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Kingfisher marketing mix
This document summarizes Kingfisher beer's marketing mix in India. It is the top-selling beer in India with over 36% market share. Kingfisher offers a variety of beers including Kingfisher Premium, Kingfisher Strong, Kingfisher Ultra, and Kingfisher Blue. It uses promotions like sponsoring sports teams and events, fashion awards, and festivals to promote its brand and tagline "King of Good Times." Kingfisher is distributed throughout India and in 52 other countries, where it aims to provide consumers with a light, easy-drinking beer to enjoy good times.
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Kingfisher marketing mix
- 1. Kingfisher- marketing mix Theking of good times Submitted to – Prof. Smita K. Gaikawad Presented by – Umang yadav
- 2. About Kingfisher isan Indian beer brewed by United Breweries Group, Bangalore. Vijaya mallya is the chairman of kingfisher. With a market share of over 36% in India, it is also available in 52 other countries. Kingfisher is one of the oldest, most widely recognized and respected brands in India. Kingfisher Strong Premium Beer comes from the house of United Breweries Limited. The brand was launched in 1978.
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- 6. Product – kingfisherbeer Brand name – kingfisher Variety - Kingfisher Premium Kingfisher Strong Kingfisher Strong Fresh Kingfisher Draught Kingfisher Ultra Kingfisher Blue Kingfisher Red Kingfisher Lager Quality - Kingfisher Strong, robust brew with alcoholic strength of 7.2% v/v, combines the unique taste and quality of Kingfisher beer with the strength to satisfy the most demanding palate
- 7. Continued.. Features – The beer itself is a light tasting, easy drinking beer with plenty of malt. It goes down really well -- if not a little too well at times! Kingfisher Strong, containing around 8% alcohol, is fast growing in popularity and has more flavour than the regular Kingfisher Premium, which has 4.8% alcohol. Another variation is Kingfisher Blue, marketed at the young and trendy. This is also a strong beer with around 8% alcohol but it has a very light watery taste. Distinctive and full-bodied Kingfisher Ultra, made from imported ingredients, is the newest label to hit the market.
- 8. Packaging and sizes Kingfisher beer comes in packaging of four types : 1. Quart – 650 ml 2. Pint – 330 ml 3. CAN – 500 4. CAN - 300 ml
- 10. Price Premium 650ml @ Rs.95 330ml@ Rs.60 Can 500ml @ Rs.77 330 Can @ Rs. 55 5ltr 900 Strong 650ml @ Rs.100 330 ml @ Rs.55 Can 500ml Rs.80 330ml Can @ Rs.57 Blue 650ml @Rs.100 330ml @Rs.60 Can 330ml @Rs.60 Can 500ml @Rs.80 Draught 500ml @ Rs.80 650ml @ Rs.160 330ml @ Rs.100
- 11. types Quantity inmlPrice in rs King Fisher Strong Premium Beer 330 ML 50 King Fisher Ultra Premium Beer 650 ML 160 King Fisher Ultra Premium Beer 330 ML 100 Kingfisher Blue Premium Beer 500 ml (24 cans) 80 Kingfisher Blue Super Premium Beer 650 ML 90 Kingfisher Blue Super Premium Beer 330 ML 55 Kingfisher Mega Strong Premium Beer 650 ML 90 Kingfisher Premium Lager Beer 650 ML 85 Kingfisher Premium Lager Beer 330 ML 50 Kingfisher Premium Lager Beer Can 500 ml (24 cans) 75 Kingfisher Red Premium Gravity Beer 650 ML 100 Kingfisher super Strong Premium Beer Can 500 ml (24 cans) 80 Kingfishersuper Strong Premium Beer Can 330 ML 55
- 12. Place With amarket share of over 36% in India, it is also available in 52 other countries 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
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- 14. 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 brand Currently, Kingfisher is the Good Times partner for 6 IPL teams i.e. Mumbai Indians, Royal Challengers Bangalore, Sunrisers Hyderabad, Rajasthan Royals, Kings XI Punjab and Delhi Daredevils. Kingfisher also sponsors the East Bengal Football Club (Asian Champions 2003) and promotes Baichung Bhutia, one of the most popular footballers in the country. Kingfisher also hosts 'Corporate 5s', an annual five a side football event for corporates at the national level.
- 15. Promotions… On thefashion front, Kingfisher was responsible for constituting the "Kingfisher Fashion Awards" Apart from direct sponsorships and associations, the brand is also involved in various ground level activities which are more experiential in nature – thematic promos at pubs, MTV awards, Sunday Night Bazaars, Casino Nite, etc being a few. Voice of Goa, an annual hunt for the best singing talent in Goa, has been a tremendous hit. Kingfisher has kept an array of festivals in its bag to keep the Good Times rolling. The Great Indian Octoberfest (Kingfisher TGIOF)
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