7320993 Beer Market in India
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BEER
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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.
United Breweries is the market
leader with a 47.5% market share.
SAB Miller comes second with a
38.3% market share.
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Market Share
47.5%
30.6%
3.6%10.6%
2.30%
5.40%
UBL Group SAB + Mt. Shiv Others
MM
Fosters
38.3%
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Welcome to world of Kingfisher -
The King of Good Times
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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. Starts exporting beer to Mid-East in 1974.
Introduces Kingfisher in 1978.
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It is the largest selling
brand in India.
It commands a 30%share in the beer market.
Recorded a 28% growth
in the year 05-06.
Kingfisher
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Segmentation
Age
Sex
Consumption
Geographical
>35
25-35
15-25
Male
Female
Regular
Occasional
South
West
Rest of India
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Targeting
Kingfisher Mild Beer
It is primarily targeted for the young who drinkfor fun.
It also targets first time drinkers like urbanwomen who prefer to drink light.
It also aims at the first time drinkers segmentwhich drinks for experience.
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Targeting
Kingfisher Strong Beer
It is aimed at the regular drinkers segment.
It also targets those who want to move frommild beer to strong beer.
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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).
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Product
It is the no. 1 selling product in
its segment.
High quality raw material is
used.
Consistency is high.
Always tastes fresh.
No hangover.
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Place
It is available throughout
India, and is dominant
particularly in South and West
India.
Kingfisher also has a
presence in 60 countries.
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Price
Kingfisher uses competitive
pricing strategy.
650 ml Rs. 65
330 ml Rs. 35
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Promotion
Since advertising of liquor is
banned in India, Kingfisher
uses surrogate advertising
methods like using mineral
water and sodas.
Each year Kingfisher brings
out new calendars featuring
top models in swimwear.
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Promotion
Kingfisher also promotes itself
by sponsoring events like
fashion shows, sportspersons
like Narain Karthikeyan, East
Bengal soccer team.
Kingfisher also deals in sports
mechandising.
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Promotion
And finally the Sultan
himself, Dr. Vijay Mallya,
the Big Daddy of all
brands, the flamboyant
Czar of the liquor industrywho is the youth icon of a
million hearts
His sole presence
outweighs all othercompetitors taken
together.
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Foster
SABMILLER Company.
Foster's Group is apremium global multi-beverage company
delivering a total portfolioof beer, wine, spirits,cider and non-alcoholbeverages.
Consumer led, customer
driven
http://photos1.blogger.com/blogger/3623/301/1600/fosters.jpg -
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Foster Beer
Brands
Fosters Lager
Crown Lager
Carlton Cold
Carlton Sterling
Carlton Draught
Victoria BitterCascade Premium Lager
http://www.fosters.com.au/enjoy/beer/cascade_premium.htmhttp://www.fosters.com.au/enjoy/beer/victoria_bitter.htmhttp://www.fosters.com.au/enjoy/beer/carlton_draught.htmhttp://www.fosters.com.au/enjoy/beer/carlton_draught.htmhttp://www.fosters.com.au/enjoy/beer/carlton_sterling.htmhttp://www.fosters.com.au/enjoy/beer/carlton_cold.htmhttp://www.fosters.com.au/enjoy/beer/crown_lager.htmhttp://www.fosters.com.au/enjoy/beer/fosters_lager.htm -
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Brand Heritage
In 1888, two brothers, W.M. and R.R. Foster established
a brewery in Melbourne.
In 1889, Foster started exporting beer to South Africa.
In the 70s, Foster started exporting to US and UK.
In 1998, was launched in India.
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SEGMENTATION
FOSTERS
AGE
SEX
OCCUPATION
BEHAVORIAL
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SEX WISE
MALE
FEMALE
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OCCUPATION
WORKING
BUSSINESS
CLASS
COLLEGEGOING
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BEHAVORIAL
OCCATIONALUSERS
REGULAR USERS
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TARGETING
AGE
SEX
OCCUPATIONAL
BEHAVORIAL
20-30
MALEFEMALE
WORKING CLASS
REGULAR USERS
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POSITIONING
Foster's do its positioning through promotional
programs, sponsorship and public relations.
Australianness is the essence of Foster's brand image
is promoted in every market in the world. All Foster's
lager theme advertising is consistent with an Australian
positioning.
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Product
Style - Full strength lager
Tastes fresh
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Place Of Foster Beer
COMPANY
DISTRIBUTOR
RETAILER
CUSTOMER
Foster's has 24 distributors
serving over 5,000 outlets,including over 2,300 outlets
in Mumbai.
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Price Of Foster Beer Foster's Beer Cans 375ml 79.00
Foster's Beer Pints 355 ml 75.00
70% of Fosters sales today come from the pint-sized market and the company enjoys 31% of the
market in Maharashtra.
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Promotion Of Foster Beer
Foster's is deeply committed to promoting responsible
consumption.
While Foster's does not provide medical advice, nor
attempt to advise individuals on important and complexmedical issues, the Company is committed to ensuring
that consumers access the best available information
regarding alcohol and their health.
Three major segments of the Foster beer market
premium, full-strength and lower alcohol
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Promotion
Advertising
The distinctive "Oil Can" design was the brainchild ofFoster's Group Marketing VP Jack McKimm. Othercompany higher-ups proposed a jumbo glass bottle, but
a demonstration involving an old-timey oil can spout soldthem on the idea. The distinctive can design has becomesynonymous with Foster's Lager.
The overseas advertising of the product often focusesupon the Australian connotations of the beer, e.g. with
reference to stereotypical Australian imagery such askangaroos, exaggerated accents, and hats with corks onstrings.
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