RAUNAK

AIRLINE INDUSTRY: KINGFISHER V/S JET AIRWAYS
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INTRODUCTION
Airlines Industry in India is one of the fastest growing airlines industries in

the world. Post-liberalization, airlines industry in India has undergone a
rapid transformation. From being primarily a government-owned industry,
the Indian airlines industry is now dominated by privately owned airlines and
low cost carriers.
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In 1990 government adopted open-sky policy. Indian Airlines, which had

dominated the Indian air travel industry, began to lose market share to Jet
Airways and Sahara. Today, Indian airlines industry is dominated by private
airlines and these include low cost carriers such as Deccan Airlines (now a
part of Kingfisher), GoAir, SpiceJet, etc, which have made air, travel
affordable. The following chart shows the market share of various airlines:
Last decade saw the Indian Airline industry grow at a breakneck speed. The
industry experienced a drastic increase in number of passengers, driven by
privatization of aviation industry and introduction of low cost carriers like
Deccan Airlines, GoAir, SpiceJet etc. In fact, Indian Aviation Industry was
one of the fastest growing Aviation Industry in the entire world. Economic
growth and increasing link with global businesses resulted in a dramatic
increase in passenger traffic. However, the current global economic slowdown
and dramatic rise in aviation fuel prices continues to negatively impact the
Aviation Industry across the world.
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Overview of Indian Airline Sector
Liberalization on Aviation sector followed a rapid transformation of Indian

Airline Industry which has gone from being a government-owned industry to
an industry which is now being dominated by the privately owned airlines,
offering both full services and low cost carriers. The first low cost airline, Air
Deccan was launched in the year 2003 with the key objective to increase their
reach to a largely untapped middle class segment. Low cost carriers were
primarily driven by the increasing per capita income, improved connectivity
and affordability. Supportive Government initiatives and increasing private
and public investments further boosted the industry. However, airways still
forms only a small part of the overall transportation services in India, with
annual passenger traffic of around 96 million in 2007, compared to 6 billion
passengers carried by railways in the same year.
HISTORY OF AIRLINES
1910: The first Indian, or maybe even Asian, to have an airplane is the young
Maharaja of Patiala, Bhupinder Singh, who has a keen interest in aviation.
Singh sends his Chief Engineer to Eurpoe for a study with orders to buy three
planes, including a Bleriot monoplane and Farman biplanes, which arrive in
the Punjab later that year.
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1911: Domestic commercial aviation is born in India when on February 18,

Henri Piquet, flying a Humber biplane, carries mall from Allahabad to Naini
Junction, some six miles away.
1927: Imperial Airways extends to Empire Routes to India, connecting India

with the outside world for the first time through an air network. A de
Havilland Hercules flies the Cairo-Basra-Karachi-Jodhpur-Delhi route. It is
also the first domestic passenger flight to be operated in India. Passengers
could be for the first time fly from Karachi to Jodhpur and to Delhi on
Imperial Airways.
1929: Athe Aga Khan offers through the Royal Aero Club, a special prize 500
for solo flight completed within six weeks from the date of starting. The prize
will remain open for one year from January
1930.There were three contestants an eager JRD Tata, Man Mohan Singh, a
civil engineer graduating from Bristol who had learnt to fly in England, and
Aspy Merwan Engineer (later the Chief of the Indian Air Force). The three
men set out flying single-engine, light aeroplanes with simple instruments and
without radio. Man Mohan Singh took off from Croydon airport, south of
London, in a Gypsy Moth which he called Miss India; Aspy Engineer followed
the same route while JRD Tata, also in a Gypsy Moth, started his journey in
the reverse direction. After Croydon, Man Mohan Singh flew on to Lympne,
Le Bourget (Paris), Dijon, Marseillers, Rome, Naples, Catania, Tripoli and
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Sirle. From Gaza, he flew eastwards to India, with Engineer trailing a day
behind. Singh finally landed at Drigh Road, Karachi on 12 May 1930, winning
the historic air race. Engineer landed the next day and, though he came
second, due to a technicality, was eventually declared the winner, which Singh
accepted.
On February 10, JRD Tata is awarded India‚ first pilot licence, Pilot Licence
No.1 by Federation. Aeronautique International signed by Sir Victor Sasoon
on behalf of the Aero Club of India and Burma.
1932: Urmila K Parikh becomes the first woman to get a pilot licence when
she is given an licence by the Aero Club of India and Burma.
1932: JRD Tata launches India first scheduled airline, Tata Airlines, by
piloting the first flight himself from Karachi to Mumbai via Ahmedabad on a
single-engine. Puss Moth with a load of airmail. Nevill Vintcent, a former
Royal Air Force pilot and JRD collegue, flies the plane to Chennai via Bellary
thus completing the flight.
1933: In its first year of operation. Tata Airlines flies 160,000 miles, carries
155 passengers and 10.71 tonnes of mail. In the next few years, Tata Airlines
continues to rely for its revenue on the mail contract with the Government of
India for carriage of surcharged mail, including a considerable quantity of
overseas mail brought to Karachi by Imperial Airways.
Tata Airlines launches its longest domestic flight: Mumbai to Trivandrum
with a six-seater Miles Merlin.
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1945: second domestic airline, Deccan Airways, is founded Seventy-one per

cent is owned by the Nizam of Hyderabad, 29 per cent by Tata Sons. Deccan
Airways is the first of a bunch of new airlines to serve domestically in India. It
flies in the Hyderabad region, using a fleet of 12 Douglas DC-3s. The first
services began in July 1946.
1946: Tata Airlines changes its name to Air India. In 1947, Air India signs an
agreement with the government of India to operate international services
under a new company called Air India International Ltd. Established as a
joint sector company with a capital of Rs 2 crore and a fleet of three
Lockheed constellation aircraft. The new name is inaugurated on March 8,
1948. Three months later on June 8, Air India International inaugurated its
international services with a weekly flight from Bomabay to London via Cairo
and Geneva. The airline is nationalized in 1953.
1951: Prem Mathur becomes the first woman commercial pilot. She flies
planes owned by Deccan Airways.
1953: Indian Airlines and Air India International are set up after legislation
comes into force to nationalize the entire airline industry in India. Eight
former independent domestic airlines; Deccan Airways, Airways India,
Bharat Airways, Himalayan Aviation, Kalinga Air Lines, Indian National
Airways, Air India, Air Services of India, are merged to from the domestic
national carrier. Air India International takes over the international routes.
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Indian Airlines Corporation inherits a large fleet of 74 DC-3 Dakotas, 12

Vikings, 3 DC-4s and various smaller craft.
1956: Durba Banerjee is inducted as the first woman pilot of Indian Airlines.
1960: India enters the jet age when Air India begins operating its first Boeing
707-437. It also marks the year in which USA is first connected to India by an
Indian airliner.
1984: Squadron Leader Rakesh Sharma, a 35-year-old Indian Air Force pilot
becomes the first Indian cosmonaut and the 138th man in space, when he
spends eight days in space abroad Salyut 7.
1985: Captain Saudamini Deshmukh commands the first all-women crew

flight on an Indian Airlines Fokker Friendship F-27 on the Calcutta-Silchar
route. She also commands the first Boeing all-women crew flight on
September 1989 on the Mumbai-Goa sector.
1989: Indian Airlines becomes one of the earliest airline in the world to induct
the revolutionary fly-by-wire A320s made by France Airbus Industries into its
fleet. The airline first pure-jet was a Caravelle, inducted in 1964.
1990: East West Airlines becomes the first national level private airline to
operate in the country after 37 years, after the government decided to end
Indian Airlines monopoly over domestic civil aviation.
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Capt Nivedita Bhasin of Indian Airlines at 26 becomes the youngest pilot in

civil aviation history to command a jet aircraft when she pilots IC-492 on the
Bombay-Aurangabad-Udaipur sector on January 1. Bhasin also becomes the
country first woman check-pilot on an Airbus A300 aircraft.
Air India is commended in the Guinnes Book of World Records for the
largest evacuation effort by a civil, when it flew over 111,000 people from
Amman to Mumbai in 59 days, operating 488 flights just before the first Gulf
War.
1992: The Indian Air Force (IAF) decided to recruit women pilots. It
advertises for eight vacancies and receives 20,000 applications. The first pilots
enter service in July 1994.
1997: A group of army aviation professionals gets together to set up Deccan

Aviation, which will soon grow to become India largest privately owned
helicopter charter company.
1998: Dr Kalpans Chawla becomes the first Indian-born woman to fly to
space, as part of a NASA team.
1999: Flying Officer Gunjan Saxena, who was among the first women pilots in
the IAF, becomes the first woman to fly in a Combat Zone when she takes
part in air operations during the Kargil war.
2003: Air Deccan, India first ever budget airline begins operations on 25th
August. The first flight is from Bangalore to Mangalore.
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2004: On August 26, Air Deccan turns into the first truly national budget
carrier with the launch of its A320 flights on the Delhi Bangalore route.
MAJOR COMPETITORS OF AIRLINE INDUSTRY
The major players of airline industries are:
1. KINGFISHER AIRLINES
2. JET AIRWAYS
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3. SPICEJET
4. GO AIRLINES
5. GO INDIGO
6. PARAMOUNT AIRWAYS PRIVATE LTD
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KINGFISHER AIRLINES
Kingfisher Airlines is a major India-based airline group. It has its registered

office in the UB Tower in Bangalore and its head office in the Kingfisher
House in Vile Parle (East), Mumbai. Kingfisher Airlines, through its parent
company United Breweries Group, has a 50% stake in low-cost
carrier Kingfisher Red.
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Kingfisher Airlines is a brand name, which is India's only Five Star Airline.
This airline operator is one of the biggest airlines catering to all major parts
of India. It was not long when United Beverages group, the largest beverage
company of the world, decided to launch its own airlines company named
after its Brewery Brand ‘Kingfisher'. Today, Kingfisher Airlines connects 61
cities in India, 8 international destinations and has over 390 daily departures
with a fleet of 66 aircraft. The high quality services and special amenities
make it a big name in the aviation industry.
Kingfisher Airlines is one of six airlines in the world to have a five-star rating
from Skytrax (A United Kingdom-based consultancy that conducts research
for commercial airlines). Embark upon any of the flights of Kingfisher
Airlines to feel like an honored guest. Here you are more than just a
passenger. Kingfisher believes that ‘a flight is not a journey between two
airports but an experience of a lifetime'. Esteemed guests of this
honored flight operator can experience it in three unique classes of service-
like the Kingfisher First (Business class), Kingfisher Class (Premium
economy) and Kingfisher Red (Low fare). Kingfisher First and Kingfisher
Class are available on the international routes also.
With Kingfisher, guests can anticipate to indulge in first-of-its-kind luxury

straight from the airport to on-board comforts, gourmet cuisine and in-flight
entertainment. The specially trained international cabin crew and a collection
of on-board comforts add to the already good set of services.
When the flight of Kingfisher takes off into the international skies, you get the
chance to view world-class experience. Every Kingfisher aircraft meets the
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global standards that I have set in terms of safety and performance. Our
brand-new fleet incorporates the latest technology and each aircraft is fitted
with a personalized in-flight entertainment system and top quality
programming content from around the world for your viewing and listening
pleasure, and to create an environment that you will truly cherish.
The airline recently launched its flights from New Delhi to Kathmandu; New
Delhi to Dubai and Mumbai to Dubai. With the launch of these new flights,
the total number of international destinations that Kingfisher Airlines flies to
from New Delhi goes up to five. The other
three international destinations that Kingfisher Airlines flies to out of New
Delhi are London, Bangkok and Hong Kong.
The company efficiently functions under Dr. Vijay Mallya. The positive
growth and good performance of Kingfisher Airlines attributes to 10%
percent stake in share market that it has acquired since inception. The
aircrafts of Kingfisher airline include the first Indian order for Airbus A380s.
Most of the flights offered by Kingfisher Airlines have multi Channel video
services, the movies are shown to the flyers on-demand. Now, Kingfisher
stands as a chief player in the luxury airline segment. It offers world-class
modern services on board which has set standards throughout India.
Kingfisher Airlines is also the sponsor of F1 racing outfit, Force India, in

which Vijay Mallya also owns.
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BIRTH OF KINGFISHER AIRLINES
The Kingfisher airline started operations on 9 May 2005. The airline
is wholly owned by the United Breweries Group headed by Mr. VijayMallya.
Kingfisher promises to suit the needs of air travelers and to provide

reasonable air fares.Initially the Kingfisher had the lease of four Airbus A320
aircraft.
As of July 2007, Kingfisher operates only on domestic routes, but now they
operates its flights to the USA & UK with Airbus A340 and Airbus A380
aircraft.
On June 15, it became the first and only Indian Airline to order the five
Airbus A380, five Airbus A350-800 and five Airbus A330-200 aircraft in a
deal valued at over $3 billion.
Kingfisher Airlines came with the concept of “Treating the customer to a level
of being guest and not just the passengers”.
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On December 19th, 2007 Air Deccan and Kingfisher Airlines decided to

merge, Kingfisher Airlines’ parent company United Breweries (UB Group)
have acquired 46% of Air Deccan’s parent Deccan Aviation, which possesses
52% of the total stakes.
KINGFISHER HEAD OFFICE, BANGALORE
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VISION AND VALUES
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VISION
“The Kingfisher Airlines family will consistently deliver a safe, value-based
and enjoyable travel experience to all our guests.”
VALUES
Safety
This is their overriding value. In their line of business, there is no compromise.
Service
Kingfisher is in the hospitality business; they must always seek to serve our
guests and gain their trust, goodwill and loyalty.
Happiness
Kingfisher seeks to build an organization with people who choose to be happy,
and will endeavour to influence their guests and co-workers to be happy too.
Teamwork
Kingfisher will succeed or fail as a team. Each one of them must respect their
colleagues regardless of their rank, and they must work together to ensure our
mutual success.
Accountability
Each one of them will be held accountable for the successful execution of their
duties, commitments and obligations, and will strive to lead by example.
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TRAVEL ASSISTANCE
BAGGAGE SERVICE
While they know how to take care of the passengers, their baggage also needs
the same premium treatment. Kingfisher Airlines representatives are present
in the arrival lounge should the pasengers need any assistance with regards to
Baggage.
BAGGAGE ALLOWANCE
Cabin Baggage
As per Government of India safety regulations only one hand baggage per
Passenger will be allowed. The dimensions of the hand baggage should not
exceed (L+B+H) - 55+35+25 totalling 115cms for Airbus aircrafts and
(L+B+H) - 50+45+20 totalling 115cms for ATR Aircrafts. The weight of the
hand baggage should not exceed 7 kgs. Strolley bags with above specified
dimensions will be allowed.
Check in Baggage
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INDIA
Free Check-in Baggage Allowance (only on flights operated by Kingfisher
Airlines in India)
Class of Service Adult/Child aged 2 years and
above
30 Kgs
20 Kgs
20 Kgs
Free Check-in Baggage Allowance is effective only on sectors operated by

Kingfisher Airlines. Any excess baggage beyond the permissible free check-in
allowance will be charged at rates that vary from sector to sector.
Excessive baggage
The Free Baggage Allowance is effective only on sectors operated by us. Any
excess baggage beyond the permissible Free Baggage Allowance will be
charged at carriage rates that vary from sector to sector. These rates are
available from us upon request.
Delayed or missed baggage

In a situation of misrouted baggage KFA will make every effort to locate and
deliver the baggage to the passenger as soon as possible. When misrouted
baggage is tracked they attempt to deliver it at their expense at the time
convenient to guests. Delivery of baggage for international destination in case
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of transit, may take some time considering the longer flight duration,
availability of flights and custom and immigration procedures.
Guests can also use our Baggage tracer feature to track the progress of your
reported lost baggage. Once the passenger lodges a report for a missing bag
and if they have a WorldTracer file number, they can track the progress of
the passenger’s report via this feature.
BUSINESS TRAVEL
KINGFISHER ELITE
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In today’s competitive business environment, the pressure on productivity,

cost and efficiency are greater than ever before. Kingfisher Elite offers the
passengers exclusive travel solutions. ‘Fly at your own convenience anywhere,
anytime and choose who flies with you in the utmost comfort, safety and
privacy’. Be it business or leisure, select from a range of business jets and
Eurocopters and the passengers are assured of the most exquisite service
complimented with the highest safety standards, allowing them to arrive at
their destination relaxed and refreshed.
Key features
• A private suite with attached rest room and shower
• Tailored service to meet your requirements – ultimate flexibility
• Private & discreet service including VIP, diplomatic and head of
state Flights
• Experienced & highly trained professional crew
• Custom designed luxurious interiors
• Conference room with state-of-the-art technology to meet your
business needs.
• Separate sections for guests and staff
And if the passengers are looking to charter aircraft for groups, choose from
a fleet which includes Airbus 330, Airbus 321, Airbus 320, Airbus 319 and
ATR 72-500 and ATR 42-500 aircraft depending on their requirements.
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CORPORATE TRAVEL
Kingfisher Airlines understands the needs of its corporate fliers, and
therefore has a dedicated business unit catering to these specific
requirements. The guest interaction and process flows remain of the highest
standards of quality and service. Standing testament to KFA’s endeavours is
the large and ever-growing corporate travel customer base.
Some of the defining features of our corporate travel program are
• Synergistic agreements with the Clients.
• Variety of corporate incentives tailored to suit passengers needs
• Relationship Managers assigned to take care of passenger’s corporate
travel needs.
• Express update of current and relevant promotional offers.
• A plethora of Soft Dollar benefits aimed to enhance the
Corporate fliers comfort
Value adds
Flying on Kingfisher Airlines means truly enjoying "Good Times". They
understand and appreciate that the passengers business may have some
unique requirements. In order to further facilitate them in this regard, they
have business constituents specializing in Group Travel, Charters, Corporate
credit card rewards in conjunction with American Express and many more.
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KINGFISHER PLUS
More than flying, Kingfisher Airlines is about the complete travel experience.
Here is a host of special products and services that will make passengers
travel a true pleasure.
King Mobile
With the launch of King Mobile, Kingfisher Airlines becomes the first Indian
Airline to launch a range of services on the mobile platform. Now you can
check for flight updates, buy tickets through SMS or access a world of
services through a simple mobile application - anytime anywhere.
Little Wings
Whether you are 6 or 66, onboard Kingfisher Airlines, your experience

promises to be full of delightful & unforgettable moments. Our little guests
may be nervous initially
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but chances are as soon as we take off they’ll soon be absorbed in the thrill
of stretching their own little wings!
A world of Fun
While relaxing in comfortable seats, KFA’s little guests can slip into a world
of fun courtesy cartoons and movies played on their personal in-flight
entertainment system in Kingfisher Class & First.
The interactive Little Wings activity magazine available on all classes of
Kingfisher Airlines takes the experience further and truly immerses the little
guests into a fantasy world. Created in association with Walt Disney, this
magazine has something for everyone – Mickey Mouse & Winnie the Pooh for
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the little ones and High School Musical, Pirates of the Caribbean & Hannah
Montana for all the adventurous teens on board.
Of course with activities such as coloring pages, comic strips pull out posters,
code cracking games and trivia on beloved Disney Characters, there’s never a
dull moment
KINGFISHER IN FLIGHT VIEW
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AIR ROUTES OF KINGFISHER
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MARKETING STRATEGIES
Kingfisher airlines launched its domestic air service operations in May 2005.
KFA was promoted by UB group and offered a single class- “Kingfisher
Class”. KFA successfully leverage the youthful and vibrant image of its
kingfisher beer brand and called its airlines as ‘Funliners’ to emphasize the
fun-filled experience. Within the first six months of its launch, KFA managed
to corner a 6% market share in the domestic air travel mark.
KFA started its operation in May 7, 2005, positioning itself as a budget

carrier and not as Low Cost Carrier (LCC).
Following strategies were followed to make it one of the leading Airlines in

India.
It came up with a very appealing promotional line “Fly the good times” and it
reflected in the experience the company offered to its passengers.
KFA is also launched Kingfisher express in order to tap into the growing
LCC segment.
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It planned to re-launch its commercial air service called UB Airway again

which it had to withdraw it due to government restrictions.
The company gave best services to its customers that were like providing
world class interiors, and in-flight entertainment systems.
The company came up with only one class airlines rather than other airlines
that had Business Class; Economy Class the idea was to combine Business
Class experiencesand Economy Class experiences in one.
Having a single class freed up more leg space for passengers when compared
to normal economy class flights.
• The company started addressing its customers as “GUEST” rather than

passengers.
• The company made its mark by providing its guests with more legroom
and bigger seats so as to provide better comfort.
KFA has set its sight to become India’s largest airline both is capacity and in
market share.
KFA’s Promotional Strategies
As part of its promotional strategy the marketing team of KFA showcased the
airline as “the new flying experience”. The following initiatives were taken as
part of its promotional strategy…
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• Advertisements hoardings at airports depicted the stylish interiors of

the “Funliners”, which conveyed youthful, fun-filled, and world class
image.
• INOX multiplexes in Mumbai publicized KFA’s special offers for a
month.
• KFA was the official travel airlines for the cast and crew of “Mangal
Pandey”- the movie.
• KFA made use of various fashion shows, celebrity golf matches, New
Year parties all to build its “Kingfisher” brand.
• The UB groups monthly magazine called “Pegasus” published
information about KFA along with other information related to UB
group.
• KFA launched many attractive offers to promote its sales like the “King
Card” in association with ICICI Bank, in August 2005. This was ment
to creat loyal customers for KFA by providing benefits like privileged
access to lounges, restaurants, free refreshments at airports, access to
180 golf clubs across India, special invites for lifestyle shows .
• In October, KFA launched “Chill Times Offer” in the month of August
2005 and September 2005.
• In October they launched the “King Saver Offer” which said “Fly like a
King, don’t play like one”.
• KFA targeted the frequent fliers business traveler segment, which was
dominated by Jet Airways. By offering a “King Saver Booklet”, This
booklet contained six free flight tickets and was presented as a free gift
if the passenger bought two such booklets each worth Rs.
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26,999.Passengers could avail off this offer if they showed there Jet
Privilege Member card.
KFA’S Financial strategies
KFA came up with many new financial strategic moves that made it one of the
leaders of aviation industry the company had adopted following strategies:
• It purchased brand new A320 aircrafts powered by the cockpit that was
a paperless environment.
• In June 2005 KFA planned to order US$5 bn at the Paris Air Show, for
5 new A350-800 aircraft, and five A330-200 aircraft.
• KFA was first Indian carrier to place an order for A380s.
• In November 2005 it placed an order for 30 A 320 and 20 ATR72-500

aircraft at the Dubai Air Show. This ATR72-500 was worth US$750.
To further its expansion plan KFA put in its bid to buy Sahara in November
2005.How ever negotiation came to a standstill when KFA felt the valuation of
Sahara Airlines of around US$750mn to US$1 bn. was too high.
KFA has plans to make an Initial Public Offer (IPO) and raise around
US$200 mn that would be used for its fleet acquisition and route expansion
activities.
KFA set up Kingfisher International Inc. (KII), a subsidiary in US for its

international operations. KFA plans to operate international routs by end of
2007. But KFA had yet to receive permission from the Indian government.
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According to Indian government domestic air carriers are not allowed to fly
international routes without five year of domestic flying experience. But Mr.
Mallya said if he failed to convince the government to change its rules, it
would start an airline in a foreign country and fly it to India.
KFA’S Human Resource Strategies
Prior to launch, KFA signed a “non-poaching alliance” with Air Deccan

under which both the airlines agreed not to hire each other’s employee.
KFA’s flight attendants called “Flying models” were selected through a
national level model contest.
KFA also stressed the fact that its employees had to be capable enough to
meet the airlines’ high service standards.
Among one of the biggest HR move for KFA was addition of Nigel Harwood
as Chief Operating Officer with effect from August 1, 2005, to strengthen its
management team.
Mr. Mallya said “Kingfisher Airlines Limited has a first class management
team not just at top most level but also in the second line. This is part of the
UB group’s commitment to human resources”
KINGFISHER 4P’S
Product
 Domestic and International transport service.
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 74 Domestic destination.
 Sleepiest seats with extendable footrests. Fully adjustable headrests.
 Laptop & Mobile phone chargers in each seat.
 Comfortable pillows & snug blanket.
Price
 No differentiation between business class and economy class.
 They decreased the prices of business class and called those seats as
premium seats.
 Higher income group as well as the upper middle class background.
 Target those segment which are willing to pay more luxury.
Place
 Target the metro cities.
 Service range from Ahemdabad to Agartala & the major cities Delhi,
Mumbai, Banglore etc.
Promotion
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 Event & Advertisements.
 Kingfisher sign up with IPL as the official umpire partner for the series
in a Rs.106 crore deal .
 The primary sponsor of India's only Formula-1 team - the Force India
Formula One Team.
Physical Evidence
 Kingfisher Airlines started its operations on May 9, 2005 with a fleet of

4 Airbus A320 aircrafts. Kingfisher Airlines was the first airline in
India to operate with all new aircraft. On June 15 2005 Kingfisher
Airlines became the first Indian airline to order the Airbus A380, to be
delivered by 2014 Fleet size of 73 and 137 orders placed The planes
have the best in-flight facilities that match world class standards
Process
 KFs Tickets through ATMs The Roving Agent Web Check-In FlyBuy
SMS Flight Updates Mobile Ticketing
People
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 Being a service industry it has two types of customers: External

Customers (Passengers) Internal Customers (Employees) Kingfisher
Airlines uses the term “Guests” for its external customers. Dr Mallya
tells his crew to treat every guest “In the same way as if they have
visited his home.” In an airline, Cabin Crewplay an important role
because they are the ones who deliver the service and therefore they are
termed as The Walking Billboards of an organization.
SWOT ANALYSIS
Strengths
 Superior product on ground, the business class is being equated with

Kingfisher's economy.
 UB group backing for raising financing.
 Well capitalized Airlines & prepared to take losses.
 Better handling of employees & staff and less centralized style of

functioning.
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 Chairman Mallya's grand vision where it is looking to be among the

best in the world.
 The Deccan deal - which gives it market share, a new market segment
and was cheap
Weakness
 Kingfisher still to build itself into an organization, structures yet to fall

in place.
 Not as professionally run as other private airlines, still to build a

professionally competent team.
 Mallya’s knowledge of the sector does not parallel with other

company’s head.
 Unable to leverage connections to the same extent while lobbying.
 Kingfisher’s loads are lower than Indian Airlines, which could be the
reflection of its marketing and sales ability.
Opportunities
 Kingfisher Airlines have an opportunity to increase the market share.
 By the customers feedback they have chance to improve their quality.
 They have to improve their management, for the better employment

opportunities.
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 By providing better services to their customer for capture the Airlines

market in India.
Threat
 Kingfisher Airlines have a lack of loyal customers.
 Kingfisher still surviving for their market share.
 Very tough competition from Jet Airways and Spice Jet.
 Last fiscal year April 2009, Market share of the company is only 11%.
 Large amount of passengers switch to other airlines (Jet Airways).
MARKET SEGMENTATION
When we divide any class or a subject, it is done on certain grounds. The base is
created after considering the various fields and the characteristics of students,
merit and so on. Similarly marketing segmentation is done on certain consistency
that exists within the group.
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So in order to make sure that the product, offerings reach the right consumers and
customers it is necessary that we understand the base of segmentation and market
targeting.
Marketing segmentation is an outcome of “Analysis of Consumer Demand”
ANALYSIS CONSUMER DEMAND
There are a verity of consumer demand pattern so how do u get to know what are
those and how you could understand which product or service offered by your
company tackles the right audience? After all the right audience / consumers are
the buyers and its important to segregate them into different segments.
So What is Demand Pattern?
A demand pattern indicates the uniformity or diversity of various consumer needs

and desire for particular category of goods and services. A Firm would face one of
the following three demand patterns.
There are broadly three patterns that help determain segments:
Homogeneous Demand:
This is when the consumers have relatively uniform requirements, needs and desire
for a good or service category.
Cluster Demand:
This is when a consumer’s needs or desire for a good can be classified into two or
more cluster, each having different purchase criteria.
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Diffused Demand:
Here consumer’s needs and desire are s diversified that clusters cannot be
identified. See, here a firms marketing task would be more difficult as product
differentiation is more costly. It even involves higher communication cost.
ESTABLISHING POSSIBLE BASE FOR SEGMENTATION
It is widely thought in marketing that segmentation is more of an art not science.

The key is to find the variable, or variables that split the market into actionable
segments.
Customer needs had been the fundamental criteria for market segmentation. To
find the needs of consumers in a market it is necessary to understand market
research. Profilers are basicaly the detailed (descriptive), measurable consumer
characteristics like (place, age, male or female, the income) this can be used with
segmentation.
The most common profilers used in customer segmentation include the following:
Profiler Examples:
Demographics:
• Age, Sex, Family size

• Income,education,occupation
• Religion, race, nationality
Geographic:
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• Region of the country

• Urban, Rural
Behavioral:
• Product Usage: (light, medium, heavy usage)

• Brand Loyalty: (none, medium, high
• Type of usage (with meals, special occasions)
JET AIRWAYS
Jet Airways is a major Indian airline based in Mumbai, Maharashtra. It is

India's second largest airline after Air India and the market leader in the
domestic sector. It operates over 400 flights daily to 67 destinations
worldwide. Its main domestic hubs are Mumbai and Delhi. It has an
international hub at Brussels Airport, Belgium. Jet Airways is owned by
the London-based billionaire Naresh Goyal.
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CODE OF CONDUCT
The Code of Business Conduct and Ethics (Code) has been adopted by
Jet Airways (India) Limited to comply with applicable law and the rules and
regulations of the Stock Exchanges on which the securities of the Company
are listed.
This Code covers a wide range of business practices, procedures and serves as
a guide to ethical decision-making. This Code does not cover every issue that
may arise, but it sets out basic policies to guide directors, officers and
employees of the Company and its affiliates. All directors, officers and
employees must become familiar with this Code and conduct themselves in
accordance with these policies and seek to avoid even the appearance of
improper behaviour.
The principal duty of the Board of Directors, along with management, is to

ensure that the Company is well managed in the interests of its shareholders.
The Board of Directors plays the central role in the Company's governance. It
is the Company's decision-making authority on all matters except those
reserved to shareholders or delegated to the management. The Board of
Directors is not expected to assume an active role in the day-to-day
management of the Company.
Those who violate the policies in this Code will be subject to disciplinary
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action, up to and including discharge from the Company. If you are in a

situation that you believe may violate or lead to a violation of this Code, you
must report the situation as described herein.
COMPLIANCE WITH RULES AND REGULATIONS
In carrying out their duties and responsibilities, directors and

employees must comply with applicable laws, rules and regulations. In
addition, if any director or employee becomes aware of any information that
he or she believes constitutes evidence of a violation of any securities or other
laws, rules or regulations applicable to the Company or the operation of its
business, by the Company, any employee or director, then such employee or
director should bring such information to the attention of the Chairman of
the Board or such other person as designated in this regard.The Company
holds information and training sessions to promote compliance with
applicable laws, rules and regulations, including insider trading laws and it is
the responsibility of each director and employee to attend such training
sessions.
MISSION STATEMNET
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Jet Airways will be the most preferred domestic airline in India. It will be the
automatic first choice carrier for the travelling public and set standards,
which other competing airlines will seek to match.
Jet Airways will achieve this pre-eminent position by offering a high

quality of service and reliable, comfortable and efficient operations.
Jet Airways will be an airline which is going to upgrade the concept of

domestic airline travel - be a world class domestic airline.
Jet Airways will achieve these objectives whilst simultaneously ensuring

consistent profitability, achieving healthy, long-term returns for the investors
and providing its employees with an environment for excellence and growth
COMMUNITY SERVICES
Jet Airways commenced its operations in May 1993. It is an airline that has
pioneered concepts like Through-Check-in, City Check-in, Web and Kiosk
check-in, SMS check-in, automated tickets at travel agency locations, e-
ticketing, JetMobile and the unique five-tier frequent flier programme
JetPrivilege in India.
As an Indian Corporate Body, Jet Airways also recognises its responsibility to
the Society and Nation. Consequently, in 1998 Jet Airways launched its
Yellow Rose campaign. People are like roses, and like the flower they require
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friendship, warmth and caring. Jet Airways has striven not only to extend
these qualities to its passengers, but also to the country in times of crises or
calamities.
QUALITY CERTIFICATIONS
Jet has received an extensive range of awards and commendations for

every kind of service they provide. Their efficiency and quality of highest
standards in every sphere of service has earned them a prestigious
Superbrand status.
Jet Airways' Inflight Services have been found to conform to the Quality
Management System Standard : ISO 9001:2000 by the Accredited Unit: DET
NORSKE VERITAS B.V., THE NETHERLANDS, who are approved by
UKAS Quality Management -Accreditation Certification Bodies (UK
Registrars)
Certification for the product and service ranges includes Design, Development
and Delivery of Customer Services that meet world-class standards.
Jet Airways (India) Ltd. has also earned the distinction of receiving the IATA
Operational Safety Audit (IOSA) Registration.
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Fleet: Jet Airways currently operates a fleet of 89 aircraft, which includes 10

Boeing 777-300 ER aircraft*, 12 Airbus A330-200 aircraft*, 53 classic and
next generation Boeing 737-700/800/900 aircraft and 14 modern ATR 72-500
turboprop aircraft. With an average fleet age of 4.82 years, the airline has one
of the youngest aircraft fleet in the world.
Airline Network: Jet Airways flies to 63 destinations span the length and
breadth of India and beyond, including Abu Dhabi, Bahrain, Bangkok,
Brussels, Colombo, Dammam, Dhaka, Doha, Dubai, Hong Kong, Jeddah,
Johannesburg, Kathmandu, Kuala Lumpur, Kuwait, London Heathrow,
Muscat, Newark, New York, Riyadh, Sharjah, Singapore and Toronto.
ROUTE MAP
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Flights: Jet Airways operates flights to 23 international destinations, offering

you a better choice in the skies.
Class of Service:
A. For our domestic sectors: Business branded - "Première"
For our international Sectors: First Class, Business Class branded-
"Première".
B. Economy
Reservations: Co-hosted in SABRE. Reservations can also be made on all

major Computerised Reservations Systems (CRS), e.g., Abacus, Amadeus,
Galileo, Apollo, Worldspan, Axess, Topas, Infini and Travelsky. Twenty-four
hour reservations facility at Mumbai, Delhi, Kolkata, Chennai and
Bengaluru.
Jet Airways' electronic ticketing service offered on / enables passengers to

book tickets to any destination on the airline's route network through the
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Internet.
Jet Airways has set up call centers for International and Domestic flights &
services that operate on a 24x7 basis.
City Check-in: Facility available for passengers travelling on our domestic

network with hand baggage only at Mumbai, Delhi, Kolkata, Chennai,
Bengaluru and Indore. Passengers can check-in and collect their boarding
pass at the city office at least two hours before the flight time and report at
the airport 45 minutes before departure.
One Time Check-in on Return Journey:

Travelling somewhere and getting back the same day? Get checked-in just
once and save yourself the trouble of going through the check-in process
twice.
You can get your boarding pass for the return flight at the first point of
check-in. For example, if you fly Mumbai-Delhi-Mumbai the same day, you
can get your boarding pass for your return flight at Mumbai.
You can also have your return or onward boarding pass issued if you are
returning the next day or travelling onward the next day within 24 hours of
departure. (This is subject to the passenger having no baggage for the return
or onward sector.) This service is available only when both the origin and
return stations are computerised.
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Passengers can also get their return or onward boarding passes issued for
travel held on another airline but returning on Jet Airways. This is subject to
the passenger having no baggage for the return or onward sector and this
facility is only available when both the origin and return stations are
computerised.
Available throughout the network at stations/cities connected by same day

return flights, provided both stations are connected online by the Departure
Control System. Both boarding cards are handed over to passengers at the
point of origin, thereby eliminating a second check-in and therefore, a shorter
waiting time at the airport on the return flight. Such passengers would need
to report at the airport for the return flight only 45 minutes before
scheduled departure.
Tele Check-in: Jet Airways stations have tele check-in facilities for First class,
Première passengers as well as JetPrivilege Blue Plus, Gold, Silver and
Platinum Card members.Platinum and Gold Card members can tele-check-in
48 hours in advance. Silver and Blue Plus members can tele-check-in 24 hours
in advance. Passengers may tele check-in upto one hour prior to departure
and must arrive at the airport check-in counter at least 50 minutes prior to
departure.
All passengers for International flights will need to tele check-in upto four
hours prior to departure. All are required to report 60 minutes prior to
departure.
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Web Check-in: Jet Airways' online facility for Web Check-in is currently
available for passengers holding a confirmed and valid eTicket, anytime
between 48 hours and 60 minutes prior to their flight departure, in most of
the airline's destinations. eTickets can be issued through Travel Agents, Jet
Airways portal, Jet Airways airport and city offices.
With this, Jet Airways has introduced yet another pioneering initiative that
allows customers not only to select their preferred seat but also to print
their boarding pass for their same day return flight online.
Kiosk Check-in: Kiosk Check-in is available for domestic flights and can be
completed at Jet Airways' kiosks located at the airport. When a customers
uses kiosk check-in, the system performs a name check, verifies the PNR,
enables passengers to select their preferred seats and print their boarding
passes using the printer integrated with the kiosk. Kiosk Check-in enables
passengers carrying only to proceed directly for security check and thus
experience a hassle-free check-in. Currently, Kiosk check-in facility is
available at the Mumbai, Delhi, Chennai, Hyderabad, Kolkata and Bengaluru
Airports.
Same day return tele Check-in: Jet Airways' First class, Première guests as
well as JetPrivilege Blue Plus, Gold, Silver and Platinum Card members can
Tele check-in for their same day return journey at the originating station.
Guests availing of this facility have to report at the airports 45 minutes prior
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to to departure. This facility is available only when both the outbound and
inbound sectors are on Jet Airways.
Check-in while Walk-in: Jet Airways introduces "check-in while walk-in" at

Mumbai and Bengaluru airports. With a view to ease the process of check-in
Jet Airways, this new initiative will facilitate the airline's passengers as also
the airport staff and will supplement the kiosks as well as the existing check-
in counters of Jet Airways. Using this solution, the mobile agent can quickly
access and verify the travel reservation details of the passenger, complete
check-in functions and generate a boarding pass, either Premiere or
Economy, and book them on their choice of seats.
This facility would be introduced at the Metro airports first, followed

by some of the other airports, with infrastructure related challenges.
Mobile Ticketing: With this facility, Passengers can now book, pay and
generate eTickets on their phones by downloading the secure JetWallet
application on to their GPRS enabled phones. Once JetWallet is installed,
Passengers can use the same for booking tickets using their unique activation
code generated while downloading, pay using credit cards and generate an
eTickets on domestic sectors in Indian currency.
This solution allows customers to view past tickets, change, cancel and refund
the eTickets booked through JetWallet, subject to certain terms and
conditions.
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Seat Request: First Class and Première passengers are requested to indicate
their seat preference at the time of reservation. Advance Seat Reservation
Facility to Economy class passengers is available for our international flights
between India and London Singapore & Kuala Lumpur. This can be done at
the time of making a booking.
Meal Request: All Jet Airways passengers are requested to indicate

their meal preference at the time of reservation.
Airport Lounges: First Class, Première passengers and JetPrivilege members

have the facility of waiting at airport lounges in certain airports.
Passengers are offered complimentary beverages and snacks in these lounges.
Facilities for the Physically Challenged: Physically challenged passengers can

make a request while booking their flight and an attendant with wheelchair
will be arranged. For more information regarding passengers with special
needs.
Baggage Clearance: Jet Airways ensures speedy baggage delivery on arrival

at all destinations.
Check-In Facilities for Overseas Passengers: To assist overseas passengers,

Jet Airways have check-in counters at Terminals 2A (2200-1000 hrs) and 2C
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(2200-0700 hrs.) at the Chhatrapati Shivaji International Airport, Mumbai.
Through Check-in: As a customer of Jet Airways, you can avail of the

'Through Check-in' facility if you fly within India, or if you have a
connecting flight into, or out of the country. This means at the first
check-in point, your luggage will be checked in and pre-labeled. And your
boarding passes and baggage tags will be issued to you up to your final
destination of the partnered airline.
Interline: Jet Airways has interline agreements with over 140 international
airlines which allow passengers to use interline documents on Jet Airways for
their travel.
Jet Airways also has interline agreements with 94 carriers for carriage of
cargo to their destinations.
JetPrivilege is Jet Airways’ global frequent flyer programme.
With JetPrivilege, members enjoy a truly rewarding experience with unique

privileges across five membership tiers: Blue, Blue Plus, Silver, Gold and the
exclusive Platinum.
JetPrivilege members can expect to earn more miles, enjoy more benefits,
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quicker tier upgrades and easier tier retention, enhanced rewards and easier
redemption.
Key features that make the JetPrivilege programme a winner:

• Ease of enrolment
• Five membership levels
• Faster tier upgrades
• Easier tier retention
• Personalized web access.
• Multiple mileage earning opportunities
• JetPrivilege membership updates on SMS
• Global partnerships
Highlights of Privileges
The JetPrivilege programme offers members benefits and privileges based on
their membership tier. Some of the benefits are as follows: Check-in at
Première counters, lounge access, additional baggage allowance, priority
baggage handling, guaranteed reservations up to 24 hours before departure,
priority stand-by, upgrade vouchers and more. Elite members can also enjoy
benefits on select airline partners like check-in at Business or First Class
counters, additional baggage allowance, and priority luggage handling. Click
here to know more.
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Visit India Fares: We offer special "VISIT INDIA USD FARES" for 7-day,
15-day and 21-day travel.
Holiday Packages: A range of innovative JetEscapes travel packages in

association with India's leaading hotels and resorts. Packages are inclusive of
return airfares.
IN FLIGHT VIEW
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In-flight Facilities: Jet Airways passengers are warmly greeted on board

by our multinational crew offering welcome drinks, fresh juices and
refresher towels.
Pillows and blankets are available on request on all flights.
A wide choice of newspapers and magazines are offered. The monthly In-
flight magazine Jet Wings is placed in each seat pocket for your pleasurable
reading. Première passengers may request for exclusive stationery.
Jet Airways offers customers exemplary in-flight services in First Class,

Première and Economy classes on all sectors. A choice of vegetarian or non-
vegetarian snacks and hot meals are offered in First class, Première and
Economy class. All meals are cooked in pure vegetable oil. We also offer a
variety of special meals to cater to your every need. Passengers can request
for a special meal to be catered onboard 24 hours prior to their flight with our
reservations department. During flight, the Crew will take special care of
unaccompanied minors. A special giveaway 'Jet Kids' is offered to children
for their recreation.
For their International Operations, they have multinational Cabin Crew

to cater to their valued customers. A wide-choice of in-flight entertainment,
gourmet meal service using elegant cutlery, exquisite French Wines and Swiss
Chocolates, and the finest assortment of coffee and tea. Passengers can choose
from signature Continental, Oriental and Indian menus which will be served
on request.
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Choice of Australian wines and liquor, comfortable seating, in-flight audio-

video, brewed coffee are all available in the Economy class.
Internationally, the IFE systems are available on a selected fleet strength.
"Jet Screen" is also available on aboard these international flights, with a

choice of Hollywood and Bollywood movies from the latest blockbusters to all-
time classics. Regional cinema in Tamil, Gujarati and Punjabi languages with
English subtitles, Sports, Short features features include 'Everybody Loves
Raymond' to the Indian stock market's success stories in Wizards of Dalal
Street and children's programmes. They also screen Film Festivals that
celebrate the finest in world cinema.
On the Airbus 330 aircraft Jet offers state-of-the-art Panasonic 3000i
AVOD(Audio Video On Demand) entertainment to every single passenger on
the Airbus 330. The film and audio content is changed on a bi-monthly basis.
Eight music channels are also offered to the passengers. These include a
selection of the latest Bollywood numbers, international Pop music, melodious
ghazals, soulful Jazz, Classical Indian and Western music and more.
A selection of 5 multi-level and multi-player games and iXPLOR, an

innovative moving map that gives locational insights into the flight plan is
available to all the passengers as well.
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For the "Première" passengers flying internationally to Singapore and Kuala

Lumpur, on board our Boeing 737 aircraft we offer an individual Personal
Entertainment Appliance (PEA), a handheld device capable of delivering
Audio-Video-On-Demand. We offer five English, four Hindi and two
Tamil movies here. All Hindi and Regional movies have English
subtitles.
In Economy class, dropdown screens provide route-specific main screen
entertainment that changes depending upon the direction (outbound /
inbound). Feature films and TV shorts compilations are changed once a
month. Fresh titles are added on a bi-monthly basis.
A selection of eight audio channels is also offered to all passengers.

Jet Airways on its select domestic flights offer "JetScreen", the in-flight
entertainment for domestic air travellers. This state-of-the-art Panasonic eFX
system will offer Jet Airways' customers on demand audio and video
entertainment in Première and Economy classes. Domestic passengers on-
board Jet Airways' new generation Boeing 737-800 aircraft with winglets will
also have access to over 100 hours of award wining shows from Bollywood
and Hollywood, eight audio channels and over 70 audio CDs, games and
iXplor - an innovative moving map that gives locational insights into the flight
plan.
This system provides for nine inch video monitors mounted with touch
screens in Première and a seven inch touch screen monitor at the back of
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every seat in economy class. These individual LCD screens are currently the
biggest in the Indian skies
JetWings International, a bi-monthly magazine is placed in each seat

pocket of all our international flights.
Jet Airways flights are non-smoking flights.
In accordance with the Government of India's regulations, consumption of

alcohol is not permitted on Jet Airways' domestic flights.
Safety instructions and Emergency procedures are explained by the Cabin

Crew on each flight in Hindi and English. Safety Briefing cards are placed in
each seat pocket for additional details.
On our International flights Safety instructions and Emergency procedures
are demonstrated by the use of safety video on each of these flights in Hindi
and English. Safety Briefing cards are placed in each seat pocket for
additional details.
Safety Instruction Manuals in Braille are placed on all Jet Airways' flights for
visually impaired passengers,
Jet Airways Cabin Crew is trained to a very high standard of Safety and First
Aid by Instructors with International experience.
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A first-aid kit is available with the cabin crew. Passengers are requested to
refrain from using electronic devices during take-off and landing.
Cellular phones must always be in 'Power Off' mode from the time of
boarding the aircraft till disembarkation.
CITIZEN CHARACTER
Jet Airways is India's largest domestic airline in the private sector. We also
fly to certain international destinations. This Citizen's Charter provides
important information to help the customers, their valued guest, when they
have the pleasure of flying them. It also:
• Sets out our commitment to quality

• Describes our services
• Guides you where to find more information about us
Commitment to Quality
Their commitment to provide the highest standards and quality of service is
set out in their Corporate Mission Statement.
NETWORK AND FLEET

Domestic: Jet presently operates over domestic flights daily to destinations
covering the length and breadth of the country, a measure of their
commitment to providing extensive air connectivity to all regions of the
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country. Their extensive network also connects the remote regions such as the
North East, Jammu and Kashmir with the rest of the country. We fully
comply with the Route Dispersal Guidelines mandated by the Government of
India for all scheduled airlines.
International: In addition to their scheduled domestic services, they also

operate regular scheduled services to Abu Dhabi, Bahrain, Bangkok,
Brussels, Colombo, Dhaka, Dubai, Hong Kong, Kathmandu, Kuala Lumpur,
London, Newark, New York, and Singapore. The airline is expanding its
international operations.
You can obtain details of our flights and flight timings on our Online flight
schedules or our time-table which is available free of charge from our offices
and ticket counters at airports; and Our authorised travel agents.
Jet Airways fleet consists of Boeing 777-300, Boeing 737 Classic and
Next-Generation aircraft, Airbus 330-200 and the modern ATR72-500 turbo-
prop aircraft. The Boeing fleet is currently used on select international sectors
in addition to domestic routes. Their A330-200 aircraft are primarily used on
long haul sectors. The ATR72-500 fleet is used mainly for regional domestic
operations to connect interior points with metros and state capitals, consistent
with market requirements. The average age of their fleet is approximately 4.2
years.
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Jet Airways Boeing 737 aircraft offers Première (Business Class) and
Economy class cabins on most flights. Their ATR72-500 aircraft offers only
Economy class seating. They also offer only all-Economy seating / services on
a few sectors operated by their Boeing 737 aircraft. Their Airbus 330-200 and
Boeing 777-300E aircraft offers "Première" (Business Class) with luxurious
seating where customers are assured of either an aisle or window seat with
world class flat beds. The Airbus 330-200 offers a seat pitch of 32 inches in
Première, while the Boeing 777-300E offers a seat pitch of 49 inches in
Première.
MAKING RESERVATIONS
Jet Airways Reservations System is hosted on Sabre, a leading International

Reservations System, and they are marketed by major Global Distribution
Systems within and outside India. You can make reservations by visiting or
calling any of their offices and through over 2000 authorised travel agents
throughout India and over 66 General Sales Agent (GSA) offices worldwide.
For their domestic and international flights you can also book, pay and print
your electronic ticket (eTicket) by making an online reservation through
otheir website.
Jet Airways offers 24-hour tele-reservation services.
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When you make a reservation for a flight, you will be given a time limit by
which ticketing must be completed. If ticketing is not done, their system will
automatically cancel the reservation. Instant ticketing is also required for
tickets purchased under select concessional fares. Please make a note of your
Passenger Name Reference (PNR) as you will need to refer to it in case you
want to change your travel plans. Please indicate your meal preference (and
your child's meal preference if your child is travelling with you) at the time of
booking. They will make every endeavor to uplift your meal preference.
Please provide a local contact number or your mobile number for each
destination in your itinerary. This will help them contact you in the event of
contingencies.
TICKETING AND FARES

Fares for domestic sectors within India are published in Indian
Rupees (INR) and Unites States Dollars (USD). The INR fares are applicable
to Indian nationals permanently residing in India, Nepal and Bhutan, foreign
nationals residing in India and holding resident permits in India and foreign
diplomats residing in India holding diplomatic status as well as their
dependent family members. Fares for domestic sectors applicable to foreign
nationals and non-resident Indians are quoted in United States Dollars (USD).
INR tariff tickets are sold and ticketed only in India, while USD tariff is sold
and ticketed worldwide.
Fares for international sectors are published in Indian Rupees (INR) and in
the local currency respectively. For example, Mumbai-Singapore-Mumbai
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fares are published in INR and Singapore-Mumbai-Singapore fares are

published in Singapore Dollars (SGD).
All basic fares for domestic and international routes are quoted before taxes,
surcharges, and fees. In addition to the basic fare, we are required by the
Government to charge and collect Passenger Service Fee (WO) as applicable
in case of both INR and USD fares for domestic and international sectors.
This is applicable for each flight coupon, that is, for each sector of travel.
Besides, insurance and fuel surcharges (YQ) are also levied in case
of both, domestic and international sectors, applicable per flight
coupon. These two levies (WO and YQ) are collected along with the basic fare
at the time of issuance of the ticket.
Change in Fare: Please note that fares are subject to change without notice.
Unless otherwise specified, if you have purchased a ticket before the date of a
fare increase and travel after the fare increase has taken place, you will not be
required to pay the difference for the ticketed itinerary. However, in case
there is a change in the booking or routing, the revised fare(s) will be
applicable.
CHECKING IN
Domestic flights:
For domestic flights, please check-in at the airport of embarkation at least 60
minutes before the scheduled time of departure, and at Jammu, Leh &
Srinagar Airport, 120 minutes prior to departure. Jet normally starts check-
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in 120 minutes before departure for domestic flights. For domestic flights,
check-in counters are closed 30 minutes before departure time for all classes.
SMS checkin, Tele & Web checkin guests who have not reported to the
airport by 40 minutes before departure, will be offloaded from the flight and
have their seats released for guests on standby.
IN FLIGHT SERVICES
Newspapers and magazines are available on board, in addition to which, they

also have their informative and colourful inflight magazine 'JetWings' on
their domestic sectors and 'JetWings International' on their international
sectors. They offer meals and beverages on our flights. The type of meal will
depend upon the scheduled departure and arrival times and flight duration.
Please observe safety demonstrations and follow all safety instructions on
board during take-off, during the course of the flight and at the time of
landing. If you are seated near an Emergency Exit, you will be briefed by the
crew regarding Emergency Procedures and are requested to pay special
attention to these requirements. Smoking is strictly prohibited inside the
aircraft on all our flights.
BAGGAGE ARRIVAL
Jet Airways undertakes to use their best efforts to carry the guest and his or
her baggage with reasonable dispatch and to adhere to published schedules in
effect on the date of travel.
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There may be occasions that a guest's checked-in baggage cannot be carried

on the flight he is travelling on. In such a case we will ensure that the baggage
is carried to the guest's port of disembarkation with reasonable dispatch.
In case of domestic sector the baggage is delivered to the guest.
If a guest's baggage is damaged, the guest should immediately report the

damage to the ground staff at arrival, before leaving the terminal building.
In the case of any damaged or missing baggage, a Property Irregularity

Report (PIR) has to be filled, which will be done by their staff at arrival.
Please note once a guest leaves the terminal building without registering a
complaint of mishandled bag, Jet Airways will not be in a position to take any
remedial measures.
On domestic sectors, our liability for loss, delay or damage to baggage is

limited to INR 450 per kg, unless a higher value is declared in advance and
additional charges are paid. Excess valuation may not be declared on certain
types of articles. Jet assumes no liability for fragile / perishable articles.
On international sectors, their liability for loss, delay or damage to baggage is

limited to USD 20 per kg, unless a higher value is declared in advance and
additional charges are paid. Excess valuation may not be declared on certain
types of articles. Jet assumes no liability for fragile / perishable articles.
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BAGGAGE ALLOWANCE
Weight Concept : Maximum dimensions of per bag (H + W + L): 115 cm (45

inches)
Piece Concept : The Government of India regulations permits only one piece
of cabin baggage on board. The dimensions of which should not exceed 115
linear cms and weight should not exceed 7 kgs.
Baggage Dimensions:
Guests are permitted to carry one laptop over and above one piece of hand
luggage as cabin baggage.
Guests traveling on flights originating from Jammu, Srinagar and Leh

stations will not be allowed to carry any hand baggage.
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Contours are available at all airports to check the dimensions. If it exceeds

these specifications, you will be requested to check your bag into the baggage
hold. Hand baggage is accepted in the cabin subject to availability of space in
the Over Head Bin. Restricted stowage space is also available under the front
seat. In the event of no space being available in the aircraft to stow hand
baggage, it will be necessary to remove and load the same in the baggage hold
as per safety regulations.
Cabin Baggage Allowance

Guests are permitted to carry one piece not exceeding 7 kgs and 115 linear
cms (45 inches). On our international routes, for First Class and Première, an
additional non rigid framed garmet bag or a laptop is allowed. For departures
out of London, only 1 piece is allowed.
Items not permitted in hand baggage

Gels, Alcohol, Liquids, Creams, Lotions, Sharp Articles etc
Guests arriving at Delhi and Mumbai from an international flight and then in
transit to another flight (International or Domestic) will not be permitted to
carry liquids more than 100ml in their cabin baggage when going
through security at these airports.
Checked Baggage
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The ticket shows your free baggage allowance. Allowances may be based on
weight or pieces (number of bags)
Class Adult Child Infant
Première 30 kgs 30kgs 0kgs
Economy 20 kgs 20kgs 0kgs
SCHEDULE/ DELAYS/ REROUTING OF FLIGHTS
Jet makes every effort to inform guests if there is a delay, re-routing,

rescheduling or cancellation of a flight. They immediately inform all travel
agents through their Global Distribution Systems (GDS). If they have your
telephone or mobile phone numbers, they will endeavour to contact you by
telephone directly or infrom you via Short Message Service (SMS).
If you provide your mobile phone number at the time of reservation, you
should receive instant flight alerts on your mobile phone in case of delays.
This service is currently available for mobile numbers registered with telecom
operators in India. Applicable terms and conditions for this facility can be
obtained from any of their offices and ticket counters. (Please refer to point
Making Reservations).
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If a flight is cancelled, they will make every effort to transport guests on the
next available flight, or on a flight of another carrier or provide them with
alternative means of transport.
The airline will comply with applicable rules and regulations of countries
where they operate to/from.
JET PRIVILEGE
With JetPrivilege, members enjoy a truly rewarding experience with unique

privileges across five membership tiers: Blue, Blue Plus, Silver, Gold and the
exclusive Platinum.
JetPrivilege members can expect to earn more miles, enjoy more benefits,
quicker tier upgrades and easier tier retention, enhanced rewards
and easier redemption.
JetPrivilege has won Freddie Awards considered 'Oscars' of frequent
flyer programmes across the world, for five consecutive years including the
most coveted 'Program of the Year' Award 2007 and 2006 for the Japan,
Pacific, Asia and Australia region.
Key features that make the JetPrivilege programme a winner:
• Ease of enrolment
• Five membership levels
• Faster tier upgrades
• Easier tier retention
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• Personalized web access

• JetPrivilege membership updates on SMS
• Multiple mileage earning opportunities
• Global partnerships
Highlights of Privileges:
The JetPrivilege programme offers members benefits and privileges based on
their membership tier. Some of the benefits are as follows: Check-in at
Première counters, lounge access, additional baggage allowance, priority
baggage handling, guaranteed reservations up to 24 hours before departure,
priority stand-by, upgrade vouchers and more. Elite members can also enjoy
benefits on select airline partners like check-in at Business or First Class
counters, additional baggage allowance, and priority luggage handling
CARGO SERVICES
Jet Airways provides air cargo transport services across their network of 44
domestic and 8 international destinations. Moreover, they also have one of the
youngest fleet in the international skies, giving shippers the benefit of our
operating efficiencies. If you need more information regarding their cargo
services or want to make a cargo booking, you can get in touch with the
airport offices or authorized cargo agents or our 24-hour Cargo Capacity and
Revenue Management Center (CCRM).
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CARRIAGE OF HUMAN REMAINS
Carriage of Human Remains (dead bodies/ashes) by Indian carriers is

governed by the Aircraft (Public Health) Rules, 1954 and certain
requirements are to be fulfilled as stated by the authority.
COMMITMENT FOR IMPROVED SERVICE
For Jet, guest feedback is an essential tool, to enable them to serve

their guests even better. Their carefully designed Service Tracker
facilitates a quantitative analysis of their services both on ground and on-
board our flights. They monitor these on a continuous basis. Besides, they also
endeavour to maintain a constant interaction with their guests in order to
maximize their efforts in serving you better.
We welcome you aboard to share the 'Joy of Flying'.
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MARKETING STRATEGIES
After having removed a row of seats from some of its planes to increase
overall leg room for passengers, Jet Airways (India) Ltd is using an
innovative, three-dimensional billboard campaign to sell the concept.
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The Mumbai billboards have images of two chairs sitting close to each other,
and then one drifting on railings to reveal the message: “We’ve removed a
row to give you more space.”
The row of seats has been done away with in Jet’s 737-800s series
planes. Removal of rows to create space for cramped passengers isn’t a new
idea as many airlines, especially in the US, have used similar tactics and
messages to differentiate their planes from rivals. Several other companies,
such as auto makers (with sections of cars) and even coffee companies (Bru
used chairs and tables) have used three-dimensional billboards to stand out.
Jet Airways wanted to create an impact and effectively communicate that we

have removed a row of seats from our domestic flights, thereby giving more
space on our domestic flights. The outdoor innovation has only been done in
Mumbai considering the restrictions on the same in other metros. They would
be communicating through hoardings in Delhi, Chennai, Kolkata and
Bangalore.”
This campaign has a budget of Rs55-60 lakh. Jet is a large user of outdoor
media and is believed to spend as much as Rs10-Rs12 crore a year, some 20%
of the airline’s marketing spend. Jet Airways was one of the early entrants in
the aviation business, as also the first private airline to fly to overseas
destinations and had a relatively simple creative message: “Jet Flies to 44
Domestic and 8 International Destinations”.
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Earlier, the positioning of the Jet brand was such that it reflected
aspirational value. It was an aspired brand while all the rest were
tired and perspired brands. Today it’s different. They have found a
competitor in their own league in form of Kingfisher. There is a switch taking
place, with some customers shifting loyalties to Kingfisher.
AFFILIATE MARKETING
Jet Airways, the nation’s largest domestic carrier, has rolled out an affiliate
marketing program in the market, as part of the company’s new digital
marketing strategy to increase its revenue.
During the announcement, the company said that the program will be
managed by Shoogloo Affiliate Marketing.
Under the program, the Jet Airways Affiliate Program provides Affiliate
Partners with websites the opportunity to partner one of India’s leading
brands, and generate revenues per conversion by promoting the airline’s web
sales.
In addition, Affiliate partners may integrate Jet Airways’ booking engine on

their site and allow visitors to book Jet Airways tickets online.
It may be noted that these online sales are tracked via a unique id provided to
each Affiliate Partner.
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Apart from getting direct access to the airline’s state-of-the-art

customized booking engine,Affiliate partners also get promotional content
and banners on a regular basis, thus helping them promote the airline
effectively.
This ‘quick and easy to join’ Affiliate Program helps partners earn
incremental income on every successful transaction referred to the airline’s
website, by their site. However, it also gives the company a great opportunity
to further increase its online presence and generate incremental sales through
this channel.
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SWOT ANALYSIS
Strengths
• Market drivers
• Experience exceeding 14 years
• Market Leader
• Largest Fleet size
Weakness
• Loosing domestic market share
• Scope for improvement in flight service
• Weak brand promotion
Opportunities
• Untapped air cargo market
• Scope of international service and tourism
Threats
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• Strong competitors like Kingfisher
• Fuel price hike
• Overseas market competition
MARKET SEGMENTATION OF JET AIRWAYS
Jet Airways currently operates a fleet of 89 aircraft, which includes 10 Boeing

777-300 ER aircraft, 12 Airbus A330-200 aircraft, 53 next generation Boeing 737-
700/800/900 aircraft and 14 modern ATR 72-500 turboprop aircraft. With an
average fleet age of 4.74 years, the airline has one of the youngest aircraft fleet in
the world.
Flights to 66 destinations span the length and breadth of India and beyond,
including New York (both JFK and Newark), Toronto, Brussels, London
(Heathrow), Johannesburg, Hong Kong, Singapore, Kuala Lumpur, Colombo,
Bangkok, Kathmandu, Dhaka, Kuwait, Bahrain, Muscat, Doha, Abu Dhabi, Dubai,
Jeddah, Sharjah, Dammam and Riyadh.
Jet Airways (including its all-economy, no-frills Jet Airways Konnect service)
operates over 390 flights daily.
About Jet Airways Konnect/ Konnect Select services

Jet Airways ‘Konnect Select’ services - a premium cabin for business and leisure
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travellers offering more flexibility, comfort and benefits, and Jet Airways Konnect
services offering economy seats with value-for-money fares, for the low-fare
segment - are available on key domestic routes, linking five major metros-
Mumbai, Delhi, Chennai, Bengaluru and Kolkata - with several destinations across
India, operating over 200 flights daily.
Jet Airways Konnect is Jet Airways’ all-economy service on key domestic routes,
designed to meet the needs of the low-fare segment with value-for-money fares.
Jet Airways Konnect links five major metros- Mumbai, Delhi, Chennai, Bengaluru
and Kolkata - with several destinations across India, operating over 195 flights
daily.
About Jetlite
JetLite is a wholly owned subsidiary of Jet Airways India Ltd. and was acquired
by Jet Airways in April 2007. Positioned as an all-economy, no-frills airline,
JetLite operates a fleet of 24 aircraft, which includes 18 Boeing 737 series and 6
Canadian Regional Jets 200 Series. The airline flies to 28 domestic destinations
and 2 international destinations (Kathmandu and Colombo), operating over 110
flights a day, on average.
Jet Airways, Jet Airways Konnect, its all-economy, no-frills service, and Jetlite
have a combined fleet strength of 113 aircraft and operate over 500 flights daily.
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Jet Airways (India) Limited is an India-based company. The Company operates in

two segments: airtransportation and Leasing of Aircraft. It also has two geographic
segments: domestic (air transportation within India) and international (air
transportation outside India). As of March 31, 2010, the Company
operates flights to 23 international destinations. The Company has a frequent flyer
program named Jet Privilege wherein the passengers who frequently use the
services of the airline become services of the airline become members of Jet
Privilege and accumulates miles to their credit. Jet Lite (India) Limited operates a
fleet of 25 aircraft, which consists 18 Boeing 737 series and seven Canadian
Regional Jets (CRJ) 200 series. The airline flies to 28 domestic destinations and
two international destinations (Kathmandu and Colombo), operating over 110
flights a day, on an average. The Company's subsidiary includes Jet Lite (India)
Limited.
SHORT COMPARISON
JET AIRWAYS
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V/s
KINGFISHER
AIRLINES
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v/s
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KINGFISHER AIRLINES JET AIRWAYS

Kingfisher is one of the latest airlines Jet Airways is the experienced airlines
of India of India
Kingfisher acquired 46% share in Air Jet Airways acquired Air Sahara in
Deccan 2006
The expense to income ratio of Jet Its expenses are more. It spends 49%
Airways is less more than income generated
Domestic airlines poised to go Jet Airways have domestic and
international flights. international flights.
In short span of time its market share Jet Airways has market share of
is approximately 30% including Air approximately 31% including Sahara.
Deccan.
They have a training academy. They are planning to start training.
Personal inflight entertainment is Personal inflight entertainmentis low.
high.
CHALLENGES FACED BY AIRLINE INDUSTRY
After a period of drastic growth, Indian Airlines is now gripped with

challenges that are also impacting the industry across the globe, including
high Aviation Turbine Fuel (ATF) prices, rising labor costs, shortage of
skilled labor, excess capacity, huge debt burden and intense price
competition.
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HIGH AVIATION TURBINE FUEL (ATF) PRICES
ATF prices now form around 80% of the total operating costs of Airline
Industry. The industry across the world continues to be plagued with high
ATF prices which have demonstrated the inverse relationship between airline
stock prices and fuel prices. ATF prices have almost doubled over the last
year. Almost all Indian carriers are also feeling the heat and are desperately
resorting to measures like cutting routes, increasing fuel surcharge,
promoting the use of e-tickets and charging for food items to reduce their
losses. Skyrocketing ATF prices, depreciating rupee coupled with global
recession has directly impacted the Indian Airline Industry. The industry
reported a $10.4 billion loss in the last year. Increasing air fares have worked
against the logic of increasing profits, as it has resulted in decreased air
traffic. Besides focusing on designing fuel efficient engines, aircraft
manufacturers like Boeing and Airbus, along with OEMs are developing
sustainable bio-fuels which will give them some relief from the vulnerability
of profits due to consistently rising fuel prices.
EXCESS CAPACITY
Driven by the drastically increasing passenger traffic over the last 3 years,
almost all Indian airlines build their capacity assuming the growth would
continue over the next few years. Several new aircrafts were bought within a
short span of time which resulted in excess capacity of around 15% to 20%.
Aircrafts ordered during good times are being delivered during recession.
According to industry experts, around 17% of the current fleet (around 4,000
aircraft) are scheduled for delivery during the next 3 years. Even though the
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industry grew above 40%, almost half of the growth was primarily stimulated
due to low fares. Maintaining such low levels of fares will be difficult due to
excess capacity, especially during the ongoing global slowdown. Consolidation
therefore seems to be the next logical step to get rid of this excess capacity
problem.
HUGH DEBT BURDEN

Healthy profits and increasing passenger traffic saw airlines raising
significant amount of capital from Financial Institutions and Banks to fund
their aggressive expansion plans. Banks also were liberal in lending airlines.
The top three airlines including Air India, Kingfisher Airlines and Jet
Airways are now carrying a cumulative debt burden of approximately $8
billion. Incidentally, this is almost equivalent to the losses of $8.5 billion
posted by all global carriers. Restructuring this huge amount of leverage will
be a challenge as resorting to equity capital will also be equally difficult
during economic slowdown.
POOR INFRASTRUCTURE
Infrastructure continues to be a major constraint for Indian Airline Industry
today, which has been aggravated further due to excess capacity created
during good times. Maintenance and Air Traffic Control (ATC)
infrastructure are grossly inadequate if the industry expects to grow any
further. While steps are being taken on this front to upgrade major airports
in Mumbai, Delhi and Hyderabad, security concerns still remain to be
addressed. Attracting investments from private sector will go a long way to
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develop and maintain the infrastructure which is crumbing due to the built-
up excess capacity.
Regional Connectivity
Even though the industry is weighed down with excess capacity, regional
connectivity continues to be poor, primarily due to the lack of infrastructure.
Industry experts suggest that increasing regional connectivity instead of
concentrating in metros and redeploying current fleet to routes where there is
demand will help airlines in managing their excess capacity.
CONCLUSION
Indian Airline Industry was one of the fastest growing Airline Industry across
the world during the last decade. However, skyrocketing fuel prices, economic
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slowdown, slashed corporate travel budgets over the last 3 years has forced all
Indian Airlines to rethink their business model. Excess capacity build-up and
poor infrastructure continue to plague the industry which is also experiencing
a decline in passenger traffic at the same time. Mergers, liquidation and
consolidations seem to be necessary. Improving energy efficiency of engines,
developing infrastructure, increasing regional connectivity will definitely have
a positive impact on the industry.
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AIRLINE INDUSTRY: KINGFISHER V/S JET AIRWAYS

Airlines Industry in India is one of the fastest growing airlines industries in

In 1990 government adopted open-sky policy. Indian Airlines, which had

Overview of Indian Airline Sector

Liberalization on Aviation sector followed a rapid transformation of Indian

1911: Domestic commercial aviation is born in India when on February 18,

1927: Imperial Airways extends to Empire Routes to India, connecting India

1945: second domestic airline, Deccan Airways, is founded Seventy-one per

Indian Airlines Corporation inherits a large fleet of 74 DC-3 Dakotas, 12

1985: Captain Saudamini Deshmukh commands the first all-women crew

Capt Nivedita Bhasin of Indian Airlines at 26 becomes the youngest pilot in

1997: A group of army aviation professionals gets together to set up Deccan

MAJOR COMPETITORS OF AIRLINE INDUSTRY

The major players of airline industries are:

6. PARAMOUNT AIRWAYS PRIVATE LTD

Kingfisher Airlines is a major India-based airline group. It has its registered

With Kingfisher, guests can anticipate to indulge in first-of-its-kind luxury

Kingfisher Airlines is also the sponsor of F1 racing outfit, Force India, in

BIRTH OF KINGFISHER AIRLINES

The Kingfisher airline started operations on 9 May 2005. The airline

is wholly owned by the United Breweries Group headed by Mr. VijayMallya.

Kingfisher promises to suit the needs of air travelers and to provide

On December 19th, 2007 Air Deccan and Kingfisher Airlines decided to

KINGFISHER HEAD OFFICE, BANGALORE

VISION AND VALUES

Free Check-in Baggage Allowance is effective only on sectors operated by

Delayed or missed baggage

In today’s competitive business environment, the pressure on productivity,

Whether you are 6 or 66, onboard Kingfisher Airlines, your experience

KINGFISHER IN FLIGHT VIEW

AIR ROUTES OF KINGFISHER

KFA started its operation in May 7, 2005, positioning itself as a budget

Following strategies were followed to make it one of the leading Airlines in

It planned to re-launch its commercial air service called UB Airway again

• The company started addressing its customers as “GUEST” rather than

KFA’s Promotional Strategies

• Advertisements hoardings at airports depicted the stylish interiors of

KFA’S Financial strategies

• KFA was first Indian carrier to place an order for A380s.

• In November 2005 it placed an order for 30 A 320 and 20 ATR72-500

KFA set up Kingfisher International Inc. (KII), a subsidiary in US for its

KFA’S Human Resource Strategies

Prior to launch, KFA signed a “non-poaching alliance” with Air Deccan

 Domestic and International transport service.

 Sleepiest seats with extendable footrests. Fully adjustable headrests.

 Laptop & Mobile phone chargers in each seat.

 Comfortable pillows & snug blanket.

 No differentiation between business class and economy class.

 Higher income group as well as the upper middle class background.

 Target those segment which are willing to pay more luxury.

 Target the metro cities.

 Event & Advertisements.

 Kingfisher Airlines started its operations on May 9, 2005 with a fleet of

 Being a service industry it has two types of customers: External

 Superior product on ground, the business class is being equated with

 UB group backing for raising financing.

 Well capitalized Airlines & prepared to take losses.

 Better handling of employees & staff and less centralized style of

 Chairman Mallya's grand vision where it is looking to be among the

 Kingfisher still to build itself into an organization, structures yet to fall

 Not as professionally run as other private airlines, still to build a

 Mallya’s knowledge of the sector does not parallel with other

 Unable to leverage connections to the same extent while lobbying.