Marketing

Ryanair Marketing Strategy

Over the last few months Ryanair have been running various poll’s on what new charge the airline could introduce to raise funds. I’m surprised at how much coverage these poll’s have received in the press, because when it comes to Ryanair there certainly is no such thing as bad publicity.

The costs of flying with Ryanair have increased dramatically over the last year or so to the point where recently friends with one checked bag paid 33% of their ticket on the flight, 33% on taxes and airport charges and another 33% on Ryanair charges.

Ryanair have always been ones to court controversy and this latest round of poll’s has provided them with ample coverage in the media. Some of the stories include;

1. Instead of seats, standing space with a ledge to lean upon will be provided in a section of the plane, these areas will be cheaper to buy space in. For one I have never seen anybody standing during take off and landing, that goes for cabin crew who are clearly told a few minutes before landing to take their seats. Also how much cheaper can these ‘standing seats’ be? Considering now the cost of the seat is on 33% of the overall ticket? Also this story first reared its head as an April Fool’s joke several years ago in an Irish newspaper.

2. Passengers will be charged to use the toilets. Not sure about this one either as I have never been somewhere that sells food and drink that didnt have toilet facilities. I’m not sure why this would be different in the air.

3. Passengers will have to load their luggage onto the plane. The logistics of this dont make much sense. Firstly it already costs a lot to put a checked bag on, and the Ryanair argument has been regarding the weight of the bag. Second these bags need to be security checked and then passengers expected to carry them through the terminal onto the plane. Is there a security issue having such luggage being brought through the terminal? Also for a family going away that need a trolly to bring all their luggage through, will they be able to bring a trolly out onto the runway up to the plane?

So I await with baited breath what the next Ryanair announcement will entail.

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