Consumer Tendencies: Case Study Of Emirates Airlines

Emirates Flight group has started its 1st routes out of Dubai with only two plane in 1985 by the Govt. of Dubai and it was supported by the originator of Germania (German Airline). Emirates air travel had started their functions with flights to Mumbai and Karachi and then followed by Delhi in September. These days the industry is measured to be always a subsidiary on the Emirates Communities which is headquartered in Dubai, UAE. The group has got diverse recognitions and in 2007 Emirates was noted to be the eight-largest flight in the international software industry in conditions of intercontinental individuals being accepted and also renowned to be the fifth-largest in the global market in accord with the organized international passenger-kilometres flew. Emirates group is also famous for being one of the only five air travel industries that functions in the full total wide-body airplane sense. Emirates has made consistent extensive announcements with allusion to the near future projection of its existing state-of-the-art fleet.

Emirates Airlines is one of top six airlines in the world to truly have a 5-star score from Skytrax, along with Singapore Airlines, Eithad Airways, Emirates Airlines, Qantas Airways, Uk Airways, Cathay Pacific. Emirates functions more than 700 each week plane tickets to over 100 areas in 60 countries throughout the world with ongoing expansion, plane tickets departs from Dubai to six continents with international standards of services. In '09 2009, Emirates Airlines taken nearly 40 percent of all the flight movements in and from the Dubai International Airport, and we wish to take this market show to 70 percent by 2010 without the compromise on quality and repute.

Emirates First Class

The International Emirates Airlines First Class has their own safe haven in spacious personal suites, each capable of with an electrically controlled sliding door, an individual mini-bar, changeable ambient lamps, and its particular clothing collection, mirror and vanity desk.

All the seats have a built-in massage therapy system, with modifiable pace and durability. Our Emirates A380 and B777 staff will renovate your seats to a fully flat foundation with a mattress, so you can reach at their destination comfortable and rejuvenated. Each suite in the A380 and B777 has a 23" tv set screen, allows their customer to check out over 1, 200 on-demand training video and audio channels of our honor winning ice Digital Widescreen entertainment system including Hollywood and Bollywood movies and also other Arabic movies as well and live programs as well. The isolation partition separating the adjacent suites in the middle string can also be lowered, allowing the clients to share the knowledge with their trip accompanying person.

Dine-on-demand portion of food service, allows the customer to order from our a la carte menu any time they need. Making their understanding of the Emirates A380 and B777 really exceptional, they'll be treated to the wonderful service from our honor winning multilingual staff participants from over 100 countries.

Emirates has launched a very top quality onboard shower Spawhich in the history of aviation, is the very first time one can produce an revitalizing bathtub at 43, 000 toes. Which is located on top of the deck of the Emirates Aircrafts and there are two elegantly designed onboard Showers for our 1st Course customers. Which bring all customers at their destinations refreshed and revived.

The service on board the Emirates First Class cabins add a social area contain a full-fledged pub staffed with a bartender, a break-out seating area just close by equipped with two couches and bar stools, a full-fledged chef up to speed the airplane and any-time dining. A turn-down service includes the restoration of the seating into a fully-flat bed and an air-hostess making the foundation when the passenger is preparing to rest. Emirates provides this kind of a complete new aspect of luxurious air travel with their customers with a superb service.

Emirates HIGH GRADE attribute mood lighting on the Airbus A330-B777 with light techniques correspondent to the time of day and airfare situation.

Impact of External Influences

In this time of rivalry, indulgent the consumer is very important for marketers. Consumer needs and personal preferences are constantly varying, given the changes in factors like their demographics and standards of living. These changes may bring great business opportunities for attentive marketers and threats for marketers who fail to become accustomed. Consumers obtain, devour, consume and dispose off the merchandise and services created by organizations. They went through lots of cognitive and behavioural procedures whilst making their purchases and spending decisions. The knowing of how they make a decision using one brand as a substitute of another and what factors affect their decision-making so essential for marketers, not only to provide to the existing needs of their consumers but also to prepare for his or her future needs as well. This information is also vital to make a variety of business decisions associated with product development, presentation, pricing, distribution, marketing promotions, communication, etc.

Consumer Behaviour helps to comprehend the internal variables like desire, personality, belief, learning, and attitude, and external variables like reference groupings, family, social category, and, culture, and their impact on consumer decision-making process.

Consumers are confronted with many external influences, including an individual's culture, subculture, household structure, and groups that he affiliates with. Marketers and companies call these external influences because the source of the impact comes from beyond your person somewhat than from inside (which would be inside, or psychological, influences). Additionally you could refer to them as socio social affects, because they evolve from the formal and casual relationships, the average person has with other people.

Clearly ours airline Emirates's FIRST Class is an luxury portion service which organizes to the needs of high class executives who want to fly with their destinations not only the ordinary business category but want an experience which is even more luxurious than the business enterprise class. We organize to their needs in the best way possible.

We more than just a airline, we host one of the most luxurious & coziest services available, our company is just 1 of the only 6 airlines on earth which enjoy a 5 star rating by SKYTRAX.

But still we have regularly under-performed from our capacity and are working into losses constantly into deficits from last 24 months.

This is a serious issue which needs a timely monitoring to counter the increasing red lines on the balance sheet.

Consumer behavior can provide an insight of the problem by applying the many theories to the challenge. As ours is a provider company, consumer habit becomes completely more important as one can attract a great deal of conclusions by simply studying the psychology of the customers and the fantastic problems can be countered in a effective way.

Behavior of any customer comes from by quite simply two factors:-

external factors

internal factors

though the internal factors are totally in charge of an individual and are hard to control, but still they can be managed by looking after the exterior factors which themselves directly affect the consumers buying decisions.

So that`s why we have to have a close go through the external factors that influence consumer behavior

In the section below:-

Global & National culture:-

Culture:-

The definition of culture offered in one textbook is "That sophisticated whole which includes knowledge, belief, skill, morals, custom, and every other capabilities and practices bought by man person as a member of population. "

http://www. consumerpsychologist. com/cb_Culture. html

According to the above mentioned definition we will discuss culture in various ways.

The group of basic values perceptions, desires, and behaviours learned by a member of contemporary society from family and other important organizations. Culture is the standard cause of someone's wants and behaviour. Every group or culture has a culture, and ethnical influences on buying behaviour may vary greatly from country to country.

Sub Culture :-

A group of individuals with distributed value systems based on common life encounters and situations.

Each culture has smaller sub ethnicities a group of individuals with shared value system based on common life activities and situations. Sub culture includes nationalities, religions, racial group and geographic areas. Many sub culture make up important market segments and marketers often design products.

Culture is a challenging concern for most marketers since it is intrinsically imprecise and often difficult to understand. You can violate the social norms of another country without being up to date of this, and folks from different civilizations may feel uncomfortable in the other person existence without knowing exactly why?

So we can recognize that how this factor can play an important role in bringing in customers if deal with efficiently.

For this our company has recently ready by offering 5 legend services which is recognized by the SKYTRAX firm and this can become our USP if promoted sensibly. As our Emirates First Class is an elite school service so we need to make specially according to the routes which it runs like Dubai-London air travel will keep themselves up to the client expectation by replacing their air travel services based on the demographics of the travellers traveling.

We`ll have to serve to the needs & goals of the travellers who belong to the different nationalities like mix of different nationals by retaining the standards this can be done by taking awareness of the cross cultural factors under consideration and have to check all the options which bring these dissimilarities clear from the business enterprise viewpoint.

Family & Household Influences:-

A major factor that affects one`s choice of the services is his family & home income. These factors may include the perception in regards to a service which may be same for the whole family & the entire may think of something as compliant to their requirements & representing family status or not.

This also makes an chance as if one influencing member of the family is persuaded about the service then whole family may become a person.

So a great deal of prospective lies in this factor if purpose professionally

For this we may promote our service by:-

Being a sponsored at charity occurrences as higher course folks have a good attendance at such occasions.

We can take events of considerable show-buzz as that will help a lot to promote the service.

Like we have to sponsor or put our big contribution in the International Basketball and Cricket matches and Emirtes be the state airline of the primary events in the world. This will creat a great buzz in the culture and at the same time a sample of the service can be given to plausible customers.

Opinion leaders:-

Opinion leaders are one who can be of great help as they lead a lot of individuals, and their supporters either uses them blindly or they influence their enthusiasts decision compared to that extent that the likelihood of the follower eating that product becomes high. So if we can ensnare these judgment leaders we a gain a whole lot on consumer basic.

So we can achieve this by asking for review of critics of lifestyle publications that are read by upper-upper class this can influence decision of your lot of supporters.

We may Increase this in so doing that some top level executives of some companies can even be asked to travel as their peer group can be influenced by this.

Reference Group:-

As for as reference point group is concerned, these are people with one will come in contact based on his/her conversation in lifestyle. This discussion may be frequently like viz. Family, work group, good friend group, etc. OR over a less regular basis like shopping group, virtual group, consumer action group, etc.

A lot of customer platform can be gained if handled guide group properly since person comes in contact with persons from various aspects of life in his/her reference group & his decision making depends upon this reference communities.

Like on is most influenced by family & friend group & often if someone in these group appreciates the service the buying decision can absolutely golf swing in favour

To understand this as talked previously event sponsorship & some personal situations can be of great help, as well as doing corporate and business coping with companies can be of great help as this can start the hype in the corporate group and help find the support of the reference teams.

Income & Social Groups:-

Income group aren't of much concern as this is something in luxury course & one who can afford it will definitely not give a much considered to the price then & so not much to consider in this section.

Almost every modern culture has some type of social structure, public classes are society's relatively long lasting and ordered divisions whose members share similar principles, interests and behaviour.

Social group are of concern absolutely as they are normally inherited & impacts a lot how you will distinguish the merchandise & this communal class also becomes the reference point group & a product's likelihood to get a boost from person to person publicity increases. Put into that are some features just like a whole class may give choice to a certain product over the other & this is of great benefits.

To accomplish this same high culture events can be considered a good place to promote, at exactly the same time if we can pick up some personal functions of top quality culture people will also help.

CURRENT Setting BY EMIRATES AIRLINES

POSITIONING BY PRODUCT Qualities AND BENEFITS

Emirates Airlines is Dubai leading luxury airlines. Emirates airlines are expected to provide customers luxury and comfort as each aircraft complies with the sophisticated and global technological standards so as to feel just like a king of memories, touring in air for having an experience of life span. The extremely high encouraging characteristics of Emirates Airlines that has made it a classic world-class airline, are its peaceful and stunning atmosphere with very comfortable seats. Further to add on is its air travel entertainment system and its own interesting and vibrantly outfitted, professionally trained, multilingual staff and incredibly friendly staff, the comfortable seating, regularity of flights and the overall extra quality service makes the Emirates Airlines most accepted and promising in all over the world.

In a short span of time Emirates Flight has engraved a place for itself. The air travel offers a number of unique services to its customers. These include: personal valet at the air port to assist in baggage handling and boarding, followed with refreshments and music at the international airport, audio and training video on-demand, with extra-wide customized screens in the aircraft and three-course gourmet cuisine.

Emirates has achieved A 5 Legend status acknowledgment, which means that Emirates Airways has the highest standard of product after going through several stern quality evaluations categories. Fly Emirates delivers high prices of service in on-board and international airport environments. Skytrax also identifies Emirates Airways to be at the most important position for product and service innovation. This honour makes Emirates Airways one of only 6 airlines in the entire world to have a 5 star rating, so fly with Emirates and enjoy the relieve.

Thus Emirates airline offers luxurious services that having a number of qualities that brings more advantages to the customers. They have really small size marketplace and they're aiming to grape it. They normally use bolt from the blue and pleasure setting strategies.

In TV commercial, it is clear that Emirates airline developed the slogan " keep sensing good times". It reflects that characteristics and customer benefits clear in your brain of customers. They were tried to reflect luxuries, comfort and relaxation benefits of customers. Emirates First Class is the luxurious make of Emirates airline. They came up with the ideal of touching appeal in the commercial that truly show characteristics of flight and customer benefits.

SUGGESTED POSITIONING STRATEGIES

POSITIONING BY QUALITY

Emirates Flight frequently uses excellence characteristics to put their brands. One way they actually it is with ads that reveal the image of your high-quality brands where cost, without inappropriate, is known as secondary to the product quality benefits imitative from using the brand.

They have completely very well organized online marketing strategy effectively accomplished. Today, the environment travellers not only wants to visit faster but also be amused. Lately, the Emirates airline launched two initiatives to enhance guest convenience. To begin these is the advantages of the online check in, so a person don't have to wait for long to boarding in a queue, 24 hours before coming to airport which helps you to save lot of the time as well as hassle for their valuable customer. Subsequently Roving Agent at the airport. Rather than waiting around at the check-in counter to acquire their boarding cross, travellers can straight come nearby the security check-in counters. Deployed outside the security check-in area will be airline's Roving Agent, who'll get in touch with guests and check them in by using a mobile digital device and printer.

The quality provided by Emirates is ranked high among all airlines in Dubai. That was the main reason which it covers the marketplace rapidly.

In just over couple of years, after entered in to the Airline market, Emirates Airlines has achieved a market talk about of 40% and has one of the most antagonistic growth ideas for the returning years and focus to get the 70% show of air industry market.

Therefore Emirates First Class must be produce the new setting strategies like positioning by quality. It cannot come up with price positioning since it handles luxury class. But they can increase the quality in the assistance with insignificant increment in fares.

For this our company has recently ready by offering 5 legend services which is certified by the SKYTRAX firm and this may become our USP if promoted intelligently. As our Emirates HIGH GRADE is reduced school service so we require customizing according to the routes on which it operates like Dubai-London trip can keep their specifications up to the client anticipation by advancement in their trip services in line with the demographics of the passengers travelling.

We'll have to provide according to the needs & prospects of the passengers who participate in different nationalities like mix of different nationals by marinating the values this is done by firmly taking contemplation of the mix cultural factors under consideration.

In this strategy our most significant focus on the personalized services augmentation in term of quality regarding to customers.

We can come up with the slogan "fly your own style". It easy reflects offered customized services to customers.

POSITIONING BY USE/APPLICATION

An additional way is to converse a explicit image or position for a brand is to correlate it with a particular use or application.

In today's competitive business environment, the stress on output, cost and efficiency are greater than in the past. Emirates First Class offers you special travel alternatives. Fly in your own ease everywhere, anytime and decide who flies to you in the extreme comfort, safeness and privacy. Be it business or leisure, pick from our selection of business jets and Euro copters and you are secure of the most superb service complimented with the premier safety standards, allowing you to reach your destination stress-free and refreshed.

Key features*

A personal collection with close rest room and shower

Personal & advisable service including VIP, diplomatic and the head of the state flights

Qualified & highly trained and supportive professional crew

Traditionally designed luxurious interiors

Modified service to meet up with the customer requirements -ultimate flexibility

Highly modern technology to meet up with the business needs of the clients in a convention room

Separate sections for guests and staff

To maintain all these characteristics at a higher brand recall principles we will release our campaign with a central tagline of

"Paradise onboard; Fly with Pegasus"

POSITIONING BY PRODUCT

We will focus on the service that people will make available to the customers which regardless of being a 5 star scored can gain on customer basic by focussed on the demographics of passengers boarding on the road and then customizing our services.

We will come up with the slogan

Paradise onboard; Fly with Pegasus: "Fly your own way".

It straightforward reflects offered custom-made services to customers.

POSITIONING BY PRODUCT CLASS

Frequently your competition for a specific product originates from beyond your product class. For example, luxury airlines compete with other economy airlines.

In this type of setting strategy, the business will come up with the model of influencing the client to use air travel services. The business is totally focusing on market of high segment course customers. For these focus on customers, price factor is no problem. They normally influences by status.

The Emirates First Class provide customers a higher class position in society. To manipulate new customers, the business tries to attach name of the customer with luxurious aircrafts. Thats why Emirates Airlines currently operates with a brand new fleet of Airbuses and new aircrafts. Emirates will increase their fleet with the admittance of 15 new aircrafts, 4 Airbuses A380s and 11 Boeing 777s this year 2010. In addition to this Emirates has an idea to bring more 146 aircrafts in pipeline, 50 more Airbuses A380s, 21 Boeing 777s, 5 Boeing 747s and 70 Airbuses A350 XWBs plus 50 more options on the way. Also Emirates having number of awards that induce it strong brand value in the market.

The company must be retailing its brand image on the market by new setting strategy by product school.

We will come up with the slogan

Paradise onboard; Fly with Pegasus: "because school can't be compromised".

POSITIONING BY COMPETITOR

Competitors might be as important to setting strategy as a firm's own product or services. In today's market, an successful positioning strategy for something or brand may concentrate on explicit challengers.

The biggest competitors, throughout the world are

Singapore Airline

British Airline

Etihad Airline

Qantas Airline

Lufthansa Flight etc

For this type of positioning, the company can be centered on Dubai attractions for their business and catch the attention of the customers across the globe to emphasise on the service and quality. Emirates should have to give attention to the high-class customers that have their own businesses. For example the majority of the restaurants and hotel business are concentrate in this plan for emotional charm towards nationality, like Arabic Foods Restaurants, Italian restaurants, Asian food chains etc.

The other strategy could be that the business can tie-up with international hotels and resorts because almost all of the hotels provides airline services as their services to customers. The company must give prominence on that. It could get our practical clients.

We can come up with the slogan

Paradise onboard; Fly with Pegasus: "because sometimes poleis arrange themselves with the couple of wings".

Critical Reflective Writing

From this job, it has been a enormous learning experience. I've learned a whole lot about, a variety of this which are different from theory but still the purpose of the theories learned in the classrooms. The job has helped too much to come across the true brainstorming progression which requires us to believe too much to use our space to market our product and the constraints of the brand setting, resources offered by your lay out, etc just add to the problems.

But still it's been a great satisfaction to work on the job and has favorably helped us to brush our skills in neuro-scientific marketing.

The trouble of using the perception of consumer behaviour was a real hard-hitting assignment given. You could have the constraint of luxurious services where you have to monitor the base lines that you not in error make the product feasible to everyone or even market it as one as then you will loose the clients who take satisfaction in the position of the service provided. Which means you will have to keep your eyes available to it.

Then there was a good constraint of placing strategies to be followed under the the policy of setting by price & quality to be followed in this case.

Also the limitation of resources was a great way to obtain learning as this can help us learn that how in real life, the strategies are always governed by the restriction of resources and particular intrinsic liabilities & constraints linked with the product itself.

Generally it has been a great learning experience, has helped a great deal by giving us a nagging windows into the real corporate and business world & the real life problems confronted by the marketing fellas sitting behind the a glass walls of the corporate offices.

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