Brand management Group 8 Section B

The One Thing You Must Get Right When Building a

Brand

Group 8 : Ankit Tomar | Jairaj T | Jitendra Bharti | Nikitha TJ | Sowmya G

Traditional Marketing activities

Has social media led to the end of conventional marketing?

Why Social Media?

Early Adopters of Social-Media

Coca-Cola Uses social media to reach youngsters in Australia

https://www.youtube.com/watch?v=2X8Bd3-G6IU

Enhance the Playbook

Brand

Understand Brand?

Customers expect innovation, fun, honesty, value & a caring attitude

Mainly about operational execution

Perfect service delivery

Real time updates

Rapid Response links

Using social media for providing information during a crisis

Websites having in-depth detail

Continuous Improvement

Gather insights to drive continual improvements

Some comments

Innovation beyond the Familiar

EXAMPLE: Virgin Atlantic Airlines

Ex: Scans websites and correct wrong information

VJAM: “Social networking meets travel-magic happens”

Launched a system to share taxi

Communication about crisis using Facebook and Twitter

1. Indian Example

• Online budget around 35 crore

• As on 2015,16million likes 4.6 million followers

2. Indian Example

75 million Youtube views

6.5 million shares

Topped the Indian trends

Within a week of video release:

3. Indian Example

• As on 2015,

1.4 million followers 1.29 million subscribers

Dark Side of Social Media

7000 parents joined angry Rosana Shah Facebook page

How did P&G resolve this?

Confidence in it’s product performance

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

Exploit the opportunities presented by Social Media while keeping an unwavering eye on the brand promise

RECAP

http://timesofindia.indiatimes.com/news/Election-2014-is-all-about-social-media/articleshow/33835014.cmshttps://www.youtube.com/watch?v=2X8Bd3-G6IUhttp://lighthouseinsights.in/brand-wins-and-fails-of-2014.html/http://lighthouseinsights.in/21-best-digital-marketing-campaigns-q2-2015.html/http://lighthouseinsights.in/21-best-social-media-campaigns-quarter-1-2015.html/Google Images

References