MM1 SEC F 2014

GROUP NO: 1

SUBMISSION NO.9 ON. 23.08.2014

SUBMISSION TITLE Impact of Social Media on Marketing
PRODUCT FMCG
(Fairness cream, soap and toothpaste)



INDIAN INSTITUTE OF MANAGEMENT
LUCKNOW



FMCG
Impact of Social Media on Marketing








Group 1
Arun Bharti (ABM11030)
Shubhangi (ABM11035)
Abhishek Ranjan Besra (PGP29368)
Satish Allu (PGP30300)
Shivakotesh (PGP30305)


Social media is an effective brand marketing tool nowadays. However it has its both pros
and cons. HUL, P&G and other FMCS organizations has used this technology effectively.
Some benefits of social media in marketing are listed below:
Brand recognition
Community
Repeat exposure
Authority
Influence
Website traffic
Ahead of the curve
Mindshare with lurkers
Competitive advantage
Big wins

People use social media for product information and services. This is the common platform for
comparing prices and features.


Social media marketing Overview:
Companies join social media to interact with them as they can communicate with them directly. The
experience of interaction is more personal to users than traditional methods of outbound marketing
and advertisement.
Social networking sites enable followers to retweet or repost on the comments made by others.
Hence they act as word of mouth
Companies can interact personally with the customers or followers. This kind of one to one
interaction will instil a feeling of loyalty towards the brand, company or the product. Also social
marketing helps in reaching very narrow target audience.
These sites also include information about what products and services prospective clients might be
interested in. Marketers can detect buying signals, such as content shared by people and questions
posted online. Understanding of buying signals can help sales people target relevant prospects and
marketers run micro-targeted campaign.
Customers are viewed participants rather than viewers. Each participating customer becomes part
of the marketing department, as other customers read their comments or reviews. The engagement
process is then fundamental to successful social media marketing.
HUL Launched its webpage on face book in the year 2012. HUL has also set up a digital media lab
aimed at training its managers on digital media marketing.


Pears:


TWITTER:

YOUTUBE:

PONDS:


FACE BOOK :

TWITTER:

YOUTUBE:






According to Facebook in April 2011 out of its 800 million active users, 25million were from India
alone and Twitter, which had 106 million users worldwide, said India ranked second in traffic after
the US. This is making fast moving consumer goods (FMCG) majors, such as Hindustan Unilever
(HUL), Tata Global Beverages (TGBL) and Procter & Gamble India (P&G), step up their advertising
spend on the growing social networking websites and devise new ways to 'engage' youngsters.

Indian companies are spending over 50 crore on social media marketing campaigns
The availability of social networking sites on mobile handsets has also fuelled the popularity of this
medium in the last 4 years. The biggest driver for social network marketing in India have been the
low-cost smart phones. India had 100 million internet users in 2011, of which 40 million accessed the
internet through their phones. It is anticipated that more than 300 million people in India would be
hooked on to mobile internet by the year 2015.

Experts say thrust will be now laid on engagement of potential customers on-line. Marketers have
changed focus from 'one-time placement and click of ads' towards 'ongoing engagement' with the
internet users and are therefore, allocating higher percentage of their advertising budget to social
networking sites. This is mainly because social networking sites, with the help of social analytics
firms, are able to unlock the interconnected data structures of users mapping lists of friends, their
comments and messages, photos and all their social connections, contact information and
associated media. The intent of the social media platforms and campaigns has been to build a two-
way engagement with the youth; the interactions are conversational, sometimes contest-based,
where users bring their perspectives to the fore.

The primary thrust is now laid on engagement of potential customers on-line.

Lifebuoy

1. The YouTube page of Lifebuoys Help a child reach 5 campaign directs one to the Facebook
application on the click of Pledge on Facebook, which can then be shared on your wall too. One can
also follow the movement on Twitter through the hashtag #helpachildreach5.
Following a heartfelt appeal through the story of Gondappa and his son Muthu surviving his fifth
birthday, Lifebuoy has managed to create a big impact on its social networks. The YouTube film has
captured close to 1.47 million views while the Facebook page stands at 2.1 million fans. The 3.17
minute film was first seen as ads prior to the videos on YouTube and soon gained eyeballs. The film
was released exclusively for the Facebook community after which the page has been extensively
sharing the message urging fans to take the pledge and share with friends. Help a child reach 5 has
been spreading through YouTube and Facebook, while the Twitter hashtag is further amplifying the
message, though the Twitter page of Lifebuoy has been inactive since 2011. Call it clever marketing
or corporate social responsibility, going by the majority of responses in the various social networks,
Lifebuoy has certainly become a more liked brand.
2. Lifebuoy has also launched very interesting youtube videos like:
Lifebuoy Hand washing Roti reminder
Lifebuoy Jump Pump Music video
Lifebuoy colour changing handwash directors cut

Close-up:
1. In the tooth-paste market Social media is playing a vital role in this intensified marketing
battle Colgate, Pepsodent and Closeup are leveraging social media to stay ahead of the
game.

2. Closeup tries to strike a young conversation
Post the promotions of the movie Yeh Jawaani Hai
Deewani, where at the start of the movie Ranbir Kapoor
and Deepika Padukone were seen all over Closeups social
space, the brand has been keeping a low profile in its
social media push.
The brand that has more than 1.1 million fans on Facebook
and the last initiative that the brand undertook was a
series called Friendship band. This activity was rolled out during the Friendship week, earlier in
August 2013. The brand also created a music video for the same, which can be viewed on YouTube.
Along with the music video, a special microsite has been created to take this campaign forward. The
objective is to strike a conversation with the young target group and be a part of their conversations.
As part of the Friendship band initiative, Closeup gave a chance to young adults to express their love
to someone that they have always wanted to convey.
3. Close up also launched, fresh out of Brazil a new Facebook App that turns ones relationship status
into a game. The app has been developed by the toothpaste brand Close Up Toothpaste and is part
of a series of campaigns to encourage people to get up close in new ways. To celebrate people getting
up close and personal on Facebook, the company developed the Get Closer app, which reveals
surprise badges to people that take part and are in relationships. Badges are rewarded based on tasks
such as tagging each other in photos, or different badges being awarded based on how long youve
been in a relationship for. The app can be accessed via the Get Closer app link, or through the Close
Up fan page.
4. Story: New Closeup White Now Toothpaste; A Gimmick or Reality?
Social media has also been observed to back fire at times where the entire concept behind the
promotional ad campaigns is put to test.
Fair n Lovely
How fair is Fair & Lovely?
The idea that private firms have a corporate social responsibility to better society has caught the
attention of executives everywhere. Fair & Lovely's heavily aired television commercials typically
contain the message of a depressed woman with few prospects who gains a brighter future by either
attaining a boyfriend/husband or a job after becoming markedly fairer from using Fair & Lovely.
These advertisements have attracted much public criticism, where the people have been
increasingly using social media to voice their disenchantment against such promotional campaigns.
A very popular facebook page in this regard is Dark is Beautiful with posts like I dare to be color
blind because each person is unique and intrinsically beautiful, taking a huge step forward to get rid
of the Indian stereotype "Fair and Lovely".
Others
1)Surf Excel, a leading detergent brand of Hindustan Unilever Limited (HUL) is celebrating Joy of
Giving week (October 2 to October 8, 2011) through a unique social media initiative contributing
products to NGOs in 2011.
Users need to visit the Surf Excel Facebook page (https://www.facebook.com/surfexcelindia). For
every like on the Surf Excel page. Surf Excel would be donating Rs 11 worth of goods requirements to
charity organizations around Mumbai. Users can also go to the 'make a difference with surf
excel' section and 'invite their friends', 'upload a Badge ' on their profile picture to express support.)
2) HUL has recently created a fan club for its brand called Axe Angels Club' on Face-
Book to popularize the deodorant-Theclub has over 1.8 million fans,
Toothpaste:
Brand controversies:
A youtube link got viral which say colgate toothpaste is poisonous by Rajiv Dixit. No
matter how old or new that information is, the customer always gets influenced by
this kind of information and hampers brand image.

For Example:



Consumers review comments on different products:
Most of the customers select their option on basis of word of mouth of their friends and
relatives. Similarly consumers also search for reviews and customer comments from the
authenticated site before trying. Companies also cannot remove the negative comments as
it is illegal. Colgate also uses website to obtain customers review and adds different product
into that.


For example:

Use of Facebook & Twitter:
Colgate also uses social media website to gather customer feedback and 10omplains. It also
addresses their problems with the help of social media.
Diversity in Language: They also change languages and prepare different website or page in
social media for different countries


DOVE Soap:
A new study conducted by dove shows that 82 % of women believe that social media is
influencing how we define beauty today. Beauty that was once idolized in glossy magazines
of celebrities and models is now having less of an impact on youth, due to social platforms
such as Facebook and Instagram, according to the study, which was conducted among 1,000
women between the ages of 18 and 64 in the United States. In fact, 63% of women surveyed
believe social media has a greater impact on how we define beauty than print media, film and
music.
Dove conducted a similar study 10 years ago and found only 23% of women believed they could
control their view of beauty. Since then, that percentage has more than tripled.Dove is debuting at
the 2014 Sundance Film Festival on Monday a short film that explores how social media is shaping the
way we perceive beauty.
The 7-minute short film called Selfie follows a series of teenagers and their mothers who are asked
to take self-images that highlight their insecurities about the way they look. In an experiment
reminiscent of Doves viral beauty sketches ad, the participants learn some of their disliked
attributes are what others consider to be the most beautiful. Dove is also using social media sites for
promotions and share new offerings and product features. Dove also extensively uses youtube for
different campaign. Dove Real Beauty Sketches was awarded in top 13 campaigns. It was a huge
success and has 64,348,147 no. of views as of now.

Olay:
In facebook brand activity indicates official number of post made by a brand at a given period.
Types of action which Olay gives importance to status, photo, link, other.
Olay compute a benchmark for each figure of the brand and users activity, calculating the
Market Average, the Best of the Market and the Comparison with the Market Average. The
Market Average Benchmark shows the average posts published by all the brands included in
that specific segment, during the analyzed time frame. The Best of the Market Benchmark
represents the most active brand of the same segment in the selected time frame. The
Comparison with the Market Average Benchmark points out the difference between the
brands performance and the average of the market. As far as the Users Activity Benchmarks,
the same approach is followed, focusing on fans comments, likes and shares.
Pages liked by India is increased by 2.72 % which significantly says about brand popularity and
customers wants new information related to products.
India comes 3
rd
after US & Italy in active fans criteria although India has huge population count.
This is so because Olay is targeted on Premium segment.
Olay is also promoting their apps through facebook

References:

http://fashionbi.com/brands/olay/social-media/facebook
https://www.facebook.com/OlayIndia?brand_redir=1
https://www.youtube.com/watch?v=BFkm1Hg4dTI
https://www.facebook.com/DoveIndia
https://www.youtube.com/watch?v=XpaOjMXyJGk
http://www.postano.com/blog/13-best-social-media-campaigns-of-2013
https://www.youtube.com/watch?v=Ntnv_dDLyf8
http://www.slideshare.net/Drizzlin/colgate-palmolive-on-social-media#
http://www.beautyheaven.com.au/dental/toothpaste/5303-colgate-colgate-
sensitive-fresh-stripe-toothpaste