2010C27 Sagar Sachdeva Brand Management Kingisher Blue

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Kingfisher BlueBRAND MANAGEMENT FOR APREMIUM BEER BRAND

2011

Sagar SachdevaROLL NO—2010C27



Contents

Contents ......................................................................................................................................2

About Kingfisher Blue ............................................................................................................... 4

About UB Group ....................................................................................................................... 4

Desired Brand Positioning ......................................................................................................... 4

Brand Charter ............................................................................................................................. 5

To have a pre determined and carefully crafted set of brand elements .................................. 5

Brand logo .......................................................................................................................... 5

Brand symbol ..................................................................................................................... 5

1.2 Brand Positioning ............................................................................................................. 5

Attributes: .........................................................................................................................5

Kingfisher Blue has an attractive packaging with a premium metalized blue color labels

and cans .............................................................................................................................. 5

Values .................................................................................................................................5

Culture ................................................................................................................................ 5

Personality .......................................................................................................................... 6

User .................................................................................................................................... 6

Benefits: ............................................................................................................................ 6

Brand Identity That We Seek To Create ................................................................................... 6

Brand Prism .......................................................................................................................6

Brand physique ...................................................................................................................7

Brand personality (Refer to 1.2) .........................................................................................7

Culture (Refer to 1.2) ......................................................................................................... 7

Relationship ........................................................................................................................7

Reflection ........................................................................................................................... 7

Self image ...........................................................................................................................7

Strategic plan for overall Communication ............................................................................... 7

Identify Target Audience ....................................................................................................... 7

Demographics: ................................................................................................................... 7

Justification: ...................................................................................................................... 7

Justification: ....................................................................................................................... 8

Determine communication objectives ................................................................................ 8

Brand awareness .................................................................................................................8

Brand attitude ..................................................................................................................... 8

Design communications ......................................................................................................... 8

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Message strategy ................................................................................................................ 8

Creative strategy: ....................................................................................................................9

Message source ...................................................................................................................... 9

Communication channels ....................................................................................................... 9

Measure results .....................................................................................................................11

Manage integrated marketing communications ...................................................................11

CONSUMER BASED BRAND EQUITY MODEL ............................................................... 12

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About Kingfisher Blue

Kingfisher, India’s largest selling beer, has launched a new zing to the beer industry -

Kingfisher Blue! It’s a young & sporty brand in the premium beer space for theadventurous young and those who seek something extra from life.

The brand’s core target group is the young male population of the country. Kingfisher Blue occupies a distinct imagery of adventure sports and meets the aspirations of those consumers whose idea of fun and liberation is indulging in high adrenalinerush activities.

With under 6% alcohol and easy drinkability Kingfisher Blue gives the extra drivewith a soothing after taste. THee new fresh, crisp, golden sparkling premium beer with a clear texture is mainly targeted for youth.

Kingfisher Blue has a packaging with a premium metalized blue color labels andcans. It is available in 4 SKUs- 650ml & 330ml bottles and 500ml & 330 ml cans. Thebrand has been launched in key markets like Karnataka, Pondicherry, Maharashtra,Mumbai, Delhi ,Rajasthan, Haryana, Kolkata and will soon be a national brand.

With Blue, Kingfisher is expected to further strengthen its position as the dominatingforce that it is perceived to be – the undisputed leader!

About UB Group

United Breweries Group or UB Group, based in Bangalore, is a conglomerate of

different companies with a major focus on the brewery (beer) and alcoholic

beverages industry. The company markets beer under the Kingfisher brand and has

also launched Kingfisher Airlines, an airline service in India, with international flights

operating recently. United Breweries is India's largest producer of beer with a market

share of around 48% by volume.[1]

It is owned by Vijay Mallya who had been a member of the Indian Parliament. United

Breweries now has greater than a 40% share of the Indian brewing market with 79

distilleries and bottling units across the world. Recently UB financed a takeover of

the spirits business of the rival Shaw-Wallace company giving it a majority share of

India's spirits business. The group owns the Mendocino Brewing Company in the

United States.

Desired Brand Positioning

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http://en.wikipedia.org/wiki/Bangalore

http://en.wikipedia.org/wiki/Conglomerate_(company)

http://en.wikipedia.org/wiki/Brewery

http://en.wikipedia.org/wiki/Kingfisher_Airlines

http://en.wikipedia.org/wiki/Market_share


http://en.wikipedia.org/wiki/United_Breweries_Group#cite_note-0

http://en.wikipedia.org/wiki/Indian_Parliament

http://en.wikipedia.org/wiki/Shaw-Wallace

http://en.wikipedia.org/wiki/Mendocino_Brewing_Company

http://en.wikipedia.org/wiki/Bangalore

http://en.wikipedia.org/wiki/Conglomerate_(company)

http://en.wikipedia.org/wiki/Brewery

http://en.wikipedia.org/wiki/Kingfisher_Airlines



http://en.wikipedia.org/wiki/United_Breweries_Group#cite_note-0

http://en.wikipedia.org/wiki/Indian_Parliament

http://en.wikipedia.org/wiki/Shaw-Wallace

http://en.wikipedia.org/wiki/Mendocino_Brewing_Company



The long term objective of all the brand building activities is to create a uniquepositioning in the minds of the consumers. Positioning is the key to establish therequired thought about the brand in the consumers.

Kingfisher Blue wants to a distinct imagery of adventure sports and meets the

aspirations of those consumers whose idea of fun and liberation is indulging in highadrenaline rush activities. Stylish and sporty, self assured, ambitious, confident, whodon’t fear making those out-of-the-line choices, crave for fresh experiences

Brand Charter

To have a pre determined and carefully crafted set of brand elements

1Brand logo

Brand symbol

Presently it has no symbol. Efforts need to be made in this direction to

give it a mark that symbolizes the brand

1.2 Brand PositioningPositioning is the Act of designing and representing one’s product or service so thatit will occupy a distinct and valued place in the consumer’s mind “For the brand Kingfisher Blue, that thought is “fun, thrill and adventure”

Attributes:Beer from Kingfisher “The King of Good Times”

• Associated with adventure sports

Kingfisher Blue has an attractive packaging with a premium metalized blue

color labels and cans

ValuesExploratory , Confidence, liberation.

• Largely derived from the belief in adventure.

• Also derives from independence and making one’s own choices.

CultureSporty, Ambitious, fun

1

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Personality

• Stylish: it’s a crisp, sparkling, freash beer with premium packaging.

• Sporty: the brand associates itself with the spirit of thrill and adventure.

• Fearless: a brand that encourages people indulging in walking the road lesstravelled.

User self assured, ambitious, confident, who don’t fear making those out-of-the-linechoices, crave for fresh experiences, masculine

Benefits:Self belief, indulgence in high adrenaline rush activities, feeling young.

Brand Identity That We Seek To Create

At our side we try to create a brand identity different from the rest of the brands.This has to be done at 6 levels.

Brand Prism

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Picture of sender

Physique Personality

RelationshipCulture

Picture of reciever

ReflectionSelf-image



Brand physiqueSleek bottle and golden yellow color, very distinct and sleek bottle design

Brand personality (Refer to 1.2)

Culture (Refer to 1.2)

RelationshipPlayful and fashionable

• It has a relationship with its user that tempts, that lets them be themselves.

• It brings out their fun side, while keeping intact their high sense of fashion

Reflection

• Successful, rich and young

• Adventurous, fashionable and materialistic

• It makes them feel that they are successful and young individuals, who

deserve to enjoy themselves

Self image

• I am rich and fashionable

• I am interesting and playful

Strategic plan for overall CommunicationIt is an eight step process involving the following steps:

Identify Target Audience

Demographics:Age group: 18- 35(young)Life cycle stage: Single, newly marriedSEC2: A1 and A2

The target audience for the brand is essentially the upper uppers, lower uppers

Justification:Being a premium beer, it has to be priced in such a way so as to make it accessible to asfew people as possible. From this choice we can say that our TA has to be either from arich family or they can be successful professionals in their own fields

Psychographics3

Achievers and Experiencers

2

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Justification:

Achievers:Successful, goal oriented, fearless people who focus on career and take their own

decisions . They favour premium products that demonstrate their achievements to their peers.

Experiencers:Young, enthusiastic, impulsive people who seek variety and excitement. They spend acomparatively large proportion of income on thrill, adventure and doing unique activities

Determine communication objectives

Our communication objective will fall in under the following categories

Brand awareness

The ability to identify the brand (recognition or recall) within the category, in sufficientdetail to make a purchase, it has to stand out and away from the other brands. It has tocommunicate the premium and unque nature of the brand

Brand attitude

Evaluating the brand with respect to its perceived ability to meet a currently relevantneedThe TA should see Kingfisher Blue as something that fulfils their need of feelingliberated, independent and being connected to adventure.

Design communications

The process can be classified under three heads. The decisions that we make aboutthe brand under these criteria determine how the design of communications processwill be.

Message strategy

Out of the various message strategies that we could choose, namely: Sensory,social, rational and ego satisfaction. We have chosen the ego satisfaction messagestrategy. The justification for the sea is given below:

Social:It gives a feeling to the users that they belong to an elite group who are capable of using the premium product. It makes them feel that they belong to the group of people whose idea of fun and liberation is indulging in high adrenaline rush activities.Stylish and sporty, self assured, ambitious, confident, who don’t fear making thoseout-of-the-line choices, crave for fresh experiences like BLUE and its associationwith adventure sports.

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Creative strategy:The creative strategy can fall under two heads: Transformational or informational. We choose the transformational strategy, the justification for which is given below

Transformational:It elaborates on a non product related benefit or image. We want it to conveywhat kind of person uses the brand.The message has to be transformational because we seek to establish our brand for the elites. We need not compare it with others. Further, the brand isabout being adventurous, which focuses on how a person feels on beingconnected to the brand instead of using the product.The potential customers need to know that the brand takes them where theybelong, “a group of adrenaline rush loving people”. This is a use of positiveemotional appeal of pride

Message source

We shall use images that connect to adventure sports with people indulging insuch activities primarily being used to make the consumer feel connected to it.Exotic locations and young energetic people, who go to the limit, primarilyconvey the message.

.

Communication channels

It is important that the communication channel we choose should be consistent withthe positioning of our brand. Hence, we need to go for non personal communicationchannels.

Non personal communication channelsThey are communications directed to more than one person and include media,sales promotions, events and experiences, and public relations

Media:it includes print media(news papers, magazines ), broadcast media(TV, Radio) and

network media(telephone, mobile phones, internet)

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since, advertising alcohol is banned in India, surrogate means would have to beadopted for this purpose.Eg. KINGFISHER BLUE MILE, KINGFISHER BLUE ADVENTURE HOLIDAYSOur communication channels should be select and must have a premium image in

the minds of our target audience. Hence, the options available to us are: Niche print

and broadcast media, web page and CD ROMs

Events and experiencesIt includes only adventure and youth events that create novel brand interactions withthe customers. In a normal scenario, events can be like sports events, celebrityevents etc. The brand gets associated with these and builds its image around thetheme of the event.

. Marketing Communications MixThe marketing communication mix campaign consists of the following elements:

• Advertisement

• Sales Promotion• Events and Experiences

• Direct Marketing

• Interactive Marketing

• Word of Mouth Marketing

• Personal Selling.

• Publicity and PR

A. AdvertisingWe shall advertise only through select print and electronic media that areabout music, sports and movies, amongst these we will advertise in aselected number of media.

B. Public relations and publicityPublicity will be derived primarily by sponsoring and conductingsports(especially those involving adventure) events and other similar programs where our TA flocks and follows.

C. Events and experiencesWe shall associate the brand with prominent adventure events like mountain

rallies(it is currently being done), biking and hiking expeditionsetc

D. Direct and interactive marketingThis will be done through web pages, where the customers can register andget to know about the brand from a global perspective, events etc

E. Word of mouth marketingThis is an important part of our marketing communications, the peer groupsand generation of buzz through word of mouth publicity can act as one of thegreatest means of spreading awareness about the brand.

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Measure results4

We need to measure that what was the result of the communications to increaseawareness, induce trials and building satisfaction

Taking an example of how it will be conducted.

This monitoring has to be carried out on a continuous basis while the promotion is

running

Manage integrated marketing communications

There has to be a rhythm in the process of ending out the communication messagesthrough different channels.For example: When Kingfisher Blue sponsors or gets associated with a mountain

rally or a bike expedition, a buzz has to be built around it in the niche media aboutthe event. Similarly the web content of the Brand’s website should provide details of its involvement and engage the customers in a better way.

SOME OF THESE ACTIVITIES WILL BE SIMULTANEOUS WHILE OTHERS WILLBE SEQUENTIALEg The print media ads and expedition sponsorship have to be done simultaneously,same with web content. The publicity that needs to be built around it is sequential.

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CONSUMER BASED BRAND EQUITY MODEL

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Timeline

CONSUMER BASED BRAND EQUITTY MODEL FOR Kingfisher Blue

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• SALIENCE: Salience increases by brand elements

o Logo: Kingfisher logo in blue.

o The king of good times

o Adventure Sports

o Available currently in select cities at select locations/bars/pubs/hotels/retailers

• PERFORMANCE

o Primary characteristics: Premium beer coming from the market leader in

Beers in India.

o Secondary characteristics: Brand which promotes adventure in life( Kingfisher

Blue Mile etc.)

o Reliability: Consistent quality, qualities of a premium product.

o Service effectiveness: up to date, Brand Kingfisher service levels

o Cost: Premium.

• IMAGERY

o Brand with thrill and adventure.

o Found at select yet effective locations.

o The only beer that associates with Adventure Sports events and experiences.

o Customer Profile: Young males who are ambitious, confident, successful etc.

• JUDGEMENT

o Quality: excellent taste for the target audience

o Suits the TA’s personality.

o Reliable and concerned: Campaigns like “ Kingfisher Blue Mile” and “

Kingfisher Blue Adventure Holidays”

• FEELINGS

o Fun

o Social Approval

o Self-assurance

o Confidence

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o Ambition

o Excitement

• RESONANCE

o Loyal: can be encouraged by providing more consumer engagement

campaigns.

o Part of an elite club who take their own decisions and make out-of the line

choices.

8. THE BRAND VALUE CHAIN

The Brand value chain for the brand of Idea can be judged on the followingparameters:

Marketing Activity

Sales of the product through through♦ Retail outlets

♦ Bars

♦ Pubs

♦ Events

Advertising

♦ TV/Print Media

♦ Online

♦ PR and publicity

♦ Surrogate

♦ Events

Training

♦ Executives at Bars/Pubs/Lounges/Hotels

♦ Executives at various events

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Brand Image• Awareness

o First choice for every adventure enthusiast.

o

Advertisements

o PR and Publicity

o events online and offline

• Attributes

o Crisp taste.

o Premium packaging

o Excellent consistency.

o Brand associated with adventure

o Prevalent in select cities soon to become anational brand.

Brand Equity

• Associations

o Adventure Sports

o Premium Beer with pride

o Creates a difference

o Gives a sense of achievement

• Preferences

o To be present as a premium brand

o Provides beer for a special group of people who want adventure from their

life.

o Premium packaging and pricing makes it aspirational

• Attitudes

o Cause a difference

o

Impact people’ life positively

o Trustworthy and credible.

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o Provide best offerings at appropriate price.

o Keeps you engaged

o Open to experiences

o Up to date

Economic Value• Customer Valuations

o Users think that they use a. premium product

o Energetic and youthful

o Innovative

o “I can make my decisions”

• Price power

o Premium pricing

The positioning and the communication of the brand should ensure that onevoice and one message is propogated to the customer at the right moment inthe right way.

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2010C27 Sagar Sachdeva Brand Management Kingisher Blue

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