Marketing Communication Plan of Ryanair Case Study

Marketing Communication Plan of Ryanair - Case Study Example There is no doubt that this unpalatable media propaganda about the lapses in the operations of Ryanair is threaten to exacerbate the dwindling fortunes of a potentially successful company in the wake of stifling competition in the low cost industry. It is against this background that management have committed themselves to the goal of reversing the tide of negative publication against Ryanair through a comprehensive media communication plan to be implemented in the 2009 business year. Ryanair understands that the process of realizing the comprehensive goals enshrined in the communication plan must of necessity reverberate amongst our global clientele base. We risk being pushed out of business by the contemporary challenges of the twenty first century. As an outcome of a broad based consultation exercise, Ryanair's immediate formal marketing quest is to target low and medium income earners, civil servants, students and seasonally unemployed people. For good reasons the current recession in the global economy as predicted by the World Bank is expected to run into the whole of 2009 into the early parts of 2010; the effects of the economic slowdown is definitely a fall in income levels which will compel people to opt for low flights to serve their traveling needs. The primary mission of the communication plan is to genera... The primary mission of the communication plan is to generate and sustain awareness about the innovative ingredients contained in the customer service package for the medium to long term framework. Aggressive promotional materials that will purposefully address the customer's needs as an integral component of the operations of the company. The plan will also allow for the efficient location of relevant customer information. For the 2009 marketing year, there will be considerable attention on such vital issues policy decisions, facilities, the introduction of new services, online platform for the discussion of enhancing marketing programs. Whilst pursuing these provisions, the communication plan will encourage continuity in the current list of workable marketing strategies that have served customers well in the last few years. It is expected that by so doing, the platform will be created to usher in the communication plan using a workable coordination of marketing activities. Objectives of the Marketing Communication Plan The strength of the communication plan lies in its ability to explicitly identify and recognize the following foundational objectives as the key to the success of the marketing policies of Ryanair. To positively impact on the attitude of our discontented customers with the view of attracting new customers; To be able to reach out to approximately 80% of air travelers within and outside Europe with the message of innovation in our transforming company; To create the enabling environment through incentives in the marketing strategy to boost the attractiveness of Ryanair to customers across the world. Message Strategy The increasing demands of the business climate in the twenty first century are characterized by tough competition