STP Analysis Segmentation: Geographic Segmentation Secondary Hubs- Mumbai, Delhi & Kolkatta.

. Focus Cities- Cochin, Pune, Ahmedabad, Hydrabad, Indore, Jaipur & many more. International Destinations- London, Colombo, Dubai, Singapore, Bangkok, Dhaka, Hog Kong, Kuala Lumpur & Maldives. Demographic Segmentation Gender- both Male & Female Social Classes- Age group from 25 to 45 years. Income Level- Higher and Higher-Middle Income group. They are modern, trendy and upwardly mobile looking for a great flying experience Targeting: Kingfisher First Class- company executives Kingfisher Class- Middle, Upper-Middle, Lower-Upper segment. Positioning: Lifestyle Funliners Experience, Designer Interiors Benefits last time booking facilities, refund in case of cancellation, In-flight Entertainments and many more Quality World class service provider, comfortable seats, etc Kingfisher Airlines is not merely into the business of transporting people from point A to point B.KFA has created a new category of Aviation hospitality thus making service and hospitality their main focus.

Segmentation Market segmentation is the division of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. It is considered to be the best strategy for targeting the markets. SEGMENTATION VARIABLES Basis of segmentation Income Purpose of travel Location Loyalty Segmentation Demographic Physiographic Geographical Behavioural

TARGETING Kingfisher Airlines in the Aviation industry to study its Segmentation, Targeting and Positioning strategies. Seeing the above characteristics, we can infer that airlines like Kingfisher target the Elite Fliers. There are certain specific characteristics observed in this segment: Airlines like Kingfisher targets young married professionals (age group 20-35) with small kids and with income levels more than Rs 7 lakhs per annum; who generally commute between Tier 1 and Tier 2 cities ; travel for business and leisure ; frequent fliers ; enjoy the luxuries of life and have a bent towards flamboyancy. These fliers are generally observed to be hard core loyals. POSITIONING Positioning is the aggregate perception the customer has of a particular company, product or service in relation to their perceptions of the competitors in the same category. Positioning in the truest sense indicates what people perceive of a product or a company. Its the brand image that people have about the company. From the above table, we can see that Kingfisher has a very distinct style of positioning itself in the minds of the consumers. Rather than promoting their brand as fast service provider or reliable etc, they

have taken a different tangent by saying that flying with Kingfisher is an experience in itself. Taglines like FLY THE GOOD TIMES makes a passenger feel that Kingfisher is not just about flying from a place to another but its much more. The company is not just selling tickets per say but also selling Experience.