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8/3/2019 Kingfisher Beer (VIPIN ARORA)
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Project Report On
Advertising & Sales Promotion
Submitted to: Submitted by:
Ms. MONICA MOR VIPIN ARORA
PG20102425
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INTRODUCTION OF THE PRODUCT
1857 - Mr. Thomas Leishman formed United Breweries Ltd.
1947 - Mr. Vittal Mallya became the first Chairman of IndianOrigin.
1974 - International beer exports began to Aden and Middle East. 1983 - Dr. Vijay Mallya became the Chairman of the UB group .
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Kingfisher is one of the oldest, most widely recognized andrespected brands in India.
Ever since its inception, the brand has not only succeeded inguarding its numerouno status, but has also been able to evolve
into one of the most contemporary and aspirational youth icons of
today.
It is the only brand in the category to successfully straddle the miland the strong beer category of the country, together selling in
excess of 105mn cases.
First manufactured beer in 1944 under the label Exports. Introduces Kingfisher in 1978 It is the largest selling brand in India. It commands a 50% share in the beer market. Recorded a 14% growth in the year 10-11.
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STP PROCESS
SEGMENTATION
Geographic segmentation: It is available throughout 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.
ARGET AUDIENCE
Kingfisher has 2 different products for different market segments.
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DEMOGRAPHICS:
Age: 25-35 years
Region: India, urban population
Occupation: White-collar service/professional
Sex: Male
Religion: Insignificant
Social class: Middle and upwards
Family life cycle: Young, single/married.
PSYCHOGRAPHICS:
Lifestyle: Easy going, chilled out person whos always willing to take
a break and party with his pals, as long as the sun is shining and the beer
is flowing.
BEHAVORIAL:
Occasions: Regular user
User status: Repeat user
Loyalty status: Near absolute
Readiness Stage: Informed
Attitude toward product: Enthusiastic, positive
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POSITIONING
Kingfisher stands for youth, excitement and fun. It is also perceived as a health drink, particularly by sports
enthusiasts.
Kingfisher associates itself with Indian cuisine (curry, kebabs).
PROMOTIONAL STRATEGIES
Since advertising of liquor is banned in India, Kingfisher usessurrogate advertising methods like using mineral water and sodas.
Each year Kingfisher brings out new calendars featuring topmodels in swimwear.
Kingfisher's association with sports started with the Sailing Rallyfrom Bombay to Goa, moving on to the sponsorship of West Indies
Cricket team in 1996 and the Benetton Formula 1 team in 1996.
The brand's association with cricket continued with thesponsorship of Indian cricketing icons like Saurav Ganguly and
Ajay Jadeja in the late 90s.
Kingfisher also sponsors the East Bengal Football Club (AsianChampions 2003) and promotes Baichung Bhutia, one of the most
popular footballers in the country.
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Kingfisher also hosts Corporate 5s' an annual five a side footballevent for corporates at the national level.
360 degree approach of advertising Basic media Surrogate Advertising- KINGFISHER MINERAL WATER PR- INOX multiplexes in Mumbai publicized
How did kingfisher manage to successfully straddle the mild and
the strong beer category of the country?
By being consistent in its brand promise of being the 'King of Good
Times'. Translated, this means that the brand acts as a catalyst in
making any moment truly exceptional and memorable. True to its
positioning, and the fun platform that it has consistently occupied, the
brand's marketing initiatives have always been through sponsorships and
associations with sports, fashion and fun events, transforming it into atrue lifestyle brand.
KINGFISHER BEER MARKET SHARE
Other UB Brands
21%
UB Kingfisher
Brand 29%
SAB Miller 36%
COBRA 9% Others 5%
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ADVERTISEMENT OF KINGFISHER BEER
KINGFISHER follows surrogate advertising. This is one of theway of advertising of kingfisher. Kingfisher has connected itselfwith IPL teams and it says that divided by team and connected by
Kingfisher. Thus, kingfisher is using IPL teams to advertise itself.
WHY SURROGATE ADVERTISING?In India advertising alcohol is banned so Kingfisher follows
surrogate advertising. Kingfisher just advertises its mineral water
and soda and whenever they are advertise kingfisher as a beer alsocomes in the mind of the people. This is the way of surrogate
advertising. This kind of advertising is used by mostly every
alcohol brands of India.
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ADVERTISING AGENCY
MEDIA MEMBERS:
Email: [email protected] Breweries Limited
UB City, 24 Vittal Mallya Road,
Bangalore
IMC TOOLS
ADVERTISEMENT:
In the earlier days of Kingfisher advertisements, the OLA LALLALA song was a major hit and it attracted millions of youth to dance
in its tune. The add was backed up by Sportstars like, Ajay Jadega,
Sourav Ganguly. It created a huge interest in the minds of new
consumers.
The flagship brand Kingfisher Premium Lager Beer has, over theyears, been associated with several lifestyle platforms. The efforts
were further strengthened through our association with India
mailto:[email protected]:[email protected]:[email protected]8/3/2019 Kingfisher Beer (VIPIN ARORA)
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Fashion Week and Kingfisher Fashion Awards during the year
under review. Kingfisher has also initiated its foray into sports
merchandise with the launch of Reebok Kingfisher East Bengal
Jersey.
Launched in all markets, the new look Kingfisher with the flyingbird symbolizes the soaring presence of your Companys product
meeting the changing aspirations and needs of an emerging young
consumer class. Kingfisher was truly the King of Good times at the
Mumbai Marathon which is becoming a major sporting event in
India. Kingfisher was the official water partner at the 42 Kilo Metre
Marathon which drew 26000 participants from various parts of the
world.
Kingfisher Swim Suit Calendar, a showcase for the Indian fashionindustry today, is a rare combination of photography, fashion, sun,
surf and sandsymbolizing life, fun and beauty. The third edition
of Calendar bagged the prestigious FAB Award at the 7th
International Food & Beverages Creative Excellence Awards 2005
held in London.
CONCLUSION
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 stigma associated with the consumption ofalcoholic drinks has also gone down; as a result the beer companies are
trying to get more associated with everyones life.
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