1. Airline Industry
By
Swapnil Mali 11037

2. Overview
• Goals
• Public Service. (Service to Customers)
• Return to Investors.
• Country Strategic Resource.
• World Players
• Delta Airline (US)
• United Airlines (US)
• Lufthansa (Germany)
• Ryanair (Ireland)
• Emirates (Dubai)

3. Airline Profitability
Profitability = [yield X load factor] - cost
• In order to survive and profit in this tough environment, airlines
attempt to manipulate three main variables:
• Cost, calculated as total operating expenses divided by available seat
miles (ASM)
• Yield, calculated as total operating revenues divided by the number
of revenue passenger miles (RPM)
• Load Factor, calculated as the ratio between RPMs and ASMs,
which measures capacity utilization.

4. Emirates airlines
• In 1985, Emirates Airlines was established by Dubai
Government with just 2 aircrafts.
• Today Emirates has 83 aircrafts files to 78 destinations in
55 countries worldwide.
• It has a large number of cabin crews from 95
nationalities.

5. Marketing Mix
1. PRODUCT
• Travel / Cargo
• Offer the high-quality, latest technologies and services
• Emirates A380

6. Marketing Mix
2. PRICE
First Class Business Class Economy Class
• Premium Pricing
• Another factor that determines ticket prices is the popularity of the route
and the scheduled time for e.g. a 2 AM flight to London from Dubai will
be cheaper than the morning flights

7. Marketing Mix
3. PLACE
• 122 Branches in major cities.
• Internet

8. Marketing Mix
4. PRAMOTION
• The airline promotes it brand through various internet and
television advertisements along with sponsorship
programs for major events, especially sporting events.
• It sponsors the annual Dubai Shopping Festival.

9. Marketing Mix
5. PEOPLE
• The employees go through extensive training programs to
ensure high quality service and customer satisfaction.

10. Marketing Mix
6. PROCESS
• First and Business Class Lounges, Special Services like assisting
disabled passengers and unaccompanied minors, Customer Relations,
Baggage Services, Check-in and Boarding, and the Millennium
Airport Hotel.

11. Marketing Mix
7. PHYSICAL EVIDENCE
• Own terminal on Dubai international airport.
• Lounge on most of destination airports.
• TV screen for all classes.
• World class food

12. Quality Dimensions
• Tangibles

13. Quality Dimensions
• Reliability
 Timely arrivals and departures
 Airbus 380 !
 Baggage insurance
• Responsiveness
Customer Service 24x7
Assured reply for mail
• Assurance
 Trained employees

14. Quality Dimensions
• Empathy
 Gives individualized attention
 Customer treated with best services

15. Thank You 