MARKETING MANAGEMENT Term Project Airline Industry

Presented by: ANIT KUMAR ROY

Indian Aviation
The liberalization of aviation sector: mid-nineties Growth : large number of private service airlines Joint venture :Strong government support and private participation With the availability of skilled manpower, and constructive business environment - India is eyecatching investment destination

Major Players

Note: As on June 2011

Kingfisher Airlines Ltd.

Commenced Commercial operation in 2005 Vision: The Kingfisher Airlines family will consistently deliver a safe, value-based and enjoyable travel experience to all our guests.

SWOT Analysis
STRENGTHS
Strong brand value and image Reputation in the minds of the consumer Focus on 1st class and LCC segment with Kingfisher & Kingfisher Red Strong and competent management Part of UB group First Indian airline to have a new fleet of planes Innovative and excellent pre-flight, on-flight and post-flight services Services 75 domestic and 3 international destinations Kingfisher operates a fleet of 79 aircrafts comprising of airbus and ATR

SWOT Analysis cont

WEAKNESS:
High maintenance cost at ground and airline Still in RED (still to Break Even) An outstanding of 702.88crs to ATF marketing cost till June 2011 High ticket pricing (KF First & Class) Tough competition from Indian as well as international players

SWOT Analysis cont

OPPORTUNITIES:
Poor service of competitors Problems like strikes etc. in competitors Growth in air travel More leisure travelers and destinations Untapped opportunity in International Markets Untapped cargo market Expanding tourism business

SWOT Analysis cont

THREATS:
Rising ATF prices Other low cost airlines Government initiatives in railways with fast running trains like Duronto Better express ways Threat of terrorism Over capacity in the skies Economic slowdown like recession Infrastructure issues

Porters 5 Forces Analysis

Micro Environment

Macro Environment
Demographic Economic Natural Technological Cultural Political

Customer Service Delivery Chain

Segmentation
Targeting Positioning Consumer Buying Behavior Consumer Trends Augmented Services

Consumer Behavior

Kingfisher Airlines Strategy

Ticketing Strategy Kingfisher Elite King Mobile Little Wings Kingfisher Holidays