KINGFISHER .Presentation2
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Transcript of KINGFISHER .Presentation2
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Competitive analysis of various Brands,
in Packed Dr inking Water segment in
Pune Market
Presented BY:
Brijesh Gupta
PGDMM-003
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IMPORTANCE
IMPORTANCE OF MARKETING RESEARCH:Marketing research have its importance not only for consumer market;
it also effective to the producer of goods and services. The use of
marketing research in consumer market may be explained on the basis
of following services by it:-It ascertains the position of a company in specified Industry.It indicates the present future trends of industry and points out how
the companys affairs are to be turned up.It helps in development and introduction of new product.
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OBJECTIVES
The objectives of the study are as given below:
To determine the factors, which persuade the retailer for sale of PackedDrinking water?
To find out the companys position in the Packed Drinkingwater
Market. To find out the promotional activities of Kingfisher Packed Drinking
Water.
To find out the promotional activities of competitors.
To understand distribution channel system followed in Packed Drinking
Water.
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The market survey was focused on a study of retail outlets,Hotels and cooperate offices and positioning of Kingfisherin local beverage market of Pune city.
The data was collected from this distributor as given below:-
Royal Distr ibuter,Ghole Road (FC),Pune.
The survey also covers a wide range of activities and
factors, which influence the retailer and other enterprises tosale the Kingfisher Water product.
The sample size of study was limited to 120respondents,keeping in mind the time and other limitations.
SCOPE
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KINGFISHER LIMITED
The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group
took its initial lessons in manufacturing beer from South Indian based Britishbreweries. At the age of 29, Vittal Mallya was elected as the company's first Indian
director in 1947.
United Breweries made its initial impact by manufacturing bulk beer for the British
troops,
Which was transported in huge barrels or Hogsheads? Kingfisher, the Group'smost visible and Profitable brand, made a modest entry in the sixties. During the
1950's and 60's, the company
Expanded greatly by acquiring other braveries. First was the addition of McDowell
as one of the Group subsidiaries, a move which helped United Breweries to extend its
portfolio to wines and Spirits business.Strategically, the Group moved into agro-based industries and medicines when
Dr.Vijay Mallya acquired Kissan Products and formed a long-term relationship with
Hoechst AG of Germany to create the Indian pharmaceutical company now known
as Aventis Pharma, the Indian subsidiary of the global Pharma major Sanofi-Aventis
REVIEW OF LITERATURE
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UNITED BREVERIES GROUP (UB GROUP)
United Breveries Group, is based in Bangalore, is the world's 2nd
largest brewer and the largest in India. The company markets most of its
beer under the Kingfisher brand and has also launched Kingfisher
Airlines, a domestic airline service in India. The group is headed by Dr.
Vijay Mallya who is also a member of the Indian Parliament. United
Breweries now has a near-monopoly over the Indian brewing market,
thanks to its recent takeover of the rival Shaw-Wallace company. The
group owns the Mendocino Brewing Company in the United States.
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ICEBERG FOODS LIMITED
Iceberg Foods Ltd. is a seven years old company in this industry and we are one of the
leading company having all India rights for manufacturing & marketing packaged Drinking
water with abrand name Kingfisher trademark owned by famous UBgroup& RC Cola trademark
owned by Royal Crown Cola which third largest selling soft drink brand in the world with
a Presence in almost all the countries of the world
Our clients are spread all over the country. We are one of those few brands that have got ISI
Certification in Pune and we are committed to supply pure and hygienic water. Ours
packaged drinking water is manufactured under perfect hygienic conditions as per ISI
Standardsand we have been consistent in supplying Quality product to all our customers.
We have one of the best distribution infrastructures in the business to provide timely
services to all our vendors. We have around 110 distributors all over the Pune who are
further supplying our stocks to thousands of retailers than to our end user
Our product comes in a wide range of packages like 200ml, 250ml, 500 ml, 1ltr, 2 ltr, 5 ltrs,
20Ltrs .
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Major Competitors of Kingfisher Beverages
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ANALYSIS & INTERPRETATION
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0
10
20
30
Kingfisher
Bisleri
Aquafina
Oxsyrich
Belly
Himalaya
Other
1 2 3 4 5 6 7
15
3025
20
5 4 1 Series1
INTERPRETATION:5% of Dealer keeping Kingfisher Water, 30%Bisleri, 25%Aquafina, 20%Oxsyrich, 10%
Belly, 5% Himalaya and 5% other local Brands.
Which of the following brands you off er at your outlet?QUESTIONNAIRE(DEALER)
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According to you which is the most preferred brand by the customers in Packed
Drinking Water?
Percentage
1 Kingfisher
2 Bisleri
3 Aquafina
4 Oxsyrich
5 Belly
6 Himalaya
7 Other
INTERPRETATION:As per survey 30% of customers prefer Bisleri, 25% Aquafina, 15% Kingfisher, 20%
Oxyrich, 5% Belly, 5% Himalaya nd 0% other local Brand.
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Which of the following brand comes to your mind in case of the Packed Drinking Water?
QUESTIONNAIRE( CUSTOMERs)
15
30
25
20
05
5
Brand Preference by customers
1 Kingfisher
2 Bisleri
3 Aquafina
4 Oxyrich
5 Belly
6 Himalaya
7 Other
INTERPRETATION:15% says Kingfisher, 30% Bislleri, 25% Aquafina, 20% Oxyrich, 5% Belly, 5% Himalaya
and 0% other local brands.
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Whichattribute you look for buying Packed Drinking Water?
Series1
0
10
20
30
40
50
PackagingQuality
Price
Brand
12
3
4
9
30
16
45
Series1
INTERPRETATION:9% says packaging, 30% says Quality, 16% Price and 45% Brand.
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FINDING
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FINDING
Most of Packed Drinking Water consumer is usingbislery because it is most branded and trustworthy.
Oxyrich holds first position and Aquafina on second
and Kingfisher is on third position in pune city.
Kingfisher has good supply chain and availability of
staff and team.
The market share of kingfisher Mineral Water is very
less but growing.
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Feedback by people:-
Kingfisher is more neither in beer segment nor in water
segment.
Retailer says that customer does not demand for
Packed Drinking Water.
Packaging is not at all attractive as compare to its
competitor.
The bottle is breakdown very easily.
Service is not available at the right time.
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Through dil igence, awareness, evaluation and planning, safety
and quali ty of bottled water can be ensured.
Str ict regulations and per iodic checking of the var ious products
enter ing the market can detect any spur ious brands in circulation.
Co-operation between governmental agencies and pr ivate
industry and researchers will better protect the nations water and
food supply, so that it can hold the first rank in pune market.
No. of route (2 times in a day) vehicles for delivery of goods
should be increased in number for proper cater ing in the enti re
area.
.
SUGGESTIONS
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IMPACT IN THE PRESENT CONTEXT
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Kingfisher is more neither in beer segment nor in water
segment.
Retailer says that customer does not demand for Packed
Drinking Water.
Packaging is not at all attractive as compare to itscompetitor.
The bottle is breakdown very easily.
Service is not available at the right time
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THANK
YOU!!!!!