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Group Information
Sr.
No.
Name Roll
No.
1. Abdul Azeem Abdul Rehman 01
2. Shafiulla Ansari 04
3. Ganesh Pawar 33
4. Suresh Anbalagan 43
5. Ravikumar Itte 55
Kohinoor Business School,
Mumbai

History
• Parent company --- United Breweries Group –
Thomas Leishman (1857)
• Vijay Mallya – 22 - Director (1947) – Chairman
(1948)
• McDowell – Kingfisher (1950-60)
• Kissan -- Hoechst AG – Aventis Pharma – Sanofi-
Aventis
• Kingfisher Airlines – 2003…2005 – Airbus A320s
– Domestic (25 destn) – 2008 – International –
2007-11 - Air Deccan (Kingfisher Red) (LCC) –
Rs.10bn – 2014 – NPA – >Rs.40bn

The 7 Ps
1. Product
– Kingfisher First (International & domestic routes)
– Kingfisher Class (International & domestic routes)
– Kingfisher Red – formerly known as Air Deccan
(Domestic routes)

3. Place
• “Vijay Mallya” himself is a brand and the
brand “Kingfisher” has also established a
remarkable standing in the market place.
• Kingfisher has a wide distribution channel that
gives its easy access to its customers.
• Tickets can be booked through various
channels:-
a. Consolidation
b. Tour operator/travel agency
c. Direct through home leased system

5. People
• At Kingfisher Airlines people is the most important “P”.
• People provide most service that is the selection, training and
motivation of the employees.
• They are also provided with offers such as one month bonus
or some incentives, on the achievement of the sales target.
6. Process
• The process of Kingfisher Airlines’ service lays emphasis on
the involvement on channel, front line staff, travel agencies
officers, offices of the tour operators and reach to the
ultimate users.
• The process begins at the time of reservation goes on to the
confirmation of seats.
• By giving details to where to book and how to book Kingfisher
Airlines helps in providing quality services to the customer.
• Kingfisher Airlines makes every effort to constantly redefine
service procedure to enhance service satisfaction level.

SWOT Analysis
STRENGTHS
 Strong Brand Value and
Reputation.
 Strong Backing.
 Quality Service and
Promoters.
 More than 80
Destinations.
 One of the most rated
Domestic Airlines in
India.
WEAKNESSES
 High Ticket Pricing.
 Strong Competition.
 Financial Issues.
 Laying off Employees.

SWOT Analysis
OPPORTUNITIES
 If able to Survive.
 Untapped International
Market.
 Expanding Tourism
Business.
 Best Amenities in Indian
Skies.
 More Domestic and
International Destinations.
THREATS
 Falling Demand.
 Economic Slowdown.
 Infrastructure Issues.
 Rising Fuel Cost.
 Over Capacity in the
Skies.

Value Proposition Communicated
• Various in-flight entertainment options (IFE), the
first Indian airline to have on every seat.
• Designer aircrafts giving extra legroom.
• Pampering the passengers with quality service
and extra helpful staff and cabin crew.
• The LCC costed lower than the economy section
cost of other competitor airlines.
• BOSE headphones, "welcome kit" consisting of
goodies such as a pen, facial tissue and
complimentary bottle of lemonade and live TV.

Value Proposition Communicated
• On-ground valet service for baggage handling and
assistance.
• Loyal passengers were awarded with King Club
membership in which their points could be
redeemed for free air tickets.
• Lowest per seat mile cost in India.
• Rated 5 star Airline by Skytrax, an United
Kingdom–based consultancy which runs an airline
and airport review and ranking site.
• In all, 15 awards were given to Kingfisher Airlines.

Types of Positioning Strategies
• By Product Attributes and Benefits.
• By Price and Quality
• By Use and Application
• By product Class
• By Product user
• By Competitor
• By Cultural Symbols

STP Analysis
• Segmentation
– Geographical
– Density
– Social Class
– Income Class
• Targeting
– Kingfisher First --- Company Executives
– Kingfisher Class --- Upper Middle Class
– Kingfisher Red --- Middle Class

STP Analysis
• Positioning
– Lifestyle
– Benefits
– Quality

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Kingfisher airlines

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