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

• 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
• Institution: Singapore Management University

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...