By

Mohan
 Kingfisher Airlines
• It is India's largest airline. It is based in Bangalore. It operates more than 400 flights a
day and has a network of 78 destinations, with regional and long-haul international
services.Its main bases are Bangalore International Airport, Mumbai's Chhatrapati
Shivaji International Airport, Hyderabad's Rajiv Gandhi International Airport and
Delhi's Indira Gandhi International Airport. Kingfisher Airlines, through one of its
holding companies United Breweries Group, has a 50 percent stake in low-cost
carrier Kingfisher Red, formerly known as Air Deccan.

• Kingfisher is one of six airlines in the world to have a five-star rating from Skytrax,
along with Asiana Airlines, Malaysia Airlines, Qatar Airways, Singapore Airlines and
Cathay Pacific Airways.In May 2009, Kingfisher Airlines carried more than a million
passengers, giving it the highest market share among airlines in India.

• Kingfisher Airlines has a frequent flyer program called King Club. Members of this
program can earn frequent flyer miles (called King Miles) every time they fly with
Kingfisher Airlines or any of its affiliate airlines, and redeem the same for free tickets
on Kingfisher or its partner airlines.
 Jet Airways
• Jet Airways is an airline based in Mumbai, India. It is India's third largest
airline after Air India and Kingfisher Airlines. It operates over 400 daily
flights to 64 destinations worldwide. Its primary base is Mumbai's
Chhatrapati Shivaji International Airport with secondary hubs at Bangalore,
Brussels, Chennai, Delhi and Hyderabad, Kolkata and Pune as focus cities.[
• In July 2008, Which? magazine ranked Jet Airways as the world's best long-
haul airline after Singapore Airlines.In a poll conducted by
SmartTravelAsia.com in September 2008, it was voted as the world's
seventh best airline overall. it has also won an award for the quality of its
catering.[4][5] In February 2009, Jet Airways had 846,000 passengers,
making it the second largest airline in India behind Kingfisher Airlines.[6]

• Jet Airways also operates two low-cost airlines, namely JetLite (formerly Air
Sahara) and Jet Airways Konnect.
 SERVICES OFFERED in JET
AIRWAYS
In-Flight services

 To take the flying experience to great new heights,they have

changed the cabin design, in-flight entertainment,menus and the
livery now sports a bold new attitude and a fresh new look.
 Personalised five-course meal and one can choose what he/she
wants and when one wants from the wide selection of world-class
cuisine.
 As a Première passenger, you have the privilege of selecting your
seat at the time of reservation, relaxing and enjoying complimentary
snacks and beverages at our plush airport lounges at Delhi, Mumbai
(Bombay), Chennai (Madras), Kolkata, Bangalore, Hyderabad and
Jaipur
 Special services include Infant and child care,Wheel chair
Assistance,Expectant mothers,Unaccompanied minors and Medical
Emergencies
 SERVICES OFFERED IN
KINGFISHER
• Personalized video screens and headphones broadcasting 5 video channels
of the trendy FUN TV and the exclusive Kingfisher Radio - 10 channels of
chartbusting music from across the globe.

• They have done everything possible to ensure it. With the most
sophisticated communication, navigation and security systems - both in the
air and on the ground. As well as with a highly trained and skilled team of
pilots and cabin crew who operate in completely state-of-the-art paperless
environments.
• A special selection of food and beverages is available on board
with an individual Menu Card for every guest to enable you to
choose from the finest on offer.
• The Kingfisher Class experience begins even before you step on
board. When you book your ticket online in the comfort of your
home or office. At spacious terminals with the personalized
attention of our dedicated valets. At the convenient check-in
counters. And the attention to detail continues when you step on-
board. With swanky designer interiors, spacious overhead storage
bins, a professional crew decked in designer uniforms and a host
of other comforts and delights.
 Kingfisher Vs Jet Airways
• Kingfisher is one of the • Jet Airways is the
latest Airlines in INDIA. experienced airline in
• Overall growth in year INDIA.
2007-08 is 37%. • Overall growth in year
• Kingfisher acquired 46% 2007-08 is 16%.
share in Air Deccan. • Jet airways acquired Air
• Domestic airlines poised Sahara in 2006.
to go international flights. • Jet Airways already has
domestic as well as
international flights.
 Kingfisher Vs Jet Airways
• In a short span of 2 • Jet Airways has its
years its market share market share 31%
has become 28% including Air Sahara.
including Air Deccan. • Average entertainment
• Personal in-flight services.
entertainment in every • Jet Airways won
seat. Double Honour Travel
• It was awarded the Trade Gazette Travel
‘Best New Airline Of award.
the Year’ award. • They plan to start
• Already have training training academy.
academy
 S.W.O.T. Analysis
- Key Attraction - Key Problem
• Market driver • Loosing domestic market share
• Experience exceeding 14 year • Old fleet with average age
• Only private airline with around 4.79 years
international operation • Scope for improvement in in-
• Market leader flight service
• Largest fleet size • Weak brand promotion

- Opportunities - Threats
• Untapped air cargo market • Strong competitors
• Scope in international service • Fuel price hike
and tourism • Overseas market competition
 S.W.O.T. Analysis
- Key Attraction - Key Problem
• First airline with full new fleet • Service delivery to metros and
of aircraft other big cities
• Brand image with Flamboyant • Yet not in profit
Personality of Vijay Mallya • High ticket pricing
• Unmatched in flight service • High attrition in top brass
• Exclusive Terminal Share Deal
• Route rationalization
- Opportunities - Threats
• Under penetrated domestic • Existing Operators
market • Infrastructure issue
• International market • Fuel price hike
• Untapped air cargo market
• Expanding tourism industry
• Fleet size expansion
 P.E.S.T. Analysis
- Political Issue - Economic Effects
• License issue for international • Rising income level
operation • Reduced fare but yet not
• Infrastructural constraint enough
• ATF price policy

- Social Effect - Technology Effect

• Sound Pollution • Modernization of aircrafts
• Plane hijacking • modern tehnology like CAT3
• 9/11 Incident and ILS
 The 4Ps ….

PRODUCT
 Currently the kingfisher airline operates the aircrafts like the airbus A 320, A 319-100 and ATC-
72. After acquiring the Deccan kingfisher has started a new fleet known as kingfisher red.

Here we emphasis on the kingfisher airlines.

PLACE

 Covers even the toughest terrains in the country, and the services ranges from Ahmadabad to
Agartala and to the major cities such as Delhi, Bangalore, and Chennai etc.
 The main strategy that kingfisher follows is to target the metro cities or the tier 1 cities in India.

PROMOTION
 There are many events and advertisements through which kingfisher airlines is promoted.
 There are multiple touch points and finer promotional services working for the promotional
activities.
 Loyalty and frequent flyer programs are also carried out.
PRICE
 The price segments that kingfisher targets is the higher income group as
well as the upper middle class background.
 There are a few segments that are majorly for the youth and the high
lifestyle segments.
 Sec A, sec B+ socio economic class mainly in the age group of 25-45 years
are the main segments for which there is a specific prices offered by
kingfisher.
 Some of the services offered by kingfisher do emphasis on their policy to
target those segments which are willing to pay for luxury.
 PEST Analysis
POLITICAL FACTORS
1) Open sky policy
2) FDI limits: 100% for Greenfield airports
74% for the existing airports
100% through special permission
49% for airlines.
ECONOMICAL FACTORS

1) Contribution to the Indian economy.

2) Rising cost of fuel.
3) Investment in the sector of aviation.
4) The growth of the middle income group family affects the aviation sector
SOCIAL FACTORS
1) Development of cities leads to better services and airports.
2)Employment opportunities.
3)Safety regulations.
4) The status symbol attached to a plane travel.
TECHNOLOGICAL FACTORS
1) The growth of e-commerce and e-ticketing.
2) Satellite based navigation system.
3) Modernisation and privatisation of the airports.
4) Developing green field airports with private sector for example in Bangalore the
airport corporation limited.

ENVIRONMENTAL FACTORS
1)The increase in the global warming.
2)The sudden and unexpected behavior of the atmosphere and the dependency on
whether.
3)Shortage of the infrastructural capacity
4)Tourism saturation.

LEGAL FACTORS
1) FDI limits
2) Bilateral treaties
3) Airlines acquisitions and the leasing cost.
COMPETITORS ANALYSIS
MARKET ANALYSIS
 Airline Preference

20%

kingfisher jet

80%
 Advertising and Branding
• Hoardings • Hoardings
• Brand Ambassadors • Brand Ambassadors
• Sponsorships • Sponsorships
• Event Organization • Event Organization
 JetLite
• Second most experienced group
• Jet Airways market share
• Made Jet Airways as a biggest airline
• Decent facilities

Simplifly Deccan
• India’s First LCC
• Targetting Upper Middle Class Segment
• Increased Kingfishers Flying Experience
• Increasing Fleet Capacity to sustain load
• Delays and Breakdowns
• Bad Service
 Customer Response thru
surveys
• Jet was the Aviation leader but it lost after Kingfisher entered the market.
• Kingfisher WOO’d the customer by giving extraordinary services but later it
died down.
• Earlier they were polite,responsive, courteous (they’ll stand up to talk to
you), would hold personal gossips and attend to customers (guests as they
prefer to call). Not any longer. They don’t look the same set.
• Jet travelers found its flight to be on time.
• Jet usually informs their passengers about delay thru Telephone or SMS.
And they provide refreshments in the mean time.
• Jet was found to be providing good in-flight food & entertainment.
• At Jet Baggage lose was never a problem
• Staff were friendly and helpful comparitive to Kingfisher.
• Jet Airways never had attitude problem,
their problem was they refused to grow,
which they have realised now and looks
like they are working on it.

• In Kingfisher vs Jet Airways round two

goes to Jet Airways.
Thank You.!!