Professional Documents
Culture Documents
Airline Industry in
India
454 airports and airstrips
(includes Operational, Non Operational, Abandoned and Disused
Airports)
127 are owned & operated by AAI
16 - international, 7 custom airports, 28 civil enclaves
Scheduled domestic air services - available from 82 airports
May 2007- May 2008
25.5 million domestic & 22.4 million international passengers
20% growth – highest in the world
Growth Rate Projections (for next 5 yrs)
15% p.a (Passenger Traffic)
11.4% p.a (Cargo Traffic)
History
• 1911
first commercial flight airmails from allahabad to nani (10 km)
• 1932
the aviation department of tata sons ltd . Established
• 1938
tata airlines (successor to aviation sivision of tata son )
• 1946
Tata Air Lines converted into a public Company and
renamed Air India Limited
• 1948 Air India International incorporated
• 1953 Nationalization of Aircraft Industry
Air India (serving the international sectors)
Indian Airlines (serving domestic sectors)
Deccan Airways, Airways India, Bharat Airways,
Himalayan Aviation, Kalinga Airlines, Indian National
Airways and Air Services of India
History
1986 Private Sector Players permitted as Air taxi operators
Players including Jet, Air Sahara, NEPC, East West,
Modiluft, etc started service
1990 Open sky policy
1994 Private Carriers permitted to operate scheduled services
2003 Entry of low-cost carriers
2007 Merger of Indian Airlines into Air India
Acquisition of Air Sahara by Jet Airways
2008 Kingfisher acquired 49% stake in Deccan Aviation
Regulatory
• Ministry of Civil Aviation
Authorities
Responsible for the formulation of policy, development and regulation of
Civil Aviation. Its functions also extend to overseeing airport facilities, air
traffic services and carriage of passengers and goods by air
• Other Attached/Autonomous Organizations:
Directorate General of Civil Aviation (DGCA)
Promote safe and efficient Air Transportation through regulation and
proactive safety oversight system
• Bureau of Civil Aviation Security (BCAS)
Regulatory authority for civil aviation security in India
• Airport Authority of India (AAI)
Accelerate the integrated development, expansion and modernization
of the operational, terminal and cargo facilities at the airports
Policies
Open Sky Policy
FDI
Airports
100% for green field operations
74% for existing airports - 100% with special permissions
100% tax exemptions for 10 yrs.
Airlines
49% in domestic airlines - 100% for NRI’s
74% in cargo & non-scheduled airlines
Competitive Pressure
eci vr e S
Indigo
Price
MARKET SHARE
Others Airlines Market Share
Spice Jet 2%
6%
Kingfisher
8%
Jet Airwyas
Indian Airline
Jet Lite Jet Airways
Air Deccan
10% 35%
Air Sahara
Air Deccan Kingfisher
15% Spice Jet
Others
Indian Airlines
24%
The Kingfisher
AIRLINES
The king of good times
Kingfisher airlines
• Dr Vijay Mallya is the Chairman and CEO of Kingfisher
Airlines
• Kingfisher Airlines Limited launched scheduled airline
services on May 9, 2005 with 4 daily flights between BOM
& BLR and one A-320 aircraft.
• There are tools for mood lighting such as web chat, inseat
plugins for music, liveTV with 16 channels on each seat
• 100 percent E ticket airline
VISION
POLITICAL FACTORS
1) Open sky policy
2) FDI limits: 100% for Greenfield airports
74% for the existing airports
100% through special permission
49% for airlines.
ECONOMICAL FACTORS
1) Contribution to the Indian economy.
2) Rising cost of fuel.
3) Investment in the sector of aviation.
4) The growth of the middle income group family affects the aviation sector.
SOCIAL FACTORS
1) Development of cities leads to better services and airports.
2)Employment opportunities.
3)Safety regulations.
4) The status symbol attached to a plane travel
TECHNOLOGICAL FACTORS
1) The growth of e-commerce and e-ticketing.
2) Satellite based navigation system.
3) Modernisation and privatisation of the airports.
4) Developing green field airports with private sector for example in Bangalore the
airport corporation limited.
ENVIRONMENTAL FACTORS
1)The increase in the global warming.
2)The sudden and unexpected behavior of the atmosphere and the dependency on
whether.
3)Shortage of the infrastructural capacity
4)Tourism saturation.
LEGAL FACTORS
1) FDI limits
2) Bilateral treaties
3) Airlines acquisitions and the leasing cost.
7 P’s
PORTERS FIVE FORCE
MODLE
KINGFISHER AIRLINES
Performance
Weaknesses
Loosing domestic market share
Old fleet with average age around 4.79 years
Scope for improvement in in-flight service
Weak brand promotion
Opportunities
Untapped air cargo market
Scope in international service and tourism
Threats
Strong competitors
Fuel price hike
Overseas market competition
PEST Analysis
Political Issue
License issue for international
operation
Infrastructural constraint
ATF price policy
Economic Effects
Rising income level
Reduced fare but yet not enough
Social Effects
Sound Pollution
Plane hijacking
9/11 Incident
Technology Effects
Modernization of aircrafts
Modern technology like CAT3
and ILS
7P’s
Price
Economy & Club Premiere Fare
Discounted fare for senior citizens & defense personnel
Advance Passenger Excursion/ APEX Fares
One Fare
Night Saver Fares
Check Fares
US Dollar Fares & Visit India Fares
Place
Place of Service - Aircraft
Various Destinations
Promotion
Offers
Companion Free Offer, One Fare, Concessional fares, JetPrivilege
Offers,
Jet Airways Citibank Credit Cards, Corporate Deal Offers, International
Specials, Camp Rock contest, Festival specials, Student specials,
Surprises etc.
Advertising and Branding
Hoardings
Brand Ambassadors
Sponsorships
Event Organization
Process
People Processing
People physically enter the service system to receive the service.
Aircraft is the
service factory where service is delivered.
Possession Processing
Cargo
Luggage & Courier
Physical Evidence
Servicescape
Servicescape usage - Interpersonal
Complexity of Servicescape - Elaborate
Flight
Offices - Org. & Ticket Booking Agents
Virtual Servicescape
Jet Airways - Performance
Annual Revenues - Rs.9481.5 crores (2007-
08)
Rs.7401 crores (2006-
07)
Profit(Loss) After Tax - Rs.253 crores loss
(2007-08)
Rs.27 crores profit
(2006-07)
- All Other Domestic Players showed
loss(2006-07)
THANK YOU