13032076 The War Between Kingfisher And Jet Airways 1195477208291974 3
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Kingfisher Vs Jet Airways • Kingfisher is one of the • latest Airlines in INDIA. • Overall growth in year • 2006-07 is 37%. • Kingfisher acquired 46% • share in Air Deccan. • Domestic airlines poised to go international flights. •
Jet Airways is the experienced airline in INDIA. Overall growth in year 2006-07 is 16%. Jet airways acquired Air Sahara in 2006. Jet Airways already has domestic as well as international flights.
Kingfisher Vs Jet Airways • In a short span of 2 years its market share has become 28% including Air Deccan. • Personal in-flight entertainment in every seat. • It was awarded the ‘Best New Airline Of the Year’ award. • Already have training academy
• Jet Airways has its market share 31% including Air Sahara. • Average entertainment services. • Jet Airways won Double Honour Travel Trade Gazette Travel award. • They are plan to start training academy.
FIRST CLASS SERVICES •
First class is available on all Boeing 777-300ER aircraft. All seats convert to a fully-flat bed, similar to Singapore Airlines first class seat but much smaller. It was the twenty-second airline in the world to have private suites All seats in First have a 21-inch widescreen LCD monitor with audio-video on-demand systems (AVOD), in seat power supply, and USB ports etc. Jet Airways is the first Indian airline to offer fullyenclosed suites on its aircraft; each suite has a closable door, making for a private compartment. Skytrax consumer airline reviewers recently rated Jet Airways First Class as being 44th best in the world.
Première (Business Class) • Première (Business Class) on the Airbus A330-200 and Boeing 777-300ER international fleet has a fully-flat bed with AVOD entertainment. Seats are configured in a herringbone pattern (1-2-1 on the Boeing 777-300ER, and 1-1-1 on the Airbus A330200), with each seat offering direct access to the aisle. Première seats on the A330-200s leased from ILFC are configured differently in a 2-2-2 nonherringbone pattern. Each Première Seat has a 15.4-inch flat screen LCD TV with AVOD. USB ports and in-seat laptop power are provided. • On the short-haul/domestic Boeing 737-700/800, all new aircraft are equipped with AVOD. All seats are standard recliner business-class seats with a few newer aircraft with electronic recline and massager
ECONOMY CLASS Economy class on Jet's Airbus A330200, Boeing 737-700/800 and Boeing 777-300ER aircraft has 32-inch seat pitch. Seats on the Boeing 777300ER/Airbus A330-200 have a "hammock-style" net footrest. Each Economy seat on the 777300ER/A330-200 has a 10.6-inch touch screen LCD TV with AVOD. Some recently acquired Boeing 737700/800 aircraft also feature Personal LCD screens with AVOD.
S.W.O.T. Analysis - Key Attraction • Market driver • Experience exceeding 14 year • Only private airline with international operation • Market leader • Largest fleet size
- Key Problem Loosing domestic market share Old fleet with average age around 4.79 years Scope for improvement in in-flight service Weak brand promotion
• • • •
- Opportunities • •
Untapped air cargo market Scope in international service and tourism
- Threats
• • •
Strong competitors Fuel price hike Overseas market competition
S.W.O.T. Analysis - Key Attraction • First airline with full new fleet of aircraft • Brand image with Flamboyant Personality of Vijay Mallya • Unmatched in flight service • Exclusive Terminal Share Deal • Route rationalization
- Opportunities • • • • •
Under penetrated domestic market International market Untapped air cargo market Expanding tourism industry Fleet size expansion
- Key Problem • • • •
Service delivery to metros and other big cities Yet not in profit High ticket pricing High attrition in top brass
- Threats • • •
Existing Operators Infrastructure issue Fuel price hike
P.E.S.T. Analysis - Political Issue • • •
License issue for international operation Infrastructural constraint ATF price policy
- Social Effect • • •
Sound Pollution Plane hijacking 9/11 Incident
- Economic Effects • •
Rising income level Reduced fare but yet not enough
- Technology Effect • •
Modernization of aircrafts modern tehnology like CAT3 and ILS
COMPETITORS ANALYSIS
MARKET ANALYSIS
Advertising and Branding • • • •
Hoardings Brand Ambassadors Sponsorships Event Organization
• • • •
Hoardings Brand Ambassadors Sponsorships Event Organization
JetLite • • •
Second most experienced group Jet Airways market share Made Jet Airways as a biggest airline
•
Decent facilities
Simplifly Deccan • India’s First LCC • Targetting Upper Middle Class Segment • Increased Kingfishers Flying Experience • Increasing Fleet Capacity to sustain load • Delays and Breakdowns • Bad Service
Recommendations • • • • •
Concentrate Domestic Market Hire Big Brand Ambassadors Frequency of TV Advertisements Vibrant Image Tie-Ups
Jet Airways is the experienced airline in INDIA. Overall growth in year 2006-07 is 16%. Jet airways acquired Air Sahara in 2006. Jet Airways already has domestic as well as international flights.
Kingfisher Vs Jet Airways • In a short span of 2 years its market share has become 28% including Air Deccan. • Personal in-flight entertainment in every seat. • It was awarded the ‘Best New Airline Of the Year’ award. • Already have training academy
• Jet Airways has its market share 31% including Air Sahara. • Average entertainment services. • Jet Airways won Double Honour Travel Trade Gazette Travel award. • They are plan to start training academy.
FIRST CLASS SERVICES •
First class is available on all Boeing 777-300ER aircraft. All seats convert to a fully-flat bed, similar to Singapore Airlines first class seat but much smaller. It was the twenty-second airline in the world to have private suites All seats in First have a 21-inch widescreen LCD monitor with audio-video on-demand systems (AVOD), in seat power supply, and USB ports etc. Jet Airways is the first Indian airline to offer fullyenclosed suites on its aircraft; each suite has a closable door, making for a private compartment. Skytrax consumer airline reviewers recently rated Jet Airways First Class as being 44th best in the world.
Première (Business Class) • Première (Business Class) on the Airbus A330-200 and Boeing 777-300ER international fleet has a fully-flat bed with AVOD entertainment. Seats are configured in a herringbone pattern (1-2-1 on the Boeing 777-300ER, and 1-1-1 on the Airbus A330200), with each seat offering direct access to the aisle. Première seats on the A330-200s leased from ILFC are configured differently in a 2-2-2 nonherringbone pattern. Each Première Seat has a 15.4-inch flat screen LCD TV with AVOD. USB ports and in-seat laptop power are provided. • On the short-haul/domestic Boeing 737-700/800, all new aircraft are equipped with AVOD. All seats are standard recliner business-class seats with a few newer aircraft with electronic recline and massager
ECONOMY CLASS Economy class on Jet's Airbus A330200, Boeing 737-700/800 and Boeing 777-300ER aircraft has 32-inch seat pitch. Seats on the Boeing 777300ER/Airbus A330-200 have a "hammock-style" net footrest. Each Economy seat on the 777300ER/A330-200 has a 10.6-inch touch screen LCD TV with AVOD. Some recently acquired Boeing 737700/800 aircraft also feature Personal LCD screens with AVOD.
S.W.O.T. Analysis - Key Attraction • Market driver • Experience exceeding 14 year • Only private airline with international operation • Market leader • Largest fleet size
- Key Problem Loosing domestic market share Old fleet with average age around 4.79 years Scope for improvement in in-flight service Weak brand promotion
• • • •
- Opportunities • •
Untapped air cargo market Scope in international service and tourism
- Threats
• • •
Strong competitors Fuel price hike Overseas market competition
S.W.O.T. Analysis - Key Attraction • First airline with full new fleet of aircraft • Brand image with Flamboyant Personality of Vijay Mallya • Unmatched in flight service • Exclusive Terminal Share Deal • Route rationalization
- Opportunities • • • • •
Under penetrated domestic market International market Untapped air cargo market Expanding tourism industry Fleet size expansion
- Key Problem • • • •
Service delivery to metros and other big cities Yet not in profit High ticket pricing High attrition in top brass
- Threats • • •
Existing Operators Infrastructure issue Fuel price hike
P.E.S.T. Analysis - Political Issue • • •
License issue for international operation Infrastructural constraint ATF price policy
- Social Effect • • •
Sound Pollution Plane hijacking 9/11 Incident
- Economic Effects • •
Rising income level Reduced fare but yet not enough
- Technology Effect • •
Modernization of aircrafts modern tehnology like CAT3 and ILS
COMPETITORS ANALYSIS
MARKET ANALYSIS
Advertising and Branding • • • •
Hoardings Brand Ambassadors Sponsorships Event Organization
• • • •
Hoardings Brand Ambassadors Sponsorships Event Organization
JetLite • • •
Second most experienced group Jet Airways market share Made Jet Airways as a biggest airline
•
Decent facilities
Simplifly Deccan • India’s First LCC • Targetting Upper Middle Class Segment • Increased Kingfishers Flying Experience • Increasing Fleet Capacity to sustain load • Delays and Breakdowns • Bad Service
Recommendations • • • • •
Concentrate Domestic Market Hire Big Brand Ambassadors Frequency of TV Advertisements Vibrant Image Tie-Ups
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