Welcoming the trailblazers!We had series of rounds for screening nominees in Marcom Inductions process.There was the Brand...
ContentsŸ Delhi Metro – a marketer’s dream    1-2Ÿ In a flash                         3-5ŸŸŸ Lessons on Loyalty           ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012DELHI METRO                       –      A         MARKETER’SDRE...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012chance      for    exclusively         and security cannot bemar...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012In A Flash!!By Nitin Shivani (MIB, 2012-14)Imagine you are on yo...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012According                      to       the most watched flash m...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012anniversary of the 26/11               lasting image in their mi...
MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012Lessons on Loyalty!                     comparable prices? How...
MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012The first loyalty program was            individual           ...
MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012which used its loyalty               In recent times, when the...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012Going Green: The new marketing funda                            ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012consumer needs as well as              preferable products when ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012PR- the new sagain marketing!!- Geetika Shah(MIB, 2012-14)      ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012knows that brand is fake, or           building       activities...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012COVER-STORYBRAND.DELHI:DELHITEFULLYYOURS                       B...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012Rains bring back the mushiest           character as does the wh...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012how much has an average               Lucky Lucky Oye, Vicky‘Del...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012                                     consumer from the point he ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012                                                         prime-t...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012metro station, a mall, or a            ground-breaking         m...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012A few           interstingOOH’s‘The         MonsterSuction’ camp...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012                                       Chartered        bank    ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012positioning     campaign    by        To be here for people. Her...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012The “Not so” Idiot Box                   Lintas      revitalizes...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012bad the apps are, but the ads          Befriending them diamonds...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012the ad hopes to demolish that           And it did a great job i...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012tries to coax the agent into       Clearly, that’s where themisl...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012MarketingReloaded…….                                       By Ni...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012It is now a days, very much           used tool for marketingpre...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012Steve JOBS and his                    his legacies which busines...
MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012iPhone. After the marketing           screen. Any complications ...
MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012Trivia..   Delhi, officially the National Capital Territory o...
MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012        The walled city of Delhi originally had fourteen gate...
MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012       The one-of-its-kind Sulabh International Toilet Museum...
Rendezvous with Ms. Henna Chowdhry, AVP     Fashion and Lifestyle (Times OOH)About HennaHenna has more than a decade of ex...
Marcom: If not a marketing, than what would you be doing?Henna: I would probably be a lawyer.Marcom: Your favourite ad- ca...
Marcom: Given a million bucks, how would you like to spendit?Henna: I would invest it in real estate along with some minor...
About Us        Marcom, the marketing cell of MIB (Master of International Business), Faculty of Commerce & Business, Delh...
Brand.i
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Brand.i

  1. 1. Welcoming the trailblazers!We had series of rounds for screening nominees in Marcom Inductions process.There was the Brand Hotch-Potch, an Article writing competition followed with apersonal interview session. After much deliberation and with great pride we bringyou Marcom’s Trailblazers for the year 2012-2014. Abhay Adil Akash Dixit Anjali Midha Ashita Sharma Geetika Shah Mukul Sharma Nitin ShivaniWe wholeheartedly welcome them into the Marcom family with the hope that theytake its legacy to greater heights this year.This edition has been ideated, designed and compiled by the junior team in the lead.This issue celebrates the reception of our flag bearers and also the landmark oneyear of serving Brand.i to you. So we decided to make it an All-MIB issue ,Ergo ourauthors this time our Students of Masters of International Business ,Delhi School ofEconomics ,both the senior and the junior batch. We have covered a wide variety ofmarketing practices and phenomenon ranging from Delhi Metro, a marketers dreamby Ashita Sharma to flash mob marketing by Nitin Shivani to the lessons on loyaltyby Nupur Garg and even more. While Mukul Sharma explains why the idiot box isnot so idiot, Nikhil Bhatia attempts to decipher marketing in his article, Marketingdecoded. Geetika Shah has discussed marketing, PR and new brands in her article.We also have a piece on Green marketing by Priyanka Singla while Sourav Saha talksabout the “here for good” campaign of Standard Chartered.The cover story, Delhitefully Yours comes from Akash Dikshit and Anjali Midhaof MIB, DSE and presents to you our vibrant Delhi in its full galore.We recently had our freshers’ party and everyone is eagerly looking forward to theAlumni dinner and the Convention. September has always been the fun filled monthfor MIB. It’s indeed the perfect timing to sit back and enjoy some Brand.i; though it’sonly one year old but I can assure you that it gives even the Hors dage a good run forits money.I hope you get as high (in marketing) while having Brand.i as we did while serving it.Do write to us about any suggestions or admirations at marcom@mibdu.orgCheers!Arjun K. ChadhaEditorial TeamBrand.iMarketing Magazine of MIB, Delhi School of Economics
  2. 2. ContentsŸ Delhi Metro – a marketer’s dream 1-2Ÿ In a flash 3-5ŸŸŸ Lessons on Loyalty 6-8Ÿ Green Marketing 9-10Ÿ PR-the new saga in Marketing 11-12Ÿ Brand Delhi: Delightfully yours 13-15Ÿ OOH laa laa 16-19Ÿ The bank that is “here for good”20-21Ÿ The not so idiot box 22-25Ÿ Marketing Reloaded 26-27Ÿ Steve JOBS and his marketing Legacy 28-29Ÿ Brand.i Trivia 30-32Ÿ Tete-a-tete with Ms. Henna Misri Chowdhry 33-35
  3. 3. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012DELHI METRO – A MARKETER’SDREAMBy Ashita Sharma (MIB, 2012-14)Delhi Metro has undoubtedly coaches and escalators arechanged the way this city used as advertising space.moves. But it has changed Metro’s ancillary services likesomething else too… The the feeder bus and vans areDelhi Metro has changed the another platform. Mediabenchmark for urban professionals and marketersinfrastructure in India. DMRC have discovered the perfecttoday operates on a network place to grab eyeballs andof 190km with 139 stations. communicate to theMore than 18 lakh people consumers.avail its facilities everydayacross Delhi, Noida andGurgaon.A space bound crowd of these18 lakh consumers, who havethe time to listen, is a dreamcome true for any marketer.From universities to moviesand from toothpaste todiamonds, one will findposters of a plethora of goodsand services in the Delhimetro. This is not just limited The best part is that the targetto the platforms and pillars. audience is clearly defined inAdvertisements follow us numbers and profiles. Theinside the metro coaches as main consumers of urbanwell. Turn over your metro India – the youth and thesmartcard; it is likely to have middle class, both are the fansan advertisement printed. of the Delhi Metro. Also, theEven the handle grabs in women’s coach gives the 1
  4. 4. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012chance for exclusively and security cannot bemarketing women centric compromised with. The Metroproducts. officials stated that they areA brilliant example of metro not against new ideas as longmarketing is HT Mini by as Metro’s reputation is notHindustan Times. A half jeopardized. Flipkart, Dovetabloid sized newspaper; it is and Pepsi ventured intoespecially designed for people innovative advertisements buton the move. not on a large scale. Beyond the restrictions and risk involved, the world seems to be the limit for new-age marketing in the Metro. Innovative product displays that make people curious enough to stop and check out the product can be one such idea. 3D and even 4D installations that stir people’sBut the marketing in metro is imaginations and create anpresently limited to posters experience of the brand isand standouts. The another practical approach.tremendous creativeopportunity has not yet been Ambient lighting, large digitalfully utilized. So what is the panels and walls, flash mobs,reason that the innovations props and kiosks… the list isare limited? It can partially be as long as your imagination.attributed to the expenses So I believe that it’s just ainvolved. But marketers say it matter of time till marketersis also because of the policies start to play and experimentof the DMRC. Delhi Metro is, and change the game.and should be, first andforemost concerned about itspatrons. The structure ofsafety, utility, convenience 2
  5. 5. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012In A Flash!!By Nitin Shivani (MIB, 2012-14)Imagine you are on your way haphazardness of “flashto work when suddenly 200 mobs”. Nonetheless, flashsinging, dancing people mobs are not just cleverserenade you. When the song stunts. Ever since its inceptionends, they disperse as quickly in New York in 2003, theas they appeared! You’ll of trend has become a worldwidecourse be left dumbfounded phenomenon, transformingor confused. All over the from a random way to bringworld people have been left people together into a cunninginspired, stunned and amused marketing tool.by the wonderful 3
  6. 6. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012According to the most watched flash moburbandictionary.com a flash video ever, with over 30mob or a cultural jam as some million views on YouTube. Inlike to call it, is: another instance, Sky“A group of people who implemented a creative flashappear from out of mob for the launch of Skynowhere, to perform High Definition in Latinpredetermined actions, America involvingdesigned to amuse and supermodel Gisele Bündchenconfuse surrounding sitting in São Paolo departurepeople.” The group performs lounge holding a TV remotethese actions for a short control. With one click of theamount of time before quickly remote, actors swarmeddispersing. It began as more through the lounge dressed asof a social experiment or form American football players,of performance art than a another click and the loungevehicle for marketing, but it filled with soldiers. Thewas quickly hijacked by large campaign was very successfulcorporations when they throughout Latin America andrecognized its popularity. was named one of “Best inMarketing honchos abroad Latin American Marketing”.have used the concept of flash The trend has even started tomobs quite wisely to their catch up back home in India.advantage. For instance, in It all started on 29th of Nov.2009, T-Mobile produced a 2011, when a huge crowd ofseries of three flash mob ads 200 people suddenly brokethat is now among the most into a jig with the popularsuccessful viral campaigns in track “Rang De Basanti”recent history. The first ad playing in the backdrop. Theshows dancers break into a mob, organized by Shonanroutine in a busy London Kothari, formerly a researcherstation. Voted “TV for Harvard Business School,Commercial of the Year” at was an attempt to display thethe 2010 British Television undying spirit of the city, as itAdvertising Awards, it is now was held 3 days after the 4
  7. 7. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012anniversary of the 26/11 lasting image in their minds.attack on Mumbai. Soon after Its also a fabulous way ofthe gig, its videos went viral community building.on Youtube and had close to Since Nov 2011, there hasseveral lakhs of viewers within been a string of flash mobshours of being uploaded. organized by brands, TVApart from this, a flash mob channels, NGOs acrosswas used for the promotion of leading malls in Delhi,the movie Don 2; wherein a Mumbai and Bangalore tocouple of guys started a fight promote shows, createin the middle of the Ambience awareness and generate buzz.Mall in Gurgaon and later And precisely that is the causewent on to ask people the of worry. The concept, nowhereabouts of the Don. It all matter how effective, is boundconcluded with a large no of to lose its sheen if overdone.people dancing to one of the Moreover, in some cases,songs from the movie. brands end up advertisingSo what is it about these flash before the show, eithermobs that make them such an through social media oralluring option to the through word-of-mouth,marketers these days? The which dilutes theiranswer lies in the visual spontaneity.appeal it offers to the Too much, too soon? Maybe,onlookers. The clutter- thats why brand expertsbreaking entry and the sound a word of cautionspontaneity of the whole act against using flash mobmake it interesting. There is frequently. I think flash mobsalways an element of surprise can be far more productive ifassociated with the flash used less. Otherwise, theymobs; the sheer deviation tend to become veryfrom normalcy sets it apart. predictable and lose out onAnything that happens all of a their USP.sudden and catches the As they say: “it’s not wise toconsumer or the public in kill a hen that lays golden eggsgeneral unaware, leaves a long 5
  8. 8. MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012Lessons on Loyalty! comparable prices? How to - By Nupur Garg ensure repeat business from (MIB, 2012-14) the customer?In a market fraught withcompetition, wheretechnology is all-pervasive, itis very difficult for producersto differentiate their Loyalty programs are anproducts from other answer to this dilemma facedproducts available in the by organizations. Themarket. Consumers today concept of loyalty program isare better informed than not new and dates back tobefore and have plenty of ages ago when the farmerchoices and this has made used to throw in some extrathem fickle-minded. grain to purchases made byTherefore, loyalty to a brand regular customers. Iis limited. Organizations are remember my motherfaced with a dilemma: how to making me go to a particulardifferentiate between their kirana store for monthlyproduct and the next firm’s groceries because of theproducts, which offers better “discount” that thesimilar products at shopkeeper offered. 6
  9. 9. MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012The first loyalty program was individual customerintroduced in Germany in behavior. Appropriatethe 1950s, when S&H Green programs to reward loyaltyStamps rewarded grocery can be devised and shoppingstore and gas station behavior of the customerscustomers with stamps can be influenced. A goodredeemable for appliances loyalty program tailored toand other merchandise. The the customer’s needs, canmodern day loyalty program engage customers thuswas launched in 1981 by creating advantage for theAmerican Airlines: the retailer. This kind offrequent-flier mile program, advantage can be prettyand was quickly duplicated useful in a competitiveby other airlines and other market. Loyalty programshospitality industries are used to connect with theincluding hotels, car rental customers on three levels:companies, and credit card first when the customerorganizations. With progress enrolls in the program, ain technology, it is now generic reward is given.possible for organizations to Second, the retailer contactsoffer better loyalty programs the customer directly,that actually care for offering a program tailoredcustomers rather than just to the customer’s needs. Atserve the needs of the the third level, a two-waymanufacturer. The need for communication isloyalty programs arose after established between thea rise in self-service retail, buyer and the seller. Ratherwhich led to disconnect than the customerbetween the retailer and the approaching the retailer withcustomer. Loyalty programs their needs, the retailerwere a way to engage the himself predicts thecustomers once again. customer’s needs and offersLoyalty programs have put a a product suited to it. Loyaltyhuge amount of customer programs can be used todata at the disposal of create a favorable image ofmanufacturers and retailers. the seller in many ways thanThey can take advantage of just one. It can be used like itthis data and study was by a retail store in 2007, 7
  10. 10. MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012which used its loyalty In recent times, when theprogram data to contact customers have access to allcustomers whose pets had kind of products andfallen ill and died after information, using loyaltyconsuming contaminated programs to stand out offood bought from the store. competition makes completeRetailers can take advantage sense.of location-based Instead of just sittinginformation to communicate through the negativewith customers. publicity, the store sought to correct mistakes using loyalty program data. With recent advent in mobile technology 8
  11. 11. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012Going Green: The new marketing funda -By Priyanka Singhla- (MIB, 2012-14)People around the world are product as beingbecoming aware of the environmentally friendly. Inenvironmental stress that our general green products areactivities are placing on the made from recycled contentplanet. Newspapers, and/or designed for reuse,magazines, television, and recycling, or remanufacturing.other media feature wide They are usually non-toxic,coverage of environmental energy efficient, and durable.problems, whether they are Green or Environmentallocal (e.g., depleted fisheries Marketing consists of alland air pollution) or global activities designed to(e.g., ozone depletion and generate and facilitate anyclimate change). exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. Green products balance environmental compatibility with performance,Many consumers now display affordability, andconcern about environmental convenience. Thus greendeterioration. They have marketing should look atstarted asking how much minimizing environmentalimpact a product will have on harm, not necessarilythe environment during its eliminating it. Recyclable orlifespan or during its disposal. renewable goods are the onlyThis is the major impetus for sustainable option. Greengreen products and green marketing is hence importantmarketing. Green Marketing for the firms to utilize theis an attempt to characterize a limited resources to satisfy the 9
  12. 12. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012consumer needs as well as preferable products when allachieve the organization’s else is equal. Ultimately greenobjectives.Stricter regulations marketing requires thatacross the world, growing consumers ‘Think Green,consumer preference for eco- Think clean, Think Eco-friendly products, cost friendly’ i.e. they want areduction and competitive cleaner environment and arepressure are a few reasons willing to "pay" for it, possiblywhy firms are adopting Green through higher priced goods,Marketing. There are two modified individual lifestyles,types of firms; one who claims or even governmentalthat their products are green intervention. Until this occursi.e. the product itself is eco it will be difficult for firmsfriendly, and others that alone to lead the greenpromote themselves as marketing revolution…environmentally friendly.Coca Cola, Xerox, GeneralElectrics are examples ofgreen marketing at its best.Green Marketing provides anopportunity to the companiesto increase their market-shareby introducing eco-friendlyproducts. Consumers havebecome more sophisticatedand demand clear informationabout how choosing oneproduct over another willbenefit the environment.Empowered consumerschoose environmentally 10
  13. 13. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012PR- the new sagain marketing!!- Geetika Shah(MIB, 2012-14) build a brand in the first place. PR is inherently a tool for building a great reputation “A strong corporate reputation is increasingly a PR responsibility. Image can bePR What is it??? How is it generated through anrelated to brand value of any advertising campaign or afirm or person..? I would like corporate document or theto show the emerging yet look of an organization’sdoubtful and confused term premises. Reputation is builtcalled PR. In today’s era from through developingbrand to even a celebrity relationships and what aneverybody is having a PR to organization does. It is largelysave their images or rather what others say about you.”create their image. One implication is that PRToday’s consumer is not grows the reputation tostupid, even a layman knows protect the brand. Just tothe terms marketing, clarify: Reputation—whichbranding etc. So they kind of can loosely be defined astry to avoid get trapped from trustworthiness—is not brand.all these. I would like to place Brand is image, whilea broader picture “PR”. The reputation is reality. What thisrole of PR is never really to means is that everybody 11
  14. 14. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012knows that brand is fake, or building activities thathas elements of fakery, while advertisers create. They like areputation is closer to reality. good advertisement orTherefore, brand is best television commercial, andconveyed by a consistent they enjoy finding out about amarketing/advertising “core product or service that is newmessage,” while reputation is and interesting. What theybest conveyed by don’t like is to be tricked,transparency. fooled, or enticed to buy something from a company that is unethical or that doesn’t deliver on its promises. Steering consumers away from those particular dislikes is the job of a good PR specialist. Even the good B-schools are having their campus placements with oneTherefore PR is actually the of the profile of PR. Till thenantithesis of branding, which the purpose of this article wasis to tell a very partial, even to see the new color beingpropagandistic, truth. Really, added to the rainbow ofbranding is pure selling, marketing. So is it “The Fall ofaimed at owning a single idea Advertising and the Rise ofin the audience’s mind. No PR”.Is this really on cards?matter how they are written Well there is a long way toup in The Wall Street Journal go!!or Fortune, the brands ofNike, Disney, Starbucks, andCoca-Cola have little to dowith the real world insidetheir organizations, and muchto do with the image theyrepresent to the public. I thinkthat people enjoy the brand- 12
  15. 15. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012COVER-STORYBRAND.DELHI:DELHITEFULLYYOURS By Akash Dikshit & Anjali Midha -MIB (2012-14) 13
  16. 16. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012Rains bring back the mushiest character as does the whitetime of the year. People fall in pillared roads of the historiclove, people fall out of love. To Connaught Place. Delhi nowsome it is a melody, for stands for “ambition”; it hasothers, melancholy. But we become a global hub forfail to notice and admire the business, media, education,beauty of our very own fashion, technology andbeloved city- Delhi in the manufacturing as well.monsoons. From the capital ofthe British Raj to being thenational capital, Delhi seemsto imbibe the qualities ofwine. The older it is, thebetter. It is the land ofopportunities, a land of hopein a country of more than a100 million. The capital’sgrowth in terms of quality ofliving, education centers, jobpossibilities and the grandeurand charm which the city has With Delhi getting world classto offer has attracted people infrastructure like the Metrofrom all over the country to it. facility and T3 terminal, it hasPeople come to Delhi not managed to attract peoplebecause they merely want to from all over the world tosee the mix of past and future, exploit its growing potential.but they come to make a name The successful organization offor themselves. . It is a the Commonwealth gameskaleidoscope of ever changing gave Delhi a massive boosterfads and fashion. From the shot on the global platform.bazaars of Sarojini Nagar to Delhi has developed an imagethe larger than life malls of of a city which is a self-Vasant kunj, Delhi has it all. contained entity and is readyThe hustle bustle of Chandni to welcome anyone whochowk gives it as much comes with an ambition. But 14
  17. 17. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012how much has an average Lucky Lucky Oye, Vicky‘Delhite’ changed? The answer Donor and Delhi 6 have gonevaries from “not much “to “too a step ahead. They used Delhi,much”. People of different not as a location but as one ofethnicities and tastes co-exist the characters.in this beautiful city. And so They managed to capture thedoes the local chai-wallahs Delhi people in their fulland the hip coffee shops, the form- loud, cheerful and fullchola bhatura vendor and the of life. We carry our heart onItalian bistro, the subzi our sleeves and are notwallahs and the retail stores. apologetic about it. We stillThis leaves consumer with a prefer going to a real marketplethora of options. But his for shopping then to buy stuffchoices are more polished. virtually on a website. FoodAnd he makes them wisely. industry was and will alwaysThough a ‘Kwality walls’ ice be in our top most priority.cream with your friends at the Our parties, weddings,picturesque India Gate still festivals, all revolve aroundcannot be replaced by any the food. And it brings nofrozen yoghurt or gelato. surprise if the biggest ofWhen it comes to our international food chainscharming Delhi- even the want to target the taste budsgeographical boundaries seem of the people here. No wonderto diminish. And Bollywood is it is a dream city for millions.no exception. More and more It caters to their needs andfilm directors exploit the wants. It gives them a hopecosmopolitan nature of Delhi. for a better life. Our affairThey capitalize the essence of with Delhi is though a couplethis magnum city by shooting of decades old, but this is oneat eye catching locations like relation, from which we neverforts, old Delhi and metros. In want to move on!!fact Metro has become theface of Delhi in recent times.Recent films like Khosla kaghosla, Dev D, Aisha, Oye 15
  18. 18. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012 consumer from the point he orOOH Laa Laa! she steps out of home to the point they come back. ThisBy Arjun Kant Chadha format is in contrast with the-MIB (2011-13) regular broadcast, print, and Internet advertising. It targets you when you are "on the go"A couple of months back I in public places, in transit (Bus shelters, Airports,had little clue as to what the metros, fly over’s) waitingterm OOH means .Silk (Dirty (ticket counters, chemists,Picture’s Vidya balan) had her hospital receptions), and/or inown explanation but it specific commercial locationscouldn’t provide me with the (such as in a retail venue).right perspective either. I’m You can avoid the morningtalking about OOH-Out of newspaper; turn off theHome advertising .OOH or television commercial orOutdoor advertising is simply not buy a magazine butbasically any form of you cannot evade outdooradvertising that reaches a advertising that you’re 16
  19. 19. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012 prime-time network fare. That essentially puts millions of rupees down the drain that advertisers allocate to marketing .Outdoor comes as a relief to such advertisers as it’s a media which is always on and is nearly impossible to miss. Brand Delhi has also witnessed itsexposed to each day. With the fair share of OOHadvent of newer and advanced lately .Right the humongoustechnology with devices like Sachin Tendulkar ‘Cricket kiSatellite Radio, MP3 Players khushi’ Coke campaign posterits easier for us to eliminate at the Dhaula Kuan metroadvertisement and watch only station to the Yo Yo Honeywhat we want. How many of Singh concert billboard whileus have actually had the you drive through the Narainapatience to watch an entire fly over or the Chanel renderadvertisement before a video you see at the Pacific mall, allstarts to buffer on YouTube come under outdoor,more often than not we skip advertising .the ad even before we get to OOH industry isknow what it is for. According predominantly unorganizedto a recent study by Nielsen and this characteristic isMedia Research, more than responsible for a high degreehalf of digital video recorder of price discrimination. So ifusers fast forwarded through your roof is situated incommercials while watching favorable location i.e. near a 17
  20. 20. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012metro station, a mall, or a ground-breaking mediahigh traffic red light then that formats like halogenmakes you an owner of a projection, flash mobs,media space and like many dynamic digital displays etc. Such innovative formats prove to be effective both on cost and coverage parameters. They charge the clients premium rates but more than compensate with quality & technique. Traditional print advertisers are taking up thisother Delhi residents you may high impactas well rent it out to earn an medium which insures aextra buck. Right from the better recall value and greatergrocery seller to the laundry value for their money. Bigshop, small entrepreneurs are names of the likes of Timesgetting aware about the OOH & JCDecaux ensure thatsignificance of marketing and their clients sing Ooh laa laa,are exploiting this format. all the way to their bankIn contrast to the unorganized accounts.sector, it is the newly sproutedorganized sector which ischanging the equations of this German domestic applianceindustry. It is no longer manufacturer Miele to releaserestricted to billboards. They monster vacuums across theare the ones responsible for UK with latest ad campaign 18
  21. 21. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012A few interstingOOH’s‘The MonsterSuction’ campaignDominic Worsley,marketing directorfor Miele,commented;“We hope thisimaginative and eye-catching campaignwill put Mielevacuum cleaners atthe forefront of theconsumer’s mind,helping to drive theminto store.” This marketing campaign took place in Geneva, for an accessory store. Saatchi & Saatchi replaced chains with giant jewellery in several locations. 19
  22. 22. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012 Chartered bank thatThe Bank that is highlights its core values.“here for good”-Sourav Saha,MIB-(2012-14)The first image that comes tomind when one thinks of abanking or a financialinstitution is hardcorebusiness outlook. All activities The campaign highlights Standard Chartered’s commitment to stick to their clients through both the good and the bad times. It has the dedication to always follow the ethical route even whencarried on with the motivation that doesn’t seem to be theof profit. No one really best of business decision inassociates the image of a the traditional sense.financial institution to the The campaign captures insofter aspects of life; like three words all the things thatcaring for its customers, the bank stands for and isstakeholders or the committed to.environment. It is hard to “Here for Good”associate them with acts that “Here for Good” is both acan change the history of the promise to the customer and aworld or the life of an tagline that encourages one toindividual in some corner of believe in the brand.the same world. First launched in 2010, thisThis exactly has been the campaign was developed intheme of the “Here for Good” partnership with the globalcampaign of the Standard creative partner TBWA and it was the first global 20
  23. 23. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012positioning campaign by To be here for people. HereStandard Chartered in 40 for progress. Here for the longyears. run. Here for good.”The campaign is not overtly The main ideas of theprojecting the CSR activities campaign came from theof the bank, but in an footprints that Standardunderlying tone identifies the Chartered had in the countriesregular activities of the bank of Asia, Africa and the Middleand aligns it with its CSR East. It also showcased theactivities. It tacitly makes a many hurdles that they havestatement that the CSR crossed while they supportedactivities need not be one each and every developmentalaspect of an organization but challenges of mankind.can be a part of the coreactivities. The script of thecampaign raises manyquestions and seems toanswer them at the same time.To quote from the campaign:“Can a bank really stand forsomething?Can it balance its ambitionwith its conscience?To do what it must. Not whatit can. Can it look not only at The campaign is consideredthe profit it makes but how it one of the best things thatmakes that profit? happened to StandardAnd stand beside people, not Chartered after their previousabove them. Simply by doing failed campaign. Thegood, can a bank in fact be campaign brings to life thegreat? essence of “Here for Good”.In the many places we callhome, our purpose remainsthe same. 21
  24. 24. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012The “Not so” Idiot Box Lintas revitalizes andBy Mukul Sharma (MIB, 2012-14) reinvigorates the concept again. The latest series of TVCs are crafted in heaven (No pun intended) complete with the clouds, violins, fairies and an immaculately turned out Abhishek Bachchan in white.There are Ads, and then thereare those that havepersonified the concept ofhow branding can be made towork for the product mostefficiently and effectively.From creativity to brandrecall, from concept toexecution, theseadvertisements have gottenour attention; thanks to the The tweak to the creativecommitment of the teams that theme – of being in heaven –created them. Here is my is to complement variousreview of the top three Ads. ‟heavenly” apps that the Idea 3G smartphone comes pre-When in doubt, play dead! loaded with. There’s a lie-Advertiser: Idea Cellular detector, face-scanner,Baseline: Deadly Idea Sirjee. mosquito-repellent, Idea TV,3G Agency: Lowe Lintas Karaoke, and a host of otherIn all honesty, the “What an „heavenly‟ apps that one canidea Sirjee” campaign was supposedly tune into. Notstarting to bore. But this fresh being an Idea subscriber, onespurt of creativity from Lowe wouldn’t know how good or 22
  25. 25. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012bad the apps are, but the ads Befriending them diamondscertainly fan the curiosity Advertiser: Tanishqelement. And then there is the Baseline: Now diamonds are aexecution. So there’s man’s best friend tooBachchan Jr. helping Agency: Lowe Lintasdeparted souls identify Being a woman isn’t easy.newcomers into heaven (with There are just too manya face scan no less); catching stereotypes one has to dealplumbers who claim they died with – especially in the addoing heroic deeds (with a lie- world. That being said, for alldetector app); enabling the its stereotyping of women (of“dead” to not be bothered by their penchant for jewellerymosquitoes and so on… very and their dependence on theirdark, but equally comic! Last men to provide for them) thisyear, Idea Cellular ran a ad still wows for the simplycampaign titled “No Idea. Get fantastic story it tells for thean Idea.” This one builds on it brand in question. Let’s facewith the help of innovative it. Buying diamonds hasproduct tinkering from the traditionally been perceived ascellular company’s marketing a high-income purchase. Butteam. The fact is thatwhether you hate thead or love it, there’sno chance (inheaven, if you may)that you won’t recallthe Idea brand whenyou see AbhishekBachchan mouthing,“No Idea, get...” Andthat’s where thisrocks! 23
  26. 26. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012the ad hopes to demolish that And it did a great job in doingas a myth. The ad opens in a that.luxurious Tanishq showroomwith two men (obviously the Getting rid of an alter-egohusbands) worrying about Advertiser: Max New Yorkhow their bank accounts are Life Baseline: Aapke Sachchegoing to receive a major Advisors Agency: Ogilvy Indiasetback once their respective Move over security for family,wives (who are busy checking dreams of children, old ageout the latest designs on sanctuary and all the otherdisplay) finish with their usual clichés that usuallyshopping. The husbands dominate insurancediscuss cancelling vacations, advertising. Finally, anselling their mobiles or even insurance company has daredtaking extra tuition to pay off to take the bull by the horns.for the money lost. But when The bulls in question arethe final bills are presented to unscrupulous insurancethe worried hubbies, they are agents who misleadgenuinely taken aback at the prospective clients to rake inlow price tags. The message is higher commissions for them.clear: “Now Diamonds are a In an industry infamous forman’s best friend too”. rampant misrepresentedThe communication informs selling, the ad is not only ahow Tanishq caters not only tacit admission of guilt butto the well-heeled but also the also attempts to position Maxaspirational middle class New York Life Insurancelooking for affordable branded (MNYL) “ethically” above thejewellery. The message was entire racket. The ad beginscrucial to kill popular with one adviser attempting toperception that walking into sell a policy to a trusting yetan upmarket branded obviously less-informedjewellery showroom such as client. And then enters aTanishq would burn a hole in third-character in the fray –their pockets. sort of a devilish alter-ego of the insurance agent – who 24
  27. 27. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012tries to coax the agent into Clearly, that’s where themisleading the investor to downside is. However, despiterake in a higher commission all its attempts, the ad mayfor himself and better expose even MNYL agents tobusiness for the insurance the same scrutiny applicablecompany. to agents of other insurance companies. Be that as it may, the ad may still work to the advantage of MNYL – if consumers are able to recall the brand through the ad, an issue that the ad fails in currently. 25
  28. 28. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012MarketingReloaded……. By Nikhil (MIB, 2012-14)How to squeeze money out of I guess all of us who have seenthe customer’s pocket and part-1 have surely seen but Ithey being not aware of the am more interested in whyreal reason? I guess all of us will you go? Is it because ofhave a fair idea of Marketing movie alone???and must have heard this term Not really!!! It is mostmany times in your life. I am probably because of thenot going to explain the curiosity we felt when at thestatus-quo so just chill .I will end of Part-I we read “to bestart marketing by giving continued” and this was doneexamples. Let me ask one intentionally by the directorquestion how many of you and in Marketing it is calledwatched Gangs of Wasseypur Teaser marketing.II 26
  29. 29. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012It is now a days, very much used tool for marketingprevalent and that’s why you research companies. Eversee the trailer of Movies, 1 wondered why it asks for soyear prior to their release. many personal questionsWhy this Kolaveri di, is one which are not related neithermore example. to you nor to your friends.Now let’s come to second Let me tell you there areexample: Which website you companies in London andopen the most on internet? I United States worth millionsguess Google, then any idea of US $ whose job is to makeabout which you like akind of product sobusiness they that yourare in? Let me friend couldtell you it is the read it on yourlargest wall and doMarketing the same andCompany in thus the chainthe world. Yes, goes on andit is true and on. As it isyou can check rightly said,it by searching anything on it nothing is more powerful inand just look at the right hand Marketing of a product thenside of the page and Google mouth-word. Now let’s comeearns money on that and if to last one but not the least. Iyou click on that side more guess every one of us havemoney and in case you buy visited a retail store like Bigthen Big thanks from Google. Bazaar etc. Next time you go Do anyone knows how just observe to which side youworld’s most famous social look the most. Answer is rightnetworking site Facebook and going further you will findgenerate its revenue or in all the costlier products are onother words why it is valued at that side and in Marketingwhooping US $100 billion? It this is called “Theory ofis the most famous and widely Trolleylogy”. 27
  30. 30. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012Steve JOBS and his his legacies which business people all around the worldmarketing Legacy continue to follow and posing -By Nitesh Kasana a serious completion to Apple MIB,(2012-14) Inc. itself. Steve Jobs was a genius when it came toLast year Steve jobs death marketing a product. Ifshook the business world but you want to improve yourfor people it was the end of income, having a good“i”. This “i” was the product is not enough. Youconnectio need to given between peopleSteve somethingjobs’ and they want. Inthe entire fact, aconsumer powerfuls of Apple marketerproducts. doesn’t evenFor them just giveApple people whatmeant they alreadySteve jobs want; theyand vice TELL themversa. that theySteve want theJobs did product evenwhat though theyothers are notcouldn’t aware of itdo while themselves!fighting A goodhis life example would be the-against the cancer. Till today iPhone. In the past, manypeople are inspired by him in people would never imagineterms of innovation, strategy, themselves wanting anmarketing etc. He left behind 28
  31. 31. MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012iPhone. After the marketing screen. Any complications willprocess, people today can’t impede the user’s experience.live a few HOURS without an Steve Jobs believed iniPhone. The power of “Work WITH youranticipation was his one competitors instead ofof the good strategy. Since against them” as it doesn’tthe first release of iPhones matter who ‘copied who’ butand iPads, people can’t wait to the most important principleget the next version, the next to remember is that only arelease and they are stupid marketer wouldconstantly waiting for the next compete with his greatestone to appear. The rapport competitor for the same pieceyou develop with your of the pie. That’s why bycustomers has to be so strong dominating phones andthat people can’t wait to get tablets, Steve Jobs made thetheir hands on your products, ‘computing’ world bigger bywaiting at the computer expanding the value ofscreen for an email computers to the point whereannouncing the release date. we can’t live withoutSteve Jobs understood that computers, tablets and ourthere will always be more phones.‘stupid’ people in the worldthan ’smart’ people so theiPhone is made to be sosimple until you can push onebutton, one on/off switch andeverything else slide on the 29
  32. 32. MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012Trivia.. Delhi, officially the National Capital Territory of Delhi (NCT) is the second largest metropolis of India after Mumbai. With the population of 16.7 million in 2011, the city is the 2nd most populous metropolis in India and 8th most populous metropolis in the world. Delhi has not always been the capital of India. Under the British, Kolkata had the honor for a long time till Delhi was reinstated in 1912.  The city of Delhi was destroyed and rebuilt seven times and ruled by successive empires and dynasties. 1
  33. 33. MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012  The walled city of Delhi originally had fourteen gates. Five are still standing. Heres the provenance behind their names. Ajmeri Gate: Facing Ajmer in Rajasthan; Lahori Gate: Facing Lahore in Pakistan. Kashmiri Gate: Pointing North to Kashmir. Delhi Gate: Road to earlier cities of Delhi Turkman Gate: Named after pious saint Hazrat Shah Turkam. Delhi is one of the greenest cities in the world with a green cover of almost 20%. Compared to the Himalayas, which are 50 million years old, Delhi Ridge still stands with a whopping age of 1500 million years! Delhi won the United States Department of Energy’s first ‘Clean Cities International Partner of the Year’ award for ‘‘bold efforts to curb air pollution and support alternative fuel initiatives’’ in 2003. Delhi’s public transport the DTC or Delhi Transport Corporation runs the world’s largest fleet of environment-friendly CNG buses.  The Delhi Metro is a rapid transit system serving Delhi, Gurgaon, Noida and Ghaziabad in the National Capital Region of India. The network consists of six lines with a total length of 189.63 kilometers with 142 stations of which 35 are underground. 2
  34. 34. MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012  The one-of-its-kind Sulabh International Toilet Museum houses a rare collection of facts, pictures and objects detailing the historic evolution of toilets from 2500 BC to date! Ever heard something like that? Due to rapid development of the Delhi-NCR area and its emergence as a Cyber City, Delhi is ranked as the 7th most expensive office hotspot in the world. 3
  35. 35. Rendezvous with Ms. Henna Chowdhry, AVP Fashion and Lifestyle (Times OOH)About HennaHenna has more than a decade of experience in Advertising, Marketing,Business Development, Relationship Management as well as TeamManagement with various organizations. She’s got natural flair formarketing and communication and is adept at & strengtheningrelationships with various corporate clients and managing businessdevelopment activities. Having studied MBA in foreign trade andinternational marketing she is very proficient at planning andexecution , new business development, competitor analysis ,marketingoperations to say a few. Currently designated as AVP –Fashion andLifestyles at Times OOH; she started her journey from TAM MediaSearch followed by various reputed firms like JWT, Oglivy and Mather,OAP, TDI Media Services, Bates 141 and Percept Out of Home.Marcom: Where did you begin your career from?Henna: TAM Media Research (IMRB)Marcom: As a marketing professional, what’s your biggeststrength & Weakness?Henna: My strength essentially has to be the confidence that Igive to my business associates. The message is loud and clearthat nothing will go wrong and if it does, it will be taken care of.My weakness is my inability to detach myself and get emotionalabout “my brands and my clients”.
  36. 36. Marcom: If not a marketing, than what would you be doing?Henna: I would probably be a lawyer.Marcom: Your favourite ad- campaign?Henna: Out of the recent ones it would certainly be the Airtel“Har ek friend zaroori hota hai” campaign. The other all-timefavourite is that of the brand Amul, unbeatable humour andrelevance.Marcom: Your favourite tag-line/sloganHenna: “Har Ghar kuch kehta hai” Asian Paints by PiyushPandey.Marcom: Given the enormous number of advertisements andbrands that a consumer is exposed to, what does it take for abrand to stand out?Henna: No matter how entertaining, engaging or feel good anad campaign is, a brand will only stand out on the basis of itsquality and commitment to the consumer.Marcom: Is it inevitable to be in selling before being asuccessful marketer? How has your experience been?Henna: It is not inevitable but it certainly helps to get yourhands soiled before donning that business suit and talkingfancy.Marcom: Personally, how brand conscious are you?Henna: Just as brand conscious as any small town Indianfrom a middle class background having done reasonably wellfor herself should be.Marcom: Which is your most treasured purchase?Henna: I don’t treasure purchases. Within a week of buyingthe fanciest brands they cease to give you any joy.I work with luxury and I believe that the moment you afford it,it’s no longer luxury.
  37. 37. Marcom: Given a million bucks, how would you like to spendit?Henna: I would invest it in real estate along with some minorfrivolous buys.Marcom: What helps you unwind at the end of a hectic day?Henna: Some quality time with my two children and myhusband.Marcom: What do you like the most about your job?Henna: The dynamism and ever changing trends that keepsme on my toes.Marcom: What quality do you think is indispensable for futuremarketing managers?Henna: The ability to strategize, innovate and be solutionproviders.Marcom: The book you’d recommend to every marketingaspirant?Henna: “Why She Buys by Bridget Brennan- is a must readbook for every marketer.”
  38. 38. About Us Marcom, the marketing cell of MIB (Master of International Business), Faculty of Commerce & Business, Delhi School of Economics is a student initiative that aims at nurturing individuals with distinctive imagination and originality, making them indispensable for any team that they work in. It provides an opportunity to the students to explore their potential in the field of marketing outside the classroom. We use tools such as case study competitions,quizzes and presentations to provide unadulterated flavour of marketing to students. Our widely acclaimed monthly student magazine Brand.i comes up with articles on changing markets and innovative marketing techniques, inviting editorials by B-school students & professionalsfrom all over the country. Our objective is to give students apodium to unleash their creativity and assimilate the field of marketing. MARCOM - The Marketing Cell of MIB, Department of Commerce, Delhi School of Economics University of Delhi, New Delhi - 110007 To subscribe a free online copy, write to: marcom@mibdu.org Like us at facebook.com/marcom.mib

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