The Marksman August 2016 by The Marksman

EDITION

EDITOR’S NOTE Dear Readers, It gives us great pleasure to bring to you another interesting issue of our very beloved Marksman. We have curated for you a broad spectrum of interesting articles that should enhance your understanding of marketing. Our cover story for the month is all about logo revelation. There are examples of blunders as well as success stories that showcase the challenges and lessons in marketing by logos. The special story helps you understand how to deal with not so happy customers. Our Brand Markive explains the marketing concepts behind Hotstar‟s success. Another interesting read would be the “Do You” promotion by GAP. Also get to know the life of the flamboyant British entrepreneur,Richard Branson. We would like to congratulate this month‟s call for article winners – Vipin Sirohi, IIT Bombay and Jatin Panchal, JBIMS,Mumbai whose articles have been featured in this issue. For the remaining entries, we would like to thank you all for your incredible response and encourage you all to keep writing to us with the great enthusiasm. Enjoy Reading! Stay connected with us on www.interfacesimsr.com/index.php/marksman Follow our Facebook page for more updates.

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Content

Tweets

Itâ&#x20AC;&#x2122;s All About Ad-itude

Brand Markive

Cover Story: Tele Marketing

Special Story

Marketing Faux Pas

Hall-mark Campaign

Pioneer

Bookworm

Kickstart

Featured Article

Square Head

Buzz

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TWEETS #10SaalJingalalaâ&#x20AC;&#x201C;TataSky

Over the years, the DTH giant TataSky has built a reputation for its love towards its customers. So when the company turned 10 this month, A grand gesture towards its customers was certain. But the company outdid itself when on 8thAugust it declared that it would offer all the SD/HD channels along with the active services to every subscriber holding an active account for a period of 2 weeks. And to top it all off, TataSky also offered 10 free HD movies and On Demand titles during the same period. Life has never been more jingalala for tatasky subscribers. #10saaljingalala

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TWEETS #DoYourShare – Ola Cabs Shared mobility has become the new paradigm for sustainable transportation and Ola has taken it to the next level with its one-of-a kind “DoYourShare” Campaign. Powered by World Resource Institute (WRI), the campaign aims to reduce the carbon footprint of the country while promoting shared mobility. Three cities- Bangaluru, Delhi and Mumbai, were selected for the campaign with an aim to reduce 1200 tons of carbon emission. The campaign was promoted virally, both online and offline through unique billboards placed at prominent junctions which displayed the emission levels saved in real time. The campaign was a huge success with a social media reach of over 500000 and saved upwards of 1200 tons on emissions in just two weeks.

#NikalChalein – Oyo Rooms

With the much awaited 13-15 August weekend just around the corner, Oyo rooms launched its #NikalChalein campaign in an attempt to cash in on this opportunity. Produced by the DZU Film Company , this in-house ad campaign showcases a plethora of emotions of Oyo customers. The primary focus of the campaign was aimed at the exotic destinations like Udaipur and Shimla, where the company has reportedly been increasing its presence.

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IT’S ALL ABOUT AD-ITUDE Print Ad: Agency: Publicis Conseil, Paris

As one of the world‟s largest travel brands, Samsonite makes some of strongest, lightest and the most secure travel luggage. To target their competitors‟ customer base, Samsonite in association with Publicis Conseil, Paris, came up with an interesting way to spur brand desire. When people are not sure about their baggage, they often use a wrapping service prior to checking in their bags at the airport. Samsonite started a free wrapping service and offered it to every traveller, who didn‟t own Samsonite. The wrapping would be added with the message- “I wish I had a Samsonite” The travellers were more than happy to get a free wrapping and Samsonite was able to spread its message to over 120 destinations around the world, highlighting to travellers that it was time to get a Samsonite!This print campaign is run in collaboration with television, and it has worked amazingly.

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IT’S ALL ABOUT AD-ITUDE TELEVISION AD : VISA- “The Swim”

The Olympic Games are not only about medals. It‟s also about the stories. People love to watch underdogs beat the ultimate challenges to reach the top. It is this sentiment, that VISA has portrayed in its latest “The Swim” commercial, which was launched during the opening ceremony of the Olympic Games at Rio. VISA is the exclusive payment provider for the Olympic Games, and the sponsor of the 10 member Refugee Team. In 2015, YusraMardini, a Syrian national, while escaping the worn torn country, saved 20 lives by towing their boat to safety, through swimming for three hours. She is now participating in the Rio Olympics as a part of the Refugee Team. Her this story of bravery is worth a share and Visa has successfully struck the chord of the viewers;by managing to portray the 18 year Olds life in mere 31 seconds!

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BRAND MARKive HOTSTAR It doesnâ&#x20AC;&#x;t matter if you are a fan of Game of Thrones or Sarabhai vs. Sarabhai, a romantic Bollywood movie or an action packed Hollywood offering, Indians love watching things on the go and are ever enthusiastic about sports. So with the customer base already established and in the likes of Netflix culture from the west, Star India came up with Hotstar, an online movie, TV and sport streaming service in early 2015. In a time where Airtel digital TV and Tata Sky were offering DTH services with recording facility, Hotstar established its own name, primarily because of its wide library, good design and low cost. Talking about costs, the app is available free of cost on Android and IOS with minimal charge for premium subscription.

,spans content in 8 different languages, keeping all customers happy. With over a year since its inception, standing at over 25 million plus downloads on Android alone is not easy. The credit goes to its promotion team. Through channelizing both online mediums, like there are certain web series available exclusively on Hotstar, as well as the broadcasting mediums, like advertisements on TV, radio etc, it has been able to generate a constant buzz.

Hotstar also scores pretty well in both variety and diversity. With Star already owning a bulk of TV channels, having broadcast rights for all the major sports, as well as popular American shows like Prison Break and Modern Family under its belt, there is no shortage of promising content on both the website as well as the mobile app. The addition of premium subscription has given the access of not only the latest Bollywood and Hollywood flicks, but also streaming of popular shows like Game of Thrones, as and when they air in America. Regarding diversity, the app which is currently available only in India and Nepal

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BRAND MARKive Like any other brand, Hotstar has had its share of challenges, primarily on two fronts. First being the quality of service offered. In a market often plagued with slow internet connections, video streaming preserving its quality is an uphill task. With frequent updates, Hotstar has managed to efficiently utilize the bandwidth. Second, in an era of fierce competition, with Netflix, Spuul, Voot etc online streaming services already available, it has managed to survive and grow majorly due to its variety and cost effectiveness. And with over 100 advertisers under its kitty, profit margins too have been high. So next time you sit down to watch a live Olympic game or a missed television episode on Hotstar, thank Novi Digital Entertainment Private Limited of Star India for an amazing service which they introduced. Promotional Description: Feeling bored and lonely? Missed your favorite episode? Need to watch a live game on the go? For people on the move, its time to go solo, its time for Hotstar.

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COVER STORY Logo Revelation You stop your car in front of a coffee shop. The moment you look up and see a mermaid inked on the wall of the store, your inner voice screams the name of the brand. Yes, it‟s Starbucks. That‟s how profoundly the brands are connected to their logos. What really are logos? They are signs or symbols that convey the identity of a company or an organisation. A good logo must be simple, so that its design is clear while using in different contexts. If the design is too complex, then it might be blurry when decreased in scale. The logo created should be such that they are easy to read and identify. Connecting with the audience in a positive manner is their main purpose. One should remember that symbols are highly subjective and dependent on cultural reference. For example, the word swastika is derived from Sanskrit which means “good fortune” or “well-being”. It was and is still used by different cultures all around the world to symbolize good luck, life, sun, power, and strength. Unfortunately, its meaning had been expropriated by the atrocities of the Nazi party. No symbol has an inherent meaning of itself, but when it‟s attached with war and tragedies, a simple symbol like swastika can turn into a potent talisman which can bring out an intense reaction from the viewer. Our emotional responses to these images reveal the depth of our relationship with the visual world around us. Hence, usage of such symbols must be avoided in the logos.

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ORIGIN OF LOGOS Logos have existed in one form or the other for thousands of years. Hieroglyphs were used by Egyptians to brand the domestic animals and mark their ownership. Ancient Greeks and Roman potters used logos to identify their manufacturers.

HISTORICAL IDENTIFYING MARKS Over the past many years, stamps, symbols, and signs have been used to recognize people. This printer‟s trademark of sixteenth century designates a beautiful paradox. It was used along with remark reading “Make haste slowly.” Swiftness is visually designated by the speedy marine animal and stillness is shown by the anchor.

COVER STORY

COVER STORY LIBERAL ADVERTISING In 20th century, there was no idea of targeted advertising. Hence, the designers used everything under the sun as the symbol to advertise their product. Ironically, cigarettes used full vocabulary to make their product more enticing before we realised their fatal effects.

Aldus Manutius, printer‟s trademark, c.1500. CORPORATE IDENTITY Due to the industrial revolution in 1800‟s, the reach and power of mass production increased along with the marketing used to large promise, is thea simple promote“Promise, it. Corporates realised that an advertisement. identifying sol signof will not suffice the“ need of Samuel Johnson. distinguishing -themselves amongst growing competition in evolving markets. That‟s when companies started using logos as one element in a broader system of many visual elements to distinguish themselves from the other companies. Wiener Werkstätte was a marketing and manufacturing company founded in 1903 in Vienna. Many decades earlier, when the term “corporate identity” was inexistent, these designers were doing that work magnificently. The images from left to right are Werkstätte monogram, the rose logo and logo for Galerie Miethke designed by Kolo Moser. These standard elements along with the square as a decorative motif, were used to design everything from bills to wrapping paper. Now that‟s the commitment towards devising an immersive brand environment: The Werkstätte logo forged into the handle of a cupboard key.

A child suggesting her mother to smoke cigarettes, really? BRAND ERA The 20th century approach towards branding is old school. The current age can be designated as the age of brand era. Presently, brand has little to do with the life of the product. It‟s a free standing area. For example, Nike is more than a shoe company, it‟s a concept that showcases transcendence through sports.

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A child suggesting her mother to smoke

COVER STORY

LOGO IN THE MAKING Now that we know the history and importance of logos, we should also be acquainted with their different models. Since logos are the “face” of the company, they portray the company‟s distinctive identity by colours, fonts and images which provide necessary information about a company allowing the consumers to identify with the brand. For a potential customer, the logos must be peculiar and intelligible. Even though there are diverse choices of visual elements, typography and colours, the logo must be designed in a way that is relevant to the brand and industry. IT companies usually have angular logos to imply speed, while service-related firms have curved logos to show a sense of faith and service. They could be categorized into three classes. WOODMARK A logotype embodies the company‟s name into a uniquely styled type font treatment. They come in hundreds of possible varieties, shape and sizes each of them imparting a different impression upon the target audience. Script fonts entail a sense of formality and simplicity. Different font sizes convey different messages to the audience. Thick fonts denote strength and power, while slanted fonts signify a sense of motion or movement. Sometimes hand drawn letter, characters or symbols are used that have been carved in a way to capture the public‟s interest. A logotype may also include logos, usually for greater visual effect.. The Sony VAIO logo has a hidden meaning. It describes the idea of analogue and digital technology into one, the first two

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letters makes a wave, and the “I” and “O” represent the binary digits. Similarly, the blue logo of IBM has white lines in between that give an appearance of equal sign, signifying equality.

ICONIC/SYMBOLIC Icons and symbols are captivating yet unsophisticated images which are indicative of a particular company. These images convey an abstract representation of the organisation. Symbols are not as straight forward as text leaving room for the audience to interpret what it depicts. Then there are logos that literally illustrate what a company does, such as when a house-painting company uses an illustration of a brush in its logo.

COVER STORY COMBINATION MARKS These are signs with both text and symbol that present the brand image that a company or organization intends to project. Brief texts can complement the icon providing additional clarity as to what the company is all about. Many standalone combination marks also exist. For instance, the old Starbucks logo had the text integrated with graphics, whereas the AT&T logo has separate text from the icon.

CLEVER LOGOS Let‟s go through some of the logos that have a clever visual representation of their name. Rather than just aiming to make something attractive, the designers went a step ahead with their innovation and a perspective that skewed enough to see things in a different manner. Golfer or a Spartan? Perfect usage of the left out space. The golfer and his swing double as a Spartan. Is that a bird or a lion? If you look at the feet of the bird for a while, an astoundingly clear figure of a lion emerges. An awesome visual simile. Find the map of Australia! The logo says everything that it needs to. A lady is twisting herself while performing an asana and her body sculpts the map of the nation.

What happened to “i”?This idea looks obvious but I am sure it takes a lot of tweaking to get to this point. Some designers have a gift for simple touches that changes everything. Two “F” and one plane. The two „F‟ forms a plane in the middle. Another example of subtlety in wit. “B” and “R” indicate 31 flavours. These two alphabets denote the number of flavours. What else could you want in a logo?

As of now, brand identity design is thriving. In the coming years, as usual, it is the creative thinking that will be the need of the hour. One important asset will be the willingness to take risks for developing a strategy for a brand‟s visual persona. The faster the technology develops the greater the evolution of logos will occur.

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Special Story Retailer’s Brands: Future of Private Label Brands What are the competitions that manufacturing companies face today? Is it the competition from the rival brands? Probably not! You can‟t be sure of it. One of the major threats to such established brands are the Private label brands. Such Brands are nothing but retail brands fully owned, managed and controlled by the retailer rather than the manufacturer or producer. Earlier these brands were considered as low cost alternatives to manufacturer brands and were the hot shot products for a recession period or for people who could not afford the manufacturer brands. But with the advent of organized online and offline retail market, these brands are now sailing high. Owing to lower prices to the customer and higher margin to the retailer, these brands are profitable entities to have in a retail chain.

As a result, the private label penetration in retailers like Trent, Reliance retail, Pantaloons, Nilgiris has risen to around 90%, 81%, 75% and 38% respectively in India. International retailers such as WalMart have considerably lower private brand penetration than this. From the retailer‟s perspective, there are few factors which have given boost to private label brands (PLBs). One of them is the change in consumer‟s perception about private labels. Private labels are used as a tool to improve consumer‟s perception of the retail store. This improved perception enables the retailer to bring the customer more to the store and in the process gain a greater share of his/her wallet. Research shows that private label loyalty leads to store patronage. Retailers tend to gain higher margin from private labels. One advantage of Private Label Brands is that the retail stores have easy access to first hand shopping habits, fashion trends and preferences.

Over the last four decades, the retail chains have grown bigger and have gained the trust of consumers. Consumer‟s perception about the private label brands has changed from being a low price alternative to a high quality variety offering brand provided by the retailer.

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SPECIAL STORY They can infuse these insights into their brands, making it more appealing. The retailer can also narrow it down to what product sells better and what is in vogue. Private Label Brands are highly successful in segments which are not fully covered by regular manufacturing brands. For example, in Indian apparel market, ethnic wears, which is untapped by mainstream brands, are cashed in by Private Labels. In India, modern retail has set its ground almost at the same time as have the big manufacturer brands. This makes it possible for the modern trade retailers to establish themselves as a brand which is as big as a manufacturer‟s brand. For example, consider a shirt under the Shopper‟s Stop brand. When one is gifting a shirt, he might consider this option as good as a Peter England or an Indian Terrain shirt. This is because he might want to gift a premium quality shirt to his colleague and Shopper‟s Stop also fits that premium brand image as much as Indian Terrain. We have different categories of products in India, where branded variety is limited. In such cases Private Label Brands have higher acceptance. For example, an Apollo stamped nail cutter would appeal to one as much as any other brand‟s nail cutter. This is a case in which the product is not highly brand acknowledged. In such categories, the retail chain itself creates a brand. If one has to gift a chocolate gift box, he might consider an Archies brand chocolate box or a Ferrero-rocher. The reason to go for an Archies chocolate gift pack might be variety seeking behavior shown by the customers.

In an experiment done by Aditya Birla Group in Vishakhapattanam, Andhra Pradesh, they replaced 25-30% of the brands by Private Label Brands. This was done in 30 stores across the city and resulted in fourfold increase in the sales.

Private Labels Brand‟s reach to the customer is generally limited to that retailer only. The best chance of promotion that they can get is in their stores only. They also try reaching out to their loyal customers through SMS, Newsletters etc. Private labels offer attractive choices in various product categories like apparels, fast food etc. India still has under developed retail market with majorly unorganized sector. Even then the apparel industry is filled with Private Labels. Lifestyle has “Melange”, Shoppers‟ stop has “Stop”, “haute curry”, “Kashish” etc. Online retailers such as Myntra, Jabong, YepMe are coming with their own brands. But they retailers have to keep in mind the quality of their products. As they are not manufacturing the products, they have little control over the technology that goes into making these products. Any defects not only leads to lesser sales but also lowers the brand value of the retailer. Moreover, replacing all branded product with Private Label Brands might lead to drop in sales

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SPECIAL STORY

Some retailers tried doing this and subsequently suffered losses. For example, in UK, Sainsbury tried replacing all brands with Private Labels and saw a drop in its sales. Private brands generally start saturating when they reach over 50%. In the developed countries like USA, England, Japan etc. they have already reached this threshold market share. But the prospects are much higher in developing countries such as India. With private labels forming 40% sales of Wal-Mart and around 50% for Tesco (approximately $190 billion), the future of Private Label Brands in India looks promising.

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MARKETING FAUX PAS Cadbury Picnic While maintaining the brand image, a brand should never forget the values it has established for so long. One negative ad can tarnish the credibility and equity behind the brand. Consumer sentiments must be kept at foremost consideration before designing an ad, to penetrate into any market successfully. “Obey your Mouth”- a recent TV ad by Mondelez to promote its Cadbury Picnic bar, was taken off air as a complaint was registered against it for exploiting the often caricatured Indian accent. The Advertising Standards Bureau (ASB) banned the ad for its negative depiction of an Indian Man and vilification of a person or section of that community. The ad shows flight details being read out by a man over a microphone. The man‟s lips then start moving haphazardly as he begins to speak faster, making announcements about the ready to depart flights. The man then takes out a Picnic bar to have a bite and his voice returns to normal speed. The complaint registered to ASB was against portraying Indians in the most stereotypical and offensive manner.

According to sources, more than 147,100 Indians reside in Australia but still they are never portrayed in commercials on Australian Television. But Mondelez Australia, the parent company of Cadbury argued that the advertisement fit in with the concept of “Obey your Mouth” and was designed to appeal to their consumers. According to them, the advertisement aimed at bringing joy into our lives and was based on the concept of our mouth craving for certain things at certain times. Mondelez claimed that the ad was not meant to insult or offend Indian people. Given the humorous nature of the ad and the fanciful animations, Mondelez believed that the ad didn‟t depict any state of affairs from actual life and that people should accept it. Although disappointed with the decision of ASB, Mondelez accepted it and stated that the ad would never return on air.

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Hall-MARK CAMPAIGN “Do You” - Gap Champions individuality

With the fall season approaching, the the mighty apparel brand GAP has kick-started its marketing campaign. Armed with a catchy tagline backing its ongoing campaign - "DO YOU", the work for its latest campaign tries to epitomize individual creativity and inner passion which is celebrated by its new slogan. As per the company's latest positioning strategy, a new two-minute video has been released which was created in partnership with photographer Sam Nixon and the community-based Brooklyn United Marching Band. Supported by GAP‟s inhouse marketing team and Untitled Worldwide, the video serves as a touching mini-documentary celebrating the ambitions and aspirations of the band members. The personal touch brought about by the band members helps to bring home a message of uniqueness, creativity and self-belief amongst the company‟s target customers. Later this fall, Gap will release its photo shoot partnerships with the likes of photographer Nadine Ijewere, who gained fame for shooting portraits of the siblings for a series titled "Same/Difference”; Korean model and food blogger Sora Choi; Pop'Africana Editor Oroma Elena and Spanish photographer and model Diego Villarreal .

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Each image is featured in models‟ Instagram handles and re-instates the company‟s theme of personal touch and individuality. The basic idea behind partnering with these artists is that the company is aiming to use its new platform to highlight unique perspectives, differences, diversity, optimism and creativity amongst the youth. In a soon to be released 15-second anthem, the company has incorporated another artist, and used an original song by Pogo that he remixed by using sounds and scenes from the campaign shoot. The company is eager to revamp its dull reputation and is hence using artful advertising from Hollywood directors like David Fincher and Sofia Coppola. Through the process it is trying to convey that it is effortlessly cool again and wants to win back its customers.

HALL-MARK CAMPAIGN

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PIONEER Richard Branson Richard Branson, the flamboyant British entrepreneur, philanthropist and investor is best known as the founder of Virgin Group. Born in 1950 at Blackheath, London, he studied at Scaitcliffe school where he struggled with academics due to dyslexia. He started his career in 1966, with a youth centric magazine, The Student. This magazine sold $8000 worth of advertising in its very first edition and was an overnight success. In the year 1969, Branson started a mail order record company called Virgin, as suggested by one of his friends as they were all new to the business. The mail order record company performed modestly and enabled Branson to expand his business. He started his own label company in 1972 under the name of Virgin Music. Within a year, the label struck gold when it‟s very first album became a smash hit and remained in the charts for about 5 years.

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Combining this solid start and Branson‟s networking skills and smart signings, Virgin Music became one of the top six music companies of the world. Branson always believed in the philosophy of growing business by investing in something. With this philosophy, he founded the Virgin Atlantic airways in 1984. His successful run came to an end in 1992 when Virgin was struggling to stay afloat. He later sold Virgin records for £500 million to pump money into his virgin Atlantic to keep it afloat. After the loss Branson launched Virgin Radio in 1993, followed it by launching Virgin Mobile in 1999 and Virgin Blue Airlines in 2000. Today the total worth of Richard Branson is $5.2 billion(as of Jan 2016). Branson was listed as the most Influential British Entrepreneurs in the year 2015 and he is also listed in the list of most admired business personalities of the last five decades by the Sunday Times.

PIONEER

Other than the career achievements Branson is also known for his sporting achievements. He held the world record for his record breaking Atlantic crossing in the year 1986. He was knighted in the year 1999 by the prince of Wales for his services. Branson has also shown his concern for global warming which led to the formation of Virgin Fuels, by which he hopes to provide an alternative for Fossil Fuels in the near future. He is also a part of Global Zero, which is a group of 300 world leaders who work towards the elimination of nuclear weapons. As impressive as his resume may be, his greatest achievement has to be creating a completely fabulous and envious life for himself. As he Quotes â&#x20AC;&#x153;My general attitude to life is to enjoy every minute of every day. I never do anything with a feeling of, 'Oh God, I've got to do this today.â&#x20AC;?

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Bookworm Through the life and tales of the "Father of Mustang” If someone tells you that you don‟t have to be a great marketer if the product is right, would you believe that? Maybe, maybe not. But, if the person who tells you that is Lee Iacocca, you probably shouldn‟t be even considering to be skeptical. Because, if the so called “Father of Mustang” tells you to make the product right, there is every possible reason to believe he is right. Lee Iacocca is an American automobile executive best known for spearheading the development of Ford Mustang. The book “Iacocca: An Autobiography” co-authored with William Novak, is taken up with reminiscences of Iacocca‟s career in the car industry, his triumph of the Mustang and climb to power in Ford Motor Company and then his leadership with Chrysler Corporation. After serving 8 long years as the President of Ford, on 1978 over a plot to fire him, Lee Iacocca resigned from Ford. When the world believed that the career of Lee Iacocca has come to an end, he joined Chrysler as the President and CEO. It was a time when Chrysler was on the verge of bankruptcy. Iacocca resigned from Ford to move to a “sinking ship” as they called Chrysler. In spite of all odds, with his powerful leadership, innovative strategies and willpower, Lee Iacocca revived the company, finally making profits.

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Lee Iacocca is an American legend, moreover a straight-shooting businessman who brought back Chrysler from the brink of bankruptcy and in the process became a media celebrity, newsmaker, and a man many had urged to run for president. A truly inspirational book and a must read for Marketing enthusiasts to know what it means to be a successful marketer, businessman and a powerful leader.

KickStart Delhivery E-commerce in India has seen a huge boom in the past few years, and is a $15 billion industry today. For any e-commerce service to be successful, it needs a very strong foundation of supporting services such as payment, marketing, technology, and logistics and supply chain. Amongst these, logistics and supply chain is a sector that has been quite dry in terms of drawing institutional investors‟ interests.

A second round of funding from Times Internet Limited and Nexus Venture Partners followed soon, and Delhivery spread its reach all over the country in no time.

Currently, they have made their presence felt in 350+ cities, serving 2000+ clients and associated with 100000+ sellers. The Indian online shopper base is maturing fast with rising technologies and increasing incomes. To serve this increase in demand, it Nevertheless, in spite of being overlooked by can very well be said that Delhivery‟s coming angel investors and various entry barriers, of age couldn‟t have been better timed, and Gurgaon based „DELHIVERY‟ has grown with that the pathway is set for this company to India‟s largest e-commerce full steam over the past few years, and is become currently one of the few Indian companies enablement company. providing a variety of customized solutions such as express logistics services, fulfilment solutions and end-to-end supply chain solutions for e-commerce websites, brick and mortar retailers and local businesses. A brainchild of Mohit Tandon, Sahil Barua, Suraj Saharan, Bhavesh Manglani and Kapil Bharati, Delhivery‟s first sorting warehouse was set up in Gurgaon in 2011. They initially followed a gradual expansion strategy since Logistics was a capital intensive industry, but soon expanded throughout the NCR region. Come 2012, they managed to raise a funding from Times Internet Limited, and this was the kickstart Delhivery had been waiting for.

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FEATURED ARTICLE Measuring Return on Digital Investment -Jatin Panchal, JBIMS Change is the new constant. The confluence of people & technology has given rise to myriad possibilities of addressing the issues of mankind sustainability. There is a tectonic shift in technology that the world is experiencing today. Large or small organizations, rich or poor economies are witnessing the impact of a massive digital transformation or impact through digital initiatives or investments? Let me clear few things first. Digital initiatives are not only limited to creating websites and social media pages. In fact, digital initiatives are focused more towards capturing & analysing vast data that is generated from products, process, applications or operations that are analysed to generate insights that make faster, accurate and unbiased (data driven) results. Well, let me share an experience I had while attending a Smart Products exhibition in the US. Imagine every appliance in your house is connected to the Internet (Internet of Things) right from your weighing scale in the bathroom, to your refrigerator, microwave, coffee machine, washing machine etc. Now, when you check your weight on the weighing scale (say it is overweight), it records your weight and sends it to all the appliances in your house. After the bath, when you go for the breakfast, your refrigerator (which has an inbuilt camera) will prompt that since you are overweight, you cannot eat high fat items like cheese, milk, cake etc. kept in the refrigerator

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(an appliance that cares about your health). Now, based on the low fat items in the refrigerator, your microwave will prompt you that it can prepare say 15 recipes (available from internet) that are recommended for healthy eating. This is the future Smart Home!

Consider an example of banking sector which is one of the fastest in the race to adopt digital technologies. Be it e-banking or ATMs, digital adoption by banks and consumers have changed the definition of banking. Today, banking is no longer a â&#x20AC;&#x17E;trip to the branchâ&#x20AC;&#x;. So what are the impacts of going digital? Well, for customers, it is ease of banking, faster transactions, and for banks it is engaged &satisfied customers, improved reach (24x7 service), customized

FEATURED ARTICLE banking depending on different users, improved sales and much more. Mobile banking has led to improved customer satisfaction, primarily due to digital offerings(1). Similarly, linking Aadhar no with bank accounts and e-filing has fasten the tax filing process, resulting in improved experience & faster transactions. What we just experienced was an impact of going digital. So what you as a consumer will get out of using such appliances or services? Ease, Comfort, Quality Lifestyle, Satisfaction and much more. So, the BIG question, how do we measure the impacts, the returns that we achieve by investing in digital technologies / initiatives? The answer is through â&#x20AC;&#x17E;DATAâ&#x20AC;&#x;. Every business measures some key performance indicators (KPIs) by which they predict the outcomes of their business like profit & loss, revenues, customer satisfaction, productivity, efficiency etc. So when it comes to measuring the returns from implementing digital strategies, it is different from traditional ROI calculation techniques. With conventional offline marketing strategies, the data of consumers was not available, but to measure ROI on digital strategies, analysing data plays a crucial role. Let me highlight some cases from the industry. In a manufacturing setup (talking about Industries 4.0*), it calls for connected manufacturing where different functions like purchase, finance, quality, HR, production, supply chain& logistics are working in cohesion. Data generated from these process are analysed to improve productivity, reduce waste, optimize process etc. Even in case of smart products, capturing

information like usability, time of operation, field failure data, and warranty data will help measure customer satisfaction levels (which in turn will drive revenue),improved aftermarket sales will lead to customer longevity (stickiness). Today, in the retail sector, where there are so many options available for consumers, the BIG retail chains thrive on the consumer data to find answers to business questions. Retail companies have developed & deployed human behaviour models based on consumer spend data, consumerâ&#x20AC;&#x;s sentiment for particular brand, age group, family composition, lifestyle etc. They are investing in creating data based model to drive decisions which leads to customized & focused marketing for every consumer resulting in saving unnecessary marketing efforts and optimize the sales engine. However, if you look at business like OLA & UBER which are 100% application based quantify their earnings by no. of rides booked, cancelled, time of rides, frequency of rides, customer scores and rating etc. Moreover, e-commerce companies are promoting offers on app based purchases which clearly indicates that factors like trust, customer engagement, and application usage are on the high which can be eventually measured. In the world of digital, it is not the fittest, but it is the survival of fastest. Siloed approach has hindered the measurement of digital impact, but defining right metrics, capturing relevant data & performing data analysis that drive business outcomes will alleviate the ROI measurement. The business that can implement such a process are here to reap rich benefits.

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FEATURED ARTICLE Are Loyalty programs a thing of past ? -Vipin Sirohi, IIT Bombay Loyalty reward programs have nowadays become central part of customer relationship management. These programs are designed to encourage consumers to continue to shop at or use the services of businesses associated with the program. But the question is: Are these programs working? A 2015 study in America shows that of the top 100 retailers, 51% have some form of customer loyalty program in place. Retailers with no loyalty program generated $496 billion in revenue or $9.9 billion each on average. These retailers saw an average growth rate of 3.3%. On the other hand, retailers with loyalty program did $1.3 trillion in revenue during the same period or $26.7 billion on average (which is more than triple what the non-loyalty retailers did). These are growing revenue at 2.7%. Regardless of low performance in terms of revenue growth, over the past five years, market capitalization for companies that focus on loyalty programs has outpaced that of companies that donâ&#x20AC;&#x;t. This reflects the hope that meaningful loyalty programs can drive long-term value. For many industries, customers shift their spending patterns rather than stop doing business with the company. According to 2015 Colloquy Customer Loyalty Census, American households hold memberships in an average of 29 loyalty programs, but are active in only 12 of them.

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Hence managers are increasingly interested in share of wallet rather than customer retention rates. In the past points program, discounts and rewards played starring roles in loyalty programs. But according to industry experts these tactics no longer impact consumers' overall loyalty to a brand. Itâ&#x20AC;&#x;s time for marketers to look beyond convoluted rewards systems and offer actual value to customers using loyalty program.

Consumers' desire for seamless, compelling and personalized brand experiences is driving the next generation of customer loyalty. While developing loyalty programs following aspects may be considered: Digital loyalty apps: As consumers have begun to move towards digital payments, the nature and scope of loyalty programs

FEATURED ARTICLE is shifting. Digital Loyalty apps reward customers without cluttering up their wallets with cards and let you gather data on their visits and purchasing habits. It can be seen that consumer preference is roughly split between fully-digital programs and card-based programs. Therefore, businesses looking to implement loyalty programs should consider vendors that offer a hybrid system (i.e. physical cards tied to a digital network).

Personalization: An optimal loyalty program should make consumers feel that the retailer knows them and therefore can offer services relevant to them. According to the 2014 Bond Brand Loyalty report, overall satisfaction of customers with loyalty programs is 4.6 times higher when they are recognized, communicated with and rewarded based on their personal tastes. However, a key challenge retailers may face in this process is connecting data across multiple sources to identify individual customers. Retailers need to develop linking strategies and should constantly update data coming in from multiple channels.

programs should consider vendors that offer a hybrid system (i.e. physical cards tied to a digital network). Personalization: An optimal loyalty program should make consumers feel that the retailer knows them and therefore can offer services relevant to them. According to the 2014 Bond Brand Loyalty report, overall satisfaction of customers with loyalty programs is 4.6 times higher when they are recognized, communicated with and rewarded based on their personal tastes. However, a key challenge retailers may face in this process is connecting data across multiple sources to identify individual customers. Retailers need to develop linking strategies and should constantly update data coming in from multiple channels. Cus-tomers Want to See Results:Customers want to see that they are sav-ing money or earn-ing points to receive some perk from the loyalty program. Peo-ple leave loy-alty pro-grams when they no longer feel the reward is within their reach

Cus-tomers Want to See Results: Cus-tomers want to see that they are sav-ing money or earn-ing points to receive some perk from the loyalty program. Peo-ple leave loy-alty pro-grams when they no longer feel the reward is within their reach. t can be seen that consumer preference is roughly split between fully-digital programs and card-based programs. Therefore, businesses looking to implement loyalty

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FEATURED ARTICLE Encourage advocacy: Research shows that 74 percent of consumers choose companies/brands based on the experiences shared online. Positive buzz about business should be encouraged by rewarding social advocacy. Customer loyalty program ideas: Tier system: Studies show that it costs about five to 10 times more to gain a new customer than it does to sell to an existing one. Research further shows that current customers on average spend 67 percent more than new customers. One way to attract new customer and then increase sales is to implement a tiered system in which initial rewards are given as an offering for being a part of the program and then encourage more purchases by increasing the value of rewards as the customers move up the loyalty ladder.

care about their needs. It will also help you grow your network to reach your partners' customers too. American Express's Plenti program launched in May 2015, lets consumers pool their rewards from varied retailers like Macy's, AT&T, Rite Aid and more.

Charge an upfront fee for VIP benefits: One-time/annual fee-based loyalty program that lets customers bypass common purchase barriers can be customized to address the obstacles that may cause customers to leave. Amazon‟s “Prime” program is an example of such strategy that solves online shoppers‟ key pain point: delivery. It is estimated that “Prime” members spend over four times We can conclude that loyalty programs are more with Amazon than non-members. popular and ubiquitous marketing instruments and can be extremely beneficial Coalition programs: Strategic partnerships if they are set up and run the right way. for customer loyalty can be super-effective One thing to keep in mind while structuring for retaining customers. When customers are loy-alty pro-grams is that it should provided with value that's relevant to them sup-ple-ment your loy-alty strat-egy and but goes beyond what your company alone not act as your loy-alty strat-egy. can offer, it shows that you understand and

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SquareHead

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BUZZ PUZZLE

ACROSS 3. ________klishina-the only Russian who competed in the athletics at Rio 2016 after successfully appealing against ban 4. ________ project scrap to affect 3000 jobs in Infosys 5. Appointed Sunita G.R as head of its business marketing for its India operations 7. ________Enters strategic partnership with scoop whoop

DOWN

CLUES

1. Among first companies certified under us-eu privacy 2. Retail giant buys jet.com 3. Google launches competitor to facetime

______

6. Usain bolt ambassador for this sport company

Answers: Across 3.Darya 4.RBS 5.Facebook 7.yupptv Down 1.Microsoft 2. Walmart 3.duo 6. puma

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Call for ARTICLES CALL FOR ARTICLES SEPTEMBER 2016 Articles can be sent on any one of the following topics*:

1. Marketing to LGBTQ customers. 2. The Era of mobile marketing automation 3. Crowd Funding â&#x20AC;&#x201C; A gateway for female entrepreneurs *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 Winnerâ&#x20AC;&#x2122;s Certificate. Deadline for the submission of article : 20th September, 2016

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The TEAM TWEETS by Yash Agarwal Itâ&#x20AC;&#x2122;s all about AD-itude by Deep Shah Brand MARKive by Saurabh Sharma

COVER STORY by Anchal Pandey SPECIAL STORY by Shivam Dixit FAUX PAS by Chumi Talukdar HALLMARK CAMPAIGN by Suhita Pant PIONEER by Abhishek Bhardwaj BOOKWORM by Jishnu Rudrakumar SquAreheaD by Mansi Parekh BUZZ by Rohit Radhakrishnan KickStart by Devarshi Sil PROOF READ by Saurabh Sharma Devarshi Sil Jishnu Rudrakumar DESIGNING by Abhishek Bhardwaj Deep Shah Shikhar Sodhani PROMOTIONS by Suhita Pant Rohit Radhakrishnan

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To subscribe to "The Marksman", Follow the link:http://interfacesimsr.com/index.p hp/marksman OR drop in a mail/contact us at : interface.newsletter@gmail.com Subject line: Subscribe: YourName_InstituteName_Cours eYear Follow us at: http://www.facebook.com/simsr.in terface Website: http://interfacesimsr.com/index.p hp/marksman 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 received from students of other colleges.