Enhancing Ryanair's Brand: Mobile Marketing Research Project

This research project examines Ryanair's mobile marketing strategies, aiming to identify key attributes that enhance brand awareness and customer satisfaction. The project includes an overview of Ryanair's business, its operational model, and marketing tools. It explores the significance of mobile marketing in the airline sector, considering factors like the increasing use of mobile devices for information access and the competitive landscape. The research methodology involves an exploratory design, an inductive approach, and the collection of both primary (questionnaires) and secondary data. A Gantt chart outlines the project timeline, and the study identifies resources such as time, information, and finance. The project also details data analysis techniques and addresses reliability and validity, aiming to provide recommendations for improving Ryanair's mobile marketing practices. The research focuses on understanding customer perceptions of Ryanair's brand and the effectiveness of its mobile marketing efforts.

RESEARCH PROJECT

Table of Contents
TASK 1............................................................................................................................................1
1.1................................................................................................................................................1
1.2................................................................................................................................................2
1.3................................................................................................................................................2
1.4................................................................................................................................................3
TASK 2............................................................................................................................................6
2.1................................................................................................................................................6
2.2................................................................................................................................................7
2.3................................................................................................................................................7
TASK 3..........................................................................................................................................11
3.1..............................................................................................................................................11
3.2..............................................................................................................................................11
3.3..............................................................................................................................................18
TASK 4..........................................................................................................................................19
REFERENCES..............................................................................................................................20
APPENDIX....................................................................................................................................21

TASK 1
1.1
Background of the study
In the modern era with the rise in level of competition in the market it has become
difficult for businesses to sustain in the market. Further, organizations have started to indulge
into marketing practices with the motive to attract large number of customers in the market and
this surely leads to favorable results for company in the market. Apart from this, marketing
activities takes place in different form where it can be through email, social media, mobile
marketing etc (Heinonen and Strandvik, 2007). Therefore, business has to take most significant
decision regarding the strategy to be employed for building close relationship with target market.
Organization such as Ryanair has adopted practices of mobile marketing with the help of which
crucial information is shared with customers. This promotional tool employed is highly
beneficial for business and in turn has allowed to gain competitive advantage. Moreover, it has
positive impact on the brand image of business and supports to obtain the opportunities being
present in the business environment (Ibrahim, 2010). Apart from this, the market where Ryanair
operates is highly challenging and due to this reason effective marketing strategies are must for
surviving in the market for longer period of time. It leads to positive results in the form of high
market share along with profitability level of the enterprise.
Company overview
Ryanair is Europe’s favourite airline carrying 117m p.a. through 1800 flights on daily
basis where 200 destinations are being covered. Business offers various type of services to its
target market at very low fare. Business has employed low cost operational model and at present
operations are carried out in 28 countries. Fleet size of 179 is present and organization has hired
9501 employees for carrying out market operations (About us., 2015). For performing efficiently
in the market Ryanair has employed different marketing tools and through this important
information is being shared with customers. At present main focus is on mobile marketing
through which discount offers and other type of schemes are shared with customers.
Aim
Identification of the key attributes present in mobile marketing for enhancing brand
awareness along with customer satisfaction of business: A study on Ryanair
Objectives
1

 To understand the significance of mobile marketing in airline sector
 To identify the key attributes in mobile marketing which enhances customer satisfaction
level
 To assess the range of factors that must be present which indulging into practices of
mobile marketing
 To recommend the effective ways through which Ryanair can improve its mobile
marketing practices
Research questions
 How important is mobile marketing in airline sector ?
 What are the key attributes in mobile marketing than enhances customer satisfaction level
?
 What are the range of factors that must be considered while indulging into practices of
mobile marketing ?
1.2
Large number of factors are present that will contribute in selection of research project.
One of the major factors will be declining performance of businesses in the market due to rise in
level of competition. Due to various challenges Ryanair is not able to enhance its market
performance and due to this reason business has to indulge into practices of mobile marketing.
Through this research it will be possible to know the real impact of mobile marketing on
customer satisfaction along with brand image of business (Grone and et. al., 2009). Apart from
this, another factor which contributed in selection of research project is increasing expectation of
target market where they are interested in obtaining different type of marketing information
through different tools employed by business. So, these are some of the most crucial factors
which will contribute into the process of research project selection.
1.3
Significance of mobile marketing in airline sector
As per view of Michael and Salter (2006) level of competition in the airline sector is
rising at faster pace where it is required for businesses to take corrective actions. Businesses
operating in the market are not able to find any appropriate ways through which they can build
strong relationship with target market. Further, it is well known fact that marketing strategies
allow business to accomplish its desire goals and objectives (Miller, 2010). Mobile marketing
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takes into consideration ads that appears on mobile smartphone, tablets etc through which
information is being shared with target market. It is considered as one of the most effective tool
through which business can easily gain competitive advantage and can become leader in the
market. However Mullin (2014) argued that people browse 70% more web pages on tablets than
smartphones. Further, every year mobile searches have increased at faster pace where majority of
the individuals living in the society have started to access information with the help of their
smartphones. In short information sharing with the help of smartphone is more convenient as
compared with other sources (Neuman, 2005).
Factors needs to be considered while sharing information through mobile marketing
Businesses have to consider large number of factors at the time of delivering message
through mobile marketing. As per view of Ottman (2011) short messages are required to be
developed by business as they are easy to read and develops interest. In short, if any organization
shares large message then it is a kind of irritation to target market and sometime it leads to
negative brand image of company in the market. Further, organizations are required to ensure
that message being developed is as per interest of the customers and in case if they show
disinterest then the marketing strategy employed is of no use to company (Pasqua and Elkin,
2012). Time is also considered to be most important factor where organizations are required to
ensure that message is shared at correct time and this acts as major source of customer attraction.
Therefore, in this way all these facts must be strongly present in mobile marketing for enhancing
customer satisfaction level.
1.4
For conducting the entire study in appropriate manner different tools and techniques will
be undertaken. Moreover, selection of tools will depend on the nature of research and through
this all the objectives of study will be accomplished easily. Following are the techniques which
will be undertaken in the study and they are:
 Research design: It is considered as the blueprint of the study and highlights the way
through which research can be carried out. Different type of designs are present such as
exploratory, descriptive etc (Patton, 2005). For the present research exploratory design
will be undertaken where main stress is on exploring new ideas. This will surely be
beneficial for the entire research and can support in accomplishing expected findings.
3

 Research approach: It is regarded as the direction in which entire research has to be
carried out. In every type of research it is necessary to select appropriate approach for
obtaining expected results. Two types of approaches are present which are employed in
the study and they are inductive and deductive (Saunders and et. al., 2007). In inductive
approach results move form specific to general and vice versa in case of deductive one.
Considering the nature of present research inductive approach will be undertaken where
entire research will be carried out from point view of Ryanair and on the basis of same
recommendations will be provided to entire airline sector for development of effective
mobile marketing strategies.
 Data collection: It is considered as one of the most significant part of the study where
information is gathered from the sources present. Two sources of data collection are
being present named primary and secondary (Silverman, 2010). Primary data is collected
for the first time with the help of questionnaire. Further, secondary information is
obtained with the help of books, journals and online articles. In the present research both
sources will be used where primary information will be obtained through questionnaire
and secondary one through books, journals and online articles.
 Sampling: In every type of research it is necessary to select appropriate sample size. The
present research will be associated with attributes present in mobile marketing that
enhances customer satisfaction level along with brand image of company. Therefore,
sample size of 50 customers of Ryanair has been considered for the same and technique
of random sampling has been undertaken.
 Data analysis: It is linked with analyzing information so as to know the results associated
with the study. Two techniques of data analysis are present named qualitative and
quantitative. In qualitiatve technique themes are formed for analyzing information and in
quantitative one statistical tools are employed. In the present study qualitiative technique
will be used where different themes will be formed on the basis of information obtained
from the respondents. So, this leads to favorable results where objectives of the study can
be accomplished easily.
 Reliability and validity: The entire research which will be carried out is reliable as data
will be collected from authentic sources. Apart from this, only secondary sources which
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are valid have been undertaken such as data published before the year 2005 will not be
taken into consideration.
1.5
Gantt chart
Activity Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9
Writing
Research
Proposal
Reading
various
literature
Finalizing the
aims and
objectives
Draft
literature
review
Collect
secondary
data
Analyze
secondary
data
Develop
research
approach
Draft
research
methodology
Develop
questionnaire
Arrange the
interview
Conduct the
interview
Accumulate
the data
Draft Findings
5

Analyze data
Complete
remaining
chapters
Submit it to
tutor and
await for
feedback
Revise the
draft
Print and
bind
Submit
TASK 2
2.1
For conducting the study in effective manner different resources are required with the
motive to accomplish research objectives. Time is one of the major resource required as
researcher has to collect information from both primary and secondary sources. Due to this
reason adequate amount of time is required for collecting information which is fruitful for the
study. Information is also one of the major resources where data in relation with mobile
marketing is needed to accomplish aim of the study in every possible manner. The resources
being undertaken directly matches with the research questions associated with the study. Finance
is also one of the most crucial resources where proper funds are being required for undertaking
study. Without adequate finance it is not possible to carry out study in proper manner.
On the other, direct relationship is present in between research resources and questions
where with the help of proper resources it is possible to answer all the questions. On the basis of
all the questions it has been identified which resources are most crucial in the research.
Questionnaire as a resource has also been undertaken in the present research through which data
has been collected in the research as per aim of the study. Without this resource it is not at all
possible to conduct study in proper manner. Secondary sources have also been undertaken which
are also acting as major resources such as books, journals and online articles. All the resources
are strictly in accordance with major research questions which have been developed in the
research. In short, it is possible to gain expected findings by focusing on the major resources.
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2.2
For collection of primary data well designed questionnaire has been prepared with the
help of which it is possible to collect adequate amount of information. Further, data in relation
with mobile marketing practices of Ryanair has been obtained so that it can be known whether
customers prefer to use information shared by business or not. Apart from this, this primary
technique is most beneficial for the present especially to know the perception of customers
towards Ryanair as a brand operating in the market. All the questions associated with the study
have been designed keeping in view overall aims and objectives as main motive is on
accomplishing key objective of the study.
2.3
1. Age No of
respondent
s
20-25 years 12
25-30 years 22
30-35 years 10
35 and above 5
Gender No of
respondent
s
Male 38
Female 12
Occupation No of
respondent
s
Service person 14
Retired 16
Businessman 10
7

Others 10
Does Ryanair
provides you
marketing
information
through mobile
messages ?
No of
respondent
s
Yes 46
No 4
What specific
information do
you receive
through mobile
marketing?
No of
respondent
s
Offers on
services
32
Discount 11
Both 7
Mobile marketing
activities of
Ryanair leads to
enhanced
customer
satisfaction?
No of
respondent
s
Strongly agree 34
Agree 8
Neutral 4
Disagree 3
Strongly disagree 1
8

In your view
effective mobile
marketing
strategies has
developed brand
image of
company?
No of
respondent
s
Strongly agree 37
Agree 5
Neutral 4
Disagree 2
Strongly disagree 1
Do you perceive
Ryanair as a
brand positively
due to presence
of effective
mobile marketing
strategies?
No of
respondent
s
Yes 44
No 6
Does information
shared through
mobile marketing
is useful every
time?
No of
respondent
s
Yes 12
No 8
9

Does unique
mobile marketing
messages
encourages you
to carry out
enquiry of the
promoted
services?
No of
respondent
s
Very often 38
Often 7
Seldom 6
What are the
most crucial
factors that are
present in mobile
marketing
messages of
Ryanair?
No of
respondent
s
Time relevancy 37
Cost 9
Accessibility 4
Above shown is the information which is being obtained from the customers of Ryanair
through which it has become possible to focus on the aim and objectives of the study. Further, it
has provided information in relation with mobile marketing practices of company. The data has
been record and collated with the help of excel. Further, this primary information is the base of
the study without which research cannot be undertaken. In the entire research main stress is on
identifying the key attributes that are present in mobile marketing which enhances customer
satisfaction level along with brand image of business. Therefore, in such case customers can only
provide reliable and authentic information which is capable enough of attaining objectives of the
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