Kingfisher airline....

The king of good

times

● Dr.vijay maliya is the chaiman and ceo of kingfisher airlines

●
Kingfisher airlines ltd launched sheduled airlines service on may 9th 2005 with
for daily flights between mumbai and banglore
●Ther are tools for mood lighting such as web chat,in seats plugged in for

music,live tv with 16 channels on each seat

●100 percent e-ticket airlines
 Kingfisher Airlines Pest analysis

● Political factor- open sky policy

●Economic factor – contribution to indian economy
-rising cost of fuel
- investment in sector of aviation
- growth of middle income group family affetc the aviation
sector
●Social Factor- Development of cities lead to better service and airport

- employeement oppotunities
-safety regulation
- the status symbol attached to a plane travel
●Technological factor-the growth of e commerce and e ticketing

- sattelite based navigation system

-mordenization and privatitation of airport
- developing green field airports with private sector for
example Banglore Airport
 4 P's of kingfisher airlines

PRODUCT
●Currently kingfisher airlines operates the aircraft like the airbus A-320 ,A -319-
100 and ATC-72
●After accuring deccan Kingfisher has started a new fleet known as kingfisher

red.

PLACE
●Covers even the toughest trrains in the country, and the service ranges from

ahemdabad to agarthala nd to major cities ie- delhi mumbai banglore chennai

etc
●The main strategy that kingfisher follows is to target the metro citiesor tier one

cities in india.
PROMOTION
●There are many events and adevertiements through which kingfisher

airlines is promoted.
●There are multiple touch points and finer promotion services working for

promotional activies.
●Loyalty and frequenct flyer program are also carried out.

Price

●The price segments that kingfisher targets is higher income group as

well as upper middle class background.
●There are few segments that are majorly for youth and the high life stlye

segments
●Sec A,sec b+ socio economic class mainly in the age group of 25-45 yrs

are the main segment for which specific price is offered by kingfisher
●Some of the services offered by kingfisher do emphasis on their policy

to target those segment which are willing to pay for luxury.

 S.W.O.T analysis for kingfisher
STRENGHTH
●Strong brand value and reputation in the mind of consumer.
●Quality of the service

●Route rationalisation

●First airlines to have new fleet of airbuses.

●Quality and continous innovation

WEEKNESSES
●Still not a profit organisation.
●High ticket pricing

●Facing a tough competition from competitors.

OPPORTUNITIES
● The expanding tourism industry.
● Non penetrated domestic market.
● International market.
● Untapping air cargo market.

THREATS
● Competitiors
● Infrastructure issues
● Fuel price hike
● Tourisim saturation
● Economic slowdown
● Promotion and sponcership declining
 CONCLUSION

To increase the market share of the company, kingfisher airlines

can take the following steps--
●Reduce the labour cost

●Simplify the flight operations

●Offer more transparent pricing

●Get smart on fuel

 KINGFISHER BRANDS

● Beer
● Airlines

● Fashion collection

● Sports

● Calender

● King club 5 star hotel

Ansoff matrix
1- existing beer
2-
3- kingfisher ultra ,blue etc
4- airlines, calender, gp
racing
PRODUCT LIFE CYCLE
● Kingfisher is in growth stage
of product life cycle curve
 Branding strategies
● Kingfisher airlines has launched a kings credit card, a co-
branded credit card with india's leading bank icici bank
● Collabration with watch companies to provide exclusive watch
collection in the air plane
● Investig in sports and entertainment for its promotion(derby,F1
race,DLF IPL)
● Kingfisherworld.com