Kingfisher Airlines

Marketing Strategy Analysis Professor Henry Robben Satpal Daryanani

‘202 million delighted customers by 2020’

Understanding the present of Kingfisher airlines domestic services and analyzing the options available to achieve their BHAG

ABOUT THE COMPANY

Kingfisher Airline is a private airline based in Bangalore, India. Around 66% of Kingfisher Airlines is owned by Mr. Vijay Mallaya United Beverages Group through his holding companies. Other investors include financial institutions and individual investors. Kingfisher Airlines started its operations on May 9, 2005 with a fleet of 4 Airbus A320 aircrafts. The airline currently operates on 42 domestic routes and 6 international routes. Kingfisher is one of only six airlines in the world to have a five star rating from skytrax. It has also received multiple awards for best airline, best service, innovation etc.

PRODUCT OFFERINGS:

Kingfisher meets the demands of its customers with services such as personal valet at the airport to assist in baggage handling and boarding, exclusive lounges with private space, accompanied with refreshments and music at the airport, audio and video ondemand, with extra-wide personalized screens in the aircraft, sleeperette seats with extendable footrests, and three-course gourmet cuisine.

CUSTOMER NEEDS

Apart from the basic function on travel the company also provides a hassle free safe journey. When associated with Kingfisher airlines a customer feels like • Transportation • Oneworld • Personal Valet at a guest in somebody’s home while at the same time curb • Safety • King Club • In-flight services • Convenience • Relationship providing him with an aura of success. The personalized Manager • Off flight services attention to detail in quality and services from the time • Service upgrades you book a ticket to the time you leave the airport all gives the ‘guest’ an experience of success while at the same give him a feeling of being taken care of and being pampered....