ISSUE 01 CHECK OUT THE MOST BRILLIANT PRINT ADS OF 2017
RETAIL MARKETING THE NERVE TO BE COUNTED UPON
THE MARKETING DIRECTION BY MARKUS- THE MARKETING SOCIETY
“OUR JOB IS TO CONNECT TO PEOPLE, TO INTERACT WITH THEM IN A WAY THAT LEAVES THEM BETTER THAN WE FOUND THEM, MORE ABLE TO GET WHERE THEY’D LIKE TO GO.”
HAPPY READING
MARKETING DIRECTION | ISSUE 01
C O N T E N T S About Us 0 1
Principal's message 0 2
Editor's message 0 3
Careers in Marketing 0 4
Marketing vs. sales 0 5
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7 essential Books every Marketer should read The Start up Guide
Retail 1 1
Game Zone 1 2
The Most Brilliant Print Ads 1 6
Judging The Book by its Cover 1 9
Marketing Myths 2 2
The Age of Advertising 2 4
Contact Us 2 5
MARKETING DIRECTION | ISSUE 01
ABOUT US Markus - The Marketing Society is one of the youngest societies of Hansraj and was founded in 2016. We, the MarkUs Team believe that to make any organisation successful, it takes a hard working team and an interesting innovative idea. Our vision is to impact students in such a way that they grow curious to learn about the world of Marketing. We act as facilitators to enhance functional and contemporary knowledge of marketing in students and provide them a platform to showcase their creative talents through competitions, workshops, fairs and marketing projects.
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PRINCIPAL'S MESSAGE To my mind, an educational Institution is about building character, enriching minds and making memories that last a lifetime. Hansraj is one such institution and much more. It has made a mark in Academics, Extra curricular activities and Sports. It has ensured an environment where students Learn and Grow. Keeping this vision alive, MarkUs, the Marketing Society of Hansraj College steped in to make a difference beyond classroom instruction, with its magazine, "The Marketing Direction." The magazine indulges inquisitive readers with rich articles to fun quizzes and trivia from the world of Marketing. I wish all the young readers a bright and prosperous future. "Be filled with enthusiasm and taste the nectar of success."Â
Dr. Rama Principal (Officiating)
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EDITOR'S MESSAGE A magazine is more than just a bundle of sheets bound together. Each word is a sea of emotions and each line reflects a mind where inspiring thoughts take shape. We are proud to present you with the first edition of The Marketing Direction. Â Â It often happens that we have lots of questions and queries but don't know whom to ask. Well don't worry, The Marketing Direction is sure to answer most of your marketing related questions. Each article covers a different aspect of marketing in the most unique manner. This year I was extremely excited to welcome such great writers who brought with them a multitude of perspectives and writing styles. I on behalf of the entire editorial team would like to encourage you all to not only read the magazine but also help us revamp it with your contribution. The magazine is sure to be an ultimate source of news and information for all budding marketeers and will enable you to understand the art and science of connecting with customers. Happy Reading!! Shreyam Jain B.Com(H) - III
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#Careers In Marketing
People don't know what they want unless you show it to them! Well, that's a hint for the lucrative career for you. Attract, Engage, BondMarketing is a contest for people's attention! Think you got a knack for that? Here's a few options that might interest you!
1) Advertising Account Executive They act as a link between clients and the agency and are responsible for the coordination of advertising campaigns and therefore communicating clearly to all those involved.
2) Advertising Art Director He/She works on the campaign from the outset and manages details about the client, product, target audience and required advertising message, which helps to shape the advertising campaign.
3) Advertising Copywriter They work with client briefs to conceive, develop and produce effective advertising campaigns.
4) Market Researcher They collect and analyse data and information and then present it to clients which helps them to make informed political, social and economic decisions.
5) Marketing Executive It is a varied role that includes planning, advertising, public relations, event organisation, product development, distribution, sponsorship and research.
6) Media Buyer They negotiate, purchase and monitor advertising space and airtime on behalf of clients.
7) Media Planner They identify which media platforms would best advertise a client's brand or product and help maximise the impact of their advertising campaigns.
8) Social Media Manager The job is to lead an organisation's social media strategy in order to
ARTICLE BY NAVYAÂ KHANDUJA
boost visibility and customer and client engagement.
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The Siamese twins of the business world – ‘Marketing’ and ‘Sales’. These terms are used so interchangeably by the layman and sometimes even in marketing related articles that people often believe that marketing is all about sales, and sales is same as marketing. Although it is true that the ultimate goal of a brand is to make sales through which they can deliver products to their customer and add value to their life. However, sales being the end, marketing pretty much makes up the remaining means to that end part. Simply put, from the first step of identifying a business idea to developing advertisement campaigns, to market research to determining the most suitable customer base - everything that we need to get the product out into the market – is marketing. To take a simple example, if you want to open up a Punjabi dhaba in a foreign country, your marketing would include
SELAS
VS
GNITEKRAM
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research about areas that can be conducive in making the dhaba successful, promoting the exotic cuisine in country, highlighting pros like hot hand cooked food and when you finally have the customers waiting on that table waiting for the daal makhni – that’s when you serve up all that you promised in the earlier part of marketing and make a sale. The end has been achieved in the end. To clarify the myth, marketing and sales are not the same thing neither are they completely exclusive departments – rather than that they are mutually cooperative activities; sales being part of marketing.
ARTICLE BY RAHUL CHAUDHRY
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7
BOOKS EVERY MARKETER SHOULD READ ARTICLE BY SUNISHKA GUPTA
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Groundswell-Winning In a World Transformed by Social Technologies- Charlene Li & Josh Corporate executives are struggling with a new trend: people using online social technologies (blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals.
Rich Dad, Poor Dad- Robert T. Kiyosaki Personal finance author and lecturer Robert T. Kiyosaki developed his unique economic perspective from two very different influences - his two fathers. One father (Robert's real father) was a highly educated man but fiscally poor. The other father was the father of Robert's best friend - that Dad was an .eighth-grade drop-out who became a self-made multi-millionaire.
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Think and Grow Rich- Napoleon Hill This is the original 1937 version of Napoleon Hill's Classic Book: "Think and Grow Rich". To the greatest extent possible, the text and formatting have been kept exactly the same as in the original release with the exception of some minor formatting changes.
Youtility- Jay Baer Jay Baer's Youtility offers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. PAGE 07
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5
Straight from the Gut- Jack Welch The story of a self-made man and a self-described rebel who thrived in one of the most volatile and economically robust eras in U.S. history, while managing to maintain a unique leadership style. In what is the most anticipated book on business management for our time, Jack Welch surveys the landscape of his career running one of the world's largest and most successful corporations.
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Connect the Dots- Rashmi Bansal The story of 20 enterprising individuals without an MBA, who started their own ventures. They were driven by the desire to prove themselves. To lead interesting, passionate , meaningful lives. Their stories say one thing loud and clear.
Outliers- Malcolm Gladwell In this stunning new book, Malcolm Gladwell takes us on an intellectual journey through the world of "outliers"--the best and the brightest, the most famous and the most successful. He asks the question: what makes high-achievers different?
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#MARKETING_PRO
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The Startup Guide
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Startups are the lifeblood of our economy and innovation across the globe.They are led by entrepreneurs who work hard to bring their ideas to life. We feel that entrepreneurs are heroes that need to be celebrated, and more importantly, supported by a community of fellow founders. It would be great if the process were easy, but it’s not. The first and prime most thing required for startup is a UNIQUE IDEA.It not just pushes the’ out of box’ area of your mind but also lets your inner business personality out. The second thing required is LIKE MINDED GANG as to achieve something as big as a successful business you need a gang with a mixture of compatibility , friendship, arguments , debates , idea exchanges and much more fun. Starting your own business requires you to be an OPPORTUNIST and sensible enough to atleast know what to say ,where to say and how to say. Further the other important element is MARKETING- the way one present the startup ideas to the investors is very important. One must be prepared and know about what other person wants you to say. Start ups are not one day task but should not be polluted with the stereotypic ways to do a task because one’s way to do a thing will only
ARTICLE BY SANYA SETHI
differs him from his competitors..
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#RETAIL " The grass is growing under the sunlight, so does the marketing, let's nurture the roots with the integral nutrients, yes, the very basic roots of marketing, i.e., retail marketing!!" " Retail marketing comprises the activities related to selling products to the consumers through channels such as stores, malls, kiosks, vending machines, or other fixed locations. In contrast, direct marketing to consumers attempts to complete a sale through phone, mail, or web site sales." Retailing occupies a key role in the world of economy. Retailing involves all the activities incidental to selling to ultimate consumers for their personal, family, and household use. It does this by organizing their availability on a relatively large scale and supplying them to the customers on a relatively small scale. A retailer is any person/organization instrumental in reaching the goods, or merchandise, or services to the end users. A retailer is a must and cannot be eliminated. In fact, retail marketing is a nerve to be counted upon !!
ARTICLE BY JAYANT SINGHAL
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GAME
ZONE BY SHRESHTHA MUNSHI
Complete the relation: 1.) Motorcycle : Product Education : : Idea Dinner with M S Dhoni :
2.) Production Concept : Production Volume Product concept : : Sales Volume Marketing Concept : : Social Welfare
Complete the series: 3.) Sharukh Khan, Head and Shoulders, Saif Ali Khan, Levi’s, Kareena Kapoor, Jio, ?, ?
4.) McDonald’s, Apple, L’Oreal, BMW, Ultimate, Worth, ?, ?
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Across 1. For a little while, the public actually believed that the three filmmakers, central to this film’s plot had actually disappeared. Down 1. This movie was one of the first to launch its own virtual reality website. 2. To promote this film, the lead actor announced that he would “go missing” in a unique game of hideandseek. 3. Alia Bhatt shocked everyone when she tweeted about her upcoming engagement on February 25. The tweet was actually for her upcoming film.
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MARKETING DIRECTION | ISSUE 01 4. This movie targeted an audience not typically attracted to this type of film by promoting its feministic theme and showcasing Charlize Theron front and centre of movie posters as a badass warrior. 5. To promote this movie, the lead actor decided to give some lucky fans a special haircut himself. 6. It was the first movie to use Snapchat and Snapchat Story in its marketing strategy. 7. It became one of the first Bollywood films to incorporate gaming and merchandise in its promotion. The Game was released for the Sony PlayStation. 8. This masterpiece had such a fan in Stephen King that he once bought out a whole showing at a theater he was visiting.
Answers 1.) Service, Donation, Experience 2.) Quality, Selling Concept, Customer Satisfaction, Societal concept 3.) Akshay Kumar, Asian Paints 4.) Different, Lovin’
Crossword Key Across 1. theblairwitchproject Down 1. jurassicworld 2. 3idiots 3. 2states 4. madmaxfuryroad 5. gajini 6. pitchperfect2 7. raone 8. 28dayslate
ARTICLE BY SANYA SETHI
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#MARKETING_PRO
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Draw attention to imperfections Food advertisements typically feature perfect looking food – the ‘supermodels’ of food, so to speak. But what of the imperfect and flawed? Agency Marcel Paris created a beautiful series of print ads for French supermarket chain Intermarché that makes ‘differentlyshaped’ fruit and vegetables attractive in order to bring attention to food waste.
Amplify the product’s ingredients A mountain of cheese might be to some people’s desire. For Pringles Galaxy, Chris Labrooy used 3D technology to transform a stack of cheese into, well, “Cheese with extra cheese and a side order of cheese.” Cheesy enough?
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Use a visual metaphor
Give letters life
Ogilvy & Mather Columbia’s series of ads for Mercedes Benz’s Distronic Plus – an ‘automatic safe distance’ device – uses a series of images in which an animal or human is trying to connect two body parts. But look closer at the image and you’ll see the connection could prove to be deadly.
Ultimately, this ad for Nescafé is just a lot of zig-zags laid out in rows and columns on a page. However, with the tagline “Nothing wakes you up as Nescafé,” these zig-zags become Z’s – for sleeping – and they eventually ‘wake up’ and become N’s – for Nescafë.
Use the fold This double page spread for Adidas: Forever Sport uses the fold as part of its design. Open and close the pages and the athlete crunches, lift weights and stretches.
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Chupa Chups came out with an ad for it’s Sugar Free candy and it doesn't need any explanation.
Have fun with famous logos Designed by Miami Ad School, these Sharpie print ads have fun with well-known logos. With the tagline “It all started with a Sharpie,” the ads playfully show how the logos for The Rolling Stones, Apple and Playboy may have come about.
ARTICLE BY SHREYAM JAIN
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JUDGING THE BOOK BY ITS COVER
THE ROLE OF EMOTIONAL APPEAL IN MARKETING ARTICLE BY RAHUL CHAUDHARY
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Dude you wanna buy this lion” “ What ? It’ll eat me’’ “But … buy it ! It’ll allow you to look 35% more successful in a corporate office’’ “OHMYGAWD I didn’t think of that. Thank you, Carol, gimme a dozen with extra nails’’ The conversation above was one of the many jokes that were circulating on the internet after a Marlboro advertisement campaign. Gaining attention from the likes of John Oliver, Marlboro’s ads were sharply criticized for misleading marketing tactics and creating bogus impressions on adolescent minds. However, it is not uncommon to find someone around a juice corner kissing the tip of a cigarette. So, you tell a man that a product suffocates his life into a shorter one and he enjoys? It’s irrational of this man to use such a product.
What a lot of people from the psychology communities do is that advertisement campaigns that have an emotional appeal are targeted to attract a heartfelt loyalty towards the products, rather than campaigns based on rational appeals trying to attract brainbased full proof discussion, it is a safer assumption to say that emotionally appealing advertisements will succeed relative to the rational ones. Why emotional marketing works is because they do exactly what a business is designed to do : Create a loyal consumer. When you tell every single housewife in the nation through your ads that it is your cookers that have a coating of this metal, have these safety measures it is obvious that sooner or later such an ad will be forgotten. But contrast to this, let’s say and ad makes tall claims about how these safety measure included in the new model will allow mothers across the nation to be the best version of
themselves, keeps their kids and their food safe. Here we see the creation of a loyal customer who is hooked to the marketing stimulus provided by emotional appeals used in ads. When you have certain needs, interests and mindsets as a human, something of which your consumer identity is a part of, and they are targeted through ad campaigns designed to pull the strings that’ll get us making a decision in favor of the product due to your emotional biases. Hence we see, in the relative strength of ads based on emotional picks, a consumer opinion affected not by rationality but matters of convenience or how well the campaign was in its penetrative sense to affect our unconscious and change our directions towards what the business may want.
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#MARKETING_PRO
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MARKETING Y T H S In your career as a marketer, there will be plenty of folks who just don’t “get” what marketing is or why it is so important. Some of these people confuse marketing and advertising; others believe that marketing solely involves designing logos and giving away free stuff to attract new clients. The reality? Marketing is an integral, and often complicated, aspect of any successful business. It is surprising how many myths and misconceptions there are surrounding marketing.
1) GREAT PRODUCTS OR SERVICES SELL THEMSELVES. A great product or service is obviously important, but great product or service marketing is even more important. You have to constantly praise the qualities, but even more importantly, you need to be able to convey a simple value proposition that creates a buying reaction. A good way to start is by having a website that shows that you are “open for business”, include testimonials that back up your sell and communicate often.
2) THE MORE COMMUNICATION, THE BETTER. Thanks to the internet, there are virtually no limits to the amount of content you can publish and share. But just because you can doesn’t mean you should. Stick with great content tailored to your audience and delivered in a consistent and non intrusive way.
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3) DOING A LITTLE MARKETING IS BETTER THAN DOING NOTHING AT ALL. Unfortunately not! Marketing costs money and unless you know what you are doing and the marketing is smart, targeted and creates a substantial ROI, marketing can be perceived as a total waste of a business’ resources. Momentum and consistency is key to successful marketing.
4) YOU NEED A HUGE MARKETING BUDGET TO BE SUCCESSFUL While marketing does cost time and money, it can be done well with just one or the other. However, small businesses don’t have to break the bank to establish good marketing practices. There are many effective ways to achieve marketing success on a modest budget, but they do take time. 5) SOCIAL MEDIA IS NOT FOR B2B MARKETING. While B2C marketers worry about noise, B2B marketers worry about silence. Many businesses are hesitant to use social media because they see it as not only a consumer haven, but also as a place for business-free downtime. For B2B marketers, social media presents an opportunity to put a face on a business and connect with a lead on a personal, more emotion provoking level. 6) OFFERING YOUR CUSTOMERS MANY OPTIONS WILL BOOST YOUR SALES. Really?! Studies have shown that presenting your customers with options will usually reduce your sales. This is because when confronted with several options, most customers have difficulty making a clear decision. They often react by procrastinating – and never making a decision. When this happens, you often lose the sale you would have had.
ARTICLE BY SUNISHKA GUPTA
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THE AGE OF ADVERTISING So, how do you imagine a baby smoking? Now, that I have caught your attention, I have advertised my article. Let me share a very interesting story. The tortoise who won the race against the rabbit, became super confident. So, he went to a national competition and said ‘Hey! See my resume. I am the fucking fastest animal. I am extra ordinary since I could beat the rabbit.’ The organizers were really impressed and started betting on him. The poor rabbit was heart-broken. However, he did have some followers but could not beat the tortoise. Our tortoise is the brand that was able to advertise itself well and earn profits, even if it was not good enough. Who cares? It was able to earn enough! Till the time people might start losing interest , it will come up with a new advertising strategy. Our rabbit is the quality brand which lost the battle just because of a poor advertising strategy. So, a product/service manufacturer advertises itself when it wants profits, a starter advertises him/herself in an interview, kids advertise themselves in school competitions and I will be needing to advertise my article to get some followers. Advertising is a marvelous thing. It can get ANYTHING to heights. It has been incorporated since ancient times. Did somebody discover it? No. It was felt as a needful. In fact, there are very many advertisements that do not pay! One man has roughly estimated that seventyfive per cent of all advertisements do not pay; yet the other twenty-five per cent pay so well that there is scarcely a business man who is willing to stand idly by and allow his competitors to do the advertising. The expense connected with advertising has increased; the competition between rival firms has become keener; and consequently the demand for good advertising has become imperative. The number of unsuccessful advertisements is many, and yet the loss incurred in an unsuccessful advertising campaign is so great that many firms stand aghast at the thought of such an undertaking. Many merchants see the necessity of advertising their business, but feel unable to enter the arena and compete with successful rivals. Advertising is only a part of marketing but certainly the most important one and the crux of it. ARTICLE BY HRICHA SHANDILY
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If you are interested in writing for the next issue of our magazine then mail us atMarkus.hrc@gmail.com or contact- Shreyam Jain 9873797612
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#THE_TEAM Editor and Designer SHREYAM JAIN
Writers SHRESHTHA MUNSHI RAHUL CHAUDHRY NAVYA KHANDUJA JAYANT SINGHAL SUNISHKA GUPTA HRICHA SHANDILY SANYA SETHI
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