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KINGFISHERThe King of Good

Times

Presenter : Rohan Malhotra.

Faculty: Jayanta Ghosh.

Kaveri Narang.

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What Business are we in?

BEER

Accounts for 70% of the total Indian

Market

Kingfisher alone is 30% of the beermarket.

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PEST-G Analysis

Political/Legal/Regulatory:

Alcoholic beverage industry isregulated by government controls.

3 types of markets:

Auction

Quasi- Government

Free Market

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PEST-G

ECONOMIC:

Imports hoppes from abroad incontainers and bottles it here locally.

Fluctuations in exchange rate policycan affect the business plan forecast.

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PEST-G

SOCIAL:

Different beer for different segment

Age group: 18-24 beer drinkers

Industry divides the target audiencesinto 3 segments:

1.Fun lovers.2. Social Drinkers.

3. Hardcore Loyals.

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PEST-G

TECHNOLOGICAL:

Liquor industry is a non- technology

intensive industry.A key reason whylocal breweries like the Kalyani andJupiter thrive in the remotest cornerof the country. Product quality is not

as important to the consumer, aseconomic pricing.

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PEST-G

G EO-PHYSICAL:

The brand has helped towards employeebenefit programs. They include theKingfisher fund which help poorchildren in the form of night schools,

free dispensary facilities.

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SWOT

STRENGTHS: Production

Sales

Strong Distribution Reach:

Marketing Expertise/Prowess

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SWOT

WEAKNESS:

Skew towards single category

Government Policies

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SWOT

OPPORTUNITIES:

Joint Ventures

New Sale

Packaging innovations to extendreach

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SWOT

THREATS:

Entry of the MNC S

Ban on Advertising

Exchange rate fluctuations

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MARKETING MIX

PRODUCT: Product adaptation strategyadapted to market Kingfisher, that is

different variances of the same product indifferent countries.

Eg; the consumers of West Bengal prefer,a slightsweet taste in the beer, whereas the consumers in

England like strong bitter taste.

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MARKETING MIX

PLACE:MANUFACTURER

DISTRIBUTOR

WHOLESALER

RETAILER

CONSUMER

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MARKETING MIX

PRICE: Price is set taking into account all thecosts right from the time it is manufactured tillthe time it reaches the hands of the finalconsumer.

Similarly the price of a bottle here is Rs39whereas the price of a smaller bottle of thesame brand costs $6 in the U.S. WHY?

Because, the company has to chargetransportation, distribution, handling chargesand govt. duties in order to get the final cost.

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MARKETING MIX

PROMOTION:

HEAVY ADVERTISING

RETAIL PROMOTIONS

CONSUMER PROMOTIONS.