Analysis of kingfisher airlines

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Analysis of kingfisher airlines

  1. 1. A PROJECT REPORT ON SUBMITTED BY, DEBASIS PATRA REGISTRATION No-11A6247007 PGDM-AVIATION MANAGEMENT REGIONAL COLLEGE OF MANAGEMENT
  2. 2. CERTIFICATE This is to certify that the project work“ANALYSIS OF KINGFISHER AIRLINES” isa bonafide record of work done by Mr. DebasisPatra under my guidance in partial fulfillment ofthe requirements for the programme in PGDM inAviation. Prof. S. N. Mishra Head PGDM- Aviation Management 2
  3. 3. ACKNOWLEDGEMENT I take immense pleasure in thanking Prof. S. N. Mishra,Head (Aviation Management) for having permitted me to carryout this project work. Finally, yet importantly, I would like to express my heartfeltthanks to my beloved MOTHER for her blessings, my friends,my seniors for their help and wishes for the successfulcompletion of this project. DEBASIS PATRA 3
  4. 4. INDEX INTRODUCTION HISTORY VISION, VALUES, MISSION SERVICES AWARDS AND ACHIEVEMENTS PESTEL ANALYSIS SWOT ANALYSIS STP ANALYSIS 7 P’s COMPETITORS MARKET SHARE PROFIT & LOSS STATEMENT CASHFLOW STATEMENT BALANCE SHEET FUTURE STRATEGIES PROBLEM IDENTIFICATION RECOMMENDATIONS SUGGESTION CONCLUSION 4
  5. 5. INTRODUCTION: Kingfisher Airline is a private airline based in Bangalore,India. The airlines owned by Vijay Mallya of United BeveragesGroup. Kingfisher Airlines started its operations on May 9, 2005 witha fleet of 4 Airbus A320 aircrafts. The airline currently operates ondomestic routes. The destinations covered by Kingfisher Airlines areBangalore, Mumbai, Delhi, Goa, Chennai, Hyderabad, Ahmedabad,Cochin, Guwahati, Kolkata, Pune, Agartala, Dibrugarh, Mangalore and Jaipur. In a short span of time Kingfisher Airline has carved a niche for itself. The airline offers several unique services to its customers. These include: personal valet at the airport to assist in baggage handling and boarding, accompanied with refreshments and music atthe airport, audio and video on-demand, with extra-wide personalizedscreens in the aircraft and three-course gourmet cuisine. Kingfisher is one of only 6 airlines in the world to have a 5star rating from Sky tax, along with Asian Airlines, Malaysia Airlines,Qatar Airways, Singapore Airlines and Cathay Pacific Airways. In ashort span of time Kingfisher Airline has carved a niche for itself. Theairline offers several unique services to its customers. These includepersonal valet at the airport to assist in baggage handling andboarding, exclusive lounges with private space, accompanied withrefreshments and music at the airport, audio and video on-demand, 5
  6. 6. with extra-wide personalized screens in the aircraft, sleeper seats withextendable footrests, and three-course gourmet cuisine.HISTORY Kingfisher Airlines is a subsidiary of the UB Group, one of thelargest beverage companies in the world. The branding of the airlineis linked to that of Kingfisher Beer, India’s largest brewery. The airline, which is headed by the charismatic Dr VijayMallya, took to the skies in May 2005, and attracted attention for itshigh quality product with personal in flight entertainment in everyseat; custom interior designs for each aircraft; valet assistance atairports and complimentary hot food and beverages. The airlineinitially operated a single class service but subsequently introduced ahighly acclaimed First Class, allowing it to compete with Jet Airwaysfor the high yield corporate market. In addition to its A320 familyaircraft used on domestic routes, Kingfisher Airlines also operatesATR-72 turboprops on regional sectors. Under current Indian regulations, which require airlines tooperate 5 years domestic service before being granted internationalrights, Kingfisher will not be permitted to operate overseas until 2010.However, the airline has very clear international ambitions, with anorder book for 45 wide body aircraft, including A330s, A340s, A350sand A380s. In just over two years, Kingfisher Airlines has achieved amarket share of 10% and has one of the most aggressive expansionplans of all Indian carriers during 2007. In Jun-07, it dramaticallyincreased its influence in the market with the acquisition of a 26%shareholding in India’s largest LCC, Air Deccan, for approximatelyUSD130 million, and an open offer for a further 20%. Through 6
  7. 7. schedule coordination and joint operations in ground handling,training, and maintenance, the carriers are projecting annual costsavings of over USD70 million. There will also be greater coordination between the two brands,with Air Deccan to adopt the Kingfisher image in its logo and toswitch to a red, rather than a blue color scheme. The combinedKingfisher/Deccan group has a market share of just over 30% and aproduct range spanning from the price-sensitive, first-time flyer, tothe high yield business traveler, making I tone of the key pillars of theairline industry. The airline which started its operation on 9th May 2005,following the lease of 4 Airbus A320 aircraft. As of July 2007,Kingfisher operates only on domestic routes; however it hasannounced plans to startflights to the USA withAirbus A380 aircraft.The airline is owned bythe United BeveragesGroup under the leadershipof Vijay Mallya (whichalso owns the popularIndian beer of the samename). The airline promises to suit the needs of air travelers and toprovide reasonable air fares. Kingfisher Airlines main "luxury"component is its In-Flight Entertainment System, a first among Indianairlines. The airliners in-flight Mobile Phone and Internet Services willbe provided by On Air starting 2008 for long haul flights. 7
  8. 8. VISION “The Kingfisher Airlines family will consistently deliver asafe, value-based and enjoyable travel experience to all our guests.”VALUESSafetyThis is our overriding value. In our line of business, there is nocompromise.ServiceWe are all in the hospitality business; we must always seek to serveour guests and gain their trust, goodwill and loyalty.HappinessWe seek to build an organization with people who choose to behappy, and will Endeavour to influence our guests and co-workers tobe happy too.TeamworkWe will succeed or fail as a team. Each one of us must respect ourcolleagues regardless of their rank, and we must work together toensure our mutual success.AccountabilityEach one of us will be held accountable for the successful executionof our duties, commitments and obligations, and we will strive to leadby example. 8
  9. 9. MISSION "Kingfisher Airlines will have Fly the Good Times approachand this will reflect in the experience we will offer to passengers."SERVICESDOMESTIC Kingfisher First The domestic Kingfisher First seats have a 48 inch seat pitchand a 126 degree seat recline. There are laptop and mobile phonechargers on every seat. Passengers can avail of the latest internationalnewspapers and magazines. There is also a steam ironing service onboard Kingfisher First cabins. Every seat is equipped with apersonalized IFE system with AVOD which offers a wide range ofHollywood and Bollywood movies, English and Hindi TVprogrammers’, 16 live TV channels and 10 channels of KingfisherRadio. Passengers also get BOSE noise cancellation headphones. Domestic Kingfisher First is only available on selectedAirbus A320 family aircraft. Kingfisher Class The domestic Kingfisher Class has 32-34 inch seat pitch. Every seat is equipped with personal IFE systems withAVOD on-board the Airbus A320 family aircraft. As in KingfisherFirst, passengers can access movies, English and Hindi TVprogrammers’, a few live TV channels powered by Dish TV, andKingfisher Radio. The screen is controlled by a controller-console onthe seat armrest. Ear cup headphones are provided free of cost to allpassengers. The default channel shows, alternating every few seconds, 9
  10. 10. the aero plane’s ground speed, outside temperature, altitude, distanceand time to destination, the position of the aircraft on a graphical map,and one or more advertisements.Passengers are served meals on most flights. Before take-off,passengers are served bottled lemonade. Economy class meal on-board a Kingfisher Airlinesdomestic flight. Kingfisher Red After Kingfisher Airlines acquired Air Deccan, its name waschanged to Simplify Deccan and subsequently to Kingfisher Red.Kingfisher Red is Kingfisher Airlines low-cost class on domesticroutes. A special edition of Cine Blitz magazine is the only readingmaterial provided. Kingfisher Airlines is the first airline in India to extend itsKing Club frequent flyer program to its low-cost carrier as well.Passengers can earn King Miles even when they fly Kingfisher Red,which they can redeem for free tickets to travel on Kingfisher Airlinesor partner airlines.INTERNATIONAL Kingfisher First The international Kingfisher First has full flat-bed seats witha 180 degree recline, with a seat pitch of 78 inches, and a seat widthof 20-24.54 inches.[32] Passengers are given Merino wool blankets, aSalvatore Ferragamo toiletry kit, a pyjama to change into, five-coursemeals and alcoholic beverages. Also available are in-seat massagers,chargers and USB connectors. Every Kingfisher First seat has a 17 inch widescreenpersonal television with AVOD touch screen controls and offers 357 10
  11. 11. hours of programming content spread over 36 channels, includingHollywood and Bollywood movies along with 16 channels of live TV,so passengers can watch their favorite TV programmers’ live. There isalso a collection of interactive games, a jukebox with customizableplaylists and Kingfisher Radio. Passengers are given BOSE noisecancellation headphones. The service on board the Kingfisher First cabins includes asocial area comprising a full-fledged bar staffed with a bartender, abreak-out seating area just nearby fitted with two couches and barstools, a full-fledged chef on board the aircraft and any-time dining. Aturn-down service includes the conversion of the seat into a fully flatbed and an air-hostess making the bed when the passenger is ready tosleep. Both Kingfisher First and Kingfisher classes feature moodlighting on the Airbus A330-200 with light schemes corresponding tothe time of day and flight position. Kingfisher Class The international Kingfisher Class seats offer a seat pitch of34 inches, a seat width of 18 inches and a seat recline of 25 degrees (6inches). Passengers get full length modacrylic blankets, full sizepillows and meals. Each Kingfisher Class seat has a 10.6 inch widescreenpersonal television with AVOD touch screen controls. The IFE issimilar to that of the international Kingfisher First class. It can also becontrolled by a detachable remote-control console fitted in thearmrest. This device can be used to control the IFE, reading-lights,play games and even has a credit-card swipe for shopping onKingfishers Air Boutique. It also has a facility for sending text-messages, though the service isnt provided by Kingfisher. 11
  12. 12. CARGO Kingfisher Xpress Kingfisher Xpress is a new Door-to-Door cargo deliveryservice from Kingfisher Airlines. Kingfisher Xpress same day servicewill be Indias first and only same day delivery by air service. In-flight entertainment Kingfishers IFE system is the Thales Top Seriesi3000/i4000 on-board the Airbus A320 family aircraft, and ThalesTop Series i5000 on-board the Airbus A330 family aircraft providedby the France-based Thales Group. Kingfisher was the first Indian airline to have in-flightentertainment (IFE) systems on every seat even on domestic flights.All passengers were given a "welcome kit" consisting of goodies suchas a pen, facial tissue and headphones to use with the IFE system.Now, passengers of Kingfisher class are not given "welcome kits" but,as mentioned earlier, a complimentary bottle of lemonade andearphones for use with the IFE are still given. The in flight magazinesare special editions of magazines owned by Mallyas media publishinghouse (VJM Media) viz. Hi! Blitz for domestic flights and Hi! Livingfor international flights. Initially, passengers were able to watch onlyrecorded TV programming on the IFE system, but later an alliancewas formed with Dish TV to provide live TV in-flight.[34] And in amarked departure from tradition, Kingfisher Airlines decided to havean on-screen safety demonstration using the IFE system; however theconventional safety briefing by the flight attendants still exists onmany flights. King Club The Frequent-flyer program of Kingfisher Airlines is calledthe King Club in which members earn King Miles every time they fly 12
  13. 13. with Kingfisher or its partner airlines, hotels, car rental, finance andlifestyle businesses. There are four levels in the scheme: Red, Silver,Gold and Platinum levels. Members can redeem points for over anumber of schemes. Platinum, Gold and Silver members enjoy accessto the Kingfisher Lounge, priority check-in, excess baggageallowance, bonus miles, and 3 Kingfisher First upgrade vouchers forGold membership. Platinum members get 5 upgrade vouchers. Kingfisher Lounge Kingfisher Lounges are offered to Kingfisher Firstpassengers, along with King Club Silver and King Club Goldmembers. Lounges are located in:  Bangalore International Airport  Chennai International Airport  Chhatrapati Shivaji International Airport (Mumbai)  Cochin International Airport (Kochi)  Indira Gandhi International Airport (Delhi)  London Heathrow Airport  Netaji Subhash Chandra Bose International Airport (Kolkata)  Rajiv Gandhi International Airport (Hyderabad) However, note that the airline has suspended operation inLondon, Kochi, Kolkata and Hyderabad. 13
  14. 14. AWARDS AND ACHIEVEMENTS  Kingfisher Airlines frequent flyer programme, King Club has won Top Honors at the 21st Annual Freddie Awards in the Japan, Pacific, Asia and Australia region.  King Club has won the Freddie Awards 2008 in the following categories:  Best Bonus Promotion  Best Customer Service  Best Member Communications (First Runner-up)  Best Award Redemption (First Runner-up)  Best Elite Level (Second Runner-up)  Best Website (Second Runner- up)  Program of the Year (Second Runner-up)  Kingfisher Airlines has received three global awards at the Skytrax World Airline Awards 2010  Named Best Airline In India / Central Asia; Best Cabin Crew – Central Asia.  Kingfisher RED named Best Low Cost Airline in India / Central Asia.  NDTV Profit Business Leadership Award for Aviation.  Indias only 5 Star airline, rated by Skytrax and 6th airline in the world.  Rated Indias Second Buzziest Brand 2008 by The Brand Reporter.  Ranked amongst Indias Top Service Brands of 2008 by Pitch Magazine.  Voted as Indias Favorite Airline.  Rated as Asia Pacifics Top Airline Brand. 14
  15. 15.  Brand Leadership Award. Economic Times Avaya Award 2006 for Excellence in Customer Responsiveness. Indias No. 1 Airline in customer satisfaction by Business World. Rated amongst Indias most respected companies by Business World. Rated amongst Indias 25 Innovative Companies by Plan man Media in 2006. The Best Airline" and "Indias Favorite Carrier in a Survey conducted by IMB for The Times of India. Best New Domestic Airline for Excellent Services and Cuisine by Pacific Area Travel Writers Association (PATWA). Service Excellence 2005-2006 for a New Airline by Skytrax. Ranked third in the survey on Indias Most Successful Brand launch of 2005 under the Brand Derby Survey conducted by Business Standard. Busiest Brands of 2005 by agency fans and The Brand Reporter. Rated amongst the Top Ten Internet Advertisers by Yahoo. Rated amongst the top ten in the Best Television Commercial Jingles by NDTV. Best New Airline of the Year Award for 2005 by Centre for Asia Pacific Aviation (CAPA) Award in the Asia-Pacific and Middle East region. Listed in the top 100 most trusted brand in The Brand Trust Report. 15
  16. 16. POLITICAL FACTORS 1) Open sky policy 2) FDI limits: 100% for Greenfield airports 74% for the existing airports 100% through special permission 49% for airlinesECONOMICAL 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 theaviation sector. 16
  17. 17. 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 examplein Bangalore the airport corporation limited.ENVIRONMENTAL FACTORS 1) The increase in the global warming. 2) The sudden and unexpected behavior of the atmosphere and thedependency 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. 17
  18. 18. 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. 18
  19. 19. 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. 19
  20. 20. STP ANALYSIS • SEGMENTATION Geographic Region Density Social Classes Income Level • TARGETING Kingfisher First  company executives Kingfisher Class  lower middle, upper middle, lower upper segment • POSITIONING Lifestyle Benefits Quality 20
  21. 21. P’s҈ PRODUCT  Fleet Size  Aircrafts  International Foray҈ PROMOTIONS  Advertisements  Magazine and Newspaper ads  Exposure at non-corporate event  Participation in International Air shows  Endorsing celebrities like  Katrina Kaif and Yana Gupta 21
  22. 22. ҈ PRICE  Dynamic pricing model - Multiple fare levels  Uniform rules  No hidden restrictions.  Pricing model - 8 different levels  Discounts provided from time to time҈ PEOPLE  Backbone of the brand  Extensive trainings  Hospitality industry and consider their customer as guests  Interpersonal skills, aptitude, and service knowledge҈ PLACE  Online Booking - www.flykingfisher.com  Online Booking - Yatra.com, MakeMyTrip.com, ezeego1.com  Credit Cards & Debit Cards Payment  SMS / Call 22
  23. 23.  Outlets in every major city and at every airport across the country҈ PHYSICAL EVIDENCE  Personal valets  Exclusive lounge space  Hi! Blitz  Gourmet cuisine  world class cabin crew  5 trendy video- Fun TV; 10 music stations - Kingfisher Radio҈ PROCESS  Booking the ticket - online booking or tele-booking or from any of the kingfisher outlet 23
  24. 24. COMPETITORS Sales Current Market 52-WeekCompany Change (%) P/E Ratio (Rs.Million) Price Cap.(Rs.Million) High/LowJet Airways (I) 127768.30 305.85 6.38 0.00 26405.26 518/167Spice Jet 28795.08 29.50 8.66 0.00 14288.32 43/15Kingfisher Airlines 62333.79 12.95 2.78 0.00 8747.08 44/13Global Vectra Helico 2315.75 9.70 -0.10 0.00 135.80 26/9Jagson Airlines 97.25 4.10 2.50 0.00 82.69 10/3MARKET SHARE 24
  25. 25. PROFIT & LOSS STATEMENT Mar11 Mar10 Mar09 Mar08 Jun07 12 Months 12 Months 12 Months 12 Months 12 MonthsINCOME:Sales Turnover 6,233.38 5,067.92 5,269.17 1,456.28 1,800.21Excise Duty 0.00 0.00 0.00 0.00 0.00NET SALES 6,233.38 5,067.92 5,269.17 1,456.28 1,800.21Other Income 0.00 0.00 0.00 0.00 0.00TOTAL INCOME 6,422.58 5,140.00 5,863.60 1,504.92 1,830.19EXPENDITURE:Manufacturing Expenses 3,466.83 2,911.81 3,715.47 1,297.51 1,597.06Material Consumed 56.69 40.89 51.19 43.79 45.94Personal Expenses 680.54 689.38 825.42 244.96 247.72Selling Expenses 659.07 687.02 683.82 85.00 17.90Administrative Expenses 426.21 418.41 546.47 110.20 154.00Expenses Capitalised 0.00 0.00 0.00 0.00 0.00Provisions Made 0.00 0.00 0.00 0.00 0.00TOTAL EXPENDITURE 5,289.34 4,747.51 5,822.36 1,781.46 2,062.61Operating Profit 944.04 320.41 -553.19 -325.17 -262.40EBITDA 1,133.24 392.49 41.24 -276.54 -232.42Depreciation 203.02 162.80 133.20 18.28 17.67Other Write-offs 38.01 54.49 38.39 18.31 26.25EBIT 892.20 175.20 -130.35 -313.13 -276.34Interest 2,340.32 2,245.59 2,029.33 434.44 466.05EBT -1,448.12 -2,070.39 -2,159.68 -747.57 -742.39Taxes -455.35 -700.00 -546.38 -494.45 3.40 25
  26. 26. Profit and Loss for the Year -992.76 -1,370.39 -1,613.30 -253.12 -745.79Non Recurring Items -107.62 -405.38 4.47 64.98 312.12Other Non Cash Adjustments 72.99 31.28 0.00 -0.9 14.09Other Adjustments 0.00 97.27 0.00 0.97 0.00REPORTED PAT -1,027.40 -1,647.22 -1,608.83 -188.14 -419.58KEY ITEMSPreference Dividend 0.00 0.00 0.00 0.00 0.00Equity Dividend 0.00 0.00 0.00 0.00 0.00Equity Dividend (%) 0.00 0.00 0.00 0.00 0.00Shares in Issue (Lakhs) 4,977.79 2,659.09 2,659.09 1,357.99 1,354.70EPS - Annualised (Rs) -20.64 -61.95 -60.50 -18.47 -30.97CASHFLOW STATEMENTParticulars Mar11 Mar10 Mar09 Mar08 Jun07Profit Before Tax -1,520.78 -2,417.92 -2,155.21 -682.59 -416.18Net Cash Flows from Operating Activity -2.23 -1,665.09 -645.78 -541.52 -552.58Net Cash Used in Investing Activity 38.05 235.13 206.63 13.82 119.48Net Cash Used in Financing Activity -81.72 1,464.55 290.11 -9.23 993.68Net Inc/Dec in Cash and Cash -45.90 34.60 -149.04 -536.93 560.57EquivalentCash and Cash Equivalent - Beginning of 206.47 171.87 320.91 817.05 256.47the YearCash and Equivalent - End of the Year 160.57 206.47 171.87 280.12 817.05 26
  27. 27. BALANCE SHEETParticulars Mar11 Mar10 Mar09 Mar08 Jun07Liabilities 12 Months 12 Months 12 Months 12 Months 12 MonthsShare Capital 1,053.83 370.39 371.02 145.89 135.47Reserves & Surplus -4,005.02 -4,268.84 -2,496.36 52.99 249.23Net Worth -2,951.19 -3,898.45 -2,125.35 198.87 384.70Secured Loans 5,184.53 4,842.43 2,622.52 592.38 716.71Unsecured Loans 1,872.55 3,080.17 3,043.04 342.00 200.00TOTAL LIABILITIES 4,105.88 4,024.15 3,540.21 1,133.26 1,301.41AssetsGross Block 2,254.26 2,048.14 1,891.80 322.33 340.77(-) Acc. Depreciation 682.37 493.62 316.29 43.55 33.74Net Block 1,571.89 1,554.51 1,575.52 278.78 307.03Capital Work in Progress. 673.35 980.60 1,630.95 346.25 357.62Investments. 0.05 0.05 0.05 0.00 0.41Inventories 187.65 164.88 147.25 48.64 61.62Sundry Debtors 440.53 322.49 229.84 27.16 35.24Cash And Bank 252.36 206.47 171.87 280.12 817.05Loans And Advances 5,380.19 4,604.31 3,640.42 832.48 149.76Total Current Assets 6,260.73 5,298.13 4,189.37 1,188.41 1,063.68Current Liabilities 4,463.86 3,908.03 3,814.63 687.31 449.15Provisions 62.11 46.77 45.55 9.52 6.94Total Current Liabilities 4,525.97 3,954.80 3,860.18 696.83 456.09NET CURRENT ASSETS 1,734.76 1,343.34 329.19 491.58 607.59Misc. Expenses 125.84 145.64 4.51 16.64 28.75TOTAL ASSETS (A+B+C+D+E) 4,105.88 4,024.15 3,540.21 1,133.26 1,301.41 27
  28. 28. FUTURE STRATEGIESMarket Penetration Can tie up with Corporate and Government Companies byProviding Unique Travel Solutions for Professional and Personal Use.Can implement programs implemented by South West Airlines topenetrate market.Product Development Seek additional distribution channels such as more tie ups and Collaboration. Collaboration with international carriers, bilateral discussions over seats and code sharing between the carriers.Market Development Special offerings for first time fliers. Try to find out new customer group such as old-retired persons.Diversification Can enter into other Transport Services like Bus Services between Major Cities and Other Services. 28
  29. 29. PROBLEM IDENTIFICATION Current Indian scenario : Air travel  For majority of people preference-No frills – low cost airlines Kingfisher competing with both the “no frills - low cost” airlines as well as those with frills.  Three unique classes of service :– o Kingfisher First (Business class) o Kingfisher Class (Premium economy) o Kingfisher Red (Low fare) 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 29
  30. 30. RECOMMENDATIONS  Needs to change brand perception  Currently perceived as Lifestyle slogan  Red color of crew :Reflects Royalty  Over dependence on brand image of Mr. Mallaya  Jet airways : Reflects professionalism  Advertisement reflecting Value for Money  Gain operational efficiencies through alliances as with Jet Airways  Leverage Upon:  New fleet, Unmatched flight service  Innovative ideas-LIVE TV with 16 channels  Air Boutique, in Kingfisher Airlines  A joint promotion, i.e. using MakeMyTrip services and flying Kingfisher Airlines.  By partnering with Kingfisher Airlines, further convenience in travel is offered at no extra cost- Added value  Fleet size expansion 30
  31. 31. SUGGESTION  Reduce the labor cost  Simplify the flight operations  Offer more transparent pricing  Get smart on fuel  The process of acquiring spice jet if complete would make kingfisher the largest player in the aviation industry  Different modes of pricing should be taken care of.CONCLUSION After doing a study of this project representing on KingfisherAirlines, I have come to a conclusion that Kingfisher Airlines is oneof the largest and most widespread airlines of the country providingits services not only in India as well as outside India also. It hasalliance with many other airlines in this sector. Kingfisher Airlines offers world class services to the customerat a nominal rate. The national carrier takes immense pride in havingsuccessfully played a pivotal role in making various facets of Indiapopular with the people of the world and acting as the country’scultural ambassador. The airline uses the services of one of theadvanced plans been operated in the world. To sum up I would like tosay that Kingfisher Airlines is serving its customer in an appreciatedway and going to be in the list of best services providers in comingyears. 31

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