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Kingfisher Airlines Launch
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.
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Kingfisher Airlines Launch
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- 3. How did itbegin?
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- 5. UB Group History: Foundedby 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: BeverageAlcohol Aviation Fertilizers Engineering International Trading Infrastructure
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- 8. Launch of KingfisherAirlines
- 9. Launch of KingfisherAirlines
- 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 Airlinesfamily 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 CoreBenefit: • 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 AugmentedProduct: • 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 AirIndia Spice Jet Go AirIndigo
- 16. Brand Points ofParity • Travel • Speed • Punctuality • Reliability • Safety • Value for money • In-flight service • Ambience
- 17. • First tointroduce 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 • Tobe the largest airline operator by 2010 • To break –even in terms of profitability by 2008 - 2009
- 20. • Increase penetrationin 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 • Brandnew 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
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- 23. Product Little Wings Program GeneralCargo Services On Board Courier Services King Club Loyalty Program
- 24. Strategy: Price • Kingfisherand 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/-)
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- 30. Strategy: Place Kingfisher-Air Deccangroup 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 Airline2005 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 "NDTVProfit 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:
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- 35. Background • No 1airlines 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 historyin Indian Aviation … A380 Headed by Siddharth Mallya… Kingfisher launches
- 38. International & DomesticRoutes ….
- 39. Kingfisher A380 Offers…. Ultimate Flying Experience
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- 41. Email and SMSalerts to customers before and after flying Kingfisher. Alerts also to family members or office on the location of the aircraft, arrivals and departures. Promotion
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- 43. KingTainment for theBusiness Class
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- 45. 2012 – KingExpress Strategy – Diversification
- 46. 2012 – KingKruise Strategy – Diversification
- 47. This is aNew Beginning ……………