In the early years of Ryanair, they were seen by the public as heroes for making air travel economical and for fighting against government authorities. Ryanair started with a great image where they were loved by the public, which almost went bankrupt. Its first regular service began in 1986 between Dublin and London, which seemed too good to be true. It offered very low fares, with no restrictions, and even offered full meals and drinks during the flight. The airline wanted to create good brand loyalty, passengers would see the same employee check them in on the flight and then follow them onto the plane. This helped create strong brand loyalty between customers and the company. This resulted in a loss of $2 million for the company in the first two years. Later, a $20 million investment had to be made to keep the airline alive. Things changed quickly for Ryanair when Michael O'Leary became finance director. He began by copying the strategy of the best low-cost airlines of the time, Southwest Airlines. Ryanair quickly removed unnecessary extra features and created a very low spend strategy. This caused them to lose their loyal customers but increased profits. In 2013, YouGov surveyed Ryanair with a negative rating of 35%, making it the UK's least liked company. Undoubtedly, not all investors were happy with this decision until the end of the year, when Ryanair announced that it had achieved a turnover of 4.8 billion dollars, making it the company the most profitable airline in the world. To date, Ryanair is the largest European airline and the fifth largest in the world. This was something that confused everyone in the marketing industry. So how did a company become so successful with such a poor image? The answer is a value proposition. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay The value proposition is about understanding what a customer is willing to buy. Nowadays, passengers know very well that Ryanair does not provide excellent service but offers you a very cheap fare. From time to time, Michael O'Leary had even made comments about the infamous 'toilet tax' where he would start charging passengers £1 to use the toilet and even said that if a passenger was willing to pay £5 £ for the toilet, he would. he carries them himself and wipes her buttocks. This gained Ryanair a lot of free publicity, whether good or not, but people began to become familiar with the name and brand values. Airlines started giving their customers more reasons to fly with them because they knew that no one wanted to fly with them because of their bad service but rather because of their cheap prices. One of Ryanair's senior executives said: "Fly with us, then use the money you save to check into a luxury hotel." You will be on our plane for 1 hour. You can stay at the hotel for a whole weekend. It changed the customer's way of seeing things. According to the Ryanair 2019 annual report, the average fare is only €37. Which is cheaper than traveling by train for 2 hours in European countries. No doubt they saw more than 80 million travelers there each year. Most people were actually happy to pay a low price and travel without additional service for.