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Case
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Reference no. SMU-12-0011
Subject category: Marketing
Authors: Philip Charles Zerrillo (Singapore Management University); Venkataramanan S N (Singapore Management University)
Published by: Singapore Management University
Originally published in: 2012
Version: 2012-06-19
Revision date: 22-Apr-2014
Length: 9 pages
Data source: Field research
Topics: Social media; Social media strategy; Social media marketing; Brand management; Branding; Brand building; Marketing; On-line marketing; Advertising
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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.
Location:
India
Industry:
Alcoholic beverages
Other setting(s):
2010
Teaching note
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Reference no. SMU-12-0011TN
Subject category: Marketing
Authors: Philip Charles Zerrillo (Singapore Management University); Christopher Dula (Singapore Management University)
Published by: Singapore Management University
Originally published in: 2012
Version: 2012-06-19
Revision date: 22-Apr-2014
Length: 12 pages
Data source: Field research
View full details

About

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.

Settings

Location:
India
Industry:
Alcoholic beverages
Other setting(s):
2010

Related

Teaching note
-
Reference no. SMU-12-0011TN
Subject category: Marketing
Authors: Philip Charles Zerrillo (Singapore Management University); Christopher Dula (Singapore Management University)
Published by: Singapore Management University
Originally published in: 2012
Version: 2012-06-19
Revision date: 22-Apr-2014
Length: 12 pages
Data source: Field research
View full details