United Breweries Limited: Kingfisher Beer’s Social Media Marketing Machine
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.
Social Media, Social Media Strategy, Social Media Marketing, Brand Management, Branding, Brand Building, Marketing, Online Marketing, Advertising
Advertising and Promotion Management | Business Administration, Management, and Operations | Marketing | Sales and Merchandising
Executive Education; Postgraduate; Undergraduate
Singapore Management University