Kingfisher's Jingle Re-Invented

Kingfisher, the scrape from the UB free radical stable, needs no introduction. Almost alike with beer in India, a high flying airline business, a lifestyle label associated with fun, style, fashion and sports - fall guy Kingfisher oozes oomph and fashion 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 market . Thriving in an environment where liquor is banned and unflustered 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 compargond to 83 million cases sold in 2008-09, season the total market size of beer in the country stands at 200 million cases. The credit for this growth is mainly attributed to the brands aggressive marketing strategies. Samar Singh Shekawat, vice-president, marketing, United Breweries,, shares the recipe behind the brands success so far and also unravels the way fore for Kingfisher.

Talking about the true essence of the brand, Shekawat says, Although the brand is frequently associated with glamour, parties and scantily clad models, we have never received some(prenominal) complaints from social vanguards like NGOs or womens 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 deviation and chilled out from outside but at the core, there is complete professionalism and seriousness. The beer brand is quite bullish on growth. Shekawat says that there is a huge scope for growth in the country as in India, the per capita beer consumption is only 1.2 litres as compared to a world(a) average of about 22 litres. The challenge is beer... If you want to rise a full essay, order it on our website: Orderessay

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