The King of Good Times

KINGFISHER

Presenter : Rohan Malhotra. Faculty: Jayanta Ghosh. Kaveri Narang.

What Business are we in?

BEER Accounts for 70% of the total Indian Market Kingfisher alone is 30% of the beer market.

PEST-G Analysis
Political/Legal/Regulatory: Alcoholic beverage industry is regulated by government controls. 3 types of markets: Auction Quasi- Government Free Market

PEST-G
ECONOMIC: Imports hoppes from abroad in containers and bottles it here locally. Fluctuations in exchange rate policy can affect the business plan forecast.

PEST-G
SOCIAL: Different beer for different segment Age group: 18-24 beer drinkers Industry divides the target audiences into 3 segments: 1. Fun lovers. 2. Social Drinkers. 3. Hardcore Loyals.

PEST-G
TECHNOLOGICAL: Liquor industry is a non- technology intensive industry.A key reason why local breweries like the Kalyani and Jupiter thrive in the remotest corner of the country. Product quality is not as important to the consumer, as economic pricing.

PEST-G
G EO-PHYSICAL: The brand has helped towards employee benefit programs. They include the Kingfisher fund which help poor children in the form of night schools, free dispensary facilities.

SWOT
STRENGTHS: Production

Sales Strong Distribution Reach: Marketing Expertise/Prowess

SWOT
WEAKNESS: Skew towards single category

Government Policies

SWOT
OPPORTUNITIES: Joint Ventures

New Sale

Packaging innovations to extend reach

SWOT
THREATS: Entry of the MNC S

Ban on Advertising

Exchange rate fluctuations

MARKETING MIX
PRODUCT: Product adaptation strategy adapted to market Kingfisher, that is different variances of the same product in different countries.
Eg; the consumers of West Bengal prefer,a slight sweet taste in the beer, whereas the consumers in England like strong bitter taste.

MARKETING MIX
PLACE:
MANUFACTURER
DISTRIBUTOR WHOLESALER

RETAILER

CONSUMER

MARKETING MIX
PRICE: Price is set taking into account all the costs right from the time it is manufactured till the time it reaches the hands of the final consumer. Similarly the price of a bottle here is Rs39 whereas the price of a smaller bottle of the same brand costs $6 in the U.S. WHY? Because, the company has to charge transportation, distribution, handling charges and govt. duties in order to get the final cost.

MARKETING MIX
PROMOTION: HEAVY ADVERTISING RETAIL PROMOTIONS CONSUMER PROMOTIONS.