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High on marketing...   August 2012, Vol. II, Issue 1
Here we go again!!It is the same time of the year again; new confident faces with eyes which areaspiring extraordinary dre...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 20124S of Facebook    Facebook       asa   Brand               By:...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Solve-The Problem                                     recommen...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012      A  Bullet   for myValentine                           O ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Thanks to my uncle, who introduced me to the          partnere...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012featuring Amitabh and Dharmendra on the               repositi...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Subliminal     Advertising in                 Ambient         ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Sometimes I imagine myself as a fish. A fish           flash h...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012BrandingThroughoutLife cycle    ofProduct             By: Ashi...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Marketing in its very etymology includes             As the pr...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Whydid            theDar     knight    Rise????               ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012He does not have any superpowers but his own        of 12 peop...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012successful marketing campaign of Christopher          darker a...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012    Branding     The Way To Enter     Rural MarketsR          ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012The rural market is heterogeneous, fragmented,         accepta...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Logosand the      Successof Divine Proportion   T           he...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012In an attempt to create global brands, companies   logo itself...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Taking the road         less travelled                        ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012A more fitting birthday present could not have       in itself...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012 Sticky Brand Loyalties: a Strategy B       isleri and        ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Well, they both were born in the same stable of      than the ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012    Look  who isScrewing      Us   M          arketing as a   ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Marketing as a function has changed a lot over       Nielson’s...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Piyo Glass Full Dhood     The    for           Indian benchmar...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Can you name the Bollywood singer who began             childr...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Car on leaseiAspire, are you?                 By: Anshika Sriv...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012In the era of “Use and Throw”, a luxury car on       22,000 bo...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012payment. The best part is, you need to pay lesser       an add...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012             Flash mob:             the             marketing ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 20121. Make use of social networking like Facebook,       bring lo...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Flash mob is a kind of guerrilla marketing,          way last ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012    Surrogate    Advertisements    and The          Liquor    ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Their significance in the corporate world cannot    advertisem...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Brandingan  NGO                 D         oes branding a      ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012This is precisely what we will try to understand      prospect...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, 3, Feb 2012                                  MIB, Delhi University|BRAND....
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012The quite recent craze among today’s youth is       link that ...
MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012the number of likes they get for their posts, fan    the foote...
MARCOM - The Marketing Cell of MIB,    Department of Commerce, Delhi School of Economics           University of Delhi, Ne...
Brand.i august 2012
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Brand.i august 2012

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The August Issue of monthly magazine of Marcom (Marketing Society) of Masters of International Business, Delhi School of Economics

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Brand.i august 2012

  1. 1. High on marketing... August 2012, Vol. II, Issue 1
  2. 2. Here we go again!!It is the same time of the year again; new confident faces with eyes which areaspiring extraordinary dreams are roaming around the campus. The new batchof future marketing professionals has arrived and so have we. Completing oneyear of successfully publishing Brand.i, we again begin the journey around sun Thehope this will bring more laurel and accomplishments to us and you all.The XXX London Olympics games are going on in London which is a big Teammarketing phenomenon in itself. When an event is participated by more thanover 10,000 from around 200 national Olympics committee its coverage isbound to be exceptional. The opening ceremony of the games was beingwatched by more than 4 billion people worldwide which is more than half of theentire planet. This kind of coverage for a brand cant be generated by any otherevent. The many event winner will be showered with not only awards andrewards but also get good enraging from endorsing brands but that will be afterthe event, for now we should talk about the Brand.i. Team Marcom Arjun Kant Chadda (Convener)In this edition we have covered a wide variety of marketing practices and Akshaya Shahphenomenon ranging from NGO branding to the Kolaveri Di fever, surrogate Himanshu Chauhanadvertising to Flash Mob and even more. Our authors this time comes from evenmore diverse background than ever. While Bhushan Mahajan from FMS, Delhi Sahil Lohrahas written about the flash-mob and its use as a marketing tool, Garvita Kumar Sanjay Raturifrom IIM Lucknow has discussed the benchmark Indian social campaigns,including my favourite piyo glass full doodh tv commercial. Authors fromJamia Millia Islamia, Symbiosis Pune and NITIE have contributed in this editionof Brand.I Editorial TeamThe cover story by Sanjay Raturi and Sahil Lohra of MIB, DSE does not tell you Arjun Kant Chaddaabout a marketing concept but about phenomenon in itself or better about the Akshaya Shahmadness named The Dark Knight Trilogy. This article explores various facets of Himanshu Chauhanthe trilogy from social media following to real life role playing from some fans. Sahil LohraFeedback, Op-eds, suggestions, complaints, and brickbats are welcome. Do write Sanjay Raturito us at marcom@mibdu.org, now I signoff with hope that you will found thisedition as interesting and unputdownable as the previous editions.CheersHimanshu Chauhan Concept & DesignEditorial Team Himanshu ChauhanBrand.iDisclaimerThis magazine does not reflect the views and opinions of MARCOM, MIB or DSE – they belong to thefabulous individuals who contribute to it. The images, logos, photographs and other materials areuse for non commercial purpose and are proprietary content of the owners.
  3. 3. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 20124S of Facebook Facebook asa Brand By: Nikhil Goyal BITS-Pilani I t all happens on the Facebook “wall” where 845 million active users make friends, share pictures and videos, and comment on posts. From friends and games to advertising, Facebook has emerged as a brand in social networking. Let us understand Facebook in a brands perspective with the help of 4S.
  4. 4. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Solve-The Problem recommend page, generate direct discussions, and monitor customer feedback and brandSocial networking sites (SNS) solve the problem reputation.of connecting to people we already know.Facebook in particular solved the problems like Scale-Upcorporate advertisement and gaming on social Facebook is getting bigger and bigger. Thenetworking. Users have a wide option of games biggest year for Facebook was 2010 when theand applications available on Facebook. The number of active users went up by sixty nineprimary problem that this SNS solved was percent to 248 million. In 2011,Privacy. It was users privilege Facebook generated revenue ofto allow others to tag him/her $3.71 billion. Over the yearsin a picture or share the Facebook became a globalpersonal information with story. Facebook was a ventureparticular set of people as which had a lot of potential forsettings were available for customization and growth.visibility of profile to be Facebook actively added newpublic, friends, friends of features which attracted morefriends and custom. In other users and hence became aSNS like Orkut, people were potential house forable to view others profiles, advertisement. The latestfriends, communities, and feature Timeline displays the profiles activitiesfriends regardless if they were friend or not. over a period of time. Facebook also attracts theFacebook solved this problem to a great extent. best talent around the globe and this is a oneSignificant- Differentiation reason for the constant innovation in Facebook. Now FB plans to go public in 2012 and it isSince its inception, Facebook was different from expected to raise $5 billion of funding.other SNS like LinkedIn (considered to be moreprofessional), MySpace (applications and Secure-The Market Sharegaming options were absent), Twitter (you will By the end of the year 2011, FB had a markethave more following depending on your share of 63.26% in social networking. Facebookpopularity), Orkut (failed to meet the integrity has focused on privacy and usability which itsand privacy expectations) and the new Google+ other predecessors failed to do. Facebook is(it failed to give a reason to the users to migrate simple to understand for every age groupfrom Facebook as most of the features were person. The Mini Feeds which show the activityalready in Facebook). For users, Facebook was an of other friends on the users wall like ABC isentirely different experience. The tagging now friends with XYZ is the fuelling feature ofsystem, the Like, applications and games (Mafia Facebook. Such features enable users to expandwars and Farmville are among most popular their network and being active. Such innovationgames) addicted the users to Facebook. For has helped Facebook to secure a double digitcorporate and brands, Facebook was different. growth and secure a stable environment toWhile the community pages in Orkut could generate revenues.foster negative feelings in users by commentsand forums as there was no control over them, Facebook is the new meaning of being Social,the Official Facebook Page became a one-stop of and it has added a new value to the world.the brands and products to publicize, Facebook innovated how we connect. 02
  5. 5. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012 A Bullet for myValentine O f course, not a bullet being shot through the barrel of a gun, but the “Bullet” whose thunderous sound makes me skip a heartbeat every time somebody zooms past me in this machine, which has always caught my fantasy ever since I set my eyes on them.By: Karabi KachriMIB, DSE
  6. 6. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Thanks to my uncle, who introduced me to the partnered with Madras Motors in india to form“Bullet” while I was quite young (I am yet to what was called “Enfield India”. As per theirlearn how to ride one, but someday I’ll and that agreement, Madras Motors owned majorityday is not that far away!). And ever since then, (over 50%) of shares in the company. The Enfieldthis has been to me what shiny black orwhite horses are for the knights orprinces or princesses.Let’s flashback to time, and see whatand why “Bullet” is a “Bullet” and notjust some product providing you amode of transportation.The Royal Enfield Bullet was originallya British overhead valve single cylinder4-stroke motorcycle made by RoyalEnfield in Redditch, West Midlands, butnow produced by Royal Enfield Motors,the successor to the British company, atChennai Tamil Nadu in India. Royal Bullet thus came to dominate the Indian highways and with each p a s s i n g ye a r, c au ght t he attention of the entire nation and its popularity kept rising. In 1990, Enfield India entered into a strategic alliance with Eicher Group and later, merged with it in 1994. It was during this merger that its name changed to Royal Enfield. In 1996, when the government decided to impose stringent norms for emission, Royal Enfield was the first motorcycle manufacturer to comply, a tradition which hasEnfield motorcycles were being sold in India stuck on thus making emission norms being oneever since 1949. The Bullet 350 was chosen as the of the most important factors the companymost suitable bike for the job of patrolling by the focuses on.police forces as well as for the armies by theIndian government. The Indian government Most of us who have grown up watching Hindiordered 800 of these 350cc motorcycles, which movies will definitely remember the hero on awas quite a huge order during those days. motorbike ... it had to be a Royal Enfield Bullet.Eventually, in 1955 the Redditch Company Notably starting from the 1975 movie Sholay, 04
  7. 7. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012featuring Amitabh and Dharmendra on the repositioned as a cool urban bike though a thirdBullet, now 36 long years down the line even if of Enfields are still sold in Punjab, Haryana andwe just look at 2011 movies, we can see the Delhi. “If our all-India market share is 0.5%, ourEnfield featured prominently. In fact over 5 Sardar market share is 10-15%,”says Lal. “Themovies have the hero or heroine using the really long-term master plan is to take RoyalEnfield! India still loves the Royal Enfield Bullet Enfield to a very different space. Our brand mustand it has a special appeal. be intricately woven in with long rides. When someone buys this bike it should be because heIndian movies featuring Enfields in 2011 are: thinks he can drive it to the Himalayas,” says Lal.Singham, Zindagi Na Milega, Dabangg, Tanu He also plans to look at areas such as after-Weds Manu, Turning 30, etc. market service, spare parts, customization,And just while driving around in the streets of accessories (though Enfield has tried the lastDelhi, you will find a lot of men zooming past before and failed), and exports to developingyou in their Bullets with that thunderous markets. “It’s counterintuitive but developedappeal… countries were buying us earlier because of theSiddhartha Lal’s (MD and CEO of Eicher Motors) vintage factor. Now that our products are muchmemorable ride at 18 on the Royal Enfield Bullet better in terms of reliability, we can sell tohas transcended his passion into a full-blown developing markets,” he says.obsession and is now manifesting itself in his What “Bullet” offers is an experience, and aefforts to infuse new life into Royal Enfield and strong emotional connect with its owner. It’s notits enigmatic flagship brand “Bullet”. As with all just, as I earlier mentioned- a product, butBullet die-hard bikers, for him, the Bullet something beyond the materialistic aspect… Itsymbolises the ultimate biking experience on has evolved as a brand; people associateIndian roads; everything else on two wheels and themselves with it such that they in fact haveeven four wheels for that matter, is insignificant. Royal Enfield Riders Club across the globe. It’s not just the passion of biking, but riding aThe business model is finally working after “Bullet” itself is a passion.more than a decade-long struggle. In the pastfew years the brand has been successfully 05
  8. 8. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Subliminal Advertising in Ambient and Media limitationsto creativity S By: Anubhav Rawat o would you not bat an eyelid MICA when Coke tries to sell you a bottle made in the shape of a curvaceous woman, or when the intimidating Jolly Roger of Walt Disney’s Pirates of the Caribbean reminds you of its flagship trademark Mickey
  9. 9. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Sometimes I imagine myself as a fish. A fish flash hundreds of images for you, are not alwaysswimming through the vast oceans of as lucid as they seem to be for the simple reasonseemingly endless aquatic environs. A fish that that they convey a lot more than what meets thesees through its diminutive globular eye the eye.expanse of a world submerged in water. It sees In a paper published in an online edition of thethe myriad hues of sprawling coral reefs and journal Proceedings of the National Academy ofdesolate outcrops as it scuttles through every Sciences, researchers report that people cannautical mile. And then I wonder if it could ever unconsciously process the meaning ofimagine a world outside of the ocean. subliminal words. In another report, PrincetonA human brain may not be as primitive as that of University’s Joel Cooper found that televisiona fish, but it is undoubtedly susceptible to viewers watching a program of “The Simpsons”manipulation through a massive influx of became thirstier when subliminal messagesambient media in contemporary times. Every related to thirst were embedded in the program.day we step out for work, there is always a huge And this may be just the tip of the iceberg. In thebillboard waiting to grab eyeballs. We get on a wake of widespread forays into ambient mediametro or a bus and we are surrounded by advertising, the saturation of ideation becomeshanging straps that tell us about a new mobile inevitable. According to a study conducted byphone service. Even on our weekend getaways to Derren Brown, A UK based mentalist andnearby shopping malls we sceptic; two copywriterssee a flurry of hoardings from one of London’swith spectacularly leading Ad agency wereb e au t i f u l f ac e s t h at made to design aimplore us to buy what campaign for a product. Itthey have to sell. With turned out that Derrenvarious corporate houses already had a designnow scaling up on their ready with him and whenOOH (Out Of Home) advertising budgets, it the two of the agency men came up with theirs, itbecomes crucial to understand the effects of was an 80 percent match. Derren goes on tosubliminal messages hidden within an explain that he studied the milieu extensively tootherwise forthright advertisement. come up with the design, and the copywriters came up with almost the same, although in theirOne that can be seen or felt gets registered and case the elements were registeredthe one that gets registered moulds our subconsciously. This underpins a criticalperception towards the world. So would you not argument about the vulnerability of some of thebat an eyelid when Coke tries to sell you a bottle most creative minds in the industry to pick upmade in the shape of a curvaceous woman, or cues from their surroundings so much so thatwhen the intimidating Jolly Roger of Walt ideas are never created; only recycled and thatDisney’s Pirates of the Caribbean reminds you of too in an increasingly predictable fashion.its flagship trademark Mickey Mouse? And thisdoesn’t apply solely to visual media. Adverts are Subsequently the discussion brings to the fore anout there to tap into all of your sensory faculties. arguable lack of ingenuity in ambient mediaSo don’t be alarmed when you come across advertising and poses a serious question mark ontheories of backmasking of songs to propagate free-flowing creativity. A way out: Don’t be a fishsubliminal messages. The digital banners, that in the ocean. But I’d rather hear a fish say that. 07
  10. 10. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012BrandingThroughoutLife cycle ofProduct By: Ashish Agarwal FMS, Delhi B ecause the purpose of business is to create and keep a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. - Peter Drucker
  11. 11. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Marketing in its very etymology includes As the product changes from being introduced‘market’ and that is what any product or service to being accepted by the customers, the role oflaunched desires to serve. The aim of a business Marketing in growth of product changes fromto earn profit is met through its customers and establishing the Brand to creating brand Loyaltyherein comes the role of Marketing. Marketing is and increasing the customer base. It is morenecessary to realize what products or services about making the consumer realize themay be of interest to customers, and the strategy company’s unique product proposition thatto use in sales, communications and business demarks it from the competition around. Thedevelopment . growing market share in Telecom is the youth and realizing the same Airtel has recentlyAn idea is just a potential business. Now to launched its ‘Har ek friend zaroori hota hai”realize the possibility of the conversion from campaign. The campaign catches the youth’sidea to business is where the point of marketing sentiments and positions the brand in the moststarts. Marketing since Inception of the idea of vibrant and happening target segment.the product or service to be offered is when thecuriosity is created in the minds of the customer. In today’s fierce market competition, relativelyMarketing during initial phases helps to nurture similar product quality, and excessive marketingproducts, position them strategically, assess the by all companies, the quality of service providedcompetition, and work toward products’ after-sales of the product becomes a majordevelopment. A very generic idea of marketing differentiator for any customer. Poor after-salesan idea was displayed by Mark Zuckerberg when has more annoying effect on a customer thanhe used the faces of students of Harvard minor faults in the product quality, as it directlyUniversity to spread his idea of comparing reflects on the customer friendliness of the firm.photos online. Moreover, recent Economic downturn has made everyone realize the importance of after salesSuccessful Launching a product is as important service marketing (eg. Chevrolet Motors) whenas developing it. Devising a Marketing strategy customer buying sentiments were all time low.aligned with the Customer and partner needsprovides the product much needed recognition There has never been any doubt about theand acceptance from its target audience. Various importance of marketing but realizing itsaspects of Marketing in launch broadly involve potential from inception to conclusion has led to(a)Market Analysis, (b) Competitor Offering, the creation of successful global brands in Ford,(c)Targeting Customers, (d) Unique Value Apple or Indian Brands; Tata, Airtel. FromProposition, and (e) Pilot Customers among Inception of the idea of Product or service to itsothers. Apart from creating awareness about the conclusion which covers the whole life cycleproduct it also dictates important budgeting and Marketing has definitive and significant role. Atlong-term planning decisions. A successful last it becomes imperative to mention thatmarketing campaign drives hundreds of first Quality of product or service is quintessentialtime consumers who in turn spread word of and Marketing can only enhance and accentuatemouth driving other thousands. Today it is the USP of the product making them morecommon to see Bollywood movie makers desirable.exploring new avenues to market their product(the movie, its music, its ringtones) during therelease of the movie. 09
  12. 12. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Whydid theDar knight Rise???? A superhero with no superpowers is like a warrior without a sword. Or is it? Think again. Batman, the titular superhero, defies all such preconceived notions of proprietary for one.By: Sanjay Raturi & Sahil LohraMIB, DSE
  13. 13. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012He does not have any superpowers but his own of 12 people and seriously injuring severalscientific knowledge, detective skills, athletic others. Yet another, albeit a little less horrendousprowess and sophisticated weaponry more than case, involved the movie websitemake up for it. There have been innumerable www.rottentomatoes.com, wherein fans ventedmerchandise and multiple movies related to the their anger on some of the critics who gaveBatman franchise, but what really stands out is negative reviews to the recent movie in thethe Batman Trilogy. Thematically darker than franchise(The Dark Knight rises) Some eventhe other Batman movies, the Batman Trilogy, went as far as to send death threats to the critics.conceived by Christopher Nolan, has curiously The interesting thing is, the critics providedbeen a successful movie franchise. Objectively their reviews after watching a special screeningassessing, it has an intelligent and coherent of the movie whilst it wasnt even released for thestoryline with a strong emphasis on populace. Still, the fans lambasted and hurled character building. The Trilogy expletives at them on the website even consists of the movies :" b e f o r e watching theBatma movie and forming an opini n Begi onns(2005), themselT he D a rk ves.Kni Thisght( c l e a r l y2008) and The Dark indi c a t e s aK n i g h t s t r o n g allegianRises(2012)", all o f ce towardswhich have a cardinal ele t h e franchiment of the win of good over evil. Batma s e . And in its entirn, however, has often been a butt o f e t y , it is quite evident that the Batmseveral jokes on the internet. A number a nTrilogy has indeed left a successfulof videos are available online which parody imprint in the entertainment arena, the worldthe Batman series and have attained the "viral" over.status. Some of those compare Superman withBatman and display the latter comically as an Now, this is an understatement to say thatinferior superhero by sheer comparison. These Batman series is blockbuster trilogy. It would bejokes, parodies and spoofs have significantly justified to say that dark knight has turned out tobeen instrumental in fuelling the hype that be more than a movie, it has become asurrounds the Batman Trilogy. Evidently, there phenomenon. Some of us might argue that ifhas been a patent fanaticism for Batman and this this is a phenomenon than so was all the othertranscends geographical boundaries. One of the superhero movies that came before it, howeverrecent cases in question was that of the Colorado how many movies caused a massacre likeShootings, when a masked gunman, apparently Colorado on its opening day. Indeed the darkinspired by The Joker(one of the villains in the knight rose beyond all the expectations.Batman series), entered a movie theatre and Colorado incident gives rise to a new debate, waswent on a shooting spree, resulting in the death this incident by any chance caused due to a very 11
  14. 14. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012successful marketing campaign of Christopher darker antagonist. First it was The Scarecrow &Nolans team. Its one thing to see images of Ras al Ghul then Joker and now finally Baneviolence and brutality in our movies; its another People relate more to joker than to Batman. Allthing to be subjected to them through a massive over the Internet, facebook, twitter, myspace etconslaught of ubiquitous movie advertising. told you how expensive it was to be batman. IThats what troubles me the most about the mean, just to look like batman you needed to spend $6 million and almost same amount for his flashy toys. The movie was marketed in a way that it showed dominance of Jokers character. Grim posters were designed; Joker was marketed all over social media as the biggest villain of the decade. We see the same pattern being repeated with Dark Night Rises. Also the role of modernColorado killings: the possibility that the day meme cannot be ignored in the socialaccused killers violent fantasies had somehow marketing of any product. Trolling has seriousbeen inflamed not by the movie but by the impact on a products perception in the market.unsettling advertising images surrounding it. You open any such site and you find multitude ofWithout getting into right or wrong, lets focus meme showing you bad boy image of Bane. Thison what did we learn from this experience. It tactic was never in place at the time of Avengers,made one thing very clear dark side appeals to they never emphasised on the dark side of Lokitodays generation. Historically, all batman in the advertisements.movies have done well on the big screen, ever If you see the promos of the Dark Knight Risessince the first Batman movie in 1966, hence the carefully you would notice that appearance ofexpectations of Batman fans were always high. Batman in the official trailer is intentionally Amidst these expectations Nolans team did kept scarce. In a 1min 39sec long trailer batmanwhat a good showman is supposed to do, they appears for about 10 seconds that too mostlygave the viewers what they wanted. More than a using his fancy bat mobile or other toys.great hero, people needed a greater villain. As All of the above leads us to one conclusion hererightly said “every hero needs a villain”. Ever dark side is in demand, gone are the days whensince the beginning of the Batman trilogy in good guys were in demand; it is the time of Dark2005, every time they came up with an even Knights. 12
  15. 15. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012 Branding The Way To Enter Rural MarketsR ural India consists of about 6 lakh villages with around70% of countrys population.It constitutes a marketwhere life has evolvedthrough deep rootedcommunity values, socialrituals, joint families andage old customs and By: Aditya Mittaltraditions. SIBM Pune
  16. 16. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012The rural market is heterogeneous, fragmented, acceptance and reach. Rural gatherings likecomplex and remains largely untapped. Due to festivals, cinema halls and so on can be used asthis increased exposure of brands and products, venues to promote brands. Direct Marketing andthe rural youth have evolved as influencers in events( like road shows, film shows and streetthe purchase decisions of households .The rural theatre) can also be used to promote brands. Theconsumer is shifting to toothpaste and toilet success of any DM campaign depends on thesoaps, to motorbikes and consumer durables and field workers and their sensitivity and emotionalthis transition is fueled by factors like awareness, connectivity to rural markets.affordability, availability and acceptability. Rural Events:The five major factors in creating brand In the rural context, one of the best ways toawareness among rural consumers are capture the attention of the audience is throughcommunication through mass media, publicity Event-management. Some of the interestingthrough word-of-mouth & opinion leaders, events that can be conducted are Road Shows,experiential education, price sensitivity & value Melas, Street-Theatre, Film Shows and so on.for money proposition and distribution reach & These make a visually strong impact and buildovercoming language barriers. Today long term brand recall. Rural public are thedistribution and reach are the most important target audience and hence the portfolio of eventyardstick in creating brands for rural markets. management has to be handled professionallyEven expensive brands are doing well because of with diligent care and broad perspective.deep distribution. Database Creation & Management InformationBranding strategy SystemsRural Branding Branding in the rural context can be highlyThe rural market is a fast growing one and has a effective and there is a need to create a databasehuge population with a great level of disposable which will contain details of target segments atincome. To encash this, products have to be the village level .This data is essential forspecifically developed to meet the needs of rural reaching the target accurately and helps ourmarkets. Rural branding is different from urban marketing plan and communication strategies.branding. The first step towards rural branding Management Information System along withis to research and gain insights about the rural Database management paves ways for amarkets. Based on the research, different congenial rural marketing through thecommunication campaigns have to be information and data available for effectivedeveloped with a lot of rural sensitivity. A strong interpretations and use.insight into rural consumer behavior and The biggest hurdle is low penetration rates.sensitivity to their values and beliefs are Distribution is the key to generate sales. Brandessential. Rural market research includes not builders acknowledge that income levels arejust gathering data but analyzing them and going up, infrastructure is slowly improving andlinking the findings to promoting products. lifestyles are changing, but the pace of thisCommunication campaigns change is slow. Hence, long term gains becomeThe entire communication strategy has to more prominent but the golden rule to sell indevise a system based on research findings. villages remains the same: products must beThese have to be developed in the regional priced low, profit margins must be kept to thelanguages and set in the local culture for easier minimum and the marketing message must be kept simple. 14
  17. 17. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Logosand the Successof Divine Proportion T he creation of differentiated, successful and sustainable international brands has gone beyond the promotion of tangible, functional and salient benefits into the mystical realms of emotion, perception and image. By: Mohit Talwar NITIE
  18. 18. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012In an attempt to create global brands, companies logo itself, divided into: a perception of thenow strive to evoke emotions in customers, and graphical parts and perceptions of thethen link these to the brand in ways that can be referential parts.sustained across international borders. Extrinsic properties are properties originatingSymbols, more specifically logos, are a more from the associations with the company behindefficient management tool to orchestrate the the logo. These associations, in return, are partlydesired features that the organization wants to defined by the behavior of an organization in theexpress towards its stakeholders. Selecting a past, and by the intensity of the communicationlogo is an arduous in which they expresstask for companies their values toand includes the external and internald i f f i c u l t i e s audiences.distinguishing which Few people know thatlogo would be visually compellingremembered the logos created followsbest, be most liked, or Aesthetic theory andcreate the strongest t i d - b i t s o fsense of familiarity mathematics, calledon initial exposure. In Golden Ratio or Theaddition, it is possible divine proportionthat desired (a/b = 1.1618!!). Petalresponses are not arrangements in aachieved because the red rose, da Vincisselected logo has a “The Last Supper”,design that is difficult The Monalisa and theto store or access in Greek Parthenon allm e m o r y, i s n o t have in common thelikeable, or fails to same geometricalevoke any sense of proportion. Indeed,meaning. Logos are the same proportionsuccessful only if two is found in manypreconditions are globally successfulfulfilled. First, brands logos like Toyota, Pepsi, Apple, NGC, BP,stakeholders must remember seeing the logo Disney and many more.(correct recognition). Second, logos mustremind stakeholders of the brand or company Some believe it is a universal constant of design,name (recall). Logos can fulfill them in two the signature of God. Whatever you believe, theways, either by intrinsic or by extrinsic pervasive appearance of divine proportion in allproperties. the logos we see and the sense of balance, harmony and beauty in all those brands we see isIntrinsic properties of a logo are properties amazing. Isnt it?resulting directly from a confrontation with the 16
  19. 19. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Taking the road less travelled W ay back in 1970s when the Indian "brandscape" was relatively young and unexplored, a company was striving to liberate itself from its Western York and adopt a truer Indian character.By: Zainab Sayeed,AJK Mass Communication Research CentreJamia Millia Islamia
  20. 20. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012A more fitting birthday present could not have in itself. As far as advertising was concerned, thebeen than the one ITC gave itself on its 16th company recognised the fact that advertisingbirthday (August 24, 1926). Purchasing a plot of plays a crucial part in the marketing approachland which is now famously renowned as by persuading customers to buy products.Virginia House was the companys first step Hence, reducing the emphasis on having to sell.towards Indianization- shedding the title of Two years later when their biscuits wereImperial Tobacco Company and adopting India launched, the company used the very sameTobacco Company. colours of Red and Yellow as were the trademarks of Wills Cigarettes.In the present era, when branding has come along way from distinguishing cattle ownership, In an age when corporations were viewed asITC has held itself in good stead. What makes money minters who were only concerned withthe brands story unique is the subtle and bottom line figures, ITC chose to debunk alldelicate manner in which the transition from a those mental frameworks by devising Epredominantly tobacco product manufacturer Choupals so as to spread the benefits ofto a socially responsible corporate was made. technology in rural India as well. The idea was exemplar and radical, so much so that it wasAsk your parents to later chosen asv o i c e t he f i r s t a case study atthought that H a r v a r dcomes to their B u s i n e s smind on hearing School as well.ITC and the least It paved thecommon response way for moresurprisingly will w e l f a r eturn out to be schemes latercigarettes. This is b y t h edespite the fact that governmentWills is integrally also and henceassociated with can be creditedITC. However, the company has very as the first impetus provider that workedstrategically ensured several recalls to the term, towards creation of a sustainable society as wellWills other than the socially ostracized as environment.cigarettes. For even till this date 50% of itsrevenue share is from tobacco and its products. This investment towards the creation of whatSo how did ITC manage its brand repositioning? ITC fittingly terms as “responsible luxury” has been possible only through its far sightedIn 2001 when the Government of India banned planning. Venturing into hitherto neglectedadvertisement of cigarettes and several anti sectors and creating a niche for itself throughtobacco groups were into heavy campaigning, both backward integration and synergizing itsITC, like a wise man, decided to go with the wind. varied businesses, the ITC growth story isIt dropped the dots from its name to the extent definitely inspiring as it set new rules in thethat ITC ceased to be an acronym for Indian brand game.Tobacco Company and became a brand identity 18
  21. 21. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012 Sticky Brand Loyalties: a Strategy B isleri and Thumbs Up. What is common between these two brands apart from the fact that both of them have grown into generic names for their respective product categories?By: Rishi SonthaliaSymbiosis Institute of Business Management, Bangalore
  22. 22. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Well, they both were born in the same stable of than the company itself. In such a situation inParle! Along with these two, Parle has long been order to prevent the acquiring company to takean incubator for several of Indias iconic brandslike Parle G, Frooti, Monaco, Mango Bite,Krackjack and I can go on and on. But how comenot many know about the parenthood of theseproducts? Its simple. Until a few years ago theydid not add their own name to the productbrands and let it flourish as single entities(except for Parle G biscuits of course). This iswhy the loyalty of the customer lies with theproduct brand and not with Parle.This brings us to the modern day scenario wherebranding is multi level and multi faceted. It canbe at a Corporate Level, Product level or JointBranding. This is how companies like Tatas advantage of the target companies decades ofmaintain loyalty with their organization and the branding exercise. Companies like the Tataparent brand is more endearing than the group entities have set up a “Poison Pill” as well.product itself. The Tata brand name is much In case an entity of Tata is acquired by way oflarger than just Tata Steel or a Tata Motors or hostile takeover by any competitor the entity canTCS. Tata Sons which is the owner of the brand no longer use the Tata brand name in the newhas infact signed an agreement with all its entity. Although this will save on the royaltysubsidiaries regarding a royalty payment system costs but will lead to a transfer of only theand a code of conduct based on it. The physical assets with the character of the brand.agreement entitled Brand Equity and Brand But this strategy has its downside as well. How do you account for this promotion of Tata name above the business unit name? Why should, say, Tata Motors pay for branding the Tata brand all by itself and then pay royalty for the same as well. To truly understand this dilemma one must see Tata Steel or a Tata Motors as an entity separate from its parenthood whose objective is to maximize profits and “value” for its stakeholders. To resolve this issue manyPromotion (BEBP) involves payment of royalty companies have come up with a solution.ranging from 0.1% to 0.5% of the turnover based Apportionment of costs between the parenton the brand leverage in the organization. brand entity (in this case Tata name) and theSo back to the main topic again. In case of the Product brand (say, Tata Motors). This solutionTatas, it is not possible that the companies or seems plausible as they also receive revenue inbrands of the same can ever become bigger than the form of royalty for it.the parent company itself as it happened with So your child and customers remain yoursThumbs Up or a Bisleri. This makes it easier for a forever!!competing company to acquire the brand rather 20
  23. 23. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012 Look who isScrewing Us M arketing as a function has changed a lot over the years. And unlike finance function, marketing is not based on cold logic, which makes the “change” very tough to measure. Below is an illustration for what we can say – Marketing: Coming of age.By: Reema Verma
  24. 24. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Marketing as a function has changed a lot over Nielson’s research, modern trade is picking up,the years. And unlike finance function, and consumer spending on FMCG items atmarketing is not based on cold logic, which modern retail stores is set to triple to nearlymakes the “change” very tough to measure. US$5 billion by 2015 from US$1.8 billion today.Below is an illustration for what we can say – And imagine the extremities of options availableMarketing: Coming of age. – shop in malls or local nearest store, or choice to buy a watch, mobile or car - every product has a range- a low price to high price. Rewinding back to post 1991, we see that this was not the case. There were very few players - Bajaj for 2-wheelers, Fiat and Ambassador for cars, Crown and Sharp for TV, Godrej, Kelvinator for refrigerators. People had to book a car two years prior, there was a lottery system and waiting for getting a product. After 1991, power of consumers started growing. And now is the age when companies have toHere, “color” is used as a symbolic entity; withdraw and replace their products even if aThough we would all agree that it is the true minor fault is noticed. Sometimes clichés do thestory of color too!Future of Marketing:Marketing boasts itself to be metamorphosedfrom being blatantly selfish to subtly selfish.Though all the marketers would hate the latter,but it is one of the main ingredients requisite torun a business successfully. A company’smarketing function is absolutely right in beingself-interested, self-seeking.“The real best companies in the world and bestmarketers imagine the unrecognized needs oftheir customers,” declared author Chip Conley , best justice – Today customer is in fact the kingauthor of “The Peak” and a highly sought after in India.speaker. And yes this is indeed the future. Incontinuation of our simplified example, it So does that mean companies or their marketersessentially means that based on rich customer are at the mercy of consumers? To a little extentexperience data and proactive triggers to my yes, but they are smart too and gather browniefuture event they would know what colored points for creating a need for products that theshoes I need in that particular event. This is an “Kings” are not even aware of before. And beforeoversimplification, but we get the point there. you realize, you are already addicted to café latte and we continue to fill our lives with more andStatus Quo in India: more things we can live without.India is now a buyers’ market. According to 22
  25. 25. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Piyo Glass Full Dhood The for Indian benchmark Social Campaigns M ost of us would instantly recollect the famous dhood dhood campaign which stormed the Television in 1998. It was an instant hit among the masses. It showcased people of all ages, of different lifestyle and the fact that milk is an essential part of their life. By: Garvita Kumar IIM Lucknow
  26. 26. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Can you name the Bollywood singer who began children shown shouting ‘give me more‘. Thehis career with singing a jingle for a milk recommendation of a magician & a cricketAdvertisement? (Hint: The Doodh hai player made it attractive for kids.wonderful advertisement) The Advertisement showed a man in officeYes, it is indeed Kunal Ganjawala. Most of us singing about his favourite drink. Also, twowould instantly recollect the famous dhood elderly couple dancing their way to 99 years ofdhood campaign which stormed the Television age!! How can it be possible? Apparently, milkin 1998. It was an instant hit among the masses. can make it possible. Thus, it was conveyed thatIt showcased people of all ages, of different milk is not just for children but also for adults.lifestyle and the fact that milk is an essential part But one important aspect was missing in theof their life. Explaining in jingle the varied uses campaign, which nowadays women‘s horlicks isand health benefits of milk, the campaign set a using. Horlicks advertisements consist of soulfulhigh benchmark for the Advertisement Industry jingle with strong lyrics about the life of women.in India. The advertisement depicts the varied roles andThe campaign was launched as part of responsibilities of women thus recommendingOperation Flood or White revolution of India, milk with Horlicks for their health. This elementwhich was started by National Dairy was missing in the NDDB campaign. They couldD eve lo p me nt B o a r d ( N D D B ) f o r t he have shown women drinking milk to gaindevelopment of dairy Industry in India. energy for their routine household choirs orFollowing the increase of outlets for milk and work in office.milk based products, the campaign aimed at Traditionally, milk was consumed only inincreasing the consumption of milk amongst winters (hot badam or haldi). But this campaignIndian population. The consumption of milk in delivered the message that it can be consumed1995 was 198 gm/day which was too low as in any season. The advertisement also specifiescompared to internationally set standard of 250 the quantity of milk one should consume.gm/day. Therefore a survey was conducted in Also this campaign tried to spread awareness1995 by NDDB among 1,00,000 households. It amongst consumers to check for purity byshowed that there was low direct consumption of checking the symbol of Mother Dairy on themilk because of the rising popularity of soft product. So the quality is assured & subsequentlydrinks among teenagers and the conception so is a healthy life.amongst adults that milk was essential forgrowing children but not for them. China, traditionally non milk drinking society, is eyeing India to export its dairy products. ButThe campaign was aimed at repositioning the India banned the products following the qualitymilk among the three primary target segments- threats. Maybe China should, instead of trying tocomprising children, teenagers and adults. For export dairy products to India, launch suchteenagers, milk was repositioned as an exciting, campaigns in their own country to increase theirrefreshing & energizing drink from the old, sales in the home country.conservative & traditional drink. Be it two coupleromancing over milk, a beautiful girl licking her To conclude, the influence of this campaign overlips after the tasty drink or the muscle hunk our minds has been immense, fromvouching for it, all targeted the youth of the repositioning it as a cool drink to influencingtime. For children, the campaign showcased adults to drink and lastly to drink milk in allmilk as tasty and healthy; with a bunch of seasons. 24
  27. 27. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Car on leaseiAspire, are you? By: Anshika Srivastava Y our neighbor, the one with two small kids and a Benz; how does he do it? Is he just rolling in extra money to buy a 30 Lakh car? Chances are, he isnt. This is because many luxury cars makers are providing cars on lease.
  28. 28. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012In the era of “Use and Throw”, a luxury car on 22,000 bought luxury cars in 20111. It indicateslease may prove to be a good move. If you that there is a huge scope to target theappreciate good things, enjoy a luxurious life or population that aspires to have an expensive car.change cell phones every 6 months-its likely An operational movethat you shall be driving the latest model of For securing a car loan, you would probably endMercedes after reading this. To make car up with lots of meetings with the bank, loanownership economical and hassle free, officers and endure a plethora ofMercedes-Benz introduced car on lease in India documentation. But for a car lease, you onlyin Oct, 2011. The concept has already gained need to contact the car dealer and understandpopularity in US and Europe and now it is in the contract. It is more or less like testing a car.India. In my opinion, car on lease is a profitable After the end of the lease, if you like it, take itstep for any car manufacturer because it covers home. If not, just drive it back to the dealerall aspects of business, as shown in the figure without worrying about finding new potentialbelow: buyers. More so, it will make your life easier.A strategic move A financial moveIndia - home to 150,000 millionaires- is a place If you are in love with a luxury car that is toowhere young businessmen and executives are costly for your financial status, a car lease planincreasingly stepping in. Out of these, only can provide that car to you without any down 26
  29. 29. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012payment. The best part is, you need to pay lesser an additional channel for marketing their newmonthly fee in comparison to a car loan; you can models and can connect with the potentialeven pay lower rates if you want to take the luxury car customers. In fact, this will enable carcontract for a longer time. makers to introduce comparatively newer cars into the used-car market. It will easily attractA car is depreciated at a high rate, approximately individuals (high net worth) because they can15 – 20% WDV2, i.e. after 3 years it would cost 30 proudly own the vehicle without having to– 50% of the original cost. So in a lease plan, if withdraw the last dime from their bank account.you really love the car, you can still own it bygiving the rest of the cost, which is quite less. A move for aspirationThe table below shall provide a rough idea of In India, aspiration levels are very high andthe prices: people are willing to spend that extra penny. This plan is a perfect match for this aspiration.*Source: LeasePlan India; lease tenure: 4 years; The value given by car leasing contract cannotinterest rate (fluctuating from 17% upwards at be measured in monetary terms only. It in fact Segment Ex Showroom Price Lease Rental/ Month* Monthly EMI (RoI: 14%) Segment A Rs. 3.5 Lakh Rs. 9,600 Rs. 9,453 Segment B Rs. 5.1 Lakh Rs. 13,760 Rs.13,775 Segment C+ Rs. 9.4 Lakh Rs. 24,500 Rs. 25,390the moment); includes repair and maintenance; feeds ones ego by being someone who drives theincludes taxes; discounts from the dealers; latest car model.value-added services. Yes, there are some disadvantages too, such as1 Shally Seth Mohile (2012, January 16). expensive auto insurance and mileage penalties.Mercedes, BMW target wealthy individuals with But if you like driving a new vehicle every fewlease model. livemint.com, page 6. years and not paying for costly repairs, you may enjoy the advantages of leasing a car, and you2 The written down value (abbreviated as WDV) can. There are a few potential pitfalls for caris the depreciated value of an asset (movable or makers as well. They need to have a thoroughimmovable) for purposes of taxation. methodology to calculate the residual risk. IfA marketing move such values go wrong, it can cost the company aWith this concept in place, companies can secure lot of money. 27
  30. 30. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012 Flash mob: the marketing tool I magine you are heading to work or just shopping in a mall when suddenly, about 200 people serenade you whilst singing and dancing. When the song ends, the mob disperses as quickly as it appeared! All over the world, people have been left inspired, surprised and amused by the wonderful haphazardness of flash mobs.By: Bhushan MahajanFMS, Delhi
  31. 31. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 20121. Make use of social networking like Facebook, bring loads of traffic, but if you don’t have theOrkut and Twitter to its potential. Set up a product to keep people’s interest, all your hardFacebook event, organise “tweetups” and use work could be wasted.mobile apps to assist on the day whilst the event 4. Select a bustling and a lively, central location –takes place. give people no choice but to notice you. A flash mob won’t be a success if there is nobody to see it. 5. Select an appropriate performance and a routine and make sure it stays true to your brand or cause. If the firm is a start-up, a “Freeze flash mob” could be an exciting and thought- provoking way to get people talking about your brand. Flash mobs appeal to a wider audience- both on and offline. The contemporary stunts are distributed on traditional and digital media,2. Be proactive and upbeat. Take pictures and reaching out a wider audience and helping toupload the show and performance onto create stronger brand awareness whilstYouTube or Daily Motion. The more the pictures impelling traffic to websites and products. Thisand videos are circulated, the more you increase tool is gaining momentum in India but uponbrand awareness. becoming a hit marketing tool, flash mob may perhaps lose its sheen later due to frequent use.3. A good quality product behind the flash mobis essential. A creative and an original stunt will 29
  32. 32. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Flash mob is a kind of guerrilla marketing, way last November when a 23-year-old personwhich is basically an unconventional system of led a 200-people mob to dance to the popularpromotion that relies on time, energy and tunes of Rang de Basanti (RDB) at CST railwayimagination rather than a big marketing station in Mumbai. The entire crowd was caughtbudget. by surprise as they never witnessed such an extraordinary dancing mob in one of the mostNevertheless, flash mobs are not just quick crowded stations in Mumbai.stunts. Since the first mob in 2003, the trend hasbecome worldwide, transforming from a • Don 2random way to bring people together to an The one planned at Ambience mall in Gurgaonastute marketing tool. In reality, more for the promotion of Shahrukh Khan starrer Don 2 started off with a small cluster of boys indulging in a fake fight and asking each other :"Where is Don?". And then, the boys, along with other group members, started dancing over the song “Zara dil ko thaam lo” from the film. The budget was very low for this kind of promotion and the mob got a phenomenal response from the crowd. • Nokia Lumia In December, Nokia India held five simultaneous flash mobs across Mumbai, Delhi,businesses( including Ray-Ban, Fox and Wells Hyderabad, Bangalore and Kolkata to mark theFargo) have drawn insights from these launch of the Lumia 800 in India. Right in theperformances as part of strong, interactive centre of popular malls in all these cities was themarketing, advertising and PR campaigns.Success stories from the flash mob marketingarena:• T-MobileIn 2009, T-Mobile produced a series of threeflash mob ads which is now among the mostsuccessful viral campaigns in recent history. Thefirst of the three Ads showed some dancersbreaking into a routine on a busy Londonstation. Voted “TV Commercial of the Year” atthe 2010 British TV Advertising Awards, it is now Nokia Arc kiosks, and tons of Lumia 800the most watched flash mob video ever, with branding where the customers were introducedover 30 million views on YouTube. to the new product.Coming to Indian front: Following are five advisable points for a• In India, the flash mob tool kicked off in a big successful occurrence of a flash mob: 30
  33. 33. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012 Surrogate Advertisements and The Liquor IndustryA dvertisements have a strong influence in ourlife. We like thembecause they provideinformation and createawareness about themarket. By: Sourabh Sahu IIM-Indore
  34. 34. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Their significance in the corporate world cannot advertisements. Later it was found that the basicbe underestimated. But many times, some aim of these surrogate advertisements was toadvertisements are accused of misleading promote their liquor brands like beer, wine,people. Some such instances made the vodka etc. This brand extension is an act ofGovernment impose a ban on advertisements of bypassing the advertisement ban.alcoholic beverages in the media in the year What Do The Corporations Have To Say?2002. The industry segment has its own standpoint inWhat Is Surrogate Marketing All About? defense. The liquor lobby claims that everythingAs a reaction, the liquor majors have introduced is in accordance to the Government regulations.various other products with the same brand "If a brand has equity, why shouldnt it be allowedname for the purpose of reminding their old to advertise? Also, brand extension is an industrycustomers. Heavy advertising is practice adopted by differentdone so that the customers do product categories," commentsnot forget their liquor brands, Alok Gupta of UB group. "Whenfor which advertisements are we advertise our products, webanned. The advertisements for follow all the guidelines,"such new products are placed declares president, sales &under the category of marketing, RadicoKhaitan."Surrogate Advertisements". They clarify that they haveWith the only objective of stopped showing liquorcompensating for the losses advertisements and they arearising out of the ban on free to use the brand name foradvertisements of liquor, this any other products. Even thenew avatar of advertising has C o n f e d e rat i o n o f I nd i a nbecome a loophole thats Alcoholic Beverageschallenging the Governments Companies (CIABC)action. However, the companies can claim that advertising code maintains that advertisementthe order is being implemented and of products (real brand extensions) by the liquoradvertisements of liquor are banned, but the industry must be allowed.objective of the Government behind imposing The Final Verdict?the ban is not fulfilled. After the directive from the ministry ofBacking By The Alcohol Industry information and broadcasting, the surrogateThe liquor industry is a prominent player in this advertisements are seldom shown on television.game. Few surrogate advertisements shown in Now the companies will have to reframe theirprint, electronic and outdoor media are - policies. But who will take care of print andBagpiper soda and cassettes & CDs, Haywards outdoor media is not certain. Also, according tosoda, Derby special soda, Kingfisher mineral ASCI (Advertising Standards Council of India),water, Imperial Blue cassettes & CDs etc. These surrogate advertisements are harmful. Now itproducts bear exactly the same brand name and will be up to the ASCI to take up the matter withlogo, which we saw earlier in liquor the respective companies. 32
  35. 35. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012Brandingan NGO D oes branding a particular identity commercialize it or add a selfish motive to the particular product or entity? Suneet Choudhury IIFT, Delhi
  36. 36. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012This is precisely what we will try to understand prospective donors and volunteers. In order toby studying the impact and the need of branding ensure that there is greater participation fromin an organization, such as an NGO, which has a volunteers and the donors alike we can use thedifferent motive altogether from any business following approaches:unit or operation. Character-driven story: Pick up one personWe will divide the following article into three whose story identifies with the story of yourparts 1. Branding— Unique Emotional organization. It can be a staff member, a client, aProposition 2. The need for story telling in an volunteer if you’re an NGO, or a beneficiary ofNGO 3. Establishing a two way communication your activities. Tell the story of that character aschannel process for an NGO lively and humanly as you can. It will carry your message across and it will add an aura of1 .Branding—Unique Emotional Proposition humanity to what you do.What sets one NGO apart from the other when Action-driven story: Can you build your story on the dynamics of a plot and conflict with a common enemy? Journalists love conflict because it gives life to the story. Who are you fighting and why? Atmosphere-driven story: Your activities take place in a location / moment of utter magic. Describe this magic and make people want to be a part of it – and of your organization and your story. Emotion-driven story: People engage because they find themselves in your story.they are all involved in philanthropic activities?In an ideal scenario all the NGO‘s would have 3. Establishing a Two way communicationbeen able to attract participants from the society process for an NGO—to take part in working for various causes which The figure below describes explicates the needaffect and impact our world. However such a for two way communication process for NGOscase doesnt exist and it becomes essential for theNGO to make an emotional pitch to the targetaudience just like in the case of any product orservice. Most NGOs believe that fund raising isthe biggest problem which is impending them.However with NGOs we must remember onerule: “Money is not an obstacle nor is it a goal”.2. The need for story telling in an NGO—The need for a proper story to be developed byan NGO is to capture the attention of all its 34
  37. 37. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, 3, Feb 2012 MIB, Delhi University|BRAND.i, Vol. I, Issue August 2012Viral Marketing - The Kolaveri Fever!!! K o l av e r i d i ? ’ - W i t h o ve r 1 crore views within a few days of its online release on Youtube® and the fact that it is the most downloaded song over Ko l av e r i c r a z e w a s phenomenal. By: Nitin Gaur 06 Brand Trivia SIBM, PUNE
  38. 38. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012The quite recent craze among today’s youth is link that read something like this: “WANT Athe song – ‘Why this Kolaveri di?’- A song with FREE E-MAIL ACCOUNT? SIGN UP FORsilly lyrics and a peppy tune. Over 1 crore views HOTMAIL TODAY!” And yes, believe it or not,within a few days of its online release on this strategy went on, as we now call it VIRAL.Youtube® and the fact that it is the most Viral marketing and viral advertising refer todownloaded song over the past few months has marketing techniques that use established socialpublicized a very important medium of networks to produce exponential increase inmarketing used by smarter marketers- THE brand awareness, through self-replicating viralONLINE SOCIAL MEDIA. procedures, similar to the spread of a computer virus. It can often be word-of-mouth delivered and improved online; it can harness the network effect of the Internet and can be very useful in reaching a large number of people swiftly. In foreign countries, this has been a regular facet of marketing campaigns – be it films, TV shows, product launches or even campaigns of elections. Viral marketing starts with a single recipient, increases in geometric progression to target a bigger audience and then through exponential progression targets a large population andViral Marketing refers to the marketingtechniques that use pre-exiting social networksto produce an increase in BRAND AWARENESSthrough self-replicating VIRAL processes. It is amarketing phenomenon that facilitates andencourages people to pass along a marketingmessage voluntarily. Viral marketing is amedium of marketing which uses the onlinenetwork or media to promote the product orservices.The term VIRAL MARKETING first becameprominent when used to describe a marketingcampaign for the e-mail serviceHOTMAIL.COM. When hotmail first began, finally it becomes a population in itself.they decided that the best way to entice new Earlier, people’s social lives were dependent oncustomers would be to reach the friends, family the number of parties they attended, number ofand colleagues of each user they had. So, in the neighbours they knew and the communityfooter of each and every mail that was sent from activities they were part of. Now, it is dependenta hotmail account, the HOTMAIL team placed a on the number of friends they have on Facebook, 36
  39. 39. MIB, Delhi University|BRAND.i, Vol. II, Issue 1, August 2012the number of likes they get for their posts, fan the footer of the electronic message. Example-followers on Twitter or the number of online www.hotmail.comcommunities they are a part of.And so it is not unwarranted to expect that viral Buzz Marketing: Involves celebrities discussingmarketing will probably redefine the way about products and experiences with a hint ofmarketing is carried out in the years to come. controversy.The reason is that this significant part of the Incentive Viral: It calls the users to take action inglobal population is tech savvy and is connected order to be rewarded.to the internet the entire day. Regularpromotions might cover only a particular set of Undercover Marketing: It occurs when peopleaudience at a particular time but online do not know they are being marketed to.marketing will reach people at their homes, User-managed database: It refers to differentoffices, schools and colleges. database of prospects that client generate themselves with the help of online serviceTYPES OF VIRAL MARKETING providers. Pass-Along Buzz Marketing 4 Pillars on which VIRAL MARKETING rests Incentive Viral are- Undercover Marketing Users User-managed database Visibility AwarenessPass-Along: A short note that will be sent on to Trustother internet users and it is usually attached to 37
  40. 40. MARCOM - The Marketing Cell of MIB, Department of Commerce, Delhi School of Economics University of Delhi, New Delhi - 110007To Subscribe a free online copy, write to : marcom@mibdu.org Like us at facebook.com/marcom.mib

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