Kingfisher Airline

• Dr Vijay Mallya is the Chairman and CEO of Kingfisher Airlines

• Kingfisher Airlines Limited launched scheduled airline services on May 9, 2005 with 4 daily flights between BOM & BLR and one A-320 aircraft.

• There are tools for mood lighting such as web chat, inseat plug-in for music, live TV with 16 channels on each seat

• 100 percent E ticket airline

Value Proposition

Costs lower than economy class travel on full service airlines and marginally more than the ‘bus services’ type low cost competition

Delight and pamper their guests through unparalleled levels of service, comfort, and convenience

`Designer' aircrafts complete with models as air hostesses In-flight entertainment options

Lowest per seat mile cost in India

STP Analysis• Segmentation

Geographic RegionDensitySocial Classes Income Level

• TargetingKingfisher First

company executivesKingfisher Class

lower middle, upper middle, lower upper segment• Positioning

LifestyleBenefitsQuality

S.W.O.T. Analysis

• First airline with full new fleet of aircraft

• Quality hospitality provided to customers

• Route rationalization• Already have training academy

• Service delivery to metros and other big cities

• Yet not in profit• High ticket pricing• High attrition in top brass

• Under penetrated domestic market

• International market• Untapped air cargo market• Expanding tourism industry

• Existing Operators• Infrastructure issue• Fuel price hike• Economic slowdown.

- Strengths - Weaknesses

- Opportunities - Threats

7 P’s• Product

Fleet Size Aircrafts International Foray

• Promotions Advertisements Magazine and Newspaper ads Exposure at non-corporate event Participation in International Airshows Endorsing celebrities like Katrina Kaif and Yana Gupta

• Price• Dynamic pricing model - Multiple fare levels• Uniform rules • No hidden restrictions.• Pricing model - 8 different levels• Discounts provided from time to time

• PeopleBackbone of the brandExtensive trainingsHospitality industry and consider their customer as guests Interpersonal skills, aptitude, and service knowledge

• PlaceOnline Booking - www.flykingfisher.comOnline Booking - Yatra.com, MakeMyTrip.com, ezeego1.comCredit Cards & Debit Cards PaymentSMS / Call Outlets in every major city and at every airport across the

country

7 P’s

7 P’s• Physical Evidence

Personal valets Exclusive lounge space Hi! BlitzGourmet cuisine world class cabin crew 5 trendy video- Fun TV; 10 music stations -Kingfisher Radio

• ProcessBooking the ticket - online booking or tele-booking or from

any of the kingfisher outlet

Problem identification Current Indian scenario : Air travel

For majority of people preference-No frills – low cost airlines

Kingfisher competing with both the “no frills - low cost” airlines as well as those with frills.

Three unique classes of service :– Kingfisher First (Business class) Kingfisher Class (Premium economy) Kingfisher Red (Low fare)

Current segmentation based on social class & income level Social classes: which use full carrier services and those which use first class services of the

railways Income level : Low cost carrier for those who travel by first class railway

Problem with positioning

Brand relates to Lifestyle

Competitive Pressure

Ser

vice

Price

Low cost Carriers changing the game

Indigo

Recommendations Needs to change brand perception

Currently perceived as Lifestyle slogan Red color of crew :Reflects Royalty Over dependence on brand image of Mr. Mallaya

Jet airways : Reflects professionalism Advertisement reflecting Value for Money Gain operational efficiencies through alliances as with Jet Airways Leverage Upon:

New fleet, Unmatched flight service Innovative ideas-LIVE TV with 16 channels Air Boutique, in Kingfisher Airlines

A joint promotion, i.e. using MakeMyTrip services and flying Kingfisher Airlines. By partnering with Kingfisher Airlines, further convenience in travel is

offered at no extra cost- Added value Fleet size expansion

THANK YOU

Presented By:Girish Mittal

IMT Ghaziabad