Kirin beer

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Kirin beer

  1. 1. MICHEAL PORTER’S FIVE FORCES Threat of new entrant Moderate Beer manufacturing takes average amount of capital to enter. To compete KIRINs level is may not possible. Threat of Substitutes High Kirin market share is stable. Most other beer maker produce various taste and cost reduction. Bargaining Power of Suppliers Moderate KIRIN has the largest market share in Japan which could give it much power over suppliers but it has not used that and looks at suppliers and their needs as equal. Bargaining Power of Buyers High More than millions of beer buyers per year and over ten companies to choose form. Public is increasingly drawn in by costly incentives. Intensity of rivalry Very High Kirin other division cannibalize their own sales as well as all other. (Competitors- Asahi, Sapporo, and Suntory)
  2. 2. DEMOGRAPHIC SEGMENTATION •According to people income benefits, Kirin introduced more alcohol at lower cost, therefore 6% alcohol provides ultimate relaxation •Buddy’s target audience in Japan is the “heavy users,” mostly men in their 30s and 40s •Rising income levels: India is home to nearly one-sixth of the global population and is one of the most attractive consumer markets in the world today. Various research studies have shown that a rise in the income levels has a direct positive effect on beer consumption. •Changing age profile: As a consequence of the high birth rates prevalent until the 1990s, a large proportion of the Indian population is in the age group of 20-34 years. This age group is the most appropriate target for beer marketers. This population trend will give a further boost to the growth of beer consumption in India.
  3. 3. PSYCHOGRAPHIC SEGMENTATION  Alcoholic Preferences People:- People who likes alcoholic would opt for alcoholic beer.  Unalcoholic Preferences People:- People who don’t likes alcoholic would prefer unalcoholic beer.  Health Conscious People:- People who are health conscious would prefer 70% less carbohydrates.
  4. 4. BEHAVIORAL SEGMENTATION  OCCASIONS:- Festive seasons like Diwali, New year because people prefer to celebrate with friends, its other way of enjoyment. E.G., In TAMILNADU Tasmac earning on Diwali sales touches rupees 450 crores, out of that beer sales is 100 crores(6000 cases).  BENEFITS:- Because of having beer our body temperature get maintained as cool & also it used to shiny skin for human being.  ATTITUDE:- Some bought it to socialize with friends and family, some bought it for its taste as a beverage to complement certain foods, some bought it to mellow out and forget worries after a hard day's work, or some bought it to simply get high and have fun. Or, there could be other personal reasons(love failure, family problem etc.,) for consumption (health, family or cultural habits, and so on)
  5. 5. GEOGRAPHIC SEGMENTATION  Ranking :- Kirin beer is the top ranking company is that it owns the majority of No. 1 position in various geographic regions.  Geographic:- Country wise - USA, Canada, Japan, Europe, Asia-Pacific, Latin America It attempts to clarify those characteristics closely connected with international competitiveness  Urban/rural:- The gap between the richest and poorest in the world is widening at an alarming rate— one of the quickest in the world. This gap is due in large part to the differences in income between urbanites and rural residents, but coupled with this gap, is a very noticeable income gap through various regions. The average income of an urbanite is roughly three times that of a rural resident and the average income of someone living in one end is 2.25 times higher than that of someone living in the other end.
  6. 6. TARGETING  The target audience becomes younger, a light beer is expected to attract first- time drinkers, since it is much milder than any of the other beers in the country.  Kirin targeted young adult & female markets.  Kirin targeted diabetes patient ( sugar free & zero calories products)  Kirin products marketed to females have begun to emphasize the health benefits of drinking and include ingredients used in beauty products.
  7. 7. POSITIONING  Kirin have the off-site distribution channels.  They built the extensive distribution network.  And also they doing direct sales to the customer.
  8. 8. ANS – OFF MATRIX EXSITING MARKET NEW MARKET EXSITING PRODUCT MARKET PENETRATION Kirin has enjoyed strong relationships with specialist retailers of alcoholic beverages. These economy beers represent one half of the recent polarization in the Japanese beer market. PRODUCT DEVELOPMENT Kirin introduced a new beer in 2002 with 70% less carbohydrates than normal beer. This also had to factor in any possible losses due to cannibalization of existing Kirin products. Kirin had Lager, Light, Draft, and Dry products on the market. NEW PRODUCT MARKET DEVELOPMENT Kirin launch new products with more distinctive packaging, westernized brand names, and younger images. DIVERSIFICATION “On-site” sales are purchases at bars and restaurants that are consumed at those locations, while “off-site” sales are purchases at

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