Kingfisher Beer Mkt Essay Example

primarily includes young adults and professionals aged between 20-40 years old with an increase in upper and middle-class households expected by 2025. The working class constitutes major consumers with higher disposable income predominantly concentrated in urban areas including metros and Tier 1 cities. Recently there has been an increase in female urban drinkers who prefer light drinks that can be targeted as a viable segment. The objective is to attract first-time users along with loyal customers from other brands to switch to Kingfisher beer resulting in a growth rate of consumption up to 12.X leading to increased revenue generation. However, due to the cost factor compared it is not widely consumed by the general public but remains popular among those with higher-income levels.The following graph depicts the correlation between per capita beer consumption and average income in different countries. India, being a diverse nation with 28 distinct states, has various regulations governing the sale and promotion of alcoholic beverages, including a ban on advertising. Kingfisher Beer dominates the market share in metropolitan areas and Tier 1 cities like Bangor, Changing, Delhi, Kola, Iambi, and Pun. However, the company's current focus is on expanding its reach to Tier 2 and Tier 3 cities due to an anticipated surge in beer demand resulting from population growth and an increase in working professionals by 2030. As shown in the graph below that primarily focuses on youth populations as potential consumers, there is expected to be a significant upswing of around 20% among young adults alone. It is noteworthy that legal drinking age populations have risen considerably across India despite state-level differences; hence promoting Kingfisher Beer requires careful consideration

of these varied laws regulating alcohol sales at regional levels. Advertising any kind of alcohol through mass media platforms remains strictly prohibited while drink consumption rules differ from one state to another- some even prohibiting it altogether - whereas others impose age restrictions varying between18-25 years for different types of alcoholic beverages.Alcohol laws in India vary by state as it is on the State List under the Seventh Schedule of the Constitution. Liquor can be purchased at different establishments such as liquor stores, restaurants, hotels, bars, pubs, clubs and discos. However, private ownership of liquor stores is prohibited in certain states like Kraal and Tamil Undue where the state government is the only retailer. In other states, alcohol can be sold at groceries, departmental stores, banquet halls and farmhouses. Some tourist areas have special laws that allow for alcohol sales on beaches and houseboats.

To improve and increase sales of Kingfisher beer - which is widely available outside India - a specific marketing strategy has been developed to provide appropriate products that cater to customer needs while being budget-friendly. Effective communication with customers will also raise awareness about product quality. The target market has been carefully defined based on competitive advantages to avoid weaknesses.

The strategic approach involves establishing strong relationships with suppliers, distributors and retailers to support business growth through regular visits to ensure expectations are met. The strategy focuses on two pillars: pan-India easy availability and affordability.Our aim is to provide a personalized experience that caters to the unique preferences of our customers, while maintaining relevance and affordability. We plan to aggressively improve our supply chain and expand into untapped markets in Eastern and Northern

India. To tap into the rural and semi-urban market, we will introduce cheaper variants catering to price-sensitive audiences. In addition, we aspire to offer a more sophisticated beer at competitive prices, comparable with ultra-luxury foreign brands.

To improve distribution, we intend to set up dedicated KEF retail units and mini breweries near metro cities, targeting tier 1 and select tier 2 cities after studying consumption patterns for optimal results. We will implement surrogate campaigns such as cycle festivals, sports team support, music festivals, or social causes initiatives as part of innovative marketing promotions designed to enhance brand exposure.

Our goal is also focused on creating a new cafe model - functioning as a high-end coffee shop during the day transforming into an ultimate destination for high-end beer lovers in the evening. Dedicated beer houses that serve Kingfisher beer may also be introduced along with variations of cocktail flavors.To appeal to the emerging youth and women's markets, the product should offer milder beers with various flavors. Initial promotion packs can be used to gauge acceptance, followed by surveys to determine final flavor selections. Unique bottle sizes and packaging formats like 400ml bottles and mini try bottles in cans should also be introduced to differentiate from competitors. Additionally, a low-cholesterol beer variant catering towards health-conscious consumers in rural areas as well as cities should be developed. There is potential for growth in India's beer market, which currently experiences an increase of nearly 12%, but improvements could still be made compared to other countries like Brazil, Russia, and Australia with smaller populations. To expand marketing efforts into new segments such as youth and acquire local market players in high-potential areas,

KEF may need to open retail shops in metro cities while regularly assessing their marketing programs' effectiveness towards meeting objectives.Our plan encompasses various strategies such as tracking and follow-up, market segment acquisition, and the ability to reject unprofitable deals. In addition, it is essential to consider why individuals choose particular beers as part of our contingency plan. This decision often stems from factors like culture, lifestyle, food habits, sports preferences, and place of origin associated with a brand.

To promote Indian culture both within and outside of India, KEF should serve as an ambassador for this diverse nation. Similar to Pepsi's association with cricket in India, KEF can associate itself with the spirit of sports and Indian pride. Furthermore, by acquiring regular soft-drink consumers and transforming them into sophisticated beer enthusiasts—similar to Europe with soccer or Australia with rugby—KEF could target the youth market effectively.

Brand diversification is crucial for attracting hesitant youth customers who may be new to beer tasting. To avoid losing potential customers due to high-priced products in newly launched flavored beer drinks; they should be affordable and offered in larger quantities. By overwhelming customers' lives through change at once rather than gradually introducing new flavors over time makes it more likely that they will stick around.

The current distribution network is expected to meet future demand without major reform except for improving retail outlets' quality and opening Skiff's Youth-Cafes establishments. These cafes would provide customers a superior environment matched perfectly with their favorite KEF beer while offering slightly higher prices.KEF aims to redefine beer culture in India and attract the youth segment by promoting a new way of beer drinking. However, adequate promotional support

is crucial for success despite societal norms that make it difficult to target this demographic. To increase sales and profits, KEF plans to dispel myths about beer drinking through advertising messages that showcase it as a safe and healthy option. The subsequent phase involves using sports-related marketing strategies to portray beer as an integral part of youthful joy. This will involve bringing on board sports celebrities, running commercials aimed at youth, and organizing sports events to engage with the KEF spirit. By adding a little bit of beer into the mix, KEF can achieve the ultimate entertainment experience while increasing the youth's commitment to the game.