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Kingfisher Airlines Launch

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  • 1. Year 2012
  • 2. How did it begin?
  • 3. Year 1915
  • 4. 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
  • 5. UB Group Business:  Beverage Alcohol  Aviation  Fertilizers  Engineering  International Trading  Infrastructure
  • 6. May 9, 2005
  • 7. Launch of Kingfisher Airlines
  • 8. Launch of Kingfisher Airlines
  • 9. Strategic alliance – Air Deccan • Increase the fleet • Increase market penetration • Getting license to operate internationally • To become India’s largest network
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. Endorsers: Skytrax Stylish, Young, Vibrant Glamorous & Go getter Fly the good tim es, Oolala Jingle Making traveling exciting Perform ance: On tim e arrival Unparallel hospitality Product: Premium Airline User: People who love to be pampered while traveling Ultimate flying experience Functional: Performance, 5 star hospitality Emotional: Warmth, Sensitive, Extravagant Relationship: Providing unforgettable flying experience Self expression: Association with Glamour, Newer Trends & Luxury Aaker’s Brand Identity
  • 14. Brand Perception Mapping Quality Price Kingfisher Jet Deccan Air India Spice Jet Go AirIndigo
  • 15. Brand Points of Parity • Travel • Speed • Punctuality • Reliability • Safety • Value for money • In-flight service • Ambience
  • 16. • First to introduce In – flight entertainment • Treating passengers as guests • Competitive pricing • First to introduce ticket booking by sms Brand Points of Difference
  • 17. 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.
  • 18. Current Objective • To be the largest airline operator by 2010 • To break –even in terms of profitability by 2008 - 2009
  • 19. • 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
  • 20. 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
  • 21. Product: Kingfisher First
  • 22. Product Little Wings Program General Cargo Services On Board Courier Services King Club Loyalty Program
  • 23. 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/-)
  • 24. Strategy: Promotions Advertising through hoardings
  • 25. Strategy: Promotions Sales promotion
  • 26. Strategy: Promotions Sales promotion
  • 27. Strategy: Promotions Owning a team
  • 28. Strategy: Promotions Event sponsorship
  • 29. 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
  • 30. 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.
  • 31. Performance Measurement Market Share 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% *Kingfisher – Deccan Merger ** Jet +Sahara Merger
  • 32. 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:
  • 33. Future of Kingfisher Year 2012
  • 34. 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
  • 35. 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
  • 36. Creating a history in Indian Aviation … A380 Headed by Siddharth Mallya… Kingfisher launches
  • 37. International & Domestic Routes ….
  • 38. Kingfisher A380 Offers …. Ultimate Flying Experience
  • 39. Promotion
  • 40. 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
  • 41. Promotion
  • 42. KingTainment for the Business Class
  • 43. Promotions - International
  • 44. 2012 – King Express Strategy – Diversification
  • 45. 2012 – King Kruise Strategy – Diversification
  • 46. This is a New Beginning ……………