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

• المؤلفون الرئيسيون: ZERRILLO, Philip C., VENKATARAMANAN, S. N., DULA, Christopher
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2012
• الموضوعات: 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
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/cases_coll_all/43; https://cmp.smu.edu.sg/case/3321

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...