Digital Marketing Case Studies 2017
Kraft Foods Case Study
Kraft Foods has been doing digital marketing for the last couple of decades – its 18+ years old food & family magazine. The company restricted in 19’s like a spin-off from Kraft Foods Inc. which in turn renamed Mondelez international. The new Kraft foods group was focused on grocery products of the North American market while Mondelez is an emphasis on global level confectionary and snack brands. Until merger with Heinz, Kraft group was an independent public company listed on the NASDAQ stock exchange.
But it was only two years ago, when Kraft split from Mondelez, that the company start getting is act together in digital content, said Ms Fleischer in a keynote speech at the digital marketing world. Kraft now generates the equivalent no of customers as 1.1 billion of impressions. A year and a four-times better return on investment through digital marketing than though even targeting advertising. It is not about putting something out every day to be a part of the conversion, adding the Kraft believes brands should not post content. The days of free organic reach are rapidly coming to an end; it would not spend money on it, then why do it? It is shouting into the wind without making a sound. How many of us guilty of being slaves to a calendar or posting cadence?
Kraft tracks 22,000 attributes of more than 100 million annual visitors to its websites and has merged into content and data management platforms. Data used to power the increasing individuals addressable advertising Kraft does through its programming media buying. If parmesan roasted potatoes and green velvet cupcakes are doing well organically on Pinterest, then Kraft adds them to beta tests for promoted pins as well. For more Information refer ” Kraft Foods “
Coca-Cola Case Study
Coca-Cola or Coke is a carbonated soft drink produced by the Coca-Cola Company. Originally intended as a patient medicine, it was invented in the late 19th century by John Pemberton and was bought out by businessman Asia Griggs Candler, whose marketing tactics led Coca-Cola to its dominance of the world soft drink market throughout the 20th century.
The drinks name refers of two of its original ingredients, which were Kola nuts and cola leaves. The current formula of Coca-Cola remains a trade secret, although a variety of reported recopies, and experimental recreations have been publishing.
Coca-Cola is a global leader in beverages. It has some brands, coming to Coca-Cola digital marketing strategy, it started a unique campaign like spoke-coke messages in social media, categorised events and customised birthday lyrics which attracts no of customers. The results are social media reached to 20 million customers, and the retweeted rate is 70%. For more Information refer ” Coca-Cola Company “
Delta Airlines Inc. Case Study
Delta Airlines Inc. is a major American airline, with its headquarters in the United States. Delta Airlines Inc used digital marketing to become most trusted airlines in the world. It recreated its site and posted visual experiences to its customers by animated location tracking also 150 places photographs, journey tracking option on the site itself, and Mobile boarding pass. As a result of marketing campaign creates a prime place for Delta in world Airlines.
Delta Customer service
- Delta airlines business model is base on their customer relationships.
- Focusing on retain high-value customers.
- Maximising a customer knowledge regarding customer value and customer needs.
- Developing personalised services and improving customer service efficiency
- Increase marketing efficiency
CRM is significant because global passengers are expected to continue rising in the coming years, and it is essential for Delta to retain their loyal customers. Most travellers say that a personalised service is critical to the airline decision and are less likely to switch if they have satisfaction.
Delta’s CRM controlled through the following avenues from on their mobile phone application or website from Pre-flight through to Post flight. For more Information refer ” Delta Airlines Service. “
Red Bus Case Study
How Red Bus cracked all the odds on its way and became a leader in bus ticket booking service?
Red Bus is India’s largest online bus ticketing platform, trusted by over 6 million Indians. Three BITS Pilani alumni Phanindra Sama, Charan Padma Raju, and Sudhakar Pasupurni Co-founded the Red Bus. Started steadily in 2006 with a few seats from a single bus operator, Red Bus today is on the front of ticket booking service with a sale over 6,00,00,000 tickets via the web, mobile and various bus agents. Red Bus operated on over 80,000 routes and associated with 2300 reputed bus operators. Today you can book a red bus ticket at over 30,000 + outlets.
Founder of Red Bus Phanindra Sama during his Diwali vacation at 2005 was on the way to his hometown Hyderabad. Making the plan in last moment left him with a single option to take a bus and to reach his home.
He roamed the whole city and looked everywhere for a bus ticket, but it was all tickets sold and no more seats available before he reached to travel agencies. He then realised some significant issues with the existing model.
Travel agents don’t have all the information regarding all the possible bus operators. This travelling leads to a gap between customers and travel agencies, And customer’s needs to take a decision based on limited information. Most of the travel agents were not able to sell return bus tickets.
How has Big basket changed the online grocery marketplace? Same as this process why not online ticket booking can create. It was the time when
Phanindra thought about the opportunity to solve the issue by laying out all the information on a platform where customers can access quickly and take better decisions.
Red Bus started in August 2006 with INR 5,00,000 which was the savings of three founders. Operations and all the work began from a room of his house which was so called their office. When the prototype was ready, they went to bus operators and tried selling it to them, but the bus operators not even willing to take it for free. Then they went to TIE Bangalore with their business plan. TIE allotted them three mentors to advice in the project.
The first year was not a full year, and they did INR 50 lakh worth of business in the first financial year. There were no profits.
The second-year till the end of the financial year 2008, it was a huge success. The turnover was INR 5 crore.
In 2009 company grew six times and the turnover was INR 30 crore. In March 2010, the company had INR 60 crores turnover.
Today, Red Bus has more than two crore users, 30,000 + outlets, 80,000 routes and 2300 bus operators belonging to 24 states apart from road transport corporations of 5 states, and 16000 daily uses.
In mid of 2015, Ibibo group rolled out Red Bus in Singapore and Malaysia, with this launch, Red Bus is now available for travellers to book inter-city bus tickets between Singapore and Malaysia, and intra-city tickets within Malaysia.
The brand uses a line of attack as self-promotion. The posts not aimed at customer engagement as such since most of the social media posts are focusing on the features of the brand. The content box includes creative with fresh copies, highlighting the benefits and advantages of Red Bus.
Red Bus Facebook page has a massive of 1,000,000 fans with an average like of 500 people on a post; It also has more than 5000 followers on Twitter. It engages the customers with various offers through the platform. Over its LinkedIn page, the company sees a crowd more than 24000 followers.
The high market research on the idea, strong technical background that can use for the idea implementation, innovative business plan, mentors, aiming for the customer satisfaction, update of the work process and above all the cases first ever idea to implement in India made Red Bus is a successful organisation.
As a result of this internet age, adopting Digital Marketing creates trending changes in businesses. Not only increase in sales force we can reduce the expenses incurred in promoting via campaigns on digital marketing. Finally, it created brand awareness and built a brand image in an adequate time and instant results.