Kingfisher airlines

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Kingfisher airlines

  1. 1. 1/15/2012 (c) Amit Joshi 1
  2. 2. • Kingfisher Red, known formerly as Simplifly Deccan and prior to that as Air Deccan, is a low-cost brand run by Kingfisher Airlines. It is headquartered in Mumbai, India.1/15/2012 (c) Amit Joshi 2
  3. 3. Deccan Aviation• Formerly known airline was previously operated by Deccan Aviation. It was started by Captain G. R. Gopinath and its first flight took off on 23 August 2003 from Hyderabad to Vijaywada.• It was known popularly as the common mans airline, with is logo showing two palms joined together to signify a bird flying.• The tagline of the airline was "Simpli-fly," signifying that it was now possible for the common man to fly. The dream of Captain Gopinath was to enable "every Indian to fly at least once in his lifetime."• Air Deccan was the first airline in India to fly to second tier cities like Hubballi, Mangalore, Madurai and Visakhapatnam from metropolitan areas like Bangalore and Chennai.1/15/2012 (c) Amit Joshi 3
  4. 4. Important dates• On 25 January 2006, Deccan went public by filing a red herring prospectus with the SEBI. Deccan planned to offload 25 percent of its stake in the IPO that opened on 18 May. However, due to the stock market downturn at that time, Air Deccans IPO barely managed to scrape through, even after extending the issue closing date and reducing the price band.• On 27 February 2007, Air Deccan switched to US-based airline reservations hosting service provider Radixx International, becoming the second major domestic Indian carrier after GoAir to switch to the Radixx Air Enterprise reservation system. Before moving to the Radixx reservation system, Air Deccan was using a reservation system provided by the Delhi-based InterGlobe Technologies.1/15/2012 (c) Amit Joshi 4
  5. 5. Factsheet 25 August 2003 Founded (as Air Deccan) Hubs Bengaluru International Airport Company slogan The Choice is Simple Parent company United Breweries Group Headquarters Mumbai, India G. R. Gopinath, Founder Key people Vijay Mallya, Chairman1/15/2012 (c) Amit Joshi 5
  6. 6. Acquisitions by Kingfisher• Kingfisher Airlines parent company United Breweries Group acquired a 26 percent stake in Air Deccans parent company Deccan Aviation. The combined fleet of 71 Airbus A320 family and ATR aircraft will operate 537 flights to 69 Indian cities, "whilst taking advantage of unparalleled synergy benefits arising from a common fleet of aircraft," according to Kingfisher. "For the near future, Kingfisher will continue to serve the corporate and business travel segment, while Air Deccan will focus on serving the low- fare segment, but with improved financial prospects for both carriers," Kingfisher added. Speaking to reporters yesterday, UB Group head Vijay Mallya said there were no plans to launch an IPO "at this stage" and that UB Group would have no problem funding the acquisition.1/15/2012 (c) Amit Joshi 6
  7. 7. Rebranding Activities by Kingfisher Airlines• In October 2007, after the acquisition by Kingfisher Airlines, Air Deccan was renamed "Simplifly Deccan" with its new tagline being "The choice is simple". The old logo was replaced by the Kingfisher logo and the same font of Kingfisher Airlines was also used on Simplifly Deccan. The old yellow and blue colors of Air Deccan were replaced by Kingfisher Airliness red and white, supposedly to give the same premium look and feel to Deccan as well.• The check-in counters at airports as well as the crew uniforms now had the same red and white colors as those for Kingfisher Airlines.1/15/2012 (c) Amit Joshi 7
  8. 8. Contd…..• The new look airline also promised excellent on-time performance, a wider network and "little delights all the way". Check-in staff would no longer be outsourced, but managed by the airlines own employees, thereby "increasing accountability and improving service delivery," said Mr Mallya. He also announced that the new airline would slowly phase out the ageing ATR 42 and A320 planes and replace them with entirely new aircraft.• Changes were also made in the flight schedule of Simplifly Deccan airlines to better align with that of Kingfisher Airlines. According to agencies, the re-branding was expected to cost around Rs 15 crore (approximately $3.8m).• In August 2008, it was announced the airline will further change its branding to Kingfisher Red and will begin operating under Kingfishers IATA code IT1/15/2012 (c) Amit Joshi 8

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