Marketing Report: Ryanair's WiFi Implementation and Consumer Behavior

This report examines Ryanair's strategy to implement WiFi on its flights, focusing on marketing and consumer behavior. Ryanair plans to use paid advertising and internet marketing to promote this new feature, targeting business travelers. The report analyzes the consumer decision-making process, including stimulus, need recognition, information search, evaluating alternatives, purchasing decisions, and post-purchase behavior. The analysis highlights how Ryanair can leverage WiFi to attract customers and gain a competitive advantage. The report recommends launching WiFi in business class initially and gradually expanding to other flights based on its success. Furthermore, it emphasizes the importance of building strong customer relationships and providing excellent service to retain customers in a competitive market. The report also references relevant academic sources to support its analysis.

COMPANY OVERVIEW
 . Ryanair is an Irish Airline which was founded in the year 1984, headquartered in
Sword, Dublin, Ireland.
 Ryanair used to operate more than 400 Boeing 737-800 aircraft.
 Their are 17500 employee who used to work for the organization.
 Ryanair is well known for the expansion which has taken place in the organization to
satisfy the need of the consumer (Maniatis, 2016).

MARKETING STRATEGY
 Ryanair will be adopting Paid Advertising strategy and Internet marketing Strategy to
promote the new product of the company in the market.
 Ryanair will be advertising the product of the company at different plat form such as
new paper, Television and radio with the help of paid advertisement.
 Ryanair will also be taking the help of Internet marketing in which organization will be
promoting the product of the company at social media platform as number of consumer
is high over social media platform as compare to local platform (Achar, and et.al.,
2016).

TOPIC AND PRODUCT
 Own Wi-fi in Ryanair airline. Wi-Fi is a family of radio technologies commonly used
for Wireless Local area network (WLAN) of devices.
 It is based on the I EEE 8011 family of standards.
 Wi-fi will provide the free data connection in the flight also which will may help
Ryanair in getting competitive advantage.

REASON FOR CHOOSING PRODUCT
 The biggest reason for choosing the product was that Ryanair has many business men
who used to travel in the flight on the regular basis.
 As in real all the network providing do not support internet in the flight it creates a
situation which drives them toward wifi providing Airline.
 As Ryanair is looking to bring wifi in the flight it will help the company in attracting
the customer toward the company (Maniatis, 2016).

CONTINUE
 Consumer decision making behavior is the complex procedure which include the
lengthy process starting from need recognition and ends at post purchase decision.
 The decision may be complex as the consumer has to make decisions which can be
complex, comparing, evaluating, selecting as well as purchasing from a variety of
products (Maniatis, 2016).
 This generally affects the consumer decision making behavior.

APPLICATION OF FRAMEWORK
 Stimulus
 It is the step where consumer are driven or motivation which force the company to act.
A stimulus can be any of the following: Social, Commercial, Noncommercial, Physical.
 Need recognizance
It is the second step in which the consumer haves the feeling that they are in need of the
same. In the Ryanair the consumer will feel that if they want to perform the business
activity in the organization they can do it as their will be wifi in the organization
(Frederiks, Stenner and Hobman, 2015).

CONTINUE
 Information search
 It is the step where consumer used to search for the different option which can provide
the wifi facility in the organization. Rynnair has to make sure that they market this
feature very handsomely in the organization so that all the consumer are aware of the
facility which is provided by the organization and all the consumer has a idea of the
same.
 Evaluating Alternative:
 It is the step where the consumer used to see the facility of all the alternative together
and on the basis of the same the consumer decides which one is the best alternative in
front of the consumer to use so that their need is filled efficiently. Rynnair has to make
sure that they promote he feature of the company in such a way that they compare their
product in better way in front of the consumer. Also Rynnaire can highlights the review
of the different customer on the social media platform so that the consumer has a idea
of already experienced person.

CONTINUE
 Purchasing Decision:
It is the step in which the consumer make the decision about what they are going to
purchase. It is the step where Rynnaire can not do much as it is consumer decision and
there is no interference which Rynnaire can make. Organization only has to make sure that
they regularly promote the product of the company so that the consumer has a proper idea
about the organization product (Achar and et.al., 2016).
 Post Purchase Behavior:
 This is the next step in which the customer try to see the facility which has been offered
by the company and on the basis of same they decide whether to use the service again
or not. Rynnaire has to make sure that they provide the best service to the consumer in
the market it will eventually help the company in retaining the customer for the Longer
period of time and it is very necessary in the competitive market.

CONTINUE
 Evaluation of Decision:
 Finally, Stage 7, the evaluation of the decision. “Was this company the right choice for
me?”. Organization has to make sure that they used to build a good relationship with
the customer so that organization is able to maintain the trust factor among the
consumer. Sending best wishes on birthday, festival are the few example of the activity
which can be performed by the company.

CONCLUSION
 After going through the report it has been understand that there are many business men
who used to travel in the Rynnair flight and there are any customer who prefer to have
a wifi in the flight.
 After that it has been summarized that the marketing is the best way through
organization can promote this feature.
 In the end it has been recommended that the organization has to make sure that they
start this feature in business class tickets only as it will be difficult to afford the wifi
charges in the economic ticket.
 Also organization has to make sure that they start this feature in few flight only and
after seeing the success they go on to implement in all the flights.

REFERENCE
 Frederiks, E. R., Stenner, K. and Hobman, E. V., 2015. Household energy use:
Applying behavioural economics to understand consumer decision-making and
behaviour. Renewable and Sustainable Energy Reviews. 41. pp.1385-1394.
 Maniatis, P., 2016. Investigating factors influencing consumer decision-making while
choosing green products. Journal of Cleaner Production. 132. pp.215-228.
 Achar, C., and et.al., 2016. What we feel and why we buy: the influence of emotions on
consumer decision-making. Current Opinion in Psychology. 10. pp.166-170.