easyJet for business: clever core extension

On a recent trip to London Gawtwick airport the poster ads from easyJet below really caught my eye. They were doing a great job of promoting easyJet for business users. In this post I talk about why I think this is a great example of core brand extension.

I've posted before on easyJet's growth under CEO Carolyn McCall, with another good set of results recently announced. First half revenue was up 9% to £1.6billion and profitablity improved too.

Here's why I think this is smart stuff.

1. Product upgrade to drive penetration

easyJet for business has grown the core by targeting a new group of users to increase penetration. Importantly, this has been done by first upgrading the product to meet the needs of business people. Reserved seating was a big change we posted on here, removing one of the key barriers to busy business people flying easyJet. In addition, the company recently announced plans for fast-track security to further boost appeal to business travellers.

2. Premiumisation

easyJet for business does what all great core extensions do: it delivers a double whammy of penetration AND premiumisation. Business seats are more expensive than normal seats, so attracting business users grows not only volume but also revenue and profit. This is reflected in revenue per seat that was 9% higher in the latest 6 monthly results.

3. Reinforcing brand personality

I love the humour and play on words in the posters like the one below. It cleverly positions easyJet as the smart, savvy choice for a new generation of business travellers. Older, be-suited business people grew up flying BA and the like. easyJet is suggesting itself as the choice of the 20 to 30 year, casually dressed, iPhone generation of business people.


In conclusion, easyJet business is a great example of how a core brand extension can grow volume and profit, whilst dramatising your brand's personality.