This presentation was made during an internship under Prof. Sameer Mathur, IIM Lucknow. It covers a case study of Twitter from Marketing Management 15 th edition (Authors- Philip Kotler & Kevin Lane Keller)

3. Global
Platform for
Public Self Expression
&
Conversation in real time

4. JACK DORSEY
“THE MAN BEHIND”

5. “I want to make
something so simple, you
don’t even think about it,
you just write”.
-JACK DORSEY

6. What the advent of television and
radio did was to give a small group
of people a new way to reach
masses.
What Twitter did that it captured
and recorded history in real time
with eyewitness accounts, pictures
and thoughts.

7. Trend of “@” and “#”
started from Twitter

9. Twitter as a
medium had a
huge impact on

10. Gave activists a means to:
• Share accurate and uncensored
information
• Connect with like minded people
• Quickly disseminate information
• Organize street operations

11. Today people use to:
• Promote a brand or company
• Raising money for charities
• Breaking News
• Follow Favorite Celebrities
&
TO CHANGE THE WORLD

13. •Product Standardization
•Product Adaptation
•Product Invention
•Global Adaptation
•Global Distribution
•Building Country images
and Consumer Perceptions

14. to
Reach Everyone in
the World

16. Global Impacts since
Inception
• Penetratedpopular cultures
• Removingtraditionalbarriers & classesapart
• Sense of direct connection withfavoritecelebs
• Influencingall other mediums
• Can bring online revolution in case ofpolitics,occurrence of
naturaldisasters&protests

17. Biggest
Competitors

18. How does it differ from other
Social Media
• Usefulness
• Ease of Use
• Performance
• Reliability
• Strength of Brand
• Advertising options to sellers

20. Grow (or Recapture) user base from
other trending social media sites.
Justify Stock Price while building the
business.
Resolve One way Communication

21. THANK
YOU

22. Created by Ramit Khurana, Guru Nanak Dev
University, during a Marketing Internship
under Prof. Sameer Mathur, IIM Lucknow.