Principles of Marketing, Global 17th Edition Solution Manual

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Chapter 1MARKETING: CREATING CUSTOMER VALUEANDENGAGEMENTMARKETING STARTER: CHAPTER 1Emirates’CustomerValue-Driven Marketing:EngagingCustomers and BuildingBrand CommunitySynopsisFounded in 1985, the EmiratesGroup operates across six continents and 144 cities.It is the largest internationalairline in the world.Emirates set out to be an innovative, modern, and customer-oriented provider of high-quality air travel services.Through the years, it has successfully and continuously created a customer-focused value proposition byoffering a combination of products, services, information, and experiences customized for its market demographicsfor each of its destinations. Examples are the ICE system and the Skywards Program, which have allowed Emiratesto deliver its value proposition to its customers and support its mission statement of committing to high standards.As competitors continued to discount air fares to loss-making levels, Emirates maintained fares while managinghealthy yields supported by excellent load factors.The company was able to do this because of its customer-value driven marketing approach and its serviceproposition, for which customers continue to be willing to pay a premium.Beyond the functional benefit of air travel, Emirates marketed its services as “The Emirates Experience,” agenuine passion for comfort and attention to detail. Customers didn’t just fly Emirates; they experienced it.In these digital times, Emirates is forging a new kind of customer relationship, a deeper, more personal, moreengaging one. Emirates uses online, mobile, and social media to connect with its customers and creates brand“tribes”—large groups of highly engaged users—with the help of social media platforms such as Facebook, Twitter,Instagram, YouTube, and Pinterest.The company’s “Hello Tomorrow” campaign, launched in 2012 in over 80 markets, presented Emirates’ newmindset, which celebrates global travel, conveying its commitment to connect with people and help them realizetheir potential through travel.The “Hello Tomorrow” campaign reached 43 million viewers across 85 countries. Emirates’ considerationjumped from 38 percent to 69 percent among viewers and an impressive 84 percent of themreportedly believeEmirates was a brand that sought to connect the world and “create a brighter future.”Emirates has become the world’s most valuable airline brand with an estimated value of $6.6 billion, accordingto the 2015 Brand Finance Global 500 report. Through its campaigns, Emirates has demonstrated commitment,authenticity, relevance, and differentiation, and has successfully changed the way it reaches out to its customers bymoving away from the product and creating a discourse of global customer engagement.Discussion ObjectiveAn active 10-minute discussion of theEmiratesstory will help link students to key foundational marketing concepts.Emiratesprovides an excellent vehicle for introducing the overall marketing framework presented in Chapter 1 andthroughout the text: Good marketing is all about creating value for customers and building strong customerrelationships in order to capture value from customers in return.

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