Marketing Strategy of Fly Emirates Airline

This report analyzes the current marketing campaign of Fly Emirates Airline and its role in achieving business and commercial goals. The report discusses the marketing mix elements and strategies used by Fly Emirates to achieve brand recognition and increase sales.

[TITLE]
[NAME]
[PROFESSOR NAME]
[UNIVERSITY NAME]
[CITY AND STATE]
[DATED]
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EXECUTIVE SUMMARY:
Executive summary explains the business plan or strategic marketing
campaign of the Fly Emirates Airline. Marketing strategy shows that the
marketing campaign for the fly Emirates airline is effective and suitable for the
growth of the company. As an airline company, the fly Emirates use the strong,
effective campaign to market their services as a brand. It makes this brand more
renowned in the world. It started its journey in the market from the middle east;
now company operates from approximately all the continents of the world. Now
it has a high level of capital, revenue, and capacity in the market.
In this assignment, we are taking the Fly Emirates as an airline company
and analyse the current marketing campaign of the Fly Emirates. The role of Fly
Emirates marketing campaign is to achieve their business and commercial goals
alongside other elements of the marketing mix. First, we introduced the company
Fly Emirates. The Fly Emirates is the fourth largest airline company in the world.
It is a Dubai based company which is operating by the government. It is the
largest company of the MiddleEast which is providing airline services all over the
world. Emirates provides service to more than eight countries and more than one
hundred and forty cities. Cargo service is also provided across the world with
world biggest Emirates Skycargo planes (Kayak.com. 2018).
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CONTENTS
INTRODUCTION......................................................................................................................4
Purpose of the Report.............................................................................................................5
Aims and objective of the Business Report............................................................................5
BRAND RECOGNIZATION AND MARKETING STRATEGY............................................5
ADVERTISING AND STRATEGIC CAMPAIGN................................................................12
ANALYSIS AND RECOMMENDATION.............................................................................17
REFERENCE:..........................................................................................................................19
APPENDIX..............................................................................................................................22
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INTRODUCTION
Airline Marketing is a type of marketing in which airline services are sold or
promote through advertisement such a poster, newspaper ads, social media ads,
sponsors different teams, etc. In the modern world, there are different types of
platforms for marketing such as electronic marketing, digital marketing, email
marketing, social media marketing, etc. The basic function of marketing is selling
products or services to those people who are interested in or not interested in it. It
also provides customers with facilities to select the appropriate products
according to the requirements and features of the products (John, 2001).
Purpose of the Report
The purpose of this report is to understand the role of trading or business
goals in the airline industry and marketing communication in achieving the
business goal. This business report helps to identify the marketings elements in
achieving the commercial goals of the company. In the above discussion, we link
these elements in the overall marketing strategy. This marketing strategy of the
Fly Emirates invites the individuals all over the world to discuss or give an
opinion about the strategic marketing campaign of the Fly Emirates Airline
(Kuiper, S. and Clippinger, D. 2012).
Aims and objective of the Business Report
The main objective of the Business report of the Fly Emirates is analysis a
current marketing campaign of the Fly Emirates and understands the strategy of
marketing campaign role in achieving goal and objective of the commercial
objective and different other elements included in the marketing mix campaign.
All these elements are helpful to achieve the aim of the current commercial
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objective of the Fly Emirates airline and airline is growing rapidly business wise
all over the world (CRAINER, S. 2010).
BRAND RECOGNIZATION AND MARKETING STRATEGY
Marketing goals of the Fly Emirates are achieving because of their
marketing strategies and marketing campaign. These marketing strategies are an
important part of their success, and the following are marketing strategies and
marketing campaigns used in the Fly Emirates. The first strategy of the Fly
Emirates is Brand recognization.Brand recognization is the measure by which
consumer is able to recognize the brand from its qualities (Kotsi and Slak Valek,
2018) It is important for the company to renowned as a brand in the market. To
increase the goals of sales. The Fly Emirates is using brand recognition strategy
for raising brand and product awareness in the clients. They recognised as a brand
in the international airline market all over the world;. The Fly Emirates is
spending approximately seven hundred million Dollars in ads and sponsorship
through sports, billboards, internet ads, social media ads, etc. (Gerber, C.,
Terblanche-Smit, M. and Crommelin, T. 2014).
Source: (Mail Online, 2016)
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Second Fly Emirates Airline marketing strategy is Key Branding
Messages. The focus of the airline company is to brand Emirates as a premium
airline. Marketing strategies include focusing or targeting audience of middle age
or less than forty years of age people. Most of the audience are professionals and
businessman or woman. Travellers or business professionals are a main targeted
audience of the brand messages. The Fly Emirates provides more facilities and
features for professional and travellers through different discount schemes
(Branding key to financial services. 2000).
Source: (Emirates, 2018)
The third marketing strategy of the Fly Emirates is Social Media. Social
media is an important platform for digital marketing. It is an essential thing for
promoting the business and generates sales for any company. Social media
websites like Facebook and Twitter is the platform for opportunities. Promoting
different important packages and features of travel and tour are mostly done
through social media platform s such as Facebook, twitter, google plus. Etc.
Informative media content is included in the post of social media websites along
with promos, ads, and customer service support. The Fly Emirates posts three to
five posts on Facebook in a week and ten to fifteen posts on Twitter in a week.
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Posts are most worthwhile media content and offer for different types of the
customers of Fly Emirates Airline (Eitel and Delaney, 2004).
Source (Emirates, 2018)
The fourth marketing strategy of the Fly Emirates is a website. The
official website is an important platform for any business. Simple, manageable,
easy to use and attractive website is the main showcase of any business. The
airline business is mostly an online business. There is no need to visit any airline
office manually. So every airline in the world has an official website through
which travellers get information about ticketing, booking, and offers. The Fly
Emirates is a well-renowned airlane internationally. The Currently Fly Emirates
has an attractive and exceptional official website. Fly Emirates official website is
simple and quick to book international and domestic flights and manage to book
from all over the world. The Fly Emirates official website has an elegant
presentation of the data about booking, offer, ticketing, hotels, car booking, etc.
(Singh and Boughton, 2005).
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Source: (Emirates, 2018)
The fifth marketing strategy of the Fly Emirates is a mobile. The mobile
app is an important platform for any business in modern days. Simple,
manageable, easy to use and attractive mobile app is the alternative platform for
any business. The airline business is mostly an online business where mostly
mobile user can purchase, book, contact or get information about flights. There is
no need to visit any airline office manually. So every airline in the world has a
mobile app or mobile supported website through which travellers get information
about ticketing, booking, and offers (H.J. 2012). The Fly Emirates is a well-
renowned airline. Currently Fly Emirates has an attractive and exceptional
official mobile app. The Fly Emirates official mobile app is simple and quick to
book international and domestic flights and manage to book from all over the
world. The Fly Emirates official mobile app has an elegant presentation of the
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data about booking, offer, ticketing, hotels, car booking, etc. In the digital world,
there is an increased number of smartphones user which also shift the majority of
booking from manual medium to online mediums. Contact section is easy to find
for the customers. Payments system of tickets are more secure and supported
internationally through debit card or credit cards (Mobile1.emirates.com. 2018).
The sixth marketing strategy of the Fly Emirates is inbound marketing.
Inbound marketing helps to register a number of clients through email and update
them with a number of new promos and offers for purchasing tickets and travel in
a comfortable way (Du Plessis, 2017). Towards a more universal understanding of
content marketing: the contribution of academic research.. The fly Emirates airline
offers promo content to the clients by signup through email. There is no blog for
the Fly Emirates, but company published four posts about promos and offered
about cheap flight tickets and famous travel destinations (Hubspot.com. 2018).
The Fly Emirates uses Inbound marketing as a productive way to register a large
number of clients through email and update them with a number of new promos
and offers for purchasing tickets and travel in a comfortable way. Through
inbound marketing strategy, the number of travellers the Fly Emirates is increased
all over the world. The Fly Emirates has become top airline company which
provides excellent services and generates more revenue from all over the world
(Świeczak, 2015)
9

Source: (Zomalo, 2015)
The seventh marketing strategy of the Fly Emirates is a Search Engine
Optimization. The Search Engine Optimization is an important tool for
increasing web traffic and business revenue in modern days (Ng et al., 2014). A
number of internet users are increasing day by day. Therefore the number of
websites are also increasing according to the use. All companies and business
have websites which are important for brand recognition. Therefore all airlines
have websites. So there is a competition website ranking in the search engine.
Websites display on the first page of the search engine are generating more sales
and traffic (Grappone, J. and Couzin, G. 2011). To rank a website in the search
engine, the fly emirates spend five hundred to five thousand dollars on ranking
the website through search engine optimisation. Search Engine Optimization
helps the Fly Emirates airline to increase the sales and web traffic. Targeting key
phrases are important for searching people interest on the internet. The word
“Middle East Flight” is high targeting key phrases to rank Fly Emirates website
(Berman, R. and Katona, Z. 2011).
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The eight marketing strategy of the Fly Emirates is a metrics which
shows the performance of the company base on different attributes and indicators.
There is a different kind of metrics such as revenue, passenger capacity, capital
cost, etc. which are helpful to identify their performance of the company and
marketing campaigns. Tickets sale are the main source of income of any airline
company. The sale of the company identifies the customer satisfaction, economic
growth and current status of any company (Pentecost, M. 2016). It also identifies
the trends of the market. The key performance of the Fly Emirates indicates the
passenger satisfaction, current status, and economic trend of the company.
Metrics show that it efficiently works as a progressive company of the world.
This marketing strategy shows that the marketing campaign for the fly
Emirates airline is effective and suitable for the growth of the company. As an
airline company, the fly Emirates use the strong, effective campaign to market
their services as a brand. It makes this brand more renowned in the world. The
Fly Emirates is generating profit consecutively from last twenty-seven years. In
2015, the Fly Emirates generated one and half billion dollars of profit from all
over the world. It started its journey in the market from the middle east; now
company operates from approximately all the continents of the world. Now it has
a high level of capital, revenue and capacity in the market (Murphy, D. 2018).
ADVERTISING AND STRATEGIC CAMPAIGN
According to my point of view about the Fly Emirates
strategic campaign objective is to promote the airline services as a renowned
brand globally. The above strategic campaign focused on generating more sales
and providing more services to the customers. There are not underestimate the
objective of the marketing campaign by using promotion tools. The Fly Emirates
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uses all the digital platforms and services to promote the brand which includes
advertising on television, newspapers, posters, and social media, search engine
indexing, mobile app publishing. Web services, sponsoring different games and
team, etc. The Fly Emirates hires international stars of different games and
industry to advertise their product and services. They are sponsoring Cristiano
Ronaldo who is world famous footballer of the world. Cristino Ranaldo has
millions of followers on different platforms such as twitter, facebook, youtube,
google plus, etc. So the influence of sponsoring Cristino Ranaldo affects the fans
of this player which engage more clients all over the world because this player is
famous in each and every country of the world. In the same way, the fly
Emirates also sponsor international football clubs such as Real Madrid, Arsenal,
etc. By sponsoring the game of football, fly Emirates is renowned in different
countries. Football is the most favourite games in the world, and more than a
hundred international teams are playing this game at the international level. In the
same way, Fly Emirates also sponsor cricket Australia which is the number one
team in the cricket. Displaying the Fly Emirates logo on the players kit attracts
more travellers from around the world to book a ticket or travel through the Fly
Emirates Airline. The Fly Emirates Airline has a most luxury style of aeroplanes
and services other than different airlines. They are promoting the luxury cabins,
kitchens, interior, catering, entertainment and other facilities of business class and
economy class of the aeroplane. Promotion of these facilities on a different
platform using industry stars affects the outcome of the company. They are
generating more revenue and profits through this effective and positive strategic
marketing campaigns. Effective promotion, luxury style, up to date ticketing
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system, customer support, branding, world-class planes and unique service makes
the strategy of this campaign successful.
According to my opinion, some other marketing mix elements will make
the strategic marketing campaign for the fly Emirates airline more effective and
help to generate more revenue by selling more tickets all around the world.
Following proposed strategies will be helpful for the airline business. Price
estimation is an important factor of the marketing campaigns. The Fly Emirates
spends millions of dollars on marketing campaigns on different platforms.
Targeted social media advertisement on facebook and twitter is helpful to
improve the sale of the tickets. Targeting the right audience on facebook and
twitter is very important otherwise advertisement campaigns do not give an
accurate result, and the company loses a tremendous amount of money without
selling the tickets to the interested audience (Hutton, D. 2012). The audience who
like to travel is more interested in buying cheap or comfortable travel service for
entertainment. The Facebook and twitter advertisement will focus that audience
who are young and interested in travelling. Promos and offers of travel trip
advertisement will show to only those audience who will be interested in
travelling. In the same way, business class advertisement offers and promos are
showed to business professionals and business delegation who are more interested
in purchasing these offers. The Facebook and twitter advertisement of the Fly
Emirates should focus that audience who are business professionals and interested
in business trips This strategy of advertisement marketing will generate more
revenue with a limited amount of advertisement budget for the Fly Emirates
Airline. All other top airline companies in the world work on these elements to
compete in the airline industry of the world. In the same way, most of the prices
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of tickets of the Fly Emirates are expensive because of its high-class services and
luxury style. These flights tickets are not affordable for middle-class travellers
who want to enjoy the travel service of the Fly Emirates (The Balance Small
Business. 2018). Even the economy tickets are not affordable for the middle-class
travellers of underdevelopment countries like South Asian countries of India,
Pakistan, Bangladesh, etc. These countries are using the services of Fly Emirates
in limited ways, but the chance of business growth and revenue are more in these
countries because these countries are populated. A number of travellers and
business professional are more in these countries. The company should focus on
these middle-class travellers by giving services in an affordable way through
discount vouchers, promos, lucky draw, etc.
According to my point of view about strategic marketing campaign of the
Fly Emirates airline, there are different types of suggested method for measuring
and tracking the success of a marketing campaign. Some suggested methods are
given as metrics which shows the performance of the company base on different
attributes and indicators. There is a different kind of metrics such as revenue,
passenger capacity, capital cost, etc. which are helpful to identify their
performance of the company and marketing campaigns of the Fly Emirates
airline. Tickets sale are the main source of income of any airline company. The
sale of the company identifies the customer satisfaction, economic growth and
current status of any company. These metrics are important for measuring and
tracking the performance of the marketing campaign of the Fly Emirates. It also
identifies the trends of the market. The key performance of the Fly Emirates
indicates the passenger satisfaction, current status, and economic trend of the
14

company. Metrics show that it efficiently works as a progressive company of the
world.
ANALYSIS AND RECOMMENDATION
I believe that the above marketing strategy shows that the
marketing campaign for the fly Emirates airline is effective and suitable for the
growth of the company. As an airline company, the fly Emirates use the strong,
effective campaign to market their services as a brand. It makes this brand more
renowned in the world. The Fly Emirates is generating profit consecutively from
last twenty-seven years. In 2015, the Fly Emirates generated one and half billion
dollars of profit from all over the world. It started its journey in the market from
the middle east; now company operates from approximately all the continents of
the world. Now it has a high level of capital, revenue, and capacity in the market
(time, T. (2018).
There are some alternative ways in which the Fly Emirate Airline can
achieve their target objectives. Events and festival are important things to
promote special deals or promos, and this helps to generate a large amount of
revenue in specific seasons of the year. For example, a special festival in
European countries and the Football world cup event in Russia was amazing
seasons for selling more tickets for business and economy class of the Fly
Emirates. Companies should work on this element to gain more from other
industry. Another alternate method to achieve the marketing objective is that the
Fly Emirates should start special flights for travellers who like to discover new
places such as monsoon seasons of Hong Kong, These special flights will be
promoted according to the speciality of any country. Top airlines of the world are
using these strategic marketing campaigns to generate more business and capture
15

more clients by giving attractive packages for the young travellers interested to
discover new places. Another alternate method to achieve the marketing
objective is that the Fly Emirates should start special voucher for free coffee or
meal at a famous brand at the international airport. For example, a free coffee
voucher of star buck or free meal of KFC or McDonald to the travellers of the Fly
Emirates. This element will definitely attract more audience to purchase a ticket
and travel through the unique service of the Fly Emirates Airline. Provide this
facility to the different international airport to use the voucher and eat the famous
food of that country brand. This cooperation between the food industry and the
airline industry will be helpful to generate more sale base on this strategic
marketing campaigns all over the world (Forbes.com. 2018).
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Emirates. (2018). Emirates flights – Book a flight, browse our flight offers and
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Kayak.com. (2018). [Online] Available at:
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APPENDIX:
a) A sample of Marketing Communication as an Appendix
Samples of marketing communication are already discussed in the above
section. Following a sample of marketing communication are Brand
recognization, key branding messages, social media, website, mobile app,
inbound marketing, Search Engine optimisation and metrics which are involved
in the marketing campaign to identify, track and measure the performance of the
campaign.
b) Marketing Mix Elements
Apart from the elements describe above; another element of the marketing
mix is working with other local or continental brands of food and providing
customers with different vouchers of a free or discount meal of one time. For
example, a free coffee voucher of star buck or free meal of KFC or McDonald to
the travellers of the Fly Emirates. This element will definitely attract more
audience to purchase a ticket and travel through the unique service of the Fly
Emirates Airline. By providing this facility at the different international airport to
use these vouchers and eat the famous food of that country brand. This
cooperation between the food industry and the airline industry will be helpful to
generate more sale base on this strategic marketing campaigns all over the world.
Another element of the marketing mix is starting special trip flights for
specific festival or events occur in any specific country of the world. Events and
festival are important things to promote special deals or promos, and this helps to
generate a large amount of revenue in specific seasons of the year. For example, a
22

special festival in European countries and the Football world cup event in Russia
are amazing seasons for selling more tickets for business and economy class of
the Fly Emirates. The company should work on this element to gain more from
other industry (Abeyratne, R. 2005).
Another element of the marketing mix is starting the special trip for
travellers who are interested in adventure or discover new places. The Fly
Emirates should start special flights for monsoon seasons of Hong Kong. These
special flights will be promoted according to the speciality of any country. Top
airlines of the world are using these strategic marketing campaigns to generate
more business and capture more clients by giving attractive packages for the
young travellers who are interested to discover new places.
23