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Jet Airlines + Air Sahara-> Jet & Jet Lite -> 29.4 %
Kingfisher + Deccan -> 28.9 %
Indian Airlines + Air India -> 19.8%
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
PESTEL ANALYSIS
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
PESTEL ANALYSIS
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.
PESTEL ANALYSIS
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.
The 4Ps ….
PRODUCT
Currently the kingfisher airline operates the aircrafts like the airbus
A 320, A 319-100 and ATC-72.
After acquiring the Deccan kingfisher has started a new fleet known
as kingfisher red.
PROMOTION
There are many events and advertisements through which kingfisher
airlines is promoted.
There are multiple touch points and finer promotional services working
for the promotional activities.
Loyalty and frequent flyer programs are also carried out.
The 4Ps ….
PRICE
The price segments that kingfisher targets is the higher income
group as well as the upper middle class background.
There are a few segments that are majorly for the youth and the high
lifestyle segments.
Sec A, sec B+ socio economic class mainly in the age group of 25-45
years are the main segments for which there is a specific prices
offered by kingfisher.
Some of the services offered by kingfisher do emphasis on their
policy to target those segments which are willing to pay for luxury.
S.W.O.T. ANALYSIS
STRENGTHS
• Strong brand value and reputation in the minds of customers.
• Quality of the service.
• Route rationalization.
• First airline to have a new fleet of airbuses.
• Quality and continuous innovation.
WEAKNESSES
• Still a not in profit organization.
• High ticket pricing.
• Facing a tough competition from competitors.
S.W.O.T. ANALYSIS
OPPORTUNITIES
• The expanding tourism industry.
• The non penetrated domestic market.
• International market.
• Untapped air cargo market.
THREATS
• Competitors
• Infrastructure issues.
• Fuel price hike.
• Tourism saturation
• Economic slowdown.
• Promotions and sponsorship declining.
SUGGESTIONS