Title: Kingfisher airline
1 KINGFISHER AIRLINES
Prepared By Sumit Vishal Yuan kunal
2KINGFISHER 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.
3services
- Domestic
- Kingfisher first
- Kingfisher class
- Kingfisher red
- International
- Kingfisher first
- Kingfisher class
- Kingfisher red
- Kingfisher Lounge.
4Finance 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.
5HR 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 .
64 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.
7PLACE NETWORKING
- Wide network major focus metro cities.
- Flight bookings.
- Book in person
- Travel agents
- Online
- India s first Fly by SMS services.
8Promotion strategy
- Personal selling
- Travel agency
- Offers
- Frontline staff
- King club
- Brand Ambassador
- Hoardings
- Personal feedback
9people
- 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
10Strategic 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.
11Swot 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.
13Kingfisher 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
16References
- 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-a
rrears-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-le
nders-get-rs-550-crore-by-selling-shares-325710
Accessed 26 Jan 2014. - In-text (Tejas.iimb.ac.in, 2014)Bibliography Tej
as.iimb.ac.in. 2014. Tejas Article Brand
management The Kingfisher Airlines Saga.
online Available at http//tejas.iimb.ac.in/art
icles/34.php Accessed 26 Jan 2014. - In-text (Profit.ndtv.com, 2014)Bibliography Prof
it.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?biw124
1bih606tbmischqkingfisherairlinesinterior
revid836662920qkingfisherclubtbmischimgdii
_ Accessed 26 Jan 2014.
17Thank you