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STP Analysis of
different Beer Brands
By :Souvik SenSushant SagarSayantan KarSumitra Nandan SrivastavaPriyanka GhoshPuja Bhalotia
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Industry Overview :
The beer market in India is estimated to be over Rupees 3000corers.
Annual consumption of beer is over hundred 10 million cases.
Rising income the Indian consumer, change in age profile and
lifestyle as well as a reduction in beer prices are major factorspushing this growth.
In India, beer sales grew at nearly 90% compared to, less than
60% growth for other alcoholic drinks and according to industry
sources Indian beer market is expected to nearly double itself to 23.3million hL by 2012 from 12.5 million hL at present.
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More than 80% of the market is controlled by the two players, UB and SAB Miller.
While UB with brands like Kingfisher, Zingaro and Kalyani Black has a 48% market
share, SABs bouquet of acquired brands- Haywards, Royal challenge, Knock Out
and Fosters deliver a combined market share of 37%.
According to market analysts international brands excepting Fosters have made little
impression in India till date but according to these new entrants Indian beer market
just started to evolve and has a huge growth potential.
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Classification of Beer:
Lager: It is stored for a specified period before being bottled or canned.
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.
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STP Analysis of following Beer
BRANDS
1. Domestic: Kingfisher
2. International: Fosters
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Kingfisher
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. 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.
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Segmentation
Geographic segmentation: It is available through out
India and is dominant in particularly in south and west
India.
Demographic Segmentation- Age basis Youth: 16 to 25yrs. (kingfisher mild)
Adults: 25yrs & above (kingfisher strong)
Segmentation based on Situation:
Birthdays, Anniversary, New year parties etc.
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Target Market:
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Promotions:
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. UBpromoter also acquired a Formula- One team (Force India).
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Contd.
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 years
And finally the Sultan himself, Dr. VijayMallya, 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.
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Fosters
History: Fosters was established by two brothers W M and R R Fosters in
the year 1986. SABMiller is the parent company which runs Fosters group,
a premium global multi-beverage company delivering a total portfolio of
beer, wine, spirits, and cider non-alcohol beverages. In the 70s Fosters
started exporting to USA and UK and entered the Indian market in a 1998.
Fosters is considered as a consumer driven brand.
Market Position: Fosters belongs to the SAB Miller stable which is the
second largest beer company in India, in terms of market share. Till now it is
the only international beer brand which successfully captured a significant
share in the Indian market.
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Geographic Segmentation
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Segmentation
Geographic segmentation: It is available through out
India and dominant in north & south India.
Demographic Segmentation- 20-30 Age group with
low disposable income. Segmentation based on Situation:
Fosters maintained its Australian identity throughout
the spirit industry.
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Target Market:
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Promotion :
Australianness is the essence of Fosters brand image is promoted
in every market in the world. All Fosters lager theme advertising is
consistent with an Australian positioning.
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.
Since direct promotion is banned in India Fosters use surrogate
advertising method using mineral water of the same brand name.
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Contd.
Fosters promoted its brand by sponsoring various sports like
cricket, to enter the Indian market. Afterwards it withdrew from
cricket and started promoting sports like football, rugby, motorsport
etc.
Fosters is deeply committed to promoting responsible consumption. While Fosters 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.
Steeping into Mens Fashion apparels collections for better brandvisibility.
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Conclusions:
Traditional beer markets in Europe and USA are either flat or are in
a state of decline, whereas India still has a huge untapped market.
For this international beer companies are coming to India almost
every quarter.
Kingfisher, since its origin proved to be the marketing savvy brandand even though it was the largest selling beer brand but when
Fosters entered the Indian market Kingfisher sniffed possible
competition and invested heavily in brand visibility and positioning.
Kingfisher changed its logo and adopted a new logo and tagline,
sponsored the West Indian cricket team and also used the Indiancricketers to sponsor its product.
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THIS STUDY NOWHERE
ENCOURAGES ALCOHOLCONSUMPTION .
ALCOHOL CONSUMPTIONIS INJOURIOUS TO
HEALTH---
THANK YOU