Kingfisher Red to become full service, low cost carrier

A fortnight after the announcement of Kingfisher Airlines new budget class of service, Kingfisher Red, it plans to position it between a full service and low cost carrier.
Trust Vijay Mallya to fly against the tide. This was inspite of the fact that August passenger data indicated that Deccan, now Kingfisher Red, has been overtaken by Indigo after five years of being the No.1 low cost carrier. But while most airlines are looking to cut costs Kingfisher Red plans to upgrade its service. The company feels that currently there isn’t any loyalty among passengers as fares are the only criteria to fly a particular budget airline. Kingfisher Red now hopes to create a hook for these flyers.
Vikram Malhotra, General Manager - Marketing, Kingfisher Airlines, said, “We will prove that even at low fares how you can offer superior quality of service, enhance the food and beverage experience, and how the cabin can become more entertaining, while retaining the low competitive fare.”
So from August, Kingfisher Red has been offering its passengers the option of buying hot food in addition to the existing samosas and sandwiches. Sources say it's even evaluating the option of serving food for free. The airline also plans to put comics in-flight as reading material. But Red wants to do away with in-flight retail, something that doesn’t earn the airline much money. Industry watchers however feel upgrading Kinfgisher Red may not be as viable.
17/09/08 Shivani Muthanna/CNBC-TV18/Moneycontrol.com

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Categories: Kingfisher Red Sep 2008