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easyJet The Low-Cost Success Story

easyJet The Low-Cost Success Story. 1. easyJet – a quick reminder. Route Map. Launched November 1995 No frills, low cost short-haul airline Strongest European low-cost brand Dense point-to-point network Most popular airports Large population areas Over 100 aircraft

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easyJet The Low-Cost Success Story

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  1. easyJet The Low-Cost Success Story

  2. 1. easyJet – a quick reminder Route Map • Launched November 1995 • No frills, low cost short-haul airline • Strongest European low-cost brand • Dense point-to-point network • Most popular airports • Large population areas • Over 100 aircraft • Average age just 4.5 years • Highly utilised fleet • Around 200 routes between • Over 50 key European airports. • Youngest Fleet in Europe Rolling 12 months ending August 2004 Passengers 23,879,509 +19% Load Factor 84.4% +0.5pp Revenue £1,071m + 17% Source: easyJet Source: easyJet

  3. 3. The easyJet product • “easyJet is not just about being the cheapest, it’s about giving customers what they want for the lowest cost” • easyJet aim to deliver – safe, comfortable, on-time flight from local airport to major city destination at a competitive fare • Customer loyalty is generated by delivering this on a daily basis • Extras (food/drinks) can be purchased but aren’t included in the price “you pay for what you want, not what you don’t want!” Route Map Source: easyJet Source: easyJet

  4. 3. The easyJet product Route Map what does “low cost” mean? • Book early pay less • One way fares • Segment on advance purchase only • Price of seat varies based on demand for flight • Aim to always be price competitive, even for business travellers booking late • Late seat availability is created by aiming to sell out every flight on day of departure • All fares are flexible - change passenger details for small fee plus difference in fare • No restrictions to obtain cheapest fares Source: easyJet Source: easyJet

  5. 4. easyJet brand principles easyJet Brand values • easyJet is the pioneer of low cost travel in Europe • easyJet is simple and easy to use • Day-Glo orange - in attitude, not just identity…- fun, enthusiastic, young, approachable with a self deprecating sense of humour • easyJet has changed people’s lives- making new places and experiences open to all • easyJet allows you to save money on the things you can’t avoid … to spend more on the things you can’t resist • easyJet takes more people faster to their destination- less time spent checking in, major airports Route Map Source: easyJet Source: easyJet

  6. IT IS Classless Adult to adult Inclusive Experience-led Highlights positives Builds affinity and preference Humorous and open Relaxed business travellers Enjoying life Energetic Progressive 4. easyJet brand principles Route Map • IT IS’NT • Status orientated • Parent child • Exclusive • Product-led • Battling negatives • Transactional • Hi de hi/slapstick • Laptops on all the time • Hedonistic and selfish • Tired • Traditional Source: easyJet Source: easyJet

  7. 5. The Future’s bright … Growth in Low cost travel • New Operators = more jobs, lower costs, more choice • New Routes = more opportunities • Extra Frequency = more productive/enjoyable use of time Who benefits? • Good for business • Good for tourism • Good for consumers & residents • Good for local government

  8. 5. The Future’s bright … easyJet’s commitment • 3 years plan of growth includes over 90 new aircraft (Airbus 319) • New destinations to network • Consolidation of route network (joining up the dots where there is demand)

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