Bm sec b_article 3_group 12

The One Thing you must get right while building a

brand

Submitted by-Neha Dhobale (PGP30254)Susmita Kraleti (PGP30142)Tanvi Taneja (PGP30398)Timsi Gupta (PGP30401)

Guided by-Prof. Sameer MathurPh.D. Carnegie Mellon UniversityMarketing Prof., IIM Lucknow

BRAND MANAGEMENT

What do you think can increase your sales?

Source: http://crae-tive.com/2011/03/09/feed-me-from-traditional-media-to-social-media-to-mobile-media-how-advertisers-get-us-quicker-than-swift/

Rethink: Traditional media on a steep decline

Social Media

Future of marketing

Why Social media for Marketing?

Rise of Social Media

The social media usage has grown at a faster pace

Average Indian user spends 2 hours on social media

Current Potential

The reason why brands are focusing on Social Media

Marketing

Product centric

Customer centric

What makes Social Media Marketing

different from others?

Customer participatio

nUnmediated customer

insights

Brand awareness

Source: HBR article

What makes it a great brand?Customer promise

Source: HBR article (4 qualities of a great brand)

Innovation

Trust

Continual Improvement

Old Spice Response Campaign: Brand awareness

Twitter 2700%

Facebook interaction

800%

oldspice.com 300%

Sales107%

Role of social media in building

Customer-based brand equity

Strong

Unique

Favorable

Source: Class learnings

P&G Creating Brand Image Favorable

Thank you Mom campaign: https://www.youtube.com/watch?v=7RR-r2n5DLw

Successful Campaigns

https://www.youtube.com/watch?v=PhHLAHqrGvkWatch:

Dark side of social media

How social media can destroy your brand

9650% 23700%

32500%

Source: http://www.marketingmagazine.co.uk/article/1349940/adidas-sees-biggest-rise-negative-sentiment-fifa-scandal-mcdonalds-smallest

-ve sentiments rise, FIFA 2015

Backlash faced by P&G

Building a great brand: Learning from P&G

example

Don’t throw out your playbook

Use social media

primarily for insight

Strive to go viral, but

protect the brand

Engage but follow the social rules

Source: HBR article

Don’t throw out your play book: Pantene

Social media for insights: Beinggirl.com

Source: beinggirl.com

Protect the brand: Crisis management

Pampers miracle campaign https://www.youtube.com/watch?v=SZjdV7SFsDI

Social media rules: Policy in place

Source: https://www.marketingtechblog.com/21-rules-social-media-strategies/

SummaryTraditional v/s Social media

P&G and its social media campaigns

Social media and customer based brand equity

Benefits of social media

Dark side of social media

Building a great brand: Learning from P&G

Neha Dhobale: [email protected] Kraleti: [email protected]

Tanvi Taneja: [email protected] Gupta: [email protected]