TRIVIA’s social media effectiveness
Publication date: 21 March 2022
Abstract
Learning outcomes
Besides the metrics developed to measure the impact of the video campaign run by the company, the case has serious practical implications for all companies in emerging markets selling budget/low-cost products. Marketing managers can take note of these key performance indicators in evaluating the success of their social media campaigns.More importantly, students need to understand how the campaign managed to integrate uninitiated and less-privileged consumers to the world of social media with aspirational sentiments.
Case overview/synopsis
The case deals with a digital media planning activity for a low-cost handset company based in India. TRIVIA International Ltd is a manufacturer and marketer of smart phones and feature phone in the price range of below US$70–100 and US$20, respectively. The phones cater to low-income consumer bracket, which forms the vast microcosm of India. The consumer base is huge, but the purchasing power is very low, so they are at times referred to as the micro-consumer in Bottom of Pyramid approach. To approach this consumer base, Trivia planned a very engaging campaign on social media that yielded positive results, contrary to popular belief that only high-income individuals explore the social media intensively through their smart phones. The chapter ends with a set of recommendations for all digital managers who want to analyse their campaigns effectively via awareness, sentiment and engagement metrics.
Complexity academic level
The case is meant for all post graduate programs in Business Management, which include the MBAs, Masters in Business Administration and the Executive Development program for managers. The case can also be used in Part Time Business Management programs held over weekends for working professionals. Most likely the students are going to handle this case in their second year of a full-time program or at an advanced level of their career development programs. The subjects so mentioned here were offered as electives or areas of specialization. It is presumed that the students undergoing these courses have basic understanding of marketing management.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.
Keywords
Acknowledgements
This is to especially acknowledge the contribution of Mr Kumar Govinda Singh, Brand Manager at TRIVIA International Ltd. He was instrumental in providing all the information related to the case. His ideas were strongly supported on ground by Mr Mohd Zaid, MBA graduate and intern at Trivia International Ltd. The case study would not have been possible without their valuable insights.Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
Arora, S. (2022), "TRIVIA’s social media effectiveness", , Vol. 12 No. 1. https://doi.org/10.1108/EEMCS-03-2021-0081
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited