SWOT Analysis

Strategic Management
 Kingfisher Airlines

Vision
“The Kingfisher Airlines family will consistently deliver a safe, value-based and enjoyable travel
experience to all our guests.”
Mission
"Happiness - We seek to build an organization with people who choose to be happy, and will
endeavor to influence our guests and co-workers to be happy too."
History of the company
Kingfisher Airlines began its operations on 9 May 2005, following the lease of four Airbus A320
aircraft. The inaugural flight was from Mumbai to Delhi. On June 15, 2005, it became the first
(and only) Indian airline to order the Airbus A380. It placed orders for five A380s, five Airbus
A350-800 aircraft and five Airbus A330-200 aircraft in a deal valued at over $3 billion. Delivery
of the A330s was due to start in late 2007, followed by the A380s in 2010 and the A350s in 2012.
Ever since its launch in May 2005, Kingfisher Airlines has blazed a trail of innovations and
introduced a range of market-firsts that have completely redefined the whole experience of flying.
By elevating its customers to a level of being ‘guests’ and not just passengers, Kingfisher Airlines
has endeared itself to consumers. Kingfisher Airlines was the first Indian airline to introduce in-
flight entertainment (IFE) system on domestic flights. Passengers on-board are provided
complimentary ‘welcome kit’ that contains a pen, facial tissue and headphone to use with the IFE
system. Kingfisher Airlines has made alliance with Dish TV to provide live TV entertainment to
passengers.
As of July 2007, Kingfisher operates only on domestic routes; however it started its international
operations on 3rd September, 2008 with a flight between Bangalore and London, and later on
added new international destinations, namely Hong Kong, Dhaka, Colombo, Singapore, Dubai and
Bangkok. However, on 15th September 2009, Kingfisher Airlines withdrew the London service.
On December 19th, 2007 Air Deccan and Kingfisher Airlines decided to merge. Kingfisher
Airlines’ parent company United Breweries (UB Group) have acquired 46% of Air Deccan’s
parent Deccan Aviation, which possesses 52% of the total stakes.
In May 2009, Kingfisher Airlines carrier over a million passengers that provided it the highest
market share among the airlines in India.
Geographical location
Kingfisher Airlines serves 63 domestic destinations and 8 international destinations in 8 countries
across Asia and Europe. Kingfisher's short haul routes are mostly domestic apart from some cities
in South Asia, Southeast Asia and Western Asia. All short haul routes are operated on the Airbus
A320 family aircraft. ATR 42s and ATR 72s are used mainly on domestic regional routes.
Kingfisher has its medium, long-haul destinations in East Asia, Southeast Asia, and Europe. Its
first long haul destination was London, England which was launched in September 2008. It has
plans to launch new long haul flights to cities in Africa, Asia, Europe, North America and Oceania
with deliveries of new aircraft. All long haul routes are operated on the Airbus A330-200.
Kingfisher has code share agreements with the following airlines:
 British Airways

Product line of the company (services)

1. Cabin classes
Kingfisher First
The domestic Kingfisher First seats have a 48 inch seat pitch and a 125 degree seat recline. There
are laptop and mobile phone chargers on every seat. Passengers can avail of the latest international
newspapers and magazines. There is also a steam ironing service on board Kingfisher First cabins.
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. Passengers also get BOSE noise cancellation headphones.
Domestic Kingfisher First is only available on selected Airbus A320 family aircraft.
Kingfisher Class
The domestic Kingfisher Class has 32-34 inch seat pitch.
Every seat is equipped with personal IFE systems with AVOD on-board the Airbus A320 family
aircraft. As in Kingfisher First, passengers can access the movies, English and Hindi TV
programmes, a few live TV channels powered by Dish TV and Kingfisher Radio. The screen is
controlled by a controller-console on the seat armrest. Ear cup headphones are provided free of
cost to all passengers. The default channel shows, alternating every few seconds, The airplane's
ground speed, outside temperature, altitude, distance and time to destination; the position of the
aircraft on a graphical map and one or more advertisements.
Passengers are served meals on most flights. Before take-off, passengers are served bottled
Lemonade.
On-board the ATR 72-500s there are 17 color LCD drop-down screens mounted along with
loudspeakers for audio in the cabin overhead, a head-end unit to handle CDs and DVDs, and a
crew control panel. The screens measure 12.7 cm by 9.3 cm, weigh 0.2 kg each and are spaced
every two or three seat rows along both sides of the cabin.
Economy class meal on-board a Kingfisher Airlines domestic flight
Kingfisher Red

After Kingfisher Airlines acquired Air Deccan, its name was changed to Simplify Deccan and
subsequently to Kingfisher Red. Kingfisher Red is Kingfisher Airline's low-cost class on domestic
routes. Passengers are given complimentary in-flight meals and bottled water. A special edition of
Cine Blitz magazine is the only reading material provided.
Kingfisher Airlines is the first airline in India to extend its King Club frequent flyer program to its
low-cost carrier as well. Passengers can earn King Miles even when they fly Kingfisher Red,
which they can redeem for free tickets to travel on Kingfisher Airlines or partner airlines.
Kingfisher First
The international Kingfisher First has full flat-bed seats with a 180 degree recline, with a seat pitch
of 78 inches, and a seat width of 20-24.54 inches. Passengers are given Merino wool blankets, a
Salvatore Ferragamo toiletry kit, a pajama to change into, five-course meals and alcoholic
beverages. Also available are in-seat massagers, chargers and USB connectors.
Every Kingfisher First seat has a 17 inch widescreen personal television with AVOD touch screen
controls and offers 357 hours of programming content spread over 36 channels, including
Hollywood and Bollywood movies along with 16 channels of live TV, so passengers can watch
their favorite TV programmes live. There is also a collection of interactive games, a jukebox with
customizable playlists and Kingfisher Radio. Passengers are given BOSE noise cancellation
headphones.
The service on board the Kingfisher First cabins includes a social area comprising a full-fledged
bar staffed with a bartender, a break-out seating area just nearby fitted with two couches and bar
stools, a full-fledged chef on board the aircraft and any-time dining. A turn-down service includes
the conversion of the seat into a fully-flat bed and an air-hostess making the bed when the
passenger is ready to sleep.
Both Kingfisher First and Kingfisher classes feature mood lighting on the Airbus A330-200 with
light schemes corresponding to the time of day and flight position.
Kingfisher Class
The international Kingfisher Class seats offer a seat pitch of 34 inches, a seat width of 18 inches
and a seat recline of 25 degrees (6 inches). Passengers get full length modacrylic blankets, full size
pillows and business class meals. There are in-seat chargers and USB connectors.
Each Kingfisher Class seat has a 10.6 inch widescreen personal television with AVOD touch
screen controls. The IFE is similar to that of the international Kingfisher First class.
2. In-flight entertainment
Kingfisher's IFE system is the Thales TopSeries i3000/i4000 on-board the Airbus A320 family
aircraft, and Thales Top Series i5000 on-board the Airbus A330 family aircraft provided by the
France-based Thales Group.
Kingfisher was the first Indian airline to have in-flight entertainment (IFE) systems on every seat
even on domestic flights. All passengers were given a "welcome kit" consisting goodies such as a
pen, facial tissue and headphones to use with the IFE system. Now, passengers of kingfisher class
are not given "welcome kits" but as mentioned earlier, a complimentary bottle of lemonade and
earphones for use with the IFE are still given. Initially, passengers were able to watch only
recorded TV programming on the IFE system, but later an alliance was formed with Dish TV to
provide live TV in-flight.[25] And in a marked departure from tradition, Kingfisher Airlines decided
to have an on-screen safety demonstration using the IFE system, however the conventional safety
briefing by the flight attendants still exists on many flights.
Kingfisher Lounge
Kingfisher Lounges are offered to Kingfisher First passengers, along with King Club Silver and
King Club Gold members. Lounges are located in:
Bangalore, Chennai, Delhi, Kolkata, Hyderabad, Mumbai
King Club
The Frequent-flyer program of Kingfisher Airlines is called the King Club in which members earn
King Miles every time they fly with Kingfisher or its partner airlines, hotels, car rental, finance and
lifestyle businesses. There are four levels in the scheme: Red, Silver, Gold and Platinum levels.
Members can redeem points for over a number of schemes. Platinum, Gold and Silver members
enjoy access to the Kingfisher Lounge, priority check-in, excess baggage allowance, bonus miles,
and 3 Kingfisher First upgrade vouchers for Gold membership. Platinum members get 5 upgrade
vouchers.

Competitors
a) Spice Jet is a low-cost airline. Their marketing theme "offering low 'everyday spicy fares' and
great guest services to price conscious travelers". Their aim is to compete with the Indian Railways
passengers traveling in AC coaches.
b) Air Deccan (Kingfisher Red) is an airline based in Bangalore, India. It was India's first low-cost
carrier. Air Deccan grew rapidly since it first started air operations in 2003, and despite its almost
disastrous maiden inaugural flight (which caught fire), it continued to grow. The growing Indian
economy and the increasing number of middle-class people in India have greatly helped its growth.
The Airline changed its brand name to ‘Kingfisher Red’ after association with the Kingfisher
Airline.
c) GoAir is The People’s Airline, a low cost carrier promoted by The Wadia Group is a domestic
budget airline based in Mumbai, India established in June 2004. It’s a relatively small player as
compared to other low cost airlines.
d) IndiGo Airlines is a new and a private domestic airline based in India. IndiGo placed an order
for 100 Airbus A320 aircraft during the 2005 Paris Air Show. The total order was worth US $6
billion; one of the highest by any domestic carrier during the show. The low-fare carrier has started
operations from 04 Aug 06.
e) Jet Airways a “regular” airline which offers normal economy and business class seats. Jet
Airways, along with Air Sahara, is the only airline which survived the dismal period of 1990s
when many private airlines in India were forced to close down. Jet Airways is an airline based in
India serving domestic and international routes. The airline operates over 300 flights to 43
destinations across the. Air Sahara has now merged with Jet Airways and changed the brand name
to Jetlite.
f) Air India is a state-owned flag carrier of the Republic of India. It operates a fleet of Airbus and
Boeing aircraft serving Asia, Europe and North America. It is India's oldest and largest airline. Its
corporate office is located at the Air India Building at Nariman Point in South Mumbai. It is the
16th largest airline in Asia.

Study of Competitors
Air India
Air India is a state-owned flag carrier of the Republic of India. It operates a fleet of Airbus and
Boeing aircraft serving Asia, Europe and North America. It is India's oldest and largest airline. Its
corporate office is located at the Air India Building at Nariman Point in South Mumbai. It is the
16th largest airline in Asia.
Air India has two major domestic hubs at Delhi and Mumbai respectively and one international
hub at Frankfurt. London acts as a focus city for the airline.
Star Alliance announced on 13 December 2007 that it had invited Air India to join as a member.
Air India is set to become a full Star Alliance member by March 2011.
Air India is a part of the Indian government-owned National Aviation Company of India Limited
(NACIL).
Products (service)
Flying Returns

Flying Returns is Air India's frequent flyer programme. The programme is also shared by Indian
Airlines and all other NACIL carriers.
Maharaja Lounge
Air India's Maharaja Lounge at New York City's John F. Kennedy International Airport
Maharaja Lounge means "Emperor's Lounge", and is offered to First and Business class
passengers. Air India shares lounges with other international airlines at international airports that
do not have a Maharaja Lounge available. There are five Maharaja Lounges, one at each of the five
major destinations of Air India, which are as following:
India: Delhi and Mumbai
International: London-Heathrow and New York-JFK
Prices
Booking
Mumbai to Air India
Class
Bangalore Economy INR 4,125
Chandigarh Economy INR 5,100
Chennai Economy INR 4,325
Delhi Economy INR 3,725
Hyderabad Economy INR 2,575
Kolkata Economy INR 5,325

Geographical location
Air India serves 11 domestic destinations and 17 international destinations in 10 countries across
Asia, Europe and North America. Air India's short-haul routes mainly include domestic cities and
cities in South East Asia and South West Asia.
For short-haul routes its Airbus A310, Airbus A330, Boeing 747-400 and Boeing 777-200/-
200ER are used apart from Airbus A320 family aircraft of Indian Airlines which are operated with
Air India call sign and code.
The airline has long-haul destinations in East Asia, Europe and North America which are served
using Boeing 777-200LR/-300ER aircraft. Its non-stop Mumbai-New York City route operated on
a Boeing 777-200LR is the longest route originating out of India.
Frankfurt Airport in Germany acts as a scissors hub to provide onward Trans-Atlantic connections
to the United States. However, Air India will terminate its scissors hub operation at Frankfurt by
October 30, leaving only one daily flight to Delhi.
Since the early 1960s, London always has been a major focus city for Air India right from the time
when it launched its first Trans-Atlantic services.
Jet Airways
Jet Airways is a major Indian airline based in Mumbai, Maharashtra. It is India's second largest
airline after Air India and the market leader in the domestic sector. It operates over 400 flights
daily to 67 destinations worldwide. Its main domestic hubs are Mumbai and Delhi. It has an
international hub at Brussels Airport, Belgium. Jet Airways is owned by the London-based
billionaire Naresh Goyal.
Product (Services)
Cabin
Domestic & international short haul
Boeing 737 Next Generation aircraft are configured in and Economy Classes. Some Boeing 737s
have and all Economy Class cabin layout. The ATR 72-500 have Economy class configuration
only.
Première
The Première features 40-inch extra-wide seats with a personal Widescreen LCD attached to each
seat. The Première cabin is configured in a 2-2 abreast pattern.
Economy Class
Jet Airways Economy class on its Boeing 737 Next Generation features 30-inch seat pitch with
personal Widescreen LCD behind each seat. Jet Airways was the World's first airline to introduce
in-flight entertainment systems on the Boeing 737 aircraft. The Economy class cabin is configured
in a 3-3 abreast pattern on the Boeing 737 Next Generation and 2-2 abreast pattern on the ATR 72-
500.
International long haul
With the arrival of its new Airbus A330-200 and Boeing 777-300ER aircraft, Jet Airways has
introduced a new cabin with upgraded seats in all classes. The Airbus A330-200 aircraft have two
classes: Première and Economy. The Boeing 777-300ER aircraft has three classes of service: First,
Première (Business), and Economy. Jet Airways has a three-star rated first and Business Class, and
is in the top twenty-five business classes reviewed by Skytrax. Economy class has been reviewed
as a three-star product by Skytrax. Being a Full Service Airline, meals are served on all classes of
travel.
First Class
First class is available on all Boeing 777-300ER aircraft. All seats convert to a fully-flat bed,
similar to Singapore Airlines first class seat but much smaller. It was the twenty-second airline in
the world to have private suites. All seats in First have a 23-inch widescreen LCD monitor with
audio-video on-demand systems (AVOD), BOSE noise canceling headphones, in seat power
supply, and USB ports etc. Jet Airways is the first Indian airline to offer fully-enclosed suites on its
aircraft; each suite has a closable door, making for a private compartment. Skytrax consumer
airline reviewers recently rated Jet Airways First Class as being 14th best in the world.
Première
Première (Business Class) on the Airbus A330-200 and Boeing 777-300ER international fleet has
a fully-flat bed with AVOD entertainment. Seats are configured in a herringbone pattern (1-2-1 on
the Boeing 777-300ER, and 1-1-1 on the Airbus A330-200), with each seat offering direct access
to the aisle. Première seats on the A330-200s leased from ILFC are configured differently in a 2-2-
2 non-herringbone pattern. Each Première Seat has a 15.4-inch flat screen LCD TV with AVOD.
USB ports and in-seat laptop power are provided. All seats are standard recliner business-class
seats with a few newer aircraft with electronic recline and massager.
Economy Class
Economy class on Jet's A330-200/777-300ER aircraft has 32-inch seat pitch. Seats on the A330-
200/777-300ER have a "hammock-style" net footrest. The cabin is configured in 2-4-2 abreast on
the Airbus A330-200, 3-3-3 on the Boeing 777-300ER. Each Economy seat on the A330-200/777-
300ER has a personal 10.6-inch touch screen LCD TV with AVOD.

All three classes feature Mood lighting on the Airbus A330-200 and Boeing 777-300ER, with light
schemes corresponding to the time of day and flight position.

Jet Screen IFE in Economy class on-board a Boeing 737-800

In-flight entertainment
Jet Airways' Panasonic eFX IFE system on-board the Boeing 737-700/800 and Panasonic eX2 IFE
system on-board the Airbus A330-200/Boeing 777-300ER, called "JetScreen", offers audio video
on-demand programming (passengers can start, stop, rewind, and fast-forward as desired). It has
over 100 movies, 80 TV programmes, 11 audio channels and a CD library of 125 titles. The
system operates via individual touch screen monitors at each seat, and is available in all classes.
Airport lounges
Jet Airways Lounges are offered to First and Première Class passengers, along with Jet Privilege
Platinum, Gold or Silver card members. The international lounge at Brussels has showers, business
centre, entertainment facilities and children's play areas. Lounges are located in:
Bangalore, Brussels, Chennai, Delhi, Hyderabad, Jaipur, Kolkata, Mumbai, Newark
Frequent-flyer program
JetPrivilege is Jet Airways’ frequent-flyer program.
Prices
Booking
Mumbai to Jet Airways
Class
Bangalore Economy INR 2,533
Chandigarh Economy INR 3,902
Chennai Economy INR 3,283
Delhi Economy INR 3,283
Hyderabad Economy INR 2,283
Kolkata Economy INR 3,982
Geographical location
Jet Airways serves 44 domestic destinations and 23 international destinations in 19 countries
across southern Africa, Asia, Europe and North America.
Jet Airways' short-haul routes include 44 domestic destinations in India and a few international
destinations in South Asia, Southeast Asia and Middle East. Short-haul destinations are served
using Boeing 737 Next Generation. ATR 72-500s are used only on domestic regional routes.
Jet Airways serves cities in Africa, East Asia, Southeast Asia, Europe and North America as its
long-haul routes using its Airbus A330-200 and Boeing 777-300ER aircraft. London, England was
the airline's first long-haul destination and was launched in 2005.
Since 2007 Jet Airways has had a scissors hub at Brussels Airport in Belgium for onward trans-
Atlantic connections to Canada and the United States.
SWOT ANALYSIS
A SWOT analysis carried out on the Kingfisher Airline reveals the following:
(a) Strengths:
 Strong Brand value
 Reputation in the minds of customers.
 Quality of the service.
 First airline to have new fleet of airbuses.
(b) Weaknesses:
 High Ticket prices.
 Still not a profit-making organization.
(c) Opportunities:
 The expanding tourism Industry.
 Untapped Air cargo market.
 Under penetrated Domestic Market.
(d) Threats:
 Competitors.
 Fuel Price Hike.
 Economic Slowdown/Recession.
 Alienation of Government passengers.
 The Government servants traveling on Official Duty have to use Air-India only.
 Tourism Saturation.
 Declining Promotions and sponsorship.
Market Share
Conclusion
To increase the market share of the company, kingfisher airlines can take the following steps:
1.Reduce the labor cost
2. Simplify the flight operations
3. Offer more transparent pricing
4. Get smart on fuel
Kingfisher Airlines is the first carrier in the country to offer live in-flight entertainment.
Kingfisher Airlines Ltd and Dish TV have joined hands to provide live in-
flight entertainment on Kingfisher aircraft.
The service would enable airline’s customers to book air travel ticket after securing an application
on their GPRS-enabled mobile handsets.
On the promotional front, Kingfisher has signed up the latest diva of Bollywood Ms. Deepika
Padukone as the Brand Ambassador.