GROUP 1 Amit Bagadade Ankita Sen Devdeep Guha Manvendra Tiwari Mordhwaj Kedia Sumeet Sharma

05 21 32 61 63 88

Integrated Marketing Communication

Integrated Marketing Communication

GROUP 1 Mordhwaj Kedia Ankita Sen Devdeep Guha Sumeet Sharma Manvendra Tiwari Amit Bagarde

Age is around 25 yrs to 30 yrs. Belongs to section B. Young executives (expats) at an Indian Restaurant. Looking at their casual attire they look like typical marketing professionals enjoying a glass of beer on a hot sunny day. Probably raising a toast at the end of a deal. The male in the photo looks casual and happy go lucky going with the flow of life.

Cheers!!!

Target Group

Young Excutives

Target Market
Kingfisher Mild Youth drinking for fun Urban women who drink light First time drinkers who drink for experience Kingfisher Strong Those who want something stronger than light beer Regular drinkers who drink strong beer

Passion Points
Hanging out Clubbing Social Networking Gyming Shopping Adventure Sports

Touch Points
Ads on internet sites Television (NDTV Good Times) Print Media Hoardings (street/malls) Gym Spending time with friends at the club/pub/lounge

Brand Pyramid
Advocacy (45%)

Buy (60%)

Consideration (75%)

Awareness (90%)

CAMPAIGN OBJECTIVE

KINGFISHER-BRAND
Kingfisher stands for excitement, youth and camaraderie Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeros on its target with unfaltering focus. All its colors represents energy, youthfulness, enthusiasm, freedom with a touch of formality and discipline

To be the recognized leader in our target markets.

To be the preferred employer wherever we operate. To recognize the value of our human assets. To be the partner of choice for customers, suppliers, and other creators of innovative concepts

Alcohol may be man's worst enemy, but the bible says lov

Beverage Alcohol Pharmaceuticals Aviation Fertilizers International Trading Media Construction Fashion Clothing

About the company

UB Group The UB Group, is the market leader The Group has a huge turnover

Swimsuit Calendar.
Won more than 6 International Awards

About the company

Beer 50% market share nationally. Sold in over 52 countries and also on international flights. Every third beer sold in India is Kingfisher. Indias 1st global consumer brand Kingfisher. Spirits 54% market share in the domestic market. 2nd largest player in the world.

As A Brand

Beer
Airlines Fashion Collection Sports Swimsuit Calendar

Classifications
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%. 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: A highly carbonated beer that is produced by a combination of Ale and lager. Malt: A strong flavored, high alcohol content beer that ranges in flavor and colors.

Market Share & Growth

BEER MARKET SHARE In INDIA

COBRA 9% Others 5%

UB 50% SAB Miller 36%

KINGFISHER BRAND MARKET SHARE (BEER)

COBRA 9%Others 5%

Other UB 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

Making A Mark
strategies.

Mark of a brand name Kingfisher

Tying up with large department stores like Food world for retailing its Beers. In association with number of Very Classy, Up market & Stylish bars & lounges. Aggressive Advertising at Outlets & Pubs. Better Retailing outlets to be opened under Kingfisher Brand. Venturing into other Business with same Brand name, hence increasing Brand Name & Publicity.

competitors

Fighting Competitions
Presently distributing brands of Beer in India. 1. SAB Miller : Haywards, Royal Challenge, Knock Out, Foster 2. Anheuser-Busch : Budweiser 3. Carlsberg (South Asian Breweries) 4. Heineken (Asia Pacific Breweries) 5. Castle Lager 6. Cobra

3 Ps Of Marketing

Product
No.1 selling product in its segment. Good quality raw material is used to maintain the quality standards. Consistency of product quality is high. Always tastes fresh due to good quality and well developed distribution network.

Price
In both mild and strong beer segments kingfisher uses competitive pricing strategy.
650ml Rs.65 330ml Rs.35

Place
It is available throughout India, and is dominant particularly in south and west India. UB has 16 company owned breweries apart from 9 contract breweries in 20 different location across the country. Kingfisher also has a presence in 60 countries. It has some sixteen hundred shops apart from pubs and bars. Better retailing outlets are also to be opened under the Kingfisher Brand.

Analysis
kingfisher beer.

STP for Kingfishers Beer

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) Segmentation based on Situation: Birthdays, Anniversary, New year parties etc.

Alcohol is the cause and the solution to many of life's prob

Targeting
Kingfisher has 2 different products for different market segments.

Friends don't let friends drink Light Beer

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.

Repositioning

Kingfishers SWOT Analysis

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 Market

Beer consumption is increasing

Reduction in Taxes
Brand Extension Benefits

High Taxes & Regulations

Prohibition on Advertising Indian Culture is a Major Hindrance Many International Player Entering In India

Source of information
Internet www.kingfisherworld.com www.theubgroup.com

Statutory warning: Consuming alcoholic drinks is injurious to health.

Cheers!!!