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Market Share

Jet Airways and Jet Lite

30%

Kingfisher Airlines and Air Deccan

29%

Air India and Indian20%

IndiGo8%

SpiceJet8% Others

5%

Source: Wikipedia Data as up to Oct, 2007

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Full Cost Carriers

Low Cost Carriers

Start-up Airlines

Air India Air Deccan Air One

Indian Indigo East West

Jet Airways Spicejet Magic Air

Air Sahara Go Air Indus Air

KingfisherParamount

AirwaysStar Air

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COMPARATIVE STUDY OF MARKETING STRATEGIES

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CRITERIA OF COMPARISION

1. PACKAGES

2. PROMOTION

3. CUSTOMER RELATIONSHIP

MANAGEMENT

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KINGFISHER… fly the good times

• Launched in May 2005

• Positioned as a ‘Funliner’ ,the brand equity of the mother brand has been enhanced by this extension

• Concentrated on the experience of Flying

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Full Service at True Value

Modeled after the US carrier JetBlue

Low-cost operation but the aircraft will have frills

One single Kingfisher Class for all

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INDIAN AIRLINES

• SET UP BY J.R.D.TATA• NATIONALISED IN 1953• NATIONAL FLAG CARRIER• 44 WORLDWIDE DESTINATIONS• PROFITABLE IN MOST YEARS

SINCE IT’S INCEPTION

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COMPARISION: PACKAGES KINGFISHER INDIAN

• A single passenger class

• Catering service- CCD (Indian + multi cuisine)

• Covers 29 destinations domestically

• Consists of several classes

• Catering services-Taj Group

• Covers 54 destinations within India

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• Technology driven(1st to introduce A380)

• USP- youth oriented• Less routing, Air

deccan- less routing, more flights

• Luxury aircraft- craft is accesorised

• Strategy – acqusition & retension of customer base

• Technology is obsolete

• USP – family oriented• Less routing, but

alliance air-more routing & less flights

• Ordinary aircraft- not accesorised at all

• Strategy – growth of customer base

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Promotional strategies

Frequent flyer program

King miles- King red tier, King silver tier, King gold tier

Partenership with Continental airlines – india to usa

Corporate Super Saver

Super saver utsav plus

Indian Family Fares Super Saver

Tickets - Validity Extension

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Promotional Strategies

King miles accquired even on operations of continental airlines, air france, KLM, Northwest airlines

Economy Premium Fares for travel in Executive Class

'Low Last Minute Fares'

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Customer Relationship Management

King Club Miles and Tiers

The King Club membership comprises 3

Royal tiers –

RED

SILVER

GOLD. Based on these tiers some extra miles are provided.

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Customer Relationship

Management ??

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CUSTOMER FEEDBACK

"No doubt, Kingfisher Airlines is a prestigious possession of India and unparalleled in the world."I really enjoyed the international class comfort provided for the first time in the Indian skies such as personalized video screens, wider seats, adjustable headrests, world class cabin crew, the designer interiors, taking care of my needs immediately, etc. It is really amazing and fascinating … As soon as I got into my seat, I felt as if I was relaxing in the comfort of my home. Right from the moment I got my e-ticket in hand, I noticed two common elements about your airline – aesthetic beauty and consistency in look and feel (Red & White colours). Right from the boarding pass till the aircraft seat, including the flight attendants’ uniforms, everything was in red & white. As an Indian, I am proud to say that Kingfisher Airlines is re-defining the skies over India. No doubt, Kingfisher Airlines is a prestigious possession of India and unparalleled in the world.

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BEST CRM PRACTICE….• The best CRM practice according to us is

the “miles” that Kingfisher provides not only on flying with Kingfisher but with any other INTERNATIONAL airlines that has a tie-up with Kingfisher airlines.

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Thank you