1. QATAR AIRWAYS
REYA REJI
ROLL NO. 731
A316
MARKETING II
50121308
BATCH 2014

2. QATAR AIRWAYS: THE
COMPANY
 Parent Company: Government of Qatar
 Category : International
 Sector: Airlines
 Tagline/ Slogans :World's 5-star airline
 USP: Premium Airline, Upper Middle Class,
Middle Class

3. QATAR AIRWAYS: THE
COMPANY
 Qatar Airways Company Q.C.S.C. operating
as Qatar Airways, is the state-owned flag
carrier of Qatar.
 Qatar Airways operates services across Africa,
Central Asia, Europe, Far East, South Asia,
Middle East, North America, South America and
Oceania.
 Qatar Airways is one of the few airlines in the
world ranked “Five Star” by Skytrax, the
independent aviation monitoring agency. Skytrax
also named Qatar Airways’ cabin crew as “Best in
the Middle East” for the third year running and
fifth best in the world, following a survey of more
than 12 million passengers worldwide.

4. QATAR AIRWAYS: THE
COMPANY
 The airlines flies to 119 destinations, and
passengers can connect from Doha to
destinations, including Maldives, Dubai, Bangkok,
Colombo, Seychelles, Cape Town, Dar es Salaam
and Nairobi.
 The airline operates a fleet of 110 aircrafts incl.
cargo.
 Qatar Airways has a number of subsidiary
companies including: Qatar Aviation Services,
Qatar Aviation Catering Company, United Media
International, Qatar Airways Holidays, Doha
International Airport, and Qatar Duty Free.
 The airline has more than 20,000 staff, with
14,000 people employed directly and a further

5. PORTER’S FIVE FORCES
 Barriers To Entry: High
- High Capital Expenditure(cost of buying and
leasing aircrafts, safety and security measures, customer service
and manpower).
- Existance of Companies that have high
brand value and high consumer loyalty.
 Threat of Substitutes: High
- Existence of well established brands
such as Emirates, Lufthansa, British
Airways, Etihad, KLM etc.

6. PORTER’S FIVE FORCES
 Buyer Power: High
- The High competition provides a lot of
options to consumers, hence allowing them to hold a
good amount of power over the airline companies.
 Rivalry: High
- Competition through tapping into new
destinations, providing more services such as
increase in in-flight channels and better menues and
also the use of extensive advertising.

7. PORTER’S FIVE FORCES
 Supplier Power: High
-Suppliers can affect the industry through their
abilities to raise prices or reduce the quality of
purchased goods and services. The airline industry
has few suppliers globally, namely Boeing and Airbus.
Thus the power of the suppliers is high, because
those limited suppliers have a control on the market
due to the huge demand of their manufactured
products

8. KEY DRIVERS
 Consistency
 Product Development
 Advertising, Direct Marketing & PR
 Website, E-commerce, on-line reservations
 Merchandising, onboard amenities, duty-free
shopping Literature, stationery, leaflets,
brochures, tickets, schedules
 Environments : Signage, livery, exhibitions &
trade shows
 Sponsorships & co-branding, CRM & loyalty
programmes
 Human interaction, Customer care

9. SWOT ANALYSIS
 Strengths:
-Comprehensive marketing strategies to build a
strong brand identity.
-High standards of performance, including
safety, security and customer service
-Unique services
-First in providing a variety of customer-
oriented services regarding comfort,
convenience and luxury
- Winner of several important awards

10. SWOT ANALYSIS
 Weaknesses
-Relying Heavily on International Onward Moving traffic.
- Very Little Domestic Traffic and limited market share growth.
 Opportunities
-Brand New Fleet to improve customer confidence
-Hub developing well.
- More brand building and marketing can increase brand
recall.
 Threats
-Increasing Competition in Middle East market
-Increasing fuel prices would affect operations
-Unfavourable scenarios due to Govt policies and regulations

11. QATAR AIRWAYS: THE BRAND
The image that Qatar Airways currently holds can
be listed as follows:
 World Class
 Luxurious
 Hospitable, Caring, Friendly, Warm
 Efficient
 Quality Oriented
 Culturally Diverse

12. QATAR AIRWAYS: THE BRAND
 The Mission of the Airlines is “Excellence in everything that
we do.”
To achieve the goals of its Mission Statement, Qatar Airways
does the following:
 Puts Safety first with the highest standards of safety and
security
 Customer focus—providing genuine service and
hospitality, a service that is personalized to each
passenger’s needs.
 Commitment to people—employing a dedicated
staff, providing them with support and training.
 Cultural awareness, providing the values and hospitality of
Qatar, but understanding and caring for people from all
cultures and background.
 Keeping the company financially strong, with aggressive
growth to continue to provide excellence in service.

13. BRAND PROMOTION- IMAGE

14. BRAND PROMOTION-
DESTINATIONS

15. PROMOTION MEDIUMS
 Media coverage
 Advertising—TV, print, radio
 Travel Agents
 Tour Operators
 Sponsorships and Exhibitions
 Governments
 Airline bodies
 Industry Groups

16. PROMOTION MEDIUMS
 The Airlines sponsors such high profile events as:
World Tourism Day, World Travel and Tourism
Council Summit, World Economic Forum, Leading
International sports events.
 The airlines has created the “Flying Oryx”
Newsletter that it distributes to travel agents. The
newsletter is also available through its websites.
More links could be established to the newsletter
through the Internet.

17. DIFFERENTIATION
 Arabian Hospitality
 The highest standard business class
 Interactive Audio-Video on Demand
Entertainment System
 Largest Personal TV screens
 In seat Back Massage
 Electronic seat Controls
 First Middle East Airline to provide flat beds in
First Class

18. DISTRIBUTION CHANNELS
 Global Distribution Systems:
-Travel Agents all over the world
- Set up of offices and branches in destinations
covered.
 Direct Sales: Call centres, City Ticket
offices(CTO), Airport Ticket Offices(ATO)
 Through the airline’s website: Internet Selling

19. Competitors
 Emirates
An airline based at Dubai International
Airport in Dubai, United Arab Emirates. It is the largest
airline in the Middle East, operating over 2,500 flights
per week, from its hub at Terminal 3, to 122 cities in
72 countries across six continents. The company also
operates four of the world's ten longest non-stop
commercial flights from Dubai to Los Angeles, San
Francisco, Dallas, and Houston.
Emirates is a subsidiary of The Emirates
Group, which has over 50,000 employees, and is
wholly owned by the government of Dubai directly
under the Investment Corporation of Dubai.

20. Competitors
 Etihad
Is a flag carrier of the United Arab
Emirates.Established by Royal decree in July 2003
and based in Abu Dhabi, Etihad commenced
operations in November 2003.
The airline operates more than 1,300 flights per week
to 85 passenger and cargo destinations in 55
countries, with a fleet of 67 Airbus and Boeing
aircrafts.
Etihad was awarded the World's Leading Airline in
2009, 2010 and 2011 by the World Travel Awards.
In addition to its core activity of passenger
transportation, Etihad also operates Etihad Holidays
and Etihad Cargo.The airline is based at Abu Dhabi
International Airport

21. Competitors
 British Airways
is the flag carrier airline of the United Kingdom,
based in Waterside, near its main hub at London
Heathrow Airport. British Airways is the largest
airline in the UK based on fleet size, international
flights and international destinations and second
largest measured by passengers carried.
Has a fleet size of 241 aircrafts and caters to
more than 169 destinations.

22. THANK YOU!