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Amit Bagarde 05 Ankita Sen 21 Devdeep Guha 32 Manvendra Tiwari 61
You are about to experience The Good Times««
As A Brand .
Beverage Alcohol Pharmaceuticals Aviation Fertilizers International Trading Media Construction Fashion Clothing .
Logo Bottle Kingfisher Bird Red Color Jingle Stylish Vibrant Casual Youthful Socialist Professiona l Friendship Beer Lovers Passionate Stylish Young Elite Class Show-off Status-symbol Outgoing Independent Premium Believe In Having Good Times Believe In .
Probably raising a toast at the end of a deal. Looking at their casual attire they look like typical marketing professionals enjoying a glass of beer on a hot sunny day. Young executives (expats) at an Indian Restaurant. The male in the photo looks casual and happy go lucky going with the flow of life. Belongs to section B. .Age is around 25 yrs to 30 yrs.
the brand Kingfisher stands for excitement and youthfulness Kingfisher.Kingfisher. youthfulness. enthusiasm. and perfect aim It zeros on its target with unfaltering focus All its colors represents energy. freedom with a . the bird is known for its keen instinct.
Reposition ing . It has positioned itself as ³The King of good times´. party or just chill out.Positioning Kingfisher positioned itself as a brand for successful & professional individuals who are always ready to take a break.
Target Market Kingfisher Mild Youth drinking for fun Urban women who drink light First time drinkers who drink for experience Kingfisher Strong Those who want something stronger than light beer Regular drinkers who drink strong beer .
Target Group Young Exécutives .
Touch Points Mobiles Ads on internet sites Television (NDTV Good Times) Print Media Hoardings (street/malls) Gym Spending time with friends at the club/pub/lounge .
Passion Points Hanging out Clubbing Social Networking Gyming Shopping Adventure Sports .
Brand Pyramid Advocacy (45%) Buy (60%) 75 % 80 % Consideration (75%) 83 % Awareness (90%) .
e increase advocacy To communicate the message that Kingfisher is a Good times partner .Campaign Objective To convert prospects who consider into actual buying To create a loyalty among target audience i.
Campaign Execution Campaign was carried out across many popular youth hangouts around the country .
How would we increase good times? Social media .
sensuality and GOOD TIMES .Calendar! We promise to bowl you over with the overdose of style.
KINGFISHER makes a commitment to promote all the big fashion events of the country!!!! .Events!! Fashion Shows Being the undisputed King of Fashion & Style.
KINGFISHER.Night Out! .
If you need to know how much it costs. YOUNG MAN!!!! You have¶nt experienced good times!!! . you obviously don¶t move in the right social circle. If you need to taste it.Print!! This is an advertisement for KINGFISHER Ultra! If you need to see the bottle. turn the page. you don¶t have the experience to appreciate it.
Banners at Pubs .
Sports!! Cricket F1 Force India Football Online Digital Games .