The marksman august 2011


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The marksman august 2011

  1. 1. EDITOR‘S DESKAUGUST 2011Interface-the Marketing Club of SIMSR would like to present to you the 3rd issue of ―The Marks-man‖. First of all we would like to thank all for an overwhelming response to our magazine.In this issue, we focus our attention to ‗Affiliate Marketing‘- an e-commerce version of the tradi-tional agent/referral fee sales channel concept. Affiliate Marketing has made businesses millionsand ordinary people millionaires. Our cover story gives a comprehensive picture of the processand the evolution of affiliate marketing along with the challenges faced by it.Most of us are by now well versed with the Kotlers and the Kellers of the world, the best prac-tice cases, the Nike‘s and the Intel‘s. Its time to get real. We live in country of mass social andcultural diversity, and what works in one country may or may not work in another. Hence, withthis issue, we endeavour to bring about a little awareness and knowledge about the significant In-dia, ―The Rural India.‖. In our sections of brands, this time around we focus on a irrepressible,undeniable brand, ―Rajnikanth!‖ (Hope you don‘t MIND IT!)Our regular section of bookworm section, tweets and Buzz will appeal to all. We would also liketo congratulate the winner of our featured articles, Sharad Deep! We also have a special Fac-ulty section for this issue, where an article by Ms. Babita and Mr. Saurav, professors at PunjabiUniversity, has been featured.We understand that ―knowledge‖ cannot be contained, and we would only be foolhardy to be-lieve that we could encompass all of it in one go. Hence, we would be featuring 6 of the notewor-thy articles received, on our facebook page ( and we promise youthey will be well worth your time!A gold mine of knowledge awaits our readers!Cheers!!Team –MarksmanAUGUST 2011 01
  2. 2. COVER STORY AFFILIATE MARKETING…………………………………………………………….……....03 SECONDARY STORY SOCIAL MEDIA– LISTENING OVER COMMUNICATION..……………...……….……….06 ALL ABOUT BRANDS THE UTOPIAN BRAND– RAJNIKANTH..………………………………………...……….08 FEATURED ARTICLES BRANDING PARADIGM FOR THE BOTTOM OF THE PYRAMID Sharad Deep, MDI Gurgaon……………... ……..…..11 TWO SIDES OF A COIN: Lehar iron chusti for Rural markets? Pavan Kumar C (IIFT, Delhi),Varun Tejwani (SIBM Pune)……………….…..14 THE BURGEONING RURAL MARKET Asim Kumar Verma, Kritika Chandra (IMT Nagpur)…………………..19. MIGRATION AND REVERSE MIGRATION-URBAN TO RURAL Ms. Babita Singla, Mr. Saurav Bansal (Punjabi University)..………………….…21 REGULARS BOOKWORM ………………………………………………………………….………….....26 TETE-A-TETE………………………………………………………………………………….27 REWIND ………………………………………...………………………...……………….…29 TWEETS ………………………………………………………………………..………….…..30 BUZZ ……………………………………………………………………...…………………...32THE MARKSMAN 02
  3. 3. AFFILIATE MARKETINGWith the advent of e-commerce new forms of marketing have emerged. Here we delve into intriguingworld of Affiliate Marketing. We feel that being an affiliate is a bit like being a commissioned sales persononline….! Read on to find more about it. two years before the Amazon Associate Pro-WHAT‘S AFFILIATE MARKETING? gram was launched. Adult websites used affiliateAffiliate Marketing typically refers to an elec- marketing methods to promote their busi-tronic commerce version of the traditional nesses even before CDNow. Now almostagent/referral fee sales channel concept. It is every large e-commerce site has some sort ofa web-based marketing practice in which a busi- affiliate program.ness rewards one or more affiliates for eachvisitor or customer brought about by the affili-ates marketing efforts. An e-commerce affiliateis a website which links back to an e-commercesite with the goal of making a commission forreferred sales. Affiliate marketing is a narrowerpart of online (or internet) marketing.The compensation or commission that an affili-ate receives may be based on a certain valuefor every exposure, visit (pay per click), new HOW DOES IT WORK?client (pay per lead), sale which is usually a per- Affiliate marketing network includes three-partscentage of the item sold (pay per sale or reve- cooperation which involves a merchant (or henue share) or it may be a combination of any of is often referred as an advertiser, a brand or athese. It is a modern variation of the practice of seller), an affiliate himself (or a publisher) and apaying finders-fees for the introduction of new customer. Affiliate marketing works step-by-clients to a business. step. An affiliate partner signs up to advertiseHOW DID IT EVOLVE? the merchants goods or services in order toIn the mid-90s pioneered the direct a customer to the relevant web pageidea by enabling Web site owners to link to which contains the information about adver-their books and earn a commission if someone tised goods or services. For every customer anclicks over from their Web site to Amazon and affiliate gets affiliate marketing commission.buys the book. Each affiliate is given a unique link to paste intoThe original idea on the "above-the-ground his or her website, so the vendor can trackInternet" was introduced by CDNow in 1994, which affiliate is responsible for generating aAUGUST 2011 03
  4. 4. Sale. An additional benefit of affiliate marketing affiliate program, production expensesis embodied in the opportunity to create sub- are no longer an issue as the product hasaffiliate network (2-tier affiliate marketing). It been developed and proven to be good.means that every affiliate is able to attract Best of all, this has all come out of themore partners to work for him or her and merchant‘s accounts and not yours.bring additional percentage from every  Do not need a lot of money to setcustomers action. In such a way, the affiliate up- All anyone will require is a desk, lap-marketing sites develop a large program that top or computer, internet connection inenvelops many people all over the world. addition to word processing software inAFFILIATE INTERNET MARKETERS order to get going.As e-commerce continues to evolve, e-  Costs Involved- Generally it is usuallycommerce affiliates are no longer restricted to totally free to join an affiliate program,website owners. They also promote the other and most the set up costs and shipmentbusiness by writing articles for blogs, making costs will be met by the particular mer-simple websites that provide consumers infor- chant whose products you are advertis-mation, and even making referral videos and ing. Plus, as you do not need anywhereposting them on Youtube! to store goods, this is actually anotherAffiliate marketers dont necessarily have to reason for joining an affiliate affiliate marketers specifically. Sometimes  Options- There are usually 1000′ s ofsuch marketers can be the e-commerce web products and services that a person cansite that actually sells the products and ser- choose from. So finding the correctvices. products for possibly a site you have cur-WHY AFFILIATE MARKETING? rently or maybe one in which you are No Development Costs- With a good planning to create is immense.THE MARKSMAN 04
  5. 5.  No need to have a Merchants Ac- count- As an affiliate marketer, the mer- CHALLENGES…. chant you are selling the product or ser- Revenue Generation Time vice to will carry all costs, as well as han- In spite of its availability, affiliate marketing dle the processing of all payments. So might require some special attention for the you never have to be concerned about first time before it starts working and bringing any possible charge backs, fraudulent some income automatically. purchases or losing your own merchant Spamming account completely as an affiliate. Plus, In its early days many internet users held nega- no longer will you be worried with col- tive opinions of affiliate marketing due to the lecting and storing names and addresses tendency of affiliates to use spam to promote of customers along with their credit card the programs in which they were enrolled. As information, as this will be all affiliate marketing has matured many done by the merchant who you Something to affiliate merchants have refined their are affiliated to. ponder over….. terms and conditions to prohibit affili- No middlemen- The advan- "I want to add ates from spamming. Many affiliates tage of this method of market- some affiliates to have converted from sending email ing is that it cuts out the mid- my website." spam to creating large volumes of dleman but it does require the autogenerated webpages each de- affiliates to have a high degree "I want to add voted to different niche keywords as of trust in the software and some affiliate a way of SEOing their sites with the people behind the e-commerce products to my search engines. This is sometimes re- web site in question. website." ferred to as spamming the search en-WHERE IS IT BEING USED? gine results.Some e-commerce sites, such as "I want to add some affiliate run their own affiliate Click Fraudprograms while other e-commerce Click fraud is a type of Internet crimevendors use third party services provided by that occurs in pay per click online advertisingintermediaries like, when a person, automated script or computerand to track traffic or sales that program imitates a legitimate user of a webare referred from affiliates. Some businesses browser clicking on an ad, for the purpose ofowe much of their growth and success to this generating a charge per click without havingmarketing technique. actual interest in the target of the ads link.There are different technological solutions Click fraud is the subject of some controversyavailable for merchants who are considering and increasing litigation due to the advertisingadding an affiliate strategy to their online sales networks being a key beneficiary of the Some types of affiliate managementsolutions include: standalone software, hostedservices, shopping carts with affiliate features,and third party affiliate networks. AUGUST 2011 05
  6. 6. Social media - listening over communication End of one sided communication All readers would at least be having a facebook or twitter profile, moreover it would have been reviewed by you at least once in a day. This is reach & voltage of media called Social Media.Social Media as the name suggests is media with social interaction. This medium‘s reach isgrowing by leaps & bounds. There are many facets which is intriguing the marketer aboutthis platform. Two prominent aspects are – A place to communicate about brand, and features which it offers. A place to listen to consumersThe later aspect is been overlooked by many brands currently. Marketers are known fortalking, not listening. Many are forgetting that it provides great opportunity to learn at agrassroots level what people really think about a brand, products or services. Indeed, listen-ing to the groundswell of consumer-generated content is the new marketing. This does notimply that tools like focus groups, user surveys or other research instruments would bepassé but the new medium would provide better understanding of consumer behavior asthis space provides unbiased and free opinions.Some of key characteristics of listening - Why listen - People are using various means like Facebook post, Twitter‘s tweet or various blog posts‘ blogging about their experience positive or nega- tive with a product or service. The conversations are influencing in multifold. There is avalanche effect due to peer influences. If negative reviews or comments are not handled with care in nascent stage it might lead to complete dilu- tion of brand. What to listen for - Share of voice - This is a measurement of how much and to what degree people are talking about you. This will help in understanding the buzz about brand and its competitors.THE MARKSMAN 06
  7. 7. Social media listening over communication Tone of voice - This is a gauge of whether the conversation is largely positive or nega- tive and is often referred to as "sentiment analysis." If the sentiment is positive, re- ward those who speak well of you. That will presumably encourage them to do even more. If the tone is largely negative, it is incumbent upon you to get to the root of the problem, if, in fact, a problem exists. Fix the problem and the tone will likely change. If its misinformation thats being spread, you must engage the critics and correct their misunderstanding. Trends over time - It is important to monitor both the above metrics, over the course of time in order to see the effects of advertising, marketing and PR. How to listen - This listening can be done via using free tools like ‗Social Mention‘ or ‗RSS feeds‘ etc or paid tools like ‗Radian 6‘ or ‗SM2‘. There can be manual finding which can be strenuous but very fruitful as this can help in overcoming the flaws of technical tools. e ord to Ignore th at , One Can‘t Aff This sums up th re is a convers ation A ny Longer, the IN IT. Conversation PARTICIPATE y brands‘ honor happening in anAUGUST 2011 07
  8. 8. The Utopian Brand: RAJNIKANTH―Yen Vazhi, Tani Vazhi!‖ tional. Anyone who has encountered PLCs in theThe above quote is in Tamil. Understandably, course of study or business would know that thethey mean nothing to a vast majority of Indi- curves are S-shaped, the reason why these curvesans, who have absolutely no knowledge of the are called S-curves. There is an inception followedlanguage. However if one mentions these four by a rapid growth phase, which is followed by awords to someone from period of stagnant growth, which then culmi-Tamil Nadu, in all prob- nates in decline. In Rajni‘s case, there haveability the person would been periods of stagnant growth, but declinebreak into a wide smile. has never crossed his path. The minor hiccupsThe emergence of the im- that have come his way may be treated asage in the person‘s mind, small kinks in his progress curve, but theyof a young man challenging have never been able to dent his upwardthe evil intentions of a climb. This is because here is a brand thatfemme fatale would be the competes not with other brands in the mar-reason behind the smile. . ket, but with itself. Each successive filmAfter all, when the words grosses more thanhave been mouthed by the the previous film,greatest Tamil actor of all time in his 150th film, which has lead film re-which has been one of the biggest blockbusters viewers and critics toof his career, there is something to smile rightly mention: ―Onlyabout. He is the only person in the world, his a Rajnikant film canfans believe, who can say ―My Way is the break the record of aUnique Way‖, which is what the above words Rajnikant film‖.mean, in, well, his unique way. When someoneaged 60 years, acts as leading man in a movie, Not only is he a house-which, in this day and age is able to gross 216 hold name in Tamil Nadu, but also in neighbour-crores in the first week itself, there must be ing Kerala, Andhra Pradesh and Karnataka. Thesomething special about him. For his viewers, entire country connects to his name; associatinghis audience he is ―Thalaivar‖ or God. For his him with his uniquely styled dialogues and man-directors, his producers, his co-stars he is the nerisms. Rajni can arguably be considered as theUtopian Brand- one that repositions, reinvents only Indian actor having a substantial Japaneseand ensures over-normal returns. His name is base, which was built after his film Muthu (1995)Rajnikanth. was dubbed and released in Japan. Films namelyRAJNI: The Brand Baba (2002), Chandramukhi (2005) and SivajiThe journey of this brand called Rajni, what we (2007) were also released in Japan, which greatlymight call in marketing jargon as PLC or Prod- consolidated his position as a leading Asian star.uct Life Cycle, has been extremely unconven- THE MARKSMAN 08
  9. 9. The Utopian Brand: RAJNIKANTHThe Indian Prime Minister Dr. Manmohan recall that MGR’s ill health and subsequentSingh, on a visit to Japan in 2006, acknowl- death unleashed a flurry of death, suicide andedged the role of Muthu in forging positive re- chaos all over Tamil Nadu. But Rajni’s popu-lations between the two nations. Infact, Rajni larity seems to surpass that of all his threereceived a remuneration of 26 crores for his predecessors. In this respect one may recall thefilm Sivaji, which catapulted him to the posi- movietion of 2nd highest paid star in Thalapathy, in whichAsia after Jackie Chan. Rajni’s Rajnikanth co-starred2005 film Chandramukhi with the Malayalamwhich is to date the longest superstar Manmooty.running Tamil film, having The film initiallyrun at the theatres for 800 showed Rajnikanthdays, was dubbed in German getting killed trying toand released in all German- protect his friend Man-speaking nations. mooty, who laterThe way his latest film Enthi- takes revenge for hisran is grossing, it is expected death. However, whenthat the curve would bend this movie was re-higher still. For artistes who have been in the leased in Tamil Nadu, there was widespreadindustry for 35 years, achieving this trend is an discontentment, and two or three screensaspiration. For Rajni this has been a reality: were burned. The producers had to later re-having acted in over 150 films in Tamil, Kan- make the film, with Rajnikant surviving, andnada, Malayalam, Telegu, Hindi and even Ben- Manmooty dying, and the former taking re-gali, over a period of 35 years, his popularity venge.and his saleability refuses to wane. Not to for- All this cannot be attributed to screen pres-get the Hollywood movie Bloodstone produced ence alone. This calls for a ―product analysis‖.by Ashok Amritraj in 1988, which featuredhim in a supporting act. In 2007, Asia week RAJNI: ―The Product‖named Rajni as one of the most influential per- To understand the adulation that Rajni com-sons in South Asia. mands, we should first ascertain who the per-All these facts make one wonder, how did the son is, what his origins are and how heRajni phenomenon come about and what were reached the pinnacle of Tamil cinema. In otherthe reasons behind it. Fan frenzy is not new to words, in order to fully appreciate Rajni as athe Tamil industry. Sivaji Ganesan, Gemini person, one should know the story of how aGanesan and more prominently MGR were bus conductor named Sivaji Rao Gaekwad be-one of the greatest actors who enjoyed great came the superstar Rajni.popularity levels among the masses. One may The point worth mentioning first is that the biggest superstar of the Tamil film industry is aAUGUST 2011 09
  10. 10. The Utopian Brand: RAJNIKANTHMaharashtrian. He was born in Bangalore, and Kaveri water sharing verdict, protestingwas the youngest child of his parents. His against which he undertook a fast have alsomother died when he was aged 5 years, and won him a lot of respect in Tamil Nadu. Thewhat followed was an impoverished childhood. great man that he is, he has also thanked theTo make ends meet, he served as a coolie in his Karnataka Govt, and the Kannada film indus-community. After some basic education, he try for their receptiveness, when his 2008joined the Bangalore Transport Service as a bus film Kuselan was released there.conductor. His passion for acting was noticedand deeply encouraged by his friend and co- CONCLUSIONworker Raj Bahadur. It was with his help that The intent behind this article is to showcaseRajni came to Chennai, to try his luck at acting, a brand which has defied all the theoriesand subsequently joined the Madras Film Insti- that brands generally adhere to. The brandtute. It was there that one day, the renowned has repositioned itself from time to time.director K. Balachander noticed him and casted Any marketer would love to possess ahim in his first Tamil movie Apoorva Raagangal: brand in which he would be comfortable toThe Beautiful Raga (1975). The role however invest a figure around 160 crores, since atwas that of a cancer patient, with low screen the back of his mind he knows that thepresence. brand is so strong that it will break-even in the first week itself, and the brand goes aRAJNI: ―The value-add‖ step further and breaks even in the first dayOne of the major contributors to the immense itself, quoting Enthiran figures. Nothing ispopularity of Rajnikanth is his humility and pious- more profitable than a brand that will sur-ness. Ego and starry airs are unknown to Rajni- prise you every time, as Rajni once men-kant. During breaks he hardly ever rushes to his tioned in an interview: ―Yesterday I was aair-conditioned makeup room. Instead, he pre- conductor, today Im a star, tomorrow whatfers to sleep on the sets, even without a pillow, Ill be, only He knows!"merely covering his eyes with a wet cloth. Eve- I am one of his biggest fans, the reason whyryone in the film unit from the spot boy to the I have written about him. When a Ma-director, share an equal rapport with Rajni, harashtrian goes over to Chennai, becomeswhich goes on to show his down-to-earth atti- the greatest star the Tamil film industry hastude. He never comes to functions with a reti- ever produced and inspires a Bengali tonue behind him and even prefers to drive his write about him, there must be somethingown car. He is known to be a very religious per- about him. That, is Rajnikanth for you.son as well. Apart from that, his philanthropicactivates have also contributed a lot towards en-dearing him to his audience. His stand on publicwelfare issues such as the Karnataka-Tamil NaduTHE MARKSMAN 10
  11. 11. Branding Paradigm for the Bottom of Pyra- mid Market -Sharad Deep, MDI Gurgaon Introduction The rural population in India accounts for 74.3 percent of the total population. With increasing consumption patterns in the rural areas, all marketing compa- nies have realized the importance of rural marketing in the last decade or so. Asimple example demonstrating Figure 1: Rural Areas - Increase in usage from 2001-02 to 2009-10this can be given by highlighting the Nirma vs. HUL scenario of the 1980s when Nirma took ahuge market share from HUL‘s Surf by playing on lowest-priced brand factor. In response, HULcame up with segmentation strategy to win back part of its market share. Thus, HUL learned thehard way that different brands need to be created for different segments of the society.With diverse cultures, classes, creeds, languages and festivals rural India can be further dividedinto regional segments. These segments tell us the stereotypes that could be found in ruraltowns and villages. Figure 2: Rural India - Different People, Different CultureAUGUST 2011 11
  12. 12. Branding paradigm for BoP markets Figure 3: Branding ParadigmProf Rajagopal has given this branding paradigm for BoP markets. He says that brand passion is de-rived from behavioural factors namely personality, image, reputation and trust (PIRT) as well asmarketing mix of the product. Because of this brand passion, there is a consumer pull effect mak-ing the brand more tensile. Also, since rural consumer is slow in accepting a new brand, Prof Ra-jagopal says that a new brand will face sluggishness in the beginning and later become strong whenloyalty increases. He further says that the aggregate buying power of BoP market is very large al-though per capita sales may be lower.Whenever a company wants to penetrate a BoP market, it needs to keep the following things inmind: consumption needs, lifestyle and societal indicators. In order to inculcate brand loyalty, BoPbrands need to focus on two things: low price strategies and standardized products. The reasonbeing that the rural segment is highly price sensitive and also that they are not able to differentiatebetween many products. We now look at each step of the above mapping to understand the im-plications of branding at each level:1. Knowing the ConsumerThe segmentation shown in Figure 2 tells firms that they need to adopt multi-brand strategy in or-der to cater to different consumer needs of different rural markets. This would be useful in fight-ing off the huge unorganized sector which has monopolized the Indian rural market. Firms need toconduct periodical surveys so as to identify the changing needs of rural consumers as they movefrom Innovators to Early Adopters to Early Majority because at each stage, the behaviour changes.THE MARKSMAN 11
  13. 13. 2. AwarenessAt this stage, the consumer becomes aware of the brand. Firms need to follow ag-gressive branding – BoP brand strategy requires an attacking sales force, intensive advertisements andsales schemes. Rural people can be exposed to a new brand through the following media: 3. Information: Firms should extend the product line enveloping the mass market segments in or- der to provide more shelf space to brands and narrow down competition to emerge as brand lead- ers. In these markets brand equity is determined by the consumers in reference to perceived use value and value for money measures.4. Inquiry: A consumer wants four things from a brand:1. Affordability i.e. price advantage2. Social status i.e. if his reference group will approve of the brand or not3. Perceived Use value i.e. in what ways can he use the product4. Quality confidence i.e. if the brand will serve him in long term or not5. Consideration: For a brand to enter the consideration set of a consumer, it has to exhibit cer-tain favourable attributes like packaging, taste, smell, appearance, ingredients. The uniqueness of thebrand in these aspects is desirable here.6. Purchase: In order to entice the consumer BoP brands need to have better packaging. Rural peo-ple want ease of storing a package more than urban people. Moreover, keeping the various segmentsand their distinguishing characteristics (Figure 2) in mind, the sales people need to modify their sellingtechniques. 7. Enjoyment & Advocacy: Coca-Cola recently declared that it will sell its products in rural areawhere there is severe power shortages by using eKoCool – a solar energy driven chest cooler. Thus,Coca-cola is solving two purposes for rural people: It is providing a source which can keep things cold The solar energy can help light up their homes.By satisfying their basic convenience need of electricity, Coca-Cola has devised a win-win situationwherein it is doing CSR activity as well as enhancing its brand value.So, to conclude the discussion we can say that firms need to follow the above stated paradigm in or-der to succeed in the Indian rural markets keeping in mind the cultural diversity and propensity tospend of the rural consumers.AUGUST 2011 13
  14. 14. TWO SIDES OF A COIN Pepsi Launches: "Lehar Iron Chusti, a fortified iron snack” for rural markets. Will it work? FOR Pranav Kumar C, IIFT Delhi Sangamjagalamudi, a village around 15 kms from Tenali town in Guntur district of Andhra Pradesh was in the news recently for the launch of a product which attracted attention from National media. More than 100 men, women and chil-dren gathered recently under a canopy on a narrow street to watch a promotional filmfrom PepsiCo Inc. In the film, a teenage girl sits in her bedroom, tired and listless. Based on hersymptoms—fatigue, breathlessness and an inability to concentrate on studies—her mother con-cludes she is anemic. She explains what anemia is, how to look for it (examine your tongue andthe whites of your nails and eyes) and that iron-rich foods such as spinach, chicken liver, lentilsand a squeeze of lemon can help.Then the pitch: Also helpful are two new snack foods from PepsiCo fortified with an iron sup-plement. One is a cookie; the other is like a cheese puff.Composition: Lehar Iron Chusti is an extruded snack and a sweet biscuit that are richly fortifiedby Iron. The products are made with wholesome local ingredients like grains, peanuts and jaggery.To sell the cookies and puffs, PepsiCo has hired a woman in each of the 84 villages targeted inAndhra Pradesh. The women go house to house each week to pitch the health message and areaccompanied by a sales agent armed with the products.The project in India is part of a broaderglobal push by PepsiCo into healthiersnacks and beverages around the globe.The small, single-serving fortified-snackpacks are designed for low-incomeemerging-market customers, selling fortwo rupees, or about four cents.The Target Audience- Women be-tween the ages of 15-49, 55% of whomare suffering from anemia.The objective is clear: to test-marketaffordable products that fulfill a healthneed of bottom of the pyramid (BOP) A billboard at a market near Athota, India, advertisesconsumers. The potential market size: snacks under PepsiCos Lehar Iron Chusti brand.over a billion consumers. The bulk ofPepsiCos $60 billion in annual revenue still comes from products such as Pepsi-Cola and LaysTHE MARKSMAN 14
  15. 15. TWO SIDES OF A COIN FORpotato chips that the company describes as "fun for you. But it launched aGlobal Nutrition Group last year and Chief Executive Indra Nooyi aims to morethan double revenue from "good for you products to $30 billion by 2020. India will be the firstcountry in the PepsiCo system to target the value segmentwith multiple products. In line with this they are looking fornext billion consumers at the bottom of the pyramid. What are PepsiCo is adopting a twinthe gaps? What are the offerings? And whats the business pronged strategy of Verticalmodel required to reach these consumers? Late management movement and selling them atguru C K Prahalad brought the fortune at the bottom of the Cheaper Price Points which ispyramid to the fore and many companies, primarily consumer likely to be a success in longgoods marketers, have been looking at ways to make inroads run.into this market.Outside of India, Pepsi has ambitions for other healthy foods.In China, the company recently began rolling out "Quaker Congee, an oatmeal variant of the rice-based breakfast staple. PepsiCo is looking at launching a new beverage for some Latin Americanmarkets that combines fruit, oats and dairy. It also says its trying to identify nutrient-dense staplecrops in sub-Saharan Africa that can be used in locally produced snacks.Will it work?PepsiCo is adopting a twin pronged strategy of Vertical movement and selling them at CheaperPrice Points which is likely to be a success in long run.GOING VERTICAL:NourishCo, PepsiCos vertical in partnership with Tata Global Beverages, has just rolled out itsfirst product, a lemon-flavoured glucose-based drink, called Gluco Plus, in Maharashtra. It ispriced at Rs 5. An innovation vertical has launched biscuits and snacks priced at 2 under the Le-har Iron Chusti brand. This line-up of healthy foods is targeted at women under Project Asha,PepsiCos codename for Nooyi-commissioned plan to develop low-priced nutritional foods forthe poor.While separate operations, sales and marketing teams have been set up for the verticals, Pep-siCo has further split its go-to-market (distribution) model into three divisions. Theres a pre-mium arm for distributing Tropicana juices, Gatorade sports drinks and Quaker oats; a mid-rungone for aerated drinks like Pepsi and Slice and snacks like Kurkure and Lays; and a division cater-ing to mass products like Lehar Iron Chusti. This strategy to set dedicated sales teams helps inCommunication and marketing for these products in a different way yields significant flexibilityAUGUST 2011 15
  16. 16. TWO SIDES OF A COINwhen it comes to areas like packaging, as the firm can write labels in Telugu, a FORlanguage which is widely-spoken in Andhra Pradesh, on Lehar Iron Chusti. Inshort they are acting like local players, but offer products that dont compromise on taste orquality."CHEAPER PRICE POINTSThis involves attempting to provide goods appropriate for the 330m potential buyers movingfrom the "C"-level demographic into the more affluent "B"-level socioeconomic category. Low-margin products like Iron Chusti will obviously not be profitable in the beginning, but PepsiCo ishoping that the products will achieve scale in about 24 months. The success of PepsiCos corebusiness of snacks, such as Kurkure and Cheetos at Rs 5 was a resounding success. They are thefastest growing among PepsiCos foods arm and contribute 45-50% to the divisions foods sales.More broadly, as three-quarters of PepsiCos customer base buys goods both from its food andbeverage stable, there are considerable possibilities for incremental growth, and hence, LeharIron Chusti provides ample of growth opportunities for the company in the long run.THE MARKSMAN 16
  17. 17. TWO SIDES OF A COIN Pepsi Launches: "Lehar Iron Chusti, a fortified iron snack” for rural mar- AGAIN kets. Will it work? ST -Varun Tejwani,SIBM Pune Another blunder in the making: PepsiCo‘s Iron Chusti It has been reiterated in books, journals, magazines and by management gurus all across India that the rural consumer looks for value and not for price. Almost all major FMCG companies in their foray into the rural market have forgotten this important lesson in rural marketing. Theyhave more often than not introduced small SKUs to capitalize on price points. Reduction in pricewith reduction in quantity or size does not increase value for the rural consumer. Hence, almostall of them have failed to capitalize on the growth of the rural market.Lately, I was surprised to see that PepsiCo is foraying into the rural market with its Iron Chustisnacks and cookies. To address the problem of iron deficiency in the rural India, PepsiCo Indiainspired by the global PepsiCo head Indra Nooyi in their ―noble‖ mission to transform into a―good for you‖ products organization has launched these iron supplementing snacks and biscuits.The brilliant minds at PepsiCo have found a market gap and decided to address the need profita-bly.However, they have gone wrong in understanding the rural consumer. They believe that they aredelivering value to the rural consumer. My question to them is- What is value to a rural con-sumer? To be more precise, what does a rural con-sumer look for in a snack? Is it protein fortification,glucose content, vitamins or is it something else? Ifhe doesn‘t look for all these, then no amount ofcommunication or convincing can lure him into buy-ing it.Let‘s take the example of Parle G. Parle G does notsell in the rural market because of the glucose con-tent or ―G mane genius‖. The rural consumer doesnot look for glucose content or mental benefits in abiscuit. It sells primarily because of the quantity itoffers and at the price that it offers that quantity. ―G mane Genius‖ may work really well in theurban market but not in the rural market.Coming back to value in a snack for the rural consumer, value merely stands for 2 things in therural market: Quantity (filling ability of the snack) TasteAUGUST 2011 17
  18. 18. TWO SIDES OF A COIN AGAINSTQuantity: Compare 100 grams of Parle G to 24 grams ofIron Chusti biscuit and compare 30 grams of Haldirams to10 grams of Iron Chusti snack- it is quite clear that value isnot delivered.Taste: Rural consumer still finds it difficult to adapt to the taste of a Kurkure which essentially uses all Indian spices. He is happy with the tastes of Haldirams Namkeens and Lehar Moong Dal because the origin of these namkeens is local. How do you expect the same consumers to like snacks the taste of which resembles cheese puffs?Lastly, if a rural consumer was looking to cure his/hercondition of anemia, he/she would be advised by the doc-tor to eat spinach like Popeye and not to get 7 milligramsof iron from Iron Chusti snacks. In Rs. 5 of spinach, onecan get a month‘s dosage of iron where as Rs. 5 of IronChusti can‘t even supply the daily requirement of iron.Hence PepsiCo has failed to deliver on all counts thisTHE MARKSMAN 18
  19. 19. THE BURGEONING RURAL MARKET Asim Kumar Verma, Kritika Chandra (IMT Nagpur) The Indian economy which was once dependent on foreign aids and supplies is growing with a fast pace of 8 %. The huge In- dian population which was once a curse for the whole nation has given immense opportunities for all the marketers of the nation.The rural market that was untouched till recent years has become lucrative and is now attracting ma-jor companies like ITC, HUL and Godrej which are investing huge funds to tap the market. Thewhitepaper published by CII-Technopak estimated the growth of the rural market at 25% a year withthe size of the market standing at US$425 billion in the year 2010-11 which was US$220 billion in2004.The Union Budget of 2010-11 also increased the fund allocation of National Rural Employment Guar-antee Act to US$ 8.71 which says a lot about the government focus to boost the rural economy. TheIndian rural market has given a unique chance tomarketers to enhance its sales and spread itwings to few areas that were inaccessible fewyears back.Hindustan Unilever Ltd which started ―Shakti‖,its rural initiative in the year 2001 has been ableto reach 80000 villages in 18 states. The re-sponse of the people in these villages has beenoverwhelming for the company. The recent re-port released by Nielsen India said that the de-mand of personal care products grew at fasterrate in rural market than the urban market. Fig 1. A Typical Rural HaatInsight into Rural CustomersThe intensified competition and moreover stagnant phase of growth has forced companies to pene-trate the urban market. The improved lifestyle and rise in purchasing power of the rural consumerhave further encouraged the markets. The breaking up of joint families into nuclear families has re-sulted in demand of consumer durables like TV, refrigerator and washing machines. Though most ofthe products released by companies in the rural market have been the original version but in most ofthe instances they have been forced to adjust them according to the needs of the rural consumer.The unique uses developed by the consumers in the villages have also forced them to do the same.The popular black hair dye of Godrej was being used by the villagers in Raipur to polish their cattle sothat they could fetch higher prices in the cattle market. In another situation the lamps ignited bykerosene were comfortably adjusted to use mosquito repellant mat Good Knight.AUGUST 2011 19
  20. 20. Even the consumer durable like washing machine has been put to use for unintended usages. Insome regions of Punjab and Haryana, it was used to churn the buttermilk to make lassi.Winning StrategiesThe company focusing on the rural market shouldtweak its four P‘s of marketing to win the market share.The rural market prefers simple and easy product withcore benefits speaking volumes about the product. Thepackaging needs to be convenient and should be dura-ble to make it suitable for long distances. Sachets andsmaller stock keeping units (SKUs) have really revolu-tionized the local rural market. The consumer durablegoods should be easy to use and instructions should bewell explained in the local language. LG was quick toanalyze it and launched Sampoorna television withDevanagari script and ability to catch weak signals,which reaped huge success for the company. Fig 2. Washing Machine being used to make LassiThe pricing holds an important key among the four P‘s for a rural market because the rural con-sumers are considered to be the most price sensitive. Each and every customer evaluates theprice of the product with the value derived from it. Some of the major companies like HUL,Godrej and Tata reduced its stock keeping units to cater to the market. Godrej introduced itsleading soap brand Cinthol in 50 gram packs with a price of Rs. 4-5 and HUL launched Lux in 25grams pack especially for the markets of Bihar and UP.The distribution channels of the company should be made robust to tap the rural market. Thedistributor should be willing to go till the last mile to deliver the product to the customers. TheKosi floods of 2008 in Bihar had jeopardized the distribution channel of the major companies giv-ing a unique opportunity to the local bakery & biscuit manufacturers. To avoid such situations thecompanies should have local warehouses and try to decentralize the distribution as much as pos-sible. Many companies have been able to build penetrative distribution channel that has cateredthe rural market well. Here, the marketing strategy adopted by Ajanta is worth mentioning whichsells its toothbrushes even through local betel-shops and chemist stores.Rural market holds unique untapped opportunities for the marketers. But the winning strategiesadopted in the urban market might not be a success in the rural market too since the customersare completely different with different requirements. Moreover the awareness and increased pur-chasing power is making them well informed customers with unique needs. One who is able todeliver value at minimum cost will be the winner in the long run.THE MARKSMAN 20
  21. 21. MARKETING AND REVERSE MIGRATION: URBAN TO RURAL Babita Singla (Assistant Professor)– Saurav Bansal (Lecturer)– Punjabi University, PatialaExecutive Summary Retail‘ is the new tale to tell in India now-a-days. If we view the consumer markets as aPyramid (standing upright), people at the Bottom of the Pyramid (BOP) are the main constituentsof these markets. As the global markets have begin to slowdown, Mr. C. K. Prahlad suggestedthat four billion poor can fuel the engine of next round of global trade and prosperity, and canalso be a source of innovations. Sadly people at BOP have been ignored by the companies byconsidering them irrelevant, have a low disposable income, hence low buying power. So,companies are in continuous search to find the answer for question i.e. How best to tap the op-portunities available in this segment? This paper is written with special focus on BuyingBehaviour of people at BOP.It is imperative to understand the needs these people have before jotting down any marketing strategy asneeds leads to demand, which in turn in satisfied by the product or service.Characteristics of Market at RuralZoneHighly Price Conscious – Generally, priceis sole determinant of selection in this cate-gory as people at BOP mind every pennythey spent. Hence, they look for value formoney.Generic Product for Basic Needs –Needs of these people are very basic in na-ture, hence they also require very genericproduct to satisfying their needs. They arenot fascinated by each and every product.Low Brand Loyalty – Generally, no brandloyalty is observed in this market because they do not have that much money to follow a particu-lar brand. In some cases, where the brand is very cheap, they do exhibit some amount of brandloyalty like for example in case of India i.e. Nirma Washing Powder.AUGUST 2011 21
  22. 22. Challenges at BOPMain challenges in this market can be summarized as:-Illiteracy prevailing in this section of society becomes a challenge for the companies to communi-cate their value offerings to them.Counterfeit or Look alike Goods makes it possible for companies to fool them. That is why wesee many companies just changing a letter in the brand name or creating a name with the sameascent of that of a famous brand.Unorganized Market i.e. small ―Haats‖ and shops at every nook and corner presently caters tothe needs of the people at BOP.Lack of Knowledge andCapabilities about market,its synergies and 4 A’s –Availability, Affordability,Awareness and Accessposes a great challenge.Huge Potential – In termsof market size and in orderto inject a new life to the or-ganization, this market offersa huge potential for growth.Poor live in high cost/lowquality economies. With re-spect to India, potential ofthis market can be summa-rized as under:-Strategy of ExecutionTo target and tap this oppor-tunity a different mindset is required. A standardized ‗western‘ marketing mix offering cannot beemployed in this scenario. So, we will understand their behaviour with the help of Engel –Blackwell Miniard Model.THE MARKSMAN 22
  23. 23. The exposure to information regarding a general product in this segment is very low, hence very little attention regarding the communication. They accept what is provided to them and are guided by their past purchase behaviour. This in turn becomes their con- sideration set and a part of their memory. Need Recognition- Regu- lar Exposure-Low Search- Lim-Stimuli Influence-Low Beliefs- Attention-Low ited Strong Alternative Attitude- Comprehension- Mem- Evaluation- No Positive Low ory Intention-To buy product, Acceptance-High Purchase Deter- mined, Conven- External Search- Limited ient outlets Retention-High Outcomes Dissatisfaction Satisfaction Figure: Engel-Blackwell Miniard Model As this market is characterized by daily wage earners, whenever the need arises to buy a particular product, they go for very limited external search or no search at all regard- ing the options, and hence there is no evaluation. They go for Internal Search i.e. their memory. Now, if a particular product satisfies their needs, they become the regular user of that product. They also spread positive words about the product which serves as ex- posure for the product among their peer group.AUGUST 2011 23
  24. 24. Detailed Marketing Strategy encompasses:Anti-Precision Pricing: Precision Pricing involves truly understanding the tradeoffs be-tween price, volume, and profit, and then systematically identifying highly targeted oppor-tunities in which well-managed pricing can increase profit and boost growth. What it re-quires is a rigorous, consistent, and insightful focus on that basic but critically important question:How much will customers buy of my product, and at what price? Fig: A Typical Precision CloudMany companies offer their smaller customers net prices that are as good as or better than thoseoffered to large accounts. Precision pricing helps dispel such clouds.Different customers frequently place different values on products and services, as well as on spe-cific components of an offering. The keys to capturing such value are: Fig: Keys to Capturing ValueTHE MARKSMAN 24
  25. 25. The companies need to take the exclusion decision in a very calculated manner since negli-gence in this aspect can lead to loss of market share.Group appeal rather than targeting an individual can lead to success.Products offered to BOP markets must have localized content and firms need to capture largervolume leads to larger profits.ConclusionTherefore the strategy should be culturally sensitive and relationship based. This can in-clude: A unique business model tailored to the local market. Identification of the real needs of consumer and product adapted to them. Remove the infrastructure problems faced by BOP consumers.Adopt a participative approach.The above framework is general and should be tailored as per the needs of the company and typeof the product.References: Indias Rural Poverty and Possible Solutions – Y S Rajan The ‗Bird of Gold‘: The Rise of India‘s Consumer Market – Mckinsey Global Institute, 2007 Prof. Dr. Hermann Simon, (2003), ―Pricing: It’s the process – The call for a Profit Renaissance‖, Simon Kutcher & Partners, October 7, 2003. James P. Andrew, J. Kevin Bright and Henry M. Vogel, (2002), ―Precision Pricing for Profit, Growth and Advantage‖, The Boston Consulting Group, September 2002. Alex Pratt, (2007), ―The Price is right (or is it?)‖, Director Publications Ltd., February 2007. Anderson, C. 2005. Long Tail vs Bottom of Pyramid International Marketing At The Bottom Of The Pyramid, Richard Fletcher, University of Western Sydney Working with the Bottom of the Pyramid: Success in Low Income Markets: Confederation of Danish Industries: Copenhagen V.AUGUST 2011 25
  26. 26. BOOKWORM Be The Elephant: Build A Bigger, Better Business by Steve Kaplan Be The Elephant is the second in a series of books written by Steve Kaplan. This book focuses on growing businesses of all sizes. However, most of the information focuses on small businesses that want to grow larger. What will make you buy?OUR RATING Three things make this book a worthwhile investment  It is concise: Usual business books like to over-explain things. Be the Elephant luckily is less than 220 pages.  It provides tools: Helpful, simple tools for business analy- sis like Calculators, Business Success Quotient (BSQ),Steve Kaplan is founder of The Business Assessment Model(BAM).Difference Maker Inc., which pro-  Website - the book is backed up by a website (http://vides a wide range of business that has templates for thetools to help companies of all tools.sizes succeed.Kaplan developedand used his Bag the Elephantstrategy as the owner of a small Why wouldn‘t you want to buy?business, first landing contracts  The coverpage is coated thick with exaggerated superla-with one of the biggest Elephants tives and overpromises of success like: A foolproof roadof all, Procter & Gamble, and then map to success. Dont grow your business without it.many other big customers before  The statement (whether) "you run a $5 million consult-selling his company. Over the last ing business or a three person bakery" then this bookdecade, Kaplan has refined his will help you is an exaggeration as someone running a $5strategy with 23 businesses he has million business has far past what this book has to offer.led and the more than 100 com-panies with which he has con-sulted. oes ing growth gKnow more about the book Key Quotes: andin g still. Avoid g.‖ there‘s no st wing or dyin ―In business, ‘re either gro u haveat:  the laws of n ature; you . To last, yo against ble, b ut necessary ot only desira  ―Growth is n ame.‖ e not the sAvailable in SIMSR library. to grow.‖ being a leader ar owner andClassification no:658.049 ―Being anTHE MARKSMAN 26
  27. 27. Mr. Shankar Subramanian—Product Manager, Onida It all began with just a vision. In the year of 1981, Mr. GL Mirchandani and Mr. Vijay Mansukhani started a company called Onida with just a goal of manufacturing televi- sion sets and going beyond convention. With the passage of time, superior products and the combination of a distinctive voice, a cutting-edge advertising strategy, and purposeful marketing ensured that Onida became a household name. The common perception was that Onida was a focused TV manufacturer. But then with a knack for spotting a gap in the market, Onida realised that there were undis- covered needs and wants in other categories of consumer durables as well. Discover- ing these latent synergies enabled Onida to provide customers with a wider range of products under the ONIDA brand including washing machine, air-conditioner, DVDs, LCD, mobiles and LEDs. Mr Shankar has over 11 years of experience in the area of sales, marketing and business development in the white good sector. An aluminus of IIM Calcutta, he is adept in conceptualizing Strategies for business development and developing new market segments for maximizing sales growth. Having worked in BEN Q, YAAS Wholesale India Pvt. Ltd., Samsung, Bluestar, LG Elec- tronics and now Onida he has significant experience of handing large business operations profit center management at all India level.Markman: How do you think customer demands have evolved over time?A. Customer demands have evolved based on the life cycle of the product. From window ACs,the customers are now moving towards Split ACs and from CRT to LCD TV. The demand istransforming towards more technologically advanced products that define their lifestyle. Emphasisis also being given to features such as energy –efficiency and convenience.AUGUST 2011 27
  28. 28. Marksman: What are the challenges in the current consumer durable industry?A. The consumer durable industry is flooded with choices for the consumer and the major challengesinclude product and feature differentiation and cost- effective communication to the customer. Thecustomer today has multiple options within the same category and it is challenging to not only focuson acquiring new customers but retaining the old ones. The affordability of the customers has in-creased over the past 10 years which provides an extra stimulus to the demand prevailing in the mar-ket.The company and the industry also has to face challenges from the retailers‘ end. In the competitivetimes of today channel management is emerging as another big challenge. It is imperative for the com-pany to provide adequate margins to the retailers while ensuring that customer demand and aware-ness about the product and not retailer margins is the driving force to generate sales.Marksman: Onida has done away with its all famous Devil and the tagline ‗Neighbour‘senvy. Owner‘s pride‘. What was company‘s rational behind this decision?A. The devil was launched at a time when the industry focused more on product based advertising andat the time of liberalisation when owning a television was considered a big thing. However with theentry of foreign players product differentiation became more challenging and neighbours no longerbenchmarked their neighbours with the choice of appliances From the more competitive approach, the brand is now focusing towards the softer aspects of thingswhich is getting quite visible in our communication strategies and processes. We are trying to positionthe brand as one that understands the customer‘s needs through our tagline ‗Tumko Dekha to yeh de-sign aaya‘Marksman: What are the most promising products in the consumer durable industry?A. LCD TV are expected to grow at the rate of 30% while Air Conditioners and Microwaves areemerging as the next best promising goods expected to grow at the rate of 20% over the next 5 years.These products are emerging as the key growth drivers for Onida.Marksman: The current market penetration of LCD TV and ACs is only 2%. How doesOnida plan to overcome this challenge?A. We have launched a new range of LED and LCD tv‘s in order to gain more penetration into themarket. Onida LED, with iCare technology is easier on the eyes due to being reflection free and is alsotougher than most other LCD‘s/LED‘s available in the market. With such product offerings, we aim togain a stronger footholds in the lucrative LED/LCD market.With regards to the AC segment, we have launched world‘s 1 st pre-cool AC, wherein you can switchon your AC through a simple SMS even while you are away from home, and by the time you reachback home, your room is well cooled. With this we aim at targeting the more affluent customers whovalue a pre-cooled room over anything else. THE MARKSMAN 28
  29. 29. A RECAP OF INTERFACE EVENTS Event: Guest Lecture-Wipro Consmer Care Speaker: Mr. Abhishek Jha Regional HR, Wipro consumer care Date: August, 2011 Venue: Seminar Hall, SIMSR Event: Guest Lecture-Onida Speaker: Mr. Shankar Subramanian Product Manager-Onida Date: July,2011 Venue: Seminar Hall,SIMSR Event: Nissan Student Brand Manager Contest Launch Guest: Mr. Dinesh Jain CEO, Hover Automotive India (HAI) Date: June,2011 Venue: Red Auditorium,SIMSR The Japanese car maker NISSAN announced the second edi- tion of its ‗Nissan Student Brand Manager‘ (NSBM) Program 2011 in India and the press release of the event took place on 20th june,2011 in SIMSR. Targeting the most talented young student crowd in the coun-try, Nissan has invited over 150 colleges spanning 15 cities across India to participate in theirbrand management contest that is looking out for 20 Student Brand Managers‘ from a total of1200 shortlisted applicants. The 20-selected NSBMs‘ will work under Nissan for a period of a six(06) months (July to Dec‘2011) and will play a key role in bringing the Japanese car brand closerto both the student community and the public in general through their innovative marketing ini-tiatives.AUGUST 2011 29
  30. 30. Google vs. FacebookGoogle and Facebook get personal in battle for social networking rewards. It is one month sincethe launch of Google+, a belated attempt at a social networking tool that invites users to followfriends activities in their news feed and share favorite content by marking it "+1". If this soundsfamiliar, it shows the extent to which Google is playing catch up with Facebook, which is brew-ing a public offering next year that could value the firm at $100bn and, critically, has positioneditself as the gateway to the web for many of its 750 million users.Though Google+ is an intelligent attempt at a social networking tool, it seems a typical Googleproduct in that it is brilliantly, heavily engineered but lacks the human focus required for a socialnetwork – the fuel that has propelled Facebook to 750 million users. Google and Facebook areboth keen to burnish their scientific credentials, ultimately the real battle is over cold, hard cash.Google made 97% of its revenues, or $32.3bn, in the past 12 months from advertising. EMar-keter, meanwhile estimates that Facebooks largely ad-generated revenues will grow from$0.74bn in 2009 to $5.74bn in 2012 – yet the site has hardly begun rolling out truly personal-ized, targeted advertising. If there is any of Googles lunch to be eaten, it is here. Why Reebok bonds well with The Masses and the classes?Reebok‘s marketing strategy to associate itself with the cricket frenzy Indians, instead of bankingon the aura of international sports stars to push its wares — which Nike, Adidas and Puma trieddoing unsuccessfully in India — proved to be a resounding success. Thanks to its association withcricket, Reebok enjoys total brand recall and stickiness in the minds of consumers. 01THE MARKSMAN 30
  31. 31. Global beer compa nies battle it out: Global brewer SABM SABMiller goes ho iller took its $10 bi stile with $10 bn Foshareholders on W llion bid for Austral sters bid ednesday just days ia-focused Fosters before the Australia Group direct toshow flagging profits n brewers annual re . The cash offer at $A sults are set to-proach in June, which 4.90 a share was un was rejected by the changed from SABM Fosters board. illers first ap-BCG hires McKinsey to advise it on how to become number 1Strategy consulting major Boston Consulting Group (BCG) announced today that it has hired theservices of the world‘s number 1 strategy consulting firm McKinsey to advise BCG on how to re-place McKinsey as the number 1 strategy consulting firm. McKinsey has readily agreed to serve itsnew client as professionally as possible. Officers Choice , McDowells No liquor chart 1, Celebration, Honey Bee and Old Tavern top Indian liquor swep global t the 2010 list of the first five spots top-10 global spir almost entirely on its brands in volu domestic sales. A mes growth, takingChoice came in as llied Blenders & D home the fastest volum istillers (ABD) OLondon-based rese e generator with fficers arch firm The IW 2.98 million nine -li SR said in its Aug tre cases added in2009. ust report. The br 2010, and was ranked fo urth inNestlé‘s mint Polo launched with a hole new fashionEver heard of designer polo mints? As bizarre and whacky as it may sound, it‘s true. Nestle hastied up with Goa-based designer Wendell Rodricks for its confectionary brand Polos stylizedlook. So its not The mint with a hole but a Hole new fashion that has taken over. THE TRUTH AB OUT THE GOOG Disaster LE-MOTOROLA DEAL: It Could E nd Up Being a Google is now com peting with its partnekind of business th rs. And hardware m an Googles core bu anufacturing is an en siness. And hardwar tirely differentmargin commodity e manufacturing is business. And Motor a crappy, low -company by 60%. A ola is massive--Goo nd the deal appears gle has just increase to be purely a defens d the size of its ive move, not an offe nsive one.AUGUST 2011
  32. 32. Map the crossword with the visual and textual clues.Across: Down:1. Asocial networking site aimed at teenagers 2. Manufacturing clothing, fragrance, and fash-where are ‗credits‘ and ‗pixels‘ used as cur- ion accessories endorsed by Emma Watsonrency 3. His collections of clothing and accessories4. The unique market research firms logo has for both men and women are usually identifiedthis unique symbol by the presence of his multistripe signature6. An automobile manufacturer whose name somewhere on each item.means double dragons. 5. The company which celebrated US landing7. The Hindu and Jain mythology refer to this on the moon with "Its ugly but it get youcompanys name as the centre of the universe. there"8. Hand block prints from Jaipur which is de-rived from the Sanskit word ―to play‖9. Mascot of which brand of cookies?THE MARKSMAN 32
  33. 33. CALL FOR ARTICLES SEPTEMBER 2011 Articles can be sent on any one of the following topics*: a) Hero Honda Re-branding to Hero Moto Corp- Do you like it? b) How would you market " Indian Grand Prix " to cricket fans c) Marketing of Luxury Goods d) Faith Marketing- Strategies of marketers selling spirituality and related products and services. *Please ensure that there is no plagiarism and all references are clearly mentioned  One article can have only one author.  Your article should be from 500-600 words and MUST be replete with relevant pictures that can be used to en- hance your article.  Send in your articles in .doc/.docx format with font size 11 (Arial) to:  Subject Line:Your Name_Institute Name_Course Year.  Kindly name your file as:Your Name_Topic The best adjudged article will be given a winners certificate with the noteworthy articles being published in the Septem- ber issue and on the interface website / Facebook page. Deadline for submission of the articles: 11:59 PM , 10th Sep- tember2011Deadline for submission of the articles: 11:59 PM , 7th August 2011
  34. 34. The marksman is the newsletter of INTERFACE , the Marketing Club at K J Somaiya Institute of Management Studies and Research, Mumbai. Images used in the marksman are subject to copyright. To subscribe to "The Marksman", Follow the link:- OR drop in a mail to Subject line: Subscribe: Your Name_Institute Name_Course YearContact us at: interface.newsletter@gmail.comWebsite: http://interfacesimsr.weebly.comFollow us at: THE A-TEAM COVER STORY SECONDARY STORIES ALL ABOUT BRANDS Divya S Hetal G Pramit G Shelani A BOOKWORM TETE-A-TETE & REWIND COVER PAGE Rajat P Namita S Vibhav S Niyati C Rishi M Hinal S Tilottama S TWEETS BUZZ DESIGN Kavita S Rajat P Namita S Rishi M Shelani A Rajat P