Dear Readers,
It gives us immense pleasure to present before you the July 2019 Edition of our glorious magazine, The Marksman. We have put together a compendium of interesting articles that would help broaden your perspectives on marketing. We have, in this issue, a brand new section named ‘More than Marketing’ which goes in depth about how brands are doing their part to make the word we live in a better place. For this edition, our cover story is, “Imitation Game: Copyrights in Advertising”. Sometimes it’s the brand no one imagines anything of who do the things that no one can imagine, True. The twist of a dialogue with a penchant of truth. We have invited the universe to an era of rampant phenomenon. Companies with global presence have stole the designs from freelancer around the globe and these companies think the artists will either cave in and not do anything, or settle for a really low amount.
Hearty congratulations to the winner and the runner up of this month’s Call for Articles, Vishnu Bajpai (International Management Institute) and Rajesh Kumar Anam (K J SIMSR) respectively, whose article has been featured in this issue. We are overwhelmed by the response that we have received from all of you and encourage you to write to us with the same enthusiasm. We would also like to hear back from our esteemed readers on how you found our Summer edition. We value your feedback as it helps us to constantly improve. Enjoy Reading! Stay with us on https://theinterfacesimsr.com/magazine/ Follow our Facebook page for more updates.
JULY EDITION
INDEX Kickstart
01
Tweets
03
Marketing Faux Pas
05
Cover Story
07
Pioneer
13
Special Story
15
Brand Markive
19
More Than Marketing
21
Hall-Mark Campaign
23
Bookworm
25
Featured Articles
28
Squarehead
33
KICKSTART -IMRAN SHAIKH
YULU BIKES Yulu bikes are a futuristic set of wheels, with QR codes, anti-theft features, and GPS trackers. The bikes are helping solve the problem of last-mile connectivity on shorter distances, from zero to five kilometres. So if you want to get from your house to the metro station to catch a train to work, you won't need to book a cab and get stuck in long traffic snarls. All you need to do, instead, is to pick up a Yulu bike from one of the startup's depots, which you can unlock by scanning the QR code on the bike and ride short distances at a cost of Rs 10 for 30 minutes. And once you are done, you can deposit the bike at the depot closest to your destination.
Yulu has partnered with authorities like Bangalore Metro and civic bodies to get dedicated parking space. However, you need to park only at the designated parking places in order to end the trip. Payment is deducted directly from digital wallets such as Paytm. Yulu is currently running on pedal bicycles and electric bikes which are build in china and cost around 40,000rs a piece for the company
You can unlock by scanning the QR code on the bike and ride short distances at a cost of Rs 10 for 30 minutes.
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KICKSTART
Currently, the company is live in Bengaluru, Mumbai Pune, with about 3,000 parking depots and 10,000 bicycles. The company is launching almost 200 depots every month to cater to the rising demand. Yulu has also tied up with big real estate giants such as Prestige and Salarpuria, to station their bicycles at tech parks and encourage employees to cut down on the use of cars. In the next growth phase, it is looking at tying up with the transportation departments of different states for building more depots and new bicycle tracks across different cities. Yulu has also tied up with big real estate giants such as Prestige and Salarpuria,
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TWEETS TWEETS - PARAG CHAUHAN SOCIAL MEDIA IS NOT ALWAYS ABOUT COMPETITION “Sports is a common denominator in the world that brings everyone together. If there’s a place in the world where equality exists, it’s probably in sports”. This quote by Stephen M Ross, perfectly describes the motto of tweets below. In this digital age, we always come across brands mocking each other on social media platforms in order to generate buzz about their products/service. But rarely do we see, two rival brands tweeting in favor of one another or even subtly promoting a rivals product/service or in this case a riveting Indian series “Sacred Games” produced by Netflix. On 15th July 2019, everyone around the world was hooked to their TV screens watching CWC final and Wimbledon final simultaneously. After both the events came to a close following classic finishes, it seemed that people all over the world were lost for words as they had seen some really fascinating sporting action. Brands were tweeting about those events as well, but as we see below it looks as if Hotstar was promoting the famous show produced by Netflix, by replying to the tweet of Netflix India.
In this digital age, we always come across brands mocking each other on social media platforms in order to generate buzz about their products/service. But rarely do we see, two rival brands tweeting in favor of one another or even subtly promoting a rivals product/service
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TWEETS
TWEETS As the digital medium is dominated by the use of social media platforms, small scale influencers should always be aware of their behaviour and language, otherwise be ready to get ridiculed.
Are we MATURE enough? Imagine being a 16 year old college going kid, recording a tiktok video in your bedroom and all of a sudden you go viral on social media for using a word out of context unknowingly. This is exactly what happened when a teen from Gujarat was advising his tiktok followers on how to look cool when you go to college for the very first time, he used the term ‘mature bag’ referring to a funky bag as opposed to standard school bag. And people went bonkers on social media as they started mocking him for using the word ‘mature’ for a non-living thing. It became a trending topic on twitter and brands used this opportunity to promote themselves, as we can see Amazon described the bag as ‘new cool in town’ to promote it’s prime day sale and a hilarious tweet by Skore, where they exemplified that, for a college going kid the contents in the bag are what makes him mature and not the actual bag.
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FAUX PAS FAUX PAS
-SASHA SHRIMANKER
Disha Patani Trolled Celebrity Endorsement uses well-known people and celebrities for promotion of brands and their products. But, covering up the blunders made by these celebrities can be a nightmare for some brands. Especially, when they do it while promoting the brand. Samsung used Disha Patani for the launch of their new phones in the Samsung Galaxy M Series. Disha Patani posted an Instagram video to promote the same. She copy-pasted a caption for the Instagram post sent to her by the advertising agency. What she didn’t notice was, that along with the caption she also posted the message sent by the agent that was meant for her. Due to this blind copy-pasting, Disha became the victim in a series of social media trolls. One user posted,“Golden Rule: Read twice before posting.” Another user sarcastically posted, “A dream client for any marketing agency”. Not just this, she was ridiculed for being a beauty without brains. Some users also made fun of her surname Patani which rhymes which “pata ni”, meaning - ‘doesn’t know’. Some users also blamed her social media team for not proofreading her post. After realizing her mistake, Disha Patani corrected the caption too. But the question is, was it Disha Patani herself or did her social media team make the blunder?
Golden Rule: Read twice before posting
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FAUX PAS
Turns out, this doesn’t happen only with Bollywood stars, but also with celebrities in the United States. Scott Disick, a famous American television actor, who has frequently appeared on ‘Keeping Up with the Kardashians’, also fell prey to this. Scott Disick was promoting Bootea, a weight loss shake on his Instagram profile. While posting the caption sent by his advertising agency for promoting it, he also blindly copypasted the message meant for him. He quickly corrected his mistake by deleting the instructions in the caption, but it was too late, as his followers had already captured his mistake in their screenshots. Users took to Twitter to troll Scott. One user even pointed out, that he didn’t even post it at the time, mentioned by his agency.
He posted, “Here you go, at 4pm est, write the below. Caption: Keeping up with the summer workout routine with my morning . @booteauk protein shake!”
MARKSMAN
It is very important that celebrities proofread their posts before posting them on social media as users are just waiting for a chance to catch any tiny blunders made by the celebrities. Even the advertising agencies should send them the captions in bold or highlight them, as the celebrities might not actually read the caption before posting.
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COVER STORY - Ashawathsingh Raina
Imitation Game: Stolen design work In this modern age, posting work online provides an easy way to get your work out to the world. However, with that comes the risk that it might get used without your permission. Over the past few months, we've seen many examples of blatant plagiarism within the design and creative community, many of which involve large companies using copied artwork in major marketing campaigns. Big brands should definitely know better, and yet that doesn’t seem to stop them taking independent designers’ work from design portfolios, Instagram accounts, or even Pinterest boards, and passing it off as their own, as some of these shocking examples below demonstrate. The truth is a minefield, which very much depends on the situation this occurs in.
1.
In this modern age, posting work online provides an easy way to get your work out to the world. However, with that comes the risk that it might get used without your permission.
Chivalry is not dead It’s bad enough when you see your brand appear on a big company’s products without an acknowledgement or royalties. But when that brand is based on a profoundly emotional period in your life, it’s even worse. And that’s exactly what happened to Jo Tutchener-Sharper, founder of independent clothing brand Scamp and Dude. Jo originally came up with the slogan ‘a superhero has my back’ when she was in hospital recovering from brain surgery. “I was so scared that I wouldn't make it through the surgery and would end up leaving my boys without a mummy,” she wrote on Instagram. “A horribly hard thing to go through, but it was this that inspired me to create a brand that helps children feel more secure when apart from their loved ones. A Superhero certainly had my back and I made it through the surgery and Scamp & Dude launched into [Liberty London] 10 months later.” 7
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COVER STORY
COVER STORY The brand was not only a hit, but Scamp & Dude went on to work with a number of charities and hospitals to help children in similar situations as Jo's. So when she saw a top from UK supermarket chain Asda featuring the exact same slogan, despite the fact she had already trademarked it, she had a ready made community of supporters to draw on via social media.
The brand was not only a hit, but Scamp & Dude went on to work with a number of charities and hospitals to help children in similar situations as Jo's. So when she saw a top from UK supermarket chain Asda featuring the exact same slogan, despite the fact she had already trademarked it, she had a ready made community of supporters to draw on via social media. It wasn’t long before her story had been covered in The Independent, The Daily Star, The Daily Mail and The Sun. Jo wrote on Instagram at the time: “So many small brands don’t stand up to the big guys when this happens, put off by expensive legal bills. But by not speaking out and not drawing attention to what goes on, which means it continues to happen. “This means a lot to me, so I’m doing this for all of the small brands who need a voice. Big brands need to learn that this is not acceptable. I feel like David taking on Goliath but everyone’s support is making me feel like I can do just that.” Finally, after fully pursuing the issue, about six weeks after her first social media post, Jo came to an agreement with Asda, posting on Instagram: "I am very relieved and happy to report that we have come to a suitable agreement with Asda. Asda removed the garment in question from sale on 23rd Feb and we have now agreed full terms of compromise, including compensation. We are happy with the way this has been resolved. A huge thank you to everyone for supporting us, it means the world."
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COVER STORY
Sometimes when a big company rips off your work, it’s not the lack of credit or royalties that stings the most; it’s the thought that people will actually think an inferior version of your design is your own work.
02. Plucked from Pinterest Sometimes when a big company rips off your work, it’s not the lack of credit or royalties that stings the most; it’s the thought thatPrice people will actually think an inferior version of your design is your own work. That was the case for Morag Myerscough, an award-winning London-based artist known for her colourful and distinctive installations, when she discovered the Unicenter shopping centre in Buenos Aires had a new installation that was striking similar to her own works, Temple of Agape 2014 and Super Structure 2015. Worse still, the artist who had carried out the work actually had the cheek to sign the piece! After Myerscough complained loudly on social media, she got them to admit the plagiarism publicly. “Basically the branding/production company were shamed into owning up," she recalls. "And the artist who put her name to the visual work took everything down from her site, and implied she'd signed it as the team leader of the painting team rather than the artist’s signature. “The branding company said they went on Pinterest, pulled off what they liked and presented to their client. Mine was chosen, so they just copied it and seemed to think this was okay (the client implied they were unaware of this). They probably thought they would not be caught out as it was a long way away.
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COVER STORY
Because she didn’t pursue the company in court, Myerscough is not bound by a legal gag clause and is therefore free to speak her mind on the matter.
“Finally, they did agree to put money to a social project, but my work took over and I was not looking for compensation. I just wanted to show them that it was not ethically right to steal people's work and pass it off as their own. I do regret not following it up, but I just did not have the energy at the time as my mum had died at Christmas and the first few months of year zapped a lot of my energy.” Because she didn’t pursue the company in court, Myerscough is not bound by a legal gag clause and is therefore free to speak her mind on the matter. “They have been other copies since and probably before, but they are so bad,” she says. “The main thing is I don’t want people to think the bad copies are mine. I think it's important to OUT these people, and prevent big agencies to make money from work that has taken many years to achieve and not just let people use the word ‘INSPIRED BY’ to copy their work without speaking with them.” 10
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COVER STORY
In 2018, global brands seem to be falling over themselves to work with influencers: people with huge social media followings who promise to help them reach new demographics. 03. Unduly influenced In 2018, global brands seem to be falling over themselves to work with influencers: people Price with huge social media followings who promise to help them reach new demographics. But with the ‘influencer industry’ requiring zero training, entry requirements or legal knowledge, they may be playing with fire. As a taster of what may be to come, Sony and Uniqlo were recently forced to issue embarrassing statements over their relationship with influencer-photographer Daryl Aiden Yow, who had claimed stock images and other people’s work as his own. Although there is no suggestion that he did so in the course of work for Sony and Uniqlo, it was still an embarrassment for them to be associated with someone who had profited from the work of other creatives. Noteworthy moments in these incidences comes from the fact that the bigger the brand, more unapologetic they become. While these designs are just another leave on a branch to them, small designers hope to become noticed through the efforts they pull through their work.
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COVER STORY
COVER STORY There is no such thing as a new idea. It is impossible.We simply take a lot of old ideas and put them into a sort of mental kaleidoscope.We give them a turn and they make new and curious combinations. .
Mark Twain once said: “There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations.” But No one designs in a vacuum. When we’re creating, we build upon our experiences, including the work of designers that came before, as well as everything that we learn, see, do and interact with. work is a mash-up of all the inputs we’ve accumulated throughout our lives, both actively and passively.And ultimately that’s what creativity is about.
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PIONEER -MOHAK SHAH
MANU KUMAR JAIN B.Tech from IIT-Delhi, MBA from IIM-Calcutta, Co-founder of the uber-cool start-up JABONG, Board Member at Hungama and now the Global Vice President of one of the fastest growing companies in the whole world- Xiaomi, Manu Kumar Jain has seen and done it all over a short span of 20 years. He’s a thinker extraordinaire, who turns everything he touches to gold. His ideas and strategies over the years have managed to change the rules of Marketing, and still continues to challenge long-held beliefs about ways to grow a small brand into a huge one. Over the past 2 decades, India welcomed many International Cell Phone Companies and saw them succeed after spending millions of dollars into creating a huge offline distribution network, and acquiring brand ambassadors, ranging from Bollywood A-Listers to Famous Cricketers. Regularly sponsoring International Events like the Cricket World Cup and Football Tournaments became the norm to attract more exposure and eventually increase sales. 2016- Xiaomi enters the Indian Market. Many Chinese brands had already failed to establish themselves in India, but Manu Kumar Jain had different plans.
He’s a thinker extraordinair e, who turns everything he touches to gold. His ideas and strategies over the years have managed to change the rules of Marketing, and still continues to challenge long-held beliefs
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PIONEER
Jain made sure that Xiaomi truly customizes its product as well as marketing to suit Indian Consumer needs.
The country had changed drastically. The population of Netizens had increased drastically in India, boosted by the launch of free Internet through Jio. Manu Kumar, then the Managing Director of Xiaomi India, saw this as a Unique Opportunity to reach out to the target audience in an unconventional way. Enter:‘Marketing Without Advertising’ Offline became secondary to Online: Manu Kumar Jain decided to leverage the growing number of Active Internet Users in India and thus started selling Xiaomi Phones exclusively Online. This helped save a lot of cost that is incurred initially while creating a huge offline distribution network. Creating Scarcity: Jain implemented the concept of Flash Sale in order to reduce over-production and losses incurred as a result. Getting a Xiaomi phone became increasingly difficult, but Jain turned this into a positive by creating a huge hype, as Flash Sales open up each week.This created a scarcity and increased demand of phones. Make in India: Manu Kumar became a proud member of the Make In India movement, and got a green signal from the board to start manufacturing in India. He imposed a truly Indian Company Culture and inculcated a feeling of oneness amongst the employees.This helped create a great Brand Identity in the minds of consumers. Fan Club: Indian Consumers were always influenced by their friends and family before buying a Cell Phone. So instead of investing in TV ads and acquiring ambassadors like Shah Rukh Khan, Manu Kumar built a Network of Xiaomi Users who truly loved and advocated their products. These users became Brand Influencers. This Strategy was a master-stroke, as it helped Xiaomi grow exponentially in the rural parts of India. Jain made sure that Xiaomi truly customizes its product as well as marketing to suit Indian Consumer needs. The result? Xiaomi is the Highest-Selling Cell Phone Brand in India, and it’s expanding aggressively into other Consumer Electronics as well. Only aged 38, Manu Kumar has barely scratched the surface, and a look at his CV shows that he’s destined for greatness! 14 MARKSMAN JULY EDITION
SPECIAL STORY -YASH WAGH
Celebrity Branding Celebrities have a special power within them to influence masses just by their way of living and behaviour. So naturally, Brands have been using this power to advertise their products and associate them with a famous personality. What this essentially does or aims to do is to transfer the qualities of the celebrity to the brand and its products. In this article we’ll look at some brands who successfully implemented this technique resulting in better brand awareness, strengthening of brand positioning or increase in overall sales due to the advertisements.
Celebrities have a special power within them to influence masses just by their way of living and behaviour.
Brands do have to take into account various elements before selecting a celebrity to associate with. Target audience, Celebrity following, age groups, image, qualities are a few of those elements. They also have to consider if the celebrity’s image will mix well with the brand or not.
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SPECIAL STORY
ROLEX
Rolex makes us relive all the records he has broken and milestones he has achieved with their campaign ‘Every Rolex Tells a Story’ where the maestro tells his story of which records meant the most to him and which Rolex he was wearing during that time.
Rolex is a Swiss company making luxury watches, it is wellknown for its performance and reliability today. So it isn’t surprising that the celebrity that they choose to promote their brand was none other than Roger Federer, a Swiss also known for his performance and reliability. The tennis superstar is known for being cool, calm and collective during his matches. He has a number of records to his name and he has done it in style. Rolex makes us relive all the records he has broken and milestones he has achieved with their campaign ‘Every Rolex Tells a Story’ where the maestro tells his story of which records meant the most to him and which Rolex he was wearing during that time. The Brand successfully implemented their branding strategy and the result was clearly visible. Rolex acquired the brand personality that they were aiming for.
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SPECIAL STORY
GIONEE Gionee wanted a breakthrough in the smart phone market. Their product was based on the idea that millennials love to take selfies which was clear by their advertising ‘#Selfieflash Who needs Light?’ The brand was running its television advertisement starring Alia Bhatt who had no idea whether something like Gionee existed before her agreement. But their idea was executed nicely as the target audience was people obsessed with selfies and who would be better than Alia Bhatt to lead this movement.
Nokia has recently roped in this Bollywood star as their brand needs a makeover to show that they’re ideal for the youth. Whether it will have same impact as the Gionee campaign is to be seen.
Their product was based on the idea that millennials love to take selfies which was clear by their advertising ‘#Selfieflash Who needs Light?’
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SPECIAL STORY
CADBURY
Assurance from the Bollywood superstar that the product is safe to consume is just what the consumers needed to hear it seems. Big B’s image helped the brand to win back the consumer’s confidence.
In 2003, Cadbury's found itself in the eye of a storm, when a few instances of worms in its Dairy Milk bars were reported in Maharashtra. They took care of the problem immediately but the brand image had been severely damaged. The company launched a PR campaign for the trade and three months later, came up with an ad campaign featuring Big B and a revamped poly-flow packaging. Assurance from the Bollywood superstar that the product is safe to consume is just what the consumers needed to hear it seems. Big B’s image helped the brand to win back the consumer’s confidence. This campaign helped to repair the company image. Within 8 weeks, the sales which had dropped drastically climbed back to the previous value.
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BRAND MARKIVE -ROHAN MENDON
SUBWAY:THE HOPEFUL SANDWICH Imagine you've decided to start a diet. It's a new experience and you've never done this before. A week later, you have this sudden In a span of urge to eat junk. Your mind's literally torn between achieving your 30 years, fitness goals and indulging in a delightful moment of unhealthy Subway had food. You then decide to take the middle ground. Chances are you over 40000 will choose Subway, the 'healthy junk' if you may call it. In a world locations all where the burger outlets are thriving, how has Subway managed over the to survive? Let's find out. world, more Subway initially started off as Pete's Super Submarines in than any Connecticut, USA. Imagine a concept over 50 years ago where other fast people could customise their food the way they want; a practice food chain. which people of today's generation want to adopt. With the help of the unique concept of having an open kitchen and customisable food,. Subway managed to win the hearts of people. People felt it was the healthier option leading to Subway’s booming sales. In a span of 30 years, Subway had over 40000 locations all over the world, more than any other fast food chain. The concept was loved by everyone. Jared Fogle, the man who was once obese, became the face of Subway. He claimed that eating just Subway sandwiches helped him lose weight. This was Subway's best advertising campaign which accelerated their sales. However, this happiness which was envisaged to last forever, didn't happen. The 2008 recession was a stressful period for the fast food chains. Subway was quick to react with their 5 dollar foot long. Although this scheme did well initially, it later wore out. Very soon, other competitors making similar sandwiches entered the market. Most of them proved to be healthier since they received their produce on an everyday basis in contrast to Subway, who got their produce 1-2 times a week. People too were getting tired of the same ingredients as Subway had nothing new to offer. Other competitors like McDonald's and Wendy's too came out with a healthier menu. Sales were just declining when the worst happened. The face of Subway, Jared Fogle, was accused of having possession of child pornography and having sex with minors. This had a huge impact on Subway. 19 MARKSMAN
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BRAND MARKIVE
Their sales dipped drastically and they were forced to shut around 1000 locations worldwide. Subway immediately cut all ties with Fogle. Carrying this burden on their shoulders, Subway didn't lose hope. In 2017, Subway launched its 'Fresh Forward' programme. They revamped their store look and redesigned their menu boards. Most of these ‘new’ stores in the US are equipped with Wi-Fi, USB ports, music etc. By the end of 2020, they've planned to redesign over 10000 locations, all over.
Coming to food, their cheesy garlic bread is already a hit. Subway is also determined to have newer menu ideas for which they've partnered with Tastemade. With the current scenario and changing food habits, there's a lot Subway could leverage. Probably later in the future, they could have keto friendly, vegan and organic options. They already have a great platform to market these things. Who knows how things will pan out. Even after all these multiple issues, Subway continues to be the no. 1 fast food chain in the world and it's obvious they wouldn't want to lose that spot. What will happen, no one knows.Till then, Eat Fresh!
In 2017, Subway launched its 'Fresh Forward' programme. They revamped their store look and redesigned their menu boards.
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MORE THAN MARKETING -Imran Shaikh
Levi’s Waste<less Collection Brown beer bottles, green soda bottles, clear water bottles and even black food trays are being used in a fashion collection by Levi Strauss. The company launched its WasteLess range as part of a commitment to find ways to leave a net positive legacy. Levi Strauss is re-using polyethylene terephthalate (PET) materials, collected via municipal recycling programmes, in the clothing. The bottles and food trays are sorted by colour and chipped into flakes that generate a polyester fibre. This is then stretched into material that can be blended with traditional cotton yarn to make the denim used for Levi's® WasteLess™ jeans and trucker jackets. Each garment uses fabric made from at least 20% waste, equating to – on average – eight recycled bottles. The WasteLess™ collection follows introduction in 2009 of "a care tag for our planet", which was designed to instruct people on how to clean clothes with less environmental impact. Levi Strauss has developed a WaterLess™ collection, using treatments in the denim finishing process that reduce by up to 96% the water needed for finishing in some styles.
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Each garment uses fabric made from at least 20% waste, equating to – on average – eight recycled bottles.
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MORE THAN MARKETING Consumer use and disposal accounts for 23 percent of the total water used, and up to 40 percent of the climate impact during the life cycle of a pair of jeans. Disposal is also a major issue; across the industry, over half of all garments made annually are burned or buried within one year.That has to change. To date the company has produced more than 50m WaterLessâ&#x201E;˘ garments, saving around 699m litres of water. In addition, it encourages consumers to donate used jeans to Goodwill Industries.
To date the company has produced more than 50m WaterLessâ&#x201E;˘ garments, saving around 699m litres of water But some will argue that without targets, the desire to keep striving to cut resource use, improve efficiency and promote sustainability could wane as easily as it has waxed in recent years; others argue that this is another example of greenwash from a large corporate that has seen a gap in the market and has mobilised its vast resources to jump on the sustainability bandwagon.
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HALL-MARK CAMPAIGN -SHAIVEE SHEKHAR SPECTRA- #LIFESTREAMING
It’s been said so many times, cricket is more than a mere game in India, it’s a religion. Indomitable viewership stats, ardent fans Airbnb is and all followers, and a sportsman who is revered as God the – these are just few examples of the frenzy this about game invokes plurality of in this country. choices, both in life and in travel.
But what about those people , for who are interested in various other things? The bookworm, the binge watcher, or just about anyone for whom cricket is
just not their cup of tea
After every four years, the wave of the Cricket World Cup embraces the fans of the game, rendering them electrified and inspired. But what about those people , for who are interested in various other things? The bookworm, the binge watcher, or just about anyone for whom cricket is just not their cup of tea.
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HALL-MARK CAMPAIGN
To reach their target audience, the brand collaborated Terribly Tiny Tales (TTT) and tie up resulted in the noncricket fans engaging in high numbers on the brand’s social media platforms
That is where Spectra came in. Spectra recently launched #Lifestreaming, a unique campaign in which they talk to everyone, cricket lover not – about a standpoint of life above and beyond cricket.While the rest of the brands jumped on to the bandwagon with their campaigns centred around the Cricket World Cup, Spectra’s initiative stood out. The objective of the brand’s campaign was addressing the unusual, bringing out the unconventional and giving the not-a-fan-of-cricket audience with a wide range of options and offering their daily dose of entertainment.
To reach their target audience, the brand collaborated Terribly Tiny Tales (TTT) and tie up resulted in the non-cricket fans engaging in high numbers on the brand’s social media platforms. During the World Cup period , the brand also ran a 10 day-10 questions contest called #HaiKoiJawaab. The question was simple the audience was asked to answer with activities they would like to do instead of watching the World Cup to win exciting prizes.
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BOOKWORM - ALISHA SINGHVI
BLUE OCEAN STRATEGY, By Chan Kim & Renee Mauborgne Have you ever wondered what actually caused all this mess of alleged corruption and client distrust in the first place? A bloody Red Ocean, that’s what. If you operate in shark infested waters pitching against the same people with the same services you eat away at each other’s margin. This is compounded by our industry obsession for anything automated, wonky reporting systems and gnarling procurement teams. But there is a way out.And it’s called Blue Ocean Strategy. A book written by two hugely inspiring INSEAD professors, decorated in global business accolades. Their 10-year research covers 150 strategic moves across 30 industries. It lists brands such as Apple, IKEA, Amazon and Virgin Atlantic who have created new ways to win customers. And the authors have captured a simple formula behind this apparent disruptive activity. Instead of trading on price or quality (such is the usual way), this entrepreneurial proposition combines low cost with innovation of the product or service. And this is called the ‘value-innovation’ proposition. Take the i-Phone. Beyond the phone calls it also gave huge choice and easy access to low cost music, plus a better way to take and store photos. It’s now an infamous presentation by Steve Jobs – he literally launched three products in one night. The masses joined the computer geeks in their love of using Apple products. This created new market space and new customer demand for Apple, making the competition irrelevant.And this sums up Blue Ocean Strategy. “A book written by two hugely inspiring INSEAD professors, decorated in global business accolades. Their 10-year research covers 150 strategic moves across 30 industries.”
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BOOKWORM
IKEA is a perfect example – bringing Swedish design to the masses and a totally new shopper experience.
The process of Blue Ocean Strategy is to create and increase elements of positive customer experience to differ from the competition and to reduce or drop the parts that have been taken for granted but are not deemed necessary in the market sector. In other words saving money in the "so what" parts and re-investing where you delight through difference. But this cannot be done piecemeal. The whole business must be aligned to deliver value-innovation. IKEA is a perfect example – bringing Swedish design to the masses and a totally new shopper experience. And as you exit the store you can buy a cheeky hot dog for 60p and with it a reassurance about all those strange bargains literally bagged. Only catch, you have to build the IKEA products yourself and be the keeper of odd shaped keys for eternity. So Blue Ocean! The appeal of this book is that you can quickly grasp the vivid red and blue metaphors and apply this to your own experience. Premier Inn lost the jazzy reception desk, gave you the best night’s sleep of your life and breakfast fit for a king. Blue Ocean. AirBnB.Achingly Blue Ocean. So what about the advertising world we live in? Surely the principles of Blue Ocean Strategy are already engrained in our people? Value-innovation (or bang for buck) is after all the key to advertising. Not so! It’s a big fat red ocean. We chase the wrong things that don’t deliver true value. When demand outstrips supply how can it? Beware the sexy channels and seek valueinnovation in different channels and services. I took a few leaves from this book – followed the client tills (of performance) and not the media trends and focused on creating new value-innovation propositions.
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BOOKWORM
Now, in part thanks to this book, the make up of our agency model looks very different. How do I know that? Because we sell over half our services to other agencies. To all those clients or agencies stuck in Red Oceans and lacking difference, you must read this book. Reinvent yourself. Align your whole company to the pursuit of delivering true value-innovation
To all those clients or agencies stuck in Red Oceans and lacking difference, you must read this book.
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FEATURED ARTICLE -VISHNU BAJPAI International Management Institute
Power of Social Media Influencers in Building or Breaking a Brand
Emotional Quotients at play in the marketplace
With reach to billions of people any social media influencer can make or break a brand of his/her choice.
MARKSMAN
Since the invention of internet in the late ‘90s , India has become a part of digital world with over 460 million users online in 2018 alone. What started with Google has expanded over the digital universe to social networking giants Facebook , Twitter and other becoming a part of everyday life. With reach to billions of people any social media influencer can make or break a brand of his/her choice. Even big brands realized this and inevitably decide that social media influencers are the key to furthering their message authentically and successfully. Influencer marketing isn’t new – for years, brands have had spokespersons they use to market their products and services, but in today’s world where social media influence on society is stronger than ever, brands can greatly benefit from using the reputation of the top social media influencers in their niche market. 28
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Why influencer marketing works? Stripped of its hashtags and celebrity mystique, social influencer marketing is simply word-of-mouth (WOM) marketing in its latest guise. WOM has always been the most favorable kind of marketing and this remains true in the digital age. One study found that 92% of people trust recommendations from individuals (even if they don’t know them) more than branded information. In a recent survey by Twitter, 49% of respondents said they relied on influencers for product recommendations. That’s only slightly less than the 56% who rely on friends. Crucially, 20% of respondents said an influencer tweet inspired them to share a product – and nearly 40% said they made a purchase based on a Tweet from an influencer. In addition, while brand tweets alone were found to boost purchase intent by 2.7x, campaigns mixing brand and influencer tweets doubled that to 5.2x. But even more impressive are some of the return on investment figures out there. On average, marketers earn $6.85 in media value for every dollar invested in an influencer marketing program. Retail and apparel brands see even greater returns of $10.48, while the CPG food sector tops the list at $11.33 ROI per dollar invested.
WOM has always been the most favorable kind of marketing and this remains true in the digital age. One study found that 92% of people trust recommendat ions from individuals (even if they don’t know them) more than branded information.
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FEATURED ARTICLE
Why do modern brands (and why should your brand) depend on social media influencer marketing to make their business a success? •When you have influencers to speak for you, you’re verifying your credibility within your target demographic. •Even if you’re an SEO novice, this is understandable that when links to your site are shared multiple times by other reputable sites, search engines rank you higher. •The trick here is to catch potential customers in the moment where they’re most likely to buy. This means you have to not only implement social media influencer marketing, but create a channel where they can quickly and easily act on their impulse to buy. •Social media influencers marketing Go Where Traditional Advertising Can’t
The trick here is to catch potential customers in the moment where they’re most likely to buy.
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FEATURED ARTICLE
Recent studies show that influencer marketing delivers 11 times the return on investment of digital marketing campaigns. Nicely Nescafe!!
Recent studies show that influencer marketing delivers 11 times the return on investment of digital marketing campaigns. Better yet, the return continued over time, since influencer posts stay active whereas digital marketing ads cease to run eventually. But how can I do it? So, chances are your brand isn’t Nike with a billion dollars to spend on a deal with Ronaldo, but that doesn't mean social influencer marketing can’t be a part of your marketing strategy.There are several ways that brands can work with influencers. For starters, you don’t need a celebrity, like Ronaldo, to get your brand noticed. An exhaustive study by Markerly found that on Instagram, micro-influencers – which Makerly identifies as profiles with 10,000-100,000 followers – have the greatest impact. On unpaid posts, micro-influencers see a higher like rate than influencers with over a million followers, 2.4% and 1.7% respectively.
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In thisinIssue's One brand that succeeded leveragingPioneer the powersection of micro-influencers early on was clothing retailerwe ASOS. brandyou reliesthrough heavily on the micro-influencers (500areThe taking 10,000 followers) life for their highly Kumar successfulJain ASOSand Insiders of Manu his program, which recruits stylish millennials eager to share their latest fashion finds on platforms extraordinary journey to the like Instagram.
peak of success.
One brand that succeeded in leveraging the power of microinfluencers early on was clothing retailer ASOS.
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FEATURED ARTICLE -Rajeshkumar Anam KJ SIMSR
Recent Trends in Advertising
Until the end of the 18th century, advertisement meant merely to inform and early newspapers and periodicals announced births, deaths, arrivals of ships from England, sale of household furniture and so on, in fact some journals like Bengal Journal offered to print government advertisements for free. Then came Industrial Revolution, which suddenly resulted in the rise of advertisements. Agents flourished, as space contractors, obtaining advertisements for newspapers and periodicals on a commission basis. These agents were in a way forerunner of the advertising agencies.
Then came Industrial Revolution, which suddenly resulted in the rise of advertisements
With time there has been a paradigm shift in the ways and means of advertising methodologies. There were days when producers and manufacturers depended only on radios, newspapers, and pamphlets to advertise products.
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Today, the increasing number of tools consumers have at their fingertips to make purchase decision has shifted the way they purchase..
A new wave of wind came as digital media crawled in early 20s to spread its wings. Advertising is considered to be the backbone of the business world, which acts as a link between products and consumers. Today, the increasing number of tools consumers have at their fingertips to make purchase decision has shifted the way they purchase. For instance, before the proliferation of internet, if the consumers needed to by a product they went to the store and bought it. Even if they visited few different stores, for the most part, it was one, two or three stop shop. And now with the advent of internet, smart phones, TV, the brick and motor business had undergone drastic change, it has grown into a journey in which consumers interact with producers in lots of indirect and direct ways.
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Some of the recent trends in advertising are as follows Rise in digital advertising agencies: New age thinking has come up with de cluttering ideas which are in a way more creative in nature. The field of advertising has come up with a new dimension al together coming out of the clutches of traditional advertising methodology. With internet taking products and services to the nook and corner of the world, more and more advertising agencies are getting associated with production houses. As a result of which digital agencies have day by day gained utmost importance over the conservative mediums. With every passing day mobile friendly advertisement and creative are becoming very popular. Also, on the part of various business the scene is that those businesses that associate well with this new trend in advertising get more visibility than the ones that hail on traditional methods. Content is (Still) king: Content marketing is a term that began gaining popularity around 2003. Content marketing includes advertorials (newspaper or magazine articles that are written editorially to promote your product), blogs or any other kind of content that is published on the web for promotional purposes. As a form of advertising, content marketing is effective at creating awareness when it comes to brand storytelling. Since the rise of social media, content marketing has strengthened connections between consumers and brands while creating a new advertising vehicle.
The field of advertising has come up with a new dimension al together coming out of the clutches of traditional advertising methodology
With this new age brand visibility plays a bigger role than anything else. And for brand to be visible quality of the content is what that matters in a way. As a result of which producers of a particular product have realised the value addition that high quality content and honest presentation offer to their businesses. In a good quality of the content also attracts youth, which form major part of the consumer section in the society and in a way are considered to be a soft target.
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FEATURED ARTICLE
Every form of communicati on in advertising has a digital touch to it.
Digital advertising: As cord cutting increases and more and more viewers move towards smart TV and over the top services and moving away from linear TV viewing, advertisers are also getting on guard. And with these changes and differences in the way advertisements were delivered, advertisements have now become more revamped. Every form of communication in advertising has a digital touch to it. No communication in the field of advertising in a way is considered as completed without the digital touch to it. while graphic and video editing software, ease the creative part of advertising, other digital platforms such as facebook, Youtube, twitter etc, enable the prospective business to easily connect to the customer. Indian advertising has witnessed vast use in digital marketing tools such as email marketing, search engine optimization, search engine marketing, youtube marketing, mobile marketing. Recent trends in Indian advertising • Digital media is replacing the market dominance of television and print media. • There is an increased emphasis on developing advertising strategies and digital campaigns. • Accelerated entry of foreign business and foreign advertising agencies selling foreign products. • Focus on high quality content. • Advertising through corporate websites, e-commerce, blogs, etc. • Huge acceptance of online video ads. • Use of digital platforms such as social networking websites, social book-marking websites, listing websites, forums, youtube search engines, etc. • Use of digital marketing tools such as email marketing. New trends in advertising have emerged just recently but have become highly matured one. Owing to the same it has started reading the pulse of the consumers in a perfect manner. The appropriate manner in which advertising media taps customer potential acts as a huge again for businesses. 36 MARKSMAN
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SQUARE HEAD SQUARE HEAD - MALVIKA YADAV
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CALL FOR ARTICLES FOR MARKSMAN AUGUST EDITION 2019 "You can make anything by writing" --CS Lewis The Marksman provides one and all the opportunity to discover their hidden talents in the literary field through the call for articles. For the upcoming month, the articles can be sent on any of the following topics:
• Marketing Luxury Items • Virtual Reality: a tool for marketing? • Tourism Marketing * Please ensure that there is no plagiarism and all the references are clearly mentioned. Kindly follow the guidelines given below: 1. One article can have only one author. 2. Your article should be approximately 800 – 850 (strictly adhere to the word limit). 3. The article must have relevant pictures that can be used to enhance the article. 4. Font Type: Gill Sans MT 5. Font Size: 14 6. Send in your articles in .doc/.docx format to marksman.simsr@somaiya.edu 7. Subject Line: Your Name_Institute Name_Course Year. 8. Kindly name your file as: Your Name_ Topic.
The best adjudged article will be given a Winner’s certificate. The First Prize Winners will be awarded Rs. 500 Cash Prize. Deadline For Submission Of Article: 25th August 2019
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