Sukhdeep Singh

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 3 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 UB Group under the leadership of Vijay Mallya. The airline promises to suit the needs of air travelers and to provide reasonable air fares. Kingfisher Airlines' main "luxury" component is its In-Flight Entertainment System, a first among Indian airlines.
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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 5

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
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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-theart paperless environments.

In-Flight entertainment

 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.

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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-

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The Good Times

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STP Analysis
Segmentation
Geographic Region Density Social Classes Income Level

Targeting
Kingfisher First company executives Kingfisher Class lower middle, upper middle, lower upper segment

Positioning
Lifestyle Benefits Quality
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Kingfisher Airlines- SWOT Analysis

Strengths
Operating in a niche market: domestic luxury segment Kingfisher itself is a well established brand The customer service provided is extremely exceptional for a domestic airline Highly trained and attractive staff. Weakness Unable to generate expected returns on the investments overspending of funds Loads are lesser than that of its competitor Jet Airways

Kingfisher Airlines- SWOT Analysis

Opportunities - Aviation industry is a growing industry - Large number of domestic untapped routes - Growth in the disposable income Threats - Fierce competition - Major rise in fuel prices - Cost cutting is become a prime need in the aviation industry

Ps

PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL EVIDENCE

Product

Core
Transportation

Supplementary
Check in Food on board Connecting flight Complementary gifts In-flight entertainment Frequent flier programs

Augmented
Online booking Variety of meal options Pick up and drop service Mobile ticketing

Price
Based on
Class of travel Load factors Date of travel Day of travel

Profit margins
Competitors pricing

PLACE
Vijay Mallya himself is a brand and the brand Kingfisher has also established a remarkable standing in the market place Kingfisher has a wide distribution channel that gives easy access to its customers Tickets can be booked through various channels
Consolidation Tour Operator/ Travel Agency (Clear trip, make my trip.com Affiliated with companies Direct through home leased system

Kingfisher has a plush corporate office in Andheri, well equipped with trained employees & has a spread of offices across India

Promotion: advertisements & publicity

Hoardings Brand Ambassador Calendar

Tagline

Travel Agencies

Front line staff Kingfisher Red

Offers

King Club

5 Star Privileges

SALES PROMOTION
PERSONAL SELLING

PEOPLE
At Kingfisher Airlines, people are the most important p People provide most services that is the selection, training, and motivation of employees The airhostesses at Kingfisher come in contact with the customers in the process of providing the service, while the cock-pit crew are employees who contribute to the service product but do not come in direct contact with the customers. Dr. Mallya handpicks the air hostesses for his Airlines as they is expected to possess a pleasing personality with polite service handling Whereas the cock pit crew at Kingfisher Airlines require to possess high analytical and technical skills Also at Kingfisher, there is the ancillary service personnel, the travel agent who plays a very important role in creating the service exchange but is not a part of the service. At Kingfisher Airlines, the front line staff play a critical role in ensuring that the service is delivered to the customers as promised

 This ensures some amount of reliability, and this in turn affects the degree of responsiveness sought from customers. The quality of service that the front-lone staff of Kingfisher Airlines provides is highly dependent on his/her ability to communicate their credibility The front line staff need to possess empathy which implies that these personnel listen, adapt and be flexible in delivering what individual customers need Some of the employees at Kingfisher Airlines are sent on a 21 day training programme to the US and Frankfurt which motivates them to stay on with Kingfisher. They are also provided with offers such as one-month bonus or some incentives, on the achievement of the sales targets.

PROCESS
The process of Kingfisher airlines service lays emphasis on the involvement of channels, front line staff, travel agency offices, offices of the tour operators or so form where the services flow & reach to the ultimate users. The process begins at the time of reservation goes on to the confirmation of seats. For e.g.: Computer reservation system of Kingfisher Airlines enables any reservation request from anywhere in the world to be auctioned in minutes. The reservation facility is accessible through all-major computerized reservation system of the world. By giving details of where to book and how to book Kingfisher airlines help in providing quality services to the customers. They also offer concession, by not charging any cancellation charges and also giving them the option to make a change in the reservation status if they request. All these facilities go a long way in increasing passenger convenience.

 Facilities at the airport, the baggage handling, flight information, etc. also helps in delivering quality service and making travel a pleasure. In the aircraft, the meal service, in-flight entertainment, reading material, in-flight amenities, etc. enable the travelers to have an enjoyable and convenient travel. All these procedures form a part of the total process designed to deliver quality service at Kingfisher Airlines. Kingfisher Airlines is making every effort to constantly redefine service procedures to enhance service satisfaction levels.

Flower of Services - KINGFISHER AIRLINES

Information

Order Taking

Consultation

TRANSPORT Hospitality & Caretaking Safekeeping

Billing & Payment

Exceptions

PHYSICAL EVIDENCE
Physical Evidence refers to the environment in which the service is delivered and where the service industry and customer interact. At Kingfisher Airlines, the aircraft by itself, the seating configuration which is meant to be comfortable and spacious, and the in-flight food provided would make up the physical evidence in this service. Boeing & Airbus are the 2 best commercial aircraft makers and almost all airline industries make use of one of these airlines. The seating is such that it is comfortable and there is enough leg space. The in-flight food is another, important aspect, a wide selection of meals is offered to the passengers. Passengers are requested to indicate their reference at the time of reservation itself. Kingfisher Airlines has introduced new sleeper seats with electric controls for reclining lumbar support, leg rest extension, expanded seat back height for a more insulated environment, thus providing highly comfortable seating.

 Booking offices and ticket counters at Kingfisher Airlines are extremely spacious and well designed with good looks. Further the aircrafts are given excellent exteriors and are maintained well.
The aircrafts at Kingfisher Airlines have elegant interiors well designed seats with more leg room especially in the business class. Domestic lounges are enhanced with good interiors and basic amenities which make it an ideal place to conduct business, entertain or relax.

Porters 5 Force Analysis for Kingfisher Airlines

Competitor Analysis
Attributes Price KINGFISHER
25% higher than Jet Airways and Indian

JET AIRWAYS
Lower than Kingfisher Airlines

SPICE JET
Extremely low

Permission to fly to US
Permission to fly to UK IPO

No
Yes Floated

Yes
Yes Floated

NA
NA Not Yet

Targeted Customers
Positioning

Both ends of customers

Premium Domestic Segment

Both ends of customers

Premium Domestic and International Segment

Lower end of customers

Lowest fares and no frills

THE END

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