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Kingfisher Airlines Launch

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    Kingfisher Airlines Launch Kingfisher Airlines Launch Presentation Transcript

      • Year 2012
    •  
    • How did it begin?
      • Year 1915
    • UB Group
      • History:
      • Founded by Scottish gentleman Thomas Leishman in 1915
      • Elected its first Indian director, Mr. Vittal Mallya in 1947
      • Kingfisher the most visible and modest brand made its entry in 1960
      • Added McDowell as a subsidiary to extend its portfolio into wine & spirits business during the 60’s
      • Mr. Vittal Mallya acquired UB Group
      • Mr. Vijay Mallya became the chairman of UB Group in 1983
    • UB Group
      • Business:
      • Beverage Alcohol
      • Aviation
      • Fertilizers
      • Engineering
      • International Trading
      • Infrastructure
      • May 9, 2005
    • Launch of Kingfisher Airlines
    • Launch of Kingfisher Airlines
    • Strategic alliance – Air Deccan
      • Increase the fleet
      • Increase market penetration
      • Getting license to operate internationally
      • To become India’s largest network
      • Vision:
      • “ The Kingfisher Airlines family will consistently deliver a safe, value-based and enjoyable travel experience to all our guests.”
      • Values:
      • Safety
      • Service
      • Happiness
      • Teamwork
      • Accountability
      Kingfisher Airlines
    • Product V/S Brand
      • Core Benefit:
      • Travel
      • Generic Product:
      • Speed
      • Punctuality
      • Reliability
      • Safety
      • Value for money
      • Hospitality
      • Expected Product:
      • In flight customer service
      • Ambience
      • Good gourmet
      • Comfortable seats
    • Product V/S Brand
      • Augmented Product:
      • King Club
      • Limouzine service
      • Take aways
      • In flight entertainment
      • Customer loyalty programmes
      • - Fly Emirates with King Miles
      • - 5 Star Celebrations – Win Prizes worth 5 Crores
      • Corporate Travel - discounts
      • Potential Product:
      • A380 Aircraft
      • International flights
      • Kingfisher lounges at Airports
      • Multi cuisine gourmet
    • Aaker’s Brand Identity Ultimate flying experience Endorsers: Skytrax Stylish, Young, Vibrant Glamorous & Go getter Fly the good times, Oolala Jingle Making traveling exciting Performance: On time arrival Unparallel hospitality Product: Premium Airline User: People who love to be pampered while traveling Functional: Performance, 5 star hospitality Emotional: Warmth, Sensitive, Extravagant Relationship: Providing unforgettable flying experience Self expression: Association with Glamour, Newer Trends & Luxury
    • Brand Perception Mapping Quality Price Kingfisher Jet Deccan Air India Spice Jet Go Air Indigo
    • Brand Points of Parity
      • Travel
      • Speed
      • Punctuality
      • Reliability
      • Safety
      • Value for money
      • In-flight service
      • Ambience
      • First to introduce In – flight entertainment
      • Treating passengers as guests
      • Competitive pricing
      • First to introduce ticket booking by sms
      Brand Points of Difference
    • Brand image / Identity Kingfisher Bird: With the launch of Kingfisher Airlines the bird in the logo spread its wings. Red color: Red color stands for vibrance, celebrations and glamour.
    • Current Objective
      • To be the largest airline operator by 2010
      • To break –even in terms of profitability by 2008 - 2009
      • Increase penetration in the Indian market by
      • linking metros and business oriented semi –metros
      • (Hyderabad – Vijay Wada / Mumbai – Vadodara)
      • Build customer loyalty by offering customization
      • Aggressive promotion of brand ‘Kingfisher airlines’
      • through different mediums.
      Current Strategy
    • Strategy: Product
      • Brand new fleet of Airbus A320s and ATRs
      • Flying to key destinations across the country
      • Vibrant and warm ambience
      • In flight entertainment – personalized TV screens to all
      • passengers.
      • Well- groomed crew members treating passengers as ‘guests’
      • Finest cuisine with variety
      • On time arrivals
      • Customer loyalty programmes
      ULTIMATE FLYING EXPERIENCE
    • Product: Kingfisher First
    • Product Little Wings Program General Cargo Services On Board Courier Services King Club Loyalty Program
    • Strategy: Price
      • Kingfisher and Air Deccan have strategized a
      • route rationalization process
      • Kingfisher - Corporate and Premium segment
      • Deccan – Price conscious mass market
      • Kingfisher First Advantage Coupons (6, 8, 12 coupons)
      • King Saver Personal Coupon (8 tickets for Rs. 72,200/-)
    • Strategy: Promotions Advertising through hoardings
    • Strategy: Promotions Sales promotion
    • Strategy: Promotions Sales promotion
    • Strategy: Promotions Owning a team
    • Strategy: Promotions Event sponsorship
    • Strategy: Place Kingfisher-Air Deccan group is the largest domestic airline with a fleet of 71 aircraft including 41 Airbus and 30 ATR aircrafts. 537 daily flights covering the single largest network in India connecting 69 cities
      • Flight bookings:
      • Book in person
      • Travel agents
      • Online
      • India’s first ‘flybuysms’ service
    • Performance Measurement
      • Sales analysis
      Kingfisher, now in its third year of operation, will break even in 2008-09 The carrier had started operations with four aircraft in May ‘05 and generated an income of Rs 438 Crore during the year ended March ‘06.
    • Performance Measurement
      • Market Share
      *Kingfisher – Deccan Merger ** Jet +Sahara Merger Airline 2005 2007 Jet Airways 30% 31% Kingfisher Airlines 15% 32%* Indian Airlines 19% 22% Indigo 8% 1% Go Airlines 4% 3% SpiceJet 9% 7%
    • Performance Measurement
      • "NDTV Profit Business Leadership Award for Aviation“
      • "Brand Leadership Award“
      • Economic Times Avaya Award 2006 for Excellence in “Customer Responsiveness”
      • "India's No. 1 Airline in customer satisfaction“
      • "Rated amongst India's most respected companies“
      • Rated amongst India’s 25 Innovative Companies ‘The Best Airline” and “India’s Favourite Carrier”
      • “ Best New Domestic Airline for Excellent Services and Cuisine”
      • “ Service Excellence for a New Airline”
      • “ Ranked Third in the survey on India’s Most Successful Brand launch of 2005”
      • “ Buzziest Brands of 2005”
      • Best New Airline of the Year”
      • Rated amongst Top Ten Internet Advertisers
      • Rated amongst the top ten in the Best Television Commercial Jingles
      Awards & Accolades:
      • Future of Kingfisher
      • Year 2012
    • Background
      • No 1 airlines in India with Market share of 60 %
      • International operations has started
      • Taking on best airlines in the world Singapore airlines and
      • Cathay Pacific
      • Induction of A380
      • Diversification of Kingfisher to other avenues
    • Core Strategy …. Future
      • Increase penetration in International market
      • Build a core customer base of International guests
      • Provide travel solution package to tourists/ businessmen/ investors from abroad
      • Consolidate and increase MS% in India by venturing into other travel solutions
    • Creating a history in Indian Aviation … A380 Headed by Siddharth Mallya… Kingfisher launches
    • International & Domestic Routes ….
    • Kingfisher A380 Offers …. Ultimate Flying Experience
    • Promotion
    • Email and SMS alerts to customers before and after flying Kingfisher. Alerts also to family members or office on the location of the aircraft, arrivals and departures. Promotion
    • Promotion
    • KingTainment for the Business Class
    • Promotions - International
    • 2012 – King Express Strategy – Diversification
    • 2012 – King Kruise Strategy – Diversification
    • This is a New Beginning ……………
    •