Direct Marketing Kingfisher Airllines

Direct Marketing Plan For Kingfisher Airlines Presented by: Gaurav A-09 Navneet A-26 Rahul A-34 Sarvendra A-45 Sumantra A-51 Tarun A-54 Sonia A-63

introduction Kingfisher airlines has a premium image, Customers are made to feel like an honored guest and not just a passenger. 

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Every Kingfisher aircraft meets the global standards in terms of safety and performance. The fleet incorporates the latest technology and each aircraft is fitted with a personalized in-flight entertainment system and top quality programming content.

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Kingfisher Airlines is now India’s only 5-Star airline.

Flow of direct marketing plan for kingfisher airlines     

Ascertain Objectives Build Database narrow down on targets Execute campaign Follow up

Objective of direct marketing plan:    

create relationship Boost loyalty build affinity address customer directly communicate to him that the company cares

database Secondary: Tour planning websitesmakemytrip.com

Credit Card usage dataCitigold , am-ex card existing database

Premium clubsdelhi golf club, bombay yatch club

database primary: Gather info through free gift-coupon redemption Exploiting Waiting Lounge opportunities Online queries

database 

Secondary:

organised Fast mining of data Enables More precise targeting

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Primary:

Disorganised Less precision Unpredictable effectiveness

narrow down the targets from the database 

Delhi – Mumbai customers

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Will help in making customised plan

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Customisation necessary due to personal nature of d.m plans

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Narrowing down helps in gauging effectiveness

Direct marketing channels 

Direct Mailers on basis of data collected

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Online Marketing with tour/ticket planning WebPages

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Lounge Couponing

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King mobile -Tele Marketing [sms info etc]

Direct marketing initiatives taken to ensure direct responses would be divided into two halves :  

Existing customers Non loyal customers/new fliers

existing customers of kingfisher 

Loyalty cards that double up as credit cards [American express kingfisher airlines corporate card]

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VIP Lounge access [upselling to “king club”]

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Special check ins provided

existing customers of kingfisher 

Rewards against miles

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Constant communication through mailers, telecalling

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Exclusive gifts like the kingfisher calendar

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Little Wings – in-flight entertainment for kids

New customers / non loyals 

Direct mails [e.d.m] to offices

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Experiential techniques – invitation to kingfisher parties

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Organise Exclusive events-live painting sessions, exhibitions etc.

New customers / non loyals 

Direct selling through clubs frequented

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Couponing to mailing lists from secondary sources

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Incentives to first time fliers- fly wife for free, return tickets free, stay in Mumbai/Delhi taken care of

Follow up 

It is essential to check effectiveness of direct marketing campaign

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To ensure leads are converted

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May involve telecalling enquiring whether customer received the communication and what he plans to do

Follow up 

Offer something of value in the follow-up

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If the prospect seems irritated by the constant communication, slow it down.

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Integrate mail & email, Reach customers, wherever they are. that could be offline or online, phone, on paper or strictly electronically

Thank you