UB Group was founded in 1915 in India and over time diversified into various industries including beverages, aviation, fertilizers, and infrastructure. In 2005, UB Group launched Kingfisher Airlines with a vision of consistently delivering a safe and enjoyable travel experience. Kingfisher aimed to become India's largest airline network by increasing its fleet and market penetration. It pursued a strategy of offering premium service and hospitality while maintaining competitive prices. By 2012, Kingfisher had become the largest airline in India with over 60% market share through international expansion and launching new travel solutions under the Kingfisher brand.

1. Year 2012

3. How did it begin?

4. Year 1915

5. 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

6. UB Group
Business:
 Beverage Alcohol
 Aviation
 Fertilizers
 Engineering
 International Trading
 Infrastructure

7. May 9, 2005

8. Launch of Kingfisher Airlines

9. Launch of Kingfisher Airlines

10. Strategic alliance – Air Deccan
• Increase the fleet
• Increase market penetration
• Getting license to operate internationally
• To become India’s largest network

11. 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

12. 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

13. 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

14. 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

15. Brand Perception Mapping
Quality
Price
Kingfisher
Jet
Deccan
Air India
Spice Jet
Go AirIndigo

16. Brand Points of Parity
• Travel
• Speed
• Punctuality
• Reliability
• Safety
• Value for money
• In-flight service
• Ambience

17. • First to introduce In – flight entertainment
• Treating passengers as guests
• Competitive pricing
• First to introduce ticket booking by sms
Brand Points of Difference

18. 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.

19. Current Objective
• To be the largest airline operator by 2010
• To break –even in terms of profitability by 2008 - 2009

20. • 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

21. 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

22. Product: Kingfisher First

23. Product
Little Wings Program
General Cargo Services
On Board Courier Services
King Club Loyalty Program

24. 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/-)

25. Strategy: Promotions
Advertising through hoardings

26. Strategy: Promotions
Sales promotion

27. Strategy: Promotions
Sales promotion

28. Strategy: Promotions
Owning a team

29. Strategy: Promotions
Event sponsorship

30. 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

31. 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.

32. 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

33. 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:

34. Future of Kingfisher
Year 2012

35. 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

36. 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

37. Creating a history in
Indian Aviation …
A380
Headed by Siddharth Mallya…
Kingfisher launches

38. International & Domestic Routes ….

39. Kingfisher A380 Offers …. Ultimate Flying Experience

40. Promotion

41. 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

42. Promotion

43. KingTainment for the Business Class

44. Promotions - International

45. 2012 – King Express
Strategy – Diversification

46. 2012 – King Kruise
Strategy – Diversification

47. This is a New Beginning ……………