The product mix of Kingfisher Beer (United Breweries Group)
United Breweries Group
Scotch Vodka and Gin Whiskey Rum Brandy Wines Beers Kingfisher Airlines Chemicals and Fertilizers
Black Dog PinkyAntiquity Celebration Rum McDowell’s VSOP Bouvet LudubayKingfisher Premium Fertilizers
DalmoreVladivarBagpiper Kingfisher BohomiaKingfisher Strong Plant Nutrition Products
Jura White Mischief Mcdowells No1 Kingfisher Strong Fresh Plant Protection Chemicals
Whyte and Mackay Romanov Mcdowells No.1 Platinum Kingfisher Draught Royal Challenge Kingfisher Ultra DSP Black Kingfisher Ultra Max Signature Kingfisher Blue Kingfisher Red ZingaroUS Export Strong US Export Kalyani Black Label Strong Bullet A product mix is the set of all products and items that a seller offers for sale. In the case of United Breweries Group the product mix is divided into the following components:
Product Line Length:
The product line length refers to the number of products a company has in its product line. UB group clearly has focused on the beer product line the most with an extensive range of products. The short product lines like rum and brandy depict the less involvement of the company in the development of the aforementioned lines.
UB group boasts a product line length of 15 in its beer line.
Product Line Depth:
The product line is further broken down into product depth which represents the different products and variations under the category.
UB group differentiates many products from its product lines through the following strategies:
Introduction of new flavours and variations:
Black Dog scotch has variants like Black Dog Black Reserve, Black Dog Gold Reserve Aged 12 Years, Black Dog Reserve Aged 18 Years and Black Dog Quintessence Aged 21 Years.
Romanov, an alcoholic beverage part of the vodka and gin line has flavours like lemon, orange and apple.
Introduction of various variations in quantity and packaging:
UB group has emphasized on increasing its product line depth by introducing variations in its beer line like:
Slim can(330 ml)
The Scotch, Whiskey, Rum and other strong alcoholic beverage lines have variations like quarters (180ml), halves (350 ml) and bottles (700 ml). In some regions it also has quarters in tetra packs for eg: Bengaluru alcohol shops sell tetra packs of Mcdowells No1 whiskey.
Product Mix Width:
The product mix width simply refers to the number of product lines a company has under its brand. In the case of UB group the width of the product mix is 9.
Recent downfall of Kingfisher Airlines has forced UB group to Shift its focus on its more profitable product lines of beers where extensive strategies of line stretching and filling have been done to appeal to more customers.
Product Line Stretching:
Product line stretching is the process of creating an upmarket or downmarket of the product out of its current range. An upmarket stretching example of UB group would be Kingfisher Ultra Max which was an upmarket variant of Kingfisher Ultra which was essentially introduced to compete with Budweiser’s Magnum (Its flagship premium beer for elite beer lovers).
Product Line Filling:
Product Line Filling refers to the process of introducing new variations of a product in the same range. The example for UB group would be Romanov which is a part of its Vodka and Gin line. Over time Romanov has been introduced in different flavours like lemon, orange and apple.
Packaging of Kingfisher Beer:
The London based marketing agency Butcher and Gundersen developed a new marketing campaign for Kingfisher Beers wherein colours were incorporated that gave an authentic Indian feel to it. An embossed bottle coupled with a label that highlights its status as India’s number 1 brand. This will not only appeal to Indian but to foreign customers as well. The agency has defined new taglines specific to metro cities like ‘The Real Taste of India’, which also reinforced theme messaging like- ‘Boss of Bangalore’, ‘Dominant in Delhi’, ‘King of Kolkata’ – to show the long lasting legacy of Kingfisher beer. This way Kingfisher is able to give its customers the Indian feel.
The only modification to packaging would be that the paper which covers the bottle near the seal should be softer and easier to remove, the paper tends to give a slight “Low Price Beer” feel which isn’t present in premium brands like Budweiser and Corona.
Product Map for Kingfisher Beer:
Distribution Strategy of Kingfisher beer in India6718301362710
Kingfisher is present in almost all the 90000 outlets across the country due to its extensive distribution channels that make it easily accessible even in rural areas.
Kingfisher follows a 2 level distribution channel to distribute its beers across India. The reason being that with a level one distribution channel the company will not be able to provide the adequate supply to the customers through the outlets. The volume of sales and diverse product portfolio can only be achieved through a 2 level distribution channel. The strong distribution channels have allowed kingfisher to attain a market share of 47% in the Indian beer market. This has led to a good shelf space in various retail outlets that include bars, restaurants and pubs as well.
The new distribution channel that can be incorporated by Kingfisher beer is directly supplying to modern retail outlets like “Madholika Liquor Boutique” in Bengaluru, the only downside being that these outlets are only present in cities and thus the company will still have to use a 2 level distribution channel for rural areas and Tier-II cities.
Promotion mix followed by Kingfisher
The major brand elements that differentiates kingfisher beers from its competitors are:
The Jingle: “ola la la o lae o, o la lala le o”
The Tagline: “Kingfisher- The King of good times”
Kingfisher has also differentiated from its competitors by marketing their product through major sports events like:
IPL (Tagline: Divided by teams. United by Kingfisher)(Kingfisher Bowlout)
Formula One (Sahara Force India)
Road to Ultra: The music festival event organised to promote kingfisher ultra
World on a plate (International Food Festival)
Sunday Soul SanteKingfisher Calender photoshoot
These associations helped kingfisher to attract the youth and send a message of thrill and excitement to the target audience whenever the brand was mentioned. Kingfisher became a pinnacle of energy, zest, class and thrill mixed with professionalism as well.
One of the brand elements which has maximum impact on the target audience is the visual appeal of the brand through its logo and tagline. Kingfisher did precisely that with its robust logo that was identifiable, easily understandable and complimented the brand name completely. This helped kingfisher become instantly recognizable in the eyes of the target audience as compared to its competitors.
Launching new products: Kingfisher launched new products like kingfisher storm, ultra max, red and radler to appeal to its existing customers and attract new customers as well
Building interest in a product category: The success of Kingfisher beer built the trust of Kingfisher in the minds of the consumer and thus attracted customers towards its other lines of alcoholic and non-alcoholic beveragesInfluencing specific target groups: The target audience of kingfisher beers has always been the youth, rich males and as the website shows youth in swimsuit calendars, a model search