1. o Kingfisher Airlines ……….The king of good times BY: ANKIT KUMAR PGDM-I Semester

2. BACKGROUND Government of India nationalized 9 Airline Companies in 1953 According to Act IAC and AI have a Monopoly 1994-IAC renamed IA 1995-Six private airlines accounted for 10% of market share 2003-Air Deccan Started its Domestic air travel operations.

3. BACKGROUND(Contd.) Various Promotional schemes used by Air Deccan. 2005-Number of Domestic Passengers increased. So right time to launch KFA

5. In December 2005 KFA had 9 aircrafts having a 6% Market Share

6. In 2006 Market share increased to 7.6%

7. Various Awards-Best new Airline Award, Service Excellence for a new Airline

9. Demographic Competitors Product Economic Distributors ENVIRONMENT MARKETING Customers KINGFISHER Price Promotion Political-legal Place Suppliers Employees Socio-cultural

10. PESTEL ANALYSIS POLITICAL FACTORS 1) Open sky policy 2) FDI limits: 100% for Greenfield airports 74% for the existing airports 100% through special permission 49% for airlines. ECONOMICAL FACTORS 1) Contribution to the Indian economy. 2) Rising cost of fuel. 3) Investment in the sector of aviation. 4) The growth of the middle income group family affects the aviation sector

11. PESTEL ANALYSIS SOCIAL FACTORS 1) Development of cities leads to better services and airports. 2)Employment opportunities. 3)Safety regulations. 4) The status symbol attached to a plane travel. TECHNOLOGICAL FACTORS 1) The growth of e-ticketing. 2) Satellite based navigation system. 3) Modernisation and privatisation of the airports. 4) Developing green field airports with private sector for example in Bangalore the airport corporation limited.

12. PESTEL ANALYSIS ENVIRONMENTAL FACTORS 1)The increase in the global warming. 2)The sudden and unexpected behavior of the atmosphere and the dependency on whether. 3)Shortage of the infrastructural capacity 4)Tourism saturation. LEGAL FACTORS 1) FDI limits 2) Bilateral treaties 3) Airlines acquisitions and the leasing cost.

14. After acquiring the Deccan kingfisher has started a new fleet known as Kingfisher Red. The 7Ps ….

17. There are multiple touch points and finer promotional services working for the promotional activities.

19. There are a few segments that are majorly for the youth and the high lifestyle segments.

20. Socio economic class mainly in the age group of 25-45 years are the main segments for which there is a specific prices offered by kingfisher.

22. PROCESS CUSTOMER SALES UNIT AGENTS AIRLINE INTERNET AIRPORT BAGGAGE SCANNING RESERVATION CHECK-IN BAGGAGE SECURITY BOARDING/ EMBARKATION FLYING/ TRANSPORTATION DISEMBARKATION AT DESTINATION BAGGAGE DELIVERY EXIT

24. Quality of the service.

25. Route rationalization.

26. First airline to have a new fleet of airbuses.

28. High ticket pricing.

30. The non penetrated domestic market.

31. International market.

33. Infrastructure issues.

34. Fuel price hike.

35. Tourism saturation

36. Economic slowdown.

38. Support Services Launch of ‘King Mobile’, an sms service to keep guests updated about flight schedules and status of departure. Pick up services from hotel to airport. Porters at the airport to help with luggage. In-flight services (news and entertainment television).

40. Targeting the growing middle class segment that was net savvy, young and upwardly mobile, with a propensity to spend.

41. Maintaining a good passenger load factor

42. Launch of Kingfisher First

44. Summary KFA was the first Indian carrier to place an order for A380s. KFA offered a facility for home delivery of tickets on demand Multiple fare options and auctioning of tickets on all traffic routes Frequent flyer rewards, benefits & recognition Alliance with Dish TV to bring live TV in Flight 26% stake in Deccan Aviation Quality & Continuous innovation

45. SUGGESTIONS Reduce the labor cost Simplify the flight operations Offer more transparent pricing Get smart on fuel The process of acquiring spice jet if complete would make kingfisher the largest player in the aviation industry Different modes of pricing should be taken care of.