Markets Segmentation And Market Mix Of Easyjet Marketing Essay

Markets Segmentation And Market Mix Of Easyjet Marketing Essay inductionEasyjet is a successful example of a European no-frills flight path. Founded by the Cypriot Stelios Haji-Iaonnou in 1995, Eayjet gained a dominant merchandise position oer time thanks to its excellent merchandising strategies. How Easyjet has segmented its market for its study harvest-tide and what is the marketing mix? Which parts of the marketing mix argon d unrivalled efficiently and which parts need some improvementsMarkets segmentation and marketing mix of EasyjetEasyjets market segmentationLow-cost airlines like Easyjet, wipe out picked up some customers from their traditional competitors like BA (British Airways) or Air France, scarce have specially created a large traffic of induction (creating a new market). Easyjet operates in a different way to Ryan Air its bear competitor in the market, which is targeting the leisure traveller for whom the just the ticket worth is chief(prenominal). Easyje t has the identical type of clientele for whom the ticket price was slightly less important and also work customers whose companies seek to save on transportation costs, nevertheless c ar about the travels conditions. So Easyjet has two different kind of customers who are leisure customers and the business customers.1.2 Easyjets marketing mixAny business that does non have a concerted marketed strategy is setting itself up to fail. So what is the Easyjets marketing mix in term of harvest-tide, place, price and promotion? crossroadProduct is the nearly important comp binglent in an organization. Without a product there is no place, no price, no promotion, and no business. Product is anything that push aside be conjureed to a market to satisfy a want or a need. It is the core ingredient of the marketing mix and is everything favourable and unfavourable, genuine and intangible received in the ex change over of an idea, service or better (Kotler 11th edition, 2003). Easyjet i s a business offer service products, flights across destinations, in the transportation industry. Easyjet operates over 500 routes and has 182 aircrafts in 28 countries (www.easyjet.com).Easy-Jet positions itself as inexpensive airlines or better as cutting costs airlines. Its product strategy stops to the actual product without concern about the augment product. They dont offer service at all but just the ticket. For example Easy-Jets product strategy ends at the expected level of five-product levels. in that respect is no augmented product. There is no business arse on flights (Easyjet offer a mono class of female genital organ but does not offer endure minute deals), no executive lounge at airports, no lighten food and drinks on flights, no entertainment on flights, and in most cases Easy-Jet flies from major airports.PlaceEasyjet targets customers looking to minimise their transportation costs, or any type of customer looking for a low price. In general Easyjets customer is a customer who started to prefer the plane to body politic transportation to browse for short distances between different cities served. So Easyjet is competing as well with the airlines as the land transportspricePrice is the value primed(p) on what is exchanged during the marketing process. The customer exchanges his/her money or bribe in return for a satisfaction or utility (S. Dibb and L. Simkin 2001).Easyjet has eer had a unidirectional ticketing policy. The airline has only one price in the market for any one flight at any one time. The lowest fare is offered into the market first and then prices rise as the departure draws closer and the seats are sold. This ticketing philosophy is transparent to consumers. There is a value for money offering, which is easily beneathstood by consumers. By offering only one price in the market, the consumer is confident that shop around using other channels or making great ticketing restrictions will not reap the reward of lower fare s. As the airline educates their consumers that the cheapest fares are sold first, consumers checking prices are more likely to purchase instantaneously as they will have confidence that lower prices are not likely to appear later. The airline only lead astrays tickets on a one-way basis and therefore if a passenger wants a return ticket they must buy two one-way tickets. The advantage of this for passengers is that they can keep short stay trips without having to pay flexible return ticket prices. For business travellers the availability of flexible tickets is usually considered important. If a business meeting runs over the traveller needs to be able to change their ticket and bear a later flight. This depends on two things. Firstly the ability to change the ticket, and secondly the availability of a later flight to change on to. Easyjet has been targeting business travellers and therefore they have addressed these issues by increasing the telephone number of daily flights to key business destinations and by introducing a method of changing tickets. For a fee of 10 Easyjet passengers can change their ticket to a different flight as long as there is an uncommitted seat on the desired flight To reflect the current market price, the traveller will have to pay the difference between the price they originally paid for the ticket and the current price for a seat on the required flight. The airline can then release the seat no longer required on the original flight and sell this seat again.promotionThe distribution policy of Easyjet shows a high affair of direct sales from call centre and mesh outside traditional distribution channels. 95% of the seats are sold online (www.easyjet.com).They use electronic ticket, reducing cost of ticketing procedures and remove twoKinds of costs-commission for travel agencies-transaction tie in to reservation establishmentsWhat part of the marketing need to be improved?Easyjet is one of the most successful of the new eco nomy carriers in Europe. So they have a strong marketing strategies and it is going to be a undersize bite difficult to change this strategy but it can invariably been improved.ProductEasyjet could benefit from randomly offering last-minute deal under its single pricing strategy. By occasionally lowering ticket prices to ruin up revenue on some unbooked-flights, Easyjet could create the expectation that much(prenominal) bargains would be available on a predictable basis.Easyjet could create other brand having different mission and different market target and offering an augmented product such a better quality at a low price as Delta Airlines did with Song.PromotionThe use of the internet ticketing is dangerous in case of dysfunction of the server because of infection by viruses or any other kind of software problem.It is undeniable that this system reduces cost but it can cause problem if the general is fey by problem.ConclusionIf the other marketing strategies enable the comp any to valuate everything about the business, only the marketing mix