Easyjet, one of the original leaders in the budget sector of flying have just increased their profits by 28% – very impressive in the face of rising fuel costs. After languishing in the doldrums for some time, the new Chief Exec brought in a marketer Peter Duffy who has re vamped the business offering to the customer.
Research and testing the customer process on a regular basis, recognising the need to go digital for customers, focussing the brand away from Stelios to being a mainstream airline, improving communication content and communication speed, all the above play their part in the practical day to day activity to improve the customer offering. They now perceive their competition as being other major flag carriers and now have 64% of passengers in the ABC 1 category. They distance themselves from Ryanair.
As ever in marketing, it is all about understanding customers in the first place.
Great example of marketing contributing directly to the bottom line of the business .
For more information on how to use sound marketing techniques to grow a business contact russ@rfm.co.uk