Preview

Marketing Stragety - Cobra Beer V/S Kingfisher

Powerful Essays
Open Document
Open Document
2759 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Marketing Stragety - Cobra Beer V/S Kingfisher
Executive Summary:

In this project, I have compared the analysis, existing marketing strategies and recommend the future strategy for both products which Cobra Beer and Kingfisher Beer. The aim of this report is to compare both of the products in the UK market and to get the future forecast that where both of the products have place in the market.
The reason I have chosen those products is just because I am working for Cobra Beer head office and I wasn’t difficult for me to get the information for the company’s product I am working for. As far Kingfisher Beer is concern, I have really put my efforts searching for there marketing analysis and their strategies. For that I have consult many website and read plenty of articles related to Kingfisher Beer. I have also interviewed ex employee from Kingfisher Beer, who really had helped me a lot giving the facts and figure of current Kingfisher Beer market. And in the end I had also give the trend comparing among those products and their current market shares not only in UK’s market but also in different countries.

Introduction:

Cobra Beer:
Cobra Beer Ltd. was founded in 1989 by Karan Bilimoria, then aged 27 and £20,000 in debt. A Cambridge law graduate and qualified Chartered Accountant, Bilimoria launched Cobra Beer when it became clear to him that Britain needed a smoother, less gassy lager that appealed to both ale drinkers and lager drinkers alike, and also complement all types of cuisines. "I saw that the market was dominated by harsh, gassy Euro fizz beers, all poor partners to food and so I wanted to produce a premium, high quality lager which would complement rather than fight against food."
Cobra 5.0% Premium Beer is brewed to an authentic Indian recipe using the finest natural ingredients. A unique blend of barley malt and yeast with maize, hops and rice gives Cobra it’s distinctive, clean and extra smooth taste. The 660ml bottles are great for sharing with friends at the dining table, which is



References: • Philip, Veronica, John, Gary, (2005), Principle Of Marketing, Fourth European Edition, Prentice Hall. • www.cobrabeer.com • www.kingfisherworld.com • www.kingfisherlager.co.uk • www.google.com/trends

You May Also Find These Documents Helpful

  • Good Essays

    Mcauslan Brewing Co. Case

    • 681 Words
    • 3 Pages

    3) PROBLEM: The company markets its product in Vermont, New York and New Jersey areas. However this isn’t very successful as the export sales is only 1% of the total sales. Peter’s goal is to increase this number to 10% in the future. SOLUTION: First of all, they should do a market research to try to find out which part of the country (Canada and/or USA) would be appropriate or successful to market its beers. It is possible that there is too much competition in Vermont and NY/NJ areas or there is a very low demand.…

    • 681 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    The author chooses t0 write the report about Anheuser-Busch’s Bud Light because it is the best-selling beer in the world. In this report the author has outlined in detail the current status by using the SWOT and PESTLE analysis of the company Anheuser-Busch which is the producer of Bud Light. The Legal issues have been shorted because the discovered fact does not fit in the US market area. The following section shows briefly about the unique selling proposition and segmentation targeting. A short illustration of Bud Light segmentation is demonstrated in the appendix. With the limit of words, the author excludes a detailed illustration of the product life cycle and the Boston Consulting Group analysis. A critique is mentioned in the USP section.…

    • 3673 Words
    • 15 Pages
    Powerful Essays
  • Powerful Essays

    Mountain Man Brewing Company

    • 4418 Words
    • 18 Pages

    |NUS | |MKT4415B | |Mountain Man Brewing Company: Bringing the Brand to Light | | | |Nur Azlyn bte Mohd Khalid | |2-Nov-2011 | |Prepared for: Dr Chng Peng Sim | |Examining the issue of product development and its cost-benefit analysis | Table of Contents 1. INTRODUCTION 3 1.1 Defining the Problem …… ……. 3 1.2 The Beer Industry – East Central Region 4 2.…

    • 4418 Words
    • 18 Pages
    Powerful Essays
  • Good Essays

    Even thought people of different age group and demographics find Zebra beer appealing, it is, however, unfeasible to target the Zebra beer to all groups. Limited resources and capital will not allow MCB to deal with the counter attacks from competitors in the mainstream. To avoid such an issue, the management has defined the primary targeted market for the Zebra beer as young professionals age 21-35, who drink premium or super premium beer. The secondary market is considered to be professionals who drink ultra-premium beer. MCB will produces three varieties of Zebra beers; Lager, Peach, and Raspberry; each in its distinctive painted bottles that clearly stand out next to other beer package. MCB will also limit the geographical region in which it will market its product. Shipping cost, lack of preservatives, legal differences among states and limited production contributed to this decision.…

    • 406 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    bostonbeercompany

    • 1041 Words
    • 4 Pages

    The competitive advantage of Boston Beer was their quality, product innovation and huge sales and marketing team. The Boston beer’s marketing approach was stressed on premium ingredients, quality-brewing process and gave consumers a sense of patriotism. They educated consumers on flavor, ingredients and characteristics of good beer. They selected rare breeds of ingredients in Europe to differentiate from mass beer producers. They did an intense advertising to raise their brand recognition. They had diversified and innovative product line with 14 products as compared to 6 from their primary competitors.…

    • 1041 Words
    • 4 Pages
    Powerful Essays
  • Better Essays

    Anheuser-Busch Inc. is a dominating global leader in the beer industry, specifically in the United States. Its roots can be traced all the way back to 1852 from the Bavarian Brewery in St. Louis MO when Adolphus Busch traveled from Germany to join his father-in-law. In 1876 Budweiser was founded and rooted its brand in values, ethics, and quality. These core staples of the company evolved all the way to 1982 when Bud Light was introduced. Today Bud Light is the best selling beer in the U.S. and the #1 beer sold by volume in the world. Let’s take a look into the marketing mix that makes this product so successful.…

    • 953 Words
    • 4 Pages
    Better Essays
  • Best Essays

    disintegration of yer maw

    • 2103 Words
    • 9 Pages

    I will begin my analysis of the growth prospects of BrewDog by looking at the current position of the company in terms of its strengths and the opportunities available to them in the craft beer market. I…

    • 2103 Words
    • 9 Pages
    Best Essays
  • Powerful Essays

    The Boston Beer Company

    • 4185 Words
    • 17 Pages

    Overview The Boston Beer Company has had amazing success in its transition from a small scale microbrewer to a large scale national brewery. Almost all of the company’s success is due to the Samuel Adams Lager product line, which has hardly changed from the founding of the company in 1984, to the IPO in 1995, to the present day. In fact, much of the appeal of Samuel Adams comes from its microbrew image and the founder, Jim Koch’s, commitment to the brewing process and a premium beer. In recent years, however, the company has implemented a new strategy for growth which has included introducing a light beer that will have more mainstream appeal. While this has increased profits for the company, it has also left the company vulnerable to entry by diluting its brand name. For this reason, the company’s strategy for the immediate future has to make a significant shift, from a strategy of growth to a strategy of protection. It must focus on maintaining its current profits by preventing entry both from small breweries looking to copy the BBC’s strategy and from large breweries looking to use their expansive resources to steal some of BBC’s market share.…

    • 4185 Words
    • 17 Pages
    Powerful Essays
  • Good Essays

    Boston Beer Case Study

    • 1276 Words
    • 6 Pages

    Jim Koch was motivated and haunted by the idea of being an entrepreneur in the beer brewing business. Once upon a time his great-great-grandfather created a recipe that was full bodied, had a longer brewing time, used rare hops, and cost a lot more than the imports are costing. Koch saved $100,000 and was able to acquire $140,000 from family and friends to start up his brewery. Knowing that it would cost close to $10 million to actually open a brewery, Koch contracted out his brewing to an existing company, The Pittsburg Brewing Company, and named the beer Samuel Adams after the revolutionary icon who was also a brewer.…

    • 1276 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Beverage Experts (Pty) Ltd - South Africa - Beverages 1.com. (n.d.). Beverages 1.com - Beverage Companies, Manufacturers, Suppliers, Exporters & Importers. Retrieved March 7, 2012, from http://www.beverages1.com/supplier/beverage-experts-pty-ltd.html…

    • 795 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Beer is their passion, heritage and future. For more than 350 years, they have been brewing, innovating and delighting the world’s drinkers. This heritage combined with the lasting connection to drinkers and a healthy dose of modern business has made them a leading global brewer. As a brewing company in love with beer, they are always looking for ways to challenge the expected and bring something new and exciting to drinkers. Their portfolio has more than 100 beer brands including Coors Light, Molson Canadian, Miller Lite, Carling and Staropramen, as well as craft and specialty beers like Blue Moon, Creemore Springs and Cobra. Theirs is a long and successful history of building local and international brands inspired by the insights…

    • 642 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    The Boston Beer Company

    • 1513 Words
    • 7 Pages

    The Boston Beer Company, Inc., founded in 1984, is a leading brewer in United States, offering wide variety of high quality full-flavored, handcraftedbeers. It is distinctive due to the time-honored recipe of brewing and authentic, consistent quality of alcoholic beverages. Samuel Adams Boston Lager is the pride of BBC, regular handcrafted beer “stands for quality, inner self-worth, authenticity, and unique New England or Yankee toughness” ( Martin Roper, Chief Operating Officer). Unfortunately, the company experienced the failure of conquering light beer segment in 1998 as the beer market is a highly competitive industry, which requires not only the great product but also high brand awareness. Right now there is an attractive opportunity for BBC to enter the field of light beer once again. Should Boston Beer Company capture this chance or let it slip?…

    • 1513 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    Boston Beer

    • 2188 Words
    • 9 Pages

    The main decision problem for Boston Beer Company is whether or not it should remain in the light beer market. This is followed by four subsidiary decision problems if the answer to main problem is yes: should BBC create a new light beer brand, and if so what positioning should it take, should they keep Lightship, and if yes, should BBC maintain or change Lightship’s positioning. The research problems are as follows: it is profitable for BBC to remain in the light beer market, what are the growth trends, what role does light beer play in the retail scene, what types of people drink light beers, what are their values, is the positioning of Lightship in line with what light beer drinkers seek, and if not it is feasible to change its positioning?…

    • 2188 Words
    • 9 Pages
    Good Essays
  • Powerful Essays

    Case 8 Battle Of The Beers

    • 1480 Words
    • 5 Pages

    This case is about the intense battle between beer rivals in the United States, particularly between Anheuser-Busch (A-B), the world’s largest brewer, and SABMiller, the world’s second largest brewer. It discusses about how the companies used advertising in their brand positioning in order to compete with each other and increase the sales.…

    • 1480 Words
    • 5 Pages
    Powerful Essays
  • Better Essays

    |A strategic group map of the global beer industry would contain Anheuser-Busch, InBev, SABMiller, Heineken and Modelo. It would contrast |…

    • 1911 Words
    • 8 Pages
    Better Essays