marketing
SOCIAL MEDIA MARKETING: A CASE STUDY
OF MARUTI SUZUKI
*S.Solamalai and *Dr.N.R.V. Prabhu
ABSTRACT
Social networking sites allow individuals to interact with one another and build relationships. The paper analyses the changing paradigm of Social media as a marketing communication tool and highlights the importance of Social Media in building brand equity and customer relationship. The paper examines the Maruti Suzuki’s strategy of using Social media in creating awareness and preference for its Ritz car. Maruti Suzuki was able to adapt its cars and promotion tools to the Indian market. The success of Maruti was mainly attributed to its ability to understand the needs of Indian customers and adapting its marketing strategy accordingly. The company was able to build strong brands and strengthen its customer relationship by effectively using Social Media. The paper discusses the Social Media campaign “Live the moment” adopted by Maruti Suzuki for its Ritz car and the outcomes of the campaign. The paper also explains the key success factors and how Maruti Suzuki could effectively use social media for the Maruti Suzuki Ritzs “Live the Moment” campaign.
KEYWORD: Social Media sites, Brand loyalty, Brand Equity, Customer Relationship.
*Research Scholar, Sathyabama University, Email:solaimalaivec@gmail.com
** Research Supervisor, Sathyabama University.
INTRODUCTION:
Social media marketing refers to the process of gaining traffic or attention through social media sites. When products or companies join those sites, people can interact with the product or company. That interaction seems personal to users because of their previous experiences with social networking site interactions. Social networking sites such as Twitter, Facebook, YouTube, and blogs allow individual followers to “retweet” or “repost” comments made by the product being promoted. Social media itself is a catch-all term for sites that may provide radically different social
OF MARUTI SUZUKI
*S.Solamalai and *Dr.N.R.V. Prabhu
ABSTRACT
Social networking sites allow individuals to interact with one another and build relationships. The paper analyses the changing paradigm of Social media as a marketing communication tool and highlights the importance of Social Media in building brand equity and customer relationship. The paper examines the Maruti Suzuki’s strategy of using Social media in creating awareness and preference for its Ritz car. Maruti Suzuki was able to adapt its cars and promotion tools to the Indian market. The success of Maruti was mainly attributed to its ability to understand the needs of Indian customers and adapting its marketing strategy accordingly. The company was able to build strong brands and strengthen its customer relationship by effectively using Social Media. The paper discusses the Social Media campaign “Live the moment” adopted by Maruti Suzuki for its Ritz car and the outcomes of the campaign. The paper also explains the key success factors and how Maruti Suzuki could effectively use social media for the Maruti Suzuki Ritzs “Live the Moment” campaign.
KEYWORD: Social Media sites, Brand loyalty, Brand Equity, Customer Relationship.
*Research Scholar, Sathyabama University, Email:solaimalaivec@gmail.com
** Research Supervisor, Sathyabama University.
INTRODUCTION:
Social media marketing refers to the process of gaining traffic or attention through social media sites. When products or companies join those sites, people can interact with the product or company. That interaction seems personal to users because of their previous experiences with social networking site interactions. Social networking sites such as Twitter, Facebook, YouTube, and blogs allow individual followers to “retweet” or “repost” comments made by the product being promoted. Social media itself is a catch-all term for sites that may provide radically different social
References: 1. Rafi. A. Mohammed, Robert J.Fisher, Bernard J.Jaworski, Gordon.J.Paddison (2011), Internet Marketing, Building Advantage in a Networked Economy, Mc GrawHill Education Asia, Singapore. 2. Robert A. Hanneman and Mark Riddle (2011), Introduction to Social Network Methods , Riverside, CA: University of California, Riverside, USA 3. Sabyasachi Mitter, Maruti Suzuki Ritz -Live the Moment Campaign 4. Maruti Suzuki website: www.marutisuzuki.com 5. Maruti Suzuki Company source