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  • MARCOMM Project - IIM Kozhikode

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    Mohit Choraria
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    Kingfisher beer was once the dominant player in the Indian beer market with a 50% share but has since declined to 37% as competitors have grown. After rapid growth, Kingfisher's revenues have stagnated in the last 3 years and profits are declining. The document discusses Kingfisher's brand portfolio and positioning over time, reviews its current marketing strategy and market share, and considers options for regaining market leadership, such as maintaining its brand identity while revising strategies, exploring international markets, and increasing effectiveness of existing marketing communications through social media and events.

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    Marketing Communication - MARCOM Strategy - Kingfisher

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    Kingfisher beer was once the dominant player in the Indian beer market with a 50% share but has since declined to 37% as competitors have grown. After rapid growth, Kingfisher's revenues have stagnated in the last 3 years and profits are declining. The document discusses Kingfisher's brand portfolio and positioning over time, reviews its current marketing strategy and market share, and considers options for regaining market leadership, such as maintaining its brand identity while revising strategies, exploring international markets, and increasing effectiveness of existing marketing communications through social media and events.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    28 views12 pages

    MARCOMM Project - IIM Kozhikode

    Uploaded by

    Mohit Choraria
    Kingfisher beer was once the dominant player in the Indian beer market with a 50% share but has since declined to 37% as competitors have grown. After rapid growth, Kingfisher's revenues have stagnated in the last 3 years and profits are declining. The document discusses Kingfisher's brand portfolio and positioning over time, reviews its current marketing strategy and market share, and considers options for regaining market leadership, such as maintaining its brand identity while revising strategies, exploring international markets, and increasing effectiveness of existing marketing communications through social media and events.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 12

    Marketing

    Communications

    MARCOMM Project
    Breakout Room 5
    Law on Surrogate Advertising

    Kingfisher’s
    Journey Heineken breweries in
    Mallya absconds
    to London

    India come under PR


    Management of UB
    Dr Vijay Mallya ES
    becomes E
    Kingfisher Chairman N
    First bottled Brand T
    beer created introduced
    United Breweries under the label
    (UB) forays into "Exports Beer"
    brewing

    1915 1944 1978 1983 2010 March 2016

    First Mover Market Capture Competition Stagnation


    Heavy

    Brand Portfolio
    Bro Code

    Strong
    Haywards Ultra Max

    Zingaro Kalyani
    Heineken Blue
    Thunderbolt Buzz
    Carlsberg Storm
    Budweiser
    1978 Premium
    Budget Premium
    Haywards
    1999 Strong
    Golden Peacock
    Sandpiper
    2008 Blue Old Milwaukee Light Kingfisher
    PREMIUM
    Fosters
    2009 Ultra
    Light
    Ultra

    Positioning
    2015 Ultra Max

    2016 Buzz

    Storm
    Perceptual Map
    2019
    MARCOMM
    Strategy
    MARCOMM
    Strategy
    MARCOMM
    Strategy
    MARCOMM
    Strategy
    MARCOMM
    Strategy
    Present State
    Mohan Meakin
    + Others AB Inbev
    3.1% 5%

    Market Share

    Heineken/
    Kingfishe Carlsberg
    r 31.9%
    37%

    Sab Miller
    25%

    Despite a progressive beer market in India, After witnessing a rapid growth since inception,
    Kingfisher market share has been dwindling and revenues have stagnated since 2016 and profits are
    is about 37%, down from 50.1% in 2011 on steady decline in last 3 years
    Rebranding ?
     Kingfisher should maintain its brand identity
     Maintain brand mantra and marketing strategy
     Heineken to compete as a separate Brand What
    Revise Strategy for Recapturing Market Share ? Next?
     Resist expanding the portfolio further in near future
     Aggressive forays into international market
     Close links with retailers
     Create it’s own brew houses

    Need for Change in the Communication Mix ?


     Kingfisher has had an effective marketing strategy
     Ideal Communication Mix. No more avenues to capture
     Look at increasing effectiveness of extant MARCOMM
     Increase visibility in events (Force India failed)
     Go aggressive in Social Media marketing
     Target ‘Swadeshi’ emotions of youth; ambush if required
     Engage customers through QR code marketing
    Breakout Room 5
    EPGP-13C-050 MOHIT CHORARIA
    The King of Good Times EPGP-13C-112 SMRUTI RANJAN PARIDA
    EPGP-13C-122 VIJAYA RAGHAVAN SEKHAR
    EPGP-13C-030 DIVYANSHU KATIYAR
    EPGP-13C-092 SAMIR MERVYN RAZVI

    EPGP-13C-036 GUNEE SHEVARE


    EPGP-13C-038 JAYSHREE SOLANKI
    EPGP-13C-048 MAYA RADHAKRISHNAN
    EPGP-13C-078 RAVI M
    EPGP-13C-087 ROHIT BAJPAI

    EPGP-13C-011 ANANYA NAYAK


    EPGP-13C-013 ANKESH SAKSENA

    Thank you! EPGP-13C-076


    EPGP-13C-098
    EPGP-13C-107
    RATUL BANERJEE
    SATISH KUMAR SAXENA
    SHRADHA GOYAL

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