The paper "International Trends in Marketing Management" is a wonderful example of a Marketing Case Study. Kingfisher Airlines is the largest airline in India. It is based in UB City, Bangalore, with its head office being in Andheri, Mumbai. Its parent company is United Breweries Group and which has a stake of 50 percent in the other low-cost carrier, Kingfisher Red, which was formerly known as Air Deccan. It was established in 2003 but it started its commercial operations on May 9, 2005, after the dry lease of four new A320-200 Airbus aircraft.
According to Dr. Mallya, the ambition of Kingfisher Airlines was to make the airline the largest private airline in India in both market share and capacity by the year 2010. Kingfisher Airlines has fully redefined the manner in which Indian air travelers perceive flying. The airline has positioned itself as part of Aviation Hospitality. It has achieved this by mainly focusing on service and quality. Kingfisher Airlines offers services by ferrying both cargo and people to a network of over 77 destinations by operating over 400 flights a day.
It also has regional and long haul international services. Kingfisher Airlines is also one of the six airlines in the world that have a five-star rating. The 5-Star status identifies an airline with the highest standards across quality assessment categories as well as the one that very high standards of services in airport and onboard environments. The following are the main bases of Kingfisher Airlines; Bengaluru International Airport In Bangalore Chhatrapati Shivaji International Airport in Mumbai Rajiv Gandhi International Airport in Hyderabad Indra Gandhi International Airport 9in Delhi The first flight ferried passengers from Mumbai to Delhi. Kingfisher Airlines began its international operations on September 3, 2008, where it connected Bengaluru with London (Ministry of Tourism, 2012, p.
20). In the month of May 2009, Kingfisher Airlines was given the largest market share among the other Indian airlines after successfully carrying more than one million passengers. Kingfisher Airline serves up to 25 domestic destinations within India as of April 10, 2012. However, the airline suspended all its international operations as from April 10 2012. The final international flight was between Delhi and London. All the international routes are now operated using the A320 Airbus family, ATR 42s and the ATR 72 aircraft.
In September 2008, Kingfisher Airlines launched its first long haul destination. This was to London, United Kingdom. After deliveries of new aircraft, the airline plan to initiate other long haul flights to other cities in continents such as Africa, Europe, Asia, Oceania, and North America. ANALYSIS The 7P’ s of service marketing This section will introduce and explain the 7P’ s of service delivery before critically analyzing them in accordance with Kingfisher Airlines. According to Moorthi, (2002), the following are the 7P’ s of service marketing (p.
259). Product This refers to the company’ s core offering. It is the product or service that fulfills the customer’ s needs. Services are heterogeneous, intangible and perishable. Their production and consumption are also inseparable. Price This is the sum of money that the customers are prepared to pay for the product. Process The service delivery process assumes crucial importance as it ensures that the customers are repeatedly delivered with services of the same quality.
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