Kingfisher Beer

1. The king of
good Times
gagan JangaLe 584
LinLey ReBeLLo 602
amRindeR singh 575
PResenTaTion on
K.L.S INSTITUTE OF MANAGEMENT EDUCATION & RESEARCH. BELGAUM

3. “Drinking beer will not reduce your sorrow neither drinking milk
so lets ‘cheers’ to beer”

4. 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.”

5. 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.”

6. Beverage Alcohol
Pharmaceuticals
Aviation
Fertilizers
International Trading
Media
Construction
Fashion Clothing

7. •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

8. 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 – Kingfisher.
Spirits
• 54% market share in the domestic market.
•2
nd
largest player in the world.
About the company

9. As A Brand

10. Beer
Airlines
Fashion Collection
Sports
Swimsuit Calendar

11. 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.

12. Market Share & Growth

13. BEER MARKET SHARE In INDIA
UB 50%
SAB Miller 36%
COBRA 9%
Others 5%

14. KINGFISHER BRAND MARKET SHARE
(BEER)
SAB Miller 36%
COBRA 9%
Others 5%
Other UB
Brands 21%
UB Kingfisher
Brand 29%

15. 0
0.5
1
1.5
2
2.5
3
1985 1990 1995 1997 1999 2000 2001 2003 2005 2006
HECTOLITRES (IN MILLIONS)
KINGFISHER BRAND GROWTH (BEER)

16. Making A
Mark
strategies….

17. 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.

18. comPeTiToRs

19. Fighting Competitions
Presently distributing brands of Beer in India.
•SAB Miller : Haywards, Royal Challenge, Knock Out, Foster
•Anheuser-Busch : Budweiser
•Carlsberg (South Asian Breweries)
•Heineken (Asia Pacific Breweries)
•Castle Lager
•Cobra

20. 3 P’s Of Marketing

21. 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.

22. PRice
•In both mild and strong beer segments kingfisher uses
competitive pricing strategy.
650ml
330ml
• Rs.65
• Rs.35

23. •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.
PLace

24. Analysis
kingfisher
beer….

25. Porters 5
Force Model
Applied to
Beer
Industry

26. PoRTeRs 5 foRce modeL
Overall industry rating: highModerate low
Threat of new entrants. X
Bargaining power of buyers. X
Threat of substitutes. X
Bargaining power of suppliers. X
Intensity of rivalry among
competitors.
X

27. ThReaT of new enTRanTs
•Threat of new entrants is towards lower side.
•Economies of scale in manufacturing, distributing, and
marketing create high barriers to the national and global
markets.
•The capital needed to build beer manufacturing facilities and
the costs associated with operating business on a national scale
are extensive.
•The costs associated with this highly controversial industry
seek high levels of sales, thus making the industry more and
more prohibitive for newcomers.
•Government regulations are largest factor in this force.

28. BaRgaining PoweR of BUyeRs
•Barraging power of buyers is high.
•The quantity of alcoholic beverages that a nation consumes
tends to be unaffected through recession and prosperity while
the quality of the products purchased is directly related to the
disposable income.
•A decline in disposable income shifts consumer preferences
away from premium-priced brand-name products in favor of
lower-priced brands i.e switching cost is low.
“The worse you are at thinking, the better you are at drinking”.

29. ThReaT of sUBsTiTUTes
•Threat of substitutes is low.
•Customer loyalty through brand awareness.
•The advertising restrictions placed on alcoholic beverage
industry in recent years make it harder to achieve brand
loyalty.
“It takes only one drink to get me drunk. The trouble is, I can't remember if it's the
thirteenth or the fourteenth.”

30. BaRgaining PoweR of sUPPLieRs
•Supplier Power is low
•Products used to brew beer are inexpensive and suppliers are
numerous.

31. •Moderate.
•Rise in legal and regulatory burdens, leads many
manufacturers to merge in order to lower competition. Acting
as oligopolies, they ensure high profit margins, cash flows,
and investment returns.
•Though the competition is tough, The Kingfisher brand is the
one of the largest supplier of beer, & the third largest
producer of distilled spirits,
inTensiTy of RiVaLRy among comPeTiToRs
“Drinking is a way of ending the day”

32. STP for
Kingfishers Beer

33. 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.”

34. TaRgeTing
•Kingfisher has 2 different products for different
market segments.
“Friends don't let friends drink Light Beer”

35. 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

36. Kingfishers
SWOT
Analysis

37. Worldwide known Brand
•Oldest & Largest Player In India
Huge Finances backing from UB Group
• Strongest Worldwide Distribution System.
• Different Brands under Same Company
• High Concentration on Strong Beer Market

38. • Beer consumption is increasing
• Reduction in Taxes
• Brand Extension Benefits
High Taxes & Regulations
Prohibition on Advertising
Indian Culture is a Major Hindrance
Many International Player Entering In India

39. soURce of infoRmaTion
•Internet
www.kingfisherworld.com
www.theubgroup.com

41. Statutory warning: Consuming alcoholic drinks is injurious to health.