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.
• United Breweries is the market
leader with a 47.5% market share.
• SAB Miller comes second with a
38.3% market share.
Market Share

5.40%
38.3% 2.30%
MM
47.5% Fosters

30.6%

10.6%
3.6%

UBL Group SAB + Mt. Shiv Others

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.
• Starts exporting beer to Mid-East in 1974.
• Introduces Kingfisher in 1978.
Kingfisher

• 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.
 Segmentation
Rest of India
Occasional
Age

West
Regular

Sex
>35
South
Female
25-35 Consumption

Geographical Male
15-25
 Targeting
Kingfisher Mild Beer

• It is primarily targeted for the young who drink

for fun.

• It also targets first time drinkers like urban

women who prefer to drink light.

• It also aims at the first time drinkers segment

which drinks for experience.
 Targeting
Kingfisher Strong Beer

• It is aimed at the regular drinkers segment.

• It also targets those who want to move from

mild beer to strong beer.
 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).
 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.
 Place
• It is available throughout
India, and is dominant
particularly in South and West
India.
• Kingfisher also has a
presence in 60 countries.
 Price

• Kingfisher uses competitive

pricing strategy.

• 650 ml – Rs. 65
• 330 ml – Rs. 35
 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.
 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.
 Promotion
• 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
together.
 Foster
• SABMILLER Company.
• Foster's Group is a
premium global multi-
beverage company
delivering a total portfolio
of beer, wine, spirits,
cider and non-alcohol
beverages.
• Consumer led, customer
driven
 Foster Beer
Brands
Foster’s Lager
Crown Lager
Carlton Cold
Carlton Sterling
Carlton Draught
Victoria Bitter
Cascade Premium Lager
 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.

SEGMENTATION
FOSTERS

AGE

SEX

OCCUPATION

BEHAVORIAL
SEX WISE

MALE

FEMALE
OCCUPATION

WORKING

BUSSINESS

CLASS
COLLEGE
GOING
BEHAVORIAL

OCCATIONAL
USERS

REGULAR USERS
 TARGETING

• AGE
20-30

• SEX MALE
FEMALE

• OCCUPATIONAL WORKING CLASS

• BEHAVORIAL REGULAR USERS

 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.
 Product

• Style - Full strength lager

• Tastes fresh
 Place Of Foster Beer
COMPANY

•Foster's has 24 distributors

DISTRIBUTOR
serving over 5,000 outlets,
including over 2,300 outlets
in Mumbai.
RETAILER

CUSTOMER
 Price Of Foster Beer
• Foster's Beer Cans 375ml 79.00
• Foster's Beer Pints 355 ml 75.00
• 70% of Foster’s sales today come from the pint-
sized market and the company enjoys 31% of the
market in Maharashtra.
 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 complex
medical 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
 Promotion
Advertising
• The distinctive "Oil Can" design was the brainchild of
Foster's Group Marketing VP Jack McKimm. Other
company higher-ups proposed a jumbo glass bottle, but
a demonstration involving an old-timey oil can spout sold
them on the idea. The distinctive can design has become
synonymous with Foster's Lager.
• The overseas advertising of the product often focuses
upon the Australian connotations of the beer, e.g. with
reference to stereotypical Australian imagery such as
kangaroos, exaggerated accents, and hats with corks on
strings.