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E- Marketing- MN319“Colour your world live”Team Innovaders
European Airline Industry
Industry ReviewIndustry Overview
• Air transport industry important economically & socially.• Effective transfer of goods & people• Facilitates economic growth, tourism, trade, investment & Integration.• 1992 – EU expansion, reduced trade barriers & De-regulation lead to a
more competitive market• Emergence of Budget airlines – Make flying affordable & accessible.
Industry Overview
• Irish Airspace – Irish Aviation Authority: Safety regulations, pilot licensing & air traffic control
• Recession: 3.8% Decrease Inter-European flights 2012 compared to 2011
• Growth forecast @ 3% per year from 2014• By 2019 11.2 million flights within Europe forecast
Five Profiled Organizations
Based on number of passengers carried in 2011:
1. Lufthansa - 100 Million
2. Air France - 75.8 Million
3. Ryanair - 72.1 Million
4. Easyjet - 55 Million
5. Aer Lingus - 9.5 Million
Website Review
• Aer Lingus – easy to navigate, well organised, clearly laid out. Considered one of the best websites.
• Ryanair – practical, functional website. Little visual appeal. Strongest online value proposition
Effective Message – Budget• Neither Airlines website has any links to social networks.
Website Review
• Air France – Bland design. Focus of site unclear, no drop down menus, but links to all social media.
• Easyjet – cluttered, poor layout, distracting images, clear value proposition – budget.
• Lufthansa – Upmarket feel. Appeal - wide audience. Budget & Business passengers.
Links to all social media.
Mobile Review
Mobile Review Continued. . .
BOSS METRICS REVIEW
BOSS METRICS REVIEW
Social Media Review
• Air France uses catchy imagery, promotions and regular updates to engage with social networkers.
• Ryanair is extremely inactive on all social networks that we reviewed.• EasyJet segments its Social Media accounts to engage with networkers
on a broader level.• Similarly Lufthansa segments its accounts, which acts as a Social Media
networking tool.• Aer Lingus lacks interaction on Social Media Websites however uses
Social Media as a tool to re-direct inquires to its official website.
BENEFITS OF SOCIAL MEDIA TO AIRLINES
• Produce great PR • Create Brand Awareness• Drive Traffic To Websites• Attract & Retain
Customers• Find out what customers
think - Feedback• Encourage dialogue
about brand• Find out what customers
have in common• Presents opportunities to
improve service
Conclusion
• Air France & Lufthansa – Advanced Use – Millions of Followers/fans, Regular Tweets/Posts/ – Tech Savvy Image
• Easyjet – Moderate Use. Best Mobile App
• Aer Lingus & Ryanair – Marginal Use. Poor Apps. Ryanair Not Verified. Rely on Website to communicate Value Proposition.
“Social Media Is Not Just A Trend”
The End
Thank You For ListeningCan We Have your Questions Please ?
Thank you for your attention!
Questions Please ?