“Content, content everywhere… . . How to reach and engage consumers?” – Brand Nabhi Sutra
Publication date: 12 May 2022
Issue publication date: 23 June 2022
Abstract
Theoretical basis
The SAVE framework introduced by Richard Ettenson, Eduardo Conrado and Jonathan Knowles can be used to address the problem of content saturation and to plan content strategies for the brand Nabhi Sutra. The framework focuses on the solution, access, value and education instead of the traditional four Ps of marketing.
Research methodology
The research methodology involved conducting structured interviews with the protagonist. The responses were recorded and analysed for the case development. The supplementary information was taken from the brand’s website “nabhisutra.com” and its Facebook and Instagram pages.
Case overview/synopsis
The case is classified in the category of a short case addressing the identification of the problem of content saturation and guidelines to avoid it. The case narrates the story of Nabhi Sutra, a health-care start-up that offers “Ayurveda” remedies in the form of oil to be applied to the navel to cure health issues. Ms Vakharia, the owner of Nabhi Sutra, mentioned that her social media posts and campaigns are not reaching the desired target audience.
Complexity academic level
The case can be used for teaching undergraduate, postgraduate as well as certificate and executive development programs to teach courses on digital marketing, content marketing and social media marketing to cover the concept of content saturation. The case can be of value addition to the entrepreneurship and digital marketing practitioners.
Keywords
Acknowledgements
Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.
Citation
Nagori, V. and Magotra, C. (2022), "“Content, content everywhere… . . How to reach and engage consumers?” – Brand Nabhi Sutra", , Vol. 18 No. 4, pp. 656-669. https://doi.org/10.1108/TCJ-02-2021-0041
Publisher
:Emerald Publishing Limited
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