Fairy Tales and Gender Roles Essay Example | Topics and Well Written Essays - 1500 words

Fairy Tales and Gender Roles - Essay Example They seem to brig inspiration to the reader or viewer of the fairy tale. Fairy tale stories are meant to describe a life that is none existent. Sometimes they show a legendary figure who emerged as a result of a historical event (Greenway, Jennifer, and Erin, 14). They are used as a teaching tool in schools and can bring about the much needed knowledge by students about how this came to be. Fairy tales do not usually focus outside certain aspects like places, people, and certain religion. They derive their story more from a certain time in life: in that they do not dwell on the present, instead, they are more of a past time in history. They are characterized by a beginning, â€Å"once upon a time†, and an ending, â€Å"†¦happily ever after† (Greenway, Jennifer, and Erin, 33). In this essay, attention will be focused on one of the most famous fairy tales, Snow White. This fairy tale teaches and shows a lot, despite being a fairy tale that is based on fantasy. This l iterary piece of writing contains certain attributes that relate to gender roles, values that are important to both sexes, the existence of evil and the influence that the fairy tale has on society. In the film, the house chores are done by a happy Snow White who entertains herself by singing loudly. Here, the film goes on to show that such a girl, who at the time is cleaning and cooking, is happy despite her work. She is in a joyful mood despite working for people who do not treat her in accordance to how she is supposed to be treated. At this point, it is safe to say that she is doing chores usually designed for a woman. From the cooking, doing the dishes and cooking, women play their role in society without questioning why they are doing it. Snow White, despite the jobs being tiresome, performs her duties without complaining (Greenway, Jennifer, and Erin, 15). She has come to understand her role in society. In society, women are bound to perform certain tasks in their homes, or i n places they live. It goes on to show that they have accepted that as their role and that it is them that should perform them. The film was produced during the great depression when women were not allowed to work in farms and industries, but were to stay at home and do house chores (Stahly and Robert, 97). The film depicts women values such as being industrious, dutiful and longsuffering by snow white way of living and handling issues. From this, a lesson can be learnt; that even though women play their roles since it is they that should, they have other characteristics that are bound to grow on other people. When Snow White accidentally came upon a cottage in the middle of the forest after being released by the queens’ servant, she goes in, at this point showing her curiosity, and falls asleep till she is discovered by the dwarves. Her curiosity brought upon her good fortune. It could have brought her disaster, since entering a house whose owner(s) is not present could lead to certain consequences. Meeting with the seven dwarves, playing her role in ensuring they ate at the required moment and cleaning, goes on a long way to show just how women’s roles fit into society. Traditional and modern society have one thing in common; in that the roles that each member of the opposite sex performs. Snow White shows how women are supposed to be like in

Methods for Database Security Essay Example | Topics and Well Written Essays - 2500 words

Methods for Database Security - Essay Example The main part of this paper discusses the ways that an organization can use to counter the threats identified in the previous parts of the paper. The methods to be used include data encryption, web-based data security, authentication and access control, timeliness and security in real-time database systems, SQL Injections, negative databases, data security policies, and database auditing policies. Database Security Database security has become one of the most important issues in today’s world of technology. Many organizations depend a lot on their databases for the storage of their information and assets. Like all assets that any company treasures, the database is probably one of the most important assets, since it is used to store a myriad of information (Burtescu, 2009). The increase in technological advancement has allowed companies to be interconnected in ways that were not possible in the past, and with the growing technological link, so does insecurity grow. The increased connectivity has brought a number of benefits to organizations, but with it is an increased vulnerability to the security of the information accessible from the database (Burtescu, 2009). The core point in database security is the restriction of unauthorized access into databases, which can be done in a number of ways. In this case, security is used to refer to the policies or mechanisms used to prevent the threat and the asset coming into contact, where the asset referred to is the database. This means that database security is mainly concerned with protecting the database from unintended activity, be it from insiders, outsiders, or unwanted programs. Since the database is mainly a store of information, database security is concerned with preventing the loss of this information to unauthorized personnel (Burtescu, 2009). The building of a secure database is focused on improving traditional DBMS measures and providing an extended platform to the security measures in the modern organization. The main aim of this paper is to outline the main security threats that an organization can face in relation to the database, outline the importance of database security, and provide detailed explanations of the main types of database security issues. Therefore, it can be seen that the main objective in the paper is to provide an explanation of the database security methods available to an organization. A s already stated, the databases in organizations are mainly used to store important information, information ranging from financial information to customer information to product information. This means that the database is one of the most important features of the organization. It is, therefore, important that an organization keep track of the security issues that affect their databases. This indicates that the main importance of database security is to prevent unauthorized access t oinfo4mation stored in the database, which includes unauthorized modification and access. Database security systems are also put in place to ensure that data kept in the database stays confidential, since most of the data is of a sensitive nature. For example, customer information stored in a telephone company database can be sued maliciously if accessed by the wrong individuals; therefore, organizations have to ensure that their databases are kept secure. Database security is also emphasized by organiz ations to ensure that information integrity is secured, since tainted data can influence many mechanisms in the organization. However, despite the growing need for database security, many security threats come up in the growing technological atmosphere, some of which are described below.

The Future of Cloud Computing Essay Example | Topics and Well Written Essays - 1250 words

The Future of Cloud Computing - Essay Example In this report a discussion will be presented using the concepts provided in the chapter and in the scholarly articles about the increased use and advancements in the computer technologies. This report will analyze all three forms of the discussion and present agreements and disagreements with the authors about the future of these topics. This will reflect an individual understanding about the topic on which an appropriately structured conclusion will be developed. CHAPTER SUMMARY The findings proposed in the chapter show that the use of IT and advancement in the computer technologies require that new methods evolve. For ensuring the safety of the data providing non physical spaces to the users for storing the data have led to such innovations. The developments in mobile computing segments, artificial intelligence and cloud computing are the examples of the developments in the IT industry. These facilities provide safe storage of the data online and make accessibility easier. Associa ted to these advancements are several advantages and disadvantages. The examples of such systems are Google cloud storage, Apple’s cloud, Microsoft’s cloud and other facilities like Dropbox and Amazon. There are four forms of the information clouds namely, 1. Global information/ Internet 2. External information cloud 3. Local information cloud 4. ... The main reasons why users prefer using the cloud facilities are archiving the data in backup, store application data, computing, sharing data and building apps and websites. SCHOLARLY ARTICLE 1: MODELING AND SIMULATION OF CLOUD COMPUTING SOLUTION FOR DISTRIBUTED SPACE DATA STORAGE AND ACCESS IN MOBILE COMMUNICATION NETWORKS Then high bandwidth radio telescopes generate large amounts of digitized data. The challenge associated with this is to provide the ease of access with highest efficiency of the data which is recorded. The main emphasis of the topic is to understand the storage and the retrieval of the space signals. This requires advancement in setting the core technologies and implementing it completely within the cloud computing paradigm. The article is a proposition which suggests cloud computing solutions. Within the distributed space it is required that the data stored can be accessed and at the same time it can become a part of the mobile communication networks. The modeli ng and the simulation results of the processes assist in developing an understanding that the proposed solutions perform satisfactorily in extracting the data from the specified space. The future of this process shows utter reliance on the cloud computing processes for data storage. Verification of the importance of the process and implementation of the process shows its importance in the future (Kurmis, Dzemydiene, Didziokas, & Trokss, 2013). The author of the paper is suggesting that the cloud computing process is acquiring popularity and the ease of access is providing in setting the methods which can enhance the usage. He further suggests the methods which can lead to advancements of the process. SCHOLARLY ARTICLE 2: HEAD IN THE

Methods for Database Security Essay Example | Topics and Well Written Essays - 2500 words

Methods for Database Security - Essay Example The main part of this paper discusses the ways that an organization can use to counter the threats identified in the previous parts of the paper. The methods to be used include data encryption, web-based data security, authentication and access control, timeliness and security in real-time database systems, SQL Injections, negative databases, data security policies, and database auditing policies. Database Security Database security has become one of the most important issues in today’s world of technology. Many organizations depend a lot on their databases for the storage of their information and assets. Like all assets that any company treasures, the database is probably one of the most important assets, since it is used to store a myriad of information (Burtescu, 2009). The increase in technological advancement has allowed companies to be interconnected in ways that were not possible in the past, and with the growing technological link, so does insecurity grow. The increased connectivity has brought a number of benefits to organizations, but with it is an increased vulnerability to the security of the information accessible from the database (Burtescu, 2009). The core point in database security is the restriction of unauthorized access into databases, which can be done in a number of ways. In this case, security is used to refer to the policies or mechanisms used to prevent the threat and the asset coming into contact, where the asset referred to is the database. This means that database security is mainly concerned with protecting the database from unintended activity, be it from insiders, outsiders, or unwanted programs. Since the database is mainly a store of information, database security is concerned with preventing the loss of this information to unauthorized personnel (Burtescu, 2009). The building of a secure database is focused on improving traditional DBMS measures and providing an extended platform to the security measures in the modern organization. The main aim of this paper is to outline the main security threats that an organization can face in relation to the database, outline the importance of database security, and provide detailed explanations of the main types of database security issues. Therefore, it can be seen that the main objective in the paper is to provide an explanation of the database security methods available to an organization. A s already stated, the databases in organizations are mainly used to store important information, information ranging from financial information to customer information to product information. This means that the database is one of the most important features of the organization. It is, therefore, important that an organization keep track of the security issues that affect their databases. This indicates that the main importance of database security is to prevent unauthorized access t oinfo4mation stored in the database, which includes unauthorized modification and access. Database security systems are also put in place to ensure that data kept in the database stays confidential, since most of the data is of a sensitive nature. For example, customer information stored in a telephone company database can be sued maliciously if accessed by the wrong individuals; therefore, organizations have to ensure that their databases are kept secure. Database security is also emphasized by organiz ations to ensure that information integrity is secured, since tainted data can influence many mechanisms in the organization. However, despite the growing need for database security, many security threats come up in the growing technological atmosphere, some of which are described below.

Research on Proliferation Paper Example | Topics and Well Written Essays - 2750 words

On Proliferation - Research Paper Example According to the research findings it can therefore be said that despite the fact that every country agrees that zero tolerance on nuclear weapons is the way to keep international security, there has been a continued spread of the weapons. This leaves a question on how the terrorists groups still manage to get the weapons and what the role of the government has been in the failure of Non-Proliferation Treaty. It also leaves a question on the role of international community in regulating government-sharing weapons with the terrorist groups. Terrorists are a small number of people â€Å"who act outside the normal boundaries of morality, compassion and humanity†. With a continued nuclear technology growth, the highest possibility stands at there could be a high circulation of nuclear weapons internationally. This has lead to the government yielding to external pressures instilled by the desire to compete with other international states as far as state protection is concerned. As a means of protecting the states interests, nuclear proliferation becomes inevitable since no state like being uncertain of their security. They therefore end up involving the terrorist groups by issuing them with weapons to help in states survival. However, there are instances when terrorist groups get weapons illegally for their own reasons. They purchase them on the grounds of performing terrorist attacks to their rival groups that end up harming innocent people in the fight. Failures that have made it hard to end terrorism The issue of proliferation has remained a mystery for decades now. This has made a thorough approach more difficult to the countries seeking solutions. Its definition of it being a puzzle for many years has made a gap in the definition of its cause and effects hence making every theoretical debate not to arrive at a conclusion (Ogilvie-White 1996, 43). Having politicians at the forefront in perpetrating the phenomenon has contributed to making it difficult to determine how weapon proliferation can be without international processes. The way out is to do a thorough investigation to eliminate these perpetrators so that solutions could be arrived at. Lack of official documentation on the past nuclear proliferation has made it difficult to establish reliable sources of evidence to use against the crimes. This has led to abstractness in every debate that has been done on the same hence resulting to doubts on reliability of the information gathered (Ogilvie-White 1996, 43). Criticism has emerged making it hard to obtain valid information on causes and consequences of weapon proliferation in the international political circle. Some countries are feared to have signed the Non-Proliferation Treaty but may not follow the regulations. This has become one of the huddles facing Non-Proliferation Treaty since such countries cannot expose the terrorist groups existing within their borders. Such failures ensure that terrorism continues under the cover o f the individual government. What the role of the government has been in the failure of Non-Proliferation Treaty The government has contributed highly to having distorted evidence on proliferation through its failure to document any such occurrence as it happen. This has led to lack of reliable sources to serve as evidence in the cases against weapon proliferation. With a high foreign secrecy and small number of weapon proliferation cases, politics has proved to be more influential in the causes of proliferation. Nuclear technology funded by the government has been the force behind the production of the nuclear weapons (Ogilvie-White 1996, 44). The speculation as at now is there could be future spread in

Using named examples Essay Example for Free

Using named examples Essay Using named examples, evaluate the economic and political impacts of disruption to energy supply pathways. (15) An energy pathway is the route or journey energy takes from the source country to the consuming country. It is often seen that economic and political impacts disrupt energy supply pathways. To begin with, some countries in the Middle East are quite often recognised as to having political problems such as dictatorships which leads to the formation of unstable regimes. The relationship between the Middle East and western powers like the USA are often quite severed, This proves to be fatal as such countries are reliant upon energy reserves in the Middle East. Hence matters are quite often stretched further when key players such as OPEC represent countries like Saudia Arabia and Iran in the Middle East, as well as determine oil prices. This may place stress upon the USA who suffers from energy insecurity due to its energy deficit and due to its reliance and need for oil may have to face as well as conform to rises in oil prices. As, it is now believed that the control over energy prices is in the hands of the suppliers due to the combination of a lack of energy reserves for finite resources and huge global demand for natural resources. Additionally unsettled geopolitical relationships between countries can lead to severed political relationships as well as huge economic losses. In 1991, 600 Kuwaiti oil wells were set on fire by Iraqi troops after the first Gulf War. The fires burned for 8 months. Not only did this impact upon the oil production of the country, but caused great economic losses in the economy, as services were also required to put the fire out. Russia an energy surplus is said to be tactical with whom it supplies its natural resources to. The political conflict between Russia and Ukraine during 2006- 2008 saw Russia demanding four times as much the price for its resources, but the failure to do so left Ukrainian gas cut off. Here we are shown an example of how political power can affect the economy. The Arctic is now seen to be a resourceful land, bringing hope for the future and many nations. With 25% of the worlds unexploited oil reserves matching the reserves of Saudi Arabia, it also is the home to many minerals, coal, gas and diamonds. It has transformed from a once barren land, to a land of riches. Meaning competition for territorial demands is seen and acted upon. The world would benefit from commercial wealth, as companies such as Shell if they were permitted to drill out oil in the now sacred land reaping with economic wealth. However, countries outside the Arctic circle like China are showing a greater interest and desire to demand their share of the Arctic. Here we see the growth of both economic and political power lobbying members of the Arctic circle such as Greenland and Denmark to obtain a Permanent Observer Status in the Arctic council. Whilst within the Arctic circle two dominant characters have conflicting views for their own benefit- Russia and the USA, causing tension to rise concerning the future of the Arctic.

Marketing Strategies Of Kingfisher Airlines In India Tourism Essay

Marketing Strategies Of Kingfisher Airlines In India Tourism Essay This report features the marketing strategies of Kingfisher Airlines in India. The report starts with the analysis of internal and external factors that affect the environment around the aviation industry and how they have an impact on Kingfisher Airlines. As the product under consideration is actually a service industry, 7 Ps of the company have been discussed at length. Moving on, the report discusses the segmentation, targeting and positioning strategies used by the company in detail. On the basis of analysis done, recommendations have been given that might help the company in achieving their objectives and serving their target market more efficiently. 2. CompanyBackground According to UB Group.(2010) The united brewery (UB) Group is one of the Indias largest conglomerates, which has annual sales over US$ 400 million with market capitalisation of over US$ 5 billion. The group has assorted interests in Brewing, real estate, Engineering, Bio technology, Information technology and Aviation. Dr. Vijay Mallaya is the chairman of the group. Kingfisher airline is a private airline owned by Dr. Vijay Mallaya. It started operations in May 9, 2005 with fleet of 4 leased airbase A 320 aircrafts. It provides full facilities to its passenger. With its merger with Air Deccan, the airline nowcaters to all the segments of aviation industry from low to premium. 3. The Environment 3.1Macro Environment Political Factors: Government of India ended the monopoly of Air India and Indian airlines by announcing of its open skies policy. Now the private operators are allowed to offer air transport services.Foreign equity up to 25% is allowed.Non Resident Indian(NRI) investments would be allowed up to 100% for domestic passenger transport. In spite of this no foreign airlines could either directly or indirectly hold equity in domestic airline company. The Government gave freedom to operate non-profit, traveller charter and cargo flights to any destinations. Indian citizens are also allowed to travel on these flights. Fuel prices and high fuel taxes are constantly increasing so the cost will ultimately be placed on the passengers.Safety regulations which also effect aviation industry such as regular flight inspection, recording of flight recorder. Ministry of Civil Aviation, Government of India.(2000) Economic Factors Indian Aviation industry depends on thedevelopment of its internal market. This can be determined by economic growth of more than 7% Print. (2009, August 6). High fuel costs have definitely worsened the Indian aviation industry. Fuel tax which is charged by most of the states in India is 28%. Indian airlines are growing too fast and too big making over capacity a big issue. There are issues which have overwhelmed the various airlines throughout the world such as High fuel cost, declining passenger numbers and cut throat cost wars but all these have limited influence in India. Regardless of low airport infrastructure in India, there are more than 25 international airlines operating from India. Richardson, B. (2010, January 24) Socio-Culture Factors Around two third of the current population of India consists of young people below 35 belonging to service class. The people belonging to this age group have high disposable income and are potential market targets for consumer and luxury goods. Naukri Hub 1.(2009) Also in country like India, family structure is of great importance, there is a hierarchical system in which all the major household decisions are taken by the elders and earning members of the family. Thus while introducing any product, marketers aim for target audience of that product and decision maker of their family simultaneously. Naukri Hub 2.(2009) Technological Factors: Advances in technology will influence the market in various ways. These days there have been many developments in IT systems and internet which is being used for aircraft maintenance. There have been changes in trends like more customers booking the tickets online. Due to the advancement in technology, the Electronic Data Interchange (EDI) has been proposed in cargo terminals, which will link all the stake holders for quick transaction and recent information about the cargo. In many national based carrier services the revenue Yield management system would be increasingly used for adaptable tariffs and to make most of the revenue.The introduction of web check-in service has eased the boarding process in flights. Ministry of Civil Aviation, Government of India.(2000) 3.2 Micro Environment Company The main goal of kingfisher airline is to provide steady, safe, value based and enjoyable travel experience to all of its passengers Fly Kingfisher 1.(2010). It is the only airline in India which has been awarded with five stars Airline rating by Skytrax. Fly Kingfisher 5.(2010) It has a 19% market share in Indian aviation industry. Customers Customer trend is a fragmentary issue which is required to be considered in order to be successful in the market. Company survives on the basis of fulfilling the customers needs, wants and offer them good benefits to attract more customers. Kingfisher airline fares are standard as compared to jet airways or Air India. They launched kingfisher Red to attract the budget flyers. Supplier Airline needs a consistent supply of fuel, maintenance, food and beverages. Kingfisher airline has a contract with Sky Gourmet for providing catering services, which is a leading airline caterer in India. The Gate group has acquired 74% interest in Sky Gourmet, which will strengthen the capabilities of the company. Gate group is a leader in providing on board services to the organisations which provides services to people on move. So this will ultimately give the benefit to kingfisher airline. Newswire, P.(2010, November 11) Competitor With 19% market share Kingfisher airline faces an intense competition from Jet Airways and Air India which are the two fastest growing airlines in India. Jet Airways and Air India are competing with Kingfisher on premium Executive class of the country with each having market share 26.2% and 17.7% respectively. Director General of Civil Aviation 1,(2010) They provide outstanding services and continuous innovations. Jet airways have acquired Air Sahara, in order to compete strongly in the low cost carrier market. Air Transport World.(2007) Kingfisher airline also competes with other Low cost carriers (LCC) such as Spice Jet, Go Air, Jet Lite, and Indigo Air on short haul routes. These airlines have made record profit by providing cheap tickets to passengers and have captured strong market shares in Indian aviation industry. 4. Organisational Marketing Mix Product/services Kingfisher airline provides three exclusive classes of services to its customers-kingfisher First, kingfisher Class and kingfisher Red. Kingfisher class is highly respected in economy which targets fashionable and ready-to-save middle class passengers. Kingfisher Red is low fare service of kingfisher airlines which mainly targets developing middle class people which are primarily price cognizant. Kingfisher first and kingfisher class both are also available on international journey. Other services included are: Tejas.(2009) Travel insurance in relationship with ICICI Lombard General Insurance. Offer In-flight entertainment to its passengers. Cargo services Lounge and private space Special care facility 3 course Gourmet cuisine Branding Strategies of kingfisher Airlines Kingfisher airlines have adopted Umbrella branding strategy and have broken new ground in the idea of bringing luxury, glamour and lifestyle to the skies. Kingfisher airlines sell the idea of lifestyle through its sensational airhostesses and use red colour, which is the colour of liveliness. They have been trained to provide hospitality in such a way thatgives every passenger a feel like Guest. Kingfisher airlines concept of Flying with Good Times reflects that they are providing a world class services to its Guest. Kingfisher airlines have aggressively advertised itself by becoming channel partner for NDTV Good Times, which is the Indias first lifestyle channel in order to gives its brand a distinct identity. It has also started co branding initiative with American Express corporate card, Airtel, Goa tourism and Malaysian Tourism. It has drafted an agreement with Deepika Padukone ascompanys new brand ambassador. Tejas.(2009) Feedback system Kingfisher airline maintain a proper feedback system and provide the facility of direct email to its chairman if anyone is not satisfied with the services. Company has activated its account on Twitter so that the customer can receive instant updates from Kingfisher airlines; this account has been opened to get feedback from Guests. Campaign India Team.(2009) New Product Development by Kingfisher airlines: Kingfisher airlines offer variety of product developments like: Kingfisher Red launched Frequent Flyer Programme (Little Wings) for young flyers from ages 3 to 12 this would permit young flyer to receive miles when they fly On August, 2010-Kingfisher airlines launched daily direct flights on the Delhi-Ludhiana-Delhi Route.On,1 october,2010-Kingfisher airlines inaugurated services from Bangalore to Mysore. On, 10 october,2010-Kingfisher airlines announced its first SMS-based ticketing service Flybuysms across all mobile networks in collaboration with wireless transactions company Pay Mate. On, 17April, 2010-Kingfisher airlines launch services from Mumbai and New Delhi to Bangkok. They are operating with 22 additional Domestic flights in 2010 for winter schedule from major cities. Kingfisher airlines also provides facility of In- Flight -Entertainment. Fly Kingfisher 2.(2010) Price Kingfisher airline follows differential pricing strategy which is also called dynamic pricing strategy and competes against major airlines in India such as Air India, Jet airways. Newman2, N. (2010). It is a premium airline and charge premium price for its business and economy class and provides high quality of services due to the change in consumers tendency and emerging of new low cost airlines. Kingfisher Red is a low fare section which adopts low fare pricing with full services. The pricing strategy of aviation industry is dynamic and mainly based on the behaviour of crude oil prices, Dollar rates and competition. Fuel prices today accounts for 45 percent of airlines total operating cost. Dr Vijaymallya stated that kingfisher Red is budget airline not a low cost carrier and fares were above those of LCC but lower than the economy class of competitors. ICMR.(2006) Place Kingfisher airline connects all important sectors of business in addition to leisure destinations and provide economical airlines tickets to Delhi, Mumbai, Hyderabad, Goa, Chennai, Bangalore and other important cities. It provides services over 80 destinations including Domestic as well as international, more than daily 390 departures with 66 aircraft. Bhasin, H. (2010, June 28) they recently proclaim inaugurate of its domestic operations from Terminal 3 of the Indira Gandhi International Airport, from 14th November 2010, New Delhi. Services from new terminal will provide smooth process and flawless services among all international as well as domestic connections. Fly Kingfisher 3.(2010) Promotions Kingfisher airline use heavy promotion campaign and spends lots of money in promotions; the team of kingfisher airline demonstrated that airline as The New Flying Experience and use both techniques push and pull promotion strategies as follows: Pull Promotion strategy Kingfisher airlines use advertisement hoardings at airports which represents the fashionable interior of the Funliners, andexpress the youthful, joy filled and world-class image. They organize various fashion shows, celebrity golf matches, New Year parties in order to build its kingfisher brand. The UB group publish their monthly magazine which is called Pegasus which provides information regarding kingfisher airlines. Bhasin, H. (2010, June 28) . Push Promotion strategy Kingfisher airline provides special discounts for all individual serving in the India Armed forced the union government, state government, and employees of all public sector units in country. It was the official airline partner of the DLF Indian premier league (IPL) in season 2009. Special discounts in kingfisher hotels mainly for kingfisher airliner traveller. They provides group travel discount for group of 8 or more travelling in kingfisher class or group of 6 or more travelling in kingfisher first class for common purpose. Fly Kingfisher 4.(2010) People Kingfisher airline is service industry which has two kinds of clients: External clients (passengers) and internal customers (employees). Kingfisher airlines uses the word GUEST for its external client, Dr Vijay mallya has clear instruction to his crew that take care of every guest in the same manner as they have guest in his ownhome. Every crew has been provided a thorough training programme so that they can provide the services as per passengers expectations. Bhasin, H. (2010, June 28) Process Customer can book their air ticket either online through kingfisher airlines website or through a Roving agent web check- in. Customer can book ticket at nearest local kingfisher airline office Kingfisher airlines also provides service of home delivery of ticket on demand Fly by SMS service called king mobile was launched in 2005, in order to inform its passengers regarding flight updates, schedule and flight statues through instant mobile alert. Bhasin, H. (2010, June 28) Physical Evidence Kingfisher Airlines provides varieties of unique services to its passenger such as personal valet at the airport in order to help in luggage handling and boarding, Exclusive lounges and private space together with refreshments and music at the airport. In flight Entertainment facility, Passengers have choice of three Gourmet cuisines. Passengers can feel more comfortable with sleeper seats with extendable footrests. It also provides free food in kingfisher Red airline. Yatra Online Private Limited.(2010) C:UserssahilDesktopsegmentation22.jpg C:UserssahilDesktopsegmentation 222.jpg (Refer to appendix 1, Naukri Hub 1.(2009), and Naukri Hub 2.(2009) for segmentation) Customised Marketing Focused Marketing Differentiated Marketing Target Marketing Strategy Undifferentiated Marketing6. Types of Targeting Strategies Targeting Strategy of Kingfisher Airline Kingfisher airline follows Differentiated Targeting Strategy. It mainly targets three types of customers in India on the basis of this provides three Elite classes such as: Kingfisher First: a business class service which mainly concentrates on business class people who are willing to spend for first class services. Kingfisher Class: is highly respected in economy which targets fashionable and ready-to-save middle class passengers. Kingfisher Red: is low fare service of kingfisher airlines which mainly targets developing-middle class people which are primarily price cognizant. Newman1, N. (2010) Kingfisher Red (Budget Flyer) Kingfisher Class (Leisure Traveller) Kingfisher First (Business Traveller) Kingfisher Airline Differentiated strategy 7. Positioning Strategy of Kingfisher In terms of positioning strategy, Kingfisher airline positioned them self premium airline. Dr. Vijay Mallaya has clearly stated that Kingfisher Red will not be positioned as Low cost carrier (LCC), as passengers consider the attributes of a LCC as low quality of services. He believes that people in India pay for quality and services.This budget airline positioning is not a LCC but lower than the economy class of their competitors such as Indian airlines, Jet airways. It also provides the facility of multiple fare option and auction of its tickets on all travel routes. ICMR.(2006), Newman1, N. (2010) Perceptual Maps High Services offered Kingfisher Airline Kingfisher Red Jet airways Air Indigo Air India Price of Ticket High Low Spice jet Go Air Low Low 8. Recommendation Kingfisher airline should improve its performance on important constraint such as punctuality. As per the research conduct by director general of civil aviation (DGCA) kingfisher has highest flight cancellation rate in 2010. Below figures shows the rate: Director General of Civil Aviation 2,2010) I:cancellation.jpg I:reasons of cancellation.jpg Above diagram explains the reason for cancellations. Based on this, it can be deduced that Kingfisher Airlines still lacks in providing world class service as promised by them. Director General of Civil Aviation 2,2010) Kingfisher airlines market share is still low as compared to Jet airways, as per the data revealed by DGCA. It may be due to the higher fare as compared to other low cost carrier such as spice jet, Air indigo, NACIL (I). Director General of Civil Aviation 1,(2010) I:Untitled.jpg Kingfisher airline should think about applying promotional campaign in mass media, in order to inform people more about Kingfisher Red and Kingfisher services. Also they should reconsider their budget flyer strategy as Low Cost Carriers like Spicejet and Indigo are far ahead in terms of market share.