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

Twitter

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 ?

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