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- Herausgeber: Bentham Science Publishers
- Kategorie: Fachliteratur
- Sprache: Englisch
Trends in Business Process Modeling and Digital Marketing: Case Studies and Emerging Technologies explores how cutting-edge technologies transform business processes and digital marketing strategies across industries. The book highlights practical applications of AI, VR, and data analytics through case studies in sectors like feminine hygiene, fintech, travel, and retail. It emphasizes the importance of customer-centric approaches and data-driven decision-making, providing actionable frameworks for personalization, audience targeting, and operational efficiency. Ideal for professionals, entrepreneurs, and researchers, this resource bridges theory and practice, offering insights into how emerging digital tools can drive growth and optimize workflows in a rapidly evolving marketplace.
Key Features:
- Real-world examples from diverse industries illustrate how digital marketing and process innovations are applied effectively.
- Practical insights on leveraging AI, VR, AR, and the metaverse for marketing, customer engagement, and efficiency.
- Scenario-based frameworks offering solutions for targeting, segmentation, and strategic decision-making.
- Sector-focused tourism, retail, and finance insights addressing unique challenges and technological applications.
Readership:
Ideal for business professionals, digital marketers, entrepreneurs, researchers, and students interested in digital transformation and emerging technologies.
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Seitenzahl: 275
Veröffentlichungsjahr: 2024
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FOREWORD
In the ever-evolving landscape of business and marketing, staying ahead of the curve is not just a strategic advantage but a necessity. “Trends in Business Process Modelling and Digital Marketing: Case Studies and Emerging Technologies” serves as a timely and insightful guide into the dynamic realms of business process modeling and digital marketing.
As businesses navigate the intricate web of processes and strive for digital excellence, this book emerges as a beacon, shedding light on the transformative trends that shape industries today. The intricate interplay between business processes and digital marketing is a key theme explored within these pages. Through case studies and explorations of emerging technologies, this volume provides a comprehensive roadmap for practitioners, academics, and enthusiasts alike.
The case studies presented here are more than just stories—they are windows into real-world scenarios where innovative approaches have led to success. Each case study not only elucidates the challenges faced but, more importantly, unveils the strategies and technologies that pave the way for triumph. From streamlining complex business processes to harnessing the power of data-driven marketing, the narratives within offer valuable lessons and inspiration.
Moreover, as we navigate the uncharted territories of emerging technologies, the book serves as a compass, guiding readers through the intricacies of AI, block chain, and other transformative tools. The authors expertly unravel the potential applications and impact of these technologies, providing a roadmap for organizations seeking to harness their power.
In a world where change is constant, understanding the latest trends is paramount. This book is not just a collection of insights; it is a living document that reflects the pulse of contemporary business and marketing practices. As you embark on this journey through the pages ahead, may you find inspiration, practical wisdom, and a renewed sense of excitement for the possibilities that lie ahead.
PREFACE
Welcome to “Trends in Business Process Modelling and Digital Marketing: Case Studies and Emerging Technologies”. In the ever-evolving landscape of business and marketing, adaptability and foresight are paramount. This compilation seeks to unravel the intricate tapestry of contemporary business processes and digital marketing strategies, offering a panoramic view of the trends that shape industries worldwide.
As editors, our journey in curating this volume has been a fascinating exploration of the synergies between business process modeling and digital marketing. The convergence of these two domains is more than a mere coincidence; it represents a strategic imperative for organizations aiming not only to survive but to thrive in the digital age.
The case studies presented in this collection serve as practical testimonies to the dynamic challenges faced by businesses today. Through these real-world narratives, we delve into the intricacies of process optimization, customer engagement, and the strategic integration of digital technologies. Each case study is a testament to the resilience and ingenuity of organizations in navigating the complexities of the modern business landscape.
In addition to the case studies, this volume delves into the realm of emerging technologies that are reshaping the way business processes are modeled and digital marketing strategies are executed. From the transformative power of artificial intelligence to the decentralized promise of blockchain, our exploration of these technologies aims to equip readers with the knowledge and insights needed to navigate the digital frontier.
We extend our heartfelt gratitude to the contributors—experts, practitioners, and thought leaders—who generously shared their experiences and expertise, making this volume a rich tapestry of insights. Their dedication to advancing the understanding of business processes and digital marketing is evident in the depth and breadth of the content presented here.
As you embark on this journey through “Trends in Business Process Modelling and Digital Marketing”, we encourage you to engage with case studies and emerging technologies, seeking inspiration and practical guidance for your own endeavors. The future of business and marketing is shaped by those who understand the trends of today and embrace the possibilities of tomorrow.
ACHNOWLEDGEMENT
The creation of “Trends in Business Process Modelling and Digital Marketing: Case Studies and Emerging Technologies” has been a collaborative effort enriched by the contributions, support, and dedication of numerous individuals and organizations. As we take a moment to express our gratitude, we extend our sincere thanks to those who have played a pivotal role in bringing this book to fruition.
First and foremost, we express our deepest appreciation to the contributors—esteemed professionals, researchers, and practitioners—whose insights and expertise have added immense value to this compilation. Your willingness to share your experiences, innovative strategies, and knowledge has been instrumental in creating a diverse and comprehensive exploration of business process modeling and digital marketing trends.
A special thanks to the reviewers whose meticulous feedback and constructive criticism have helped refine the content, ensuring the highest quality and relevance for our readers. Your dedication to maintaining scholarly standards is greatly appreciated.
We acknowledge the editorial and production teams whose diligence and expertise have transformed ideas into a tangible publication. Your commitment to excellence is evident on every page of this book.
To our families and friends who have patiently supported us during the countless hours dedicated to this project, we express our heartfelt thanks. Your understanding, encouragement, and unwavering belief in our endeavors have been a constant source of inspiration.
Finally, we extend our appreciation to the readers of ” Trends in Business Process Modelling and Digital Marketing: Case Studies and Emerging Technologies.” Your interest in exploring the dynamic intersections of business processes and digital marketing motivates us to continue our pursuit of knowledge and understanding in this ever-evolving field.
Thank you to everyone who has contributed to this project, directly or indirectly. Your collective efforts have made “Trends in Business Process Modelling and Digital Marketing” a reality.
With gratitude,
List of Contributors
Analyzing Digital Marketing Strategies of Market Leaders in the Feminine Hygiene Product Category: Gender Perspectives and Innovations
Maithili Ganjoo1,Gunjan Sachdeva1,*Abstract
In the dynamic field of digital marketing, it is critical to comprehend the nuances of customer behavior from a gender perspective, especially in categories like feminine hygiene. Through the lens of gender theories, this study explores the digital marketing strategies of three brands in the Indian sanitary napkin market: Whisper, Stayfree, and Sofy. By examining data from their digital campaigns and engaging in qualitative analysis, this research aims to explore the intricacies of how these brands cater to diverse gender demographics. Drawing from the ideologies of gender-based marketing, this study explores the dynamics that shape consumer responses to digital marketing initiatives. By examining consumer demographics and campaign details, the study provides useful recommendations for marketers looking to improve their strategies, in addition to illuminating the gendered aspects of digital marketing in the feminine hygiene industry. India has a population of 1.366 billion people, with 50.8% of the population being female. The majority of workers in India are informal workers, with women working mostly at the lower rung of the occupational ladder as agricultural laborers, petty traders, manufacturing outworkers, etc. The Indian sanitary napkin market is a highly competitive space, with brands like Whisper, Stayfree, and Sofy vying for a share of the market. According to a report by Your Story, feminine hygiene products need better marketing in India, and retailers are inevitably responsible for presenting the product to the buyer. Digital marketing has emerged as a powerful tool for brands to reach out to their target audience. With the advent of digital platforms, brands can now reach out to their customers in a more targeted and personalized manner. AI intervention in marketing has also enabled brands to create more effective campaigns by analyzing consumer data and providing insights into consumer behavior.
INTRODUCTION
A revolution is happening in the dynamic world of digital marketing, where paper is replaced by pixels and tastes are shaped by algorithms. We interact with customers through displays, platforms, and clicks as the internet becomes our canvas (Kannan & Li, 2017). Digital marketing powers everything from social media campaigns to search engine rankings in today's business world (Saura, 2021). Advertising is only one aspect of it; other aspects include creating experiences, following data trails, and building tales (Wymbs, 2011). Enter this pixelated world now, where each click initiates a dialogue and each pixel represents a potential outcome (Saura, 2021). Digital marketing has become instrumental for businesses to connect with their audience, and this chapter delves into the strategies employed by market leaders in the feminine hygiene product category, with a particular focus on gender perspectives and innovations. As the digital age unfolds, it becomes imperative for businesses to embrace digital marketing strategies to remain competitive and tap into new opportunities (Charlesworth, 2014). The internet, with its vast user base of over 5.35 billion people globally, serves as the primary medium for these strategies (Internet and Social Media Users in the World 2024 | Statista, 2024). The digital space not only allows businesses to broaden their marketing reach but also enables them to narrow their focus with precision, targeting specific niche segments within a broader market. In this context, the importance of a well-formulated digital marketing strategy cannot be overstated, as it ensures that efforts are concentrated on elements most relevant to the business (Saura, 2021).
A coherent digital marketing strategy is indispensable in navigating the constantly evolving digital marketplace, facilitating an understanding of its impact on the relationship between a business or brand and its customers. In the absence of such a strategy, businesses risk missing golden opportunities and falling behind competitors in the ever-expanding digital landscape (Acs et al., 2021). Unlike traditional mass-media marketing, the internet provides unique capabilities to both broaden and narrow marketing efforts simultaneously, transcending geographical constraints while allowing for precise targeting (Daoud et al., 2024). Digital marketing strategies revolve around the traditional marketing mix, encompassing Product, Price, Promotion, and Place. “Place” in the digital sphere mostly refers to the internet and the large online community that uses it often. Pricing in the digital space is crucial, with transparency driving the need for businesses to offer compelling value propositions (Kannan & Li, 2017). Since it serves as the foundation for efficient customer interaction, a robust and marketable product is essential to the success of digital marketing. Digital marketing involves promoting using a variety of platforms, with the company website serving as the focal point of online activity (Wymbs, 2011). By matching content to user search queries, search engine optimization (SEO) improves organic search results (Dumitriu & Popescu, 2020). Businesses may gain visibility for certain keywords by utilizing pay-per-click search advertising (PPC) (Mangàni, 2004). Maintaining current customers and establishing enduring relationships become critical functions of customer relationship management. The digital promotional environment is varied and includes elements such as content marketing, display media, and rising trends like online video and retargeting (Melović et al., 2020). The theoretical foundation of this study is Bem's (1974) gender schema theory, which is comparable to Goffman's framing theory. Building on the works of Iyer and Debevec (1986), Milner et al. (1990), and Milner and Fodness (1996), the research investigates the gendered perceptions of products, specifically in the context of feminine hygiene items. As a result of societal norms and mass media transmission, the theory suggests that customers attach gender identities to items.
The feminine hygiene sector, especially in India, has a distinct environment influenced by shifting social attitudes and cultural taboos. India became a booming market for consumer goods, including menstrual hygiene products, after economic liberalization in 1991 (Economic Liberalization of 1991 - Study Page, n.d.). However, there are issues because of the ongoing cultural taboo around menstruation; girls are frequently exposed to limitations and social conventions that prevent candid conversations. Because menstruation is taboo in many communities, women have historically been forced to conceal it, which has limited conversation and increased misunderstandings (Jagadale & Jagadale, 2018).
Throughout the years, several items have been developed to help manage menstrual outflow, including tampons, menstrual cups, cotton pads, and sanitary napkins (Garg et al., 2011). The three main brands in the Indian sanitary napkin market—Whisper, Stayfree, and Sofy—are the subject of this study's digital marketing techniques. Since its 1989 inception, Whisper has significantly changed the menstrual hygiene market in India. Whisper was the first company to publicly mention sanitary pads in advertisements after initially encountering difficulties with prime-time television advertising. The brand cleverly paired with Renuka Sahane, a well-known television personality, to recount her story. In order to dispel stereotypes and start talking about menstruation, Whisper launched creative ads like “Touch the Pickle” and school teaching initiatives over the course of two decades. These efforts were aimed at raising awareness of and increasing access to menstrual hygiene products (Whisper’s History, 2021). With the invention of the first beltless pad, Stayfree, founded in 1974, has led the way in feminine care. Pre- and post-menstrual products are available from the brand, with a selection of choices to suit various needs. Stayfree has continuously improved its products to satisfy the shifting needs of customers while remaining committed to providing comfortable, dry protection (Stayfree, n.d.). With a long history spanning more than 50 years, Sofy, a Unicharm brand, has been committed to satisfying the changing requirements of women. With a commitment to reducing discomfort and ensuring a secure feeling during menstruation, Sofy's name reflects sophistication and a soft-hearted approach (Sofy History, n.d.).
This study explores the digital marketing strategies of three brands in the Indian sanitary napkin market: Whisper, Stayfree, and Sofy. By examining data from their digital campaigns and engaging in qualitative analysis, this research aims to explore the intricacies of how these brands cater to diverse gender demographics. Drawing from the ideologies of gender-based marketing, this study explores the dynamics that shape consumer responses to digital marketing initiatives. By examining consumer demographics and campaign details, the study provides useful recommendations for marketers looking to improve their strategies, in addition to illuminating the gendered aspects of digital marketing in the feminine hygiene industry.
This book chapter's approach entails a thorough examination of digital marketing strategies used by Whisper, Stayfree, and Sofy—three well-known firms in the Indian sanitary napkin market. The study employs a qualitative methodology, analyzing data from their digital campaigns to investigate how these businesses address a range of gender demographics. The study explores how consumer responses to digital marketing activities in the feminine hygiene business are shaped by certain dynamics, taking inspiration from the philosophies of gender-based marketing. The research takes into account customer demographics, campaign specifics, and the prevailing gender viewpoints present in the digital marketing environment to comprehend the nuances of each brand's approach. In order to provide a thorough study on the distinctive strategies used by Whisper, Stayfree, and Sofy, the methodology also includes a cross-brand comparison analysis. A comparison analysis outcome table is incorporated in the study to illustrate the unique approaches taken by each company, with a focus on target demographics, storytelling tactics, and overall message. The research's insights are intended to furnish marketers looking to improve their digital marketing strategy with practical suggestions. Furthermore, the research advances existing knowledge of gendered dimensions of digital marketing about feminine hygiene. This technique provides a comprehensive understanding of the digital marketing environment in the feminine hygiene sector through an imaginative and thorough examination of each brand's campaigns, highlighting both potential and obstacles.
Overview of the Indian Sanitary Napkin Market
The usage of sanitary napkins continues to be a delicate thread, woven with both opportunity and challenges, in India's feminine hygiene environment. Even though sanitary napkins are referred to as “Every Woman's Health Right,” data show that a shocking 12% of India's vast female population uses them. Over 88% of people choose alternatives such as husk sand, ashes, and unclean cloth, putting their health at risk for serious conditions, including reproductive tract infections (RTIs), which occur at an alarming 70% greater incidence. Affordability is showing up as a significant obstacle in the complex market dynamics. A striking imbalance between accessibility and necessity is shown by the overwhelming 70% of women who say that the high price of sanitary napkins is prohibitive. In response, the Union Health Ministry launched a ground-breaking Rs 150-crore program in 2012 to enhance cost and accessibility, especially for teenage females living in rural areas. Girls living below the poverty line (BPL) receive packs of six sanitary napkins for a minimal fee of Rs 1, while those living above the poverty line (APL) pay somewhat more, Rs 6. Even with these coordinated efforts, the market dynamics remain unclear, raising the question: Is the only thing standing in the way of better menstrual hygiene—economic constraints? The activities of Auxiliary Nurses and Midwives (ANM) of NRHM and Accredited Social Health Activists (ASHA), which include free distribution drives in rural areas, highlight a complex issue (Goyal, 2016). In the complex structure of the Indian sanitary napkin business, patterns emerge amidst obstacles and goals. Although the government's excellent attempts to improve accessibility and affordability are encouraging, the fundamentals of the market tell a different story. Despite funded attempts, alternative hygiene methods continue to dominate, indicating a deeper-seated problem that goes beyond simple economics (Garg et al., 2011). The competitive landscape of feminine hygiene products is characterized by obstacles that foster growth. Market incumbents must negotiate a difficult environment while government initiatives aim to level the playing field. Aside from cost, the success of sanitary napkin manufacturers also depends on subtle approaches that cater to the many demands of Indian women, taking into account both cultural quirks and health requirements. The competitive environment changes as the market does, taking on new forms due to innovation, accessibility, and the unwavering goal of empowering women's health (Fadnis, 2017).
Digital Marketing Strategies of Whisper
In the field of feminine hygiene, Whisper was a game-changer that cleverly positioned itself as more than simply a sanitary pad. It broke menstrual taboos and became a symbol of empowerment (Knappe & Lang, 2014). Since its launch by Procter and Gamble (P&G) in 1983, Whisper has transformed the discourse surrounding menstrual health and social norms, especially in nations like India, where it was formerly frowned upon to mention menstruation in public (Whisper’s History, 2021). Since its 1992 launch in India, Whisper has persistently defied social conventions and generated discussions around menstruation hygiene. Notable advertisements include “Touch the Pickle” from 2015. Through candidly discussing subjects that were previously taboo, Whisper established a reputation as a company that advocated for female empowerment and social change in addition to offering a required product. Whisper's message of empowerment and dismantling the stigma associated with menstruation have been further enhanced by its use of internet marketing techniques (Sunam, 2020). Launched in 2017, the “Sit Improper” ad challenged social standards by presenting improper sitting as a sign of ease and independence for women. Whisper skillfully challenged gender norms and encouraged women to embrace their individuality with compelling images and relevant messages. Furthermore, Whisper's 2018 “Break The Silence” campaign carried on its goal of de-stigmatizing menstruation. Whisper established a closer connection with its audience by presenting real-life examples of empowerment and humiliation while presenting menstruation as a normal and natural part of women's lives. In order to increase interaction and cultivate brand loyalty, Whisper used narrative and emotional appeal in each of its campaigns to spread its message to a larger audience. Whisper successfully positioned itself as a brand that promoted social change and female empowerment in addition to offering a product by showcasing true tales and realistic scenarios (Vouge, 2022). Whisper's internet marketing tactics have been crucial to the company's branding and positioning, allowing it to advocate for significant social concerns and challenge conventional perceptions about menstruation in addition to selling products (Whisper’s History, 2021).
Whisper started its “The Missing Chapter” campaign in 2023. It is an effective campaign that tackles the taboo issue of menstruation in India. This campaign aligns perfectly with our study, which delves into the digital marketing strategies of leading sanitary napkin brands in India, specifically focusing on Whisper. By analyzing Whisper's campaign, we gain insights into how the brand targets diverse gender demographics and shapes consumer responses through its digital marketing efforts. The campaign addresses the taboo topic of menstruation in India and the cultural, societal, and political constraints around it. Whisper seeks to empower young girls by educating them about the biology of menstruation, enabling them to normalize periods and get over trauma and anxieties related to them (Whisper’s History, 2021). The main feature of the campaign is a “two minutes and thirty-five-second” YouTube video. It shows a schoolgirl giving her friends red papers with uterine diagrams and menstrual information on them. She courageously discusses the significance of understanding menstruation in front of the school assembly despite the possibility of negative outcomes. Her speech, which drew cheers from her peers and instructors, emphasizes the value of a period of education.
