Final Kingfisher

8/3/2019 Final Kingfisher

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Integrated

Marketing

CommunicationGROUP 1Amit Bagarde

05

Ankita Sen21

Devdeep Guha

32

Manvendra Tiwari


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Alert!!!

You are about to experience

The Good Times


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As A Brand


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Beverage Alcohol

Pharmaceuticals

Aviation

Fertilizers

InternationalTrading

Media

Construction

Fashion Clothing


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Logo

Bottle

Kingfisher

Bird

Red Color

Jingle

StylishVibrant

Casual

Youthful

Socialist

Professiona

l

Friendship

Elite Class

Show-off

Status-symbol

Outgoing

Premium

Believe In

Having Good

Times

BeerLovers

Passionate

Stylish

Young


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Age is around 25 yrs to 30 yrs. Belongs to section B. Youngexecutives (expats) at an Indian Restaurant.

Looking at their casual attire they look like typical marketing

professionals enjoying a glass of beer on a hot sunny day.

Probably raising a toast at the end of a deal. The male in the

photo looks casual and happy go lucky going with the flow of


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Kingfisher- the brand

Kingfisher stands for excitement and

youthfulness

Kingfisher, the bird is known for its keen

instinct, and perfect aim

It zeros on its target with unfaltering focus

All its colors represents energy,


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Positioning

Kingfisher positioned itself as a brand for

successful & professional individuals who

are always ready to take a break, party or

just chill out.

It has positioned itself as The King of

good times.

Repositioning


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Target Market

Kingfisher Mild

Youth drinking forfun

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 strongbeer


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Target Group

YoungExcutives


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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


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Passion Points

Hanging out

Clubbing

Social Networking

Gyming

Shopping

Adventure Sports


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Brand Pyramid

Advocacy(45%)

Buy (60%)

Consideration (75%)

Awareness (90%)

83%

80

%

75

%


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Campaign Objective

To convert prospects who consider into

actual buying

To create a loyalty among target audience

i.e increase advocacy

To communicate the message that

Kingfisher is a Good times partner


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Campaign Execution

Campaign was carried out across many

popular youth hangouts around thecountry


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ow wou we ncrease

good times?

Social media


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Calendar!

We promise to bowl you over with the overdose

of style, sensuality and GOOD TIMES


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Events!!

Fashion Shows

Being the undisputed King ofFashion & Style,

KINGFISHER makes a commitment to

promote all the big fashion events of thecountry!!!!


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KINGFISHER- Night Out!


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Print!!

This is an advertisement forKINGFISHER

Ultra!

If you need to see the bottle, you obviouslydont move in the right social circle.

If you need to taste it, you dont have the

experience to appreciate it.

If you need to know how much it costs, turn thepage, YOUNG MAN!!!!

You havent experienced good times!!!


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Banners at Pubs


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Sports!!

Cricket

F1 Force India

Football

Online Digital Games


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heers!!!

Final Kingfisher

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