Post on 30-May-2018
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Kingfisher Airlines
It is India's largest airline. It is based in Bangalore. It operates more than 400 flights a
day and has a network of 78 destinations, with regional and long-haul international
services.Its main bases are Bangalore International Airport, Mumbai's Chhatrapati
Shivaji International Airport, Hyderabad's Rajiv Gandhi International Airport and
Delhi's Indira Gandhi International Airport. Kingfisher Airlines, through one of its
holding companies United Breweries Group, has a 50 percent stake in low-cost
carrier Kingfisher Red, formerly known as Air Deccan.
Kingfisher is one of six airlines in the world to have a five-star rating from Skytrax,
along with Asiana Airlines, Malaysia Airlines, Qatar Airways, Singapore Airlines and
Cathay Pacific Airways.In May 2009, Kingfisher Airlines carried more than a million
passengers, giving it the highest market share among airlines in India.
Kingfisher Airlines has a frequent flyer program called King Club. Members of this
program can earn frequent flyer miles (called King Miles) every time they fly with
Kingfisher Airlines or any of its affiliate airlines, and redeem the same for free tickets
on Kingfisher or its partner airlines.
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Jet Airways
Jet Airways is an airline based in Mumbai, India. It is India's third largest
airline after Air India and Kingfisher Airlines. It operates over 400 daily
flights to 64 destinations worldwide. Its primary base is Mumbai's
Chhatrapati Shivaji International Airport with secondary hubs at Bangalore,
Brussels, Chennai, Delhi and Hyderabad, Kolkata and Pune as focus cities.[
In July 2008, Which? magazine ranked Jet Airways as the world's best long-haul airline after Singapore Airlines.In a poll conducted by
SmartTravelAsia.com in September 2008, it was voted as the world's
seventh best airline overall. it has also won an award for the quality of its
catering.[4][5] In February 2009, Jet Airways had 846,000 passengers,
making it the second largest airline in India behind Kingfisher Airlines.[6]
Jet Airways also operates two low-cost airlines, namely JetLite (formerly Air
Sahara) and Jet Airways Konnect.
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SERVICES OFFERED in JET
AIRWAYSIn-Flight services
To take the flying experience to great new heights,they havechanged the cabin design, in-flight entertainment,menus and thelivery now sports a bold new attitude and a fresh new look.
Personalised five-course meal and one can choose what he/shewants and when one wants from the wide selection of world-classcuisine.
As a Premire passenger, you have the privilege of selecting yourseat at the time of reservation, relaxing and enjoying complimentarysnacks and beverages at our plush airport lounges at Delhi, Mumbai
(Bombay), Chennai (Madras), Kolkata, Bangalore, Hyderabad andJaipur Special services include Infant and child care,Wheel chair
Assistance,Expectant mothers,Unaccompanied minors and MedicalEmergencies
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SERVICES OFFERED IN
KINGFISHER Personalized video screens and headphones broadcasting 5 video channels
of the trendy FUN TV and the exclusive Kingfisher Radio - 10 channels ofchartbusting music from across the globe.
They have done everything possible to ensure it. With the mostsophisticated communication, navigation and security systems - both in the
air and on the ground. As well as with a highly trained and skilled team ofpilots and cabin crew who operate in completely state-of-the-art paperlessenvironments.
A special selection of food and beverages is available on boardwith an individual Menu Card for every guest to enable you tochoose from the finest on offer.
The Kingfisher Class experience begins even before you step on
board. When you book your ticket online in the comfort of yourhome or office. At spacious terminals with the personalizedattention of our dedicated valets. At the convenient check-incounters. And the attention to detail continues when you step on-board. With swanky designer interiors, spacious overhead storagebins, a professional crew decked in designer uniforms and a hostof other comforts and delights.
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Kingfisher Vs Jet Airways Kingfisher is one of the
latest Airlines in INDIA.
Overall growth in year
2007-08 is 37%.
Kingfisher acquired 46%share in Air Deccan.
Domestic airlines poised
to go international flights.
Jet Airways is the
experienced airline in
INDIA.
Overall growth in year
2007-08 is 16%. Jet airways acquired Air
Sahara in 2006.
Jet Airways already has
domestic as well as
international flights.
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Kingfisher Vs Jet Airways In a short span of 2
years its market sharehas become 28%
including Air Deccan.
Personal in-flight
entertainment in everyseat.
It was awarded the
Best New Airline Ofthe Year award.
Already have training
academy
Jet Airways has its
market share 31%including Air Sahara.
Average entertainment
services.
Jet Airways won
Double Honour Travel
Trade Gazette Travel
award. They plan to start
training academy.
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S.W.O.T. Analysis
Market driver
Experience exceeding 14 year
Only private airline with
international operation
Market leader Largest fleet size
Loosing domestic market share
Old fleet with average age
around 4.79 years
Scope for improvement in in-
flight service Weak brand promotion
Untapped air cargo market Scope in international service
and tourism
Strong competitors Fuel price hike
Overseas market competition
- Key Attraction - Key Problem
- Opportunities - Threats
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S.W.O.T. Analysis
First airline with full new fleet
of aircraft
Brand image with Flamboyant
Personality of Vijay Mallya
Unmatched in flight service Exclusive Terminal Share Deal
Route rationalization
Service delivery to metros and
other big cities
Yet not in profit
High ticket pricing
High attrition in top brass
Under penetrated domesticmarket
International market
Untapped air cargo market
Expanding tourism industry
Fleet size expansion
Existing Operators Infrastructure issue
Fuel price hike
- Key Attraction - Key Problem
- Opportunities - Threats
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P.E.S.T. Analysis
License issue for international
operation
Infrastructural constraint
ATF price policy
Rising income level
Reduced fare but yet not
enough
Sound Pollution Plane hijacking
9/11 Incident
Modernization of aircrafts modern tehnology like CAT3
and ILS
- Political Issue - Economic Effects
- Social Effect - Technology Effect
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The 4Ps .The 4Ps .
PRODUCT
Currently the kingfisher airline operates the aircrafts like the airbus A 320, A 319-100 and ATC-
72. After acquiring the Deccan kingfisher has started a new fleet known as kingfisher red.
Here we emphasis on the kingfisher airlines.
PLACE
Covers even the toughest terrains in the country, and the services ranges from Ahmadabad to
Agartala and to the major cities such as Delhi, Bangalore, and Chennai etc.
The main strategy that kingfisher follows is to target the metro cities or the tier 1 cities in India.
PROMOTION
There are many events and advertisements through which kingfisher airlines is promoted.
There are multiple touch points and finer promotional services working for the promotional
activities.
Loyalty and frequent flyer programs are also carried out.
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PRICE
The price segments that kingfisher targets is the higher income group as
well as the upper middle class background.
There are a few segments that are majorly for the youth and the high
lifestyle segments.
Sec A, sec B+ socio economic class mainly in the age group of 25-45 years
are the main segments for which there is a specific prices offered by
kingfisher.
Some of the services offered by kingfisher do emphasis on their policy to
target those segments which are willing to pay for luxury.
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PEST Analysis
POLITICAL FACTORS
1) Open sky policy
2) FDI limits: 100% for Greenfield airports
74% for the existing airports
100% through special permission
49% for airlines.
ECONOMICAL FACTORS
1) Contribution to the Indian economy.
2) Rising cost of fuel.
3) Investment in the sector of aviation.
4) The growth of the middle income group family affects the aviation sector
SOCIAL FACTORS
1) Development of cities leads to better services and airports.
2)Employment opportunities.
3)Safety regulations.
4) The status symbol attached to a plane travel.
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COMPETITORS ANALYSIS
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MARKET ANALYSIS
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80%
20%
Airline Preference
kingfisher jet
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Advertising and Branding
Hoardings
Brand Ambassadors
Sponsorships
Event Organization
Hoardings
Brand Ambassadors
Sponsorships
Event Organization
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JetLite Second most experienced group
Jet Airways market share Made Jet Airways as a biggest airline
Decent facilities
Simplifly Deccan
Indias First LCC
Targetting Upper Middle Class Segment Increased Kingfishers Flying Experience
Increasing Fleet Capacity to sustain load
Delays and Breakdowns
Bad Service
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Thank You.!!