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Introduction to UB GROUP

United Breweries Holdings LTD

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.

 The company was bought by late Mr. Vittal Mallya in 1947

 Is a conglomerate of different companies with a major focus on


the brewery (beer) and alcoholic beverages industry

 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.

 It zeros on its target with unfaltering focus.

 All its colors represents energy, youthfulness, enthusiasm, freedom


with a touch of formality and discipline.

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 Threat of


of suppliers substitutes
Low Low

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

 Its flagship Kingfisher brand alone commands 25% 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

Kingfisher ( Mild) Kingfisher ( Strong)


Youth drinking for fun Those who want
Urban women who something stronger to
drink light the light beer.
First –time drinkers who Regular drinkers who
drink for experience prefer stronger flavour
4 P’S OF KINGFISHER BEER

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, through one of its holding


companies United Breweries Group, has a 50 percent
stake in low cost carrier Kingfisher Red.

 In May 2009, Kingfisher Airlines carried more than a


million passengers, giving it the highest market share
among airlines in India.
 
Kingfisher airlines market share as on 15th march 2010 is
22.27%.

It is India’s leading airline industry after Jet Airways.


KINGFISHER AIRLINES

Kingfisher First Kingfisher Class Kingfisher Red


PRODUCT LIFE CYCLE

KINGFISHER
AIRLINES
UNDERSTANDING CUSTOMER
NEEDS
TARGET MARKET OF KFA
 Kingfisher Airlines has a clearly defined target audience-

 Age group of 25-45 years of age.

 This segment has traveled extensively and is aware of


international travel trends.

 They are modern, trendy and upwardly mobile looking for


a great flying experience.
POSITIONING OF KFA
 Kingfisher Airlines is not merely into the business of
transporting people from point A to point B.

 KFA has created a new category of Aviation hospitality


thus making service and hospitality their main focus.
PERCEPTUAL MAPPING

Quality Of Service(HIGH)

KINGFISHER JET
EMIRATES

PRICE(HIGH) DECCAN PRICE(LOW


)
SPICE

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.

 The company started addressing its customers as “GUEST” rather than


passengers.

 The company came up with only one class airlines.

 Kingfisher evolved continued to pursue aggressive marketing strategies.


FRONTAL ATTACK
MARKET EXPANSION

 Acquisition of Air Deccan added a flanker product to serve the


price-sensitive market segment.

 Entered into the new market segment – the international sector.

 Its coverage to more cities, especially the Tier II cities.

 HORIZONTAL DIVERSIFICATION
DIAGNOSTICS
 Fuel efficiency

 Increase number of flights and reach to cities

 Kingfisher Red ads can be more subtle focusing on safety,


comfort & experience

 It can be along the lines of "Queen of your heart deserves


to fly like one" campaign which focused on emphasizing a
comfortable journey for women
KINGFISHER MINERAL
WATER
MARKET SHARE OF JAIPUR
PLC

KINGFISHER
MINERAL WATER
DISTRUBUTION CHANNEL

•Distribution network consisting of three levels :


Between the company to C&F and then to the consumers, i.e. Distributors and
retailers.

•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

 Unable to provide chilled water

 Poor after sales service

 No stress on the massive advertisement of the product

 Packaging of the product not attractive

 Poor distribution channels & irregular visits to the market.


THREATS FACED
 Bisleri, Aquafina and other companies are serving packaged drinking water
in all over India.

 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.

 Public Relation & Promotional activities are inadequate in Jaipur city.


DIAGNOSTICS
 After sale services should be improved.

 Regular visit should be maintained for proper supply.

 Increase no. of distributors.

 More schemes should be launched by the company and organization.

 Sales promotion tools

 Packaging should be standardized & made attractive.

 Advertisement in local newspapers and magazines.

 Awareness camps to promote Kingfisher mineral water.


POP,FOR,POD,CANNABALIZATION,K
CI
POINT OF PARITY
Kingfisher Mineral water
 Should be pure
 Should not be adulterated

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

Kingfisher Mineral Water


 The Himalayan Aspect
CANNIBALIZATION
Lets take an example of Whiskey ,

- Royal Challenge

- Royal Stag
KEY CONSUMER INSIGHT
Kingfisher Airlines

Consumers wanted a airline which provided them with


a 5 star flying experience and on time performance
BRANDING INITIATIVES
Co-branding initiatives with American Express Corporate
card, Airtel, Goa tourism, Malaysia Tourism.
Launched aggressive advertising
Marketed itself with NDTV Good Times
Signup for the new brand ambassador
PROMOTIONAL STRATEGIES
-GO KING GO!!!!!!!!!!!
 Kingfisher has adopted a 360 degree approach

 Along with in-flight Entertainment system, Kingfisher is coming up with


path-breaking Partners Program.

 Brand activation at multiple consumer touch-points like multiplexes, malls,


restaurants, pubs, events etc.
BRANDING STRATEGIES
(CONTD)
 Kingfisher Airlines has launched the ‘King Credit Card’, a co-branded
credit card with India’s leading bank, ICICI Bank

 Collaboration with watch companies to provide exclusive watch collections


in the airplanes

 Investing in sports & entertainment for its promotion


(Derby, F1 Race, DLF IPL)

 Kingfisherworld.com
SALES PROMOTIONAL STRATERGIES
E-MARKETING

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