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  • 1. The MARKSMANK J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 2| ISSUE XI| JULY’12
  • 2. EDITOR’S DESK Dear Readers, Welcome to another edition of your favorite marketing magazine! MARKSMAN starts afresh this year enthused with your constant support and encouragement. It’s that time of the year when campuses are burgeoning with enthusiasm, new faces and a lot of questions. At MARKSMAN we strive to open up a world opportunity and ideas to young minds. We help you stay ahead of times and think beyond the obvious. MARKSMAN shall be a resourceful companion in your quest for knowledge! With your cover story, Grassroots Marketing, explore the benefits of reaching your target audiences directly and in a more cost effective way! Special story on Cause Related Marketing and highlights the mutual benefit that modern businesses and non profit organizations derive from this novel means of marketing. Our Mark-ive, Its all about Adi-tude, Tweets, SquareHead and Buzz will appeal to all. We would also like to congratulate the winners of our Featured Articles- Smriti Sudish , Divya Bhatia and Wayne Soares. Signing off, with some food for thought for all budding marketers “Clarity triumphs perseverance ” Hope you enjoy this issue as much as we did making this for you. Cheers !! Team – Marksman The Interface – The Marketing Club of SIMSR01 JULY 2012
  • 3. CONTENTS TWEETS COVER STORY 03 GRASSROOTS It’s all about MARKETING AD-itude! 04 07 brand MARK-ive SPECIAL STORY 05 CAUSE RELATED MARKETING GLOBAL SIMSR MARKETING 10 16 SquAreheaD FEATURED ARTICLES 19 TREND OF ONLINE MARKETING IN INDIA …12 “SATYAME VAJAYATE” MILKING TV RATINGS: FAIR? …13 BUZZ PRODUCT PLACEMENTS IN FILMS …15 20THE MARKSMAN FEBRUARY 2012 02
  • 4. TWEETS GOOGLE LAUNCHES JELLY BEANS ANDROID Android 4.1 Jelly Bean, released on July 11th 2012, is the fastest and smoothest version of Android yet. It is an incremental update with the primary aim of improving the user interface, both in terms of functionality and performance, it improves on the simplicity and beauty of Android 4.0, and introduces a new Google search experience on Android. It is also capable of adapting itself to present information in different ways depending on the size of the gadget it is running on.IKEA LIKELY TO ENTER THE INDIAN MARKETThe global furniture giant IKEA offered a welcome respite for the Indianmarkets by an investment of Rs 10,500 crore for setting up single-brandretail venture. The company has sought government permission to set upa wholly owned Indian subsidiary and will open 25 stores with aninvestment of Rs 4,200 crore in the first phase. The entry of the 24.7-billion euro Swedish giant will bring in many other positive direct andindirect benefits for India. RENAULT INDIA LAUNCHES "THE DUSTER” Renault India has launched their first genuine volume product, the Duster SUV in India at a price starting from Rs 7.19 L. Renaults entry into the Indian Automobile market with Mahindra Logan could not create an impact as the product failed. If Duster clicks, then there is possibility of Renault improving its brand image.VOLKSWAGEN ON A YOUTUBE TEST DRIVEVolkswagen has created The YouTube Test Drive, a campaign whichinvites users to post any query they have on the Jetta TSI directly onYouTube and receive a video response to their questions. Thecampaign is currently live on www.jettatsi.com. Some of the featuresof the car have been captured through videos laced with humor andwit. Within a few hours of the launch of the campaign, the YouTubevideos had already gathered more than 6,000 video views. DENTSU INC. The 111-year-old Japanese advertising company, agreed to buy Britain’s aegis group plc in a £3.16 billion (Rs.27,270 crore) deal to create a global media and marketing network. The purchase is the second-biggest overseas takeover by a Japanese company this year.ART OF LIVING NOW ENLIGHTENS THROUGH TABLET PCSShri Shri Ravi Shankars Art of Living has partnered with Bangalorebased EAFT Technologies to launch Android tablets called"Enlighten" which is preloaded with content for the devotees of ShriShri Ravi Shankar.03 JULY 2012
  • 5. It’s all about AD-itude! MEDIA: OOH MEDIA ADVERTISER: JHALAK DIKHHLA JAA ADVERT TITLE(S): DISCO BALL OOH AGENCY: MILESTONE BRANDCOM, INDIA Bringing out the stage away from the Tv to the roads!! Jhalak Dhiklaja made the roads feel like the real dancing stage for stars. A gigantic disco ball was placed at a key arterial route in Mumbai – Mahim causeway. The disco ball, sparkling through the night was set up on a rotating disc. It was visible from a distance of over 500 metres. The TV show has rolled out an extensive outdoor media campaign in over 22 cities. The attempt is to reach all Hindi Speaking Markets (HSM), with a focused push on metros and 30 priority towns within HSM. Milestone Brandcom has executed the campaign across these markets using a wide array of 1500 high-impact outdoor media touch-points. The idea of using the ‘Disco Ball’ was to bring out the essence and star power of the show. It stood out distinctly and created excitement. It helped in creating buzz and hence achieve the desired impact. Through high visibility and innovation, the action was brought from the sets to the streets, creating experience for Brand- Jhalak Dhikhlaja. MEDIA: TV ADVERTISER: BENNETT COLEMAN & CO. LTD BRAND: BOMBAY TIMES ADVERTISE TITLE: BORN GLAMOROUS CREATIVE AGENCY: TAPROOT INDIA Taproot India created a film to celebrate Bombay Times’ 18th year. It tries to bring out glamour which is the essence of the supplement and it tries to show how Bombay Times has affected the lifestyle of its readers. The TVC shows several young Mumbaikars - a girl, a government official, a gas cylinder delivery boy, a milkman, a fisherwoman and a rickshaw driver - all in the best of the fashion. Their dressing stands out from their surrounding environment given the nature of work they are into. All through the TVC, a soundtrack keeps playing in the background whose words go - Style maara toh darna kya, thoda hero bana toh darna kya. Glamour hi hai koi chori nhi, zara filmy bana toh darna kya. (Whats the harm in being stylish or glamorous!) The TVC ends with text that says those who read Bombay Times are Born Glamorous. TVC is amazingly crafted and it sends across the message effectively. Bombay Times is serving glamour since 18 years- taking the credit for City’s style and fashion quotient.THE MARKSMAN 04
  • 6. Brand-MARK-ive THE WALMART STORY Birth of Discount Retailing Most people think discount retailing began in 1962 – the year that Kmart, Target, and Walmart first opened. However, in reality, the chain of variety stores Sam Walton owned during the 1950s faced stiff competition from many regional discount stores. 1962 – WALMART BEGINS Before opening Walmart, Sam travelled the country studying everything he could about discount retailing. He became convinced American consumers wanted a new type of store. Trusting his vision, Sam and his wife Helen put up 95 percent of the money for the first Walmart store in Rogers, Ark. 1972 – WALMART GOES PUBLIC Discounters such as Kmart quickly expanded in the 1960s, while Sam only had enough money to build 15 Walmart stores. In 1972, Walmart stock was offered for the first time on the New York Stock Exchange. With this infusion of capital, our company grew to 276 stores in 11 states by the end of the decade. THE 1980S – WALMART COMES OF AGE In 1983, the first Sam’s Club members-warehouse store opened. The first Supercenter opened in 1988, featuring a complete grocery, and 36 departments of general merchandise. By 1989, there were 1,402 Walmart stores and 123 Sam’s Club locations. Employment had increased tenfold. Sales had grown from $1 billion in 1980, to $26 billion. THE 21ST CENTURY – ONE OF THE MOST SUCCESSFUL RETAILERS IN THE WORLD Today, 10,185 stores and club locations in 27 countries employ 2.2 million associates, serving more than 176 million customers a year. Its basic value has always been, and always will be, customer service. WALMART DISCOUNT STORES WALMART SUPERCENTERS The first Walmart Store that opened in 1962 was a Supercenters were developed in 1988 to meet the discount store. Today there are 624 stores offering a growing demand for convenient, one- stop family pleasant and convenient shopping experience across shopping, main essence being- Every Day Low US. The size of an average store is 108,000 square Prices. It is a combination of full grocery and feet. Each store employs 225 associates. general merchandise. These stores feature wide, clean, brightly-lit aisles There are 3,029 Supercenters, and most are open and shelves stocked with a variety of quality, value- 24 hours. Supercenters average 185,000 square priced general merchandise, including- Family feet and employ about 350 or more associates. apparel, Health and Beauty aids, Electronics, Toys, Supercenter groceries features- Bakery goods, Lawn and garden items, Jewellery, Automotive Meat and dairy products, Fresh produce, Dry goods products, Home furnishings, Hardware, Sporting and staples, Beverages, Deli foods, Frozen foods, goods, Pet supplies, Housewares etc. Canned and packaged goods, Condiments and05 JULY 2012
  • 7. Brand-MARK-ive spices, Household supplies, etc. Most more. Many have pharmacies as well. Supercenters also have many specialty shops such as: Vision centre, Tire & Lube Express, Brand- Walmart.com name restaurants, Portrait studio and one-hour Founded in 2000, Walmart.com brings the photo center, Pharmacy, Health Clinic, convenience, great merchandise selection, Employment Agency, Hair salon, Bank, etc. friendly service and Every Day Low Prices of your neighbourhood Walmart to the Internet. WALMART NEIGHBORHOOD MARKETS Walmart.com features more than 1,000,000 Walmart Neighborhood Markets offer a quick and products, plus easy-to-use music downloads and convenient shopping experience for customers digital one-hour photo services. During the who need groceries, pharmaceuticals, and holidays, Walmart.com features many special general merchandise all at our famous Every Day offers available only online. It’s also a convenient Low Prices. place to find out about our exciting in-store First opened in 1998, there are now 199 Walmart holiday specials. With Site to Store program, one Neighborhood Markets, each employing about 95 can purchase items at Walmart.com and then associates. A typical store is about 42,000 square have them shipped free to its local store for feet. pickup. Walmart Neighborhood Markets feature a wide variety of products, including: Fresh produce, SAM WALTON’S SECRET- GIVE YOUR Meat and Dairy products, Frozen foods, Dry goods CUSTOMERS WHAT THEY WANT and staples, Health and beauty aids, Stationery In his autobiography, Sam said, “… if you think and paper goods, Drive-through pharmacy, Deli about it from the point of view of the customer, foods, Bakery items, Canned and packaged goods, you want everything: a wide assortment of Condiments and spices, Pet supplies, Household quality merchandise; the lowest possible prices; supplies, One-hour photo centre. guaranteed satisfaction; friendly, knowledgeable service; convenient hours; and a pleasant WALMART EXPRESS STORES shopping experience. You love it when a store The first two Walmart Express test stores opened exceeds your expectations, and you hate it when in June 2011 in Northwest Arkansas. Walmart a store inconveniences you, gives you a hard Express has been created to offer low time, or pretends you’re invisible” prices every day in a smaller format store that provides convenient access for fill-in and stock-up shopping trips. The stores give Walmart flexibility in serving customers, especially in rural and urban areas where shoppers may not have access to larger stores. The Walmart Express test stores average 15,000-square- feet and offer groceries and general merchandise, including an assortment of fresh produce, dairy and meat, dry goods, consumables, health and beauty aids, over- the-counter medicines andTHE MARKSMAN 06
  • 8. COV GRASSROOTS MARKETINGER In today’s world which is all about startups and people armed with just an idea of a product or a service and little or no funding even to prototype the product, one can’t even dream of giving competition to big wigs like Pepsi Co. and HULs of the world inS terms of marketing or advertising ones products. So what hope does one have of surviving in the world of multi-million dollar advertising budgets? Of not getting lostT in the jungle? The answer of course is Grassroots marketing.OR WHAT IS GRASSROOTS MARKETING? idea or a product that has good As the names suggests this type of marketing functionality and only visibility is yourY works at the basic level and doesn’t care about problem. the bells and whistles usually associated with costly advertising campaigns and other GRASSROOTS MARKETING marketing methods. Grassroots marketing is VS VIRAL MARKETING the opposite of mass marketing, which Viral marketing can be taken as an analogy broadcasts a product message to the vast and also works on a similar concept. The general population in hopes that it will difference though is that whereas viral resonate with a small portion of that group. In marketing dies down as fast as it goes up, grassroots marketing, the idea is to directly meaning the efforts put in are not sustained connect with a product or services most and limit to creating just an initial buzz, logical potential customers at their places of grassroots marketing deals with a sustained work, commerce and leisure. It could also be effort over a long period and requires a done at the store itself by means of free much longer commitment. Whereas viral product trials and works best if you have an marketing might be used as just one of the07 JULY 2012
  • 9. COVER STORY current revenue is 90 million Canadian dollars. This goes on to show the simplicity and effectiveness of a grassroots marketing campaign. R E L E VA N C E I N TO D AY ’ S W O R L D The argument could be that with such easy access to social media and with its humongous footprint, is it not easier and more effective to use social media marketing which would also reach more people than let’s say a flyer or aways to promote a product or a service, small sign post. Well it would definitely reachgrassroots marketing can be used in place of an more people but how many of them willentire campaign. Viral marketing is a term that is remember it after five minutes? The problem abeing used very loosely these days and the social marketer faces these days is of very shortmedia craze only adds to this. Grassroots attention spans and generating brand recallmarketing is often more widely used without when it matters the most, which is time ofpeople actually knowing about it. purchase. So grassroots marketing works despite reaching a narrower customer base as moreDOES IT WORK? people from that proportion convert intoGrassroots marketing is usually used by startups purchasers which is the ultimate target of everyand cash strapped organizations so although they campaignmight be locally very well received andsuccessful, majority of the people rarely get to SOME SUCCESSFUL EXAMPLESknow about it. But some unique examples are Häagen-Dazs, the high end ice crème brand usedthere of companies which hit it big using grassroots marketing to promote its 5 new, allgrassroots marketing. One of the most successful natural flavors in 2009. It used “SheSpeaks”, aand popular grassroots marketing campaign was word of mouth sampling party to promote and create a buzz around the new flavors before the launch. It not only gave them much needed publicity for the new flavors, but also valuable feedback from actual customers. Also, recommendation from your peers or friends is morerun by a company called “1-800-GOT-JUNK?” The credible than aowner put up signboards on electricity poles polished adreading just the name of the company which campaign and henceincidentally was also the number which needed the concept workedto be called to get rid of any unwanted junk. It very well.had cost him around $1.5 for each board. ItsTHE MARKSMAN 08
  • 10. COVER STORYAnother good and very recent example is of“Turn this ship around” campaign. With the USpresidential campaigning in full swing,Republicans have come out with anadvertisement showing Democrat Barack Obamaas an arrogant, steadfast captain of a shipheading in the wrong direction. It is now gainingmass popularity as more and more Republicanshave started using this advertisement in theircampaign for the elections. To sum up, in the current times with cut throat competition and differentiation being the only key, grassroots marketing is your key to steer clear of the clutter and be out of the ordinaryAnother controversial yet popular ad campaign and in the customers face. It forces the viewer towas by Acclaim Entertainment, a computer game take notice because now he can even fastcompany. It offered relatives of recently forward through the TV commercial with a clickdeceased people to let them put a small poster of a button and with it goes all the money spentof a character of their upcoming game, “Shadow in making and airing the commercial. As theMan: 2econd Coming” on the tombstone of the saying goes, “Grass is always greener on thedeceased. It generated a lot of controversy and other side of the fence”, we hope marketingas the saying goes; no publicity is bad publicity, experts realize this and adopt grassrootsAcclaim Entertainment got a lot of attention for marketing and we get to see more innovativethe campaign. methods of marketing.09 JULY 2012
  • 11. CAUSE RELATED MARKETING Cause Marketing or Cause-relatedS Marketing refers to a type of marketing involving the cooperativeP efforts of a “for profit” business and a non-profit organization for mutualE benefit. This term can be generalizedC to refer to any type of marketing effort for social and other charitable causes.I With increased internet penetration, cause marketing has been conductedA increasingly through online channels in the last decade and it has no longerL been restricted to offline strategies.S Cause marketing can take on any forms including a. Product, Service, or transaction specific, b. Promotion of a common message, c. Product licensing, endorsements andT certifications, d. Local partnerships and so on. Cause related marketing is a powerful marketing tool that business and non-profitO organizations are increasingly leveraging. Cause related marketing should not be confused with corporate philanthropy andR corporate sponsorships. Corporate philanthropy takes place through direct monetary gifts to a non-profit. Corporate sponsorship is a bit closer to cause marketing since theY corporation gives the non-profit money to hold an event, run an art exhibition or other time limited activity. Cause marketing can have various benefits, both for the society and the organizations involved in it. It can improve social welfare, drive sales, increase market value of a firm, enhance the public image of the company to name a few. Cause marketing can affect a brand of the company in a drastic way. It can create a sense of brand community and elicit brand engagement. Many companies have shown breast cancer as a cause. For eg. American Express contributes a percentage of their income to Breast Cancer foundation in USA.THE MARKSMAN 10
  • 12. SPECIAL STORY ITC has Enduring as its core value. For every classmate notebook you buy, ITC contributes Rs.1 to its rural development initiative that supports primary education in villages. Tata Group runs Endowment Schemes to provide higher education for deserving Indians, presented the first corporate sustainability report, social services—the thrust area rural development, community health, basic education and vocational training. It also spends on basic infrastructure and disburses money through various charitable trusts and relief and reconstruction societies. A V Birla Group’s initiatives are channeled through The Aditya Birla Center for Community Initiatives and Rural Development spearheaded by Rajashree Birla (wife of Aditya Birla). All the Group companies are dedicated to social development. Hindalco an AVB group company is an epitome of cause related marketing.11 JULY 2012
  • 13. FEATURED ARTICLEETHICAL SHOWS LIKE SATYAMEV JAYATE MILKING RATINGS OUT OF PEOPLE’S MISERY: FAIR? - Smriti Sudish, SIMSRAGENT OF CHANGE OR MARKETING?Come April we were asked to keep our indolent Sundays free since Mr. Aamir Khan requested for a heart toheart conversation with TV audiences as “ dil pe lagegi tabhi baat banegi”. He captured public imaginationwith his new show by displaying a new Indian dysfunctionality every Sunday which a modern, educated,India may think is non-existent. He looks like an agent of change, a torch bearer at the end of the tunnel.So, no qualms about its success since the popularity of its inaugural show splashed on twitter, where femalefoeticide trended as number one story for the day .But as the show is on route to being telecasted for a second season, questions on its intentions and itscelebrity host Aamir Khan’s misty-eyed look with over emphasis on its studio audience reactions, onewonders whether all the brouhaha is overstated. So while the show gives us a glimpse into the victims life,their plight and sorrow which is served to us marinated with entertainment, may seem inconsideratetowards the contestants.Ethical being a very subjective word , we define it as, moral principles that govern a persons or groupsbehaviour. The meaning of "ethics" is hard to pin down, and the views many people have about ethics areshaky.MISERY LOVES COMPANYSo is milking TV rating out of people’s misery, ethical? Probably No. But misery loves company. The victimsshared their heartfelt stories ingenuously, with the sole intention of an increased awareness among people.Earlier, shows like Kaun Banega Crorepati season 5 too sieved through contestants, for those who haverousing backgrounds. As the cameras panned into the prospective candidate’s homes, special videomontages were being prepared.Puppeting human emotions to generate TV ratings is a common practice, so when Aamir judiciously shedstears, nods in disbelief ,and chokes amid sentences it may seem over the top, but a greater good arisingfrom it like bills getting passed and medical licenses cancelled should be considered.TR(A)P OF THE TRPsChild sex abuse and Dowry are evils we greet everyday in our newspaper. It takes more than rallies,activism and demonstrations to make an impact. It needs a effective communicator and painstakingresearch on these issues. This is what satyamev jayate has done with sheer conviction via tailor mademultilingual offering for the viewers.Mr. Aamir has devoted 2 years, to spearhead this project into reality. So, agreed. A well marketed man likeAamir did fall prey to industry norms by trying to pull audiences’ strings by selling emotions. But whatmatters is whether the message comes through. He took the concept of activism, which is normallyconsidered as an elitist’s prerogative, to convert it into a common man’s platform and converted thoseTRPs into commercial success.SSR: SUNDAY SOCIAL RESPONSIBILITYMr.Aamir did ignite a certain spark of flame within the audience, but this again is just a spark, it needs tospread into a fire. Technically speaking, when the victims, unabashed, share their experience it must betaken as a cue to start up with something. If just thought of, as a Sunday reality show, which people view toenjoy and later forget won’t suffice.The audience reactions can be gauged by this poll, but even if 1% of the families that follow this showdecide to take action against any societal evil, the purpose seems fulfilled even amidst all the tamasha androna dhona !THE MARKSMAN 12
  • 14. FEATURED ARTICLE PRODUCT PLACEMENT IN FILMS - Divya Bhatia, WelingkarAre traditional methods of marketing dying? If you TYPES OF PLACEMENTSdon’t believe in it, try to answer these simplequestions:Do you flip advertisement page while reading amagazine?Do you fast forward commercials while watchingthe television?Do you have spam filter in your electronic mailbox? BEGINNING OF TRENDDo you change the radio station when you hear This concept of embedded marketing is not new. Itthe commercials? has been into use from the 19th century. TheThe answer to most of the questions must be yes. earliest reference of a product placement comes inThe reason behind this is that the existence of so the 1940’s Film “Chalti Kaa naam Gadi” with themuch advertising makes advertising less effective. brand Coca Cola and Vodka. Even this was used inPeople don’t pay attention to ads anymore. earlier times in medium such as print media,Researches show that 80% of advertisements are newspaper magazines and particularly in novels.skipped. Thanks to increase in technology which PROCESSgives the consumers option of skipping the In some cases marketing is done free of costadvertisements by using applications such as because producer is getting benefited by use ofdigital recorders, remote control and add blockers. products such as free usage of clothes andMarketing by traditional methods is becoming accessories. But in other cases producers dodifficult day by day, so marketer comes with this charge some amount from marketers which helpsidea of embedded marketing or product producers in meeting their expenses.placement where chance of skipping is less. MEDIUM OF EMBEDDED MARKETINGAfter trying so many methods of marketing, Movies and serials: The best method of embeddedbrands are coming with embedded marketing or marketing is by placing it in TV program or movie inproduct placement as a new vehicle for reaching which audience see the gadget being used by theirthe customers. It is not like the TV and radio favorite stars.advertisements which convey the message Videogames: Online/Virtual placements aimed atdirectly. Here product is placed in front of the the elusive 18-34 years old demographic. As theyconsumer. It helps in increasing brand recall and are moving to more interactive forms ofits instant awareness at the time of purchase. entertainment (video games, internet)These insertions are not in the advertisement Travel: Travelling vans are used for advertisementsbreaks as most of the people skip the breaks. They of products such as Gillette.are places at integral parts so the visibility of the Radio: Brand names are used repetitively in Music.product increases and reaches a targeted audience Sports: Embedded marketing has been prevalentwhich is receptive. in sports from national sports to sports at schoolPurpose of marketing is delivering the brand to level. Camera lingers on logos of sponsors onpeople. By product placement or Embedded player’s t- shirts and paintings on fields, just a littleMarketing marketer is ensuring that brand is lived, too long before shifting back to main action.breathed and delivered to customer. Publishing- In comic books, newspapers and novels13 JULY 2012
  • 15. FEATURED ARTICLE CHALLENGES WHILE DESIGNING EMBEDDED WHO ARE REAPING THE BENEFITS MARKETING Automobile industry: Is finding this marketing to be Compared with others forms of marketing very attractive. Ford took place in James Bond’s Embedded Marketing is giving better results. movies. Nissan cars feature outstandingly in the However, a number of issues need to be kept in television series Heroes (2006–2010) where the mind while utilizing Embedded Marketing. logos frequently zoom in/out or whole cars are Relevance of product to the situation should be shown for seconds at the opening of a new scene. there. Language and designing of script need to Computer & electronics: Apple frequently pays for be considered. Product placement turn into embedded marketing. It pays not in terms of deceptive and undisclosed when product is not money but in terms of product. in line with storyline. And like any other marketing campaign success of this embedded marketing campaign depends on a number of factors. A famous star may draw attraction to the product but would not augment sales. Product placements must remain relevant to the storyline. Another factor to be considered is that success of product placements is reliant on the success of the movie and consequently its reach, so selection of movie or serial must be done carefully to make marketing success. Success Tobacco: Tobacco companies make direct payment which will be determined will be qualitative as to stars for using their product. However they do it is not possible to evaluate Product not express it openly or don’t reveal the amount. Placements from a sales-generation Food and drink: Hippo in comedy circus perspective. EXAMPLES In Reality shows like India’s got talent judges are endorsing accessories’ brands. The movie “Dilwale Dulhanyiyan Le Jayenge” of the 1990s was a victorious story of introduction of “Stroh bear” in Indian market. Shahrukh endorsed Santro Zip drive in the movie “phir bhi dil hai hindusthani” NEGATIVE SIDE Brand permission: Using the brand name without Lays in MEIN HOON NA permission from owner. Like in case of Dabaang, Zandu Bam Company filed a case against the director of movie and later an outside court settlement had to be made. Product displacement: Brands do not want their product to be portrayed negatively. Mercedes refused to allow their products to be used in non- flattering settings such as in slums in Slumdog millionaire. COCA COLA in TAALTHE MARKSMAN 14
  • 16. FEATURED ARTICLE INCREASING TREND OF ONLINE SHOPPING IN INDIA - Wayne Soares, Xavier Institute of Management & ResearchMy last four sneakers have been from Myntra.com cold feet and have a last minute change of mind.and Bestylish.com, my current phone from Conversely, which retail store would actually pullFlipkart.com and collectively these 3 websites are a out money from their cash register and hand itmust see for me every day as I scan offers, tempting over to you with a smile?myself into a realm of fantasy purchase. Questioning India’s readiness for onlineFantasy purchase is exactly what online shopping shopping is so out of order, because Indianshas become in India and while it’s true that the aren’t only ready but are frequently acting onmoney paid is real, the offers and discounts seem the many seductive offers thrown at them bysurreal. It’s often wondered how a Nike and Adidas online retailers.pair which are leading sports shoe brands globally Customers love price decreases/discountscan be worth a fraction of the MRP as available in especially if the company can share the benefitsstores. And while it often astonishes the customers, with them and with the elimination of somethey are all too ready to key in his bank details and parts of the supply chain, these online retailersmake a purchase. There will be those naysayers whothink giving out bank details is risky but with an can well afford to sit back and offer timely baitsoption like Cash on Delivery, it’s a winner takes all for repeated low involvement purchasingsituation. Online shopping in India has thus behaviour.effectively altered perceptions of High Involvement Offers like “Sign Up or Refer a friend and get Rs.Purchasing to a considerable Low Involvement 1000 off” are something traditional retail storesPurchase mentality. will never in our lifetime ever think of offering.Case in point of a mobile phone which is carefully The entire retail ball game has changed due toreviewed a million times by youth who are all too the very disruptive innovation of people beingkeen to get the best features at amazing prices, able to navigate, choose, order, pay, receive andnow seldom think twice before buying them reject at no extra charge, sitting entirely in theonline. Cue – Best Rates for First Grade Products. comfort of ones living room vis-à-vis running toThis titanic shift has emanated and now is slowly malls and stores and haggling with erranthitting the retail stores hard. A phase existed storekeepers who more often than not havewhere online shopping was considered grave risk, neither the right attitude nor productbut rock bottom prices and extensive variety have knowledge.made consumers act/behave in rather peculiar While all seems hunky dory with onlineways. shopping, there still lies the Indian mentality ofThe Indian culture is known to appreciate ”Free touch and feel where sans it; people just refuseStuff”, be it Free food, Free drinks and now with to make a purchase and poor internetonline shopping, Free Shipping and even Free penetration which definitely disturbs the entireReturn Policies should the consumer develop online shopping landscape. However, these challenges are slowly being dispelled with results there for all to see. With an estimated market expected to touch Rs. 7000 crore by 2015, it’s not long before we start talking about the demise of traditional retail. Consumer behavior has changed so much that now everyday life actually comprises Eating, Praying and Shopping Online!!15 JULY 2012
  • 17. SIMSR GLOBAL MARKETING CONFERENCE MARKETING METAMORPHOSIS Transforming Lives …… Nurturing LifestylesWhat could be the co - relationship between Chaos Theory, Butterfly Effect andMarketing? Seemingly none on the first inspection.Edward Norton Lorenz (May 23, 1917 – April 16, 2008) was an Americanmathematician and meteorologist, and a pioneer of Chaos Theory. He coinedthe term butterfly effect. Lorenz built a mathematical model of the way airmoves around in the atmosphere. As Lorenz studied weather patterns hebegan to realize that they did not always change as predicted. Minutevariations in the initial values of variables in his twelve-variable computerweather model (c. 1960) would result in grossly divergent weather patterns.This sensitive dependence on initial conditions relative to widely dispersedoutcomes came to be known as the butterfly effect. So what does this have to do with the function of marketing? If one inspects the butterfly effect statement, it appears that seemingly insignificant actions could over time affect or evolve into great extra ordinary results that were not conceived in the original action. Keeping target customers as the central focus point, small actions carried out by companies could build up into huge profitable returns. This would be more true than ever before in the highly turbulent and competitive marketing landscape. On the flip side, a small comment by a consumer put up on social media like facebook or twitter could build up into something very big, going by the logic of the butterfly effect. Therefore, successful marketing needs to move beyond identifying consumer needs and serving them profitably. The function of marketing would have to necessarily extend into transforming the lives of consumers through providing necessary products / services for a comfortable and healthy living but also providing the ways and means to nurture his lifestyle.For emerging markets like India, the power of observation to transformlives is the biggest marketing tool. Companies like Tata Motors haveused frugal engineering to build cars like the Tata Nano. Mahindra &Mahindra have developed the 15 HP tractor Yuvraj 215 for the small &marginal farmers of India. Yuvraj 215 is expected to expand the tractormarket at the bottom end of the pyramid and enable the small andmarginal farmer to maximize yield by leveraging mechanization. TheTarget Group for the Yuvraj 215 is primarily those farmers who aredependent on farming with bullocks and seek to increase their landproductivity at an affordable cost. This brand is a key partTHE MARKSMAN 16
  • 18. SIMSR GLOBAL MARKETING CONFERENCEof Mahindra & Mahindra’s vision to go beyond retailing of tractors and focus on creating rural prosperitythrough design, manufacture and marketing of appropriate farming technology. Considering that 80% ofthe farmers in India are still dependant on non-mechanized means of farming, the role that Yuvraj 215will play to bring about rural prosperity is immense. This would impact the lives and lifestyles of ruralIndia in unknown ways, bringing to the fore once again the butterfly effect.User generated content being uploaded on facebook and youtube have relocated the locus of controlfrom the company to the consumer with respect to brand building. Websites like www.cashurdrive.comhave given a different meaning to the concept of ambient media. A consumer could register his car onthis website, rent out his car exterior for carrying company ads and get paid for the same dependingupon the distance traversed by him / her every day and the extent of car exterior rented for carrying thecompany advertisement. Thus a consumer could recover his fuel expenses partially or totally, dependingupon the deal entered into with www.cashurdrive.com.While organized retail is giving stiff competition to the unorganized sector in India, emergence ofwebsites like easyration.com offer not only price advantage but also convenience to the consumerwanting to save both time and money while shopping for groceries and other daily necessities. Asonline shopping for groceries gains prominence, it would be a tough challenge for the organized retail todefine their competitive space. Further, websites like www.snapdeal.com which give out salespromotions offers have converted sales promotion as not just a short term incentive but an instantincentive to boost sales.Deficient infrastructure in both the rural and urban marketspresents its own marketing developmental challenges. There is nodoubt about the correlation between infrastructure developmentand opening up of marketing opportunities. With technologybecoming the biggest enabler for all stake holders of the marketingfunction, there are newer opportunities and methods of marketingjust waiting to be explored. K.J. Somaiya Institute of Management Studies & Research (SIMSR) and Interface proudly present the 8th SIMSR Asia Marketing Conference. With its theme for this year – “Marketing Metamorphosis”, the conference looks to elaborate on these aspects and more. It is a conference which gives the best marketing minds to share their work with the world. Participants from US, UK and APAC region convene to deliver their marketing work which changes the marketing landscape. The last date for abstract submission is August 27, 2012 (Monday). Abstracts are to be submitted in soft copy only at simsrglobalmktg@simsr.somaiya.edu OR simsrglobalmktg@gmail.com. For further details please visit http://simsr.somaiya.edu OR http://simsr.somaiya.edu/simsr/sgmc/index.html17 JULY 2012
  • 19. SIMSR GLOBAL MARKETING CONFERENCEConference Objectives Conference DatesTo offer a platform for marketing practitioners, academicians and 4th & 5th Jan, 2013researchers to: For Whom1. Analyze and share their knowledge and experience of cutting 1. Marketing Academicians edge innovations in marketing. 2. Marketing Practitioners2. Discuss possible strategies and strategic options to overcome 3. Doctoral Students the challenges of technology, competition, and changing 4. Marketing Researchers consumer profile/behavior.3. Analyze, understand and develop strategies to cope with the ever changing marketing landscape.Areas of Interest Industry Stalwarts on the Advisory Board Brand Management Dr. Bhaskar Das Consumer Behavior President, The Times Of India Group, Bennett Coleman Corporate Social Responsibility & Co. Ltd. (BCCL) Customer Relationship Management Mr B S Nagesh E-Commerce Founder – TRRAIN Innovations In Marketing / Sales / Distribution / Product Dr M G Parameswaran Development Executive Director & CEO, Draft FCB Ulka Integrated Marketing Communications Mr Sanjiv Sarin International Marketing Regional President, Tata Beverages, South Asian Marketing To New Emerging Segments Region Positioning And Re-Positioning Strategies Dr Satyendra Upadhyay Pricing Innovations Consultant(India-China Trade Relations) Retailing Rural Marketing Services Marketing Social Marketing Social Media Network Marketing Any Other Marketing Related Areas Conference Academic Partners College Of Business & Public Administration Xiamen University California State University China San Bernardino, USA Venue K.J. Somaiya Institute of Management Studies & Research, Vidyavihar (East), Mumbai – 400 077, India Website: http://simsr.somaiya.edu Email: simsrglobalmktg@simsr.somaiya.edu / simsrglobalmktg@gmail.com Phone: +91 22 6728 3000 / 3050 (Board) Fax: +91 22 2102 7219 THE MARKSMAN 18
  • 20. SquAreheaD19 JULY 2012
  • 21. BUZZ THE CROSSWORD THE CLUES ACROSS DOWN 1. "Bholu" the guard is the mascot of which 4. One theory suggests that the name of the organisation? company was derived from sandwiching of 2. This is a hill at Manmad, Maharashtra cream between two cookies. was the inspiration for this companys logo? 5. The founder of which famous iconic brand 3. The founder of which company was inspired by his sister while she was named it after his elder brothers son applying a mix of Vaseline and coal dust and it had marked the arrival of to her eyelashes? The pic shows the advertising agency given in the pics? earlier name of the company. 4. Which car, based on the Morris Oxford 6. Sharabha is a mythological creature having a model, is fondly called as "The King of body of a lion and the head of an elephant, was Indian Roads" and is owned by the chosen as the logo of which brand? company given in the pic? 8. Which company, owned by the group shown, is known for introducing the first 1/9. Which photo sharing platform, launched in anti-gravity watch, first pocket watch Oct 2010, has a distinctive feature of confining with two time zones and the T-Touch photos to a square shape? technology? 9.Instagram 8.Tissot 7.Ambassador6.MysoreSandal 5.Vimal 4.Oreo 3.Maybelline 2.ThumsUp 1.IndianRailwaysTHE MARKSMAN 20
  • 22. CALL FOR ARTICLES AUGUST 2012 Articles can be sent on any one of the following topics*: 1. Olympic effect: Sharp rise in Sports Apparel purchases 2. Intel Ultrabook - Does Intel exert excessive control on computer hardware companies? 3. Personalized services in Organised Indian Retail: sensible or irrational? *Please ensure that there is no plagiarism and all references are clearly mentioned 1. One article can have only one author. 2. Your article should be from 500-600 words and MUST be replete with relevant pictures that can be used to enhance your article. 3. Send in your articles in .doc/.docx format with font size 11 (Arial) to: interface.newsletter@gmail.com 4. Subject Line: Your Name_InstituteName_CourseYear. 5. Kindly name your file as: Your Name_Topic The best adjudged article will be given a winners certificate. Deadline for submission of the articles: 11:59 PM , 16 August 2012.21 JULY 2012
  • 23. To subscribe to "The Marksman", Follow the link:- http://interfacesimsr.weebly.com/the-marksman.html OR drop in a mail/contact us at : interface.newsletter@gmail.com Subject line: Subscribe: Your Name_Institute Name_Course Year THE TEAM COVER STORY SPECIAL STORY It’s all about AD-itude Upveen Tameri Yash Chamaria Hinal Shah SquAreheaD Brand MARK ive COVER & DESIGN Pallavi Srivastava Hinal Shah Tilottama Sanyal TWEETS BUZZ PROOF READING Sujit Mishra Sujit Mishra Niyati Chamyal SIMSR GLOBAL MARKETING PROMOTIONS Keith Mascarenhas Keith Mascarenhas Vibhav Shukla Follow us at: Website: http://www.facebook.com/simsr.interface http://interfacesimsr.weebly.comTHE MARKSMAN 22
  • 24. MARKSMANThe