Synopsis

Of
Final Research Project
on
Understanding Social Media Campaign Strategy used by
Consumer Goods Companies

Submitted in partial fulfilment of the Requirements of

Post Graduate Diploma in Management
By
Vishal Sachan
Batch: 2017-19
Roll No: 2045

Dr. Gaur Hari Singhania Institute of Management & Research

Kamla Nagar, Kanpur-208005
 “ To understand social media campaign strategy used by consumer goods companies”

Problem Definition: The market today has grown to be a very competitive and to target the
right audience with right strategy is a matter of prime importance. This study is to understand
what are the various strategies used by the companies in social media advertising and the
factors that influence them to take such strategies and are they able to achieve and deliver what
they projected.
About the Industry: The digital revolution in India, driven by the roll out of 4G, reducing data
costs, increasing smart phone penetration and increasing time spent on mobile phones, will
ensure that digital advertising will also grow at a faster clip as against the the traditional media
over the next three years.
According to a report on digital advertising by Dentsu Aegis Network, the Indian digital
advertising industry, currently pegged at around Rs 8,202 crore, is slated to see a growth at
32% CAGR to reach Rs 18,986 crore by 2020.

The report also forecasts that digital media spends, currently contributing 15% of the total
advertising pie, will reach 24% of the entire market by 2020.
Furthermore, the increasing penetration of digital media among the Indian audience is creating
huge opportunities for marketers to reach out to untapped audiences in newer ways, the report
highlights. With the gamut of opportunities to interact with consumer broadening, marketers
are getting innovative with the way they choose to advertise to their audience.

“Digital is no longer a medium, but a way of doing business,” said Ashish Bhasin, CEO-South
Asia at Dentsu Aegis Network. “The digital transformation is affecting every business and
agencies and marketers and whoever doesn’t recognise this will be left behind. Digital is a
behavioural change taking place with the consumers, not just a way of building a brand. This
is a critical difference many don’t understand.”
In its second edition, the report covers digital trends, spends and insights across all sectors.
Among different sectors, the report points out that ecommerce is the biggest spender on digital
media, contributing 19% of all digital spends, followed by FMCG, telecom and BFSI.
Ecommerce and telecom spends on digital are also the highest as a percentage of their overall
ad spends.
Brands, the report said, are slowly shifting their marketing budgets to digital platforms as the
digital medium becomes all pervasive and consumers increase time spent on this medium.

“Even though digital ad platforms have been instrumental in direct sales, so far they do not
match up to traditional media when it comes to brand building. Brand building is largely
happening through mature ad mediums such as TV rather than digital. But marketers are
moving from purely mass-targeting platforms to a mix of traditional and digital platforms,” the
report said. Interestingly, within digital, social media currently takes the lion’s share of ad
spends at 28%, said the report. Search and Display constitute 26% and 21% of the pie,
respectively, while Video has a 19% share.
However, the report predicts that Video is expected to see the highest CAGR of 38% and will
have a share of 22% by 2020. Spends on display are expected to grow at CAGR of 36%, while
social media is expected to grow at 34% CAGR. Search, however, will see a slower growth
rate of 25% with its share in spends reducing from current 26% to 22% by 2020.
When it comes to devices, India is clearly becoming mobile-first internet economy and spends
on mobile are expected to grow at a CAGR of 49% to overtake spends on desktops and reach
a share of 60% by 2020, said the report.
As per TRAI estimates, the Internet population in the country will be close to 740 million by
2020, from the current 430 million (300 million urban, 129 million rural subscribers). And in
the near future, video content along with the engaging mobile experience, voice-based
interactions, transformations in payment mechanisms, etc will drive the growth of digital media
further.
To which the sample/study pertains:
Sources of Literature:

S.no Author’s Journal/Magazine/Websi Article Paper/Description

Name te
Christian IMC FH Krems University Effectiveness of It was only a matter of time until
businesses and advertisers
1. Maurer of Applied Sciences, Advertising on Social discovered social network
Network Sites.
Rona Austria sites as the perfect marketing tool to
drive their businesses forward.
Wiegmann Social media as marketing tools give
marketers the unique advantage to
be at the same place as their
customers, to interact with them and
to gain access to their attitudes,
needs, interests,
preferences, wants and buying
patterns. Considering all these
insights, organisations
have the unique possibility to target
exactly the right audience and to
create content
tailored to each customer’s need that
allows them to build a loyal and
reliable
relationship with their audience

2. Social Media as a In today’s technology driven

Holly http://digitalcommons.uri.e world, social networking sites
Marketing Tool
Paquette du/tmd_major_papers have become an avenue where
retailers can extend their
marketing campaigns to a wider
range of consumers. social media
marketing as a “connection
between brands and consumers,
offering a personal channel and
currency for user centered
 networking and social
interaction.” The tools and
approaches for communicating
with customers have changed
greatly with the emergence of
social media; therefore, businesses
must learn how to use social media
in a way that is consistent with
their business plan (Mangold and
Faulds 2099). This is especially
true for companies striving to gain
a competitive advantage.

The popularity of social media

sites has also spread to companies
and firms as part of their strategies.
Social Media A study by public relation firm
3. Charity UW-L Journal of
Marketing: Burson-Marsteller shows that 86%
Pradiptarini of 100 largest companies on the
Undergraduate Research Measuring Its
Effectiveness and Fortune 500 list use at least one of
XIV (2011) Identifying the Target the social media sites such as
Market Facebook, Twitter, YouTube or
blogs, and 28% of them use all
four platforms2. The study also
shows that 65% of these
companies use Twitter, which
makes it as the most popular social
media site among business firms
(Burson-Marsteller, 2010).
According to Social Media
Marketing Industry Report.

Advertisers and marketers had

Social Media before now, romanticized with the
4. Obikeze, Chinedu Okey, Advertising/Marketin traditional media of
Chikezie Anambra State University, g: A Study of communication to reach their
Emmanuel Nigeria. Awareness, Attitude audiences, and to wage advertising
and Responsiveness ‘war’ in competition against
by Nigerian Youths themselves. However, this is
rapidly changing. Recent studies
indicate that the traditional mass
media audiences are increasingly
and to a great extent turning
toward the new media for
information and gratification of
certain communication needs
(Rudloff & Fray, 2010; O’Toole,
2000). This has indicated a flight
from the more conventional
mainstream media especially
among the younger generation to
the alternative media of new
 (social) media. Today, if you are
not on the social networking sites,
you are not on the Internet.

Mitun http://ssrn.com/abstract=23 Effectiveness of The new kind of online advertising

5. Dutta 57623 Online is becoming popular with the
Advertising on social networking communities.
eMarketer projects about online
Social
advertising revenue from social
Networking Sites- network sites will peak up more
A Case Study on than 11 per cent than last year.
Facebook Facebook has more than one
billion users and is the largest
social networking sites now. In
2012 Facebook earned more than
1.09b US dollars, a 36 per cent
increase by last year. Facebook has
many options to earn money such
as gifts and payments but
advertising is the most dominant
part of Facebook revenue
generator. IAB reports that online
advertising spend is more than
£5.3m and increasing to more than
£6m in 2013 which is peak up by
11 per cent. There is no doubt that
online advertising increasing day
by day on social networking sites.

Objectives: “To know the digital promotion used by Consumer Goods Company”
Sub-Objectives:
 “To know the social media mix of digital campaigns of companies”
 “To know the appeal used in digital campaigns”
 “To understand the use of text in digital promotion”
 “To know the engagement techniques used by companies”
 “Comparing the results of different types of campaigns”

Identification of key variables:

 Type of Media mix used.
 Type of Font style used.
 Type of Colour used in advertisement.
 Type of Symbolic Visuals used
Research Methodology:
Data Source: Primary
Research Design: Exploratory
Research Approach: Content Analysis
Research Instrument: Content Observation on Website

Sampling Plan:
Sampling Unit: Case study content analysis on website Social Samosa.com
Sampling Size: 50
Sampling Technique: Judgement
Contact Method: Website Visit