INTRODUCTION

Emirates airline is based at Dubai International

Airportit is the largest airline in the Middle
East.

The airline is amongst the top 10 carriers

worldwide interns 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,state owned organization and

employing more than 40,000 people. Emirates
Airline operates 2000 flights per week.

INTERNATIONAL
MARKETING
Emirates 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 sponsors major sporting

events and clubs in the world .

THE 4PS
Incase of Emirates airlines, the

marketing mix consists of 4Ps which

include Product, Price, Place,
Promotion,

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

PRICE
The 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. Of course 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

instance a 2A.M flight to London from Dubai will be
cheaper than the morning flights.

PLACE

Emirates 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

PROMOTION
The airline promotes its brand through various internet
and television advertisements along with sponsorship
programs for major events, especially sporting events.

Emirates corporate communications budget is nearly 200 millions

including sponsorship, advertising and public relations.

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

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 worlds 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.

Strengths

Emirate flights cover almost the

whole world including its six
continents.

Emirates have the major aviation

share of 39 % in Asia Pacific
continent.

Low emissions and environment

friendly practice is being claimed.

For the first time ever digital

windscreen system was introduced

by emirates.

Weaknesses
Oil prices are increasing throughout the

world and the huge companies like

emirates should tackle through this type of
situations but emirates couldnt cope with
it and their profits were eaten up.

Well paid labor will give double output

than it is giving currently, so labor policies

needs to be revised for further onset.a

have become ally to the

Emirates
Opportunities
global airline alliance.

Company can expand itself in other

regions of Asia pacific for the

betterment of its whooping profit as
well as the hosting countries,
spreading positive market throughout
the region.

The business ventures like Disney

land is attracting international

communities towards Dubai using
Emirates airway as their first choice,

Threats
As Emirates is state owned property, and
is at the edge to be affected by the
government policies. So this may threat
its working at any stance.

Company has been enjoying a major

share in the last decade but it can easily

enter into shambles, if it relaxes a bit as
there are a number of competitors in
airways business.

CONLUSION

Thus I conclude by saying that emirates

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

Emirates Airline has created a very strong

brand imagewith the help of its
outstanding services and the speedof its
growth is the fastest in the world.