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zondag 6 februari 2011

M2 part 1 analysing internet marketing oppertunity to EasyJet!


M2 part 1

The different opportunities that are offered for EasyJet in using internet marketing in relation with the 7p’s are:
Communication opportunity
Through internet communication EasyJet has the opportunity to present their services in details together with substance supporting information. Once all this is done, then they will be able through this opportunity to collect information about their customers and get database about their clients. So it helped them to promote their services online.
Through the use of their own website www.easyjet.com they will be able to let customers make online booking. Also to let them know all offers they have. In addition to that they also let them know if they are flying now to new destinations. Through the website all the customer can contact EasyJet through mailing. Also if customers make online booking then it will be cheaper than booking the ticket somewhere else, this will safe EasyJet a lot of costs, like employee costs. They also use internet communication to build relationships with their customers, competitors and everyone. They also keep track of their CRM records: customer’s visits, sales responses, respond to customers and manage e-mails.

As a customer you will be able to register/log in on the website of EasyJet to get a clear overview of your booking and also if you need any further information. So they actually personalise their page. Through this way Easyjet makes it easy for customers to book and so they attract customers

You can very easy notify their website, because of the orange colour, also from the easy name: EasyJet (Domain name, through this you can identify the website). EasyJet is having easy short domain name and that is very easy for customer to remember. Also EasyJet have used its own business name in the domain name. Furthermore a domain name is professional to EasyJet and it is a way of marketing themselves. As mentioned before EasyJet is only based online so having a domain name is it very important for them. Choosing for a domain name is important because you can find it in a search engines. Also because you will protect you name, so no competition/ no one will steal you name and use it.


Below you read some examples of how EasyJet uses their website for communication:
Ø      Customers are given a PIN number for each order on the web site which they give when they get to the airport.
Ø      The Internet is important to EasyJet since it helps it to reduce running costs, important for a company where each passenger generates a profit of only £1.50. Savings to EasyJet made through customers booking online enable it to offer at least £1 off to passengers who book online – this is part of the online proposition. Online buyers also benefit from paying the price of a local call, instead of the standard national rate of easy Jet’s booking line.
Ø      A later five-week promotion within The Times and The Sunday Times newspapers offered cheap flights to a choice of all EasyJet destinations when 18 tokens were collected. In total, 100,000 seats were sold during the promotion, which was worth more than £2m to the airline. Thirty per cent of the seats were sold online, with the rest of the transactions being completed by phone; 13,000 orders were taken over the Internet in the first day alone with over 15,000 people on the site at one point.

Also EasyJet communicate through the use of facebook/twitter. If you look at the facebook page you see they send all information and offers through the wall of their page to customers/visitors. And those visitors/customers can forward this to their friends/family, all this is for free.

The web site also acts as a PR tool. Haji-Ioannou uses its immediacy to keep newspapers informed about new promotions and offers by phoning and e-mailing journalists and referring them to the web site rather than faxing.

Product development opportunity
Through online product development the customer no longer need to waste their time and go to travel agencies to book. Also EasyJet through this strategy will be able to get more customers and increase their sales. So they are making it easy for the customer and so the customer will choose to book through EasyJet easily, because they are making a booking easy, this is in their advantage to gain more customers and keep existing customers happy.
EasyJet is an online based website so product development is really important to them, because it helps them to achieve customer’s targets and their aims&objectives and also to meet the customer needs.
EasyJet website is available 24/7 anywhere and anytime, all what you need is internet connection. And it gives you the opportunity to make a booing from their website quickly and easy.
On their website you can find pictures of their airplanes. Also on www.google.com you can find pictures about EasyJet and employees outfit.
Below you find a podcast of EasyJet
http://www.tipsfromthetlist.com/33250.html
Through market development EasyJet launched their website and start making sales all over Europe.
EasyJet sale tickets immediately. It is very easy to make a booking on their website, but you need to register before that. That way gives the customer a feel of secure.
Also EasyJet uses market development, because they allow weblink from other organisation (hotel/car rental) to be placed on their website. So they advertise for other business on their website.
Also through facebook they give the customers the opportunity to give their opinion or react on something on the wall (this is a B2c way).

They can reach a lot of customers the world,
It is not expensive for them, cheaper than having own travel agency, because they will have less expenses, like less employees and that will safe them more money.

It is cheaper to set up an online business than setting up an offline business; this gives the opportunity to EasyJet to offer more flies/destination to their customers online.
Also internet allowed EasyJet to e-mail customers and provide them with holiday deals and gives them information’s about it. Also they answers customer’s e-mails and complain.

Business efficiency opportunity
Through the increasing availability in web gives business of all kinds of opportunity to speed up their interactions with suppliers and customers.
EasyJet doesn’t really have a complete supply chain, because they are the one who supply seats to their customers and there’s a disintermediation, because they don’t have travel agency and they don’t plan to have or to sell their tickets through travel agencies. Because they will save more if customers will book online or through calling EasyJet. This supply chain is much shorter, because when the payment is made the seat is mostly guaranteed, all the booking can be made in a short time, from you home.
Also through the use of internet marketing strategy they improve sales and enter completely new service. With new services I mean flying to new destinations. Through the internet strategy they improve their sales, because if you book online they will give you a discount of 2.5 British pound for a single faire. This way will attract customers and let them book online. And so they will sale more sales[1] and make profit.
And EasyJet is a secure website where you can make secure booking from. This you can see from the https:easyjet.com. This gives the customer a feeling of secure to make the booking online and provide EasyJet with payment method. Easy jet has also data protection (see picture below).

Also through internet they are able to monitor the activity of their competitors, they can buy researches and information about them (all those information are available online). But EasyJet is ahead of their competitors (ryanair), they provide better services although EasyJet flight prices are bit higher than Ryanair prices. Better most customers are willing to pay more pounds in return to get better services.


As mentioned in the beginning of P3 EasyJet also promotes online.
They also use the Links methods. The used method is the Affiliate links, because when I enter www.easyjet.com I see on the right side of the website some companies (insurance companies/hotel agency), when I click on the advertisement I be transferred to their website. When I search on the website I can’t find any information about EasyJet. So I think EasyJet placed those links so when customers click on it they receive money.

Also they promote through Search Engines. Try to type flight tickets London Gatwick.


All the above mentioned opportunity offered to EasyJet by internet marketing are related to each other, because without ways of communication to customers then there will be not product development. If there will be product development then the customers wont know about it if there’s no use of communication and so this will reduce the business efficiency.





[1] In March 2000 EasyJet increased its online discount to £2.50 for a single trip – a higher level of permanent discount than any other airline. By September 2000, Internet sales reached 85% of total sales. Since this time, the growth in proportion of online sales has decreased. By 2003, over 90% of all Sales were online.

REDO:

Redo:

In addition to what is mentioned above:

The 7p’s are:

Products: They sell tickets to customer. They do that online, through their website. So they don’t need to have their own travel agency and so they will save a lot of money (rent, bills and more employees).
Price: EasyJet is known as a low-budget airline, so their prices are lower than other airlines or similar to them, but not expensive than the rest. They do a lot of offers. Through the use of internet they can send their offers to their customers.
Place:
www.easyjet.com is the website of EasyJet where you can book on. This is also their domain name. It is very easy website and everyone can remember it.
Promotion: Also special offers are great way. Through promotion they get the opportunity to attract customers to choose for them and book online.  EasyJet does a lot on the internet to promote themselves, they do that through Facebook, twitter and Hyves. But also through making their website looks good.
People: the customer service of EasyJet. You can contact them through the website or you can call them and they will help you with your questions.
Processes: EasyJet does have a good customer service; because they answer all the questions of a customer also you can reach them through telephone. If you send them an e-mail with your question, then it won’t take them too long to answer your questions.
Physical evidence: Their website is designed in orange colour and so the customer will notice it and this will be printed in their head.

All the mentioned 7p’s are related to each other and all this contributes to the opportunity for internet marketing, because so it makes it easy for EasyJet to gain new customer and also to keep their customers happy! But this also gives them the opportunity to deliver a good service for lower prices.

Sources:
Easyjet.com
Facebook.com
BTEC Business Book
Google.com

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