In a bid to stir up the stagnating strong beer market, Kingfisher Strong – the fastest growing beer brand in the country, has launched a pint size variant alongside introducing a number of price and pack-centric offerings. Initially targeted at the Karnataka market, the new offerings will be extended nationally on a response-based strategy.
Speaking on UB’s market expansion strategy, Kiran Kumar, Assistant VP, Sales & Marketing, UB Ltd, said, “Launching size variants across price points will further help us consolidate the leadership position in our home market”. Kingfisher Strong has recorded a growth rate of 29 per cent as opposed to the four to five per cent growth recorded by the industry.
Kumar added that the ‘value pack’ positioning of the pint variant is expected to boost strong beer sales especially in markets like Karnataka, which has been stagnating over the past few years. Besides this, the use of the refund concept – a first in the beer segment, is also expected to serve as fitting bait for the value-driven consumer.
The recently launched 250 ml Kingfisher Strong Mini pack has also undergone some positioning tweaks. Taking the focus away from the ‘kick’, the pack is now being promoted as a quick refresher.
A similar move will however not be taken for Kingfisher lager. According to Kumar, the brand has a certain premium attached to it, which will not make a price-centric approach appropriate.
The new offerings, according to Kumar, will be mainly promoted through point-of-purchase communication. “Any price-focused or value-driven proposition is best received at the point of purchase and that’s where we will reach our consumers,” he said.
Launched in 1999, Kingfisher Strong, which recorded sales of two million cases in its first year, has recently hit the 10-million mark.