Pricing Strategy
Kingfisher serves premium quality beer. Even though they face impetuous competition from their competitors, it doesn’t have any effect on its pricing strategy.
They adopted a premium pricing strategy for its premium products. Even if they have to increase its product price than its rival brand, they will not compromise the quality of the product. This actually worked and led to increase in revenue
The price range for a 650 ml beer bottle lies between Rs.94-100, 330 ml lies between Rs 56-113 and for 500ml between Rs.83-89.
The table below shoes the prices of various kingfisher beer categories
330
500 ml (24
Price List
650 ML
ML
cans)-bulk deal
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King Fisher Storm Strong Beer
135
80
100
King Fisher Ultra Maxx Beer
170
100
120
Kingfisher Blue Premium Beer
120
75
100
Kingfisher Mega Strong Premium Beer
98
Kingfisher Premium Lager Beer
125
80
100
Kingfisher Ultra Lager Beer
170
100
120
Kingfisher Strong Premium Beer
130
70
105
Kingfisher Draught Beer Can
100
Brands like Budweiser, Bira , Carlsberg, Tuborg, Haywards used the same pricing strategy with the price range same as Kingfisher’s
The following table shows the prices offered by these brands :-
330
500 ml (24
Price List
650 ML
ML
cans)-bulk deal
Budweiser Premium King of Beers
160
100
125
Budweiser Magnum Strong Beers
185
110
150
Bira 91 Strong Beer
200
170
130
Bira 91 Light Beer
–
110
150
Bira 91 White Beer
–
140
190
Bira 91 Blonde Beer
185
110
161
Carlsberg Green Beer
160
90
120
Carlsberg Elephant Strong Beer
160
–
125
Tuborg Green Beer
120
80
90
Tuborg Strong Beer
125
70
95
Haywards 5000 Beer
120
65
95
Haywards 2000 H2K Beer
130
85
They have an advantage as most of them have a lower price than that of Kingfisher.
There are some other competitors like Corona , London pride who adopted the premium pricing strategies with high quality product at a premium price.
330
500 ml (24
Price List
650 ML
ML
cans)-bulk deal
London Pride
–
295
–
Corona Extra Beer
–
320
–
Corona Light Beer
–
320
–