AVINASH SHANKAR, COURSE-PGDM (MKTG.), AICTE, ROLL NO.

- 13, SBS-932903,

KINGFISHERS AIRLINES
INTRODUCTION OF AIRLINES INDUSTRY-

 Aviation Industry in India is one of the fastest growing industries in the world

 Origin of Indian civil aviation industry

 India occupies an eminent position in the civil aviation sector with a large fleet of
aircrafts

 Estimates show that the domestic and international passenger traffic in India is growing
tremendously.

INTRODUCTION OF KINGFISHERS AIRLINES-

 Kingfisher Airlines is a wholly owned subsidiary of United Breweries Holdings Limited

 Kingfisher Airlines Limited is an airline company based in Bangalore, India

 This airline was introduced in the market to target the domestic luxury segment

 Kingfisher Airlines was introduced into the Indian airline market by the Indian Business
Tycoon Dr Vijay Mallya

 Kingfisher is one of only six airlines in the world to have a five-star rating from Skytrax

7P’s KINGFISHERS AIRLINES-

 PRODUCT

 PRICE

 PLACE

 PROMOTION

 PEOPLE

 PROCESS

 PHYSICAL EVIDENCE

PRODUCT OF KINGFISHERS AIRLINES-

 CORE-

 Transportation
AVINASH SHANKAR, COURSE-PGDM (MKTG.), AICTE, ROLL NO. - 13, SBS-932903,

 SUPPLIMENTARY-

 Check in
 Food on board
 Connecting Flight
 Complimentary Gifts
 In-flights
 Entertainment
 Frequent Flier
 Programs
 AUGMENTED-

 Online booking
 Variety of meal options
 Pick up and drop service
 Mobile Ticketing

PRICE OF THE KINGFISHERS AIRLINES-

Based on

 Class of travel

 Load factors

 Date of travel

 Day of travel

 Profit margins

 Competitors pricing

PLACE OF THE KINGFISHERS AIRLINES-

 “Vijay Mallya” himself is a brand and the brand “Kingfisher” has also established a
remarkable standing in the market place

 Kingfisher has a wide distribution channel that gives easy access to it’s customers

 Tickets can be booked through various channels

 Consolidation

 Tour Operator/ Travel Agency (Clear trip, make my trip.com

 Affiliated with companies

AVINASH SHANKAR, COURSE-PGDM (MKTG.), AICTE, ROLL NO. - 13, SBS-932903,

 Direct through home leased system

 Kingfisher has a plush corporate office

 in Andheri, well equipped with trained employees & has a spread of offices across India

PROMOTION OF THE KINGFISHERS AIRLINES-

Promotion through the Advertisement and publicity-

 Hoardings
 Brand ambassador
 Kingfishers calendar
 NDTV Good Times
 Tagline
 Media and press release
Sales promotion-through the Personal selling-

 Travel Agencies
 Front line staff
 Kingfisher Red
 Offers
 King club
 5 star privileges

PEOPLE OF THE KINGFISHERS AIRLINES-

 At Kingfisher Airlines, ‘people’ are the most important ‘p’

 People provide most services that is the selection, training, and motivation of employees

 The airhostesses at Kingfisher come in contact with the customers in the process of providing
the service, while the cock-pit crew are employees who contribute to the service product
but do not come in direct contact with the customers.

 Dr. Mallya handpicks the air hostesses for his Airlines as they is expected to possess a
pleasing personality with polite service handling

 Whereas the cock pit crew at Kingfisher Airlines require to possess high analytical and
technical skills

 Also at Kingfisher, there is the ancillary service personnel, the travel agent who plays a very
important role in creating the service exchange but is not a part of the service.
AVINASH SHANKAR, COURSE-PGDM (MKTG.), AICTE, ROLL NO. - 13, SBS-932903,

 At Kingfisher Airlines, the front line staff play a critical role in ensuring that the service is
delivered to the customers as promised

 This ensures some amount of reliability, and this in turn affects the degree of responsiveness
sought from customers.

 The quality of service that the front-lone staff of Kingfisher Airlines provides is highly
dependent on his/her ability to communicate their credibility

 The front line staff need to possess ‘empathy’ which implies that these personnel listen, adapt
and be flexible in delivering what individual customers need

 Some of the employees at Kingfisher Airlines are sent on a 21 day training programme to
the US and Frankfurt which motivates them to stay on with Kingfisher.

 They are also provided with offers such as one-month bonus or some incentives, on the
achievement of the sales targets.

PROCESS OF THE KINGFISHERS AIRLINES-

 The process of Kingfisher airlines’ service lays emphasis on the involvement of

channels, front line staff, travel agency offices, offices of the tour operators or so form
where the services flow & reach to the ultimate users.

 The process begins at the time of reservation goes on to the confirmation

of seats. For e.g.: Computer reservation system of Kingfisher Airlines enables
any reservation request from anywhere in the world to be auctioned in minutes.
The reservation facility is accessible through all-major computerized reservation system
of the world.

 By giving details of where to book and how to book Kingfisher airlines help in
providing quality services to the customers.

 They also offer concession, by not charging any cancellation charges and also giving
them the option to make a change in the reservation status if they request.

 All these facilities go a long way in increasing passenger convenience.

 Facilities at the airport, the baggage handling, flight information, etc. also helps in
delivering quality service and making travel a pleasure.

 In the aircraft, the meal service, in-flight entertainment, reading material, in-flight
amenities, etc. enable the travelers to have an enjoyable and convenient travel.

 All these procedures form a part of the total process designed to deliver quality
service at Kingfisher Airlines.
AVINASH SHANKAR, COURSE-PGDM (MKTG.), AICTE, ROLL NO. - 13, SBS-932903,

 Kingfisher Airlines is making every effort to constantly redefine service procedures to

enhance service satisfaction levels.

FLOWERS OF SERVICES-KINGFISHERS AIRLINES-

BLUE PRINTING

 Blue printing is a technique which is used to portray an existing service situation and
provides a useful tool to assess and identify service evidence opportunities.

 The process of service delivery, the role of customers and employees and the visible
elements of the service are simultaneously displayed by the service map.

 Blue print provides 2 additional features to add to the management information.

AVINASH SHANKAR, COURSE-PGDM (MKTG.), AICTE, ROLL NO. - 13, SBS-932903,

1. provides greater attention to customer interaction;

2. Provides a visual representation of the structure of the service.

PHYSICAL EVIDENCE OF THE KINGFISHERS AIRLINES-

 Physical Evidence refers to the environment in which the service is delivered and
where the service industry and customer interact.

 At Kingfisher Airlines, the aircraft by itself, the seating configuration which is meant to
be comfortable and spacious, and the in-flight food provided would make up the physical
evidence in this service.

 Boeing & Airbus are the 2 best commercial aircraft makers and almost all airline
industries make use of one of these airlines. The seating is such that it is
comfortable and there is enough leg space.

 The in-flight food is another, important aspect, a wide selection of meals is offered to
the passengers. Passengers are requested to indicate their reference at the time of
reservation itself. Kingfisher Airlines has introduced new sleeper seats with electric
controls for reclining lumbar support, leg rest extension, expanded seat back height
for a more insulated environment, thus providing highly comfortable seating.

 Booking offices and ticket counters at Kingfisher Airlines are extremely spacious and
well designed with good looks. Further the aircrafts are given excellent exteriors and
are maintained well.

 The aircrafts at Kingfisher Airlines have elegant interiors well designed seats with
more leg room especially in the business class.

 Domestic lounge sare enhanced with good interiors and basic amenities which make it an
ideal place to conduct business entertain or relax.
AVINASH SHANKAR, COURSE-PGDM (MKTG.), AICTE, ROLL NO. - 13, SBS-932903,

KINGFISHER INDUSTRIAL LIFE CYCLE-

 Indian aviation industry growth rate=24%

 Kingfisher airlines growth rate=37%

KINGFISHER AIRLINES SWOT ANALYSIS-

STRENGTHS-

- Operating in a niche market: domestic luxury segment

- “Kingfisher” itself is a well established brand

- The customer service provided is extremely exceptional for a domestic airline

- Highly trained and attractive staff.

WEAKNNESS-

- Unable to generate expected returns on the investments

- overspending of funds

- Loads are lesser than that of its competitor Jet Airways

AVINASH SHANKAR, COURSE-PGDM (MKTG.), AICTE, ROLL NO. - 13, SBS-932903,

PORTER’S FIVE FORCE ANALYSIS FOR KINGFISHER AIRLINES

COMPETATIOR ANALYSIS-
AVINASH SHANKAR, COURSE-PGDM (MKTG.), AICTE, ROLL NO. - 13, SBS-932903,

CONCLUSION-

 The ROI is low for kingfisher airlines.

 (ROI = Profit / Capital Employed)

 Being a private carrier it has potential to improve on its margins with effective cost
reduction policies.

 The strategy of Vijay Mallya is that he uses Kingfisher Airlines to popularize his beer
“Kingfisher” thus helping him to leverage his brand name to a win-win situation in both
his businesses.