Beer Market In India 4p2c1r

BEER

Beer Market In India • Beer market in India is estimated to be around Rs. 3000 crores. • Around 94 million cases of beer are sold annually. • United Breweries is the market leader with a 47.5% market share. • SAB Miller comes second with a 38.3% market share.

Market Share 5.40% 38.3%

47.5%

2.30% MM Fosters

30.6%

3.6% UBL Group

SAB +

Mt. Shiv

10.6%

Others

Welcome to world of Kingfisher The King of Good Times

History of Kingfisher • • •

Established in 1857 with the name Castle Breweries. Renamed United Breweries in 1915. First manufactured beer in 1944 under the label Exports Beer. • Starts exporting beer to Mid-East in 1974. • Introduces Kingfisher in 1978.

Kingfisher • It is the largest selling brand in India. • It commands a 30% share in the beer market. • Recorded a 28% growth in the year 05-06.

Segmentation Rest of India

Occasional Age

West

Regular Sex

>35 South 25-35

15-25

Consumption

Geographical

Female

Male

Targeting Kingfisher Mild Beer •

It is primarily targeted for the young who drink for fun.

•

It also targets first time drinkers like urban women who prefer to drink light.

•

It also aims at the first time drinkers segment which drinks for experience.

Targeting Kingfisher Strong Beer •

It is aimed at the regular drinkers segment.

•

It also targets those who want to move from mild beer to strong beer.

Positioning • Kingfisher stands for youth, excitement and fun. • It is also perceived as a health drink, particularly by sports enthusiasts. • Kingfisher associates itself with Indian cuisine (curry, kebabs).

Product • It is the no. 1 selling product in its segment. • High quality raw material is used. • Consistency is high. • Always tastes fresh. • No hangover.

Place • It is available throughout India, and is dominant particularly in South and West India. • Kingfisher also has a presence in 60 countries.

Price • Kingfisher uses competitive pricing strategy. • 650 ml – Rs. 65 • 330 ml – Rs. 35

Promotion • Since advertising of liquor is banned in India, Kingfisher uses surrogate advertising methods like using mineral water and sodas. • Each year Kingfisher brings out new calendars featuring top models in swimwear.

Promotion • Kingfisher also promotes itself by sponsoring events like fashion shows, sportspersons like Narain Karthikeyan, East Bengal soccer team. • Kingfisher also deals in sports mechandising.

Promotion • And finally the Sultan 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 taken together.

Foster • SABMILLER Company. • Foster's Group is a global multibeverage company delivering a total portfolio of beer, wine, spirits, cider and non-alcohol beverages. • Consumer led, customer driven

Foster Beer Brands Foster’s Lager Crown Lager Carlton Cold Carlton Sterling Carlton Draught Victoria Bitter Cascade Lager

Brand Heritage • In 1888, two brothers, W.M. and R.R. Foster established a brewery in Melbourne. • In 1889, Foster started exporting beer to South Africa. • In the 70s, Foster started exporting to US and UK. • In 1998, was launched in India.

SEGMENTATION FOSTERS AGE SEX

OCCUPATION

BEHAVORIAL

SEX WISE

MALE

FEMALE

OCCUPATION

WORKING BUSSINESS CLASS COLLEGE GOING

BEHAVORIAL

OCCATIONAL S

REGULAR S

TARGETING • AGE 20-30

• SEX

MALE FEMALE

• OCCUPATIONAL

WORKING CLASS

• BEHAVORIAL

REGULAR S

POSITIONING • Foster's do its positioning through promotional programs, sponsorship and public relations. • Australianness is the essence of Foster's brand image is promoted in every market in the world. All Foster's lager theme advertising is consistent with an Australian positioning.

Product • Style - Full strength lager • Tastes fresh

Place Of Foster Beer COMPANY

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 Beer Cans 375ml 79.00 • Foster's Beer Pints 355 ml 75.00 • 70% of Foster’s sales today come from the pintsized market and the company enjoys 31% of the market in Maharashtra.

Promotion Of Foster Beer • Foster's is deeply committed to promoting responsible consumption. • While 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 segments of the Foster beer market – , full-strength and lower alcohol

Promotion Advertising • The distinctive "Oil Can" design was the brainchild of Foster's Group Marketing VP Jack McKimm. Other company higher-ups proposed a jumbo glass bottle, but a 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 overseas advertising of the product often focuses upon the Australian connotations of the beer, e.g. with reference to stereotypical Australian imagery such as kangaroos, exaggerated accents, and hats with corks on strings.