KINGFISHER

AIRLINES

INTRODUCTION

Aprivate airline based in Bangalore, India

Owned by Vijay Mallya of United

BeveragesGroup.

Started its operations on May9, 2005 with

afleet of 4 Airbus A320 aircrafts.

A major Indian airline operating 218 flights

a day, with extensive networkto 37
destinations, exclusive of regional and

VISION
The Kingfisher Airlines family will consistently deliver
asafe, value-based and enjoyable travel experience to
all our guests.

Safety

Service

Happiness

Teamwork

Accountability

PRODUCT
AND PRICING

A low cost airlines (its fares are lower than other

carriers like Jet Airways), but remaining true to
its tag-line, Fly the good times

The first to offer a premium first class service

just on domestic routes.

Pricing Objective : targets high profit return

Volume Objective : achieve rupee or unit sales

growth and to expand market share price

The first Indian airline to don its aircraft with

personal video monitors for in-fight entertainment.

Attractive offers for availing of cheap tickets...

Premium class seats

Sleeperette seats with extendable footrests. 48"

seat pitch and a 125recline.Fully-adjustable
headrests.

Laptop and mobile phone charger in each seat.

SOME FACTS
AND INFORMATION

PRODUCT
Product is your core
offering . This is the
thing that will fulfill
the needs of your
customer.
If
your
product
is
faulty,
every thing else fails.
The attributes of the
product, vis-a-vis the
attributes offered by
competing
products
and substitutes, are
important
in
estimating
the
competitive scenario
for
the
marketing

PRODUCT

CORE SERVICES- Flying in style and comfort.

SERVICE

DESIGN

Different check-in options: The airlines allows it

customers to do a web check-in from its website
apart from the option of the airport check-in.

Special care for unaccompanied minors,

senior citizens and those with reduced
mobility: The airline takes the responsibility of
escorting the children safely to their destination.
The ground crew assists in check-in and boarding
process. The flight attendants take care of the child
to ensure a comfortable and enjoyable flight. At the
destination, the staff escorts the child to the arrival
terminal and meets the person named earlier. Only
after checking the credential of the assigned person
is the child released.
Guest with disabilities can expect a personalized
and caring treatment. An escort with a wheel chair
can be assigned to the Guest. Help in check-in,
boarding and disembarkation can also be availed by
guests.

At the airport
Roving agents
Valet service
Guests are offered refreshments in case of delay
Proper feedback system
Follow up
Understand and improve
Responding accordingly

AUGMENTED SERVICES
In-flight entertainment: Every seat is treated to
an individual TV with Live TV as well as well as pre
recorded in-flight entertainment channels and
Radio.

Comfort-The expansive legroom, the fully lie flat bed in

Kingfisher First and the widest seat pitch in the skies, allows
passengers to stretch their tired muscles to the fullest.
Thought delights like touch screen seat controls, sensuous
mood lighting, unique starry sky, in-seat chargers, in-seat
massagers, an exclusive amenity kit and facilities like jacket
ironing are all there to give you a feeling of sheer luxury.

Kingfisher airlines and dishtv - It

revolutionized the way Indians perceive in-flight
entertainment and enables LIVE TV onboard
every Kingfisher Airlines flight. With the launch of
LIVE TV onboard, Kingfisher created history.

VALUE PROPOSITION
Costs lower than economy class travel on full service
airlines and marginally more than the bus services type low
cost completion.
Delight and pamper their guests through unparallel services
like rover agents, web check-in, comfort and convenience.
Designer aircrafts keep the customers comfort and
convenience in mind , with kind and helpful stewards,
stewardess, air hostesses.
Various in-flight entertainment options.
Lowest per seat mile cost in India.

PRODUCT LINES
Kingfisher first
Kingfisher class
Kingfisher red

PLACE
Place or distribution is a major factor in developing
a service marketing strategy because of the
inseparability of services from the producer.
As competition grows, the value of
location becomes more important.

convenient

The availability of electronic distribution through

the World Wide Web now provides global coverage
for travel services, banking, entertainment, and
many other information based services.

Connectivity: Kingfisher Airlines flies to 38 destinations

across India. These 38 locations cover a wide geography of the
country and connect all the metros and the major cities. It also
has connectivity among the tier 2 cities of the country.
Frequency of flights: The airline currently operates 218
flights everyday across its 38 domestic destinations. The
frequency between the four metros and other major cities
such as Bangalore, Ahmedabad, Hyderabad and Pune
accounts for the maximum number of take offs every day.

Booking of tickets: The customers have an option

of booking tickets at the airport, by calling the
customer care, through travel agents and by
logging
on
to
their
website.

Promotion

Service providers look to provide

training to their staff to improve the
service delivery & promote their brand
through various methods.

Kingfisher Airlines has adopted a well rounded

approach to reach out to their customers.
Their objective is to create a place in the minds of
their customers for their brand and to ensure that the
message gets across effectively.
Kingfisher Airlines has a 360 degree promotion
strategy in radio, print, outdoor, malls and
multiplexes, clubs and pubs and there in- flight
magazine.

King Club is the airlines loyalty program.

As a member of King Club, customers

enjoy a range of exclusive privileges and
benefits for each membership level from
the moment they have reversed their
travel till the time they reach their final
destination.

The more a customer flies with Kingfisher

Airlines the more he will be rewarded.

Kingfisher Airlines has introduced a co- branded

credit card. This is in association with ICICI bank and
American Express. The card owner earns 100 points
on every spend.

The points can be converted into King Miles. The

card also comes with a lot of other benefits such as
discounts and privileges.

Various promotional strategies have been

adopted by Kingfisher Airlines like:
The Power Flyer a consumer incentive
offer targeted at the corporate traveller.
Passengers are offered in flight
entertainment options and contests like
Kingfisher flying face of the month and
attractive discounts of branded
merchandise.
Offer in-flight silent auctions for lifestyle
products and in-flight sales of dry packaged
food and beverages.

Due to these unique features , the marketing

department showcased the airlines as The new
flying experience
Kingfisher Airlines has announced special fares for
all personnel serving in the Indian Armed Forces, the
Union Government, State governments, and
employees of all public sector units in the country.
The immediate families of these personnel.

Other Promotion

Celebrity Branding, F1, Kingfisher Calendar,

Sports Events & Shows

People

Service organizations gain a competitive

advantage through their service personnel.
Customers often judge the performance of a
service organization by associating it with
the behaviour and attitude of its service
personnel.

At Kingfisher Airlines, people are the most

important p.
Kingfisher Airlines cabin and ground crew is the
hallmark of their services.
The real winning factor for Kingfisher Airlines is the
quality of staff service being provided to customers,
and it is of course critical that the airline is able to
sustain these high quality levels.

Staff delivers high standards of service efficiency,

and in a sincere and charming manner that makes
the airline stand out from the rest. The crew
undergoes rigorous training programs.
Dr. Mallya handpicks the air hostesses for his
Airline as they is expected to possess a pleasing
personality with polite service handling.
Whereas the cock pit crew at Kingfisher Airline
require to possess high analytical and technical
skills.
At Kingfisher Airlines, the front line staff play a
critical role in ensuring that the service is
delivered to the customers as promised.

Kingfisher Airlines has also instituted the Kingfisher

Training Academy to cater to the growing demand for
trained service oriented professionals.
The academy provides intensive training on Airlines
Orientation covering Airline rules and regulations,
Cabin Familiarization, Galley Management and
Announcement Delivery.
Some of the employees at Kingfisher Airlines are sent
on a 21day training programme to the US and
Frankfurt which motivates them to stay on with
Kingfisher.
They are also provided with offers such as one-month
bonus or some incentives, on the achievement of the
sales targets.

PHYSICAL EVIDENCE

Physical Evidence refers to

the environment in which
the service is delivered and
where the service industry
and customer interact

At Kingfisher Airlines, the aircraft by itself, the seating

configuration which is meant to be comfortable and
spacious, and the in-flight food provided would make up
the physical evidence in this service.

Also the moment the passenger enters the aircraft, what

strikes him is the bold use of RED colour.

Booking offices and ticket counters at Kingfisher

Airlines are extremely spacious and well
designed with good looks

Boeing & Airbus are the 2 best commercial

aircraft makers and almost all airline industries
make use of one of these airlines.

Dr. Vijay Mallya, envisioned this lounge as one that will provide flyers a taste
of the wonderful experience they'll have on the flight, even before they
board. This snazzy lounge offers world-class facilities to cater to the premium
class traveller both business and first class.

The corporate colour, red, is highlighted in the

panelling, seating, flooring and the lighting to create
a relaxing and soothing feel

Designed to cater to 70 business class and 20 first

class travellers

An array of exclusive facilities that include a library,

communication and shower facilities. It also offers
dedicated buffet and eating areas.

Other general facilities available are high-speed

broadband Internet access, and food and beverage.

Bar service

Domestic lounge of Delhi

Airport

WORLDCLASS CABIN
CREW
Staff deliver high standards
of service efficiency, and in
a sincere and charming
manner that makes the
airline stand out from the
rest.

Kingfisher could be trying to get

some senior foreign cabin crew to
train their Indian employees to
provide a world class inflight
service .

GOURMET CUISINE

 Chicken Chilli and Teppan

Vegetables,
Tofu in Schezwan Sauce and
Asian Greens,
Paneer Biryani and Dal
Bukhara,
Methi Murgh Khaas,
Thai Green Curry with Tofu,
Murgh Dum Biryani,
Scallion & Celery Chicken

KINGFISHER MAGAZINES

Hi!
BLITZ

Hi!
LIVING

FUN
TV

Kingfisher Airlines was the first

Indian carrier to offer In-flight
Entertainment onboard its flights
across the country.
Kingfisher Airlines FUN TV comprises
of 16 channels of LIVE TV showing:
business news, current affairs,
popular sitcoms, live sporting action,
Hollywood and Bollywood
blockbusters, chartbusting music,
travel and lifestyle, 5 channels of the
very popular broadcasted video
content and 1 moving map channel.

PROCESS
The aim of the Service organization should
be to make the customer processes faster
and simpler for the customers

CUSTOMER

Flowchart for Kingfisher Airlines processes

Transfer
to airport

Book the
ticket

Check in
luggage

Security
Check

Transfer to
Plane

Order
Food,
magazi
nes,
papers,
Use
restroo
m

Take-off

Plane
lands

Transfer Collect
To airport Baggage
and
leave

SUPPORT PROCESS CONTACT PERSON

(Back Stage) (On Stage)

Line of Interaction
Greet and
take bags
Through
travel
agent or at
airport
itself

Through
shuttle

Check
passeng
er

Serve
custom
ers

Send-off
customer
s

Throug
h
Shuttle

Deliver
bags

Greeting
and security
demonstrati
on
Communicate
With control
tower

Load Bags
On plane

Remove
Bags and
transfer
To airport

Line of Visibility

Line of Internal Interaction

OnlinePayme
nt
throug
h CC

Through
Conveyor
Belt

Metal
detectors

Loading up food,
fuel, and clearing
for
Take-off

Conveyor
Belt

PROCESS

They provide easy booking of tickets by either booking them

online or calling their 24/7 customer care or designated agents.

They also offer a personal valet service at all airports who assist
in baggage handling and boarding, exclusive lounges with
private space, accompanied with refreshments and music at the
airport and on demand audio and video inside the flight.

Facility of web Check-in where people can print their boarding

pass and choose their seat as per their preference.

Check in facility at New Delhi Metro station.

doorstep delivery of tickets on guest request.

They also offer concession, by not charging any cancellation charges and
also giving them the option to make a change in the reservation status if
it is possible.

In the aircraft, the meal service, in-flight entertainment,

reading material, in-flight amenities, etc. enable the
travelers to have an enjoyable and convenient travel.
The Roving Agent

All these facilities go a long way in increasing

passenger convenience.

ONGOING CRISIS

Ever since the kingfisher airline commenced operations in 2005, it has

been reporting losses. After acquiringAir Deccan, Kingfisher suffered
a loss of over 1,000crore(US$189 million)for three consecutive
years. By early 2012, the airline accumulated losses of over 7,000
crore(US$1.32 billion)with half of its fleet grounded and several
members of its staff going on strike.

The lack of management Frequent cancellation of flights ,

nonpayment to employees, rude staff laid the ground for Kingfishers
grave. Kingfisher reputation took a beating when it was known that
employees tax were not submitted to government on time since the
last three years!

Latest news is that Kingfisher employees have been not paid seven
months salary. On 20th October 2012, the Directorate General of Civil
Aviation suspended Kingfishers license after it failed to address the
Indian regulator's concerns about its operations.

SUGGESTIONS
1.

Kingfisher should focus on the timing of the flights and should introduce early morning and
late evening flights specially for the Business Travellers and design it especially for them.

2.

They can expand their product line by starting their own air cargo division.

3.

They can start providing services at competitive prices by starting up no frill airlines.

4.

They can eliminate the pre-allocation of seats.

5.

It should stop flights on those routes which do not have heavy traffic.

6.

They can train their employees to cater customers from around the world and hire foreign
staff for international flights.