Kingfisher's marketing plan

INDIAN INSTITUTE OF FINANCIAL MANAGEMENT, INDORE,[object Object],Marketing Plan of ,[object Object],Kingfisher Airlines,[object Object],Submitted To:- Submitted By:- Prof. Prakher Sharma AnkitAgrawal,[object Object],DevendraThakur,[object Object]

Airline Industry in India,[object Object],One of the fastest Growing Aviation market.,[object Object],There are approximately 1 billion people & only about 0.05% of them fly.,[object Object],More and more middle class families now prefer Air Travel to Traditional Rail travel.,[object Object],The Indian Travel market is expected to triple to $51 billion by 2011 from 16.3 billion in 2005-06.,[object Object],AAI totally manages 127 airports,[object Object], - includes 13 International airports;,[object Object], - 7 custom Airports;,[object Object], - 80 Domestic airports;,[object Object], - 28 Civil enclaves.,[object Object],Over 1100 registered aircrafts.,[object Object],By 2020, Indian airports are estimated to handle 100 million passengers including 60 million domestic passengers.,[object Object],The amount of cargo handled will fall in the range of 3.4 million tones ,[object Object], per annum.,[object Object]

History of Indian Airlines,[object Object],1911 First Commercial flight Airmails from Allahabad to Naini(10 km),[object Object],1932 The Aviation Department of Tata Sons ltd. established ,[object Object],1938 Tata Airlines(successor to Aviation division of Tata Son),[object Object],1946 Tata Air Lines converted into a public Company and,[object Object], renamed as Air India Limited,[object Object],1948 Air India International incorporated,[object Object],1953 Nationalization of Aircraft Industry,[object Object], Air India(serving the international sectors),[object Object], Indian Airlines(serving domestic sectors),[object Object], Deccan Airways, Airways India, Bharat Airways,,[object Object], Himalayan Aviation, Kalinga Airlines, Indian National,[object Object], Airways and Air Services of India,[object Object],1986 Private Sector Players permitted as Air Taxi operators,[object Object], Players including Jet, Air Sahara, NEPC, East West,,[object Object],Modiluft, etc started service,[object Object]

1990 Open sky policy,[object Object],1994 Private Carriers permitted to operate scheduled services,[object Object],2003 Entry of low-cost carriers,[object Object],2007 Merger of Indian Airlines into Air India,[object Object], Acquisition of Air Sahara by Jet Airways,[object Object],2008 Kingfisher acquired 49% stake in Deccan Aviation,[object Object]

Regulatory Authorities,[object Object],[object Object], Responsible for the formulation of policy, development and regulation of Civil Aviation. Its functions also extend to overseeing airport facilities, air traffic services and carriage of passengers and goods by air.,[object Object],[object Object], Directorate General of Civil Aviation (DGCA),[object Object], Promote safe and efficient Air Transportation through regulation and proactive safety oversight system,[object Object],[object Object], Regulatory authority for civil aviation security in India,[object Object],[object Object], Accelerate the integrated development, expansion and modernization of the operational, terminal and cargo facilities at the airports.,[object Object]

Major Players,[object Object],Spice Jet Air India ,[object Object],Indigo Go Airways,[object Object],Jagson Airlines Alliance Air,[object Object],Jet Airways KingFisher,[object Object]

United Breweries(UB) Group,[object Object],The UB Group is known as a large USD 2.2 billion corporate conglomerate with business interests ranging from spirits, engineering, fertilizers and civil aviation to pharmaceuticals.,[object Object],They constitute a large global group based in India and associate with world leaders in order to adopt technologies and processes, which will enable a leadership position in a large spectrum of activities. UB Group is an employer of choice for aspiring professionals who like challenges no matter what the field or function.,[object Object],We endeavour to be the most preferred employer wherever we operate.,[object Object],The Business of UB Group are:-,[object Object], 1. International trading,[object Object], 2. Fertilizers,[object Object], 3. Beverage Alcohol,[object Object], 4. Engineering,[object Object], 5. Aviation,[object Object]

Kingfisher Airlines,[object Object],Dr Vijay Mallya is the Chairman and CEO of Kingfisher Airlines.,[object Object],Kingfisher Airlines Limited launched scheduled airline services on May 9, 2005 with 4 daily flights.,[object Object],Head Quartered at Bengaluru.,[object Object],There are tools for mood lighting such as web chat, inseatplugins for music, liveTV with 16 channels on each seat.,[object Object],100 percent E-ticket airline.,[object Object]

Board Members,[object Object],Dr. Vijay Mallya, Chairman & CEO,[object Object],Capt. G. R. Gopinath, Vice Chairman,[object Object],Capt. K.J. Samuel,[object Object],Mr. A.K. Ravi Nedungadi,[object Object],Mr. Vijay Amritraj,[object Object],Mr. Anil Kumar Ganguly,[object Object],Mr. Piyush G. Mankad,[object Object],Dr. NareshTrehan,[object Object],DiwanArun Nanda,[object Object],Mr. GhyanendraNathBajpai,[object Object],Mr. N. Srivatsa, Company Secretary,[object Object],Mr. A. Raghunathan Chief Financial Officer,[object Object]

Vision,[object Object], “The Kingfisher Airlines family will consistently deliver a safe, value-based and enjoyable travel experience to all our guests.”,[object Object]

Our Values,[object Object],SafetyThis is our overriding value. In our line of business, there is no compromise.,[object Object],ServiceWe are all in the hospitality business; we must always seek to serve our guests and gain their trust, goodwill and loyalty.,[object Object],HappinessWe seek to build an organisation with people who choose to be happy, and will endeavour to influence our guests and co-workers to be happy too.,[object Object],TeamworkWe will succeed or fail as a team. Each one of us must respect our colleagues regardless of their rank, and we must work together to ensure our mutual success.,[object Object],AccountabilityEach one of us will be held accountable for the successful execution of our duties, commitments and obligations, and we will strive to lead by example.,[object Object]

STP Analysis,[object Object],Segmentation:,[object Object],[object Object],Secondary Hubs- Mumbai, Delhi & Kolkatta.,[object Object],Focus Cities- Cochin, Pune, Ahmedabad, Hydrabad, Indore, Jaipur & many more.,[object Object],International Destinations- London, Colombo, Dubai, Singapore, Bangkok, Dhaka, Hog Kong, Kuala Lumpur & Maldives.,[object Object],[object Object],Gender- both Male & Female,[object Object],Social Classes- Age group from 25 to 45 years.,[object Object],Income Level- Higher and Higher-Middle Income group.,[object Object],Targeting:,[object Object],[object Object]

Kingfisher Class- Middle, Upper-Middle, Lower-Upper segment.,[object Object]

PESTEL Analysis,[object Object],Political Regulators:,[object Object],Directorate General of Civil Aviation(DGCA),[object Object], - controls flying Licenses, pilots, certifying aircrafts and procedures to govern airports & airspace.,[object Object],Airport Authority of India(AAI),[object Object],[object Object],FDI ceiling in Airlines sector is 49% currently.,[object Object],FDI limits:,[object Object], - 100% for Greenfield airports,[object Object], - 74% for the existing airports,[object Object], - 100% for NRI’s.,[object Object]

Economic Factors,[object Object],Contribution to the Indian Economy,[object Object],Rising cost of fuel,[object Object],Investment in the sector of Aviation.,[object Object],The growth of middle income group family affects the Aviation sector,[object Object],Shortage of Infrastructure capacity,[object Object],Social Factors,[object Object],Development of cities leads to better services and airports,[object Object],Employment opportunities,[object Object],Safety regulations,[object Object],Technological Factors,[object Object],The growth of e-commerce and e-ticketing,[object Object],Mobile and online check-in,[object Object],Modernization and privatization of airports.,[object Object],Upgradation of ATC.,[object Object]

Environmental Factors,[object Object],The increase in the global warming,[object Object],The sudden and unexpected behavior of the atmosphere and the dependency on whether,[object Object],Shortage of the infrastructural capacity,[object Object],Tourism saturation,[object Object],Legal Factors,[object Object],Airlines acquisitions and the leasing cost,[object Object],Government policy to not allow the creation of airports closer than 150km from each other like Bangaluru and Hyderabad old airports were closed down when the new ones were started.,[object Object]

S.W.O.T. Analysis,[object Object],StrengthsWeaknesses,[object Object], First airline with full new fleet of aircraft Service delivery to metros and other big cities,[object Object], Quality hospitality provided to customers Yet not in profit,[object Object], Route Rationalization High ticket pricing,[object Object], Already have Training Academy Facing a tough competition from competitors.,[object Object],Quality and continuous Innovation,[object Object],OpportunitiesThreats,[object Object],Under Penetrated Domestic market Existing Operators,[object Object], International market Infrastructure issue,[object Object], Untapped Air Cargo market Fuel Price hike,[object Object], Expanding Tourism Industry Low Profit Margin,[object Object]

4 P’s… Marketing Mix,[object Object]

Fleet Size Airbus A319- 3no. ,[object Object], Airbus A320- 25no.,[object Object], Airbus A321- 8no.,[object Object], Airbus A330- 5no.,[object Object], ATR 42- 6no.,[object Object], ATR 72- 27no.,[object Object],[object Object], - Started business from 3rd September, 2008,[object Object]

Advertisements- Hoardings, Brand Ambassadors.,[object Object],[object Object], Business Outlook, The Economic Times, etc.,[object Object],[object Object], Sponsorships at Tournaments, etc.,[object Object],[object Object]

Endorsing Celebrities like Katrina Kaif, Yana Gupta & DeepikaPadukonePrice,[object Object],[object Object]

Discounted fare for Senior Citizen & Defense Personnel.

Night Saver fares,[object Object]

Online Booking- flykingfisher.com, Yatra.com, MakeMyTrip.com, ezeego1.com

Payments- Credit Cards & Debit Cards

Kingfisher's marketing plan

Kingfisher's marketing plan

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Kingfisher's marketing plan