Soil Markezine magazine, May 2013


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Soil Markezine magazine, May 2013

  1. 1. Featured ArticlesEditor’s NoteGLOCALIZATION –Keval Naam Bikta HaiStrumming the Emotional ChordImportance of Marketing in PoliticsProduct and Brand Placement In MoviesPage No1261216CONTENTSMay 2013
  2. 2. Hello Readers!!Warm greetings to all our readers..!!Here we are... yet again, with another interesting issue... And somehow this edition of ours, along with thearticles here has captured the best of all the class room concepts of a B-school, in perfect real life examples.This time, the highlight of this edition is our very own, well written article – “Glocalization”. It is one of thebiggest and most often faced challenges by companies who want to go global. Is there a company that iscompletely global? Do companies need to adopt certain amount of localisation depending on the tastes andpreferences, culture of the country, etc., to succeed in the markets they enter and for their long term survival?The answers for these questions are difficult to find but this article gives you an insight that attempts to an-swer some of these questions.The following articles are also equally interesting; giving all you marketers a good understanding of what ishappening around and of course giving you a good food for thought.So happy reading-Team MARkezineEditing and Design:Shivaraj Ganesh Babu | Sheeza Shakeel | Ishwarya LakshmiSCHOOL of INSPIRED LEADERSHIPCMARKezine1Editor’s NoteMay 2013
  3. 3. SCHOOL of INSPIRED LEADERSHIPC MARKezine 2Shakespeare once said, “What’s there in the Name”.He may be right for many, but at least in our contexthe is surely proven wrong. As the rush of the foreignsingle brands into the country peaks, a number ofhome-grown, international sounding brands aremelding themselves into the retailing landscape. Itis unlikely that this trend will change anytime soon.The trend is gathering momentum. Indian brandsare trying to look and sound foreign to make themost of rising aspirations of foreign-label fascinatedIndians.To begin with, high end brands like Reid & Taylor,Belmonte are of Mumbai based S. Kumar’s group.Louis Philippe, Van Heusen, Allen Solly and PeterEngland are owned by Aditya Birla Group. Similarly,brands like Lee, Wrangler, Tommy Hilfiger andGLOCALIZATION –Keval Naam Bikta HaiMay 2013
  4. 4. Arrow are of Bangalore-based Arvind Mills. The listis not exhaustive as brands like Provogue, IndigoNation, Koutons, Cotton County, Charlie Outlaw, LesFemme, and TNG also lie in the same category. Infact, the major Indian brands like ITC is also usingforeign names like Fiama Di Wills, John Players, andMiss Players etc. When apparel industry has goneway forward, footwear industry could not be far be-hind , reaping such fruitful benefits. Woodland, LeeCooper, Red Chief, Red Tape are also local brands.But why use a foreign name in India? The answeris simple, “The Indian mindset. It makes immensebusiness sense. We love and easily accept Europeanand American fashion because it has aspiration val-ue, “The fact is, if given a choice, an Indian consumerwill buy a foreign brand instead of a domestic one.At its most basic level, this preference is sparkedby prejudices against an Indian brand name, eventhough there is no valid reason to justify this bias.“Despite the high quality of Liberty (Shoes), peoplestill prefer Lee Cooper because of its foreign tag.” For a brand, an image of quality and credibility is anextremely important asset and a key factor in a com-pany’s profitability and growth. In India, wherelocally produced brands are often seen as inferior,businesses consciously choose to build a “fake” for-eign image for themselves. An abundance of foreign-sounding goods available at any high-end IndianSCHOOL of INSPIRED LEADERSHIPCMARKezine3May 2013
  5. 5. SCHOOL of INSPIRED LEADERSHIPC MARKezine 4mall makes it look as if India doesn’t manufactureany consumer goods of its own. But is it really thecase or merely a well-planned illusion?The name is just the beginning of the carefully craft-ed illusions (one may even call it deceptions). Thesecompanies hire foreign models to showcase theircollections, which is why there are so many foreignmodels in India. Fortunately for the companies, hir-ing an overseas model is not difficult. Many of themcome to India as tourists and charge between 20,000and 40,000 rupees for a day’s shoot, while a famousIndian personality would charge a lot more. After all,it is easier to perpetuate a pre-conceived notion ofa foreign brand if foreign models are showcasing it.Brands like Duke, for instance, have been hiring for-eign models for their collection because these mod-els “help create an international feel for the brand,”an image that an Indian model would not be able toproject.Fortunately for the companies, hiring an overseasmodel is not difficult. Many of them come to Indiaas tourists and charge between 20,000 and 40,000rupees for a day’s shoot, while a famous Indian per-sonality would charge a lot more.Cotton County, for example, faced declining sales,which were revived once they brought in foreignmodels. It cannot be merely coincidental that profit-able brands like Van Heusen, Louis Phillipe, and Al-len Solly have never hired Indian models.Some firms have gone as far as to fall for their ownact. Like the brand Munich Polo, that sashays itselfas German, chose to design its site in the same fash-ion – so much so that its website talks about Germanculture and the German city of Munich, complete-ly erasing all signs of its Indian origins. Similarly,brands like Woodland have succeeded in projectingthemselves as a foreign brand. Launched by Aeroindustries, Woodland now has lost its original roots.The Woodland site terms itself as Woodland Inter-national, even though it ships products only withinIndia. Therefore, the conscious effort to create a for-eign image is embedded in even the smallest details.This trend is not limited only to adult brands, butalso to many children’s brands like Lilliput, and Giniand Jony. In reality, Gini and Jony is a product ofPakistan-based Lakhani Brothers, while Lilliput wasfounded by an Indian businessman, Sanjeev Narula.These brands also use foreign kids as models andproject their merchandise as if it were manufacturedin America or England. The new emergent middleclass falls for the illusion and participates in thisconscious manipulation of the Indian psyche.Five Benefits That a Local Brand Gets From AnInternational Endorser1. Heightened Advertisement: -To sell a product people must look at it. What wayis better than to catch the attention of the public byhaving a foreign celebrity endorsing your brand.And a foreign endorser also sparks the interests ofsocio economic classes.2. Going after International Market: -Along with getting attention in the local market, theforeign market will also give your brand a secondMay 2013
  6. 6. look as they are familiar with the endorser.3. Expansion: -Getting an international celebrity is not only aboutadding prestige to your marketing campaigns. Itis also about making your brand familiar with un-tapped markets. “It makes easier for the brand to ex-pand into new territories”.4. Brand Upgradation: -An International celebrity endorsing your brandgives it a facelift. “It upgrades the image of thebrand”.5. World Class Quality: -“An International endorser implies that a brand hasgone global and its products are of internationalstandards”. Hence this gives a sense of quality to thepublic.InferenceThe question here is why Indian brands pretend theyare foreign when they are clearly not? It is not as iflocal brands like Fabindia are not equally popular. Itcannot be denied that these pseudo-foreign compa-nies are exploiting the Indian mentality, which, asstated above, perceives foreign goods as superior.Therefore, the projection of a certain brand as origi-nating from abroad justifies higher prices.Though this technique seems to be very effective,there is no reason for it to continue. It must be veryfrustrating for Indian companies to know that somany consumers do not give native products a fairchance. But at the same time, the brand image doesvery little if the actual products do not provide thehigh quality expected of imported goods. If a localcompany chooses to market its merchandise under aforeign alias, it has to ensure that its products look,feel, and last as long as the imported ones, otherwiseit’ll be taking advantage of gullible consumers.A foreign named brand can be a double-edged sword.If it doesn’t deliver its promise, it is doomed to bomb.“Consumers are not stupid; you can fool them once,but not twice”. If you claim to be an Italian brand,then you have to deliver Italian quality. If you don’t,people won’t buy it.”So the next time you step into a mall, make note ofthe brands you go for. You might be surprised to notethat many of the ones you choose are actually Indianbrands and that is proof enough of the need to recog-nize the potential in the indigenous market, and notto fall for the same prejudices again and again. Whoknows, maybe your next visit to a mall would be to atruly Indian one!Submitted by:Harshul Kashyap1st year PGDM (ABM) StudentRajesh Kevlani1st year PGDM (ABM) StudentSCHOOL of INSPIRED LEADERSHIPCMARKezine5May 2013
  7. 7. What do the pug of Vodafone, the “Jaago Re Cam-paign” of Tata Tea, Coke’s Spirit of Happiness havein common? All these advertisements have beena part of a form of marketing that seeks to tap theEmotional Intelligence of people. The concept ofEmotional Marketing has been doing the rounds fora long time but it has assumed greater significancein recent years. With the commoditizing of mostof the products and services offered by differentcompanies, brand loyalty comes at a premium andin recent times the marketing campaign has beenchannelized towards campaigns that leverage on theconcept of emotional connect.During the 1980s Coca Cola tried to indulge in intro-ducing a new variety of Coke and this was met withwidespread disappointment. Fidel Castro termed themove as one that jeopardized the national identity ofthe Americans. Brands have tremendous potential inconnecting with the masses and this genre has givenindividuals a reason to associate with the brand. TheIPL and the EPL are two sporting events that furtherbring to light the impact of brand association. Howoften have we seen youngsters don the jersey of theirfavourite team with utmost pride? This form of mar-keting is very effective in brand penetration. Whileone may be loyal to Airtel, the Vodafone pug con-tinues to be the darling of many Airtel subscribers.Even a diabetic patient will be able to recapitulatethe series of advertisements that portrays Dairy Milkas the initiator of every happy moment.While we have seen emotional marketing in goodlight some companies tend to overdo the conceptand in the process seem desperate to get the mes-sage over. Many beauty soaps exaggerate their ca-pability of ensuring “fair skin” within weeks. Somebeauty products implement software to tweak thefacial features of their model in order to get the mes-sage through. It would only be hilarious to assumethat people would be hoodwinked into such prom-ises and exhibit brand loyalty. Unilever on the otherhand redefined beauty as being an attribute thatdoes not necessarily associate with fair skin. . “TheCampaign for Real Beauty” removed the stereotypicSCHOOL of INSPIRED LEADERSHIPC MARKezine 6Strumming the Emotional ChordMay 2013
  8. 8. SCHOOL of INSPIRED LEADERSHIPCMARKezine7definition of beauty and this was widely appreciatedby all. Dove became a brand that was a symbol ofbeauty and women across the globe has a sense ofpride in using the product.Various emotional triggers can be set off in orderto make customers establish an ego towards theirbrand. Few of them are tabulated below along withthe sector that can use it as leverage in marketing.Emotional marketing has certainly helped brandspenetrate the emotional chord of the customers andhave made many brands an integral part of the livesof these people. By making brands permeate theminds in a subconscious way, this form of marketingcan also work wonders even if the brand does nothave a unique selling proposition in terms of prod-uct differentiation. Unfortunately the impact of emo-tional marketing cannot be measured in monetaryterms and this makes many critical of the usefulnessof the method. However we need to acknowledgethe nuances between marketing and selling and inthis context appreciate the utility of emotional mar-keting. After all it makes a Pepsi fan appreciate the“Spirit of Happiness”, makes every lady value “TheCampaign for Real Beauty” or secures an individual“Zindegi Ke Saath Bhi Zindegi Ke Baad Bhi”.Marketing! Politics! Phew!!!!The fever is catching up - different moves are triedto hit on the opponents, every one trying to outdothe other, what could that possibly be for? A productlaunch .. maybe .. wait ...the extravaganza of electionis about to BEGIN....School of Thought:As Kavanagh (1995, 1996) defines it, electioneering isa set of strategies and tools to trace and study publicopinion before and during an election campaign todevelop campaign communication and access theirimpact. Maarek (1995) says it’s a complex process,May 2013
  9. 9. SCHOOL of INSPIRED LEADERSHIPC MARKezine 8the outcome of a more global effort implicating allthe factors of the politician’s political communica-tion. The introduction of marketing in politics is anoutcome of the elaboration of a policy of politicalcommunication-a global strategy of design, ration-alisation and conveyance of modern political com-munication. As per Lock and Harris (1996) politicalmarketing is concerned with communicating withparty members, media and prospective sources offunding as well as the electorate. The party or can-didate’s use of opinion research and environmentalanalysis to produce and promote a competitive offer-ing which will help realise organisational aims andsatisfy groups of electors in exchange for their votes.Wring (1997) O’ Cass (1996) says it offers politicalparties the ability to address diverse voter concernsand needs through marketing analyses, planning,implementation and control of political and elector-al campaigns.Does it WORK?Decline of per capita growth rate from 20% in1994-95(Congress govt.) to 5% in 2004-05 and 15%in 2005-06Gujarat slipped to 5th in 2005 (later to third) from2nd position 1996 in India in terms of its investmentclimate- Asian Development Bank31.8% population of Gujarat living below the pov-erty line, one of the highest %age of poor people andsuicide rates in the country- Suresh P. TendulkarCommittee ,Planning CommissionIt also remains at the bottom of the pile of theHuman Development Index. Hunger, disease anddeaths are chronic in villages.Anaemia and malnutrition increased by 60%-National Family Health Survey-3rd RoundOther states showing far better improvement inrural healthcare than Gujarat- National Council ofApplied Economic ResearchEven with 31.6% of Budgetary expenditures on thesocial sector Gujarat was atthe 17th position among the 18largest states in India- Month-ly Bulletin ,RBI, Feb’20073rd in the no. of complaintsabout Human Rights viola-tions- National Human Rights Commission3 sections -Muslims, Adivasis and Dalits have allalong faced atrocities and human rights violationsin Gujarat- Achyut Yagnik, social scientistFCI allotting less than the required PDS quota toGujarat and the government doesn’t even botherabout it. It keeps itself busy converting more andmore BPL cards to APL, apparently to showcaseits efforts at improving the hunger situation in thestate- Frontline, May 7, 2011Fraud to the tune of Rs 26,651 crore - CAG ReportNot to forget the innocent people killed, tense at-mosphere, emotions running high during and afterGujarat riots.Well these were some of the excerpts from Modi’sreign.Then what made the winning streak to con-tinue for more than a decade?Just like a product sold in the market that needs abrand identity, the candidate’s name must also cre-ate an impact on people’s minds and that’s whatModi is best at.May 2013
  10. 10. Gujarat’s assembly election was a no contest; it wasall about Narendra Modi. When you ask people go-ing to vote during election, “which party are yougoing to vote for?” they’ll answer, “Narendra Modi”.Yes, he’s a bigger brand than the BJP itself, in Guja-rat. He is often referred as a “Propaganda machine.”The beauty about Narendra Modi’s campaigns isthat he makes every campaign a brand by assigningbeautiful names to all his campaigns like:Vibrant GujaratSadbhavna MissionVivekanand Vikaas Yatra,Ek Mat Gujarat, BJP SarkarRamshe Gujarat, Jeetshe GujaratMuch publicised 3D speeches, 29 Vikas Rathsequipped with projectors, 10 LED Raths, each witha 110’’ screen, which roam interior villages, morethan a million followers on FB and Twitter, reachingmore than a million people on Google+ Hangout,and launching his own TV channel NaMo Gujaratetc. clearly exhibits his art of exploiting all sort me-dia channels. He leaves no stone unturned when itcomes to online marketingNarendra Modi was nominated in top 5 political per-sonalities in the world who have made a mark on webin 2011 along with the US president Barack Obama.A classic case of the new product launch.Talking about the guy completely unknown to any-one outside of Illinois except for the fact that hemade a great speech at the Democratic NationalConvention in 2004.Not only was he relatively un-known, he was a black man with a name that a lot ofpeople found to be unsettling.Talking about the guy completely unknown to any-one outside of Illinois except for the fact that hemade a great speech at the Democratic NationalConvention in 2004.Not only was he relatively un-known, he was a black man with a name that a lot ofpeople found to be unsettling.His campaign’s ability to reach out to voters, espe-cially young disenfranchised voters, was a stroke ofmarketing genius. He used a methodical, corporatestyle to specifically target ideal potential supporters,SCHOOL of INSPIRED LEADERSHIPCMARKezine9May 2013
  11. 11. encourage their support and help get them out tovote for the President. The techniques themselvesare not revolutionary as businesses and advertisingagencies have used them for years. What is revo-lutionary is that a political campaign used them tohelp elect a President. They try to build up databases,grow social media followers, encourage donations,and build credibility and trust through ongoing andsincere communication.What differentiates him from the rest that he fol-lowed a theme of hope during his entire electioncampaign in 2008 using the slogan ‘Change we canbelieve in.’His campaigns were well segmented by market(state wise). Segmentation drives engagement withhis supporters because they only hear about what isrelated to them avoiding the clutter (Selective Per-ception, Distortion and Retention).Marketing Strategies:Use of high performance websites to Drive Action,use of Split-Testing to achieve maximum perfor-mance (using goggle analytics) and Email Market-ing used to build the Relationship. Both CustomerRelationship Management (CRM) databases andpublic domain research permit them to preciselymatch their servic-es and commercialopportunities withideal potentialclients. Bloggingused to connectwith the Market.Integration of so-cial media intothe website. Face-book/Twitter usedto connect mass audiences. Mobile friendly websites(wap) connects with the users on the go. He was Us-ing data-mining in similar fashion as used for prod-ucts/brands to identify as the possible prospects andthen worked towards securing their votes. Though heavoided telemarketing as people usually don’t likeit (his competitor McCain used it). For incumbents,the relationship between spending great quantitieson advertising and winning the campaign had verylittle effect. But for the challengers like Obama, therewas a strong positive relationship between spendinglevels and vote shares. Advertisers (political parties)must make voters aware of their candidate or issue’sexistence and provide compelling reasons why a cer-tain market should “buy” it.Some of the components of such advertising are:BrandingIt provides a recog-nizable set of attrib-utes to the productor company like Sen-ator John McCain ofArizona sought tobrand himself as a “maverick” politician, one who isSCHOOL of INSPIRED LEADERSHIPC MARKezine 10May 2013
  12. 12. SCHOOL of INSPIRED LEADERSHIPCMARKezine11his own man and not beholden to special interests.Similarly, the Republican Party has traditionallybranded itself as a political organization that cham-pions moral values, such as equality and loyalty.NarrativeIt tries to explain candidatesor issues in terms of a story. Inkeeping with the branding of its“product,” a political organiza-tion may choose to help explainits benefits through the use ofsimple narration. Example, during his presidentialcampaign, Barack Obama spoke of his backgroundas the son of a Kenyan man and an American womanand a community organization, a narrative meant toconvey his humble beginning and his affinity for thecommon man.TargetingSelect the audience based oncertain characteristics (demo-graphic, geographic, age groupetc.)AttributesA skilful political marketer is able to make the stakesof an election very clear to the voters, as doing socan convince them to support or oppose a particularpolicy orcandidate. He should be able to make the POD’s(Points of Differences) very clear to the prospects.Conclusion:Exposure is just as important to political candidatesExposure is just as important to political candidatesas it is to corporate brands. You can brand your can-didacy by first creating a well-communicated plat-form and summing it up with a tagline that definesyour campaign. Develop a logo and identity, andachieve visibility by marketing on multiple fronts.Print postcards, brochures, business cards, posters,door hangers, banners and yard signs. A successfulpolitical campaign wins the hearts of a broad rangeof voters through a carefully crafted marketing strat-egy. In contemporary world, many voters do not takethe initiative to actively research and compare politi-cal candidates. That means that when Election Daycomes, ballots are cast according to how well eachcandidate’s campaign was able to permeate the eve-ryday grind and deliver a clear and compelling mes-sage to voters.Submitted by:VIPUL ARUNIIM RohtakPGP 1st yearMay 2013
  13. 13. SCHOOL of INSPIRED LEADERSHIPC MARKezine 12Importance of Marketing in PoliticsThe man responsible for deriving the concept ofMarketing would not have expected such a crea-tive and innovative application of this concept inthe real world. Use of marketing techniques in thefield of politics is certainly an out of the box applica-tion of this concept. As we all know that politics andpower go hand in hand. Therefore in order to maketheir way up the political ladder, politicians havebeen widely using marketing as a primary weaponin their arsenal, in various campaigns to counter theopposing forces and to attain an advantage over thecompeting parties. Many political pundits are hir-ing multitude of marketing wizards so that they canaggregate an army of professionals to work for theircause.Carrying out election campaigns is considered tobe one of the most expensive as well as comprehen-sive marketing exercise. The general elections heldin 2009 were deemed to be the most expensive elec-tions in the political history of India. Both parties,Congress and BJP shelled out huge sums of moneyand the major chunk of this spending went towardsvarious marketing activities.Marketing activities in politics is very similar tomarketing of general products and services. We caneasily draw a wide line of similarity between vot-ers voting for a candidate and a consumer buyinga product. In the political arena, candidates expressthemselves as a product, use different methodolo-gies to publicize their policy, take a stand on varioussocial and economic issues, and make important de-cisions regarding the means to advertise themselveswhile taking into account the promotional mix andconducting market research. Thus, one cannot denythe fact that there is a plethora of opportunity to ap-ply various marketing concepts in this new interest-ing domain i.e. politics.Truly speaking, marketing may be one of the mostessential factors that may decide the fate of politicsin almost every country for the next 5 to 10 years. Po-litical parties as well as their respective candidatesneed to consider various micro and macro market-ing opportunities which can help them to marketthemselves in a better way and gain an edge over therivals. The various techniques which political partiesadopt include Advertising and Promotional events,Publicity stunts, Exit polls, Women power in politics,Cyberspace democracy, electronic government andStrategic lobbying.Frequently used concept of marketing in politics:Social network: With the rapid propagation of soialMay 2013
  14. 14. SCHOOL of INSPIRED LEADERSHIPCMARKezine13networking sites, companies have started using it asa platform to promote their products and services.But the story does not end here. Politicians have alsostarted to take as much advantage of this as they canin order to promote their candidature. The vote ofan individual does not make any difference but thevote of a group of individuals can certainly make alot of difference. Hence the concept of application ofpolitics in social media can actually help the politi-cians to gain a competitive advantage over the othercandidate. In fact in a contemporary world like thisevery political party, be it- BJP, Congress, SP, BSPetc., has a presence on social networking platforms.In fact most of the leaders of political parties spreadtheir ideas, opinion and views on various nationaland international issues by means of their Facebookand Twitter accounts so as to reach out to the massesin an economical and easy manner.Brand Image:Brand of a product plays a vital role in determiningwhether the customer will buy the product or not.This is because of the fact that it is the brand that iscemented inside the mind of the consumer and willaffect the buying habits of the consumer in a big way.Same is the case with politics. Most of the people donot vote based onthe qualities andachievementsof the candidatebut based onthe fact that towhich party hebelongs. This hashappened manytimes in Indianelection history. Some of the instances include 7th,8th, 9th, 10th Lok Sabha elections. However, thevice-versa is also true in most of the instances. So,in short, we can say that it is both brand name andparty name that help in determining the proportionof success of a campaign.Money:Money plays an important role in determining the re-sults of an election particularly in India where mostof the voters reside in rural areas. These people areignoramus in nature and can easily fall for monetarybenefits. The power of money, both before and afterthe election, is so enormous that it can change thewhole political scenario and determine the successMay 2013
  15. 15. quotient of a candidate in the political arena. In factmoney and politics go hand in hand because we allknow that no activity can be brought to its logicalconclusion without money.Political advertising:Political advertising is a key concept which providesa platform to all the political parties to express theiropinion on the current social and economic condi-tions of the country. Through political advertisingvarious parties can expand their domain by reachingout to much larger number of voters. Radio, newspa-pers, TV and Internet are some of the key interfacesthrough which parties can reach out to the massesusing political advertising. These ads are designedby specialized advertising agencies. One of the fa-mous political advertising wars was evident in theyear 2009 between the likes of “Jai Ho” and “BhayHo”. Similarly in 2004 we had the concept of “IndiaShining”. Gone are the days when only traditionalmedia was used as the primary tool for political ad-vertising. Now the war is head on.A very new and innovative concept of marketingwas used in last year’s U.S. election campaign forPresident Barack Obama. The concept named asNeuromarketing which included behavioural sci-ence and customer persuasion techniques was usedwhich in the end became the real differentiating fac-tor between the two contenders. A group called as“COBS” for “consortium of behavioural scientists”was one of the important parts of Obama’s market-ing strategy and it helped in a realistic segmentationof the people around the country so as to approachthem accordingly. This concept was unnoticed for along time but in reality it was one of the major rea-sons behind the successful presidential campaign ofBarack Obama.Practically speaking, application of marketing inpolitics involves a huge pile of concepts and theo-ries which can be narrowed down to the marketingof various goods, commodities, services in profit andnon-profit organization. It is imperative to give mar-keting orientation to politics so as to attain effectiveutilization of resources which would in turn help notonly to achieve immediate success but success in fu-ture also. In fact if we look around the world, thereare many examples which justify the use of market-ing in politics. Many leaders like President BarackObama, PM David Cameroon, and Chancellor Ange-lia Merkel have been dependent upon the extensiveusage of various marketing tools in order to buildup their brand image. In India many political lead-ers like Gujarat Chief minister Mr. Narendra Modi,Bihar Chief minister Mr. Nitish Kumar and Con-gress spearhead Mr. Rahul Gandhi have relied uponvarious marketing concepts and have used differentmarketing strategies to send across their message tothe public at large. In fact marketing has become anecessary and sufficient condition to have an undis-puted advantage over the competing candidate.SCHOOL of INSPIRED LEADERSHIPC MARKezine 14May 2013
  16. 16. SCHOOL of INSPIRED LEADERSHIPCMARKezine15Usage of proper means of marketing allows the can-didate to stand at the vantage position in the elec-tion. In fact the success rate of the candidate almostdoubles if he/she portrays himself/herself in a betterway through the use of marketing concepts like So-cial marketing, advertising, brand image, spreadingideas etc.So to conclude, I would just like to end with a quotemade by Mr. Sid Bernstien, legendary American MusicProducer and Promoter.“Of course you sell a candidate for political office thesame way you sell soap or sealing wax or whatever; be-cause, when you get right down to it, that’s the only wayanything is sold.”Submitted by:Kshitij YadavNarsee Monjee institute of ManagementStudies, BangaloreMay 2013
  17. 17. SCHOOL of INSPIRED LEADERSHIPC MARKezine 16What is common between the movies Dabangg, Da-bangg 2, Mere Dad ki Maruti, James Bond, Castaway,Hangover 2, Son of Sardar, Golmaal 2 & 3, Masti, KyaCool Hain Hum, Dil Bole Hadippa, etc. ?Answer: A simple and effective concept called brandplacement or now popularly known as “Blockbusterbranding”.When Munni sang about Zandu in the 2010 block-buster Dabangg, the endorsement that the balm gotwas unintended. The song Fevicol Se in Dabangg 2and the upcoming movie Mere Dad Ki Maruti arepart of a plan. The concept is now out of closet asfar as India is concerned. The transition has comea full circle. From the prominent ad banners of PanParag on college stages to subtle product place-ments like Red Label tea on breakfast tables to cut-out of a brand into which a car is crashed. Does thismean that the concept has moved from subtlety to allpomp and show?Whether it is Hollywood or Bollywood, the bestbrands seem to respect forced and paid placementsover the spontaneous and un-paid. Fevicol Se in Da-bangg 2 looks as forced as forced can be. There is somuch discomfort in the lyrics and in the meaning ofit.However, the current scenario is such that brands aretrying to improve upon their image by cutting theclutter and getting noticed, increase visibility andincrease recall of the brand.There have been brand placements in Bollywood asearly as 1940s. The inclusion of brands during thoseProduct And Brand PlacementIn MoviesMay 2013
  18. 18. days was an unconscious effort. Today, the conceptsof marketing have undergone enormous changes.Apart from vanilla advertising through TV, news-papers, magazines, radio, it is also about engagingcustomers on every platform and making the brandrelatable through different media mix.So, how does product placement work in Bollywood?What are the various types of placements adopted inmovies?Silent visual:The brand is just shown silently in a scene and notspoken of in the movie. Air India in the famous Nam-ak Halal movie is one such example.Interactive visual placement:Interaction with the product or brand is shown in thescene. Entry of Aisha in the movie in a VolkswagenBeetle is one such example.Interactive verbal placement:The product or brand is mentioned in a dialogue.Hrithik asking for Bournvita in Koi Mil Gaya is onesuch example.Interactive visual + verbal:Interaction of the product or brand with the main staris seen and also expressed in the form of a dialogue.Jackie Shroff drinks Coca Cola and talks about itsattributes.Interactive visual + thematic:Product or brand is integrated with the theme of thescene. Fight scene in Chak De takes place in McDon-alds.Interactive visual + audio thematic:Tune/music associated with the brand can be ob-served in the scene. Tune of Nerolac paints in Vir-uddh is one such example.Interactive visual + verbal + thematic:Brand or product interacts with the plot of the mov-ie or the scene and the name is also taken and theproduct is also displayed. Role of Spykar Jeans inNamaste London.The benefits of product or brand placement can gowell beyond on-screen exposure if placed appropri-ately. The promotion of the brand association withthe movie can be done both through the internal andexternal promotional campaign. These days, produc-tion houses are taking cognizance of this fact. If acompany does in-film placement of its products,then it is creating promotional tie-in opportunitiesand the movie also provides further visibility op-tions through the number of TV broadcasts it willreceive in future, and its availability through VCDs/DVDs playback.The main concern lies in how the viewers perceivethese in-film placements. The in-film brand integra-tion should be like a natural flow in the movie to havegreater effectiveness. When subtly and seamlesslySCHOOL of INSPIRED LEADERSHIPCMARKezine17May 2013
  19. 19. SCHOOL of INSPIRED LEADERSHIPC MARKezine 18integrated into the context of the script, it tends tohave a positive impact on the viewers. The men-tion of Fevicol in recent movies like Son of Sardar,Golmaal 2 & 3, Masti, Kya Cool Hain Hum, Dil BoleHadippa, etc is not only subtle but absolutely in syncwith the content. However, when the brand/productplaced is not in sync with the storyline, it provokesa negative response from the viewers. They feel theadvertisement was too apparent and it loses its es-sence. Fevicol Se from Dabangg 2 has created a neg-ative impact.With the growth of professionalism in Indian cinemaand the growing need for less cluttered communica-tion channels, there is a vast opportunity for productplacements to emerge as a strong vehicle to commu-nicate to the huge film-viewing population in India.As the evolution of our movies continues, we will seemore and more brands putting their bets on in-filmplacements.Submitted by:Sugandha SinhaShobhit BirlaInternational Management Institute, NewDelhiMay 2013
  20. 20. SCHOOL of INSPIRED LEADERSHIPCWe want to hear from you!markezine@soilindia.netMay 2013