SEGMENTATION AND TARGETING of Kingfisher Beer

Introduction

United Breweries Group (UB Group) is an Indian conglomerate company headquartered in UB City, Bangalore. The UB Group was founded by Thomas Leishman, in 1857. Vittal Mallya was elected as the company's first Indian director in 1947. The company has annual sales of over US$4 billion and a market capitalization of approximately US$12 billion. Its core business includes beverages, aviation, electrical and chemicals.

KINGFISHER BEER

Kingfisher beer comes from the house of united breweries limited Established in 1978 Market leader in India with 39% market share Hold 25 breweries

16 Owned 9 Leased

It has some sixteen hundred shops apart from pubs and bars. Better retailing outlets are also to be opened under the Kingfisher Brand.
Kingfisher stands for excitement and youth Kingfisher, the bird known for its keen extinct and perfect aim All its color represents youthfulness, energy, enthusiasm , freedom with a touch of formality and discipline

Products
Strong Light

Kingfisher Strong
Kingfisher ULTRA Kingfisher Blue Kingfisher Strong Fresh Kingfisher Red

Kingfisher Premium
Kingfisher Draught Kingfisher Light

Segmentation

Bases of market segmentation Geographic segmentation Demographic segmentation

Behavioral segmentation
Psychographic segmentation

How Kingfisher has done its segmentation

Geographic Demographic Behavioral Psychographic

Metropolitans (for lite) Metropolitans, class A cities(for strong)

Age Adults(24 years & above)

Regular(for lite)

Gender Male(for lite and strong) and Female(for lite) Middle And Higher income class
Family life cyclemarried ,

Regular and special occasions Such as Birthdays, New year parties, Anniversaries(for strong)

Independent Free Minded liberal Influenced by western culture

Target customers
Market targeting is the process of identifying which groups of consumers are likely to buy a specific product. Kingfisher has two different products for different markets.

Share Of Strong And Light Beers

Sales

Strong

Mild

Effectiveness of Segmentation

Held its customers by providing competitive pricing Understanding the market taste and preferences

Statutory warning: Consuming alcoholic drinks is injurious to health.