Marketing

1. Presentation on Marketing Management
KINGFISHER AIRLINES
Name: Spandan N. Patil
BVIOM 1st Year (Sem II)
Roll No: 73

2. Content flow
About the Company
Fleet
Marketing Strategies
SWOT Analysis
Reasons for Crises
Possible Solutions
Conclusion

3. About The Company
• Established in 2003 and commercial
operations
• Started in 2005
• International operations started in 2008
• Head office in Mumbai Vijay Mallya was the
Chairman & CMD
• 400 daily flights
• Five star rating from Skytrax

4. Fleet

5. Marketing Strategies
Domestic
•Kingfisher First
•Kingfisher Class
•Kingfisher Red
International
•Kingfisher First
•Kingfisher Class
King club
Kingfisher Xpress
Kingfisher lounge

6. In-flight Entertainment
 TV in flight
 Full course meals
 Kingfisher radio
 Personal television
 Headphones
 Alcoholic beverages
 Seat massagers
Marketing Strategies

7. Brand
value
UB is a parent
company
Reputation in the
minds of customers
Quality service
More than 80 destinations
SWOT Analysis – Strength

8. High maintenance cost
Unable to generate expected
return on investment
Heavy debt
High ticket price
Over spending
of funds
No own
aircraft
SWOT Analysis – Weakness

9. One of the
fastest
growing
aviation
0.05%people
are flying out
of 1.2 billion
Middle class
families are
choosing
travel by air
Higher
disposable
income of
customer
Expanding
tourism
Large
number of
domestic
untapped
routes
SWOT Analysis – Opportunities

10. Competitors
Operational
costs of aircraft
Government
policies
Threats from
other modes of
transportation
SWOT Analysis – Threats

11. • Bank accounts frozen by Income Tax depot
• Failed to study business model of low cost carrier
• Unable to pay the aircraft lease rentals
• It was declared as national big NPA by bank consortium
• Indians are cost conscious rather than brand
• More turn around time
• 2000 Job cuts
Reasons for Crises

12. • Operational costs
• Lower ticket prices
• Charging low fare & operating in prime routes
• Employee strike
• Cancelations of flights
• Losses since starting of the business
• Acquiring of Air Deccan
Reasons for Crises

13. • Bharat petroleum corporation filed a case for
non payment (250cr)
• The domestic airlines are projected to a
combined loss of $2.5bn in fiscal Year 2011-12
• Travel agents advising travellers to consider
options other than KFA
• Bank consortium rejected airline plea for
additional funding
Reasons for Crises

14. Remove the flights from low
frequency routes
Avoid full course meals, give snacks
Try to focus on smaller air crafts and
fuel efficient planes for short distances
Meet the aspiration of employees
Meet the expectations of its customers
Avoid aggressive expansion of fleet
Possible Solutions

15. KFA should have avoided
flying aircraft to metro and
should have taken
advantages of uncommon
routes
KFA was a 5 star airline then
there was no reason to
operate on two different
business models at same
time
It could have restructured it's
strategy
Possible Solutions

16. Conclusion
KFA was one of the largest and most wide spread
airline of the country provided it's services not only in
India as well as outside of India also. Due to lack of
management and financial crisis Kingfisher Airline was
permanently closed it's counter on 15 Feb 2012

17. THANK YOU
“The secret of getting ahead is getting started."
- Mark Twain