The September 2023 SBL case study is based on the airline industry, so the examiner may draw some examples of real-life scenarios when setting questions. The following article relates to a critical topic in the SBL syllabus, “E-marketing “. In the exam, you don’t need to describe theories behind “E-marketing” model but use the concepts to generate ideas and paragraphs for the briefing paper or report.

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Title: Navigating the Skies of Success: How UK Budget Airlines Master eMarketing with the Seven Ps


In the competitive aviation industry, UK-based budget airlines have risen as prominent players, offering cost-effective travel solutions to a diverse range of passengers. Their prowess in eMarketing strategies, aligned with the seven Ps of marketing, has been a cornerstone of their success. This article delves into how leading UK budget airlines effectively employ these principles to excel in the digital realm.

1. Product: Simplified Travel Experiences

Take, for instance, EasyJet, a pioneer among UK budget airlines. EasyJet emphasizes a straightforward and efficient travel experience by offering essential services without unnecessary frills. Their user-friendly website and mobile app enable customers to easily browse flights, select options like baggage allowance, and complete bookings. This stripped-down approach simplifies the booking process, catering to travellers who value simplicity and value for money.

2. Price: Dynamic Pricing for Savvy Travelers

Ryanair, another notable UK budget airline, excels in dynamic pricing. The airline employs an algorithm-driven pricing strategy that adjusts fares based on demand and booking time. Early birds are rewarded with rock-bottom prices, while last-minute bookings incur higher costs. This approach not only fills planes efficiently but also generates revenue through ancillary services like priority boarding and seat selection.

3. Place: Direct Distribution Channels, a UK budget airline, excels in leveraging direct distribution channels. With their website and app, enables customers to book flights, accommodations, and holiday packages seamlessly. This direct-to-customer approach cuts out intermediaries, allowing the airline to pass on cost savings to its customers. Additionally, strategically operates from regional airports, enhancing convenience for travellers looking to avoid the hustle of major airports.

4. Promotion: Strategic Digital Marketing

Flybe, before its restructuring, demonstrated prowess in digital marketing. The airline engaged in targeted online campaigns and email marketing to reach potential travelers. Flash sales and limited-time offers created a sense of urgency, driving bookings. By effectively utilizing social media and online advertising, Flybe connected with its audience and promoted its affordable travel options.


5. People: Efficient Service Delivery

Wizz Air UK exemplifies the people-centric approach of budget airlines. With a focus on efficiency, the airline trains its staff to prioritize crucial customer service tasks. Online check-in and automated baggage drop further minimize human interaction, ensuring swift boarding processes. By focusing on these essential services, Wizz Air UK maintains a streamlined experience for its passengers.

6. Process: Operational Excellence

Norwegian Air Shuttle, though headquartered in Norway, serves as a case study for operational efficiency. As it operates in the UK, it aligns with budget airline principles. Norwegian reduces turnaround times by optimizing flight schedules and minimizing ground operations. Their processes are fine-tuned to enable more flights on popular routes, a key tenet of budget airline success.


7. Physical Evidence: Consistent Branding

TUI Airways, while offering a broader range of services, maintains consistent branding. The airline ensures its logo and identity elements are present across various touchpoints, reinforcing brand recognition. While emphasizing digital interactions, TUI Airways also prioritizes a clean and pleasant in-flight experience, striking a balance between online and offline interactions.


UK budget airlines, including EasyJet, Ryanair,, Wizz Air UK, Norwegian Air Shuttle, and TUI Airways, showcase how eMarketing strategies aligned with the seven Ps of marketing fuel their success. By offering streamlined experiences, dynamic pricing, direct distribution, strategic promotions, efficient service delivery, operational excellence, and consistent branding, these airlines continue to capture the attention of travellers seeking budget-friendly travel options. In doing so, they remain at the forefront of the dynamic aviation landscape.