Kingfisher Fina1l

SHRADDHA GOJE

ROLL NO.:42

SHEENA MERCHANTROLL NO.:56

SIDDHARTHJOSHI

ROLL NO.:35 SONAL AJGAONKARROLL NO.:03

SYLVIA LOPEZROLL NO.:46

introduction

•Kingfisher is a brand from the UB group stable

•It is the largest selling beer brand in India commanding a market share of over 28% in the Rs 5000 crore Indian Beer market

•The brand epitomizes energy, youthfulness, enthusiasm ,freedom but with a touch of professionalism

introduction

•United Breweries have a history dating back to 1857

•The company came into existence as UB in 1915 with the merger of five small breweries •The Kingfisher brand was launched in the year 1980

Brand- kingfisher

Brand Elements:

•Name- Kingfisher

•Tagline- Kingfisher-King of Good Times

•Logo

repositioning

The new logo reflects brands vision to scale new heights

Brand extension

•Kingfisher airlines•Kingfisher Derby•Kingfisher Leisure and food•Kingfisher F1 racing •NDTV good times•Kingfisher IPL team•Kingfisher swimsuit calendar•Kingfisher holidays

Kingfisher airlines

•Frame of reference: Aviation Industry

•Point of differentiation: Special Services

Kingfisher beer market share

SAB Miller 36%

COBRA 9%Others 5%Other UB

Brands 21%

UB Kingfisher Brand 29%

KINGFISHER BRAND GROWTH (BEER)

0

0.5

1

1.5

2

2.5

3

1985 1990 1995 1997 1999 2000 2001 2003 2005 2006

HE

CT

OL

ITR

ES

(IN

MIL

LIO

NS

)

Perceptual mapping

Kingfisher Beer

Heavy

Light

PremiumBudget

•Kingfisher beer•Fosters

•Haywards•Zingaro•Kalyani•Thunderbolt

•Golden Peacock

Kingfisher beer-stpsegmentation

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

•Demographic Segmentation- Age basisYouth: 16 to 25yrs. (kingfisher mild)Adults: 25yrs & above (kingfisher strong)

targeting

•Kingfisher has 2 different products for different market segments

•Youth who drink for fun •First time drinkers•Urban women who prefer to drink

Kingfisher Mild (Alcohol <4%) Kingfisher Strong (Alcohol > 4%)

•Regular Drinkers•People who prefer strong drinks

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”

Porter’s model-Kingfisher beer

COMPETITORS RIVALRY(HIGH)

BARGAINING POWER OF SUPPLIERS

(LOW)

BARGAINING POWER OF BUYERS

(HIGH)

THREAT OF NEW ENTRANTS

(LOW)

THREAT OF SUBSTITUTES

(LOW)

Bargaining power of Buyer: (HIGH)• Number of buyers are high• Buyers switching cost is low

Bargaining power of Suppliers:(LOW)• Suppliers are numerous• Products used to brew beer are inexpensive• Suppliers threat to forward integration is lowThreat of Substitute:(LOW)• Customer loyalty towards kingfisher

Threat of New Entrants:(LOW)• High Economies of Scale• High capital Requirement• Less access to distribution channel• Stringent Government Policies and taxes

Competitors Rivalry:(HIGH) • Industry growth rate is high• Relative size of competitor is large• Competitor less diversified

Swot analysis

STRENGTHS

• Strong brand value and reputation in the minds of customers• Quality of the service• First airline to have a new fleet of airbuses• Quality and continuous innovation

WEAKNESSES

• Still a not in profit organization• High ticket pricing• Facing a tough competition from competitors

Swot analysisOPPORTUNITIES• The expanding tourism industry• The non penetrated domestic market• International market• Untapped air cargo market

THREATS• Competitors• Fuel price hike• Tourism saturation• Economic slowdown• Promotions and sponsorship declining

4 P’s of marketing

PLACETheir services range from Ahmadabad to Agartala and to the major cities such as Delhi, Bangalore, and Chennai etc.The main strategy that kingfisher follows is to target the metro cities or the tier 1 cities in India

PROMOTION Events and advertisements through which kingfisher airlines is promoted

4 p’s of marketing

PRODUCT

Currently the kingfisher airline operates the aircrafts like the

airbus A 320, A 319-100 and ATC-72

By acquiring Deccan, kingfisher has started a new fleet known

as Kingfisher Red

4 p’s of marketing

PRICE

Targets the higher income group as well as the upper middle class

background.

There are a few segments that are majorly for the youth and the

high lifestyle segments.

Some of the services offered by kingfisher target those segments

which are willing to pay for luxury

BCG

StarsAirlines

Question mark NDTV Goodtime

Cash cow

Kingfisher Beer

Dogs leisure and food

RELATIVE MARKET SHARE

MARKET GROWTH

Promotional strategies

•360 degree approach of advertising

•Basic media

•Surrogate Advertising- KINGFISHER MINERAL WATER

•PR- INOX multiplexes in Mumbai publicized

Promotional strategies

•KFA made use of various fashion shows, celebrity golf matches, New Year parties all to build its “Kingfisher” brand•Sponsorship- IPL and FORMULA 1 •KFA was the official travel airlines for the cast and crew of “Mangal Pandey”- the movie

Pricing strategy

• Competitive pricing strategy (beer)

• Premium prices for airline

Pricing strategies

Product life cycle of kingfisher

5c’s for Kingfisher

Customer needs• Fresh and Trendy Airliner required• Fun liner• Budget Class• Tangible and Intangible Benefits

5 c’s for kingfisher


Company skills• Image of Company - Flamboyant CEO – Mr. Vijay

Mallya• Cash Rich UB Group• Lavish lifestyle• Simple Goal “"Kingfisher Airlines will have a 'Fly

the Good Times' approach and this will reflect in the experience we will offer to passengers.” – Mr. Vijay Mallya , Chairman and Managing Director of the UB Group



Collaborators• Non Poaching Alliance with Deccan

Competitors• Deccan, GoAir,Sahara LCC• Jet –Sahara• Positioned as a Budget Airliner• KFA Targetted Young Middle Class Segment • Young, Savvy and Upwardly Mobile



Context• IA and AI Dominated the market till 1995• Many private players came and failed• Jet and Sahara enjoyed leadership• King of Good Times Arrival


recommendations

•Tying up with More number of large department stores for

retailing its Beers

• Entry into Low Cal & Varied Flavor Market.

• Development of New & Innovative Packaging i.e. use of Pet.

• Double Branding UB’s Regional Brands

•Royalty Club for Classy & Up-market Bars & Lounge Owners

recommendations

•Alcoholic flavoured Beverages for ladies

•Executive Jet liners

•Yacht Consulting

•Cruise Services – Kingfisher Holidays

Thank you

Kingfisher Fina1l

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