PRESENTATION ON

THE KING OF GOOD TIMES

GUNEET KAUR SALUJA TAIJASA BHATKAR SOHINI GHOSH

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.

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

Beverage Alcohol Pharmaceuticals Aviation Fertilizers International Trading Media Construction Fashion Clothing .

is the market leader ‡ The Group has a huge turnover ‡ Swimsuit Calendar.About the company ‡ UB Group ‡ The UB Group. ‡ Won more than 6 International Awards .

‡ Sold in over 52 countries and also on international flights. Spirits ‡ 54% market share in the domestic market. ‡ India¶s 1st global consumer brand ± Kingfisher.About the company Beer ‡ 50% market share nationally. . ‡ Every third beer sold in India is Kingfisher. ‡ 2nd largest player in the world.

As A Brand .

Beer Airlines Fashion Collection Sports Swimsuit Calendar .

3.8% alcohol and has a medium hp flavor. The alcohol content is around 4 .5%.Classifications ‡Lager: It is stored for a specified period before being bottled or canned. high alcohol content beer that ranges in flavor and colors. it is heavily hopped and contains 5 . Alcohol content is around 5%. even less hopped and is somewhat sweet. ‡ Ale: Top fermented. it is light with 3. ‡ Creamy Ale: A highly carbonated beer that is produced by a combination of Ale and lager.0 . ‡ Malt: A strong flavored.5% alcohol. ‡Stout: Dark with burnt flavor and strong malt aroma. ‡ Pilsner: A type of lager beer. this kind of beer has distinct hop aroma. ‡ Porter: This is less dark than stout. .6.

Market Share & Growth .

BEER MARKET SHARE In INDIA COBRA 9% Others 5% UB 50% SAB Miller 36% .

KINGFISHER BRAND MARKET SHARE (BEER) COBRA 9%Others 5% Other UB Brands 21% SAB Miller 36% UB Kingfisher Brand 29% .

.Making A Mark strategies«.

‡ Venturing into other Business with same Brand name. hence increasing Brand Name & Publicity. .Mark of a brand name Kingfisher ‡ Tying up with large department stores like Food world for retailing its Beers. ‡ Better Retailing outlets to be opened under Kingfisher Brand. ‡ In association with number of Very Classy. ‡ Aggressive Advertising at Outlets & Pubs. Up market & Stylish bars & lounges.

COMPETITORS .

5th largest in the world.Fighting Competitions Presently distributing brands of Beer in India and Globally ‡ Haywards: Most well known for its label. Sells mild beer rarely super strong Haywards 10000.8% .19%market share ‡ Fosters: 25% market share ‡ Budweiser: 6% market share ‡ Carlsberg: Danish Brewing.

4P·s Of Marketing .

.PRODUCT ‡ No. ‡ Always tastes fresh due to good quality and well developed distribution network. ‡ Good quality raw material is used to maintain the quality standards.1 selling product in its segment. ‡ Consistency of product quality is high.

It is available in 4SKUs. Kingfisher Strong is India¶s largest selling beer brand. Today. .PRICE ‡ In both mild and strong beer segments kingfisher uses competitive pricing strategy.650ml & 330ml bottles and 500ml & 330 ml cans. ‡ Kingfisher Strong: The brand was launched in 1999 to cater to the growing strong beer segment in the country.

‡Kingfisher Strong Fresh: Kingfisher Strong Fresh is the first ever strong draught beer available in the Indian market. It is an entry in the premium beer segment in the country to compete with international players . 2009. 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.

. ‡ Kingfisher also has a presence in 60 countries. and is dominant particularly in south and west India.PLACE ‡ It is available throughout India. Better retailing outlets are also to be opened under the Kingfisher Brand. ‡ It has some sixteen hundred shops apart from pubs and bars. ‡ UB has 16 company owned breweries apart from 9 contract breweries in 20 different location across the country.

‡Recently it also started merchandising sports goods and trendy clothing and accessories under kingfisher brand name ‡It promotes itself by sponsoring events like fashion shows.UB promoter also acquired a Formula One Team.PROMOTION ‡Kingfisher tagline µKing of good Times¶ is one of the most popular and successful taglines in India. sportspersons like Narain Karthikeyan.Force India . east Bengal soccer team.

38% of net sales on advertisements and BRAND Promotion this year compared to 19.44% last year OLD LOGO NEW LOGO .‡Promotion strategy: Company spent 21.

Analysis kingfisher beer«. .

STP for Kingfishers Beer .

‡ Demographic Segmentation.µ .SEGMENTATION ‡ Geographic segmentation: It is available through out India and is dominant in particularly in south and west India. (kingfisher mild) Adults: 25yrs & above (kingfisher strong) ‡ Segmentation based on Situation: Birthdays. Anniversary. New year parties etc.Age basis Youth: 16 to 25yrs. ´Alcohol is the cause and the solution to many of life's problems.

´Friends don't let friends drink Light Beerµ .TARGETING ‡ Kingfisher has 2 different products for different market segments.

REPOSITIONING . ‡ It has positioned itself as ³The King of good times´.POSITIONING ‡ Kingfisher positioned itself as a brand for successful & professional individuals who are always ready to take a break. party or just chill out.

Kingfishers SWOT Analysis .

Strongest Worldwide Distribution System. Huge Finances backing from UB Group Oldest & Largest Player In India Worldwide known Brand Different Brands under Same Company High Concentration on Strong Beer Market .

Beer consumption is increasing Reduction in Taxes Brand Extension Benefits High Taxes & Regulations Prohibition on Advertising Indian Culture is a Major Hindrance Many International Player Entering In India .

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