Escolar Documentos
Profissional Documentos
Cultura Documentos
By –
By –
Vaibhav
shukla, 07-
09, PGPM
07BS101
marketing
ACKNOWLEDGEMENT
I also thank to my friends, colleague & my family members for their encouragement &
support throughout this project.
I also thank to those who has given directly or indirectly any kind of support which lead
to completion of this project successfully.
Vaibhav Shukla
Abstract
First for this company has to check from all side, study the competitors,
make sure about the objective of company, the benefit it is going to do,
analyse the current situation.
Because one side it save company cost, build relation with client, other side
an inappropriate site, move & e-branding strategy can harm company long
establish reputation.
So how to build it, how to go for e-branding strategy, what factors should be
considered, who are helping company to adopt this culture, what can be
done to make it a necessary part of marketing process, this all thing has
been analyzed in this report. This report present a clear cut idea of the all the
points from setting up the platform for going online presence to its marketing
strategy & last but not least getting customer feedback, managing database
& maintaining a strong relation.
In last some recommendation are mentioned which emphasize not only just
making it a part of business but also as culture & start it at beginner level to
give the coming mangers a idea about this & it also depicts the necessity of
this because next generation is moving towards internet so online presence
will catch then & cultivate the business & thus leads to organization
profitability.
Content
1) - Introduction
2) - Literature review
What is E-branding?
Personal E-Branding
Brand Analysis
Brand development
Brand value
Brand strategy
Viral marketing
Facts
5) - Process in E-Branding
6) – Findings
8) – E-Branding mandatory
9) – conclusion
10 – Recommendations
11) – bibliography
INTRODUCTIO
N
E-
BRANDING
Branding
Almost every business has a trading name, from the smallest market trader
to the largest multi-national corporation. Only a minority of those businesses
however, have what could be classed as a ‘brand’ or a ‘brand name’.
What is Branding?
For example:
The Nike brand name is known throughout the world, people can identify the
name and logo even if they have never bought any of their products.
However, not only is the company name a brand, but the logo (The ‘tick’
symbol) is also a strong piece of branding in its own right. The majority of
people that are aware of the company can also identify it (or its products)
from this symbol alone.
The clothing and running shoe company Adidas is well known for using three
stripes on its range of products. This design feature branding allows people
to identify their products, even if the Adidas brand name and logo is not
present.
The main benefit of branding is that customers are much more likely to
remember business. A strong brand name and logo/image helps to keep the
company image in the mind of its potential customers.
If the business sells products that are often bought on impulse, a customer
recognising brand could mean the difference between no-sale and a sale.
Even if the customer was not aware that one sell a particular product, if they
trust on brand, they are likely to trust the company with unfamiliar products.
If a customer is happy with products or services, a brand helps to build
customer loyalty across business.
It is commonly said that if one show a person two identical products, only
one of which is branded; they will almost always believe the branded item is
higher quality.
If one can create effective branding, then over time the image of quality in
one’s business will usually go up. Of course, branding cannot replace good
quality, and bad publicity will damage a brand, especially if it continues over
a long period of time.
For example:
The Sunny Delight drinks brand was one of the biggest in the UK just a year
after its launch. However, constant bad publicity about the quality of the
product has severely damaged the image of the brand, and sales have
dropped for each of the past several years.
Most people will believe that a business would be hesitant to put their brand
name on something that was of poor quality.
For Example:
For Example:
What is E-Branding?
With nearly half of all web users citing search engines as their primary
portals to new sites, marketers must re-examine their strategies for
optimizing their rankings in search results. Appearing among the first
few pages of search results on the top engines is a black-magic science
practiced by (usually expensive) outsourcers who specialize in the real-
time adjustments that are the key to maximizing search engines. Such
outsourcers include BeFirst.com, Did-It.com, Fat Traffic,
SearchEngineWatch.com, Web-Ignite and Web Site Results.
• Affiliate network
• Advocacy marketing
• E-Care
Personal E-Branding
Personal eBranding is the next wave of personal and professional
development online. A personal brand is how one market oneself to
others, whereas an eBrand is a digital representation of one’s online. the
brand is who he/she is and what he/she stands for, including values,
competencies, attitudes, vision, mission, personality and appearance. The
combined sum of everything one is and how one project it to others,
whether online or offline, is one’s brand.
The internet is a tactical part of business strategy, just like the yellow
pages; newspapers; direct mail; a storefront; business cards; even the
business model and product design. In fact, every tool person use to
communicate and grow his business is a tactic.
So, the terms Internet Branding and Online Branding really aren't helpful if
anybody is developing them in isolation, without the guidance of an
overall Brand Strategy.
As one can see, it is for this reason that Brand Strategy is most effective if
it is determined at the inception of business so that the product itself, and
all the tactics used to promote it are “strategically congruent.”
But what if business has been around a while and one didn’t start with a
Brand Strategy? What if one has “strategic incongruities” all over the
place? Don’t panic. one can still create a Brand Strategy.
Look for Brand Strategy within the truth of product or service. What is the
promise it makes to customers? How is it different from alternatives they
may have? What value does one add that is available nowhere else? Once
one has answered these questions, and found company’s core truth,
analyze every aspect of business to see if there is “strategic congruity” up
and down the line. Where there is, nurture it. Where there isn’t, change it.
E-Branding - How to Develop Intrinsic Value through Brand
Imaging & Brand Identity
That is, if one is interested in the long-term organic placement for his site (as
a result of the traffic and links they produce). Search engine optimization is
just one piece of the internet branding equation, yet it is not the crowning
achievement that can solve all of marketing dilemmas. Just as social media is
great for creating a stampede of traffic, but without the right bait, some
argue that it rarely converts.
Brand Analysis
Like anything, it is a tool that has it’s place in the grand scheme of so
knowing how and when to employ it, can be more pertinent than that the
defining motive of why.
one can walk the beaten path using known/tested fundamentals for ensuring
that search engines and visitors alike can benefit from one’s internet
advertising and marketing efforts, or one can take machete and toil away
until he finds higher ground in which to plan his next grass roots campaign.
Aside from content, visual appeal and “the it factor” play a role in the
success of companies online identity.
Brand Development
On-line “internet brand” may not always be synonymous with “off-line brand”
as each respective market is unique, as the methods used to convey urgency
differ greatly as the audiences are often from two schools of thought.
The first school is the (break em down through repetition) crowd who is used
to passively being coerced into purchasing decisions (the typical Television
watching Consumer). The other (from the new school of behavior) is a new
breed of technologically-savvy super consumers who knows specifically what
they want, how much they are willing to pay for it and don’t mind performing
some comparative analysis in order to find the best value proposition (The
Nimble / Instant Gratification Based Cyber-Shopper).
In this instance when one is considering brand identity and brand value
online, he should consider this internet savvy consumer and be able to cater
to their attention and their needs (quickly and without the fuss) as corporate
brands are gravely losing market share to smaller, more ambitious
companies who embrace this exponentially growing breed of credit card
wielding consumers “from The Hannah Montana Generation to the Gadget
fanatics, that have to have the latest and greatest electronic Gizmos”.
Brand Value
Internet marketing is leveling the playing field that was previously leveraged
by large corporations with deep pockets using traditional marketing channels
(TV, Print, Radio) that they essentially funded (from the onset) into the
booming categories and industries they are today.
Brand Strategy
For the sake of internet brand, consider that playing it safe and conservative
may not be best move. Not everyone thinks the same way one does or uses
common queries to reach his pages (as more than 30% of all search queries
are unique). Hence, he should have enough depth (with your keywords) and
his internet brand image to use modifiers (variants) to supplement the core
message using a variety of established advertising cliches. Examples like
“when one top 10 ranking is just not enough” with a picture of a basket of
eggs is a perfect example of risk vs. reward (as it drives the message home
with a simple tag line), while still making the point of a solution oriented
proposition.
In his book, "The World is Flat," Thomas Friedman sites developments such
as the creation of search engines like Google (and others); an over
abundance of internet infrastructure; and a proliferation of consumer
oriented software, as some of the reasons for the explosion of internet use,
making the internet one of the 10 factors 'flattening the world.'
Answer: his internet marketing must be active, not passive. The internet
marketing strategies will fail if they consist only of passive techniques, with
website acting as an online brochure.
For better understanding, let's break down Strategic Internet Marketing into
smaller parts. Websites; blogs; email advertising; pod-casting; affiliate
programs; e-zines, data collection; these and other techniques are all active,
not passive. At least one of these elements is part of most successful
internet marketing strategies.
one may have been surprised to see Websites listed as an active element. As
he will see in the Website Marketing Strategies that website can be used to
create income for one’s business by making website an active, information
gathering, promotional machine. In fact, for many people, their successful
money making business is their website.
online social networking website like MySpace, FaceBook and others. These
websites represent a wave in marketing which is critical for businesses to
understand and, if appropriate, incorporate into their marketing mix.
Around the year 2000, a series of new marketing concepts and terms began
to emerge, among them: buzz marketing; viral marketing; social network
marketing and others. Some of the earliest social networking websites
included MySpace and Facebook.
Then, in 2005, BEBO (which stands for Blog Early Blog Often) was founded by
husband and wife Michael and Xochi Birch. It was created for the purpose of
allowing users to find and communicate with friends. It also allows users to
share user generated content, including video, music, books, and more. The
site even produces its own online television series.
One thing that sets it apart from other social networking sites is its openness
to all media companies. It claims to have over 400 media partners allowing
users access to professionally produced content.
The site boasts 40 million members internationally, making it the only global
social media network in the world. Users are
a mostly English speaking split of 50/50
male/female and rage in age between 16-24
years old. They spend an impressive
combined total of over 2 billion minutes on
the site per month. That’s a powerful
medium for marketers looking to reach a
young adult demographic.
So what is it?
There was a shampoo commercial some years back that demonstrated the
concept nicely. The commercial featured a beautiful model with equally
beautiful hair. After explaining the benefits of this particular brand of
shampoo, she suggests that we try the shampoo, and if we like it that we
should “…tell two friends, and they’ll tell two friends, and so on, and so on,
and so on….” All the while, her single image is multiplied on the screen with
every “…and so on, and so on, and so on…” so that in just a few seconds,
the screen is full of small images of the model. That is how Viral Marketing
works.
While it's true that the existence of the internet is the reason this is now a
potent communications force, it is really the phenomenon of online social
networking that lies at the heart of it.
Here’s why; in the T.V. shampoo commercial sited above, the model
demonstrated how quickly one can spread a
communication by telling just two friends;
however, in social networking circles, it is not
unusual for people to have dozens, hundreds,
(even thousands) of ‘friends’ to whom they can
forward a message.
Ultimately, the public will decide what catches on and what doesn’t. The
archives of marketing history are filled with examples of campaigns that
seemed like great ideas at the time, yet despite the best research, strategy
and creative execution (and often a lot of money), just aren’t adopted by
consumers.
However, there have been planned campaigns that grabbed hold in the
market, demonstrating that Viral Marketing can be implemented
strategically. Here are a few examples:
- In 1999, the movie “The Blair Witch Project” created so much internet
‘buzz’ that the ‘buzz’ itself became a news story of its own. Of course, this
generated even more online ‘buzz’, and so on, and so on, and so on….
- In 2000 TiVo gave free TiVo’s to people with high S.N.P., relying on Viral
Marketing word-of-mouth to spread news about the product.
Though it may seem strange at first, many e-marketing experts agree that
the most important function of web site is data collection. In particular,
collecting visitor's e-mail addresses.
2. Affiliate Programs
An easy web site marketing strategy for creating income is the use of
Affiliate Programs. These programs allow to align business with other
businesses that are complimentary to one’s. one’s website features ads for
these businesses. When his website visitors click on one of the ads and then
buys the product, he receives a small payment.
Affiliate Programs provide a convenience for website's visitors by making it
easy for them to find products related to one’s. This convenience also adds
value to one’s own website resulting in more return visits. The result is a win-
win-win.Check out AffiliateTips.com; AffiliatesDirectory.com; and
AffiliateZone.com, for more information.
3. Online Advertising
Of course, these are just a few of the many web site marketing strategies
one can implement. he'll find many more as he continue to explore this
website.
The facts
THE PROCESS –
Findings
These expert strategies offer some insight on how to best exploit eBranding
opportunities.
There are many challenges that personal and corporate brands face online.
Companies are being forced to open their culture and communicate with the
outside world in a way that embraces two-way communication. People need
to be found and positioned as experts in their niches. In both situations,
there are challenges that may impede the branding process. The following
experts shed light on these challenges:
• Brands face two main challenges online today: making sure they have
a presence where their current and future customers are and moving
forward with trends faster than ever before.
• With the explosion of so much personal digital communication—social
networks, IM platforms, blogs, podcasts, virtual worlds, mobile, etc.—
brands are facing the prospect of too many channels. We've gone from
the concept of mass marketing to mass micromarketing in an
incredibly short period of time, and it's difficult for brand managers to
understand which are the most important to focus on
• Moving past message control and stepping into conversations where
they are responsible to add value to the community
• If a brand value is service and one’s web presence makes it a real
challenge to get immediate assistance, then one is weakening the
foundation of one’s brand
Competitor Analysis - Just what are one’s competitors up to? What are
they doing right? What are they doing wrong? eBrand Interactive uses
proprietary techniques to gather important information about one’s
competitors that will help to grow online presence as painlessly as possible.
The Message
Use what is best from the marketing you have done and combine it with our
proven formulas for success.
Brand Equity
Campaign Testing
The only way to draw any conclusions about a media campaign is to put it in
front of the end-user.
Ongoing Campaigns
Campaign Management
Creative Design
Creative services including the design of banners, rich media ads, e-mail,
landing pages for a wide range of industries and products.
Database Management
Display Advertising
Lead Generation
Research
The eBrand Media Group provides primary, secondary, current customer,
competitor and market research.
Social Networking
It's important to be seen on popular websites, create a unique page for
company.
Website Analysis
Website Design
The facts
Conclusion –
Recommendation:
a) Organization should have different department to deal with e-branding
promotion.
e) In spite of generalize mail use customer focus mail i.e. send mail to
particular customer, it will avoid the mail to go to junk & due to direct
message it will attach the customer with company & give him/her a sense of
personal treatment by company.
g) At early stage to attract all kind of customer use price discount or special
offers & some other benefits like quantity discount or coupons like that to
establish company & product name.
E-branding is not a science where one has some theory & he applies that &
get solutions, in fact it is an art which check the creativity, patience,
concentration towards all side. Not every one can do that but the one who do
that beat the world.
Next generation is going to be with fast moving world, organization will have to
adopt this culture because the one who will miss the train will miss forever like
other who left the field like losers.
Questionnaire
40
35
30
25
20
organizationsize
15
10
5
0
small size mediumsize large size
2) – nature of business
50
40
30
20 nature of business
10
0
local market particular domestic domestic&
focus region market global
3) – what are the strategies adopted for branding & promotion.
a) -Traditional way like print media, ads etc - 33
b) -Digital mode - 17
d) -All method - 28
35
30
25
20
strategiesadoptedfor branding&
15 promotion
10
5
0
traditional way digital medium newtech all method
a) –yes - 50
b) –no – 50
50
40
30
e-brandingstrategyadoption
20
10
0
yes no
5) – if no then whether planning to adopt in future (only those not adopted e-branding)
b) – no – 9(out of 50)
40
35
30
25
20
15 adoptionofe-brandingstrategywho
10 havn't adopted
5
0
yes no not prefer to
say
6) –if already adopted then which factor influenced to go for this & if not adopted then
which factor you think is crucial to adopt this kind of strategies
b) –competitors - 14
4) –ongoing trends -8
50
40
30
a) –yes - 83
b) – may be - 11
100
80
60
ebrandingwhether astrongmediumof
40 communication
20
0
yes no can't say wait for future
8) –is it only for big corporation/organization or any body can adopt this?
9) –do you really thing capital investment a key factor to adopt this?
a) –yes - 67
b) –no -3
70
60
50
40
30 captial investment amojor factor
20
10
0
yes no yesbut not fully
10) –do really e-branding has benefited those who adopted this?
a) –yes - 54
c) –don’t know - 28
60
50
40
30 ebrandingbenefitedto those who
adoptedthis
20
10
0
yes to some extent don't know
11) – what factors are important or play major role to go for e-branding strategy
b) –search engines - 29
c) –company website - 17
d) –customers knowledge - 23
30
25
20
15
10 imporatnt factor for ebrandingstrategy
5
0
viral company peak
mkting web seasons
b) –agree - 33
c) –it is important - 14
d) –can be a part -6
35
30
25
20
15
adoptionofebrandingaspart oforg
10
5
0
strongly agree important canbe part dependon
agree org
13) –how about a course or a module which is must for future managers over e-branding
strategy to give them a idea about this
a) Strongly agree - 11
b) Agree - 41
*in front of the options the number of response in favor of each option given by respondents
mentioned
Bibliogra
phy
For information
1 - www.google.com
2 – www.doubleclick.com
3 – www.ebrandz.com