Beer Market - India

Market overview • The Indian beer market generated total

revenues of $4 billion in 2009, representing a compound annual growth rate (CAGR) of 20.3% for the period spanning 2005-2009

• India beer market value forecast: $68 million, 2009–14

• India beer market volume forecast:70 million liters, 2009–14

• Classification of Beer : – Lager: It is stored for a specified period before being bottled orcanned.Pilsner: A type of lager beer, it is light with 3.0 – 3.8% alcohol and has a medium hop 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.

3 BEER BRANDS IN INDIA 1 :

kingfisher

KINGFISHER ULTRA

Be it the uniquely premium touch & feel of the bottle or the activities or the brew itself, Kingfisher Ultra is regarded by many to be a touch above the rest when it comes to Indian beers. Launched in September 2009, the Emperor of Good Times, as it is known, has gone from strength to strength to have a niche yet heavy following amongst the discerning mild beer drinkers who will settle for nothing less than the most premium taste available.FlavorSubdued malty note balanced with a hoppy bitternessTextureSmooth, crisp & lightColorGolden YellowAfter Taste-Shelf Life6 monthsPacks650 ml bottle, 330 ml pintAlcohol

KINGFISHER STRONG

Launched in the year 1999 to cater to the increasing demand for strong beer across the country, Kingfisher Strong’s unmatched full bodied strength has millions of fans who have made it the single largest beer in India! Consumers have been quick to understand that if some ‘Extra Dum’ gets added to the smooth, fresh, crisp taste of Kingfisher, the result is an unbeatable, unique brew that delights beer lovers all across.FlavorSweet & full bodied with fruity note & alcoholic note finishing with a perceptible bitternessTextureHeavy, thickColorDeep GoldenAfter Taste-Shelf Life6 monthsPacks650 ml bottle, 330 ml pint, 500 ml can, 330 ml canAlcohol

KINGFISHER RED

Here’s a beer with a difference – What if you had a beer that you do not need to chill before you drink it and still get the unbeatable taste of your favorite beer? With Kingfisher Red, India’s favorite beer brand, Kingfisher Strong has done the same thing. Kingfisher Red is a strong, all-season-beer which is tastes good when chilled and even better when not. Go ahead, embrace a new beer drinking experience!FlavorSlightly caramelized with a perceptible oaky woody note balanced to perfection with bitterness

TextureClean, smooth with a hint of astringencyColorRich Deep Golden AmberAfter Taste

Shelf Life6 monthsPacks650 ml bottleAlcohol

KINGFISHER PREMIUM

Think beer in India & the first name you will think of is Kingfisher. India’s favorite beer is one of the oldest, most widely recognized and respected brands in India. Ever since its inception, this premium brew has enjoyed numero-uno status amongst Indian beers and has also been able to evolve into one of the most contemporary and inspirational youth icons of today.FlavorSweet & fruity with a distinct bitternessTextureLight, crispColorPale Golden YellowAfter Taste-Shelf Life6 monthsPacks650 ml bottle, 330 ml pint, 500 ml can & 330 ml canAlcohol

KINGFISHER STRONG FRESH

Kingfisher Strong, India’s largest selling beer, brings to you Kingfisher Strong FRESH – Same Taste. Same Dum. Now even more Fresh! Kingfisher Strong Fresh is the firs55555t ever strong draught beer available in the Indian market. It gives you the crisp taste of freshly brewed beer conveniently packed in a 500ml can. Yet another innovation from The King of Good Times!FlavorFresh, Sweet & full bodied with fruity note & alcoholic note finishing with a perceptible bitternessTextureHeavy, thickColorDeep GoldenAfter Taste-Shelf Life2 monthsPacks500 ml canAlcohol

KINGFISHER DRAUGHT

The crisp taste of the freshest beer around is enjoyed by millions of Draught beer lovers across the country. Be it off the tap or in the cool & trendy 500 ml can, one cannot miss the whiff of freshness that each sip of this drink provides. One of the most popular drinks at pubs where pitchers/ mugs are available off the tap, Kingfisher Draught has defined the concept of fresh beer in India.FlavorFresh, sweet & fruity with a distinct bitternessTextureLight, crispColorPale Golden YellowAfter Taste-Shelf Life2 monthsPacks500 ml canAlcohol

KINGFISHER BLUE

It’s zingy, it’s young & it’s got a kick that appeals to those seeking thrill! Introducing Kingfisher Blue, one of the most unique offerings from the house of Kingfisher. It appeals to those who are young at heart & seek thrill for whatever they do in life. The packaging, the activities and the look and feel of the brand resonate this feel. Activities such as Blue Challenge, Gaming, Adventure sports, etc. go on to establish connect with those who seek nirvana through an adrenaline high!FlavorCreamy with a hint of malty note balanced with bitterness & a distinct alcoholic warmingTextureSmooth & MellowColorGolden YellowAfter Taste-Shelf Life6 monthsPacks650 ml bottle, 330 ml pint, 500 ml canAlcohol

KINGFISHER STRONG

Launched in the year 1999 to cater to the increasing demand for strong beer across the country, Kingfisher Strong’s unmatched full bodied strength has millions of fans who have made it the single largest beer in India! Consumers have been quick to understand that if some ‘Extra Dum’ gets added to the smooth, fresh, crisp taste of Kingfisher, the result is an unbeatable, unique brew that delights beer lovers all across.FlavorSweet & full bodied with fruity note & alcoholic note finishing with a perceptible bitternessTextureHeavy, thickColorDeep GoldenAfter Taste-Shelf Life6 monthsPacks650 ml bottle, 330 ml pint, 500 ml can, 330 ml canAlcohol

Marketing Mix Analysis:Kingfisher History: Parent company of Kingfisher, United breweries was established in 1857 with the name Castle breweries. It was renamed to United Breweries in 1915 and started manufacturing beer from the year 1944 under the label Exports Beer. UB group started exporting beer to Middle-East from 1974 and in the year 1978 it launched Kingfisher brand.Market Position: It is the largest selling brand in India and commands more than 30% share in the beer market. In 2005-2006 it recorded 28% growth.Target markets: Kingfisher has two different products for different market segments.

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.

Hangover due to heavy consumption is very mild

Place : – It is available throughout India, and is dominant particularly in South and West India.UB has 16 company-owned breweries apart from nine contract breweries in 20 different locations across the country.Kingfisher also has a presence in 60 countries.Kingfisher also has an online marketing system. Any consumer can go to www.Kingfishernetshop.com and get their beer- a mini mum of six bottles home delivered. This move has been a big draw with info tech professionals and district women drinkers.It also has some sixteen hundred shops apart from pubs and bars. Better retailing outlets are also to be opened under the Kingfisher Brand.Kingfisher also has tie-ups with large department stores like for retailing its Beers.Kingfisher also has association with number of Very Classy, Up-market & Stylish bars & lounges which goes hand in hand with its brand image.

Promotion : – Kingfisher tagline ‘King of good times is one of the most popular and most successful tagline in India.Since advertising of liquor is banned in India, Kingfisher uses surrogate advertising methods like using mineral water and sodas.

Aggressive advertising at Outlets & Pubs.Recently it also started merchandizing sports goods and trendy clothing and accessories under Kingfisher brand name.Each year Kingfisher brings out new calendars featuring top models in swimwear.Kingfisher also promotes itself by sponsoring events like fashion shows, sportspersons like Narain Karthikeyan, East Bengal soccer team. UB promoter also acquired a Formula- One team (Force India).Kingfisher also deals in sports merchandising starting with an ad featuring Sourav Ganguly and Ajay Jadeja in 1997.With the launch of Kingfisher airlines combined promotion is possible which helps the brand promotion a lot. Kingfisher also ventured into other businesses with same brand name making the brand more visible and publicity easier.Kingfisher recently tied up with NDTV for their new lifestyle channel NDTV Good Times for five yearsAnd 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.

SOCIAL RESPONSIBILITY

Mission:To contribute positively to the community well being.

Objective:Undertake a comprehensive social development program in the identified areas to promote.

1. Primary Education

Provide children with quality education and nutrition which will kindle their interest to study as well as encourage families to support their education.

It includes : •Awareness programmes •Infrastructure for existing schools•Financing payroll of teachers or support staff appointed •Providing meals

2. Primary Health Care

To make primary health care more accessible and affordable.

It includes :•Awareness programmes •Health Camps Providing infrastructure to existing dispensaries, clinic

3. Water Availability

Promote conservation of water resources and facilitate access to clean and portable drinking water.

It includes :•Rain water harvesting•De-silting of tanks/ponds or other water bodiesProviding portable drinking water to communities

2 PRODUCT