Consumer Tendencies: Kingfisher Airlines

Kingfisher Airlines is an airline group located in India. Its hq is Kingfisher House in Vile Parle (East), Mumbai. Kingfisher Airlines, through its mother or father company United Breweries Group, has a 50% stake in low-cost carrier Kingfisher Red.

Kingfisher Airlines is one of six airlines in the world to truly have a 5-star rating from Skytrax, along with Asiana Airlines, Cathay Pacific, Malaysia Airlines, Qatar Airways and Singapore Airlines. Kingfisher works more than 375 daily plane tickets to 71 vacation spots, with local and long-haul international services. In May 2009, Kingfisher Airlines carried greater than a million passengers, offering it the highest market share among airlines in India.

Kingfisher First

The international Kingfisher First has full flat-bed seats with a 180 level recline, with a chair pitch of 78 in. , and a seat width of 20-24. 54 inches. Passengers receive Merino wool blankets, a Salvatore Ferragamo toiletry equipment, a pyjama to improve into, five-course meals and alcoholic beverages. Also available are in-seat massagers, chargers and USB connectors.

Every Kingfisher First couch has a 17 inch widescreen personal television with AVOD touchscreen controls and will be offering 357 hours of programming content spread over 36 channels, including Hollywood and Bollywood movies along with 16 channels of live TV, so passengers can watch a common TV programs live. There is also a collection of interactive games, a jukebox with customizable playlists and Kingfisher Radio. Passengers are given BOSE noise cancellation headphones.

The service on board the Kingfisher First cabins includes a social area composed of a full-fledged bar staffed with a bartender, a break-out seats area just nearby installed with two couches and stools, a full-fledged chef on board the aircraft and any-time kitchen. A turn-down service includes the conversion of the couch into a fully-flat foundation and an air-hostess making the foundation when the passenger is ready to sleep.

Kingfisher First feature mood light on the Airbus A330-200 with light techniques corresponding to enough time of day and journey position.

Impact of Alternative Influences

In this age of competition, understanding the consumer is a necessity for marketers. Consumer needs and preferences are continually changing, given the changes in factors like demographics and life styles. These changes may become great work at home opportunities for alert marketers and threats for marketers who fail to conform. Consumers acquire, ingest, and dispose off the products and services created by organizations. Each goes through several cognitive and behavioral operations while making their purchase and ingestion decisions. The knowledge of how they decide on one brand instead of another and what factors influence their decision-making is vital for marketers, not and then cater to the prevailing needs of the consumers but also to prepare because of their future needs. This knowledge is also necessary to make various business decisions related to product development, presentation, pricing, distribution, marketing promotions, communication, etc.

Consumer Behavior really helps to understand the inner variables like determination, personality, notion, learning, and frame of mind, and external factors like reference communities, family, social class, and, culture, and their impact on consumer decision-making process.

Consumers are confronted with many external affects, including an individual's culture, subculture, household structure, and communities that he associates with. Marketers and companies call these external influences because the foundation of the influence comes from outside the person rather than from inside (which would be interior, or psychological, influences). You also could make reference to them as sociocultural affects, because they progress from the formal and casual relationships the average person has with other folks.

Clearly ours airline Kingfisher FIRST is an luxury portion service which caters to the needs of high class executives who want to fly with their destinations not just the normal business school but want an experience which is even more luxurious than the business class. We focus on their needs in the best way possible.

We more than simply a airline, we web host one of the most luxurious & coziest services available, we live just 1 of the only 6 airlines on the globe which enjoy a 5 star rating by SKYTRAX.

But still we've regularly under-performed from our capacity and are running into losses consistently into loss from last 24 months.

This is a significant issue which needs a timely security to counter the increasing red lines on the balance sheet.

Consumer behavior can offer a perception of the challenge by applying the many theories to the situation. As ours is a company company, consumer behavior becomes completely more important as you can get a whole lot of conclusions by simply studying the psychology of the customers and the fantastic problems can be countered in a effective way.

Behavior of any customer comes from two factors:-

  • external factors
  • internal factors

though the internal factors are totally in control of a person and are hard to control, but still they could be managed by caring for the external factors which themselves immediately impact the consumers buying decisions.

So that`s why we need to have a close go through the external factors that influence consumer behavior

In the section below:-

Global & Country wide culture:-


The group of basic worth perceptions, desires, and behaviours learned by a member of modern culture from family and other important organizations. Culture is the standard cause of a person's wants and behavior. Every group or modern culture has a culture, and ethnical affects on buying behaviour can vary greatly greatly from country to country.

Sub Culture :-

A group of people with distributed value systems predicated on common life encounters and situations.

Each culture consists of smaller sub ethnicities a group of folks with shared value system predicated on common life activities and situations. Sub culture includes nationalities, religions, racial group and geographic areas. Many sub culture constitute important market segments and marketers often design products.

Culture is a problematic issue for many marketers since it is inherently nebulous and often difficult to understand. You can violate the social norms of a different country without being informed of this, and folks from different ethnicities may feel unpleasant in the other person existence without knowing why?

So we can understand that how this factor can play an important role in appealing to customers if handled effectively.

For this our company has already ready by offering 5 superstar services which is recognized by the SKYTRAX firm and this can become our USP if promoted smartly. As our Kingfisher First is an elite category service so we need to customize according to the routes which it works like Delhi-London airfare can keep themselves up to the customer expectation by upgrading their trip services based on the demographics of the people traveling.

We`ll have to provide to the needs & goals of the people who participate in the different nationalities like mix of different nationals by maintaing the requirements this can be done by firmly taking awareness of the mix cultural factors into consideration.

Family & household influences:-

A major factor that impacts one`s choice of the services is his family & household income. These factors can include the perception about a service which might be same for your family & the complete may think of something as compliant with their requirements & representing family position or not.

This also makes a chance as though one influencing member of the family is convinced about the service everyone may become a customer.

So a great deal of potential lies in this factor if trapped efficiently

For this we might promote our service by:-

being a sponsored at charity happenings as higher course people have a good attendance at such occasions.

We can take events of significant show-buzz as that will help a lot to promote the service.

Our event on personal yatch of Mr. Vijay Mallya before Monaco Grand Prix hosted by Mr. Vijay Mallya to promote Drive India can be considered a great help by making Kingfisher First as recognized airline of the function. This will generate a hype in the world and at exactly the same time a sample of the service can get to probable customers.

Opinion market leaders:-

Opinion leaders are person who can be of great help as they lead a lot of individuals, and their fans either follows them blindly or they impact their fans decision compared to that extent that the probability of the follower consuming that product becomes very high. So if we can entrap these opinion leaders we an increase whole lot on consumer base.

So this can be achieved by requesting overview of critics of lifestyle mags which can be read by upper-upper class this can have an impact on decision of a lot of fans.

Added to the some top level professionals of some companies can even be asked to travel as their peer group can be influenced by this.

As discussed preceding event before Monaco Grand Prix can be of great help influence these judgment leaders.

Reference Group:-

Reference group are the ones with one comes in contact based on his/her conversation in lifestyle. This connection may be on aregular basis like viz. Family, work group, friend circle, etc. OR on a less regular basis like shopping group, digital group, consumer action group, etc.

A whole lot of customer foundation can be gained if handled research group properly since person touches folks from various aspects of life in his/her research group & his decision making depends on this reference organizations.

Like on is most affected by family & good friend group & often if someone in these group appreciates the service the buying decision can definitely swing in favor

To understand this as talked previously event sponsorship & some personal happenings can be of great help, as well as doing corporate and business working with companies can be of great help as this may start the buzz in the organization circle and help receive the support of these reference categories.

Income & Social Groups:-

Income group aren't of much concern as this is something in luxury school & one who can afford it will definitely not give a much considered to the cost then & so very little to consider in this section.

Almost every society has some type of social structure, cultural classes are society's relatively long term and purchased divisions whose people share similar prices, interests and behavior.

Social group are of matter definitely as these are generally inherited & affects lot how you will perceive the merchandise & this sociable course also becomes the research group & a product`s likelihood to obtain a boost from word of mouth publicity increases. Added to that are some features just like a whole class may give inclination to a certain product within the other & this can be of great benefits.

To achieve this same high culture events can be considered a good place to promote, at exactly the same time if we can get some personal functions of top quality contemporary society people will also help.



Kingfisher Airlines is India leading luxury airlines. Kingfisher airlines are designed to provide you luxury and comfort as each aircraft meets the superior and global technical standards to enable you to feel just like a king of memories, visiting in air for having an experience of life span. The highly promising top features of Kingfisher Airlines India that has managed to get truly a world-class air travel are its relaxing and beautiful ambience with very comfortable seats. Further to include on is its journey entertainment system and its own exciting and brightly outfitted, professionally trained and incredibly hospitable team, the comfortable seats, punctuality of plane tickets, the service makes the Soar Kingfisher Airlines most popular and encouraging.

In a short period of the time Kingfisher Airline has carved a distinct segment for itself. The flight offers several unique services to its customers. Included in these are: personal valet at the international airport to aid in baggage handling and boarding, accompanied with refreshments and music at the air-port, audio and video recording on-demand, with extra-wide personalized displays in the plane and three-course premium cuisine.

Fly kingfisher has achieved A 5 Superstar status recognition, meaning Kingfisher Airways has the highest standard of product after going through several stringent quality analysis categories. Travel Kingfisher gives high criteria of service in on-board and air port environments. Skytrax also recognizes Kingfisher Airways to be at the leading position for product and service advancement. This honor makes Kingfisher Airways one of only 6 airlines in the whole world to have a 5 star ranking, so take a flight kingfisher and revel in the convenience.

Thus kingfisher airline provide luxurious services that having various attributes that brings more benefits to the customers. They have got really small size target market and they are aiming to grape it. They often use shock and delight setting strategies.

In TV commercial, it is clear that kingfisher flight developed the slogan "fly the good times". It demonstrates that traits and customer benefits clear in the mind of customers. They were tried to reflect luxuries, comfort and leisure great things about customers. Kingfisher First is the luxurious make of kingfisher flight. They came up with the perfect of emotional charm in the industry that truly show qualities of air travel and customer benefits.



Kingfisher Airline often uses quality characteristics to position their brands. A proven way they are doing it is with ads that reveal the image of the high-quality brand where cost, without irrelevant, is known as secondary to the product quality benefits derived from using the brand.

They have through perfectly laid out online marketing strategy successfully accomplished. Today, the environment tourist not only desires to commute faster but also be entertained. Recently, the kingfisher air travel unveiled two initiatives to enhance guest convenience. To begin these is the advantages of the Roving Agent at the air-port. Rather than holding out at the check-in counter-top to acquire their boarding move, travelers can immediately plan the security check-in counters. Deployed outside the security check-in area will be airline's Roving Agent, who will get in touch with guests and check them in using a mobile digital device and computer printer. Also launched is the service of web check-in, allowing travelers to print their boarding goes by via www. flykingfisher. com.

The quality provided by kingfisher is ranked high among all airlines in India. That the reason that this cover the market very quickly.

In just over 2 yrs, after entered in to the Flight market, Kingfisher Airlines has achieved market show of 10% and has one of the very most aggressive expansion ideas of all Indian carriers during 2007. It dramatically increased its affect in the market with 26%.

Thus kingfisher First must be produce the new placement strategies like placing by quality. It cannot produce price positioning since it handles luxury class. But they can increase the quality in the services with negligible increment in fares.

For this our company has already ready by offering 5 legend services which is recognized by the SKYTRAX company and this may become our USP if advertised smartly. As our Kingfisher First is an elite category service so we need to customize in line with the routes which it operates like Delhi-London flight will keep themselves up to the client expectation by updating their air travel services according to the demographics of the passengers traveling.

We'll have to serve to the needs & goals of the travellers who belong to the different nationalities like mixture of different nationals by marinating the expectations this can be done by taking factor of the combination cultural factors under consideration.

In this strategy our main give attention to the customized services improvement in term of quality relating to customers.

We will come up with the slogan "soar your own way". It easy displays offered customized services to customers.


Another way is to connect a particular image or position for a brand is to affiliate it with a specific use or program.

In today's competitive business environment, the pressure on efficiency, cost and efficiency are higher than ever before. Kingfisher Elite gives you exclusive travel solutions. Take flight at your own convenience anywhere, anytime and choose who flies to you in the most comfort, safe practices and privacy. Whether it is business or leisure, pick from our range of business jets and Eurocopters and you are promised of the most superb service complimented with the highest safety standards, allowing you to reach your destination comfortable and refreshed.

Key features*

  • A private suite with attached lavatory and shower
  • Tailored service to meet your requirements - ultimate flexibility
  • Private & discreet service including VIP, diplomatic and mind of status flights
  • Experienced & highly trained professional crew
  • Custom designed luxurious interiors
  • Conference room with state-of-the-art technology to meet your business needs
  • Separate sections for friends and staff

To keep all these features at a higher brand recall beliefs we will release our marketing campaign with a central tagline of

"Heaven onboard; Soar with Pegasus"


We will concentrate on the service that people provides to the customers which despite being 5 superstar scored can gain on on customer basic by concentrating on the demographics of pasangers boarding on the path and then customizing our services.

We can come up with the slogan

Heaven onboard; Soar with Pegasus: "Fly your own way".

It easy demonstrates offered personalized services to customers.


Often the competition for a specific product originates from beyond your product class. For instance, luxury airlines contend with other economy airlines.

In this placement strategy, the business will come up with the perfect of influencing the customer to use airline services. The business is totally focus on niche market of high section category customers. For these aim for customers, price is no problem. They generally affects by position.

The kingfisher First provides them a higher class status in culture. To influence new customers, the company will try to add name of customer with luxurious aircrafts. That why Kingfisher Airlines presently operates with a whole new fleet of 8 Airbus A320 aeroplanes, 3 Airbus A319-100 plane and 4 ATR-72 airplane. It was the first flight in India to use with all new aircrafts. Kingfisher Airlines is also the first Indian air travel to order the Airbus A380. Also kingfisher having amount of awards that induce it strong brand value on the market.

The company must be retailing its brand image on the market by new placement strategy by product course.

We will come up with the slogan

Heaven onboard; Soar with Pegasus: "because category can't be affected".


Competitors may be as important to positioning strategy as a firm's own product or services. Nowadays, an effective placement strategy for a product or brand may concentrate on specific challengers.

The biggest rivals, across the globe, are

  • Singapore Airline
  • British Airline
  • Emirate Airline
  • Lufthansa Air travel etc

For this type of positioning, the company can be centered on Indian charm to appeal to NRIs, and other high-class customers. For instance the majority of the restaurants and hotel industries are target in this strategy for emotional appeal towards nationality, like Indian Foods Restaurants, Italian restaurants etc.

Other strategy may be that the business can tie-up with international hotels, because the majority of the hotels provides flight services as their services to customers. The company must give focus on that. It could acquire clients.

We can come up with the slogan

Heaven onboard; Soar with Pegasus: "because sometimes poleis organise themselves with the couple of wings".

Critical Reflective Writing

This project is a great learning experience. I have learned a lot about various this which will vary from theory but still the application of the theories learned in the classrooms. The job has helped too much to encounter the real brainstorming process which requires us to think a lot to use our space to market our product and the constraints of the brand setting, resources offered by your dispose, etc just enhance the problems.

But still it's been a great pleasure to focus on the task and has definitely helped us to brush our skills in the field of marketing.

The problem of utilizing the concept of consumer manners was a real tough process given you have the constraint of luxurious services where you have to monitor the base lines that you not even by mistake make the merchandise viable to everyone or even market it as one as then you will loose the clients who get pleasure from the position of the service provided. So you always have to keep your sight open to it.

Then there is a good constraint of positioning ways of be implemented under the the policy of positioning by price & quality to be adopted in this case.

Also the constraint of resources was a great way to obtain learning as this helps us learn that how in real world the strategies are always governed by the restriction of resources and certain inherent liabilities & constraints associated with the product itself.

Overall it has been a great learning experience, has has helped a whole lot by giving us a sneaking home window into the real corporate and business world & the real life problems confronted by the marketing men sitting behind the glass walls of the corporate offices.

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