This document discusses Emirates Airlines, including its background, target audience, and consumer decision process. It provides details on Emirates' founding in 1985, growth to become one of the largest airlines in the Middle East. Emirates targets high net-worth individuals, luxury consumers, and those seeking new experiences. The document examines how Emirates influences customers through its innovative entertainment, comfort, customer service, and brand loyalty programs.

1. Olya Dyachuk, Apirada Lorpudee,
Edouard Deprez, Jens Egemalm, Ilya Sitnikov
6/27/2012 Lecturer: Daniel Valentine

2.  Company background
 Target audience
 How consumer choose
the product
 Why customers buy our products
 CDP: Emirates influence
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3.  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.
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4.  High net-worth individuals
 Owning at least one
vehicle
 Using smartphones
 Leisure seeking, new
experiences
 Looking for value and
loyalty in key purchases
6/27/2012 Reference: “Emirates Ambitions Worry European Rivals”-case 4

5. 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 service
6/27/2012 Levitt T., The Marketing Imagination (1980)

6. Why Consumer Buy our
Products
 Route Availability
 Convenience and Comfort
 Brand Loyalty and Word of
Mouth
 Inflight Experience
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7. • 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)

8.  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 Emirates
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10. • Safety (newest and best aircrafts)
• The best onboard service
Pre-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)

11. 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.
evaluation
6/27/2012 Roger D. Blackwell, James F. Engel, Paul W. Miniard (2007) 11

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