Brand Kingfisher • A brand build out of pure passion • When the CEO takes interest in the brand and virtually promotes the brand in every occasion. • Mallya also showed that the primary task for any CEO is to be passionate about the brand . there is so much equity generated on the brand. • Mr Mallya takes the brand with him everywhere.

• The West Indies team personified the brand values of fun loving but successful team. chilled out person who's always willing to take a break and party with the friends.Brand Kingfisher • Kingfisher brand thrived in an environment where liquor/ beer advertising was banned in India. • The brand directly talks to people who are Easy going. But the brand was conscious to keep Kingfisher the star . • In 1996 the brand become the worldwide sponsors of the West Indies cricket team. .

• Kf has its own clothes line and organises many fashion shows all over the globe .Brand Kingfisher • Was it right to take a beer brand for promoting an airline & lifestyle TV channels? • The famous jingle " Oola la le lo" and the fun filled TVC rightly placed the brand as a fun loving one. • The brand sponsors lifestyle events and the Kingfisher Calender has attained a cult status with in 4 years of launch.

to invite people to experience the 'good flying' concept. featuring India's then top models. • The brand image of the parent Kingfisher brand gave further credibility to its marketing campaigns.‘Kingfisher Airlines’ • Kingfisher airlines sold the concept of lifestyle through its glamorous airhostesses. red-the color of vibrancy. from having India's top model Yana Gupta on flight. . to schemes on discounted tickets. initially. and added hospitality which made every passenger feel like a guest on board-a-craft. • It marketed itself as a budget airline targeting the middle of the market. • It used multiple promotional campaigns.


000 crore with half of its fleet grounded and several members of its staff going on strike. • By early 2012. the airline accumulated losses of over 7.Financial Turmoil • After acquiring Air Deccan. Kingfisher bank accounts were unfrozen on 14th Dec 11. . Vijay Mallya called on the Chairman of Central Board of Excise and Customs and offered to pay up the dues by 13 Dec 11. • Kingfisher's position in top Indian airlines on the basis of market share had slipped to 5 from 2 because of the crisis.000 crore for three consecutive years. Kingfisher suffered a loss of over 1. • Dr.

Has Kingfisher Successfully Understood Customer Needs? Hierarchy of flyer needs .

• The fact that the customer chooses a LCC indicates one's sensitivity to price and hence economy seems to be the first basic need. which would translate into wants like punctuality. • Following this is a need for comfort. appropriate baggage handling etc. convenience. food etc. • This is followed by a need for convenience.Understanding needs • A typical LCC customer would have certain basic needs: economy. . that Kingfisher Red offers. which includes in-flight reading material. comfort and luxury.

• A traveler faced with flight cancellations at the last minute is impacted the most • The airline is a service brand that touches the lives of hundreds of people.The lost equity • The negative publicity that hits Kingfisher airlines is really about the pains of the traveler more than anything else. The beer is a product brand .

it has ignored the lower order needs of the customer like economy and punctuality. . • Indigo is the most preferred choice of consumers in the LCC segment because it delivers extremely well on the price and punctuality dimensions. • people expect basic services from Kingfisher like cheaper tickets and adherence to schedules before facilities like free food.The lost equity Has it Ignored Points of Parity and Given Too much Importance to Points of Difference? • While Kingfisher Red has focused on higher order needs of the customer.

for example. the frugality of the brand may impact the brand equity of Kingfisher. Kingfisher Red has tried to match up to Kingfisher in a number of stark areas.The lost equity Is Kingfisher Red a Threat to the Kingfisher's Brand Identity? • With Kingfisher Red not really gelling in with the entire Kingfisher portfolio of products and services. • After all. the color red itself. • Red is the first color that comes to a person’s mind when he recalls ‘kingfisher’ .

The damage  Earlier. Jet Airways employees’ protests against job cuts some years ago didn’t do much harm to the brand in the long run.  the brand would have been affected if the issues were that involving ethics or credibility but something like a ‘bailout’ and being cashstrapped will not impact it long-term as people already know that the airline industry is bleeding  Consumers have a short memory and Kingfisher Airlines can find solace in that. .

the similarity is only in the positioning and the categories are poles apart .2006. In the case of Kingfisher. -Brands and Branding. Another instance of the damage to parent brand occurs when there is similarity in the customer groups that use the extension.The damage  Branding literature suggest that the failure of a brand extension will affect the parent brand only if there is a strong perceived fit or similarity between the extension and the parent brand. Lehmann & Keller. Marketing Science .one is beverage and other is a service.

. . • safely argued that the equity of Kingfisher beer will not be much affected by airline's failure. • it’s a wait and watch policy and the next couple of months will be make-or-break as far as the Kingfisher Airlines brand goes • It’s important to be transparent and admit folly where folly lies.The way ahead.

• It must improve its performance on key parameters like punctuality & air fares and should not introduce points of differences which increase the air fare of Kingfisher Red. to keep the consolidated identify of Kingfisher. while clearly spelling out to customers the differences between its premium and budget classes. • The idea is amalgamate the two ends of the spectrum. • While Kingfisher can continue with flashy ads featuring models depicting exuberance and lifestyle. Kingfisher Red ads can be more subtle focusing on safety. . comfort & experience.The Way Ahead for the King of Good Times • Kingfisher Airlines should focus on bridging its 'points-ofparity' before enhancing its points of differences.

Kingfisher decided to rationalise network. The debts have also mounted up to Rs 7.60 cr in the second quarters. Kingfisher is in dire straits.700 cr. Jet is restructuring there debts. • • • Jet seems to be working its way out of the current crisis.057.KFA Vs Jet . High cost and low yields Kingfisher Airlines have reported a loss of Rs 1.No bailout. drop unprofitable flights and expedite its fleet reconfiguration.war for survival.08 cr and Rs 13.027 cr while Jet Airways incurred a net loss of Rs 713. • • . respectively for both airlines.


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