Marketing For Budget Airline Company Easy Jet Writing Assignment (Essay Sample)

Marketing for budget airline company easy jet
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Marketing for budget airline company easy jet
Introduction
Easy jet is a low cost British airline company that is based at Luton Airport in London. It operates both international and domestic flight with more than 820 routes in as many as 30 countries. It is very cheap and affordable and it does not offer frills such as flight meals. Due to its low fare prices, it has seen revenue grow even with economic recession, since many people are attracted to it because of its prices and quality services. Being a low cost airline, it has attracted many travellers who are price conscious and their market segment continues to grow even in hard economic times (Alvin, 2017).
Assessment of market segmentation
1 Leisure travellers
Easy jet’s market segmentation consists of leisure travellers who used the airline because they are presented with the opportunity to engage in leisure at a cheaper air fare price compared to other airlines. These leisure travellers are price sensitive thus making the airline’s low fare cost a major incentive for them. Majority of these travellers are in the middle class and they don’t require any fancy treatment while they travel (Bhasin, 2016). It is also important to point out the fact that travellers in this segment travel short or middle flights from their point of departure to their destination. The people in this segment like travelling in small groups as they engage in leisure. They prefer shorter and frequent trips compared to one long one. This segment fits right with the airline since it concentrates more on short distance travellers. One crucial factor to this segmentation is their age; many of the travellers in this segment are from the age of 19 to 54, since people who are much older prefer taking services which offer full services including frills (Charu Rastogi, 2012).
2 Independent business travellers
The market segmentation for Easy jet also includes the independent business travellers who work for small organisations or are either self-employed. Their mode of employment makes them become more price sensitive thus making them prefer to travel with Easy jet than to others, since they are looking at the aspect of cost (Fedosova, 2016). Majority of the travellers in independent business travellers in this segment are men who are of the age of 25 years and above. Unlike the age of the leisure travellers who were starting at 19 years old. Due to the nature of their work, people often travel individually or in some rare cases in a group of two or three. Majority of the business travellers are concerned with reliability and punctuality when it comes to departure and arrival time since the work dictates such conditions (Tan Yi Liang, 2010). Business travellers using this airline not so keen on in-flight services, they put much regard for the services since for one the distance is short and second, they are aware that it is the lack of frills that makes Easy jet much cheaper and affordable than other airlines (EasyJet., 2015).
Discussion of media channels
1 Social media platforms
Easy jet can use the social media platforms to reach its target market without incurring any cost at all. All that is needed is creation of accounts and profiles in these platforms, which are to inform both existing and potential clients of easy jet’s low affordable prices. This will give the airline major advertising which will be effective in reaching the target market as well as acquiring new customers. Such social media platforms include, Facebook, Twitter, Instagram as well as YouTube where they can post informative videos about the airline. This move will have a major impact on the young people more than the elderly (Nisan, 2016), but either way they will reach their target market (Johnson, 2010).
2 Tour and travel websites
Many travellers tend to search places to visit on tourism websites in order to help them make their mind and settle on a particular destination. Easy Jet can reach its target market by advertising on these websites as a way of complementing the information provided about a destination. It gives the means to reach to the desired destination. This will mainly attract the leisure travellers as they tend to consult such websites when planning for a trip. By doing this, the airline will further its influence and reach in their target market since it will promote convenience (Madsen, 2014).
3 Business journals
Majority of business travellers tend to read business journals, since they are in line with their profession. Easy Jet can use this to its advantage when it comes to the independent business travellers. Through adverting in these journals, they will be able to reach a target market, as they will have captured a media channel that specifically applies to them and carters for their needs. This will also increase the already existing customer base in the market (Powley, 2015).
Conclusion
Easy Jet has a unique market segment, one that considers price of services offered. This market segment is attracted to Easy Jet due to the fact that it has low air fares, which make many people to prefer it to others. Having both business and leisure travellers in there market segment has promoted it to make a lot of revenue since many people out there are not able to afford the expensive air fares and they need to travel. This situation opts them to pick Easy jet CITATION Eap \l 2057 (jet, 2015). The airline can adopt a number of media channels to reach their target markets present in their market segment. The media channels include social media platforms in order to create awareness at a cheaper yet effective cost (Whiten, 2015). The airline can as well advertise itself in both business journals in order to reach the business travellers, and travel and tourism websites to capture their leisure travellers.
Recommendation
1 Easy Jet should introduce in-flight meals for traveller...