INDIVIDUAL ASSIGNMENT

TECHNOLOGY PARK MALAYSIA

BM028-3-M-TCP
TECHNOLOGY CULTURE PEOPLE
NP000279

HAND OUT DATE: 26-July-2019

HAND IN DATE: 28-November-2019
SUBMITTED BY: Bishal Rai
UNI ROLL NO.: NP000279
WEIGHTAGE: 100%

INSTRUCTIONS TO CANDIDATES:
1 Submit your assignment at the administrative counter.

2 Students are advised to underpin their answers with the use of references
(cited using the Harvard Name System of Referencing).

3 Late submission will be awarded zero (0) unless Extenuating Circumstances

(EC) is upheld.

4 Cases of plagiarism will be penalized.

5 The assignment should be bound in an appropriate style (comb bound or

stapled).

6 Where the assignment should be submitted in both hardcopy and softcopy, the
softcopy of the written assignment and source code (where appropriate)
should be on a CD in an envelope / CD cover and attached to the hardcopy.

7 You must obtain 50% overall to pass this module.

1
Abstract

The fundamental objective of this paper is to research and show the role of new media
technology changing the business communication and marketing that affects society and
culture, inside Shree Mahakali wine Pvt. Ltd, including Feedback. This paper furthermore
explains about the recent development in digital technology on costumer’s acceptance on the
new ways in implementing online shopping and other trading activities.
This research paper also comprises Rogers’ innovation diffusion theory (IDT) analyzing the
business transformation through information and communication technology (ICT) adoption
from the date of its commencement till present regarding Shree Mahakali wine Pvt. Ltd.
Similarly, this research paper also includes, way selected by Shree Mahakali wine Pvt. Ltd, to
communicate with the costumers in virtual global platform by emphasizing on culture and
social interaction.
This research paper is also about the research done by the other researchers on the same
platform and hence, compares what they say.

Keywords: Digital technology, online shopping, IDT, ICT, new media, culture

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Acknowledgement

I would like to express my sincere gratitude to the associate professor Mr. Ganesh Gautam,
for providing invaluable guidance, comments and suggestions throughout the course of this
project. I would also like to thank my class mates for constantly motivating me to work
harder, advising and assisting me to keep my progress in schedule. I would also like to thank
Mr. Aryan Thakur for his assistance in Documentation and suggestion in overall project.

I would also like to thank, Asia Pacific University, College of Professional Studies and my
teachers for providing an opportunity to explore Technology Culture people.

3
Contents
Abstract.................................................................................................................................................2
Acknowledgement.................................................................................................................................3
Discuss and analyses how new media technology has changed business communication and
marketing that affects society and culture in Shree Mahakali wine Pvt. Ltd.........................................5
Introduction to Shree Mahakali wine Pvt. Ltd.....................................................................................6
Brief Introduction to New media technology......................................................................................6
Initiative taken by divine wine regards to new media.........................................................................7
Impact of new media technology in Divine wine.................................................................................9
Influence in society and culture with new media technology............................................................11
Internal communication among employees within organization.......................................................12
Analyze the impact of recent developments in digital technology on customers’ Acceptance of the
new way in implementing online shopping and other trading............................................................13
Costumers acceptance on Current ecommerce development in digital technology.........................14
Using Rogers’ Innovation Diffusion Theory (IDT), analysis the organization’s business transformation
through information and communication technology (ICT) adoption from the date of its
commencement until the present scenario.........................................................................................20
Rogers’ Innovation Diffusion Theory (IDT).........................................................................................21
Analysis of the Shree manakali wine Pvt. Ltd transformation through (ICT) regarding (IDT).............22
Ways the Shree Mahakali wine Pvt. Ltd communicates with customers in the virtual global platform
by emphasizing on the culture and social interactions aspects. Support your answer with relevant
examples.............................................................................................................................................24
Challenges and Opportunities of digital promotion...........................................................................29
Reference............................................................................................................................................30

4
 Discuss and analyses how new media technology has changed
business communication and marketing that affects society and
culture in Shree Mahakali wine Pvt. Ltd.

5
Introduction to Shree Mahakali wine Pvt. Ltd.
Shree Mahakali Wine Pvt. Ltd. (Ultrablacks) is a liquor
manufacturing company established in 2007 (2064 B.S.)
It is registered company under the Ministry of Industry,
Company Registrar office Nepal, and is registered with
Small Cottage and Small Industry Development
Committee as well. Regd.No. 46783/063/064. With the

Figure 1 Logo Brand name Divine wine, Its Products include Red wine,
Honey wine, and white wine.[ CITATION Div17 \l
1033 ]

 Address: Kalanki, Kathmandu Nepal

 Phone: +977-01-4032624
 Facebook: https://www.facebook.com/divinewinenepal/
 Instagram: https://www.instagram.com/divinewines_nepal/
 Website: http://divinewine.com.np/
 Email: [email protected]

Brief Introduction to New media technology

New media are media types that are computer-oriented, interactive and dependent on
redistributed computers. Definitions of new media include telephones, machines, virtual
environments, single media, online players, and interfaces between individuals, animation
computers and interactive computer systems. New media, like the news, radio and print
media, frequently refer to "older media," even though scholars in the fields of
communications and culture opposed traditional gaps between old age and novelty. New
media do not include TV programs (analog broadcast), feature-based broadcasts, and
magazines, books, other than technology allowing for the development of a generative and
interactive online process. Wikipedia, an online encyclopedia, is a good example of New
Media, combining Internet-accessible digital text, images and video with web-links,
innovative author engagement, engaging user feedback, and educating a global community of
editors and contributors to support non-community readers. Facebook is a new media sector
in which most users are also part of the social media group. Another form of New Media is
Instagram, which also belongs in the classification of social media, where users interact and
advertise to the public. In recent years, all Social networking sites have become a completely
6
obvious-buying platform.
Initiative taken by divine wine regards to new media

Social Media as a means of communication and marketing

Facebook: Divine wine has been using this platform for the purpose with advertisement,
marketing, and branding. Creating strong catchy content, slogan, and offers with respect to
target audience, while various strategic campaigns have helped to stand strong in the market,
accruing space in the heart of consumers.

Figure 2 Facebook page of Divine wine

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Instagram: Divine wine is focused in brand awareness, advertisement, and marketing with
pictorial presentation targeting respective society and culture. Creating attractive and
interesting graphic content with respect to target audience, while various strategic campaigns
has led to accruing space in the heart of consumers.

Figure 3 Instagram page of Divine wine

Web 2.0 as a means of communication and marketing

Divine wine has built a Dynamic website as a part of online presence. Fundamental objective
of this presence is to share general information of the company. Along with it, social services,
social activities, sponsorship, are updated in the news and event section. Moreover, this
website is focused on advertisement and marketing of its product including minor details of
the product. Testimonial section deals with the feedback from the consumer so that product
can be updated with better quality in the market.

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Figure 4 Divine wine with e commerce website karnaali.com

Figure 5 Divine wine with e commerce website okdam.com

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Impact of new media technology in Divine wine
Various social media advantages provide improved customer service and higher sales. Social
media gets a lot of flak because of our lack of socialization, but maybe it will be useful to
encourage us to connect more. There is no question, due to social media and other
technology, that interaction between companies has changed enormously. Communication is
certainly an important part of the entire process, and it is vital that organizations remain as
close to their customers as possible, whatever tool they are using. As social networking
began, it was more important to people who wanted to share personal data and common
interests, and corporations never entered into it. Yet interaction between businesses in social
media has improved and changed the dynamics of how companies interact internally and
externally.

Connection: The current market relies less on simply pushing a product or service to a buyer
to sell. While this is still what the companies including Divine wine aims to do, there is more
to communicate with the customer, to take the customer together with the product, and to
continually engage them with unique content.
Campaigns: In the past, the social media has made the system exponentially fast, as did
advertising of services or products, as well as the reception of customer feedback. In a matter
of minutes, consumers start to engage with the product after a marketing campaign. Social
media allows companies like Divine wine to control and track their campaigns continuously.
Visualization: As businesses like Divine wine communicate with consumers through a social
media platform, they can provide customers with a clearer representation and then determine
faster whether they are to purchase a product or service from a particular brand. Contrary to
what has happened in the past, where visualization was limited to sharing an image or logo of
the firm, today customer experience is more personalized and adapted. As businesses
communicate with consumers through a social media platform, they can provide customers
with a clearer representation and then determine faster whether they are to purchase a product
or service from a particular brand. Contrary to what has happened in the past, where
visualization was limited to sharing an image or logo of the firm, today customer experience
is more personalized and adapted.

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Influence in society and culture with new media technology
The culture of Nepal is rich and unique. The cultural heritage of Nepal has evolved over the
centuries. This multi-dimensional heritage encompasses the diversities of Nepal’s ethnic,
tribal, and social groups, and it manifests in music and dance; art and craft; folklore and
folktales; languages and literature; philosophy and religion; festivals and celebration; foods
and drinks.[ CITATION Min10 \l 1033 ]

It is impossible to separate technology and human life; culture is cyclically co-dependent on

technology. Throughout our daily lives, we use engineering, and continuing to increase our
technological needs and demands. People use software for traveling, talking, reading, doing
business and living comfortably. Nevertheless, we were also worried about software. The
excessive use has resulted in environmental pollution and has also seriously threatened our
lives and culture. This requires that technology is properly used. The biggest challenge for
people is to determine the future we need and then build suitable technology to improve the
way we do. It is difficult to examine the impact on our lives of every new advanced
technology and how that impacts the future. Climate, people and culture as a whole are
affected by technology. The use of software defines whether it has positive or negative
implications for society. It is difficult to examine the impact on our lives of every new
advanced technology and how that impacts the future.

Divine wine has been promoting its brand accumulating all the cast, culture, tribe, and
tradition encompassing with their festivals, sports, events, and celebrations through social
media and web2.0. This campaign includes Targeted audience regarding their age, location,
sex, and hobbies. The audience reach, reaction and engagement have been improved along
with the promotion in social media and website. This traffic has resulted to increase the
demand in the market and production respectively.

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 Figure 6 Calendar Promotion to the target audience of divine wine in Facebook platform

Internal communication among employees within organization

Various social networking sites are also the platform for the
internal communication among the staff members. Facebook
group chat, viber group chat, whatsapp group chat and wechat
group chat are mostly used in the communication process.
These tools have played very easy and efficient tools to
convey message across inside internal department of Shree
Mahakali Wine Pvt. Ltd. Formal and informal messages are
exchanged mostly throughout the chat environment.

Figure 7 Facebook group chat

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 Analyze the impact of recent developments in digital technology
on customers’ Acceptance of the new way in implementing online
shopping and other trading.

13
Costumers acceptance on Current ecommerce development in digital
technology
The impact of highly experienced technology customers is not only stronger than ever in
ecommerce; it is faster than ever: it is time for customers to wander on-line in order to
determine whether an online order is worth the risk. In addition, today's technology allows
clients to monitor their transactions and improves how they communicate with online
retailers. Those developments in turn impact the broad picture: new opportunities arise for
both parties in the market as technology transforms interactions between company and
customer. Consumers can now use a range of tools to gage rates, find solutions, locate stores
and collect coupons. Distributors are gaining, as software allows them to build stronger
relations and products with customers faster. In general, software revolutionizes how
transactions between company and customers occur. [ CITATION AJA17 \l 1033 ]

 Mobile Apps & E -wallet Technology: In the competitive business markets, mobile
trade (m-commerce) e- wallet has become a powerful tool. Companies have started
using this technology to attract and attract their customers. The use of mobile business
applications has become popular across different countries. Different protocols of
communication and security technology are designed for m-commerce and e- wallet
business use. Mobile trading and e-commerce have also caused significant market
disparities. People start using this technology by feeling the freedom to do business
anywhere. But consumers face many problems with this consumer-oriented or
service-based technology.[ CITATION Ari15 \l 1033 ]
Mobile payment has recently been a new type of payment as it makes use of the ease
and popularity of mobile telephones, and business expectations are very promising.
The buyer will pay the vendor directly on a third party contract and has the right, if
something is not found in the item, to cancel payment, so that losses cannot be
prevented. This method of payment is easy to accept and is the most common
payment. Although the cash for delivery currently has a certain application, it has
higher online trust requirements. Furthermore, the buyer cannot find the satisfactory
seller due to the incomplete information on the e-commerce market. After each
shopping experience, they can only devise the overall market situation and modify
their behavioral strategies to improve shopping efficiency.[ CITATION Lin17 \l
1033 ]

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 Product Customization & Personalized Recommendations: The research by
[ CITATION Yim16 \l 1033 ] shows the Product Customization & Personalized
Recommendations feature contributing in customer acceptance regards to
Ecommerce.
Flower E-Commerce is the emerging business mode based on the idea and model that
can be sold on the internet, fresh and perishable. This type of business mode not only
breaks the traditional way of selling the flowers, but also progressively changes the
consumer habits of customers towards flowers. 1-800-flowers Company started
working with AOL in 1992 and launched a flower selling point on the AOL website.
Later, an official website was established to sell flowers. 1-800-flowers Company
targets highly popular social platforms such as Face book and Twitter to understand a
better effect of self-transmission. At that time, the express industry was not well
developed, and a company with 1-800 flowers delivered quickly at home by relying
on the flower chain firms. This solved the huge floral supply problem. Some of the
flower shops tried e-commerce around 2000 and subsequently various websites on the
internet were created, such as rain mushrooms. The floral exchange market in China
is currently still young. There are currently a number of thousand websites and online
stores, according to incomplete statistics, relating to floral reservations and express
flower in China. The Beast Shop has achieved outstanding performance full of artistic
atmosphere and evident personalized customizations.[ CITATION Yim16 \l 1033 ]

 Subscription Services: Subscriptions are an ever more common means of online

purchasing of products and services. While streaming subscriptions were popular for
some time most consumers subscribe to online streaming media services like Netflix
in our survey shopkeepers now turn to consumer goods subscriptions. Investigation
shows that many online shoppers signed up for an e-commerce service during the last
year. Most e-commerce subscribers also have media streaming subscriptions. Three
wide-ranging subscriptions exist: refilling, curing and access. Subscriptions for
replenishment enable consumers to automatically buy goods such as razors or diapers.
There is no intrinsic love of subscriptions for consumers. The requirement to register
for a recurring one, if anything, dampens demand and makes customers difficult to
acquire. You want a good end-to-end experience and are only prepared to subscribe

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 when automated purchases bring you real benefits, like lower costs or increased
customization, as our interactive demonstrations show.[ CITATION Ton18 \l 1033 ]
 Product Visualization, Augmented Reality, and Virtual Reality: In terms of e-
commerce we cannot underestimate the importance of images. Almost all of
customers consider images as the most important factor in deciding to buy on-line
than product descriptions, reviews or even prices. Nevertheless, at the moment of
purchase e-commerce consumer’s journey does not stop: it does not end until a
customer receives a physical product with which they are pleased. Too often, they are
not: the e-commerce average is 20%, the brick-and-mortar sales more than double that
we see. The good news: the right visualization of goods will boost sales and reduce
returns. Here is an overview of what kinds of vision contents work in different
circumstances and how e-commerce brands can deploy excellent visual contents
throughout their website without a team of photographers.[ CITATION Ben19 \l 1033
] In addition, retailers can look to create online showrooms or virtual stores to add a
new intrigue to the shopping experience. These platforms offer customers a virtual
experience that is as near to a physical store as you can get from your own home
comfort. Lowe's Holoroom, a tool that leads the way in digital showrooms, is a key
player in this emerging technology. In fact, Lowe's Innovation Labs demonstrate that
it is hard to visualize a plan to change the home, but consumers can envision their
desired outcome more easily by using a digital showroom.[ CITATION MIC17 \l
1033 ]

 Conversational Marketing: The proliferation of internet technology has created a

shopping change for the consumer from traditional means to a modern and entirely
different approach and platform, as time and distance are no longer limited and
limited. Clearly, the Internet is a relatively new communications and exchange
platform of relevant data for both companies and their clients ' daily activities. This
can be explained by the rapid growth and growth of the use of widely banded
technologies, as recorded by the Center for Communications Policy of the University
of California in Los Angeles (UCLA) in 2001, This shows that online shopping has
become the third most popular online event for emails, instant messages and social
networking. Likewise, the 2012 Interactive Media at Retail Group Reports (IMRG)
shows that the online market is growing and that the total number of online shoppers

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 is set to climb to roughly 3,5 billion, with sales of B2C (Business 2 Consumers) rising
to more than 1 trillion euro in 2013. The total number of online buyers will rise by
2013 to about 3,5 billion by 2013[ CITATION NGl17 \l 1033 ]
Micro communication era, numerous science and technology newspapers have
successively recorded We Chat’s official accounts and then the main concern is to
evaluate objectively the communication results of We Chat’s Science and Technology
official accounts. This dissertation studied the We Chat official account of science-
tech periodicals ' current communication impact assessment system and their
problems and suggested the following enhancement strategies: development of a new
We Chat communication efficiency assessment system of scientific-tech periodicals,
the section of measurement index weights and the Eva calculation process.
[ CITATION Fei16 \l 1033 ]

 AI and chat bots for customer communications: A chat bot is a platform that is
controlled and often artificially intelligent. Through the chat app, users interact with a
chat bot, like speaking to a real person. It's a program that simulates a conversation
with human beings. You can use voice command or text message to communicate
with chat bots. Each corporate owner knows that both old and new customers can
hardly be reached every day. The e-mail open rates across industries are on average
18.1 per cent, according to the DMA E-mail benchmarking report for 2018, and 1.9
per cent for click-drive. This means that over 80 percent of customers do not even
read your emails. On Facebook Messenger there are more than 300,000 chat bots.
Recently, Facebook released a host of data to demonstrate the value of business.
These are the most sophisticated kind of chat bot. This uses AI (Artificial
Intelligence) and machine learning to remember the context of interaction and user
expectations. These bits can save at any time of interaction from one point of the
predefined conversation scenario to another if required.[ CITATION Vol18 \l 1033 ]
Chatting has become the communication medium for today's generation of
smartphones. Through messengers capturing the consumer's attention, the companies
follow their communications. Chat bots built into messages are delivered through text
messages with customer communication. Popular messaging platforms have APIs
which allow the development and integration of chat bot applications in their
messaging applications. For example, Facebook understands the trend of "chat" early
and creates the Bot APIs, allowing companies to talk to their consumers using their
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 own devices in Facebook Messenger.[ CITATION Ana17 \l 1033 ]

 Image search: The image search revolution is a feature of smartphones. Customers

can find and buy products using phones. Some businesses use apps to help consumers
search through images for items. With their Snap, Find, and Shop mobile application
Neiman Marcus has been an advocate in this area. The application enables customers,
through shoes / clothing, to find their products on the Neiman Marcus marketplace.
Then you can find things similar to the photos you uploaded in your mobile app. By
allowing customers to use the same technology, companies can make shopping for
items convenient. This alternative text can also be a great way for clients to find a
product by voice search not just as a way for Google to categorize pictures. It is
becoming more popular for customers to use their voice to search for information and
text images through mobile phones and apps like Siri and Google's Search Assistant.
That is why naming photo files and other text titles is critical to placing photos into a
category that consumers can easily find and quickly bring customers into the
ecommerce website. Today, keywords and alternate text relating to photos are equally
important for blogs or web copies as generic SEO. Allows customers to see a photo
description and then choose to further click to view the image if a picture does not
load. The alternative text can also help you to better understand and categorize the
image in Google search index boxes. The alternative text can also help you to better
understand and categorize the image in Google search index boxes. Google Images
enables customers to search for items by taking photos and searching for reverse
images to find images related to the item. By uploading a file from each product you
have in your online store, companies can use it in their advantage. If you note the
pictures with descriptive titles and text alt, Google's search engines can ensure that
you understand the meaning of the image. Once images are crawled and Google
indexed, customers can find photographs of pictures that are related to the search.
[ CITATION Cha18 \l 1033 ]

 Quick and easy checkout processes: In recent years the e-commerce industry has
expanded immensely and is still rising. The conversion rate in the check-out processes
is one of the main issues in any online commerce channel today. Almost 70 percent of

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the customers abandon the shopping cart, right at the checkout phase. Online retailers
therefore continually strive to automate checkouts. Customers expect a quick, simple
and accurate review. The visitor will make several purchases from a well-crafted
check-out experience. Here are some of the suggestions for a fun review process. The
world is digital and online shopping has been like that. Mobile devices are expected to
take over the e-commerce market from desktops this year, based on global sales
correlations. When people have just accessed the checkout section, they tend to go
back to scanning for assistance and better products. Now, this is one of the popular
excuses to abandon your shopping cart. To counter this issue, offering cross-selling
and up-selling options to consumers is a good practice; just before they begin the
checkout process. In recent years, the conversions during checkout are ambiguous.
With these check-out techniques, however, you can provide your customers with
simple and convenient check-out processes, convincing them to buy it.[ CITATION
Sut19 \l 1033 ]

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 Using Rogers’ Innovation Diffusion Theory (IDT), analysis the
organization’s business transformation through information and
communication technology (ICT) adoption from the date of its
commencement until the present scenario

20
Rogers’ Innovation Diffusion Theory (IDT)
Innovation diffusion theory (IDT) developed by E.M Roger in 1962, was one of the first
concepts in social science. It was the origin of communication to explain, how an idea or
product gains momentum over time and spreads (or propagates) across a specific population
or social system. The end result of this spread is that people adopt a new idea, action or
substance as part of a social network. The key to adopting the concept, conduct, or product
needs to be seen as new or innovative. Diffusion is possible through this. The adoption of a
new idea, behavior or product does not take place in the social environment simultaneously;
rather, the adoption of a mechanism whereby some individuals are more capable than others
of embracing innovation. Researchers found that early innovation adopters have different
characteristics than those who later adopt innovation. When it comes to promoting innovation
for the target population, the characteristics of the target population that help or hinder
innovation adoption must be understood. Five established adopter categories exist, and while
the majority of the general population tends to be middle, it still needs to be understood.
[ CITATION Way19 \l 1033 ]

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 Figure 8 [ CITATION Pra19 \l 1033 ] Rogers innovation diffusion theory

Analysis of the Shree manakali wine Pvt. Ltd transformation through

(ICT) regarding (IDT)
Here, business transformation of Shree manakali wine Pvt. Ltd in regards to information
technology (ICT) is analyzed. In the case of Shree manakali wine Pvt. Ltd, Divine wine was
launched in since 2007 AD. Various digital promotion campaigns and brand awareness
program started in social media platform and other digital platform after its launch. Product
was enlisted in various ecommerce website like karnaali.com and okdam.com. Therefore,
product was available for the costumers in the market. According to Rogers’ innovation
diffusion theory, there are different strategies used to encourage a product to cater to the
various categories of adopters. Regards to Shree mahakali wine Pvt. Ltd details analysis in
presented below.
 Innovators: Rogers’s innovation diffusion theory says, 2.5 % are the people taking
charge of trying the new product and they are known as innovators. Influence of

22
 innovators over the product and its positive and negative feedback has helped in
improving the quality and consistency in the product.
 Early Adopters: According to Rogers’ innovation diffusion theory, 13.5% of
costumers fall under this category. These are the people following the innovators after
the product is finally tested and launched. These groups are also the trend setters.
These early adopter are also the early forward thinking group and often respected as
opinion leaders
 Early Majority: these are the group of people engaging with the product, following
the early adopters. These groups take time to make decision and only adopt the
product after they are convinced with it learning from other experiences. About 34%
lies under the group according to Rogers’s diffusion theory of innovation.
 Late Majority: These people are the group of people they are resistance to change.
These group want innovation to be very well test and widely used before test trying.
34% of people fall under the category according to Rogers’s diffusion theory of
innovation.
 Laggards: These groups of people are very resistance to change. They are very
conservative to change. They are also very hard to reach with digital marketing
campaign. These people adopt the product only when the product in at main stream.
16% of people fall under the category according to Rogers’s diffusion theory of
innovation.
. In case of Divine wine, product of Shree Mahakali wine Pvt. Ltd, details of target
costumer falling under innovators are enlisted bellow. These innovators are believed to
generate early adopter, early majority, late majority, and laggards.

1 Age 25 years +
2 Culture Mongolian groups like Rai, Limbu, Gurung, Magar
3 Gender Male and female both
4 Religion Christianity, Buddhism, Hinduism
5 Education High school completed
6 Others Alcohol consuming person

Sales growth of Divine wine with digital marketing campaign is shown in the graph bellow.

23
 Figure 9 sales growth with digital marketing campaign regards to Divine wine

Ways the Shree Mahakali wine Pvt. Ltd communicates with

customers in the virtual global platform by emphasizing on the
culture and social interactions aspects. Support your answer with
relevant examples.

24
With regards to virtual global platform, Shree Mahakali wine Pvt. Ltd, has been using
Facebook, Instagram, Wechat, Viber, and various ecommerce website to communicate with
its costumers digitally. Various campaigns are launched in digital platform to interact with
the costumers like advertisement campaign, Brand awareness campaign, and social awareness
campaign. These campaigns include conducting a quiz contest, guessing the correct answer,
collecting the feedback and much more. Various content in digital marketing while
communicating with the costumers are bellow.

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26
 Figure 11 Buddha Purnima post Figure 10 EID-AL-ADHA post

Here, Divine wine is engaging with costumers by

wishing and celebrating with their respective festival and religion.

27
 Figure 12 guess Miss Nepal post
Figure 13 guess and meet sports player

Here, divine wine is engaging with costumers by making them interact with various games
and puzzle including the prize.

28
 Figure 14

Figure 15
Figure 16

Here,
pictures show the people engagement in figure 16, prize distribution in figure 15, and its
publicity through digital media in figure 14.

29
 Figure 17 Figure 18

Figure 19
Figure 20

Here, various creative graphic content are created and posted in digital media platform to
interact and make bond with costumers. Figure 17 and 18 shows the Hindu festival of Bhai
Tika and Kukur Tihar respectively; figure 20 shows the respect for nation on constitution day
and finally, figure 19 shows respect for fathers love on father’s day.

Challenges and Opportunities of digital promotion

S. Opportunities Challenges
N
1 Costs reduction through electronic media Technology dependency
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 automation and use
2 End user and marketer reaction is faster
Safety, privacy problems
3 Improved data analysis and processing Price of maintenance due to a changing
capability environment
4 Opens up the possibility for a tailored
Increased price transparency and
market competition
5 Improved product and service exposure Worldwide competition through
globalization
6 Unlimited accessibility to everyone Know how to deal with negative reactions
from the public as they come quickly
7 If done correctly-more loyalty to the Campaigns can be copied easily
brand

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