The Marketing Strategy

by- Sabuj Mia






Success through complaints- it sounds odd, a kind of impossible. Ryanair's Low fares, made simple strategy made it possible.Marketing works with the core Business strategy, more like a cover page of a book. A huge budget is required for marketing specifically when a firm is in their growth phase. In the growth phase, a firm's Net Present Value(NPV) is significantly negative due to some one off costs(where marketing forms a significant part of it).In this regards, we came to see a different picture in case of Ryanair. They never paid for marketing(significantly). They advertise low fares which is unexpectedly low.

Ryanair has been succesfull in getting free media coverage through customers. Obviously It was not in a nice way, but a lot of unpleasant complaints. The customers never wanted to be bothered with the tiny font terms and conditions attached. They paid for tickets , and this is what they have been served with. The customers had to pay for foods, drinks and even for toilets on their journey. What about the customer services-It was the horrible one many customers complained.They had many lawsuits for bad services. Many customers took Ryanair to the courts which resulted media to report frequently as a cheapest Ryanair services' storiesGlobal recession hit Europe badly leaving people with less disposable money. In recession people read on papers watched on TV, and importantly found a way to make a cheap holiday. This is how Ryanair made success through complaints...