This project is about how a product can be launched using digital marketing. The product is Laptop.It contains content marketing and social media marketing with competitors analysis.

1. PRODUCT- LAPTOP
COMPANY’S NAME-DROGON
Performance and Elegance Combined to Perform as
One!

2. Brand : -
DROGON
Model: - Z1/Z2
Screen Size: - 13.3 Inches
Maximum Display Resolution: - 1920 x
1080 (FHD)
Product Dimensions: - 30.6 x 20.4 x 1.7
cm
Processor Brand: - Intel
Processor Type: - Core i5/ i7
Processor Speed: - 1.6 GHz
RAM Size: - 8/ 12 GB
Memory Technology: - DDR4
Hard Drive Size: - 256/512 GB(SSD)
Graphics Card Description: - Integrated
Number of USB 3.0 Ports: - 2
Operating System: - Windows 10
Battery Life :- 6 - 8 hours depending on
usage.
Price: - Starting from 70000 /- *
* Price mentioned for 6GB,128GB version Prices may vary. Images shown are for
representation purpose only..

4. THE MCKINSEY MODEL

5. DELL HP LENEVO
FACEBOOK No. of followers 12 million. Shallow
engagement as no. of likes on a post on an
average is 100. Not serious fb strategy.
3.8 million followers. The brand combines
hashtags #SproutbyHP, #LifeAtHP. Generally
posts twice a day. More than 4,000 likes
over each post
66 lakhs followers. It has 54 pages on
facebook. 'We #ThinkFirst' campaign
witnessed great footfall on social media.
5M views through fb live video
marketing.
TWITTER Michael Dell actively engages with his
followers through regular tweets. More than
700k followers. Dell is using social media to
provide customer service and solutions to
general problems through its Dell cares Twitter
account.
#BendTheRules, biggest campaign on
Twitter. Its global page HP account has
989,200 followers. Other account over
Twitter includes HP News, HP Support, HP
Careers, HP Security, HP Labs and many
other accounts for different countries.
682.4k followers. It has 43 twitter
handles.
INSTAGRAM More than 650k followers. Level of interaction
is higher on this network. Instagram account of
Dell is mainly for promotions of its products
and technologies.
HP has over 292,500 followers on Instagram
and their posts generally receive around
2,000 – 3,000 likes. Share quality content.
885k followers. It has 19 Instagram
accounts. Shares videos promoting its
different products and their latest
features.
YOUTUBE 135k subscribers. Alienware account on
YouTube which has more than 151K followers.
Higher engagement on this account. Dell also
posts educational videos to engage its users
related to hottest topics in computing
technology.
142k subscribers. Personalisation of video
content has enabled a two-way
conversation. Launched a new series of
laptops for the younger consumer through
this media.
209k subscribers. Digital campaign on
YouTube #GiftThemBelief garnered
more than 1 million views in 6 days of its
launch.
It has 16 YouTube channels
LINKED IN More than 1.9 million followers. Promotes
work culture and notifies about hiring.
35 lakhs followers. 5 lakhs followers. It has only one
LinkedIn account.

6. DELL HP LENOVO
FOLLOWERS 821K 1.18M 886K
POST PER WEEK 2 1 1.5
ENGAGEMENT PER POST 7.11K 1.68K 2.16K
ENGAGEMENT RATE 0.87% 0.14% 0.24%
DELL HP LENOVO
AUDIENCE 12.6M 4.33M 6.64M
POST PER DAY 1.29 0.14 4.5
ENGAGEMENT PER POST 43.3 172 214
ENGAGEMENT RATE <0.001% 0.004% 0.003%
DELL HP LENOVO
FOLLOWERS 730K 1.09M 682K
TWEETS PER DAY 1.14 0.21 6
ENGAGEMENT PER TWEET 45.4 48.3 67
ENGAGEMENT RATE 0.006% 0.004% 0.010%
RETWEETS PER DAY 6.31 11 11.2

7. • Wide range of products and services
meant for home and professional
use.
• It also provides various kinds of
software related to data protection,
information managementmobile
workforce management, cloud
management
It sells its products globally through authorized
resellers and distributors
The main channel is Drogon's own website. It
has provided an online build to order system.
The main advantage of this system is that
rather than buying an off shelf system that
may not really fit the buyer’s needs, users can
customize a system as per their own.
• Television ads will focus on its
cutting edge technology and
performance related benefits
• Create a facebook page and market
the product
• Use of google adwords to cater to
the online market segment
• DROGON prices its products aggressively to
discourage its competitors.
• It also produces a separate range of gaming
laptops meant to provide the users with a
premium experience.
• This pricing strategy will help to reach a
vast customer segment and remain among
the top laptop makers in the world.
7
Marketing
Mix (4 P's)

8. STP
• SEGMENTATION:
• People looking for customized laptops & PCs
• TARGETING :
• Home Users,
• Governmental institutions,
• Large Corporate and
• Students from urban sector
• POSITIONING
• Drogon positions itself based on User & benefit based
positioning strategies in order to differentiate itself from
the other players in the market.
• Customer’s tailored service provider

9. Website Design

10. SEO
SEO Builds Trust &
Credibility
Good SEO Also
Means a Better
User
Experience
.
Local SEO Means
Increased Engagement,
Traffic & Conversions
.
SEO Brings New
Opportunities to Light
SEO Impacts
the Buying
Cycle
Organic Search Is Most Often
the Primary Source of
Website Traffic It’s
Quantifiable

11. Popular Keywords For Our Product

12. Social Media
Marketing
• Improved brand awareness
• Cost-effective
• Engage with your customers
• Improved brand loyalty
• Healthier customer
satisfaction
• Marketplace awareness
• More brand authority
• Increased traffic
• Enhanced SEO rankings

16. Google Adwords

17. More Effective than Social Media (for Customer Acquisition)
Economic and Cost Effective
Personal and Customisable
Action Oriented and Measurable
Email Marketing
17
Converts Leads
Build Brand Awareness
Customer Engagement
Display Ad
Builds Brand Awareness & Links
Educate Your Audience
Great For Digital Marketing Solution
Content Marketing

18. COMPANY’S TOP PRIORITY FOR
DIGITAL MARKETING

19. CHALLENGES
• Small budgets: Major concern is how to stand against bigger
competitors in digital marketing practices.
• Clicks but less conversion-rates.
• Tough Ranking competition in terms of SERPs
• Social media isn’t as flourishing
• Difficulty in keeping pace with new technologies/ platforms.

20. RECOMMENDATIONS
• Small budgets:
 Segment your audience, get social specific, use paid advertising on social media,
invest in local etc
• Clicks but less conversions:
Avoid spending on wrong channels/ audiences, improving content/efficiency of
landing pages.
• Tough Ranking competition on SERPs:
More efficient SEO, Don’t rank on same page (try Youtube instead of Google),
focus on good customer experience on website, CRM etc.
• Social media hacks:
Watch your frequency better, offer something, connect with happy customers to
share experiences, connect with influencers.
• Keep up with web trends, sifting through technologies/ new platforms.

22. 22