King Fisher Beer
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Transcript of King Fisher Beer
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THE KING OFGOOD TIMES
PRESENTATION ON
Group 10Ankita verma
GeorgePreetam
Priti
Vighneshwaran
Vidhur
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Drinking beer will not reduce your sorrow neither drinking milk
so lets cheers to beer
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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.
INTRODUCTION
Beer is proof that God loves us and wants us to be happy.
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To be the recognized leader in our target markets.
To be the preferred employer wherever we operate.
To recognize the value of our human assets.
To be the partner of choice for customers, suppliers,and other creators of innovative concepts
Alcohol may be man's worst enemy, but the bible says love your enemy.
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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.
Aboutthecompany
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Beer
Airlines
FashionCollection
Sports
SwimsuitCalendar
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Classifications
L
ager: It is stored for a specified period before beingbottled or canned.
Pilsner: A type of lager beer, it is light with 3.0 - 3.8%
alcohol and has a medium hp flavor.
Ale: Top fermented, this kind of beer has distinct hop
aroma. The alcohol content is around 4 - 5%.Stout: Dark with burnt flavor and strong malt aroma; it is
heavily hopped and contains 5 - 6.5% alcohol.
Porter: This is less dark than stout, even less hopped and is
somewhat sweet. Alcohol content is around 5%.
Creamy Ale: A highly carbonated beer that is produced by
a combination of Ale and lager.
Malt: A strong flavored, high alcohol content beer that
ranges in flavor and colors.
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MarketShare & Growth
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Inside competition
Why compete against?
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BEERMARKETSHAREInINDIA
UB50%
SABMiller 36%
COBRA 9% Others 5%
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KINGFISHERBRANDMARKETSHARE
(BEER)
SAB Miller 36%
COBRA 9%Others 5%OtherUB
Brands 21%
UB
KingfisherBrand 29%
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0
0.5
1
1.5
2
2.5
3
1985 1990 1995 1997 1999 2000 2001 2003 2005 2006
HECTO
LITRES(INM
ILLIONS)
KINGFISHERBRANDGROWTH (BEER)
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MakingA Mark
strategies.
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Markofa brandnameKingfisher
Tying up with large department stores like Food world for retailing
its Beers.
In association with number of Very Classy, Up market & Stylish
bars & lounges.
Aggressive Advertising at Outlets & Pubs.
B
etterR
etailing outlets to be opened under KingfisherB
rand.
Venturing into otherBusiness with same Brand name, hence
increasing Brand Name & Publicity.
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COMPETITORS
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FightingCompetitions
Presently distributing brands ofBeer inIndia.
1. SABMiller : Haywards, Royal Challenge, KnockOut, Foster
2. Anheuser-Busch : Budweiser
3. Carlsberg (South AsianBreweries)
4. Heineken (Asia PacificBreweries)
5. Castle Lager
6. Cobra
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STP for Kingfishers Beer
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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 problems.
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REST OFINDIA
WEST INDIA
SOUTH INDIA
URBAN RURAL
KF LAGER
KFSTRONG
OCCASIONAL
REGULAR
MEN
WOMEN
15-25
25-30
20-*
SEGMENTATION
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TARGETING
Kingfisher has 2 different products for different
market segments.
Friends don't let friends drink LightBeer
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TARGETING
KINGFISHER LAGER BEER
Targeted for the young who drink for fun.
Targets first time drinkers like urban women who
prefer to drink light.
Aims first time drinkers segment which drinks
for experience.
People begins with LightBeer and
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TARGETING
KINGFISHER STRONG BEER
Aimed at the regular drinkers segment.
Targets those who want to move from
mild beer to strong beer.
Friends u r grown up time to change, get de extra dum..
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POSITIONING
KINGFISHER LARGER BEER
Kingfisher lager stands for youth,
excitement and fun.
Kingfisher lager positioned at
premium segments.
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POSITIONING
KINGFISHER STRONG
Kingfisher strong another
synonym for smoothness.
Kingfisher strong positioned at
people who wants to get high
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4PsOfMarketing
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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.
Always tastes fresh due to good quality and well developed
distribution network.
Hangover due to heavy consumption is very mild.
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PLACE
Sate wise price is different
Union territory the beer is very cheap
Among all states kerela is the cheapest
Sales tax (ad valorem), Bottling Fee, Litre
Fee, Vend Fee, Gallonage Fee, Privilege Fee,
Import/ export Pass duty etc.
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PRICE
karnataka kerala
650ml
Rs.80330ml
Rs.50
650ml
Rs.60330ml
Rs.35
650ml
Rs.85
330ml Rs.60
650ml
Rs.65
330ml Rs.45
Lager
Strong
cheap and best at affordable price, come to kerela.
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PROMOTION
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PLACE
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Kingfishers SWOTAnalysis
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Worldwide knownBrand
Oldest & Largest PlayerInIndia
Huge Finances backing from UBGroup
STRENGTHS
Strongest WorldwideDistribution System.
WEAKNESSSES
DifferentBrands under Same Company
High Concentration on StrongBeer Market
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OPPORTUNITIES
Beer consumption is increasing
Reduction inTaxes
BrandExtensionBenefits
THREATS
HighT
axes &RegulationsProhibition on Advertising
Indian Culture is a Major Hindrance
ManyInternational PlayerEnteringInIndia
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SOURCEOFINFORMATION
Internet
www.kingfisherworld.com
www.theubgroup.com
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