Digital Marketing

The next level of Marketing 4.0

Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta

 Case discussion CD
Essential Readings:
Pre-Read PR

Problem based learning PBL 1. Bhatia, P. S. (2019). Fundamentals of Digital Marketing :

2nd Edition. Pearson India Educational Services Pvt. Ltd
(Henceforth referred to as (FDM)
Quiz Q

Role play RP

Poll P Reference Readings:

Elevator Pitch (60 sec) EP

1. Digital Marketing: An Integrated Approach (2019). StarEdu
Industry interactions II (Henceforth referred to as DM)
2. Maity, M. (2017). Internet Marketing. Oxford University
Press
Short project SP 3. Gupta S. (2018). Digital Marketing. McGraw Hill Education
(India) Private Limited.
4. Dodson, I (2017). The art of Digital Marketing. Wiley
Final project FP
Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
 Q CD
Let’s refresh the previous session:

Student 1: 5 A’s of digital marketing?

Student 2: Passive & active Influence?

Student 3: Keller’s CBBE Brand Equity Model

Student 4: Audi : Customer journey & 5 A’s

Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta

 Brand building on the digital platform PBL

Keller’s CBBE Brand Equity Model:

Source: Marketing 4.0 - Moving from traditional to digital

Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
 Brand building on the digital platform PBL

Source:
Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
 Power of Customer Connectivity & Advocacy PBL
in the New Customer Journey

Aware Appeal Ask Act Advocate

Behavior • Past Experience • Process the • Research for • Decide to buy, • Beyond loyalty &
• Advocacy messages & more info. from purchase repurchase -
• Marketing register in F&F, media or process advocacy
Communications STM/LTM the brand

• Learn from others • Become • Call friends for • Buy online or in • Recommend the
Touchpoints • Recall Ads attracted to advise store brand to others
• Past experience brands • Search, Reviews • First time user • Continue using it
• Make a • Compare price • Experience / Repurchase
consideration • Try out at store service
set

• I know • I Like • I’m Convinced • I’m Buying • I recommend

Impression

Source: Marketing 4.0 - Moving from traditional to digital

Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
 Brand building on the digital platform V PBL

Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta

Digital Marketing Strategy Development: Part A
 Walk-through: Session 3

ASCOR : Digital Marketing Framework

Assessment Phase : External analysis

Assessment Phase : Internal analysis

Problem Based Learning (PBL): Digital Payment Industry in India

Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta

ASCOR : Digital Marketing Framework (DMF)
ASCOR : DMF: Assessment Phase

External:
• Macro-Micro environment
• Market situation analysis

Internal Analysis:
• Offering Mix
• Marketing Mix
• Resources Mix
• Competencies Mix
ASCOR : DMF: Assessment Phase: External

External Analysis:
Macro-Micro environment

• Macro (PEST)
• Political
• Economic
• Socio-cultural
• Technological
• Micro
• Suppliers
• Partners
• Intermediaries
• Customers
ASCOR : DMF: Assessment Phase: External

External Analysis:
Market situation analysis

• Industry analysis
• Market segment
• Opportunity

• Competition analysis
• Category
• Brand audit
ASCOR : DMF: Assessment Phase: Internal

Internal Analysis:
• Offering Mix: D-SWOT

• Marketing Mix: 8P’s & STP

• Resources Mix: VRIN

• Competencies Mix: Capabilities

ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
1 - Offering Mix:

Internal Analysis:
1 - Offering Mix: D-SWOT

Include only those traditional elements,

actually are a strength in online space.
ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
2 - Marketing Mix: 8P’s

1. Product

2. Price Internal Analysis:

2 - Marketing Mix:
3. Place
Include only those
4. Promotion traditional elements,
actually are a strength in
online space.
5. People
• 8P’s
6. Process
• STP
7. Programs

8. Performance
ASCOR : DMF: Assessment Phase: Internal

Internal Analysis:
2 - Marketing Mix: STP

1. Segmentation
• Demographic Internal Analysis:
• Psychographic 2 - Marketing Mix:
• Behavioural
Link between the overall
2. Targeting market & how the
• Selection of specific segment/s company chooses to
• Focused POD & targeting strategy compete in the market.

3. Positioning • 8P’s
• TA’s perception of the products key
benefit’s & features, wrt competition • STP
ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
3 - Resources

1. Input-driven resources: materials, energy, natural resources

2. Economic resources: land, capital, infrastructure Internal Analysis:

3 - Resources
3. Human resources: employees, contractors, third parties A source of supply from
which benefit is derived or
4. Technology resources: information, communication, storage systems produced.

5. Intellectual resources: brand capital, intellectual property patents &

trademarks

6. Partner/intermediary resources: resources which can be leveraged with

the support of strong partners, specific associations/alliances, and tie-
ups with key intermediary firms
ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
4 - Core Competencies Analysis

Competitive advantage Vs Core competence.

CA: Occurs when an Org. acquires or develops an attribute/s that allows it to Internal Analysis:
outperform its competition. 4 - Competencies

Resources:
CC: A bundle of skills that enable an Org. to provide particular benefits to Stock of available factors,
customers. It’s not a product or service by itself. (A portfolio of competencies, owned or controlled by the
shared between multiple SBU’s of the Org.) org.

3 tests to identify ‘Core Competencies of a Org’ Capabilities:

Org’s capacity to deploy
resources.
1. Relevance

2. Difficulty in imitation

3. Breadth of application
ASCOR : Problem Based Learning PBL: Digital Payments

Digital Payment Industry in India.

Indiaʼs Digital Payments Journey: PBL Task:

You are the ‘Digital Marketing Executive at Pine
An Overview Of This Decade, 2020 And Beyond Labs https://www.pinelabs.com
a leading merchant platform & POS Payment
Solutions at (Physical) Merchant Store Industry
The last ten years for the payments industry in India have been vibrant,
(not the mobile payment apps).
disruptive and innovative. We have witnessed a phase where the
government, regulator, banks, service providers and even consumers Key Objective:
encouraged and adopted digital payments at a pace never seen before. To assess the latest trends across a specific
The transformative journey of banks and other players offering traditional market or industry for single or multiple product
services in brick and mortar-like retailers to embracing a mobile-first categories by researching global as well as
approach has been spectacular. The usage of cards, UPI and digital Indian websites and reports.
wallets, as well as other payment channels, has skyrocketed and the External:
overall acceptance infrastructure is on the rise…. • Macro-Micro Analysis: (R: 1- 10)
• Market Situation Analysis: (R:11- 20)

Internal Analysis:
Location: MSTeams/Files/ClassNotes/DM-Session3 • Offering Mix: (R: 21 - 30)
PR File Name:
Session 3-DM-PBL-India s Digital Payments Journey-
• Marketing Mix: (R: 31- 40)
• Resources Mix
An Overview Of This Decade 2020 And Beyond.PDF
• Competencies Mix
Annexure
Source: Lovemarks. Kevin Roberts
 Consumer decision process (CDP)

Passive influence thro. Active influence thro.

Consumer does not have control & is unsolicited Actively seeking information while evaluation

1. Higher potential for profiling 1. Social communities

1. Developing consumer personas 1. Expert information

1. Gather unsolicited feedback 1. Product customisation

2. Real-time peer/ expert influence 2. Data driven promotions

3. Use online data to target offline customers

Source: Marketing 4.0 - Moving from traditional to digital

 Prof. Krishanu Datta
Digital Marketing
MS Teams: [email protected]

________

Krishanu Datta
CEO & Ideas Partner at Communifix Communication Pvt. Ltd.
Brand Strategy I Creative I Digital Marketing I Content I Films & Videos