1. KINGFISHER BEER
PRODUCT LIFE CYCLE
BY
SUBHAJIT SAHA
NAVNEET DASS
BBA 4TH SEM

2. KINGFISHER AS A BRAND
Kingfisher stands for excitement and youth
Kingfisher, the bird known for its keen extinct and perfect aim
All its color represents youthfulness, energy, enthusiasm , freedom
with a touch of formality and discipline
ALL ABOUT KINGFISHER BEER
UB (UNITED BREWERIES LTD.) is the market leader in Indian
beer market with a 40% market share.
Its flagship Kingfisher brand alone commands 25% market share.
The company however has been focusing on strong beer, which
has driven its growth
The market is now skewed towards strong beer with more than
60% of the market is captured by strong beer market

3. 4P’S OF KINGFISHER BEER
1.PRODUCT-> Kingfisher has different product lines of beer
targeted towards different markets.
KINGFISHER PREMIUM BEER
KINGFISHER STRONG BEER
KINGFISHER DRAUGHT BEER
KINGFISHER BLUE BEER
KINGFISHER ULTRA MILD
2.PLACEMENT ->
Kingfisher has an online marketing system
It is available throughout India
Kingfisher has its tie-up with large retailers
Kingfisher has also its association with
various lounges which goes hand in hand
with its brand image
3.PRICE -> Kingfisher beer is very competitively and
aggressively priced than its competitors which makes it, the

4. highest selling beer brand in India but not compromising with its
quality.
KINGFISHER PREMIUM BEER->It is
priced between 35-65 Rs
KINGFISHER STRONG BEER->It is
priced between 40-70 Rs
KINGFISHER ULTRAMILD BEER->It
is priced between 60-115 Rs
KINGFISHER BLUE BEER->It is priced
between 40-70 Rs
KINGFISHER DRAUGHT BEER CAN-
>It is priced around 60 Rs

5. 4. PROMOTION->
Its tagline ‘King of good times’ is one of the most
popular and successful taglines
Kingfisher uses surrogate advertising since the
advertisements has been banned
It rolls out calendars and sponsors sports events
for promoting its brand
PRODUCT LIFE CYCLE
The product life cycle reflects sales and profits of a product over
different phases of its life. Here we will explain the product life cycle of
Kingfisher beer.
INTRODUCTION PHASE-> Kingfisher UB group’s most profitable
and visible brand made a modest entry in 1960’s. Predicting future
growth of beer market in India late Mr.Vittal Mallya started expanding
the company by acquiring other breweries. As beer consumption was not
so popular in India during 1970 UB group started exporting beer to
Aden and middle east in order compensate for the losses due to low sales
volume.

6. GROWTH STAGE-> The real boom came in 1980’s when Kingfisher
brand is launched newly by Dr.Vijay Mallya. While working in Calcutta
Mr.Mallya thought of creating an exciting brand as none of the existing
brand excited him. The first canned beer was also introduced by
Mr.Mallya in India in 1980’s. During this time television broadcasting
became widespread in India which also lead to the growth of Kingfisher
brand as people become aware of the brand. Another important factor
was the increase in per capita income of people when Indian economy
opened up in 1990’s.There were very few competitors in the market
which also worked wonders for Kingfisher brand. The brand also roped
Indian cricket stars like Ajay Jadeja and Sourav Ganguly in the late 90’s
for brand promotion and also sponsored West Indies cricket team which
went with the flamboyance and cool nature of the brand. The Kingfisher
brand saw phenomenal growth from 1985-1999. As beer market was
growing at phenomenal rate in India, in late 2000 various foreign beer
brands like Budweiser, Carlsberg ,Heineken, Fosters started entering
Indian market. By that time Kingfisher became well established brand in
the market capturing half of the beer market. But due to the entry of
foreign brands its market share started falling. The Indian customers
now don’t hesitate to experiment as they have enough choice in their

7. hands and they started shifting to premium beer category due to the
increase in per capita income and more number young people
consuming beer. Some of the main competitors of Kingfisher brand are
as follows:
SAB Miller-> Haywards, Royal Challenge, Fosters, Knock Out
Budweiser
Carlsberg (South Asian Breweries)
Heineken (Asia Pacific Breweries)
Castle lager
Cobra
So, here Kingfisher felt they should diversify and bring new products
into the market in order to increase market share. Kingfisher came up
with ultra premium beer to compete with global beer brands in India and
also to establish itself across the globe. Kingfisher came up with brands
like Kingfisher Blue, Kingfisher Draught, Kingfisher ultra mild etc. It
also came up with premium brand like Taj which is available mainly
outside India and few select stores. So Kingfisher created products for
every market where there was a gap in order to maintain itself as the no
1 beer brand in India. As a result Kingfisher brand again start growing at
a fast pace from 2001-2006.
Other UB
COBRA 9%Others 5% Brands 21%
SAB Miller 36%
UB Kingfisher
Brand 29%

8. SATURATION AND DECLINE STAGE-> Legendary brand like
Kingfisher hold a unique PLC shape as it experienced growth but also a
constant level of sales over a number of years which shows PLC model
have limitation for certain products and brands. There may be instance
that some beer brands under Kingfisher are not so popular. The Taj
brand is not so popular in India due to its high cost and unusual bitter
taste and Kingfisher Blue which didn’t do that well after its launch but
overall Kingfisher brand maintained a good market share which speaks a
lot about the growth and status of the brand.
PLC CHART OF KINGFISHER BEER

9. SOURCE OF INFORMATION
www.kingfisherworld.com
www.theubgroup.com
Wikipedia
www.oppapers.com
www.managementfunda.com
www.slideshare.com