BM Sec B_article 3_group 12
•Download as PPTX, PDF•
0 likes•217 views
The one thing you must get right while building a brand
Recommended
Recommended
More Related Content
What's hot
What's hot (12)
Viewers also liked
Viewers also liked (10)
Similar to BM Sec B_article 3_group 12
Similar to BM Sec B_article 3_group 12 (20)
More from Sameer Mathur
More from Sameer Mathur (20)
Recently uploaded
Recently uploaded (20)
BM Sec B_article 3_group 12
- 4. Social Media
- 6. The social media usage has grown at a faster pace Average Indian user spends 2 hours on social media
- 11. Customer promise Source: HBR article (4 qualities of a great brand) Innovation Trust Continual Improvement
- 14. Favorable Thank you Mom campaign: https://www.youtube.com/watch?v=7RR-r2n5DLw
- 17. 9650% 23700% 32500% Source: http://www.marketingmagazine.co.uk/article/1349940/adidas-sees-biggest-rise- negative-sentiment-fifa-scandal-mcdonalds-smallest -ve sentiments rise, FIFA 2015
- 19. Don’t throw out your playbook Use social media primarily for insight Strive to go viral, but protect the brand Engage but follow the social rules Source: HBR article
- 22. Pampers miracle campaign https://www.youtube.com/watch?v=SZjdV7SFsDI
- 24. Traditional v/s Social media P&G and its social media campaigns Social media and customer based brand equity Benefits of social media Dark side of social media Building a great brand: Learning from P&G
- 25. Neha Dhobale: pgp30254@iiml.ac.in Susmita Kraleti: pgp30142@iiml.ac.in Tanvi Taneja: pgp30398@iiml.ac.in Timsi Gupta: pgp30401@iiml.ac.in
Editor's Notes
- Dstevenwhite.com http://socialmediacases.blogspot.in/2013/07/social-network-users-statistics-india.html
- Youth demographics (age group 18 to 29) are the major users of Social Media Facebook is the most widely used social networking platform US companies spend 58% of digital media advertising expenditure on mobile advertising
- Customer participation in product development Brand awareness driving sales Unmediated customer insights
- Early adopter of social media 30% marketing budget on digital marketing How P&G leveraged SMM to build its brand equity?
- Old spice campaign https://www.youtube.com/watch?v=YAdTaxuDLaY In 2010 it decided to switch to social media campaigns inspired by the success of its previous campaigns such as “Old Spice Guy” on YouTube It is spending a third of its marketing expenditure on digital media
- Inserted itself into real time conversation with campaign that celebrates moms as unsung heroes of athletes competing Inserted itself into real time conversation with campaign that celebrates moms as unsung heroes of athletes competing P&G’s Olympics hashtags had the highest percentage of positive sentiment, at 24 percent of mentions, compared to the other Olympics sponsors. https://www.youtube.com/watch?v=Y5lsZkJiUmM https://www.youtube.com/watch?v=5QDAldhlkGA https://www.youtube.com/watch?v=7RR-r2n5DLw https://www.youtube.com/watch?v=LkrAKpimxYQ
- https://www.youtube.com/watch?v=PhHLAHqrGvk
- 2010- Pampers introduced Dry Max Community joined by 7000 members but still 2% of the total child population under 2 years of age Gained national coverage
- Don’t get confused because of the many options available on SMM Communicate brand promise Reinforcing that Pantene stands for beautiful and long
- Teenage girls can post questions about health, hygiene, emotional problems etc. Brand listening rather than talking
- Continued to lead with 45% market share Launched ‘Miracle’ campaign
- P&G has global social media policy in place for its employees