CONTENT

Workshop-1: Case/Situation: Improving Customer service support ____________ 3

Company: Dr. Batra’s Homeopathy Clinic_________________________________________________ 3

4 S for Web marketing ________________________________________________________________ 3

Workshop-2: _______________________________________________________ 3

Workshop-3: SEM (SEO/SEA) Practices of a University website _______________ 4

Suggested Improvements for SEO: ______________________________________________________ 4

Workshop-4: Attack against AMUL GOLD ________________________________ 5

Analyze Current Situation _____________________________________________________________ 5

Win Customer’s Confidence ___________________________________________________________ 6

Respond Back _______________________________________________________________________ 6

Workshop-5: Social media Strategy for a Hand Sanitizer Brand (Klenza) ________ 8

Objective __________________________________________________________________________ 8

The Brief ___________________________________________________________________________ 8

Setting the Audience and How to go about with the Content_________________________________ 8

Customer Insights ___________________________________________________________________ 8

Competitor Insights __________________________________________________________________ 9

Some Actionable Insights ____________________________________________________________ 10

Approach on Social Media ____________________________________________________________ 10

Case Study: Is Google liable for trademark infringement? __________________ 13

What is Trademark? ________________________________________________________________ 13

Rights of Trademark Owner __________________________________________________________ 14

Essence of trademark infringement in Indian law _________________________________________ 14

Bharat Matrimony Vs Google _________________________________________________________ 14

Our Approach ______________________________________________________________________ 15

Workshop-1: Case/Situation: Improving Customer service support

Company: Dr. Batra’s Homeopathy Clinic

Objective: To provide real time customer care support by leveraging the power of social media

platforms such as Twitter, Facebook etc.

4 S for Web marketing

Scope

Objective: To provide instant support to existing customers

Potential Customers: People active on social media

Influential parties and networks: engaging people with large number of followers

Site

Interactivity: Leveraging the power of huge number of followers on different social

media platforms

Marketing mix (Content): FAQs on website to divert traffic on solved social media

queries

Synergy

Integrating with the existing customer care services to check the overall customer

profitability.

System

Analytics report from Social media platforms to check popularity and engagement.

Workshop-2: Scope of AUTO NINJA

Strategic Mission and Objectives To provide exquisitely designed products for Auto dealers across India. It is a Saas (software as

a service) Company that provides its customers with one stop mobile CRM solutions.

Market Analysis • Market Potential, Forecast, Trends :

It has a high potential as there aren’t many players working in this domain. They could move a

notch further by directly hooking up with the original equipment manufacturers as certain key

dealerships are company owned.

They are currently present in 30+ cities across India with a total of 76 clients as of now.

Competition Basis: Functionality, Reliability, Convenience, Price:

This is a one of a kind, never thought of before mobile app. that provides real time productivity

analysis of the employees by measuring the contact time with the customer. Also, it keeps the

customer in contact with the dealer at all times.

In addition, an instant feedback is available to the dealer if the customer is satisfied or not as

the app at the buyer’s end provides a review option.

Competitive analysis, Reputation Analysis

Potential Customers Motivation, behaviour, needs, goals, priorities, current way of fulfilling

needs, customer value, Customer digital maturity (technographics), customer influence*

Workshop-3: SEM (SEO/SEA) Practices of a University website

Optimizing Content for SEO

Suggested Improvements for SEO:

1. The head terms (generic) are usually hard to list for, so using long tail keywords thoroughly

and uniformly.

Eg. Head terms: Technical University (generic)

Long tail terms: Technical University in Punjab (specific)

2. Using the keywords according to the theme of the page and not overcrowding the page

with the relevant keywords (Checking keyword density). Overcrowding the page with lot of

keywords creates an awkward tone and disrupts the flow.

3. Using Alt Image tags for images and videos used on the website.

4. Optimizing Title tags, Meta tags, structured data, text modifiers for every page that show up

in the Search Engine results page.

Try and include at least one keyword in title tag as well as in Meta description tag. It may

not necessarily help in ranking but it increases the chances to get a better CTR because

Google highlights the keywords both in title and Meta description tag.

5. Creating a sitemap in order to help Google autobots to scroll through the entire website and

index every page.

6. During the phase of keyword research, adding latent and semantic terms to the list might

help in overall process of SEO.

7. While adding documents on any page, use keywords that are relevant to the document as

well to other documents it is linking to.

Workshop-4: Attack against AMUL GOLD On 10 October, Neha Tomar, a regular Amul Gold Milk consumer, posted the pictures of a

foam-like substance that came out of the tumbler when her mother-in-law tried to make

cheese out of the spoilt milk. She appealed to everyone not to consume the "deadly milk" and

that strict, stringent action should be taken against Amul.

To deal with suck kind of social media attacks, a company should follow the following approach

1. Analyze current situation

2. Win customer’s confidence

3. Respond back

Analyze Current Situation By looking at the post, you will see the

transition of the customer from the Adult

Ego State to Parebt Ego State. Initially she

talks about bad customer service and then

she talks about the toxicity of the product

and its harm to the society which clearly

shows the transition.

To deal with a person in a Parent Ego State,

one should respond to him/her by starting

from a Child Ego State and slowly upgrading

yourself and downgrading the person to

Adult Ego State, where actual development

takes place.

This is exactly what Amul did. They called her to listen to her complain and tried to find the

technical explanation to her bad experience. They also checked the whole product lot to find

out if similar complaints were there or not.

Win Customer’s Confidence After doing a through homework, the approached Neha Tomar and fixed a meeding with her,

which she talked about in an FB post on 13th Oct 2014.

In the post, Neha ha clearly described her talk with Amul Executives and also write about her

meeting arrangements. Through one-to-one interaction, Amul wants to take Neha into

confidence, explaining her that what happened was because of a scientific phenomenon and

not because of the bad quality of

the product.

Respond Back Responding back to the negative

review is important to show public

that company cares. This helps to

repair the damages caused and in

some cases, it even helps to gain

sympathy of the customer.

After this, Amul write a final post

in response to Neha’s complain in

which they attached a link to the

video clearly explaining to other consumers about the same. By this approach, Amul was able to

tackle to the negative response in 4 days’ time.

Workshop-5: Social media Strategy for a Hand Sanitizer Brand (Klenza)

Objective

To come up with an integrated social media strategy for Klenza

The Brief

Klenza is hand India’s first alcohol-free sanitizer.

Klenza is available in 3 SKU’s today

o Convenient pocket sized spray pens pack (10mlX3)

o 50 ml foam pump (available in two fragrances namely Cool Cologne & Smooth

Strawberry)

o 200 ml foam pump

Setting the Audience and How to go about with the Content

While hand sanitizer might be the category, in a consumer’s world of “non-important” things,

two generic things in the theme of content can add value:

a) Utility

b) Entertainment

The element that will target their attention is Hygiene.

Customer Insights

75% of Indians are following the Brands under the category of Personal Health Care on

social media.

84% of audience in India obtain information about products and Services on Social

Media, with almost similar amount of audience look at the latest deals and promotions

on Social Media.

Figure: Topics most followed by Indians

Figure: What do Indians do online

Competitor Insights

Table 1: Competitors

Brand Likes PTAT Social Presence Content Approach Comments

Lifebuoy 4.2M 1,194

Facebook, Twitter,

Youtube, Pinterest

Products, Health News India, Fun

with Hygiene, Help a Child Reach 5,

Make a difference India,

Generic, events,

celebrities, TED

talks, short films,

topical

Dettol 835K 34,897

Facebook, Twitter,

Youtube, Pinterest Products, # MaaMaaneDettolKaDhula

Topical, life hacks,

facts, generic

Himalaya 166K 639 Facebook, Twitter

Products, Contests, Dear Mother

Earth,

Topical, self-care

tips

Zuci 52K 804

Facebook, Twitter,

Youtube

Products, Salute to the Zuci Woman,

Think Aloud Campaign

Testimonials,

beauty tips,

generic, topical

Klenza 245 7

Facebook, Twitter,

Youtube Products, Events Generic

Some Actionable Insights

• Large amount of chatter in the category is driven by non-branded content.

• Majority of conversations are driven by deals and discounts available on products.

• Audience is actively seeking information around personal healthcare products.

• Big opportunity to own the ‘Expert’ space in the hand sanitizer category as our

competition is multi-product focused.

Approach on Social Media

We divide our approach into three phases:

Phase 1: Excite

Facebook would be the anchor of whole social media campaign for regular engagement.

We need to showcase product features and build brand salience.

Drive recall for the brand and supplement the Facebook activities through Twitter.

Identify and target the influencers for generating a positive Word of Mouth wave.

1. Strategic Activation Ideas

a) KlenzaMate

Figure: KlenzaMate logo

b) KlenzaMate Rock-paper-scissor campaign

Phase 2: Engage

• Facebook moves towards being Engagement Hub and remains the Anchor of Klenza’s

Social Media Presence.

• Twitter continues to supplement the Facebook activities. Regular strategic activations to

keep the buzz alive and sustain the engagement.

• YouTube: Create small videos which will talk about the utility functions and the benefits of

the Product. These will be humorous renditions which will have scope to go viral.

Viral videos

• Entertaining- will be shared easily

• Cost effective- free transmission

• Long life- will be on the internet forever

Advantages

• Search engine visibility

• Relevant feedback for product team

Proposed Content Strategy

We plan to drive content in four different dimensions in the content strategy:

Functional: Product related content through a friendly, cool, and helpful expert.

Emotional: Quizzes, Did You Know, Topical events and Blogs.

Awareness: DIY, Quick Fixes, Health care tips can be useful to generate interest.

Convince: Testimonials (User generated Content), Offers and Success Stories.

Table 2: Increased Channel reach: paid and organic

Content bank for Klenza Types of promotion Expected results

Content updates with tips,

tricks, advice (50%)

Promoted Posts – reach out

to fans of the page

Improve FB page score:

Reach out to more fans

organically

Sponsored stories – In feed

content based ads to get

new fans

Acquire new fans and start

engaging with them

immediately

Contests on wall, apps

(30%)

Contests to reward co-

creation and create buzz

Increase engagement

through continuous activity

on page

Multiple channel promotion

for multiple levels of

interaction

Creating buzz across social

platforms for new and old

fans

Product specific content –

topically linked (20%)

Video pre-rolls + FB video

post ads for further product

promotion

Increase visibility of

products

Phase 3: Educate

Table 3: Post Calendar

Monday Madness Keep Calm and Hi five the Mondays:

Motivation and Confidence quotes

Tuesday Trivia Topical subjects that are talk points among

the TG eg. DIY, DYK

Quiz Wednesdays Quizzes and puzzles about sanitation

Thursday Testimonials Testimonials of customers

TGI Friday Unhygienic scenes of clubbing, like hands

on bar tops or opening restroom doors

Weekend Wanderlust Posts with Klenza in new destinations every

week

Example 1: For TGI Fridays

• A stained PUSH TO OPEN sign to a club or a restaurant.

• Hand stains on the bar tops/ Table tops.

Figure: Sample Post

Case Study: Is Google liable for trademark infringement?

What is Trademark?

As per TRIPS Agreement (Article 15)

“Trademark can be sign, or any combination of signs, capable of distinguishing the goods and

services of one undertaking from those of other undertakings, must be eligible for registration

as a trademark, provided that it is visually perceptible. Such signs, in particular words including

personal names, letters, numerals, figurative elements and combinations of colours as well as

any combination of such signs, must be eligible for registration as trademarks.”

Rights of Trademark Owner

As per TRIPS Agreement (Article 16.1)

The owner of a registered trademark must be granted the exclusive right to prevent all third

parties not having the owner's consent from using in the course of trade identical or similar

signs for goods or services which are identical or similar to those in respect of which the

trademark is registered where such use would result in a likelihood of confusion. In case of the

use of an identical sign for identical goods or services, a likelihood of confusion must be

presumed.

Essence of trademark infringement in Indian law

India is the member country of the TRIPS Agreement and is obligatory to have law on

Trademark registration and infringement.

India Laws have clearly defined trademark and trademark infringement under Trade Mark Act

1999 which is

Trade mark “means a mark capable of being represented graphically and which is capable of

distinguishing the goods or services of one person from those of others and may include shape

of goods, their packaging and combination of colors”

Source:http://www.ipindia.nic.in/IPActs_Rules/tmrAct/Chapter1/Section2.htm

Trademark infringement in India means violation of exclusive rights granted to registered

proprietor under Trade Marks Act 1999 to use the same in relation to the goods and services in

respect of which trademark is registered.

Source:http://www.ssrana.in/Intellectual%20Property/Infringement/Infringement-and-Passing-Off-of-Trademark.aspx

Bharat Matrimony Vs Google

The facts of the case at hand are quite simple. The Plaintiffs, BharatMatrimony.com, had

registered in their name a series of trademarks such as ‘Telugu Matrimony’, ‘Urdu Matrimony’,

‘Tamil Matrimony’ etc. The terms ‘Telugu’, ‘Urdu’ etc. are the names of languages and are their

use in the trademark is descriptive and not arbitrary. The same stands true for the second

standard component which is ‘Matrimony’. Defendant No. 1, Google India Pvt. Ltd., was being

sued for trademark infringement because of its ‘Keywords Suggestion Tool’, which was

suggesting the use of the Plaintiff’s registered trademark for Google’s ‘Ad-words’ program

(ultimately which helped google to earn profit). Defendants No. 2 to 4, all of them running

competing matrimonial websites, were using the Plaintiff’s registered trademarks as keywords

thereby displaying their advertisements as sponsored links on the Google search page

whenever a user keyed in the Plaintiff’s trademarks into the Google search engine.

Supporting Law:

Trade Marks Act 1999, Section 29 (4): A registered trade mark is infringed by a person who, not

being a registered proprietor or a person using by way of permitted use, uses in the course of

trade, a mark which—

(a) Is identical with or similar to the registered trade mark; and

(b) Is used in relation to goods or services which are not similar to those for which the trade

mark is registered; and

(c) The registered trade mark has a reputation in India and the use of the mark without due

cause takes unfair advantage of or is detrimental to, the distinctive character or repute of the

registered trade mark.

Source: http://indiankanoon.org/doc/84096/

Our Approach We will favor broader approach which clearly says that use of trademark will lead to

infringement if a defaulter uses the designation in such a way that causes potential buyer

confused as to source, sponsorship, affiliation or approval when confronted with two similar

designations which tell viewer that they identify a single source when, in fact, they are from

two different sources.

Reason: It is clearly mentioned in the TRIPS Agreement that trademark is meant to create

distinction. If by any mean it is creating confusion, it is an act of infringement and an action

should be taken against it.