Marketing Plan of Kingfisher

INDIAN INSTITUTE OF FINANCIAL MANAGEMENT, INDORE

Marketing Plan of Kingfisher Airlines

Submitted To:Submitted By:Prof. PrakherSharma Ankit Agrawal Devendra Thakur

Airline Industry in India

• One of the fastest Growing Aviation market. • There are approximately 1 billion people & only about 0.05% of them fly. • More and more middle class families now prefer Air Travel to Traditional Rail travel. • The Indian Travel market is expected to triple to $51 billion by 2011 from 16.3 billion in 2005-06. • AAI totally manages 127 airports  - includes 13 International airports;  - 7 custom Airports;  - 80 Domestic airports;  - 28 Civil enclaves. • Over 1100 registered aircrafts. • By 2020, Indian airports are estimated to handle 100 million passengers including 60 million domestic passengers. • The amount of cargo handled will fall in the range of 3.4 million tones

History of Indian Airlines

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1911 First Commercial flight Airmails from Allahabad to Naini(10 km) 1932 The Aviation Department of Tata Sons ltd. established 1938 Tata Airlines(successor to Aviation division of Tata Son) 1946 Tata Air Lines converted into a public Company and renamed as Air India Limited 1948 Air India International incorporated 1953 Nationalization of Aircraft Industry Air India(serving the international sectors) Indian Airlines(serving domestic sectors) Deccan Airways, Airways India, Bharat Airways, Himalayan Aviation, Kalinga Airlines, Indian National Airways and Air Services of India 1986 Private Sector Players permitted as Air Taxi operators Players including Jet, Air Sahara, NEPC, East West, Modiluft, etc started service

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1990 1994 2003 2007

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Open sky policy Private Carriers permitted to operate scheduled services Entry of low-cost carriers Merger of Indian Airlines into Air India Acquisition of Air Sahara by Jet Airways 2008 Kingfisher acquired 49% stake in Deccan Aviation

Regulatory Authorities

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