A Competitive Analysis Of Kingfisher Airlines Tourism Essay

A Competitive Analysis Of Kingfisher mannerlines Tourism EssayTo research and analyze how kingfisher airlines has retained angiotensin converting enzyme of the top position in a highly competitive food market place like India. To find expose what fills them special from all other airlines in India. To find out how kingfisher airlines compete with leading airlines like Air Indian and Jet. To find out what customer tactics they intaked to bring more customers to the organization.Content drumheadTo approach by doing SWOT and PEST analysis of the company by looking through the magazines and websites purchasable on company.In put together to analyze the companys strategy I will be doing 7p analysis.In order to puff my objectives a true I will be carrying out an interview with fathers friend who is working(a) in kingfisher airlines.I will be doing a case study on how kingfisher airline is contrastive from and India airline businesss.I will be also proposing slightly new st rategies which bum help the organization to cleanse their performance moreTable of contentsPageTable of Content 34Objective 2Content summary 2Introduction 3About the Company 5History 5Achievements 6Marketing strategy 7PESTEL Analysis 8political 8Economical 8Social 8Technological 8Environmental 9Local 97 Ps Analysis 9Product 9Promotions 10monetary value 10People 10 outer space 10Physical evidence 11Process 11SWOT Analysis 11Strengths 11Weakness 12Opportunities 12Threats 12Comparison Kingfisher VS Indian Airlines 1213Suggestion and testimonial 14 appendix 14QuestionnaireReferences 15IntroductionKingfisher Airlines Limited is a majorIndianairline. Kingfisher operates more than 400 line of attainments a day and has a network of 72 destinations, with regional and long-haul international inspection and repairs. Kingfisher Airlines, through one of its holding companies united Breweries Group, has a 50 percent stake inlow-cost carrierKingfisher Red, formerly known as Air Deccan.Kingfi sher Airlines is one of six airlines in the initiation to have a five-star rating fromSkytrax, along withAsian Airlines,Malaysia Airlines,Qatar Airways,Singapore AirlinesandCathay Pacific Airways. In May 2009, Kingfisher Airlines carried more than a million passengers, giving it the highest market sh ar among airlines in India.Kingfisher has its registered office in theUB TowerinBangaloreand its head office in the Kingfisher shack inMumbai.HistoryThe airline started operations on 9 May 2005, following thedry trainof four brand newAirbus A320-200aircraft. Its first flight was from MumbaitoDelhi. At the plant of the airline, Dr. Mallya said that he is pull to achieving our ambition of making Kingfisher Airlines Indias amplest hush-hush airline both in capametropolis and market share by 2010.The airline ushered in a new era of luxury in Indias domestic aviation welkin with its brand new aircraft with stylish red interiors, and smartly dressed crew and ground staff. Kingfisher w as the first Indian airline to havein-flight entertainment(IFE) systems on forevery seat even on domestic flights. on the whole passengers were given a welcome kit consisting goodies such as a pen, facial tissue and headphones to use with the IFE system. Initially, passengers were able to watch only recorded TV programming on the IFE system, but later an confederacy was formed withDish TVto provide live TV in-flight. And in a marked diversion from tradition, Kingfisher Airlines decided to have an on-screensafety demonstrationusing the IFE system.On 14 July 2008, Kingfisher unveiled its first everWide-body aircraft, aAirbus A330-200at the 46thFarnborough Air showheld in July 2008. Kingfishers first Airbus A330-200 was widely bill as the best A330-200 ever built byAirbus. On 3 September 2008, Kingfisher started its international operations by colligateingBangalorewithLondon.AchievementsKingfisher Airlines has received three global awards at the SKYTRAX origination Airline boot ysNamed outstrip Airline In India / Central Asia Best Cabin Crew Central AsiaKingfisher RED named Best Low Cost Airline in India / Central AsiaNDTV Profit Business Leadership Award for Aviationawarded to Kingfisher Airlines by NDTV twice in two yearsIndias only 5 Star airline, rated by Skytraxand6th airline in the worldto be certified as5 star airline by SkytraxRanked amongst Indias Top utility vanes of 2008ranking by PitchmagazineVoted asIndias Favourite Airlinein a passel conducted by an independent research firm with 46% votes compared to othersRated as Asia Pacifics Top Airline Brandin a survey conducted by TNS on Asia Pacifics Top 1,000 Brands for 2008Brand Leadership Awardin the service and hospitality segment against several acclaimed hotels, leading banks and other airlinesEconomic Times Avaya Award 2006 for goodness inCustomer Responsivenessaward is presented by the highly acclaimed Business Daily, Economic TimesIndias No. 1 Airline in customer satisfactionBusiness Wo rldRated amongst Indias most respected companiesBusiness WorldRated amongst Indias 25 Innovative Companiesin asurvey conducted by Plan man Media in 2006The Best Airline and Indias FavouriteCarrierin a Survey conducted by The Times of IndiaService Excellence 2005-2006 for a New Airlineby Skytrax, a UK based specia inclination of an orbit global air broadcast advisorRanked Third in the survey on Indias Most Successful Brand launch of 2005Under the Brand Derby Survey conducted by Indias leading business daily Business measuringBusiest Brands of 2005ranked amongst the Top Ten busiest brands of 2005and 2006 across product categories, in the survey conducted by agency faqs and The Brand ReporterBest New Airline of the Year Award for 2005Centre for Asia Pacific Aviation (CAPA) Award in the Asia-Pacific and Middle East regionMarketing strategiesKingfisher Airlines has a clearly defined target audition- sulfur A, SEC B+ (socio-economic class) in the age root of 25-45 years of age.Kingf isher Airlines offers brand new aircraft, designer interiors, gastronome cuisine and in flight-entertainment (there are five channels of FUN TV and 10 channels of Kingfisher Radio, which are personalized).Communicate with guests at multiple touch points. They use all media of communication television, print, communicate, outdoor, malls, multiplexes, clubs, pubs, in-flight etc. The guests are eer informed of their new offers.They offer tickets to theatre screenings, fashion shows, sports screenings etc to their frequent travellers (club members).Their Partners Program has been very successful. They have trussed up with the best of brands across industries. Tata Tetley, Pepsi, Microsoft, Inox, Kenzo , IFB, Taj, Park Hotels and Oxford book stores have been some of leading partners.PESTEL AnalysisPoliticalForeign airlines are not allowed to buy a stake in domestic airlines. outside(a) way of life regulationsClosing down of domestic airportsOpen sky policyEconomicalContribution to t he Indian economyRising cost of fuelInvestment in the sector of aviationThe growth of the middle income group family affects the aviation sector.Shortage of the infrastructure capacitySocialDevelopment of cities leads to better services and airportsEmployment opportunities refuge regulationsThe status symbol attached to a plane travel.TechnologicalThe growth of e-commerce and e-ticketingSatellite based piloting systemModernisation and privatisation of the airportsDeveloping green filed airports with private sector for example in Bangalore the airport slew limited.EnvironmentalThe increase in global warmingThe sudden and the unexpected behaviour of the atmosphere and the habituation on whetherShortage of the infrastructural capacityTourism saturationLegalBilateral treatiesAirlines acquisitions and the leasing costIn the linked States, low-cost airlines often operated from small airports that charge set down fees and that did not suffer from the congestion at large airportsIn In dia, however, government policy did not allow the creation of airports closer than 150KM from each other, and the old airports at Bangalore and Hyderabad were closed down when the new one started.7 PsProductFleet sizeAircraftsInternational forayPromotionsAdvertisementsMagazines and newspaper adsExposure at non-corporate eventsParticipation at international airs howsEndorsing celebrities like Katrina Kaif and Deepika padukonePriceDynamic determine model multiple fare levelsUniform rulesNo hidden restrictionsPricing models 8 different levelsDiscounts provided from time to timePeopleBackbone of the brandExtensive trainingsHospitality industry and distribute their customer as guestInterpersonal skills, aptitude, and service knowledgePlaceOnline booking (official site)Online booking Yatro.com, make my trip.com, ezeego1.comCredit cards and debit cards paymentSMS/callOutlets in every major city and at every airport across the countryPhysical evidencePersonal valetsExclusive ambuscad e spaceHi BlitzGourmet cuisineWorld class cabin crewKingfisher radioProcessBooking the ticket online booking or telephone booking or from any of the kingfisher outlets and private agencies.SWOT AnalysisStrengthFirst airline with full new fleet of aircraftQuality hospitality provided to customers.Route rationalization.Already having training academy.WeaknessesService delivery to metros and other big citiesYet not in a high profit.High ticket pricingOpportunitiesUnder penetrated domestic marketChances International marketUntapped air cargo marketExpanding tourism industryThreatsExisting operatorsInfrastructure issue elicit price hikeEconomic slowdownKingfisher VS Indian AirlinesAreasIndian airlinesKingfisher AirlinesReservationTicket can be booked by ringing or visiting the office.As soon as waiting list ticket get confirmed they will call the customers on the given contact numberPassengers can make the booking first and purchase the ticket laterTicket can be cancel over phone or t hrough fax 24hr before the journeyBy the help of drug user friendly websitesKingfisher airline officeAuthorized agentsPayment can be made by the debit card, credit card, payment at kingfisher airlines office, credit noteKingfisher airline provides the home delivery of tickets and maintains direct copulation with the customers.FaresSpecial fares offered for army forces, war disabled officers, war widows, blind persons, cancer patients, person suffering from 80% and above locomotive disability.Concessional fare to senior citizens, students etc.Fare apply only for carriage from airport at the point of origin to the airport at the point of destinationIt has 30 to 40 % lower ticket coast compared to other carrier operating in the countryMealsIndicate the personal repast preference at the time of booking to ensure correct meal on plank the flightSpecial meals provided to passengers Indian vegetarian, western vegetarian, Hindu non- vegetarian, children food items etc.On boardChoose from the readymade foodBusiness class and economic classOrder what you like freshly made on boardEquality in class , no differentiationLow costOn ground more than waiting timeSatisfactory handling of delaysLess waiting timeEfficient handling of delaysSuggestions and recommendationReduce labour costSimplify the flight operationsOffer more transparent pricingGet smart on fuelThe process of acquiring spice jet if complete would make kingfisher the larget player in the aviation industryDifferent modes of pricing should be taken care of inevitably to change brand perceptionsGain optional efficiencies through alliances as with Jet AirwaysFleet size expanding uponPartnering with Jet Airways and some depending brands.AppendixAs part of the report preparation I visited my dads friend who is working in kingfisher and I had an interview with him. I went through many magazines who wrote articles about kingfishers and Dr. Mallyas success. I have talked with some of my friends who got chance to fly in kingfisher. They explained to me the facilities they got and their rating to the flight travel.QuestionnaireAs a supplier, what major trends have you witnessed in the manner consumers in India buy travel especially air ticket?How would you describe your target audience? How do you assess the current positioning of Kingfisher Airlines?Companies are going about brand activation at multiple consumer touch-points. How are you balancing your offline and online marketing initiatives?How tough is it in the current environment to build connect with consumers?How successful has been your Partners Program, a forum where like-minded brands to Kingfisher Airlines can come on the same platform and achieve respective marketing objectives?