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The king of good times
Guneet kaur saluja Taijasa bhatkarSohini ghosh
Presentation on
1857 - Mr. Thomas Leishman formed United Breweries Ltd.
1947 - Mr. Vittal Mallya became the first Chairman of Indian Origin.
1974 - International beer exports began to Aden and Middle East.
1983 - Dr. Vijay Mallya became the Chairman of the UB group.
Introduction
To be the recognized leader in our target markets.
To be the preferred employer wherever we operate.
To recognize the value of our human assets.
To be the partner of choice for customers, suppliers, and other creators of innovative concepts
Beverage Alcohol
Pharmaceuticals
Aviation
Fertilizers
International Trading
Media
Construction
Fashion Clothing
• UB Group
• The UB Group, is the market leader
• The Group has a huge turnover
• Swimsuit Calendar.
• Won more than 6 International Awards
About the company
Beer• 50% market share nationally.• Sold in over 52 countries and also on international flights. • Every third beer sold in India is Kingfisher.• India’s 1st global consumer brand – Kingfisher.
Spirits• 54% market share in the domestic market. • 2nd largest player in the world.
About the company
As A Brand
Beer
Airlines
Fashion Collection
Sports
Swimsuit Calendar
Classifications•Lager: It is stored for a specified period before being bottled or canned. • Pilsner: A type of lager beer, it is light with 3.0 - 3.8% alcohol and has a medium hp flavor. • Ale: Top fermented, this kind of beer has distinct hop aroma. The alcohol content is around 4 - 5%. •Stout: Dark with burnt flavor and strong malt aroma; it is heavily hopped and contains 5 - 6.5% alcohol. • Porter: This is less dark than stout, even less hopped and is somewhat sweet. Alcohol content is around 5%.• Creamy Ale: A highly carbonated beer that is produced by a combination of Ale and lager.• Malt: A strong flavored, high alcohol content beer that ranges in flavor and colors.
Market Share & Growth
BEER MARKET SHARE In INDIA
UB 50%SAB Miller 36%
COBRA 9% Others 5%
KINGFISHER BRAND MARKET SHARE
(BEER)
SAB Miller 36%
COBRA 9%Others 5%Other UB
Brands 21%
UB Kingfisher Brand 29%
Making A Mark
strategies….
Mark of a brand name Kingfisher
• Tying up with large department stores like Food world for retailing its Beers.
• In association with number of Very Classy, Up market & Stylish bars & lounges.
• Aggressive Advertising at Outlets & Pubs.
• Better Retailing outlets to be opened under Kingfisher Brand.
• Venturing into other Business with same Brand name, hence increasing Brand Name & Publicity.
competitors
Fighting CompetitionsPresently distributing brands of Beer in India and
Globally• Haywards: Most well known for its label. Sells mild
beer rarely super strong Haywards 10000,19%market share
• Fosters: 25% market share• Budweiser: 6% market share• Carlsberg: Danish Brewing, 5th largest in the world,8%
4P’s Of Marketing
Product• No.1 selling product in its segment.• Good quality raw material is used to maintain the
quality standards.• Consistency of product quality is high.• Always tastes fresh due to good quality and well
developed distribution network.
Price
• In both mild and strong beer segments kingfisher uses competitive pricing strategy.
• Kingfisher 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 4SKUs- 650ml & 330ml bottles and 500ml & 330 ml cans.
•Kingfisher 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
•Kingfisher Draught: It is packaged in a 500 ml cans
•Kingfisher Ultra: It was launched in Mumbai on 18th September, 2009. It is an entry in the premium beer segment in the country to compete with international players
• It is available throughout India, and is dominant particularly in south and west India.
• UB has 16 company owned breweries apart from 9 contract breweries in 20 different location across the country.
• Kingfisher also has a presence in 60 countries.• It has some sixteen hundred shops apart from
pubs and bars. Better retailing outlets are also to be opened under the Kingfisher Brand.
Place
Promotion
•Kingfisher tagline ‘King of good Times’ is one of the most popular and successful taglines in India.
•Recently it also started merchandising sports goods and trendyclothing and accessories under kingfisher brand name
•It 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
•Promotion strategy: Company spent 21.38% of net sales on advertisements and BRAND Promotion this year compared to 19.44% last year
OLD LOGO NEW LOGO
Analysis kingfisher
beer….
STP for Kingfishers
Beer
Segmentation
• Geographic segmentation: It is available through out India and is dominant in particularly in south and west India.
• Demographic Segmentation- Age basis
Youth: 16 to 25yrs. (kingfisher mild)
Adults: 25yrs & above (kingfisher strong)• Segmentation based on Situation:
Birthdays, Anniversary, New year parties etc.
“Alcohol is the cause and the solution to many of life's problems.”
Targeting
• Kingfisher has 2 different products for different market segments.
“Friends don't let friends drink Light Beer”
Positioning
• Kingfisher positioned itself as a brand for successful & professional individuals who are always ready to take a break, party or just chill out.
• It has positioned itself as “The King of good times”.
Repositioning
Kingfishers SWOT
Analysis
Worldwide known Brand
Oldest & Largest Player In India
Huge Finances backing from UB Group
Strongest Worldwide Distribution System.
Different Brands under Same Company
High Concentration on Strong Beer Market
Beer consumption is increasing
Reduction in Taxes
Brand Extension Benefits
High Taxes & Regulations
Prohibition on Advertising
Indian Culture is a Major Hindrance
Many International Player Entering In India