KINGFISHER AIRLINES

Prepared By

Sumit VishalYuankunal

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.

• Wide network –major focus metro cities.

• Flight bookings.

• Book in person

• Travel agents

• Online

• India ‘s first “Fly by SMS ” services.

PLACE –NETWORKING

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) In-text: (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-face-prosecution-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-550-crore-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-to-restricted-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=836662920#q=kingfisher+club&tbm=isch&imgdii=_ [Accessed: 26 Jan 2014].

Thank you