Service Brand study on Emirates

1. My Favorite Service Brand

2. • An airline based in Dubai, United Arab
Emirates.
• A subsidiary of The Emirates Group, wholly
owned by the government of Dubai's
Investment Corporation of Dubai.
• On 25th October 1985, Emirates flew its first
routes out of Dubai with just two aircraft—a
leased Boeing 737 and an Airbus 300 B4.
Emirates Story

3. • During the mid-1980s, Gulf Air began to cut back its
services to Dubai as it was concerned it was providing
regional feeder flights for other carriers. As a result
Emirates was conceived in March 1985 with backing
from Dubai's royal family.
• The largest airline in the Middle East, operating nearly
3,400 flights per week from its hub at Dubai
International Airport, to more than 142 cities in 78
countries across six continents.
• Cargo activities are undertaken by the Emirates
Group's Emirates SkyCargo division.

4. Marketing Mix (7P’s)
 Product
 Price
 Place
 Promotion
 Process
 People
 Physical Evidence

5. • Emirates is always the first to offer the high-
quality, latest technologies and services to their
customers in airline industry.
• 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.
Product

6. A - Fleet and Schedules-Related Product
Features
1 – Fleet of Emirates
• Emirates A380
• Boeing 777-300ER
• Boeing 777-200LR
• Boeing 777-300
• Boeing 777-200
• Airbus A340-500
• Airbus A340-300
• Airbus A330-200

7. 2 – In-Flight Services
First Class
A mid-flight shower and spa

8. OnAir Inflight Wi-Fi system
In every cabin, telephone, SMS and email services, along
with an in-seat power supply, make it easy to stay in touch.
For personal comfort — from
extra seating space and massage functionality, to lighting
designed to reduce the effects of jetlag.

9. Offers large-screen personal entertainment system, along with
the built-in mini-bar in every seat, personal storage area and
privacy divider

10. Delicious canapés, hot and cold drinks
and on-demand dining are the touches
one enjoys when dining in First Class

11. Access over 1,800 channels of
entertainment, from news to
movies to interactive games on
ice entertainment system

12. Young Flyers
• It renders offerings from dedicated children's channels
and brightly coloured headsets to complimentary
birthday cakes, also with great selection of radio,
podcasts and CDs, the best in interactive games or
exclusive children’s magazines.
• Offer own Airshow channel, so child can experience a
pilot's-eye view of takeoff and landing and follow the
aircraft’s progress.

13. Offer complimentary chauffeur-driven airport transfers to our First Class
and Business Class passengers in more than 70 cities.
In Dubai, First Class customers are provided with specially-
commissioned Mercedes vehicles, and Business Class customers are
served by luxury Volvo cars.
Chauffeur-drive

14. In-Flight Lounge in the First Class of A380 fleet

15. Offers exclusive new private jet service

16. For fast and convenient airport-to-airport transportation of all goods
For fast and convenient airport-to-airport transportation of
all goods

17. In-flight Magazine
Featuring in-depth profiles of interesting public figures and
a cross section of articles featuring travel, technology,
health and business

18. Price
 It is using the premium pricing strategy, which is to offer a
higher price than what other airlines in the market offer,
because it serves luxurious excellent and high quality
services to their customers that merit more money than
other airlines who offer regular standard services.
 Hence the predominant Pricing tactic is ‘Value-added
Pricing’.
 It targets the niche market of people from medium to high-
income level who are willing to pay more in order to
receive better services.

19.  Even the element of ‘cuisine’ in Emirates is
positioned exquisitely. There are services available
that enhance the travel value of the passenger and
contribute to ease and convenience.
 Another prominent pricing tactic adopted by
Emirates is Peak / Off-peak Season Pricing. The
Airline taps various festivals around the globe like
Christmas, Eid and Diwali and hikes its prices to a
ready customer base.

20.  Apart from the tactics mentioned above, Emirates
Airlines introduces new offers on its price and
services on a regular basis.
 An important factor that has influenced the Airline’s
pricing is the rise in jet-fuel prices. With rising
crude-oil prices making a dent in almost all respects
of the economy, Emirates has always been vary of
this factor affecting its prices and profitability.

21. 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 flights, check the latest offers
and book an accommodation in a hotel during his
travel.

22.  The Emirates Group owns and operates a sister
company to Emirates Airlines which also acts as its
direct Travel Agency extension – Dnata
 Most of the booking takes place in this portal. As a
result, the customer can avail the ticket without parting
with a commission amount that he/she would
otherwise have to incur at a foreign travel agency.
 This perfect amalgamation of an Airline and a Travel
Agency results in higher revenue for the Emirates
Group and increased convenience and satisfaction to
the customers.

23. Promotion
Integrated Marketing Communications (IMC) for an
Airline can take place in the form of –
• Advertisements
• Public Relations
• Sales Promotions
• Sponsorships

24. Advertisements
• Emirates Airlines releases a series of multi-media
advertisements under its popular taglines.
• Some of those slogans/taglines are –
- Fly Emirates. Keep Discovering
- Fly Emirates. To over 100 destinations
-Fly Emirates, in six continents
– Fly Emirates. Hello, Tomorrow

27. In-flight Advertising
 Open Skies
 Portfolio
TV Advertising
In-flight Media offers a unique "single-cell"
environment, giving a distinct advantage over
other forms of mass media.

28. Sales Promotion
Offers privilege card for its customers, 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.

29. Public Relations
• It seeks to be an active participant in key public
policy debates impacting the international aviation
industry.
• Its' operations act as an important catalyst in
developing strong relations between Europe and
Dubai.
• Emirates Airline and Dubai Airports have
commissioned a comprehensive study from leading
global research firm Oxford Economics that
examines Dubai’s aviation model.

30. • Open Sky is a Public Affairs journal of Emirates
Airlines
• Emirates fully supports the International Air
Transport Association (IATA)’s ‘Agenda for
Freedom’ programme, which seeks to
promote consensus among liberal-minded
governments to reduce the barriers to cross-
border business in the international aviation
community.

31. Sponsorships
• Emirates has been committed to sponsorship
in both the UAE and around the world for over
twenty years, beginning with the first
powerboat race held in Dubai, in 1987.
• The two disciplines under the ambit of
Emirates Sponsorship are – Arts & Culture and
Sports & Races

32. The various sports that avail sponsorship from Emirates
Airlines are -
• Football
• Rugby
• Tennis
• Horse Racing
• Golf
• Cricket
• Sailing
• Australian Rules Football

33. Ryder Cup
Deccan Chargers-IPL

34. Arsenal
ICC World Cup

35. Process
• Emirates Airlines services includes the following
key operating departments such as the First and
Business Class Lounges, Special Services like
assisting disabled passengers and
unaccompanied minors, Customer Relations,
Baggage Services, Check-in and Boarding, and any
Emirates Wing hotel.
• Airport services play a major role in the overall
customer experience. Check-in at the airport is
often the first contact our customers have with
staff, and it is also the start of travel experience
with Emirates.

36. People

38. Physical Evidence
• Fly planes and planes release carbon dioxide
through fuel burning.
• However, while flying planes, Emirates wants to
make a difference by focusing on how to be an
ecologically-efficient organization.
• They use fewer resources, creating less waste and
pollution. They believe, if they achieve these
aims, they would win for customers, environment
and their business. That’s why, their A380 airbus
is the most efficient aircraft flying today.

39. STP
• Segment – Passengers preferring comfort
and reliability
• Target – Corporates, Upper Middle Class /
Middle Class
• Positioning – Premium Airline