Kirin faces moderate threats of new entrants and suppliers but high threats of substitutes and buyers in the beer market. Rivalry is very high as Kirin divisions and competitors cannibalize sales. Kirin has the largest market share in Japan and looks at suppliers as equals, though it has not leveraged power over them. More buyers and choice increases buyers' bargaining power. Demographic segments for Kirin include targeting heavy users in their 30s-40s in Japan, and rising incomes in India correlate to increased beer consumption. Psychographic segments prefer alcoholic or non-alcoholic beer based on tastes, and health-conscious prefer lower carb options. Beer is popular on festive occasions and benefits socializing and stress

1. MICHEAL PORTER’S FIVE FORCES
Threat of new entrant
Moderate
Beer manufacturing takes average
amount of capital to enter. To
compete KIRINs level is may not
possible.
Threat of Substitutes
High
Kirin market share is stable. Most
other beer maker produce various
taste and cost reduction.
Bargaining Power of
Suppliers
Moderate
KIRIN has the largest market
share in Japan which could
give it much power over
suppliers but it has not used
that and looks at suppliers
and their needs as equal.
Bargaining Power of
Buyers
High
More than millions of beer
buyers per year and over ten
companies to choose form.
Public is increasingly drawn
in by costly incentives.
Intensity of rivalry
Very High
Kirin other division cannibalize
their own sales as well as all other.
(Competitors- Asahi, Sapporo,
and Suntory)

2. DEMOGRAPHIC SEGMENTATION
•According to people income benefits, Kirin introduced more alcohol at lower cost,
therefore 6% alcohol provides ultimate relaxation
•Buddy’s target audience in Japan is the “heavy users,” mostly men in their 30s and 40s
•Rising income levels: India is home to nearly one-sixth of the global population and
is one of the most attractive consumer markets in the world today. Various research
studies have shown that a rise in the income levels has a direct positive effect on beer
consumption.
•Changing age profile: As a consequence of the high birth rates prevalent until the
1990s, a large proportion of the Indian population is in the age group of 20-34 years.
This age group is the most appropriate target for beer marketers. This population trend
will give a further boost to the growth of beer consumption in India.

3. PSYCHOGRAPHIC SEGMENTATION
 Alcoholic Preferences People:-
People who likes alcoholic would opt for alcoholic beer.
 Unalcoholic Preferences People:-
People who don’t likes alcoholic would prefer unalcoholic
beer.
 Health Conscious People:-
People who are health conscious would prefer 70% less
carbohydrates.

4. BEHAVIORAL SEGMENTATION
 OCCASIONS:-
Festive seasons like Diwali, New year because people prefer to
celebrate with friends, its other way of enjoyment.
E.G., In TAMILNADU Tasmac earning on Diwali sales touches rupees 450 crores, out
of that beer sales is 100 crores(6000 cases).
 BENEFITS:-
Because of having beer our body temperature get maintained as cool &
also it used to shiny skin for human being.
 ATTITUDE:-
Some bought it to socialize with friends and family, some bought it
for its taste as a beverage to complement certain foods, some bought it to
mellow out and forget worries after a hard day's work, or some bought it to
simply get high and have fun. Or, there could be other personal reasons(love
failure, family problem etc.,) for consumption (health, family or cultural habits,
and so on)

5. GEOGRAPHIC SEGMENTATION
 Ranking :- Kirin beer is the top ranking company is that it owns the majority of No. 1
position in various geographic regions.
 Geographic:-
Country wise - USA, Canada, Japan, Europe, Asia-Pacific, Latin America
It attempts to clarify those characteristics closely connected with international
competitiveness
 Urban/rural:-
The gap between the richest and poorest in the world is widening at an alarming rate—
one of the quickest in the world.
This gap is due in large part to the differences in income between urbanites and rural
residents, but coupled with this gap, is a very noticeable income gap through various
regions.
The average income of an urbanite is roughly three times that of a rural resident and the
average income of someone living in one end is 2.25 times higher than that of someone
living in the other end.

6. TARGETING
 The target audience becomes younger,
a light beer is expected to attract first-
time drinkers, since it is much milder
than any of the other beers in the
country.
 Kirin targeted young adult & female
markets.
 Kirin targeted diabetes patient
( sugar free & zero calories products)
 Kirin products marketed to females have begun
to emphasize the health benefits of drinking and
include ingredients used in beauty products.

7. POSITIONING
 Kirin have the off-site distribution channels.
 They built the extensive distribution network.
 And also they doing direct sales to the customer.

8. ANS – OFF MATRIX
EXSITING MARKET NEW MARKET
EXSITING
PRODUCT
MARKET PENETRATION
Kirin has enjoyed strong
relationships with specialist
retailers of alcoholic
beverages.
These economy beers represent
one half of the recent polarization
in the Japanese beer market.
PRODUCT DEVELOPMENT
Kirin introduced a new beer in
2002 with 70% less
carbohydrates than normal beer.
This also had to factor in any
possible losses due to
cannibalization of existing Kirin
products. Kirin had Lager,
Light, Draft, and Dry products
on the market.
NEW PRODUCT MARKET DEVELOPMENT
Kirin launch new products with
more distinctive packaging,
westernized brand names, and
younger images.
DIVERSIFICATION
“On-site” sales are purchases at
bars and restaurants that are
consumed at those locations,
while
“off-site” sales are purchases at