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1857 - Founded by Thomas Leishman .

2005- Airline started on leas of four airbuses .

2007 - Started operating domestic routs .

2008- Airlines owned by U B group .

2008- Announced to make Amsterdam.

2010- ´Committed to achieving our ambition of making Kingfisher Airlines India's largest privateairline both in capacity and market share by2010.µ

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Founded - In 2005 at Bangalore .

Hub ² Bangalore International Airport. Secondary hub- CSIA , IGIA etc .

Parent company ² U B group .

Headquarters- Bangalore (registered). Mumbai (head office) .

Key People ² Vijay Mallya

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Dr Vijay Mallya is the Chairman and CEO of Kingfisher Airlines.

Kingfisher Airlines Limited launchedscheduled airline services on May 9, 2005 with4 daily flights between BOM & BLR and one

 A-320 aircraft.

There are tools for mood lighting such as web

chat, in seat plug-in for music, live TV with16 channels on each seat.

100 percent E ticket airline.

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W ord perk programmed ² world perkmembers can earns and redeem frequent flyersmiles on kingfisher ( 2007  ) .

Free flight ticket ² those passenger fly five one

way trips they will get one way ticket ( 2006 ).

Cash reward ² who usually flies out & returnson same day they will be reward with Rs 1000/-

( 2005 ) .

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Kingfisher is international retail business group with retail brands .

It have the 1400 stores in 17 countries .

It is employing 90,000 people.

Its turnover is 1.2 billion.

Commands 29% market of beer 

in India & is sold over 52 countries.

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Competitive Pressure

       S     e     r     v       i     c     e

Price

Low cost Carrierschanging the game

Indigo

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STRENGHT ² Strong brand image , focus on LCC Segment , Financial backing of UB group .

W  EAKNESS - High maintenance cost at ground &

 Airline .OPPO RTUNITIES ² Poor service of Air India ,

 problem with Jet Airways ( strikes etc) , growth in

air travel , more leisure travelers .

THREATS ² Rising oil price , other low cost airlines

 providing better service (kingfisher red is old

aircraft),government initiatives in railway with fast

running ( Duronto) , terrorism fears .

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Rivalry Jet airways , Air India

Power of suppliers

Threat of new

entrants.

Powerof

threats

Power ofbuyers

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Segmentation     Geographic Region      Density     Social Classes      Income Level

Targeting       Kingfisher First      company executives      Kingfisher Class     

lower middle, upper middle, lower upper segment  Positioning 

      Lifestyle     Benefits

     Quality

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Costs lower than economy class travel on full service airlines and marginally morethan the ¶bus services· type low costcompetition

Delight and pamper their guests throughunparalleled levels of service, comfort,and convenience .

Designer' aircrafts complete with modelsas air hostesses.

In-flight entertainment options. Lowest per seat mile cost in India.

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Product       Fleet Size      Aircrafts      International Foray

Promotions      Advertisements      Magazine and Newspaper ads      Exposure at non-corporate event       Participation in International Air shows      Endorsing celebrities like Katrina Kaif and Yana Gupta

Price      Dynamic pricing model - Multiple fare levels     Uniform rules      No hidden restrictions.     Pricing model - 8 different levels      Discounts provided from time to time

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People     Backbone of the brand       Extensive trainings      Hospitality industry and consider their 

customer as guests      Interpersonal skills, aptitude, and serviceknowledge

Place     Online Booking - www.flykingfisher.com

     Online Booking - Yatra.com, MakeMyTrip.com,ezeego1.com     Credit Cards & Debit Cards  Payment      SMS / Call     Outlets in every major city and at every airport 

across the country

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Physical Evidence

     Personal valets

     Exclusive lounge space

     Hi! Blitz

     Gourmet cuisine     world class cabin crew

     5 trendy video- Fun TV; 10 music stations -Kingfisher Radio

Process     Booking the ticket - online booking or tele-

booking or from any of the kingfisher outlet

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