Harvard Business Review Article

1. Branding in the Digital Age
Presented by: Group 11

2. Many Brands
Fewer
Brands
Final
Choice
BuyFunnel Metaphor
is an old concept

6. Bad Product
Description
Good Product
Description

7. NEW ROLES IN MARKETING

8. 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:
1
2
3

9. Applying Branding in Digital Age in Indian Context

10. Flipkart.com
provides the
compare feature
to the customers
to quicken the
evaluation
stage

11. Used the Like and
Share feature to
promote positive
reviews about
their products

12. Foodpanda brings
attractive
discount deals
frequently to
increase
repeat
purchases

13. Customer service with call back and live chat facilities to instantly
help customers and
enhance customer experience
during and after purchase

14. WHAT Google DID ?

15. Primary source: Secondary Sources:
Consumer Panel Google Consumer Survey Online Reviews
Consumer Panel Google Consumer Survey Nielson Reports
MRI Survey of the American Consumer
Report from CMI eMarketer
ComScore
Google Consumer Survey
Consumer Intent Model Search Landscape
Google Trends via Search TeamGoogle
suggestions via Search Team
Consumer Panle
MRI/ Emarketer
Mobile Panels
Industyr Studies
Strategy
Mintel Euromoniter Sysomos, CIM non-
branded output clients
Think/Feel
DO
Influencers
Search terms
Environment
Brands
MAPPPING DATA SOURCES FOR THE JOURNEY

16. WHAT DOVE DID ?

18. “Real Beauty Campaign”

20. Earned media is
scaling to create
100’s of million
of interactions

21. WHAT Louis Vuitton DID ?

23. SOLELY FOCUS ON Social media
INCREASED
SHARES
AND LIKES
GIVEAWAYS
ONLINE
COMPETITIONS
INTERACTIVE
VIDEOS ON
WEBSITE
LANGUAGE
REGULATION
FOR DIFFERENT
COUNTRIES

24. 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

25. WHAT nestle DID ?

26. IT ALL STARTS WITH THE
MOM

27. UNDERSTANDING MOTHER’S JOURNEY

29. 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

30. OTHER
UNVENTIONAL MARKETING
TECHNIQUES

31. Street marketing Examples
• IKEA – Dressing up Streets of New York
• Coca-Cola –Happiness Machine
• Trident Chewing Gum – Free lift to anywhere

32. 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

33. OTHER
UNVENTIONAL MARKETING
TECHNIQUES

34. Street marketing Examples
• IKEA – Dressing up Streets of New York
• Coca-Cola –Happiness Machine
• Trident Chewing Gum – Free lift to anywhere

35. 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