Download - 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!!!