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 about “Proximity Marketing”. It defines the use of technology like Wi-Fi or Bluetooth to reach the potential consumers with related content. The special story, “The Holy Grail of Marketing” states how marketing creates a deeper impact than thought on consumers. We would like to congratulate this month’s call for article winners –Shashank Sharma and Shruthi KS, 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. We’d also like to hear back from our esteemed readers on how you find this issue. Your feedback is valuable for us! It helps us improve our magazine. Enjoy Reading! Stay with us on www.interfacesimsr.com/index.php/marksman Follow our Facebook page for more updates.
January 2017
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Content Tweets
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It’s All About Ad-itude
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Brand Markive
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Cover Story
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Special Story
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Marketing Faux Pas
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Hall-mark Campaign
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Pioneer
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Rewind
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Bookworm
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Kickstart
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Featured Articles
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Square Head
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Buzz
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TWEETS
#luckyman The much-awaited Stan Lee’s “Lucky Man” series was launched by installing a Twitter powered vending machine in Waterloo station. All you have to do to win is to tweet a selfie with #luckyman. The campaign tests the luck of the customers, ‘rewarding’ them randomly with gifts ranging from lollipop to cash. After a few hours of the campaign the news was trending locally on Twitter, with thousands of participants getting involved. Since the Twitter has a global outreach of millions of users, it was an amazing use of a short, viral activation that engaged consumers and treated them with a little something on their daily commute! Our lucky lady won £1000 but she doesn’t seem as delighted as the man who won a simple packet of chips. It looked like it might be his best day ever. He was unbelievably happy.
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TWEETS #BeatlesOnSpotify Almost 55% of the British users follow any music account on twitter. Since 80% of the adults use emoticons on a daily basis, Spotify has combined these two mind-blowing statistics to make an amazing marketing campaign. Beatles have their own iconic custom emoji with its launch on Spotify. If you tweet #BeatlesOnSpotify and add another emoji along with it, then you will automatically receive your own playlist for that emoji combination.
#Bethedifference Arsenal’s Mesut Ozil has some serious skills for Adidas’ #Bethedifference campaign. This video on twitter brings the stars closer to its fans. It highlights the global reach of the tournament and its impact on football creators all over the world. It all started in June 2015, when Adidas football began a search for the world’s best game changers and playmakers during the UEFA Champions League Final in Berlin. Since then, #BETHE DIFFERENCE tournaments have sprung up in over 30 cities around the globe.
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IT’S ALL ABOUT AD-ITUDE PRINT AD: Khimji Jewellers AGENCY: JWT, Kolkata
Khimji Jewellers, India, has recently carried out one of the most creative print ads for its earrings, rings and necklaces collection, showcasing how in the world of machine-made jewelleries, the gold artisans who uses old techniques still hold a significant place. These ads are done by J. Walter Thompson Kolkata and it shows how Khimji jewellers take the help of experienced artisans to handcrafts exquisite jewelleries.
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IT’S ALL ABOUT AD-ITUDE TELEVISION AD: Buffalo/Future Group AGENCY : And and And
And and And Ad agency conceptualised an ad film for Buffalo, a brand for men’s apparel, which is a part of the Future Group. Varun Dhawan is featured in the film. This fashion brand has been a leading player for the past 38 years and has given the fashion world a wonderful wide range of denims, t-shirts, chinos, jackets and shirts. The new ad is based on the importance of being ‘one with oneself.’ It is set out in the wild and has captured the river, the magnificent forest, the great landscape and the freedom of being alone. The advertisement transports us in a different world altogether with only the unspoilt nature accompanying us. Buffalo brand is known for its ruggedness and the same has been beautifully shown in the ad with its positioning statement: One with Oneself.
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BRAND MARKive Symantec In this era of globalization and technology, national boundaries have been blurred and world has evolved as universal market for goods and services. But this has also led to infringement of privacy and raised concerns over security. These privacy and security issues have not restricted themselves to the real world; they have major implications in cyber space too. With the growth of technology, cyber threats have also grown exponentially. Welcome to the world of cyber security, the need of the hour. This is the market space dominated by world’s leading cyber security company- Symantec. With successful brands like Norton, LifeLock and Geo Trust under its belt, Symantec is considered a one stop solution to protect against all forms of attacks across endpoints, cloud and infrastructure. Customers, Organizations and Governments have been relying heavily on Symantec for their data security needs. Its Norton suite of products alone has a community of over 50 million people depending on it for protecting all devices against cyber threats. Established in 1982, Symantec owes its initial success to development tools like THINK C, THINK Pascal, Visual Café and Symantec C++. The company went public in 1989. But it was not until 1990 that the company’s fortunes changed altogether. It was the year Symantec acquired Peter Norton Computing for $70 million, giving it a 34 percent stake in utilities
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COVER STORY
BRAND MARKive
market at that time. Thereafter, it shifted its focus from development to security market. Always touted as an acquisition friendly company, Symantec rounded 1998 with acquisition of Intel and IBM’s antivirus business. Any brand success story is incomplete without mentioning about its competitors. In the antivirus industry, Symantec faces stiff competition from McAfee, BullGuard, Kasperskey and Avira. It has had several feuds with rival McAfee over copying Norton’s code in its antivirus program. Nevertheless, the company has retained its leadership in the segment. Some of the credibility under its belt include attaining top market position in seven different consumer and enterprise security segments. It has also achieved top honors in three storage and availability market categories. Today, the company offers products in four different verticals, namely threat protection, information protection, small business and website security respectively. Its success mantra has not changed over the years, which is focusing on its customers and enabling them to have confidence by providing security and management in this information-driven world. Thus, providing complete protection and control in the hands of the customer, Symantec has successfully positioned itself for global leadership in a global future.
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COVER STORY Proximity Marketing India, the second most populous country in the world, is predicted to surpass the United States in number of smartphone users in 2017. Around 244 million people in India are predicted to use a smartphone by 2017 as compared to around 220 million people in the United States. These figures indicate the enormous penetration of mobile devices and the tremendous change in behaviour in terms of using mobile phones (Especially smartphones) as a preferred way of consuming digital content.
These changing times can be instrumental for marketers in discovering a new medium to communicate with customers via their portable devices. Using Wi-Fi or Bluetooth to send promotional messages of their products
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and services to their customers’ smartphones and tablets in a close proximity is called proximity marketing. Proximity marketing is also called hyper-local marketing. With the use of technology, marketers bring a variety of marketing messages to consumers who are . nearby and looking to make a purchase. Uses of proximity marketing are varied and include distribution of media at social applications, concerts, payment gateways, local advertising and retail check-ins. Any device that is GPS enabled can make use of proximity marketing. The different technologies that can be used to detect smartphones in the vicinity are as follows1.)Bluetooth – Beacons connected to the smartphones can be used by retail chains. With the use of a mobile application, technology is enabled and permission is requested. Content and offers can be pushed though Bluetooth and all of this does not require the use of internet connection. 2.) Wi-Fi Hotspot – Many retail outlets make use of this technique. If one uses the Wi-Fi hotspot dynamic marketing content is pushed directly to the user via web browsers. 3.) Mobile Browser – If one visits a company site while in the proximity of a location, dynamic content can be geotargeted to the user irrespective of whether the person is using Wi-Fi or not.
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COVER STORY
COVER STORY 4. ) NFC – In a Near field Communication enabled phone, the location of a phone can be determined by connecting to a RFID chip on a product or media. Apple pay and other such payment gateways make use of NFC. Immense marketing opportunity lies with NFC. As for example- Retail outlets can deploy NFC on shelves for product information. 5.) Geofencing – When we move from one state to the other our cellular connection is managed between towers. Our location can be used by Text message marketing systems to push text messages to prospective customers at a specified location. Use of text messaging is known as SMS Geofencing. This technology could be extrapolated to use for marketing of products and services. Proximity marketing can be employed in various locations such as large retail outlets, trade shows, expos, shopping malls, where consumers plan to spend at least a couple of hours. These are the prime areas for a proximity marketing campaign. Customers at these locations are whom proximity marketing promotions, offers and information can be aimed at. The fact that the number of people one can reach with the use of proximity marketing in any area is huge is the key benefit of this type of marketing. Thus, any business or service that operates from a fixed location can implement a proximity marketing strategy. Retailers are making most out of this type of marketing and some examples include: 1.) Carrefour: In Romania, Carrefour has extensive iBeacon networks in 28 of its
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A child suggesting her mother to smoke
COVER STORY
hypermarkets. Through this network, a simple and fun app is offered by the retail chain that provides special offers to its customers when they are inside hypermarkets. The content is customised in the app. This proximity marketing strategy helps Carrefour to keep consumers informed about the products, services, offers and other information. This campaign has helped in enormous customer engagement and it was recorded to have grown by 400%. 2.) Woolsworth- This supermarket giant successfully completed a beacon trial with one store to improve customer service. After that the chain has announced that they will be rolling out beacons in all of its 254 click-andcollect stores. The aim is to allow consumers to place their order online and pick them up in-store. For example, when a click-and-collect consumer comes within certain proximity of the store, a notification is sent to Woolworths’ picking systems. This notification prompts the staff to assemble the order. The app then notifies the consumer whenever the order is ready. 3.) Target- The second largest retailer in the US, recently announced that it would implement proximity marketing strategy in 50 of its stores nationwide. The company intends to have a Target app and it will resemble a social media news feed that will offer deals, promotions and more. Target is initially testing the technology in 50 stores, in Minneapolis, Chicago, Denver, Portland, New York City, Pittsburgh, San Francisco and Seattle. 4.)Macy’s conducted successful proximity marketing trials in San Francisco and New York. Macy’s used this trial as a method to engage customers. Shoppers received
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COVER STORY . digital experience with a chance to instantly win gift coupons worth $1 Million Dollars. 5.) McDonald’s is using proximity marketing to enhance personal relationships with customers as well as to promote a new line of coffee-flavoured beverages in Istanbul. In this campaign, the chain used a very popular Turkish loyalty app – Shopping Genie to target customers while they were in the premises of a local McDonald’s. Customers won mobile coupons, by using the app, which further encouraged them to purchase a coffee and receive a beverage from the new drink line for free. McDonald’s achieved a 20% conversion rate with 30% of users who received the promotion. Further, Proximity marketing can be used in the future in the following ways • Major retailers, such as Ikea or Macy’s, can send coupons, offers and store maps to enrol in loyalty programs or apply for credit cards. • Hotels can use proximity marketing strategy to inform guests about promotions, offers and on-site events that can be offered to enrol the customers in loyalty or rewards programs. • Restaurants can send special menu offers, coupons for loyalty programs. Furthermore, games or trivia questions can be sent to help the customers in passing time until food is served to the table. • Shopping malls can offer discounts, promotional offers at any retailer. • Travel hubs such as airports can provide maps or display ads that can be sold to
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local tourist destinations. Information regarding a product or service can be put across using proximity marketing. It can be a tool to attract consumers and also to keep them abreast with new offers. Proximity Marketing has tremendous revenue-producing potential, allowing many entities from retailers, hotels, casinos and more, to deepen their connection with consumers, encourage more loyalty and greatly improve the customer experience. Most importantly, all of these factors sum up to make Proximity Marketing a very effective tool to generate higher Return on Investment for businesses, retailers and advertisers. Once the proximity marketing plan is implemented, it should be constantly customised, evaluated and monitored.
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SPECIAL STORY THE HOLY GRAIL OF MARKETING When was the last time you saw an ad that brought a huge smile in your face? When was the last time that you saw an ad that made you sad, amused or even curious? When was the last time when you had most of these emotions in your face and yet you didn’t feel like buying it or maybe nothing at all yet you wanted to get that product showcased in the ad? Too many questions asked in the very beginning but the major question overlying is simple - “What defines the success of an ad”? Is it the emotions that is expressed on your face or is it the underlying thought process? Neither of them could be stated as the reason for they can be contradictory. For years, marketers have been turning to neuroscientists to drill deeper into consumer behavior to know “what actually makes them buy?” which would eventually lead to how to market a product right. Currently the marketplace generally used selfreport to measure the consumer behavior, which are a series of questions that the consumer has to answer. Some companies add another aspect to this report which is Facial Coding. But as stated before, facial coding rarely becomes the actual buying factor because of one simple reason, it only accounts for 9% of the explanatory power. Which means, of the total buying behavior, only 9% accounts to the expression that is actually expressed in the face. accounts to be unexplored. Thus, the combination of SelfReport and Facial Coding is not of a significant impact. It is required to have some other means to understand the emotional journey through an ad, which gives you more
January 2017
coverage of the brain. There are other tools such as biometrics and EEG (Electroencephalogram) which reveals almost 62% of the decision making. However, there appears to be a major part of 38% which accounts to be unexplored. Recently, a new research by Dr. Carl Marci, chief neuroscientist at Nielsen Consumer Neuroscience at Nielsen Company attempts to drill deeper into the consumer behavior. He combined several existing mind tracking tools into one measure. It is called as the Video Ad Explorer, according to him which is “The Holy Grail of Marketing”- a highly penetrating probe to the consumer brains. The current tools such as Facial coding only gets around 9-12% of the creative effect on the consumer.Whereas biometrics adds up
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SPECIAL STORY to a slightly larger value. EEG on the other hand, goes up to 62% of the revealing power. But when it comes to the human “Brain” even 62% might not be enough. It is true that EEG gets most of the areas of the brain covered but it can’t distinguish between a smile and a frown. Whereas facial coding can. It can also tell you where the consumer is looking at, the brand or any other entity. But neither facial coding nor biometrics can reveal whether there is a memory activation due to the ad which only EEG can reveal. To get a better perspective, biometrics comes into picture with data on the energy level of the ad. Dr. Carl Marci combined all these tools to see how well they complement with each other. If all these tools measure the same thing and overlap significantly, one may expect that the average would not go beyond 62% as it is the same factor that is measured. But surprisingly, its combination worked out very well to reveal about 77% of the buying power. In order to test this theory almost 60 ads were looked upon across a wide variety of categories as they were airing and then simultaneously did the testing over the course of over 5 months. Data on households that are exposed to the ad are collected and the consumers are followed into the store. The lift in the sales, the product category and the product itself is analyzed to confirm the theory. What makes it different from self-report is that these measurements are non-conscious which means the data is collected passively. It is the actual experience, moment to moment,
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when a consumer is watching the ad. The facial coding analyses the expressions and also the keywords and keywords eye tracking to know where the consumer looks into; biometrics gets the energy level whether it is high or low, and the EEG takes care of getting the data regarding memory activation. Throughout the measurement leaves a graph with spikes/valleys that can translate into actual decodable data. This data is then analyzed and metrics is created for every second of the ad. The statistical model that is derived out of these measurements then reveal how it relates to sales. Mostly our memories and the conscious awareness of our behaviors seem to be very limited. For example, questions such as “Did you like that ad” or “Do you remember that . buy?” takes only a ad” or even “Would you small portion of the brain, which is the conscious part. We need tools to measure the other non-conscious part as well. In the Shopper Brain Conference in Chicago, the actual comparison of how consumers described their walk through a store and the non-conscious measurement of that walk was not at all alike, which just reinforced the necessity of “non-conscious” measurement over conscious. The application of this particular method is huge. It could tell the marketers whether a particular ad is of great promise or something which requires more work. Since the second-by-second data is measured it is also possible to explain which part of the ad has to be modified. The most interesting aspect is that even a 30 second ad can be
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SPECIAL STORY converted into a 15 second ad by just taking the most engaging parts resulting in higher brain activity. A story, a relatable character, journey, the brand product or service, good attention, emotion and a memory trace and motivation for them to make the purchase is all that takes in any successful ad, and this helps to effectively integrate it all in an ad merely 15 second long or even of a smaller duration. It is not only about the ad spin or the number of channels in which the ad was on. Thanks to the memory activation, emotional motivation and attention processing mechanisms. The future looks promising, get ready to experience a bunch of highly effective ads and marketing strategies that would make you almost irresistible to buy because with “The Holy Grail of Marketing�, your nonconscious part of the brain may have bought it even before you know it.
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MARKETING FAUX PAS Australia Day lamb advertisement draws criticism The television advertisement that is released annually on Australia day encourages people to eat lamb to mark the historic day .But it has turned controversial, with members of the Indigenous community describing it as very offensive and disgusting. While Meat and Livestock Australia says the response has been mostly positive, majority Indigenous community state that it is highly offensive. The ad campaign, depicts the European invasion on Australian soil, and shockingly makes no mention of Australia Day. It begins with a group of Indigenous Australians having a barbecue on a beach as one by one, ships of explorers reach the shore and join the party, followed rapidly by group of new party people including the First Fleet, the French, Chinese, Greeks, Italians, the Russians all the way up to our most recent migrants, all bearing gifts and food to add flavor to the celebrations. The ad is full of cultural stereotypes of not just Indigenous Australians but also French people eating cheese, stuffy British officers, Germans with beer, Maoris saying 'bro', and Chinese people with long beards, traditional garb and a box of fireworks. The mass outcry is that the advertisement is insensitive towards "[Using] the continual pain, the real pain felt on this date for their own purposes, for marketing publicity ... that being the most offensive part of it," There's Aboriginal people dying in custody, their children being taken away, suicide taking place ... and that oppression stems from that original invasion. “So in order to use that as a marketing ploy to sell lamb.. It’s even more disgusting” said the journalist and Darumbal
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(Australian native) lady Amy Mcquire. The ad is also controversial as it apparently offended vegans, when during ad, three barefoot people clad in hippielike clothes walk along the beach, one strumming a guitar, to join the party one of the main actors asks “should we crack a vegan joke?” at the end, although, they decide against it. It was viewed and perceived as offensive to vegan community.
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HALL-MARK CAMPAIGN Google - Year in Search 2016 Google’s two-minute ad campaign ‘Year in Search 2016’, created by 72andSunny, reviews the top searches of 2016 through footage of the moments that tore us apart and pulled us together over the course of the year. A year filled with numerous events, happenings, and moments marked by intense tragedy and polarization, Google managed to bring something surprisingly uplifting and hopeful. In testing, viewer response was overwhelmingly positive. By overall score, the film falls in the top one percent of all ads tested this year to date, and it is the third highest scoring out of nearly 700 technology ads tested. The video takes an emotional look at the year just gone, covering a wide range of events. The campaign very subtly demonstrates how consumers turn to Google search blindly without a second thought for all their inquisitives by giving a glimpse into what the world was interested in during 2016, and amidst all the year's difficulties and challenges, there were also
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moments of levity and beauty that instilled inspiration and hope in people. The world mourned after the attacks in Brussels and Orlando. People struggled to understand the ins and outs of Brexit, and issues raised during the US presidential election season continue to resonate long after Trump took the chair. But there were also moments that brought us together, such as the Olympics and Pokémon Go. The beauty of the campaign lies in the simplicity with which the google has managed to strike an emotional chord with the populous. There are wide cultural and intellect differences among people across the globe, with views and behaviours governed by their value systems and cultural contexts. Yet, this ad campaign has inculcated heartfelt emotion among all, indicating how Google is omnipresent in people’s lives. The comments of 21 to 35 year olds show the greatest amount of emotion evoked by Google's creative gem, while the comments of 16 to 20 year olds indicated heartfelt emotion. Google’s end of year review campaign is a fitting way to wrap up our review of the best marketing campaigns of the year.
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PIONEER Vladimir Putin Currently he may be the most powerful person in the world, but he didn’t start big. He was born on 7th October, 1952 in Saint Petersburg to a Russian fleet naval officer. Putin was the youngest of three children. He lost his both brothers when he was young. He started school in 1960 and started learning Judo at the age of 12. He also learnt German and speaks it fluently. In the beginning of 1975, he joined the Russian Security forces KGB, monitoring foreigners and consular officials. Later from the year 1985 to 1990 he served in Dresden, East Germany using a cover identity of a translator. He served there for 16 years and retired as lieutenant colonel. In the year 1980, Putin first met his wife, Lyudmila, who was a flight attendant at the time. The couple got married in 1983 and have two daughters Maria, born in 1985, and Yekaterina born in 1986. In early June 2013, after nearly 30 years of marriage, Russia's first
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couple announced that they were getting a divorce. Putin being an orthodox Christian believes visiting and promoting churches on important dates and holidays on a regular basis. After his military career, Putin held an administrative position at the University of Leningrad, and when communism fell in 1991, he became an adviser to liberal politician Anatoly Sobchak. Later that year Sobchak won the mayor elections of Leningrad and Putin was appointed his head of external relations. In the 1994, Putin was Sobchak's first deputy mayor. Putin was appointed as an acting president in December 1999 after Boris Yelstin resigned. In March 2000, Putin was elected as president for his first term. He was reelected in 2004 for his second term and again in 2012 for his third term as the president of Russia. Outside his office Putin has a sporty, tough guy public image which has been made by his participation in extreme sports and interaction with wild animals. In the year 2007, the tabloid Komsomolskaya Pravda published a huge photograph of a barechested Putin vacationing in the Siberian Mountains under the headline: "Be Like Putin." Some of his activities have been criticised for being staged. Outside of Russia, Putin's macho image has been the subject of parody. Be anything he has always been a no nonsense man. But even after all this he has been voted the most powerful man in the world for 4 years in a row.
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REWIND Navikaran KJ SIMSR and Team Interface were back again with a delightful event. This time it was Navikaran- the annual marketing fest of KJ SIMSR. Every year this event goes bigger and better, and this time was no different. Starting from 23rd January, 2017, it was a three day event which included case studies, ad making competition and panel discussion. The first day started off with the inauguration ceremony by the director Dr. Monica Khanna and Marketing Head Mr. Isaac Jacob. It was followed by a treasure hunt competition which had a twist-“Selfie Treasure Hunt”.
Next day was followed by Ranniti- a case study competition, sponsored by “Mcaffine”. A total of 7 teams from different B-schools were shortlisted for the final round of the competition. After a detailed discussion and scrutinized evaluation, team “Masala Dosa” of SCMHRD Pune was declared as the winner and awarded 10,000 rupees as cash award.
Simultaneously another competition, Filmistan was held. This competition had a mind boggling idea wherein the participants had to re-strategize a marketing plan for a movie whose existing strategy was a dud.
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REWIND From around 50 entries, 5 of them made it to the final round. The winner, Ashish Singh Nikumbh of KJ SIMSR was awarded 8000 rupees cash.
Aavishkar- a print ad making competition was held as well. It was an online competition wherein participants chose a brand and created innovative ads. Team “Hit for Brain” from IIM Raipur was adjudged as the most creative team, and was awarded a cash prize of 3000 rupees The last day was marked by a panel discussion on the role of digital data in today’s business environment. The panel included illustrious personalities like Yogesh Karikurve- the Business Head of ZEE Entertainment, Rohit Onkar- the Digital Head of Loyalty Rewardz Management Pvt. Ltd., Rushab Vaza- Founder and CEO of Instict Media and Hardeep Singh- Marketing Professor at KJ SIMSR.
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It indeed was an enlightening session where we got to learn a lot. All through these three days a lot of other activities took place which kept all the students engaged and enthusiastic. The treasure hunt, the tagline taboo, advertising dumb charades, ring throw and lastly a groovy DJ night kept everyone exuberant. Our Sponsor Bigmouth A concept envisaged by Gautam Agicha couple of years back, is today a (Gautam Agicha and Tarun Makhija) company- Big Mouth Communications. Big Mouth has been working for family and friends since then. It is a digital marketing company which aims at giving the customers an upper edge over the others in the digital world. Services they offer : 1. Search Engine Optimization 2. Social media marketing 3. Online advertising
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REWIND Steamy Mugs Steamy Mugs, serving a compact menu of international light meals, is an exotic cafÊ always hustling and bustling with people. Prem, the owner of the shop, always dreamt of steamy mugs even though his parents didn’t favour his decision. In order to invest less and gain more, he opted to open a shop in Ghatkopar. His target customers are college students, since they love to grab a cup of coffee/ tea and work alongside in groups. What differentiates them from their premium competitors is the perfect tea and coffee at an affordable price. Along with the different types of beverages that they offer, their menu is flooded with dishes of various sorts. The shop has a stack of books of different genre, and the customers are free to pick one for a read according to their taste. Being a digital marketer himself, he encourages the customers to check in via Facebook. They proudly display the 4.0 rating on Zomato and 4.8 on google. They also offer free Wi-Fi to attract the youth. Distributing coupons and discounts for the newcomers has increased the footfall. Moreover, they have sponsored many college events to increase their visibility and evolve as a brand. Currently, they are working on their website and other digital means to connect with people in a better manner. Although they serve amazing dishes and beverages, in order to catch the eye of the potential consumers they have a long way to go.
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BOOKWORM The Tipping Point By Malcolm Gladwell A best-selling Author over the years, Malcolm Gladwell has written many ground breaking books over the years, and The Tipping Point is no different, which was published in 2000. The book shows how small actions taken at the right time by the right people and in the right place can create a tipping effect, for a product to become a massive success. Gladwell uses a three point plan to outline a product’s tipping point. It all begins through the Law of the Few that when a few influential people use a product and spread it through the power of word of mouth, then through the Stickiness Factor, when the product is naturally ‘sticky’ or infectious. Here, ‘sticky’ is used to show that people don’t want to switch channels because how wonderful the product is. Finally, the product will reach its tipping point if the context is right.Thus, ideas and products that fit the context will spread fast and wide. The Tipping Point shows it works through the successful examples of Apple, Ford, Microsoft, P&G, Unilever and Pepsi. The Tipping Point is providing marketers world over with exciting approaches to product developments and innovations.
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KICKSTART NestAway Do you know which is one of the biggest hurdles to cross when you land in your new job in a new city? Well there might be countless hurdles that might pop up but on a priority basis it’s nothing but to get a roof to stay in. The countless phone calls, visits, negotiations and in the end the sudden “end in deal” when they know that you are either a bachelor or a group of bachelors (irrespective of girls or boys). Being a bachelor is being an unspoken “crime” that people accidently do. In the end people often end up in those places called as PG’s. Have you faced this situation? If yes, then maybe you are lucky. Because a bunch of friends who moved to Bangalore faced the same situation before and they ensured that others won’t have to face the similar situation what they faced. That’s when NestAway was born. Backed by Ratan Tata, NestAway is a sigh of relief for all those single boys and girls who faces difficulty in finding a home for rent. They offer a list of fully furnished homes with Sofa, Beds, Cupboards, TV, DTH, Wi-Fi, Washing Machine etc with affordable rent for single boys and girls and also being planned for families. One can check out their website which includes the pictures of the house and amenities that are available and of course the rent.
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FEATURED ARTICLE The Curious Case of Tobacco Industry Marketing -SHASHANK KOLKATA
SHARMA,
IIFT
“… Few people on this planet knows what it is to be truly despised. Can you blame them? I earn a living fronting an organization that kills 1200 people a day. Twelve hundred people. We're talking two jumbo jet plane loads of men, women and children. I mean, there's Attila, Genghis... and me, Nick Naylor. The face of cigarettes, the Colonel Sanders of nicotine…”
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When Aaron Eckhart, who plays tobacco lobbyist Nick Naylor in the 2006 film ‘Thank You for Smoking’ utters the above dialogue, most tobacco industry marketers would identify with him. The movie portrays very well, the life of a person who is related to the tobacco industry and the moral dilemmas he might have to face on the job. Tobacco marketing is a job which is not for the faint hearted. You have to explain to each and every person you know why you chose the industry and whether or not you have any qualms about killing people. Especially in India, a job selling cigarettes for ITC may be as dangerous for your social life as a job selling condoms for Durex. Tobacco advertising is one of the most regulated forms of advertising around the world. WHO runs a Tobacco Free Initiative(TFI) under which it advocates “A total ban on direct and indirect advertising, promotion and sponsorship bans must be complete and apply to all marketing categories.” Many governments around the world, including the Indian government, require tobacco companies to carry text
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FEATURED ARTICLE warnings, graphic images on tobacco packing, including cigarettes and chewable tobacco products, warning the consumers about the health hazards of using tobacco. The above image depicts the change in how a Marlboro cigarette pack in Australia looked like in 2006 and 2012 due to change in government regulations which increased the graphic warning area on the front of the pack from 30% to 75%. Australia also became the first country to introduce plain/standardized packaging, which means that the brand and product names have to be displayed in plain text and the logo has to be omitted, making every brand’s pack look similar and forcing corporations to think whether to keep on spending huge dollars on marketing. It takes no time to realize how difficult it has now
January 2017
become for tobacco companies to advertise their products. The use of smoking on the silver screen as a symbol of sex and masculinity has been there from the times when cinema was in the nascent stage. Movie stars can be considered the biggest endorsers of smoking. Many of us may have picked up the habit of smoking because some actor looked cool puffing a cigarette or a cigar. The tobacco lobbies were a major influencing force behind this phenomenon.
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FEATURED ARTICLE Tobacco companies have leveraged product placement in movies as a way of advertising. Many famous tobacco companies have made direct payments to actors for smoking in films. Brown and Williamson paid Sylvester Stallone a sum of USD 500,000 for smoking their products in five of his famous films. But the film industry has become restrictive about this after legal troubles started arising. In 2016, the Motion Pictures Association of America (MPAA) was slapped with a lawsuit which asked for removal of smoking scenes in films which were rated safe for child viewing. In India, law dictates that films must show anti-smoking ads and disclaimers against smoking at the beginning of the movie and also when the smoking scenes are shown. Once, even direct advertisement was allowed for tobacco companies, as shown in the above pictures. The famous Marlboro Man advertisements (as seen above) brought in huge revenues for Philip Morris for decades together. Conceived by Leo Burnett, the ads depicted rugged men, mostly cowboys, in their natural settings. ‘The Marlboro Man’ transformed Marlboro from a feminine to an ultra-masculine brand and is considered to be one of the most brilliant campaigns in advertising history. But over the years, direct advertising of cigarettes and other tobacco products has been banned in most of the countries around the world. The Indian govt. banned the promotion and advertising of cigarettes, tobacco products and other intoxicants in 2009. ITC Ltd., which is one of the largest FMCG brands in India, was originally a tobacco company by the name of Imperial Tobacco
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Company of India Ltd, later changed to Indian Tobacco Company Ltd. and ITC Ltd. successively. Though the company is a household name for everything from biscuits to stationery items, cigarettes still contribute to a significant share of its revenue. The Wills brand name, which was initially used to market cigarettes, now sells apparel wear and has its own fashion shows. This shows how marketing can be cleverly used to leverage a tobacco brand to sell clothes! Although tobacco marketing is considered unethical by people in general, it is just another field of business. And moreover, ethics are subjective. What is ethical for a person may be unethical for another. Hence, rather than looking down upon tobacco companies as killing agents, there is a need to rationally think about them as normal business people whose aim is to generate profits, satisfy their customers and keep the shareholders happy. Isn’t that what any and every business is all about!
THE MARKSMAN
FEATURED ARTICLE The Trend of Chatbot in Digital Marketing -SHRUTHI KS, SIBM PUNE Artificial Intelligence or AI has been on news for long now. AI is there everywhere today and digital marketing has gained widely from this development. Artificial intelligence in digital marketing has helped marketers save their valuable time. One area that is blessed by AI is customer care service centers. With advent of chatbot life is simpler for the customer care team and customers are also happy with immediate responses to their queries. Thus it’s a win-win situation for both business as well as the customer. Chatbots are AI-powered robots within messaging app that can help a brand communicate with its customers without the need for a human intervention as mentioned in chatbotmagazine.com. There are about 7 Million Whatsapp users and 5 Million WeChat users and other messaging apps like Viber and Snapchat users are also increasing. Internet users are spending more time on these messaging apps and marketers see this as an opportunity for more growth for Chatbots. Chatbots exist as virtual assistants too. For example,Apple’s Siri, Microsoft’s Cortana etc. Chatbots have found its way through ecommerce business as well. They are used widely by brands to promote the ecommerce purchase mainly amongst younger generation crowd. Amazon’s Echo has made it easier for people to simply ask for what they want. Echo has the potential to inspire the purchase and also increase the purchase by providing
January 2017
the necessary information asked by the customer.
Customer interactions with chatbots are not new. We have been using Chatbots since quite a long ago while calling up a bank or airlines and waited in line hour long to get to speak to the customer representative or gave up mid-way through. Chatbots on messaging app has taken care of our major concern of waiting time on phone trees or worry about call drops. These bots provide a satisfying engagement with customers and provide a better delivery system. As the usage of Chatbots is widespread so is risk associated with it. For maximum security of chatbots all communications should be encrypted and it should be deployed only on encrypted channel.
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FEATURED ARTICLE Therefore marketers should work closely with its Information technology team from the beginning of development of the bots, as security constraint is a very important parameter here. As chatbots are taking front seat here and representing the brand as a human substitute its easier for hackers to get control of the bots and use for malicious purpose. A lot of testing and support goes into maintaining chatbots hence it is costlier for business to manage. With growing number of digital arenas usage of chatbot has increased and marketers can interlink their accounts and receive message via any channel like Facebook, Whatsapp etc. Chatbot is used to keep an eye on changing trends. It is easier via chatbot to analyze huge data on an excel sheet that a human would take day’s together to analyze. It gives brand real time data on how customers respond to different messages and accordingly business strategy will be mended. Bots makes it easier for timely interaction with customers and has potential of providing seamless experience for the customers. With more and more development in digital space, Chatbots will surely play a very crucial role, making customer relationship management more fun filled and effective.
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THE MARKSMAN
SquareHead
January 2017
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BUZZ ACROSS
PUZZLE
1. This collection range of Titan watches has #KhudSeNayaRishta campaign associated with it. 2. SonyLIV has launched this regional language web-series as a strategic move to augment the traction that the platform is currently receiving from regional audiences. 3. The logo of this Indian news channel which had a combination of blue and white colors has now changed to red and yellow. DOWN
CLUES
4. The media agency won global media mandate for Merc Consumer Healthcare. 5. This brand's funny Twitter campaign recently sought to discourage people from drunk driving. 6. This English media house signed a licensing deal with Amazon India for broadcast on Amazon Prime Video. 7. Maruti Suzuki positions this model as a car 'Made for India' with its latest brand campaign. 8.This property portal turned billboards into blankets for the homeless in association with a Delhi-based NGO, Uday Foundation. Answers: Across 1.Raga 2.Yolo 3.ABPNews Down 4.Starcom 5.Ola 6.BBC 7.Alto 8.Magicbricks
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THE MARKSMAN
CALL FOR ARTICLES
CALL FOR ARTICLES FEBRUARY 2017 Articles can be sent on any one of the following topics*: 1. Right time marketing Vs Real time marketing 2. Hype: An essential component of digital branding 3. Is customer service experience ready for the millennial? *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 : 20th February, 2017
January 2017
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The TEAM TWEETS by Anchal Pandey It’s all about AD-itude by Chumi Talukdar Brand MARKive by Saurabh Sharma COVER STORY by Urvashree Borah SPECIAL STORY by Jishnu FAUX PAS by Suhita Pant HALLMARK CAMPAIGN by Devarshi Sil PIONEER by Abhishek Bhardwaj BOOKWORM by Deep Shah SquAreheaD by Jishnu BUZZ by Shivam Dixit KickStart by Rohit Radhakrishnan
PROOF READ by Shruti Sharma DESIGNING by Devarshi Sil Anchal Pandey Shikhar Sodhani
PROMOTIONS by Abhishek Bhardwaj Shivam Dixit
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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.
THE MARKSMAN