This document discusses the airline industry and focuses on Emirates Airlines. It outlines the goals of airlines as public service, return on investment, and being a strategic resource for countries. It then discusses key factors in airline profitability including costs, yields, and load factor. The document provides an overview of Emirates Airlines, describing its growth from 2 planes in 1985 to 83 planes today flying to 78 destinations. It also summarizes the key aspects of Emirates' marketing mix including products, price, place, promotion, people, processes, physical evidence and dimensions of quality.

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 