JIT - Garima

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RIZVI INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

MARKETING AUDIT

PROJECT ON µBRAND AUDIT OF KINGFISHER BEER

S S U U B B M M I I T T T T E E D D T T OO

P P r r oo f f . . G G A A R R I I M M A A S S H H A A R R M M A A

OO N N

26 th OCTOBER 2010

PREPARED BY:

Geetanjali Thorbole -

Irfan Ansari - 61

Jitenderjit Singh - 70

Kashish Doshi - 77

Mahesh Pawar - 82



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TABLE OF CONTENTS

TOPIC # PARTICULAR S PGNO.

1 Introduction 3

2 About Kingfisher Limit ed 4

3 Brand Equity of Kingfisher Beer 8

4 Porters Five Forces of Vodafone 11

5 SWOT Analysis of Vodafone 12

6 Market Share of Kingfisher Beer 13

7 Marketing Mix of Kingfisher Beer 14

8 Brand Repositioning of Kingfisher Beer 18

9 Promotions 21

10 Brand Preference 23

11 Analysis of Report & Conclusion 25

12 Research Objective 32

13 Annexure 33

14 Bibliography 36



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United Breweries Group

United Breweries Group based in Bangalore, is the world's 2nd largest brewer and the

largest in India. The company markets most of its beer under the Kingfisher brand and has

also launched Kingfisher Airlines, a domestic airline service in India.

The group is headed by Dr. Vijay Mallya who is also a member of the Indian Parliament.

United Breweries now has a near-monopoly over the Indian brewing market, thanks to its

recent takeover of the rival Shaw-Wallace company. The group owns the Mendocino

Brewing Company in the United States.

H istory:-

The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group took its

initial lessons in manufacturing beer from South Indian based British breweries. At the age of

29, Vittal Mallya was elected as the company's first Indian director in 1947. After a year, he

replaced R G N Price as the chairman of the company. United Breweries made its initial

impact by manufacturing bulk beer for the British troops, which was transported in huge

barrels or "Hogsheads". Kingfisher, the Group's most visible and profitable brand, made amodest entry in the sixties. During the 1950's and 60's, the company expanded greatly by

acquiring other breweries. First was the addition of McDowell as one of the Group

subsidiaries, a move which helped United Breweries to extend its portfolio to wines and

spirits business. Strategically, the Group moved into agro-based industries and medicines

when Mallya acquired Kissan Products and formed a long-term relationship with Hoechst AG



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of Germany to create the Indian pharmaceutical company now known as Aventis Pharma, the

Indian subsidiary of the global Pharma major Sanofi-Aventis.

The Logo:-

The Pegasus, which is the symbol of the United Breweries, first found its place as the Group

logo in 1940. Then, the Helladic horse ± associated with beer and nectar in Greek mythology

carried a beer cask between the wings, ostensibly because beer formed the core operations of

the Group. Later, the beer cask was removed to represent the Group¶s multifaceted

operations. Now, it is just the Pegasus.

Present H istory:-

Sales of the United Spirits Ltd. are expected to exceed 60 million cases during the fiscal year

2005-06 making the Group the third largest manufacturer of Spirits products in the world. In

addition, USL is one of only three in the world to own seven millionaire brands and at least

five brands rated by Drinks International, UK, to be amongst the ten fastest growing brands

in the world in their respective categories. The market share of the Spirits Division in India is

currently 60% and exports to the Middle East, Africa and Asian countries are growing

rapidly. The UB Group¶s Brewing Entity - called United Breweries Limited (UBL) - has also

assumed undisputed market leadership with a national market share in excess of 50%.

Through a process of aggressive acquisition and market penetration, The UB Group today

controls 60% of the total manufacturing capacity for Beer in India. The flagship brand,

Kingfisher is now sold in over 52 countries worldwide having received many accolades for

its quality. With plans to becoming a global player United Spirits Ltd. (USL), the flagship of

the UB group, purchased the Scottish distiller Whyte and Mackay in May 2007 for £595

million (Rs. 4,800 crore).This would bring the brands of W&M like The Dalmore, Isle of

Jura, Glayva, Fetter cairn, Vladivar Vodka, and Whyte & Mackay Scotch under its portfolio.

The UB group is also into manufacture of Fertilizers. The group company Mangalore

Chemicals and Fertilizers Limited (MCF) has factory at Panambur in Dakshina Kannada

district of Karnataka.



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K ingfisher Limited

³The King of Good Times´ is India¶s best-selling beer, and from Mumbai to Delhi, the locals

guzzle through millions of bottles annually. But although the brand commands up to 25% of

its domestic market, unless you¶ve visited India or are a part-time connoisseur of curries, you

may not have recognized Kingfisher¶s qualities as the perfect accompaniment to a chicken

Vindaloo. However, all that could change in the future as Kingfisher¶s owners, United

Breweries, have delivered their premium brand to the web in an effort to increase global

awareness of their coveted flagship product. The Kingfisher homepage is everything you

would expect from the Indian-based brand. It is colourful and noisy (although the score

sounds more Caribbean than Indian) and there¶s plenty of animation to enhance the viewing

experience. Areas of the site that are well worth a visit include the Fun n Beer section, where

you can send E-cards to your friends or have a chuckle at the Beer Jokes; the Food section,

which is a must for lovers of Indian cuisine; and the World section, which contains

information about the history of United Breweries and the Kingfisher brand itself.

Unfortunately, the facility to order Kingfisher beer and apparel online only exists for

residents of Bangalore at present, so from an E-tail perspective, the site is limited to a fraction

of its own indigenous market. This feeling of constraint is also extended to other site areas

and there are several sections within Kingfisher.com that are weak in terms of content and

will need substantial embellishment if United Breweries are to make full use of the web as a

marketing tool. The Sports pages are a good example of this as they simply contain a handful



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of paragraphs on Kingfisher¶s sponsorship of past sporting events, rather than evangelizing

what associates the emotional aspects of the Kingfisher brand with its chosen recreational

partners. With a market share of over 36%, it is India's largest selling beer, with 1 out of

every 3 bottles of beer sold in India being a Kingfisher brand. It is currently available in 52

countries outside India. Heineken Group, holds 37.5% equity shares in United Breweries Ltd.

K ingfisher comes in the following varieties-

y Kingfisher Premium

y K ingfisher Strong: The brand was launched in 1999 to cater to the growing strong

beer segment in the country. Today, Kingfisher Strong is India¶s largest selling beer

brand. It is available in 4 SKUs- 650ml & 330ml bottles and 500ml & 330 ml cans.

y K ingfisher Strong Fresh: Kingfisher Strong Fresh is the first ever strong draught

beer available in the Indian market. It is packaged in a 500 ml cans.y K ingfisher Draught: It is packaged in a 500 ml cans.

y K ingfisher Ultra: It was launched in Mumbai on 18 th September, 2009. It is an entry

in the premium beer segment in the country to compete with international players like

Carlsberg, Heineken and Budweiser. Kingfisher ULTRA is available in Thane, Pune

and Bangalore and will be extended to other cities of the country soon. Currently,

Kingfisher ULTRA is available in two SKUs: 650ml and 330ml bottles.

y K ingfisher Blue: The brand¶s core target group is the young male population.

Kingfisher Blue tries to occupy an imagery of adventure sports. It contains fewer than

6% alcohol. Kingfisher Blue is packaged in metallized blue colour labels and cans. It

is available in 4 SKUs- 650ml & 330ml bottles and 500ml & 330 ml cans. The brand

has been launched in key markets like Karnataka, Pondicherry, Maharashtra, Delhi,

Rajasthan, Haryana, Kolkatta and will soon be a national brand.

y K ingfisher Red: It is marketed as India¶s 1st µALL SEASON¶ beer.

y K ingfisher Bohemia: Unlike the above, Kingfisher Bohemia is a brand of wine. It is

the result of a partnership between Kingfisher and The Company of Wine People

(COWP), a key player in the South African wine industry, both locally and abroad.

The wine is produced in Cape Floral Kingdom, South Africa. Kingfisher Bohemia is

available in three varieties - red, white and rosé. It is packaged in 750ml bottles and a

case of wine contains 12 bottles. Kingfisher Bohemia is available in Mumbai, Pune,

Delhi, Bangalore, Goa, Chennai, Hyderabad, Pondicherry, Kerala and Kolkatta.



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The World's No.1 Selling Indian Beer!

K ingfisher is enjoyed in over 55 countries world wide. From the USA in th

West, to Japan in the East. And from Norway in the North to New Zealand waydown under!

K ingfisher Premium Lager is brewed using only the finest malted barley an

hops. And this makes it the thrilling international taste sensation that is loved by

millions the world over.

K ingfisher Light Lager shares the honours with Kingfisher Premium, while

being low in carbs and low in calories it still is a unique drinking experience that

does credit to this rich heritage.

This international award winning lager has a regal heritage that dates back almost

150 years. From the days of the British Raj in India when skilled European Brew

masters catered to the needs of the Raj and their troops, making quality beer in

compact breweries. To now being brewed in State of-the-Art breweries and

catering to an eclectic, multi-ethnic group of people .



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The Brand

A Heritage of Excellence!

The inspiration for the choice of the brand name was certainly influenced by the great

numbers of these beautiful and strikingly colored birds which abound in India where over 70

different varieties/species of kingfisher can be found - more than in any other country or

continent in the world. Kingfishers are particularly prevalent in Bangalore, the garden city of

India, which is also headquarters to The United Breweries Group, brand owners of Kingfisher

Premium Lager.

Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeros on its target with

unfaltering focus. It is a very vibrantly coloured bird. All of its colours represent energy,

youthfulness, enthusiasm, freedom with a touch of formality and discipline. No wonder, that

this bird with an eye for right focus and an aim for succeeding in its attempt became the

mascot for The Kingfisher brand of Beer from the stables of the UB group.

Kingfisher's award winning flavour and consistent excellence of quality has made Kingfisher

one of the largest selling beer brands in the world today.

The new look designed by the UK based packaging specialists, Claessens, is representative of

the brand in full flight, in a supportive environment. It reflects the energy, youthfullness andfreedom that are characteristic of the brand's target consumer and reiterates its contemporary

positioning.

Kingfisher stands for excitement, youth and camaraderie! "It's flying" and the mood is upbeat

± both within the Company and among consumers !



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H eritage

Celebrating over 150 Years of Brewing Excellence!

K ingfisher's heritage started with five small breweries in South India, the oldest of which,

Castle Breweries dated back to 1857. Then in 1915, Thomas Leishman, a Scotsman,

combined these breweries to form United Breweries Ltd.

The popularity of their beers soon spread and within a short time, bullock carts carrying huge

'hogsheads' of Kingfisher became a familiar sight in Madras, the Nilgiris and Bangalore, the

headquarters of United Breweries Ltd. Almost immediately, the brew from UB became a

favourite, especially with the British troops.

So began the history of Beer in India...

Kingfisher, the flagship brand of United Breweries and the best-selling Indian Lager

worldwide, is now available in over 55 countries and is exported from the UK to 19

Continental European Markets and Canada and from India to major markets in the Middle

East, South East Asia, the Far East and Australasia, and it is also served on board 10

international airlines.



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Kingfisher was first imported to the UK and USA markets in the years 1982 and 1983

respectively in the traditional large 650ml bottles. It rapidly gained a foothold in the fast

expanding Indian Restaurant markets. In the UK within three years, demand for the brand

was so great that production had to be switched to England. Shepherd Neame, Britain's oldest

brewer, was selected to brew Kingfisher under licence and to the Indian specification at their brewery in Faversham, Kent. Similarly, demand to launch Kingfisher in the mainstream

markets in the USA was so compelling that production had to be switched under license to

the state-of-the-art breweries of Mendocino Brewing Company, internationally renowned as a

brewer of full-bodied traditional beers and as a pioneer in the American Craft Brewing

Renaissance.

Brewing to perfection and a commitment to quality is our obsession and a rich heritage!



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SWOT ANALYSIS:

Strengths

Market Leader

Strong Brand Image

Global Presence

Aggressive Advertising

Quality & Innovation

Weakness

Long Developmental Cycle

Relative Static Market

Expensive Brand

Opportunity

Demographic Changes

Changes Societal

Attitudes

Consumer Brand

Preference

Demand for H igh Quality

Threats

New Competitors

Cloning of Successful

Brands

Increasing Buyer Power

Growth in Substitutes

Economic Downturn



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Market share -



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Ana l i M arket ing M i Ana l i

K ingf i er H i tory:

Paren t company of K ingf i er, Un ited brewer ies was es tab lished in 1857 w ith the name

Castle brewer ies. I t was renamed to Un ited Brewer ies in 1915 and s tar ted manufac tur ing beer

from the year 1944 under the labe l Expor ts Beer. U B group s tar ted expor ting beer to Middle-

Eas t from 1974 and in the year 1978 it launched K ingf isher brand.M arket P os it ion:

It is the larges t selling brand in Ind ia and commands more than 30% share in the beer marke t.

In 2005-2006 it recorded 28% grow th.

T arget m arkets:

K ingf isher has two d ifferen t produc ts for d ifferen t marke t segmen ts.



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K ingfisher Mild (Alcohol<4%) K ingfisher Mild (Alcohol<4%)

Youth who drink for fun

First-time drinkers who drink for experience

Urban women who prefer to drink light

Those who want to light beer to

something stronger

Regular drinkers who prefer stronger flavour

Product

y No. 1 selling product in its segment.

y Good quality raw material is used to maintain the quality standards.

y Consistency of product quality is high.

y Always tastes fresh due to good quality and well developed distribution network.

y Hangover due to heavy consumption is very mild.

Placey It is available throughout India, and is dominant particularly in South and West India.

y UB has 16 company-owned breweries apart from nine contract breweries in 20

different locations across the country.

y Kingfisher also has a presence in 60 countries.

y Kingfisher also has an online marketing system. Any consumer can go to

www.Kingfishernetshop.com and get their beer- a mini mum of six bottles home

delivered. This move has been a big draw with info tech professionals and district

women drinkers.



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y It also has some sixteen hundred shops apart from pubs and bars. Better retailing

outlets are also to be opened under the Kingfisher Brand.

y Kingfisher also has tie-ups with large department stores like µFood world¶ for retailing

its Beers.

y Kingfisher also has association with number of Very Classy, Up-market & Stylish

bars & lounges which goes hand in hand with its brand image.

Price

y In both mild a n d stro n g beer segme n t Kin gfisher uses competitive prici n g strategy. i.e.

650ml at Rs 65/- an

d 330ml Rs 35/-

Promotion

y Kingfisher tagline µKing of good times¶ is one of the most popular and most

successful tagline in India.

y Since advertising of liquor is banned in India, Kingfisher uses surrogate advertising

methods like using mineral water and sodas.

y Aggressive advertising at Outlets & Pubs.

y Recently it also started merchandizing sports goods and trendy clothing and

accessories under Kingfisher brand name.

y Each year Kingfisher brings out new calendars featuring top models in swimwear.

y Kingfisher also promotes itself by sponsoring events like fashion shows,

sportspersons like Narain Karthikeyan, East Bengal soccer team. UB promoter also

acquired a Formula- One team (Force India).

y Kingfisher also deals in sports merchandising starting with an ad featuring Sourav

Ganguly and Ajay Jadeja in 1997.



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y With the launch of Kingfisher airlines combined promotion is possible which helps

the brand promotion a lot. Kingfisher also ventured into other businesses with same

brand name making the brand more visible and publicity easier.

y Kingfisher recently tied up with NDTV for their new lifestyle channel NDTV Good

Times for five years

y And finally the Sultan himself, Dr. Vijay Mallya, the Big Daddy of all brands, the

flamboyant Czar of the liquor industry who is the youth icon of a million hearts. His

sole presence outweighs all other competitors taken together.



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Brand repos it ion ing of I nd ian b rand in presence of internat iona l b rand:

The term ³pos itioning´ is w idely used w ithin the marke ting and adver tising commun ities

today. Pos itioning is of ten used nowadays as a broad synonym for marke ting s trategy.

Pos itioning shou ld be though t of as an e lemen t of s trategy, a componen t of s trategy,no t as

the s trategy itself. The term ³pos itioning´ is, and shou ld be, intimately connec ted to the

concep t of ³ targe t marke t.´ That is, a brand¶s pos itioning def ines the targe t aud ience. The

correc t pos itioning of a brand is bas ic and fundamen tal to its success ; an incorrec t or

subop timal pos itioning can doom a brand to underperformance or fa ilure. K ingf isher, s ince

its or igin proved to be the marke ting savvy brand. Even though it was the larges t selling beer

brand, bu t when Fos ters en tered the Ind ian market, K ingf isher sn iffed poss i ble compe tition

and inves ted heav ily in brand v isi bilit y and pos itioning. Dur ing 2003-04 K ingf isher aga in

repos itioned itself by chang ing the logo.

PR EV IOUS L OGO CURR E T L OGO



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Instead of the sitting kingfisher bird, the picture of a flying kingfisher was used during

creation of new logo because the company wanted to promote itself as an aspirational brand

which always wants to go high. This change was made mainly to maintain the distinctive

positioning and to create a stronger emotional bond with the aspiring Indian youth. This

repositioning was so successful that even today Kingfisher uses this logo. After the entry of international brand Fosters, Kingfisher repositioned itself into a lifestyle brand adopting

jingles like µOola la le lo¶ and tagline µKing of good times¶. Kingfisher tried to position itself

as a brand for the successful and professional individuals who are always ready to take a

break, have a party or just chill out. This positioning was promoted using Indian cricketers

such as Ajay Jadeja and Sourav Ganguly, West Indies cricket team (At that time Kingfisher

was the official sponsor of WI cricket team) and various other means. The notable thing

during this repositioning process is that during this process Kingfisher kept the original

message of the brand intact while adopting strategies (including advertising, logo designing,

etc.) to communicate better with the consumers and to create a stronger emotional bond with

them. The strategies of Kingfisher paid off well and as a result Kingfisher maintained the

leadership position and added more dimensions into the brand making it stronger than before.

Brand Extension:

Kin gfisher is o n e of the most recog n ized bra n d in In dia a n d SAB Miller s foster s has also

positio n ed itself as a u n ique bra n d so exte n sion of both bra n ds is possible without much hassle.

Kingfisher:

Kin gfisher is widely k n ow n amo n g large n umber of co n sumers a n d its bra n d prese n ce in creased

after diversificatio n in to airli n es busi n ess. Kin gfisher bra n d ca n be exte n ded i n followin g ways -

Line Extension:

Ultra Premium Beer: T hough Ki n gfisher has a huge prese n ce i n both light a n d stro n g beer

segme n t but from the begi nn in g it followed strategic prici n g policy a n d that made the bra n d

very popular. But with the i n creasi n g in come level of the In dia n youth a n d the e n try of

in ter n atio n al spirit majors like Carlsberg, Budweiser, etc. Ki n gfisher should i n troduce a high-

priced premium beer that would compete agai n st these bra n ds effectively. In this way the

compa n y could exte n d its customer base a n d their strategy would also help the compa n y to tap

the high i n come aspiratio n group a n d sin ce compa n y could apply skimmi n g the cream policy

for this segme n t, it could be assumed that reve n ue ge n eratio n would be high e n ough to





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Kingfisher s overse as p romo t ion d rives - 2 00 4-2 00 7

1. Abu-Dhabi to Goa : A promotion at all the six stores of Spinney¶s, Abu Dhabi took place

where customers were entitled to a raffle coupon to win an all expense paid holiday to Goa

on purchase of any case of Kingfisher or Kingfisher Strong. Two lucky winners were to fly to

Goa, for an exclusive Taj resort, sightseeing and excursion including visit to the production

unit and lots of complimentary Kingfisher to ensure that happy times stay with our valued

customers forever.

2. Tie up with Sony : Kingfisher had an exclusive deal with Sony consumer electronics raffleand instant scratch and win promotion wherein the customers on purchase of any case of

Kingfisher Lager or Kingfisher Strong stood a chance to win by way of instant scratch and

win rewards free Kingfisher Lager / Kingfisher Strong goodies like T-shirts, Caps, Desktop

Calendars, free bottles.

3. Alliance with Bollywood : Keeping in mind the popularity of Hindi movies outside India

Kingfisher was a part of the souvenir programme for the Shah Rukh Khan show in Hong

Kong on 1 December 2004 as a part of Diwali celebrations in Hong Kong. With other high

profile stars like Preity Zinta, Saif Ali Khan, Zaid Khan, etc for the event.

4. Test market in South Africa : It received very positive test market results for Kingfisher

Premium Lager Beer and Kingfisher Strong Premium Beer in 330 ml cans for the African

markets.



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5. Launching new products in the market : A trial for 2 cases of Taj Mahal 330 ml bottles

in June 2004 for Australia generated a lot of interest and enthusiasm for the country of the

origin brand, which spoke of eternal love and passion. With successive orders for the past 3

months, Taj Mahal Premium Lager Beer is now available in 6 packs: the most preferred pack

size down under. 6. New merchandizing schemes started: Keeping in tune with the times andconstantly updating our merchandise portfolio, Kingfisher offered its customers practical and

useful merchandise, which are of very high quality and designed to meet the high

expectations, which include premium travel bags, sling bags, waist pouches and foldable

shopping bags, windcheaters and luggage tags, premium embroidered aprons and Polo T-

Shirts.



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Brand Preference

Selective demand for a company's brand rather than a product and the degree to which

consumers prefer one brand over another is called brand preference. In an attempt to build

brand preference advertising, the advertising must persuade a target audience to consider the

advantages of a brand, often by building its reputation as a long-established and trusted name

in the industry. If the advertising is successful, the target customer will choose the brand over

other brands in any category.

Prefere n ce of havi n g a beer i n

23

13

10

4

P reference

Bottle

ca n

D esig n er Glass

An y other Suggestio n



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Brand Recognition

Brand Recognition is the extent to which a brand is recognized for stated brand attributes or

communications.

In some cases brand recognition is defined as aided recall - and as a subset of brand recall. In

the case, brand recognition is the extent to which a brand name is recognized when prompted

with the actual name.

25

15

10

A ss ci at i o f ki gfis er

Pic 1

pic 2

pic 3



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R eport Ana lys is:

How of ten do you consume beer?

Preferred brand in Beer

20

12

10

6 2

Consu pt ion

aily

On ce a w ee ¡

Tw ice a w ee ¡

¢ nce in mo nth

o nce in six mo nth

15

105

8

7

5

P f d Bra nd

£ inghfi she ¤

Fo ste ¤ s

¥ arl s ¦ e rg

B§ ¨

w e ise r

Hay w ard s

Oth e rs



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What aspects do you look at while selecting beer?

Mon ey spend on a one time purchase

12

8

15

10

5

A spec t w hile selec t ing a b eer

Bra n d n ame

Q © a n tity

taste & Flavo r

V al e For mo n ey

n y t er

8

10

16

6

10

Mo ney spend on a o ne t i e pu rch ase

200 to 250

150 to 200

100 to 150

50 to 100

below 50



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Another brand if the price of Kingfisher beer increases

Locatio n of Purchase

5

10

20

15

If Incre ase in p rice of Kingfisher B eer

Defin itly yes

Probably yes

Defi n itly n o

ProbablyNo

25

7

10

8

Loc at ion of B eer purch ase

Wi n e Store

Club

bar

pub



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Consumption of Beer in an occasion

Prefere n ce of havi n g a beer i n

12

8

20

10

In a party

Social occasio n

With Frie n ds

Formal party

23

13

10

4

P reference

Bottle

ca n

D esig n er Glass

An y other Suggestio n



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Compariso n on the basis of colour, taste a n d Prefere n ce

Kin gfisher as a bra n d, how would you rate it?

y Excelle n ty G oody Satisfactoryy Not Satisfactory

18

12

7

6

7

C om a ris on

Kin gfisher

F sters

Carlsberg

haywards

Budweiser



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Would you recomme n d Kin gfisher beer for a tea-totler?

y Yesy No

Conclusions

Beer sales in India are forecast to grow at a compound annual growth rate of 17.2% to 2011.

So, with the Indian beer industry seeing steady growth during the last decade, due to strong

12

20

10

8

R at ing For ran d

Excelle n t

G ood

Satisfactory

Not Satisfactory

35

15

R ec omme ndat ion

Yes

No



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economic growth resulting in high disposable incomes, an increase in beer sales in the next

two or three years is expected.

In addition to the increase in sales, the number of brands is expected to increase in the near

future, with existing players like United Breweries and SABMiller expanding their ranges,and new players like Anheuser-Busch, Carlsberg and InBev setting up production facilities.

This new report indicates how the market has developed, which markets/regions are

strongest, the leading brands and sales by segment and region.

Traditional beers markets in Europe and USA are either flat or are in a state of decline,

whereas India still has a huge untapped market. For these reasons international beer

companies are coming to India almost every quarter. Kingfisher, since its origin proved to be

the marketing savvy brand and even though it was the largest selling beer brand but when

Fosters entered the Indian market Kingfisher sniffed possible competition and invested

heavily in brand visibility and positioning. Kingfisher changed its logo and adopted a new

logo and tagline, sponsored the West Indian cricket team and also used the Indian cricketers

to sponsor its product. It went into airlines, lifestyle and even started a television channel

with NDTV. India is a growing economy and its market is opening up. The per capita income

of the people of the country is rising daily and so is the beer consumption rate. The stigmaassociated with the consumption of alcoholic drinks has also gone down; as a result the beer

companies are trying to get more associated with everyone¶s life.



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Research Objective is to identify the preference of K ingfisher Beer over

other beers

Survey done on bases of following parameters:

Sample size- 50

Age: 25-35 years

Region: Urban population

Occupation: White-collar service/professional

Social class: Middle and upwards

Family life cycle: Youth





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What do you look at while selecting beer?

y Brand name

y Quantity

y Taste and flavor

y Satisfaction

y Value for money

y Praise from friends

y Any other

How much do you spend on a one time purchase?y y 1.200/- to 250/y 2.150/- to 200/-y 3.100/- to 150/-y 4.50/- to 100/-y 5.Below 50/-

Would you switch to another brand if the price of Kingfisher increases?

y Definitely Yesy Probably Yesy Definitely Noy Probably No

Where do you purchase the drink from?

y Wine Stores

y Club

y Bar

y Pub

When do you usually consume drinks and how often?

y In a party





BIBLIOGRAP H Y

www.researchandmarkets.com

www.wikipedia.com

www.kingfisherworld.com

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JIT - Garima