MARKETING STRATEGIES

OF EMIRATES AIRLINES.
 PRINCIPLES OF MARKETING

Individual project honesty declaration

I confirm that:
1) I’m the original author of this research paper.
2) This research paper doesn’t contain any information taken from
unacknowledged resources and all the material is adequately
referenced.

Project Name: Marketing Strategies of Emirates Airlines

Student Name: Vanessa D’silva

Id no: 7836
Table of Contents:
1) Introduction
2) Marketing strategies
The four P’s
The Four C’s
3) Target Market and Marketing Strategies.

4) Bibliography
Introduction:
Emirates airlines, also known as ‘Fly Dubai’ is the national airlines of
Dubai, UAE.Its the largest airline in the middle east operating over
2400 passenger flights every week from its hub of Dubai International
airport terminal 3 to 105 cities across 62 countries. The airline has a
mix of Boeing wide body aircraft and Airbus fleets. The airline ranks
among the top 10 carriers worldwide in terms of revenue and passenger
kilometers. In Feb. 2011 the Air Transport World gave Emirates airline
the ‘Airline of the year’ award. The award was based on strong
commitment to safety and operational excellence, customer service
trend setters, super financial conditions including 22year consecutive
annual profit.
 Marketing strategies by the Emirates
Airlines
My project research is based on the following strategic
marketing concepts.

1) The Four P’s evaluation

2) The Four C’s evaluation
3) Additional Campaigning.
The Four P’s at Emirates Airlines
The marketing mix has the four P’s which include the Product ,Place,
Price and Promotion.

The Pricing
At Emirates, the distinguished part about Emirates airlines is the pricing strategy.
The lost cost fares compared to the most of the European Airlines and the
convenience in the ticketing procedure are key reasons for the success of this
airline. The European airlines falling between 25 – 30% costlier than Emirates
Airlines

Target airports such as Auckland, Sydney, Melbourne, Bangkok, and Singapore

are planned carefully in terms of ticketing fairs. Keeping the air fares low and
provision of excellent in flight experience is the chief indicator for the increasing
number of passengers wanting to fly by Emirates Airlines.

The Place
The question of the airlines flying to major airport hubs isn’t going
to be profitable. Emirates Airlines introduces many new routes to the
existing ones. With the provision of various travel offers travelling
through Emirates is of comfort and cost saving process.
Also the airlines provide nonstop flights to various destinations
around the world and many new to put on the list.
 Fly Emirates. Keep Discovering

The Product
We consider the aircraft and the services in connection the airlines for
this purpose. As stated earlier the Emirates Airlines uses the Boeing 777
and Airbus which also includes the A380 airplanes which was after
Singapore airlines. Emirates are well known in the industry for its
aircraft purchases.foe example it has purchased 127 aircrafts alone in the
year 2007.

An Airbus 380-800

The corporate management

Emirates airlines are well known for its excellent customer services from
the cabin crew to the ground staff. It has paid dividend of AED 956
million in the year 2010.
Emirates live up to its slogan of:

“Fly Emirates. Keep Discovering”

The Emirates way

 A business class

Excellent product services

“When was the last time when you did something for the first
time?”
 The Four C’s evaluation

convinience cost

communication
Emirates consumer

Airlines

The Emirates Airlines is a perfect mix of all the 7 C’s of marketing.

Keep these four C’s as the major factors affecting the decision making
process? Overall these factors can be seen as contributing to Emirates’
phenomenal growth, but this success seems unlikely without a strong
and stable leadership. The key to the Emirates success has been the
continuity of its management team. At the helm of the company can be
found a group of talented executives with proven track records in their
fields of expertise. Sheikh Ahmed Bin Saeed Al-Maktoum, Chairman
and Chief Executive of Emirates Airline, is also one of the leaders of
Dubai’s wider transformation. Under his leadership, Emirates has grown
from a regional airline with just two leased aircraft and three
destinations, to an acclaimed international airline with a fleet of more
than 100 aircraft and as many destinations across six continents, and
fastest-growing intercontinental carrier.

The Emirates Airlines Head Quarters

 Target Market & Marketing Strategies

Children are everybody’s business. The Emirates Airlines target the kids
markets which are of many benefits to the firm. The Emirates Airlines
launched the “KIDS GO FREE” campaign. According to this campaign
parents can take two under 16 kids along with them. Hence the kids
enjoy free flights on Emirates, meal, accommodation, travel through the
Dubai metro, airport transfers and various attractions along with two
paying adults.
The campaign attracted over 20,000 people around the world, also
extending partnership with various more local and international
companies. According to the calculation one European family could
save upto 3000pounds by taking the advantage of the offer.
It only increases the profits for the Airlines but also saves a lot of money
for the families.

Partnership with over 100 hotels, key tourist attractions and destination
companies in Dubai offers families a never-before integrated experience
from flights to ground activity.
Families are at the forefront of Emirates airline’s global “Kids Go Free”
campaign. Building on the success of its “Kids Go Free” promotion last
year, Emirates has now partnered with Dubai Tourism & Commerce
Marketing (DTCM), over 80 hotels, The Dubai Mall, the Department of
Residency, and local destination management companies, to offer
families even more incentives and savings when they spend their
summer in Dubai.

The “Kids Go Free” offer gives families an unrivalled integrated

destination experience, whereby two children up to the age of 16 can
basically enjoy free flights on Emirates, tourist visa, accommodation,
meals, rides on the Dubai metro, airport transfers, and access to
numerous attractions in Dubai when accompanied by two paying adults.
Families also get an attractive discount booklet at The Dubai Mall, the
world’s largest.
 Paying Adult passenger
paying Adults

Non 12Paying
year old passenger 16 year old

discovering
entertainment
Indirect Target market
Kids Food
for kids
Kids shopping new places
Thus the Airlines focus on the complete package of family fun without
disturbing the profit for the airlines.
According to Saleh Mohammed Al Geziry, Director, Overseas
Promotions & Inward Missions, Government of Dubai (DTCM), said:
“We are proud to partner with Emirates on their ‘Kids Go Free’
initiative, which coincides with the long-running and extremely popular
Dubai Summer Surprises.

“Dubai is the ultimate family-friendly holiday destination. Besides the

numerous world-class attractions, Dubai is a very safe city, it is easy and
affordable to get around by car, taxi or our newly-opened metro, and our
international resident population makes it easy for any travelling family
to feel right at home. There is something for everyone, and we want to
encourage more families from around the globe to come to Dubai and
experience it for themselves
Bibliography:

http://www.docstoc.com/docs/48657913/Target-market-and-marketing-strategies-
of-Emirates-Airline

http://www.4hoteliers.com/4hots_nshw.php?mwi=7077

http://en.wikipedia.org/wiki/Emirates_(airline)

http://leaderswedeserve.wordpress.com/2010/06/21/emirates-airline-the-secret-
story-of-a-successful-company/