Air france vs easyjet : advertising and communication
7159 mots
29 pages
DOSSIER : AIR FRANCE vs EASY JETEASY JET
Table des matières
1-Objectifs 2 EasyJet promotion or communications strategy 2
2-Market & Audience 2 1-Easy jet &Market 2 2-Easy jet & Communication contexts 2
3-The message & support : Analysis 2 1. Easy jet Logo & Brand 2 2. Strategy: 2 3. Tools 2 3.1 Analysis of some adverts & messages 2
4-The constraints 2
1-Objectifs
The company was originally set up in 1994. As a low-cost airline, looking to undercut traditional carriers such as British Airways, it needed to create a lean operation. To achieve this, Haji-Ioannou decided on a single sales channel in order to survive. He chose the phone. At the time this was pioneering, but the owner was encouraged by companies such as Direct Line insurance, and the savings which direct selling would bring.
The Internet is important to easyJet since it helps it to reduce running costs, important for a company where each passenger generates a profit of only £1.50. Savings to easyJet made through customers booking online enable it to offer at least £1 off to passengers who book online – this is part of the online proposition. Online buyers also benefit from paying the price of a local call, instead of the standard national rate of easyJet’s booking line.
The easyJet web site became the main sales channel for easyJet from its launch in the 1990s. The Internet was used for service delivery and marketing communications. The benefits of a planned strategy to the e-channels.q
Flight promotions are intended to avoid attracting people who’d fly with easyJet, so advanced booking schemes are intended to achieve that.
EasyJet promotion or communications strategy
EasyJet frequently varies the mix by running Internet-only promotions in newspapers. easyJet ran its first Internet-only promotion in a newspaper in The Times in February 1999, with impressive results. Some 50,000 seats were offered to readers and 20,000 of them were sold on