Perry Goes, the vice president of strategy at United Breweries Limited (UBL), 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, digital marketing only constitutes 1% of UBL’s overall advertising budget.
Through this case, students will understand the key principles of brand activation. They will be in a position to appreciate contemporary dynamics of marketing and sales in the information age. Students can identify best practices in social media marketing; and identify how UBL’s marketing channels and touch points fit into the Consumer Decision Journey model and explain why the traditional ‘funnel metaphor’ is often no longer appropriate in the information age.
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