Sales Promotional Report on FlyDubai: Dubai Marketing Campaign

This sales promotional report focuses on developing a campaign to increase FlyDubai's market share in Dubai. The report outlines the campaign objective of increasing market share by 2% and details the target consumer group, promotional activities, communication strategies, budgetary considerations, and scheduling. The target group includes business and working-class individuals with an annual income of AED 50,000-70,000. Promotional activities include discounts on flight tickets, sales coupons, and a loyalty points program. Communication strategies involve print ads, direct marketing, digital media, and personal selling. The report allocates funds for various activities, including discount coupons, loyalty points, print advertising, and digital media. Legal and logistical considerations are also addressed. The report provides a comprehensive plan for a successful sales promotion campaign for FlyDubai in the Dubai market.

Running head: SALES PROMOTIONAL REPORT ON FLYDUBAI
Sales Promotional Report on FlyDubai
Name of the Student
Name of the University
Author Note

1SALES PROMOTIONAL REPORT ON FLYDUBAI
Objective of promotional campaign
This sales promotional report is aimed at increasing the market share of the popular
airline service called FlyDubai. To be precise the aim of this promotional campaign is to increase
the market share of the company by at least two percent for the ongoing financial year. Flydubai
has always been perceived as being one of the most affordable airline services in all of Dubai
(Morrison and Malson 2016). It is for this reason that this perception has now got the
requirement to be turned into an opportunity through the use of the sales promotional campaign.
This is because despite selling tickets at lower prices than its competitors this airline service has
struggled to be at par with its competitors in terms of market share and also revenue generation.
Therefore it has to be insured that the sustainability of the company is well safeguarded by
increasing the market share as well as the sales subsequently.
One of the main things that have to be considered in this regard is the fact that the
company has been struggling in the recent years to be able to increase its market share and also
to be able to generate a greater amount of sales (Wald 2016). Therefore the sole purpose of the
sales promotional campaign is to make sure the during the promotional campaign and post it the
sales go higher and retained as a result of the campaign. The following sections in this report will
be out lining the strategies regarding how the campaign would go about achieving this objective.
Target group
The target consumer group for this promotional campaign has to be we both the business
class and the working class people who have a necessity to travel once in a while weather for
work purposes or leisure. The annual family income of this target consumer group has to be
anywhere in between AED 50000 to 70000. This particular low lab of annual family income has

2SALES PROMOTIONAL REPORT ON FLYDUBAI
been chosen because of the fact that going anywhere above that would mean that the consumer
would have the affordability to purchase tickets of Qatar airlines or Emirates. The idea is to
make these people understand the fact that within the affordability fly Dubai is the best service to
choose from by providing the mean of incentives for their choices. Behaviorally the target group
should have the tendency to move to other destinations very often. Psychologically this target
group is meant to be belonging from families that have a conservative tendency. Geographical
these target consumers have to be based in Dubai due to the fact that these promotional activities
that will be taking place will be limited to the geographical boundaries of Dubai.
As far as B2B marketing is concerned this context does not support targeting the retailers
for the purpose of fulfilling this objective of this campaign. This is because in an airline service
the company sells directly to the customers without any middleman acquiring the deliverables
and then delivering it to the customers.
Promotional activities
For the purpose of realising the objective of the sales promotional campaign, the first
thing that is needed is to ensure that the activities are well designed and alliance with the
objectives of the promotional campaign altogether. It is for this reason that the first thing that has
to be done is to offer discounts on the flight tickets of the company. This should be mentally
helpful in making sure that sales go up due to the fact that lower prices produce higher demands
in the market. The thing that has to be done is to provide an exact 10% discount on the flight
tickets regardless of the destination of the buyer. To ensure feasibility in this proposal, one has to
know that these discount offers would be only valid and ongoing for a limited period of time
after which ticket prices would be back to normal rates.

3SALES PROMOTIONAL REPORT ON FLYDUBAI
The next thing that has to be done in this regard is to make sure that sales coupons are
given out. In other words this coupons would be used to accumulate points on the basis of the
price of the coupons. A typical AED 20 coupon would be having 8000 points while AED 50
coupon would be having 25000 points. Accumulation of hundred thousand points would entitle a
passenger to claim a discount of 15% for his or her next two flight tickets from the company.
Needless to say that this promotional activity would also have a time slap associated with it after
which the coupon would be invalid. Ideally the best thing to do in this context would be to make
sure that August to October and February to April at the months during which this coupon would
be sold out. This is because of the fact that the next following months of these time periods are
the peak seasons in the airline industry.
Loyalty points can also be used for this purpose of realising the campaign goals. It is a
common practice for organisations to tempt customers to try out the products or services of the
organisation regularly by offering the loyalty points which could be redeemed in the future for
better benefits. FlyDubai could use the same tactic by offering loyalty points two customers with
each of the ticket purchases that they make from the company. Every flight ticket is to have 10
loyalty points and after the accumulation of hundred points a 50% discount could be given out to
the customer for the next ticket that he or she buys.
Communication considerations
In this context communications considerations refers to the consideration that have to be
made while reaching out to the public to reach the more effectively. The first thing that is the
most viable in this context is print ads. It is not just because of the fact that print ads are the
cheapest form of advertising but also because of the fact that it has a high reach, which is

4SALES PROMOTIONAL REPORT ON FLYDUBAI
generally more than that of broadcast media. These print ads could be used to convey the
discount offers and the coupons that are associated to the purchase of the flight tickets of the
company.
Direct marketing is another form of communication which could be used in this context.
This is because of the fact that for offerings like loyalty points it needs a more personal
communication process with the existing customers of the company and therefore direct phone
calls and emails are the best way to do so.
Digital media could also be used for the same purpose. However in digital media it would
be very much feasible to market all of the offerings after company in the sales promotional
campaign. This is because of the fact that digital media is ever growing in this age and social
media platforms like Facebook and Instagram provide the perfect opportunity for marketers to
communicate to the target audiences with maximum efficiency as a result of the platforms' high
reach. However it has to be noted that just like print media digital media is also highly untargeted
towards the target consumers and often shows to people who would not be interested in the
offerings of the company.
Apart from this personal selling is also an option for conveying the information to the
desired set of audiences. This could be done by the staffs of the airline companies themselves,
possible while selling tickets person to person.
Budgetary considerations
Following are the considerations that have been made in the budget of the promotional
campaign.

5SALES PROMOTIONAL REPORT ON FLYDUBAI
Promotional activity
Funds allocated in
AED
discount coupons 3,000,000
Loyalty points 1,000,000
coupon giveaways 2,000,000
Communication activity
Funds allocated in
AED
Print advertising 2,000,000
personal selling
500,
000
direct marketing 1,000,000
digital media 500,000
Scheduling considerations
The following considerations have been made in the scheduling of the promotional
campaign. These have been designed in a tabular format, depending on the funds that have been
allocated to them, and also their significance in the entire campaign to fulfill the main objective
of the promotional campaign.
Activities Jul
Au
g Sep Oct
No
v
De
c Jan Feb
Ma
r Apr
Ma
y Jun
discount
coupons x x x x x x x x x
Loyalty points x x x x x x x x x x x x

6SALES PROMOTIONAL REPORT ON FLYDUBAI
coupon
giveaways x x x x x x
Legal and logistics considerations
The print ads and the coupons that are set to be integral parts in the sales promotional
campaign would require a few set of logistics. The first is proper canvas on which the printing
could be done the second would be proper printing material which would suffice in quality.
Legal considerations include those of the print ads. The first thing that has to be noted is
the fact that before publishing print ads, official permits have to be acquired along with
application forms. Followed by that a license for the same has to be earned. It has to be noted
that the print ads cannot be stuck on cars, randomly handed out to passerbys or hung at places
that do not fall under the permit criteria of the ad.

7SALES PROMOTIONAL REPORT ON FLYDUBAI
References
Wald, A., 2016. Low cost carriers in the Middle East. The Low Cost Carrier Worldwide, pp.221-
236.
Morrison, W.G. and Mason, K., 2016. Low cost carriers in the Middle East and North Africa:
Prospects and strategies. Research in transportation business & management, 21, pp.54-67.