GROUP-7

Presents
GROUP MLMBLRS
Anurng
nrIrn
56
IIImn
Khnro
Thnkur
l3
Sudoo
IokhrIynI 50
VIshnI
ngrnnI
3l
COMPANY
PROFILE
The airline started operations on 9 May 2005, following the lease of 4 Airbus A320
aircraft. As of July 2007, Kingfisher operates only on domestic routes, however it has
announced plans to start flights to the USA with Airbus A380 aircraft. The airline is
owned by the United Beverages Group under the leadership of Vijay Mallya (which
also owns the popular ndian beer of the same name). The airline promises to suit the
needs of air travelers and to provide reasonable air fares. Kingfisher Airlines' main
"luxury" component is its n-Flight Entertainment System, a first among ndian airlines.
Kingfisher Airlines Limited is ndia's largest airline.
Based in Bangalore.
Operates more than 400 flights a day, network of 77 destinations, with regional and
long-haul international services.
One of six airlines in the world to have a five-star rating
MuIn buses:
Bungu!ove's Bengu!uvu IntevnutIonu! AIvpovt
MumbuI's CLLutvuputI SLIvuJI IntevnutIonu!
AIvpovt
Hydevubud's RuJIv GundLI IntevnutIonu! AIvpovt
e!LI's IndIvu GundLI IntevnutIonu! AIvpovt.
TLvougL one oI Its Lo!dIng compunIes \nIted
BvewevIes Gvoup, Lus u 50 pevcent stuke In !ow-
cost cuvvIev KIngIIsLev Red, Iovmev!y known us
AIv eccun.
Muy 2009, KIngIIsLev AIv!Ines cuvvIed move tLun
u mI!!Ion pussengevs, gIvIng It tLe LIgLest
muvket sLuve umong uIv!Ines In IndIu.
Ivequent I!yev pvogvum cu!!ed KIng C!ub.
A stvutegIc code-sLuvIng ugveement wItL Jet
AIvwuys, & un u!!Iunce wItL tLe HI!ton Hote!s
CovpovutIon.
Heudquuvtevs: \B CIty, Bungu!ove
Stuvted opevutIons on 9 Muy 2005, Io!!owIng tLe
dvy !euse oI Iouv bvund new AIvbus A320-200
uIvcvuIt.
Its IIvst I!IgLt wus Ivom MumbuI to e!LI
At tLe !uuncL oI tLe uIv!Ine, v. Mu!!yu suId tLut
Le Is "commItted to ucLIevIng ouv umbItIon oI
mukIng KIngIIsLev AIv!Ines IndIu's !uvgest
pvIvute uIv!Ine botL In cupucIty und muvket
sLuve by 2010."
Vision
The Kingfisher Airlines family will
consistently deliver a safe, value-
based and enjoyable travel
experience to all our guests.
'AI\S
Safety
This is our overriding value. n our line of business,
there is no compromise.
Service
We are all in the hospitality business; we must always
seek to serve our guests and gain their trust, goodwill
and loyalty.
Happiness
We seek to build an organisation with people who
choose to be happy, and will endeavour to influence our
guests and co-workers to be happy too.
%eamwork
We will succeed or fail as a team. Each one of us
must respect our colleagues regardless of their rank,
and we must work together to ensure our mutual
success.
Accountability
Each one of us will be held accountable for the
successful execution of our duties, commitments and
obligations, and we will strive to lead by example
KIngfIshor AIrIInos commIfs fo consfnnfIy
doIIghf guosfs by doIIvorIng n snfo, on fImo nnd
onjoynbIo oxorIonco. InnovnfIon nnd confInuous
onhnncomonf of ooIo, rocossos, roducf nnd
fochnoIogy wIII bo fho koy onnbIors.
Q!A!ITY IO!ICY
I!ST!IA! O!CAIZATIO MOI!
IxfornnI InvIronmonf & Indusfry AffrncfIvonoss:
TrnvoI domnnd growIng nbovo worId IovoI.
IndInn omosfIc nssongor nIr frnffIc Is bound fo grow
nf Comound AnnunI Crowfh !nfo ?.5 for fho orIod
200l-20l0
WhIIo InfornnfIonnI nssongor frnffIc Is bound fo grow
nf Comound AnnunI Crowfh !nfo 5.? for fho orIod
200l-20l0.
---ThIs rorosonf s n vory honIfhy sconnrIo for growfh of
nIr frnvoI Indusfry.
Sfrnfogy
9
fh
Mny 2005 sfnrfod oornfIng
200?-2008 AcquIrod 26 nnd fhon furfhor 20
fhrough oon offor In occnn AvInfIon.
2008- comIofod morgor of occnn nnd kIngfIshor
fo form fho Inrgosf Ivf. AIrIIno.
Thoy sfnrfod n now orn of Iuxury In IndIn`s
omosfIc AvInfIon Socfor.
Assofs nnd skIII
If wns sfrongIy suorfod by !I grou.
SuorIor !ofurn
2009 cnrrIod moro fhnn n mIIIIon nssongor.
S.W.O.T. ANALYS1S
$%RENG%$ $%RENG%$
W W Strong brand value and reputation in the minds of customers. Strong brand value and reputation in the minds of customers.
W W "uality of the service. "uality of the service.
W W #oute rationalization. #oute rationalization.
W W First airline to have a new fleet of airbuses. First airline to have a new fleet of airbuses.
W W "uality and continuous innovation. "uality and continuous innovation.
EAKNE$$E$ EAKNE$$E$
W W Still a not in profit organization. Still a not in profit organization.
W W igh ticket pricing. igh ticket pricing.
W W Facing a tough competition from competitors. Facing a tough competition from competitors.
OPPOR%&NI%IE$ OPPOR%&NI%IE$
W W The expanding tourism industry. The expanding tourism industry.
W W The non penetrated domestic market. The non penetrated domestic market.
W W nternational market. nternational market.
W W Untapped air cargo market. Untapped air cargo market.
%REA%$ %REA%$
W W ompetitors ompetitors
W W nfrastructure issues. nfrastructure issues.
W W Fuel price hike. Fuel price hike.
W W Tourism saturation Tourism saturation
W W Economic slowdown. Economic slowdown.
W W !romotions and sponsorship declining. !romotions and sponsorship declining.
S.W.O.T. ANALYS1S S.W.O.T. ANALYS1S
BCG MA1RIX
ICC MnfrIx Is usod for dovoIoIng mnrkofIng sfrnfogIos nnd
orformIng mnrkofIng nnnIysIs roInfod fo orffoIIo InnnIng nnd
nnnIysIs.
Tho comofIfIvo osIfIon of onch orffoIIo mombor Is bnsod on Ifs
muvket sLuve, muvket gvowtL vute und sIze/vevenue.
Mnrkof Crowfh !nfo of KIngfIshor (IndIvIdunI snIos In 20l0
IndIvIdunI SnIos In 2009)
(506?.92 5269.l?) = -0.000?4 (duo fo hIko In fuoI rIcos nnd II
norms)
Mnrkof Crowfh rnfo of KIngfIshor AIrIInos hns fnIIon by l.40 .
Mnrkof shnro (fofnI snIos of KA/fofnI mnrkof) 506?.92/26230 =
l9.32
!oInfIvo mnrkof shnro of KA In comnrIson fo Jof AIrwnys
(506?.92/l0438.5?) = 0.48
BCG MA1RIX
igh Market share & low growth rate
!otential to become star or
eventually cash cow
igh investments required
!RTR'S 5 IRC ANAIYSIS IR
KINGIISHR AIRIINS
Thronfs from ow
Infrnnfs
(VIrgIn
AfInnfIc/Qnnfns
AIrwnys)
InrgnInIng Iowor of
Cusfomors
W IconomIc & omogrnhIc
chnngos
W HIghor IsosnbIo
Incomos
W IncronsIng nwnronoss
W Ixosuro fo gIobnI brnnds
Thronfs from
SubsfIfufIon
(Ofhor modos of
frnnsorfnfIon)
Thronfs from
ComofIfIon
(Jof AIrwnys,
IndInn AIrIInos)
InrgnInIng Iowor
of SuIIors
(ATI IuoI IrIcos)
CI MAT!IX AA!YSIS !I C!O!I
7007i0s Aviation F07tiIiz07s Inf7a Pha72a
Ma70t Att7activ0n0ss
- Ma70t siz0 + + + + +
- Ma70t g7oth 7at0 + + + + +
- Ma70t p7ofitabiIity + - 2od07at0 + Mod07at0
- P7icing t70nds + - 2od07at0 2od07at0
- Co2p0titiv0 int0nsity / 7ivaI7y 2od07at0 - - - -
- Ov07aII 7is of 70tu7ns in th0
indust7y 2od07at0 2od07at0 2od07at0 + 2od07at0
- Ent7y ba77i07s 2od07at0 + + - -
Indust7y $t70ngths
- R0Iativ0 b7and st70ngth
(2a70ting) + + 2od07at0 2od07at0 2od07at0
- Ma70t sha70 + - 2od07at0 - -
- Ma70t sha70 g7oth + + + 2od07at0 2od07at0
- Custo207 IoyaIty + 2od07at0 2od07at0 2od07at0 +
- P7oduction capacity + 2od07at0 - 2od07at0 -
- %0chnoIogicaI o7 oth07 innovation + + + - -
- QuaIity + + + + +
IN\STRY ATTRACTI'NSS '/S
B\SINSS !SITIN
igh Medium Low

i
g
h
nvest
Selective
Growth
Up or Out
M
e
d
i
u
m
Selective
Growth
Up or Out arvest
L
o
w
Up or Out arvest Divest

u
s
i
n
0
s
s

P
o
s
i
t
i
o
n
Indust7y Att7activ0n0ss
Breweries
Aventis
Fertilizer
KFA
nfra
AvlATl0t lS lt 6R0wTH PHASF S0 tFF0S F0CuSF0 6R0wTH STRATF6lFS.
CM!TITR ANAIYSIS
AttvIbutes KINGIISHR JT
AIRWAYS
S!IC JT
!vIce 23 hlgher Lhan !eL
Alrways and lndlan
Lower Lhan
klngflsher Alrllnes
LxLremely low
!evmIssIon to
I!y to \S
no ?es nA
!evmIssIon to
I!y to \K
?es ?es nA
I!
lloaLed lloaLed noL ?eL
Tuvgeted
Customevs
8oLh ends of
cusLomers
8oLh ends of
cusLomers
Lower end of
cusLomers
!osItIonIng
remlum uomesLlc
SegmenL
remlum uomesLlc
and lnLernaLlonal
SegmenL
LowesL fares and no
frllls
MARKT SHAR
!RIRMANC
THANK Y\