Marketing Strategies of

Emirates Airlines

Marketing Management-II

Submitted to: Prof. Dhruv Brahmbhatt

Submitted by:
1.Nisarg Ghelani-P1613
2.Akshay Mathukiya -P1624
3.Virang Mehta-P1625
4.Shah Parth-P1645
5.Shah Ravi-P1646
6.Harsh Yadav-P1659
 About Emirates:

Formed in 1985 by Govt of Dubai

Initial operations started with just 2 aircrafts
Largest airlines of the Middle East
Operates 3,600 flights per week connecting 154 cities
in 81 countries and 6 continents
 Continued..

Dubai Govt - Sole owner of Emirates. Does not put

any new money into it, nor does it interfere with
running the airline.

Fleet size: Passenger aircraft fleet consist 256 as on

march 2017.
 Numbers speak Volumes!

Emirates is the worlds fourth largest airline by scheduled

revenue passenger-kilometers flown
The fourth-largest in terms of international passengers
carried
The second-largest in terms of freight tonne kilometers
flown
More than 500 international awards
Market Penetration Strategy(In-Fight-Service):

Business focuses on selling existing products to existing

markets drives growth strategy for Market Penetration.

Retain and boost market share of Emirate airlines

product and services.
Protect market dominance of Emirates airlines existing
markets.
Driving out competitors by restructuring mature
market.
Enhance usage of existing passengers.

Customer Relationship Management: Knowledge-

driven In-flight Service (KIS)
Market Development Strategy(Extending New Routes):

It focuses on Extending New Routes.

Emirates airline is building up Dubai into a popular
aviation center that will finally serve as an important
universal long haul hub.
In order to improve the number of tourism, Emirates
airline add new route and destination especially in UAE
tourism.
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.
Product Development Strategy(Private Suite):

As Dubai is a hub for international business travelers, the

company has improved new product to provide for top-
level business executives.
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.
 4 Ps of Emirates Airlines:

1. Product:

Air Travel with three classes of services:

First Class:
Full Suites with door
Mini Bar
23 Inflight entertainment system
2m full size bed
 Continued.

Business Class:
Has 180 degree beds
Privacy through partition
Memory functions for seat configuration
17 wide TV

Economy Class:
31 wide seats
Insight Entertainment system with over 600 channels
 2. Place:

154 cities in 81 countries.

Main hub being Dubai.
A well developed network through IATA and its members
across the Globe.
 3. Price:

Dynamic Pricing Model

Prices for different locations
International Flights Emirates Fare

Delhi - Dubai 25,759

Mumbai - Dubai 24,354

Kochi - Dubai 15,236

Hyderabad - Dubai 27,967

Chennai - Dubai 15,915

Bengaluru - Dubai 27,034

Delhi - Toronto 72,573

Mumbai - London 50,902

Delhi - London 70,625

Ahmedabad - Dubai 29,093

 4.Promotion:

Complimentary nights at Armani Hotel Milano

Fly, Buy, Win: a Tribute to Grace

Africa as Captivating as the Journey

Complete tour packages (including Hotel and Car

service)
 Other Marketing Strategies:

1.Call Centers:

2. Social Media:
 Continued

3.Phone apps: