Title

United Breweries Limited: Kingfisher Beer’s Social Media Marketing Machine

Publication Type

Case

Year Completed

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

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

Comments

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