Int ernat i onal Market i ng

Case St udy
The concept of product pat ent s for pharmaceut i cal product s i s l i kel y t o make t he l i fe
savi ng medi ci nes beyond t he reach of t he poor and depri ved sect i on of t he soci et y
around t he worl d. A number of Afri can count ri es have been t he worst hi t by t he spect er
of AIDS. CIPLA, an Indi an pharmaceut i cal company, has offered t o market ant i - Ai ds
medi ci ne at one- t ent h t he cost of whi ch i t i s sol d by gl obal pharmaceut i cal fi rms.
However, due t o t he product pat ent l aws, subst ant i al cont roversy has been generat ed
around t he gl obe on et hi cal grounds. In your opi ni on, i s i t correct t o depri ve t he needy
popul at i on of t he l at est sci ent i fi c i nvent i ons cruci al for savi ng human l i fe? Prepare and
di scuss a i nt ernat i onal market i ng st rat egi c pl an t o deal wi t h t he i ssue.

Int ernet Market i ng
Case St udy
Travel Smart
Maki ng a mark among t he l eaders was not easy, but Growfast di gi t al ' s SMM servi ces
made i t possi bl e Travel Smart i s an Indi an l uxury t our company whi ch creat es uni que,
cust om - made i t i nerari es for t ravel ers, mi xi ng comfort wi t h pl easure. We pri de
oursel ves on t aki ng hol i dayi ng t o al l new l evel wi t h our personal i zed packages
t ai l ormade t o meet your i nt erest s and requi rement s. Travel Smart offers di st i nct i ve
hol i day experi ences t o honyemooners, corport e groups, fami l i es and premi um t ravel ers.
About GrowFast
GrowFast i s a l eadi ng di gi t al market i ng agency t hat dri ves profi t for cl i ent s across
di gi t al channel s. Our proven t rack record of success i n end -t o-end di gi t al market i ng
across vert i cal s - such as heal t hcare, ret ai l , t echnol ogy, educat i on and manufact uri ng -
al l ows us t o back up our promi se of del i veri ng act i onabl e resul t s t hat mat t er.
The Chal l enge
Creat e brand awareness among t he est abl i shed l eaders
Increase Onl i ne presence
Increase web t raffi c
Lead Generat i on for l uxury t ravel packages
Goal s
Creat e onl i ne presence on al l t he soci al medi a channel s
Creat i ng preference for a new brand among t he est abl i shed l eaders
Increase revenue

Growfast ' s SMM St rat egy
We desi gned a uni que SMM campai gn for Travel Smart whi ch i ncl uded handl i ng and
opt i mi zi ng i t ' s account on vari ous soci al medi a channel s such as Facebook, Twi t t er,
Li nkedIn, Googl e+ and Pi nt erest . Aggressi ve vi deo market i ng was done by upl oadi ng
vi deos on YouTube. Bl ogs were updat ed regul arl y t o generat e t raffi c.
Resul t
3796 Li kes achi eved on Facebook i n a span of 6 mont hs
4 x i ncrease i n queri es on Facebook i n a span of 12 mont hs
5 x i ncrease i n queri es on Googl e+ i n a span of 12 mont hs
407 Li kes achi eved on Pi nt erest i n one mont h
Summary
A st aggeri ng i ncrease i n t he number of fol l owers on Twi t t er, connect i ons achi eved on
Li nkedIn and fan page of Facebook. Increase i n brand awareness drove i n huge
t arget t ed - t raffi c whi ch made t he l ead conversi ons easy.

Case Study: Fukrey Surpri se success of t he movi e boosted by s oci al medi a
by Kanksha Barman
Ti t l e
Fukrey A fi l m wi t h a rel at i vel y unknown cast wi ns at t he box offi ce by crossi ng
profi t s t o over 200% wi t h Twi t t er -focused act i vi t y, and cont i nues t o grow organi cal l y
on soci al medi a post rel ease.
Brand
Excel Ent ert ai nment i s an Indi an fi l m st udi o based i n Mumbai . It was creat ed by Farhan
Akht ar, and Ri t esh Si dhwani i n 1999.
Agency
Fl arepat h i s a di gi t al and soci al medi a fi rm, and an offi ci al Facebook part ner i n Indi a.
Fl arepat h provi des di gi t al cont ent and market i ng sol ut i ons t o brands across medi a,
ent ert ai nment , l i fest yl e, ret ai l and fashi on.
Obj ect i ve
The t ask was t o at t r act audi ences t o wat ch a fi l m wi t h a rel at i vel y unknown cast
To reach out t o t he masses and get t hem t o not i ce t he fi l m
To creat e conversat i ons bet ween t he cast and t hei r fans
St rat egy
The chal l enge was t o creat e huge buzz around t he movi e t hrough i nfl uenc ers, hence
Twi t t er was t aken i nt o act i on whi l e Facebook pl ayed a support i ng rol e
To i nvol ve fans wi t h t he dai l y act i vi t y of Fukrey, we i ni t i at ed a Sabsey Bade Fukrey
act i vi t y
To keep t he moment um goi ng t i l l t he end we pl anned a Fukra Part y
To break t he monot onous l aunch of musi c t hrough a t ab or event page, we en -rout ed
oursel ves t o Twi t t er where we asked Sona Mohapat ra, si nger of Ambarsari ya, t o t ake
over t he Twi t t er account of Fukrey for a day t o rel ease t he song
Si nce Ambarsari ya and Sona Mohapat ra, t he beaut i ful voi ce behi nd t he song
connect ed wel l wi t h our t arget audi ence, and gai ned good response on radi o we deci ded
t o creat e i t s acoust i c versi on
To creat e parody post ers t o use as one of t he market i ng gi mmi cks
Execut i on
One of t he hi ghl i ght i ng act i vi t i es was t he musi c l aunch of Ambarsari ya, where Sona
Mohapat ra t ook over t he t wi t t er account t o l aunch t he song whi l e she i nt eract ed wi t h
t he fans and answered al l t hei r quest i ons. Fl arepat h al so shot and edi t ed t he acoust i c
versi on of t he song t hat connect ed wel l wi t h t he fans.
Ot her act i vi t i es, whi ch garnered a l ot of t ract i on, were Sabsey Bade Fukrey, Fukra
Part y and Parody Post ers (on t he l i nes of Hol l ywood movi e Man of St eel and
Scavengers). For t he Sabsey Bade Fukrey act i vi t y, we asked fan s t o creat e a Fukrey
Fan page and popul at e t he page wi t h dai l y act i vi t y around t he fi l m. We rewarded t he
fan page wi t h maxi mum number of fol l owers/ l i kes.
Apart from al l t he above act i vi t i es, Fl arepat h l i ve t weet i ng for t he t rai l er l aunch,
j ugaad event and t he Fukra part y t o updat e t he fans i n real t i me. In addi t i on, t he t eam
seeded many t wi t t er hasht ags t o engage wi t h t he fans on a const ant basi s.
A few of t hem t hat t rended nat i onal l y are #CALL5464646, #Fukra, #Twi t t erKeFukrey,
#JugaadAt 859, #ChoochaMoment , #IWant Fukrey2.

Resul t
The t wi t t er account recei ved 238 RTs per 100 t weet s, at 92 repl i es per 100t
Facebook l i kes cont i nue t o grow organi cal l y even aft er t he rel ease at 52%
The acoust i c versi on of Ambarsari ya shot by Fl arepat h recei ved 118, 110 vi ews
The medi a acknowl edged t he i dea of parody post ers whi ch al so gai ned an engagement
l evel of 0. 6% on Facebook
We t rended si x hasht ags nat i onal l y wi t h a t ot al soci al reach of over 6 mi l l i on and an
advert i si ng val ue of over 15 l akh rupees
In t he week of l aunch, t he posi t i ve soci al ment i ons for Fukrey were 4 t i mes t hat of Ye
Jawaani Hai Deewani
As a resul t , Fukreys profi t s crossed 200% at t he box offi ce
Screenshot s


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