Public Relation IN

AIRLINES
Kingfisher airlines

Group Members: ROLL NO:

1. Ushakiran Bastikar 02
2. Swapnil Chavan 04
3. Chetna Satam 28
4. Khalid Shaikh 33
5. Sakshi Tiwari 48
 Introduction

Kingfisher Airlines is India s first and only private

airline to commence operations with a brand new fleet of
aircraft. Kingfisher Airlines is a famous and fast growing
airline based in Bangalore. It is owned by the United
Beverages Group under the leadership of Vijay Mallya. It is a
major Indian luxury airline operating an extensive network to
over 30 destinations. Kingfisher is one of 6 airlines in the
world to have a 5 star rating from Skytrax, along with Asiana
Airlines, Malaysia Airlines. Kingfisher operates more than
375 daily flights to 71 destinations, with regional and long-
haul international services. In May 2009, Kingfisher Airlines
carried more than a million passengers, giving it the highest
market share among airlines in India. Kingfisher Airlines is
also the sponsor of F1 racing outfit, Force India, in which
Vijay Mallya also owns.
 Kingfisher Logo
Kingfisher Airlines is easily identified by its
official logo (image of a flying Kingfisher Bird with red, blue
and green as background colors). It was known popularly as
the common man's airline, with is logo showing two palms
joined together to signify a bird flying. The tagline of the
airline is Fly the good times
Public Relation in
Kingfisher:

Hierarchy of PR in
Kingfisher:

Executive
VP
Assistance
VP
Senior
Manager
Manager

Senior Executive

Executive

Management
Trainers
Objectives of the PR
Department
To create, maintain, and protect the organization's
reputation, enhance its prestige, and present a favorable
image.

To create good will for the organization.

Involves such functions as employee relations,

stockholder and investor relations, media relations, and
community relations.

To educate certain audiences about many things relevant

to the organization.

The fundamental, irreplaceable element of every business

is people.

The PR department has to deal with various kinds

of people. The main aim of PR department is to create a
relation and maintain it.
 Internal Public of
Kingfisher:

Internal public may be defined as, Sharing of common

interest, with the individuals or departments of an
organization relating to internal matters. It is a communication
system for the exchange of facts, ideas, opinions, with the
employees of the organization. It is the responsibility of
public relations manager to provide and develop effective
internal public relations

Kingfishers internal public

include:
Employees

Board of Directors Board of Directors.

 External Public

The public who buys the products or services of

the company is called external public. The composition of
external public may differ from organization to organization.
This category includes dealers, brokers, investors, suppliers,
customers etc.

Kingfishers external public

include
Customers

Investors

Bankers

Government

Suppliers
Internal tools of PR

1. House Magazine:
House Journal named Pegusas and is issued on
quarterly basis.
Common for all the companies that come under the
UB Group.
There is no separate magazine for international
branches. Separate sections for spirits, beer, airlines
etc.
There is an editorial page in it. There is an editorial
page in.

2. Emails.

3. Bulletin Boards.
 External PR tools
1. Print Media:
Newspapers:

Hoardings & Sign boards on roads, highways and

National highways.

2. Electronic Media:
Internet/World Wide Web:

They own a website www.flykingfisher.com

Television: Advertisements are aired to keep people

aware of the happenings.

3. Radio
4. Press releases:

5. Annual General Meetings

6. Press Conference

7. Prospects, booklets and

broachers are distributed to
everyone who visits the
organization.
 PR CONSULTATION IN
KINGFISHER AIRLINES

KINGFISHER AIRLINE is moving more

actively into the role of consultant today. They are doing
away with the travel agents & designing & selling packaged
tours to consumers directly. In this aspect they often act as
consultants to the customer, by giving him advice &
suggestions regarding the type of plan he can choose, the
benefits he will get the mode of travel he should choose etc.

Another aspect to consultation is when the

customer approaches the airline regarding traveling to
particular destination, they gives him a variety of choices of
routes that he can take. In some cases also design special
menus & benefits in consultation with its frequent fliers by
keeping in constant touch with them & asking them for
suggestion as to what they want in their airline.
 ADVERTISEMENTS AND
PROMOTIONS IN
KINGFISHER AIRLINES
Kingfisher Airlines has redefined the way the
airline category is marketed and promoted. All marketing
initiatives and promotions have been conceived to deliver
superior value and to delight guests who chose to fly with
Kingfisher Airlines.

1. Advertisements:

Vijay Mallya's Kingfisher Airlines adopts an innovative

marketing strategy to snatch attention of public.
Kingfisher Airlines has roped in model and Bollywood
debutante Deepika Padukone as its brand ambassador.
Kingfisher Airlines being a premium airline adopts a
premium pricing strategy Kingfisher Red its low fare arm
adopts a low fare pricing.
2. Promotions:

Hoardings/ Press Release

Kingfisher Airlines sponsors Mumbai ATP Open

KF First sponsors M TV Style Awards 06

Kingfisher kicks off Rs 1 billion campaign (On

Launch of its international flight to London)
Formula 1 team (Force India) IPL team (Royal
Challengers) Red Pouch

The color RED King Club frequent flier

programmes.

Vijay Mallya himself is a brand ambassador for all

his brands including Kingfisher Airlines
 The USP of
Kingfisher Airlines
USP means Unique Selling Price.

USP of Kingfisher Airlines makes no difference between

Business & Economy class.

It provides provision of an In-Flight Entertainment

System.

It offers low cost fairs, all frills.

Kingfisher Airlines carry Defibrillator in their domestic

and international flights. Defibrillator are devices which
administer electric shocks of low voltage to the heart to
restore its normal rhythm
 SERVICES PROVIDED BY
KINGFISHER AIRLINES

Name of Kingfisher Airlines:

First kingfisher airlines got the name Air Deccan,

and then it simply changed in to Deccan and then to
Kingfisher Red. In the Kingfisher airlines the kingfisher red
provides the low cost fares in the domestic routes
The kingfisher first seats are availing 48 inch seat pitch and a
125 degree seat recline, accompanied by mobile phone and
laptop chargers, IFE ( In-Flight Entertainment) system
offering some new Hollywood and Bollywood movies and
FM, passengers can also access their headphones . Access to
the latest magazines and newspapers are also available on
board, steam ironing service is also provided on board
Kingfisher First cabins.
 Cabin classes:
Airbus A320 family aircraft only provides the
Domestic Kingfisher First class facility. Domestic kingfisher
class facilitates 32-34 inch seat pitch with footrests. Every
seat are accompanied by the personal IFE system with full of
Hollywood and Bollywood movies and Kingfisher Radio.
Domestic flight also provides economy class meal. ATR 72-
500s domestic flight also has 17 color LCD drop-down
screens with loudspeakers for audio facility in the cabin
overhead. A crew control panel and accessing of CDs and
DVDs are also available.

Facilities:
In flights passengers are provided with the bottled
water and the latest communicative magazine of Cine Blitz
which is the only reading material provided on-board.
 Kingfisher first:
The international kingfisher first provides flat-bed
seats with a 180 degree recline, including seat pitch of 78
inches and width of 20-24.54 inches. Passengers are given
comfort with Merino wool blankets, a toiletry kit, and
pajamas, and additionally a hard core meal as well as
alcoholic beverages. A 17 widescreen personal television
with AVOD (Audio Video On Demand) touch screen controls
has been installed in kingfisher first. This installation provides
the passengers a live TV and FM with a bunch of Hollywood
and Bollywood movies. A Bose headphone is also provided
with noise cancellation is also provided to the passengers. A
comfort is also given to the passengers by providing pillows
and often the airhostess makes the bed for the passengers in
the kingfisher first. A well equipped chef and a neat dining
facility is also available in it. The seats are also provided with
massagers and USB connectors.
 KINGFISHER AIRLINES TO
MERGE WITH AIR DECCAN

The boards of Deccan Aviation and Kingfisher

Airlines on Wednesday unanimously decided to merge
Kingfisher Airlines with Deccan Aviation. The merger will
create the largest player in the domestic aviation market and
pave the way for Vijay Mallya to fly his Kingfisher Airlines
to overseas destinations. Deccan Aviation will subsequently
be renamed Kingfisher Airlines. Both the airlines are in the
red. While Deccan Aviation reported a loss of Rs 419 crores
for the year ended June 30, 2007, Kingfisher Airlines had a
loss of Rs 577 crores on its books for the year ended March
31, 2007. The new firm will operate two separate brands
Deccan and Kingfisher and will retain their identities of
being a low-cost carrier and a full-service airline, respectively.
This process of merger has been a result of Kingfisher
Airlines recently acquiring 46 per cent in Deccan Aviation
through a two step process. It is understood that Deccan will
fly to SAARC and West Asian countries, while, Kingfisher's
target will be to touch down at San Francisco and New York
from Bangalore.
HOW KINGFISHER AIRLINES
handles COsTUMeRS
complaints effectively
The frontline employee handling complaints should stay
calm under any circumstances.

Let the customer get the story off their chest do not
interrupt.

Avoid admitting any liability at this stage.

Get facts by using question and try to find out the real
and whole story behind it.

Just identify appropriate action considering companys

policy and customers expectation.

Take action if you have authority or involve manager

or concerned person.

If corrective action cannot be taken immediately, tell the

customer.

Record the action to be taken and inform anyone else in

the organization involved.

Look into the matter, provide a proper follow-up.

 Conclusion

This is basically how PR at Kingfisher functions.

Not only were we edified about the PR tools and strategies

that we studied but we also got a very practical and clear idea
on how they function in the corporate world.

And now we feel equipped with theoretical as well as

practical knowledge on the working of a PR department.
 ACKNOWLEDGEMENT
We are very thankful to everyone who all supported us, for we
have completed my project effectively and moreover on time.
We are equally grateful to my teacher Mrs. Geetha Narayan.
She gave us moral support and guided us in different matters
regarding the topic. She had been very kind and patient while
suggesting us the outlines of this project and correcting our
doubts. We thank her for her overall support.
Last but not the least, we would like to thank our parents who
helped us a lot in gathering different information, collecting
data and guiding us from time to time in making this project
despite of their busy schedules ,they gave us different ideas in
making this project unique.