Role of in building a

BRAND

Rise of social Media

Shift in power

CustomersProduct

SOCIAL MEDIA can make falling,

short instantly painful.

Kryptonite’s easily picked locks

And Dell’s flammable laptops.

Companies that might SUCCEED inthis environment are exploiting

the OPPROTUNITIES.

Marketers must make lively exchanges with the customers

Social Media

Early days…..

Market was PRODUCT centred

Marketing MixFour Ps

-Product -Place-Promotion-Price

Now a days –

CONSUMER Centred

Modern Marketing Management

-People-Processes-Programs-Performance

Consumer SATISFACTION should

be the main focus.

Research on how BRAND and itswider PRODUCT CATEGORY fits

into people’s lives.

Example : Samsung (MultinationalOperating in India)

S-category Core category

Marketers get to know about the Demand of the customers through

SOCIAL MEDIA.

Idea of open

DISCUSSION FORUMS

An EARLY ADAPTER of social networking.

Beinggirl.com : Illuminates

the target consumer’s world.

Indian market has a variety

of SEGMENTS

Geographic Segmentation

Demographic Segmentation

Psychographic Segmentation

Rich Culture

Social media helps in recognising

these SEGMENTS and DEMANDS.

Target Market Aware Open to

trial

Trier (non-

rejecters)

Recent users (in

past 3 months)

Regular users (at-

least once in every 2 weeks)

Most often used

Loyal

The Marketing Funnel

What are target consumers ?

But…..

Indian Conflicts(because of a large crowd for an individual segment).

Marketers must learn how to overcome conflict situation and criticism faced by the company.

Show PATIENCE at these times.

Show CONFIDENCE in product’sperformance.

Set-up a separate

team for analysis on CONSUMER’Sreports.

Have FAITHin yourself

1. They offer and communicate a

clear, relevant

CUSTOMER PROMISE.

2.They BUILD TRUST by delivering

on that promise.

3. They drive the market by

CONTINUALLY IMPROVINGthe promise.

4. They seek further advantage by

INNOVATINS beyond the familiar.

SCANNING every competitive brand’s website and pay attention to the most viewed posts.

Keep the website UP TO DATE

If anything goes WRONG with the

website, inform the customers and connect with them through social sites.

Pay special ATTENTION to

LOYAL CUSTOMERS

Innovative thinking

PARTNERSHIPS with other good

companies.

What if SAMSUNG patch up with a

company that produces best glasses ?

Improvisation on screens of LAPTOPSand ANDROID PHONES.

Brand Promise

Go viral but don’t harm the

BRAND.

Show the world your

BRAND and VALUES.

These slides were created by

Yovan Sethi, as part of an internship done under the guidance of

Prof. Sameer Mathur(www.IIMInternship.com)

Disclaimer