39
Building n the age of

One thing you must get right

Embed Size (px)

Citation preview

Building

in the age of

Power to Consumers

ShiftedPower to customers

Does Social Media

make

COMPANY REPUTATION

WHEN ?

BRAND PROMISECompany delivers

what they promise

Brand Promise is the marketer’s vision

of what the brand must beand do for customers

- KOTLER’s TEXTBOOK

Social Media does not spare a company if it fails to keep its brand promise

Internet fuelled backlashagainst

DELL’s flammable laptops Kryptonite’s easily picked lock

Keeping pace with Social Media

Developments +

Brand Promise

Companies have cottoned on to social media

as tools for engagement

and collaboration

Boost Brand awareness,

trail and ultimately

sales

Brand Awareness Consumer’s ability to

identify the brand under different conditions

- KOTLER’s TEXTBOOK

How

used

VAA uses social media to check that the brand promise

is both understood and relevant

VAA also works to keep all its social media activities true to

and in support of the brand values

VAA has excellent operational

execution-service delivery

VAA websites are accurate and

up to date

Proliferation of travel blogSecure opt-in serviceLaunched a system to arrange taxi sharing

Social media dialogue has enabled VAA to keep

improving its offer

launched

Can Social Media help in building a brand

in INDIA ?

Let us look into some examples

ICICI Bank has been doing an Excellent job with is overall Social Media Strategy!

It is one of the few banks from the Indian financial industry to embrace social media in

such a nice way to connect with its consumers.

ICICI Bank introduced a new feature that will enable one to open

an account within a day without visiting bank by just using tablet

Platform wise strategy

ICICI bank not only listens to customers but also engage them with

appealing updates like interesting world currency facts, helpful updates,

puzzles and quiz, ICICI’s offline activities

Leveraging Facebook page for Customer Service with a special tab that assists the customer

with all the helpful information and customer care numbers. There have been efforts to

drive traffic to its website through engaging Facebook apps.

The fan of the month campaign is a loyalty programme and an engagement tactic

by ICICI bank on Facebook which they have been continuing since 3-4 months

At the core of Maggi’s marketing and branding is ‘Khushiyan’ (Happiness)

If you’re a fan of Maggi, the Meri Maggi Facebook page will get you hooked instantly

What happens if brand couldn’t deliver

its brand promise?

Social Media became a

curse

Keeping pace with Social Media

Developments +

Brand Promise=

Positive Results

Manodhar Allu National Institute of Technology, Jamshedpur.