7 P's, Marketing Mix, Kingfisher Airlines, Kingfisher.
• Open Sky Policy
• India’s Political environment-Tension with Pakistan, Government’s inability to control issues(Riots etc.)
• September 11-huge drop in air traffic due to safety and security concerns
• Trade relations with other countries have to be good
• High operations cost due to huge demand which resulted in laying off employees at the time of recession.
• There has been huge contribution to the Indian Economy
• Rising cost of fuel
• There has been huge investment in the aviation sector
• People from varied groups have to be catered
• Destination, kinds of foods served have to be chosen carefully
• Development of cities leads to better services and airports
• Employment opportunities
• Safety regulations
• The status symbol attached to a plane travel
• Use of internet-online ticket booking,updated flight information and handling of customers
• Restrucutring the existing airports to world class appeal.
• The growth of e-commerce and e-ticketing
• Satellite base navigation system
• Modernisation and privatization of the airports
• Developing green field airports with private sector. For example-In Bangalore, “Airport Corporation Limited”.
• The increase in global warming
• The sudden and unexpected behavior of the atmosphere and the dependency on weather
• Shortage of the infrastructural capacity
• Tourism Saturation
• FDI limits
• Airlines Acquisitions and the leasing cost.
1.1 Market Share
(Directorate General of Civil Aviation)
KINGFISHER AIRLINES was introduced by Mr.Vijay Malliya on 7th may 2005 , it was a subsidiary of united breweries holding limited. It was introduced in year 2005. That year itself kingfisher created hype in the market .it was a late entrant in aviation sector but it managed to establish a pinnacle position in its near future. Scanning through the performance of kingfisher, it attained a significant position in Indian market. Mr.Vijay Malliya, the strategist, left no stones unturned to make KINGFISHER AIRLINES a huge success.
That year itself KINGFISHER was awarded as “BEST NEW AIRLINE OF THE YEAR 2005” by center for Asia Pacific Aviation. In 2006 it was awarded as “SERVICE EXCELLENCE FOR NEW AIRLINES” by Skytrax. created brand equity for the organization over a period of 5 years i.e. it enhanced perceived benefits to the organization due to the brand name and goodwill it commanded in the market.
.Substitute services existed for airlines industry in the form of various other transport systems like transportation through roadways, railways and sea transport but it did not create any significant threat for aviation sector because of its unique characteristics like speed flexibility and time efficiency.
2.1 Strategic Alliance with Deccan
• The opportunity of having an equal right to fly overseas and
expand its presence in the subcontinent with a combined
fleet of 80 aircraft.
• Kingfisher Airlines - Air Deccan have its commonality of
fleet. With the same family of planes on both sides, there
they enjoyed a significant reduction of cost.
• They mutually took the advantages of their respective
operational Merging with Deccan and becoming single
corporate entity, Kingfisher got efficiencies
• They captured a greater business market in both top and end and cut price market in a fiercely competitive market in aviation industry.
2.2 SWOT Analysis
This P explain what range of products or services is been offered by the firm. As