Day 4

Marketing
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MBA
My Business Association
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10 Day
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 Brand Equity is Undisputable Evidence of Distinction in a Marketplace
Brand Equity is Communication of Consistent Consumer Experience at Every Touch

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Point

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If People Don’t Understand What Most

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Needed Value You Bring In

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They will Pay No Attention

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Guerrilla Marketing

• Emphasize the Creativity and Promote in an Unconventional Way with

Little Budget to spend
• Unconventional Campaigns
• Gets customer’s attention by
Creative Positioning and Generating
a Powerful Memory Recall in their
mind through an Unusual Way of
Displaying the Products
• Kit Kat benches in shape of chocolate
bars.
The brand of sweets takes advantage
of the famous design of its products,
in form of bars, incorporating the
famous red paper.

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Public Transport - The Copenhagen Zoo
• A snake wrapped around the bus and
squishing the vehicle, something
striking and unique

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• The Copenhagen Zoo covers a local

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bus in a custom design, which

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catches eyes all over the city

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• One of the most visited places in

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Denmark

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Regional Marketing

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Creative Positioning

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• Sprite Shower

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• Rayban

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Gym Rods shaped=> Grab rails and handles used in Buses and Metro

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• Gold Gym
• Coca Cola Velcro
• Nycil Powder has an Air Cooler Installed at Bus Stops
• Nikon
• Prestige
• Weight Watchers
• Taekwondo School
• Axe Deodorant
• New York Stock Exchange Bull wearing Underwear

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 Visual Presentation

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Great Service Presentation => Impact in Revenue

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Question is => How to Brand your Service & Make it Visual?

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Zomato knows its audience well. They know what would make them use

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their service, and never fails to bring out the foodie in you!

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The whole reason for creating a brand is to get consumers to identify a number of
desirable qualities with your specific product.
Sergio Zyman - Former CMO, Coca Cola

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 Value Edge Marketing

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Redefine the Competitive Landscape

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Value Edge Marketing approach focuses on 30% of offering that’s different

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from others. Focusing there helps to stand Unique

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Example - Sony Walkman

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• Music Has Become Synonymous with Working Out. But there’s one place

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you can’t listen to it; Until Now!

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• Waterproof is one of the most popular features of electronic brands. Sony

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believes in showing rather than telling.

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• To really prove their new Walkman is waterproof, they decided to sell it in

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a packaged bottle of water!

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• By combining the product with bottled water, we've created a world first —

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the Bottled Walkman.
• This simple packaging innovation gave Sony a unique way to display the
product
• The video has over 4.62L views on YouTube. That is more than 10% of New
Zealand’s total population, where the campaign originally ran.

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 Moment Marketing

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Taking Reasonable Advantage of Ongoing Trending Events and Creating

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Communications & Marketing Collaterals around it

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Hijack a Trending Topic & Create Clever Content around it.

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Moment Marketing helps: Reach out to large number of customers

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spontaneously - At a Low Cost - Improve Recall - Form a Deeper Connection

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with Customer for Long term.

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Involves using news, events, or trends in campaigns to evoke spontaneous

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hook

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Use this concept for maximum advantage in minimum costs

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Example - Amul

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When Neeraj Chopra won Gold - Every brand started
congratulating Neeraj in their own way

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When Chandrayan 3 landed on Moon

Sahdev Dirdo - Bachpan Ka Pyaar

Was your Bachpan ka Pyaar a Secret?
Then your Password might be safe … Just add few Special Characters to it!

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Just Looking Like a WOW! Trend

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Moye Moye Trend
 Ambush Marketing (Sabotage)

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Ambush Marketing is also known as Parasite Marketing or Coat-Tail

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Marketing

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Practice of Hijacking another Advertiser’s Campaign

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Prerequisite to do Ambush Marketing =>

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Creative Flexibility | Visual Trickiness | Witty Wordplay

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Tactic to get free promotion by competing with those competitors who are

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actually paying for the sponsorships

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Example - Apple iPhone 6

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• Social media has made this sort of warfare a lot more common. When Apple

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launched its iPhone 6 and iPhone 6 Plus models, there were reports of its

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phones getting bent in back pockets

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• Rivals were quick to cash in on a snowballing situation.
✓ Samsung Mobile said, “Curved. Not Bent.”
✓ LG said, “Our phone doesn’t bend. It flexes on purpose.”
✓ Chocolate brand Kit-Kat said, “We don’t bend. We break.”
Example – India Today
• In more recent times, one saw similar hoarding wars when Arnab
Goswami’s Republic TV was launched.
• A hoarding put up at Noida’s Film City stated: “Arnab with you soon.”
• Meanwhile, India Today TV strategically placed its hoarding next to
Republic TV’s, which featured one of its star anchors and proclaimed:
“Anjana reached and waiting.”
Other Examples –
• Endless stories of Delhi University Rivalry between Colleges
• Snap deal v/s Flip kart
• Baba Ramdev vs. White Coat
• Godrej vs. IKEA
• Home Town vs. IKEA

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 Undercover Marketing

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Marketing in a Less Obvious Manner, using Unconventional Tactics. It is in

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line with the idiom “flying under the radar”

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मुन्नी बदनाम हुई डार्लिंग तेरे र्लए - ले झंडू बाम हुई डार्लिंग तेरे र्लए (दबंग)

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मेरे फोटो को सीने से यार - र्िपका ले सैयां फेविकोल से (दबंग 2)

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• Mountain Dew in Mission Istanbul

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• Bournvita and Coca Cola in Koi Mil Gaya

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• Paas-Paas in Yaadein

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• Nike in Yuvraj

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• Tide Washing Powder in Chup Chup Ke (RajPal Yadav)
• Parle G Biscuit in Aabra Ka Daabra
• Domino’s Pizza in Hera Pheri (Domino’s registered 26% greater footfall in
its outlets after its placement in Hera Pheri)
• Rajdoot Motorcycle in Bobby (1970)
• Coca-Cola bottle, Airtel, LG in Rang De Basanti
• Tag Heuer watches, Motorola, Garnier, Citibank, Louis Philippe in Don
• Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero
Honda, Boro Plus, Lifebuoy and Lays chips in Krrish (Krrish made 12 crores
out of product placement)
• Coke, Pepe, Sony, Disney Channel, Sugar Free, McDonald’s in Dhoom 2
• Coke, Reebok, Café coffee day, Lays, Levis in Main Hoon Naa
• ICICI Bank, Tata Tea, Archies, Ford and Tide in Baghban
• Mobile Network/ CCTV Camera / Coffee / Eatables/ Grocery in Big Boss

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 Film Based Marketing

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• Marketing is not about the stuff you make, but about stories you tell

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• Marketing with the Help of Film Dialogue | Poster | Meme| Songs |

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Duplicate Artist is Film Based Marketing

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• Brands choose famous Film Stars or Widely Acclaimed Sportsman to

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become their Brand Ambassadors and Promote their Product

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Fake Controversy Marketing

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• Stirring up fake controversy is another way to get sales.

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The buzz about your product gets blown out of proportion as the news
travels through the media, while marketers cross their arms, sit back and
watch the magic.
• False or misleading information presented in order to
Gain Publicity/ Revenue/ Name etc.
• Movie Release / Book Launch / Product launch/ Political Happening /
TRP
Example – The Nun Movie
• The Nun was aided by YouTube, causing
the film earn over $380 million in U.S. box
office revenue.
• The Plan was to air most frightening spots
on YouTube In turn, YouTube banned the
ad for violating policies concerning what it
deems violent and shocking content - and the buzz was created.

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Example - Indian Idol
• On the sets of Indian idol the anchor
Aditya Narayan was rumoured of

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getting married to Judge Neha Kakkar.

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They infact did a fake shaadi also on

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the set of the show

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• This whole charade brought huge TRP

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to the show and later it was revealed

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that it was all rumoured when Neha married Rohan Preet Singh and Aditya

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Example - AK vs. AK

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• Before the release of their film AK Vs

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AK on OTT, both took to twitter and
had a cold banter
• The two kept hitting out at each other
over their respective shortcomings
with regard to their respective careers.

Example – The Trial

• Before the launch of Web Series – The

Trial – Kajol was often seen in a
lawyers dress outside courtroom – The
controversy of her divorce with Ajay
Devgan flared and was in news.
• Later, it was found that this was a
promotional stunt for her new web
series

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 Graffiti

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Graffiti marketing is the Lowest Cost of Retargeting

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It uses city streets as a Giant Canvas. => Simple Words to Huge Paintings

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Without Permission => Illegal | It’s recommended to get permission first

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Flash Mob

• Flash mobs have been a tried-and-tested technique abroad, but in India it is

a new concept.
• It first started at Mumbai's Chhatrapati Shivaji Terminus when 200 people
began dancing to Bollywood chartbuster Rang de Basanti
• Since then the trend has caught on and travelled to various cities like Pune,
Chennai, Bangalore, Hyderabad and Kochi as well as the National Capital.
• It is the latest publicity gimmick that many event management companies,
social activists, TV channels and movie production houses are using to
create a buzz among masses.

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• In some cases participants are hired actors, other
times they are simply members of the community who enjoy the
randomness of flash mobs!

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• Showroom/ Retail Outlet / Malls/ Restaurants/ Attention/ Product

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Launch/ Welcoming

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Flash Mob at Bar-Be-Que Nation

Regional Communication

• Regional marketing can be less expensive. You can buy more time on local
radio and local television and more space in regional papers to support your
marketing initiatives
• Example – Dainik Bhasker
• Writing style in newspapers of Delhi, Mumbai and Rajasthan is Different
• Men generally expand paper and read => Women read like a book - Changed
Size and Shape of Paper accordingly
• English words that are commonly used as it is are kept as it is

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 Business Cards

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• Every handshake should go with a business card.

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• The more people who find out about your business, the better – even if it’s

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just a quick glance at a business card.

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• First impression customers will have of your brand, your business and of

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you=> Business cards are much more personal than email or online

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• Business cards show you’re a professional and serious about your business

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• Business cards are great value for money marketing.

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• Effective and easy to produce at little cost compared to other forms or

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marketing.

Buy / Sell Investment Business Cards Tennis Court Business Cards

Toy Chair Business Cards Make-up Business Cards

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Plumber’s Plunger With Contact Information Seed Packet Business Card

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Classic Rock Theme Business Card Restaurant Salt Shaker Business Card

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Transformable Cargo Box Business Card

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 Yoga Center Business Cards Yoga Studio Business Cards

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Event Photographer Business Cards Dentist Business Cards

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Personal Trainer Business Cards Divorce Lawyer Business Cards

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 Creative Packaging

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• What catches your eye most in a sea of products on store shelves?

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• Package designs matter.

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• It can make or break your brand.

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• There are 4 questions you must have the answer

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✓ What is the product?

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✓ Who’s buying the product?

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✓ How are people buying the product?

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✓ How can you add value to the customer journey?

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• Package designs give consumers a sneak peek into what they can expect

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from your product.
• They grab attention and convince consumers to make a purchase.
• What compels consumers to pick up a product:
✓ Relevant | Convenience | Eye-catchy

Strawberry Jam in a Strawberry Shaped Bottle Pineapple Jam in a Pineapple Shaped Bottle

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Indulekha Hair Oil

• Brand introduced a ‘selfie’ bottle to make it easier for people to

apply oil Not only did this increase the functionality of the

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packaging, but also reportedly increased sales by at least 30 %

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=> Design Patented

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Nike

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• These Nike Air shoes aren’t packaged in

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a box, they’re packaged in – that’s right –

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a bag of air. It is so literal yet so creative.

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You have to get your hands on them, and

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it is incredibly effective.

Earphones

• Make sure the packaging relates to what

you’re selling. These headphones are used
to hear music notes. Since the notes aren’t
printed on the paper, they’re 3d, and really
add something extra to the rectangle box

Readymade Vada Batter

• If you have a quality product, let it speak for

itself. Don’t feel the need to surround it with
shiny, obnoxious wrappings if it doesn’t need
it.

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Perfume made with Bamboo Paper boat Juices

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Tea Hanger

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Coconut Water in Coconut Shell

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Waterproof Watches in Water Bags Shoelaces

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 Smoker’s Teeth Cigarette Box

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Innovative Pasta Packing

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Nike Stadium Shoe Box for Football Fans

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 Creative Bags

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Camera Bag Weight loss Products

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Sports Equipment Fitness

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Per Shop Shoe Shop

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 Creative Creatives

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You cannot make Hoardings every time, but with little Intelligence and Resources,

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you will be able to achieve Outstanding Social Media Creative

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Good Advertisement

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Kills a Bad Product Faster

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Probable Events – 8 Cs

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1. Celebrity – Hospitalization/ Marriage/ Movie Superhit

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2. Celebration – Festival/ Event/ Important Day or Date

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3. Current Affairs – Politics/ President’s Visit/ National Security/
War/ Scams
4. Condemn – Racial attacks/ Rape/ Terrorist attacks
5. Compliment - Sportspersons/ World leaders/ New policies
6. Creating Awareness – Vote/ Social Cause/ Pandemic Guidelines
7. Comedy – Products/ Situations
8. Casualty – Death of Celebrities like, Actors, Singers, Leaders

There are Two Types of Stars

Script and Celebrity

Script can Replace the Celebrity

but Celebrity Cannot
Replace the Script

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 Buzz Marketing

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कटप्पा ने बाहुबली को क्ोों मारा ?

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• Creating an excitement in the market either through word of mouth or

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through teasers that helps to develop curiosity among people Buzz creates

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viewer to further enquire or wait till the actual message is disclosed

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• Buzz create various medium to build curiosity - Internet, Blogs or e-mails,

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Hoarding and peoples opinion

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• Example - AEGON Religare Life Insurance‘s Award Winning K.I.L.B

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Campaign

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✓ The buzz was created by the message "Do you have K.I.L.B?",=>

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conveyed by an actor wearing a doctor‘s apron
✓ Everybody was confused whether it was a disease or a sitcom
✓ In one of the Television commercial, the actor was saying to the patient
that K.I.L.B doesn't spread by touch
✓ Similarity of the K.I.L.B acronym with other pandemic diseases such as
AIDS and SARS further ignited the curiosity among people
✓ Company ended the campaign by disclosing the full form of acronym as
―Kum Insurance Lene Ki Bimari

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 Social Trust Marketing

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Integrate Social and Environmental Concerns in your Business Operations

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• Sarovar Hotels - Leopard on a lamppost campaign =>

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“Save the trees”

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• Lifebuoy’s Help a Child Reach 5

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✓ With “Help a Child Reach 5,” Lifebuoy’s mission

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is to save lives by spreading the importance of

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good hand-washing habits in the world.

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✓ In rural India, many kids die before the age of 5

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due to poor hand hygiene of the caregivers.

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✓ Lifebuoy’s hand-washing programmes are now

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being rolled out to villages across 14 countries and
scaled up in India to reach 45 million people.
✓ The program is tied to Lifebuoy as hand washing suggests the use of
Lifebuoy soap.
• Surf Excel India’s ‘Back To School’ Campaign On Facebook
✓ Parents can donate old notebooks, textbooks, etc. to support the education
of kids who cannot afford it.
• Ford India “I Pledge to Drive Safe” Facebook Campaign
• TATA Tea ‘JaagoRe’ Social Campaign
• Zivame=> #CheckYourselfOut Campaign=> Raise Breast Cancer
Awareness
✓ Raise Breast Cancer Awareness - Inspiring women to conduct self-exams
for early breast cancer detection
✓ Ladies shouldn’t just see themselves in mirrors to check out their makeup
but #CheckYourselfOut

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 Curb Side Display Marketing

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Question is not that - How will you do it?

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Question is -How will you do it in the most creative way?

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Curbside displays are similar to window displays.

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Focus is on capturing foot traffic as they’re walking past your store

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People Remember

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Unusual, Strange, Disproportionate

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असामान्य, अजीब, अनुपातहीनता

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Giant Size Pizza – getting ready to get Displayed outside Store

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 Ambient Marketing

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• Ambient Advertising is about placing ads on unusual objects or in unusual

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places where you wouldn’t usually expect to have an advertisement.

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• It has a lasting impact on the minds of consumers which makes it more

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effective

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• Ambient advertising is all about creativity, and how effectively the

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advertiser is able to communicate the message to the consumers.

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• How well the ad is being executed, created an impact that was required for

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effective communication. Does it really have a wow factor?

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• When brands place ads at unconventional places to increase brand

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awareness creatively

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• Example - Display Brand Values - Nike
✓ NIKE has been known for its “Just do it” attitude and tagline.
This abstract bench, therefore, serves as a signifier for the company
motto.

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 Experiential Marketing

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• Uniquely

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Fast and Effective way to Build Brand Awareness

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through Face-to-face Connections with Consumers

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• It Engages all Five Senses, sparking emotions that form lasting memories

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• It connects with your customers in Authentic and Relatable way

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• Opportunity to Create Amazing Experiences that Builds Trust & Loyalty

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and Entice Future Customers

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• Example - Sample Flat| Test Drives | Free Samples to use or taste

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Reciprocation Marketing

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• Likelihood of Returning Gifts, or Favour is High!
Birthday Gift / Invitation to a Party/ Favour
• Where a Shop owner offers Tea/ Cold Drink
=> 90% People buy at least one item
• Example - Amazon Chai Cart
✓ Tapped into the very Indian habit of
conversations over chai
Global e-commerce giant Amazon
launched its new initiative, Chai
Cart
✓ Amazon deployed three wheeled
mobile carts - that travelled
through hundreds of business
districts across India

28
 ✓ In a period of 4 months, the team traveled 15,000
km across 31 cities, served 37,200 cups of tea and engaged with over 35,000
sellers on boarded

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✓ Amazon executives reached out to small sellers who are interested in

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be
selling online but don’t have the essential tools and information

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✓ Each Amazon Chai Cart has Amazon trained personnel who have

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discussions and get these sellers on board. The company has more than

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35,000 registered sellers on its platform

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Social Proof

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,+
• 95% of customers read reviews before making a purchase

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• 72% of customers won’t take any buying actions until they’ve read reviews

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• 92% of B2B buyers are more likely to purchase after a trusted review
• For every one star increase that a business gets => 5-9% increase in revenue
• With 5 Star rating, the likelihood of it being purchased increases by 270%
• When higher-priced items display reviews, the conversion rate increases by
380%

When people feel insecure about

something, they look around for
validation.
Show them that other people trust you

• Businesses that claim their free listings on at least four review sites earn an
average of 46% more revenue
• Given two products with similar ratings, consumers are more likely to buy
the product with more reviews.

29
• For Household Utility Items / Clothes/ Make-up/
Restaurant / Hotel / Investment - Decision is 70% times based on Reviews
• Customers spend 31% more when a business has positive reviews.

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• 92% of customers trust peer recommendations

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• Good Rating + Review is Directly Proportional to Repeat + Retention +

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Reference

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Testimonial Marketing

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• Consumer

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Testimonial – Testimonial by Actual Users

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Eg, Dove / Maggi

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• Authority Testimonial – Testimonial by an Authority or Expert

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Doctor / Lawyer / Housewives

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)
✓ Beauty Queen Recommending Makeup
✓ Doctor Recommending Tooth Brush
✓ Mother Recommending Baby Food
✓ Body Builders Recommending Protein Shake
✓ Fashion Icons Recommending Brands
✓ Chef Recommending Spices

विश्वास पैदा करने का

सबसे अच्छा तरीका है
जब आप खुद अपनी तारीफ ना करें
बल्कि दु वनया आपकी तारीफ करने लगे

30
 Online Reputation Management

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• Monitor your Reputation

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• Conduct an Online Audit (Tools)

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• Handle Negative Comments with Grace and Humility

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• Improve Response Time

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• Follow up with Negative customers

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• Incentivize Improvement

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• Suppression of Negative Results

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• Promotion of Positive Results

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• Article Placement

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• UGC – User Generated Content => Build community

)
1. Nike
✓ Man bought Nike Shoes which Broke on his Second Day of Trek
✓ He went on Twitter and made multiple complaints against Nike
expressing his concern
✓ Not only Nike reimbursed him fully
✓ But also started a separate Twitter account known as @NikeSupport,
which is purely dedicated to handling customer queries.
✓ This not only helped them maintain their Online Reputation but also
helps them keeping customer comments and queries in one place
2. Starbucks
✓ Starbucks is known for Keeping its Customer’s like Kings and hence,
they leave no stone unturned to please their clients
✓ Many things, like in case of delayed service at Starbucks,
a free drink voucher is issued for the next visit

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 ✓ Starbucks faced an online backlash over
Racial Insensitivity
✓ Unintentionally a drink was served to a white American whereas

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a black American placed order first

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✓ Someone made a video of the incident, and it went viral over social media

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& backlash started

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✓ The coffee giant, however, responded in time online and immediately

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closed its stores for one day to do a racial bias training for all employees

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Your brand is what people say

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about you

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when you're not in the room

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3. Sandwich Shop in America
✓ Man ordered Sandwich from a
Restaurant through Yelp
(Zomato)
✓ He went to Twitter and shared
his sad experience and in no time
his story went viral
✓ The Restaurant apologized and
gave him a free coupon for his
next visit
✓ Decided to Respond to Customer
Criticism with Humour to
Diffuse what would otherwise be
an Awkward and Challenging Situation

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 ✓ This intelligent comment not only made light of
the situation, but it also worked wonders for boosting their profile online.
✓ The Restaurant Experienced Record Sales in the first week of posting this

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ad

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4. Pizza Hut

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✓ A Family was celebrating their Birthday at Pizza Hut on a Rush Day

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✓ They

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ordered two Large Veg Pizzas and

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by Mistake a Non-Veg Pizza went to the table

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✓ The Restaurant not only apologized but gave a free coupon for their next

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visit and took their address

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✓ That same evening – a cake and bouquet of flowers with apology from

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the restaurant manager was also received

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✓ In return they were requested not to share this on Social Media

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)
5. Ferns and Petals
✓ A Man ordered a Bottle of Wine and Bouquet of Flowers to his Parents
in Shimla for Mom’s Birthday
✓ Upon reaching, they noticed that the Flowers were stale, and Wine Bottle
has a Crack, bcz of which the Wine Bottle was Half Empty
✓ Immediate complaint was made. The company asked for photographs
and immediate refund was given
✓ In next two days, a fresh Bottle of Wine, Chocolates, Bouquet of Flowers
along with an apology letter was also received thanking for not taking it
to Social Media as this could have damaged their Image

The Best Advertising is done by

Satisfied Customers

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6. Victoria’s Secret
✓ Victoria’s Secret launched its Perfect Body Campaign using Fair, Slim
Models with perfect Figures

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✓ People saw this as damaging to self-esteem and women’s health

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✓ The whole thing got heat when cases of Depression, Eating Disorder,

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Insomnia, Low self esteem, Suicidal tendencies were getting reported

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✓ Consumers posted backlash online, and over 30,000 people signed a

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petition for the company to correct and apologize for the offensive ad

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✓ In

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response, Victoria’s Secret changed the slogan to

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“A Body for Every Body, “using Plus Size, Dark Skinned, Short

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Heighted Models

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✓ People responded with positive comments that the company made this
change and that it was a step in the right direction.

The Best way to Gain Trust is

not to Repeat the Same Mistake

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7. H&M
✓ H&M caused outrage in 2018 while announcing a new line of animal-
centric children's sweatshirts.

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✓ The outrage occurred because the image H&M used to

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promote the new line contained a picture of an African

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American child wearing a sweatshirt – “Coolest Monkey in

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the Jungle”

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✓

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The fact that it was a sweatshirt wasn’t the problem,

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the outrage came as the result of what was printed on the

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sweatshirt.

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✓ The term ‘Monkey’ along with an African American

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put together sounded like a Racial Slur

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✓ It went wild when a White American boy’s

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)
sweatshirt read – Survival Expert
✓ Many people believed that this direct comparison was a deliberate move.
✓ People on Twitter accused the brand of profiting from online backlash
and bad PR. They thought the comparison was on purpose.
✓ An ex-employee claimed that H&M didn’t see this comparison prior to
posting their social media campaign
✓ H&M immediately changed the Ads everywhere

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8. Amazon
✓ Amazon was in the midst of a huge crisis for allegedly selling slippers,
doormats, and toilet seat covers with the pictures of Hindu gods and

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goddesses including Shiva, Vishnu, Krishna, and Ganesha.

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✓ Users shared these derogatory images on Twitter and all across social
media and claimed to have hurt the
sentiments of Indians
✓ People expressed their displeasure at it and
urged to remove these products from its
catalogue => #Boycott Amazon
✓ Amazon saw maximum number of
uninstalls post this viral campaign
✓ Amazon acted swiftly on this
Along with a Public apology, it took off all
the articles from the Website overnight
maintaining its Online Reputation

36
9. Red Label
✓ HUL owned tea brand, Red Label was caught in a soup for its commercial
around Kumbh Mela

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✓ The ad featured a son who contemplated abandoning his ageing father in

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the crowd but realises his mistake and comes back to share a cup of tea

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with him

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✓ The narrative hurt sentiments of several Hindus who pointed that the

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film portrayed the world's largest religious festival in the wrong light.

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✓ Several Twitter handles posted messages demanding a boycott of

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Hindustan Unilever Products #BoycottHindustanUnilever

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✓ It went out of proportion when

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Baba Ramdev jumped in and

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accused HUL for ridiculing

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Hindu religion and its customs
❖ HUL’s only agenda is to make our
country poor economically and
ideologically. For them everything,
every emotion is just a commodity.
For us parents are next to Gods Why
should we not boycott them?
#BoycottHindustanUnilever"
✓ He also attacked the company by saying that this was insensitive and
disrespectful towards Hindu customs and religion
✓ Without wasting any time, HUL stated that our intention is to urge
people to take care of the elderly. We do not intend to hurt the sentiments
of people, and have modified the tweet which could have been
inadvertently misconstrued
✓ New Campaign #ApnoKoApnao'

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10. Nestle
✓ Nestle has been in India since 1912. In April 2015, a government referral
laboratory in Kolkata, reported excess lead in samples of Maggi

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✓ Nestlé’s Maggi then had a 63% share of India’s Rs 5,000 crore noodle

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market. Following a public outcry, the product was pulled from the

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market and banned by the Indian government in June 2015

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✓ Nestle Lost 80% Market Share – More than Rs 500 crore

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(US$77 million) over the ban

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✓ Nestle destroyed more than 37,000 tonnes (worth 300 Cr) of Maggi

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noodles

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✓ They gave the contract to Ambuja Cement for Rs. 20Cr.

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✓ People had so much faith that post the Ban, people started hoarding

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Maggi

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)
✓ Nestle did some Major Structural Changes, changed the Food Guidelines
and re-launched Maggi just within 5 months of Ban
✓ The re-launch response was unexpectedly over whelming
✓ By June 2016, Maggi noodles had climbed back to a 57 % market share,
most remarkable comeback for any product

If people like you

they will listen to you,
but if they trust you,
they will do business with you

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11. Zomato
✓ A Video of a Delivery Guy from Zomato Eating Food Meant for
Delivery Went Viral in 2018

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✓ Zomato was Trolled Brutally on Social Media

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✓ Launched Tamper Proof Tapes and used ‘Tamper Evident Technology’

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to Detect Unauthorized Access of Packages

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✓ Added feature a ‘100% SAFELY SEALED’ Badge on the App for all

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Restaurants who use this Packaging

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12. SBI vs. Citi Bank

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✓ Difference in Handling an Online Customer Query

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✓ Customer Received a Fraud Call in 2016 from SBI and Fraud E-Mail from

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Citi Bank

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✓ Customers Started Tweeting - Both Banks Replied But Very Differently

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)

SBI’s Response was

Impersonal & Preachy whereas
Citibank’s response was
Personalized & Welcoming

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13. Go Air
✓ Go Air => Bengaluru – Delhi Flight Took off Without Boarding 50
Passengers – who were later Sent to Delhi on a Different Flight

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✓ Go Air got Brutally Trolled on Social Media

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✓ Go Air Apologised and Announced a Free Ticket to all the Passengers

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who were Left Behind

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Bonus Strategies

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1. Consider unusual sponsorships

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2. Apply for Business Awards Form Industry Partnerships

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3. Form Industry Partnerships

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4. Promote your social media handles, even in person

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5. Join in on popular hashtags
6. Create short, engaging Vine videos
7. Pin your site images and graphics on Pinterest
8. Keep tabs on competitors’ social profiles
9. Host a photo/ video/ voting/ caption contest
10. Host a voting contest
11. Host a caption contest
12. Include graphs and charts in your content
13. Leverage the power of lists
14. Write relevant top 10 lists
15. Aggregate awesome content from other sources
16. Write eBooks
17. Add a hashtag to your contests
18. Make contests super sharable on social media
19. Offer bonus points for sharing contests
20. Notify email subscribers of contests

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21. Promote your contest on (all) social media
22. Write content catered to your audience
23. Add a visual element to ALL your content pieces

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24. Create data-packed infographics

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25. Use analytics to take advantage of popular content

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26. Write a product comparison guide

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27. Link to your existing content with CTAs

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28. Cover local and news related events

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29. Create viral memes

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30. Use social proof in your content

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31. Conduct a content audit

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32. Make and promote mobile-specific content

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33. Use Gamification to promote interaction

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34. Post presentations on Slide Share
35. Host free webinars
36. Get ideas from Google related search
37. Create 101 guides to teach the basics
38. Post about industry hot topics
39. Write (and allow) guest posts
40. Only generate quality content
41. Contribute to online magazines
42. Host a podcast
43. Copy the masters
44. Use monthly awareness themes for creative and authentic marketing.

41
45. Referral Programs: Incentivize people to tell others
about your products or services. Referral programs are effective because
they Leverage the recommendations of happy customers | Recognize

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customers’ brand loyalty and reinforce it

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)

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