Abstract

The case discusses the strategy of Kingfisher Airlines (KFA), which launched its domestic air service operations in May 2005. KFA was promoted by the UB Group and positioned as a budget carrier that offered a single class- “Kingfisher Class’. KFA successfully leveraged 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 market. KFA also had plans to operate on international routes. However, the increasing popularity of low cost airlines like Air Deccan, launch of new low cost carriers like SpiceJet and GoAir, and Jet Airways’ acquisition of Air Sahara, further intensified the competition in the Indian aviation sector. In an effort to make KFA profitable at the earliest, KFA modified its ‘single class’ approach and began to offer an upgraded business class service- ‘Kingfisher First’.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the marketing and branding strategies adopted by Kingfisher Airlines
• Understand the opportunities and challenges for a newly established airline in the Indian aviation industry.

Keywords

Kingfisher Airlines, United Breweries (UB Group), Vijay Mallya, Services Marketing, Brand Positioning, Brand Extension, Budget Carrier / Value Carrier, JetBlue Airways, In-flight Entertainment System, Airbus A320 and A380, Jet Airways, Low Cost Carrier (LCC), Air Deccan, Indian Aviation Industry, Kingfisher Beer