PRESENTATION ON:- CASE STUDY OF

JET AIRWAYS AND KINGFISHER

AIRWAYS
 OUTLINES
INTRODUCTION OF JET AIRWAYS AND
KINGFISHER AIRLINES.
JET AIRWAYS Vs KINGFISHER AIRLINES.
MISSION AND VISION OF BOTH.
PRODUCT MIX AND PRODUCT SERVICES.
CRM AND LOYALTY PRACTICES.
INTRODUCTION OF JET AIRWAYS
 Jet airways was started in May 1993 by an entrepreneur
called Mr. Naresh Goyal.
The airlines is owned by Tailwinds, a company
registered in the Cayman Islands.
Members roped in by Mr. Naresh Goyal are as follows:-
(i) Mr. Saroj Datta (now the executive director)
(ii) Mr. Purush Baliga (V.P., support services)
(iii) Mr. Rolland Thomas (V.P., flight operations)
(iv) Mr. Steven Jagannathan
 INTRODUCTION (CONT.)
Jet Airways began international operations to Sri
Lanka in March 2004.
It is listed on the Bombay Stock Exchange, but 80% of
its stock is controlled by Mr. Naresh Goyal.
Slogan of the Jet Airways is The Joy of Flying.
 INTRODUCTION OF KINGFISHER
AIRLINES
Kingfisher Airlines was started in 2005 by
Mr. Vijay Maliya.
It is owned by the Bangalore based United Breweries
Group.
It started its international operations on 3 September
2008 by connecting Banglore with London.
Slogan of the Kingfisher Airlines is Fly The Good
Times.
 MISSION AND VISION OF JET
AIRWAYS
MISSION:- Jet Airways set itself a target to become
the most preferred airline in India and to be the
automatic first choice carrier for the travelling
public. It strived to be a world class domestic airline
and a rote model for all the others to emulate. The
route to achieve this mission was high quality service
and reliable, comfortable and efficient operations. It
has attempted to ensure consistent profitability to
enhance shareholder wealth and provide its
employees an environment for excellence and
growth.
MISSION AND VISION OF JET
AIRWAYS
 MISSION AND VISION OF KINGFISHER
AIRLINES
MISSION:- Kingfisher Airlines will have ‘Fly The
Good Times’ approach and this will reflect in the
experience they will offer to passengers.

VISION:- The Kingfisher Airlines family will

consistently deliver a safe, value based and
enjoyable travel experience to all their guests.
Flower of Services of Jet
Exceptions Billing

Safe Keeping Payment

Hospitality
Core
-Transport

Order Taking

Consultation Information
 Information - flight schedules, ticket fares, promotion
schemes etc.
• Through website, call service, sms, employees etc.

 Consultation - Reg. the choices of class, routes to a destination & special

menus for frequent fliers

 Order taking - Booking - through phones, fax and internet

- Ticket Office, Call Centres, Company Website & Agents

 Hospitality - Most important differentiating factor (from ticket booking

to post flight help)
 Safe keeping - Luggage & Children

 Exceptions - Special requests reg. meal preferences, special amenities

for elderly people or children, medical needs etc.

 Billing - Charges split, E-mail bills etc.

 Payment - Credit card, Travellers cheque, Special payment privileges

for frequent fliers
Levels of Product
 Product - Service
On Ground Services
 Check in options - Airport check-in, Tele Check-in, Web Check-in,
Kiosk Check-in, SMS Check-in, Check-in while walk-in,
One Time Check-in on Return Journey, Through Check-in
 Airport Lounges
 Coach Services

In-flight Services
 Classes of Service - First class, Premiere class & Economy class
 Convenience & Safety -Towels, Pillows & Blankets, Reading material,
First Aid, Smoke detectors, Bassinets, Child Care, life jackets & seat cushion
 Cuisines
 Entertainment - Jetscreen – Movies, TV programmes, Games, Music, In-flight
communicator, Online magazines etc.
 JetWings (in-flight magazine), JetBoutique (in-flight shopping catalogue)
 Product - Service
Special Services
o Infant and child care, wheel chair assistance, expectant mothers,

unaccompanied minors, medical emergencies, travelling with animals &

carriage of stretchers

 JetMobile

 JetKids

 JetEscapes

 Cargo
 Services
Domestic
 Kingfisher First—
1. 48 inch seat pitch and a 125 degree seat recline.
2. laptop and mobile phone chargers, latest international
newspapers and magazines

3. Every seat is equipped with a personalized IFE system which

offers a wide range of Hollywood and Bollywood movies,
English and Hindi TV programmes,16 live TV channels and 10
channels of Kingfisher Radio.

4. Only available on selected Airbus A320 family aircraft.

 Kingfisher Class—
1. 32-34 inch seat pitch with footrests
2. passengers can access the latest movies, English and Hindi TV programmes,
live TV and Kingfisher Radio.

 Kingfisher Red—
Passengers are given complimentary in-flight meals and bottled water. A
special edition of Cini Blitz magazine is the only reading material provided.

International—
 Kingfisher First—
1. full flat-bed seats with a 180 degree recline.
2. Passengers are given Merino wool blankets, a Salvatore Ferragamo toiletry
kit, a pyjama to change into, five-course meals and alcoholic beverages. Also
available are in-seat massagers, chargers and USB connectors.
3. 17 inch widescreen personal television
PRODUCT AND SERVICES
Manage booking.
Web check-in.
Hotels.
Kingfisher e-coupons.
Special Care.
Special Meal.
Business Travels.
Cuisines.
PRICING STRATEGY OF
JET AIRWAYS AND
KINGFISHER AIRLINES
 WHAT IS PRICING ?
Pricing is the process of determining
what a company will receive in exchange
for it’s product or service.
 Price-Quality Strategies
Philip Kotler identified NINE price-quality
strategies
High Price Low Price
High Quality High Super
Premium
Value Value

Over Mid Good

Charging Value Value

False
Rip-off Economy
Economy
Low Quality
Factors affecting Pricing
 Operating cost
 Market place
 Competition
 Market condition And
 Quality of services
 Setting Price
1. Selecting the pricing objective
2. Determining demand
3. Estimated costs
4. Analyzing competitor’s costs, prices and
offers.
5. Selecting a pricing method
6. Selecting final price
 Strategy that followed by

JET AIRWAYS:- Affordability – based Pricing

KINGFISHER :- Skimming Strategy

Affordability based – Pricing : The idea
here is to set prices in such a way that
the targeted sections of population are
in a position to buy a product to the
require extent.
Skimming Strategy : This strategy
refers to a firm’s desire to skim the
market by selling at a premium
price.
 CRM AND LOYALTY PRACTICES
OF JET AIRWAYS
 Jet Privilege Frequent Flier Program.
 Airport Facilities.
 Cell Phone Check-in Facilities.
 Offering low rates.
 By giving different gifts.
 CRM AND LOYALTY PRACTICES OF
KINGFISHER AIRLINES.
Frequent Flier Program.
King Club Membership.
Airport Facilities for King Club Members.
Kingfisher Airlines will have a series of unique
rewards for it loyal passengers by offering
kingfisher gifts, kingfisher holidays etc.