Sunday, 18 October 2009

Understanding the needs of the market – Learning from Ryanair

Tuesday on October 27th 2009. See

Kell Ryan, the recently retired marketing Director of Ryanair has kindly agreed to speak to the audience of Enterprise Tuesday on the 27th of October 2009. Kell is a highly experienced marketing professional, having worked in the airline industry for many years before joining the team at Ryanair.

Ryanair has been a great success as a low cost carrier. It has brought benefits to many people beyond price reduction. People can take short term jobs in other countries; get short week end breaks, host hen nights and parties in all manner of cities, bringing tourism wealth from those who have to those who can benefit! If we want to learn to think about marketing, customers needs and having the courage to make new rules in the market place – we need to look at how one of the more successful companies does it.

Kell Ryan has agreed to tell us about the early days of Ryanair marketing, their innovations and how they value both acquiring and retaining customers through meeting the key needs of customers. Importance of customer retention, Impact of the Internet, Ancillary revenue /activity, Innovation on costs, Business model, Simplicity of Operations, Branding /Marketing and that Price is King !

Kell is charming and you will learn from him the hard nosed lessons you need to take away about how to be innovative with marketing. These lessons will generalise to other industry sectors. I can’t wait to hear from him. I hold the Otto Monsted Guest Professorship at Aarhus School of Business in Denmark and it is only possible for me to even consider such a post and to deliver on it through the growth and development of Ryanair.

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