0
 Navneet Sharma
 Aditi Ambaskar
 Nikita Desai
 Shivam Pandey
 United

Breweries Limited (UBL) was founded on March 15, 1915, in
Madras by Thomas Leishman, a Scotsman, also its first ...
Vittal Mallya was succeded by Dr. Vijay Mallya, was elected by
shareholders as Chairman of UB in 1983, at the age of 28.
...
 We constitute a large, global group based in India. We associate with
world leaders in order to adopt technologies and p...
 Quality leadership is vital to the long-term success of the UB Group in
an increasingly competitive marketplace.

 Buil...
 The Group expanded by acquisition, innovation in products and
entering new markets.
 Currently, it is more focused on i...
 Almost all acquisitions have been very successful for the Group.
Acquisitions :

Alcoholic Drinks: McDowell, Shaw-Wallac...
 They have moved into sporting events like Force India and
Royal Challengers Bangalore.

 Also started up with an entert...
 Launched the Kingfisher Calendar in 2003, which mostly acted as a
promotional instrument for Kingfisher as a Brand.
 New Marketing Initiatives
- Tetra packs(180ml)
- Sachets
- Miniature Bottle
 New Product Initiatives
- Kingfisher Draug...
Overall industry rating:

high

Moderate

Threat of new entrants.
Bargaining power of buyers.

low
X

X

Threat of substit...
 Threat of new entrants is towards lower side.
 Economies of scale in manufacturing, distributing, and marketing
create ...
 Barraging power of buyers is high.
 The quantity of alcoholic beverages that a nation consumes tends to
be unaffected t...
 Threat of substitutes is low.
 Customer loyalty through brand awareness.
 The advertising restrictions placed on alcoh...
 Supplier Power is low.
 Products used to brew beer are inexpensive and suppliers are
numerous.
 Moderate.
 Rise in legal and regulatory burdens, leads many manufacturers to
merge in order to lower competition. Actin...
• Strongest Worldwide Distribution System.
• Huge Finances backing from UB Group.
• Oldest & Largest Player In India
• Wor...
Kingfisher marketing Strategies and BCG and Porters 5 forces model
Kingfisher marketing Strategies and BCG and Porters 5 forces model
Kingfisher marketing Strategies and BCG and Porters 5 forces model
Kingfisher marketing Strategies and BCG and Porters 5 forces model
Kingfisher marketing Strategies and BCG and Porters 5 forces model
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Kingfisher marketing Strategies and BCG and Porters 5 forces model

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Transcript of "Kingfisher marketing Strategies and BCG and Porters 5 forces model"

  1. 1.  Navneet Sharma  Aditi Ambaskar  Nikita Desai  Shivam Pandey
  2. 2.  United Breweries Limited (UBL) was founded on March 15, 1915, in Madras by Thomas Leishman, a Scotsman, also its first Managing Director.  It all began with 5 breweries in South India , sold in bullock carts.  The company was bought by late Mr. Vittal Mallya in 1947.  The Dhaka-born Mallya invested heavily in the shares of United Breweries in the late 40s with an eye on its eventual acquisition.  Vittal Mallya was elected to the Board of Directors of UBL in 1947 at the age of 22 and a year later became its Chairman.
  3. 3. Vittal Mallya was succeded by Dr. Vijay Mallya, was elected by shareholders as Chairman of UB in 1983, at the age of 28.  Dr.Mallya is till date the chairman of the company.  During the time of Vittal Mallya, the sight of bullock carts carrying huge barrels called “ hogsheads “ containing beer became a household sight.  These carts wheeled their way to the customers, including British troops, living in and around Madras, Bangalore and the Nilgiris.
  4. 4.  We constitute a large, global group based in India. We associate with world leaders in order to adopt technologies and processes that will enable a leadership position in a large spectrum of activities.  We are focused on assuming leadership in all our target markets.  We seek to be the most preferred employer wherever we operate.  We recognize that our organization is built around people who are our most valuable asset.  We will always be the partner of choice for customers, suppliers and other creators of innovative concepts.  We will continually increase the long-term value of our Group for the benefit of our shareholders.
  5. 5.  Quality leadership is vital to the long-term success of the UB Group in an increasingly competitive marketplace.  Building quality into our workplace, products and service is essential to a successful future for our customers, employees, supplier’s communities and shareholders.  The UB Group will work to provide products and services that always meet or exceed expectations.  Management will commit resources and create an environment in which each employee can contribute skills, talents and ideas to a neverending process of improvement and innovation in all aspects of our business.
  6. 6.  The Group expanded by acquisition, innovation in products and entering new markets.  Currently, it is more focused on introducing more products in the existing markets and through Globalization it entered Europe, Africa.  Started Kingfisher airlines in 2003, which became an international airline in 2008.
  7. 7.  Almost all acquisitions have been very successful for the Group. Acquisitions : Alcoholic Drinks: McDowell, Shaw-Wallace, Whyte and MacKay, etc. Airplane: Air Deccan
  8. 8.  They have moved into sporting events like Force India and Royal Challengers Bangalore.  Also started up with an entertainment channel NDTV GOOD TIMES
  9. 9.  Launched the Kingfisher Calendar in 2003, which mostly acted as a promotional instrument for Kingfisher as a Brand.
  10. 10.  New Marketing Initiatives - Tetra packs(180ml) - Sachets - Miniature Bottle  New Product Initiatives - Kingfisher Draught - McDowell’s diet mate whisky - Romanov unique diet vodka
  11. 11. Overall industry rating: high Moderate Threat of new entrants. Bargaining power of buyers. low X X Threat of substitutes. X Bargaining power of suppliers. X Intensity of rivalry among competitors. X
  12. 12.  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.
  13. 13.  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.
  14. 14.  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.
  15. 15.  Supplier Power is low.  Products used to brew beer are inexpensive and suppliers are numerous.
  16. 16.  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.
  17. 17. • Strongest Worldwide Distribution System. • Huge Finances backing from UB Group. • Oldest & Largest Player In India • Worldwide known Brand • Beer consumption is increasing • Reduction in Taxes • Brand Extension Benefits • Different Brands under Same Company • High Concentration on Strong Beer Market • High Taxes & Regulations • Prohibition on Advertising • Indian Culture is a Major Hindrance • Many International Player Entering In India
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