GAURAV SHARMA ROLL NO.- 17 GAUTAM SHARMA ROLL NO.- 19 RAHUL BAGGA ROLL NO.- 40 RITIKA MAHAJAN ROLL NO.- 43 VIKAS SOOD ROLL NO.- 61

Airline Industry Projections for the Industry Major players and market share Porter’s Five Forces Analysis Kingfisher Airline SWOT Blue Print of Kingfisher Airlines 7 P’s of service marketing Our Recommendations

FLOW OF PRESENTATION

AIRLINE INDUSTRY

PROJECTIONS

India-Domestic Passengers share

PORTER’S FIVE FORCES ANALYSIS

Kingfisher Airlines is a Bangalore based airline and wholly owned subsidiary of United Breweries Holdings Limited

It started its operations in May 2005 and today serves 96 destinations

Vision: “The Kingfisher Airlines family will consistently deliver a safe, value-based and enjoyable travel experience to all our guests.”

This airline was introduced in the market to target the domestic luxury segment

Kingfisher Airlines was introduced into the Indian airline market by the Indian Business Tycoon Dr Vijay Mallya

Kingfisher is one of only airlines in the world to have received “Five star airline award” consecutively for the 3rd year from Skytrax

STRENGTHS 1.Domestic luxury segment2.Best known for their excellent customer service3.Have generated enough ‘Talk Value’4.Highly trained and attractive staff.

WEAKNESS1.Over regulated industry2.High operational cost and low profit margins3.Inadequate infrastructure4.Declining Brand Image

THREATS

1.Growing competition2.Minimal switching cost of fliers3.Other means of transportation4.Rise in fuel price

OPPRTUNITIES1.Aviation industry is a growing industry and so are the number of air fliers2.Large number of domestic untapped routes3.Growth in the disposable income and rising standard of living

Reservation through agents or

other channels

Receiving Tickets

Arrival at airportObtain

immigration/boarding pass

Baggage Retrieval and

leaving the airportCustom Clearing

Boarding the flight, interaction

with crew (experience)

Selecting Aircraft

Recruitment and Selection

Training and Development

Scripting/ Role play

Designing the ambiance and all

tangible cues

Arranging for other tangible cues like

newspaper, magazines, food etc

FRONT STAGE

BACK STAGE

CORE PRODUCT: Transportation SUPPLEMENTARY: Check in, Food on board,

Complementary gifts, In-flight entertainment AUGMENTED: Online booking, Variety of meal

options, Pick up and drop service, Mobile ticketing CABIN CLASS: Domestic- Kingfisher First, Kingfisher Class, Kingfisher Red International- Kingfisher First and Kingfisher Class

KINGFISHER FIRST is the higher premium one and its passengers are provided with recliner seats which bend up to 125 degrees for the domestic routes and 180 degrees in the international routes. All of them are provided with personal television with AVOD screen 16 channels of Live TV, Bose noise cancellations headphones, a wide collection of Bollywood and Hollywood movies.

KINGFISHER CLASS is the lower version of the Kingfisher First with reduced services but has the entertainment facilities though with a much smaller range of choices

KINGFISHER RED is Kingfisher Airline's low-cost class on domestic routes. Passengers are given complimentary in-flight meals and bottled water. A special edition of Cine Blitz magazine is the only reading material provided.

BASED ON Location/ Destination Class of travel Load factors Date/Date of travel Season of travel Competitors pricing

Kingfisher has a wide distribution channel that gives easy access to it’s customers. Tickets can be booked through various channels

Tour Operator/ Travel Agency (Clear trip, make my trip.com) Kingfisher Call Centers Kingfisher corporate offices (13 offices in India)

At Kingfisher Airlines, ‘People’ are the most important ‘P’

People provide most of the services and therefore careful selection is done and

appropriate training is given.

Customer delight is the core focus and employees are motivated to ensure it

The airhostesses at Kingfisher come in contact with the customers in the process of

providing the service, while the cock-pit crew are employees who contribute to the

service product but do not come in direct contact with the customers.

Selection of air hostesses is done on the basis of elements like- pleasing

personality, service handling qualities, communication etc and the cock pit crew at

Kingfisher Airlines require to possess high analytical and technical skills

Also at Kingfisher, there is the ancillary service personnel, the travel agent who

plays a very important role in creating the service exchange and good terms are

maintained with these external customers

At Kingfisher Airlines, the front line staff play a critical role in ensuring that the

service is delivered to the customers as promised This ensures some amount of

reliability, and this in turn affects the degree of responsiveness

The quality of service that the front-lone staff of Kingfisher Airlines provides is

highly dependent on his/her ability to communicate their credibility

The front line staff possess ‘empathy’ which implies that these personnel listen,

adapt and be flexible in delivering what individual customers need Some of the employees at Kingfisher Airlines are sent on a 21 day 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 their respective goals

The process of Kingfisher airlines’ service lays emphasis on the involvement of channels, front line staff, travel agency offices, offices of the tour operators or so form where the services flow & reach to the ultimate users.

The process begins at the time of reservation and goes on to the confirmation of seats. For e.g.: Computer reservation system of Kingfisher Airlines enables any reservation request from anywhere in the world. The reservation facility is accessible through all-major computerized reservation system of the world.

By giving details of where to book and how to book Kingfisher airlines help in providing quality services to the customers.

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 they request.

All these facilities go a long way in increasing passenger convenience.

Facilities at the airport, the baggage handling, flight information, etc. also helps in delivering quality service and making travel a pleasure.

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.

All these procedures form a part of the total process designed to deliver quality service at Kingfisher Airlines.

Kingfisher Airlines is making every effort to constantly redefine service procedures to enhance service satisfaction levels.

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.

Boeing & Airbus are the 2 best commercial aircraft makers and almost all airline industries make use of one of these airlines. The seating is such that it is comfortable and there is enough leg space. Kingfisher uses Airbus aircrafts.

The in-flight food is another, important aspect, a wide selection of meals is offered to the passengers. Passengers are requested to indicate their reference at the time of reservation itself. Kingfisher Airlines has introduced new sleeper seats with electric controls for reclining lumbar support, leg rest extension, expanded seat back height for a more insulated environment, thus providing highly comfortable seating.

Booking offices and ticket counters at Kingfisher Airlines are extremely spacious and well designed with good looks. Further the aircrafts are given excellent exteriors and are maintained well.

The aircrafts at Kingfisher Airlines have elegant interiors well designed seats with more leg room especially in the business class.

OUR RECOMMENDATIO

NS“Fly the good

times”

CONTROL DELAY IN

FLIGHTS

CREADIBILITY GAP

BUILDING GOODWILL

Fly KINGFISHER…