The analysis of consumer’s behaviour

Olya Dyachuk, Apirada Lorpudee, Edouard Deprez, Jens Egemalm, Ilya Sitnikov

Lecturer: Daniel Valentine6/27/2012

2

Overview

Company background Target audience How consumer choose the product Why customers buy our

products CDP: Emirates influence

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Emirates: background

Founded in 1985 by Dubai government with US$10 million in start-up capital – become profitable in 9 month

Biggest Airlines in a middle east and one of the fastest grown aircraft companies ever ( annual grow had never been less than 20% per year

Has more than 170 aircrafts and over 50,000 employees Operating over 2,500 flights per week Over 120 destinations in more than 70 countries around the

world In 2005, Emirates announced the largest-ever order for the

Boeing 777 family of aircraft - 42 in all At the 2006 Farnborough Air Show, Emirates signed a Heads of

Agreement for 10 of Boeing’s new 747-8F aircraft. In the financial year 2011/2012, Emirates carried 34 million

passengers and 1.8 million tonnes of cargo. 6/27/2012

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Target audience

High net-worth individuals Owning at least one vehicle Using smartphones Leisure seeking, new experiences Looking for value and loyalty in key purchases

6/27/2012 Reference: “Emirates Ambitions Worry European Rivals”-case

Emirates: product

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A Safe Flight from A to B

Good Inflight Service

Comfort and convenience

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Superior pre/post flight customer service

Innovative inflight entertainment

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Levitt T., The Marketing Imagination (1980)

Emirates: the reason to buy

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Why Consumer Buy our Products

Route Availability

Convenience and Comfort

Brand Loyalty and Word of

Mouth

Inflight Experience

CDP: Emirates influence

Roger D. Blackwell, James F. Engel, Paul W. Miniard (2007)6/27/2012

Need recognition

• Difference between the desired state and the actual condition: outdoor (tube, cabs etc.), TV, press. Emirates has started to influence to buyers in April with a new platform.

Search for information

• Internal Company stick in TA’s memory increasing brand awareness and developing brand perception through TV commercial, outdoor and press ads, sponsorships (Arsenal, FIFA), CSR (recycling efforts, reduce of air pollution) digital banners, video. External: strong CRM that leads to the WOM.

• To provide the information about deals company use retail website, Search Engines, FB group, Twitter.

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Emirates: communication

Emirates communicates to its customers using different media and messages depending on target audience segment and particular message to be communicated.

Core message is quality of service and comfort provided by Emirates.

The current platform is HELLO TOMORROW This message encourages customers to

discover the world with Emirates

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They adopt message depending on target audience

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CDP: Emirates influence

Roger D. Blackwell, James F. Engel, Paul W. Miniard (2007)6/27/2012

Pre-purchase alternative evaluation

• Safety (newest and best aircrafts)• The best onboard service• Extra-luggage space• Additional services (driver+hotel)• Special offers• Loyalty programmes

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Purchase

Consumption

Post -consumption

evaluation

• Many channels : Website, 24 hrs. call centre, Counter services at the airport, Partnership (Agencies).

• Functional : Inflight experience, Advertising on board, (Emphasizing their brand ,Hotels etc.), Facilities (Seat, Entertainment etc.);Young Flyer (Hand puppet), Membership (Blue, Silver, Gold).

• Emotional : Inflight Services(Flight attendant), Atmosphere.

• Satisfaction : Brand loyalty, Good word of mouth, Customer feedback.

• Dissatisfaction : Complain, Bad word of mouth etc.

CDP: Emirates influence

Roger D. Blackwell, James F. Engel, Paul W. Miniard (2007)6/27/2012

6/27/2012

Questions