Enhancing Brand Awareness: A Ryanair Mobile Marketing Customer Study

This research project investigates Ryanair's mobile marketing strategies and their impact on brand awareness and customer satisfaction. The study employs an exploratory research design with an inductive approach, utilizing both primary (questionnaire of 50 Ryanair customers) and secondary data (books, journals, and online articles). The data analysis reveals that the majority of customers are between 25 and 30 years old and are predominantly male. A significant 92% of customers receive marketing information via mobile messages, with offers and discounts being the most common types of information shared. The findings indicate that Ryanair's mobile marketing activities enhance customer satisfaction and contribute positively to the company's brand image. The research concludes that Ryanair effectively uses mobile marketing to improve its business performance and recommends continuous market research and the introduction of creative messaging to further influence purchase decisions.

TA S K 4
Research project

Aim and objective
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
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 methodology
Research design: Exploratory
Research approach: Inductive
Data collection: primary (Questionnaire),
Secondary (books, journals and online
articles)
Sampling: 50 customers of Ryanair
Data analysis: Qualitative (Themes)

Theme 1: Majority of the respondents lies under age
group of 25 to 30 years
20-25 years 25-30 years 30-35 years 35 and above
0
5
10
15
20
25
Age
Series1

Theme 2: Majority of the customers are male
Male
76%
Female
24%
Gender

Theme 3: Customers are retired
Service person
Retired
Businessman
Others
0 2 4 6 8 10 12 14 16
Occupation
Series1

Theme 4: Customers are provided business
information through mobile marketing
Yes
92%
No
8%
Does Ryanair provides you marketing information
through mobile messages ?

marketing
Offers on services Discount Both
0
5
10
15
20
25
30
35
What specific information do you receive through mobile
marketing?
Series1

Ryanair has enhanced customer
satisfaction level.
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
30
35
Mobile marketing activities of Ryanair leads to enhanced
customer satisfaction?
Series1

Theme 7: Mobile marketing strategies of company has developed its brand image
Strongly agree
76%
Agree
10%
Neutral
8%
Disagree
4%
Strongly disagree
2%
In your view effective mobile marketing strategies has
developed brand image of company?

Theme 8: Brand image of Ryanair is positive due to presence of effective mobile marketing strategies
Yes No
0
5
10
15
20
25
30
35
40
45
50
Do you perceive Ryanair as a brand positively due to
presence of effective mobile marketing strategies ?
Series1

Theme 9: Information shared through mobile marketing is useful every time
Yes
94%
No
6%
Does information shared through mobile marketing is
useful every time?

messages encourages customers to carry
out inquiry of services
Very often
Often
Seldom
0 5 10 15 20 25 30 35 40
Does unique mobile marketing messages encourages you
to carry out enquiry of the promoted services?
Series1

Theme 11: Time relevancy is the most crucial factor present in mobile marketing of Ryanair
Time relevancy Cost Accessibility
0
5
10
15
20
25
30
35
40
What are the most crucial factors that are present
in mobile marketing messages of Ryanair ?
Series1

CONCLUSION
The entire study being carried out has supported in
knowing about mobile marketing practices of Ryanair and
its overall impact on customer satisfaction along with
brand image of business. Primary data collected has
supported in knowing that messages shared with the help
of mobile marketing has enhanced business performance
in the market. Further, information linked with discount
and offer on services is being shared with customers on
continuous basis. Such attributes present in the mobile
marketing has enhanced business performance in the
market. Ryanair understands the need of mobile
marketing and due to this reason this marketing tool has
been employed for enhancing customer satisfaction level.

Recommendation
On continuous basis company must carry out
market research so as to know about actual
need and requirement of its target market
and on the basis of this mobile marketing
message must be developed.
Time to time new and creative message must
be introduced so that purchase decision must
be influenced

THANK YOU