Managing Product and

Brand in the Digital Era

Dr. Naveen Pol

Assistant Professor
 Colors and Brand Association

Intelligence, Trust, or Emotional Nature or

Affection or Royal or Spiritual
Coolness Refreshment
Aggression

Fun, Passion, or Feminine or Non Neutral or lack of

Very Luxurious energy
Immature Muscular
• 11 Cr Views
• Earworm (easy to hum)
• Three part formula (Question/Answer)
• Rap - Highlight the melody of the song
• Amitabh / Tiger S / Priyanka / Madhuri

740 Cr TO, 75 % Market share 191 million users on Youtube

 Brand Management and Digital marketing
Digital marketing, also called online marketing, is the promotion of brands to
connect with potential customers using the internet and other forms of digital
communication. It is marketing which uses electronic devices to convey
promotional messaging and measure its impact.

In practice, digital marketing typically refers to marketing campaigns that

appear on a computer, phone, tablet, or other device. This includes not only
email, social media, and web-based advertising, but also text and multimedia
messages as a marketing channel.
 Americans Online
• 75% of Americans go online on a daily basis. Not only that, but 43% go on
more than once a day and 26% are online “almost constantly.”

• Even higher among mobile internet users. 89% of Americans go online at

least daily, and 31% are online almost constantly. (85% Mobile Penetration)

India is the second largest online and mobile

phone market (39% Mobile Penetration) in
the world followed by China. (Indians will
start using mobile for 5hrs every day by 2025)
 Digital Penetration

World Data (In Cr) Indian Context (In Cr)

Percent Percent
Attributes Dec-20 Jul-21 Attributes Dec-20 Jul-21
Growth Growth

Total Population 780 790 1.3% Total Population 137.0 139.4 1.8%

Internet Users 445 466 4.7% Internet Users 69.0 76.0 10.1%

Active Social Media Active Social Media

396 448 13.1% 37.0 53.0 43.2%
Users Users

Unique Mobile Users 478 527 10.3% Unique Mobile Users 45.0 55.0 22.2%

Active Mobile Social Active Mobile Social

298 417 39.9% 37.0 48.0 29.7%
Users Users
https://www.statista.com/statistics/792074/india-internet-penetration-rate/
 Users on Social Media
• Facebook had an advertising reach of around 260 million users across
India. This was the largest audience base reached via advertising in the
country.

• Instagram and LinkedIn with a reach of 80 million and 62 million

users respectively.

• So long as social media platforms continue to facilitate a wider

audience reach, advertisers will lean towards them for higher return on
investments.
 Digital Market Size in India

• In 2020, India's digital media market was valued at 235 billion Indian rupees (23.5
thousand Cr)with estimates projecting it to reach over 424 billion rupees by 2025.
Overall, the digital media industry in the country was poised for a strong growth in
the stated time frame.

• The digital advertising industry across India had a market size of around 199
billion Indian rupees in the financial year 2020, up from just 47 billion Indian
rupees in financial year 2015. This is projected to go up to around 539 billion
rupees by financial year 2024, indicating a big growth in the industry segment.
Now Philippines are
using 10 Hrs Per Day
 Recent Illustration on Text Analysis

• Using more keywords while making a draft..

• For instance, Dabur, an FMCG company, has 5000 pages on their

website while its competitor Himalaya has only 1300 pages. As a

result, our data shows that Dabur is twice as likely to show up on

Google compared to Himalaya.

 Industry Wise Spending

• FMCG sector in year 2020, constitutes to 36 percent of overall digital

marketing expenditure.

• E-commerce sector contributes to 24 percent of total digital ad expenditure

in 2020.

• FMCD sector followed with a 17 percent share of the total digital ad spends.
https://www.indiatoday.in/trending-news/story/kerala-jewellery-brand-s-viral-ad-features-the-journey-of-a-transperson-internet-loves-it-1791620-2021-04-16

https://www.thehindu.com/society/ascent-of-a-woman-on-bhima-jewellerys-latest-film/article34327322.ece
https://fraazo.com/
There are many important developments with branding in this digital era

• It has been projected that online channels will be almost 50 percent larger
than T V advertising

• 97% of consumers turn to a search engine like Google when they are
buying a product

• 96% of consumers search for product information from their mobile device

• 95% of millennia's expect brands to have a Facebook presence

• 89% of consumers do online research prior to purchasing in store

Revenue from Digital Advertising
 Avenues to brand through digital
marketing
• Search engine optimization

• Content marketing

• Social media marketing

• Pay-per-click marketing

• Affiliate marketing

• Native advertising

• Marketing automation (Byjus, Licious)

• Email marketing
Native advertising
• Ads appearing on
Company websites
with valid content.
They are not display
ads

• It is banned in some of
the countries. As user
confuses it as a news.
Fiddle with trust factor.

https://www.ndtv.com/
 • Changes in the consumer decision journey

• Sharp increase in buying via online retail channels

Key Digital Era Trends • Shift in advertising and promotion expenditures toward
with Implications for
digital channels
Branding and Brand
Management
• The rise of many-to-many communications

• Dramatic increase in consumer touchpoints

• Tremendous increase in data availability

• The use of digital personalization

• The role of user experiences

• The growth of brands as cultural symbols

 Expanded Consumer
Decision Journey
• Felt a need or want for it
• Knows about it
• Considers it Transparency, Time, India – Worlds
Highest Stamp Duty, Bribe… Abhilash Narahari
Cannot Buy,
• Learns about it but Live in
• Apartments.
Likes it
Need to buy or
• Is willing to pay for it Buy a property
sell without
with 100%
• Chooses to try it hassle in 15
assistance.
days.
• Consumes it Sanjeev Get designed
Bikhchandani Amit Kumar
• Is satisfied with it Agarwal by Zeassetz.

• Is loyal Co-living, good https://

rent. www.instagram.c
• Buyer of it om/reel/
DC9J9zBqPrM/
• Is engaged with it https://www.instagram.com/
ivyhomes_in/reel/DDrl-
Rahul Yadav (born 1989) is an Indian entrepreneur, known as the co-founder and former CEO of real
estate search portal Housing.com. For his work at Housing.com, Yadav made the Forbes India list of
"30 Under 30" young entrepreneurs. Called "bad boy of Indian startups", he is often compared with
Steve Jobs for his product skills and brash behaviour with investors and media. Citing "I’m just 26
and it’s too early in life to get serious about money" for an interview in Financial Express, he
distributed all of his personal equity in Housing.com, worth around 200 crore rupees, to its 2,251
employees.

Yadav announced his latest venture, Intelligent Interfaces which would assist companies and
organisations in automating processes. The company is backed by Sachin Bansal and Binny Bansal,
co-founders of the Indian e-commerce giant Flipkart.

Yadav was born to middle-class parents from Khairtal, Rajasthan. He enrolled at Indian Institute of
Technology Bombay in 2007, specialising in metallurgy. He served as the representative and secretary
for the university's student association. After first building Exambaba.com, an online question bank of
old exam papers that IIT Bombay asked Yadav to close, Rahul dropped out of college in his final year.
In the process of building Exambaba.com, he had learned programming, which enabled him to
subsequently design a series of Google applications. In 2012, he along with eleven other classmates
co-founded Housing.com, after they had a difficult time finding accommodation in Mumbai.

Housing.co.in was founded in 2012, and was later renamed Housing.com. Yadav says that he started
up Housing.com in response to a severe housing shortage in India. By mid-2015, under Yadav's
leadership, Housing.com had three offices in Powai, a suburb of Mumbai. Having successfully
solicited major investors to back the site, Yadav retained only a five per cent share in the business
which later made it possible for investors to oust him.
 Word of Mouth Strategic Applications

• Brand Community
• Blog
• Twitter
• Buzz Agent (Free products / Ford)

• Stimulating Word of Mouth

• Indian Gaming Industry is
Rs 32 K Crore.
• Going Viral: • Will be Rs 78K Crore by
• Viral Advertising 2029
• Advergames (Video Games)

https://www.instagram.com/rxownersclub/?hl=en https://builtin.com/articles/gaming-companies-in-india
 Xiaomi
• 2015 – 3 percent market share
• 2021 – 26 percent market share
⁃ 52 percent change after 2 Years
⁃ 27 percent change after 1 year
⁃ Gap (Apple and Samsung)
⁃ Indian consumers needed extra in the category of around 10K
⁃ Cost of distribution is high
⁃ Karbonn and Micromax struggle to innovate (4G – Jio)

• Launched fewer products

• Online only –Flash Sales
• Promote features through social media (WOM)
 Ford – Paid Media to Unpaid Media
• 2009 – Ford gave 100 free cars to Youtubers
(ask them to make videos)
• Social Media was in its infancy stage (TV,
Radio, Hoardings etc)

• 6.2 million views on Youtube

• 750000 views on flickr
• 40 million tweets

• 6000 Advance Booking Most Successful

• 50000 Sales in a year Campaign till
• 97 percent were first time ford buyers (5:1) 2011
 Pizza Hut’s - successful digital marketing campaign

• One successful digital media campaign was by Pizza Hut, which created an app that
allowed customers to create their own pizza by dragging their chosen toppings onto a
graphical pizza base.

• The iPhone would then determine which of the chain's thousands of locations the
customer happened to be nearest. The company advertised the new app online, in print,
and on television - even winning a placement in Apple's own iPhone commercial.

• Within two weeks, the Pizza Hut app was downloaded 100,000 times and within three
months iPhone users ordered $1m worth of pizza. The app now has millions of users
across the iPhone, iPad, and Android platforms
 How Dominos Turned around its Market share

• 2000 – Collated reviews (Made it public)

• Till 2010 – Changed its Menu, Ingredients, Made videos

of satisfying customers..

• 2014 – First to launch (Zero Click ordering)

• 2015 – Half of its orders came from online

• 2016 – made delivery using Drone and Self driving cars

Focuses on user- Creates a universe of Created a live
generated content content around their scavenger hunt with
products, including clues hidden in their
movies commercials

Uses data from their loyalty cards to send

segmented emails
Uses social media to
celebrate champions and
support underdogs
 DailyDunks is a hashtag
used by Oreo India for its
content marketing

Started in 2012
> 1200 Brands
> 1 Lakh Products
TO 3800 Cr, 40% YOY Growth Social Media Influencers
Now has > 100 physical stores Instagram story- 70- 80k
Instagram reel- 1- 2lac
> 1 Cr App Downloads Instagram static- 80- 90k
Raised Rs 5350 Cr, IPO Instagram carousel- 1- 2lac

Most successful campaign…

“Your Beauty, Our Passion”.

https:// https://www.instagram.com/sejsejlija/reel/C-stAlAIxo4/
https://www.youtube.com/watch?v=vWw7LVWwTiY Janhvi Kapoor ~ Joined as BA
www.marketingmonk.so/p/
https://www.youtube.com/watch?v=_czumQ1Uij4 nykaa-s-omnichannel- https://www.socialsamosa.com/2013/07/content-marketing-oreo-indias-way/
 Triple Bottom Line
Sustainability Affects Value Creation

https://www.youtube.com/watch?v=i4z3dJqE7L8