By, Name: Anushuiya Roll no: 1214109104 BBM 3rd year

A type of economic activity intangible cannot be stored does not result in ownership consumed at the point of sale

Examples of services include the transfer of goods, such as the postal service delivering mail, and the use of expertise or experience, such as a person visiting a doctor.

4PS MARKETING MIX

SERVICE MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

EXTENDED MARKETING MIX

PEOPLE

PHYSICAL EVIDENCE

PROCESS

Kingfisher First (International & domestic routes) Kingfisher Class (International & domestic routes) Kingfisher Red formerly known as Air Deccan (Domestic routes)

Kingfisher Airlines being a premium airline adopts a premium pricing strategy Kingfisher Red its low fare arm adopts a low fare pricing . The pricing strategy aviation industry is highly dependent on the behavior of the crude oil prices, dollar rates and competition. Fuel at present accounts for 45 per cent of an airlines total operating cost.

Kingfisher Airlines operates services to 80 destinations domestic as well as international. It also has plans to add several international destinations such as Bangkok, Hong Kong, Karachi and Singapore

Kingfisher Airlines as a brand is promoted in many ways When it was launched Yana Gupta was the brand ambassador Hoardings/ Press Release Kingfisher Airlines sponsors Mumbai Formula 1 team (Force India) IPL team (Royal Challengers) Vijay Mallya himself is a brand ambassador for all his brands including Kingfisher Airlines

KFs Tickets through ATMs

The Roving Agent

Web Check-In Fly Buy SMS Flight Updates Mobile Ticketing

Kingfisher Airlines started its operations on May 9, 2005 with a fleet of 4 Airbus A320 aircrafts. Kingfisher Airlines was the first airline in India to operate with all new aircraft. The planes have the best in-flight facilities that match world class standards

Being a service industry it has two types of customers: External Customers (Passengers) Internal Customers (Employees) Kingfisher Airlines uses the term Guests for its external Customer.

Dr Mallya tells his crew to treat every guest In the same way as if they have visited his home. In an airline, Cabin Crew play an important role because they are the ones who deliver the service and therefore they are termed as The Walking Billboards of an organization.