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The king of good times Presented By Gagan JANGALE 584 Linley REBELLO 602 Amrinder SINGH 575 Presentation on  K.L.S INSTITUTE OF MANAGEMENT EDUCATION & RESEARCH. BELGAUM
Lets Say Cheers to ... Beer ...
“ Drinking beer will not reduce your sorrow neither drinking milk  so lets ‘cheers’ to beer”
1857 -  Mr. Thomas Leishman  formed United Breweries Ltd. 1947 -  Mr. Vittal Mallya  became the first Chairman of Indian Origin.  1974 - International beer exports began to Aden and Middle East. 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.”
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.”
P O R T F O L I O B everage  A lcohol P harmaceuticals A viation F ertilizers I nternational  T rading M edia C onstruction F ashion Clothing
[object Object],[object Object],[object Object],[object Object],[object Object],A bout  t he  c ompany
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A bout  t he  c ompany
As A Brand
B eer A irlines  F ashion  C ollection S ports S wimsuit  C alendar
Classifications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
M arket  S hare  &   G rowth
B EER  M ARKET  S HARE  I n  I NDIA
K INGFISHER  B RAND  M ARKET  S HARE  ( BEER )
K INGFISHER  B RAND  G ROWTH ( BEER ) HECTOLITRES (IN MILLIONS)
M aking  A M ark   strategies….
M ark  o f  a b rand  n ame  K ingfisher ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
competitors
F ighting  C ompetitions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3   P’s   O f  M arketing
P roduct ,[object Object],[object Object],[object Object],[object Object]
P rice ,[object Object],650ml 330ml ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],P lace
A nalysis  kingfisher beer….
P orters  5 F orce  M odel  A pplied  t o  B eer  I ndustry
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
T hreat  o f  N ew  E ntrants ,[object Object],[object Object],[object Object],[object Object],[object Object]
B argaining  p ower  o f  b uyers ,[object Object],[object Object],[object Object],“ The worse you are at thinking, the better you are at drinking”.
T hreat  o f  s ubstitutes ,[object Object],[object Object],[object Object],“ It takes only one drink to get me drunk. The trouble is, I can't remember if it's the thirteenth or the fourteenth.”
B argaining  p ower  o f  s uppliers ,[object Object],[object Object]
[object Object],[object Object],[object Object],I ntensity  o f  r ivalry  a mong  c ompetitors “ Drinking is a way of ending the day”
STP f or  K ingfishers  B eer
S egmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Alcohol is the cause and the solution to many of life's problems.”
T argeting ,[object Object],“ Friends don't let friends drink Light Beer”
P ositioning ,[object Object],[object Object],Repositioning
K ingfishers  SWOT A nalysis
S W ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
O T ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
S ource  o f  i nformation ,[object Object],[object Object],[object Object]
! Thank You !
Statutory warning: Consuming alcoholic drinks is injurious to health.

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Kingfisher Beer

  • 1. The king of good times Presented By Gagan JANGALE 584 Linley REBELLO 602 Amrinder SINGH 575 Presentation on K.L.S INSTITUTE OF MANAGEMENT EDUCATION & RESEARCH. BELGAUM
  • 2. Lets Say Cheers to ... Beer ...
  • 3. “ Drinking beer will not reduce your sorrow neither drinking milk so lets ‘cheers’ to beer”
  • 4. 1857 - Mr. Thomas Leishman formed United Breweries Ltd. 1947 - Mr. Vittal Mallya became the first Chairman of Indian Origin. 1974 - International beer exports began to Aden and Middle East. 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.”
  • 5. 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.”
  • 6. P O R T F O L I O B everage A lcohol P harmaceuticals A viation F ertilizers I nternational T rading M edia C onstruction F ashion Clothing
  • 7.
  • 8.
  • 10. B eer A irlines F ashion C ollection S ports S wimsuit C alendar
  • 11.
  • 12. M arket S hare & G rowth
  • 13. B EER M ARKET S HARE I n I NDIA
  • 14. K INGFISHER B RAND M ARKET S HARE ( BEER )
  • 15. K INGFISHER B RAND G ROWTH ( BEER ) HECTOLITRES (IN MILLIONS)
  • 16. M aking A M ark strategies….
  • 17.
  • 19.
  • 20. 3 P’s O f M arketing
  • 21.
  • 22.
  • 23.
  • 24. A nalysis kingfisher beer….
  • 25. P orters 5 F orce M odel A pplied t o B eer I ndustry
  • 26. 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
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32. STP f or K ingfishers B eer
  • 33.
  • 34.
  • 35.
  • 36. K ingfishers SWOT A nalysis
  • 37.
  • 38.
  • 39.
  • 41. Statutory warning: Consuming alcoholic drinks is injurious to health.