2. Index  History  Strategies  Values  Competitors  Challenges  easyEverything  easyNow

3. Introduction «If you create the right expectations and you meet or exceed those expectations, then you will have happy customers» (Cit. Stelios Haji-Ioannu) Mission: «to offer low-cost airline service to the masses»

4. Revolution of EU Airlines  December 1992: Deregulation - Eu carriers can fly to any destination - Can demand landing slots  High competition on fares  Bankrupt of lots of new companies ≠ easyJet

5. Background  Founded in November 1995 by Stelios Haji-Ioannou  £5 million investment  Headquarter (easyLand): Luton (UK) - Low labour costs - Proximity to London - No frills  Inspirational model: Southwest Airlines

6. Market Entry Strategy Specific strategy:  Advertising campaign  Minimization of costs  One type of aircraft (Boeing 737-500)  Point to point short-haul travel  Rapid turnaround time  No inflight meals SOUTHWEST AIRLINES

7. Cost Optimization  Low fares  No-frills travel  High turnaround (11.5h ≠ 6h average)  Internet Sales (Discounts) ServicesMoney Saved No meal service£14 Luton£10 No business classOverall Capacity 1999: £1.50 profit per passenger

9. Outsourcing operations  Possibility to get some operations inhouse but still dependance on subcontractors  Evaluation of subcontractors from different perspectives:  Quantitative  Qualitative (understanding easyJet concept)

10. Services  Attention to customers’satisfaction  Stelios as «man of the people»  Utmost importance to punctuality  Target: «People who pay for travel from their own pocket»  Yield management (= price differentiation)  Lottery sistem (depends on load factor)  Book early, pay less

11. Brand Awareness Extent to which a brand is recognized by potential customers and it’s associated with a particular product. BRAND RECOGNITION BRAND RECALL PERFORMANCE

12.  1998: easyjet brand’s recognition rate of 88% in London; 82% in Geneva  Advertising strategy: - high level of publicity, - full-scale attacks on competitors.

13. The Barcelona controversy 1999: Advertising of service to Barcelona from Geneva. Swissair, which had a monopoly over the Barcelona-Geneva route, fought against easyJet ‘s entry into the market. “ Say no to Swissair monopoly!”

14. Corporate culture Stelios wanted to build a strong, inclusive employee-culture at easyJet, which led to the creation of the easyJet Culture Committee. FUN TRASPARENCY COOPERATION

15. The fight with Go  1996: Bob Ayling (British Airway’s CEO) made an offer to buy easyJet.  After three months BA abandoned the deal  One year later launch of Go (BA’s budget airline) Do you think that Stelios would not react to this?

16. “It is nice to be considered as sort of Robin Hood, and have people stop you in the street and say, ‘ Thank you for flying to London. Now I can go and see my family.’.... It is very satisfying to be recognized and to be appreciated.”

17. Competition BUZZ airlines is the low-cost company of KLM, born in 1999, and its base was London’s Stansted airport. RYANAIR, based in Ireland, was estabilished in 1985. Go was estabilished by BA in May 1998 as a no frills airline to compete in the low-cost segment of the European market. Its base was London’s Stansted Airoport Virgin Express Holdings plc, headquartered in Belgium, was set up in 1996 when the Virgin Group acquired a controlling stake in EuroBelgian Airlines.

19. Challenges  Turn the company from private to public : fears and toughts  Subcontractors : needs and disadvantages  Let’s get professional!  Young and motivated or just unreliable?  Go wider or deeper ?

20. EasyEverything June 21st - 1999: 1st Easyeverythingcafè opens in London £1 per 1 hour h24 - no stop key resource: size state-of- art hardware services tutor rent cafè products purchase

21. Easyeverythingcafe’ success pushed Stelios to explore more and more businesses:  April 2000 EasyGroup enters into a formal brand license with easyJet PLC  Crystalizing the concept of brand extention imagination is the only limit

22. easyBrands

23. The 8 Brand Values Mission: manage and extend brand to more products and services, while creating real wealth for all stakeholders.

24. Easy.com 2001: easy.com the global portal site for all easyGroup businesses goes live  web based business  advertisement strategy

25. easyMoney Credit card challenge with Barclays Bank’s CEO «Airline» 1998 Docusoap about easyJet; 9 seasons easyCruise TV Series: ‘Cruising the Stelios way!’

26. easyFormula  Consumer-oriented Business  Focus on one type of product  Massive use of ICT  One world vision  No Frills  Strong R&D  High fixed costs + Low Profit Margin

28. easyJet Now  27 bases, 759 routes  64.8 mln passengers (2014)  226 aircrafts (2014)  £581m profit (2014)  Social Network  «Recaro» Seats  Sharklets enlarged  AVOID  2015: easyJet 20th birthday