Introduction to UB GROUP

United Breweries Holdings LTD

United Spirits LTD

MCF LTD

Kingfisher

UB Engineering

HISTORY OF UB GROUPy It all began with 5 breweries in South India. y United Breweries, as these breweries were named in 1915

has come a very long way.y The company was bought by late Mr. Vittal Mallya in

1947y Is a conglomerate of different companies with a major

focus on the brewery (beer) and alcoholic beverages industryy Today each one of the 32,000 Beer outlets in India sells

one brand or the other from United Breweries.

KINGFISHER- BRANDy Kingfisher stands for excitement, youth and

camaraderie.y Kingfisher, the bird is known for its keen instinct,

and perfect aim.y It zeros on its target with unfaltering focus. y All its colors represents energy, youthfulness,

enthusiasm, freedom with a touch of formality and discipline.

BRANDS Beer Airlines Fashion Collection Sports Calendar King Club 5star Hotels

BRAND REPOSITIONING

ANSOFF MATRIX

ABOUT KINGFISHER BEERy UB (United Breweries Ltd.) is the market leader in

the Indian beer market with a 40% market sharey Its flagship Kingfisher brand alone commands 25%

market share.y The company has however been focussing on strong

beer, which has driven growthy The market is now skewed towards strong beer with

more than 60% of the market being strong beer market.

PRODUCT LINEy Kingfisher Premium beer y Kingfisher Strong beer y Kingfisher Draught beer y Kingfisher Blue beer y Kingfisher ultra mild

KINGFISHER BEER - COMPETITORSy Sab Miller y Royal Challenger y Haywards y Fosters

SWOT ANALYSIS

StrengthStrongest Worldwide Distribution Network Oldest and Largest Player in India Worldwide known brand Huge finance backing from UB group

Weakness Too much diversified

OpportunityBrand extension benefits Changing lifestyles of middleclass Increase in disposable income Beer consumption is increasing

Threat High Taxes & Regulations Restriction on Advertising International players entering India

TARGET MARKETKINGFISHER ( MILD) KINGFISHER ( STRONG)y Youth drinking y Those who want

for fun y Urban women who drink light y First time drinkers who drink for experience

something stronger to the light beer. y Regular drinkers who prefer stronger flavour

4 PS OF KINGFISHER BEERPRODUCT

No. 1 selling product in its segment. Good product quality. Kingfisher has an online marketing system Available throughout India Kingfisher has its tie-ups with large retailers Kingfisher has also its associations with the lounges which goes hand in hand with its brand image

PLACE

PRICE

Its both mild and strong beer segment uses competitive pricing strategy Its tagline King of good times is one of the most popular & successful taglines Kingfisher uses surrogate advertising since the advertisement is banned It rolls out calendars & sponsors sports events for promoting the brand

PROMOTION

DIAGNOSTICSy Tap the rural market y Introduce low calorie beer y Open their own outlets i.e : forward integration

KINGFISHER AIRLINES

ABOUT KINGFISHER AIRLINESy Kingfisher Airlines Limited is a

major Indian airline based in Mumbai. holding companies United Breweries Group, has a 50 percent stake in low cost carrier Kingfisher Red.

y Kingfisher Airlines, through one of its

y In May 2009, Kingfisher Airlines carried

more than a million passengers, giving it the highest market share among airlines in India. march 2010 is 22.27%.

y Kingfisher airlines market share as on 15th

y It is Indias leading airline industry after

Jet Airways.

KINGFISHER AIRLINES

Kingfisher First

Kingfisher Class

Kingfisher Red

UNDERSTANDING CUSTOMER NEEDS

TARGET MARKET OF KFAy Kingfisher Airlines has a clearly defined

target audiencey Age group of 25-45 years of age. y This segment has traveled extensively and is

aware of international travel trends.y They are modern, trendy and upwardly

mobile looking for a great flying experience.

POSITIONING OF KFAy Kingfisher Airlines is not merely into the

business of transporting people from point A to point B.

y KFA has created a new category of

Aviation hospitality thus making service and hospitality their main focus.

MARKETING STRATEGIESy Appealing promotional line Fly the good times and it

reflected in the experience the company offered to its passengers.

y The company gave best services to its customers like

providing world class interiors and in-flight entertainment systems.

y The company started addressing its customers as GUEST

rather than passengers.

y The company came up with only one class airlines. y Kingfisher evolved continued to pursue aggressive

marketing strategies.

FRONTAL ATTACK

MARKET EXPANSIONy Acquisition of Air Deccan added a flanker

product to serve the price-sensitive market segment.y Entered into the new market segment the

international sector.y Its coverage to more cities, especially the Tier II

cities.y HORIZONTAL DIVERSIFICATION

DIAGNOSTICSy Fuel efficiency y Increase number of flights and reach to cities y Kingfisher Red ads can be more subtle focusing on safety, comfort

& experiencey It can be along the lines of "Queen of your heart deserves to fly

like one" campaign which focused on emphasizing a comfortable journey for women

BRANDING INITIATIVESy Co-branding initiatives with American Express Corporate card,

Airtel, Goa tourism, Malaysia Tourism. y Launched aggressive advertising y Marketed itself with NDTV Good Times y Signup for the new brand ambassador

BRANDING STRATEGIES (CONTD)y Kingfisher Airlines has launched the King Credit Card,

a co-branded credit card with Indias leading bank, ICICI Banky Collaboration with watch companies to provide exclusive

watch collections in the airplanesy Investing in sports & entertainment for its promotion

(Derby, F1 Race, DLF IPL)y Kingfisherworld.com

E-MARKETING