The marksman november 2012

The MARKSMAN
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 3| ISSUE IV| NOVEMBER‘12

Marketing
A Very Happy Diwali

Brand MARK ive

No doubt that Fevicol, the brand owned
by Indian company Pidilite, is one of the
largest selling adhesives in India as well
as Asia. So strong is the brand-image
that for many Fevicol is a metaphor for
strong bonding and adhesiveness. And
our own Bollywood has also utilized its
references to show strong bonds.

Before Fevicol came to light the adhesives used were of animal fat and they
possessed a very bad odour. Fevicol changed everything. Fevicol is a
polysynthetic resin adhesive. It can be used to bind many materials. It strongly
binds wood, plywood and all types of boards. Book binding and sport goods
manufacturing also have many uses of Fevicol.

05 NOVEMBER 2012

Brand MARK ive
Owing to success of the brand Fevicol, the company came
up with many other adhesives but for specific purposes or
occasions. The examples are Fevikwik, Fevistick, Fevicryl,
Fevibond and others. Fevicol also launched Fevicol Marine
which can bond materials under water or which is exposed to
water or humidity.

One of the main reasons of Fevicol’s success is the advertising campaigns and
marketing strategies used. Some 33 years after Fevicol’s launch, campaigns like
“Dum lagake Haisha” made a place for Fevicol in consumer homes and into
advertising halls of fame. Also “ye Fevicol ka majboot jod hai…….tootega nahi”
has been playing on television since two decades now. “Ogilvy and Mather” has
created these campaigns for Fevicol, which have one common concept that is
stickiness, while having other slight differences.

This star product has really created a history in last 50 years. Apart from
advertising, its closeness to market with the help of training programmes,
industry tie-ups and sponsorships and its international acceptance cause of its
global quality standards has really made Bonding as a core value of Fevicol.
Team Dabangg also has something special towards Fevicol brand it seems.
After Malaika Arora khan showcased herself with Zandu Balm jalwa in “Munni
badnaam hui” in Dabangg 1 , the latest buzz is that Kareena Kapoor will feature
in Dabangg 2 wherein she is titled as Fevicol. Let’s wait and watch what this
Fevicol ka jod has in place for our bollywood audience.

THE MARKSMAN 06

Hall-MARK Campaigns
‘
Diwali time spells an itinerary which is tantamount to splurging. Be it the
superstitious gold buying on Dhanteras, the wardrobe overhaul and house
revamping and embellishment to beckon the goddesses of wealth or purchasing
gifts and mithais for near and dear ones, money seems to be flying out with its
own wings. But should moolah hold one back from soaking in the festivities? This
was the question that Citibank India leveraged on this Diwali to upsurge Credit
Card habitude.

Had you been in the vicinity of High Street
Phoenix Mall in Mumbai or DLF Promenade
Mall in Delhi, your eyes could have beheld
some magic. Amidst the smoke of crackers
something else took shape in the skies.
Every time a tweeter tweeted to the hashtag
#Dil Vs Bill, depending on the momentum of
the tweets, an eco-friendly cloud of heart and
money symbols made of helium and air were
shaped in the sky. This cloud rocketed its
way into the airspace. This novel idea kept
the tweeple engaged. The campaign called
‘Tweet a Cloud- Dil Se’ was a confederation
between Twitter and Skyvertizing- advertising
using clouds in skies.

07 NOVEMBER 2012

Hall-MARK Campaigns
It was just a one day activation
program which prehended the driving
factor behind gifting- sentiment or
money. Citibank tried to drill in the
message that all one needed to gift
others was the sentiment and that the
money would be made available by
Citibank. (Easy EMI scheme on
Credit Cards) The heart clouds
outnumbered the money clouds and
annihilated after hovering for some
time.

The huge number of people, who participated, roared out the success of this
campaign. The ambit of the campaign was 1700 merchant partners. The
campaign was conceptualized jointly by MEC, media and planning agency and
founding partner of GroupM, and advertising agency Publicis.

This is not the first time Citibank India
has come up with a novel campaign.
Last year during Diwali they made
headway with a campaign called
‘Citibank EMI Chasers’ in which they
strategically placed their ads
juxtaposing products which are more
likely to be picked on EMI during
Diwali.

Citibank- a financial institute has definitely established the string between
finance and marketing.

THE MARKSMAN 08

It’s all about AD-itude!
TWEETS
Media:TVC
Client: Vodafone
Corporation: Ogilvy India
The telecom market being in a hypercompetitive state, with nearly 10
major brands vying for customer attention offering different services,
Vodafone's latest TVC with the tagline “Made for you” offers, intends to
further popularize its IVR based service - 121 - and dial up its
credentials as a truly innovative and customer-focused brand.
Conceptualised by Ogilvy India, the TVC showcases boys (young and
old) briefing a hair-dresser. Each has their own long list of
requirements. The combinations of styles, cuts and hair colors, based
on their individual and specific requirements, are endless. And yet, the
assurance that their needs shall be met seamlessly flow through all the
characters in the commercial. It is something all of us have seen so
many times yet the execution seems so fresh. There's an engaging
simplicity and it does not add to the effluence that Television
advertising is normally associated with when it comes to commercial
breaks.
Seeing the commercial, one remembers the times when they visited
their neighbourhood salon to brief him on that special hair style just the
way they wanted. With this TVC Vodafone enables us to choose the
best options on the basis of the usage on the mobile number, and
thereby places the power in the hands of the customer. What more
does one need?

09 NOVEMBER 2012

It’s all about AD-itude!
TWEETS
Media: Print
Client: monster.com
Corporation: JWT Hong Kong

To remind people of the problem of being stuck in the wrong job and to
reinforce Monster.com as the best platform for finding the right job,
JWT Hong Kong came up with a series of print ads expressing the
problem in a crisp and catchy manner.
The print ad depicts a ballet dancer in a pack of tiny toy soldiers, taking
up the role as a soldier. Evidently, the ballet dancer is out of place,
which clearly sends across the message to the masses that they
should not get stuck in the wrong job and that Monster.com is the best
platform for finding the right job.
The print is eye catchy yet simple, all wrapped in one. The
advertisement does not explain too much, it leaves enough for the
audience to figure out, but there is enough information that the
audience can make an educated guess at what the website does, if
they've never heard of it before.
The difference between green and pink was really important to make
an impact. The orange packaging was also well done because it used
the company's colors as well as the fonts the company uses. Overall,
the JWT managed to score well for this one, the ad being not too
flashy, yet at the same time bold enough to make an impact, and
definitely one, which shall be remembered.

THE MARKSMAN 10

Marketing
C
O Shopper Marketing is a concept that creates a unique shopping experience
in a way so as to culminate the shopper’s journey into a purchase. The
V basic goal of shopper marketing is to convert the shopper into a buyer. It
requires a deep understanding of shopper’s behaviour so as to be able to
E engage the shopper and influence him to buy the product at the time of
purchase.
R
Evolving and expanding, Shopper Marketing can be considered as a raging
marketing trend in the marketing world today. It is paramount to apprehend
that Shopper Marketing is not just an act that takes place inside the brick-
S and-mortar store but it comprises every facet of the holistic marketing
experience that commences from promotions, to displays and packaging to
T the store layout. It therefore involves every aspect of the holistic shopping
experience and aims at delivering the ultimate goal of holistic 360 degree
O marketing i.e. comprehending a shopper’s path to purchase and leading
him/her to make a purchase. It can therefore be inferred that the in-store
R view of shopper marketing is simply one of the facets of shopper marketing.
A more comprehensive picture is that Shopper Marketing necessarily
Y should be shopper centric so as to make the shopper happy by targeting
shoppers when they are in the shop floor and creating a unique shopper
experience to make him/her feel like a hero.
Shopper Marketing’s arrival has helped the
existing go-to-market strategy enter the next
stage of evolution. Brand Marketing and
Category Marketing, the basic marketing
concepts which used to define the primary
marketing epitome are passé with the advent
of shopper marketing.
These have taken a back seat since 1970, ever since the conception of
Shopper Marketing emerged.

11 NOVEMBER 2012

However, in India, shopper marketing which initiated as an extension of
consumer marketing is in its early stages but in developed markets,
shopper marketing has reached the maturity stage and is synonymous with
organised retail arrangements. According to a study by Deloitte,
Company’s expenditure on shopper marketing has grown twice as much in
size since 2004. Realizing the importance and potential of shopper
marketing, companies today have a separate budget especially allocated
for Shopper Marketing. P&G itself makes an investment of around 500
million dollars in shopper marketing. Companies like P&G, Microsoft,
Unilever, IBM, Coca-Cola and Nestle – all of them have a dedicated
shopper marketing unit. 83% of FMCG have plans to hike up their
C expenditure in shopper marketing while 55% are considering it as a top
priority and anticipate increasing their expenditure on the same by 5
O percent annually. Hence over the years, the market is coming to realize
that it has become pertinent to understand the shopper’s needs and
V insights and capabilities for the same need to be developed. The most
progressive and developed shopper marketers that have incorporated
E shopper marketing as an inherent part of their marketing mix are expanding
at almost twice the rate of their respective competitors in their respective
R categories. Almost 90% of manufacturers as well as retailers with
developed shopper marketing skills and expertise acclaim that it has
helped them in hiking up their top line as well as their bottom line effectively
and efficiently.
S
–
T It is paramount to be aware that most brands are chosen at the time of
purchase and that's where one needs to concentrate their marketing
O diligence and endeavour. One can invest huge amount of money on
promotions, advertisements, and brand awareness, but all would be in vain
R if the competitor is smart enough to entice the consumer away at the last
minute i.e. at the point of purchase with intelligent packaging, labelling,
Y design and cost effective promotional display. Today, if a company/brand
wants to get smart about its marketing expenditure and investments, it just
cannot ignore the power of shopper marketing tactics and strategies.
We are all aware of the four classic
response hierarchy models. All these
models presume that the buyer goes
through a cognitive, affective, and
behavioural stage, in that order.
Similarly, shopper marketing program
tactics also follows a hierarchy model
that consists of:

THE MARKSMAN 12

 Aware – That happens out of the store
 Attract – That happens across the store
 Engage – That happens near the shelf
 Motivate – That happens at the shelf
 Purchase – That closes the sale

Let us have a look at a few ways Shopper Marketing can help improve the
top line and the bottom line. This can help in leveraging Shopper Marketing
in any marketing scenario and help the brand fetch better returns on
C investment.

O Shoppers differ – They are not homogeneous!
Shopper behaviour differs on the basis of demographic, psychographic and
V socio-cultural factors. The shopper’s habit is decided by his age, place he
comes from, sex and the economic and social strata of the society he
E belongs to. Hence, shoppers cannot be termed as a homogeneous mass. It
is therefore essential to focus on segmentation and provision of tailor made
R and customized offerings based on segmentation.
Simplicity – Is the key!
The famous Shakespearean proverb “Brevity is the soul of wit” holds true in
S any scenario. In today’s marketing scenario of continual change and
uncertainty, clarity and lucidity play a very vital role. The value messages
T used in-store should be lucid, apt and to the point. They should be able to
convey what they are meant to. Complexity of messages sometimes takes
O a toll on the brand and then failing to communicate to the shopper, he/she
then resorts to the cheapest product on the shelf.
R Collaborate-Innovate-Evaluate
Y Shopper marketing not just deals with
understanding shopper insights but also
necessarily involves collaboration of the
manufacturers with their respective
retailers. Shopper Marketing also deals with
constantly discovering new engagement
opportunities that would give them a
competitive edge. As change is constant, it
is therefore pertinent to keep evaluating to
ensure that the products and messages are
striking a connect with the shopper.

13 NOVEMBER 2012

–
Cadbury advertisements have always portrayed a rich tapestry of human
emotions and affinity. They are well known for the consumer connect that
they create. In this season of Diwali, Cadbury has yet again been
successful in sweeping the shoppers of their feet by making a spectacular
brand presence and understanding shopper insight by coming up with its
Cadbury Celebrations Rich Dry Fruit collection. From successful shopper
insight to delicate temptation, the in-store promotion campaign has it all.
Understanding the consumer has ever been Cadbury’s forte. Cadbury has
been successful in redefining chocolates as the real taste of life from the
C cliché chocolates were perceived to be. It has successfully created a
dramatic shift and completely redefined the meaning of “meetha” in India.
O Continuing to excel in its forte, Cadbury in collaboration with Saatchi &
Saatchi X, this year went a step ahead to celebrate the festival
V outstandingly in-stores.

E
R

S
T
O
R
Y

The Diwali Campaign aimed at:
 Making Cadbury Celebrations the most desirable and a premium
gifting brand.
 Launching an effective and efficient in-store campaign to achieve
the above objective.

THE MARKSMAN 14

Cadbury evangelized and created an in-store promotional campaign to
C depict and represent the value of the ‘Dry Fruit gift wrapped in chocolate’.
On the artistic front, Saatchi & Saatchi X worked on the visual effects and
O aesthetics in the store to ensure that the visuals clearly conveyed and
delivered the basic objective. To enhance the visual cues, standees, stock
V piles, stadium stands etc were introduced in the store that favourably
displayed the spectacular aesthetics and floored the shoppers at the shop
E floor in the supermarket and at the convenience stores.
They created a gifting zone, which was like a shop-inside-a-shop wherein
R people could come and buy gifts. Cadbury thereby provided shoppers with
a great experiential spirit, starting right from the entry to the point/time of
purchase to the exit. Apart from the mundane routine, to make a difference,
retailers were included in the process and were turned into brand
S ambassadors. The retailers were provided with wrapping sheets and gift
tags, so when a shopper purchases Cadbury Celebrations products from
T the store the retailer gift wraps them and puts a tag which adds a touch of
personalization and customization. Furthermore the brand did a special
O promotion activity in stores, wherein the shoppers could make their own gift
basket. This proved to be a successful motivation for the shoppers to buy
R as it revealed what all people like to gift and also the whole do-it- yourself
exercise with the personalization aspect made the shopper feel special and
Y like a hero. The campaign acquired customers as well as an overwhelming
response. Cadbury yet again celebrated Diwali as well as shopper
marketing like no one does!

15 NOVEMBER 2012

S
P
E FROM
C OBAMA
I
A Now that the elections are done with and Barack Obama has been
awarded with another 4 years we can look back and reflect on his political
L decisions that led to his victory and reinstated people’s belief in him. Or
we can just look back on his astute marketing decisions too, that
S sublimely led to his campaign being so successful.

Obama is considered to be the most connected politician, of his time and
T his 2012 political campaign was testimony to the fact that the race to the
finish was more a social one than political. Here marketing emerges as
O the underdog along with Barack Obama where it was effectively used. So
in an era where better marketing can elect or reject one person,
R dissecting exactly how Obama went ahead with his campaign should be
seen. This being the first political campaign to use social media, it
Y becomes even more interesting to understand the repercussions it had.

Looking ‘Forward’
His official announcement to re-run for president was via an online video
which was posted on his website. His decision to announce his extension
for his tenure as a president via an online platform raised a few eyebrows
but this was the harbinger to the change that was about to befall political
campaigning

THE MARKSMAN 16

SPECIAL STORY
The slogan for Obama’s campaign this year was ‘Forward’ which was released
as a 7 minute video titled as the former, where Obama’s efforts during the past 4
years were extolled .Here the video was released via an official Obama
YouTube account named ‘BarackObamadotcom’. This wasSo in of his initial
Now that the one an era where
steps via social media towards a sustained political career. better
elections are done marketing
with and Barack can elect or reject
Obama has been one person,
awarded with dissecting exactly
another 4 years how Obama went
we can look back ahead with his
and reflect on his campaign should
political decisions A vote for social media be seen.
that led to his
Obama was spoilt for choices here This being the
victory
and he reached people and through all first political
the reinstated people’s
social marketing tools possible. campaign to
belief in him.
He had a Twitter handle, a YouTube use social
Or we can media, it
account, a Reddit answer your
just look back becomes
questions day, where the incumbent
on his astute even more
president was present online to
marketing interesting to
answer real time queries from the
decisions too, understand
citizens. His official Facebook page
that sublimely the
description reads ‘This page is run
led to his repercussions
by Obama for America’.
campaign it had.
The being so
Facebook page was an altogether new Pandora’s Box, wherein dedicated
successful.
page within page media strategy was used .One was for a donate page which
urged American citizens to donate for a brighter American for the next 4 years.
Obama is
Another one for an online store, which sold Obama 2012 campaign gear.
considered to be
They were ‘marketingly correct’ to use all of these social media tools. Along with
the most His official
these TVCs, print ads were used to their core. They left no stone unturned to
connected announcement
market it right. of his
politician, re-run for president
time and his 2012 was via an online
Celebrity endorsements video which was
political campaign
Celebrities endorsing a politician figure can always be a double edged sword his
was testimony posted on for
the celebrity asthat the race politician. But the celebrity herewebsite. marketed
to the fact well as the to that was
His decision to announce
was the finish was any Hollywood actor. Obama merchandise like batches, T-
Obama and not more a
shirts and hats to buttons, mugs, and water bottles his extension forhot cakes!
social one than political. were sold like his tenure
Obama was a celebrity in his own right. Obama’s celebritypresident via an
Here marketing emerges as a status was highly
depended on,underdog along online platform raised a
as the for this year’s campaign. Last year it piggy backed on his African
AmericanBarack and simplicity. The campaign had an emotional appeal to him
with roots Obama where few eyebrows but this was the
it was reinforced with clear and directed policy details.to the change that was
which was effectively used. harbinger
about to befall political campaigning.

17 NOVEMBER 2012

SPECIAL STORY
And of course he had very vocal supports not only from the entertainment
industry but from all field’s like Political activists, Athletes, Nobel laureates,
Business people and more. Obama was more than a breakout star here where it
seemed the that
Now internetthe So in an era where
stole his thunder but it was his fuel that drove his internet
elections are done
marketing. better marketing
with and Barack can elect or reject
He tried to be the ideal presidential candidate, with this time his target group
Obama has been one
being the ever growing youth. He presented himself as a people’s person. He person,
awarded with
organized fundraisers, attended fundraising events hosteddissecting exactly
by celebrities like
another 4 years
George Clooney, supported the LGBT community, slow jammed Obama went
how to prime time
news oncan look back
we television. Wonder how much more intimate andahead with your
personal can his
presidentreflect on his
and get. campaign should
political decisions
that led to his
Marketing by a presidentbe seen.
This being the
It was not only Obama that resorted to social media to improve his political life .
victory and first political
He used all possible methods of marketing like adaptive marketing ,email
reinstated people’s campaign to
marketing ,ambush marketing etc. He literally tapped into all marketing spheres
belief in him. use social
possible. we can
Or media, it
Adaptive look back was used when he went touring all of America,becomes met
just marketing when he
farmers his astute about food policies, any message send out if met more
on they heard even with
marketing
positive response earned itself a place on air. interesting to
decisions too, understand
Email marketing was undertaken with a huge database of close to 300 million
that sublimely the
potential voters wherein they were asked to pledge donations. It was an
led to his
integrated effort where the emails were extremely personalized, repercussions
with different
campaign it had.
subject lines and messages.
being so
Ambush marketing was inevitably taken up when the potential presidents met or
successful.
their respective campaign staff took off on each other when they slander one
Obama
another via TVCs. is
considered to be
the
Obama - the political manager
most His official
announcement to
Obama’s campaign staff did not shy away from using the entire social media
connected
available to dissipate information. They managed to bring elements ofpresident
politician, of his re-run for political
marketing,and his Obama and expanding their TG all in one was via anObama
time brand 2012 campaign. online
campaign and supporters spent approximately $400 millionvideo which was
political campaign on the campaign.
posted
Political marketing requires careful thinking to build an appropriate image and
was testimony on his
to public relations. Obama has shown that he haswebsite. facets by
developthe fact that the race to myriad
His decision to announce
appealing finish was and has built a campaign surrounding his personality and
the to everyone more a
ideas.social one than political. his extension for his tenure
Here marketing emerges as a president via an
as the underdog along online platform raised a
So here we ask the question, who would you vote for, Obamabut this was the
few eyebrows the president or
with Barack Obama where
Obama the politician?
it was effectively used. harbinger to the change that was
about to befall political campaigning.
THE MARKSMAN 18

FEATURED ARTICLES

The Finnish telecommunication giant –“Nokia” is going through trouble times. Few
years ago Nokia was the king of the cell phone market and was the premier cell
phone maker. Then Apple reinvented the phone and captured the imagination of
the cell phone makers and consumers alike. It was the beginning of the very visible
end of the pioneer smart phone makers. Earlier this year Samsung surpassed the
Finnish Company in cell phone sales, ending Nokia’s 14 year rule. Being a market
leader for 14 years and getting knocked off the top spot has come as a bitter blow
for Nokia.

Here are some of the possible reasons why Nokia failed and things that went
wrong for Nokia.

Symbian to Windows
The company decided to kill its own operating
system and entered into a fateful partnership
with Microsoft to bring an end to Apple and
Samsung’s dominance. The first windows
phone wasn’t up to the expectations of the
consumers as the earlier versions of windows
operating system were not upgradable to the
latest windows 8 version.

19 NOVEMBER 2012

FEATURED ARTICLES
Lack of Innovation
Samsung has been launching a new phone every
year with slight modifications either in its design
or features and Nokia has not been able to make
a mark with its windows phone because of its
unattractive designs. Nokia’s phones were feature
ready and not future’s ready.

Complacency
As a global market leader for over a decade, Nokia
seemed to be bit complacent with its cell phones
and didn’t really make a roadmap for the future.
Even after the launch of I-Phone in 2007, the first
touch screen phone, Nokia still took pride in its E-
Series phones. I-phone didn’t really damage the
market share of Nokia but Samsung managed
transition to smart phones much faster than
expected.

Definitely, Nokia is in the most difficult situation since it was founded in mid 80’s,
but in a world where consumers don’t bat an eye when big companies fold, Nokia
still has bounty of opportunities to change the game around. Firstly, it’s important
for them that they continue to foster the relationship with Microsoft. The company
needs to make the user interface intuitive and fun. Secondly, Nokia has to work
together with Microsoft to make application market a top priority. The triumph of
smart phones seems to be depended upon the success of their respective
application market.
From here, most likely nothing would be easy for the Finnish company with Apple
and Google currently dominating the smart phone market. Often it’s docile for the
companies which were once the king of the market to be brought to their knees.
But, it was necessary to show Nokia that their company wasn’t immortal. Nokia has
some incredible hardware technology and their 808 pure view camera outshines
everything else in the market.
During late 90’s Apple was going through similar situation, but they were able to
reinvent themselves and became more successful than ever. The key behind the
success of Apple is innovation and Nokia must focus on innovation before it’s too
late.

THE MARKSMAN 20

FEATURED ARTICLES

The quintessential Cinthol alpha male will no longer emphasize the importance of
‘body confidence; he will no longer drive home the point of Cinthol being able to
“Susti Mitaye, Chusti Lautaye;” he will no longer jump off the sky-scrapers and
mountains to highlight the promise of Cinthol providing “24-hour freshness.”
The Reason: Godrej Consumer Products have decided to reposition Cinthol as a
unisex, youth-centric brand.
The Result: An integrated 360-degree campaign, a revamped product range and a
new tag line that says “Alive is Awesome.”
The Rs. 50 Crore marketing campaign, conceptualized and executed by
Creativeland Asia, has tried to rekindle Cinthol’s brand popularity and ensure that
the brand remains relevant to everyone young at heart. In its bid to win over its new
target market, Cinthol has also sharpened its extensions in the personal grooming
category with talcum powder (available with new fragrances), ‘skin-friendly’
deodorants and ‘non-sticky’ shower gels. The new packaging is relatively more
vibrant and eye-catching and gives the Cinthol products a very classy and premium
look.

Currently, Cinthol has 2.5% share in the Rs. 6000 Crore soap market; however, it
doesn’t yet have a significant presence in categories such as talcums and
deodorants. Now, with a rejuvenated positioning strategy Godrej hopes to increase
its market share, while maintaining its aspirational appeal
Considering the increasing popularity of shower gels in India, HUL seems to have
played its cards right by introducing four variants in this segment. Also, the move to
project itself as a premium brand can work for Cinthol, as its loyal consumers- the
ones who have been users of the brand since long- would have moved up the
income ladder and would be willing to try out the premium products.

21 NOVEMBER 2012

FEATURED ARTICLES
Moving away from the core positioning strategy may not always work in favour of a
brand. Repositioning of Liril can be considered as a prime example. Launched in
the year 1975, Liril right from its inception was positioned on the ‘tingling freshness’
platform. The first ad featuring Karen Lunel became a cult. The combination of
waterfall and the Liril girl, coupled with a catchy jingle became a metaphor for
freshness. In 2009, HUL changed its positioning and re-launched Liril as Liril 2000,
targeting families instead of confident, happy-go-lucky young women who had
come to symbolize the brand since the time of its birth. The idea of positioning Liril
as a ‘family soap’ did not really cut ice with the customers.
Cinthol, however, can derive confidence from the successful repositioning example
of another brand in the HUL stable - Lifebuoy. HUL had earlier positioned Lifebuoy
on the ‘health and hygiene’ platform. Lifebuoy proclaimed itself to be the soap for
the male population and the jingle “Thandurusti Ki Raksha Karta Hai Lifebuoy,
Lifebuoy Hai Jahan Thandurusti Hai Vahan” had become hugely popular.
The marketing strategy of Lifebuoy remained unchanged for over 100 years until
2002, when HUL decided to change Lifebuoy‘s positioning. From the brand that
was once a male-centric, carbolic soap with cresylic perfume and had an
individual-oriented ‘success through health’ positioning, Lifebuoy was successfully
repositioned as a brand for ‘family health protection.’ Having survived a bold
repositioning strategy, Lifebuoy is currently India’s largest selling soap brand (by
volume).

With no celebrity vouching for its benefits this time around, Cinthol has definitely
made a bold move. Although the jingle has become very popular, whether GCPL’s
decision to cater to the ‘well-heeled’ and ‘well-travelled’ young India proves
‘awesome’ and to what extent remains to be seen.

THE MARKSMAN 22

REWIND
TWEETS
‘Secrets of Digital Marketing’ workshop by Rahul Avasthy
One of the marketing’s greatest honchos enlightened our students with the mantras
on Digital Marketing.
Mr. Rahul Avasthy, Director at one of the renowned film production, broadcasting
and media venture house, Reliance Entertainment; conducted a workshop on the
Secrets of Digital Marketing. He is also the recipient of Star Youth Achiever Award by
Star News. The session involved decoding the term Digital and its ever-growing
importance and evolution in the stream of marketing. Mr. Avasthy spoke about the
growing opportunities in Digital Marketing not only as a medium to market a
product but also how it has evolved as a career opportunity. He also had an amazing
interactive questionnaire session with students which included questions based on
trivia facts in the digital world such as number of Mobile users in India, Web
internet users in India and Active web users on mobile and many more. The student
with the right facts earned a Cadbury chocolate. Through these facts he helped
students believe how huge Digital Marketing is as a medium to communicate with
consumers.
He also highlighted facts about how the traditional medium of promoting i.e.
the television is phasing out and ‘going digital’ is the new medium with the
‘Three Screen Strategy’ due to increase in number or smartphone, tablet and
Internet users. He also enlightened the students with viral marketing,
zapak.com and web strategy.
Mr. Avasthy unveiled the important secrets on Digital Marketing through the
session. A day filled with power packed discussions and some very useful
insights left the students aware about how digital marketing plays such an
important role for any brand these days.
The students appreciated this initiative taken up by Interface which added yet
another feather in its cap.

23 NOVEMBER 2012

Tete-a-Tete

Secrets of Digital
Marketing
- Rahul Avasthy
Rahul Avasthy, an alumnus of SIMSR and now the
Director at Reliance Entertainment – Digital was
present on our campus last month.

He shared with us a lot of his valuable insights and gave us a few secrets of the
world of Digital Marketing. Students of K.J. SIMSR were extremely happy to receive
some great views and knowledge from the man himself. Having worked with other
big names such as Viacom 18, Trinetra Focus, Focus circle Brands Pvt Ltd and now
at Reliance Entertainment, he is a stalwart in the world of Digital Marketing and here
are a few excerpts from his interview.

What has your journey at SIMSR been like?

Joining SIMSR was wonderful. My first year was excellent. After my first year I got a
summer internship with MTV through the campus for two months and I loved the
work there. I always worked in digital marketing but never in hardcore digital
marketing. So when I joined Mtv that very month they reached around 1 million fans.
I absolutely loved it there and so I continued with them after college. During my
internship it was more about contributing my ideas and learning. It didn’t matter how
many hours I gave them. So joining SIMSR was wonderful. You get to meet so many
new people. You have your juniors, your batch mates and your seniors. So when you
talk about the journey at SIMSR knowing the network of those 300 odd people was
wonderful.

What according to you is the next big step in Digital
media marketing?

THE MARKSMAN 24

Tete-a-Tete
Digital is now moving towards mobile. Not a lot people are actually going towards
mobile. Still people don’t know how to make money from mobile. Like for e.g. there
is the Facebook app but Facebook still doesn’t know how to make money from
that app because it’s very tough to generate revenue from mobile through apps.
So there’s the need for a new model which has to be drafted. So if you talk about
the future of Digital marketing it is absolutely going to be towards mobile with the
kind of growth that is happening. The generation of desktop era is there but the
evolution of the mobile era is going to be huge.

Does the use of this digital marketing contribute to traditional brand metrics
such as brand favourability and intention to purchase?

Yes, it absolutely does. In digital what happens is, it’s actually very organic. Let me explain
with an example. So in my first project when I working, I was servicing for one of the
companies called Tata and we were putting up a hoarding. So we had done a campaign
and there was a hoarding that had to be put up. So the hoarding came and it was decent
and my boss approved it and my client approved it so the hoarding went up outside phoenix
mills. So this is with print the hoarding goes up everybody sees it and it’s done. Now what
happens with Digital marketing is that once you go out there and get in touch with your
audience, people give you some kind of feedback. So even if your boss or your client has
approved the copy or a certain picture in your ad and if people don’t like if, if they don’t talk
about it or retweet it, if they don’t give you a reply on email or through SMS that copy or
creative even though approved by your boss is stupid. So digital marketing as you said on
the traditional side is all about favourability. So earlier it was all about putting your ad out
and waiting with your fingers crossed but now through digital you can actually get instant
feedback. So that’s the first metrics relating to brand favourability. The second one is about
intention to purchase. So in digital marketing it has evolved very nicely. Earlier there was
this model called CPM (cost per thousand) where every 1000 times someone sees your ad
you pay ‘x’ amount of money. Then came the model called CPC (Cost per Click) so every
time someone clicks on your ad then only you pay money. Now the models are very
extreme like CPL (Cost per Lead). So if I am the brand manager for ICICI Bank for e.g. and
I want to only pay for the people who are interested in my product so I will pay a digital
marketing company only for leads. So they will do whatever marketing they have to on the
digital side of it and give me the leads and I will only pay for those leads. It has even gone
further. There is a new metric called CPA (Cost per Acquisition) so I will only pay if
somebody purchases from me. So a lot of E-commerce companies are working with digital
marketing publishers on CPA. So you do whatever marketing you want, until the person
doesn’t buy from me, I will not pay you money. So the models are evolving rapidly. So if
you have to sum up Digital marketing, apart from the innovations and displays it is
becoming a performance based marketing.

25 NOVEMBER 2012

Tete-a-Tete
What are the different ways in which a movie uses the medium of
digital marketing in order to promote itself?

So movies are just like any other product or brand. We have this thing called the ABC. In
India only three things sell. A is Adult, B is Bollywood and C is Cricket. So these three
contents sell on the digital platform very very well. Bollywood being one of the biggest. So
it’s a very good content generator. People love to see it, love to share it, they love to be the
first one to talk about it, so if a movie has to launch itself earlier it was all about hoardings
and media ads and radio shows but now it’s all about the digital medium. For e.g. I’ve been
following this movie called Student of the Year. When they first started shooting for the film,
their page was up on Facebook. So you start engaging with the audience even before it has
actually been made almost a year before it has been launched. You would see how the
build up is happening. So the word ‘Teaser’ has taken a new form after the world has
opened up to digital marketing. It happened with the movie Heroine also. So from the post
production you would see small teasers. You would probably not see the name or you
would know the name but they wouldn’t reveal that. So those things work really well. Then
what happens is if suppose I am a distributor and I want most number of people to watch
my film, so through the digital medium I can actually calculate the ROI. I can calculate how
many people will see it and how many people will want to see it. The amount of likes a
page generates, I can actually control that and I can actually drive people to see my movie
through a website like bookmyshow or PVRmovies. So this model as a medium has
evolved very nicely and radically apart from the other traditional mediums like radio, print
which have also evolved drastically. So if I am a brand manager for a particular movie I will
choose to market it through the digital medium mainly because of the performance based
marketing where I can show some numbers to my team like there are 2 million people who
like us, out of which 1.5 million who are talking about us, there are 1000’s of retweet's that
are happening everyday which are reaching to around 5 million people. So these are not
just any numbers, these are real numbers of our actual audience. So yaa, Movie launches
and digital marketing go hand – in – hand.

You said that /digital Marketing is moving towards mobile. So how much does
government policy affect digital marketing in light of recent banning of bulk
SMS and social media?

SMS is a very small part of it. If you talk about the gamut of digital marketing, it’s huge. I think
there should be a small course or a small capsule about digital marketing in the second year
of MBA so that people understand how vast digital marketing actually is. People think that
digital marketing is email marketing, SMS marketing, ads and maximum Facebook that’s it.
But it’s not just that. It’s actually huge. There’s something called online reputation
management and other things so it’s huge.

THE MARKSMAN 26

Tete-a-Tete
Now because of these bans and restrictions what may happen is there will be no problem as
far as brands talking about it are concerned. Any brand who has tried to use huge amounts of
SMS’s per day to market itself will actually collapse because actually that is not the right way.
It’s all about how people want to listen to you. It’s not what you want to say but what they
want to listen. If you are communicating what they want to listen by choosing the right tools
then you can make your way out. So SMS is a really small part of the entire digital marketing
process.

Suppose in manufacturing firms, you have resources such as tools,
equipments, people, machines, etc. In digital marketing you have people apart
from which you have technology which is so fragile and feeble for you to bank
on it like a complete resource. For e.g.; now we have Facebook to bank on as
a big medium for digital marketing but we do not know how long it will last,
whether it is a temporary or a permanent resource. So how would you
anticipate that something is going down or what is the new platform to project
the future of digital marketing?

So that is correct. Things come and things go. Nobody thought that eBay was a big thing.
Orkut initially was this huge, mad thing. We all have lived the Orkut era. But Orkut stands
nowhere. Now Facebook, Linked In, Twitter they are all up. Pinterest is kind of kicking in. So
when you talk about what is going to be the next big thing, you have to gain the pulse of the
audience to understand what they want and what they are looking forward to next. The tolls
will keep changing but your communication remains the same. So for e.g. if Pepsi wants to
communicate a particular theme, you have to focus on that theme and adapt to the various
tools available. As a brand manager, you have to take care that whatever the tool maybe the
theme should never be changed. So the brand has to be very clear as to what they want to
communicate and then accordingly use the medium.

27 NOVEMBER 2012

BUZZ
THE CROSSWORD ACROSS
1. Which company owns the ongoing
six million ton greenfield steel
project at Kalinga Nagar in Odisha's
Jajpur district?
3. What was the earlier name of First
Source now acquired by CESC ?
4. Which company has agreed to buy
Lucasfilm which owns the Star Wars
franchise?
9. Name the international news
magazine which has decided to go all
digital from 2013 after being 80 years
in print?

THE CLUES
DOWN
2. Which Mumbai based company is
behind Haldia Bulk Terminals that
has decided to leave Bengal because
of safety issues ?
5.In the newly opened Starbucks cafe
in Mumbai what brand of tea is
going to be served ?
6. The old refrigerator brand
Kelvinator has been re-launched.
Which company owns the brand now
?
7. Which company owns Penguin
Publishing House and also is a part
owner of the magazine The
Economist?
8. What new model has been
introduced by Ssangyong - M & M
8. Rexton 9. Newsweek 7. Pearson which is priced between XUV 500
5. TataTazo 6. Videocon
2. ABGShipyard 3. ICICIOneSource
4. WaltDisney
1. TataSteel
and Pajero ?

THE MARKSMAN 30

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THE TEAM
COVER STORY SPECIAL STORY It’s all about AD-itude
Priyam Prasad Smriti Sudish Richa Garg

SquAreheaD Brand MARK ive BOOKWORM
Tavishi Agrawal Mandar Dongre Vivek Misra

TWEETS BUZZ PROMOTIONS
Richa Garg Nishant Singla Meeta Khatri
Nitya Kumar

Hall-MARK PROOF READ DESIGNING
Campaigns Divya Damera Nishant Singla
Roma Sehgal Mandar Dongre

TETE-a-TETE REWIND
Meeta Khatri Nitya Kumar

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THE MARKSMAN 32

The marksman november 2012

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