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Kingfisher Marketing Strategy

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Kingfisher Marketing Strategy
Kingfisher – Marketing Strategy

Contents

1. Kingfisher’s class of business & market strategy * CLASS OF BUSINESS * MARKETING STRATEGY SUMMARY 2. Marketing Strategy Details * LIFESTYLE MARKETING * CHANGING SHOPPING EXPERIENCE * GOODTIMES - KINGFISHER FLYING EXPERIENCE 3. Fighting competitions(SWOT) * STRENGTHS * WEAKNESS * OPPORTUNITIES * THREATS 4. Contribution To The Society 5. Bibliography

Kingfisher’s class of Business & Market strategy
Class of Business * Kingfisher Beer * United Breweries * Kingfisher Airlines * IPL (Bangalore) * Formula One * Media (NDTV Good Times)
Market Strategy Summary (LIVE LIFE KINGSIZE) * Niche Market Oriented * Promoting itself Worldwide as Brand of India * Life Style distinction in each of its business categories * Launched India’s First Ever Low Cal Beer * Varied Flavors - India’s First ever View of Fruit flavored beverages. * Youth as major target market * Customer’s Experience & preferential brand choice – as business motto

Marketing strategy Details
Life Style Marketing * In the 21st century, "Lifestyle Marketing" has become the magic buzzword and the latest merchandising strategy to enthrall customers after the 80s "Niche Marketing" and the 90s "Branding" craze. Simply put, lifestyle marketing is having a promotional approach centered on the interests, values, attitudes and way of life of consumers/target group. The key words here are 'WAY OF LIFE ' of prospects and customers. * In lifestyle marketing one categorizes customers based on their interests, activities and opinions. A classic example of lifestyle marketing is the HARLEY-DAVIDSON bike that has morphed in to cult marketing. Similarly Shahnaz Hussain and her array of beauty products are a way-of-life! * Lifestyle marketing attempts to group customers according to some amalgamation of three categories of variables Activities,


Bibliography: * Wikipedia, http://en.wikipedia.org/wiki/Kingfisher_Airlines * "Fly Kingfisher", http://www.flykingfisher.com * eConference 2007 - Issue 6, "Interview with Girish Shah - Marketing head, Kingfisher Airlines Limited", 2007 www.airlineinformation.org/publications/Issue6_shah_kingfisher.html * Marketing study sites * http://www.business-standard.com/india/ * http://www.marketingprofs.com/ * http://toostep.com/ * http://www.scribd.com/ * Books : Kotler
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