Submitted ByArun Kumar Agarwal PGP/18/070Shijima Shareef PGP/18/108Krishnan Jeesha FPM/08/08/MRanjitha G P FPM/08/10/MSumod S D FPM/08/20/SAravind R FPM/08/06/MMarian Brassel IE/18/006

Company Description

What do we mean by Viral Marketing?

Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others , creating the potential for exponential growth in the messages exposure and influence

Source : Leskovec, J., Adamic, L. A., & Huberman, B. A. (2007). The dynamics of viral marketing. ACM Transactions on the Web (TWEB), 1(1), 5.

The Mechanics of Mekanism

Challenges

Small fish in a big pond?? Or a big fish in a small pond??

Offers its clients a full range of marketing, communications, and promotions services, including planning, creating, and producing the advertising; performing research; and selecting media.

May offer non advertising services such as strategic market planning; sales promotions, direct marketing, and interactive capabilities; package design; and public relations and publicity.

Source: Belch, G. E., Belch, M. A., Purani K. (2012). Advertising and promotion: An integrated marketing communications perspective. New York: McGraw-Hill/Irwin.

Full service advertising agency

Why Scale Up??

Our competitors

Why remain focused??Service MarketSMARTPHONE USERS OF USAINTERNET USERS OF THE WORLD

Fully FocusedLimited service, limited marketService FocusedLimited service, broader marketMarket FocusedLimited market, broader serviceUnfocusedBroader market, Broader Service

To be or Not to be ?!

OrganizationalGrowthPhase

Thank You

Current dilemma- Whether to remain as a niche player in digital advertising or become a full service ad agency covering all spheres. (Big Fish in a Small Pond or Small Fish in a Big Pond)

*Demand from clients to develop promotion tools in addition to viral marketing campaignsCan build closer relationship with advertisers instead of their ad agenciesMore opportunities to leverage content to television and other traditional mediaIncreased no. of clients, revenues, more business from each client.Not dependent on handful of ad agenciesClients preference for single agency handling the entire ad campaign to reduce the OH cost of managing multiple ad agencies, longer turn around times and to improve the cohesiveness of the campaign

*Digital Marketing especially Viral Marketing as core competenceRequires vast array of capabilities that they may not possess presentlyLacking resources to compete with full service agencies like O&M.Focus of advertisers shifting to online media because of the potential for higher levels of customer engagement, more personal nature of the media, and ability to measure the results more accurately.Preference of millenials for news and entertainment on internet than on traditional mass media.

*Short term :Capital intensiveOrganuizational restru*