Analyzing Marketing Communication Strategies: Dubai Airport Case Study

This report provides an in-depth analysis of marketing communication strategies employed by Dubai Airport. It begins with an introduction to marketing communication in the hospitality industry, emphasizing its importance in increasing demand. The report then delves into the consumer decision-making process, highlighting the role of social media in understanding customer needs and influencing purchasing decisions. It explores segmentation, targeting, and positioning strategies, focusing on the Zonal operating model and behavioral market segmentation. The report also examines message appeals, including the use of integrated marketing communication and the 'Dubai 10x' project to improve customer experience. The case study demonstrates how Dubai Airport utilizes various strategies such as market research, staff training, and technological advancements like mobile apps to enhance customer experience and increase profitability. The report concludes with an analysis of the effectiveness of these strategies, including the impact on passenger flow, staff motivation, and overall customer perceptions. The report provides a comprehensive overview of the marketing communication strategies and their effectiveness in the context of Dubai Airport.

Marketing Communications

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................3
MAIN BODY ......................................................................................................................................3
The Consumer Decision Making.....................................................................................................3
Segmentation , targeting and Positioning ......................................................................................5
Message appeals .............................................................................................................................7
CONCLUSION ...................................................................................................................................8
REFERENCES.....................................................................................................................................9

INTRODUCTION
Marketing communication for the hospitality industry is the important and necessary term to
increase demand for the products or services offered by company. Hospitality industry and
communication divided into two micro and macro level differing marketing strategies in order to
target individual and corporate entities. Present study will be based on the case study of Dubai
Airport that how organisation drives its market through social media cohesion.
Effective marketing communication in hospitality industry requires clear understanding of
market, customer needs and current trend as well. For that, it also requires proper planning,
controlling, coordination and right communication channel. Further study based on three theoretical
concepts of marketing these are The consumer decision making, message appeals and Media
selection. Report also have focus on emphasizes on identifying the segmentation, positioning and
targeting strategy adopted by organisation.
Summary of Case study
Dubai airport is among the one of the second largest the busiest airport, with increasing
passenger numbers, an existing infrastructure operating at near capacity. An organisation has an
opportunity to expand business at either east or west location. Engine service design has assisted an
enterprise in becoming the world's best airport. Business entity vision is to provide good as well as
memorable experience to customers. The purpose of service design this exploring is to fulfil the
queries of the clients. The management team in Dubai airport is constantly looking for the better
solutions in order to improve customer experience. In addition to this, business entity is searching
for new ways as well as approaches for delivering information about the products or services to
customers. Management in Dubai airport have focus on determining the strategies which can be
utilised for increasing working efficiency as well as enhancing the front line service delivery.
MAIN BODY
The Consumer Decision Making.
Introduction
Consumer is the king of the market which includes some steps such problem recognition,
information search, information evaluation, purchase decision and evaluation after purchase.
Consumer decision making process depends on the interest of clients towards the company services.
In context of Dubai airport, an organisation have focus on increasing their capacity and earning
higher profit (Kim and Kumar, 2018). Business entity intends to grow but not by compromising
with the quality of services or products that are being delivered to customers. Dubai airport in order

to provide the good experience to customer need to develop the understanding about their needs and
demands. But the market challenge faced by Dubai airport is that range of customer nationalities
presents challenges in meeting different cultural perceptions. An organisation can conduct Market
research which is considered to be as the best technique that can be utilised by firm for gathering
the information about the demands of consumers. In addition to this, marketing team of Dubai
Airport need to develop the effective marketing plan for that they need to understand the factors
which influence the decisions as well as perception of customers (Holbrook,2018.). Business entity
in order to address the factors which might affect decision making procedure of consumers needs to
facilitate direct communication with them. Marketing team in Dubai airport can utilise social media
platform for directly interacting with consumers. As this marketing strategy will assist an enterprise
in knowing the needs as well as expectations about the large number of customers. It will also assist
marketing team in development of effect promotional plan (Rossiter, Percy and Bergkvist, 2018).
Communicating directly with customers using the social media platform will provide firm an ease
in influencing the people to buy specific products or services.
Explanation
In this process of customer decision making, social media platform plays a most crucial role
to understand customer needs and any query related to the company. After facing challenge to
approaching clients query. According to the seven step model of consumer decision making, the
phases which consumer undergoes before making the decision related to purchase of specific
branded goods these are need recognition, information search, pre purchase evaluation, purchase,
post, purchase evaluation. As per the model there are various factors which can influence the
decision of customer at each stage of decision making procedure (Stephenson, 2018). There are
various variables which might influence the decision of the customer are personal factors, previous
experience, quality of products or services, etc. An organisation has provided training to employees
in order to enable them to become walking information desks to help customers with their
information requirements. In addition to this, Handheld devices are being provided to workers
through which employees can easily exchange information this is very much important in order to
deliver good experience to customers (Camilleri, 2018). In addition to this, Management in Dubai
airport has developed the app to provide customer an ease in accessing the information related to
the flights. Dubai airport has changed the names of concourses to make it easier for passengers to
navigate the airport.
Evidences
After getting the support from the service design consultancy, an enterprise has been able to
improve the customer experience by raising levels of customer service on the ground. In addition to

this, by conducting the market research marketing team in Dubai airport has able to develop the
understanding about cultural nuances and the delivery of 'Arabian hospitality' as a style of customer
service. By implementing the various strategies such as providing the communication devices to the
staff, and development of application for providing the information to customer has help an
organisation in increasing profitability and sales. After implementation of marketing
communication strategy Highly competitive commercial environment eventually led to three
phenomena these are change in information dissemination methods, change in marketing
managers’ attitude and cost considerations on an organisation information transmission.
Analysis :
In addition to this, the business entity has taken support from the Engine service design
consultancy in order to find an appropriate way for improving customer experience. In addition to
this, an organisation is working closely with Emirates Airline in order to provide more services as
well as experience to customers. In addition to this, the management team in Dubai airport has
brought improvement in the business culture, they have provided the training to their staff, new
technology has been implemented at workplace. Customer decision making is highly affective
factor that company needs to be focused and align as per the needs and wants of the client. It has
been analysed that the ultimate results of implementation of different strategies by organisation is
that improved commercials and customer perceptions (Nistor, Yalcin and Pehlivan, 2018.). The
other thing which has been analysed that Dubai airport has able to accomplish its objectives as firm
has been successful in improving passenger information and way finding that Engine designed. It
has also been analysed that Hospitality Programme implemented by Dubai Airport has positive
effect on the behaviour of customers towards organisation. In addition to this, Dubai airport has
utilised its existing infrastructure he existing infrastructure to improve passenger flow which has aid
an organisation in preventing the own crowding. As overcrowding can have negative effect on
customer experience. Instruction boards have been established for enabling passengers to get
prepared for key moments such as security and boarding. This strategy has helped an enterprise in
reducing the service delivery time. The strategy of restructuring has helped an enterprise in
increasing their working efficiency and capacity.
Segmentation , targeting and Positioning
Introduction
Market segmentation is the strategy which has been adopted by Dubai airport which has
provided firm an ease in providing the satisfaction to customers. An organisation has adopted the
Zonal operating model. Ass per this Zonal operating model, business entity emphasizes on
delivering targeted customer service actions and behaviours, in

context of desired passenger journey. Behavioural market segmentation strategy has been adopted
by enterprise for categorising the market into small segments (Holbrook, 2018). A service design
approach has assisted business entity in delivering good experience as well as high level of
satisfaction to their clients. Earlier company has only part-time working staff, due to which an
enterprise has faced difficulty in delivering quality as well as timely services to customers. An
organisation in order to deal with issue of poor customer service an organisation has appointed the
full time staff and has provided them with appropriate training. In addition to this, an organisation
target business class people and also the passenger those who travel for the purpose of leisure, as
these target customer group can assist firm in increasing sales and profitability which is their
ultimate business goals.
Explanation
An adoption of an appropriate market segmentation strategy is very much crucial in order to
provide satisfaction to customers and provide them with good experience (Nart, Sututemiz, Nart
and Karatepe, 2018). In context of Dubai Airport, an enterprise need to concentrate on specific
customer group, as this strategy will provide an organisation ease in fulfilling the needs of their
clients.
Evidences
Dubai Airports has grown has at very rapid rate and an enterprise has now become world's
2nd busiest international airport in a little
more than fifty years. This is even more impressive because it has achieved this operating only two
runways (Stephenson,2018.).
Continued growth means it must do more with less and look beyond infrastructure to deliver great
services and
experiences.
Analysis:
It has been analysed that the holistic approach has been adopted by Dubai Airport for
enhancing customer experience that has great effect on the target audience. The other thing which
has been analysed that an organisation has able to provide good experience to customers due to high
motivated staff. It has also been analysed that the success of programme implemented by the
company for improving customer experience rooted in improved staff motivation, the creation of a
sense of place for both customers and workers, as well as an increase in sales at both airport food
and retail providers (Aryal, Ciliberto and Leyden, 2018.). It has been analysed from the sales report
of Dubai airport that there has average number of passenger. As during the year 2016, the average

number passengers were 203 and which has increased to 223 in year 2017.
Message appeals
Market appeal in very much important in order to influence people to buy the products or
services offered by company. In context of the Dubai Airport an enterprise has implemented The
Dubai 10x' project for making the appeal to its stakeholders such as police force, immigration,
Tourism Dubai, passport control, Emirates Airline etc. to make their contribution in improvement of
customer experience. For making the appeal to different stakeholder an effective communication is
very much important. Communication can be defined as the procedure of sharing thoughts among
individuals. Function of the communication within channel of marketing is considered to be as the
major issue from both managerial as well as theoretical point of view. Communication in marketing
channel influences the way information is being transmitted. In context of Dubai airport, an
organisation can adopt the integrated marketing communication model. Integrated marketing
communication can be referred to as a practice which involves aligning of symbols, messages,
Illustration 1: Data related to Passenger Traffic
(Source: Dubai airport Fact sheet, 2019 )

behaviour and procedures in order to help an enterprise to communicate with consistency, clarity
and continuity. Integrated marketing communication approach can be utilised by Dubai airport for
branding and integrating their communication efforts.
Explanation
Management in Dubai airport support staff and helps them in serving the best services to
clients. The Hospitality initiative combines front-line service and information provision, to create a
new and distinctive
passenger-centred service with remarkable results. Management in Dubai airport explores the idea
of social listening, an organisation has planned to use social media for collecting the feedback. This
strategy has been adopted by an organisation in order to make emotional appeal to consumers and
for influencing them to buy products or services.
Analysis
It has been analysed after conducting the investigation that the research team, front line staff,
marketing functional unit has made their significant contribution in driving Dubai airport towards
success (Camilleri, 2018). The other thing which has been analysed is that emotional marketing
appeal has assisted an organisation in inspiring people to avail the services offered by firm. It has
assisted an organisation in increasing sales and profitability.
CONCLUSION
It has been concluded from the report that an effective communication and selection of the
best marketing techniques is very much important in order to influence people for buying products
or services. The other thing which has been concluded from the assignment that front line staff has
important role to play in delivering good experience to the customers. It has been concluded from
the assignment that the behaviour of front line staff as well as environment in the company has
great effect on the decision making procedure of customer. The other think which has been
concluded from the project is that market appeal is very much important in order to attract
customers and encourager them to purchase products or services offered by organisation.

REFERENCES
Books and Journals:
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Rossiter, J.R., Percy, L. and Bergkvist, L., 2018. Marketing communications: Objectives, strategy,
tactics. SAGE.
Kim, K.H. and Kumar, V., 2018. The Relative Influence of Economic and Relational Direct
Marketing Communications on Buying Behavior in Business-to-Business Markets. Journal
of Marketing Research, 55(1), pp.48-68.
Nistor, C., Yalcin, T. and Pehlivan, E., 2018. Duplicity in Alternative Marketing Communications.
Holbrook, M.B., 2018. Creating value: the theory and practice of marketing semiotics research.
Stephenson, D., 2018. The president and strategic communications: Finding balance and trust.
Community College Journal, 88(4), pp.6-7.
Punel, A. and Ermagun, A., 2018. Using Twitter network to detect market segments in the airline
industry. Journal of Air Transport Management, 73, pp.67-76.
Nart, S., Sututemiz, N., Nart, S. and Karatepe, O.M., 2018. Internal marketing practices, genuine
emotions and their effects on hotel employees’ customer-oriented behaviors. Journal of
Human Resources in Hospitality & Tourism, pp.1-24.
Aryal, G., Ciliberto, F. and Leyden, B.T., 2018. Public communication and collusion in the airline
industry.
Camilleri, M.A., 2018. The Marketing Environment. In Travel Marketing, Tourism Economics and
the Airline Product (pp. 51-68). Springer, Cham.
ONLINE:
Dubai Airports. 2019. [Online]. Available Through:<http://www.dubaiairports.ae/corporate/media-
centre/fact-sheets/detail/dubai-airports>.