Markezine August 2012 Edition

Contents From the Editors’ Desk ....................................................................................... 1

An Insight into the mind of an Emotional Marketeer........................................... 2

The things that money can’t buy ......................................................................... 4

Sinus Milieus- A Way Ahead ................................................................................ 6

Building Personal Identification with Brands ....................................................... 8

The ‘E’- Connect ................................................................................................ 10

Mark-e-feed: Discovering the Dark knight in YOU ............................................. 11

Mark-e-feed: From dusk of Mass Marketing to dawn of Digital Marketing ........ 13

Mark-toon ........................................................................................................ 15

Mark Roadies 5.0 .............................................................................................. 16

WOW- Words On Wall....................................................................................... 17

August 2012

MARKEZINE

From The Editors’ Desk Creating an emotion has now become a thing of the past. In today’s whirlwind of consumerism and branding, firms realise this concept. They have come to acknowledge it, appreciate it and now draw from it. This is what has led us at Club MarkUp to delve into this aspect of Marketing, of identifying with the consumer at such an intense personal level this August. We believe, in the current context, the aspirations of the customer, if seized will provide any organization an unparalleled edge. That is where Emotional Marketing comes in.

Emotional Marketing we believe is an extremely challenging aspect of Marketing. It displays the perfect balance of the human brain or more so the need for it. A highly evolved sense of emotional connect coupled with an equally precise logical aspect is what Emotional Marketing demands.

We believed interesting opinions would be supplied, and indeed they were. For this, we at Club MarkUp are grateful. We also hope that the first edition by the newly inducted 2012-2014 MarkUp team is well received.

Ankit Gupta 2nd year, PGDM (Marketing) IMT, Ghaziabad

Sincerely, Ankit Gupta

Credits Co-editor: Raunak Sancheti, Divyanshu Sethi Design Team: Raunak Narang, Dhruv Chopra Content: Aadish Kohli, Ramya Vasudevan, Shubham Gupta Write to us at markup.imt@gmail.com Follow us on :

MARKEZINE

August 2012

An insight into the mind of an Emotional Marketeer

Gauging

the nuisances of customer behaviour

has always been an intriguing exercise. The patterns of complexity that determine any customer behaviour are as challenging to predict as interesting to note. As a further subset of the same, a target segment identified and catered by the marketer requires even a deeper analysis and an intelligent mapping of psyche with brand sensibility. Through a brand, a consumer makes sense of his world.

More often than not, the success attained in the above exercise is a function of accuracy in predicting and leveraging upon the understanding of the target segment’s psyche. When a brand weaves an emotional story around an offering (read: product or service), it tries to capture one or more aspirations like fears, personality traits, hopes, desires and thoughts into the brand communication. With a plethora of competing brands and exponentially increased customer knowledge (awareness is passé), technical and functional utility have become more of a sufficient rather than necessary conditions.

24

Astha Gupta PGDM IIM, Kozhikode

In the landscape of emotional aspects and utility, a multifold scenario can be identified. One, there is an inherent weaving of emotions into the sensibility and hence the communication of the brand.

Majorly in the sphere of product features and marketing attributes, it is a holistic approach. Value capture is important here. Capturing aspirations or ‘I am or I want to’ into the crafting of a luxury car brand’s sensibility or weaving Thumbs up’s branding around bravery and adventure with product attributes like an unconventional not so sweet taste in sync with the same) can be examples of this. So much so, that a thumbs up drinker has been stereotyped with a particular rough and tough personality.

MARKEZINE

Another scenario among others includes the marketing aspects of the product and the experiential aspects only. This may include colours used, the look and feel of point of purchase, service elements in the delivery of products or provision of services. Designing the interiors of a maternity ward in the shades of pink, a premium lounge in purple or the escalating budgets of visual merchandising are illustrations of the same.

Surf Excel’s ‘Daag Achhe Hain’ also plays on the feeling of freedom and hassle free life. These tactics are dynamic and mostly temporary. Constant innovation is prerequisite to sustainable advantage.

All in all, the interaction of rational and emotional factors synthesizes the essentials of successful emotional marketing. Until the point where the brand perception in the minds of customers becomes synonymous with its emotional message, the potential still remains untapped.

As an extension of my attempt towards a better understanding of the concept of emotional marketing, I will share my experience of making and

August 2012

building ‘Titli’. It is a brand that aims to bring together the obscure craftsmen and their skills through distinct product lines like handmade accessories and apparel items. Having started very recently, the store is located within a cafe in the campus where I am currently studying, IIM Kozhikode. As a part of Brand Elements, the name symbolizes freedom and a boundless spirit. Additionally, the use of Hindi font gives it an earthy, Indian feel. The target segment is the women who have struggled and grown in their lives, the women who are proud of who they are, those who love to adorn themselves with handmade products and are motivated to make a difference in this world. The logo constitutes a lotus with a butterfly that is ready to fly. The logo signifies the Brand essence which is about having faith in oneself during the times of struggle, drawing from the famous butterfly story of struggle and the property of cause and effect associated with the Lotus (A new lotus blooms where its seeds fall). The colours of the Logo are red, blue and yellow that are Buddhism colours of victory, peace and glory respectively. In the shop, constructive use of dysfunctional items like broken fence and trashed iron basket has been made.

The shop has been given a ‘rural’ touch with the final touches of ‘Warli’ designs. To emotionally unite the customers in spirit, the brand has been concocted as a story of humility, faith and journey to oneself.

Well! I call it Emotional connect!

3 5

MARKEZINE

August 2012

The Things that Money can’t buy

What is it about the daal-chaawal cooked by your mother that makes it more desirable to you than even the scrumptious seven course meal served at the most expensive restaurant around? Is it simply the taste, colour, smell and texture? Or is it something that transcends the boundaries of the tangible- easy to realize, but difficult to verbalize?

We humans are social animals. We cannot sustain in isolation. We think about and feel for others and expect others to think about and feel for us. This interplay of thinking and feeling leads us to enduring inter-personal relationships which we value. These beget specific behavioral tendencies and responses. We call them emotions.

Can we form such relationships with entities that are inanimate or abstract? The answer is a resounding yes! How else would you explain the warmth you experience within the confines of your home? How else would you explain patriotism- why masses across the length and

Sanket Shah PGDM, Welingkar Institute of Management Development and Research (WE School), Mumbai

breadth of our country laid their lives to realize the dream of independence?

The demand of a market offering is a function of its perceived value which is the difference between the perceived benefits and the perceived costs associated with it. Benefits and costs could be physical or psychological. When markets saturate and differentiation plummets, this has significant implications for managers: one- people value relationships; and two- the psychological value that people derive out of their relationships with other entities can far outweigh the physical one. Emotional Marketing could be seen as an approach to marketing that seeks to explore and exploit these insights in line with the organization’s marketing objectives.

A very potent tool of Emotional Marketing is the idea of branding. Branding is what branding does- it infuses heart, mind and soul into a lifeless, inanimate entity. Branding is to a market offering what upbringing is to a child- it is long term and involves instilling values, developing attitudes and grooming the personality.

4 6

MARKEZINE

Over time, a brand represents a specific set of personality traits, values and attitudes- as such it becomes a ‘thinking-feeling’ individual in its own right. It connects emotionally and enters into relationships with many ‘others’- consumers, suppliers, employees, owners, the society etc. Depending upon compatibility and inherent motivation, these relationships could be transient or enduring. The more enduring they are, the more value they represent - to the brand and to such ‘others’.

For brands, a strong emotional connect with consumers makes perfect business sense. Stronger the emotional connect, more is the perceived value and more is the price inelasticity of demand.

This paves the way for premium pricing. Psychological benefits associated with a strong emotional connect are very hard to reproduce.

So they provide the firm with a strong, sustainable competitive advantage in the market. They increase switching costs for the customer and increase the entry barriers of the industry.

They also increase the firm’s bargaining power while dealing with suppliers and other intermediaries.

August 2012

communicates a specific set of values and traits with the intention of reaching out to markets which exhibit a compatible set of values and traits. The idea is to build an enduring relationship based on such compatibility which translates into a lot of psychological value. When Maggi asks its users to share their special ‘Meri Maggi’ moments, it attempts to reinforce its emotional connect with them. A “Main Anna hoon” cap is about personal identification with brand ‘Anna Hazare’ which epitomizes a firm resolve to uproot systemic corruption.

Emotional marketing is not only about your brands and consumers. It involves building and nurturing symbiotic relationships with your suppliers, partners and dealers. It also involves sensitizing your employees with the essence of your brand so that they too identify with its values and traits. A classic case is that of the employees of the Taj Mahal Hotel, a TATA venture, who staked their lives to ensure the safety of their guests during the 26/11 terror attacks.

Truly, there are things money can’t buy. Emotional marketing enables you to provide these, to those who matter to you and your business.

So with “Hum mein hai hero”, Hero Motor Corp.

7

5 7

MARKEZINE

August 2012

Sinus Milieus: A way ahead for emotional marketing

Emotions have capability to stimulate mind 3000 times faster than non-emotional stimuli. It is no more a secret that the most successful marketing strategies are built on emotions. The challenge is to know which emotions to work with, that treat target segments into humans who can be better understood & catered. An amazing way to tick your consumer is a technique called Sinus Milieus.

Sinus Milieus concept is about understanding person’s value & attitude towards life to find out what emotions to invoke to get through them. It is developed by the Sinus Institute Heidelberg, Germany. It is a result of three decades of social science research. The steps towards effective marketing by using concept of Sinus Milieus are as follow: Identify the target group: This segmentation is based on an analysis of everyday life within our society. Basic values as well as attitudes to work, family, leisure, money and consumption all play a part in the analysis. It offers a great way to get familiar with your target group and find out what drives potential customers.

Find out what invokes the target group: Sinus Milieus help in understanding what the target

Parul Choudhary PGDM, FMS, Delhi University.

group thinks, feels and their attitudes to different aspects of life. This information can be used to find out what appeals to them. The right emotions could be picked once their social status and basic values are clear to us.

Implement your findings: Once the set of concepts that appeal target segment is defined, the marketing campaign should be designed, so that it triggers the right emotions. The campaign must be right to get the attention & interest of the target, awaken their desire and prompt them to action. Effective campaigns may be advertisement, workshop, website, social networking etc based on Sinus Milieus Test your campaign: Even with aggressive research there are possibilities of getting it wrong. It is very important to test the marketing campaign to double check if you are on the right track. The test can be done by inviting a sub set of prospective customer to user tests and finding out their opinions on the concept. Once an appealing concept is conceptulised, it must be tested at the earliest so as to rectify and refine the campaign.

Conclusion: Sinus Milieus segment the society based on social status & values. This in turn helps in recognizing emotions that drive the target group. The integrated marketing communication should be based on underlying emotional concepts which will help in getting consumer more

6 8

MARKEZINE

August 2012

The following table segments the society in various Sinus Milieus based on social status and basic values and consequently to the elements the ‘tick’ the target group: Sinus Milieus

Social Status

High Social Status Sovereigns High Social Status, Successful, Leadership Position Liberal Progres- High or Middle sives social status, Sophisticated, Well Educated Adaptive High or Middle Achievers social status, Flexible top performer Main stream Sinus Milieus Old Guard All social status

Modern Middle

Middle or low Social Status, Ambition to be in high social & professional status Mavericks Middle or low Social Status, Ambitious young core Social Underclass Materialists Lower Class, social exclusion Disenfranchised

Modern lower Class, Don’t want to go to higher status

Values

Appeal for Emotions

Respect both modern & traditional values

Exclusivity, quality, leadership, luxury, contentment, reliability

Exclusively modern, Consumer hedonism, Self determined

Expertise, personal fulfillment, success, fairness

Modern Values, Interest in global affairs& new media

Success, performance, technology, ambition, achievement

Traditional values, Believe in proven way of living instead of new or unfamiliar Modern values, Consumer hedonism, Post materialism, Good at adapting

Routines, honesty, familiarity, accuracy security, reliability

Consumer hedonism, Post materialism, Flexible, Challenging

Independence, challenge, innovation, quality, security, change

Need for social inclusion, anxious about future

Sense of belonging, trends, security, self-confidence, popularity Fun, provocation individualism, extravagance

Modern value, Fun, Refuse to take life seriously

Possibilities, security, ambition, social advancement, harmony

References:  http://www.sinus-institut.de/en/  http://www.integral.co.at/en/sinus/milieus_int.php 7 9

MARKEZINE

August 2012

Emotional MarketingBuilding personal identification with brands

No one has stated it better than Napoleon Hill:

“People buy your personality and ideas long before they buy your products and services.” The goal of Emotional Marketing is to elicit an emotional response from a customer, not to showcase the product. Consumers are, nowadays, blogged with array of similar products. So the consumers have to decide among products of similar features having same functional value. So emotions play a crucial role in the decision making process. Emotional marketing is messaging that builds one’s ego.

To explain Emotional Marketing let us look at the commercial by Coca-Cola where it had tried to show that there were more reasons to be happy than sad. This jingle showed the positive aspects and depicted that for every negative there are multiple positives happening in the world. It ended with people sharing Coca-Cola which promoted sharing happiness.

8 10

Bijayini Samal PGDM, FMS, Delhi University.

The voice of kids brought innocence and genuineness to the advertisement. This advertisement had a different emotional appeal where people’s right to be happy was brought forth and then the brand Coca-Cola was linked with it.

Previously brands followed Commercial Marketing where as today emotional appeal is highly required specially to make the brand a part of your customer’s life. Many advertisements which were previously commercial are now moving towards Emotional Marketing. Let’s analyse the advertisement of KBC. The KBC 2 advertisement was more on how to register for KBC via Airtel and KBC 3 advertisement tried to bring in the brand value of Shahrukh Khan. The movement from season 4 jingle of ‘Koi bhi sawaal chotta nahi hota’ to the season 5 jingle of ‘Koi insaan chotta nehi hota’ clearly shows the bend towards personal appeal. The season 5 advertisement was clearly targeted to increase the viewership base in semi-urban and rural India.

MARKEZINE

August 2012

The season 6, KBC 2012 is seen moving its base more towards emotions. It now promotes itself with ‘Gyaan hi aapko aapna hakk dilata hai’ and every advertisement links itself with a prevailing issue. Its advertisement of ‘Mubarak ho ladki hui hai’ indirectly raises a voice against the oppression of girl child which is still prevailing in some parts of the world. After showing the problem, it showed KBC as a platform which can help them stand against the oppression. Even its advertisement of ‘Bada baap’ was a voice against prevailing corruption and ‘Sach bolna’ was an encouragement to tell the truth.

These were some examples which shows the current trend towards Emotional Marketing. Even research shows that Emotional Marketing appeals customer more than both commercial marketing and combination of commercial and emotional marketing. People tend to care about emotions more as it links them personally with the brand.

The benefit that a brand derives out of it is a long term relationship.

UTTAM TOYOTA

A 11, Meerut Road Industrial Area Ghaziabad - 201003 Ph: +91-120-271-4511 / 09 / 10 +91-98180-39344 Fax: +91-120-271-4529 Helpline: +91-99104-88828Service: +91-120-275-7102 Email: service@uttamtoyota.net sales@uttamtoyota.net 11 9

MARKEZINE

August 2012

THE ‘E’- CONNECT: Your Brand just can’t afford missing this !!!

“Today a product is not only a product; it has got to be a part of you.”

Gayatri Aradhana PGDM,

The world is becoming automatic and tech-savvy, boundaries are disappearing; the world is getting smaller and smaller squeezing its individuals into a homogenous mass. The word “Emotions” is getting pushed deeper and deeper into the corners of human heart. In this emotionless world, it’s the products through which a human being tries to associate itself with, which represents him and helps him maintain his individuality and express his deepest emotions. The product or service can no more be considered a non-living commodity; it has to have an animate aspect to it. It has to be given a human touch, a sense of feel.

This is what has to be the target of Emotional Marketing.

You just manufacture a product, you cannot sell it anymore. You need to connect it with your target customer, which is the most difficult task. Just like adding an outside person to your family and accepting him as a member.

12 10

Welingkar Institute of Management Development and Research (WE School), Mumbai

The entire premise of Emotional Marketing is based on HOW WELL YOU CONNECT. The same product can have varied levels of connectivity with different consumers. The more customized you make a product, the better is the “connect” with the target market. This is the reason why the same product comes in different SKUs. In today’s market, a Brand is no more a name which represents its product; rather it’s the name that stands for its consumers. The consumer’s brain has voids (emotional, psychological) for needs. The product has to sense that void and fill it. For a completely new product, that void has to be created and then filled. These complex human aspects make today’s marketing all the more challenging, because Man himself is a tangled, complex living thing. Even the surveys and reviews given by them cannot be completely trusted because most of the times they do not know why and how to react. They themselves might not be aware of what is going on in their sub conscious minds.

Nurturing and nourishing the untold, exploring and exploiting the desires and aspirations is the biggest challenge. It’s all about the game of uncertainty and how close you can get to certainty and capture the emotional quotient of the consumer and tag them with your brand. Thus Marketing Strategies of the near future are going to be fascinating and beyond imagination.

MARKEZINE

August 2012

Mark-e-feed: Discovering the Dark Knight in YOU “It’s not who we are underneath, but what we do that defines us” says Rachel Dawes in the opening film of the just concluded Dark Knight franchise. Was this line directed at just Bruce Wayne in the movie?

Such dialogues formed a critical part in Nolan’s greater scheme of things which he had in mind for his Batman re-boot franchise (arguably one of the greatest re-boots of all times). Essentially Batman happens to “a superhero without being a superhero”, in the sense, he doesn’t possess any superpowers. The fact that anyone can be Batman (you, me or anyone reading this) gives a sort of instant connect to the character. Slowly, as the movie progresses, you begin to see yourself underneath that mask, rising in all splendour above a corrupt and crime-ridden society, and before you know it, the caped crusader inside you is awoken.

Dinesh S PGDM, IMT, Ghaziabad.

Traditional marketing is dead. One needs to come up with new and innovative ways to attract the consumer’s dynamic mind. One such marketing that has caught up in recent times is the “Guerrilla Marketing” – a low cost unconventional creative strategy that is generally used to create a buzz around a product/theme whilst also engaging the consumer by turning viral. In case of Dark Knight franchise, Pasadena based 42 Entertainment was in-charge of creating and executing the grand scale viral marketing campaign. No! This was not going to be one of those campaigns which reveals almost the entire movie in the name of promotional teasers and trailers, generate huge hype and then die down as soon as the movie releases and bringing with it, the demise of the movie as well, due to the hyper-expectation it generated. Imagine seeing the above poster on a wall in your neighbourhood – you don’t have to be a follower of the movie series, nor an admirer of the comic strip. The poster is just intriguing enough to catch the attention of the casual bystander whilst at the same time subtle enough not to expose any crucial element of the movie plot.

Catching the attention is one thing, but retaining the attention, arousing the interest, creating a desire and motivating the audience into action is an altogether different ballgame. A website “WhySoSerious.com” was launched where, for every email sent by the fans, one pixel was removed ultimately revealing the first official poster

13

13 11

MARKEZINE

of “The Joker”. A similar campaign was launched for Dark Knight Rises when the twitter handle “#TheFireRises” was made viral and for every comment on twitter that featured this hash-tag, one pixel was removed from the Dark Knight web page to reveal the first image of “Bane”. This picture was taken at Sathyam Cinemas, Chennai during the premiere of the Dark Knight Rises. Similar bat signals were shot into the sky in New York City and Chicago, where attentive followers of the bat signal were led to special free screening of the movie three days before its actual release.

Such activities, called “Alternate Reality Game [ARG]”, are able to sustain the interest levels of the audience for more than a year by not just involving them, but also empowering them, which magnifies their passion towards the product and translates into tangible action and extreme loyalty for the brand. They became citizens of Gotham city, took its subway, tuned into Gotham TV and radio stations, not just involving them, but also empowering them, which magnifies their passion towards the product and translates into tangible action and extreme loyalty for the brand. They became citizens of Gotham city, took its subway, tuned into Gotham TV and radio stations, read a copy of Gotham Times daily, went on wild Joker

12

August 2012

chases, “I Believe in Harvey Dent” political rallies, live recruitment drives for Joker’s gang through cellphones hidden in cakes, the list is just endless.

And today’s age of social networking ensures that the message gets conveyed not just to the intended recipient, but to his entire social circle.

To conclude, “advertainment” is the order of the day. Though relatively new, this concept has taken to increasing popularity and is slowly becoming an established form of marketing. Its principle advantage is that it is comparatively inexpensive; more than the money, it is time and effort which is needed in larger quantities here. Thus, it is being endorsed by SMEs and entrepreneurs as it snugly fits their budget constraints, while achieving similar, if not better, results compared to traditional marketing techniques.

References 

  

http://ecommercecrux.mavenstore.com/ecommercetoday/how-can-a-company-go-from-mass-marketing-tomass-customization-by-taking-advantage-of-ecommerce-2 http://www.web-books.com/eLibrary/NC/B0/ B64/033MB64.html http://en.wikipedia.org/wiki/Communications_in_India http://iamai.in/rsh_pay.aspx?rid=C4kbdd8VUJo=

MARKEZINE

August 2012

Mark-e-feed: From the dusk of Mass Marketing to the dawn of Digital Marketing

In today’s era, the generic “one size fits all” marketing strategy is losing its relevance. No longer can businesses afford to blindly send large volume of the same message to unqualified persons.

Nor can they afford to treat customers the same way. Products within a category are getting less and less differentiated and brands are getting closer and closer. As consumers demand more from their brands and have more available choices, they segregate themselves into smaller and smaller niches in the society. Such competitive markets have forced the brands to find newer ways to stand out and connect with consumers .It has become imperative for the companies to target these niche sections to deliver the right products to the right people through the right channels—all at the right time, in order to stay competitive, keep marketing costs under control and increase their revenues.

Siddharth Arora MBA, NITIE, Mumbai

Mass marketing is no longer the “long-term” strategy. The trend today is changing towards more precise, targeted marketing which ensures that the companies are actually hitting the right customers. A shift of the trend from one-way, company-driven sales mentality to a two-way relationship with consumers is assisted with core changes in the way marketers do business. The marketers are now finding new ways to reach their customers and understand their needs and preferences. Digital marketing offers great advantage to reach consumers in a timely, relevant, personal and cost-effective manner.

13

MARKEZINE

August 2012

The massive Indian market is changing fast. Internet has started penetrating into the lives of the people. For people with access, it is a major part of their daily or weekly schedule. Internet access is mainstreaming among professionals and the use of mobile is intensifying.

and streaming media (audio and video). This information flow not only empowers consumers but also allows marketing departments to be part of the conversation consumers have as they actively learn about product categories and evaluate choices.

As per a report by Internet and Mobile Association of India (IAMAI), India has crossed 100 million Internet users in Sep 2011, a growth of 13% over the last year. With the rapid growth in GSM subscribers in India touching a figure of 433 million and the number of online users touching a figure of 112 million, online and mobile phones have now become the important communication vehicles. Internet is now no more limited to the urban areas, but also has started penetrating in the towns and villages as well. A report published

by IAMAI (March 2011) states that about 50% of the internet users belonged to the small towns (<10 lakhs population).

Many digital campaigns came out to be fortunate for the companies. The Cola czars Coke and Pepsi reported an increase expenditure on the online campaigns to connect with their consumers.

Pepsi previewed its Shah Rukh Khan 'Sapera' (Snake charmer) campaign online before taking it to the television while their arch-rival Coca-Cola launched Coke Zone, a social media website which offers exclusive content and rewards. The huge success of Tamil-English number â&#x20AC;&#x153;Kolaveri di" even before its official launch has proved the power of online social networking platforms.

Consumers, who used to seek out family and friends for word-of-mouth product recommendations now read online reviews, compare features and prices on Web sites before making a choice.

A Push Digital Marketing would constitute companies promoting their brands via e-mail, mobile sms, RSS podcasting while the Pull Digital Marketing encompasses websites, forums, web logs

14

It is clearly observed that the Digital Channels offer marketers cost efficient opportunities for a brand to stay in touch with customers which not only improves marketing performance but also customer loyalty. With such lucrative prospects, it is not surprising that the digital channels have now become an important part of the marketing strategy.

MARKEZINE

August 2012

Mark-toon

The ladder is endless. Think Iâ&#x20AC;&#x2122;ll climb on !!!

15

MARKEZINE

August 2012

Mark Roadies 5.0

knowledge of brands quite effectively.

MarkUp, the Marketing club of IMT Ghaziabad organised the first competition of the academic year. With over 80 teams participating with the zeal and enthusiasm associated with a new beginning, what a grand success MarkRoadies5.0 was.

The event challenged the minds of the incoming batch, testing creativity, resourcefulness and presence of mind.

On the 1st of August the amphitheatre was abuzz with excited students waiting to get the show on the road. Thus began Round one, Mark Roadies 5.0. A Treasure Hunt and a time limit made the participants run all over the 15 acre campus. Inspired by the Game of Thrones and based on the 4Ps of Marketing the clues were mind boggling and sweat inducing. And that wasnâ&#x20AC;&#x2122;t all, Club MarkUp designed tasks which included creating an on the spot sales pitch, guessing the prices of items thus subtly introducing fundamental concepts of Marketing. The crossword puzzle tested

1618

Okay so second round and time for serious business. The objective was product development with emphasis on innovation, consumer understanding and creativity of the teams. For many of the participants, the concept was an entirely new one. But they gave it their best shot. Ideas and products ranging from Room Cleaning Service to Shopeaze rocked the competition. Further an indepth analysis of product, promotional strategies, and feedback tested our competencies as young marketers.

Karan Gandhi, Parth K Mannadiar and Karthik K and Aastha Malhotra , Varun Mangalik and Urvashi Chugh were adjudged a deserving 1st Place.

The team of Inderjeet Singh, Shreyy Singhal and Jatinder Sethi bagged the runner up prize.

All in all an interesting and fun event organised by Club MarkUp, and yet another feather in its cap.

MARKEZINE

August 2012

19 17 19