Emirates Airline group has started its 1st routes out of Dubai with only two aircraft in 1985 by the Govt. of Dubai and it was supported by the creator of Germania (German Airline). Emirates airline had started their operations with flights to Mumbai and Karachi and then followed by Delhi in September. These days the industry is measured to be a subsidiary of The Emirates Groups which is headquartered in Dubai, UAE. The group has got diverse recognition's and in 2007 Emirates was noted to be the eight-largest airline in the international marketplace in terms of intercontinental passengers being accepted and also renowned to be the fifth-largest in the global market in accord with the planned international passenger-kilometers flew. Emirates group is also well-known for being one of the only five airline industries that operates in the total wide-body aircraft sense. Emirates has made frequent considerable announcements with allusion to the future projection of its existing state-of-the-art fleet.

Emirates Airlines is one of top six airlines in the world to have a 5-star rating from Skytrax, along with Singapore Airlines ,Eithad Airways , Emirates Airlines, Qantas Airways, British Airways, Cathay Pacific. Emirates operates more than 700 weekly flights to over 100 destinations in 60 countries around the world with on going expansion, flights departs from Dubai to six continents with international standards of services. In 2009, Emirates Airlines carried nearly 40 percent of all the flight movements in and out of the Dubai International Airport, and we would like to take this market share to 70 percent by 2010 without any compromise on quality and repute.

Emirates Airlines is Dubai leading luxury airlines. Emirates airlines are anticipated to provide customers luxury and comfort as each aircraft meets the sophisticated and global technical standards so that you can feel like a king of good times, traveling in air for having an experience of lifetime. The extremely high promising characteristics of Emirates Airlines that has made it truly a world-class airline, are its peaceful and stunning atmosphere with very comfortable seats. Further to add on is its flight entertainment system and its exciting and vibrantly dressed, professionally trained, multilingual staff and very friendly crew, 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 Airline has engraved a place for itself. The airline offers a number of unique services to its customers. These include: personal valet at the airport to assist in baggage handling and boarding, accompanied with refreshments and music at the airport, audio and video on-demand, with extra-wide personalized screens in the aircraft and three-course gourmet cuisine.

Emirates has achieved A 5 Star 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 values of service in on-board and airport environments. Skytrax also recognizes 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 variety of attributes that brings more benefits to the customers. They have very small size target market and they are trying to grape it. They normally use bolt from the blue and pleasure positioning strategies.

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

The International Emirates Airlines First Class has their own safe haven in spacious personal suites, each capable of with an electrically operated sliding door, an individual mini-bar, changeable ambient lights, and its own wardrobe, mirror and vanity table.

All the seats have a built-in massage system, with modifiable pace and strength. Our Emirates A380 and B777 crew will renovate your seats to a fully flat bed with a mattress, so one can reach at their destination comfortable and rejuvenated. Each suite in the A380 and B777 has a 23" television screen, allows their customer to look at over 1,200 on-demand video and audio channels of our award winning ice Digital Widescreen entertainment system including Hollywood and Bollywood movies along with other Arabic movies as well and live channels as well. The isolation partition separating the adjacent suites in the middle string can also be lowered, allowing the customers to share the experience with their journey accompanying person.

Dine-on-demand serving 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 outstanding, they will be treated to the excellent service from our award winning multilingual crew members from over 100 nations.

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

The service on board the Emirates First Class cabins include a social area consist of a full-fledged bar staffed with a bartender, a break-out seating area just nearby fitted with two couches and bar stools, a full-fledged chef on board the aircraft and any-time dining. A turn-down service includes the renovation of the seat into a fully-flat bed and an air-hostess making the bed when the passenger is ready to sleep. Emirates provides this kind of a whole new dimension of luxurious air travel to their customers with an outstanding service.

Emirates First Class attribute mood lighting on the Airbus A330-B777 with light schemes correspondent to the time of day and flight situation.

 

·       With reference to the case study given above, highlight the segmentation and target market of Emirates. Explain the positioning strategy used by Emirates                              

• Explain how Emirates has used customer building blocks such as customer value and customer satisfaction in order to make an unforgettable experience for those flying with this airline                                                                        

Briefly explain how Emirates capture value from its customers in return