United Breweries Limited: Kingfisher Beer’s social media marketing machine
Publication Type
Case
Publication Date
6-2012
Abstract
Perry Goes needs to convince the board of UBL that his social media strategy is the most viable and sustainable way to continue building the Kingfisher brand in India. In doing so, he needs to justify the company’s digital marketing group’s request for a 400% budget increase. To put this request into perspective, online marketing only constituted 1% of UBL’s overall advertising budget.
Keyword(s)
Social Media, Social Media Strategy, Social Media Marketing, Brand Management, Branding, Brand Building, Marketing, Online Marketing, Advertising
Discipline
Advertising and Promotion Management | Business Administration, Management, and Operations | Marketing | Sales and Merchandising
Research Areas
Marketing
Data Source
Field Research
Industry
Alcoholic Beverages
Geographic Coverage
India
Temporal Coverage
2010
Education Level
Executive Education; Postgraduate; Undergraduate
Publisher
Singapore Management University
Case ID
SMU-12-0011
Additional URL
https://cmp.smu.edu.sg/case/3321
Comments
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