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Jindal Steel and

Power Limited (JSPL):


Harnessing Social
Media in the Face of
Tradition

Taha Zar - Lindsey Gore


Schyleur Song - Gordon
Sheehan

1
Overview

With social media trending worldwide, it has become


a marketing asset. As JSPLs Marketing Director, you
are faced with the challenge of circumnavigating
Indias socio-cultural constraints to penetrate the
market through this up and coming medium.

We want to take advantage of this tool; however,


you must first combat Indias socio-cultural
challenges that make the public less receptive to this
medium.

2
Environmental Factors in India:

Geography, Language and Culture


- 35 major cities

- 22 official Languages (including English)

- Perception of Time

- Later work day

- Lack of Punctuality is the Norm

Politics
- Political climate hindered business in the past

- Nepotism
3
Social Media Trends
World Wide
Prevalence of Internet and Smartphones
- Mobile traffic now exceeds desktop traffic
- 2 billion consumer worldwide own a smartphone

India
Use of Facebook and WhatsApp on the Rise for both

Recreational and Business Purposes


- Facebook Business Manager
- WhatsApp Number Included on Business Cards

Used to Further Showcase Celebrity Endorsements

4
Sociocultural Aspects
High Context Culture
- Focuses Decisions and Activities on Personal
Face-to-Face Interactions

Long-Term Orientation Values


- Long-Term Commitments and Respect
for Tradition

Shifting Demographics
- 65% of Population is 35 and Under

5
Traditional Marketing Mediums
- Trust is Higher in Physical, Printed Materials

- Print Marketing Accounted for 34.5% of Total Advertising


in 2015

6
Jindal Steel and Power Limited
Subsidiary of the Jindal Group Conglomerate

Offers products from two sectors: Iron & Steel, and


Power

3rd Top Steel Manufacturing Company in India;


- Under Gallantt Ispat and Tata Steel

Environmental Achievements

Coal Allocation Scandal 7


Case Questions
With the use of social media in india on the rise, Jindal wants to utilize it
as a marketing tool. Because India greatly values relationship before
business they are wary of blindly doing business online and currently
rely more heavily on print marketing.
Propose ways JSPL can:
A. Penetrate new markets through social media while circumventing
underlying cultural norms.

B. Use social media to navigate through this tough period and escape
the bad PR they have gotten from the allegations?

8
Recommendations
Social Media Presence:
- Transparency & Community
Involvement

University Outreach

Facebook Business Manager

QR Code

WhatsApp

Referral Program

9
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