This is principles of marketing project

3. Flydubai- An Introduction
*We at flydubai have always strived to make air travel more affordable.
*Since our inaugural flight to Beirut on 1st June 2009 , flydubai has paved it’s
way towards success and has strived for better customer service
*5 years from our inaugural flight flydubai now has more than 1400 flights a
week.
*With expansion of routes we now fly to more than 90 destinations throughout
GCC, Middle East ,Asia, Indian Subcontinent, Europe and Central Asia and
Africa.

4. ABOUT Flydubai
*Founded 19 March 2008
*Commenced 1 June 2009
Operation
*Fleet 49
*Destinations 95
*Formed by Government of Dubai
*operating basis Dubai international Airport

5.  CEO of
flydubai
(Gaith Al
Gaith)
 Chairman OF
flydubai
(Ahmed bin saeed Al
Maktoum)

6. Flydubai is the UAE second low cost airline that was
established in March ,3rd 2008 on the orders of His
Highness Sheikh Ahmed bin Rashid Al Maktoum,
UAE Prime Minister and Vice-President, and Ruler of
Dubai.

7. MISSION:
Flydubai does not have a mission statement on their
websites, but from the words of the chairman(Shaikh Ahmed
Bin Saeed Al Maktoum),he mention the following:
“Our mission is to bring some two billion regional
inhabitants affordable, efficient
and flexible travel options to and from dubai.”

8. PRODUCTS:
The airline operates between a total of 95 destinations,
serving the Middle East, Africa, Asia and Europe from
Dubai International Airport
PRODUCTS:
The airline operates between
a total of 95 destinations,
serving the Middle East,
Africa, Asia and Europe from
Dubai International Airport

9. BCG MATRIX:
 There are no products(destination) in
question mark.
 There are 9 products in star.
 There are 57 products in cash cow.
 There are 30 products in dogs.

10. ANXOFF MATRIX:
PRODUCT DEVELOPMENT:
Flydubai started its business in 2009 with 12 destinations. In the same year
they added 9 more destinations.
In 2011 they added 21 destinations in their network.
In 2012 they added 14 destinations in their network.
In 2013 they added 3 destinations in their network.
In 2014 they added 21 destinations in their network.
In 2015 they added 15 destinations.
And currently in 2016 they have a network of more then95 destinations.

11. MARKET PENETRATION:
flydubai consider various forms of advertising for
penetration through media source such as
newspaper, magazines, cinemas & internet.
In a very short period of time in 2011 this airline
increase its passengers by 200% & 78% increase in
number of flights.
The 5th year of flydubai was showing growing
demand of its services from its passengers across its
netwok, flydubai carried 7.25 million passengers in
2014 and had carried 24.3 million since it launched
its operations.
Last year flydubai carried 9.04 million passengers
across its network. An increase of 1.8 million
passengers compared to 2014 a healthy increase of
25%.
Currently flydubai is moving aggressively to
penetrate their market by 50% sale strategy.

12. MARKET DEVELOPMENT:
Flydubai main target was lower middle class and middle class. in 2013
Flydubai targeted a new market to business travelers or upper middle class
by innovating a business class service in their aircraft.
DIVERSIFICATION:
Flydubai has never diversified its business.

13. MICRO ENVIRONMENT:
The Company:
The Top management are as follows:
• Ahmed bin Saeed Al Maktoum (Chairman)
• Ghaith Al Ghaith (CEO)
• Kenneth Gile (COO)
The total member of company staff is 3393, including 658
pilots,1453 cabin crew & 273 engineers representing 114
nationalities

15. Suppliers:
Fleet suppliers Boeing & Airbus
Entertainment system supplier Lemixis corporation
Fuel supplier Shell & GAZPROMNEFT-AERO
Interior supplier Sky interiors
laptop suppliers hp

16. Intermediaries:
Online Carriers : 19
Represented by GSA : 10
Offline Carriers: 31
Represented by GSA: 27
IATA Agents: 965
Non IATA agents : 5000
Int. Airports: 7

17. Competitors:
The competitors of flydubai are Air Arabia, flynas, & SAMA airlines.

18. Financial publics:
The UAE government owns and controls all of their airline and therefore
they gain financial support.
Media Publics:
flydubai uses many sources for information dissemination through
Newspaper (e.g, Gulf news) ,social media & websites.

19. CUSTOMERS:
customers of flydubai are price conscious. There are
33 million customers who have been traveled Across its
network Since its launched.

20. MACRO ENVIRONMENT:
Political Analysis:
*Rules & Regulations
*War & Terrorism
Economical Analysis:
The inflation rate in the UAE is 2.55.It is tremendously a positive aspect
for all airline industry in reducing the company cost in oil.
Social Analysis:
The culture for traveling for holidays is getting popular around the
globe & people are getting aware of different tourist attraction through
media that is resulting in growing demand of holiday packages.

21. Natural Environment:
The emission of carbon and greenhouse
gases from the aircraft fuel has proven to
be detrimental the environment and
therefore companies need to aware of
this and somehow prevent it.

22. Technological:
* Plane Maintenace
*Online purchase ticket facility
Moreover, flydubai is going to
take deliveries of 737 MAX. (The
MAX is claimed to reduce fuel use
and co2 emission by an additional
14% over the current most fuel
efficient aircrafts and will have a
40% smaller noise footprints,
According to Boeing.

23.  Q1. Will you recommend flydubai again for
travelling ?
 *yes *No
 Q2. Are you repeating a traveling from flydubai?
 *yes *No
 Q3. How did you book your ticket?
 *Online *travel agent
 Q4. How is the appearance of the cabin?
 Remarks:
Q5.Did you enjoy the comfort of the seat?
 *yes *No

24. Q6.Did you enjoy the legroom?
*Yes *No
Q7.Did you find our crew :
*Helpful
*efficient
*knowledgeable
Q8. How much time you paid for baggage check in?
.
Q9.How much time you paid for immigration queue?
.
Q10. Have you experienced queue at security and How much time?
.

25. SEGMENTATION
Demographic:
Income:
Deprived, Aspirers, Seekers, strivers, Global Indians
Psychographic:
Social Class:
lower class, lower middle class, middle class, upper middle
class, Upper class
Lifestyle:
Achievers, strivers, Survivors

26. TARGETING
Demographic:
Income:
Aspirers & seekers are the target market of flydubai.
Psychographic:
Social class:
Lower middle class, middle class & upper middle class.
Lifestyle:
Survivors & Strivers

27. DIFFERENTIATION
Being a Low cost airline , providing a good level of service quality is the factor
that makes it quite different from its competitors.
POSITION
Peoples perception about flydubai is, when there is cheap rates they will not
provide satisfactory services.

28. LEVELS OF PRODUCT:
Product: Business class
Core product:
The core product of flydubai is transporting
passengers and goods to different
destination.

29. Actual product:
Save time at the airport .
At Dubai International’s Terminal 2, you’re
only120 steps from check-in to the boarding
gate. And with priority check-in, immigration,
security and boarding, your journey just got a
little quicker.

30. On your way .
Our Italian leather
seats offer you the
comfort and space
you’d expect from a
wide-bodied aircraft.

31. Keep busy .
Choose from
hundreds of movies,
TV shows, games and
music on your personal
12.1-inch high-definition
in-flight entertainment
touchscreen.

32. Arrive refreshed .
On flights over 90 minutes, choose
from a range of delicious hot
meals accompanied by a selection
of wines, beers, spirits and soft
drinks. To finish, enjoy an ice
cream followed by a cappuccino.

33. Expected Level of product:
Customer expectation from flydubai business class
service are comfortable seats, inflight Snacks, timely
departure & arrivals efficient service at the reservation.
Augmented Level Of product:
The company has customer care centre at dubai international
airport terminal 3 and have and have facebook page for
inquiry, complaints & update about the flight and services
and discounts offer.
Potential Level of product:
There is no potential level of product in this product

34. PRODUCT LIFECYCLE:
Introduction:
There is no product in introduction of
flydubai

35. Maturity:
Product : Mekkah destination
Characteristics:
peak sale
Low cost per customer
High profit
Middle majority customers
many competitors
Decline:
Product: Quetta destination
Characteristics:
low sale
low cost per cutomer
Declining profits
laggard customers
few Competitors