Marksman July 2017

JULY EDITION
Dear Readers,
It gives us great pleasure to bring to you another interesting issue of our very beloved
Marksman. We have curated for you a broad spectrum of interesting articles that should
enhance your understanding of marketing.
For this edition, our cover story is “Point of View Marketing”. Point of View Marketing is
the adoption of communication strategy. It highlights what your company, brand or
product stands for. The special story “Chatbot Marketing” focuses on the transformation
from desktop to Smartphone for brand promotion.
We would like to congratulate this month’s call for article winners, VIKASH KUMAR
VERMA from IIM Bodhgaya and MOHAN KRISHNA KANTH from IIM
Bodhgaya , whose articles have been featured in this issue. For the remaining entries,
we would like to thank you all for your incredible response and encourage you all to
keep writing to us with great enthusiasm.
We’d also like to hear back from our esteemed readers on how you find this issue. Your
feedback is valuable for us! It helps us to improve our magazine.
Enjoy Reading!
Stay with us on www.interfacesimsr.com/index.php/marksman
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Tweets 01
It’s All About Ad-itude 03
Marketing Faux Pas 05
Cover Story 07
Special Story 12
Pioneer 16
Hall-Mark Campaign 18
Brand Markive 20
Bookworm 22
Kickstart 23
Featured Article 24
Square Head 30
Buzz 31
INDEX

MARKSMAN JULY EDITION
1
TWEETS
Similar initiatives taken earlier
like ‘daagacchehai’ helped in
changing the perception of
people towards kids who got
their clothes dirty while playing.
This tweet campaign and ad by
roof afza will hopefully inspire
people to be greedy in a
positive manner. This is indeed a
motivational initiative. Initially
an ad this twitter campaign is
now viral and people are
associating well with the
hashtag.
“Greed is
good. It’s
good if we
are greedy
for doing
something
good,
creative
and
innovative.”
#LalachEkKalaHai-
Tweet Campaign by
RoohAfza
#GOGREEDY – Greed is an art
(LalachEk Kala Hai): Beautiful
Hamdard Roohafza Ad will
inspire you to Dream and achieve
big in life.
Greed is good. It’s good if we are
greedy for doing something
good, creative and innovative.
Until you are greedy or
passionate about something then
you are not going to achieve that.
- URVASHREE BORAH

MARKSMAN
2
# Nice Bot – Champions against Bullying
Cyber bullying has become depressingly prevalent in the modern
age. Champions Against Bullying (CAB) states if something mean or
cruel is posted toTwitter every 60 seconds.
Their response was to create The Nice Bot, a bot with a difference.
Often, bots are spam creations that only serve to annoy users.
CAB instead created a bot that would only tweet positive
messages.
Partnering with Twitter, CAB created a spambot that will eventually
tweet one nice message to every single user on Twitter. Over 300
million messages will be sent, at a rate of one every 30 seconds.
In addition to the Twitter component, actual 3D printed NiceBots
have been sent to a number of celebrity influencers who have
taken public stands against cyber bullying. Each NiceBot is powered
by a Raspberry Pi and equipped with a 4G connection and an LCD
screen in the chest, and will live-tweet the nice messages as they
go out in real time on Twitter.
“Partnering
withTwitter,
CAB created
a spambot
that will
eventually
tweet one
nice message
to every
single user
onTwitter.
”
TWEETS
JULY EDITION

MARKSMAN
3
IT’S ALL ABOUT AD-ITUDE
fast and her husband showers her
love to her by fasting along and
gifting a pair of gold bangle. It
celebrates the love between the
couple and how they propose to
grow old together. Tanishq has
always played in the safe zone and
have been very specific about its
target audience. This time too, it
shows how a piece of jewellery
gifted by your loved ones is an
unexplainable feeling. This ad made
by MullenLowe Lintas Group leaves
you with a smile on the face in the
end.
“Tanishq
has always
played in
the safe
zone and
have been
very
specific
about its
target
audience.”
TELEVISION AD
Tanishq “Teej Film”
How would you make an ad
have the maximum recall value?
Put an Indian touch to it, add
simplicity and human touch and
sprinkle it with emotions. It has
worked in past and will no
doubt work today as well.
Tanishq has come up with new
jewellery collection “Shringaar”
and has put up the perfect blend
of all the three factors to make
it suit the Indian taste. With
“teej” festival near approaching,
they have depicted a clichéd
story with an old couple. The
woman decides to keep the teej
-SHRUTI SHARMA
JULY EDITION

MARKSMAN
4
“The
agency
Addiction
Brand
Positioning
has come
up with a
decent
enough
print ad
stating the
issue we
are
facing..”
PRINT AD:
WORLD POPULATION DAY
Years and years have passed by talking about this so called and never
taken for serious concern of increasing population. The last time data
was checked, we were at the count of 7.6 billion of people existing
around the world. To create awareness about this, 11th day of July has
been dedicated to the cause. The agency Addiction Brand Positioning
has come up with a decent enough print ad stating the issue we are
facing. With a simple message that the ad conveys, it’s talks all about the
increasing population which is a growing concern. with a hope of
making an impact on people , this ad is an easy grasp to keep a check
on the growing population.
AD-ITUDE
JULY EDITION

MARKSMAN
5
FAUX PAS
“Their
main focus
was on the
millennial
but due to
the intense
social
media
criticism,
Pepsi pulled
the ad.
!”
Ironically, the most appreciated
and the most criticized campaign
had a lot in common, but one of
them faltered and another
soared! The recent Pepsi ad
starred by Kendall Jenner depicts
the brand as a cultural unifying
force, wherein Jenner quells the
protest tension by offering a can
of Pepsi to the Police officer.
In the ad, the celebrity is seen
posing for a photo shoot while a
protest marches by. She takes out
the wig, grabs a can of Pepsi and
join the protest.
-CHUMITALUKDAR
Jenner moves to the front and
gives the can to the officer, who
drinks as the crowd cheers.
The description below the ad on
the YouTube channel states, "A
short film about the moments
when we decide to let go,
choose to act, follow our
passion and nothing holds us
back."
Their main focus was on the
millennial but due to the intense
social media criticism, Pepsi
pulled the ad.
JULY EDITION

MARKSMAN
6
“If the
world can't
look
beyond the
color of the
skin in the
twenty-first
century
then it’s a
matter of
concern for
everyone.“
Dove Body-positive packaging
Dove has long put the body positivity as their main focus with its
messaging through the now fifteen-year-old, “Real beauty” campaign,
the packaging of the body wash shows a huge misstep of the brand.
This decision totally backfired and the most concerning part for Dove
is that the social media backlash doesn’t include the usual snarky
cynicism, but also many calling the brand out of originality and that
they are exploiting insecurities to sell their product, which is totally
opposite of their intended goal. Much of the criticisms were for the
bottles of body wash compared to body shape and were considered
unflattering or ridiculous regardless of body shape.
"Re: the Dove thing, of course a company selling products to make
you feel body positive wants you to be self-conscious," tweeted one
user in a post that now appears to be deleted.
The brand of Unilever finally joins the new trend of well-meaning and
socially favourable campaign that has been accepted because of the
tone deafness and the social media fiasco just like the Pepsi’s Kendall
Jenner ad.
FAUX PAS
JULY EDITION

MARKSMAN
7
COVER STORY
The key components of a strong point of view include-
•why a particular brand or company exists
•it’s beliefs, passion and values
•it’s take on market trends
•it’s customer mandate
Looking around the world of marketing, we find numerous instances
of POV, and how it has transformed over the years. How else would
you explain that the advertisement like these that were once
acceptable till 1950’s are now replaced with content and visuals that
beguile your minds and hearts. One such example being #LikeAGirl
Female hygiene brands have also redefined the way we discern female
gender. The American beer brand Budweiser following the same trend
is supporting the equal pay cause. Dove’s “Beauty on Your Own
Terms” and Secret’s “StressTest” ads reflect brands taking their own
“Point of
View
Marketing
is the
communica
tion
strategy
you adopt
that
highlights
what your
company,
brand or
product
stands for.
”
Point ofView(POV) Marketing
A famous columnist in the field of fashion – Diana Vreeland once said,
“Most people haven’t got a point of view; they need to have it given to
them – and what’s more, they expect it from you.” There is a great
learning hidden in this message for all the budding marketers as they
strive to differentiate their brands and products, to achieve relevance
and finally find a suitable place in the customers’ heart.
Defined in one line, Point of View Marketing is the communication
strategy you adopt that highlights what your company, brand or
product stands for. It’s a stance; the way your brand looks at the
world, your values and beliefs, your lifestyle and your unique
perspective. This perspective when shared with the communities you
serve, amplifies your value, position and strategy. It forms the core of
your brand. It becomes a reflection of not only the customer
environment but also a projection of market trends.
- SAURABH SHARMA
JULY EDITION

MARKSMAN
8
COVER STORY
invest in their communities deserve loyalty.
KanyiMaquebela, a partner at Collaborative Fund, believes that
values are a competitive weapon for the brands giving them a
definite competitive advantage. With the amount of content getting
published on the web rising at a tremendous rate, it’s getting
tougher to stand out and be heard, but a point of view can
definitely help in this regard.
In today’s scenario, it’s no longer about the utility of the things we
buy; it’s about how the things make us feel, how we think we’ll be
perceived by others once we have a particular brand and how we
align with the makers view point of the world . As design
anthropologist DoriTunstall rightly says,“We almost always use
“Looking
around the
world of
marketing,
we find
numerous
instances
of POV,
and how it
has
transforme
d over the
years. !”
COVER STORY
JULY EDITION
stance and mirroring society’s changing attitude towards women
as a whole.
Further solidifying the claim that POV marketing does in fact
matter for any brand are some interesting statistics. 64 percent of
consumers with a brand relationship say that shared values are
the reason why have chosen to engage with a particular brand.
This is by far the biggest reason cited for the same. Millennials are
not far behind in voicing their opinion. 87 percent of Millennials
say that they appreciate when companies make it clear what
values they stand for, and 81 percent say that companies which

MARKSMAN
9
In today’s
scenario,it’s
no longer
about the
utility of the
things we
buy; it’s
about how
the things
make us feel
things to identify ourselves and to identify others.” They become a
part of our identity.
Most of what we share on the social media falls under this
category. Various ads and videos getting viral on social media are
due to the chord which they strike with the audience and makes
people want to share them.
The next question arises how does one market keeping the POV
of the audiences as the main essence. While there are no
established procedures for the same, a few tips can definitely help
you succeed.
1.Identify yourValues
First and foremost, you have to know what you stand for. It can be
anything, but has to come from within. It is also a hard part as no
one –your investors, your customers and your community- can do
it for you. But you can always find some great resources on
defining your company’s culture and values.
Values will be the guiding light towards your point of view, just as
Patagonia’s value of environmentalism guided them towards the
point of view campaign on reducing consumption:
The more the message fits with the overall brand values, the better
the chances of it sticking with the target audience and not getting
lost in the clutter.
2.Back up with Action
Values are something that has to be beyond the company’s mission
statement, they have to be lived every day.
For example, marketing to women isn’t as simple as making your
product pink and charging a premium. You have to connect
psychologically. In Dove’s ground-breaking campaign for Real
Beauty, they partnered with the likes of Girl Scouts, Boys & Girls
Clubs of America and Girls Inc. to organize discussions about
COVER STORY
JULY EDITION

MARKSMAN
10
The more
the
message
fits with
the overall
brand
values, the
better the
chances of
it sticking
with the
target
audience
and not
getting lost
in the
clutter.
COVER STORY
online bullying as well as photography projects which capture the
beauty girls see in the world surrounding them.
3.Involve your Customers
The best form of point of view marketing is the one which, apart from
reflecting the truth, resonates with the customer mind-set. Sharing
your mission statement with the audience and asking their feedback
can be one such measure. It’s a way of saying that you are listening to
your customer. Their feedback is an opportunity to better your brand
products and services. A two-way conversation with the customers is
an asset for the organization, rewarding it with valuable inputs in the
form of feedback. Timely and honest response to their queries can
win you advocates for life.
4.Face your Fear
This is the scary part. The thing about having an opinion is that not
everyone around you will like it. It is bound for criticism by people as
much as it is likely to be appreciated by them. Some will say you went
too far while some might say you missed the trick. It’s a vulnerable
place to be. The key here is not to be bogged down by fears but face
them. You should always remember that if you’re willing to go all out
for what you believe in, you are likely to find an audience who not
only feels the same but wants to stand with you.
5.Tap a Community
The whole point of having a POV is to tap the community at large.
Who all are in the conversation and how can you connect them? One
JULY EDITION

MARKSMAN
11
COVER STORY
Anybody
who has
heard the
story or
read the
autobiogra
phy of late
Steve Jobs
can say for
sure that
this man
always had
a strong
point of
view.
COVER STORY
method to do this is by creating conversation and how can you
connect them? One method to do this is by creating content that
taps into the larger conversation which the customers are
interested in. For example, Apple can create content on tech-
concerns people might be facing. The content shouldn’t be focused
on pushing your company’s products; it should probably not even
mention them. Instead, it should focus on developing a strong POV
that your consumers will find engaging, interesting, illuminating,
valuable as well as inspiring.
Let us now have a look at some of the companies that have championed this art of
developing a successful and emphatic POV:
1.Patagonia
A well-known outdoor clothing and gear brand- Patagonia has always maintained its
point of view about organizational responsibility and environmental friendliness. By
adopting fair labour practices, safe and sustainable working conditions and well written
position statements; they have successfully connected with like-minded high-income
customers. Also, their eco-friendly and ethical POV has helped them garner funds for a
variety of outdoor events as well as various other environmental works.
2.Apple
Anybody who has heard the story or read the autobiography of late Steve Jobs can say
for sure that this man always had a strong point of view. And this reflected in his
brand- Apple. It was his differentiating belief that “It’s not the customer’s job to know
what he wants.” He envisioned that the customers are looking for a unique, sleek,
stylish and intelligent product and he was right. This unique blend of art and
technology which reflected in all of Apple’s products from iPods, Iphones to ipads and
macbooks struck the right chord with the customers creating a community of
worldwide brand loyalists.
POV is not like mass content creation; it’s a special way of communicating as well
engaging your customers. It can not only draw new customers in, but also cause
existing customers to remain loyal for the years to come.
JULY EDITION

MARKSMAN
12
SPECIAL STORY
Every marketing channel suffers
from fatigue at some point in
time, especially if it has been
something that’s become a
source of success for a couple
of major blue chip corporates.
That is when everyone in the
same business landscape
incorporates that very
communication strategy in
their own business models. It
could be due to an increase in
competition, rising costs of
competing or hitting a ceiling of
volume, every business will face
the challenge of seeing
diminishing returns on a once
high-performing channel for
them. Firms are bound to come
across such challenges many
times, and hence it’s imperative
for them to adopt new
channels that have potential at
an early stage to reap the
rewards. Consider the video
ads within YouTube as an
example. We're currently at a
point where video ads are
reaching their peak, cost is still
relatively low and engagement
is high, but, like with most ad
platforms, increased
competition will drive up those
prices and make it less and less
viable for smaller companies
(and larger ones) to invest in it.
-Devarshi Sil
CHATBOT MARKETING
These very instances get us to
believe that we are yet again on
the verge of having a new
technological breakthrough in the
marketing world. Bots, the
marketing version of drones, have
not yet been perfected, but they
are already disrupting the
interaction between consumers
and brands. Although bots are not
new to the marketing world, the
backbone of the technology on
which they are based has
improved significantly, giving them
natural language capabilities that
haven’t been experienced before.
With this in mind, marketers are
required to act fast to ensure they
remain one step ahead of
competitors. But then why Bot
marketing?
“. Bots, the
marketing
version of
drones, have
not yet been
perfected,
but they are
already
disrupting
the
interaction
between
consumers
and brands.”
JULY EDITION

MARKSMAN
Well, reports and research suggest that about 51% of customers expect a business to
be available to answer their questions 24/7 and over 49% would rather contact a
business through messaging rather than on the phone. That is how used to we have
become to text messaging on all the messaging platforms, that the very phenomena of
getting your queries being resolved using a simple text interaction seems to be the
perfect solution. Consumers don’t want to be put on hold for hours and so, businesses
are attempting to incorporate these easy forms of communication into their marketing
strategies and many organizations are now leveraging this aspect to communicate easily
with their clientele.
By incorporating bots into your marketing strategy, organizations can satisfy their
consumer’s demand for instant gratification since, Bots are now available 24 hours a day,
7 days a week to answer any inquiries, and your consumers will see that you are
attentive, and always there to help them with their queries. Although you should make
sure your customers know they are talking to a bot, they are now able to respond to
people with a level of empathy, making them more human-like. Also, these bots are
programmed on highly specialized Artificial Intelligence and machine learning algorithms,
thus enabling them to learn more about each customer with time and frequency of
interactions. This directly impacts the kind of suggestions that the bots provide by
customizing the results for every user. These bots can monitor consumer data while
tracking behaviour to enhance future marketing endeavours, a task humans find
overwhelming.
SPECIAL STORY
13
“These
bots can
monitor
consumer
data while
tracking
behaviour
to enhance
future
marketing
endeavours
”
JULY EDITION

MARKSMAN
This data is essential to
improving regular problems
customers encounter, such as
finding a specific product or
service. People who have to
stay on hold to speak to a
company, more often than not,
leave. Bots can cut out the
waiting time, giving your
customers the attention they
deserve and with time, tailoring
to their specific interests and
wants. Data gathered like
customer shopping trends and
their frequency of visits also
allows marketers to make
amendments to their strategies
according to consumer needs
and desires, thereby
personalizing a consumer’s
shopping experience and
enhancing the overall
interactions between you and
your audience.
Loads of brands like Dominos,
Uber, Sephora and more are now
using Chatbots to interact with
their customers and drive
engagement. They’re becoming an
incredibly powerful marketing tool,
but only for brands that know
how to use them.
Small business owners are usually
short on free time. So while
they’re busy closing deals,
managing their teams, and
performing various other
entrepreneurial tasks, it is always
difficult to give the customers the
attention they need. This is where
Chatbots come to the rescue for
small and medium sized
businesses.TheChatbot technology
hypothetically allows you to clone
yourself when it comes to
marketing and can get pretty close
to allowing you to be in multiple
places at once.
SPECIAL STORY
14
“Loads of
brands like
Dominos,
Uber,
Sephora and
more are
now using
Chatbots to
interact with
their
customers
and drive
engagement.
”
JULY EDITION

MARKSMAN
“Not just
that, it
learns and
remembers
the
customer’s
taste and
recommen
ds clothing
and apparel
to them
automatica
lly upon
their next
visit. ”
H&M is one such brand that has
used this concept to its very
advantage. When customers
interact with the company’s bot,
they’re quizzed about the style
of clothing they prefer. Once the
bot has collected sufficient
information, it can make
recommendations that are
tailored to the customers’ tastes.
Not just that, it learns and
remembers the customer’s taste
and recommends clothing and
apparel to them automatically
upon their next visit. Depending
on the types of products and
services you offer, firms can use
a Chabot in a similar fashion.
These bots can sell your
products for you, and because
they’re online 24/7, they can
actually make feel good on the
Phrase “make money while you
sleep. Payment processing is
another aspect that Chatbots now
a days are proficient in handling. All
you need to do is synchronize
your card details with the bot, and
ask it to purchase a movie ticket,
book a cab, pay for your shopping,
book an appointment with the
doctor, order a pizza etc. Basically,
everything that customers do on
their smartphones using multiple
apps, can simply be substituted by
a single bot platform that takes
care of all your needs. All such
instances and developments
indicate that Chatbots truly have
the potential to become the ‘next
big thing’ when businesses invest
sufficiently in this technology and
when more prominent chat
platforms join the party.
SPECIAL STORY
15
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MARKSMAN
PIONEER
“During his
internship
at a
jewellery
company,
Nova
Styling's, he
admitted
that he
learned the
most
important
aspect of
marketing-
“TO SELL”.
Innovator, entrepreneur, evangelist, marketer!! These are just a few
words to describe Guy Kawasaki. He lives up to the literal meaning
of the word Evangelist which means “bringing the good news” to
whichever organisation he has been associated with, be it for
Macintosh, or currently the good news for Canva the online graphics
design firm. He has a history of aligning himself with companies and
causes that empower people, foster democracy, and make the world
a meritocracy.
Born on August 30, 1954 in Honolulu, Hawaii, he did his schooling
from Lolani School. He credits his writing career to his English
teacher, Harold Keables, who taught him “the art of writing is
editing”. Following that mantra he is the author 13 books today with
his book being New York Times and Wall Street Journal bestsellers.
Kawasaki graduated from Stanford University in the year 1976 with a
degree in psychology. He quit law school soon after just few weeks
as he realised he hated law school. In 1977, he did his MBA from
UCLA Anderson School of Management. During his internship at a
jewellery company, Nova Stylings, he admitted that he learned the
most important aspect of marketing-“TO SELL”.
GUY KAWASAKI
16
-ABHISHEK BHARDWAJ
JULY EDITION

MARKSMAN
“He
became the
chief
Evangelist
of Canva,a
free
graphic
design
website for
professiona
ls and
beginners. ”
He began his career at Apple in the year 1983 where he worked as
Apple’s chief evangelist for four years. In 1987, he was hired by
ACIUS, the U.S subsidiary of the French company, who published an
Apple database software system called 4th Dimension. He quit his
job in 1989 to focus on his writing and speaking career and wrote
columns which featured in Forbes and MacUser magazines. He also
went on to find his own company FogCity software. He returned to
Apple in the year 1995. He was also the co-founder of Garage
Technology Ventures, a venture capital firm which invested in firms
like Pandora Radio, Tripwire, The Motley Fool and D light design. He
then went to find two more companies-Truemors ans Alltop.
He joined Google in March 2013 as an advisor to Motorola where
his job was to create a mobile community which we all know as
Google+. He became the chief Evangelist of Canva, a free graphic
design website for professionals and beginners. He later joined the
Wikimedia Foundation on March 24, 2015 as the foundation’s board
of trustees. He left his job there in December 2016 .On April 25,
2017, Jimmy Wales’ WikiTribune mentioned him as an adviser. In
addition to all this he is also a speaker, Mercedes Benz ambassador,
and executive fellow at Hass School of Business, UC Berkeley.
PIONEER
17
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MARKSMAN
Hall-MARK CAMPAIGN
“The
daunting
task of
public
engagemen
t and buzz
creation
was handed
over to Leo
Burnett
advertising
firm. ”
RE-DEFININGTHE ART OF STORYTELLING
If there was a choice between a museum and an amusement park, it
would be the fun-filled and adventurous amusement park that would
triumph each time as an ideal picnic destination for both kids as well
as grown-up. And this is the dilemma all the museums despite being a
country’s pride, face when wanting to be crowd pullers. In spite of
being a huge treasure trove for historic knowledge, low entry fees and
an ideal spot learning in the most engaging way, they feebly attract the
selected few.
It is recently the Chicago's Field Museum who decided to break its
image as a monotonous museum and revive the public interest. The
daunting task of public engagement and buzz creation was handed
over to Leo Burnett advertising firm. They came up with the most
novel idea of breaking the museum stereotype and bringing the crowd
back. Instead of reading the boring placards put on display below the
relics, the advertising firm opted for auditory engagement. At
Chicago’s Field Museum of Natural History, many of the exhibits at
display will soon tell their own stories using local voices i.e. voice
recording of the people from the community.
-SUHITA PANT
18
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MARKSMAN
19
“This is
one of a
kind
initiative
which
appeals
and
excites not
only local
people but
general
public at
large.”
The advertising agency wrote more than 100 short scripts, each a
paragraph or two long, aimed to capture the “voice” of various plants,
animals and minerals in the museum’s permanent collection at display.
The write-ups combine both history and humour. For example, the
Brachiosaurus dinosaur bemoans its weight while also discussing the
contributions of famous palaeontologist Elmer Riggs. Almost everyday
people from around Chicago are invited to record the first-person
monologues in a special pop-up audio booth that is traveling around
the city this summer season. Ultimately, the best voiceovers selected
by museum authority will be accessible via Smartphone for Field
visitors to enjoy on audio tours. This is one of a kind initiative which
appeals and excites not only local people but general public at large.
The other museums as well as other cultural markets are also
catching up and this move has put Chicago museum at front end by
effectively meeting evolving tastes and expectations of people who are
increasingly witnessing dwindling attention and interest spans. People
have been totally engrossed in this city wide campaign and have been
liberties with the material and opened their creative sides and
unleashing their hidden actors!
Hall-MARK CAMPAIGN
JULY EDITION

MARKSMAN
20
BRAND MARKIVE
Their main production was based on the sale of papad, a crispy thin
wafer made of black gram dough. Lijjat was formed in 1959 by seven
illiterate but skilled women neighbours who knew the way to make
papad based dishes. Since they were living in the south of Bombay, they
decided to make and sell the papads to the local merchant.
-The Incredible Lijjat Papad!
This is one of the true “Rags to riches” story which is filled with hard
work and determination. Shri Mahila Griha Udyog Lijjat Papad is a
cooperative established by Indian women that have developed a
different model of development for low-income females. They have
not only developed a number of good products such as wafers and
bread but also due to the Lijjat’s business and development strategies,
thousands of women across India have gained financial independence
and improved the prospect of a better life for themselves and their
families. At the same time, they have made new models for community
development and poverty reduction and become the winner of
various awards.
-ANCHAL PANDEY
“At the
same time,
they have
made new
models for
community
developme
nt and
poverty
reduction
and
become
the winner
of various
awards.
”
JULY EDITION

MARKSMAN
21
To make their product unique they have made different product sleeves with iconic
images and colours that have resonated with consumers. Babla- a kid who is always
shown eating papad and the pink rabbit have become the iconic images of the Lijjat
brand. The rabbit was shown in the well-known TV campaign for the organization that
was first aired in the 1980s.
The company has developed an ideal business model that is professional, ethically and
economically sound. In this process, they have created a generation of employee who are
not just enriching their own lives but also of the others.
BRAND MARKIVE
“The
company has
developed an
ideal
business
model that is
professional,
ethically and
economically
sound!”
JULY EDITION

MARKSMAN
22
BOOKWORM
“Potential
and current
clients
want to be
listened to,
felt
important,
and have a
platform to
be heard-
especially
online.”
For eras, advertising has been two-faced. We've been instructed to market to others in
ways we loathe being promoted to (cold calling, flyers, advertisements, and so on.). So by
what reason do we continue attempting the same stale marketing tactics?
UnMarketing demonstrates to us to unlearn the old methods and learn ways to
consistently attract and engage the right customers. Through this method, you’ll stop
praying that your message sticks somewhere. Potential and current clients want to be
listened to, felt important, and have a platform to be heard-especially online. With
UnMarketing, you'll make such an association with your customers, and make yourself the
logical choice for their needs. This book shows how to create a mind-set and systems to
roll out a new, 21st century marketing approach .Marketing expert Scott Stratten focuses
on a Pull & Stay method (pulling your market towards you and staying/engaging with
them, leading them to naturally choose you for their needs) rather than Push & Pray
method, it redefines marketing as all points of engagement between a company and its
customers, not just a single activity.
Because, Traditional marketing methods are leading to diminishing returns and disaffected
customers, the answer lies with: Stop marketing, start UnMarketing!
-DEEP SHAH
UNMARKETING: STOP MARKETING, START
ENGAGING
– SCOTT STRATTEN
JULY EDITION

MARKSMAN
KICKSTART
“The
team
makes its
revenue
through
their
drone
technolog
y.”
-ROHIT RADHAKRISHNANDETECTTECHNOLOGIES
In the modern age, where every
new startup is doing more or less
of the same thing –ecommerce or
foodtech, this bunch of engineers
who have just graduated from IIT-
Madras are a breath of fresh air
.They are focusing their sights on a
niche sector . Inspired by the loss of
life and property in gas and oil
leakages Detect technologies is
committed to provide solutions for
predicting these leakages and also
detecting them if they occur. Their
startup is a drone-as-a-service
company focused on helping
manufacturing industries ensuring
asset integrity and proactive
monitoring, thereby ensuring that
they cut huge losses of around Rs
6-9 crore (daily) by way of
shutdowns. The team spent five
years in the incubation of IIT
Madras and came out with two
market ready products –a sensor
to detect any leakages in the oil
and gas pipeline and the other is
the industrial drone that inspects
large volume assets. The team
makes its revenue through their
drone technology. It has also
recently signed a deal with
reliance industries, which makes
it easier to approach others in
the industry. The fact that they
were incubated by Axilor helped
them get connected to experts in
the field which was otherwise
not an easy task.
They have received many awards
and accomplishments, among
which they were named as the
“Top most innovative proposal in
16th International Conference on
Electromagnetic Non-Destructive
Evaluation.”
23
JULY EDITION

MARKSMAN
24
FEATURED ARTICLE
“Millennials
are quickly
stealing a
major
portion of
marketers’
attention
within the
travel
sphere.”
-VIKASH KUMARVERMA
IIM Bodhgaya
Travel Brands leveraging
Millennial Markets
The travel and hospitality
industry has long been focused
on older generations.
Individuals with established
careers or upcoming
retirements were prime targets
for brands in the travel industry.
Although these demographic
groups are still an important
focus for brands who thrive on
consumers’ desire to see the
world, millennials are quickly
stealing a major portion of
marketers’ attention within the
travel sphere.
Millennials are:
•Born between 1977 and 2000
•53% of millennial households
already have children
•1 in 4 millennial is a parent
today
•Millenials are 2.5X more likely
to be an early adopter of
technology than other
generations
According to ABTA research,
travellers aged under 35 take
more foreign holidays than any
other age group. 80 % of
millennials want brands to
entertain them, 40% want to
participate in co-creation of
products and 70% feel a
responsibility to share feedback
with companies after a good or
bad experience.
There’s nothing quite like a
bit of holiday research to get
you through a rainy day.
According to new stats from
Signal, more of us than ever are
using our smart phones to do it.
With 46% of millennials planning a
trip using their mobile in the past
year, it is the younger generation
that is driving the digital shift.
So, how exactly are travel brands
catering to mobile users, and
more specifically, millennial mobile
users?
Google uses the term 'micro-
moments' to describe the times
when we reach for our mobile
phones for a specific purpose. In
terms of travel, the first
interaction that many brands aim
to capture is the 'I want to go'
moment - i.e. the initial desire to
travel.
At this point we might have a
location or a place in mind, but
JULY EDITION

MARKSMAN
25
FEATURED ARTICLE
“They are
interested
in new
adventures
with friends
and
experience
s that take
them
outside of
their
comfort
zones.”
mostly it is centred around
general research.
Values powering the most
effective campaigns travel brands
have employed to capture the
interest of young adults around
the world.
1.Authenticity: Some
companies — such as Airbnb —
have capitalized on the
sensibilities of the travelling
millennial — promoting the ideas
of flexibility and local authenticity.
This is a trend that hotels have
picked up on and are beginning to
understand how they can have
the same appeal. One prime
example of this is Aloft; a member
of the Starwood Group. Aloft
describes itself as a hotel for
global travellers who love all
things open, including spaces,
thinking, and expression.
Everything in Aloft is designed in
such a way to appeal milennials.
Social interaction in encouraged
between guests through live
music and other indoor activity.
Free Wi-Fi and keyless entry gives
a feel of technology inclination. All
this encourages the guests to take
and share photographs of their
surroundings.
2.FOMO, or the fear of
missing out, was added to the
Oxford English Dictionary in
2013. It refers to the feeling of
“anxiety that an exciting or
interesting event may currently be
happening elsewhere.” When it
comes to travel, millenials on the
JULY EDITION
for a meaningful experience
that they can share online.They
are interested in new
adventures with friends and
experiences that take them
outside of their comfort zones.
One prime example of travel
brands connecting with social
influencers is Turkish Airlines;
who launched a campaign
alongside 10 of the most high-
profile You Tubers. This
connected the brand with a
massive audience of over 40
million people — 6 million of
which belonged to just Casey
Neistat — and proved to be
very effective.

MARKSMAN
FEATURED ARTICLE
“Millennials
have been
exposed to
more
marketing
throughout
their lives
than past
generations
, and as a
result,
they’re
marketing-
savvy.”
3.Travelling as a Lifestyle:
The last thing to take note of is
how travel companies are
transforming themselves into
lifestyle brands. They make use
of inspirational content to make
people desire adventure and
exploration. They capitalize on
all the interest they can garner
in young travellers. A prime
example of this is Generator
Hostels. They run an Instagram
account that is nothing but
imagery based on travel
locations and experience.
Millennials have been exposed
to more marketing throughout
their lives than past generations,
and as a result, they’re
marketing-savvy. Brands that are
helpful, entertaining, relevant,
and personal resonate.
Meanwhile, travellers are some
of the most influenced
consumers at the “zero moment
of truth,” the moment when
someone first decides to make a
purchase. They check online
information sources before
26
JULY EDITION
buying, on average.
A Millennial's tribe includes friends
they “know” – whether the
relationship exists in real life or just
online. Half of all travellers ask
friends and family for their opinions
on destinations they’ve visited.
Traveller conversations “bring to life
the recommendation side, which has
always existed offline with your
friends and family providing insight
on where you should be travelling,
Capture Millennials now to
better serve all travellers
Technology adoption tends to flow
from young to old, across every
industry. Millennials’ shopping habits
differ from other generations, but as
older travellers increasingly turn to
peer feedback and become more
social, their shopping habits will start
to match Millennials’ more closely.
Travel brands that act now to serve
these travel needs, own the trip
experience, and foster ongoing
loyalty can win Millennials for life –
and better serve all travellers over
time.

MARKSMAN
FEATURED ARTICLE
“The
unpreceden
ted data
prices and
usage is
completely
changing
the active
usage per
person. So,
like never
before
brands are
embracing
the
internet.”
Boosting brand identity with Instagram
The growing trend of smart device usage in India gives
opportunities to brands to reach relevant customers/consumers
while they stay active on their device(s). After all the rising middle
class sector and their purchasing power enables it. The rising need
of owning smart devices is reaching deeper into Indian society. The
unprecedented data prices and usage is completely changing the
active usage per person. So, like never before brands are embracing
the internet.
Demand for a product/service comes from various ATL/BTL
activities. Demand comes from consistent communication of the
value irrespective of channel you choose to communicate. Brand
should create a personal connection, emotion with your
customers/consumers. Brands are gaining wide social media
presence but are they achieving their objective? in the first place do
they have one? One may mix match the available platforms to reach
their audience but every single campaign should have its own
objective(s). Cutting the clutter and staying on top of mind is prime
goal. Communicating your product/service value is the ultimate grail.
Instagram, one of the popular social platforms, offers its users to
post visual content, photos & short videos. "A single photo can
communicate 1000 words", It has a user base of 700mn worldwide
inclusive of 33mn Indian users. Having said all the above one can find
innumerous articles on the kind of text, colors, logo etc that should
be used to garn better engagement.
27
JULY EDITION
-MOHAN KRISHNA KANTH
IIM Bodhgaya

MARKSMAN
FEATURED ARTICLE
“Every
Instagram
post that a
brand posts
is a
campaign.”
There is no standard set of rules
but the underlying principle is
the heart. Any brand should first
investigate and understand its
brand equity and its audience.
When you look at Nike's
Instagram account you find their
posts celebrating the players in
turn their audience. You find a
beautiful shot of sunrise one day
which just motivates them to go
out and get fit. You find no
Nike's logo on those shots but
still it communicates. When you
look at most successful brands
on social media you can find
each one having their own
strategy.
When we talk about Brand
Identity, Instagram seems to be
one of the best tools to
embrace. Think from the user's
perspective , it is seamless feed
of photos, videos & sponsored
ad smoothly aligns and thanks to
their deep targeting options
which lets user
28
JULY EDITION
to see only what he/she is
interested in based on his/her
online behavior. That user is an
MQL(marketing qualified lead)
for the brand. How can make
him SQL(Sales qualifying lead),
ultimately?
What pulls him to follow brand's
Instagram account? What makes
him/her not to unfollow you?
Every Instagram post that a
brand posts is a campaign. In
order to boost your brand
identity with every post one
needs to be consistent in the
visual content after all that is
what you are offered. Consistent
messaging, visual, fonts, timing
forms the key. KFC is consistent
with offers on Wednesday &
Friday , what is it doing? They are
keeping their customers
informed of what offers they
provide.
Their customers already know
that there are offers lying for
them on the respective days and

brand serves as a solution for
their existing problem.
Brands should deeply
understand that they are not
normal users but present on
the platform to do business.
The deeper they understand
the platform, the deeper they
understand the audience, the
deeper they target using the
available tool, the deeper they
frame their objective that is
when they can easily analyze
the performance of the
campaign. The more clearer
they can setup campaigns in
reaching towards their
objectives.
MARKSMAN
FEATURED ARTICLE
when KFC Instagram posts about
Wednesday offer its nothing but
nudging or reiterating or
confirming. It is the timing that is
very important. KFC's visuals
irrespective of store, own
website, or social media stay
consistent in terms of colors
they use, product images they
use. In the movie " The
inception" when Arthur asks
Saito " Don't think about
Elephants, what was your first
thought ? " it's elephants Saito
replies. The similar way when one
utters KFC immediate visual
might be chicken but in a red
packaging. That is the power of
visual. When you are consistent
with your visual it is very
possible way that stick deep into
a consumer's subconscious.
When a post appears in red it
should connect your brand to
the audience. If the post appears
at 20:30 it should mean
something.
All said & done what is your
Brand identity? "KFC has got its
caption 'finger lickin good', its red
communicates its spicy flavour &
of course their own fonts and
sizes". Is your brand identity
communicating your value(s)?
Bang .. Instagram lets you boost it
with every post. Be it a series of
frames or a single frame until and
unless it creates interest/value
for the audience they are not
going to embrace you. Brand
needs to communicate how their
29
JULY EDITION
"KFC has
got its
caption
'finger
lickin good',
its red
communica
tes its spicy
flavor & of
course
their own
fonts and
sizes".

MARKSMAN
30
SQUARE HEAD
-JISHNU R
JULY EDITION

MARKSMAN
31
BUZZ
-SHIVAM DIXIT
ACROSS
1. This sports nutrition brand has
recently launched its new digital
film 'Tum Nahin Samjhoge’
3. This toilet cleaner brand has
targeted open defecation with a
new 'matrimonial' campaign.
4. This Telecom brand has been
associated with the release of 4G
feature phone in India.
5. This ecommerce brand lately
launched a new campaign called
#NoWorldWithoutGirls.
6. This telecom giant has
introduced Gurugram's first Wi-Fi
enabled bus shelter.
DOWN
2. A digital campaign, 'Live Open', has
been launched by this premium
innerwear, sportswear and leisure-
wear brand.
7. This furniture brand has come up
with an ad campaign ‘there's a lion in
the room’.
8. This Media House has announced
the launch of India's first private free-
to-air sports channel.
ANSWERS
Across:Muscleblaze,Ebay,Jio,Harpic,Vodafone
Down:Macroman,Ikea,Star
JULY EDITION

CALL FOR ARTICLES AUGUST2017
Articles can be sent on any one of the following topics*:
*Please ensure that there is no plagiarism and all references are
clearly mentioned.
The best adjudged article will be given a Winner’s Certificate.
Deadline for the submission of article : 20th August, 2017
1.The cover behind Covert Marketing
2.The evolving Role of CMO
3.Virtual Reality Marketing
1. One article can have only one author.
2. Your article should be approximately 800-850 words
and MUST be replete with relevant pictures that can
be used to enhance the article.
3. FontType: Gill Sans MT
4. Font Size: 14.
5. Send your article in .doc/.docx format to
marksman.simsr@somaiya.edu
6. Subtitle line:Your name_Institute Name_CourseYear
7. Kindly name your file as : Your name_Topic

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Marksman July 2017

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