NO. 1 BEER BRAND SEGMENT IN

INDIAN MARKET

PREPAIRED BY

ANKUSH NAGARWARROLL NO.76

BEERS Beer is one of the world's oldest

prepared beverages, possibly dating back to the early Neolithic

or 9000 BC

Ingredients OF

BEERS

Water

Clarifying agent

Starch source

Hops

Yeast

Types of beer

Lager Ale Amber Bitter Beer Fruit Beer India Pale

Ale Mild Beer Stout Strong beer

BEER IN INDIAN MARKET The beer market in India is estimated to be

over Rupees 3000 corers

The beer market in India is pegged around 12 million hectolitres.

Increase in purchasing power and growing popularity of beer makes India a market of high potential, with 15 per cent to 30 per cent annual growth.

Available brands in INDIA

Kingfisher Premium Kalyani Black Label Royal Challenge Fosters Castle Lager Haywards Kingfisher Strong Knock Out Canon 10000

Imported Beer Brands in INDIA Hoegaarden:

It is a Belgian witbier(white beer) with 4.9% alcohol content

Indus Pride:

Indus Pride, which was launched in Rajasthan last October

No. 1 brand in INDIA

largest selling brand 30% share

Target markets• Youth who drink for

fun• First-time drinkers

who drink for experience

• Urban women who prefer to drink light

Kingfisher Mild (Alcohol<4%)

• Those who want to light beer to something stonger

• Regular drinkers who prefer stronger flavour

Kingfisher Strong

(Alcohol>4%)

Why No. 1 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.

Hangover due to heavy consumption is very mild.

Where it is available?

20 different breweries locations across the country.

Kingfisher also has an online marketing system.

Sixteen hundred shops apart from pubs and bars

Association with number of Very Classy, Up-market & Stylish bars & lounges which goes hand in hand with its brand image

Price

In both mild and strong beer segment Kingfisher uses competitive pricing strategy.

650ml

• Rs.65

330ml• Rs.35

Promotion

Kingfisher tagline “King of good times”

Kingfisher uses surrogate advertising methods like using mineral water and sodas.

Aggressive advertising at Outlets & Pubs.

Promotion

Merchandizing sports goods and trendy clothing and accessories under Kingfisher brand name.

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

Sponsoring events like fashion shows, sportspersons like Narain Karthikeyan, East Bengal soccer team.

Market share

42 % 38%

14% UB Gr.

SABMiller

Other

The major brands SABMILLER India Ltd. –Knock-Out,

Royal Challenge Premium Lager, Haywards 2000 Premium Lager, Haywards 5000 Super Strong Continental ,Castle & Lager,Fosters and Peroni.

Anheuser-Busch – Budweiser, Becks ,Cobra beer & Diageo

Asia pacific breweries - Heineken ,tiger, Barons strong brew

Carlsberg(South Asian breweries)- Carlsberg, Okacim palone

Thank

you