Markathon September 2014

Marketing Magazine of IIM Shillong

Volume 6 | Issue 3

September 2014

MARKATHON

The lexicon of Brands No, A isn’t for and D is not for

Vartalaap with Mr. Sanjeev Kapur

Senior Vice PrChief Marketing Officer and Head of Customer Franchise Management, Citi India

From The Editor As we receive appreciation for our anniversary edition last month, we would like to take a moment to thank all the contributors and readers of Markathon for their continual support to us throughout our journey. The feedback which we receive to better ourselves is a reward to us in itself and is keeping us going.

The month of September-2014 would be marked in golden words for our country for the successful execution of the Mars Orbiter Mission by ISRO. The project has been completed at a lowest ever expenditure of close to Rs. 450 crore which has made the world acknowledge India’s prowess in space technology yet again. A proud moment for all the Indians, this would certainly remain in our memories for long. The month also saw the Chinese President Mr. Xi Jinping visiting India. A lot of media attention was given to this high profile meeting which resulted in announcement of US$ 20 billion being invested in India, a sum very less in comparison to what was expected. There was also tension in the air regarding the Chinese incursion in Indian Territory corresponding to the visit to which India has shown strong objection. However the personal rapport between the leaders of the two most powerful nations to be was certainly a positive sign and hopefully the visit marks a beginning of a decade of strong partnership between the two nations.

There is no doubt about the fact that Mr. Narendra Modi is a very strong brand in himself and he surely understands the power of Marketing, In continuation to what he did in Gujrat, Mr. Modi launched the ‘Make in India’ program urging corporates to invest in the country for manufacturing. We expect that the promise of an environment of trust bears fruit for India. In this month’s edition we would take you down the memory lane on a journey to

the 26 iconic Indian brands through our cover story ‘A lexicon of brands from Markathon’. This includes names such as Kismi Bar from Parle. Yezdi, Rasna etc. which have touched our lives, one time or the other.

In Vartalaap this month, we have with us an interaction with Sanjeev Kapur is the Chief Marketing Officer and Head of Customer Franchise Management, Citi India and drives marketing for Citi’s Institutional and Consumer businesses in India. Under his leadership Citibank has been wining “The Most Trusted Brand” award in the foreign bank category for three consecutive years. An MBA from XLRI and Gold-Medalist graduate from IIT Roorkee, he has also turned around the Lux soap business in India in 2002 and was recognized as one of the ‘Most Dynamic Marketing Professionals of the Year’ by Powerbrands in 2011.

The brand story this time covers the journey of India’s largest job search portal Naukri.com. The insights on how the company has grown alongside the evolution of internet in India gives us a lot to learn on market gap identification and product development. The Fun corner will bring to you the evolution of your favorite brand…. Not giving it up so easily, just flip through the pages.

With so much in store for you, we present the September edition to you. Do write to us at markathon.iims@gmail. com and keep us posted about your interests and feedbacks.

Enjoy Reading!!

The Markathon Team

Editors Amit Sonwani | B Ushashree | Nishant Prakash | Ramanathan K | Varsha Poddar | Yash B. Bhambhwani

Creative Designers Malini Aishwarya B | Swati Pamnani

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Contents

Marketing to Millenials Shubham Badkur Jain | IIFT

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An imperative tool for Customer Retention Subhra Prakash Naskar | VGSOM , IIT Kharagpur

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The lexicon of Brands from Markathon – No, A isn’t for Apple and D is not for Durex

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Vartalaap Mr. Sanjeev Kapur Senior Vice PrChief Marketing Officer and Head of Customer Franchise Management Citi India

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Varsha | IIM Shillong

Eye 2 Eye 14 SRK is bringing Happy New Year Trailers to WhatsApp. Do you think this is a msart move ?

Heena Motwani | IIM Shillong & Snigdha Ajjarapu | IMI Delhi 15 Silent Voice KBC Valavala Sai Sravya | IIM Shillong Specials Addicted Swati Pamnani & Yash B. Bhambhwani | IIM Shillong

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Brand Story Nishant Prakash | IIM Shillong

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Fun Corner Malini Aishwarya B | IIM Shillong

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Updates Amit Sonwani | IIM Shillong

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Events - Ace 3.0

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There are certain characteristics and traits which are binding for each. Every generation has the feeling that we are more progressive and smarter than our predecessor and the previous generation people also feel that they worked harder than the current crop. When generation X came into existence they made deafening noise demanding the world to bend in their direction. And they raised their kids with even more expectations because of which the millennials are giving them a run for their money.

Marketing to Millennials

In an organizational setup the baby boomers are characterized for working in a structured manner whereas the millennials can be unstructured and nonlinear but get the job done. Baby boomers had a sense of loyalty and wanted job security. The baby boomers are go getter and don’t mind shuffling jobs in order to reach to the top. The baby boomers preferred to work in teams rather than individuals whereas the millennials also called the selfie generation can be seeking personal glory at times.

At present the size of the millennial generation is more than any generation in the world. The impact they have on marketing is also huge. A good marketer has to gauge the differences between the two generations in the right amount and change its strategies accordingly. Like for example Parle g biscuits boomed during the 1980’s and has been doing great business ever since. With its new marketing strategy it is further driving the point that the quality of the product has not changed at all and continues to drive revenue for the company.

BY shubham badkur jain iift

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illennials refer to the generation of people born in early 1980’s to 2000’s. The Millennial generation is so named because this demographic cohort was born near the dawn of the new millennium. We the generation Y took over the mantle from generation X. The millennial generation is often referred to as the hippies or the selfie generation to differentiate from the previous generations. But are we different from them altogether? Is the generation different from the previous ones? The answer is both yes and no.

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The millennial generation has been equipped with the latest technological developments which their predecessors didn’t enjoy. They have seen the internet boom due to which any information is just a click away for them. In order to make optimum use of the situation the marketers have to constantly deploy new strategies to meet their demand. Domino’s has delivered on this front by being open minded and acceptable to changes. They have launched their mobile apps to tap the potential of the growing Smartphone market. The application like pizza tracker

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abling the millennial generation to make a informed choice.

Domino’s Pizza Tracker

provides the user the information about the present state of their order. This way they successfully connected with their customers and increased their brand value.

Ebay App

The millennial generation has been the most educated one and as a result has more buying power. With time more and more baby boomers would be retiring and would be replaced with the millennials. This would further result in rising income with this section and that’s why it is imperative for the marketers to satisfy their needs. The millennials are concerned with the quality of the product. They want the product to be customized as per their requirement and is ready to pay the price for it. Customer satisfaction further results in word-of-mouth advertising for the product thus leading to more business for the marketer.

Social media has played a paramount role in the impact of millennial generation. This generation is more outspoken and does not restrain from opining. Various blog spaces and review sites are filled with praises and criticisms of the various products. Zomato the restaurant discovery site and mobile app allows the user to share their experience of various restaurants, hotels and food joints of the cities which helps the readers to make their choices on the basis of the ratings. Because of the connect it made with the users of the site and its credible review system the big players of the food market and various restaurants post their advertisements on the site. This has been the main source of their revenue and they owe the social media space big-time for this.

The millennial generation is also fickle minded in nature because of flurry of choices being offered to them. The marketers need to go the extra mile in order to gauge their attention. It is the creative advertisements that millennials respond to than the conventional ads. In spite of fierce competition in the apparel market Levi’s has been the trend setter for so many years. Customer engagement has been one of its core values and being receptive they are always able to build stronger relationship with their customers.

This helps them in understanding their target audience and enables them to improvise as per the current trend.

The Millennials are also known as the ‘selfie’ generation because they love to love themselves. But they are also sensitive to the society’s wellbeing. Our generation has grown in the time of people being socially active. The common mass has joined hands to fight the evil of poverty and this message is ingrained in this generation. Down the line consumers would opt for the companies who brand themselves as socially responsible. ITC’s philosophy of “Let’s put India first” has promoted the sustainable development and inclusive growth. With purchase of every product of ITC it provides Re1 for it rural betterment initiatives and has been able to successfully sensitize the current generation for social good.

Zomato App

Online shopping is another aspect of the technical advancement which has enhanced the experience of the millennial generation. It enables the user to buy the product of his choice front the multiple brands on offer and also provides hassle free transactions. The timely gratification which the users get from online shopping leads them to choose it over the conventional shopping. The online retail sites like Amazon, Ebay, Flipkart etc… also stores the data of the user and provides them customized suggestions en-

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The marketers need to continuously rebrand themselves and come up with innovative ways to engage its customers. They need to provide experiences to the customers to have a lasting experience. The “Open Happiness” campaign of Coke linked the experience of the consumers with their product. The new and innovative packaging campaign “Share a Coke” allowed the users to send a bottle to their friends with their name printed on it. It spiked the sales of coke in various countries and allowed the users to share their happy experiences and connect to the brand in a much better way. got spread was that KFC and SusanG. Komen are raising money for medical research by promoting unhealthy food. This did not go well with the millennials and they spread their distaste on the social media causing negative publicity for the two brands.

Community experience is another trend that is picking pace when it comes to millennial marketing. Reebok or ganizes its group exercises named Crossfit which engages the group of people to participate together. In this way it promotes the importance of exercising and simultaneously makes its consumer loyal towards the brand. The company which creates a perfect working environment for its employees is the one which is most loved by the general users as well. Take for example the case of Google. It is the most loved brand of the world. The employees of Google are so satisfied working there that they always go the ex tra mile to improve its services to the users.

On the other side there have been certain instances where cause marketing was tried to engage with the millennials but the campaigns backfired. Kellogg’s retweet for a meal is an example of it wherein Kellogg had intended to donate meal to the needy children but by some error one of its PR staff posted on the net that for every retweet that they receive they will donate a meal. They were totally misinterpreted and were considered inauthentic and power hungry. KFC’s Buckets for the Cure was a similar case wherein KFC decided to donate $0.50 to Susan G. Komen for every bucket of chicken it sold. The message that

With the shift in generation there has been a noticeable shift in the marketing strategies of the brands as well.

Change is the only constant. And the companies who have adopted according to the changes have been successful in marketing to the millennials. The brands which cater to the needs of the millennials and position its products accordingly will only be able to sail and the rest will just float.

KFC and Susan G. Komen’s Marketing Blunder

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Levi’s Millennial Marketing

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An imperative tool for Customer Retention

Why Research suggests that the answer to this lies in both retail loyalty strategy and its execution. In many instances, great strategic blue-prints not being adequately supported with the right execution while in other cases, strategy itself was flawed. Based on the results it is visible that lack of Fitness for program purpose and inability to achieve goal congruence within internal actors as strategic issues and an ineffective management control and suboptimal accounting framework as key execution failures. This paper discusses each of these issues in detail.

Strategic Issues

1. Most retail loyalty programs claim to exist to increase customer retention. However, most firms don’t have a clear basis to identify if their customer loyalty is transactional, functional or attitudinal. Brands often claim that they do not require any loyalty program for inducing the first two forms of loyalty and quite rightly so. The acid test of a program is to be able to become a force multiplier on the top of the retail brand and induce the third form of loyalty. Today, programs just can’t compete based on direct value payout or functional features and functionalities alone, as these are highly replicable. It has to create experiential differentiators which would work as a perceptual exit barrier for customers. It should make customers immune to either some tactical play of competition or acceptable price increase by the

BY Subhra Prakash Naskar firm. To this effect, the first step is actually to agree on vgsom, iit kharagpur a whole set of economic and non economic activities which can be attributed to the loyalty program without much dispute. The second step is to create a robust etail loyalty programs are common place today. measurement framework around these agreed activities.

From Mom & Pop stores to large super markets, almost every other retailer has some form of loyalty program. Some offer instant gratification with upfront discount, some offer threshold vouchers, some are currency based etc. However, the success of retail loyalty programs, regardless of their structure, remains indistinct to business. Despite significant investments, most retailers are still unsure about the real value creation by their loyalty programs. They tend to think loyalty programs are just a line item between their Gross and Net profit and an attribution of economic impact of any form (to the loyalty program), is highly disputable. There are potentially two scenarios that emerge in the context of retail loyalty. In the first, the program is integral to the brand and often program loyalty is inseparable from brand loyalty. But in the second scenario, where the loyalty program services many brands (for eg: a retail conglomerate which has many retail brands), it is especially challenging for the program to be considered as an effective mechanism for value creation.

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2. The objectives are determined, it is to establish goal congruence between various internal actors through a robust performance management model. This is the key to foster collaborations within the organization. Cross functional KPIs need to be agreed upon between the program and the various functions. It is good to start by identifying how loyalty can potentially impact the whole retail value chain, after base-lining the performance. While the impact of loyalty is usually felt on the down-stream part of the value chain, programs often struggle to establish its impact on the up-stream part.

marketing cost and is expensed below Gross Margin; making redemption or breakage as a mere recovery of that cost. The problem tends to worsen, especially in the case of retail conglomerate, where many retail brands participate to form a mini coalition within the same program.

Typically the brands which experience higher accrual than redemption are the ones who clamour the most.

Execution Related Issues 1. Mostly, retail loyalty programs are configured either as an independent cost centre or as a part of larger shared services. They usually do not enjoy the structural empowerment to decide their own budgets. Even the direct payout to the consumers is decided primarily by the brands, where program managers have very little to no say at all. While some retailers did experiment with some innovative structures like placing the entity at an arm’s length and transfer pricing relationship with the brands, none saw much success. Instead they ended up alienating the categories.

Management empowerment of the loyalty function should be progressively done based on the ability of the program to achieve certain performance thresholds for a given maturity. While an absolute lack of empowerment may deem the program ineffective, disproportionate and untimely empowerment may end up dividing the organization. The balancing act is in drawing the control boundary, in a manner that awards the program enough discretion, to execute its agenda, without alienating the brands or the categories. The boundary needs to shift outward as the program matures and the value creation through loyalty program becomes increasingly less disputable.

Success Imperatives While strategic challenges tend to cast a long shadow over program’s effectiveness, most programs’ incapability to harness the power of analytics to prove their worth is also to be blamed. Most of the retailers we interacted with had concurred saying, they would not hesitate to allocate more management resources to the program; if it can prove that doing so has a value. This is exactly where most of the programs fail. They fail at many levels – from target setting to measurement. Retail programs are plagued with lack of clarity and consensus.

While most retailers continue to struggle with excess operational challenges ranging from stock availability, excessive mark-downs, growing reverse logistics spend or vendor negotiation, loyalty comes far down in the pecking order. Loyalty program should view all of these as their opportunities. If the program really wants to grow in prominence, it needs to share the responsibility of alleviating each of these issues with the various actors and leverage data to prove their contribution. Broader changes would fall in place, subsequently.

2. Retailers all over the world tend to treat points as cost upon issuance. However, this cost is often recognized as

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Cover Story The lexicon of Brands from Markathon

By

Varsha IIM Shillong

– No, A isn’t for Apple and D is not for Durex

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The lexicon of Brands from Markathon – No, A isn’t for Apple and D is not for Durex. This lexicon of brands lists some memorable Indian brands that we grew up with. While some have been displaced by multinational brands, others still rule the roost. A lexicon of brands that looks at the curiosity of sorts that the Indian market has proven to be for brands which came into existence before or soon after the opening up of the economy and how they coped with the flux that resulted from it. rchies – Before the Hallmarks of the world and way before Chumbak, Happily Unmarried and other such kitschy outfits entered the ‘social expression’ space, Archies helped India express itself with Holi, Diwali and Rakhi greetings. Started in 1979 by Anil Moolchandani, the company is now present in 120 cities in 6 different countries. It went public in 1995 and was listed in the NSE and BSE in 1998. “The most special way to say you care” is still around in the times of ‘HBD’ posts and virtual cakes on facebook.

amlin – now known as Kokuyo Camlin with Kokuyo of Japan acquiring 51% stake in the company, Camlin was started in Mumbai in 1931 and still remains the market leader in producing art materials such as watercolours, poster colours, pastels, acrylics, etc and stationery. What started as Dandekar & Co that began to produce Horse Brand ink powders and tablets evolved into the maker of Camel Ink for fountain pens went down as the stationery brand that almost every Indian child went to first day of school with. Every kid before the 1990s for sure!

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uckback – started in 1920 in Kolkata by Bengal Waterproof Works Ltd now (Bengal Waterproof Ltd), Duckback ruled the roost of rainwear in India for many decades before it was put out of its leading position by increasing rubber prices and a failure to innovate to more modern products. The company made a comeback in 2012 and now manufactures soft and hard luggage options amongst other things.

Duckback was one of the foremost ‘swadeshi’ brands urnol – It is one of the oldest antiseptic cream to appear on the horizon. brands in India and has changed hands many a times, starting off with Boots, being bought over by Reckitt Piramal in 2001 and finally coming to rest in the brand portfolio of Dr Morepen Labs which mar-

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keted it as the “Burn Specialist” creating a high recall among Indian consumers and reaching the first-aid kits of almost every household in India.

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ssel World – India’s largest and foremost amusement parks has withstood the brunt of a booming travel and tourism industry. Operated by Pan India

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Paryatan Private Ltd (PIPPL), a subsidiary of the Essel Group, the very mention of the amusement park still summons to mind the jingle “Essel world mein rahunga main, ghar nahi jaunga main”. Essel World and its younger cousin, Water Kingdom, have remained iconic Indian brands.

pany owns the brand of Hero Pens which can still be found with retailers online and offline as well.

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ndrajal Comics – Brought out by Benett Coleman and Co – the publishers of The Times of India, Indrajal Comics first brought to India Lee Falk’s Phantom stories and progressed to his Mandrake stories, ryums – So those colourful ‘snack pellets’ that Alex Raymond’s Flash Gordon, Allen Saunders’ Mike are often the only things that add colour and Normad, Kerry Drake and many more. Though they crunch to mess food across the country were actu- stopped publishing in 1989, in the 27th year of Indraally launched by TTK Healthcare. If too much of a jal’s existence, old prints can still be bought off eBay good thing was ever bad for a brand, then the brand and in dusty second-hand book stores in the forgotwas definitely Fryums. Fryums became popular and ten by-lanes of old cities that reek of nostalgia. thereafter turned into a generic brand in its own right. So much so that other manufacturers began to umbo Circus – Started by Badnasheel, a businessmanufacture ‘fryums’ too and slowly the brand was man, in 1976, in the city of Calcutta, Jumbo Circus lost but the ‘product’ Fryums endured. Not particu- is credited to have brought the entire circus scene larly to the advantage of TTK Healthcare, of course. to India. With acts ranging from acrobatics, to ‘boneless acts’ to animal shows, which are now banned, ili – India’s first jewellery brand was launched the circus continues to be staged even today in citin 1994 and is credited for introducing many ies such as Chennai. In the times when television practices in the thriving jewellery industry in India. It was only just crawling into India, Jumbo Circus made was the first jewellery brand to sell in departmental leaps and bounds in the entertainment business. stores and to have uniform quality and designs at all its stores across the country. ismi – the ‘elaichi’ flavoured sweet from Parle

Products was launched to serve as a mouth freshero Pens – Not an Indian brand, but it has been ener. Available in Kismi, Kismi Gold and Kismi Toffee a part of every Indian kid’s childhood, nonethe- Bar, the sweet has been a favourite over many years less. Hero Pens, with their hooded nibs were the first and still occupies shelf-space in mom and pop stores fountain pens that most of us began the journey of across the country. Often alongside other landmark endless hours of scribbling with. Founded in 1931 as sweets such as Mango Bite, also from Parle Products the Huafu Pen Factory, the Shanghai Hero Pen Com- Ltd.

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has largely remained obscure.

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iberty Shoes – Based in Karnal, Haryana, Liberty Shoes was perhaps the first shoe brand that most of us dawned when we stepped into school on our first day, even before Bata came and buckled our tiny feet with its offerings. Currently the brand is present in over 6000 multi-brand outlets across the country and has a presence in over 25 countries through more than 50 stores.

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arry’s – EID Parry, which has been in business for more than 225 years, has many first to its credit.

It was the first company to manufacture fertilisers in India and is currently engaged in the production of sugar and sugar-based goods. It is an instantly recognisable name in India, especially its southern parts and is known for its collaborative efforts with sugarcane farmers.

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ysore Sandal Soap – In production since 1916, Mysore Sandal Soap is manufactured by Karnataka Soap and Detergents Limited, a subsidiary of the Government of India, the soap and its iconic packaging have almost become a part of the heritage of South India. Loyalists of the soap still hunt it down from the elusive stockist or order online.

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uickChek – Another one of Dr Morepen’s products, QuickChek was the first pregnancy test kit manufactured in India. Its promise was that it delivered results in a matter of 5 minutes and offered easy-to-read results. One of the brands which did not really catch on, but was nonetheless worth a mention due to its pioneering efforts.

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ataraj Stationery – Established in 1958, Hindustan Pencils Ltd is the largest pencil manufacturer in India, with the brands Nataraj and Apsara being exported to over 50 countries. Their state-of-the-art manufacturing units with latest machinery set up daily produce 7 million pencils, 1.5 million sharpeners, 2.4 million erasers, 0.2 million scales, 0.8 million pens.

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asna – Owned by Pioma Industries in Ahmedabad, Rasna was launched in early 1970s and is still popular today, to the tune of having more than 82% share of the soft-drinks concentrate market in India. Apart from gaining ground against the mainly carbonated soft-drinks market that emerged in the 1990s, Rasna was also the first brand to centre its communication around the child being the influencer in the purchase of soft drinks and implanted its tagline “I love you, Rasna” in the minds of more than one generation of Indians.

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riginal Choice Whisky – John Distilleries Pvt Ltd which owns the brand Original Choice Whisky also manufactures rum, brandy and other distilled alcoholic beverages which it markets under more pykar – Started by Prasad Pabrekar in 1992 to inthan 10 brands. Set up in 1992 in Bangalore, it has troduce some home-grown competition to the 16 manufacturing units in 12 states and revenue of over Rs 9 billion. Another home-grown brand that Levi’s, Pepe Jeans and Lee Coopers of the world that

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september 2014 whose true worth and reach are often undermined because it blends so well in the background, where it has been for really long!

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illiamson Magor – Now McLeod Russel India, Ltd, Williamson Magor was established in 1869 and it accounts for a production of 100 million kilograms annually, from estates in Assam, West Bengal, Vietnam and Uganda. It is one of the foremost exporters of tea in the world.

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mex – Started over 15 years ago, Xmex is India’s first plus size fashion store now has considerable retail presence – of over 1000 multi-brand outlets in cities like Mumbai, Delhi, Chennai, Pune and Kolkata. It also has a thriving wholesale business and its products can be ordered online from a number of etailers. Perhaps a harbinger of the ramifications of a shifting lifestyle, the brand makes the list for being ahead of its times in capturing a market that seems to be ominously hurtling towards reality.

were making themselves comfortable in the country, Spykar is now a Rs 500 crore brand and recently Kishore Biyani’s Future Lifestyles bought a 75% stake in the fashion label. Created with a premium feel, using mostly foreign-looking models and locales for its communications, Spykar attempts to create a presence in the minds of the Indian youth by alienating itself from the country of its origin.

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ezdi – Ideal Jawa Ltd, popularly known as Jawa started operations in 1961, with the help of former Czechoslovakian Jawa Limited and by 1968 had established wholly indigenous manufacturing of motorcycles undr the brand name Yezdi. The idea was to offer consumers a product that was home-grown and offered value for money. The tagline “Forever bike, forever Value” was coined to reinforce the same and the ideals of the brand remain unchanged even today, in the face of stiff international competition.

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opaz Blades – manufactured by Malhotra Shaving Products, Topaz Blades and Laser Razors are now present in countries across the world, with a strong presence even in the quality-conscious countries such as the USA, countires in Europe and the Middle East.

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talc – Led by the vision of four brothers Sunder, Guna, Mohan and Shivaram, Argus Cosmetics was launched in 1992 to serve the needs for male grooming products, a category that the brothers believed was neglected by leading players in the industry. The first product to be offered was the Z-talc and the product portfolio soon expanded to include face

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ncle Chipps – “Bole mere lips, I love Uncle Chipps” – the jingle not only rang in the market leader in snacks in the 1980s, but also launched film director Shantanu Moitra’s career. In 2000, the brand Uncle Chipps was bought by Frito-Lay (PepsiCo’s snack division) from Amrit Agro Industries Limited for $6.6 million.

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adilal – from a hand-cranked soda fountain to being the second largest ice-cream player in India with a brand worth over $4.5 billion, Vadilal has come a long way. Started in 1907 in Ahmedabad by Vadilal Gandhi, Vadilal now has significant exports and a diverse range of offerings – from frozen goods to ice creams. It is the quintessential Indian brand

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VARTALAAP An Interview with Mr. Sanjeev Kapur Sanjeev Kapur is the Chief Marketing Officer and Head of Customer Franchise Management, Citi India and drives marketing for Citi’s Institutional and Consumer businesses in India. As Chief Marketing Officer for Citi India since March 2011, Sanjeev’s focused marketing approach helped double Citi’s brand preference in India from 2010 to 2013 .Citibank India has also won several external brand recognitions & accolades including the top position in the prestigious Brand Equity “Most Trusted Brand Award” in the foreign bank category for three consecutive years under his leadership.Prior to joining Citi, Sanjeev spent over seven years in a variety of Sales & Marketing roles in Unilever. In 2002, he helped drive the turnaround of the Lux Soap business in India for which his team was awarded the prestigious Chairman’s Enterprise Team Award. In 2011, Sanjeev was recognized as one of the ‘Most Dynamic Marketing Professionals of the Year’ by Powerbrands. He is recognized amongst Top 50 Marketing Gurus of India by IBM M.I.T.R (Marketing and IT Recognition) in 2011 and 2012 respectively. He is a Gold medalist (Marketing) from XLRI Jamshedpur, where he obtained his MBA in 1998. He is also a Gold medalist from IIT Roorkee, where he obtained his B.Tech. in Mechanical Engineering in 1992.

Citi India

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Chief Marketing Officer IIM Shillong

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Markathon: From B.Tech in IIT Roorkee to writing a My formative marketing stints taught me that core thesis about a Solar Track Vehicle, what sparked the marketing principles are portable across industries interest in Marketing? and that to build great campaigns and products, you need a combination of insights, foresight and intuEven before my MBA, I was enamored by marketing ition. The quality of output is contingent upon buildbecause of the action-packed, highly creative and ing a robust understanding of consumer needs and ever-changing nature of the profession. The race preferences within any category. Hence, the initial to achieve a higher market and mind share equally challenge within Citi was to build an in-depth undertests your analytical abilities and creative faculties. standing of customer preferences and Citi’s competiWhile your analytical skills are tested when you are tive context within each financial category such as required to unearth deep consumer insights from a credit cards, loans, mortgage, etc. The second chalmaze of information and then build a strategic plan lenge was, unlike a packaged good product where to gain market share, you require imagination to put the end-consumer experience is largely standardforward an innovative product, advertising and client ized, the delivery experience of financial products experiences to build preference for your product and and services can vary due to human interaction and factors external to the brand. However this non-stanbrand. dardized experience also sets up an interesting opMarkathon: You have headed the marketing divi- portunity as technology provides the marketer with sions in the FMCG industry at Unilever and now in an ability to deliver more relevant and personalized the financial services industry at Citigroup? How experiences. Lastly, at Citi, it was important to learn challenging was the transition and what learnings the science behind customer lifecycle marketing as, from your time at Lux have you been able to incor- unlike FMCG products, marketing not only helps in acquiring new customers, but also in selling new porate at Citigroup? products, which are appropriate over the various life

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stages during the relationship with the bank.

Markathon: What would you advise our readers especially those who want to get into Marketing in the financial services sector?

Marketing within a services industry like financial services can give you comprehensive exposure to the various facets and nuances of Marketing. At a fundamental level, you can learn the principles and processes required to design a powerful product and deliver impactful advertising. To succeed in this sector, one needs to understand the role that Marketing can play in delivering a consistent high quality end-to-end experience across all touch points where the brand interacts with the consumer. Secondly, given that technology is the bedrock of all financial products, marketers are able to learn techniques to embed a technology layer to help create engaging experiences. Financial sector marketers also get tremendous opportunity to understand how to leverage the large volume, variety and velocity of data in order to deliver personalized experiences to clients and prospects.

Markathon: The Dil v/s Bill campaign was a successful social media intervention by Citigroup. How can the Banking industry build better Social media campaigns to target the customers individually?

The ‘Dil vs Bill’ campaign during the Diwali season urged people to buy what their hearts wanted, by encouraging them to use the EMI facility of their Citibank credit cards. In addition to mass media, the campaign leveraged Twitter and Facebook to create online engagement of the unique industry first on-ground activation concept called ‘Skyvertising’ at the malls. The integrated campaign created excitement amongst the upwardly mobile and socially networked consumers. Citibank was the first to use ‘Skyvertising’ with social media to raise awareness in India. The campaign posted on Citibank’s India Facebook page reached more than 4.1 million users and the Twitter hashtag, #dilvsbill, continued trending for more than 53 hours.

At Citi, we leverage social media platform like Facebook to engage with our customers and fans on topics of their relevance--such as a newly introduced product or service--on a daily basis as well as to individu-

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ally address concerns raised by them on our brand page. We also use this platform to also provide customized solutions to our customers. For example, we launched a crowd sourcing campaign, the first of its kind in India, on Facebook called ‘My Vote, My ATM’ for fans to vote for their choice of ATM locations in specific cities. Based on the overwhelming response, we implemented ATMs across seven cities as a result of the votes received during these campaigns. We have also launched specific Apps on Facebook, which

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vartalaap

september 2014 able to do this in a variety of ways and have created several market-first solutions which cater to the evolving needs of the consumer’. For example, we are the first, and only bank, to provide instant credit card issuance facility at our smart banking branches at Phoenix Mills, Lower Parel, Mumbai, and at MG Road, Bangalore. Another example is our Citi PremierMiles credit card - India’s first and only airline agnostic card to earn miles that can be redeemed across more than 100 airlines, online travel agents and hotels around the world. In addition to leveraging technology, some of the new concepts that are being leveraged by marketers to gain market share revolve around the themes of collaborative marketing and contextual marketing.

As ecommerce becomes more intrinsic to the lives our digitally savvy clients, we introduced the first ever 24-hour deep discount cyber sale to India back in December 2012, which met with overwhelming success. Continuing to anticipate trends, we launched the OMG! Wednesday fortnightly sales, as consumers prefer shopping online in the middle of the week.

Markathon: What is the potential of using the mobile as a viable payment mode?

More marketers are allocating a higher share of marketing budgets towards mobile platforms. In India, the smartphone market is fueled by handset manufacturers introducing instruments at the $100-price point. Mobile internet subscribers are likely to cross provide personalized recommendation of specific of- the 500-million mark by 2018. We believe there are fers that would be relevant to the customer based tremendous opportunities for the mobile platform to on their social graph. We also have Apps which al- be embedded as an integral part of every core sales low customer to redeem their reward point on their and marketing experience being delivered today, as credit cards for a variety of options. well as a powerful tool for the customer in terms of payment. Besides offering transactional conveMarkathon: How can Banks differentiate them- nience, we would continue to work hard to taking selves effectively in terms of their offerings when it advantage of the unique native features of the platcomes to financial services? With IT services becom- form like camera, location-based services to make it ing easily available to everyone, what is the new simple to do business with Citi and provide personalbuzzword in terms of competitive advantage for ized experiences Banks?

Technology is the cornerstone of solutions today.

Citi’s goal is to provide simple, secure and prompt solutions for our customers across every touch point wherever they are, in a way that will inspire them to share their experience with others. We have been

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eye2eye

september december 2014 2013

SRK IS BRINGING HAPPY NEW YEAR TRAILERS TO WHATSAPP. DO YOU THINK THIS IS A SMART MOVE? Snigdha Ajjarapu IMI

heena motwani iim shillong If the success of Shahrukh Khan’s recent movies is evaluated, there is no doubt about the fact that effective marketing would be one of the reason that would come up. Be it during My name is Khan where the whole controversy of SRK being questioned at the Newark Airport was used to generate PR for the movie, or the launch of Ra-One through Twitter and 10 second trailer during India-Australia World Cup-2011 match. He has been a man of many firsts and the trailer launch of the upcoming movie ‘Happy New Year’ on WhatsApp adds to this list of innovative marketing attempts.

Social media & Digital marketing has become the order of the day and a smart marketer as SRK would have not lost on the huge potential which WhatsApp had to offer.

In a move to beat the market Red Chillies Entertainment got the restriction of broadcasting only to 250 users removed. The positives of marketing through WhatsApp is that the trailer reaches a greater number of people as the content sharing rate on this platform is very high owing to the consumer’s attitude of trying to be the first to forward any new content.

The critiques say that this move intrudes the personal space but there is no such breach as the trailer is made available only upon request by a user. Thus in all this is a brilliant move and is surely going to be a trend to be.

With the evolution of Marketing, companies and brands have adopted various methods of promotion.

This has been enabled by the wide usage of internet by cu stomers.

It has also been observed that the charm of ATL activities is now lost and customers expect to be treated differently from others. BTL marketing is gaining importance in increasing brand recognition and recall. While we live in an era that is observing these drastic changes, one of our very own stars “Shahrukh Khan” has chosen to overlook them. Though web enabled advertisement is appreciated, mass advertisement is not received well among customers. A touch of personalization is always appreciated. Just to draw a parallel, Aamir Khan has initiated an on call advertisement in which there is a pre-recorded personalized message for every customer which allows him to instantly show his support for the cause supported by Satyamev Jayate. This has garnered a great response for the show, but broadcast advertisements on WhatsApp is a complete NO-NO. What I believe is that our star could have been a little more aware and chosen a better way to utilize the medium of WhatsApp, which has a large user base in India and the potential to draw people to the theatres.

Topic for the next issue: “Google Android One : Sure-shot success or an ambitious project?” Your opinion (view/counterview) is invited. Word limit is 250-300. Last date of sending entries is 7th October, 2014. Include your picture (JPEG format) with the entry. Winners will receive a prize money of Rs. 500 each!

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silent voice

september december 2014 2013

Last month’s results WINNER sai sravya | iim shillong

honorary mention ROHAN MODI | Iim shillong

Theme: KBC

Congratulations!!! Vivek receives a cash prize of Rs 1000!

THEME FOR NEXT SILENT VOICE: Iphone 6 #bendgate LAST DATE OF SENDING THE PRINT AD: 7th October, 2014 EMAIL ID: markathon.iims@gmail.com Send your entry in JPEG format named as SilentVoice_<Your Name>_<Institute>only.

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AD-dicted AD-dicted By yash bhambhwani IIM Shillong

PRODUCT: Airtel

POSITIONING: Bringing data savy Indians closer to one another

december september 2013 2014

CATCH

POSITIONING: Faad Ke Khao CREATIVE AGENCY: Ogilvy & Mather

R

CREATIVE AGENCY:Taproot

YouTube Link: https://www.youtube.com/watch?v=5mX oYrsfw3w&feature=youtube_gdata_player CONCEPT: Indian brands have caught up in the domain of advertising. This has only been made possible by understanding the connection that emotions in advertisements have on consumers. Once again, India’s leading telecom provider has proved that no one understands emotions better. It has been observed in an AG Nielsen research on Indian consumers that emotion has the second highest impact on Indian consumers trailing humour. The latest Airtel ad comes in a time where women empowerment is one of the most discussed topics. The ad portrays an accomplished daughter of a middle class family who reside in the hills and believe that the winds from the sea never reach them. The plot turns when the daughter is accommodated at a 5 star hotel by the beach in Mumbai by her employer. The joy and pride that the parents feel bring tears to the viewer’s eye because it’s a hidden desire of every child to prove to their parents what they are capable of. Airtel was smart enough to capture this changing trend in India and capitalize on it with a tinge of emotion.

VERDICT: Catch According to Markathon, the advertisement is a Catch and has great potential to drive customers to Airtel stores.

The fact that the video has received about 4 lakh likes on Facebook in just a week is a proof that Airtel is the king of Indian telecom and is here to stay for a long long time. rytelling advertising to spread this message with a gush of feelings.

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By swati pamnani IIM Shillong PRODUCT: Cadbury 5 Star Chomp

YouTube Link: https://www.youtube.com/ watch?v=h0SDL5SXQy4

MISS

CONCEPT: The advertisement starts with a man hurrying into a lift. Suddenly, a ghost glides in and tries to scare the man. Instead of panicking, the man gets impressed and asks him how he managed to enter like this. Irritated ghost tells the man that he could do this because he is a ghost, but feels sad that no one is afraid of him. Saying this he starts weeping. The TVC moves with the man trying to console him by offering 5 Star Chomp.

Ghost eats every bite of the chocolate in such a nasty manner that it indeed threatens the man and he starts fainting. The film shows that the chocolate is full of peanuts, and a voice-over concludes saying “Faad ke khao”.

VERDICT: Miss The advertisers have tried to bring in some humor factor into the film, but couldn’t do complete justice on this front. The theme behind the commercial showed that the chocolate is tasty, but couldn’t relate it well with why it brings in the scary expressions of the ghost. The voiceover at the end tells the value proposition of the product, but fails to connect the taste differentiating factor, that is, presence of peanuts, with the “faad ke khao” tagline.

5 Star TVCs are usually laudable, but this one, even being a decent ad, fails to put up such an impact due to minor flaws.

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brand story

september 2014

Brand Story Nishant Prakash | IIM Shillong

“H

” for Hitler, “A” for Arrogant, “R” for Rascal, “I” for Idiot! Ring any bells? In a country where a major chunk of the population is just happy getting a job, Naukri. com was perhaps the first company to communicate to the Indian Jobseeker that Job Satisfaction is for real and not just a part of an urban western folklore – they had an option now, and the ad, in many ways, signalled that the brand Naukri.com had finally arrived.

Part of “Info Edge (India) Ltd.”, one of India’s most successful online classifieds conglomerates, Naukri.com was launched in the year 1997 with its parent company coming into existence 2 years ago. However, the story of brand “Naukri” starts a few years before all of this. Sanjeev Bikhchandani, the company’s founder, laid the foundations of Naukri way back in 1989-90. Fresh out of IIM Ahmedabad, he joined HMM (now GSK) and it was at his time at the company that he realised the need for a database of job opportunities in the market. To quote him from an interview with MoneyLIFE, “At that time Business India was the No.1 medium for appointment ads for managers. And people would openly talk about jobs that were available or slipping out of their hands. They discussed opportunities. Nobody was applying, nobody wanted to leave because they were in a comfortable MNC job with good brands, good pay packages etc., but they used to talk about it. From these conversations I figured that even if you are not looking for a job, you look at a job. You are constantly looking for a new benchmark and checking if you are missing out on anything.”

After quitting his job (even before completing 2 years at HMM) Mr. Bikhchandani set up two companies, one for salary surveys and the other a database of trademarks on which he and his partner performed searches - both operating from the servant’s quarter above his own garage. The humble beginnings and strong vision are further exemplified when you consider the scarcity of online information back then – most of the information that was going into their reports and searches back then was collected manually and then put up on a computer, with reports being generated using a software that he had developed.

In many ways, this story resonates throughout the history of Naukri.com; like the novel idea/s of its founder, the brand has stood the test of time and has come up with Industry firsts one after the other throughout its journey so far. Also, given the founder’s experience as a Brand Manager at a company as big as HMM explains a lot about Naukri’s (healthy) obsession

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with being a “complete” job search website. Apart from a strong dedicated sales force, the company invests heavily in product development, brand building and analytics to support its core functions. As per the company’s annual report, “Product development activities primarily include efforts to improve the customer experience” and we can imagine the kind of colossal efforts that would go into the kind of changes, both big and small, that have become a reality over the years - things like dedicated corporate micro-sites and the “careernavigator” off-shoot shows you how involved they are with the entire decision making process of their customers on both sides of their business.

However, their brand building activities are very selective and intermittent to say the least. What they do focus on is promotional positioning on the internet, print media and radio, supported by a major TV ad campaign overhaul once every 2-3 years. What they are also definitely good at is to communicate to an active jobseeker that the brand stands with them throughout the transition period of a job-change. A major accessory to the above is the company’s analytics division which not only helps understand the customer’s online behaviour in a better way to provide strategic insights but also provides key inputs for the entire product development team across the entire website.

As far as ad campaigns go, we all know about the legendary “Hari Sadu” advertisement from about a decade ago and how it firmly positioned the brand in the mind of the jobseekers. However, a peculiar aspect of this ad was the fact that the antagonist was a despicable “boss” representing the corporate recruiter – something that contradicts the fact that most of Naukri’s revenues are generated by selling its online database of jobseekers to the same recruiters it was ridiculing in the ad. However, given that the ad was a huge success and got even more people onto their website, we guess it was a win-win situation for both the parties involved.

The brand fiddled with the idea of Hari Sadu again in the year 2010 – fresh out of recession, the time was apt for making another mark in the now overly crowded jobseekers’ market and what better way than to remind them of Mr. Sadu again. Another one of our favourite series of Naukri ads aired a couple of years ago when the company was pushing its mobile based services, with the employees’ bosses in the ads finding witty and often outrageous ways to get rid of their mobile phones to prevent them from switching jobs. The humour element in all these ads subtly masks the deeply ingrained feelings of dissatisfaction with one’s job and boss often associated with the young corporate Indian, and the brand is a master at delivering the message – we just wish we would get to see more of Mr. Sadu in the future!

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1892 - Delicious refreshing drink, 1942 - Have a Coke, 1953 - The pause that refreshes, 1964 - First Colour TV Ad Refrigerator man, 1969 - Itâ&#x20AC;&#x2122;s the real thing. Coke, 1973 - Coke adds life, 1982 - Diet Coke, 1993 - Always Coca Cola, 2000 - Live on the coke side of life, 2005 - Coke Zero, 2009 Open Happiness, 2011 - Share a coke, 2013 - Reasons to believe campaign

1892 1969 1993 2000 1973 2013

2005 2009 1982 1953 2011

1942

1964

Match the campaigns with the years in which they have been launched to arrive at the complete Ad timeline of Coca-Cola.

How did Coke open happiness over the years?

Fun Corner

Malini Aishwarya Batchu IIM Shillong

fun corner

september 2014

updates

september december 2013 2014

By Amit Sonwani IIM Shillong

Brand Launch ITC to make a big splash in milk

Tobacco-to-hotels conglomerate, ITC, has finalised a blueprint for its own brand of ‘white revolution’. The company, which plans to become a pan-Indian dairy entity, is going to set up plants across six states - Bihar (the first plant will be commissioned in Munger this year), Uttar Pradesh (possibly in Saharanpur), Punjab (in Kapurthala), Maharashtra, Andhra Pradesh and Telangana.

Of the dairy products the company plans to launch by the end of this year, the first is expected to be ghee, which could be followed by milk powder.

Google launches android One Smartphones With Micromax, Karbonn, Spice Google has launched the first family of Android One phones in India, saying the move is part of a “larger initiative to bring high-quality smartphones to as many people as possible.”

The search giant announced the first Android One smartphones - the Karbonn Sparkle V, Micromax Canvas A1, and Spice Dream Uno - will be available at Snapdeal, Flipkart and Amazon respectively in India with physical retail store availability in early October. The price of the models has been set at Rs. 6399, Rs. 6,299 and Rs. 6,499 respectively.

Parle Products introduces 3 varieties of Simply Good digestive cookies Parle Products, one of India’s leading the biscuit and confectionery manufacturers, has launched the Simply Good range of biscuits. It has been created for health-conscious consumers. Simply Good digestive cookies are available in three varieties, namely Classic Digestive, Honey and Oats and Apple and Cinnamon. The packaging has been developed by Procreate Branding Solutions. Its design brings alive the brand message, Unveiling Simple Goodness. Parle Simply Good Digestive Biscuits are currently available across India in two pack sizes at price points of Rs. 20 and Rs.50.

Brand Watch Ratan Tata invests in Snapdeal and Bluestone.com Ratan Tata, 73, chairman emeritus of Tata Sons, the holding company of the $103 billion-in-revenues Tata conglomerate, with interests spanning steel, software, airlines and tea, has made a personal investment in leading Indian online retailer, Snapdeal. Snapdeal has just tied up with the Tata Conglomerate’s Tata Value Homes to sell affordable homes online, the first deal of its kind in India. This investment was followed up by A STRATEGIC INVESTMENT IN Bangalore based online jewelry company, Bluestone.com, which was also done by Mr. Tata in his personal capacity.

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updates

december 2013 september 2014 Jabong ups ante, to launch instant refunds for cash-on-delivery returns First, India’s fledgling ecommerce companies pioneered the concept of cashon-delivery (COD) to woo markets. Raising the bar higher up to suit the paying habits of Indians, Jabong.com is adding a new chapter to the COD process: its delivery person will come with wads of currency notes to instantly pay back customers whenever they want to return a packet. Gojavas has been testing its instant cash payment system called GoRupiah in Delhi for four months and now says it is ready to actually roll it out starting in the Capital.

Time up: HMT Watches to wind down after 53 years Time’s up for the iconic brand that was launched in 1961 as part of the government’s efforts to build a modern India. Like the Ambassador, another marquee brand of the licence-permit era, its clock has finally wound down. Saddled with losses for more than a decade, the government is set to shut down HMT Watches. But little has changed. During 2012-13, the ailing public sector company had losses of Rs 242 crore on revenues of Rs 11 crore.

Media Anuja Chauhan of ‘Yeh dil maange more’ fame back at JWT to pep up Pepsi campaigns Anuja Chauhan, who built a solid reputation in advertising (‘Yeh dil maange more’) before veering off into chick lit (‘The Zoya Factor’), is returning to J Walter Thompson India as creative consultant. She will be part of the Power of One (Po1) team that the ad agency is putting together to work on the PepsiCo contract, the first time that JWT will have a group of people solely dedicated to the promotion of one brand. Chauhan is returning to advertising at the behest of PepsiCo, having worked on several campaigns for the company, including ‘Mera number kab aayega’ and ‘Nothing official about it’, apart from the one cited above.

Tata Zest: Key in the Newspaper On August 26, Tata Motors came out with an innovation in the TOI editions for compact sedan brand Tata Zest. The brand released a four-page advertorial supplement with main paper and attached a 9 gm key packed in a small transparent packet with the advertorial. Advertorial included snippets of Zest’s coverage by different news organizations along with the pictures of the interiors of the car. The idea behind the activation was to create buzz and bring high footfall to the nearest dealerships. The creative for the innovation was designed by FCB Ulka while media buying and selling agency was Lodestar.

Ad Watch Nescafe’s It all starts connects with the netizens The latest commercial showing a stuttering comedian finding his way to success albeit facing difficulties. The ad went viral instantly with netizens being moved by the emotional connect but looking at the ad

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updates

december 2014 2013 september critically from the brand’s perspective, there is a dearth of associations which Nescafe makes in the ad. The one line which was said for Nescafe could have been replaced by any other brand and same result would have been same. Nescafe could have used the ad better.

Youtube link: https://www.youtube.com/watch?v=u1whG-9BjsQ

Coca-Cola: Shedding formalities Coca-Cola has added a new flavor to its spreading happiness campaign by removing formalities. The ad takes a dig at the tradition of hospitality offered to any guests in Indian homes by showing an elderly couple visiting their niece and asking her to spend time with them and have coke instead of formalities. The commercial fills the air with lightness and brings out the message of happiness and keeps up with legacy of Coke to bring out great ads .

Youtube link: https://www.youtube.com/watch?v=SMMnpbzfkJk

Hero ISL: Asking India to football The much talked about Indian Super League has rolled out its 1 min 40 second commercial asking India ‘Let’s football’. Seen as a medium which can bring football to Indian homes, ISL has tried to show the energy, vigour and the teamwork through the ad in which the people from all parts of the country come together to form a giant football.

Only thing lacking to us was the absence of the celebrity team owners, which would have helped the ad to go viral.

Youtube link: https://www.youtube.com/watch?v=7CPAV3-PM18

Articles are invited

“Best Article”: Shubham Badkur Jain | IIFT He receives a cash prize of Rs.1000 & a letter of appreciation We are inviting articles from all the B-schools of India. The articles can be absolutely anything related to the world of marketing but it should be an original work that is not published elsewhere. The articles can be specific to the regular sections of Markathon which includes: •Perspective: Articles related to development of latest trends in marketing arena.

•Productolysis: Analysis of a product from the point of view of marketing.

•Strategic Analysis: A complete analysis of marketing strategy of any company or an event.

Apart from above, out of the box views related to marketing are also welcome. The best entry will receive a letter of appreciation and a cash prize of Rs 1000/-. The format of the file should be MS Word doc/docx.

The last date of receiving all entries is 7th October, 2014. Please send your entries marked as <ARTICLE NAME>_<SENDERS’ NAME(S)>_<INSTITUTE> to markathon.iims@gmail.com.

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events - Ace 3.0

september 2014

Ace 3.0

Ever heard of the idea Less is More. ACE 3.0 is a challenge where one needs to think smart to convey as much as possible in just one single slide about a given personality and reposition him/her. How teams ACEd it this time.

Smriti Irani

Luis Suarez

Alok Nath

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We would love to hear from you: markathon.iims@gmail.com www.issuu.com/markathon

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Markathon, IIM Shillong