Company profile, marketing environment, marketing and promotion mix, product classification, Segmenting, targetting and positioning, etc

1. Kingfisher airlines…
SUBMITTED BY: SHIKHA SINHA
IBS Hyderabad (2011-2013)

2. COMPANY PROFILE:
Started operations on: 9 May, 2005
‡1st flight: Mumbai ± Delhi
‡Modelled its strategies on JetBlue Airways
‡Aircrafts called ‘Kingfisher Fun liners´
‡All aircrafts had IFE
‡Only 1 class - Kingfisher Class

3. Marketing environment:
Micro environment:
COMPANY:
Major goal of the kingfisher airline family is the consistent delivery of
safe and enjoyable travel experience.
SUPPLIERS :
The airline needs regular supply of fuel, food and beverages,
maintenance.
MARKETING INTERMEDIARIES :
Website, ticket booking agents is the few intermediaries.
CUSTOMER :
Company survives on the basis of meeting the needs, wants and
providing benefits for their customers. Fares are average as
compared to competitors. Launch of kingfisher red services to target
budget flyers try to increase the perception of ‘More Value for
Money’ for the passengers.
COMPETITION:
Closest competitor for kingfisher airlines is jet airways, as it is the
fastest growing airline in India.
PUBLIC : Company requires great inward investments from the
shareholders to grow

4. Macro ENVIRONMENT:
DEMOGRAPHICS - This is a five star airline service, so targets the
upper class people. Thus income, social class and occupation are
the factors that affect the company’s marketing strategies.
ECONOMICS: factors which had affected KFA’s market are launch
of new LCC, like go air & spice jet. Jet airways acquisition with air
Sahara which would make Jet Airways India's largest airline with
an almost 45% market. There were also other challenges which
affected the airline industry as a whole, like high aviation turbine
fuel (ATF) prices and congestion problems at high traffic airports
like Mumbai and Delhi.
NATURAL: Involves the natural resources needed by the
company as inputs. Environment concerns have grown steadily in
past few years. Since airline needs fuel which is a natural
resource, so it could be a serious problem in future economic
growth of the company.
TECHNOLOGICAL: Advances in technology affects market in
many ways. Various developments in IT system.

5. MARKETING MIX
Kingfisher Airlines being a service industry experiences the 7 P’s…

6. 4 p’s of Kingfisher airlines:(note: *in continuation of previous 2 P’s)
Products &SERVICES:
Kingfisher first:

7. PRICE:
Kingfisher & Air Deccan have strategized a route rationalization process.
Kingfisher – Corporate & Premium segment.
Deccan – Price conscious mass market.
Kingfisher First Advantage Coupons (6, 8, 12 coupons)
King Saver Personal Coupons(8 tickets for Rs. 72,200)

8. PLACE:
Kingfisher Airlines is an airline group based in India. Its head office is
Kingfisher House in Vile Parle (East), Mumbai.
Kingfisher-Deccan group is the largest domestic airline with a fleet of 71
aircrafts including 41 Airbus & 30 ATR aircrafts…….
537 daily flights covering single largest network in India connecting
69 cities.
Distribution ---- FLIGHT BOOKING:
Booking in personal.
Travel Agents.
Online.
India’s first ‘flybuysms’ service.

10. Promotion mix:
This section can be best explained using the IMC (Integrated Marketing
Communication).
Advertising:
This is any paid form of non-personal presentation &promotion of ideas, goods
&services, from an identified sponsor.
Outdoor advertising through hoardings…

11. Advertising through print media (in magazines & newspapers).
Advertising through electronic media (televisions).

12. Sales promotion:
These are short-term incentives to enhance the purchase or sale of a
product or service.

13. PUBLIC RELATIONS:
This is building good relations with the company’s various publics by
obtaining favorable publicity, building up good corporate image, handling
or heading unfavorable rumors, stories, &events.

14. Personal selling:
Personal presentation by firm’s sales force for the purpose of making sales
& building customer relationship.

15. Direct marketing:
It includes direct connection with carefully targeted individual consumers
both to obtain immediate response & cultivate lasting customer
relationships—the use of direct mail, the telephone, direct response
television ,e-mail, the internet,& other tools to communicate with specific
consumers.

17. PRODUCT MANAGEMENT
CORE BENEFIT - flying in style and comfort
SERVICE DESIGN
Welcome to the kingfisher
Experience ensures easy accessibility to Guests. Telephone numbers are
accessible 24 hours ensure easy availability of tickets.
Amendments and cancellations up to one hour before the scheduled
departure.
Keep their guests informed in case of known delays, cancellations and
diversions.
At the airport
Valet Service. Checking-In, multiple checking counters.
Guests are offered refreshments in case the delay is more than one
hour roving agents.
On board experience
In-flight entertainment meal options- 6 different types of menu world
class crew.
Reaching your destination
Baggage Delivery…Delayed / missed Baggage…

18. Special needs
Special care is taken even while assigning a seat on board the flight.
These Guests are assigned seats closer to the exits and lavatories so
that they can board, use facilities and disembark in comfort.
Hope you had great experience
Kingfisher listens -their feedback system. We understand and improve.
We respond -their follow up contacting customers.
TARGETTING
SEC A, SEC B in the age in the age group of 25-45 years of age. This
segment has travelled extensively and is aware of international travel
trends.
They are modern, trendy and upwardly mobile looking for a great flying
experience.
They target young married professionals (age group 20-35) with small
kids and with income levels more than Rs. 7 lakhs per annum; who
generally commute between Tier 1 and Tier 2 cities ; travel for business
and leisure ; frequent fliers ; enjoy the luxuries of life and have a bent
towards flamboyancy.
These fliers are generally observed to be hard core loyal.

19. SEGMENTING

20. Positioning
The airline was called a budget airline and not an LCC. Fares were above
those of LC C s but lower than the economy class fares of Jet, Sahara,
and IA.
KFA also allowed multiple fare options and auctioning of tickets on all
traffic routes.
The one word which people associate with Kingfisher airlines is
‘Experience.’
KFA created a new category Aviation Hospitality, thus making
hospitality and service the main focus.
Consumers know that they just have to pay a bit more for high level of
comfort during the journey.
This shows how efficiently they have positioned themselves in the
market as a premium brand that provides high quality service at a bit
extra cost.

21. PRODUCT LINES
Kingfisher First
The seats have a 48 inch seat pitch and a 125 degree seat recline with
laptop and mobile phone chargers on every seat. Passengers can avail
of the latest international newspapers and magazines.
There is also steam ironing service on board Kingfisher First cabins.
Every seat is equipped with a personalized IFE system with AVOD which
offers a wide range of Hollywood and Bollywood movies, English and
Hindi TV programmes, TV channels and 10 channels of Kingfisher Radio.
Passengers also get BOSE noise cancellation headphones.
Kingfisher Class
The Kingfisher Class has 32-34 inch seat pitch with footrests, equipped
with personal IFE systems with AVO D on-board. Passengers can access
the latest movies, English and Hindi TV programmes, live TV and
Kingfisher Radio.
There are 17 colour LC D drop-down screens mounted along with
loudspeakers for audio in the cabin overhead, a head-end unit to
handle CDs and DVDs, and a crew control panel.

22. Kingfisher Red
Kingfisher Red is Kingfisher Airline's low-cost class on domestic routes.
Passengers are given complimentary in-flight meals and bottled water.
A special edition of Cine Blitz magazine is the only reading material
provided.
Kingfisher Airlines is the first airline in India to extend its King Club
frequent flyer program to its low-cost carrier as well. Passengers can
earn King Miles even when they fly Kingfisher Red, which they can
redeem for free tickets to travel on Kingfisher Airlines or partner
airlines.

23. PRICING STRATEGY
‘Vijay Mallya’ made it clear that KFA would not be positioned as a low
cost carrier as passengers would attribute the features of low cost
carriers like low quality of service, delayed flight timings, etc., to KFA as
well.
Hence, the airline was called a budget airline and not an LCC . Fares
were above those of LCC s but lower than the economy class fares of
Jet, Sahara, and IA. KFA also allowed multiple fare options and
auctioning of tickets on all traffic routes.
Kingfisher follows a dynamic fare policy and the fare levels fluctuate
depending on the number of bookings made / anticipated on a
particular flight.
It is their commitment to Guests that at any given point of time the
lowest available fare at that time would be made available on all
booking mediums.

24. MY SUGGESTIONS:
Being in a service industry, the ‘tangibility spectrum’ of ‘Kingfisher
Airline’ is very elastic.
In other words all I want to say is as it is already doing, i.e.; ‘tangiblizing
the intangible’. By this I mean attaching tangibles with its services for
value addition.
The service they are providing is airline travel and the tangible aspect
attached to it is the aircrafts. For value addition my suggestions are:
There can holiday packages aligned with frequency of travelling,
for business people or who frequently travel 3-4 times in a month,
from the same airline.
They can provide insurance to domestic passengers for a
particular to and fro travel.(On each journey).

26. thanK You….
shiKha sinha…