SERVICE MARKETING

Submitted to
Ms. Manju Meenakshi

Submitted by
Group III
Krishnadas K (FK-3418)
P E Greenal Ben (FK-3381)
Aleena Antony (FK-3351)
Karthika H (FK-3339)
Zahra Ahammed (FK-3320)
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MARKETING MIX AND POSITIONING OF
EMIRATES AIRLINE

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TABLE OF CONTENTS

INTRODUCTION………………………………………………………………………………….. 4
MARKETING MIX OF EMIRATES AIRLINE…………………………………………… 6
Products in the marketing mix of Emirates airline………………………………. 6

Price in the marketing mix of Emirates airline…………………………………….. 7

Place in the marketing mix of Emirates airline……………………………….……. 8

Promotion in the marketing mix of Emirates airline………………………..…… 9

People in the marketing mix of Emirates airline……………………………….… 10

Process in the marketing mix of Emirates airline………………………………...11

Physical Evidence in the marketing mix of Emirates airline……………….. 12

SEGMENTATION, TARGETING, AND POSITIONING…………………………..13

Segmentation…………………………………………………………………………………….13

Targeting……………………………………………………………………………………………14

Positioning and Differentiation…………………………………………………………..15

SUGGESTIONS…………………………………………………………………………………19
CONCLUSION…………………………………………………………………………………..20
BIBLIOGRAPHY………………………………………………………………………………..21

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INTRODUCTION
Emirates is a state-owned airline based in Garhoud, Dubai, United Arab Emirates.
The airline is a subsidiary of The Emirates Group, which is owned by the
government of Dubai's Investment Corporation of Dubai. It is the largest airline in
the Middle East, operating over 3,600 flights per week from its hub at Dubai
International Airport, to more than 150 cities in 80 countries across six continents.
Cargo activities are undertaken by Emirates SkyCargo.
Emirates is the world's fourth largest airline by scheduled revenue passenger-
kilometers flown.
Vision statement: To make civil aviation safe, leading and sustainable
Mission statement: We exist to deliver the world’s best in-flight experience
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, with
Pakistan International Airlines providing two of the airline's first aircraft on wet-
lease. With $10 million in start-up capital it was required to operate independently
of government subsidy. Pakistan International Airlines provided training facilities
to Emirates' cabin crew at its academy. The airline was headed by Ahmed bin Saeed
Al Maktoum, the airline's present chairman. In the years following its founding, the
airline expanded both its fleet and its destinations. In October 2008, Emirates
moved all operations at Dubai International Airport to Terminal 3.
Emirates operates a mixed fleet of Airbus and Boeing wide-body aircraft and is one
of the few airlines to operate an all-wide-body aircraft fleet (while excluding
Emirates Executive). As of February 2019, Emirates is the largest Airbus A380
operator with 115 aircraft in service and a further 8 on order. Since its introduction,
the Airbus A380 has become an integral part of the Emirates fleet, especially on

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long-haul high-traffic routes. Emirates is also the world's largest Boeing 777
operator with 144 aircraft in service.

Structure and employment

Emirates has diversified into related industries and sectors, including airport
services, engineering, catering, and tour operator operations. Emirates has seven
subsidiaries and its parent company has more than 50. The company employed a
total of 63,594 staff at the end of the fiscal year on 31 March 2020.
Emirates provides its employees with benefits such as comprehensive health plans
and paid maternity and sick leave. Another strategy employed by Emirates is to use
profit sharing and merit pay as part of its competency-based approach to
performance management.
Destination
In May 2015, Emirates operated over 3,000 flights every week across its network
of over 140 destinations in over 70 countries across six continents from its hub in
Dubai. As of September 2018, Emirates' global network spanned 161 destinations
in 85 countries.

Alliance
Emirates is not a member of any of the three global airline alliances – Oneworld,
SkyTeam or Star Alliance. In 2000 the airline briefly considered joining Star Alliance,
but opted to remain independent. The reasoning for this was later revealed by the
senior vice-president of the airline's commercial operations worldwide that, "Your
ability to react in the marketplace is hindered because you need a consensus from
your alliance partners".

P E GREENAL BEN
FK-3381
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MARKETING MIX OF EMIRATES AIRLINE
The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical marketing
mix - Price, Product, Promotion and Place.
Service marketing mix refers to the combination of marketing activities an
organization engages in to promote and sell intangible services, as opposed to
tangible products. In addition to the four Ps of traditional product marketing —
product, price, place and promotion — the services marketing mix includes the
three Ps of service marketing: people, process and physical evidence. The services
marketing mix is also referred to as the extended marketing mix.

Products 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. As it maintains a highly competitive streak the company
has ordered the delivery of biggest airplanes until date. Its products also include
consistent and excellent services that have paved the way for rapid growth and
revenues.

It offers customers three very good options: First Class, Business Class, and
Economy Class. Every class contains comfortable seats. In the First Class,
passengers can enjoy the comfort of their private suite and even take a shower at
40,000ft! Different meals are served in different classes; however, they are all
succulent! Regardless of class, route, and aircraft, passengers can always expect a
warm welcome and great care from Emirates.

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Ice is the award-winning entertainment system of Emirates Airline. Passengers can
choose from over 2500 channels of movies, TV shows, music and games. These
programmes are offered in multiple languages. Such a variety of options make the
time fly and keep people entertained! The airline also offers movies with Audio
Description and Closed Captions for hearing or visually impaired passengers.

Price in the marketing mix of Emirates airline

As Dubai is the major link between east and west, the company has been able to
serve low cost tickets to its customers in comparison with the other airlines. The
Company has taken the help of shortest available routes and offered its customers
direct flights to many destinations and that too at very reasonable rates. Due to its
direct flights, it has been able to maintain an effective pricing policy, as the
customers are able to save due to undue stopovers.

As Emirates has been able to hire low cost labors it has automatically been able to
cut the costing on its fares. This low cost pricing strategy provides them with a
strong advantage over their competitors in certain routes and helps in generating
revenues because of the volume of passengers. Emirates have also adopted the
strategy of dynamic pricing. This helps in the management of seat capacity on every
airplane in order to get the highest available price for every seat. This results in
flexible prices of the seats.

The pricing policy of the company is diversified to suit and cater to the needs of
different sections of the society. It also uses the premium pricing policy for its
distinguished customers who demand exclusive, luxurious and high-class services.

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The luxury class of Emirates is world renowned and only the uber rich are able to
travel from this class.

Place in the marketing mix of Emirates airline

Emirates airlines manages all its operations from the Dubai airport and operates an
estimated 3,500 flights on a weekly basis. Its global network is spread through six
continents, seventy-eight countries and one hundred and forty-two cities. The
company has the unusual distinction of operating non-stop commercial flights via
the longest routes of Dubai to Houston, Dallas, San Francisco and Los Angeles.
In order to occupy the position of global transporter the airlines has used its
strategic hub locations to maximum benefits. The position of Dubai is such that it
paves the way for strategic routes linking east and west resulting in direct flights.
Emirate airlines have also introduced many new flight routes that are short and
have proved to be advantageous for both the company and the passengers.
Emirates have been able to penetrate new markets because of its increasing size of
fleets. The distribution strategy of Emirate airlines includes allocating and
distributing tickets through travel agents and tour operators. It also has an official
website for rendering various services like information about the incoming and
outgoing flights, changes in flight schedules, buying of flight tickets, cancellation of
tickets, information about current discounts and packages offered by the airlines.

ZAHRA AHAMMED
FK-3320

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Promotion in the marketing mix of Emirates airline

Emirates has a promotional strategy that is very competitive. Their slogan “Fly
Emirates. Keep Discovering” is very attractive and note-worthy. The services
provided are among the best and continued attempts are being made to improve
it. The pricing strategy is highly dependent on the season, thus off- seasons flights
have a lower fare. Both traditional and modern marketing techniques are used to
cater to their wide and unique customer base. To reach their target market
effectively advertisements are placed in magazines, billboards, radios and websites
in more than nine languages. The company also sponsored ICC cricket world cup in
2011 as well as 2015 thereby increasing its reach to millions. They are the official
sponsor of a major premier league club Arsenal.

Emirates has some of the most unique campaigns such as "Hello Tomorrow",
strapline, aims to position the airline as the enabler of global connectivity and
meaningful experiences. Emirates also hopes the “Hello Tomorrow” positioning will
spark a “global movement”, encouraging people from different communities to join
together and make a positive impact on society, rather than just purely serving as
a series of adverts for the brand.

Another campaign is "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. Both which were very successful.

The new “Fly Better” campaign launches with a snazzy ad spot that showcases the
airline’s award-winning inflight entertainment system ice and its diverse offering.

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A second ad spot that promotes Emirates’ extensive network of global
destinations run concurrently. This second ad takes across the world to the tune of
a catchy song composed specifically for the campaign. Taking viewers from the
plains of Kenya to the Eiffel Tower and finally the iconic Burj Khalifa in Dubai, the
ad is edited in a style that has now become Emirates’ hallmark, featuring seamless
transitions between destinations and Emirates’ onboard features. The ice ad spot
will debut on television on the popular entertainment show ‘The X Factor UK’, and
both ad spots will subsequently air across Emirates’ key markets across the GCC, in
the UK, France, Germany, and the USA .In addition to traditional advertising and
digital platforms, the new “Fly Better” brand promise will also be rolled out across
Emirates’ sponsorships and events portfolio.

Now Emirates is the top preference for many families. One of the other notable
activities is the various non-profit initiatives if Emirates that provides funds to
various causes irrespective of geographic boundaries
People in the marketing mix of Emirates airline

Emirates airline is famous for its diverse workforce. It employs people from every
continent in the world. The workforce consists of over 160 nationalities. The
airline’s investment in employee training and development is also praise-
worthy. New recruits undergo an intense seven and a half weeks of training in the
highest standards of safety and service delivery in our state-of-the-art facility in
Dubai. The training covers both theoretical and practical aspects, with the latter
taking place in full motion simulators of all of the aircrafts in their fleet.

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The airline offers a competitive total pay and benefits package. 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. The airline does all of these
to ensure employee satisfaction and to offer excellent customer service. However,
it is worth mentioning that flight attendants have been demanding for better
working conditions and more benefits e.g. longer rest periods, and the guarantee
of ground jobs during pregnancy. Strong positive culture in terms of cultural
differences to promote common goal among employees, Appropriate training to
employees,

continuity of management team since its creation are the other features of
Emirates Airlines. At Emirates, employees are motivated through workplace
conditions, promotions, training, appreciation incentives, payment incentives and
monetary incentives. They are constantly expanding, recruit from within and they
help individuals grow into the best form of themselves.

Process in the marketing mix of Emirates airline

Emirates focuses a lot on its services which becomes the backbone of its processes.
The airlines has first class lounges, special services, customer relations and
additional services which have a stream-lined end to end process. Every global
operation and service is looked after by the management and priority is given to
customer services. flight booking, recruitment, and employee training are some of
the important activities in the overall process. The Emirates online flight booking
process is very quick and convenient.

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Physical evidence in the marketing mix of Emirates airline

Emirates is one of the leading airline brands which focuses a lot on customer
experience. It has a dedicated terminal in Dubai, which has state of the art facilities
for the comfort and luxury of its passengers. It has a very user-friendly website.
Relevant videos and images add beauty to the airline’s physical environment. The
cabin crews wear stylish uniform and follow certain beauty standards. Emirate
airlines have a new fleet and are equipped with the latest in entertainment for its
customers. Emirates’ stylish offices, lounges at airports, in- flight entertainment all
are the physical evidence depicting luxury and quality. Worldwide lounges: for its
premium members to give them feel of prestige that they can relate to their needs
and the company's prestige, A380: to support its mission statement of attaining
high standards and deliver their value proposition of being a customer-value
oriented company, Courteous Cabin Crew and Emirates Skilled Employees,
Unforgettable Dinning Services are the other features of Emirates Airlines.

KARTHIKA H
FK-3339

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SEGMENTATION, TARGETING, AND POSITIONING

Emirates airline is one of the big companies in the airline industry, but today there
are a large number of Airline companies still growing in the market, which are
looking to steal market share. Moreover, the airline industry is affected by the
economical, environmental, and political factors that are decreasing the number of
passengers. In this point, within the growing industry there are more and more
choices for the customer to satisfy their needs and wants. To sustain in this industry
the airlines need to modify their strategies and service that could make the
customer feel different and added value after purchasing the products and services

SEGMENTATION

Emirates segments its market into two major categories, the profitable (business
travelers) and the unprofitable one. These can be further divided on the basis of
the average length of trip, the frequency of trips and the brand loyal customers.

Demographic
Age-There is no limitation for age of Emirates customers. Emirates segments its
customers according to their age; since there are different requirements apply to
the customers depending on their age.
Infants 0-1 years-Tickets for infants travelling on the parent’s lap or in a bassinet
are discounted from the full adult fare.
Infants less than seven days old- will only be allowed on board in the case of travel
for emergency medical reasons (in incubators) or if the mother is travelling on
compassionate grounds.

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Children in car seats (6-36 months)-Children between 6-36 months may travel on
board in car seats as long as a separate seat is purchased for the child. During
takeoff and landing, however, the child must be held and restrained by the parent
until the aircraft has reached cruising altitude.
Children 2-11 years-Tickets for children travelling in a separate seat are also
discounted from the full adult fare.
Adults-Tickets for adults are from 12 years old or more.
Gender
Both genders – male and female can use Emirates airline services
Income
Most of the time the price for Emirates airline is based on the services. Those who
have a high salary or with average salary can buy tickets from the airline. For
example, customers with more between 4000 to 10000 AED are the most
customers for the airline.
Geographic
Most of visitors to Dubai are from Middle East, Africa, western countries and Asia
pacific. According to Emirates each year 14 million people visit Dubai. In addition,
most of the visitors are businessmen who come to Dubai for business purposes.
TARGETING
Emirates caters to high ranking executives and businessmen belonging to the age
group of 30-60 who are looking for luxury and comfort in travel. It serves all
customers regardless of nationality.
Emirates can have greater potential in America and Europe, because of a greater
number of countries in these continents with high-class population. As Emirates

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supports average cost carriers, this growth of high class in America and Europe can
provide a huge market potential for this airline to improve.

POSITIONING AND DIFFERENTIATION

Positioning
Regarding the positioning, it is clear that the main target of Emirates is frequent
business travelers and also the most profitable segments of the company. More
specifically, the persona of Emirates is a frequent business traveler with a high level
of income, aged from 30-50, who needs to work and travel between Europe and
Asia and who wants to enjoy high-quality flight time. Their positioning strategy is
primarily benefit oriented and aims at offering unique services.

Product and services

Emirates were named the winner of the World’s Best Airline In-flight Entertainment
Award at the 2010 World Airline Awards – known as the Passenger’s Choice awards.
This award represents recognition of the in-flight entertainment product that
Emirates is delivering to its customers, and the slogan of ‘the Passenger’s Choice
awards’ underlines the fact that Emirates are succeeding in satisfying the hardest
critics of their customers.
Emirates in-flight entertainments consist of:
• Entertainment
• Information
• Ice digital widescreen

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Inside Emirates you can Follow the progress of your flight, or take in the view from
the aircraft’s external cameras. You can also Keep in touch with live business, news
and sport headlines from BBC News, and read up on Dubai and the Emirates.
Entertainment-Over 600 channels of premium entertainment to keep you busy
during the flight. The latest and best movies, television, audio and games from
around the world.
Emirates TV & Radio-Emirates TV & Radio is offered on many of our routes, offering
15 video and 26 audio channels, as well as 50 video games.
Request programming-You can suggest and request any special programs you
would like to see or hear on in-flight entertainment on your next Emirates flights
Staying connected-Phone, SMS and email from your seat, or call friends and family
seated elsewhere on the aircraft.
Dining - First class, Business class, economy class each from the handmade pastries
and freshly squeezed juice at breakfast, to the haute cuisine and world-class wines
at dinner, all dining experience leaves a lasting impression.
Complimentary chauffeur-driven cars are available for our First Class and Business
Class passengers in many of the cities we serve.
Benefits positioning
Emirates aims to gain more and more customers by applying appropriate
strategies.
• Saving time and also money: as all Emirates transactions are online,
travelers can book their ticket and pay by using different methods which
are available in the website whenever they want and from anywhere within
Internet access.

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 • Lower price on occasion: Emirates travelers know that the airline has
different promotions and discounts for different holidays and events. In
Emirates website, travelers can book their accommodation and also
arrange different activities during their vacation.
Positioning Against Competitors
In the Middle East, Emirates has become a significant and widely recognized brand.
Emirate’s marketing strategy exhibits characteristics of a number of other airlines.
Emirates operate one of the youngest fleets in the world. And regular upgrades
mean they continue to provide their passengers with a superior flight experience.
Differentiation
Emirates ranks first when it comes to differentiation. Emirates was the first to
implement modern technology like mobile phone usage on board, internet
browsing and the sun and moon concept. They also offer services like showering
on board for first class passengers and complimentary chauffeur services.
Product or services
Emirates were the first airline to place an order for this ultra-efficient twin-deck,
four-aisle aircraft A380.The Emirates A380 promises customers in all classes a
whole new travel experience. Designed to transport passengers on long-haul
journeys in unmatched comfort, the Emirates A380 boasts First Class Shower Spas,
a spacious onboard Lounge, and our award-winning ice in-flight entertainment
system offering over 1,200 channels of movies, music and games on-demand in all
classes.
Personnel
Emirates Cabin Crew is drawn from more than 120 countries and speaks more than
80 languages. According to H.H. Sheikh Ahmed Bin Saeed Al-Maktoum, Chairman

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of the Emirates Group “no matter how many millions we invest in the latest
equipment, it is our people that make the difference in terms of results. If you are
successful in joining our team then I look forward to sharing our future success with
you as we grow and expand our business globally. “
Emirates cabin crews enjoy high standard apartments, full medical care and state-
of-the-art facilities in training and at work.
Image
Emirates logo in each mind has the first sign of high-class service. Emirates has
special products that are all marked with the Emirates logo. Regards to Emirates
philosophy, this company tries to give services to their customers and nowadays
almost everyone knows Emirates as the high-class airline in the words. So, every
product with Emirates logo can have this effect in customer’s mind that it comes
with higher class than the other brands product.
Trust
Emirates are using different kinds of methods to build strong trust with their
customers. They are offering secure and safe transactions by using one of the
affiliate banks which are working with emirates airlines such as HSBC. In the
website customers can view their policy by choosing the privacy policy of the airline
which explains security, personal information and also information about consent.
Efficiency and timeliness
Emirates is one of the most efficient and timeliness airlines in the world. When
customer’s books or buys a ticket online, they will immediately receive an email to
notify them if the transaction or the booking has been approved.

ALEENA ANTONY

FK-3351
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SUGGESTIONS

• Emirates is not affordable for the budget and middle-class passengers. So,
the company should focus more on this segment, by introducing more offers
and promotional strategies. Also decrease in the operational costs due to the
new A380s would help to cater to budget travelers.
• British airways, the primary competitor caters to international upscale,
business and pleasure travelers in the age group of 30 – 50 who are able to
afford their services. So, it would be better if the emirates also focus on the
same.
• Emirates can also focus more on their ground service, food and beverages
and Wi-Fi and connectivity, as these are the areas where they have less rating
among the customers review.
• People also have issues regarding the refund policies of emirates. The
company should review their policy in order to satisfy their customers.
• Also, the company should make their customer service team more efficient
as they are not able to meet the needs and queries of their customers. Most
of their customer service are based in India and they are not in a position to
meet the queries of the customers from other foreign countries.
• 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
Emirate’s social media or direct mail and online website.
• In order to build a strong public relationship between emirates and
consumers, Emirates can launch an online marketing campaign.

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 • Advertisements throughout radio, televisions, newspaper, banners and
magazines in various national and international sites will do a wonderful job
to endorse the brand name.

CONCLUSION

The airline sector is very dynamic and complex. It is highly influenced by consumer
mindset. Demographic and behavioral factors of the target market plays 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. Yet, due to the emergence of various other competitors
offering luxury services at a much lower rate, Emirates has been losing out on its
customers. An important objective of successful marketing management is to
retain loyal customers. Acquiring potential market share is only the second step.
The aforementioned marketing strategies are proposed taking into account various
trends in the market. Adopting them would allow Emirates to beat out the
emerging completion completion and emerge as the leader again.

KRISHNADAS K
FK-3418

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BIBLIOGRAPHY

Bhasin, H. (2019, May 3). Marketing mix of Emirates airlines – Emirates marketing
mix. Retrieved from Marketing91:
https://www.marketing91.com/marketing-mix-of-emirates-airlines/
contributors, w. (2020, March 24). Emirates (airline). Retrieved from Wikipedia, The
Free Encyclopedia: https://en.wikipedia.org/wiki/Emirates_(airline)
Devasia, F., Ajayakumar, S., & Robin, T. (2016, February 6). Proposal of Marketing
Strategies for Emirates Airlines. Retrieved from Research Gate:
https://www.researchgate.net/publication/293707272_Proposal_of_Marke
ting_Strategies_for_Emirates_Airlines
Haris, M. (2013, June 19). Emirates ppt. Retrieved from SlideShare:
https://www.slideshare.net/pujc/emirates-ppt
Rahman, M. (n.d.). Marketing mix of Emirates airline. Retrieved from How and
what: https://www.howandwhat.net/marketing-mix-emirates-airline-
emirates-airline-marketing-mix/

ZAHRA AHAMMED
FK-3320

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