Ryanair Brand Ryanair is one of the most profitable airlines in the world. Ryanair was the first low-cost carrier to eme

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Ryanair Brand
Ryanair is one of the most profitable airlines in the world. Ryanair was the first low-cost carrier to emerge in Europe and the largest in Europe.However, in late 2013, the neglect of service experience led to a brand image crisis for Ryan, with Ryanair's annual profit declining for the first time in the past five years. In addition, at that time, the European aviation market was already saturated, and the same type of low-cost airlines were also seeking a transformation path, and the problem was also placed in front of Ryanair: The strategy highlights the company‘s strengths and forms a unique “Ryan model” that makes Ryanair the “Amazon of Airlines”.Low fares attract customersAt the same time, we continue to focus on cost management and operational efficiency.Highly focused on the passenger aviation industryMeticulous cost reductionUltra-low naked fare ticketsPreoccupied ancillary servicesHigh degree of industry concentrationPrecise positioningCentralize all management resources within the target areaCombined with the Internet, take the "platform strategy"Ryan launched the user experience first service improvement program: a three-year "always getting better" (AGB) customer experience program ，without sacrificing the highly praised low ticket price and high punctuality rate, we try to promise to listen to the voice of customers, improve the flight experience, reform the digital platform and introduce new services.Build your own tourism platform based on the official website and APP. With the significant growth of traffic to the official website and APP. Unlike other airlines with multiple subsidiaries, Ryanair currently has no affiliates. Its strategic focus is not on upselling or cross-selling, but on serving a certain segment, and as Ryanair's chief marketing officer Kenny Jacobs puts it, Ryanair wants to become "the Amazon of travel" creating change for the entire travel industry.Therefore, in 2016 and 2017, Ryan has successively made "big moves", began to plan its own platform, and faced fierce competition with brand thinking: launched its own accommodation resource integration platform Ryanair Rooms.The slogan focuses on the return of points and is one of the means to actively retain members;The emphasis on extremely large concessions is also in line with the positioning of low-cost airlines. In September 2016, Ryanair terminated its partnership with Booking.com and on October 1 launched its new accommodation service platform, Ryanair Rooms, which is inviting partners and prospective bidders to join. The first brands to be integrated into Ryanair Rooms services were Hotels.com and Hotelopia.The Ryanair Rooms platform advocates that the lowest prices will offer options such as hotels, hostels, rentals and homestays. At present, its listings are bound to Ryan tickets, providing a combination of "ticket + hotel" purchase.
Questions:
1. What impressed you most after you read this case?
2.What are the brand characteristics of the airline?