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KINGFISHER AIRLINES

Prepared By
Sumit
Vishal
Yuan
kunal
KINGFISHER AIRLINES
•

kingfisher airline started its operation on 9th may 2005

•

A major Indian airline based in Mumbai.

•

Kingfisher Airline is one of the only seven Airlines awarded 5 star rating by Skytrax.

•

In may 2009 Kingfisher Airlines Carried more than 1 million passengers.

•

Total connection of 70 cities and 7 international destinations. Flying over 350 flights a day.

•

Current fleet size of 67 aircrafts and market share of 20.8%

•

Recognized as one of the India „s most respected companies in 2006.

•

India „s only five star airline.
SERVICES
•

Domestic
• Kingfisher first
• Kingfisher class
• Kingfisher red

•

International
• Kingfisher first
• Kingfisher class
• Kingfisher red
• Kingfisher Lounge.
FINANCE STRATEGY
•

Key initiative to enhance performance.
• New frequent flyer program launch with unique feature non –air rewards , family club
etc….
• Improve internet booking engine.

•

Stringent actions planned and undertaken to keep cost under control.
• Redelivery of non-operational aircraft.

• Reduced engineering cost by 10-15 % by induction of new key vendors.
• “Fuel monitoring system” reduction in fuel consumptions
• Control on overheads ,e.g.… optimized offices and warehouse spaces.
HR STRATEGY
•

Non poaching alliance with Air Deccan

•

Flying models – selection procedure through national level model contest.

•

Hand picked staff by Mr. Vijay malya.

•

Bank on buddy programme.

•

HR connect magazine .
4 P ‟S
•

PRODUCT
• Domestic and international air journeys
• Airbus A-320 , A-319-100 and ATC 72, ATR 72-500 and ATR 42-500
• Merger with Air Deccan “KINGFISHER RED”
• Kingfisher Elite.

•

PRICE
• Target higher income group
• SEC A-1 , A-2 , B-1.
• Business class.
PLACE –NETWORKING
• Wide network –major focus metro cities.
• Flight bookings.
• Book in person
• Travel agents
• Online
• India „s first “Fly by SMS ” services.
PROMOTION STRATEGY
•

Personal selling
• Travel agency
• Offers
• Frontline staff
• King club
• Brand Ambassador
• Hoardings
• Personal feedback
PEOPLE
•

Special luxurious services.
• Inflight entertainment
• System on every seats

•

Kingfisher Elite
• Custom design Luxurious interiors.
• State of the art technology features
• Exclusive check-In counters.
• Experienced and highly trained professional crew.

•

Special Assistance
• Guest with disabilities and reduced mobility
• Unaccompanied minors
• Expectant mothers and infant
• Other special needs , wheelchair /stretcher.

•

Special meals
STRATEGIC OVERVIEW.
•

KFA started its customer as GUEST rather then passengers.

•

Appealing promotional line ” FLY THE GOOD TIMES ” and it reflected in the experience
company offered to its passengers

•

KFA gave best services to its customers like providing world class interiors and in-flight
entertainment systems

•

KFA came up with only one class airlines

•

KFA created new category of Aviation hospitality thus making service and hospitality main
focus.
SWOT ANALYSIS
•

STRENGTH
• Strong brand value and reputation
• Regional connectivity
• Efficient staff
• Capitalization
• Visionor
• Quality and continuous innovation

•

WEAKNESSES
• Indian psychology
• Infrastructure constrains.
• Facing tough competition from competitors.
•

OPPORTUNITIES

• Expected huge investments
• Expanding tourism industry
• The non-penetrated domestic market
• Un-tapped air cargo market.
•

THREATS
• Competitors
• Fuel price hike

• Economic shutdown.
KINGFISHER AIRLINES (FACTORS)
• POLITICAL FACTORS.
• Open sky policies

• FDI limits :100% for green field airport
• 74% for existing airport
• 100% through special permission
• 49% for airlines
• ECONOMICAL FACTORS
• Contribution to Indian economy.
• Rising cost of fuel

• Investment in sector of aviation
• The growth of middle income group affect the aviation sectors
• SOCIAL FACTORS

• Development of cities leads to better services and airports
• Employment opportunities
• Safety regulation
• The status symbol attached to air travel
• TECHNOLOGICAL FACTORS

• The growth of e-commerce and e-ticketing

• Satellite based navigation system.
• Modernization and privatization in airport
• Development of green field airport with private sectors e.g…
Bangalore airport corporation limited.
• ENVIRONMENTAL FACTORS

• The increase in global warming
• The sudden and unexpected behavior of atmosphere and dependency on
weather.
• Shortage of infrastructural capacity.
• Tourism saturation
• LEGAL FACTORS
• FDI limits
• Bilateral treaties
• Airlines acquisition and leasing cost
REFERENCES
•

HugeDomains.com - FlyKingfishers.com is for Sale (Fly Kingfishers)Intext: (Flykingfishers.com, 2014)Bibliography: Flykingfishers.com. 2014. HugeDomains.com FlyKingfishers.com is for Sale (Fly Kingfishers). [online] Available at: http://www.flykingfishers.com
[Accessed: 26 Jan 2014].

•

In-text: (NDTV.com, 2014)Bibliography: NDTV.com. 2014. Vijay Mallya may face prosecution for not
paying service tax arrears. [online] Available at: http://www.ndtv.com/article/india/vijay-mallya-may-faceprosecution-for-not-paying-service-tax-arrears-403297 [Accessed: 26 Jan 2014].

•

Bibliography: Profit.ndtv.com. 2014. Kingfisher Airlines' lenders get Rs 550 crore by selling shares.
[online] Available at: http://profit.ndtv.com/news/corporates/article-kingfisher-airlines-lenders-get-rs-550crore-by-selling-shares-325710 [Accessed: 26 Jan 2014].

•

In-text: (Tejas.iimb.ac.in, 2014)Bibliography: Tejas.iimb.ac.in. 2014. Tejas Article : Brand management :
The Kingfisher Airlines Saga. [online] Available at: http://tejas.iimb.ac.in/articles/34.php [Accessed: 26 Jan
2014].

•

In-text: (Profit.ndtv.com, 2014)Bibliography: Profit.ndtv.com. 2014. NSE to shift 11 stocks to restricted
trade segment. [online] Available at: http://profit.ndtv.com/news/market/article-nse-to-shift-11-stocks-torestricted-trade-segment-325086 [Accessed: 26 Jan 2014].

•

Bibliography: Google.ch. 2014. kingfisher airlines interior - Google-Suche. [online] Available at:
https://www.google.ch/search?biw=1241&bih=606&tbm=isch&q=kingfisher+airlines+interior&revid=83666
2920#q=kingfisher+club&tbm=isch&imgdii=_ [Accessed: 26 Jan 2014].
Thank you

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Kingfisher airlines

  • 2. KINGFISHER AIRLINES • kingfisher airline started its operation on 9th may 2005 • A major Indian airline based in Mumbai. • Kingfisher Airline is one of the only seven Airlines awarded 5 star rating by Skytrax. • In may 2009 Kingfisher Airlines Carried more than 1 million passengers. • Total connection of 70 cities and 7 international destinations. Flying over 350 flights a day. • Current fleet size of 67 aircrafts and market share of 20.8% • Recognized as one of the India „s most respected companies in 2006. • India „s only five star airline.
  • 3. SERVICES • Domestic • Kingfisher first • Kingfisher class • Kingfisher red • International • Kingfisher first • Kingfisher class • Kingfisher red • Kingfisher Lounge.
  • 4. FINANCE STRATEGY • Key initiative to enhance performance. • New frequent flyer program launch with unique feature non –air rewards , family club etc…. • Improve internet booking engine. • Stringent actions planned and undertaken to keep cost under control. • Redelivery of non-operational aircraft. • Reduced engineering cost by 10-15 % by induction of new key vendors. • “Fuel monitoring system” reduction in fuel consumptions • Control on overheads ,e.g.… optimized offices and warehouse spaces.
  • 5. HR STRATEGY • Non poaching alliance with Air Deccan • Flying models – selection procedure through national level model contest. • Hand picked staff by Mr. Vijay malya. • Bank on buddy programme. • HR connect magazine .
  • 6. 4 P ‟S • PRODUCT • Domestic and international air journeys • Airbus A-320 , A-319-100 and ATC 72, ATR 72-500 and ATR 42-500 • Merger with Air Deccan “KINGFISHER RED” • Kingfisher Elite. • PRICE • Target higher income group • SEC A-1 , A-2 , B-1. • Business class.
  • 7. PLACE –NETWORKING • Wide network –major focus metro cities. • Flight bookings. • Book in person • Travel agents • Online • India „s first “Fly by SMS ” services.
  • 8. PROMOTION STRATEGY • Personal selling • Travel agency • Offers • Frontline staff • King club • Brand Ambassador • Hoardings • Personal feedback
  • 9. PEOPLE • Special luxurious services. • Inflight entertainment • System on every seats • Kingfisher Elite • Custom design Luxurious interiors. • State of the art technology features • Exclusive check-In counters. • Experienced and highly trained professional crew. • Special Assistance • Guest with disabilities and reduced mobility • Unaccompanied minors • Expectant mothers and infant • Other special needs , wheelchair /stretcher. • Special meals
  • 10. STRATEGIC OVERVIEW. • KFA started its customer as GUEST rather then passengers. • Appealing promotional line ” FLY THE GOOD TIMES ” and it reflected in the experience company offered to its passengers • KFA gave best services to its customers like providing world class interiors and in-flight entertainment systems • KFA came up with only one class airlines • KFA created new category of Aviation hospitality thus making service and hospitality main focus.
  • 11. SWOT ANALYSIS • STRENGTH • Strong brand value and reputation • Regional connectivity • Efficient staff • Capitalization • Visionor • Quality and continuous innovation • WEAKNESSES • Indian psychology • Infrastructure constrains. • Facing tough competition from competitors.
  • 12. • OPPORTUNITIES • Expected huge investments • Expanding tourism industry • The non-penetrated domestic market • Un-tapped air cargo market. • THREATS • Competitors • Fuel price hike • Economic shutdown.
  • 13. KINGFISHER AIRLINES (FACTORS) • POLITICAL FACTORS. • Open sky policies • FDI limits :100% for green field airport • 74% for existing airport • 100% through special permission • 49% for airlines • ECONOMICAL FACTORS • Contribution to Indian economy. • Rising cost of fuel • Investment in sector of aviation • The growth of middle income group affect the aviation sectors
  • 14. • SOCIAL FACTORS • Development of cities leads to better services and airports • Employment opportunities • Safety regulation • The status symbol attached to air travel • TECHNOLOGICAL FACTORS • The growth of e-commerce and e-ticketing • Satellite based navigation system. • Modernization and privatization in airport • Development of green field airport with private sectors e.g… Bangalore airport corporation limited.
  • 15. • ENVIRONMENTAL FACTORS • The increase in global warming • The sudden and unexpected behavior of atmosphere and dependency on weather. • Shortage of infrastructural capacity. • Tourism saturation • LEGAL FACTORS • FDI limits • Bilateral treaties • Airlines acquisition and leasing cost
  • 16. REFERENCES • HugeDomains.com - FlyKingfishers.com is for Sale (Fly Kingfishers)Intext: (Flykingfishers.com, 2014)Bibliography: Flykingfishers.com. 2014. HugeDomains.com FlyKingfishers.com is for Sale (Fly Kingfishers). [online] Available at: http://www.flykingfishers.com [Accessed: 26 Jan 2014]. • In-text: (NDTV.com, 2014)Bibliography: NDTV.com. 2014. Vijay Mallya may face prosecution for not paying service tax arrears. [online] Available at: http://www.ndtv.com/article/india/vijay-mallya-may-faceprosecution-for-not-paying-service-tax-arrears-403297 [Accessed: 26 Jan 2014]. • Bibliography: Profit.ndtv.com. 2014. Kingfisher Airlines' lenders get Rs 550 crore by selling shares. [online] Available at: http://profit.ndtv.com/news/corporates/article-kingfisher-airlines-lenders-get-rs-550crore-by-selling-shares-325710 [Accessed: 26 Jan 2014]. • In-text: (Tejas.iimb.ac.in, 2014)Bibliography: Tejas.iimb.ac.in. 2014. Tejas Article : Brand management : The Kingfisher Airlines Saga. [online] Available at: http://tejas.iimb.ac.in/articles/34.php [Accessed: 26 Jan 2014]. • In-text: (Profit.ndtv.com, 2014)Bibliography: Profit.ndtv.com. 2014. NSE to shift 11 stocks to restricted trade segment. [online] Available at: http://profit.ndtv.com/news/market/article-nse-to-shift-11-stocks-torestricted-trade-segment-325086 [Accessed: 26 Jan 2014]. • Bibliography: Google.ch. 2014. kingfisher airlines interior - Google-Suche. [online] Available at: https://www.google.ch/search?biw=1241&bih=606&tbm=isch&q=kingfisher+airlines+interior&revid=83666 2920#q=kingfisher+club&tbm=isch&imgdii=_ [Accessed: 26 Jan 2014].