Social media marketing: a brand’s perspective; a case study of Hero MotoCorp Ltd. in Bangladesh

Abstract

In the first world countries the offline media is getting almost obsolete gradually. The change is also affecting Bangladesh. The significant growth of internet and smart phone users in Bangladesh is showing us the necessity to go digital a marketer. The digital marketing in Bangladesh is a new concept. Asiatic Mindshare Bangladesh was the first one ever to realize this need and act thereby. Hero MotorCorp is a known in all over the world. Formerly known as Hero Honda, Hero spread its market from Asia to Africa and America. Hero officially entered the Bangladeshi market in the first half of 2014 by a joint venture with Niloy Motors of Bangladesh. This was a great move for them as everyone in Bangladesh is aware of what Hero is through Indian TV channels, for this it was luxury for them to spend money on something they can achieve without expense. In this case Hero went for social media marketing for Bangladesh. The strategy was great as most of their target audience could have been found in social media. The strategy that hero played was executed quite well with the help of Asiatic Mindshare Bangladesh as Hero’s partner in marketing in Bangladesh. Mindshare planned, operated and executed the communication ideas and needs of hero in Bangladesh. Marketing through social media has always been a challenge as everything in the social media wants to stand out. To find a place of its own in such a short time is always tough. But Mindshare made possible for Hero. Hero now is the biggest bike manufacturing page in Bangladesh.