Case Study: Marketing to Japanese people

Japanese customers are unique. They prioritize trust,

reputation, quality and value. Marketers need to rethink their
marketing strategy to reflect these values. Many foreign brands
have already attained great success in this region. But in doing
so, they’ve found the heart of what makes a Japanese audience
tick.
Nowhere is the Japanese desire for quality clearer than in their
attitude towards luxury goods. In fact, Japan is the one of the
largest luxury markets in the world.
This makes it highly lucrative for luxury brands. Bvlgari,
Salvatore Ferragamo and Gucci earn 27% of their global
revenue in this market alone. Louis Vuitton, meanwhile,
earns half its global profits from its exclusive 60 stores on the
island.
Online verification in Japan is very high. Search engines are
the most trusted source of information in Japan. An effective
SEO and digital marketing strategy goes a long way in
winning the Japanese customers.
Honour, integrity and reputation are highly valued in Japan and
so guarding your reputation is imperative. Negative word of
mouth about your products or ethics could be highly
damaging because other people’s opinions have a lot of say in
the country. In fact, Japan is the only country where
consumers see other users as a more reliable source of
product information than the experts.

https://www.wordbank.com/uk/blog/marketing-to-
japanese-consumers/
Case Study: Why Dunkin Donuts failed in India
Dunkin' Donuts has been effectual in adjusting its doughnuts
menu to suit Indian Preference by offering Indian driven
Doughnuts in the menu that is a winner amongst the Indian
clients. Since its origin in India, Dunkin' Donuts has ready to
adapt up to building up its essence in 38 areas in India. The
eateries threatened dismissals at first as breakfast menu café
that presented just American Doughnuts at 7 am.
The organization disappeared in India because it failed to live
upto the Indian Culture and the idea of a heavy breakfast
with the relatives. In contrast to the western individuals,
who lean toward coffee, Indians typically have the larger part
decision of chai.
In Indian, there are many family-possessed organizations,
known as the MITHAIWALAS (sweet dealers) they have been
selling sweet snacks for quite a long time. Dunkin' Donuts,
an American Brand in India, needs to compete these nearby
outlets, which has more social acceptability with the
neighbourhood clients.
A Donut was viewed as an 'on occasion' or 'how about we have a
go at something new today' sort of a thing by the majority
number of Indian clients who were westernized enough to visit
Dunkin' Donuts.
Like McDonald's and KFC which are settled in India, Dunkin'
Donuts has further extended its menu to draw the Indian
clients. In any case, it stays a test for the organization to
grow its menu and to build its place in the Indian Fast-Food
Industry. Because of the merchandise and premium pricing,
Dunkin’ Donuts had and remains to have, a tough time
growing their business.
The Indian market is large, and there might always be
consumers who would want to undertake the company’s menu
every once for a long time.

http://journalstd.com/gallery/80-sep2020.pdf
Case Study: Adidas celebrates individuality with One in a Billion campaign
Adidas China had earlier launched its One in a Billion campaign as it continues its
assault to be the number one sports brand in China.
The ad depicts a group of men doing synchronised basketball drills, until one breaks
the pattern by performing his own moves and inspiring others to do the same. This
creativity then spreads to athletes all around the city.
The message is: “Among a billion in China, there is only one you.
Your creativity is what sets you apart in sport and in life. “The
advertisement features champion freestyle swimmer Ning Zetao and
volleyball star Hui Ruoqi, along with a cameo from David Beckham.
Adidas partnered with the Chinese sports stars because they are
recognised for their individuality.
The campaign aims to celebrate individuality and boost creativity in
sport by encouraging Chinese athletes to go against the grain.
https://www.thedrum.com/news/2017/01/20/adidas-
celebrates- individuality-with-one-billion-campaign
 Case Study: Understanding and shaping consumer behavior in
the next normal
The Harley Owners Group (HOG) is a sponsored community
marketing club, operated by Harley-Davidson for brand loyal
customers of the motorcycles. There is only one rule to become a
Harley Owners Group member: The candidate must own a Harley-
Davidson Motorcycle; the exception being that Associate Members
can enroll under a Full Member (usually the passenger riding
along with a Full Member).
There are many benefits to becoming a member: discounts with
insurance, motorcycle shipping, etc., mileage and member year
recognition, rallies and events, and camaraderie. Once a
motorcycle owner is a member at the national level, he or she is
then eligible to join one or as many local chapters as he or she
wishes. It isn't required to join a local H.O.G. Chapter.
Each Harley-Davidson dealership has the opportunity to
sponsor a local HOG Chapter. Some do not, but no chapters
exist without a link to a sponsoring dealership and one
Chapter per Dealership. Chapters, both in the USA and
internationally are supported by Harley-Davidson employees
based in Milwaukee, WI, with Regional H.O.G. Managers
throughout the United States and H.O.G. Chapter Managers at
the dealership level.
In some circumstances, where a sponsoring dealership closes, a
chapter can continue without a sponsoring dealer. In about 2014,
this was expanded (with some special circumstances) to two
Chapters per dealership.

https://www.bizjournals.com/milwaukee/stories/2006/0
8/07/daily37.html
 Case Study: Content is king, engagement is queen: Going
behind the scenes of India's influencer economy
The most efficacious influencers today are people who have risen
to fame through their interesting social media content. Unlike
Contrasting celebrities like sportspeople or movie stars an
influencer might not be a household name, but has a colossal
following because of her understanding of and expertise in a
particular field. More importantly, influencers on social media
have earned the trust of their followers.
Influencers, mostly established content creators, trust the
product they are advertising and is generally the key for all
collaborations. “I only advertise brands I have personally used or I
know have credibility,” says Bhuvan Bam, who rose to fame through
YouTube videos. Having collaborated with more than 34 brands till
date, he is one of the most preferred influencers today.
His followers have shown tremendous interest in the products he
promotes and also constantly interact with him. “I take all that
into account. Having a trustworthy relationship with the
audience will always be my priority,” he says. Bam’s pivotal
decision on the brand depends on how credible the brand is and
whether it is pocket friendly for his audience.
In the pandemic, Indian audiences are watching more online
videos than ever before. Studies by Nielsen show that home-
bound consumers have led to a 60 percent increase in the
amount of video content watched globally.
The number of live video sessions conducted on social media
platforms by content creators also hiked in 2020. As per
Facebook US, in the first months of the pandemic alone, the
number of users watching live video increased by 50 percent
and the platform launched additional features to support
video creators, which further highlights the significance of
these channels for the marketer.

https://www.forbesindia.com/article/take-one-
big-story-of-the- day/content-is-king-
engagement-is-queen-going-behind-the-
scenes-of-indias-influencer-economy/69821/1
Case Study: Sunsilk Gang of Girls strikes the right chord with
150 million hits
The In less than three months of it launch, Hindustan Lever
Ltd’s, Sunsilk Gang of Girls, an all-girls virtual product
community, has been able to attain an online girl membership of
200,000. It website has also crossed the 150-million hits mark.
The number of gangs that has been created has crossed the
20,000 milestone. The experience sharing amongst the members
of the gang has made the website all the more entertaining and
pleasurable. Many members are drawn to the Hair Care forum
as it has the best hair expert Jawed Habib answering their hair
queries. The Makeover Machine, which facilitates a member to
experiment with her make-up and hair style (mix and match), as
well as Parade Ground, which encourages girls to display their
talent, are the most visited links.
This initiative by HUL has helped in providing value in a
differentiated manner to their target market. It has offered a
unique interface for Sunsilk to the young Indian women and has
led to the development of a deeper relationship between the
targets and the brand.
Sunsilk Gang of Girls also offers styling tips, blogs, jobs and a
whole new world of connecting with new friends. Interesting tips
are frequently updated on the website.

https://www.exchange4media.com/digital-
news/sunsilk-gang-of-girls- strikes-the-right-chord-
with-150-million-hits-22947.html
Case Study: Hotel Trident – #TridentSocialHotel
The first-of-its-kind influencer marketing campaign in India,
#TridentSocialHotel invited social media influencers to spend a
day in the hotel and share their experience on Twitter using
#TridentSocialHotel, right from checking into the hotel to
ordering food and experiencing hospitality.
Two activities started around this campaign– #Tweesurehunt and
#Instachallenge. In the #Tweesurehunt task, the influencers got
clues to reach a particular spot in the hotel. Then, they had to find
that place in the hotel and unlock the next clue.
In the #Instachallenge, they tweeted the clues and needed to
click pictures and post them. Simultaneously, they ran a
contest on Twitter on 30th March 2014, which was open to all.
Followers had to answer ten questions correctly by using their
Twitter handle and with the #TridentSocialHotel. The winner
of the contest will get a free stay at the Trident BKC Hotel. The
campaign on Twitter resulted in more than 1.2 million
impressions of #TridentSocialHotel.

https://www.mygreatlearning.com/blog/best-
examples-of-influencer- marketing/
Case Study: #ShareTheLoad: A walk through Ariel’s most successful
campaign
Taking a small thought that became viral through the
minds of people in a way, this campaign that highlighted
“Can’t men do laundry?” A thought that was pondered
upon a globe level after the campaign reached that level
after it was launched in India, Pakistan, Bangladesh, and
Sri Lanka. This message became viral in 22 countries in 16
languages.
#ShareTheLoad did not boast of ideas through its content,
but diligently emphasized on one of the aspects of gender
equality. The message was apt for an audience who could
resonate with the thought and it induced them to ponder
upon it. Ariel had raised an issue before it became a norm on
social media by brands.
Ariel’s campaign #ShareTheLoad was founded on the burning
issue of gender equality and threw light on some daily
activities that the contemporary professional women indulge
in. The message was liked by people and became viral as
tthrough this film, the brand attempts to portray a
progressive thinking from both the genders.

https://www.ariel.in/en-in/share-the-load