The Presentation on the Marketing Strategy of Etihad Airways and Emirates Airlines Presented by:-

What is Etihad Airways? Etihad Airlines is the Flag Carrier of the United Arab Emirates. It is one of the world’s leading airlines. Etihad Airlines was established as per an Emiri Decree or Royal Decree in July 2003 and Commenced its operation in November 2003. The Hub of Etihad Airways is Abu Dhabi the capital city of the United Arab Emirates.

What is Etihad Airways? Etihad operates flights 1300 flights per week with a fleet of 66 aircrafts . The Etihad is serving an international network of 87 passenger and cargo destination over 55 countries. The airlines concentrates on reflecting the best of cultured, considerate, warm and generous Arabian Hospitality.

The Business of Etihad Airways Etihad’s main business is the international air transportation of passengers. Etihad also operates Etihad Holidays, Etihad Cargo Andd a global contact centre organisation as part of its commercial group.

The Operational Facts of Etihad Airways On average Etihad currently operates: 187 flights per day 1,311 flights per week 5,638 flights per month 68,172 flights per year (current estimates)

The Frequent Flyer Programme of Etihad Airways The frequent flyers programme of Etihad Airways is known as Etihad Guest. The Etihad Guest have more than 1.3 milliom members. The members can reedem the accumulated points by availing flights, hotel accomodations, car rental at discount and a wide range of products form the Etihad Guest’s online Reward Shop.

The Sponsorships by the Etihad Airways Formula 1 Etihad Airways Abu Dhabi Grand Prix, Manchester City Football Club, Etihad Stadium in Melbourne, Sport Australia Hall of Fame, GAA Hurling All Ireland Senior Championship, Harlequins Rugby Football Club V8 Supercars Australia.

The Products of Etihad Airways The main aim of Etihad Airways is to provide the guests with a superior travelling experience both in-flight and on the ground. Every aircrafts of the Etihad Airways is now have three classes i.e the Economy class, Business Class and also the First Class. The Etihad provides premium lounges to the guests at Abu Dhabi, London, Manchester Frankfurt, Dublin. The Etihad provides Chauffer pick up at 28 locations globally to its guests.

The Classes of Etihad Airways The Diamond First Class The Pearl Business Class The Coral Economy Class

The Diamond First Class The Etihad introduces this class in August 2009. This class gives the guests the complete comfort and privacy. The diamond first class is consist of a superb leather bed which can be reclined 180degree to be converted into a comfortable bed, a large wood finished table, 23-inch personal entertainment screen, a personal wardrobe with mirror, personalised lighting with dimmers and in- seat power points and USB’s. The first class cabin also have a spacious changing room. The first class seats are having a door which gives complete privacy to the guests.

The Pearl Business Class The Etihad Airways Pearl Business Class consists of superb leather seats which can be reclined 180 degree to be converted into a flat bed, ambient lighting with dimmer setting, more in-seat space, a state of the art panasonic in-flight entertainment system with a 15.4 inch personal screen. The seats of the Pearl business class are longer and wider which offers more comfort to the guest. The seats are in 1-2-1 configuration. The seats also include larger meal and coctail tables.

The Coral Economy Class This new Economy cabin offers a new interior design. Seats are ergonomically designed for comfort, with a 32 inch pitch, footrest and a deep recline. Each seat is also equipped with a handheld controller, USB port and power sockets underneath the 10.4 inch personal entertainment screen. A large pillow is provided. Small touches on the seat such as coat hooks and cup holders make the space more individual.

The Services Provided to the Guests Inflight entertainment Amenity kits Inflight Duty Free Lounges Etihad Chauffeur Luxury coach service Online check-in Check-in, Dubai terminal Check-in, Abu Dhabi Airport Priority boarding

Etihad’s Areas of Business The Etihad’s business is divided into geographical areas which are as under. Middle East Europe Australia Asia North Asia South East Asia South Asian Subcontinent Africa America

How Etihad Do The Sales of Their Products The Etihad employs the following supply chain to distribute the products:- Travel Agents Own Travel Offices Retail Outlets Contact Centres The Internet Interline Partners Travel Wholesellers

The Geographic Segmentation of Etihad The Etihad has divided the world into 6 region for selling their products. Each region has a Regional General Manager. Under Regional General Manager there is a Country Manger for each country which falls under that region. Americas; Europe; Africa and the Middle East; UAE and Oman; Indian Sub Continent and Asia Pacific North; and Asia Pacific South and Australasia

The Demographic Segmentation of Etihad’s Guests The Etihad has done the segmentation of their guests on the basis of the following category:- Corporate. Multinational. National and SME. Leisure guests. Marine. Meetings, Incentives Conferences and Events (MICE). Students. Visiting Friends and Relatives (VFR). Religious. Labour.