INDIAN INSTITUTE OF FINANCIAL MANAGEMENT, INDORE Marketing Plan of Kingfisher Airlines Submitted To:- Submitted By:- Prof. Prakher Sharma AnkitAgrawal DevendraThakur
Airline Industry in India One of the fastest Growing Aviation market. There are approximately 1 billion people & only about 0.05% of them fly. More and more middle class families now prefer Air Travel to Traditional Rail travel. The Indian Travel market is expected to triple to $51 billion by 2011 from 16.3 billion in 2005-06. AAI totally manages 127 airports - includes 13 International airports; - 7 custom Airports; - 80 Domestic airports; - 28 Civil enclaves. Over 1100 registered aircrafts. By 2020, Indian airports are estimated to handle 100 million passengers including 60 million domestic passengers. The amount of cargo handled will fall in the range of 3.4 million tones per annum.
History of Indian Airlines 1911 First Commercial flight Airmails from Allahabad to Naini(10 km) 1932 The Aviation Department of Tata Sons ltd. established 1938 Tata Airlines(successor to Aviation division of Tata Son) 1946 Tata Air Lines converted into a public Company and renamed as Air India Limited 1948 Air India International incorporated 1953 Nationalization of Aircraft Industry Air India(serving the international sectors) Indian Airlines(serving domestic sectors) Deccan Airways, Airways India, Bharat Airways, Himalayan Aviation, Kalinga Airlines, Indian National Airways and Air Services of India 1986 Private Sector Players permitted as Air Taxi operators Players including Jet, Air Sahara, NEPC, East West, Modiluft, etc started service
1990 Open sky policy 1994 Private Carriers permitted to operate scheduled services 2003 Entry of low-cost carriers 2007 Merger of Indian Airlines into Air India Acquisition of Air Sahara by Jet Airways 2008 Kingfisher acquired 49% stake in Deccan Aviation
Responsible for the formulation of policy, development and regulation of Civil Aviation. Its functions also extend to overseeing airport facilities, air traffic services and carriage of passengers and goods by air.
Other Attached/Autonomous Organizations:
Directorate General of Civil Aviation (DGCA) Promote safe and efficient Air Transportation through regulation and proactive safety oversight system
Bureau of Civil Aviation Security (BCAS)
Regulatory authority for civil aviation security in India
Airport Authority of India (AAI)
Accelerate the integrated development, expansion and modernization of the operational, terminal and cargo facilities at the airports.
Major Players Spice Jet Air India Indigo Go Airways Jagson Airlines Alliance Air Jet Airways KingFisher
United Breweries(UB) Group The UB Group is known as a large USD 2.2 billion corporate conglomerate with business interests ranging from spirits, engineering, fertilizers and civil aviation to pharmaceuticals. They constitute a large global group based in India and associate with world leaders in order to adopt technologies and processes, which will enable a leadership position in a large spectrum of activities. UB Group is an employer of choice for aspiring professionals who like challenges no matter what the field or function. We endeavour to be the most preferred employer wherever we operate. The Business of UB Group are:- 1. International trading 2. Fertilizers 3. Beverage Alcohol 4. Engineering 5. Aviation
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. Head Quartered at Bengaluru. There are tools for mood lighting such as web chat, inseatplugins for music, liveTV with 16 channels on each seat. 100 percent E-ticket airline.
Board Members Dr. Vijay Mallya, Chairman & CEO Capt. G. R. Gopinath, Vice Chairman Capt. K.J. Samuel Mr. A.K. Ravi Nedungadi Mr. Vijay Amritraj Mr. Anil Kumar Ganguly Mr. Piyush G. Mankad Dr. NareshTrehan DiwanArun Nanda Mr. GhyanendraNathBajpai Mr. N. Srivatsa, Company Secretary Mr. A. Raghunathan Chief Financial Officer
Vision “The Kingfisher Airlines family will consistently deliver a safe, value-based and enjoyable travel experience to all our guests.”
Our Values SafetyThis is our overriding value. In our line of business, there is no compromise. ServiceWe are all in the hospitality business; we must always seek to serve our guests and gain their trust, goodwill and loyalty. HappinessWe 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. TeamworkWe 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. AccountabilityEach 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.
last time booking facilities, refund in case of cancellation, In-flight Entertainments and many more
World class service provider, comfortable seats, etc
PESTEL Analysis Political Regulators: Directorate General of Civil Aviation(DGCA) - controls flying Licenses, pilots, certifying aircrafts and procedures to govern airports & airspace. Airport Authority of India(AAI)
Assigned the responsibility of managing National and International airports and administration through Air Traffic Control(ATC).
FDI ceiling in Airlines sector is 49% currently. FDI limits: - 100% for Greenfield airports - 74% for the existing airports - 100% for NRI’s.
Economic Factors Contribution to the Indian Economy Rising cost of fuel Investment in the sector of Aviation. The growth of middle income group family affects the Aviation sector Shortage of Infrastructure capacity Social Factors Development of cities leads to better services and airports Employment opportunities Safety regulations Technological Factors The growth of e-commerce and e-ticketing Mobile and online check-in Modernization and privatization of airports. Upgradation of ATC.
Environmental Factors The increase in the global warming The sudden and unexpected behavior of the atmosphere and the dependency on whether Shortage of the infrastructural capacity Tourism saturation Legal Factors Airlines acquisitions and the leasing cost Government policy to not allow the creation of airports closer than 150km from each other like Bangaluru and Hyderabad old airports were closed down when the new ones were started.
S.W.O.T. Analysis StrengthsWeaknesses First airline with full new fleet of aircraft Service delivery to metros and other big cities Quality hospitality provided to customers Yet not in profit Route Rationalization High ticket pricing Already have Training Academy Facing a tough competition from competitors. Quality and continuous Innovation OpportunitiesThreats Under Penetrated Domestic market Existing Operators International market Infrastructure issue Untapped Air Cargo market Fuel Price hike Expanding Tourism Industry Low Profit Margin
Current segmentation based on social class & income level
Social classes: which use full carrier services and those which use first class services of the railways
Income level: Low cost carrier for those who travel by first class railway
Problem with positioning
Brand relates to Lifestyle
Suggestions Remove the flights from low frequency routes. Reduce the labor cost. Simplify the flight operations. Increase Revenue-per-passenger. Try to focus on smaller aircrafts(50-70 seaters) and fuel efficient planes for short distance. For a long term strategy, Internationally focus should be done so to cater the International market also. Different modes of pricing should be taken care of.
Kingfisher - 5 Star Airline Kingfisher is one of only six airlines in the world to have a five-star rating from Skytrax, along with Asiana Airlines, Malaysia Airlines, Qatar Airways, Singapore Airlines and Cathay Pacific Airways.
Awards Kingfisher Airlines has received 30 awards for innovation, customer responsiveness and was voted the Best New Airline of the Year within months of its launch.
References Webliography:- i. Kingfisher Airlines official site ii. Google iii. Slideshare.net Bibliography i. Phillip Kotler
Thank You The Kingfisher AIRLINES The king of good times