7320993 Beer Market in India

8/6/2019 7320993 Beer Market in India

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BEER


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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.


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Market Share

47.5%

30.6%

3.6%10.6%

2.30%

5.40%

UBL Group SAB + Mt. Shiv Others

MM

Fosters

38.3%


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Welcome to world of Kingfisher -

The King of Good Times


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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.


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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


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Segmentation

Age

Sex

Consumption

Geographical

>35

25-35

15-25

Male

Female

Regular

Occasional

South

West

Rest of India


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Targeting

Kingfisher Mild Beer

It is primarily targeted for the young who drinkfor fun.

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

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


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Targeting

Kingfisher Strong Beer

It is aimed at the regular drinkers segment.

It also targets those who want to move frommild beer to strong beer.


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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).


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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.


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Place

It is available throughout

India, and is dominant

particularly in South and West

India.

Kingfisher also has a

presence in 60 countries.


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Price

Kingfisher uses competitive

pricing strategy.

650 ml Rs. 65

330 ml Rs. 35


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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.


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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.


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Promotion

And finally the Sultan

himself, Dr. Vijay Mallya,

the Big Daddy of all

brands, the flamboyant

Czar of the liquor industrywho is the youth icon of a

million hearts

His sole presence

outweighs all othercompetitors taken

together.


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Foster

SABMILLER Company.

Foster's Group is apremium global multi-beverage company

delivering a total portfolioof beer, wine, spirits,cider and non-alcoholbeverages.

Consumer led, customer

driven
http://photos1.blogger.com/blogger/3623/301/1600/fosters.jpg


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Foster Beer

Brands

Fosters Lager

Crown Lager

Carlton Cold

Carlton Sterling

Carlton Draught

Victoria BitterCascade Premium Lager
http://www.fosters.com.au/enjoy/beer/cascade_premium.htmhttp://www.fosters.com.au/enjoy/beer/victoria_bitter.htmhttp://www.fosters.com.au/enjoy/beer/carlton_draught.htmhttp://www.fosters.com.au/enjoy/beer/carlton_draught.htmhttp://www.fosters.com.au/enjoy/beer/carlton_sterling.htmhttp://www.fosters.com.au/enjoy/beer/carlton_cold.htmhttp://www.fosters.com.au/enjoy/beer/crown_lager.htmhttp://www.fosters.com.au/enjoy/beer/fosters_lager.htm


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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.


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SEGMENTATION

FOSTERS

AGE

SEX

OCCUPATION

BEHAVORIAL


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SEX WISE

MALE

FEMALE


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OCCUPATION

WORKING

BUSSINESS

CLASS

COLLEGEGOING


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BEHAVORIAL

OCCATIONALUSERS

REGULAR USERS


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TARGETING

AGE

SEX

OCCUPATIONAL

BEHAVORIAL

20-30

MALEFEMALE

WORKING CLASS

REGULAR USERS


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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.


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Product

Style - Full strength lager

Tastes fresh


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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.


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Price Of Foster Beer Foster's Beer Cans 375ml 79.00

Foster's Beer Pints 355 ml 75.00

70% of Fosters sales today come from the pint-sized market and the company enjoys 31% of the

market in Maharashtra.


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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 complexmedical 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


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Promotion

Advertising

The distinctive "Oil Can" design was the brainchild ofFoster's Group Marketing VP Jack McKimm. Othercompany higher-ups proposed a jumbo glass bottle, but

a demonstration involving an old-timey oil can spout soldthem on the idea. The distinctive can design has becomesynonymous with Foster's Lager.

The overseas advertising of the product often focusesupon the Australian connotations of the beer, e.g. with

reference to stereotypical Australian imagery such askangaroos, exaggerated accents, and hats with corks onstrings.


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Documents

7320993 Beer Market in India