Easyjet Marketing
Commercial Techniques
1. Company name, short presentation and Product Description Identify the product category and describe all the characteristics of this category of product. Describe the product; you need to cover all the elements (core benefit, actual product and augmented product)
Easyjet is a low-cost airline with headquarters in London's Luton Airport. It's owned by EasyJet Holding Limited, who's CEO is Stelios Haji-Jannou.
EasyJet operates 580 routes around all of Europe and 104 between Europe and airports in northern Africa. The company sells it's own tickets directly to the user trough the Internet and by phone, without the need of requiring the services of third party companies, such as travel agencies. In spite of this, they allow other websites specialized in plane tickets booking (Eg. Edreams) to sell their tickets.
EasyJet's business model relies on subcontract arrangements for most of the services that the company needs to provide to it's costumers. The plane ticket only gives you the right to have a seat, but all the other services that regular airlines would include in the regular fee are not given to the EasyJet costumer. Food and drinks are charged for, the ticket is given to the user for him to print at home, there are no different classes with a variable fee and the seats are not assigned.
In contrast with the other low-cost airlines, Easyjet gets to the main European airports, yet, like most of them, charges for any piece of luggage other than handbags.
In Spain, they have subcontracted the check in, luggage checking services and ramp services.
Nowadays, EasyJet owns 183 Boeing 737-700 planes. By using only one plane model, the company benefits from discounts in mass production with the manufacturers.
In terms of marketing, most of the market strategy is based on the image of being allowed to fly simply with a pair of jeans. The first
1. Company name, short presentation and Product Description Identify the product category and describe all the characteristics of this category of product. Describe the product; you need to cover all the elements (core benefit, actual product and augmented product)
Easyjet is a low-cost airline with headquarters in London's Luton Airport. It's owned by EasyJet Holding Limited, who's CEO is Stelios Haji-Jannou.
EasyJet operates 580 routes around all of Europe and 104 between Europe and airports in northern Africa. The company sells it's own tickets directly to the user trough the Internet and by phone, without the need of requiring the services of third party companies, such as travel agencies. In spite of this, they allow other websites specialized in plane tickets booking (Eg. Edreams) to sell their tickets.
EasyJet's business model relies on subcontract arrangements for most of the services that the company needs to provide to it's costumers. The plane ticket only gives you the right to have a seat, but all the other services that regular airlines would include in the regular fee are not given to the EasyJet costumer. Food and drinks are charged for, the ticket is given to the user for him to print at home, there are no different classes with a variable fee and the seats are not assigned.
In contrast with the other low-cost airlines, Easyjet gets to the main European airports, yet, like most of them, charges for any piece of luggage other than handbags.
In Spain, they have subcontracted the check in, luggage checking services and ramp services.
Nowadays, EasyJet owns 183 Boeing 737-700 planes. By using only one plane model, the company benefits from discounts in mass production with the manufacturers.
In terms of marketing, most of the market strategy is based on the image of being allowed to fly simply with a pair of jeans. The first