Marque- The Marketing Club, IIM Rohtak, September'18 by Marketing Club

heights in their marketing stunts, is still a question. Meet “Gyanbaba”. He is anastrologer who pledges to give customized solutions to his clients, to solve any kind of issues they are facing in their personal lives. Before meeting “Gyanbaba”, customers meet his assistant (cookies in your website) who in turn track your interests, your likes and dislikes and some of your past history (historical purchase records), which he uses to maximize the customer satisfaction rate. Condition: If and only if customers would give permission for that.Result:Customers are ready to divulge the most confidential details of their lives (personal data)with him (marketer). However, they provide it to them with the trust that he would not mishandle the data and would rather come up with

BY MADHUMANTI BANERJEE IIM JAMMU

BEHAVIORAL TARGETING How many times on your wall have you seen people posting how their smile resembles that of Madhuri Dixit? Or, how they would look like after 20 more years? It might have been too irritating at times to see how people allow Facebook to take up their valuable time and comment on their personal attributes. Now, if you are a student of marketing, this shouldn’t irritate you. Imagine, you are the marketing manager of a company, and it helps you identify your potential customers, looking for an anti-ageing cream but are reluctant to show that they are growing old, and hence would validate it by using

apps like this. Sounds like behavioral targeting? Let us dive deeper into this. Behavioral Targeting - One of the current facets ofnew age marketing; interestingly also known as interest marketing, brings up some really interesting facts for the interest of the marketers.It is the way firms look forward to providing customer delight, by slowly understanding their consumers more than they know about themselves. And what leads to this? Customers’ trust! Deciding whether or not they are invading into their customers’ privacy, or if they are achieving greater

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the best possible solution for their clients. Something similar is happening when we talk about behavioral targeting. Now, we can define the concept of behavioral targeting as the act of re-targeting customers using Web Analytics or understanding the customer behavior by looking into the sites they have visited over time. Monty Hudson, VP-media development at Revenue Science, has very rightly said that in behavioral targeting, “You want to track down someone’s intent.” Let us look into some of the historical cases of such interest targeting and try to analyse if it is a curse or a boon for both the customers and the firms. One very well-known case was that of DoubleClick. Once the search giant Google had acquired it in 2008, there were specula-

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tions regarding the use of such targeting. Soon with the advent of Ad Preference Manager tool, Google had also enjoyed trust of people like David Katz of Media Contracts, who headed the digital trading at that time. With such a plugin tool by Google, customer had the scope of opting out from sharing their personal data and could view, delete and create interest categories to get relevant ads on the advertising sites and pages.Tosome, it was a matter of choice- whether to allow or not allow invasion of privacy by the firms. While some believed, it was fair only if there was a threshold beyond which behavioral data could not be collected, and more and more consumers were actually made aware of the process that they were going through. Data tracking gets more sensitive when it is related to health or financial data of customers.This is evident from the case of Pharmatrak where it amounted to collection of personal medical information from individuals who visited pharmaceu-

tical Websites. With the intent of being transparent, many of the marketers have come up with self-regulatory monitoring of the data being used. One such initiative is the white “i” icon which directs the user to the page which tells how an individual’s information is being used to bring the most relevant ads on the platter. However, challenges lie in deciding who must implement this – the ad provider, the media or the advertisers. Based on the economic aspect of behavioral targeting, using this, advertisers can customize the way they advertise to their user, leading to more relaxed competitive scenario.Individual usersare studied case by case and assigned to an advertiser with the highest proposed payment for the user, which improves the advertising resource allocation as well. Therefore, I believe, that the marketers need to be like Gyanbaba. They need to be as transparent as possible and ask for their permission before collecting any information. They should try to give “Gyan” on how the information can be collected

for the benefit of their customers. That is when, it will be a win-win situation for both the parties. References Bearne, S., 2009. Google launches into behavioural targeting arena, s.l.: nma.co.uk. Chen, J. & Jan Stallaert, 2014. AN ECONOMIC ANALYSIS OF ONLINE AD-

VERTISING USING BEHAVIORAL TARGETING. MIS Quarterly, June. Golemon, D. L. & Babin, L. A., n.d. HOW MARKETERS ARE DEALING WITH THE CONTROVERSY SURROUNDING BEHAVIORAL TARGETING, University of Louisiana at Monroe: s.n.

Marque - The Marketing club, IIM Rohtak

Predictive Analytics of Big Data BY Sachi Ahuja

BIG DATA, a seemingly complex term with a simple explanation. So what is it? Well, in lay man’s term, it is the ability to now take a massive amount of data and derive a story from it. A few years ago, all of this data was almost gibberish to us but the entrance of distributed computing and parallel processing changed all of that. Now we can analyze the data, detect patterns and make predictions. WHY DOES THIS ALL MATTER? With Big Data you can predict customers’ needs, the pain points and even future complaints. The implications are HUGE! To illustrate, let’s go back to 2012 Hur-

to pretty much design the success of the popular show “House of Cards”. They used the massive amount of data collected over the years to guide the creative direction of the show. The confidence in the show’s

by collecting a massiv e amount of even minute data, like how long your cursor hovers over the certain link. With Facebook’s recent acquisition with Oculus, they will be able to track and record even

NMIMS, Mumbai

ricane Frances was approaching to hit Florida’s Atlantic coast and everyone was preparing to stock up necessary consumable goods at home. At that time, Walmart decided to be smart about it, while most supermarkets were stocking their stores with items like flashlights, Walmart stacked its shelves with “Strawberry Pop tarts.” Armed with a terabyte of customer history data, Walmart was able to wager that out of all its items, Pop tarts would be the ones most in demand. They went ahead and stockpiled their stores with seven times the usual amount and almost sold out. Then there was Netflix, who used Big Data

success was so strong that they signed off on two seasons even before the pilot. A hundred-million-dollar vote of confidence because of BIG DATA.

how long you long at a certain object. All this personalized data and the analysis that follows it, is allowing marketers to target its audience with shocking accuracy and inexpensively. No longer is it a drasSo, how does any of this help in your ven- tic advantage for a Bohemian company to ture? afford a super bowl at placement. Big names aren’t the only ones capitalizing Big data is changing the landscape for of this feature. Smaller companies with technology and business. Soon, marketsmaller budgets are also taking advantage ers will be starting their routine by asking of Big Data. Targeted Facebook Ads are some important questions to maximize a good example of this. When it comes the return on investment from their big to personal information, Facebook’s coldata: lection of data is simply unmatched. The • What should be our roadmap for company can predict what the user will big data analytics to achieve our marketbe interested in purchasing in the coming ing objectives? days, weeks or even months. They do this • What returns would we like to lever-

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age around big data for our customers? • What help can we develop by using big data that enable a strong competitive advantage? • What technology options will enable our success? • Do we have the useful amount of resources and skills to make a difference using data analytics? The opportunities from big data are vast and by using audience profiling data to predict what customers want, marketers

can be much more proactive, upselling products, creating long-term relationships with consumers and determining market shifts before rival brands.Marketing organizations have access to a lot of different analytic capabilities in support of various marketing goals, but if you’re like most, you probably don’t have all your bases

Marque - The Marketing club, IIM Rohtak

covered. Assessing your current analytic capabilities is a good next step. After all, it’s important to know where you stand along the analytic spectrum, so you can identify where the gaps are and start developing a strategy for filling them in. Sadly, many marketers have been slow to adopt new technologies like predictive analytics, despite the immense benefits that they offer. It is, however, surely only a matter of time before this changes, with research findings indicating that 89 per cent of brands plan to invest in predictive

analytics at some point in the future. With market trends shifting so quickly, predicting new developments ahead of time is an essential part of modern marketing.

The power of an iconic campaign

Everything and everyone is marketed to grab customers’ attention and shift perception and preferences. From product, services to cause and people, over the years marketing campaigns have made their job more convincing and memorable compared to their competitors. Though the product needs to deliver on the promise made, marketing plays a very important role to make that happen. History is witness to some of the best marketing campaigns the world will ever see. Great campaigns have something which is felt by the consumer. It’s not only creative but also resonates with the basic needs. It makes you immediately connect with it. A successful marketing campaign will be there till decades, maybe more. Earlier in the time of TV and newspaper, advertising was as competitive as it is today, that gave us some entertaining results. In today’s data-driv en world, the medium has shifted towards digital media, but the need to grab attention and shift is

BY Ritu Singh IIM Rohtak

ongoing. Today creating iconic marketing campaigns might mean going viral, but the main goal hasn’t changed.

Because You’re Worth It- L’Oreal Some great campaigns are still relevant today and the companies make no move to change it, maybe modify it with newer celebrities and themes but not change the soul of the campaign. The ‘Because you are worth it’ campaign from 1973 is still widely used by L’Oreal. The campaign was launched to empower women and promote feminism. This campaign by L’Oreal was so powerful that it struck a chord with the people and proved to be timeless. The real-life story behind the ‘I’m worth it’ words was the frustration of 23-yearold Ilon Specht who was working in a male-centric business. Think different-Apple Another brilliant campaign was by Apple

Marque - The Marketing club, IIM Rohtak

in 1997; the ‘Think different’ campaign. “Find Your Greatness” during the London The words “The misfits, the rebels, the troublemakers — the round pegs in the square holes. The ones who see things differently” resonates with the rebel in you. The ad had Black-and-white images of more than a dozen 20th-century visionaries, from Albert Einstein and Buckminster Fuller to John Lennon and Martin Luther King, Jr., in a tasteful manner portraying the bold idea to think different. It ends with the one of the most iconic and powerful advertising words and perhaps grammatically questionable slogan of “Think different.” Just do it- Nike The positive feel evoking campaign of ‘Just do it’ neither talks about Nike nor the products of the company. The 1988 campaign is as famous and ubiquitous today as the time it was launched. The campaign was so powerful that people called the company to tell them about what they did, their accomplishments. The slogan makes

you feel good which ultimately brings a higher affiliation with the brand. The campaign was so successful that it generated sales more than $9.2 billion in 1998. Nike also had another amazing campaign

2012 Olympics. The ad encouraged people to excel as athletes no withstanding the ability. Like a girl- Always Successfully shifting consumer perceptions in today’s landscape is not an easy task. The #likeagirl campaign for the Always brand became viral when it was broadcasted during the super bowl in 2015. It had a revolutionary message which hit home with the people. The campaign focused on the stigma associated with playing sports “like a girl”- which implies that the boy’s way is the correct way. The society always tells men to not “cry like a woman” or “act like a woman.” The campaign targeted this widespread stigma, and the message in the ad was very inspiring. It portrayed girls as capable as the boys even during puberty. The ad not only promoted its product but also challenged the thought process of the people. Astros’ Earn It The Houston Astros had not won a World

Series baseball championship in the 112 years of its existence. But they did in the year 201 7, the credit of which largely goes to its ‘Earn It’ campaign. As unlikely as it sounds the slogan and ad played a big role in bringing the trophy home for the Astros and getting them a 4-3 win over the L.A. Dodgers in the finals. The promotion of the new slogan began way before the team started training for the new season. The slogan greatly garnered the supporters who became excited about the team As the season progressed the Google searches for the Astros immensely increased. It was like the Nike: just do it slogan which was both aspiring and motivating The Absolute Bottle - Absolut Vodka No matter how ordinary your product looks like, the way you portray it makes the difference. The Absolut Vodka bottle

did just that and made its bottle one of the easily recognized bottles which in reality have no distinct shape. The campaign for the same started in 1981 and showed print ads of the bottles ‘in the wild’. It was so successful that it is the longest uninterrupted ad campaign ever and composed of over 1,500 separate ads which ran for 25 years. When the campaign started, Absolut had just 2.5 percent of the vodka market and when it ended in the company was importing 4.5 million cases per year. A marketing campaign can make or break the product, and a great marketing campaign will make your product memorable. Some revolutionarily campaign like Dove’s ‘Real Beauty’ and Vogue’s ‘My choice’ will strike a chord and at the same time market the product. “Ever dream of becoming a King? Then just Master Marketing!”

" Marketingâ&#x20AC;&#x2122;s job is never done. Itâ&#x20AC;&#x2122;s about perpetual motion. We must continue to innovate every day." -Beth Comstock

#BUZZFEED

Game of Thrones inspired whisky, White Walker to be launched by Johnnie Walker and HBO

TGBL has approached key shareholders of Hector Beverages with a proposal to buy out the company along with its popular brand Paper Boat to spice up its portfolio. Even though a formal approach has been made, the talks around Paper Boat are still at an exploratory stage and there is still no guarantee that it will lead to a transaction. However, Kakkar has categorically denied any discussion with Tata Global Beverages or a possible sale. Paper Boat, if the Tatas buy it, will be a big break in the long narrative of western cultural dominance when tea and coffee were trendier than desi drinks which were confined mostly to kitchens except a few such Rooh Afza. If Paper Boat is deemed fit to sit with Starbucks and Tetley in the Tata Global Beverages’ portfolio,

Mondelez’s new marketing approach: 3F’s and 5C’s Mondelez’s, the parent company behind the big brands Toblerone, Oreo and Milka. Consumed by 7 out of 10 consumers, the brand focuses on Fast, Focused and Fearless model. One of the largest snacking company, Mondelez makes sure our kitchen is filled with its brands Cadbury, Oreo, Milka, Toblerone and Philadelphia. Following the old ways of and lack of technology in marketing, the company plans to be more agile and focus on recent consumer trends. The CMO of coming plans to expand under one globally and increase closeness with local markets. It is support new startups and building relationships with agencies to speed up the progress and place the company in digital landscape. Capabilities (its digital transformation); community (strengthening its marketing community); celebration (talking about what it is doing best); complexity (simplifying the business and becoming more agile); and careers are the 5Cs of the new marketing approach.

In anticipation towards the final season for the viewers, Johnnie Walker and HBO collaborate to introduce White Walker, a new Scotch Whisky. Known by their icy blue eyes and led by the Night King, the undead army of White Walkers have emerged from the Frozen North bringing with them the chill of winter and now a limited-edition whisky that evokes their icy world. An anticipation is being built amongst the fans as they await for the new season. In its agile way, the idea is perfect with the timing. This limited edition is inspired by the feared and enigmatic characters on the show.

India’s most valuable brands

it sure is a signal that ethnic drinks have become upmarket—thanks to the stupendous success of Patanjali Ayurved

With increase in number of trusted brands from 50 to 75, Indian companies plan to build this relationship for long term. The B2B brands are in for the first time. The key takeaway, an important reminder in a world of quick fixes and quarter to quarter existences is about brand building being a long-term journey. Concepts like the Vitality Quotient and its components- Brand Love, Brand Experience and Innovation – draw on established and time honoured principles of brand building. HDFC ranks 1st in the list. The top 10 list includes 4 banks. Old brands like Tata, Airtel and Maruti maintain their position in top 10.

#BUZZFEED Personalisation: The New Era of

Next dumps TV and print for digital while Marketing Cadbury Roses return to TV screens for the Personalised marketing advocates for fitting of at least one parts of the first time in 20 years association’s advertising blend to the individual client. Personalised mar-

ITC plans to shift focus in personal care ITC plans to diversify business through FMCG market. By getting into personal care products, ITC wants to indulge in changing strategy to maximize profit growth rather than just focusing on changing volumes and creating a wider customer base. ITC failed to cut much ice in high competition and high volume categories like soaps and shampoos and wants profitable growth in personal care as part of its overall plans to become a market leader in India’s pure play FMCG market. With new personal care brand or product every month and focus on innovation-led, differentiated, and high utility products which can break the clutter in any category, ITC rebuilds itself.

Next is cutting and direct maildivision, marketingwith spendan forobjective digital, claiming it is seeing keting showsTV,anprint extraordinary section of size “impressive” results from the latter, while ROI from the former isn’t what it used to be. Next one.anThere are two types of one-to one personalization has interesting way of working out return on marketing: investment, which it calls internal and rate customization. Personalization is the point atofwhich the firm chooses, of return (IRR) and basically involves balancing the cost running marketing campaigns with the profit gets of from incremental sales. Next isclient putting the focus on driving generally in itlight beforehand gathered information, what sales mar(performance marketing) and over building its brand. Cadbury has widened its “kindness keting blend is appropriate for the person. A decent illustration is Amand generosity” message to Roses as it celebrates the product’s 80th anniversary. Roses azon.com’s customized andand music suggestions. Amazon utilizes return to TV for the first time book in 20 years play into its positioning as a thank you gift. While the campaign shifts align itor with the Cadbury master brand cooperative sifting to Roses’ figurepositioning out whattomusic books to prescribe to its message, this campaign sticks to what the product is known for – gifting, thus increasing customers. Systems of large-scale manufacturing, beliefs of standardizathe count.

How Godrej again dominated the Air care segment with the help of Aer

Godrej Aer is the market leader in Car freshener category today. The brand believes in building the category relevance to increase awareness about the air care products and drive penetration among the non-users. The car freshener category had about 25% penetration in the passenger car universe in India as of 2017. And in just 5 years of launch, Godrej Aer has done really well the air-care category with its unconventional approach of lifestyle enhancement through air fresheners. To drive penetration among non-users of car-fresheners, Godrej launched a new campaign based on the insight that a great

BY Mudit Chhabra IIM Rohtak

fragrance in the car can make your every-day drive better. Godrej’s strategy to re-enter the air care segment can be termed as successful because of the market share that Aer has occupied since its launch. Godrej Aer is in a good position right now and is giving tough competition to the other players in the air care segment such as Ambi Pur and Air wick. Let us analyse the reasons behind the good performance of Godrej Aer one by one. Product Godrej Aer was launched as a superior

product in terms of the aesthetics. The variants of Godrej Aer cater to most of the requirements of the Air Care Segment. Its products range from a 50 Rupee Pocket Pack which can be hanged anywhere to Godrej Twist with price as high as 350 Rupees. The main differentiating factor in the car fragrances was that Aer was a gel based product in comparison to the liquid based products of competitors which makes Aer pill proof. Aer also had innovative products. One example of the innovation brought in the Aer products was Musk Free Smoke, a specialized fragrance product designed to quickly remove the smell of smoke from a room. This product was targeted at the Smokers.Its product and packaging design caught the eye of not only the consumers but also the retailers which act as an important factor in order to push sales. Also, Godrej offers a wide range of fragrances ranging from flowery fragrances to the refreshing ones thereby catering to a wider group of consumers. With its innovative click, twist, pocket and spray formats, the product successfully distinguished itself on the lines of design, fragrance and innovation.

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time. The company aimed to increase instore visibility by tapping in the modern trade, traditional retail and car accessory distribution channel. Price Godrej Aer strategically priced its products in order to make its products accessible to a wider audience. It has pocket packs that cost only Rs. 55 per piece and also Aer twist that cost around 350 Rupees. It has also made combos so that it can target the middle ranges too.

Promotion Godrej ran a very effective marketing campaign for Aer. Apart from running regular advertisements on digital media, Godrej made use of experiential marketing as an effective tool to promote Aer. Experiential marketing is marketing the product by engaging the customer thereby creating an experience that will be remembered. Let us discuss two campaigns where Godrej made use of experiential marketing to promote Aer. In the first campaign, Godrej advertised Aer in movie theatres by not only showing the ad on the screen but also spraying Aer throughout the Hall. Distribution In the second campaign, Godrej added Godrej already had knowledge of the Air its fragrance to the newspapers and discare distribution system due to its stint played on it “You are experiencing Godrej with Ambi Pur. Godrej was the license Aer”. People were not only welcomed by a holder of Ambi Pur in India. At that bright and refreshing day but also a pleasGodrej thought that Ambi Pur was not antly fragrant one. Both these campaigns contributing much to its revenues and are so innovative that even though they therefore it sold Ambi Pur to Procter & target a relatively smaller audience, they Gamble. After two years Godrej developed are so innovative and effective that these a product of its own called Aer. Godrej’s are bound to attract not only a positive experience of the Air Care segment helped word of mouth, but also a wide media it to develop an effective distribution coverage. strategy and successfully make its product available at the right places at the right

Marque - The Marketing club, IIM Rohtak

Marketers drive data, or data drives the marketer? Data is the new oil. It is not only a valuable resource in any industry but also a driving force behind any decision-making phenomena. In the utopian world of marketing, the professionals extract the right data,and the marketers derive apt plan to ensure that they reach the right people, at the right time and right place. But sadly, reality shows a different picture altogether. The reasons why marketers fall prey to the data are the ease, convenience and ready to use insights which are quantified by a number of metrics. Why data drives marketers?

BY Sanika Naik GIM

the industry is driven by analytics, whereby every marketer is trying to reach the ideal spot on perceptual maps. The metric-driven approach of the tools like Moz Pro, Kissmetrics gives solid numbers to rely on in few clicks. The above-stated reasons along with low risk and major accountability on data are the enablers for marketers to use analytics in their decisions. Why do Marketers want to drive data? Marketers want to capitalize on the data because of the following factors: Price optimization through competitor analysis, profit prediction and ability to gain competitive advantage. Target marketing becomes feasible as segment automation becomes possible without much hassle. Marketers can gain upper hand against their competition through dynamically altering their strategy as per the insights gathered. Analytics gives performance reports for each rupee invested across multiple channels which helps in the reallocation of budget in more profitable arenas.

A Survey by Forbes has revealed that 88% of marketers survey and use data obtained by third parties to enhance their understanding of each customer. Marketing as a function, be it of any product or service, cannot be successful without having a strong grasp on the qualitative aspects of consumer expectations and desires. Gone are the days when marketers used to draw inferences from surveys and opinion polls. Marketing analytics has up the ante by not only offering insights of the market but also predicting changing customer behavior, Is there a balance? forecasting demand,etc. Competition in

Marketing analytics do have dark areas which if goes unnoticed can cost a firm its brand reputation. Target, a department store retailer in the United States, decided to run an algorithm to study the purchasing behaviour of the expectant mothers to upsell and cross-sell their products. But, on one instance Target revealed a secret pregnancy of a daughter to her father, through all the deal offering emails sent by Target. This was a clearly classic case of data-driven marketing whereby the marketers donâ&#x20AC;&#x2122;t think of what if scenarios or any exceptions to its target audience. Privacy and sensitivity are ignored ,costing brand loyalty to the brand. Marketers have also changed tendencies to channel rather than content strategy. For example, data on the Instagram platform might tell you that short format Is perfect for your target customers who are on the go, and the marketers might believe that 9-second window is enough to generate reach than a 2 minutes of advertisement. But the bottom line is that it is the content that was overlooked. So instead of designing the right message, the brand has delivered a convenient message across which has failed to create a long-standing

impact. Another fall back of this ecosystem is the siloed perspective of the marketers which usually results in a clash between the sales and marketing department. The senior executives are now depending on numbers, which has led to total ignorance of the creatives. The focus is now on what works rather what engages the customer. On the other extreme, integrating analytics with marketing has brought about change in customer experience, the way it is designed and delivered. Personalized marketing has brought certainty in the marketing efforts. It has become easy to design customized campaigns, to convert leads. Better product development is possible, due to incremental improvement based on the feedback received from the analytics. To gain full advantage from marketing analytics, one needs to take caution about taking knee-jerk reactions to every change, anomaly or the result that data throws on the screen. A good balance, balance, between intuition and data-driven approach towards decision making, will go long way to design and execute a good marketing strategy.

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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 : Isha Garg DESIGN : Sriesh C R FOLLOW US ON :