Ryanair's Marketing and Communication Strategies for Holiday Packages

This report examines Ryanair's marketing and communication strategies aimed at increasing holiday package purchases by 14% by December 2014. The strategy focuses on raising awareness of the holiday packages through a promotional mix, targeting middle-class, salaried individuals, and the younger generation. The report highlights the application of the AIDA (Attention, Interest, Desire, Action) model to attract customers, emphasizing the importance of attention-grabbing advertising, generating interest, creating desire, and ultimately driving action through purchase. The company intends to primarily use online marketing channels to achieve its sales target, and customer feedback will be essential for future improvements in promotional strategies. The report references academic sources to support its analysis of Ryanair's marketing approach.

Marketing and Communications
1. Desire- After the interest is increased among the audience then there will be desire
to purchase the holiday package of Ryanair. Desire is the will or demand of the
customer after seeing the advertisement of the company that motivate him to
purchase or not to purchase the product or avail the service.
2. Action- Then the last step is when the actual purchase is taking place. This step is
the action taking step of the customer and is included in action of the customer.
 Feedback- after the above all actions the feedback of the customer is also required
so that it will help the company for future. If there are any loopholes in the
promotion strategies them the customer will give valuable feedback
Promotional mix- this refer the marketing communication which
is used by Ryanair to make the offer of holiday package to the
potential customers and then persuade them to purchase the
holiday package. This will include advertising, public relationship,
selling promotion and direct selling.
 Target audience- the target segmentation of the customer will
be mainly the middle class people, the salaried people and the
young generation. As they are the one like to travel more by
flights. After using online marketing these selected customers will
be responding the most.
Marketing theory- this include the theory which Ryanair will be
adopting so that it can attract more customer towards its product.
Ryanair will apply AIDA which is attention, interest, desire and
action.
Attention- firstly Ryanair will try to grab the attention from the public,
to grab this attention the advertisement of holiday package should be
very attractive. Without a good and appealing advertisement Ryanair
will not be able to grab the larger attention of the customers.
Interest- then by its good marketing strategies it will try to increase
the interest of the customer or that of the audience. If there is no
interest of the customer even after the attractive advertisement they
will not likely to buy the product.
CONCLUSIONS: This theory is also used to decide the selection of the
communication channels. So the company will be using mainly the online or
internet marketing channel to do the advertising of the product so that the
purchase is increased by 14% till December 2017.
REFERENCES
Aktual'ni Problemy Ekonomiky= Actual Problems in Economics. (187). p.28.
Rao, K .S., 2017. Promotional mix strategy in banks for bancassurance
products. SAARJ Journal on Banking & Insurance Research, 6(4), pp.5-15.
Ryanair airline is planning to increase the purchase of the holiday
package of company by 14% by December 2014 which need to
increase the awareness of this holiday package.
So it will be using the promotional mix to decide the selection of the
communication channel, target the audience and then collecting the
feedback from the customers.