EMIRATES AIRLINESNAME : DEVANSH THAPAR

ROLL : 54

CLASS : SYBBI

SUBJECT : INNOVATIONS IN BANKING AND INSURANCE

INTRODUCTIONEmirates airline is based at Dubai International

Airport it is the largest airline in the Middle East

The airline is amongst the top 10 carriers worldwide in terms of revenue and is the largest airline in the Middle East in terms of revenue, fleet size, and passengers carried

The company is a subsidiary of the Emirates Group, employing more than 40,000 people. It operates 1990 flights per week

INTERNATIONAL MARKETINGEmirates Airline has been highly successful in

promoting its brand at an international Level.

The company spends over 3% of its budget on marketing and communications.

The company also sponsors major sporting events and clubs. These include Twenty 20 World Cup, emirates cup, emirates stadium, Arsenal football club, AC Milan football club.

THE 7P’S Incase of emirates airlines, the marketing mix

consists of 7 P’s which include Product, Price, Place, Promotion, People, Process and Physical evidence.

PRODUCT

Its product strategy is to provide high quality services to its customers.

 It includes fast check-in services, excellent dining and internet services, comfortable seats, award-winning in-flight entertainment, well trained and cabin crew and ground staff, minimal rate of delays and cancellations

PRICEThe airline caters for all sorts of customers, i.e. high-end

customers who want ultimate luxury. On the other hand, the company also caters for customers who want quality services but at a reasonable price.

The airline has different pricing strategies for its three different classes i.e. first class, business class and economy class. The prices are set according to the services provided in each class.

Another factor that determines ticket prices is the popularity of the route and the scheduled time for e.g. a 2 AM flight to London from Dubai will be cheaper than the morning flights

PLACEEmirates promotes its products via internet and

television advertisements along with newspapers, sponsoring major clubs and sports events.

Whenever the airline starts a new destination, the offering is communicated to customers worldwide through media.

Similarly, when the new Airbus A380 aircrafts were bought their arrival was communicated through a massive media campaign

PROMOTIONThe airline promotes it brand through various

internet and television advertisements along with sponsorship programs for major events, especially sporting events.

It sponsors the annual Dubai Shopping Festival. The company also sponsors major sporting events and clubs such as Twenty 20 world cup , emirates cup , emirates stadium , Arsenal F.C and AC Milan F.C

PEOPLEThe company realizes that customers will be

directly Communicating with sales staff and check-in staff and the Cabin crew .

That is why the employees go through extensive training programs to ensure high quality service and customer satisfaction.

PROCESSThe airline also invests greatly in systems that

help deliver a high quality service to customers.

These include state-of-the art lounges at major airports, efficient check-in services, personal screens for entertainment on every seat and well equipped aircrafts.

PHYSICAL EVIDENCEAs far as physical evidence is concerned. The

airline connects over 100 destinations through its 130 aircrafts.

It has placed an order for another 150 aircrafts to be delivered over the coming years.

The airline has its own dedicated terminal at Dubai International Airport; therefore, there is no doubt that Emirates are physically well established

UNIQUENESS Emirates is the only airline in the world to offer non-

stop service to all six continents from one hub. It is also the fastest growing airline in the world.

The airline is currently the world’s largest operator of both the Airbus A380 and Boeing 777.

It also has lower emissions than other airlines and thus it is the most environment friendly airline.

Emirates became the first airline in the world to introduce a personal entertainment system on a commercial aircraft.

CHAUFFER DRIVE

First and business class passengers can make use of complimentary chauffer-driven airport transfers in selected cities. For example , Emirates offers pick up and drop services in Mercedes ‘C’ Class in Mumbai.

CONLUSIONThus I conclude by saying that emirates

airline is one of the worlds best airlines and personally I had a very good experience when I got a complimentary upgrade to business class.

Emirates Airline has created a very strong brand image with the help of its outstanding services and the speed of its growth is the fastest in the world.