Kingfisher Airlines - The 'Funliner' Experience
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
KFA also had plans to operate on international routes. However, the increasing popularity of low cost airlines like Air Deccan, launch of new low cost carriers like SpiceJet and GoAir, and Jet Airways' acquisition of Air Sahara, further intensified the competition in the Indian aviation sector. In an effort to make KFA profitable at the earliest, KFA modified its 'single class' approach and began to offer an upgraded business class service- 'Kingfisher First'.
» Understand the marketing and branding strategies adopted by Kingfisher Airlines.
Kingfisher Airlines, United Breweries (UB Group), Vijay Mallya, Services Marketing, Brand Positioning, Brand Extension, Budget Carrier / Value Carrier, JetBlue Airways, In-flight Entertainment System, Airbus A320 and A380, Jet Airways, Low Cost Carrier (LCC), Air Deccan, Indian Aviation Industry, Kingfisher Beer
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