Integrated Project On

8/9/2019 Integrated Project On

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INTEGRATED PROJECT ON

MARKETING PLANNING &

STRATEGIES

AND

MARKETING OF SERVICES


2/21

Mrs. Monica Mor Mrs.Anurupa Singh

Akansha TrehanNishant Jain

Rashmi Batra

Ratna jyoti Baruwati

Satadal Chanda Shikher Srivastava

Tribeni Pegu

Submitted to Submitted by


3/21

COMPANY OVERVIEW

Founded in 2003

Owned and controlled by Mr. Vijay Mallya

Started operations on 9th May 2005 with a flight from

Mumbai to Delhi. Head office based in Mumbai.

Operates 375 flights daily.

Has a network of 71 destination.

Market share of 28%.


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VISIONANDVALUES

The Kingfisher Airlines family will consistently delivera safe, value-based and enjoyable travel experience toall our guests.

VALUES

Safety

Services

Happiness Team.

Accountability


5/21

7 PS

Product Place

Price

Promotion People

Process

Physical evidence


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BLUE PRINTING

Physical

evidence

Customer

On stage

Back

stage

Support

process

Makereservation

Arrive atairport

Check in

Greet andtake begs

Securitycheck

Wait atgate

Boardplane

fly Exitplane

Pick upluggage

Leaveairport

Checkpassenger

Greetcustomer

Servecustomer

Send-offcustomer

Loadbegs

pilot Removebag

Reservation system

Conveyer belt

Metaldetecto

r

Checkplan

Conveyerbelt

Onlinewebsite

ComputerCredit card

Airportexterior

deskterminal

Conveyer belt

Metaldetector

Seatterminal

airplane Beverages AirportBaggage chain

Seatgift shop


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COMPANY REVIEW

oPEST

oPORTERS FIVE FORCESMODEL

oSERVUCTIONMODEL

oSWOTANALYSIS


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PESTANALYSIS

Political

1.International

rules2.Service tax

Economical

1.Subsidy fromgovernment

2.25%growth inaviation industry

Social

1. Health consciousness

2. Style conscious

3. Luxury And class

Technological

1.R&D Activities.

2.Safety measures


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PORTERS FIVE FORCES

MODEL

SUBSTITUTE(Medium)1. Speed trains,

2. High tech buses

Competitors(High)1. jet airways,2. Indian Airlines

SUPPLIER(Mixed)1. Manufacturers(High)2. Caterers(Low)

CUSTOMER(Low)Readiness to payfor services

ENTRANTS(low)1. Virgin Atlantic2. Quatas .


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SERVUCTION MODEL

Invisible Visible

Inanimate Environment

1.Arrival assistance

2.Dinning option

3.Cabin Cleanliness

Service Provider1.Boarding counter

personnel's

2.Flight stewards &

Hostess

Invisible systems

1.Cost cutting

measures.

2.Management.3.B2B services

Customer A.

Kingfisher customers

Customer B.

OtherAirline customers

Benefits to Customer A

1.IFE system.

2.Club Membership

3. Welcome Kit


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SWOT ANALYSIS

STRENGTH

1.Strong support from UB

Group2.Exceptional services

WEAKNESS

1.Overspending of funds.

2.Focus on tier 1 cities

OPPORTUNITIES

1.Air cargo market.

2.Under penetrated domesticmarket

THREATS1.Existing players .

2.Rise in fuel prices.


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MARKETING PLANFORCODE SHAREAGREEMENT


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THE CONCEPT

Code sharing or Codeshare

is an aviation business term for the

practice of multiple airlines selling space on

the same flights

Synergies:-

Connecting flights.

Flights from both airlines that fly the same

route.

Perceived service to unserved markets


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PROBABLE CODESHARES

Airlines Advantage

Indian Airlines Oldest & most trusted

Jet Airways In Codeshare business with anumber of international airlines

Spicejet 2ndbiggest player according to

market share

Indigo Only domestic flights

Paramount Airways Targets business travelers


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ANSOFFMATRIX

Products

Market

Present New

Present

MarketPenetration

(Currently N/A)

ProductDevelopment

(Codeshare with

domestic players)

New

Market

Development

(Currently N/A)

Diversification

(Codeshare with

international players)


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STP FORCODESHARE

SEGMENTING:

GEOGRAPHICREGION:More destinationsrather then just metros.

SOCIALCLASSES: targeting large chunk of

middle class.


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TARGETAUDIENCE

Kingfisher has three unique classes of service :

KINGFISHER FIRST

KINGFISHERCLASS

KINGFISHERRED

POSITIONING

As a budget carrier.Fleet to fleet equivalence.


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PRICING STRATEGY

Depends upon degree of

integration between the carriers.

Density of air traffic will increase

irrespective of the increase in fleetsize.

Cost savings through low operating

cost.

Cheaper air tariffs.


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PROMOTION & ADVERTISING

Television Commercials:Being the official airlines for IPL 3

Online Advertisements:

Kingfisher World.

Social networking sites.

Magazines:

Business Week

India Today

News Papers:

Major dailies


20/21

RECOMMENDATIONS

1.Increased presence through interlineagreements and evaluation of global

alliances.

2.Increase ancillary revenues through launch of

cargo operations.

3.Strenthen customer loyalty through FFP

program.

4.New internet booking engine driving greater

consumer traffic.

5.Leverage international POS to stimulate

demand in Key South East Asian markets.


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OUTCOME

Major players in the aviation industry

Utilizes their resources to the optimum

level

A lot of scope for diversifications like code

sharing

Integrated Project On

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