Kingfisher_Crashing the Ground

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This presentation will give a brief idea about aviation industry and has given emphasis on kingfisher airlines which is facing losses....

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  • Kingfisher_Crashing the Ground

    1. 1. Abhishek Tewari IILM, Gurgaon RETAIL MARKETING KINGFISHER AIRLINES – CRASHING TO THE GROUND? 05 / 12 /2008
    2. 2. <ul><li>One of the fastest growing industries in the world. </li></ul><ul><li>Origin of Indian aviation industry can be traced back to the year 1912 . </li></ul><ul><li>India has the private airlines as its key players </li></ul><ul><li>75% of the market share is owned by the private sector. </li></ul><ul><li>Problems that the Indian aviation industry is facing and thus immediate attention is needed. </li></ul><ul><li>High rising prices of the ATF. </li></ul><ul><li>The cost of labour is rising in our country </li></ul><ul><li>Shortage of skilled labour </li></ul><ul><li>Infrastructure constraints. </li></ul>AVIATION INDUSTRY Abhishek Tewari, IILM Gurgaon
    3. 3. <ul><li>JET AIRWAYS + JET LITE </li></ul><ul><li>29.4 % </li></ul><ul><li>KINGFISHER + KINGFISHER RED </li></ul><ul><li>28.9 % </li></ul><ul><li>INDIAN + AIR INDIA </li></ul><ul><li>19.8 % </li></ul><ul><li>OTHERS </li></ul><ul><li>21.9 % </li></ul>MAIN PLAYERS IN THE AVIATION INDUSTRY Abhishek Tewari, IILM Gurgaon
    4. 4. <ul><li>Started operations on 9 May 2005 . </li></ul><ul><li>India's first private carrier launching with an all new fleet . </li></ul><ul><li>India’s fastest growing airline </li></ul><ul><li>Kingfisher Airlines operates 218 flights a day and has a network of 38 destinations , with regional and long-haul international services. </li></ul><ul><li>Kingfisher Airlines Limited is an airline based in Bangalore , India . </li></ul><ul><li>Airlines was the first carrier to introduce first-class premium cabins onboard its flights. </li></ul>KINGFISHER AIRLINES Abhishek Tewari, IILM Gurgaon
    5. 5. Frequent, reliable departures Lean, highly productive ground and gate crews High aircraft utilization Premium ticket prices 1st class Passenger service Bases at 5 Important airport Good Meals Comfortable Seats & Comfort 218 flight in 38 destination High compensation Of employees Safety of Employee and passenger Ground Services Internet Reservation and etc In-flight Experience “ Kingfisher, The Premiumfare Airline” New aircraft Flight Models (cabin crew) Luggage Handling & Processing Abhishek Tewari, IILM Gurgaon
    6. 6. <ul><li>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. </li></ul><ul><li>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. </li></ul>AWARDS Abhishek Tewari, IILM Gurgaon
    7. 7. <ul><li>Acquired 26% of Air Deccan. </li></ul><ul><li>Then acquire an additional 20% of Deccan priced at the same INR155 ($3.82) per share. </li></ul><ul><li>The initial stake cost INR5.46 billion . </li></ul><ul><li>Deccan was named as Simplify Deccan , and on Sep 08, the name was changed to Kingfisher Red . </li></ul><ul><li>The old logo of hands has been replaced by the Kingfisher logo and the font of Kingfisher is also being used. </li></ul><ul><li>The check-in counters at airports as well as the crew uniform, will now have the same red and white colors </li></ul>MERGER WITH AIR DECCAN Abhishek Tewari, IILM Gurgaon
    8. 8. <ul><li>EXPERIENCE </li></ul><ul><li>GROWTH </li></ul><ul><li>ACQUISITION </li></ul><ul><li>OPERATIONS </li></ul><ul><li>ENTERTAINMENT </li></ul><ul><li>LAURELS </li></ul><ul><li>TRAINING </li></ul>KINGFISHER VS. JET AIRWAYS
    9. 9. SWOT ANALYSIS STRENGTHS OPPORTUNITIES WEAKNESSES THREATS <ul><li>First airline with full new fleet of aircraft </li></ul><ul><li>Brand image with Flamboyant </li></ul><ul><li>Personality of Vijay Mallya </li></ul><ul><li>Unmatched in flight service </li></ul><ul><li>Exclusive Terminal Share Deal </li></ul><ul><li>Route rationalization </li></ul><ul><li>Service delivery to metros and other big cities </li></ul><ul><li>Yet not in profit. </li></ul><ul><li>High ticket pricing. </li></ul><ul><li>High attrition in top brass </li></ul><ul><li>Under penetrated domestic market </li></ul><ul><li>International market </li></ul><ul><li>Untapped air cargo market </li></ul><ul><li>Expanding tourism industry </li></ul><ul><li>Fleet size expansion </li></ul><ul><li>Existing Operators </li></ul><ul><li>Infrastructure issue </li></ul><ul><li>Fuel price hike </li></ul>Abhishek Tewari, IILM Gurgaon
    10. 10. ADVERTISING & BRANDING HOARDINGS SPONSORSHIPS BRAND AMBASSADORSHIP EVENT ORGANIZATION
    11. 11. 305.89 1,441.39 - 16.25 - 742.44 14.39 104.05 165.83 1039.85 - 19.53 - 188.14 FINANCIALS Abhishek Tewari, IILM Gurgaon
    12. 12. <ul><li>OCTOBER 13, 2008 </li></ul><ul><li>(afternoon) </li></ul><ul><li>OCTOBER 13, 2008 </li></ul><ul><li>(evening) </li></ul><ul><li>ALLIANCE OR CARTEL ?? </li></ul>STINK OF A CARTEL Abhishek Tewari, IILM Gurgaon
    13. 13. <ul><li>A </li></ul><ul><li>GRIM </li></ul><ul><li>PICTURE </li></ul>STINK OF A CARTEL Abhishek Tewari, IILM Gurgaon
    14. 14. <ul><li>NUMBER </li></ul><ul><li>PLAY </li></ul>STINK OF A CARTEL Rs. 641 crore Rs. 2,500 + crore Rs. 1,500 crore Rs. 4,000 crore 80 0 Abhishek Tewari, IILM Gurgaon
    15. 15. “ We have done our homework. I have done 10 months of meticulous planning for this venture. Today it has become fashionable to launch an airline. But we have a huge brand pull because of the Kingfisher brand. Half of my marketing problems are solved.” :VIJAY MALLYA IN BT ON APRIL 10,2005
    16. 16. THANK YOU !!

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