The Marksman - March 2014

The

MARKSMAN

K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. IV | ISSUE X | MAR’ 14

SPECIAL STORY Brand Brawls

>>14 FAUX PAS TESCO

>>17 BRAND MARKive

>> 07

ReWIND Coloured with MARKETING 2020: New horizon, New Challenges !!! >> 21

EDITOR’S NOTE Dear Readers, We welcome you to the March edition of “The Marksman”, wherein we discover the new colours of marketing as we celebrate the festival of Holi this month.

This edition explores the concept of “Sensory Marketing”, which helps us understand how marketing impacts a consumer’s five senses that eventually affects his perception or judgement of a brand. The article lucidly explains the process and winds up with few interesting examples.

Our Brand Markive focuses on the delicious desirable ice – cream chain, Ben & Jerry’s, a brand well known for its innovative flavour names. The endless brand warfare has been covered in the Special Story section, with a plethora of examples, it makes you ponder over these notorious brand activities. The Marketing Faux Pas section highlights the multinational retailer, TESCO’s positioning strategy during Christmas that went awry.

The Marksman continues to provide you Tweets, Buzz, Bookworm, Ad-itude, SquAreheaD, Hallmark Campaign, through which you can gain a better insight into the marketing world.

We feel content and motivated when we get a good feedback from our readers. Do share your views for this edition on www.interfacesimsr.com/the-marksman and stay connected with us.

Enjoy this journey of our March edition.

Happy Reading!

Team – Marksman The Interface,The Marketing Club at SIMSR @marksmansimsr

MARCH 2014

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CONTENTS TWEETS

03

IT’S ALL ABOUT AD-ITUDE

06

BRAND MARKIVE

07

COVER STORY

SENSORY MARKETING

SPECIAL STORY

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09

BRAND BRAWLS

14

MARKETING FAUX PAS

17

Hall-MARK CAMPAIGN

19

ReWIND

20

BOOKWORM

22

BUZZ

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TWEETS VOLKSWAGEN UNCOVERS ITS FIRST VIRTUAL COCKPIT Volkswagen unveiled James 2025, a prototype of the interiors of ‘the car of future’, at the opening ceremony of CeBIT 2014. It is a virtual cockpit where drivers can sit back and hand over all the controls of their cars by pressing just a few buttons on the panel. In the automatic mode, the steering wheel, seating position and the light coding changes and a large central screen gives the driver details of any planned trips.

Every James 2025 is installed with approximately 1.5 kilometers of wiring and more than 50 electronic control devices.

Their combined computing power is equivalent to 20 of the latest PCs present today.

AN ANDROID PHONE THAT LASTS 2 WEEKS WITHOUT CHARGE A Chinese company, Onyx has unveiled a MIDIA InkPhone, a 4.3inch device, which claims of a battery that can last for up to two weeks on a single charge. However, the smart device low on speed with a relatively low-end CPU having a small amount of RAM and 4GB of storage. Onyx will be available via Amazon.com in April 2014 for approximately $195.

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03

TWEETS MIT RESEARCHERS DEVELOP ‘FISH ROBOT’ MIT scientists have developed an autonomous robotic fish that can execute escape maneuvers, aiding it to change directions in just a fraction of a second, or almost as quickly as a real fish can. Carbon dioxide released from a canister in the fish's abdomen causes the channel to inflate, twisting the tail in the opposite direction. The fish can perform 20 to 30 escape maneuvers, depending on its velocity and angle, before it exhausts its carbon dioxide canister. A new version of the fish will be able to swim continuously for around 30 minutes.

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A USB DRIVE THAT TRANSFERS MOBILE FILES FASTER Without the need of an internet connection for uploading files to and from Google Drive or Dropbox, Leef's Bridge 3.0 flash drive provides a flexible alternative wherein you just need to plug in the connector and you can stream or copy content to and from your Android phone, tablet, PC, or Mac. The Leef Bridge claims to be compatible with some 40 Android phones and 16 tablets.

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TWEETS PASSWORDS THAT CHANGE EVERY MINUTE In response to the vulnerabilities of the archaic username - password formula, Winfrasoft has developed a new age alternative based on a four-colour grid with numbers inside that bear resemblance to a Sudoku puzzle.

Users select a pattern on the grid as their "password" and because the numbers inside the boxes change once per minute, the code changes too, making it far harder to hack.

AN ATM FOR FOOD The Atchayam Foodbox, installed at Chennai’s Koyambedu bus stand is the first-of-its-kind concept in food retail. One just needs to key in some commands and swipe a card to get food the foodbox. It serves everything from snacks to complete meals from popular restaurants in Chennai.

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IT’S ALL ABOUT AD-ITUDE Print Ad Client: City Administration, Ekatirenburg Russia Creative Agency: Red Pepper, Ekatirenburg Russia This is one of the most powerful print ads that has come in recent times. It reflects the horror of driving carelessly without using many words. The meaning is loud and clear. If you drive carelessly then you have many to lose, that’s why think of both sides. The kid in-front and the reflection in the mirror creates a sense of urgency in one about the danger that everyone inside and outside the car faces.The message at the bottom is clear and simple.

Television Ad Client: MTS Creative Agency: Creativeland Asia

MTS launched this new TVC on 28th Feb. Barely two weeks into its release, it has garnered around a million views on YouTube. The ad clearly shows the significant amount of internet usage in our lives through various sources. The best part of this ad is the selfie that the kid takes with the nurse on her phone just after he is born. This ad shows the importance of internet in our lives and how this is seeping into the youngest of the members in our families. Do take a look at this ad, it will surely tickle your ribs.

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BRAND MARKive Ben & Jerry’s Top of the mind recall for Ben & Jerry’s ice cream and it has to be an array of high quality ice creams, animated boxes and catchy ice cream flavor names like Late night snack, Bohemian Raspberry, Caramel Hatrick , to name a few of the 100 + flavors in their basket. They also have sorbets and yoghurts which are equally popular and scoop shop hits!

Ben & Jerry’s started in the year 1978 from a small shop in a renovated gas station in Vermont and have moved on to build a business that is as legendary and euphoric like no other. Ben & Jerry’s enrolled in a $5 correspondence course in ice cream making from Penn state and borrowed $4000 out of $1200 to kick start their business.

Within no time did they see success as their products were limited but made from the heart and with great passion and care. Soon they celebrated their first anniversary and were the first and only business to sell free ice cream all day long

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under the name, ‘Free Cone Day’ which continues till date in all the Ben and Jerry’s Scoop shops all over the world.

In the year 1983, Ben & Jerry’s made another landmark as their ice cream was used to build the largest ice cream in the world at Vermont and weighed 27102 pounds. This was the key to the treasure chest of success they had in store. With increase in sales and accelerated growth they set out with their first community service and pledged to make the world a better place in every possible way.

They set a precedent by discovering an unfamiliar clause about stocks and brokering, to establish a Vermont-only stock offering funds for a new manufacturing company. This step set the pace for them and led to the foundation of the Ben & Jerry’s Foundation which constantly strives for a change in the society and every employee is committed towards it.

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BRAND MARKIVE They believe, “you cannot make a difference unless you are a part of it” which holds true and is more than required in the current hardnosed world.

They have moved on to mark several milestones right from naming the first ice cream Cherry Gracia named after a rock star, Jerry Gracia who was a leading guitarist and has many songs under his name to raise their voice against the Recombinant Bovine Growth Hormone based on its adverse economic impact on family farming and public confidence in the wholesomeness of dairy products.

Also an effort was made to drive voter turnout amongst young people by partnering with Rock The Vote and leveraging the campaigning by bringing in the ‘Free Cone Day’ which managed to bring out over 11000 voters in a single day breaking records.

Ben & Jerry’s is a firm that grows along with the environment and society along with serving the best ice creams to one and all and bringing a smile on people’s faces which is the need of the hour to make the world a better place.

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THE MARKSMAN

COVER STORY SENSORY MARKETING Sensory marketing is defined as “marketing that engages the consumers' senses and affects their perception, judgment and behaviour�. As competition gets tougher and the race to capture the market quickly intensifies, brands are looking to sensory marketing as a silver bullet to strengthened communication strategies.

From a research perspective, sensory marketing implies an understanding of sensation and perception as it applies to consumer behaviour.

There is a strong interlink between the fields of sensory marketing and psychology.

That is why marketers working in this domain have to constantly refer to psychology or be in consultation with psychologists experienced in the related field. Along with psychology, biology especially the sub-domain of neuroscience plays an important part in understanding the behavioural changes to a sensory stimulus.

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There are 5 basic senses – haptics or touch, olfaction or smell, audition, taste and vision. The marketing model of sensory marketing is shown.

Sensation v/s Perception To fully appreciate the effectiveness of sensory marketing techniques, we have to first understand the basic difference between sensation and perception. In simple words, sensation leads to perception. When something appeals to our one or more of our 5 senses, we perceive something in response to the sensation. Scientifically put, sensation is what we experience when something impinges on any of our receptor organs and perception is our reaction to the sensation felt.

1.Vision Vision is the sense exploited the most by brands right from the child cradle days of advertisement.

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COVER STORY

COVER STORY

Colours, alignment, designs etc. have been used to arouse a sense of emotional connect between people and brands.

Pictures can play tricks with the mind.

What we see is not always the same as what we perceive to see. In the above figure, even though what we are seeing are parallel lines, the lines do not appear to be horizontally parallel. This illusion is a classic example by which the difference between sensation and perception can be clearly understood and once and for all be put to bed. All advertisements, be it on TV, out of home hoardings, banners posters etc. have to satisfy the basic criteria that they should be visually pleasing to the human eye. A lot of documentation can be found in this area and hence this article will concentrate on the other areas of sensory marketing.

2.Haptics When ordered hierarchically, haptics or touch comes first, right at the top. It is also the first sense developed in the womb of a mother and the last sense one loses at the time of death. The vitality of touch in the field of marketing cannot be stressed enough. Both interpersonal touch and product touch are important aspects in the field of haptics as far as sensory marketing is concerned.

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(i) Inter personal touch (humans touch humans) – trust and generosity.

It is a proven fact that sales increases when a salesman makes some sort of physical contact with the client, like a handshake . This is because when a human touches another human, it is the same as sending a message. The trust factor comes into account and by touch, it was found that the trust between consumer and salesman increases two-fold.

Similarly, research has found that the tip of the waitress increases by three times the amount of she actually physically touches the customer.

(ii) Product touch (products touching products) – disgust Just like how humans touching

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COVER STORY

COVER STORY

humans can either drive up or drive down sales, in a similar manner, products touching products can also have a significant bearing on sales. This concept comes into play especially in supermarkets where the products are many but the space is less, so the fact that products touch other nearby products is inevitable.

For example, if tampons are placed near a bag of potato chips, it decreases the appeal of the potato chips and this will result in lower sales. However this is not just limited to the supermarket. Location determination is an important parameter in the smooth functioning of a business. If a coaching classes centre is located just adjacent to a noisy factory, it is not likely to attract the same number of students as it would if located next to say a park.

3.Olfaction Biologists have established a definitive link between the olfactory receptors and human memory. None of the other 5 sensory organs have a direct connection to memory. This gives marketers a new dimension to explore when it comes to innovation in marketing. Scents can be used to enhance memory and strengthen brand recall. We see thousands of images every day; we are exposed to numerous brands each with their own gamut of products. Amid all this clutter of information, it is scent that will help us

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recall the where, when, and what of the things we see. Thus, smell helps us slice through all the unwanted clutter and remember what we want to.

4.Audition Pictures, banners, logos etc. are the more evident ties to a brand.

However, did you know that even sound can be used to recognise a brand? Even if we leave the field of marketing aside for a moment, we see that we associate sounds with activities happening all around us during the course of the day – the bark of the dog, the engine of the approaching railway train and many other such instances.

The classic sound of Microsoft Windows when one starts the computer or the trademark 2 second tone of the Intel Pentium chip, the once often heard start-up tone of the

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COVER STORY

COVER STORY

Nokia handset, though not so much now, all remind us of their respective makers. Often, as in the case of advertisements or other form of video ads, visual representation and audio speech go hand in hand. Sound accompanies picture. However, sound emitted from products is not the only ways to recognise a brand. When the imposing voice of Arnab Goswami rings through the television screens, it tells us that its 9 o’clock in the night and the folks at home are watching The NewsHour on Times Now. Music and advertising complement each other very well in the field of advertising. Faster tempos and quicker beats generate positive emotions. In restaurants, there will always be a background track playing. Even the choice of music goes a long way in increasing the sales of certain items. It was found that in a restaurant, when French music was played, the sales of wine went up and vice-versa the sales of wine declined when English music was being played. Music systems now find themselves in almost every touch point that a brand has with the customer, especially brick and mortar models. Be it a restaurant, supermarket, gym, mall or anything else.

olfaction – how the food smells, touch– how the food feels both in the hand and the mouth, sound – the crunchy sound created by biting wafers. All these come together to form our 5th sense that is taste.

If we take a look at the advertisements on television, we see that most of the food and beverage ads portray their products taste, touch and smell. This is obviously because ads that appeal to more than one sense have a better chance of a sales conversion. Some companies like Lays also advertise the crunchiness of their chips in their ads.

Taste is the only sense whose perception depends on other extrinsic factors like physical appearance, brand name, ingredients, packaging, advertisements etc.

5.Taste Taste is a combination of the 5 other senses.Vision – how the food looks,

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THE MARKSMAN

COVER STORY

COVER STORY

Sensory marketing around us

McCain Foods McCain foods ad shows this young boy enjoying a delicious french fry.

Notice how all the senses are depicted in this one picture. The french fry is in the shape of a smiling face which makes it visually pleasing.

The boy while holding the french fry also seems to be enjoying the taste and smell of the food he is eating.

Pond’s Pond’s, a major skin cream brand relies heavily on communicating their brands USP i.e. softness through touch. In the adjoining picture it can be seen that a man is measuring the softness of his wife’s skin by pulling her cheeks. This strategy adopted by Pond’s resulted in greater sales and soon its competitors like Dove, etc followed suit.

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To sum up, yes sensory marketing techniques have been in use since quite some time now, but it wasn’t until only very recently that it was christened as sensory marketing.

Brands accros domains appeal to our sense of touch, taste, smell, audition and vision through various techniques.

It is just that they were interacting with our subconcious mind. The next time you see an ad on television, try to relate it with this article and you will witness first hand how sensory marketing works.

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SPECIAL STORY BRAND BRAWLS: Comparative Advertising Strategy WHAT IS COMPARATIVE ADVERTISING?

Mercedes-Benz Vs. Jaguar

It is a sales promotion strategy wherein a particular product, or service, specifically targets a competitor for the purpose of showing why the competitor is inferior to it.

WHY COMPARATIVE ADVERTISING? Today’s competitive nature of the market drives more and more brands to indulge in this strategy of marketing so as to capture larger audience.

Rival brands have been ridiculing each other since time immemorial through a host of advertising mediums – from posters and billboard ads to print ads and videos. But right when it seems this form has fizzled out, some brands step up their game and openly deride their rivals.

The intense passion of each brand to showcase its’ product as the best, is what drives this strategy. There is something about Comparative Advertising also referred to as ‘knocking copy’, which does catch viewer’s attention. It does incite the mind and gets noticed widely. To prove my point, I will take you through some of the best exemplifications of this advertising strategy.

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In September 2013, Mercedes-Benz started a viral ad campaign to showcase their Intelligent Drive Magic Body Control which offered optimum driving comfort. The message they sent across was "What do chickens and MercedesBenz have in common? Stability at all times.“ Within 3 months, Jaguar decided to challenge Mercedes-Benz with their "Jaguar vs. Chicken" advertisement. They used a similar concept showing chicken stability throughout the video but with a twist at the end: "Magic Body Control?

We prefer cat-like reflexes, don’t you?“ Google Chrome Vs. Microsoft Archrivals Microsoft and Google have always been up against each other. When Google launched the ad titled Chrome: Now Everywhere, to promote their browser, Microsoft released an ad campaign titled ‘Scroogled’ in just two

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SPECIAL STORY

months and warned users about Chrome breaching their privacy. Microsoft lampooned Google Chrome’s ad by launching an ad titled ‘Microsoft Internal Google Chrome Bouncing Ball Now Everywhere’, claiming that Chrome tracks everything they do.

Google shot back that while Microsoft was engrossed in selling t-shirts, Google was working hard on Google Glass!

Samsung Vs. Apple

the next iPhone release, to be ironically checking out Galaxy S II. The ad not only openly mocked iPhone users with lines like "Why don’t you guys just get 4G phones?" but also took the opportunity to boast about their larger screens.

A month later, Samsung featured a poster on their Facebook page. It contrasted the Galaxy S II against a pile of an iPhone, obsolete cellphone, and a pair of empty tin cans.

PEPSI Vs. Cola As you know it, the rivalry is legendary.

The Coke vs. Pepsi conflict raged on for decades on supermarket shelves, fast food restaurants and the like. The fight has often gotten personal. Most recently, Pepsi attacked Coke's famed mascots: the polar bears and Santa.

These two tech giants are constantly involved in feud. This all began with Samsung’s ad campaign-The Next Big Thing, in late 2011 to promote their then new smart phone, Galaxy S II. The ad portrayed Apple fans, waiting in line for

Coke almost always held market share in carbonated But at times, Pepsi - fueled and more aggressive campaigns - moved ahead.

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the larger soft drinks. by smarter advertising

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SPECIAL STORY Pepsodent Vs. Colgate These two have shoved down each others’ throat for ages. HUL launched ‘Pepsodent GermiCheck Superior Power’ which allegedly disparaged Colgate’s toothpaste ‘Colgate Dental Cream Strong Teeth’. The Print Ad ‘Pepsodent now better than Colgate Strong Teeth’ directly mocked Colgate.

Beyond these catfights, the brands need to think for themselves: who will such fights benefit? Will it result in long term or just the short term growth in numbers?

The greatest danger of all is that it will lead to formulations of stringent laws by regulatory bodies in the country, thus adversely affecting the entire industry.

There is another dimension we need to look at. How Consumers perceive this advertising strategy?

I guess the perception is quite variable.

Where few might value the distinct information delivered from such ads, few might also consider comparative advertising a foul game. Is it worth the risk of sacrificing the latter consumer for the former? Or, is there a sacrifice at all? You be the judge.

In the heat of competitive battle, brands are likely to make tall claims to overthrow the competition, but these will only land them in a soup as the end consumer is bound to see through this farce.

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MARKETING FAUX PAS TESCO Big Price Drop In September 2011 supermarket giant brand TESCO announced “Big Price Drop” communicating it as an immediate help for families all over the country (U.K) in the tough economic times by slashing the prices across a selection of 3,000 everyday products - from milk to pasta, fresh fruit and vegetables, trying to tell its customers, how much it cared for them where it actually wanted to capitalize on the 3 crucial months of the Christmas season during which stores like TESCO and others generate their maximum revenue.

Normally under this section, we talk about the product, that in a way completely failed to make an impact due to different specific reasons like in one edition, we discussed how Maruti Suzuki Kizashi failed because of the wrong pricing. This time we are going to throw light upon an incident which makes us realize that when big shots of the market commit mistakes in their marketing campaigns and strategies, they realize the disadvantage of their own size which they boast of, because the repercussions are in proportion to that. Well, coming to the marketing faux pas that we are going to talk about this time, is when TESCO went wrong with one of their marketing campaign.

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But this campaign actually caused a whopping 15 percent drop in its shares. According to TESCO itself, 5 billion pounds were lost on the price cutting campaign, failing to draw enough customers in to justify these lower prices.

The analysts said, that the campaign failed with consumers nationwide simply because TESCO had failed to ‘capture consumer mood’ and the need of the hour for TESCO keeping in mind its recent sluggish performance.

For last few years prior to that, TESCO was trying to push products relentlessly by introducing one price promotion after another, and when it was the correct time, the Christmas season, to regain the

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MARKETING FAUX PAS customer trust by focussing on creating superior “shopping experience” which its competitors were providing in a better way than TESCO, another price promotion, the “Big Price Drop” followed which had to backfire. Value propositions like product availability, service and the quality of product were not at all part of the campaign.

The brand further suffered a big blow due to this faux pas. The incident made them realize that the average shopper expects more than just ‘big and cheap’ which is actually why family orientated Sainsbury had a record breaking Christmas financially around the same time.

With the name of the campaign as Big Price Drop, all the attention went on being just about the price, which emphasised negative perceptions regarding the quality of products, whereas rivals of Tesco were able to be more sophisticated with their marketing. They were communicating more concrete and relevant messages in their campaigns and the pricing component was not the leading driving force to attract customers.

Like one of TESCO’s biggest rival Asda did with “Asda Price Guarantee”, which offered to give customers the monetary difference if it was not 10% cheaper than rivals, and “Sainsbury's Brand Match” system meant no supermarket stood out in the price war anyway.

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These other brands made sure that the pricing aspects were communicated as an added advantage (and not the core value proposition) or a perk that the customer would get if they shopped with them. In their campaigns, the pricing component was not the leading driving force to attract customers, it rather came as an added advantage.

TESCO could have avoided this failure, had they focused upon delivering quality products with least out of order incidents and communicated the same thing in their campaigns.

After having dealt with delivering the core services in efficient and correct manner they could have definitely focused on providing regular discounts to compete with its competitors.

This marketing faux pas not only taught TESCO a lesson, but also made other similar companies realize the importance of understanding the priorities of their customers and focusing on delivering the core value proposition in the best possible manner.

Another lesson learnt was that every marketing campaign should be designed after a detailed research keeping these things in mind.

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Hall-MARK CAMPAIGN UTEC Hallmark Campaigns are about recent advertising campaigns that have broken the mould. But once in a while, some campaigns manage to do more than that.

They change lives.

Something similar happened in Lima, Peru.

Lima is the largest city in Peru. It is also one of the driest places on the planet receiving up to just 1-6 cms of rain annually. However, the humidity in Lima is a mind boggling 90%, which means that it is full of water vapour. A lot of potential but little action.

A very similar thing was happening in an engineering college of the city. Lot of potential but very less students. So, to make engineering more attractive to the students, Peru's University of Engineering and Technology approached the ad agency of Mayo DraftFCB, who came up with this brilliant idea of a billboard which would convert Lima’s H2O-saturated air into potable water.

I will not bore you with the physics involved in the process but a little basic information never hurt anyone. The billboard uses electricity, just enough to power the reverse osmosis filtration system that is present inside the billboard.

The filtered water is then stored in the tanks that are located in the pole that supports the board.

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At the bottom of the billboard, is a tap through which anyone can drink to their heart’s content. The billboard also requires winds of at least 15 mph to generate enough power for the compressor and in a desert city like Lima, it is definitely not a problem.

According to Mayo DraftFCB, the billboard has already produced 9,450 liters of water (about 2,500 gallons) in just three months, which it says equals the water consumption of “hundreds of families per month.”

After all this, the question remains how affective the advertisement campaign actually was.

Since the billboard's installation, UTEC reports a 28 percent increase in enrolment. Results like that may attract the attention of private companies looking for new ways to advertise.

UTEC has not yet announced plans to install more billboards in Lima or to make the technology commercially available elsewhere, but the project has started new discussions about how to provide access to clean water. The main grudge that people usually have against billboards is that they mar the local scenery. Looks like UTEC and DraftFCB have managed to put that debate to bed too.

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ReWIND Workshop on Brand Building and Advertising A workshop on brand building and advertising was conducted by two of the most eminent personalities from the world of branding and advertising - Mr. Ambi Parameswaran, Advisor, Draft FCB+Ulka, and Mr. Kinjal Medh, Marketing Head at National Stock Exchange of India Ltd. They are also the authors of ‘Brand Building Advertising’ a book which consists of various case studies on Indian brand building and Advertising. Mr. Ambi Parmeswaran is also the author of ‘For God’s Sake’ a renowned book on the business of religion.

The workshop was attended by the students of K.J Somaiya Institute of Management Studies and Research from various courses, and also by the faculty members. The workshop was divided into two sessions forenoon and afternoon with the stalwarts enlightening the participants with some of the best strategies followed by the top brands in the world.

The forenoon session witnessed Mr. Kinjal Medh, delivering an extremely brilliant workshop on brand building. He started off by sharing his experience in the industry, being a marketer, followed by valuable insights into the world of marketing and brand building.

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He then discussed various case studies on Indian brands, and how these brands have succeeded to achieve great milestones in the industry. A few of the brands that he discussed were Naukri.com, Amul, Zod, and Tata indica, Tata Indigo, Compaq and TCS. The afternoon session saw Mr. Ambi Parameswaran, who being a renowned AdMan, giving valuable insights with regards to the world of advertising. He spoke about advertising in the 1980’s, and how it has evolved over the years.

He shared some spell binding creativity that Draft FCB+Ulka has put into advertising of various Indian brands.

He took up an in-depth analysis of such case studies of brands like Santoor, Amul, Tropicana, Whirlpool and Mint-o-Fresh and how these brands were able to garner the required mindshare among the target audience through their efficient advertising strategies. The workshop had its own touch of difference wherein the participants had a ‘fun-hour’ organized by Mr. Parameswaran himself!

THE MARKSMAN

ReWIND Marketing 2020 : New Horizon New Challenges SIMSR has always been on the forefront when it comes to giving an opportunity to the students to enhance their Marketing acumen. The 2nd Marketing Round Table Conference was held on the 13th March 2014.The topic of discussion for this conference was to discuss Marketing in the year 2020. The main attraction of this year’s Round Table Conference was the key note speaker. SIMSR was honoured to have on campus one of the leading ladies in the Indian Business circles Ms. Vinita Bali (MD – Britannia Industries). A transformational leader, Ms. Bali has won several awards and accolades for her business acumen and leadership. In 2009 she was named Business Woman of the Year by The Economic Times and ranked 18th among the world's top 50 business women by The Financial Times. She also featured among the 33 women who have done India proud. An opportunity to interact with a personality who achieved a lot in the area of Marketing is a chance of a lifetime and we SIMSRites surely did make the most of it. This was evident from the overwhelming turnout that we had in our auditorium. It was full till the brim with students even occupying the stairs. The event started with an introductory speech by our Director, Prof Dr. Satish Ailawadi followed by the introduction of the Dignitaries of the event, Ms. Vinita Bali and Mr. Samir Somaiya by Prof. Dr Monica Khanna.The topic of the conference was

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introduced by Prof. Isaac Jacob who through his presentation took us through the advances that can be expected in the fields of marketing from a consumer’s perspective.

Post the Introduction Ms. Vinita Bali began her presentation which was mainly focussed to make us understand what a “Brand” is and how the top brands have achieved success over the years. The presentation began with Ms. Bali stressing on the importance of an insight and how it can make a difference if appropriate insights are garnered and leveraged upon in the field of Marketing.

The Event concluded with a Q&A session where students asked various question to Ms. Bali who responded to them with poise and clarity. The replies were crisp and to the point but yet very comprehensive. The 2nd Marketing Round Table conference has definitely helped in moulding the thoughts of we, the aspiring marketers.

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BOOK WORM Web Analytics 2.0 - Avinash Kaushik

“Web analytics is a mystery, not a puzzle,” declares Avinash Kaushik, Google Analytics evangelist. “A puzzle has a factual answer waiting to be found. Mysteries rarely do.”

With his latest guide on web analytics measurement, the author encourages the reader to be comfortable playing Sherlock with web data. Web analytics measures the behaviour of a website surfer. It measures things such as the number of visitors, time spent on a particular site, and bounce rate (the percentage of visitors who leave a site in 3 seconds or less). Data from web analytics is used to help improve a website for users by comprehending their requirements while surfing.

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According to the author, the benefits of evaluating web analytics data are endless, since a website can be used for registering for a cause or selling a product. Given the recent announcements of real-time search, coupled with the growth of social media tools, website owners who conduct retail online or rely on websites to engage customers imperatively need to understand their customer’s behaviour contributing to the sales in the longer run.

But web analytics is still in its novelty to a large extent. Majority of the firms are still struggling to understand as to how they can transcend big data obtained through the internet into substantial meaningful info which can then be later incorporated to support important management decisions. In fact, the mindset regarding online presence is yet to catch up with some industries outside of media, where some managers are still caught up in ambiguity regarding the benefits of web analytics, equating consumer’s behaviour in T.V and internet.

Web Analytics 2.0 relates analytic metrics and measurement techniques to business value and decisions. The author thoroughly covers the essentials, such as selection criteria for choosing a web analytics solution vendor and steps for analysts to become analytics “ninjas” in evaluating data and reporting to management.

This book is a “must buy” for every aspiring and seasoned web analyst out there and for anyone who has a penchant for big data analytics.

THE MARKSMAN

SquAreheaD

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BUZZ ACROSS

PUZZLE 2.

3.

4.

7.

1.

5.

9.

6.

8.

1. Which monument was built to commemorate the visit of King George V and Queen Mary to Mumbai?

5. Which country has joined Euro zone as the 18th member.

6. Which country is known as the ‘Land of the Midnight Sun’?

8. Who has been awarded with France’s highest honour, the Legion d’honneur in 2014?

DOWN

CLUES

2. Which fashion house has a horse as the logo?

3. What is the currency of Uruguay?

4. In which state is India’s largest civil aviation exhibition, India Aviation-2014, inaugurated by Minister for Civil Aviation, Shri Ajit Singh?

7. Which state in India is the largest producer of Soyabean?

9. Matteo Renzi was sworn is as the youngest prime minister of which country?

Answers: Across: 1. Gateway Of India 5. Latvia 6. Norway 8. Danielle Steel Down: 2. RalphLauren 3. Peso 4. Hyderabad 7. Madhya Pradesh 9. Italy

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THE MARKSMAN

The TEAM THE TEAM TWEETS by Aanchal Loya

It’s all about AD-itude by Alakh Krishnani

Brand MARK ive by Megha Gupta

COVER STORY by Dylan Menezes

SPECIAL STORY by Pavanshu Aggarwal

HALLMARK CAMPAIGN by Asheeb Singh Raina

BOOKWORM by Ritika Bramhe

SquAreheaD by Prashanti Kasinathan

BUZZ by Shweta Panikker

FAUX PAS by Kapil Maggo

ReWIND by Aditya Basrur Saqib Rizvi

PROOF READ by Shweta Panikker Niharika Srivastava

DESIGNING by Meera Thacker Niharika Srivastava

PROMOTIONS by Ishaan Srivastava Meera Thacker

MARCH 2014

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