ADVANCED RESEARCH SKILLS-BUSINESS SIMULATION
DRAFT REPORT
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DRAFT BUSINESS PLAN
The innovative business idea that will be profitable for Emirates will be introducing Luxury sleep pods in economy class for passengers who will travel for longer duration in the flight. This innovation will enable Emirates to improve their economy class flying experience using these modern sleeping pods allowing passengers to have a comfortable ride on long flights without having to switch to business class. With work in mind, pods will feature reclining seats with privacy screens, memory foam, adjustable lighting, noise-cancelling features and climate control functions (Mathe et al.,2019).
On sustainability, the pods will afford recycled fabric in construction and low energy consumption electronic devices. During the implementation of this new service Emirates must sign a memorandum with companies involved in providing sustainable aviation fuel (SAF). This will allow the passengers who use the sleep pod service will have the opportunity to become participants in a green flight programme.
This Luxurious sleep pod feature will be aimed at customers who are willing to spend a little extra for comfort without having to travel in business classes. By charging for this, Emirates will make additional revenues since this will be beyond their initial sales. It will receive boosted customer satisfaction as it responds to a key concern of the passengers about Emirates lacking comfort in the economical class during long-haul flights. This innovation will indeed strengthen the reputation of Emirates as an organisation that aims to satisfy the customer as a priority, even if the passenger is an economy-class flyer. This service will also increase Emirates' existing focus on guaranteeing sustainability and luxury throughout all their operations (Cripps, 2020).
(Source: Cripps, 2020)
PROPOSED MARKETING PLAN FOR THE INNOVATIVE SERVICE
(Source: Google Image, 2024)
This innovative Luxury Sleep pod aims to appeal to the aeroplane’s economy class travellers who would like to have comfort at a premium price without having to pay for the business class by promoting a series of marketing strategies that should be employed by Emirates.
Target Audience: The main targeted consumers will be frequent travellers and passengers who traveller much long distances and business-class people. It will also target passengers who prefer flying economy but at times need a touch of comfort. Furthermore, environmental consumers will be appealed through a call to action on the materials used in the pods and the ability to select carbon-neutral flight experiences.
In-Flight Promotions: Emirates will advertise the luxury sleep pods by including information about them within its inflight magazine or through targeted promotions to economy passengers when they are checking in or boarding their flight to directly upgrade through the seat.
(Source: Author, 2024)
Partnerships and Influencers: Working with travel bloggers and influencers will create traffic and actual endorsements. Influencers could also give their experience in flight through other channels such as YouTube and TikTok, to a global audience.
Digital Marketing: Emirates will run internet ads on Instagram, Facebook, and LinkedIn to promote the comfort and budget-friendly prices of the luxury sleep pod. These will include virtual tours in 360 ° viewers providing potential passengers with the experience of travelling in pods. This facility will also be employed to send out promotional discount emails to the airline's different email marketing lists while providing early access promotions to loyalty members (Heathcote, 2024).
SCREEN CLIPPINGS
REFERENCES
Heathcote, A. (2024) Digital marketing in aviation: The importance of marketing for airlines. [online] Adido Digital. Available at: https://www.adido-digital.co.uk/blog/digital-marketing-in-the-airline-aviation-industry/ [Accessed 26 Sep. 2024].
?Cripps, K. (2020) Air New Zealand unveils economy-class sleeping pods. [online] CNN. Available at: https://edition.cnn.com/travel/article/air-new-zealand-economy-sleeping-pods/index.html [Accessed 26 Sep. 2024].
Google Image (2024) In-Flight Promotion of luxury flight services - Google Search. [online] Available at: https://www.google.com/search?q=In-Flight+Promotion+of+louxry+flight+services&sca_esv=4e0a2782dc01dd0c&sca_upv=1&udm=2&biw=1366&bih=641&ei=q_z0ZtPkKfu5juMP8KjWiQ8&ved=0ahUKEwiT5sqj-9-IAxX7nGMGHXCUNfEQ4dUDCBE&uact=5&oq=In-Flight+Promotion+of+louxry+flight+services&gs_lp=Egxnd3Mtd2l6LXNlcnAiLUluLUZsaWdodCBQcm9tb3Rpb24gb2YgbG91eHJ5IGZsaWdodCBzZXJ2aWNlc0j2WlDpFFigVnACeACQAQCYAcUBoAGwGaoBBDAuMjK4AQPIAQD4AQGYAgCgAgCYAwCIBgGSBwCgB94H&sclient=gws-wiz-serp#imgrc=JgYeqpiymi07MM&imgdii=vxcJHbWdileIwM [Accessed 26 Sep. 2024].
Karaa?ao?lu, N. and Çiçek, M., (2019) An evaluation of digital marketing applications in airline sector. Journal of Human Sciences, 16(2), pp.606-619. Available at: https://www.j-humansciences.com/ojs/index.php/IJHS/article/view/5661/2728 [Accessed 26 Sep. 2024].
Mathe, K., Finnell, L. and Peterman, P., (2019) Emirates Airline: The new norm of air travel?. Journal of Hospitality & Tourism Cases, 7(3), pp.27-36. Available at: https://doi.org/10.1177/216499871900700304
