John Iduh Blog

 Join the Ransford's Marketing Management program  Today’s successful companies have one thing in common: Like Emirates, they are strongly customer focused and heavily committed to marketing. These companies share a passion for satisfying customer needs in well-defined target markets. They motivate everyone in the organization to help build lasting customer relationships based on creating value. Customer relationships and value are especially important today. Facing dramatic technological advances and deep economic, social, and environmental challenges, today’s customers are reassessing how they engage with brands.  New digital, mobile, and social media developments have revolutionized how consumers shop and interact, in turn calling for new marketing strategies and tactics. It’s now more important than ever to build strong customer engagement, relationships, and advocacy based on real and enduring customer value. In this course Ransford discusses the exciting new challe...

After reading this text, join the Ransford Business Schoo l Online, for more case studies. Ryanair is Europe’s most successful low-cost airline, carrying over 65 million consumers, with 563 routes connecting 26 European countries. Ryanair and other low-cost airlines such as easyJet and German Wings have opened up the skies to more passengers and have completely revolutionised air travel.    Since 1994, low-cost airlines have successfully matched a market need by capturing the imagination of overcharged Europeans travellers, tired of costly tickets but good service offered by national ‘flag carriers’ such as British Airways, Air France and Lufthansa.    Consumers all over Europe are happy to have €1 flights to Riga or €5 flights to Warsaw or even free flights to the major European capitals such as London, Paris, Rome, Berlin, Barcelona, Amsterdam and Copenhagen. Led by chief executive Michael O’Leary, Ryanair focuses its company effort on its low-cost marketing strat...

 A niche is a more narrowly defined customer group seeking a distinctive mix of benefits or values.  Marketers usually identify niches by dividing a market segment into subsegments.  For example, while Hertz, Avis, Eurocar and others specialise in airport rental cars for business and leisure travellers, Enterprise has attacked the low-budget, insurance-replacement market by primarily renting to customers whose cars have been written off or stolen. By creating unique associations with low cost and convenience in an overlooked niche market, Enterprise has been highly profitable. The objective of a niche competitor, such as The Body Shop, Porsche or Saab is to be a large fish in a small pool. The niche market customers have a distinct set of value requirements and they will pay a premium to the firm that provides the best market offering.  Niche markets are generally fairly small in terms of volume but constitute a sufficiently attractive size, profit and growth potenti...