Kingfisher: BY-Ashutosh Sahoo PTU. S10 IIBS, Bangalore

KINGFISHER
BY- Ashutosh Sahoo

PTU. S10
IIBS, Bangalore
CONTENTS
 objective
 History
 Different products
 Misson & Vision
 Market Size
 Classification of Beer
 Market Captures
 Kingfisher’s 4p’s
 Target
 Repositioning
 Future growth Plans
 Methodology
 Findings
 Conclusion
 Recommendation
OBJECTIVES
• To study the market position &
market share of kingfisher beer.
HISTORY
 The UB Group was founded by a Scotsman, Thomas
Leishman in 1857.
 Vittal Mallya was elected as the company's first Indian
director in 1947.
 After Vittal Mallya's death in 1983, his son Vijay
Mallya took up the responsibility of the group.
1948 - Mr. Vittal Mallya became the first Chairman.
1950 - Registered office moved to Bangalore.
1981 - Canned Beer was introduced.
PRODUCTS
MISSON & VISION
• Focused on assuming leadership in all their
target markets.
• They seek to be the most preferred employer

wherever they operate.
• They recognize that their organization is built

around people who are their most valuable
asset.
• To be a major contributor to their National
Economy
MARKET SIZE FOR BEER IN
INDIA
 Indians drink little more than 1 litre per capita
annually.
 Relatively very less when compared to a
global average of 22 litres.
 And even lesser when compared to the highest
per capita consumer of 156.9 litres per
annum by Czech Republic.
CLASSIFICATION
 Lager: It is stored for a specified period before being bottled
or canned.
 Malt: A strong flavored, high alcohol content beer that

ranges in flavor and colors.
 Ale: Top fermented, this kind of beer has distinct hop

aroma.The alcohol content is around 4 - 5%.
 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%.
MARKET CAPTURES
Market share of Kingfisher > 36%
Market share of Fosters – 6%
Market share of Mohan Meakins – 5%

KINGFISHER’S 4P’S
PRODUCT
 No. 1 selling product in its segment.
 Consistency of product quality is high.
 Always tastes fresh due to good quality and well developed

distribution network.
 Hangover due to heavy consumption is very mild.

PLACE
 It is available throughout India, and dominant in South and West

India.
 UB has 16 company-owned breweries apart from nine contract

breweries in 20 different locations across the country.
 Kingfisher also has an online marketing system. Any consumer can

go to “www.Kingfishernetshop.com” and get their beer- a minimum of
six bottles home delivered.
 It also has some 1600 shops apart from pubs and bars.
PRICE
Mild - Rs. 70 Strong - Rs. 72
Bottles
Mild - Rs. 38 Strong - Rs. 40
Canned
PROMOTION
 Kingfisher tagline ‘King of good times’ is one of the
most popular and successful tagline in India.
 Recently it also started merchandizing sports goods

and trendy clothing and accessories under Kingfisher
brand name.
 Each year Kingfisher brings out new calendars

featuring top models in swimwear.
 Kingfisher also promotes itself by sponsoring events

like fashion shows, sportspersons like Narain
Karthikeyan, East Bengal soccer team. UB promoter
also acquired a Formula - One team (Force
India).
TARGET
Kingfisher Mild Kingfisher Strong
(Alcohol<4%) (Alcohol>4%)
Youth who drink for fun. Those who want to shift from
light beer to strong beer.
First time drinkers who drink Regular drinkers who prefers

for experience. strong flavoured.
Urban women who prefer to

drink light.
RE-POSITIONING
Previous logo Current logo
Reason for changing the previous logo was to

create the strong emotional bond of the brand
which always wants to go high. It was in the
year 2003-04.
FUTURE GROWTH PLANS
 Line extension:
- Ultra premium beer
 Category extension:
- Energy drinks
- Film production and Distribution
- Apparels and Accessories retailing
METHODOLOGY
• PRIMARY DATA: Nil
• SECONDARY DATA: I prefered only the

website of Kingfisher to collect my required
datas,
FINDINGS
• Promotional Strategy: Company spent
21.38% of net sales on Advertisement and
Brand promotion during the year compared to
19.44% of the previous year.
• Ingredients: Barley Malt , Cane Sugar ,

Crystal clear water,Aromatic flowers
( Hops ),
Alcohol, Yeast.
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 of alcoholic drinks has also gone
down; as a result the beer companies are trying to
get more associated with everyone’s life.

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KINGFISHER

BY- Ashutosh Sahoo

• They seek to be the most preferred employer

• They recognize that their organization is built

 Malt: A strong flavored, high alcohol content beer that

 Ale: Top fermented, this kind of beer has distinct hop

 Stout: Dark with burnt flavor and strong malt aroma; it is

Market share of Kingfisher > 36%

Market share of Fosters – 6%

Market share of Mohan Meakins – 5%

 Consistency of product quality is high.

 Always tastes fresh due to good quality and well developed

 Hangover due to heavy consumption is very mild.

 It is available throughout India, and dominant in South and West

 UB has 16 company-owned breweries apart from nine contract

 Kingfisher also has an online marketing system. Any consumer can

Mild - Rs. 70 Strong - Rs. 72

Mild - Rs. 38 Strong - Rs. 40

 Recently it also started merchandizing sports goods

 Each year Kingfisher brings out new calendars

 Kingfisher also promotes itself by sponsoring events

First time drinkers who drink Regular drinkers who prefers

Urban women who prefer to

Previous logo Current logo

Reason for changing the previous logo was to

• SECONDARY DATA: I prefered only the

• Ingredients: Barley Malt , Cane Sugar ,

India is a growing economy and its market is

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