The king of good times

Guneet kaur saluja Taijasa bhatkarSohini ghosh

Presentation on

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.

Introduction

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

• UB Group

• The UB Group, is the market leader

• The Group has a huge turnover

• Swimsuit Calendar.

• Won more than 6 International Awards

About the company

Beer• 50% market share nationally.• Sold in over 52 countries and also on international flights. • Every third beer sold in India is Kingfisher.• India’s 1st global consumer brand – Kingfisher.

Spirits• 54% market share in the domestic market. • 2nd largest player in the world.

About the company

As A Brand

Beer

Airlines

Fashion Collection

Sports

Swimsuit Calendar

Classifications•Lager: It is stored for a specified period before being bottled or canned. • Pilsner: A type of lager beer, it is light with 3.0 - 3.8% alcohol and has a medium hp flavor. • Ale: Top fermented, this kind of beer has distinct hop aroma. The alcohol content is around 4 - 5%. •Stout: Dark with burnt flavor and strong malt aroma; it is heavily hopped and contains 5 - 6.5% alcohol. • Porter: This is less dark than stout, even less hopped and is somewhat sweet. Alcohol content is around 5%.• Creamy Ale: A highly carbonated beer that is produced by a combination of Ale and lager.• Malt: A strong flavored, high alcohol content beer that ranges in flavor and colors.

Market Share & Growth

BEER MARKET SHARE In INDIA

UB 50%SAB Miller 36%

COBRA 9% Others 5%

KINGFISHER BRAND MARKET SHARE

(BEER)

SAB Miller 36%

COBRA 9%Others 5%Other UB

Brands 21%

UB Kingfisher Brand 29%

Making A Mark

strategies….

Mark of a brand name Kingfisher

• Tying up with large department stores like Food world for retailing its Beers.

• In association with number of Very Classy, Up market & Stylish bars & lounges.

• Aggressive Advertising at Outlets & Pubs.

• Better Retailing outlets to be opened under Kingfisher Brand.

• Venturing into other Business with same Brand name, hence increasing Brand Name & Publicity.

competitors

Fighting CompetitionsPresently distributing brands of Beer in India and

Globally• Haywards: Most well known for its label. Sells mild

beer rarely super strong Haywards 10000,19%market share

• Fosters: 25% market share• Budweiser: 6% market share• Carlsberg: Danish Brewing, 5th largest in the world,8%

4P’s Of Marketing

Product• No.1 selling product in its segment.• Good quality raw material is used to maintain the

quality standards.• Consistency of product quality is high.• Always tastes fresh due to good quality and well

developed distribution network.

Price

• In both mild and strong beer segments kingfisher uses competitive pricing strategy.

• Kingfisher Strong: The brand was launched in 1999 to cater to the growing strong beer segment in the country. Today, Kingfisher Strong is India’s largest selling beer brand. It is available in 4SKUs- 650ml & 330ml bottles and 500ml & 330 ml cans.

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

• It is available throughout India, and is dominant particularly in south and west India.

• UB has 16 company owned breweries apart from 9 contract breweries in 20 different location across the country.

• Kingfisher also has a presence in 60 countries.• It has some sixteen hundred shops apart from

pubs and bars. Better retailing outlets are also to be opened under the Kingfisher Brand.

Place

Promotion

•Kingfisher tagline ‘King of good Times’ is one of the most popular and successful taglines in India.

•Recently it also started merchandising sports goods and trendyclothing and accessories under kingfisher brand name

•It promotes itself by sponsoring events like fashion shows, sportspersons like Narain Karthikeyan, east Bengal soccer team,UB promoter also acquired a Formula One Team- Force India

•Promotion strategy: Company spent 21.38% of net sales on advertisements and BRAND Promotion this year compared to 19.44% last year

OLD LOGO NEW LOGO

Analysis kingfisher

beer….

STP for Kingfishers

Beer

Segmentation

• Geographic segmentation: It is available through out India and is dominant in particularly in south and west India.

• Demographic Segmentation- Age basis

Youth: 16 to 25yrs. (kingfisher mild)

Adults: 25yrs & above (kingfisher strong)• Segmentation based on Situation:

Birthdays, Anniversary, New year parties etc.

“Alcohol is the cause and the solution to many of life's problems.”

Targeting

• Kingfisher has 2 different products for different market segments.

“Friends don't let friends drink Light Beer”

Positioning

• Kingfisher positioned itself as a brand for successful & professional individuals who are always ready to take a break, party or just chill out.

• It has positioned itself as “The King of good times”.

Repositioning

Kingfishers SWOT

Analysis

Worldwide known Brand

Oldest & Largest Player In India

Huge Finances backing from UB Group

Strongest Worldwide Distribution System.

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