MARQUE THE MARKETING CLUB OF IIM ROHTAK EDITION 50 SEPTEMBER 22
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.
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 package of ideas, words and images put together by a group of experts for its Whilereaders.technology
I am delighted that the marketing club has been given the chance to use its monthly publication as a forum for all young marketing enthusiasts who want to express their opinions on a variety of themes. It brings me great pleasure to write this letter as Editor of this one-of-a-kind issue of the magazine.
FROM THE EDITOR
The theme of September's edition revolves around green marketing, neuro-marketing, socio-cultural angles in advertising, and much more.
Welcome to the very special edition of Marque magazine.
GreenCONTENTSMarketing:AVisionary Step Towards Sustainable Development Neuromarketing: Legally right, Ethically wrong How Brands Listen to CusBuzzfeedtom(err)s211713090501 Social & Cultural Sensitivity In Modern MarquingAdvertisementsTheMoments
Green Product - The first P-Product forms a crucial aspect for businesses, to redesign products in an environment friendly manner becomes the foremost problem at hand for businesses that are paving their way towards sustainability. Under the product umbrella there lies an array of amendments brands are practicing in order to call themselves “Green”, such as manufacturing process of the product, here the main focus lies upon “What goes into the product?” The constituents of the products must be clean and green, the technology used in manufacturing the product should be environmentally sound. The main challenge company’s face is manufacturing low-cost biodegradable products, since plastic is a cheap substitute for metals, and other fibers that are environment friendly, companies tend to opt for it to lower the manufacturing cost. But the real argument
Author: Piyali Chatterjee Great Lakes Institute of Management, Gurgaon
Green Marketing: A Means To Sustainable GreenDevelopmentMarketing
focus on customers.areeco-friendlyincorporatinginitiativesbeenfavoredbytheGreenMarketing
doesn’t confine itself to advertising by brands but it also includes usage of sustainable business practices, manufacturing products that are cruelty free and distribution of products to its end customers causing minimum impact on the environment.
Redefined 4 P’s of Marketing
Sustainability/Sustainable Development: Need Of The WhatHourifyou
were to imagine an earth where human beings fight even for the most basic resources of survival? Where there is scarcity of food and water? Where we are left with no cities and infrastructure? If this thought disturbs you, we as a society need to re-think our practices as inhabitants of this planet. The United Nations, according to a recent study anticipates that Climate Change is not merely an environmental problem but a threat to Global Security, experts across countries consider Climate Change to be a much acute threat to as of a terror attack and this is why the word “Sustainability” is of utmost importance in the present times, it screams for our attention, more than ever before.
Green Marketing: A Visionary Step Towards Sustainable Development
1
is a marketing practice used to advertise products that are environment conscious, sustainable and not detrimental to the planet. The term “Green Marketing” is observed to gain traction due to its extensive usage by businesses. Customers today have become more conscious of their buying decisions; with an ocean of information and product options it is been observed that business who lay
cars.Green
- In marketing, the promotional mix describes a blend of marketing approaches chosen by marketers to help a firm reach its goals. In light of green marketing, it refers to a brand’s effort in an attempt to influence consumers to shift to sustainable and environment friendly products, shape, persuade the buying behavior of consumers as well as help brands creating a positive brand image.
Brands that have been actively green promoting are numerous in number, such as Global Fashion retail giant- H&M as well as brands like IKEA have placed sustainability as their top priority.
This significantly lowers the cost for customers to actually visit a market, choose a store, and then buy the product. The internet truly qualifies as a green space because it provides customers with unmatched comfort while saving manufacturers money on commissions and other fees paid to various
Greenmiddlemen.Promotion
To combat the issue of pricing Leaders in the consumer business need to probably drive the innovation that helps bridge the cost gap in the upcoming decade. Maybe we're already seeing this play out with products like solar panels and electric
2is,
Green Price - The sum that a customer spends to buy a product is referred to as the price. The issue of how businesses can ensure green marketing while pricing their products arises when it comes to pricing, it is known that sustainable products are costlier as compared to conventional counterparts but this is sabotaging the efforts to preach and produce sustainable products. High income customers are more likely to ignore the expensive price tags but for price sensitive costumers they face choices between what’s sustainable for the environment and what’s sustainable for their wallets. The proportion of consumers who reported a recent purchase of sustainably produced good or service decreased in more than a dozen countries between September 2021 and March 2022 by a wide margin. The top reason given was price.
Place- Place is commonly referred to as the distribution network or channel. Any physical store or online store is acceptable as a Place. In that sense, a "green place" is anything that makes buying and selling products easier for consumers and manufacturers, respectively. A lot of businesses are starting to sell their goods online and the practice of selling online has increased manifold in the PostCovid World.
are brands not overcoming these challenges for a greater good? They are and popular brands like, Juicy Chemistry- an Indian skincare brand is committed to cater to its customers by incorporating 100% organic practices from manufacturing to delivery with the aim of becoming plastic neutral, where plastic goes to recycle bins and not end up in our precious oceans and landfills. Packaging and Quality of the product also are important factors that influence customer purchase decisions. Packaging has been acting as a catalyst in raising the product’s value and giant players like Amazon have been striving towards delivering products safely & sustainably. They have made investments since 2015 in products, techniques, and technologies that have shrunk the weight of packaging per shipment by 38% and omitted more than 1.5 million tons of packaging.
The Green Customer
There has never been a better time for businesses to enter into sustainable offerings, customers are increasingly embracing brands that create an impact, are purpose-driven and committed towards the well-being of the planet, such customers are being popularly referred to a “Green Customer”. Consumer habits are changing for the better among people of all ages. However, generational analysis reveals significant differences in levels of engagement between age groups, often not in the ways you might
and3
Basedanticipate.on
Greenwashing is a form of advertising or promotion of products by brands in a manner which is deceptive. Brands create a false image of their brand by portraying themselves as ‘Green’.
Greenwashing: Downside Of Green Marketing
a recent survey, it can be observed that unexpectedly, younger Millennials are the most involved in environmental issues, while Gen Z is least interested in them. On the other hand, Gen Z values ethical brands more. Pre-Boomers are the least interested in sustainability issues out of all age groups, followed by older Millennials, Gen X, and Baby Boomers, who represent the full range of the population from 31 to 74. However, as per the consumer trends 2020 data, in the bigger picture, a major chunk of consumers is in the pursuit of shifting to adopting a sustainable lifestyle. The positivity in consumer sentiments about a sustainable lifestyle provides a golden opportunity for brands to exploit and make their consumers aware about their sustainable product offerings thereby gaining a competitive advantage in the market.
Greenwashing essentially is a means to capitalize on the growing demand of sustainable products
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Should we emphasize and practice green marketing given the alarmingly accelerating rate of impact of global climate change and the harmful effects it poses on environmental health? To answer this, we should have started yesterday. As custodians of the earth, it is our primary responsibility to safeguard its essence and save the future generations from being exposed to the climate risks. The first step towards making this planet a healthier one is to realize the
Some brands that captured limelight due to greenwashing. For instance, Volkswagen because of installing "defect" devices in a variety of vehicles that could detect when they were undergoing an emissions test and change their behavior to lower their emissions level. Another being the most celebrated soft-drinks brand Coca-Cola, by fraudulently claiming to be environmentally friendly and sustainable despite being the world's biggest polluter of plastic.
#BrandsThatInspire
make profits by falsifying information. Products that have been "greenwashed" may give consumers the impression that they are healthier, more natural, or chemical-free than rival brands.
What Does The Future Hold?
urgency of the matter and to act NOW!
Businesses today are researching how the human brain works to encourage consumers to keep buying more things. The term for this is neuromarketing. “It’s like marketing on steroids.”
We believe that we are in charge, the ones who make the judgments, and we approach these situations quite logically. But multiple studies demonstrate that we are highly illogical and that, usually speaking, we are not much aware of the elements that ultimately
Neuromarketing: Legally right, Ethically wrong
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The good news is that we are not mindless zombie shoppers. However, many of our choices are subconscious, which is where neuromarketing comes into play. Businesses are attempting to learn more about how our brains function to determine our true desires.
Around a century ago, western businesses faced a challenge: consumers had all they needed. So companies came up with a brilliant plan: convince customers they need MORE products! Even items they did not know they required.
So, how does marketing operate in general? I'll be asked, "Do you want an apple or a chocolate bar?" And I would reply, "Of course, I want the apple." But… is the apple really what I want?
College name of this participant?
that everything was just a lie that he cooked up.
AyushiAuthor:Mishra
In the 1950s, a cunning marketer stunned the globe with a startling experiment. Messages reading "Drink Coca-Cola" and "Eat Popcorn" briefly appeared on a movie theatre screen, barely noticeable to the audience. He asserted that as a result, customers rushed to the counters to buy Coke and popcorn. If this tale seems too unbelievable to be accurate, that's because it is. Fortunately, we're not THAT susceptible to brainwashing. Now it's well known
Four: They cover subtle prods in plain sight
There are two different ways that our brains think. The first system is quick, automatic, and unconscious. The second requires a great deal of effort but is purposeful and conscious.
Here are some strategies used by businesses to do
Two: They inform us of the appropriate pricing
Most individuals lack a true sense of price; we don't realize how much wine should cost or what the right price should be. People form their perceptions of the price range from experience rather than knowledge or facts. The retailer will be happy to turn the brain into fantasy by setting a $50 bottle next to a $15 bottle. Therefore, our brain perceives $15 as an excellent deal.
or even determine the various behaviors and pathways that we choose. We don't always know what we desire in light of this. Our brain, however, is Totruthful.better
They exhaust us
The first system comes into play when you are asked your name, to which you can quickly respond. But if you are asked to find 23 times 48, your brain uses the system. 2. This calls for work.
understand what is happening within our brains, neuro marketers have included a variety of technology in their marketing research. Electroencephalograms and functional magnetic resonance imaging are used to monitor brain activities. Eye tracking is used to see where we focus our attention. Skin conductance and heart rate demonstrate what we find intriguing.
Our brains are incredibly complicated, for better or worse. Neuroscience enables marketers to access emotional components that may not be entirely conscious and provide additional information about some factors that may also influence people's experiences and decisions.
These studies are increasingly funded by firms, most of which operate secretly. Through the use of neuroscience, psychology, and behavioral economics, they get a decent understanding of what motivates them. They utilize this understanding to persuade us to purchase more of their products.
One:this.
Now think of when you go grocery shopping. You have a limited amount of time to navigate the various aisles and make a lot of decisions. You're exhausted when you finally reach the checkout counter. In that situation, you are most vulnerable to buying candies near the checkout counter. You also might not consider getting rid of the stuff you don't want. Wearing you down is one technique to get you to use system 2 of the brain.
Shopping centers make use of the same. They are perplexing, taxing, and overpowering. As a result, we are more likely to spend money on things we may not even need.
6influence
For instance, Cheetos "asked" customers what they thought of the brand. Many claimed it to be somewhat of a kid's snack. However, scientists discovered that people enjoyed getting their fingers filthy with the orange dust the Cheetos covered when scientists examined their brains. The maker of Cheetos, FritoLay, used these points as the basis for an extensive advertising campaign. It was a big success.
We don't get to wallow in that pure joy for a long time once we've had the experience we sought. This emotion does not last long, which is suitable for brands. Brands constantly put us on the "hedonic treadmill" because pleasure is transient. Example: You purchase an iPhone 8. It's a brand new physical design you like, and then 12 months later, the 8S is released. Whatever pleasure you achieved from purchasing the iPhone has vanished, ergo, seeking the next fun.
Three: Our brain is always looking for pleasure
It'ssucceed?not
Subliminal marketing messages, or anything we can't consciously notice (like in the cinema story from the beginning), are forbidden in most nations.
The Coca-Cola cans’ "smile" compliments the brand image of being jolly.
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'Primers' is the term for these kinds of subtly hinting. Priming is taught in business schools as a form of mechanism individuals should be aware of because it's simple to use, even if it's debatable whether it works or not. If you're attempting to sell something, why not give it a shot on the remote chance it will
But few businesses decided to conceal them, like with this KFC commercial. The $1 hamburger has an actual dollar bill photo-shopped into it.
advertisements, giving the impression that the watch is smiling at you.
The time is always set to 10 past 10 in watch
just visual cues that can do this. An experiment revealed that clients purchase more French wine when a wine shop plays French music;
German music is playing, they buy more. Companies have much of this information hidden in their archives, and keeping it private is in their best interests. But it would not be brilliant of us to assume that this isn't a component of the experiential design businesses are developing to engage us better.
if8
Are we ultimately just mindless consumers who accept anything that businesses offer, or do we have a choice? Between completely unconscious behavior and total control lies a "grey" area. The most crucial factor in determining whether or not you decide to invest money, time, or other resources in something is whether or not you like it. We influence consumers based on how well-informed and considerate our decisions are (or how highly spontaneous and lacking in detail they are).
Neuromarketing is a very effective tactic. It provides businesses access to our subconscious minds, which we aren't even aware they have access to. But even just being aware of that and understanding how the brain functions, WE can improve our decisionmaking.
This is a screenshot from a YouTube video from the official channel of Domino’s Pizza, talking about the franchise’s turnaround. How did they do it? Focus group discussions and facing criticism head-on (literally in this case). These phrases were put in their kitchen.
In everything that humans create, they leave behind the basic blueprint of, well, humanity. Error correction, for one, is in our genes, and it is what we pass on to the things we create: computers, robots, AI, cooking, organizations, and brands. Therefore, Starbucks's evolution lies not in its expansion to other areas but in how it failed in Australia because of sheer overconfidence and lack of indigenous
SiyaAuthor:Gupta Shaheed Sukhdev College of Business Studies
How Brands Listen to Custom(err)s
was received better in ThItaly.erelationship
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Because to err is human and to custom(err) is brand.
between customers and brands may seem transactional, but it lives and breathes like the one you might have with your significant other. If the other is tired of your 'whining' or if, in turn, you're the bored one, it would be easier for the romance to Understandingfail.
integration with its culture. However, it learned and
the psychology of consumer relations is like the boosts of racing games. They put you ahead of the lot, temporarily. In the book ‘Ogilvy on Advertising’, the author talks about how white ink on black does not get as much readership as black-on-white background advertisements. This was proven by statistics showing that brands do not only listen to what the customers have to 'say.' Every action or inaction speaks for itself, and the brand needs the ears/eyes for it. Previously collected data, running trials on all the fathomable permutations and combinations, and hosting sample experiments
The pandemic is another exciting experiment with no paucity of weird and unpredictable human behavior. The trend of baking bread to the exponential rise of pet keeping is something no one could have seen coming. About 38% of people tried new brands during the pandemic. However, the big and trusted brands truly gained scale in the US. Trust and values are the basis that forms profit. The domino effect amongst consumers concerning availability, value and purpose are under-recognized. (Grimmelt, 2021) Customers do hold much power. Whether it be a shift in trend, an unsatisfactory product fit, or a timely response to grievances, everything holds weightage in what is the annual examination of brands. Research posted by StatusBrew revealed that more than 39% of customers on Twitter expect a response from the relevant organization in an hour or less.
are part of the game. It is no less science. Mixing one chemical with another may create the smell of rotting eggs or perfume under the right conditions. Surprising revelations are obtained with the help of these trials. Take, for instance, the Lipstick Indicator. A downturn in the economy leads to a rise in the sale of lipsticks. Why? Because cosmetics are considered affordable luxuries, people feel good about themselves. It is not easy to predict consumer behavior, so the obvious conclusion that consumers are hedonistic makes much less sense.
Evolution changes everything. Getting with the times is everything. If I were to invite a huntergatherer to New Delhi and ask them to survive for a day, chances are that they might not. Brands, too, are like this. The names we often hear today were not listed on the stock market 50 years back, and people who will make the future brands are probably
Take as Exhibit A, this picture:
10Source:
Greenbiz; consumers' awareness and the need to do something about climate change have peaked in recent years. The #GetOutinFront is another Deloitte report that points to rising importance attributed to social issues in the wake of the pandemic. (Hutcheon, 2021)
Source: Self-clicked; Scenes from my kitchen where the family shifted to ‘organic’ as opposed to local or even the well-known brands of Tata and others.
For example, a well-known liquor company
Take, for instance, climate change. A 32% rise was observed in consumers willing to pay extra for environmentally conscious brands from 2013-2015. This trend has only gained strength.
Consumers were wrapped around Nike's finger after their #MovestoZero campaign. It received much love after it announced using recycled materials in 3/4ths of its products, apart from Nike Grind, a channel via
To cater to the economic spectrum of customers, HUL put out Nestle and Bru as their coffee products. This is an example of what innovative marketing is. This is an example of listening to customers and catering to their needs. That is how responding Thworks.ecycle
sells11
The concept of price discrimination comes into play here, especially in the third degree. Division of consumers based on age, income, occupation, gender, and race gives businesses an edge.
sitting in classrooms, scribbling on a piece of paper. People make brands, change brands, improve brands and put exhilaration into what is competition.
of knowing customers, collecting feedback, and acting on it has been mastered by many organizations, much like how KFC entered the Indian market and realized that the overflow of days reserved for gods hinders the populace from eating non-veg foods.
which consumers can donate old shoes. (NetBase Quid, 2020). Other examples are Nescafe’s paper straw shift from plastic straws and Myntra’s paper packaging as opposed to the previous plastic wrap.
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a bottle of vodka at $16, calling it 'Three Star Golden Crown.' The same bottle rebranded as 'Old Sloshbucket' is sold for $8 to a completely different set of consumers. (Robert S Pindyck, 2013). This sprawled approach gives the entity access to all sections of the market. The brand listens and then responds.
The list of tabs that I finished with looked scary, to say the least, but something that might make sense:
And finally, Exhibit C
Performax,#BUZZFEEDanactivewearbrandfromRelianceRetailsignedIndian
The firm went all out, proclaiming that the ads do suck. So now, it has opened the floor for creative ideas from customers. What was commendable was that, apart from the novel idea, they also shared the feeling with their customers that made them win many hearts.
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Zomato offers Rs. 25 lakh for consumer created ad
The brand sells its products through 1000+ stores in 330+ cities and also exclusively through Ajio and Reliance trends in the online channel. Performax, established in 2015, has also partnered with sports teams like Mumbai Indians in the IPL, Chennayin FC in ISL, and Jaipur Pink Panthers in PKL.
Bumrah Joins Performax as a brand ambassador
#BUZZFEED
cricketer Jasprit Bumrah as the brand ambassador. The announcement was made through a press release by the CEO of Reliance Retail, Akhilesh Prasad. Akhilesh also pointed out how the “initiative is amongst the first in a series of initia tives” to establish “Performax as the preferred activewear brand for our customers.”
Zomato is proof that they can turn criticism into a super innovative marketing campaign. After con sumers. After consumers expressed their growing boredom with Zomato’s monotonous YouTube and TV ads, some users took to social media to criticize Zomato’s butter chicken ad. However, Zoamto seems to have played its cards well by coming up with a smart idea to help it come up with fun cam paigns while engaging with their customers.
The company is looking to employ the Indian Pacer’s influence to expand its footprint in the Indian market. The brand faces competition from other sportswear brands like Adidas, Reebok and Decathlon in the market and this collaboration might help it to challenge these established brands better. The In dian pacer was excited about the collaboration and commented “It’s exciting to associate with a brand with whom I share my personal mantra of maximum performance.”
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14#BUZZFEED
Thums Up aims to evoke patriotism among citizens through the campaign's animated storytelling.
The campaign features stories of athletes like Sourav Ganguly, former Indian national cricket team cap tain and current president of BCCI. It features Avani Lekhara, first Indian woman to win a gold medal at the Paralympics, firing her way to the top, despite losing her legs in an accident when she was 11.
#BUZZFEED
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Zomato is proof that they can turn criticism into a super innovative marketing campaign. After con sumers. After consumers expressed their growing boredom with Zomato’s monotonous YouTube and TV ads, some users took to social media to criticize Zomato’s butter chicken ad. However, Zoamto seems to have played its cards well by coming up with a smart idea to help it come up with fun cam paigns while engaging with their customers.
It also captures the story of Nikhat Zareen, Indian boxer and IBA Women’s World Boxing 2022 gold medalist, who became a world champion in the sport.
Zomato offers Rs. 25 lakh for consumer created ad
The campaign will adopt a 360-degree marketing approach, with multiple touchpoints including televi sion, digital, print and unique OOH, in the run-up to the Independence Day. The brand, as part of the campaign, will also unveil six short films promoted on digital media encompassing the iconic journey India has had.
Thums Up launches new campaign around India’s 75th independence year
The firm went all out, proclaiming that the ads do suck. So now, it has opened the floor for creative ideas from customers. What was commendable was that, apart from the novel idea, they also shared the feeling with their customers that made them win many hearts.
75 years of India’s independence. The campaign ‘Har Haath Toofan’ will be an ode to inspirational people of India.
Coca-Cola#BUZZFEEDIndia-ownedThumsUphaslaunchedanewcampaigncommemorating
16#BUZZFEED
When brands tend to expand aggressively throughout the world, they need to understand that social and cultural awareness of the place of business of an entity plays a huge role in determining any brand’s identity. Also, the same brings out the overall performance of the brand and its reception from the targeted market i.e., the demand. Now, let us understand what is advertising? So, advertising in simple terms is a promotion of a brand or a product through various mediums of communication say newspapers, television or social media. Through these, the brands inform their prospective customers about their product who in turn go and buy their product. Simple! Isn’t it?
But here is the catch! No customer buys any product without having any prior knowledge or through a simple advertisement on social media. Advertisements must be created in such a way that influences the buyer to go for their product and the required satisfaction is created for the money being spent. Brands often spend huge sums of money on various marketing agencies for creating big-
budget advertisements to stimulate the demand for their product. Global brands spent a whopping $493 billion dollars on Sinceadvertising.we
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Author: S Vasudevan College name of this participant?
have understood the importance of advertisements and the benefits accruing to the businesses because of advertising, let us move to the main issue which is to be answered urgently by many brands and that is, the level of social and cultural discipline being followed in all these advertisements. Unfortunately, due to cutthroat competition and a craze for launching new products now and then, brands tend to forget about certain cultural rules or traditions while promoting their product. They need to understand that the wrong portrayal of a nation’s culture or traditions is not going to bring them any revenue. For short-term money, they tend to lose their reputation and brand value which might hamper their growth permanently. When brands face the wrath of the public, the losses are estimated at billions of dollars.
Social & Cultural Sensitivity In Modern Advertisements
Next, brands at times improperly portray certain values which may not be accepted positively by the public, to avoid this they must study the local culture and its ethos and values. This can be in form of deploying someone who is aware of the local traditions and cultures while filming the ads or collecting necessary information through the form
of a survey. As discussed earlier, the brands tend to be in a hurry because of which the net result is deficient. Also, by engaging a local partner, the wrong interpretation of the culture can be eliminated.
Moving on, brands tend to stereotype many issues ranging from gender stereotypes to racial or ethnic discrimination. Flawed advertising which mocks stereotyping of sensitive issues brings in a lot of bad reputation which may damage their brand image beyond repair, brands tend to forget ethics in advertising to promote their product which results in stereotyping. They even tend to ignore the minority population of consumers to cater to the majority consumers, they can be managed effectively by bringing in the values of inclusion and diversity in their ads.
After knowing about certain blunders which brands commit by degrading social and cultural values, let us know what the brands can do to manage social and cultural values, firstly they might have to thoroughly research the market and learn about all the traditions and their tolerance to progressiveness.
Let us now see how social and cultural values can be managed in advertisements of the brands. First and foremost, the majority of the brands tend to downgrade social values and traditions in their advertisements in the name of “Progressiveness” and most of them (brands) have failed terribly in these experiments in the forms of ads. Therefore, to manage these values, the brands must have to draw a clear line between “Progressive values” and “Social, cultural, and religious values”. This can be rectified by understanding the prospective market’s social and cultural values and to the extent to which progressive values can be comfortably depicted to the public.
us now see how social and cultural values can be managed in advertisements of the brands. First and foremost, the majority of the brands tend to downgrade social values and traditions in their advertisements in the name of “Progressiveness” and most of them (brands) have failed terribly in these experiments in the forms of ads. Therefore, to manage these values, the brands must have to draw a clear line between “Progressive values” and “Social, cultural, and religious values”. This can be rectified by understanding the prospective market’s social and cultural values and to the extent to which progressive values can be comfortably depicted to the public.
18Let
Let us conclude with a beautiful quote by William Birnbach which says “Good advertising does not just circulate information. It penetrates the public mind with desires and
A worthy example where a brand had understood the cultural and social values of a market to promote its product and was immensely successful is “Cadbury’s”.
demands and values that a customer expects are also changing, so brands have to take note of this.
beliefs”19
This strategy has made it a market leader in India, they understood the fact that Indians normally gift sweets on an occasion, also they studied the importance of sweets in an Indian household.
Also, when brands advertise in the print media, they must be careful in picking the images since wrong interpretation may cost the brand.
Also, the government can play a role in helping manage the social and cultural values in the advertisements, it can promote a business environment which has a low tolerance towards advertisements which degrades their culture with all access to freedom of speech and expression.
Awards must be announced to those advertisements which perfectly depict the values, also brands must be sensitised about the expectation of the government and the public from them when it comes to the promotion of their brand.
This can make the brands aware of their goals and objectives in the country. Therefore, in the concluding part, brands have to manage their social and cultural values effectively that are in line with the expectations of the consumers. With rapidly changing technology, the
They used this as a central theme to promote its brand as a way of gifting chocolates during an occasion, this campaign benefited the brand immensely making it the market leader in the chocolate market in our country.
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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 : Soumika, Ivanna DESIGN : Rajan Mittal FOLLOW US ON :
