Marketing mix of easyJet (7Ps of easyJet)
This is a detailed assessment of the marketing mix of easyJet. It examines how the airline makes use of the 7Ps to devise its integrated marketing communications strategies. easyJet is a British multinational low-cost airline.
Products and services of easyJet
easyJet offers a number of services. One way and return tickets, holiday packages, and business travel are some of its popular services. It also offers other services such as car rental and airport transfers.
easyJet offers group bookings for 15 or more people. The benefits of group bookings include but not limited to all the group members sitting together, sharing baggage allowance, and paying with multiple cards. Similarly, easyJet Plus card holders enjoy a number of benefits. However, it is worth mentioning that group bookings do not offer any discounted prices (easyJet, 2021).
Pricing strategies of easyJet
easyJet is a low-cost airline. In fact, it was the second-best low-cost airline in the world, and the best in Europe in 2019 (Skytrax, 2021). It does several things to keep its running costs low to offer passengers affordable prices. Emailing tickets and boarding passes to passengers and selling many things to them on the plane are some of those techniques.
Place/distribution channels of easyJet
Place plays a big role in the Marketing mix of easyJet (7Ps of easyJet). The airline flies to over 150 destinations across the world. It is headquartered in the UK’s Luton international airport. Passengers can purchase tickets directly from it. Likewise, its fares are available through GDS (Global distribution system). easyJet mobile app is also a great tool to book and manage flights.
Promotional strategies of Easy Jet
easyJet’s integrated marketing communications strategy is very solid. It advertises on TV to keep on reminding passengers of the low prices. Likewise, its social media presence is good as well. For instance, it has 1.8 million Facebook followers. However, it has only 380 thousand followers on Instagram.
easyJet sometimes offers deals i.e. further discounted prices. Likewise, it has a flight club program. It is a loyalty program for its most frequent flyers. A customer can only become a member through invitation.
The benefits of the loyalty program include fee free changes i.e. members can change the dates and the travel destinations without having to pay any admin fees. Another benefit is a price guarantee i.e. if a customer finds a better deal within 48 hours of booking, then easyJet will refund the difference and give a voucher of 10% of that difference for the next flight (easyJet, 2021). Certainly, this is very convincing for many passengers.
People strategies of easyJet
The cabin crew and pilots of easyJet are very professional and friendly. Both go through extensive recruitment and training programs to make themselves prepared for the jobs.
The airline employed around 15,000 people at the start of 2020. However, in May 2020 it announced cutting up to 30% of the jobs making many employees frustrated at a time of global crisis (BBC, 2020).
Processes at easyJet
Different business functions may have different processes. For instance, easyJet offers online Check-in service which is quick and easy. Though passengers have 30 days to do check-in, they must complete the process at least 2 hours before their flights depart.
Physical evidence of easyJet
easyJet has a nice and user-friendly website. Its aircraft look nice, and the colour and logo are easily recognisable. However, some passengers shared online pictures of dirty tissues, hair and crumbs scattered across the seats and floor raising concerns about cleanliness (Hockaday, 2020).
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Last update: 01 May 2021
BBC (2020) EasyJet plans up to 4,500 job cut. available at: https://www.bbc.co.uk/news/business-52830665 (accessed: 28 March, 20201).
easyJet (2021) What we do, available at: https://corporate.easyjet.com/about/what-we-do (accessed: 28 March 2021).
Hockaday, J. (2020) EasyJet passengers find dirty tissues, hair and leftover food all over planes, available at: https://metro.co.uk/2020/09/02/easyjet-passengers-find-dirty-tissues-hair-and-leftover-food-all-over-planes-13215769/ (accessed 30 April 2021)
Skytrax (2021) World’s Best Low-Cost Airlines 2019, available at: https://www.worldairlineawards.com/worlds-best-low-cost-airlines-2019/ (accessed 30 April 2021)
Author: M Rahman
M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.