The joke goes back to when we were engineering students. A highly respected professor, who inspired awe in Mechanical Engineering students had just finished teaching concepts of IC Engine and left for home in his car. The car unfortunately broke down near the hostel, and the professor had to arrange a mechanic. It was a strange sight of two types of experts - one who probably know all about the mechanics of a car engine but could not figure out what was wrong with his own car, and the second(mechanic) - who knew how to get the car started, but probably knew little about the calculations of valve timing or the firing sequence of cylinders. Paradox, isn't it? Digital Marketing today has exactly these two types of 'experts'. Unfortunately, the industry needs practitioners one can interweave conceptual understanding backed by hands on expertise on tools and techniques - knowing one of the two is not enough.
It is with this intent that we subjected students of Martech career track at Jagdish Sheth School of Management to a Performance Marketing Exercise that has just concluded. As part of a very popular Brand Management course offered by Prof Anand Narasimha, student groups had developed innovative concepts of brands just sometime back.
|
Group |
Brand |
Target |
Descriptor |
Tagline |
Persona |
|
1 |
KICKSPIRE |
Young amateur
sports enthusiasts who dabble in a variety of sports |
Shoe with
interchangeable soles |
Switch Soles.
Switch Sports. |
Versatile.
Sporty. Vibrant |
|
2 |
MEASURE- IT |
Busy,
on-the-go people who have limited time for daily household chores |
Tracking
device for daily essentials |
Measure it,
to remember it. |
Simple.
Convenient. Homely |
|
3 |
PET LUXURE |
Pet parents
who like travelling and frequent getaways |
Travel
solution for pets |
Pet-Set-Go! |
Caring.
Comfortable. Committed |
|
4 |
BLISS |
People who
are ‘experience seekers’ when it comes to personal care products |
The 3-in-1
bathing experience |
Cleanse.
Exfoliate. Nourish. |
Pampering. Personal.
Sensorial |
|
5 |
HANGOUTS |
Young people looking
to socialize and have a good time, on a budget |
Deal locator
app for pubs |
Tap to chill |
Fun loving. Socially
active. Pocket friendly. |
|
6 |
FRIZZON
BOTTELA |
Adventure
lovers who enjoy off-the-beaten-track outdoor activities |
Self-Refilling
water bottle |
Hydrate
Anywhere! |
Rejuvenating.
Adventurous. Explorer |
|
7 |
HAIRISTIC |
People who
constantly obsess about the health and looks of their hair |
The smart
hair brush |
The art of
smart haircare |
Healthful.
Stylish. Creative |
|
8 |
VR MARSALA |
Food
aficionados who enjoy unique dining experiences |
Virtual
reality dining experience |
Dine around
the world |
Imaginative.
Immersive. Exotic |
|
9 |
SMARTMET |
Bikers who
love to take long rides and explore their surroundings |
The smart
helmet |
Ride Easy.
Ride Safe. |
Protective.
Carefree. Inventive |
|
10 |
SUITSME |
Frequent
leisure and business travellers |
The
intelligent suitcase |
Sets you
free! |
Liberating.
Smart. Buddy |
The teams were regrouped for the Performance Marketing Exercise - to do a full simulation of launching the brands digitally from an absolute scratch. We asked them to imagine themselves as digital marketing heads of their respective brands. They decided their own objectives for their own brand, that involved wearing the marketing hat, and then structuring a digital mix that would lead to it. That in a nutshell involved setting up a screen responsive website with an intended user experience, creating social handles, and above all, creating matching content. They also integrated Google Analytics. Under the hood, the teams registered domains and bought server spaces. All but one teams setup WordPress based and SSL enabled websites. They further carried out audience research of Facebook ads and Google Ads, and even created email campaigns, that they ran to a limited extent. Some teams actually ran Google ads. As part of SEO efforts, these websites were submitted to Google in the right way using GSC and they were indexed in no time. We capped up the PME with a brief overview of Marketing Automation in the form of a demo.
The PME has lasted about eight weeks. In eight weeks, the teams were also able to demonstrate integrat the traffic data in Google analytics, including campaign specific traffic that they were able to trap using UTM. Here are the websites and the social properties of the brands(in no particular order). If you are lucky enough you might even find embedded videos featuring the students themselves!
Do check out!
|
Group |
Brand |
Logo |
Website |
Under the Hood |
Social Presence |
|
1 |
KICKSPIRE |  |
kickspire.co.in |
CMS - WordPress Theme - DIVI ; Plugins - Duplicator, All in one SEO, Official Statcounter, SSL |
|
|
2 |
MEASURE- IT |  |
|
SSL,WordPress, Elementor, Yoast SEO, Cloudflare, Contact Form 7, Duplicator, Statcounter |
Facebook |
|
3 |
PET LUXURE |
|
|
Adobe XD with Quest AI, SSL |
|
|
4 |
BLISS |
|
|
Wordpress, DIVI 5.10, Yoast SEO,SSL, 10Web Social Photo Feed, Statcounter, CloudFlare, Duplicator |
|
|
5 |
HANGOUTS |
 |
|
WordPress, Themes-divi, wpbakery Plugins-smart sliders, SSL flexible SSL, contact form 7 |
|
|
6 |
FRIZZON
BOTTELA |
|
WordPress, SSL |
||
|
7 |
HAIRISTIC |
|
|
WordPress, NicePage - Theme , plugins - Duplicator, Yoast SEO, Nicepage, Monsterinsights, SSL |
|
|
8 |
VR MARSALA |
|
WordPress, Divi, monster insight, stat counter, SSL |
||
|
9 |
SMARTMET |
|
|
Wordpress, Dark press Theme, Plugins: Duplicator, Header footer code manager, Mobile menu, Statcounter, WP Encryption - One Click SSL & Force HTTPS, XML Sitemaps, Yoast SEO, SSL |
|
|
10 |
SUITSME |
|
WordPress, Elementor, Duplicator, All in One WP Migration | Facebook |
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