KINGFISHER BEER

PRODUCT LIFE CYCLE BY SUBHAJIT SAHA NAVNEET DASS BBA 4TH SEM

KINGFISHER AS A BRAND
Kingfisher stands for excitement and youth Kingfisher, the bird known for its keen extinct and perfect aim All its color represents youthfulness, energy, enthusiasm , freedom with a touch of formality and discipline

ALL ABOUT KINGFISHER BEER

UB (UNITED BREWERIES LTD.) is the market leader in Indian beer market with a 40% market share. Its flagship Kingfisher brand alone commands 25% market share. The company however has been focusing on strong beer, which has driven its growth The market is now skewed towards strong beer with more than 60% of the market is captured by strong beer market

4PS OF KINGFISHER BEER

1.PRODUCT-> Kingfisher has different product lines of beer

targeted towards different markets. KINGFISHER PREMIUM BEER KINGFISHER STRONG BEER KINGFISHER DRAUGHT BEER KINGFISHER BLUE BEER KINGFISHER ULTRA MILD

2.PLACEMENT -> Kingfisher has an online marketing system It is available throughout India Kingfisher has its tie-up with large retailers Kingfisher has also its association with
various lounges which goes hand in hand with its brand image

3.PRICE -> Kingfisher beer is very competitively and

aggressively priced than its competitors which makes it, the

highest selling beer brand in India but not compromising with its quality.

KINGFISHER PREMIUM BEER->It is priced between 35-65 Rs KINGFISHER STRONG BEER->It is priced between 40-70 Rs KINGFISHER ULTRAMILD BEER->It is priced between 60-115 Rs

KINGFISHER BLUE BEER->It is priced between 40-70 Rs KINGFISHER DRAUGHT BEER CAN>It is priced around 60 Rs

4. PROMOTION->
Its tagline King of good times is one of the most popular and successful taglines Kingfisher uses surrogate advertising since the advertisements has been banned It rolls out calendars and sponsors sports events for promoting its brand

PRODUCT LIFE CYCLE

The product life cycle reflects sales and profits of a product over different phases of its life. Here we will explain the product life cycle of Kingfisher beer. INTRODUCTION PHASE-> Kingfisher UB groups most profitable and visible brand made a modest entry in 1960s. Predicting future growth of beer market in India late Mr.Vittal Mallya started expanding the company by acquiring other breweries. As beer consumption was not so popular in India during 1970 UB group started exporting beer to Aden and middle east in order compensate for the losses due to low sales volume.

GROWTH STAGE-> The real boom came in 1980s when Kingfisher brand is launched newly by Dr.Vijay Mallya. While working in Calcutta Mr.Mallya thought of creating an exciting brand as none of the existing brand excited him. The first canned beer was also introduced by Mr.Mallya in India in 1980s. During this time television broadcasting became widespread in India which also lead to the growth of Kingfisher brand as people become aware of the brand. Another important factor was the increase in per capita income of people when Indian economy opened up in 1990s.There were very few competitors in the market which also worked wonders for Kingfisher brand. The brand also roped Indian cricket stars like Ajay Jadeja and Sourav Ganguly in the late 90s for brand promotion and also sponsored West Indies cricket team which went with the flamboyance and cool nature of the brand. The Kingfisher brand saw phenomenal growth from 1985-1999. As beer market was growing at phenomenal rate in India, in late 2000 various foreign beer brands like Budweiser, Carlsberg ,Heineken, Fosters started entering Indian market. By that time Kingfisher became well established brand in the market capturing half of the beer market. But due to the entry of foreign brands its market share started falling. The Indian customers now dont hesitate to experiment as they have enough choice in their

hands and they started shifting to premium beer category due to the increase in per capita income and more number young people consuming beer. Some of the main competitors of Kingfisher brand are as follows:

SAB Miller-> Haywards, Royal Challenge, Fosters, Knock Out Budweiser Carlsberg (South Asian Breweries) Heineken (Asia Pacific Breweries) Castle lager Cobra

So, here Kingfisher felt they should diversify and bring new products into the market in order to increase market share. Kingfisher came up with ultra premium beer to compete with global beer brands in India and also to establish itself across the globe. Kingfisher came up with brands like Kingfisher Blue, Kingfisher Draught, Kingfisher ultra mild etc. It also came up with premium brand like Taj which is available mainly outside India and few select stores. So Kingfisher created products for every market where there was a gap in order to maintain itself as the no 1 beer brand in India. As a result Kingfisher brand again start growing at a fast pace from 2001-2006.

COBRA 9%Others 5%

Other UB Brands 21%

SAB Miller 36%

UB Kingfisher Brand 29%

SATURATION AND DECLINE STAGE-> Legendary brand like Kingfisher hold a unique PLC shape as it experienced growth but also a constant level of sales over a number of years which shows PLC model have limitation for certain products and brands. There may be instance that some beer brands under Kingfisher are not so popular. The Taj brand is not so popular in India due to its high cost and unusual bitter taste and Kingfisher Blue which didnt do that well after its launch but overall Kingfisher brand maintained a good market share which speaks a lot about the growth and status of the brand.

PLC CHART OF KINGFISHER BEER

SOURCE OF INFORMATION www.kingfisherworld.com www.theubgroup.com Wikipedia www.oppapers.com www.managementfunda.com www.slideshare.com