Contents

üAviation industry
üCompany profile – Kingfisher
Airlines
ü7p’s Analysis
ü3c’s Analysis
üCustomer recovery &
relationship
management
üCompany Profile – Jet Airways
ü7p’s Analysis
ü3c’s Analysis
üCustomer recovery &
relationship
management
üComparison – 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
available from 82 airports as against 75 in
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.
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
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:
 üHigher income group as well as the
 upper middle class background.
 üThe youth & the high lifestyle segments.
 üSec A, sec B+ socio economic class
 mainly in the age group of 25-45 years:
 a specific prices offered by kingfisher.
 üServices 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:
üBusiness Class travelers, Corporate,
Leisure travelers, Students, King Club
members
Company:
üKingfisher 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 &
üFrequent Flier Program
üKing Club Membership
üMileage Accrual Benefit
üAirport Facilities for King Club
Members