Introduction to UB GROUP

United Breweries Holdings LTD

United Spirits LTD

MCF LTD

Kingfisher

UB Engineering

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- BRAND
Kingfisher 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.

BRANDS
Beer Airlines Fashion Collection Sports Calendar King Club 5star Hotels

BRAND REPOSITIONING

ANSOFF MATRIX

KINGFISHER BEER

PORTER`S MODEL FOR BEER INDUSTRY

Bargaining power of buyers Moderate to High Bargaining power of suppliers Low

Threat of substitutes Low

Threat of new entrants Low to Moderate

Competitors Rivalry Moderate to High

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 LINE
Kingfisher Premium beer

Kingfisher Strong beer

Kingfisher Draught beer Kingfisher Blue beer Kingfisher ultra mild

KINGFISHER BEER - COMPETITORS

Sab Miller Royal Challenger Haywards Fosters

SWOT ANALYSIS

Strength
Strongest Worldwide Distribution Network Oldest and Largest Player in India

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

Worldwide known brand

Huge finance backing from UB group

TARGET MARKET
Kingfisher ( Mild) Kingfisher ( Strong)
Youth drinking Those who want

for fun Urban women who drink light First time drinkers who drink for experience

something stronger to the light beer. Regular drinkers who prefer stronger flavour

4 PS OF KINGFISHER BEER
PRODUCT

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

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

PRICE

Its both mild and strong beer segment uses competitive pricing strategy
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