Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

kingfisher

1,108 views

Published on

  • Be the first to comment

  • Be the first to like this

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>

×