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MarkathonSeptember2011.pdf

MarkathonSeptember2011.pdf

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11/07/2012

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MARKETING MAGAZINE OF IIM SHILLONGVOL 3, ISSUE 3
MARKATHON
 
S  E   P  T   E   M  B  E   R   1   1   
 
INTERVIEW: HARSHA BHOGLE, TV COMMENTATOR/ PRESENTER/ JOURNALIST
 
D
ear Readers,
 
India is all set to witness its first ever Formula 1 GrandPrix at the Buddh Circuit in a few weeks’ time. It is goodto see the amount of buzz being generated for F1 racingin a traditionally cricket crazy country like India. Hosting abig ticket event like a Grand Prix is the surest way of popularising the sport in a newer country and the AirtelIndian Grand Prix will do just that for the world of motorsport racing. The idea of having an F1 race in India
FROM THE EDITOR 
commentator, tv show host, author and a host of otherroles. He also speaks about how the Indian Sportsscenario is changing and the fact that Sports being seenas a business is good for the development of Sports in thecountry. We thank Mr.Harsha Bhogle for taking out timefrom his busy schedule and accommodating our requestsfor an interview. We also have Mr.Pradeep Bhardwaj whois Assistant Professor in the Marketing Division at theSauder School of Business. We are pleased to have hisinterview in Markathon.In the articles section, we have a fascinating article whichexamines the recipe for the success of Anna Hazare’shugely popular Lokpal Bill campaign. The article breaksdown the ‘ 7 sutras’ that contribute to its success andlooks at each one of them closely. We also have an article‘Branding at Different stages of the Lifecycle’ whichelaborates on different tactics used for branding aproduct throughout its lifecycle.As always, do send in your feedback and suggestions atmarkathon.iims@gmail.com Sit back and enjoy this edition!
Jitesh Pradeep Patel 
 
 
Our August 2011
Cover
sporting events. This is a good sign for Indian Sports andone can only hope that such premier events are broughtto India across other sports as well.The other sporting event, closer to us here at Shillong isthe 4
th
Season of IIM Shillong Golf Cup. This uniqueinitiative started in 2009 aims to bring together the worldof B-schools and the corporates providing a platform forbudding managers to connect to the corporate leaders.We are very proud to have been the first ones in thecountry to come up with a Golf Cup and this yearpromises to be bigger and better than the previouseditions.All the sporting activities going on around us made iteasier for us to zero in on the theme for our cover story.The cover story for this month ‘Sports Marketing’analyses the business going on in the world of Sports. AsSports fans, we are usually unaware of how serious thebusiness of sports is. The cover story dives deep intodifferent aspects of Sports Marketing and brings inanalogies of Sports Marketing with how products andservices are usually marketed. We are sure the readerswill find the story an interesting read.Our Vartalaap for the month is in sync with this month’stheme. Team Markathon interviewed Mr. Harsha Bhogle,perhaps the most famous presenter on Indian Televisiontoday. Mr.Bhogle talks to Markathon about his career as awas first mooted by the then AndhraPradesh CM Chandrababu Naidu in2003. The deal fell on thebackburner after he lost the nextelection and also due to anti-tobacco legislations. In 2007, Noidawas finalised and the venue and in just 4 years India is ready to hostone of the world’s most popular
2
THE MARKATHON TEAM
EDITOR
Jitesh Pradeep Patel
SUB EDITORS
Gaurav RalhanKaustubh RawoolRahul MantriRitika NagarSria Majumdar
CREATIVE DESIGNERS
Yashwanth Reddy MandipatiSana Parvez Akhtar
 
 
CONTENTS
FEATURED ARTICLES
PERSPECTIVE
 Anna Hazare – Discovering The Secret Recipe
 
CHETNA SHARMA | PRASOON KUMAR | MADHUKAR ANAND, IIM K 
 
PERSPECTIVE
Branding at different stages of Branding life cycle
KRISHNAKANT GAURAV | SJSOM
PERSPECTIVE
Pushing marketing beyond norms!
SUMEDHA SOBTI | IIM K 
 COVER STORY
Sports Marketing JITESH PATEL, YASHWANTH MANDIPATI, ADITYA VISHWANATHAN |IIM S
VARTALAAP
HARSHA BHOGLE 
TV COMMENTATOR/ PRESENTER/ JOURNALIST/ MOTIVATIONAL SPEAKER/ AUTHOR
VARTALAAP
 
PRADEEP BHARDWAJ
 ASSISTANT PROFESSOR, MARKETING DIVISION, SAUDER SCHOOL OF BUSINESS
WAR ZONE
 
EYE 2 EYE
Will Hero Moto Corp's new identity prove to be a hit with the Indian consumer? 
SILENT VOICE
The launch of Brio - The small car from Honda
SPECIALS
 
RADICAL THOUGHTS
  JITESH PATEL
AD-DICTED
GAURAV RALHAN
UPDATES
KAUSTUBH
 
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markathon | september 20113
29
 
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