easyJet brand tracking shows increased awareness and consideration in 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
Care
5.42 (3rd) 5.38 (3rd) 5.43 (3rd) 5.44 (3rd) 5.44 (4th) 5.46 (3rd) 5.53 (3rd) +0.07
Low cost
7.02 (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
months
21 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
87
83
88 88
93 92
94
92 91
93
88 88
91 92
43
40
34
37
42
39
51
35
45
40
38
36 37
42
19
21 22 22
26 26
31
24
34
30 33
26
32 32
10
12
14 14
18 17
21
16
22
19
22
17
21 21
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
%
Awareness Consideration Customer Customer in the last 12 months

13
easyJet over time: Brand Affinity - France
20
29
19
25
22 22 21
23
27
9
15
8
14
11 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
5.28 5.42
5.15
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 7.13
6.9 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
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
Care Low cost Convenience
Base: All

15
Overall Market:
awareness and
consideration

16
Brand Awareness – All airlines
4 6 6
79 77 76
2 2 3
24
25 27
12 14 14
15 16
20
60
60 59
8 8 9
65 64
63
Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12 Pre Oct-11 Post Dec-11 Aug-12
%
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 32
33
26 24 24
23
23
23
Consider
using
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
%
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
46
37
23
2 3 3
13
15 16
13
13
11
9 9 9
%
Prompted
Spontaneous
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
40
34
38
9 9
6
35
26 27
24
29 30
12
20
16
46
41 40
6
16
11
23 24
13
3
12
7 8
16
25
21
Pre Oct-11 Post Dec-11 Aug-12
%
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
16
10
13
17 15 15 15 15
6
10
11
11
11
8 10 8
13
11
12
Pre Oct-11 Post Dec-11 Aug-12 Lyon Nice Paris CDG Paris ORY Toulouse
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)
0
20
40
60
80
easyJet is different to others
Left me with a good feeling about
easyJet
Told me something new about
easyJet
Fits with my image of easyJet
Made me more interested in
using easyJet
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
0
20
40
60
80
Enjoyed watching/looking at
the ad
I did not find the ad interesting
Tired of seeing this ad
It looks like typical airline
advertising
Didn't understand what the ad
was trying to say
% Agreeing
(Strongly/Slightly)
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
0
20
40
60
80
100
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
% Agreeing
(Strongly/Slightly)
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
11%
12%
15%
8%
31%
45%
12%
11%
17%
13%
31%
43%
14%
13%
12%
16%
33%
41%
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 Aug-12
Post Dec-11
Pre Oct-11

26
Call to action
Overall, to what extent are you more likely to purchase from easyJet having seen this advertising?
3 1 2
1 7 1
39 31
34
37
39 41
20 23 23
Pre Oct-11 Post Dec-11 Aug-12
%
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)
2%
13%
1%
2%
2%
2%
3%
3%
3%
4%
5%
5%
6%
6%
6%
8%
12%
17%
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
%
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.
3%
5%
8%
10%
10%
14%
16%
16%
17%
19%
23%
23%
24%
25%
26%
27%
28%
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
%

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.
2%
12%
12%
17%
22%
23%
26%
27%
30%
49%
85%
Other
Personal recommendation
Loyalty programme
Quality of inflight service
Airlines safety record/
reputation
Punctuality/ OTP
Flight schedule/ convenient
flight times
Price
%

33
Brand Preference &
Image Ratings:
Image Ratings
Rating 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
Cares about me as a
customer
Polite and courteous staff
Onboard seat comfort
Works hard to ensure
safety
Flies to the destinations I
want
Comprehensive European
network
4
6
8
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
Ease of boarding
Ease of check-in
Easy to use online bookingRuns flights on time
Flies from convenient
locations for me
4
6
8
Image rating/ flight specific – Lyon by airlines
Mean
score

37
Is a market leader
Strives to be
environmentally friendly
Young and fresh imageLow fares
Good value for money
4
6
8
Image rating/ corporate – Lyon by airlines
Mean
score

38
Low cost
Care
Convenience
4
6
8
Brand rating/ Three Pillars – Lyon by airlines
Mean
score

39
Cares about me as a
customer
safety
want
network
4
6
8
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
Ease of boarding
Ease of check-in
locations for me
4
6
8
Image rating/ flight specific – Nice by airlines
Mean
score

41
Is a market leader
Strives to be
4
6
8
Image rating/ corporate – Nice by airlines
Mean
score

42
Low cost
CareConvenience
4
6
8
Brand rating/ Three Pillars – Nice by airlines
Mean
score

43
Cares about me as a
customer
safety
want
network
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)
Mean
score

44
Ease of boarding
Ease of check-in
locations for me
4
6
8
Image rating/ flight specific – Paris CDG by airlines
Mean
score

45
Is a market leader
Strives to be
4
6
8
Image rating/ corporate – Paris CDG by airlines
Mean
score

46
Low cost
Care
Convenience
4
6
8
Brand rating/ Three Pillars – Paris CDG by airlines
Mean
score

47
Cares about me as a
customer
safety
want
network
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)
Mean
score

48
Ease of boarding
Ease of check-in
locations for me
4
6
8
Image rating/ flight specific – Paris ORY by airlines
Mean
score

49
Is a market leader
Strives to be
Young and fresh image
Low fares
4
6
8
Image rating/ corporate – Paris ORY by airlines
Mean
score

50
Low cost
Care
Convenience
4
6
8
Brand rating/ Three Pillars – Paris ORY by airlines
Mean
score

51
Cares about me as a
customer
safety
want
network
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)
Mean
score

52
Ease of boarding
Ease of check-in
Easy to use online booking
Runs flights on time
locations for me
4
6
8
Image rating/ flight specific – Toulouse by airlines
Mean
score

53
Is a market leader
Strives to be
Young and fresh image
Low fares
4
6
8
Image rating/ corporate – Toulouse by airlines
Mean
score

54
Low cost
CareConvenience
4
6
8
Brand rating/ Three Pillars – Toulouse by airlines
Mean
score

55
Brand Engagement &
Associations:
Emotional Engagement
Level 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
Is a brand I trust
Is a brand for me
I feel very loyal to this
airline
I really care about this
airline
This airline suits my
lifetsyle
This airline is not my sort
of airline
0
20
40
60
80
100
57
%
Emotional engagement – Lyon by airlines

58
Is a brand I trust
Is a brand for me
airline
airline
lifetsyle
of airline
0
20
40
60
80
100
58
%
Emotional engagement – Nice by airlines

59
Is a brand I trust
Is a brand for me
airline
airline
lifetsyle
of airline
0
20
40
60
80
100
59
%
Emotional engagement – Paris CDG by airlines

60
Is a brand I trust
Is a brand for me
airline
airline
lifetsyle
of airline
0
20
40
60
80
100
60
%
Emotional engagement – Paris ORY by airlines

61
Is a brand I trust
Is a brand for me
airline
airline
lifetsyle
of airline
0
20
40
60
80
100
easyJet Air France British Airways Ryanair Vueing
61
%
Emotional engagement –Toulouse by airlines

62
Brand Engagement &
Associations:
Associated Attributes
Please 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

6464
Old fashioned
Innovative
Young
Approachable
Caring
Dishonest
Friendly
Knowledgeable
0
20
40
60
80
100
%
Associated attributes – Airlines by Lyon

6565
Old fashioned
Innovative
Young
Approachable
Caring
Dishonest
Friendly
Knowledgeable
0
20
40
60
80
100
%
Associated attributes – Airlines by Nice

6666
Old fashioned
Innovative
Young
Approachable
Caring
Dishonest
Friendly
Knowledgeable
0
20
40
60
80
100
%
Associated attributes – Airlines by Paris CDG

6767
Old fashioned
Innovative
Young
Approachable
Caring
Dishonest
Friendly
Knowledgeable
0
20
40
60
80
100
%
Associated attributes – Airlines by Paris ORY

6868
Old fashioned
Innovative
Young
Approachable
Caring
Dishonest
Friendly
Knowledgeable
0
20
40
60
80
100
%
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
months
26 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
months
21 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
months
21 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
months
24 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
4 6 6 7 9 8
4 4 5 4 4 4
24
25 27
31 30 29
24 27 26 26 28 27
60
60 59
60
54 57
62
61
65
61
61 63
Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12 Oct '11 Dec '11 Aug '12
%
Prompted
Spontaneous -
other mention
Spontaneous -
1st mention
75
Base: All
Paris CDG Paris ORY
Brand Awareness – easyJet by market by wave
Brand Visibility
LyonTotal France

76
4 6 6 4 6
24
25 27 31
31
60
60 59
62 59
Oct '11 Dec '11 Aug '12 Aug '12 Aug '12
%
Prompted
Spontaneous -
other mention
Spontaneous -
1st mention
76
Base: All
Nice Toulouse
Brand Awareness – easyJet by market by wave
Brand Visibility
Total France

77
5 7 8 9 8 9
5
8 8
5
8 7
13
15
16
17 17 16
14
15 17
14
14 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
13
15
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
11
6 5 8 6 5 8
29 32
33 37 42
42
31 32
37
31 34
38
%
Consider
using
Prefer using
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 32
33
43 43
%
Consider
using
Prefer using
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
12
13
18 15
15
22
12
14
19 12 15 18
%
Consider
using
Prefer using
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
12
13
18
24
20
%
Consider
using
Prefer using
Least like to
use
82
Toulouse
Business brand consideration/ preference – easyJet (2)
Base: All business fliers
NiceAll France

easyJet brand tracking shows increased awareness and consideration in France

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