Emirates Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: August 10, 2021

Marketing Strategy of Emirates analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Emirates marketing mix, help the brand succeed in the market.

Emirates marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the Emirates Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Emirates Product Strategy:

The product strategy and mix in Emirates marketing strategy can be explained as follows:

Emirates airlines serve to its customers through mixed fleet in their product portfolio like Boeing and Airbus. It has always maintained the legacy of operating with the aero-planes of biggest sizes. Emirates airlines caters to its consumers at both personal as well as professional level offering flying services in terms of first class, business class and economy class. First class offers all the premium comforts that includes the adjustable seats that can be converted into minibars, beds, for privacy and security reasons. Emirates airlines is the first company to provide shower on flights and private suits. In business class it provides partitions for privacy and also offers USB and laptop charging point. Emirates airlines offers great deal of entertainment inside the flight and wide range of choice for food items keeping its customers satisfied with its services. It also offers excellent internal services by means of better housekeeping and healthcare for its customers. Hence, this gives an overview in the product strategy in the marketing mix of Emirates airlines. However, because of the pandemic in 2020, the airline suffered a severe business loss as there were travel restrictions world over.

Image: pixabay

Emirates Price/Pricing Strategy:

Below is the pricing strategy in Emirates marketing strategy:

Since Emirates airlines has its hub in Dubai, it serves low cost tickets to its consumers compared to other airlines.

Emirates airlines has a varying pricing strategy in its marketing mix. It has developed shorter and low cost routes without any layover. Although the prices of these routes is lower, the company generates revenue through volumes. Due to direct flights, Emirates airlines has adopted effective price policy for the shorter routes. In order to attain flexible pricing for the seats and extract the maximum profits the company also adopts dynamic pricing policy levying the highest cost per seat. In general company identifies the needs of the customers with different needs and belonging to differential financial statuses. Emirates airlines also uses premium price policy for its premium customers who demand luxurious and customized services at fights.

Emirates Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Emirates SWOT Analysis, STP & Competitors

Emirates Place & Distribution Strategy:

Following is the distribution strategy in the Emirates marketing mix:

Emirates airlines carries out its operation from Dubai strategically occupying the central hob for all the international routes connecting eastern and western cities in the world. Being well known for its long routes, Emirates airlines has also introduced new short routes benefiting its customers. It links 150 cities across 80 countries and six continents across the globe. Its distribution strategy involves sale of tickets through travel agents and tour operators.

Emirates also has a website for cancellation of tickets, buying of tickets, rescheduling of the flight and drawing information about the various periodical offers and discounts.

Emirates Promotion & Advertising Strategy:

The promotional and advertising strategy in the Emirates marketing strategy is as follows:

Emirates airlines engages itself in various promotional activities through advertisements in magazines, newspapers, television, radio, websites etc. The company also sponsored ICC cricket world cup in 2011 as well as 2015 thereby increasing its reach to millions. Emirates airlines often generates promotional discounts during the off season pricing the tickets at affordable rates attracting the tourists across the world to Dubai. The company also runs innovative campaigns like “The Kids go free” wherein meals, tickets and accommodation of the kids was free with two paid members which generated lot of business for the company. The Emirates Airline foundation is committed in providing aid to various countries during difficult times. The airlines also offers frequent flyer programs & loyalty rewards to its regular customers via discounts, lounge access, free tickets etc.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Emirates airlines.


Emirates airlines have a strategy of always focusing on customers. Emirates has got an employee force of more than 50,000 people worldwide. This includes management, pilots, crew and other staff. The airline carries more than 50 million passengers worldwide.


Emirates focuses a lot on its services which becomes the backbone of its processes. The airlines has first class lounges, special services, customer relations and additional services which have a stream-lined end to end process. Every global operation and service is looked after by the management and priority is given to customer services.

Physical Evidence:

Emirates is one of the leading airline brands which focuses a lot on customer experience. Emirates has a dedicated terminal in Dubai, which has state of the art facilities for the comfort and luxury of its passengers. Emirate airlines have a new fleet and are equipped with the latest in entertainment for its customers. Emirates’ stylish offices, lounges at airports, in-flight entertainment all are the physical evidence depicting luxury and quality. This covers the entire marketing mix of Emirates airlines.

About Emirates Airlines:

Found in 1985, a subsidiary of Emirates group, Emirates Airlines commenced its operations with just two aircrafts. Today, it carries biggest fleet of Airbus A380 and Boeing 777s. With more than 3,600 flights per week from Dubai International airport, it connects more than 154 cities across 6 continents in the world. Emirates airlines is the fourth largest airline in terms of carriage of international passengers and second largest in terms of freight tonne kilometres flown and has been the fastest growing airline in the world.

Using the tagline of “Over 100 destinations” this Dubai based airline has attracted thousands of international tourists through its world class and luxurious flying experience with first-class private cubicles and accompanied by a private chef. By the year 2020, Emirates aims to carry more than 70 million passengers per year on over 300 aircrafts.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing strategy and 4Ps analysis of more brands similar to Emirates. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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