Kingfisher Airlines: the brand that never was
“According to research, while 35 percent of passengers choose an airline on the basis of punctuality, pricing comes second at around 30 percent,” says Hermann Behrens, CEO, Brand Union, Middle East.
“However, this also means that 35 percent of the decision making is influenced by other factors. This is where branding comes in,” Behrens adds .
Behrens was talking about the global industry, not about India, and about both international and domestic airlines, not just domestic —and the 35 percent influence that the brand plays may not be half as important in India and domestic flights.
.In the case of airlines, especially when it comes to short-haul, domestic flights, the most fundamental needs are pricing and punctuality. The ‘luxuries’ such as great food, more comfortable seating, extra leg-room and in-flight entertainment come into play only AFTER these two needs are met. How much of a premium will a passenger pay for extra leg-room for a 90 minute flight? How often, in a domestic flight, can one see an entire movie?
Unlike the premium investments made in brands such as Nike and Apple, to name just two, one does not get an external ‘badge’ that one can show off after paying a premium on a Kingfisher Airlines flight. The badge is ‘temporary’ and ‘transient’, with a life and value limited to the time spent in the aircraft or at the lounge. With the cost consciousness of the Indian consumer that the Maruti Suzuki commercial demonstrates, the premium that one would attach to the brand becomes questionable.
IndiGo has successfully created a brand – after meeting the base requirements – and are in a position where they are the preferred choice in a commoditised low-cost carrier market.
Kingfisher’s got the premium positioning correct. But they’ve got to realise that, in order to milk the positioning and command a premium, they need to get their act together on price, punctuality and cancellations. Once this is done, it’s another task to get the premium right. How much of a premium will one pay for what, essentially, is a commodity product, for some extras, without the consumer feeling that he’s wasting money?
Maslow Heirarchy Needs - News
Kingfisher got Maslow's hierarchy of needs horribly wrong. Reuters “For the traveling public, price is paramount in choosing a carrier. Due to the Internet and round-the-clock search capability, airfares are fully transparent to the public and
In the book we discuss Maslow's Hierarchy of Needs and how oversight of an individual's essential needs can easily be overlooked by other team members. For example, when selecting the best time for the daily standup meeting, it's possible to alienate a
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Social Networks: Where Maslow's Hierarchy of Needs Model Misses
Maslow’s hierarchy of needs model, developed in 1948, resonated across many disciplines, from business, technology and education to its field of origin, psychology. It spoke to potential and to positive conceptualizations of human motivation. As popular and widely applied as this model has been, however, insights from the use and adoption of social technologies like Facebook and Twitter, combined with increased knowledge about brains and networks, show that our understanding of Maslow’s model misses the mark in a very fundamental way. It doesn’t give enough credit to the role of social connection.
Maslow’s hierarchy of needs captivates us because it brings a sense of order to the chaos of human behavior. Psychologists, educators, parents, and marketers have been trying to figure out what influences behavior for a long time. In contrast to the behaviorist’s carrot and stick, both widely employed and frequently discredited, Maslow’s hierarchy has a nice sensible structure that makes intuitive sense. Maslow’s model, as its name suggests, organizes groups of human needs into levels in a hierarchical structure, forming a pyramid. It’s similar in some senses to video games in that you have to fulfill the requirements of one set of needs before you can level up.
But the same things that make Maslow’s model cognitively appealing — that sense of order and predictability — also makes it wrong. If only life were so simple.
The human brain is driven by a basic instinct to survive. This need trumps all others. Thus it’s easy to see how obvious biological and physiological needs, such as food, drink, shelter, warmth, and sex, formed the basis of Maslow’s pyramid.
As Maslow’s hierarchy continues, the second level is made up of the safety needs, such as protection, security, order, limits, stability, and predictability. The third level is where Maslow’s model placed the belongingness needs like family, affection, relationships, work groups, and community. The fourth level is what we might consider more the ego-centric needs of achievement, relationships, responsibility, and reputation. And finally, at the top is self-actualization, or the desire for personal growth and fulfillment.
Lesson plans maslow's heirarchy of needs 
Maslow's heirarchy of needs lesson plans