Marketing Mix of Emirates Airlines and 7Ps (Updated 2024)

The Marketing mix of Emirates analyses the 7Ps of Emirates, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Emirates. Emirates Airlines launched its operations in 1985 and has the distinction of being the flagship Carrier for the UAE. Its headquarters is at the Dubai airport, where it manages all its operations. The airline is the largest in terms of passengers, revenues earned, and fleet size in the Middle Eastern region and is owned by the Dubai government. Emirates Airlines has been able to carve a brand name for itself in the aviation industry through its distinctive and reliable services. One of its main competitors in the aviation industry today is Air France Airlines, along with Lufthansa and British Airways.

About Emirates airline

• Type: Airline
• Industry: Aviation
• Founded: March 25, 1985
• Founders: Sheikh Ahmed bin Saeed Al Maktoum
• Headquarters: Garhoud, Dubai, United Arab Emirates
• Area served: Worldwide
• Current CEO: Ilker Ayci
• Number of employees: 100,000+ (2022)
• Major products: Passenger and cargo transportation

Emirates Airline Product Strategy

Emirates Airlines has a mixed fleet in its product portfolio, including Boeing’s wide-body aircraft and Airbuses. As it maintains a highly competitive business class passenger streak in-flight entertainment, the Company has ordered the delivery of the most significant airplanes. Its products include consistent and excellent services that have paved the way for rapid growth and revenues. Emirate Airlines has maintained professional and personal approaches toward its customers to render qualitative services.

The new Product Mix of Emirates Airlines in 2024 is as follows (Source).

1. Fleet Composition: Emirates operates with a mixed fleet of aircraft, primarily Boeing and Airbus models, maintaining a legacy of using some of the largest aircraft in the industry. This includes a mix of Airbus A380 and Boeing 777 aircraft, which cater to various route demands.
2. Class Services: Emirates offers services across three main classes: First, Business, and Economy; First Class: Known for its luxury, it offers amenities like adjustable seats that can be converted into beds, minibars, and private suites, setting a high standard for comfort and privacy, Business Class: This class provides features like winged headrests, partitions for privacy, massage functions, USB ports, and laptop sockets. It also includes an ICE system for entertainment, highlighting a focus on comfort and functionality; Economy Class: Designed for the broader passenger base, Economy Class offers standard-sized seats with adjustable headrests, entertainment options, and laptop power outlets, ensuring a comfortable journey for the average traveler.
3. Innovative Services: Emirates is recognized for introducing unique services in air travel, such as being the first to provide showers and private suites on flights.
4. Global Network and New Routes: The airline operates from Dubai, strategically positioned as a central hub for international routes connecting Eastern and Western cities. This network includes long and recently introduced short routes that are advantageous for the airline and its passengers.
5. Premium Economy Rollout: As part of its continuous improvement, Emirates is expanding its Premium Economy offerings through a multi-billion dollar retrofit program, focusing on diversifying its service levels to cater to a broader range of customer preferences.

Emirates Airline Pricing Strategy

Emirates Airlines employs a nuanced and strategic pricing approach to flight routes, balancing the competitive nature of market demands with premium service offerings. Here’s an in-depth look at their pricing strategy:

1. Segmented Pricing Approach: Emirates categorizes its services into Economy, Business, and First Class, each with its own pricing structure. This segmentation allows them to cater to different customer segments, from budget-conscious travelers to those seeking luxury experiences.
2. Dynamic Pricing Model: Like many airlines, Emirates uses a dynamic pricing model. This approach adjusts ticket prices in real-time based on demand, seasonality, route popularity, and booking time. It enables them to maximize revenue per seat while remaining competitive.
3. Competitive Pricing in Key Markets: In strategically essential markets, Emirates often offers competitive pricing, particularly for routes facing intense competition. This strategy helps them to attract and retain customers in highly contested markets.
4. Premium Pricing for Luxury Services: Emirates adopts a premium pricing policy for their First-Class and premium services. This reflects the high luxury, exclusivity, and personalized services offered in these classes, such as private suites and shower facilities on specific aircraft.
5. Promotional and Seasonal Pricing: Emirates frequently engages in promotional pricing, offering special deals and discounts during off-peak seasons or for specific destinations. This helps maintain demand throughout the year and introduce new routes or services to the market.
6. Cost-Effective Operations to Support Pricing: Emirates’ ability to maintain a cost-effective operation, partly due to its strategic location in Dubai and efficient fleet management, supports its competitive pricing strategy. These operational efficiencies allow them to offer lower prices on specific routes than competitors.
7. Geographical and Demographic Considerations: The airline’s pricing strategy also considers geographical and demographic factors, tailoring prices to local market conditions and customer purchasing power.

Emirates Airlines Place Strategy

Emirates Airlines’ place strategy is centered around its strategic positioning, global network, marketing mix, and distribution methods. Here are five key points summarizing their approach:

1. Central Hub in Dubai: Emirates operates from Dubai, a strategically located hub that connects the East and West. This prime location facilitates efficient global travel routes, making Emirates a key player in international air travel??.
2. Expansive Global Network: The airline spans six continents, reaching 78 countries and 142 cities. This extensive reach enables Emirates to cater to a global customer base, offering flights to various destinations worldwide.
3. Introduction of New Routes: Emirates continually expands its route network, introducing shorter and more direct flights. These new routes benefit the airline and its passengers by offering more convenient travel options.
4. Use of Strategic Hub Locations: The airline’s strategic use of hub locations, especially Dubai, allows for optimal route planning and efficient linking of Eastern and Western destinations. This strategy is critical to their global presence and operational efficiency.
5. Multi-Channel Distribution: Emirates distributes tickets through various channels, including travel agents, tour operators, and its official website. This multi-channel approach ensures accessibility and convenience for passengers when booking flights.

Emirates Airlines Promotion Strategy

Emirates Airlines has launched a promotional campaign for many new flight routes its airlines that is very competitive. Its slogan is very apt: “Fly Emirates. Keep Discovering“. The company’s vision is to build and maintain its position as a global leader in the aviation industry. They have taken calculated risks without hampering their excellent and above-par services.

Emirate and other airlines also believe in offering special discounts on airfares at off-seasons to garner more passengers, thereby using below-the-like marketing tactics. They have adopted both traditional and ultra-modern marketing strategies to attract different sections of customers. Advertisements have been placed in magazines, newspapers, billboards, radio, and television to reach a diverse segment of customers, and their website is in at least nine languages. They have also sponsored various events and programs like the 2011 and 2015 ICC Cricket World Cup. They are also the official sponsors of the football club Arsenal.

The company also launched a unique and special but limited package for the kids as part of its promotional activities. Under this scheme, the parents were allowed to travel with two children under sixteen. The children’s tickets, meals, and accommodation were free of cost when two paying adults accompanied them. This campaign, called “The Kids Go Free,” proved to be very successful in attracting customers worldwide to Dubai. The Emirate airlines received special privileges and cooperation from tourism companies and families who started using this airline regularly.

The Emirates Airline Foundation is committed to providing aid to deserving countries at difficult times. It is a non-profit entity that delivers charitable assistance during natural disasters and tragedies regardless of religious, geographical, or political boundaries.

Some Recent Video ads and Print ads for Emirates Airline are:

Emirates Airlines People Strategy

The “People” aspect of the Service Marketing Mix for Emirates focuses on the employees, customer service, and the overall customer experience provided by the company and the airline. This includes everything from the recruitment, training, and performance of the staff to the interaction between employees and customers. Here are key points regarding the “People” component of Emirates’ Service Marketing Mix:

1. Highly Trained Staff: Emirates invests significantly in the training and development of its staff. This includes cabin crew, pilots, ground staff, and customer service representatives. The training ensures that all employees have the necessary skills to provide exceptional service.
2. Multicultural Workforce: Reflecting its global customer base, Emirates employs a diverse and multicultural workforce. This diversity enhances communication with passengers from various backgrounds and cultures, providing a more personalized and understanding service.
3. Employee Performance and Motivation: Emirates is known for its focus on employee performance and motivation, offering competitive salaries, benefits, and career development opportunities. This approach ensures high levels of employee satisfaction, contributing to better customer service.
4. Customer Service Excellence: Emirates strongly emphasizes customer service excellence, aiming to provide passengers a seamless and enjoyable experience. This is achieved through attentive service, quick response to customer needs, and a focus on creating a positive and memorable journey.
5. In-flight Crew: The crew is trained to pay attention to details, ensuring passenger comfort and safety. Customer reviews often highlight the crew’s professionalism and friendliness as a distinctive feature of Emirates’ service.
6. Customer Feedback Mechanism: Emirates has a robust mechanism for collecting and analyzing customer feedback. This feedback is used to continuously improve service quality and address areas where passengers feel improvements can be made.
7. Role in Brand Image: The people of Emirates play a crucial role in shaping the airline’s brand image. The high standard of service provided by its employees contributes significantly to its reputation as a premium airline.
8. Innovative Service Training: Emirates employs innovative training methods, including virtual reality and advanced simulation techniques, to prepare its staff for various scenarios and ensure they provide top-notch service.
9. Recognition and Awards: The excellence in service provided by Emirates’ staff has been recognized through numerous awards and accolades, reinforcing the importance of the ‘People’ factor in its overall service marketing mix.
10. Safety and Security: Emirates prioritizes its passengers’ and staff’s safety and security. Rigorous training programs ensure that all employees are well-prepared to effectively manage safety and security situations.

Emirates Airlines Process Strategy

The “Process” aspect of the Service Marketing Mix for Emirates Airlines focuses on the procedures, mechanisms, and flow of activities by which services are consumed. This encompasses everything from booking tickets to post-flight services, ensuring efficiency, convenience, and customer satisfaction. Here are key points regarding the “Process” component of Emirates’ Service Marketing Mix:

1. Online Booking and Check-in: Emirates offers an easy-to-use online booking system, allowing customers to book flights, select seats, and check in online. This process is designed to be straightforward and user-friendly, enhancing the customer experience from the outset.
2. Mobile App Services: Emirates’ mobile app further streamlines the booking and check-in process, offering features like mobile boarding passes, flight status updates, and baggage tracking, providing convenience and peace of mind for travelers.
3. Customer Service Channels: Emirates has established multiple customer service channels, including phone support, email, and social media platforms, ensuring that passengers can easily reach out for assistance at any stage of their journey.
4. In-flight Service Process: The airline has a well-defined in-flight service process designed to maximize passenger comfort and satisfaction. This includes meal service, in-flight entertainment, and attention to special needs, such as dietary restrictions or assistance for passengers with disabilities.
5. Baggage Handling: Emirates employs an efficient baggage handling process, with clear guidelines on baggage allowances, procedures for tracking lost baggage, and swift resolution of baggage-related issues, aiming to minimize inconvenience for passengers.
6. Loyalty Program (Skywards): Emirates’ loyalty program, Skywards, has a structured process for earning and redeeming miles, offering tiered benefits that enhance the overall travel experience for frequent flyers.
7. Safety and Security Procedures: Emirates maintains stringent safety and security procedures, from check-in to landing. These processes are regularly reviewed and updated to adhere to international standards and ensure the well-being of passengers and crew.
8. On-ground Services: The airline offers comprehensive on-ground services, including priority check-in, lounge access for eligible passengers, and swift boarding processes, all designed to provide a seamless and comfortable airport experience.
9. Feedback and Complaint Resolution: Emirates has a systematic process for collecting and addressing customer feedback and complaints. This process is crucial for continuous improvement and maintaining high levels of customer satisfaction.
10. Environmental Sustainability: Emirates incorporates environmental sustainability into its service processes, aiming to reduce its carbon footprint through fuel-efficient aircraft, recycling programs, and sustainable in-flight products.
11. Training and Development: The airline invests in ongoing training and development for its staff, ensuring that knowledgeable and skilled professionals deliver every aspect of the service process.

Emirates Airlines Physical Evidence Strategy

The “Physical Evidence” aspect of the Service Marketing Mix for Emirates Airlines encompasses all the tangible and intangible elements that customers experience throughout their journey with the airline. This includes the design and presentation of the aircraft, lounges, and uniforms, as well as the entertainment and power outlets, digital presence, and branding materials. Here are key points regarding the “Physical Evidence” component of Emirates’ Service Marketing Mix:

1. Aircraft Fleet and Interiors: Emirates operates one of the world’s youngest and most advanced fleets, including the Airbus A380 and Boeing 777. The aircraft features luxurious interiors, including well-appointed seating, mood lighting, and cleanliness, solid evidence of the brand’s commitment to comfort and quality.
2. Uniforms of Staff: The uniforms of Emirates’ flight attendants and ground staff are distinctive and recognizable, reflecting professionalism, elegance, and the brand’s image. The uniform design contributes to the overall perception of quality and service excellence.
3. Airport Lounges: Emirates’ airport lounges are designed to offer luxury and comfort, with facilities such as gourmet dining, shower spas, and business centers. These lounges provide a tangible representation of the airline’s premium service offering.
4. In-flight Entertainment System (ICE): The award-winning in-flight entertainment system, ICE, offers a wide range of movies, TV shows, music, and games. The quality and variety of content are physical evidence of Emirates’ focus on enhancing the passenger experience.
5. Onboard Catering: The quality of meals and the presentation of food and beverages onboard are evidence of Emirates’ commitment to providing a high-quality dining experience in the sky. Special attention is given to meal presentation, with fine china and glassware used in First and Business classes.
6. Brand Imagery and Advertising: Emirates’ consistent and high-quality brand imagery and advertising campaigns across various media platforms contribute to the airline’s physical evidence. This imagery helps to reinforce the airline’s values and service promises.
7. Website and Digital Platforms: The design and functionality of Emirates’ website and mobile app provide customers with a seamless and user-friendly digital experience, reflecting the airline’s commitment to innovation and customer service.
8. Boarding Pass and Travel Documents: The design and presentation of Emirates’ boarding pass and travel documents are part of the airline’s physical evidence, designed to be functional and reflect the brand’s premium image.
9. Safety and Cleanliness: The visible measures taken by Emirates to ensure the safety and cleanliness of its flights, especially in response to health concerns, serve as physical evidence of the airline’s commitment to passenger well-being.
10. Customer Testimonials and Reviews: Positive testimonials and reviews from passengers serve as intangible physical evidence of the quality of service provided by Emirates. These experiences, shared through various platforms, help to build trust and credibility among potential customers.
11. Corporate Social Responsibility Initiatives: Emirates’ involvement in and commitment to social responsibility initiatives, such as environmental sustainability programs and community outreach, provide tangible evidence of the airline’s values and ethical standards.

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