The Marksman - November 2013

The

MARKSMAN

K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

VOL. IV | ISSUE VI| NOV’ 13

SPECIAL STORY Responsive Web Design

>> 11

HALL MARK CAMPAIGN The Dove Real Beauty

>> 16

BRAND MARKIVE The Evolution of Royal Enfield

COVER STORY “REBRANDING”

>> 05

EDITOR’S NOTE Dear Readers, On the back of the festive season, Team Marksman is out with yet another fabulous issue for the month of November.

We kick-start this month's issue with our regular sections of Tweets, Ad-itude before moving on to our section on BrandMarkive. For all you hardcore bikers out there, this is not one to miss as it talks about the evolution of one of the great veterans in the 2-wheeler industry - the mighty Royal Enfield.

We have chosen 'Rebranding' as the topic for our cover story which will enlighten us on how and why brands should redefine their strategy in times of continuous change. In our special story, we look at how technology and in particular 'Responsive Web Design' is revolutionizing the playground for digital marketers.

In our section on the Marketing Faux Pas, we look at the reasons behind the failure of Pond's toothpaste. SquareHead gives us a lightheaded view of the placement season that lies ahead while the Hallmark Campaign and Bookworm articles both serve to broaden our horizons and add engage our minds in intriguing thoughts.

Our Call for Articles section has always been a thumping success and this month is no different. A word of appreciation to all our writers and contributors. We would like to extend our heartiest congratulations to the winners - Nakul Gupta, Bhanu Pratap Singh and Aniket Varadpande for excellently worded articles that reflected originality in thought. Keep writing!

We constantly look to bring to you the latest trends featuring in the marketing world. Your feedback is most valuable to us. Connect with us on www.interfacesimsr.com/the-marksman to leave your views and suggestions.

Thank You and Happy Reading!!

Team MARKSMAN The Interface-The Marketing Club of SIMSR @marksmansimsr.

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NOVEMBER 2013

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IT’S ALL ABOUT AD-ITUDE

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BRAND MARKIVE

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COVER STORY REBRANDING

SPECIAL STORY

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Responsive Web Design

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MARKETING FAUX PAS

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HALLMARK CAMPAIGN

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BOOKWORM

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BUZZ

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C o n t e n t s

TWEETS

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TWEETS Nach Baliye 6 to give viewers 'never seen before glimpse' through Twitter

Thanks for copying us: Nokia mocks Apple and Samsung Immediately after the launch of iPhone 5c, Nokia’s UK Twitter handle put out a tweet that said, “Thanks, #Apple” which had a picture of coloured Lumia phones.

“Imitation is the best form of flattery”, said their tagline. As you can see, Apple’s color range is quite similar to the Lumia device.

But to be fair to Apple, the green, red and blue colours offered are not similar to the colours offered in the Lumia range.

Previously, Nokia had also lashed out at Samsung and Android 4.4 KitKat as well.

Nokia Germany’s Twitter handle tweeted a picture saying ‘Have a Break… with the picture of a broken Samsung Galaxy Phone.

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Star Plus has got into an exclusive association with Twitter India to introduce the Nach Baliye Twitter Mirror.

The Nach Baliye Twitter Mirror, a ‘high engagement tool’, is a permanent installation on the sets of Nach Baliye, and will give all the celebrities of the show a chance to get clicked through the Twitter Mirror, and then automatically tweet that picture.

It will give fans "a never seen before glimpse" of all the candid moments between the real life celebrity couples, as well as of the judges on the show.

With the emerging necessity of social media presence and Twitter being the world's leading real-time information network where users follow, share and experience content that is live, public and conversational, Nach Baliye Twitter Mirror would definitely help Nach Baliye engage and grow its audience in a more authentic manner.

NOVEMBER 2013

IT’S ALL ABOUT AD-ITUDE Print Ad Client: Pepsi Creative Agency: Buzz in a Box

The well-known marketing rivalry between Coca Cola and Pepsi just got more intense when Pepsi posted an image of one of its cans wearing a Coca Cola cape as a Halloween costume.

Such bold and humorous tactics got mixed reviews in the ad world. This ad created by Advertising Agency Buzz in a Box, Brussels, Belgium posted on Ads of the World’s Facebook page went viral reaching over 1million people on Facebook in just 24 hours. It also generated lots of tweets on Twitter and Google+. Coke hasn’t officially responded yet, but someone has posted a brilliant comeback on their behalf.

Television Ad Client: Cadburys India Ltd Creative Agency: Ogilvy India

We are sure that you all remember the 5 star ad involving Ramesh, Suresh and their “Pitaji’s patloon”! After that successful ad, Ogilvy has come up with yet another hilarious ad campaign for Cadbury 5 star with about 8 different ads involving a common theme which says 5 star is “Now Softer” and employing a twisted catchphrase “no hard fillings” which is a play on the cliché “nohardfeelings”. Be it the one with cricket ball & China or the one with Toaster and Burnt Toast, each one of them manages to bring a smile to your face. Search for "no hard fillings" on YouTube to see them all.

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BRAND MARKive

The Evolution of Royal Enfield

Made like a gun, goes like a Bullet When we hear the name of Royal Enfield, it’s not the bike that comes in our mind but the voice that distinguishes it from other motorcycles.

This company which started out by manufacturing motorcycles for Indian Army is now a popular brand of motorcycles that exports its products toIn a1955, little over 20 counties. the Indian government were on the lookout for a suitable motorcycle for its police and army, for use patrolling the border. The Bullet was chosen as the most suitable bike for the job. The government ordered 800 350cc model Bullets, a huge order for the time.

Royal Enfield was the name under which the Enfield Cycle Company made motorcycles, bicycles, lawnmower s and stationary engines.

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The Royal Enfield and Bullet names are derived from the company's links with the Royal Small Arms Factory in Enfield, London. The legacy of the weapons manufacturer is reflected in the logo, a cannon, and their motto "Made like a gun, goes like a bullet". Earlier, Royal Enfield produced bicycles at its Redditch factory until it closed in early 1967. In 1956, Enfield of India started assembling Bullet motorcycles under licence from UK components, and by 1962 were manufacturing complete bikes. Enfield India bought the rights to use the Royal Enfield name in 1995. Royal Enfield production plant, based in Tiruvottiyur, Chennai, continues to provide world class bikes. Royal Enfield is now the oldest motorcycle brand in the world still in production with the Bullet model enjoying the longest motorcycle production run of all time.

The Craze Royal Enfield has stayed away from conventional mass media advertising and focussed on building its brand around values that the it stands for riding and eating up the miles. It has very much positioned itself as a cult brand and focuses on making Enfield owners interact with each other by organizing various rides and events to further strengthen the cult status.

NOVEMBER 2013

BRAND MARKIVE Royal Enfield strongly promotes leisure motorcycling as a lifestyle and encourages Royal Enfield owners to keep riding. To this effect, the company organises annual events and rides such as the tour of the Rann of Kutch, the Himalayan Odyssey, the tour of NH 17 (Mumbai to Goa), the tour of the North East, the Tour of Rajasthan, the tour to different countries like Nepal and Burma, and the Southern Odyssey. The Annual festival of biking, Rider Mania, which happens in Goa and attracts Royal Enfield riders from all over is also organized by Royal Enfield. In addition to organizing events, Enfield owners can interact with other Enfield owners on the company website for planning trips.

The website allows users to enter their trip details on a calendar which everyone can view. One can leave their contact details and other users can contact them and join them for the trips.

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Royal Enfield Motors, India produces various models, Royal Enfield Bullet 350, Electra 4s, Electra 5s, Machismo 500 and Classic. In 2012 they launched Thunderbird 350cc and currently it is priced at around 1.3 lakhs. The name Royal Enfield has stuck around for 3 centuries now and is one of the most trusted brands of motorcycles in the world.

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COVER STORY REBRANDING

Remember that little street boy, Gattu holding a wet paintbrush in one hand, endorsing Asian Paints? How he was adored by everyone! Despite gaining all the popularity and being so loved, why did Asian Paints have to say a goodbye to him? It’s because they decided to shift their target group from the mass market to an urban middle class one.

This was a critical part of their rebranding strategy.

Rebranding is a marketing strategy wherein a new design, symbol, name or meaning altogether of an established brand is created. The goal is to form a new perception in the minds of its customers, partners, stakeholders and competitors. This new perception can alternately be referred to as repositioning of an existing brand. It may involve fundamental changes to the brand logo, the advertising themes, name, marketing strategy or the image of that brand.

Rebranding is essential as it revitalizes a brand, keeps it abreast with the current market scenario and is more relevant to customer’s needs and preferences. It is applicable to new products, mature products and even products that are still under development. Although rebranding usually is planned and strategized, there may occur, emergency situations such as bankruptcy, where rebranding needs to take place.

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The motivation behind rebranding includes several factors and at times may also be a combination of few. Mergers, demergers and acquisitions lead to changes in business ownership and there it becomes vital for a brand to make the change visible. As we all have seen after the spilt up off Hero Honda, the extravagant attempt of Hero with the A.R Rahman song, “Hum mein hai Hero” hit it off well and also clearly made its rebranding evident.

When a brand wants to target the global market, it needs to take the county’s culture into consideration. Hence, many a times rebranding is done to blend well enough with the country’s culture and to build a connection with its citizens. Many a times due to unforeseen circumstances a brand may have a negative reputation in the market. In such a case, undergoing rebranding can help a brand seem like it’s starting afresh.

NOVEMBER 2013

COVER STORY

COVER STORY

Brands need to be updated and trendy.

Therefore, to be at par with the modern world they need to rebrand as otherwise they may come across as old fashioned.

Over the time as a result of current market trends, they may also wish to change their target audience which obviously requires them to rebrand. A change in the brand portfolio is another reason to bring about a change in the branding.

The challenge in rebranding is that it isn’t a daily process, so even a minute error can cost a fortune to the brand. There exist some tricky traps that organizations can get stuck in if no attention to detail is paid because in rebranding the smallest of negligences can ruin the plan. Some of these traps occur when brands: 1. Cling to history 2. Fail to step into the customer’s shoes 3. Believe rebranding costs too much.

4. Bypass the basics such as improvising the website 5. Rebrand without enough research 6. Do inefficient competitive analysis 7. Don’t leverage existing brand equity and goodwill

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A successful rebranding effort is built on the concept that a brand has to occupy a place in a consumer’s mind so that when a need arises, a consumer automatically associates a problem with a specific solution, or a brand.

There have been many such brands which have effectively been able to rebrand.

Star India

Star India revamped the branding of its sports network by investing around Rs 20,000 crore. They have unified six of its sports channels and one sports website.

By changing the names of channels such as Star Cricket and acquired ESPN etc to Star Sports 1,2,3,4, HD1 and HD2, they’re trying to highlight the brand name Star as a whole. Channels that are not fixed to a particular game also gives Star the convenience to be more flexible in its content on channels. In this way they will be able to increase the overall content available on the game and innovation more such as, Star Power to attract viewers in larger numbers.

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COVER STORY

COVER STORY

Airtel

UTI Bank – Axis Bank

Along with Airtel strengthening its mobile network, it has also entered the areas of broadband, 3G, DTH and landline. It is now an umbrella brand including all these operations. Airtel also hit the global market with operations in Africa, Sri Lanka and Bangladesh. Considering this fast paced expansion, Airtel came up with a logo communicating unity to its consumers, stakeholders and partners. They wish to amplify the brand experience across the countries. Apart from this, Airtel’s new logo seems to be very close to that of Videocon and Vodafone. This uncanny resemblance is definitely creating a lot of buzz as to what could it mean?

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In 2007, UTI Bank rebranded itself as Axis Bank. This name was chosen because it seemed simple, crisp and straight forward. It had the power to penetrate into various locations as it depicted stability. In addition to the marketing campaigns, the bank communicated the change in name of the bank to its customers personally and well in advance. Effective measures were taken to prevent its customers from falling victim to phishers who could take the advantage of any confusion arising out of the rebranding. They also reassured the customers that they would be offered the same level of service and professional expertise from the bank’s end. This was clearly evident by their campaign that said, “Everything is the same except the name”.

Godrej Changing from the standard red to the vibrant colours in the logo, Godrej’s aim is to reach out to the future consumers. With detailed research it was discovered that the

NOVEMBER 2013

COVER STORY

COVER STORY of a product could lead to a drastic dip in its sales? Tropicana’s consumers were much attached to its packaging that they couldn’t digest the new one.

They couldn’t relate to it. The backlash by the consumers was quite powerful and soon Tropicana changed it back to its original packaging.

youth addressed Godrej as a “parents or grandparents brand” implying that it’s old fashioned and not at par with the modern world. Thus, the brand decided to reposition itself as more youthful while maintaining its core values of trust and quality. They attempted to modernize by using innovation as they key. For example, they have advanced from locks to security solutions.

Rebranding can surely make or break an established brand. It also involves prolonged and careful planning and implementation with exorbitant costs.

However, when executed effectively it is surely worth the shot. It helps the brand remain up to date with current happenings and successfully address consumer’s changing needs. As a result, always being around the consumers in their positive visibility.

Tropicana

Along with all the successful brands, there are some whose rebranding efforts have turned out to be a disaster. Tropicana is one such case. Did you ever imagine only the packaging

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SPECIAL STORY Responsive Web Design

The world has already moved from offline to online and brands have kept pace with the changing trends in order to gain the most out of the evolving technology. Now, as even more advancement in the digital technology is seen through the evolution of the tablet and the smart-phone, it becomes imperative for brands to provide a unified viewing experience to the user across all these platforms. A dedicated online or digital marketing strategy for companies have gone from good-to-have to must-have.

Until some time ago, companies had a dedicated website for desktops or laptops and a separate mobile version of its site that could be accessed from handheld devices. Another approach could be to provide an app instead of a mobile site, but this approach can only target a specific number of users. However, with the number of operating systems available for mobiles (android, iOS, windows etc.), the idea of an app becomes a time consuming and cost ineffective effort.

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Responsive web design (RWD) or to use the more technical term, "media queries" is a solution to this problem of providing the user with a uniform browsing experience. The term that is attributed to web designer Ethan Marcotte, simply means a web design that adjusts itself to the viewing device of the user, be it a laptop, desktop, mobile device or a tablet.

A website that employs the responsive design technique will adapt itself to the screen size of the visitor. By reformatting the website content according to the size of the viewing screen, responsive design allows websites to do away with their respective mobile counterparts thus providing a common browsing experience on all digital devices.

A single site without having multiple versions to accommodate for various devices means time and effort saved on its maintenance. It is quite simple really. You write your content once, publish it once and view it anytime, anywhere on any screen.

However, RWD should not be necessarily seen as a cost and labour saving initiative. The resources spent in having two distinct versions of a site will now have to be spent in planning and strategising on the design and content of the layout.

NOVEMBER 2013

SPECIAL STORY

One must remember that responsive design does not stop with fitting the website on the screen on the viewer.

Since form follows function, all call-toaction graphics must be designed by keeping in mind the whole world of touch screen users. Suppose someone is on her way to your restaurant, your responsive website should have the functionality of hooking up with the maps so that she can navigate to the restaurant. It also involves hiding, stacking, collapsing, expanding the data according to the display device. For example, a normal website may have 10 paragraphs of an article, but with responsive design, a few of those paragraphs can be hidden for comfortable viewing on the mobile.

Impact on Search Engine Optimization (SEO) The way and manner in which RWD is implemented can affect a positive or negative impact on SEO. Google lowers the rank of pages with duplicate content, so having two separate sites for the desktop and mobile versions can negatively impact SEO. However, employing responsive design does not necessarily mean having and improved SEO. One of the factors Google uses to

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determine page ranking is the response time taken to load the page. Since responsive techniques have to determine the size and width of the browser before rendering the page, this can result in a significant increase if the page load time if not designed properly. RWD is thus best suited to sites that have fewer than 50 web pages and whose content is not on the heavier side.

Responsive Email Design While responsive web design is gaining a lot of traction, for e-marketers it is responsive email design that will be their bread and butter for the next few years. A survey reported that about 50% of the people access their emails from a smart phone, and that number is only going to increase. This was what started a nightmare for content marketers as they now needed to be ruthless with their content and use short action-oriented messages rather than long descriptive ones. If a particular promotion email does not conform to the screen size of the mobile device that the user is using, or if the user finds it too difficult to browse through the promotional message, he will simply abandon all efforts to do so. There is very little scope of him coming back to his desktop computer to access that particular promotional message again.

Promotional messages need to create an impact at the very first view and content marketers are looking at responsive email design to make sure that their promotions have a high click through rate.

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SPECIAL STORY Problems with RWD While much of this article glorifies responsive web design, RWD is not all that easy to employ. Images and embedded videos are the elephants in the room for RWD. RWD not only scales down images when the viewing device has a smaller screen but also magnifies them when the width or height of the browser is increased. This requires that images of only high resolution and impeccable quality be put on display on the website. Think proportion, not pixels.

Is it a must? No Suppose you have to book airplane tickets for your next holiday. You would obviously prefer doing it over the laptop or desktop. That is because a laptop or desktop provide a far more convenient option since the process of booking tickets can prove to be a tedious and time consuming affair. Similarly, for an online check-in when you are en route to catch your flight, an app would be your go-to option. Another example would be that of a car purchase which is a family decision and requires a lot of research. It is not possible to carry out such an extensive study on a handheld device. Mobile versions of the site are used to provide dealer information like location, contact numbers etc. In such cases it works best to have separate versions of the same site for desktops and mobile devices.

The conclusion is that there are numerous digital touch points in our lives and we prefer to use devices that suit us as the occasion demands. That is why responsive design is not a solution to all of them. Hence, before adopting

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the RWD approach, an exhaustive study has to be conducted which assesses the need, feasibility and productivity of RWD. What the future holds?

It is fair to say that RWD is in a still in a nascent stage but the trend is fast picking up and more and more websites see value in adopting the RWD technique to style their website. While it may seem of little significance now, responsive web is a global standard adopted by W3C (keeper of web standards) and Google (keeper of our jobs). Such technical jargon being thrown around in a marketing magazine may seem superfluous, but as managers, we would be in a better position in our organization if we knew how and why technology works the way it does. The need for a detailed understanding of RWD and its impact on digital marketing cannot be underestimated.

Here are some of the websites that have best used responsive web design: http://www.wendys.com/ http://www.mitsubishi-motors.com.au/ http://www.wwf.org.uk/ You don't need to open the same site from your desktop and mobile to see the how RWD works, instead, just change the width of your browser and see how the site adjusts itself to fit on the newly defined width.

These are just a few of websites of the many available. With its benefits clearly visible for everyone to see, you can expect a large number of other sites to jump on the RWD bandwagon. So don't hold your breath, because RWD is here to stay!

NOVEMBER 2013

MARKETING FAUX PAS Faux Pas- Pond’s Toothpaste When you hear the name ‘POND’S’, what is the first thing that comes to mind? A cream? A moisturizer? Something that you apply externally on the skin (‘externally’ being the key word here)? However, someone at HUL had the ‘brainwave’ of making a Pond’s toothpaste! Yes, you read it right. A toothpaste with the same brand name as the face cream or talcum powder that you use. A classic case of product failure due to brand perception.

When it comes to cosmetic products, Pond’s is one of the most well-known names in the Indian market. In 2001, the company came out with a toothpaste, which even has its own fan page on Facebook. Before launch, a blind test was conducted and the officials were satisfied with the results. However on launch, the product just did not sell. This is/was a classic case of product failure by extension or perception. As a brand, Pond’s has always been associated with face creams or even talcum powders. To attach the brand name with something that needs to be ingested to make it work, somehow just did not fit right in the minds of the consumers. It would have probably worked with something like a soap or a shampoo.

Toothpaste was a bad idea.

Every brand needs to expand its horizon, to become an all-encompassing brand.

However, they need to be very careful in regards with the kind of segment that they are entering into. One wrong move and all the money spent into various activities like

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development, marketing, retailing, etc, goes directly into the drain.

To the daily users and consumers, the name Pond’s conjures up the images of creams and cosmetics so applying something with the name of Pond’s on it on their teeth and ingesting it, seemed totally inappropriate. While the basic premise of the cosmetics and a toothpaste are basically the same i.e. staying fresh, the consumer mind does not work that way. The policy that was adopted by the Pond’s management was to have the

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MARKETING FAUX PAS toothpaste smell similar to their cosmetic products. This was the one singular fatal mistake leading to the untimely demise of the toothpaste.

As a marketer, it is important to understand that you cannot simply extend a brand to other categories because the core values are the same. Tomorrow if Amul comes up with a soft drink or Kingfisher with something called as ‘Kingfisher Milk’, any guesses on how those products would fare? They would tank and how! A similar thing happened with the Harley-Davidson’s range of perfumes and deodorants. A brand which is known for its macho, rough and tough image, coming out with a line of perfumes caused a huge uproar in its loyal fan base. Also it left the consumers confused. “Are these perfumes supposed to smell like bikers or are bikers supposed to wear these perfumes?” But I digress.

In the process of capitalizing on the Pond’s brand, the company fell in a deep ditch!

The toothpaste sector is a small sector.

There are just 2-3 big players and they completely dominate the market, making it almost impossible for any new entrant to make any kind of an impact. Plus this is a sector which doesn’t even need any kind of innovation or new products, unless it is something very radical. When a brand extension is done, it is to strengthen the core values of the brand and with every extension done, the core must remain unchanged.

Apart from the most basic reasoning of wrong brand extension, it is important to know the other reasons behind the failure of the product. Inspite of the satisfactory blind test results before launch, it is interesting to note that consumers were unable to differentiate between the taste of the market leader Colgate and the toothpaste from Pond’s. The major point of success of a new product is its USP, Unique Selling Point. What is in this that is different from the others. Simply put, Pond’s toothpaste just didn’t have any. All this added points to one and one thing only. A lack of market study. We know HUL is the market leader in most cosmetic products, but taking the consumers for granted is a very big mistake that no company can afford to make.

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NOVEMBER 2013

Hall-MARK CAMPAIGN Dove Campaign This time MarksMan has a campaign that is still going on, so you must have heard about it or read about it.

Before reading further I want you to see a video for the link which is right here: http://www.youtube.com/watch?v=XpaOj MXyJGk Imagine a World Where Beauty is a Source of Confidence, Not Anxiety.

The dove Real Beauty campaign started in 2004 to understand the wider and deeper meaning of the word ‘Beauty’ and spread awareness about the same.

The campaign started a global conversation about the need for a wider definition of beauty. The study’s findings were that only 2% of women around the world would describe themselves as beautiful. Since 2004, Dove has employed various communications vehicles to challenge beauty stereotypes and invite women to join a discussion about beauty.

In 2010, Dove evolved the campaign and launched an unprecedented effort to make beauty a source of confidence, not anxiety, with the Dove Movement for Self-Esteem.

Widening the Definition of Beauty The Dove Campaign for Real Beauty was carried out in short movements every year. Each is described in brief here. 2004: The Campaign for Real Beauty launched in September 2004 with a much talkedabout ad campaign featuring real women whose appearances are outside

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the stereotypical norms of beauty. The ads asked viewers to judge the women’s looks, and invited them to cast their votes at campaignforrealbeauty.com.

2005: Dove kicked off the second and most iconic phase of the Campaign for Real Beauty in June 2005, with advertising featuring six real women with real bodies and real curves. The phase of the campaign was created to debunk the stereotype that only ‘thin’ is beautiful and it drove thousands of women to campaignforrealbeauty.com to discuss beauty issues.

But there was also an report saying that there was a lot of editing required in the picture (below) because the curves were supposed to be prominent along with the beauty. It was a real challenge.

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Hall-MARK CAMPAIGN 2007: Continuing its ongoing commitment to widen the narrow definition of beauty, Dove launched the third phase of the Campaign for Real Beauty in February 2007. The Dove global study, Beauty Comes of Age, revealed that 91% of women from ages 50–64, believe it is time for society to change its views about women and aging. The campaign celebrated the essence of women 50+—wrinkles, age spots, grey hair and all.

When the Campaign for Real Beauty focused on the idea that girls are bombarded with unrealistic, unattainable images and images of beauty that impact their self-esteem, the brand teamed up with the entertainment industry to show that what girls see in movies and magazines represents an unrealistic standard of beauty.

first time.

This was done with a lot of women and the results were shocking.

Women proved to be worst critic for their own beauty. The artist could make a better picture with the description given by the other lady.

SO, YOU ARE MORE BEAUTIFUL THAN YOU THINK…!

Now the current move that they are working on is the one that you saw in the video (the link is above).

Only 4% women in the world believe that they are beautiful. Dove started this to built positive selfesteem among the women about their beauty.

Here the girl is supposed to describe her features to Gil Zomara, former FBI trained forensic artist and another women will also describe your features, whom you met for 30 min for the

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NOVEMBER 2013

BOOK WORM The 22 Immutable Laws of Branding -Al Ries & Laura Ries

Branding has been dubbed as the "marketing buzzword" of the late nineties. To cut through the clutter in today's insanely crowded marketplace, one has to build one’s product or service into an established brand.

The 22 Immutable Laws of Branding is a short read on branding, comprehending the complex principles and theories espoused in other tomes into twenty-two quick and easy-to-read vignettes. It pairs the brand-blazing strategies from the world's best - like Coca-Cola, Xerox, BMW, Federal Express, and Starbucks - with the marketing savvy of author Al Ries and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the success of ‘The 22 Immutable Laws of Marketing’ and

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provides the expert insight you seek on business' hottest topic. Some of the conclusions can range from eye-rolling to simply laugh-out-loud in the sense that if all you have is a branding hammer, then everything looks like a branding nail.

It clearly states the importance of marketing & branding, which is important to specify in the readers' mind before launching any campaign. As they state "Marketing is building a brand in the mind of the prospect. If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective."

The biggest take away from the book is that of contraction. If you contract your offering and focus it on something, your brand strengthens. It becomes well known for something, it becomes the leader in something. If you expand, your brand dilutes—it becomes weak. It will now stand for everything, and thus stand for nothing.

One downside of this book is that it has a lot of outdated and now incorrect examples. Lots of predictions that didn't come true based on their laws.

If you want to know why your brand name matters, read this book. If you have to choose between specializing or generalizing, read this book. If you want to know whether you should go in for line extensions, read this book.

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FEATURED ARTICLES Burger King in India: Tough time for McDonald’s and KFC?

Aniket Varadpande -IMT Ghaziabad McDonald’s has been pioneer in introducing burger-led fast-food culture in India. The largest burger chain in the world has defined the quick service restaurant industry in India by spreading its chain across wide areas in India. The burger giant had competition from Indian fast foods like traditional samosa, kachori and other spicy variants but locally. Now MCD is about to face tough battle with its biggest competitor entering into India.

It is none other than Burger King. The Miami headquartered burger chain is getting prepared to set its foot in India.

The vast Indian market has lured Burger King to get its chunk of revenues from India. Burger King operates world over with franchisee based model owned by Brazilian private equity firm 3G Capital.

In India it is tying-up with private equity firm Everstone Capital to roll out its chain of restaurants.

Success factors for Burger King The size of organized QSR industry in India is Rs. 3000 Crore which is growing at the rate of 20%. There’s still plenty of room for growth, as 70% of the market is made up of small mom-and-pop stores rather than restaurant chains. Key growth drivers for this industry are 1. Expanding middle class 2. Urbanization 3.Youth spending

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4. Nuclear families 5. Better logistics 6. Mall and multiplex boom These all factors sum up to the conclusion that, Burger King can flourish in Indian market.

McDonald’s strategic roadmap The initial openings of MCD outlets in Delhi and Mumbai were driven by affordability and brand recognition factors. Habitants in these cities are influenced by western exposure and like to experiment with foods. Given the fact that majority of Indians do not eat beef or pork, the introduction of Maharaja Mac was appropriate fit to Indian culture.

Moreover vegetarian burgers are highly localized. MCD positioned itself as a family restaurant with few points below as its core strengths.

NOVEMBER 2013

FEATURED ARTICLES 1. Emphasis on local management 2. Politically correct strategy 3. Pricing 4. Supply chain management 5. Location 6. Cultural sensitivity 7. Employment opportunities 8. Continuous innovation Beginning in 2003, MCD began a radical transformation, slowing the number of new stores it opened so it could focus on revitalizing its menu while paying more attention to customer needs and attitudinal shifts toward premium, nutritional foods.

KFC has got wings to fly high KFC (India) started: 1996 No of outlets: 296 Number of products 35-50 Price range Rs 25-300 Most popular product: Zinger burgers Customers per day per outlet 2,000+ Average spend Rs 100-150 per head It follows that KFC’s restaurants are located in malls, popular markets and near large offices — catchment areas for the young crowds that throng it.

The restaurants have booths, large tables, counter tops with high stools, and an elevated area to provide a seating arrangement that’s suitable.

Not surprisingly, KFC keeps everything youthful — from its store décor (bright colors, irreverent graffiti) to menu (fried chicken

THE MARKSMAN

buckets, snack SKUs for the price conscious, grilled chicken for the health conscious, Zing Kong Boxes for people on the go). The idea, especially in societies like India, where there is a continuous push to achieve and accomplish, is to allow the young a little time to relax and enjoy. It’s an image the company doesn’t want to dilute — which is why, even though young parents and small kids visit the restaurant, there aren’t any ‘happy meals’ or giveaway toys. In fact, KFC doesn’t use children in ads nor does it advertise on kids channels.

Pricing, of course, is even more crucial. The average amount young people in the 15-25 age group spend on a meal at KFC is Rs 100-150. In a bid to compete with other fast food chains and match the parsimonious wallets of the college canteen crowd, in 2011, KFC introduced Streetwise (a range of snack dishes like burgers made with smaller buns for Rs 25 apiece).

Both KFC and MCD followed similar ways of operations resulting in the chain shown below.

The competition Burger King as a brand is placed between mass-market and premium market with pricing and quality varying from value to premium.

Majority items in the menu are grilled.

So the quality and price of food items is higher as compared to MCD.

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FEATURED ARTICLES Moreover the number of items on the menu of Burger King is very large. MCD also has expanded its menu through the McCafé—an extensive line of specialty drinks, including various coffee drinks, fruit smoothies, and ice cream shakes— and a line of salads and wraps designed to attract health-conscious consumers.

Summing up With large market still untapped, Burger King has big opportunity to get a slice of profits from Indian QSR industry. Given the strengths of MCD and Yum Brands in Indian market, they have a strong hold in this scenario. With an entry of new competitor in the room, they will have to enhance offerings and service to keep their position intact.

Innovation in menu

Marketing communic ation

Diverse consumer base Challenges

Pricevalue offering

Infrastruct ure

Location selection

Burger King’s Challenges in India

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NOVEMBER 2013

FEATURED ARTICLES 20 Years of Coca-Cola in India: How is it fizzing with Innovation

Bhanu Pratap Singh -SIMS Coca-Cola has come a long way from its humble beginnings in 1886, becoming the number one provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffee. In India, its exit in 1977 was no less dramatic as was its re-entry in October 1993. Since, then Coca-Cola has made rapid strides in the Indian market by using innovation and marketing ingenuity to establish marketleadership over the last two decades.

Creating the right environment for innovation through business strategy Coca-Cola’s global strategy of buying out local cola brands and killing them had been effective in all markets. But India has been different. A three-way war between Parle’s Thums Up, Pepsi Co and Coca-Cola was ensuing in the early 1990s and Coke’s Jaydev Raja was looking to make in-roads.

Buying out Thums Up, Limca and Goldspot and then revamping and promoting Thums

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Up and Limca to ring fence Coca-Cola was a master stroke.

Coke India’s Roller-Coaster Ride Introduction of the “MahaCola” (the 300ml Thums Up) at almost the same price point of the 250ml Pepsi was a stroke of genius. The 300ml bottle has gone on to become an industry standard since. Other pack sizes like the returnable one-litre Coke bottles, the PET Coke bottles and the Coke Can were effective in helping Coke become the preferred drink of families in India.

Not all innovations were a run-away success for Coke. The Chota Coke (200 ml pack) increased consumption by volumes by about 30% but bled Coke in terms of revenue because of the Rs. 5 price point. Similarly, the carts with ice boxes in rural markets did not exactly set the market on fire.

Competing against Pepsi was never easy and with a market like India, consistent improvement has been the name of the game. Coke introduced the use of hardened plastic crates instead of the wooden ones which reduced the wear and tear of bottles.

These crates went on to become an industry standard along with the openbay trucks than enabled handling of multi sized packs conveniently. The large company owned bottling system in India, which accounts for 65% of the company’s volumes, is

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FEATURED ARTICLES another feather in the company’s cap.

Opening Happiness Coke has always been at the fore-front of new product development in India delivering unique products like the Minute Maid’s Pulpy Orange and Nimbu Fresh.

Adding to the Minute Maid line Guava, Apple, Grapes and Mixed Fruit flavors have been introduced in the market. While the product portfolio remains limited in India, the deep market penetration that CocaCola aims to achieve by 2020 is visible in the $5 Billion investment announced by the company recently at the inauguration of its 57th bottling plant in India.

“Thanda matlab Coca-Cola” or the erstwhile emotional “Piyo sarr uthaa ke”, localization by thinking and acting local has taken Coca-Cola to a position of strength in the Indian Beverages Market.

Brand ambassador Amir Khan’s unparalleled connect with audiences has helped propel Coca-Cola forward over the years. Sprite’s cut-to-the-chase, nononsense positioning without having any major celebrity endorsement (except Sania Mirza) has helped it achieve success like no other which is again to the credit of the Coca-Cola management. Using music as a tool to cement its position as the true companion to happiness, Coke has achieved an unmatched position in the TMS’s mind through Coke Studio.

Uniquely connecting the people of India and Pakistan through its vending machines is just another example of the innovative thinking driving the behemoth in India.

Thanda Matlab …

Coca-Cola’s vibrant personality has been brought out not only in the way the company functions but also through its marketing campaigns. Be it the fun “Oye Bubley” or the aspirational “Jo chaho ho jaye, Coca-Cola enjoy” campaign or the viral

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NOVEMBER 2013

FEATURED ARTICLES Bewajah khushiyaan lutao…

Coca-Cola has never worked in silos. It has had its share of controversies but it has always emerged ever stronger from them. The pesticide crisis is just one such case. In response, Coca-Cola pushed bottlers to adopt modern seven-stage filtration process machines instead of the four-stage ones. Harvesting rain water and replenishing the groundwater in the bottling plant’s vicinity under the ‘Water for Future’ program has helped make Coca-Cola’s operations sustainable. When the pesticide controversy re-emerged in 2006, CocaCola was prepared for it.

Coke’s mission to help mom-and-pop stores in the era of retail chain outlets through its Parivartan program has helped it secure goodwill in smaller towns and villages. The program aims to teach small shopkeepers modern retailing practices in mobile classrooms and is an equivalent to Coca-ColaUniversity-on-Wheels.

Coca-Cola is working alongside Jain Irrigation and the farmer community in Andhra Pradesh, on Project Unnati – an Ultra High Density Plantation technique to maximize mango yield and also save water. In addition, the Company’s flagship community development program – Support My School for children, and women empowerment program are supported unequivocally.

Jo Chaho Ho Jaye…

The consistent 29 quarters of volume growth achieved by Coca-Cola in the last 6 years is only indicative of the trust and goodwill the brand and company

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commands in the Indian market. With such a rich history of innovation in India, everything is in the realm of possibilities for this “American-Indian” and the future seems just as “bubbly”.

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FEATURED ARTICLES Hugh Jackman Endorsing Micromax: Has the time come for Indian brands to rope in overseas celebrities??

Nakul Gupta -IIFT

When Micromax first aired the Canvas phone advertisement starring Hugh Jackman it made many people stand up and take notice of its increasing ambitions and its desire to find a new position in the market.

But can it really herald the beginning of a new trend for Indian brands and advertisers?

The presence of a global face as the brand ambassador ensures huge amount of publicity creates a positive buzz about the brand and helps to capture the mind of the consumers. Also if the company has global aspirations, it helps to create a presence in the foreign markets as you enter the market with the positive image of the ambassador.

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This kind of an advertisement is also a sure-shot method of changing your positioning in the market. Earlier Micromax was seen as a cheaper alternative to Samsung or Nokia but now it will be seen in a different light altogether. People who would otherwise balk at an Indian product would see it differently if it comes with the backing of a famous personality such as Hugh Jackman.

There are many positives to hiring a foreign brand ambassador but very few companies have actually gone down that road. Among other reasons one is that not many Indian companies have the financial wherewithal to entice a global face to become their ambassador. Nor are Indian companies all that famous globally that they compete in global markets except for the IT industry which doesn't really need such marketing gimmicks. Other reasons include a mentality of safety first approach by hiring Indian celebs such as actors and cricketers, relying on the trusted formula of success. Another problem is that such stars can only be associated with high priced premium products which are not currently sold by many Indian companies.

Hiring a foreign star for a mid range product would only create a confused brand position and not reap the intended benefits.

NOVEMBER 2013

FEATURED ARTICLES Pre-globalisation the Indian viewer was oblivious to what went on outside the national borders and the brands were also national which is why Indian celebs were the preferred choice. Ever since the days of Doordarshan advertisements have been made by Indians to be consumed by Indians with a distinct lack of foreign flavours. This trend has continued unchallenged for the past few decades mainly because no one saw any real need to break away from it. And now it has become deeply ingrained into the Indian psyche.

From the outside the Indian market seems upwardly mobile with more and more people willing to splash out on expensive premium items but the reality is that it is still a privileged few who can afford to purchase such items and for a marketer to bet on hiring a foreign celeb to woo such a small section of the population is indeed a risky move. The marketer needs to fully understand the pros and cons of entering the market with such advertisement as there is a risk that it would have only limited appeal. Even global brands such as L'Oreal hire Indian brand ambassadors, Aishwarya Rai, Sonam Kapoor and Freida Pinto to star in their India specific advertisements as they know that there is a high probability the consumers would not relate with foreign ambassadors who speak a different language and do not look Indian.

Even among the elite who have the power to buy premium goods, there is a very high probability that many do not know who Hugh Jackman or Penelope Cruz is. That is entirely due to culture and environment

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that we have grown up in surrounded by Shahrukh Khan, Salman Khan and the likes.

It is only the current generation among whom these names are considered to be common knowledge and that is because of the exposure that they have had due to cable TV, English movies and sitcoms. So, if there is a product that is geared specifically towards such a market, there is a good chance that an advertisement with a known foreign celeb would get you the attention and help you stand apart from the crowd.

I think the Indian market is not currently ready for such advertisements on a widespread scale both from the point of view of advertisers and viewers though there is huge potential to grow in this direction. Brands that cater specifically to such a crowd and have products like clothes, watches or mobile phones have a good opportunity of utilising foreign celebs to woo these customers.

It is an interesting avenue for advertisers to explore but the product, the brand, the ambassador and the target market should all be in sync with each other. Ultimately a good advertising campaign is not necessarily about a celebrity as shown by Airtel’s ‘Har friend zaroori hota hai’, so even if there is no brand ambassador a good advertisement will still drive home the message.

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SquAreheaD

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NOVEMBER 2013

BUZZ PUZZLE 1.

2.

ACROSS 6.

3.

8.

4.

5.

9.

7.

1. ____ cellular’s ad campaign talks about killing the “Raavan” in you 3. Name the font Kingfisher came up with which it created from its name.

4. Which cosmetic company recently launched ‘Color Show’?

7. Which stationery manufacturer is currently searching for a creative agency?

DOWN CLUES

2. _____ is known as the epitome of sports sponsorship.

5. Mobile marketing company ____ launched its India operations 6. _______ came up the Ice Truck Grabber challenge on social media 8. ‘Me the Musical’ was a campaign by which firm to engage users in the context of computing?

9. ____ came out with a very successful social campaign in the range of jewelry

ANSWERS 1. Idea,2. Emirates 3. Kinglish 4. Maybelline 5. Brandtone 6. Motherdairy 7. Camlin 8. Intel 9. Tanishq

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Call for ARTICLES CALL FOR ARTICLES DECEMBER 2013 Articles can be sent on any one of the following topics*:

1) The Bharti Wal-mart Split

2) Marketing Gimmicks in Politics 3) "Google Reunion"-Did it result from Competition pressure *Please ensure that there is no plagiarism and all references are clearly mentioned.

1. One article can have only one author.

2. Your article should be approximately 800-850 words and MUST be replete with relevant pictures that can be used to enhance the article.

3. Font Type: Gill Sans MT 4. Font Size: 14.

5. Send your article in .doc/.docx format to marksman.simsr@somaiya.edu 6. Subtitle line: Your name_Institute Name_Course Year 7. Kindly name your file as : Your name_Topic The best adjudged article will be given a Winner’s Certificate.

Deadline for the submission of article will be : 11:59 PM, 20th December 2013

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NOVEMBER 2013

The TEAM THE TEAM TWEETS by Shweta Panikker It’s all about AD-itude by Kapil Maggo Brand MARK ive by Alakh Krishnani COVER STORY by Niharika Srivastava SPECIAL STORY by Dylan Menezes HALLMARK CAMPAIGN Thacker

by

Meera

BOOKWORM by Pavanshu Aggarwal SquAreheaD by Prasanthi Kasinathan BUZZ by Megha Gupta FAUX PAS by Asheeb Singh Raina PROOF READ by Dylan Menezes Asheeb Singh Raina DESIGNING by Ritika Bramhe Ishaan Srivastava PROMOTIONS by Prasanthi Kasinathan Pavanshu Aggarwal

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To subscribe to "The Marksman", Follow the link:http://interfacesimsr.weebly.com/ the-marksman.html OR drop in a mail/contact us at : interface.newsletter@gmail.com Subject line: Subscribe:Your Name_Institute Name_Course Year Follow us at: http://www.facebook.com/simsr.in terface http://interfacesimsr.weebly.com/ the-marksman.htm Website: http://interfacesimsr.weebly.com/t he-marksman.html

The MARKSMAN is the newsletter of INTERFACE, the Marketing Club at K.J. Somaiya Institute of Management Studies and Research, Mumbai.

Images used in THE MARKSMAN are subject to copyright. THE MARKSMAN does not take any responsibility of any kind of plagiarism in the articles receives from students of other colleges.

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