Emirates Sales Promotion Report

Running head: EMIRATES SALES PROMOTION
EMIRATES SALES REPORT
Name of the Student
Author note

EMIRATES SALES PROMOTION
1
Sales report
Objectives of the sales promotional campaign
Emirates has increased its revenues in the current financial year by 6%, from the last
financial year, which makes it stand at a revenue generation of AED 98Bn (Emirates.com
2019). This has been a stunning and steady growth owing to the high prices that it charges in
exchange for the extraordinary services that the company provides to its customers. However,
the market share has been a stagnant 22% over the last few years (Abbas 2019), and this is
the reason why it has to be looked into. Therefore, the main aim of this sales promotion
objective is to increase the market share of Emirates from 21% to 23% in the next financial
year. For this purpose, it has to be noted that the consumers are targeted with appropriate
promotional strategies. This would be done through discounts, coupons giveaways, buy more
save more offers, and loyalty points.
As a result of the increased market share, the objective also includes a higher
percentage of growth in revenue generation, from 6%, to 8% in the next financial year. The
same promotional activities that have been listed out would be suitable for this purpose, since
incentives would automatically give way to the increase in sales. It has to be noted in this
regard that the objective of growing the revenue generation is a result of the objective of an
increased market share. The budget for this promotional campaign is AED 10,000,000.
Customers to be targeted
Customers to be targeted involve people both the working class and business class
people, focusing more on the business class. This section of the population have to travel
quite often, especially the business class, due to their work, or even for holidays, and
therefore, it is for this reason that these people would be interested in this promotional
campaign. These customers have to be targeted with the goal of persuading them that

EMIRATES SALES PROMOTION
2
Emirates is affordable to them. To be precise, this company has a perception in the market
that only the richest and wealthiest people could afford flying with Emirates, and therefore,
the middle class people do not even consider flying with Emirates when they do have to
travel. To increase the market share, it is important that the perception of these people is
changed through this sales promotional campaign, which would be able to help them make
sure that they can indeed travel with Emirates. This could only be done when there is enough
incentives for these customers, to lower down what they have to pay. This is achievable
through the discounts, coupons giveaways, buy more save more offers, and loyalty points.
Ideally, the customers who have to be targeted have to be in the age group of 25-50 years of
age, since it is typically them who have the affordability power.
Customer oriented sales promotions
The first thing that has to be done is to offer discounts. This has to be for a specific
period of time. This is because even if there are high sales due to the lowered prices of
tickets, it would not do much to the profits of the company. Therefore, it has to go on for a
period of not over 3 months. This in turn should be conveyed to the public that the company
is offering discounts to its ticket prices, through the social media ad campaign of this
company. The discount should ideally be 15-20% for business class and 10% for the
economic class.
Coupon giveaways are the next thing to do. One ideal and innovative thing to do in
this regard is to offer food and beverage coupons for Emirates at every airport in which it
operates. These coupons could be bought for AED 50 for a combo of a selected food and
beverage combination, and for the sale of individual food and beverage items, coupons that
sell at a rate 15% lower than the prices on the flight. Food is generally a cost that is
significant for a passenger on a lot of occasions, and saving this money would prompt a lot of
customers to try the airline.