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Of why Kingfisher Airlines failed ..
Of why public sector banks are more guilty ..
Of why the ministry of civil aviation is more guilty ..
 
 

Lessons from Kingfisher Airlines

for; Government, Companies across sectors, Political Parties & Management Students

 
 

Of why Kingfisher Airlines failed ..

 

Excerpt from the 'Branding Logic' article;

'Kingfisher - a popular beer brand in India, nothing else' - 7 February 2013

 

" the management that flew KFA with very apparent flawed decisions, did so; quite consistently, continuously and for a pretty long time, a feat, I believe, is indeed tough for even a good set of green horn management graduates to accomplish."

 
 

"As an enterprise, KFA is stuck with large lumps of wasted debts that can sink even a rich business house. Foreign companies are a bit too wiser to buy the debts in the drain in spite of the cheaper rupee."

 
 

"... KFA is a typical case of a brand disowning a business because it is not run in ways that befits its character. And, KFA will remain a classic example for a long time in the academic thinking about flawed branding."

 
 

Excerpt from the 'Branding Logic' article;

'Mating Kingfisher' published in 'Business World' - 31 December 2007

 

"Branding, misconceptions apart, is widely known to help long-term sales and profitability. But it is not as well known that inept branding decisions can misguide strategies and operations with long-term negative impact."

 
 

"UB group apparently has bypassed quite a few primary questions. I guess, the de-branding is the result of near-focus contemplations on certain business issues such as; permit to fly kingfisher airlines abroad, quick take competition strategies and about scaling-up."

 
 

"Solutions to business problems can surely come from hearing out the brand commands but seeking it by changing the fundamentals of the brand beyond its intrinsic scope can only render the business without the prime source of long-term direction thereby cutting its chances in the market rather drastically."

 
 

"Kingfisher ventured-in with the low-cost intent, started off with just the kingfisher class, added first (class) and now flies a low-cost carrier too. The contradictions in the fundamentals have flowed down in the methods, strategies and even in the advertisements for Kingfisher Airlines."

 
 

Excerpt from the 'Branding Logic' article;

'Kingfisher Airlines Cropping Feathers?' published in 'Business World' - 15 August 2005

 

"From branding perspectives, I feel the group has put both the brand and the business at stake in its re-take on the business. No doubts, airlines biz fits Kingfisher fine. The mistake is in fitting the business with the brand."

 
 

"It is a case of gross mismatch. Low fare or even value proposition defames the brand and the brand by its characteristics can only trouble the finances of the business."

 
 

"The critical branding question is: when a powerful brand is extended, should the brand drive the business or the business the brand? As I see it, the bird which is already uncomfortable, would deliver only on its terms. It has already forced Kingfisher Airlines to shift from low fare to value pricing. The conflict would continue. The result is predictable. Eventually, the bird would drive the business in its unique style - - for good. Or the business would strive to survive profitably - - hurting the bird also in the process."

 
 

"Kingfisher has wrongly sighted this third obscure median segment surprisingly missing the one that fits it pretty well. In all possibilities, KAL would find the segment consumed by both regular and low fare carriers working on prices and products. Understandably, the proclaimed parallel hypothesis appears to have done KAL to the slot. The market in India, by size and maturity is too green for the US Jet Blue model to work."

 
 

"With its not-here-not-there strategy it is right in the thick of it, having to fight flights on either side of the price. It is already away from the segment that suits. And the class it is chasing with value pricing would possibly shy away from it. I believe, KAL needs to recast its strategies all over once to make a profitable sense of this extension."

 
 

"... On an extension, the task is loaded with twin responsibilities. One, to effectively derive power of image and substance from the brand, and two, to ensure that the new business would gradually contribute to the equity of the brand extended - - or at least sustain it unblemished. Mutual transferability of values progressively is the essence of brand extension. Lack of meaningful fit can only peel precious equity off the brand."

 
 

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Of why Kingfisher Airlines failed ..
Of why public sector banks are more guilty ..
Of why the ministry of civil aviation is more guilty ..
 
 

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