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United Breweries

Group

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HistoryThe UB Group was founded by a Scotsman, Thomas Leishman

in 1857.itta! "a!!yawas e!ected as the company#s first $ndian director

in 1%&7.

'in(fisher, the Group#s most )isib!e and profitab!e brand, made

a modest entry in the *+s.

-fter itta! "a!!ya#s death in 1%8, his son i/ay "a!!yatoo0

up the mant!e of the (roup.

- brief !oo0 on the pro(ress time!ines of the UB Group2

1%&8 2 "r. itta! "a!!ya became the first 3hairman.

1%5+ 2 4e(istered office mo)ed to Ban(a!ore.

1%*+ 2 'a!yani Breweries was set up.

1%7 2 6i(h 4an(e Breweries set up in 3herta!!a in 'era!a.

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3ontinued

1%7& 2 UB Beer eported to -den and "idd!e 9ast.

1%81 2 3anned Beer was introduced.

1%8 2 UB#s 'in(fisher La(er hit par!ours in 9n(!and and US-.

+++ 2 -ssociated Breweries : ;isti!!eries Ltd. and "an(a!ore

Breweries : ;isti!!eries Ltd. were ac share of -ssociated Breweries : ;isti!!eries Ltd.

%7> share of "an(a!ore Breweries : ;isti!!eries Ltd.

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Company portfolio

The UB Group is a mu!ti2faceted con(!omerate with business

interests such as the fo!!owin(2

Be)era(e -!coho!

=harmaceutica!s

"edia

$nternationa! Tradin(

-)iation

?erti!i@er

4esearch : ;e)e!opment

$nfrastructure ;e)e!opment

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=roduct A Kingfisher Beer

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Market Size for Beer in India

$ndians drin0 !itt!e more than 1 !itreper capita annua!!y.

4e!ati)e!y )ery !ess when compared to a (!oba! a)era(e

of !itres.

-nd e)en !esser when compared to the hi(hest per

capita consumer of 15*.% !itresper annum by 3@ech

4epub!ic.

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Classification of Beer

La(er$t is stored for a specified period before bein( bott!ed or

canned.

=i!sner- type of !a(er beer, it is !i(ht with .+ 2 .8> a!coho!

and has a medium hop f!a)or.

-!eTop fermented, this 0ind of beer has distinct hop aroma.

The a!coho! content is around & 2 5>.

Stout;ar0 with burnt f!a)or and stron( ma!t aromaD it is

hea)i!y hopped and contains 5 2 *.5> a!coho!.

=orterThis is !ess dar0 than stout, e)en !ess hopped and issomewhat sweet. -!coho! content is around 5>.

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3ontinued

3reamy -!e- hi(h!y carbonated beer that is produced by acombination of -!e and La(er.

"a!t- stron( f!a)ored, hi(h a!coho! content beer that

ran(es in f!a)or and co!ors.

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Market captures

"ar0et share of S-Bmi!!erA 7>

"ar0et share of ?ostersA *>

"ar0et share of 'in(fisher A 5>

"ar0et share of "ohan "ea0insA 5>

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Kingfishers !Ps

=roduct

Eo. 1se!!in( product in its se(ment.

3onsistencyof product

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$t is a)ai!ab!e throu(hout $ndia, and dominant in South and Fest

$ndia.

UB has 1* company2owned breweriesapart from nine contract

breweries in + different !ocations across the country.

'in(fisher a!so has an on!ine mar0etin( system. -ny consumer can

(o to www.'in(fishernetshop.comHand (et their beer2 a minimum of

si bott!es home de!i)ered.

$t a!so has some 1*++ shopsapart from pubs and bars.

=!ace

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=rice

Bott!es

3anned

"i!d 2 4s. 7+ Stron( 2 4s. 7

"i!d 2 4s. 8 Stron( 2 4s. &+

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=romotion

'in(fisher ta(!ine I'in( of (ood timesis one of the most

popu!ar and successfu! ta(!ine in $ndia.

4ecent!y it a!so started merchandi@in(sports (oods and trendy

c!othin( and accessories under 'in(fisher brand name.9ach year 'in(fisher brin(s out new ca!endarsfeaturin( top

mode!s in swimwear.

'in(fisher a!so promotes itse!f by sponsorin( e)ents!i0e fashion

shows, sportspersons !i0e Earain 'arthi0eyan, 9ast Ben(a! soccer

team. UB promoter a!so ac

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"arget

Kingfisher Mild

(Alcohol4%)

outh who drin0 for fun.Those who want to shift from!i(ht beer to stron( beer.

?irst time drin0ers who drin0for eperience.

4e(u!ar drin0ers who prefersstron( f!a)oured.

Urban women who prefer todrin0 !i(ht.

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#e$positioning

=re)ious !o(o 3urrent !o(o

4eason for chan(in( the pre)ious !o(o was to create the stron(

emotiona! bond of the brand which a!ways wants to (o hi(h.

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%uture &ro'th Plans

Line etension

2 U!tra premium beer

3ate(ory etension

2 9ner(y drin0s

2 ?i!m production and ;istribution

2 -ppare!s and -ccessories retai!in(

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Conclusion

$ndia is a (rowin( economy and its mar0et is openin( up. The per

capita income of the peop!e of the country is risin( dai!y and so is the

beer consumption rate. The sti(ma associated with the consumption of

a!coho!ic drin0s has a!so (one downD as a resu!t the beer companies aretryin( to (et more associated with e)eryones !ife.

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"hank (ou))