Emirates Airline

a. Overview of Emirates Airline

About Emirates Airline

Emirates Airline originated from Dubai and it is completely owned by The Emirates Group and the United Arab Emirates(UAE) government as it a government-owned corporation. Emirates Airline is the largest airline operating in the Middle East.

Emirates Logo

The CEO and Chairman if Emirates Airline is Mr. Ahmed bin Saeed Al Maktoum

Mr. Ahmed bin Saeed Al Maktoum CEO

and the President is Mr. Tim Clark.

Tim Clark President

The organisation currently has 64,768 employees. The slogan used by Emirates Airline is “Hello Tomorrow” and their motto is “From Dubai to destinations around the world”. The airline was founded in 1985 and operations began that year. Throughout the years the airline is currently operating in 140 different cities in 81 countries across the six continents.

Skyward is a term used for Emirates Airline’s frequent flyer programme. Points are calculated using four basic inputs: route, fare type, class and tier. Miles are maximised based on income depending on which fare is chosen and what class travellers fly in. Once travellers reach the Silver tier they begin to collect additional Miles. Travellers can spend their Miles with Emirates worldwide partners. Ranging from their partner airlines, luxury hotel stays, fun-filled family days out, or even tickets to a wide range of sporting and cultural events across the globe.

Skywards

Their cargo activities are operated by the Emirates SkyCargo. Emirates Airline is the fourth largest airline in the world in terms of international travellers that have flown with the airline. Emirates Airline hub is located at the Dubai International Airport where most of the flights are flown out to other countries.

Emirates Fleet

Emirates Airline functions a diverse fleet of Airbus and Boeing aircrafts and is one of the limited airlines to run an entirely wide-body aircraft fleet. Since 2016, Emirates Airline is the largest Airbus A380 operator with 83 planes in service. This allows Emirates Airline to fly more long haul flights to various destinations. Emirates Airline is continuing to expand its fleet of flights to better serve their travellers. Emirates Airline proclaimed that it plans to transfer all its operations to Dubai World Central - Al Maktoum International Airport subsequently in the year 2020 when the airport's first phase is subjected to complete.

Industries Emirates Airline Operates in

The Emirates company mainly operates in the airline industry such as aviation services catering and air cargo

SkyCargo

but they have also ventured into different industries such as the providing freight forwarding and logistics industry, retail, food and beverage industry, risk management and security industry, tour operations and events management industry as well as the sports industry with includes their sports and events stadium.

Emirates Arsenal Stadium

Product and services

Emirates Airline products and services include, The Emirates High Street an online store where customers can shop for products ranging from emirates merchandise to electronics and jewellery.

Emirates High Street

During the flight First Class passengers receive Bvlgari amenity kits, sleepwear with slippers, eye mask and a felt pouch, a shower, a minibar and entertainment. Their services include gourmet dining from their a la carte menu, a lounge with drinks and snacks, passengers can book gratis chauffeur-drive services to and from the airport.

Amenity Kit and Sleepwear

The Emirates Group products and services include hotel and resorts such as the Al Maha Desert Resort & Spa, Le Meridien Al Aqah Beach Resort, Emirates One & Only Wolgan Valley, Dubai Marriott Harbour Hotel & Suites, Premier Inn. Emirates also work with Australia to provide Qantas Airline.

Le Meridien Al Aqah Beach Resort

b. Customers/Clients, Target Markets

Profile of key customers/ Clients

Emirates Airline key customers are business and leisure travellers they are further divided into corporate clients, upper middle class travellers and middle class travellers. Corporate clients usually travel for business purposes or for events relating to their area of expertise. Emirates adopts psychographics, socioeconomic and demographic segmentation.

Key target markets

As for psychographic segmentation, it is to marketing in accordance to the customers’ character, principles, social class and lifestyle. Emirates is a well-known for its high standards of service and eminence. Thus, the brand appeals to those who value excellence in terms of luxury and high standards of living they are also able to afford such deluxe flights.

First Class Lounge

Socioeconomic segmentation is to divide people into classes based on their income. The classes include upper middle class, middle class, lower middle class, skilled working class, working class and social security. Emirates Airline focuses on people of upper middle class and middle class. Upper middle class people usually have a higher managerial/admin profession example, lawyers, doctors and senior business executives. Middle class people include working in the middle management/admin profession examples, lecturers, journalists, etc. People who belong to these two segments can afford the services offered by Emirates Airline as the airline gives value for money experience for the travelers.

Another segmentation adopted by Emirates Airline is demographic segmentation. Demographic segmentation is to divide individuals into age, gender, education, nationality, ethnicity and religion. Emirates Airline to caters to each category and their needs of the travellers.

Passengers

c. Competitors

Emirates Airline main competitors are other airline companies like Etihad Airline, Qatar Airways because they originate from Middle East just like Emirates Airline.They mainly specialize in serving the same customer base which are corporate clients, upper middle class and middle class flyers. Since they originate from the same country travellers traveling to other countries from the UAE might choose the competitor’s airline instead of Emirates Airline.

Battle of the Skies

Other competitors include other airline companies worldwide. According to World’s Best Airline voted by customers at the 2016 World Airline Award. Emirates Airlines was voted first followed by Qatar Airways and Singapore Airlines was ranked third and Cathay Pacific was ranked fourth. The airlines were voted based on world’s best business class lounge and best airline staff. Thus, Emirates Airlines have competitors nationally and internationally.

SIA and CPA

SWOT analysis

SWOT

Strengths👍

Supported strongly by the Abu Dhabi government thus, it is heavily funded to provide better service to its travellers.
They fly more than 5,000 trips to different countries per week which allow travellers to have more accessibility to more flight timings and destination.
Sponsored multiple events and brands which promotes the airline and creates more brand visibility and awareness.

Weakness🖒

The airline industry is highly competitive industry with cheaper alternatives for travellers to choose from.
Emirates is highly dependent on overseas flights as they do not fly internally in their own country.
Must keep up and cater to its luxury service standards which is what the brand is known for.

Opportunities👍

Increase the fleet of airplanes so that they can fly to more destinations frequently.
Improve services by adding more services for its travellers
Venture into different industries to have a greater market share

Threats🖒

Changes in government rules and regulations and policies can affect the business because it is owned by the government changes in the rules and regulations could affect the airline’s operations
Other airline companies operate from the middle east which increases competition
Price fluctuations of oil prices can affect ticket prices for the travellers thus, travellers might choose a cheaper alternative to travel in.

d. Sponsorship Involvement

Past and Present Sponsorship's

Past and current sponsorship involvements with sports which include football clubs such as Real Madrid F.C, Olympiacos FC, Paris Saint-Germain, AC Milian, S.L Benfica, Arsenal FC and Asian Football Confederation (AFC).

Objectives of Sponsorship Participation

Objectives of sponsorship is to create more brand awareness to people from multiple parts of the world. Sponsorship is a form of marketing and advertising to the general public. By sponsoring for an event, it creates a win-win situation for both parties. Sponsorship can be in terms of cash or in-kind services. Sponsoring sporting events creates great exposure because it is watched by many fans and supporters of that sport worldwide. It also motivates people to fly to the destination of where the sporting event is being held. Fans will be motivated to fly with Emirates as they have sponsored for their favourite sporting team. It acts is a psychological motivator to customers wanting to travel like their sports idol. When Emirates Airline sponsor sporting clubs and tournaments they players would wear jerseys with Emirates Airline logo printed on it. By doing so it creates brand visibility and act as a marketing tool. For example, football jerseys are sold in many parts of the world. The arsenal jersey has the Emirates logo printed on it so when an arsenal fan purchases the jersey and wears it other people are able see it as well thus, the fan becomes a brand ambassador for Emirates Airline and creates better brand visibility.

Arsenal Supporters

Musical and arts festivals/events are a form of entertainment. When Emirates Airline sponsor for such events with celebrities and it is enjoyed by the participants. Participants will tie in their enjoyment to the organizers and sponsors of the event. This creates more trust and relations with the participants. Hence, it will encourage these participants to be more open to try out the Emirates brand and purchase their goods and services which increase the sales for Emirates. This not only creates increase in sales it adds to the growth of brand awareness for the participants to know more about the brand and their services.

Emirates Jazz Festival

e. Sponsorship Recommendation and Justification

Events that would match Emirates Airline’s Marketing and Sponsorship Objectives

Emirates Airline should consider sponsoring mega events like the FIFA World Cup as it a world-renowned event. The event has a huge viewership which will lead to a greater exposure for the brand. Fans from different parts of the world will travel to the country where the World Cup is held and the fans will be motivated to fly with Emirates Airline. Thus, creating better exposure and brand awareness for Emirates Airline. Since Emirates Airline is known for sponsoring multiple football clubs this will tie in perfectly with their brand’s existing sponsoring activities.

The Dubai Shopping Festival which is an event held annually in Dubai. The event includes activities for the entire family such as lottery draws, fashion shows music concerts, children’s events and many more. Since the event is held annually Emirates Airline can be the event’s official sponsor which allows them to have a consistent brand sponsorship. It will resonate better with the people in Dubai to fly with Emirates Airline. Since their main competitors are in UAE getting more travellers from Dubai to fly to other countries will increase their sales. Emirates Airline organisation goals is to also motivate people to fly to Dubai and enjoy their events hence, sponsoring an event in Dubai will promote that.

Shopping Festival

Dubai Airshow since Emirates Airline is well-known for its large and state of the art fleet. The brand should consider sponsoring the airshow so when participants from other countries attend the event they would be more motivated to fly with Emirates Airline. The participants of the event will also be able to witness their flights thus, encouraging them to experience the flight and their services.

Dubai Airshow

In conclusion, sponsoring events and brands creates a win-win situation for both parties. As for Emirates Airline sponsoring is a great way to get brand awareness and exposure to choose emirates and stimulate travellers to travel with Emirates to experience their wide range of services and products. Emirates Airlines current marketing strategy to sponsor varies events have worked in an advantage to them as they have been ranked as a top airline. This is due to their tireless marketing efforts and their maintained high standard of services offered by the air stewards and stewardess.

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Emirates Airline