Branding in Digital Age

Group 3Asmita | Fela | Prasanna | Prathiba

PGP30304 | PGP30086 | PGP30330 | PGP30331

Agenda

Learnings from the article

Real-life Indian Market Example

Learning from the article

Traditional Funnel Approach

How consumers were buying thenConsideration Set Evaluation Decide Buy

Buying in Digital Age

How consumers are buying nowConsider Evaluate Buy Enjoy, Advocate, Bond Buy (Loyalty Loop)

What has changed?

The number of “Touch Points” between the Brand and the Consumer has “increased” New Touch points are

increasingly Digital in nature

What has changed?

Earlier communication was One-way Funnel ModelCommunication in Digital Age is Two Way – CDJ

https://www.youtube.com/watch?v=RJJMa46Q574

What does this call for?

Resource allocation based on Touch Point and CDJ

Currently 70-90% of Marketing budget is spent in Consider and Buy stage

Consumers are most influenced during evaluate and enjoy-advocate-bond stages

Examples in Indian Market

Asian Paints Digital Branding

Digital Assets owned by

Asian Paints

Digital Asset to CDJ Stag Mapping

Digital Asset CDJ StageRetail Website with

several web applications Through all the stages

Mobile App Evaluate and Enjoy-Advocate-Bond

Social Networking Pages (Facebook & Twitter) Enjoy-Advocate-Bond

YouTube Channel Evaluate and Enjoy-Advocate-Bond

Blog Evaluate and Enjoy-Advocate-Bond

THE WEBSITE

THE GAMETie up with Sony

Computer Entertainment in

Europe to create the game Ra One for

PlayStation Platform

• Spent ~INR 15 crores on social media marketing

• Own official website with exclusive contents and updates of film

• Collaboration with YouTube, Google’s G+ social network

• Tie ups with social networking sites like Go Jiyo, Twitter, Facebook

social media

Creating ‘Privileged Users’

The official Ra.One page also contains an embedded playlist and a link to the

merchandise store

GAMEOVER