The king of good times

Manish pandeyUOM Mysore University

Presentation on

MS RAMAIAH INSTITUTES OF MANAGEMENTMS RAMAIAH INSTITUTES OF MANAGEMENT

“Drinking beer will not reduce your sorrow neither drinking milk

so lets ‘cheers’ to beer”

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

“Beer is proof that God loves us and wants us to be happy.”

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

“Alcohol may be man's worst enemy, but the bible says love your enemy.”

• 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 60 countries and also on

international flights. • Every third beer sold in India is Kingfisher.• India’s 1st global consumer brand – Kingfisher.

About the company

As A Brand

BeerFashion

CollectionSports

Swimsuit Calendar

Kingfisher stands for excitement and youth Kingfisher, the bird known for its keen extinct and

perfect aim All its color represents youthfulness, energy, enthusiasm ,

freedom with a touch of formality and discipline. Today Kingfisher Strong is India’s largest selling beer

brand.

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.

Products & PricesVARIANTS

Kingfisher PremiumKingfisher StrongKingfisher Strong FreshKingfisher DraughtKingfisher UltraKingfisher BlueKingfisher Red

Today Kingfisher Strong is India’s largest selling beer brand.

650ml @ Rs.90330ml @ Rs.55CAN 500ml @ Rs.75330ml @ Rs.52 

500ml @ Rs.70

650ml @ Rs.90330 ml Rs.47Can 500ml Rs.70330ml Rs.49

650ml @ Rs.85330ml @ Rs.53CAN 500ml @ Rs.60330 @ Rs. 505ltr 900 

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.1.SAB Miller : Haywards, Royal Challenge,

Knock Out, Foster2.Anheuser-Busch : Budweiser3.Carlsberg (South Asian Breweries)4.Heineken (Asia Pacific Breweries)5.Castle Lager6.Cobra

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.

PROMOTION

• Its tagline ‘King of good times’ is one of the most popular and successful taglines.

• Since advertising of liquor is banned in India Kingfisher uses surrogate methods like using mineral water and sodas.

• It rolls out calendars and sponsors sports events for promoting its brand.

Price

• In both mild and strong beer segments kingfisher uses competitive pricing strategy.

650ml

330ml

• Rs.90

• Rs.50

• 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

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

Source of information

• Internet

www.kingfisherworld.com

www.theubgroup.com

Statutory warning: Consuming alcoholic drinks is injurious to health.

THANK YOU