FLY KINGFISHER

Done by: Jay Sheth, Malay Ghelani, Shashank Tripathi, Palak Morbia

Vision
The Kingfisher Airlines family will consistently deliver a safe, value-based and enjoyable travel experience to all our guests

Introduction
Kingfisher Airlines is an airline based in Bangalore, India. It is a major Indian luxury airline operating an extensive network to 34 destinations, with plans for regional and long-haul international services. Its main bases are Bangalore International Airport, Bangalore Chhatrapati Shivaji International Airport, Mumbai and Indira Gandhi International Airport, Delhi, with a hub at Sardar Vallabhbhai Patel International Airport, Ahmedabad.

History
The airline started operations on 9 May 2005, following the lease of 4 Airbus A320 aircraft. The airline is owned by the United Beverages Group under the leadership of Vijay Mallya. The airline promises to suit the needs of air travellers and to provide reasonable air fares. Kingfisher Airlines' main "luxury" component is its In-Flight Entertainment System, a first among Indian airlines.

Facts
The airline was the first in India to initially, and to continue, to operate with all new aircraft. On 18 February 2005 Kingfisher Airlines signed a contract with Airbus for three Airbus A319 aircraft, adding to the 10 Airbus A320 aircraft ordered in January 2005. The first of the A319s will be delivered in December 2005, complementing the A320s on routes to smaller cities in India. Kingfisher was also the first Indian airline to bring the latest super jumbo Airbus 380 to India. A 380 arrived on 6 may 2007 in New Delhi and in Mumbai on 8th May as part of Kingfisher's second anniversary celebrations
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Ground Services
Your Personal Valet at the airport to assist you at every step of the way, from baggage handling to boarding Exclusive lounges with your private space, accompanied with refreshments and music

Services Services
In-flight entertainment to take-off with Personalized video screens and headphones broadcasting video channels of the trendy FUN TV and the exclusive Kingfisher Radio - 10 channels of chartbusting music from across the globe. Let's talk about your safety They have done everything possible to ensure it. With the most sophisticated communication, navigation and security systems - both in the air and on the ground. As well as with a highly trained and skilled team of pilots and cabin crew who operate in completely state-of-the-art paperless environments.

 Feeling comfortable, now? You will, with the seats we've got in store for you. Indulgently wide, plenty of legroom and adjustable headrests. Our superbly groomed flight attendants will ensure that you're well taken care of. Bon apptit A special selection of food and beverages is available on board with an individual Menu Card for every guest to enable you to choose from the finest on offer.

AWARDS AND ACHIEVEMENTS

"India's No. 1 Airline in customer satisfaction" - Business World "Rated amongst Indias 25 Innovative Companies" - Survey conducted by Planman Media Economic Times Avaya Award 2006 for Excellence in Customer Responsiveness-

The Good Times

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UB Group makes significant investment in Air Deccan

An initial investment of Rs.150 crores into Deccan Aviation Ltd. had been made against which shares were allotted and further investments of Rs.396 crores were made before the end of June. Captain G.R. Gopinath will continue as Executive Chairman, a new CEO will be appointed reporting directly to the Board of Directors.

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Kingfisher Airlines and Air Deccan will, henceforth, work very closely together to exploit the significant synergies that exist in the areas of operations and maintenance, ground handling, vastly increased connectivity, feeder services, distribution penetration etc.

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JET-KINGFISHER ALLIANCE
Daily losses of 10-15 corer Rising costs of fuel Reduce expenses Provide seamless travel opportunities for their customers Number of passengers carried was decreasing as airfares had increased

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What the alliance proposes?

Code-sharing on both Domestic and International flights Joint fuel management to reduce expenses Common ground handling Cross utilization of crew on similar aircraft types Reciprocity in each others frequent flier programme Sharing training and technical infrastructure

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Benefits:
Help in raising revenue per passenger Will help both the airlines to save Rs 1500 corer Increased network Increased market share

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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.

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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.
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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.

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S.W.O.T Analysis
Strengths Quality Service Time Management Customers Satisfaction / Delightment 5 Star rated Airline

Weaknesses Smaller operating network as compared to others. High Priced compared to competitors.
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Opportunities Expansion of operations Increasing efficiency Increase no. of fleets Threats Competition for national and international players. Like Jet Airways and Virgin Atlantic / Emirates.

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THE END

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