Question

Design Services Marketing Mix for a Low - Cost Airline.

Answer 1

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AIRLINES INDUSTRY KINGFISHER AIRLINES

2. GROUP MEMBERS

3. FLOW OF PRESENTATION  Overview of the Airlines Industry  PEST Analysis of the Airlines Industry  Introduction to Kingfisher Airlines  7 P’s  Industry Lifecycle  SWOT Analysis on Kingfisher Airlines  Porters 5 Force Analysis for Kingfisher Airlines  Competitor Analysis  Recommendations using Ansoff Model  Conclusion  References

4. AIRLINES INDUSTRY Aviation Industry in India is one of the fastest growing industries in the world Origin of Indian civil aviation industry India occupies an eminent position in the civil aviation sector with a large fleet of aircrafts Estimates show that the domestic and international passenger traffic in India is growing tremendously

5. PEST ANALYSIS – AIRLINE INDUSTRY  Political Factors - India’s political environment – Tension with Pakistan, Government’s inability to control issues (riots etc) - September 11th- huge drop in air traffic due to safety and security concerns - Trade relations with other countries have to be good.  Economic Factors - Recession- airlines are considered as a luxury - High operation costs due to low demand - Resulted in laying off employees

6. PEST ANALYSIS – AIRLINE INDUSTRY  Social Factors - People from varied income groups have to be catered - Destination, kinds of food served have to be chosen carefully Technological Factors - Use of Internet- online ticket booking, updated flight information & handling of customer complaints. - Restructuring the existing airports to world class appeal

7. KINGFISHER AIRLINES  Kingfisher Airlines is a wholly owned subsidiary of United Breweries Holdings Limited  Kingfisher Airlines Limited is an airline company based in Bangalore, India  This airline was introduced in the market to target the domestic luxury segment  Kingfisher Airlines was introduced into the Indian airline market by the Indian Business Tycoon Dr Vijay Mallya  Kingfisher is one of only six airlines in the world to have a five-star rating from Skytrax

8. P’S  PRODUCT  PRICE  PLACE  PROMOTION  PEOPLE  PROCESS  PHYSICAL EVIDENCE

9. PRODUCT

10. In-Flight entertainment

11. PRICE Based on  Class of travel  Load factors  Date of travel  Day of travel  Profit margins  Competitors pricing

12. PLACE  “Vijay Mallya” himself is a brand and the brand “Kingfisher” has also established a remarkable standing in the market place  Kingfisher has a wide distribution channel that gives easy access to it’s customers  Tickets can be booked through various channels  Consolidation  Tour Operator/ Travel Agency (Clear trip, make my trip.com  Affiliated with companies  Direct through home leased system  Kingfisher has a plush corporate office in Andheri, well equipped with trained employees & has a spread of offices across India