The marksman october 2011


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The marksman october 2011

  1. 1. The MARKSMANK J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 2 | ISSUE V | OCT’11 FESTIVE MARKETING Celebration time for buyers and sellers alike! INSIDE and more ! Guerilla No Money 4 Ps of Anna Marketing marketing - Hazare’s Old Monk Campaign
  2. 2. EDITOR’S DESK Dear Readers, At the onset of this festive season, we bring to you a riveting, celebratory and insightful festive edition of your very own MARKSMAN! This issue is our basket of wishes to all our readers thanking you all for your encouragement, suggestions and unstinted support. We shall continue to strive towards excellence; learning and raising the bar at each leap! The coming few months, beginning Diwali to the New Year, are going to be full of merriment and ebullience. Ring in the revelry with our cover story on Festive Marketing! Read on how companies hit full throttle with promotions, offers and advertising campaigns to leverage the occasion. We hope you appreciate the element of surprise! Our special story shall take you through some intriguing and creative Guerrilla marketing. Indulge yourselves with MARKSMAN traditions such as TWEETS, ITS ALL ABOUT AD-ITUDE, REWIND and get acquainted with our new addition “SQUAREHEAD”! We, at Interface are overwhelmed by the increasing number of entries we have been receiving in response to our call for articles. We take this opportunity to thank all our readers for their enthusiasm and for making our job more challenging- we love it! Keep writing in! We would also like to congratulate the winner of our featured articles section Mr. Abhimanyu Sukhwal. Our featured articles shall take you through the unique, penniless marketing of Old Monk; explore how 4Ps are being used to sell not just products or services but also socio-politico awakening, case in point, Anti- Corruption campaign by Anna Hazare; next we open the Pandora‟s box claiming- All Marketers are Liars. We hope you enjoy reading this issue as much as we did bringing it to you! Until the next issue, in memory of the great visionary- Steve Jobs. “Stay hungry, stay foolish!” Cheers !! Team – Marksman The Interface – The Marketing Club of SIMSROCTOBER 2011 01
  4. 4. COVER STORY Is it as bright as the festivities? introduction of new products, discounts "Its not enough that we do and offers, and promotion campaigns. So our best; sometimes we basically any special promotion offer have to do whats required." going on during the period between this - Sir Winston Churchill time can be classified as festive marketing. The extended festive season is here! It goes on for about a month and a half, and for the religiously inclined Indians, it‟s also an auspicious time to do purchasing. And the marketing departments of all companies, big or small, know of this opportunity and are geared up for it , ready to go that extra mile to rope in customers. What is festive marketing? The onset of the festival season is from Onam and it lasts till Diwali, and in What’s in it for the companies? between there are festivals like Durga Puja and Dussehra. So during this period, In a country like India, where purchase almost all of India has one or the other decisions are mostly driven by emotions, festival being celebrated and companies the holiday season comes with a big have the opportunity to push their bonus of reminding the customers about products and to this end, they come up the Indian culture by associating it with with various offers, either advertising it products. Festivities provide a very good on a pan India scale using ATL(Above opportunity to reconnect with current The Line) Marketing or have separate and prospective clients or customers. BTL(Below The Line) marketing Companies can plan out effective campaigns region wise. Majority of the marketing strategies during the festivals players increase their marketing spends that will help in making a better connect by nearly 30-40 per cent, along with the with customers or clients, and thisOCTOBER 2011 03
  5. 5. COVER STORY is exactly what the companies do. They will go to any extent to lure in the customers in the festive season and make them loosen their purse strings even if they are unwilling, especially in the recession and post-recession recovery period. How do they go about it? If we look at the offers being extended As is evident, festive time is a big this time around, Samsung India has opportunity to increase sales and so rolled out the “Samsung Smart Utsav” companies leave no stone unturned to offer, valid from September 10 to gain as much advantage of this seasonal October 31, 2011, under which the increase in consumer‟s willingness to buy. company is offering gifts worth Rs 150 Looking at previous trends, companies crore. Also, on the purchase of any see a 30-50% jump in sales figures during Samsung product, consumers are assured the festive season. And to achieve this, of gifts like DVD packs, 3D titles, DVD they spend accordingly too. Companies player, Blu-ray player and 3D glasses. The like Sony and Whirlpool spend anywhere company has targeted around 30 per between 100-150 crore towards ATL cent growth for the festival season and and BTL promotion during this time has rolled out a host of new products which includes television and print with the main focus on its Smart commercial, OOH(out of home), cinema television range and its home appliance and shop front advertising. These product ranges. Departing from advertisements usually talk about a consumer durables and going into the promotional offer or scheme that the service sector, company is offering, and these schemes are designed keeping the demography in Uninor had announced the launch of its mind which is evident from the fact that special Durga Puja Campaign called „Kom different areas have separate schemes. Damey Besi Kotha‟ which translates to “more talk for less price”, for both04 THE MARKSMAN
  6. 6. COVER STORY in the target audience are people, who did not think of purchasing the product, but seeing a very lucrative offer, indulge in impulse purchasing or think that because of the limited nature of the offer, they can miss it and end up purchasing. These kinds of sales are the ones which account for the increase of about 30-50% in the sales figures of a company. Kolkata and West Bengal circles. The campaign was offering more talk time, So to conclude, we see that the deals on hence more value for money for offer during this auspicious season make Uninor‟s customers in Kolkata and West for a win-win situation both for the Bengal during the festival season. The consumers as well as the companies festive offer for Kolkata customers because both get something out of it and includes up to 60% discount on all calls. even though Lord Leverhulme, the British founder of Unilever said “Half the Are consumers buying into it? money I spend on advertising is wasted, and the problem is I dont know which During the festive season, people are half “ such is not the case during interested in buying new things and festivities. Companies do recover the companies target this propensity of the extra money spent on the IMC customers to introduce some very (integrated marketing communication), attractive offers as mentioned before. so go ahead and spend. These offers Now to a customer, who is already won‟t last just like the festivities! willing to buy a product during the time, it is an added bonus to get a free gift or a discount on a purchase, but these are not the people the companies focus upon. Their prime targets are the consumers who are on the borderline of purchasing the product and the promotional offer swings their decision in favour of the purchase. Also includedOCTOBER 2011 05
  7. 7. SPECIAL STORY of contact. It can be a medium with good You will find it at the moment potential to bring attention to a brand or a product in a creative way. you do not expect it! And the moment you notice Following is an advertisement for the advertisement and start Rejoice conditioner in Bangkok, Thailand. thinking about its message "To untangle all this, use Rejoice they have, what they want – conditioner“ your attention and interest. Guerrilla Marketing is a brilliant idea, involving the customer in a surprising and an unconventional marketing activity. It should stand out from the saturated advertising landscape by being fun and not bothersome. It distinguishes itself from other promotional tools by its „surprise effect‟. The aim is to irritate, fascinate, and animate the consumer. Guerrilla Marketing strategy is based on Presence Marketing- marketing imagination, unconventionality, and for being there flexibility instead of market power, It entails making the business name enterprise size, and marketing budgets. recognizable and familiar. Some of the Guerrilla Marketing Weapons are: Fortune advertising agency has come up with a very strange way to create Ambient Marketing awareness about Johnny Andrean‟s hair- Ambient Marketing tries to approach the strengthening product launch.They customer individually through the place06 THE MARKSMAN
  8. 8. SPECIAL STORY substitute passenger handle in public transportation to demonstrate how strong your hair turns by using their new Experiential Marketing product. It‟s becoming easier for us to tune out and ignore advertisements today. So Ambush Marketing experiential marketing aims to give you Deals with attacking out of the blue!!! an experience rather than send a one- For instance, at many major events one way message. Experiential marketing lets brand of a particular category pays a high you interact with the product and price to be the exclusive sponsor, which associate your immediate emotional leaves their competitor in the dark. responses with that brand. Ambush Marketers then find a way to grab eyeballs by presenting their brand in connection with the event, since it attracts the attention of thousands of visitors and also viewers on TV. Big bazaar came up with three different hoardings: Keep West-aSide. Make a smart choice! Shoppers! Stop. Make a smart choice! Change Your Lifestyle. Make a smart choice!OCTOBER 2011 07
  9. 9. SPECIAL STORY Excellent action developed in Amsterdam for fitness first international chain of health clubs. In order to remind us our lack of physical activity, they installed a scale at the bus stop bench. Just sit down at the bus stop and your weigh will appear on the billboard. A perfect way to ruin your day and start thinking about some abdominal exercises and jogging. By pulling the paper towel out of the Guerrilla Marketing in the box, the level of the overall paper towel Marketing Mix pile decreases. The user can not only see the decreasing pile, but also the effect Companies often operate according to that the use of the paper towels has on their traditional marketing philosophy, the rain forests in South America. With but Guerrilla Marketing for single this simple example WMF tries to campaigns is different. Here the balance redirect the attention of the user in the marketing mix shifts towards one towards WMF‟s interest to maintain the of the 4 P‟s. Around 70% of the rain forests. campaigns put their focus on promotion. The remaining 30% place their focus Guerrilla Pricing (10%) equally on price, place ,and product. The focus of Guerrilla Marketing The following examples are campaigns strategies can also be pricing. It describes where the focus is on one of the 4 P‟s. a new way to differentiate itself from the Here it is: rest of the competition. Guerrilla Promotion (70%) In most cases Guerrilla Marketing appears in the form of promotion. The Customers of the electronic retailer non-profit organization WMF supplies Media Market were promised to get one of the numerous examples of back their money if they bought TV‟s Guerrilla Marketing promotion with its slogan:“save paper – save the planet”.08 THE MARKSMAN
  10. 10. SPECIAL STORY before the Soccer European A lot of fans came to book stores Championship in case the German dressed in Harry Potter‟s costume to soccer team won the tournament. Many buy the first copies. Others were willing people took the opportunity and bought to pay extra to get the book delivered to one or more TV‟s. their homes at midnight. In the end Germany did not even get through to the final round and the Guerrilla Product (10%) customers did not receive their money The packaging, the form, and the brand back. Media Market was the winner. can be a vehicle for Guerrilla Marketing. For example Kellogg‟s introduced its Guerrilla Distributing (10%) Drink „n Crunch cup shown in the The distribution of a product can also be picture below. a special experience for the customer. Even though books have a hard time The cup allows the surviving competition from other media, customer to have the famous Harry Potter series by J. K. cornflakes-to-go. The Rowling proved it wrong. Knowing fully one-person-portion in well that young readers were waiting for the cup only needs the new book release and wanted to buy milk in addition to the book at the day of publication, book make it a snack that shops, retailers, and delivery services in can be enjoyed not many countries offered special services only at home. This makes the cornflakes to customers to buy or to receive the an alternative to chocolate bars and book at midnight in order to be one of other sweets. the first to own the book. Done poorly, guerrilla marketing can make your company look like a nightmare. Done correctly, it is one of the single most powerful marketing tools.OCTOBER 2011 09
  11. 11. FEATURED ARTICLE One would never imagine that a • Other products in the category tenacious soldier could turn into an anti- working for similar causes were „anti- corruption crusader brilliantly executing corruption activists‟ turned supporters an amazing series of checks and counter- like Kiran bedi and Baba Ramdev checks leading to an eventual checkmate. • Movement organized on the lines of similar „Independence for India‟ campaign by M.K. Gandhi Product The entire movement picked up the right pulse of a wide-permeating national Brand issue of corruption identified as the The central brand of the campaign was latent need of every Indian. Anna himself, “Anna” (main „mascot‟ of movement) with his charismatic leadership, Gandhian himself –acting as a challenger brand to persona, patriotic background and lack of established names in Indian political political affiliations proved to be the domain. Brand “Anna” skilfully executed right candidate for Indians to entrust most of the 8 credos of effectively doing with such an onerous task. The core part more with less. of offering was attacking corruption through use of a strong anti-corruption Price Lokpal (ombudsman) bill in the Indian Price which is the Parliament giving greater power & cost to target independence to lokpal and lokayuktas audience for supported by the following tangible benefits offered entitites: by the movement was time, effort, lifestyle changes, psychological and legal risks (friction with authorities and law) due to participation in the movement. This was strategically, significantly • Hunger strike (fast) unto death at reduced by branding it as „non-violent‟ Jantar Mantar (Delhi) civil resistance. • Gandhian topis with “I am anna hazare” written on them10 THE MARKSMAN
  12. 12. FEATURED ARTICLE Place the campaign formed the perfect recipe The high profile movement sparked a for viral marketing. viral outburst of protests across the nation while doing justice to a multiple hub and spokes model initially targeting key major cities and then the lesser news-grabbing regions. Decision making was centralized as opposed to channelizing movements & minor tactics. Promotions The entire movement fits to be a perfect example of Integrated marketing Modern marketing at its best communication with its “India against corruption” campaign by effectively using Once visionaries & radicals like Baba various vehicles of advertisement and Ramdev, Kiran Bedi and Arvind Kejriwal promotions like website were wooed, it seemed only a matter of ( , time before the alphas (NGO‟s, activists,, social media publics, PR) followed. The bees (message (Facebook – 5.26 lakh likes & twitter), spreaders) seamlessly spread the telephonic IVR & missed call services message to the mainstream which even ( 2.5 crore claimed missed calls), touched the laggards (high classes of the customized games nation nonchalant to / benefitted by the www.annahazaregam prevalent corruption) to create a The entire resounding roar which made the political campaign had a high big shots quake in their boots. Social networking It may be too early to conclude whether potential further or not the entire movement will make a strengthened by difference to the problem of corruption celebrities and plaguing our country. However, one can‟t leading activists deny that the nation just witnessed one alike. The entire campaign was skilfully of the most effective marketers in planned and tactfully executed. By disguise - „Kisan Baburao Hazare‟, or targeting the right social hubs, market „Anna‟ (big brother) Hazare who mavens & masses suffering from demonstrated the 7 stages of Marketing corruption (directly or indirectly) Judo with unprecedented perfection.OCTOBER 2011 11
  13. 13. FEATURED ARTICLE "All marketers tell stories. And if they Objectively speaking, using one specific do it right, we believe them. We believe type of pen never guarantees good that wine tastes better in a $20 glass marks in examinations. Neither does than a $1 glass. We believe that $225 drinking a particular brand of beverage Pumas will make our feet feel better and suddenly make a person a dare-devil. look cooler than $20 no names. . . and believing it makes it true." However, TV commercials -Seth Godin in All in India have Marketers Are Liars: The Power of Telling somehow Authentic Stories in a Low Trust World. managed to convince Marketers today are storytellers. In a consumers of quest to “give people what they want”, the same. But they seem to have erased the line it is not that between fantasy and reality. And all this is marketers are fine with the consumers too – they love lying outright. to hope. They love to believe that Fair All consumers and Lovely will indeed be the path to the have certain career of their dreams, as a pilot, a innate desires newsreader, an actor or a model. and advertisements attempt to portray that perfect state not as a dream, but as a reachable reality. The special touch added by marketers is the image that it is only by using their specific product can the consumers achieve what they desire. It is this hope that makes today‟s men believe that the perfect suiting is indispensible to being the “complete Men, so what if you do not have either man.” good looks or money? As long as you have fresh breath women will flock to you.12 THE MARKSMAN
  14. 14. FEATURED ARTICLE disappoints consumers and Marketing discourages repeat purchases. communication is Advertisements that promise designed such that too much and not deliver may consumers miss the also meet with marketing fact that products do disasters, tarnished brand not guarantee results. image and legal woes. In 2009, The “Conditions Apply” clause is Vaibhav Bedi, a 26-year-old man filed a inevitably written in some obscure case against HUL, which owns the corner in fine print. These practises Axe brand of men grooming products ultimately mislead consumers and trick for „cheating‟ and causing him „mental them into trusting make-believe suffering‟. products that are portrayed to be the best, cheapest, of finest quality, unique He cited and most-effective all at once. his failure Today in an era of increasing advertising to attract clutter, companies are finding it hard to any girl at occupy a niche place in the minds of the all even consumers. Further, a saturation point in though he innovations in some products seems to had been have been reached. Understandably, using Axe there is a limit to which a detergent products for over seven years. Axe powder, for example, can be made advertisements suggest that the desirable. After the power cleaning beads products help men in instantly attracting and fragrances have been incorporated, women. there is little left to innovate in the The need is a balanced approach product. It is now that marketers resort towards advertising. While marketers to creating hype around their products, must communicate the benefits of in the hope of attracting consumers. products as creatively and convincingly Now comes in the promise of a life- as possible, practices that attempt to changing experience. blatantly fool customers should be done away with. Ethics should always be an But in the long run is it really worth it? integral part of all marketing activity. Failure to meet the tall claims eventuallyOCTOBER 2011 13
  15. 15. FEATURED ARTICLEOld Monk: What is it about the squat, dark, oddly For the past 35 years, Old Monk has not shaped bottle that Indians don‟t seem to changed its bottle and neither its taste. get enough of? What is the magic of Old Good brands, it is said, try to build a Monk that never dies? What is the basis relationship with the buyers. Old Monk of the unquestioning faith that the Old has built a romance. Some say (read UB Monk drinker reposes in the brand? Group‟s Mr. Vijay Mallya) that Old Monk I will start with a little introduction of has a niche of its own, as it is priced the brand, especially for the non- lower compared to the other alcoholic alcoholics. Old Monk or Buddha Sadhu, beverages of its category. As such the as we often refer to it, is dark rum sales cannot be compared to that of blended and aged for 7 years. There is Bagpiper, for example. Whatever the also a more expensive version, the Old reason, Old Monk is known as the Monk Gold Reserve, which is aged 12 “Scotch of Rums”. And though it may be years. Old Monk is an Indian Made inexpensive to many, it is never cheap. Foreign Liquor (IMFL) brand that finds So, the itself in almost all bars the world over, question that and is usually the least expensive drink naturally on the beverage menu. It has an alcohol arises is why content of 42.8% and is produced by the success? A funny, bald, Mohan Meakins Ltd, old man based at Mohan Nagar, Ghaziabad, Uttar Pradesh. It is the 3rd beaming from the bottle label surely isn‟t largest selling rum in that attractive. So how does this leading the world and is often IMFL brand sell more than 125 million called India‟s own cult cases each year? The answers are many- brand, probably an answer to Harley Brand Loyalty, Low Price or sometimes Davidson, Starbucks and Apple‟s cult even Nostalgia. status.14 THE MARKSMAN
  16. 16. FEATURED ARTICLE and retires, new years come and go, but the Monk remains, as Old as he can get. It becomes a close friend, a confidant and a keeper of memories. It is said that Brand Loyalty ensures that sales keep coming. But Old Monk drinkers are not merely loyal. They are Brand Fanatics. They become hardcore devotees of the brand and are typically very addicted. Word of Mouth does the rest. So, the question that naturally arises is The only form why the success? A funny, bald, old man of promotions beaming from the bottle label surely visible is the In- Jagdeep Kapoor, founder and Managing Store Director of Brand Consultancy firm Promotions in Samiksha, says, “Often we use a product the form of because our parents did.” -One of the danglers and many reasons for the success of Old counter-top Monk. 35 years old banker Prakash and shelf Tandon quotes, "My grandfather stickers. People introduced it to me…….and now I can‟t get rich and shift to Scotch and Vodka, seem to drink anything else.” Indian but a bottle of Old monk never seems customers tend to stick to a brand as to leave their beverage racks. It is not long as the taste and quality are rum, not an alcoholic drink, not a hard maintained. Being priced towards the day‟s night. It is a companion that makes lower side, Old Monk is a drink for India. strangers friends, never lets one feel It unites the diverse castes, creeds and lonely and a companion that is always social strata and differentiates among there, in grief and merriment. This none. It is automatically the first choice ensures Mohan Meakins that the moolah of the college student, being one of the continues to come even with penniless most inexpensive drinks on the counter. marketing. After that, the student grows up, maturesOCTOBER 2011 15
  17. 17. SquAreheaDWith new additions to team Interface comes new talent and fresh ideasto take the newsletter to the next level. This is one such idea we, theTeam Marksman have given a try. Presenting to you, SquAreheaD, ananime version of all thats happening in the world of marketing. Hope youreaders will love it !16 THE MARKSMAN
  18. 18. REWIND In Greek, Nostalgia literally means pain happiness and satisfaction. It was a game from an old wound. It‟s a twinge in your which had no politics, just the charm of a heart, far more powerful than memory sport. The Television a.k.a the Idiot Box alone. Nostalgia is like a time machine. It cast its spell to aplomb to attract people goes backwards and forwards, reinventing towards the stall and enter into the wheel of memories. exploration mode. Interface, true to its name, introduced There is something peculiarly special about peoples current illustrious face to the the Kal, Aaj aur Kal factor. The movies young ambitious one while they were still tapped it, some advertisements did as well. students. The whole setup was designed to But you witness its power when you see it bring alive a sense of belonging. The happening right in front of your eyes- interface stall, the wheel of fortune kept When you see the mark of respect in alumni engaged and literally on their toes. alumnis eyes for a professor who imparted It was a test where no one could fail. It was knowledge to him/ her. After all Education an exam where the only emotion was is the real Interface to Success !OCTOBER 2011 17
  19. 19. ITS ALL ABOUT AD-itude ! PRINT AD TVC Brand:The Times of India Company: Coca Cola Ad Agency: Umbrella Design Ad agency: McCann Erickson This Diwali, Coke makes us walk down memory lane by telling the tale of a group of youngsters. These friends decide to light diyas in memory of all the wonderful moments they have shared together. It‟s time for the TOI Lokhandwala The shortcut by-lane that always saved Durgotsav 2011 and it is here to remind their lives, the wall that was made the you that this is the time for everyone to wicket in countless games of gulli-cricket, forget all their differences and come “Bahadur” - the guard at the Girls‟ Hostel, together in celebration . After all, “Faith is the “romancewalarock”, the canteen table Individual, Celebration is Universal”. and so on. The brilliantart work has a stunning mix By lighting two more diyas, Coke makes us of convention and modernity. We see celebrate all the bits and pieces that made Durga, with all her elements of divine our lives fun filled. This ad represents glory, in a funky new avatar. Going against what Coke is all about- something that the norm, instead of using flashy and you celebrate with. The ad instantly makes bright colours that are generally a connect with the audiences on an associated with festivals, especially Indian emotional level. It says that Coke has festivals, the colour palate has been kept always been a part of all these moments very muted and soothing. of joy and sorrow and will always remain that way. Its off-beat, eye catching and gives a fresh Wherever there is a celebration, there is twist to a traditional tale. Coke!OCTOBER 2011 18
  20. 20. TWEETS Apple Inc stunned Wall Street by reporting results that missed expectations for the first time in years, blaming rumours of the new iPhone for hurting demand in the September quarter. For any other big company, a 54 per cent increase in profit and a 39 per cent jump in revenue would be enviable. For Apple though, weak sales of its star product - the iPhone - were enough to overshadow everything else when it reported fourth-quarter results.Come 2012 and BMW will be launching the iconicMINI brand in India. MINI will bring their entireproduct line up to India which consists of theMINI Cooper hatchback, the MINI Cooper Coupe,the MINI Countryman, the MINI CooperConvertible, and the MINI Clubman. The price willstart from Rs. 25 lakhs for the MINI range of cars. Czech automaker Skoda is lining up a new compact car Citigo for India, the small car originally planned for Europe. The company has not been able to crack the bigv olume compact car segment in India with the Fabia, and it now plans to launch new products in the lower-end of the market to corner higher numbers and market share.Marquee ethnic wear chain Fabindia has acquiredmajority stake in the UK based women wearretailer EAST. The New Delhi-based Fabindia hasthe option to buy the balance stake and take fullcontrol of the foreign retailer within a year, said atop company executive.19 THE MARKSMAN
  21. 21. TWEETS Apple Incs iCloud service, part of its first product release since the October 5 death of Steve Jobs, may cement the loyalty of millions of consumers lured by Jobss pioneering mobile devices over the past decade. The service will automatically store photos, songs and other files on servers at Apples data centers and sync them with all of a customers gadgets. Dish TVs latest commercial talking about new offers finishes with the line; Itne mein, itna kuch. Kahin bhi pooncho(so much in so less a price. Go and ask anywhere). Which is in direct contrast to the Tata Sky advertisement which says, ask questions.A cold war on the cards?! Over the past week you might have seen a cute blue monster peeping out of television sets, newspapers, hoardings and web pages. Say hi to Bisley, the new friendly neighbourhood mascot for bottled water brand Bisleri which has returned after almost 2 years !OCTOBER 2011 20
  22. 22. BUZZ THE CROSSWORD Clues 8. Mansukhbhai Mahadevbhai Kothari once noticed that some customers at a shopwere Across getting impatient with the time taken to get 1. Which company recently launched this their favourite item. which company did he new mascot? The name of the company can start after this. also be said to be the generic name of the Down product category. 2. This mountain was the inspiration for the 1. Which Bollywood actor had a company logo of which company? named, "Golden Wafers", before he came into 4. Which brand was invented by Alexander the glamour world? Liepa of Montgomery, Ohio for the US Army, 3. Engaging you, Achieving Together, Passion known especially for its packaging. In 2006, it for Innovation, Very Human. Connect this to a released its product with either trivia company whose earlier logo is given. questions or jokes in red or blue ink. 5. To which company would you associate 6. General Purpose Epoxy Compound of this character? Mahindra, was called _________. This 7. The CEO of this company is a civic activist, division was later sold to Pidilite. an art collector, has also authored „Ale and Arty,‟ a coffee table book about brewing beer. Identify the company?7.Biocon 8.Pan parag 1.Boman Irani(down)1.Bisleri and the mascot name is Bisley(across) 2.Toblerone 3.Nokia 4.pringles 5.Pepsi 6.msealAnswers: 21 THE MARKSMAN
  23. 23. CALL FOR ARTICLES NOVEMBER 2011 Articles can be sent on any one of the following topics*: •Will the tablet "Akash" bring the desired change in Tablet landscape & will it have ubiquitous acceptability? •Re positioning of Blackberry from corporate to youth. •Destination branding *Please ensure that there is no plagiarism and all references are clearly mentioned 1. One article can have only one author. 2. Your article should be from 500-600 words and MUST be replete with relevant pictures that can be used to enhance your article. 3. Send in your articles in .doc/.docx format with font size 11 (Arial) to: 4. Subject Line:Your Name_Institute Name_Course Year. 5. Kindly name your file as:Your Name_Topic The best adjudged article will be given a winners certificate. Deadline for submission of the articles: 11:59 PM , 14 November 2011.OCTOBER 2011 22
  24. 24. To subscribe to "The Marksman", Follow the link:- OR drop in a mail/contact us at : Subject line: Subscribe: Your Name_Institute Name_Course Year COVER STORY SPECIAL STORY ITS ALL ABOUT Upveen Tameri Hinal Shah AD-itude ! Tilottama Sanyal SquAreheaD REWIND COVER PAGE Pallavi Srivastava Pallavi Srivastava Vishal Thakkar Tillotama Sanyal TWEETS BUZZ DESIGN Upveen Tameri Sujit Mishra Vishal ThakkarFollow us at: Website: http://interfacesimsr.weebly.com23 THE MARKSMAN
  25. 25. Happy Holidays !