Kingfisher and its King size plans

New Delhi: Kingfisher, the brand from the UB Group stable, needs no introduction. Almost synonymous with beer in India, a high flying airline business, a lifestyle label associated with fun, style, fashion and sports - brand Kingfisher oozes oomph and panache in all spheres of its existence.
However, beyond the glamour of swimsuits and parties, Kingfisher is also a strong and aggressive brand with well defined marketing strategies. Thriving in an environment where liquor advertising is banned and still reporting regular growth in sales and popularity, it is a unique case of marketing success in the country.
Kingfisher claims a growth rate of 12-13 per cent, as against an industry average of 10-15 per cent. The UB Group also claims a sale of 100 million cases of beer in 2009-10 as compared to 83 million cases sold in 2008-09, while the total market size of beer in the country stands at 200 million cases. The credit for this growth is mainly attributed to the brand's aggressive marketing strategies.
Samar Singh Shekawat, vice-president, marketing, United Breweries, in an exclusive conversation with afaqs!, shares the recipe behind the brand's success so far and also unravels the way ahead for Kingfisher.
Talking about the true essence of the brand, Shekawat says, "Although the brand is often associated with glamour, parties and scantily clad models, we have never received any complaints from social vanguards like NGOs or women's associations. This says that people understand that we are not a frivolous brand. We are into serious businesses such as airlines, eatables and drinks, where the regulations are as stringent as anywhere else in the world. The brand may appear easy going and chilled out from outside but at the core, there is thorough professionalism and seriousness."
05/04/10 Antara Ghosal/afaqs!

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Categories: Kingfisher Apr 2010