14-11-2012, 05:29 PM
Beer Market In India
BEER MARKET.ppt (Size: 835 KB / Downloads: 39)
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.
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.
Kingfisher
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.
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).
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.
And 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.
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 complex
medical 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
Advertising
The distinctive "Oil Can" design was the brainchild of Foster's Group Marketing VP Jack McKimm. Other company higher-ups proposed a jumbo glass bottle, but a demonstration involving an old-timey oil can spout sold them on the idea. The distinctive can design has become synonymous with Foster's Lager.
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.