MARKETING MIX

MARKETING MIX PHOTOSTORY

CASE STUDY

RTE MARKETING MIX CASE STUDY

This case study focuses on the programme NO Experience Required, which is produced by Liberty films for RTE. In particular this case study looks at the programme concept and the marketing mix.

Ryanair Marketing Mix

Ryanair is the European low cost airline. Low cost or no frills marketing strategies are of great interest to marketers since the marketing mix employed tends to run in opposition to what makes a great brand - and ryanair is a great brand and a very successful business. In a nutshell Ryanair sells the cheapest tickets that you can buy.

Lets take a closer look at Ryanair's marketing mix:

PRODUCT OR SERVICE

Low cost, no frills air travel to European destiations. There is no free food or drink onboard. Food and drink are income streams. You buy them on board and are not allowed take your own food or drink onboard.

Ryanair deals with Hertz car rental, and a number of hotel businesses. So ryanair takes a commissio on 'up selling' i.e. price

PRICE

Put simply Ryanair has low fares.

PLACE

Ryanair does not user travel agents so it does not pay agency commisions. It uses direct marketing techniques to recruit and retain sustomers, and to extend products and services to them. This reduces costs.

You book online or over the internet. This saves them 15% on agency fees. Keepong aircraft in the air as much as possible is another important part of low cost jigsaw.

PROMOTION

They spend as little as possible on advertising. They do not employ an advertising agency. Instead all of the advertising is done in house. They use simply adverts taht tell passengers that Ryanair has low fares.

Ryanair employs controversy to promote its business. For example in 2009, the company reasoned that passengers would be charged £1 to use the toilets on board. O' Leary reasoned that passengers could use the terminals at either the destination or airport arrival airport. It was reasoned that this is what passengers wanted - since they do not want other passengers leaving their seats and walking the aisles to go to the toilet.

O' Leary also argued that larger passengers should be charged more since they took up more room - again it was reasoned that this is what the majority of passengers wanted.

Burger King Marketing Mix:

Based in Miami, Florida, Burger King is ine of the world's best known fast food restaurants.

Product

Burger King produces hamburgers, cheeseburgers as well as fries, salads, hash browns, onion rings, coffee, juice, shakes, cookies and pies. Burger king sets itself apart from the competiotion with its "have it you way" theme which allows individuals each orders with many options including fries or onion rings, cheese, bacon, mustard, ketchup, mayonnaise, lettuce, tomato, pickles and onion.

Price

Burger king joined McDonalds in offering a $1 double cheese burger. Some of its franchises claimed the price reductions cut into profits.

Burger king plans to sell slushy drinks for $1 leading into the summer in order to offer an alternative to McDonalds $1 summer drink.

Place

Burger King operates itsbusiness via franchises, under a franchise arrangement, the franchises invest in the equipment, seating and decor, while the company owns or leases the land and building. The company generates revenues from three sources: sales at company restraunts, royalties and franchise fees and property income from those franchises that lease property from the company.

Promotion

Burger King Big Value Menu $1 Talent Show invites customers to display their talent via videos they submit with the goal of winning a menu item.

The company has coined the term " next best move" to feature scheduled promotional tours with stops in urban communities around the country.

Burger King is backing its biggest product launch of the year, the tendcrisp premium Chicken burger, eith promotion theme encourging consumers to "cheat on beef". The campaign began in March 2010 using ads created by Crispin Porter & Bogusky.