kingfisher beer 111

8/2/2019 Kingfisher Beer 111

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The king ofgood times

Rakesh shetty

Rakesh h

Rajkumar lambani

Rajesh s

Presentation on


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INTRODUCTION

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.


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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

MISSION


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Beverage Alcohol

Pharmaceuticals

Aviation

Fertilizers

International Trading

Media

Construction

Fashion Clothing

PORTFOLIO


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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


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Beer

50% market share nationally.

Sold in over 52 countries and also on international flights.

Every third beer sold in India is Kingfisher. Indias 1st global consumer brand Kingfisher.

Spirits

54% market share in the domestic market.

2nd largest player in the world.

ABOUT THE COMPANY


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Beer

Airlines

Fashion Collection

Sports

Swimsuit Calendar

AS A BRAND


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Lager: It is stored for a specified period before being bottled orcanned.

Pilsner: A type of lager beer, it is light with 3.0 - 3.8% alcoholand has a medium hp flavor.

Ale: Top fermented, this kind of beer has distinct hop aroma. Thealcohol content is around 4 - 5%.

Stout: Dark with burnt flavor and strong malt aroma; it is heavilyhopped and contains 5 - 6.5% alcohol.

Porter: This is less dark than stout, even less hopped and issomewhat sweet. Alcohol content is around 5%.

Creamy Ale: A highly carbonated beer that is produced by acombination of Ale and lager.

Malt: A strong flavored, high alcohol content beer that ranges in

flavor and colors.

CLASSIFICATIONS


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MARKET SHARE &GROWTH IN INDIA


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KINGFISHER BRAND

MARKET SHARE


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Tying up with large department stores like Food world for retailingits Beers.

In association with number of Very Classy, Up market & Stylishbars & lounges.

Aggressive Advertising at Outlets & Pubs.

Better Retailing outlets to be opened under Kingfisher Brand.

Venturing into other Business with same Brand name, henceincreasing Brand Name & Publicity.

MARK OF A BRAND NAME

KINGFISHER


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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

4 PS

PRODUCT


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In both mild and strong beer segments kingfisher uses competitive pricingstrategy.

Kingfisher Strong: The brand was launched in 1999 to cater to thegrowing strong beer segment in the country. Today, Kingfisher Strong

is Indias largest selling beer brand. It is available in 4SKUs- 650ml &330ml bottles and 500ml & 330 ml cans.

Kingfisher Strong Fresh: Kingfisher Strong Fresh is the first everstrong draught beer available in the Indian market. It is packaged in a500 ml cans

Kingfisher Draught: It is packaged in a 500 ml cans

Kingfisher Ultra: It was launched in Mumbai on 18th September,2009. It is an entry in the premium beer segment in the country tocompete with international players

PRICE
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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 theKingfisher Brand.

PLACE


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Kingfisher tagline King of good Times is one of the most popularand successful taglines in India.

Recently it also started merchandising sports goods and trendyclothing and accessories under kingfisher brand name

It promotes itself by sponsoring events like fashion shows,sportspersons like Narain Karthikeyan, east Bengal soccer team,UBpromoter also acquired a Formula One Team- Force India

Promotion strategy: Company spent 21.38% of net sales onadvertisements and BRAND Promotion this year compared to19.44% last year

PROMOTION


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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 (kingfisherstrong)

Segmentation based on Situation:Birthdays, Anniversary,

New year parties etc.

STP

SEGMENTATION


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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.

POSITIONING

Repositioning


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Strength

Strongest Worldwide Distribution System.

Huge Finances backing from UB Group Oldest & Largest Player In India

Worldwide known Brand

Weakness

Different Brands under Same Company

High Concentration on Strong Beer Market

SWOT

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Opportunity

Beer consumption is increasing

Reduction in Taxes Brand Extension Benefits

Threat

High Taxes & Regulations

Prohibition on Advertising

Indian Culture is a Major Hindrance

Many International Player Entering In India

SWOT

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ANYQUESTION


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THANK

YOU

kingfisher beer 111

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