Lets Say

Cheers to
Presented By:

035 Praveen
Kumar
078 Gagan
Kasliwal
084 Sneha
Keshan
Group - 08
As A
Beer

Airlines

Fashion
Collection

Sports

Swimsuit
HECTOLITRES (IN MILLIONS)
Brand Growth (Beer)
 Special Thanks to:

Kalyan
Ganguly
- (President & MD, UB
Group)
Mr. Ashok S. Dr. A. K.
Katta Dasbiswas
- (HR Head, UB - - (Professor & Dean, ITM
Business School)
Group)
UNIT: Bombay Breweries, Plot No.-M-1, MIDC Taloja, Dist. Raigad,
 Brief History
• 1857 - Mr. Thomas Leishman formed United Breweries
Ltd.

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

Indian Origin.

• 1974 - International beer exports began to Aden and

Middle East.

• 1983 - Dr. Vijay Mallya became the Chairman of the UB

group.
 Factoid
• The UB Group, is the market leader in both Spirits &
Beer business in the country.

• The Group has a turnover of Rs. 1748 Crores. (approx.)

• An EBITDA Growth of 35.6% in 2008 – 2009.

• Publishes World’s 2nd Costliest Swimsuit Calendar.

• Won more than 6 International Awards for its Kingfisher

 Factoid

Around 34% market share nationally.

Sold in over 52 and also on international flights.

Every forth beer sold in India is Kingfisher .

India’s 1st global consumer brand – Kingfisher.

Source:
Operations
Company Partners

Source: Annual Report (2008-

Market Share
& Growth
Market share
Market share
 Beer Market

Market Highlights:
vThe Industry is projected to grow between 15% - 18% in next 2
Years.
vMarket Growing at 10-12 % per annum.
vSouth and west zone accounts for bulk ( >75%) of this market.

Industry Structure:
v4 large breweries has 84% of the market.
vAround 40 units in organized sector.
vLicense required Source:
and Cap on
UB 2009 additional
Investor PPT, capacities.
www.indiamarket.com
Kingfisher’s
Competitive
Advantage
Competitors
 Competitive Advantage
Professional Managed
Seasoned Professionals with Significant Industry Experience

Initiatives Planned for Least Vulnerable to Policy

Integrating into Retailing Volatility due to Large Spread

MANAGEME SEGME
VALUE NT TEAM
NT –
CHAIN
MARKE
B LOCAL
BRANDING
SOURCIN
MANUFACTU
Strongest Brand RING Optimal, as almost
Significant Upgradation completely Locally Sourced

Largest Manufacturing Space

Maximum Capital Utilization
Porter's 5 Force Model
 Porter's 5 Force Model

Bargaining
Threat of New power of Buyer:
Entry:
Threat of Substitute:
üü Number of buyersofare
High Economies high.
Scale.
üü Enough
ü options
Less differentiated
Relative price of in Substitute
form of product.
product so cannot
is same
ü Buyers
Bargaining
be low.
and copied. uses multiple
power of sources.
Suppliers:
ü Buyers
üüIndustry threats
Switching to
of backward
Competitors:
High capitalcostRequirement.
Buyer is low.
integration
üü Numberis Quality
Switching
ü Relative low.
of organized
cost toofbuyer suppliers
is low.is is
substitute
ü üüImportance
less. Number
Less
different. product
accessoftomajor to the
competitors
distribution buyers
channel.are
varies
üless.
ü based
Availability
Stringent ofon
Governmentcustomer
substitute profile.
input
Policies is less.
and
ü ü Suppliers
taxes.Industry threat
growthtorateforward
is more.
integration
Relative
üü High is low.
IndustrysizeGrowth.
of competitor is large.
üü Buyers
Buyers threat to backward
switching cost is low.
integration is high.are high.
ü Exit barriers
ü Competitor less diversified.
 Porter's 5 Force Model

Threat of New
Entry
Industr Bargaining
Bargaining
y
power of
Compe
power of
Suppliers Buyer
titors
Threat of
Substitute
Porter’s Generic Strategy
BCG & Ansoff’s
BCG Matrix

UB Ice
Beer
 Ansoff’s Matrix

Market Product

Ultra
Kingfisher
Penetratio Developme
n nt
Market
Developme Diversificat
nt ion
SWOT Analysis
 SWOT Analysis
Strongest Worldwide Distribution System.

Huge Finances backing from UB Group

Oldest & Largest Player In India

Worldwide known Brand

S
W
Different Brands under Same Company

High Concentration on Strong Beer Market

 SWOT Analysis
Few Relaxation of Rules

Reduction in Taxes

Brand Extension Benefits

O
T High Taxes & Regulations

Prohibition on Advertising

Indian Culture is a Major Hindrance

Many International Player Entering In India
 NEW LAUNCH

KINGFISHER
ULTRA
 Survey
WHO IS BIGGEST COMPETITOR OF
KINGFISHER
 Survey
WHICH TYPE OF KINGFISHER
BRAND YOU PREFER
 Survey
HOW ATTRACTIVE IS KINGFISHER
TO YOU
 Survey
HOW STRONG IS KINGFISHER
BRAND
GE Matrix
Recommendation
……
Kingfisher
 Recommendation

Tying up with More number of large department

stores for retailing its Beers.

Entry into Low Cal & Varied Flavor Market.

Development of New & Innovative Packaging i.e.

use of Pet.

Double Branding, UB’s Brands.

Royalty Club for Classy & Up-market Bars &

Lounge Owners.
Conclusion
Thank You
Any Questions