Successfully reported this slideshow.
You’ve unlocked unlimited downloads on SlideShare!
Company background Target audience How consumer choosethe product Why customers buy our products CDP: Emirates influence 6/27/2012 2
Founded in 1985 by Dubai government with US$10 million in start- up capital – become profitable in 9 month Biggest Airlines in a middle east and one of the fastest grown aircraft companies ever ( annual grow had never been less than 20% per year Has more than 170 aircrafts and over 50,000 employees Operating over 2,500 flights per week Over 120 destinations in more than 70 countries around the world In 2005, Emirates announced the largest-ever order for the Boeing 777 family of aircraft - 42 in all At the 2006 Farnborough Air Show, Emirates signed a Heads of Agreement for 10 of Boeing’s new 747-8F aircraft. In the financial year 2011/2012, Emirates carried 34 million passengers and 1.8 million tonnes of cargo.6/27/2012 3
High net-worth individuals Owning at least onevehicle Using smartphones Leisure seeking, newexperiences Looking for value andloyalty in key purchases 6/27/2012 Reference: “Emirates Ambitions Worry European Rivals”-case 4
Innovative inflight entertainment Comfort and Extra Baggage First Class F&B convenience Allowance A Safe Flight from A to B Good Inflight Service Superior pre/post flight customer service6/27/2012 Levitt T., The Marketing Imagination (1980)
Why Consumer Buy our Products Route Availability Convenience and Comfort Brand Loyalty and Word of Mouth Inflight Experience 6/27/2012
• Difference between the desired state and the actual condition: outdoor (tube, cabs etc.), TV, press. Emirates has started to influence to buyers in April with a new platform.Need recognition • Internal Company stick in TA’s memory increasing brand awareness and developing brand perception through TV commercial, outdoor and press ads, sponsorships (Arsenal, FIFA), CSR (recycling efforts, reduce of air pollution) digital banners, video. External: strong CRM that leads to the WOM. Search for information • To provide the information about deals company use retail website, Search Engines, FB group, Twitter. 6/27/2012 Roger D. Blackwell, James F. Engel, Paul W. Miniard (2007)
Emirates communicates to its customers using different media and messages depending on target audience segment and particular message to be communicated. Core message is quality of service and comfort provided by Emirates. The current platform is HELLO TOMORROW This message encourages customers to discover the world with Emirates6/27/2012 8
• Safety (newest and best aircrafts) • The best onboard servicePre-purchase • Extra-luggage space alternative • Additional services (driver+hotel) evaluation • Special offers • Loyalty programmes 6/27/2012 Roger D. Blackwell, James F. Engel, Paul W. Miniard (2007)
CDP: Emirates influence • Many channels : Website, 24 hrs. call centre, Counter services at the airport, Partnership Purchase (Agencies). • Functional : Inflight experience, Advertising on board, (Emphasizing their brand ,Hotels etc.), Facilities (Seat, Entertainment etc.);Young Flyer (Hand puppet), Membership (Blue, Silver, Gold).Consumption • Emotional : Inflight Services(Flight attendant), Atmosphere. • Satisfaction : Brand loyalty, Good word of mouth, Post Customer feedback.-consumption • Dissatisfaction : Complain, Bad word of mouth etc. evaluation6/27/2012 Roger D. Blackwell, James F. Engel, Paul W. Miniard (2007) 11