BEER
Beer Market In India Beer market in India is estimated estim ated to be around Rs. 3000 crores. Around Around 94 94 million million cases cases of of beer beer are sold annually. United United Brewer Breweries ies is is the the market market leader with a 47.5% market share. SAB Miller Miller comes second second with with a 38.3% market share.
Market Share 5.40% 38.3%
2.30% MM
47.5%
Fosters
30.6%
10.6% 3.6%
UBL Group
SAB +
Mt. Shiv
Others
Welcome
to world of Kingfisher The King of Good Times
History
of Kingfisher
Esta Establ blis ishe hed d in 1857 1857 with with the the nam name e Cas Castl tle e Bre Brewe weri ries es.. Ren Renamed Unite nited d Bre Brew weries ries in in 19 1915. Firs Firstt man manuf ufac actu ture red d beer beer in 1944 1944 und under er the the lab label el Exp Expor orts ts Beer. Star Starts ts expo export rtin ing g beer beer to Mid Mid-E -Eas astt in 197 1974. 4. Intr Introd oduc uces es Kin Kingf gfis ishe herr in 1978 1978..
Kingfisher It is the the lar large gest st sell sellin ing g brand in India. It comma mmands a 30% share in the beer market. Reco Record rde ed a 28% gro grow wth in the year 05-06.
Segmentation Rest of India
Occasional Age
West
Regular Sex
>35 South Female 25-35
Consumption
Geographical 15-25
Male
Targeting Kingfisher Mild
Beer
It is primar marily targeted for for the young wh who dr drink for fun. It also lso targets fir first time drinke inkerrs like like urban women who prefer to drink light. It also lso aims at the fir first time drinker kers segmen ment which drinks for experience.
Targeting Kingfisher Strong Beer It is is ai aimed at th the re regular dr drinker kers segment. It also targets those who wa want to move from mild beer to strong beer.
Positioning Kingfisher stands for youth, excitement and fun. It is also perceived perceived as as a health health drink, particularly by sports enthusiasts. Kingfish Kingfisher er associates associates itself itself with with Indian cuisine (curry, kebabs).
Product It is the the no. no. 1 sel selli ling ng pro produ duct ct in in its segment. High
quality raw material is used. Consist siste ency is is hi high. Always ta taste stes fr fresh. sh. No hangover.
Place It is avai availa labl ble e thr throu ough ghou outt India, and is dominant particularly in South and India.
West
Kingfisher al also has a presence in 60 countries.
Price
King Kingfi fish sher er uses uses comp compet etit itiv ive e pricing strategy. 650 ml ± Rs. 65 330 ml ± Rs. 35
Promotion Sinc Since e adve advert rtis isin ing g of liqu liquor or is banned in India, Kingfisher uses surrogate advertising methods like using mineral water and sodas. Each Each year ear Kin Kingf gfis ishe herr bri bring ngs s out new calendars featuring top models in swimwear.
Promotion King Kingfi fish sher er als also o pro promo mote tes s itse itself lf by sponsoring events like fashion shows, sportspersons like Narain Karthikeyan, Karthikeyan, East Bengal soccer team. King Kingfi fish sher er als also o dea deals ls in spor sports ts mechandising.
Promotion And fina finallly the Sulta ultan n 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 competitors taken together.
Foster SABMILLER Co Company. Foster's Group is is a premium global multibeverage company delivering a total portfolio of beer, wine, spirits, cider and non-alcohol beverages. Consu onsum mer led, cu custom stomer er driven
Foster Beer Brands
Foster¶s Lager Crown Lager Carlton Cold Carlton Sterling Carlton Draught Victoria Bitter Cascade Premium Lager
Brand Heritage In 1888, two two broth rothe ers, rs, W.M. and R.R. Foster established a brewery in Melbourne. In 1889, 1889, Fost Foster er star started ted expor exportin ting g beer beer to Sou South th Afri Africa. ca. In the 70s, 70s, Fost Foster er starte started d exp export ortin ing g to US US and and UK. In 1998 1998,, was was laun launch ched ed in Indi India. a.
SEGMENTATION FOSTERS AGE SEX
OCCUP ATION
BEH AVORIAL
SEX WISE
MALE
FEMALE
OCCUP ATION
WORKING
BUSSINESS CLASS COLLEGE GOING
BEH AVORIAL
OCCATIONAL USERS
REGULAR USERS
TARGETING AGE 20-30
SEX
MALE FEMALE
OCCU P ATIONAL
W ORKING CLASS
BE H AVORIAL
REGULAR USERS
POSITIONING Foste Foster's r's do its positi position oning ing throug through h promo promotio tional nal programs, sponsorship and public relations. Aust Austra rali lian anne ness ss is is the the esse essenc nce e of of Fos Foste ter' r's s bra brand nd imag image e is promoted in every market in the world. All Foster's lager theme advertising is consistent with an Australian positioning.
Product Sty Style - Full Full stre streng ngth th lage lager r Tast Tastes es fres fresh h
Place
Of Foster Beer
COMP ANY
DISTRIBUTOR
RETAILER
CUSTOMER
Foster's has 24 distributors serving over 5,000 outlets, including over 2,300 outlets in Mumbai.
Price
Of Foster Beer
Foster's Foster's Beer Cans 375ml 375ml 79.00 79.00 Fost Foster er's 's Beer Beer
Pints
355 ml 75.00
70% of Foster¶s sales today today come from the pintsized market and the company enjoys 31% of the market in Maharashtra.
Promotion
Of Foster Beer
Foster's is deeply deeply committed committed to promoting promoting responsible consumption. W hile
Foster's does not provide medical advice, nor
attempt to advise individuals on important and complex medical issues, the Company is committed to ensuring that consumers access the best available information regarding alcohol and their health. Three major major segments segments of the the Foster beer market ± premium, full-strength and lower alcohol
Promotion Advertising
The The dist distinc inctiv tive e "Oil "Oil Can" Can" desi design gn was was the the brainc brainchi hild ld of Foster's Group Marketing V P Jack McKimm. Other company higher-ups proposed a jumbo glass bottle, but a demonstration demonstration involving an old-timey oil can spout sold them on the idea. The distinctive can design has become synonymous with Foster's Lager. The The over oversea seas s adver advertis tisin ing g of the produ product ct ofte often n focuse focuses s upon the Australian connotations of the beer, e.g. with reference to stereotypical Australian imagery such as kangaroos, exaggerated exaggerated accents, acc ents, and hats with corks on strings.
