king fisher beer

8/3/2019 King Fisher Beer

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THE KING OFGOOD TIMES

PRESENTATION ON

Group 10Ankita verma

GeorgePreetam

Priti

Vighneshwaran

Vidhur


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Drinking beer will not reduce your sorrow neither drinking milk

so lets cheers to beer


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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

Beer is proof that God loves us and wants us to be happy.


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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

Alcohol may be man's worst enemy, but the bible says love your enemy.


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Beer

50% market share nationally.

Sold in over 52 countries and also on international flights.

Every third beer sold in India is Kingfisher.

Indias 1st global consumer brand Kingfisher.

Spirits

54% market share in the domestic market.

2nd

largest player in the world.

Aboutthecompany


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Beer

Airlines

FashionCollection

Sports

SwimsuitCalendar


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Classifications

L

ager: It is stored for a specified period before beingbottled 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.


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MarketShare & Growth


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Inside competition

Why compete against?


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BEERMARKETSHAREInINDIA

UB50%

SABMiller 36%

COBRA 9% Others 5%


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KINGFISHERBRANDMARKETSHARE

(BEER)

SAB Miller 36%

COBRA 9%Others 5%OtherUB

Brands 21%

UB

KingfisherBrand 29%


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0

0.5

1

1.5

2

2.5

3

1985 1990 1995 1997 1999 2000 2001 2003 2005 2006

HECTO

LITRES(INM

ILLIONS)

KINGFISHERBRANDGROWTH (BEER)


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MakingA Mark

strategies.


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Markofa brandnameKingfisher

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.

B

etterR

etailing outlets to be opened under KingfisherB

rand.

Venturing into otherBusiness with same Brand name, hence

increasing Brand Name & Publicity.


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COMPETITORS


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FightingCompetitions

Presently distributing brands ofBeer inIndia.

1. SABMiller : Haywards, Royal Challenge, KnockOut, Foster

2. Anheuser-Busch : Budweiser

3. Carlsberg (South AsianBreweries)

4. Heineken (Asia PacificBreweries)

5. Castle Lager

6. Cobra


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STP for Kingfishers Beer


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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.


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REST OFINDIA

WEST INDIA

SOUTH INDIA

URBAN RURAL

KF LAGER

KFSTRONG

OCCASIONAL

REGULAR

MEN

WOMEN

15-25

25-30

20-*

SEGMENTATION


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TARGETING

Kingfisher has 2 different products for different

market segments.

Friends don't let friends drink LightBeer


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TARGETING

KINGFISHER LAGER BEER

Targeted for the young who drink for fun.

Targets first time drinkers like urban women who

prefer to drink light.

Aims first time drinkers segment which drinks

for experience.

People begins with LightBeer and


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TARGETING

KINGFISHER STRONG BEER

Aimed at the regular drinkers segment.

Targets those who want to move from

mild beer to strong beer.

Friends u r grown up time to change, get de extra dum..


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POSITIONING

KINGFISHER LARGER BEER

Kingfisher lager stands for youth,

excitement and fun.

Kingfisher lager positioned at

premium segments.


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POSITIONING

KINGFISHER STRONG

Kingfisher strong another

synonym for smoothness.

Kingfisher strong positioned at

people who wants to get high


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4PsOfMarketing


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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.

Hangover due to heavy consumption is very mild.


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PLACE

Sate wise price is different

Union territory the beer is very cheap

Among all states kerela is the cheapest

Sales tax (ad valorem), Bottling Fee, Litre

Fee, Vend Fee, Gallonage Fee, Privilege Fee,

Import/ export Pass duty etc.


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PRICE

karnataka kerala

650ml

Rs.80330ml

Rs.50

650ml

Rs.60330ml

Rs.35

650ml

Rs.85

330ml Rs.60

650ml

Rs.65

330ml Rs.45

Lager

Strong

cheap and best at affordable price, come to kerela.


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PROMOTION


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PLACE


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Kingfishers SWOTAnalysis


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Worldwide knownBrand

Oldest & Largest PlayerInIndia

Huge Finances backing from UBGroup

STRENGTHS

Strongest WorldwideDistribution System.

WEAKNESSSES

DifferentBrands under Same Company

High Concentration on StrongBeer Market


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OPPORTUNITIES

Beer consumption is increasing

Reduction inTaxes

BrandExtensionBenefits

THREATS

HighT

axes &RegulationsProhibition on Advertising

Indian Culture is a Major Hindrance

ManyInternational PlayerEnteringInIndia


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SOURCEOFINFORMATION

Internet

www.kingfisherworld.com

www.theubgroup.com


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king fisher beer

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