kingfisher airlines actual[1]

Kingfisher Airlines (section A)

Submitted to:-

Prof. Freda J Swaminathan

Submitted by:-

FMG 18 A

Abhishek Aggarwal (91002)

Divanshu Kapoor (91017)

Gokul Nath (91019)

Neha Kasturia (91037)

Manish T. N. Singh (91053)

SBM Brand Audit AssignmentKingfisher Airlines (section A)

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Table of ContentsDifferent Brand elements of the brand.....................................................................................................4

Brand elements............................................................................................................................................... 4

1. Brand names and URL.................................................................................................................... 4

2. Logos and symbols...........................................................................................................................5

3. Brand Ambassadors.........................................................................................................................6

4. Slogans and jingles........................................................................................................................... 7

5. Packaging and Signage................................................................................................................... 8

Has the history of the brand made a difference to its success?...................................................10

Lineage of the Kingfisher Brand.......................................................................................................10

Effect on brand from the takeover of Air Deccan:....................................................................10

Effects on Brand image due to Mr. Vijay Mallay’s image.......................................................11

What are the Points of Parity (POP) & Points Of Difference (POD)...........................................12

Points of parity............................................................................................................................................. 12

1) Good connectivity and wide coverage..................................................................................12

2) Standard quality fleets.................................................................................................................12

3) Safe and comfortable travel experience...............................................................................12

4) Low Cost Carrier.............................................................................................................................13

Points of Difference.................................................................................................................................... 13

1) Lifestyle Image................................................................................................................................ 13

2) In-flight entertainment................................................................................................................13

3) Exclusive services.......................................................................................................................... 14

4) Premium Service............................................................................................................................ 14

What are the Product related attributes?..............................................................................................15

Tangible Attributes:....................................................................................................................................15

1. Coverage and connectivity.........................................................................................................15

2. Fleets....................................................................................................................................................15

Intangible Attributes..................................................................................................................................16

1. Safety................................................................................................................................................... 16

2. Services............................................................................................................................................... 17

3. Comfort............................................................................................................................................... 17

4. Cuisine................................................................................................................................................. 17


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5. In-flight entertainment................................................................................................................18

6. Punctuality........................................................................................................................................ 18

Other services........................................................................................................................................... 18

What is the Brand Portfolio?.......................................................................................................................19

In Domestic market:................................................................................................................................... 19

A. Kingfisher First................................................................................................................................19

B. Kingfisher Class...............................................................................................................................20

C. Kingfisher Red................................................................................................................................. 20

In International Market:........................................................................................................................... 21

A. Kingfisher First................................................................................................................................21

B. Kingfisher Class...............................................................................................................................21

Some other category.................................................................................................................................. 22

I. Kingfisher Elite................................................................................................................................22

Ambush Marketing by Kingfisher Airlines............................................................................................22

What is the competition doing?.................................................................................................................27

Explore the brands in terms of customer knowledge, sources of brand equity, role of celebrities, sports and culture and philanthropy...............................................................................34

Customer Knowledge.................................................................................................................................34

Sources of brand Equity............................................................................................................................35

Role of Celebrity........................................................................................................................................... 36

Role of Sports and Culture.......................................................................................................................37

Role of Philanthropy...................................................................................................................................37

What is your Brand’s Mantra?....................................................................................................................39

Brand Mantra................................................................................................................................................ 39

Work out a CBBE pyramid for your brand............................................................................................42

1 – Level: Salience........................................................................................................................................42

2 – Level: Performance (Left-hand side) & Imagery (Right-hand side)..............................43

3 – Level: Judgments (Left-hand side) & Feelings (Right-hand side)...................................43

4 – Level: Resonance.................................................................................................................................. 43

Recommendations........................................................................................................................................... 44


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Different Brand elements of the brand

Brand elements:

1. Brand names and URL

The brand name Kingfisher was already an established brand in the liquor industry.

Kingfisher beer was positioned as a lifestyle beer owned by the UB group. The same

name was extended to the Kingfisher airlines and the name “Kingfisher” remains

constant to all the offerings made by Kingfisher airlines e.g.: The four classes offered by

the airlines have the name:

a) Kingfisher Red

b) Kingfisher First

c) Kingfisher Elite

d) Kingfisher Class

For cargo the airlines operates under the brand name:

e) Kingfisher Cargo

The brand name “Kingfisher” has a very strong brand image and high recall amongst the

customers. Other forays of the UB group into different industry or sector also carry the

brand name “Kingfisher” with it e.g.:

Kingfisher

Holidays

:Tourism and Travels Sector

Kingfisher

Calendar ,

Kingfisher

Explocity

:Print \ Media

Kingfisher Cargo :Logistics \ Supply Chain


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The brand name is so strong that even when the company was posting negligible losses

the equity analysts KPMG valued the group very high after factoring in the premium

commanded by the brand name “Kingfisher”. The brand name is so strong that it has

been successfully extended to several other industries in which UB group has interests.

The company operates its many websites with the brand name Kingfisher e.g. :

http://www.kingfisherworld.com/

http://www.kingfisherholidays.com/

www.fly kingfisher .com/

www. kingfisher calendar.com

www. kingfisher academy.com/

The emphasis on the brand name “Kingfisher” is clear in the web URL’s.

2. Logos and symbols

The Logo consists of a kingfisher bird hovering above a water body with the word

Kingfisher written in capital letters below it. The bird is shown in bright colours most

prominent being the blue \ violet and orange colour.

The background of the logo is red in colour. The focus on red colour is very high during

the promotions and advertising campaigns. The logo is a combination of red and white

colours with red occupying most of the space in it. The capital letters shown in the logo

depict the loud and clear message conveyed.

http://www.kingfisheracademy.com/

http://www.kingfishercalendar.com/

http://www.flykingfisher.com/

http://www.kingfisherholidays.com/

http://www.kingfisherworld.com/


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Red is the main colour adopted by the Kingfisher airlines and all the advertisements,

airlines office interiors as well as aeroplane interiors have a high stress on the colour

red. The airlines seats are all covered with the red coloured cloth covers.

The logo depicts:

a) Youthfulness: With choice of bright and contrasting colours

b) Fun-filled: Choice of kingfisher bird at the top which is colourful, vibrant yet

agile and fast

c) Flamboyant lifestyle: The bold capital letters, loud and bright colour

combinations and bigger fonts with respect to the space of the logo show the

flamboyant and outgoing lifestyle image of the airlines.

The name Kingfisher in the web URL of the airlines and allied websites is highlighted in

bold to emphasise on the name Kingfisher.

3. Brand Ambassadors

The chairman of the group Mr. Vijay Mallya himself spearheads the brand. Mr. Mallya is

known as the Richard Branson of the East due to his flamboyant, luxurious and outgoing

lifestyle.


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The airlines also have Deepkia Padukone as brand

ambassador and involve celebrities like Yana Gupta and other

top models in the bollywood for its promotions and

marketing.

Deepika Padukone was selected as the brand ambassador for

the Kingfisher. She was a successful debutant in the Bollywood

after her very successful blockbuster movie Om Shanti Om.

She was liked a lot by the young generation and had a huge fan

following.

Vijay Mallya has built a reputation for splurging his money in the public. He is the key

sponsor to many of India's top derby championships, he owns a yacht once owned by

Elizabeth Taylor, flies a personal Boeing business jet, owns super stylish homes in

London, US, Dubai and India. Vijay Mallya is a diehard party animal, and is seen as the

personification of a luxurious life!

A great part of the personality of the Kingfisher brand is based on Mallya's personality.

He is credited with having single handedly changed the image of his beer brand from a

commodity to a lifestyle brand.

Vijay Mallya's associations with the rich, trendy and the luxurious have rubbed on his

business venture and the brands. Kingfisher Airlines draws a lot of its brand equity from

Mallya himself.

4. Slogans and jingles

There is no jingle for the Kingfisher airlines but during the cricket world cup Kingfisher

beer came with its most famous jingle “Oola la la la eeee ooooo Oolalala eee OOOO ”. The

advertisement with this jingle was advertised extensively and major cricket players

were used for its screening which made it a very famous ad and with a very high recall

amongst the viewers. The name “Kingfisher” was made further famous due to this jingle

which also helped the Kingfisher airlines in making its own image \ identity easily

recognisable amongst the customers.


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Kingfisher Airlines is has a very welcome and appealing slogan of “Fly the Good

Times”. This slogan appears in all its communications. The slogan depicts high level of

service, comfort and convenience. The best services and high class treatment are the

brand promises of the Kingfisher airlines which is reflected in the slogan. Kingfisher is

always associated with a lavish, flamboyant and outgoing lifestyle

Other notable words used by the airlines are “Guests”, “Fun liners” and “Flying Models”.

Kingfisher airlines never call its customers as passengers but address them as “Guests”.

This adds to the hospitality and warmth of the travel.

The aeroplanes are called “Fun liners” by the Kingfisher airlines to depict the fun and

liveliness experienced during flight. This also communicates and strengthens the brand

promise of a lifetime experience when flying by Kingfisher.

Kingfisher selects its air hostesses though the top modelling agencies of India and they

are called “Flying models” instead of air hostess. The beautiful and smart girls are

appealing, courteous and attractive for the customers.

5. Packaging and Signage

The airplanes have the logo of the flying bird in its tail and the name Kingfisher written

across its body horizontally. The interiors of the airlines are well designed and stress is

on the red color. All the communications in print, media or promotions etc carry the

brand logo on top of it.


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The attire of KFA's cabin crew was designed by noted fashion designer Manoviraj

Khosla and again the emphasis has been on the colour red.

Has the history of the brand made a difference to its success?

Lineage of the Kingfisher Brand:

Yes the history of the other brands of the UB group has had a significant effect on the

brand image of the Kingfisher airlines. Before the airline was launched the Kingfisher

beer from the UB group was positioned as a lifestyle brand. The name Kingfisher was

already into existence and was associated with fun, partying, youthfulness and high

class. This had the bran rub-off effect on the Kingfisher airlines. The UB Group


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commanded more than 40% of the liquor market with Kingfisher beer being one of its

top brands.

Several of the commercials of the Kingfisher beer brand like the one telecasted in the

cricket world cup had a far reaching effect on brand recall and establishing brand

identity which further benefited the airlines.

Effect on brand from the takeover of Air Deccan:

After the launch of the Kingfisher airlines in 2005 there emerged a fierce competition in

the low price segment market in the aviation industry with many players offering

competitive prices and successfully converting the rail passengers to air passengers.

Thus Kingfisher airlines needed a flank product \ offering to insulate itself from price

attacks. Kingfisher took over the low cost carrier “Air Deccan” to start its own low cost

carrier “Kingfisher Red”. Air Deccan was a well known brand and was preferred

amongst the low cost preference customers.

The challenge to Kingfisher was that its own image was that of a luxury and

flamboyance and did not go well with the low cost image where quality of service could

be compromised to keep costs low. But Kingfisher positioned itself as a budget carrier

and not as a low cost carrier and managed to separate its offerings by bifurcating it’s

into 4 classes’ viz. Red, Class, Elite, First. Thus Kingfisher was viewed as a reasonably

priced yet offering the best of the services in its class.

KFA, on its merger with Air Deccan, retained the name 'Deccan' in the new entity

because of its tremendous recall value in the LCC segment; hence the tag 'Simplify

Deccan'. Instead, had they directly changed the name to Kingfisher Red, it may have

eroded the 'loyal' customer base that Air Deccan enjoyed due to its 'emotional connect'

with its customers. At the same time, KFA changed the logo to the Kingfisher

bird depicting vibrancy and activity. Kingfisher's red and white replaced Deccan's

yellow and blue.

After a period of ten months, when Kingfisher had established the fact that people could

associate 'Simplifly Deccan' with Kingfisher by means of the image makeover of the


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former's crew and fleet, Simplifly Deccan was rebranded to Kingfisher Red, eliminating

the Deccan name altogether, and establishing the movement of the airline towards the

Kingfisher 'flying experience'. While Simplify Deccan was a no-frills low cost carrier,

Kingfisher Red highlighted the 'delight of flying' in spite of offering low fares, keeping

up Kingfisher's brand promise. Kingfisher Red offered new features like web check-in,

in-flight reading material, and frequent flier programs.

Effects on Brand image due to Mr. Vijay Mallay’s image

Vijay Mallya has built a reputation for splurging his money in the public. He is the key

sponsor to many of India's top derby championships, he owns a yacht once owned by

Elizabeth Taylor, flies a personal Boeing business jet, owns super stylish homes in

London, US, Dubai and India. Vijay Mallya is a diehard party animal, and is seen as the

personification of a luxurious life!

A great part of the personality of the Kingfisher brand is based on Mallya's personality.

He is credited with having single handedly changed the image of his beer brand from a

commodity to a lifestyle brand. Vijay Mallya's associations with the rich, trendy and the

luxurious have rubbed on his business venture and the brands. Kingfisher Airlines

draws a lot of its brand equity from Mallya himself.

What are the Points of Parity (POP) & Points Of Difference (POD)

Points of parity

1) Good connectivity and wide coverage

Kingfisher operates close to 400 daily flights to 71 destinations, with regional and long-

haul international services. Kingfisher Airlines serves 63 domestic destinations and 8


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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. Kingfisher has its medium, long-haul destinations in East Asia, Southeast

Asia, and Europe.

2) Standard quality fleets

Every Kingfisher aircraft meets the global standards that have been set in terms of

safety; moreover, they have set of brand-new fleet which incorporates the latest

technology available. Kingfisher currently operates a fleet of 11 brand new A320

aircrafts and connects 15 key business and leisure destinations with more than 70

flights daily across India. Kingfisher Airlines' fleet currently consists of ATR 42, ATR 72

and Airbus A320 family aircraft for domestic and short haul services and Airbus A330-

200s for international long-haul services. The average age of its fleet as of January 2009

was 2.3 years. All ATR's and a few aircraft from the A320 family are used for Kingfisher

Red service.

3) Safe and comfortable travel experience

Kingfisher Airlines main vision is to deliver safe, value-based and enjoyable travel

experience to all its passengers based on its core values of 'safety', 'service',

'accountability' and 'teamwork'. It provides desired or expected hospitality with basic

facilities like comfortable seats, food, roaming space and appropriate baggage handling

to all its passengers.

4) Low Cost Carrier

With acquisition of Air Deccan (largest low cost carrier in India) Kingfisher Airlines

forayed into Low cost carrier segment as Kingfisher Red. Kingfisher Red is the low fare

service of KFA focused on the growing middle class who are price conscious. With

Kingfisher Red, it caters to the low price need of the passengers.

Points of Difference


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1) Lifestyle Image

Kingfisher Airlines has carved a distinct position for itself by its flamboyant lifestyle

image and by offering a great flying experience with comfort seating, personalized

entertainment and services to its passengers. It is one of the finest luxury airlines of

India. It promises you a smooth and stress free air journey, which is truly world class in

every sense. Kingfisher airlines sold the concept of lifestyle through its glamorous

airhostesses, red-the color of vibrancy, and added hospitality which made every

passenger feel like a guest on board-a-craft. It marketed itself as a budget airline

targeting the middle of the market. It used multiple promotional campaigns, from

having India's top model Yana Gupta on flight, to schemes on discounted tickets,

initially, to invite people to experience the 'good flying' concept.

2) In-flight entertainment

Kingfisher's IFE system is the Thales TopSeries i3000/i4000 on-board the Airbus A320

family aircraft, and Thales TopSeries 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. Kingfisher Airlines also provide

personalized entertainment in the form of audio and video on-demand accompanied

with extra-wide personalized screens in the aircraft. It also includes in-flight reading

material.

3) Exclusive services

Kingfisher Airlines offers many exclusive services to its passengers that include

personal valet at the airport to assist in baggage handling and boarding, personal and

exclusive lounges with private space, refreshments and music at the airport,

comfortable Sleeperette seats and a delicious three-course gourmet meal at aircraft.

Further, under King Club, the Frequent-flyer program of Kingfisher Airlines 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,


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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.

Lastly, with the launch of King Mobile, Kingfisher Airlines becomes the first Indian

Airline to launch a range of services on the mobile platform. Now you can check for

flight updates, buy tickets through SMS or access a world of services through a simple

mobile application - anytime anywhere.

4) Premium Service

Kingfisher Airlines is India’s first and only Five Star airline, rated by Skytrax (A United

Kingdom-based consultancy that conducts research for commercial airlines) and the

only one to offer a premium first class. By elevating its customers to a level of being

‘guests’ and not just passengers, Kingfisher Airlines has endeared itself to consumers.

Kingfisher Red, the low cost carrier of Kingfisher Airlines is the only airline that offers

additional services compared to other traditional low cost carriers and yet economical

compared to full service carriers. Kingfisher Red has carved for itself a straddle

position: low fare flying with the experience of a premium one.

What are the Product related attributes?

Tangible Attributes:

1. Coverage and connectivity

Kingfisher operates close to 400 daily flights to 71 destinations, with regional and long-

haul international services. Kingfisher Airlines serves 63 domestic destinations and 8


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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. Kingfisher has its medium, long-haul destinations in East Asia, Southeast

Asia, and Europe.

2. Fleets

Every Kingfisher aircraft meets the global standards that have been set in terms of

safety; moreover, they have set of brand-new fleet which incorporates the latest

technology available Kingfisher Airlines' fleet currently consists of ATR 42, ATR 72 and

Airbus A320 family aircraft for domestic and short haul services and Airbus A330-200s

for international long-haul services. It is the first airline in India to a have signed a

contract with Airbus for A380 and A350. The average age of its fleet as of January 2009

was 2.3 years. All ATR's and a few aircraft from the A320 family are used for Kingfisher

Red service.

Kingfisher's fleet consists of the following aircraft as of 15 August 2010:

Kingfisher Airline’s fleet

Aircraft Total Orders OptionsPassengers

Notes

P Y Total

Airbus A319-100 3 — — 0 144 144 All 3 dry-leased

Airbus A320-200

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67 —

20 114 134

11 dry-leasedDeliveries through to 2016

3 0 174 174

10 0 180 180

Airbus A321-200 6 — — 32 119 151 Two dry leased.


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2 0 199 199

Airbus A330-200 5 15 — 30 187 217 Deliveries through 2015

Airbus A350-800 — 5 — TBD Deliveries starting 2015

Airbus A380-800 — 5 5 TBD Deliveries starting 2014

ATR 42-500 2 — — 0 48 48 Both aircraft dry leased

ATR 72-500

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38 20

0 66 6615 new aircraft to be dry

leased8 0 72 72

Total 66 130 25

Intangible Attributes

1. Safety

Kingfisher Airlines places guest safety and comfort above everything else. Kingfisher

Airlines assures passenger safety with state-of-the-art technology and world class

service. With the latest in-flight system and a brand new fleet of aircraft they ensure

that passengers reach their destination safe, secure and relaxed.

2. Services

As a Kingfisher Airlines guest you will always be welcomed in style. Courteous smiles

greet you as you arrive at the airport. To make your journey relaxing airline provides

personal valets to assist you with your baggage and guide you through check-in at their

exclusive check-in counters. They ensure you feel like a special guest at all times.


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A warm and thoroughly professional cabin crew is on call to anticipate your every need

and take care of your every whim. Their truly dedicated crew will make you feel at

home with their personalized and multi-award winning service

3. Comfort

When you fly Kingfisher Airlines, you will feel the difference in every little detail. The

expansive legroom, the fully lie flat bed in Kingfisher First and the widest seat pitch in

the skies, allows you to stretch those tired muscles to the fullest. Thought delights like

touch screen seat controls, sensuous mood lighting, unique starry sky, in-seat chargers,

in-seat massagers, an exclusive amenity kit and facilities like jacket ironing are all there

to give you a feeling of sheer luxury

4. Cuisine

A fine dining experience like no other, complete with a five course, multi-cuisine spread,

the choicest of wines, spirits and beverages and an exquisite dessert menu; the

Kingfisher Experience will delight your taste buds every moment you spend with us.

Right from the exclusive vegetarian silver thali service, dedicated social area with a

professional bartender, any time dining and every bite created to your taste, we treat

you like nothing less than royalty. As if this wasn’t enough. Expect a walk-in bar with a

dedicated bartender serving you the best sips from around the world, specially crafted

soups and desserts along with a sumptuous meal. All taking your in-flight dining

experience to the next level.

5. In-flight entertainment

Kingfisher's IFE system is the Thales TopSeries i3000/i4000 on-board the Airbus A320

family aircraft, and Thales TopSeries 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


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and headphones to use with the IFE system. Kingfisher Airlines also provide

personalized entertainment in the form of audio and video on-demand accompanied

with extra-wide personalized screens in the aircraft. Air Premiere, the premium

Kingfisher Airlines entertainment show is created to make the most of your moments

on board. With a collection of the biggest Bollywood, Hollywood and World Cinema hits,

best-loved TV shows, exciting games and videos to suit your taste, business bytes and

legendary music concerts, streaming in through Bose noise-cancellation headphones,

you will experience entertainment at its best. Alternatively, give in to your shopping

instinct at their “Air Boutique”. One thing is certain; on board a Kingfisher Airlines flight,

you will never have a dull moment. It also includes in-flight reading material like cine

blitz and little wings magazines.

6. Punctuality

This is one aspect where the airline performs below the desired level; there have been

several cases of delayed flights on part of Kingfisher Airlines. This aspect constitutes the

major area of dissatisfaction for the customers.

Other services

Kingfisher Airlines offers many exclusive services to its passengers that include

personal and exclusive lounges with private space, refreshments and music at the

airport. Further, under King Club, the Frequent-flyer program of Kingfisher Airlines

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.

Lastly, with the launch of King Mobile, Kingfisher Airlines becomes the first Indian

Airline to launch a range of services on the mobile platform. Now you can check for

flight updates, buy tickets through SMS or access a world of services through a simple

mobile application - anytime anywhere. Also, they provide the travelers with the


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convenience of e-coupons, discounts on group travel, they have tie ups with

various world class hotels, travel insurance, baggage tracer services etc.

What is the Brand Portfolio?

In Domestic market:

A. Kingfisher First

Kingfisher First is the business class service of KFA focused on business class

passengers who are willing to spend for premium services. The domestic Kingfisher

First seats have a 48 inch seat pitch and a 126 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 personalised 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.

B. Kingfisher Class

Kingfisher Class is the aspirational premium economy service of KFA focused on the

growing middle-class that is trendy, savvy and upwardly mobile. 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


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Hindi TV programmes, a few live TV channels powered by DishTV and Kingfisher Radio.

The screen is controlled by a controller-console on the seat armrest. Earcup

headphones are provided free of cost to all passengers. The default channel shows,

alternating every few seconds, The aeroplane'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 colour 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.

C. Kingfisher Red

Kingfisher Red is the low fare service of KFA focused on the growing middle class who

are price conscious. After Kingfisher Airlines acquired Air Deccan, its name was changed

to Simplifly 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.

In International Market:

A. 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 pyjama to change into, five-


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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

touchscreen 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 customisable 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.

B. 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.

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. It can also be controlled by a detachable remote-control console fitted in the

armrest. This device can be used to control the IFE, reading-lights, play games and even

has a credit-card swipe for shopping on Kingfisher's 'Air Boutique'. It also has a facility

for sending text-messages, though the service isn't provided by Kingfisher.

Some other category

I. Kingfisher Elite


22

Kingfisher Elite under Business Travel category is a special charter service that is

designed to offer passengers a flexible flying experience. Flying within the comfort of

their own schedule, they can now travel in an aircraft reserved exclusively for them and

choose where, when and with whom they wish to travel. With access to over 200

airstrips in India, passenger can now travel on his/her own terms. And if his destination

doesn’t have an airport, Kingfisher will operate out of a smaller airport closer to his

departure or destination point.

Be it Business or Leisure, KA offer a range of aircraft that includes the Eurocopter,

Business Jets and Airbus Corporate Jets. And if passengers are looking to charter aircraft

for groups, they can choose from a fleet which includes Airbus 321, Airbus 320, Airbus

319, ATR 72-500 and ATR 42-500 aircraft depending on your requirements.

Ambush Marketing by Kingfisher Airlines

Kingfisher has done it several times. With the entry of low coast carriers in the Indian

Airlines Industry, kingfisher has tried to attack its opponents with some creative ads.

Innovative advertisement by Kingfisher Airlines here tries to snatch attention from Jet

Airways' ad hoarding.


23

Jet Airways says, "We've changed." Kingfisher Airlines comes up with a cheeky billboard

above Jet's hoarding that says, "We made them change!" Fly Kingfisher and experience

the finest service in the sky.

On another occasion kingfisher was seen taking potshots at Indigo, though the

marketing agency handling campaign for Kingfisher airlines said that these are not

really directed to indigo as much as to the consumer who are flying indigo which is

considerably less comfortable. Since this advertisement came out during the times of

slowdown we believe that Kingfisher was finding it difficult to fill their capacity and

they assumed that customers (especially corporates) were swithcing on to low cost


24

airlines. The campaign was aimed at getting them back. They were perceiving

competition from every airline operator irrespective of their positioning.

This series of campaigns are focused on the functional attributes of the airlines.

Deviating from the usual flashy ads, Kingfisher here is appealing to the Left- brain of the

consumers. The ads are targeting the three segments of users i.e Children, Ladies and

Males but the ads are talking to Men who are the key decision makers.

The ad for the young travelers talks about special kids meal, wide seats and games. The

ad ends with an appeal to the father that " Your little prince deserves to feel like a King".

The next in the series aimed at the decision maker itself. The ad aimed at male traveler

as usual talks about the ' flying models ", the smile that tastes better than the icecream,

spectacle cleaner and the air-boutique. The ad ends with the message ' Every man's seat

feels like his throne'.


25

These campaigns aimed to reinforce the service differentiation of this airline. Kingfisher

has humbled Jet Airways through its clever service differentiation. But to sustain the

service differentiation is not easy because the competition can easily emulate or even

make good on your service strategy. Also the brand should keep its costs under control

when offering service differentiation. That requires a clear understanding on the

consumer expectation regarding the service quality.

With regard to the quality of campaign, it may miss some eyeballs because of not being

an eye catchy ad. But the message surely is smart. The basic premise in this ad campaign

is that Men are the decision makers with regard to this service. May be a campaign

aimed at lady executives may also come in the future.

One strategic reason behind this campaign is to broaden the user base for this brand.

Kingfisher has been a hit with the young (at heart) male fliers and the 'flying models ‘,

in-flight service were well taken by this segment. May be the brand managers feel that

Kingfisher is not perceived as a airline for “Family “. The campaigns, the positioning , the

hostess all make the brand to be perceived as an airline for men. This can create certain

issues in the future and there is a potential problem of the brand restricting itself to a

specific gender. These campaigns try to address this issue and are wooing the non-

business travelers as well as the family members of the TG. By way of addressing the

larger audience , Kingfisher is trying to take on the Jet Airways' main customers.

The television commercial of the Kingfisher Airlines has also been

designed appropriately, as it scores very well on the following parameters:

a. Awareness value: The advertisements of Kingfisher Airlines score very high on

this parameter as it emphasis on most of the features of this airline travel, for

example caring air hostesses, comfortable seats, great food and last but not the

least In-flight entertainment.

b. Connect value: The advertisement posses a very strong connect value with the

customers while emphasizing on its comfort feature. The advertisement


26

showcases a couple with very satisfied expressions on their face, little girl

smiling, relaxed passengers etc.

c. Recall value: The brand commercials possess good recall value as the

commercial showcases various beautiful locations like beaches, clear open sky

etc.

d. Attractive: lastly, we would say that brand commercials have a Royal and at the

same time cool quotient to it with very attractive visuals, happy and smiling

people and slick camera work in all their commercials. The song in the

commercials is very soothing and something which captures your attention

immediately and keeps it intact.

What is the competition doing?

As per the latest data from the civil aviation ministry, Passengers carried by domestic

carriers rose 19.3% to 33.9 million passengers in Jan-Aug’10 with Jet Airways recording

the highest market share among domestic carriers, government data showed.

Jet Airways and its budget arm, Jetlite, recorded a combined market share of 27% in

August’10 while Kingfisher Airlines had a 20% share of the aviation market. State-run


27

Air India had an 18.3% market share and budget airline SpiceJet had a market share of

12.6 for the month. Rest of the segregation is as follows:

27%

20%18%

16%

13% 6%

Jet Airways and Jet lite

Kingfisher

NACIL

Indigo

Spice jet

Go Air

Now, since Kingfisher Airlines caters to all segments of the air travel ranging from low-

fare service – Kingfisher Red, to the premium economy service – Kingfisher Class, to the

luxurious Kingfisher First, they have different competitors in each segment.

I. In case of luxurious Kingfisher First, their major competitor is

Jet Airways

Jet Airways is widely regarded as one of India's premium domestic airlines and arguably

the most successful. The airline, which was set up in 1993 after the central government

opened civil aviation to private investment, overtook India's national airline, Indian

Airlines, in the early 2000s in terms of passengers carried. By 2005, Jet Airways had

been listed on India's main stock exchanges and had obtained permission to operate

international flights. It has bases in Delhi, Mumbai, Pune, Kolkata, Hyderabad, Chennai,

and Bangalore.


28

Jet Airways has won many awards for quality service. In particular, the airline is known

for its outstanding in-flight service, food, punctuality, and baggage handling. Staff are

extremely efficient and courteous, and will go out of their way to ensure that you're

comfortable and well looked after.

The airline from time to time has come up with new business and marketing

strategies to maintain and increase their market share in Indian as well as global

market. Some of these are as follows:

In 2006 and 2007 – They acquired Air Sahara (now Jetlite) and entered into low fare

service segment.

In Feb 2007 – It entered into a deal with Hutch (now vodafone) to provide Mobile

ticketing solution

In Nov 2007 – They removed a row of seats from some of its planes to increase overall

leg room for passengers and further came up with an effective billboard campaign to

sell the concept.

In Sep 2008 – They came up with three impressive ad campaigns featuring the Super

star Shahrukh Khan

In Jan 2009 - Jet Airways launched an affiliate marketing programme as part of the

airline's new digital marketing strategy. Here in Affiliate partners integrated Jet

Airways' booking engine on their site and allowed visitors to book Jet Airways tickets

online. Apart from getting direct access to the airline's customised booking engine,

affiliate partners also get promotional content and banners on a regular basis. This deal

was one of biggest of its kind in the short history of affiliate marketing in India.

Also, now Jet Airways have perhaps become the pioneers in the Indian aviation

industry to utilize social media for marketing.

Presence of Jet Airways in Social Media

SOCIAL MEDIA NETWORK FANS

Facebook - 64,222 Twitter - 4,348


29

Jet Airways regularly updates on Facebook and Twitter about their latest travel deals

and offers new flight announcements interesting places to visit Queries/ Redressal

(about flight timings, luggage allowance)

They have uploaded pictures on image sharing sites such as Flickr and videos on

YouTube to showcase their in-flight features. First-time fliers of this airline can now get

an insight of entertainment and other features offered on their flights.

In Apr 2010 - Jet Airways' Jet Privilege, India's largest frequent flyer programme,

entered into a partnership with twelve new partners across the Retail, Finance,

Lifestyle, Hotels and Publishing categories. This partnership will enable passengers to

earn some number of JP miles (gives you the opportunity to pay a lower fare for your

ticket by using your JPMiles in lieu of cash) by spending certain amount with these

partners.

Lastly, they have special services catering to the needs of kids, like providing them with

puzzles and games on board. They also provide exclusive shopping experience to their

passengers on board.

Jet Airways operates on a code share basis with Kingfisher Airlines.

II. In premium economy service their major competitor is National

Aviation Company of India Limited (NACIL), which, was formed

in 2007 with the merger of two national carriers Air India and

Indian Airlines.

As is to be expected with a state-run airline, Indian Airlines has its share of

inefficiencies. Flights are often delayed, flight attendants and in-flight service leave a lot

to be desired, and the airline has been involved in as many as 12 fatal accidents in its


30

history. On the positive side, it has well planned routes and flight schedules, flies to

most destinations in India, and is reliable when it comes to baggage handling.

People prefer Air India and Indian Airlines because of their:

wide coverage and connectivity

age old goodwill

they are state owned so perceived to be more reliable

Apart from that they have got a Frequent fliers programme called Flying Returns for

their passengers under which As a member, you can earn mileage points when you fly

Air India on eligible fare paying tickets, and redeem them for award travel faster than

most programmes. On higher fares, such as full fare economy, and on Business/First

Class, you earn bonus miles, and clock mileage points faster.

You can even earn and redeem mileage points on airline partners, and earn miles on

selected non airline partners. By collecting mileage points one can earn award tickets to

a destination of their choice.

Under Flying Returns only, they offer another service called Premium Clubs which

comprises of The Maharaja Club, Golden Edge Club and Silver Edge club in the

decreasing order of luxuries offered.

However, all said and done things have not been going that good for NACIL, reason for

that has been their mounting losses (in hundred crores) due to high ATF prices, low

load factors on domestic as well as international routes and other operational

inadequacies. To counter this problem a panel was set up in 2008 to discuss a revival

plan.

Now, NACIL management is planning a turnaround strategy for Air India, whose losses

in n the fiscal year ended 31 March 2010 has been estimated at Rs5,400 crore.

III. In the low fare service segment i.e. for Kingfisher Red their

major competitors are SpiceJet, IndiGo Airlines, Jet Lite and

GoAir.


31

The growth of these low-cost air carriers has also forced mainstream domestic Indian

airlines to lower their fares.

a) Indigo Airlines is based in Delhi and flies to around 17 destinations all over

India. This privately owned airline started operating in mid 2006, and has a

market share of almost 16%. It's considered to be India's best low cost carrier.

Its airplanes are new and clean, and despite keeping fares low, the airline hasn't

compromised on punctuality, connectivity of flights, safety, or customer service. Of

course, don't expect any frills, but the amount of leg room is decent. If you're looking to

fly with a low cost airline, IndiGo offers good value for money.

b) SpiceJet is another decent, privately owned, low cost carrier. The airline, which

is based in Delhi, started operating in mid 2005. It has just over 12% share of the

market, and services most capital cities in India.

Spice Jet has new and clean planes. However, punctuality on some routes is an issue.

Seats on the older planes can be a bit uncomfortable. Also the limit for check-in baggage

is 20 kilograms, as opposed to 25 kilograms on some other airlines.

c) JetLite used to be Air Sahara until Jet Airways successfully took the company

over in mid 2007. The low cost airline focuses on providing flights that connect

India's capital cities, and it has a 7% share of the market. In addition to its

headquarters in Delhi, it also has bases in Mumbai and Hyderabad.

Unfortunately, what JetLite has in common with its parent airline stops with its brand

name. Many passengers report poor service and baggage handling. Its older aircraft also

have very cramped seating that allows hardly any leg room. The limit for checked-in

baggage is 25 kilograms.

d) Go Air is a small privately owned, low cost airline that started operating in late

2005. It has almost a 6% market share and operates a fleet of brightly colored

airplanes to twelve cities in India. Its remote destinations include Jammu,

Srinagar, and Guwahati. Go Air now has the youngest fleet of aircraft in India,

with the average age of its eight A320 Airbus airplanes being approximately

seven months.


32

Go Air has some of the cheapest domestic fares available in India. However, punctuality

has been a common complaint about this airline in the past. These days, it seems to have

greatly improved. The limit for checked-in baggage is 25 kilograms, and 40 kilograms

for international passengers flying within 24 hours of arrival in India.

Our opinion

We feel that KFA is redefining the low cost carrier (LCC) segment by using Kingfisher

Red as a flanker brand. An exhaustive market survey done by Kingfisher revealed that

an average flier even in the low cost segment expects certain basic services. Kingfisher

Red is positioned between a low cost and full service carrier. It is the only airline that

offers additional services compared to other traditional low cost carriers and yet

economical compared to full service carriers. Kingfisher Red has carved for itself a

straddle position: low fare flying with the experience of a premium one - a premium low

cost carrier as it proudly calls itself. It hopes to foster loyalty amongst its customers

through such positioning.

However, at the same time we know that a typical LCC customer would have certain

basic needs: economy, convenience, comfort and luxury. The fact that the customer

chooses a LCC indicates one's sensitivity to price and hence economy seems to be the

first basic need. This is followed by a need for convenience, which would translate into

wants like punctuality, appropriate baggage handling etc. Following this is a need for

comfort, which includes in-flight reading material, food etc. that Kingfisher Red offers.

And finally luxury, which would comprise the entire set of value added services like

personalized entertainment that KFA (Class & First) provides. Perhaps, akin to the

"Maslow's hierarchy of needs" concept, the higher order need might appeal only when

the lower order one has been satisfied.

The Points of Parity comprise basic services like scheduling, connectivity, cleanliness,

low price (especially) whereas Kingfisher Red's point of difference is clearly the

comfort and the delight experience that the airline highlights. While Kingfisher Red has

focused on services like tele-booking, free food etc, it has ignored the lower order needs

of the customer like economy and punctuality.


33

People expect basic services from Kingfisher like cheaper tickets and adherence to

schedules before facilities like free food. Indigo is the most preferred choice of

consumers in the LCC segment because it delivers extremely well on the price and

punctuality dimensions. In Kingfisher Red's case, the key to positioning now remains

not so much in highlighting the points of difference as much in focusing on the points of

parity.

Taking the case of meals on the airline, a meal increases the price of a ticket by 300 -

400 INR. Is the price-sensitive consumer ready to bear this for getting a 'free' meal?

With the LCC customer being most concerned about price than any other dimension of

value-added services, increasing fares in order to offer a not-much-sought-after 'free'

meal may not be the best move. Perhaps the Spicejet model of selling food on-flight is a

better answer, as it enables the airline to cater to the needs of both the classes of

customers, those who value economy and those who don't mind paying an extra buck

for grub.

Explore the brands in terms of customer knowledge, sources of brand equity, role of celebrities, sports and culture and philanthropy

Primary Research Details


34

Research method: Online Survey

No: of respondents: 92

Target sample: Students, Business people, Managers

Customer Knowledge

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. The customer knowledge of the brand and the brand recall was

much higher compared to its competitors like Jet Airways, Air India and Indigo which

was evident from the primary survey conducted.

The

brand recall chart of the top domestic players in the airlines industry obtained from the

survey is given above and it is evident that Kingfisher has the highest Brand recall with

about 34% compared to a second highest of 24% for Jet Airways. Typical consumer

brand associations for Kingfisher airlines are glamour, luxury, classy, upclass and high

quality service.

Sources of brand Equity

Kingfisher is recognized as the most luxurious airline in the country. It’s also the only

airline to be given a 5 star rating by Skytrax (The official world online aircraft star

rating program). By elevating its customers to a level of being ‘guests’ and not just

passengers, Kingfisher Airlines has endeared itself to consumers. With Mr Vijay Mallya

34%

24%18%

12%9% 3% Brand Recall

Kingfisher Airlines

Jet Airways

Air India

Indigo

Spicejet

Go Air

http://trak.in/tags/business/2010/05/31/best-indian-airlines-kingfisher/

http://trak.in/tags/business/2010/05/31/best-indian-airlines-kingfisher/


35

at the helm, who himself creates an image and equity for the brand, customers expect

the ultimate experience in travelling be it domestically or internationally. Kingfisher

airlines changed the face of it from a low cost airline to a big budget low cost airline by

buying Air Deccan (now Kingfisher Red). The tagline ‘Fly the Good Times’ and the logo ‘

Colourful Kingfisher Bird’ are rated highly apt and forms a key source in building brand

Equity.

The high quality services and good in-flight entertainment and food are other prime

sources of brand equity. They are the first ones to introduce in-flight entertainments in

every seats in domestic skies as well as only one to offer LIVE TV with 16 channels of

live and exciting content. Customers rate the quality of services and other in-flight

services very high compared to the competitors.

1 2 3 4 50

10

20

30

40

50

60

TaglineLogo

1 2 3 4 5

0

5

10

15

20

25

30

35

40

45

Quality of ServicesIn-Flight Entertainment and Food


36

Role of Celebrity

On 30th October 2007, Deepika Padukone was appointed as brand new Ambassador for

Kingfisher airlines. Since Deepika is considered to be a talented individual and thriving

for the best, Kingfisher airlines has picked her up for this particular Job.

The Kingfisher Airlines Brand Ambassador is a young, dedicated and extremely

committed individual who aspires to be the best and typically personifies excellence in

the chosen field in terms of high standards of work. Deepika Padukone, the Kingfisher

Airlines Brand Ambassador, personifies the brand values of Kingfisher Airlines and

what it stands for."

Apart from the official brand ambassador, Deepika Padukone, the company’s chairman

and CEO Mr. Vijay Mallya is a celebrity in himself and his popularity and image also

serves as a source of brand equity. The personality association exercise of the brand

yielded the following results with 56% associating the brand with Vijay Mallya and 41%

associating it to Deepika Padukone.

Role of Sports and Culture

Kingfisher airlines sponsor a variety of sports and cultural events, thus creating inroads

in the customers mind. Some of the events include the Kingfisher airlines Tennis open,

55%

41%

3%

Vijay Mallya

Deepika Padukone

Others


37

IPL cricket matches, F1 racing, Tour package offers etc. The Kingfisher Airlines Tennis

Open (known as the Kingfisher Airlines Tennis Open for sponsorship reasons) is a

professional tennis tournament played on outdoor hard courts. It is currently part of the

International Series of the ATP Tour. It is held annually in Bangalore, India. Mr. Vijay

Mallya flagship firm UB group owns the IPL team Banglore Royal Challengers and RCB

in association with Kingfisher airlines have come up with exciting one-day sports

package tour for cricket lovers. Kingfisher Airlines is also the sponsor of F1 racing outfit,

Force India, in which Vijay Mallya also owns.

Role of Philanthropy

Its keen pursuit of activities in the field of Life Sciences has led to the setting up

of a super specialty hospital - Mallya Hospital at Bangalore

The Vittal Mallya Scientific Research Foundation was set up in December 1987,

in memory of the Group’s Founder, late Mr. Vittal Mallya. It has been actively

involved with a mission called “Science for Humanity” and is a non-profit

organization participating with the Government in a Public Private Partnership

on various projects.

In the field of education, the Group has assisted in the setting up of the Mallya

Aditi International School where the best possible education is imparted.

There is an ongoing commitment to society by way of sponsorships of various

events which are organized by charitable bodies. The Group has also been

responsible for providing bus shelters in the city and water tankers to villages

around Bangalore facing severe water shortages during summer.

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.

The Next Generation Network (NGN) is a programme run by the UKIBC which

has been in existence since October 2007. It is a network of young people - under

40 years of age -- of all nationalities, interested in the UK India business

relationship.

http://en.wikipedia.org/wiki/Frequent-flyer_program

http://en.wikipedia.org/wiki/Vijay_Mallya

http://en.wikipedia.org/wiki/Force_India

http://en.wikipedia.org/wiki/Bangalore

http://en.wikipedia.org/wiki/ATP_Tour

http://en.wikipedia.org/wiki/ATP_International_Series

http://en.wikipedia.org/wiki/Tennis_court#Hard_courts

http://en.wikipedia.org/wiki/Tennis

http://en.wikipedia.org/wiki/Kingfisher_Airlines


38

What is your Brand’s Mantra?

Brand Mantra

Public relations do a much better job of creating a brand than advertising. That is where

Vijay Mallaya had got it right with Kingfisher. It is very likely that any given person has

heard of the person of Mallaya before his brand Kingfisher, or at least that he or she had

heard about the brand before being exposed to its advertisement.

Welcome on-board, feel at home

World class exp, in flight entertainments

Touch the customer at every point


39

Other details

9%17%

42%

20%

12%

Frequency of travel

More than once in a monthOnce in a month3-4 times a yearOnce in a yearVery rearly

Here we found out that majority of our respondants i.e. 42% travel 3-4 times an year.

Brand into airline-hospitality

Buy not customers, but fans

Style statement, redefined values, luxury


40

29%

23%20%

20%7%

2%Preference

Kingfisher Airlines

Jet Airways

Air India

Indigo

Spicejet

Go Air

Here we can see that a large number of our respondants if given an option would like to

travel through Kingfisher Airlines, it is the Airlines’ prominent lifestyle image which

influences such choices of consumers.

1 2 3 4 5

0

5

10

15

20

25

30

35

40

45

Quality of ServicesIn-Flight Entertainment and Food


41

Very Chea

p

Cheap

Medium

Expen

sive

Very Ex

pensiv

e

05

10152025303540

Price

Price

Work out a CBBE pyramid for your brand

CBBE has bottom to top 4-levels as:


42

1 – Level: Salience

Salience means awareness. Kingfisher Airlines has high brand awareness among its

customers. The survey results reveal that Kingfisher Airlines occupies the first place in

the brand ladder of 50% population. This is a very high percentage.

2 – Level: Performance (Left-hand side) & Imagery (Right-hand side)


43

As far as performance is concerned Kingfisher Airlines offers world-class modern

services on board which has set standards throughout India. The aircrafts of Kingfisher

airline include the first Indian order for Airbus A380s. Most of the flights offered by

Kingfisher Airlines have multi Channel video services, the movies are shown to the

flyers on-demand. Now, Kingfisher stands as a chief player in the luxury airline segment.

Kingfisher believes that ‘a flight is not a journey between two airports but an experience

of a lifetime'. Kingfisher Airlines lives upto that image. Kingfisher Airlines is one of six

airlines in the world to have a five-star rating from Skytrax (A United Kingdom-based

consultancy that conducts research for commercial airlines).

3 – Level: Judgments (Left-hand side) & Feelings (Right-hand side)

Customers judge Kingfisher Airline on its service quality dimension. In our Survey it

secured average 4 (4.36) out 5 in terms of quality of service, the highest by any airline.

Also it has secured the highest rating in terms of the quality of food served and in flight

entertainment. Second judgment they have that it is an expensive airline.

Almost 100% of the target audience stated that it is the brand of the current time, most

innovative, vibrant and feels young while utlising its service. Also the usage of brand

brings the sense of security and comfort.

4 – Level: Resonance

Resonance means the ultimate social status of the brand and how much loyal customers

the brand has. 67% of our target audience had traveled by Kingfisher Airlines and 34%

has expressed repeat purchase. As it is a glamorous brand and is a quality symbol in

society, people have affiliation with it.


44

Recommendations

We believe that Kingfisher Airlines is a wonderful brand, however, it needs to work

upon certain things to gain the top most position. Following are our recommendations:

As per our study and analysis, Kingfisher Airlines should focus on bridging its

'points-of-parity' before enhancing its points of differences. It must improve its

performance on key parameters like punctuality & air fares and should not

introduce points of differences which increase the air fare of Kingfisher Red.

KFA should consider implementing a promotional campaign in mass media

which educates people about Kingfisher & Kingfisher Red. While Kingfisher can

continue with flashy ads featuring models depicting exuberance and lifestyle,

Kingfisher Red ads can be more subtle focusing on safety, comfort & experience.

It can be along the lines of "Queen of your heart deserves to fly like one"

campaign10 which Kingfisher launched in December 2007, which focused on

emphasizing a comfortable journey for women.

The idea is amalgamate the two ends of the spectrum, to keep the consolidated

identify of Kingfisher, while clearly spelling out to customers the differences

between its premium and budget classes.

kingfisher airlines actual[1]

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