beer market in india

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

47.5%

30.6%

3.6%10.6%

2.30%

5.40%

UBL Group SAB + Mt. Shiv Others

MM

Fosters

38.3%

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.

• 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.

Kingfisher

Segmentation

Age

Sex

Consumption

Geographical

>35

25-35

15-25Male

Female

Regular

Occasional

South

West

Rest of India

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

premium global multi-beverage company delivering a total portfolio of beer, wine, spirits, cider and non-alcohol beverages.

• Consumer led, customer driven

Foster BeerBrandsFoster’s Lager

Crown Lager

Carlton Cold

Carlton Sterling

Carlton Draught

Victoria Bitter

Cascade Premium 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.

SEGMENTATIONFOSTERS

AGE

SEX

OCCUPATION

BEHAVORIAL

SEX WISE

MALE

FEMALE

OCCUPATION

WORKING

BUSSINESS

CLASS

COLLEGE

GOING

BEHAVORIAL

OCCATIONAL

USERS

REGULAR USERS

TARGETING

• AGE

• SEX

• OCCUPATIONAL

• BEHAVORIAL

20-30

MALE

FEMALE

WORKING CLASS

REGULAR USERS

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 BeerCOMPANY

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 pint-

sized 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 –

premium, 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.