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Presented By
C.R.Sooraj
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Digital Technology leader Samsung unveiled
an online marketing for the promotion of its
trendy life style focused NOTE PCs.
VIRAL MARKETING WORKS- it is the key
concept that worked wonders for samsung by
creating cross connections with the online
community.
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OBJECTIVE - To multiply the brand
interaction by creating a cross connection
between the online community .
Portals like MSN , Yahoo , and Rediff were used
in the online promotion.
The participants had simple questions in order
to win the Samsung note PC
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BRAND Samsung
CAMPAIGN Online marketing campaign to
promote X series of note PC
MEDIUM Internet
Target Audience internet users between theage group of 25 45
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CAMPAIGN OBJECTIVE To promote Samsung
note PCs by running the viral marketing
program along with an online contest
CAMPAIGN IDEATION the campaign used the
viral marketing concept for the promotion ofSamsung note PCs by referring the microsite
to three friends , thus creating a mesh of
network
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The online marketing used DHTML banners
across mass portals to unfold the micro site
to the users.
Along with the ads, Rediffs email signaturealso carried Samsung banners to take the
audience through a demo test and contest.
A unique brand gallery was created which
included interactive demos , features andproduct info.
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Total Vistors of demo - 1.42 Lakh
Total number of Friends Referred 76%
Total visitors reffered who came back to play
42% Total interactive 1.25 mn
Media reach 1.87 %
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The engaging creative's generated an appeal
for the life style focused product from
Samsung, with over 50000 users taking part
in the contest and then referring to morefriends.
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Thin and light feature of Samsung note PCs
product was creatively shown as if it is floatingin the air.
section like why Samsung and why thin
and light provided brand information and
product benefit
some of the differentiating features of
product like super bright screen , the finger
print recognizing software , and instant AVS
were communicated interactively.
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As per Ramjith Singh , country product
manager , Note Pc , Samsung India , the
campaigns objective was to launch the new
series of new series of Samsung note PCsand involve users with the product imaginary
features.
Samsung note PC are the thinnest and the
lightest in the category and net is onemedium where they believe they could
present these key advantages interactively
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Introduction - One of the main consequences
of internet was the development of direct
marketing
This allowed the implementation ofrelationship marketing strategies to a large
dimension companies, usually involved with
huge public
Additionally, it allowed improving customersatisfaction, loyalty and, consequently,
increasing sales and brand value
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E branding represents a new major research
field in ecommerce
It is a relatively unexplored area where a
number of important issues remain without
answer
This paper is the outcome of a researchproject that aimed to study the consumer
response to the e brands
The paper attempts to understand whether
virtual branding demands a differentapproach compare to physical branding
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Two research questions were raised
Does a virtual brand need a different approach
than a physical brand?
What is the real impact of the internet on
branding?
One of the cases studied was Boston Coffee
Cake, which refers to a small size coffee cake
manufactory oriented to a niche market with a
high price target.
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Virtual brands approach
The virtual branding approach depends on
the kind of brand as well as its marketing
tools. In fact, a pure on-line brand must havea different communication strategy from a
traditional brand.
Then, it is essential to manage the
communication efforts according to the typeand habits of the target public.
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The study also showed that although the
ecommerce may be not applicable to all
brands, they should have
an on-line presence. That is, the opportunity
costs of being absent from the internet are
likely to negatively affect the brand image.
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The importance of the best e branding
practices relied fundamentally on the type
of brand, product/service and marketing
strategy. These practices seem to constitute
an effective tool in building brand visibility.
However, this does not mean necessarily
brand profitability.
In the future, differences between physicaland virtual brands might be limited to the
level of marketing mix actions and tools
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The Boston Coffee Cake was founded in 1993
in a small village closed to Boston
The product shows a high quality level. In
2002, the brand was judged the best coffeecake in America by the American Tasting
Institute
The cakes are distributed through the
traditional retail and services, and by directmarketing through paper catalogs and
internet
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From 1995 on. the direct marketing was
extended to the on-line catalog
Such decision was determined by thefollowing factors: convenience to the
consumer, reaching more market and
reducing costs.
The e branding strategy can be considered asone of the actions of the whole brand
strategy for building awareness, along with
the paper catalogs and the packages of cakes.
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Boston Coffee Cake does not have own stores,
commercializing its products by a net of
brokers in the traditional retail and services Through the toll free and the internet, the
company contacts directly with the final
consumers
Boston Coffee Cake intends to make, in amedium term, all business partners
transactions electronic. Such might result in
the enlargement of the market segment of the
company and is related with cost reducing.
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This is a case of a low recognition physical
brand, which uses the on-line channel for
building awareness and achieving more market
the Internet has not been used yet as a channel
that allows learning about customers, in a
systematic way. In fact, although the email and
toll free service, there is not a formal and
unique relationship strategy.
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Boston Coffee Cake is a good example of on-
line transferability easiness of a traditional
direct marketing strategy.
However, this brand did not make hard Web
investments. Inclusively, it did not rely on
the usual e branding practices
The application of the framework for analysis
put in evidence that a brand must become
visible whether by viral marketing, off-line
communication or physical assets.
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Furthermore, in what concerns the best ebranding practices, the real importance theyassume relies fundamentally on the type of
brand, product/service and marketing strategy.Indeed, those practices revealed themselves aseffective tools to build brand visibility although such does not mean necessarily brand
profitability. Finally, the media convergence and the
ecommerce represent new capabilities for thetraditional marketing.
In this sense, classical branding must evolve anduse new approaches. Namely, it seems evidentthat all the brands tend to have an on-linepresence.
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The study concluded that in the near future,
with the generalization of the broadband and
the consequent media convergence,
marketers couldnt regard to an e brand as
the opposite of a physical brand.
Rather, brands have to be managed in a
comprehensive way, taking into account all
alternatives based not only on the kind ofproduct/service offered but also on the
desired positioning.
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Thank You