Kingfisher Airlines is an Indian airline based in Bangalore that was founded in 2005. It was owned by Vijay Mallya's UB Group and aimed to be a premium airline in India. Kingfisher Airlines grew rapidly in its early years but began experiencing financial difficulties in 2011 due to increased competition and rising costs. By 2012, the airline had amassed significant debts and was losing money on every flight. Kingfisher Airlines would eventually cease all operations in 2013 due to its inability to pay salaries and other costs.

1. COMPANY FACTS PRESENTAION
ON
KINGFISHER
AIRLINES

2. LOGO OF THE COMPANY

3. 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
aircrafts.
• Kingfisher Airlines is a subsidiary of the
UB Group, one of the largest beverage
companies in the world .
• The destinations covered by Kingfisher
Airlines are
Bangalore, Mumbai, Delhi, Goa, Chennai,
Hyderabad, Ahmedabad, Cochin, Guwahati
, Kolkata, Pune, Agartala, Dibrugarh, Mang
alore and Jaipur.

4. 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
passengers.“

5. LOCATION OF THE COMPANY-HO
• King fisher airlines limited
was an airlines group based
in india.
• Its head office is in andheri
,mumbai.
• Its registered office in UB city
Bangalore.

6. Company structure

7. 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.

8. OPERATIONAL PERFORMANCE
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
over FY11)
 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
Rs. 1.92
in FY11 (-7%)
 CASK (EBITDA) increased by 9% over FY11 (Rs. 4.28 from Rs. 3.93) (Earnings
before interest, taxes, depreciation and amortization)

9. 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.

10.  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
Reporter
 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
Responsiveness"
 "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

11. FINACIAL POSITION
BEFORE CRISIS
MAKET SHARE WAS 28%
AFTER CRISIS
MARKET SHARE WAS 3.44%

12. SHARE HOLDERS

13. PROFIT AND LOSS STATEMENTS

14. BALANCE SHEET
10000
7651.81
8000
6000
4000
5868.07
4734.62
5822.37 4747.51
6314.96
5823.91
5289.34
INCOME
EXPENDITURE
PROFIT
2000 1569.9
1781.46
0
FY 08
FY 09
FY 10
FT 11
FY 12
-1027.4
-2000
-188.14 -1608.83 -1647.22
-2328.01
-4000

15. COMPETITORS
ATTRIBUTES
KINGFISHER
JET AIRWAYS
SPICE JET
Price
25% higher than jet
Airways and Indian
Lower than
Kingfisher airlines
Extremely low
Permission to fly to
US
NO
YES
NA
Permission to fly to
UK
YES
YES
NA
IPO
Floated
Floated
Floated
Targeted Customer
Both ends of
customer
Both ends of
customer
Lower end of
customers
Positioning
Premium Domestic
Segment
Premium Domestic
Segment and
international
Segment
Lowest fares and no
frills
INTIAL PUBLIC OFFERINGS

16. PESTLE ANALYSIS
 POLITICAL FACTORS
•
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)

17.  ECONOMICAL FACTORS
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.
 SOCIAL FACTORS
Development of cities leads to better services and airports.
Employment opportunities.
Safety regulations.
The status symbol attached to a plane travel.
 TECHNOLOGICAL FACTORS
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.
 ENVIRONMENTAL FACTORS
The sudden and unexpected behavior of the atmosphere and the
dependency on whether
 LEGAL FACTORS
FDI limits

18. Swot Analysis
Strength
Weakness
 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.
 Heavy Debt.

19. Swot Analysis
OPPORTUNITIES
Threat
 If able to survive for a couple of years, then can have a big
market share.
 Expanding tourism business.
 Reputation of providing the best Quality & Services in Indian
skies.
 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
like Duronto.
 Economic slowdown.

20. P‟s
PRODUCT
 PRICE
 PLACE
 PROMOTION
 PEOPLE
 PROCESS
 PHYSICAL EVIDENCE


21. Product
1. Core
Transportation
2 Supplementary
Check in
Food on board
Connecting flight
Complementary gifts
In-flight entertainment
Frequent flier programs
In-Flight entertainment

22. Price
Based on
Class of travel
Load factors
Date of travel
Day of travel
Profit margins
Competitors pricing

23. PLACE
“Vijay Mallya” himself is a brand and the brand “Kingfisher”
has also established a remarkable standing in the market
place
Kingfisher has a wide distribution channel that gives easy
access to it‟s customers
Tickets can be booked through various channels
Consolidation
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
across India

24. Promotion:
advertisements & publicity
Hoardings
NDTV good times
Brand ambassador
Tag line
King fisher calendar
Media & Press Releases

25. PEOPLE
• At Kingfisher Airlines, „people‟ are the most important „p‟
• People provide most services that is the selection, training, and motivation of
employees
• 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
technical skills
• 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

26. PROCESS
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.

27. PHYSICAL EVIDENCE
• 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.

28. Conclusion
• 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
businesses .

29. THANKU……………………..
QUERIES ?