Professional Documents
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United Spirits UB
MCF LTD Kingfisher
LTD Engineering
HISTORY OF UB GROUP
It all began with 5 breweries in South India.
United Breweries, as these breweries were named in 1915 has come a very
long way.
Today each one of the 32,000 Beer outlets in India sells one brand or the
other from United Breweries.
KINGFISHER- BRAND
Kingfisher stands for excitement, youth and camaraderie.
Kingfisher, the bird is known for its keen instinct, and perfect aim.
C
BRANDS
Beer
Airlines
Fashion Collection
Sports
Calendar
King Club – 5star Hotels
BRAND REPOSITIONING
C
ANSOFF MATRIX
KINGFISHER BEER
PORTER`S MODEL FOR BEER INDUSTRY
Competitors
Rivalry
Moderate to High
Threat of new
entrants
Low to Moderate
Bargaining power
of buyers
Moderate to High
ABOUT KINGFISHER BEER
UB (United Breweries Ltd.) is the market leader in the Indian beer
market with a 40% market share
The company has however been focussing on strong beer, which has
driven growth
The market is now skewed towards strong beer with more than 60% of
the market being strong beer market.
PRODUCT LINE
Kingfisher Premium beer
Kingfisher Strong beer
Kingfisher Draught beer
Kingfisher Blue beer
Kingfisher ultra mild
KINGFISHER BEER - COMPETITORS
Sab Miller
Royal Challenger
Haywards
Fosters
SWOT ANALYSIS
Strength
Weak Oppor Thre
ness tunity at
●
● Strongest Worldwide ●
● Brand extension
Distribution Network benefits ●
● High Taxes &
●
● Oldest and Largest ●
● Changing lifestyles of Regulations
Player in India middleclass ●
● Restriction on
●
● Too much diversified
●
● Worldwide known ●
● Increase in disposable Advertising
brand income ●
● International players
●
● Huge finance backing ●
● Beer consumption is entering India
from UB group increasing
TARGET MARKET
PRODUCT
●
No. 1 selling product in its segment.
●
Good product quality.
●
Kingfisher has an online marketing system
●
Available throughout India
PLACE ●
Kingfisher has its tie-ups with large retailers
●
Kingfisher has also its associations with the lounges which goes hand in hand with its brand
image
PRICE
●
Its both mild and strong beer segment uses
competitive pricing strategy
●
Its tagline “King of good times” is one of the most popular & successful
taglines
PROMOTION ●
Kingfisher uses surrogate advertising since the advertisement is banned
●
It rolls out calendars & sponsors sports events for promoting the brand
DIAGNOSTICS
Tap the rural market
Introduce low calorie beer
Open their own outlets i.e : forward integration
KINGFISHER AIRLINES
ABOUT KINGFISHER AIRLINES
Kingfisher Airlines Limited is a major Indian airline based
in Mumbai.
KINGFISHER
AIRLINES
UNDERSTANDING CUSTOMER
NEEDS
TARGET MARKET OF KFA
Kingfisher Airlines has a clearly defined target audience-
Quality Of Service(HIGH)
KINGFISHER JET
EMIRATES
Quality Of Service(HIGH
MARKETING STRATEGIES
Appealing promotional line “Fly the good times” and it reflected in the
experience the company offered to its passengers.
The company gave best services to its customers like providing world class
interiors and in-flight entertainment systems.
HORIZONTAL DIVERSIFICATION
DIAGNOSTICS
Fuel efficiency
KINGFISHER
MINERAL WATER
DISTRUBUTION CHANNEL
•Plant supplies directly to the C&F and then to the distributors from where it
generated its primary sales.
•Kingfisher has 108 Distributors that are scattered all over Rajasthan
THE PRODUCT OFFERING
Potential Product
Augmented Product
Expected Product
Generic Product
Core Benefit
LIMITATIONS
Consumers are becoming more brand loyal rather than quality conscious.
Attractive schemes are provided by the competitors for their brand promotion.
Eureka Forbes and Aqua guard are trying to capture the market.
Kingfisher Liquor
Should contain certain % of alcohol
Kingfisher Airlines
Should reduce your travel time
Travel should be comfortable
FRAME OF REFERENCE (FOR)
Kingfisher Mineral Water
Bisleri, Aquafina, Kinley, Evian
Kingfisher Liquor
Fosters, Carlsberg, Hayward's, Budweiser
Kingfisher Airlines
Jet Airways, Indian Airlines, Air India, Emirates, Lufthansa
POINT OF DIFFERENTIATION
Kingfisher Airlines
First Class services on domestic routes
1st and only airline in India to provide inflight entertainment on every
seat
Kingfisher Liquor
Variants Offered
- Royal Challenge
- Royal Stag
KEY CONSUMER INSIGHT
Kingfisher Airlines
Kingfisherworld.com
SALES PROMOTIONAL STRATERGIES
E-MARKETING