Target Markets of Emirates Airlines and Qatar Airways

Travelling has become incomparably easy and comfortable nowadays. Airline companies have their role in this and allow traveling long distances just in a couple of hours. Emirate Airlines and Qatar Airways are two powerful, influential, and popular names among all the airline companies. These two offer flights to over 150 destinations worldwide. Both are known for providing an outstanding experience and comfortable environment to the passengers. They consider the role of customers vital for the success of the company, thus do everything to ensure the best for their customers. So, let’s discuss these giants one by one, and understand whom they chose as their target market.

Starting with Emirates Airlines, let’s analyzing one of its campaigns.

Emirates Airlines understands the game-changing role of marketing quite well. The company uses different strategies and tactics to market its services. In general, the marketing of this giant is focusing on the experience provided to the customer. It tries to create an emotional connection with the customers and ensure positive associations with the brand.

The company uses conventional and unconventional marketing, along with various loyalty programs to attract new customers and retain the existing ones. At the same time, Emirates Airlines use engaging and interesting campaigns to market the brand and its services.

Now, let’s watch and discuss the following video from the “Be There” campaign.

The campaign video is quite engaging and inspiring. It is short, dynamic, and interesting. The video depicts different destinations around the world. The scenes are changing fast and showing as many places as possible.

The viewer can see various characters throughout the video and their emotions and amazing experiences. The voiceover of the video encourages the viewers to travel like the travelers in the video. It inspires the viewer to travel to different destinations, try the food, experience new cultures, etc.

Emirates Airlines presented its “Be There” campaign in 2015. The campaign aimed to encourage and motivate people to physically travel and experience everything by themselves instead of listening to other’s impressions from various destinations. With this campaign, the company wanted the customers to consider their services when traveling.

Emirates Airlines wanted to inspire travelers by using the human face of the brand. To do this, the company conducted an internal competition among its employees, chose 7 of them, and sent them to travel for a year around the world.

These people were to share their experiences during traveling using a special website with the #Beingthere hashtag. The “Be There” showed to be remarkably successful and effective. It reached millions of people on different social media channels and around 97% of reactions to the campaign were positive.

Moving on, let’s discuss the communication strategy of Emirates Airlines through the slogan of the company.

A company like Emirates Airlines needs to use a slogan that would give an accurate and attractive description of the company and the services it provides. The reason for this is that services are not a tangible product and the only way to get an insight about them is by experiencing. Throughout the years, Emirates Airlines had different slogans.

The most recent slogan of the brand was introduced in October of 2018. This slogan was presented with the launch of the new brand promise. Emirates Airlines believe that its customers fly better than others traveling with any other airline company.

“Fly Emirates, Fly Better.”

The slogan is short, simple, and clear. It is easy to remember and evokes positive associations with the brand. Everyone can easily understand the idea that the company tries to transfer with it. The slogan shows that Emirates Airlines is a very self-confident brand that clearly understands its power, influence, and place among other airline companies.

With this slogan, the company wants to ensure that its initial promise to the customers hasn’t changed. They strive to provide the best possible experience and environment for their customers and aim to not only satisfy and exceed their expectations.  

Next up, let’s reveal the target market of Emirates Airlines by discussing a commercial by the company. 

The commercial is engaging, calming, and interesting. There is relaxing music in the background which makes the transition between scenes smooth. The video shows all the opportunities that customers get when flying in the first class of Emirates Airlines. It contains descriptive texts in some scenes instead of voiceover.

The commercial is overall quite informative and attractive, as along with the descriptive text the viewer gets the chance to see how the characters of the video experience all the opportunities provided during the flights. This commercial is targeting people who can afford to fly in the first class. All the characters of the video are different in gender, age, taste, etc. However, they also have some things in common. The characters seem successful and confident.

They love traveling and look put together. These people enjoy the luxurious atmosphere and the outstanding experience provided by the company. These people in the video collectively represent the target segment of Emirates Airlines. All the discussed details indicate that Emirates Airlines focuses on the Fulfillers’ target audience.

Who are Fulfillers?

Lifestyle and Values: 

Fulfillers are career-oriented people who are not afraid of challenges, new experiences, and risks. They prioritize remarkably good careers and success and are ready to many sacrifices to show an outstanding performance and achieve their goals. These people constantly look for new opportunities in business and consider work as a way of self-actualization.

Representatives of this target segment have an urge for recognition from people around them whether it is for who they are, for their results, or any other reason. They love to stand out from the crowd and think that success is the best way for it. Fulfillers are socially active and lead a quite modern lifestyle.

These people want to be perceived as progressive and that is why they are interested in foreign cultures, technology, and arts. Fulfillers love sports activities and traveling. They associate living a full life with spending their free time actively. It is very typical for these people to get out on weekends and live a life full of adventures.  

Attitude to Shopping: 

Shopping is relaxing therapy for Fulfillers as it can improve their mood. People belonging to the Fulfillers’ target segment are usually oriented to premium brands. They purchase from various brands and don’t pay much attention to the price of the product when making a purchase decision.

Fulfillers mostly prioritize the quality of products they are willing to purchase. These people won’t hesitate to spend extra money on high-quality products. They are known for their quick purchase decision and are impulsive buyers. They are loyal to brands, but also like to try new brands and experiment.

Some interesting facts about Fulfillers

• The appearance is extremely important for Fulfillers. They try to do fitness and eat healthy to look good and stay fit.
• These people enjoy going out and don’t like eating at home. They enjoy visiting restaurants, cafes, and pubs.
• Fulfillers are active internet users. This platform is the main source of information for these people and they use it to get the latest updates and keep up with time. 

16 Personalities (Which one is for your business?)

Emirates Airlines and Qatar Airways are top recognisable airline brands in the global market. Surely, they owe their success to not only the superior service they provide, but also to the accurate targeting and well-designed marketing strategy. Their target market is the Fulfillers, career-oriented successful people with love of travelling and exploring. 

Fulfillers have some treats that clearly distinguish them from others.

• Prioritize their career and always in search of risky and challenging, but exciting business opportunities.
• Others’ perception of them is really important, as they want to stand out in the crowd with their results, success, and personality.
• Are very socially active, often go out with friends, and prefer eating out rather than staying in.

Having a product or service which provides value is one thing, but it is difficult to monetize without an accurate marketing strategy. Emirates Airlines and Qatar Airways designed their marketing activity to target Fulfillers and their life preferences. What does our customer need? How does he/she live? What must we emphasize in our ads?

Our book 16 Personalities describes a wide range of buyer personas to help you design your product and marketing strategies to perfectly serve your ideal customer. The book will help discover new levels of creativity and business value.

Now, let’s continue with Qatar Airways and discuss its marketing strategies by discussing one of the campaigns of the company.

Qatar Airways uses various methods to market and promote its services and the brand in general. The marketing strategy of the company is implemented through traditional non-traditional media channels.

Like the others in the industry, Qatar Airways uses a customer loyalty program to maintain existing customers and attract new ones. Also, the company takes part in different initiatives and charity events. Along with all these, Qatar Airways uses various campaigns to create positive associations with the brand in the minds of customers.  

Let’s watch and analyze the following video presenting the “The World Like Never Before” campaign of the company.

The campaign video is positive, engaging, and beautiful. It is quite entertaining and relaxing at the same time. The video depicts different destinations around the world through animated scenes and symbols. All these create an outstanding experience for the viewer as the world is illustrated in a completely new and attractive way.

The flight attendants of Qatar Airways are pictured as a part of all these destinations and unique experiences. The emotions of the main characters of the video show the pleasure, excitement, and happiness they feel while on their journey. It seems like, thanks to Qatar Airways those who are traveling experience a completely different and unique type of adventure.

Qatar Airways presented “The World Like Never Before” in the January of 2019. The company considers this campaign as their most ambitious one among the other. For this campaign, Qatar Airways gathered some of the most talented and creative minds from the movie industry aiming to create a magical traveling experience for the customers through the campaign video.

The goal of the campaign was to show people the world and similar destinations from a completely new and different perspective. The company wanted to ensure that by flying with Qatar the customers will get a transformed and magical traveling experience.

It’s time to discuss the communication strategy of Qatar Airways.

Let’s go through the slogan of the company.

Qatar Airways has used various slogans throughout its history. In 2015, the company introduced its new slogan in a form of a tagline during a press conference. The slogan of Qatar Airways needed to be descriptive and informative for the customers. The company finally landed with the following slogan:

“Going places together”

The slogan is simple, clear, and minimalistic to some extent. It is not wordy but still transfers deep and interesting ideas. The slogan points out the fact that Qatar Airways is an inseparable part of any traveling. It is the link between your current location and the destination that you desire to get to. The slogan shows the strength and confidence of the company.

Qatar Airways understands its unique and important role in the market among competitors. It doesn’t need to mention anything specifically related to flying in the slogan but prefers to give a general idea about its role in the lives of the customers.

Now, let’s move on to the target market of Qatar Airways.

For this purpose, let’s go through the following commercial and discuss it in details.

The commercial is calming, but engaging and attractive at the same time. All the actions are happening just in one scene that depicts different parts of the airplane along with various passengers. There is relaxing and classic music in the background along with a voiceover.

The voiceover describes all the opportunities and accommodations that are provided to the passengers traveling in the new business class of Qatar Airways. Together with the voiceover, the characters of the video shows all the opportunities in action. The characters of the video are quite different from each other.

There are both females and males, adults, and children among them. Some of them are traveling with family, and the others are on the work trip. All of them have a good background and can afford such a luxurious traveling experience.

These people resemble the segment of customers that Qatar Airways tries to attract. All the discussed characteristics and details show that Qatar Airways focuses on the Balancers’ segment.

Who are Balancers?

Lifestyle and Values: 

People belonging to this segment are usually ambitious, positive, and open-minded. It is not surprising that this target segment is called Balancers, as they are usually striving to find a balance between their family and career. These two have a great value for the representatives of the Balancers’ target segment.

These people understand how much work and effort one should put in to become successful and have a good career. Along with this, they realize how important is the role of the family, thus do everything to spend as much time with their close ones as possible.

Balancers have a remarkably enthusiastic attitude about the challenges and novelties that they face. They value the sense of stability and security and that is the reason why they strive to keep everything under control.

These people understand the role of education quite well and constantly try to learn something new and useful. Balancers are usually progressive people who spend their spare time doing something relaxing and peaceful. 

Attitude to Shopping: 

Representatives of Balancers’ target segment can be easily attracted to advertisements that are fresh, different, and engaging. They will be interested in an ad only if it has something out of traditional and ordinary. These people are known for their loyalty to initially chosen brands. Balancers usually are successful, thus have flexible disposable income.

They tend to prioritize the quality of products when making a purchase decision. That is why they will easily splurge on high quality and desired products.

On the other hand, people from this segment are deal hunters and won’t splurge on items only because of the brand. These people purchase and try new products when they are attracted to them.

Some interesting facts about Balancers

• They prefer more conventional media channels. Whenever these people have free time, they like listening to the radio and watching TV.
• Internet is an inseparable part of Balancers’ everyday lives. They always want to be aware of news and consider the internet as the main source of obtaining information.
• Balancers believe that marriage should be based on love and trust. They are extremely committed and dedicated to relationships.

Summing up, Emirates Airlines and Qatar Airways are among the most influential and strongest airline companies. They are strongly associated with luxury, quality, and comfort. Both continuously strive to become better and keep up with the changing market tendencies. Emirates Airlines and Qatar Airways try to keep their promise to the customers and do everything to ensure the best quality and experience for them.

Their dedication, experience, and hard work ensure their success along with the continuously growing number of customers. Certainly, these giants will maintain their strong position and popularity in the market. That was all for Emirates Airlines and Qatar Airways and their strategies. Check out the main page of our website for more posts like this.

Your Complete E-book.