Presentation on

The king of good times

Rakesh shetty Rakesh h Rajkumar lambani Rajesh s

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.

MISSION
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

PORTFOLIO
Beverage Alcohol Pharmaceuticals Aviation

Fertilizers
International Trading Media Construction Fashion Clothing

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

ABOUT THE COMPANY

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.

AS A BRAND
Beer Airlines Fashion Collection

Sports
Swimsuit Calendar

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.

MARKET SHARE & GROWTH IN INDIA

KINGFISHER BRAND MARKET SHARE

MARK OF A BRAND NAME KINGFISHER

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.

Better Retailing outlets to be opened under Kingfisher Brand.

Venturing into other Business with same Brand name, hence increasing Brand Name & Publicity.

COMPETITION
Presently distributing brands of Beer in India and Globally Haywards: Most well known for its label. Sells mild beer rarely super strong Haywards 10000,19%market share Fosters: 25% market share Budweiser: 6% market share Carlsberg: Danish Brewing, 5th largest in the world,8%

4 PS 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. Kingfisher Strong: The brand was launched in 1999 to cater to the growing strong beer segment in the country. Today, Kingfisher Strong is Indias largest selling beer brand. It is available in 4SKUs- 650ml & 330ml bottles and 500ml & 330 ml cans. Kingfisher Strong Fresh: Kingfisher Strong Fresh is the first ever strong draught beer available in the Indian market. It is packaged in a 500 ml cans

Kingfisher Draught: It is packaged in a 500 ml cans

Kingfisher Ultra: It was launched in Mumbai on 18th September, 2009. It is an entry in the premium beer segment in the country to compete with international players

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.

PROMOTION
Kingfisher tagline King of good Times is one of the most popular and successful taglines in India. Recently it also started merchandising sports goods and trendy clothing and accessories under kingfisher brand name It promotes itself by sponsoring events like fashion shows, sportspersons like Narain Karthikeyan, east Bengal soccer team,UB promoter also acquired a Formula One Team- Force India Promotion strategy: Company spent 21.38% of net sales on advertisements and BRAND Promotion this year compared to 19.44% last year

STP 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 (kingfisherstrong) Segmentation based on Situation:Birthdays, Anniversary, New year parties etc.

TARGETING Kingfisher has 2 different products for different market segments.

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. Repositioning

SWOT S/W
Strength Strongest Worldwide Distribution System. Huge Finances backing from UB Group Oldest & Largest Player In India Worldwide known Brand

Weakness Different Brands under Same Company High Concentration on Strong Beer Market

SWOT O/T
Opportunity Beer consumption is increasing Reduction in Taxes Brand Extension Benefits Threat High Taxes & Regulations Prohibition on Advertising Indian Culture is a Major Hindrance Many International Player Entering In India

ANY QUESTION

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