Kingfisher

Visa Malay inducted schoolmaster man be onment and implement different methods and theories to die the comp some(prenominal) to planetaryize the company. Since then Kingfisher has gone(a) on to become the undisputed king in the Indian beer commercialise. Kingfisher at present has impressive bed c overing of manufacturing facilities through out(p) the whole country. Quality and hygienics atomic repress 18 the key elements for its securities industrying ism success. Its flagship stag Kingfisher, has achieved international recognition consistently, and has win some(prenominal) awards in external Beer Festivals. KingfisherPremium la mount upr beer is oc on greenbackly functional in 52 countries and cash in ones chipss the way amongst Indian beers in the International market. It has been ranked amongst the sneak 10 speedy emergence grimes in the I-J. Today individually one of the 32,000 Beer outlets in India sells one label or the some other from unify Breweries. fall in Breweries limited has a 48% voice in the Indian beer market. S. W. O. T ( might, Weaknesses, Opportunities and Threats) depth psychology A SOOT analysis is a structured approach to evaluating the strategic smirch of a patronage by identifying its strengths, weaknesses, opportunities and threats.It provides a simple method of synthesizing the results of the marketing audit. Strength Kingfisher is a true global Indian icon and is in addition known today as a premium cosmopolitan tag. It has the realest worldwide distri un slightion system and is available in 52 countries worldwide. It is a worldwide known brand with sponsorship in Formulae, Indian Premier League and title sponsors of England and Wales play Boards National Championship knock out controversy due to this it has excellent brand visibility. It in any case has immense financial fill-in from PUB Group. WeaknessKingfisher usually focuses on fond beer market as it is loosely advance in India alone non in other countries and then market maturation is slow. Due to the current high aim and worldwide distribution system legion(predicate) opportunities atomic number 18 lost as in that location is slight availability. Opportunity Due to the current trend of beer among the young tidy sum Kingfisher has a handle of benefit by global market expansion. The ever-changing culture and modus vivendi of Indian mickle has also change magnitude the beer consumption. Threats The inebriantic suck manufacture is highly taxed and has certain regulations thus has a locoweed of violation on Kingfisher.Advertising for alcoholic beverage has been banned in India as it is considered to be a taboo. negative perceptions virtually waterspout beverages ar wide super C. Kingfisher faces huge aspiration from international companies bid Heinlein, Scrabbles and Budweiser. P. E. S. T. L. E Analysts 2 PESTLE stands for political, economic, neighborly, technological, ratified and surrou ndal. PESTLE analysis is a process, to serve up understand the overall market environment for a particular effort, business, product, or project. It is much a key part of strategic marketing and business planning.PESTLE deed overs an organization to go in depth into heir current status and weaknesses. Political factors- Minimum potable age The borderline swallow age in India is 21 geezerhood whereas in European countries is 18 thus minimum d rinking age affects the alcohol business in an fundamental way. People mucklestairs the permitted age cannot sustain alcohol flat if they pauperism to. Kingfisher beer is adversely affected in term of gross gross gross sales. Banned advertisements India is a spring chicken country thus advertising of alcohol products has been a subject of continuous turn over betwixt the government, the alcohol persistence, health gatherings, policy makers and the public.Advertising in alcohol pains is do for brand choice and also it i s a fair tool but ban advertising reduces market entry of freshly firms and thus also reduces aw atomic number 18ness among the consumers about the product. Economic factors- Taxation and Policies India has a really large young population and dependable beer is nearlyly privilegeed but tranquil evolution of beer has some restrictions and complications which are in the chassis of taxes and policies implemented by the land governments.Taxes and policies are different from introduce to differentiate and some subjects do not allow alcoholic products brewed and manufactured from other states. The highest taxes are mostly levied by northern states much(prenominal) as Attar Pradesh, Punjab, Maharajahs and Delhi. All of this has a great impact on the sales of United Breweries and other brands but thither are also many obstacles such as the government has banned the advertisements of any sorts for alcoholic products. Economic yield and per capita income With to a greater exte nt than 60% of Indians younger than age 25 consumption of alcohol is samely to change magnitude in the approaching years.Due to continuous growth rate and growing economy mess are getting richer day by day and also are their gustatory perceptions as more large number re drinking beers and hard liquor which is a very motionual sign for the growing alcohol industry. With the growing middle class and modern sell formats, taxation policies adopted by the state governments depart act in favor of the growing beer industry in the coming future which will help fall in breweries and other brands in achieving their desired goals. Socio-cultural factors- cultural restriction India is a country with many religions and some of the religions prohibit drinking alcohol.This has a huge impact on the sales of alcohol brands. Violence through alcohol There is strong association between wildness and drinking. Violent expression is occurred in all communities it is caused mainly due to ov er consumption of alcohol. alcoholic drink detestation and violence is caused mainly due to poor maternal(p) modeling and mental stress. Drunken driving force cases are some of the main causes of passage accidents. But through proper social norms and public education, violence and alcohol abuse can be tackled. Individual factors also play a very important role.Population India is the second largest country in terms of population and PUB group has a unique rand name thus volume tend to consume their products. PUB group has a 48% share in the beer market thats why it is known as the king of beer market in India. scientific factors- Scientific studies In a brisk scientific research it has been confirmed that people who drink moderately hand over a lower seek of premature demise as compared to people who do not drink at all. Consumption of alcohol moderately leads to a reduced risk of cardiovascular diseases and obesity whereas people who drink in excess bear a negative im pact on their health. hush effluent treatment Compared to westerly countries where stringency of spent wash and its usage as an animal additive is a common practice, this process is not followed in India because Indian spent wash contains a higher(prenominal) level of in ingrained substances which are give to produce a laxative effect if the consumption of feed is not monitored. environmental factors- Pollution A lot of peeing pollution is caused when the beer is make, the manufacturing of beer consists of ternion processes namely readiness of malt, beer worth and fermentation.These processes involve a lot of rinsing and cleaning as beer is made of barley and alt is prepared from it for brewing. The sewer water contains a lot of solids, detergents, soluble and insoluble organic materials. The wastewater is almost trio times more concentrated than sewerage but there are no toxic contaminants and most of the water is biodegradable. To act as the quality of discharge standar ds anaerobic biologic treatment is done so that the organic concentration of wastewater is reduced.Legal environment- historic period factor In most European countries the age of drinking is 18 but in India where people are allowed to pick out at this age are not permitted to drink. In India the alcohol consumption is allowed after 21 years but in some states it is 25. Despite the number of people who are below the ages of 25 years the beer industry has a huge dominance if the current drinking age is lowered. Alcohol is considered a taboo in India as the culture and traditions are different than that of western countries. 5 Market Analysis- The beer industry is still growing in India and it is estimated to be over 30 billion (in rupees).Overall annual consumption of beer is around 23000 million elites (fugues of 2011) the beer industry is growing at a yearly rate of 7% to 9%. The major(ip) players of beer industry are Gabrielle and United Breweries. The beer industry is corres pondingly to face more competition from outside(prenominal) brands such as Scrabbles, Heinlein, Budweiser and Corona. Beer markets like USA and Europe have seen a flat growth whereas consumption in the Indian market has increased tremendously. In India beer sales have seen a rapid increase as compared to other alcoholic drinks.International beer companies like Budweiser, Scrabbles and Heinlein are well realized in western countries but are still facing tough competition from Kingfisher which is the king in he beer industry of India with a 48% share. With more than 80% of market controlled by united breweries and Gabrielle, foreign brands are even so to find their feet on the ground. Kingfisher posted a profit forward tax of RSI. 1475 million in the starting time-year quarter of this year ending on 30th June 2012. Strong beer continued to overcome with a growth of 23% in sales volume.Intensity of competition The intensity of rivalry competitors is sooner moderate as in case there is quite a rise in regulatory and sanctioned burdens, manufacturers get together so that competition between them is lowered as they have to ensure their profit. Threat of new competitors The Indian beer industry is currently growing thus it is attractive for new players but with the superior force of United breweries and Gabrielle already constituted it has been very difficult for foreign brewers to flip ones wig and overthrow Kingfisher which is currently leading in beer consumption.Threat of substitute Brands like Kingfisher face bring forward competition from substitutes like wine, vodka and whiskey, which are mostly favored in India as beer industry is still developing, it still has to get a bigger consumer fundament which spirits do have but due to the changing rend and growing Indian youth population beer industry best is yet to come.Suppliers bargaining ply Barley which is the most important product for brewing is quite cheaper and available in plenty and other inputs used to brew are also cheaper as there is a huge number of suppliers thus suppliers have slight bargaining power. 6 clients bargaining power It has been seen that customers are more powerful when their purchases form a large portion of sellers sales but if there are less number of players in the market people dont look at the quality but the product and thus they have less control over rice.Classification of beer Lager Ale stout Creamy Ale Malt Plainer Porter mature Kingfisher mild For young people provided for fun People who drink for the first time mainly for experience Kingfisher strong People who drink regularly Those who want beer to be stronger mostly favored by people 25 and above THE index OF GOOD TIMES As the punch line suggests Kingfisher has positioned its brand for people who want to socialize, troupe or have fun. 7 Customer Analysis- The beer industry in India has a wide consumer base and people rink alcoholic beverages mostly for celebrating an event or so cializing.Unlike western countries people in India are allowed to consume alcohol after the age of 21 in most states and spirits are given more pick outence. United breweries have a strong base in spirit and beer industries. Kingfisher is at the top of the list in consumption of beer. Consumer behavior India is a developing country with a large population of middle-class people thus people tend to consume beer occasionally. Whiskey, vodka and wine were given more preference but the beer industry is yet to prepare its potential and is growing at a very cast rate.Products like Kingfisher and Harvards 5000 have shown excellent progress so farthermost as they are already conventional in the beer industry. International brands like Budweiser, Heinlein and Scrabbles are still struggling to establish their brand among the people as they are big-ticket(prenominal) than Kingfisher and Harvards products, this is mainly due to taxes and regulations by the state governments which usually ar e hard on alcoholic companies. In a juvenile survey it was shown that one in three beers drunk in India were of Kingfishers. Consumers always prefer the cheapest product ND good hold dear which Kingfisher effectively delivers.Recommendations- Kingfisher is famous for its marketing and sponsorships in major sporting events and spends a lot of money on it per year. It should concentrate on renewal and development of new products which will help it increase its brand observe in other western countries where there is even a larger market for its product and there are no restrictions on advertising. Retailing its beers with more number of large departmental stores. Advertising its brand Kingfisher by entrance into different industries like water, soda of which advertising is allowed. This will lead to more brand awareness.Developing innovative and new packaging for its beer. It should concentrate on innovation of a new product which has elements of a spirit and a beer. 8 goal- King fisher has a huge potential of expanding the beer market in India as the per capita income of the people is revolt and so is the consumption. Kingfisher also has a cordial of monopoly over other brands as it is already well established and sells its product at a cheaper rate than the new competitors entering the Indian beer industry. The negative perceptions about alcohol consumption have gone down and he beer industry will decidedly show a lot of growth in the coming years.