Flaunté anniversary edition' by Flaunte'

EDITOR’S DESK

Dear Readers, After the grand celebration of New Year and a glorious marking of the 65th Republic Day, Flaunte' is proud to present its very first Anniversary Edition. It has been a long journey from the initial scribbles to its transformation into the colorful pages of our monthly magazine Flaunte’ and it would have just remained a dream if not for ‘You’, our valuable readers. In this Edition, we take you on a journey to the splendid world of Controversial marketing in our cover story. All the sports lovers would be much delighted with our Special story – Formula One and that’s not all. We have put in the story of Fastrack in our case study, our very own take on the Management lessons taught by the ‘Ten Commandments’ and Old Spice ‘Mantastic man’ ad in our First cut. We were overjoyed to see the amazing response to our call for articles from some of the premier B-Schools of the country and after much toil, we are pleased to announce the winner – Ashwini Kumar Mishra from IIM-Ahmedabad. Share your thoughts on how we can improve and be sure to come visit us at www.facebook.com/FlauntNDIM and www.twitter.com/FlauntNDIM for more of the latest updates and knowhow of the world of marketing. Keep Reading! Keep Liking! Team – Flaunte’ Markomania – The Marketing Club New Delhi Institute of Management

Anniversary Edition

Chanakya niti Fastrack

First Cut Old Spice

What's Inside

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Articles

Flipkart â&#x20AC;&#x201C; a giant in the making

Special Story

Formula One- The Glamour with Speed

Cover Story

Controversial Marketing

Anniversary special

The Journey of Flaunte'

FIRST CUT

ith the fast changing world around us, there is also a drastic change in the mindsets of the current generation. They are creating a whirlwind in the already existing mindset and thus paving way for the winds of change. It is the era where age old norms are broken and new ones are established with pride and flamboyance. In today’s market the right positioning of one’s brand is a titanic challenge. And we see marketers innovate new paths akin to this generation in positioning their brands, the newest being Old Spice with it’s ‘’Mantastic’’ campaign. The campaign is an adaptation of the global Old Spice campaign; it features Milind Soman in the role played by Isaiah Mustafa. The ad opens with Soman seated on a throne; he welcomes viewers to his 'humble fort'. He then explains that he too, like many others had thought, in order to show his manliness he would have to do all that

every male has been doing for generations. Have a well chiselled physique, gelled hair, and numerous trophies which symbolise his bravery. He goes on to say that to be a real man one doesn’t need Polo championship trophies, bravery awards or membership in an elite club, which is then followed by visuals of all that he refers to. Soman then asks his ‘sweetheart’ to bring the ‘helicopter’ to reveal what is required to be a 'real man'. A remote-controlled toy helicopter operated by his ‘sweetheart’, a young woman, comes in carrying Soman’s recipe for manliness: 'Old Spice Deodorant'. He proceeds by explaining the ingredients Old Spice Deodorant has that are required in order to become a 'Mantastic and refined man'. The ad ends with the girl sitting on his lap and Soman urging viewers to buy the deodorant. Nikhil Ramesh, country marketing manager, Old Spice India, said, "The brief given to Wieden Kennedy

Flaunte' Anniversary Edition

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was to create a campaign which will reinvent the Old Spice brand and make it more relevant to a whole new generation of men, while retaining the authentic raw masculinity that Old Spice has always been known for. This film is just the beginning and one will see the 'Smell Mantastic' campaign across touch points." The campaign has seen a phenomenal success in India. The ad goes against the established perception of what makes someone manly. The TVC has more than 2million views on YouTube. Even though it stirs up the audience this commercial is difficult to shake off. One of the key social platforms used by Old Spice was Twitter. With the Mantastic commercial ad going viral on television, opinions from many users regarding the new Old Spice campaign were expressed on the social site. Usually, news updates about a brand are left ignored and go unanswered. They had a comeback for every update by

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every user talking about the ad. They used the hash-tag #MrMantasticSays. The comebacks were full of bold statements and quirky lines which were made by the brand. A user who is accustomed to brand ignorance will certainly take notice of Old Spice when he/she receives a personalized response from the brand itself. This is where the brand struck gold.

Flaunte' Anniversary Edition

COVER STORY

Controversial Marketing

ontroversial marketing is an offspring of guerilla marketing, but owing to its tremendous success and widespread increase of popularity it has become a standalone recipe for success in today’s growing markets. The methods associated with controversial a.k.a. confrontational marketing have withstood the test of time and proven their worth in phenomenally increasing attention, bringing in traffic and gain mass appeal whether it’s a product, company or website. The main premise of this form of marketing feeds on the basic human need of the hunger for attention, the curiosity over controversies and the need to rebel. But simply ‘picking a fight’ isn’t what controversial marketing is all about. The true efficacy of this form of marketing requires fine pruning of relevant market information. The marketer must identify its target market and know it thoroughly as the back of their hands. The key concern is to find the ideal customer and focus only on their needs and demands. And then, one just has to create a hype or controversial promotional campaign to draw attention of both the wanted and unwanted kind. This is done keeping in mind that not all people are potential customers for a certain product or service and thus alienating them is not an issue altogether, given that the resultant hype will generate more than adequate popularity for the product or service in question.

and finding the right customer for the product. Then begins the hectic process of understanding the target market’s core needs and desires and linking them to their beliefs. To ensure success for the campaign the marketer needs to realize that people are flooded with unwanted information and ads all day long and thus their message should be lucid and creative or quirky enough to gain limelight. The message should communicate with the target customer and tell them exactly how their needs can be fulfilled and their problems can be solved.

II. Finding the villain: the probability of

success of controversial marketing is increased many folds with the presence of a villain in the story. For every potential target customer there also remain people who might or will never be a customer and thus the marketer antagonizes such people to gain negative publicity and thus spread their message like wildfire. But the marketer also has to carefully determine whether they can handle the pressure created by pissing off these villains otherwise the results will not be favorable.

III. Let the fire burn: once the requisite hype has

been created, the marketer has to cleverly fan the fire and let it spread. The frequency of interference is crucial to the success of the campaign. The marketer has to drop the right hints at the right times to facilitate required spread of the desired message.

Then how does one implement such a marketing strategy? Thus simply put, controversial marketing not only

specifically targets its potential customer base but might also alienate, confront or enrage the people who will This strategy involves the three following steps: never be a customer and thus capitalize on both the I. Knowing the market: the first thing that a negative and positive publicity. Nevertheless, it should marketer has to do is an in-depth analysis of the market also be kept in mind that before embarking on such an

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COVER STORY eccentric marketing endeavor, a firm market knowledge and thorough analysis is required to avert repercussions and also have a clear understanding whether the company can bear the brunt of the people they pissed off in their path to profit. But the true art in running such a campaign is maintaining the mystery whether the created hype was intentional or accidental and knowing how to maintain such a balance of information.

Clearasil

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DOVE

Dove, HUL’s flagship skincare and hair care brand for women has always chosen out of the ordinary ways to prove to women that they are worthy of their attention. For example, in their Pro-Aging campaign, Dove directly went against the set norms and beliefs about the use of anti-aging creams by women to remain beautiful. The whole campaign revolved around the premise that women, irrespective of their wrinkles, hair color or figure are beautiful at any age. The campaign designed by Ogilvy & Mather, used nude photography of real life non-model women of the age group 45-65, that being their target group. It raised a lot of controversies regarding the use of such photographs, nonetheless giving the brand the requisite impetus to market its ProAging Skincare range.

Clearasil is a brand owned by Reckitt Benckiser with its arsenal of skincare products fighting dreadful acne. Their target audience mainly being young teens, the brand decided to come with the ‘May cause confidence’ campaign which was designed by Havas Worldwide in 2007. The advertisements contained a number of TVCs out of which Carl’s Jr the ones which completely viral was one in which teen averts embarrassment when her boyfriend was shown baby photos of her by being extremely confident and another in which a teenager hits on a friend’s mom. The campaign speaks directly to the youth, fueling their need to rebel against conservative parents and social thoughts as well as tells teens to be proud of their sexuality and individuality and thus emerge as confident adults. Even though the TVCs gained some negative publicity because of

Carl’s Jr, a US burger joint, unlike its rivals, McDonalds and Burger King, does not target the family segment for its calorie rich burgers and appetizers. Instead, their target of choice is the single male from18-35 years of age. Thus, their ads see provocative imagery that raises quite a lot of eyebrows while gaining the desired attention in the process. The most infamous of the recent ads being Paris Hilton’s car wash commercial and another teacher commercial stating, “We have flat buns.” This tactic has helped them remain in the limelight and become a brand a few discontent parents, the intended popularity that the of choice for its target group. brand demanded was not hampered, as the youth loved it.

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COVER STORY

social awareness about various issues like wearing fur or leather causes death of innocent animals, being a vegetarian would save a lot of lives, etc.

JBS Underwear

Titan Fastrack Titan Fastrack is an offspring of Titan industries. They started out with making watches but diversified into bags, sunglasses, jackets, etc. Their target audience being the Indian youth, their ads are specifically designed to cater to the changing needs of the rebellious youth mentality. Their core strategy has been to focus on the changing social trends in the youth environment with topics like homosexuality, premarital and casual sex, etc. With their taglines ‘Move On’ and ‘Blame it on Fastrack’ they’re trying to position themselves as the voice of change in the society while causing discontent among conservative schools of thought. A very prominent TVC of these campaigns was that of a young girl in her late teens waking up in a boy’s hostel and making a run for it while putting on her clothes. This ad not only promoted the concept of casual affairs and sleepovers but also gained popularity among the youth in the process.

JBS is a Danish men’s underwear maker with the belief that in the world of advertisements there’ll always be someone who is angered so why bother caring at all. With this in mind they make sure that their ads are brazen enough to spread their message. One of their most successful campaigns was ‘It’s hard to improve perfect’, where provocatively attired ladies are shown making men’s underwear with all their hard work. Conceptualized by the Danish ad firm Unclegrey, this campaign was phenomenal success which increased sales by 18% while simultaneously decreasing competitor’s sales by 20% all this with only 20% viewership in the country. One more notable campaign was ‘Men don’t like looking at naked men’, which showed seminude women in men’s underwear behaving like a young bachelor. This campaign not only raised a lot of eyebrows but the brand’s profits as well.

People for Ethical Treatment of Animals People for Ethical Treatment of Animals or better known as just ‘PETA’ has always been the center of attention with their aggressive media campaigns to ‘sell ethics’. Their campaigns are based on the simple logical reasoning that ‘sex sells’ and there’s nothing wrong in using it to send an ethical message. Thus with their provocative ads, where celebrities around the globe who endorse their ideas, go naked; they try to spread

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SNIPPETS

FACEBOOK ON BASIC PHONE MADE POSSIBLE BY U2OPIA MOBILE

Sumesh Menon, co-founder & CEO of U2opia Mobile and his team has fine-tuned USSD (Unstructured Supplementary Service Data) technology and is using it to allow anyone with a mobile phone to connect to Facebook. When you check your remaining pre-paid balance in the phone using a code, you use the USSD technology. Even if a user has a very basic phone and no data connection, he can use USSD to connect to Facebook. Of course, a solution based on USSD has its limitations. Facebook is a text-based service when used through USSD. A user cannot access photographs on his phone. Selecting a number from menu, sending it to telephone operator and then receiving a response after a few seconds will not appeal to users who are familiar with Facebook app for Android.

APPLE BUYS PRIMESENSE FOR $345 MILLION

Apple has bought PrimeSense, an Israeli maker of chips that enables three-dimensional (3D) machine vision, for $345 million. PrimeSense's sensing technology, which gives digital devices the ability to observe a scene in three dimensions, was used to help power Microsoft's Xbox Kinect.The acquisition of PrimeSense would be Apple's second purchase of an Israeli company. It bought flash storage chip maker Anobit in January 2012.

NEIGHBOURHOOD APPAREL STORES IS BIYANI’S NEXT PLAN

After setting up neighbourhood food and grocery stores, Future Group founder Kishore Biyani is considering opening compact neighbourhood stores for apparel, under the Fashion at Big Bazaar brand. Fashion at Big Bazaar is a value fashion brand from the Future Group. The stores, each with a size of about 4,000 sq ft, would compete with local apparel stores. These stores would be launched in metros, as well as in smaller cities, located in residential areas and markets. “The idea is similar to that of Japanese brand Uniqlo (Japanese apparel brand),” Biyani said, without divulging the details. Uniqlo has these convenience stores called UT Project. These sell T-shirts designed by artists, musicians, etc. The T-shirts are stored on open shelves and sold at set prices.

NOKIA ANNOUNCES 4G ENABLED TAB

Finnish mobile devices maker Nokia announced five new smartphones and its entry in the tablet segment with launch of 4G enabled Nokia Lumia 2520, widening its portfolio to better compete with larger rivals Samsung and Apple. Lumia 2520 is Nokia's first tablet. It is priced at USD 499 (about Rs 31,000) before taxes. Nokia will provide keyboard at additional cost of USD 149 (about Rs 9,000) before taxes. Built on Windows RT 8.1 operating system the tablet will have Microsoft Office Applications like MS Word, Excel etc pre-installed on it.

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Q NET LAUNCHES ‘CHAIROS GRAND PRIX’ WATCHES

While keeping in mind the fashion-conscious youth and specifically, the choice of ‘sports lovers’, Q NET has launched its new ‘Chairos Grand Prix’, a watch inspired by Formula 1. This is a limited edition watch, designed, developed and manufactured in India. The watch blends precise time-keeping and aesthetics with technical perfections using top grade materials and precision detailing. The exclusive and designer watch is priced at Rs 49,900 only. Its surgical grade 316 stainless steel casing prevents any contamination and the watch is further protected by a scratch-proof coating. So, go and grab a ‘Chairos Grand Prix’ watch for yourself or for your loved ones!

BURGER KING JOINS EVERSTONE TO OPEN RESTAURANTS IN INDIA

Burger King, the US- based hamburger chain, is planning to set up a shop in India. Burger King has formed a joint venture with the Everstone Group, an Indian-owned, Singaporebased private equity and real estate, though no details were given about where or when the first store might open. Like its bitter rival McDonald’s, the challenge will be tough for Burger King, as most Indians- whether vegetarians or not- do not eat beef, which puts the chains core product off limits. But Everstone does bring one strong advantage to a sector where access to suitable real estate is also a major constraint to growth. The company is one of the largest developers of shopping malls and industrial warehouses in India with a presence across 17 cities, which should help Burger King beat rivals in securing choice locations.

CHANNEL [V] REBRANDS TO CONNECT WITH THE YOUTH #CORRECTHAI

The Star India owned music channel had undergone a massive rebranding just last year on July 1, 2012 when it dropped the music to make way for general entertainment and reality shows. The channel is revamping again with a new logo and new shows that cater to today’s youth from November 25, 2013. The all new Channel [V] logo is that it has got rid of the square brackets around ‘V’ and now resembles a round pink sticker with the letter ‘V’ in white. A little flap at the top left corner has been pulled up to reveal ‘All New’. The tagline reads ‘Correct hai’ in the language of the youth – while the second ‘r’ in correct has been reversed vertically, the ‘hai’ is in Hindi script. Four new shows – Sadda Haq, Confessions of an Indian teenager, Paanch and Relationship Status-It’s Complicated – will go on air from November 25.The rebranding campaign has taken up all forms of media to announce the all new tone of the channel.

FOSSIL WAKES UP TO INDIA STORY

Known in the country mainly for its watches, the consumer fashion accessories player has decided to target the bridge-to-luxury segment for growth. Fossil is sharpening its focus on India as one of the top growing markets in the Asia-Pacific region. Known in India mainly for its namesake watches, Fossil is now gearing up to showcase its strength as a leading consumer fashion accessories player in the world. And the space it has chosen is the bridge-to-luxury segment which, it feels, is relatively less populated. So Fossil plans to launch its own line of accessories in leather goods, jewellery and eyewear in addition to its whole range of watches. "In India, the competition is less in this look, quality and price point. For instance, there is a gap between the fashion handbags available in stores (in the range of Rs 2,000-5,000) and the luxury handbags in Louis Vuitton," says Vasant Nangia, managing director, Fossil India. "No one is filling that gap here. In the US, there are brands like Coach, Folli Follie and others bridging that gap but these brands haven't entered India yet."

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THE 13TH EDITION OF THE DUBAI AIRSHOW ENDED AS THE BIGGEST EVENT IN THE SHOW’S 26 YEAR HISTORY

The Dubai Airshow 2013 was an overwhelming success drawing 60,692 trade attendees from around the world along with 1,046 exhibitors from 60 countries and 1,735 international and regional media. Yet again the event proved to be one where deals are made with the total order book for the Dubai Airshow breaking all previous records with $206.1 billion worth of orders – the largest in any airshow history. The statistics are 60,692 trade attendees from around the world, 1,046 exhibitors from 50 countries, 1,735 international and regional media and $206.1 billion total order book.

HITACHI’S INNOVATION FORUM

Hitachi in collaboration with the Confederation of Indian Industry has jointly organized the summit. The theme is “Innovation as a solution for rapid urbanization”. Held on the 16th and 17th December, eminent speakers talked about desalination techniques, mass rapid transit systems, smart grids and more. Hitachi understands the need for more innovation in these areas and entrepreneurs with a vision and passion must come forward and lead with charge. The highlight of the event was the exhibition .A one of its kind exhibition in India, the exposition put the spotlight on Hitachi’s range of technologies and innovations that today is one of the driving forces behind India. The exhibition was also a sneak peek of the future as Hitachi shares its vision of India’s tomorrow. The demonstration effectively covered a wide range of sectors including water, energy, transportation, healthcare, industry and IT.

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Flaunte' Anniversary Edition

Special Story

Formula One - The

t was the mid of twentieth century when cars became a luxurious item than an object of need. Since then car racing has been one of the most glamorous and entertaining profession. Today the youth is impassioned by it. Formula One is synonymous with Speed. The most exhilarating event Formula One Grand Prix, is now a glory of the country which organizes it. It is an honor for India to belong to the most prestigious circuits in the Grand Prix topography. 14

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Glamour with Speed

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SPECIAL STORY

his is an expensive event and it is sponsored by car manufacturers like Toyota, Ferrari, Mercedes and Renault along with other business houses from various continents. There are four engine suppliers namely Cosworth, Ferrari, Mercedes and Renault and all the eleven F1 teams trust Pirelli as their tyrevendor. The game has a strict set of rules and regulations. Formula One GP (Grand Prix) categorized its performers as drivers and constructors. The governing body of F1 is Federation Internationale De L’automobile (FIA) which is located in Paris, France. FIA was formed on 20th June 1904. The rules are flexible and can be frequently changed as per technological upgradation. The reason for flexi-rule system as quoted by the FIA President Jean Todt is, “We are very serious about the rules and regulations because our main target is to filtrate all impurities from this game and every constructor should always clear about the mechanical changes”. This lead to revision and modification of the rules, which will be effective from 2014 where the battery splitting will not be allowed, the rear spoiler should not be projected up to a certain limit and the

fuel weight will be limited to 100kgs. This is how the business houses are attracted to invest in the game. Formula One is a huge global sport estimated to be worth $4 billion annually. With the commercial rights by themselves generating a yearly revenue of $1 billion. With an audience base of 600 million viewers, it isn’t hard to understand why? It’s made stars of the likes of Michael Schumhacher, Lewis Hamilton, Ayrton Senna and of course made Ferrari a house hold name. Hundreds of multinational companies around the world have wished to become affiliated with these names to increase the appeal of their brand and global recognition. The Indian Grand Prix, was a Formula One race in the calendar of the FIA Formula One World Championship, which was held at the Buddh International Circuit in Greater Noida near New Delhi. The first event took place on 30 October 2011, as the 17th race of the 2011 Formula One season. The 5.14 km circuit has been designed by German architect Hermann Tilke. In constructing the circuit four million cubic tons of earth was moved to achieve the rise and fall through the lap. This is the 3rd fastest circuit in the world. The track is spread across an area of 875 acres, and is a part of Jaypee Green Sports city. The inaugural race was won by Germany's Sebastian Vettel, who thus far is the only driver ever to win the Indian Grand Prix. Jaypee Sports International

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Limited is the organiser of Formula One race in India and has signed a five-year contract with Formula One Management (FOM) to host the championship in India. 2013 will remain a memorable season for all Formula One associates. Though some incidents occurred which were not received favorably

by the people but it did raise their interest in the game. The negative publicity is a good business strategy but it is so sensitive an issue that every marketer has to use this strategy cautiously and reasonably. Though the controversy between McLaren and Ferrari drew the attention of many sport lovers but the F1 fans felt that it was sheer ignorance on the part of the respective teams. From the marketer’s point of view, it is essential to know the main sectors involved in Formula 1. The tourism industry is directly affected when F1 races are conducted in any country. It may happen that many people do not follow the game, but they do gain awareness through the internal means of communication. Both the internal and external modes of transport are associated with the logistic companies. DHL, the renowned International Cargo Carrier is responsible for transporting the cars from one country to another. DHL, the largest Cargo Carrier had been serving the logistic solutions for the past years. The demand for the fuel needed to drive the cars has to be generated by the respective country who is organizing the event. The leading fuel brands of that country render

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this need. In Indian Grand Prix, IOC supplied petrol in a compressed form. From next year, the cars will not be allowed to use more than 100 kgs of petrol. Hence, the petroleum companies are trying to innovate new technologies to deliver the 100 kgs target with high quality fuel.

Inherent knowledge and industryrelated experience in Formula 1 team leaders: The simple matrix represents the relative positioning of the four leader types in our study - drivers, managers, mechanics, or engineers (with degrees) -- according to our criteria of inherent knowledge and industry experience. Manager refers to a leader with low or basic inherent knowledge and minimal industry experience. Often manager-leaders are successful businessmen or CEOs who move to F1 from a different (and often unrelated) industry. Driver is assigned to leaders with high inherent knowledge and long industry experience. Driver-leaders have been involved in competitive racing (F1 and other racing competitions) as drivers from a very early age. A mechanic is a leader with medium inherent knowledge and average industry experience. Mechanics have practical technical experience in car making and mechanical repair but have not driven competitively and have not obtained a degree in mechanical engineering or a related field. Finally, engineer depicts a

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leader with low inherent knowledge of the core business activity and short industry experience. Engineers are highly skilled professionals and are defined in our study as those with degrees in mechanical engineering. Those who were lucky enough to be present at the 2013 Formula 1 Airtel Indian Grand Prix were privileged to watch history in the making, with Sebastian Vettel becoming the

>>Kimi Raikkonen won the first race of the season in Australia. >>Valtteri Bottas, Max Chilton, Jules Bianchi, Giedo van der Garde and Esteban Gutierrez were the five rookies on the 2013 grid. >>Multi-21 was the infamous radio call given to Sebastian Vettel in Malaysia.

youngest driver to win four Formula One drivers’ titles. And the crushing manner in which he did it - winning the race after carving his way through the field following an early stop - showed exactly why he must now be considered one of the alltime greats. Here is a look at the Top four Crowning jewels. Red Bull Sebastian Vettel, P1 Mark Webber, retired lap 40, alternator The only thing Vettel needed was a fifth place finish. Instead, a great strategy and another fierce drive earned him his third Indian Grand Prix victory, his sixth win in a row and his 10th of 2013 and, the

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biggest feather in his cap, his fourth consecutive world championship. And all that wonderful success also clinched a fourth consecutive constructors’ crown for Red Bull. In summary, it was an historic day for the team from Milton Keynes.

Mercedes Nico Rosberg, P2 Lewis Hamilton, P6 Rosberg said Mercedes’ aim this weekend was to be best of the rest, and Webber’s situations in both qualifying and the race actually gave the silver arrows a little more than that. He and Hamilton lost ground stuck behind Massa, but Rosberg’s pit strategy got him ahead of the Ferrari and a neat drive did the rest to earn him an honourable second place. Hamilton was slow on the straight and never did get past Massa, and neither could he resist Perez in the final laps. But their overall points haul put them four points ahead of Ferrari again. Lotus Romain Grosjean, P3 Kimi Raikkonen, P7 A brilliant 13-lap opening run on soft tyres brought Grosjean up from 17th to fifth, and he then built on that with a superb 47-lap run on mediums which took him up to third and the final podium position. Along the way he had a little tangle with team mate Raikonen, who had worked up to second after a seven-lap stint on softs and then a mammoth run on mediums. But as they faded towards the end he slipped down to seventh and finally had to pit for more softs with two laps to run. He was already angry after some pointed team instructions, and banged in the fastest lap of the race on his final tour. Lotus’s point score just keeps them in play in the fight for second place with Mercedes and Ferrari.

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Ferrari Felipe Massa, P4 Fernando Alonso, P11 Massa led a race for the first time since China, after a brilliant start took him past both Mercedes on the opening lap. He fell back behind Rosberg in the pit stops but drove like his old self to challenge Grosjean for the final podium place until dropping back to a respectable fourth. Alonso’s race was a disaster as he was involved in the Raikkonen/ Webber clash on the opening lap and then hit Button. The Ferrari then didn’t handle in right-handers and lacked straight-line speed, leaving him to a pointless 11th place finish as his title hopes ended. To make things worse, Ferrari lost second place in the constructors’ stakes to Mercedes.

India is now known worldwide for making great technological advances. So F1 forms one of the important legs for support. It is more than just a sporting extravaganza. It is an event capable of encouraging people all over the world to venture into the Indian market. The future of the Indian GP will be decided between Ecclestone and the sponsors Jaypee Sports. The latter has spent up to $400 million on creating the expansive Buddha International Circuit. The loss of the race would be a massive blow to the car manufacturers Ferrari, Mercedes and Renault, all heavily involved in F1 and anxious to make an impact

in a nation with a population of 1.2 billion. The Indian-born principal of the Sauber team, Monisha Kaltenborn, said recently: "It would be a pity if we don't go there. India is an important market for partners who are already in Formula One or who could get into Formula One because of that market." Sponsors have primarily used the sport for B2B relationship building in the past with brand exposure through logos on cars and trackside billboards, which were the main way media rights had been leveraged. Formula 1 has been an exciting and thrilling game but is confined to a certain section of the society. It should adopt strategies and make efforts to increase its fan following and viewers. It should publicize and endorse more to grab the attention of the people. In F1, each constructor team competes to win the championship by entering two cars in consecutive races every year. The goal of a constructor team is to maximise the number of points gained in races. Points are awarded based on the final position of each car at the end of the race (the first car wins the largest number of points, with other race points assigned down to tenth position). Constructor teams are relatively homogeneous and identical criteria are applied to measure their performance. Leaders of constructor teams in F1 operate in a skilled and stressful environment which requires quick decision making. The team principal is responsible for the day-to-day running of the team. Some leaders, for example Frank Williams of Williams or Tony Fernandes of Team Lotus, own and run their own teams. Owner-leaders have extensive

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powers. In other cases, principals are hired by owners to manage their teams. Such is the relationship between the beverage company Red Bull and principal Christian Horner. The role of team leader will differ; however, the kinds of decisions made by principals include choosing drivers, having the final word on technical issues such as how the car is set up, pit strategy, which gearbox or engine is used, and financial decision making, for example, about sponsorship or team wages. Up to the end of the 2013 season, 897 World Championship Grands Prix have been held, including the Indianapolis 500 races which were a part of the World Championships from 1950 until 1960.

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Best Article of the Month

? Articles

Can Sales Promotion outrun Advertising in The Long Run? By:- AshwiniKumar Mishra IIM Ahmedabad

dvertisements and Sales Promotions are heavily used by most organizations in tandem with an objective to achieve their ultimate goal: drive sales. Often they have been used in close association, and consequently the boundaries between the two have blurred. Sales promotions seem to drive the sales at the ground level, and the importance of advertising seems to be diminished. As such, questions arise, that is advertising needed at all, or sales promotions themselves are more than enough to drive sales. Similarly, if we consider the realm of advertising, we find that there is so much clutter. Given this clutter, it is very difficult for people to actually pay attention to all the advertisements and remember the messages in different advertisements. Because of this clutter, there is an emerging belief that when the purchase happens, customers have eventually forgotten about the advertisements and eventually it is the sales promotions that drive sales. This is an age of hyper competition, with brands competing

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against each other fervently. Advertisement/Promotional campaigns of the rivals are noted earnestly and they are countered in shortest time possible. All this has further lead to an increase in clutter, and this clutter will increase even more in the coming future. Given so much clutter, is it even possible for the consumers to remember what was said in which advertisement? Is it possible for the advertisements to capture significant mind share and recall value in the minds of their consumers. Note that, this mind share should be significant enough to make a favourable decision in the shopping place. So, in this debate of advertising vs. promotion, we should first understand what these both entities are, what their objectives are and to what extent are these replaceable. Advertising is the set of communications done in order to communicate information about the products and to persuade the target audience to take specific actions. The objectives of advertising are manifold. If the

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Articles

product is new, advertising serves in increasing awareness about the product. If the awareness is already there, advertising serves to increase the interest in the product and makes people desire the product. On the other hand, Sales Promotions are schemes and ways intended to increase the sales of products for a

much sales promotion might actually dilute the brand value. A ‘Brand’ is not just a logo, symbol, or a name which identifies a company; instead a Brand is a living entity with a soul and with a purpose. The purpose of a Brand is to fulfill human desires, dreams, emotions and Advertisements help Brands fulfill this purpose. In simpler words, all organizations wish to become brands,

given period of time. These include discounts, coupons, brands which will have a high recall value and which will vouchers etc. Sales promotions are, by definition, be remembered. Becoming a brand makes it easier for limited period activities with intent of either increasing trial or to increase consumption in a limited time frame. If we consider the sales process, any sale made by an organization follows the following 4-step model 1. Awareness 2. Interest 3. Desire 4. Action If we follow this model, the difference between advertising and promotions becomes clearer. The role of advertising is to generate Awareness, Interest and Desire whereas the role of Promotions is to convert Desire into Action. Clearly, the roles of both are not interchangeable. Advertisements have another very important role organizations to drive sales, and also to carry out brand too; they help organizations in becoming ‘brands’. extensions by the virtue of its brand value. However, Promotion can never achieve that. If anything, too

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becoming a Brand is easier said than done. For an organization to become a brand, the organization needs to sell not just products, but also dreams and desires. It needs to serve not just the functional requirements through its products, but it also needs to serve some human purpose. And this is precisely what most successful brands do, for instance, Coca Cola serves the human purpose of celebrating happiness, while Pepsi serves the human purpose of being happening and youthful and Dominos serves the human purpose of celebrating relationships. While Nike exists to bring out the athlete in every one of us, Apple exists to bring out the innovative rebel in us.

these promotions visible to people. Often it is these advertisements about promotions which bring the audience into the market. The importance of advertising in making sales promotions visible becomes even more pronounced in the online domain. In a retail shop, often products and promotions of competitors are also visible, the same might not be always true in an online domain. Therefore it is safe to say that advertising and sales promotions are complementary activities, and no matter how much the boundary between them blurs, both will still be required. As such, it is unlikely that sales promotions can replace advertising in the long run.

An interesting advertisement highlighting the same is the recent Asian Paints advertisement in which newlywed wife of an army-man finds her room in her husbandâ&#x20AC;&#x2122;s home decorated just like her room in her home. Note that there is no mention of the functionalities or the attributes of the paint, however the advertisement connects to us at an emotional level, because it serves the desire to decorate a home for our loved ones. Besides this it also serves the human purpose of finding compassion and love post an arrange marriage. Asian-Paints ad: https://www.youtube.com/ FlauntNDIM So, to become a Brand, an organization needs to sell dreams, not just products and functionalities. A sales promotion might be able to sell products and functionalities, but it can never sell dreams. Selling dreams is a job best done through advertisements, and therein lies the fact that advertising is something which cannot be easily ignored. In fact, advertising is something which helps sales promotions to be successful. If there is clutter in terms of promotions as well, and advertising makes

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Articles

Flipkart – a giant in the making

lipkart, one of the many innocuous, e-commerce websites, started in 2007. It was a time when India saw a second wave of the dot-com boom, with several Amazon-like e-tailing sites cropping up on the internet. Flipkart was one amongst many – snapdeal.com, yebhi.com, letsbuy.com to name a few – that rode on this wave. With Amazon-like features, the website primarily sold books, striving to get the reader’s attention in a fast-changing digital world. But soon enough, Flipkart outgrew the other startups and potential competitors, and even with its early successes, gave no indication of the way it would transform the Indian e-commerce industry in a next 5-6 years.

Humble Beginnings

“The book store at your door!” This was the slogan of the company when it first started in 2007 by IIT Delhi and Amazon alumni, Sachin and Binny Bansal. The name “flipkart”, in itself, is interesting. Although never stated explicitly what it stands for, the Bansals apparently went in for a blend between ‘flip’ing pages in a book and a shopping ‘kart’, signifying an online shopping store dealing in books.

External funding

Initially, the Bansals invested their own money in order to start operations. Their first round of funding came in 2009 from Accel India in the form of USD1 million. In the next 3 years, several other investors and venture capitalists took note of the exponential growth of the company, allowing Flipkart to raise a further USD180 million, as the operations continued to grow into the several cities and the product offering increased. By

By:-Aniruddha Jaju IIM Ahmedabad

2013, the company had raised a further USD360 million, the largest investment raised by an internetbased company in India.

Operational Excellence

One of the primary reasons for the success of Flipkart has been its simple business model. The founders have maintained an excellent relationship with their suppliers and manufacturers, and by eliminating the middle-man completely, have ensured attractive discounts and offers to the consumers. By having a low product acquisition cost, the savings on an item are transferred to the customer purchasing that item. This direct link between the manufacturers and the customers allowed Flipkart to provide excellent customer-service, fast deliveries and top-class postsales service.

Exponential growth – from a book store to a mega

store

The difference in the two homepages, in the span of 6 years, says a lot about the growth of the organization. From a mere book store that aggregated books from manufacturers and sold them to consumers in 2007, the business today is a megastore, selling electronics,

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apparels, books, appliances, music and sport equipment. It is an all-encompassing website, dealing with everything that a consumer would like to purchase, under one domain and is extremely easy-to-use. Currently, Flipkart sells 20 items off its website every minute! The growth has been exponential. Over the next two years, the business is expected to touch the USD5

a bunch of kids, buying stuff from the website and showcasing the buy-at-a-click-of-a-button strategy of Flipkart. The advertisements were extremely loveable, catchy, humorous and made a long-lasting impression on the viewer. Its message was plain and simple – try Flipkart. Purchasing is child’s play. The advertisements brought huge visibility to the business, increasing the sales many-fold. Flipkart had managed to touch the consumer’s heart by using the innocence and the playfulness of children.

Growth by acquisition

Flipkart has made four major acquisitions, the latest being the largest – letsbuy.com – in a USD 25 million deal. It has expanded the share of the Indian e-commerce market to a staggering 80+% market share. Its acquisitions of mime360 and chakpak.com allowed it to launch its own digital music store, in line with Apple’s iTunes. The growth-by-acquisition strategy is a very good way to kill competition and increase reach, while increasing billion mark (annual sales), making it, by far, the biggest product range and services. internet company in India.

Advertisements – made a lasting impression

Fair share of criticism

Like every business, Flipkart has received a fair share of In 2010-11, Flipkart came out with a series of criticism from media, experts and investors. There has advertisements in print and television, which featured been speculation of mismanagement in the internal structure of the organization, which is prohibiting the growth of the organization. There has also been talk of Flipkart using anti-competitive tactics (predatory pricing), to bypass the competition.

Conclusion

Even with all the criticism, one thing is for certain – Flipkart shaped the Indian e-commerce domain from a being nascent market with a lot of customer inertia to the free-flowing marketplace that it is today. Currently valued at USD 1.5 billion, Flipkart is definitely a giant in the making.

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Articles

RIL's answer to KFCChicken came first By : Akash Gada IMT Ghaziabad

IL's chairperson Mukesh Ambani is foraying into quick service restaurants to take on KFC. The quick service segment in India is Rs7000 cr and is annually rising every year by 30%. However, this take of RIL on KFC could be a big failure. The reasons for the same are listed below:

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•Brand Name: Since RIL is establishing its venture with the name "Chicken came first" and does not include the keyword "Reliance", it would be very difficult for RIL to establish it as a brand name.

•Social factors: KFC has faced a lot of protests

during its early days in India. Since Mukesh Ambani hails from Gujarat where a majority of the population are pure vegetarians and/or Jains, they would oppose and might hold fierce protests (the messages for which have already started spreading ) to stop RIL to launch this venture. If RIL still goes ahead with this, then it may not only lose people in the vegetarian segment of its venture (if there are plans to open) but also lose consumers' trust in his other ventures in the fields of retail, oil & gas and other industries. This many pose as a serious threat to RIL. Similar protests might happen in case of 'Chicken came first'

•First Mover Advantage: KFC has the first mover •Local taste: KFC caters to the local markets and has

launched spicy chicken (fiery grilled) in its product line. Also, it has introduced many vegetarian dishes in order to attract the large segment of vegetarian crowd in India. RIL is launching "Chicken came first" with the mission of catering to the local taste by making its chicken more spicy and with 'tadka' which KFC has already ventured into. Also, in case of McDonalds, its Mc Aloo Tikki with 'chat masala' was a failure. Hence RIL needs to take care, when catering to the local taste.

•KFC following market leader strategies: KFC is a leader in the 'chicken' sub-segment of QSRs and has been implementing "market leader" strategies. KFC introduced veg menu in order to attract a completely new segment. Also it has smoothies and pastries in its menu which can be eaten just as desserts or as soothers while having spicy chicken, thereby introducing new ways of having the same products. •Cultural Factors: Since, tier 1 citizens are now adopting a western culture, they would prefer western brand and may perceive an Indian brand in the same segment as low quality and an imitator to KFC. •Economic factors: The biggest competitive advantage

for 'Chicken came first' is to keep its prices lower than KFC and serve chickens with same quality as KFC. However, in such a case the target segment for 'Chicken came first' may not be successfully defined because, the lower income segment may not visit CCF that frequently and the middle and upper income groups (who are adopting western culture) would prefer KFC to CCF due to its brand establishment and its balance between standardization and mutual adjustment, with the localizing of the global brand.

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advantage in India for the chicken sub-category of quick service restaurants. The competitor of RIL is KFC who is excellent in service, quality and ambience. A consumer would expect at least the same standard of products and services from 'Chicken Came First' . Even a little shortfall in any of these critical factors may send a wave of pessimism in the minds of consumers about this company. Also, since RIL is a new entrant in the hospitality sector, it may be difficult for it to provide the same level of services as that of a well-established global brand. However, RIL can still win over KFC by launching specific attack strategies which may cause the consumers to shift their loyalty from KFC to 'Chicken came first'. One such strategy is to have a flank attack by identifying the geographical areas where KFC is underperforming and implement better strategies in those geographies after understanding consumer behavior, thereby becoming a market leader in those areas. The other strategy that can be implemented is guerrilla attacks where RIL can attack in short intervals (for eg: price cuts initiative, intensive promotional campaign and occasional legal actions) to establish a stronghold among the consumers. These strategies, though sound good, should be very carefully implemented taking into considerations a plethora of after-effects of every attack launched. Guerrilla marketing against KFC in order to communicate about the degrading effects on health.

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Articles

Walmart – Bharti split up – A Blessing in Disguise

By Rohan Junarkar , NDIM

almart – Bharti split up – A Blessing in Disguise The seven year old bed-lock came to an end, when Walmart and Indian retail partner Bharti Enterprise decided to cease their Joint venture that was launched in 2006. Both had reached a consensual point to earn individual interests in the Indian market. In the Asia- Pacific meeting held in Bali, Scott Price – CEO Walmart Asia, stated to media that “the existing franchise to Bharti is not tenable as the base” for Walmart in India. This move wasn’t entirely unexpected before the release of such statement. Under the terms of the divorce, Bharti will absorb Walmart’s indirect stake in the ‘Easyday’ chain of retail stores through annexation of compulsory convertible debentures of Cedar Support Services, a Bharti group company. On the other hand Walmart will acquire Bharti’s 50 per cent stake in the wholesale retailing operation through which it runs 20 stores in the country straggled across an area of just over 1 million square feet. Even though the split up was no big surprise, it was superfluous to many observers since Walmart has been playing the stellar role in the campaign for 51% foreign holding in multi-brand retail. Yet everything is not crystal clear. The retail behemoth has recently run into troubles with the US authorities over accusations that

Walmart de Mexico had has plunged its way to market ascendance in that coun try. OUTLOOK IN INDIA ‘Lobbying’ is illegal in India unlike US and there was a significant outburst when Walmart revealed to the U.S. Senate about their indulgence in India – specific lobbying. Indian lawmakers in the opposition compelled the government to take the action and a retired judge took charge of the issue. While previous indications are that the findings have been indeterminate, a new confusion has arisen. The Prime Minister’s office has declined to give required details of meetings of the prime minister and his officials with Walmart Lobbyists. Whilst this exemption can be claimed under India’s Right to Information Act. Walmart with its ‘cash and carry’ venture retained a foothold in India and observers feel it will come back in multi-brand retail when the regulations are further relaxed. While the company also has the option of depriving ‘Best Price’ and getting out of India altogether. POLICY PAINS What difficulty is Walmart facing in accepting the FDI rules? The trouble in India is that every policy is accompanied by subsequent clarifications, some of which are difficult to tolerate. IKEA, Swedish furniture

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maker, had proposed to set-up single brand stores in India but event this was postponed because it wanted to operate Cafes and Restaurants in its stores, which according to the Government, would make it multibrand retail. IKEA ultimately received approval to move ahead; the chain is allowed to sell only café that to only for consumption on store premises. We would soon experience an IKEA store expected to open in 2017-18.

According to various studies, almost 60% to 70% joint ventures fail which can be due to many factors like objectives of partnership not clearly defined, lack of planning, HR issues, cultural differences and different leadership styles. For instance, Pepsi started in India with the Tata’s (Voltas).The two broke up as soon as the laws were changed. A major issue today for India, which is currently being disabled by a huge Current Account deficit, is the affect on FDI inflows. India has not received a single application for multibrand retail since the FDI rules were amended more than a year ago. The impact of Walmart-Bharti split up on FDI now largely depends upon what Walmart plans to do now. If it decides to continue in India it would prove its confidence on the potentiality of Indian market which is very positive for FDI while if it decides to move out of India, it could have a negative impact.

Walmart is facing a different drawback. A disagreeable clause says that multi-brand foreign retailers must source at 30% of their products from small industries. This may be possible with textiles and handicrafts, but what about electronics? The second confusing clause relates to investment. The policy clearly states that 50% of Investment must be in back-end Infrastructure. The “Department of Industrial Policy and Promotion” clarified that this must be entirely for green-field assets, which means Walmart’s investment in India thus far do not count toward meeting that clause. This is now clear that Walmart will now have to re asses their Investment plans and rethink their strategies. This argument suggests that these clarifications may pose additional hindrance for global retail players. NOT JUST WALMART A joint venture is a partnership between two firms, each bringing its own strength – local market knowledge from one best International practice from other.

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THE GREAT INDIAN FRAGRANCE INDUSTRY – BREATH IN A WHIFF OF FRESH AIR By:-Debdip Burman NDIM

arlier it was believed that a person’s quality is judged by the kind of footwear that they wear. Nowadays, this concept has totally changed and shifted to a different perspective. It is the fragrance which a person carries along, which decides the quality in the person. Hence, fragrance industry plays an important role in today’s scenario by which an individual is judged and hence complimented based on the fragrance. Therefore, one must smell good in order to make things go good. Happiness is perfume; you can't pour it on somebody else without getting a few drops on yourself. Derived from the Latin word “per fumum” meaning “through smoke” it is used as scented mixtures, essential oils, fixatives and solvents which is used to give the human body, animals, food, objects and living spaces a pleasant scent. The art of making perfumes started in ancient Egypt refined by the Romans and has later on developed by the Persians and Arabs. ‘Attar’, a natural perfume oil was a customary practice of nobility offering to the guests at the time of their departure. It was indeed considered as the favorite perfume of the Nizams in the Hyderabad state. This is an Egyptian scene depicting the preparation of Lily perfume.

We Indians are very beauty cautious and hence we always love to be appreciated by the people in terms of compliments and praises. Hence, the fragrance industry plays an important role in the minds of the people. Fragrance basically consists of deodorants, perfumes and roll-ons. India is having an enormous growth potential for the cosmetics industry. With current CAGR value and volume of 20.2% and 16.5% respectively, the industry is expected to raise its heights till the end of 2017. The rising demand for fragrances from tier1 and tier2 markets are making the company to shift from metros to the various places hence reaching the people at every extent. Although the industry has targeted mainly towards men, the segment is likely to see an upsurge with various brands and new entrants in order to sustain the media campaigns. The increasing rate of deodorants in the men’s section has influenced women also to use men’s perfume. Hence, it has touched the hearts of millions of female consumers who are using these fragrant nowadays and therefore the segment has increased rapidly at a large extent. Various ads of fragrance are shown on televisions

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Articles and websites. Some brands like AXE, WILD STONE, SET WET DEO, etc have marketed tremendously, and achieved better responses by reaching the people and hence making the product favorable. A very common ad on AXE is been shown where the girl’s skirt got lifted up

apart from having perfume for men. SET WET has also introduced some variety of products like SET WET ZATAK, SET WET COOL and SET WET LOUNGE where people consume the product according to their preferences. In India, NIKE has a good market share. NIKE is preferred by the Indian consumers especially in summers as it lasts long and also spreads a good fragrance in the surroundings. Hence, people get attracted towards the product. NIKE also gives some attractive offers where if one buys NIKE perfume, he/ she is also given a NIKE deodorant for free. Therefore people tend more towards buying the product and hence sales for the product becomes optimum. Even though these advertisements are detrimental to the society, they are been published so as to grab the attention of the prospects. There is a wonderful quote which states that, “The first impression is always the last impression”. Here is where the fragrance industry comes into picture automatically by sensing the fragrance of AXE. It gave by reaching the hearts and minds of the people by an insight towards the effectiveness of the product and creating a good impression and hence fulfilling their hence increased its sale. expectations as a whole. People have become more sophisticated and therefore the fragrance industry plays a major role towards their lives and standards. Due to increase in the IT sectors where people has to have a good get up and communicate with the clients, the sense of fragrance then comes into picture. So, if the person spreads a good fragrance around he/she becomes impressive and therefore the task is performed well. This increase in the fragrance sector has further given chance to many perfume companies to increase their product line. Hence, various products of a common brand were introduced and segmented. For example, FOG deodorant has introduced “FOG especially for women”

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NEW DELHI INSTITUTE OF MANAGEMENT presents

SPANDAN 2014

SPANDAN, the Euphoric event of New Delhi Institute of Management is back with a bang. The larger than life spirit of SPANDAN that encapsulates various cultural activities coupled with innumerable events, providing our students an outlet to showcase their extra-curricular competencies. This time around, this cultural & sports gala will be observed in its grandeur for three days i.e. 12th Feb - 14th Feb. 2014, where prodigal amateurs manifest the dexterity of adroit artists. It is the cultural extravaganza which illuminates the statue of pride and dignity. This event has been bringing laurels and fame to the varsity and it has been providing the students a proper platform to show and nurture their talent in a highly competitive environment. Special Attraction – R J Hunt 2014 For more details: http://www.ndimdelhi.org/spandan14.html www.facebook.com/pages/Spandan-2014/1374748872790323 •Last date for registration of each event: 7th February 2014 EOD •Teams can send their entries for registration for each event at: flaunt.spandan@gmail.com Format: College Name; Team Name; Event Name; Details of participants Student Co-ordinator: Abhishek Mehta +919958589900 Anurag Verma +919953630106

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MYTHOLOGICAL MANAGEMENT LESSONS - BIBLE

ith Christmas around the corner, decorations up, Christmas trees lit with twinkling lights, jingle bells playing in the background and happiness being shared over slices of cakes we look for important lessons to be learnt from the from the world’s largest selling book, The Bible. Here is a take on the Ten Commandments in relation to management.

1) I am the Lord thy God, Thou shalt not have strange gods before me Thou shalt not make for thyself any graven image

One should be faithful and loyal to their organisation, for only then they will work hard to make a difference in there. And then the organisation shall appreciate and reward their hard work.

2) Thou shalt not take the name of the Lord thy God in vain

At times of distress, one should not crib about the problem at hand and seek their boss’ help, instead they should try to find the solutions themselves and present it to their higher authority.

3) Remember to keep holy the Sabbath day

After slogging oneself throughout the week, it is important to take a break once in a while so that one can relax and rejuvenate ones’ mental and physical strength. In the current scenario it is crucial to maintain good health as well in order to deliver quality performance.

4) Honour thy father and mother

One should not forget that our parents are our first teachers so we respect them, in the corporate world, bosses play the same roles. They act as guiding lights in the industry, thus one should always treat them with respect.

5) Thou shalt not kill

In today’s time, killing does not literally mean murder but can also be used to refer to the killing of good relationship between two associates due to miscommunication. In order to avoid this one must choose his words carefully. More importantly one should not kill time as well, for time is more valuable than life today.

6) Thou shalt not commit adultery

In the tough world of competition, one should not make unjust use of his appearance to get by. The competition should be fair and only on the basis of one’s performance and deliverance.

7) Thou shalt not steal

One should not steal anything that does not rightfully belong to him. As a manager, one is expected to be ethical and honest. It is also the duty of a manager to instil the feeling of being honest in his employees.

8) Thou shalt not bear false witness against thy neighbour

In the corporate world many a times we need to take sides, but it is important to not take sides with someone who is guilty. That would be deceitful and will result in loss to oneself and the organization in the long run.

9) Thou shalt not covet thy neighbour’s wife

In the corporate world, a person’s project is like their wife. People work hard to get noticed and to be appraised by their organisation. In such a scenario should try to take false credit for other people’s hard work and diligence.

10) Thou shalt not covet thy neighbour’s (goods)

As a manager one should never try to covet other’s opportunities and should not be jealous of other’s growth. Being in the position of a leader it is essential to constantly motivate one’s employees to make them perform better towards achieving the goals of the organization.

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Anniversary Special

The Journey of Flaunté

here is a popular saying that if you want to walk fast then walk alone and if you want to walk far then walk together. It was the spine chilling cold wave of December 2012 which ignited the innermost spirit of five of us with a vision to make a difference. Like five forces of nature-(sky, water, earth, fire and wind) come together and act as a lethal combination, we were all poised to redefine the world of marketing with panache and exuberance. Hence, the answer was Flaunté - the marketing magazine of NDIM. The idea was to introduce it as an e-magazine realizing the importance of conserving paper and the burgeoning growth of the digital world but ever since the inception, the going was never easy and we had to go through a lot of hardships but soon we realized that this student initiative will not only going to enlighten us but will also be a great value addition for the students of different B-schools and other colleges. On one hand, we had realized the importance of a marketing magazine but, on the other hand, there were a heap of challenges lined in front of us right from managing the content to its designing. Initially, we had to rack up our mind a lot in deciding the flavour of the content and the

Abishek Mehta:-Flaunté has been one of the most defining and enriching projects of my career. I am deeply grateful in every sense and respect to all the teammates and to the management of NDIM for their unconditional support.

liveliness of the designing but with the passage of time, we understood the tastes and preferences of our audiences and started incorporating the changes accordingly. As a unit, we were always sure of giving an offering that hasn’t been existed before. Hence, the greatest challenge was to have intriguing content supported with lifelike designing. As every journey is full of ups and downs, this journey was no different. Amid the exodus of other team members and many hiccups, the five of us never gave it up as we had full faith in our concept and the required level of perseverance for its persuasion. As a matter of result, our biggest achievement was when we started receiving articles from premier B-schools across the country and received feedback from many corporates. Further, in a short span of six months, we managed to garner 1000 likes on our Facebook page. Also, since 2013 we have received close to 10,000 impressions on issuu.com. We are very grateful and highly indebted to the management of NDIM for their unconditional support and encouragement towards a student-driven initiative. We all hope and wish that initiative will blossom and become an indispensable part of students’ lives in the time to come.

Anurag: Flaunté, a dream project completing a year successfully with the help of all teammates & the support of management. Planning of content for each edition and coordination with team members was a challenging task for the smooth flow of work. It was a great opportunity to learn new things in the world of marketing.

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Year Book Team Flaunté has done a remarkable work. It has been a great initiative. The very thought and the very process has been entrepreneurial.

Mr. V.M. Bansal (Chairman)

Team Flaunté has been an excellent example of how creative thoughts if cultivated and nurtured through hard work and commitment can lead to limitless possibilities. Flaunté, the e-magazine of NDIM's marketing club has become extremely popular amongst all other B- schools because of its coverage which is untapped and unique. Congrats to team Flaunté. Bhumika Bansal (Director CRC)

Flaunté is an e magazine of our marketing club and department. We are really proud of that. It won't be an exaggeration to say that Team Flaunte has done a commendable job. Kudos to the entire team for their anniversary issue. Dr.Gajendra Sharma (HOD Marketing)

Gurvinder: Flaunté has been one of the most important things of my life. Through Flaunté, I did not only learn new and interesting concepts of marketing but it also helped me in nurturing my designing skills.

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Adarsh: The experience was very enriching and full of learning. On the creativity front, I was deeply involved in managing the ‘First Cut’ section which included unique set of initiatives and advertisements.

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Prakash: The association with Flaunté has been one of the highest points of my life. I was keenly involved in managing ‘Special Story’ section which included the latest talking in the town.

Founder's Day @NDIM

t was the occasion which marks the successful completion of 21 glorious years of NDIM in making future-ready managers. The founder’s day was embraced with the presence of Mr. Tejender Khanna as the guest-of –honor. Mr. Khanna did not only shared some valuable insights with the students of NDIM but was also kind enough in felicitating the top industry leaders with mementos.

Nguyen Tran Ngoc, Second Secretary – Commercial Office, embassy of Vietnam

Mr. Tejendra Khanna, H.E. The Lt. Governor of Delhi

Kunal Mehta, Sr Brand Manager, Nestle

Hemendra Barthwal, Journalist & Political Advisor to British High Commission

Anuradha Goyal, FICCI

Vivek Kumar, Marketing Manager, Unified Learning PVT LTD.

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Bhavna Mishra, Chroma

Dr. Harish Bhalla, Family Physician

Somnath Dey, Fedders Loyd

Kamal Singh, NHRD

Shivesh Kumar Singh, Regional HR, ING

VYSA

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Vijay Mehta, Chairman and CEO, Mefcom Capital Markets Limited

Kamal Shekhawat & Jitesh Balhra, Worldâ&#x20AC;&#x2122;s Window Group

Himanshree Kohli & Himani Raina, Safexpress Pvt Ltd

Suresh Neotia, Chairman Emeritus, Ambuja Cement

V K Seth, MD, Sakata Inx Ltd

Sangya Verma & Rahul, GFB Foods

Deepak Chawla & Kapilesh Prakash, NEO Sports

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Manoj K Raut, CEO, IOD

Ravinder Kaul & Roopam Banerjee, ICICI Securities

Adesh Gupta, CEO, Liberty Group

CASE STUDY

Chanakya Niti

FASTRACK

astrack is a well known brand of watches from the house of Titan Industries Ltd. The market share of Titan watches in India is more than 60% which makes it the market leader in the watch category. Launched in 1998, Fastrack developed into an independent brand of watches targeting the generation of youth. It has been well received and has made a mark for itself in the lives of the youth with designs that draw attention due to the simple reason that they are different and affordable. Fastrack has also ventured into the sunglasses business and has already secured the title of being the largest sunglasses brand of India. It has further widened its horizon by expanding itself into different areas like- bags, belts, wallets, wrist bands , all as a part of its mission which is to offer the youth generation everything they need to be “cool”. Essentially being a youth brand and the target segment being the 15-25 year olds, they couldn’t have come up with a better strategy than using the social media as a platform – something that the youth uses daily. Virat Kohli and Genelia D’souza have been roped in as the ambassadors of the brand since they both are young,

admired, aggressive and extremely popular with the youth. Social networking forms a large part of the lives of the youth and Fastrack has made it the largest part of their strategy. They have extended all their online initiatives so as to incorporate their social networks and communities. By answering queries, resolving complaints and doubts, obtaining feedback about the brand, collections and campaigns- they worked on tapping the pulse of the youth. Also, interaction with the ‘Fastrack Fans’ takes place 24*7. Fastrack was one of the first brands to use social media as a platform to engage with the existing and potential consumers. Initially they started with two communinities- Facebook and Twitter way back in 2007. Their achievement came in 2010when the Facebook Fastrack fan page hitting one million and they celebrated it by having a one day flat 50% sale across all the exclusive fastrack stores. Duration of the said activity was given as: start date-end date one day only!. Soon they turned in-house and worked with college interns to create the Fastrack logo and engaged them in innovative contests like – myexbox and different campaigns. The first signs of shock came in 2010, when they came up with the f*****ck 20% off campaign. Major roads and intersections were decorated with posters and a television commercial was created to support the campaign. However, this commercial was banned due to its provocative nature. “With the number of Likes crossing the two million mark, Fastrack was looking for an opportunity to do something different and they found tees to be the right choice. The entire range of Tees has been designed around the concept of taking the cheesy lines usually found on t-shirts and moving them to a range of watches. These included groan inducing lines like – Don’t stare at my t _ _ s, Two Thongs Don't Make A Right and Size Does Matter.

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CASE STUDY The brand Fastrack draws its inspiration from the brand Diesel. After closely following the brand’s strategy of extending its portfolio, it is probable that it wants to become the Diesel of India. It uses the the same type of communication – risqué communication and bold imagery to take its customers by shock just like Diesel did with its ‘Be Stupid’ Campaign. The other campaigns from the brand which have been quite provocative are : Need an excuse? Blame Fastrack and move on!- this was launched keeping in mind that the youth usually get blamed by their parents and teachers and provides them an excuse to do things they want to do, make hell cool- end of the world gear which was launched targeting the hype created about doomsday 21-12-2012 , Come out of the closet...Move On' – which was launched asking the youth not to be pressurized by societal taboos. The latest campaign brought out by Fastrack is #metalhead which consists of watches which combine both metal and leather.

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BIZ QUIZ Q1. Govt of India is launching an Internet surveillance system developed by CAIR of DRDO. What is it called? Q2. Who will replace Mike Duke as the next CEO of Wal-Mart from February 2014 ? Q3. Which brand of microwaves used Mallika e kitchen TV show to promote microwaves in India ? Q4. Who owns the company Buffalo networks pvt ltd, now in the news for a scandal ? Q5. Name this Gujarat based co which uses nano tech to make moisture resistant roads which will have longer life. It is making border roads now. Q6.

Identify the logo.

Q7.

Identify the logo.

Q8. Identify the missing figure.

Q9. Amazon claims to be developing which new method of delivery to customers? Q10. Who is launching the beats music streaming service in Jan 2014?

BIZ QUIZ ANSWER A1. Netra A2. Doug McMillon A3. LG A4. Tarun Tejpal and family A5. Zydex Technologies A6. Under Amour, American sports clothing and Accessories Company. A7. Jack Daniels. A8. chips ahoyâ&#x20AC;&#x2122; A9. Unmanned drones A10. Dr DRE

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