successful cases of e brands managing through market

8/3/2019 Successful Cases of e Brands Managing Through Market

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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

successful cases of e brands managing through market

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