EDITOR’S DESK Dear Readers, At the very outset, we would like to thank all of you for being so kind and supportive. This time around we have made a subtle change by introducing an all new section “Sneak Peek”. The section boasts of the ‘international and domestic industrial visits’ made by NDIMites. We at Markomania ensure that every read should be full of zest, vivacity and vividness in order to serve you all in the best possible manner. Hope it makes for a craving read. The August issue encapsulates ‘Retargeting Marketing’ as the Cover Story, ‘100 years of Indian Cinema’ as the Special Story, ‘Incredible India’ as the First-Cut. The Snippets include a breath of fresh air in the form of ‘Dreamers Media’, Maruti ‘Stingray’, Rolls-Royce ‘Wraith’, Nike ‘Possibilities’ and many more. Coming to Chanakya Niti and Mythological Management lesson, we have ‘Havells’ and ‘Janmashtami’ respectively. We would like to congratulate the winners of our article writing competition: Susmita Paria – “Best Article of the Month”, Disha Shah and Rony George Verghese. Let us know your thoughts and be sure to come visit us at https://www.facebook.com/FlauntNDIM for more of the latest integrative marketing news and stories. Keep Reading! Keep Liking! Team – Flaunte’ Markomania – The Marketing Club New Delhi Institute of Management
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CONTENTs
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Special Story:100 years of
Indian Cinema (4)
Cover Story: Retargeting
Marketing(12)
First Cut: Incredible INDIA (20) Chanakya Niti:
Darkness to Light "Havells" (24)
Mythological Management Lesson: Janmashtami (32)
Snippets (29)
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Articles (34) Biz Quiz (39) Sneak Peek (40) NDIM
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SPECIAL STORY
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years of Indian Cinema From the era of the first finest and silent movies, from the era of the pale grayscale duo chromatic movies, to here, we are exploring the tech universe in film making in 21st century with the modern marvel tools of jaw dropping special effects & not to forget those anti-gravity intense fight scenes. All courtesy modern day VFX & CGI. The change is imminent with time, though the point remains whether the change is productive or not. So before going into any further details, let’s just have a flash back of the journey covered by the Indian film industry or Bollywood as we say it.
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1913: First silent film released, made by Dadasaheb Phalke called Raja Harishchandra. Interestingly the heroine in the film was not a female but a young boy called Salunke, who acted as Taramati. 1930 – 1931: First sound film released. Alam Ara by Ardeshir Irani. The year also saw the launch of the first air conditioned cinema theatre in the country- Regal cinema Bombay was opened to the public. 1937: First colour film by Ardeshir Irani called Kisan Kanya. 1946: Neecha Nagar by Chetan Anand awarded the Grand Prix du Festival International du Film (Best Film) award at the first Cannes Film Festival. 1952: Ritwik Ghatak’s Nagarik released. 1953: Do Bigha Zameen directed by Bimal Roy was released. The film starred Balraj Sahni in the lead role. It was the first film to win Filmare Best Film award. 1955: Satyajit Ray’s classic Pather Panchali released. Not only did the film win National Film Award for Best Film that year, but also the Best Human Documentary award at the 9th Cannes film festival. 1957: Mehboob Khan’s epic film Mother India released. The film was India's first submission for the Academy Award for Best Foreign Language Film in 1958 and was chosen as one of the five nominations for the category. 1960 – 1960: K Asif's historical epic drama Mughal-e-Azam releases. Starring the then lovers Dilip Kumar and Madhubala, the film took twelve long years to complete. 1961: Hrishikesh Mukherjee’s Anuradha gets nominated for the Golden Bear award at the Berlin International Film Festival. 1964: Satyajit Ray wins the Best Director award at the Berlin Film Festival for his film Charulata. 1969: Rajesh Khanna starrer Aradhana releases. The film went on to become a cult film making Rajesh Khanna an overnight superstar. 1975: Ramesh Sippy’s Sholay releases. It is the only film which has enjoyed the most number of golden jubilees. The year also saw the rise of Amitabh Bachchan as the angry young man as he starred in Yash Chopra’s cult film ‘Deewar’. 1980 - 1982: Fashion Designer Bhanu Athaiya becomes the first Indian to win an Oscar for the film Gandhi, by winning the Best Costume Design award. 1987: India’s first sci-fi film Shekhar Kapoor’s Mr India releases. Gives the country its favourite villain, Mogambo (actor Amrish Puri played the role) 1987: Qayamat Se Qayamat Tak releases. A new chocolate boy called Aamir Khan sweeps the nation with his charm. 1989: Salman Khan becomes an overnight success as Prem in Maine Pyar Kiya 1990 - 1992: Honorary Oscar for Lifetime Achievement awarded to Satyajit Ray 1993: Shah Rukh Khan plays a psycho lover to Juhi Chawla in Yash Chopra’s Darr. The film catapults SRK to big league. 1994: Hum Aapke hai Kaun releases. Salman Khan’s ticket to stardom. 1995: Aditya Chopra’s directorial debut Dilwale Dulhania Le Jayenge breaks all records and goes on to become an all-time blockbuster. 2000 - 2000: Rakesh Roshan launches his son Hrithik in Kaho Na Pyaar Hai. A superstar is born. 2001: Aamir Khan starrer Lagaan gets nominated for an Oscar but does not win. 2004: Dhoom became the first action movie packed with Hollywood-like stunts. 2009: Release of Amir Khan starrer 3 idiots. Turned out to be a MEGA BUSTER. 2010: Ishqiya catapults Vidya Balan to the league of the most powerful Bollywood artists. There was a time when Bollywood promotions were limited to a film’s “Muhurat” or launch party, thereafter its music release event and finally a full fanfare premier. The film industry had a simple marketing formula – sign in a superstar, ride on a “masala” recipe and success was there for the taking. If the film turned out to be a hit, it was followed up with a celebratory bash. Times have changed, now the hype and hoopla surrounding a film starts right from the storyboard or the mere
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thought of making a film and continues till the wee end of the screening process. And the whole thing is well orchestrated with a heady marketing mix. The prime reason for marketing usurping silent Friday releases of yore, is the smaller shelf life of films. No longer we have a ‘Sholay’ or a ‘Maine Pyar Kiya’ running non-stop for years and raking in moolah in slow burn. It is the very first weekend that decides the fate of a film now. Silver Jubilee, Golden Jubilee etc. have been replaced with the Rs 100 club or the bigger Rs 200 club. And you have to break into these clubs in quick time. Rumour mill is passe Gone are the days when marketing and publicity of cinema was limited to illustrious film posters, giant billboards and some gossip & rumours thrown in. Movie marketing now involves more than thoughtful merchandising, television advertisements, prerelease media hype, etc. So, all the marketing rules of STP [segmentation, targeting and positioning] and the inimitable 4Ps are being put to practice in Bollywood these days. Let’s examine them one by one, not necessarily, in that order. Getting segmentation right The film industry is making some serious efforts at segmentation based on a national plus regional marketing strategy. Bi-lingual and multi-lingual films are released on the same day with separate promos, slick dubbing and thoughtfully crafted songs for the target audience. Producers are developing publicity
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material around regional tastes and releasing films in different languages simultaneously. Segmentation can be seen in Mani Ratnam’s ‘Raavan’, which was shot and released together in Hindi & Tamil and as ‘Ravanan’ in the Telugu-dubbed version. The much hyped Rajinikanth-Aishwarya Rai Tamil film, ‘Endhiran’ was christened as ‘Robot’ in Hindi and hit theatres the same day. Care was taken in its dubbing & production values and songs were specially scripted to appeal to the Hindi speaking patrons. It was not a hasty compilation for the dubbed version per se. Keeping curiosity high Timing of publicity efforts goes a long way in deciding the fate of a movie at the box office. Now publicity efforts begin as much as four to five months in advance to make sure that the world gets to hear about the movie. International marketing has taken Bollywood overseas, big-time. Companies like Special Treats which are into film marketing have helped Hindi films like 3 Idiots and Kites, proliferate the UK & other European markets. Wide-spread publicity is a must these days. Today’s films keep whetting the appetite of the audience much before their release so their curiosity level is at its peak when the film debuts. Cashing on retro value Targeting and positioning can be evidenced in promos of films like ‘Once Upon a Time in Mumbai’. When this Ajay Devgan starrer was released, several multiplexes had kiosks urging people to enter a retro
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SPECIAL STORY zone for a ’70s style fashion makeover. The posters in metros were sophisticated and stylish, while the same were flashy in small towns and villages. While the characters in the film had a ’70s look to them, the hired agency P9 developed a unique design solution to connect with contemporary audience. It worked on the ‘retro 70s’ theme and tried out contemporary colour palette to help the audience relate to the film. Similar nostalgic vein had been tried before in ‘Om Shanti Om’ also. Aamir – The Master Marketer Aamir Khan has emerged as a master innovator in film marketing, so we saw ‘Ghajini’ style haircut parlors in auditoriums screening the film and ushers sporting the “Ghajini” look to help seat cine-goers. He tried similar out-of-the box thinking during the release of ‘3 Idiots’ and had the entire nation looking out for him when he travelled across the country in disguise as part of his unique strategy promoting ’3 Idiots’. Aamir roamed around the country for two weeks in disguise and challenged his fans to spot him. More recently, he went into search mode in many a reality show during the release of ‘Talash’. Aamir’s moves are being aped to death by others and today, we don’t have any single reality show on TV without a planted star cast just before a film is scheduled to release. Reel to real Taking a cue from the advertising industry, Bollywood actors are now seen adopting more unique and innovative marketing strategies to promote their films. To promote Ken Ghosh’s ‘Chance Pe Dance’, based on the life of a struggling actor, lead pair Shahid Kapoor and Genelia D’Souza spent a night together inside a car. Megastar Amitabh Bachchan who was cast as a media magnate in ‘Rann’ was seen reading news on a TV channel giving a year-end news roundup. The film’s director Ram Gopal Verma, distributed
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a ten-page daily newspaper ‘Rann Times’ till the commercial release of the film. Similarly, to hype his pet-project ‘Veer’, actor Salman Khan had announced a hunt for unsung heroes who had performed acts of heroism in their lives. All these below-the-line activities were successful in creating a positive buzz around these films and also got the positioning right. “Good marketing has produced good results at the box office. By the time you wait for the merit to show its face, five other films have shown their merits,” Big B aptly blogged sometime back. On the virtual trip Innovative marketing is not merely sweeping terra firma but it is pervading the virtual world as well. Films have now moved on from placing just bare bone advertisements to interactive ones that ensure two-way communication with the audience. Earlier, content that was developed for the conventional medium was copy-pasted on the internet too but today, specific content is developed for the internet because of the interactive nature of the medium and the ROI. Many film-makers are collaborating with online portals for promotional purposes to sell movierelated merchandise. In recent times, makers of films like ‘Heroine’, ‘Jalpari: The Desert Mermaid’ and ‘Cocktail’ tied up promotional deals with e-commerce sites like Mydala.com, Snapdeal.com and Myntra. com, respectively. Interactive connect with youth is propelling film producers to hook on to E-commerce businesses to leverage film marketing. So film ads, posters on homepage and participation on other social platforms like Facebook and Twitter are gaining ground. Mydala.com, an Indian social commerce and marketing platform, tied up with UTV Motion Pictures as a marketing partner for recent big ticket films like “Heroine” and “Barfi”. As part of the association, the portal ran a promotional campaign on its website as well as social media outlets like Facebook, Twitter
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and Google+. Knock knock ‘Jaane Tu Ya Jaane Na’, used some really innovative web marketing, specially the eye blaster technology, which was used for the first time in Bollywood, which saw Imran coming right up to you on your screen. A rich media banner was created where Imran Khan comes alive to interact with the user on his desktop, walks on the website, looks around, knocks on the screen and then walks into the advertisement and even jigs to the tune of the song Kabhi Kabhi Aditi Zindagi… A separate shoot was done only for this advertisement which had a click-through rate (CTR) of 2.8%. The average CTR of banner advertisements averages a piddly 0.3% otherwise. Five lakh users replayed the ‘Jaane Tu…’ advertisement and also generated positive word of mouth. Imran coming knocking on the computer screen made one curious about what he’s doing there? This worked well for both the song and the film. Akshay Kumar starrer, ‘Singh Is Kinng’ partnered with web portal India FM for an interactive campaign where Kumar was seen doing stunts while the users played a game as Akshay Kumar. ‘Love Story 2050’ and ‘Jaane Tu…’ had online groups on Facebook much before the release where the film’s pictures and posters were put up and the group facilitated discussion on the film. Movie Talkies launched an application for ‘Jaane Tu…’ on Facebook on the day of the release, where users were discussing the tagline of the film — so when do you know it’s love? Selling – Not just tickets Such Viral marketing was used by the makers of “Heroine” also who collaborated with portals like Fashionara.com. Pre-orders for clothes were opened, inspired by actress Kareena Kapoor’s glamorous look in the film. Movies have started to allot a fair share of
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the marketing budget to online media. In addition, the web is relied upon heavily for word-of-mouth publicity and sales of movies and music. So, we see bookmyshow. com etc. thriving on this trend. Movie merchandising is moving online. New revenue streams, apart from theatrical collections are an established norm these days. ‘Cocktail’, featuring Saif Ali Khan, Deepika Padukone and Diana Penty, partnered with Myntra. com where the film’s merchandise was put on sale. The trendy collection on the website offered a mix of funky, casual and sporty clothes, similar to those worn by the star cast in the film. Another e-commerce site, Getthelook.in, had also launched a line of apparels replicating the styles of Shahid Kapoor and Priyanka Chopra from the movie ‘Teri Meri Kahaani’. Earlier, superstar Shah Rukh Khan had partnered with Homeshop18, where the original merchandise of his mega-budget film ‘RA.One’ was put on sale for one and all. Downloadable games were also released to whet the online buzz. Getting into the classroom August academia has also started to provide insights into film marketing these days. A study group of students of Indian Institute of Management, Ahmedabad (IIM-A) have done extensive research and have devised a model for blockbuster forecasting. They have cracked the blockbuster code to help
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SPECIAL STORY the opening risks of a film. The study looked at 50 Hindi films released in the last 10 years. Among others, films like ‘3 Idiots’, ‘Cocktail’, ‘Ghajini’, ‘Gangs Of Wasseypur’, ‘Kahaani’, ‘Ek Tha Tiger’ and ‘Bodyguard’ were studied. Count your money Marketing spends for movie trailers on television, out-of-home advertising, promotion on websites and celebrity promotions were taken into account. A typical Hindi film with a budget of Rs 35-40 crore, should utilise stars more effectively in promoting a film, the team avered. Even if a film is made with a tight budget of Rs 10 crore, it should spend on marketing to succeed in the opening weekend. Any film with Rs 10 crore budget and no star should spend around 70-80% [Rs 7-8 crore] while a film with Rs 50-100 crore budget and a star can spend upto 2030% [Rs 10-12 crore] for promotion. Small budget films require more attention as about 250 Hindi films release every year and it takes high visibility to cut the clutter.
Bollywood predict a film’s future at the box office, at least during the first three days. The study by the team — visiting faculty Bharathan Kandaswamy and final year students of IIM-A — say that irrespective of the genre and content of a film, the pre-release marketing budget decides the opening weekend’s success for a film. Their mathematical and statistical model figures out the correlation coefficient between a film’s marketing budget and its success within the first three days of its release. The correlation reduces
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A success formula? However, the film’s success in the first few shows doesn’t mean it will be a hit. Like any amount of marketing cannot save a bad product, similarly only hype cannot sustain a bad film. A film may slip at the box office after a successful opening. The marketing budget will have an impact in first few days but that doesn’t mean it can turn anything into a hit. Blockbusters, Sleepers, Bombs Films can be classified into three buckets – type one are films with a high marketing budget and successful in the first three weeks. These are called blockbusters or super hits, typically such films have global releases
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& a wider screen share in the domestic market as well. The strategy is to roadblock other competing films and rake in the money within a short span. Additionally, nullifying piracy by ensuring wider availability. Secondly, films with a low marketing budget, which fail to pull audiences to the theatre initially, yet run for 40-50 weeks, later, are called sleepers. These films opt for niche marketing and pick up gradually and generally do not have star power to initiate a big bang launch. Thirdly, movies that fail in the first week itself are called bombs or flops. These are bad products with or without publicity. Armed with such knowledge, film producers and directors can at least make an honest attempt to make it big or minimize their losses. This space shall witness more professional activity in the days to come and it would not be an exaggeration to expect complete professionals taking over the filmy types in the days to come. One can’t simply deny that it was the marketing only that resulted in the humongous success of entertainment flicks like Dabbang, Chennai express. It was simply about building a brand & selling movies around it though the occasional feast for eyes emerges creating a differentiation in form of Pan Singh Tomar & Bhag Milka Bhag.
the Indian market, have begun marketing their films here aggressively. Movies like Casino Royale, The Adventures of Tintin, Rio and Mission Impossible: Ghost Protocol were released in India even before the US release date. Clearly, the appetite for Hollywood films has been rising by 10%-12 % every year due to a range of drivers, including burgeoning middle class, increasing English speaking population, rising awareness and international exposure - directly as well as through the internet, spread of multiplexes, and dubbing of the films into local languages. As the world has become a global village, the Indian film industry has reached out further to international audiences. Apart from regular screenings at major international film festivals, the overseas market contributes a sizeable chunk to Bollywood's box office collections. Regular foreign Investments made by major global studios such as 20th Century Fox, Sony Pictures, and Warner Bros put a stamp of confirmation that Bollywood has etched itself on the global podium.
Technological transformation Most cinemas today using digital projection technology, use 2K digital projectors that provide an image with a resolution of 2048 x 1080 or 2.2 mn pixels. 4K digital projection doubles those dimensions to 4096 x 2160. This equals 8.8 mn pixels, exactly four times the count of 2K projection. This year Cannes had celebrated 100 years of Indian cinema with the screening of Bombay Talkies followed by a gala dinner. In the last 100 years, Indian cinema has found a market in over 90 countries, including a big target audience in the UK, US, Australia and Canada, where films from all over India are screened, appreciated and equally criticized. The booming film market has led several international film makers to invest in India. Hollywood films grow more popular in India every year. While their appeal is mainly in the metros, it is also true that dubbed versions of these films, be it in Hindi, Tamil or Telugu have been doing extremely well too - and in non-metro towns. Hollywood studios, realizing the potential of
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RET ARGET I E COV
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etargeting is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. It is also known as remarketing. Retargeting is the practice of serving ads based on prior engagement. While there is more than one form of this technology, the most frequently used is site-based retargeting. (Other forms include search retargeting, email retargeting, and CRM retargeting.) Site-based retargeting is the practice of serving ads to people who visit your website after they leave. These ads appear on a variety of other sites around the web, keeping your brand in front of your bounced site visitors in an attempt to bring them back.
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MARKETING
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How Does Retargeting Work? Retargeting is a cookie-based technology that uses a simple Javascript code to anonymously ‘follow’ your audience all over the web. When someone visits your website, a few lines of code provided by your retargeter will drop an anonymous browser cookie. This cookie is a small file that stores information. The cookie will store the site visit, but does not store any sensitive information, such as the site visitor’s name, address or any other piece of information that might personally identify the visitor. When someone comes to your site, a cookie is dropped, and eventually, they leave and visit another site. The cookie lets your retargeter know when one of your bounced visitors appears on another site. If there is available ad space, your retargeter will bid on that space in real-time, and if they are the highest bidder, will secure the ad space before the page loads. This entire process is automated and occurs within a fraction of a second. By the time the page loads, the ad space will have been purchased and your ad will appear alongside the page content.
The prototypical use case is the Zappos example: you visit Zappos, look at a pair of shoes, and leave the site without buying. Then you see Zappos ads all over the web. This example describes the process simply and effectively, yet its ubiquity may help reinforce the misconception that retargeting is only an ecommerce solution. Retargeting is very commonly used by ecommerce companies, and rightfully so, as it is one of the most effective ways to bring back bounced traffic and combat shopping cart abandonment. However, ecommerce companies are certainly not the only businesses that can benefit from this technology. B2B companies are often the perfect candidates for retargeting, as it can help them stay in front of leads during longer purchase cycles. Schools, particularly higher education, can use retargeting to increase enrollment and donations. Recruiters can use retargeting to keep their companies in front of qualified applicants and increase application completion rates. Events or entertainment brands can use retargeting to
Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site. Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels. Who Can Benefit From Retargeting?
increase ticket or merchandise sales. And these are just a few examples. Ultimately, any website that does not see 100% conversion rates is a great candidate. Remarketing with Google Analytics 1) Only run one piece of code, preferably Google Analytics When remarketing was launched, the only way to implement it was via Google AdWords. A different piece of code had to be added to various pages of a site in order to build lists. This was a very time consuming and messy method of adding the code, as such, Google then released a further update which allowed advertisers to make a simple change to their Google Analytics code which goes across every page of a site. Many advertisers did this but left the
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AdWords remarketing code in place on the site alongside the Analytics code. It is important to only to run with one type of code and as Google Analytics allows for the most flexibility. 2) Update Privacy Policy to include cookie information When commencing a remarketing campaign strategy, advertisers must ensure that they add a section to their Privacy Policy highlighting how cookies will be used. If you are using the Google Analytics remarketing code, it is important to explain to visitors how Google AdWords, Google Analytics and DoubleClick cookies are used. The screenshot below shows an example of how this should be laid out and communicated.
3) Select the right profile in Google Analytics When creating a remarketing list in Google Analytics, the first thing you are asked is to select the profile that you want the remarketing list attributed to. If you don’t have a profile set up in Google Analytics that excludes visits to your site from your internal IP. You need to be able to see how much actual traffic your website generates from outside your organisation. When it comes to building a remarketing list, there is no point following your employees round with adverts as they are: • Never going to convert • Going to drive wasted impressions Based on this, when you select the profile to allocate your remarketing list too, it is recommended that you select the profile which does not contain visits from your internal IP.
4) Get a naming strategy in place Before you start building remarketing lists, it is important to get a naming strategy in place as once you have created and named a list, this can’t be changed in the future. If you are only creating a few lists, this will not
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COVER STORY cause you any problems but if you are looking to create multiple targeted lists, you will want to name them in a way that is clear to understand what the list contains for future use. 5) Set your membership duration to 540 days The default membership duration for a visitor remaining in a remarketing list is 30 days. This is fine if you have a website that generates thousands of visitors a month but if you don’t drive this much traffic and leave the default membership duration, you will build a list and lose people out of the list every 30 days. Google Analytics allow you to change the membership duration to set it to a maximum of 540 days. 6) Get at least 100 people in your list before you start In order to commence a remarketing campaign, your list needs to contain at least 100 people. The sooner you get the code on your site, the sooner you will be able to start building your lists. Even if you don’t want to kick start the campaign straight away, lists take time to grow so getting the code implemented will give you a head start. 7) Build custom combination lists in Google AdWords Custom combination lists are used by advertisers to de-dupe one list from another. For example, you may have two lists; one that contains all visitors that come into your site and another that contains all the people that have converted. You would use a custom combination list to target all visitors that have not yet converted on your website. Although you can build these types of lists in Google Analytics, my recommendation is to do this using Google AdWords. They are much easier to create and once running, it is easy to see how many people you have in your list. 8) Entice visitors back to your site using targeted ads If you want to pull visitors who have left your site, back into your site, the easiest way to do this is by creating eye catching adverts that are relevant to the visitor. The screenshot below shows different types of adverts, each with a call to action or offer. I particularly like the example from Virgin Experience Days, where I visited their site and left and within a couple of minutes the advert below was following me enticing me back into the site to purchase with an offer.
9) Create multiple campaigns for each desired goal One of the common mistakes people make when commencing remarketing is to only create one campaign in Google AdWords that contains multiple ad groups. Best practice is to create multiple campaigns, one campaign for each of your desired goals. By doing this, you will find your campaigns a lot easier to manage and have a clearer understanding of what is working and what is not. 10) Expect to see a low CTR but high Conversion Rate Typically with remarketing and display campaigns, advertisers see a very low Click through Rate (CTR) as ads are shown on websites where people aren’t necessarily searching for a product or service. When people
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are searching on Google, they are actively looking for answers to questions or are looking to buy, so the CTR is often much higher. When you are looking at the conversions and Conversion Rate from your remarketing campaign, the number of conversions reported can sometimes look low. If this is the case, switch on the column that shows you how many View-through conversions you have had as this gives you an accurate reflection of how many people have seen your ad prior to converting. 11) Send ads to dedicated and well optimised landing pages As with any PPC campaign, sending the traffic to the most relevant landing page on your site is going to help your conversions. Depending on how much traffic your campaign generates and how targeted the list is, it may also be worth considering creating dedicated landing pages to help boost the conversion rate further. One example of this would be if you were running a Valentine’s Day remarketing campaign. Rather than driving traffic to a generic landing page, creating one specifically mentioning Valentine’s Day and referencing your campaign should help to improve the performance and results of the campaign. 12) Continuously refine sites showing your ads One of the benefits of remarketing with Google AdWords is that, you can see the sites that your ads are being shown on. You can use this data to continuously refine where Google is placing your ads as you will find that some sites work much better than others. In order to see this data, navigate to the Display Network tab within your campaign in Google AdWords and then select the sub-tab for Placements. You will then be able to expand on your Managed Placements and Automatic Placements. If you have not set up a Managed Placement campaign yet, Google will be determining which sites to show your ads on. You should use the Automatic Placement list to find sites that work well for you and add them
into a Managed Placement campaign but also find the sites that don’t work for you and add them to your site exclusion list. By continuously refining the sites and moving good sites into a Managed Placement campaign, you will: • Find the management of your account much easier • Get better results from your campaign • Limit wasted spending as you will be showing ads on sites that work for you 13) Update Frequency Capping in Google AdWords Frequency Capping is often forgotten as it is hidden away within the AdWords settings but it is very important to remember this when you are running a remarketing campaign. You need to set this so that people don’t see your ads continuously throughout the day. How often you want them to see your ads is up to you and this will vary from industry to industry. A safe bet for me is to limit the frequency to three times per day.
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COVER STORY 14) Watch any traffic drops if using the default GA code Some industries have reported up to a 50% drop in reported traffic in Google Analytics after they make the change to the Google Analytics code to start remarketing. The reason for this is that the Google Analytics remarketing code uses the DoubleClick javascript. People that use that have ad blocking software installed on their computers will automatically not trigger the code so the traffic will not be recorded in Google Analytics. For the past year retargeting has been getting some serious attention. Some retargeting companies have really emerged as leaders.
Adroll has been around since 2007, rocking the display advertising world and pushing the limits on targeting capabilities. They have a hot shot team with decades of experience in optimization and creative strategy. They are based out of San Francisco, and have been making some serious waves in the retargeting space.
ReTargeter was founded in 2009 by Arjun Dev Arora, and in three short years they have really made a name for themselves. While their roots are in site retargeting, they spent the last year really branching out and now offer services around social retargeting and email marketing. They also have chosen to integrate closely with a number of other big-name products out there like KISSmetrics, and SlideShare.
The Fetchback guys have been around since 2007 under the direction of Chad Little. They've been growing the brand steadily with lots of great content and conference appearances ever since. For example few days ago I
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spent some minutes on www.kogan.com.au researching and evaluating their product range, including visiting the checkout page of one of their products, though I didn’t go through with the purchase.
Then when I visited YouTube, the below ads were displayed again. Coincidence? No, it’s Google’s ReTargeting Tool hard at work!
Dynamic Retargeting There is another type of retargeting which is called Dynamic Retargeting In Dynamic Retargeting it shows personalized display ads with the products that the users are most interested in. Product images, prices, offers, etc. are selected dynamically from a feed in realtime.
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ourism has become the one of the fastest growing markets in India, contributing a great deal in making a place for itself in the world map of top tourist destinations. It is a country with many exquisite locations, a diverse culture with many colourful festivals, and a rich variety of traditional arts and crafts, foods and customs. Incredible India is the name of an international marketing campaign by the Government of India to promote tourism in India in 2002 to a global audience.
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FIRST CUT Marketing Campaign Tourism is a major industry in India and the Ministry of Tourism launched a campaign to promote Incredible India as a tourist destination in 2002. The phrase "Incredible India" was adopted as a slogan by the ministry. Before 2002, the Indian government regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism, however, it did not support tourism in a concerted fashion. However, in 2002, the tourism ministry made a conscious effort to bring in more professionalism in its attempts to promote tourism. It formulated an integrated communication strategy with the aim of promoting India as a destination of choice for the discerning traveller. The tourism ministry engaged the services of advertising and marketing firm Ogilvy & Mather (India) (O&M) to create a new campaign to increase tourist inflows into the country. The campaign projected India as an attractive tourist destination by showcasing different aspects of Indian culture and history like yoga, spirituality, etc. The campaign was conducted globally and received appreciation from tourism industry observers and travelers alike. Incredible India Campaign - World Travel Market 2012 Last year, the Tourism Minister, K Chiranjeevi, had
numbers: 2011 saw a 13.8% rise in domestic tourism over the last year, while the number of foreign tourist arrivals between January and October 2012 saw a growth of 6.2% over the same period last year.
During the Press Conference there was a presentation from the World Travel Awards – the ‘Oscars’ of travel – for Incredible India winning Asia’s Leading Tourist Board 2012, and India winning as Asia’s Leading Destination 2012. The Incredible India campaign has a fun, fastpaced video showing a beautiful young woman travelling across India – motorcycle riding, Varanasi contemplating and Diwali colour paint-throwing and is accompanied by spectacular colour photos. Taglines for the ‘Find What You Seek’ idea include a call to ‘watch a camel race, escape the rat race or contemplate the human race.’ Appealing to what it is you want from India. The new ‘Find What You Seek’ campaign aims to highlight to consumers that they will find whatever they are looking for from a holiday in India, creating an awareness of the destinations and products available in India which in turn aims to increase international visitor figures by 12 per cent each year until 2016. A domestic campaign to attract Indians to ‘Go Beyond‘ the usual sights and visit bird sanctuaries, temples and spectacular natural features with split screen photos showing both sides of India for example half real life tiger and half stone temple tiger statues. The main aim of the commercial advertisement is to establish a sense of relatability, make it more real than simply colouring India's various locations into postcard prettiness. "A tourism film works if it can make the traveller come back for a second visit,”. So, in the 2013 commercial, when someone on a boat asks Malone if this is her first time here, she proudly says, in Hindi, "doosri baar". Judging by how widely the video has been shared on social media platforms, it launched a new Incredible India 2013 international is safe to say that the campaign is making home runs, advertising campaign at World Travel Market 2012. even at home. The campaign includes international television advertising and a huge print and electronic media Impact on Indian Tourism campaign starting December 2012. Incredible India, the official India tourist board, has appointed destination specialists McCluskey International as the representatives for PR activity in the UK during last year’s World Travel Market. The Ministry of Tourism launched two separate campaigns under ‘Incredible India’ – the international campaign ‘Find What You Seek’ and the domestic Campaign ‘Go Beyond’. This 'paradigm shift' is in response to and responsible for some very encouraging
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The Incredible India campaign increased the foreign and domestic tourist arrivals in India since its inception. from the year 2002, the year in which Incredible India brand line was launched, to 2012, ‘Foreign Tourist Arrivals (FTAs)’ to the country increased from 2.38 million to 6.65 million (provisional). During the same period Foreign Exchange Earnings (FEE) have increased from Rs 15064 crore to Rs 94487 crore (advance estimates). The domestic visits during the same period increased from 269.60 million to 850.90 million (provisional). The Campaigns are a regular feature of the Ministry’s promotional activities and are carried out keeping in mind the Ministry’s goal of overall development of tourism to and within the country. The Ministry of Tourism, as part of its on-going activities, releases print, electronic, online and outdoor media campaigns in the international and domestic markets, under the Incredible India brand-line. Besides, the Ministry through its overseas offices, organizes road shows, Know India seminars, workshops; participates in various fairs, exhibitions and events to promote various Indian tourist destinations and products. The campaigns include holistic promotion of various Indian tourism products and destinations of the country. Ogilvy India has won the creative duties for the Incredible India campaign promoted by the Ministry of Tourism. The agency's Delhi office will handle the mandate for the next three years. To attract more visitors India introduced “Visa on Arrival” (VoA) in January 2010 for citizens of five countries; Finland, Japan, Luxembourg, New Zealand and Singapore, visiting India for tourism purposes. This scheme was extended for the citizens of six more countries, namely Cambodia, Indonesia, Vietnam, Philippines, Laos and Myanmar from January 2011. Please visit at https://www.facebook.com/FlauntNDIM to view ads.
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CHANAKYA NITI
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Dreamers Media Will Pay Your Car EMI
Dreamers Media and Advertising have launched an interesting scheme for Out Of Home (OOH) advertising. The company will pay the EMI of your car which you buy through them, in return you will have to allow them to run advertisements. So how does it work? You decide a car you want to buy (up to a maximum of Rs. 6 lakhs) and pay 25% down payment on the 5-year loan. The car will be bought through Dreamers who will then pay the first three years EMI on the vehicle. The remaining 2-years EMI will have to be paid by you. You are eligible if you travel a minimum of 1500 kms a month. The company will cover 40-60% of your car with advertisements and you have to keep your car clean and not tamper with the stickers or VTS (a device which tracks how many kms you have done). Dreamers Media and Advertising is targeting people from middle income group who have an annual income of less than Rs. 10 lakhs. The scheme is open all over India and will be expanded to other parts of Asia Pacific and the Middle East. Does this scheme from Dreamers Media sound lucrative to you? You can get in touch with them at customercare@dreamersadvert.com.
ISRO, Tata Motors develop India's first fuel cell bus
For the first time in the country, a Hydrogen-powered automobile bus has been developed by Tata Motors and Indian Space Research Organization (ISRO) after several years of research. It's a CNG-type bus. Hydrogen in bottles at high pressure is stored at the top of the bus and there would be zero pollution. The hydrogen cells were a spin-off of the cryogenic technology that ISRO had been developing for the last few years. This is a leap for automobile industry for future transportation. In this vehicle there will be zero pollution since the product of cold combustion is water. This is a result of great team work of Tata Motors and ISRO specialists with contributions from DSIR (department of scientific and industrial research) and PESO (Petroleum and Explosive Safety Organisation). This R&D work is the first endeavour in India which will put the nation in the club of hydrogen fuel cell driven bus which will eliminate pollution totally and also the dependency on importing the fossil fuel. It is envisaged replacing most of the city buses in Tier A cities by using available Hydrogen from the fertilizers plant and refineries as a byproduct.
Hero Cycles opens aluminium cycle unit at Ghaziabad
Targeting the premium bicycle market which is growing at 40 percent annually, Hero cycles opened a new allaluminium cycle plant here with an aim to increase sales five-fold. The company launched two all-aluminium cycles - 'Astra' and 'Orion' - under its premium 'Octane' brand. The bikes will be starting from a base price of Rs.7,000. The new plant, which has been set up in Hero's existing Ghaziabad based plant will produce one lakh cycles annually and will play a major role in helping the company realize its goal of achieving 15 per cent growth this year. So far, the company was importing aluminium frames for production of its high-end bicycles but now the production will be indigenised and cut costs.
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Nike Redefines "Just Do It" with New Campaign
New “Possibilities” campaign takes "Just Do It" from inspiration to action, enabling viewers to participate in challenges through the Nike+ digital ecosystem. Nike’s new campaign, “Possibilities,” inspires viewers to push their limits and strive to reach new goals through a variety of playful scenarios featuring an all-star cast of athletes and guest stars. Digital and social media activations help viewers to #justdoit themselves through a series of Nike+ challenges. The film begins with the line, “If you can run a mile, run a race, run a marathon, outrun a movie star.” Different challenges and scenarios emerge, each challenging characters in the film - and the audience - to push themselves to new limits. The film features basketball star and reigning NBA MVP, LeBron James; world No. 1 tennis icon Serena Williams; Gerard Pique of FC Barcelona and Spain; and boxing sensation Andre Ward. As part of the 25th anniversary of ‘Just Do It," the inspirational message doesn’t stop when the film ends. “Possibilities” seeks to inspire everyone in their personal achievements through Nike+. The film is a challenge to the audience, who can physically take part in the film’s concept through a series of Nike+ challenges.
Google buys virtual imaging patents from Foxconn
Google has bought virtual imaging patents from Taiwanese supplier Foxconn that could be used in its interactive "Google Glass" devices.The patents relate to a technology that permits virtual images to be super-imposed over real ones, according to media reports. They could be used in the interactive voice-activated eyewear being developed by the US Internet giant. A prototype is currently in testing. Foxconn Technology, also known under the name Hon Hai Precision Industry, is the main supplier in Asia for Google's biggest rival Apple, particularly for the manufacture of iPhones.
Nippon Paint launches paint with odourless air care
Japan-based Nippon Paint Group today launched odourless air care product which cleanses the air by absorbing the indoor air pollutants. The latest product from the company would initially available in Tamil Nadu and Andhra Pradesh markets. It would be later rolled out in the other markets in coming months. Developed to improve air quality, Nippon Paint Odourless AirCare uses Active Carbon Technology which absorbs free “formaldehyde” from the air and converts it to water vapour while strengthening the paint film. Nippon Paint Odourless AirCare draws on the strength of Nippon Paint’s experience. It caters to the needs of consumers as well as offers protection against indoor pollutants surroundings.
Jet becomes first Indian airline to order Boeing 737 Max planes
Plane maker Boeing has booked its first order for its fuel-efficient 737 Max aircraft from India, following Jet Airways' decision to acquire 50 such planes. Boeing and Jet recently concluded a purchase agreement for the 737 Max-8. The 737 Max is expected to enter service in 2017. At list price, the deal for 50 planes is valued at $5 billion ($100.5 million for each plane).
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Maruti drives in compact Stingray
With an aim to create some excitement in the domestic auto industry bogged down by slowdown blues, country's largest carmaker Maruti Suzuki India (MSI) today launched its compact car Stingray, priced between Rs 4.09 lakh and Rs 4.67 lakh (ex-showroom Delhi). Indian auto industry has been going through a slowdown, but despite this customers continue to buy Maruti cars. The company will now have nine models in its compact car portfolio with the addition of Stingray. With the new model, the company hopes to replicate the success it got with WagonR brand, which has cumulatively sold 1.3 million units in India since its launch in December, 1999. It is also the second highest sold car in India after Maruti Suzuki's Alto. Stingray, targeted at young customers, is about Rs 20,000 more expensive that the existing WagonR, which would continue to be in the market. It is powered by a 998 cc petrol engine and is available in three variants. The company will also roll out a CNG model soon.
Nissan launches SUV "Terrano"
Japanese automobile maker Nissan launched its compact SUV, Terrano at a starting price tag of sub-Rs 10 lakh. The launch coming at a time when automobile sales are at an all-time slow down due to prevailing economic conditions among other negative factors.The newly-launched vehicle will go on sales across the country from October this year, the company said. Though the Sports Utility Vehicle (SUV) has been one of the highest grossers in the last few months, its growth slowly started to decline as the industry slumped. Despite low numbers, the compact SUV segment which comprises French carmaker Renault Duster and American Ford EcoSport has been riding high since their respective launches. The Terrano have been developed specifically for the Indian market keeping the lineage of Nissan’s advantage of a large assortment of SUVs.
Rolls-Royce launches 'Wraith' in Maharashtra
Ultra-luxury British carmaker Rolls-Royce on Friday rolled out its new model 'Wraith', priced at Rs 4.60 crore, in Maharashtra. The four-seater coupe is powered by a twin-turbo V12 engine coupled with a eight-speed automatic ZF transmission. The engine is powerful enough to generate 624 brake horse power. India remains one of the most important markets for RollsRoyce in Asia. Wraith is drawing interest from the new customers who have not considered a Rolls-Royce before. Wraith will be a key to Rolls- Royce success in the Indian market.
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MYTHOLOGICAL MANAGEMENT LESSONS
JanmashtamI
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anmashtami - Celebrating the birth of Lord Krishna. Ashtami is significant as it indicates a perfect balance between the seen and the unseen aspects of reality; the visible material world and the invisible spiritual realm. Krishna teaches us devotion with skill. To celebrate Janmashtami is to imbibe extremely opposite yet compatible qualities and manifest them in your own life. Hence the most authentic way of celebrating Janmashtami is knowing that you have to play a dual role - of being a responsible human being on the planet and at the same time to realize that you are above all events. Krishna’s birth onAshtami signifies his mastery of both the spiritual and material worlds. He is a great teacher and a spiritual inspiration as well as the consummate politician. On one hand, he is Yogeshwara (the Lord of Yogas the state to which every yogi aspires) while on the other, he is a mischievous thief. The unique quality of Krishna is that he is at once more pious than the saints and yet a
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thorough mischief-monger! His behaviour is a perfect balance of the extremes - perhaps this is why the personality of Krishna is so difficult to fathom. The avdhoot is oblivious to the world outside and a materialistic person, a politician or a king is oblivious to the spiritual world. But Krishna is both Dwarkadheesh and Yogeshwar. Krishna’s teachings are most relevant to our times in the sense that they neither let you get lost in material pursuits nor make you completely withdrawn. They rekindle your life, from being a burnt-out and stressed personality to a more centred and dynamic one. Krishna teaches us devotion with skill. We have to give full devotion towards the task assign by the Organization and work should be like that everybody will praise our task. To celebrate Gokulashtami is to imbibe extremely opposite yet compatible qualities and manifest them in your own life. Love-incarnate Lord Krishna imparts Supreme bliss to all, right from the simple cowherds to the greatest of erudite scholars.
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Vasudev invokes the Lord in his mind, Devaki The job was done. The Lord knows that carries Him in her womb, Yashoda cuddles one has to give something in order to attain to him in her hands; but Nanda has established Him. So He asked for the sandalwood pulp. him right in his heart. The giver of everything to the world addresses the ugly hunchbacked who does the work of Nand Gher Anand Bhayo... 'There is jubilation putting sandalwood pulp, as a beauty. She in Nanda's house' (Hail Sri Krishna)' responds to Krishna’s affection and gives Him the sandalwood pulp and the job is done. Like with the help of Satsang invoke God in your mind. In the same way, we have to (By such divine play of his) Lord Krishna follow the learnings of good people working tells that love alone is the supreme ruler in in the organization. Then with meditation take the world. Always we have to give respect Him to your heart. Next hold Him lovingly in to our seniors, juniors and team members. your arms and finally embrace him to become Swami Ramtirtha used to say that Law is the established in your very Being. The Lord leading means of protecting one’s rights and hungers for love and that is what made him exploiting others. People can be forced to do dance to the tunes of the loving Gopis for things under threat of punishment or terror, buttermilk. but whatever righteousness and order exists in the society today is because of Love. The Krishna was passing through – Madhura city. mother nurtures and brings up her child out People were standing on both sides of the road of love. The child too serves the parents, the and were being enraptured by His irresistible Guru or the society out of a sense of duty charm. His delightful manners and His and love. Kabirji says: ‘ Love is not grown in kind glances. While people were spellbound plantations, nor can it in the market place be watching Lord Krishna, the Lord has his gaze bought, Whether you are a sovereign ruler or fixed on a hunchbacked woman. Her name a subject remember this, that only he who can was Kubja and she is taking sandalwood pulp surrender his ego can buy it.’ to Kamsa, the king of Mathura. The Lor says Lord Krishna took some sandalwood pulp to the hunchbacked woman, “O beautiful from her and pressing her feet with his toes one!” when he jerked her by the chin then the Behoulding beauty in that ugly woman! What hunchbacked ugly woman actually became a Brahma was ours! Kubja thought He might extremely beautiful. Great are the ways of the be addressing a beautiful damsel; she was well Lord! aware of how she looked with her hunched Therefore, this festival teaches us to love back. She went on her way, hitting the dust whatever the job we are doing happily and with her sandals as she walked Krishna always ready to face the new challenges in the called again, “O lovely woman!” Now Kubja organization and in our life. pondered that there were all males and no female there. Still she went on. Krishna called again with all affection, “O young woman!” Now Kubja’s affection was kindled too and she responded, “Yes, Sundara, (beautiful dark boy)! Tell me.” Krishna said, “Will you give this sandalwood pulp to me?” She said, “By all means. Here it is for you.” NDIM
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ARTICLES
“Best Article of the Month”
Amul, Mother Dairy, Nestle, Danone: Embarking a Yogurt era By:- Susmita Paria, Welingkar Institute of Management
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he fact that we all crave for something sweet at the end of our meals is a known fact to all the Indians! A good meal should end with something sweet is what we believe in. It was with this consumer insight that many national companies like Mother Dairy and Amul have entered the Yogurt section. Brands like Nestle and Danone were already players in this segment in other parts of the world. Entering in this section in India was only natural to them. The Yogurt segment is now flooded with umpteen varieties and flavours thus spoiling the consumers for choice. It’s a war out there happening on the shelves with each company trying level best to customize the taste, flavour, packaging and pricing as per Indian needs and wants. According to reports from ASSOCHAM, the organized yogurt industry is soon set to be a Rs. 1,200 crore industry by 2015. It is growing at a CAGR of about 40-45 per cent annually, from the current level of Rs. 750 crore. However, have we thought about how yogurt can bring about a real change? One interesting concept that is slowly gaining limelight is the idea of “Social Business” propagated by Nobel Peace Prize laureate Prof. Muhammad Yunus. It was on this very idea that Franck Riboud (CEO – Danone) and Prof. Yunus agreed to come together for a Social Business. Their aim was to fight malnutrition in rural areas of Bangladesh with affordable prices of the yogurt. In 2010, a 60g cup sold for 6 Taka in rural markets. An 80g cup sold for 8 Taka in "local city" stores and 15 Taka in Dhaka, Bangladesh's largest city which a poor person could afford. This joint venture was aptly called “Grameen Danone Foods”. After considerable brainstorming, the yogurt was named “Shokti Doi” with considerable effort put in creating the right taste so as the beneficiaries especially the children like it, designing, packaging and most importantly taking into consideration the nutritional aspect of the “Shokti Doi” which would cater to the children in rural areas Bringing in the “Sustainability” aspect into the picture and aligning with the aim and objective of the
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Social Business, Grameen Danone Foods aimed to reduce poverty by creating business and employment opportunities for local people by procuring milk needed for production locally. The Village ladies would act as sales women thus empowering the local rural women. In total, Grameen Danone Foods is responsible for the creation of about 1,600 jobs within a 30km radius around the plant. On the environmental front: Solar energy is used for heating up the water which is used for cleaning the installation and preheating water for the main boilers. In addition the packaging of the yoghurt is fully biodegradable. Thus, on one hand where the top brands fight it out for a bigger market share, visibility on the shelves and competing with each other here we have an astounding example of “Shokti Doi” which aims to reduce poverty, malnutrition, enhance women empowerment and create financial sustainability in the rural areas of Bangladesh. The Grameen Danone Foods contributes to the achievement of the Millennium Development Goals by the United Nations to end poverty. I only hope that the new yogurt era combined with social business vision can reduce poverty and malnutrition even in India! I only dream of it becoming a reality soon. This Shokti Doi Yogurt is certainly breaking all the norms and creating a benchmark for all of us. “Game Changer” is what I wish to term them when they embarked on the yogurt era for the greater cause of humanity.
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ARTICLES Kidswear Brands: Digging in their heels
- Rony George Verghese, MRF Tyres Limited
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rrespective of the slow economic scenario, the Indian apparel market annual growth is projected at around 1315%. A survey by CMAI (Clothing Manufacturers Association of India) indicates this industry would cross the $125 billion (Rs 675,000 crore) mark by 2020.
Future of Indian Apparels (SOURCE: Technopak Analysis)
Presently, the Indian apparel market is estimated to be around $50 billion (Rs 270,000 crore). Apparel Industry-Retail Leader Amongst the Indian retail market segments, the apparel industry contributes to as high as 50% and is simply the most profitable business. Several factors like the changing fashion trends, rising income levels, young frenzy, increasing preference for branded apparel (designer wear) and a surge in demand of rural and the semi-urban populations have contributed to the growth of the apparel industry. Let us now look into the age groupwise growth curves. This segment-wise analysis of the apparel market, reveals huge potential for growth among the Girls and Boys (Kids group) sections. Kids Wear Brands The kids apparel market is the fastest growing apparel sector. The age group of below 12years is constantly growing at a very rapid rate which means there is a rapid consumption of new clothes. The above data does not include uniforms which simply means that the casual kids wear market is simply booming.
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Some of the common top Indian kids wear brands are: Catmoss, Gini & Jony, Lilliput, Mom & Me, Zapp, Weekender etc. The first three names form a major share of the total brands. The high percentage of kids amongst the population and the number of double income parents, coupled with increasing exposure to global brands, has been firing high growth of this sector across the mass and premium segment. But of late, some brands are facing unusual problems and difficulties. Challenges for Brands The face of Kids brands are slightly dented as leading brands like Catmoss, Lilliput and Gini & Jony have run into trouble. Catmoss is facing stiff charges of mismanagement of funds close to Rs. 100 crore. Lillput has faced stringent audits as doubts of accounting frauds loom large. Gini & Jony is also not in the best of times.
Most of these brands are now struggling to make ends meet. However, new brands are still flooding the industry to tap the hidden potentials. So, where did the big names miss-out? The top losers are presently facing competition from ‘big’ ‘multi-national’ brands. The other problems include high rental costs, poor brand recall and heavy debts too. All this is due to unrealistic and reckless expansion. Smart New Entrants Despite such troubles and turmoil, big brands like “Mom & Me” are moving forward with good plans and strategies. Shoppers’ Stop is emerging with its “Carrot” brand name. The new strategies include multi-purpose kids showrooms, the clothes stores are offering other utilities for kids like soaps, bed sheets and other home necessities. “One-Stop-Shop” is the new buzzword. The base is being widened and retailers are catering to the broader demands and wishes of the customer. Adult brands like Allen Solly, Pantaloons, Gucci, Fendi and Benetton are all set to expand to the Indian market.
Kids Wear-Evergreen Children always keep growing. So, the possibility of this market being strong even in tough times is evident, as there is always a demand for kids apparel. Good brands are here-to-stay. Brands are unperturbed by other misses. Opportunities exist and as long as the focus is clear and good, brands will flourish. With more and more fashionable kids and the ambitious rural kids today, there is definitely a more promising tomorrow awaiting these brands.
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ARTICLES Starbucks, Costa Coffee, CCD, Barista – Sparking a black trend BY:-Disha Shah, SIMS Abstract ndia has essentially been a tea drinking country with coffee predominantly being consumed in southern parts of the country. Globalization has not only helped India to open up to the world but has also resulted in a cultural shift where affluent Indians want to stay abreast with various happenings across the globe. This is quite evident as coffee, off late, is fast claiming the mindshare of urban Indians with rising disposable incomes and changing lifestyles. This change of mindset has not gone unnoticed. More and more international coffee retailers have been hopping on to the Indian bandwagon to grab greater share of the pie.
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Introduction The Coffee market saw its first entrant with CCD in 1996. Today it is the market leader in terms of the number of stores under its operations. Barista came into the picture in the year 2000 and was taken over by Lavassa in 2007. Costa Coffee and Starbucks set up their shop in 2009 and 2012 respectively along with other new entrants like Gloria Jeans and Dunkin Donuts. With so many players grabbing the opportunity, it is quite clear that India is seen as a land of opportunities. However, how big a gold mine it is, will be clearer in times to come. Studies have estimated that domestic coffee consumption will grow at a CAGR of 6% in the period CY12-15. Demand Drivers The key question that remains to be asked here is “Who is the demand driver?” Today, it is the Indian youth who primarily looks out for a place to enjoy with friends. The coffee hangout culture has penetrated India as well with retailers like CCD capitalizing on this culture with their new Advertisement “Sit down”. Current Scenario Currently CCD enjoys a lion like presence in the market. However other retailers are hell bent on catching up. As it stands currently, Costa coffee, Starbucks, CCD are aiming to expand their reach by opening up additional stores and particularly in Tier 2 cities. Pricing of the coffee is also extensive ranging from anything between 65 to 150 INR for a cup of coffee. However, the Indian mindset has also been kept in frame where usually 65% of the menu consists of snacks and 35% of beverages. Future Growth Story The per capita consumption of coffee in India as of today is merely 90 grams. This is considerably low in comparison to other coffee exporting nations such as Brazil (6 kg), Colombia (1.8 kg), Ethiopia (2.4 kg) and Vietnam (1.1 kg) among others. This shows the immense potential that the domestic coffee industry has for growth. Furthermore, newer models like kiosks that emphasize on take away concepts are being increasingly used in airports, BPOs to attract a certain crowd. Indian coffee exports are slated to witness a decline for the very same reason as domestic consumption surges. Furthermore, this consumption is set to soar as a culture has started setting in amongst Indians i.e. Coffee Culture.
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BIZ QUIZ Q1. Which brand got its name from a Sanskrit word which means "Priceless"? Q2. Which company has patented a ‘pay-per-gaze’ technology that will help advertisers track emotional response to real world and online ads? Q3. Which Indian Enterprise used the slogan – Improving the quality of life? Q4. Which company's mobile phone is marketed with the slogan – Big Inside. Small Outside? Q5. Which network marketing company sells with the slogan – Better Ideas, Better Life? Q6. Identify the logo of this image hosting and video hosting website, web services suite, and online community.
Q7. With which brand will you associate this character?
Q8. The four of them founded which company in 1991?
Q9. Connect
Q10. Who quoted – “Roti, Kapda, Makaan, Bijli and Bandwidth”?
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SNEAK PEEK @ NDIM
ew Delhi Institute of Management continues its streak of International Projects. It is a matter of great pride for us that our department of International relations has managed 60 international projects for our first semester PGDM students of 2012-14 batch. NDIM has also been offered 15 live projects in Egypt by the world renowned PwC in Feb 2013. First year students have been offered six weeks of Attachment/Live Projects/Trainings in Russia, China, Indonesia, Philippines, Egypt, Taiwan, Kenya and South Africa just after passing their 1st semester exams and being at the NDIM campus for only 5 months. An International Study Program being attended by NDIMites at Oxford, UK. NDIMites got an opportunuty to acquaint themselves with the British history and culture. The students made a visit to the magnificent Warwick castle and to the legendary assembly plant of BMW Mini Cooper at OXFORD.
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Students at St. Petersburg, Russia on a 6 weeks project on Financial Literacy of Youth: designing, developing and delivering trainings on financial literacy.
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DIM continues to enhance the unrivaled corporate exposure and learning provided to its students. Mr. Kyung Mo Cho, Managing Director, Dong Yang Mechatronics Korea; Mr. Akhil Bhandari, VP & CIO, Pratt & Whitney Canada Corp; Ms. Ritu Agarwal, Professor and the Robert H. Smith, Dean’s Chair of Information Systems at the Robert H. Smith School of Business, University of Maryland addressed visited NDIM and interacted with the vibrant students of batch 2013-15. Mr. Cho said that Korea and India would expand business cooperation, emphasizing on the fact that the two countries are the growth engines of the Asian economy. He also talked about the growth opportunities in Korea for Indian students and answered students’ queries during the interactive session. Prof. Agarwal talked to the students about “The Management Imperatives for the 21st century and how to thrive to succeed”. Ms. Maria Luisa Perez, Director, Centre for International Development from Australian Institute of Management Western Australia; Mr. Maurice Dimmock, Chairman, ASIC interacted with students of New Delhi Institute of Management. To explore collaboration possibilities with NDIM regarding management program, Ms. Maria Luisa Perez accompanied with Mr. Arun Bharadwaj (CEO- Australian Vocational Training & Employment Group), Parampreet Singh (MD- AVTEG) and Madhusudhan Dutta (DirectorAVTAG) had a learning interaction with the management, young budding managers and faculty of NDIM. NDIM students received a golden opportunity to be a part of the India-South Korea Strategic Partnership Meet at the India International Centre, Delhi. Mr. H.E. Joon-gyu Lee, Ambassador of South Korea to India shared South Korea’s business plans with respect to India and the educational partnerships of the two nations.
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NDIM batch 2013-15 continued their journey of corporate exposure beyond campus and classroom learning with Industrial visits!! The Industry visit to Mother Dairy, Parle G, Bisleri and Yakult provided real time exposure of manufacturing and operations at the manufacturing plant.
YAKULT
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BIZ QUIZ Answers Answer 1: Amul Answer 2: Google Answer 3: Tata Answer 4: Samsung Answer 5: Amway Answer 6: Flickr Answer 7: Mountain Dew Answer 8: Micromax. The founders are Rajesh Agarwal, Sumeet Arora, Rahul Sharma and Vikas Jain. Answer 9: Beyblade. Beyblade is a line of spinning top toys sold by Hasbro, which was originally developed and manufactured by Takara Tomy. Both the toys and their name is inspired from "Beigoma", a traditional Japanese spinning top. The Beyblade anime television series were produced to promote the sales of the product. Answer 10: Devang Mehta
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TEAM: FLAUNTE’
Abhishek Mehta Anurag Verma Gurvinder Singh Prakash Senapati Adarsh Chandra
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NEW DELHI INSTITUTE OF MANAGEMENT, 60 & 50(B&C), Behind Batra Hospital, Tughlakabad, Institutional Area, New Delhi-110062, Phones: +91-11-29956566/67/68/69, 40111000 Fax : +91-11-29965136 Toll Free : 1800-419-0606, E-mail : info@ndimdelhi. org, Website : www.ndimdelhi.org NDIM Flaunte' August 2013 44