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Amul: Engaging Chefs as Influencers
內容大綱
In early 2020, during the COVID-19 pandemic and subsequent lockdown periods, the marketing director of Anand Milk Union Limited (Amul) was in a virtual meeting with his marketing manager. The two men were discussing plans for a marketing campaign for the hotel, restaurant, and cafes (HoReCa) market segment to be run during the pandemic. The campaign was expected to target and engage the key stakeholders (or influencers) of the HoReCa segment—the chefs in the food service industry. Before the pandemic, Amul engaged with chefs mainly through personal relationships, based on individual in-person meetings. However, in context of the adversity caused by the outbreak of the COVID-19 pandemic, in-person meetings were no longer feasible. The challenge for Amul was to build a scalable and executable marketing campaign that would engage chefs, the market’s key influencers.
學習目標
This case can be used in courses on content-building for digital marketing, marketing activation for integrated marketing communication, and category management for product and brand management at the graduate and executive levels. After working through the case and assignment questions, students will be able to<ul><li>understand the role and importance of managing key market influencers;</li><li>learn how social media can be used to engage key influencers frugally and practically in the delivery of a marketing strategy;</li><li>use content created by social media users to engage stakeholders; and</li><li>understand the theoretical underpinnings of influencer management.</li></ul>