Marketing Management

Prof . Nikhil Rao

Group 5
havya Shetty hirag Surti alakJahan Vapiwala eetanjali Thorbole aseeb Parkar itiksha Rajawat 25 28 40 48 54 57

BEER

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

T ypes
Lager Pilsner Ale Stout Porter Creamy Ale Malt

Of Beer

Beer Market In India

Beer 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 per cent to 30% annual growth. United Breweries is the market leader with a 47.5% market share. SAB Miller comes second with a 38.3% market share.

Major Players & Market Share

SAB Miller

UB Kingfisher Brand

Major Players
UB Other UB Brands Cobra

Market Share (2009)

29% 36% Cobra Others

Sab Miller
UB Kingfisher Brands Other UB Brands 5% 9%

21%

History
Fosters was established by two brothers W M and R R Fosters in the year 1986. SAB Miller is the parent company which runs Fosters group, a premium global multi -beverage company delivering a total portfolio of beer, wine, spirits, and cider non-alcohol beverages. In the 90s Fosters started exporting to USA and UK and entered the Indian market in a 1998. Fosters is considered as a consumer driven brand.

Market Position:
Fosters belongs to the SAB Miller stable which is the
second largest beer company in India, in terms of market share.

Till now it is the only international beer brand

which successfully captured a significant share in the Indian market.

Marketing Mix

Product Price Place Promotion

History
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.

Portfolio
Beverage Alcohol Pharmaceuticals Aviation

Fertilizers
International Trading

Media
Construction

Fashion Clothing

Welcome to world of Kingfisher - The King of Good Times

History of Kingfisher
Established 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.

Beer Airlines Fashion Collection

Sports
Swimsuit Calendar

Kingfisher
It is the largest selling brand in India. It commands a 50% share in the beer market. Recorded a 28% growth in the year 05-06.

SEGMENTATION
TARGETING POSITIONING

Segmentation
AGE 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

Targeting
Kingfisher 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.

Positioning
Kingfisher 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).

4 Ps

Product
Varients Kingfisher Premium beer Kingfisher Strong beer Kingfisher Draught beer Kingfisher Blue beer Kingfisher Bohemia wine

Place
UB 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.

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

Promotion
Surrogate 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.

Aggressive 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 / Recommendations
Entry into Low Cal & Varied Flavor Market. Development of New & Innovative Packaging i.e. use of Pet. Double Branding UBs Regional Brands. Royalty Club for Classy & Up-market Bars & Lounge Owners.

Kingfisher Calendar Girls

View @ your own risk