354444_634048652668754188
TRANSCRIPT
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1857 - Founded by Thomas Leishman .
2005- Airline started on leas of four airbuses .
2007 - Started operating domestic routs .
2008- Airlines owned by U B group .
2008- Announced to make Amsterdam.
2010- ´Committed to achieving our ambition of making Kingfisher Airlines India's largest privateairline both in capacity and market share by2010.µ
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Founded - In 2005 at Bangalore .
Hub ² Bangalore International Airport. Secondary hub- CSIA , IGIA etc .
Parent company ² U B group .
Headquarters- Bangalore (registered). Mumbai (head office) .
Key People ² Vijay Mallya
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Dr Vijay Mallya is the Chairman and CEO of Kingfisher Airlines.
Kingfisher Airlines Limited launchedscheduled airline services on May 9, 2005 with4 daily flights between BOM & BLR and one
A-320 aircraft.
There are tools for mood lighting such as web
chat, in seat plug-in for music, live TV with16 channels on each seat.
100 percent E ticket airline.
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W ord perk programmed ² world perkmembers can earns and redeem frequent flyersmiles on kingfisher ( 2007 ) .
Free flight ticket ² those passenger fly five one
way trips they will get one way ticket ( 2006 ).
Cash reward ² who usually flies out & returnson same day they will be reward with Rs 1000/-
( 2005 ) .
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Kingfisher is international retail business group with retail brands .
It have the 1400 stores in 17 countries .
It is employing 90,000 people.
Its turnover is 1.2 billion.
Commands 29% market of beer
in India & is sold over 52 countries.
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Competitive Pressure
S e r v i c e
Price
Low cost Carrierschanging the game
Indigo
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STRENGHT ² Strong brand image , focus on LCC Segment , Financial backing of UB group .
W EAKNESS - High maintenance cost at ground &
Airline .OPPO RTUNITIES ² Poor service of Air India ,
problem with Jet Airways ( strikes etc) , growth in
air travel , more leisure travelers .
THREATS ² Rising oil price , other low cost airlines
providing better service (kingfisher red is old
aircraft),government initiatives in railway with fast
running ( Duronto) , terrorism fears .
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Rivalry Jet airways , Air India
Power of suppliers
Threat of new
entrants.
Powerof
threats
Power ofbuyers
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Segmentation Geographic Region Density Social Classes Income Level
Targeting Kingfisher First company executives Kingfisher Class
lower middle, upper middle, lower upper segment Positioning
Lifestyle Benefits
Quality
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Costs lower than economy class travel on full service airlines and marginally morethan the ¶bus services· type low costcompetition
Delight and pamper their guests throughunparalleled levels of service, comfort,and convenience .
Designer' aircrafts complete with modelsas air hostesses.
In-flight entertainment options. Lowest per seat mile cost in India.
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Product Fleet Size Aircrafts International Foray
Promotions Advertisements Magazine and Newspaper ads Exposure at non-corporate event Participation in International Air shows Endorsing celebrities like Katrina Kaif and Yana Gupta
Price Dynamic pricing model - Multiple fare levels Uniform rules No hidden restrictions. Pricing model - 8 different levels Discounts provided from time to time
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People Backbone of the brand Extensive trainings Hospitality industry and consider their
customer as guests Interpersonal skills, aptitude, and serviceknowledge
Place Online Booking - www.flykingfisher.com
Online Booking - Yatra.com, MakeMyTrip.com,ezeego1.com Credit Cards & Debit Cards Payment SMS / Call Outlets in every major city and at every airport
across the country
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Physical Evidence
Personal valets
Exclusive lounge space
Hi! Blitz
Gourmet cuisine world class cabin crew
5 trendy video- Fun TV; 10 music stations -Kingfisher Radio
Process Booking the ticket - online booking or tele-
booking or from any of the kingfisher outlet