Easyjet pricing

The low cost carriers have both penetrated and grown these markets, principally by garnering a consumer perception that the fares offered are very low.  This perception has been developed in no small part by extensive advertising and effective use of public relations.  For example, Ryanair has offered fares as low as one penny (plus taxes), and therefore it is not surprising that there is great media coverage of these carriers, which in turn generates more interest in the services.   Both Ryanair and EasyJet have been very effective in using media coverage of their legal wrangles with traditional carriers such as British Airways and Lufthansa to promote their services and low fares.  

Easyjet presentation