bm section b_group_11
TRANSCRIPT
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Branding in the Digital Age
Presented by: Group 11
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Many Brands
Fewer Brands
Final Choice
BuyFunnel Metaphor
is an old concept
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Bad Product Description
Good Product Description
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NEW ROLES IN MARKETING
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Orchestrator
Marketplace intelligence leader
Publisher and “Content supply chain” manager
“Collect and use customer information to understand consumer decision analysis”
“CMO responsible for owned-media channels”
“Managers are generating ever-escalating amount of content on a global scale:
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Applying Branding in Digital Age in Indian Context
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Flipkart.com provides the
compare feature to the customers
to quicken the evaluation
stage
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Used the Like and Share feature to
promote positive reviews about their products
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Foodpanda brings attractive discount deals frequently to increase repeat purchases
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Customer service with call back and live chat facilities to instantly help customers and enhance customer experience
during and after purchase
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WHAT Google DID ?
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Primary source: Secondary Sources:
Consumer Panel Google Consumer Survey Online Reviews
Consumer Panel Google Consumer Survey Nielson Reports
MRI Survey of the American ConsumerReport from CMI eMarketerComScoreGoogle Consumer Survey
Consumer Intent Model Search Landscape Google Trends via Search TeamGoogle suggestions via Search Team
Consumer PanleMRI/ Emarketer
Mobile PanelsIndustyr Studies
Strategy Mintel Euromoniter Sysomos, CIM non-branded output clients
Think/Feel
DO
Influencers
Search terms
Environment
Brands
MAPPPING DATA SOURCES FOR THE JOURNEY
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WHAT DOVE DID ?
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“Real Beauty Campaign”
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Earned media is scaling to create 100’s of million of interactions
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WHAT Louis Vuitton DID ?
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SOLELY FOCUS ON Social media
INCREASED SHARES AND LIKES
GIVEAWAYS
ONLINE COMPETITIONS
INTERACTIVE VIDEOS ON WEBSITE
LANGUAGE REGULATION FOR DIFFERENT COUNTRIES
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How LV gained
BROUGHT USERS CLOSER TO THE BRAND ALONG
WITH EACH OTHER
ENCOURAGED COMMENTING
AND SHARING BY CONSUMERS
CREATED LONG LASTING
RELATIONSHIP
MOST ACTIVE SOCIAL BRAND
SELLING MORE PRODUCTS
HOMOGENEOUS PRODUCT
INFORMATION
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WHAT nestle DID ?
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IT ALL STARTS WITH THE MOM
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UNDERSTANDING MOTHER’S JOURNEY
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NEED TO FOCUS ON MOM, AND NOT JUST WEBSITES
• DESCRIPTION OF THE BABY’S EVOLUTION ON THE WEBSITE• MOBILE APPLICATIONS• FOCUS ON KEY WORDS ON THE WEBSITE• UNDERSTANDING THE BEHAVIOUR OF THE CONSUMER IS KEY
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OTHERUNVENTIONAL MARKETING
TECHNIQUES
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Street marketing Examples• IKEA – Dressing up Streets of New York
• Coca-Cola –Happiness Machine
• Trident Chewing Gum – Free lift to anywhere
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Examples
• Panasonic Lumix DMC-ZX1 (Optical zoom)• Placed 9-foot tall pigeon and oversized and unusual sculptures• Throughout London.
To create buzz around it’s new camera
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OTHERUNVENTIONAL MARKETING
TECHNIQUES
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Street marketing Examples• IKEA – Dressing up Streets of New York
• Coca-Cola –Happiness Machine
• Trident Chewing Gum – Free lift to anywhere
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Examples
• Panasonic Lumix DMC-ZX1 (Optical zoom)• Placed 9-foot tall pigeon and oversized and unusual sculptures• Throughout London.
To create buzz around it’s new camera
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