06-09-2012, 12:27 PM
Designing &implementing marketing strategic plan for Kingfisher PWD& RC Cola.
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HISTORY:-
The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group took its initial lessons in manufacturing beer from South Indian based British breweries. At the age of 29, Vittal Mallya was elected as the company's first Indian director in 1947. After a year, he replaced R G N Price as the chairman of the company.
United Breweries made its initial impact by manufacturing bulk beer for the British troops, which was transported in huge barrels or "Hogsheads". Kingfisher, the Group's most visible and profitable brand, made a modest entry in the sixties.During the 1950's and 60's, the company expanded greatly by acquiring other breweries. First was the addition of McDowell as one of the Group subsidiaries, a move which helped United Breweries to extend its portfolio to wines and spirits business. Strategically, the Group moved into agro-based industries and medicines when Mallya acquired Kissan Products and formed a long-term relationship with Hoechst AG of Germany to create the Indian pharmaceutical company now known as Aventis Pharma , the Indian subsidiary of the global Pharma major Sanofi-Aventis.
THE LOGO:-
The Pegasus, which is the symbol of the United Breweries, first found its place as the Group logo in 1940. Then, the Helladic horse – associated with beer and nectar in Greek mythology- carried a beer cask between the wings, ostensibly because beer formed the core operations of the Group. Later, the beer cask was removed to represent the Group’s multifaceted operations. Now, it is just the Pegasus.
PRESENT HISTROY:-
Sales of the United Spirits Ltd. are expected to exceed 60 million cases during the fiscal year 2005-06 making the Group the third largest manufacturer of Spirits products in the world. In addition, USL is one of only three in the world to own seven millionaire brands and at least five brands rated by Drinks International, UK, to be amongst the ten fastest growing brands in the world in their respective categories. The market share of the Spirits Division in India is currently 60% and exports to the Middle East, Africa and Asian countries are growing rapidly.
The UB Group’s Brewing Entity - called United Breweries Limited (UBL) - has also assumed undisputed market leadership with a national market share in excess of 50%. Through a process of aggressive acquisition and market penetration, The UB Group today controls 60% of the total manufacturing capacity for Beer in India. The flagship brand, Kingfisher is now sold in over 52 countries worldwide having received many accolades for its quality.
With plans to becoming a global player United Spirits Ltd. (USL), the flagship of the UB group, purchased the Scottish distiller Whyte and Mackay in May 2007 for £595 million (Rs. 4,800 crore)[1]. This would bring the brands of W&M like The Dalmore, Isle of Jura, Glayva, Fetter cairn, Vladivar Vodka, and Whyte & Mackay Scotch under its portfolio.
The UB group is also into manufacture of Fertilizers. The group company Mangalore Chemicals and Fertilizers Limited ( MCF )has factory at Panambur in Dakshina Kannada district of Karnataka.
KINGFISHER LIMITED:-
“The King of Good Times” is India’s best-selling beer, and from Mumbai to Delhi, the locals guzzle through millions of bottles annually. But although the brand commands up to 25% of its domestic market, unless you’ve visited India or are a part-time connoisseur of curries, you may not have recognized Kingfisher’s qualities as the perfect accompaniment to a chicken Vindaloo.
However, all that could change in the future as Kingfisher’s owners, United Breweries, have delivered their premium brand to the web in an effort to increase global awareness of their coveted flagship product.
The Kingfisher homepage is everything you would expect from the Indian-based brand. It is colorful and noisy (although the score sounds more Caribbean than Indian) and there’s plenty of animation to enhance the viewing experience. Areas of the site that are well worth a visit include the Fun n Beer section, where you can send E-cards to your friends or have a chuckle at the Beer Jokes; the Food section, which is a must for lovers of Indian cuisine; and the World section, which contains information about the history of United Breweries and the Kingfisher brand itself. Unfortunately, the facility to order Kingfisher beer and apparel online only exists for residents of Bangalore at present, so from an E-tail perspective, the site is limited to a fraction of its own indigenous market.
This feeling of constraint is also extended to other site areas and there are several sections within Kingfisher.com that are weak in terms of content and will need substantial embellishment if United Breweries are to make full use of the web as a marketing tool. The Sports pages are a good example of this as they simply contain a handful of paragraphs on Kingfisher’s sponsorship of past sporting events, rather than evangelizing what associates the emotional aspects of the Kingfisher brand with its chosen recreational partners.
ICEBERG FOODS LIMITED
About Company:-
We are quality pet performs manufacturers in india with state of the art technology husky injection molding system. We can offer preforms in 28 mm pco in 24,27.7,42& 48 GM. All performs are approved by pepsi. We use 100 % virgin material(pepsi approved).
We can sign long term contract and have a manufacturing facility at present of 300,000 preforms/day.