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Kingfisher Beer

Kingfisher beer was founded in 1857 in India and is now the market leader in India, with over 50% market share nationally. It is sold in over 52 countries and on international flights. Kingfisher is classified into various types including lager, pilsner, ale, stout, and porter. It competes with other major beer brands in India but has positioned itself as the "King of good times" and a brand for successful professionals. Kingfisher has a strong distribution and retail network across India and internationally.

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Muskan Raney
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291 views7 pages

Kingfisher Beer

Kingfisher beer was founded in 1857 in India and is now the market leader in India, with over 50% market share nationally. It is sold in over 52 countries and on international flights. Kingfisher is classified into various types including lager, pilsner, ale, stout, and porter. It competes with other major beer brands in India but has positioned itself as the "King of good times" and a brand for successful professionals. Kingfisher has a strong distribution and retail network across India and internationally.

Uploaded by

Muskan Raney
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Kingfisher 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

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

BEER
 50% market share nationally.
 Sold in over 52 countries and also on international flights.
Every third beer sold in India is Kingfisher.
 India’s 1st global consumer brand

SPIRITS
 54% market share in the domestic market.
 2nd largest player in the world.
Classifications
 Lager: It is stored for a specified period before being bottled 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
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 P’s 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. Always tastes fresh due to good quality
and well developed distribution network.

price- In both mild and strong beer segments kingfisher uses


competitive pricing strategy.

650ml - Rs.65

33Oml - Rs.35

Place- It is available throughout India, and is dominant


particularly in south and west India. 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.
It has some sixteen hundred shops apart from pubs and bars. Better
retailing outlets are also to be opened under the Kingfisher Brand

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

TARGETING
Kingfisher has 2 different products for different market segments.

Kingfisher mild Kingfisher strong


(alcohol<4%) (alcohol>4%)
 Youth who drink  Those who want to
for fun. light beer to
 First-time drinkers something
who drink for stronger.
experience.  Regular drinker
 Urban women who who prefer stronger
prefer light to flavour.
drink.

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”.
Kingfishers SWOT Analysis
strength
 worldwide known Brand Oldest
 Largest Player In India
 Huge Finances backing from UB Group
 Strongest Worldwide Distribution System.

Weakness
 Different Brands Under Same Company
 High Concentration On Strong Beer Market

Opportunities
 Beer consumption is increasing
 Reduction in Taxes
 Brand Extension Benefits

Threats
 High taxes and regulation
 Prohibition on advertising
 Indian culture in major hindrance
 Many international player entering in india.

 Statutory warning: Consuming alcoholic drinks is injurious to


health.

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