Emirates Airline - Consumer Behavior Research Paper

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- Airlines have created a loyal following of customers both with their customer experience and revolutionary rewards program and debate what makes their program so great.

Emirates airlines are offering revolutionary reward programs to attract customer’s loyalty. Its award winning frequent flyers programs costs nothing to join. Emirates Skywards membership gives customer the chance to earn these rewards by continuously travelling using the airlines and spends these miles with them and also a wide selection of partners. It enhances customer’s experience of travelling with many benefits and services which makes their trip extra rewarding. These benefits includes flight rewards which starts from only 15,000 miles and the customers can also fly anywhere on the network of Emirates. Emirates also providing customers a choice of reward tickets in every class of travel. Customers can also spend their miles with Emirates partners in hospitality, car rental, spa treatment, luxury hotel suits booking, finance and etc. Customers are provided with extra flight rewards on spending miles with their friends and family. They offer no blackout dates to their customers which means customers’ flight will not be cancelled under any circumstances.

Furthermore, passenger can upgrade to a higher class of seating online for example, passengers can upgrade to an economy class to business class. To maintain customer’s loyalty they offer first flight bonus to their passengers. Passengers can upgrade ticket eligibility as late as six hour prior departure. The Emirate reward programs consist of four tiers which are Blue, Silver, Gold and Platinum. Blue is the lowest tier and Platinum is the highest tier. With each tier having added benefits as you go up to Platinum. These are the rewards offered by emirates to maintain its customer loyalty and enhance customer experience.

- If you are the marketer of famous airlines. Critically discuss the market segmentation, targeting and positioning that you will use in segmenting your market for your airlines.

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At first we must understand the meaning of positioning from a business point of view. Positioning in marketing is the ability of a marketer, company or product to capture or even impose a certain image of the company and its products or services in mind of the intended consumers, in order to compete with other brands and having certain rank in the market. In the airline industry, same as in the case of any other industry, gaining the trust of consumers is needed or else, shifting to other competitors will definitely occur in the end. Knowing your target group will surely make the process of market positioning become easier. Having a slogan or logo for the company or the product will capture the consumer’s attention and helps to convey product information much faster. We have many examples of companies, which used market positioning to let consumers know about them. Best example for using market positioning as a successful strategy is that of Apple Inc.

To position yourself in current industries you need to focus on giving innovative and creative ideas and services in which other competitors are not aware of it or practicing it in better way. For Emirates airlines to maintain itself as a premium airline, they are taking this industry to the extreme by adding unbelievable services such as, shower spa and private suites that makes traveling by plane much easier and fun, they are making long journeys with more than ten hours flying feel very short. Moreover, focusing on advertisement through media is very important; to let the target customers know what differentiates them from other competitors. What Emirates airlines is doing with Celebrity Endorsements in influencing customers; not only this, but also Knowing the right location and time to advertise the flights is necessary too, and it all depends on your target customers, for e.g. people generally like to travel to be with their family on occasions like Eid or Christmas, and they are even willing to pay premium fares during that time. Setting an image in the minds of customers that the airline offers reliable, high advanced service that facilities all travel procedures to all the destinations around the world, will draw more customers. Another successful way to position you as a premium airline is to concentrate on giving a specific message about the company or the services offered to the target audience. For example, you have to bank on human perception that expensive items means they are much more reliable and trustworthy, same can be said for the premium fares charged by the airlines. Emirates are taking this under consideration because they are offering a significant travel experiences.

Conclusion

So this is the reason why price is so higher for a suite than for economy and that is how the feelings of people on economy get affected. Everyone cannot afford the suites so they go for an economy class mostly the students because they don’t want to spend a lot for their comfort level in flight. But the comfort level of economy class is best as compare with other airlines that’s why most of the people choose emirates as it is highly rated airlines.

Reference

- Emirates. (n.d.). Retrieved October 19, 2015, from The Emirates Group: http://www.emirates.com/us/english/skywards/about/spending-miles.aspx

- Emirates: First class private bedroom for Airbus A380, Boeing 777. (n.d.). Retrieved October 19, 2015, from

http://www.ausbt.com.au/emirates-airbus-a380-boeing-777-first-class-private-bedroom-launch

- First Class Cabin Features | Cabin Features | Emirates United States. (n.d.). Retrieved October 14, 2015, from http://www.emirates.com/us/english/flying/cabin_features/first_class/first_class.aspx