Professional Documents
Culture Documents
Market Share
5.40%
38.3%
2.30%
MM Fosters
47.5%
30.6% 10.6%
Others
History of Kingfisher
Established in 1857 with the name Castle Breweries. Renamed United Breweries in 1915. First manufactured beer in 1944 under the label Exports Beer. Starts exporting beer to Mid-East in 1974. Introduces Kingfisher in 1978.
Kingfisher
It is the largest selling brand in India. It commands a 30% share in the beer market. Recorded a 28% growth in the year 05-06.
Segmentation
Rest of India Age West Sex >35 South 25-35 Consumption Female Regular Occasional
15-25
Geographical
Male
Targeting
Kingfisher Mild Beer
It is primarily targeted for the young who drink for fun. It also targets first time drinkers like urban women who prefer to drink light. It also aims at the first time drinkers segment which drinks for experience.
Targeting
Kingfisher Strong Beer
It is aimed at the regular drinkers segment. It also targets those who want to move from mild beer to strong beer.
Positioning
Kingfisher stands for youth,
excitement and fun. It is also perceived as a health drink, particularly by sports enthusiasts. Kingfisher associates itself with Indian cuisine (curry, kebabs).
Product
It is the no. 1 selling product in its segment. High quality raw material is used. Consistency is high. Always tastes fresh. No hangover.
Place
It is available throughout India, and is dominant particularly in South and West India. Kingfisher also has a presence in 60 countries.
Price
Kingfisher uses competitive pricing strategy. 650 ml Rs. 65 330 ml Rs. 35
Promotion
Since advertising of liquor is banned in India, Kingfisher uses surrogate advertising methods like using mineral water and sodas. Each year Kingfisher brings out new calendars featuring top models in swimwear.
Promotion
Kingfisher also promotes itself by sponsoring events like fashion shows, sportspersons like Narain Karthikeyan, East Bengal soccer team. Kingfisher also deals in sports mechandising.
Promotion
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.
Foster
SABMILLER Company. Foster's Group is a premium global multibeverage company delivering a total portfolio of beer, wine, spirits, cider and non-alcohol beverages. Consumer led, customer driven
Foster Beer
Brands
Fosters Lager Crown Lager Carlton Cold Carlton Sterling Carlton Draught Victoria Bitter Cascade Premium Lager
Brand Heritage
In 1888, two brothers, W.M. and R.R. Foster established a brewery in Melbourne. In 1889, Foster started exporting beer to South Africa. In the 70s, Foster started exporting to US and UK. In 1998, was launched in India.
SEGMENTATION FOSTERS
AGE SEX
OCCUPATION
BEHAVORIAL
SEX WISE
MALE
FEMALE
OCCUPATION
BEHAVORIAL
OCCATIONAL USERS
REGULAR USERS
TARGETING
AGE SEX
20-30 MALE FEMALE WORKING CLASS
OCCUPATIONAL
REGULAR USERS
BEHAVORIAL
POSITIONING
Foster's do its positioning through promotional programs, sponsorship and public relations. Australianness is the essence of Foster's brand image is promoted in every market in the world. All Foster's lager theme advertising is consistent with an Australian positioning.
Product
Style - Full strength lager Tastes fresh
DISTRIBUTOR
Foster's has 24 distributors serving over 5,000 outlets, including over 2,300 outlets in Mumbai.
RETAILER
CUSTOMER
Promotion
Advertising The distinctive "Oil Can" design was the brainchild of Foster's Group Marketing VP Jack McKimm. Other company higher-ups proposed a jumbo glass bottle, but a demonstration involving an old-timey oil can spout sold them on the idea. The distinctive can design has become synonymous with Foster's Lager. The overseas advertising of the product often focuses upon the Australian connotations of the beer, e.g. with reference to stereotypical Australian imagery such as kangaroos, exaggerated accents, and hats with corks on strings.