Marketing Management

BEER

BEERBeer is one of the world's oldest prepared beverages, possibly dating back to the early Neolithic or 9000 BC

Beer Market In IndiaBeer market in India is estimated to be around Rs. 3000 crores. Around 94 million cases of beer are sold annually. Increase in purchasing power and growing popularity of beer makes India a market of high potential, with 15% to 30% annual growth United Breweries is the market leader with a 47.5% market share.

Major Players & Market Share

SAB Miller

UB Kingfisher Brand

Major PlayersUB Other UB Brands Cobra

Market Share (2010)

29% 36% Cobra Others Sab Miller UB Kingfisher Brands Other UB Brands 5% 9%

21%

United Group or UB Group, headquarters at Bangalore, India

HistoryUnited 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 1857 - Mr. Thomas Leishman formed United Breweries Ltd. Now the headquarters at Bangalore, India 1947 - Mr. Vittal Mallya became the first Chairman of Indian Origin. Who is also a member of the Indian Parliament 1974 - International beer exports began to Aden and Middle East 1983 - Dr. Vijay Mallya became the Chairman of the UB group. United Breweries now has greater than a 40% share of the Indian brewing market with 79 distilleries and bottling units across the world

PREFORMANCE HIGHLIGHTS YEAR ENEDED MARCH 31, 2010 Crossed milestone of 100 million. UBL s gross margin increased by Rs. 159 crores in the Financial Year, Profit before Interest and Exceptional Items grew to Rs. 208 crores. The Company continued to invest both behind brands and the trade. Sales volume increased up by 20% against an industry growth of 10% Key contributors to growth were Maharashtra, Rajasthan, West Bengal, Tamil Nadu, and Orissa. Revenue increased by 18% Net profit up by 51%

Welcome to world of Kingfisher - The King of Good Times

Beer Airlines Fashion Collection Sports Swimsuit Calendar

History of KingfisherEstablished in 1857 with the name Castle Breweries. Renamed United Breweries in 1915. First manufactured beer in 1944 under the label Exports Beer. Started exporting beer to Mid-East in 1974. Introduces Kingfisher in 1978. The largest selling Beer in India, Kingfisher commands a market share of over 36% in the country with 1 out of every 3 bottles of beer sold in India being a Kingfisher brand. And also available in 52 countries across the globe.

S

SEGMENTATIONTARGETING

T

P

POSITIONING

SegmentationAGE GENDER

SEGMENTATION

CONSUMPTION

GEOGRAPHY

15-25

AGE

25-35

>35

G E N D E R

R E G U L A R

CONSUMPTION

I R R E G U L A R

G E O G R A P H Y

WEST SOUTH REST OF INDIA

TargetingKingfisher Mild (Alcoholic < 4%)) Youth who drink for fun First time drinkers who drink for experience. Urban women who prefer to drink light Kingfisher Strong (Alcohol > 4%) Those who want to light beer to something stronger. Regular drinkers who prefer stronger flavor.

4 Ps

Marketing Mix

Product Price Place Promotion

ProductKingfisher Kingfisher Kingfisher Kingfisher Kingfisher Varients Premium beer Strong beer Ultra beer Blue beer Red beer

Kingfisher Premium beerKingfisher Strong Premium Beer launched in 1999 to cater to the growing Strong Beer segment in the country It has been the fastest growing beer brand in the country and has been instrumental in taking the volumes and profitability on the upsurge for the Kingfisher family & UB .

Kingfisher Strong beerKingfisher Strong combines the unique taste and quality of Kingfisher in a Strong Beer and its bright red & yellow colors stand out in the clutter of brands at the retail outlet. The tagline used for communicating the positioning platform is Same Taste. Extra Dum . Kingfisher Strong symbolizes the values of strength, style, youthfulness, power & machoism. Kingfisher Strong has a national footprint and is among the top 3 strong beer brands in almost every state in the country. It has a wide repertoire of pack sizes, being present in 650ml bottles, 330ml Pints, 330ml Cans, 500ml Cans

Kingfisher Ultra beerKingfisher ULTRA is a super premium beer launched in Q3 of 2009 Launched in Mumbai on 18th September 2009 in true Kingfisher style with glamour and glitz at TOTE, the most happening night club to open on the same night in the city, Kingfisher ULTRA is now available in Thane, Pune and Bangalore and will be extended to other cities of the country soon. Kingfisher ULTRA is available in two SKUs: 650ml and 330ml bottles, The embossed flint bottle, with the ring pull crown and the gold metalized neck and front label is one of the best packaging designs amongst beers to be seen in the Indian market in recent times

Kingfisher Blue beerKingfisher, India s largest selling beer, brings a new zing to the beer industry - Kingfisher Blue! With under 6% alcohol and easy drinkability Kingfisher Blue gives the extra drive with a soothing after taste. Kingfisher Blue has an attractive packaging with a premium metalized blue color labels and cans. It is available in 4 SKUs- 650ml & 330ml bottles and 500ml & 330 ml cans. The brand has been launched in key markets likeKarnataka, Pondicherry, Maharashtra, Mum bai, Delhi ,Rajasthan, Haryana, Kolkata and will soon be a national brand.

Kingfisher Red beerKingfisher, India s largest selling beer brand brings to you India s 1st ALL SEASON beer KINGFISHER RED Kingfisher Red, a Premium Gravity beer, is specially brewed to give you a distinctive taste with an oaky woody flavor, which tastes great when chilled and even better when not chilled Kingfisher Red is so developed following a unique process whereby the beer is golden light oaky brown and can be consumed even at 14 to 17 oC, without any change in the taste of the beer The beer is clean & smooth and gives extra warmth & energy that no other beer can give

PriceIn both mild and strong beer segments kingfisher uses competitive pricing strategy. 650ml Rs.78 330ml Rs.40

PlaceUB has 16 company owned breweries apart from 9 contract breweries in 20 different location across the country. Kingfisher also has a presence in 60 countries. Kingfisher also has an online marketing system. Tie- ups with FoodWorld. Sixteen hundred shops apart from pubs and bars. Associations with number of Very Classy, Up market & Stylish bars & Lounges.

PositioningKingfisher stands for youth, excitement and fun. It is also perceived as a health drink, particularly by sports enthusiasts. Kingfisher associates itself with Indian cuisine (curry, kebabs).

PromotionSurrogate Advertising Mineral Water & Soda Calendars featuring top models in swimwear. Merchandizing sports goods With the launch of kingfisher airlines combined promotion is possible. Tied with NDTV known as NDTV Good Times.

KingfisherAggressive advertising at Outlets & Pubs. Kingfisher tagline King of good times

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 all together

Suggestions / RecommendationsUnitedBreweriesLimited Level3,4&5UBTowers, UBCity,24VittalMallyaRoad, Bangalore - 560001, India. MediaContact: Email:goodtimes@kingfisherworld.com Landline: +91-80-22293333/22272807

Kingfisher Calendar Girls

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