integrated project on
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INTEGRATED PROJECT ON
MARKETING PLANNING &
STRATEGIES
AND
MARKETING OF SERVICES
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Mrs. Monica Mor Mrs.Anurupa Singh
Akansha TrehanNishant Jain
Rashmi Batra
Ratna jyoti Baruwati
Satadal Chanda Shikher Srivastava
Tribeni Pegu
Submitted to Submitted by
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COMPANY OVERVIEW
Founded in 2003
Owned and controlled by Mr. Vijay Mallya
Started operations on 9th May 2005 with a flight from
Mumbai to Delhi. Head office based in Mumbai.
Operates 375 flights daily.
Has a network of 71 destination.
Market share of 28%.
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VISIONANDVALUES
The Kingfisher Airlines family will consistently delivera safe, value-based and enjoyable travel experience toall our guests.
VALUES
Safety
Services
Happiness Team.
Accountability
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7 PS
Product Place
Price
Promotion People
Process
Physical evidence
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BLUE PRINTING
Physical
evidence
Customer
On stage
Back
stage
Support
process
Makereservation
Arrive atairport
Check in
Greet andtake begs
Securitycheck
Wait atgate
Boardplane
fly Exitplane
Pick upluggage
Leaveairport
Checkpassenger
Greetcustomer
Servecustomer
Send-offcustomer
Loadbegs
pilot Removebag
Reservation system
Conveyer belt
Metaldetecto
r
Checkplan
Conveyerbelt
Onlinewebsite
ComputerCredit card
Airportexterior
deskterminal
Conveyer belt
Metaldetector
Seatterminal
airplane Beverages AirportBaggage chain
Seatgift shop
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COMPANY REVIEW
oPEST
oPORTERS FIVE FORCESMODEL
oSERVUCTIONMODEL
oSWOTANALYSIS
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PESTANALYSIS
Political
1.International
rules2.Service tax
Economical
1.Subsidy fromgovernment
2.25%growth inaviation industry
Social
1. Health consciousness
2. Style conscious
3. Luxury And class
Technological
1.R&D Activities.
2.Safety measures
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PORTERS FIVE FORCES
MODEL
SUBSTITUTE(Medium)1. Speed trains,
2. High tech buses
Competitors(High)1. jet airways,2. Indian Airlines
SUPPLIER(Mixed)1. Manufacturers(High)2. Caterers(Low)
CUSTOMER(Low)Readiness to payfor services
ENTRANTS(low)1. Virgin Atlantic2. Quatas .
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SERVUCTION MODEL
Invisible Visible
Inanimate Environment
1.Arrival assistance
2.Dinning option
3.Cabin Cleanliness
Service Provider1.Boarding counter
personnel's
2.Flight stewards &
Hostess
Invisible systems
1.Cost cutting
measures.
2.Management.3.B2B services
Customer A.
Kingfisher customers
Customer B.
OtherAirline customers
Benefits to Customer A
1.IFE system.
2.Club Membership
3. Welcome Kit
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SWOT ANALYSIS
STRENGTH
1.Strong support from UB
Group2.Exceptional services
WEAKNESS
1.Overspending of funds.
2.Focus on tier 1 cities
OPPORTUNITIES
1.Air cargo market.
2.Under penetrated domesticmarket
THREATS1.Existing players .
2.Rise in fuel prices.
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MARKETING PLANFORCODE SHAREAGREEMENT
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THE CONCEPT
Code sharing or Codeshare
is an aviation business term for the
practice of multiple airlines selling space on
the same flights
Synergies:-
Connecting flights.
Flights from both airlines that fly the same
route.
Perceived service to unserved markets
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PROBABLE CODESHARES
Airlines Advantage
Indian Airlines Oldest & most trusted
Jet Airways In Codeshare business with anumber of international airlines
Spicejet 2ndbiggest player according to
market share
Indigo Only domestic flights
Paramount Airways Targets business travelers
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ANSOFFMATRIX
Products
Market
Present New
Present
MarketPenetration
(Currently N/A)
ProductDevelopment
(Codeshare with
domestic players)
New
Market
Development
(Currently N/A)
Diversification
(Codeshare with
international players)
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STP FORCODESHARE
SEGMENTING:
GEOGRAPHICREGION:More destinationsrather then just metros.
SOCIALCLASSES: targeting large chunk of
middle class.
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TARGETAUDIENCE
Kingfisher has three unique classes of service :
KINGFISHER FIRST
KINGFISHERCLASS
KINGFISHERRED
POSITIONING
As a budget carrier.Fleet to fleet equivalence.
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PRICING STRATEGY
Depends upon degree of
integration between the carriers.
Density of air traffic will increase
irrespective of the increase in fleetsize.
Cost savings through low operating
cost.
Cheaper air tariffs.
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PROMOTION & ADVERTISING
Television Commercials:Being the official airlines for IPL 3
Online Advertisements:
Kingfisher World.
Social networking sites.
Magazines:
Business Week
India Today
News Papers:
Major dailies
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RECOMMENDATIONS
1.Increased presence through interlineagreements and evaluation of global
alliances.
2.Increase ancillary revenues through launch of
cargo operations.
3.Strenthen customer loyalty through FFP
program.
4.New internet booking engine driving greater
consumer traffic.
5.Leverage international POS to stimulate
demand in Key South East Asian markets.
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OUTCOME
Major players in the aviation industry
Utilizes their resources to the optimum
level
A lot of scope for diversifications like code
sharing