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    United BreweriesHoldings LTD

    United SpiritsLTD

    MCF LTD Kingfisher UB Engineering

    Introduction to UB GROUP

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    HISTORY OF UB GROUP

    It all began with 5 breweries in South India.

    United Breweries, as these breweries were named in 1915has come a very long way.

    The company was bought by late Mr. Vittal Mallya in1947

    Is a conglomerate of different companies with a majorfocus on the brewery (beer) and alcoholic beveragesindustry

    Today each one of the 32,000 Beer outlets in India sellsone brand or the other from United Breweries.

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    KINGFISHER BRAND Kingfisher stands for excitement, youth and

    camaraderie.

    Kingfisher, the bird is known for its keen instinct,

    and perfect aim.

    It zeros on its target with unfaltering focus.

    All its colors represents energy, youthfulness,enthusiasm, freedom with a touch of formalityand discipline.

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    Beer Airlines Fashion Collection

    Sports Calendar King Club 5star

    Hotels

    BRANDS

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    BRAND REPOSITIONING

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    ANSOFF MATRIX

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    KINGFISHER BEER

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    CompetitorsRivalry

    Moderate toHigh

    Threat of substitutes

    Low

    Bargaining power ofbuyers

    Moderate to High

    Bargaining power ofsuppliers

    Low

    Threat of newentrants

    Low to Moderate

    PORTER`S MODEL FOR BEER INDUSTRY

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    ABOUT KINGFISHER BEER

    UB (United Breweries Ltd.) is the market leader inthe Indian beer market with a 40% market share

    Its flagship Kingfisher brand alone commands 25%market share.

    The company has however been focussing on strongbeer, which has driven growth

    The market is now skewed towards strong beer withmore than 60% of the market being strong beermarket.

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    PRODUCT LINE

    Kingfisher Premium beer

    Kingfisher Strong beer

    Kingfisher Draught beer

    Kingfisher Blue beer Kingfisher ultra mild

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    Sab Miller

    Royal Challenger

    Haywards

    Fosters

    KINGFISHER BEER - COMPETITORS

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    Strength

    Strongest WorldwideDistribution Network

    Oldest and Largest Player inIndia

    Worldwide known brand

    Huge finance backing fromUB group

    Weakness

    Too much diversified

    Opportunity

    Brand extension benefits

    Changing lifestyles ofmiddleclass

    Increase in disposable income

    Beer consumption isincreasing

    Threat

    High Taxes & Regulations

    Restriction on Advertising

    International playersentering India

    SWOT ANALYSIS

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    Kingfisher ( Mild) Kingfisher ( Strong)

    Youth drinkingfor fun

    Urban womenwho drink light

    First timedrinkers whodrink forexperience

    Those who wantsomething

    stronger to thelight beer.

    Regular drinkerswho preferstronger flavour

    TARGET MARKET

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    No. 1 selling product in its segment.

    Good product quality.PRODUCT

    Kingfisher has an online marketing system

    Available throughout India

    Kingfisher has its tie-ups with large retailers

    Kingfisher has also its associations with the lounges which goeshand in hand with its brand image

    PLACE

    Its both mild and strong beer segment uses

    competitive pricing strategy

    PRICE

    Its tagline King of good times is one of the most popular &successful taglines

    Kingfisher uses surrogate advertising since the advertisement isbanned

    It rolls out calendars & sponsors sports events for promoting the

    brand

    PROMOTION

    4 PS OF KINGFISHER BEER