Assignment: Presented by Mahim Mahendra Wahane

Assignment
Presented by
Mahim Mahendra Wahane
Case : Estimate the number of copies of
newspaper to be printed daily for kids.
Solution : A good proxy in this a problem is the population

of kids in India, i.e., (31 jul 2022). Following is an effective
way to segment this population :
Population of India : 1.4 billion (100%)
Population of kids ( 5-13 years ) 20%

Segment I Urban (8%) Rural(12%)
Segment II Age 5-10( 6%) Age 11-13(2%) Age 5-10 (9% ) Age 11-13 (3%)
kids who can 5% 2% 3% 2%

afford newspaper
Population 14000000 5600000 8400000 5600000
Total number of 159.6 million

copies to be
printed
Following were the key considerations in building the
segmentation and the intermediate guesses:
1. Here, the children of age group 5-13 years are
considered as kids.
2. The rural population has more number of kids than
urban population.
3. Further there are more kids in the age group 5-10 as
compared to age group 11-13 in both urban and rural
population.
4. The number of kids who can afford newspaper are
more in urban than the rural population.
5. The average number of copies they must print daily is
to be around 159.6 million.
Pull And Push Marketing
PULL MARKETING PUSH MARKETING
 A passive strategy that  It involves proactive

works on attracting effort to convince
customers with values or customer to buy their
desires. product.
 It mostly focuses on  It focuses on product’s
aspirational values. feature.
 For common product  For new products or old
with non special products in new market
characteristics, pull push marketing is
marketing is suitable. necessary.
PULL MARKETING PUSH MARKETING
 It is marketing driven.  It is sales driven.
 It has shorter sales cycle.  It has longer sales cycle.
 PROS :  PROS :
 Users knows what they  Help new brands to get
are looking for. off their feet.
 Targeted, engages the  Good for niche markets.
customer.  CONS :
 CONS :  Lacks of targeted
 Requires constant approach.
attention.  Can be more expensive.
 Works best when there is
brand loyalty.
User behavior across different apps
 Facebook statistics
 Users
 Facebook’s MAUs are fast approaching 3 billion people, that’s 36% of the world’s
population
 58.8% of the world’s total internet users use Facebook monthly
 Just over 66% of Facebook users log onto the site daily
 Demographics
 56.5% of Facebook users worldwide are male, 43.5% are female
 Almost 20% of Facebook’s worldwide users are men aged 25-34
 Women aged 13-17 are Facebook’s lowest demographic of users across the globe
 In America, women aged 25-34 are the most prolific users of Facebook
 India boasts the most Facebook users, with 349 million choosing to use the channel.
The US is close behind, with almost 194 million users .
 YouTube statistics
 Users
 Out of all the social networking channels, people spend the most
time hanging out on YouTube
 The channel boasts an average of 23.7 hours per month spent on the video
platform
 81% of Americans use YouTube
 36% of American adults say that they visit YouTube several times a day
 99% of YouTube users are regularly checking another platform
 Demographics
 80% of parents say that their children (under 11) watch YouTube
 54% of YouTube users are male, and 46% are female
 YouTube is most popular in India, closely followed by the US and Indonesia
 Google search statistics
 Users
 There are 246 million unique Google users in the US.
 Google has 4.3 billion users worldwide. Based on 4.72 billion internet users
worldwide and a market share of 92.24%.
 In April 2021, Google had estimated unique visitors of 3.5 billion in the US.
 In 2020, Google search traffic surged by 22% compared to 2019 for the 1,000
most visited websites in the world.
 Demographics
 Google has over 40,000 search queries per second.
Google has over 3.5 billion searches per day.
Google has 1.2 trillion searches per year.
 Instagram statistics
 Users
 Instagram now boasts over 1.5 billion users
 Instagram ads reach almost 30% of internet users
 Instagram is the fourth most popular social networking site in the world
 The average user worldwide spends 11.2 hours per month on Instagram
 In Turkey, Insta’ usage is the highest, with an average of 20.2 hours per
month
 South Korea totals the lowest amount of time spent per month with 5.8
hours
 Demographics
 Users aged 25-34 are the biggest cohort of Instagram users
 Instagram is Gen-Z’s favorite social media platform
 Men account for 51.6% of Instagram users, with women making up the other
48.4%
 Snapchat statistics
 Users
 Users spend an average of 3 hours per month on Snapchat
 Snapchat boasts over 319 million daily active users
 Year on year growth for DAUs has been 20% over five consecutive quarters
 23% of American adults use Snapchat (outpacing Twitter and TikTok)
 Demographics
 Snapchat reaches 75% of millennials and Gen Z
 The social media app is most popular with both men and women aged 18-
24, and the least popular cohort is men aged 50+
Which social media platform the advertisers should use to achieve their business
goals can be determined by below steps :
STEP 1 : Define Your Social Media Goals

There are many benefits to using social media, but it’s important to have specific goals
before you move forward. That way you can create a successful social media strategy for
your business.
For one, your objectives will help determine not only the social platform you choose, but
also the content you create, the audience you target, and more. Here are some of the most
common benefits of using social media that you might want to focus on:
Improve your customer service offerings by providing another platform on which customers
can reach out with complaints, questions, and concerns. Get some ideas of how to do this
by seeing what other brands are doing to apply social customer service successfully.
Identify new leads and prospects who are similar to your best customers.
Reach out to new audiences and social media demographics who might be receptive to your
products or services.
Increase brand awareness and expose your business to new people.
Learn about the needs, wants, and habits of your audience and customers. Increasing traffic
to your site and boosting sales
STEP 2 : Determine What Channels Your Audience Uses
The entire point of successful social media marketing is to put you in contact
with your most receptive audience. So, it’s not advisable to choose a platform
where your audience doesn’t operate.
Unfortunately, there's no ‘Field of Dreams’ opportunity here where your
prospects will start using the social platform of your choice just because you’ve
created a profile. Instead, it’s a much better idea to analyze which platforms
your audience prefers and seek them out on the networks they already use.
A key thing to do when starting this process is to conduct some audience
research to define a buyer persona. That way you know who you are looking
for and can narrow down the platforms that they use by gender, demographics,
interests etc.
STEP 3 : Examine the Type of Content You Create
Different types of content work better with certain social media platforms, so it’s key that you
consider carefully the type of content you like to create and distribute that will work best with
your brand.
Instagram, for instance, is all about visuals, so it may not be the right place to share long-form
content like whitepapers. The type of content you create will depend on several things,
including your industry, your brand, and your target audience.
Uses of different social media platforms and successful content:
Blog posts - Business blogs can be just as great as personal ones for audience engagement
Podcasts - Collaborate with industry leaders to tap into their audience on social networks and
use hashtags when sharing to increase reach
Ebooks - This type of long-form content can provide huge value to potential customers and
are great for lead generation
Videos - The ultimate in content, videos can expand your reach widely if something you create
goes viral. Check out these 9 ideas for social media videos to get you started.
Photographs - Using photos to showcase the inner workings of your business, your team or
even something humorous can help drive engagement and traffic
STEP 4 : Pair Your Goals, Audience, and Content with the Right Platform
Once you’ve settled on the social media goals, have determined where your
audience is, and decided what type of content works best, you can compare the
different social media platforms to determine which one will meet your needs. To
help you decide, here's a rundown of the top platforms by audience size, what
they're good for, and what a typical user looks like:
Facebook for Business : This is currently the largest platform, with over 2.89 billion
monthly active users, with India and America leading the way in terms of country
usage. Facebook is great for lead generation, and its advertising platform can be
highly customized to target specific audiences.
YouTube for Business : The video platform has over 2 billion active users and is
watched by 74% of American adults. As the second-most visited website after
Google, it has huge potential for reaching your audience.
Obviously, the content you want to create to be successful on YouTube is video!
An interesting insight is that videos using the term ‘beginner’ has doubled in
popularity and could be a great way for you to get views
Google search for Business : Google Business Profile is a free feature from Google
that helps business owners manage their online presence across the search engine
and its growing portfolio of utilities, including Google Maps.
Seasoned SEO professionals use Google Business Profiles to leverage a location-
based strategy.
Instagram for Business : There are 1.2 billion users on Instagram with 500 million of
those looking at Instagram Stories daily. That’s some level of activity to tap into.
Like Facebook, live video has become very popular on Instagram particularly during
the Covid-19 pandemic for obvious reasons. The introduction of Instagram Shops
now makes it easier for brands to make money on the platform enabling purchases
in the app rather than having to direct them to a landing page or website. There
are plans to have a Shopping tab for customers to facilitate easy buying with a
simple click.
Snapchat for Business : To effectively use Snapchat for marketing, you’ll need to
create a Snapchat Business account. It doesn’t matter whether you’re using the
platform for a large company or whether you’re using Snapchat for your small
business — the Business account is needed.
Setting up a Snapchat Business account allows you to do more within the platform.
It lets you access more features that will support your marketing strategy.
THANK
YOU

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Assignment

Solution : A good proxy in this a problem is the population

Population of kids ( 5-13 years ) 20%

kids who can 5% 2% 3% 2%

Total number of 159.6 million

 A passive strategy that  It involves proactive

STEP 1 : Define Your Social Media Goals

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