Analysis On

Kingfisher
Airlines
Contents
ü Aviation industry
ü Company profile – Kingfisher Airlines
ü 7p’s Analysis
ü 3c’s Analysis
ü Customer recovery & relationship
management
ü Company Profile – Jet Airways
ü 7p’s Analysis
ü 3c’s Analysis
ü Customer recovery & relationship
management
ü Comparison – Kingfisher Airlines & Jet
Airways
Aviation Industry in
India
ü Civil aviation in India started with its first
commercial flight on February 18, 1911

ü Journey from Allahabad to Naini

ü First domestic air route between Karachi

and Delhi was opened in December 1912 by
the Indian State Air Services in
collaboration with the Imperial Airways, UK
as an extension of London-Karachi flight of
the Imperial Airways.
Sector
structure/Market
ü With a growth rate of 18 per cent per
annum, the Indian aviation industry is one
of the fastest growing aviation industries in
the world.

ü Today, private airlines account for around

75 per cent share of the domestic aviation
market.

ü India has jumped to 9th position in world's

aviation market from 12th in 2006. The
scheduled domestic air services are now
Road Ahead
ü Passenger traffic is projected to grow at a
CAGR of over 15 per cent in the next 5
years.

ü The Vision 2020 statement announced by

the Ministry of Civil Aviation, envisages
creating infrastructure to handle 280 million
passengers by 2020.

ü Investment opportunities of US$ 110 billion

envisaged up to 2020 with US$ 80 billion in
new aircraft and US$ 30 billion in
development of airport infrastructure.
KINGFISHER
AIRLINES
 Company
Profile
ü Kingfisher Airlines Limited is India's largest
airline.

ü Based in Bangalore.

ü Operates more than 400 flights a day,

network of 77 destinations, with regional
and long-haul international services.
ü One of six airlines in the world to have a
five-star rating
ü Main bases:
§ Bangalore's Bengaluru International Airport
§ Mumbai's Chhatrapati Shivaji International
Airport
§ Hyderabad's Rajiv Gandhi International
Airport
§ Delhi's Indira Gandhi International Airport.

ü Through one of its holding companies

United Breweries Group, has a 50 percent
stake in low-cost carrier Kingfisher Red,
formerly known as Air Deccan.
ü May 2009, Kingfisher Airlines carried more
than a million passengers, giving it the
highest market share among airlines in
India.

ü Frequent flyer program called King Club.

ü A strategic code-sharing agreement with Jet

Airways, & an alliance with the Hilton Hotels
Corporation.

ü Headquarters: UB City, Bangalore

ü Started operations on 9 May 2005, following
the dry lease of four brand new Airbus
A320-200 aircraft.

ü Its first flight was from Mumbai to Delhi

ü At the launch of the airline, Dr. Mallya said

that he is "committed to achieving our
ambition of making Kingfisher Airlines
India's largest private airline both in
capacity and market share by 2010.“

ü Brand ambassador : Deepika Padukone

ü In January 2007, Kingfisher entered into a
multi-year partnership deal with Toyota
Motorsport to be an official partner of the
Toyota F1 racing team.
ü In October 2007, the airline announced
Deepika Padukone as its brand ambassador,
replacing Yana Gupta.
ü In September 2008, Kingfisher announced
its plans to raise US$ 100 million through
equity.
ü On 13 October 2008, Kingfisher chairman Vijay
Mallya and his Jet Airways counterpart Naresh Goyal
announced a strategic alliance after a meeting in
Mumbai.

ü The alliance was formed to implement code-sharing

between the two airlines on both domestic &
international flights, joint fuel management to
reduce expenses, common ground handling, joint
utilization of crew & sharing of their frequent flier
programmes, namely King Club & Jet Privilege.

ü On 12 January 2009, Kingfisher Airlines announced

its alliance with Hilton HHonors, the guest rewards
program for the more than 3,000 hotels of the Hilton
Hotels Corporation worldwide.

ü The new alliance allows members of the King Club

7P’s Analysis
Product:
ü Domestic & International Air Transport
Service.
ü 74 domestic destinations & 3 international
destinations in 3 countries across Asia &
Europe.
ü On 3 September 2008,
Kingfisher Airlines
began its international
operations by
connecting Bangalore
to London.
Services:
Domestic & International:
ü Kingfisher First
ü Kingfisher Red
ü Kingfisher Class

Place:
ü Services ranges from Ahmadabad to
Agartala & to the major cities such as Delhi,
Bangalore, & Chennai etc.
ü The main strategy that kingfisher follows is
to target the metro cities or the tier 1 cities
in India.
Promotion:
ü Events & advertisements
ü Multiple touch points & finer promotional
services working for the promotional
activities.
ü Loyalty & frequent flyer programs are also
carried out.
Price:
ü Higher income group as well as the
upper middle class background.
ü The youth & the high lifestyle segments.
ü Sec A, sec B+ socio economic class
mainly in the age group of 25-45 years:
a specific prices offered by kingfisher.
ü Services offered by kingfisher do
emphasis on their policy to target those
segments which are willing to pay for
luxury.
People:
ü Hospitality industry, Interpersonal skills,
aptitude, & service knowledge people.
Physical evidence:
ü Exclusive lounge space, Hi! Blitz, Gourmet
cuisine, world class cabin crew, 5 trendy
video- Fun TV, 10 music stations -Kingfisher
Radio .

Process:
ü Booking the ticket-online booking
ü Tele-booking
ü Kingfisher outlet.
3C’s Analysis
Customer:
ü Business Class travelers, Corporate,
Leisure travelers, Students, King Club
members

Company:
ü Kingfisher Airlines Airbus A320-200
taxiing at Bangalore International
Airport, ATR 72-500, Airbus A330-200,
Kingfisher Airlines' fleet
Communication:
üAdvertisements in television,
newspapers, business magazines, etc.
üVery famous Kingfisher Yearly
Calendar.
üSponsorship to various events.
üLoyalty programs like King Club.
Customer Recovery &
ü Frequent Flier Program

ü King Club Membership

ü Mileage Accrual Benefit

ü Airport Facilities for King Club

Members
JETAIRWAYS
Company
Profile
ü In May 1974, Naresh Goyal founded
Jetair (Private) Limited with the
objective of providing Sales and
Marketing representation to foreign
airlines in India.
ü In 1991, he set up Jet Airways (India)
Private Limited, for the operation of
scheduled air services on domestic
sectors in India.
ü Jet Airways has emerged as India's
largest private domestic airline.
ü It has been acclaimed by frequent travelers
as the most preferred carrier offering the
highest quality of comfort, courtesy and
standards of in flight and ground service and
reliability of operations.
ü It currently has a market share of 46.7%.
ü Jet Airways has been voted India's 'Best
Domestic Airline' consecutively and won
several national and international awards.
ü Jet Airways is an airline based in Mumbai,
India.
ü On 12 April 2007, Jet Airways agreed to buy
out Air Sahara for 14.5 billion rupees (US$340
million). Air Sahara was renamed JetLite
ü It is India's second largest international
airline after Air India and along with its
subsidiary, Jetlite, the second largest
domestic airline in India.
 7P’s Analysis
Product:
Domestic & International Air Transport Service.

Place:
Jet Airways serves 44
domestic destinations and 20
international destinations in
17 countries across Asia,
Europe and North America.
It operates a scissors-hub
at Brussels Airport.
Promotion:
Companion Free Offer, One Fare, Concessional
fares, Jet Privilege 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.
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.

People:
Crew members, ground staff, customers, suppliers.
Physical evidence:
Services, Elaborate Flight Offices - Org. & Ticket
Booking Agents Virtual Services, Aircrafts, Logo

Process:
Booking the ticket - online booking or tele-booking,
Ground services
 3C’s Analysis
Customer:
Business Class travelers, Corporate, Leisure
Travelers, Students
Company:
Jet Airways is an airline based in Mumbai, India. It is
India's third largest airline after Air India and
Kingfisher Airlines. It operates over 400 daily flights to
64 destinations worldwide. Its primary base is Mumbai's
Chhatrapati Shivaji International Airport with
secondary hubs at Bangalore, Brussels, Chennai, Delhi
and Hyderabad, Kolkata and Pune as focus cities.
Communication:
üAdvertisements in newspapers,
business
magazines, etc.
üSponsorship to various events.
üLoyalty programs.
Customer Recovery &
ü “Jet Privilege” Frequent Flier Program

ü Mileage Accrual
Benefit

ü Airport Facilities
Comparis
on
Kingfisher Vs Jet.flv
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