Assignment Your client wants you to present a creative brief based on how you can perform some creative interventions to assist with one of its products. First, research and select a company of your...

Product Overview
United Breweries Limited (UBL) is supposed to be an undeniable leadership in its
market with a share in the National market more than 50%. Through a practice of aggressive
market penetration and Mergers & Acquisitions, The UB Group has control over 60% of the
total Beer Manufacturing capacity in India. (Kingfisher, 2013) Kingfisher which is
considered to be the flagship brand in all the categories of United Breweries has become the
best and the largest selling Indian brand even in global scenario which is a huge achievement.
It is also exported from the UK to the European markets and from Canada and India to major
markets in the South East Asia, the Far East and even in Australia and also has served to ten
International Airlines on board. Brewing to the perfection and quality commitment is a rich
heritage and our obsession.
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Source: http://unitedbreweries.com/Strong.aspx
http://unitedbreweries.com/Strong.aspx
Current Target Market
Segmentation, Targeting and Positioning (STP)
Segmentation
Kingfisher beer has always tried to segment the market on the basis of rural and urban
population, though it is available all over India, but it seen a dominant player in South and
West India. Moreover Kingfisher has also done segmenting on the basis of geography and
designed different products for different preferences and giving more emphasis on Northern
and western region of the country, though it is present and distributes in all parts of the
country.
A demographic segmentation is done on the basis of its available products though
legal age to drink beer is 25 and above but still major sales is done for the under aged youth
so to target those it has introduced Kingfisher mild and for people above twenty five years
have Strong Beer (Kingfisher strong).
Target Market
Beer is a beverage generally associated with young population and mostly caters to
the youth. Hence Kingfisher like any other beer company has majorly tried to serve those
young customers who like to have strong beer, and then leveraged the brand image in serving
other categories.
Kingfisher has targeted two different products to two different groups, Kingfisher
mild which has less than 5 percent of alcohol content to the youth who just drink for fun in
parties, and for the first time drinkers who just want to have experience. And for the urban
females who generally avoid strong beers and have a replacement for that. And second is
Kingfisher Strong with high alcohol content for regular drinkers who prefer only strong beer.
Positioning
It has not positioned itself as some premium beer though prices...