United Breweries Holdings LTD

United Spirits

LTD

MCF LTD

Kingfisher

UB Enginee

ring

Introduction to UB GROUP

HISTORY OF UB GROUP

It all began with 5 breweries in South India.

United Breweries, as these breweries were named in 1915 has come a very long way.

The company was bought by late Mr. Vittal Mallya in 1947

Is a conglomerate of different companies with a major focus on the brewery (beer) and alcoholic beverages industry

Today each one of the 32,000 Beer outlets in India sells one brand or the other from United Breweries.

KINGFISHER- BRANDKingfisher stands for excitement, youth and

camaraderie.

Kingfisher, the bird is known for its keen instinct, and perfect aim.

It zeros on its target with unfaltering focus.

All its colors represents energy, youthfulness, enthusiasm, freedom with a touch of formality and discipline.

COMING UP KINGFISHER CALENDAR

Beer Airlines Fashion Collection Sports Calendar King Club – 5star

Hotels

BRANDS

BRAND REPOSITIONING

COMING UP KINGFISHER CALENDAR

ANSOFF MATRIX

KINGFISHER BEER

Competitors Rivalry

Moderate to High

Threat of substitutes

Low

Bargaining power of buyers

Moderate to High

Bargaining power of suppliers

Low Threat of new entrants

Low to Moderate

PORTER`S MODEL FOR BEER INDUSTRY

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

Indian beer market with a 40% market share

Its flagship Kingfisher brand alone commands 25% market share.

The company has however been focussing on strong beer, which has driven growth

The market is now skewed towards strong beer with more than 60% of the market being strong beer market.

PRODUCT LINEKingfisher Premium beerKingfisher Strong beerKingfisher Draught beerKingfisher Blue beerKingfisher ultra mild

Sab Miller

Royal Challenger

Haywards

Fosters

KINGFISHER BEER - COMPETITORS

Strength

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

Weakness

• Too much diversified

Opportunity

•Brand 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

SWOT ANALYSIS

Kingfisher ( Mild) Kingfisher ( Strong)

Youth drinking for fun

Urban women who drink light

First –time drinkers who drink for experience

Those who want something stronger to the light beer.

Regular drinkers who prefer stronger flavour

TARGET MARKET

• No. 1 selling product in its segment.• Good product quality.

PRODUCT

• 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

• Its both mild and strong beer segment uses competitive pricing strategy

PRICE

• 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

4 P’S OF KINGFISHER BEER

DIAGNOSTICSTap the rural marketIntroduce low calorie beerOpen their own outlets i.e : forward integration

KINGFISHER AIRLINES

ABOUT KINGFISHER AIRLINESKingfisher Airlines Limited is a

major Indian airline based in Mumbai.

Kingfisher Airlines, through one of its holding companies United Breweries Group, has a 50 percent stake in low cost carrier Kingfisher Red.

 In May 2009, Kingfisher Airlines carried more than a million passengers, giving it the highest market share among airlines in India.

 Kingfisher airlines market share as on 15th

march 2010 is 22.27%.

It is India’s leading airline industry after Jet Airways.

Kingfisher First Kingfisher Class Kingfisher Red

KINGFISHER AIRLINES

PRODUCT LIFE CYCLE

KINGFISHER AIRLINES

UNDERSTANDING CUSTOMER NEEDS

TARGET MARKET OF KFA

Kingfisher Airlines has a clearly defined target audience-

Age group of 25-45 years of age.

This segment has traveled extensively and is aware of international travel trends.

They are modern, trendy and upwardly mobile looking for a great flying experience.

POSITIONING OF KFAKingfisher Airlines is not merely into the

business of transporting people from point A to point B.

KFA has created a new category of Aviation hospitality thus making service and hospitality their main focus.

EMIRATES

JETKINGFISHER

DECCAN

SPICE

Quality Of Service(HIGH)

Quality Of Service(HIGH

PRICE(HIGH) PRICE(LOW)

PERCEPTUAL MAPPING

MARKETING STRATEGIES

Appealing promotional line “Fly the good times” and it reflected in the experience the company offered to its passengers.

The company gave best services to its customers like providing world class interiors and in-flight entertainment systems.

The company started addressing its customers as “GUEST” rather than passengers.

The company came up with only one class airlines.

Kingfisher evolved continued to pursue aggressive marketing strategies.

FRONTAL ATTACK

MARKET EXPANSION

Acquisition of Air Deccan added a flanker product to serve the price-sensitive market segment.

Entered into the new market segment – the international sector.

Its coverage to more cities, especially the Tier II cities.

HORIZONTAL DIVERSIFICATION

DIAGNOSTICS

Fuel efficiency

Increase number of flights and reach to cities

Kingfisher Red ads can be more subtle focusing on safety, comfort & experience

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

KINGFISHER MINERAL WATER

MARKET SHARE OF JAIPUR

PLC

KINGFISHER MINERAL WATER

DISTRUBUTION CHANNEL

•Distribution network consisting of three levels :Between the company to C&F and then to the consumers, i.e. Distributors and retailers.

•Plant supplies directly to the C&F and then to the distributors from where it generated its primary sales.

•Kingfisher has 108 Distributors that are scattered all over Rajasthan

THE PRODUCT OFFERING

Core Benefit

Generic Product

Expected Product

Augmented Product

Potential Product

LIMITATIONS

Unable to provide chilled water

Poor after sales service

No stress on the massive advertisement of the product

Packaging of the product not attractive

Poor distribution channels & irregular visits to the market.

THREATS FACED

Bisleri, Aquafina and other companies are serving packaged drinking water in all over India.

Consumers are becoming more brand loyal rather than quality conscious.

Attractive schemes are provided by the competitors for their brand promotion.

Eureka Forbes and Aqua guard are trying to capture the market.

Public Relation & Promotional activities are inadequate in Jaipur city.

DIAGNOSTICS After sale services should be improved.

Regular visit should be maintained for proper supply.

Increase no. of distributors.

More schemes should be launched by the company and organization.

Sales promotion tools

Packaging should be standardized & made attractive.

Advertisement in local newspapers and magazines.

Awareness camps to promote Kingfisher mineral water.

POP,FOR,POD,CANNABALIZATION,KCI

POINT OF PARITY Kingfisher Mineral water Should be pure Should not be adulterated

Kingfisher Liquor Should contain certain % of alcohol

Kingfisher Airlines Should reduce your travel time Travel should be comfortable

FRAME OF REFERENCE (FOR)

Kingfisher Mineral Water Bisleri, Aquafina, Kinley, Evian

Kingfisher Liquor Fosters, Carlsberg, Hayward's, Budweiser

Kingfisher Airlines Jet Airways, Indian Airlines, Air India, Emirates,

Lufthansa

POINT OF DIFFERENTIATION

Kingfisher Airlines First Class services on domestic routes 1st and only airline in India to provide inflight

entertainment on every seat

Kingfisher Liquor Variants Offered

Kingfisher Mineral Water The Himalayan Aspect

CANNIBALIZATION

Lets take an example of Whiskey ,

- Royal Challenge

- Royal Stag

KEY CONSUMER INSIGHT

Kingfisher Airlines

Consumers wanted a airline which provided them with a 5 star flying experience and on time performance

BRANDING INITIATIVES

Co-branding initiatives with American Express Corporate card, Airtel, Goa tourism, Malaysia Tourism.

Launched aggressive advertisingMarketed itself with NDTV Good TimesSignup for the new brand ambassador

PROMOTIONAL STRATEGIES-GO KING GO!!!!!!!!!!!

Kingfisher has adopted a 360 degree approach

Along with in-flight Entertainment system, Kingfisher is coming up with path-breaking Partners Program.

Brand activation at multiple consumer touch-points like multiplexes, malls, restaurants, pubs, events etc.

BRANDING STRATEGIES (CONTD)

Kingfisher Airlines has launched the ‘King Credit Card’, a co-branded credit card with India’s leading bank, ICICI Bank

Collaboration with watch companies to provide exclusive watch collections in the airplanes

Investing in sports & entertainment for its promotion

(Derby, F1 Race, DLF IPL)

Kingfisherworld.com

SALES PROMOTIONAL STRATERGIES

E-MARKETING

COMING UP KINGFISHER CALENDAR