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Marketing mix of Emirates airline (7Ps of Emirates airline)

Marketing mix of Emirates airline (7Ps of Emirates airline)

This is a detailed analysis of the marketing mix of Emirates airline (7Ps of Emirates airline). It examines the 7Ps i.e. product, price, place, promotion, people, process, and physical evidence of Emirates – the largest airline and one of two flag carriers of the United Arab Emirates (UAE). It is also one of the best airlines in the world.


Product strategies of Emirates airline

Emirates airline flies the world’s biggest fleets of Airbus A380s and Boeing 777s (Emirates, 2022). It offers customers three very good options: First Class, Business Class, and Economy Class. Every class contains comfortable seats. In the First Class, passengers can enjoy the comfort of their private suite and even take a shower at 40,000ft!


Different meals are served in different classes; however, they are all succulent! Regardless of class, route, and aircraft, passengers can always expect a warm welcome and great care from Emirates.


Ice is the award-winning entertainment system of Emirates airline. Passengers can choose from over 2500 channels of movies, TV shows, music and games. These programmes are offered in multiple languages. Such a variety of options make the time fly and keep people entertained!


Emirates also offers movies with Audio Description and Closed Captions for hearing or visually impaired passengers. Rains (2021) states that best inflight entertainment, quality first mindset, engaging crew, and high standards have made the airline one of the best in the world.


Pricing strategies of Emirates airline

Price is an extremely important element in this marketing mix of Emirates airline (7Ps of Emirates airline). Though in general sense, travelling with Emirates airline is expensive, the airline turns out to be cheaper compared to many other big names in the industry. It is also one of the top airlines in terms of average price per kilometer.


For instance, the average price per kilometer for Emirates is $0.09. On the other hand, $0.10 is the average price per kilometer for both Singapore airlines and V Australia; $0.11 for Ryanair; $0.12 for Saudi airlines; and $0.14 for Virgin America.


Low labour costs and directs flights have helped Emirates cut the prices on fares in certain routes. The airline also offers Best Price Guarantee on tickets purchased on its website ( If customers find a better Emirates fare for the same itinerary on another website with the same flight at least GBP10.00 cheaper, the airline offers to refund the difference (Emirates, 2022).


Place/Distribution strategies of Emirates airline

Emirates currently flies to over 158 destinations in more than 80 countries around the world. It has more than 269 aircraft and flies to destinations in six continents (Informa Markets, 2022). Dubai is the hub of the airline.


Passengers can book their flights online at This is the quickest and most convenient method. They can also book their flights online with many other websites. Other ways to book flights are through tour operators and travel agents that offer the service.


Emirates has recently introduced Dubai Experience – a powerful and intuitive platform. It has been designed for customers to browse, build, and book their own personalised itineraries including flights, hotel stay, visits to major tourist attractions, and other banqueting and leisure experiences in Dubai and the UAE (Emirates, 2022).


Promotional strategies of Emirates airline

Promotion is costly; however, it is one of the most important components of this marketing mix of Emirates airline (7Ps of Emirates airline). Emirates airline runs promotional campaigns by using a number of media. Its presence is often seen on TV, print media, and the Internet. It also uses sponsorships for promotional purposes. It has (or had in the past) sponsorship contract with some of the most famous football clubs in the world e.g. AC Milan, Real Madrid, Paris Saint-Germain, Benfica and Arsenal (Emirates, 2022).


Emirates also uses celebrity endorsement. Its first advert starring American star Jennifer Aniston, went viral and hit more than 790,000 views on YouTube in the first 24 hours. The airline also offers special discounts on fares to attract more customers and increase customer loyalty.


People strategies of Emirates airline

Emirates airline is famous for its diverse workforce. It employs people from every continent in the world. The workforce consists of over 160 nationalities. The airline’s investment in employee training and development is also praise-worthy.


The airline offers a competitive total pay and benefits package. Medical insurance, life insurance, education support allowance, annual leave (a minimum of 30 calendar days per year), end of service benefits, pension scheme, and group staff travel are some of the benefits offered by the airline. The airline does all of these to ensure employee satisfaction and to offer excellent customer service.


However, it worth mentioning that flight attendants in the past demanded for better working conditions and more benefits e.g. longer rest periods, and the guarantee of ground jobs during pregnancy.


Process strategies of Emirates airline

Different business activities may have different processes. Emirates airline carries out a number of activities to deliver its services to customers. For example, flight booking, recruitment, and employee training are some of the important activities in the overall process.  Emirates online flight booking process is very quick and convenient.


Physical evidence of Emirates airline

Physical environment is the last part of this marketing mix of Emirates airline (7Ps of Emirates airline). Emirates airline has a very user-friendly website. Relevant videos and images add beauty to the airline’s physical environment. The cabin crews wear stylish uniform and follow certain beauty standards. Stylish offices, lounges at airports, and in-flight entertainment are some other important elements of the airline’s physical environment.


Concluding statement

At the end of the day, people buy brands that make them feel good. And when brands make them feel good, they are more likely to spend more time and money with the brand. With an excellent marketing strategy in place, Emirates Airline has a good chance of staying at one of the top echelons of the airline industry for many years to come.


We hope the article has helped you explore the marketing mix of Emirates airline (7Ps of Emirates airline). You may also like reading SWOT analysis of Emirates airline. Other relevant articles for you are:

SWOT analysis of Etihad Airways

SWOT analysis of Qatar Airways

PESTEL analysis of the United Arab Emirates (UAE)

SWOT analysis of America Airlines

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Last update: 21 April 2022


Emirates (2022) About Emirates, available at (Accessed 21 April 2022)

Informa Markets (2022) Emirates: about the airline, available at: (accessed 20 April 2022)

Rains, T. (2021) These are the 7 ‘World Class’ airlines excelling in customer service, safety, and sustainability, available at: (accessed 19 April 2022)

Author: M Rahman

M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.

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