This presentation talks about the various businesses of the UB group. It gives insights on its History, diversification, holding Structure and marketing strategies of the company.
This presentation talks about the various businesses of the UB group. It gives insights on its History, diversification, holding Structure and marketing strategies of the company.
introduction
about lifebuoy
Officially launched in India in 1935
India’s oldest personal wash brand
Always stood for health and hygiene, delivered through germ protection
Sales on more than 5bn per day
Had stagnant market share
stood for its health – plate-form
Was brick red in color with carbolic ingredient
Segment-Personal Care – Soap, Hand Sanitize r, Hand Wash
Target Group-All households, to provide a 100% anti-bacterial soap for complete protection
Positioning-Lifebuoy's hand wash goal is to provide affordable and accessible hygiene and health solutions
Parent Company-HUL
Category-Personal Care – Soap
Sector-FM CG
ADVERTISEMENTS
SWOT ANALYSIS
USAGE OF LIFEBUOY HAND-WASH-germ free, smell, healthy,100% secure ,care,safety
SEGMENTATION'S
PRICING STRATEGY
MARKETING STRATEGY
DISTRIBUTION TABLE
COMPETITORS-dettol, savlon
BRAND POSITIONING
AMBASSADORS
THANK YOU
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
Marketing Strategy of Alcoholic Beverage Start-ups in IndiaAbhirup Lahiri
A detailed research report on the marketing strategy of alcoholic beverage start-ups in India with in-depth analysis of consumer behaviour dynamics, popular branding efforts and a competitive landscape of the industry. The report also includes a case study of Bira91, one of the most successful start-ups in this industry in India.
It was published as a dissertation to the Marketing department of Indian Institute of Foreign Trade in the year 2017.
introduction
about lifebuoy
Officially launched in India in 1935
India’s oldest personal wash brand
Always stood for health and hygiene, delivered through germ protection
Sales on more than 5bn per day
Had stagnant market share
stood for its health – plate-form
Was brick red in color with carbolic ingredient
Segment-Personal Care – Soap, Hand Sanitize r, Hand Wash
Target Group-All households, to provide a 100% anti-bacterial soap for complete protection
Positioning-Lifebuoy's hand wash goal is to provide affordable and accessible hygiene and health solutions
Parent Company-HUL
Category-Personal Care – Soap
Sector-FM CG
ADVERTISEMENTS
SWOT ANALYSIS
USAGE OF LIFEBUOY HAND-WASH-germ free, smell, healthy,100% secure ,care,safety
SEGMENTATION'S
PRICING STRATEGY
MARKETING STRATEGY
DISTRIBUTION TABLE
COMPETITORS-dettol, savlon
BRAND POSITIONING
AMBASSADORS
THANK YOU
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
Marketing Strategy of Alcoholic Beverage Start-ups in IndiaAbhirup Lahiri
A detailed research report on the marketing strategy of alcoholic beverage start-ups in India with in-depth analysis of consumer behaviour dynamics, popular branding efforts and a competitive landscape of the industry. The report also includes a case study of Bira91, one of the most successful start-ups in this industry in India.
It was published as a dissertation to the Marketing department of Indian Institute of Foreign Trade in the year 2017.
A Case study on Havells India Limited, its growth prospects, company history and their marketing activities.
This study was a part of academic project for the college and has been appreciated. Gives insights on how distribution has been leveraged to create excitement in a product category which is generally not that exciting.
A complete presentation on the company Pepsi and analysis of it from marketing point of view including a brief about the company's history and its competitors, SWOT Analysis, Segmentation, Targeting and Positioning and 4P's followed by recommendations at the end.
Sample strategy plan - Basillio Butter - Moses GomesMoses Gomes
This plan will you to understand how to create a brand launch strategy plan and how to present your ideas in a pitch presentation. It highlights all the essential sections like research, insights, case studies, and presentation of the strategy along with ideas.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
3. About India’s leading drinks Group
United Breweries
• UB Group is an Indian conglomerate company headquartered in UB City,
Bangalore in the state of Karnataka.
• The company has annual sales of over US$4 billion and a market capitalization of
approximately US$12 billion.
• United Breweries is India's largest producer of beer with a market share of around
48% by volume.
• The company chairman, Vijay Mallya, who had been a member of the Indian
Parliament.
• The UB Group today controls 60% of the total manufacturing capacity for beer in
India.
12. Key Focus Areas
Brewery (Beer)
Spirits (Scotch, Whisky, Vodka, Rum etc)
Ground Reality
In India, promoting alcohol through television commercials, print ads and
hoardings is not allowed.
Alcohol – it has a great appeal despite the advent of Indirect Advertising
Inference
Discover new and innovative ways to engage consumers through right
communication when it comes to UB group’s Key Focus Areas
13. Analysis
Why UBL has taken Conglomerate Diversification Strategy?
Promotional Tool: Alcohol advertising is one of the most highly-regulated forms of
marketing. UB Group owning sporting teams provides a new platform to promote the
products associated with the team owners.
Target Audience: The Sports that UB Group endorses are long-term in nature with a strong
lifestyle component. It's focused around lifestyle sports in a country where affluence is on a
new high.
Economically Viable: The economic model of the Sport is such that it should provide good
Return on Investments. Sporting Teams can bring in money from sponsors and
merchandising. Can act as a business model where in the long run, cost become lower and
lower. Sponsors then buy space on the teams, and thus eventually Owners will get free
advertising.
Global Outreach: The sport has a viewership around the world, and will help the UB
Group reaching out to the Global Market. Indian Premier League and Formula are the best
promotional platforms to introduce their brands in the Global market.
14. Analysis
SAHARA FORCE INDIA F1 Team
Use their cars to promote the products associated with the UB Group
Expensive business (Lifestyle Sport)
Money from sponsors and merchandising
Formula One can be seen in almost every country and territory around the world
and attracts one of the largest global television audiences. Attracted a global
audience of 600 million people per race
15. Analysis
Kingfisher East Bengal and MacDowell’s No. 1 Mohun Bagan Athletic
• Having a 50% stake each, in the 2 most prestigious Football Clubs in India, Kingfisher
was bound to gain mileage on the growth of the sport.
Located in the Eastern region where the public is passionate about Football, the UB
Group would gain brand recognition.
These two brands products are sold in West Bengal in a higher ratio
UB Group has earned profit every year by these football clubs
16. Consolidation Strategy
After venturing into unrelated sectors, UB Group had planned to follow a new strategy in
effectively utilizing these diversified sporting assets. It wanted to combine its various
sports interests into a single entity and explore a possible listing on the bourses.
Reasons for Consolidation
Presently, these assets are spread across different divisions of The UB Group. With Force
India and Bangalore Royal Challengers proving to be good investment decisions, it’s
crucial for these assets to be channelized in the right direction for the benefit of The UB
Group.
The setting up of a Sporting Entity would also mean going for a possible listing or bring
in financial investors, which would help The UB Group recover finances.
17. New Product Initiative
Kingfisher Blue
It’s a young & sporty brand in the premium beer space, that’s sure to thrill the
adventurous young and those who seek something extra from life.
Kingfisher for decades has been the brand that has captured the consumers’ imagination
and has now added another premium beer to its portfolio.
Kingfisher Ultra
United Breweries launched Kingfisher ULTRA in a premium extension of its larger than
life brand Kingfisher.
Kingfisher ULTRA is a super premium beer launched in this newly emerging and
potentially promising segment.
18. Bullet
Bullet has been a favourite of people of Rajasthan ever since its launch
Bullet with its name and positioning has always had a rustic and son of the soil appeal,
making the brand endearing to its target audience.
Bullet comes with the stamp of a high quality product from a trusted company and at a
very attractive price.
UB Export Strong
UB Export Strong, a 'strong' avatar of Karnataka's much loved and iconic beer brand UB
Export was launched across Karnataka.
Owing to changes in the excise policy of Karnataka, the prices of beer went up, thus
making beer expensive for the masses and resulting in a decline in the beer industry
volumes. Being market leaders, United Breweries Ltd. took upon itself the task of
reviving the beer industry in Karnataka
Contd..
19. Kingfisher Draught
For the first time in India, and being one of its kind, Kingfisher launched ‘Draught in a
Can’ in a convenient 500 ml can.
This completely unique concept was specifically developed for people who think there is
nothing better than beer on tap.
It is no surprise that the crisp taste of the “freshest thing in a can” is loved by the
Kingfisher Draught fans.
The convenient 500 ml size makes it easier to guzzle on the go.
Contd..
20. Kingfisher Calendar
• The Kingfisher Swimsuit Calendar is a successful property the brand has
developed over the years.
• Conceptualised along the lines of the Pirelli calendar, the Kingfisher Swimsuit
Calendar is the perfect blend of fashion, fun and glamour.
• Over the years, its unveiling has become one of the most eagerly anticipated
events in the Indian fashion calendar.
• Introduced in 2003, the 'Kingfisher Swimsuit Special' became the pioneer of
sorts in India and led the path for many such concepts to follow.
25. Indirect Promotion
Kingfisher Water
The best in class Kingfisher’s premium packaged drinking water is prepared by
removing undesirable dissolved solids , suspended solids, biological contaminants
and gases from water.
26. My suggestion to the company
Introduce new product in spirit segment
Tying up to more retail outlets for selling of beer
Entry into flavoured market
Introducing new innovative packaging
Tie up with restaurants
More promotional activities should take in Goa
Use Press Media for Promotion
27. Jo hath lag jaye vo kya large,
Lekin large banta hai un hi choti chijo se,
Small milate jao, larg banate jao.