1) United Breweries Ltd was formed in 1857 in India and has been led by chairmen of Indian origin since 1947. Dr. Vijay Mallya became chairman in 1983. 2) The company's mission is to be the recognized leader in target markets and preferred employer, while recognizing human value and being a partner of choice. 3) Kingfisher has the largest market share of beer in India but faces competition from brands of companies like SABMiller, Anheuser-Busch, and Carlsberg. The Porter's Five Forces model analysis finds moderate threat from new entrants and substitutes but high bargaining power of buyers and low of suppliers.

1. Presented By SURYA PRAKASH 12 UMA SHANKAR 32 AMARENDRA 31 BHAVESH 04 RAVI SHEKHAR 50 MARKETING STRATEGY

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. 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. As A Brand

5. B eer A irlines F ashion C ollection S ports S wimsuit C alendar

6. Classifications Pilsner: A type of lager beer, it is light with 3.0 - 3.8% alcohol and has a medium hp flavor. Ale: Top fermented, this kind of beer has distinct hop aroma. The alcohol content is around 4 - 5%. Stout: Dark with burnt flavor and strong malt aroma; it is heavily hopped and contains 5 - 6.5% alcohol. Porter: This is less dark than stout, even less hopped and is somewhat sweet. Alcohol content is around 5%. Creamy Ale : A highly carbonated beer that is produced by a combination of Ale and lager. Malt: A strong flavored, high alcohol content beer that ranges in flavor and colors.

7. M arket S hare & G rowth

8. B EER M ARKET S HARE I n I NDIA

9. K INGFISHER B RAND M ARKET S HARE ( BEER )

10. competitors

11. F ighting C ompetitions P resently d istributing b rands of Beer in India . S AB Miller : H aywards, R oyal Challenge, K nock Out, F oster A nheuser-Busch : B udweiser C arlsberg (South Asian Breweries) H eineken (Asia Pacific Breweries) C astle Lager C obra

12. A nalysis kingfisher beer….

13. P orters 5 F orce M odel A pplied t o B eer I ndustry

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. T hreat o f N ew E ntrants T hreat of new entrants is towards lower side. E conomies of scale in manufacturing, distributing, and marketing create high barriers to the national and global markets. T he capital needed to build beer manufacturing facilities and the costs associated with operating business on a national scale are extensive. T he costs associated with this highly controversial industry seek high levels of sales, thus making the industry more and more prohibitive for newcomers. G overnment regulations are largest factor in this force.

16. B argaining p ower o f b uyers B arraging power of buyers is high. T he quantity of alcoholic beverages that a nation consumes tends to be unaffected through recession and prosperity while the quality of the products purchased is directly related to the disposable income. A decline in disposable income shifts consumer preferences away from premium-priced brand-name products in favor of lower-priced brands i.e switching cost is low. “ The worse you are at thinking, the better you are at drinking”.

17. T hreat o f s ubstitutes T hreat of substitutes is low. C ustomer loyalty through brand awareness. T he advertising restrictions placed on alcoholic beverage industry in recent years make it harder to achieve brand loyalty. “ 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. B argaining p ower o f s uppliers S upplier Power is low P roducts used to brew beer are inexpensive and suppliers are numerous.

19. M oderate. R ise in legal and regulatory burdens, leads many manufacturers to merge in order to lower competition. Acting as oligopolies, they ensure high profit margins, cash flows, and investment returns. T hough the competition is tough, The Kingfisher brand is the one of the largest supplier of beer, & the third largest producer of distilled spirits, I ntensity o f r ivalry a mong c ompetitors “ Drinking is a way of ending the day”

20. PEST ANALYSIS

21. K ingfishers SWOT A nalysis

22. S W Worldwide known Brand Oldest & Largest Player In India Huge Finances backing from UB Group Strongest Worldwide Distribution System. Different Brands under Same Company High Concentration on Strong Beer Market

23. O T Beer consumption is increasing Reduction in Taxes Brand Extension Benefits High Taxes & Regulations Prohibition on Advertising Indian Culture is a Major Hindrance Many International Player Entering In India

24. CONCLUSION

25. S ource o f i nformation w ww.kingfisherworld.com w ww.theubgroup.com