SANKARA NARAYANI.

S
(18MBAA41)
E – Marketing
Assignment 1

1. What are the two prime external market factors affecting pricing
in the online environment?
External factors affects pricing are,
1) Demand
2) Competition
3) Government control
In online environment ,Demand and Competition are the two prime
factors affect pricing.
DEMAND: The market demand for a product or service obviously
has a big impact on pricing. Since demand is affected by factors
like, number and size of competitors, the prospective buyers, their
capacity and willingness to pay, their preference etc. are taken into
account while fixing the price.
If the demand of the product is inelastic, high prices may be fixed.
On the other hand, if demand is elastic, the firm should not fix high
prices, rather it should fix lower prices than that of the competitors.
COMPETITION :While fixing the price of the product, the
firm needs to study the degree of competition in the market. If there
is high competition, the    prices may be kept low to effectively face
the competition, and if    competition is low, the prices may be kept
high.
A stiff competition prevails in the service market. Competition
exists among the service providers who offer similar services. For
 example, banking operations in India has undergone a dramatic
transformation. There has been a remarkable change in the nature of
services offered by the banks. As there is a similarity in services
rendered by banks, the pricing decisions of competing banks have a
direct bearing on a bank’s pricing policies. Services such as money
transfers and personal online payments are offered at varying
prices. Where services offering are homogeneous, even a slightest
reduction in prices can attract more number of customers.
2.How do the reach and control of marketing communications in
owned, paid, and earned media differ?

Owned media
Owned media consists of the channels owned or controlled by your
brand. This includes your website, mobile site, blog page, videos,
podcasts and social media platforms. Its role is to build credibility and
long-term relationships with your audience

Benefits of owned media

 Cost-effective
 Longevity
 Complete control
 Helps you to create niche audiences

Paid media
Paying to promote your content is a great way to increase views and
generate exposure. Some examples of how you can do this include
Pay Per Click (PPC), social media advertising, display ads,
sponsorship and paying influencers to share information about your
brand.

Paid media is a highly effective way of driving earned media because

the more people who know about you, the more likely they are to
mention you to others. It can also help to direct traffic to owned
media properties such as your website or blog page.
Benefits of paid media

 Immediate results
 It gets your content seen by audiences you wouldn’t normally
reach
 You can target large audiences in a very short space of time
 It can increase traffic to your website and more importantly,
conversions
Earned media
Earned media is user-generated content whereby customers become
the channel. This can be someone’s social media post, a review, or
them tagging you in a photo of them using your product or service.

It’s essentially online word of mouth. It can include anything from

shares, mentions and re-posts to reviews, recommendations and
content picked up by third-party sites.

Benefits of earned media

 Highly credible
 Consumers actively search for it when making a buying decision
 Plays a key role in sales
 Incites trust
 Boosts your reputation
 Genuine and authentic

3 .Search Google images for “social media dashboards.” Look at

several dashboards and follow their links to the companies that
created them. Which one would you recommend that a large
consumer goods company, such as Coca-Cola, use to monitor and
manage mentions online? Explain the reasoning behind your
recommendation.

A Social Media Dashboard is a reporting tool used to track

engagement metrics across multiple platforms using a single
interface( track your performance, optimize your social media
campaigns, and show your social media strategy results)
You'll be able to pull data directly from all social media
channels (Facebook, Twitter, LinkedIn, Instagram, and Pinterest to
create unified metrics reports)in real-time so you can demonstrate the
value of your social media campaigns to your team, clients and
executives.
 Who needs this Social Media dashboard?

 Everybody who uses social media to promote their site

 People who use social sharing buttons on-site
 Everyone who gets traffic from social media

Requirements

 Google Analytics must be installed

 Ideally social sharing buttons on-site will be tagged to send data
to Google Analytics
 Values should be applied to each goal

How can this dashboard help you?

This dashboard contains 12 widgets of data that will help you

understand how much social interation your website gets both on and
off site. It includes:

 Where people are talking about and sharing your site

 Where your social traffic comes from and how much it's worth
 Loyalty of your social visitors
 How many social shares your pages get on-site
 There are 3 types of dashboards:
 Operational dashboards tell you what is happening now.
 Strategic dashboards track key performance indicators.
 Analytical dashboards process data to identify trends.

Social media analytics for Cadbury

Cadbury products are a staple in many households around the world.

For a quick snack or as part of a full meal, many people eat their
products nearly every day. So it’s not surprising to see
Cadbury discussed extensively on social media and other online
channels.

I would like to recommend social media performance dashboard for

Cadbury because it analyse the loyalty of your visitors,and
demonstrate the value of social campaigns. Analytical dashboard
helps to identify trends.this leads the company to achieve targets and
success.It helps to maintain the relationship with customer