2. Market Structure ;
The Indian beer market has been witnessing steady growth of 10-17% per year over
the last ten year.
Populous India is world’s largest Whisky
market,
But the beer market is less than 10% of
the alcohol market.
Last year , just 1.5 billion liters were
sold. Which is just 1.3l/capita/annum.
UB and the foreign newcomer SABmiller
hold 80% of beer sales in India.
3. Market Research :
• To begin with, the research was conducted on 462 respondents on the basis of Off
premise wine shops-Intercept to find out the awareness of the brand KF BLUE Beer.
Out of 462 respondents, 106 respondents gave a favorable response for KF Blue.
So the further research was conducted on those 106 respondents.
0
5
10
15
20
25
30
35
40
Respondents
Respondents
0
10
20
30
40
50
60
70
80
MILD BEER
STRONG
BEER
Respondents
Respondents
4. About the age of the respondents at which they started
consuming beer ;
0
10
20
30
40
50
60
70
Under 18
18 - 24
25 - 34
35 - 49
50 or over
Respondents
respondents
6. About the ranking of the beer companies in India and the
awareness of KF Blue among the respondents ;
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Ranking
Ranking
Awareness Of KF Blue
YES
NO
7. About how the respondents come to know about the KF blue Beer
and whether the respondents are aware of the change in the taste
of KF Blue :
Change Awareness
YES
NO
8. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Advertisement/ Commercial
Taste
Price
Alchohal Content
Quality
Ambience
Promotions
Colour
Package/Bottle
Image Of The Beer
Nt Important
Less Important
Neutral
Somewhat Important
Very Important
Interpretation :
It is evident from the above table that Taste,Quality,Packaging as well as the alcohol content are the
prime factors which the respondents consider before buying a beer .
0% 20% 40% 60% 80% 100%
UB Export
KF Premium
KF Strong
KF Blue
KF Draught
KF Diet
KF Ultra
Tiger
Very Low
Somewhat Low
Neutral
Somewhat High
Very High
Interpretation :
It is evident from the
table that KF Blue is not
among the top brands
among the UB group too
, most respondents were
of the view that the KF
beers are not considered
as the high end brand ,
rather the imported
brands like Carlsberg etc
are preferred by the
niche class .
9. Interpretation :
It is evident from the table that most of the respondents are in the favour of KF Blue as
this questionnaire was filled up by those who still continues to have KF Blue. But most of
them were of the view that the previous version(Stronger) was much better.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
I Love Freshness Of KF Blue Better Than Other Beers
I Like The Smoothness Of KF Blue More Than Any
Other Beer
KF Blue Has A Greater Value For Money Than Other
Beers
KF Blue Has Better Quality Than Other Beers In The
Market
The Appearance Of The KF Blue Bottle Is Very
Appealing In Comparison To Other Beers
KF Blue Does Not Target Any Particular Age Group
Like Other Beers
Strongly Disagree
Somewhat Disagree
Neutral
Somewhat Agree
Strongly Agree
0
20
40
60
80
YES NO
Respondents Aware Of Promotion
Respondents Aware Of Promotion
10. Comparative Analysis of KF Blue ;
• Research Question : How can background variables of
respondents like age and source of awareness
be linked to comparative
performance variables ?
• Brief description: There are many factors that affect the
consumers buying behavior. These factors may act as a
major influencer when consumers make a decision to dine
outside. These factors have a direct relationship with
consumers’ perception. Therefore, in order to find out the
relationship between these background variables of
consumers and their perception about the KF Blue Beer in
comparison to other beers in the market , this research was
carried out.
• From the hypothesis testing we found that the perceived
level of performance was affected by the source from which
people came to know about KF Blue Beer . Friends and
Peers played an important role in influencing the drinking
decision of consumers while Newspapers and others means
had least affect .
11. • In order to find the perceived level of performance of KF BLUE in
comparison to other premium beers in India, I was required to find out the
overall level of performance. For finding this, only comparison
statements (Table 12) have been
• considered. This has come at ;
Mean-3.632075
Median-3.666667
Mode-3.666667
Standard Deviation-0.431999
Sample Variance-0.186623
Kurtosis- -0.20405
Skew ness- -0.44584
Maximum-4.5
Minimum-2.666667
Sum-385
Count-106
So, we can say that the perceived level of performance of KF BLUE in
comparison to other premium beers in India is at 3.632, which is in between
‘Somewhat Disagree’ and ‘Somewhat Agree’. This value is closer to ‘Agree’,
i.e. better performance.
12. • By combining this result with the drinking pattern of the respondents we find that the
perceived level of performance by KF BLUE as compared to other beers is affected
by the drinking pattern of those customers who drink Twice a Week at 95%
confidence interval .
13. Strategy Suggestions and Recommendations for Kingfisher Blue :
What we figured from our very FGD and depth interviews with the consumers was
that Kingfisher was not their preferred brand. The preference was skewed toward
international brands like Carlsberg, Corona, Budweiser etc. this was due to the fact
that most of them did not consider Kingfisher in the premium brand of beers. Hence,
the recommended strategy would be to position Kingfisher as an international
brand.
The second prominent observation was that people purchase Kingfisher due to the
Price-value it offers. Consumer perception of Kingfisher is that of an economical
brand of beer. Kingfisher should further this strength of theirs in terms of
positioning the brand.
The suggestion 1 and 2 may tend to contradict each other. In order to incorporate
both to create a bigger impact the overall positioning of the brand should be of an
economical international brand. At the same time Kingfisher may even ponder over
the possibility of marginal increase in price in order to strengthen the International
appeal but at the same time not losing out on its strength of being an economical
brand. A price elasticity research can be carried out to determine to what extent the
price can be increase without affecting the sales but strengthening it further when
coupled with the International appeal.
14. Since Kingfisher already enjoys the maximum share of
the premium category segment, it should focus more on
retaining its number one position. Increase in the share
pie should follow this objective.
Current target segment of Kingfisher Blue is the youth.
Since more and more young consumers are increasing
the market potential, Kingfisher should not lose focus of
this segment. The younger crowd if converted to
Kingfisher consumers will lead to them being a loyal
consumer once they reach middle age. And as we know
most of this youth segment wants higher alcohol content
as it provides instant kick, and that is why initially KF
BLUE had a great sales record but with the change in the
alcohol content to cater to the large premium segment ,
the change in taste and lowering the kick factor proved to
be the dooming factor.
To ensure brand loyalty, Kingfisher Blue can run
campaigns which associate the consumers of Kingfisher
to a unique class of people. Like “Mountain Dew” (just for
example) is targeted for adventure loving people,
Kingfisher should totally associate itself with the
heartbeat of India, Cricket.
Also Kingfisher Blue (NOW a mild beer) can be
associated to a drink for the Sports Lovers (if the
hypothesis is proved true that Kingfisher’s regular
consumers are also sport lovers).
15. After interacting with several distributors, what we came
across was that there is a huge difference in the
commission offered by KF with respect to the other
brands like Sab Miller,etc(Rs 100 or more /case whereas
KF offers 40-45/case) .With the advent of new product we
should come up with if not the higher commissions but
at least with the foreign tour packages for achieving
certain targets,this wil boost the distributor’s will to push
our brand.
Most of the consumers or respondents were unable to recall
a promotional activity held for KF BLUE , which means we
are lagging somewhere in the promotional aspects. What I
observed at several distributor outlets , a very few had KF
Blue in the prime shelf or even the eye catching shelves. The
presence at the outlets for KF Blue is nearly nil. Still a lot of
people are unaware of the KF BLUE, we have to see to it that
more and more outlets who are nearing the end of their
contract with other brands for the prime boarding are
engulfed by our lucrative offers.
The marketing warfare takes place in the place in the mind
of the customers. The most tactical weapon today is
advertising. We should outthink , outmanoeuvre and
outcast your competitor with the help of smart
advertisements.
