Positioning strategy of Emirates Airlines
Emirates Airline is the official carrier of the United Arab Emirates’ emirate of Dubai, which was founded in October 1985. Emirates is the world’s largest airline and one of the world’s fastest-growing airlines, with a network that spans the globe. Emirates operates a vast network of services throughout the Middle East, as well as to Africa, Asia, the South Pacific, North America, Europe, and South America, from its headquarters at Dubai International Airport. It is critical to study Emirates Airlines’ effective techniques and positioning choices to comprehend the key to their success.
First, let’s watch one of Emirates Airlines’ commercials to find their target audience.
To do so, we will watch one of their most popular commercials.
The whole idea of the advertisement is to highlight the level of proficiency of the Emirates airline. However, the company did not concentrate on the technical features too much. Instead, to influence their customers’ choices, their content appeals to emotions.
First and foremost, the fact that Jenifer Aniston, one of the most well-known actresses, is included in the commercial as a constant customer of this airline says a lot. Then the casual conversation between her and a small boy who was dreaming of becoming a pilot of “this exact airline” (as he had highlighted several times) appeals to the audience’s emotions.
We should also pay attention to the visuals in the video.
We all know that business classes of any plane have privileges compared to the ordinary ones. A person can literally feel like they are at home while on a plane. Taking a shower on the plane, having a personal small room (business class), and other convenient features on the plane are things all of us want to experience. The flight itself feels like you are already somewhere else, in another country, enjoying your holiday.
Besides the design and the aesthetics of the plane that the audience gets a chance to observe, we can also see how seriously the employees take their job.
Moreover, we all know how difficult it is to travel with small kids. Nothing is interesting for them in usual planes, and most of the time, they either cry or bother other passengers. And guess what! Emirates airlines have various solutions for that; kids can play video games, walk all around the plane and even watch some cartoons. Isn’t that lovely?
Thus, based on the characters that we saw in the commercial, we can say that this company targets an audience with characteristic features of Balancers.
What do we know about Balancers?
Balancers are outgoing, upbeat, and ambitious individuals who strive to make the best of any situation. Balancers always attempt to balance their lives, and how this causes them to feel guilty is a stunning insight into them.
When they are at work, they feel bad because they are not at home with their families; when they are with their families, they feel guilty because they are not at work. They feel bad for not spending time with their lover while with their pals. This creates a lot of stress in their lives.
They like a challenging existence in which they are open to new experiences and enjoy diversity. They are drawn to the numerous sides that life offers, and they will go out of their way to pursue these facets.
Despite their want to try new things, they are somewhat anchored by their control needs. They want to be in charge of the many resources they require. Their unpredictable and hectic existence provides them with a feeling of security and stability.
Almost all Balancers believe that one should always be loyal to oneself. They’ve gone through a lot and refuse to deceive themselves or others. Honesty, as well as remaining real and grounded, is a fantastic way to proceed.
Hobbies aren’t something Balancers have a lot of time for. They are either at work or caring for their family all of the time. As a result, when they take time for themselves, it is generally concentrated and brief. It involves family skiing, hiking and cycling). Golf, for example, would be an issue since it takes them away from their families during ‘family time.’
When and if feasible, they attempt to exercise. They all believe that having a healthy lifestyle is crucial. They don’t always have time to focus on themselves, but they do their best when they do.
Marketing strategy of Emirates airlines.
Emirates airline’s goal is to turn Dubai into a popular aviation hub that will eventually serve as a significant international long-haul hub. It offers an alternative to classic European airline hubs such as Heathrow Airport in London, Charles De Gaulle Airport in Paris, and Schiphol Airport in Amsterdam (Amsterdam). The airline extensively advertises Dubai as a destination, giving discounted accommodation rates and information on events such as the Dubai Shopping Festival in the hopes of attracting more visitors to the city. Emirate’s airline has added new routes and destinations, particularly in UAE tourism, to increase the number of tourists.
Problem Removal.
The airline organizes roadshows and press conferences to announce its arrival in a new location. These events allow travel agents, tour operators to learn about Emirates’ new routes, vacation packages, and other promotions that can benefit the airline.
This corporation has been shown to engage in ‘aggressive’ advertising to grow its market share. The corporation markets itself with some phrases to make the best client attraction feasible.
This company’s tactics are targeted at guaranteeing that various difficulties about the business environment have been exploited. “Fly Emirates” is one of the company’s branding slogans. Dubai has provided Emirates Airline Company with a one-of-a-kind setting to advertise its commercial activities.
Airlines like Emirates have contributed to Dubai’s prosperity as an intercontinental hub.
Following the launch of a new route to China’s economic metropolis, Shanghai, the airline now provides customers with the opportunity to explore the country’s political and cultural epicentre. Because it is China’s most historically significant city, with a legacy spanning over 3000 years with marvels such as the Forbidden City, the Great Wall of China, and the Ming Tombs.
Social Approval
Emirates Airline has also adopted what is known as a “global aviation strategy” in its marketing. The organization has succeeded in the worldwide market because of this marketing technique. The “Dubai International Airport” has evolved tremendously over the last one and a half decades to become one of the world’s most important aviation hubs.
The business worked on “unveiling the facility that gives a breathtaking 360-degree panorama and is the first airline lounge in Australia capable of boarding passengers directly to the aircraft, including the upper deck of the Airbus A380” at the “Brisbane International Airport”.
This provides convenience to clients, and as a result, it is a significant achievement, particularly in delivering quality and more excellent value to customers in contrast to other organizations in the market.
A variety of steps have been taken to ensure that the feedback provided by clients is received by the company’s management. These comments might be in response to various difficulties that develop in the firm and are either directly or indirectly related to consumer satisfaction.
Another technique used by this corporation was to develop a global campaign called “Kids Go Free,” which was a huge success. Under this program, two parents can travel with two children under the age of 16 without paying for them.
Message Strategy.
Next, we will analyze one of Emirates airlines Instagram posts.
On this Instagram post, we can see one of the Business classes seats available on Emirates planes. The caption of this post highlights the aspect of “luxury and comfort in every detail”. Indeed, if we look more closely at the post, we see a lot of high-quality comfort features. The comfortable seat with a pillow, a minibar and many other extensions.
All travelers share one idea to have a comfortable seat to enjoy their flight. The Emirates airline company gives such an opportunity to their customers. The Boeing 777’s business class seats are in the shape of a pod, with a wooden barrier providing some privacy between the individual centers.
Power outlets, a tablet that controls the seat position and entertainment system, a television screen, and small storage cubes are all included in the seats. The seat had a cushion and blanket on it, ready for our nighttime slumber.
Interestingly, the company shows a caring attitude toward all of its customers. We all love expensive things, mostly all of us believe the more expensive the product we pay for (in this particular case, it’s a seat on the plane), the better is the quality.
By this post, the company doesn’t just show their ‘on-plane’ facilities, but it is proof that it is worth spending money on. Besides making the chair look very comfortable, it looks vibrant, making the customer feel unique about themselves. That is to say, there is only one seat, and all the extra features are meant to ‘belong’ to that customer only. In some way, it influences the client’s self-esteem (obviously, in a good way).
Thus, we can conclude that the target Brand Archetype is the Ruler.
What should we know about this archetype?
Desire: domination.
Goal: make a profitable and prosperous family, business, or community
Strategy: take the initiative.
Level One: a scarcity of resources, a lack of order, or a lack of harmony.
Level Two: assuming responsibility for your own life’s situation
Level Three: assuming leadership responsibilities in your family, community, company, or workplace
Level Four: establishing yourself as a leader in your neighbourhood, profession, or society
This archetype gives brands a distinct identity for a company that has:
- a high-status item that influential people use to increase their authority
- a device that aids in the organization of people
- a product or service that can be guaranteed for the rest of one’s life
- services that provide technical support or knowledge to help keep or improve power
- a body that has a regulatory or protective role to play
- a product with a price range of modest to high
- a brand that wants to stand out from the crowd (Regular Guy) or that is the apparent market leader
- in a chaotic environment, a reasonably stable sector or a product that guarantees safety and predictability
Overall, Emirates Airlines is one of the world’s most significant corporations, and it is unquestionably deserving of particular attention. The essential variables that can lead to the company’s success include a brilliant marketing strategy, positioning strategies, issue solving, and societal approbation. As you might expect, Emirates was successful in all of these areas. I hope that this article has given you some insight into this well-developed organization. Check out the main page of our website for more articles like this.
