A Marketing Excellence Case Study On The Emirates

1. A Marketing Excellence Case Study On:
Prepared By: KevalVarotaria

2. EMIRATES
International aviation holding company
 Founded in 1985
 Head Office in Dubai
140 destinations across 6 continents
 Ahmed bin Saeed Al Maktoum, CEO

3. Interesting Facts
One of the Nine all wide-body aircraft fleet
250 wide-bodied aircraft fleet(170 on order)
Awarded more than 400 awards
Emirates employs 23,000 cabin crew from over
120 countries speaking over 80 languages .

4. Marketing & Branding Strategies
How they do it ???
Serves 140 destinations across 6 continents
 Lifts 56 million passengers
Only uses Airbus & Boeing Carriers

5. Emphasized Product & Quality
Equipment
If both are best in the market, then why not buy both

7. Quality Crew Members

8. State of the art Service

9. Building a Successful Brand Name.
How they did?

10. State of the Art Emirates Terminal 3

11. Adaptive Slogans
2004 2008
Dubai City Promotion 2012

12. Exclusive First Class

13. Private Check In & Chauffeur
Service

14. Attractive Offers targeting
different Consumer Segments

15. High End Sponsorships
Emirates Stadium
(London)
Real Madrid FC

16. High End Sponsorships
Dubai Expo 2020 Cricket World
Cup 2011
Tennis

17. Apart from the mentioned above, Emirates also sponsors Rugby, Motor
Sports, Horse Racing, Golf, Australian Football and many other Arts &
Cultural Events.

18. So,What’s Next
for Emirates ?

19.  Research their Consumer Markets
 Adapt themselves to new technologies
 Replace their outdated/old carriers
 Keep an eye on their Competitors
 Increase their Brand Value which will
create an edge over the Competitors

20. SUMMARY
1. INTRODUCTION
2. INTERESTING FACTS
3. MARKETING
STRATEGIES
4. BRANDING STRATEGIES
5.TARGETING
CONSUMER SEGMENTS
6. SPONSORSHIPS
8. SUMMARY
7.WHAT’S NEXT FOR
EMIRATES

21. DISCLAIMER
Created by Keval Varotaria, CSPIT, during a
marketing management internship by
Prof. Sameer Mathur, IIM Lucknow.