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SUMMER TRAINING PROJECT REPORT ON “MARKETING STRATEGY & IMPLEMANTATION”
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Submitted in partial fulfillment of the requirement for the award of degree Of MASTER’S OF BUSINESS ADMINISTRATION SESSION (2014-2016) SUBMITTED TO: - SUBMITTED BY:-
UNITEDWORD SCHOOL MAHLA UPENDRAKUMAR N. OF BUSINESS PGDM AHMEDABAD ROLL NO: 53 ENROLL NO: 040201142
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ACKNOWLEDGEMENT
It is my pleasure to be indebted to various people, who directly or indirectly contributed in the development of this work and who influenced my thinking, behavior, and acts during the course of study.
I express my sincere gratitude to Dr. Bhuvneshwar Gupta worthy Principal for providing me an opportunity to undergo summer training at Brandveda, Gandhinagar.
I am thankful to Mr. Saurabh Pandey for his support, cooperation, and motivation provided to me during the training for constant inspiration, presence and blessings.
I also extend my sincere appreciation to Dr. Kishor Bhanushali who provided his valuable suggestions and precious time in accomplishing my project report.
Lastly, I would like to thank the almighty and my parents for their moral support and my friends with whom I shared my day-to-day experience and received lots of suggestions that improved my quality of work.
- Upendrakumar Mahla
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DECLARATION
I, MAHLA UPENDRAKUMAR N, student of MBA IInd Semester, studying at UNITEDWORD SCHOOL OF BUSINESS, AHMEDABAD.
Hereby declare that the summer training report on ―MARKETING STRATEGY & IMPLIMANTATION‖ submitted to UNITEDWORLD SCHOOL OF BUSINESS, AHMEDABAD in partial fulfillment of Degree of Masters of Business Administration is the original work conducted by me.
The information and data given in the report is authentic to the best of my knowledge
This summer training report is not being submitted to any other University for award of any other Degree, Diploma and Fellowship.
- UPENDRAKUMAR MAHLA
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PREFACE
Brandveda was establishing at Gandhinagar the capital of Gujarat, India. The Brandveda came in the market with the concept of the online marketing activity which is the new thing in the market and the industry required more on this days. The technology everyday increase day by bay and more people connected with the internet so mass communication done on internet channel so for brand awareness this is the best platform for the marketers base on this concept the awareness should be there to the so industry could hire the potential student. Brandveda help to increase the student skill and aim to focus on skill only so any student can approach the high level of the professional career, So Brandveda came in the market under the field of education.
The project work on the assessment of Marketing strategy & Implementation was carried out under the guidance of project Guide Mr. Saurabh Pandey founder and Mr. Sandip Trivedi co- founder Brandveda, Gandhinagar, Gujarat and faculty Guide Dr. Kishor Bhanushali, UWSB Ahmedabad. Which help me more and give the proper guidance about this work.
To study the Marketing strategy & Implementation will be helpful to the marketing students who want to understand the marketing field. In this report you can find the best practicle example with good knowledge of information and the link also provided as a footmark this will be getting more help.
I hope my study will be more help to understand the practically the Marketing strategies which are used in the real life. In this study offline and online both marketing strategies explain with the live examples and discuss about such kind of tools by that the marketing activity done and at the last the finding, suggestion and the conclusion of the study provided.
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List of Tables
No Title Page No 1 Course of company 2 2 Type of course 4 3 SWOT Analysis 4 4 Scenario of Brandveda 5 5 Social Gread 39 6 Activity rates 62 7 Marketing plan 85 8 Gandhinagar available sites 89
List of Figures
No Title Page No 1 Sandesh Cost list 58 2 Radio mirchi cost list 59 3 Buying cycle 86 Marketing plan 87 Online advertisement plan 87 Prelaunch campaign plan 90
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INDEX
NO TITLE PAGE NO Title Page I Acknowledgement II Declaration III Preface IV List of tables V List of figures V Chapter 1 Company 1 1.1 Overview of company 1 1.2 Customer 3 1.3 Competitor 3 1.4 Environment and technology 3 1.5 SWOT Analysis 4 1.6 Know to Brandveda 5 1.7 Title of internship project 6 Chapter 2 Objective of study 8 Chapter 3 Marketing strategy and Implementation 9 3.1 LG Promotion 9 3.2 HavasDigitaluses data 11 3.3 MTV Roadies 13 3.4 Evalueserve 16 3.5 Volksvegan India 18 3.6 Hyundai i10 21 3.7 Adidas cricket 23 3.8 Kingfisher Beer 26 3.9 Listening on Social Media 27 3.10 Reliance Digital 29 3.11 Top 4 Facebook Apps by Brands for Marketing 31 3.12 HDFC Social Media Market 37 3.13 Why this #Kolaveri di! 40 3.14 ZEE TV Fear Files 42 3.15 Best Short-term campaign 43 Chapter 4 Marketing Strategy 45 4.1 Offline marketing strategy 45 4.2 Online marketing strategies 52 Chapter 5 Advertisement 57 5.1 Offline advertisement 57 5.2 Online marketing advertisement 68 Chapter 6 Internship Leanings 84 6.1 Video Editing 84 6.2 Online survey form 84 VIII
6.3 Marketing Plan 85 6.4 Buying cycle 86 6.5 Marketing Plan for Expanding Business 87 6.6 Brandveda online campaign 88 6.7 Hording marketing activity 89 6.8 Prelaunch campaign plan 90 Chapter 7 Results and Finding 91 7.1 Results 91 7.2 Finding 91 Chapter 8 Conclusion 93 Chapter 9 Limitation of Study 94 Chapter 10 Suggestion 95 Chapter 11 Bibliography 96 11.1 Article Source 96 11.2 Useful links 100 Annexure
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Chapter 1 Company 1
1.1 Overview of Company
Brand Veda is a digital marketing institute was formed for the purpose for empowering the people as well as to spread awareness. Brand Veda has motive to empower people not by way of teaching people but providing them practical knowledge of digital marketing. The aim of brand Veda is to serve knowledge and make them successful in the field of digital marketing .The brand Veda also include the role of sharing practical experience of marketing as well as digital marketing by experienced faculty Saurabh Pandey and Sandip Trivedi in the this field of more than 10 years .The company was incorporated a one year ago and at recent time the company has empowered more than 70 students and the have also trained more than 300 students in workshop and seminars. A team of trained and experienced professionals guided by Saurabh have developed the Specialized Programmed and Workshop that prepares admitted students and professionals for many challenges, making them more valuable to their organizations and helps them to grow both professionally and personally. .
As an entrepreneur, Saurabh along with his collegue , Biswanath Mukherjee has worked closely and under the guidance of V Ramani, Founder of IAMAI ( Indian Association of Mobile & Internet Saurabh has also worked for brands like HDFC, Bank of Baroda, PMC Bank, BSNL India, Wockhardt Foundation, SG Cricket,Mitashi, Lokmanya Foundation, Indo-French Project and many more. Saurabh believes in delivering practical, applied and conceptual knowledge, which has been designed and developed through intensive research, creative application, communicating with various industry professionals and through the understanding of market needs. 2
He meet Saurabh Pandey (founder at BrandVeda) at the beginning of 2014. He was working under him as a Trainee at Landmark Honda, where he was heading the Marketing department. We were working in the digital space, Running Different PPC campaign (Display & Search) and he realized that there was a serious deficiency in the industry around the skills required to plan and deliver digital marketing campaign. None of the schools of colleges or universities had even considered this discipline to be worthy of inclusion in their plans. So we saw this as an opportunity to gain a lead in educating marketers (and later all comers) to understand the new growth area of digital marketing.
The Digital Marketing Professional Program offers students a fresh perspective in online marketing in the global scenario. The course aims to provide students a thorough understanding of digital marketing concepts with the help of live projects, case studies and world class training methods
Table1: TYPES OF COURSE
Sr.No Course Fees Hours 1 Digital marketing course 9000 40 2 Google Analytics + Digital marketing course 16000 70 3 SEO 11999 35 4 SEM 11999 35 5 Display advertising 11999 35 6 Video advertising 11999 35 7 Google Analytics + Digital marketing course + video 22000 80 8 DMC+GA+SEO+SEM+DISPLAY+VIDEO+BING+ 47000 6 MONTH INBOUND 9 Google Analytics 11900 35
Details:
2-month program spanning 60 hours of learning engagement (35 hrs classroom training, 15 hrs. e-learning & 10 hrs. project) Access to e-learning content for 3 months to learn at your convenience Classroom training from expert faculty who are Industry Experts , having more than 7 years of Experience Live projects for hands-on learning. Placement assistance on successful completion of the program
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1.2 Customer
Students with a Management or Engineering background have a better opportunity in this field Individuals / beginners seeking career opportunities in the marketing domain Professionals who want to shift to digital marketing or those who are beginners in the field of digital marketing Marketing professionals who use digital marketing to meet their marketing objectives. Our specific target customer were students who are engaged in the field of BCOM, MCOM, BBA,BCA, MCA, MBA, PGDM, Computer science , IT professional , and experienced person in the field of marketing. 1.3 Competitor
Brand Veda is basically Startup Company but we have monopoly in the field of empowering the people rather than teaching to people .we believes in providing practical approach and spreading knowledge. We have monopoly in traditional teaching approach as compared to online mode and SLV training approach.
Our major competitors are as follows:
NIIT DIIM NMIMS VSKILLS DIGITAL VIDHYA DMP Learning catalyst
Here all are outside or online Learning Institute are situated like NIIT,DIIM,VSKILLS,DIGITAL VIDHYA,DMP but now new competitor came in the Market is Learning catalyst which is big share in the market and have good professional people.
1.4 Environment and Technology
The company environment consist of staff of 5 to 6 member working in this organization in the field of digital marketing as well as offline marketing .The external environment consist of providing services to corporate office such as SEO, SMM, etc. The company is using technology such as Google Adword tool, Google analytics tool and other various tool of online marketing and also includes pamphlet, flier, brochure, events, cold calling, Reference following, follow up , SMS distribution etc. 4
This are the list of following technology used in our organization
Table2: Brandveda Services
Digital Marketing Online reputation management
Brand Management. Paid search - Pay per click Marketing.
Generating Business ROI Analysis
Handled Sales Search Engine Marketing (SEM)
Competitive analysis Search Engine Optimization (SEO)
Online Marketing Strategy. Inbound marketing
Lead Generation Social Media Strategy
Local search optimization Social Media Marketing (SMM)
Tie ups Web Analytics, Conceptualizing, monetizing
Client Servicing Website development & optimization
1.5 SWOT Analysis Table3: SWOT Analysis
STRENGHT WEAKNESS The major strength of Brand Veda is The major weakness of Brand Veda is empowering people through digital competitors are less but they are more old marketing and trainer have experienced in the then Brand Veda and providing same type of field more than 10 years and providing skills and such competitors brand are more certification of Google Awards , Google well known then brand Veda. So compete Analysis and many more. Brand Veda is still with them it takes a time. in the field of Promoting Landmark Honda and Mercedes Benz OPPORTUNITIES THREAT The opportunity is huge because people To survive in the market is seems to be a are not aware of digital marketing and now a major threat. Because to compete with other trend is more going towards digital is a big challenge that one can face and to marketing. According to the survey, 1.5 lakh generate customer is big thing. opportunities will create by end of the year 2016. 5
1.6 Know to Brand Veda:
The aim of brand Veda is to serve knowledge and make them successful in the field of digital marketing .The brand Veda also include the role of sharing practical experience of marketing as well as digital marketing by experienced faculty Saurabh Pandey and Sandip Trivedi in the this field of more than 10 years Brand Veda offers certification course in digital marketing, Search Engine Marketing, Search Engine Optimization, Web analytic, Social media Marketing, Inbound marketing & Display Marketing . We would also be starting with Courses in Mobile Marketing, Mobile App marketing in near future
Campaign Uddan:
Now brand Veda Start Udaan Campaign for the needy people for who can‘t pay fees so for them Brandveda take initiative to literate those people and get them best knowledge and job opportunities so they can make their future bright.
Table4: Brandveda analysis
MARKETING HUMAN RESOURCE Brand Veda do both offline marketing such as Brand Veda is limited liability partnership firm flier distribution , brochure , events, cold and Startup Company so the members are 5 but calling , lead generation etc. also do marketing yes we can say that with a short time it would in the field of online marketing such as online increase up to 15. events, mass mailing etc. OPERATION FINANCE Brand Veda is startup company so operation is Partner or we can say entrepreneur both done by 5 members only. equally finance their own company.
Basic Learning From this company is that we are the working here as part of the company and here we are such initiate such kind of ideas so by that company get benefit. So here up till now we are working as the marketing team and planning for branding strategy, campaign, Business development (B.D), Event Management etc. that is great kind of learning we get. Marketing in the Collage meet with different kind of professional people and introduce the Brandveda Product so they can give chance to the company so that Seminar and Workshop can be conducting efficiently.
1.8 Title of internship Project:
The Marketing Strategy and Implementation
Objective of the internship project:
The main objective of the internship report is to increase knowledge of pure marketing and its strategy in which include marketing plan, business development, 6
Advertisement and it‘s types, ATL and BTL activity and price, and key learning of implementation of the various kinds of the marketing activity.
Target: After 17th May 2015 we had such kind of task for branding and some part of sales.
The Branding Activity in the Brandveda which is known for the digital marketing institute for that we have done different kind of awareness program like
Canopy activity at Gujarat University at that day target given by company which we have archive. Brand Development use for the awareness of branding for that different kind of activity must be done for that brandveda distribute flyers for that praising, location target, opportunities for that all that plan must be done. Hording Activity should be done for the visibility of brand and product for that contact with person, choose location so that optimum people can observe. Online promotion like Facebook and using Google Adwords brandveda doing ad campaign so for that planning, create ad group, target location, find website placement etc. Brandveday have online product as online learning course so for that video editing using Audacity and Windows Movie Maker that learning key of the mine.
Achievements: By doing marketing activity sales in part of marketing so it is also most important part for any company so for that divide in different team and first target different collage and meet to the dean/ Marketing HOD/ Training and Placement officer with proposal of doing workshop/ seminar in the different collage. Next we get target for leads generation like daily 30 leads we have to generate in that categories are their like Hot, Cold and Worm leads base on the student‘s interest.
Strategy:
Call up the leads, Follow them do meetings with client
Limitation:
In this company such kind of product so that only MBA (Marketing), BBA, B.Sc. IT, M.Sc. IT, IT Professionals, BCA, MCA and marketing Professionals who want to take interest towards the online marketing of promote business online that people we have to target.
Brandveda is initial grow up company which have powerful product which required everyone for branding, promotion, awareness activity because of online trend increasing every day. So by doing SIP in this company learning key encourage me for doing work every day productive.
Address: D-105,Swagat Flamingo- Sarkhej Highway, Near Infocity Gandhinagar.382421 7
Chapter 2 OBJECTIVE OF STUDY 7
As per my learning objective of during the summer internship duration was Marketing Strategy and Implementation as company focus on the online marketing. Company aim to teach people that aware online marketing, how to target potential customers, place proper ad at right place for all that such kind of strategies should be use so for that we have to understand the whole process.
Nowadays in the every industries marketing people use online as well as offline marketing to aware people via internet, electronics media, paper media etc. The aim of doing this kind of activity is to awareness of the product and the company so people can trust the company and buy their product. As earlier days marketing mean to only sales but now as new era concern marketing mean create new customer with positive attitude.
Sometime we watch different kind of advertisement but as per the marketing rules and regulation we have to follow. As per the example of Hero corp. in that case if we observe the advertisement than in every advertisement the font, size, background color that may be vary as per the product color but at whole place that will be same at any place. This kind of follow up crate a brand image of the product look and feel kind of the situation they are created by the company. In automobile sector we can observe that each and every product have their own kind of image they like to create in every mind so for that they are create hoardings, wall paints, showroom design and etc.
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1 Image1: http://www.thehindubusinessline.com/multimedia/dynamic/00885/BL06_02_NISSAN_885150f.jpg 8
If we consider the other sectors like real estate then in that advertisement we get some time different and real life kind of advertisement we can observe. Such kind of marketing strategy as per the house, flat, row house etc. that advertise most visible at hoardings and television only but that will be for the long lasting advertisement which are deliver more than the other things.
Food industries are also getting the marketing with the different kind of the marketing strategy in which they follow up the more advertisement at the cover more space and the visible of the consumer marketer wants more attention from consumer so product and company became more popular in the marketing and that touch to the consumer mind and heart. Every company wants now day want product popularity so and brand image of the company as like in the food industries we can see the major player as like Nestle, Balaji wafers, Coalgate, Amul etc. This kind of the daily product use in the market they want more attraction from the consumer.
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Marketing strategies are also use in the education sectors which are more powerful tool for the every institute to promote their school, college for discovering education quality. Every parents and student want to take high study with batter quality so advertisement helps to find the needy people.
My main aim to discover this topic is to know the marketing plan and the research on the different kind of the advertisement which are currently use in the industries field, education and different kind of online as well as offline advertisement done by the management people.
2Image2: http://www.rediff.com/business/slide-show/slide-show-1-amul-advertisements-capture-the-essence-of- india/20110415.htm 9
Chapter 3 Marketing Strategy and Implementation 9
This days every one want to grow up day by day for that every business man want to promote their product. The marketing in that advertisement is the part of the brand awareness. Here are such case study which are promoting, advertisement kind of activity done with the real life example describe by different kind of company.
3.1 LG promotes new smartphone with breakthrough ad units created with Studio Layouts
It takes a bold campaign to promote a radical change in how a smartphone looks and feels. So when LG introduced its new G2 smartphone with physical volume and power controls on the rear, the company needed to convince a huge, global audience of the benefits. “The launch campaign was focused on product awareness and branding. So the most important metrics were impressions, reach, and engagement,” says Danny Kim, Digital Marketing Manager with LG Mobile Communications in Seoul, Korea.
LG wanted to use DoubleClick Studio for a seldom-attempted innovation in rich media: to use a Layout to live-stream the video from LG’s event broadcast across the web. The ads for the product launch worked beautifully, and went on to deliver breakthrough results in customer engagement and interaction.
10 million playbacks during one-hour launch
LG introduced the G2 during the busiest month of the year for mobile releases, competing for attention with Apple, Samsung, Sony, and others. During this blizzard of new releases, LG needed to emphasize that its new design came from listening to customers. The launch featured executives showing how the new design enables users to control the phone more naturally, with less chance of dropping it. The company wanted as many people as possible around the world to tune into the product launch, staged at Lincoln Center in New York City.
To help LG reach its goals, DoubleClick created a custom Light box Engagement ad in the form of an invitation. The ad played the YouTube live-stream of the G2 launch show. Unlike other online ads, the Light box Engagement engages viewers with the brand by showcasing video from a live event. It allowed LG to broadcast their event across the web, to many more people than they would have reached with simply the event itself. The live-stream format has been so successful that DoubleClick has built this capability into the Featured Video Layout so that it’s available for anyone to use.
“The results were a pleasant surprise,” says Kim. “Almost 10 million playbacks occurred during the live-streamed show, which is a huge number for a product launch.” 10
Dramatic time savings
The other good news is that LG was able to compress days into hours in preparing the rich media campaign. Using DoubleClick Studio, the innovative ad for the G2 product launch was created in record time. The QA was completed in six hours and the tags trafficked in less than one day. Without Layouts, this process could take multiple days to complete, so using the Layouts template cut the turnaround time by more than 80%. All in all, LG Mobile Communications views its online launch of the G2 smartphone as an out-of-this-world success. In the future, the company plans to increase its investment in online marketing. LG can count on the fact that all standard rich media engagement metrics come baked into every template for Studio Layouts. This helps generate the detailed reports that will contribute to LG‘s mission to learn from its customers. ―As we embark on spreading the word and increasing our influence through social media, LG is looking forward to using engagement ads to connect to users,‖ says Kim. And DoubleClick will be there to help.3
3 http://www.google.com/doubleclick/insights/case-studies.html 11
3.2 HavasDigitaluses DoubleClick data to drive better results for clients For more than 10 years, Havas Digital has used DoubleClick services to help deliver and tweak hundreds of online advertising campaigns.
The worldwide group of agencies under the Havas Digital banner uses many services from DoubleClick, including DoubleClick for Advertisers (DFA) and the data transfer solution that feeds Havas‘ powerful in-house digital marketing decision support and optimization system, called Artemis.
Artemis is Havas Digital‘s proprietary digital campaign management and optimization system that enables users to collect and evaluate data to gain a better understanding of advertising campaign performance. The system helps marketers optimize digital campaigns through insights into consumer behavior such as website visits, search clicks, banner or video exposures. Artemis also matches digital exposure data with website sales and customer lifetime value metrics.
DoubleClick‘s data transfers power some of Artemis‘ most advanced solutions, providing marketers with fresh insights that far outpace run-of-the-mill metrics like clickthrough and conversion rates.
The global success of Havas Digital is driven by its ability to provide strategic insights that optimize advertising campaigns. And many of these insights flow from Artemis, which combines unique data integration capabilities and high-speed data-processing with integrated statistical analysis and custom algorithms based on years of digital experience.
The best data available With DoubleClick‘s data transfer solution, selected DoubleClick ad server log files are available every morning for download by clients. These files contain the best data available to help analyze online consumer behavior, including detailed information on an advertiser‘s impressions, clicks or conversions (or Spotlight events).
After this data is fed into Artemis, seasoned analysts from Havas use Artemis‘ automated Advanced Reports to help optimize the media spend for hundreds of name-brand advertisers.
Often this involves making recommendations on tricky issues like optimal ad reach and frequency, streamlining the conversion process, attribution weighting for search vs. display, and syncing up numerous channels of online and offline advertising.
Optimizing the reach and frequency of online ads improves the results of any campaign. For example, a major retailer operating in five countries was looking to optimize its conversions.
Artemis produced a frequency optimization report that showed two to five exposures were generating the best conversion rates for this retailer. By precisely controlling exposure frequency, the retailer boosted conversions by 27 percent while lowering costs by 13 percent. With further guidance from Artemis, Havas Digital went on to implement frequency capping for every other campaign for this advertiser.
Streamlining the conversion process can help e-commerce advertisers remove any friction that can slow down sales.
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One January, an American travel advertiser noticed a major slow-down in week-on-week campaign performance. Teams from Havas Digital quickly analyzed the advertiser‘s website, from the landing through sales confirmation pages. Their conclusion: A site redesign had introduced an unfriendly step that had some buyers slamming on the brakes. After removing this step, conversion rates bounced back to the usual level the next week.
Attribution weighting for search and display assigns a fraction of each conversion to each previous exposure from each channel. While promising precise attribution, this demands extremely well-tuned business logic.
One prominent telecommunications advertiser in Europe had two similar products to promote. Havas Digital recommended adding display ads to the mix for one product, and testing it against search only for the other. Both products were similar, even sharing some common search terms.
Tracking both campaigns with attribution weighting from Artemis turned up a significant finding: Prospects exposed to display banners had 32 percent higher conversion levels than those exposed to search alone. After optimizing the campaigns for two months, Havas Digital lowered the CPA by 18 percent and still hit the advertiser‘s sales targets.
Syncing up online and offline advertising can really get campaigns firing on all cylinders. For example, one European insurance firm was curious about the effectiveness of its offline advertising.
Artemis revealed that running morning ads on the radio generated a consistent bump in search clicks within two hours. Using this insight, the advertiser revved up its paid search in sync with its morning radio spots and saw a 36 percent spurt in ROI.
With minute-by-minute data integrated from multiple channels – search, display, mobile, buzz, e-mail, offline and DRTV – Artemis helps marketers get all their campaigns running in top gear.
Global scale and support
With operations in 54 cities around the world, Havas Digital is there for its clients, wherever they are. And DoubleClick is there too, checking in regularly to ensure that Havas Digital has all the fresh, top-quality data it needs. DoubleClick also operates a dedicated network for Havas Digital in Asia Pacific and dedicated custom networks for several clients.
―Our long-lasting relationship with DoubleClick has enabled us to offer the marketplace a truly differentiated service with data-driven decision support at its core,‖ says Anthony Rhind, Havas Digital Global co-CEO. ―The combination of highly granular data from DoubleClick and powerful analysis from Artemis helps us to put solid business results at the heart of our clients‘ digital campaigns.‖
With high-octane data from DoubleClick fueling the powerful engine of Artemis, this partnership is delivering strategic insights and great results to advertisers around the world.4
4 http://www.google.com/doubleclick/insights/case-studies.html 13
3.3 MTV Roadies – The most Explosive Youth Brand in the Country
A 9 month trans-media campaign which resulted in establishing MTV Roadies as the most talked about brand in India. A campaign which made MTV Roadies the envy of the brand manager of every youth brand in the country. Not only did Roadies establish itself as a giant in the social media space in India but it‘s also got India noticed in the International space (It‘s in the Top 10 most engaged Facebook pages of the whole world). It busted myths of TV content not being consumed online and also myths which assumed Roadies to be too niche for an evolved audience platform such as Twitter. A campaign which was completely for the users at every step and which helped tailor on-air content based on how the audience in the digital space was responding to previous content. A campaign which integrated TV, Outdoor, Mobile and Digital Media. A perfect example of how a campaign should use its website, WAP site and social presence.
BACKGROUND
In the past 7 seasons of the popularity of Roadies has surged on TV & online.
AIM: was to give the loyal fanbase quick and easy access to Roadies related content, attract new consumers and engage with them right through the season. Fans thronged Youtube to get the latest Roadies content. Hundreds of unofficial pages and websites catered to this audience. We wanted to draw all these fans FIRST to our digital platforms.
OBJECTIVES
To make Roadies the most talked about brand in the social space in India. To be India‘s MOST engaged Facebook page. 2 Million Fans on Facebook, 10 Million visits to our Website, 5 Million video views onMTVIndia.com/roadies,1 Million + views on Roadies Channel on Youtube and be one of the top Channels.
(We ended up achieving all that we set out to do.)
STRATEGY AND PLANNING
STRATEGY: Reach out to our viewers and enable them to influence their social circle about Roadies.
CONTENT STRATEGY: Sneak peeks, full episodes, behind the scene pictures, gossip & leaks. Quick contests & gratification Simulcast on TV, Web & Mobile Long & short form Roadies content available on microsite, Facebook, YouTube and on mobile. Uncensored clips & full episodes! Live Chat with hosts & contestants. To ensure we reached out to our consumer multiple times on a daily basis. 14
LISTENING STRATEGY: We were all ears on our MTV Roadies Facebook page On-Air Programming Content was edited according to the fan‘s demands. FB-Meet ups/Tweet ups before airing of episodes. Regular polls & tweets to find out who is trending on the show
INTERACTIVE STRATEGY: Live chat with Raghu, Rajiv, Rannvijay & contestants! Raghu‘s blog on the website. Contests on Facebook & Twitter. We wanted to keep the consumer involved 24/7 right from the beginning of the show to the very end.
STAKEHOLDERS
Our primary stakeholders were our consumers and we did everything possible to engage with them on every platform possible. This included almost every digital platform where our users could possibly be found. We wanted to ensure that a one-time viewer would be digitally touched at one platform or the other and convert to an addicted week-on-week viewer. Raghu and Rannvijay were also integral to all our digital activation.
IMPLEMENTATION
Facebook We knew audition videos are hugely popular. And some of them had massive viral quotient. These are the videos shared on FB. Our conversations were around these. City comparison kept the heat alive. Youtube At the time when auditions went on air, Viacom and Youtube were in a legal tiff. So we used Youtube as a Roadies fan Some audition videos have nearly 1M views each!
Website Content is king – all previous seasons of Roadies were uploaded. Official Tweet-up for the first journey episode at the MTV Parel office. Roadies was trending by the end of the tweet- up.
Similarly one day before every journey episode aired on TV (i.e. on Friday) we would have a tweet-up in a major city and would air the episode to the fans! Facebook – Regular posts with updates, sneak peeks & polls Full episodes, uncensored clips on the website, youtube, facebook & mobile wap site. Knowing what works… Rannvijay posts on MTV Roadies have garnered record breaking numbers. The most favored Roadies also make the best posts We‘ve seen numbers on the Facebook fan page which haven‘t been even heard of for an Indian brand! Screenshots in the PPT. Contests: Contests carried out on MTV Roadies hugely popular with more than 1000 entries for each contest. Contests / Quizzes also on the site for Dell, Snapdeal, Lava, Crusoe & Wildcraft Cross-Promotion: On-Air -> On-Line Astons to promote the website, youtube and facebook fanpage. On-ground -> On-Line All outdoor and on-ground creative carried the URL to the website. On-Line -> On-Air Episode alerts and reminders on the Facebook fanpage. Show timing / promos on the website / youtube.
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IMPACT AND OUTCOME
MTV Roadies is 2 Million strong on Facebook It is the 5th largest in India in terms of sheer volume
It is also the 6th most engaging pages on Facebook in the world& #1 Most Engaging in India .
On Facebook: Monthly active users on MTV Roadies facebook is 1,574,139 (78% of total fan base) Total post views per day is 152,788,912 making it one of the most viewed posts among Indian brands Interactions 2-3x higher than the top brand pages in India get. (Graphs in the PPT) Analysing: We track all the posts which are made based on videos, photos, etc & based on what works, we schedule content. Benchmarks – We are the most engaged page in India and #6 in the world. We aim at doing better every week. We‘ve got people in the team who‘ve handled Axe Angels Club, Pepsi India pages. So that helped us benchmark against what numbers are achieved by other 1M pages in India. And our aims were to double each metric they‘ve achieved.
Twitter: Live tweeting during the airing of show has helped us get Roadies to trend often. It‘s been surprising to see an apparently niche and evolved audience like Twitter to be home to die- hard fans of Roadies! On the day of the Finale Episode…#roadies, MTV Roadies, Anchal, Aanchal, Suchit and Mohit all trended! We had 4 topics trending at the same time!
Metrics and Tools: There was a simple metric which we had in place. Outperform the previous weeks reach, impressions and feedback rate. Some tools which we‘ve used to help us with measurement: Buzzref, Pagelever, socialbrands.media2win.com compare tool etc. We use the Facebook Search API to track how many people share our posts. This in turn helps us to figure out what sort of content is shared by people on their walls.
Website: 10 Million Visits, 16 Million Pageviews+ (Other website stats included in the ppt) Youtube: Total Upload views on the MTV Roadies channel are 1,567,195. The channel went live on April 18th. We‘ve consistently been in the Top 5 channels viewed in India.
LEARNINGS
Stuff which works: Rannvijay, Raw uncensored videos, behind the scene pics.
Stuff which doesn‘t: Contests. Surprisingly contests don‘t work in getting you knew fans. They just help in keeping a minority group happy and engaged. Establishing the Facebook page as a platform where Roadies fans could meet other people similar to them. We wanted to build this as a platform where other Roadies fans could consume, share and broadcast content. Which helped us reach out to their friends and increase the popularity of the show.
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Insights gained:
Always think 360 degrees when it comes to a campaign. And think integration.
Make everything as social and as easily accessible as possible. Integrate one media platform with the other. Short status updates work. (An internal study showed us that FB updates lesser than 120 characters get more likes than the ones longer than 120. Study done after studying 100 posts made by us)5
3.4 Evalueserve – Using LinkedIn for lead generation and brand building
The virtual nature of Evalueserve‘s business model called for the use of web-based technologies to support our sales and marketing efforts across the globe. Using LinkedIn, a team member in India can initiate contact or create awareness about Evalueserve with prospective clients, adding comments to forums, asking or answering questions, etc. Clients also proactively approach us with queries, as they see our activities on the network. Viewing profiles of existing and potential clients helps in the client research process. LinkedIn helps the sales teams to identify key contacts and gauge their interests by viewing their forum posts or the events they attend. Most consumers realize that LinkedIn is their professional profile of record. The result is a notable increase of sales leads together with a better image of the brand and the individuals working at Evalueserve.
BACKGROUND
Evalueserve has a global Sales and Marketing team. Client Engagement Managers in client locations are supported by the Sales Support teams in our India, China, Chile and Romania centers. Identifying the key contacts at organizations for the initial contact and
5 http://www.indiasocial.in/case-study-mtv-roadies-%E2%80%93-the-most-explosive-youth-brand-in- the-country/
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scheduling meetings with these contacts has been a challenge. Cold-calling without the right background information has not proven to be successful over the years. Reaching clients through traditional media (press releases, white papers, etc.) has been useful in general brand building, but to create greater impact for our present and prospective clients, and get them to recognize us as a large knowledge services firm we required a more direct approach, which LinkedIn provided. Evalueserve certainly is not the first company to use online networking for business development and marketing purposes. But as Evalueserve is a global company that works virtually in many ways, it is a good case of how modern business is developed and large networks are built without face-to-face meetings.
APPROACH/STRATEGY
Many of our Sales Support team members had started using LinkedIn in 2007 and many of Evalueserve‘s Client Engagement Managers in Europe and the US had already been using LinkedIn For branding, the Marketing Communications (Marcom) team has been encouraging the controlled use of forums for the distribution of white papers, articles, etc. or for answering questions asked by members, researching events and more New white papers are systematically posted (excerpts or links) in relevant groups or forums. Selected professionals of Evalueserve regularly browse LinkedIn forums to post advice on queries The Marcom team also regularly checks forums and questions, and arranges answers/forum posts to be published. Guidelines for Social Media have been included in the global Media Communication manual.
STAKEHOLDERS
Sales team, Sales Support team and Marketing Communications team.
PLANNING & OUTREACH
The Sales team carries out classic research of profiles to identify key contacts within the client organization or targeted organizations. Client information is also gathered from LinkedIn to prepare for meetings. In Mails are sent or connections through groups or forums are established. For branding purposes, managers or subject-matter experts post or answer questions, or are active in LinkedIn groups. Groups and forums are used to post company links or excerpts of white papers/articles.
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IMPACT – OUTCOME
Lead generation: The Sales team gains direct access to C-Level people without having to go through numerous rounds of calls with secretaries. Using LinkedIn, one gets to know the focus of the profile being contacted and can customise the pitch accordingly to garner maximum interest. This helps us in reaching the right audience, saving a lot of time and improving our success rate. Brand building: By posting white papers on LinkedIn, we have received several requests from traditional media or blogs. Several Client Engagement Managers have also received messages through LinkedIn about their posts. We have also noticed the influx of external recommendations on LinkedIn. Using LinkedIn for marketing has helped us to improve our visibility and catch the attention of our target audience; traditional media is still used as a tool to reach out to a more general audience. The table below shows the percentage breakup on Lead generation and Brand building for 5 key target verticals from an India perspective.
LEARNINGS
Lead generation: An effective keyword search can be used to reach out to the right people. A useful tip for lead generation is to check the list of people who have viewed our profile. This lets us know who is interested in the company, and the prospects thereafter are more than cold calls. Confidentiality: A key challenge was to ensure the confidentiality of our clients and project. Therefore, a Social Media section was added to the global Media Communication manual, and an e-learning module was developed to create greater awareness on the subject.6
3.5 HOW VOLKSWAGEN INDIA PRACTICES SOCIAL MEDIA
India is a very important market for various automobile manufacturers whether Indian or foreign. According to a study by Booz & Company, the Indian Automobile industry will overtake the European market and is slated to become the world‘s fourth largest by 2015 and will be selling almost 6 million units annually by 2020. This speaks of the interest shown by International brands in the Indian market as they are struggling in mature markets to sell their automobiles. Here, I am going to take up the case of Volkswagen India regarding their social media practice, what they are doing right or wrong.
Right now, Volkswagen India mainly has a presence across four social media platforms: Facebook, Twitter, Youtube & LinkedIn. Apart from that they have dedicated sites for their
6 http://www.indiasocial.in/case-study-evalueserve-%E2%80%93-using-linkedin-for-lead-generation- and-brand-building/
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‗Innovations for Everyone‘ and ‗Think Blue campaign‘ campaigns. The important aspect of Volkswagen India‘s strategy is a long term approach to build loyal community and the use of all the marketing channels: TV, Radio, Print, Outdoor & Online to leverage their promotional campaigns. There are two other brands of Volkswagen in India: Audi & Skoda, but i‘ll stick to the analysis of their social media practice.
Facebook Volkswagen has grown its Facebook fan page organically to a community nearing the count of 25,000. As far as wall communication is concerned, they are engaging with their fans in a responsible manner by replying to their queries, appreciating the feedback, running the contests etc. Surprisingly they are missing the welcome tab as in the case of Volkswagen International! They have a twitter stream as a landing tab which looks very cluttered although they may be trying to portray a human image with this to show how they interact with their followers on twitter. But they should get a well-designed welcome tab with an introductory video & some crucial information for a homely feel to a new fan. Another weakness i found was on their feedback tab where most of the feedback by customers is negative & astonishingly there is no participation by the brand to handle this negative criticism! Also some people are spamming their feedback tab with the repetition of the same problem and there is no moderation of such feedback. Either don‘t keep such a tab or if you have to keep then solve the problems of your customers. Twitter Volkswagen‘s twitter presence is not that great as compared to its Facebook page but still they are doing commendable job over there by being highly interactive with their followers and retreating the positive tweets. They also try to solve the problems faced by their followers related to the vehicles owned by them, which is a good practice. Another good practice i noticed is that they have identified the owners of Volkswagen vehicles on twitter & have added them to the respective lists of different vehicles. They use these lists to keep a track of their customers & occasionally inform them about any new initiatives or offers. But what i found missing on their twitter profile is that they don‘t favorite any positive tweets. In fact they haven‘t favorite even a single tweet! They should immediately start doing this because it serves as a real time repository of real testimonials made by people on twitter in public. The stream of such favorite tweets can then be integrated on their site. 20
YouTube As far as YouTube efforts of Volkswagen India are concerned, i would rate it 50-50 because as far as the distribution of videos among influential bloggers and other news media channels is concerned they have done it well and these videos have admirable number of views but they lack as far as leveraging their dedicated YouTube channel is concerned. They should take a cue from YouTube channel of Volkswagen International who have total views of more than 57 million till date!. They should cross promote the videos of their dedicated channel on other online platforms and should provide some incentives for people to subscribe to their channel. LinkedIn I was highly impressed upon seeing the way Volkswagen India has utilized LinkedIn company page. Since company pages is a new feature from the stable of LinkedIn, very few companies have actually have taken advantage of it & Volkswagen is one of those. They have listed 7 of their vehicles on LinkedIn so far & have got staggering 2772 recommendations till the time of writing this post! This is a powerful area where it can get a lot of benefit due to such a large number of recommendations. You never know when some executive on LinkedIn sees a recommendation by a person who happens to be his LinkedIn connection & he makes the decision to buy that car! Or there can be bulk orders too.
Special Campaigns Volkswagen also started two campaigns at different times in India. ‗Innovations for Everyone‘ was launched in 2010 while another campaign ‗Think Blue‘ was launched recently in 2011. Both these campaigns were launched with much fanfare as an integrated marketing campaign across all the online & offline channels which created a lot of buzz for them. People submit their ideas on the dedicated sites of these campaigns & they get voted for their innovation by other participants and the person with highest number of votes is declared the 21
winner. Some of these ideas are passed on to the product team to study their feasibility of being introduced among the upcoming vehicles. This shows the crowd-sourcing capability of Volkswagen India. I would rate these campaigns as highly successful and there is lot to learn from their success for marketers. Here‘s the highest viewed video on their dedicated channel so far regarding the innovation for everyone campaign.7
3.6 HYUNDAI I10: CROWD SOURCED SCRIPT
The Background:
Hyundai wanted to give user a chance to get involved with its i10 brand and make them feel that they are a part of the Hyundai family.
The Challenge:
The biggest challenger was the conceptual stage. The aim was to make something that had never been created before, combine the power of the internet and fuse it with real time motion. When the users visited the official page, Shahrukh khan walked into the screen and instantly communicated with the user about the entire contest at hand. Khan himself navigated the users towards the participation tab, thereby increasing user interaction.
The Target:
The campaign was targeted towards the youth, who were potential i10 buyers.
The Idea:
In order to engage users with the Hyundai i10 brand, the company decided to involve consumers in marketing the television commercial (TVC) for the car. Users were given a chance to not only conceptualize but also act in the next i10 TVC along with khan.
The Execution:
The auto company initiated a contest, where users had to conceptualize and submite the script of the next i10 TVC. For the same, a website,‘writeyouri10story.com‘, was developed. Users had to visit the website to know more about the contest and submit their script for the TVC.
When the user landed on the site, a video film featuring the car‘s brand ambassador, Shahrukh khan, was showcased. In the film, khan walks into the screen and instantly communicates with the user about the entire contest at hand. Khan himself navigates the users towards the
7 http://www.digitalvidya.com/blog/how-volkswagen-india-practices-social-media-case-study/
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participation tab and directs the user towards call to action, asking them to share stories for the TVC.
For the convenience of the user, five different ways were offered through which they could opt to submit their stories:
1. IVR: the user could give a missed call. He would receive a call back from Hyundai and user could narrate the entire story. 2. Web upload: The user could directly came to the website and submit the story. 3. Audio: The user could make and audio file of his/her story and upload in on the site, writeyouri10stroy.com. 4. Video: The user could upload a video clip of him narrating the story on writeyouri10story.com 5. Mail: A P.O Box number was mentioned on the creative and writeyouri10story.com, where the users could send in their entries through post.
The contest was promoted on social networking sites (SNS) including Facebook, Twitter, Google+, Blog and Pinterest. Along with the contest post, the company posted extensively about the i10, asking users different questions and engaging them with the car.
Following the submission of entries, the winner was selected. The winner‘s story was used to develop the next TVC of i10 and he got the chance to act as a co-star along with khan in the TVC.
Results:
More than 60,000 entries were received. The brand reached more than 1.1 million fans during this campaign. Hyundai claims that its Facebook fan base increased by 10 percent, Twitter following went up by 14 percent, Google+ circle went up by 12 percent, YouTube video views went up by 13 percent and pinterest followers went up by 15 percent.
Agency Remarks:
The campaign was a social media hit as something on such a large scale was never carried out with an Indian automobile brand.
Release date: 11/01/20138
8 Digital@work: Everymedia Technologies, Page 48 23
3.7 Adidas cricket
Cricket is like a religion in India and in order to connect to the target audience on the online space, they had to engage the audience for a longer term and build a momentum so that by the time of world cup, Adidas would by synonymous with cricket with a wider platform for the audience to engage with. In order to achieve just that, the Adidas cricket campaign on Facebook proved to be the best platform for engagement and spreading the WOM. Just from zero to more than a Million Fans, Adidas cricket has become synonymous with cricket for the target audience online and helped Adidas achieve their marketing objectives for the long term.
OBJECTIVES
The key endeavor of the campaign was to strengthen the association ofadidas with cricket levareging social media in order to achieve
Interaction Engagement Word of Mouth Buzz
STRATEGY AND PLANNING
Sustained interaction and engagement was the key for building brand affinity among the target audience. We had to create a platform where the cricket fans come, discuss, consume content and spread word of mouth among their peers so that it snowballs into a movement and by the start of world cup, it becomes the one platform where the real cricket fans can identify with.
STAKEHOLDERS
The primary target audience for Adidas was in the age group of 14 – 19 years extended to 25. This audience had a huge affinity towards digital media. Their digital footprints cover social networking, mobile, entertainment, sports, online videos etc.
CHOICE OF CHANNEL/S
Created the platform on Facebook which became the central point for the long term digital strategy. Invited the users on the Facebook page to share their love and passion for cricket with the objective of make the platform synonymous with cricket by the time the Cricket World Cup. The key platform for the activity was taken as Facebook because it had the highest affinity among the target audience. Thus, facebook.com/Adidas cricket was created. To extend the digital touch points in order to provide overall social experience, also developed pages at YouTube.com/adidascricketiin and twitter.com/adidascricket.
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IMPLEMENTATION
For sustained engagement, encouraged the users to share their views through constant cricket related conversations besides other activities like Games, Trivia and long term games like Fantasy cricket which generated phenomenal responses on all the engagement parameters. Sneak previews and premiering of the new campaign TVC‘s are released first on Facebook before they are taken live on TV which has also increased the excitement manifold. In less than a year, the page has grown to more than 1.1 million members and still growing at a feverish pace. As per allfacebook.com, around 94k users fanned the Adidas cricket fan page during the first week of January 2011 making it one of the most explosive fan pages globally.
The 60 sec Director‘s cut of the TVC for the pure cricket campaign was exclusively unveiled on Facebook during the IND AUS series in Oct. Despite a small build up period the event page received a large number of attendees to view the launch of the commercial. The daily interaction on the page has also been constantly on the rise month on month. On an average each post gets a feedback rate of above 0.30%. The page has received a total of 95,947 likes and 36,200 comments on the posts on the page till date. For further engagement and to bring competitive edge to the page, created a long term fantasy cricket game based on the real cricket series happening. Tremendous response on the game right from the day 1 and has since been growing.
The Adidas fantasy cricket has more than 50 thousand registered teams With the rise in the total strength of the fan page the number of registrations for the fantasy cricket have also seen an exponential rise with IPL and world cup. This was a gratification led activity. Did Immortal words where we released some campaign images and invited the users to write an inspiring line as per the image. there was a tremendous response. Photos were the most highly consumed form of media on the fan page. Users are constantly sharing their photos on the page to display their love for the brand. The video plays shot up with the launch of the directors cut TVC on the page. It has been a story of 24/7 engagement since the beginning and still going strong. There were many other activities which happened on a daily basis to make sure that the excitement never stopped:
PREDICT AND WIN (run 11 times) Simple yet engaging contest which saw participating in droves. The competition was run on the discussions board. Total responses were 1,571 over a period of time RAPIDFIRE CONTEST (run 6 times) This was a quick quiz contest where we were giving gratification to the first few entries. Prizes was the major attraction towards Rapid fire contests where users participated in huge numbers. Close to 4,000 entries SPOT THE BALL CONTEST (run 9 times) Spot the ball continues to attract users. With user attention span being really low, Spot the Ball is the perfect engagement tool to drive Likes & Comments. More than 3,000 responses 25
IMMORTAL WORDS CONTEST Immortal Words is the premier campaign on Adidas Cricket attracting users to etch their names on billboards across the country. Nearly 22 different images were shared on the fan page asking for the users to caption each of these. Unprecedented response with more than 6,000 entries Overall, the whole activity has been hugely successful and instrumental and achieving the overall marketing objectives.
IMPACT AND OUTCOME
As a result of the overall activity, the Adidas cricket community has grown to more than 1 Million fans and still going strong. On the YouTube page, total video views for the channel are more than 5 Lac and more than 300 followers on Twitter. According to allfacebook.com, the Adidas cricket page has been one of the more explosive Facebook pages globally. The campaign has delivered tremendous earned media on the social front. According to the ACNeilsen report, Adidas was one of the most talked about brand on the social media even ahead of brand which were officially associated with ICC World Cup including competition like Nike.
LEARNINGS
Social media as a platform has been a great turning point for the digital campaigns. The days for the microsite are long gone where the visitors would consume content and drop out. Social media provides the stickiness and long term attachment which keeps the audience hooked on to the Brand and helps develop affinity with the brand.9
9 http://www.indiasocial.in/case-study-adidas-cricket/
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3.8 Kingfisher Beer – #KFbeerup
Strategy:
If you love drinking beer and are offered FREE unlimited with your friends what more will you ask for? I‘m sure you will glorify the various attributes of host for a long time to offer you that unlimited FREE beer experience with your friends. Kingfisher Beer a very popular brand known nationwide organizes something similar for the twitter community. Kingfisher announces a tweetup for beer lovers every week on Saturday that limits to ―Twitter Users‖ only! In fact, this beer up is announced on Twitter and restricts to 50 -80 twitteratis registering first come first serve basis.
Kingfisher promises #KFBeerup in a city one month in advance and if you have registered you can drink as much Kingfisher Premium Beer as you can. No conditions apply
Outcome:
From the time Kingfisher announces the #KfBeerup in a city with Invitation for registrations (on twitvite.com). The word starts spreading, twitter world starts buzzing with hash tag ―#Kfbeerup‖, people start tagging their friends on twitter to inform them about the #Kfbeerup and many make fake profiles of their friends for sake of registrations.
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Benefits:
This is what I call as complete ‗experiential marketing‘ or giving it a other name the ‗innovation in marketing‘. Very few brands in the world believe that the usage of twitter is beyond Internet and when used they can create wonders. Below are some benefits that the brand avails by hosting #KfBeerup:
1. The event helps spreading the word of mouth about the brand when people talk about the registrations, live event activity and post event experience thus reaching thousands of people with #KfBeerup.
2. The event creates brand enthusiasm amongst the twitter community and the enthusiasm impacts the brand equity.
3. Brand is well aware that the twitter is the new trend in the country and going with the trend in an innovative way is the need of the hour and thus securing the future communication strategies + attracting the mainstream media to cover the innovation.
4. The aim of giving customers an experience definitely impacts the brand loyalty and thus anticipating sales in the future.10
3.9 Listening on Social Media – @Snapdeal.Com
It was a usual evening and I was going through the Facebook profile. Along with the news feed, it‘s my regular practice to go through the targeted ads which gets displayed on the right hand side of my FB profile. It helps me observe how different brands advertise themselves via the top social network. Some of them could be utilized for my training workshops to tell my trainees about good way of advertising and the not-so-good way to do it.
Many a times, I have got amused by the ads from Snapdeal as their ads are very captivating but doesn‘t deliver anything that is promised. It‘s just a pseudo presence and it doesn‘t mean to provide the end-user with offers as promised in the ad. One such example is here:
10 http://www.soravjain.com/kingfisher-beer-kfbeerup-social-media-case-study
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Very nicely worded, the ad tempted me to click and proceed to the landing page. Oops! It just took my contact details and ended nowhere. OK ! Very cleverly framed ad, which I lost my contact details to. I just let it go and didn‘t care much as I had lot of other stuff to concentrate on.
Yesterday, when I was face booking, I again came across another ad by Snapdeal.
I looked at it and smiled first, later I thought this is something that needs to get mass attention (especially by bloggers and tweeters) as this advertisement which said ―Hi Handsome‖ was funny yet cheapest act by a popular brand ‗Snapdeal‘. Once I tweeted about this act by Snapdeal few others re-tweeted and thus gathered a lot of attention with more than 200 views, opinions and buzz about @snapdeal‘s cheap act.
I was not alone. Ranjani – a social media enthusiast blogged about @Snapdeal‘s cheap advertising strategy in one of her blogs. This blog contained detailed information about the ads and got lot of views and added to the negativity that was spreading about the brand.
After the negative buzz, Rohit Awasthi (Head – User & Communities at snapdeal.com) replied back apologizing for such advertisement, in Ranjani‘s blog (Please read the complete blog post with comments in order to understand the conversations between brand and consumer better). Rohit has taken his time and efforts to explain me on phone what had probably went wrong and promised to clean up such ads.
It was so positive from the brand, to admit the mistake that it has made and take immediate action towards rectification.
This just proves me one thing.. If you are able to raise your voice against something which is misleading or inappropriate and get enough support from your social circle, any brand will definitely listen to it. Especially in the Social Web, the brands reaction would (should) be faster, if the concern proves to be very much negative and which has the potential to tear apart the reputation of the brand.
Lesson for the day: To ERR IS HUMAN. But, how positive you (the brand / business) are to admit, accept and rectify it makes the big difference. Mature businesses will document it as a great learning to be avoided in future. 29
On the other side @Snapdeal.com should consider changing its poor advertisement / communication tactics to attract healthy customers and avoid distracting the same.11
3.10 RELIANCE DIGITAL: MISSION HAPPINESS THROUGH SEARCH MARKETING AND SOCIAL MIDEA
The Background:
Reliance Digital is the consumer durables and information technology (CDIT) retail format of reliance retail, with falls under the umbrella of reliance industries. Reliance digital was successful in drawing people to the store in the past with its communication and advertising. But, some of the customer experiences indicated that it failed to meet expectations of some customers, which led to dissatisfaction and them dissuading others from engaging with the store.
The Challenge:
Reliance digital identified the need to work towards enhanced customer‘s satisfaction. A comprehensive brand monitoring and management process was set up as a response to this requirement. While this helped reliance digital to improve in store experience and ensure happy customers I the future, some currently aggravated customers still needed to be pacified. These customers were turning to the digital medium to find a voice, find sympathies in order to ensure a resolution to the problems they were facing.
With this feedback in mind, Reliance Digital had to work to re-establish its standing, re-invent the faith customers associated with brand reliance with the goal of turning them into brand influencers, this was important in order to find a way to communicate to drive footfalls to reliance digital‘s expanding physical footprint across the country.
The Target:
People in the age group of 16-55 years, belonging to tower-middle, middle, upper-middle and moderately-high income groups in Tier 1 and 2 cities across India.
Ready buyers and latent buyers identified across online networks, with the brand messaging designed in correspondence to their current state in the purchase cycle.
11 http://www.soravjain.com/listening-on-social-media-snapdeal-com-case-study
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The Idea:
To correct the impression of the bran in the eye of the consumer, Reliance Digital first decided to understand the gaps at the various customer touch-points. From in-ground activations to brand communication, customer service and store support; the core reasons for; lac of customer satisfaction were identified.
Focus was now to be shifted from being synonymous with the latest technology to providing the best buying experience, in stores and through the lifetime of the product purchased. To enable this shift, Reliance Digital decided to reposition itself from ‗we love latest‘ to ‗happiest in store‘. To achieve this, a roadmap was planned out across online and traditional media. Base on the brand mentions captured online and the activations planed offline, an aggressive brand strategy was rolled out in an iron-clad schedule. Ambush marketing in core catchment areas was also a prime focus. The sustenance of the campaign was also accounted for, which slowly worked towards changing the behavioral aspect of the consumer. With this revamp, Reliance Digital aimed to create strength if preference, while holding a competitive edge in the CDIT market.
The Execution:
The Happiness Van was conceptualized, promoted and launched on the 6th of august with a social-media-specific offer. A series of happiness quotes were made from 2nd august, bringing out the brand message while generating chatter about the upcoming launch on. At midnight, all social platforms were updated to reflect the figurehead of the campaign, along with the tagline, mission happiness begins today. All the offers were also promoted offline regularly. On independence Day, offers available at all stores were communicated while i=underlining the messaging that the brand was 100 stores strong.
The happiness van: the happiness van was one of the main components of the mission happiness launch activity. It primarily involved the use of an application on Facebook which showed a 3D van roaming around the country giving out amazing offers. The virtual van traversed the length and breadth of the country and made stops at all the cities where reliance digital stores exist.
How did it work?
The Facebook application showed a map of India and all the states where Reliance Digital stores are present. The happiness van traversed across the country state wise and stopped at each state for at least two days. Once the happiness van was touring a state, the offer, exclusive to the online audiences, was made available for a limited time period. The offer would open up for redemption only when the van was stationary.
Web Outreach:With proactive brand building, it would lead to increasing positive brand mentions and thus in turn increase share of voice on the web. 31
Search Engine Optimization:Product specific offers were run. August 15, India‘s Independence Day, coincided with reliance digital‘s 100 stores milestone. To reflect these celebrations, special offers were released only on the august 15.
Results:
Within a span of three weeks, there was a 35 percent organic increase in the number of connections on the Facebook page A total of 22 lakh people had been reached by the mission happiness social media campaign, of which the happiness van was the key driver There was a surprising 5.8 percent participation from males in the age group of 35-44 years The campaign went viral and about 87 percent of people converted into users of the application after seeing stories created by their friends. About 61 percent of impressions were created by non-app users. In nine days, 7,620 impressions were generated by stories published by the happiness van‘s users There was a spike in the number of positive mentions received The stores saw bumper sales on independence Day, with customers redeeming their coupons given by the happiness van, or their offer claimed via SEM Press articles syndicated were ranking on Google news for key terms like ―happiness‖, ―Mission happiness‖ and the brand name 1980+ views were generated on citizen journalism sites
Budget:
Rs 4, 30,000
Credits: Reliance Team: Debashis Banerjee and Anupama Shetty
Release date: 02/08/201212
3.11 Top 4 Facebook Apps by Brands for Marketing
Technical Applications on Facebook enhances brand value as it adds value to the user‘s experience at the same time it supports the paradigm of innovative marketing practiced by brands. I had always been curios to check and test applications made by several brands. I was researching on Indian brand pages on Facebook last week and out of various applications tested I truly admire the below mentioned applications out of the various observed.
12 Digital@work: SMG Convonix, Page 127 32
1. HTSE Watches by Titan Application
HTSE watch application is not a contest based application unlike others that I had observed, yet it is very innovative, interactive and contains element of thought leadership. HTSE watches by Titan runs on light and to see how the watch works one need to power it up by pointing a light source to the webcam (mobile display / flash torch / night lamp / bulb etc.) As soon as the app is powered the screen gets bright and the battery cell shown next becomes green. Once you have powered the app, you get to see all the latest models and descriptions of the HTSE watches. Select the one which you like and you are given two options ‗TRY NOW‘ and ‗KNOW MORE‘. ‗TRY NOW‘ feature uses ‗Augmented Reality‘ that brings your chosen HTSE watch in front of your webcam display and you can place your wrist and take a picture of it (refer the image below). Similarly there is a app that supports lightening up your profile image which is the same concept as mentioned above. 33
My Verdict on HTSE Applications:
Though not a contest based, it is yet a very innovative concept that can go viral because of availing a unique experience to its customers. Allowing customers to try the watch on wrist on the basis of ‗augmented reality‘ concept and clicking a pic with it is a highly interactive concept as customer tends to spend a lot of time with the digital elements of the brand. My experience with the application has made me believe that the HTSE watch is really unique and is powered in the presence of light. For me this is the ;application of the year‘ that is interestingly interactive, clean as there is no contest business, and customers who are brand loyal would be happy to share the watch on their wrist pics.
2. Kurkure Guess the Ingredients Contest
A neatly designed interactive application built in with Facebook API on the Kurkure page. 34
Encourage people to engage with brand and identify the ingredients of Kurkure‘s new flavors: South Indian Spicy | Mumbai Special | Bengal Special etc. With the choice of various ingredients, you can scoop in and drop the right set of spices, cereals. 3 wrong choices you make you are out of the contest. Once you identify ingredients of all the Kurkure flavors in different levels, you can share the results with your friends to make entry in to the contest; to increase the chances of winning you can encourage few friends to play the contest.
My Verdict on Kurkure App
Educating about the new product in the market is a challenge and creating such contests can make the product familiar to the participant. Since the contest is knowledge based, it encourages participant to spend time with the brand (ex: chances of participant buying the product is high, to identify the right ingredient to enter the contest). I like the way it is thought processed and designed. I am in support for contests that educates participants about the brand or its products / services.
3. Airtel – Road to Vegas
Continuing the popularity of its advertisement ―Kyunki har ek friend zaroori hota hai‖, Airtel brings the innovation to facebook too. The app is integrated with Facebook API, connects with the song in the ad. 35
Participants need to ‗select a friend‘ according to the types: Kanjoos friend, joke friend, poke friend, SMS friend, MMS friend etc. Once you select your friends, you can tag them. As you tag them the post reaches on your wall and theirs and thus the concept goes viral – encouraging more people to participate in the contest. As per the contest if your friend type is more popular, you enter a chance to win the trip to Vegas along with your friends, if you tag the most of friends you may also win a Samsung Galaxy on daily basis.
My Verdict on Airtel Contest: Contest is smartly integrated with the overall ‗integrated marketing‘ campaign of the brand. Since the Target Audience is youth, contest is a great way to encourage youth to spend time with brand + spread the word about their participation. Contest also delivers free access to Facebook via their Airtel Connection upon registration, which stuffs participants with ―something for sure‖ A trip to Vegas is definitely greedy enough for youth to participate & spread the word.
4. Fastrack – How small is yours
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Well, if you look at this contest you might think it is definitely ―Fishy‖! After all it shows half-naked men, looking exactly down (at the place where genitals are ;)) with question that can make you curious ―How small is yours?‖ The contest is apt for the urban target audience on Facebook, as this is ‗funky‘ enough to encourage them to participate. On clicking the home page, you are not asked to mention the size (as per what I initially perceived), you are rather asked to choose who amongst the four might have the small one (Refer to the image below) Contest surely confuses you as it is not too evident what does the brand mean by the ―small one‖. There are 2 boys and 2 girls and you need to click on the person who has the small one. The brand is relating the small one to the miniature shades which is owned by one of the four there and you need to identify one to submit entry for the contest.
My Verdict on Fastrack App: The application is well designed and the choice of colors is brilliant. I like the way they have related this thing to human body and sex, as sex really sells especially when it is ‗youth‘ targeted. Contest is simple and doesn‘t require much time or intellect of participant. It definitely introduces ‗Miniator‘ shades to the participant. Smart thought!13
13 http://www.soravjain.com/top-4-facebook-apps-by-brands-for-marketing
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3.12 WHY HDFC IS NO.1 AMONG INDIAN BANKS FOR SOCIAL MEDIA PRACTICE
Indian banking industry is booming & is on expansion spree. Indian banks contributed 1.7 per cent to the total global brand value at US$ 14.74 billion and grew by 19 per cent in 2011 as per the annual international ranking conducted by UK-based Brand Finance Plc. According to a recent study done by Buzzom.com, Indian banks whether government or private have started using social media to stay in touch with their customers but HDFC stands out as far as leveraging social media is concerned both in terms of number of channels being used as well as engaging with their customers.
As per the graph above HDFC Bank has presence across 8 social media channels out of which the prominent presence is on Facebook, LinkedIn, Twitter, YouTube & their official blog. Important aspect is the engagement which they do on all these channels.
HDFC‘s page on Facebook generates admirable feedback from users which serves as a ground for them to understand their fans as well as promote their banking products. They have a money matters section where they provide interesting recent financial news of interest to their fans. Also they keep on engaging the users with interesting puzzles/jigsaws based upon financial terms.
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HDFC‘s twitter approach is built upon again like their Facebook approach on sharing interesting & relevant information with their followers, asking them interesting puzzles, sharing new products & deals from their stable and so on. No wonder that they have a healthy follower count of 1300+ which is growing on the daily basis.
YouTube
HDFC lacks on its YouTube marketing aspect and needs to learn from other banks like ICICI which is the second most active bank on social media in India. Although HDFC has created some great commercials for their television audience which have found their way on YouTube also and these commercials have large viewership on YouTube too but they need to leverage YouTube by posting such videos regularly on their channel & promoting it further. Here is one such video with almost half a million views so far:
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HDFC Bank‘s company page on LinkedIn has more than 13,000 followers. They haven‘t leveraged this platform to its full potential yet like they can display their products on their page on which they can get recommendation from the users which will serve as a live testimonial but still having a presence on LinkedIn is being helpful to them as the company stats & employees list can be browsed through to get interesting information about them.
Here‘s a very good graph showing the comparison of different Indian banks on social media which clearly out states the leadership of HDFC bank in this domain:
Table5: Banks Social Grades
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14 http://www.digitalvidya.com/blog/why-hdfc-is-no-1-among-indian-banks-for-social-media-practice/
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3.13 Why this #Kolaveri di! – Social Media Sensation – Movie Marketing
This is one of the smartest word of mouth marketing strategies adapted by movies I have seen by far after Paranormal Activity. In less than a week ‗Why this Kolaveri Di‘ a popular song sung by Dhanush for his movie ‗3‘ directed by his wife Aishwarya starring himself and Shruthi Hassan became sensational, conversational track on Twitter, Facebook, Traditional Media and beyond. The statistics (As of 22nd November 2011, 6:00 PM) below shows its success:
The song has got about 56,65,817 views, more than 67,740 likes, around 27523 comments on YouTube (As of 26/11/2011, 11 AM) The song is trending on Twitter in India from past 3 days with hash tag: #Kolaveri The song was shared by 1 Crore, 97 Lakh 1 thousand 637 people on Facebook (as of 26/11/2011, 11:10 AM)
As per Youtube‘s Trend Dash Board Kolaveri song is trending in the top 10 is US today and number 1 in India past five days. This song was played in almost all the Radio Stations of Mumbai today. This would be the first tamil song to be aired on MTV tomorrow (As said by the Music Director) On November 22nd, 2011 on the basis of the last 1,000 tweets 8,36,069 impressions were generated, reaching an audience of 709,636 followers within the past 24 hours. Of the 1000 tweets 576 were original tweets, 302 were retweets and 122 were the @mentions. On November 23rd, 2011 on the basis of the last 1000 tweets at 5:45 PM. 1,000 tweets generated 727,204 impressions, reaching an audience of 616,932 followers within the past 24 hours. Some of the celebrities or popular channels who added value to the song promotion making it to reach their thousands of followers: Amitabh Bacchan, Anand Mahindra, NDTV, Singer Shreya Ghoshal, Actor Vivek (Comedian), Madhavan, Trisha and more
The song was released on 16th of November 2011 on hearing it first I felt this number would be a TamilNadu sensation but it went beyond what I predicted and is now becoming a national sensation by becoming a twitter trend for 2 consecutive days.
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Reasons for National Sensation:
The song definitely is catchy and makes you addicted, especially the foot tapping beats that makes you shake your head (at-least). The lyrics of the song is in English (mostly) sung in tamil style thus making this understandable worldwide, glad they have added the subtitle bringing to it a karaoke approach. The video of the song is very personalized depicting the recent national best actor award winner singing the song (showcasing his singing talents), his expressions and smile that shows soulful singing, presence of Shruti Hassan and Aishwarya at the studio that indicates involvement of the entire crew to make this song and lastly direction of Aniruddh a 21 year of young music director who has made this possible. The sequence of shoot is wise, basically hero should have been depicted in a pub with a glass of whisky in hand (typical Bollywood style), the choice of shooting it in a studio is wise and very personalized. The movie marketing is well strategized with involvement of Social Media from day 1. The recording of the video at the studio with natural movements and expressions itself for the sake of promoting it on YouTube proves the efforts. It‘s a smart choice to make the National Award Winner actor winner – Dhanush sing this song as his fan base is huge and I the initial spark on Social Media started from them The song is sensation in US, Australia, India and many other countries – love the way the movie is promoted, a song can speak more than a trailer and thanks to Social Media for making this possible.15
15 http://www.soravjain.com/why-this-kolaveri-di-social-media-sensation-movie-marketing-case-study
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3.14 ZEE TV FEAR FILES: GHOST RIDER
The Background:
Fear files….Darr ki shacchi tasvirein is an Indian thriller television series which started on Zee TV.
The Challenge:
Horror on TV stopped being real and scary a long time back. Naturally, the viewership dropped. Then, along came Zee TV‘s Fear Files. A different show that uncovers the paranormal with a logical approach, it needed to get viewers interested in paranormal experience again to drive viewership.
The Target:
The males and females aged more than 18 years.
The Idea:
The insight was the even if the people don‘t believe in ghost; still they are scared of the paranormal deep within and the best way to attract them is to give the viewer‘s their own paranormal experiences. Hence, the brand decided to build a campaign to give the user a unique paranormal experience on the internet, that is, the Ghost on the internet.
The Execution:
The ‗I‘ll follow you‘ campaign: when the user first landed on a participating website, he saw a banner that said ―I‘ll follow you whenever you go‖ without offering any more explanations. The banner virtually ‗followed‘ the user to subsequent websites visited by him, through a cookie embedded in the user‘s system. The name of the user was picked up via Facebook connect to make the massage more effective.
Results:
Because it was the viewer himself who experienced the ‗paranormal‘ on the banners, the real nature of horror stories stood out, bringing a lot of credibility to fear files‘ content. More than million unique users experienced the banners with an average of sequential messages per user. The creative saw unprecedented CTRs (Click Through Rate) of percent on yahoo with campaign average being percent CTR. Zee got record tune-ins and also managed to perform better than the existing competition shows such as crime petrol and CID. 43
Budget:
Rs 40,00,000
Agency Remarks:
The follow you banner was successful in bringing the paranormal experience come alive on the internet, thus resulting in achiveling the overall objective of more tune-ins. The viemer himself experienced the ‗paranormal‘ on the banners which brought a lot of credibility to fear files‘ content.
Release date: 30/07/201216
3.15 Best Short-term campaign: Maruti Suzuki Ritz – Live the moment
The ‗Live the Moment‘ social media campaign played a role in a full 360 degree communication across TV, Radio, On-ground and Digital. With its social tools, it successfully managed to amplify the ‗Live the Moment‘ philosophy reaching users across the digital space. This was the promotion in which a car was actually given away as a prize through a social contest. A target of 25000 moments seemed challenging to start with but almost double the number was achieved.
OBJECTIVES
The objective of the program was to use social media to let people share the moments of their lives. With the Ritz as the backdrop this was intended to get Ritz owners together on a social platform and build pride and excitement among the Ritz owners and their friends and family. The target was to collect 25,000 moments in 2 months.
STRATEGY AND PLANNING
We launched a social media program to help users does precisely that. This was to complement the mass media campaign around ‗Live the Moment‘ and build further buzz around the brand.
STAKEHOLDERS
The initiative was led by the marketing team at Maruti Suzuki Limited and sought to engage the existing Ritz owners to play up the feeling of pride in owning the car as well as their friends and family who could potentially be future customers.
16 Digital@work: zee TV fear files: Ghost Rider page:142 44
CHOICE OF CHANNEL/S
The strategy was implemented across all social media platforms like Facebook, Twitter, auto blogs and forums and culminated in a microsite which helped collate all the moments from participants and viral them out to their friends and family.
IMPLEMENTATION
The ‗Live the Moment‘ microsite allowed users to login to the site using their Facebook or Twitter account or by registering on the site. They could then submit any moment in their lives that was memorable to them. The best moments had a chance to win awesome prizes including a Maruti Suzuki Ritz car.
To win a person had to collect a minimum number of votes before the jury would look at his entry.
The website allowed the user to invite his friends on Facebook and Twitter to vote for him as well as a feature by which he could invite all his email contacts as well. Using APIs, a contact importer was built through which the user could fetch all the contacts form email.
All moments were shown as pixels on the moment‘s wall, to view any moment one had to simply click at the pixel. The site featured a search by which one could locate moments using their moment number or the name of the participant. There was even a live stream built-in where the moments were displayed as soon as they were entered.
To create a full 360 degree impact, on ground promotion as also undertaken at Café Coffee Days and PVR Cinemas across the country. Promoters collected moments from users offline and the website provided them an import facility to add these moments to the Moments Wall.
IMPACT AND OUTCOME
Maruti Suzuki Ritz generated thousands of moments and established the brand objectives.
Close to 50,000 unique entries submitted by users. More than 2.2 million users visited the micrositeMore than 2 lakh votes received by entrants More than 1 lakh fans added on the Maruti Suzuki Ritz Facebook page.
LEARNINGS: The thing that worked for the campaign was the fact that people wanted to share their experiences especially with the car they love. While the program allowed people to enter any Moment, most of the entries revolved around what people did with the Ritz.17
17 http://www.indiasocial.in/case-study-maruti-suzuki-ritz-live-the-moment/ 45
Chapter 4 MARKETING STRATEGY 45
There are different kind of marketing strategy marketers are use in that mainly two kind of the marketing activity done by the marketers online marketing and offline marketing. Offline marketing getting the idea of the advertisement as digital as well as traditional marketing. The online marketing cover the purely digital marketing that covet the whole digital gadgets like as mobile, tablet, laptop, desktop and which device have facility of the internet connection.
4.1 Offline Marketing strategy types
Offline marketing covers the so many things like radio, newspaper; television advertising, hoarding, standee, etc. are to be used as per the requirement. Sometime different kind of marketing might be done by the marketer that gets the high profit to the company. In order for businesses to win market share and stay relevant they need to consider many types of marketing strategies. Each marketing strategy can communicate to a target market the benefits and features of a product.
Here is some of the marketing strategy that follows by the company:18
Cause Marketing: Finding a cause both your customers and your company cares about can create magic for your business. This requires internal knowledge about what your organization cares about and who they want to help in the world. A good example of this is Toms Shoes. Instead of doing the traditional ―buy one get one free‖ promotion, Toms built a strong customer following and reputation for giving back by giving away a free pair of shoes to someone in need for every shoe purchase made by their customers. Close Range Marketing (CRM): Use Wi-Fi or Bluetooth to send promotional messages of their products and services to their customers' smartphones and tablets at close proximity. Close Range Marketing is also known as Proximity Marketing. Relationship Marketing: Many companies focus on building relationships with their customers instead of always exclusive trying to sell them something (transactional marketing). Customers who love your brand more will also spend more money with your brand. Many traditional retailers have found this to be true. Walgreens has seen that customers who buy from all of their purchasing channels (store, web, mobile, etc.) buy up to six times more than the average customer that only buys in their store. Transactional Marketing: Driving sales can be challenging, especially for retailers that have to consistently sell products in high volume to consumers. In order to stay with the demands of investors, retailers have to encourage consumers to buy using coupons, discounts, liquidations, and sales events. High volume big-box retailers like Target are constantly running promotional events in order to get interested consumers into their stores.
18 http://www.cultbranding.com/52-types-of-marketing-strategies/ 46
Scarcity Marketing: In some markets it‘s important to control how much product is available at one time. In many cases this is done because of the difficulty of acquiring raw materials or higher quality of the product. A company may choose to make their products accessible to only a few customers. Rolls-Royce‘s release of their Chinese edition car called Phantom sold quickly. While the cost of the car was higher than most cars the scarcity drove the desire and the price Word of Mouth Marketing: Word-of-mouth Marketing is the passing of information from person to person by oral communication. Customers are very excited to share with the world the brands they love. Many consumers find meaning in sharing stories of their favorite products and services. Word of Mouth is one of the ancient ways people learned about what to purchase. Modern marketers have learned how to create authentic word of mouth for their companies and the products they represent. Call to Action (CTA) Marketing: CTA Marketing refers to methods of converting web traffic into leads or sales on websites using text, graphics, or other elements of web design. Conversions strategies help improve the percentage of online visitors who become customers or who join the mailing list. Viral Marketing: Cult Brand marketers are constantly creating new business ideas that keep their products in the heart and minds of the global consumer. Each time a new product is created, customers have to be given a reason to dream about their future purchase. Sometimes marketers of Cult Brands hit on something so great that people can‘t help but share with others. Getting your customers talking about your products and services is very important to growing awareness for your business. Diversity Marketing: Develop a customized marketing plan by analyzing different customer segments based on cultural differences including tastes, expectations, beliefs, world views, and specific needs. Undercover Marketing: Sometimes not telling everyone everything can become a great source of buzz. Think of a movie trailer that got you very excited to go see the movie. While not showing all the aspects of the movie, the advertiser can create enough intrigue to drive viewers to want to see more. Mass Marketing: Major corporations need to drive large numbers of purchasing of their products in order to survive and grow. While mass marketing may seem like a shotgun approach to marketing this is far from the truth. Big businesses spend big money in understanding big data--that‘s a lot of bigs!) This gives them an insight to where to place media for their potential national customers who buy their products and services. Wal- Mart is an example of an effective mass market retailer. As the number one retailer in the world, they are very smart about their mass marketing efforts, often giving their customers a feeling of locality and warmth. Seasonal Marketing: Seasonal events offer a great way to meet new consumers. Sometimes these events can be actual changes of weather or national holidays. For a retailer like Hallmark, Valentine's Day represents a large portion of their business. By 47
tuning into the various seasons that are important to your customers you can become more relevant in their lives. PR Marketing: One of the most important marketing strategies is public relations. Many effective marketers work with the media to bring awareness to their products and the benefits their products offer. Also, in many cases where things go wrong, a good PR marketing strategy is vital. When Apple‘s founder Steve Jobs was alive, Apple held a major press conference to announce every new product. This tradition is now continued by their new Apple CEO and CMO. Evangelism Marketing: Develop raving fan customers (what we call Brand Lovers) who become advocates of your brand or product, and who represent the brand as if it was part of their own identity.
Event Marketing: Creating events is a great way to drive sales. Customers often need a reason to shop and events can often offer the perfect reason. Macy‘s Thanksgiving Day Parade has become part of American culture by connecting two events together that consumer‘s love: Thanksgiving and shopping. Outbound Marketing: Sometimes it‘s important for companies to let their potential customers know they exist. By developing a list of prospects a company can begin to reach out to their individual target groups in order to find new customers. When Microsoft was selling their accounting software they often used outbound marketing to identify potential targets before trying to call the companies for an in-person meeting. Direct Marketing: Communicate directly with customers and prospects through mail, email, texts, fliers and other promotional material. Inbound Marketing: Companies often have customers calling them for various reasons. This can present a great opportunity to sell customers additional products and services they currently don‘t have. When business customers call to check their balances, the 48
business bank Chase often takes the opportunity to ask if they are interest in a credit line, a 401 k plan, or a variety of other services the bank offers. Freebie Marketing: Promote free give a ways or sell your products and services sold at low rates to boost the sales of other related products or services. Newsletter Marketing: A fun way to promote a business is to write a newsletter that highlights some of the newsworthy things that have happened for the organization. The Motley Fool has been sharing their investment insights with their community for many years. These newsletters create a sense of inclusion and participation with their members and have provided a key driver for their incredible growth. Article Marketing: In industries where expertise is highly valued, articles can offer a powerful tool to showcase your knowledge and expertise. Some innovations are shared in the form of articles or white papers where technical information needs to be convey to specialized buyers. Amazon.com has dedicated part of their site for white papers on technical know-how on cloud computing. This is a very sophisticated form of marketing for specialized buyers. Content Marketing: Write and publish content to educate potential customers about your products and services. For the appropriate businesses, this can be an effective means of influencing them without using direct selling methods. Tradeshow Marketing: Many products have to be experienced to be bought. There are very few customers that will buy a new automobile without doing a great deal of research and test-driving the car first. Tradeshows are industry gatherings where customers are invited to come sample all that the industry has to offer. To introduce their new lines of products, Ford Motor Company spends a great deal of time setting up and operating their booth at the international consumer auto shows each year. These auto trade shows give reporters and consumers a chance to experience cars first hand. Niche Marketing: Finding a niche and filling it could be described as the secret recipe for growth in over-crowded marketplaces. Take the shoe business, for example. There is a great demand for shoes in the world and so many top companies have evolved to satisfy most of the immediate shoe needs in the marketplace. The shoe space might seem crowded, but shoe manufacturing company Vans noticed an underserved customer: the skater. By focusing on this niche market Vans has developed a thriving business. Drip Marketing: Drip marketing is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media outlets can also be used as well. Community Marketing: Engage an audience of existing customers in an active dialogue, speaking to the needs and wants of this particular customer group. Instead of focusing on generating the next transaction, community marketing promotes greater loyalty and higher levels of engagement within an existing brand community. Learn how to build brand communities here. Community marketing can also lead to word of mouth marketing. 49
B2B Marketing: Business-to-business marketing is a marketing practice of individuals or organizations (including commercial businesses, governments, and other institutions). It allows businesses to sell products or services to other companies or organizations that in turn resell the same products or services, use them to augment their own products or services, or use them to support their internal operations. International Business Machines is a well-known B2B marketer. IBM‘s business has grown because taking a very intelligent approach at marketing their products to other business and governments around the world. Promotional Marketing: Promotional marketing is a business marketing strategy designed to stimulate a customer to take action towards a buying decision. Promotional marketing is a technique that includes various incentives to buy, such as: Contests: We all enjoy winning something for free. Contests offer an attractive marketing vehicle for small business to acquire new clients and create awareness. Coupons: According to CMS, a leading coupon processing agent, marketers issued 302 billion coupons in 2007, a 6% increase over the previous year. Over 76% of the population use coupons, according to the Promotion Marketing Association (PMA) Coupon Council. Coupons still work and provide an affordable marketing strategy for small business. Sampling: Try before you buy. Giving away product might appear profit-limiting, but consider how giving your customers a small taste can lead to a big purchase. Retail genius Publix supermarkets share samples of their award-winning key lime pie not because people question the goodness of the pie but to get their customers to buy more. Ambush Marketing: Advertiser use this marketing strategy to associate with specific events and brands without paying sponsorship fees. This allows the business to capitalize on these events or leverage the brand equity of the other business, which has the potential effect of lowering the value of the original event. B2C Marketing: The ultimate goal of B2C marketing (business-to-consumer marketing) is to convert shoppers into buyers as aggressively and consistently as possible. B2C marketers employ merchandising activities like coupons, displays, and store fronts (both real and online) and special offers to entice the target market to buy. B2C marketing campaigns are focused on a transaction, are shorter in duration, and need to capture the customer‘s interest immediately. These campaigns often offer special deals, discounts, or vouchers that can be used both online and in the store. Cloud Marketing: In this new form of marketing, all marketing resources and assets are brought online so customers (or affiliates) can develop, modify, use, and share them. Consider how Amazon.com gets customers to buy digital books, movies, and televisions shows in a digital library that is accessible in the customer‘s online account or on their digital device like their Kindle Fire. Alliance Marketing: A joint venture is formed between two or more businesses to pool resources in an effort to promote and sell products and services. 50
Reverse Marketing: In reverse marketing, the idea is to get the customer to seek out the business rather than marketers seeking the customer. Usually, this is done through traditional means of advertising, such as television advertisements, print magazine advertisements, and online media. While traditional marketing mainly deals with the seller finding the right set of customers and targeting them, reverse marketing focuses on the customer approaching potential sellers who may be able to offer the desired product. In 2004, Dove launched the Dove Campaign for Real Beauty focusing on the natural beauty of women rather than advertising their product. This campaign caused their sales to soar above $1 Billion and caused Dove to re-create their brand around this strategy. Although successful, this campaign caused a lot of controversy and discussion due to what people saw as an advertisement with a contradictory message. Telemarketing: I know what you are thinking, you hate telemarketers. You are not alone in your feelings. However, telemarketing can play an important part of selling your products to consumers and it must not be overlooked as many companies rely on it to connect with customers. Telemarketing (sometimes known as inside sales, or telesales in the UK and Ireland) is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call. Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialing. Telemarketing has come under fire in recent years, being viewed as an annoyance by many.
Free Sample Marketing: Unlike Freebie Marketing, this is not dependent on complementary marketing, but rather consists of giving away a free sample of the product to influence the consumer to make the purchase. 51
Database Marketing: Database Marketing is a form of direct marketing using databases of customers or potential customers to generate personalized messages in order to promote a product or service for marketing purposes. The method of communication can be any addressable medium, as in direct marketing. The distinction between direct marketing and database marketing stems primarily from the attention paid to the analysis of data. Database marketing emphasizes the use of statistical techniques to develop models of customer behavior, which are then used to select customers for communications. As a consequence, database marketers also tend to be heavy users of data warehouses, because having a greater amount of data about customers increase the likelihood that a more accurate model can be built. There are two main types of marketing databases: (1) Consumer databases and (2) business databases. Consumer databases are primarily geared towards companies that sell to consumers, often abbreviated as [business-to-consumer] (B2C) or B to C. Business marketing databases are often much more advanced in the information that they can provide. This is mainly because business databases aren't restricted by the same privacy laws as consumer databases. Personalized Marketing: Personalized marketing (also called personalization, and sometimes called one-to-one marketing) is an extreme form of product differentiation. Whereas product differentiation tries to differentiate a product from competing ones, personalization tries to make a unique product offering for each customer. Nike ID is a popular brand that has developed a strong business around this personalization marketing concept. Affinity Marketing: Create strategic partnerships that are mutually beneficial by forming alliances with complementary brands. Also known as partnership marketing, with this strategy, one brand generates sales while the other creates new customers and builds brand awareness. Cult tural Marketing: The proposition of cult marketing holds reign upon the notion that a way to convert—ahem, excite ... OK, convert—consumers is by using timeless human behavioral drives found in religious cults. Heck, fellow acolytes, nothing is more permission-, buzz- and one-to-one-based than "a central ideology with a parallel social universe rich with customs." Cult marketing is a bright spot in the list of newfangled marketing templates, one that applies timeless social-science principles in a powerful way. To the list of newfangled marketing buzzwords, let's add the term cult. Humanistic Marketing: Human needs are ―a state of felt deprivation.‖ They distinguish between physical needs (food, shelter, safety, clothing), social needs (belonging and affection), and individual needs (knowledge, self-expression). Needs are a relatively narrow set of non-cultural states of felt deprivation. 52
Guerrilla Marketing: Grass root, untraditional, and low-budget methods that found involve creativity, big crowds of people, and the element of surprise to market or promote a product, service, brand, event, or new launch. Brand Lover Marketing: Brand Lover Marketing is a marketing concept that is intended to replace the idea of traditional brand marketing. Brands are running out of juice and Brand Lovers are what is needed to rescue brands. But what builds loyalty that goes beyond reason? What makes a truly great brand stand out? Brand Lovers bring brands to life. For a brand to elevate itself into the "Cult Brand" category, it has to give customers a feeling of belonging while generating strong feelings of love for its customers. Creating loyalty beyond reason requires emotional connections that generate the highest levels of love and a sense of belonging for your brand.
4.2 Online Marketing Strategies 19
The online marketing get the best idea for the next generation marketing mean that the now most people use smart devices and connect with the internet day by day so if we want to marketing online or promote any brand then this is the best for the company as price wise and effectively work. The online marketing is the measurable data so as per the requirement we can approach that strategy. In the online marketing there are two types of marketing:
1) Paid Marketing: This kind of marketing in that we have to pay the online portals for promoting the product. In this kind of marketing SEM, PPC, Display advertising etc. 2) Unpaid Marketing: this kind of marketing we create such kind of content so that people influence them self and share product information them self. This cover the SEO, Blog writing, Twitter, Facebook Page writing, social media promotion etc.
Types of online marketing strategies:
Some of the marketing strategies are using in this the real field that defines as below:
A Superior Product (or Service): A gifted product (or service) is mightier than a gifted marketing campaign. This principle has built more fortunes than any other marketing insight which is why I listed it as #1. A superior product (or service) gives the best results in marketing and selling because if it is not in the product, it isn't going to be in the marketing either. In other words, if your product is not better than the competition‘s your marketing can‘t honestly communicate any unique and advantageous qualities to your market. The better your product, the more persuasive your ads can be, and the bigger your marketing success will be. You need a strategy; a unique and powerful message, to win. One way to position your product as being better than the competition is to make it unique and fill the void that your market wants with a Unique Selling Proposition. For
19 http://www.interactivemarketinginc.com/top-10-marketing-strategies.html 53
example, back when Federal Express started they knew the market desired faster package shipping then the typical ―4 to 6 weeks‖ delivery time. Federal Express (FedEx) filled this void and in turn dominated the package shipping market with the following USP: "Federal Express: When it absolutely, positively has to be there overnight." The deployment of this USP allowed Federal Express to emerge as the dominant leader in the industry, taking market share rapidly, and also increased its sales and profits. How can you position your product to be more advantageous than your competition‘s product? Words That SELL: The most successful marketers know their market and how to sell to them. They understand who their customers are, which common needs and goals they possess and the psychology of why they buy. They use this information to optimize their marketing and website to ―speak‖ to their market‘s desires and give them what they want. This superior "Message to Market Match‖ makes their marketing and website generates more leads and sales than the competition. You can use this strategy on our website with ―Conversion Rate Optimization‖ (CRO). CRO is the process of making your website generate more results by being more persuasive, more trustworthy and easier to navigate for your visitors so more of them find what they‘re looking for and take action. CRO is the fastest and easiest strategy for increasing leads and sales generated from your website. Plus, it‘s the best way to significantly increase your leads and sales without having to spend a bunch of money on increasing your website traffic. In fact, it‘s the first step that should be taken before increasing your targeted traffic. A Newsletter: Sending an email newsletter is a powerful way to stay in touch with your customers on a regular basis. By staying on their "radar," the odds are that they will think of you first the next time they need a product or service you offer! In fact, a quality newsletter is probably THE best customer retention tool available, and it costs very little to use. Plus, it can also be an effective Customer Acquisition Program it you use it correctly. A newsletter is not a new concept, it is simply an informative letter mailed to subscribers via email or print. Of course, your newsletter must have useful content and information that is appreciated by your database of readers, otherwise people will unsubscribe by the masses. So, every couple or few weeks send out an "informative letter" covering areas of interest to your subscribers including helpful articles and tips, news, free stuff and special offers. Public Relations (PR) Hiring a good Public Relations (PR) agency can really boost your business‘ visibility and profitability. A PR Agency‘s role is to get publicity for you by getting your news, press releases and articles into the media that your target market reads. The publicity will increase your visibility, credibility and sales. 54
For the best results with PR, go where your market is. In other words, get your message in the media that your customers read and watch. For example, the websites, online discussion forums, magazines, newspapers, radio and tv shows that your prospects use to get their news and information. Hiring a PR agency who knows the right journalists in your market is advantageous to you because they'll get your story covered in the media more often. Since most media outlets have websites, they'll publish your news online too! Often it's a good idea to hire a talented PR Company AND an online marketer who knows the Internet and is skilled in getting your articles, news and press releases published online on Google News, Yahoo! News and your industry‘s news websites and online discussion lists. This is a powerful online / offline "1-2 punch" that will boost your visibility, website traffic and sales! Search Engine Optimization (SEO): More than 88% of all Internet users look for websites, products and services by using search engines and online directories. Approximately 90% of the clicks on the search engine results pages (SERPs) are on the top 3 ranked websites (not the paid listings). Plus the top sites are considered ―more trustworthy‖ and there are no pay-per-click fees involved which means lots of low-cost high-quality visitors for you. In other words, if your site isn‘t listed at or near the top, it may as well not exist! Ensure your site is ranked prominently for keyword phrases related to your product or service with an effective Search Engine Optimization (SEO) campaign. There are three basic steps to SEO: 1. Optimize your web pages with keywords in the page titles, Meta tags, headlines, content and URLs; 2. Link your web pages to each other using keyword phrases; 3. Acquire keyword optimized in-bound links from industry authority sites that point to your site. All three steps are important, but the third step - acquiring keyword optimized in-bound links (IBL‘s) - is the most important step. Unfortunately, most people don‘t understand this or just do this step all wrong. The best ways to acquire in-bound links to your website are: • Acquiring and buying links (yes, buying them) on ―authority websites‖ within your industry; • Getting listed in the best Internet Directories like Yahoo‘s Directory; • Distributing keyword optimized press releases via services like PRweb.com; • Distributing articles and information related to your product or service. Usually only a handful of carefully selected links from the right websites will boost your rankings tremendously. Stay safe by only seeking 'related' targeted in-bound links (IBL's) from quality websites related to your website‘s topic. SEO takes time and effort, but it‘s well worth the investment because of the quality visitors it provides 24/7/365.
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Pay-Per-Click Search Engine Advertising (PPC): ―Pay-Per-Click‖ (PPC) search engine advertising is the most targeted advertising money can buy. Why? Because PPC allows you to place your advertisements directly in front of hard-to-find prospects at the exact time when they‘re searching for your type of product or service. No other form of advertising can do this for you! (Except for maybe yellow pages) Within an hour of set-up time your PPC campaign can be launched on Google AdWords and you can see results fast. PPC also gives you more control over which landing pages you send your visitors to allowing you to give them the most targeted message or the exact product they are searching for. Of course, with PPC you have to pay per click so there are advertising costs involved. Fortunately for you, Google AdWords allows you to use ―Conversion Tracking‖ tools to see exactly which keyword phrases are producing sales and profits so you can optimize your campaign and website to provide more results. PPC can and should become an indispensable part of your business‘ sales-generating arsenal. Free Content, Resources and Tools: Providing free content, resources and interactive tools on our website to attract your target market is a great strategy for increasing your sales and leads. The more interactive your website is, the more likely your visitors will experience satisfaction with it and use it as a resource. For example, Andy King at WebsiteOptimization.com offers the free ―Web Page Analyzer‖ tool which analyzes the performance of web pages and gives recommendations for improvement. This free tool is truly helpful to webmasters and gets more than 2.4 times as much traffic as the home page. This free tool generates more leads than any other page on Andy King's website! So, consider adding content, a discussion forum, audio and video files, or even helpful web-based tools for your visitors. These technologies can be used to engage your website visitors in real time and get them to take actions that lead to more conversions. What resources or tools can you create to attract new visitors and to get your message across? Social Networking and Web Intelligence: Social networking on the Internet is a great way to get in front of audiences who are discussing topics related to your expertise, product or service. In fact, it is becoming THE most powerful way to get in front of your audience on the Internet. New technologies like Twitter and Facebook make it easy. Affordable and easy to use Web Intelligence Tools can be also used to automatically scan the Net daily and provide you with a list of these Social Networking opportunities. For example, you can use ―Google Alerts‖ www.GoogleAlert.com to find online discussions and blog posts related to your product or service allowing you to provide input on these topics as well as posting links back to your website. Google Alerts allows you to easily and consistently reply to blogs and news features. You‘ll enjoy seeing your posts bring in new business. 56
Referral Marketing: Referral-generated customers are the least expensive and most profitable and loyal source of new business you can get. In fact, these referred customers also tend to buy quicker, negotiate less, buy larger quantities, and refer even more business to you. Plus, today‘s advertising rates are not inexpensive... so use referral systems to leverage (increase) the results generated from all of your advertisements and marketing techniques by getting your customers to spread the word about your company to bring in even more sales. Significant amounts of referrals usually do NOT "just happen" so use "referral marketing systems" - techniques and tools that you can easily integrate into your business that will proactively generate referrals. For example, just concentrating on providing outstanding service will result in happier clients who will talk favorably about your business and refer new business to you. Consider setting up ―joint-ventures‖ with other companies that could provide you with potentially lucrative partnerships and be sure to share the wealth with them. Start an ―affiliate program‖ for your website to get other sites to send visitors to you. Give every customer who purchases from you five 10% discount cards that they can give out to their friends and watch the referrals roll in. Think of the up-side profit potential if you could integrate 5 new referral systems into your business and/or website! Web Analytics: John Wanamaker, famous retailer and inventor of the price tag and the department store once said, ―I know that 50 percent of my advertising is wasted. I just don‘t know which 50 percent.‖ ‗Fortunately with tracking tools like ―Web Analytics‖ and the Google AdWords conversion tracker, a quick glance will show you what is working and what isn‘t. This allows you to save money by eliminating wasted advertising and further optimize your website to produce more for your budget. For example, check your Google Analytics account to identify which websites are sending you the best visitors and get more traffic from them by increasing your advertising with them and/or getting them to post your press releases and articles. Improve website‘s performance by optimizing the navigation and ―conversion funnel‖ so visitors quickly and easily find the content or product they want and buy it with the least amount of confusion and clicks as possible. Save 50% on your Google AdWords PPC advertising by running a ―Search Query Performance‖ report to identify and eliminate off-target keywords and save big money on your PPC Campaign.
If you are searching for creative marketing strategies to increase lead flow and sales, use these 10 great marketing strategies to grow your business. Start today by selecting a few of these strategies and using them to boost your sales now.
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Chapter 5 ADVERTISEMENT 57
There are different kind of advertisement methods in the market but some of the best method to attract peoples, visible to the consumer, eye attraction, brand delivery, etc. that must be in the any kind of the advertisement. Generally whole these things already define in any one particular brand rule book but I want to aware about such kind of advertisement that might be help to the marketing students.
5.1 Offline Advertisement
Offline advertisements that cover the newspaper, radio, television, sign board, display, etc. this kind of advertisement cover the mass people and this is traditional method so this kind of advertisement use from the beginning of the marketing field but in this field also many changes occur from past to up till now such kind of advertise example I want to explore here that will be discuss later.
This kind of advertisement most company is referred to advertise on the newspaper as India Times, Economics Times, Business Standard, Sandesh, Divya Bahashkar, Gujarat Samachar, etc. This kind of advertisement depend on the size of advertisement front page, back page, color, black and white, text, Display advertisement etc. that known as the CC(Centimeter per Cube) kind of measurement and popular of the newspaper that also for the consideration of the prize.
Here I am giving sandesh advertisement rate I hope this information will be help for the marketers.
5.1.1 Newspaper Advertisement
Classified card rate: Classified advertisement is use for the small scale advertisement like job, sales, offer this kind of advertisement is only in the latter format. This kind of advertisement charge as per the word concern. Print ad rate: This kind of the advertisement rate consider per the square centimeter area than depend of the page, location, and column of the newspaper. 20
This is the most helpful to the marketer to know the field of the advertisement prize and making cost of the advertisement so marketing plan can be create for the company and get more profit for the company.
20 http://www.sandesh.com/sandeshpage.aspx?page=Advertise%20With%20Us 58
21 22
As mention above in figure the as per the advertisement requirement we have to choose the best for the advertisement type.
5.1.2 Radio Advertisement: This kind of advertisement depend on the length of the advertisement, time, duration etc. base on that the cost of the broadcast they will be sent you that will be as below:
21 http://www.sandesh.com/OtherPages/images/10.5X7_CLASSIRATE.jpg 22 http://www.sandesh.com/OtherPages/images/Sandesh-Rate-Card-Contacts.png 59
23 As we can see in the picture that the define the basic prize of the radio mirchi 98.3 FM for that we have to define the location, Ad length, Frequency of ad, Campaign Duration, and at last advertisement during base on that cost will de define or call assistance will be provide by the company.
5.1.3 Television Advertisement 24
That also depend of the channel, TRP, Richness of the channel, popularity base on that the basic cost will be provide. Right now I am giving example of the Cable TV advertising rates and types Cable TV advertising is a unique and effective way to inform, motivate and persuade audience about your business, product or services. Cable TV advertising is a powerful tool with the ability to target customers both demographically and geographically.
ADVANTAGES OF CABLE TV ADVERTISING Advertising in Cable TV has the following advantages: Measurable: Generates leads along with awareness. Interactive: Interactive ads that can engage the audience. Targeted: Can be targeted based on demographics, time of day, event or program information. Mass Reach: TV is the most important medium for entertainment.
23 http://radio.releasemyad.com/station/radiomirchi/ahmedabad 24 http://www.themediaant.com/cabletv-advertising-india# 60
MEDIA OPTIONS FOR CABLE TV ADVERTISING STB Loading Screen
Default Channel
Banner Ads
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Program Guide / Search
Interactive Deal Ads
25 5.1.4 BTL Advertisement
Here I am providing such information regarding BTL kind of advertisement and the vender contact so prizing can be verified and further marketing plan can modified as per the requirement. This rate provided by Red Craft Agency.
25 http://www.themediaant.com/cabletv-advertising-india# 62
All activity rates-Gujarat, other cities of India
Quotation for Gokul oils activities
Table 6: Activity rates
Rate Rate
Item Printing per Sq ft / per Sq ft / Particulars Specification Applications Taxes No Technology per pcs per pcs /per /per board board
Rate for Rate for outside Gujarat Gujarat
Backlit Glow Sign Thickness 300 to 320 gsm Backlit Branding Hanva / LG / Star /Tower / Standard virgin - flex , ISI Branded Electrical fittings Glow sign Glow Sign Board color coated, 26 / 28 gauge View tech –flex 1 boards galvanize box, around 0.75‖ printing to 1‖ sq. pipe Printing with view tech machine. Outdoor life 1 year minimum 165 180 15%
Flex -Thickness 280 to 300 Frontlit Frontlit gsm Hanva / LG / Star /Tower / Main premium Dealer Board + 50 Max or any standard flex Branding dealer board at Printing at 6 to 8 pass or Standard flex Flex view tech printing retail shelf with 60 15% 2 view tech printing & framing, retailer name
Outdoor life 1 year installation Gate
0.75‖ to 1‖ M.S. pipe with Events various
correction coting application
Frontlit Flex Thickness below 300 GSM
Banner quality Life 1 month Short term 3 Flex printing 12 16 15% For retail activity Ilets – 4 to 6 pcs branding activity
Frontlit Flex Thickness 280 to 300 GSM Short term Hoarding
10 oz, Printing 4 to 6 pass or Hanva –LG Star Bus shelter View tech machine 4 Flex printing 12 17 15%
Seasonal Tower -Max message flex 63
GCO Any standard Banners during Life 9 months to 1 year brand flex the festivals
Special offer Shop Gates.
1 inch pipe structure
Thickness 280 to 300 GSM Iron structure + 5 Shop Gate 10 oz, Printing 4 to 8 pass or flex printing & Outside the shop 40 50 15% pasting View tech machine
Iron structure for Iron structure 6 Iron Framing 0.75 inch to 1 inch pipe various branding 40 50 15% only application
Roll Up Standee Frontlit
Main premium Standard Front lit flex – Branding 2000 per 7 6‘ x 3‘ aluminum 2100 12.36% view tech printing Exhibitions pcs /events External any kind of branding
Events - exhibitions 4‘ x 4‘ x 7‘ aluminum pipes Standard flex Road shows 8 Canopy 4300 4300 12.36% structure view tech printing Inshop & outdoor activity
Events - Roland Japan exhibitions eco solvent Moulded Pvc, portable printer & Mimaki Road shows 9 Promoter desk (foldable) with bag and Hi Japan eco sol 3000 3200 12.36% resolution solvent printing. printer Inshop & outdoor activity
Printing size 3‘ x 2‘ Backlit Roland Japan eco Main premium 10 translite with stand sol printer & 10 Scroller Branding Na Na Na Mimaki Japan eco Exhibitions & sol printer events
In –outside shop : Thickness 2 mm pvc In shop – outside branding panels Standard foam sheet, shop or Foam Panel – eco solvent inkjet 11 65 70 12.36% printing eco solvent inkjet Printing at 1080 dpi or high Exhibitions printing resolution panels Indoor life –outdoor life with retail shop activation - visibility 64
Thickness 100 to 120 micro Kiosk, Inside bus Frontlit Frontlit Vinyl 45 50 15% max shelter
Busback Pannel Vinyl solvent Printing at 6 to 8 pass solvent 12 (side) Vehical graphics, Outdoor life 1 year Standard printing Airport
Inshop signage
One way vision for Thickness 200 micron Max Roland Japan Glass for inshop glass
eco solvent printer & Mimaki Various eco solvent Printing at 1080 dpi 70 15% Japan eco sol branding options 13 75 printer Building inkjet Outdoor life 1 year elevation
Fine Matty material with screen printing at front side pocket Back side of T.Shirt. For promotion & 14 T.Shirt Screen Printing 250 250 12.36% inshop activity
Min order 100 pcs
Standard Cap material with screen printing For promotion & 15 Cap Screen printing 50 50 12.36% inshop activity
Minimum order 100 pcs
25000 sq ft minimum at one For Outdoor 16 Wall Painting Hand painting 7 10 12.36% state visibility
25000 sq ft minimum at one For Outdoor 17 Shop Painting Hand painting 7 10 12.36% state visibility
600 650 12.36% For Inshop Minimum 15 days activity / at Mall Male Promoter commitment at one city Mulitplex /Modern Trade 18
For Inshop activity / at Mall 19 Female Promoter 575 650 12.36% Mulitplex Minimum 15 days /Modern Trade commitment at one city For Brand 20 Road Show Per city –per vehicle Na Na visibility They will do the Merchandiser 750 per 750 per 21 Per city costing pop & pos + 12.36% person person ( Male) display activity
Door to Door Per City Costing –per For Door to door 22 650 680 12.36% Female Promoter promoter activity
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Agency commission would be charged at 10% for management charges. No agency commission on fabrication work would be charged For any installation and fabrication work related travelling and supervision per city cost would be 6500 inclusive of travel and TA+DA. The installation charges in any city outside Gujarat would be on actual based on the labor rate at various cities, bills would be raised as per actual. The installation charges are inclusive in the rates provided for Gujarat.
REDCRAFT
607, SANGITA COMPLEX
OPP DOCTOR HOUSE, PARIMAL GARDEN AHMEDABAD
As price and type of promotional activity we can go through the table now the below are some pictures that gives you look of the different kind of the types of advertisement.
Neon Sign edge Board Redcraft is pioneers in the production of extensive range of Sign Boards, which are fabricated using high-grade raw materials. Designed in compliance with the set international materials standards, these are known for its finishing, perfection and durability.
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MOBILE DISPLAYS With the help of our team of professionals, we have been able to manufacture a world class range of Mobile Displays. These displays are gracefully designed using provocative colors and texts to attract the attention of viewers. These are ideal to carry out advertisements along routes detailed by our clients.
CANOPIES & TENTS Here put forth an exclusive range of Canopies & Tents, which are widely used to promote companies. These are gracefully printed with the name or messages of companies using numerous provocative colors. These are safe to use, economical and durable. The canopy cost consider depend on the type of canopy and the size of the canopy the base prose of the canopy start from the 2x2 feet. Area prize start from Rs.10,000 onwards. 67
FLEX BOARDS & HOARDING United Ad manufacture and supply wide range of Flex Boards & Hoardings. These boards and hoardings are of very high quality, as we use only the best quality raw materials to manufacture these hoardings. Some of the attributes of these boards and hoardings are durability, supreme visibility and attractive finish.
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The Hording we can take on rent base on the product and location of the hording the cost will be concern. The ACP tower making cost will be around Rs. 2,50,000 occur this kind of ACP tower we can see at Petrol Pump, Mall and Automobile Agency the most popular place for the Tower.
ROAD SIGNAGE26 Here Offering a Road Signage that is available in reflective, photo luminescent and plain vinyl. Theses signage plays a very prominent role in guiding / giving information about the hazards / information ahead. These are available in various sizes and steel structure to hold the signage.
5.2 Online Marketing Advertisement
The online marketing advertisement done by such of useful tool as like Facebook ad manager, Google Adword, Bing Ad Manager, Inbound Ad manager, etc. This kind of the advertisement done by the online promotional purpose only in that search ad, Display ad, Video ad, Display Banner, Flash Ad, etc. kind of the advertisement we can do.
The benefit of the online advertisement is measurable, consumer targeting, cheap rate, easy to promote own advertisement, make own design, visualize and analyses data and base on that we can promote our advertising activity.
Internet marketing has two types of main category we can define as the organic and inorganic (paid) advertising by the way this kind of advertising allows the Google, Bing, Yahoo etc. Search engine are allow to do advertising and for that we have to pay for that kind of advertisement.
26 www.unitedad.co.in.co/.in 69
There are mainly two types of searching process/ methods:
1) Search Engine Optimization (SEO)
2) Search Engine Marketing (SEM)
5.2.1 Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
The Organic search result we can manage by understanding of the such kind of the terms so we can design that kind of the website so we get the best result from the search engine like
Backlinks: This is the process by that we can generate traffic on that website by using other high ranking web site so we can create our website traffic and get high ranking position Page Rank: This term we can define that the website can quality and the content of the website by that the user get more benefit from that content that is define by the search engines automatically by using crawling process. Crawling: Crawling is the process by that the website analyze by that search engine decide update of website, content, quality of website, tag, title all king of measurement is done. Webmaster: This is one king of tool by that any kind of website can be visible on the any kind of the website on the search engines. Spider: This is the process by using any kind of the search engine can find the relative search page within a microsecond by using crawling prosess.
5.2.2 Search Engine Marketing (SEM)
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay per click (PPC) listings.
This is inorganic for that every advertiser has to pay for the advertising that payment taken by the search engines and search engines promote their ads as per their convenient for that we have to understand such kind of terms used by the search engine. 70
Search Engine Result Page (SERPs): This is the result page which is internet user want to find the most relevant results find by the search engine. Pay per Click (PPC): PPC is the kind of strategy by that advertiser has to pay search engines for if the any user click that adverse than pay so if click happen then has to pay. Key Planner: This is the tool that helps the advertiser for using most popular keywords by that using he can advertise what he want by using that key words. For the advertise any kind of the website or content then key word is the essential part of the thing on which he has to bit the best cost which can pay to the search engine Keywords: Keywords are the phrase or group of words by that any kind of internet user want the result and get the most relevant different kinds of results Adwords: Adwords is the tool by that advertiser can make ad and publish that ad on the relevant page and bid has to decide by the advertiser. For that advertiser has to create Adwords account by that advertiser can get the chance of advertising on search engines. Cost per Impression: These types of cost are paid for the only seen by the user if take action or not that doesn‘t matter to the advertiser then he can set this kind of payment.
The types of digital display advertisement and its benefit:
Home Page and Run of Site Display Advertising
Home page Display advertising gives you impact with presence on the home page of our websites. Run of Site Display Advertising are online ads that run throughout the websites. Your business benefits from the association of your message alongside the news and information from a trusted, local newspaper Web site.
Share of Day Display Advertising
Dominate for a full day and capture your share of local shoppers on key buying days.
Section-Targeted Display Advertising allows you to target your message to online audience segments by content topic. Check with your Seacoast Media Group consultant about availability of additional section-targeted advertising. On Target- Display Advertising allows you to reach beyond our websites and places and target specific audiences by zip code and interest to ensure you get the most bang for your buck. Floating Ads – memorable for the right reasons. Once your floating ad appears for 10 seconds, it then disappears to reveal your logo ad on that same page to keep your message top of mind and allow for further interaction with your brand and message. A visitor will only see one Floating Ad per 24-hour period from their computer, not multiple times per day or multiple times per site, like some ads. Ads are limited to one advertiser per day, so your message will really stick. Sliding Billboards are main-page advertising that really appeals to our visitors. Similar to Floating Ads, Sliding Billboards are memorable for the right reasons. Your 71
message will appear in full on the home page of Seacoastonline.com for 10 seconds, and then retreat into a ―pencil‖ sized ad unit and remain present to keep your message top of mind and allow further interaction with your brand and message for those who desire it. Ads are limited to 12 per month.
The best way to represent the digital display on the most powerful or we can say high ranking website we have to find and on that we can run on that display advertisement. But how can we find that the best which is the best and high ranking website so we can take help of moonsy.com site by that we can find the backlinks, page rank, quality score all are we can find on that website.
Types of Online Advertisement: 27
. Google Search Ads Google search ads are online ads that appear alongside the search engine result page when users search a keyword query on Google. These ads are PPC, or pay-per-click ads, in which advertisers pay for each ad click. Google‘s PPC search ads are managed by Google‘s AdWords advertising platform, which allows advertisers to bid on keywords, craft ad text, set budgets, and more. To advertise on Google AdWords, you'll need to create a Google AdWords Account.
27 http://www.wordstream.com/online-ads 72
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. AdWords Ads AdWords ads are online advertisements created within Google‘s AdWords advertising platform, identical to Google search ads.
. PPC Ads PPC ads, AKA pay-per-click ads, are advertisements in which the cost of advertising is determined by the number of clicks an ad receives. AdWords and Bing Ads both use a pay-per-click model. . Bing Ads Bing ads are similar to Google ads in that they work on a pay-per-click basis. Advertisers can manage their ads through the Bing Ads service, formerly known as Microsoft adCenter. You can get started with creating Bing Ads here once you have a Bing Ads Account.
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. Facebook Ads Facebook ads exist in many different forms, each offering unique pros and cons for advertisers looking to market on Facebook. To learn all about Facebook advertising, read our Facebook Marketing blog post, or check out our list of 45 Facebook advertising tips. Marketplace ads appear in the side columns of the Facebook website with a headline, copy, and an image.
Promoted Posts are Facebook ads that let advertisers pay a flat rate to promote a single post on their Facebook business page. The promoted post reaches more fans and friends of fans than a regular post. 75
Sponsored Stories show a user‘s interaction with an advertisers page or product to the user‘s friends and larger network. Sponsored Stories are also one form of Facebook ads that can appear in a user‘s newsfeed. FBX, or Facebook Exchange, are Facebook ads that implement remarketing. These ads take into account a user‘s web surfing history data, letting an advertiser show an ad for a product a user was looking at earlier on the advertiser‘s website.
. Twitter Ads Twitter ads refer to the paid boosts that brands on Twitter can use to extend the reach of their tweets, promote a chosen hashtag, or gain more followers. Promoted Tweets lets advertisers‘ tweets reach more people‘s home feeds, and offer a healthy batch of targeting options. Twitter ads also include Promoted Accounts, letting advertisers show up more often in Twitter‘s Who to Follow recommendation feature. Promoted Trends gets your custom hashtag in the Trends bar, earning additional attention and notice from the Twitterverse. If you're looking to advertise on Twitter, be sure to measure social media roi. 76
. Tumblr Ads Tumblr ads come in a few different formats – Tumblr Radar and Spotlight allow for ―sponsors,‖ aka advertisers, to be featured in areas where Tumblr highlights unique content and accounts. With 54 million users posting 70 million posts per day that get over half a billion page views each day, the Tumblr community is an active and lively one. Tumblr also offers sponsored web post ads, which are pieces of Tumblr content crafted by advertisers that appear in users‘ main dashboard feed, integrated with normal, user- generated content. These Tumblr ads have small dollar signs to mark them as advertising content. In order to post your online ads onto the Tumblr platform, you'll have to become a Tumblr sponsor.
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. Banner Ads Banner ads are image-based advertisements that often appear in the side, top, and bottom sections of websites. They can range widely in terms of size, design, and function. You'll typically find them in all sorts of news-based websites, blogs, and specialized web communities. Many websites brokerage their ad space with ad exchanges such as Google's Display Network, or you can buy the ad space in the same manner you'd buy an ad on a newspaper.
. Google Display Ads Google Display Ads are a form of contextual banner ads used in the Google Display Network, Google‘s collection of network sites that agree to host display ads. The Google Display Network also includes Google properties such as YouTube, Gmail, Blogger, etc. Google Display ads can be text, images, and even video based. To serve online ads on the Google Display Network, you need to start by using Google AdWords.
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. Retargeting Ads Retargeting ads (see similar, Google Remarketing) entice a user to visit a site by taking into account the user‘s past web history. When a user visits a website, a retargetting campaign cookie is attached to the visitor, taking note of what pages and products the user visits while browsing the site. Once the user leaves the advertiser‘s site and begins journeying to other websites, targeting ads can be made to appear in certain ad spaces, displaying ads that specifically call out what the user was looking at on the advertiser‘s site earlier.
Retargeting ads tend to perform drastically better than regular banner ads, with higher click-through rates and conversions. If you're already using Google AdWords, we have a step-by-step tutorial on creating your own Google AdWords remarketing ad. . Flash Ads Flash ads are banner ads that use Flash design, often featuring interactive elements to entice users. While flash is still used subtly in certain display ads, the playful, interactive, and somewhat hokey flash ads that were common in the millennial years are no longer considered a popular form of banner ad.
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. Reddit Ads Reddit ads are advertisements featuring a headline title, destination URL, and an optional photo. Reddit ads work on a bid-based system, in which advertisers can set campaign budgets and choose how long they want their campaign to run for. Reddit ads allow for some unique targeting options and are often fairly cheap, with low cost-per-impressions. What really makes Reddit ads unique are the comments and voting – users can upvote or downvote your ad, giving advertisers an easy read on if users like or dislike an ad. Each ad, like all other posts on Reddit, has a comment section. This can be useful for advertisers because it allows users to provide direct feedback that goes straight to the advertiser.
The best Reddit ads take their audience into consideration – Reddit is predominantly frequented by a young, tech-savvy audience, mostly males. On a whole, the Reddit community is very wary of blatant marketing, so posting a Reddit advertisement can be a bit like playing with fire. If done properly, Reddit ads can bring a lot of attention for low cost. You can advertise on Reddit through their website. . Mobile Ads Mobile ads are ads that appear on smartphones, tablets, and any other mobile device. Many social media platforms, websites, and apps offer their own unique mobile ad options. If you advertise on Google AdWords, you can advertise to mobile devices by taking advantage of Enhanced Campaigns.
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. In-Game Ads In-Game ads are advertisements that exist within computer or video games. One of the most common examples of in-game advertising is billboards appearing in sport games. In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols.
. AdMob Ads AdMob Ads are advertisements that appear within mobile apps. AdMob itself is Google‘s mobile advertising platform, enabling app creators to make revenue off of free games by offering ad space, and allowing advertisers to get ad spots in the most popular mobile games and apps. AdMob ads can appear as mobile-optimized text ads, image-based banner ads, or even interstitials ads, which use rich HTML5.
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. Email Ads Email ads are advertisements sent to users via web mail. Email ads can be used to notify subscribers of certain promotions, discounts, or new features, among other uses. Most email advertisements feature a large image with minimal text; users will not waste large amounts of time reading email ads, so it‘s important to make your message as clear and concise as possible. Email ads also rely on a compelling subject line to ensure that a user will open the email.
. Video Ads Video ads are growing in popularity as better internet speed performance and online advancements make it fast and easy to watch videos on the web . The most successful video ads avoid blatant advertising, opting instead for educational, how-to video content that naturally appeals to users, with some (if any) product suggestions discreetly integrated. Humorous video ads also perform well, with some funny video ad network campaigns finding enormous success, especially when an interactive element is added.
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. YouTube Ads YouTube ads are ads that appear on Google‘s video-sharing site. Since Google obtained ownership of YouTube, advertising on YouTube has become nearly as easy and customizable as advertising on AdWords. YouTube ads provide a number of targeting options and several different ad formats. YouTube advertisements can appear as banner ads, in-video overlay ads, in-stream video ads (which are video ads that appear before or during another YouTube video), as well as several other setups.
Here we can see the two kind of advertisement in the YouTube site Search ad and Skip ad both are chargeable but skip video we can run through Google adword, and double click media, and search video advertisement we have to use YouTube ad Manager Tool. . Instagram Ads There are at the moment no ―official‖ Instagram ads – just brands being creative and producing Instagram pics that can be shared right alongside user-crafted content. 83
Vine ads operate the same way Instagram ads do – there are no official Vine ads at the moment, but many brands and advertisers produce Vine video ads that serve as natural content-based advertising, integrating with regular used-crafted content. Good Vine ads take a clue from other successful Vines by creating 6-second content that stands out, often implementing stop-motion techniques.
So in this chapter we can observe the different kind of promotional activity and the useful tool for the marketing by using this kind of the tactics we can find the better option for the reach at consumer address.
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Chapter 6 INTERNSHIP LEARNINGS 84
The experience of the company brandveda getting the finest knowledge about the marketing activity. During the internship activity we learn so many things that discuss step by step.The different kind of activity done in the company brandveda during summer internship which are:
6.1 Video Editing When someone have to represent their own company than this is the best for the representing the activity live in the brandveda required to put online classroom video for attract which are want to study online. This is the best opportunity for me to show my talent so for that I use two software which are audacity and windows movie maker. Audacity: Audacity use for the noise reduction in the MP3 Audio file and getting the fine tune for that first take one video which you want to edit the video. Frist step to convert .wav file from the Video file then upload to the audacity software. Then after go to Effect menu in that choose one option Noise reduction use this and save file to the destination location.
Windows Movie Maker: this will help the to edit the video in this we get the layer option so we can add the company logo, instructions and required information in the video.
6.2 Online survey forms
Brandveda need to take online exam for that I use Google forms and Typeform both are used for the online survey it is very easy to create form just open account on the particular portals. This are more useful for the taking online survey, create database, response of the consumer, Feedback forms etc. we can take more advantage and no need to know the technical knowledge for this so this is most powerful tool for the analysis purpose.
The best for the online survey with the high performance it got the perfect result by its own analysis technique. We got the perfect result from it as like gender, age, location, device, etc. by that we can conclude and get the perfect forecast the marketing plan as company required.
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6.3 Marketing Plan Table 1: Marketing Plan Product Gandhinagar Ahmedabad Classroom Advance Course Online Training Collage Presentation
As shown in the figure the marketing plan made by the industry guide. Company has mainly four products and two locations as per the location each have their own target base on that the team works and the planning forecasting by the company.
For target achievement there are mainly three kinds of the lead generated Cold lead, Warm Lead and at last Hot Lead the relation between each other is:
3 Hot Lead 1 Conversion
2 Leads 1 Hot Lead
Table2: Marketing Table
Activity No. of Events No. of Leads Total Leads Hot Leads Conversion Events 10,000 flayer
As shown in the above table that is known as the marketing table because by this the marketing people can estimate the cost and the conversion ratio base on that they can estimate the Profit of company and base on this all decision taken by the marketing manager.
As per the example as suppose if event 5, leads 50, Total leads 64, Hot leads 12, conversion 10 than the distribution of the flyer must be consider the then total leads should be consider. Base on this we have to consider the cost ratio of the whole event and flyer distribution cost base on that the profit should be considered.
The best marketing activity if any other field done than the main requirement for the marketing management is to get the perfect knowledge of any kind of the field so they get the good result from that kind of information. The main thing in this is to be perfect analysis required for the study location, kind of market, and evaluation from it.
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6.4 Buying Cycle Table 3: Buying Cycle
Event
Leads
Classroom
Call/ SMS
Seminar Demo
Meeting Before Demo
Buying Cycle for Generate Leads
As shown in the figure the Event create the leads in that cold lead, worm lead, and hot lead base on that filtering process will be their base on the call and SMS the leads follow. As call and SMS done the Hot Leads filter from the total leads. Hot lead has to call for the seminar. Seminar called the demo lecture if demo lecture attend by the lead then conversion will be their otherwise call for meeting before demo lecture if then convince for the classroom.
Demo class call as the main conversion from the leads but before that the main struggle for the best lead collection for that we are targeting Gandhinagar and Ahmedabad location. After getting the good number of leads we are filtering the leads base on the response of the students. Begin with the First introductory calling we give introduction of course and then if they are satisfy then call for meeting of demo lecture base on the satisfaction of the students. The best way of the deal with the student is to get close to them base on the student interest area call for them and discuss with them as per their interest. For this campaign we are targeting B.com, M.com, BCA, MCA students but this course will more helpful for the Marketing management people. Because of this reason during the summer internship we are suffering a lot for finding particular lead so we get the best quality lead.
Sometime we get the good people some time we get the average people that are the life funda never get the proper idea to where we have to go for finding the lead then conversion. Every day feel the challenge to get the conversion and motivate by the good lecture but the best way to get the proper idea to collect information and find such a way for the best people. 87
Finally we got the best hot leads around 56 that is really good achievement for us.
Buying Cycle for Collage/ Computer classis Same way we are approaching collage and computer classis for the conducting workshop/ seminar for the digital marketing. First we are finding the collage on the internet then make list and day by day we approach the MBA collage meet to the consulting faculty than make contact with them. By this we get the around 24 collage nearby Gandhinagar and Ahmedabad and more than 50 computer class deal with the collecting best leads. For that 15 days of cycle we call back to the connected people and asking for time to meed again that procedure called as the follow up meeting. Base on that brandveda got the sant kabir collage for 80 hours full lecture and kadi sarva collage for seminar that is the big achievement for us. 6.5 Marketing plan for expanding the Business
Help Desk
Gandhinagar Ahmedabad Jaipur
With the help of the hostel facility Brandveda planning for the Jaipur which have 40+ collage so for that this is the best opportunity for the company to approach the right people to get connected to the Jaipur city and from their call the student. The Brandveda has plan for the student which are coming from the far away for them brandveda provide the hostel facility.
6.6 Brandveda online advertisement campaign Brandveda gives me to promote the online campaign with the define strategy
Brandveda
Brandveda Search Brandveda Display
Ad Group
SEO – 15 – 5 Ad, Digital Marketing – 15 – 5 Ad, Certification – 15 – 5 Ad
SEM – 15 – 5 Ad, Display Ad – 15 – 5 Ad, Social – 15 – 5 Ad 88
Location
Ahmedabad, Gandhinagar, Jaipur
Device
Mobile, Laptop, Tablet
After that bid adjustment, call extension, keyword selection etc. required setting must be done as per the consumer preference and richness of the advertisement.
Whole these things done in the Google Adwords for the run online campaign.
6.7 Hording marketing activity Brandveda teach us to how to deal with the marketing people and the advertising methods in that they give us a great opportunity. First we find the contact information from the internet the vendor list of hording after that we contact them and they send us the prize list and photographs of the location that was the great experience of us to understand the hording deals and choose the perfect location at which we got the maximum visibility. This kind of study in that we can understand that different kind of industry have different kind of strategy to put hording as like if food industry they cover whole hording but less days 10 to 15 days only but if we see the auto mobile industry than the hire for 2 to 3 month and if we see the real estate hording than they are hire for 1 to 2 years but less kind of hording.
The kinds of reply from the vendors are
Table3: Gandhinagar Available Sites Dated:21/05/2015 S r. N ID Rate o No Center Location Type W H Status P.M. Info City Circle- NG Gandhina Tow,Mahatma Mandir Road Availa 1 3 gar (Right) NL 20 10 ble 6,000 NG Gandhina K-7 Circle- 3 Road, Vasant Availa 2 19 gar Vaghdo (Down) NL 20 10 ble 6,000 NG Gandhina K-7 Circle- 3 Road, Vasant Availa 3 21 gar Vaghdo NL 10 20 ble 6,000 NG Gandhina Hotal Ghunghat Crossing- Availa 4 24 gar Fcg,Randheja NL 20 10 ble 6,000 NG Gandhina Randheja Opp, Petrol Availa 5 25 gar Pump-Fcg-4 Road (Righ) NL 20 10 ble 6,000 NG Gandhina Balva 3 Road Tow,Mansa Availa 6 41 gar (Left) NL 20 10 ble 5,000
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Further information given as below the terms and condition of the outdoors marketing each have their own terms and condition and prize list.
Terms & Conditions:
Flex Printing Charges will be EXTRA. Flex Fixing Charges will be EXTRA. Service Tax will be EXTRA. If Client need the Flex then EXTRA Rs. 1/- for Removing. Please note that confirmation the above Hoarding sites as per subject to availability. Misplace or Damage of Flex is not our Responsibility. Kaushik Outdoors will not be responsible for any kind of damage occurs in electrical
Kaushik Publicity 01, Gandhi Baug Society, Opp. Thakorbhai Desai Hall, Law Garden, Ahmedabad 380006, Gujarat, India. p.: 079-26 463 352/53 (+91- 8866 00 33 34) e.:[email protected] w.:www.kaushikoutdoors.com
This information only provided by the Kaushik publicity other vendors also send us the same
kind of information but some information should be confidential so it is not provided publically.
This kind of photographs sends by the kaushik publicity if we want to visit the all location than they can provide us good kind of facility also.
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6.8 prelaunch campaign plan example Honda city
As shown in the above figure the when Honda city give the marketing plan to the each Honda showroom and as per the guide rule book of marketing all has to be follow as per the mention. In that plan whole thing is mention from the company itself the background color of stage, how to celebrate the campaign, design and the method of design everything, TV ads, print ads, radio ads etc. The show room marketer only has to follow the instruction as mention from the company that whole thing define well in the rule book.
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Chapter 7 RESULTS AND FINDINGS 91
7.1 RESULTS
During the internship period we got the great experience of marketing in that sales and branding activity. We got such kind of fine result or we can call as our achievement during this period.
We got more than 50 hot leads which are conversable for the classroom event from both Gandhinagar and Ahmedabad location. For seminar and workshop proposal we got the positive review around more than 20 collages they are ready to give us time to take seminar. Sant kabir gives brandveda to 80 hours classroom activity. Bing process for the further seminar proposal at kadi sarva collage at Gandhinagar and Unitedworld School of Business, Ahmedabad. Brandveda got the online class certification for that the standard kind of video provided by the trainer edited by me. Brandveda got the 1st rank in the thinkvidhya portal. Brandveda good in the Search Engine optimize activity so socially they got the best result from the activity.
7.2 FINDINGS
Summer internship teaches us great knowledge about the marketing activity in the brandveda play a very good role. During this period we got such kind of findings which was short time but the very effective for the marketing activity. Brandveda done the both kind activity offline marketing and online marketing so as result of that we find some interesting kind of things such as:
While putting online lecture video that must be good quality so student gets the best result from online portal and get the best result from it. Online marketing activity in that brandveda put their advertisement online at two ways Facebook ad and using Google adwords out of that the brandveda got the positive result from that activity. Facebook ad gives the best page like performance mean that the people aware of the brandveda. Online marketing is cheap and measurable kind of activity so we can do prefect analytical part and forecast the marketing pan according to that we can change the activity work. 92
Offline marketing activity in that we ware done hording marketing, flayer distribution and canopy activity that was the best part of the minimum kind of the marketing cost and maximum result we got. During the canopy activity on such location we have to take permission before the any kind of activity should be performed. If you don‘t know the marketing place than the internet play the best role that help us to find your customer so technologically everyone should be improve day by day otherwise competitor beat you. If you want to be forward other than your competitor the team work and the team lead plays the very important role for that. Brandveda sometime didn‘t find the potential student for that we suggest to collobrate with the computer institute which have course of PHP, .NET etc. so they can got the good kind of interest in brandveda course because they can understand the technical kind of work so they easy to understand marketing online activity.
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Chapter 8 `CONCLUSION 93
The best way of doing the study is the how we got the practical knowledge form the study in that the PGDM course gives us the great opportunity to feel the gap between the corporate knowledge and the study of the class work. That was the great experience in my life duration of the 2 month I feel so short but during this period I find such kind of things base on that I can do such kind of conclusion.
The conclusion base on the different kind of activity which I was done during the summer internship period in that I am done pure marketing activity which are online and offline both out of that I can conclude that the whatever marketing activity done by any kind of the company that depend upon the product of the company. The sales are the part of the marketing activity because the fund generates work done by that activity only.
Marketing is the best part of the any industry without that the sales work little bit more difficult in that brand awareness, brand building activity, promotional activity must be done by the company.
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Chapter 9 `LIMITATION OF STUDY 94
Marketing strategy and its implementation have such kind of limitation because everyone has their own limitations this study also has boundary to do any kind of activity whatever it is online marketing or offline marketing. Such limitations define below:
For marketing activity every industry required the good team which can do everything and qualitative work for company. Industry should be going with the technology otherwise it gets the big loss as like nokia company getting loss in the market. For online marketing required the well experience people otherwise conversion result not getting as you aspect from the team. Every market place can‘t get the same environment so you have to change strategy as per the market environment and grab the best opportunity for the company. Marketing activity some time get the trouble if such kind of rule can‘t be follow and it deal with the outer environment so it is more risky than the other field. Offline marketing required more cost but this is traditional marketing so this must be performing well that depend on the location of the marketing. Offline marketing we can‘t measure directly it works or not.
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Chapter 10 SUGGESTIONS 95
I have not so much experience that I can suggest to the company. It may be like the little kind of the advice that I like to give my experiential knowledge during the summer internship. I hope that this might be like and get the some profitable for the company.
My suggestion for the company as below:
During the summer internship I feel that the company has to know the location for marketing because some time we are feel confuse that where to go for marketing so we got the best leads. If brandveda tie-up with the such kind of computer institute than it might be helpful to brandveda to get the best conversion Product should be more stronger than competitor that brandveda have but some time they can‘t afford and did not satisfy to the students so they required more number of people so that can help to the company progress. Required more syllabuses so more kind of student can be cover and it must be target specific. Brandveda must be fix for the course prize because some time in flyer and the original prize are different so student some time feel confuse.
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Chapter 11 BIBILIOGRAPHY 96
11.1 Article Source
3.1 LG promotes new smartphone with breakthrough ad units created with Studio Layouts
Author: 1) Anindya Ghose
New York University (NYU), Leonard N. Stern School of Business
2) Sha Yang
University of Southern California, Marshall School of Business
May 25, 2009
URL: http://www.google.com/doubleclick/insights/case-studies.html
3.2 HavasDigitaluses DoubleClick data to drive better results for clients
Author: 1) Juan Feng
University of Florida - Warrington College of Business Administration
2) Jinhong Xie
University of Florida - Warrington College of Business Administration
November 200
URL: http://www.google.com/doubleclick/insights/case-studies.html
3.3 MTV Roadies – The most Explosive Youth Brand in the Country
Author: 1) Jianqing Chen
University of Texas at Dallas - Jindal School of Management
2) Jan Stallaert
University of Connecticut - School of Business
August 1, 2010
URL: http://www.indiasocial.in/case-study-mtv-roadies-%E2%80%93-the-most-explosive- youth-brand-in-the-country/ 97
3.4 Evalueserve – Using LinkedIn for lead generation and brand building
Author: 1) Dirk Bergemann
Yale University - Cowles Foundation - Department of Economics
2) Alessandro Bonatti
Massachusetts Institute of Technology (MIT) - Sloan School of Managemen
March 24, 2010
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1577691
Cowles Foundation Discussion Paper No. 1758
3.5 HOW VOLKSWAGEN INDIA PRACTICES SOCIAL MEDIA
Author: Florence Thépot
University College London
June 1, 2013
URL: http://www.indiasocial.in/case-study-evalueserve-%E2%80%93-using-linkedin-for-lead- generation-and-brand-building/
World Competition, Kluwer Law International, (2013) 36 (2)
3.6 HYUNDAI I10: CROWD SOURCED SCRIPT
Author: 1) Sanjeet Singh
Chandigarh University
2) Harbeer Singh
BBSB Engineering College
December 10, 2012
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2187434
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3.7 Adidas cricket
Author: 1) Guillaume Roels
University of California, Los Angeles (UCLA) - Decisions, Operations, and
Technology Management (DOTM) Area
2) Kristin Fridgeirsdottir
November 1, 2009
URL: http://www.indiasocial.in/case-study-adidas-cricket/
3.8 Kingfisher Beer – #KFbeerup
Author: 1) Bellarmine A. Ezumah
Murray State University - College of Business
October 23, 2012
URL: http://www.soravjain.com/kingfisher-beer-kfbeerup-social-media-case-study
3.9 RELIANCE DIGITAL: MISSION HAPPINESS THROUGH SEARCH MARKETING AND SOCIAL MIDEA
Author: 1) John Turner
The Paul Merage School of Business, University of California - Irvine
May 12, 2011
URL: http://www.soravjain.com/listening-on-social-media-snapdeal-com-case-study
3.10 Top 4 Facebook Apps by Brands for Marketing
Author: 1) Isaac M. Dinner
University of North Carolina - Chapel Hill
2) Harald J. Van Heerde
Massey Universi
3) Scott Neslin
Dartmouth College - Tuck School of Business 99
November 6, 2011
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1955653
Tuck School of Business Working Paper No. 2012-103
3.11 WHY HDFC IS NO.1 AMONG INDIAN BANKS FOR SOCIAL MEDIA PRACTICE
Author: 1) Andrew T. Stephen
University of Pittsburgh
2) Jeff Galak
Carnegie Mellon University
April 4, 2012
URL: http://www.digitalvidya.com/blog/why-hdfc-is-no-1-among-indian-banks-for-social-media- practice/
3.13 Why this #Kolaveri di! – Social Media Sensation – Movie Marketing
Author: 1) Ron Berman
University of Pennsylvania - Marketing Department
November 6, 2012
URL: http://www.soravjain.com/why-this-kolaveri-di-social-media-sensation-movie-marketing- case-study
3.14 ZEE TV FEAR FILES: GHOST RIDER
Digital@work: zee TV fear files: Ghost Rider page:142
3.15 Best Short-term campaign: Maruti Suzuki Ritz – Live the moment http://www.indiasocial.in/case-study-maruti-suzuki-ritz-live-the-moment/
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11.2 Useful links
http://www.google.com/doubleclick http://www.indiasocial.in http://www.soravjain.com http://www.digitalvidya.com http://papers.ssrn.com http://www.indiasocial.in Digtal@work: India‘s best digital marketing success stories by asaqs!/ campus www.curiousdigitalmarketing.com