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Summer 2020 2021 Integrated Marketing Communiation Home Task 1 Emirates Taking The IMC Route

This document discusses how Emirates airline has embraced integrated marketing communication (IMC) to achieve market success and a positive brand image. It details various IMC tools used by Emirates like commercials, print ads, sponsorships of events and teams, in-flight magazines, onboard entertainment, charitable foundations, retail website, and focus on sustainability. Emirates uses these diverse marketing methods together consistently to communicate its high quality services globally.

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M Mashfiq
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230 views1 page

Summer 2020 2021 Integrated Marketing Communiation Home Task 1 Emirates Taking The IMC Route

This document discusses how Emirates airline has embraced integrated marketing communication (IMC) to achieve market success and a positive brand image. It details various IMC tools used by Emirates like commercials, print ads, sponsorships of events and teams, in-flight magazines, onboard entertainment, charitable foundations, retail website, and focus on sustainability. Emirates uses these diverse marketing methods together consistently to communicate its high quality services globally.

Uploaded by

M Mashfiq
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Integrated Marketing Communication

Mid-term (Home Task # 1) Summer 2020-2021 Section: A Marks: 20


EMIRATES TAKING THE IMC ROUTE
On October 25, 1985, Emirates flew its first routes out of Dubai with just two aircraft—a leased
Boeing 737 and an Airbus 300 B4. Emirates’ focus has always been on quality rather than
quantity, and in the years since taking those first small steps onto the regional travel scene it has
grown to become a major player in the global airline industry. Emirates has seen between 13 and
20 percent annual growth, and it has generated a profit every year. It now has one of the fastest-
growing and youngest fleets in the airline industry. The airline is committed to offering its
customers the highest possible level of professional flight services, and it has earned more than 500 awards for excellence
worldwide.

Companies have paid close attention to the IMC approach. Today, markets are cluttered
with different advertising messages. Fragmentation of media and consumer markets, as
well as recent developments in mass communication technologies, such as the Internet
and smartphones, has meant that new marketing methods are needed to ensure the
consistency and the effectiveness of mes- sages targeted to various audiences. Emirates
has embraced the IMC concept, which has enabled it to achieve an excellent market
position and a positive image in the minds of its customers. The following examples
demonstrate how Emirates uses different promotional tools to maximize its message
exposure rate:
 Commercials and print advertisements in major media highlight the airline’s new products, routes, IMC allows Emirates to ensure
and aircraft.
 For more than two decades, beginning with a boat race in 1987 in Dubai, Emirates has been consistency of message
a committed across many
sponsor of
both regional and international events. The airline is active in the sponsorship of soccer, horse racing, marketing methods.
tennis, cricket,
motor racing, and rugby. Soccer partnerships include AC Milan, Real Madrid, Paris Saint-Germain, and Arsenal. The
biggest single deal took place in 2004, when Emirates signed a sponsor- ship agreement with London-based Arsenal
FC, including the naming rights for their stadium. Emirates’ partnership with the Asian Football Confederation gives
them a high level of visibility across Asia.
 Emirates publishes two in-flight magazines in order to reach readers during their flights.
 Emirates’ onboard entertainment system has been highly recognized as a market leader, winning awards for its quality
and variety and enabling the airline to show passengers commercials about its latest offers, partners, and services.
 Passengers are encouraged to donate to the Emirates Airline Foundation, which seeks to improve the quality of the life
of children, regardless of their culture, religion, geographic location, or political boundaries.
 The Emirates has an official retail website from which customers can shop for Emirates-related merchandise and have it
delivered to their doorstep.
 The airline is proudly developing an environmentally sustainable strategy that aims at protecting natural resources and
reducing air pollution. Emirates is active in large-scale industrial recycling efforts and, more importantly, in selecting
the most fuel-efficient aircraft. Emirates uses a variety of marketing communication tools 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 advertisements, Internet marketing, and trade promotion. All of these
communication tools have helped Emirates to appeal to a large number of travelers all over the world and to create a
solid, positive image about its services.
Questions
1. Explain how Emirates’ marketing strategy has been successful in creating a positive brand
image with current and potential customers. (6 marks)
2. Classify the IMC tools used by Emirates. (8 marks)
3. Emirates flies all over the world. Should Emirates modify its messages and channels according
to where it advertises? Explain. (6 marks)

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