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Literature Review

Literature Review

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Published by stanwilsequeira

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Published by: stanwilsequeira on Oct 11, 2010
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02/26/2011

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LITERATURE REVIEW
This internet referencehttp://www.slideshare.net/arindam_dasis describesabout the kingfisher history.
Parent company of Kingfisher, United breweries was established in 1857 with thename Castle breweries. It was renamed to United Breweries in 1915 and startedmanufacturing beer from the year 1944 under the label Exports Beer. UB groupstarted exporting beer to Middle-East from 1974 and in the year 1978 it launchedKingfisher brand. Market Position: It is the largest selling brand in India andcommands more than 30% share in the beer market. In 2005-2006 it recorded 28%growth. Target markets: Kingfisher has two different products for different marketsegments. Kingfisher Mild (Alcohol<4%) Kingfisher Strong (Alcohol>4%) Youth who drink for fun • Those who want to light beer to • First-time drinkerswho drink for something stonger experience • Regular drinkers who prefer stronger • Urban women who prefer to drink light flavour Product No. 1 selling product inits 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 andwell developed distribution network. Hangover due to heavy consumption is verymild. Place It is available throughout India, and is dominant particularly in Southand West India. UB has 16 company-owned breweries apart from nine contract breweries in 20 different locations across the country. Kingfisher also has a presence in 60 countries. Kingfisher also has an online marketing system. Anyconsumer can go to www.Kingfishernetshop.com and get their beer- a mini mumof six bottles home delivered. This move has been a big draw with info tech professionals and district women drinkers. It also has some sixteen hundred shopsapart from pubs and bars. Better retailing outlets are also 6 to be opened under the
 
Kingfisher Brand. Page Kingfisher also has tie-ups with large department storeslike ‘Foodworld’ for retailing its Beers.
Book: The complete Encyclopedia of Beer(An expert and comprehensive directory to the beers of the world)Author: B. Verhoef 
In this book, the complete encyclopedia of beer, the author described about the brewing process and the history of beer.This reference book also contains lots of interesting facts over eight hundred beer  brands and their breweries and many beautiful photos of bottles, cans and labels.As well as beers from the main beer countries such as Germany, England, TheCzech Republic and Belgium. You will also find beers from the smaller and lesswell- known ones, such as Fine land, Italy, and Spain, and of course the Netherlands is also given the comprehensive coverage in this review.
This internet referencehttp://www.kingfisherworld.com/corporate/corporate-brand.htmis described about the kingfisher beer.
The Beer brands manufactured and marketed by United Breweries Ltd have always been recognized for their international quality. That's Beer at its best for thediscerning consumer!Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeroson its target with unfaltering focus. It is a very vibrantly coloured bird. All
 
of its colours represent energy, youthfulness, enthusiasm, freedom with atouch of formality and discipline. No wonder, that this bird with an eye for right focus and an aim for succeeding in its attempt became the mascot for The Kingfisher brand of Beer from the stables of UB group.Since the launch, Kingfisher Beer has become one of the largest selling beer  brands in the world. "It's flying" and the mood is upbeat - both within theCompany and among consumers.The new look designed by the UK based packaging specialists, Claessens, isrepresentative of the brand in full flight, in a supportive environment. Itreflects the energy, youthfullness and freedom that are characteristic of the brand's target consumer and reiterates its contemporary positioning.
This internet referencehttp://www.crc.dk/flab/qulity.htmis describes aboutthe standard maintaining of kingfisher beer.
The finished beer is either bottled, canned or filled into kegs. It may be tunnel pasteurised, flash pasteurised or aseptically bottled. In either case the beer mustappear fresh, bright and without faults to the customer and hence the quality is amatter of great concern. The beer must also be free from micro-organisms toensure wholesomeness and biological stability. The ethanol content must obeyfiscal rules but is also of major importance for the flavour of the beer. This isfurther influenced by a wide range of compounds that may be present in even verysmall amounts. Visually the finished beer must form a nice foam on pouring, itmust have an attractive colour.Despite use of the choicest raw materials and careful brewing performance the beer is a fragile liquid, especially when not stored cold. The fine balanced aroma of 

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