A Competitive Analysis Of Kingfisher Airlines Tourism Essay

A Competitive Analysis Of Kingfisher Airlines Tourism EssayTo research and analyze how kingfisher furrowlines has retained one of the top position in a highly competitive market same India. To find out what makes 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 used to bring more customers to the arranging.Content summaryTo approach by doing SWOT and lad analysis of the company by looking with the magazines and websites available on company.In order to analyze the companys strategy I will be doing 7p analysis.In order to make my objectives a true I will be carrying out an interview with fathers supporter who is working in kingfisher airlines.I will be doing a case study on how kingfisher airline is different from and India Airlines.I will be also proposing some young strategies which can help the organization to improve their performance moreTable of c ontentsPageTable of Content 34Objective 2Content summary 2 induction 3About the Company 5History 5Achievements 6Marketing strategy 7PESTEL Analysis 8Political 8 frugal 8Social 8Technological 8Environmental 9Local 97 Ps Analysis 9Product 9Promotions 10Price 10People 10Place 10Physical evidence 11Process 11SWOT Analysis 11Strengths 11Weakness 12Opportunities 12Threats 12Comparison Kingfisher VS Indian Airlines 1213Suggestion and recommendation 14Appendix 14QuestionnaireReferences 15IntroductionKingfisher Airlines extra is a majorIndianairline. Kingfisher operates more than 400 flights a day and has a network of 72 destinations, with partal and long-haul international services. Kingfisher Airlines, through one of its dimension companiesUnited Breweries Group, has a 50 percent stake inlow-cost postmanKingfisher Red, formerly known as Air Deccan.Kingfisher Airlines is one of six airlines in the world to go for a five-star grade fromSkytrax, along withAsian Airlines,Malaysia Airline s,Qatar Airways,Singapore AirlinesandCathay Pacific Airways. In May 2009, Kingfisher Airlines carried more than a million passengers, great(p) it the highest market share among airlines in India.Kingfisher has its registered office in theUB TowerinBangaloreand its head office in the Kingfisher House inMumbai.HistoryThe airline started operations on 9 May 2005, following thedry leaseof four brand newAirbus A320-200aircraft. Its freshman flight was from MumbaitoDelhi. At the launch of the airline, Dr. Mallya said that he is committed to achieving our ambition of making Kingfisher Airlines Indias largest private airline both in mental object and market share by 2010.The airline ushered in a new era of luxury in Indias domestic aviation sector with its brand new aircraft with stylish red interiors, and smartly dressed crew and terra firma staff. Kingfisher was the first Indian airline to havein-flight entertainment(IFE) systems on every seat even on domestic flights. All passengers were given a welcome outfit consisting goodies such as a pen, facial t bribe and headphones to use with the IFE system. Initially, passengers were able to watch only recorded TV programming on the IFE system, but afterwards an alliance was formed withDish TVto provide live TV in-flight. And in a marked departure from tradition, Kingfisher Airlines decided to have an on-screensafety displayusing 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 wide billed as the best A330-200 ever built byAirbus. On 3 September 2008, Kingfisher started its international operations by connectingBangalorewithLondon.AchievementsKingfisher Airlines has received three international awards at the SKYTRAX World Airline AwardsNamed Best Airline In India / Central Asia Best Cabin Crew Central AsiaKingfisher RED named Best Low be Airline in India / Central AsiaNDTV P rofit agate line 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 surpass Service Brands of 2008ranking by PitchmagazineVoted asIndias Favourite Airlinein a survey conducted by an independent research loyal 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 Excellence inCustomer Responsivenessaward is presented by the highly acclaimed Business Daily, Economic TimesIndias No. 1 Airline in customer satisfactionBusiness WorldRated amongst Indias most respected companiesBusiness WorldRated amongst Indias 25 Innovative Companiesin asurvey conducted by Plan man Med ia in 2006The Best Airline and Indias FavouriteCarrierin a play along conducted by The Times of IndiaService Excellence 2005-2006 for a New Airlineby Skytrax, a UK found specialist orbiculate air transport advisorRanked Third in the survey on Indias Most Successful Brand launch of 2005Under the Brand Derby Survey conducted by Indias leading business daily Business StandardBusiest Brands of 2005ranked amongst the Top Ten busiest brands of 2005and 2006 across product categories, in the survey conducted by authorization 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 crisscross audience- SEC A, SEC B+ (socio-economic association) in the age group of 25-45 years of age.Kingfisher Airlines offers brand new aircraft, antecedent interiors, gourmet cuisine and in flight-entertainment (there are five channels of FU N TV and 10 channels of Kingfisher Radio, which are personalized).Communicate with guests at multiple correspond points. They use all media of communication television, print, radio, outdoor, malls, multiplexes, clubs, pubs, in-flight etc. The guests are constantly informed of their new offers.They offer slatings to theatre screenings, fashion shows, sports screenings etc to their frequent travellers (club members).Their Partners Program has been very successful. They have tied 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 non allowed to buy a stake in domestic airlines.International route regulationsClosing down of domestic airportsOpen sky policyEconomicalContribution to the Indian economyRising cost of fuelInvestment in the sector of aviationThe growth of the middle income group family affects the aviation se ctor.Shortage of the infrastructure capacitySocialDevelopment of cities leads to better services and airportsEmployment opportunitiesSafety regulationsThe status symbol attached to a plane travel.TechnologicalThe growth of e-commerce and e-ticketingSatellite based navigation systemModernisation and privatisation of the airportsDeveloping green filed airports with private sector for example in Bangalore the airport corporation limited.EnvironmentalThe increase in global warmingThe sudden and the unexpected behaviour of the atmosphere and the dependency on whetherShortage of the infrastructural capacityTourism saturationLegalBilateral treatiesAirlines acquisitions and the leasing costIn the United States, low-cost airlines often operated from small airports that charge lower fees and that did not suffer from the congestion at large airportsIn India, however, government policy did not allow the creation of airports closer than 150KM from each other, and the old airports at Bangalore an d Hyderabad were closed down when the new one started.7 PsProductFleet sizingAircraftsInternational forayPromotionsAdvertisementsMagazines and newspaper adsExposure at non-corporate eventsParticipation at international airs howsEndorsing celebrities like Katrina Kaif and Deepika padukonePriceDynamic pricing model multiple fare levelsUniform rulesNo hidden restrictionsPricing models eight different levelsDiscounts provided from time to timePeopleBackbone of the brandExtensive trainingsHospitality industry and consider their customer as guestInterpersonal skills, aptitude, and service knowledgePlaceOnline booking (official site)Online booking Yatro.com, make my trip.com, ezeego1.comCredit card and debit cards paymentSMS/callOutlets in every major city and at every airport across the countryPhysical evidencePersonal valets undivided lounge 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 aircraft woodland 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 issueFuel 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 tot upPassengers can make the booking first and purchase the ticket laterTicket can be cancelled over phone or through fax 24hr before the journeyBy the help of user friendly websitesKingfisher airline officeAuthorized agentsPayment can be made by the de bit card, credit card, payment at kingfisher airlines office, credit noteKingfisher airline provides the home delivery of tickets and maintains direct relation with the customers.FaresSpecial fares offered for army forces, war disenable 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 rigging 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 meal preference at the time of booking to ensure correct meal on bill 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 groundMor e waiting timeSatisfactory handling of delaysLess waiting timeEfficient handling of delaysSuggestions and recommendationReduce labour cost modify the flight operationsOffer more transparent pricingGet smart on fuelThe process of acquiring spice jet if come would make kingfisher the larget player in the aviation industryDifferent modes of pricing should be taken care ofNeeds to change brand perceptionsGain ex gratia efficiencies through alliances as with Jet AirwaysFleet size expansionPartnering 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 m anner 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 trade 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 political program and achieve respective marketing objectives?