Emirates Airlines

Report
Submitted To:

MAAM MEHWISH ASGHAR

Submitted By:
SANA NADEEM MALIK # 12
HAFIZ ANAN AKBAR # 44
MUHAMMAD SAHL KHAN # 86
The Emirates Group
The Emirates Group (Arabic: ) is a Dubai-based international aviation holding company
headquartered in Garhoud, Dubai, United Arab Emirates, near Dubai International Airport. The Emirates
Group comprises Dnata, an aviation services company providing ground handling services at 17 airports,
and Emirates Airline, the largest airline in the Middle East.
The airline's head office is in the Emirates Group building in Al-Garhoud, Dubai. The building is located
on Airport Road, across from the site of the Emirates Engineering Centre in 2007. A tunnel connects the
building to Dubai International Airport.

Dnata
Dnata (styled as dnata, Arabic: , Dubai National Air Transport Association) is one of the largest
suppliers of combined air services in the world offering aircraft ground handling, cargo, travel, and flight
catering services across five continents.

dnata Travel is the biggest provider of travel services and products for retail and business customers for
the Middle Eastern market. The company is based in Dubai. It is a business segment of Dnata, and as
such, part of The Emirates Group. It has an annual turnover rate of $500 million.

dnata was established in 1959 in Dubai, UAE, with just five employees. The name originates as an
acronym for Dubai National Air Travel Agency. It has grown significantly with the first international
expansion seen in 1993. Global expansion was also witnessed in 2008 through the acquisition of a 23%
share in worldwide corporate travel company, Hogg Robinson Group (HRG) and 49% acquisition of the
global outsource provider, Mind Pearl. In December, 2010, dnata acquired Alpha Flight Limited,
expanding the company even further to cover 62 airports in 12 countries. In November, 2015, dnata
acquires RM Ground Services, in Brazil expanding the operations to 84 countries and operates across 6
continents servicing over 150 airlines.

Origins
As the British pulled out of Dubai in the late 1950s, Sheikh Saeed bin Maktoum al Maktoum decreed an
open seas, open skies, and open trade policy, to develop the country. He also required all government
agencies to make a profit. The country was aiming to eliminate its dependence on its finite oil reserves
within 50 years.

The Dubai National Air Transport Association (DNATA) was formed in 1959, and by the mid-1980s, it was
employing 2,500 employees. It consisted of three business segments: Dnata Airport Operations, Dnata
Cargo and Dnata Agencies. In addition to providing support services at Dubai International Airport, the
company served as sales agent for 26 airlines. Dubai had been used as a stopover on routes between
Europe and the Far East since the days of Imperial Airways, which landed its flying boats there en route
to Australia. The open skies policies kept its airport among the busiest in the Middle East.

During the mid-1980s, Gulf Air began to cut back its services to Dubai. As a result, Emirates was
conceived in March 1985 with backing from Dubai's royal family, whose Dubai Royal Air Wing provided
two of the airline's first aircraft, used Boeing 727-200/Advs. It was required to operate independent of
government subsidies, apart from $10 million in start-up capital. It also leased a new Boeing 737300
from Pakistan International Airlines which was returned in 1987.Maurice Flanagan was named managing
director of the new airline. Formerly of the Royal Air Force, British Airways, and Gulf Air, Flanagan had
been seconded to DNATA in 1978 on a two-year assignment as assistant general sales manager.
Chairman was Sheikh Ahmed bin Saeed Al Maktoum, nephew of the ruler of Dubai became chairman of
Department of Civil Aviation and DNATA itself. Tim Clark joined the management team.

The first flight of the airline was, Dubai-Karachi on 25 October 1985. The airline leased an Airbus 300B4-
200, from Pakistan International Airlines. Bombay and Delhi were the next destinations for the airline.
Sheikh Mohammed bin Rashid al Maktoum later gifted two Boeing 727-200s to the airline.

The Emirates Group became profitable within its first nine months. During its first year, the airline
carried about 260,000 passengers and 10,000 tons of freight. By 1986, the airline was adding new
destinations such as Colombo, Dhaka, Amman, and Cairo to its route network.

In its second year the group posted a loss, but growth continued even as the region was experiencing a
downturn a year later. The Gulf War and the laying off of expatriate workers as the main factors. In its
second year, competitors had accused Emirates of starting a price war, something the airline's
competitors still accuse Emirates of doing. On 3 July 1987, Emirates received its first bought Airbus
A310-304, from Tolouse. Within the first 38 months of operating, Emirates was serving 12 destinations.

Emirates Sky Cargo, which operated as a separate entity, carried 25,000 tons of freight in fiscal 1989.
Emirates expanded its route network into the Far East in 1990, and expanded its European operations in
the summer of 1992. In 1990, the airline purchased three additional Airbus A310-300s from Airbus. The
Group also launched Marhaba in December 1991 as a premium meet and greet service for passengers
travelling through Dubai International Airport.

Emirates Airlines
Emirates is a global airline, serving 154 airports in 82 countries from its hub in Dubai, United Arab
Emirates. Operating the worlds largest fleets of Airbus A380 and Boeing 777 aircraft, its main activity is
the provision of commercial air transportation services.
With just purely two aircrafts, the Emirates airline was established in the year 1985 by the ministry of
Dubai. After two decades Emirates has expanded its empire with 83 aircrafts soaring to 78 destinations
in more than 55 countries worldwide. Emirates Airlines has a one of the largest number of cabin crews
hailing from95 different nationals. With such strong history Emirates Airlines are still venturing further in
to the future. They have recently made orders which are worth more than 26 billion US dollars for about
45 numbers of A380 Airbus. This will make the company to be the world's largest purchaser of Super-
Jumbo Air bus. Emirates Airline is expected to become not only one of the greatest budding airlines but
also the fifth most gainful airline in the world. Emirates Airlines is devoted to accomplish its mission. By
installing individual entertainment systemin all of its classes, having 22 audio & 18 TV channels, as well
as enabling customers to not only book online, search for flights but also to choose their seating arena
consequently this airline is identified as a pioneering and customer-oriented contributor of advanced
services because of these outstanding features. Emirates empowered over 280 international awards,
one of them being the prestigious CAPA airline of the year award 2005 by the Centre for Asia Pacific
Aviation.
Emirates was created in 1985 with two wet-leased aircrafts from Pakistan International Airline and
check of $10 million. First flight was operating to Karachi on 25th of October and already in 1987, the
first bought aircraft was delivered to Dubai. (Emirates, 2015) In 1990 despite the political situation and;
Iraqi and Kuwait conflict, Emirates continues with growths (Wilson, 2007).
Only after six years of operation Emirates flies to 23 destinations and has plans to grow even more. In
1992 Emirates were the first airline to install screens with inflight entertainments in all classes and that
was the year, when EK exclusive terminal was opened. In 1996, they open the Flight Center for their
staff. The important step in terms of marketing and loyalty programs frequent flyer program was
launched in 2000(Emirates, 2015).

Emirates during 11th of September:

11th of September of 2001 is a world known terrorist attack in airline industry, when one aircraft of
American Airlines and one of United Airlines were hijacked and crashed on the Twin Towers in New York
City (Cento, 2009).

After the incident of 11th of September 2001 William Gaillard of the industrys
international organization affirmed that, the airlines lost last year as much as they had ever made since
the Wright Brothers started flying in 1903. (BBC, 2002)

In 2000 the industry was reported to have made $3.7 billion profit worldwide. The events of 2001
propelled it to a $12 billion lost (Wilson, 2007).

Opposite of other airlines, Emirates had many aircrafts on order and many plans. Sheikh Ahmed
declared: We will maintain our plan to take delivery of 11 aircraft in 2002 This is time for us all to pull
together and prove that we really are the most unique travel team in the world (Wilson, 2007).

Despite all fears of Sheikh Ahmed, it took only six weeks to recover the business. The shocking news
became the $15 billion aircraft order sent to Boeing and Airbus, which counts in total some 58 new
aircrafts. In ordering new A380, it made Emirates the first airline to commit the A380 program (Wilson,
2007).
In the conclusion, after the tragedy of 11th of September, global passenger traffic declined by 4% and
cargo by 9%. For Emirates, the situation was opposite: with the rise of passenger traffic by 18.5% and
cargo by 19.5% (Wilson, 2007).

Emirates fleet
Emirates airline is known with their modern fleet, luxurious designs in premium cabin, beautiful lounges
and modern shower spas on board.
In June 2015, EK fleet counted 235 aircraft made up of 221 passengers aircraft and 14 cargo aircraft.
They are counting with 145 Boeing 777 (worlds largest operator of this 14 aircraft); 62 Airbus 380 (as
well, worlds largest operator of the biggest passenger aircraft); 5 Airbus 340; 21 Airbus 330 and 2
Boeing 747.
Luxurious Service
On board of an Emirates flights customers can choose in flying First, Business and Economy classes.
Inspire the Inspired
For the customer flying in First Class cabin, Emirates prepared the own private suits. There passengers
can enjoy seats that convert to fully flat bed with mattress and blankets. Availability of selection of
wines and champagnes in First Class are impressive and for the ones who dont want to be disturbed can
enjoy personal mini-bar inside a suit. On demand, in-flight dinning has a variety from wild Iranian caviar
to gourmet cheeseboard for the desert.
On airbus 380 first class customers can have an experience of using facilities of the Shower Spa at
40,000 ft. It has to be mentioned availability of amenities with Bvlgari toiletries and Timeless spa
products.
Ignite new passions
Passengers traveling in Business class will enjoy flat-bed seats with available mattresses and blankets to
arrive refreshed to the next destination. Side table and in-seat power are suitable for the ones who are
traveling in work. For the ones who want to enjoy a leisure trip, the mini-bar and award-winning
entertainment are available on board.
In all A380 First class and Business class customers can enjoy onboard lounge at 40,000 ft. Lounge will
offer a possibility of stretching legs, enjoy a selection of canaps and large selection of cocktails, wines,
champagnes, beers, spirits and many more drinks.
Expect Exceptional
In Economy class cabins it is not that private experience than in First or Business, but availability of
comfortable seats, in-seat power, Wi-Fi, in-flight entertainment will be making journey unforgettable.
For the little ones the offer of special meals, toys, cartoon and Polaroid picture with take away fear of
flying.
Inflight Entertainment
In 2015 and already for 11th consecutive year Emirates gets award of Worlds Best Airline Inflight
Entertainment at SKYTRAX World Airline Awards.
Emirates and Singapore airlines were considered the first airlines implementing inflight
entertainment. Consumers continue to think well of a pioneer that took the risk and made the
investment concept of so called First Mover advantage. (Shaw, 2011) Having a pioneering vision in
technology, Emirates was the first airline in launching personal TV screens for all customers in all cabins
in 1992, Live TV in 2013 and free Wi-Fi in 2014.
Dubai Terminal 3
Terminal 3 in Dubai International Airport (DXB) is exclusive terminal for Emirates Airline. First Class and
Business Class customers have a different access to terminal and check-in area dedicated only for
premium class cabins.
For the connecting passengers, terminal has variety of shopping outlets, cafes and
international restaurants to make a stop-over experience more pleasant. Availability of Spas helps
customers reach a destination more relaxed and de-stressed. And for travelers who doesnt have any
appointment in Timeless Spa, two Zen gardens will help to create a calm atmosphere in the middle of
busy airport environment.
Emirates experience it is not only on-flight service, it starts much earlier, when in exclusive terminal
passengers doesnt need to worry about check-in counters (all of them would be EK) and comfort while
waiting for a flight.
Lounges
Lounges are designated for making experience of Premium class customer more unforgettable and
unique.
First Class lounges have everything for needs of every customer. For the ones who are not tired and
would love to enjoy a good food, lounge is offering fine dining experience with dishes from all over the
world, great wine selection with suggestion of expert sommelier and Cigar Bar. If passenger is tired,
quite rooms with chaise longues, blankets and pillows would be perfect solution. And nothing better to
take a shower in shower spa before next connection, even if running out of time, boarding is directly
from lounges.
For customers travelling in Business Class complimentary Wi-Fi will help to stay connected while waiting
for the next flight. Different areas, including quiet area will make feel each passenger like home.
Availability of gourmet dining options and bars offer opportunity to meet people from all over the
world. The fact that boarding is straight from the lounge will save some time to enjoy more Emirates
lounges.
Lounges are available not only in Dubai, customers can enjoy as well Emirates lounges in 35 destinations
and partner lounges in more than 60 airports.
Chauffeur-Drive
Chauffeur-Drive it is a complimentary service available for passenger traveling in First and Business
classes, available in Dubai and in over 70 destinations. Only with 48 hours prior a flight a customer has
an opportunity to book a car to and from airport, which can take to any place in the city: hotel, meeting,
restaurant or even golf course.

General Profile of the Airline Industry

Today it is definitely the airline industry which is booming to be the most spirited and emerging
industries in the world leading to not only economic growth, international investment, but also tourism.
In the last decade, airline industry has urbanized powerfully by 7% annually for both business as well as
relaxation needs. This industry is one among the best ever growing sectors with growth rates increasing
on average of 3.2 times greater than the GDP rates. This figure is predicted to rise by an average of 5 % a
year from 2000 to 2010. Sometimes the airline industry is affected by the political, economic and trade
factors. Taking an example of the political factors, the September 11th attack dropped the number of
passengers who travel, because people were afraid of being attacked by terrorists. The economical
factor which gets affected is due to increase in oil prices which shatters the profit of the global airline
industry.
Many airline companies initiated to modify their strategies and services not to just dwell but also to
succeed in the airline industry. They invest deeply in the quality of services by introducing e-booking
system, more comfortable seats for passengers, low cost carriers, new interactive entertainment
systems and many other technological techniques. The ideas behind introducing these services were to
magnetize customer's faith also to gain a competitive advantage. To survive in such a challenging
market, many companies set on agreeing with each other to reduce costs and also share the available
resources, which is otherwise called as alliance. On the whole, the airline industry is expected to double
the number of passengers by 2010 and also to exceed 3 billion dues to the trade, economic
development and tourism. Thus, obeying the theory, "survival of the fittest", successful airlines will be
those that can continue to play smart by putting into action the above ideas so as to secure a strong
position in the aviation market.

Competition Analysis

The airline industry is in its prime of life, hence there is a tough competition in the market and the rate
of sales growing faster before beginning to stabilize gradually. In this stage advertising and promoting
sales makes it obvious that the competition is getting more aggressive. Furthermore, to find best
services required in gaining the attention of customers, many competitors have increased their research
and development (R&D) budgets. In view of this, many companies have now started on focusing to
differentiate their products and services from their competitors in order to capture their customers'
brand loyalty. For case in point, there are companies concentrating on cutting the operating cost, the
result is that the profit margin will decrease and so the least efficient companies will have to leave the
market so that only the well-established companies remain. There are many companies which use
offensive strategies instead of defensive strategies. They achieve this through modifying their market
product and marketing mix to survive and compete during this stage. For instances to modifying the
marketing mix, the Kuwait airways implemented the strategy by launching a low-cost carrier with the
intention of increasing its customer base and loyalty and also increasing sales of Airline Service.

In March 2015, three biggest US airlines Delta, American and United have been published a report,
which promises to have evidence that Emirates has received billions of dollars in subsidies. The aim is to
run a campaign to limit the growth of Emirates, Etihad and Qatar in US market. That would mean that EK
is competing unfairly under the terms of the open skies agreement between US and UAE government.
President of Emirates Airline, Tim Clark, confirms that subsidies are not been received from UAE
government. He adds as well that, we are going to stay focused on what we are doing, and continue to
do it well. We will keep investing in our people, products, services and brands so that travelers globally
will continue to choose to fly with us. Emirates has been received letters and expressions of support
from consumers, airports, and tourism and commercial entities in America. In 2010, Emirates was
declined in spots in BBI (Berlin Airport) which opened in October 2011. The Federal Ministry of
Transport decided to support a national carrier Lufthansa and strengthen market position. Wolfgang
Weber, a Lufthansa spokesman, stated that it would be unfair Emirates operate a flight to Berlin,
because they fly already to four destinations in Germany and Lufthansa can benefice only from one
destination Dubai (Emirates, 2010).

Emirates Competitive Advantage

To gain a competitive advantage amongst its competitors Emirates Airlines adopts differentiation
generic strategy by contributing the top-notch quality services. This is done to be the best company in
the market and to segregate from its competitors. For illustration, the first airline that offered TV screen
for all classes was Emirates airways. Another instance, along with other airline company like Qatar
Airways, Emirates airlines provided training courses by using the most modern machines, called plane
simulator. This was a feather to the hat of Emirates airlines. The aim of such change is to be on top of
the industry thus increase the awareness nationally and internationally which in turn increase the
demand and the profit.

Target Market and Positioning

In terms of performing the business, the marketer should be identifying who is the customers and
understand the customer action for a product or service in order to providing the satisfy goods or
service for them.
Emirates airline is one of the air carrier, which have hardly felt the economic and airline down turn.
There are three major categories of passengers: tourism and business, expatriates and transit
passengers.
UAEs Tourism and Business Segment Customers

Dubais emergence as a regional business and tourism hub that has provided Emirates airline plenty of
room for increasing and has fueled regional air passenger traffic. Dubai aims to attract 15 million visitors
by the next year. Therefore, Emirates airline should plan to take advantage from this situation that can
make more passengers to the airline.
Expatriates in UAE

Because of Dubai economic is rapidly increasing, it has created huge demand of workface and the highly
paid labor market is a major attraction for the various workface around the world. The diversity of
population enables Emirates to plan their route; they have reached mutual agreement with almost all
the national authorities around the world to operate in. Dubai operate in an open sky policy, which
allow any carrier to compete with Emirates airline.

Transit passengers
Due to Dubai is the operational hub for Emirates airline; it is the best position to connect between
Europe, Asia and Australia that can be support to the airline. Emirates has been using connecting point
in the promotional of their marketing especially transit passengers, the well-established and marketed
wide range network enables there to prosper in particular segment.

Strategic formulation

Marketing Plan

In order to identify Emirates airline strategic options, ANSOFF directional matrix can be used as a
starting point to identify the options that are available. According to Aaker and Mcloughlin (2007), there
are four possible alternative growth strategies that can be developed. It consists of market penetration,
market development, product development, and diversification.

Marketing Penetration (Improving In-fight Service)

Business focuses on selling existing products to existing markets drives growth strategy for Market
Penetration.
1) Retain and boost market share of Emirate airlines product and services.
2) Protect market dominance of Emirates airlines existing markets.
3) Driving out competitors by restructuring mature market.
4) Enhance usage of existing passengers.
Tele-communication is essential element in everyone daily life, in order to enabling passengers to make
voice and data call over aircrafts telecom system, Emirates would like to add communication while on
the airplane, it would be very good service for the business passengers. Currently, Emirates have an
expensive telecommunications method to make voice call and Internet, passengers mobile phone
should be beam signal to the ground satellite system and from Immarsat, which is already installed on
most of the Emirate airplanes.

Marketing Development (Extending New Routes)

Due to the number of services is increasing into new markets where company seeks to sell their product
to new areas so, the launching existing services to new area or new market segments is a possible way
to achieve this strategy.
The objective of Emirates airline is building up Dubai into a popular aviation centre that will finally serve
as an important universal long haul hub. It provides an alternative to the traditional European airline
hubs as Heathrow Airport (London), Charles De Gaulle (Paris) and Schiphol (Amsterdam). The airline
heavily promotes Dubai as a destination, offering reduced hotel rates as well as insight to event like the
Dubai shopping Festival that hope to attract more travelers to the city. In order to improving the
number of tourism, Emirates airline add new route and destination especially in UAE tourism.
Due to the airline, managed road shows and press convention to announce its entry to new city, these
events allow travel agents, tour operators and local airline personnel in contact and gain information
about Emirates new routes, holiday packages and other promotion that can give advantage for the
airline.
After performing a new route to the countrys economic hub Shanghai the airline offers passengers a
chance to visit the epicenter of Chinas political and cultural activities. Because of Chinas richest city in
terms of historical value and has a heritage that dates back over 3000 years and houses marvels as the
Forbidden City, the Great Wall of China and the Ming Tombs.
The success of Dubai as an intercontinental hub, it has been facilitated by airline such as Emirates. The
centre point of Dubai has become extremely important; because of it hardly two points on the globe
where it is not logical or possible to use Dubai and connecting point, and it usually a good direct route.

Product Development (Private Suite)

Introducing new services into existing markets implies product development is strategy, which involves
the development of skill and requires business to expand customized services that can apply to current
markets.
As Dubai is a hub for international business travelers, this is time to improve new product to provide for
top-level business executives. The CEO imagine of multi-national company makes lengthy overseas
journey to attend a board meeting that could have a main impact on the company financials. The fact,
company would like CEO to be on top for the rested, refreshed and relaxed so, the cost of CEOs air
travel is doesnt seem so expensive when comparing to service for them.
Emirates airline has more services for business travelers that is reason why Emirates airline introduce
high quality first class private lounges to attract business travelers. The premium class private suit would
be fully outfitted with personal storage, coat cabinet and desk and individual mini bar. Long seat reclines
to become fully horizontal couch and TV wide screen. Exceptional level of personal services including a
gourmet and wines provided by specially trained multi-lingual cabin crews are the other value addition
for this product.

Related Diversification (Low-cost carrier)

The last strategic option allows Emirates airline to exploit its competitive advantages in airline service
qualities. Diversification is a strategy, where business sells new services to new market segment. It is
more precarious strategy because of limited experience on particular new market areas (Lee and Carter,
2009).
After the European low-cost carriers are a successful, Middle East operator also started expression to
explore new marketing concepts of Frills-free fly. The low-cost airline is increasing at more times in
the average industry.
The low-cost airline offers lower prices than traditional airline by fascinate promotion. The low cost has
flexibility fare that is one reason why some people is switching cost to them.
Air Arabia dominates exclusively to this low-cost carrier service in UAE. Therefore, Emirates Airlines
must decide how to respond this threat posed to the large expatriate market in UAE. Among the
options considered there is scope to introduce low-cost subsidiary of Emirates Airlines.
Emirates Airlines be supposed to slightly spread from current marketing objectives to obtain the low-
cost airline market share and to retain its customer base of UAE expatriate market. This can be done
launching new subsidiary to cater budget airline market. The key routes should be high demand and
large number of expatriates home country like Egypt, India and Pakistan.
In terms of Emirates Airline system, new budget airline is help to introduce new Al-Makthoum
International Airport in Jebel Ail that is located on Dubai border. This will provide residents of Dubai and
Northern emirates enhanced travel option to neighboring destinations. Emirates Airlines is placing lease
order of for 200 aircrafts. The carrier is expected to use Airbus A320 or a Boeing 737 on lease basis for
the first few years prior to acquiring ownership status.

INTEGRATION OF MARKETING MIX

PRICE
Emirates Airline is using the premium pricing strategy, which is to offer a higher price than what other
airlines in the market offer. 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. Besides, it uses this strategy because it targets people from medium to
high-income level who are willing to pay more in order to receive better services. However, in recent
years it is planning to introduce some low-cost carrier.
PLACE
Today, Emirates Airline has about eleven travel shop branches in the UAE and about 122 branches
outside the UAE all around the world that provides superior services. Besides, plus the physical
distribution shops, Emirates Airline has also an online website presented in about nine languages in
order to reach all its target segments from different nationalities. Through the website, customers can
book their fights, check the latest orders and book an accommodation in a hotel during his travel.
PROMOTION
The new airline has to use the same methods of promoting as Emirates airline but in a way that fits its
budget. For advertising, it has to advertise in newspapers that mostly attract this segment like Gulf news
and in cheap magazines such as Ahlan. Billboards are good tool for advertising, they are attractive and
people everywhere could see them. Advertisements have to be written in simple
language and easy to understand. For sale promotion, it is recommended to offer privilege card for its
customers the same idea of Skywards the more miles the customer travel the more benefits
they got such as free ticket at Emirates airline. This offer will increase its brand loyalty.
Product
Emirates is always the first to offer the high-quality, latest technologies and services to their customers.
It is the first airline to show the BBC world news updates in flight, the first to give travelers the ability to
send and receive emails and SMS messages from any class and the first airline to implement TVs in all
classes. It is known of its high standard safety and security flights since it is
implementing many security programs and safety systems. In
addition, the company has gained a wide esteem that including email services for all its passengers. It
also allows live text news for customers in their aircrafts. Besides that, Emirates was also first
of the middle-east Airline company introduce a Digital Widescreen System in 2005. This was the service
that has not been provided by other Airline Companies of the world.

Emirates Brand Equity

According to top 500 brand ranking of 2014, Emirates is recognized as the most valued brand across the
globe. The airline completed 234th out of the 500 international brands, and Emirates reported a brand
value of about USD 5.48 billion, which is 34% increase from the last year.
Factors increase Emirates Brand Equity

Excellent Brand Experience

Emirates continuously strive to enhance its customer brand experience by making an investment in
service and quality product concept in order to offer customers with high-quality traveling experience.
On the other hand, Emirates maintains its durable AAA- brand rating, in spite of severe competition
from other airline businesses.
Emirates is considered as the most luxurious airline.
Emirates have the well-trained staff that satisfies all needs of customers.
The airline also has the flatbed in the private quarters, the Zen-like shower spa, and the champagne
and lobster.
Emirates has a history of 30 years, which brought comfortable and glamorous travel experience.
Emirates constantly strive to expand aggressively into major international markets that threaten to
leave the United States airlines in its wake, pushing them to think again their business plans, marketing
strategies, and service offerings.

Global Brand Campaign

Recently in 2012, Emirates launched Hello Tomorrow, an international brand campaign. This campaign
is intended to create an appeal among globalistas. This group of customers identified by Emirates as
those who are the new generation of international customers and looks for new experiences across
diverse cultures; thus, Emirates establishes them as a brand that incorporates this global lifestyle. In
other words, as the world turns out to be more integrated, boundaries are being wiped out and people
become global and mobile than ever before; they share, create and connect ideas or information that
helps the world to progress.

Differentiation Strategy
A strong branding strategy is an essential business differentiation, and this is because Emirates has
continuously made investment in its brand. Emirates is pleased that the valuation of a brand has
boosted and that the company has sustained its topmost position as this reflected its success in
connecting their consumers, as well as remaining pertinent to them in this competitive and rapid
changing business world.

Strong Relationship Building among Customers

In the airline industry, creating brand influence and value refers to building communities around the
experiences, the services and the product that resulted in a trusted and strong relationship.
This incorporates sponsorships based on community-centric sports; for example, involvement of
Emirates with the McLaren Formula 1 team; however, this is less costly and more creative, means to
shared ideas and promote innovation.
The key emphasis of Emirates is on sponsorship activities and brand building activities, along with its
activities to reposition Emirates to become an aspiring lifestyle brand are essential.

Emirates Brand Vision

Emirates vision is to become one of the worlds leading lifestyle brands. This vision leads all the
activities of Emirates to support for the aim of Lifestyle brand. In 2015, the Hello Tomorrow marks
Emirates evolution to become lifestyle brands.
Hello Tomorrow Campaign.
This campaign also mentioned about the new words related to travel is globalista. It supports this
vision, as the globalistas is travelers who think travel is vital part of their lifestyle. Moreover, in 2016,
Emirates continues launch a campaign Be there stories to show the storytelling about globalistass
lifestyle.
"Be There" Challenge Campaign
This vision of Emirates is also be supported by the following elements, leads it to be consistent in
emphasizing the identity: lifestyle brand. Brand as product As the lifestyle brand, Emirates is focusing
on offering the more accessible products and services to customers with more unforgettable
experiences while maintaining the high quality. Product class Applying to Emirates, the product class of
Emirates is high quality services. The high quality identity helps Emirates to differentiate with
competitors, stick in customers mind when they think about Emirates. The product-related attributes In
detail, Emirates is focusing much more on this perspective. Emirates always emphasizes customer
experience is the important things to their success. To enhance the lifestyle identity, Emirates is
focusing on increasing the customers experiences. Emirates is investing in modern wide-bodied aircraft
as the keystone of their strategy.
Moreover, Emirates is offering dedicated Lounges and free Chauffeur-drive, with 37 dedicated Emirates
Lounges around the world, which can be combined to host 11,600 customers at one time. Furthermore,
Emirates has investing hundreds of millions of US dollar in last 10 years to serve wine in all cabin classes,
aim to provide the best experience for their customers.

Quality It is clear that Emirates is focusing on offering the best fly experiences as shown above to
support their core value: high quality service. Associations with use occasion/ users As the lifestyle
brand, the user of Emirates is Globalistas, who always looking for new experiences, and want to be the
global citizens. Emiratess customers are well travelled; they think travel is about connectivity. It shown
that Emirates is not just offering a way to connect people from point A to point B but is the catalyst to
connect peoples hopes, dreams and aspirations. - Sir Maurice Flanagan, Vice Chairman of Emirates
Airline & Group. This group of user also shown the Emirates identities as: Young, Cool, and Lively. Link
to a country This perspective is clearly shown in Emirates case study. Emirates is best known in United
Arab Emirates, the most luxury place in the world. Therefore, the high quality, luxury and lifestyle
identity of Emirates services is one of the best examples for brand associate with country or origin of
heritage. The brand as organization To be more specific, Emirates brand identity also has shown by their
organization. Emirates people are the foundation of their success. Emirates is proud of their talented,
opened-mind employees, who will delivery the best quality services to their customers. Emirates is
investing on crew training and developing different programs to harness the unique talent within
organization.
Emirates User Imagery
Emirates also improving their organization attributes by being partnership with leading universities:
Carnegie Mellon and Oxford Universities. In addition, Emirates also contributes to a value proposition by
associating Emirates brand with the value of customer- focus. Emirates always emphasizes their best
trying in focus on customers experiences through different communication channels: Website, Social
Media, Printed Media, etc. In general, the organizational attributes are often shown on related to the
product classes to be hard to copy by competitors. For example, the Etihad brand also shown their
strong organizational attributes as brand identity, but it is still weaker than Emirates in connecting it
with product class context. The brand as person In Emirates case study, this attributes is shown clear in
the user imagery of Emirates advertisement. Through the customers image, these personalities has
been defined: sophisticated, pretention and glamorous

Brand as Symbol
The brand as symbol For Emirates, it is the symbol and color in Emirates logo makes it has strong
position in customers mind. The brand name is written in calligraphic Arabic, shown the brand as
country attributes as well. The using of color with the two main colors: red and white, in Emirate brand
logo also make it reminded easier. Red reflects prosperity, self-confidence, passion and leadership. The
white color depicts nobility, elegance and purity. Moreover, Emirates also using the color from United
Arab Emirates flag to identify their brand recognition.
Moreover, the symbol attribute also is shown by the Emirates crews the most recognizable Emirates
ambassadors. The outfit of Emirates crews shows clear the brand identity as: stylish, good looking and
glamorous.
Emirates Brand Image
The brand identity that Emirates want to delivery includes: lifestyle, global, young, cool, and high
quality. However, it is seem to have a gap between the expectation of Emirates and the customers
perceived. The Emirates brand image tend to be luxury more than what they have transferred. In
additional, according to Dobni & Zinkhan (1990), customers will not perceive the Brand image as the
same way as each of them will understand the message based on their life experiences and their human
traits. To change the brand image about Emirates in customer mind, Emirates is trying to launch
campaigns and lead customers to their new image. The recent two campaigns: Hello Tomorrow and
Be There are playing an important role in changing Emirates from the luxury travel brand into the
global lifestyle brand. Focusing on globalistas target group, Emirates has shown their identity as lifestyle,
young, lively, and cool. Moreover, the message and the image they have used to promote those
campaigns also consistent to that brands image. In addition, Emirates also is focusing on sponsoring
sport activities to enhance and improve their brand image as: global, young, lively. Emirates is one of the
most recognizable brands in global sports. They has invested in many different sports events and clubs
as: football, cricket, tennis, golf, sailing, horseracing and F1 racing. Emirates is using sports activities as
the platform to access and engage with global audiences, who are young and having sport passion; then
build the close relationship with their customers. Furthermore, Emirates is also using many celebrities as
Jennifer Aniston, Pele, Ronaldo, etc. as their ambassadors to shows their brand image. Although Pele,
Ronaldo shown the image of strongly, lively, the image of Hollywood star Jennifer Aniston seems to be
not match with the new brands image strategy of Emirates. However, that TV commercial gained over
expected result, as over 37 million views over the campaign time, and attracted much more media
attention and customers interest all over the world (Emirates Annual Report 2016) For that reason, it is
important to create the strong, favorable and unique connection to the brand in order to create a
positive brand image. The strong brand image impacts directly on the purchasing decisions of customers
and their loyalty to brand.

External marketing
Figure x shows the whole EK system divided by Owned (Red in color), Earned (Purple) and Paid (Green).

Owned
By owned it can be considerate the tools that belong to Emirates. That includes Frequent Flyer Program
Skywards it has been used to send monthly newsletter, reminder emails and promote
partnerships. Site and mobile application are modern tools that facilitates in terms of check-ins online,
booking a ticket, finding all information about services and destinations. Internal communication
belongs to the next topic internal marketing, and includes innumerous internal sites and portals which
serve to communicate internally. Another owned system is ICE inflight entertainment - the award-
winning system. Airport, check-in counters, lounges, chauffeur drive offered Emirates services, they
all were discussed and described in previous topic. Posters, flyers, brochures making part of owned as
well, they are on part of retail, as well as EK Figure 5 EK System. Source: Corporate communication
department 24 Holidays shops.
By Earned tools to promote Emirates airline are considered all social network. With more than 4 million
followers the fact of uploading posts, videos, photos on Facebook has become viral nowadays. Well
managed social network channels are going to provide excellent and low-cost promotion, as nowadays
the first thing that people do is to share their passion and their thought on-line.
In a Green Zone of Figure X are mentioned all paid promotional tools. Sponsorship could be the one that
Emirates invest the most. After the last game of the FIFA World Cup in 2013, the news about Emirates
Cabin Crew delivering prizes to winners passed all over the social media. It is one of the ways Emirates is
trying to create relation between the company and passion for sport. Shaw (2011) affirms that
associating airline brand with radical sports is not that good idea, because an airline has to be associated
with safety, when making sponsorship of Formula 1 can be risky. Emirates does so and
it doesnt seem to transmit an image of unsafe airline.
Other great campaign on present section can be considerate association Emirates name
with celebrities on their advertisements. An example of a campaign with a participation
of Cristiano Ronaldo and Pele can be found.
Presented system, divided in different groups, is helping Emirates to engage in always on commitment
that will help to build brand loyalty and add business value.

Brands Emirates working with

Emirates brand is associated with high class travel and excellent service and products; it is relevant to
make partnership with brands with the same position. It would be making any sense if Skywards
Members would be gaining miles in staying in a hostel. Emirates has a partnership with SPG program, all
skywards members can benefice and earning miles in staying in Starwood hotels and resorts across nine
distinctive brands, including St. Regis, Le Meridien, Westin and Sheraton. When advertising Wi-Fi
services on board, Emirates choose to have Apple as part of advertisement, the most valuable and most
loved brands by many people in the world.

Hello Tomorrow
In 2012 Emirates launched new marketing strategy Hello Tomorrow, showing a global side of airline.
The new campaign shows multicultural mix, inviting people from around the world to travel, explore, try
unfamiliar and create new ideas. Emirates is serving as bridge to connect people, cultures and all the
ideas. Values that are trying to be transmitted are in being Cosmopolitan and Inspiring, dont be afraid
to travel and explore new culture. Hello is a greeting, an invitation to Tomorrow, the place where
everything is possible within a reach. Tomorrow is here and anything is possible, Emirates, Hello
Tomorrow.

Internal marketing
Who are the Emirates Cabin Crew?
The Emirates Cabin Crew team nowadays consists of a mix from over 130 countries and all together they
speak more than 50 languages.
Emirates Cabin Crew can be described as cosmopolitan, innovative and travel explorers. They travel all
over 120 destinations, 6 continents to exceed customer expectations and make their flight memorable.
Team of almost 20.000 cabin crew consists from people from different backgrounds and cultures. Not
everyone knows that cabin crew on their flight on Emirates can be as well nurse, architect, lawyer,
dentist or even musician; and all of them share the same passion: passion to travel and discover the
world.
Cabin crew are not the ones who are responsible for safety, security and the service, they are the ones
who will actually make an atmosphere on a flight.

Emblematic Uniform
Red hat and red lipstick are probably the most famous parts of Emirates uniform. As it can be observed
on a picture below, those parts are present in uniform since 1985.Nowadays, EK cabin crew participate
in all events that receive sponsorship from Emirates, all publicity and all placard. The Emirates cabin
crew uniforms have become symbols of excellence. Whether supporting the ceremonies at major
sporting tournaments such as the FIFA World Cup, or looking after passengers on board one of Emirates
flights, the staff who don these uniforms are fully aware of all that they embody. James Knights (Open
Skies, April 2015).
As an Emirates crew it is mandatory to have a full day of grooming standard classes during first 5 weeks
in training college. It exists an actual manual of image and uniform rules to maintain standarts and
explain like por example, the nail colour has to be clear, french or the same red as the lipstick and hat.

Inspiring Training
After signing a contract and coming to Dubai, all new joiners will have five week training and 6 months
of probation to become part of international team. Training includes Safety, Medical, Security, Image
and Uniform, and Service programs. But one day program is different from all others. It is called Nujoum
day and it is based on workshop that shows new cabin crew to go beyond any expectation on board.
During that day of training new joiners will pass through challenges based on service personality,
teaching in being: Personal, Cosmopolitan, Considerate, Pioneering and Thorough. On the end of the
day, each of participants will make a Nujoum promise, which they will try to implement on each flight.
After training is finished cabin crew has opportunities to participate in innumerous forums and
workshops. It can be a tour to catering facilities, or brand orientated workshop, or customer service
related workshop or even forum where you can present your ideas to management.
Caring, Inspiring and Cosmopolitan
Caring
Internal e-mails and internal cabin crew portal are full of stories of Cabin Crew that did something
beyond expectation on-board. The stories will be defined by categories of Personal, Cosmopolitan,
Considerate, Pioneering and Thorough. Each cabin crew nominated with a Nujoum Star (it is an award of
being exceptional) can choose any flight that they would love to do on the next month as prize. All cabin
team care about their customers and try to deliver the best flight experience on board. One of the parts
of service is We Care, this part is not seen by customers. We care service is conducted whenever the
main service is finished and it consists from 3 cycles: cleanliness, customer care and refreshments. Cabin
Crew have to make sure that cabin, aisle and toilets are always in order, as part of safety and service
reasons. Customer care includes a small part of public relation, crew have to be in a cabin to interact
with customers, take pictures with polaroid camera and be always present. The last cycle is offering
drinks and keep customer hydrated.
Inspiring
Emirates has been challenging all employees, as well as cabin crew team for Be there challenge
concourse. The challenge may be considerate as a new marketing strategy to demonstrate the
cosmopolitan team and promote EK destination. Concourse consists in competition of videos to share
passion of flying and travelling. The winners would be selected to present films to social Medias
followers to inspire people to fly more and influence decisions the world over. As mentioned by Jamie
Knights in onboard magazine Open Skies (June, 2015): Emirates staff are inspiring people to get out
and explore their passion around the world as part of the new Be There social media campaign. Where
will you fulfil your dreams?
The challenge serves to show, that Emirates is full of incredible passionate employees who combine
their own interests with a love of travel.
Cosmopolitan
After take-off on each flight, public announcement will say: Our multinational cabin crew on board
today come from <number> countries and speak <number> languages. The <number> on each flight
will be different but it would never go less than 10 each of them. In being part of that multinational
team on board of each flight, cabin crew face many challenges and learn how to understand each and
every one beside country of origin, language spoken and religion.
Each flight team on-board is changing and nationalities will be changing each and every flight. And it is
not only cabin crew team. The whole Emirates Group team is multinational having in count 169
nationalities as employees. In working in such cosmopolitan environment each day, it teaches staff in
being comprehensive to culture difference. And it is not only internal multinational environment;
passengers on each flight are from everywhere in the world with different background, culture and
language.

SWOT
In order to conclude the internal business model and external factors, the analysis SWOT was
conducted. The method of analysis SWOT is divided in studying strengths and weaknesses of the
company internal environment and opportunities and threats external environment. In table 6 is
conducted analysis SWOT for Emirates Airline.

As a global brand, Emirates is trying to adapt to all cultures. Almost each flight has a specific route
products or menu. In Indian and American sectors, vegetarian meal is part of a meal choice due to high
number of Indian customers traveling on those routes. European flight would have a special selection of
Lindt chocolates and ice cream on-board. Asian routes would guarantee availability of instant cup of
noodles and green during the service. On Japanese flight, a selection of Japanese beer Asahi and sake
would be offered.
As it can be observed, multicultural staff and social media are mentioned in both, as strength and as
weakness. In previous topics staff were analyzed as strengths of company, but in the same time it is
hard to control such a big team with different backgrounds. When customers travel with Emirates cabin
crew can be mentioned on part of compliments and appreciation or poor service and complaints. The
same happens in social media, anything positive or negative that someone posts on social media
become viral in few minutes. One of the parts to projecting image of a company is in alerting staff to not
associate Emirates image to anything that might disrespectable. Other weakness that appeared on last
years is a high rotation of cabin staff. Quick growth of airline due to increasing flight frequencies, new
routes and delivering of new aircrafts results in growth of staff. It results in stricter rules, more flying
hours and not adaptation of HR to manage high number of staff efficiently.

Being located in Middle East it can be a great opportunity. First of all, the location of hub is perfect for
connecting flight between continents. Other great factor is low cost of fuel comparing to other countries
and low cost of labor in the airport due to high migration of less developed countries of Middle East.
And finally, industry itself is in constant growth, this fact is an opportunity for all airlines.

Location in the Middle East region can be threat as well. The military situation in
countries where Emirates fly to and closure of airspaces are two big threats that might
affect security and reduce airspace for commercial use.

Customers feedback
Emirates cares about customers opinion, preferences and life style. The following information
represents Emirates customer feedback about some topics (2014):
On-board food: light meals, such as salads and fresh fruits are one of the most popular on board, as this
kind of food is easy to digest, while travelling. Passengers tries to avoid carbohydrate rich food,
considering it as heavy meal.
Customers favorite brand: In terms of favorite brands in leisure, clothing, technology, entertainment
and food, the most favorite brand was Apple. Armani and Samsung were as well popular choices. The
brand qualities that passengers wanted to see are Consistency, Quality and Reliability.
Customer Trends: My Status People have always craved the personal touch. Being able to provide
that means a company is more likely to engage with its prospects, turn them into customers and retain
them. Despite the growth of personalization and multi-channel business, consumers appreciate a
personal touch. Being treated as an individual goes a very long way and benefits both the customer
and the brand. Customers who feel welcome, comfortable and appreciated are more brand loyal and
spend more.
My Time - Modern-day travelers like to make the most of their time. For Emirates customers noise
from other passengers or announcements is the key distraction during a flight.
My Space - Consumers appreciate quality and luxury, even where spaces are small. A few simple
luxuries in a small space can make a big difference. Emirates customers believe First and Business class
are spacious and the overall experience I very regarded, but customers do feel improvements could be
made to the lack of personal space in Economy.
Suggestions

The recommended marketing strategies for the success of Emirates Airlines in the first six months of
the year would be the following:
i. January
The air fare is generally high at this time, since this is the busiest and most awaited month of
the year and people mostly go on vacation or travel to their loved ones. Intensive amount of sales
promotions is required by the holiday crowd and various Emirates airlines adverts should be displayed in
countries where the airline currently serves. In order to attract customers to services that ties them to
the brand and to the airlines product, these ads can be displayed on billboards, famous areas or
outdoor. The advertisement should be advertised in each country in a way that matches the culture,
heritage, beauty and image of the country. Emirates should offer extra incentives, premium coupons
facilities for effective purchases and dramatizes offers in order to build a strong long-term brand
preference for customers and to increase customer loyalty.
ii. February
Couples usually sneaks out for best discounted travel packages since this month is for the loved
ones to celebrate Valentines Day. For allowing customers to meet airlines representatives face-to-face
in sales offices, tour operators or travel agent to discuss and choose an appropriate location to travel,
the most effective tool to use for building buyers preferences and customer loyalty is through
Personal Selling. In this month, Emirates Airline can target couples to fly with emirates and
experience romantic locations through their flight. For stimulating the sales, social media and digital
can help make awareness of romantic gateways.

iii. March
Thousands of students pack their bags home and looks for the cheapest air fares as it is the
beginning of spring as well as Easter holidays. In this month, the guerilla marketing strategy
can be used by Emirates Airlines. It is an advertising technique for businesses to promote their services
and products for people who have tight budgets to spend through an unconventional way. This
advertising technique requires Emirates to cater towards the emotional aspects of the consumers by
making them feel valuable for enhancing customer loyalty ladder. Emirates can offer special low air
fares only for students by promoting this offer through direct marketing campaigns. This can be done for
students who are exclusively travelling during this month through promotions like Emirates social
media or direct mail and online website.
iv. April
During this month, Emirates should typically offer low airfares rates to travel as this is the perfect month
to travel at cheap costs. In order to lure in customers, tourist destinations must offer inexpensive
attractive packages. To promote this effectively, a big source of advertising and marketing will be
required. This can be done through placing advertisements throughout radio, televisions, newspaper,
banners and magazines in various national and international sites will do a wonderful job to endorse the
brand name.
v. May
This is the month when almost everyone all over the Earth, gears up for summer holidays. Its the peak
season in which the weather is hottest and it is really crowded .The rates and prices are also soar during
this season. Tour operators offers charter flights during this season whereas Emirates airline offers a
wide range of holiday packages. Emirates airlines usually provides Kids Go Free at this time which
allows two children under the age of 16 to eat, stay, and play in Dubai for free, and get access to
numerous attractions in Dubai when travelling with two paying adults. Emirates needs to vastly spread
awareness about this great offer as this unique offer is hardly known by travellers. It should also trigger
consumers to get a chance to experience unrivalled destinations and to buy this offer.
In order to build a strong public relationship between emirates and consumers, Emirates can launch an
online marketing campaign in which customers can win vacation packages and engage in Kids Go Free
contest.
vi. June
To increase brand awareness and encourage sales, the summer season is a great time to approach
targeted consumers. For giving away free event tickets on a purchase of every air ticket or book
packages, Emirates can associate itself with various tourism companies and sponsor sports and other
events. Social media, like Facebook is a great resource to use for consumer promotion.
Conclusion

The airline sector is very dynamic and complex. It is highly influenced our consumer mind-set.
Demographic and behavioral factors of the target market play a very important role in determining the
success of the airline. Emirates has successfully tackled the ever-changing customer preferences using
their comprehensive market research strategies.
Traveling around the world will always remain as a special interest in the hearts of the people. Hence,
they are and will be in search for the best for themselves. This will increase the need for better safety as
well. Hence it becomes the responsibility for the airline company to deliver their best in terms of
services & security to their customers. Emirates airlines have always been on top of the airlines list in
the UAE. We know UAE is a country with different ethnic groups, and Emirates is the only airline in the
country which suits these various cultures. But today as the number of the airline company is increasing
there is immense pressure on Emirates airlines to keep up their fame and glory. A strong strategy has
been studied and adopted to put words into action. Therefore, Emirates with its unique qualities,
untiring services and promising strategy will be able to improve in delivering the best efforts in a country
like UAE having a mixture of different cultures hence keep their motto fly high!!!