Kingfisher- marketing mixThe king of good times
Submitted to – Prof. Smita K. Gaikawad
Presented by – Umang yadav
About
Kingfisher is an Indian beer brewed by United Breweries Group, Bangalore.
Vijaya mallya is the chairman of kingfisher.
With a market share of over 36% in India, it is also available in 52 other
countries.
Kingfisher is one of the oldest, most widely recognized and respected
brands in India.
Kingfisher Strong Premium Beer comes from the house of United Breweries
Limited.
The brand was launched in 1978.
Competitors
Product – kingfisher beer
Brand name – kingfisher
Variety -
Kingfisher PremiumKingfisher StrongKingfisher Strong FreshKingfisher DraughtKingfisher UltraKingfisher BlueKingfisher RedKingfisher Lager
Quality - Kingfisher Strong, robust brew with alcoholic strength of 7.2% v/v, combines the unique taste and quality of Kingfisher beer with the strength to satisfy the most demanding palate
Continued.. Features –
The beer itself is a light tasting, easy drinking beer with plenty of
malt. It goes down really well -- if not a little too well at times!
Kingfisher Strong, containing around 8% alcohol, is fast growing in
popularity and has more flavour than the regular Kingfisher
Premium, which has 4.8% alcohol.
Another variation is Kingfisher Blue, marketed at the young and
trendy. This is also a strong beer with around 8% alcohol but it has
a very light watery taste.
Distinctive and full-bodied Kingfisher Ultra, made from imported
ingredients, is the newest label to hit the market.
Packaging and sizes
Kingfisher beer comes in packaging of four types :
1. Quart – 650 ml
2. Pint – 330 ml
3. CAN – 500
4. CAN - 300 ml
Price
Premium
650ml @ Rs.95
330ml @ Rs.60
Can 500ml @ Rs.77
330 Can @ Rs. 55
5ltr 900
Strong
650ml @ Rs.100
330 ml @ Rs.55
Can 500ml Rs.80
330ml Can @ Rs.57
Blue
650ml @Rs.100
330ml @Rs.60
Can 330ml @Rs.60
Can 500ml @Rs.80
Draught
500ml @ Rs.80
650ml @ Rs.160
330ml @ Rs.100
types Quantity in ml Price in rs
King Fisher Strong Premium Beer 330 ML 50
King Fisher Ultra Premium Beer 650 ML 160
King Fisher Ultra Premium Beer 330 ML 100
Kingfisher Blue Premium Beer 500 ml (24 cans) 80
Kingfisher Blue Super Premium Beer 650 ML 90
Kingfisher Blue Super Premium Beer 330 ML 55
Kingfisher Mega Strong Premium Beer
650 ML 90
Kingfisher Premium Lager Beer 650 ML 85
Kingfisher Premium Lager Beer 330 ML 50
Kingfisher Premium Lager Beer Can 500 ml (24 cans) 75
Kingfisher Red Premium Gravity Beer
650 ML 100
Kingfisher super Strong Premium Beer Can
500 ml (24 cans) 80
Kingfishersuper Strong Premium Beer Can
330 ML 55
Place
With a market share of over 36% in India, it is also
available in 52 other countries
Kingfisher has an online marketing system
It is available throughout India
Kingfisher has its tie-up with large retailers
Kingfisher has also its association with various lounges
which goes hand in hand with its brand image
United
breweries ltd.
Production units.
Promotion
Its tagline ‘King of good times’ is one of the most popular and successful
taglines
Kingfisher uses surrogate advertising since the advertisements has been banned
It rolls out calendars and sponsors sports events for promoting its brand
Currently, Kingfisher is the Good Times partner for 6 IPL teams i.e.
Mumbai Indians, Royal Challengers Bangalore, Sunrisers Hyderabad,
Rajasthan Royals, Kings XI Punjab and Delhi Daredevils.
Kingfisher also sponsors the East Bengal Football Club (Asian Champions
2003) and promotes Baichung Bhutia, one of the most popular
footballers in the country. Kingfisher also hosts 'Corporate 5s', an annual five a side football event for corporates at the national level.
Promotions…
On the fashion front, Kingfisher was responsible for constituting the
"Kingfisher Fashion Awards"
Apart from direct sponsorships and associations, the brand is also
involved in various ground level activities which are more experiential
in nature – thematic promos at pubs, MTV awards, Sunday Night
Bazaars, Casino Nite, etc being a few. Voice of Goa, an annual hunt for
the best singing talent in Goa, has been a tremendous hit. Kingfisher
has kept an array of festivals in its bag to keep the Good Times rolling.
The Great Indian Octoberfest (Kingfisher TGIOF)
campaigns
