Presentation on

The king of good times

Sushil Thakur
Indian Institue of Planning & Management (Chandigarh)

Drinking beer will not reduce your sorrow neither drinking milk so lets cheers to beer

Introduction
1857 - Mr. Thomas Leishman formed United Breweries Ltd. 1947 - Mr. Vittal Mallya became the first Chairman of Indian Origin. 1974 - International beer exports began to Aden and Middle East. 1983 - Dr. Vijay Mallya became the Chairman of the UB group. Beer is proof that God loves us and wants us to be happy.

To be the recognized leader in our target markets. To be the preferred employer wherever we operate. To be the partner of choice for customers, suppliers, and other creators of innovative concepts

cohol may be man's worst enemy, but the bible says love you

Beverage Alcohol Pharmaceuticals Aviation Fertilizers International Trading Media Construction Fashion Clothing

About the company

UB Group The UB Group, is the market leader The Group has a huge turnover Swimsuit Calendar. Won more than 6 International Awards

About the company

Beer 50% market share nationally. Sold in over 52 countries and also on international flights. Every third beer sold in India is Kingfisher. Indias 1st global consumer brand Kingfisher. Spirits 54% market share in the domestic market. 2nd largest player in the world.

As A Brand

Beer Airlines Fashion Collection Sports Swimsuit Calendar

Market Share & Growt

BEER MARKET SHARE In INDIA

COBRA 9% Others 5%

UB 50% SAB Miller 36%

KINGFISHER BRAND MARKET SHARE (BEER)

Other UB Brands 21%

COBRA 9% Others 5%

SAB Miller 36%

UB Kingfisher Brand 29%

KINGFISHER BRAND GROWTH (BEER)

3

HECTOLITRES (IN MILLIONS)

2.5

1.5

0.5

0 1985 1990 1995 1997 1999 2000 2001 2003 2005 2006

Making A Mark
strategies.

Mark of a brand name Kingfisher

Tying up with large department stores like Food world for retailing its Beers. Aggressive Advertising at Outlets & Pubs. Better Retailing outlets to be opened under Kingfisher Brand.

competitors

Fighting Competitions
Presently distributing brands of Beer in India. 1.SAB Miller : Haywards, Royal Challenge, Knock Out, Foster 2.Anheuser-Busch : Budweiser 3.Carlsberg (South Asian Breweries) 4.Heineken (Asia Pacific Breweries) 5.Castle Lager 6.Cobra

3 Ps Of Marketing

Product
No.1 selling product in its segment. Good quality raw material is used to maintain the quality standards. Consistency of product quality is high.

Price
In both mild and strong beer segments kingfisher uses competitive pricing strategy.
650ml Rs.65 330ml Rs.35

Place
It is available throughout India, and is dominant particularly in south and west India. Kingfisher also has a presence in 60 countries. It has some sixteen hundred shops apart from pubs and bars.

STP for Kingfishers Beer

Segmentation
Geographic segmentation: It is available through out India and is dominant in particularly in south and west India. Demographic Segmentation- Age basis Youth: 16 to 25yrs. (kingfisher mild) Adults: 25yrs & above (kingfisher strong) Segmentation based on Situation: Birthdays, Anniversary, New year parties etc.

Alcohol is the cause and the solution to many of life's problem

Targeting
Kingfisher has 2 different products for different market segments.

Friends don't let friends drink Light Beer

Positioning
Kingfisher positioned itself as a brand for successful & professional individuals who are always ready to take a break, party or just chill out. It has positioned itself as The King of good times.

Repositioning

Source of information
Internet www.kingfisherworld.com www.theubgroup.com

Statutory warning: Consuming alcoholic drinks is