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Kingfisher Airlines: Building a brand by delighting guests in air

Kingfisher Airlines: Building a brand by delighting guests in air

Author | Pritie S Jadhav | Wednesday, Mar 08,2006 8:19 AM

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Kingfisher Airlines: Building a brand by delighting guests in air

Vijay Mallya sure knows how to do things in style. It is just 10 months since he launched Kingfisher Airlines last year, but the airline has already cornered a 7 per cent market share in this short span. It has won quite a few accolades, including the prestigious “Best New Airline of the Year” Award in the Asia Pacific/Middle East region from the Centre for Asia Pacific Aviation (CAPA).

In addition, Kingfisher Airlines has won the “Service Excellence for a New Airline” Award from Skytrax, a UK-based specialist global air transport advisor. It has also been ranked as the third Most Successful Brand Launch of 2005, under the Brand Derby Survey conducted by Business Standard. And Yahoo.com has selected it among the top 10 online advertisers.

Sharing the ambitious plans of the airline, Girish Shah, Head-Marketing, Kingfisher Airlines, said, “We are very clear as to what we want to achieve – to be the largest private airline by 2010. If you go back to the time before Kingfisher Airlines was launched, the aviation industry was used to a certain level of service and output. But once we came on the scene, our aggressive pricing strategy and innovative offers woke everyone up. While Kingfisher Airlines continued to build the brand, others resorted to reducing their prices.”

Kingfisher Airlines is also set to redefine marketing in the domestic airlines industry. It has launched a new promotional campaign aimed at “delighting guests” who fly Kingfisher Airlines. Beginning March 1 to March 13, 2006, one lucky winner will be chosen across flights operated by Kingfisher. The winner will be chosen on a random basis in-flight through a lucky draw to determine the lucky seat or ‘hot seat’ of the day. The person sitting in the ‘hot seat’ will get a personal copy of the coveted Kingfisher Swimsuit Special Australia 2006 calendar.

Apart from creating a unique in-flight entertainment system, Kingfisher Airlines has also launched the Partners Programme, a forum where like-minded brands can come on the same platform and achieve respective marketing objectives.

The next target is the frequent-flyer programme and CRM activities. “We have already initiated a loyalty programme, called King Credit Card, and already have 10,000 members onboard. We are also looking at partnering alliances with premium hotels,” Shah informed.

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