Marketing in Etihad Airways - Essay Example

Etihad Airways Company is considered as the leading airline service provider in the UAE since its establishment in Abu Dhabi. This company has won many keys; for example the “World Leading Airline’-Award”_ in 2009 by the World Travel Awards. Other examples are the,_-“ ‘Best Long Haul-Airlines” in the 2010 Business Travels Awards and the  “Best Marketing Strategy” in the Middle East Business Achievement Award. The company has essentially covered a wider market within a short period. Etihad Airways has effective marketing mixing strategies that comprise short-term policies and long-term objectives. 

Long-term strategies are aimed at increasing profits by more than 5-10%, increasing customer value by 8-10% by the end of 2015, and increasing the number of staff by 15% as well as increasing inbound holidays to Abu Dhabi by 2030. Etihad Airways segregates its services into Etihad Diamond first class and Etihad Pearl Business class which is integrated with actual staff provision and the multi-cuisine availability on board. The augmentation and differentiation of the services provided by the airline company give it a maximum competitive advantage over other competitors such as Emirates Airlines, Air Arabia, Fly Dubai, and Qatar Airways (Travel and Tourism News Middle East 2013, n.p).

Etihad Airways has an advantage in Abu Dhabi since it is the center of tourist attractions and therefore the company has chauffeur service in Abu Dhabi airport and many other airports for first class and business class passengers. The company also uses another marketing strategy of providing 24-hour departure facilities which are different from other companies and an early-hour arrival which is unique and identifiable with the company. Furthermore, the company uses a market penetration pricing strategy that is intended to increase its market share by delivering the same services at the same price as compared to other competitors.

The company has a well-trained staff which gives it high prospects, particularly in its luxurious segments which made it notch very high in customer benchmarking. The company has had bundled pricing efforts accompanied by automatic update facilities about offers and any other important communication which has been very essential in sales promotion thus aiding in market penetration. The company also takes part in travel and tourism events where they do direct marketing and further sponsor huge amounts of money in great events such as Ferrari F1 and Manchester city football club (Travel and Tourism News Middle East 2013, n.p).

Etihad Airways launched a new global brand advertising campaign with a television commercial (TVC) themed “The World Is Our Home, You Are Our Guest” which reinforces the airline's 'guest' proposition and explains how Etihad Airways draws inspiration from around the world to provide industry-leading 'signature moments on the ground and in the air (Travel and Tourism News Middle East 2013, n.p). This was the first branding exercise that shows onboard service with lifestyle scenes from international destinations thus benchmarking itself against best-in-class hospitality establishments rather than other airlines. The company has also partnered with some airline companies that have enabled our sustained growth via reputable and valued global brands.

Conclusively, it is apparent that effective market mixing and hard work have catapulted Etihad Airways to a greater level in the airline industry. The company has strived to do the most unique things in the airline industry such as its global branding and other promotional strategies that are very efficient and rewarding. The company has always strived to put the plight of its customers ahead of other things by ensuring their maximum satisfaction by understanding the competitive nature of the industry. Etihad Airways has equipped every resource they have such as employees in ensuring they occupy a better place in the market, especially the luxurious segments which made it notch very high in customer benchmarking. It is worth noting that every dollar spent wisely will automatically bring a positive change in the company’s life.