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this project will be more usefull for management students for REFERANCE...
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Presented byDhaval Desai (33) Ashok Jain (26)
Dipen Kataria (38 ) Akshay Gavli (09)
Harshil Joshi(48) Arun Sharma (24)
United Breweries Group( UB group)
UB Group was founded by scotsman, thomas leishman, in 1857
It all began with 5 breweries in South India.
United Breweries, as these breweries were named in 1915 has come a very long way.
The company was bought by late Mr. Vittal Mallya in 1948
AVIATION INDUSTRY One of the fastest growing industries
in the world.
Origin of Indian aviation industry can be traced back to the year 1912.
India has the private airlines as its key players
75% of the market share is owned by the private sector.
KINGFISHER- BRAND
Kingfisher stands for excitement, youth and camaraderie.
Kingfisher, the bird is known for its keen instinct, and perfect aim.
It zeros on its target with unfaltering focus.
All its colors represents energy, youthfulness, enthusiasm, freedom
with a touch of formality and discipline.
Kingfisher Airline
1. Kingfisher Airlines Limited is started its operations on May 9,
2005
2. A major Indian airline based in Mumbai.
3. Kingfisher Airlines is one of the only seven airlines awarded 5-
star rating by Skytrax
4. In May 2009,Kingfisher Airlines carried more than 1 million
passengers
About Kingfisher Airline
cont…
Total connections to 70 cities including 7 international destinations flying
over 350 flights a day.
Over 45 million guests flown since inception
Current Fleet size of 67 aircraft (39 Airbus and 28 ATRs’). Market Share of
20.8%
Recognized as one of India’s Most Respected Companies in 2006 and 2007
– Business World
India’s only 5 star airline
India’s No. 1 airline in customer satisfaction and customer
ServicesDomestico Kingfisher First
o Kingfisher Class
o Kingfisher Red
Internationalo Kingfisher First
o Kingfisher Class
o Kingfisher Red
o Kingfisher Lounge
Market Share
NB: Jet Airways and JetLite combined share is 26.2% Source: CAPA – Centre for Aviation and Indian Ministry of Civil Aviation
Finance Key Initiatives to enhance performance - New frequent flyer program launched with unique features like
non-air rewards, family club etc.- Improved Internet booking engine
Stringent actions planned and undertaken to keep costs under control:-
- Reduced lease costs by >25% (over Q3 FY09): redelivery of non-operational aircrafts
- Reduce Engineering costs by 10-15% by induction of new key vendor
- ‘Fuel Monitoring System’ : reduction in fuel consumption- Controls on overheads E.g. Optimized office & warehouse spaces
HR“Non-poaching alliance” with Air Deccan.“Flying models” – selection procedure through national
level model contest.Hand picked staff by Mr. Vijay MallyaBank on Buddy programHR connect - Magazine
Marketing Mix
The 4 P’sProduct
Domestic and international air journeys
Airbus A 320, A 319-100 and ATC-72, ATR 72-500 and ATR 42-500
Merger with Deccan - ‘Kingfisher Red’
Kingfisher Elite
Price Target - Higher income group
SEC A-1, A-2, B-1
Business Class
•Wide Network
•Major focus – Metro Cities
•Flight Bookings-Book in person-Travel agents-Online-India`s first ‘flybuysms’ service
Place - Networking
Promotion
Personal selling :Travel Agencies Offers
Front line staff
King Club
Brand Ambassador Hoardings
Personal feedback
PeopleSpecial luxurious services :In-flight entertainmento In-flight entertainment (IFE)- - systems on every seat
Kingfisher Eliteo Custom-designed luxurious interiorso State-of-the-art technology featureso Exclusive Check-in counterso Experienced and highly trained professional crew
Special Assistanceo Guest with Disabilities and/or Reduced Mobilityo Unaccompanied Minorso Expectant Mothers & Infantso Other Special Needs - Wheel Chair / Stretcher
Special Mealso Baby / Infant Mealo Fruit Platter Meal o Diabetic Mealo Vegetarian Jain Mealo Low Calorie Mealo Low Cholesterol / Fat Mealo Low Salt / Sodium Meal
Strategy overview The company started addressing its customers as “GUEST” rather than
passengers.
Appealing promotional line “Fly the good times” and it reflected in the
experience the company offered to its passengers.
The company gave best services to its customers like providing world class
interiors and in-flight entertainment systems.
The company came up with only one class airlines.
KFA has created a new category of Aviation hospitality
thus making service and hospitality their main focus.
SWOT Analysis STRENGTHSo Strong brand value and reputation in the minds of
customers.o Regional Connectivityo Efficient Staffo Capitalizationo Visionoro Quality and Continuous innovation.
WEAKNESSESo Indian psychologyo Infrastructure constriantso Facing a tough competition from competitors.
OPPORTUNITIESo Expected huge investmento The expanding tourism industry.o The non penetrated domestic market.o Untapped air cargo market.
THREATSo Competitorso Fuel price hike.o Economic slowdown.
Porters five forces modelThreats fro
new entrants
Threats from
substitutions
Bargaining power of
customers
Bargaining power of suppliers
Threat from
competitiors
RECOMMENDATIONSModifications Increase in working standardCustomers centricConsistency in technical servicesSecurityPersonalized servicesGet smart on fuelThe process of acquiring spice jet if complete
would make kingfisher the largest player in the aviation industry
THANK YOU…