Kingfisher Beer

KINGFISHERBY- Ashutosh Sahoo

PTU. S10IIBS, Bangalore

CONTENTS objective History Different products Misson & Vision Market Size Classification of Beer Market Captures Kingfisher’s 4p’s Target Repositioning Future growth Plans Methodology Findings Conclusion Recommendation

OBJECTIVES

• To study the market position &

market share of kingfisher beer.

HISTORY The UB Group was founded by a Scotsman, Thomas Leishman in 1857.

Vittal Mallya was elected as the company's first Indian director in 1947.

After Vittal Mallya's death in 1983, his son Vijay Mallya took up the responsibility of the group.

1948 - Mr. Vittal Mallya became the first Chairman.

1950 - Registered office moved to Bangalore.

1981 - Canned Beer was introduced.

PRODUCTS

MISSON & VISION• Focused on assuming leadership in all their

target markets.

• They seek to be the most preferred employer wherever they operate.

• They recognize that their organization is built around people who are their most valuable asset.

• To be a major contributor to their National Economy

MARKET SIZE FOR BEER IN INDIA

Indians drink little more than 1 litre per capita annually.

Relatively very less when compared to a global average of 22 litres.

And even lesser when compared to the highest per capita consumer of 156.9 litres per annum by Czech Republic.

CLASSIFICATION

Lager: It is stored for a specified period before being bottled or canned.

Malt: A strong flavored, high alcohol content beer that ranges in flavor and colors.

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%.

MARKET CAPTURES

Market share of Kingfisher > 36%

Market share of Fosters – 6%

Market share of Mohan Meakins – 5%

KINGFISHER’S 4P’S

PRODUCT

No. 1 selling product in its segment.

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.

It is available throughout India, and dominant in South and West India.

UB has 16 company-owned breweries apart from nine contract breweries in 20 different locations across the country.

Kingfisher also has an online marketing system. Any consumer can go to “www.Kingfishernetshop.com” and get their beer- a minimum of six bottles home delivered.

It also has some 1600 shops apart from pubs and bars.

PLACE

PRICE

Bottles

Canned

Mild - Rs. 70 Strong - Rs. 72

Mild - Rs. 38 Strong - Rs. 40

PROMOTION

Kingfisher tagline ‘King of good times’ is one of the most popular and successful tagline in India. Recently it also started merchandizing sports goods and trendy clothing and accessories under Kingfisher brand name. Each year Kingfisher brings out new calendars featuring top models in swimwear. Kingfisher also 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).

TARGET

Kingfisher Mild (Alcohol<4%)

Kingfisher Strong (Alcohol>4%)

Youth who drink for fun. Those who want to shift from light beer to strong beer.

First time drinkers who drink for experience.

Regular drinkers who prefers strong flavoured.

Urban women who prefer to drink light.  

RE-POSITIONING

Previous logo Current logo

Reason for changing the previous logo was to create the strong emotional bond of the brand which always wants to go high. It was in the year 2003-04.

FUTURE GROWTH PLANS

Line extension:

- Ultra premium beer

Category extension:

- Energy drinks

- Film production and Distribution

- Apparels and Accessories retailing

METHODOLOGY

• PRIMARY DATA: Nil

• SECONDARY DATA: I prefered only the website of Kingfisher to collect my required datas,

FINDINGS

• Promotional Strategy: Company spent 21.38% of net sales on Advertisement and Brand promotion during the year compared to 19.44% of the previous year.

• Ingredients: Barley Malt , Cane Sugar ,

Crystal clear water,Aromatic flowers ( Hops ),

Alcohol, Yeast.

CONCLUSION

India is a growing economy and its market is opening up. The per capita income of the people of the country is rising daily and so is the beer consumption rate. The stigma associated with the consumption of alcoholic drinks has also gone down; as a result the beer companies are trying to get more associated with everyone’s life.