6ps analysis of Kingfisher & Heineken

1. UNITED BREWERIES
UNITED BREWERIES
INTERNAL 1
INTERNAL 1
RISHITA &
RISHITA &
PARIDHI
PARIDHI
presents
presents
COURSE NAME- RCP
COURSE NAME- RCP
COURSE CODE- BBAE18606
COURSE CODE- BBAE18606
SEMESTER- BBA VI SEM
SEMESTER- BBA VI SEM
DR. M. ZEESHAN
DR. M. ZEESHAN
KHAN
KHAN
SUBMITTED TO
SUBMITTED TO

2. 6P'S
UNITED BREWERIES
ANALYSIS

3. PRODUCT
United Breweries serves as an
alcoholic and non-alcoholic
beer that serves the purpose of
drinking which makes
teetotalers and toppers the
happiest.
It is available in bottles, pints,
slim cans and cans. Kingfisher
have a maximum alcohol
content of 4.8% while Heineken
have alcohol content of 5.4%.

4. PRICE
The brand has maintained an aggressive
and competitive strategy by adopting a
premium pricing policy for its qualitative
products. 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.
As its target customers are upper and
upper-middle class people they do not
mind shedding a few extra dollars for
qualitative products.

5. Alcoholic
Drinks

6. Water, Malted barley, Rice/Maize, Sugar, Ethyl
alcohol (generated in the process), Hops and Yeast.
CONTAINS PERMITTED NATURAL COLOUR (INS
150c)
upto 5% ABV
INGREDIENTS
ALCOHOL CONTENT (ABV)
KINGFISHER PREMIUM
The King of Good Times.
Forever the choice of young, modern India,
Kingfisher Premium truly lives up to the brand’s
renowned reputation. Brewed with high-quality
barley malt and a blend of premium hop varieties,
Kingfisher Premium is crisp and full of flavour. It is
the only beer that goes perfectly with every kind
of occasion.
Bottle: 650 mL, 330 mL
Can: 500 mL, 330 mL
SKU'S AVAILABLE BOTTLE
CAN
650 ML- Rs. 140/-
500 ML- Rs. 115/-
330 ML- Rs. 80/-
330 ML- Rs. 80/-

7. Kingfisher is a brand with a rich
renowned legacy. Crowned by all
as the “King of Good Times", it is
without a doubt, the most loved
beer brand in India. The iconic
taste of every Kingfisher,
especially Kingfisher Strong,
comes from a perfect balance of
flavour and refreshment. Every
batch we make goes through
the same rigorous process to
make it a full-bodied, flavourful,
and crisp beer with a distinct
aftertaste.
above 5% upto 8% ABV
ALCOHOL CONTENT (ABV)
Water, Malted barley, Rice/Maize,
Sugar, Ethyl alcohol (generated in
the process), Hops and Yeast.
CONTAINS PERMITTED NATURAL
COLOUR (INS 150c)
INGREDIENTS
Bottle: 650 mL, 330 mL
Can: 500 mL, 330 mL
SKU'S AVAILABLE
KINGFISHER STRONG
The King of Good Times.
BOTTLE
CAN
650 ML- Rs. 145/-
500 ML- Rs. 115/-
330 ML- Rs. 90/-
330 ML- Rs. 80/-

8. Water, Malted barley, Rice/Maize, Sugar, Ethyl
alcohol (generated in the process), Hops and Yeast.
CONTAINS PERMITTED NATURAL COLOUR (INS
150c)
above 5% upto 8% ABV
INGREDIENTS
ALCOHOL CONTENT (ABV)
KINGFISHER ULTRA MAX
Kingfisher Ultra Max is a strong, refreshing lager
made from the finest ingredients. It's clean and
distinct taste have made it an instant crowd-
pleaser, with every bottle of Ultra Max reflecting
the spirit of living life to the maximum.
Bottle: 650 mL, 330 mL
Can: 500 mL
SKU'S AVAILABLE
Kingfisher Ultra Max is a strong and
refreshing lager.
BOTTLE
CAN
650 ML- Rs. 220/-
500 ML- Rs. 180/-
330 ML- Rs. 160/-

9. KINGFISHER ULTRA
Kingfisher Ultra is a lager known for
its smooth taste.
Water, Malted barley, Rice/Maize, Sugar, Ethyl
alcohol (generated in the process), Hops and Yeast.
CONTAINS PERMITTED NATURAL COLOUR (INS
150c)
upto 5% ABV
INGREDIENTS
ALCOHOL CONTENT (ABV)
Made from the finest barley and hops, Kingfisher
Ultra is a premium lager known for its smooth
and refreshing taste. Along with its celebrated
flavour, the Ultra brand name has also become
synonymous with the culture and experiences the
youth of today vibe with.
Bottle: 650 mL, 330 mL
Can: 500 mL
SKU'S AVAILABLE
BOTTLE
CAN
650 ML- Rs. 210/-
500 ML- Rs. 170/-
330 ML- Rs. 140/-

10. KINGFISHER ULTRA WITBIER
Ultra Witbier is an all-day
Belgian style wheat beer.
Brewed with all natural
extracts and new world
aromatic hops that impart
unique notes of orange,
coriander and other spices
making it eminently
refreshing and sessionable.
upto 5% ABV
ALCOHOL CONTENT
(ABV)
Water, Malted Barley, Malted
Wheat, Sugar, Wheat, Oats,
Natural Extract (Coriander,
Orange Peel), Ethyl Alcohol
(generated in the process),
Hops & Yeast.
INGREDIENTS
Bottle: 650 mL, 330 mL
Can: 500 mL
SKU'S AVAILABLE
Ultra Witbier is an all-
day Belgian style
wheat beer that is
eminently refreshing
and sessionable.
BOTTLE
CAN
650 ML- Rs. 200/-
500 ML- Rs. 170/-
330 ML- Rs. 140/-

11. Water, Malted barley, Rice/Maize, Sugar, Ethyl
alcohol (generated in the process), Hops and Yeast.
CONTAINS PERMITTED NATURAL COLOUR (INS
150c)
above 5% upto 8% ABV
INGREDIENTS
ALCOHOL CONTENT (ABV)
KINGFISHER STORM
Strong and smooth, this refreshing beer from the
house of Kingfisher appeals to those with a stylish,
bold and confident attitude. Live the Swag Life!
Bottle: 650 mL
Can: 500 mL
SKU'S AVAILABLE
Easy-drinking strong beer that is
smooth and refreshing.
BOTTLE
CAN
650 ML- Rs. 185/-
500 ML- Rs. 140/-

12. Water, Malted barley, Rice/Maize, Sugar, Ethyl
alcohol (generated in the process), Hops and Yeast.
CONTAINS PERMITTED NATURAL COLOUR (INS
150c)
above 5% upto 8% ABV
INGREDIENTS
ALCOHOL CONTENT (ABV)
KINGFISHER BLUE
Experience the rush of blue.
The adventurous blend from the finest malted
barley gives you a strong beer with the right
smoothness and great after taste.
Bottle: 650 mL
Can: 500 mL
SKU'S AVAILABLE
BOTTLE
CAN
650 ML- Rs. 140/-
500 ML- Rs. 115/-

13. Water, Malted Barley, Ethyl Alcohol(generated in
the process), Hop Extract and Yeast.
upto 5% ABV
INGREDIENTS
ALCOHOL CONTENT (ABV)
HEINEKEN
For over 150 years, a ceaseless commitment to
purity and quality have made Heineken the most
iconic beer brand in the world. When you see the
red-star on the green bottle, you know every ice-
cold, crisp sip will deliver that richly satisfying
flavor with subtle fruity notes.
Bottle: 650 mL, 330 mL
Can: 500 mL
SKU'S AVAILABLE
Brewed to be the best since 1873.
BOTTLE
CAN
650 ML- Rs. 230/-
500 ML- Rs. 180/-
330 ML- Rs. 150/-

14. Born in Amsterdam and crafted
with a unique slow-brewed and
extra matured technique. Amstel
is now enjoyed in over 100
countries around the world. The
beer represents the perfect
blend of smooth and strong
taste mastered since 1870. The
internationally acclaimed
smooth taste has been perfected
for an international string beer
drinking experience.
above 5% upto 8% ABV
ALCOHOL CONTENT (ABV)
Water, Malted barley, Rice/Maize,
Sugar, Ethyl alcohol (generated in
the process), Hops and Yeast.
CONTAINS PERMITTED NATURAL
COLOUR (INS 150c)
INGREDIENTS
Bottle: 650 mL
Can: 500 mL
SKU'S AVAILABLE
AMSTEL BIER
International Strong beer, Enjoyed in over 100 countries
BOTTLE
CAN
650 ML- Rs. 140/-
500 ML- Rs. 105/-

15. Non-
Alcoholic
Drinks

16. The sun is shining bright, the roads
are winding - it is just beautiful!
You and your friends soak in the
weather as you drive, having the
time of your lives! And just when
it's time to recharge, you make a
quick pit stop. You grab a cool
citrus beverage which refreshes
you like no other. You pick up a
Kingfisher Radler! Kingfisher
launches for the first time ever in
India, Radler, a soft drink with 0%
alcohol! With 100% natural
ingredients and 30% less sugar,
this refreshing non alcoholic drink
is available in three zesty flavours
of Ginger Lime, Lemon and Mint
Lime. Hydrate and refresh with a
Radler.

17. HEINEKEN 0.0
Heineken is an alcohol free
beer with the refreshing and
fruity notes from Heineken
unique yeast combined with
a soft malty body resulting
into brewing a great tasting
0.0% alcohol lager beer.
Master brewers started from
zero and spent years
exploring, brewing and
tasting before they finally
created a recipe defined by
its refreshing fruity notes
and soft malty body
perfectly balanced.
‎
Nut Free, Vegetarian, Alcohol Free
SPECIALTY
‎
Water, malted Barley, Hop
extract, natural flavouring
INGREDIENTS
Bottle: 330 mL
Can: 200 mL
SKU'S AVAILABLE
BOTTLE
CAN
330 ML- Rs. 110/-
200 ML- Rs. 70/-

18. PLACE
UB has been able to spread and become a
worldwide distributor of beer. Today, the company
products can be found in many countries, with the
Kingfisher Premium Larger beer being popularly
found in at least 69 countries.
They have created a robust distribution channel via
online marketing system and has tie-ups with
several retailers that help in distribution of its
products in various outlets so that it is easily
obtainable in bars, pubs, liquor shops, hotels,
restaurants and clubs.

19. Heineken
Heineken connects with consumers through
marketing activation campaigns based on its
global sport, music and film platforms. In India,
the it has focused on activating the brand at
premium pubs, bars, lounges, restaurants and
retail outlets to drive awareness and trial.
Digital activation and social media will be used
extensively to ignite conversations and
connect with its consumers.
Kingfisher
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 help of some beautiful ad
campaigns.
Kingfishers are the main sponsor of the IPL. They
get very strong customers from this partnership
and also get a good amount of brand awareness.
PROMOTION

20. PEOPLE
The target audience is
mainly millennials from
the drinking age to the
late 60s. This is the age
where most people have
the urge to drink and
that’s when United
Breweries comes in.

21. PRESENTATION
The brand has consistently used
red, blue and green color across all
of its packaging, including bottles,
cans, and merchandise. The colors
are eye-catching and helps the
brand to stand out on store
shelves. This has helped to
increase brand recognition and
improve sales.

22. Geographic
Segmentation
Demographic
Segmentation
Psychographic
Segmentation
Behavioural
Segmentation
SEGMENTATION

23. Heineken
Heineken's target consumer is men in the age
of 20-35 years old. This is why the beer brand
continues to position its products as drinks for
friends, good times, and coming together. It is
the approach to internationalism, in that
Heineken is for everyone and excludes nobody
The brand has significant places in two key
cultural spaces of young adults - sport and
music - and presence in films.
Kingfisher
Kingfisher has been especially positioned itself as
a fun, exciting and sporty brand among the
Youth. Kingfisher associates itself with many
sporting events, fashion shows, calendars,
cooking events, music etc.
They especially use Surrogate advertising to
create brand awareness. So, they promote music
CDs with their brands like Mc Dowell’s music
CDs and sodas.
POSITIONING

24. THANK-YOU