EXPLORING THE IMPACT OF DIGITAL

MARKETING ON BRAND VALUE: A

CASE STUDY OF TATA
(RESEARCH PROPOSAL)

STUDENT NAME:PURVA BHARGAVA

DATE:8/10/2021
 Rationale behind the topic

• The research topic is very crucial as it highlights the

digital marketing strategies of TATA Group.
• It will help to evaluate how the digital marketing
techniques influence the brand value and market
share of TATA Group.
• It will throw light on the digital marketing tools to
increase the brand value of leading companies in the
highly competitive market (Bizhanova et al., 2019).
• It will help to reach the target audience in a
measurable and cost effective manner.
 Proposed literature review and research gaps

• Digital marketing strategies focus on the business growth

by changing the way of communication with the customers
(Shafiulla, 2019).
• Digital marketing tools like social media provide an
important platform to inform, educate, entertain and
upgrade the customers about the brand (Makrides et al.,
2020).
• The previous literature did not adequately focus on the role
played by digital marketing tools in improving the brand
value of a company.
• The literature only threw light on how global companies
use digital marketing strategies to penetrate new markets
(Pandey et al., 2020).
Proposed research questions and research objectives

• RQ1: How does digital marketing strategies

impact the brand value of TATA Group?
• RQ2: What are the recommendations for
enhancing the digital marketing techniques of
TATA Group that would increase its brand
value?
• To assess the impact of digital marketing on
the brand value of TATA Group.
• To analyse the role of digital marketing tools
in enhancing the brand reputation of TATA
Group.
Proposed research methodology

• Qualitative research methodology will be used

to analyse the aftermath of digital marketing
strategies of TATA Group on its brand value
(Dźwigoł, 2019).
• An interview will be conducted with three
marketing managers of the TATA Group.
• The sample size of the research is 3.
• The research will prepare a questionnaire
containing five open ended interview questions.
 Expected contribution and possible questions based on broad
research

• It is expected that the research will shed light on the impact

of digital marketing tools and techniques on the brand
value of TATA Group.
• It is expected that the research will highlight the different
digital marketing tools that the TATA Group should
explore in order to increase its brand value and market
share.
• It is expected that the research will emphasize the effective
digital marketing approaches that the TATA Group should
use in order to sustain in the competitive market.
 Will the research be effective in exploring the diverse
digital marketing strategies that the TATA Group shall
adopt to enhance its brand value?
 References

 Bizhanova, K., Mamyrbekov, A., Umarov, I., Orazymbetova, A. and Khairullaeva, A., 2019. Impact of digital marketing development on
entrepreneurship. In E3S web of conferences (Vol. 135, p. 04023). EDP Sciences.
https://www.e3s-conferences.org/articles/e3sconf/abs/2019/61/e3sconf_itese18_04023/e3sconf_itese18_04023.html

 Dźwigoł, H., 2019. Research methods and techniques in new management trends: research results. Virtual Economics, 2(1), pp.31-48.
https://www.ceeol.com/search/article-detail?id=896272

 Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing prospects of building brand awareness overseas.
Business Perspectives and Research, 8(1), pp.4-20. https://journals.sagepub.com/doi/abs/10.1177/2278533719860016

 Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations: structured literature review and future research directions.
Journal of Business & Industrial Marketing. https://www.emerald.com/insight/content/doi/10.1108/JBIM-06-2019-0283/full/html

 Shafiulla, B., 2019. Tata Zica to Tata Tiago: Digital Marketing Strategy of Tata Motors for Rebranding. IUP Journal of Marketing Management,
18(3), pp.40-59. https://search.proquest.com/openview/b9e594bdcbaa8335b2ac22abf4b96d70/1?pq-origsite=gscholar&cbl=54464