Introduction

It all started with 5 breweries in South India, the oldest of which, Castle Breweries, dated back to 1857. In 1915, these 5 small breweries decided to join forces to become United Breweries. And, soon afterwards, the people of South India were astonished by the sight of bullock carts carrying huge barrels or hogsheads containing beer. These carts trundled their way to customers, including British troops, living in and around Chennai, Bangaluru and the Nilgiris. Soon, the brew from United Breweries became a favourite, especially among the British troops, for it was as good if not better than any beer they had ever tasted. United Breweries in India So began the history of United Breweries in India. In 1944, United Breweries were the first to launch beer in bottles under the brand name UB Export. Then, in the 80s, we became the first to launch canned beer and draught beer. The company was bought over by late Mr. Vittal Mallya in 1947, and since then has never looked back. Today each one of the 32,000 Beer outlets in India sells one brand or the other from United Breweries. Quality and hygiene have always been the key elements of the United Breweries' manufacturing philosophy. To this end, the Central Scientific Laboratory (CSL), headquartered at Bangalore sets standards for all its breweries. Quality Management Systems laid out along the lines of ISO 9000 are strictly adhered to, controlling quality at every stage of production, from raw materials to the end product. By these standards, United Breweries' beers don't just equal, but even surpass, several Dutch and American beers. Today, United Breweries has a portfolio of several brands spread across all segments of the market. And beers from United Breweries command an incredible 51% of the Indian beer market. Kingfisher Strong is the largest selling beer in India and one of every three bottles of beer sold in India is a Kingfisher. As a result of the tremendous efforts in enhancing consumer experience, United Breweries growth has outpaced that of the beer industry in India. It is currently available in 60 countries outside India. Kingfisher beer comes in the following varieties
1. Kingfisher Premium: Ever since its inception, this premium brew has enjoyed

numero-uno status amongst Indian beers and has also been able to evolve into one of the most contemporary and aspirational youth icons of today. It is available in 4 SKUs650 ml bottle 330 ml pint 500 ml can & 330 ml can

1. Kingfisher Strong: Launched in the year 1999 to cater to the increasing demand for

strong beer across the country, Kingfisher Strongs unmatched full bodied strength

has millions of fans who have made it the single largest beer in India.Consumers have been quick to understand that if some Extra Dum gets added to the smooth, fresh, crisp taste of Kingfisher, the result is an unbeatable, unique brew that delights beer lovers all across. . It is available in 4 SKUs650ml & 330ml pint 500ml&330mlcans.

1. Kingfisher Strong Fresh: Kingfisher Strong Fresh is the first ever strong draught

beer available in the Indian market. It gives you the crisp taste of freshly brewed beer conveniently packed in a 500ml can. Yet another innovation from The King of Good Times!

2. Kingfisher Draught: The crisp taste of the freshest beer around is enjoyed by

millions of Draught beer lovers across the country. Be it off the tap or in the cool & trendy 500 ml can, one cannot miss the whiff of freshness that each sip of this drink provides. One of the most popular drinks at pubs where pitchers/ mugs are available off the tap, Kingfisher Draught has defined the concept of fresh beer in India.

3. Kingfisher Ultra: It was launched in Mumbai on 18 September 2009. It is an entry in

the premium beer segment in the country to compete with international players like Carlsberg, Heineken and Budweiser. Kingfisher ULTRA is available in Thane, Pune and Bangalore and will be extended to other cities of the country soon. Currently, Kingfisher ULTRA is available in two SKUs: 650ml and 330ml bottles. Be it the uniquely premium touch & feel of the bottle or the activities or the brew itself, Kingfisher Ultra is regarded by many to be a touch above the rest when it comes to Indian beers. Launched in September 2009, the Emperor of Good Times, as it is known, has gone from strength to strength to have a niche yet heavy following amongst the discerning mild beer drinkers who will settle for nothing less than the most premium taste available.

4. Kingfisher Blue: The brands core target group is the young male population.

Kingfisher Blue tries to occupy an imagery of adventure sports. It contains under 6% alcohol. Kingfisher Blue is packaged in metalized blue color labels and cans. It is available in 4 SKUs650ml & 330ml bottles
500ml & 330 ml cans.

1.

Kingfisher Red: It is marketed as Indias 1st ALL SEASON beer. Its zingy, its young & its got a kick that appeals to those seeking thrill! It appeals to those who are young at heart & seek thrill for whatever they do in life. The packaging, the activities and the look and feel of the brand resonate this feel. Activities such as Blue Challenge, Gaming, Adventure sports, etc. go on to establish connect with those who seek nirvana through an adrenaline high!

2. Kingfisher Bohemia: Unlike the above, Kingfisher Bohemia is a brand of wine. It is

the result of a partnership between Kingfisher and The Company of Wine People (COWP), a key player in the South African wine industry, both locally and abroad. The wine is produced in Cape Floral Kingdom, South Africa. Kingfisher Bohemia is available in three varieties red, white and ros. It is packaged in 750ml bottles and a case of wine contains 12 bottles. Kingfisher Bohemia is available in Mumbai, Pune, Delhi, Bangalore, Goa, Chennai, Hyderabad, Pondicherry, Kerala and Kolkata. Kingfisher Bohemia can be enjoyed in three varieties: Pinotage Red, Chenin BlancChardonnay White and, Pinotage Ros.

Kingfisher: STP
SEGMENTATION
Segmentation is the process of grouping people or organizations within a market according to similar needs, characteristics or behaviours. Kingfisher segmented the market on these basis: Geographical Segmentation- It is available throughout India and is dominant in particularly in South and West India. Demographic Segmentation-On age basis YOUTH: 16 to 25 years (kingfisher mild) ADULTS: 25years and above (kingfisher strong). Region -India urban population, Occupation - White collar / service professional, Religion Insignificant, Social class Middle and upwards,

Family life cycle -Young / single married

Segmentation based on Situation-Birthdays, Anniversary, New year parties etc. Psychographic Segmentation Lifestyle : Easy going, chilled out people who are always willing to take a break and party with his pals as long as the sun is shining and the beer is flowing.

TARGETING
After a marketer has segmented a market it selects/targets the segment which offers it a maximum potential Kingfisher has 2 different products for different market segments:

POSITIONING & REPOSITIONING

Kingfisher since its origin proved to be a marketing savvy brand. Even though it was the largest selling beer brand, but when Fosters entered the Indian market, Kingfisher sniffed possible competition and invested heavily in brand visibility and positioning. During 2003-2004 Kingfisher again repositioned itself by changing the logo.

Instead of the sitting kingfisher bird, the picture of a flying kingfisher was used during the creation of new logo because the company wanted to promote itself as an aspirational brand which always wants to go high. This change was made mainly to maintain the distinctive positioning and to create a strong emotional bond with the aspiring Indian youth. This repositioning was so successful that even today Kingfisher uses this logo. After the entry of international brand Fosters, Kingfisher repositioned itself into a lifestyle brand adopting jingles like Oola la le lo and tagline King of Good times. Kingfisher positioned itself as a brand for successful& professional individuals who are always ready to take a break, party or just chill out. This positioning was promoted using Indian cricketers Ajay Jadeja and Sourav Ganguly, West Indies cricket team and various other means. The notable thing of this repositioning process is that during this process Kingfisher kept the original message of the brand entact while adopting strategies( including advertising, logo designing, etc). The strategies paid off well and as a result Kingfisher maintained a leadership position and added more dimensions into the brand making it stronger than before.

4 Ps of Marketing
Product:No. 1 selling product in its segment. Good quality raw material is used to maintain the quality standards. 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.

Kingfisher has two different products for different market segments.

Place:
It is available throughout India, and is dominant particularly 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 a presence in 60 countries. Kingfisher also has an online marketing system. Any consumer can go to www.Kingfishernetshop.com and get their beer- a mini mum of six bottles home delivered. This move has been a big draw with info tech professionals and district women drinkers. It also has some sixteen hundred shops apart from pubs and bars. Better retailing outlets are also to be opened under the Kingfisher Brand. Kingfisher also has tie-ups with large department stores like Foodworld for retailing its Beers. Kingfisher also has association with number of Very Classy, Up-market & Stylish bars & lounges which goes hand in hand with its brand image.

Price:
In both mild and strong beer segment Kingfisher uses competitive pricing strategy.

29

KINGFISHER PREM. BEER KINGFISHER BEER KINGFISHER BEER KINGFISHER LAGER BEER KINGFISHER LAGER BEER

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60

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Promotion:
Kingfisher tagline King of good times is one of the most popular and most successful tagline in India. Since advertising of liquor is banned in India, Kingfisher uses surrogate advertising methods like using mineral water and sodas. Aggressive advertising at Outlets & Pubs. 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). Kingfisher also deals in sports merchandising starting with an ad featuring Sourav Ganguly and Ajay Jadeja in 1997.

With the launch of Kingfisher airlines combined promotion is possible which helps the brand promotion a lot. Kingfisher also ventured into other businesses with same brand name making the brand more visible and publicity easier. Kingfisher recently tied up with NDTV for their new lifestyle channel NDTV Good Times for five years And finally the Sultan himself, Dr. Vijay Mallya, the Big Daddy of all brands, the flamboyant Czar of the liquor industry who is the youth icon of a million hearts. His sole presence outweighs all other competitors taken together

The brand has a 360 degree approach to promotions tapping all possible ways to communicate with its target audience. The brand sponsors lifestyle events and the Kingfisher Calendar has attained a cult status within few years of its launch. During 2003-04 the brand logo got a makeover and the Kingfisher started flying rather than sitting. The new logo signals the brand's vision to get to new heights. The new logo designed by Claessens was backed with lot of noise in the media.

THREAT OF NEW ENTRANTS

Threat of new entrants is towards lower side Economies of scale in manufacturing, distributing, and marketing create high barriers to the national and global markets. The capital needed to build beer manufacturing facilities and the costs associated with operating business on a national scale are extensive. The costs associated with this highly controversial industry seek high levels of sales, thus making the industry more and more prohibitive for newcomers. Government regulations are largest factor in this force. Another barrier that new entrants will face is of differentiation .For example : certain brands cannot be copied.

BARGAINING POWER OF BUYERS

Bargaining power of buyers is high The quantity of alcoholic beverages that a nation consumes tends to be unaffected through recession and prosperity while the quality of the products purchased is directly related to the disposable income. A decline in disposable income shifts consumer preferences away from premiumpriced brand-name products in favour of lower-priced brands i.e switching cost is low.

THREAT OF SUBSTITUTES
India is predominantly a spirits market and beer is a minority preference for those who consume beverage alcohol. So substitute is biggest threat as preference for beer among beverage drinker is less but the low penetration in beer consumption in comparison to international levels offers the expectation of substantial and sustainable growth in demand for beer in years to come, particularly given the youthful age of Indias population.

BARGAINING POWER OF SUPPLIERS

Supplier power is low Products used to brew beer are inexpensive and suppliers are numerous.

INTENSITY OF RIVALRY AMONG COMPETITORS

Rise in legal and regulatory burdens, leads many manufacturers to merge in order to lower competition. Acting as oligopolies, they ensure high profit margins, cash flows and investment returns. Though the competition is tough, The Kingfisher brand is one of the largest supplier of beer and the third largest producer of distilled spirits.

SWOT ANALYSIS

Beer Market Competition in India

Thriving on competition, Indias largest beer company, United Breweries (UBL), has not only withstood the challenge of several iconic international beers entering the country in the past five years, it has also upped its market share and widened the gap between its nearest rival, SABMiller India. Whats more, the Bangalore-based brewer now has gained the extra edge by entering the super-premium beer category with Heineken this July. According to company claims, UBL currently has over 50% share of India's beer market, estimated at over 200 million cases, while SABMiller India has around 30%. Estimates by Euromonitor International, the London-based market research company, peg UBL' market share lower. It say the market share by volume of UBL, whose brands include Kingfisher, UB Export and Kalyani Black Label, grew to 45.4% in 2010 from 43% in 2006, while SABMiller's share, marketing Haywards, Fosters, Royal Challenge and Knock Out, declined to 31.8% from 36.5% in the same period. UBL's top brand Kingfisher alone had around 40% market share in 2010. Their (UBLs) market share is expanding every quarter and one reason is that the main competition, SABMiller, is having issues, adding that the market is a one-horse race now. Heineken launch is set to complete the companys beer portfolio in all price segments. Also, Heineken is expected to give global giants Anheuser-Busch InBev and Carlsberg operating in a relatively premium market now, but one that is expected to grow rapidly because of rising incomes and brand consciousness a run for their money. The edge for Heineken would be UBLs country-wide manufacturing and distribution network in what has traditionally been a difficult market for newcomers, as beer is taxed on a par with spirits, which makes it expensive, besides varying regulations from state to state and a restriction on advertising. The point is we understand this market, says Shekhar Ramamurthy, UBL deputy president, adding, We see Heineken as being even more premium than Carlsberg and Kingfisher Ultra in terms of prices for the consumer. We are confident it will create a very positive impact. This consolidation of strength seems like a good strategy, especially if one considers that the London-headquartered SABMiller has been challenging UBLs Kingfisher brand over the past decade in the over 5% alcohol content segment by acquiring strong local brands such as Haywards and Knockout, besides the mild beer Royal Challenge from Shaw Wallace. For the record, Indias beer consumption is still minuscule by global standards per capita

consumption is about 1 litre compared to the global average of over 24 litres. More than three-fourths of Indias beer sales are of the strong variety with over 5% alcohol content, with only upmarket towns and cities preferring light beers. SABMiller, meanwhile, is re-aligning its strategy to soften the blow in Andhra Pradesh, where it is challenging the government-run beverages corporations new procurement policy, by focusing on more profitable segments and markets where pricing is not government controlled. SABMiller dominated the Andhra market, but the states beverage corporation now places orders based on national market share against share in the state previously. At the end of the day, we are there to make profit, not volumes, says Sundeep Kumar, director (corporate affairs and communications), SABMiller, adding that the company has been adopting that strategy since it entered India in 2000. We discontinued eight brands for the same reasons because they were not profitable. Our volumes came down, but our profitability went up, he says, adding that the companys share is growing in more profitable states such as Maharashtra and Karnataka. However, newer entrants such as the iconic Budweiser beer, which sold about 1.7 million cases in 2010, are also upbeat about making inroads into smaller towns in India. Currently I think everybody who has a global footprint knows India is the market of the future, no doubt about that,says an official of InBev India International, not wishing to be named. The company, a JV between Anheuser-Busch InBev and the RK Jaipuria Group, handles the marketing of Budweiser, which is currently being brewed at a Hyderabad plant. But for now, UBL is going strong.

Present Competitors Of Kingfisher Beer

Presently distributing brands of beer in India: 1. SAB MILLER: Foster, Haywards, Knock Out 2. AnheuserBusch: Budweiser 3. South Asian Breweries - Carlsberg

Closest Competitor: FOSTER BEER History: Fosters was established by two brothers WM and RR Foster in the year 1986. SAB Miller is the parent company which runs Fosters group , a premium gobal multi beverage company delivering a total portfolio of beer , wine , spirits and cider non-alcoholic beverages. In the 70s Fosters started exporting to USA and UK and entered the Indian market in 1988. Fosters is considred a consumer driven brand.

Market Position:

Fosters belong to the SAB Miller stable which is the second largest beer company in India, in terms of market share. Till now it is the only international beer brand which successfully captured a significant share in the Indian market.

Target markets: The main target markets of Fosters in India is youth. But targeting strategy of Fosters can be presented as

Fosters is promoted as a light beer for the sophisticated consumers who drink beer just for experience and not for getting drunk. For regular user and other consumers SAB Miller promotes Haywards 5000, a strong beer.

Product:
Premium Lager beer Fresh taste Among the two sizes ( 330 ml an 650 ml) pint size (330 ml) is more aggressively promoted

The product is a light beer highly carbonated with low bitterness and no aftertaste. It has fewer calories and lower alcohol content.

Price: Fosters unlike Kingfisher follows a premium pricing strategy for its products. The prices of widely available Fosters products are BEER PINTS (330 ml) Rs 35 BEER BOTTLES ( 650 ml) Rs 65 BEER CAN (500 ml) Rs 65

Place: SAB Miller has 10 breweries in nine states and contract manufacturers in two other states Fosters has 24 distributors serving over 5,000 outlets , including over 2,300 outlets in Mumbai

Promotion: Australianness is the essence of Fosters brand image is promoted in every market in the world. All Fosters lager theme advertising is consistent with an Australian positioning. The overseas advertising of the product often focuses upon the Australian connotations of the beer , e.g. with reference to stereotypical Australian imagery such as kangaroos, exaggerated accents, and hats with corks on strings. Since direct promotion is banned in India , Fosters use surrogate advertising methods using mineral water of the same brand name. Fosters promoted its brand by sponsoring various sports like cricket to enter the Indian market. Afterwards it withdrew from cricket and started promoting sports like football, rugby, motorsport etc.

Brand Extension
Kingfisher is one of the most recognised brand in India so it will not have much problem in extending the brand. Its brand presence has increased after diversification into airlines business Line extension Ultra premium beer With the increasing income level on the Indians and penetration of international brands like Carlsberg, Budweiser, etc, Kingfisher should introduce a high-priced premium beer that would compete with these brands effectively. In this way the company would be able to expand its customer base.

Category Extension Energy Drinks People are becoming health conscious off lately and Kingfisher being a well established brand with a strong distribution network can try getting into energy drinks. Film production and distribution Kingfisher being a lifestyle brand has always maintained a strong relationship with the film fraternity (Adlabs Kingfisher) . So it will be natural for the brand to start a movie and television production house. Also it will enhance the brand visibility. Apparels and accessories retailing As of now, the presence of Kingfisher in apparels and accessories space is limited. Further indulgence in this line would strengthen the brand.

BRAND IMAGING

Vijay Mallya, who owns United Breweries - the Kingfisher brand - is one of the most flamboyant CEOs in Asia. He believes in leading his brand from the front by leveraging his personality. A great part of the personality of the Kingfisher brand is based on Mallya's personality. He is credited with having single handedly changed the image of his beer brand from a commodity to a lifestyle brand. The Kingfisher brand commands a 29% share of the beer market in India and is sold in over 52 countries. User Reviews Goes very well with hot, spicy and filling foods, light, relatively low alcoholic content Light and can he had at any time of the day Good value on special deals A crisp, refreshing pale lager.

Survey
Analysis
1. Preference of the brand

The analyses shows that almost 50% of the people surveyed prefer Kingfisher beer over other brands

2. Quality of the Product

There is no doubt in the consumers mind about the quality of the product. As we can see around 90% of the people believe that the quality of Kingfisher Beer is upto mark.

3. Packaging

4. Advertising Campaign

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 alcohol drinks has also gone down; as a result the beer companies are trying to get more associated with everyones life. As far as Kingfisher is concerned, it has from its initiation displayed itself as a marketing savvy company and it should continue to lay focus on its marketing with innovative ideas and catchy taglines to further penetrate the market. Apart from this, Kingfisher should also consider line and brand extension which we already mentioned in our project.