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TRANSCRIPT
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]