Kingfisher Airlines Marketing Strategies
Kingfisher airlines launched its domestic air service operations in May 2005.KFA was promoted by UB group and offered a single class- “Kingfisher Class”. KFA successfully leverage 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 mark. KFA started its operation in May 7, 2005, positioning itself as a budget carrier and not as Low Cost Carrier (LCC). Following strategies were followed to make it one of the leading Airlines in India. • It came up with a very appealing promotional line “Fly the good times” and it reflected in the experience the company offered to its passengers. • KFA is also launched Kingfisher express in order to tap into the growing LCC segment. • It planned to re-launch its commercial air service called UB Airway again which it had to withdraw it due to government restrictions. • The company gave best services to its customers that were like providing world class interiors, and in-flight entertainment systems. • The company came up with only one class airlines rather than other airlines that had Business Class; Economy Class the idea was to combine Business Class experiences and Economy Class experiences in one. Having a single class freed up more leg space for passengers when compared to normal economy class flights. • The company started addressing its customers as “GUEST” rather than passengers. • The company made its mark by providing its guests with more legroom and bigger seats so as to provide better comfort. KFA has set its sight to become India’s largest airline both is capacity and in market share. KFA’s Promotional Strategies
As part of its promotional strategy the marketing team of KFA showcased the airline as “the new flying experience”. The following initiatives...
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