Details

PROJECT SUBJECT: - Service Sector Management

PROJECT SUBJECT: - Services Provided By Kingfisher

CLASS: - TYBMS

DIV :- B

Roll No: 104

SEM V

Guided By :- Archana Nair

CONTENTS

Sr. No 1. 2. 3. 4.

Particulars Introduction SWOT Analysis 7 Ps Of Kingfisher Recommendations

INTRODUCTION

Kingfisher Airlines is India's first and only private airline to commence operations with a brand new fleet of aircraft. Kingfisher Airlines offers Full Service at True Value and promises an unparalleled experience to the Indian air traveler. For the first time in the Indian skies, Kingfisher Airlines offers world-class in-flight entertainment with personal video screens for every seat. Theres a wide selection of 5 video channels and 10 audio channels available on-board. Also on offer are extrawide seats and spacious legroom, delicious gourmet meals, international-class cabin crew and a whole host of comforts and delights. Kingfisher Airlines also facilitates doorstep delivery of tickets on guest request. Fly the Good Times with Kingfisher Airlines.

Services Provided by Kingfisher Airlines

In-Flight entertainment to take off with:

Personalized screen and headphones broadcasting 5 video channels and the exclusive Kingfisher Radio 10 audio channels to make your journey an entertaining experience

Feeling Comfortable, now? You will, with the seats weve got in store for you. Indulgently wide, plenty of legroom and adjustable headrests. Our superbly groomed flight attendants will ensure that you are well taken care of. Bon Appetite A special selection of food and beverages are available on board. The Little Details The Kingfisher class experience begins even before you step on board. When you book your tickets online in the comfort of your home and office. At spacious terminals. At the convenient self Check-in counters

SWOT ANALYSIS
S-Strength

Huge Brand Name: One of the most important strength of Kingfisher is the it has a huge brand name. The name this company has earned for itself is enough to speak for it. Customers have trusted this company for years. Regional Connectivity Kingfisher is providing services to almost all part of India. It also provides services to many parts outside India. Efficient Staff Kingfisher has one of the best staff in Indian aviation industry. The most enthusiastic, helpful, caring staff makes passengers feel at home while flying. Capitalisation Kingfisher is one of the airlines which is capable to bear losses because of the huge finance support it enjoys. Visionor Kingfisher it backed by the great vision of Vijay Malaya who can take kingfisher to the world.

W-Weakness

Indian Mentality Most of the Indian people still prefer railway travelling to airlines. Hence Kingfisher needs to work hard in direction to attract more passengers by providing them better services for which it might have to spend more towards customer welfare. Infrastructure Constraint The infrastructure development has not kept pace with the growth in aviation services sector leading to a bottleneck. There is a huge investment requirement for physical infrastructure for airports. Untapped Cargo Market Air cargo market has not yet been fully taped in the Indian markets hence much of the earning scope is lost.

O-Opportunities

Expected Investment Investment of about US $30 billion will be made Growth Tourism Due to growth in tourism, there has been an increase in number of the international and domestic passengers. The estimated growth of domestic passengers segment is at 50% per annum and growth for international passenger segment is 25%.

Rising Incomes
Due to rise in the income levels, the disposable income is also higher which are expected to enhance the number of flyers.

T-Threats

Increasing Fuel Price As fuel prices have climbed, the inverse relationship between fuel prices and airline stock prices has been demonstrated. Moreover, the rising fuel prices have led to increase in the air fares.

Declining Yeil
LCCs and other entrants together now command a market share of around 46%. Legacy carriers are being forced to match LCC fares, during a time of escalating costs. Increasing growth prospects have attracted & are likely to attract more players, which will lead to more competition. All this has resulted in lower returns for all operators.

High Input Cost

Apart from the above-mentioned factors, the input costs are also high. Some of the reasons for high input costs are:Withholding tax on interest repayments on foreign currency loans for aircraft Acquisition. Increasing manpower costs due to shortage of technical personnel.

7 Ps Of Kingfisher Airlines
Product:
1. Domestic and international air transport service. 2. A wide range of uniquely flexible airbuses (A319, A320, A321, A330) and ATR fleets (ATR 72 and ATR 42) to capture growth in metros, tier-2 cities and international market (market based deployment).

Physical evidence:
1. Kingfisher Fleet: The airline has a brand new fleet of aircraft comprising of 18 ATR 72s, 4 A 319s, 13 A 320s, 8 A 321s, and 2 A 330s. 2. Interiors of the aircraft: All the aircrafts of Kingfisher airlines have designer interiors. The moment a passenger enters the aircraft, what strikes him is the bold use of red color. 3. Cleanliness inside the aircraft: All the aircrafts are well maintained for cleanliness and a pleasant experience. 4. In-Flight Reading Material: on-board reading material is a mix of International and Domestic, Business, Fashion and Leisure Magazines .The newspaper selection ranges From The International Herald Tribune and The UK Times to ethnic language publications.

Promotion:
1. Kingfisher Airlines is projected as the new flying experience. Their objective is to create a place in the minds of their customers for their brand and to ensure that the message gets across effectively. Kingfisher Airlines has a 360 degree promotion strategy in place. They reach out to their customers through all media of communication such as television, radio, print, outdoor, malls and multiplexes, clubs and pubs and there in flight magazine. They ensure that they communicate with their customers at multiple touch points. 2. They have tied up with several brands across industries such as Tata Tetley, Pepsi, Microsoft, Inox, ICICI bank and the Park Hotels. 3. INOX multiplexes in Mumbai publicized KFAs special offers for a month. 4. The UB groups monthly magazine called Pegasus published information about KFA along with other information related to UB group.

Price:
Kingfisher Airlines has been termed as the first full frills true value carrier. It is not positioned as a low cost carrier. The airline has a very well defined target audience which is the Sec A and Sec B. which falls within the age group of 25 45 years with high disposable incomes. Few segments are majorly for youth and high lifestyle sections. This section of the population is modern, trendy and upwardly mobile looking for a great flying experience. They have traveled extensively and are aware of the international flying trends.

Process:
1. Kingfisher Airlines facilitates easy booking of tickets. The passengers can book their seats by calling their 24/7 customer care, by logging on to their website (www.flykingfisher.com), designated travel agents and at the airports. It also offers a facility for home delivery of tickets on demand. 2. The airline provides its customers with a personalized valet service at all airports across the country. The valet service staff assists the passengers right from the time they reach at the airport till they check in and also upon arrival at the

destination. Upon arrival, this staff guides the passengers to the right baggage belt and assists them with it. They are also responsible for the retrieval of baggage.

People :
Kingfisher Airlines cabin and ground crew is the hallmark of their services. The real winning factor for Kingfisher Airlines is the quality of staff service being provided to customers, and it is of course critical that the airline is able to sustain these high quality levels as they experience continued and rapid expansion. Staff delivers high standards of service efficiency, and in a Sincere and charming manner that makes the airline stand out from the rest. The crew undergoes rigorous training programs. Kingfisher Airlines has also instituted the Kingfisher Training Academy to cater to the growing demand for trained Service oriented professionals. The academy provides intensive training on Airlines Orientation covering Airline Rules & Regulations, Cabin Familiarization, and Galley Management and Announcement Delivery.

Place:

Connectivity: Kingfisher Airlines serves 63 domestic destinations and 8 international destinations in 8 countries across Asia and Europe. Kingfisher Airlines is the only airline to provide connectivity between New Delhi and Agra, Jaipur and Udaipur and Jaipur and Jodhpur. Frequency of flights: Kingfisher Airlines offers the maximum number of flights offered by any single airline network in India. Kingfisher Airlines flies to 63 cities in India and 8 international destinations and has over 336 daily departures with a fleet of 66 aircraft. Booking of tickets: The customers have an option of booking tickets at the airport, by calling the customer care, through travel agents and by logging on to their website.

RECOMMENDATIONS

THUS FROM ALL THE ABOVE ANALYSIS WE CAN SAY THAT THE FOLLOWING ARE THE MAIN AREA WHERE KINGFISHER NEEDS TO CONCENTRATE TO BRING ABOUT MODIFICATION IN ORDER TO ENHANCE ITS BUSINESS, EARNINGS AND GOODWILL.

Due to increasing competition in the aviation industry it is important for KINGFISHER to increase its working standard to match its competitors levels. It needs to distinguish itself from the rest of its competitor by providing Unique Services- like regional food, entertainment etc. To meet the needs of passengers and to get additional customers it needs to think from the customers point of view. Security is the key factor- the safer the airline the more preferable it is. Security should be in both the terms that is from external sources like hijackers and also Internal safety like safe landing etc.