Analyze Marketing Principle Essay Example

iris website played an important role in providing clear information about India action without hiring PR companies. Captions such as "The web's favorite airline," "Battle with Sassier," and "Come let's fly Easiest" made the company popular among UK customers. Additionally, Easiest Airlines was featured in a TV series from 1999 to 2007.

When evaluating marketing orientation for the case organization, there are two approaches discussed: product oriented and marketing oriented approaches to product development.The former focuses on developing products based on the company's choice or expertise, while the latter analyzes customer needs and wants to develop successful products. Task-2 of Easiest Airlines involves making marketing decisions influenced by micro environmental factors such as assets, employees, agents, and vendors. In terms of assets, Easiest owns all its planes and has full control over them, eliminating the need for rentals or shared ownership. This allows for complete asset control. As for employees, Easiest operates with a smaller staff due to their no-frills strategy, minimizing onboard services. Furthermore, Easiest employs a direct selling strategy without outsourcing marketing or customer services which grants them control over these areas. Additionally, there are macro environmental factors that indirectly impact the business beyond direct control like political, environmental, and social anthropological factors that necessitate adaptation. When it comes to market segmentation for products at Easiest Airlines they employ three commonly used types - geographic segmentation considers customer location, regional growth rates, and macroeconomic factors in specific areas; demographic segmentation takes into account age gender ethnicity education occupation income and family status; psychographic segmentation focuses on values attitudes loyalty and order size.The goal of Easiest airline's owner is to attract 6 million customers annually

by targeting the entire population of Europe, which amounts to 56 million people. Easiest primarily serves both business and leisure travelers in Europe who visit tourist destinations or travel for business purposes. They cater to customers whose flights are either paid for by their companies or who choose travel packages with various services at major European destinations. When determining a marketing strategy, important factors to consider include the level of market maturity, buyer preferences and needs, and competition dynamics. The number of sales required also needs to be taken into account. Upon entering the market, Easiest faced strong competition from British Airways and Ryanair. However, their research revealed that business customers prefer affordable flights for shorter distances while leisure travelers value additional services. Buyer behavior can vary depending on different purchasing situations, and social factors greatly influence customer decision-making when it comes to accepting or rejecting a product. To attract customers and gain recognition, Easiest used captivating captions like "Battle with Sassier" or "Low fares needn't con!" on their website. This led to increased customer visits and widespread awareness about their brand. Psychological factors such as individual motives, perception, learning, personality traits, and attitudes also play a role in influencing buyer behaviorTo capitalize on this, Easiest introduced trivia and I KC dips unquestionable to keep customers engaged and encourage revisits. In 2002, the company even rewarded five thousand customers with 2000 E each as an additional incentive for regular site visits resulting in substantial revenue.

Personal factors such as situational circumstances, lifestyle choices, and demographic information also influence buyer behavior. As a low-budget airline targeting business customers specifically, Easiest focused on providing quality service at affordable

prices. Easy Jet has successfully appealed to customers' motivations and achieved positive outcomes.

The company is currently expanding its presence in North America and select countries within the Capacity ICC market. Business customers in these regions prefer air travel for short distances. To solidify its position and attract new customers, Easy Jet can leverage sister companies Scarce and Systoles. Collaborating with road transport and leisure companies would also allow them to offer comprehensive packages that cater to various customer needs.

Easy Jet has gained a competitive advantage by delivering similar products as its rivals at a lower cost. This budget airliner competes with airlines like gibberish Airways, Elf thanes, and Air France. Additionally, Easy Jet offers valued services and better options to customers at the same price as its competitors.

In terms of ticket distribution methods, Easy Jet differs from Ryanair.Easy Jet and Ryanair have different target markets, with Easy Jet focusing on major European destinations and Ryanair targeting smaller cities. Easy Jet uses a direct marketing distribution channel to reduce costs and maintain control over sales. They also employ a penetrating price strategy by lowering prices to meet customer demands and increase demand in return, aiming to maximize profits. The text discusses two promotional strategies: push strategy, where the company promotes its products or services to wholesalers and entertainers; and pull strategy, where the company directly promotes its products or services to customers. Easy Jet operates in the service industry and prefers direct marketing, utilizing a pull strategy to communicate with customers. They employ various communication methods such as including their website address and phone number whenever possible, even displaying this information on their Boeing aircrafts. Easiest

also runs internet promotions in newspapers, including one advertisement in "The Times" in February 1999. These efforts led to their success, selling 90% of their 50,000 seats on the first day and all remaining seats within three days. By implementing these strategies, they were able to reduce their workforce by 250 jobs and save money.Furthermore, the option to reserve first-class seats in advance is offered by Easiest as shown in the accompanying table. Instead of employing PR companies, the company's website acted as a means for self-promotion. Eye-catching captions like "The web's favorite airline," "Battle with Sassier," and "Come let's f If" were utilized in their marketing campaigns. Easiest gained popularity in the United Kingdom after being showcased on a TV series about airlines that aired from 1999 to 2007.

The marketing mix, which includes product, price, place, and promotion, has expanded to incorporate three additional elements referred to as the Seven As. These extra As were introduced due to a shift towards customer-focused marketing and the dominance of the service sector in today's economy. The three additional As are particularly crucial within an extended service mix and encompass considerations for physical layout.

In previous times, consumers did not have access to the physical layout of production units such as factories. However, with contemporary retail establishments like record stores and clothing shops, consumers now expect a high level of presentation and ease of navigation. This expectation also applies to educational institutions such as colleges and universities where students have higher expectations for their accommodations and learning environments. Thus, these institutions are increasingly dedicated to creating appealing learning environments alongside amenities such as shops, bars, and student

housing facilities.In addition, airports now aim to provide stimulating environments for air passengers, offering interesting departure lounges and activities for young children. Similarly, hairdressing salons are expected to have pleasant waiting areas with appealing reading materials and access to coffee. It is important to note that the significance of physical layout applies to both traditional brick-and-mortar stores and virtual ones or websites.

Customer service plays a crucial role in influencing customer loyalty in today's service industries. Telephone queries and face-to-face interactions are essential for ensuring customer satisfaction. The role of call center staff and personnel involved in customer interfacing is vital for maintaining positive customer relations.

Effective marketing involves various processes related to customer service, such as handling complaints, identifying needs and requirements, managing orders, and other similar activities. These processes fall under the modern marketing mix known as the 7 As: price, product, place, promotion, physical presence, provision of service, and processes.

While the marketing mix is particularly relevant in the service industry, it can also be applied to any business that prioritizes meeting customer needs. In Task-4 of our project, we will develop marketing mixes for two different segments within consumer markets.

When selling a product to customers, careful consideration should be given to its features and design.Whether the firm manufactures or purchases the product for resale purposes, they must determine which features will appeal to their target market. Organizations introducing a new product into the market should consider its intended audience and the benefits customers can expect from it. The firm needs to identify the advantage or unique selling point of their product and plan how they will position it within the market. This information can

be used to guide the design, packaging, and value-added efforts for their products. To learn more about product strategies within the marketing mix, please click on this link: Marketing Mix and Product strategies Price.

There are various pricing strategies available, but it is crucial for each strategy to at least cover costs unless using price as a way to attract customers (known as loss leader pricing). The value of a product depends on people's willingness to pay for it. The amount your target market is willing to spend on your products or services depends on factors such as product features and their budget. It's also important to consider competitor pricing and other factors in your marketing environment.

Within the marketing mix, the Place element focuses on where the product is manufactured, stored, and transported to reach the customer. Ensuring that the product reaches its destination in a timely manner without any damage or loss is crucial.The location of a business should be convenient and accessible for customers, especially if it is where the product is sold. If the location also serves as a sales point, it should be low-cost or free for customers while still being reasonably priced for the business itself. Effective communication of a product or service's benefits to the target market is crucial for its success. Promotion involves various activities that aim to increase awareness and encourage customer purchases. Advertising is one type of promotion, but not all promotions involve advertisements. Promotional strategies differ depending on whether they are targeting consumer sales or business-to-business sales. Several factors influence a company's choice of promotional strategy, including campaign purpose, budget constraints, legal regulations, target market, and

marketing environment. For more information on place within the marketing mix, please visit the Marketing Mix and Promotion Strategies link.In addition to the traditional marketing mix elements, service marketing also includes people, processes, and physical evidence components. To learn more about UPS in service marketing specifically, click on the provided link. The rise of online sales has greatly impacted how firms implement their marketing mix. For insights on using the marketing mix for online marketing, please follow the attached link. With an increasing focus on environmental concerns, there is a growing demand for eco-friendly products and services. This sustainability focus has introduced terms like "carbon footprint" and "offsetting." Many organizations have adjusted their marketing strategies to meet consumer demand for environmentally friendly products. One way to illustrate the differences between marketing products and services is by highlighting the five characteristics of a service. Firstly, a service lacks ownership and cannot be physically stored unlike a product. When you purchase a rare plane ticket to travel to the USA, you are essentially acquiring a service that starts at the beginning of your flight and ends at its conclusion. Unlike products, services cannot be taken home with you. Secondly, services are intangible in nature compared to tangible products that can be held or touched. Services provide experiences that customers engage with instead of physically possessing them. Lastly, services have a strong connection with their providersServices differ from products in that they require direct action from the service provider. For example, if you hire a company for ironing services, they physically iron your clothes for you. Services also have a limited duration and cannot be stored for future

use like products can. So, if you want to redesign your house in the future, you would need to purchase the interior design service again.

Firms establish systems and procedures to ensure consistent service delivery; however, external factors beyond their control (such as weather conditions or other passengers on a plane) make providing identical service experiences challenging.

The marketing mix for services is similar to that of products, with four key elements: Product, Price, Place, and Promotion. However, services include three additional elements: People, Process, and Physical Evidence. People are crucial in delivering services as they represent the organization and influence customer judgments. This was evident during the London 2012 Olympics and Paralympics when volunteers received praise as "games makers." Organizations often seek "Investors in People" Accreditation to demonstrate their commitment to training staff according to prescribed standards.

Process is another important element in service provision as it focuses on the systems used to deliver a service.An example of an efficient process is when Burger King delivers a Whopper Meal in just 2 minutes. Banks also rely on streamlined processes based on expiry dates to automatically send out replacement Credit Cards. Offering efficient services not only fosters consumer loyalty but also inspires confidence in the company. Clear and efficient processes are necessary to avoid confusion and maintain consistent service quality. Physical evidence, which includes tangible aspects like the condition of a room for retailers operating out of shops, is an essential component of the marketing mix. It can differentiate a company from its competitors and even allow them to charge higher prices for their services. For instance, hotels may offer the same bed to sleep on, but

customers' willingness to pay can be affected by the physical evidence (condition) of the room they stay in. Customers make judgments about organizations based on these tangible aspects of the service they receive. When entering a restaurant, customers expect a clean and friendly environment; if it is dirty or has an unpleasant smell, they are likely to leave without receiving any service. International marketing enables businesses to offer products and services worldwide while being customized to meet specific needs and demands in different countries. Companies often opt for international trade due to intense competition and declining sales in domestic markets.Expanding globally is viewed as a remedy for declining sales and prolonging the life of products nearing their cycle's end in local markets. The ease of international travel and technological advancements have further aided national brands in venturing into global markets. Furthermore, overseas markets frequently encompass comparable market segments to those present domestically.