The 4th issue of the 1st volume of Magma. This issue covers The phenomenon that is Angry Birds, Business News, Top 10 mistakes that marketers make while rebranding, Sensory Branding, Business below the line.

1. Volume 1, Issue 4
Sydenham Institute of Management Studies, Research and Entrepreneurship Education
o
the phenomenon that is
The Finnish game studio, Rovio has, through innovative marketing, converted this simple game into an international phenomenon
Sydenham Institute of Management Studies, Research and Entrepreneurship Education
Volume 1, Issue 4
MAGMA MAGazine of MArketing An initiative by the SIMSREE Marketing Forum

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In the video, flight engineer Don Pettit explains the properties of physics in space by using Angry Birds characters as props. At one point, Pettit fires a red bird down a space station corridor using a makeshift slingshot.
"Games are fun and entertaining, but they also can be inspirational and informative."
David Weaver, a NASA spokesperson called the collaboration with Rovio and Angry Birds "an exciting way to get people engaged with NASA's missions of exploration and discovery, and get students energized about future careers in science and technology."
Peter Vesterbacka, Rovio's chief marketing officer, said the company wanted to create something "unique" for the game launch. "NASA has been the perfect partner for our Angry Birds Space program, and we can't wait to work with them on creating more compelling educational experiences."
Rovio said Angry Birds Space features 60 initial levels, new characters and familiar gameplay but with a "unique twist in a variable gravity environment."
"From the weightlessness of space to the gravity wells of nearby planets, fans can have fun with physics as they try out new gameplay possibilities," he said.
Volume 1, Issue 4
“We’re seeing all of this in a weightless environment, which is what Angry Birds Space will look like, with gravitational fields from planetary bodies”
Don Petit, NASA Astronaut
““NASA wants to educate about all things space, and they think this is a great tie-in with a game that shows off gravity in space”
Saara Bergstrom, Rovio
If you are amongst the people who think you’ve played enough Angry Birds and its getting boring then here comes the surprise news for you. Rovio Mobile, the creator of Angry Birds just unveiled the next version of the game called Angry Birds Space.
Rovio's Angry Birds are taking their battle against the egg-stealing pigs into space and NASA is giving them a boost. The game, which will be available for download on March 22, was launched in collaboration with the US space agency and NASA posted a video online from a US astronaut aboard the International Space Station.
View the video at: http://www.angrybirds.com/space

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NEWS
NTT DoCoMo, who had an option to raise their stake in their JV with TATA Teleservices, TATA DoCoMo from 26% to 35%, has decided to forego the offer. This decision has come in the wake of the supreme court judgement which cancelled 3 licences of TATA Teleservices in India. This might be a sign of international players winding up or intending to wind up their operations in India
French President Nicolas Sarkozy said today he wanted the EU to introduce a "Buy European Act" based on a US law that obliges the state to use domestically- produced products in public contracts. This act is sure to severely hit the demand for imported products in the EU
Shoemaker Nike has come out with a revolutionary new product known as flyknit, which unlike tradional shoes is not sewn together, but made from synthetic yarn ingeniously woven together by a knitting machine. Not only does the material make the shoe ultralight and comfortable, but thanks to improved manufacturing technology, it also saves greately on materials, labour and cost reducin the overall price by almost 40%

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Top 10 mistakes that marketers make while rebranding
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Deliver on your promise
Recently, British Petroleum had gone through a marketing exercise with the tag line: “Beyond Petroleum”. However, when questioned by a shareholder at an AGM, it was known that non-hydrocarbon revenues contribute toward less than 1% of its revenues and that that there were no major conscious efforts on behalf of the organization to increase this share
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Feedback
When going through a rebranding process, make sure to involve your target audience in the decision process by taking timely feedback from them at all steps of the transition process
Involve the employees
Be sure to involve your employees in every step of the rebranding exercise. They should not feel that it is a decision forced on them by the top management. After all, your employees are the main point of contact of your organization with the world and they represent the face of the organization
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Short Sightedness
Don’t be short-sighted when rebranding your organization and/or its products. Keep a long term perspective in mind when undergoing any rebranding exercise, because rebranding is an expensive undertaking and whatever changes you do to the brand are going to be around for a long, long time

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Research
This is a very obvious one, but missed by many a big league companies. Research, research, research ... Do not assume anything. And more importantly, research BEFORE you begin your implementation.
Repositioning without any change
There comes a time in every company/products’ life cycle when, the organization believes that the product has reached a level of maturity and saturation within its current segment and they wish to reposition their product. However, repositioning your product without making any change in your offering is a recipe for failure
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Don’t communicate the logo
Any rebranding exercise should focus less on communicating the logo and more on conveying to the stakeholders and the consumers on the story of how the business, on a whole, has changed.
An excellent example is Hero motcorp, when they came out with the campaign “Hum mein hai hero”, they didn’t communicate just the logo, but the entire story of the company had changed and how it was poised to deliver increased value to its customers.
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It’s not just the logo
This is a big mistake done by many brands. Many marketers believe that a rebranding is just a change in the logo. The logo, although an important part, is still just part of the process. A case in point is the recent “rebranding” undergone by GAP stores. The only thing to change was the logo. All the underlying business remained unchanged.
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Inability to leverage the existing brand equity
This is the most expensive mistake made by marketers. When you rebrand, it is very important to take a look at the existing brand and the equity it would have gathered. Make sure you can carry forward that brand equity into the new brand. If you are unable to do so, everything you have done to build the brand the first time around will have just gone down the sink.
A case in point would be Tropicana fruit juices. The Pepsi Co owned brand, recently underwent rebranding wherein they introduced a new “modern” packaging. The “fresh and natural” image that it had built up in the customers’ minds was now out of the window. The brand lost all of its recognition and image. Admist a lot of negative feedback, Pepsi Co was finally forced to rollback its new design and continue with its older image.
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Keep customers perception in mind
This is the most common mistake done by marketers while rebranding their products or services. ALWAYS keep the customers perspective in mind while undergoing any kind of rebranding exercise.
Always remember: Legalities aside, the brand resides in the mind of your customer. They OWN it.
This article was inspired by and based on a section in ET Now about rebranding. Watch the entire news report at: http://goo.gl/whgEp

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Sensory Branding - By Sunil Mehta, SIMSREE
Humans Beings can be classified in three categories first are Audiles who Listen and learn, second Being Visuals who Read / Observe and learn and third are Kino’s who learns by Body Movements and Touch. Sensory branding is the process of marketing that appeal to all the senses in relation to the brand. Unlike Mass Advertisement, It can Influence Audiles, Visuals and Kino’s together. It uses the senses to relate with customers on an emotional level. It is used in retail design, magazines, showrooms, trade- fair booths, service centers, and corporate headquarters. It also helps in Direct and Viral Marketing as well proved to be most effective in Human Commercials.
The main use for sensory branding is to appeal to the consumer’s senses. It is also used to understand the emotions and experiences of the consumer when being drawn to, purchasing or using the product penetrate and dominate market share, increase profitability and to ensure initial and repeat purchases. Sensory Branding is used to create an atmosphere that encourages the customer to pay money and can be influenced by sight, noise, touch, taste and smell. Best Example for this is the retail shopkeepers trying to influence our Buying Behavior by observing our senses i.e. sometimes our eye movement tell them which product we like the most and they will stress on that and flatter us and we end up buying that product.
Unlike Many Businesses who don’t even make an attempt to get beyond visual appeal, Retail environments like supermarkets, coffee and tea shops, restaurants, etc. are clearly well-positioned to appeal to all five senses. In retail, storeowners and retail designers are concerned with success of marketing strategies driven by customers’ desire, perception and satisfaction.
In Recent times, Marketers uses Sensory Branding to appeal to all the senses because more the senses appealed, the more effective the branding will be thus, creating Retail Experience among the customers. Marketers use sensory branding to emotionally stimulate the customer. The strategy is based on the idea that a customer whose senses are fully engaged will stay longer and buy more. It is also helpful in B2B and B2C’s. It also gives personal attention and touch to customers thus, making it an important tool for marketers and Merchandisers.
Touch points

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Sight: Open store layouts to allow viewing other departments. Well lit, very attractive displays of produce. Customers can see Salesman, bakers, butchers, Shopkeeper etc. at work.
Touch: Placing products in close proximity to the shopper with no barriers to allow handling.
Sound: Fishmongers, bakes, and butchers are encouraged to be noisy in hawking their wares. In Malls, Salesperson gives Advice / Suggestion / Help Continuously.
Smell: Aromatic products are out in the open. In addition, “designed” scents are pumped into the air ducts.
Taste: Product sampling is encouraged by staff, and easy access is provided.
Sensory Branding in a gist

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Advantages of BTL marketing Low wastage and high effectiveness BTL is a low-cost method of reaching out to niche target groups, preventing the overflow that is typically associated with mass media. Events and activations also serve as high-impact methods of advertising products, as compared to Above The Line (ATL), as they engage consumers through techniques such as product trials and brand experiences. Events involve relatively low absolute investments and increased flexibility to adjust scale. Increased brand recall BTL makes consumers integral to advertisements and drives the message home strongly. As such, it ensures high brand recall, since it acts as a frequency builder and enhances brand visibility. More effective than ATL in rural areas: BTL has the ability to penetrate rural markets, where the penetration of traditional mass media is low. BTL also offers a more effective way in which to communicate with emerging users from small cities and towns, as it helps educate first-time users. Competitive advantage BTL activities hold significant scope for innovation in brand communication and for unique positioning vis-à-vis competition. Vodafone’s man-of-the-match contest and the Dove Shampoo mall activation are some examples of innovative concepts used to differentiate brands. Rise in requirements of experiential marketing BTL activities are highly suited for product launches and concept testing for consumers, as well as for the increasing number of complex and luxury products, which need lengthy and skilled sales interaction. Digital media and technology spurring the growth of BTL media With the growing penetration of the internet and the mobile platforms, marketers across industries and verticals are focusing on the digital media to drive brand engagement. In 2010, Pepsi Co. planned to spend 8 per cent of its overall advertising and promotional spend on BTL media such as digital and in-store activities. The company intends to increase this spend in the near future.
Business below the Line
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BTL advertising refers to one-to-one communication — including on- ground and online activities — that is directly focused on the target audience. It consists of events like roadshows, placing stalls in malls, participating in exhibitions, undergoing door to door selling, test marketing, in-house public awareness campaigns and many more.
Marketing budget constraints during the recent economic slowdown led marketers to seek avenues apart from the mass media to connect with their target markets. The importance of BTL marketing has grown because of its ability to reach the core target audience and the high degree of influence this channel offers through personal interaction and the customization of engagement and product trials, which have a direct impact on sales as well as an indirect impact on brand perception.

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Volume 01, Issue 04
Road shows like this one by Suzuki are an excellent way of showcasing your products to the consumers
Experience zones like this one created by Samsung in a local mall allow customers to touch and experience the product before they buy it
Unconventional public events like this one conducted by Nokia to announce the launch of their Lumia line of cell phones are a sure-fire way of drawing huge crowds
We’re taking a break !
With the exams around the corner and summer internships lined up, we’ve decided to go on a hiatus. There will be no issue of MAGMA in the coming month. Instead, look forward to a bumper issue in May. But, you are all welcome to send in your contributions to : simsree.marketing.forum@gmail.com
Best of luck for your exams !!
Sydenham Institute of Management Studies, Research and Entrepreneurship Education