A Competitive Analysis Of Kingfisher Airlines Tourism Essay

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In order to do my aims a true I will be transporting out an interview with male parent ‘s friend who is working in kingfisher air hoses.

I will be making a instance survey on how kingfisher air hose is different from and India Airlines.

I will be besides suggesting some new schemes which can assist the organisation to better their public presentation more

Table of contents


Table of Content 3 & A ; 4

Objective 2

Content drumhead 2

Introduction 3

About the Company 5

History 5

Accomplishments 6

Marketing scheme 7

PESTEL Analysis 8

Political 8

Economic 8

Social 8

Technological 8

Environmental 9

Local 9

7 P ‘s Analysis 9

Merchandise 9

Promotions 10

Monetary value 10

Peoples 10

Topographic point 10

Physical grounds 11

Procedure 11

SWOT Analysis 11

Strengths 11

Weakness 12

Opportunities 12

Menaces 12

Comparison Kingfisher VS Indian Airlines 12 & A ; 13

Suggestion and recommendation 14

Appendix 14


Mentions 15


Kingfisher Airlines Limited is a majorA IndianA air hose. Kingfisher operates more than 400 flights a twenty-four hours and has a web of 72 finishs, with regional and long-haul international services. Kingfisher Airlines, through one of its keeping companiesA United Breweries Group, has a 50 per centum interest inA low-priced carrierA Kingfisher Red, once known as Air Deccan.

Kingfisher Airlines is one of six air hoses in the universe to hold a five-star evaluation fromA Skytrax, along withA Asian Airlines, A Malaysia Airlines, A Qatar Airways, A Singapore AirlinesA andA Cathay Pacific Airways. In May 2009, Kingfisher Airlines carried more than a million riders, giving it the highest market portion among air hoses in India.

Kingfisher has its registered office in theA UB TowerA inA BangaloreA and its caput office in the Kingfisher House inA Mumbai.


The air hose started operations on 9 May 2005, following theA dry leaseA of four trade name newA Airbus A320-200A aircraft. Its first flight was from MumbaiA toA Delhi. At the launch of the air hose, Dr. Mallya said that he is “ committed to accomplishing our aspiration of doing Kingfisher Airlines India ‘s largest private air hose both in capacity and market portion by 2010. ”

The air hose ushered in a new epoch of luxury in India ‘s domestic air power sector with its trade name new aircraft with fashionable ruddy insides, and cleverly dressed crew and land staff. Kingfisher was the first Indian air hose to haveA in-flight entertainmentA ( IFE ) systems on every place even on domestic flights. All riders were given a “ welcome kit ” dwelling dainties such as a pen, facial tissue and earphones to utilize with the IFE system. Initially, riders were able to watch merely recorded Television scheduling on the IFE system, but subsequently an confederation was formed withA Dish TVA to supply unrecorded Television in-flight. And in a pronounced going from tradition, Kingfisher Airlines decided to hold an on-screenA safety demonstrationA utilizing the IFE system.

On 14 July 2008, Kingfisher unveiled its first everA Widebody aircraft aircraft, aA Airbus A330-200A at the 46thA Farnborough Air showA held in July 2008. Kingfisher ‘s first Airbus A330-200 was widely billed as the best A330-200 of all time built byA Airbus. On 3 September 2008, Kingfisher started its international operations by connectingA BangaloreA withA London.


Kingfisher Airlines has received three planetary awards at the SKYTRAX World Airline AwardsA

Named Best Airline In India / Central Asia ; Best Cabin Crew – Cardinal Asia

Kingfisher RED named Best Low Cost Airline in India / Central Asia

NDTV Profit Business Leadership Award for AviationA

awarded to Kingfisher Airlines by NDTV twice in two old ages

India ‘s merely 5 Star air hose, rated by SkytraxA andA 6th air hose in the worldA

to be certified asA 5 star air hose by Skytrax

Ranked amongst India ‘s Top Service Brands of 2008

ranking by PitchA magazine

Voted asA India ‘s Favourite Airline

in a study conducted by an independent research house with 46 % ballots compared to others

Rated as Asia Pacific ‘s Top Airline Brand

in a study conducted by TNS on Asia Pacific ‘s Top 1,000 Trade names for 2008

Brand Leadership Award

in the service and cordial reception section against several acclaimed hotels, taking Bankss and other air hoses

Economic Times Avaya Award 2006 for Excellence inA Customer Responsiveness

award is presented by the extremely acclaimed Business Daily, Economic Times

India ‘s No. 1 Airline in client satisfaction

Business World

Rated amongst India ‘s most respected companies

Business World

Rated amongst India ‘s 25 Advanced Companies

in aA study conducted by Plan adult male Media in 2006

The Best Airline and India ‘s FavouriteA Carrier

in a Survey conducted by The Times of India

Service Excellence 2005-2006 for a New Airline

A by Skytrax, a UK based specializer planetary air conveyance adviser

Graded Third in the study on India ‘s Most Successful Brand launch of 2005

Under the Brand Derby Survey conducted by India ‘s prima concern day-to-day – Business Standard

Busiest Trade names of 2005

ranked amongst the Top Ten busiest trade names of 2005A and 2006 across merchandise classs, in the study conducted by bureau FAQ and The Brand Reporter

Best New Airline of the Year Award for 2005A

Centre for Asia Pacific Aviation ( CAPA ) Award in the Asia-Pacific and Middle East part

Selling schemes

Kingfisher Airlines has a clearly defined mark audience- SEC A, SEC B+ ( socio-economic category ) in the age group of 25-45 old ages of age.

Kingfisher Airlines offers trade name new aircraft, interior decorator insides, gourmet culinary art and in flight-entertainment ( there are five channels of FUN TV and 10 channels of Kingfisher Radio, which are personalized ) .

Communicate with invitees at multiple touch points. They use all media of communicating telecasting, print, wireless, outdoor, promenades, multiplexes, nines, saloons, in-flight etc. The invitees are invariably informed of their new offers.

A They offer tickets to theatre showings, manner shows, athleticss showings etc to their frequent travelers ( club members ) .

Their Partners Program has been really successful. They have tied up with the best of trade names across industries. Tata Tetley, Pepsi, Microsoft, Inox, Kenzo, IFB, Taj, Park Hotels and Oxford book shops have been some of taking spouses.

PESTEL Analysis


Foreign air hoses are non allowed to purchase a interest in domestic air hoses.

International path ordinances

Closing down of domestic airdromes

Open sky policy


Contribution to the Indian economic system

Rising cost of fuel

Investing in the sector of air power

The growing of the in-between income group household affects the air power sector.

Deficit of the substructure capacity


Development of metropoliss leads to break services and airdromes

Employment chances

Safety ordinances

The position symbol attached to a plane travel.


The growing of e-commerce and e-ticketing

Satellite based pilotage system

Modernization and denationalization of the airdromes

Developing green filed airdromes with private sector for illustration in Bangalore the airdrome corporation limited.


The addition in planetary heating

The sudden and the unexpected behavior of the ambiance and the dependence on whether

Deficit of the infrastructural capacity

Tourism impregnation


Bilateral pacts

Airlines acquisitions and the leasing cost

In the United States, low-priced air hoses frequently operated from little airdromes that charge lower fees and that did non endure from the congestion at big airdromes

In India, nevertheless, authorities policy did non let the creative activity of airdromes closer than 150KM from each other, and the old airdromes at Bangalore and Hyderabad were closed down when the new one started.

7 P ‘s


Fleet size


International raid



Magazines and newspaper ads

Exposure at non-corporate events

Engagement at international poses hows

Backing famous persons like Katrina Kaif and Deepika padukone

Monetary value

Dynamic pricing theoretical account – multiple menu degrees

Uniform regulations

No concealed limitations

Pricing theoretical accounts – eight different degrees

Discounts provided from clip to clip


Anchor of the trade name

Extensive preparations

Cordial reception industry and see their client as invitee

Interpersonal accomplishments, aptitude, and service cognition

Topographic point

Online engagement ( official site )

Online booking – Yatro.com, do my trip.com, ezeego1.com

Recognition cards and debit cards payment


Mercantile establishments in every major metropolis and at every airdrome across the state

Physical grounds

Personal gentlemans

Exclusive sofa infinite

Hello! Blitz

Gourmet culinary art

World category cabin crew

Kingfisher wireless


Booking the ticket – online engagement or telephone – engagement or from any of the kingfisher mercantile establishments and private bureaus.

SWOT Analysis


First air hose with full new fleet of aircraft

Quality cordial reception provided to clients.

Route rationalisation.

Already holding developing academy.


Service bringing to tubes and other large metropoliss

Yet non in a high net income.

High ticket pricing


Under penetrated domestic market

Opportunities International market

Untapped air lading market

Expanding touristry industry


Existing operators

Infrastructure issue

Fuel monetary value hiking

Economic lag

Kingfisher VS Indian Airlines


Indian air hoses

Kingfisher Airlines


Ticket can be booked by pealing or sing the office.

Equally shortly as waiting list ticket get confirmed they will name the clients on the given contact figure

Passengers can do the engagement foremost and buy the ticket subsequently

Ticket can be cancelled over phone or through fax 24hr before the journey

By the aid of user friendly web sites

Kingfisher air hose office

Authorized agents

Payment can be made by the debit card, recognition card, payment at kingfisher air hoses office, recognition note

Kingfisher air hose provides the place bringing of tickets and maintains direct relation with the clients.


Particular menus offered for ground forces forces, war disabled officers, war widows, blind individuals, malignant neoplastic disease patients, individual enduring from 80 % and above locomotor disablement.

Concessional menu to senior citizens, pupils etc.

Fare apply merely for passenger car from airdrome at the point of beginning to the airdrome at the point of finish

It has 30 to 40 % lower ticket seashore compared to other bearer runing in the state


Indicate the personal repast penchant at the clip of booking to guarantee right repast on board the flight

Particular repasts: provided to riders Indian vegetarian, western vegetarian, Hindu non- vegetarian, kids nutrient points etc.

On board

Choose from the readymade nutrient

Business category and economic category

Order what you like – newly made on board

Equality in category, no distinction

Low cost

On land

More waiting clip

Satisfactory handling of holds

Less waiting clip

Efficient handling of holds

Suggestions and recommendation

Reduce labor cost

Simplify the flight operations

Offer more crystalline pricing

Get smart on fuel

The procedure of geting spice jet if complete would do kingfisher the larget participant in the air power industry

Different manners of pricing should be taken attention of

Needs to alter trade name perceptual experiences

Gain optional efficiencies through confederations as with Jet Airways

Fleet size enlargement

Partnering with Jet Airways and some depending trade names.


As portion of the study readying I visited my pa ‘s friend who is working in kingfisher and I had an interview with him. I went through many magazines who wrote articles about kingfisher ‘s and Dr. Mallya ‘s success. I have talked with some of my friends who got opportunity to wing in kingfisher. They explained to me the installations they got and their evaluation to the flight travel.


As a provider, what major tendencies have you witnessed in the mode consumers in India buy travel particularly air ticket?

How would you depict your mark audience? How do you measure the current placement of Kingfisher Airlines?

Companies are traveling about trade name activation at multiple consumer touch-points. How are you equilibrating your offline and on-line selling enterprises?

How tough is it in the current environment to construct connect with consumers?

How successful has been your Partners Program, a forum where like-minded trade names to Kingfisher Airlines can come on the same platform and achieve several selling aims?

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