Good times on top of the world

IIPM BEST B-SCHOOL
Good times, it seems, are never going to stop, even if you are on the top of the world. Vijay Mallya’s UB Group’s Kingfisher Airlines – that promised to change the way Indians fly – is coming up with yet another new ‘experience’ in the skies. The airline plans to give passengers a taste of the mall experience, with a service ‘Air Boutique’ that it hopes to introduce onboard. Soon, passengers flying Kingfisher will be able to place orders onboard for a range of Kingfisher Airlines-branded merchandise (that are not available at regular retail outlets), personal and home-care products and travel accessories. The payments for selected products can be made by credit cards. The airline is setting up a dedicated call centre in Chennai to handle queries and orders on this new service, and products will be dispatched to the address given by respective passengers. Predictably, for this service, Kingfisher is aiming to target the young upwardly mobile consumers who have enough disposable income and are willing to cough up the moolah for its premium products.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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