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Marketing Principles Essay Example

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Marketing Principles

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They target small entrepreneurs, businessmen and people who travel on leisure with their family as well as youngsters. Haji-Loannou was a man with a great vision. He sold the 10 millionth ticket of easyJet as they aimed within four years of starting the service. easyJet was able to establish the same only through vigorous marketing and serving the right target customers.Pricing was their main focus in every ad. Travelling through easyJet is cheaper than travelling through train for certain famous destinations. They never had a fixed price for a particular seat on flight flying on a selected location. The sooner the person books the ticket, the cheaper the price is. The costs of the tickets vary based on the holiday season, weekends, and the seating location etc. If a person wants a window seat on the first row, he has to pay a little extra. People who wanted specific luxuries were able to fulfil their requirements at a very low cost through easyJet. The company did not provide very cheap service. At the same time it did not make it quite costly too. The customers flying through easyJet always feel they are paying only for the luxuries they are actually using and not spending one extra penny.They always used different types of platforms for marketing. All the bookings and reservations for easyJet can be done through their website. They were the first LCC to use the social media for marketing. They have over 54885 followers on Twitter and nearly 120000 people follow their Facebook page. Any new features announced by them reaches the users in blitzkrieg speed through the internet. While the other flight carriers depend upon TV and print media ads to popularize their new schemes, easyJet’s new promotions and discount schemes reach the public in no time through the web. Their ads rightly claim themselves as "the webs favourite airline". Further there are ample cost benefits in using them. The amount spent for marketing through social media is much cheaper than other forms of advertising.Macro analysis of a particular company can be done through the PESTLE Analysis.The IT boom in the world created many upper middle class families who were ready to spend much more money on holidays. This affected the growth of LCCs significantly.Political Factors: The war in the neighbouring countries and the unsteady governments might affect the

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1. Barbot, C., 2006, ‘Entry and Accommodation in Airline Markets: easyJet Caught in the Middle on the London-Grenoble Route’, CETE, Retrieved 17th January, 2013, from http://www.fep.up.pt/investigacao/cete/papers/DP0602.pdf

2. Blythe, J., 2006, ‘Principles & Practice of Marketing’, Thomson Learning, London, Retrieved 17th January, 2013, from http://books.google.co.in/books?id=KN6PqQMnFBAC&printsec=frontcover&dq=kotler+marketing+management&hl=en&sa=X&ei=xfH2ULf2BYOQrgewlYHwAw&ved=0CDMQ6AEwAA#v=onepage&q=marketing%20mix&f=false

3. Cole, A. G., 2004, ‘Management: Theory and Practice, Geraldine Lyons’, London, Retrieved 17th January, 2013, from http://books.google.co.in/books?id=HQhvAnb4TgMC&pg=PA272&dq=porters+marketing+mix&hl=en&sa=X&ei=_O72UIygGsH_rAfwx4HYCQ&ved=0CDAQ6AEwAA#v=onepage&q=porters%20marketing%20mix&f=false

4. Difference Between Domestic and International Marketing, Retrieved 17th January, 2013, from http://www.differencebetween.net/business/difference-between-domestic-and-international-marketing/

5. Kotler, P, 2009, ‘Marketing Management’, Prentice Hall, New Delhi, Retrieved 17th January, 2013, from http://books.google.co.in/books?id=KN6PqQMnFBAC&printsec=frontcover&dq=kotler+marketing+management&hl=en&sa=X&ei=xfH2ULf2BYOQrgewlYHwAw&ved=0CDMQ6AEwAA#v=onepage&q&f=false

6. Kokemuller, N., 2012, ‘How are Organizational and Consumer Markets Different?’, Business & Entrepreneurship, Retrieved 17th January, 2013, from http://yourbusiness.azcentral.com/organizational-consumer-markets-different-12564.html

7. Lin, M. H., 2005, ‘Alliances and entry in a simple airline network’, Economics Bulletin.

8. Nirmala, 2008, ‘Segmentation and the Marketing Mix’, Retrieved 17th January, 2013, from http://www.slideshare.net/Annie05/segmentation-and-the-marketing-mix-presentation

9. Ram, V, 2007, ‘EasyJet to Success’, Forbes.com, Retrieved 17th January, 2013, from http://www.forbes.com/2007/10/05/easyjet-britain-update-market-equity-cx_vr_1005markets20.html

10. Writing, A., 2012, ‘What Are the Differences Between the Organizational and Consumer Markets?’, Smallbusiness.com, Retrieved 17th January, 2013, from http://smallbusiness.chron.com/differences-between-organizational-consumer-markets-641.html

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preview essay on Marketing Principles
  • Pages: 10 (2500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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