SERVICE MARKETING 7 P’s OF AIRLINES INDUSTRY

DONE BY, R.GOWTHAMI

3510920033

7 P’s KINGFISHER AIRLINES

PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL EVIDENCE

PRODUCT

Transportation is the core service of Kingfisher Airlines Check in, food on board, connecting flight, complamentary gifts, in-

flight entertainment, frequent filter programs are the supplementary products of Kingfisher airlines

The augmented products for this airlines is online booking, variety of mean options, pick up and drop sesrvice and mobile ticketing

PRICE

Price is based on the following factors Class of travel Load factors Date of travel Day of travel Profit margins Competitors pricing

PLACE

“Vijay Mallya” himself is a brand and the brand “Kingfisher” has also established a remarkable standing in the market place

Kingfisher has a wide distribution channel that gives easy access to it’s customers

Tickets can be booked through various channels 1. Consolidation 2. Tour Operator/ Travel Agency (Clear trip, make my trip.com) 3. Affiliated with companies 4. Direct through home leased system

Kingfisher has a plush corporate office in Andheri, well equipped with trained employees & has a spread of offices across India

PROMOTION

Hoardings Brand Ambassador Kingfisher Calender NDTV Good Times Tagline Media & Press Releases Releases

PEOPLE

At Kingfisher Airlines, ‘people’ are the most important ‘p’ People provide most services that is the selection, training, and

motivation of employees The airhostesses at Kingfisher come in contact with the customers in

the process of providing the service, while the cock-pit crew are employees who contribute to the service product but do not come in direct contact with the customers.

Dr. Mallya handpicks the air hostesses for his Airlines as they is expected to possess a pleasing personality with polite service handling

Whereas the cock pit crew at Kingfisher Airlines require to possess high analytical and technical skills

Also at Kingfisher, there is the ancillary service personnel, the travel agent who plays a very important role in creating the service exchange but is not a part of the service.

At Kingfisher Airlines, the front line staff play a critical role in ensuring that the service is delivered to the customers as promised

PROCESS

The process of Kingfisher airlines’ service lays emphasis on the involvement of channels, front line staff, travel agency offices, offices of the tour operators or so form where the services flow & reach to the ultimate users.

The process begins at the time of reservation goes on to the confirmation of seats. For e.g.: Computer reservation system of Kingfisher Airlines enables any reservation request from anywhere in the world to be auctioned in minutes. The reservation facility is accessible through all-major computerized reservation system of the world.

By giving details of where to book and how to book Kingfisher airlines help in providing quality services to the customers

.They also offer concession, by not charging any cancellation charges and also giving them the option to make a change in the reservation status if they request.

All these facilities go a long way in increasing passenger convenience. Facilities at the airport, the baggage handling, flight information, etc.

also helps in delivering quality service and making travel a pleasure. In the aircraft, the meal service, in-flight entertainment, reading

material, in-flight amenities, etc. enable the travelers to have an enjoyable and convenient travel.

All these procedures form a part of the total process designed to deliver quality service at Kingfisher Airlines.

Kingfisher Airlines is making every effort to constantly redefine service procedures to enhance service satisfaction levels.

PHYSICAL EVIDENCE

Physical Evidence refers to the environment in which the service is delivered and where the service industry and customer interact.

At Kingfisher Airlines, the aircraft by itself, the seating configuration which is meant to be comfortable and spacious, and the in-flight food provided would make up the physical evidence in this service.

Boeing & Airbus are the 2 best commercial aircraft makers and almost all airline industries make use of one of these airlines. The seating is such that it is comfortable and there is enough leg space.

The in-flight food is another, important aspect, a wide selection of meals is offered to the passengers. Passengers are requested to indicate their reference at the time of reservation itself. Kingfisher Airlines has introduced new sleeper seats with electric controls for reclining lumbar support, leg rest extension, expanded seat back height for a more insulated environment, thus providing highly comfortable seating.

Booking offices and ticket counters at Kingfisher Airlines are extremely spacious and well designed with good looks. Further the aircrafts are given excellent exteriors and are maintained well

The aircrafts at Kingfisher Airlines have elegant interiors well designed seats with more leg room especially in the business class.

Domestic lounges are enhanced with good interiors and basic amenities which make it an ideal place to conduct business, entertain or relax.