Professional Documents
Culture Documents
PRODUCT AND
BRAND MANAGEMENT
Submitted to
submitted by
Mr.Krishan gopal
dinesh kumar
RT1901B50
MBA(A)
KIGFISHER AIRLINES
INTODUCTION
Kingfisher Airlines is one of six airlines in the world to have a 5-star rating
from Skytrax, along with Asiana Airlines, Cathay Pacific, Malaysia
Airlines, Qatar Airways and Singapore Airlines. Kingfisher operates more than
375 daily flights to 71 destinations, with regional and long-haul international
services. In May 2009, Kingfisher Airlines carried more than a million
passengers, giving it the highest market share among airlines in India.
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 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
Competition level
The company should spend huge money on various media and below-
the line marketing activities every year.
The company should also plan a series of online promos to boost traffic
in certain sectors such as Mumbai-Kolkata. They are running online
contests to boost traffic on these sectors and are also looking at
partnering with premium hotels.
The critical factor will be the ability to keep costs low & the offer of
an on time service at an affordable price, despite the infrastructure
constraints, for survival. Providing quick facilities to passengers will
also help kingfisher to attract them.
The Indian customers are not that much mature as compared to their
American contemporaries. They will not pay more for just mere
entertainment or watching TV in a flight of one / one & half hour
journey. so kingfisher has to understand Indian customer preference.
A certain amount of churn & turmoil for players who don't have the
deep pockets (as happened in USA many smaller airlines with out deep
pockets fell by the wayside unable to sustain the predatory pricing
techniques adopted by their strong opponents).
The outdated Aviation rules in India which compels the low cost
carriers to add more to their operating cost, which could have been
easily do away with.
Taxes like passenger service fee looks ridiculous for a ticket worth Rs.
99.
Cost of travel- Pricing is the most sensitive issue in airline industry and is
done depending on the demand of the market. Switching is more frequent in
case of low fare airlines whereas business segments are more brands loyal.
Service quality -From the market research we could infer that while
deciding among low cost airlines fare acts as the deciding factor while in
case of choosing among full service providers the determine factors are
flight schedule, reliability, quality and connections with not much emphasis
on fare.
Product Development
• Seek additional distribution channels .More tie ups & collaboration:
Try seeking collaboration with international carriers, Bilateral
discussions over seats and code-sharing between the carriers).
• New product development.
Diversification
• May go for other services like international flights etc.
• May go for arrangement fashion shows (horizontal diversification).
• May go for other things, which can lure the customer.
Product
It includes the core product along with the additional benefits, ‘Supplements’ (value
added services) that bundle up together with the product
Sales activity
By sales activity we mean the message that the company sends out through its
advertising and promotion campaigns. Sales activity also includes the way in which
the company monitors its sales intermediaries and the attitude that it projects
towards its customers.
Culture
Culture forms a significant part of customer satisfaction. If the
customer can relate to a particular culture projected by the company, then his level
of satisfaction would be far higher than if the company projects a hostile
environmentto the customer’s perception. Basically company culture comprises of
all intrinsic values and beliefs as well as tangible and intangible symbols that it uses
to instill these values into employee behavior at all times.
• The Kingfisher "Fun liners" will have in-flight silent auctions for
Lifestyle products and sales of packaged food and beverages.
• The Kingfisher brand of exuberant, youthful and fast-paced image is
leveraged(the brand recall).
Reference
• www.google.com
• www.scribd.com
• www.wikipidia.com
• Product management book(Tata mc hill)
• Kingfisher airline website