Kenja 2022

Abstract

Kenja is a B2B digital transformation and software enterprise solutions company consisting of multiple applications and tools. Kenja provides tailored content management solutions to its partners and leverages the very safe and transparent Blockchain technology. The case would be aimed at marketing students, particularly revolving around current digital marketing trends and the marketing challenges faced by small organizations like Kenja. Students can first understand Kenja’s company background, their competitive landscape and most importantly their customers. The case would then talk about digital marketing at Kenja and the challenge they are currently facing - explaining to their major customers, the enterprises on ‘HOW’ Kenja, can help revolutionize their business by using the very safe and trusted blockchain technology. This could primarily be understood with frameworks such as 4C Analysis, Porters 5 Forces, 5Ps of Marketing etc. The case would also discuss and explain the specific Digital Marketing tools Kenja has used so far such as ‘Content Based Marketing’, ‘Show Marketing’, ‘Website’, ‘SEO’ and ‘Association and Networking’ to reach out to their customers, and explain how even though some of these tactics have helped them bring multiple leads to the company and gain great insights, however, with constant changes in the digital marketing era, the continuous challenge still remains on Identifying and Leveraging the ‘appropriate’ digital marketing tools to reach out to their target customer to be able to build their Brand!The case would not only encourage direct participation by students but also challenge them to come up with practical solutions that can be applied by Kenja in the near future.

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