Kingfisher Airlines

……….The king of good times

 AVIATION INDUSTRY
• One of the fastest growing industries in the world.

• Origin of Indian aviation industry can be traced back to the

year 1912.

• India has the private airlines as its key players

• 75% of the market share is owned by the private sector.

• Problems that the Indian aviation industry is facing and thus

immediate attention is needed.
 AVIATION INDUSTRY
• High rising prices of the ATF.
• The cost of labour is rising in our country
• Shortage of skilled labour
• Infrastructure constraints.

• Main players in the aviation industry....

Jet airways
Kingfisher
Indian
Spice jet
Air India
 Kingfisher Airlines

REGISTERED OFFICE :

UB Tower, Level 12, UB City,

24, Vittal Mallya Road,
Bangalore – 560 001
 Kingfisher Airlines

Kingfisher Airline is a private airline based in Bangalore, India.

The airline is owned by Vijay Mallya of United Beverages Group.
Kingfisher Airlines started its operations on May 9, 2005 with a fleet
of 4 Airbus A320 aircrafts.
The airline currently operates on domestic routes. The destinations
covered by Kingfisher Airlines are Bangalore, Mumbai, Delhi,
Chennai, Hyderabad, Ahmedabad, etc
 Kingfisher Airlines
In a short span of time Kingfisher Airline has carved a niche
for itself.
The airline offers several unique services to its customers.
These include: personal valet at the airport to assist in baggage
handling and boarding, accompanied with refreshments and
music at the airport, audio and video on-demand, with extra-
wide personalized screens in the aircraft and three-course
gourmet cuisine.
 Kingfisher Airlines
Kingfisher Airlines starting operating with a brand
new fleet of 8 Airbus A320 aircraft, 3 Airbus
A319-100 aircraft and 4 ATR-72 aircraft.

It was the first airline in India to operate with all

new aircrafts. Kingfisher Airlines is also the first
Indian airline to order the Airbus A380.

UB holdings Ltd, has acquired 46% stake in the

budget airline Air Deccan
 MARKET SHARE
Current Scenario

Kingfisher Airlines -> 20.8%

Jet Airways -> 19 %

Indian + Air India -> 18.3%

Indigo -> 15.4 %

Spice Jet -> 12.9%

Others -> 13.6%

SERVICES

Domestic
 Kingfisher First—
1. 48 inch seat pitch and a 125 degree seat recline.
2. laptop and mobile phone chargers, latest international newspapers and
magazines

3. Every seat is equipped with a personalized IFE system with AVOD

which offers a wide range of Hollywood and Bollywood movies,
English and Hindi TV programmes,16 live TV channels and 10 channels
of Kingfisher Radio.
• Kingfisher Class—
1. 32-34 inch seat pitch with footrests
2. passengers can access the latest movies, English and Hindi TV programmes,
live TV and Kingfisher Radio.

• Kingfisher Red—
Passengers are given complimentary in-flight meals and bottled water. A special
edition of Cini Blitz magazine is the only reading material provided.

International—
• Kingfisher First—
1. full flat-bed seats with a 180 degree recline.
2. Passengers are given Merino wool blankets, a Salvatore Ferragamo toiletry
kit, a pyjama to change into, five-course meals and alcoholic beverages. Also
available are in-seat massagers, chargers and USB connectors.
3. 17 inch widescreen personal television
• Kingfisher Class—
1. Passengers get full length modacrylic blankets, full size pillows and business class meals.
There are in-seat chargers and USB connectors.
2. 10.6 inch widescreen personal television
 Kingfisher Airlines
KFA at a Glance
Total connections to 70 cities including 7 international destinations
flying over 350 flights a day.

Over 45 million guests flown since inception

Current Fleet size of 67 aircraft (39 Airbus and 28 ATRs’). Market

Share of 20.8%

Recognized as one of India’s Most Respected Companies in 2006

and 2007 –Business World

India’s only 5 star airline –by independent agency Skytrax

 Kingfisher Airlines
Expansion Plans :
Kingfisher Airlines, India’s only Five Star Airline rated by
Skytrax, has been granted traffic rights to operate on seven
new international routes.
The new international routes for which traffic rights have been
granted are:
1New Delhi – London – New Delhi
2New Delhi – Hong Kong – New Delhi
3New Delhi – Bangkok – New Delhi
4New Delhi – Dubai – New Delhi
5Mumbai – Colombo- Mumbai
6Mumbai – Bangkok- Mumbai
7Mumbai – Dubai – Mumbai
 Kingfisher Airlines
Expansion Plans :
Kingfisher Airlines will soon be commencing flights from New
Delhi to London Heathrow along with six other new
international routes. The launch of these new flights will further
enhance the international route network of Kingfisher Airlines.
The addition of these new services will mean that we will now
be able to further leverage the unparalleled domestic route
network of Kingfisher Airlines to maximize yields. With their
unique domain expertise in aviation in general and in network
planning in particular, Seabury, Kingfisher Airlines’ globally
renowned advisors will ensure excellent connectivity for all
these new services .
 Kingfisher Airlines
Key Initiatives planned to further enhance performance

Stringent actions planned and undertaken to keep costs under control

Reduced lease costs by >25% (over Q3 FY09) through redelivery of
non-operational aircrafts
Reduced personnel costs by >20% (over Q3 FY09) through replacing
high cost expects
Planned to reduce Engineering costs by 10-15% by induction of new
key vendor
Successfully implemented ‘Fuel Monitoring System’ for targeted
reduction in fuel consumption
Exercised stringent controls across over heads to reduce costs
e.g. Optimize office & warehouse spaces across all locations,
planned reduction of communication costs etc.
 Kingfisher Airlines
S.W.O.T. ANALYSIS
STRENGTHS
Strong brand value and reputation in the minds of customers.
Quality of the service.
Route rationalization.
First airline to have a new fleet of airbuses.
Quality and continuous innovation.

WEAKNESSES
Still a not in profit organization.
High ticket pricing.
Facing a tough competition from competitors.
 Kingfisher Airlines
S.W.O.T. ANALYSIS
OPPORTUNITIES
The expanding tourism industry.
The non penetrated domestic market.
International market.
Untapped air cargo market.

THREATS
Competitors
Infrastructure issues.
Fuel price hike.
Economic slowdown.
 The 4Ps ….
PRODUCT
Currently the kingfisher airline operates the aircrafts like the airbus
A 320, A 319-100 and ATC-72.
After acquiring the Deccan kingfisher has started a new fleet known
as kingfisher red.
Here we emphasis on the kingfisher airlines.
 The 4Ps ….
PLACE
 Covers even the toughest terrains in the country, and the services ranges
from Ahmadabad to Agartala and to the major cities such as Delhi,
Bangalore, and Chennai etc.
 The main strategy that kingfisher follows is to target the metro cities or the
tier 1 cities in India.

PROMOTION
 There are many events and advertisements through which kingfisher airlines
is promoted.
 There are multiple touch points and finer promotional services working for
the promotional activities.
 Loyalty and frequent flyer programs are also carried out.
 The 4Ps ….
PRICE
 The price segments that kingfisher targets is the higher income group as
well as the upper middle class background.
 There are a few segments that are majorly for the youth and the high
lifestyle segments.
 Sec A, sec B+ socio economic class mainly in the age group of 25-45 years
are the main segments for which there is a specific prices offered by
kingfisher.
 Some of the services offered by kingfisher do emphasis on their policy to
target those segments which are willing to pay for luxury.
SOME LATEST UPDATES
 Mumbai, January 29, 2010--Today
announced the launch of Kingfisher
Xpress, a new Door-to-Door cargo
delivery service. Kingfisher Xpress Same
Day service will be India’s first and only
same day delivery by air service, with a
money-back guarantee

 Mumbai, February 10, 2010--Today

announced that the Government of India
has granted it traffic rights to operate on
seven new international routes.
1 New Delhi – London – New Delhi
2 New Delhi – Hong Kong – New Delhi
3 New Delhi – Bangkok – New Delhi
4 New Delhi – Dubai – New Delhi
5 Mumbai – Colombo- Mumbai
6 Mumbai – Bangkok- Mumbai
7 Mumbai – Dubai – Mumbai
 CONTI…

 Mumbai, February 17, 2010--Today announced that it will commence

flying on the New Delhi – London route from March 28, 2010. These
flights will be daily non-stop flights from New Delhi to London
Heathrow.

 Mumbai,9 March 2010--Kingfisher Airlines has been conferred the

coveted 5-Star Airline status. This prestigious ranking awarded by
Skytrax, the world’s leading, independent travel forum and air travel
information organization.
 CUSTOMERS
REVIEW
 8 January 2010 by Lynda Cooper   (India)--Delhi to Pune in
economy. Met at entrance to Delhi airport and helped with luggage
though check in and up to the business lounge (I have a priority
pass). Then helped all way on to plane with my hand luggage.
Excellent service, food and films on the plane. Young enthusiastic
staff very smart uniforms. I would recommend them and fly them
again.

 8 February 2010 by David Howe   (Canada)--Provides an excellent

product, but we were delayed and not kept informed on what was a
short flight (Delhi to Varanasi). A320 far from immaculate, but crew
were excellent. Its embarrassing to compare this to what we get for
way more money in Canada these days.
 CONT…
 5 March 2010 by Savi Mull   (India)--LKO-DEL Kingfisher Red Class on
A319. Very clean cabin, warm service and good hot breakfast snack with
live TV on the IFE. Exceptional experience on what was a Kingfisher Red
flight. Kingfisher has kept its standards consistent - the reason I continue to
remain loyal to them. A truly 5 star experience on a low cost.
Thank You