United Breweries Limited: Kingfisher Beer’s social media marketing machine

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 int...

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Bibliographic Details
Main Authors: ZERRILLO, Philip C., VENKATARAMANAN, S. N., DULA, Christopher
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2012
Subjects:
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
Sales and Merchandising
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/43
https://cmp.smu.edu.sg/case/3321
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Institution: Singapore Management University
Language: English
Description
Summary: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.

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