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Presented By SURYA PRAKASH 12 UMA SHANKAR 32 AMARENDRA 31 BHAVESH 04 RAVI SHEKHAR 50 MARKETING STRATEGY

1857 - Mr. Thomas Leishman formed United Breweries Ltd. 1947 - Mr. Vittal Mallya became the first Chairman of Indian Origin. 1983 - Dr. Vijay Mallya became the Chairman of the UB group. Introduction “ Beer is proof that God loves us and wants us to be happy.”

M I S S I O N T o be the recognized leader in our target markets. T o be the preferred employer wherever we operate. T o recognize the value of our human assets. T o be the partner of choice for customers, suppliers, and other creators of innovative concepts “ Alcohol may be man's worst enemy, but the bible says love your enemy.”

B eer A irlines F ashion C ollection S ports S wimsuit C alendar

Classifications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

B EER M ARKET S HARE I n I NDIA

K INGFISHER B RAND M ARKET S HARE ( BEER )

F ighting C ompetitions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A nalysis kingfisher beer….

P orters 5 F orce M odel A pplied t o B eer I ndustry

P orters 5 f orce m odel Overall industry rating: high Moderate low Threat of new entrants. X Bargaining power of buyers. X Threat of substitutes. X Bargaining power of suppliers. X Intensity of rivalry among competitors. X

T hreat o f N ew E ntrants ,[object Object]

B argaining p ower o f b uyers ,[object Object],“ The worse you are at thinking, the better you are at drinking”.

T hreat o f s ubstitutes ,[object Object],[object Object],“ It takes only one drink to get me drunk. The trouble is, I can't remember if it's the thirteenth or the fourteenth.”

B argaining p ower o f s uppliers ,[object Object],[object Object]

[object Object],[object Object],I ntensity o f r ivalry a mong c ompetitors “ Drinking is a way of ending the day”

S W ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

O T ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

S ource o f i nformation ,[object Object],[object Object]

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