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Interface the Marksman July 2011

Interface the Marksman July 2011

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Published by: Sujeet Kumar on Aug 14, 2011
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JUNE 2011

Greetings from Team Marksman! It’s that time of the year when the campus is teeming with fresh energy. Energy that is seeking direction, that is continuously on the lookout for quality information. With that in mind, Interface-the Marketing Club of SIMSR would like to proudly present to you the 2nd issue of “The Marksman”. For the uninitiated, a Marksman stands for a sharp shooter. And that is exactly what we are, sharp, crisp and to the point. At Marksman, we endeavour to bring to you not only the latest happenings from the world of marketing, but also bring forth subjects which still are nascent like our cover story, Neuromarketing. It’s a technology so powerful that if used intelligently, has the capacity to change the way consumer behaviour is studied. Other than the cover story, this issue is replete with articles you can draw a wealth of knowledge from. It delves into the rebranding of our currency and green branding. Our bookworm section, tweets and Buzz will appeal to all. We would also like to congratulate the winners of our featured articles. Signing off, we would like to dedicate this issue to all the victims of the 13/7 Mumbai blasts. In our own little way, we pledge our solidarity to the victims and their families. Hope you enjoy this issue as much as we did making this for you.

JULY 2011


03 RE-BRANDING THE INDIAN CURRENCY ………………………………………………………..……………………………………………………………………….22 BUZZ ……………………………………………………………………………………………….24 THE MARKSMAN 02 .14 NEW VIRTUAL MARKETING BATTLEFIELDS ……………………………………………………15 BOOKWORM …………………………………………………………………………………….05 (Re)BRANDING GONE WRONG ……………………………………………………………….NEUROMARKETING …………………………………………………………………………….18 REWIND ……………………………………………………………………………………………19 TWEETS ……………………………………………………………………………………………..07 GREEN BRANDING ……………………………………………………………………………….......11 MOBILE MARKETING …………………………………………………………………………….12 SUBLIMINAL MARKETING...17 NUKED ……………………………………………………………………………………………..

Electroencephalogram (EEG) It is a technique for measuring the electrical activities that take place within the brain using special sensors (electrodes) attached to the head of the brain to see which areas of the brain become activated while the subject is being put through various tests (such as viewing an object. to soaps. So the marketing surveys and customer questionnaires are questionable.NEUROMARKETING– Unravelling a Customer’s mysterious Buy-ology With the progress of science. It involves very rapid scanning of the brain to see which areas of the brain become activated while the subject is being put through various tests (such as viewing an object. our preferences for a McDonald‘s over a KFC. hence the name ―functional MRI‖. & shampoos. our opinions. Chinese food over Italian food. branding and advertising strategies have been based on research. the marketing fraternity realises that the time has come for a paradigm shift. hearing the name of a brand. explained later in the article) and EEG (Electroencephalogram) to investigate brain activity. it is now possible to tap into a consumer’s mind and understand how exactly does the brain respond to the various marketing activities. A research discipline which is still in its infancy. a union that sheds new light on why we make some of the buying decisions that we make i.e right from food. Read on to find out more about this new compelling field of Marketing What is Neuromarketing? Neuromarketing is where science meets marketing. This new and more accurate form of market research is known as Neuromarketing. Advertisers need to know what exactly JULY 2011 03 . This neuro-imaging hardware helps us examine what really drives our behaviour. Neuro Marketing uses high tech brain scanning techniques such as fMRI (Functional MRI. except that that instead of trying to detect injuries in the brain it scans the brain for any specific areas of the brain (such as perception. fMRI (Functional MRI) fMRI is similar to an MRI. As organisations pour in Millions and millions of rupees into advertising that may or may not hit the spot. or one shampoo brand over another. and we can‘t explain our preferences. It is a union of Neuro Science and marketing. language and memory) that may be active at that moment in time. Electroencephalogram (EEG) It is a technique for measuring the electrical activities that take place within the brain using special sensors (electrodes) attached to the head Understanding our buy-ology Up until now. most marketing. etc). or likely buying decisions with substantial accuracy. etc). hearing the name of a brand. But the fact is. both qualitative and quantitative. to cell phones. roughly 90% of the of the consumer buying decisions are unconscious.

clearly showing that the brand has a certain value in the brain system above and beyond the content of the can. it is clear that Neuromarketing is the next leap forward in Market research. Signing off. After tasting each drink. Something which will give us apt and accurate data in terms of customer buying decisions and patterns and those who embrace it the earliest. leading Montague into naming his taste test ―The Pepsi paradox‖. and its impact on marketing. and how tapping directly into the buyers‘ brain will help the marketeers. NeuroMarketing being put to through the test famous Pepsi Taste challenge of the 80‘s. Read Montague. as we will learn more and more about the functions of the brain and decipher the information regarding the brain activities. You could compare what we know of the brain today to what Christopher Columbus knew of the globe in the 15th century. is similarly primitive. But in times to come. all the volunteers showed strong activation of the reward areas of the brain-which are associated with pleasure and satisfaction--and they were almost evenly split in their preferences for the two brands. rather than asking them questions and depending on their responses. indicating a higher thought process. This showed that the subjects were associating the drink with positive images and branding messages from Coke‘s commercials. a neuroscientist at Baylor College of Medicine performed his own version of the THE MARKSMAN 04 . In other words. and their brains showed why: not only were the reward systems active. His charts sure represented a great leap forward for the human civilisation in terms of the knowledge of the world. all the Coke commercials did exactly what they were supposed to do: seep into the brain and leave associations so powerful they could even override a preference for the taste of Pepsi. The advent of NeuroMarketing helps us bypass the need for the traditional question and answer mode of research and straight goes to the source of the information -the buyer‘s brain. He gave 67 people a blind taste test of both Coke and Pepsi. we will have a much larger framework within which to interpret the data. but memory regions also lit up. but in hindsight. responses which many a times even the respondents aren‘t quite sure of. stand to gain maximum from this technology “The Pepsi Paradox” P. with the help of Neuroscience. 75% of the people said they preferred Coke. Our current knowledge of the brain. Today we know very little about the brain.directs our buying decisions. But when Montague repeated the test and told them what they were drinking. we realise there was so much yet to be discovered. then placed his subjects in the fMRI scanner to detect the brain cell activities of each of the 67 volunteers. NeuroMarketing helps us make the transition towards the real facts of why we buy. .

is India ready to be called a First world country? It is an exercise to say that if we want to become a superpower. The union finance ministry announced a nationwide contest for the design of the symbol. Its value and its exchange rate is a symbol of its strength and stability as a nation. music. then we should have a symbolic code which is reflective of our culture. movies etc. a symbol of the high ambitions of modern India. Below is an attempt to analyse impact of re-branding strategy of Indian currency in global arena. [It is] therefore much more than what it seems to be. Brands are a promise of performance which people associate with in their minds. Here. a large economy. brandstrategy specialist & CEO of Harish Bijoor Consults Inc. JULY 2011 05 . The eventual winner was D. we need to see that what India wants to convey and what is the basis behind it.‖ says Harish Bijoor. Rebranding should reflect what the underlying brand is about. we call it rebranding. The rupee symbol reflects the ambition of India to position its currency among the top four currencies of the world. In marketing. it also provides a branding opportunity for the wider Indian economy. both political and economic . After more than one year. The currency of a nation is its ambassador across countries. in this case it‘s a growing economy. This historic landmark in Indian economy was a rebranding of the Indian currency.To project India as a growing economy with full confidence on its resources and capabilities . It may not affect the strength of the brand but will definitely enhance the image.‖ Bijoor. British pound and Japanese yen in having a distinct identity . We cannot make promises which we cannot deliver. India has used its soft power to Brand India-its dance. who is also a visiting professor at the Hyderabad-based Indian School of Business (ISB). adds that the symbol for the rupee is yet another stepping stone to future greatness for the country. finally new rupee symbol was unveiled by the jury panel headed by Deputy Governor of the Reserve Bank of India in July. We have always been known more for our culture than other countries.RE-BRANDING THE INDIAN CURRENCY Indian rupee got a new unique symbol — a blend of the Devanagri 'Ra' and Roman 'R' — joining elite currencies like the US dollar. It is not just about the currency. euro. a student from the Indian Institute of Technology. This generates high possibility for the Indian currency to establish itself as a currency of choice for the international community. The search for a new Indian rupee symbol had started in February 2009. To make the world realize its ability to survive even through a meltdown . ―The currency of a country is also a symbol of its status.2010 What does it mean for India? It will help Indian currency in re branding itself and to prove its stability in the fluctuating market of global currencies. Udaya Kumar. a confident economy.

THE MARKSMAN 06 . Future of the symbol New series of coins will be unveiled soon carrying the Rupee symbol. First within India. efforts should be made to promote the brand. finance minister Pranab Mukherjee announced in the Budget The new Indian rupee symbol is becoming a fashion statement for the consumer electronics manufacturer in the country. across financial centers all over the world. using multimedia ads. There could be global road shows at major financial centers all over the world. where TV would be the dominant media.Just like any other brand needs to be promoted. TVS recently launched a new keyboard model which features this symbol (though without any apparently universal support). But the success of this move will be determined by its acceptance in the Global arena. The symbol will definitely receive a huge fanfare in India. Then. Lava Mobiles has launched a new special edition mobile phone with the rupee symbol accessible from one of the keys.

and they themselves would not like the heritage of the brand to crumble right in front of them. from all corners of the market. are likely to come into contact with the logo on a rather more regular basis. They were unhappy with the new logo.000 comments were posted on the company‘s Facebook page on the issue. We heard them say over and over again they are passionate about our blue box logo. but its die hard customers disagreed. But Re-branding has always invited reactions. Following the public uproar. some because they wish to diversify the business of the brand (Airtel. As quoted by one of the company officials ―At Gap brand. their logo has become an integral part of their identity. Some do it to refresh their image (Tropicana). while some to Infuse youthfulness and vivacity into their brands (Godrej). as most of them have decades of connection with the brand.‖ JULY 2011 07 . Here we look at some of the Re-branding exercises that have back fired for the brand GAP The Epitome of Rebranding having gone bad.(Re)BRANDING GONE WRONG For most big companies today. the companies today are leaving no stone unturned to make sure that their logos connect with the audiences. There are many reasons why a company would change their logo or re-brand themselves. changed from their traditional blue box logo to a more modern logo. the blue rectangular box with GAP written in white in it back. GAP decided to do away with the new logo within days of its launch. more so as the customers. Or so the company thought. it‘s plain unnecessary changes that the company brings about. Even if they have to undergo a makeover to seemingly stay connected with the audiences. So we‘ve made the decision to do just that – we will bring it back across all channels. legendary American clothing company Gap. We‘ve been listening to and watching all of the comments this past week. both positive as well as negative. On other occasions. Starbucks). and wanted the old logo. whether purchasing the product or not. The ones most vocal are usually the customers. so be it. our customers have always come first. Therefore. with many demanding the return of the traditional logo. Critics attacked the re-branding on social networks and online forums. More than 2. and they want it back.

golden rule of marketing. What does not work in on the product itself. rather than the benefits of this packaging is that the juice is not distinctive 100% Natural Juice. from anything else available in the market. when there revert back to the old packaging within 2 months of the launch of the new design are several others makng the same offering? Why would i want to buy it. when there are several others making the same offering? THE MARKSMAN 08 . orange juice). forcing the company to natural? Why would i want to buy it. How The result. as that is what grabs The earlier logo. Now. sell benefits-the product The new packaging depicts a glass full of juice will sell itself. that is. why the veyed just the right kind of meanbeverage giant decided to do ing the company wanted to conaway with a logo that conveyed vey. with the straw the customers‘ eyeballs on an straight out of the orange. With the new logo. coneveryday basis.TROPICANA For a product like Tropicana. its carton design is as good as its logo. it concentrated (presumably. Tropicana probably forget the extremely efficiently. we will never know. Tropicana‘s sales took a 20% dive after does a glass full of pale yellow juice tell me that it is the launch of the packaging. it is as good as the message of the product ―drinking‖ an orange.

Generates electricity from sun and wind: Electrical energy is "harvested" from the sun and the wind. Sewage: Treated onsite in botanical planters. manufacturing. This may be due to various advantages of green branding: Differentiator  Block competition  Good Will  Satisfy the NGO pressures  Builds customer loyalty To understand how organizations use this potent tool at their advantage let us have a look at this case. cooking etc.friendly and cause minimal detrimental impact on the environment by the way of design. JULY 2011 09 . Some of the features in the Earthship homes are1. tyres etc for building houses caught the attention of environmentalist and many others after a few years of its inception. every drop of water is used four times.  Rain water is used for drinking. Water from rain and snow melt: The roof is insulated to R70 and sloped to harvesting rain water for the inhabitants for drinking and cooking purposes. Earthship Biotecture A company that uses recycled material like beer cans.Green brands are those brands which are eco. washing. With the re-use systems employed in the earthships. 3. 2. The organization is now building houses that are cheaper than their modern counterparts not only to purchase but also to maintain. Green branding is used as a potent tool by organization to develop brand equity. A photovoltaic panel converts the sun‘s energy into DC current electricity and is stored in "golf-cart" type batteries.  The cleaned grey water is then pumped to the toilets which then become black water.  Grey water (used once for bathing/cooking) to feed a garden bed in the front greenhouse which doubles as a grey water cleaning system. distribution or promotion so as to satisfy all the stakeholders and benefit the society.

Heating and cooling from sun and the earth: Earthships maintain comfortable temperatures in any climate. They have created an emotional connect with every individual having a concern for the environment and this forms an important source for brand equity.com) with information about the houses. They have a product that differentiates itself from the rest. They communicate various benefits provided by their unique real estate community and bank their trust on sustainability. Hilo-Hawaii. books and many other things. THE MARKSMAN 10 . The company creates Brand awareness about the various initiatives and projects undertaken by them by various mediums. It has a very exhaustive website (http://earthship. Some of the locations are Normandy-France. seminars. YouTube for example has hundred of videos of Earthship houses and initiatives watched by millions of people and commented by thousands. low maintenance cost and its relative importance to Mother Nature. 5. The sun is a nuclear power plant that also delivers without wires or pipes. They have an extensive presence on social networking websites like facebook. Andaman Islands-India. They carry out seminars and education programs around the world to spread the importance of environment and also provide consultation to build an Earthship. If they can develop trust in the minds of their customer and create an emotional connect to resonate with customers a very strong brand equity would be created. MySpace. The ultimate eco friendly green building can also provide with carbon credits and tax incentives along with a higher resale value. 4. The Black water is used to feed perennial trees which cleans the water and grows food. Bonaire-Caribbean. they don‘t charge a premium for their product. Newsvine. The planet Earth is a thermally stabilizing mass that delivers temperature without wires or pipes. Brighton-England. YouTube etc. Food grows inside and outside: Having plants that produce food within this environment makes sense and takes sustainable and independent living to another level. StumbleUpon. intern sessions. Green branding. They market functional benefit of the product. There are written books on green housing that are also available on the websites. L‘Alcudia-Spain. LinkedIn. Projects: Earthships are now found around the globe as it can be made in any climate in any part of the world. twitter. and are doing a great community service by providing eco friendly living for the society. a cause related branding could be a very potent tool for a company to prosper and make brand loyal customers. Fife-Scotland.

they saw their Invertising is a new mobile marketing platforms own shoes created to satisfy the needs of both advertisers and consumers. There has been a steady increase in the use of mobile marketing over the past year or two. They invite information from The Economist. the masterpiece to their mobile Outbound SMS ads have a high reach in India with device as wallpamore than 4 billion ads sent to Indian audience in per. from in-game to location could download based services. Marketing on a mobile phone has become increasingly popular ever since the rise of SMS. What worked here? It has to be Creativity. Read on to see how this medium could bring about a paradigm shift in new age marketing and also how some marketers have successfully leveraged this medium The incredible reach of mobile marketing cannot be debated.Mumbai With the mobile phone segment seeing an exponential growth. those people who do not subscribe to the magazine prefer to receive content from The Economist. Scope of Mobile Marketing in India 752 million was the count of mobile subscribers in India by end of 2010. The Economist magazine. the magazine gets to create a direct relationship with its potential subscribers Interactive Mobile Marketing Campaigns “Pappu Pass Ho Gaya” by Cadbury This was an innovative and interactive campaign by Cadbury which involved a tie-up with Reliance India Mobile service. Mobile marketbe displayed for ing is all set to increase with the arrival of 3G. interactive billboard in most marketers allocating less than 1% of budget to Times Square. This mammoth figure displays the huge potential of mobile marketing to reach the audience in a personalized manner. NITIE.MOBILE MARKETING-The Game Changer -Akshay Dikshit and Nupur Arora. It all the world to can cover a full spectrum from outbound SMS to see and then they Bluetooth marketing. great execution and an association with key moment in consumers‘ life. This way. Passers-by could use their cell phones to design mobile. Currently mobile marketing is nascent in India with Nike -Nike erected a large. Yet less than 1% of marketing budgets are allocated to leverage this powerful medium. The power to leverage the mobile device for marketing purposes is huge. It allowed students to check their exam results using this mobile service. he got a sms congratulating him saying ―Pappu pass ho gaya‖ along with the exam result and hence encouraged him to celebrate the moment with a Cadbury Dairy Milk. But these kinds of ads are spamming went nuts when and they intrude into consumers private space. it presents an opportunity for the marketers to use this medium to connect with their customers better. Eg. Individuals Q42010 alone.Even JULY 2011 11 . If the student passed. But in the last one year we have seen the a sneaker that will market grow to more than double.

Entertaining 4. Gowalla or Brightkite cater to a THE MARKSMAN 12 . This technology has the advantages that it is permission-based. There were around 10. Levis. has higher transfer speeds and is also a radio-based technology and can therefore not be billed. Also companies like Cafe Coffee Day. Pantaloon. Using a wall projection system. it can't become a mass marketing instrument. banners all around the mall and stickers on the car were used to educate consumers about the activity. specifications in animated format and details about dealers. Chevy Spark LPG Bluetooth Campaign The cars were exhibited in the Forum Mall that were enabled with Bluetooth transmitters Posters. Adidas and Pepsi have offered mobile content free of cost and discounts via Bluetooth in India. Drives a specific action 5. Nike gave away 3000 pairs of shoes in this promotion. car details. redeemable on the spot. Turkey. Location-based services LBS are offered by cell phone networks as a way to send custom advertising and other information to cellphone subscribers based on their current location. But since people tend to keep their Bluetooth off due to the fear of transmission of spams and viruses. malls. Anyone with any phone could play a game in which people texted to move the protagonist of the game into collecting cornetto cones. Customers who switched on their mobile Bluetooth could download wallpapers. Also consumers in other parts of the mall who had activated the Bluetooth feature on their handset received a message about the car prompting them to check it out in the exhibition area.500 downloads in total. but users were just as excited by their design on the billboard as they were by the free footwear Unilever Turkey and Cornetto ice cream The campaign was designed to engage young icecream eaters and included interactive SMSmarketing. Simplicity Mobile Marketing using Bluetooth The rise of Bluetooth started around 2003 and companies have started establishing successful marketing using this technology. Winners got a free ice cream. Welcome invitation to participate 3. multiplex and cafes.posted live on the jumbotron in front of them. Cornetto took over the outside of a building in Taksim. The mobile-optimized location based applications like Foursquare. Relevant to the consumer 2. Why are these campaigns worth notice? They integrated all or most of the key success factors: 1. Currently Bluetooth marketing is used at events.

it is possible to view videos.larger audience by incorporating location sharing to customer feeds and test out their geo-location features. photos and menus of restaurants before they decide to pull their coupon. Conclusion Mobile marketing features some of the lowest cost per impression of any marketing medium. Mobile marketing is. to compare prices and to use mobile coupons. and will remain. a consistent reality for all businesses. The major challenge is to build an ecosystem with constructive partnership to communicate with highly targeted and profiled users for mobile marketing. JULY 2011 13 . Combine that with the ability of mobile marketing messages to be well-branded. People in emerging markets always take their mobile phones when going shopping and use it to make calls to discuss purchases. a goal for every mobile marketing initiative and mobile marketing becomes an indispensable tool for companies trying to define or strengthen their brand. Soon consumers will be able to receive offers near their residence or when they are out shopping in the malls.000 users but it is growing fast. thus there is a huge scope of mobile marketing in this way. Foursquare is small in India with about 80. With 3G coming in.

selling. buy. When you repeat ‗Honey Dew‘ twice or thrice continuously. gimmick to earn money. lating the customer‘s the corner was the mind. THE MARKSMAN 14 . But it happens. And that is what subliminal marketing is all about. Even our local ―halwai‖ sends you a subliminal message when he fries "samosas‖ and ―kachoris‖ on the roadside. a popular grocery chain in USA used subliminal marketing very effectively to boost its restaurant sales. It is about planting an idea in the customer‘s subconscious mind and letting it grow till the point of purchase. SIMSR. it more effective in making the customer choose a particular brand over the other. Just around on the cover. The crux of subliminal marketing is to place an idea in your subconscious mind. It makes you want or think about something without even you realizing. customer satisfaction etc. How many times controversial. For example. However. people haven‘t really noticed subliminal wrong.. The concept of subliminal marketing. It‘s not just a random brand name. It plays on your senses. it works only if the subliminal message is goal relevant. Such kind of marketing plays on your urges. that's subliminal marketing. Advertising grocery store which invited people to enjoy the should only invite and not impose you to most delicious steak ever. which proves the effectiveness of the brand in planting its need right in the customer‘s head! Forget these established brands. The use of subliminal marketing is marketing.SUBLIMINAL MARKETING . They fit a huge electric fan hidden inside a billboard on a highway turn which wafted the smell of delicious steaks towards drivers The Darker Side which made them When you buy a magazine with a pretty airbrushed woman It is all about manipuhungry. if implemented properly will definitely be very profitable. The very idea of making someone do something without them realizing it sounds In India. There has been a lot of critiso good? Consider ‗Gold Flake Honey Dew‘ cism on the use of this kind of a marketing cigarettes. because it is thought controlhave we bought popcorn just because it smelt ling in nature. A very important aspect of marketing is creating the need itself. rather than in creating a real need. Thus.Neeti Bedekar. it begins to sound like ―I need you‖. Mumbai What is the objective of marketing? The most common answers are – advertising.

they dream with TV. consumer time and attention will be limited. but overflowing. With rapid advancements in technology and growth of a ‗seamless world‘convergence is deemed to play a very crucial role in the development of the entertainment and media industry where consumers will increasingly be calling the shots in a converged media world. MySpace and Orkut is hardly news. Thus. marketers are Increasingly being distanced from the physical marketplace In the transition of the global economy from an era of competitive advantage based on information to one based on knowledge creation. The relationship of audiences with TV has undergone a sea-change. TV has become an infotainment medium beyond just entertainment.experienced resurgence in the 2000s. established approaches of pushing exclusive content through non-linear-channels or networks to mass or segmented audiences will no longer guarantee competitive advantage. even Radio. They love the plethora of choices they get when it comes to TV channels. internet has already become a mass medium. However. the impact of ‗new media‘ is challenging the traditional sources of media and advertising. they express their rage by SMSing their favorite TV channel. spending more time on the online medium compared to television. In fact even the traditional media is facing new challenges. In the new ‗virtual play grounds‘ that brands like these have helped to create ‗Consumers‘ seems a redundant term as they perform roles of active producers of media content. People are accessing internet from home. Furthermore. Implications for Marketers “The future is already here.lest they become the nation‘s next sensation. Opportunities for consumers to access and manipulate content and services will not only be abundant.com. Bollywood and Cricket have forged an interesting triad with TV where we witness product placements.NEW VIRTUAL MARKETING BATTLEFIELDS Yavnika Khanna . Ace marketers are actively tuning in JULY 2011 15 . With the home user base already touching 18 million odd. YouTube.The marketers respond by creating engaging ways to get ‗eyeballs‘. Science fiction novelist A changing media landscape and rapid changes in consumer lifestyles necessitates the marketer to take different approaches to managing brands. more and more corporations invest in gathering consumer insights. The success of Blogger.Alumnus SIMSR (PGDM 09-11) With media habits changing. Wikipedia. Bill Gates talked about in his book ‗Business @ The Speed of Thought‘ in 1999 is no more a prognostication but a reality for many. With the entry of private players and a revised license regime in 1999. but their attention spans have dipped when it comes to commercial messages. The ‗web-lifestyle‘ that Microsoft chairman.the Cinderella of the communications story. Savvy marketers recognize that their customers spend significant time and energy in virtual playgrounds like social networking websites. They no more just ‗watch‘ TV. launches and promotions revolving around the new nexus. It is just unevenly distributed” -William Gibson. Astute marketers go one step beyond and realize that these are also important virtual battlegrounds for their brand.Creative programming content is developed around specific brands.

There is no other reason to do it. turning off consumers? How to handle the question of invasion of privacy? How to measure effectiveness? Marketers must seamlessly integrate multiple channels of communication. we can only imagine the possibilities and pitfalls that next few years will have in store for us. that in general understanding the present enables you to dispense with futurology. capturing their attention to direct it at both self and environment at the same time. more often and at higher prices." David Ogilvy "The sole purpose of marketing is to sell more to more people. Secondly." Sergio Zyman "The best way to predict the future is to create it. gain recognition among peers with the overall objective to create a loyal consumer base and a positive brand image for their brand." Peter Drucker THE MARKSMAN 16 . they invest resources to figure out: What is the right amount to spend? What is the right balance between positively impacting vs. As we sit in 2011 and try to look ahead. aiding consumers to acquire skills. In view of these decisions. Almost one thing is certain.which implies creatively managing above-the-line communication. we observe a shift from ‗Volumebased‘ marketing into ‗value-based‘ marketing and marketers increasingly scout for opportunities for higher value extraction from customers willing to pay more for higher order features and benefits. Firstly." David Ogilvy "Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. A deep understanding of future trends most likely to be resonant with the relevant set consumers is required to optimize future resource allocation and identify opportunities for innovation. Peter Drucker has both argued and shown. organizations need to be outward looking. Marketers need to find such ways to redirect attention of consumers away from the clutter to their brand. Astute marketers realize the need to segment markets and go for targeted communication strategy. not its form.we need to wake up to a new world with a new set of rules be- Quote Unquote     "What really decides consumers to buy or not to buy is the content of your advertising.to their consumers‘ conversations. On-line and Mobile marketing. reaching out at the point of purchase and even entering consumers‘ lives in ways currently unknown! With compounding environmental changes.

She has been recognized for her contribution towards putting the Indian IT industry on the global map. Examples delve into unimportant details which bore the reader.BOOKWORM No Money Marketing by Jessie Paul No Money Marketing is the acclaimed book by Jessie Paul which tells about new marketing techniques and how new firms can benefit from the phenomena of globalization to build their brands and compete in the market place in a cost-effective way. she has also included Vijay Mallya. She has used innovations such as award programs with academic institutions. This is perhaps a rare lapse on the author‘s part. OUR RATING What will make you buy? Three things make this book a worthwhile investment  About the author: Jessie Paul has worked as Chief Marketing Officer of Wipro’s IT business and as Global Brand Manager at Infosys. and with many personal anecdotes. mindsports.   Written in a conversational style. and compete successfully with the best Studies global branding successes of Indian brands abroad and international brands in India across diverse sectors like IT. and nontraditional media to reposition and communicate brand values in a frugal. but his means are far from frugal.there‘s no doubting his marketing prowess.org The book is also available at the college library  While sharing snippets from insightful interviews with thought leaders like Narayan Murthy and Nandan Nilekani. the author makes the brand building journey come alive As traditional marketing tools are losing their advantage to new techniques like social networking. individual targeting and ecosystem marketing No Money Marketing shows how an emerging brand can spot and tap into its marketing ecosystem of all stakeholders. automobiles and banking. yet effective manner. Why wouldn’t you want to buy?  Know more about the book at: http://nomoneymarketing. JULY 2011 17 .

‖ Identify all the possible causes. 18 . Although Pareto charts can be easily created in several different project management applications. Fortunately. 2 3 4 5 Make a bar graph using the data. ―shortage of resources‖. in percentage form. The cumulative frequency can be represented as a line. Make a list of all the probable causes in one column and in the adjacent column fill in the frequency of occurrence.―Determining the causes for delay in the project. This is a graphical Pareto chart. Assign a frequency of occurrence to each cause based on historical data. ―environmental factors‖. not everyone has access to software of this type. so as to improve the overall output of a project. for each of the causes. for e. The resulting bar chart will make it clear what are the key causes resulting in 80% of the problem related to the project. Pareto charts can also be created in Microsoft Excel. DECEMBER 2010 THE MARKSMAN Pareto analysis can be effectively used to solve problems of any type and has thus gained immense acceptance in the field of project management. ―technical failures‖. Reorganize the frequencies in descending order. 1 Problem that requires investigation like.MARKETING TOOLS YOU SHOULD KNOW Pareto Analysis for Problem Solving The main objective of this approach to problem solving is to identify the chief causes and respond to them immediately. ―inefficiency or shortage of workforce‖ or ―government approvals‖. plotting the frequency along the y-axis and the causes along the x -axis.g.



The finalists included teams from eminent B-schools like NMIMS. but the en-tire mobile handset market in India that is currently being dominated by Nokia. brought forward a number of interesting insights not only about Nokia C3. six teams entered the finals this year. Wel-ingkar. The teams. N. MICA.L. JULY 2011 21 . Dalmia and SIMSR. The home team SIMSR was the unanimous choice of the panel for the 1st place after delivering the most comprehensive and in-depth analysis of the case coupled with an aesthetically appealing presentation. This year it was conducted for the 16th time on 11th December 2010. SCMHRD. After two grueling elimination rounds.A RECAP OF INTERFACE EVENTS DraftFCB+Ulka COMSTRAT offers a platform for marketing students from all over the country to showcase their abilities and hone their skills on live case studies. especially the home team.

Parle. traditional pharma companies are looking at new ways of growing. This is a significant step from ambush marketer point of view. but it presents both opportunities as well as challenges. Superior brand building initiatives taken by PVMI have made this feat possible. translating to about 50 pieces of candies and gums per Indian.. Recently Perfetti India (PVMI) has touched an Rs 1. As management students the lessons are:  Perfetti‘s marketing and advertising comprises of edgy communication not only on television but also virals like ‗Daddu ki amanaat‘ for Perfetti Protex  To create a seamless bridge between in-house marketing team and external partners. not an insignificant achievement given the segment. Reckitt and Himalaya seized upon the opportunity that the advent of H1N1 presented in India by launching hand sanitizers.OTC Market vis-a-vis FMCG Dabangg‘s Munni catapulted Emami‘s Zandu balm to instant fame. The sting of losing the acquisition of Paras Pharmaceuticals to Reckitt Benckiser was somewhat placated. FMCG companies such as HUL. as the organizers seek to stamp out ambush marketing. Unilever and many other global brands will find their marketing activity facing unprecedented levels of scrutiny around the London 2012 Olympic Games. But one thing is clear that Ambush Marketing may not always be a good idea. For instance. The OTC market in India is highly under-penetrated & growing consciousness towards health & wellness products presents a unique opportunity in front of both FMCG & pharmaceutical companies. Lesson on Brand Building from Perfetti A Nielsen survey pegs the per capita consumption of sugar confectionery for every Indian at close to 200 grams per year. per year. OTC (over-the-counter) products have always been a market for FMCG and pharmaceutical companies. emergency contraceptive pills like i-Pill and Unwanted-72 went on air talking about the safe option. Ambush Marketing Is Ambushed!!! Burger King. The company shows tremendous respect towards the inputs from the partner media agencies & often acts upon their suggestions THE MARKSMAN 01 22 . The consequences can be seen only in the coming days.200 crore turnover. PVMI according to market estimates commands over 25% with the rest divided between ITC. While FMCG companies find that growth in the conventional markets is slowing down.. The International Olympic Committee‘s (IOC) ‗Brand Protection‘ guidelines were made public last month. Wrigley and Cadbury among others. On the other side. A country of a billion consuming 50 pieces of confectionaries like candies and gums may be small. But there is something more in it. This is just the beginning. PVMI has recently created a media manager role within the company  The company is renowned for extending creative freedom to its partners. The next few years shall witness the foray into the OTC market by FMCG & the pharma companies. the 136-page document sets out a strict set of measures to combat non-sponsors capitalizing on the Games through ambush marketing tactics. Barclaycard.

In the late 80s a major employment provider in Kota announced a lockout of its factory. a pioneer brand that has made Kota what it is today — the highest producer of IIT successes from a single city. events and ground events. Keeping this in mind Starbucks tested the new logo with loyal customers and thus is confident about the success. Allen's. which makes the success rate of Kota a double-digit 10% as against the national success rate of just about 3%. cybercafés. president and chief executive gave indications of Starbucks getting involved in products remotely related to coffee. nearly 80. Clothing chain GAP launched a new logo last year and returned to the original one after widespread criticism. They also do below-the-line in a large way through school seminars. as they say is the mother of invention and some enterprising locals decided that teaching. with no other employment alternatives as Kota in Rajasthan was neither a manufacturing hub. Career Point . Thus. canteens. It brought the township to a grinding halt. stationery shops etc.Starbucks logo change: Another GAP fiasco? For the third time the brand has changed its logo since its launch in 1971 in Seattle.000 students at Kota have created an eco-system that supports an entire city.. Resonance recently received a PE infusion through Milestone-Religare and is looking at an IPO in the near future. Kota proves to be a best example of destination branding for its core competency in education business. JULY 2011 23 . the first outlet outside of Punjab. Vibrant to name a few. Some of the coaching classes are looking for IPO as well. Necessity. nearly 2. that earn revenues from students. It's not only the coaching classes. the Starbucks chairman. where it has three outlets. Bansal Classes was formally born in 1991. nor a tourist destination. specifically coaching for competitive exams like IIT could be a good source of earning a living. Today. Schultz. For example. but ancillaries like accommodation. The coaching classes deploy print. KOTA: A Successful Brand Out of the total number of students who made it to the IITs last year. Resonance. Bansal's success spawned a slew of other coaching classes. outdoors and are also trying to create online buzz through search engine optimization and social media. Wal-Mart has opened its fourth best-price brand outlet in Kota. Thus.500 of the selected ones were coached in Kota.

Identify the Business Management Guru. Link the personalities to arrive at the company. ―Because stains love your clothes‖. He is known as the father of Advertising. THE MARKSMAN 24 . 3. Identify the beverage brand. Name the chocolate bar made by Mars. Down: 1. 7. 6. Identify the lemon drink. ―The magic is in the mix‖.‖Every man has a darker side‖. Across: 2. Identify the makers of original Swiss Knives. Identify the beer brand. Identify the brand 4.Map the crossword with the visual and textual clues. 8. 5. 9.

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