Slides were prepared on an HBR article by Patrick Barwise and Seán Meehan

1. Role of in building a
BRAND

2. Rise of social Media

3. Shift in power
CustomersProduct

4. SOCIAL MEDIA can make falling,
short instantly painful.

5. Kryptonite’s easily picked locks
And Dell’s flammable laptops.

7. Companies that might SUCCEED in
this environment are exploiting
the OPPROTUNITIES.

8. Marketers must make lively
exchanges with the customers

10. Social Media

14. Early days…..

15. Market was PRODUCT centred

16. Marketing Mix
Four Ps
-Product
-Place
-Promotion
-Price

17. Now a days –
CONSUMER Centred

18. Modern Marketing Management
-People
-Processes
-Programs
-Performance

19. Consumer SATISFACTION should
be the main focus.

20. Research on how BRAND and its
wider PRODUCT CATEGORY fits
into people’s lives.

21. Example : Samsung (Multinational
Operating in India)

22. S-category Core category

23. Marketers get to know about the
Demand of the customers through
SOCIAL MEDIA.

24. Idea of open
DISCUSSION FORUMS

25. An EARLY ADAPTER of social networking.

26. Beinggirl.com : Illuminates
the target consumer’s world.

27. Indian market has a variety
of SEGMENTS

28. Geographic Segmentation

29. Demographic Segmentation

30. Psychographic Segmentation

31. Rich Culture

33. Social media helps in recognising
these SEGMENTS and DEMANDS.

34. 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

35. What are target
consumers ?

36. But…..

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

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

39. Show PATIENCE at these times.

40. Show CONFIDENCE in product’s
performance.

41. Set-up a separate
team for analysis on CONSUMER’S
reports.

42. Have FAITH
in yourself

44. 1. They offer and communicate a
clear, relevant
CUSTOMER PROMISE.

45. 2.They BUILD TRUST by delivering
on that promise.

46. 3. They drive the market by
CONTINUALLY IMPROVING
the promise.

47. 4. They seek further advantage by
INNOVATINS beyond the familiar.

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

49. Keep the website UP TO DATE

50. If anything goes WRONG with the
website, inform the customers and
connect with them through social sites

51. Pay special ATTENTION to
LOYAL CUSTOMERS

52. Innovative thinking

53. PARTNERSHIPS with other good
companies.

54. What if SAMSUNG patch up with a
company that produces best glasses ?

55. Improvisation on screens of LAPTOP
and ANDROID PHONES.

56. Brand
Promise

57. Go viral but don’t harm the
BRAND.

58. Show the world your
BRAND and VALUES.

59. These slides were created by
Yovan Sethi,
as part of an internship
done under the guidance of
Prof. Sameer Mathur
(www.IIMInternship.com)
Disclaimer