SUBJECT : Services marketing

PREPARED BY : ahmed , salman , Zeeshan , Naveed kiani

PREPARED FOR : MS QURAT UL AIN

DATED : 05 MARCH , 2017

 EXECUTIVE SUMMERY

This project is a part of course work of subject Services marketing.

Emirates airline chosen for this project because of its rapid growth in
business, high quality innovative service , excellent customer
relationship management , value added services and progressive
business performance which make it the world favorite airline. This
project will cover the 8 P,s of emirates, its vision, mission and objectives,
its targeting and positioning , its segmentation , service categories, SWOT
analysis, promotional strategies, flower of service cycle of failure,
mediocrity and success. It will give us an overview about the Emirates
overall positioning.
Eight P,S

1) PRICE : Emirates airline is using premium pricing strategy, which is higher than other airlines
offer
2) PLACE: Emirates airline having about 11 travel shop branches in UAE and about 122 outside the
UAE to provide superior customer services.
3) PROMOTION: Using both ATL & BTL activities. Especially focused on print media and outdoor
advertising.
4) PRODUCT : Emirates is always pioneer in offering hi-tech services with premium quality.
Providing on line internet facilities along with wide range of in- flight entertainment selections
5) PEOPLE: Keen focus on its employees to create a differentiation, well trained ,well mannered
and equipped with passion and go beyond limits for customer.
6) PROCESS : Services included VIP lounges, disabled assistance , baggage services , cargo DENATA ,
airport hotels
7) PHYSICAL EVIDENCE : More focus on green effect and caring for environment using fuel with less
carbon particles. POSSESSION : Emirates facilitating its customer to access the on board system
and reservation through internet . Passengers can book hotel of their choice and get on line help
in case of difficulty.
 Vision
To become an international leader in value creation, knowledge and innovation, through
investment in diverse industries which contribute to the UAE’s security and economic
development.

Mission
An agile investment group, investing in people, technology and diverse industries, to create
value for our shareholders and our customers through partnership and business excellence.

Values
We base everything we do on a strong set of values which we try to live by in our daily
dealings with customers, colleagues and the wider UAE and global communities. These
values ensure that we build lasting, quality relationships with everyone we work with. Our
values are:

 Customer focus
 Teamwork
 Passion for excellence
 Leadership
 Trust
 Respect

OBJECTIVES
 Provide full fledged training and development to Emirates pilots, aircraft engineers,
cabin crew and guest services staff.

 Develop the Academy as an aviation training ground towards fulfilling Emirates

aspiration in becoming a regional aviation training hub.

 Serves as a platform to keep people all over the world on track with the latest
industry developments and to incorporate best practices into their operations.
1) Website
2) Aps
3) Emirates travel shops
4) Ambience at lounges

1) Service counters
2) Flight attendants
3) Aircraft ambience
4) In flight safety and
facilitation
5) Value added services
6) Comfort & luxury

1) Rewards and prizes

2) Royalty program
3) Best value of money
4) New schemes
5) Customer feedback
Emirates

EMIRATES
Product
The Emirates A380 promises customers in all classes a whole new travel experience.
Designed to transport passengers on long-haul journeys in unmatched comfort, the Emirates
A380 boasts First Class Shower Spas, a spacious onboard Lounge, and our award-
winning ice in-flight entertainment system offering over 1,200 channels of movies, music
and games on-demand in all classes.Emirates were the first airline to place an order for this
ultra-efficient twin-deck, four-aisle aircraft.A380.png
Emirates A380 Environmental Facts
The Emirates A380 burns up to 20% less fuel per seat than today's largest aircraft
This is the most significant advancement in reducing fuel burn and emissions in four
decadesEmirates A380s will progressively feature digital in-flight magazines, entertainment
guides and shopping catalogues, saving 2kg per seat or almost one tone per aircraft Emirates
A380s, which offers more space per passenger in all classes, will also meet ICAO's gaseous
emissions standards by a substantial margin EMIRATES will comfortably meet current Stage
Three and proposed Stage Four noise level standardsA380s feature lightweight materials
that account for 25% of its structure New Emirates A380 maintenance facilities in Dubai
are state of the art, efficient buildings
Larger aircraft mean less takeoff and landings (in passenger terms, some Emirates A380
versions would be the equivalent of flying up to seven smaller aircraft types)
Personnel
Emirates Cabin Crew is drawn from more than 120 countries and speaks more than 80
languages. According to H.H. Sheikh Ahmed Bin Saeed Al-Maktoum  Chairman of the
Emirates Group "no matter how many millions we invest in the latest equipment, it is our
people that make the difference in terms of results. If you are successful in joining our team
then I look forward to sharing our future success with you as we grow and expand our
business globally . "
Emirates cabin crews enjoy  high standard  apartments, full medical care and state-of-the-
art facilities in training and at work.

Image
Emirates logo in each mind has the first sign of high Class service. Emirates has special
products that all marked by Emirates logo. Regards to Emirates philosophy, this company
tries to give services to their customer and nowadays almost everyone knows Emirates as
the high class airline in the words. So every product with Emirates logo can have this effect
in customer's mind that it comes with high class than the other brands product.

Trust
Emirates are using different kind of methods to build strong trust with their customer. They
are offering secure and safe transaction by using one of the affiliate banks which are
working with emirates airline such as HSBC. In the website customer can view their policy
by choosing privacy policy of the airline which explain security, personal information and
also information about consent.

Efficiency and timeliness

Emirates are one of the most efficient and timeliness airline in the world. When customer's
books or buys ticket online they will receive immediately an e-mail to notify them if the
transaction or the booking has been approved.
Emirates can have greater potential in America and Europe, because of greater number of
countries in these Continent with high class population. As Emirates supports average cost
carrier, this growth of high class in America and Europe can provide a huge market potential
for this airline to improve.
Segmentation
Target
Life style
Families and singles live in Dubai
Income
Who has salary between 4000 to 10000
Location
Mostly come from Middle East, Asia Pacific, Africa and western countries
Age
Most of them between 18 to 24 and 25 to 45 and 45+
4. Differentiation and positioning

Segmentation
According to (Kotler and Armstrong, 2010, p 215) "market segmentation is dividing market
into smaller groups with distinct needs, characteristics, or behavior that might require
separate marketing strategies and mixes. Market targeting is the process of evaluating each
market segment's attractiveness and selecting one or more segments to enter."

Demographic
"Dividing the market into groups based on variables such as age, gender, family size, family
life- cycle, income, occupation, education, religion, race, generation and nationality.
Demographic factors are the most popular bases for segmentation customers group. "
(Kotler and Armstrong, 2010, page 218)
Age
There is no limitation for age of Emirates customer. Emirates segment its customers
according to their age; since there is different requirements apply to the customers
depending on their age. The airline has segment their age under infants, children and
adults.
Infants 0-1 years
Tickets for infants travelling on the parent's lap or in a bassinet are discounted from the full
adult fare. When booking online, a request for a bassinet can be made in the Passenger
Details section.
Infants less than seven days old will only be allowed on board in the case of travel for
emergency medical reasons (in incubators) or if the mother is travelling on compassionate
grounds.
Children in car seats (6-36 months)
Children between 6-36 months may travel on board in car seats as long as a separate
seat is purchased for the child. During takeoff and landing, however, the child must be held
and restrained by the parent until the aircraft has reached cruising altitude. Â
Children 2-11 years
Tickets for children travelling in a separate seat are also discounted from the full adult fare.
Adults
Tickets for adults is from 12 years old or more.
Gender
Both genders - male and female can use Emirates airline services
Family size and Family life- cycle
There is no limitation for families, as long as the traveler be able to pay the ticket cost and
has the legal situation for travelling, they can use Emirates airline services. Most of the
tourists which visit Dubai are families and single persons from the Middle East, Asia pacific,
Africa and some from western countries.
Income
Most of the time the price for Emirates airline is average based on the services. Those their
salary are high and with average income can buy ticket from the airline. For example
customers with more between 4000 to 10000 AED are the most customers for the airline.

Geographic
"A company may decide to operate in one or few geographical areas or to operate in all
areas but pay attention to geographical differences in needs and wants" (Kolter &
Armstrong, 2010) most of visitors to Dubai are from Middle East, Africa, western countries
and Asia pacific. According to emirates each year 14 million people visits Dubai. In addition,
most of the visitors are business man comes to Dubai for business purposes.
The following table shows the different geographic segmentation (according to country
segment) for Emirates airline:
Europe and the AmericasE&A.png
AustralasiaAUS.png
AsiaAsia.png
Middle EastMiddle.png
Africa
Typically we think that airlines will segment their customers by class of seating, such as economy
class, business class and first class. However, while this gives some indication as to the willingness
to pay for additional service and the consumers overall price sensitivity, it does not give us much
insight into the consumers’ needs and motivations in terms of their needs for airline travel.

In this market segmentation example for airlines, five distinct market segments are identified each
having quite distinct needs and different evaluation and purchase approaches. These five market
segments (as shown in the following diagram as well) are:

 We’re off again

 Loyal to loyalty
 Urgent travelers
 Business travelers
 Budget conscious

WE’RE OFF AGAIN

These are non-business consumers that are frequent travelers via airlines. Generally they would be
older consumers, perhaps retirees, who have the time and money to holiday quite frequently.

Because they are experienced travelers, they are likely to be loyal to a small number of airlines,
depending upon their final destination.

They would seek some comforts of travel and probably would not choose an airline simply based on
price. They would be less likely to research airlines as well, as they are very experienced consumers
in terms of airline travel. In fact, they are more likely to be opinion leaders, contributors to Trip
Advisor and other similar sites.

Therefore, in addition to their frequency of purchase, they are an attractive and important market
segment as they have significant ability to influence the purchase decisions of other consumers in
the airline market.

LOYAL TO LOYALTY
The second market segment of airline consumers are also quite regular airline travelers. Some may
travel for business, but the majority will travel for personal reasons, such as holidays and visiting
family.

As suggested by their segment name, they are highly brand loyal to a particular airline wherever
possible. The prime motivation for their strong loyalty is to accumulate frequent-flier and/or loyalty
points, which they can generally redeem for free flights in the future.

As a consequence of their brand loyalty, they may form an emotional view of the airlines brand (that
is, see them as a very good airline), far less price sensitive and are far less willing to consider
alternative airlines.

This is an ideal target market for airlines, as they provide a long-term customer base. Of course, the
difficulty with this market segment is attracting them in the first place they are far less willing to
switch between airline brands.

URGENT TRAVELERS
Urgent travelers are infrequent users of airlines and generally represent a fairly small market
segment in terms of size. These consumers have an urgent need to travel that is usually
unexpected. An example of urgent travel may relate to attending a wedding or funeral, or having a
sick relative or having some business/work situation that needs immediate attention.

Given their need to travel almost immediately, they are more concerned flight availability and
destination requirements, rather than any consideration of price or airline brand.

Airlines will typically withhold a handful of seats on each flight in the last few days prior to the flight to
be sold at a premium price in expectation that a proportion of consumers will have an immediate
need to travel.

BUSINESS TRAVELERS
Business travelers usually form a large proportion of an airline’s domestic customer base. Many
businesses have operations in different parts of the country or will have sales opportunities in
different cities, necessitating the need to frequently travel by plane.

Generally, business customers make an organization-wide decision as to the choice of airline, rather
than the individual traveler being involved in the purchase decision.

As indicated by its name, many businesses choose travel business class, particularly for employees
expected travel frequently or for management and executive level staff.

Needless to say, this market is relatively brand loyal to an airline and is quite price insensitive. As a
result, it is common for the airline to arrange a contractual deal with larger businesses, organizations
and even government bodies in order to win a significant proportion of this business on an ongoing
basis.

BUDGET CONSCIOUS
Budget conscious air travelers tend to be more infrequent travelers and holidaymakers, or
consumers who perceive little difference between airlines.

Most markets will have a group of consumers (that is, a market segment), who are more price
sensitive. In this case, infrequent travelers may not have the direct experience to distinguish
between airlines and therefore may use a price decision to simplify their choice. (However, some of
these consumers may choose a more expensive flight, believing it to be of higher quality.)

However, consumers who see little difference between airline offerings will simply aim for the
cheapest price, as it represents the most value for them, given they see no extra benefits attached to
any particular airline.

In terms of this market segment, it is important to remember that some consumers in this segment
low income earners, but other consumers are simply using price as a point of differentiation in their
purchase decision.

SWOT ANALYSIS
 Promotional strategy

The role of Promotions is to manage the non-media aspects of the Emirates Corporate
Communications’ effort - this includes supporting all the Emirates brands, Emirates
SkyCargo, dnata, Destination & Leisure Management and other Group departments. This
section covers sponsorships, exhibitions, fairs, event creation and management,
branding and the provision of promotional material such as give-aways, award trophies,
flags, banners and other material.
The Advertising team's aim is to deliver first class advertising communications for all
corporate brands and business units within the Emirates Group. The department actively
seeks consumer insight through research to identify fertile communication opportunities
and employs a rich and varied media mix to grow brand equity and help business units
meet their commercial objectives. Media consumption fragmentation and increased
consumer advertising literacy means that Advertising must focus on creating relevant and
credible messages.

Public Relations (PR) is the company's touchpoint with all external stakeholders. PR
includes media relations, crisis communications and reputation management, corporate
responsibility and social media. PR interfaces with the global print, broadcast and online
media. One of the objectives is to gain coverage in the media for the company, in order
to maintain a positive public image for Emirates, build brand awareness and establish
relationships with the company’s diverse audiences. This includes development of news
releases and feature story ideas, as well as hosting news conferences, organising media
campaigns, handling media queries and organising interviews with senior executives.
Public Relations is also responsible for hosting journalists from around the world in Dubai
and at various destinations on the Emirates' route network. Social media platforms are
also key to promoting the Emirates brand and key messages through active fan
engagement. PR is also responsible for all Crisis Communications and regularly conducts
global training of out station staff on the established corporate protocol.

Emirates continues to build its brand image through international sponsorships of high
profile sports including football, horse racing, rugby, sailing and golf. The Merchandise
Unit assists with all the major events sponsored by Emirates, as well as providing all the
Group brands with corporate gifts and promotional material.

POSITIONING STATEMENT:
The finest in the sky
Emirates is repositioning the company’s global marketing strategy to target what
it calls “globalistas” as it looks to meet its aspirations of becoming the world’s
biggest carrier.

A new brand platform, led by a global multimedia marketing campaign carrying a “Hello
Tomorrow” strapline, aims to position the airline as the “enabler of global connectivity and
meaningful experiences”.

The campaign continues Emirates’ evolution from a travel brand to a global lifestyle brand
and will include an increased amount of digital activity in a bid to engage with a younger
audience.

Emirates says its new target audience are individuals who are well-travelled, or have
ambitions to become well-travelled, and who also embrace the opportunity to try the
unfamiliar.

The carrier says “globalistas” also represent its global 45,000-strong workforce.

Emirates also hopes the “Hello Tomorrow” positioning will spark a “global movement”,
encouraging people from different communities to join together and make a positive
impact on society, rather than just purely serving as a series of adverts for the brand.

Sir Maurice Flanagan, vice chairman of Emirates Airline and Group, says the new
corporate image and campaign underlines the confidence the company has in its existing
services and the vision it has for the future growth of the brand.
“Emirates is not just offering a way to connect people from point A to point B but is the
catalyst to connect people’s hopes, dreams and aspirations,” he adds.

Emirates is predicted by Boston Consulting Group to become the world’s largest airline
by capacity by 2015, overtaking rivals such as Delta, United Airlines and American
Airlines.

Last year Emirates signed a record deal with Boeing to buy at least 50 twin-aisle
passenger aircraft, substantially increasing its capacity and enabling it to roll out more
routes to different global destinations.
Conclusion :

Emirates airline was today named the World’s Best Airline 2016 at the Skytrax World
Airline Awards 2016, in addition to scooping up the awards for World’s Best Inflight
Entertainment for a record 12th consecutive year, and Best Airline in the Middle East.

In all, three Gulf carriers have been rated in the top 10. Along with Emirates, Qatar
Airways and Etihad Airways also made it to the top 10 list, rated second and sixth best
airlines by Skytrax, respectively.

This year’s awards were based on a total of 19.2 million completed surveys covering 280
airlines, by customers hailing from more than 104 countries. The survey measures quality
standards across 41 key performance indicators of front-line products and services in the
airline industry.

This is the fourth time Emirates has won the top accolade since the airline awards were
introduced 15 years ago; the airline won the first Skytrax World’s Best Airline in 2001,
again in 2002 and in 2013. In total, Emirates has won a total of 20 Skytrax World Airline
Awards since 2001.

Emirates is the world’s largest international airline, with an extensive network that has
grown to offer its customers a choice of 154 destinations in 81 countries across six
continents.

Etihad Airways was ranked No 6 worldwide and also won three awards. The Abu Dhabi
based airline was named as having the World's Best First Class cabin, Best First Class
seat and Best First Class catering.