This document outlines a marketing strategy for Sunsilk hair care products. It involves 4 major tasks: Notice, Involve, Act, and Share. To accomplish these, the strategy proposes increasing brand awareness through various media like TV, print, outdoor, and digital advertising. Specific tactics include product placements in movies and shows for attention, experiential marketing like road shows, and blogs/videos to generate conversations. The goal is to position Sunsilk as an expert in hair care that can provide solutions for all hair types and problems. Frequency and reach will be maximized through continuous exposure across different media forms over a 2 month period.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Diptyque Paris - Social Marketing Case StudyAffinitive
Case study detailing Affinitive’s work for Diptyque Paris, the legendary French perfumer and maker of luxury scented candles, home fragrances and a body care collection.
CASE STUDY - 'MAGNUM ICE CREAM' by Sharad Dhuliya, J Prateek Kundu and Mukul ...Sharad Dhuliya
The presentation will take you through case study with the prospective of Digital Marketing and visual psychie related to the visual advertisments by the brand.
This presentation of case study was made by the above stated group members as a part of assignment submission at Bridge School of Management, Gurgaon.
The examples and visuals quoted here are taken from various sources of internet and not produced by self.
This is for educational purpose only and shall not be published with authority before taking permissions from various sources used in the presentation.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Diptyque Paris - Social Marketing Case StudyAffinitive
Case study detailing Affinitive’s work for Diptyque Paris, the legendary French perfumer and maker of luxury scented candles, home fragrances and a body care collection.
CASE STUDY - 'MAGNUM ICE CREAM' by Sharad Dhuliya, J Prateek Kundu and Mukul ...Sharad Dhuliya
The presentation will take you through case study with the prospective of Digital Marketing and visual psychie related to the visual advertisments by the brand.
This presentation of case study was made by the above stated group members as a part of assignment submission at Bridge School of Management, Gurgaon.
The examples and visuals quoted here are taken from various sources of internet and not produced by self.
This is for educational purpose only and shall not be published with authority before taking permissions from various sources used in the presentation.
What is Media Planning? Single presentation to answer all your questions!Gautam Verma
An overview of Media Buying.. Presentation will give you a deep understanding of GRPs, nGRPs, TRPs, campaign reach, advertising frequency. What a media planned needs know!
Digital Marketing Strategy for Education CoursesPramod Sharma
Digital Marketing Strategy for Education Courses will guide you, how to prepare a Complete Digital Strategy for Marketing your courses in India.
A guide on understanding the Online Demand for your courses, Reaching out to your target audience (Students & Parents) using the Digital Journey of the user & few tools of the trade.
For a detailed & custom strategy for your courses, Feel free to connect with us on pramod@phonethics.in
http://www.niccotan.com/2011/04/advertising-fundamentals.html
De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.
Building brands in the social media agePete Durant
A new marketing planning and strategic framework and best practice content strategy that'll build brands for now, for tomorrow, brands that'll last. Learn how to tell a modern story with this framework.
Activating the Consumer Journey for Brand Media StrategiesRori DuBoff
Consumer Journey Evolution and opportunities for brand marketers to apply 6A strategies across Owned, Shared, Earned and Paid Media:
Anticipation, Attraction, Appeal, Activation, Appreciation and Amplification
Digital Communication Strategy for Insurance CompaniesElvan Salman
Social media is seen as risky for a long time, but not anymore. Here I am sharing a safe way for insurance companies to launch their. digital media channels.
The presentation is my account on one of the biggest, most devastating wars of all time.
All the facts are verified to my best knowledge, and any discrepancy which might have crept in the exact timeline of events is regretted.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
4. MAJOR TASKS
NOTICE
Increase noticeability of the brand and communicating core
value. Maximise reach & frequency, through many effective
consumer touch points.
INVOLVE
Involvement over multiple media channels and at a higher
frequency. Engaging content and campaigns to drive consumer
participation and empathy.
ACT
Drive product/brand experience, and develop avenues for
dialogue and feedback
SHARE
Generate WOM by encouraging consumers to share their
experiences.
5. SUB-TASKS Arriving
at the them.
Parameters Score
How well known is the brand (among target audience consumers)? 9
How "top of mind" is the brand? 7
To what extent are consumers aware of the current brand positioning? 6
Is the brand currently considered "a brand for me" - a brand that consumers can relate to or have
shared values with?
7
Is there a clear advantage over the competition that will be evident with usage/ product experience? 6
To what extent are consumers likely to talk with each other about the category? 6
When they do occur, how influential are recommendations from other consumers on category
purchase behaviour?
8
To what extent are brands in the category seen by consumers as clearly differentiated from one
another?
7
How high involvement vs. low involvement are category purchase decisions? 8
6. SUB-TASKS Arriving
at the them.
Parameters Score
When are brand choices in the category typically made? Are they thought out far in advance, or
made quickly at the point of purchase?
7
How important is it for consumers to experience the product first-hand in order to fully understand
its appeal?
7
Have our brand's communications become boring, homogenous, or predictable to consumers? 6
Is there factual information to convey about the product (or product performance) that can
significantly impact consumer perception and influence purchase behaviour?
8
Is there a specific, non-purchase consumer action that can significantly enhance consumer
perception of the brand and influence purchase behaviour?
8
Is it important (to the brand) to provide a community forum that brings consumers together and
fuels their passion for the brand?
9
7. SUB-TASKSNOTICE
Build awareness around the core proposition of Sunsilk
Remind the audience through increased frequency and reach
Surprise the audience through new and innovative content and campaigns
THINK
Convey a detailed message- the core proposition and its relevance to the
consumer
Keep the message engaging and clear
Educate consumer about hair-types & expert care
FEEL
Build trust
Make the brand more relatable
Generate excitement
ACT
Drive product/brand experience through trials
Induce purchases
SHARE
Create WOM
8. MEDIA MIX |TV
Product Placement
/Sponsorship in Youthful
Movies and shows
Why :
ATTENTION
Aspirational Connect:
Curiosity about the
experience the brand can
offer
Mass Reach
Convey Benefits
High Brand Recall
9. OOH
OOH: In Metro stations/crowded
places
Why:
Good visibility
High recall
Reach the masses
Fixed cost
Scope for innovation
10. ON GROUND ACTIVATION
Experiential Connect via
Road Shows /Kiosks
Why
Adrenalin: Inspires most of
the youth and specially our
TG
Raises Interest
First Hand Experience:
Through demonstrations
Drive Engagement
Drive Purchase intent and
Loyalty
12. STRATEGIC MEDIA PRIORITIES
COMPETITION
COMMUNICATION
CATEGORY PENETRATION
CATEGORY GROWTH
BRAND LOYALTY/ DIFFERENTIATION
BRAND AWARENESS
MARKETING OBJECTIVE BUILD AWARENESS BUILD CUSTOMERS GROW MARKET SHARE
HIGH MEDIUM LOW
COMPLEX SIMPLE
HIGH MEDIUM LOW
HIGH MEDIUM LOW
HIGH MEDIUM LOW
HIGH MEDIUM LOW
14. SCHEDULING PATTERN
RECENCY
Maximize reach at 1+ on a weekly basis
Same weights every week
Concentrate on all forms of media
Maintain constant exposure
GRP
WEEK 1 2 3 4
15. Media Media Forms
Media
Channels
Scheduling Duration Location
Broadcast:
TV
Sponsorship
TV shows:
Shows
targeting Sec A
B women
New & Repeat
Episodes
2 month
period
Pan India
Print:
Cinema
Sponsorships
Partner with
upcoming
Movies which
are Youth
centric
Pre Release-
Post release
2 interviews in
a month
Product
placements
Geo-
Targeting
towards tier 2
cities to get
non users
Digital
FB/Twitter and
You tube
Expert advice
shows,
Hair blogs
Paid Search on
Google and FB
campaign to
share stories of
experience
2 months Pan India
MEDIA STRATEGY
17. ON GROUND ACTIVATION
HAIR ANALYSIS AND SOLUTIONS
Activation outside office
complexes and
colleges, offering hair
examination and
personalized Sunsilk
hair care advice
18. EXPERT HAIR ADVICE
CROWD SOURCED QUESTIONS
Solutions to all your
hair problems.
That too, straight
from our experts
19. PRODUCT PLACEMENT & SPONSORSHIP
BAND BAAJA BRIDE | NDTV GOOD TIMES
Expert Hair Care
for all your
special occasions.
20. BRAND ASSOCIATION
TANU WEDS MANU: SEASON 2
Expert Hair Care for all
types of hair.
Long or Short.
Curly or Straight.
21. Behind the Scenes, Event Coverage Celebrity Guest in Band Baaja Bride
Kangana Ranaut | Hairstyle TipsCo Branding TV Spot
