What are the 4 characteristics of CTAs that convert?
Kingfisher 2
1. The king of
good Times
manish pandey
Uom mysore
UniversiTy
presenTaTion on
MS RAMAIAH INSTITUTES OF MANAGEMENTMS RAMAIAH INSTITUTES OF MANAGEMENT
2.
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. • 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
7. Beer
• 50% market share nationally.
• Sold in over 60 countries and also on
international flights.
• Every third beer sold in India is Kingfisher.
• India’s 1st global consumer brand –
Kingfisher.
About the company
9. Beer
Fashion Collection
Sports
Swimsuit Calendar
• 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.
• Today Kingfisher Strong is India’s largest selling beer
brand.
10. 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.
11. Products & Prices
VARIANTS
Kingfisher Premium
Kingfisher Strong
Kingfisher Strong
Fresh
Kingfisher Draught
Kingfisher Ultra
Kingfisher Blue
Kingfisher Red
18. 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.
20. Fighting Competitions
Presently distributing brands of Beer in India.
1. SAB Miller : Haywards, Royal Challenge, Knock Out, Foster
2. Anheuser-Busch : Budweiser
3. Carlsberg (South Asian Breweries)
4. Heineken (Asia Pacific Breweries)
5. Castle Lager
6. Cobra
22. 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.
23. promotioN
• Its tagline ‘King of good times’ is one of the
most popular and successful taglines.
• Since advertising of liquor is banned in India
Kingfisher uses surrogate methods like using
mineral water and sodas.
• It rolls out calendars and sponsors sports
events for promoting its brand.
24. price
• In both mild and strong beer segments kingfisher uses
competitive pricing strategy.
650ml
330ml
• Rs.90
• Rs.50
25. • 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
27. 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.”
28. TargeTing
• Kingfisher has 2 different products for different
market segments.
“Friends don't let friends drink Light Beer”
29. 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
31. 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
32. 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
