Pricing Woes for Airliners

We saw extensive coverage of Kingfisher Airlines mounting debt for last two weeks and it still continues. I don’t understand whether news are being covered because of its promoters or there is genuine concern about the company and industry. Sometimes it feels similar to ‘run on the bank’ like syndrome and few sadist just waiting to celebrate death of the company. The real problem/concerns for the company/industry seems to be lost in midst of the expert opinion by analyst/leaders.

Lot of bullshit has been written on predatory pricing by the players which is killing the industry. But sorry people I beg to differ here. We need to answer simple question here? Who are the competitors? Are the industry players competing among themselves? Or are they replaceable? Let me go back to history. Indian aviation sector became attractive, once the burgeoning middle class started using the service, which was made available through low cost carrier like Deccan. Other important trigger was the growth of the corporates especially in service industry like IT. Let us consider each of this segment and understand their possible action in case there wasn’t predatory pricing by the players as termed by the analyst. Corporates in that case would prefer to use the services of teleconferences/video conferences which are made available at much lower cost. Further most of MNC are already used to such services when interacting with their overseas clients. Also during the recent economic crisis lot of corporates did transition to such services. So increasing price would certainly have negative impact on the volumes in this segment. It may be countered with argument not all cities/towns might have such facility but then do these cities/towns have decent airport and volume to make that routes viable for any airlines? Second important segment was middle class of India which has always been price sensitive.People in this segment still check the fares of second/third AC railway tickets and perform the cost benefit analysis. So here industry players aren’t competing among themselves but with other industry which is highly subsidised and can afford to run in losses since it intends to make up by other services. In such a market dynamics I don’t see any other option for the aviation sector but to keep price low especially in high inflation scenario.

Before applying any futher thoughts on pricing let us analyze the cost structure of airlines.To add to all pricing woes, the most important cost for the sector is aviation fuel whose prices have been volatile and it needs to be imported. The prices are function of the global demand, not the domestic demand and are decided by few countries that have huge resevoirs of oil. No company in industry can decrease this cost by backward integration nor does the law permits them to manage their own imports.So the cost is subject to not only the volatility in commodity market but also foreign exchange market.Further the companies have high fixed operating cost and in case of low volume they lead to high losses. Not to forget the seasonality factor & regulator who seems to keep close watch on the prices. Further weather & operational inefficiency of the security/airport staff also impact the volumes for the industry.Shortage of qualified pilots & skilled cabin crew leads to additional cost for the industry.It is very important to appreciate all these factors because careful assumptions are to be made to determine cost per traveler/seat on the route. Without knowing the cost no pricing strategy can be devised. The complexity in this case is that assumption are not only required on demand/supply side but on aviation fuel, seasonal effect etc. Any variation in these assumption can have huge impact on pricing strategy.

So on the one hand industry is competing with subsidized railways and the new technology which curtails their pricing power and on the other hand the cost structure is dependent on the global economic factors which are beyond the control of the industry. Pricing in such scenario can be very tricky. Aviation industry is known to have used demand pricing strategy across the globe wherein the prices increases as demand increases. However in India regulator has put some caveats in place to avoid cartels. Further globally the industry doesn’t face same challenges as in Indian scenario. Is this time to rethink pricing strategy? What can be learnt from shipping industry/telecom industry? I have no answers to the pricing woes but I bet its one of the most challenging business problems. We have just scratched the issue here with minimal knowledge of the industry. But certainly it has got my grey cells working. In fact next post I would like to focus on the financial woes of industry & KFA especially.Maybe it might throw up some answers then!!