Ryanair's Seatbelt: New Product Development and Marketing Strategies

This report examines the new product development (NPD) process for Ryanair's seatbelt implementation. It outlines the stages involved, including idea generation, screening, testing, business analytics, marketability testing, technical adjustments, commercialization, and post-launch review. The report also discusses the marketing mix elements, specifically the product (seatbelt), pricing (penetration pricing), place (within Ryanair flights), and promotion (digital and social media platforms). The analysis is supported by a reference to a relevant journal article. This report provides insights into Ryanair's strategic approach to introducing new products and services within the aviation sector, highlighting the importance of a structured NPD process and effective marketing strategies. The report provides information regarding the practical application of new product development strategies.

NEW PRODUCT AND
SERVICE DEVELOPMENT-
EUROPEAN AVIATION
RELATED SECTOR

Table of Contents
Table of Contents.............................................................................................................................1
MAIN BODY...................................................................................................................................2
REFERENCES................................................................................................................................4

MAIN BODY
New process development
For developing the product of seatbelt by Ryanair the process of NPD that new product
development is used which involves following stages-
 Generating- under this stage idea of developing seatbelt in the flights of Ryanair is
generated.
 Screening- in the next stage the screening of idea that is whether it will be viable or not
will analyse.
 Testing- this is another stage in which first idea of seatbelt is tested upon some of the
consumer using the flights of Ryanair.
 Business analytics- under this stage use of monitoring method is made so that it can be
evaluated whether the product will become successful or not.
 Marketability test- under this company will arrange private test for launching the product
and getting it tested.
 Technicalities+ product development- under this stage Ryanair do the modification if
required within the marketability test (Madar, 2018).
 Commercialize- in this stage the product has been successful in the test market and now it
is commercialised on a large scale.
 Post launch review- in this stage the seatbelts are being implemented and installed in the
flights of Ryanair.
Marketing mix
Element Type
Product Seatbelt
Pricing Penetration pricing
Place Within flights of Ryanair

Promotion Digital and social media platforms

REFERENCES
Books and Journals
Madar, A., 2018. RYANAIR IS LOOKING FOR NEW SOLUTIONS TO COPE WITH THE
COMPETITION. Bulletin of the Transilvania University of Brasov. Economic Sciences.
Series V. 11(2). pp.95-102.