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HumanKart Services Pvt. Ltd. RNS Institute of Technology and Management Studies 2012-14 1 Internship Report “A study on branding strategies via social media for a startup company BY Rachana Mohan Patil 1RX12MBA46 Submitted to VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Under the guidance of INTERNAL GUIDE EXTERNAL GUIDE IG Srikanth Rahuul Raj Bhafna Assistant professor Executive Director Department of MBA RNS Institute of Technology and Management Studies 47, Uttarahalli Main Rd, Channasandra, RR Nagar, Bangalore, Karnataka 560098 Batch: 2012-2014

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Page 1: A study on branding strategies via social media for a statup company

HumanKart Services Pvt. Ltd.

RNS Institute of Technology and Management Studies 2012-14 1

Internship Report

“A study on branding strategies via social media for a startup company “

BY

Rachana Mohan Patil

1RX12MBA46

Submitted to

VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM

In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

IG Srikanth Rahuul Raj Bhafna

Assistant professor Executive Director

Department of MBA

RNS Institute of Technology and Management Studies

47, Uttarahalli Main Rd, Channasandra, RR Nagar, Bangalore, Karnataka 560098

Batch: 2012-2014

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DECLARATION

I, Rachana Mohan Patil , hereby declare that the Internship report entitled “A study on

branding strategies via social media for a startup company” prepared by me under the

guidance of Mr. I.G.Srikanth , faculty of M.B.A Department, R.N.S Institute of Technology

and external assistance by Rahuul Raj Bhafnaa Executive Director Humankart Services Pvt Ltd .

I also declare that this Internship work is towards the partial fulfillment of the university

regulations for the award of degree of Master of Business Administration by Visvesvaraya

Technological University, Belgaum.

I have undergone a summer project for a period of twelve weeks. I further declare that this

project is based on the original study undertaken by me and has not been submitted for the award

of any degree/diploma from any other University/Institution.

Place: Bangalore Rachana Mohan Patil

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ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany successful completion of my project would be

incomplete without the mention of those people who made it possible

I consider it my privilege to express through the pages of this report, a few words of gratitude

and respect to all those distinguished personalities who guided and inspired me in the completion

of this project.

At the outset, I would like to express my deep sense of gratitude and sincere thanks to

Prof. I.G.Srikanth internal guide, R.N.S Institute of Technology for providing an opportunity

to discover the corporate world, from close perspective.

I express my deep gratitude to all my mentors who has supported me for completion of this

project.

I express my deep gratitude to our beloved Director Dr. H.N SHIVASHANKAR, our respected

Principal Dr. M.K VENKATESHA, and our HOD Dr .U. BHOJANNA, RNS Institute of

Technology for giving me an opportunity to do this project.

I thank HumanKart Services Pvt Ltd Bangalore, and team of people for giving for me an

opportunity to conduct the study in their esteemed organization.

Place: Bangalore

Date:

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TO WHOM IT MAY CONCERN

This is to certify that Ms. Rachana Mohan Patil, 1RX12MBA46

pursuing her Master of Business Administration (Marketing)

IV semester at Visvesvarya Technological University, Belgaum

has completed the internship at HumanKart Services Pvt Ltd company

from 15 April, 2014 to 20 June,2014.

We found her sincere, hardworking, technically sound and result oriented. She worked well as

part of a team during her tenure.

We take this opportunity to thank her and wish her all the best for her future.

Signature

Rahuul Raj Bafna

Executive director

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TABLE OF CONTENTS

Sl No Contents Pg No.

Chapter-1

1 Introduction

1.1 Introduction about the internship 01

1.2 Topic chosen for the study 01

1.3 Need 02

1.4 Objective 03

1.5 Scope 04

1.6 Methodology 05

1.7 Review Of Literature 06

1.8 Limitation 07

Chapter-2

2.1 Industry Profile 08

2.2 Company Profile 11

Background of the company

Vision & Mission

Quality policy

Product profile

Area of operation

Ownership pattern

Infrastructure facilities

Competitors Information

Future growth & prospectus

2.3 Mckensy’s 7’s frame work 14

2.4 SWOT Analysis 18

2.5 Analysis of financial statement

2.6 Learning experience 20

Chapter-3

3.1 Theoretical background 22

Chapter-4

4.1 Analysis and interpretation 31

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Chapter-5

5.1 Findings,Conclusions and Summary 37-40

5.2 Bibliography

5.3 Annexure

List of Tables

SL NO Content Pg no

4.1 Table showing social media users 30

4.2

Table showing brand followers 31

List of Graph

SL No Content Pg No

4.1 Graph showing social media users 30-33

4.2 Graph showing post reach 34-36

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EXECUTIVE SUMMARY

HumanKart.com is an e-commerce start-up company positioning itself to become the market

leader in offering online Human Care services .

The company offers a business-to-business, business-to-customer solution to online customers.

HumanKart cater to time-starved people who are trying to squeeze 36 hours into a 24-hour day.

The company utilizes a dedicated CRM approach in handling all enquires that allows online

merchants to instantly save bad sales, restore customer satisfaction and stimulate repeat sales,

while offering consumers a convenient, centralized online location to purchase services.

By creating a new service category and utilizing the first-mover advantage, HumanKart.com

positions itself for rapid growth and gains a strong opportunity to raise entry barriers for possible

competition.

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CHAPTER 1

1.1 Introduction

Social Media Marketing

21st Century: Advertising through Internet, better known as Social Media Marketing

Social Media Marketing and e-commerce industry in India became more vibrant with the entry

of Web Technologies as well as the emergence of eco system for StartUp companies by

NASSCOM 10K StartUp and Microsoft Accelerator Programs,4Startups –NSRCEL IIMB.

Many of the Indian StartUp companies challenge the foreign companies by upgrading their

products/service portfolio to the international standards. Under the scenario, present study

focuses on the branding strategies for Startup company to make strong business presence online.

The study used survey based method to collect the information regarding the Social Media used

to communicate their brand to B2B and B2C customers . Primary data was collected through

personal interviews with the assistance of a well-framed questionnaire. A detailed analysis of the

data was done. From the information collected, various aspects of the Social Media Leverage

were identified where the company needs to focus for improvisation. Similarly, different aspects

of the customer search behaviour were studied . The results from the study could be very useful

for the startup companies to select suitable social media for customer engagement and brand

communication.

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1.2 Topic chosen for study

“A study on effectiveness of social media for communication of brand using AIDA model”

1.3 Need of the study

Now a day‟ leveraging social media market has became quite severe with multiple social

networking site, across platform (smartphones, laptops, Tablets ) and brands. Surviving the cut

throat competition requires implementing new strategies which can counter the actions of the

competitors.

As the competition became multi dimensional like on page likes, reviews, across platform and

advertising and sales promotion etc it‟s very important to be informed about the customer

engagement on various social media sites towards all these aspects.

Growing customer expectation creates a situation where the search behaviour of customer have

to understand such expectation and adjust the social media accordingly. So there is a need to

understand customer engagement on various social media platforms for B2b and B2C

respectively.

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1.4 Objectives of conducting this study

To identify most preferred social media platform for customer engagement.

To know the effectiveness of social media.

To know the the day and time when users are active on social media.

To find the branding communication strategies, promotion, advertisements on Social

media sites.

To understand the integrated marketing communications concept and how AIDA model

help in promotion.

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1.5 Scope of the study

The scope of the study has been limited to social media marketing on social networking sites

Facebook, Twitter, LinkedIn, Google+. The study has been confined to Bangalore region as this

area has greater internet penetration and plenty of Social Network Sites users.The platforms are

confined to Smartphones, Laptop and PC users.

This research would give necessary details to the brands for decision making on selecting social

networking sites for B2B and B2C and then initiate appropriate changes to make it the best brand

in India.

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1.6 Methodology Adopted

1. The study is based on descriptive research design. A questionnaire has been designed, to

know the point of view of respondent regarding the social networking site they are engaged

in and follow the brand .

2. First part of the questionnaire contains information regarding demographics and usage

pattern of social media of the respondent.

3. Second part has series of close-ended indirect questions which are based on impact of social

media in searching for the services and expectation from such media.

4. The survey was conducted online through social networking sites and responses social

networkers were collected.

5. The instrument (questionnaire) was put over Google docs and the link was sent to users to

fill the instrument through various social networking sites like Facebook, Twitter, LinkedIn

.

6. The respondents and other people on different social networking sites were also requested to

post the link from their profile.

7. Facebook Analytics tool was used to trace the effectiveness of Post Reach and engagement

of people with the post.

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1.7 Literature Review

While current literature has sufficiently profiled word-of-mouth (WOM) marketing, customer

relationship management, brand communities, search engine optimization, viral marketing,

guerilla marketing, events-based marketing, and social media each on an isolated, individual

basis, there is no comprehensive model that effectively incorporates all of these elements. The

first purpose of this paper is to therefore profile the current literature landscape surrounding

WOM marketing, alternative marketing communications, and social media as viable components

of integrated marketing communications. Additionally, this paper aims to develop an integrated

alternative marketing communication conceptual model that can be applied by industrial

practitioners to help them achieve their marketing objectives.

(Social media in a an alternative marketing communication model)

Internet is the emerging information technology with the credibility of immediacy and fastness,

thus, it brings globalization in every aspects of communication. Communication through internet

is more specified, with effective interactive strategy among its users. In recent days, internet

advertising has taken new forms which have more advantages over the traditional mediums like

print media, television and radio. Marketing communication is becoming precise, personal,

interesting, interactive and social. Different strategies of communication are followed in various

social networking sites like Face book, Twitter and Orkut.

(Analysis of social networking sites: A study on effective communication strategy in developing

brand communication, 2011)

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Indian search journal publishes contributions that offer insights and prospective extending

knowledge and understanding of interdisciplinary research in the area of marketing management

human resource management and financial services.

(international journal of marketing financial services and management research, 2012)

An advertisement would be effective only if the media audience accepts that message and is

motivated to take the requisite action. AIDA is an acronym that is used by marketers and

advertisers to develop a marketing communication strategy and explains a four stage process for

the sale to happen. The article talks about how AIDA can aid in creating a purchase if properly

implemented through Social Media as an advertising media.

Limitations of the study

Due to time constraints , sample size was small

Survey was conducted only in Bangalore

o So, generalization of survey was constraint.

o The Social Media choose for study if Facebook for B2C services

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CHAPTER 2

2.1 Industry profile

Branding industry overview

21 st Century: Advertising through Internet, better known as social media marketing

HOW IS THE WEB TRANSFORMING THE INDUSTRY

Web Technologies Influencing the Industry New problems being solved Advantages for

customers

Traditional Mass Media Advertising New communications environment: evolving network of

new media EVOLUTION High capacity Interactive Multimedia. The fundamental differences

between online and traditional advertising result from a combination of internet technologies and

the nature of the web.

WEB TECHNOLOGIES:

-Search engines:

A tool designed to search for information on the World Wide Web

-Banner ads:

A form of advertising on the World Wide Web that is intended to attract traffic to a website by

linking to the website of the advertiser

-Buying online ad space:

Advertising networks sell space to advertisers

Adopting the cost-per-click approach to pricing

Adopting the use of auctions to allocate the advertising spots on the page showing results of the

search.

-Web-based vehicles:

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Web versions of business directories similar to the yellow pages ; web versions of newspaper

classified ads ; web versions of direct mail and telephone marketing

-IndividualIP (Internet protocol):

Address which typically identifies the location of the individual

-Data bases:

It is possible for online entities to gather data on what people have done online

-New opportunities for touching customers

-Enriching products and services with information

-Squeezing out costs through process automation: Companies can reach a wide audience for a

small fraction of traditional advertising budgets

-Redesigning internal business process through enhanced communication and knowledge sharing

-Reduces Time and money spent

Global product promotion; reach new markets world wide

Vital Web presence

-Gives a competitive advantages

-Removes Location and availability restrictions

-Heightens customer service

-Streamlining the ordering process by taking orders online

-Companies can reach a wide audience for a small fraction of traditional advertising budgets.

Companies can reach a wide audience for a small fraction of traditional advertising budget.

Various methods: pay per impression, pay per click, pay per play or pay per action

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Digital and Social Media Industry in India

Recent Years – 2011 V/s 2012 2010-2011 2012

Internet user had gone up from 10 Cr. To 13.7 Cr. (37%).

Social went up from 3.8 Cr. To 6 Cr. (57%)

20 Cr Indian on web in 2014, Will grow to 33 Cr. By 2015. 3rd largest base worldwide as of

Today.

IN 2014 – 13.7 Cr. Indian on Internet are Urban & 6.8 Cr. Are from Rural.

75% Indian on Internet are under 35 years of age!

Mobile has key role in internet penetration in india

Internet – Desktop V/S Mobile users India In India, Mobile Internet users are more then desktop

internet user.

11Cr. out of 20 Cr. Indian use internet on Mobile phone. 26% Indians are accessing Social

Media from Mobile.

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Company Profile

BACKGROUND AND INCEPTION OF THE COMPANY

Experience HUMAN CARE SOLUTIONS - HumanKart aims to cater to time-starved people

who are trying to squeeze 36 hours into a 24-hour day.

It works to take care of clients‟ basic needs, with Trust – HumanKart Team, it works as

an extended family to fulfil the family needs.

Humankart brings to the right set of Quality Professionals to cater to the daily needs of

domestic, personalized, professional - care and service requirements.

Event Management,Yoga Instructor,photography,transportation services.

HumanKart Team

Executive Director Rahuul Raj Bhfanaa Co-Founder at HumanKart Studied at B. M.

Sreenivasaiah College of Engineering .Human Kart is built by a group of young passionate,

innovative, relentless professionals who are constantly striving to bring a wholesome human

service experience to the customer, at their doorsteps. The team having experienced the global

service standards intends to change the face of the service industry in terms of FOR quality, ON

time & FOR customer experience. Our services and human care solutions save your time and

efforts.

Vision:

Create easy access to quality Human Resource Services to cater to every individuals need – on

time & every time.

Mission:

To leverage human resource and become one stop solution and cater to daily needs of individuals

and family.

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Quality Policy:

To achieve and retain leadership, HumanKart Services Ltd shall aim for complete

customer satisfaction, by combining its human and technological resources, to provide

superior quality humancare services.

In the process, HumanKart Services Ltd Ltd will strive to exceed Customer's

expectations. Quality Objectives As per the Quality Policy, HumanKart Services Ltd:

We emphasize on:

Client Commitment

Strive for Profitability

Excellence

Up-to- date Technology

Innovation

NATURE OF THE BUSINESS AND PRODUCT PROFILE

HumanKart Service Ltd is a service company. The company offers a complete range of

humancare premium solutions. Whether the client come in to the company‟s conventionally

located officers and trade in a dedicated ambience or issue instructions over the phone, our

highly trained team and sophisticated CRM ensure smooth transactions and prompt service.

AREA OF OPERATION

LOCATION TYPE ADDRESS

Head Office HumanKart Services Ltd

22nd

floor,World Trade Center,

Rajajinagar

Bangalore

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OWENRSHIP PATTERN

Executive Director

Executive Director Rahuul Raj Bhfanaa Co-Founder at HumanKart Studied at B. M.

Sreenivasaiah College of Engineering .Human Kart is built by a group of young passionate,

innovative, relentless professionals who are constantly striving to bring a wholesome human

service experience to the customer, at their doorsteps.

INFRASTRUCTURAL FACILITY

HumanKart Service Ltd is providing good infrastructural facilities which are required for

perform their work in a better way. During the year, the Company has invested in additional

infrastructure capacity and human capital. In terms of offices, technology, staff, financial

consultants, in order to be well positioned to increase the growth momentum in the year ahead.

FUTURE GROWTH AND PROSPECTS

NRI Services with complete human care premium services

Security Professional Services from Human Kart -

Body Guards

Residential / Commercial Property Guarding Service

Corporate/Industry Guarding Service

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MCKENSY’S 7S FRAME WORK

The 7S model is better known as McKensy‟s 7S, because the two persons who developed this

model, Tom Peters and Robert Waterman, have been consultants at McKensy‟s and Co. at that

time. They published their 7S model in their article “Structure is not Organization” (1980) and in

their books “The art of Japanese Management” (1981) and “In Search of Excellence” (1982).

The model consists of seven elements. Those seven elements are distinguished in so called hard

S‟s and soft S‟s. The hard elements are feasible and easy to identify. They are Strategy,

Structure and Systems of the organization. The four soft S‟s are hardly feasible. They are highly

determined by the people at work in the organization i.e., Style, Staff, Skills and Shared values.

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STRATEGY:

Strategy is the plan of action an organization prepares in response to, or anticipation of

changes in its external environment. Strategy is differentiated by tactics or operational actions by

its nature of being premeditated, well thought through and often practically rehearsed.

A company of HumanKart Services Ltd stature cannot afford to work without objectives.

An overall group objective is already set and all the employees are driven towards HumanKart

Services Ltd believes that .no individual is big as the organizational itself. Competition is the key

to survival and for giving diversification for the given product as such competition is always

good. HumanKart Services Ltd updates itself to the surroundings competition and bring out

changes are services and related servicess to be in competition.

STRUCTURE:

Business needs to be organized in a specific form of shape that is generally referred to as

organizational structure. Organizations are structured in a variety of ways, dependent on their

objectives and culture. The structure of the company often dictates the way it operates and

performs.

Overall organizational structure

Head Office,Partner vendors,Franchises

SYSTEMS:

The organization follows strict rules and regulations for the employee. It follows specific

entry and exit timing for its employees. All junior staff member will have to report to the

designated senior staff member daily attendance register to the human resource department. This

is duly processed at the end of each month. The company has its regional office in Bangalore,

which is headed by a regional head. All franchise heads and various dept heads will report to him

on regular basis.

Work hours:9am -6pm Weekday ,Method To Contact: e-mail, IM, calls ,Payment Protocol:

Basic+Comission

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SKILLS:

Skills include the distinctive competencies that reside in the organization. These can be

distinctive competencies of people, management practices, systems and technology.

The skills of HumanKart Services Ltd

Brand image of the Company

Customer friendly & hassle free procedures.

Strong financial fundamentals.

Transparency in policies.

Personalized customer attention.

The skills required to be an employee of HumanKart Services Ltd are as follows:

Basic knowledge of computer

Good communication skills

Management Skills

Trainable

Having good knowledge about the market and its operation.

STAFF:

Organizations are made up of people and the people who makes the real differences to the

success of the organization in the increasingly knowledge based society. The importance of

human resource as thus got the central position in the strategy of the organization, away from the

traditional model of capital and land.

Each incumbent should have a specific academic qualification to match the position he is

going to hold and also necessary skills to execute the assignment. Marketing/sales people should

posses at least a degree and a management degree is preferred and should necessary posses‟ good

communication skill and flair for sales .he should have a two-wheeler for communicating

purpose. All back end employees should have at least graduation with exposure to necessary

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skills. For fresher due training will be given and then will be put on the jobs. Their potentials will

be monitored on a regular basis and will be suitable guidance from time to time. Annual

increments are also given based on the performance predominant.

SHARED VALUES:

All members of the organization share some common fundamental ideas or guiding

concepts, values and aspirations around which the business is built.

Shared value of the organization can be characterized as the whole of the norms, views and

culture shared by the people working in the organization. These values and set goals keep the

employees working towards common destination as a coherent team and thus help them to keep

the team spirit alive. HumanKart Ltd is conscious of its moral responsibilities towards its

employees, staff and customers. Some of the shared values are:

Integrity & Respect

Being honest, ethical and open as a basis for building trusting relationships.

Customer satisfaction is of cordial value to HumanKart Ltd.

To sustain an organization of able and committed employees and provide opportunities

for growth and development.

STYLE:

All organizations have their own management style. The style refers to how managers behave in

an organization and how collectively spend their time to achieve the organizational goal. The

style of leadership adopted in HumanKart Ltd is participative style. It has bottom-up structure.

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2.4) SWOT ANALYSIS

SWOT analysis means analysis of the internal strengths and weakness of the company and also

analysis of external opportunities and threats of the company.

STRENGTHS:

Owned Digital Media –

Your Brand‟s Blog and Website

High quality services on website

HD Images

Sufficient funds for social media market

Professional business Facebook page

.

WEAKNESS:

Employees Profile on Social Networking Sites

To check your employee social profiles and confirm that they are pointing towards your

companies pages and listings. Even if your employees aren‟t sales people they still are

extensions of your brand, and they should be one of your greatest marketing assets. At the very

least make sure they list you as their employer on LinkedIn.

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•Less or no comments,Few likes ,Few shares ,Poor fan engagement ,Low profile views Inactivity

in social media sites

OPPORTUNITIES:

Review Your Social Branded Company Pages

Having influential people as fans on your page

Groups with more targeted prospects

Breaking news you can rely on to start an engagement

High quality photos you can share on Facebook

Linking your business page to your website or blog

High quality digital services that you can sell when you wish.

Partnering with influential people on social media.

Few or no competitors

THREATS:

Search for your brand using search engines

Many competitors

Negative followers leaving bad comments

High number of dislikes on Facebook

Presence of major companies in your niche on social media

Aggressive campaign by competitors

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LEARNING EXPERIENCE

In a span of ten weeks doing the project has exposed to working of Social Media sector

provided a good opportunity to learn and the manager give a general outlook of the office. He

has also explained the growth and development of the Social Media Marketing.

It was really good experience in gaining a practical idea about the working of HumanKart

Ltd Social media Market particularly which helped to understand the aspects relating to

marketing sector in the economy.

There is a big gap between knowledge of management and practically of it. This helped to

realize what additional competencies has to be developed to be a successful professional in the

corporate world.

MARKETING: The experience in HumanKart Ltd regarding marketing is that how to attract and

convince the customer‟s to concerning its services.

HUMAN RESOURSE MANAGEMENT: The learning here is that how to recruit employees for

various departments and also retaining existing staff from leaving organization.

FINANCE: The knowledge gained here is about maximizing shareholders wealth, balancing cash

flows, giving optimum benefit to the investors.

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Benefits derived from the in plant training:

Knowledge about the company and industry operations.

The working of the employees and their interpersonal relationships.

Knowledge about social media.

Observation about customer online behavior, preferences, attitude etc.

Helped in comparing the theoretical concepts to the practical corporate world.

The training, in essence, molded me to take up challenges in my career once I complete

my MBA course

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CHAPTER 3

3.1 Theoretical background of the study

The concept behind the Brand Equity Model is simple: in order to build a strong brand, you must

shape how customers think and feel about your product. You have to build the right type of

experiences around your brand, so that customers have specific, positive thoughts, feelings,

beliefs, opinions, and perceptions about it.

When you have strong brand equity, your customers will buy more from you, they'll recommend

you to other people, they're more loyal, and you're less likely to lose them to competitors.

The model, seen in Figure 1, illustrates the four steps that you need to follow to build strong

brand equity.

Figure 1 – Keller's Brand Equity Model

The four steps of the pyramid represent four fundamental questions that your customers will ask

– often subconsciously – about your brand.

The four steps contain six building blocks that must be in place for you to reach the top of the

pyramid, and to develop a successful brand.

Applying the Model

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Let's look at each step and building block in detail, and discuss how you can apply the

framework and strengthen your brand.

Step 1: Brand Identity – Who Are You?

In this first step, your goal is to create "brand salience," or awareness – in other words, you need

to make sure that your brand stands out, and that customers recognize it and are aware of it.

You're not just creating brand identity and awareness here; you're also trying to ensure that brand

perceptions are "correct" at key stages of the buying process.

Application

To begin, you first need to know who your customers are. Research your market to gain a

thorough understanding of how your customers see your brand, and explore whether there are

different market segments with different needs and different relationships with your brand.

Next, identify how your customers narrow down their choices and decide between your brand

and your competitors' brands. What decision-making processes do your customers go through

when they choose your product? How are they classifying your product or brand? And, when

you follow their decision making process, how well does your brand stand out at key stages of

this process?

You are able to sell your product because it satisfies a particular set of your customers' needs;

this is your unique selling proposition , or USP. You should already be familiar with these

needs, but it's important to communicate to your customers how your brand fulfills these. Do

your clients understand these USPs when they're making their buying decisions?

By the end of this step, you should understand whether your clients perceive your brand as you

want them to, or whether there are specific perceptual problems that you need to address – either

by adjusting your product or service, or by adjusting the way that you communicate your

message. Identify the actions that you need to take as a result.

Step 2: Brand Meaning – What Are You?

Your goal in step two is to identify and communicate what your brand means, and what it stands

for. The two building blocks in this step are: "performance" and "imagery."

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"Performance" defines how well your product meets your customers' needs. According to the

model, performance consists of five categories: primary characteristics and features; product

reliability, durability, and serviceability; service effectiveness, efficiency, and empathy; style and

design; and price.

"Imagery" refers to how well your brand meets your customers' needs on a social and

psychological level. Your brand can meet these needs directly, from a customer's own

experiences with a product; or indirectly, with targeted marketing, or with word of mouth.

A good example of brand meaning is Patagonia®. Patagonia makes high quality outdoor clothing

and equipment, much of which is made from recycled materials.

Patagonia‟s brand performance demonstrates its reliability and durability; people know that their

products are well designed and stylish, and that they won't let them down. Patagonia‟s brand

imagery is enhanced by its commitment to several environmental programs and social causes;

and its strong “reduce, reuse, recycle” values make customers feel good about purchasing

products from an organization with an environmental conscience.

Application

The experiences that your customers have with your brand come as a direct result of your

product's performance. Your product must meet, and, ideally, exceed their expectations if you

want to build loyalty.

Next, think carefully about the type of experience that you want your customers to have with

your product. Take both performance and imagery into account, and create a "brand personality."

Again, identify any gaps between where you are now and where you want to be, and look at

how you can bridge these.

Step 3: Brand Response – What Do I Think, or Feel, About You?

Your customers' responses to your brand fall into two categories: "judgments" and "feelings."

These are the two building blocks in this step.

Your customers constantly make judgments about your brand and these fall into four key

categories:

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Quality: Customers judge a product or brand based on its actual and perceived quality.

Credibility: Customers judge credibility using three dimensions – expertise (which includes

innovation), trustworthiness, and likability.

Consideration: Customers judge how relevant your product is to their unique needs.

Superiority: Customers assess how superior your brand is, compared with your competitors'

brands.

Customers also respond to your brand according to how it makes them feel. Your brand can

evoke feelings directly, but they also respond emotionally to how a brand makes them feel about

themselves. According to the model, there are six positive brand feelings: warmth, fun,

excitement, security, social approval, and self-respect.

Application

First, examine the four categories of judgments listed above. Consider the following questions

carefully in relation to these:

What can you do to improve the actual and perceived quality of your product or brand?

How can you enhance your brand's credibility?

How well does your marketing strategy communicate your brand's relevancy to people's

needs?

How does your product or brand compare with those of your competitors?

Next, think carefully about the six brand feelings listed above. Which, if any, of these feelings

does your current marketing strategy focus on? What can you do to enhance these feelings for

your customers?

Identify actions that you need to take as a result of asking these questions.

Step 4: Brand Resonance – How Much of a Connection Would I Like to Have With You?

Brand "resonance" sits at the top of the brand equity pyramid because it's the most difficult – and

the most desirable – level to reach. You have achieved brand resonance when your customers

feel a deep, psychological bond with your brand.

Keller breaks resonance down into four categories:

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Behavioral loyalty: This includes regular, repeat purchases.

Attitudinal attachment: Your customers love your brand or your product, and they see it as a

special purchase.

Sense of community: Your customers feel a sense of community with people associated with

the brand, including other consumers and company representatives.

Active engagement: This is the strongest example of brand loyalty. Customers are actively

engaged with your brand, even when they are not purchasing it or consuming it. This could

include joining a club related to the brand; participating in online chats, marketing rallies, or

events; following your brand on social media; or taking part in other, outside activities.

Application

Your goal in the last stage of the pyramid is to strengthen each resonance category.

For example, what can you do to encourage behavioral loyalty? Consider gifts with purchase, or

customer loyalty programs.

Ask yourself what you can do to reward customers who are champions of your brand. What

events could you plan and host to increase customer involvement with your brand or product?

List the actions that you could take.

Example

Julie has recently been put in charge of a project to turn around an under-performing product.

The product is a high quality, fair trade, organic tea, but it's never achieved the sales and

customer loyalty that the organization expected. Julie decides to use the brand equity pyramid to

think about the turnaround effort.

Step 1: Brand Identity

Julie's target customers are mid to high income, socially conscious women.

After careful analysis, she knows that she is marketing in the correct category, but she realizes

that her marketing efforts aren't fully addressing customer needs. She decides to change the

message from "healthy, delicious tea," to "delicious tea, with a conscience," which is more

relevant and meaningful to her target market.

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Step 2: Brand Meaning

Next, Julie examines the product's meaning, and looks at how the company communicates that

meaning to its customers.

The performance of the tea is already moderately high; it's a single-source, fair trade tea of a

higher quality than the competition's product. After assessing the organization's service

effectiveness, Julie is disappointed to find that many of her representatives lack empathy with

customers who complain. So, she puts everyone through a comprehensive customer service class

to improve responses to customer complaints and feedback.

Last, Julie decides to post to the company's website personal stories from the fair trade farmers

who grow and pick the tea. By doing this, she aims to educate customers on how beneficial this

practice is for people around the world.

Step 3: Brand Response

After going over the four brand response judgments, Julie realizes that perceived quality might

be an issue. The tea itself is high quality, but the pack size is smaller than the ones her

competitors use. Julie doesn't want to lower the price, as this might affect how customers assess

quality, so she decides to offer more tea in each box in order to surpass customer expectations.

She also decides to enhance the tea's credibility by becoming fair trade certified through an

independent third-party organization.

Step 4: Brand Resonance

Julie knows that her target customers care deeply about fair trade. She decides to promote the

organization's efforts by participating in a number of fair trade events around the country.

She also sets up a social networking framework to involve customers in the organization's fair

trade efforts, and she creates a forum on the company website where customers can discuss

issues surrounding fair trade. She also commits to championing the efforts of other fair trade

organizations.

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Key Points

Keller's Brand Equity model is also known as the Customer-Based Brand Equity (CBBE) Model.

Kevin Lane Keller developed the model and published it in his widely used textbook, "Strategic

Brand Management."

Within a pyramid, the model highlights four key levels that you can work through to create a

successful brand. These four levels are:

1. Brand identity.

2. Brand meaning.

3. Brand responses.

4. Brand relationships.

Within these four levels are six building blocks that further help with brand development. These

six building blocks are salience, performance, imagery, judgments, feelings, and resonance.

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CHAPTER 4

4.1 Analysis and interpretation of data collected

4.1 Analysis and interpretation of data collected

Social media users( Facebook , Twitter, LinkedIn, Youtube )

Table 4.1

Social Media No. of respondents

Facebook 45

Twitter 0

LinkedIN 23

Youtube 21

Graph 4.1

Inference: From the above graph , Majority of Respondants are active on Facebook social

media.

Facebook social media is recommended for customer engagement.

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Brand Followers (on social media)

Table 4.2

Brand Follow No. of respondents

Yes 45

No 21

Maybe 32

Chart 4.2

Inference: Based on above results, majority of respondants would like to follow their brands on

social media.

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Users active on facebook (social media)

Chart 4.3

Inference: Most of the people are active on social media on Friday and Saturday.

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Chart 4.4

Post published on Facebook

Inference: Total Reach is between 65-199 people

Engagement is between 20-70 people

The reach and engagement rate is high on weekdays.

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Chart 4.6

Page likes,Post reach and Engagement in percentage.

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Chart 4.7

Post clicks, likes and comments.

Inference: Total Post reach is 161 people and 33 post clicks,20 photo views.

The post is engaging the audience.

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Chart 4.8

Post reach from 15 June to 21st June

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CHAPTER 5

5.1 Summary of findings

From the above graph ,Respondants are active on Facebook social media.

Facebook social media is recommended for customer engagement.

Based on above results, majority of respondants would like to follow their brands on

social media.

Most of the people are active on social media on Friday and Saturday.

Total Post Reach is between 65-199 people

Post Engagement is between 20-70 people

The reach and engagement rate is high on weekdays.

Total Post reach is 161 people and 33 post clicks,20 photo views.

The post is engaging the audience.

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5.2 Conclusion

Based on the findings gathered from the researchers‟ surveys, the researchers conclude that the

Facebook has high user engagement for B2C.

Most of these users are engaged on weekdays.

The more number of users are using laptops and smartphones to access Facebook.

Awareness and Interest is created among users about the brand using facebook promotion

posts.

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Suggestions

Social media is rapidly transforming the way organizations communicate with customers. As a

cost-effective way to engage online,social media gives companies broader reach,with simple post

,business can promote product,services,provide support or feedback,creating an online

community of brand enthusiasts. Staying competitive in today‟s fast moving business

environment requires effective social media communication strategy.

Company may invest in digital assets like blogs to engage customers with the brand.

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Bibliography

Books referred

1. KOTLER, PHILIP (2000), Marketing Management. The Millennium Edition, Upper Saddle

River, Prentice Hall.

2. Advertising „An IMC Perspective‟ - S. N. Murthy / U.Bhojanna -Excel Books, 2007.

3. Strategic Brand Management,4/E

Webliography

http://www.brandchannel.com/images/papers/257_A_Brand_Building_Literature_Review.pdf

http://www.entrepreneur.com/topic/social-media-marketing

http://www.socialmediaexaminer.com/social-media-trends

http://mashable.com/category/social-media-marketing

Articles

Analysis of social networking sites: A study on effective communication strategy in developing

brand communication. P. Sri Jothi, M. Neelamalar and R. Shakthi Prasad. 2011. chennai :

s.n., 2011, Vol. 3. 2141 – 2545.

international journal of marketing financial services and management research. 2012. 11, 2012,

Vol. 1. 2277-3622.

IRC's international journal of multi disciplinary research in social and management sciences.

2013. 1, 2013, Vol. 1. 2320-8236.

Social media in a an alternative marketing communication model. Cristina Castronovo, Lei

Huang. 1, s.l. : North American Business press, Vol. 6.

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Annexure

Brand Communication via social media

1. Are you male or female?

Are you male or female?

Male

Female

2. How old are you

How old are you Less than 18

18-25

26-35

36-50

50 or older

3. Which country do you live in

Which country do you live in

4. How do you access social media

How do you access social media PC

Laptop

Smartphone

Tablet

Other (please specify)

5. What type of social media do you use the most

What type of social media do you use the most Facebook

Twitter

LinkedIn

YouTube

Other

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Other (please specify)

6. Why do you use social media

Why do you use social media Speak to friends

Find friends

Browse profiles

Upload images

Tag Friends

Watch Videos

7. How many hours do you spend on social media

How many hours do you spend on social media 1-2 hours a day

3-4 hours a day

5-6 hours a day

7-8 hours a day

9-10+ hours a day

8. How often do you log onto your favourite social media

How often do you log onto your favourite social media I‟m constantly logged on

Several times a day

Once in a few days

Once a week

Occasionally (less than once week)

9. Would you follow your favourite brands on social media

Would you follow your favourite brands on social media

Yes

No

Maybe

Unsure

10. How do you feel when you see adverts from brands on social media

How do you feel when you see adverts from brands on social media

Very annoyed

Somewhat annoyed

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Not Sure

Somewhat Interested

11.Your Name

12. Residential Address

13. Company

14.Contact Number

15. Location