United brewries Kingfisher Beer Vijay Mallya Allience

1. EMERGING NEW MARKETS
Presented By : NITIN WADHWANI
Email : nitin_wadhwani@yahoo.com

2. Brief :
• Founded – 1857 ByThomas Leishman
• UB started in South India in year 1915
• Owner –Vijay Mallya
• Multinational Beverages Company
• Headquarters – UB City, Bangalore,
Karnataka, India
• Revenue - US$ 4 billion (2011)
• Flagship Brand – ‘Kingfisher’(international
recognition consistently)
• Currently Operating in 52 Countries

3. Top Emerging Markets (Across the globe)
 CHINA
 INDIA
 EASTERN EUROPE
 SRI LANKA
 UNITED KINGDOM

4. 53%
27%
6%
14%
Market Share
United Breweries
SABMiller
Carlsberg
Others

6.  Head Office : UB City, Bangalore, Karnataka
 Breweries: 14 Owned
 Company Size : 1001-5000 employees
 Annual Per Capita Beer Consumption (India) : 1.7 litres
 22.3% Sales Growth : FY 2013
 Total Brands :
Kingfisher Premium
Kingfisher Strong
Kingfisher Strong Fresh
Kingfisher Draught
Kingfisher Ultra
Kingfisher Blue
Kingfisher Red
Kingfisher Bohemia
Zingaro
UB Export
UB Export Strong
London Pilsner Premium Strong
Kalyani Black Label Strong
Bullet

9.  Cheap Labour & Raw Material
 Development of Life Style
 Western Culture Adaptation
 Low Cost To Services
 Market Size Increasing
 Supply Chain Development
 Effective Distribution System

10.  Provide children with quality education and
nutrition as required.
 Infrastructure for existing schools.
 Awareness programmes
 To make primary health care more accessible
and affordable.
 Promote conservation of water resources and
facilitate access to clean and portable
drinking water.

11.  Political Risk
 Competitor Risk
 Market Risk
 Cost Risk
 Management Risk

12.  Research before enter in new market
 Understand the difference between
Market & People
 Efficient Strategic Planning &
Implementation
 Monitor Political Environment
 Partnership with locals
 Cost Modification

13. Goal = Expanding Sales
Motive = Maximizing Long-term Profits
Few Steps To Adopt:
 Differentiation
 Effective Positioning in Customer Minds
 Local Laws, Regulations, Policies
 Implementation of Western Trend in Asian Market

14.  Exporting
 Licensing
 Partnership
 Franchising
Along with :
Hard work, Flexibility, Effectiveness, Preparation

15. Dominant By Few Major Players For The Brands Like
Kingfisher Ultra, Kingfisher Blue &
Kingfisher Premium are :
 Tuborg Green
 Fosters
 Budweiser
 Leffe Blond
 Carlsberg Elephant
They all Position themselves in
“Premium Class”
Other Players For Kingfisher Strong, London Prisoner (Strong
Category)
 Haywards 5000
 Magnum
 Corona Extra

16.  Dutch giant Heineken has emerged as the largest
shareholder in United Breweries.
 Heineken Group (Heineken),
holds 38.92% equity shares
in United Breweries Ltd.(Feb 2014)
 The alliance will offer consumers
the best portfolio of national and international brands in
India.
 UBL's outstanding skills as India's leading brewer and
Heineken's global best practices will provide further strength
to the business

17. Source - http://en.wikipedia.org/wiki/Porter_five_forces_analysis

18.  Threats Of Rivalry
- Breweries from SABMiller & Carlsberg are the best rivals.
 Bargaining Power Buyers/Suppliers
- Respected, growing and globally strong brand
 Threat Of Substitutes
- Magnum, Fosters , Budweiser's, Carlsberg, Tuborg Booster
 Threat Of New Entrants
- Economies Of Scale

20. Have a Kingfisher &
Celebrate!
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