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SOME FUTURE STRATEGIES FOR KFA

Ansoff's Marketing Mix Model

Market Penetration Strategy (1st Quarter)

• Encouraging existing Customer to buy more Showing benefits for using more (associating freebies/extra service/membership with primary offering).

• Try to look for foreign entrant's weakness (Virgin Atlantic is lacking in Indian values & tastes).

Product Development (2nd Quarter)

• Seek additional distribution channels (More tie ups & collaboration: Try seeking collaboration with international carriers, Bilateral discussions over seats and code-sharing between the carriers).

• New product development.

Market Development Strategy (3rd Quarter)

• Try to find out new customer group (Old-retired persons).

• Special offering for first time fliers.

Diversification (4th Quarter)

• May go for other services like international flights etc. (concentric diversification).

• May go for arrangement fashion shows (horizontal diversification).

• May go for other things, which can lure the youth.

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* Contributed by -
Manasi Panigrahi,
Pursuing MBA, Batch of 2006,
ICFAI Business School, Hyderabad.