Online activity 2.2

Order Winners

Overview

In this activity you compare two airlines and how the promote themselves to customers.   In doing so, they may make explicit what they think are their ‘order winners’.

Activity Description

There are five main order winners (OWs) – quality, speed, flexibility, dependability, cost – each of which can be further sub-divided into a number of criteria.  Often the marketing and advertising of products and services explicitly identifies what these OWs might be.  Use the 2017 Ryanair and easyJet advert advertising videos to remind yourself of what you know about these airlines
Consider:

  • What is these airlines overall OW?
  • What specific characteristics of each OW are evident?  Are they the same for both airlines?
  • Are these specific OWs aimed at specific target markets?

Websites
easyJet:  https://www.youtube.com/watch?v=sRqYORU4094
Ryanair: https://www.youtube.com/watch?v=OQjxS9ekVjk

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