OF MARKETING SUBMITTED BY:-Abhinav sangrai SUBMITTED TO:-Mr.Nitin dhir.

ROLL NO:-RS1903 B45 REG NO:-10904466

TOPIC:-KINGFISHER

SOFT

DRINKS

INDEX:1. Company description 2. Business mission 3. Marketing objective 4. Competitors 5. Customer profile a.segmentation b. targeting. 6.Swot analysis 7.Marketing strategy 8.Target market strategy 9.Marketing mix (a)Product (b)prices (c)Distribution (d)Promotion 10.Marketing research 11. Implementation,

12. Summary 13. references

1.Company description:- Kingfisher stands for excitement, youth and camaraderie. It manufactures beer,and is also very popular airlines in INDIA .It is the largest selling beer in india.In every fourth bottles of beer inindia is of kingfisher.The largest selling Beer in India Commanding a 34% market share in the country.One out of every 4 bottles of beer sold every second in India.Available in 52 countries across the globe.The first among Indian brands to launch its own range of designer wear.The Beer brands manufactured and marketed by United Breweries Ltd. have always been recognized for their international quality. That's Beer at its best for the discerning consumer!

COMPANYS DIRECTOR:-

Dr. Vijay Mallya:- is an Indian drinks and aviation billionaire and former Rajya Sabha MP. The son of industrialist Vittal Mallya, he is the Chairman of the United Breweries Group and Kingfisher Airlines, which draws its name from United Breweries Group's flagship beer brand, Kingfisher.

Mallya has an estimated net worth of $1.2 billion. He receives press coverage that focuses on his lavish parties and his hotels, automobiles, Formula One team Force India, IPL Cricket team Royal Challengers Bangalore and his yacht, the Indian Empress.

2.Business mission:Mission of kingfisher company is to reach the highest level of beverages as well as in airlines throughout the world and to enter some new segments or to extend their line.So now kingfisher wants to enter into soft drinksas the current market of kingfisher is already established and they want to further go for soft drinks. To be the world's premier consumer products company focused on convenience foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity."

3.MARKETING OBJECTIVE:Marketing objective is to establish the company as an expert in the third party marketplace.so as there will be many competitors of kingfisher soft drinks not only in India but throughout the world.Its main competitors will be pepsico and coca cola.so ,kingfisher has to establish its new product(soft drinks) in the current market with a large number of competitors.To accomplish this objective customer must have the experience about the new product what kingfisher is going to launch.But as kingfisher is pre established company having a very strong brand equity.so it has to mainly focus on the promotional strategies to promote its product because of its tough competitors like pepsico and coke because customers are already brand loyal toward pepsi and coke. But kingfisher can easily enter into segment of soft drinks because it has already a image of beverages and people trust the product very much.so,the marketing objective becomes quite easy for kingfisher. Three Marketing Objectives what kingfisher can follow for launching its new product:There are three marketing objectives I have planned for my company. 1. Remind my old clients what kind of company we are and what we have to offer

2.Develop my potential new clients 3.Use multimedia to promote my company 4. Redesigning their website utilizing some of the innovative new techniques to attract more business.

4.COMPETITORS:Competitors are the threats to any organization and are the external factors which can effect others business in significant manner.As the company wants to enter into a new market of soft drinks therefore faces competition from variety of sources.currently there are head to head competitors present in the market against the new product to be launched. So the main competitors of kingfisher soft drinks will be

1.coca cola :-

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines internationally. The Coca-Cola Company claims that the beverage is sold in more than 200 countries.

Coca-Cola variations:Coca-Cola New Coke (renamed Coke II) Diet Coke (also known as Coca-Cola Light) Diet Coke Plus Coca-Cola C2

2.pepsi:-

"My Pepsi My Way" Pepsi is a carbonated soft drink produced and manufactured by PepsiCo. Pepsi is one of the major competitor what the KINGFISHER SIP is going to face.it has a high number of market share throughout the country. It has even a wide variety of product line because of which it can give a tough edge to the KINGFISHER SIP.

So,both the aboveones are the tough competitors and having a good brand equity in the market and on the mind of the customer.even both are rivals of each other and does not have any other strong competitors.There are many other companies but mainly pepsi and coca cola have duopoly in the market and thus both are the perfect competitors of each others.so,if KINGFISHER SIP wants to enter against these two ,then there should be something different in the product so that they can get a edge over them. So for this kingfisher can go for product differentiation an can also enter product line.

5. customer profile:- Index and Penetration are two key elements of customer profiling and segmentation services from Mapping Analytics. Indexes and penetration rates provide the kind of actionable information you need to improve target marketing and site selection.

Indexes Identify Customer Segments Likely to Purchase From You:Creating an index is a statistical process. An index compares how a group of people, such as your customers or the population of a given market geography, rate against a norm in terms of their expected behavior.so,w have to prepare indexes for our new product to sudy the consumer behaviour about our product.so as our product is new to market so we have to study our products perception by other people.and we have to study our new product according to the given market geography.so we have to segment our product an different basis like demographic basis ,geographical basis,phsycological basisetc.so for first time we have to do free sampling of our product in the market to

study the consumer behaviour about our product.on this basis we will get idea about our product that what consumer thinks about our product. So,for this vary purpose we will segment market acc. To following basis:1.Geographical basis:-Here we will se that where our product will find its more consumers.either in which part of india.As the consumption of softdrink in india is likely to be more in the north india because of the hot climate .so we will target mainly plains of north india. 2.Demographic:-In demographic segmentation we divede the market into groups such as age,family life cycle,gender ,income,occupation,education,race,generation,education,religion,social class (a)Age:-mainly we will target KINGFISHER SIP to the youth because in our country the largest number of soft drinks are youngsters from the age 17-25.

2.Penetration Shows Where Potential New Customers Are:Penetration refers to how many customers you have in a given cluster, or customer profile, compared to the total size of the group.

(b)Lifestyle:-according to the lifestyle we can segment our product.because a consumer consume the kingfishers for lifestyle because of its strong brand perception in mind of the customer. (c)social class:-there are different social classes in our society.so we will segment our product for different classes.

TARGETING:-Here we will target the particular segment.so in this for KINGFISHER SIP we will target middle class people mainly and also to the upper class.so for this as others competitors of our new product are doing we will also do in the same way.we will just target our product to the middle class people.the price range should be set according to the middle class will be set. On the basis of above things the consumer profile behaviour can be observed for our product. These things are to be kept in mind before launching a new product.

6.Swot analysis of kingfisher:STRENGTH:1.strong brand equity of kingfisher . 2.reliable product and product support. 3.strong financial position. 4. preestablished name. 5.strong marketing strategies(surrogative marketing) WEAKNESS:-

1. 2. 3. 4. 5. 6.

Relying upon brand extensions Relying upon particular carbonated drinks Brand dilution Difficulties when entering non-core categories Saturation of carbonated soft drinks segment Not so much present in rural markets.

7. products are dependent on one another.

OPPORTUNITIES:1.Due to its prestablished market in beverages it can enter to the soft drinks easily. 2.can grab a high market share . 3.can bring a new trend in the soft drinks. 4.can market their new products through airlines. THREATS:-1.competitors:-pepsi and coca cola will be the main competitors of KINGFISHER SIP soft drinks which will be great barrier to the KINGFISHER SIP soft drinks.they have preestablished markets of soft drinks so it will become hard to the company to launch its product.

7.MARKETING STRATEGY:-The main marketing KINGFISHER use for marketing is by the surrogative marketing. As the marketing of the alcohol drinks is banned in our country so KINGFISHER mainly advertises their beer through surrogative marketing either by airlines or by their soda.so,here also kingfisher can do further marketing through their new product i.e KINGFISHER SIP.

8.TARGET MARKET STRATEGY:-

In target market strategy we just focus that on what basis we should target our new product that is KINGFISHER SIP.once we have developed the segments then we decide that which one of them should be targeted. The basis on which we will going to target KINGFISHER SIP is as follows:we will target our product to middle and high middle class people.It is not only targeting only one segment of people but also every class of people i.e. children, young and old age of people. The Kingfisher sip is so designed that it suits to the liking of everybody. so for this, while making the targeting strategy of Kingfisher sip, kingfisher will consider the following aspects of market:-

5 KEYS OF TARGET MARKET

Measurable i.e. Substantial i.e. Accessible i.e.oor soft drink should be accessible to all the consumers living in all over the contry and outside the company. Differentiable i.eour new product should have some different characteristics then the existing brands like pepsi ana coca cola. Actionable

9.MARKETING MIX OF KINGFISHER SIP:- Marketing mix includes 4 ps i.e.

Product Price Place Promotion

PRODUCT :Kingfisher sip , as it is a new product in the market.but it has one advantage over the pepsi and coke that is strong brand eqity of kingfisher.so people usually have perception about the kinfisher that the provide good quality things with lot of ambience.so this product can take an edge over the pepsi and coca cola by differentiating its product into sub categories by targeting youth ,children and old age people.

For youth they can launch carbonated soft drinks and for children they can launch kingfisher juices so that their product get edge over the others.

As its competitors pepsi and coke mainly making their product for youth i.e carbonated soft drinks .If kingfisher comes with carbonated as well as juices then it can get an edge over the others.

This product should cover all the things better than its competitors to get the competitive edge over the other.

PRICE:- The price of the Kingfisher sip set by the KINGFISHER by analyzing the market trend and price of competitors. Mainly, KINGFISHER SIP should use the following stretragies

I.

THE MARKET PENETRATION PRICING STRATEGY:- This strategy can be used by KINGFISHER SIP to enter into the market and penetrate into the market mainly for increasing the market share in the beginning.This can be achieved by launching the product with the low prices then that of the competitors.

II.

VALUE FOR MONEY PRICING STRATEGY:- According to this strategy KINGFISHER providing value for money through KINGFISHER SIP.

PRICES OF KINGFISHER SIP:- Current prices which can be fixed by the KINGFISHER for launching the product can be:1. KINGFISHER SIP(carbonated drink):-300mlRs9 500mlRs15(plastic bottle packing) 1.5 l-------Rs35(plastic bottle packing) 2. KINGFISHER SIP(juices):-range from Rs 20-30(for 500ml paking)

So,all these prices are less as compared to the competitors,so by this process product can enter or penetrate the market very quickly.

PLACE/DISTRIBUTION:- Place plays a very important role while making marketing strategy and as everybody knows that effective distribution is the key to success. A distribution channel is used to move the product from manufacturer to ultimate customers. So every manufacturer try to fulfill the following gaps

Time gap Space gap Quantity gap Variety gap etc.

KINGFISHER can choose different channels for different group of customer to deliver the KINGFISHER SIP and these channels are as following:-

1. One level distribution channel: it means one mediator is exist between the manufacture and customer it means customer can buy the magazines by any authorized retailer. Manufacturer-------------Retailer------------customer 2. Second level distribution channel: it means two intermediators exist between the manufacture and customer i.e. Wholesaler and retailer, so if any customer wants to purchase the magazine then they can directly go to them. Manufacturer------------------Wholesaler-------------------Retailer

3. Three level distribution channel: it means three intermediators are exist between manufacturer and customer i.e. distributor, wholesaler, and retailer. Manufacturer----Distributor----Wholesaler----retailer----customer So KINGFISHER can use any of the above distribution channels . PROMOTION:- Promotion is nothing but a tool to promote any brand or product in the market. It is mainly used after analyzing the current trends of the market, taste & preferences of the customers etc. There are various promotional tools which can be adopted by any company. These are as follows Samples Coupons

 Cash Refund Offer Price Pack Frequency (use in train, airplanes) Free Trail Of Product Product Warranties Cross Promotion, etc.

KINGFISHER can use many promotional tools among the above tools for promoting KINGFISHER SIP i.e. SAMPLES: - KINGFISHER can distribute their free samples as a promotional strategy to make their product popular in the market.

PRICE PACK: - By this, some discount is given to the customer on this new product and other offers like combo offers etc are also given.

10.MARKET RESEARCH:Market research is a great tool before launching a product in the market.It tells us that what is the current demand of the people,what they want. So on the basis of this we can launch our product.so while launching KINGFISHER SIP in the market we should do market research abt the demand and need of the new product and to get the idea about our product.

11.IMPLIMENTATION OF THE NEW PRODUCT:So, as now we are aware of that how much our product is in the demand by the customers.so now our product KINGFISHER SIP is redy to be implementedin the new market.

12. SUMMARY:So from all the above things we can ultimately conclude that KINGFISHER SIP is now ready to launch and all the above things are very necessary in launching a new product in the market. KINGFISHER itself is having a very much strong brand equity so it becomes easy for the company to launch its new product. So with this i end the term paper. Thank u!!!!

13.BIBLIOGRAPHY:1. www.kingfisherworld.com/
2. www.netmba.com/marketing/mix/ 3. marketing.about.com/.../marketingplanandstrategy/.../marketingmix.htm 4. www.icmrindia.org/casestudies/.../Marketing/MKTG131.htm 5.MARKETING MANAGEMENT by Philip Kotler,Kevin Lane Keller,Abraham Koshy,Mithileshwar jha.13th edition.