Read paragraph and answer the following three questions according to the paragra

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Read 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. 3)Emirates flies all over the world.Should Emirates modify its messages and channels according to where it advertises? Explain. 36 PartTHE IMC FOUNDATION CASE 2 EMIRATES: TAKING THE IMC ROUTE Emirates brand name is on all official World Cup puticn order to onto the regionalEmirates' onboard entertainment system has been high ty and variety and enabling the ainline to show pasnge n October 25, 1985, Emirates flew its first routes out of Dubai with just two material aircraft-a leased Boeing 737 and an Airbus 300 B4, EmiratesEmirates publishes three in-flight magazines in focus has always been on quality sather than quantity and ireach readers during their flights the years snce taking those first small steps travel scene it has grown to become a major player in the global airline industry Eminates has never had less than 20 per- cent annual growth and it has generated a profit every year. It now has one of the fastest-growing and youngest fleets in the. recognized as a market leader, winning awards for itsu commercials about it latest offers partners and services ailine industry The ailine is commited to offering its customPassers are encouraged to donate to the Emirates A ine Foundation, which seeks to improve the quality of the life of children, regardless of their culture, religion geo ble level of professional flight services, and ers the highest possib t has earned more than 400 awards for excellence worldwide. graphic location, or political boundaries al retail Web site from which cus tomers can shop for Emirates-related merchandise and Companies have paid close attention to the IMC approach mes- as well t advertising delivered to their doorstep as recent developments in mass communication technologies, av such as the Internet and smartphones, has meant that new marketing methods are 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 . The airline is proudly developing an environmentally sus- tainable strategy that aims at protecting natural resources and reducing air pollution. Emirates is active in la-sae industrial recycling efforts and, more important, in select- ng the most fuel-efficient aircraft. in the minds of its customers The following examples demon- Emirates use a variety of marketing communication tool strate how Emirates use different promotional t mice its message exposure rate 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 Internet marketing and trade promation All d these communication tools have helped Emirates to appeal to * Commercials and print advertisements in major media advertisements t tes, and aircraft highlight the airine's new products, rout For more than two decades, beginning with a boat race a large number of travelers all over the world and to create a n 1987 in Dubai, Emirates has been a committed spon- sor of both regional and international events His High ness Shelikh Ahmad bin Saeed Al-Maktoum, Chairman of 1. Explain how Emirates' marketing strategy has been suc 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 holds the rights to all FIFA events from 2007 to 2014, and the solid, positive image about its services cessful in creating a positive brand image with curment and potential customers messages and channels according to where it advertises Explain Ctullates IMC alows Emirates to ensure consistency of message across many marketing methods Scanned by CamScanner

Explanation / Answer

Emirates marketing strategy has enabled it to grow rapidly in the airline industry. Emirates is a fine example of huge investment and huge return.
Some factors which played important role in development of market for Emirates are as follows.

Financial condition

Emirates has a very strong financial background as it is funded by the government of Dubai. From providing world class services to maintaining the economy class Emirates has always been very advance as they have proper resources to implement the changes.

Branding

Emirates has been very successful in projecting itself as a premium brand. Game created their very strong International image. There inflight entertainment system is one of a kind and it directly increases the passenger satisfaction.

Operational structure

Emirates has a totally different operational structure by putting the customer demands in the priority. They don't look for the cheaper resources but they implement the best available sources as well as components in their airplanes and the flight services.

Emirates has done Integrated Marketing Communication at a very wide skill to create their own. There advertising policy has been very effective for creating a specific brand image. Domain strategy for involving IMC is to getting embraced by the customers. Most of the network switch are used for the advertisement are internationally captured. Television as well as internet are there main source of advertisement which has created a very positive brand image of Emirates in eyes of the customer.
There think global policy has been very widely effective by providing quality International Services and Advertising it as one of the core strength of the emirates IMC.
By consistently providing Quality Services to the customers Emirates has built strong brand identity and the line of keep discovering describes the philosophy of travel. They always do remarkable things to make the customer experience better and also focus is on engaging the customers buy effectively using the website www. Emirates.com to specifically provide their brand experience.
active participation as well as different promotional events in which the customers are directly involved are also the main strategies of emirates for the integrated marketing Communications.
Veer Ras iMC tools which are used by Emirates includes sponsorship, advertisement, commerce public relations as well as supportive Communications.

Emirates has been delivering their companies main motto of keep exploring to each and every part of the world. This is specific message is itself enough to give an idea of the companies motive as well as service provision towards the customer. Integrating this message with the c companies brand name, over level of satisfaction widely increases which helps a customer to choose Emirates as the main service provider.

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