International Marketing Management: Emirates Group Marketing Analysis

This report provides a comprehensive marketing analysis of the Emirates Group, a leading airline company. It examines the company's vision of providing excellent service and a luxurious aviation experience. The analysis utilizes the 7Ps of marketing: Product (including First, Business, and Economy classes), Price (dynamic pricing strategies), Promotion (taglines, slogans, and sponsorships), Place (global operations and headquarters), People (diverse cabin crew and ground staff), Process (special services and customer relations), and Physical Evidence (tangible aspects and sustainability efforts). The report concludes by highlighting the company's efforts to adapt to modern marketing techniques and provide added value to customers, despite past marketing challenges. The analysis underscores the importance of adapting to the changing marketing landscape.

EMIRATES GROUP

INTRODUCTION
Emirates main vision is to
provide the best of their services
and to excel in their work. Also,
they want to develop a luxurious,
sustainable and safe aviation
environment.
Emirates Airline is considered to
be one of the best organization in
aviation sector worldwide.
Company is globally recognized
for their luxurious and high
standard services.
It was founded by the Government of Dubai in 1959.
Today, it has concurred to more than 6 continents, 70 countries and 130 destinations.
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7P’s OF
MARKETING
 PRODUCT
 PRICE
 PROMOTION
 PLACE
 PEOPLE
 PROCESS
 PHYSICAL EVIDENCE
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“
PRODUCT
 Company’s product portfolio consists of mixed fleets
such as Airbus A380 and Boeing 777-380ER.
 Emirates Airline offers distinguish services for their
passengers such as First class, Business Class,
Premium Economy Class and Economy Class.
 The sections in airline includes Diamond First Class,
Coral Economy Class and Pearl Business Class.
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PRODUCT BY EMIRATES AIRLINE
FIRST CLASS
This section in airline gets
the finest standard of
services. The suites in
this section comes with
luxurious amenities. This
involves LCD screens,
fully flat bed, first class
bars, first class lounges,
spa and shower equipped
lavatories. Recently,
company has
collaborated with
Mercedes-Benz to
develop new seats which
features zero gravity
position.
BUSINESS CLASS
This section in airline
includes amenities such as
massage function in seats,
winged headrest, USB ports
and overhead light. The
seats of business class are
designed to recline in a fully
fat bed and also contains
personal mini bar.
ECONOMY CLASS
This section includes 10
seats in each row. These
seats are provided with
adjustable headrests, power
outlets for laptop and In-
Flight-Entertainment
experience with over 3000
channels. This class is more
suitable for travellers.
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PRICE
 Price range of Diamond and Business class
is higher as compared to economy.
 Effective pricing policy is initiated to offer
low price tickets for economy class.
 Dynamic pricing strategy is used to provide
different services to the passengers
accordingly.
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▫ Emirates tagline “Fly Emirates, Keep
Discovering” is very attractive.
▫ New slogan of airline is “Hello Tomorrow”.
▫ In 2016, Jennifer Aniston was filmed in
Emirates advertisement.
▫ Company also sponsors majority of football
and cricket teams.
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PROMOTION

PLACE
 Main headquarters is at
Dubai
 Operates in more than 78
countries, 42 cities and 6
continents.
 In 2019, company deploy
some additional flights in
Africa, South America and
Europe.
 Till 2020, company is 8

PEOPLE
▫ Emirates favours in adding diversity by
sharing above for adventure.
▫ Cabin crew can speaks more than 60
language.
▫ Ground staff also work towards the safety
and comfort of the passengers.
▫ Call centre and live chat options is 9

PROCESS
 Special services for different sections, i.e. First,
Business and Economy.
Special services for disabled passengers
Customers relations are provided.
Baggage services
Assisting unaccompanied minors
Millennium Airport Hotel, Emirates wing.
Animals can enter in, as a manifested cargo.
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PHYSICAL EVIDENCE
This covers overall tangible evidences of the image
and services of the Emirates group. A large amount
of carbon dioxide is released by burning of fuel.
But, Emirates is trying to become an ecological-
efficient and sustainable in the industry.
The new technology is developing for Bio Fuel. This
will make sure to create a safe, sustainable and cost
competitive product.
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“
Conclusion
 We can conclude, that even though Emirates Group
faced several marketing issues in past. Still,
Company is trying to evolve themselves and
managing to work towards better opportunities.
 Emirates group is trying to use modern marketing
techniques and new promotional strategy.
 Additional benefits are also provided by the
company for their customers.
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