- Team 8 consists of 5 members: Himanshu, Ankita, Shaurya, Divya, and Vishwajeet working in marketing. - The document defines marketing as "the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit" and discusses the latest marketing news from Netflix, Airtel, Paytm, Pepsi, and Adidas. - Adidas plans to launch a mobile app by December to boost online sales and customer engagement through content and loyalty programs.

1. Team – 8
• Himanshu
• Ankita
• Shaurya
• Divya
• Vishwajeet

2. Marketing

3. What is marketing ?
• Dr. Philip Kotler defines marketing as “the science and art of
exploring, creating, and delivering value to satisfy the needs of a
target market at a profit. Marketing identifies unfulfilled needs and
desires. It defines, measures and quantifies the size of the
identified market and the profit potential.

4. Latest
Marketing News

5. Content
• Netflix
• Airtel
• Paytm
• Pepsi
• Adidas

6. Netflix

7. A still from the digital brand film, part of the marketing
campaign online streaming service Netflix has launched in
India, titled Commitment.
To make Netflix experience more enriching globally,
the company is spending $800 million on technology
and development in 2016.

8. The platform’s first-ever digital brand film for India titledCommitment features standup comedian Abish Mathew, who proposes to his lady love over a dinner
date.
Surprised and ecstatic, the girlfriend accepts the proposal when she peeks into ring box to find Mathew’s Netflix Id and password.
The film is part of Netflix’s social campaign #LifeWithoutNetflix, which is being promoted since 21 July.
Before the launch of the brand film, Netflix was promoting the campaign on Twitter tagging social media influencers using #TheNetflixLife. The company
has not divulged the details about the agency behind the campaign.
“The social campaign was created primarily to share with our users the things we love about Netflix and the great stories they can find on our service. We’ve
seen some great engagement so far and look forward to building communities within the Indian audience to help them discover content they will love and
better understand what they want in an entertainment experience,” said a Netflix spokesperson in an emailed response to queries on the campaign.

9. Airtel

10. Airtel has opened its mobile network information to customers through an
interactive online interface.

11. After print ads and YouTube campaigns, Bharti Airtel Ltd has taken its Open Network initiative outdoor.
Initiating the outdoor campaign, India’s largest telecom operator has placed a large interactive touch-screen at a bus shelter in
Delhi’s busy Nehru Place area. The screen lets customers experience Open Network by checking Airtel’s network coverage, signal
strength and telecom tower deployment. After the pilot, the company plans to install similar touch-screens in other metros.
The screen enables customers to view Airtel’s network coverage of any location in India and also raise network issues and drop
leads for new tower locations.
Currently, Open Network, available on a microsite and myAirtel app, also allows customers to report network-related issues. The
outdoor campaign follows high-decibel television and print ads in June

12. Paytm

13. Paytm has launched a Rs50 crore advertising campaign
across TV, print, radio and social media for its mobile payment
app

14. As part of its latest campaign, Paytm has launched a television commercial that showcases a range of categories where
Paytm users can make payments. It shows instances wherein users can pay auto fares, grocery bills and make payments at
petrol pumps through the app. It also shows them sending money to relatives, booking movie tickets and paying for
utilities like electricity biils.
The advertisement highlights the QR (quick response) code scan feature of the mobile app and reflects the adoption of
Paytm across different age-group. A QR code is a machine-readable label that contains information. After scanning the
code, buyers just need to enter the payment amount and approve the payment.
“With this television commercial, we aim to highlight the range of categories and functionalities that Paytm brings to our
users and how they can leverage it in their daily life. We have also ensured consistency and continuity with our previous
advertising campaign, and taken it to the next level,” said Shankar Nath, senior vice-president, Paytm.
The company is one of the 11 recipients which has received payments bank licence. It plans to start the bank with an
initial capital of Rs.300 crore and will launch the business before November

15. Pepsi

16. PepsiCo introduced Mountain Dew Game Fuel with
a nine-week gaming championship

17. Last month, PepsiCo Inc. launched Mountain Dew Game Fuel, a variant of its carbonated soft drink brand, without the usual big budget
advertising and promotional campaigns. Instead, it rolled out the product with a nine-week gaming championship. The winners of the gaming
contest, which involves playing games on Microsoft’s gaming consoles, will have their profiles, including pictures, on the bottles of Mountain Dew
Game Fuel bottles.
The campaign of the gaming championship is also running on television and digital media.
“Today, it’s all about experience. While traditional advertising is needed for brand building, what makes more sense is to engage directly with real
consumers on ground. Start with the consumers, start from the shelves,” said Vipul Prakash, vice-president (beverages), PepsiCo India Holdings
Pvt. Ltd.
PepsiCo adopted a similar strategy for its snack brand Kurkure. In May, PepsiCo extended Kurkure—a salted corn puff brand present in India
since 1999—to other salted Indian snacks such as navratan mix, Punjabi Chatka, chiwda mix and alu bhujia. As part of the launch, PepsiCo hit the
railway tracks with Kurkure Family Express, a train that travelled across 14 states for eight days. It took 40 families for the journey, picked from
more than 1,000 entries. The train was designed with artwork based on consumers’ feedback on their “love for Kurkure

18. Adidas

19. Adidas’s move is significant as it may be a harbinger of increasing fragmentation
in online shopping for fashion over the next few years
Adidas’s push towards strengthening its online presence is part of the
efforts by brands and offline retailers to adopt a so-called omni-channel
strategy

20. Adidas Group India is planning to launch a mobile app for shopping by December, primarily to drive customer
engagement through content and loyalty programmes, and boost its online sales.
The move is significant as it may be a harbinger of increasing fragmentation in online retail for fashion over the next
few years. At present, most brands, including Adidas, do not have independent shopping apps and are available on
online fashion portals, such as Myntra and Jabong, and marketplaces like Flipkart and Amazon, among others.
Adidas’s push towards strengthening its online presence is part of the efforts by brands and offline retailers to adopt a
so-called omni-channel strategy, where customers have access to products across physical stores, on their mobile
phones and on websites.
“Our engagement with consumers do not end in incremental sales or how many omni-channel stores are rolled out.
Shopping is just a small fraction. For engaging, we are planning an app and rewards programme for loyal customers to
increase their engagement with the brand