A spoonful of easyJet

John V Willshire john.willshire@phdnetwork.com

This was originally a submission for Module 4 of the IPA Excellence Diploma,and based on two hypothetical questions.Part 1 is what ten metrics should a company like easyJet use to measurebrand performance, and part 2 is what should the IPA do to encourage better brand measurement.This is not an official easyJet document, of course, just using their brand asan example.

IPA Excellence DiplomaModule 4: Measurement and Brands

Included here are the responses to assignments 1 and 2, as bothresponses cross reference each other.They are in two distinct sections:

Part 1: easyJet – simple and fast

(word count 796)

Part 2: A spoonful of sugar

(word count 1,170)

References

Part 1: easyJet – simple and fast

easyJet is a business that moves quickly. Every day it flies an average of 353 passengers on each of its 289 routes from 77 different airports

.Despite this difficult market place, by concentrating on maximising efficienciesand minimising costs

easyJet has cemented its position as the leader in thelow cost airline market.But in a market so fast, fluid and price sensitive (

Shaw & Merrick

), is thereany place for ‘brand’ metrics, which are traditionally slow and retrospective

?The answer is yes, but only if the brand metrics can move as fast as easyJet.The primary aim for easyJet is to maximise the number of seats available(capacity), and then fill every flight on every route. How close they come toachieving this determines the easyJet share price

.For the easyJet marketing team to be most effective, they should monitor theeffects of their various marketing activities in ‘real time’

, since sales data isavailable in real time

, as is the customer data behind each sale

.So by using readily available,

daily

data sources easyJet can create a system(

Broadbent

) which, by combining brand and business metrics

, can providethe marketing team with instant information showing the effect of what theyare doing on the brand.To do this, we must track ten key brand metrics across three areas; activitiesby easyJet, activities by its competitors and customer reactions.