RIZVI INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

MARKETING AUDIT

PROJECT ON ‘BRAND AUDIT OF KINGFISHER BEER

SUBMITTED TO

Prof. GARIMA SHARMA

ON

26th OCTOBER 2010

PREPARED BY:

Geetanjali Thorbole -
Irfan Ansari - 61

Jitenderjit Singh - 70
Kashish Doshi - 77

Mahesh Pawar - 82

TABLE OF CONTENTS

1|Page
 TOPIC # PARTICULARS PGNO.

1 Introduction 3

2 About Kingfisher Limited 4

3 Brand Equity of Kingfisher Beer 8

4 Porters Five Forces of Vodafone 11

5 SWOT Analysis of Vodafone 12

6 Market Share of Kingfisher Beer 13

7 Marketing Mix of Kingfisher Beer 14

8 Brand Repositioning of Kingfisher Beer 18

9 Promotions 21

10 Brand Preference 23

11 Analysis of Report & Conclusion 25

12 Research Objective 32

13 Annexure 33

14 Bibliography 36

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 United Breweries Group

United Breweries Group based in Bangalore, is the world's 2nd largest brewer and the
largest in India. The company markets most of its beer under the Kingfisher brand and has
also launched Kingfisher Airlines, a domestic airline service in India.
The group is headed by Dr. Vijay Mallya who is also a member of the Indian Parliament.
United Breweries now has a near-monopoly over the Indian brewing market, thanks to its
recent takeover of the rival Shaw-Wallace company. The group owns the Mendocino
Brewing Company in the United States.

History:-

The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group took its
initial lessons in manufacturing beer from South Indian based British breweries. At the age of
29, Vittal Mallya was elected as the company's first Indian director in 1947. After a year, he
replaced R G N Price as the chairman of the company. United Breweries made its initial
impact by manufacturing bulk beer for the British troops, which was transported in huge
barrels or "Hogsheads". Kingfisher, the Group's most visible and profitable brand, made a
modest entry in the sixties. During the 1950's and 60's, the company expanded greatly by
acquiring other breweries. First was the addition of McDowell as one of the Group
subsidiaries, a move which helped United Breweries to extend its portfolio to wines and
spirits business. Strategically, the Group moved into agro-based industries and medicines
when Mallya acquired Kissan Products and formed a long-term relationship with Hoechst AG

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of Germany to create the Indian pharmaceutical company now known as Aventis Pharma, the
Indian subsidiary of the global Pharma major Sanofi-Aventis.
The Logo:-

The Pegasus, which is the symbol of the United Breweries, first found its place as the Group
logo in 1940. Then, the Helladic horse – associated with beer and nectar in Greek mythology
carried a beer cask between the wings, ostensibly because beer formed the core operations of
the Group. Later, the beer cask was removed to represent the Group’s multifaceted
operations. Now, it is just the Pegasus.
Present History:-

Sales of the United Spirits Ltd. are expected to exceed 60 million cases during the fiscal year
2005-06 making the Group the third largest manufacturer of Spirits products in the world. In
addition, USL is one of only three in the world to own seven millionaire brands and at least
five brands rated by Drinks International, UK, to be amongst the ten fastest growing brands
in the world in their respective categories. The market share of the Spirits Division in India is
currently 60% and exports to the Middle East, Africa and Asian countries are growing
rapidly. The UB Group’s Brewing Entity - called United Breweries Limited (UBL) - has also
assumed undisputed market leadership with a national market share in excess of 50%.
Through a process of aggressive acquisition and market penetration, The UB Group today
controls 60% of the total manufacturing capacity for Beer in India. The flagship brand,
Kingfisher is now sold in over 52 countries worldwide having received many accolades for
its quality. With plans to becoming a global player United Spirits Ltd. (USL), the flagship of
the UB group, purchased the Scottish distiller Whyte and Mackay in May 2007 for £595
million (Rs. 4,800 crore).This would bring the brands of W&M like The Dalmore, Isle of
Jura, Glayva, Fetter cairn, Vladivar Vodka, and Whyte & Mackay Scotch under its portfolio.
The UB group is also into manufacture of Fertilizers. The group company Mangalore
Chemicals and Fertilizers Limited (MCF) has factory at Panambur in Dakshina Kannada
district of Karnataka.

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 Kingfisher Limited

“The King of Good Times” is India’s best-selling beer, and from Mumbai to Delhi, the locals
guzzle through millions of bottles annually. But although the brand commands up to 25% of
its domestic market, unless you’ve visited India or are a part-time connoisseur of curries, you
may not have recognized Kingfisher’s qualities as the perfect accompaniment to a chicken
Vindaloo. However, all that could change in the future as Kingfisher’s owners, United
Breweries, have delivered their premium brand to the web in an effort to increase global
awareness of their coveted flagship product. The Kingfisher homepage is everything you
would expect from the Indian-based brand. It is colourful and noisy (although the score
sounds more Caribbean than Indian) and there’s plenty of animation to enhance the viewing
experience. Areas of the site that are well worth a visit include the Fun n Beer section, where
you can send E-cards to your friends or have a chuckle at the Beer Jokes; the Food section,
which is a must for lovers of Indian cuisine; and the World section, which contains
information about the history of United Breweries and the Kingfisher brand itself.
Unfortunately, the facility to order Kingfisher beer and apparel online only exists for
residents of Bangalore at present, so from an E-tail perspective, the site is limited to a fraction
of its own indigenous market. This feeling of constraint is also extended to other site areas
and there are several sections within Kingfisher.com that are weak in terms of content and
will need substantial embellishment if United Breweries are to make full use of the web as a
marketing tool. The Sports pages are a good example of this as they simply contain a handful
of paragraphs on Kingfisher’s sponsorship of past sporting events, rather than evangelizing

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what associates the emotional aspects of the Kingfisher brand with its chosen recreational
partners. With a market share of over 36%, it is India's largest selling beer, with 1 out of
every 3 bottles of beer sold in India being a Kingfisher brand. It is currently available in 52
countries outside India. Heineken Group, holds 37.5% equity shares in United Breweries Ltd.

Kingfisher comes in the following varieties-

 Kingfisher Premium
 Kingfisher Strong: The brand was launched in 1999 to cater to the growing strong
beer segment in the country. Today, Kingfisher Strong is India’s largest selling beer
brand. It is available in 4 SKUs- 650ml & 330ml bottles and 500ml & 330 ml cans.
 Kingfisher Strong Fresh: Kingfisher Strong Fresh is the first ever strong draught
beer available in the Indian market. It is packaged in a 500 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 to compete with international players like
Carlsberg, Heineken and Budweiser. Kingfisher ULTRA is available in Thane, Pune
and Bangalore and will be extended to other cities of the country soon. Currently,
Kingfisher ULTRA is available in two SKUs: 650ml and 330ml bottles.
 Kingfisher Blue: The brand’s core target group is the young male population.
Kingfisher Blue tries to occupy an imagery of adventure sports. It contains fewer than
6% alcohol. Kingfisher Blue is packaged in metallized blue colour labels and cans. It
is available in 4 SKUs- 650ml & 330ml bottles and 500ml & 330 ml cans. The brand
has been launched in key markets like Karnataka, Pondicherry, Maharashtra, Delhi,
Rajasthan, Haryana, Kolkatta and will soon be a national brand.
 Kingfisher Red: It is marketed as India’s 1st ‘ALL SEASON’ beer.
 Kingfisher Bohemia: Unlike the above, Kingfisher Bohemia is a brand of wine. It is
the result of a partnership between Kingfisher and The Company of Wine People
(COWP), a key player in the South African wine industry, both locally and abroad.
The wine is produced in Cape Floral Kingdom, South Africa. Kingfisher Bohemia is
available in three varieties - red, white and rosé. It is packaged in 750ml bottles and a
case of wine contains 12 bottles. Kingfisher Bohemia is available in Mumbai, Pune,
Delhi, Bangalore, Goa, Chennai, Hyderabad, Pondicherry, Kerala and Kolkatta.

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 The World's No.1 Selling Indian Beer!

Kingfisher is enjoyed in over 55 countries world wide. From the USA in the
West, to Japan in the East. And from Norway in the North to New Zealand way
down under!

Kingfisher Premium Lager is brewed using only the finest malted barley and
hops. And this makes it the thrilling international taste sensation that is loved by
millions the world over.

Kingfisher Light Lager shares the honours with Kingfisher Premium, while
being low in carbs and low in calories it still is a unique drinking experience that
does credit to this rich heritage.

This international award winning lager has a regal heritage that dates back almost
150 years. From the days of the British Raj in India when skilled European Brew
masters catered to the needs of the Raj and their troops, making quality beer in
compact breweries. To now being brewed in State of-the-Art breweries and
catering to an eclectic, multi-ethnic group of people.

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The Brand

A Heritage of Excellence!

The inspiration for the choice of the brand name was certainly influenced by the great
numbers of these beautiful and strikingly colored birds which abound in India where over 70
different varieties/species of kingfisher can be found - more than in any other country or
continent in the world. Kingfishers are particularly prevalent in Bangalore, the garden city of
India, which is also headquarters to The United Breweries Group, brand owners of Kingfisher
Premium Lager.

Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeros on its target with
unfaltering focus. It is a very vibrantly coloured bird. All of its colours represent energy,
youthfulness, enthusiasm, freedom with a touch 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 the UB group.

Kingfisher's award winning flavour and consistent excellence of quality has made Kingfisher
one of the largest selling beer brands in the world today.

The new look designed by the UK based packaging specialists, Claessens, is representative of
the brand in full flight, in a supportive environment. It reflects the energy, youthfullness and
freedom that are characteristic of the brand's target consumer and reiterates its contemporary
positioning.

Kingfisher stands for excitement, youth and camaraderie! "It's flying" and the mood is upbeat
– both within the Company and among consumers !

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Heritage

Celebrating over 150 Years of Brewing Excellence!

Kingfisher's heritage started with five small breweries in South India, the oldest of which,
Castle Breweries dated back to 1857. Then in 1915, Thomas Leishman, a Scotsman,
combined these breweries to form United Breweries Ltd.

The popularity of their beers soon spread and within a short time, bullock carts carrying huge
'hogsheads' of Kingfisher became a familiar sight in Madras, the Nilgiris and Bangalore, the
headquarters of United Breweries Ltd. Almost immediately, the brew from UB became a
favourite, especially with the British troops.

So began the history of Beer in India...

Kingfisher, the flagship brand of United Breweries and the best-selling Indian Lager
worldwide, is now available in over 55 countries and is exported from the UK to 19
Continental European Markets and Canada and from India to major markets in the Middle
East, South East Asia, the Far East and Australasia, and it is also served on board 10
international airlines.

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Kingfisher was first imported to the UK and USA markets in the years 1982 and 1983
respectively in the traditional large 650ml bottles. It rapidly gained a foothold in the fast
expanding Indian Restaurant markets. In the UK within three years, demand for the brand
was so great that production had to be switched to England. Shepherd Neame, Britain's oldest
brewer, was selected to brew Kingfisher under licence and to the Indian specification at their
brewery in Faversham, Kent. Similarly, demand to launch Kingfisher in the mainstream
markets in the USA was so compelling that production had to be switched under license to
the state-of-the-art breweries of Mendocino Brewing Company, internationally renowned as a
brewer of full-bodied traditional beers and as a pioneer in the American Craft Brewing
Renaissance.

Brewing to perfection and a commitment to quality is our obsession and a rich heritage!

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SWOT ANALYSIS:

Strengths Weakness

Market Leader Long Developmental Cycle

Strong Brand Image Relative Static Market

Global Presence Expensive Brand

Aggressive Advertising

Quality & Innovation

Opportunity Threats

Demographic Changes New Competitors

Changes Societal Cloning of Successful

Brands
Attitudes
Increasing Buyer Power
Consumer Brand
Growth in Substitutes
Preference
Economic Downturn
Demand for High Quality

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Market share-

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Analysis:

Marketing Mix Analysis:

Kingfisher History:
Parent company of Kingfisher, United breweries was established in 1857 with the name
Castle breweries. It was renamed to United Breweries in 1915 and started manufacturing beer
from the year 1944 under the label Exports Beer. UB group started exporting beer to Middle-
East from 1974 and in the year 1978 it launched Kingfisher brand.
Market Position:
It is the largest selling brand in India and commands more than 30% share in the beer market.
In 2005-2006 it recorded 28% growth.
Target markets:
Kingfisher has two different products for different market segments.

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 Kingfisher Mild (Alcohol<4%) Kingfisher Mild (Alcohol<4%)

•Youth who drink for fun

•Those who want to light beer to
•First-time drinkers who drink for something stronger
experience
•Regular drinkers who prefer stronger
•Urban women who prefer to drink flavour
light

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.

 Hangover due to heavy consumption is very mild.

Place

 It is available throughout India, and is dominant particularly in South and 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. Any consumer can go to

www.Kingfishernetshop.com and get their beer- a mini mum of six bottles home
delivered. This move has been a big draw with info tech professionals and district
women drinkers.

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  It also has some sixteen hundred shops apart from pubs and bars. Better retailing
outlets are also to be opened under the Kingfisher Brand.

 Kingfisher also has tie-ups with large department stores like ‘Food world’ for retailing
its Beers.

 Kingfisher also has association with number of Very Classy, Up-market & Stylish
bars & lounges which goes hand in hand with its brand image.

Price

 In both mild and strong beer segment Kingfisher uses competitive pricing strategy. i.e.
650ml at Rs 65/- and 330ml Rs 35/-

Promotion

 Kingfisher tagline ‘King of good times’ is one of the most popular and most
successful tagline in India.

 Since advertising of liquor is banned in India, Kingfisher uses surrogate advertising

methods like using mineral water and sodas.
 Aggressive advertising at Outlets & Pubs.

 Recently it also started merchandizing sports goods and trendy clothing and
accessories under Kingfisher brand name.

 Each year Kingfisher brings out new calendars featuring top models in swimwear.

 Kingfisher also promotes itself by sponsoring events like fashion shows,

sportspersons like Narain Karthikeyan, East Bengal soccer team. UB promoter also
acquired a Formula- One team (Force India).

 Kingfisher also deals in sports merchandising starting with an ad featuring Sourav

Ganguly and Ajay Jadeja in 1997.

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  With the launch of Kingfisher airlines combined promotion is possible which helps
the brand promotion a lot. Kingfisher also ventured into other businesses with same
brand name making the brand more visible and publicity easier.

 Kingfisher recently tied up with NDTV for their new lifestyle channel NDTV Good
Times for five years

 And finally the Sultan himself, Dr. Vijay Mallya, the Big Daddy of all brands, the
flamboyant Czar of the liquor industry who is the youth icon of a million hearts. His
sole presence outweighs all other competitors taken together.

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Brand repositioning of Indian brand in presence of international brand:

The term “positioning” is widely used within the marketing and advertising communities
today. Positioning is often used nowadays as a broad synonym for marketing strategy.
Positioning should be thought of as an element of strategy, a component of strategy, not as
the strategy itself. The term “positioning” is, and should be, intimately connected to the
concept of “target market.” That is, a brand’s positioning defines the target audience. The
correct positioning of a brand is basic and fundamental to its success; an incorrect or
suboptimal positioning can doom a brand to underperformance or failure. Kingfisher, since
its origin proved to be the marketing savvy brand. Even though it was the largest selling beer
brand, but when Fosters entered the Indian market, Kingfisher sniffed possible competition
and invested heavily in brand visibility and positioning. During 2003-04 Kingfisher again
repositioned itself by changing the logo.

PREVIOUS LOGO CURRENT LOGO

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Instead of the sitting kingfisher bird, the picture of a flying kingfisher was used during
creation of new logo because the company wanted to promote itself as an aspirational brand
which always wants to go high. This change was made mainly to maintain the distinctive
positioning and to create a stronger emotional bond with the aspiring Indian youth. This
repositioning was so successful that even today Kingfisher uses this logo. After the entry of
international brand Fosters, Kingfisher repositioned itself into a lifestyle brand adopting
jingles like ‘Oola la le lo’ and tagline ‘King of good times’. Kingfisher tried to position itself
as a brand for the successful and professional individuals who are always ready to take a
break, have a party or just chill out. This positioning was promoted using Indian cricketers
such as Ajay Jadeja and Sourav Ganguly, West Indies cricket team (At that time Kingfisher
was the official sponsor of WI cricket team) and various other means. The notable thing
during this repositioning process is that during this process Kingfisher kept the original
message of the brand intact while adopting strategies (including advertising, logo designing,
etc.) to communicate better with the consumers and to create a stronger emotional bond with
them. The strategies of Kingfisher paid off well and as a result Kingfisher maintained the
leadership position and added more dimensions into the brand making it stronger than before.

Brand Extension:

Kingfisher is one of the most recognized brand in India and SAB Miller’s foster’s has also
positioned itself as a unique brand so extension of both brands is possible without much hassle.
Kingfisher:
Kingfisher is widely known among large number of consumers and its brand presence increased
after diversification into airlines business. Kingfisher brand can be extended in following ways-

Line Extension:

Ultra Premium Beer: Though Kingfisher has a huge presence in both light and strong beer
segment but from the beginning it followed strategic pricing policy and that made the brand
very popular. But with the increasing income level of the Indian youth and the entry of
international spirit majors like Carlsberg, Budweiser, etc. Kingfisher should introduce a high-
priced premium beer that would compete against these brands effectively. In this way the
company could extend its customer base and their strategy would also help the company to tap
the high income aspiration group and since company could apply ‘skimming the cream’ policy
for this segment, it could be assumed that revenue generation would be high enough to

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maintain profitability. This move may also help the company if it wants to transform itself into a
legendary brand not only in India but also across the globe.

Category extension:

Energy drinks: Kingfisher always maintained itself as a lifestyle brand and associated the brand
image with the youth. With the increasing per-capita income and westernisation of the Indian
society, people are getting ready to spend more and more. On the other hand they are more
conscious about health issues. Energy drinks are very popular in Western countries and some of
them also entered into the Indian market but they failed to make an impact. If a company like
Kingfisher with huge brand popularity and strong self and distribution network introduce energy
drinks it could be a success. It will also go hand in hand with the current image of the brand.

Film production and distribution: Every year Indian film industry release a lot of movies and it is
the largest film industry in the world considering the number of release per year. Still in India
same production and distribution has not reached professional level. Only a few companies at
present do things in a methodical way. But international production majors are entering in the
Indian cinema space and Indian multinationals are also taking interest in this field. Kingfisher as
a lifestyle brand always maintained a close relationship with the film fraternity and also has a
presence in the television space in a joint venture with NDTV. So it would be a natural extension
for the brand to start a movie and television production house. With this move Kingfisher would
bring in its corporate expertise and financial muscle. This will also help the brand to increase the
brand visibility. And just like Adlabs Kingfisher will have the opportunity to create its own
multiplex chain and it will also help the current lifestyle apparels and accessories business a lot.

Apparels and accessories retailing: Even though Kingfisher is already present in the apparel and
accessories space but its presence is very limited. According to industry estimates organised
retailing is the next big thing. In this scenario Kingfisher could easily use its huge brand presence
and popularity by investing more into the apparel and accessories retailing. In this way
Kingfisher could transform itself into a complete lifestyle brand and that would open new
horizons for the brand.

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Kingfisher’s overseas promotion drives - 2004-2007

1. Abu-Dhabi to Goa: A promotion at all the six stores of Spinney’s, Abu Dhabi took place
where customers were entitled to a raffle coupon to win an all expense paid holiday to Goa
on purchase of any case of Kingfisher or Kingfisher Strong. Two lucky winners were to fly to
Goa, for an exclusive Taj resort, sightseeing and excursion including visit to the production
unit and lots of complimentary Kingfisher to ensure that happy times stay with our valued
customers forever.

2. Tie up with Sony: Kingfisher had an exclusive deal with Sony consumer electronics raffle
and instant scratch and win promotion wherein the customers on purchase of any case of
Kingfisher Lager or Kingfisher Strong stood a chance to win by way of instant scratch and
win rewards free Kingfisher Lager / Kingfisher Strong goodies like T-shirts, Caps, Desktop
Calendars, free bottles.

3. Alliance with Bollywood: Keeping in mind the popularity of Hindi movies outside India
Kingfisher was a part of the souvenir programme for the Shah Rukh Khan show in Hong
Kong on 1 December 2004 as a part of Diwali celebrations in Hong Kong. With other high
profile stars like Preity Zinta, Saif Ali Khan, Zaid Khan, etc for the event.

4. Test market in South Africa : It received very positive test market results for Kingfisher
Premium Lager Beer and Kingfisher Strong Premium Beer in 330 ml cans for the African
markets.

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5. Launching new products in the market: A trial for 2 cases of Taj Mahal 330 ml bottles
in June 2004 for Australia generated a lot of interest and enthusiasm for the country of the
origin brand, which spoke of eternal love and passion. With successive orders for the past 3
months, Taj Mahal Premium Lager Beer is now available in 6 packs: the most preferred pack
size down under. 6. New merchandizing schemes started: Keeping in tune with the times and
constantly updating our merchandise portfolio, Kingfisher offered its customers practical and
useful merchandise, which are of very high quality and designed to meet the high
expectations, which include premium travel bags, sling bags, waist pouches and foldable
shopping bags, windcheaters and luggage tags, premium embroidered aprons and Polo T-
Shirts.

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 Brand Preference
Selective demand for a company's brand rather than a product and the degree to which
consumers prefer one brand over another is called brand preference. In an attempt to build
brand preference advertising, the advertising must persuade a target audience to consider the
advantages of a brand, often by building its reputation as a long-established and trusted name
in the industry. If the advertising is successful, the target customer will choose the brand over
other brands in any category.

Preference of having a beer in

Preference
4

10 Bottle
can
23 Designer Glass
Any other Suggestion

13

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Brand Recognition

Brand Recognition is the extent to which a brand is recognized for stated brand attributes or
communications.

In some cases brand recognition is defined as aided recall - and as a subset of brand recall. In
the case, brand recognition is the extent to which a brand name is recognized when prompted
with the actual name.

Association of kingfisher

10

Pic 1
pic 2
pic 3
25

15

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Report Analysis:

How often do you consume beer?

Consumption
6
2
20
Daily
Once a week
Twice a week
10 once in month
once in six month

12

Preferred brand in Beer

Preferred Brand
5

Kinghfisher
15
7 Fosters
Carlsberg
Budweiser
Haywards
Others

10
5

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What aspects do you look at while selecting beer?

Aspect while selecting a beer

5

12

Brand name
10 Quantity
taste & Flavour
Value For money
Any Other

15

Money spend on a one time purchase

Money spend on a one time purchase

8
10

200 to 250
150 to 200
100 to 150
50 to 100
6 10 below 50

16

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Another brand if the price of Kingfisher beer increases

If Increase in price of Kingfisher Beer

5

15
Definitly yes
10 Probably yes
Definitly no
ProbablyNo

20

Location of Purchase

Location of Beer purchase

Wine Store
Club
bar
25 pub
10

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Consumption of Beer in an occasion

10
12

In a party
Social occasion
With Friends
Formal party

20

Preference of having a beer in

Preference
4

10 Bottle
can
23 Designer Glass
Any other Suggestion

13

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Comparison on the basis of colour, taste and Preference

Comparison
7

18 Kingfisher
6 Fosters
Carlsberg
haywards
Budweiser

12

Kingfisher as a brand, how would you rate it?

 Excellent
 Good
 Satisfactory
 Not Satisfactory

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 Rating For brand

8
12

Excellent
Good
Satisfactory
Not Satisfactory
10

20

Would you recommend Kingfisher beer for a tea-totler?

 Yes
 No

Recommendation

15
Yes
No

35

Conclusions

Beer sales in India are forecast to grow at a compound annual growth rate of 17.2% to 2011.
So, with the Indian beer industry seeing steady growth during the last decade, due to strong

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economic growth resulting in high disposable incomes, an increase in beer sales in the next
two or three years is expected.

In addition to the increase in sales, the number of brands is expected to increase in the near
future, with existing players like United Breweries and SABMiller expanding their ranges,
and new players like Anheuser-Busch, Carlsberg and InBev setting up production facilities.

This new report indicates how the market has developed, which markets/regions are
strongest, the leading brands and sales by segment and region.

Traditional beers markets in Europe and USA are either flat or are in a state of decline,
whereas India still has a huge untapped market. For these reasons international beer
companies are coming to India almost every quarter. Kingfisher, since its origin proved to be
the marketing savvy brand and even though it was the largest selling beer brand but when
Fosters entered the Indian market Kingfisher sniffed possible competition and invested
heavily in brand visibility and positioning. Kingfisher changed its logo and adopted a new
logo and tagline, sponsored the West Indian cricket team and also used the Indian cricketers
to sponsor its product. It went into airlines, lifestyle and even started a television channel
with NDTV. India is a growing economy and its market is opening up. The per capita income
of the people of the country is rising daily and so is the beer consumption rate. The stigma
associated with the consumption of alcoholic drinks has also gone down; as a result the beer
companies are trying to get more associated with everyone’s life.

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Research Objective is to identify the preference of Kingfisher Beer over
other beers

Survey done on bases of following parameters:

• Sample size- 50

• Age: 25-35 years

• Region: Urban population

• Occupation: White-collar service/professional

• Social class: Middle and upwards

• Family life cycle: Youth

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 ANNEXURE

Name_____________ Age__________ Occupation________________

How often do you consume beer?

 Daily
 Once in a week
 Twice in a week
 Once in month
 Once in six months

Which is the preferred brand in BEER?

 Kingfisher
 Fosters
 Carlsberg
 Budweiser
 Hayward
 Others

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What do you look at while selecting beer?

 Brand name
 Quantity
 Taste and flavor
 Satisfaction
 Value for money
 Praise from friends
 Any other

How much do you spend on a one time purchase?

 
 1.200/- to 250/
 2.150/- to 200/-
 3.100/- to 150/-
 4.50/- to 100/-
 5.Below 50/-

Would you switch to another brand if the price of Kingfisher increases?


 Definitely Yes
 Probably Yes
 Definitely No
 Probably No

Where do you purchase the drink from?

 Wine Stores
 Club
 Bar
 Pub

When do you usually consume drinks and how often?

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  In a party
 Social Occasions
 When in mood at home
 With friends
 Formal party

What would you prefer having beer in? And why?

 Bottle
 Can
 A designer glass
 Any other suggestion

You associate kingfisher with which of the following?

Kingfisher as a brand, how would you rate it?

 Excellent
 Good
 Satisfactory
 Not Satisfactory

Would you recommend Kingfisher beer for a tea-totler?

 Yes
 No

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 BIBLIOGRAPHY

www.researchandmarkets.com

www.wikipedia.com

www.kingfisherworld.com

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