flopp framework: case solution submitted by team whatever from iift
DESCRIPTION
FLOPP Framework: Case Solution submitted by Nitika Gupta and Vrinda Khetarpal from IIFT The Case study: About Crux Foods: Crux Foods Limited, is a multi-million dollar FNB conglomerate with a massive variety of products, their premium brands are Delite Snacks (Potato Chips), Fresshh (carbonated cola drink), Chocbite (nuts chocolate) and Minti ( a mint candy ), Crux is perfectly poised in the Indian market, where all their premium brands are enjoying more than 40% market share, One day, a twitter user posts a picture of a packet of Delite chips in which almost every single chip is rotten, the problem comes into the notice of Crux’s marketing team when a popular newspaper posts the picture along with the tweet, as that single tweet has achieved more than 200 retweets in just one single day! Crux team couldn’t do much about the incident as they responded pretty late thereby causing damage, and a big blot has been cast upon Delite’s brand image. Following this incident, Delite’s next quarter sales report showed a decline of 20%, which sent shivers down Crux’s spine! Taking a serious lesson from this incident, Crux decides to setup a digital team whose only job is to track every single conversation happening on the web about the company and its brands. Shikha, who is heading the digital team, has been assigned to come up with a reporting framework for Online Reputation Management of Crux Foods. The top management of Crux Foods, wants Shikha and her team to measure and track the brand’s online activities and to find out how their offline initiatives impact their online presence. Brief description for ORM Framework - Daily ORM reports will contain conversations from social platforms like FB, twitter etc. and other review sites. - ORM reports need to be in excel format indicating the sentiment of the conversation (positive, negative, neutral) - The top priority of the report should be to reflect any negative conversation which Crux’s brands receive everyday. - The framework should be able to successfully measure their online efforts - The framework should also have a provision to assess the competition’s online efforts - The framework should cater to all the four premium brands of Crux Foods Ltd. The Assignment: The digital team at Crux Foods Ltd., wants to develop a robust framework which can cater to the needs of brand teams of tracking all the negative conversations happening around the brand and how their competitors are doing on the same front.TRANSCRIPT
Casia’2013 Case Study
Submitted By:
Nitika GuptaVrinda KhetarpalTeam Whatever, IIFTMBA 2013-15
FUTURE LEVERAGING OPPORTUNITIES
( FLOPP )FRAMEWORK
ORM Framework
• Identify the target audience on the basis of age, gender, occupation
• Social Media reach – Percentage of target audience who visit the website/ comment on social sites related to the brand
• Media penetration according to geographical areas
• Online presence of the brands – To know about the accounts and domains where the brand is registered
• Social Media traffic during different times of the day to plan the ORM accordingly
Research Undertaken
KPIs and Benchmarks for FLOPP framework
KPIs Benchmarks
Sales To gain more than 40% market share
Online mentions More than its competitors
Number of negative sentiments Remove them completely
Effective Reach Equal to the target audience
Degree of conversational exchange Maximum engagement of customers
Content amplification (likes on Facebook, shares on Google+, retweets on twitter etc.)
More than the previous record
5
4
3
2
1
Ranking Ruler
Decre
asin
g
ran
kFLOPP framework provides daily ranking for the brand in the segment (taken weighted avg. from different social media platform ranks)
54
321
Twitter Rank for the brand
5
4
3
2
1
Facebook Rank for the brand
54321
LinkedIn rank for the brands
Framework provides analytics to compare the brand with its competitors on different social media forums
* Ranking Ruler give ranks based on the number of positive online mentions on Social media with 1 having the highest positive mentions
FL
OP
P F
ram
ewo
rk
Delite Snacks
X Snacks
Y Snacks
Fresh carbonated drink
M drink N drink brand
Price
Taste
Nutrition
Quality
Packaging
0%
100%
0%
100%
0%
100%
0%
100%
0%
100%
Positive Mentions (%)Negative Mentions (%)
Snack Segment Overview
Carbonated Drinks Segment Overview
Can be zoomed in to see the actual complaints and appreciations which can be further segmented based on demographics, hence better handling of crisis after recognizing the problem areas
Female Population views
MalePopulation views
Fac
tors
to
co
mp
are
OR
M
effo
rts
Negative Mentions
Product Problems
Product taste deficiencies
Fake or duplicate versions
Unhealthy or low on nutrition
Price Issues
Distribution Issues
Overpriced
Value for money low
Not sold on MRP
Variations in price with region
Unavailability in specific regions or in specific retail formats ; unavailability of all varieties in a single shop
Sales & Marketing Issues
Inappropriate conduct of salesmanMarketing communications such as advertisemnts hurting the sentiments of specific group of people
Appearance of product including packaging problems
FLOPP framework can categorize the complaints providing service provider areas to improve on
Cat
ego
riza
tio
n o
f co
mp
lain
ts
for
FL
OP
P f
ram
ewo
rk
Register on appropriate domains and social networking sites for authenticity
Address the issue/problem
Own up to the mistakes
Be more transparent
Provide remittances/goodies/ compliments as compensation
Show that you genuinely care
Manual for online crisis management
Thank You