Read the paragraph and answer the following three questions according to the par
ID: 378040 • Letter: R
Question
Read the paragraph and answer the following three questions according to the paragraph.1)explain how Emirates’ marketing strategy has been successful in creating a positive brand image with current and potential costumers. 2)Classify the IMC tools used by emirates. 36 Part1 THE IMCFOUNDATION CASE 2 EMIRATES: TAKING THE IMC ROUTE Emirates brand name is on all official World Cup puicn n October 25, 1985, Emirates flew its first routes out of Dubai with just two aircraft-a leased Boeing 737 and an Airbus 300 B4, Emirates'Emirates publishes three in-flight magazines in focus has always been on quality sather than quantity,and in the years snce tuking those first small steps onto the regional travel scene it has grown to become a major player in the global airline industry Eminates has never had less than 20per- cent annual growth, and it has generated a proft every year It now has one of the fastest-growing and youngest fleets in the arine nastry Theaelne scorm med to ome ng its custom- ers the highest possb it has earned more than 400 awards for excellence worldwide ordero reach readers during their flights Emirates' onboard entertainment ty and variety and enabling the airline to show passenge commercials about it latest offers, partners and services entertainment system has been high recognized as a market leader, winning awards for its qu Passengers are encouraged to doute to the f ine Foundation, which seeks to improve the quality of the ren life of children, regardless of their culture, religion geo graphic location or political boundaries ble level of professional flight services, and Companies have paid close attention to the IMC approach Today, markets are cluttered with different advertising mes- The Emirates has an official retail Web site from sages. Fragmentation of media and consumer markets,as well as recent developments in mass communication technologies such as the Intemet and smartphones, has meant that new The airline is proudly marketing methods ane needed to ensure the consistency and the effectiveness of messages targeted to various audiences Emirates has embraced the IMC concept, which has enabled it to achieve an excellent market position and a positive image n the minds of its customers The following examples demon- strate how Emirates use different promotional t mige its message exposure rate which cus tomers can shop for Emirates-related merchandise and have it delivered to their doorstep tainable strategy that aims at protecting natural esources and reducing air pollution. Emirates is active in large-scale industrial recycling efforts and, more important, in select- ng the most fuel-efficient aircraft. Emirates use a variety of marketing communication tools tools to maxi- in an integrated way to deliver one message about the high quality of its services. It uses television commercials, print advertisements, sponsorships charitable foundations in-plane advertisements, Internet marketing, and trade promotion All o these communication tools have helped Emirates to appeal to * Commercials and print advertisements in major media and aircraf highlight the airline's new products, routes, and aircraft For more than two decades, beginning with a boat race a large number of travelers all over the world and to create a in 1987 in Dubai, Emirates has been a committed spon- sor of both regional and international events. His High- Ps ness Sheikh Ahmad bin Saeed Al-Maktoum, Chairman of 1. Explain how Emirates' marketing strategy has been su Emirates, sees the importance of sponsorship activities in the airline's marketing strategy. He believes that sponsor- ships are the best way to get in touch with passengers 2.Classify the IMC tools used by Emirates and to build a close relationship with them, Emirates 3. Emirates flies all over the world Should Emirates modify it is currently an official FIFA partner. The airline holdsmsas and channels according to where it advertises the rights to all FIFA events from 2007 to 2014, and the soid positive image about its services* cessful in creating a positive brand image with cument and potential customers Explain IMC allows Emirates to ensure consistency of message across many marketing methods Scanned by CamScanner
Explanation / Answer
1) - Emirates is touted as one of the best airlines in the world, all it has achieved is due to proper planning and using right touch points at the right time. Although it has focused on the quality of the service what they have provided, it is their marketing strategy, which has helped them in staying afloat in a market, where competition is cutthroat and margins are thin.
As Explained in case emirates had showcased itself in the right amount of exposure to it target audience at the right place, which has enabled it to promote its brand to next level. As per the marketing strategy of Emirates, they want to give world-class services, which they promote by advertising the in-flight services and perks of being an Emirates customer. Secondly, by sponsoring mega-events like world cups, they are connecting with their base client and always giving a constant reminder of the brand.
2) - There are 6 IMC tools
1 - Advertising - Emirates sponsors many events, plus it also runs TVC's and Print ads in their growing and new markets
2 - Sales promotion - Emirates has an annual sale of the tickets on major international destination.
3 - Direct Marketing - Based on the preferences and travel history, Emirates suggests and does direct sales to new routes. They also have magazines in aircraft which has products for sale.
4 - Publicity/PR - They have contributed to the environment by giving them fund and using fuel-efficient aircraft to leave a lesser carbon footprint.
5 - Internet marketing - they do send mailers to existing and new customers about information of sales promotion, new routes, new service etc, plus they do have a website which is interactive in nature and helps a customer choose the right product for themselves. They have a retail website for emirates merchandise.
6 - Personal selling - They have loyalty program Skywards, where once you register you would get personalized products from Emirates.
3) Emirates is more of a global international Airline, which has a minuscule domestic operation, it invests in new aircrafts and new routes. I personally feel, that Emirates should use different marketing strategy and messages, where it wishes to advertise. For instance, advertising in a western country and Asian country would be completely different, where there would be different aspects which would come in between and would be distinguished. Emirates can follow what Lufthansa is doing, in India, they are portraying themselves as more"Indian than you can think", it is showing cricket, Indian food with a hint of the cultural mix. This helps in touching customers touch points. This type of campaign would help Emirates to grow at rapid pace with the rest capabilities that airline has.
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