The War Between Kingfisher And Jet Airways

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.

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 • • • •

- Opportunities • •

Untapped air cargo market Scope in international service and tourism

Loosing domestic market share Old fleet with average age around 4.79 years Scope for improvement in inflight service Weak brand promotion - 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