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ABR 2025 26(Entrepreneurial)printed 81 · PDF 95
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Unique selling point:
The model that ryanAir works is that of
offering extremely cheap flights with
low maintenance which results in its
target audience being budget crazy
customers who want the cheapest they
can get. Its USP results in its target
audience
being
primarily
of
those
budget travellers, but to dive a bit
deeper
into
the
kinds
of
these
customers
it
includes
business
passengers, as they get attracted to its
low costs to cut down on travel
expenses, students who require cheap
flights to and from countries as it
promotes discounts for students, it also
targets families as its programs include
priority boarding for families with young
children and family friendly seating
selections. This USP has also resulted in
it being resilient to marketwide threats
such as the covid 19 pandemic in which
it resorted to keeping skeleton flights
meaning it grounded most of its fleet,
infact it grounded over 99% of its fleet
but kept a small number of its flights
open at the EU governments requests. It
operated
mainly
on
helping
EU
nationals when they were stuck abroad,
transporting
any
goods
medical
supplies or workers wherever needed
and
also
maintaining
connectivity
between key cities. All of this alongside
its huge cash reserve, and its albeit
controversial techniques to cut costs
even then, following its business model,
such as reducing employee wages
cutting
jobs
altogether,
and
even
negotiating with airports for lower fees
resulted in it fairing way better then
others. Another unique point that aided
in its covid 19 resilience was the fact
that since it operated on a low cost
model for cheaper tickets, it bought
planes in bulk to organise cheaper
costs from boeing and it also only
bought one model. It not only bought in
bulk but it also sold the airplanes off
quite early, around after 8 years of use,
especially considering other legacy
airlines as this results in it not needing to
pay those hefty maintenance fees. This
aided it in covid 19 as when the flight
restrictions finally wore off it was able to
launch its fleet quicker then other
airlines resulting in it capturing a larger
market share and a dominance in the
market. However to make up for its dirt
cheap tickets RyanAir has introduced
numerous hidden fees such as extra
money for extra luggage.
Marketing strategy:
To understand RyanAirs marketing we
have to look at their buyer persona. It
consists of the customer being relatively
young, and as such focused on prices
alot. They love a good deal and also
love to travel around the world. Hence
they want to budget travel and would
love any travel deal they can acquire.
Since they are part of the younger
generation they are quite active on
social media like instagram, facebook,
twitter, etc and as such check out
reviews and critics. So through all of this
their motivation is cheap travel. But the
problems they face would be that of
hidden fees with limited service options.
They would also desire softer and more
comfortable seating and any extra
amenities.
Now
RyanAirs
marketing
strategy hinges on their main selling
point, which is their extra cheap flights
with
many
promotional
materials
consisting of marketing messages such
as ‘’Europe's cheapest flights”. These
ads often also promote shockingly low
81
Enterprise Edition