beer market in india final

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BEER MARKET IN INDIA 

“Beer is living proof that God loves us and

 wants to see us happy.”

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MARKET CHARACTERISTICS

• Beer packed in 650,750 & 1000 ml

glass bottles; usage of (330 ml) cans minimal

• Preference in the Indian market for strong beer

(40 – 55%)

• major reliance on surrogate advertising tocommunicate with the target audience.

• 85% of all drinkers are male

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Regulatory environment 

• The Indian market is highly regulated, highlyrestricted and highly taxed.

• Licensing requirement exists for Raw materialprocurement, Stocking of raw material,Production, Inter-state movement, Retailingand Distribution.

• Controls also exist on Brand entry,Advertising, Distribution & Pricing.

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THE MAJOR PLAYERS IN THE MARKET

UNITED BREWERIES LIMITED

launch of kingfisher brand

national brands : kingfisher , ice beer

regional brands : Sun Lager, Flying horse, Kalyani Black Label, Bullet andCharger

SOUTH AFRICAN BREWERIES (INDIA) LIMITED & SHAW WALLACE

 world’s leading brewer in developing market 

lager beer : castle lager

strong beer : knock out , haywards 5000

MOHAN MEAKIN

golden eagle

MOUNT SHIVALIK

thunderbolt

FOSTERS : lager beer.

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MARKET SHARES

55%36%

4%3%2%

UB

SHAW

WALLACE +

SABMOHAN

MEAKIN

MOUNTSHIVALIK

FOSTERS

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Surrogate advertising platforms

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UNITED BREWERIES

• United Breweries promotes Kingfisherbeer with ads for Kingfisher mineral water.

• Formula 1 racing• They are associated with East Bengal

• They have instituted the fashion awards,

the first of its kind in the country.• Huge event sponsorships and promotional

campaigns

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• They have associated themselveswith a property that appeals to the youth

• People can log on towww.kingfishernetshop.com and get theirbeer-a minimum of six bottles-home-

delivered•  Kingfisher has a ready association with 

lifestyle, fun, sport   –brand platform

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SAB MILLER

• Hayward's 5000 soda

'Hey, I've tried the soda. Maybe I'll try the 

beer, too,' 

• Shaw Wallace is paying for renovations atthe small but growing number of privateliquor stores in exchange for prime shelfspace and large in-store ads.

•  The Men’s Fashion Fair 

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• SAB Miller tied up with theatre director AnuragKashyap to stage his play, When God SaidCheers in bars and restaurants across the

country. It is a story of a man's conversationswith god over a pint of Castle Lager. This is anunusual event sponsorship because Castlebeer, here, is an integral prop in the play!

•   ‘Perfectly Balanced Beer’   –brandplatform

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• Castle Loud is a property they are activelybuilding. It’s a music property they are

taking across the country .

They are bringing in DJs from all over theworld.

• Castle Loud is an initiative of Castle Lagerto bring a perfect balance of music andbeer.

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FOSTERS

• Fosters, which has been a local marketplayer for seven years now, relies on it'swell-established 'Brand Australia' for goodmeasure, with it's Formula One associated

events spreading across premium barsand restaurants across the country.• During the Australia cricket tour of India,

Fosters switched gears to associate itself

with India's best loved sport. A spate ofoff-pitch media and consumer events wereorganized around the cricket team, frombeer and barbecue afternoons to musical

evenings

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• Fosters conducted contests titled

"How to speak Australian in select bars

and pubs. They quizzed guzzlers onAustralia and Foster and gave winningcustomers attractive prizes

• brand Australia   – brand platform

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Future of Beer In India

1.India has predominantly a warm/hot climate2.The beer-drinkers in the country are much

younger than the average beer-drinkerelsewhere in the world.

3.High percentage of people in the young agegroup

4.Increasing exposure to beer and wine

drinking, mainly due to media and consumermobility.

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Per capita Beer consumption

Rank  Country 

1 Czech Republic 161.8

2 Republic of Ireland 150.5

3 Germany 127.4

7 United Kingdom 99.4

12 Netherlands 84.2

13 US 82.0

39 Italy 26.9

India is at a measly 1 litre per annum per capita

Even China is at 16 litres per annum per capita

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The Gap

• Normal

• Strong

• Light

Currently in India there is no beer in the

Light category

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Perceptual map

strongmild

Low calorie

High calorie

Kingfisherstrong

Kingfisher Lager

Kalyanistrong Bullet

Londonstrong

Haywards 5000

San Miguel

Low cal ultra strongbeer for men

Low calorie ultra mildbeer for women

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Target Audience

• First time drinkers

• People who drink for experience and

not for getting drunk • Sophisticated consumer

• Health Conscious

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Customer image

“up -market upper mid market,college/office going youth, male or 

female, with aspirations, who sees himself as both physically and mentally fit, has an attitude of self-confidence 

and nurtures the belief that „he/she can change the world” 

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USP

• Highly carbonated• Low bitterness and no after taste

• Fewer calories and Low alcohol

percentage

• Significant health benefits minus thecalories

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Feelings/Imagery that a Beer brandcommunication evokes

• Friendship

• Sex

• Sport

• Tradition

• Relaxation

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 Alternate uses of our Beer

• As a mixer for hard liquorSince it is highly carbonated and hasless calories than all the soft drinks fruit

 juices that are normally mixed withalcohol

• Use of beer for beer recipes

• Barrel parties

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Beer and Women

 “Give me a woman who loves beer and

I will conquer the world.” 

- Kaiser Wilhelm

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BEER and WOMEN

• Special Beer only for women

• On the same lines as our normal beer

• A great tasting beer which does not addinches to your body

• Changing the perception associated

with beer through feminist packaging

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CHEERS !!!!!!!!

“Without question, the greatest invention in the history of 

mankind is beer. Oh, I grant you that the wheel was also a fine

invention, but the wheel does not go nearly as well with pizza.”- Dave Barry