Consumer Behaviour of Emirates Airlines: Hello Tomorrow Campaign - Case Study Example

Executive summary Competition in the airline business has been increasing every now and then. Currently, due to globalization, air travels are now the option to many and thus there has been a continuous increase in airline business. This being the case, Emirates Airline has resulted to having a well strategy to have an advertisement strategy to enhance their business. “Hallo Tomorrow” aimed at connecting people and cultures and is an idea that of unlimited possibility of the future was the only viable option. Its theme is correlated to life’s potential and embracing the future with all possibilities it holds. Additionally, the magnitude of their corporate image and global marketing campaign underlines their confidence in their existing products and services and the vision for the future growth of the entire airline This campaign was designed by Strawberry Frog which is aimed at reaching a large number of consumers and thus it is a global strategy. Through the increased air traffic and people becoming more mobile, Emirates Airline has worked out to distinguish itself through a series of TV, digital and print ads that are aimed at creating an “invitation to try the unfamiliar”. Moving from being a travel brand to a global lifestyle brand differentiates Emirate Airline, with any other competitor airline. Table of Contents Hello Tomorrow Campaign 3 Market Group 4 Problem recognition 5 Theory and Application 7 Strategy assessment and conclusion 9 Bibliography 12 Hello Tomorrow Campaign Emirates airline has come up with a new brand platform campaign which is being referred to as “Hello Tomorrow” which is aimed at connecting people and cultures and is an idea that of unlimited possibility of the future. In other words, Emirates has extended an invitation to try the unfamiliar, create new ideas and even form new vision in this campaign. This is attributed to the fact that it theme is correlated to life’s potential and embracing the future with all possibilities it holds. Additionally, the magnitude of their corporate image and global marketing campaign underlines their confidence in their existing products and services and the vision for the future growth of the entire airline (Wilson, 2005). Hello Tomorrow campaign is the vanguard of the trend for global brands to spark movements, not just do the advertising part of it, connect people, communities and encouraging them to join together and make impacts on the consumers at large. This campaign was designed by Strawberry Frog which is aimed at reaching a large number of consumers and thus it is a global strategy. Through the increased air traffic and people becoming more mobile, Emirates Airline has worked out to distinguish itself through a series of TV, digital and print ads that are aimed at creating an “invitation to try the unfamiliar” (Wilson, 2005).. Additionally, they are also using the social media, to reach a much wider market segment by having a page which is aimed at building stronger relationship with existing fans and even encouraging more people to become Emirates fans through interactions (Wilson, 2005). It is also worth noting that, the new global brand platform includes a revamped website that is a reflection of the new messaging and new YouTube channels where the new TV ads can be viewed. For example in: www.youtube.com/emirates and www.facebook.com/emirates, where individuals like the page. Market Group Hello tomorrow is a brand platform which is aimed at positioning the global airline as the enabler of global connectivity and meaningful experiences. This is a part of an integrated marketing communication campaigning, which has a new brand promise by the airline, to upgrade from a travel brand to a global lifestyle brand. It is worth noting that, the campaign is an effort to target a younger audience, which means that is designed for the age of consumer engagement and empowerment, which is all about inspiring great tomorrow’s unlimited potential, now. Above all, this is exonerated by the statement “Hello” which is a greeting or even an invitation to someone, a place or experience while “Tomorrow” meant a time or state of mind, the unlimited possibility of the future and thus it is an invitation to try the unfamiliar, create new ideas and form new visions. Additionally, this campaign is aimed at offering individuals who love the brand or want to experience the brand inspiration to participate in this new world and spark new connections to the young generation who make the majority of those who use air transport (Horth, 2005). This is due to the fact that, they make the majority in the working class and even moving from one place to another in search of opportunities or even education. The use of face book as the marketing strategy here has positioned this campaign at a competitive advantage. It is therefore a point to note that, the theoretical background of using this marketing strategy will make sure that, the target market is reached with ease (Government, 2006). Moreover, in their face-book page, fans are allowed to interact with the brand through exclusive content of the timeline feature, apply for jobs through the career app and even find much more about sponsorship through its sports and culture tab. Moreover, this was a revolution from a travel brand to a global lifestyle brand. Targeting the younger population is a strategic platform for they are the most selective segments and harnessing them will mean that the company will be at a competitive advantage. Emirates airlines main target are those individuals who are well travelled, or have ambitions to become well travelled and those who are outgoing and are therefore well positioned to embrace the opportunity to try the unfamiliar. Emirates hopes that, the Hello Tomorrow positioning will spark a global movement that will entirely encourage people from different communities to come together and make positive impacts on the society, rather than making it just be a series of adverts for the brand (Taylor, 2002 ). The campaign is also targeting the globalists who in this case are individuals who are looking and loving for new experiences. They are, as mentioned earlier the well travelled, or are looking forward to joining the ranks of the well traveled. This therefore means that, both the young and the old are catered for in this campaign and making it a strategic marketing tool to ensure that, Emirates gets the best from their investment (Taylor, 2002 ). Problem recognition Due to the ever increasing competition in air transport, there is a need to for companies to differentiate themselves from the normal, if they have to remain competitive and also make good returns. In this case, there issue of treating individuals from all walks of life the same, may not be a very good strategy. This being the case Emirates discovered the need to have a place for the globalist, who is looking forward for a global lifestyle enabled by emirates. This is made a success by incorporating global lifestyles like, culture and language and thus makes the Airline a enabler of global connectivity and meaningful experiences as they try to move from being a travel brand to a global lifestyle brand. Due to the ever increasing competition, Emirates Airline need to strategize and make sure that, consumer awareness is harnessed. In this case, there is a need to have an informative forum, where consumers can interact with the organization as well as ask any questions they may be having, or even make enquiries any time. After realizing this need, the firm came up with the strategy of “Hello Tomorrow” campaign with an aim of being informative to all the consumers and in the long run increase their market segment. To implement the strategy, the Airline introduced exciting interactive and digital features to its iconic emirates globe stand in UAE. This was aimed to wow visitors by a striking visual display manifesting the spirit of globalist’s individuals who yarn for global lifestyle enabled by Emirates. This vibrant display explores different themes synonymous with a global lifestyle such as travel, culture and language with an aim of creating brand loyalty, customer satisfaction as well as positioning themselves in a competitive advantage position as well as differentiates their services from all the other competitors (Taylor, 2002 ). Filling the gap of the globalists makes the whole platform and force of power for the Emirates Airlines as well as having the best out of their investments. However, this may prompt other airline companies in employing the same strategy to remain competitive in the same field. Since it is implemented through the mass media, there are chances that other companies can use the same strategies so as to remain at an advantage. Furthermore, to those with no access to the used media, may mean that the strategy does not get to them. Otherwise, if the strategy is implemented to transfer information even to those is remote places, and then the entire strategy is going to be a success (Taylor, 2002 ). Theory and Application Emirates Airline have all together understood the fact that, they could sell more products easily, by just offering products to the customers they assumed would purchase the, this is done by putting the consumer need and wants first leading to the formulation of the marketing concept, which in this case is “Hello Tomorrow strategy. For any organization to be successful, it must acknowledge consumer needs. This is attributed to the fact that, consumers determine the sales and profits that a firm gets by their purchasing decisions (Dierks, 2005). This being the case, it is therefore worth noting that their motives and decisions determine the economic viability of the involved firm. It is clear that Emirates have put their customers in the front line and having then get what they deem important to them and of added value is an added advantage. According to Marshallian economic theory, buyers will only spend their income on goods that will offer the greatest satisfaction. However, this is solely dependent on their taste and the relative price of the goods. This being the case, it is worth to note that, an individual is motivated in all his actions by self interest. In other words, an individual calculates and weighs expected pains and pleasures of every action to be taken to define his view. This theory in its current form is referred to as the utility theory where the economic man maximizes his utility and does this by carefully calculating the consequences of any purchase (Shiv & Joel, 2000). This being the case, there are those individuals who value lifestyle or want to travel in a class of their own, or even want to indulge in global lifestyle. This campaign is well strategized to harness them for it is producing value for their money and therefore despite the pain they are going to incur as they purchase the service will be compensated by the comfort and the lifestyle they are looking for during their journey. Consumer purchases have much influence from cultural, social, personal, demographical and psychological characteristics. Although Emirates airline cannot control them, they have realized that there are other underlying factors that influence on decision making is an added advantage. This being the case, Emirates is looking forward to changing form just a travel brand to a more of global lifestyle brand. This change can only be effected if additional brand are added to those already considered, new information is acquired that changes the set of determinant attributes by adding some attributes, consumer beliefs about the values and attributes are changed by new information prior to choice (Mattei, 2000). This is the reason why the firm is using mass media, to reach a wide segment, and enrich their consumers with all what is required of the new platform. After comparisons, evaluation and impression, consume form the final choice sets and decide which brand to go for, which is of cause the best option based on the information provided. If they decide not to buy, they can even decide to delay until a later time. A focus on satisfying consumers is a great advantage for Emirates Airline. When anticipating satisfaction, the consumers forms a mental image related to one or even more options and the decision is most likely going emerge from these imagery related process. This is the main reason why, the ads used by the airline are captivating to the visitors for this will highly influence their decision making (Mattei, 2000). Consumer creates internal advertisements within their won minds, which in the long run creates an internal bias towards a certain product attributes. In other words, they may create a visual image of Emirate Airline products related to behaviors and their expected consequences. In accordance with the utility theory, consumer preference of choice of a particular brand depends of the levels of the relevant physical and psychological factors inherent in the brand as well as the price involved. However, it is a point to note that, even though much information is collected by a consumer, mental, time and monetary costs are suffered. Consumers therefore asses the purchase situation and chooses the cost of suing the process and its related information collection costs. This being the case, Emirates have used every possible media to create consumer awareness so that they can get to the targeted segment (Mattei, 2000). This is the reason why, they have used captivating ads in their stands, they have used the social media with essential interaction option and even you tube option to reach a large geographical segment with ease. Irrespective of the cost incurred, consumers opt for the brand they deem will satisfy their need and this puts the brand by Emirate at a competitive advantage. Strategy assessment and conclusion Emirates boosts of hard to emulate mix of an excellent geographic location and outstanding management, which is totally embedded in an ambitious visionary development master plan. This therefore entails that, it has what it takes to take the leading position in the airline business. This being the case, Emirates Airline has embarked on a very serious marketing strategy, which is aimed at upgrading their brand form just a travel brand to a more sophisticated global lifestyle brand. This has been effected by the use of an advertisement platform, “Hello Tomorrow, which is aimed at connecting people and cultures and is an idea that of unlimited possibility of the future. Emirates have therefore extended an invitation to try the unfamiliar, create new ideas and even form new vision in this campaign. This is attributed to the fact that it theme is correlated to life’s potential and embracing the future with all possibilities it holds. Additionally, the magnitude of their corporate image and global marketing campaign underlines their confidence in their existing products and services and the vision for the future growth of the entire airline. This means that, this strategy is amicable positioned to reach quite a large number of consumers. Having that there is the use of mass media and the social network, reaching the target segment is much easier. Moreover, the success of such a strategy solely depends on the accuracy and the amount of information disseminated to the client which shapes their decision making. This strategy is well strategized for it is offering a service that many individuals of the involved segment yearn for. Many individuals look forward to words travelling in style and get value for the money they are paying for the service. This therefore means that, when this strategy is finally implemented, people from all walks of live, who value lifestyle, will have Emirates as their option. Conclusively, understanding the consumer behavior by Emirates Airline puts the customer at a competitive advantage for there are high chances of having satisfied consumers who in the long run translate to customer loyalty. Additionally, the use of mass media and social network will mean that, the firm is strategically positioned to expand to segments they have never been. This is made possible by analyzing the visitors in the sites and enquiries. It is therefore worth concluding that, Emirates is well positioned to increase the current market segment and increase customer loyalty to the good of the entire firm. Also, the differentiation which is brought about by the “Hallo Tomorrow” campaign in Emirates puts the whole business at a competitive advantage. This is due to the fact that, their services will not be like any other service provider and therefore many consumers who value style will all belong to Emirates. This means that, the revenue associated with the company are projected to an increase due to product differentiation and above all realizing that, consumers make decisions to purchase a certain product in reference to the amount to information provided. Making all their information available to all consumers regardless of their location makes their consumer awareness campaign very successful which in the long run leads to positive decision making towards their products? Bibliography Dierks, L. H. (2005). Trust as a Determinant of Consumer Behaviour under Uncertainty. An Empirical Analysis of Consumers’ Reactions to a Random External Shock in Europe. Göttingen: Cuvillier Verlag. Government, D. (2006). Strategic Plan 2015. Highlights, Dubai. (http://egov.dubai.ae/opt/CMSContent/Active/CORP/en/Documents/DSPE.pdf). Horth, D. a. (2005). The next low-cost threat. What does Emirates mean for Europe?,. Zurich: UBS Investment Research. Mattei, A. (2000). Full scale real tests of consumer behaviour using experimental data. Journal of Economic Behaviour and Organization, 43 (4), , 44-48. Shiv, Baba & Joel Huber. (2000). The Impact of Anticipating Satisfaction on Consumer Choice”. Journal of Consumer Research, Vol. 27., , 110-120. Taylor, C. (2005). Moving international advertising research forward: a new research agenda. Journal of Advertising, 34(1), , 7–16. Taylor, C. ( 2002 ). What is wrong with international advertising research? Journal of Advertising Research, 42(6) , 48–54. Wilson, G. ( 2005). Emirates. The Airline of the Future London and Dubai. Read More