Kingfisher Marketing Plan



Kingfisher Marketing Plan

The Kingfisher - symbol of natural-quality fresh beer "from the heart of nature"

Introduction

One of the world's most consumed alcoholic beverages is beer. After tea and water, it is the third most popular drink all around the world. Brewing industry is huge and global business includes many dominant multinational companies and various thousands of small manufacturers ranging from regional breweries to brewpubs. Today the world is highly competitive, in which companies must maintain continuous improvement, followed by product innovation and services in order to position itself in the market. However, there are companies that enjoy not only high rankings but are also leaders of the market Kingfisher remains market leader in India and various other countries. It has started to expand its operations in Canadian market. However it required effective marketing tool to attain growth in Canadian market. This paper deals with a detailed discussion on marketing strategies for Kingfisher beer which would be effective for the company in attaining growth in Canadian Market. Sales promotion, integrated marketing communication plan, direct marketing, marketing mix, SWOT, advertising and other marketing procedures of Kingfisher beer are to be discussed.

Aim/Purpose

The purpose of writing this research is to analyze various marketing strategies effective for Kingfisher Brand to attain success and growth in Canadian market. This extensive research will let readers to know about the important concepts and their application by Kingfisher beer. Canadian beer marketing has potentials and kingfisher effectively grab the opportunity by effectively marketing its product.

Methodology

The project is entirely based on secondary data because of lack of time and resource collection of primary data. The data for this project is collected from different online research papers, web pages, online database Ebesco. Moreover the marketing analysis is done on the basis of secondary data and knowledge collected from Kingfisher's website, text books and lectures.

United Breweries Group

Parent company of Kingfisher beer is United Breweries. United Breweries group is the largest brewer group in the India and second largest brewer in the world. This group is based in Bangalore. It all started with five breweries in South India. The Company is marketing majority of its beer under the brand “Kingfisher”. The company has also established a domestic airlines service in India naming “Kingfisher Airline”. The head of this company is Dr. Vijay Mallya, he is also Indian Parliament member. He bought the company in 1947 (mgmtfunda.com). Over Indian brewing market UB has now a near-monopoly and this is because of recent takeover of the rival Shaw-Wallace company. Now United States' Mendocino Brewing Company is owned by United Brewing group. Today each of the 32000 beer outlets in India is selling one or the other brand from produced by UB group. UB Ltd has 40% market share in India and is considered as market leader. The focus of company is on strong beer. The current objective of the company is to obtain 60% of the market with strong beer position in the market.

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