Beruflich Dokumente
Kultur Dokumente
AIRLINES
SUBMITTED BY
GP. NITIN
GURMAN SABHARWAAL
MEGHA THOMAS
x
INTRODUCTION
Time to book a ticket and the only airline that runs through your mind at that
point is Kingfisher. When you scan through your web page while booking your
ticket or when your travel your travel agent is on the line one always hopes that
the fare of kingfisher is reasonable so one can experience the tagline , “Live life
kings style “. The tag line itself has created a huge promotion itself. The way
one is treated when travelling on kingfisher is a memorable experience. The
colour red itself is attractive and make one feel royal. Vijay Mallaya who is a
living example of the whole way kingfisher functions. Passengers feel proud
when they say they are travelling by kingfisher. Although in the past it has been
divided into Kingfisher Red and Kingfisher Class .the 8 P’s of servicing are
understood by this airline and are well applied to the whole Kingfisher concept.
HISTORY
Kingfisher Airlines proved to be a stiff competition for other domestic airlines
of India, with its brand new aircraft, stylish red interiors, stylishly dressed cabin
crew and ground staff. The airline introduced in-flight entertainment (IFE)
systems, for the first time to Indian consumers. The IFE systems were provided
on every seat, even on the domestic flights. The airline offers attractive services
to its on board passengers. Years following its inception proved to be beneficial
for the airline, in terms of its booming business, with a good track record of
customer satisfaction. However, it faced a worsening economic scenario in
2008.
UNIQUE SERVICES
Kingfisher Airlines offers several unique services to its customers. These
include personal valet at the airport to assist in baggage handling and boarding,
exclusive lounges with private space, accompanied with refreshments and music
at the airport, audio and video on-demand, with extra-wide personalized screens
in the aircraft, sleeperette seats with extendable footrests, and three-course
gourmet cuisine.
FLIGHTS
Kingfisher Airlines was the first airline in India to operate with all new aircrafts.
It was also the first airline in the country to order the Airbus A380. Kingfisher
Airlines currently operates ATR 42, ATR 72 and Airbus A320 aircraft for
domestic and Airbus A330s for international services. In the present time, the
airline operates with a fleet of 74 aircrafts, which include 25 Airbus A320-200
aircraft, 6 ATR 42-500, 27 ATR 72-500, 3 Airbus A319-100, 8 Airbus A321-
200 and 5 Airbus A330-200. Delivery of A380s is due in 2010 and A350s in
2012.
PRODUCT
The airline is known for being one of the top international carriers and is
one of only six air carriers to receive a 5-star rating from Skytrax.
Currently the kingfisher airline operates the aircrafts like the airbus A-
320, A319-100 and ATC 72.After acquiring the Deccan, kingfisher has
started a new fleet known as kingfisher red. Kingfisher also caters to the
domestic and international service markets. The airlines also cover 74
domestic destinations and 3 international destinations in three countries
across Asia and Europe. On 3rd September 2008 kingfisher started its
international flight from Bangalore to London. They mainly position
themselves to cater to the premium segments in the market competing
against the Jet airways.
PLACE
Kingfisher airlines 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, Chennai etc. The main strategy kingfisher
follows is to target the metro cities or the tier one cities in India. They
have also started their services in tier two cities such as Mysore to expand
their customer base.
PROMOTION
PRICE
The price segments that kingfisher targets is the higher income group as
well as the upper middle class background .There are few segments that
are majorly for the youth and the higher lifestyle segments. Sec A, sec B+
socio economic class mainly the age group of 25-45 years are the main
segments for which there is a specific price offered by kingfisher airlines.
Some of the prices offered by the kingfisher do emphasis on their policies
to target those segments which are willing to pay for luxury.
PEOPLE
The process of booking tickets involves online booking, tele booking and
booking at various kingfisher outlets. The website offers various types of
bookings that can be made such as group booking, business packages, corporate
booking etc. The latest technologies such as net banking are also used in the
process of giving wide options of payments for the customers.
PHYSICAL EVIDENCE
Kingfisher is known for its style , quality and comfort. The physical evidence
is the comfortable seats, the lounge if you are a kingfisher member. The buses
which are again red and comfortable, the check in counter the dresses of the
staff right from the ground staff to the airhostesses. Everything has been done
with taste. The seats are comfortable and every passenger is provided with a
screen and ear phone to listen to songs or the radio to keep them occupied.
1. The airline believes in open sky policy which calls for the liberalization
of rules and regulations on international aviation industry most specially
commercial aviation - opening a free market for the airline industry.
2. The foreign direct investment limits ie 100% for green field airports and
49% for airport is another important factor.
The economic factors are
The business class constitute 48 % of the passengers and contribute 66% to the
revenue. The whole segmentation is based on the income group of the people.
the target group of this airline are the elite crowd coz of its brand name.
Kingfisher's Strengths
* Superior product on ground; in the air Jet business class is being equated with
Kingfisher's economy.
* UB group backing for raising financing.
* Well capitalised airline, prepared to take losses.
* Better handling of employees and staff; less centralised style of functioning.
* Chairman Mallya's grand vision where it is looking to be among the best in
the world.
* The Deccan deal - which gives it market share, a new market segment and
was cheap.
Kingfisher's Weaknesses
FINANCIAL STRATEGIES
KFA came up with many new financial strategic moves that made it one of the
leaders of aviation industry the company had adopted following strategies:
It purchased brand new A320 aircrafts powered by the cockpit that was a
paperless environment.
In June 2005 KFA planned to order US$5 bn at the Paris Air Show, for 5
new A350-800 aircraft, and five A330-200 aircraft.
Prior to launch, KFA signed a “non-poaching alliance” with Air Deccan under
which both the airlines agreed not to hire each other’s employee. KFA’s flight
attendants called “Flying models” were selected through a national level model
contest.
KFA also stressed the fact that its employees had to be capable enough to meet
the airlines’ high service standards.
Among one of the biggest HR move for KFA was addition of Nigel Harwood as
Chief Operating Officer with effect from August 1, 2005, to strengthen its
management team.
Mr. Mallya said “Kingfisher Airlines Limited has a first class management team
not just at top most level but also in the second line. This is part of the UB
group’s commitment to human resources”.