Marketing Strategy adopted by UBL for Kingfisher Beer A Project on Marketing Strategy adopted by UBL for Kingfisher Beer CONTENTS 1. Executive Summary 2. History, Contents, Classification and Types of Beer and its Making 3. Board of Directors 4. Company Profile – History, Mission, Timelines, Organisation Structure, Achievements 5. Code of Conduct 6. Investors 7. Beer Trivia and Hangovers 8. Marketing Mix of Kingfisher – Product, Price, Promotion and
Segmentation, Targeting and Positioning (STP) United Breweries Limited (UBL) is supposed to be an undeniable leadership in its market with a share in the National market more than 50%. Through a practice of aggressive market penetration and Mergers & Acquisitions, The UB Group has control over 60% of the total Beer Manufacturing capacity in India. (Kingfisher, 2013) Kingfisher which is considered to be the flagship brand in all the categories of United Breweries has become the best and the largest selling
founding the Virgin Group from scratch after failing with various ventures previously. Vijay Mallya succeeded his father Vittal Mallya at the helm of the UB Group, and is responsible for increasing the size of the business significantly by growing the core business of the Group (liquor sales) as well as expanding it across other businesses, such as aviation, Formula 1, cricket, etc. Business Role Both Branson and Mallya currently serve as the Chairmen of their respective holding groups. Branson being
Kingfisher Airlines Limited was an airline group based in Bengaluru in India and it was subsidiary company of United Breweries Group. It was owned by CMD Vijay Mallya. It was established in 2003 and started its operation on 9 May 2005. It operated flights to 25 domestic destinations in India. On 3rd September 2008, Kingfisher Airlines started its first international operations by connecting Bengaluru to London. Kingfisher was originally launched as an economy airline with single – class configuration
INTRODUCTION: Kingfisher Airline is a private airline based in Bangalore,India. The airlines owned by Vijay Mallya of United BeveragesGroup. Kingfisher Airlines started its operations on May 9, 2005 witha fleet of 4 Airbus A320 aircrafts. The airline currently operates ondomestic routes. The destinations covered by Kingfisher Airlines areBangalore, Mumbai, Delhi, Goa, Chennai, Hyderabad, Ahmedabad,Cochin, Guwahati, Kolkata, Pune, Agartala, Dibrugarh, Mangalore and Jaipur. In a short span of time
famous industrialist and the former chairman of the United Beverages (UB Group). Mentored by his strict father, he graduated from St. Xavier 's College, Calcutta, with a Bachelor of Commerce degree in 1975 (with honors) and joined the business showing signs of being a true leader from a very young age of 25. He was elected as the Chairman of UB Group by the shareholders at the age of 27, following the demise of his father in 1983. From then, the group has grown into a multi-national conglomerate of over
KINGFISHER AIRLINES Kingfisher Airlines Limited is an airline group based in India Its head office is in Andheri (East), Mumbai and Registered Office in UB City, Bangalore. Kingfisher Airlines, through its parent company United Breweries Group, has a 50% stake in low-cost carrier Kingfisher Red. The airline has been facing financial issues for many years. Until December 2011, Kingfisher Airlines had the second largest share in India's domestic air travel market. However due to a severe financial
Executive summary Being one of the top airline industry for almost half a decade, Kingfisher airline went into bankruptcy recently. Unstable top management coupled with some bad decisions hampered the growth of kingfisher Airlines. Constant change in the management, sudden shift from economy segment to luxury segment, a decision to buy Air Deccan even though Kingfisher was not making enough profits, lack of strategic decision from top management to tackle the soaring fuel prices tied with some other
KINGFISHER AIRLINES Vijay Mallya is the CEO of KINGFISHER AIRLINES Kingfisher Airlines was established in 2003. It is owned by the Bangalore based United Breweries Group. Kingfisher Airlines launched its domestic air service operations in May 2005.KFA was promoted by UB group and offered a single class- “Kingfisher Class”. It started its international operations on 3 September 2008 by connecting Bangalore with London. Its head office is Kingfisher House in Vile
Decline of Kingfisher Airlines “The flight loads have reduced because of our limited distribution ability caused by IATA suspension. We are therefore combining some of our flights. Also, some of the flights are being cancelled as a result of employee agitation on account of delayed salaries. This situation has arisen as a consequence of our bank accounts having been frozen by the tax authorities. We are making all possible efforts to remedy this temporary situation’ -Vijay Mallya, Press statement