Kingfisher

SURYA PRAKASH 12UMA SHANKAR 32AMARENDRA 31BHAVESH 04RAVI SHEKHAR 50

MARKETING STRATEGY

1857 - Mr. Thomas Leishman formed United Breweries Ltd.

1947 - Mr. Vittal Mallya became the first Chairman of Indian Origin.

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.”

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.”

As A Brand

Beer

Airlines

Fashion Collection

Sports

Swimsuit Calendar

Classifications

• 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%

competitors

Fighting CompetitionsPresently distributing brands of Beer in India.1.SAB Miller : Haywards, Royal Challenge,

Knock Out, Foster2.Anheuser-Busch : Budweiser3.Carlsberg (South Asian Breweries)4.Heineken (Asia Pacific Breweries)5.Castle Lager6.Cobra

Analysis kingfisher

beer….

Porters 5 Force Model Applied to

Beer Industry

Porters 5 force model

Overall industry rating: highModera

telow

Threat of new entrants. X

Bargaining power of buyers. X

Threat of substitutes. X

Bargaining power of suppliers. X

Intensity of rivalry among competitors.

X

Threat of New Entrants• Threat of new entrants is towards lower side.• Economies of scale in manufacturing, distributing, and

marketing create high barriers to the national and global markets.

• The capital needed to build beer manufacturing facilities and the costs associated with operating business on a national scale are extensive.

• The costs associated with this highly controversial industry seek high levels of sales, thus making the industry more and more prohibitive for newcomers.

• Government regulations are largest factor in this force.

Bargaining power of buyers

• Barraging power of buyers is high.

• The quantity of alcoholic beverages that a nation consumes tends to be unaffected through recession and prosperity while the quality of the products purchased is directly related to the disposable income.

• A decline in disposable income shifts consumer preferences away from premium-priced brand-name products in favor of lower-priced brands i.e switching cost is low.

“The worse you are at thinking, the better you are at drinking”.

Threat of substitutes

• Threat of substitutes is low.

• Customer loyalty through brand awareness.

• The advertising restrictions placed on alcoholic beverage industry in recent years make it harder to achieve brand loyalty.

“It takes only one drink to get me drunk. The trouble is, I can't remember if it's the thirteenth or the fourteenth.”

Bargaining power of suppliers

• Supplier Power is low

• Products used to brew beer are inexpensive and suppliers are numerous.

• Moderate.

• Rise in legal and regulatory burdens, leads many manufacturers to merge in order to lower competition. Acting as oligopolies, they ensure high profit margins, cash flows, and investment returns.

• Though the competition is tough, The Kingfisher brand is the one of the largest supplier of beer, & the third largest producer of distilled spirits,

Intensity of rivalry among competitors

“Drinking is a way of ending the day”

PEST ANALYSIS

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

CONCLUSION

Source of information

www.kingfisherworld.com

www.theubgroup.com