Kingfisher beer

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Kingfisher beer

  1. 1. KINGFISHER BEER PRODUCT LIFE CYCLE BY SUBHAJIT SAHA NAVNEET DASS BBA 4TH SEM
  2. 2. KINGFISHER AS A BRAND 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 disciplineALL ABOUT KINGFISHER BEER UB (UNITED BREWERIES LTD.) is the market leader in Indian beer market with a 40% market share. Its flagship Kingfisher brand alone commands 25% market share. The company however has been focusing on strong beer, which has driven its growth The market is now skewed towards strong beer with more than 60% of the market is captured by strong beer market
  3. 3. 4P’S OF KINGFISHER BEER 1.PRODUCT-> Kingfisher has different product lines of beer targeted towards different markets. KINGFISHER PREMIUM BEER KINGFISHER STRONG BEER KINGFISHER DRAUGHT BEER KINGFISHER BLUE BEER KINGFISHER ULTRA MILD 2.PLACEMENT -> Kingfisher has an online marketing system It is available throughout India Kingfisher has its tie-up with large retailers Kingfisher has also its association with various lounges which goes hand in hand with its brand image 3.PRICE -> Kingfisher beer is very competitively and aggressively priced than its competitors which makes it, the
  4. 4. highest selling beer brand in India but not compromising with itsquality. KINGFISHER PREMIUM BEER->It is priced between 35-65 Rs KINGFISHER STRONG BEER->It is priced between 40-70 Rs KINGFISHER ULTRAMILD BEER->It is priced between 60-115 Rs KINGFISHER BLUE BEER->It is priced between 40-70 Rs KINGFISHER DRAUGHT BEER CAN- >It is priced around 60 Rs
  5. 5. 4. PROMOTION-> Its tagline ‘King of good times’ is one of the most popular and successful taglines Kingfisher uses surrogate advertising since the advertisements has been banned It rolls out calendars and sponsors sports events for promoting its brandPRODUCT LIFE CYCLEThe product life cycle reflects sales and profits of a product overdifferent phases of its life. Here we will explain the product life cycle ofKingfisher beer.INTRODUCTION PHASE-> Kingfisher UB group’s most profitableand visible brand made a modest entry in 1960’s. Predicting futuregrowth of beer market in India late Mr.Vittal Mallya started expandingthe company by acquiring other breweries. As beer consumption was notso popular in India during 1970 UB group started exporting beer toAden and middle east in order compensate for the losses due to low salesvolume.
  6. 6. GROWTH STAGE-> The real boom came in 1980’s when Kingfisherbrand is launched newly by Dr.Vijay Mallya. While working in CalcuttaMr.Mallya thought of creating an exciting brand as none of the existingbrand excited him. The first canned beer was also introduced byMr.Mallya in India in 1980’s. During this time television broadcastingbecame widespread in India which also lead to the growth of Kingfisherbrand as people become aware of the brand. Another important factorwas the increase in per capita income of people when Indian economyopened up in 1990’s.There were very few competitors in the marketwhich also worked wonders for Kingfisher brand. The brand also ropedIndian cricket stars like Ajay Jadeja and Sourav Ganguly in the late 90’sfor brand promotion and also sponsored West Indies cricket team whichwent with the flamboyance and cool nature of the brand. The Kingfisherbrand saw phenomenal growth from 1985-1999. As beer market wasgrowing at phenomenal rate in India, in late 2000 various foreign beerbrands like Budweiser, Carlsberg ,Heineken, Fosters started enteringIndian market. By that time Kingfisher became well established brand inthe market capturing half of the beer market. But due to the entry offoreign brands its market share started falling. The Indian customersnow don’t hesitate to experiment as they have enough choice in their
  7. 7. hands and they started shifting to premium beer category due to theincrease in per capita income and more number young peopleconsuming beer. Some of the main competitors of Kingfisher brand areas follows: SAB Miller-> Haywards, Royal Challenge, Fosters, Knock Out Budweiser Carlsberg (South Asian Breweries) Heineken (Asia Pacific Breweries) Castle lager CobraSo, here Kingfisher felt they should diversify and bring new productsinto the market in order to increase market share. Kingfisher came upwith ultra premium beer to compete with global beer brands in India andalso to establish itself across the globe. Kingfisher came up with brandslike Kingfisher Blue, Kingfisher Draught, Kingfisher ultra mild etc. Italso came up with premium brand like Taj which is available mainlyoutside India and few select stores. So Kingfisher created products forevery market where there was a gap in order to maintain itself as the no1 beer brand in India. As a result Kingfisher brand again start growing ata fast pace from 2001-2006. Other UB COBRA 9%Others 5% Brands 21% SAB Miller 36% UB Kingfisher Brand 29%
  8. 8. SATURATION AND DECLINE STAGE-> Legendary brand likeKingfisher hold a unique PLC shape as it experienced growth but also aconstant level of sales over a number of years which shows PLC modelhave limitation for certain products and brands. There may be instancethat some beer brands under Kingfisher are not so popular. The Tajbrand is not so popular in India due to its high cost and unusual bittertaste and Kingfisher Blue which didn’t do that well after its launch butoverall Kingfisher brand maintained a good market share which speaks alot about the growth and status of the brand. PLC CHART OF KINGFISHER BEER
  9. 9. SOURCE OF INFORMATION www.kingfisherworld.com www.theubgroup.com Wikipedia www.oppapers.com www.managementfunda.com www.slideshare.com

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