Akshay Goyal Shobhit Garg Abhinav Sharma Amit Agarwal Saswat Mohapatra

Introduction
Kingfisher Airlines was established in 2003 It is owned by the Bengaluru based United Breweries Group It is one of six airlines in the world to have a 5star rating from Skytrax Kingfisher operates more than 375 daily flights to 71 destinations It started commercial operations in 2005 It started its international operations in 2008

Introduction(contd.)
Kingfisher Airlines offers three unique classes of service
Kingfisher First (Business class) Kingfisher Class (Premium economy) Kingfisher Red (Low fare)

There is no passenger for Kingfisher Airlines It offers an experience of a lifetime Conformance with global standards Brand-new fleet equipped with the latest technology

Segmentation
Kingfisher Airlines has a clearly defined target audience
Kingfisher First for affluent class guests Kingfisher Class for upper-middle class guests Kingfisher Red for middle class guests

Guests are in the age group of 25-45 years They are aware of international travel trends They are modern, trendy and upwardly mobile looking for a great flying experience

Pricing
The pricing strategy aviation industry is highly dependent on the behaviour of the crude oil prices, dollar rates and competition Fuel at present accounts for 45 per cent of an airline s total operating cost

Pricing (contd.)
Kingfisher Airlines being a premium airline adopts a premium pricing strategy Kingfisher Red its low fare arm adopts a low fare pricing

Positioning
KINGFISHER FIRST Five star luxurious services for business class KINGFISHER CLASS Premium economy travellers KINGFISHER RED Best in class services amongst low cost carriers

Differentiation
Complimentary meals on board In-flight Entertainment Entertainment Magazines Valet Service

Differentiation
KING CLUB India s most rewarding frequent flyer program Personalized baggage tags Priority check-in Priority baggage assist Excess Baggage Allowance Domestic & International Lounge Access E-Ticketing/Mobile Ticketing bonus Web check-in bonus

Promotion
Events & advertisements Primary sponsor for Force India Team which was formed in 2007. Credit cards in association with Mastercard and American Express. Tie-up with hotels like Hilton group, The Leela, Trident, etc.

Promotion (contd.)
Kingfisher Airlines Tennis Open. Umpire sponsor rights for IPL tournament. Official airline for IPL tournament. Multiple touch points and tie-up with Pepsi, Inox, Tata Tetley, etc.

Brand Value Building

Focus on creating fans rather than loyalists The customer is the Guest , not a mere passenger Complementary Shirts kept for urgent use for business class travellers

Customer Expectation
Better facilities at an economical price Convenience- punctuality , baggage handling Comfort In-flight reading materials , food Luxury Entertainment

Customer Experience
Smooth and hassles check in process Clean cabin and washroom facilities Excellent cuisine Attentive & responsive cabin crew Huge leg room in economy class Entertaining journey

The best and the rest

HT Survey

The King of Good Times