AVIATION INDUSTRY IN INDIA

MARKET PLAYERS

Major market players

KINGFISHER AIRLINES

JETAIRWAYS

INDIGO AIRLINES

Kingfisher Airlines is built on the strong core values of lifestyle, trendiness and the boundless energies of youth ; 5 STAR airlines

On Kingfisher Airlines travellers are called as ‘GUESTS’.

In-flight entertainment, where each guest has a personalized video screen with a choice of channels.

The gourmet meals feature six different vegetarian and non-vegetarian menu options.

The company came up with only one class airlines rather than other airlines that had Business Class; Economy Class

By OnAir ,KFA offer its passengers a full range of passenger communication services.

Other features are largest comparable seats ,state-of-art-lounge, assigned seating and zero-wait-check-in -counters.

•Geographic region•Income level

SEGMENTATION

•Kingfisher First(Company Executives)•Kingfisher Class(lower-middle, upper-middle, lower-upper class)

TARGETING

•Lifestyle•Quality•Benefits

POSTIONING

PROMOTION

Co branding/partnership with like-minded brands.

KFA spends close to 40 Crores on various media and below the line marketing activities.

KINGFISHER FIRST , a print campaign to promote its first class.

KFA made use of various fashion shows, celebrity golf matches, New Year parties all to build its “Kingfisher” brand.

The Kingfisher First Polo Classic in Mumbai was a gala brand activation extravaganza.

LATEST CAMPAIGN

The most preferred domestic airline in India.

Jet Airways pride themselves on providing the highest possible level of customer service.

ON GROUND SERVICES : At Jet Airways , service on the ground is as important as service in the air.

JET PRIVILEGE :THE CUTOMER LOYALTY PROGRAM ,India’s first five –tiered loyalty program to its frequent fliers.

CARGO :Jet Airways has been on the forefront in the transportation and handling of general and special cargo.

SPECIAL ASSISITANCE for Infant and child Care, Expectant Mothers, Unaccompanied Minors, Guests with disabilities.

JETKIDS : A program made by keeping in mind that "how long would the kid be amused by clouds“.

The JETSPARK initiative is a first-of-its-kind attempt by any airline to create a long lasting relationship with its future flyers.

•Primary Segment : Geographic Segment•Customer Segment: Premier Class, Economic Class

SEGMENTATION

•Premier class, economic classTARGETING

•High value for high pricePOSTIONING

USP Customer relationship and punctuality

LATEST CAMPAIGN

PROMOTION

It has primarily focused on the Budget carrier segment in India .

The focus is purely on offering the cheapest and affordable fares.

As budget carrier it has pre-allotted seating arrangements compared to the free sitting provided by the other budget carriers which creates problems of its own.

On time performance: It has one of the best on-time performance which it strives to maintain even in the face of poor infrastructure.

The ground staff is well groomed and prompt in their services and ensure that the passengers know clearly the various day to day nuances.

Indigo has 0% cancellation of flights.

It has one of the leanest workforce amongst the airline companies. They operate a fleet of 40 planes with just 4000 people which translates into a ratio of 1:100

•Cost conscious PassengersSEGMENTATION

•Lower middle class/middle classTARGETING

•Low Cost ,No frillsPOSTIONING

LATEST CAMPAIGN ANNOUNCES THE NEW ROUTES THAT THE AIRLINES IS OFFERING.THE CAMPAIGN IS TAKING PLACE IN THE TARGET CITIES THROUGH VARIOUS MEDIA FORMATS.

STRENGTHS WEAKNESS OPPORTUNITI

ES

THREATS

KINGFISHER

New fleet of aircraft Flamboyant image Unmatched flight service Route rationalization

Yet not in profit High ticket pricing Service delivery to

metros and big cities

Untapped air cargo market

Expanding tourism industry

Fleet size expansion

Existing operators Fuel price hike

JETAIRWAYS

14 years experience Largest fleet size Customer relationship

and punctuality

Loosing domestic market share

Old fleet Weak brand

promotions

Scope in international service and tourism

Strong competitors

Fuel price hike Over seas market

competition

INDIGO Only LCC to make

consistent profits Not on too many

routes Opening up of

international skies Largest market share

among LCC in Indian market

Rising fuel costs Rising labour costs Plenty of new LCC

to compete with.