Kingfisher Airlines - The 'Funliner' Experience

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Case Details:

Case Code : MKTG131
Case Length : 14 Pages
Period : 2005 - 2006
Organization : - Kingfisher Airlines
Pub Date : 2006
Teaching Note :Not Available
Countries : India
Industry : Aviation

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The 'Funliner' Experience

KFA modeled its strategy on the strategies of JetBlue Airways , in providing value added air travel services at economical prices. KFA purchased brand new A320 aircraft powered; the cockpit was a paperless environment. The airline called its aircraft 'Kingfisher Funliners' to represent the fun-filled experience it wished to provide to its customers.

All the aircraft had in-flight entertainment systems and well designed interiors. There was only one class, i.e., the Kingfisher Class, rather than the economy class and business class bifurcation of other airlines.

"We are going to have a single class which will combine the experience of business class with economy,” said Ajit Bhagchandani, General Manager of KFA. Having a single class freed up more space and legroom for passengers when compared to normal economy class seats. KFA was also the only airline in India to address its passengers as 'guests'.

KFA's Pricing

Mallya made it clear that KFA would not be positioned as a low cost carrier as passengers would attribute the features of low cost carriers like low quality of service, delayed flight timings, etc., to KFA as well.

Hence, the airline was called a budget airline and not an LCC. Fares were above those of LCCs but lower than the economy class fares of Jet, Sahara, and IA. KFA also allowed multiple fare options and auctioning of tickets on all traffic routes...

Kfa's Promotional Strategy

As part of its promotional strategy, the marketing team of KFA showcased the airlines as 'the new flying experience'. Advertisement hoardings at airports depicted the stylish interiors of the 'Funliners', which conveyed a youthful, fun-filled, and world-class image. INOX multiplexes in Mumbai publicized KFA's special offers for a month. KFA was the official travel airline for the cast and crew of 'Mangal Pandey' and gave a red carpet welcome to all the guests who attended the premiere of the film...

Reservation and Support Services

KFA's customers could book their air tickets either online at the KFA website (, at any KFA office, or through an approved travel agent. KFA also offered a facility for home delivery of tickets on demand. In December 2005, KFA launched its SMS service called 'King Mobile' to keep its guests updated about flight schedules and flight status through instant mobile alerts...

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