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Kingfisher Beer
 

Kingfisher Beer

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    Kingfisher Beer Kingfisher Beer Presentation Transcript

    • The king of good times Presented By Gagan JANGALE 584 Linley REBELLO 602 Amrinder SINGH 575 Presentation on K.L.S INSTITUTE OF MANAGEMENT EDUCATION & RESEARCH. BELGAUM
    • Lets Say Cheers to ... Beer ...
    • “ Drinking beer will not reduce your sorrow neither drinking milk so lets ‘cheers’ to beer”
    • 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.”
    • M I S S I O N T o be the recognized leader in our target markets. T o be the preferred employer wherever we operate. T o recognize the value of our human assets. T o 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.”
    • P O R T F O L I O B everage A lcohol P harmaceuticals A viation F ertilizers I nternational T rading M edia C onstruction F ashion Clothing
      • U B Group
      • T he UB Group, is the market leader
      • T he Group has a huge turnover
      • S wimsuit Calendar.
      • W on more than 6 International Awards
      A bout t he c ompany
      • B eer
      • 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.
      • S pirits
      • 54% market share in the domestic market.
      • 2 nd largest player in the world.
      A bout t he c ompany
    • As A Brand
    • B eer A irlines F ashion C ollection S ports S wimsuit C alendar
    • 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.
    • M arket S hare & G rowth
    • B EER M ARKET S HARE I n I NDIA
    • K INGFISHER B RAND M ARKET S HARE ( BEER )
    • K INGFISHER B RAND G ROWTH ( BEER ) HECTOLITRES (IN MILLIONS)
    • M aking A M ark strategies….
    • M ark o f a b rand n ame K ingfisher
      • T ying up with large department stores like Food world for retailing
      • its Beers.
      • I n association with number of Very Classy, Up market & Stylish
      • bars & lounges.
      • A ggressive Advertising at Outlets & Pubs.
      • B etter Retailing outlets to be opened under Kingfisher Brand.
      • V enturing into other Business with same Brand name, hence
      • increasing Brand Name & Publicity.
    • competitors
    • F ighting C ompetitions
      • P resently d istributing b rands of Beer in India .
      • S AB Miller : H aywards, R oyal Challenge, K nock Out, F oster
      • A nheuser-Busch : B udweiser
      • C arlsberg (South Asian Breweries)
      • H eineken (Asia Pacific Breweries)
      • C astle Lager
      • C obra
    • 3 P’s O f M arketing
    • P roduct
      • N o.1 selling product in its segment.
      • G ood quality raw material is used to maintain the quality standards.
      • C onsistency of product quality is high.
      • A lways tastes fresh due to good quality and well developed distribution network.
    • P rice
      • I n both mild and strong beer segments kingfisher uses competitive pricing strategy.
      650ml 330ml
      • Rs.65
      • Rs.35
      • I t is available throughout India, and is dominant particularly in south and west India.
      • U B has 16 company owned breweries apart from 9 contract breweries in 20 different location across the country.
      • K ingfisher also has a presence in 60 countries.
      • I t has some sixteen hundred shops apart from pubs and bars. Better retailing outlets are also to be opened under the Kingfisher Brand.
      P lace
    • A nalysis kingfisher beer….
    • P orters 5 F orce M odel A pplied t o B eer I ndustry
    • P orters 5 f orce m odel Overall industry rating: high Moderate 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
    • T hreat o f N ew E ntrants
      • T hreat of new entrants is towards lower side.
      • E conomies of scale in manufacturing, distributing, and marketing create high barriers to the national and global markets.
      • T he capital needed to build beer manufacturing facilities and the costs associated with operating business on a national scale are extensive.
      • T he costs associated with this highly controversial industry seek high levels of sales, thus making the industry more and more prohibitive for newcomers.
      • G overnment regulations are largest factor in this force.
    • B argaining p ower o f b uyers
      • B arraging power of buyers is high.
      • T he 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”.
    • T hreat o f s ubstitutes
      • T hreat of substitutes is low.
      • C ustomer loyalty through brand awareness.
      • T he 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.”
    • B argaining p ower o f s uppliers
      • S upplier Power is low
      • P roducts used to brew beer are inexpensive and suppliers are numerous.
      • M oderate.
      • R ise 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.
      • T hough the competition is tough, The Kingfisher brand is the one of the largest supplier of beer, & the third largest producer of distilled spirits,
      I ntensity o f r ivalry a mong c ompetitors “ Drinking is a way of ending the day”
    • STP f or K ingfishers B eer
    • S egmentation
      • G eographic segmentation: It is available through out India and is dominant in particularly in south and west India.
      • D emographic Segmentation- Age basis
      • Youth: 16 to 25yrs. (kingfisher mild)
      • Adults: 25yrs & above (kingfisher strong)
      • S egmentation based on Situation:
      • Birthdays, Anniversary, New year parties etc.
      “ Alcohol is the cause and the solution to many of life's problems.”
    • T argeting
      • K ingfisher has 2 different products for different market segments.
      “ Friends don't let friends drink Light Beer”
    • P ositioning
      • K ingfisher positioned itself as a brand for successful & professional individuals who are always ready to take a break, party or just chill out.
      • I t has positioned itself as “The King of good times”.
      Repositioning
    • K ingfishers SWOT A nalysis
    • S W
      • 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
    • O T
      • 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
    • S ource o f i nformation
      • I nternet
      • w ww.kingfisherworld.com
      • w ww.theubgroup.com
    • ! Thank You !
    • Statutory warning: Consuming alcoholic drinks is injurious to health.