It links various one hundred forty cities across seventy-eight countries and six continents across the globe. Emirates Airline is using this strategy because it serves luxurious excellent and high quality services to their customers that merit more money than other airlines who offer regular standard services. Its distribution strategy involves sale of tickets through travel agents and tour operators. If you liked this article, please share it by clicking on the icons below. It has always maintained the legacy of operating with the aeroplanes of biggest sizes. Quizzes test your expertise in business and Skill tests evaluate your management traits. He is a lecturer in Management and Marketing. There are several marketing strategies like product/service innovation, marketing investment, customer experience etc. Every global operation and service is looked after by the management and priority is given to customer services. It is a subsidiary of the emirates group. With more than 3,600 flights per week from Dubai International airport, it connects more than 154 cities across 6 continents in the world. Customers can book their flights online at emirates.com. People in the marketing mix of Emirates airline. Cornwell, A. Although the prices of these routes is lower, the company generates revenue through volumes. This company was founded in the year 1985 (“Emirates Airline Profile”, 2012). The content on MBA Skool has been created for educational & academic purpose only. The Competitors Emirates airlines are facing stiff competition with major international and national airlines on the market shares. Emirates airlines caters to its consumers at both personal as well as professional level offering flying services in terms of first class, business class and economy class. Also read Emirates SWOT Analysis, STP & Competitors. Different meals are served in different classes; however, they are all succulent! The airline also offers special discounts on fares to attract more customers and increase customer loyalty. It examines the... Products in the marketing mix of Emirates airline. Emirates airline has a very user-friendly website. The workforce consists of over 160 nationalities. This study guide is a comprehensive discussion (along with many examples) of the key aspects of: market segmentation, segmentation bases, target markets, product positioning, and perceptual maps, as well as examples of market segmentation. STRATEGIC MARKETING COMMUNICATIONS. The companies are not associated with MBA Skool in any way. page. Such a variety of options make the time fly and keep people entertained! However, it is worth mentioning that flight attendants have been demanding for better working conditions and more benefits e.g. Emirates airline is famous for its diverse workforce. Emirates Airlines established in 1985, is a subsidiary of the Emirates Group, a public international travel conglomerate in Dubai, United Arab Emirates. The advert went viral and hit more than 790,000 views on YouTube in the first 24 hours. Emirates airlines has a varying pricing strategy in its marketing mix. Emirates have positioned as most favoured when it comes to airline services and therefore uses value-based positioningstrategies. MARKETING MIX OF EMIRATES AIRWAYS contact@myassignmentexpert.com 2. For instances to modifying the marketing mix, the Kuwait airways implemented the strategy by launching a low cost carriers with the intention of increasing its customer base and loyalty and also increasing sales of. The Gulf carrier is one of the most profitable airlines … Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. Prior to Emirates, Sir Tim built his reputation as a talented route planner at Gulf Air, which had recruited him from Caledonian Airways. For example, flight booking, recruitment, and employee training are some of the important activities in the overall process. This is because of the use of the secondary, it’s also give the reader to gather information a wider range from the different sources which can justify and analyze in order to achieve the tasks. Emirates airlines offers great deal of entertainment inside the flight and wide range of choice for food items keeping its customers satisfied with its services. If playback doesn't begin shortly, try restarting your device. Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Emirates airlines. If customers find a better Emirates fare for the same itinerary on another website with the same flight at least GBP10.00 cheaper, the airline offers to refund the difference (Emirates, 2020). Marketing Mix of Emirates analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Emirates marketing strategy. The marketing mix is the specific mix of advertising , personal selling, sales promotion , public relations and direct marketing (Dolak, 2015). ... marketing strategies and their very business plans. This article elaborates the product, pricing, advertising & distribution strategies used by Emirates. The airline also offers price guarantee on tickets purchased on its website (www.emirates.com). Airlines are part of the service industry, competing to offer the best experience of several similar competitors.As such, marketing including an airline advertising strategy, social media, and other programs can make the difference between gaining customers or losing out to other airlines.To attract the most customers and generate buzz, airlines must remain enticing and competitive. Copy link. Due to direct flights, Emirates airlines has adopted effective price policy for the shorter routes. It offers customers three very good options: First Class, Business Class, and Economy Class. (Emirates Group, 2016) In comparison to other airlines, it is rare to find such global marketing campaigns and goes to show the aggressiveness that Emirates chooses to … 3.1. Dubai is the hub of the airline. Not only do they keep an active social media accounts full of eye candies -video shorts of destinations, videos of their planes, correspondences to commenters, but they also incorporate influence’s to truly capture their buyer personas. Emirates airlines has been using this "connection point" in favor of promoting their business especially transit passengers, thewell established and marketed wide range network enables Emirates Airlines to prosper in this particular segment. Emirates currently flies to over 150 destinations in more than 80 countries around the world (Emirates, 2020). This airline is considered as the global leader who started its operations with only two aircraft. It also offers excellent internal services by means of better housekeeping and healthcare for its customers. By the year 2020, Emirates aims to carry more than 70 million passengers per year on over 300 aircrafts. Third part is, marketing mix where the reader will get to know about Emirates and Etihad 4ps. Today, it carries biggest fleet of Airbus A380 and Boeing 777s. Found in 1985, a subsidiary of Emirates group, Emirates Airlines commenced its operations with just two aircrafts. In order to attain flexible pricing for the seats and extract the maximum profits the company also adopts dynamic pricing policy levying the highest cost per seat. Emirates’ digital marketing team understood this. Shopping. 10 December 2018 | A marketing tactic that has been adopted by airlines such as KLM, Alaska Airlines and AirBaltic is to advertise on bike share programs (a.k.a. In the second section, explaining the marketing strategy of both airlines. The cabin crews wear stylish uniform, and follow certain beauty standards. Different business activities may have different processes. Marketing Analysis of Emirates Airline - updated. https://www.businessinsider.com/r-exclusive-emirates-cabin-pressure-rises-as-crews-feel-global-airline-upturn-2018-2?r=US&IR=T, https://www.emirates.com/uk/english/about/press-room.aspx, Ansoff Matrix in McDonald’s (McDonald’s Growth Strategy). ... Emirates Airlines. Ice is the award winning entertainment system of Emirates Airline. This is a detailed analysis of the marketing mix of Emirates airline. All rights reserved BSSL. Up Next. Price in the marketing mix of Emirates airline. The journey of Emirates started in March 1985 when The Dubai government provided it with two aircrafts and a capital of 10 million $. By: M Rahman | Tags: Marketing in Tourism & Hospitality. Emirates Airline Company undertakes the operation of the four known longest flights across the globe and has “the largest order of A380 aircrafts” (“Emirates Airline Profile”, 2012). Emirates airlines is the first company to provide shower on flights and private suits. which have helped the brand grow. Emirates airlines is the fourth largest airline in terms of carriage of international passengers and second largest in terms of freight tonne kilometres flown and has been the fastest growing airline in the world. Stylish offices, lounges at airports, and in-flight entertainment are some other important elements of the airline’s physical environment. Emirate airlines have a new fleet and are equipped with the latest in entertainment for its customers. The Emirates Airline foundation is committed in providing aid to various countries during difficult times. First class offers all the premium comforts that includes the adjustable seats that can be converted into minibars, beds, for privacy and security reasons. which have helped the brand grow. The airline’s investment in employee training and development is also praise-worthy. Strategic Marketing – Emirates Taking the IMC Route. Emirates Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Medical insurance, life insurance, education support allowance, annual leave( a minimum of 30 calendar days per year), end of service benefits, pension scheme, and group staff travel are some of the benefits offered by the airline. M Rahman writes extensively online with an emphasis on business management, marketing, and tourism. Company Offerings First Class Business Class Economy Class: In-flight entertainment system-ICE CUISINE Exclusive travel extras for children Achievements •Emirates is the First to put in a personal video in all three classes •Emirates is the First to present Private Suites in its The names and other brand information used in the Marketing Mix section are properties of their respective companies. We hope the article has helped you explore the marketing mix of Emirates airline. Process in the marketing mix of Emirates airline. In the First Class, passengers can enjoy the comfort of their private suite and even take a shower at 40,000ft! If playback doesn't begin shortly, try restarting your device. FLEETS OF AIRLINES THE EMIRATES A380 BOEING 777-300ER BOEING 777-200LR BOEING 777-300 BOEING 777-200 AIRBUS... 3. Emirates Airline is currently the largest airline company in the Middle East. It examines the 7Ps i.e. MBA Skool is a Knowledge Resource for Management Students & Professionals. It employs people from every continent in the world. The airline offers a competitive total pay and benefits package. It has been reviewed & published by the MBA Skool Team. They can also book their flights online with many other websites. For instance, the average price per kilometer for Emirates is $0.09. Beginning with the first powerboat race held in Dubai in 1987, we’ve gone on to sponsor various sports teams and events, from football and tennis to motorsports and horse racing. Emirates airline runs promotional campaigns by using a number of media. Watch later. Emirates also has a website for cancellation of tickets, buying of tickets, rescheduling of the flight and drawing information about the various periodical offers and discounts. It has more than 269 aircraft and flies to destinations in six continents (Informa Markets, 2020). Place in the marketing mix of Emirates airline. (2018) Flight attendants at one of the biggest airlines in the world are demanding better benefits and work conditions, available at: https://www.businessinsider.com/r-exclusive-emirates-cabin-pressure-rises-as-crews-feel-global-airline-upturn-2018-2?r=US&IR=T (accessed 02 January 2020), Emirates (2020) About Emirates, available at: https://www.emirates.com/uk/english/about/press-room.aspx (Accessed 01 January 2020), Haines, G. (2016) Revealed: The cheapest airlines per mile (and Ryanair’s not where you’d think) available at: http://www.telegraph.co.uk/travel/news/worlds-cheapest-airlines-revealed-and-ryanair-more-expensive-than-emirates/ (Accessed 10 December 2017), Informa Markets (2020) Emirates: about the airline, available at: https://www.routesonline.com/airlines/3475/emirates/about/ (accessed 01 January 2020). Using the tagline of “Over 100 destinations” this Dubai based airline has attracted thousands of international tourists through its world class and luxurious flying experience with first-class private cubicles and accompanied by a private chef. Tap to unmute. Emirates airlines often generates promotional discounts during the off season pricing the tickets at affordable rates attracting the tourists across the world to Dubai. This gives the company an advantage of lower prices at the availability of same service. Within its first year of operations emirates flew 26000 passengers and carried 10000 tons of freight. Emirates airline carries out a number of activities to deliver its services to customers. Emirates airline is a Dubai based airline wholly owned by Dubai Investment Corporation. The airlines has first class lounges, special services, customer relations and additional services which have a stream-lined end to end process. marketing mix (Encompassing the four p: product, price, promotion and place), which is the ... pursued by both analyzed airlines. The company also runs innovative campaigns like “The Kids go free” wherein meals, tickets and accommodation of the kids was free with two paid members which generated lot of business for the company. We also connect communities through music, film and literature by sponsoring international symphonies, festivals and performances. The Internet, Books and journals are also an important in term of apply and devel… The airline’s presence is often seen on TV, print media, and the Internet. In business class it provides partitions for privacy and also offers USB and laptop charging point. On the other hand, $0.10 is the average price per kilometer for both Singapore airlines and V Australia; $0.11 for Ryanair; $0.12 for Saudi airlines; and $0.14 for Virgin America. This covers the entire marketing mix of Emirates airlines. Emirates has a dedicated terminal in Dubai, which has state of the art facilities for the comfort and luxury of its passengers. The main marketing issues of emirates air lines The vision of Emirates is to build and maintain the market leadership which is looking beyond conventional track. These programmes are offered in multiple languages. Low labour costs and directs flights have helped Emirates cut the prices on fares in certain routes. Product in the Marketing mix of Emirates airline Emirates airlines have a mixed fleet in their product portfolio like the Boeing wide-body aircraft and Airbuses. Hence, this gives an overview in the product strategy in the marketing mix of Emirates airlines. Its key area of focus is air travel. By marketing themselves as the best available service provider, airlines build up their brands in the minds of consumers. product, price, place, promotion, people, process, and physical evidence of Emirates. By Joan Voight. Bikevertising: WOW Air’s bike sharing scheme in Reykjavik. Copy link. The airline carries more than 50 million passengers worldwide. They offer their customers the comfort zone with the latest and most efficient aircraft. It is based outside the Dubai International Airport. Marketing mix of Emirates airline Marketing mix of Emirates airline. The airline also uses celebrity endorsement. Turkish Airlines marketing policy depends on using hashtags for building relevance and authenticity, whereas Emirates is using Instagram. Info. Integrated marketing communication: It is the most paramount of all these categories as it involves, direct marketing, the formulation and scheduling of public relations programs, the sponsorship and not forgetting the Internet marketing ( Eid, 2012). Marketing Mix of Emirates analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Emirates marketing strategy. EMIRATES: TAKING THE IMC ROUTE” INTRODUCTION. In 2015, Emirates released the airline’s first advert starring American star Jennifer Aniston. Emirates business group is always trying to maintain the high standards of business ethics. The place is the pysical location of the business and the distribution of products or sevices in the business. It is also one of the top airlines in terms of average price per kilometer. Being well known for its long routes, Emirates airlines has also introduced new short routes benefiting its customers. Share. Share. It has developed shorter and low cost routes without any layover. In order to retain these customers – and attract those disgruntled by the competition – airlines focus on increasing consumer loyalty through special promotions and enhancing a consumer’s sense of belonging. You may also like reading SWOT analysis of Emirates airline. It has sponsorship contract with some of the most famous football clubs in the world e.g. Other ways to book Emirates flights are through tour operators and travel agents that offer the service. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University. Shopping. In the present day, t… Emirates airlines also uses premium price policy for its premium customers who demand luxurious and customised services at fights. The company also sponsored ICC cricket world cup in 2011 as well as 2015 thereby increasing its reach to millions. The report is divided into 7 parts. This article has been researched & authored by the Content & Research Team. In general company identifies the needs of the customers with different needs and belonging to differential financial statuses. The establishment of a new position tasked to drive digitalisation in the company comes quite late in the day for the airline, which could undermine its competitive advantage. Maintaining presence on the social media is a 24x7 work for which the airlines hire people, who know business strategies, write powerful content, and have the knowhow of brand positioning. Emirates airlines presently operates 87 cities in 59 nations around the world (still growing). This is a detailed analysis of the marketing mix of Emirates airline. Emirates is one of the leading airline brands which focuses a lot on customer experience. Emirates is successful because of its strong marketing strategies which is why Emirates is the only airline to face a very less economic downturn in the last fe… Passengers can choose from over 2500 channels of movies, TV shows, music and games. This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. Marketing Mix of Malaysia Airlines analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Malaysia Airlines marketing strategy. Other relevant articles for you are: PESTEL analysis of the United Arab Emirates (UAE). Emirates SWOT Analysis, STP & Competitors. Up Next. Emirates airline is an airline company. Info. There are various amounts of promotion in Emirates airlines including, advertising through the television, public relations, sale promotions (discounts and special offers), leaflets and direct marketing. This is the quickest and most convenient method. Big data analytics must be used to target consumers in a more personalised and effective way through the whole marketing mix. Tap to unmute. It also uses sponsorships for promotional purposes. Emirates focuses a lot on its services which becomes the backbone of its processes. Emirates Is the World’s Most Glamorous Airline. Emirates’ stylish offices, lounges at airports, in-flight entertainment all are the physical evidence depicting luxury and quality. longer rest periods, and the guarantee of ground jobs during pregnancy (Cornwell, 2018). The leadership is busy to strive and make calculate decisions with modern ideas. Promotion in the marketing mix of Emirates airline. 8Ps of Airline Industry (Marketing Mix) Watch later. One o f the main highlights of the Emirates Airlines is that their product portfolios have a mixed fleet like the Airbuses and the Boeing wide-body aircraft. The company is the “flagship and national airline of Dubai, United Arab Emirates” (“Emirates Airline Profile”, 2012, p.1).