Emirates Airlines: The Marketing Strategy Of Emirates Airlines In Dubai

PLACE

Emirates Airlines is based in Dubai and manages its operation from the airport of Dubai. It’s global network is spread through six continents, seventy eight countries and one hundred and forty two cities. Thanks to the strategic location of Dubai, Emirates has been able to occupy the position of global transporter. The position of Dubai is such that it facilitates strategic routes linking east and west resulting in direct flights.

The Channel of distributions of Emirates are allocating and distributing tickets through travel agents, tour operators and by telephone. Emirates also has an official website where you can for example get information about the incoming and outgoing flights

In order to attract customers to the company the

They allow us to share and support their interest and to build a closer relationship with them” This is a quote made by the director of the Emirates Group, Sheikh Ahmed bin Saeed al Maktoum. Sponsoring is an essential marketing strategy of Emirates. Emirates is an important sponsor in a lot of sports like for example football, rugby, horse-riding, and cricket. Emirates uses different sports to target different people with varying characteristics to obtaina farreaching exposure. Emirates is also partner of FIFA and sponsor of AC Milan. But Emirates doesn’t only sponsor sports but also cultural activities like for exampke the internationally-acclaimed Australian symphony. This reflect values of high quality and innovation. This sponsorship has helps Emirates to target the wider community that include frequent flyer. Most companies use sponsorship as a means of supporting and re-enforcing their brand awareness along with other forms of marketing communication tools while Emirates uses sponsorship as an effective marketing communication

By making this page Emirates wanted to create a different relationship with their customers. Today the Facebook page of Emirates has more than 5 million likes. Visitors on the page can ask questions every day of the week from 8 till 8 that are answered by people working for Emirates. In addition Emirates posts messages about new types of airplanes, actions and destinations. Emirates uses its Facebook page mainly to attract new customers. In 2012 a few months after the launching of the Facebook page, Emirates also opened a twitter account. Emirates posts more or less the same information on twitter than on Facebook. To conclude we can see that Emirates isn’t very active in the social media. They post a lot of messages but we can’t speak of active interaction with the customers.

Merchandising

Emirates also has a sale of branded merchandise like for example t-shirts, aircraft model and accessories. They sell this merchandise in Retail stores in the United Arab Emirates, online stores or during the Emirates flights. This is a good way to boost their profits while reaching more