marketing Strategy of Kingfisher Airlines

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Main pIayers in the aviation industry.... Main pIayers in the aviation industry....et airways et airwaysKingfisher Kingfisherndian ndianSpice jet Spice jetAir ndia Air ndiaAVIA7I^! I!]u,7j[ AVIA7I^! I!]u,7j[ AVIA7I^! I!]u,7j[ AVIA7I^! I!]u,7j[AjJ7 AjJ7 ,+AjJ ,+AjJCurrent Scenario Current Scenario et Airlines + Air Sahara et Airlines + Air Sahara- -> et & et> et & et Lite Lite - -> 29.4 % > 29.4 % Kingfisher + DeccanKingfisher + Deccan - -> 28.9 % > 28.9 % Indian Airlines + Air IndiaIndian Airlines + Air India - -> 19.8% > 19.8% r Vijayr Vijay Mallya Mallya is the Chairman and CEO of Kingfisheris the Chairman and CEO of Kingfisher Airlines AirlinesKingfisher Airlineslaunchedairline services on May 9,Kingfisher Airlineslaunchedairline services on May 9, 20052005 Kingfisher Acquired 46% Of The Share n Air eccan Kingfisher Acquired 46% Of The Share n Air eccan Kingfisher is one of onlyKingfisher is one of only six airlinessix airlines in the world to have ain the world to have a five five- -star ratingstar rating fromfrom Skytrax Skytrax, along with, along with Asiana Asiana Airlines,Airlines, Malaysia Airlines, Qatar Airways, Singapore Airlines andMalaysia Airlines, Qatar Airways, Singapore Airlines and Cathay Pacific Airways. Cathay Pacific Airways.ing[iur nirlin ing[iur nirlin ing[iur nirlin ing[iur nirlinPRODUCT PRODUCTCurrently the kingfisher airline operates theaircrafts like the airbusCurrently the kingfisher airline operates theaircrafts like the airbus A 320, A 319 A 320, A 319- -100 and ATC 100 and ATC- -72. 72.After acquiring the eccan kingfisher has started a new fleet knownAfter acquiring the eccan kingfisher has started a new fleet known as kingfisher red.as kingfisher red. The 7PsThe 7PsThe 7PsThe 7Ps PRICE PRICE The price segments that kingfisher targets is the higher income group asThe price segments that kingfisher targets is the higher income group as well as the upper middle class background. well as the upper middle class background. There are a few segments that are majorly for the youth and the highThere are a few segments that are majorly for the youth and the high lifestyle segments. lifestyle segments. Sec A, sec B+ socio economic class mainly in the age group of 25 Sec A, sec B+ socio economic class mainly in the age group of 25- -4545 years are the main segments for which there is a specific prices offeredyears are the main segments for which there is a specific prices offered by kingfisher. by kingfisher. Some of the services offered by kingfisher do emphasis on their policy toSome of the services offered by kingfisher do emphasis on their policy to target those segments which are willing to pay for luxury. target those segments which are willing to pay for luxury.The 7Ps .. The 7Ps .. The 7Ps .. The 7Ps ..PLACE PLACE Covers even the toughest terrains in the country, and the servicesCovers even the toughest terrains in the country, and the services ranges from Ahmadabad toranges from Ahmadabad to Agartala Agartala and to the major cities such asand to the major cities such as elhi, Bangalore, and Chennai etc. elhi, Bangalore, and Chennai etc. The main strategy that kingfisher follows is to target the metro citiesThe main strategy that kingfisher follows is to target the metro cities or the tier 1 cities in ndia. or the tier 1 cities in ndia.PROMOTIONPROMOTION There are many events and advertisements through which kingfisherThere are many events and advertisements through which kingfisher airlines is promoted. airlines is promoted. There are multiple touch points and finer promotional servicesThere are multiple touch points and finer promotional services working for the promotional activities. working for the promotional activities. Loyalty and frequent flyer programs are also carried out. Loyalty and frequent flyer programs are also carried out.The 7Ps .. The 7Ps .. The 7Ps .. The 7Ps ..W W PeopIe PeopIe Backbone of the brand Backbone of the brand Extensive trainings Extensive trainings Hospitality industry and consider their customer as guests Hospitality industry and consider their customer as guests nterpersonal skills, aptitude, and service knowledge nterpersonal skills, aptitude, and service knowledgeW W Process Process Booking the ticketBooking the ticket - - online booking oronline booking or tele tele- -booking or from any ofbooking or from any of the kingfisher outlet the kingfisher outletThe 7Ps .. The 7Ps .. The 7Ps .. The 7Ps ..W W PhysicaI Evidence PhysicaI EvidenceW W PersonaI vaIetsPersonaI vaIets W W ExcIusive Iounge spaceExcIusive Iounge space W W Hi! BIitz Hi! BIitzW W Gourmet cuisineGourmet cuisine W W worId cIass cabin crewworId cIass cabin crew W W 5 trendy video 5 trendy video- - Fun TV; 10 music stationsFun TV; 10 music stations - -Kingfisher Radio Kingfisher RadioThe 7Ps .. The 7Ps .. The 7Ps .. The 7Ps ..S.W.O.T.ANALYSIS S.W.O.T.ANALYSIS$TRENGTH$ $TRENGTH$W W Strong brand value and reputation in the minds of customers. Strong brand value and reputation in the minds of customers.W W Quality of the service. Quality of the service.W W #oute rationalization. #oute rationalization.W W First airline to have a new fleet of airbuses. First airline to have a new fleet of airbuses.W W Quality and continuous innovation. Quality and continuous innovation.EAKNE$$E$ EAKNE$$E$W W Still a not in profit organization. Still a not in profit organization.W W High ticket pricing. High ticket pricing.W W Facing a tough competition from competitors. Facing a tough competition from competitors.OPPORTUNITIE$ OPPORTUNITIE$W W The expanding tourism industry. The expanding tourism industry.W W The non penetrated domestic market. The non penetrated domestic market.W W nternational market. nternational market.W W &ntapped air cargo market. &ntapped air cargo market.THREAT$ THREAT$W W Competitors CompetitorsW W nfrastructure issues. nfrastructure issues.W W Fuel price hike. Fuel price hike.W W Tourism saturation Tourism saturationW W Economic slowdown. Economic slowdown.W W Promotions and sponsorship declining. Promotions and sponsorship declining.S.W.O.T.ANALYSIS S.W.O.T.ANALYSIS