Marketing Principles and Practice: Ryanair's Strategies Report

This report provides an in-depth analysis of Ryanair's marketing principles and practices. It begins with an introduction to Ryanair and its services, highlighting its brand image and low-fare strategy. The main body delves into key marketing concepts such as production orientation, product orientation, sales orientation, and societal marketing orientation, examining how Ryanair applies these concepts to its operations. The report explores Ryanair's approach to production, focusing on fuel efficiency and noise reduction. It also examines product innovation, particularly in online booking and e-ticketing, and the airline's sales strategies, including its pricing model and customer attraction techniques. Furthermore, the report discusses Ryanair's use of societal marketing, emphasizing its digital media presence and promotional tactics. The conclusion summarizes the effectiveness of Ryanair's marketing strategies, while the recommendations suggest improvements in customer service. The report is supported by references to academic sources.

MARKETING
PRINCIPLES AND
PRACTICE
[PART 1 - REPORT]

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Introducing Ryanair and its services...........................................................................................3
Marketing concepts.....................................................................................................................3
CONCLUSION................................................................................................................................5
RECOMMENDATION ..................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing principles are based on marketing strategies which includes ideas, thoughts,
belief and values to build strong promotional strategies to enter into global market. Thus, to
achieve success in company, it includes the appropriate research which is conducted to determine
the availability of the products in market. It also includes designing the products so that customer
are attracted towards such designing if they find it unique and useful. Present report is based on
Ryanair which is the Irish airline company founded on 28 Nov 1984. Ryanair carry the
renowned brand image in market and also they promote the company through attractive slogan
“Low fare prices made journey simple”. This report will includes the different elements of the
marketing concepts and also societal marketing orientation in respect of improving its
effectiveness to expand business globally.
MAIN BODY
Introducing Ryanair and its services
Ryanair is commenced on 8th July 1985 and located on around 225 places. Its headquarter
is on Dublin, Ireland and around 17,500 employees are engaged with this airline services. This
airline is rapidly expanded as they charge lower prices on flight tickets. In respect of employees
working in Ryanair aircraft, most of the employees working as post of promoting the business
online and also engaged with different agencies. Thus, in such perspective the marketing concept
is examined on the base of serving the customer with best services and also fulfilling their needs
which they interpreted at the time of travelling.
Marketing concepts
This concept is mainly used by company in respect of examining the customer needs and
demand at the time of availing their services. In present scenario, most of the companies prefer
the different marketing techniques to promote the products in market. In respective of Ryanair
airlines, the marketing concept is interpreted in respect of following areas such as:
Production orientation:
This is one of the important part of the marketing strategies, the study of the products is
imposed on the procedure of production. The production can be done by using the effective raw
materials and also updated technology, so that it results in increasing the lifeline of airlines. In
case of Ryanair, the productions is linked up with implementing more capacity of fuel in aircraft

and also less noise substance are to be imposed so that it can save environment. Thus, this is the
major criteria through which they can marketing their services by keeping the key factors as
strength of Ryanair.
Product orientation:
In this concept, they mainly focus on bringing new products and services in market and
thus. it can be undertaken by innovating the products in addition to the existing products. In
respect of Ryanair, the innovation can be done on the bases of booking the tickets online. As
customer can check in online and also get special discount if they book e-ticketing. The
innovation can be done on the bases of promoting the online services to different person.
Through such referral code they can get special discount on booking the tickets by Ryanair.
Sales orientation:
In respect of examining the sales concept, the comparison is undertaken in respect of
other airlines as they are imposing various charges in respect of extra baggage, ordering food in
flights or regarding time boundation. In case of Ryanair, they offer 70% lower fare for few
selected seats and 30% for higher seats. By this fares charges, they are attracting large number of
customer interest as customer prefer quality services with low pricing. For this aspects, Ryanair
is carrying the attractive slogan which reflect that low fares made the journey simple. People are
attracted towards such services and on this aspects Ryanair is considered to be one of the low
budgets Irish airlines company. They not offer free food and drinks to the customer which are
onboard. The also linked up various hotels and customer which they can use as their promotional
techniques by motivating customer to avail such services which is offered by Ryanair.
Societal marketing orientation:
This marketing concept is mainly related to social media marketing in which they target
the customer according to their needs and demands. In case of Ryanair, they appoint the
authentic team to handle the digital media platform and reach to large customer base regarding
the services which they are offering. As in respect of any occasion, airlines increases the prices
but Ryanair bring such promotional techniques so that customers can easily afford the airlines
during the festive season. Ryanair airlines can be promoted through online in respective of taking
feedback reviews from the customer once they avail the services of the airlines. Through this
perspective, they can build the strong relationship with the customer and also undertake their
decision after viewing their needs and demand in the airlines.

CONCLUSION
From the above report, the aspects are concluded on the bases of preferring the
innovative marketing concept which helps in determining the overall strategy of the Ryanair
airlines. Ryanair is considered to be one of the greenest and cleanest airlines services and also
offer fair prices to their customer. The elements of marketing concepts which identifies various
strength and weakness of the Ryanair airlines and the services which they are providing to their
customer to enhance their interest at larger scale. In respect of societal concept, they uses the
digital platform to reach the large customer base. As customer are using the online services to
book the tickets online and for this perspective they are booking the online ticket to avail special
discount and offer.
RECOMMENDATION
From the above report, the aspects which is concluded to Ryanair in respect of online
booking is that they had to appoint the 24/7 team to handle the queries raised by customer. As
various queries are raised in respect of not getting proper answer regarding their queries and
which reflect their interest towards the services for longer time period. Thus, for this perspective
they had to appoint the skilled team in marketing department to handle the queries in better way.

REFERENCES
Books and Journals
Armstrong, G. M. And et.al., 2018. Marketing: an introduction. Pearson UK.
Baines, P and et.al., 2017. Fundamentals of marketing. Oxford University Press.
Bowie, D. and et.al., 2016. Hospitality marketing. Routledge.
Brown, S. and McGowan, P., 2018. Once upon a market dreary: the prescient marketing
principles of Edgar Allan Poe. Journal of Marketing Management. 34(15-16). pp.1379-
1396.
Christoffer, S., 2019. How leadership affects organisational performance during times of
business transformation: the case of Ryanair’s CEO Michael O’Leary (Doctoral
dissertation).
Mihalčová, B. and et.al., 2016. Marketing management in other context.
Negru, M. C., 2018. The Role of Marketing Communication for Creating the Ryanair’s Image,
from Consumers Perspectives. Bucharest 2018. p.79.
Online
Marketing Strategy of Ryanair. 2019. Online. Available Through:
<https://prezi.com/jhdcard1fgog/marketing-strategy-of-ryanair/>.