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Marketing Management Case Study

Case Title:

Dubai Duty Free: Promotion and Expansion

Publication Year :  2010

Authors: Daksha Bhat

Industry: Event Management

Region:United Arab Emirates

Case Code: MM0044

Teaching Note: Available

Structured Assignment: Available


Dubai Duty Free's (DDF) remarkable marketing and promotion strategy saw sales rising from $20 million in 1983 to $380 million in 2003. It was declared the third largest duty free retailer in the world in 2003, surpassing the sales of operations at airports with greater traffic. DDF's aggressive promotions include raffles for luxury cars and million dollar prizes. It sponsors international sporting events and also runs television campaigns. A shopping area designed to ensure greater footfall and a wide range of products to satisfy diverse customer preferences ensure that it has the highest penetration and average spend per passenger in the world. While creating the ultimate shopping experience, the airport and the airline have played an important role in increasing the international awareness of Dubai as a tourist destination.

Pedagogical Objective:

  • To discuss DDF's promotion strategy, the product strategy, and the way the geographic location of Dubai was leveraged
  • To discuss the effect of a co-operative government, the synergy generated by the operations of the Emirates Airline, the airport and DDF and its connection to the economic development of Dubai.

Keywords : Branding, Promotion, Marketing Strategies Case Study, Sponsorship, Expansion, Innovation, Market penetration, Marketing environment, Product mix, Positioning


  • Making a Strategic Choice
  • Expanding Operations
  • Spreading the Word
  • Parallel Growth

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