SIDDHARTH

JOSHI
ROLL NO.:35 SONAL AJGAONKAR SYLVIA LOPEZ
SHRADDHA GOJE SHEENA MERCHANT ROLL NO.:03 ROLL NO.:46
ROLL NO.:42 ROLL NO.:56
introduction

•Kingfisher is a brand from the UB group stable

•It is the largest selling beer brand in India commanding a

market share of over 28% in the Rs 5000 crore Indian Beer
market

•The brand epitomizes energy, youthfulness, enthusiasm

,freedom but with a touch of professionalism
introduction

•United Breweries have a history dating back to 1857

•The company came into existence as UB in 1915 with the

merger of five small breweries

•The Kingfisher brand was launched in the year 1980

Brand- kingfisher

Brand Elements:
•Name- Kingfisher
•Tagline- Kingfisher-King of Good Times
•Logo
 repositioning
The new logo reflects brands vision to scale new heights
Brand extension
•Kingfisher airlines
•Kingfisher Derby
•Kingfisher Leisure and food
•Kingfisher F1 racing
•NDTV good times
•Kingfisher IPL team
•Kingfisher swimsuit calendar
•Kingfisher holidays
Kingfisher airlines

•Frame of reference:
Aviation Industry

•
•Point of differentiation:
Special Services
Kingfisher beer
market share

Other UB
COBRA 9% Others 5% Brands 21%

SAB Miller 36% UB Kingfisher

Brand 29%
 KINGFISHER BRAND GROWTH (BEER)
3
HECTOLITRES (IN MILLIONS)

2.5

1.5

0.5

0
1985 1990 1995 1997 1999 2000 2001 2003 2005 2006
Perceptual mapping

Kingfisher Beer
 Heavy

•Zingaro
•Haywards
•Kalyani
•Thunderbolt

Budget Premium

•Golden Peacock •Kingfisher beer

•Fosters

Light
Kingfisher beer-stp
segmentation

•Geographic segmentation: It is available through out

India and is dominant in particularly in south and west
India.
•
•Demographic Segmentation- Age basis
Youth: 16 to 25yrs. (kingfisher mild)
Adults: 25yrs & above (kingfisher strong)
targeting
•Kingfisher has 2 different products for different market
segments

Kingfisher Mild (Alcohol Kingfisher Strong (Alcohol

<4%) > 4%)

•Youth who drink for fun •Regular Drinkers

•First time drinkers •People who prefer strong
•Urban women who prefer to drink drinks
positioning

•Kingfisher positioned itself as a brand for successful &

professional individuals who are always ready to take a
break, party or just chill out

•It has positioned itself as “The King of good times”

Porter’s model-
Kingfisher beer
• Bargaining power of Buyer: (HIGH)
• Number of buyers are high
• Buyers switching cost is low
•

• Bargaining power of Suppliers:(LOW)

• Suppliers are numerous
• Products used to brew beer are inexpensive
• Suppliers threat to forward integration is
• low
•Threat of Substitute:(LOW)

• Customer loyalty towards kingfisher

•

•
•

Threat of New Entrants:(LOW)

•

• High Economies of Scale

• High capital Requirement
• Less access to distribution channel
• Stringent Government Policies and taxes
•

Competitors Rivalry:(HIGH)
•

• Industry growth rate is high

• Relative size of competitor is large
• Competitor less diversified
•

•
Swot analysis
STRENGTHS

• Strong brand value and reputation in the minds of customers

• Quality of the service
• First airline to have a new fleet of airbuses
• Quality and continuous innovation
•
WEAKNESSES

• Still a not in profit organization

• High ticket pricing
• Facing a tough competition from competitors
 Swot analysis
OPPORTUNITIES
• The expanding tourism industry
• The non penetrated domestic market
• International market
• Untapped air cargo market
•
THREATS
•Competitors
• Fuel price hike
• Tourism saturation
• Economic slowdown
• Promotions and sponsorship declining
 4 P’s of marketing
PLACE
§Their services range from Ahmadabad to Agartala and to the major cities
such as Delhi, Bangalore, and Chennai etc.
§The main strategy that kingfisher follows is to target the metro cities or
the tier 1 cities in India

PROMOTION
§Events and advertisements through which kingfisher airlines is promoted

§
4 p’s of marketing

PRODUCT
§Currently the kingfisher airline operates the aircrafts like the airbus A
320, A 319-100 and ATC-72
§By acquiring Deccan, kingfisher has started a new fleet known as
Kingfisher Red
4 p’s of marketing
PRICE
§Targets the higher income group as well as the upper middle class
background.
§There are a few segments that are majorly for the youth and the high lifestyle
segments.
§Some of the services offered by kingfisher target those segments which are
willing to pay for luxury
 BCG
M
A
R
K Stars Question mark
E
T Airlines NDTV Goodtime
G
R
O Cash cow
W Dogs leisure
T
H Kingfisher and food
Beer

RELATIVE MARKET SHARE

Promotional strategies

•360 degree approach of advertising

•
•Basic media
•
•Surrogate Advertising- KINGFISHER MINERAL WATER
•
•PR- INOX multiplexes in Mumbai publicized
•
Promotional strategies

•KFA made use of various fashion shows, celebrity golf

matches, New Year parties all to build its “Kingfisher” brand
•Sponsorship- IPL and FORMULA 1
•KFA was the official travel airlines for the cast and crew of
“Mangal Pandey”- the movie
•
PricingPricing
strategies
strategy
•
• Competitive pricing strategy (beer)
•
• Premium prices for airline
Product life cycle of kingfisher
5 c’s for
5c’s forKingfisher
kingfisher
•

Customer needs
•

• Fresh and Trendy Airliner required

• Fun liner
• Budget Class
• Tangible and Intangible Benefits
5 c’s for
5c’s forKingfisher
kingfisher
Company skills
•

• Image of Company - Flamboyant CEO – Mr. Vijay Mallya

• Cash Rich UB Group
• Lavish lifestyle
• Simple Goal “"Kingfisher Airlines will have a 'Fly the
Good Times' approach and this will reflect in the
experience we will offer to passengers.” – Mr. Vijay
Mallya , Chairman and Managing Director of the UB
Group
•
5 c’s for
5c’s forKingfisher
kingfisher
Collaborators
•

• Non Poaching Alliance with Deccan

•

Competitors
•

• Deccan, GoAir,Sahara LCC

• Jet –Sahara
• Positioned as a Budget Airliner
• KFA Targetted Young Middle Class Segment
• Young, Savvy and Upwardly Mobile
•
5 c’s for
5c’s forKingfisher
kingfisher
•

Context
•

• IA and AI Dominated the market till 1995

• Many private players came and failed
• Jet and Sahara enjoyed leadership
• King of Good Times Arrival
•
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

•Royalty Club for Classy & Up-market Bars & Lounge Owners
recommendations

•
•Alcoholic flavoured Beverages for ladies

•Executive Jet liners

•Yacht Consulting

•Cruise Services – Kingfisher Holidays

Thank you