FROM THE EDITOR I am glad that the marketing club got the opportunity to use its monthly magazine as a platform for all the young marketing enthusiasts who are curious to let out their views on various topics. It gives me immense pleasure to write this message as Editor of this unique edition of the magazine. The theme of October’s edition revolves around certain marketing tactics that we see around us for example Meme marketing etc, taking a closer look to understand consumer’s purchasing decisions via Neuromarketing and a lot more. This edition has a lot under its umbrella, from doing a thorough analysis of various hidden inferences of marketing and consumer approaches to reinstating brands’ latest buzz. I extend my warmest gratitude to all the authors for their interest, enthusiasm, and well-documented submissions of excellent articles and participation in this magazine's building. I firmly believe that no matter how your magazine is delivered; either at your doorstep or to your computer, printed on glossy stock or on cheap tabloid paper, appearing on your iPad or your cell phone screen, it is still the work of an editorial team for a discerning audience, a beautiful and meaningful (we hope) package of ideas, words and images put together by a group of experts for its readers. While technology efficiently delivers new stories to our desktops, laptops, and mobile devices, magazines are all about context – how ideas and images are presented in relation to one another and spanning a broader perspective. We, the editors, will always strive to keep you engaged.
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CONTENTS 01 When Promotion becomes Product-80
03 Decoding the buyer’s brain-insights nto neuromarketing
09 Marketing Luxury Items -75
11 Buzzfeed
15 Meme marketing, a new keting language-helping or hurting your brand?
19 Marquing The Moments
When Promotion becomes Product-80 Daksh Kumar IIFT Kolkata
What is the First thing that comes to your mind when you hear the word “Marketing”? Is it Advertising Or is it Sales or Maybe your favourite Brand? I want to divert your attention towards a lesser interesting part of marketing that is Market Research. It is believed that a thorough Research is what that buttresses the Success of Marketing and is, therefore, necessary to achieve Marketing Success. Marketing campaigns are typically well-thought-out and based on predicting Customer Behaviour. While that might be true in the conventional sense, there have been some happy accidents in the field of marketing when marketers couldn’t predict Customer behaviour even the slightest. I present you a series of stories (which may or may not be true, I’ll let you be the judge of that) which demonstrate how in the pages of history, few brands’ opportunisms ended with them achieving accidental success. So, Strap in The Curious case of two Tyre Brothers Let’s start right at the beginning. It may seem obvious, but sometimes we forget that all adventures start off somewhere, and not always in the way we had imagined. This is a story of two brothers, Andre and Eduardo Michelin, who founded a Tyre Company in 1889 in Clermont-Ferrand, France. Clermont is an enriching place to explore in the region of French Alpen. At the time France’s Automotive industry was in full swing and motorists were ready to Travel the country roads Even though there were only 2200 cars in all of France and Gasoline had to be purchased at pharmacies. Determined to change the status of Vehicle from a Luxury or a Novelty to an actual mode of long-distance transportation, the company decided to release a publication, a country-wide guide for travelers that contains maps, tips to
change a flat tyre places to take a rest, and,most importantly a section for Establishments for eating and relaxing. hoping travelers would follow the guide and burn out their tyres and buy more. Cha-Ching!! Little did they know, the Guide Would do more than save their ailing business but would become as some say “The bible of all Dining Guides”. It became so popular that it compelled the brothers to start charging for it. Today, it is in 25 countries across four continents and still expanding, to tell you how relevant it still is in the minds of People, UK chef Andrew Wong compared getting a Michelin star to getting married, Moreover, Famous Celebrity Chef Gordon Ramsey Claimed to have wept when one of his restaurants couldn’t retain its two-star rating. A Clermont based blogger wrote, “Sometimes people make fun of Clermont-Ferrand by calling it tyre town but it’s more than that it’s a unique history and a success story, likes of which we just don’t see any more”. That was the story of a Publication that Made a Tyre Company the World’s Finest Dining Authority. The Bookseller who sold Empowerment We hate to admit it, but Entering the corporate world as a woman even today can prove tricky. Let’s rewind the clocks a bit, shall we? The year was 1886 that is 34 years before women had the right to vote and the idea of a woman making real income was unheard of. Back then, David McConnel, an unsuccessful traveling Salesman was selling books door to door for a publishing company. With very limited advertising channels available David used the common sales incentive and that was providing a Free Gift. The gift would be offered to the door-opener in exchange for the customer’s moment of time. A lot of
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home alone as their husbands were away to work. This Inspired McConnell to develop a women-centric gift in hopes of increasing his book sales. He then began offering strips of a page soaked in rose-scented perfume as a gift in exchange for their willingness to hear his book pitch. Sounds good, right? Not exactly. There was one problem - Women were getting more interested in free perfume samples than books McConnell was selling. The perfume soon became so popular that McConnell had to embrace his fate and ditch the book business to sell perfumes. He launched numerous fragrances under the California perfume company (the company changed its name to Avon after the birthplace of McConnell’s favorite playwright-Shakespear). McConnell realized that the best way to market his products to ladies was to hire ladies to sell them as women have a natural ability to network with other women. He decided to train a fleet of women salespeople and hence Avon-lady was born. Avon’s unique approach to selling cosmetics allowed the brand to stand out for over a century. In 1972 Avon sales reached an impressive 1 billion and Avon was one of the first cosmetics companies to have achieved this. Today Avon has become more than just a small New York-based perfume company to a multi-billion beauty giant empowering women around the globe at this very moment. The Tale of a Chewing Gum-ption There are two types of people in the world - people who are lucky and others who get Carsick on their first date. You decide which category our story protagonist lies. In 1891, a 29-year old William Wrigley Jr. came to Chicago from Philadelphia with 32 dollars in his pocket and an idea of selling Scouring Soaps in his mind. To provide a premium to his customers, he started offering Baking Powder as an incentive for his soap. After a little while, Wrigley found that the baking powder was more popular than his soap. Being the savvy businessman, he was. He shifted to selling Baking Powder and again as a promotional tool started giving out a free gift, this time gift was two packs of gum. Guess What? Once Again, the Chewing Gum became more popular than Baking Powder! What are the odds? quite low. In 1892, Wrigley’s launched
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company officially launched Juicy Fruit, it launched the Wrigley’s Spearmint gum that’s still in vending machines and on grocery store counters. In 1907 America’s bankers’ panic, Sales of Chewing gum, which was bought by the consumer impulsively, was getting slimmer. Wrigley saw this as an opportunity instead of a threat and Mortgaged everything he owned and bought nearly $2,50,000 worth of Advertising. It was as unexpected for the competitors as it was for the public as a result Wrigley’s Sales reached sky-high and Wrigley became a national name. In nearly three years, the company went from $ 1,70,000 in sales to north of $3 million. With over 110 years of success under its name, Wrigley Jr. Company is currently the largest chewing gum manufacturer in the world. Inference These ingenious strategies that turned out to be more than just marketing moves, goes on to speak volumes on how unpredictable yet exciting consumer behavior can turn out to be! Nonetheless, while designing a campaign or a strategy, marketers should keep an open mind to other aspects as well, rather than just focusing on driving revenue/traffic. Marketers need to look beyond just amping up their Profit and Loss statement. Ingenious marketing strategies tend to be game-changers in the way that their marketing strategy itself solves a problem! These three Stories only go to demonstrate that your Product matters. The end-user cares about the product they are receiving, doesn’t matter if it’s the main product or a freebie. Marketers should keep an eye not just forward but also sideways when it comes to formulating Marketing strategies. Sometimes it only takes a fluke for a mediocre to become successful, and fluke is one of the most common fish in the sea, so if you go fishing for fluke, chances are you are going to catch one.
Decoding the buyer’s brain-insights into neuromarketing Shriya Mehrotra Shri Ram College of Commerce A Brief Introduction 95% of our purchasing decisions are subconscious-says Harvard Professor Gerald Zaltman. No matter how rational and savvy we think we are, emotion is what drives our purchasing behaviour and decision-making in general. Comprehending consumers and their decisions is not an easy task especially when their needs, wishes and expectations are generated non-consciously and not even the consumer is able to verbalize them. Most times they don’t even know what they want! This is where Neuromarketing steps-in and offers a level of depth and insight which the traditional methodologies simply can’t access. The term ‘Neuromarketing’ was coined in 2002 by Dutch Marketing professor Ale Smidts although the applications of this field could be found as early as the 1990s. Before delving into Neuromarketing, it is imperative to know the experiment that gave impetus to this fascinating field.
You must have already heard about one of the most memorable marketing blunders ever– The 1985 ‘New Coke’ debacle - in which The Coca-Cola Company introduced a reformulated Coke that received severe backlash from the consumers as they demanded their Classic Coke back. The New Coke was introduced because Pepsi was outselling Coke in supermarkets. In fact, Pepsi claimed that on blind-tasting both Coke and Pepsi, the majority of consumers preferred Pepsi (this is famously known as the ‘Pepsi Challenge’). Hence, in order to regain market share, the New Coke was introduced. Well, in 2004 we understand the truth behind this incident. Unlike the ‘Pepsi Challenge’, this time the volunteers were told exactly what they were going to drink before taking a sip. It was no-longer a blindtaste test anymore. Suddenly, 75% of the volunteers preferred Coke over Pepsi!
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While drinking coke the emotional, memory and thinking part of the brain got triggered which was in sharp contrast to the pattern observed while drinking Pepsi. The experiment demonstrates what happens in our brain unconsciously when we think of a popular brand like Coca-Cola. It shows our thoughts, feelings and memories can unconsciously change our experience with a product. This experiment brought serious attention to the field of Neuromarketing. Neuromarketing is defined as “The science that studies the behavior of the consumer, by applying neuroscience knowledge and tools”. The two different types of neuromarketing are: theoretical neuromarketing and applied neuromarketing. When we apply neuroscience knowledge to the area of marketing, it is called theoretical neuromarketing (In some contexts, referred to as consumer neuroscience).
When we apply neuroscience research methods or tools such as fMRI, EEG, biosensors, Eye-tracking gaze, Eye-tracking pupillometry, facial coding etc. to carry out market research, it is called applied neuromarketing (in some contexts, referred to as “neuroresearch”). Applications of Neuromarketing #1 Importance of one focus-point in a commercial In neuromarketing advertising research, often brain activity is combined with eye-tracking data. In this way, we can see exactly where people look at and what reaction it produces in the brain. It is seen that there should be a clear focus point for viewers to look at in a commercial. When there are multiple focus points, our brain doesn’t like it and it’s confused as to where to look. It negatively impacts the approach motivation to make a purchase.
One clear Focus point (The hotspots on the heatmaps tell us what people looked at the most. Warmer hues indicate more eyes looked at that spot.)
Multiple Focus Points There is a dip in the approach motivation. Therefore, avoid multiple focus points in commercials. Make sure people know where to look at!
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#2 Tracking Eye Gaze in advertisements Baby faces are popular among consumers. The heatmap of the below image shows us that everyone saw the baby’s face. Unfortunately, this cannibalized the content where the advertisement was all about.
But what if the baby looks at the content? Voilà your customer’s attention is where you want it to be!
#3 Revealing hidden responses While testing a new ad, Cheetos used focus groups and EEG to evaluate consumer response. In this ad, a woman played a prank on her friend by filling her white load of laundry with orange Cheetos. Focus Groups reported a dislike for the ad, however when an EEG study was conducted with the same group it revealed that they really liked it. Participants were afraid to voice the fact they found the ad humorous in case other members thought they were mean. This study shows neuromarketing can reveal hidden thoughts and preferences.
#4 Efficient product design and packaging Video game designers use reward and punishment system in order to make games engaging. By increasing the reward presented by the game, the action may also increase the levels of dopamine within the brain which can increase the attachment to keep playing. Advertisers have always known that it’s not always what’s on the inside that counts, we all are guilty of being drawn to particularly striking or attractive packaging. Brands such as Frito-Lay have used neuroimaging to reimagine their packaging. In various experiments, customers were shown packaging with their responses recorded as positive, negative or neutral. In addition, they were interviewed extensively on the color, text and imagery of the packaging.
#5 Prototype Testing The design of products can be instrumental. In a famous neuromarketing case, Hyundai used EEG to test their prototypes. They recorded brain activity in response to different design features and examined which kind of stimulation was most likely to result in buying.
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A slight notable change in the speed of Amazon’s website increased their sales by over 1.7 billion dollars! A perfect example of a better customer experience translating into a stronger bottom-line. #7Invisible social influence We strongly believe that if more people want a product then it must be good and a valuable one. Decisions create uncertainty and we feel safer by decisions made by the crowd. Amazon understands this natural bias and leverages customer ratings & reviews to drive sales. Google has been A/B Testing link colors. Google has famously tested close to 50 shades of blue. One particular shade of blue increased Google’s annual revenue by 200 million dollars!
An even more interesting example is of an energy company in Minnesota, printing a tiny emoticon on the energy bills to tell customers about their energy consumption. A happy face meant lower energy consumption than the neighbours and sad face meant a higher consumption. This tiny emoticon could reduce energy consumption by 3% which is enough to power all homes in Minnesota!
#6 Detecting consumer trends (Need for speed) While companies usually seek to portray a sense of safety and security, speed and efficiency may be what customers are after. PayPal uncovered this by conducting a study which found that the promise of convenience activated the brain more than security. By emphasizing their speedy payment system, they converted more shoppers to their online payment service.
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Why is 50% discount so effective?
#8 Subtle rewards to influence customers Rewarding customers is a great way to keep them coming back. Ever saw a company congratulating you with a checkmark or even exclaiming ‘great choice’ after putting an item in your basket?
Answer: Loss Aversion Bias. It means the pain of losing is more powerful than the pain of gaining. The loss aversion ratio is 2.3. To put it into perspective, suppose I offer you a product worth 2.3 dollars. Because of the loss aversion bias, the pain you’ll feel to open your wallet and give me 2.3 dollars is such that you’re expecting to receive more value than you would normally expect. If the product is worth 2.3 dollars, your brain is telling you to expend only 1 dollar. This explains why 50% discount is so effective. (It is the flip-side of 2.3). You receive more value by expending less money! This also explains why selling something is so hard. Your customer is always expecting to receive value 2.3 times the amount paid.
#9 Setting the right price We are all aware that pricing something at $9.99 instead of $10 is a pricing strategy, but does it always work? An array of new findings tells us that rounded figures are likely to work alongside emotional decision making, while seemingly complex figures work better when the logical brain is involved. This is because complex figures make the brain work harder, perhaps convincing it that the complexly priced product is the more logical decision.
#10 predicting the future Neuromarketing has made use of fMRI to compare advertising campaigns before releasing them to the general public. In an experiment, three different ads for the National Cancer Institute’s telephone hotline were shown to participants. The ad campaign that evoked the highest amount of brain activity in a particular region, led to significantly higher calls to the hotline. This approach helps to identify ad campaigns that will genuinely engage the public. Two marketing researchers from Rotterdam made subjects view some trailers of movies while hooked onto an EEG headset. They were asked about their preference regarding the movies based on the trailers shown. Both the EEG data and the self-report data predicted their individual movie choice equally well. The amusing fact here is that when looked at the box office results, only the EEG data of these subjects could actually predict the success of the movie.
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Future of Neuromarketing Marketing is becoming more human; It is pivotal to connect with the emotions and values of your customers. A holistic vision of the human being is necessary and is only achieved by integrating neuromarketing techniques with other complementary research techniques that will ultimately lead to better consumer decision making. What’s already happening is monumental enough. Neuromarketing might become a mainstream service with more automation, accurate sensors & practical knowledge and better standardization of the methodologies and hopefully with less sensationalism & theoretical discussions. “Consumer neuroscience’s much-improved diagnostics capabilities are rapidly making it an essential part of the creative process. Does it mean that we have all the answers now? Of course not. Human beings are complex. No single technology has a monopoly on the truth.” -Nikki Westoby, Director of Neuroscience at Nielsen Consumer Neuroscience
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Marketing Luxury Items -75 Marketing refers to activities undertaken by any company to communicate with the customers and consumers, to create value, to satisfy their needs and wants, to promote the buying or selling of a product or service. Marketing further includes advertising, branding, market research, new product development, selling, and delivering products to consumers or other businesses. Product, price, place, and promotion are the Four Ps of marketing popularized by the Neil Borden in the 1950s. The Four Ps collectively addresses the critical and essential issues require to plan or execute the different strategies for a product or service by any company. Luxury goods are the category of goods that are not very essential to satisfy the basic needs of the consumers but are purchased due to the desires, status quo, and to reflect the association with prosperity. They are bought for several other reasons: to support self-worth and self-esteem, or for the product’s quality and craftsmanship. A luxury good is a commodity that consumers demand more disproportionately as their incomes increase. As per the Maslow’s hierarchy of needs which is a motivational theory in psychology and states that every person is capable and has the desire to move up the hierarchy toward a level of self-actualization. The luxury and premium segment products fall into the category of the esteem needs and self-actualization where most of the economically priced products are covered under the physiological needs of living beings. Burberry, Cartier, Chanel, Fendi, Gucci, Hennessy, Hermès, Moët & Chandon, Rolex, & Louis Vuitton are the few examples of the leading companies’ deals into luxury goods.
Parul Mehta MDI,Gurgaon Rarity, Excellence, Expensiveness, Timelessness, Honest, Tailored, Pleasurable and Experience are few attributes of the premium and luxury products. The demand for premium and Luxury goods is very sensitive to change in consumer income level because they have a high-income elasticity of demand. The greater is the elasticity in the demand, the greater the consumer response following a change in their income. Usually, the luxury products are launched with the exclusive channels of the company as per the budget allocated. But due to the change in the market structure and emerging of the large scale shopping Malls, the companies are occupying space in the retail sections to get better attention of the target audience. So, due to this, these companies like Apple, and ZARA, still prefer to sell luxury product through exclusive channels but the companies like Longines and Longevity selling their premium watches through Omni-channels. The internet and e-commerce era has actually diluted the brick-Motar distribution channels. Most of the Luxury products with limited edition are now launched on their company website with special coupons to make customers feel special. The companies who actually deals into the premium and luxury product segments, it is not only difficult for them to acquire the new customers but also difficult to retain the customers. The present surplus options in the market, the competition, sales promotion, discounts, and imitated products usually affect the point of purchase decision of any customer.
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In fact the marketing plans of premium and luxury products are designed in a different way and with heavy budgets as compared to the economically priced products. Every aspect of the market plan for premium and luxury product segment is operationalised and outlined to outreach the target market. The Marketing of Luxury items is very sensitive to the crisis raised in the market. So it is really important to channelize the communication pattern of the brand and related luxury product line. The customers are attached to the luxury brand as they want their personality and persona to be recognized with the brand. Marketing, branding and corporate reputation of the luxury products are not something that can be readily controlled by Managers or their companies,
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but it is definitely should be in their command and attention. Sometimes, the perception related to luxury items resulted into the Price Quality Syndromes wherein the consumers are willing to pay more for premium and Luxury products with certain specific features and they want to be delivered by businesses with a good reputation. But any small change, decrease or discounts in the price of the premium and Luxury segment products is negatively perceived by the consumers. The consequences are the loss of customers, product value and prestige of the company. At last, the present consumer is well aware of the market and related trends. Subsequently, it is very difficult of the Multi-National Companies to enter into the new markets or sustain their present market share in the premium and luxury product segment.
#BUZZFEED #BUZZFEED
Harley-Hero Tie-Up India's biggest two wheeler maker, Hero Motocorp and US bike giant Harley-Davidson have come together to sell in the domestic market. Hero MotoCorp will sell and service Harley-Davidson motorcycles, and sell parts and accessories and general merchandise riding gear and apparel through a network of brand-exclusive Harley-Davidson dealers and Hero’s existing dealership network in India. This news came after the exit of the US giant from India due to lack of demand.
Zomato offers Rs. 25 lakh for The probable reasons include the increasing congestion in the cities that consumer created ad fierce competition, and lack reduce the need to drive a luxury two wheeler,
of local partners. Theturn partnership will allow theconInZomato is proof that they can criticism intowith a superHarley-Davidson innovative marketing campaign. After sumers. consumers expressed growing boredom with Zomato’s monotonous and dianAfter two-wheeler brand their to break into the mid-capacity segment.YouTube Therefore, TV ads, some users took to social media to criticize Zomato’s butter chicken ad. However, Zoamto a collaboration with Harley-Davidson could help Hero MotoCorp establish seems to have played its cards well by coming up with a smart idea to help it come up with fun cama foothold in the motorcycle segment. paigns while engaging withpremium their customers. The firm went all out, proclaiming that the ads do suck. So now, it has opened the floor for creative Similarly, the collaboration with Hero MotoCorp will help Harley-Davidideas from customers. What was commendable was that, apart from the novel idea, they also shared towith make affordable motorcycles in India. theson feeling theirrelatively customers that made themand win low manycapacity hearts.
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#BUZZFEED
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#BUZZFEED Social Conservatism Leading Indian jewellery brand Tanishq, caught the eye of people after it released an advertisement in October 2020, that didn’t go down well with the Hindu conservatives of the society. The ad faced major backlash which drew a negative attention regarding sexism, jihad and a lot more sensitive issues, eventually leading to the taking down of the ad by Tanishq.
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#BUZZFEED A campaign named #BoycottTanishq gained momentum on the social media and Tanishq was pragmatic enough to take down the advertisement and apologize, giving out the actual message that they wanted to convey. The Muslim in laws are putting together a baby shower for their Hindu daughter in law. It promotes Tanishq’s new line called “Ekatvam”, which means “unity” in Hindi. A story line that seems so apt for these times. A positive side of the ad could be the promotion of tolerance and acceptance, something that the Modern India stands for.
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Meme marketing: A new marketing language-helping or hurting your brand? Abhipsha Kar Xavier School of Human Resource Management traditional methods. One of the best advantages of memes is that they are easy to make. With plenty of free online meme creators available, it’s easier for the brands to create a whole range of memes for advertisements that have a great chance to go viral. Not only does it greatly enhance brand exposure, but it can also drive a huge swarm of traffic to the website.
A meme (not me me) is a concept, joke, or catchphrase that takes the format of an image, videos, or just text and they have become one of the hottest communication trends for millennials because technology has made it easy to share them. You don’t need to call someone to see it. You just need to tap the share button. Memes are funny and convey ideas more succinctly than lots of words. Do you know that the average person spends nearly 2 hours every day on social media? According to the 2019 global digital report every day the number of social media users increases. Every second, 11 billion people use social media for the first time. Today in 2020 almost 3.8 million people are active on social media, which is more than 50% of the world’s population, and no matter what social media you use you can’t ignore the billions of memes that are posted every day. When it comes to marketing, there are plenty of benefits of memes as they allow the brands to connect with their target audiences in a much better way than
Here are some most successful meme marketing examples If you haven’t yet seen Netflix’s adaptation of the book Bird Box, starring Sandra Bullock, then now is the perfect time for you to watch that. Netflix revealed that 45,037,125 accounts had watched the film in its first week and maybe it was possible because of the memes that were made afterward? Or were the memes just made before that by Netflix, to drum up buzz?
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The specific marketing campaign that Gucci The best way to make a movie famous is to have peo- launched was #TWFGucci campaign, where it hired ple talking about it. Earlier this was done by word-of- artists to take memes and adapt them to the Gucci mouth technique. In the world of technology, buildwatches that were being promoted. Being a luxury ing buzz is the key. In fact, Some suggest that Netflix retailer, it broke the tradition of using a polished and used a heavy seeding to have their Bird Box related professional way to market its product. On the one meme go viral. hand, there were a lot of people who supported it, saying it was a creative approach. On the other, some Or let’s just talk about our much favorite web series decried it as Gucci taking over internet culture, but Sacred Games. Netflix India used memes to create a the fact is the campaign sent waves and that was the buzz before launching its season 2. The web series is intended outcome, wasn’t it? While talking about mevery popular so are the memes based on it. mes how can we even ignore Zomato? Zomato has
Another such successful example can be Luxury fashion brand Gucci that has played the right strategy by referencing the world of memes in a campaign to promote its watches.
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the best Twitter account and social media strategy as far as meme marketing is concerned. It’s well known for its amusing posts to cover the audience and it has always been in the receiving end of social media.
Denny’s social media was like the establisher of marketing memes, but sometimes their jokes go to the pits of despair. Take this meme for example, which doesn’t look like it can be used for any sort of promotional activity. It made the followers question the creativity of the social media manager.
But Memes can be hit and miss. Here is why? It’s important to acknowledge the potential pitfalls before following the trend because creating a meme might make a huge splash or die a death within two days and leave the brand looking embarrassed. Who doesn’t know McDonald’s? McDonald’s has a large social media presence divided by different geographical locations. In 2015 McDonalds UK used the wrong meme format and ended up embarrassing themselves in front of 200k followers. Memes are so popular because of their shareable form of content. And as earlier Gucci’s example demonstrated, they can further portray a brand’s humorous and quirky side. The best way for the brands can be not to go cringe-worthy or to post offensive ads. Meme marketing is a great way to promote a business as long as you know the right strategy.
It was based on the “say no more fam” barber meme, but In the original meme, it had a funny haircut and a picture or character of what it resembles. However, in McDonald’s meme, it doesn’t show any haircut or anything of that sort, leaving users a bit demented.
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Marque - The Marketing club, IIM Rohtak
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MARQUE - THE MARKETING CLUB INDIAN INSTITUTE OF MANAGEMENT ROHTAK
marketingclub@iimrohtak.ac.in
DISCLAIMER: The views and opinions expressed in this magazine are those of the author and do not necessarily reflect the opinion of the stake holders of IIM Rohtak EDITOR : Hassan Ahmed DESIGN : Divya Yadav FOLLOW US ON :