Question Paper - Digital Marketing

1. PROFESSOR VENKATESH GANAPATHY, ASSOCIATE PROFESSOR, PRESIDENCY BUSINESS SCHOOL
DIGITAL MARKETING – SAMPLE QUESTION PAPER-1
SECTION A
Attempt any five questions:
1. Bring out the salient differences between traditional marketing campaigns and
digital marketing campaigns.
2. How are hybrid options different from pure play options?
3. List any five tools that are used for online reputation management.
4. The 4Ps of marketing have now changed to 4Es of marketing. Discuss.
5. How can companies benefit from social media marketing?
6. Explain the pillars of direct marketing in brief.
7. How is SEO different from SEM?
8. Discuss the benefits of use of proper keywords in digital marketing?
SECTION B
Attempt any three questions:
1. What is online reputation management? Discuss its importance and strategies for
effectively managing the same?
2. What is a payment gateway? Explain the different categories of payment
gateways and their benefits.
3. Discuss the fulfilment strategies in digital marketing.

2. PROFESSOR VENKATESH GANAPATHY, ASSOCIATE PROFESSOR, PRESIDENCY BUSINESS SCHOOL
4. Explain, with examples, the need for consumer engagement in digital marketing.
SECTION C
Case Study (Compulsory)
ASIAN PAINTS – “HAR GHAR KUCH KEHTA HAI” CAMPAIGN
Asian Paints is India’s largest paint company and is ranked among the top ten
Decorative coatings companies in the world with a turnover of INR 77.06 billion. Asian
Paints along with its subsidiaries have operations in 17 countries across the world with
23 paint manufacturing facilities, servicing consumers in 65 countries.
After over 70 years of being known as a paint manufacturing company, Asian Paints
had made a radical transition to a home décor and design solutions brand. Through
their innovative web and mobile strategies, Asian Paints had firmly established itself as
a companion to the customer on the home décor journey, right from inspiration to
implementation. The brand now wished to take this one step further by engaging directly
with the consumers on the social space.
Asian Paints transitioned from paints and colours to textures and wallpapers to water-
proofing solutions and wood coatings, and then kitchens and bathrooms as well. Most
recently the brand has launched AP Homes: multi-category décor stores where
consumers can have an integrated experience ranging from paints, bath fittings, kitchen

3. PROFESSOR VENKATESH GANAPATHY, ASSOCIATE PROFESSOR, PRESIDENCY BUSINESS SCHOOL
and sanitary ware, wallpapers, lighting, furnishings, furniture, etc. There are currently
three such stores (Delhi, Coimbatore and Kochi with more in the pipeline.)
The journey began with a TV series titled ‘Har Ghar Kuch Kehta Hai’ that ran 3 seasons.
This year the brand launched a web series ‘Where the Heart is’ on its YouTube channel
as well as Hotstar. While the ‘Har Ghar…’ series was about visiting celeb homes and
peeking into their lives, nostalgia, childhood, etc., the web-series has been created for
an evolved, aesthetic audience that cares more about aspiration, décor and style. The
serial is now available on You Tube channel and has created lots of publicity.
Asian Paints adopted a new positioning in ‘Har ghar kuch kehta hai’. With ‘Har ghar’
ASIAN PAINTS” Digital Colors understood and built on people’s emotions for their home
and their aspiration to be house-proud. Paints are supposed to be a logical category
whereas homes are very emotional places and that’s exactly what the campaign is all
about.
The central theme of Asian Paint’s social media strategy revolves around colors. The
brand also focuses on home décor. Target audience was engaged using Facebook and
twitter. Asian Paints wanted to connect colors with emotions with the house we live in.
They also conducted a contest on their website urging audiences to share their
memories about their homes. The Facebook campaign led to 1,052,470 likes.
Advertising experts feel that Asian Paints has to also focus on content marketing using
color as a powerful theme to build a brand’s social presence.
The company bet big on branded content as the natural evolution of corporate brand
advertising, allowing it to create content that stays with the consumer for far longer than
a 30-second ad. The crux of marketing guru Theodore Levitt’s widely feted term
‘Marketing Myopia’ was about how companies need to understand and act on

4. PROFESSOR VENKATESH GANAPATHY, ASSOCIATE PROFESSOR, PRESIDENCY BUSINESS SCHOOL
customers’ needs and desires, beyond just their own category. Whatever else Asian
Paints may be guilty of, marketing myopia is probably not among its faults.
Questions:
1. Explain the role of emotion in digital advertising.
2. How has Asian Paints engaged with consumers using social media?
3. What lessons would you draw from this case? Create a digital marketing
campaign for chocolates based on the lessons learnt.