A Project Report On “Study of Consumer Buying Behaviour for kingfisher beer in the hotels and preference level of consumers towards the Brand” AT UNITED BREWERIES LTD Submitted in partial fulfillment of the requirement for award of degree of Master of Management Studies (MMS) under University of Mumbai. Submitted By Ms Poonam N Deshmukh Roll No: 3002 Batch: 2010-2012 Under the guidance of Dr. N. Mahesh A.C. Patil College of Engineering, Management Studies and Research, Sector 4, Plot 17, Kharghar, Navi Mumbai – 410210 1
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A Project Report On
“Study of Consumer Buying Behaviour for kingfisher beer in the hotels and preference level of consumers towards the Brand”
AT UNITED BREWERIES LTD
Submitted in partial fulfillment of the requirement for award of degree of Master of Management Studies (MMS) under University of Mumbai.
Submitted ByMs Poonam N Deshmukh
Roll No: 3002Batch: 2010-2012
Under the guidance ofDr. N. Mahesh
A.C. Patil College of Engineering, Management Studies and Research,Sector 4, Plot 17, Kharghar,
This is to certify that Ms Poonam N Deshmukh (Roll No.3002) student of Master of Management Studies has undergone her summer internship under my guidance and prepared a project report titled “Study of Consumer Buying Behaviour for kingfisher beer in the hotels and preference level of consumers towards the Brand”for the partial fulfillment of the requirements for award of degree of Masters Of Management Studies from the Mumbai University, academic year 2010-2012.
Dr. N. Mahesh
Professor & headPlaceDate
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COLLEGE CERTIFICATE
This is to certify that Ms Poonam N Deshmukh (Roll No.3002) student of Master of Management Studies has undergone her summer internship under my guidance and prepared the project report titled “Study of Consumer Buying Behaviour for kingfisher beer in the hotels and preference level of consumers towards the Brand” for the partial fulfillment of requirements for award of degree of Masters of Management Studies from the Mumbai University, academic year 2010-2012.
Dr. N.Mahesh Dr.D.G.BorseProfessor & head Director
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DECLARATION
I hereby declare that this project report entitled “Study of Consumer Buying Behaviour for kingfisher beer in the hotels and preference level of consumers towards the Brand”is a record of worth carried on by me under the guidance of Dr. N. Mahesh as a partial fulfillment of requirements for award of degree of Masters Of Management Studies.I also hereby declare that this project report is a result of my own efforts and not been submitted at any time to any other university or institute for the award of my degree or diploma.
Place Ms Poonam N DeshmukhDate
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ACKNOWLEDGEMENT
Some Says “Managers are born and some says managers are made”. I was also in some dilemma before commencing my summer internship. But after the successful completion of my summer internship I came to know that managers are made if they are guided properly and are motivated to work willingly towards fulfillment of specific goal.
It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well - wishers who have in some way or other contributed in their own special ways to the success and completion of this project.
First of all, I would like to thank Mr.Ashok Kamale (Sr manager personnel & admin) of united breweries ltd taloja,& Mr Mahendra Gharat (Secretary) , from the bottom of my heart, without thier help it would have been a dream only to carry out the project work..Project Head & Supervisor Mr. Umesh Verma (production Manager) and Mr. Rajeev Sharma (Area Sales Manager). For their support & guidance for this project
My profound sense of obligation goes to Dr D .G Borse , Director ,A.C.P.C.E.M.S.& R for permitting and giving an opportunity to work on this project. & I am also grateful to Dr Mahesh N (professor & head ). For his valuable and timely guidance during the development of this project and for supporting me, in every possible way, whenever I needed during my work .He also gives proper guidance to all management students and staff.
I convey my sincere thanks to Food & beverage managers of hotels, Navi Mumbai for their helping hand that I always found extended to me whenever I needed.
Last but not the least, I thank my parents, sister, all my friends and well-wishers for sharing joy
and sorrow and helping me out in whichever way possible.
Poonam Deshmukh
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Executive summary
Possibly the most challenging concept in the marketing is to deal with understanding the
consumer behaviour. This project report explains the changes occurred in consumer
buying behaviour of India, beer industry, and impact of price on consumers. The purpose of
this project is to find out the factors that are affecting the consumer buying behaviour and
what strategies can be formed to adopt those changes and achieve the long term growth
and success. It is based on the observation of buying behaviour of consumers using
questionnaires.
The attitude of Indian consumers has undergone a major transformation over the last few
years. The Indian consumer today wants to lead a life full of luxury and comfort. He wants
to live in present and does not believe in savings for the future.Consumer buying behaviour
is affected by a lot of variables, ranging from personal motivations, needs, attitudes and
values, personality characteristics, socio-economic and cultural background, age, sex,
professional status to social influences of various kinds exerted by family, friends,
colleagues and society as a whole.
The tastes and preferences of the current generation are changing rapidly. The current
generation does not mind paying extra for better facilities and ambience. One thing is for
sure that the pace of change in the needs, desires and wants of the Indian consumers will
be even steeper and will further change drastically in the near future. So to achieve
sustainable long term success and growth, the marketer will have to understand that how
consumers will respond to different product features, price and advertising appeal has a
great advantage over its competitors.
OBJECTIVES OF THE STUDY
To study consumers brand preference of beer in hotels of Navi Mumbai &
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nearby areas.
To study consumption pattern of beer.
To study the factors affecting buying behaviour of beer.
To study alternative ways of product promotion.
To study preference level of consumer towards brand
RESEARCH METHODOLOGY
The primary data was collected by using questionnaire method, projective techniques like
sentence completion and observation method by visiting hotels such as park ,four points,yogi
executive tunga, potpuri, rainforest, golden chariot, vaishali, indulge (lounge) The data were
collected by talking with the food & beverage manager of different hotels, resto & bar like
mahesh ,ashwith,golden punjab etc. Customer’s buying preferences was also observed and taken
into consideration.
The Secondary source of data was collected from :-
the company’s official website, magazines, journals, published reports, books, newspapers, brochures etc.
SUGGESTIONS
1. Awareness of the product is more among people. Indian market is price sensitive, Kingfisher Ultra, kingfisher premium would benefit from reducing the price2. The company can adopt new strategies and policies to overcome the Competition
Conclusion
From the above findings and analysis it can be conclude that Even though there is stiff competition from the foreign brands like Carlsberg and tuborg , Budweiser and corona. there would not be any major threat to the kingfisher brand. The brand is still the favorite among the Indian consumer and it will grow from strength to strength.What I feel is that even though price is a barrier at present, but things will get better in the future. it will still take some time for the Indian mindset to change where more number of people will be willing to spend on quality without thinking much about the cost.
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Sr.No.s Table of Content Pg. No.
I Company Certificate iII Guide Certificate iiIII College Certificate iiiIV Declaration ivV Acknowledgement vVI Executive Summary vi
CHAPTERS1 Introduction of Beer 1
1.1 Statement of the problem 1
1.2 Objectives of the study 2
1.3 Needs of the study 2
1.4 Scope of the study 3
1.5 Limitations 3
1.6 An overview of the report 32 Literature review 4-8
3 Company profile 9
3.1 History& logo 10
3.2 Types of kingfisher beer 12-15
3.3 Micheal porters Five Forces Model 16
3.4 Swot analysis of kingfisher beer 17
3.5 Market share of kingfisherbeer 18
3.6 Marketing mix of kingfisher beer 18-21
3.7 Brand repositioning 22-24
3.8 promotions 25
3.9 Surrogate marketing of kingfisher 26-27
4 Research methodology 28
4.1 Formulation of hypothesis 29
4.2 Sources of data 29-30
4.3 Tools for data collection 31
5 Data analysis & findings 33-45
6 PESTLE analysis of indian beer market 46-50
7 Corporate social responsibility by ub group 50-52
8 Findings & suggestion 53-55
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9 conclusion 56
1 INTRODUCTION OF BEER
“Beer is an alcoholic beverage produce by the fermentation of malted barely. Although the
preparation of fermented beverages has been practiced in India since early times, the art of
brewing of Europeans”.
There were 26 beer breweries in across India when the government called the game over in the
early 70’s by freezing the industries production capacity. Nobody was permitted to either expand
existing units or build new ones. In swift reaction, the cash rich Banglore based u. b group began
buying up all the breweries if it possible could bring its tally up to 10. Many of these were small,
sick units going cheap. Given the government new anti-alcohol pasture. U.B was amongst the
few willing act on the future of the beer business. Rather than cost U.B.’s actual consideration
was that they were located in the north and east markets it wanted to gain access to (beer being
perishable product and transportation being a costly proposition, sales are usually combined to a
radius to few hundred KM around the brewery). Although the south and west accounted for an
over whelning majority of sale. U.B. was confident other part would grow, some U.B.’s brewing
capacity was on par with that of its arch rival, muhan meakin.
1.1STATEMENT OF PROBLEM
1. Prices of beer are going to increase in the recent days.
2. Lack of marketing information.
3. Increasing the government taxes on the beer and other drinks.
4. Sales force to the firm with minimum sales man working in the firms
5. Lack of credit facility.
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6. Lack of advertisement as effective.
7. Problem of safe transportation to warehouse to store.
8. Lack of sales promotional activities.
9. There is no proper channel of distribution
1.2OBJECTIVES OF THE STUDY
To throw light on the history and origin of beer.
1. To know the manufacturing process of beer.
2. To evaluate the development of beverage industry in India.
3. To study the establishment, growth and progress of kingfisher industry, their production
and sales and the market share of kingfisher.
4. To evaluate the marketing performance of Beer in Hotels of Navi mumbai and to analyses
their sales.
5. To gather information from consumers about their opinion regarding various brands of beer
and kingfisher in particular.
6. To provide some information regarding the improvement of the beer.
1.3NEEDS OF THE STUDY
1. To study the current market trend to beer.
2. To study the customer preference towards beer
3. To study the current market potential of beer industry.
1.4 SCOPE OF THE STUDY
The scope of the study is not only to know about customer preference towards Kingfisher beer,
but also to know about certain other aspects.
1. To know what is the total market
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2. This study stand as complete information point not only about Kingfisher movement, but
also as a data bank in order to cover up other related industry.
3. To analyse company’s present positioning the market.
4. While conducting the survey for Kingfisher the company came to know what is its present
position in the market.
5. It helps.
a. To forecast the future development and target.
b. To analyse its drawbacks and failures.
Combing these two, a definite line can be drawn in order to develop the company and
extend its services.
1.5LIMITATIONS
One main limitation was the time factor. Since the survey was conducted along with the
academic studies.
When the consumer and dealers were contacted and requested for their opinion through personal
interview and requested and questionnaire about the study cent percent answers were not
obtained because some consumer showed their reactance to respond due to many different
reasons. But as far as possible it has been tried the best level to get the correct, exact and precise
information towards the study.
With all these limitations, this project report has been based on actual figures and the approach to
the report is based on the present market.
1.6AN OVER VIEW OF THE REPORT
A systematic and detailed study of the customer. Preference towards kingfisher beer . The
total study is divided into five main chapters in the report.
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2. Literature Review
HISTORY OF BEER
Beer is an old as the science of agronomy. As soon as man learned to fit them in to his diet,
bread and beer were two of the earliest utilization. Both baking and brewing followed similar
processes up to a certain point during early civilization. Processes show that in Mesopotamia
6000 years ago, beer was made with barley malt and allowed to ferment. Beer also was used in
ancient Egypt, Greece and Rome. Translation of uniform writings on a clay tablet found in
ancient ninevch describe Noah’s alleged preparations for the food and indicate that beer was
among the provisions that were loaded on the ark.
Respite its antiquity and general use, beer attained little commercial standing until about the 10 th
c. until then brewing was largely followed as a domestic function like many as baking and
cooking. In the middle ages brewing like many other arts was concentrated in the hands of
churchmen. Almost every monastery had its beerhouse and some of the monks were as famous
for their beer as are traipses for their cheese and Benedictines for their liquors. Beer, in that
period also was closely identified with many religious and social festivals. Such as church asses
for raising church funds.
During the era exploration of American continent beer was deemed an essential in the
provisioning of ships. Water stagnated quickly on a longtime. While beer remained
comparatively whole some and palatable. Moreover its diet properties although unidentified in
those days helped ward off many of the diet deficiency ills to which passengers and crews on
long voyages were subject. The dwindling supply of beer on the may. Flower was a factor in the
pilgrim’s decision to seek harbor ahead of schedule.
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2.1ECONOMICS ASPECTS
Country 1965 1975 1985
U.S.A 89783 108024 157863
W. Germany 26197 57471 79628
Great Britain 33960 41282 55056
USSR 15740 27006 51131
Japan 3453 7093 33482
France 10665 16869 19017
Australia 8588 10650 16481
Canada 5605 11546 18117
Mexico 5615 8732 16509
Spain 1434 8389 14162
Poland 4406 6592 10952
Brazil 6077 5629 14775
Czechoslovaki
a
8939 16022 19066
The output has been divided among approximately 100 breweries. The amount paid each year in
federal state and local taxes has been $9 per barrel. State taxes vary widely. The brewing
industry also has expenditures totaling well oversee and packing goods and for transportation ,
advertising and promotion.
Although more beer is produced in U.S.A, than in any other country. The U.S.A. ranks well
below west Germany, Luxembourg and other leading consumer nation in per capital
consumption. In 1975 per capital consumption in the U.S.A. were about 31 gallons(1117 liter’s)
annually. Patterns of consumption vary greatly within the U.S.A. and tend to be prohibition
remain in effect through local option laws.
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2.2MANUFACTURING PROCESS OF BEER
Beer is manufactured usually form barley, hops, yeast and sugar. The barley corn consist largely
of starch, which will not ferment and so it must first be converted into sugar, which ferments
readily. This brought about by malting the barely. During the malting process the barely is
soaked and then kept in a warm atmosphere so that it begins to germinate. As the barley
germinate, it produces an enzyme called “diastase” which will convert the starch into malt
sugar. Which in turn are then converted to alcohol by the yeast enzymes during the brewing.
After malting the barely is milled and then washed together with hot water and sugar. The
resulting liquidate , known as wrote is pumped into large copper vessels where it is boiled with
hops and sugar. The hops act as a flavoring and as preservative. Next, the spent hops are
separated from the boiled wort, which is cooled and put into the fermenting vessels. The yeast
is now added, and fermentation begins.
British beer begins fermentation at a temperature of about 15.6 degree c (60) degree and
fermentation takes form five to seven days. These beers are top fermented, that is the type of
used floats on the top of the liquid. The beer after fermentation, is drawknife into setting tanks
where any residual yeast is removed and then stored for a time ( from a few days to a few weeks,
depending on the type of beer) at around o degree c (32 degree) to allow it mature before it ils
rocked (filled) into bottles or cans.
Lager beers are bottom fermented, the yeast used setting at the bottom of the vessels during
fermentation, which begins at a temperature of from 6 degree c to 10 degree c and takes about 8
days. Lager bears are matured for up to 3 months at 0 degree c before rocking ( the same lager
is the word for store). During the maturation period a second fermentation takes which clears
the beer and improves its flavor and strength.
The term ‘ale’ originally applied to UN-hoped beers, but it is now widely used as a general name
for top fermented beer. The amount of hops used depends upon the type of beer being produced.
A strong to p-times the amount of hops used in malting a light lager.
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Another factor which varies according to the type of beer being produced in the malting process.
For example, the barely for a top fermented beer may be germinated for 11 days and then dried
at 107 degree c for 3 or 4 days, but barley for lager may only be for 7 or 8 days and then dried at
a temperatures of bout 55 degree c. When dark beer such as brown ales and stouts are to be
made, The barley is also high roasted. The root lets sprout form the barely during germination
shrivel and drop off when it is dried, and they are usually collected and sold for use in animal
foods.
1. Trends
Since the realization of beer in U.S. in 1933 there has been a complete switch form dark to light
beers form drought to bottled and canned beer. Drought beer accounted for more than 2/3 of all
beer sold in draught beer most of the increase in packaged beers has been in canned beer.
2. Types of beer:
In the U.S. the name “Beer” is generally given to a bright, pale Golden, light boiled , crispy fresh
beverage that is drunks, chilled some where between 44 degree f and 48 degree f (6.6 degree c
and 9 degree c ).
Bock beer
It is a special, full bodied brew, some what darker and sweeter than regular beer. It is brewed in
winter for use in the spring. Bock beer day, the day on which it is first sold is planned to herald
the arrival of spring. The bock beer season lasts about six weeks.
Malt liquor
It is a special kind of beer that varies considerably among brands. Some malk liquors are quite
pale, others are rather dark. Some are quite happy , others are only mildly so, their essential
characteristics is a higher alcoholic content than in other beers.
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Lager
It is generally understood to be a light bright and sparking beer, but today all malt beverages in
the U.S. are laggard.
Pilsner
It is a term after seen on beer labels around the world. The original and the pilner beer is the
pilsner urquell which has been brewed at platen in bohemia. Czechoslovakia, for some 800
years and has never been equaled.
Ale:
It is an aromatic, golden, fuller-bodied and bitter malt beverage with a slightly higher alcoholic
contents than beer , all ales top fermentation brews.
Stout
It is darker, fuller bodied ale yielding a rich, ceremony foam, strongly rousted most is used to
give a richer body. It is sweeter and less happy than regular ale.
Sake
A Japanese brew made form rice, is given a high alcoholic content by refermentation.
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3 Company profile
United Breweries Group
United Breweries Group or UB Group, based in Bangalore, is a conglomerate of different
companies with a major focus on the brewery (beer) and alcoholic beverages industry.
The company markets beer under the Kingfisher brand and has also launched Kingfisher
Airlines, an airline service in India, with international flights operating recently. United
Breweries is India's largest producer of beer with a market share of around 48% by volume.
It is owned by Vijay Mallya who had been a member of the Indian Parliament.
United Breweries now has greater than a 40% share of the Indian brewing market with 79
distilleries and bottling units across the world. Recently UB financed a takeover of the spirits
business of the rival Shaw-Wallace company giving it a majority share of India's spirits business.
The group owns the Mendocino Brewing Company in the United States.
•Those who want to light beer to something stronger
•Regular drinkers who prefer stronger flavour
3.7Product
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.
Place
It is available throughout India, and is dominant particularly in South and West India.
UB has 16 company-owned breweries apart from nine contract breweries in 20 different
locations across the country.
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Kingfisher also has a presence in 60 countries.
Kingfisher also has an online marketing system. Any consumer can go to
www.Kingfishernetshop.com and get their beer- a mini mum of six bottles home
delivered. This move has been a big draw with info tech professionals and district women
drinkers.
It also has some sixteen hundred shops apart from pubs and bars. Better retailing outlets
are also to be opened under the Kingfisher Brand.
Kingfisher also has tie-ups with large department stores like ‘Food world’ for retailing its
Beers.
Kingfisher also has association with number of Very Classy, Up-market & Stylish bars &
lounges which goes hand in hand with its brand image.
Price
In both mild and strong beer segment Kingfisher uses competitive pricing strategy. i.e.
650ml at Rs 85/- and 330ml Rs 45/-
Promotion
Kingfisher tagline ‘King of good times’ is one of the most popular and most successful
tagline in India.
Since advertising of liquor is banned in India, Kingfisher uses surrogate advertising
methods like using mineral water and sodas.
Aggressive advertising at Outlets & Pubs.
Recently it also started merchandizing sports goods and trendy clothing and accessories
under Kingfisher brand name.
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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).
Kingfisher also deals in sports merchandising starting with an ad featuring Sourav
Ganguly and Ajay Jadeja in 1997.
With the launch of Kingfisher airlines combined promotion is possible which helps the
brand promotion a lot. Kingfisher also ventured into other businesses with same brand
name making the brand more visible and publicity easier.
Kingfisher recently tied up with NDTV for their new lifestyle channel NDTV Good
Times for five years
And finally the Sultan himself, Dr. Vijay Mallya, the Big Daddy of all brands, the
flamboyant Czar of the liquor industry who is the youth icon of a million hearts. His sole
presence outweighs all other competitors taken together.
3.7Brand repositioning of Indian brand in presence of international brand:
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The term “positioning” is widely used within the marketing and advertising communities today.
Positioning is often used nowadays as a broad synonym for marketing strategy. Positioning
should be thought of as an element of strategy, a component of strategy, not as the strategy itself.
The term “positioning” is, and should be, intimately connected to the concept of “target market.”
That is, a brand’s positioning defines the target audience. The correct positioning of a brand is
basic and fundamental to its success; an incorrect or suboptimal positioning can doom a brand to
underperformance or failure. Kingfisher, since its origin proved to be the marketing savvy brand.
Even though it was the largest selling beer brand, but when Fosters entered the Indian market,
Kingfisher sniffed possible competition and invested heavily in brand visibility and positioning.
During 2003-04 Kingfisher again repositioned itself by changing the logo.
PREVIOUS LOGO CURRENT LOGO
Instead of the sitting kingfisher bird, the picture of a flying kingfisher was used during creation of new logo because the company wanted to promote itself as an aspirational brand which always wants to go high. This change was made mainly to maintain the distinctive positioning and to create a stronger emotional bond with the aspiring Indian youth. This repositioning was so successful that even today Kingfisher uses this logo. After the entry of international brand
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Fosters, Kingfisher repositioned itself into a lifestyle brand adopting jingles like ‘Oola la le lo’ and tagline ‘King of good times’. Kingfisher tried to position itself as a brand for the successful and professional individuals who are always ready to take a break, have a party or just chill out. This positioning was promoted using Indian cricketers such as Ajay Jadeja and Sourav Ganguly, West Indies cricket team (At that time Kingfisher was the official sponsor of WI cricket team) and various other means. The notable thing during this repositioning process is that during this process Kingfisher kept the original message of the brand intact while adopting strategies (including advertising, logo designing, etc.) to communicate better with the consumers and to create a stronger emotional bond with them. The strategies of Kingfisher paid off well and as a result Kingfisher maintained the leadership position and added more dimensions into the brand making it stronger than before.
Brand Extension:
Kingfisher is one of the most recognized brand in India and SAB Miller’s foster’s has also
positioned itself as a unique brand so extension of both brands is possible without much hassle.
Kingfisher:
Kingfisher is widely known among large number of consumers and its brand presence increased
after diversification into airlines business. Kingfisher brand can be extended in following ways-
Line Extension:
Ultra Premium Beer: Though Kingfisher has a huge presence in both light and strong beer
segment but from the beginning it followed strategic pricing policy and that made the brand
very popular. But with the increasing income level of the Indian youth and the entry of
international spirit majors like Carlsberg, Budweiser, etc. Kingfisher should introduce a high-
priced premium beer that would compete against these brands effectively. In this way the
company could extend its customer base and their strategy would also help the company to tap
the high income aspiration group and since company could apply ‘skimming the cream’ policy
for this segment, it could be assumed that revenue generation would be high enough to
maintain profitability. This move may also help the company if it wants to transform itself into a
legendary brand not only in India but also across the globe.
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Category extension:
Energy drinks: Kingfisher always maintained itself as a lifestyle brand and associated the brand
image with the youth. With the increasing per-capita income and westernisation of the Indian
society, people are getting ready to spend more and more. On the other hand they are more
conscious about health issues. Energy drinks are very popular in Western countries and some of
them also entered into the Indian market but they failed to make an impact. If a company like
Kingfisher with huge brand popularity and strong self and distribution network introduce
energy drinks it could be a success. It will also go hand in hand with the current image of the
brand.
Film production and distribution: Every year Indian film industry release a lot of movies and it
is the largest film industry in the world considering the number of release per year. Still in India
same production and distribution has not reached professional level. Only a few companies at
present do things in a methodical way. But international production majors are entering in the
Indian cinema space and Indian multinationals are also taking interest in this field. Kingfisher as
a lifestyle brand always maintained a close relationship with the film fraternity and also has a
presence in the television space in a joint venture with NDTV. So it would be a natural extension
for the brand to start a movie and television production house. With this move Kingfisher
would bring in its corporate expertise and financial muscle. This will also help the brand to
increase the brand visibility. And just like Adlabs Kingfisher will have the opportunity to create
its own multiplex chain and it will also help the current lifestyle apparels and accessories
business a lot.
Apparels and accessories retailing: Even though Kingfisher is already present in the apparel and
accessories space but its presence is very limited. According to industry estimates organised
retailing is the next big thing. In this scenario Kingfisher could easily use its huge brand
presence and popularity by investing more into the apparel and accessories retailing. In this way
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Kingfisher could transform itself into a complete lifestyle brand and that would open new
horizons for the brand.
3.8Kingfisher’s overseas promotion drives -
1. Abu-Dhabi to Goa : A promotion at all the six stores of Spinney’s, Abu Dhabi took place
where customers were entitled to a raffle coupon to win an all expense paid holiday to Goa on
purchase of any case of Kingfisher or Kingfisher Strong. Two lucky winners were to fly to Goa,
for an exclusive Taj resort, sightseeing and excursion including visit to the production unit and
lots of complimentary Kingfisher to ensure that happy times stay with our valued customers
forever.
2. Tie up with Sony: Kingfisher had an exclusive deal with Sony consumer electronics raffle
and instant scratch and win promotion wherein the customers on purchase of any case of
Kingfisher Lager or Kingfisher Strong stood a chance to win by way of instant scratch and win