kingfisher

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kingfisher

  1. 1. Presented By SURYA PRAKASH 12 UMA SHANKAR 32 AMARENDRA 31 BHAVESH 04 RAVI SHEKHAR 50 MARKETING STRATEGY
  2. 2. 1857 - Mr. Thomas Leishman formed United Breweries Ltd. 1947 - Mr. Vittal Mallya became the first Chairman of Indian Origin. 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.”
  3. 3. 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.”
  4. 4. As A Brand
  5. 5. B eer A irlines F ashion C ollection S ports S wimsuit C alendar
  6. 6. Classifications <ul><li>Pilsner: A type of lager beer, it is light with 3.0 - 3.8% alcohol and has a medium hp flavor. </li></ul><ul><li>Ale: Top fermented, this kind of beer has distinct hop aroma. The alcohol content is around 4 - 5%. </li></ul><ul><li>Stout: Dark with burnt flavor and strong malt aroma; it is heavily hopped and contains 5 - 6.5% alcohol. </li></ul><ul><li>Porter: This is less dark than stout, even less hopped and is somewhat sweet. Alcohol content is around 5%. </li></ul><ul><li>Creamy Ale : A highly carbonated beer that is produced by a combination of Ale and lager. </li></ul><ul><li>Malt: A strong flavored, high alcohol content beer that ranges in flavor and colors. </li></ul>
  7. 7. M arket S hare & G rowth
  8. 8. B EER M ARKET S HARE I n I NDIA
  9. 9. K INGFISHER B RAND M ARKET S HARE ( BEER )
  10. 10. competitors
  11. 11. F ighting C ompetitions <ul><li>P resently d istributing b rands of Beer in India . </li></ul><ul><li>S AB Miller : H aywards, R oyal Challenge, K nock Out, F oster </li></ul><ul><li>A nheuser-Busch : B udweiser </li></ul><ul><li>C arlsberg (South Asian Breweries) </li></ul><ul><li>H eineken (Asia Pacific Breweries) </li></ul><ul><li>C astle Lager </li></ul><ul><li>C obra </li></ul>
  12. 12. A nalysis kingfisher beer….
  13. 13. P orters 5 F orce M odel A pplied t o B eer I ndustry
  14. 14. 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
  15. 15. T hreat o f N ew E ntrants <ul><li>T hreat of new entrants is towards lower side. </li></ul>
  16. 16. B argaining p ower o f b uyers <ul><li>B arraging power of buyers is high. </li></ul>“ The worse you are at thinking, the better you are at drinking”.
  17. 17. T hreat o f s ubstitutes <ul><li>T hreat of substitutes is low. </li></ul><ul><li>C ustomer loyalty through brand awareness . </li></ul>“ It takes only one drink to get me drunk. The trouble is, I can't remember if it's the thirteenth or the fourteenth.”
  18. 18. B argaining p ower o f s uppliers <ul><li>S upplier Power is low </li></ul><ul><li>P roducts used to brew beer are inexpensive and suppliers are numerous. </li></ul>
  19. 19. <ul><li>M oderate. </li></ul><ul><li>The third Largest producer of distilled spirits. </li></ul>I ntensity o f r ivalry a mong c ompetitors “ Drinking is a way of ending the day”
  20. 20. PEST ANALYSIS
  21. 21. K ingfishers SWOT A nalysis
  22. 22. S W <ul><li>Worldwide known Brand </li></ul><ul><li>Oldest & Largest Player In India </li></ul><ul><li>Huge Finances backing from UB Group </li></ul><ul><li>Strongest Worldwide Distribution System. </li></ul><ul><li>Different Brands under Same Company </li></ul><ul><li>High Concentration on Strong Beer Market </li></ul>
  23. 23. O T <ul><li>Beer consumption is increasing </li></ul><ul><li>Reduction in Taxes </li></ul><ul><li>Brand Extension Benefits </li></ul><ul><li>High Taxes & Regulations </li></ul><ul><li>Prohibition on Advertising </li></ul><ul><li>Indian Culture is a Major Hindrance </li></ul><ul><li>Many International Player Entering In India </li></ul>
  24. 24. CONCLUSION
  25. 25. S ource o f i nformation <ul><li>w ww.kingfisherworld.com </li></ul><ul><li>w ww.theubgroup.com </li></ul>

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