Slide 1: As A Brand KINGFISHER- BRAND: KINGFISHER- BRAND Kingfisher stands for excitement, youth and camaraderie. Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeros on its target with unfaltering focus. All its colors represents energy, youthfulness, enthusiasm, freedom with a touch of formality and discipline . The C.B.B.E. Pyramid: Brand Salience Performance Imagery Judgment Feelings Resonance The C.B.B.E. Pyramid Slide 4: Alcoholic Beverage Wine Beer Other Spirits Full Strength Low No Variety Brewing Method Dry Ice Draft Lager Ale Slide 5: Beer Airlines Fashion Collection Sports Calendar King Club – 5star Hotels BRANDS BRAND REPOSITIONING : BRAND REPOSITIONING ANSOFF MATRIX: ANSOFF MATRIX KINGFISHER BEER: KINGFISHER BEER PRODUCT LINE: PRODUCT LINE Kingfisher Premium beer Kingfisher Strong beer Kingfisher Draught beer Kingfisher Blue beer Kingfisher ultra mild Slide 10: Sab Miller Royal Challenger Haywards Fosters KINGFISHER BEER - COMPETITORS KINGFISHER AIRLINES : KINGFISHER AIRLINES ABOUT KINGFISHER AIRLINES:
ABOUT KINGFISHER AIRLINES Kingfisher Airlines Limited is a major Indian airline based in Mumbai. Kingfisher Airlines, through one of its holding companies United Breweries Group, has a 50 percent stake in low cost carrier Kingfisher Red . In May 2009, Kingfisher Airlines carried more than a million passengers, giving it the highest market share among airlines in India . Kingfisher airlines market share as on 15 th march 2010 is 22.27 %. It is India’s leading
after Jet Airways.
PRODUCT LIFE CYCLE: PRODUCT LIFE CYCLE KINGFISHER AIRLINES Slide 14: EMIRATES JET KINGFISHER DECCAN SPICE Quality Of Service(HIGH) Quality Of Service(LOW) PRICE(HIGH) PRICE(LOW) PERCEPTUAL MAPPING FRONTAL ATTACK : FRONTAL ATTACK KINGFISHER MINERAL WATER: KINGFISHER MINERAL WATER PLC: PLC KINGFISHER MINERAL WATER POP,FOR,POD,CANNABALIZATION,KCI: POP,FOR,POD,CANNABALIZATION,KCI POINT OF PARITY : POINT OF PARITY Kingfisher Mineral water Should be pure Should not be adulterated Kingfisher Liquor Should contain certain % of alcohol Kingfisher Airlines Should reduce your travel time Travel should be comfortable FRAME OF REFERENCE (FOR) : FRAME OF REFERENCE (FOR) Kingfisher Mineral Water Bisleri, Aquafina, Kinley, Evian Kingfisher Liquor Fosters, Carlsberg, Hayward's, Budweiser Kingfisher Airlines Jet Airways, Indian Airlines, Air India, Emirates, Lufthansa POINT OF DIFFERENTIATION : POINT OF DIFFERENTIATION Kingfisher Airlines First Class services on domestic routes 1 st and only airline in India to provide inflight entertainment on every seat Kingfisher Liquor Variants Offered Kingfisher Mineral Water The Himalayan Aspect CANNIBALIZATION : CANNIBALIZATION Lets take an example of Whiskey , - Royal Challenge - Royal Stag KEY CONSUMER INSIGHT : KEY CONSUMER INSIGHT Kingfisher Airlines Consumers wanted an airline which provided them with a 5 star flying experience and on time performance UNDERSTANDING CUSTOMER NEEDS: UNDERSTANDING CUSTOMER NEEDS BRANDING INITIATIVES: BRANDING INITIATIVES Co-branding initiatives with American Express Corporate card, Airtel, Goa tourism, Malaysia Tourism. Launched aggressive advertising Marketed itself with NDTV Good Times Signup for the new brand ambassador PROMOTIONAL STRATEGIES -GO KING GO!!!!!!!!!!!: PROMOTIONAL STRATEGIES -GO KING GO!!!!!!!!!!! Kingfisher has adopted a 360 degree approach Along with in-flight Entertainment system, Kingfisher is coming up with path-breaking Partners Program. Brand activation at multiple consumer touch-points like multiplexes, malls, restaurants, pubs, events etc. BRANDING STRATEGIES (CONTD): BRANDING STRATEGIES (CONTD) Kingfisher Airlines has launched the ‘King Credit Card’, a co-branded credit card with India’s leading bank, ICICI Bank Collaboration with watch companies to provide exclusive watch collections in the airplanes Investing in sports & entertainment for its promotion (Derby, F1 Race, DLF IPL) Kingfisherworld.com RECOMMENDATIONS:: RECOMMENDATIONS: