UNITED BREWERIES LIMITED-
BREAKTHROUGH IN DIGITAL AND
EXPERIENTIAL MARKETING
MM–II
CHOSEN TECHNIQUE
Online secondary research:
Deepakshi
Analysis of United Breweries Limited
marketing activities and actions over
the last 5 years. Data is collected
from various annual reports and
other statutory reports
Submitted by:
Deepakshi Goyal
UM19094
Section- B
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Table of Contents
Industry Overview …………………………………………………………………… 2
United Breweries Limited market activities over the years (2015–
2019) ……………………………………………………………………………………… 2
Marketing Activity-2019 ………………………………………………………… 2
Sales And Marketing-2019 …………………………………………………… 6
Marketing Activities-2018 ……………………………………………………. 7
Sales and Marketing-2018 ………………………………………………….. 10
Marketing Activities-2017 ………………………………………………… 10
Sales and Marketing-2017 ………………………………………………….. 14
Marketing Activities–2016 ………………………………………………….. 14
Sales and Marketing-2016 …………………………………………………… 18
Marketing Activities–2015 ………………………………………………….. 18
Sales and Marketing-2015 ……………………………………………………………………… 19
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a
INDUSTRY OVERVIEW
In India beer industry is highly regulated with retailing, constraints on production, cross
border movements high taxation and other barriers. Governments dictates the price of the
beer in over 60% of the markets. The market of beer in India is at its growth stage. The
Industry has produced different beers like standard beers and variety beers. Over the past two
decades, beer has become a popular beverage in the country. To address the palate of
different customer segments, there are 140 beer brands available in India. Young customers
who consider beer a trendy drink drive the majority of beer market. 85% of the total beer
consumed in India is dominated by strong beer with 6%-8% of alcohol content. Since the last
five years, industry volumes are growing at a CAGR of 8%. Favourable demographics and
rapid urbanization in the country have been the major drivers of growing alcohol
consumption in India. Beer is now taken as a drink to socialise. Also, India has a per capita
consumption of 2 litres which can be improved. However, hike in raw material cost,
availability of bottles, barley, etc. and restrictions on advertising challenges the industry
growth. These challenges have been taken care off by UBL and its trying to further firm its
market position. It is also looking forward to retain its position in the market. Analysing the
data we can say that South India has the largest percentage of alcohol consumption that is
42%. Whereas for the fastest growing markets in this industry tend out to be north and
western India. Southern states have the maximum beer consumption. Beer industry is
growing at a healthy rate which indicates the high potential of opportunities open for beer
brands manufacturing and marketing in India.
UNITED BREWERIES LIMITED MARKET ACTIVITIES OVER THE YEARS
(2015-2019)
Marketing Activities-2019
1. Divided by beats. United by Kingfisher.
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The rise of the ‘Good Times Rap Anthem’ was seen by the IPL-2019. The IPL teams’
cricketers associated with Kingfisher could be seen dancing to a new rap track in television.
Fans and players liked the jingle and that could be heard through TVCs and various digital
platforms and radio station in the country.
2. Kingfisher city rap anthem music videos
The ‘Good Times Rap Anthem’ initiative was taken forward to create local city rap anthems
in their local languages. They crowd sourced the lyrics of music videos from different cities
to increase their brand visibility and they all came together to form four rap anthems for the
cities of Chennai, Bengaluru, Mumbai and Kolkata.
3. Kingfisher communication goes local in Bengal
In the West Bengal market, the Kingfisher’s associated itself with Food which got strong
local communication. They marketed ‘Food Tastes Better with Kingfisher’ through TVCs
displaying conversation around food and Kingfisher which aired in West Bengal.
4. Making every day special with the Kingfisher calendar
Another high quality Calendar was launched by Kingfisher in
2019. For its 17th edition they shot their calendar in Sardinia, Italy. It managed to reach the
targeted customers through digital contest and content. It gave consumers a taste of the
Kingfisher World.
5. Hopping on to the good times bus
Kingfisher amplified its association with the two popular football teams of the Indian Super
League (ISL) – Bangalore FC & FC Goa. Football fans from Bangalore and Goa were treated
to the ‘Good Times Bus’ experience, where they were driven across cities to watch their
respective teams’ away games, live. Kingfisher’s association with the fans and teams got
strong in an experiential and manner.
6. The biggest party ever comes back to Goa
Kingfisher became the Presenting Sponsor for the ‘Sunburn’ music festival– 2018 edition
which was held in Pune and strengthened its association with the music festival. Kingfisher
fans were treated to a truly memorable experience at the ‘Kingfisher World’ – a dedicated
zone created to engage with consumers during the three-days festival. After a gap of two
