Kingfisher Beer (VIPIN ARORA)

8/3/2019 Kingfisher Beer (VIPIN ARORA)

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Project Report On

Advertising & Sales Promotion

Submitted to: Submitted by:

Ms. MONICA MOR VIPIN ARORA

PG20102425


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INTRODUCTION OF THE PRODUCT

1857 - Mr. Thomas Leishman formed United Breweries Ltd.

1947 - Mr. Vittal Mallya became the first Chairman of IndianOrigin.

1974 - International beer exports began to Aden and Middle East. 1983 - Dr. Vijay Mallya became the Chairman of the UB group .


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Kingfisher is one of the oldest, most widely recognized andrespected brands in India.

Ever since its inception, the brand has not only succeeded inguarding its numerouno status, but has also been able to evolve

into one of the most contemporary and aspirational youth icons of

today.

It is the only brand in the category to successfully straddle the miland the strong beer category of the country, together selling in

excess of 105mn cases.

First manufactured beer in 1944 under the label Exports. Introduces Kingfisher in 1978 It is the largest selling brand in India. It commands a 50% share in the beer market. Recorded a 14% growth in the year 10-11.


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STP PROCESS

SEGMENTATION

Geographic segmentation: It is available throughout India and is

dominant in particularly in south and west India.

Demographic Segmentation- Age basis

Youth: 16 to 25yrs. (kingfisher mild) Adults: 25yrs & above (kingfisher strong) Segmentation based on Situation: Birthdays, Anniversary, New

Year parties etc.

ARGET AUDIENCE

Kingfisher has 2 different products for different market segments.


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DEMOGRAPHICS:

Age: 25-35 years

Region: India, urban population

Occupation: White-collar service/professional

Sex: Male

Religion: Insignificant

Social class: Middle and upwards

Family life cycle: Young, single/married.

PSYCHOGRAPHICS:

Lifestyle: Easy going, chilled out person whos always willing to take

a break and party with his pals, as long as the sun is shining and the beer

is flowing.

BEHAVORIAL:

Occasions: Regular user

User status: Repeat user

Loyalty status: Near absolute

Readiness Stage: Informed

Attitude toward product: Enthusiastic, positive


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POSITIONING

Kingfisher stands for youth, excitement and fun. It is also perceived as a health drink, particularly by sports

enthusiasts.

Kingfisher associates itself with Indian cuisine (curry, kebabs).

PROMOTIONAL STRATEGIES

Since advertising of liquor is banned in India, Kingfisher usessurrogate advertising methods like using mineral water and sodas.

Each year Kingfisher brings out new calendars featuring topmodels in swimwear.

Kingfisher's association with sports started with the Sailing Rallyfrom Bombay to Goa, moving on to the sponsorship of West Indies

Cricket team in 1996 and the Benetton Formula 1 team in 1996.

The brand's association with cricket continued with thesponsorship of Indian cricketing icons like Saurav Ganguly and

Ajay Jadeja in the late 90s.

Kingfisher also sponsors the East Bengal Football Club (AsianChampions 2003) and promotes Baichung Bhutia, one of the most

popular footballers in the country.


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Kingfisher also hosts Corporate 5s' an annual five a side footballevent for corporates at the national level.

360 degree approach of advertising Basic media Surrogate Advertising- KINGFISHER MINERAL WATER PR- INOX multiplexes in Mumbai publicized

How did kingfisher manage to successfully straddle the mild and

the strong beer category of the country?

By being consistent in its brand promise of being the 'King of Good

Times'. Translated, this means that the brand acts as a catalyst in

making any moment truly exceptional and memorable. True to its

positioning, and the fun platform that it has consistently occupied, the

brand's marketing initiatives have always been through sponsorships and

associations with sports, fashion and fun events, transforming it into atrue lifestyle brand.

KINGFISHER BEER MARKET SHARE

Other UB Brands

21%

UB Kingfisher

Brand 29%

SAB Miller 36%

COBRA 9% Others 5%


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ADVERTISEMENT OF KINGFISHER BEER

KINGFISHER follows surrogate advertising. This is one of theway of advertising of kingfisher. Kingfisher has connected itselfwith IPL teams and it says that divided by team and connected by

Kingfisher. Thus, kingfisher is using IPL teams to advertise itself.

WHY SURROGATE ADVERTISING?In India advertising alcohol is banned so Kingfisher follows

surrogate advertising. Kingfisher just advertises its mineral water

and soda and whenever they are advertise kingfisher as a beer alsocomes in the mind of the people. This is the way of surrogate

advertising. This kind of advertising is used by mostly every

alcohol brands of India.


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ADVERTISING AGENCY

MEDIA MEMBERS:

Email: [email protected] Breweries Limited

UB City, 24 Vittal Mallya Road,

Bangalore

IMC TOOLS

ADVERTISEMENT:

In the earlier days of Kingfisher advertisements, the OLA LALLALA song was a major hit and it attracted millions of youth to dance

in its tune. The add was backed up by Sportstars like, Ajay Jadega,

Sourav Ganguly. It created a huge interest in the minds of new

consumers.

The flagship brand Kingfisher Premium Lager Beer has, over theyears, been associated with several lifestyle platforms. The efforts

were further strengthened through our association with India
mailto:[email protected]:[email protected]:[email protected]


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Fashion Week and Kingfisher Fashion Awards during the year

under review. Kingfisher has also initiated its foray into sports

merchandise with the launch of Reebok Kingfisher East Bengal

Jersey.

Launched in all markets, the new look Kingfisher with the flyingbird symbolizes the soaring presence of your Companys product

meeting the changing aspirations and needs of an emerging young

consumer class. Kingfisher was truly the King of Good times at the

Mumbai Marathon which is becoming a major sporting event in

India. Kingfisher was the official water partner at the 42 Kilo Metre

Marathon which drew 26000 participants from various parts of the

world.

Kingfisher Swim Suit Calendar, a showcase for the Indian fashionindustry today, is a rare combination of photography, fashion, sun,

surf and sandsymbolizing life, fun and beauty. The third edition

of Calendar bagged the prestigious FAB Award at the 7th

International Food & Beverages Creative Excellence Awards 2005

held in London.

CONCLUSION

India is a growing economy and its market is opening up. The per

capita income of the people of the country is rising daily and so is the

beer consumption rate. The stigma associated with the consumption ofalcoholic drinks has also gone down; as a result the beer companies are

trying to get more associated with everyones life.


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Kingfisher Beer (VIPIN ARORA)

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