Kingfisher Airlines: Presentation ON

PRESENTATION
ON
KINGFISHER AIRLINES
PRESENTED TO:- PRESENTED BY:-

DR.P.P. SINGH ASHISH GOEL
DIRECTOR,PCTE LOVISH GOEL
ABHISHEK WALIA
OBJECTIVES
• To understand the Global and National
perspective
• Environmental study of aviation industry
• Consumer’s preference for various players in

this industry
INTRODUCTION
Global
• In 1903, first flight by Wright brothers
• Increased R&D of aircraft after World War II: World War II saw a
drastic increase in the pace of aircraft development and production .
• Deregulation in 1978: Deregulation– Entry and exit of routes and
the pricing of fares were deregulated.
Benefits:
• The creation of new jobs and lower fares.
• More Americans were flying so airplane load factors were up.
• There was increased competition and a wider choice for passengers.
Airline Industry Overview
• Large and growing industry.

• Facilitates economic growth, world trade,
international investment and tourism.
• In the past decade, air travel has grown by 7% per
year.
• Contribution of World trade to industry
• International air travel to grow by an average 6.6%
a year to the end of the decade and over 5% a year
from 2000 to 2010.
KINGFISHER AIRLINES
• Established – 2003
• UNITED BREWERIES group
• Serves 63 domestic destinations and 8
international destinations in 8 countries across
Asia and Europe
• Short haul routes- airbus A320
• Long haul routes- airbus A330-200
SWOT
STRENGTHS
• Strong brand value and reputation in the minds of customers.
• Quality of the service.
• Route rationalization.
• First airline to have a new fleet of airbuses.
• Quality and continuous innovation.
WEAKNESSES
• High ticket pricing.
• Facing a tough competition from competitors.
OPPORTUNITIES
• The expanding tourism industry.
• The non penetrated domestic market.
• International market.
• Untapped air cargo market.
THREATS
• Competitors
• Infrastructure issues.
• Fuel price hike.
• Tourism saturation
• Economic slowdown.
• Promotions and sponsorship declining
VARIOUS PLAYERS
• AIR INDIA
• AIR SAHARA
• GO AIR AIRLINES
• INDIAN AIRLINES
• INDIGO AIRLINES
• JET AIRWAYS
• SPICE JET AIRLINES
Comparison of Kingfisher to other players
• Distinctly different strategy

• Priced lower than Indian airlines, yet offer a
great flying experience.
• Feel-good factor
• Interiors and food definitely better compared to
other airlines.
• Captured a 27.6% market share last year in
comparison to Jet-25.2% and Air India-17.2%.
TARGETING
• Kingfisher Airlines in the Aviation industry to study its Segmentation,

Targeting and Positioning strategies.
• Seeing the above characteristics, we can infer that airlines like

Kingfisher target the Elite Fliers. There are certain specific
characteristics observed in this segment.
• Airlines like Kingfisher targets young married professionals (age

group 20-35) with small kids and with income levels more than Rs 7
lakhs per annum; who generally commute between Tier 1 and Tier 2
cities ; travel for business and leisure ; frequent fliers ; enjoy the
luxuries of life and have a bent towards flamboyancy.
• These fliers are generally observed to be hard core loyals

POSITIONING
• Positioning is the aggregate perception the customer has of a

particular company, product or service in relation to their
perceptions of the competitors in the same category.
• Positioning in the truest sense indicates what people perceive of
a product or a company.
• It’s the brand image that people have about the company.
• Rather than promoting their brand as fast service provider or
reliable etc, they have taken a different tangent by saying that
flying with Kingfisher is an experience in itself.
• Taglines like “FLY THE GOOD TIMES” makes a passenger
feel that Kingfisher is not just about flying from a place to
another but it’s much more. The company is not just selling
tickets per say but also selling “Experience”.
Usefulness

• Growing tourism
• Improving Infrastructure:
• Globalization:

PRESENCE SCENARIO
• Revolutionized by privatization along with active
participation of the foreign investors, the Indian airline
industry has experienced phenomenal transformation over the
last couple of years.
• From being a service catering to the needs of the privileged
group only it is now well within the reach of middle class
population.
• This has been the result of increased competition in the Indian
aviation industry due to the presence of a wide variety of
private and public airlines with their low price tags.
• It was further helped by the entry of Air Deccan, the first
budget airline in India, offering unbelievable tariffs to the
customers.
Cont.
• In the financial year 2006-07 there has been a significant 22.3

percent growth in passenger traffic in the domestic airports
while the aircraft movement recorded a growth by 14.2
percent.
• In terms of the number of flights Jet Airways secures the top
position with 8,168 flights operating till June 2007. Indian
Airlines is in second position with 7,562 flights. Sahara (3,225
flights), Air Deccan (2,889 flights), Spice Jet (483 flights) and
Kingfisher Airlines (367 flights) come thereafter in the list of
domestic and national carrier operators.

ROLE OF TECHNOLOGY
• Intense competition in Indian Aviation Industry has

made the role of technology very important for
domestic airline companies.
• Technology can help in making travel comfortable,
allow easy access to tickets and reduce time to
check-in.
• A considerable amount of money is also saved by
automation.
Cont.
• Vijay Mallya-promoted Kingfisher Airlines is planning to install a landscape

camera at the bottom of the aircraft that will enable passengers get a view of
the take-off and landing of their airplane when flying on domestic routes.
• They are also going to allow GSM phones to be used on board for the first
time.
• They are already providing live TV as part of our high-end In-Flight
Entertainment (IFE) initiatives.
• Kingfisher Airlines has announced the launch of two world-class
technological innovations to enhance guest convenience.
• The first cutting-edge innovation is the introduction of the ‘Roving Agent’ at
the airport.
• Now guests with hand baggage need not have to wait at the check-in counter
to collect their boarding pass, instead they can directly approach the
Kingfisher Airline’s Roving Agents deployed outside the security check-in
area who will book them on their choice of seats.

Cont.
• Also launched is the facility of ‘Web Check-in’.
• Now Kingfisher Airlines' guests can sit in the comfort of their homes
or offices and print their boarding passes.
• All a guest has to do is log on to the official website of Kingfisher

Airlines, www.flykingfisher.com, and click on the link - web check-
in.
• Fill-in your reservation details and the screen will display the choice
of seats available onboard that particular flight.
• Once booked, the guest can conveniently print out the boarding pass
and carry it along with him/her on the day of the flight and proceed
straight to the security check counter at the airport.
GROWTH RATE (AIRLINE SECTOR)
• MARKET SIZE
1. 18%pa.
2. 9th position in the world
• ADVERTISING
1. 89% rise in airline sector
2. Kingfisher and Indigo airlines-93%
Contd.
 Growth Potential
1. Rise by 25%-30%
2. Target -100million passengers
3. Investing-US$-9billion to modernise airports
 Market share
1. Combined share-29% (Kingfisher-Air-Deccan)
2. Company share-26%
COMPETITION
• Kingfisher Airlines-Jet Airways
1. Reduction in the Air-fare
2. Use of Air-Deccan to counter Jet.

CHALLENGES
• 5-CHALLENGES
• Enhancing safety
• Urgent infrastructure improvement
• Reasonable taxation
• Commercial freedom
• Simplifying the Business through effective use of
technology.
Market Targetation
• People who are price-minded
• Who do not bother about the quality of service
• People who desire to travel short distance by air
• Economy is the selling point of airlines
• Small mnfctr, executive of small companies, self-employed

professional
Promotion
• Promote it self as people’s airline
• Provides competitive service at a discount
• Has to emphasize on the better quality of service

• Have to show courtesy &offer friendly treatment to the
passengers
• Emphasize on using new & technically fit aircraft which

ensures safe journey without delays or cancellation
Future Expansion
• Airlines has to be optimistic
• Assume that it is going to expand its business once at

breakeven.
• It should keep it’s future plan for expanding it’s transport

network
• Economy can be selling point today but the same cannot

continue in future
Contd…
• It has to meet competition fm the other airline
• Hence to survive provide comfort, speed, safety

& passenger services.
• Co-operation of staff plays a leading role.
• Best publicity word of mouth.
• It must expand the services to the other cities

AWARDS OF KINGFISHER AIRLINES
• "NDTV Profit Business Leadership Award for

Aviation" .
• "Brand Leadership Award" .
• "India's No. 1 Airline in customer satisfaction"
Economic Times Avaya Award 2006 for
Excellence in “Customer Responsiveness” .
• Rated amongst India’s 25 Innovative Companies

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PRESENTATION

PRESENTED TO:- PRESENTED BY:-

• Environmental study of aviation industry

• Consumer’s preference for various players in

• Large and growing industry.

• Distinctly different strategy

• Kingfisher Airlines in the Aviation industry to study its Segmentation,

• Seeing the above characteristics, we can infer that airlines like

• Airlines like Kingfisher targets young married professionals (age

• These fliers are generally observed to be hard core loyals

• Positioning is the aggregate perception the customer has of a

• In the financial year 2006-07 there has been a significant 22.3

• Intense competition in Indian Aviation Industry has

• Vijay Mallya-promoted Kingfisher Airlines is planning to install a landscape

• Also launched is the facility of ‘Web Check-in’.

• All a guest has to do is log on to the official website of Kingfisher

1. Reduction in the Air-fare

2. Use of Air-Deccan to counter Jet.

• Who do not bother about the quality of service

• People who desire to travel short distance by air

• Economy is the selling point of airlines

• Small mnfctr, executive of small companies, self-employed

• Provides competitive service at a discount

• Has to emphasize on the better quality of service

• Emphasize on using new & technically fit aircraft which

• Assume that it is going to expand its business once at

• It should keep it’s future plan for expanding it’s transport

• Economy can be selling point today but the same cannot

• Hence to survive provide comfort, speed, safety

• Co-operation of staff plays a leading role.

• Best publicity word of mouth.

• It must expand the services to the other cities

• "NDTV Profit Business Leadership Award for

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