Case Study : Kingfisher

Case Study : KingfisherThe King Of good times

Introduction1857 - 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.

MissionTo be the recognized leader in our target markets.

To be the preferred employer wherever we operate.

To recognize the value of our human assets.

To be the partner of choice for customers, suppliers, and other creators of innovative concepts

About the companyBeer 50% market share nationally. Sold in over 52 countries and also on international flights. Every third beer sold in India is Kingfisher. Indias 1st global consumer brand Kingfisher.

Spirits 54% market share in the domestic market. 2nd largest player in the world.

ClassificationKingfisher PremiumKingfisher StrongKingfisher Strong FreshKingfisher Draught

Kingfisher UltraKingfisher BlueKingfisher RedKingfisher Lager

Beer

Airlines

Fashion Collection

Sports

Swimsuit Calendar

Market Share and Growth

Kingfisher Brand Growth : Beer

HECTOLITRES (IN MILLIONS)

Competitors of SAB Miller : Haywards, Royal Challenge, Knock Out, FosterAnheuser-Busch : BudweiserCarlsberg (South Asian Breweries)Heineken (Asia Pacific Breweries)Castle LagerCobra

STP for Kingfisher Beer

SegmentationGeographic segmentation: It is available through out India and is dominant in particularly in south and west India.Demographic Segmentation- Age basisYouth: 16 to 25yrs. (kingfisher mild)Adults: 25yrs & above (kingfisher strong)Segmentation based on Situation:Birthdays, Anniversary, New year parties etc.

Targeting Kingfisher has 2 different products for different market segments.

PositioningKingfisher positioned itself as a brand for successful & professional individuals who are always ready to take a break, party or just chill out.

It has positioned itself as The King of Good Times.

Group MembersSailee Naik 31Aakash Ozha -