Kingfisher Beer
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Transcript of Kingfisher Beer
(UNITED BREWERIES LTD.)
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.
To 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
Beverage Alcohol
PharmaceuticalsAviation
FertilizersInternational
TradingMedia
ConstructionFashion Clothing
The UB Group, is the market leader in both Spirits & Beer business in the country.
The Group has a turnover of Rs. 5900 Crores. (approx.)
An PBT Growth of 266% in 2005 – 2006.
Publishes World’s 2nd Costliest Swimsuit Calendar.
Won more than 6 International Awards for its Kingfisher Beer Brand alone.
Beer 50% market share nationally. Sold in over 52 and also on
international flights. Every third beer sold in India is
Kingfisher. India’s 1st global consumer brand –
Kingfisher.
Spirits 54% market share in the domestic
market. 3rd largest player in the world.
Beer
Airlines
Fashion Collection
Sports
Swimsuit Calendar
Lager: It is stored for a specified period before being bottled or canned.
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%.
Classifications
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.
Market Share & Growth
UB 50%SAB Miller 36%
COBRA 9% Others 5%
BEER MARKET SHARE In INDIA (2006)
SAB Miller 36%
COBRA 9%Others 5%Other UB
Brands 21%
UB Kingfisher Brand 29%
KINGFISHER BRAND MARKET SHARE (BEER) (2006)
KINGFISHER BRAND GROWTH (BEER)
0
0.5
1
1.5
2
2.5
3
1985 1990 1995 1997 1999 2000 2001 2003 2005 2006
HE
CT
OL
ITR
ES
(IN
MIL
LIO
NS)
Making A Mark Strategies……
Tying up with large department stores like Foodworld for retailing its Beers.
In association with number of Very Classy, Up-market & Stylish bars & lounges.
Aggressive Advertising at Outlets & Pubs.
Better Retailing outlets to be opened under Kingfisher Brand.
Changing Shopping Experience
Acquisition…… the Mantra
On a Shopping Spree to acquire world know Beverage Brands, hence developing Brand Name & existent Product market.
Venturing into other Business with same Brand name, hence increasing Brand Name & Publicity.
Acquisitions of other businesses also helping Brand Growth.
Strategies
Presently distributing 5 brands of Beer in India after an entry in 2000.
Haywards Royal Challenge Castle Lager Knock Out Foster
Fighting Competitions
Building distribution Channels.
Massive Brand Development Strategies being applied.
Steeping into Men’s Fashion apparels Collections.
Planning to Launch Italian No.1 Beer in Indian Market in Early 2008
Fighting Competitions
Massive Shopping Spree (Acquisitions)
2 Highest selling Brands of Shaw Wallace (INDIA).
Foster Brand In India
Other Small & Big Breweries in India & other Parts of World
Strategies
Niche Market Oriented.
Varied Flavors.
Launched India’s First Ever Low Cal Beer.
India’s First ever View of Fruit Flavored Beverages.
Promoting itself Worldwide as Brand of India, hence gaining popularity.
Distinct Strategy
Analysis ……
Kingfisher Beer
Kingfisher’s Competitive Advantage
BRANDING
MANAGEMENT TEAM SEGME
NT – MARKET PRESENCE
MANUFACTURING
TECHNOLOGY
VALUE CHAIN
OWNERSHIP LOCAL
SOURCING
Strongest Brand
Significant Upgradation
Professional Managed Seasoned Professionals with Significant
Industry Experience Least Vulnerable
to Policy Volatility due to Large Spread
Largest Manufacturing Space Maximum Capital Utilization
Initiatives Planned for Integrating into Retailing
Optimal, as almost
completely Locally Sourced
Worldwide known Brand
Strongest Worldwide Distribution System.
Oldest & Largest Player In India
Huge Finances backing from UB Group
High Concentration on Strong Beer Market
Different Brands under Same Company
Many International Player Entering In India
High Taxes & Regulations Prohibition on Advertising
Indian Culture is a Major Hindrance
Few Relaxation of Rules Reduction in Taxes Brand Extension Benefits
Suggestions / Recommendations
Tying up with More number of large department stores for retailing its Beers.
Entry into Low Cal & Varied Flavor Market.
Development of New & Innovative Packaging i.e. use of Pet.
Double Branding UB’s Regional Brands.
Royalty Club for Classy & Up-market Bars & Lounge Owners.
Source of Information
Secondary Source of Collection Magazines
News paper
Internet / Online.
www.kingfisherworld.com (Online)