Project – We Like

Created by Anurag Golipkar

1. We Tube
 1.Dimensions of Advertising
Mrs. Veena Bedekar has explained how Advertising plays an important role to get more
business. Advertising is equally as important as Sales and Marketing. Advertising makes
brand awareness by making business popular by marketing it online (social media, digital
marketing, email marketing etc.) and offline media (outdoor ads, billboards, radio, ads on
buses and rickshaws etc).

She has highlighted following points of advertising:

Misconception & Hesitation: Some marketers think that spending on print, radio,
outdoor, tv ads are costly and are short term which don't provide good ROI because they
don't know the impact advertising on business.
Importance of Advertising: How advertising is important to make brand popular and
increase revenue by effective media planning by targeting users by age group,
geographical area, gender, language etc.
Meaning of Advertising: It starts with market research to find target customers,
competitors, demand of customer, demand & supply in the market, scope of business
etc.
Medium of Advertising: Advertising Stationary (visiting cards, letter, billboards etc.), Print
Media (Newspaper, Magazine, Bulletin etc.), Outdoor Media (Hoarding, Bus, Train etc.),
Digital Media (Search Engines, Email, Website, App etc.), Electronic Media (TV, Radio
etc.), Social Media (Facebook, Twitter, LinkedIn, Blog etc.), and Customized or Innovative
Media (Balloon, Mascot etc.)
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 1.Dimensions of Advertising
Media Planning: Media planner chooses effective media which give best ROI and attracts
target customer within the advertising budget. Media planning depends upon product or
services, age-gender, target area, budget, suitable and available medium, and rates of
various advertising mediums.
Advertising Pyramid: The advertising pyramid shows how various advertising mediums
can play an important role at various stages of advertising pyramid.
Logo, Business Name Plate, Stationary plays 100% role in the advertising pyramid which
lies at the end of the pyramid.
Brochure, Flyers, PPT Presentation plays 80% role in the advertising pyramid which lies at
second last stage of the pyramid.
Website, Social Media, App, Bill Board Hoarding plays 60% role in the advertising pyramid
which lies at the third stage of the pyramid.
Events, Exhibitions, Print Media plays on 40% role in the advertising pyramid.
Thus advertising pyramid has show how various mediums plays an important role in the
advertising. These mediums are pillars of advertising which can’t be completely ignore
while advertising.

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 1.Dimensions of Advertising
Role of Advertising Agency: Advertising agency plays an important role in advertising as
they are expert in those fields and they know where to spend effectively to get maximum
ROI. Advertising agency closely monitors each and every penny spent. Agency has already
run various campaigns for their clients earlier and they know which mediums are
effective.
Advertising agency already have professional relations with various ad providers e.g.
outdoor, tv, print, digital, social media, radio, billboard etc. They always get the
advertising proposal at the best cost.

Advertising agency provides following services to advertisers:

• Market Research
• Designing of Advertising Campaign
• Media Planning and Buying
• Execution of Advertising Campaign
• Press Release Services
• Event Promotion
• Brand Awareness
• Brand Development

Conclusion: Advertising is as important as marketing and sales and which can not be
completely ignored as it is necessary to make brand visible and popular.
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 2.Savings Vs Investment
Prof Raj Kumar has effectively explain how Savings and Investment are different from
each other. He is also explained how Investment can provide long term benefit in future
by smart savings.
Savings: Saving is the amount remaining after debiting expenses from income.
Old way of saving
Income – Expense = Saving
New way of saving
Income-Saving = Expenses
He has explain how we are good savers but bad investors. He has also explain how can
we overcome the inflation by properly investing money for future gains.

Inflation: Inflation grows in India at the rate of 9-10% so we have to control our expenses
to sustain the future purchasing power. Inflation eats away our money and reduces out
purchasing power.
Example: Mr. Sharma saved Rs 100 today to buy grocery next year and kept money at
home. Next year cost of grocery increases to Rs. 110 due to inflation so Mr. Sharma has
to add Rs 10 more because money has not grown as inflation so he is bearing a lot of
10%.
Good Example:
Value of Rs 100,000 saved in 1990 is Rs 14,693 in 2013 at 8% inflation rate. It means a
person who saved Rs 100,000 in 1990 and didn’t invest to gain some returns on it is
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actually beating a loss of Rs 75,407 in 13 years.
 2.Savings Vs Investment
Why do we fail in Investment:
• Lack of Financial Literacy
• Ignorance

So we have to invest our money in various assets like equity market, real estate, gold,
insurance policies etc. to cope up with inflation rate. Suppose inflation rate is 10% then
we have to increase our investment at least 10% to sustain the future purchasing power.

Suppose Mr. X is making an FD of Rs 100,000 in SBI at rate of interest 9% and if inflation

rate is 10% then Mr. X is actually beating a loss of 1% on his investment. So Mr. X has to
gain a return of at least 11% to get some gains from investment.

He is given better solution to overcome from this problem by following formula:

Return = Inflation. No Gain
Return > Inflation . Gain
Return < Inflation . Lost

The above example has proved that if we don’t gain at least at the rate of inflation then
we have to bear a loss which can be a threat to our investment.

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 2.Savings Vs Investment
Investment Solution:
• We need to put our savings into productive use by investing it in diversified fields like
gold, real estate, insurance policies, retirement-plans, equity markets, money back
guaranteed plant etc.

• Invest money in the early stage of life. If we start investing money at the age of 20+ then
we would be able to get higher returns in future.

• Young people should take higher risk at they have good risk tolerance/appetite

• Old people should take lower risk by investing in short term investments.

• Our investment should be as per goal/objective not as per market or environment.

• Never invest borrowed funds

• Don’t splurge all what you earn save for rainy day

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 3.Social Media & Pricing Advantage
Prof. Suruchi Yadav has explain about Social Media helps business to grow online. She
has compared Social Media with traditional advertising in terms of reach, cost
effectiveness, speed etc.
Traditional marketing is costly and we can’t target users based on their interest, age, geo
location, mobile devices, qualifications, designation which quite possible through social
media advertising. The cost per enquiry generated through traditional marketing
campaigns are very high if compared with social media marketing.

We can have a mass reach across the globe with social media marketing. We customize
and can have real time monitoring on social media marketing campaigns but it is not
possible with traditional advertising like outdoor, tv, print, billboard etc.

Social Media Marketing can be done through:

Social Networking Sites (Facebook, Twitter, LinkedIn, Google+, Instagram etc.)
• Blog
• Forum
• Press Release
• Question and Answers Sites
• Review Sites
• Video Sites
• Image Sites
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 3.Social Media & Pricing Advantage
Why every business needs Social Media?
Whenever business shares their news through print media, tv, radio, billboards, outdoor
ads then they create only one-to-one conversation i.e. users don’t get authority to
directly comment on their product or services.

Social media quite different than traditional advertising as it creates two way
communication i.e. users directly communicating with company regarding feedbacks and
suggestions so that companies get change to improve their product or services which
ultimately satisfies more consumers.

Every business needs to create their social profiles across social networking sites to
interact directly with consumers. Businesses can ask their consumers about their product
or services by conducting surveys or polls on social media platforms. In this way
businesses get a chance to improve their product or services.

Some companies are getting suggestions from their users by offering them reward which
helps them to make innovative products. Some companies have successfully
implemented such programs on social media platforms.

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 3.Social Media & Pricing Advantage
How companies market themselves on Social Media?
Companies should have social media profiles and then they can conduct a keyword
search on social media profiles to monitor real time conversation happening in their
niche. If companies find that some users are looking for their services then they can
direclty market their products to users. They can get some ROI by investing a small
amount on social media marketing.

Companies can offer discounts on social media platform by asking users to promote their
content on their personal profiles by using post like or hashtags. It helps companies to
reach mass audience.

Let’s see how it happens. Suppose Mr. X has 500 friends and we ask him to share our
content on his wall then the content will be visible to 500 friends and if some Mr. X’
friends like that content and again shared it then content may reach to again thousands
of people. In this way a brand can be reached to mass audience by running a smart social
media campaign. We should reward such users by offering discounts, coupons,
accessories, gadgets etc.

AMEX had run one campaign got mass reach on social media. In this way social media is
become one of the leading advertising platform which can’t be ignored if you want to
become a successful in future.
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 4.Use of Social Media in Marketing
Miss Surashri Shivadavkar is expert in social media marketing has given a wonderful
lecture on how to use social media in Marketing. She has given various tips to make
brand popular on social media by using social networking sites like Facebook, Twitter,
LinkedIn, Google+, Pinterest etc.

She has explained following key points of use of Social Media in Marketing:
• The search for Social Media Marketing
• Choosing the Right Mix
• Resources that brand needs to start on Social Media
• How to get organic fans
• Inaugural Campaign for start ups
• Know your KPIs

Social Media Marketing is done to enhance brand image, drive traffic to the website,
reach buyers, generate sale through engaging content.

She has also explained why social media is important marketing technique which can’t be
ignored. Social media has widespread reach and we can reach mass audience by using
social media platforms effectively.

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 4.Use of Social Media in Marketing
Why social media is important: As per latest survey explained by Miss Surashri
Shivadavkar shown following figures:
• There are 65+ millions users on Social Media
• 60% traffic comes from the 2 and 3 tier cities
• The reach of social media is PAN India
• Social media gives the kind of extensive exposure to your brand
Social networking sites are important part of social media marketing and brand
awareness only can happen at affordable cost if compared with traditional advertising.
Some of the popular social networking sites:
Facebook:
• There are 100+ millions users from India
• 50% of all Facebook users check their page at least once a day
• Facebook is no. one social networking sites and is second popular sites in the world after
Google
Twitter:
• Twitter has 271+ millions active users worldwide
• Users post 500+ millions tweet every day one Twitter
• 78% of Twitter’s active users are on mobile
LinkedIn:
• LinkedIn has 161+ millions professional users worldwide
• It is right place for B2B, Franchise & Tie ups with A Line Executives to build prolific
relation We Tube
 4.Use of Social Media in Marketing
Google+:
Google+ has more than 500+ millions user out of which 359 millions are active users

She has suggested following Social Media Content Strategy:

Promote textual content: Textual content is necessary for promoting company updates,
replying to users queries. We can get content directly from website and should be
qualitative and eye-catching
Visual Content: Visual content is much better that textual content as it attracts many
users at the same time and visual content always gets viral on social media. 80% of users
remember the visual content.
Freebies: Freebies love to get some discount voucher, reward points, accessories. So
running contest on social media can get traction of freebies and they will make our
content viral on social media.
Organic Fans: Organic fans can be generated by inviting users through facebook friends,
G+ contacts, Gmail contacts, LinkedIn connections or by personalized emails.

Social Media Posting Suggestions:

Use Hashtags while creating a social media posts
• Engage yourself in trending topics on Facebook & Twitter to organic fans, followers
• Run content for Freebies
• Ask users reviews for your product or services
• Post viral or informative content to keep user engaged We Tube
 5.Introduction to Retirement Planning
Miss Ekta Thaker is beautifully explain the Retirement Planning that would help many
people like me for planning their future investment. She has explained how anyone can
overcome various situation that will happen in future by early investing EPF and EDLI.

She has explained about many situations that can arise in future like medical expenses
(operations, diseases, treatments etc). She has also explained how employees and
employer can benefit each other by contributing some amount in Employee Provident
Fund (EPF).

She has explain following four steps of Financial Planning:

1.Identify likely sources of Income in retirement
2.Decide on current investment which will create sources of future retirement income
3.Project the income needed to maintain a comfortable standard of retirement planning
4.Adjust the retirement income needed for inflation

She has also explained about factors that affect Retirement Planning:
•Employer provided retirement plan
•Social security measures (which not available in India)
•Taxation Issues
•Insurance Coverage and Investments
•Healthcare Requirement
•Life Expectancy and Change in Lifestyle We Tube
 5.Introduction to Retirement Planning
There are two types of retirement plan i.e. Defined benefit plan and Defined contribution
plan.
Defined Benefit Plan:
• Employees get benefit upon retirement only
• Employer is the contributors to the plan
• Benefits are based on tenure, noly after working for specified period
• Contribution could very time to time because of Inflation
• Regular review is required
• DB plans can require that employees contribute to the plant
Defined Benefit Products:
• Gratuity
• Leave Encashment
• Retrenchment Compensation
• Voluntary Retirement Schemes
• HRA
She has also explain about how Gratuity Tax Treatment follows in India by showing key
formulas.
Government employees have tax exemption on Gratuity amount while Non-Govt
employees have to bear tax if amount is more than Rs 1,000,000.

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 5.Introduction to Retirement Planning
VRS taxation: HRA Calculation:
Following things are exempted from VRS Rent paid over 10% of salary
Taxation: 50% of salary
Amount actually received Actual amount received
Rs 500,000 Salary=Basic Salary
Higher of Two:
a.Completed years of service*3*salary
b.Balance months of service left*salary
But employees has to work for at least 10
years in the same organization and is not
willing to work anywhere else.

Defined Contribution Plan:

Employees get benefit upon leaving the current job
Employees provide most or all the funding by deferring some percentage of the salary
Calculation of EPF:
For Employee
@12% of EPF of salary of every month
For Employer
@12% of EPF of salary of every month but employer’s contribution is bifurcated
8.33% of the salary upto 15,000 goes to EPS & balance to EPF account
1.10% of EPF salary payable by employer We Tube
2. We Lounge
 1.Dr. Avinash Phadke
Dr Avinash Phadke has come from a middle class Maharastrian family from Pune. His
father and grand father was also a doctor and that is why he also wanted to become a
doctor. His father used to run a small pathology in Pune in 1965. He completed his MBBS
from KEM hospital Mumbai. After spending two years in KEM hospital, he want to do
research in Cancer treatment so he joined Tata Cancer Hospital. He did his MD in
pathology from Tata Cancer Hospital. He wanted to make his career in pathology sector
and he then joined his father business in 1985. He started his own pathology and spread
it across 19-20 cities in India. SRL Pathology conducts 20,000 test daily of 6,000 patients
across India.

SRL pathology is also tied up with various government agencies and is also ISO certified
labs. Dr. Avinash Phadke wanted to expand his business across PAN India but couldn’t
manage his own fund so he decided to make a partnership with Mr. Ajay Piramal,
Chairman of Piramal Group. Mr. Ajay Piramal funded the SRL pathology and took a
partnership of 60%.

His is running various pathology labs across India by own and partnering with Piramal
group.

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 1.Dr. Avinash Phadke
Dr Avinash Phadke feels himself lucky because he was guided by various senior doctors
in Tata Cancer Hospital and KEM Hospital. He was also surrounded by expert MD doctors
from KEM and Tata Cancer Hospital. Most of them have already joined SRL Pathology
and working in the R&D department. Dr. Avinash Phadke thinks that their employees are
asset of their companies as job switching rate is only 1-2%. They have employed around
7,000 people across India.

He is working as a mentor and guest lecturer for various medical association and
hospitals in India. His wife Dr. Vandana is a doctor and his son Dr. Ajay has also joined his
business.

Dr. Vandana visits his Shivaji Parks’ lab every day and she personally conducts the
pathology tests for the patients.

Dr. Avinash Phadke started his first lab in Shivaji Park, Dadar. Now he has successfully
created more than 20 labs across India.

Dr. Avinash Padke had a vision and wanted to set-up many labs of SRL pathology across
India but it couldn’t be possible without his family, his subordinate doctors, and investor.

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 1.Dr. Avinash Phadke
What made Dr. Avinash Phadke Successful in Pathology Business:
•A Long Term Vision
•Supportive Subordinate
•Family
•Entrepreneurial Skills
•Mentors
•Consumers Trust

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 2.Manish Chitnis - Capital First Ltd.
Mr. Manish Chitnis has shared the information about his journey in the field of NBFC
(Non Banking Finance Company). He started his career with Orix Auto Finance Limited
and he entered into NBFC Section but at that time Treasury was not a separate
department as it was bundled with Account and Finance department. He had to go into
the market and arranged the credit lines for the company.

In 1996, NBFC were going through the tough time as it was not regulated by RBI but
fortunately RBI regulated all NBFCs in 1998. All NBFC companies got recognized in the
market they got a chance to introduce IPO in the market.

Mr. Manish chitnis moved to L&T finance in 1998 just later the NBFCs regulated by RBI.
He was working in the resource department of L&T finance. He just worked there for 18
months and got a chance to work under L&T Limited company. He got a chance to work
for power plant of IPCl. He wanted to raise fund for this unique power plant and they got
fund from some corporates. He got a chance to learn debt, borrowing and treasury. Then
they formed the treasury as a separate section but there was a risk associated with this
department. They created a set-up for risk management in the treasury department to
keep the regular flow of the money.

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 2.Manish Chitnis - Capital First Ltd.
Mr. Manish Chitnis then moved to Fullerton India Limited in two years and he again
moved to The Massic in 2008 and got an opportunity to head treasury department at
international level. He got opportunity to set-up treasury department with risk
management. He leant so many things from the international market. This company
stared with very poor rating and funds and he moved from large conglomerate to a small
company. It was learning period for him. He made a first deal of Rs 90 crores and rating
got improved to 8+ later. He insisted company rating department why is necessary to run
the company and rating department finally gave them the rating and company started
getting trust from users and investors.

The company’ turnover become Rs. 5000 later and also got good rating. In this way he
helped a small company to grow bigger.

He then joined Capital First Limited (Formally know as Future Capital Holdings) in Feb
2008 and become VP of Treasury department. The company introduced IPO in the market
and which became the successful IPO introduction in the equity market in India after
Reliance Power. They could able to generate Rs 549 crores from IPO.

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 2.Manish Chitnis - Capital First Ltd.
Capital First Limited wanted to serve only customers first by offering various types of
loan to acquire the new customers. They did a research and found that some loans were
not contributing profit to the company so the moved away from many customer oriented
financial services. They also started to finance corporate to set-up their businesses.

They now offer various types of loan:

• Loan Against Property
• Two Wheeler Loan
• SME Loan
• Durable Loan
• Used Car Loan etc.

In this way Capital First Limited got diversified itself into related businesses and made
itself profitable in the NBFC. They have reached to Rs 10,000+ crores of turnover.

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 3.Mr. Mohit Khattar
Mr. Mohit Khattar, Managing Director of Godrej Nature’ Basket which is one of the
Indian’ first, foremost and fastest growing retail chain of food and gourmet stores. He
was President at Subhiksha before joining Godrej Nature’s Basket. He also worked for TI
cycles which is a part of Murugappa Group, Titan Industries Ltd, Reckitt Benckiser India.
Mr. Mohit Khattar has more than 20 years of experience in Sales, Operations, Brand
Strategy Marketing and General Management across Retail, Durables, FMCG and
Lifestyle industries.

He has explain about how the marketing strategies have been changed from past few
years. Brands has to do TV commercials to reach users but now we can reach mass
audience by social media. We can do a customize targeting to users by social media and
other online media. Now distribution channels have been changed. Earlier companies
used to depend on distributing channels to sell their product, now companies can sell
their products through Malls.

He is directing its strategy, business operations as well as managing its expansion. He has
also held positions of importance in Product and rand Management as well as in Sales
Management in companies like Titan Industries Ltd and Reckitt Benckiser India Ltd.

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 3.Mr. Mohit Khattar
He started his career with Reckitt Benckiser India which is an FMGC company and learnt
many things like brand strategy, marketing, sales. He then moved to TI Cycles and
worked there as a manager and had to take care of marketing of various types of cycles
which is a commodity product. He created a brands like Hercules, Ladybird etc.

He joined Godrej Nature’s basket after leaving TI cycles and turnover of Godrej Nature’
Basket was 20 crores. He has completed over 6 years in this company and has improved
the turnover to 220 crores. He is very satisfied with Godrej Nature’ Basket as he is
working in the retail industry. He learns new thing everyday at Godrej Nature’ Basket.

He worked with good bosses and learnt many things from them. They taught him how to
create rapport with other subordinations and how to think from company’ point to view.
He always thinks about from broad perspective i.e. from consumers and own company’
employees.

His has extensive experience in Sales, Marketing and retailing of consumers goods and
services across FMCG, Lifestyle and retails organizations. Mohit is a Mechanical Engineer
and has completed his post-graduation with an MBA in Marketing from FMS, Delhi.

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 3.Mr. Mohit Khattar
Things has made him successful in the retail industry:
•Enthusiasm
•Marketing Skills
•Sales Skills
•Operations Skills
•Supportive Bosses
•Adaptive Nature
•Quick Learning
3. News Wire
 1.HOW TO PLAN ADVERTISING CAMPAIGNS ACROSS MASS MEDIA TO DRIVE BUSINESS GROWTH

Every start up has to gain traction and growth by marketing effectively. Businesses can
bear a huge loss if advertising campaigns are not run effectively. Many start ups are now
investing in digital media for branding. Startups always like to do mass-media
advertising across newspapers, TV and radio for growing reach.

Mass media has limitation while targeting users. We can do customize targeting in
digital media. Newspapers have done innovation by offering full-page jacket ads to reach
mass audience. Many FMCG companies are making use of traditional newspaper
advertising to reach mass audience.

Key insights for Mass-Media Advertising:

Targeting the right customer: It is necessary to target right customers for media
advertising campaigns as one mistake can lead to a severe loss. We need to check
following parameters for targeting right customers:
Age Group: 18-24 years
Gender: Males and Females
Relationship: Couples, Singles
Geographical: urban, rural
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 1.HOW TO PLAN ADVERTISING CAMPAIGNS ACROSS MASS MEDIA TO DRIVE BUSINESS GROWTH

Discerning Media Preference: We need to select right media while targeting users
because there are 120 newspapers, 200 news channels, and 15 radio stations. There are
some types of tools we need to refer while devising a campaign.
•TAM (Television Audience Measurement)
•RAM (Radio Audience Measurement)

TAM was introduced in the market a decade age and it works on the principle of
installed-devices at users' home across the country, on the basis of which they
extrapolate TV viewing behavior of the entire nations.

Leveraging Advertising Innovation: Newspaper jacket advertising was an innovation

which got championed early-on by the e-commerce giants and is now considered a
standard advertising format.

You need to understand the relation between online and offline advertising media while
devising the mass-media advertising. To be a successful advertiser you need to
understand the buyers personal, target age, target area, interest, gender etc.

News Wire
 2.AMAZON INDIA TIES UP WITH VAKRANGEE TO SELL IN RURAL INDIA

Vakrangee is a leading financial and other services provide in rural India. Amazon is one
the leading e-commerce portal in India and has become a successful e-commerce brand
in India in just 5 years. Vakrangee has finally said that they are affiliating with Amazon to
provide marketing, promotional and other services across rural India through it's
'Kendras'

Vekrangee has build an ecosystem of small outlets to fill the last-mile gap for retails
firms in rural areas.

Vekrangee has over 35,000 business correspondent bank branches through which it also
offers insurance, e-commerce and e-Government services.

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 2.AMAZON INDIA TIES UP WITH VAKRANGEE TO SELL IN RURAL INDIA

Vekrangee hasn't revealed the commercial things that happened between Amazon and
Vekrangee.

Vekrangee will sell or market Amazon' product through website but will promote
products through offline marketing.

The kendras will help in purchasing and provide a locations for pick-up of the parcels.

Amazon has become popular in the urban area of India and this tie-up will make them
reach in rural India where online shopping is still a dream. Amazon will have broad reach
in urban and rural area which will make Amazon a trustworthy brand in India.

News Wire
 3.INDIA MOBILE AD SPENDS TO REACH RS 720 CRORE IN 2015

Mobile marketing is become more popular marketing technique in India. In India

marketers used to do desktop advertising for promotion their products or services. Now
smartphones have reached across the India including some rural area. Mobile
advertising is now considered as a separate digital marketing activity.

The mobile advertising is expected to increase beyond Rs 700 crores in 2015, which is
increased by 60% if compared with past year. Mobile advertising professionals say that
mobile ad spends would double over existing amounts and may increase in next couple
of years (it may cross Rs 1,400 crore by 2016).

Charulata Ravi Kumar, CEO of Razonfish India has said that the biggest shift will happen
in 2017 because the economy will stabilize and brands will increase their marketing
spends in mobile advertising.

News Wire
 3.INDIA MOBILE AD SPENDS TO REACH RS 720 CRORE IN 2015

Dippak Khurana, co-founder and CEO of Vserv also agreed that 2016 would be a "tipping
point" for mobile advertising.

One of the reason for fostering the rapid growth are the growing penetration of
smartphones in India and it has already come up with 4G technology (Fasted Internet
Services).

Native advertising on mobile will completely changed and will go through a lot of
customization and marketer will closely emulate and leverage the characteristics of
mobile environment.

Facebook, Google, Yahoo, Bing and other ad network have already started to run
campaigns specifically for mobile devices.

We can target mobile devices based on OS, Screen size, cost, brands etc. This type of
customize targeting has made revolutionary changes in the mobile marketing.

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 4.MARKETERS AND IT NEED TO WORK TOGETHER

Marketers and IT need to work together to achieve the goal. Organizations have their
own goal but marketers can't alone achieve this goal. Marketers used to visit concerned
person personally from companies personally to market their product or services. IT has
done a revolutionary changes and taken the whole world close. A person from India can
give live demo to buyer from South Africa by using Skype, Team Viewer, Video
Conferencing. This is how IT has changed the traditional marketing.

Marketers need to befriend technology to avail services. They don't need to be a

technically expert to use IT services.

There is a relationship between IT and Marketers. Marketing is like a striker in a baseball

game and IT is like a goalkeeper who guards things.

Digital transformation has spread across the globe as mobile users are now using mobile
or smartphones by skipping PCs to access internet. They are also more active on social
media.

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 4.MARKETERS AND IT NEED TO WORK TOGETHER

Desktop will never be dead even if more people switch to mobile devices as desktops are
introduced with LCD and LED screens.

100% people in Singapore are on mobile devices but still branding doesn't happen while
in India where more than 30% people use mobile devices; branding does work.

The pay per click ads cost in India is cheaper than Singapore and US. If someone is
clicking on a keywords like Car Insurance in India then the cost would be lesser if
compared with Singapore and US. That is why digital marketing has become more
successful in India.

In this way marketers and IT need to work together to achieve the marketing or sales
goals.

News Wire
 5.SAMSUNG MOBILES IS INDIA’S MOST ATTRACTIVE BRAND, LG RANKS 2ND, SONY IS 3RD

TRA (Traits of Attractiveness Matrix) has finally revealed the most awaited Most
Attractive Brands 2015. Samsung mobiles bags the first position in the year 2015.

This year's study involved 15,000 hours of fieldwork covering 2312 consumers-
influencers across 16 cities in India and generated 5 million data-point and 17,000
unique brands.

N. Chandramouli, CEO of TRA said that Samsung mobiles are attractive to its
stakeholders because of its pricing, branding and position in the Indian market.

News Wire
 5.SAMSUNG MOBILES IS INDIA’S MOST ATTRACTIVE BRAND, LG RANKS 2ND, SONY IS 3RD

1000 brands from 230 categories were listed for 'Most Attractive Brands of 2015' and
most of them were from Food & Beverages (160 brands), FMCG (145), Automobile (58
brands), and Apparel (56 brands).

Some of the leading attractive brands in India are LIC, Fasttrack, Bharat Petroleum, Dove,
Pepsi, Dabur, Google, Prestige, Birla Cement, Bata, KFC, Airtel, Indigo Airlines.

This research is based on how brands are treating their customer in terms of their
product/services and after sales service. Consumers also see how brands are innovating
their products. This research also consider how brands treat their employees,
stakeholders, users etc.

News Wire
 6.FACEBOOK STRUGGLES TO SELL ADVERTISING IN INDIA

Facebook is number second popular advertising network in India after Google. Facebook
is trying to improve their advertising customer support in India by offering free email
support. They want to boost their revenue in India but poor customer support declining
their revenue in India.

Facebook has 132 million users in India and 193 million users in US. Facebook earns 15
cents per user in India while it earns $7 to $8 per user in US which is 50 times more than
India. Google earns $350 million through their Advertising platform while Facebook
earns only $20 millions in India.

Google started their advertising platform in 2004 which is six years longer than Facebook
by offering search and display ads.

Sumant Kasliwal, CEO of 20dresses.com says they run ads on social media to reach
potential customers between 18-35 but don't get good return from it. He said that he
would prefer TV ads instead of social media ads.

News Wire
 6.FACEBOOK STRUGGLES TO SELL ADVERTISING IN INDIA

TV ads are still popular in India due to its mass reach. Facebook hasn't revealed how
many staff member in India who serve advertisers in India.

Shah, a Counterpoint analyst said that advertisers in India are not warmed enough to
social media as a concept of marketing.

Facebook has said that 1.5 million business pages have been created in India and
increased by 57% if compared with last year.

Live Example: I personally has a bad experience with Facebook Ads. I wanted to set-up
remarketing campaign for my client. I called up Facebook help center and asked for help
then I came to know that Facebook is lacking technically expert who can help
advertisers. I did a research and set-up the campaign and I never called up Facebook
guys for technical help.

News Wire
 7.HOW FACEBOOK MAKES MONEY FROM DESKTOP, MOBILE ADS AND PAYMENTS

Facebook is second popular ad network in the world after Google. Google still rules
online advertising industry in the world for desktop and mobiles ads as Google has a
network of millions of third party sites. Facebook has only three platforms from where
they are running ads i.e. Desktop Site, Mobile Site, and Mobile App. Facebook doesn't
offer ads on third party sites.

Facebook is still improving his ad revenue across the world as more marketers are taking
Facebook as a serious advertising media for branding. Marketers reach mass audience by
running Facebook ads because Facebook offers customized targeting.

Facebook offers various types of ads i.e. Boost Post, Page Like, Website Clicks, Video
Views, Event Promotion, Website Conversions, App Installs etc.

Lets see how Facebook is performing worldwide in the next slide.

News Wire
7.HOW FACEBOOK MAKES MONEY FROM DESKTOP, MOBILE ADS AND PAYMENTS

News Wire
 8.FACEBOOK'S MOBILE ADVERTISING ONSLAUGHT CONTINUES

Facebook has revealed their mobile advertising revenue worldwide and facebook
advertising revenue has been increasing consistently from past three quarters figures.

Facebook mobile ads revenue is up by 62% from past one year.

If Facebook mobile ads revenue is compared with this quarter with last quarter then
there is 73% increased in the revenue of present quarter.

Facebook is competing with Google on mobile ads network but still it has grown steadily
by struggling with other mobile ad networks.

News Wire
 8.FACEBOOK'S MOBILE ADVERTISING ONSLAUGHT CONTINUES

Google has already started to show search ads on Google Play Store where users buy
apps and content for their Android phones.

According to April 2015 research from Goldman Sachs, Google made about $12 billion in
mobile search ad revenue last year.

Google made 20% of its revenue of mobile ads by showing ads on iPhone devices.

News Wire
 9.WHY ARE BRANDS GOING DIGITAL-FIRST AND DIGITAL-ONLY?

Marketers used to do TV ads to launch their product but now they have understood the
importance of digital media and they are spending on digital media to promote their
products or services. Some brands are promoting their products or services on TV as well
as Digital media for mass reach.

Pratik Gupta, Co-founder of FoxyMoron said $275 million users out of 1.3 billions users
are online. If any brand wants to reach these people then digital is the only medium to
reach them at affordable if compared with TV ads.

Tata Sky launched their new product 'Tata Sky+ Transfer' which enables set top box
recordings and makes it available on tablet and smartphones.

Last year they launched their TVC for 'Prison Break' and bagged a place in the Limca
Book of Records.

Grant a blended scotch whiskey launched their digital campaign in India. William Grant
& Sons unveiled a unique digital campaign 'The Awesome Job'. The main objective was
to generate brand awareness and make brand more interesting.

News Wire
 9.WHY ARE BRANDS GOING DIGITAL-FIRST AND DIGITAL-ONLY?

KV Sridhar, Chief Creative Officer, Sapient Nitro, feels that the perception of brands has
not changed; it is the consumers who are changing. It is because of sheer necessity that
brands have been launching digital-only campaigns.

Sridhar further highlighted, “People want to be active and not passive today. They want
to react, and the digital platform allows them to interact in the form of Like, Share and
Comment. Earlier, TV showed a lot of emotional content and digital was used for
commerce and transactional purposes.

Speaking on this, Anshul Sushil, CEO and Co-founder at Boring Brands explained, “We
usually work with start-ups and they are run by a bunch of intelligent people. These guys
believe in doing unconventional stuff and understand the value of being different. The
entrepreneurs of today want to capture the audience who is online and they give the
agency the freedom to do whatever it takes to engage these users.

Yogesh Gadekar, Senior Account Manager, Gozoop said, “If your marketing efforts are
not yielding any substantial results, chances are you're not reaching out to your
audience in a way that they would like you to. Marketing is nothing but adapting with
the changing consumer behavior in real time.

According to Gadekar, digital is dynamic and unlike TV, it allows one to monitor, modify
and halt any marketing activities any time one wants. News Wire
 10.FACEBOOK LAUNCHES NEW AD SERVICE FOR ADVERTISERS

Facebook said that it is now partnering with Moat, an ad analytics company which would
verify video ad metrics on Facebook to give advertisers the detailed performance of
their video campaigns.

Facebook said the advertiser will only charge if users scrolls from top to bottom on its
news feed.

Facebook announced on their official blog that new services will be Impressions based
campaign that will include text, photo, links, and video ads.

This moat a video ad analytics would provide the insights of Ads that run on news feed,
photo-sharing app and Instagram.

News Wire
 10.FACEBOOK LAUNCHES NEW AD SERVICE FOR ADVERTISERS

Instagram just opened its advertising platform across the globe to make more money to
compete Snapchat.

Facebook revealed their second quarter revenue and profit fell 9% as the company
increased spending to boost mobile revenue and future growth.

Facebook brought Instagram in 2012 for $1 Billion and Facebook mobile ads earns $3.8
billion revenue by running ads only on mobile devices per year.

News Wire
 11.A BEGINNER'S GUIDE TO USING SOCIAL MEDIA TO CREATE MORE LEADS

Social media marketing is become one of the popular advertising technique. Social
media advertising is somewhere a threat to traditional advertising. Social media can give
mass reach to target audience by running effectively. It is not necessary to do social
media marketing on each and every social media platform but you can target only few
media from where you will get genuine followers and likes because these people will get
converted into genuine buyers.

Best social media platforms for marketing:

Twitter: Twitter is the best resource for creating and maintaining relationships with
potential customers which can help to generate interest in your product and services.
Tip: User Hashtags while posting updates on Twitter because it increases your visibility.

Facebook: Facebook is number one social networking site and has over 1 billion users
worldwide. Facebook has highly sophisticated targeted advertising that gives you an
opportunity to reach relevant audience.
Facebook campaign bidding is done in following three ways:
1. Cost Per Thousand Impressions (CPM): You pay a certain amount when thousand
impressions are served.
2. Cost Per Click (CPC): You pay a certain amount when someone clicks on your ad.
3. Cost Per Acquisition (CPA): You pay a certain amount when someone takes action
(enquiry form, product sale etc.)
News Wire
 11.A BEGINNER'S GUIDE TO USING SOCIAL MEDIA TO CREATE MORE LEADS

Tip: Facebook advertising is cheaper than Twitter Advertising

Google Hangouts:
Google Hangouts can be highly effective at helping you to achieve this goal. Simple to
use and with the ability to invite industry members to take part, the challenging aspect
can be encouraging people to join in.

Pinterest:
Pinterest has around 6 million monthly users and is a popular image and content sharing
site. You can promote your product images and content on Pinterest by creating a Pin
Board.

Tip: Share ideas and interact with your audience by allowing users to contribute to your
board.

YouTube: YouTube is world' number one video search engine. Answering people' search
engine queries is a good way to drive traffic to your pages and gain exposure to your
brand. Creating short 1-2 minute instructional or 'how-to' videos can give you the
opportunity to address such questions and issues.

Tip: Please make sure that your videos are entertaining and professional looking.
News Wire
Thank You