簡介
 

營銷傳播是指公司向客戶推薦或提供自己的產品和品牌的手段。公司向消費者介紹使用它們產品的理由、方法以及適用人群。這樣消費者就能清楚得知道產品的成分、產品的生產者以及產品的生產組織。營銷傳播把公司品牌與人們的日常生活聯系在了一起。為了了解組織是如何進行傳播的，就有必要先了解營銷傳播組合的6種主要模式。這6種模式分別為廣告、促銷、項目體驗、公關宣傳、直接營銷和個人推銷。我們將在組織環境下討論這些模式都具有的不同的特點。即使在同一行業，每一個模式在每個組織都分別具有不同的重要性。
 

整合營銷傳播IMC和傳統營銷傳播的區別
 

傳統類型的傳播方式在直接營銷和促銷活動中起了特別重要的影響。整合營銷傳播和傳統營銷傳播之間的主要區別是整合營銷傳播是有計劃的、先進的、可執行的并可估量的傳播方式，也能影響一種特定的消費行為在未來或現在的購買能力。整合營銷傳播的主要成分是客戶個人的數據庫和信息，這將幫助管理人員評估特定顧客的需求并提供相應的服務。
 

簡介———Introduction
 

Marketing communication is the means by which firms informs and remind customers about their products and brands. It's the voice of the company and it tells the consumer how and why the product can be used, who can use it .Consumers are kept informed about the make of the product, who makes it and about the organisation it produces. Marketing communication link the brand and product with the people's day to day life. To understand how organisations do their communications, it is necessary to consider the 6 major modes in the marketing communication mix. They are advertising, sales promotion, events and experience, public relations and publicity, direct marketing and personal selling. All these tools have different characteristics which we will discuss in the context of an organisation .Each organisation gives different importance to each of these modes even in the same industry.
 

整合營銷傳播IMC和傳統營銷傳播的區別———Difference between IMC and traditional Marketing Communications
 

The traditional type of communications has impact particularly in the direct marketing and sales promotions. The major difference between the traditional and IMC is that the IMC is planned, developed, executed and evaluated with affecting one specific consumer behaviour in mind for purchases in the future or present. The main components of the IMC are the database and information about individual customers, which will help managers to assess the specific needs and wants of the customer and deliver accordingly. This is what differentiates IMC from the traditional marketing communication types. The IMC start from the customer views and develops programs that reinforce the behaviour of customer and tries to change consumer behaviour in the future. But traditional marketing is largely focussed on large customer base and try to change the current consumer behaviour.
 

Below is a general communication system.
 

瑞安航空公司———Ryanair

 

The Organisation that we are taking into consideration is Ryanair. It is one of the largest budget airlines in the world with 52 million passengers on 649 low fare routes across 26 European countries. Ryanair's revenue went up by 35% in the fiscal year ended on March 2008 (Mintel, 2009). This also shows high growth in onboard sales, excess baggage revenues, non-flight scheduled revenues, and other ancillary products. (Refer figure 2). Also the Internet income of the airlines was growing .All this shows that Ryanair marketing strategy was not only confined to scheduled travel market of customers, but also to to other ancillary services which account for around 16% of total revenue. Ryanair's passenger traffic was growing rapidly over years due to their aggressive low cost ticket marketing (ref figure 1). Because of this rapid growth ryanair have new 100 Boeing 737-800 and have ordered for extra 125 same aircrafts helping them to increase their passenger volume to 70m by 2012.
 

Integrated marketing communications (IMC). IMC recognises the value of the marketing plan and evaluates the strategic roles of the various marketing communication mixes. It combines these modes to give the consumer clarity of the message that is conveyed. IMC makes the company to check in which all ways the customer contact the company and it makes a person responsible for Integrating company brand and messages from the customer.IMC helps to reach the right customer with right messages in the right time and place and helps in greater sales volume.
 

Ryanair mainly uses advertising through various media along with their sales promotion. They offered free seats for passengers and advertised it properly in order to attract more new fresh customers in 2007(Mintel, 2009).This was a huge success due to the integration of the various marketing communication mixes. They also reduce less personal selling of air tickets in order to avoid agency commissions and encourage direct marketing for in flight food items with sales targets for cabin crew (BBC panorama, 2009). All this has a direct impact on the cost of the tickets they sell. So the importance of IMC is very high as without successful promotion, advertisings will not have an effect .Also the target customers for ryanair are the budgeting people. So the IMC is very important for successfully attracting particular targeted customers. Also Ryan air is spending 12Mn Euro for advertising and 6Mn for sales promotion and rest 2Mn for public relations (Mayer.S, 2007).Thus they are integrating these 3 marketing communication mixes for their success and is their strategy.
 

Also Marketing communication is of high importance to ryanair success. They believe in an innovative communication mix for generating brand awareness and for creating demand for the product. The success of ryanair depends on how much the customer is aware of their brand and their special offers they make. Their communications is depended mainly on the low prices that they offer for their tickets. They are spending most of their marketing budget on Advertising and sales promotion in order to raise customer awareness of the low cost they are offering. For egg. Ryan air had offers for flying even as low as 99p (excluding tax & fees) (BBC panorama, 2009) .These promotion followed by advertising hugely increase the sales of online tickets and thereby showing the impact of IMC over the customers.#p#分頁標題#e#
 

營銷評估分析———Communication markets review analysis

Let's try to understand the target customers of Ryanair, their strengths, weaknesses, threats and opportunities.

 

瑞安航空公司的SWOT分析———SWOT analysis-Ryanair
 

優勢———Strengths:
 

Have low air port charges. This low charges are reflecting on the customer prices and this is effectively marketed via advertising and promotion. They make deals with new airports first, getting the advantage of early bird. They only use less important airports to reduce cost considerably.22% operations per day on secondary airports (Euro control, 2006)

100% check in and booking are done online on the Ryanair web site. (Nexis, 2009) This facilitates low cost distribution and eliminates cost of call centres and agency commission.
 

The aggressive low cost strategy helps them to lower cost by 20% each year. This strategy is communicated highly and their customer base is rising year after year.Usage of Boeing air craft reduces cost in training. Low turnaround time n air ports (25 minutes) and high usage of air crafts in air helps in reducing cost further.No food and drinks are given on board to reduce cost. Customer can pay and use if they want. Also they make marketing communication for lot of ancillary items which make 16% of their revenue .This further reduces their breakeven point and ASK (average seat Kilometre) expense per customer. Currently its low, 0.038 euro per ASK. (Alle. M et al, 2004).
 

They employ agencies to carry out their bulk activities to reduce cost of operation.All these factors help in low pricing and this is marketed heavily by advertising and promotions.
 

劣勢———Weakness:
 

The brand image of Ryanair has been damaged by the bas press. This highlighted the issues various customers faced on customer service.

Employees are not treated well and they have low skills on customer services leading to poor service perception.

Customers have often the feeling of getting cheated with the extra charges which are high and due to the difference in advertised and actual price. They have issues with Advertising Standard Agency. Marketing teacher (July, 2009).This is often due to less clarity in marketing communications.

Employees have to pay for their own training and dresses. This effects the internal marketing that Ryanair is making with its employees in a service environment.

Low level and quality in customer service.
 

威脅———Threats:

Customers don have brand loyalty and is driven by low cost only. No marketing Communication is made for increasing brand value to for more competition when market saturates.

High low fare competition in the European market.

Bargaining power of secondary airports for high fees with increase in traffic.

Low rapport with business partners.

Threat of losing market share once market saturates and more competition (BBC, 2009).
 

機遇———Opportunities:
 

Potential expansion of Low cost market share In Europe. Only 16% of total flights are low cost (Eurocontrol, 2006) .So high Scope of expansion.

Economic turn down making customers to opt for Low cost carriers (LCC)..

Vast expansion possible in all major European routes and new routes to North Africa. (Box et al, 2005)
 

瑞安航空公司的目標群眾———Target audience-Ryanair

The main people who use Ryanair are business people from UK and Ireland who can't afford larger airlines. They are also focussing on people travelling for vacation and visiting friends and relatives in the European union.Ryanair has tried to attract a new market segment that had a little experience of travel. Thereby they made air travel which was reserved for a few to the normal people .In order to attract the business people they sent brochures with their rates printed to almost all businesses. They used less mails and direct selling and marketed the idea of low cost among the people via word of mouth. I think that the target audience of Ryanair will continue to increase as long as they keep the prices low than their competitors. But due to the lack of quality customer service it is likely for them to loose market too.

 

Treacy & Wiersema (1994) propose some rules for positioning. They suggested a positioning frame work saying a firm's excellence in different fields, product leadership, and customer intimate, operational excellence. Ryanair is excelling here in product leadership among the LCC by providing the low cost carriers. They propose you to take places in less time, money and punctually. They have improved their positioning in terms of low cost carrier. They show good operational excellence so far but lack customer intimacy which is causing them highlighted by bad press.Ryanair's value proposition i "AT RYANAIR WE GUARANTEE YOU THE LOWEST AIR FARES ON THE INTERNET". Also they are focuses in filling their brand with functional efficiency like punctuality and efficiency.
 

Ryan air uses its low cost communication strategy to target their customers. For this they are always considering to cut down cost and to transfer that low cost to their ticket prices. The make excellent but cheap advertisements and good sales promotion for marketing. They also implement other ancillary products n order to cut costs. All these are focussed and marketed in order to attract the budgetary target customer. Ryanair offers to take you places at the lowest possible price....
 

The Ryanair used the marketing mixes of communication like advertising and sales promotion to the great extent.Ryanair aggressively advertised about their website in radio, TV, news etc. the purpose was to attract more traffic to their website and to use the internet as check in system. They provided customers with rebates and discounts at the same time to assist their advertising. So their communication strategy was focussed on advertising, sales promotion mainly. Both these were integrated with a low cost strategy for pricing of tickets which became the spear head and success plan for Ryanair. Sales promotion was also seasonal. Ryan air's this strategy helps in greatly increasing their comptetive advantage .They are advertising on the media to access their website for check in and registration. This avoids the need of middle agents in the business. This helps in Ryanair to avoid paying commissions to them for the marketing they do. This strategy helps in reducing the price on each ticket by 15%.( Alle. M et al, 2004).Also they are enabling the customer to check in online which leads to a faster turnaround time for their air craft's in air ports. This help in spending more air craft time in the air thereby maximising the use of resources and profit. This helps in low operating cost in terms of personal, expenses, customer services, air port charges and other expenses. The traffic in the website also helps in creating ancillary revenue to the company which contributes to 16% of overall profit of Ryan air. ( Alle. M et al, 2004). Although overall effect is advantageous for Ryan air the lack of customer service creates a feel of dissatisfaction to the customer.
 

Ryan air is although not focussing much on events, direct marketing and personal selling for their marketing communications. They are not integrating this in order achieve the low cost operation. So they lower the expenses on employees and agencies and the unnecessary expenses on events. All these are advantageous in the low cost strategy of Ryanair. But at the same time this is affecting the brand image of the Ryanair .They are too much involved in the low cost strategy that they are not doing anything for their positive brand image which will affect them in the long term. This is the only main disadvantage due to their lack of integration.
 

結論———Conclusion
 

Ryanair is an organisation which got a high implementation of the IMC. The Integration of their marketing communication mixes along with a low price strategy helped them in being successful Low cost carrier in Europe. The IMC was planned to assist a low cost price model of pricing. Their advertisements, sales promotion are all focussed in this low cost model. Each and every aspect they tried to implement was a low cost and low price strategy. This actually paid off as they targeted the right market segment and positioned themselves properly. This actually with the value proposition had made Ryanair successful. Ryanair can still try to cut its cost further and to expand their routes much more .Also they can try to increase the number of routes between various destination. But they should focus bit on the quality of on board service by the cabin crew and other staffs that are associated with the customers as this will help in retaining them in the longer term. They should also try to make their various charges for additional services bit more precise on their website to avoid the feel of cheating in the customers. They should recognize and improve their work force morale for better service delivery.#p#分頁標題#e#