Brand tracker 2012_aug_france

easyJet Brand Tracking

France

August 2012

2

Contents

Performance Overview

Overall market: awareness and consideration

Advertising: recall, recognition & message takeout

Purchase drivers & consideration factors

Brand preference & image ratings

Brand engagement and associations

Appendix: market specific

3

Methodology - Fieldwork

The August 2012 fieldwork was conducted using the same question areas as the pre/ post campaign fieldwork done in October/ December 2011. These areas include;

Brand awareness Brand visibility Brand preference and image ratings Brand engagement

• Fieldwork Period; 23rd – 31st August 2012

• Markets

• Lyon• Paris CDG• Paris ORY• Nice (please note this market was not included for the pre/post surveys done in October and

December 2011)• Toulouse(please note this market was not included for the pre/post surveys done in October

and December 2011)

• Interviews achieved; 1253 (250 per market)

4

Methodology – Advert shown

Lyon

Nice

Paris CDG/ Paris ORY

Toulouse

5

Overall summary

• Overall results are in line with the ‘post’ campaign (December 2012) for brand awareness, consideration and ad recall. Results are fairly consistent across all markets; slightly higher overall awareness for Nice and Toulouse.

• Compared to October 2011 (‘pre’) results are up for awareness, consideration and preference for easyJet.

• Correct attribution (to easyJet) of the adverts shown has increased since the new campaign launch; increased familiarity with easyJet news branding.

• easyJet’s brand position in comparison to competitors is similar to previous waves (Air France dominant) but easyJet is clearly stronger than Ryanair and Vueling for all areas.

• Functional and emotional affinity to the brand have continued to improve since October 2011.

• Dominant purchase drivers (for any airline) continue to be destination and flight times.

• Three adjectives to describe easyJet; the most frequently mentioned words are ‘abordable’, ‘jeune’ and ‘simple’.

6

Performance Overview: brand stairway, brand pyramid and time series

7

2006* 2007* 2008* 2009* 2010 2011 (Oct) 2012 +/-

1st mentions 5% (2nd) 4% (2nd) 5% (2nd) 4% (2nd) 6% (2nd) 4% (2nd) 6% (2nd) +2

All spontaneous 24% (2nd) 27% (2nd) 33% (2nd) 32% (2nd) 32% (2nd) 28% (2nd) 33% (2nd) +5

Total awareness 83% (3rd) 88% (3rd) 92% (2nd) 92% (3rd) 93% (2nd) 88% (2nd) 92% (2nd) +4

Consider at all - leisure 40% (2nd) 37% (2nd) 39% (2nd) 35% (2nd) 40% (2nd) 36% (2nd) 42% (2nd) +6

Prefer - leisure 7% (2nd) 7% (2nd) 6% (2nd) 6% (2nd) 7% (2nd) 7% (2nd) 9% (2nd) +2

Consider at all - business 23% (3rd) 16% (3rd) 15% (3rd) 14% (3rd) 20% (3rd) 19% (3rd) 22% (3rd) +3

Prefer - business 5% (3rd) 4% (3rd) 3% (3rd) 4% (3rd) 6% (3rd) 7% (2nd) 4% (3rd) -3

Ever flown - leisure 21% (2nd) 22% (2nd) 26% (2nd) 24% (2nd) 30% (2nd) 26% (2nd) 32% (2nd) +6

Flown in the last 12 months - leisure 12% (2nd) 14% (4th) 17% (2nd) 16% (2nd) 19% (2nd) 17% (2nd) 21% (2nd) +4

Ever flown - business 15% (3rd) 14% (4th) 14% (3rd) 15% (3rd) 21% (3rd) 15% (2nd) 22% (3rd) +7

Flown in the last 12 months - business 9% (2nd) 8% (3rd) 8% (2nd) 8% (3rd) 13% (2nd) 8% (2nd) 11% (3rd) +3

Functional affinity N/A N/A 20% (2nd) 19% (2nd) 22% (2nd) 21% (2nd) 27% (2nd) +6

Emotional Affinity N/A N/A 9% (2nd) 8% (2nd) 11% (2nd) 8% (2nd) 13% (2nd) +5

Care5.42 (3rd) 5.38 (3rd) 5.43 (3rd) 5.44 (3rd) 5.44 (4th) 5.46 (3rd) 5.53 (3rd) +0.07

Low cost7.02 (1st) 7.13 (1st) 6.92 (1st) 6.82 (1st) 6.89 (1st) 6.75 (1st) 6.75 (1st) 0

Convenience 6.06 (2nd) 6.05 (2nd) 6.02 (2nd) 5.96 (3rd) 6.02 (2nd) 6.02 (3rd) 6.13 (3rd) +0.11

Say good things 38% (3rd) 40% (3rd) 39% (2nd) 36% (2nd) 38% (3rd) 32% (3rd) 37% (3rd) +5

Say bad things 18% (3rd) 17% (4th) 14% (4th) 13% (4th) 16% (4th) 22% (4th) 24% (4th) +2

Spontaneous 11% (2nd) 11% (2nd) 13% (2nd) 10% (2nd) 12% (2nd) 5% (1st) 8% (3rd) +3

Total awareness 33% (2nd) 30% (2nd) 33% (2nd) 28% (2nd) 33% (2nd) 19% (1st) 24% (2nd) +5

easyJet Overview - France

All ranking is based on 5 main competitors for that wave/ Green = better than Ryanair/ Red = worse than Ryanair

* Main competitor bmibaby instead of Vueling

Awareness

Consideration

Usage

Brand Affinity

Three Pillars

Word of mouth

Advertising awareness

8

Brand Stairways Definition

‘Yes’ to at least 3 of the emotional statements (emotional affinity)

Consideration

Awareness

Score of 6+ for at least 10 ‘knowledge’ statements (functional affinity)

Brand Consideration

Prompted + Spontaneous Awareness

60%

20%

80%

40%

25%loss

33%loss

50%loss

Stairways show conversion from Awareness to Emotional Affinity with brand and losses between each level:

Knowledge statements:

• Works hard to ensure safety• Having a young and fresh image• Offering good value for money• Flying from locations convenient for me• Having polite and courteous staff• Offering low fares• Easy to use online booking system• Running flights on time• Being market leaders• Ease of check-in• Strives to be environmentally friendly • Ease of boarding• Onboard seat comfort• Cares about it’s customers

Emotional statements:

• I really care about this airline• I feel very loyal to this airline• Is a brand for me• Is a brand I trust• Applies to none of the airlines• This airline suits my lifestyle• This airline is not my sort of airline

9

10%

2%

32%

5%

69%loss

50%loss

60%loss

Vueling

42%

13%

92%

27%

54%loss

36%loss

52%loss

easyJet

77%

45%

99%

58%

22%loss

25%loss

22%loss

Air France

34%

10%

88%

23%

57%loss

British Airways

Awareness Consideration Functional affinity Emotional affinity

26%

6%

85%

16%

63%loss

Ryanair

Brand Stairway – Key competitors/ France


69%loss

38%loss

61%loss

32%loss

10


Brand Stairway – easyJet by Market

Awareness Consideration Functional affinity Emotional affinity

53%

14%

96%

32%

45%loss

40%loss

56%loss

Toulouse

53%

17%

93%

35%

43%loss

34%loss

51%loss

Lyon

53%

16%

96%

35%

45%loss

34%loss

54%loss

Nice

45%

13%

94%

28%

54%loss

Paris ORY

44%

13%

95%

28%

54%loss

Paris CDG

54%loss

36%loss

52%loss

38%loss

11

Customer in last 12

months21 51 6 11 3

% loss 34 26 63 45 40

Customer 32 69 16 20 5

% loss 24 10 53 23 50

Consideration 42 77 34 26 10

% loss 54 22 61 69 69

Awareness 92 99 88 85 32

easyJet Air France

British Airways

Ryanair Vueling

* France as defined by these specific markets

Summary of awareness / consideration / usage – Overall


12

easyJet Over time: Awareness, Consideration & Usage - France

12Base: All

Apr-06 Oct-06 Apr-07 Oct-07 Apr-08 Oct-08 Apr-09 Oct-09 Apr-10 Oct-10 Jun-11 Oct-11 Dec-11 Aug-12

8783

88 8893 92 94 92 91 93

88 8891 92

4340

3437

4239

51

35

4540 38 36 37

42

19 21 22 2226 26

31

24

3430 33

2632 32

10 12 14 1418 17

2116

2219

2217

21 21

Awareness Consideration Customer Customer in the last 12 months

%


13

easyJet over time: Brand Affinity - France

20

29

19

2522 22 21 23

27

9

15

8

1411 10 8 10

13

Oct-08 Apr-09 Oct-09 Apr-10 Oct-10 Jun-11 Oct-11 Dec-12 Aug-12

%

Functional affinity Emotional Affinity


Base: All

14

easyJet over time: Three Pillars - France

Apr-06 Oct-06 Apr-07 Oct-07 Apr-08 Oct-08 Apr-09 Oct-09 Apr-10 Oct-10 Jun-11 Oct-11 Dec-11 Aug-12

5.28 5.425.15

5.38 5.29 5.43 5.54 5.44 5.57 5.44 5.55 5.46 5.44 5.53

7.17 7.02 7.06 7.136.9 6.92 6.92 6.82 6.91 6.89 6.83 6.75 6.72 6.75

5.95 6.06 5.93 6.05 6.05 6.02 6.21 5.96 6.17 6.02 6.05 6.02 6.04 6.13

Care Low cost Convenience


Base: All

15

Overall Market: awareness and consideration

16

Brand Awareness – All airlines

Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12

4 6 6

79 77 76

2 2 3

24 25 27

12 14 14

15 1620

6060 59

8 8 9

65 6463

Prompted

Spontaneous - other mention

Spontaneous - 1st mention

%

easyJet Air France Ryanair

Base: All respondents: 750 / 750 / 1253 / Please note NCE and TLS included in the sample for August 2012

Awareness relatively consistent for all airlines. Slight increase in spontaneous for both easyJet and Ryanair compared to December

Brand Awareness and Consideration

17

-11 -13 -11 -16 -14 -14 -14 -12 -14

7 5 9

56 55 53

2 6 3

29 3233

26 24 24

2323

23

Consider us-ing

Prefer using

Least like to use

Leisure brand consideration/ preference

Base: All aware airlines/ Please note NCE and TLS included in sample for August 2012

%

easyJet

Air France

Ryanair

Preference for easyJet increased, and now notably higher than easyJet.

Brand Awareness and Consideration


18

Advertising: recall, recognition and message take out

19

Ad Recall


5 7 8

4637

23

2 3 3

1315 16

13

13

11

9 9 9

Prompted

Spontaneous %

easyJet Air France Ryanair

Base: All respondents: 750 / 750 / 1253

Spontaneous and prompted ad recall slightly up for easyJet again. Ad recall continues to decline for Air France

Advertising recall and recognition

20

Source of Ad Recall - easyJet

Pre Oct-11 Post Dec-11 Aug-12

40

3438

9 96

35

26 2724

29 30

12

2016

4641 40

6

1611

23 24

13127 8

16

2521

3

Airport Direct mail Email Magazine

Newspaper Online/websites Posters roadside Posters underground/railway

Other railway advertising Radio TV

%

Base: All recall advertising for easyJet

Relatively similar pattern to December 2011 – the majority of ad recall is from the airport or online. Magazine and TV recall remain higher than October 2011.


21

Pre Oct-11 Post Dec-11 Aug-12 Lyon Nice Paris CDG Paris ORY Toulouse

1610

1317 15 15 15 15

6

1011

1111

8 10 8

1311

12

Recognise as easyJet Recognise but not as easyJet Claim seen others in same style

Ad Recognition – branded / unbranded

Base: All respondents: 750/ 750/ 1253 Base: Lyon 453/ Nice 307/ Paris CDG 900/ Paris ORY 823/ Toulouse 373

Recognition level slightly improved again; and correct attribution to easyJet has improved as familiarity increases.


22

Message Take-out (looking at branded advertising)

easyJet is different to others

Left me with a good feeling about easyJet

Told me something new about easyJetFits with my image of easyJet

Made me more interested in using easyJet

0

20

40

60

80

Pre Post (any execution) Aug-12

Base: All recognise and correctly attribute any easyJet advertising: 123: 75; 164

% Agreeing (Strongly/Slightly)

Message takeout amongst those who correctly attribute the advertising to easyJet – increasingly saying told them something new and ‘left me with a good feeling’

Advertising Impact


23


Enjoyed watching/looking at the ad

I did not find the ad interesting

Tired of seeing this adIt looks like typical airline advertising

Didn't understand what the ad was trying to say

0

20

40

60

80



Base: All recognise and correctly attribute any easyJet advertising / 123; 75; 164

More enjoyed looking at the ad, however more feel it looks like typical airline advertising compared to October 2011.

Advertising Impact

24


easyJet cares about me

easyJet connects me to people and places I want to see

easyJet understands why I want to travel

With easyJet, I can enjoy great experiences in Europe 0

20

40

60

80

100



Base: All recognise and correctly attribute any easyJet advertising / 123 : 75: 164

Advertising Impact

25

Campaign response – Action claimed

Those who did nothing continues to decline. Slight increase in those going to the easyJet website and those who talked about taking a flight with easyJet with friends/ colleagues.

Advertising Impact

I talked about the advertising with others

I searched for more information on internet blogs or consumer review sites

I looked for more information by using a search engine such as Google

I talked about taking a flight with easyJet with friends or colleagues

I went to the easyJet website

I didn't do anything

11%

12%

15%

8%

31%

45%

12%

11%

17%

13%

31%

43%

14%

13%

12%

16%

33%

41%Aug-12

Post Dec-11

Pre Oct-11


26

Call to actionOverall, to what extent are you more likely to purchase from easyJet having seen this advertising?

Pre Oct-11 Post Dec-11 Aug-12

3 1 21 7 1

39 3134

3739 41

20 23 23 Much more likely

A little more likely

Neither/nor

A little less likely

Much less likely

%

Those likely to purchase continues to remain higher since the launch of the new campaign.

Advertising Impact


27

From this…

…to this

Most common words used in descriptions of main message

Advertising Impact

…to this

28

Three adjectives to describe easyJet

Advertising Impact

Base: All August 2012

29

Purchase Drivers & Consideration Factors

30

Purchase Drivers – Main reason (for last flight)

Don’t know

Wasn’t responsible for choice of airline

Seating allocation

Baggage allowance

Ease of boarding

A personal recommendation

Friendly/ helpful staff

On-board seat comfort

Loyalty programme

Ease of check-in

Being a national carrier

Punctuality/ OTP

Airlines safety record

Quality of in-flight service

Having an online booking system

Previous experience of airline

Fly to destinations I wanted

Having convenient flight times

2%

13%

1%

2%

2%

2%

3%

3%

3%

4%

5%

5%

6%

6%

6%

8%

12%

17%

%

Base: All

Convenience of flight times and location continue to be the dominant purchase drivers. OTP and being a national carrier (added this wave) both most important for 5% of respondents.


31

Purchase Drivers – All other reasons (for last flight)

Base: All

Looking at all other reasons mentioned; destination and time of flights still dominate. Quality is also important for a quarter of respondents. Personal recommendation (added this wave) is seen as relatively unimportant.


None of these

A personal recommendation

Loyalty programme

Seating allocation

Being a national carrier

Baggage allowance

Ease of boarding


Punctuality/ OTP


Ease of check-in

Airlines safety record


Having an online booking system

Quality of in-flight service

Having convenient flight times

Fly to destinations I wanted

3%

5%

8%

10%

10%

14%

16%

16%

17%

19%

23%

23%

24%

25%

26%

27%

28%%

32

Consideration factors – easyJet specific

Base: All who consider; 529

Motivation to consider easyJet is dominated by price, followed by flight schedule/ convenience. Again personal recommendation is seen as a relatively low consideration factor in comparison to others.


Other

Personal recommendation

Loyalty programme



Quality of inflight service

Airlines safety record/ reputation


Punctuality/ OTP

Flight schedule/ convenient flight times

Price

2%

12%

12%

17%

22%

23%

26%

27%

30%

49%

85%

%

33

Brand Preference & Image Ratings: Image RatingsRating of airlines for care, in-flight and corporate issues - Please rate, where 10 means excellent and 1 means very poor

34

The following charts illustrate how respondents rate each airline and consequently where easyJet stands out from its competitors by the ‘shape’ of each airline. Overall take-outs: some variation by market but on the whole …

Care Flight Specific Corporate

Three pillars…

Overview – France

In comparison to Air France and BA easyJet

has a relatively low score for all these measures but

tends to be better both than Ryanair and

Vueling.

Air France is rated best for all measures.

easyJet relatively strong for easy to use online booking and flies from

convenient locations for me.

easyJet ahead of Ryanair for boarding,

check-in and punctuality.

easyJet still strongest for good value and low cost.

Air France now dominant in all markets for being

market leaders and environmentally friendly, easyJet still behind BA but moving away from

Ryanair for being market leaders

easyJet still low for Care perceptions, remains ahead of Ryanair and similar to Vueling. Still strongest for low cost image and, although Air France dominates, is relatively strong

for convenience (tend to be just behind BA).

Brand Preference & Image Ratings

35

4

6

8

Cares about me as a customer

Polite and courteous staff

Onboard seat com-fort

Works hard to ensure safety

Flies to the desti-nations I want

Comprehensive European network

easyJet Air France British Airways Ryanair Vueling


Image rating/ care – Lyon by airlines

Base: August ’12/ All Lyon aware of advertising for airline – easyJet (418), Air France (443), British Airways (411), Ryanair (390), Vueling (146).

Mean score

36

4

6

8Ease of boarding

Ease of check-in

Easy to use online booking

Runs flights on time

Flies from conve-nient locations for

me



Image rating/ flight specific – Lyon by airlines

Mean score


37

4

6

8Is a market leader

Strives to be envi-ronmentally friendly

Young and fresh image

Low fares

Good value for money



Image rating/ corporate – Lyon by airlines

Mean score


38

4

6

8Low cost

CareConvenience



Brand rating/ Three Pillars – Lyon by airlines

Mean score


39

4

6

8Cares about me as

a customer








Image rating/ care – Nice by airlines

Base: August ’12/ All Nice aware of advertising for airline – easyJet (296), Air France (303), British Airways (287)Ryanair (269), Vueling (118)

Mean score

40

4

6

8Ease of boarding

Ease of check-in




me



Image rating/ flight specific – Nice by airlines

Mean score


41

4

6

8Is a market leader



Low fares




Image rating/ corporate – Nice by airlines

Mean score


42

4

6

8Low cost

CareConvenience



Brand rating/ Three Pillars – Nice by airlines

Mean score


43

4

6

8









Image rating/ care – Paris CDG by airlines

Base: August ’12/ All Paris CDG aware of advertising for airline – easyJet (851), Air France (881), British Airways (823) Ryanair (808), Vueling (342)

Mean score

44

4

6

8Ease of boarding

Ease of check-in




me



Image rating/ flight specific – Paris CDG by airlines

Mean score


45

4

6

8Is a market leader



Low fares




Image rating/ corporate – Paris CDG by airlines

Mean score


46

4

6

8Low cost

CareConvenience



Brand rating/ Three Pillars – Paris CDG by airlines

Mean score


47

4

6

8









Image rating/ care – Paris ORY by airlines

Base: August ’12/ All Paris ORY aware of advertising for airline – easyJet (770), Air France (806), British Airways (753) Ryanair (724), Vueling (315)

Mean score

48

4

6

8Ease of boarding

Ease of check-in




me



Image rating/ flight specific – Paris ORY by airlines

Mean score


49

4

6

8Is a market leader



Low fares




Image rating/ corporate – Paris ORY by airlines

Mean score


50

4

6

8Low cost

CareConvenience



Brand rating/ Three Pillars – Paris ORY by airlines

Mean score


51

4

6

8









Image rating/ care – Toulouse by airlines

Base: August ’12/ All Toulouse aware of advertising for airline – easyJet (355), Air France (370), British Airways (339) Ryanair (326), Vueling (154)

Mean score

52

4

6

8Ease of boarding

Ease of check-in

Easy to use online bookingRuns flights on time


me



Image rating/ flight specific – Toulouse by airlines

Mean score


53

4

6

8Is a market leader



Low fares




Image rating/ corporate – Toulouse by airlines

Mean score


54

4

6

8Low cost

CareConvenience



Brand rating/ Three Pillars – Toulouse by airlines

Mean score


55

Brand Engagement & Associations: Emotional EngagementLevel of emotive engagement and associated attributes – Please indicate which statement applies to each airline

56

Although Air France dominates, easyJet is now always 2nd for ‘Suits my lifestyle’ and ‘Loyalty’

Stronger than low cost rivals for Trust and ‘I really care

about…’

Highest (after Ryanair) for ‘not my sort of airline’.

Suits my lifestyle

A brand I trust

A brand for me

I feel very loyal towards this airline

I really care about this airline

The following charts illustrate how respondents engage with each airline. They show where easyJet stands out from its competitors by the ‘shape’ of each airline. This varies by market but the positives and negatives for easyJet are generally as follows…

Brand Engagement and Associations

Negatives…

Positives…

57

0

20

40

60

80

100Is a brand I trust

Is a brand for me

I feel very loyal to this airline


This airline suits my lifetsyle

This airline is not my sort of airline


57

%


Emotional engagement – Lyon by airlines


58

0

20

40

60

80


Is a brand for me






58

%


Emotional engagement – Nice by airlines


59

0

20

40

60

80


Is a brand for me






59

%


Emotional engagement – Paris CDG by airlines


60

0

20

40

60

80


Is a brand for me






60

%


Emotional engagement – Paris ORY by airlines


61

0

20

40

60

80


Is a brand for me





easyJet Air France British Airways Ryanair Vueing

61

%


Emotional engagement –Toulouse by airlines


62

Brand Engagement & Associations: Associated AttributesPlease indicate which statement applies to each airline

63

Remain dominant for Innovative, Young and

Approachable

Knowledgeable - although lower than national carriers, higher than low cost rivals

Always 2nd highest for Dishonest in Paris (but still

behind Ryanair)

Innovative

Young

Approachable

Friendly

Old Fashioned

Dishonest

Caring


Negatives…

Positives…

The following charts illustrate which of the below are associated with different airlines. They show where easyJet stands out from its competitors by the ‘shape’ of each airline. This varies by market but the positives and negatives for easyJet are generally as follows…

Knowledge

64 64

0

20

40

60

80

100Old fashioned

Innovative

Young

Approachable

Caring

Dishonest

Friendly

Knowledgeable


%


Associated attributes – Airlines by Lyon


65 65

0

20

40

60

80

100Old fashioned

Innovative

Young

Approachable

Caring

Dishonest

Friendly

Knowledgeable


%


Associated attributes – Airlines by Nice


66 66

0

20

40

60

80

100Old fashioned

Innovative

Young

Approachable

Caring

Dishonest

Friendly

Knowledgeable


%


Associated attributes – Airlines by Paris CDG


67 67

0

20

40

60

80

100Old fashioned

Innovative

Young

Approachable

Caring

Dishonest

Friendly

Knowledgeable


%


Associated attributes – Airlines by Paris ORY


68 68

0

20

40

60

80

100Old fashioned

Innovative

Young

Approachable

Caring

Dishonest

Friendly

Knowledgeable


%


Associated attributes – Airlines by Toulouse


69

Appendix: market specific results

70

Customer in last 12 months

28 51 7 11 2

% loss 30 25 63 45 60

Customer 40 68 19 20 5

% loss 25 13 55 33 50


% loss 43 21 54 66 69

Awareness 93 99 91 87 32

easyJet Air France

British Airways

Ryanair Vueling


Summary of awareness / consideration / usage – Lyon

71

Customer in last 12

months26 60 10 13 4

% loss 35 20 57 46 33

Customer 40 75 23 24 6

% loss 25 7 52 29 50


% loss 45 18 48 62 68

Awareness 96 99 93 89 38

easyJet Air France

British Airways

Ryanair Vueling


Summary of awareness / consideration / usage – Nice

72

Customer in last 12

months21 52 6 13 3

% loss 36 27 67 41 50

Customer 33 71 18 22 6

% loss 25 10 54 27 50


% loss 54 21 58 67 68

Awareness 95 100 92 91 38

easyJet Air France

British Airways

Ryanair Vueling


Summary of awareness / consideration / usage –Paris CDG

73

Customer in last 12

months21 53 6 12 4

% loss 36 25 67 45 43

Customer 33 71 18 22 7

% loss 27 10 54 27 46


% loss 52 20 58 66 66

Awareness 94 99 92 89 38

easyJet Air France

British Airways

Ryanair Vueling


Summary of awareness / consideration / usage –Paris ORY

74

Customer in last 12

months24 56 8 14 2

% loss 38 21 58 39 60

Customer 39 71 19 23 5

% loss 26 13 54 32 64


% loss 45 18 55 62 67

Awareness 96 100 91 89 42

easyJet Air France

British Airways

Ryanair Vueling


Summary of awareness / consideration / usage –Toulouse

75

Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12

4 6 6 7 9 8 4 4 5 4 4 4

2425 27

31 30 29

24 27 26 26 28 27

6060 59

60 54 57

6261 65

61 61 63

Prompted

Spontaneous - other men-tion


%

75Base: All

Paris CDG Paris ORY

Brand Awareness – easyJet by market by wave

Brand Visibility

LyonTotal France

76

Oct '11 Dec '11 Aug '12 Aug '12 Aug '12

4 6 6 4 6

2425 27 31 31

6060 59

62 59Prompted

Spontaneous - other men-tion


%

76Base: All

Nice Toulouse

Brand Awareness – easyJet by market by wave

Brand Visibility

Total France

77

Oct '11 Dec '11 Aug '12

Oct '11 Dec '11 Aug '12

Oct '11 Dec '11 Aug '12

Oct '11 Dec '11 Aug '12

5 7 8 9 8 95

8 85

8 7

1315

1617 17 16

14

15 17

1414 18

Prompted

Spontaneous

%

77

Paris CDG Paris ORY

Base: All

Brand Visibility

Advertising Awareness – easyJet by market by wave

LyonAll France

78


5 7 8 7 9

1315

16 18 15

Prompted

Spontaneous

%

78

Toulouse

Base: All

Brand Visibility

Advertising Awareness – easyJet by market by wave

NiceAll France

79


-11 -13 -11 -12 -10 -9 -11 -12 -11 -12 -12 -11

7 5 9 8 7 116 5 8 6 5 8

29 3233 37 42

42

31 32

3731 34

38

Consider using

Prefer us-ing

Least like to use

%

79

Paris ORYParis CDG


Leisure brand consideration/ preference – easyJet (1)

Base: All aware airlines

LyonAll France

80


-11 -13 -11 -12 -8

7 5 9 10 9

29 3233

43 43

Consider using

Prefer us-ing

Least like to use

%

80

Toulouse


Leisure brand consideration/ preference – easyJet (2)

Base: All aware airlines

NiceAll France

81


-11-16 -12 -11 -12 -10 -12 -15 -12 -14 -17

-10

7 4 4 7 3 5 7 4 4 6 6 4

1213

18 1515

2212 14

19 12 15 18

Consider using

Prefer us-ing

Least like to use

%

81

Paris ORYParis CDG


Business brand consideration/ preference – easyJet (1)

Base: All business fliers

LyonAll France

82


-11-16 -12 -11 -13

7 4 4 6 6

1213

1824 20

Consider using

Prefer us-ing

Least like to use

%

82

Toulouse


Business brand consideration/ preference – easyJet (2)

Base: All business fliers

NiceAll France

Brand tracker 2012_aug_france

Business

Transcript of Brand tracker 2012_aug_france