Submitted to: Miss.

Ashima sehgal

Submitted by: Upasana malik

KINGFISHER-BRAND
Kingfisher stands for excitement, youth and camaraderie. Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeros on its target with unfaltering focus. All its colors represents energy, youthfulness, enthusiasm, freedom with a touch of formality and discipline.

BRANDS
Beer Airlines Fashion Collection Sports Calendar King Club 5star Hotels

BRAND REPOSITIONING

ANSOFF MATRIX

SWOT ANALYSIS

STRENGTHS &WEAKNESS

STRENGTHS Strongest Worldwide Distribution Network Oldest and Largest Player in India Worldwide known brand Huge finance backing from UB group WEAKNESS Too much diversified

OPPORTUNITIES &THREATS
OPPORTUNITIES Brand extension benefits
Changing lifestyles of middleclass Inrease in disposable income

THREATS
High Taxes & Regulations Restriction on Advertising International players entering India

Beer consumption isincreasing

ABOUT KINGFISHER AIRLINES

Kingfisher Airlines Limited is a major Indian airline based in Mumbai. Kingfisher Airlines, through one of its holding companies United Breweries Group, has a 50 percent stake inflow cost carrier Kingfisher Red. In May 2009,kingfisher Airlines carried more than a million passengers, giving it the highest market share among airlines in India. kingfisher airlines market share as on 15th march 2010 is 22.27%. It is Indias leading airline industry after Jet Airways.

KINGFISHER AIRLINES

Kingfisher First

Kingfisher Class

Kingfisher Red

PRODUCT LIFE CYCLE

UNDERSTANDING CUSTOMER NEEDS

TARGET MARKET OF KFA

Kingfisher Airlines has a clearly defined target audience. Age group of 25-45 years of age. This segment has traveled extensively and is aware of international travel trends. They are modern, trendy and upwardly mobile looking for a great flying experience

POSITIONING OF KFA
Kingfisher Airlines is not merely into the business of transporting people from point A to point B. KFA has created a new category of Aviation hospitality thus making service and hospitality their main focus

PERCEPTUAL MAPPING
QUALITY OF SERVICE(HIGH)

KINGFISHER JET EMIRATES

PRICE(HIGH)

SPICE

PRICE(LOW)

DECCAN

QUALITY OF SERVICE(HIGH)

MARKETING STRATEGIES
Appealing promotional line Fly the good times and it reflected in the experience the company offered to its passengers. The company gave best services to its customers like providing world class interiors and in-flight entertainment systems. The company started addressing its customers as GUEST rather than passengers.

The company came up with only one class airlines.

Kingfisher evolved continued to pursue aggressive marketing strategies.

MARKET EXPANSION
Acquisition of Air Deccan added a flanker product to serve the price-sensitive market segment. Entered into the new market segment the international sector. Its coverage to more cities, especially the Tier II cities. HORIZONTAL DIVERSIFICATION

DIAGNOSTICS
Fuel efficiency.

Increase number of flights and reach to cities.

Kingfisher Red ads can be more subtle focusing on safety, comfort& experience. It can be along the lines of "Queen of your heart deserves to fly like one" campaign which focused on emphasizing a comfortable journey for women.

THANK YOU