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Online Reputation Management for an Investment Management Company

CASELET, DIGITAL MARKETING
ET Cases, 3 Pages

Case Preview

Online Reputation Management for an Investment Management Company

 

Introduction

Hitesh Motwani is the chief Digital Marketing Officer for Motwani Investment management and he is trying to put in a place a system to enhance the online reputation for his company.

Motwani Investment Company is one of the most respected investment management firms in India. It has offices present in all major metro cities - Mumbai, Delhi, Bangalore, Chennai and Kolkata. Currently they manage assets worth over 1 billion dollars in India, their customers trust the rich experience of its fund managers who have an experience of over 2 decades of managing funds. The company offers wide range of investment solutions right from investment in equity to commodities to bonds and private equity products. They have a mix of High Networth Individual (HNI) investors and retail customers who invest in various mutual fund schemes and private portfolio management services. They are looking to build their brand equity in the digital space and planning to come up with online investment products as well. Before they venture online they would like to understand what investment preferences of retail audience are and analyse conversations around their brand as well as its competitors, for which they would like to put an Online Reputation Management (ORM) plan in place..................

Teaching Note Preview

Online Reputation Management for an Investment Management Company

 

Synopsis

Hitesh Motwani is the Chief Digital Marketing Officer for Motwani Investment management and he is trying to put in a place a system to enhance the online reputation for his company.

Motwani Investment Company is one of the most respected investment management firms in India. It has offices present in all major metro cities - Mumbai, Delhi,  Bangalore, Chennai and Kolkata. They have a mix of HNI investors and retail customers who invest in various mutual fund schemes and private portfolio management services. Motwani Investment are looking to build their brand equity in the digital space. Before they venture online they would like to understand the investment preferences of retail audience are and analyse conversations around their brand as well as its competitors, for which they would like to put an Online Reputation  management plan in place.

Case Positioning and Setting

This case is positioned for the curriculum taught in Term 2 of the Digital Marketing program to address the concepts of Course 6 –Online Reputation Management

Prerequisite Conceptual Understanding

Students should read about some online material relating to social listening by companies like Meltwater, Radian6 and others.

Reading material: https://www.meltwater.com/insight/listen-up-social-listening/

Assignment Questions

I. Which are best available tools through which Motwani Investments could perform Social listening
II.........

Preamble to this Case Study Analysis

This caselet was used to introduce the participants/students to the idea of Social Listening. This concept/technique was discussed and analyzed in the classroom by the faculty, Accordingly, this caselet was orchestrated in the following way [Exhibit (TN)-I].............

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Abstract

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 the pain to listen Social Media conversation around their brands as well as analyse how competition is attracting its potential audience using digital mediums. Hitesh is trying to find out some first-hand answers to question such as, where does his target audience spend maximum time on digital mediums? Which investment product they are most likely to purchase and why? What are some of the concern areas when it comes to investing with professional Investment management firms?



Pedagogical Objectives

  • To understand importance of Online Reputation management
  • To understand to effectively understand consumer behaviour and insights
  • To analyse sentiment for Motwani Investment managers

Case Positioning and Setting

This caselet is positioned for curriculum taught in Term 2 of Post Graduate Diploma in Digital Marketing program to understand and analyse the concept of Course 6 – Online Reputation Management



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- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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