Emirates Airlines

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Marketing strategy and costumer retention program of Emirates Airlines

Published in: Marketing, Travel, Business
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  • The campaign continues Emirates’ evolution from a travel brand to a global lifestyle brand.
  • Emirates Airlines

    1. 1. Emirates Airlines
    2. 2. About Emirates… • Formed in 1985 by Govt of Dubai • Initial operations started with just 2 aircrafts • Largest airlines of the Middle East • Operates 2,500 flights per week connecting 122 cities in 74 countries and 6 continents • Subsidiary of Emirates Group, which has over 50,000 employees
    3. 3. Emirates.. • Dubai Govt - Sole owner of Emirates. Does not put any new money into it, nor does it interfere with running the airline. • Fleet: Passenger aircraft fleet consists 173 aircrafts as of 2012 with an average age of 6.5 years. A further 202 aircraft are on order.
    4. 4. Numbers speak Volumes! • Seventh-largest airline in the world in terms of international passengers carried. • Largest in the world in terms of scheduled international passenger-km flown. • Over 400 awards for service excellence • World’s largest fleet of Boeing 777s and A380s. • Slated to become world’s largest by 2015
    5. 5. Mission • “Offering consistently high-quality value-for-money service and to be the best airline on all of its roles”
    6. 6. Goals • Retain and improve business class traveler’s market share. • Tap low cost carriers market to achieve company’s return on investment • Promote Dubai’s tourism activities and introduce Dubai to the world.
    7. 7. Brand Positioning • Slogans used over time are – Fly Emirates. Keep Discovering:2004 Keep Discovering
    8. 8. Brand Positioning – Fly Emirates. To over Six Continents:2008 – Fly Emirates. Meet Dubai:2011 – Fly Emirates. Hello Tomorrow: Mar 2012 Hello Tomorrow
    9. 9. Positioning • Aspirations of becoming the world’s biggest carrier • New target audience: well-travelled and embrace the opportunity to try the unfamiliar • Spark a “global movement”
    10. 10. Promotional offers • Complimentary nights at Armani Hotel Milano • Fly, Buy, Win: a Tribute to Grace
    11. 11. Promotional offers • Emirates Live • Book Online pay down the line
    12. 12. Promotional offers • Africa as Captivating as the Journey • Complete tour packages (including Hotel and Car service)
    13. 13. Segments In Airlines Industry • Budget Airlines – Fly Dubai, Indigo, SpiceJet, JetLite etc • Full Service Airlines – , Indian Airlines • Luxury Airlines – British Airways, Lufthansa
    14. 14. What does this say.. • Emirates. The Finest in the Sky • Be Good to yourself. Fly Emirates • When was the last time you did something for the first time. Fly Emirates. • Fly Emirates. Keep Discovering
    15. 15. Product • Air Travel with three classes of service • The First Class – Full Suites with door – Mini Bar – 23” Inflight entertainment system – 2m full size bed
    16. 16. Product(2) • The Business Class – Has 1800 beds – Privacy through partition – Memory functions for seat configuration – 17” wide TV • The Economy Class – 31” wide seats – Inflight entertainment system with over 600 Channels
    17. 17. Services • Gourmet Cuisine served across all three classes • Lounges at major airports • Chauffeur drive • Lounge in the sky in the 777s and A380s • A380 has Spa and shower facility
    18. 18. Price • Dynamic Pricing Model • Prices for different locations (on 10th April) Destination Price(AED) Skywards Miles New York 3980 3000 London 2820 1500 Johannesburg 2450 2450 Buenos Aires 5010 5010 Sydney 4820 6250
    19. 19. Place • 122 cities in 74 countries. • Main hub being Dubai. • A well developed network through IATA and its members across the Globe.
    20. 20. The Skywards Program • Skywards Blue – Travel and lifestyle rewards – Personal attention, including the option of nominating your own – Pre-assigned seating – Waitlist priority – Dedicated service centres
    21. 21. Skywards… • Skywards Silver – Priority check-in – 25% bonus Skywards miles when you fly with Emirates – Guaranteed excess baggage allowance – Exclusive lounge access in Dubai
    22. 22. Skywards… • Skywards Gold – 50% bonus Skywards miles when you fly with Emirates – Priority baggage delivery – Premium Baggage Arrival in Dubai only – Guaranteed seat reservations, even on fully-booked flights – Personal travel assistance from our dedicated Gold Desk – Complimentary eGate access at all UAE airports – Complimentary lounge access throughout the Emirates network – Premium Skywards Opening Doors benefits from our worldwide partners.
    23. 23. Skywards.. • Miles can be earned and spent across all major Hotel chains and Taxi rentals • Miles can be earned by spending at selected retail outlets • Free flights when certain amount of miles are earned
    24. 24. HUB And SPOKE • Dubai is the main hub for Emirates • Through this Emirates has few advantages – ATF is cheap in Dubai and one destination being Dubai it saves a considerable amount of money – Connecting Flights through Dubai promotes Dubai • Brings business through Duty-Free • Brings tourists to Dubai (Transit Passengers)

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