The paper "The Emirates Airline Marketing Strategy " is an outstanding example of a marketing case study. Asia-Pacific region is mainly a low-cost segment thus the need to focus on passengers who are interested in low-cost fare and those that are driven by the quality of service. In the Asia-Pacific region, there are a number of low-cost airlines that compete for a wider niche. Some of these airlines include Virgin Australia, Malaysia Airlines, Singapore Airlines, Air Asia, and numerous other airlines. This validates the need to segment Asia on costs as well as the quality of services. Types of marketing Sponsorships Emirates airline has not only been committed to sponsorship in the United Arab Emirates but also in other parts of the world.
The airline has a long history of sponsorship stretching from 1987 when it sponsored the first powerboat race in Dubai. As a marketing strategy, sponsorship presents an opportunity for Emirates to connect with target customers. His Highness Sheikh Ahmed bin Saeed Al Maktoum, the airline’ s Chairman and Chief Executive believe that sponsorship permits Emirates to share and support interests of the passengers as well as tighten the bond between the airline and the passengers (Emirates, 2014). Cognizant of the fact that football is a global sport; the Emirates acquired sponsorship rights with governing institutions and football clubs.
By sponsoring FIFA, Emirates has been able to connect with global fans through the FIFA World Cup, the FIFA Women’ s World Cup, and the FIFA Club World Cup (Clark, 2011). The airline has further registered its presence in Asia by collaborating with Asian Football Confederation. In Europe, Emirates sponsors AC Milan, Real Madrid, Paris Saint-Germain, and Arsenal.
Besides, Emirates signed a naming rights deal with Arsenal Football Club to name the new stadium as the Emirates Stadium (BBC, 2004). An eight-year shirt sponsoring deal starting from 2006/07 was also signed. Other sports supported by Emirates include rugby, tennis, motorsports, horseracing, golf, cricket, and sailing. Apart from sports, Emirates has shown a commitment to the development of arts and culture around the world. The airline has collaborated with Emirates Airline Festival of Literature, the Emirates Airline Dubai Jazz Festival, the Dubai International Film Festival, and other institutions to promote the economic and cultural development of UAE (The Emirates, 2014).
There is no doubt therefore that sponsorship is critical to the success of Emirates airline marketing strategy. Product Emirates airline is always improving the design, technology, and quality of its fleet in order to meet the changing needs of customers. Currently, it is among the companies that operate the youngest fleet in the world. To ensure that customers are comfortable, Emirates Airlines constantly upgrades the aircraft. The Emirates A380 is one of the latest fleet operated by the airline. The First Class of the airline has private suites and shower spas while the Business Class is suited with flatbed seats.
In the Economy Class, there is an extra room and custom lighting. The entire aircraft as well as inflight Wi-Fi. It is therefore apparent that Emirates A380 has features that are similar to a private jet. Besides Emirates A380, the airline runs Boeing 777-300ER, Airbus A340-500, Boeing 777-200LR, and several other aircraft (Emirates, 2014). The design of all Emirates fleets is such as to offer superior flight experience to all customers.
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