Ryanair Case Study: Effectiveness of Key Marketing Concepts

This report examines Ryanair's marketing strategies through the lens of key marketing concepts such as production orientation, sales orientation, marketing orientation, and societal marketing orientation. It assesses the effectiveness of these concepts in the context of Ryanair's luggage handling services, highlighting how the airline uses marketing to attract customers and generate revenue. The report concludes that marketing plays a crucial role in communicating with potential customers and businesses and recommends that Ryanair prioritize customer safety and security in luggage handling while also seeking customer feedback to improve services and enhance customer satisfaction. It suggests that Ryanair can benefit from leveraging social media for marketing luggage handling services to attract a larger customer base.

Marketing
principles &
Practice

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Define the key marketing concepts and comment on their effectiveness using Ryanair as an
example.......................................................................................................................................3
CONCLUSION ...............................................................................................................................4
Conclusion...................................................................................................................................4
Recommendation.........................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is activity which company utilise to promote buying or selling of products and
services (Rowley, 2017). There are several activities involved within marketing procedure as as
selling, advertising, delivery of product to consumers or business and many more. Marketing is
mix of all activities that have impact on alterations to possession of product or items. This report
is based on Ryanair which is Irish budget airline founded in 1984 as well as it is based in Dublin
airport and London Stansted Airport. This report will going to discuss services offering by
Ryanair i.e., luggage handling and marketing concept related to this.
MAIN BODY
Define the key marketing concepts and comment on their effectiveness using Ryanair as an
example.
Marketing is the activity which an organisation conduct for selling their products and
services to specific customers (THE FIVE MARKETING CONCEPTS, 2019). There are several
activities included within this process such as advertising, selling as well as delivery of products
to customer or businesses. It is generally use for creating, communication, exchange of product
and services which are valuable for suppliers, customers and so on. Moreover, main reason
behind implementing marketing concept is to enhance profit, sales and gaining competitive
advantages. In simple term, it is important for an corporation to implement marketing process
within their working because it is necessary for attracting customers and serving them as per
their requirement. There are mainly five marketing concepts i.e., production orientation, sales
orientation, marketing orientation and societal marketing orientation explanation of these are as
follows :-
 Production orientation – Within this concept Company have to concentrate on their
manufacturing, production and issues which occur for increasing supply as well as
minimise cost (Resnick and et. al., 2016). Organisation focus on the mass production at
lowest cost as well as creates demand for products itself and profit maximisation. This
marketing concept is based on the products favoured by customers which has high
quality, low prices and unique features etc and constant improvements of the products
according to customer needs. Product oriented company focus on their products only. For
example, luggage handling services offering by Ryanair is most attractive as it help in

generating more and more revenue (Nufer,2015). Because customer want proper services
according to their comfort zone.
 Sales oriented - This marketing concept focus mainly on sales of their products and
services rather than putting efforts on product quality and customer needs. The approach
is to do large scale promotional events (Pettigrew and Jongenelis, 2016). Management
gives priority to sales and marketing and not to build long term customer relationships.
The company acknowledge that customers are need to be convinced for buying their
products and services. For example Ryanair web sites will be used to analyse the key
prospectives of e-commerce but it can also analyse business and marketing strategies as
well as future site development. This will assist in maximising the sales and consumers
are more aware about their products and services in effective manner and gives positive
results in selling.
 Marketing oriented - The main focus is on customers requirements and to fulfil goals
and objectives accordingly (Cuddihy and Waugh, 2015). Their approach is to satisfy their
customer demands and better than their rivalry. On the basis of these kind of practices an
organisation can build direct connection with their target customers easily. For instance
Ryanair can utilise marketing practices as well as approaches for satisfying their
customers needs and expectations by implementing customer oriented plans. This will
provide assistance in facilitating better products and services as compared to its
competitors. Also, they can identify the customers preferences towards food and drink
facility etc.
 Societal marketing oriented - This marketing concept brings values to the customer in a
way that establish and maintain s well being of customer and society together. It prioritise
human welfare first before customer needs and satisfaction (Kubacki and et. al., 2015).
This particular concept makes marketers to bring social and ethical values into account
for marketing practices. Ryanair have to do marketing of their luggage handling services
by using social media because it will be beneficial in attracting large number of
customers.

CONCLUSION
Conclusion
From the above discussion it has been concluded that, marketing play important role in
communicating with other peoples as well as businesses to whom company want to sell their
product and services. Ryanair is offering luggage handling services for which they are doing
marketing which help them in attracting large number of customers within effective manner.
Recommendation
It has been recommended to Ryanair that, they have to provide proper safety and security
to their customers in relation of luggage. So that, their will be no chance of any damage or harm
to customers luggage. In addition to this, respective company have to take customers feedback in
relation of luggage handling services so that modification can also implement if required. Thus,
such practices will provide assistance in making customer satisfy within more effectual manner.
Ryanair is offering luggage handling services for which they are doing marketing which help
them in attracting large number of customers within effective manner.

REFERENCES
Books and Journal
Rowley, J. E., 2017. Information marketing. Routledge.
von der Heidt, T., 2018. A scholarship approach to embedding creativity and sustainability in
Marketing Principles curriculum. Australasian Marketing Journal (AMJ). 26(2). pp.99-
115.
Resnick, S. M. and et. al., 2016. Marketing in SMEs: a “4Ps” self-branding model. International
Journal of Entrepreneurial Behavior & Research. 22(1). pp.155-174.
Cuddihy, L. and Waugh, A., 2015. Bonding for Brilliant Babies: promoting infant mental health
through social marketing. Primary Health Care. 25(4).
Kubacki, K. and et. al., 2015. A systematic review assessing the extent of social marketing
principle use in interventions targeting children (2000-2014). Young Consumers. 16(2).
pp.141-158.
Pettigrew, S. and Jongenelis, M. I., 2016. promoting public health: Understanding the limitations
of marketing principles and the need for alternative approaches. In Making a Difference
Through Marketing (pp. 61-72). Springer, Singapore.
Nufer, G., 2015. Creating an image transfer through event marketing: principles, requirements
and consequences. European Journal of Business and Social Sciences. 3(12). pp.01-18.
Online
THE FIVE MARKETING CONCEPTS. 2019. [Online] Available through:
<https://oxidian.ch/en/the-five-marketing-concepts-explained/>.

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