Cases on Consumer-Centric Marketing Management

Happiness and sadness recognition system: preliminary results with an Intel RealSense 3D Sensor

Abstract: Systems and devices that can recognize human affects have been in development for a considerable time. Facial features are usually extracted by using video data or a Microsoft Kinect sensor. The present paper proposes an emotion recognition system that uses the recent Intel RealSense 3D sensor, whose reliability and validity in the field of emotion recognition has not yet been studied. This preliminary work focus on happiness and sadness. The system extracts the user’s facial Action Units and head motion data. Then, it uses a Support Vector Machine to automatically classify the emotion expressed by the user. The results point out the adequacy of Intel RealSense for facial features extraction in emotion recognition systems as well as the importance of determining head motion when recognizing sadness.

Trends in the Use of Social Media as a Tool of Marketing Communications in FMCG Sector in India

Abstract: The advent of Social Media has changed the way FMCG companies conduct their business. With nearly 45 million users in India and growing rapidly, social media's popularity is making organizations to participate in social media to communicate with their customers and also encourage sales. By some estimates, social networking now accounts for 40 percent of all time spent online in India. Nearly one in 10 Internet visits ends up at a social network; nearly one in four page views is on a social networking site, thus making social networking a lucrative option for brand managers to communicate their brand and to create a brand identity. The Indian FMCG Sector has recently started adopting social media as a tool of marketing communications along with traditional media. This paper, based on desk reviews, highlights that Indian FMCG businesses are using Social Media for brand re-positioning and developing a brand image while focusing on developing relationships with consumers rather than on merely providing information.

Role of Tourism Industry in Employment Generation: A Case Study of Nagaland

Abstract: Globally, ‘Tourism industry’ has been considered as the second largest employer amongst other significant sectors contributing to economic growth. It is having a close nexus with employment generation and economic growth. When a country moves forward socially and economically, a need for expansion of employment avenues also grows simultaneously. Hence, Tourism Sector has a tremendous potential, especially in India, for development. The industry extends its territory by launching multifarious allied projects such as setting up of parks, sports clubs, hotels and restaurants, transport operations etc., In North East India, Nagaland is one of the States possessing an enormous potential for development of Tourism industry. This chapter is proposed to study the role of Tourism industry in boosting socioeconomic development Nagaland, to focus on contribution of hotels and restaurants towards employment generation, to identify major marketing issues/bottlenecks the industry and to suggest corrective measures to ensure sustainable tourism marketing in the State.

Effect of Image Transmission in Sports Sponsorship in Chile

Abstract: This chapter firstly aims to introduce the notion of sports sponsorship and the effect it has on the commercialization of products and services with society and, more importantly, its use by companies to project a positive image associated with their brand and objectives. Secondly, the chapter explains the various measurement and evaluation tools available for efficacy transmission of image in sponsorship. It provides a process model for the implementation of the sport sponsorship model based on Irwin and Asimakopoulos (1992) and later adapted by Karg (2007). Finally, the chapter compares sports sponsorship investment in Chile with more advanced countries such as Spain and the United States and how companies allocate funding towards sports with the aim of increasing their brand in associated markets.

Social media as a tool of marketing communications in FMCG sector in India

Abstract: The advent of Social Media has changed the way FMCG companies conduct their business. With nearly 45 million users in India and growing rapidly, social media's popularity is making organizations to participate in social media to communicate with their customers and also encourage sales. By some estimates, social networking now accounts for 40 percent of all time spent online in India. Nearly one in 10 Internet visits ends up at a social network; nearly one in four page views is on a social networking site, thus making social networking a lucrative option for brand managers to communicate their brand and to create a brand identity. The Indian FMCG Sector has recently started adopting social media as a tool of marketing communications along with traditional media. This paper, based on desk reviews, highlights that Indian FMCG businesses are using Social Media for brand re-positioning and developing a brand image while focusing on developing relationships with consumers rather than on merely providing information.