PRESENTATION ON:- CASE STUDY OF JET AIRWAYS AND KINGFISHER

AIRWAYS

OUTLINESINTRODUCTION OF JET AIRWAYS AND

KINGFISHER AIRLINES.JET AIRWAYS Vs KINGFISHER

AIRLINES.MISSION AND VISION OF BOTH.PRODUCT MIX AND PRODUCT

SERVICES. CRM AND LOYALTY PRACTICES.

INTRODUCTION OF JET AIRWAYS Jet airways was started in May 1993 by an

entrepreneur called Mr. Naresh Goyal. The airlines is owned by Tailwinds, a

company registered in the Cayman Islands.Members roped in by Mr. Naresh Goyal are

as follows:-(i) Mr. Saroj Datta (now the executive director)(ii) Mr. Purush Baliga (V.P., support services)(iii) Mr. Rolland Thomas (V.P., flight operations)(iv) Mr. Steven Jagannathan

INTRODUCTION (CONT.)Jet Airways began international operations to

Sri Lanka in March 2004.It is listed on the Bombay Stock Exchange,

but 80% of its stock is controlled by Mr. Naresh Goyal.

Slogan of the Jet Airways is The Joy of Flying.

INTRODUCTION OF KINGFISHER AIRLINES

Kingfisher Airlines was started in 2005 by Mr. Vijay Maliya.

It is owned by the Bangalore based United Breweries Group.

It started its international operations on 3 September 2008 by connecting Banglore with London.

Slogan of the Kingfisher Airlines is Fly The Good Times.

MISSION AND VISION OF JET AIRWAYS

MISSION:- Jet Airways set itself a target to become the most preferred airline in India and to be the automatic first choice carrier for the travelling public. It strived to be a world class domestic airline and a rote model for all the others to emulate. The route to achieve this mission was high quality service and reliable, comfortable and efficient operations. It has attempted to ensure consistent profitability to enhance shareholder wealth and provide its employees an environment for excellence and growth.

MISSION AND VISION OF JET AIRWAYS

MISSION AND VISION OF KINGFISHER AIRLINES

MISSION:- Kingfisher Airlines will have ‘Fly The Good Times’ approach and this will reflect in the experience they will offer to passengers.

VISION:- The Kingfisher Airlines family will consistently deliver a safe, value based and enjoyable travel experience to all their guests.

Flower of Services of Jet

Core -Transport

Information

Consultation

Order Taking

HospitalitySafe Keeping

Exceptions

Billing

Payment

Information - flight schedules, ticket fares, promotion schemes etc.

• Through website, call service, sms, employees etc.

Consultation - Reg. the choices of class, routes to a destination & special menus for frequent fliers

Order taking - Booking - through phones, fax and internet

- Ticket Office, Call Centres, Company Website & Agents

Hospitality - Most important differentiating factor (from ticket booking to post flight help)

Safe keeping - Luggage & Children

Exceptions - Special requests reg. meal preferences, special amenities for elderly people or children, medical needs etc.

Billing - Charges split, E-mail bills etc.

Payment - Credit card, Travellers cheque, Special payment privileges for frequent fliers

Levels of Product

Product - ServiceOn Ground Services

Check in options - Airport check-in, Tele Check-in, Web Check-in,

Kiosk Check-in, SMS Check-in, Check-in while walk-in,

One Time Check-in on Return Journey, Through Check-in Airport Lounges Coach Services

In-flight Services Classes of Service - First class, Premiere class & Economy class Convenience & Safety -Towels, Pillows & Blankets, Reading material,

First Aid, Smoke detectors, Bassinets, Child Care, life jackets & seat cushion Cuisines Entertainment - Jetscreen – Movies, TV programmes, Games, Music, In-flight

communicator, Online magazines etc. JetWings (in-flight magazine), JetBoutique (in-flight shopping catalogue)

Product - ServiceSpecial Services

o Infant and child care, wheel chair assistance, expectant mothers,

unaccompanied minors, medical emergencies, travelling with animals &

carriage of stretchers

JetMobile

JetKids

JetEscapes

Cargo

Services Domestic Kingfisher First—1. 48 inch seat pitch and a 125 degree seat recline.2. laptop and mobile phone chargers, latest

international newspapers and magazines

3. Every seat is equipped with a personalized IFE system 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.

4. Only available on selected Airbus A320 family aircraft.

Kingfisher Class—1. 32-34 inch seat pitch with footrests2. passengers can access the latest movies, English and Hindi TV

programmes, live TV and Kingfisher Radio.

Kingfisher Red— Passengers are given complimentary in-flight meals and

bottled water. A special edition of Cini Blitz magazine is the only reading material provided.

International— Kingfisher First—1. full flat-bed seats with a 180 degree recline.2. Passengers are given Merino wool blankets, a Salvatore

Ferragamo toiletry kit, a pyjama to change into, five-course meals and alcoholic beverages. Also available are in-seat massagers, chargers and USB connectors.

3. 17 inch widescreen personal television

PRODUCT AND SERVICES Manage booking.Web check-in.Hotels.Kingfisher e-coupons.Special Care.Special Meal.Business Travels.Cuisines.

PRICING STRATEGY OF JET AIRWAYS AND

KINGFISHER AIRLINES

WHAT IS PRICING ?Pricing is the process of determining what a company will receive in exchange for it’s product or service.

Price-Quality StrategiesPhilip Kotler identified NINE price-quality

strategies

Premium HighValue

SuperValue

OverCharging

MidValue

GoodValue

Rip-offFalse

EconomyEconomy

High Quality

Low Quality

High Price Low Price

Operating cost Market place Competition Market condition And Quality of services

Factors affecting Pricing

Setting Price1. Selecting the pricing objective 2. Determining demand3. Estimated costs4. Analyzing competitor’s costs, prices

and offers.5. Selecting a pricing method 6. Selecting final price

Strategy that followed by

JET AIRWAYS:- Affordability – based

Pricing

KINGFISHER :- Skimming Strategy

Affordability based – Pricing : The idea here is to set prices in such a way that the targeted sections of population are in a position to

buy a product to the require extent.

Skimming Strategy : This strategy refers to a firm’s

desire to skim the market by selling at a premium price.

CRM AND LOYALTY PRACTICES OF JET AIRWAYS

Jet Privilege Frequent Flier Program. Airport Facilities. Cell Phone Check-in Facilities. Offering low rates. By giving different gifts.

CRM AND LOYALTY PRACTICES OF KINGFISHER AIRLINES.

Frequent Flier Program.King Club Membership.Airport Facilities for King Club Members.Kingfisher Airlines will have a series of

unique rewards for it loyal passengers by offering kingfisher gifts, kingfisher holidays etc.