Kingfisher Airlines - The 'Funliner' Experience


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Please note:

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.

Case Details:

Price:
Case Code : MKTG131 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

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

Abstract:



The case discusses the strategy of Kingfisher Airlines (KFA), which launched its domestic air service operations in May 2005. KFA was promoted by the UB Group and positioned as a budget carrier that offered a single class- "Kingfisher Class'.

KFA successfully leveraged the youthful and vibrant image of its Kingfisher Beer brand and called its airlines as 'Funliners' to emphasize the fun-filled experience. Within the first six months of its launch, KFA managed to corner a 6% market share in the domestic air travel market.

KFA also had plans to operate on international routes. However, the increasing popularity of low cost airlines like Air Deccan, launch of new low cost carriers like SpiceJet and GoAir, and Jet Airways' acquisition of Air Sahara, further intensified the competition in the Indian aviation sector. In an effort to make KFA profitable at the earliest, KFA modified its 'single class' approach and began to offer an upgraded business class service- 'Kingfisher First'.

Issues:

» Understand the marketing and branding strategies adopted by Kingfisher Airlines.

» Understand the opportunities and challenges for a newly established airline in the Indian aviation industry.

Contents:

  Page No.
Flying the Good Times 2
Background 4
The 'Funliner' Experience 5
KFA's Pricing 6
Kfa's Promotional Strategy 6
Reservation and Support Services 8
People 8
KFA's Expansion Plans 9
Will the good times last? 10
Exhibits 11

Keywords:

Kingfisher Airlines, United Breweries (UB Group), Vijay Mallya, Services Marketing, Brand Positioning, Brand Extension, Budget Carrier / Value Carrier, JetBlue Airways, In-flight Entertainment System, Airbus A320 and A380, Jet Airways, Low Cost Carrier (LCC), Air Deccan, Indian Aviation Industry, Kingfisher Beer

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