Case of Kingfisher

Thomas Leishman, in 1857 founded United Breweries Group or UB Group. Headquarter

of the company is situated in Bangalore, Karnataka. Companys annual sales are more
than US $4 billion and market capitalization is around US $12 billion. Beverages,
aviation, electrical, and chemicals are the main industries UB group operates
in. Kingfisher is the most popular brand of the company. It sells its beer and has an airline
brand under this same name. Group has acquired several other alcohol brands as well.
Kingfisher was launched in 1978. It gained immediate popularity and had more than 50%
market share. Currently it sells in more than 52 countries other than India
and The Heineken Group has 37.5% stake in the company.
Close to 3-4% of annual budget is being spent on social and digital media by Kingfisher
and this number is doubling every year-two year. Social media team is very flawlessly
incorporated. All the top managers are also on Twitter and Facebook, so that they can also
keep in touch with what is happening in online space. Its practically mandatory for
marketing employee to be a fan of Kingfisher and Heineken so that they want to fine tune
their effort.
Solution:
They recently hired people from social media companies to design a social media
strategy. It will include websites such as Facebook, Flick, YouTube, Pinterest/Reddit and
Twitter. Recent #KFBeerUp campaign had gone viral. Kingfisher has a devoted digital
marketing team which looks after and investigates all the social media activities in
various channels. Moreover, brand also has a digital marketing agency which works 24x7
for the brand; it doesnt matter if it is holiday, if theyre at home or office. Social media
space is constantly monitored all the time.
http://www.eventfaqs.com/news/ef-03047/Kingfisher-organizes-KFBeerUp1351701733343.html#.VUo9INKqqko
http://www.soravjain.com/kingfisher-beer-kfbeerup-social-media-case-study
http://kingfisherworld.com/cricket/kfbeerup/
Pics from the event: