Ford Asia case study ( purchase case study from Harvard publishing)

Ford asia from Prasad Kulkarni

Course content of digital marketing

Course content of digital marketing:

1. Social media strategy

2. Marketing on facebook, Twitter, linkedin Instagram, we chat  and whatsapp

3. Content development and execution.

4. Search engine optimization.

5. Personalization.

6. Affiliate marketing

7. Social media based customer engagement, experience and service .

8. tagging and tracking.

9. App based marketing.

10 Non app based mobile marketing.

11. Attribution modelling.

12. Social media budget preparation and allocation.

13. Influence marketing.

14. text clouding, sentiment analysis, Social ROI, and page profile.

15 search advertising.

16. New business models in the digital markets.

17. viral marketing and community development.

18 .omni channel marketing.

19. reputation management.

20 earned and integrated media.

Marketing strategies of Indian companies in Zimbabwe

Zimbabwe an African country stands at 122 rank for export and 120th largest importer in the world
1. Medicaments:

It includes steroids, antibiotics, aldehydes, phenolics and heavy metal salts.

The drugs in zimbabwe are sold on higher prices through the country has adopted drug price control in 2004.
The overall pharma market is dominated by Indian companies.

80% of the drugs in Zimbabwe comes from India.

The indian company Shreya invested in Zimbabwe's CAPA.

Ranbaxy and ICPA have too entered Zimbabwe market. Ranbaxy have agrrements with local companies to produce ARV's.

2. T -shirts

3.  frozen meats

4. Construction : Indian public sector companies like Indian Railway Construction Company (IRCON), Rail India Technical & Economic Services (RITES), Water and Power Consultancy Services (WAPCOS) and Telecommunications India Ltd. (TCIL) had a successful history of engagement with Zimbabwe.

5. PIrrigation: Kirloskar and jain irrigation are the two major suppliers to Zimbabwe.

6. Tyre: Indian company Apollo invested in Dunlop Zimbabwe for producing and marketing tyres.

7. Water supply: Technofab Delhi has got contract for water services in Harare.

8. Ash plant; Indian company Indure got the contract for ash treatment facility.

9. Varun beverages of India will be setting up bottling plant in Zimbabwe.

Most popular social media vehicles in India OR top 10 social media vehicles.

1. WhatsApp
2. Facebook
3. LinkedIn
4. Twitter
5. Instagram
6. Pinterest
7. Foursquare
8. Periscope
9. Google+
10. Reddit

What is affinity analysis?

Affinity analysis is a
1. data mining technique
2. It is used for market basket analysis
3. It depends on association rules.
Example: A person who goes to food bazaar in a big bazaar market likely to buy beverages.
Example; a customer who buys shampoo may also buy conditioner.
Example; A person who goes to the bank may also interested in insurance and mutual funds. thus marketers like Karnataka Bank sells MetLife insurance products and sell LIC's mutual funds.

What is Omni channel retailing?

OMNI CHANNEL RETAILING

Definition: Providing similar user experience across the multiple channels of the retailer is called as omni channel retailing.

Difference between Multi channel retailing and Omni channel retailing
Multi channel retailing are different channels used by the retailers. To illustrate , A retailer uses a physical store to sell the merchandise and also uses online website to sell the merchandise.
Omni channel retailer also uses both physical store and online store.
However, the major difference is in multi channel retailing the integration between a physical store and online store does not happen. In  case of Omni channel user experience in both physical and online stores are same.

Omni-channel retailing includes

1. Retaining through offline stores ( Bigbazaar)
2. Retailing through online store ( Bigbazaar direct)
3. Retailing on mobile and
4. Retailing via apps

Different types of marketing

Types of marketing

1. Guerilla Marketing

• Advertisement strategy.
• Promoting the products in an unconventional way.
• High level of creativity required.
• Promotions are conducted in public places.
• Popularized by Jay Conrad 
• This technique mostly practiced by small firms.
• The limitation of this tactics is its metrics.
• Types of guerilla marketing are ambush marketing, viral marketing, buzz marketing, stealth marketing, ambient marketing, grassroots marketing, wild posting, and street marketing.
• prominent examples are Sony Ericsson's undercover campaign, Coca-Cola's happy machine campaign, and Nokia's Avestruz campaign.

2. Ambush Marketing

• The concept was popularized by Jerry Welsh.
• To illustrate , Jio is the sponsor for the cricket tournament and pay the hefty sum to the organizer. Vodafone advertises it as unofficial sponsor of cricket fan and associate with the event.
• This association with the event unofficially by a non sponsor company is called as ambush marketing.
• This type of marketing is the violation of intellectual property rights.

3. Turbo Marketing

• It emphasis on selling new products
• Alignment with sales and marketing is necessary for the success of turbo marketing
• The turbo marketing focuses on continuous genration of leads to the company. They convert this leads into sales . The new leads will optimize the sales cycle. This process should be continuous.
•  the concept focuses on four types of offers. They are better offer, cheaper offer, newer offer, and faster offer.

4. Affiliate marketing
5. Contextual Marketing
6. Metaphor marketing
7. Neuro Marketing
8. Destination Marketing.
9. Business to Business marketing
10. Virtual Marketing
11. Peer to Peer marketing.
12. Business to consumer marketing
13. Social Media marketing
14. E- marketing
15. Rural Marketing
16. Not for Profit marketing
17. Affinity marketing
18. consumer to consumer marketing.

t test , ANOVA , correlation and regression analysis using Excel

Many researchers suffer from their institute not having statistical packages for data analysis. Don't worry. One can do most of the statistical analysis using Excel only. You will get a similar output as in the SPSS.
The procedure for testing a hypothesis is given below:

Step 1: Check your Excel have a data analysis option in Data for MS excel

Step 2: If you dont get data analysis in the data view go to top of the excel window button and press it.

Step 3: Click excel options and window will appear like this

Step 4: Now click on add Ins on the left side and select analysis tool pack

Step 5: Down you have manage and click on the Go and you will get window like this

Click ok the first screen of this post will appear. Now,click on data analysis and proceed with any hypothesis testing.

Next post I will discussion how to do hypothesis testing using Excel in detail
Thank you

Sample Size calculation

Sample size calculation:

Scenario 1: I don't know neither population mean, population standard deviation nor sample mean and sample standard deviation.

Use the Slovins formula


Sample size = N/ ( 1+N(e)2)

Example:

Say, There are six lakh households in city X and you would like to find monthly grocery purchased by these households. You would like to find the sample size for your research. You would like to allow 5% error in the research. Then sample size should be calculated as below

Sample Size = 600000/ 1+ 600000( 0.05)2
                    = 399.73
                   =  400 samples are required for the research.

For further details contact ; prasadkh90@gmail.com

Sample Size calculation using Excel

Can we calculate sample size using Excel? Yes.

Sample size can be calculated using a confidence  function in excel and followed by Goalseek function   with What if analysis of Excel.

Please do mail me for further clarification at

prasadkh90@gmail.com