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Who will be the Targeted Customers?

• The existing customer base of UB group.

• There may be first time fliers.

• The people who are currently traveling by the train may switch to air travel (mainly the affluent class who are just above the middle class & below the upper class but have money to spend but usually don't get proper variants to spend).

• Employees/CEOs.

Differentiators

• Costs lower than economy class travel on full service airlines.

• Marginally more than the "bus services" type low cost competition.

• Lowest per seat mile cost in India by virtue of a combination of leased and purchased aircraft.

• Maximum capacity utilization with the lowest turnaround times.

• Maintains low operating overheads by maximizing outsourcing of ground handling with emphasis on quality of service and competitiveness.

• Extensive use of IT to lower costs and allow for constant dynamic models on pricing, aircraft utilization and route planning.

• Fares will be 25% cheaper than those offered by Jet and Indian Airlines.

• Coined the term "Value carrier": that means they are not Like Air Deccan & will offer some frills.

• Kingfisher is likely to become the first Indian carrier to operate the double-decker A-380 aircraft (to be launched shortly by Airbus).

• It is the first private carrier in India to be equipped with ACCARS (Airborne Communications Addressing and Reporting System).

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