INTRODUCTION & HISTORY
• Kingfisher Airline is a private airline based
in Bangalore, India. The airlines owned by
Vijay Mallya of United Beverages Group.
• Kingfisher Airlines started its operations on
May 9, 2005 with a fleet of 4 Airbus A320
• Kingfisher Airlines is a subsidiary of the
UB Group, one of the largest beverage
companies in the world .
• The destinations covered by Kingfisher
Bangalore, Mumbai, Delhi, Goa, Chennai,
Hyderabad, Ahmedabad, Cochin, Guwahati
, Kolkata, Pune, Agartala, Dibrugarh, Mang
alore and Jaipur.
VISSION & MISSION
• Vision –
“The KFA family will
continually deliver a
safe, value based and
enjoyable travel experience
to all our guests.”
• "Kingfisher Airlines will
have 'Fly the Good Times'
approach and this will
reflect in the experience
we will offer to
LOCATION OF THE COMPANY-HO
• King fisher airlines limited
was an airlines group based
• Its head office is in andheri
• Its registered office in UB city
BOARD OF DIRECTORS AND KEY PEOPLE
BOARD OF DIRECTORS
Dr. Vijay Mallya, Chairman & Managing Director
Mr. Subhash R. Gupte, Vice Chairman
Mr. A. K. Ravi Nedungadi
Mr. Manmohan Singh Kapur
CHIEF EXECUTIVE OFFICER
Mr. Sanjay Aggarwal
PRESIDENT & CFO - THE UB GROUP
Mr. A. K. Ravi Nedungadi.
Overall company performance highlights: FY12
Total revenue of Rs. 5,715 Cr (-11.8% vs. FY11)
Passenger revenue declined by 11.8% over FY11
EBITDA loss of Rs. 855 Cr vs. profit of Rs. 140 Cr in FY11 (a decline of Rs. 995 Cr
EBITDAR profit of Rs. 13 Cr vs. profit of Rs. 1,124 Cr in FY11)
Total RASK (revenue per available seat kilometers)declined to Rs. 3.72 from Rs.
4.01 in FY11 (-7%)
Passenger RASK declined by 8% over FY11 (Rs. 3.48 to Rs. 3.20)
Ex-fuel EBITDAR CASK(cost avialble seat per kilometer) reduced to Rs. 1.79 from
in FY11 (-7%)
CASK (EBITDA) increased by 9% over FY11 (Rs. 4.28 from Rs. 3.93) (Earnings
before interest, taxes, depreciation and amortization)
AWARDS AND ACHIEVEMENTS
„Best Airline in India and Central Asia‟, „Best Economy Class Seats‟ and „Staff
Service Excellence Award for airlines in India and Central Asia‟ in World Airline Awards,2010
'5-STAR AIRLINE' award by Skytrax for 3rd consecutive year, 2010
'IndIa’s Favourite Airline' in HT MARS Consumer Satisfaction Survey
, 2009(hindhustan times)
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.
Kingfisher Airlines has received three global awards at the SKYTRAX
World Airline Awards
rated India's "Second Buzziest Brand 2008" by agfaqs! and The Brand
NDTV Profit Business Leadership Award for Aviation"
awarded to Kingfisher Airlines by NDTV twice in two years
Economic Times Avaya Award 2006 for Excellence in "Customer
"India's only 5 Star airline", rated by Skytrax and "6th airline in the world"
NDTV Profit Business Leadership Award for Aviation"
ranked amongst India's "Top Service Brands of 2008"
in a ranking by Pitch magazine
MAKET SHARE WAS 28%
MARKET SHARE WAS 3.44%
25% higher than jet
Airways and Indian
Permission to fly to
Permission to fly to
Both ends of
Both ends of
Lower end of
Lowest fares and no
INTIAL PUBLIC OFFERINGS
Open sky policy ( INCRESE IN FUEL PRICE)
• FDI limits: 100% for Greenfield airports
74% for the existing airports
100% through special permission
49% for airlines
(Foreign direct investments)
Contribution to the Indian economy.
Rising cost of fuel.
Investment in the sector of aviation.
The growth of the middle income group
family affects the aviation sector.
Development of cities leads to better services and airports.
The status symbol attached to a plane travel.
The growth of e-commerce and e-ticketing.
Satellite based navigation system.
Modernisation and privatisation of the airports.
Developing green field airports with private sector for example in Bangalore the
airport corporation limited.
The sudden and unexpected behavior of the atmosphere and the
dependency on whether
Strong brand value and reputation in the minds of the consumer.
UB group as the parent company.
Quality service and innovation.
More than 80 destinations.
Less than 100 people (employees) per aircraft.
High maintenance cost at ground and airline.
High ticket pricing (KF First & Class).
Tough competition from Indian as well as international players.
If able to survive for a couple of years, then can have a big
Expanding tourism business.
Reputation of providing the best Quality & Services in Indian
Growth in air travel, with businesses and markets doing better.
Rising Fuel Costs.
Rising Labour Costs.
Other low cost airlines providing better services.
Government initiatives in railways with fast running trains
Food on board
Frequent flier programs
Class of travel
Date of travel
Day of travel
“Vijay Mallya” himself is a brand and the brand “Kingfisher”
has also established a remarkable standing in the market
Kingfisher has a wide distribution channel that gives easy
access to it‟s customers
Tickets can be booked through various channels
Tour Operator/ Travel Agency (Clear trip, make my trip.com
Affiliated with companies
Direct through home leased system
Kingfisher has a plush corporate office
in Andheri, well equipped with trained
employees & has a spread of offices
advertisements & publicity
NDTV good times
King fisher calendar
Media & Press Releases
• At Kingfisher Airlines, „people‟ are the most important „p‟
• People provide most services that is the selection, training, and motivation of
• The airhostesses at Kingfisher come in contact with the customers in the process of
providing the service, while the cock-pit crew are employees who contribute to the
service product but do not come in direct contact with the customers.
• Dr. Mallya handpicks the air hostesses for his Airlines as they is expected to possess
a pleasing personality with polite service handling
• Whereas the cock pit crew at Kingfisher Airlines require to possess high analytical and
• Also at Kingfisher, there is the ancillary service personnel, the travel agent who plays a
very important role in creating the service exchange but is not a part of the service.
• At Kingfisher Airlines, the front line staff play a critical role in ensuring that the service
is delivered to the customers as promised
The process of Kingfisher airlines‟ service lays emphasis on the
involvement of channels, front line staff, travel agency offices, offices of the
tour operators or so form where the services flow & reach to the ultimate users.
The process begins at the time of reservation goes on to the
confirmation of seats. For e.g.: Computer reservation system of
Kingfisher Airlines enables any reservation request from anywhere in the
world to be auctioned in minutes. The reservation facility is accessible through
all-major computerized reservation system of the world.
By giving details of where to book and how to book Kingfisher airlines
help in providing quality services to the customers.
They also offer concession, by not charging any cancellation charges and also
giving them the option to make a change in the reservation status if they request.
All these facilities go a long way in increasing passenger convenience.
• Physical Evidence refers to the environment in which the service is
delivered and where the service industry and customer interact.
• At Kingfisher Airlines, the aircraft by itself, the seating configuration which is
meant to be comfortable and spacious, and the in-flight food provided would
make up the physical evidence in this service.
• Boeing & Airbus are the 2 best commercial aircraft makers and almost all
airline industries make use of one of these airlines. The seating is such
that it is comfortable and there is enough leg space.
• The in-flight food is another, important aspect, a wide selection of meals is
offered to the passengers. Passengers are requested to indicate
their reference at the time of reservation itself. Kingfisher Airlines has
introduced new sleeper seats with electric controls for reclining lumbar
support, leg rest extension, expanded seat back height for a more
insulated environment, thus providing highly comfortable seating.
• The ROI is low for kingfisher airlines.
(ROI = Profit / Capital Employed)
• Being a private carrier it has potential to improve on its
margins with effective cost reduction policies.
• The strategy of Vijay Mallya is that he uses Kingfisher
Airlines to popularize his beer “Kingfisher” thus helping him to
leverage his brand name to a win-win situation in both his