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DIGITAL MARKETING

DIGITAL MARKETING

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  1. Online Reputation Management by Marangoni Bank

    AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM Bangalore
    PUBLISHED DATE: 13/09/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASELET
    CASE ID: DM-2-0014, DM-2-0014A
    CASE LENGTH: 2 Pages
    DESCRIPTION:
    This caselet helps understand the importance of Online Reputation Management (ORM) for a Bank based out of France called Marangoni Bank. It is one of the largest Bank in France with a network of over 19,000 branches and six associate Banks having over 8,000 branches spread across France. The Marangoni Bank is requesting proposal for its ORM. The purpose of the Marangoni Bank behind this exercise is to increase online reputation by increasing positive reviews and promoting feedback from customers for ...
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  2. Mobile Marketing Campaign by Zack TV – Making TV Go Mobile

    AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM Bangalore
    PUBLISHED DATE: 13/09/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASELET
    CASE ID: DM-2-0013, DM-2-0013A
    CASE LENGTH: 3 Pages
    DESCRIPTION:
    This caselet helps in designing the promotion and marketing plans of newly launched Mobile application for a new DTH service provider in India– Zack TV. Zack TV is a single point entertainment hub for every family member. Its aim is to entertain everyone at a click of a button. Zack TV has its presence across metro cities such as Mumbai, Delhi, Bangalore, Chennai and Hyderabad. It is powered by superior Ultra HD TV Technology and has amazing features such as high definition digital viewing ...
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  3. Lead Generation for Small Business – StayFit Gym

    AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM Bangalore
    PUBLISHED DATE: 13/09/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASELET
    CASE ID: DM-2-0016, DM-2-0016A
    CASE LENGTH: 3 Pages
    DESCRIPTION:
    This caselet provides an insight on whether smaller business could generate leads using Social Media Marketing. Prashant Sharma, an entrepreneur based out of Navi Mumbai, forayed into fitness business by setting up a gym in May 2016. Since then, he has been struggling to get customers at his Gym. He has been burning a lot of money on promotions than he has earned. Prashant was trying to reduce his promotional expenses and find effective ways to generate leads. How should he generate quality leads ...
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  4. Online Reputation Management for an Investment Management Company

    AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM Bangalore
    PUBLISHED DATE: 13/09/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASELET
    CASE ID: DM-2-0017, DM-2-0017A
    CASE LENGTH: 3 Pages
    DESCRIPTION:
    This caselet helps understand the importance of social listening for an Investment management company. Social listening tools are an integral part for managing online reputation management for any company. Hitesh Motwani, Chief Digital Marketing Officer, Motwani Investments, is keen to understand conversations around investment products and gain insight from these chatter to formulate future Digital Marketing campaigns for its company. In the past, very few Investment management firms have taken ...
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  5. Harnessing Power of Online Advertising Campaigns for Village Darbar

    AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM Bangalore
    PUBLISHED DATE: 13/09/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASELET
    CASE ID: DM-2-0015, DM-2-0015A
    CASE LENGTH: 3 Pages
    DESCRIPTION:
    This caselet helps understand importance of online advertising for a company called – Village Darbar, an online marketplace offering Indian product specializing in  handmade items. The founder of company Ramesh Lulla (Ramesh) is very passionate about bringing the true Indian art from villages to urban cities and empower local artisans to grow their business across India. Ramesh was of the opinion that through online advertising platforms Village Darbar would be able to build brand  ...
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  6. Indian Railways’ New Customer-centric Track: Social Media

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 01/09/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASE STUDY
    CASE ID: DM-1-0012, DM-1-0012A
    CASE LENGTH: 12 Pages
    DESCRIPTION:
    This case study enables the participants to discuss and analyze Indian Railways' new-age customer connect initiatives leveraging the power of Social Media. With its history of 164 years since the first train between Bombay (now Mumbai) and Thane, Indian Railways had etched its existential necessity by serving billions of Indian commuters. With time, the complexities too grew along with its complex network of tracks, stations, trains and manpower. While Indian Railways had been trying to catch up with ...
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  7. Brands Prefer Influencers over Celebrities

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 30/08/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASE FLYER
    CASE ID: DM-4-0011, DM-4-0011A
    CASE LENGTH: 5 Pages
    DESCRIPTION:
    This case flyer, based on the Economic Times article (Anumeha Chaturvedi, "In a Social World, Brands Prefer 'Influencers' Over Celebrities", The Economic Times, March 15th 2017, Page 5), is an attempt to introduce the participants to the evolving power of influencers especially in digital marketing space. Welcome to the world of influencers and influencer marketing. While for many – for the likes of Shereen Sikka Bharwani, Kayaan Contractor, Trishala Sikka, Masoom Minawala, Malini Agarwal (Miss ...
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  8. SEO Playing a Role in Driving Quality Leads for an Education Institution

    AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM Bangalore
    PUBLISHED DATE: 30/08/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASELET
    CASE ID: DM-2-0010, DM-2-0010A
    CASE LENGTH: 3 Pages
    DESCRIPTION:
    This caselet helps the participants in understanding the concepts about Search Engine Optimization (SEO). Learning Gurukul, a PAN India-based institution was looking to expand its business by driving more enrolments for its courses, certificate and master certification programs. Currently it operates out of 5 cities in India Mumbai, Delhi, Surat, Bangalore and Chennai. The management of Learning Gurukul was inviting proposals from SEO consultants to help them optimize their website.

    Pedagogical ...
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  9. Case View with Prince Khanna - Social Media Influencer Marketing

    AUTHOR(S) : Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 23/08/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: case view
    CASE ID: DM-1-0009B
    CASE LENGTH: 7 Pages
    Case View with Prince Khanna - Social Media Influencer Marketing
    DESCRIPTION:
    An interview with Prince Khanna, Founder & CEO at Engagelyee, Founder & CEO at Eleve Media Prince is the Founder & CEO of Eleve Media – India’s top-most Influencer Marketing platform, enabling marketers to co-create content with online Influencers, Celebrities & Bloggers. With over 8 years of experience in the Digital Media and Marketing space, Prince has previously spearheaded MensXP.com the business unit of Xpert Media Technology and India’s fastest growing E-mag ...
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  10. Case View with Saurabh Doshi - Facebook’s Bandstand: MAPing Customer Engagement in India

    AUTHOR(S) : Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 23/08/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: case view
    CASE ID: DM-1-0008B
    CASE LENGTH: 9 Pages
    Case View with Saurabh Doshi - Facebook’s Bandstand: MAPing Customer Engagement in India
    DESCRIPTION:
    An interview with Saurabh Doshi, Head - Media Partnerships, Facebook Saurabh leads Media/Content Partnership team and plays a key role in strategic relationship with key organizations and public celebrities across News, Sports, and Entertainment across the Indian subcontinent. Since joining Facebook in 2014, Saurabh ramped up the partnerships team pan India with core focus on connecting people to the content and creators that best inform and entertain them on Facebook, Instagram and Facebook Messenger. ...
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  11. Roshni Travels: Digital Playing a Role in Indian Travel and Tourism

    AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM Bangalore
    PUBLISHED DATE: 26/07/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASELET
    CASE ID: DM-2-0005, DM-2-0005A
    CASE LENGTH: 4 Pages
    DESCRIPTION:
    This caselet highlights the importance of having a website which serves the need of a corporate to have an identity over the Internet. Roshni Travel Services Pvt. Ltd. (Roshni Travels), a leading travel agency headquartered in Mumbai has been operating its business for over a decade but still hasn’t developed a modern website amidst huge competition from online portals such as Make My trip, Yatra, Goibibo and many more. Roshni Travels wants to expand its business by establishing its presence ...
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  12. KFC India’s Omnichannel Consumer Connect

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 18/07/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASE STUDY
    CASE ID: DM-1-0031, DM-1-0031A
    CASE LENGTH: 11 Pages
    DESCRIPTION:
    This case study enables an interesting discussion on the possible digital marketing and digital business engagement initiatives of KFC India. KFC - owned by the World's largest restaurant company Yum! Brands - has been operating in India since 1995 with 352 restaurants as of May 31st 2016. With Indian Quick Service Restaurant (QSR) (with about ₹19,000 crore) and chained QSR market (worth about ₹9,125 crore) witnessing intense competition, KFC's digital forays have kept it digitally connected with ...
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  13. How Old School Marketers Are Mastering Social Media

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 05/07/2017
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASE FLYER
    CASE ID: DM-4-0006, DM-4-0006A
    CASE LENGTH: 5 Pages
    DESCRIPTION:
    This case flyer – based on an Economic Times article (Ravi Balakrishnan, “How old school marketers are mastering social media”, The Economic Times, 20th-26th July 2016) – lets the students/participants understand how some of the FMCG giants in India and others are warming up to leverage the customer engagement potential of Social Media platforms like Facebook, Twitter, Instagram, LinkedIn, etc. HUL, PepsiCo, Mondelez, Maruti Suzuki, etc., had been deploying Social Media for ...
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  14. Managing Brand Equity in the Digital Age: Croma’s Omni-Channel Retailing

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 29/07/2016
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0016, BM-1-0016A
    CASE LENGTH: 12 Pages
    DESCRIPTION:

    This case study is an attempt to let the students/participants understand how retailers and other channel intermediaries affect the brand equity of the products they sell by establishing awareness and associations to their product assortments. Croma, the retail arm of Tata group became the sought-after retail brand for Consumer Durables and Information Technology (CDIT) segment. Marketers of successful 21st century brands continue to evolve and adapt every aspect of their marketing programs to ...
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  15. Minnat Lalpuria's 7Vachan: The Wedding Consultants’ Digital Marketing Dilemmas

    AUTHOR(S) : Vandana Jayakumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 19/07/2016
    PUBLISHER: ET Cases
    CATEGORY: ENTREPRENEURSHIP & STARTUPS
    PRODUCT: CASE STUDY
    CASE ID: STUP-1-0003, STUP-1-0003A
    CASE LENGTH: 16 Pages
    DESCRIPTION:
    This case study is an attempt to discuss the importance of a coherent digital marketing strategy for an online startup, 7Vachan.com (7Vachan). Minnat Lalpuria (Minnat), the Founder-CEO, conceptualized and launched 7Vachan, a wedding services consultant and aggregator in 2012. Driven by the mission of being the one-stop-shop for Indian weddings across the globe, 7Vachan offered a broad portfolio of services - venues, professional wedding services (such as photographers, makeup artists, decorators, ...
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