Domestic & International Air Transport Service.

74 domestic destinations & 3 international destinations in 3 countries across Asia & Europe. On 3 September 2008, Kingfisher Airlines began its international operations by connecting Bangaluru to London.

Product Analysis

Major attributes
Safety Service Happiness Teamwork Accountability

Kingfishers design there words

Business Strategy
A single class combined with the experience of business class with economy.
The fares are positioned in between that of a low cost carrier and the economy class fares of Jet, Sahara etc. KFA allows multiple fare options and auctioning of tickets on all traffic route The marketing department showcased the airlines as The new flying experience. Offer in-flight silent auctions for lifestyle products and in-flight sales of dry packaged food and beverages. Special fares for all personnel serving in the Indian Armed Forces, the Union Government, State governments, and employees of all public sector units in the country.

Marketing Strategy
Kingfisher Airlines is the first carrier in the country to offer live in-flight entertainment. Kingfisher Airlines Ltd and Dish TV have joined hands to provide live in-flight entertainment on Kingfisher aircraft. On the promotional front, Kingfisher has signed up Ms.Deepika Padukone as the Brand Ambassador. Ambush advertising as shown in the strategic placement of own advertisement hoardings vis--vis those of Jet Airways.

Swot Analysis
Strengths: 1. Strong brand value and reputation. 2. Quality of service. 3. First airline to have new fleet of airbuses.

Weaknesses: 1. High ticket prices. 2. Still not a profit making organization.

Swot contd..
Opportunities: 1. The expanding tourism Industry. 2. Untapped Air cargo market. 3. Under penetrated Domestic Market.

Threats: 1. Number of competitors. 2. Increasing popularity of low cost airlines e.g.. Spice Jet, Go Air. 3. Fuel Price Hike.

PESTEL 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

PESTEL ANALYSIS
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.

PESTEL ANALYSIS
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.

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.

The 4Ps .
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.

The 4Ps .
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.

BRAND REPOSTIONING

ANSOFF MATRIX