JAIPURIA

Institute Of Management, Indore

Digital Marketing

Cases from India EDITED BY

RAJENDRA NARGUNDKAR AND ROMI SAINY

INDI A

SINGAPORE

M A L AY S I A

Notion Press Old No. 38, New No. 6 McNichols Road, Chetpet Chennai - 600 031 First Published by Notion Press 2018 Copyright © Jaipuria Institute of Management, Indore. 2018 All Rights Reserved. ISBN 978-1-64429-192-4 This book has been published with all efforts taken to make the material error-free after the consent of the author. However, the author and the publisher do not assume and hereby disclaim any liability to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause. No part of this book may be used, reproduced in any manner whatsoever without written permission from the author, except in the case of brief quotations embodied in critical articles and reviews.

Disclaimer: Jaipuria Institute of Management, Indore. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage or retrieval system, without prior permission in writing from the copyright holder. The content of this book is the sole expression of the authors and not of the editor/publisher.

About the Book The book is a collection of short cases which address specific issues on digital marketing like social media marketing, email marketing, campaign management and analysis, digital marketing strategies, blogs and others. We have tried to present real digital marketing challenges faced by organizations, and how they manage their marketing issues. Each case was developed by considered effort of the authors and editors so that a right blend of theory and practice can be presented in front of the readers. We are hopeful that this book will prove to be useful to both students and teachers working in the area of digital marketing. This book can be used as a supplement to any Digital Marketing text of a professor’s choice for both classroom teaching for management programs, and teaching at executive training and regular courses. We hope to bring out new editions of the book with additional/new cases every year or two and keep it contemporary.

About the Editors Dr. Rajendra Nargundkar is currently Professor of Marketing at the Indian Institute of Management (IIM) Indore, Dr. Nargundkar has been Director of IMT Nagpur, IFIM Business School, Bangalore, and PES Institute at Bangalore. He went to PES after teaching stints at IIM Lucknow and IIM Kozhikode. He has four major books to his credit. Marketing Research, his popular text, will soon release in its fourth edition. His current research and teaching interests are Social Media, Digital Marketing, Advertising, Tourism and Retailing. He has a Bachelor’s in Engineering degree from Osmania University (1982), a PGDM (MBA) from IIM Bangalore (1984), and a Ph.D. from Clemson University, USA (1989). His work has been published in journals including the Academy of Management Journal, USA and Journal of Global Marketing, USA. Pothi.com has published his autobiography titled “My Experiments with Half-truths,” available online. He is a keen golfer and blogger. Dr. Romi Sainy is currently Associate Professor of Marketing at Jaipuria Institute of Management Indore, Dr. Sainy has been Dean Academics at Jaipuria Indore. She possesses over fourteen years of work experience in academics and research in the area of marketing, retail and consumer behavior. She had developed a training manual for teaching effectiveness. She held various academic and administrative positions in premier management schools of the country like ICFAI Business School, Prestige Institute of Management to name a few. She has conducted many seminars/ workshop for students at Post Graduate levels from topic ranging from self-effectiveness to career choices. She also conducts training programs and Management Development Programmes for corporate, like BASF- The Chemical Company, LFPL, Power Grid Corporation, Narcotics Department (MPCG) to name a few in the area of customer relationship, service excellence, enhancing sales and marketing function and enhancing self-effectiveness. She has several publications to her credit published in referred and refereed journals and had participated in several National and International conferences, seminars and workshop across the country. She is austerely involved in the process of curriculum development and updation.

vi  |  About the Editors She is proficient in outcome based education and processes involved for NBA accreditation, AICTE documentation and Rankings. – Rajendra Nargundkar and Romi Sainy

Contents Preface 

ix

Acknowledgements 

xi

  1. Amazon Aur Dikhao 

1

  2. Bhalaje Photography: Managing the Digital Campaign 

5

  3. Cyclitics Manages Digital Marketing and Analytics for Marriager

11

  4. Digital Marketing Strategy of IIM Indore: A Case Study 

18

  5. Email Marketing: A Powerful Tool for Digital Marketing 

40

  6. Golftripz: A Case Study of Service Innovation 

46

  7. Golkonda Hotels 

55

  8. Increasing Lead Generation Through Increased Web Traffic 

61

  9. Is Sabala Ready for a Digital Transformation 

67

10. Solving the Retention Puzzle in a Multi-Channel World 

83

Preface Digital marketing has become inevitable for marketers. It is revolutionizing the marketing stream and has given ample opportunities to small businesses to come in the mainstream and compete, unlike earlier when major advertising and branding activities where conducted by big corporate houses. Digital marketing has given an avenue to small businesses and entrepreneur to operate in a competitive world and present their products and services to a large set of buyers who are ready to buy from them. As the field of digital marketing is still evolving and is in the nascent stage in India, there is a dearth of stories specific to the Indian context. The Indian market is categorized by a unique set of challenges that are very different from what organizations from developed economies face. The Indian market is still evolving and customer needs and preferences are distinctive due to the strong cultural influence. For this reason too, the old marketing cases fast become irrelevant and students don’t get an exciting and contemporary environment to discuss relevant marketing scenarios in class. Concepts in the field of digital marketing are still evolving, and need to be applied to organizations large and small as they stand today.

Acknowledgements Any work done adds to the body of knowledge. The idea behind the book originated from the discussions I had with my Co-editor Prof. Rajendra Nargundkar (Professor Marketing at IIM Indore). We share common academic interests and he inspired me that we should publish this book as we discovered that there was a huge dearth of Indian cases in Digital space. This gave us the idea to collect cases form varied organization who were active digitally. We contacted various people in our network to contribute a case, I must say it was a tedious task. We were successful in getting 9-10 cases which we have finalized for the book. I am thankful to Prof. Nargundkar for his never ending support and expertise which helped us in developing this book. I am also grateful to Prof. Jayasimha of IIM Indore, who motivated his students to write some of the cases. I would like to acknowledge both IIM Indore and Jaipuria Institute of Management, Indore for providing us the right infrastructure and facilities for writing this book. I am thankful to my Director Dr. Harshavardhan Halve who gave me the needed time and support to complete this book. This work would have not been completed without the timely submission from all the authors who contributed a case and kept up the pace for bringing out the book and giving it current shape. I am indebted to my students Ikroop, Himangshu, Ria and Sammrudh who assisted me in the editing work. I express my sincere gratitude to Prof. Shweta Kushal (Faculty, IIM Indore) who helped us with copy editing. Finally, I am thankful to my daughter Aavantika and my Husband Arpan who encouraged and motivated me for timely completion of this book. – Romi Sainy Associate Professor Marketing Jaipuria Institute of Management Indore

Amazon Aur Dikhao About the Industry The ascent of the e-commerce industry has changed the way business is transacted in India, resulting in its evolution. The e-commerce market is expected to grow exponentially to the tune of US$ 200 billion by the year 2026 from US$ 38.5 billion in 2017. By 2018, the value of e-commerce market is speculated to surpass US$ 50 billion. Increasing internet and smartphone penetration has contributed immensely to the rapid growth of this industry. The online sales have doubled in the last five years and the e-commerce sector in India has already spread its root. Many factors have contributed towards the remarkable growth of e-commerce in the world, and in India. The contributing factors of this growth such as increased use of smartphones, convenient and economic internet access, and busy schedules have led to the success of online shopping in the Indian market. Location was supposed to be the biggest asset in the world of retail before the widespread reach of the internet. Today, Internet has created a global marketplace, affording even the smallest retailer a national presence (if not global). The reach of the e-commerce marketplace is hard to gauge. The online business advertising has become such a crucial piece of the economy that the lines between e-commerce business and old world economy have become blurred. Top e-commerce players in India are Amazon, Flipkart, Indiarush, Jabong, American Swan, Vistaprint, Trendin, Askmebazaar, Paytm, and Webnexus. They offer a wide variety of products in various categories such as apparels, electronics, beauty products, fragrances, home accessories, jewelleries, among others. {Source: Media Sources, Aranca Research}

About the Company Amazon (Amazon.com) has emerged as the world’s largest online retailer and a prominent cloud services provider. The company started its business by selling books but has extended its basket by offering a wide range of

2  |  Digital Marketing: Cases from India consumer goods and digital media as well as its own electronic1 devices, such as the Kindle e-book reader, Kindle Fire tablet and the Fire Stick for TV, which is a media streaming adapter for online content. The online book store was the brainchild of Jeffrey P. Bezos. It was started in July 1994 and is headquartered in Seattle, WA. Before he started Amazon, Bezos had a very lucrative career in the financial world. However, Bezos left his job and decided to think out of the box and head towards the nascent world of e-commerce. He transformed his garage into an office and hired a few employees to develop software. Further, they expanded operations into a two-bedroom house, equipped with three Sun Micro stations, and released a test site. After the successful invitation of 300 friends to the beta test program, Bezos officially released Amazon.com on July 16, 1995. Amazon has separate e-commerce websites for USA, UK, Canada, France and many other countries. Amazon was officially launched in India in June 2013, but it now stands as the country’s fastest growing e-commerce giant in terms of sales. {Source: Wikipedia}

The Objectives In the year 2015, Amazon launched the Aur Dikhao Campaign, which had the following major objectives: First, to drive the message that Amazon has over 22 million products for the consumers to choose from. Having studied the typical Indian consumer behaviour, this campaign was mirrored to reverberate the desire of “what more” in the consumer. With the increasing online shoppers, the thrust for more and more options before buying a product has sky rocketed. Secondly, the main objective behind the campaign was to be able to penetrate deeper into tier 2 and tier 3 cities and make amazon accessible to the masses. The third objective was to engage the existing consumers, get new buyers and create a buzz around the campaign. The campaign was taken to a bigger level by creating engagement to various social media sites to attract new buyers and suppliers as well. {Source: Livemint.com, Business Standard, Amazon.in, wikipedia.com, youtube.com & Twitter} 1

 his case is developed by Dr. Romi Sainy (Associate Professor Marketing, Jaipuria Institute T of Management Indore), Himangshu Baruah (PGDM Student Batch 2017–19) and Ikroop Kalra (PGDM Student Batch 2017–19) for academic use only.

Amazon Aur Dikhao  |  3

About the Campaign “Aur Dikhao” At the time of the launch of this campaign, Amazon India was fairly new in the e-commerce market. At the same time, its competitors (Flipkart, Snapdeal, Myntra, Jabong and others) were keeping a close watch in order to capture the market as soon as possible. Amazon has always understood the needs of the Indian consumer and what online shopping means to them. Indian consumers seek more choices and prefer to check out more options before they finally purchase. Understanding the needs of the consumers, Amazon India has run a campaign rightly named, “Aur Dikhao.” It offers a wide range of products, ranging from innerwear to gourmet foods. To showcase its products, it has come up with a catchy jingle ad, i.e. “Hindustani dil kehta hai aur dikhao,” to make sure that it reaches the mass.es This idea has been extended well on social media with meaningful engagement and creative visuals. Connecting with Twitter influencers and creating a social buzz around #Aur Dikhao has given a good start to the campaign. {Source: Livemint.com, Business Standard, Amazon.in, wikipedia.com, youtube.com & Twitter}

Campaign Success The campaign was able to capture a lot of interest through the ads and videos uploaded on YouTube which got more than 21 lakh views in mere eight months. The catchy tune stuck in the heads of the viewers. Through Twitter contests, people participation increased significantly, they followed the campaign and the #Aur Dikhao with interest and creative tweets. With this campaign, the seller base steadily increased. The main reason for this was that Amazon was offering self-registration by vendors on their official websites. Today the base has increased to approximately 6500. The total net sales have increased by 300 percent compared to the same period last year. The number of units sold has also increased by 500 percent. Times Now has stated that, given that it is a new entrant in the market, Amazon has become the most visited e-commerce site way above its competitors. {Source: Livemint.com, Business Standard, Amazon.in, wikipedia.com, youtube.com & Twitter}

Platforms Amazon uses both electronic media (Television ads) and social media (Twitter and YouTube) for running their campaigns.

The book is a collection of short cases which address specific issues on digital marketing like social media marketing, email marketing, campaign management and analysis, digital marketing strategies, blogs and others. We have tried to present real digital marketing challenges faced by organizations, and how they manage their marketing issues. Each case was developed by considered effort of the authors and editors so that a right blend of theory and practice can be presented in front of the readers. We are hopeful that this book will prove to be useful to both students and teachers working in the area of digital marketing. This book can be used as a supplement to any Digital Marketing text of a professor’s choice for both classroom teaching for management programs, and teaching at executive training and regular courses. We hope to bring out new editions of the book with additional/new cases every year or two and keep it contemporary.

Dr. Rajendra Nargundkar is currently Professor of Marketing at the Indian Institute of Management (IIM) Indore, Dr. Nargundkar has been Director of IMT Nagpur, IFIM Business School, Bangalore, and PES Institute at Bangalore. He went to PES after teaching stints at IIM Lucknow and IIM Kozhikode. He has four major books to his credit. Marketing Research, his popular text, will soon release in its fourth edition. His current research and teaching interests are Social Media, Digital Marketing, Advertising, Tourism and Retailing. He has a Bachelor’s in Engineering degree from Osmania University (1982), a PGDM (MBA) from IIM Bangalore (1984), and a Ph.D. from Clemson University, USA (1989). His work has been published in journals including the Academy of Management Journal, USA and Journal of Global Marketing, USA. Pothi.com has published his autobiography titled “My Experiments with Half-truths,” available online. He is a keen golfer and blogger. Dr. Romi Sainy is currently Associate Professor of Marketing at Jaipuria Institute of Management Indore, Dr. Sainy has been Dean Academics at Jaipuria Indore. She possesses over fourteen years of work experience in academics and research in the area of marketing, retail and consumer behavior. She had developed a training manual for teaching effectiveness. She held various academic and administrative positions in premier management schools of the country like ICFAI Business School, Prestige Institute of Management to name a few. She has conducted many seminars/workshop for students at Post Graduate levels from topic ranging from self-effectiveness to career choices. She also conducts training programs and Management Development Programmes for corporate, like BASF—The Chemical Company, LFPL, Power Grid Corporation, Narcotics Department (MPCG) to name a few in the area of customer relationship, service excellence, enhancing sales and marketing function and enhancing self-effectiveness. She has several publications to her credit published in referred and refereed journals and had participated in several National and International conferences, seminars and workshop across the country. She is austerely involved in the process of curriculum development and updation. She is proficient in outcome based education and processes involved for NBA accreditation, AICTE documentation and Rankings.

Price 299