Bm section b_group_11
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This document discusses branding in the digital age and provides examples of how various brands have adapted their marketing strategies. It outlines new roles in marketing, such as the Chief Marketing Officer being responsible for owned media channels. Examples are given of how Flipkart, Foodpanda, Dove, Louis Vuitton, and Nestle have utilized digital platforms and social media. Unconventional marketing techniques like street marketing and unique installations are also covered.
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Bm section b_group_11
- 1. Branding in the Digital Age Presented by: Group 11
- 2. Many Brands Fewer Brands Final Choice BuyFunnel Metaphor is an old concept
- 7. NEW ROLES IN MARKETING
- 8. Orchestrator Marketplace intelligence leader Publisher and “Content supply chain” manager “Collect and use customer information to understand consumer decision analysis” “CMO responsible for owned-media channels” “Managers are generating ever-escalating amount of content on a global scale: 1 2 3
- 9. Applying Branding in Digital Age in Indian Context
- 10. Flipkart.com provides the compare feature to the customers to quicken the evaluation stage
- 11. Used the Like and Share feature to promote positive reviews about their products
- 12. Foodpanda brings attractive discount deals frequently to increase repeat purchases
- 13. Customer service with call back and live chat facilities to instantly help customers and enhance customer experience during and after purchase
- 14. WHAT Google DID ?
- 15. Primary source: Secondary Sources: Consumer Panel Google Consumer Survey Online Reviews Consumer Panel Google Consumer Survey Nielson Reports MRI Survey of the American Consumer Report from CMI eMarketer ComScore Google Consumer Survey Consumer Intent Model Search Landscape Google Trends via Search TeamGoogle suggestions via Search Team Consumer Panle MRI/ Emarketer Mobile Panels Industyr Studies Strategy Mintel Euromoniter Sysomos, CIM non- branded output clients Think/Feel DO Influencers Search terms Environment Brands MAPPPING DATA SOURCES FOR THE JOURNEY
- 16. WHAT DOVE DID ?
- 20. Earned media is scaling to create 100’s of million of interactions
- 21. WHAT Louis Vuitton DID ?
- 23. SOLELY FOCUS ON Social media INCREASED SHARES AND LIKES GIVEAWAYS ONLINE COMPETITIONS INTERACTIVE VIDEOS ON WEBSITE LANGUAGE REGULATION FOR DIFFERENT COUNTRIES
- 24. How LV gained BROUGHT USERS CLOSER TO THE BRAND ALONG WITH EACH OTHER ENCOURAGED COMMENTING AND SHARING BY CONSUMERS CREATED LONG LASTING RELATIONSHIP MOST ACTIVE SOCIAL BRAND SELLING MORE PRODUCTS HOMOGENEOUS PRODUCT INFORMATION
- 25. WHAT nestle DID ?
- 26. IT ALL STARTS WITH THE MOM
- 29. NEED TO FOCUS ON MOM, AND NOT JUST WEBSITES • DESCRIPTION OF THE BABY’S EVOLUTION ON THE WEBSITE • MOBILE APPLICATIONS • FOCUS ON KEY WORDS ON THE WEBSITE • UNDERSTANDING THE BEHAVIOUR OF THE CONSUMER IS KEY
- 31. Street marketing Examples • IKEA – Dressing up Streets of New York • Coca-Cola –Happiness Machine • Trident Chewing Gum – Free lift to anywhere
- 32. Examples • Panasonic Lumix DMC-ZX1 (Optical zoom) • Placed 9-foot tall pigeon and oversized and unusual sculptures • Throughout London. To create buzz around it’s new camera
- 34. Street marketing Examples • IKEA – Dressing up Streets of New York • Coca-Cola –Happiness Machine • Trident Chewing Gum – Free lift to anywhere
- 35. Examples • Panasonic Lumix DMC-ZX1 (Optical zoom) • Placed 9-foot tall pigeon and oversized and unusual sculptures • Throughout London. To create buzz around it’s new camera