Fly Emirates Airline: Marketing Campaign Analysis & Strategic Goals

This report provides an analysis of the Fly Emirates airline's marketing campaign, focusing on how it achieves commercial objectives and enhances brand recognition. It begins with an introduction to Fly Emirates, highlighting its position as the fourth-largest airline globally and its extensive network. The report details various marketing strategies employed by the company, including brand recognition initiatives, key branding messages targeting professionals, social media engagement, an effective website and mobile app, inbound marketing through email campaigns, and search engine optimization to increase web traffic. The analysis also covers metrics used to evaluate the company's performance, such as revenue and passenger capacity, demonstrating the effectiveness of the marketing campaign in achieving consistent profitability and growth. The report concludes by emphasizing the importance of these strategies in promoting Fly Emirates as a renowned global brand and driving sales.

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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)
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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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