Comprehensive Report: Ryanair's Marketing Strategies and Concepts

This report provides a comprehensive analysis of Ryanair's marketing strategies, focusing on key concepts such as production orientation, selling concepts, marketing orientation, and societal marketing orientation. It examines how Ryanair utilizes these concepts to achieve its business goals, increase profitability, and maintain a strong position in the airline industry. The report delves into the importance of low-cost services, effective promotion, and understanding customer needs. It highlights how Ryanair employs these strategies to attract customers, build strong customer relations, and adapt to the evolving market environment. The analysis includes a discussion of how Ryanair prioritizes customer satisfaction, sustainable practices, and environmental considerations within its marketing framework. The conclusion emphasizes the significance of these marketing strategies for the airline's continued success and growth.

MARKETING

Table of Contents
INTRODUCTION (PART A):.......................................................................................................1
MAIN BODY..................................................................................................................................1
Importance and concepts of marketing:.......................................................................................1
CONCLUSION................................................................................................................................3
PART B (COVERED IN PPT)........................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION (PART A):
Ryanair is the most famous airline company which have various concept of marking
which helps to increase their profitability in the airline industry. The marketing strategies of the
Ryanair is very low cost which results to give high interest to their marketers. It is the most
famous and successful brands which gives low ticket facility to their passengers to enhance their
marketing strategies. Some services are provided by the Ryanair is the advance booking of the
seats, a better food facility. The Ryanair used two concepts of marketing which helps increase
their sales at the increasing rates' production orientation and the sales orientation. The production
orientation involves the Ryanair focus to gives better and cheap products and services to attract
the passengers. They also aim to achieve the demands and sales of their customer by low pricing
policy in the concept of sales orientation.
MAIN BODY
Importance and concepts of marketing:
The concepts of the marketing refers to the techniques and the strategies to achieve the
needs and wants of the customer, increase in profitability, and increase in the sales to acquire
their goals of the business. Ryanair used these concepts in their airline business to become the
most successful in the airline industry. The Ryanair makes their policies which helps to build the
good relations with their customers. The marketing concept, production concepts and selling
concepts of Ryanair are explained below.
Production concepts: in these concepts the customers will get attracted to that services and
products which is low cost and affordable. So the Ryanair focuses to give better services in low
cost to increase the brand image and productivity. The management of the Ryanair aims to
improve the efficiency of the production and distribution to remain successful in the business of
the airlines. In Ryanair sold their 70% of their seats at the lowest rates to provide the facility to
the middle class people as well. The company will aim to give all the services to their passengers
to satisfy the needs and wants of the customers (Katsikeas, and et.al., 2016). The Ryanair
improves their operations of their business by effective strategy of the marketing for getting
successful in the future present working environments. Low costs services and products will
increase the customers because the customer got attracted by the low cost products. The Ryanair
is the most successful airline industry which focuses to give effective products and services to
enhance their customers and success and growth of the company.
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Selling concepts: it involves the effective efforts and promotion of the products and services of
the company for increase in the sale and maximize the profits. The Ryanair not only focusses to
sell their seats for the passengers, but they make the efforts to promotes their products and
services for attracting their customer in the company. The success of the Ryanair is also by the
promoting their products well by different ways like social media, television. These concepts say
that the actual sale is possible only if the passengers of the Ryanair are satisfied by the quality
services and better products. The concepts of the selling explains that to increase the transactions
of the sales rather than any other things of the business. The Ryanair uses their selling concepts
by promoting their products and services to achieve the demands of the customers. Ryanair
spend the minimum amounts on the advertising of the Ryanair. For promoting the business the
Ryanair employs the controversy (De Mooij, 2019). Agency of the advertising are not employ by
the Ryanair because the advertisement for the Ryanair are done under the houses. They use the
simple and easy advertisements to attracts the customer and says that the Ryanair has the very
low fares.
Marketing orientation: the concept of marketing says that the to increase the sales and profits
of the company gives the proper focuses on their customers and the value of the company. The
Ryanair follows identify the needs and wants of their customer to achieve the goal of the
business. Passengers are the key to success for the Ryanair so the company will make sure their
needs and wants about their products for success in the near future (Charter and Polonsky,
2017). The focus of this concept is research on the market to evaluate the demands of the
passengers about the airline industry. It will help to reduce the risk and uncertainty of the
business. The Ryanair organize and maintain their products and services as per the demands and
needs of their passengers.
Societal marketing orientation: this concept of marketing uses to improve the well-being of the
society and customer by the effective strategy of the marketing in the business. The Ryanair uses
these concepts of the marketing to welfare of the humans before achieving their profits. For
achieving the needs and wants of the passengers the Ryanair also focuses to protect the
sustainable, environments (Andrews and Shimp, 2017). Sustainable and environments marketing
protects the needs of the generations of the future with achieving the needs of the business and
consumers. The environment preservation is necessary in every business for the successful
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operations in the company. The Ryanair focuses on the social take care of the passengers to
provide them the better services for increase in the sales.
CONCLUSION
from the above study it can be concluded that the effective strategies of marketing is very
important for the success and growth of the business. There are various concepts of marketing
which is used by the Ryanair to increase their sales and maximize the profits. The Ryanair follow
the production concepts of marketing to fulfil the wants and needs of their passengers. The
customer could attract by the services p0f advance booking of the tickets in the business and
foods are hygienic. Ryanair is the successful in the airline industry by giving the best services to
their passengers and by improving their techniques and method of promotion. The Ryanair
improves their food products to fulfil the needs and wants of their passengers.
PART B (COVERED IN PPT)
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REFERENCES
Books and Journals:
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Charter, M. and Polonsky, M.J., 2017. Greener marketing: a global perspective on greening
marketing practice. Routledge.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Katsikeas, C. S., and et.al., 2016. Assessing performance outcomes in marketing. Journal of
Marketing, 80(2), pp.1-20.
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