Kingfisher_The Fun Liner

Kingfisher

Kingfisher : The Funliner Experience

Background Note

Monopoly of Indian Airlines Corporation & Air India International till 1990.

1994 : Opening Indian Sky for private companies by replacing Air Corporation Act 1953, FDI Investment allowed upto 49%.

2000-01 : Air India market share drops from 100% to 36% .

2003 : Air Deccan started as first Low Cost Carrier describing it as airline for “Common Man”.

2003 : No. of passenger increased from 26.36 to 40.09 million.

Kingfisher History

Kingfisher Airlines started its Indian operations on May 7, 2005, positioned itself as budget carrier by Vijay Mallya.

KFA was a pert of UB Group founded in 1915 by Thomas Leishmanin, a Scotsman, primarily as a beer mfg. company

1947 : Vittal Mallaya, took over as first Indian director, expanded it into various sectors like Wines & Spirits, agro, pharma

1947 : UB Group Acquired McDowell.

2005 : UB Group became India’s largest business group with net revenue of $ 2 billion

Flying the good timesWithin 6 months form commencement, KFA had a fleet of 9 aircraft with 6% market share operating on 56 routes.

Dec 2005 : Awarded as “Best New Airline of the year” in APAC & Middle East by Center for APAC Aviation.

Jan 2006 :Voted as 3rd most successful brands launch of 2005 in Business Standard annual brand derby

Feb 2006 : “Service Excellence” award by Skytrox

The Funliner Experience In flight entertainment & well designed interiors.

Only one class “Kingfisher Class”

More leg space, passengers as “Guest”

Free gifts for guests, facility to check aircraft altitude & speed

High tech aeronautical system allowing real time monitoring of each aircraft and its condition

Promotional Strategy Advertisement Hoardings

Sponsoring Fashion shows, celebrity golf matches, musical nights etc

King card in association with ICICI bank to create loyal customers offering them exclusive benefits

In flight auction, selling merchandise at attractive discounted price

Chill time offer, Power flyer offer, scheme for army, center & state govt. employees etc.

Reservation & Support ServicesOnline booking system

SMS updates

Strong agents network

CompetitionPrice war started by low cost carrier like SpiceJet, GoAir etc

Acquisition of Air Sahara by Jet Airways for $ 500 mn growing its market share to 45%.

Jet Airways cut down prices to compete with KFA, Air Deccan

Thank You