Marketing Objectives

1
Marketing Objectives

• An objective a target
• What targets do you think Ryan Air set itself
  when it was set up more than 10 years ago?
  
• To offer the cheapest tickets
• To have more destinations than its competitors
• To gain customer loyalty
• To steal customers from Airlines such as
  British Airways
  

2
Ryanair has it been a success story?

• What theyve done well.
• Any problems recently????????

3
Market Segmentation
Cheap Air travel In Europe
Business Travellers
Luxury Air Travel
World Wide cheap travel
4
Characteristics of Market Segmentation

• One segment of a market contains consumers with
  similar needs and characteristics (I.e. groups)
  
• How do businesses divide the segments up?

5
Ways of segmenting the market

• By age
• By gender
• By income
• By Socio economic group
• Other

6
Exercise

• Chose 2 from the list of the following products
  or services and identify some different segments
  (give the characteristics of the buyers)
  
• Newspapers and/or magazines
• Holidays
• Cars
• Sports and Leisure activities