Source: Wikipedia  Data as up to Oct, 2007
Star Air Paramount Airways Kingfisher Indus Air Go Air Air Sahara Magic Air Spicejet Jet Airways East West Indigo Indian A...
COMPARATIVE STUDY OF MARKETING STRATEGIES
CRITERIA OF COMPARISION <ul><li>1. PACKAGES </li></ul><ul><li>2. PROMOTION </li></ul><ul><li>3. CUSTOMER RELATIONSHIP  </l...
KINGFISHER…   fly the good times <ul><li>Launched in May 2005 </li></ul><ul><li>Positioned as a ‘Funliner’ ,the brand equi...
<ul><li>Full Service at True Value  </li></ul><ul><li>Modeled after the US carrier JetBlue </li></ul><ul><li>Low-cost oper...
INDIAN AIRLINES <ul><li>SET UP BY J.R.D.TATA </li></ul><ul><li>NATIONALISED IN 1953 </li></ul><ul><li>NATIONAL FLAG CARRIE...
COMPARISION: PACKAGES   KINGFISHER  INDIAN <ul><li>A single passenger class  </li></ul><ul><li>Catering service- CCD (Indi...
<ul><li>Technology driven(1 st  to introduce A380) </li></ul><ul><li>USP- youth oriented </li></ul><ul><li>Less routing, A...
Promotional strategies <ul><li>Frequent flyer program </li></ul><ul><li>King miles- King red tier, King silver tier, King ...
Promotional Strategies <ul><li>King miles accquired even on operations of continental airlines, air france, KLM, Northwest...
Customer Relationship Management <ul><li>King Club Miles and Tiers   </li></ul><ul><li>The King Club membership comprises ...
<ul><li>Customer Relationship Management ?? </li></ul>
CUSTOMER FEEDBACK &quot;No doubt, Kingfisher Airlines is a prestigious possession of India and unparalleled in the world.&...
BEST CRM PRACTICE…. <ul><li>The best CRM practice according to us is the “miles” that Kingfisher provides not only on flyi...
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Mm1 07 Presg08 25 July 07

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Mm1 07 Presg08 25 July 07

  1. 1. Source: Wikipedia Data as up to Oct, 2007
  2. 2. Star Air Paramount Airways Kingfisher Indus Air Go Air Air Sahara Magic Air Spicejet Jet Airways East West Indigo Indian Air One Air Deccan Air India Start-up Airlines Low Cost Carriers Full Cost Carriers
  3. 3. COMPARATIVE STUDY OF MARKETING STRATEGIES
  4. 4. CRITERIA OF COMPARISION <ul><li>1. PACKAGES </li></ul><ul><li>2. PROMOTION </li></ul><ul><li>3. CUSTOMER RELATIONSHIP </li></ul><ul><li>MANAGEMENT </li></ul>
  5. 5. KINGFISHER… fly the good times <ul><li>Launched in May 2005 </li></ul><ul><li>Positioned as a ‘Funliner’ ,the brand equity of the mother brand has been enhanced by this extension </li></ul><ul><li>Concentrated on the experience of Flying </li></ul>
  6. 6. <ul><li>Full Service at True Value </li></ul><ul><li>Modeled after the US carrier JetBlue </li></ul><ul><li>Low-cost operation but the aircraft will have </li></ul><ul><li>frills </li></ul><ul><li>One single Kingfisher Class for all </li></ul>
  7. 7. INDIAN AIRLINES <ul><li>SET UP BY J.R.D.TATA </li></ul><ul><li>NATIONALISED IN 1953 </li></ul><ul><li>NATIONAL FLAG CARRIER </li></ul><ul><li>44 WORLDWIDE DESTINATIONS </li></ul><ul><li>PROFITABLE IN MOST YEARS SINCE IT’S INCEPTION </li></ul>
  8. 8. COMPARISION: PACKAGES KINGFISHER INDIAN <ul><li>A single passenger class </li></ul><ul><li>Catering service- CCD (Indian + multi cuisine) </li></ul><ul><li>Covers 29 destinations domestically </li></ul><ul><li>Consists of several classes </li></ul><ul><li>Catering services-Taj Group </li></ul><ul><li>Covers 54 destinations within India </li></ul>
  9. 9. <ul><li>Technology driven(1 st to introduce A380) </li></ul><ul><li>USP- youth oriented </li></ul><ul><li>Less routing, Air deccan- less routing, more flights </li></ul><ul><li>Luxury aircraft- craft is accesorised </li></ul><ul><li>Strategy – acqusition & retension of customer base </li></ul><ul><li>Technology is obsolete </li></ul><ul><li>USP – family oriented </li></ul><ul><li>Less routing, but alliance air-more routing & less flights </li></ul><ul><li>Ordinary aircraft- not accesorised at all </li></ul><ul><li>Strategy – growth of customer base </li></ul>
  10. 10. Promotional strategies <ul><li>Frequent flyer program </li></ul><ul><li>King miles- King red tier, King silver tier, King gold tier </li></ul><ul><li>Partenership with Continental airlines – india to usa </li></ul><ul><li>Corporate Super Saver </li></ul><ul><li>Super saver utsav plus </li></ul><ul><li>Indian Family Fares </li></ul><ul><li>Super Saver Tickets - Validity Extension </li></ul>
  11. 11. Promotional Strategies <ul><li>King miles accquired even on operations of continental airlines, air france, KLM, Northwest airlines </li></ul><ul><li>Economy Premium Fares for travel in Executive Class </li></ul><ul><li>'Low Last Minute Fares' </li></ul>
  12. 12. Customer Relationship Management <ul><li>King Club Miles and Tiers </li></ul><ul><li>The King Club membership comprises 3 </li></ul><ul><li>Royal tiers – </li></ul><ul><li>RED </li></ul><ul><li>SILVER </li></ul><ul><li>GOLD. </li></ul><ul><li>B ased on these tiers some extra miles are provided. </li></ul>
  13. 13. <ul><li>Customer Relationship Management ?? </li></ul>
  14. 14. CUSTOMER FEEDBACK &quot;No doubt, Kingfisher Airlines is a prestigious possession of India and unparalleled in the world.&quot; I really enjoyed the international class comfort provided for the first time in the Indian skies such as personalized video screens, wider seats, adjustable headrests, world class cabin crew, the designer interiors, taking care of my needs immediately, etc. It is really amazing and fascinating … As soon as I got into my seat, I felt as if I was relaxing in the comfort of my home. Right from the moment I got my e-ticket in hand, I noticed two common elements about your airline – aesthetic beauty and consistency in look and feel (Red & White colours). Right from the boarding pass till the aircraft seat, including the flight attendants’ uniforms, everything was in red & white. As an Indian, I am proud to say that Kingfisher Airlines is re-defining the skies over India. No doubt, Kingfisher Airlines is a prestigious possession of India and unparalleled in the world.
  15. 15. BEST CRM PRACTICE…. <ul><li>The best CRM practice according to us is the “miles” that Kingfisher provides not only on flying with Kingfisher but with any other INTERNATIONAL airlines that has a tie-up with Kingfisher airlines. </li></ul>
  16. 16. Thank you

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