Kingfisher Kingfisher AirlinesAirlines

VsVs

Jet AirwaysJet Airways

A Comparative Case A Comparative Case StudyStudy

JET AIRWAYSJET AIRWAYS

HistoryHistory• Jet Airways was incorporated as an "air taxi" operator on

1 April 1992. It started commercial airline operations on 5 May 1993 with a fleet of 4 Boeing 737-300 aircraft.

• Naresh Goyal, who already owned Jetair (Private) Limited (which provided sales and marketing for foreign airlines in India) set up Jet Airways as a full-service scheduled airline that would give competition to state-owned Indian Airlines

• Jet Airways was the first private airline of India to fly to international destinations.

• It began international operations to Sri Lanka in March 2004.

• In January 2006, Jet Airways announced that it would buy Air Sahara making it the biggest takeover in Indian aviation history. The resulting airline would have been the country's largest but the deal fell through in June 2006. However, a modified deal did go through eventually in January 2007.

• The company has been able to lower its costs by "sweating its assets", i.e. getting the maximum utilisation out of its aircraft fleet by minimising turn around times between flights, similar to the leading European/North American low-cost, "no frills" carriers.

MISSION STATEMENTMISSION STATEMENT

• Jet Airways will be the most preferred domestic airline in India. It will be the automatic first choice carrier for the travelling public and set standards, which other competing airlines will seek to match.

.• Jet Airways will be an airline which is going to

upgrade the concept of domestic airline travel - be a world class domestic airline.

• Jet Airways will achieve these objectives whilst simultaneously ensuring consistent profitability, achieving healthy, long-term returns for the investors and providing its employees with an environment for excellence and growth.

AWARDSAWARDS• The Freddie Award - Highest Honour For Jet

Airways in May 2007

• 'Best Full Service Carrier' category from Galileo Express Travel World Awards in Nov 2006

• Jet Airways wins three Avian global Awards for In-flight Entertainment Sep 2006

• Star Of The Industry Awards for the Best Domestic Airline For The Year 2005 in Feb 2006

• ‘Superbrand’ in Aug 2003

• Boeing Company Award for maintaining ‘Best Technical Despatch Reliability’ for 2002 in May 2003

Did You Know?Did You Know?

• Jet Airways does not own its brand. The brand is owned by Jetair Enterprises Ltd., a separate company substantially owned by Naresh Goyal, which licenses the brand to the airline in return for an annual payment. This arrangement is very similar to the terms governing the use of the "easy" brand by the easyJet Airline Company Limited (the name under which easyJet has been incorporated).

ControversiesControversies

• Jet was expected to begin service to Newark via Brussels in June 2005 but a problem arose in March 2005, when the airline submitted an application to the U.S. Department of Transportation. Nancy Heckerman, CEO of US company Jet Airways Inc. based in Bethesda, Maryland, opposed the application in letters to the Transportation Department alleging trademark infringement. Though the litigation is still unresolved, the Department of Transportation concluded it was not a reason to prevent Jet from flying to the U.S.

• A second and more serious allegation that delayed Jet Airways being permitted to fly to the USA focused on its opaque ownership structure as well as its alleged links to organised crime in India and abroad

• Another issue that was "problematic" in the eyes of the US aviation authorities concerned the controversy surrounding Naresh Goyal's citizenship. There have been reports in the Indian media that he is an Indian-born, naturalised German citizen who is permanently resident in the UK. India's citizenship laws barring dual citizenship for Indian passport holders have recently been amended permitting Indian citizens to take up another country's citizenship - bar Pakistan and Bangladesh - without forfeiting their Indian citizenship as long as that country permits dual citizenship. This does not apply to Germany as it does not allow dual citizenship, unlike the UK, US, Canada, Australia and the Netherlands for instance, which do allow dual citizenship.

Merger with Air SaharaMerger with Air Sahara• On January 2006 Jet Airways announced that it was to buy Air

Sahara for $500 million in an all-cash deal. Everything, including Sahara's assets and infrastructure, would belong to Jet Airways. This deal would have been the biggest in India's aviation history and the resulting airline the country's largest, had it gone through.

• Jet Airways claimed that a final sticking point was the government's delay in approving Jet chairman Naresh Goyal's appointment to the Air Sahara board. Air Sahara countered that Jet Airways had engineered this impasse by delaying the request for such approval, as a way of extricating themselves from a deal they now regretted. Jet was said to be willing to go ahead with the deal only if the originally agreed price was lowered by 20-25% on the basis of Air Sahara's mounting debts, an option which was firmly rejected by Air Sahara. Finally both sides confirmed that the deal was off

Buyout of Air SaharaBuyout of Air Sahara

• On April 12, 2007 Jet Airways agreed to buy out its smaller rival Air Sahara for 14.5 billion rupees ($340m).

• Air Sahara is renamed as Jetlite and it has been placed between a lowcost carrier and full fledged airliner.It may be noted that Jet Airways with the acquisition of Air Sahara is all set to refurbish the fleet and crew with new livery and uniform and plans are in pipeline to start a freighter by the year end.

• The deal has given the airline a combined domestic market share of about 32% with Jet having a share of 25% and Air Sahara of 7%.

• Both airlines also fly to international destinations and their operations and re-structuring will be merged.

JET AIRWAYS-DESTINATIONS

Jet Airways is an airline based in Mumbai, India,operating domestic and international services. It operates over 330 daily flights to 50 destinations across the country and 6 overseas. Its main base is Chhatrapati Shivaji International Airport, Mumbai, with hubs at Indira Gandhi International Airport, Delhi, Anna International Airport, Chennai, Netaji Subhash Chandra Bose International Airport, Kolkata and Bangalore International Airport.

SERVICESSERVICES In-Flight services

To take the flying experience to great new heights,they have changed the cabin design, in-flight entertainment,menus and the livery now sports a bold new attitude and a fresh new look.

Come dinnertime, select from a tantalising menu specially created to suit every palate. Personalised five-course meal and one can choose what he/she wants and when one wants from the wide selection of world-class cuisine. Be spoilt for choice with two of the world’s finest champagne, or appreciate the extensive selection of fine award-winning wines.

• When it’s time to unwind, slip on your Bose noise cancelling headphones and enjoy the latest in-flight entertainment on your 23-inch flat screen TV. Of course, it’s all on demand so you control what you watch and when you watch it.

• The above services are currently offered only on the Mumbai-London-Mumbai and Delhi-London-Delhi routes, on our all-new Airbus 330-200 and Boeing 777-300ER routes. These services will be progressively introduced on other routes very soon. 

• As a Première passenger, you have the privilege of selecting your seat at the time of reservation, relaxing and enjoying complimentary snacks and beverages at our plush airport lounges at Delhi, Mumbai (Bombay), Chennai (Madras), Kolkata, Bangalore, Hyderabad and Jaipur.

Special ServicesSpecial services include Infant and child

care,Wheel chair Assistance,Expectant mothers,Unaccompanied minors and Medical Emergencies.

KINGFISHER AIRLINESKINGFISHER AIRLINES

VisionVision

The Kingfisher Airlines family will consistently deliver a safe, value-based and enjoyable travel experience to all our guests

INTRODUCTIONINTRODUCTION• Kingfisher Airlines is an airline based in

Bangalore, India. It is a major Indian luxury airline operating an extensive network to 34 destinations, with plans for regional and long-haul international services. Its main bases are Bangalore International Airport, Bangalore Chhatrapati Shivaji International Airport, Mumbai and Indira Gandhi International Airport, Delhi, with a hub at Sardar Vallabhbhai Patel International Airport, Ahmedabad. Kingfisher Airlines, through one of its holding companies UB holdings Ltd, has acquired 26% stake in the budget airline Air Deccan and has option to buy further of 20% stake from the secondary market.

HistoryHistory• The airline started operations on 9 May 2005,

following the lease of 4 Airbus A320 aircraft. As of July 2007, Kingfisher operates only on domestic routes, however it has announced plans to start flights to the USA with Airbus A380 aircraft. The airline is owned by the United Beverages Group under the leadership of Vijay Mallya (which also owns the popular Indian beer of the same name). The airline promises to suit the needs of air travellers and to provide reasonable air fares. Kingfisher Airlines' main "luxury" component is its In-Flight Entertainment System, a first among Indian airlines.

Facts about KingfisherFacts about Kingfisher• The airline was the first in India to initially, and to

continue, to operate with all new aircraft. • On 18 February 2005 Kingfisher Airlines signed a

contract with Airbus for three Airbus A319 aircraft, adding to the 10 Airbus A320 aircraft (plus twenty options) ordered in January 2005. The first of the A319s will be delivered in December 2005, complementing the A320s on routes to smaller cities in India.

• Kingfisher was also the first Indian airline to bring the latest super jumbo Airbus 380 to India. A 380 arrived on 6 may 2007 in New Delhi and in Mumbai on 8th May as part of Kingfisher's second anniversary celebrations

GROUND SERVICESGROUND SERVICES

• Your Personal Valet at the airport to assist you at every step of the way, from baggage handling to boarding  

• Exclusive lounges with your private space, accompanied with refreshments and music   

SERVICESSERVICES• In-flight entertainment to take-off with

Personalized video screens and headphones broadcasting 5 video channels of the trendy FUN TV and the exclusive Kingfisher Radio - 10 channels of chartbusting music from across the globe.

• Let's talk about your safety They have done everything possible to ensure it. With the most sophisticated communication, navigation and security systems - both in the air and on the ground. As well as with a highly trained and skilled team of pilots and cabin crew who operate in completely state-of-the-art paperless environments.

• Feeling comfortable, now? You will, with the seats we've got in store for you. Indulgently wide, plenty of legroom and adjustable headrests. Our superbly groomed flight attendants will ensure that you're well taken care of.

• Bon appetit A special selection of food and beverages is available on board with an individual Menu Card for every guest to enable you to choose from the finest on offer.

• Are you there yet? Your individual moving map on the personalized video screen will let you know. It will continually keep track of your aircraft's altitude and speed, as well as flight time remaining to keep you on top of things at all times.

• The little details The Kingfisher Class experience begins even before you step on board. When you book your ticket online in the comfort of your home or office. At spacious terminals with the personalized attention of our dedicated valets. At the convenient check-in counters. And the attention to detail continues when you step on-board. With swanky designer interiors, spacious overhead storage bins, a professional crew decked in designer uniforms and a host of other comforts and delights.

One of the most One of the most EXCLUSIVE BOUTIQUES EXCLUSIVE BOUTIQUES in the land IS NOT ON in the land IS NOT ON

LANDLAND Personal Care Home Care Travel Accessories Kingfisher Airlines Memorabilia

AWARDS AND ACHIEVEMENTSAWARDS AND ACHIEVEMENTS

"India's No. 1 Airline in customer satisfaction" - Business World

"Rated amongst India’s 25 Innovative Companies" - Survey conducted by Planman Media

Economic Times Avaya Award 2006 for Excellence in “Customer Responsiveness”-

The Good TimesThe Good Times

UB Group makes UB Group makes significant investment in significant investment in

Air DeccanAir Deccan• An initial investment of Rs.150 crores into

Deccan Aviation Ltd. had been made against which shares were allotted and further investments of Rs.396 crores were made before the end of June.

• Captain G.R. Gopinath will continue as Executive Chairman, a new CEO will be appointed reporting directly to the Board of Directors.

• Kingfisher Airlines and Air Deccan will, henceforth, work very closely together to exploit the significant synergies that exist in the areas of operations and maintenance, ground handling, vastly increased connectivity, feeder services, distribution penetration etc.

• The Kingfisher-Air Deccan group will be the largest domestic airline with a fleet of 71 aircraft including 41 Airbus aircraft and 30 ATR aircraft. This combined airline powerhouse will cover all segments of air travel from low fares to premium fares and offer the maximum number of 537 daily flights covering the single largest network in India connecting 69 cities whilst taking advantage of unparalled synergy benefits arising from a common fleet of aircraft.

• Dr. Vijay Mallya, Chairman of the UB Group stated "when I launched Kingfisher Airlines in 2005, I made a statement that I would build India's largest domestic carrier by 2010. With this strong financial and operational alliance between Kingfisher and Air Deccan, and our significant management participation, I have succeeded in creating an Airline Group with the largest domestic fleet, network and market share co-leadership in just over 2 years. This will be welcomed by the entire aviation industry as it's a very significant move towards much needed consolidation. The back-end operational synergies are enormous which will have a positive financial impact on both Air Deccan and Kingfisher and further improve the competitive position of the group in the fast growing aviation industry in India.”

Airline Preference

80%

20%

kingfisher

jet

Entry OF Low Cost Airlines

15%

50%

30%

2.50% 2.50%

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40%

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Increase in Advertisement

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Merger of both Airlines

25%

75%

yes

no

40% 40%

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Positive Negative Neutral

Association of KF with liquor

Series1

RecommendationsRecommendations• Both the airlines can think about lowering the

prices of their tickets even though their target market is the elite class.

• Can spend more on advertisements.• Can rope in celebrities for endorsement.• Can better on their services by providing games

like Xbox,Playstation etc for kids.• Can introduce schemes like free tickets.• Make the sitting more spacious.