Kingfisher airline

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KINGFISHER AIRLINES
Prepared By Sumit Vishal Yuan kunal
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KINGFISHER AIRLINES

• kingfisher airline started its operation on 9th
  may 2005
• A major Indian airline based in Mumbai.
• Kingfisher Airline is one of the only seven
  Airlines awarded 5 star rating by Skytrax.
• In may 2009 Kingfisher Airlines Carried more than
  1 million passengers.
• Total connection of 70 cities and 7 international
  destinations. Flying over 350 flights a day.
• Current fleet size of 67 aircrafts and market
  share of 20.8
• Recognized as one of the India s most respected
  companies in 2006.
• India s only five star airline.

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services

• Domestic
• Kingfisher first
• Kingfisher class
• Kingfisher red
• International
• Kingfisher first
• Kingfisher class
• Kingfisher red
• Kingfisher Lounge.

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Finance strategy

• Key initiative to enhance performance.
• New frequent flyer program launch with unique
  feature non air rewards , family club etc.
• Improve internet booking engine.
• Stringent actions planned and undertaken to keep
  cost under control.
• Redelivery of non-operational aircraft.
• Reduced engineering cost by 10-15 by induction
  of new key vendors.
• Fuel monitoring system reduction in fuel
  consumptions
• Control on overheads ,e.g. optimized offices and
  warehouse spaces.

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HR strategy

• Non poaching alliance with Air Deccan
• Flying models selection procedure through
  national level model contest.
• Hand picked staff by Mr. Vijay malya.
• Bank on buddy programme.
• HR connect magazine .

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4 p s

• PRODUCT
• Domestic and international air journeys
• Airbus A-320 , A-319-100 and ATC 72, ATR 72-500
  and ATR 42-500
• Merger with Air Deccan KINGFISHER RED
• Kingfisher Elite.
• PRICE
• Target higher income group
• SEC A-1 , A-2 , B-1.
• Business class.

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PLACE NETWORKING

• Wide network major focus metro cities.
• Flight bookings.
• Book in person
• Travel agents
• Online
• India s first Fly by SMS services.

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Promotion strategy

• Personal selling
• Travel agency
• Offers
• Frontline staff
• King club
• Brand Ambassador
• Hoardings
• Personal feedback

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people

• Special luxurious services.
• Inflight entertainment
• System on every seats
• Kingfisher Elite
• Custom design Luxurious interiors.
• State of the art technology features
• Exclusive check-In counters.
• Experienced and highly trained professional crew.
• Special Assistance
• Guest with disabilities and reduced mobility
• Unaccompanied minors
• Expectant mothers and infant
• Other special needs , wheelchair /stretcher.
• Special meals

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Strategic overview.

• KFA started its customer as GUEST rather then
  passengers.
• Appealing promotional line FLY THE GOOD TIMES
  and it reflected in the experience company
  offered to its passengers
• KFA gave best services to its customers like
  providing world class interiors and in-flight
  entertainment systems
• KFA came up with only one class airlines
• KFA created new category of Aviation hospitality
  thus making service and hospitality main focus.

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Swot analysis

• STRENGTH
• Strong brand value and reputation
• Regional connectivity
• Efficient staff
• Capitalization
• Visionor
• Quality and continuous innovation
• WEAKNESSES
• Indian psychology
• Infrastructure constrains.
• Facing tough competition from competitors.

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• OPPORTUNITIES
• Expected huge investments
• Expanding tourism industry
• The non-penetrated domestic market
• Un-tapped air cargo market.
• THREATS
• Competitors
• Fuel price hike
• Economic shutdown.

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Kingfisher airlines (factors)

• POLITICAL FACTORS.
• Open sky policies
• FDI limits 100 for green field airport
• 74 for existing airport
• 100 through special permission
• 49 for airlines
• ECONOMICAL FACTORS
• Contribution to Indian economy.
• Rising cost of fuel
• Investment in sector of aviation
• The growth of middle income group affect the
  aviation sectors

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• SOCIAL FACTORS
• Development of cities leads to better services
  and airports
• Employment opportunities
• Safety regulation
• The status symbol attached to air travel
• TECHNOLOGICAL FACTORS
• The growth of e-commerce and e-ticketing
• Satellite based navigation system.
• Modernization and privatization in airport
• Development of green field airport with private
  sectors e.g Bangalore airport corporation
  limited.

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• ENVIRONMENTAL FACTORS
• The increase in global warming
• The sudden and unexpected behavior of
  atmosphere and dependency on weather.
• Shortage of infrastructural capacity.
• Tourism saturation
• LEGAL FACTORS
• FDI limits
• Bilateral treaties
• Airlines acquisition and leasing cost

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References

• HugeDomains.com - FlyKingfishers.com is for Sale
  (Fly Kingfishers)In-text (Flykingfishers.com,
  2014)Bibliography Flykingfishers.com.
  2014. HugeDomains.com - FlyKingfishers.com is for
  Sale (Fly Kingfishers). online Available at
  http//www.flykingfishers.com Accessed 26 Jan
  2014.
• In-text (NDTV.com, 2014)Bibliography NDTV.com.
  2014. Vijay Mallya may face prosecution for not
  paying service tax arrears. online Available
  at http//www.ndtv.com/article/india/vijay-mallya
  -may-face-prosecution-for-not-paying-service-tax-a
  rrears-403297 Accessed 26 Jan 2014.
• Bibliography Profit.ndtv.com. 2014. Kingfisher
  Airlines' lenders get Rs 550 crore by selling
  shares. online Available at http//profit.ndtv.
  com/news/corporates/article-kingfisher-airlines-le
  nders-get-rs-550-crore-by-selling-shares-325710
  Accessed 26 Jan 2014.
• In-text (Tejas.iimb.ac.in, 2014)Bibliography Tej
  as.iimb.ac.in. 2014. Tejas Article Brand
  management The Kingfisher Airlines Saga.
  online Available at http//tejas.iimb.ac.in/art
  icles/34.php Accessed 26 Jan 2014.
• In-text (Profit.ndtv.com, 2014)Bibliography Prof
  it.ndtv.com. 2014. NSE to shift 11 stocks to
  restricted trade segment. online Available at
  http//profit.ndtv.com/news/market/article-nse-to-
  shift-11-stocks-to-restricted-trade-segment-325086
  Accessed 26 Jan 2014.
• Bibliography Google.ch. 2014. kingfisher
  airlines interior - Google-Suche. online
  Available at https//www.google.ch/search?biw124
  1bih606tbmischqkingfisherairlinesinterior
  revid836662920qkingfisherclubtbmischimgdii
  _ Accessed 26 Jan 2014.

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Thank you