CONTENT

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

Company: Dr. Batras 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 Customers 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. Batras 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 arent 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 buyers 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 customers 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 Customers 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 Nehas 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 Indias first alcohol-free sanitizer.

Klenza is available in 3 SKUs 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 consumers 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
Generic,

Products, Health News India, Fun celebrities,

Facebook,
Lifebuoy

4.2M

1,194

events,
TED

Twitter, with Hygiene, Help a Child Reach 5, talks, short films,

Youtube, Pinterest

Make a difference India,

topical

Facebook,
Dettol

835K

Twitter,

34,897 Youtube, Pinterest

Topical, life hacks,

Products, #MaaMaaneDettolKaDhulafacts, generic

Products, Contests, Dear Mother Topical, self-care

Himalaya

166K

639

Facebook, Twitter

Earth,

tips
Testimonials,

Facebook,
Zuci

52K

804

Youtube

Facebook,
Klenza

245

Twitter, Products, Salute to the Zuci Woman, beauty

Think Aloud Campaign

generic, topical

Products, Events

Generic

Twitter,

Youtube

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.

tips,

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 Klenzas
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, Promoted Posts reach out Improve FB page score:
tricks, advice (50%)

to fans of the page

Reach out to more fans

organically

Sponsored stories In feed Acquire new fans and start

content based ads to get engaging
new fans
Contests

on

wall,

(30%)

apps Contests

with

them

immediately
to

reward

creation and create buzz

co- Increase

engagement

through continuous activity

on page

Multiple channel promotion Creating buzz across social

for

multiple

levels

interaction

of platforms for new and old

fans

Product specific content Video pre-rolls + FB video Increase

topically linked (20%)

visibility

of

post ads for further product products

promotion

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 Plaintiffs registered trademark for Googles 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 Plaintiffs registered trademarks as keywords
thereby displaying their advertisements as sponsored links on the Google search page
whenever a user keyed in the Plaintiffs 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.