The document discusses 10 case studies related to using digital marketing techniques for various business scenarios: 1) Marketing a new children's toothpaste, 2) Promoting a senior living facility, 3) Choosing between celebrity or influencer endorsements for incense sticks, 4) Marketing higher nutrition biscuits for diabetics, 5) Introducing fruit juice variants for college students, 6) Promoting a business conference, 7) Reaching middle-income customers for affordable furniture, 8) Connecting with customers after reopening a retailer, 9) Engaging students to use online book resources, and 10) Regaining consumer trust after a chocolate quality issue. The case studies cover identifying appropriate digital marketing channels, engagement strategies, and reputation

1. CASE STUDIES (Case lets)
DIGITAL MARKETING

2. 1
• A toothpaste manufacturer has plans to introduce a toothpaste
specifically meant for children in the age group of 1-6 years.
• What are the digital marketing techniques that the manufacturer can
use to market this new product?

3. 2
• A NRI has returned to India and settled down in Bangalore. He plans
to start a senior citizen home on the outskirts of the city. How can he
reach out to his potential customers using digital marketing
techniques?

4. 3
• A manufacturer of incense sticks (agarbatthis) is wondering whether
to use celebrities or influencers for marketing his product. Which
method should he chose – Celebrity Endorsements or Influencer
marketing? Justify the decision that you recommend.

5. 4
• A manufacturer of biscuits plans to enter the space for providing
biscuits having a higher nutritive value specifically targeted at
diabetic patients. Identify the marketing channels that the
manufacturer can choose.

6. 5
• A manufacturer of a popular soft drink plans to introduce different
variants of fruit juices as part of its diversification plans. The target
segment identified are college students in India. Describe the
marketing channels that the soft drink manufacturer can choose and
deploy.

7. 6
• A business school in Mumbai plans to organize a national conference
in August 2020. Discuss the various ways in which they can create
awareness about the conference. Would you recommend the use of
Landing pages for this purpose?

8. 7
• Kamdar furniture, a well-know furniture house, targeted at high net
worth customers plans to diversify into affordable furniture for
middle class. How can they use digital marketing to reach out to their
target audience? Suggest methods by which they can effectively
engage with customers.

9. 8
• A well-known retailer has recently re-opened its showroom near
Richmond Circle after the lockdown. How can the retailer establish a
connect with its customers using online resources? What can the
retailer do to assure customers that their safety is taken care of when
they visit the stores? (especially in view of COVID Pandemic)

10. 9
• Book Boon, a renowned publisher of online books, plans to encourage
readers to use their online resources (e-books). Identify the best method
for effective consumer engagement. Their target segment is students.
• A. YouTube
• B. Instagram
• C. SEM
• D. Blogging
• E. Email marketing
• F. Face Book
• G. Pinterest
• Justify your choice using suitable arguments.

11. 10
• A well known manufacturer of chocolates faced a product integrity
issue following a serious quality complaint. How can it win back the
consumers’ trust using digital marketing tools and techniques? Will
you recommend any ORM tools to help the manufacturer?