Group3 sec b_ branding in digital age
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Transcript of Group3 sec b_ branding in digital age
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Branding in Digital Age
Group 3Asmita | Fela | Prasanna | Prathiba
PGP30304 | PGP30086 | PGP30330 | PGP30331
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Agenda
Learnings from the article
Real-life Indian Market Example
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Learning from the article
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Traditional Funnel Approach
How consumers were buying thenConsideration Set Evaluation Decide Buy
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Buying in Digital Age
How consumers are buying nowConsider Evaluate Buy Enjoy, Advocate, Bond Buy (Loyalty Loop)
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What has changed?
The number of “Touch Points” between the Brand and the Consumer has “increased” New Touch points are
increasingly Digital in nature
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What has changed?
Earlier communication was One-way Funnel ModelCommunication in Digital Age is Two Way – CDJ
https://www.youtube.com/watch?v=RJJMa46Q574
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What does this call for?
Resource allocation based on Touch Point and CDJ
Currently 70-90% of Marketing budget is spent in Consider and Buy stage
Consumers are most influenced during evaluate and enjoy-advocate-bond stages
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Examples in Indian Market
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Asian Paints Digital Branding
Digital Assets owned by
Asian Paints
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Digital Asset to CDJ Stag Mapping
Digital Asset CDJ StageRetail Website with
several web applications Through all the stages
Mobile App Evaluate and Enjoy-Advocate-Bond
Social Networking Pages (Facebook & Twitter) Enjoy-Advocate-Bond
YouTube Channel Evaluate and Enjoy-Advocate-Bond
Blog Evaluate and Enjoy-Advocate-Bond
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THE WEBSITE
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THE GAMETie up with Sony
Computer Entertainment in
Europe to create the game Ra One for
PlayStation Platform
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• Spent ~INR 15 crores on social media marketing
• Own official website with exclusive contents and updates of film
• Collaboration with YouTube, Google’s G+ social network
• Tie ups with social networking sites like Go Jiyo, Twitter, Facebook
social media
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Creating ‘Privileged Users’
The official Ra.One page also contains an embedded playlist and a link to the
merchandise store
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GAMEOVER