Marketing and Selling: Introduction Theories for Ryanair Airline

This report provides a comprehensive analysis of the marketing and sales strategies employed by Ryanair Airline. It begins with an introduction to the importance of marketing and sales in achieving long-term business objectives, followed by an examination of new product development, specifically focusing on Ryanair's plans to introduce robot air hostesses and pilots. The report details the stages of new product development, including idea generation, screening, concept development, marketing strategy development, business analysis, product development, test marketing, and commercialization. It then explores the marketing mix (product, price, place, promotion) and communication mix (advertising, sales promotion, personal selling, interactive marketing, direct marketing, and publicity) in the context of Ryanair. Furthermore, the report delves into STP analysis (segmentation, targeting, and positioning) as applied by Ryanair. The conclusion emphasizes the significance of effective sales and marketing tools in enhancing business productivity and competitive advantage. This report is a valuable resource for understanding Ryanair's marketing approaches, including its innovative use of technology and strategic market positioning. This assignment is available on Desklib, a platform offering AI-based study tools for students.

\ Introduction
Marketing and sales are very important for all the companies as it is very
important to reach all the long-term business goals and objectives. While
planning to determine the changes in market it is essential for entities to
analyse them properly so that organisational policies could be modified.
Present discussion is based upon Ryanair Airline which is one of the main
airline company of European Union. This discussion will be based upon
different theories that are used by companies while planning to attaining long
term objectives.
Communication mix is the combination of six different elements such as advertising, sales
promotion, personal selling, interactive marketing, direct marketing and publicity.
Discussion of all these elements in context of Ryanair Airline is as follows:
Advertising: It is the process of communicating details of product with the customers.
With the help of it, Ryanair will be sharing the details of new technology with the targeted
audience of it.
Personal selling: It is also a communication method which is used for the purpose of
sharing information of products with the clients. By using it, Ryanair will be able to aware
all its customers about the new technology which will be used by it in its airlines.
Sales promotion: This element of communication mix is focused with promoting the
products and services in the market so that desired goals and objectives could be attained.
With the help of it, Ryanair will be able to attain all its objectives.
Interactive marketing: It is also known as trigger-based marketing. With the help of it,
Ryanair will be able to interact with the customers with the help of various aspects such as
quizzes, polls and contests etc.
Direct marketing: This type of marketing relies upon the marketing and direct
communication with the customers. It will be beneficial for Ryanair to assure attraction of
clients so that all the objectives could be met.
Publicity: It is the awareness and visibility of public regarding the product and service in
the market. When it will be used by Ryanair Airline then it will facilitate it to aware all the
customers about the new technology.
Concept development and testing: It is third stage where the senior managers
of Ryanair will develop different types of concepts will be developed and
tested. Apart from this, the senior executives will also be responsible for
developing new concepts so that they can attain competitive advantage and
grow business.
Marketing strategy development: At this stage, the companies develop
different types of strategies for marketing so that large number of individuals
will get aware of new technology which will be introduced by them. As
Ryanair will be using robot airhostess and pilots so new marketing strategy will
help it to aware customers about the new technology which will be used by it.
Business analysis: At this stage business is analysed so that the need for new
product could be analysed. Here, the management will analyse that new
technology which is robotics will be beneficial for Ryanair Airline or not.
Product development: During this stage, the managers in Ryanair will be
responsible for launching the new technology so that it can meet all its long-
term goals. When the robot airhostess and pilots will be introduced by it in the
market then it will help to attain competitive advantage.
Test marketing: It is second last stage where the marketing is tested. When the
new technology will be launched by Ryanair then it will be very important to
analyse that the new technology is beneficial for the enterprise or not and at this
stage it will be assessed.
Commercialisation: It is the last stage of the whole process where the new
technology will be launched in the market for the use of individuals. This will
help the enterprise to assure the attainment of all the desired goals.
Marketing and selling theories for Ryanair Airline
Introduction
New product development
Aviation industry is very large and the number of entities that are operating
under this industry. All of them are competitors of each other and one of the
main enterprises which is carrying out under the industry is Ryanair Airlines.
It is very important for the organisation to be focused with effective
marketing and selling activities. There are various types of selling and
marketing theories that are applied by businesses. All of them are discussed
below:
New product development: It is the process which is followed by businesses
while launching new products or services in the market. It is very important
for all the entities to make sure that they are following each and every stage
of the process so that the new product or service could be launched in
systematic manner. Ryanair Airlines is one of the largest airlines of European
Union. The entity planned to introduce robot airhostess and pilots which will
help it to become more competitive within the industry. All the stages of it
are discussed below:
Idea generation: Whenever a company plans to introduce ad new product or
service in the market then it is the first stage which is focused by the
management. At this stage, Ryanair Airlines will be required to generate
different types of ideas for which all the senior managers will be asked for
providing different types of innovative ideas to be focused.
Idea screening: It is second stage where the ideas that are provided by
managers are screened so that best one could be selected. At this stage, the
senior authorities will select the most suitable option which could be used for
developing the busines and here the idea which will be selected by Ryanair
will be using robots as air hostess and pilots.
Concept development and testing: It is third stage where the senior
managers of Ryanair will develop different types of concepts will be
developed and tested. Apart from this, the senior executives will also be
responsible for developing new concepts so that they can attain competitive
advantage and grow business.
Marketing strategy development: At this stage, the companies develop
different types of strategies for marketing so that large number of individuals
will get aware of new technology which will be introduced by them. As
Ryanair will be using robot airhostess and pilots so new marketing strategy
will help it to aware customers about the new technology which will be used
by it.
Concept development and testing: It is third stage where the senior
managers of Ryanair will develop different types of concepts will be
developed and tested. Apart from this, the senior executives will also be
responsible for developing new concepts so that they can attain competitive
advantage and grow business.
Marketing mix
For all the entities it is very important to be focused with marketing and
communication mix. These are combination of different types of strategies
which can help to reach all the business goals. Marketing mix the combination
of four different marketing elements such as product, price, place and
promotion. All the key elements of it are discussed below in context of Ryanair
Airline:
Product: It is the item which is lunched by the enterprise within the market so
that customers could be attracted. The new services or products that will be
launched by Ryanair in the market are the robot airhostess and pilots which will
improve competitive advantage of the organisation.
Price: It is the rate of product which is set for the items or facilities that are
sold in the market. The pricing strategy which is followed by Ryanair is
competitive pricing which helps the organisation to sustain in the market and
remain competitive.
Place: It is the location where the entities sale all their products and services.
Ryanair will be using the robot airhostess and pilots for all the location where
its is flying its flights. It will reduce costs of compensation to the staff members
and also enhance the productivity of business.
Promotion: It is very important for all the businesses to promote the items or
the services that are launched in the market. While planning to introduce robot
air hostess and pilots it will be very important for the Ryanair to make sure that
it promotes the new technology properly. With the help of it, competitive
advantage of it will be increased in the market.
Communication mix
STP analysis
Conclusion
STP analysis: It is the combination of three different types of elements which are required
to be focused by all the organisations. The discussion of them for Ryanair is as follows:
Segmentation: It is the process of segmenting the market in different elements. The
segments that are targeted by Ryanair is the upper-class customers as the prices which will
be set for the tickets will be very high.
Targeting: The segment which is targeted by Ryanair will be demographic where the
individuals will be targeted on the basis of their income which will help the entity to attain
growth.
Positioning: Ryanair will be using different types of techniques to promote its business
online as well as offline. For this purpose, it will use digital marketing and sales
promotion techniques that will help to meet all the requirements of clients.
From the above discussion it has been concluded that for all the businesses it is very
important to use effective tools and techniques for sales as well as marketing as it can help
to improve productivity of business. Apart from this, it is also required to be focused
because with the help of it, businesses can enhance competitive advantage of them. The
main marketing approaches are new product development, marketing and communication
mix etc.