2) Mindshare launched the HSBC Premier Mobile Handset for the HSBC Premier re-launch. Bluetooth kiosks were created at the international airports. Users could download tools like travel genie, branch locator, fight scheduler and currency converter. As a result, there were 14,500+ leads across eight airports in India and 2900 customers converted to HSBC.
Reference:-
Title: Smart Banner Marketing
Source: Jim A Zimmermann
Turning Visitors into Customers
Effective marketing strategies to turn people who visit a website into customers are based on developing a relationship with the visitor so they feel that they will receive a personal benefit from buying the product or service on offer. This may be through the development of an email mailing list that focuses on the buyer’s needs. Other options include the development of online blog or creating article content that supports the business and provides information and support for the products or services sold through the blog.
This personalized and targeted approach to marketing has been proven to retain existing customers and attract new ones. Businesses that employ the services of Internet marketing specialists have seen an immediate increase in website traffic and greater sales profit due to increased Internet sales.
When a potential customer searches the Internet for a product or service, they will be directed to websites that have optimized their sites to be easily found by searchers. The steps involved in creating an optimized webpage are only the start of a good Internet marketing strategy. A marketing service that offers value for money and an effective approach to marketing will tie design, advertising, customer service and sales into a package. In addition, an excellent service provider will plan for and implement strategies to turn the visitors of a website into customers who remain loyal to the business, returning often to purchase products or services.
Most people involved in the business world today understand the importance of a presence on the Internet. In a world that is increasingly reliant on technology, the edge for most businesses is their Internet presence and advertising strategies, which enable them to market their products to the widest possible audience. Some businesses create their own websites and develop their own advertising campaigns, but others are increasingly turning to an Internet marketing service to do the hard work for them, leaving them free to focus on customer service.
Are digital activities translating into sales? While there is no way we can directly measure this, these activities certainly build a certain measure in the mind of the consumer. For instance the Axe brand aims to be perceived in a certain way and these activities are definitely helping the brand achieve this.
Reference:-
Title: Effective Online strategies
Source: Bruce Stewart
AXE CLICK CAMPAIGN
The axe undertook the click campaign in 2006 to promote its new fragrance “CLICK”. It was a pan-global campaign which was mainly targeted at young males. Their main objective was to start a social phenomenon called “Clicking”. The device used in this campaign was a clicker which was basically used for counting. It was distributed to the axe users around the world to keep a count of the girls they get along with. This campaign was well supported by the Axe websites. It proved to be a virtual world where guys could gather and share the information regarding “clicking”. This campaign was implemented in two phases. In the first phase a small teaser site with the name of www.clickmore.com was launched. Its main aim was to generate excitement around this campaign and encourage males to use clickers. In the second phase full site was launched with additional features of an interactive game and downloads. In order to encourage competition among the users, each week top 'clickers' for each country have their name displayed on the weekly leader board. The top clicker of the week wins a prize and is also recognized in the hall of fame. This campaign turned out to be huge success with its website registering 2 million visitors. Moreover, this successful campaign was used as a central theme in newer markets like India, Thailand, The Philippines and Puerto Rico. The Click campaign is an apt example of successful interactive marketing which directly engaged its consumers with the brand although in a virtual world of internet. This campaign also used the sales promotion tool of contest which drew a quicker buyer response while adding value to the consumer by instilling more confidence in him. The campaign is also a good example of 360 degree marketing as TV commercials and events also supported this campaign along with the usual tools of interactive marketing.
Reference:-
Title: AXE CLICK CAMPAIGN – Online Campaigning
Source: Dr. Ralph F. Wilson
Both Unilever brands Axe and Rexona Men have category expertise and heavy media-support. Axe successfully covers the territory of fun-masculinity, Rexona Men benefits from the brand's long efficacy competence. When the Nivea For Men Deodorant was losing out on its market share, the basic challenge for deodorant is communication campaign which can be persuade target to think about brand differently & make use of marketing budget far lower than Unilever brands. The deodorant market, as an FMCG market, is promotion driven. The topic chosen for media communication was action, fun, masculinity. Phase 1 reached opinion-leaders, 4-6 weeks before the ATL kick-off. The objective was the acquisition of new users in relevant media, such as online (e.g. online game, registration of interested people, share with friends etc.). The "Silver Protect" opinion-leaders served as multiplications among their peers and started the word of mouth about new NIVEA FOR MEN Silver Protect Deodorant. This worked as a viral marketing tool for promotion of Deodorant along with Television promotion. The allocation of budget was as 71% for TV, 9% for online promotion & other medium. Phase 2 focused mainly on mass communication campaign, all information about campaign was communicated to people through daily updating of activities through photos through banner marketing in websites of lifestyle-, sports- or car. The campaign immediately attracted a lot of attention among core target group. Through showing action, competition and fun, Nivea for Men Deodorant for the first time managed to convey masculinity as well as innovation and efficacy. With the Silver Protect communication launch, promoters managed to overtake main competitor Axe and become No.1 in Germany and Italy. The campaign pushed NFM Deodorant to reach its highest ever market share. All this was achieved despite a media budget far lower than those of competitor brands. The campaign has gained real ground in consumers minds, hearts. Its success was such that other NFM ranges (e.g. bath care, shaving and shower) took over the campaign idea for their own category communication.
Reference:-
Title: NIVEA FOR MEN Silver Protect Deodorant - Big Ball Running
Source: European Association of Communications Agencies
Issue: Entrant, 2010
Not only does the marketing element have to be effective in generating sales, it must also reach a sufficient number of people so that the effect can influence aggregated volume at either a national level or at the regional level. This isn't a problem for TV, which often reaches 70% of the target population within a week, but it is a problem for one-to-one marketing programs that reach relatively small numbers of consumers. Multiple variables correlate with sales impact and the model therefore attribute sales increase to advertising when a variable outside the model may be causing the sales. In the fall of 2002 Information Resources, Inc. (IRI) and Unilever stood on stage at the Advertising Research Foundation Conference and shared results of a comprehensive fifteen-week advertising effectiveness study covering eight brands. Their finding: Online advertising does produce offline sales. For the eight CPG brands studied, purchase volume increased by 6.6% on average among those exposed to Online advertising. In October 2000 Forrester, in partnership with IRI, released their first study based on work with Procter and Gamble. The results showed a 19% increase in sales volume among those exposed to Online advertising for their snack food brand Pringles. The research conducted by author is telling that online marketing with website promotion definitely helps product to have offline sales with online marketing. Marketers also need to know how online fits into the marketing mix – knowing that Online can drive sales doesn't answer the critical question of marketing mix allocation. Furthermore, marketers also consider both attitudinal branding affects and sales impact.
Reference:-
Title: Cross media optimization. Measuring sales and branding across media
Author(s): Rex Briggs
Source: ESOMAR
Issue: Cross Media Conference, Geneva, June 2004
HOW TO SELECT RESPONDENTS FOR CONDUCTING MARKET SUREVEY ?
A key consideration in conducting survey research is how to select the respondents to be surveyed .One approach is to conduct a census, which is an attempt to gather information about everyone or everything in a population of interest. An example would be the government conducting census in which survey is done in every household in the country. Conducting a census would be unusual in fields such as political science, public opinion or sociology where the populations being studied are typically large and fluid therefore costly to contact.
Most researchers, however , are satisfied with a sample from a population rather a census. Sampling is usually cheaper and easier than conducting a census. Samples fall into two broad categories – probability and non probability samples. Non probability samples are called informal samples, convenience samples or model samples which is a sampling based on broad assumptions about the distribution of survey variables in a population. Less technically, non probability samples rely on something other than probability theory to determine which potential respondents called sample elements to include. Sometimes it is serendipity as in case of TV poll wherein it is asked who should be the next football coach. One common non probability sample is quota sample. In a quota sample, the researcher decides in advance what percentage of respondents should have particular characteristics – men and women; professionals and non professionals; republicans, democrats, and independents. Respondents are recruited or chosen until those quotas are filled. The quota sample is but one type of non probability sample. A drawback of a non probability sample is that it’s not possible to estimate how representative the sample is of a population of interest. That’s significant limitation if the goal of research is to draw generalizations about social phenomena in a population. Still, management research often lends itself to non probability sampling because it can be impractical to use more complicated and expensive probability sampling techniques. With non probability sampling the degree to which sample is representative of the population of interest can’t be estimated. But a probability sample of either journalists or newspapers would likely have included respondents scattered across the country or would have involved newspapers reluctant to cooperate with this research.
Though more difficult to execute, probability samples often are worth the extra effort because they allow researchers to make stronger claims about the representativeness of the sample. A probability sample is one where any single element of a population potentially has a known, non zero probability of being included. A simple random sample , for example is one well known type of probability sample. In a simple random sample each element in population has an equal chance of being included in the sample. The estimates are based on probability theory which can be employed as a tool in data analysis if the researcher has used a probability sample. If the probability sample is drawn properly it’s highly likely to produce extremely accurate estimates of the characteristics that the researcher wants to measure in the population of interest. In others words the sample is likely to be representative of that population. Probability samples are excellent ways to gather accurate information about large populations – firms, programs, advertisements, individuals without having to talk to or examine each and every element present in the population.
Methodology
Introduction
In our market research of need of separate website for Wildstone Body-spray and Perfume, we are intending to follow non-probability sampling methods like convenience sampling and judgment sampling.
Sampling
Our target audience is male segment of age 16-35 years who fantasize of becoming more appealing to young girls and wants to socialize among people of the same likings belonging to the same age group through the medium of internet; we intent to send our questionnaire to those male members mentioned earlier using our email accounts and through various social networking sites like orkut, facebook, twitter and other similar sites. In this case we assume the fact that only men of that age group will be interested in this kind of website.
The main advantage of our market research is that it is easier to do using internet and social networking sites, where mostly people from these age groups visit. Our entire group members, being in this age group, can understand easily how to set the questionnaire and the intentions of the respondents. Also the “friends” in our email accounts and social networking sites fall in this age-group. So we get a huge base of probable respondents beforehand.
Our major strength, in turn, could be our major weakness in market research. Our market research is completely dependent on internet media. So it is not in our hand how the people will respond after having their busy schedules. To overcome this problem and to maximize the number of responses, we have planned to interview people of various colleges and others from our friend circle by having face-to-face conversations telephone as much as we can.
Scaling
We have used 5-point scaling as because our target audience is young generation of male community and the sole behavior of this century is fast and impatient life. Being young, the target-respondents have less time to response. So we stick to 5-point scaling as it does not take too much time and stress of thinking. And for this reason only, we avoided long questions and long answers in most of the questions.
Quantitative Methods
Our main aim is to get feedback from the respondents how they are thinking of launching the new website of Wildstone and the probable content of the website. Around 12-13 such questions have been asked through the questionnaire and based on the responses we will decide whether launching the new website will be profitable or not (based on the financial analysis of this project of website launching). And if it is profitable, what could be added on the website to promote our product. The questionnaire is added as an appendix.
Qualitative Methods
Our market research is based on interviewing through online media and various social networking sites like orkut, facebook etc. As our market research is based on internet marketing, so it is quite relevant to do market research through online media. Other than that, as we mentioned earlier, we are also planning to do a little bit of market research in face-to-face interviews and interviews through telephone.
Analysis & Result
Introduction
In our market research of need of separate website for Wildstone Body-spray and Perfume, we are intending to follow non-probability sampling methods like convenience sampling and judgment sampling.
Sampling
Our target audience is male segment of age 16-35 years who fantasize of becoming more appealing to young girls and wants to socialize among people of the same likings belonging to the same age group through the medium of internet; we intent to send our questionnaire to those male members mentioned earlier using our email accounts and through various social networking sites like orkut, facebook, twitter and other similar sites. In this case we assume the fact that only men of that age group will be interested in this kind of website.
The main advantage of our market research is that it is easier to do using internet and social networking sites, where mostly people from these age groups visit. Our entire group members, being in this age group, can understand easily how to set the questionnaire and the intentions of the respondents. Also the “friends” in our email accounts and social networking sites fall in this age-group. So we get a huge base of probable respondents beforehand.
Our major strength, in turn, could be our major weakness in market research. Our market research is completely dependent on internet media. So it is not in our hand how the people will respond after having their busy schedules. To overcome this problem and to maximize the number of responses, we have planned to interview people of various colleges and others from our friend circle by having face-to-face conversations telephone as much as we can.
Scaling
We have used 5-point scaling as because our target audience is young generation of male community and the sole behavior of this century is fast and impatient life. Being young, the target-respondents have less time to response. So we stick to 5-point scaling as it does not take too much time and stress of thinking. And for this reason only, we avoided long questions and long answers in most of the questions.
Quantitative Methods
Our main aim is to get feedback from the respondents how they are thinking of launching the new website of Wildstone and the probable content of the website. Around 12-13 such questions have been asked through the questionnaire and based on the responses we will decide whether launching the new website will be profitable or not (based on the financial analysis of this project of website launching). And if it is profitable, what could be added on the website to promote our product. The questionnaire is added as an appendix.
Qualitative Methods
Our market research is based on interviewing through online media and various social networking sites like orkut, facebook etc. As our market research is based on internet marketing, so it is quite relevant to do market research through online media. Other than that, as we mentioned earlier, we are also planning to do a little bit of market research in face-to-face interviews and interviews through telephone.
Decision of number of clusters
In the Agglomeration Schedule we can see in step number 49 the coefficient becomes 1.5 times than step number 49. Both these steps have 2 clusters so we can say a 2 cluster solution is appropriate.
Dendrogram using Ward Method
Rescaled Distance Cluster Combine
C A S E 0 5 10 15 20 25
Label Num +---------+---------+---------+---------+---------+
44 ─┐
45 ─┤
43 ─┤
6 ─┼─┐
41 ─┤ │
2 ─┤ │
40 ─┤ ├─┐
4 ─┘ │ │
26 ─┐ │ │
37 ─┼─┘ │
10 ─┘ ├───────────────┐
8 ─┐ │ │
34 ─┼─┐ │ │
14 ─┘ │ │ │
28 ─┐ ├─┘ │
31 ─┤ │ │
23 ─┤ │ │
25 ─┼─┘ │
16 ─┤ │
32 ─┤ ├───────────────────────────┐
12 ─┤ │ │
22 ─┤ │ │
50 ─┘ │ │
48 ─┬─┐ │ │
49 ─┘ ├───────┐ │ │
1 ───┤ │ │ │
3 ───┘ │ │ │
17 ─┐ │ │ │
19 ─┤ ├─────────┘ │
15 ─┼─┐ │ │
35 ─┘ ├───┐ │ │
7 ─┐ │ │ │ │
20 ─┼─┘ ├───┘ │
18 ─┘ │ │
21 ───────┘ │
24 ─┐ │
29 ─┼─┐ │
9 ─┘ ├─────┐ │
11 ─┐ │ │ │
39 ─┼─┘ │ │
33 ─┤ │ │
36 ─┘ ├───────────────────────────────────────┘
13 ─┐ │
27 ─┼───┐ │
5 ─┘ │ │
38 ─┐ ├───┘
46 ─┤ │
30 ─┼─┐ │
42 ─┘ ├─┘
47 ───┘
Interpretation and profiling of clusters
From the Final Cluster Centers table we see that variables V1, V2,V3,V4, V5 and V6 has higher values in cluster 1 which means we can profile these group of people as “interested in application related to after effect of Deo and Deo related information” . Again we can see that most of the variables have higher values in cluster 2. So we take 5 as our cluster forming value and this cluster contains variable V8, V9, V10 and V11. This cluster is of people who are “interested in internet marketing”.
Discussion
We started with choosing 50 cases with values of 11 variables on basis of 5-point liker scale. First we did hierarchical analysis using Ward’s method. From the Agglomeration Schedule we found that 2 cluster solutions are most appropriate for these cases. Then we did non- hierarchical analysis using k-means method with 2 clusters as input. We got the final cluster centers table in output. From this table we profiled the two clusters as
- Interested in application related to after effect of Deo and Deo related information
- Interested in internet marketing
So cluster analysis helps us to target two kinds of audience and project our website towards them.
Factor Analysis
Kaiser-Meyer-Olkin Measure of Sampling Adequacy: From our data we get the value of 0.618 which is greater than 0.6, it means that the measurement is accurate.
Bartlett's Test of Sphericity: This tests the null hypothesis that the correlation matrix is an identity matrix or not. Taken together, these tests provide a minimum standard which should be passed before a factor analysis (or a principal components analysis) should be conducted. Our data fulfill the minimum requirement.
Communalities: This is the proportion of each variable's variance that can be explained by the factors.
Extraction: The values in this column indicate the proportion of each variable's variance that can be explained by the retained factors
Initial Eigen values - Eigen values are the variances of the factors. Because we conducted our factor analysis on the correlation matrix, the variables are standardized, which means that the each variable has a variance of 1, and the total variance is equal to the number of variables used in the analysis=12
Percentage of Variance - This column contains the percent of total variance accounted for by each factor.
Cumulative Percentage - This column contains the cumulative percentage of variance accounted for by the current and all preceding factors. For example, the 10th row shows a value of 99.563. This means that the first 10 factors together account for 99.563% of the total variance.
Total Variance Explained
Component Score Coefficient Matrix
This is the factor weight matrix and is used to compute the factor scores
Component Score Coefficient Matrix
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Component Score Covariance Matrix
Limitations and new research:
As we perform analyses using 50 data only, there might be change and modifications if the target audience size increases. So regression with much bigger responses can improve the result. The ratings given by users may be biased sometimes. Apart from that there is not much more limitations.
Limitations and new research:
As we perform analyses using 50 data only, there might be change and modifications if the target audience size increases. So regression with much bigger responses can improve the result. The ratings given by users may be biased sometimes. Apart from that there is not much more limitations.
Conclusion
So From above analysis we have concluded that Wildstone should go for internet website which gives information & helpful to the customers to understand the & associate the brand.
Biblography
- Title: FMCG Online: Making It Happen ,Author(s): Jo Mason, Source: Admap
Issue: January 2002, Issue 424
Apendix
Questionnaire:
(Only males are supposed to respond to it.)
- How old are you?
- <16
- 16-20
- 21-25
- 26-30
- 30-35
- >35
- What is your choice of Deodorant?
- Wildstone
- Reebok
- Axe
- Adidas
- Cinthol
- Park Avenue
- Dove
- Old Spice
- Other – Please mention ……………………
- I don’t use
- Have you ever visited the Axe Effect website?
- Yes
- No
- What do you feel about the the presence of tips on dating and looks in the website?
- Love it
- Like it
- Indifferent
- Don’t like it
- Hate it
- Would you like to listen to our advice on sticky sexual situations in the site?
- Love it
- Like it
- Indifferent
- Don’t like it
- Hate it
- What do you feel about the website applications to know your flavor of deodorant?
- Love it
- Like it
- Indifferent
- Don’t like it
- Hate it
- Would you like to have Games in the website?
- Love it
- Like it
- Indifferent
- Don’t like it
- Hate it
- Would you like to have Dating Games in the website?
- Love it
- Like it
- Indifferent
- Don’t like it
- Hate it
- What is your view on presence of Virtual blind date in the site?
- Love it
- Like it
- Indifferent
- Don’t like it
- Hate it
- Will you want to get a chance to be male of the month based on your pictures and wild act?
- Love it
- Like it
- Indifferent
- Don’t like it
- Hate it
- What do you feel about the following statements - sharing an incident that happens due to your body-spray and win prizes or discount coupons for best entry every month?
- Love it
- Like it
- Indifferent
- Don’t like it
- Hate it
- Would you want to rate the Wildstone advertisements?
- Love it
- Like it
- Indifferent
- Don’t like it
- Hate it
- What do you feel about helping in survey about the products of Wildstone and win prizes through luck draw?
- Love it
- Like it
- Indifferent
- Don’t like it
- Hate it
- How much impact the promotions on various products in internet media have on you for buying that product?
- Very High
- High
- Indifferent
- Low
- Very Low
- Would a chat/discussion application on a deodorant site draw you more to the site?
- Yes
- No
- Can’t say
