Kingfisher Beer

(UNITED BREWERIES LTD.)

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. East.

 To  T o be the recognized leader in our target markets.  To  T o be the preferred employer wherever we operate.  To  T o recognize the value of our human assets.  To be the partner of choice for  To customers, suppliers, and other

Beverage Alcohol Pharmaceuticals Aviation Fertilizers International  Trading  T rading Media Construction

 The UB Group, is the market leader in both Spirits & Beer business in the country.  The Group has a turnover of Rs. of  Rs. 5900 Crores.. (approx.) Crores An PBT Growth of 266% of 266% in 2005 – 2006. Publishes World’s 2nd Costliest

Beer • 50% market share nationally. • Sold in over 52 and also on international flights. • Every third beer sold in India is Kingfisher. • India’s 1st global consumer brand – Kingfisher.

Spirits

Picture4

Beer Airlines Fashion Collection Sports Swimsuit

Picture7

Classificati ons • Lager: It is stored for a specified period before being bottled or canned. • Pilsner: A type of lager beer, it is light with 3.0 - 3.8% alcohol and has a medium hp flavor. • Ale:  Top fermented, this kind of beer has distinct hop aroma. The alcohol content is around 4 - 5%.

Picture2

• 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%. • Creamy Ale: Ale: A highly carbonated beer that is produced by a combination of Ale and lager.

Market Share & Growth

BEER MARKET SHARE In INDIA (2006)

COBRA COB RA 9%

Others 5%

UB 50% SAB SA B Miller 36%

K INGFISHER INGFISHER BRAND MARKET SHARE (BEER (BEER)) (2006)

COBRA 9%Others 5%

SAB Miller 36%

Other UB Brands 21%

UB Kingfisher  Brand 29%

3

   )    S    N    O    I    L    L    I    M    N    I    (    S    E    R    T    I    L    O    T    C    E    H

K INGFISHER INGFISHER BRAND GROWTH (BEER BEER))

2.5

2

1.5

1

0.5

0 1985

1990

1995

1997

1999

2000

2001

2003

2005

2006

Making A Mark Mark Strategies……

Changing Shopping Experience • Tying up with large department stores like Foodworld for retailing its Beers. • In association with number of Very Classy, Up-market & Stylish bars & lounges lounges.. • Aggressive Advertising at Outlets & Pubs. • Better Retailing outlets to be opened under Kingfisher Brand

Acquisition…… cquisition…… the Mantra Mantra • On a Shopping Spree to acquire world know Beverage Brands, Brands, hence developing Brand Name & existent Product market. market. • Venturing into other Business with same Brand name, hence increasing Brand Name & Publicity.. Publicity • Acquisitions of other of other businesses also

Strate

Fighting Competitions Presently distributing 5 brands of Beer of Beer in India after an entry in 2000 2000.. • Haywards • Royal Challenge • Castle Lager • K nock nock Out • Foster

Fighting Competitions Building distribution Channels. Massive Brand Development Strategies being applied. Steeping into Men’s Fashion apparels Collections. Planning to Launch Italian No.1 Beer in Indian

Massive Shopping Spree (Acquisitions Acquisitions))

• 2 Highest selling Brands of Shaw of Shaw Wallace (INDIA). • Foster Brand In India • Other Small & Big Breweries in India & other Parts of World

Strate

Distinct Strategy 

Niche Market Oriented.



Varied Flavors.



Launched India’s First Ever Low Cal Beer.



India’s First ever View of Fruit of Fruit Flavored

Beverages. 

Promoting itself Worldwide as Brand of India, India,

Analysi …… s Kingfisher Beer

Kingfisher’s Competitive Advantage

• Professional Managed • Seasoned Professionals with Significant Industry Experience Initiatives Least Vulnerable Planned for to Policy Volatility Integrating into due to Large Retailing Spread MANAGEME SEGME VALUE NT – CHAIN MARKE OWNERS  T BRANDING LOCAL HIP PRESE SOURCIN NCE MANUFACTU G RING  TECHNOLOG  Y NT TEAM

• Strongest Brand • Significant Upgradation

• Largest Manufacturing Space • Maximum Capital Utilization

• Optimal, as almost completely Locally Sourced

• Strongest Worldwide Distribution

System. • Huge Finances backing from UB Group • Oldest & Largest Player In India • Worldwide known Brand

• Different Brands under Same Company • High Concentration on Strong Beer

• Few Relaxation of  Rules • Reduction in  Taxes • Brand Extension Extension Benefits

• High Taxes & Regulations Prohibition on Advertising • Indian Culture is a Major Hindrance • Many International Player Entering In

Suggestions / Recommendations • 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 Regional Brands.

Source of  Information • Secondary Source of Collection Magazines News paper Internet / Online. www.kingfisherworld.com (Online)