1. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
Product and Brand Management (PBM)
PGCBM-27
ASSIGNMENT-2
GROUP No.:38
Name SID Center
SK AKRAM 115123 XLRI, Jamshedpur
PURENDU PATHAK 115133 XLRI, Jamshedpur
RAGHU VENKATESHWERA RAO 115149 XLRI, Jamshedpur
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2. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
Introduction:
During the last decade, the business world has experienced and reached to a new
horizon of technology advancements. The consumers have started experiencing a
substantial change in their life styles due to;
• Internet
• Mobile technology
Blackshaw and Nazzaro stated that “a variety of new sources of online information that
are:
• Created
• Initiated
• Circulated
• Used by consumer intent on educating each other about the
• Product
• Brands
• Services
• Personalities &
• Issues
In today scenario’s, the social media are consciously growing and being created as
on the most important vehicle for creating word of mouth publicity. It can be in the form of:
• Consumer to consumer email
• Discussion forum
• Newsgroup
• Blogs &
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3. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
• Social networking sites
The social media relies on the actively participating users who contribute to the
entire campaign by their involvements. The key to the success of this media are user
participation, user loyalty, user motivation, and the interaction between people.
What is Social Media?
There are many definitions of social media but, and its core, social media uses internet –
based technologies that facilities that creation and exchange of users-generated content.
The Social media mainly includes,
• The social networking,
• Email marketing,
• Blogs,
• Multimedia sharing , &
• Viral marketing affiliated marketing.
Most popular social media at the time of publication are:
• Facebook
• You tube
• qq.com
• Twitter
The low cost of social media marketing as well as the amount of users and user
information available has contributed in making social media marketing being success.
The numbers associated with social media are truly staggering. In November 2010,
nearly one in four year page views in the U.S. took place on Facebook. One forecast
projected that by 2014, roughly two-third of U.S. Internet users will ne regular visitors
to social media networks.
Ref.: Pearson by Kelvin Lane Keller Fourth Edition.
Social Media Benefits:
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4. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
• Social media extremely targeted
• Increase business targeted
• Reduces marketing expenses
• Lead generation
• Its allow brands to establish a public voice and presence on the web.
• It helps to promote for the brand
Problem:
It has become very necessary to study how the effective strategy be applied
to social media that it efficiently manage to builds a brand and reap benefits of
customer preference.
Real Life Case Study of Social Media:
Smart Utsav 2015:
SAMSUNG is doing is doing brand promoting through Social Media “ FACEBOOK” in
Diwali festival and given a chance to customer to by a SAMSUNG mobile with offer price
with gift voucher.
Offer Description:
Samsung Smart Utsav Offer is Live Between 1st
Oct to 15th
Nov 2015. Get Huge
Discount On Samsung Products this Festive Season. Samsung Diwali offer is here. Therefore,
This Diwali Shop More With Discounted Price.
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5. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
FACEBOOK:
In this generation, every friend is using the social media site from where they will get more
benefit while doing their own work and grab the opportunity. Therefore, FACEBOOK has
taken advantage of this Smart Utsav of SAMSUNG brand and created a web page for
FACEBOOK users.
FIFA 2013: App launched on September 25 2012
EA and creative agency collective social site created a FIFA 13 Video game Facebook
app for user-generated contents and rhythm excitement.
EA working with social agency in first analyzation behavior on it Facebook page to
work out sort activity like:
• Most impression
• More Interactions
• More Sharing
It found that user-generated content performed, as people love showing off their
FIFA skills and generating score through FIFA goal
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6. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
EA therefore created the FIFA “Goals of the Week” app, which encouraged users to
upload their excellent goals on a weekly basis with EA’s community.
WEETABIX:
Weetabix
has promotes
their brand
through twitter as
@weetabix
story progress.
They want
consumer
to engage
with tier brand with
good feel while going office with weetbix packet biscuit as a light breakfast.
They had uploaded the six-second video for user on twitter the “Go Breakfast
Biscuit”.
CONFUSED.COM
In this year, Confused.com ran a camp through Twitter that responded to user query
with their personalized video, which they are confused with that.
After user queries, Confused.com was replying their answer as per their queries in
twitter block which make them happy and clear in their personality what they are.
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7. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
Summary:
The integration of social media with customer relationship management strategies
may become an important role element for organizations that want to optimize the power
of social interactions to get closer to customer as well highlighted in the social media page.
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