Presented By C.R.

Sooraj

Digital Technology leader Samsung unveiled an online marketing for the promotion of its trendy life style focused NOTE PCs.
MARKETING WORKS- it is the key concept that worked wonders for samsung by creating cross connections with the online community.

VIRAL

 OBJECTIVE

- To multiply the brand interaction by creating a cross connection between the online community .

Portals like MSN , Yahoo , and Rediff were used in the online promotion.
The participants had simple questions in order to win the Samsung note PC

BRAND Samsung CAMPAIGN Online marketing campaign to promote X series of note PC MEDIUM Internet Target Audience internet users between the age group of 25 45

 CAMPAIGN

OBJECTIVE To promote Samsung note PCs by running the viral marketing program along with an online contest IDEATION the campaign used the viral marketing concept for the promotion of Samsung note PCs by referring the microsite to three friends , thus creating a mesh of network

CAMPAIGN

The online marketing used DHTML banners across mass portals to unfold the micro site to the users. Along with the ads, Rediffs email signature also carried Samsung banners to take the audience through a demo test and contest. A unique brand gallery was created which included interactive demos , features and product info.

 Total

Vistors of demo - 1.42 Lakh Total number of Friends Referred 76% Total visitors reffered who came back to play 42% Total interactive 1.25 mn Media reach 1.87 %

 The

engaging creative's generated an appeal for the life style focused product from Samsung, with over 50000 users taking part in the contest and then referring to more friends.

Thin and light feature of Samsung note PCs product was creatively shown as if it is floating in the air. section like why Samsung and why thin and light provided brand information and product benefit some of the differentiating features of product like super bright screen , the finger print recognizing software , and instant AVS were communicated interactively.

 As

per Ramjith Singh , country product manager , Note Pc , Samsung India , the campaigns objective was to launch the new series of new series of Samsung note PCs and involve users with the product imaginary features. Samsung note PC are the thinnest and the lightest in the category and net is one medium where they believe they could present these key advantages interactively

 Introduction

- One of the main consequences of internet was the development of direct marketing This allowed the implementation of relationship marketing strategies to a large dimension companies, usually involved with huge public Additionally, it allowed improving customer satisfaction, loyalty and, consequently, increasing sales and brand value

branding represents a new major research field in ecommerce It is a relatively unexplored area where a number of important issues remain without answer This paper is the outcome of a research project that aimed to study the consumer response to the e brands The paper attempts to understand whether virtual branding demands a different approach compare to physical branding

Two research questions were raised Does a virtual brand need a different approach than a physical brand? What is the real impact of the internet on branding?
One

of the cases studied was Boston Coffee Cake, which refers to a small size coffee cake manufactory oriented to a niche market with a high price target.

 Virtual

brands approach The virtual branding approach depends on the kind of brand as well as its marketing tools. In fact, a pure on-line brand must have a different communication strategy from a traditional brand. Then, it is essential to manage the communication efforts according to the type and habits of the target public.

 The

study also showed that although the ecommerce may be not applicable to all brands, they should have
on-line presence. That is, the opportunity costs of being absent from the internet are likely to negatively affect the brand image.

an

 The

importance of the best e branding practices relied fundamentally on the type of brand, product/service and marketing strategy. These practices seem to constitute an effective tool in building brand visibility. However, this does not mean necessarily brand profitability. In the future, differences between physical and virtual brands might be limited to the level of marketing mix actions and tools

 The

Boston Coffee Cake was founded in 1993 in a small village closed to Boston The product shows a high quality level. In 2002, the brand was judged the best coffee cake in America by the American Tasting Institute The cakes are distributed through the traditional retail and services, and by direct marketing through paper catalogs and internet

 From

1995 on. the direct marketing was extended to the on-line catalog Such decision was determined by the following factors: convenience to the consumer, reaching more market and reducing costs. The e branding strategy can be considered as one of the actions of the whole brand strategy for building awareness, along with the paper catalogs and the packages of cakes.

 Boston

Coffee Cake does not have own stores, commercializing its products by a net of brokers in the traditional retail and services Through the toll free and the internet, the company contacts directly with the final consumers Boston Coffee Cake intends to make, in a medium term, all business partners transactions electronic. Such might result in the enlargement of the market segment of the company and is related with cost reducing.

 This

is a case of a low recognition physical brand, which uses the on-line channel for building awareness and achieving more market
Internet has not been used yet as a channel that allows learning about customers, in a systematic way. In fact, although the email and toll free service, there is not a formal and unique relationship strategy.

the

 Boston

Coffee Cake is a good example of online transferability easiness of a traditional direct marketing strategy.
this brand did not make hard Web investments. Inclusively, it did not rely on the usual e branding practices application of the framework for analysis put in evidence that a brand must become visible whether by viral marketing, off-line communication or physical assets.

However,

The

 Furthermore,

in what concerns the best e branding practices, the real importance they assume relies fundamentally on the type of brand, product/service and marketing strategy. Indeed, those practices revealed themselves as effective tools to build brand visibility although such does not mean necessarily brand profitability. Finally, the media convergence and the ecommerce represent new capabilities for the traditional marketing. In this sense, classical branding must evolve and use new approaches. Namely, it seems evident that all the brands tend to have an on-line presence.

 The

study concluded that in the near future, with the generalization of the broadband and the consequent media convergence, marketers couldnt regard to an e brand as the opposite of a physical brand. Rather, brands have to be managed in a comprehensive way, taking into account all alternatives based not only on the kind of product/service offered but also on the desired positioning.

Thank

You