Issue 6: February - April 2007

Ensuring travelers enjoy the `Good Times’

with Kingfisher Airlines

Interview with Girish Shah, (former) head - marketing,

Kingfisher Airlines Limited

By Airline Information Correspondent

Over the years, the brand Kingfisher has become synonymous with `Good Times’ in India. So when United Breweries Holding Limited forayed into the aviation sector through its subsidiary Kingfisher Airlines in May 2005, the conglomerate aptly leveraged the youthful and vibrant image of its beer brand and offered the `Fly The Good Times’ proposition to travelers. Such coherent positioning also enabled Kingfisher Airlines to differentiate itself in a market, which has seen a spate of low cost carrier launches in the last year and a half.

Termed as the “first full frills - true value carrier”, Kingfisher Airlines was the first carrier to introduce first-class premium cabins onboard its flights. It started with just four flights daily and now, it offers 108 flights daily connecting 17 key Indian destinations and has won several prestigious awards.

“Aviation in India is booming and with the entry of several new players in the market competition has stiffened. In such a scenario it is imperative for any airline to build its brand and have a focused marketing strategy in place,” says Girish Shah, head - marketing, Kingfisher Airlines Limited. Evaluating the airline’s performance as a brand, Shah says Kingfisher Airlines in the past year and a half of its operations has redefined the way the Indian air traveler perceives flying. “Kingfisher Airlines is not merely into the business of transporting people from point A to point B. We have created a new category of Aviation hospitality thus making service and hospitality our main focus. The results are for everyone to see. This clear positioning has compelled others in the business to follow suit,” he says.

Shah acknowledged that it was a great challenge to create this new positioning.

“We have through our very well laid out marketing strategy successfully accomplished (such positioning). Today, the air traveler not only wants to commute faster but also be entertained,” he says. Recently, the airline introduced two initiatives to enhance guest convenience. First of these is the introduction of the Roving Agent at the airport. Rather than waiting at the check-in counter to collect their boarding pass, travelers can directly approach the security check-in counters. Deployed outside the security check-in area will be airline’s Roving Agent, who will reach out to guests and check them in using a mobile digital device and printer.

Also launched is the facility of web check-in, allowing travelers to print their boarding passes via www.flykingfisher.com.

Shah says, “The Roving Agent is like a check-in counter on the move. You no longer need to go to the check-in counter; we have ensured that the check-in counter comes to you. So you will be serviced on priority if you are a guest with only hand baggage. At Kingfisher Airlines we constantly innovate when it comes to providing added convenience to our guests. And when we say we want them to enjoy the Good Times with us, we do everything possible to ensure that.”

For Shah, having been in the business of building large national brands all his professional life, the decision to join Kingfisher Airlines was a natural next step.

In an interview with Airline Information’s Ritesh Gupta ahead of Airline Information’s eConference 2006, scheduled to take place in Muscat on November 8 and 9, Shah provided insight into airline’s core target audience and its profile, prevalent consumer decision-making trends, balancing offline and online marketing and other topics. Excerpts:

Ritesh Gupta: As a supplier, what major trends have you witnessed in the manner consumers in India buy travel especially air ticket?

Girish Shah: Today’s air traveler is like any other consumer looking for value for money. Disposable incomes are on the rise and the consumer is willing to spend more for quality and brands. Air travel is no more about transporting passengers. It is more about the flying experience.

Look at all international airlines and you will notice that no one is selling an air ticket any more, they are selling an experience - that of luxury, comfort, enjoyment, relaxation. At Kingfisher Airlines we follow the same and we do not believe that we are into the business of transportation, we are in the Aviation Hospitality Space and believe in offering our guests that ultimate experience 30,000 feet in the skies.

The fact that our average loads are over 70 percent at any given time, I think we have touched the consumer pulse. Our guests keep coming back for more of the `Good Times’ onboard Kingfisher Airlines.

Ritesh Gupta: How would you describe your target audience? How do you assess the current positioning of Kingfisher Airlines (can you cite some examples of successful marketing initiatives)?

Girish Shah: Kingfisher Airlines has a clearly defined target audience- SEC A, SEC B+ (socio-economic class) in the age group of 25-45 years of age. This segment has traveled extensively and is aware of international travel trends. They are modern, trendy and upwardly mobile looking for a great flying experience.

Kingfisher Airlines offers brand new aircraft, designer interiors, gourmet cuisine and in flight-entertainment (there are five channels of FUN TV and 10 channels of Kingfisher Radio, which are personalized).

We were the first and only airline in the country to offer this facility on the domestic circuit. We offer personalized valet service at all airports to assist our guests through the check-in procedure. All this at no extra cost. Our guests definitely saw tremendous value in flying the Good Times with Kingfisher Airlines.

Ritesh Gupta: Companies are going about brand activation at multiple consumer touch-points. How are you balancing your offline and online marketing initiatives? What do you think is the key to achieving maximum ROI in today’s environment?

Girish Shah: Kingfisher Airlines has a very well rounded marketing strategy in place. We apply a 360-degree approach towards marketing. We communicate with guests at multiple touch points. The idea is to create brand recall and get the message across effectively. Given this we use all media of communication be it television, print, radio, outdoor, malls, multiplexes, clubs, pubs, in-flight etc. Our guests are constantly informed of our new offers.

Ritesh Gupta: In relatively mature markets, there have been references to flight being a commodity now. With so many LCCs getting launched in India, how do you see the situation from Kingfisher Airlines’ perspective?

Girish Shah: With the heightened competition in the Indian skies there is bound to be a blood bath. A sound business model is imperative for any airline to survive.

Kingfisher Airlines operates in the full service true value category and in that sense is not targeting the same consumer as the LCCs. Given that there is little reason for us to worry as in our category we offer the best service and have become the most preferred and favorite of our target audience.

Kingfisher Airlines won the Skywars Most Preferred Airlines Survey conducted by IMB across categories of consumers as well as the CAPA and Skytrax awards. We have big plans and so far we have been on track. Our vision is to be the largest private airline in India by 2010.

Ritesh Gupta: There are so many promotions, which Kingfisher comes up with on regular basis. How are you trying to leverage tools such as CRM, DM and interactive/online applications to build loyalty? How tough is it in the current environment to build connect with consumers?

Girish Shah: With our 360-approach we find it pretty easy to connect with our consumers both in-flight and on-ground. Our loyalty program/frequent flyer program better known as the King Club uses DM and CRM to keep all our King Club members constantly updated on the ongoing and upcoming offers apart from the day to day developments at Kingfisher Airlines.

We have over 100,000 members in our program and offer specialized offers to specific profiles among them depending on their interests. In the past, we have offered tickets to theatre screenings, fashion shows, sports screenings etc.

Ritesh Gupta: How successful has been your Partners Program, a forum where like-minded brands to Kingfisher Airlines can come on the same platform and achieve respective marketing objectives? Can you cite some examples?

Girish Shah: Our Partners Program has been very successful. We have tied up with the best of brands across industries. Tata Tetley, Pepsi, Microsoft, Inox, Kenzo , IFB, Taj, Park Hotels and Oxford book stores have been some of our partners.

Senior Publication Staff:

Frank Socha - Chief Technical Advisor/Editor

Roger Williams - Creative Director/Associate Editor

Ritesh Gupta - Senior Correspondent

Christopher Staab - Business Development & Advertising

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