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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.
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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...
