Marketing Mix of Kingfisher Beer and 4Ps (Updated 2024)

The Marketing mix of Kingfisher Beer analyses the 4Ps of Kingfisher Beer, which includes the Product, Price, Place, and Promotion of Kingfisher Beer. Kingfisher Beer is a subsidiary of its parent company, United Breweries. It is of Indian origin and the business was founded in the year 1978. The brand is associated with the beverage industry as it deals with the manufacturing and marketing of beer. In 2014, it ranked 198th in terms of the most trusted brands in India. It faces competition from the following brands-

• Guinness
• Budweiser
• Carlsberg
• Coors Lite
• Crown Lager
• Heineken

About Kingfisher Beer

• Type: Beer
• Industry: Brewing
• Founded: 1857
• Founders: John Baptista Murphy
• Headquarters: Bangalore, Karnataka, India
• Area served: India, 52 other countries
• Current CEO: Deepika Narayan Singh
• Number of employees:  Over 20,000
• Major products: Kingfisher Premium Lager, Kingfisher Strong, Kingfisher Ultra, Kingfisher Blue, Kingfisher Cider

Kingfisher Beer Product Strategy

The alcoholic beer market has been on the rise in India, and Kingfisher Beer has been able to carve out a unique and successful place of its own in the beer market, estimated at more than 3,000 crore rupees. Kingfisher is an international brand that stands for youth and excitement.

It is available in bottles, pints, slim cans, and cans. Its products have a maximum alcohol content of 4.8%. Some variants in its product kit are as follows-

• Kingfisher Strong
• Kingfisher Ultra Max
• Kingfisher Blue
• Kingfisher Buzz
• Kingfisher Ultra
• Kingfisher Premium
• Kingfisher Strong Fresh
• Kingfisher Draught
• Kingfisher Red
• Kingfisher Lager

Some of its related products are as follows-

• Bullet
• Kalyani Black Label
• London Pilsner
• UB Export
• Zingaro
• Kingfisher Bohemia

The product mix of Kingfisher Beer in 2023 is as follows (Source)

1. Kingfisher Premium Lager: Their flagship beer is known for its mild, refreshing taste and a slightly bitter aftertaste. It’s a light lager that appeals to a broad audience.
2. Kingfisher Strong: With a higher alcohol content, this variant is more robust and has a fuller body. It’s popular among those who prefer a stronger beer.
3. Kingfisher Ultra: Targeted at the premium segment, Kingfisher Ultra is known for its smooth, mild taste. It’s often positioned as a more sophisticated choice.
4. Kingfisher Ultra Max: An extension of the Ultra range, this beer has a more robust flavor and higher alcohol content, appealing to those looking for a premium yet potent beer experience.
5. Kingfisher Blue: Aimed at the young and adventurous crowd, this robust beer variant offers a unique and refreshing taste.
6. Kingfisher Storm: A relatively newer addition, Kingfisher Storm is marketed as a strong beer with a smooth taste, catering to the evolving preferences of modern beer consumers.
7. Kingfisher Buzz: This is a range of flavored alcoholic beverages (not technically beer) offered by Kingfisher. It comes in various fruity flavors and targets a younger, experimental audience.
8. Non-Alcoholic Options: Recognizing the growing demand for non-alcoholic beverages, Kingfisher has also ventured into this segment, offering non-alcoholic versions of their popular beers.

Kingfisher Beer Place Strategy

Kingfisher Beer occupies 36% of the market share in India and has extended its presence to nearly sixty-nine countries, including Japan, Canada, New Zealand, and Norway. It has allied with Scottish and New Castle Plc, brewery world giants, so that it can use its international network in its favor. Kingfisher has a widespread distribution network to market its products.

It has tie-ups with several retail companies that help distribute its products in various outlets so that they are easily obtainable in bars, pubs, liquor shops, hotels, restaurants, and clubs. The brand has extended its association with airports so that its product is served in various lounges. Kingfisher beer has created a robust distribution channel via an online marketing system and is now available with a single click of a mouse.

The place strategy is as follows:

1. Wide Distribution Network: Kingfisher Beer has established an extensive distribution network that covers a vast array of retail outlets, bars, and restaurants across India, ensuring easy accessibility for consumers.
2. Global Presence: Beyond India, Kingfisher has successfully penetrated international markets, available in over 50 countries, which helps build its brand as a worldwide icon of Indian brewing.
3. Strategic Partnership with Retailers and Distributors: The company forms strategic partnerships with local and international distributors and retailers, optimizing its supply chain and ensuring efficient distribution.
4. Localized Manufacturing: To meet regional demands and adhere to local regulations, Kingfisher often utilizes localized brewing and bottling facilities, which aid in cost reduction and product freshness.
5. Digital and Online Platforms: Embracing the digital age, Kingfisher has ventured into online sales channels, partnering with e-commerce platforms and offering home delivery in select areas to cater to evolving consumer purchasing behaviors.

Kingfisher Beer Pricing Strategy

Annual consumption of beer is on the rise in India compared to other countries because of changes in lifestyle and a reduction in general prices of beer. Kingfisher is a premium brand and serves high-quality beer. It faces fierce competition from other entrants in this market but has not let this factor affect its pricing or marketing strategy.

The brand has maintained an aggressive and competitive strategy by adopting a premium pricing policy for its qualitative products and services. It has sent a strong message that it will not be compromising the quality of its products even if it has to increase its prices marginally higher than rival brands. This has worked in its favor and resulted in the success of the pricing policy, thus increasing revenues.

Kingfisher Beer’s pricing strategy is a well-calibrated blend of market penetration, competitive positioning, and value-based pricing, tailored to cater to a diverse consumer base while maintaining its brand value. Here’s a breakdown:

1. Segmented Pricing Approach: Kingfisher implements a segmented pricing strategy, offering different products at various price points. This approach caters to a wide range of consumers, from budget-conscious buyers to those seeking premium experiences.
2. Competitive Pricing: In highly competitive markets, Kingfisher strategically prices its products to be competitive with other beer brands, ensuring they remain an attractive choice for price-sensitive consumers.
3. Geographical Pricing Variations: Recognizing the diversity in economic conditions across regions, Kingfisher adapts its prices geographically. This flexibility allows the brand to remain competitive and accessible in different markets, from urban centers to rural areas.
4. Promotional Pricing: Kingfisher often uses promotional pricing strategies, including discounts, happy hour prices, and bundled offers, especially in collaboration with bars and retail outlets, to drive sales and attract new customers.
5. Value-Based Pricing for Premium Segments: The brand employs a value-based pricing strategy for its premium products, like Kingfisher Ultra and Ultra Max. This reflects the quality and brand prestige, targeting consumers willing to pay more for a superior beer experience.

Kingfisher Beer Promotion Strategy

There is a ban on advertising alcoholic beverages in India, and it takes some maneuvering to find the proper advertisement for its audiences. It has a descriptive tagline, The Kingfisher Airlines of Good Times. Kingfisher Beer has adopted Surrogate marketing to promote its products in India. In other countries where it is not banned, it has adopted the usual methods of advertising directly with the help of some beautiful ad campaigns. Ads are shown on television, in magazines, and on hoardings.

Kingfisher Beer’s promotion strategy is multifaceted, focusing on aggressive advertising campaigns across various media, including TV, print, and digital platforms, to enhance brand visibility. The company also heavily invests in event sponsorships, notably in sports and music festivals, to engage directly with its target audience. Additionally, Kingfisher leverages social media, influencers, and marketing strategies to create a trendy, youthful brand image and connect with a digitally savvy consumer base.

The company has utilized social media to gain maximum coverage and advertises via Twitter, Facebook, Instagram, and blogs. It has been associated with the sports and fashion industry to create brand visibility. To develop positive hype about its brand, Kingfisher has roped in several supermodels over the years to feature in its calendars and advertisements, like Maya Hendricks, Deepika Padukone, Noyonita Lodh, and Aisha Sharma. Kingfisher has also entered into several sponsorship deals, like its association with the IPL cricket team in India, and famous cricketers Sourav Ganguly and Ajay Jadeja have acted as its brand ambassador.

Some Recent Video ads and Print ads of Kingfisher Beer are:

Varun Dhawan and Rashmika Mandanna ‘spread the cheer’ in new Kingfisher campaign, ET BrandEquity (indiatimes.com)

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