REVITALISATION OF KINGFISHER AIRLINE

SMITA BHOWMIC
DEBLINA DATTA
GULZAR AHMED
AVIK MERVYN D’SOUZA
PRANESH BHATTACHARJEE
SHIVAM AGARWAL
 Current Indian Aviation Market
 India has become the third largest domestic aviation market in the world.
 India’s passenger traffic grew at 16.52 per cent year on year to reach 308.75
million in FY18.

 International passenger traffic is expected to become 76 million in FY20E.

 There are about 450 airports and 1091 registered aircrafts in India Today.
 Mumbai, Kolkata, Hyderabad, Delhi, Pune, Bangalore, Chennai, Output per
annum Growth rate of 18% per annum.
 History Of Kingfisher Airline
• Kingfisher Airlines started it's operations on May 9th, 2005 and
they began by leasing four Airbus 320 flights.
• Kingfisher Airlines is a wholly owned subsidiary of United
Breweries Holdings Limited.
• This airline was introduced in the market to target the domestic
luxury segment
• Kingfisher is one of only six airlines in the world to have a five-
star rating from Skytrax.
• Tag line- “FLY THE GOOD TIME”.
 What went wrong ?
• High fuel prices.
• Huge interest outgo due to heavy investment in purchase of
aircraft.
• Problem with positioning - Brand relates to Lifestyle.
• Highly competitive industry.
• Business model was not effective.
• Recession-lose passenger(High operation cost due to low
demand).
 Foreign Fuel efficient
investment aircraft

Avoid
Serving high
aggressive
frequency
Our Revival Plan routes
expansion of
fleet size.
Strategic
alliance with Aggressive
domestic promotion
airlines
 In-flight entertainment
What’s new? Comfy seats (more legs space)
Professional crew
Tag Line – Low cost carrier
‘We Are
In-flight snacks
Affordable
But Never In-flight reading materials
Cheap’’ In-flight guest amenities (face towels,
chocolates/mouth fresheners etc )
 STP Analysis
SEGMENTATION
•Geographic Region
•Social Classes
•Income Level
TARGETING
• Lower Middle,
• Upper Middle,
•Lower Upper Segment
POSITIONING
•Lifestyle
•Benefits
•Quality
 Our USP,s
• First to introduce in-flight entertainment
• Treating passenger as a guest
• Value for money
• Quality of service
• First to introduce EVA seats
• On time arrivals
 7P’S of Marketing
Product
Core – Transportation
Supplementary – check-in, in-flight entertainment, food snacks, frequent flier
programs etc.
Augmented – post flight experience, customer support, complain handlings.
Price Based on
• Class of travel – Economy, Business class
• Date of travel , Day of travel
• Competitive pricing
PLACE
Tickets can be booked through various channels -
• Tour Operator
• Online Travel Agency (Clear trip, make my trip.com, yatra.com etc)
• Affiliated with companies
• Direct through company website
Promotion
• T.V advertisement (associating with IPL)
• Social Media advertising (LinkedIn, Instagram, face book, twitter)
• Hoardings
• Events sponsorships (fashion shows)
• Offers & discounts
People
•At Kingfisher Airlines, ‘people’ are the most important ‘p
•The airhostesses come in contact with the customers in the process of providing the
service.
•Recruitment the right people for the organization ( crew ,pilots etc)
Process
•The process begins at the time of reservation goes on to the confirmation of seats.
•By giving details of where to book and how to book help in providing quality services to the
customers
Physical evidence
•Cleanliness of air craft
•Hygiene/food quality
•Well groomed staff
 Conclusion

•Being a private carrier it has potential to improve on its margins with effe
ctive cost reduction policies.
•Meet the expectations of customers so that they continued to patronize its
products and services.
•Meet the aspiration of its employees so that they were motivated to
contribute to the organization and also help attract and retain the
necessary talent for future growth.
•Comply with expectation of the society/community both in terms of legal
compliance as well as a good corporate citizen.
THANK YOU