Dear Readers, It gives us immense pleasure to present before you the November 2018 Edition of our glorious The Marksman. We have put together a compendium of interesting articles that would help broaden your perspectives on marketing.
We have, in this issue, an interview with Mrs. Pranita Panigrahi, who is a senior specialist at HCL Technologies. She has had an experience of over 7 years in handling technological requirements and provide automation solution pertain to middleware IT operations. For this edition, our cover story is, “Music Marketing”. Music is something that connects you with your soul, A beautiful creation that sets you on a roll, Music has lived with us since ages, At times it's been dismaying, but at times it totally engages. In this month’s edition, witness how marketing has walked with music hand in hand through its thick and thin, While there are a few instances where it failed, there are moments where it did win! Our cover story talks about the concept of Music Marketing in detail and paints a picture perfect for our readers! Hearty congratulations to the winner of this month’s Call for Articles, Madhumita Kulkarni, whose article has been featured in this issue. We would also like to applaud the work of Tushar Swami who is the runner up this month. 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 October 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.
NOVEMBER EDITION
INDEX Tweets
01
It’s All About Ad-itude
03
Marketing Faux Pas
05
Cover Story
07
Pioneer
12
Special Story
13
Brand Markive
17
Bookworm
19
Hall-Mark Campaign
20
Kickstart
22
Featured Article
24
Square Head
33
Industry Expert
34
FAUX PAS TWEETS Free marketing for Zomato
-RITESH KAUSHIK
Zomato is a brand that has changed the way we see food delivery to be done with its ease of use, prompt and sometimes, even witty, customer response, and comprehensive set of cuisines available at tap of our fingertips. However, that’s not the only reason people love Zomato for. It has been in news in past for its out-of-the-box marketing campaign ranging from road signs that made people think not about food but something else, to customer service ‘shuddh hindi’ responses that left everyone in splits. Recently, Janhvi Kapoor talked about going to Zomato for dating prospects to see if the other person’s food preferences were like hers, on the sets of an Indian talk show.
Recently, Janhvi Kapoor talked about going to Zomato for dating prospects to see if the other person’s food preferences were like hers, on the sets of an Indian talk show.
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TWEETS
FAUX PAS Interesting news from The Boring Company
The founder said last month that the Boring Company would hold an event to showcase the Hawthorne tunnel and offer free rides to the public the next day.
The Boring Company announced Tuesday that it’s cancelling plans to open a high speed test tunnel less than two weeks before its launch. While the founder, of the company, Elon Musk is notorious for not being punctual, it was surprising after seeing the daily updates by the man himself on twitter. The launch was due on 10th December. The founder said last month that the Boring Company would hold an event to showcase the Hawthorne tunnel and offer free rides to the public the next day. The cancellation of the process has again tarnished his image but it’s yet to see if he has a way to turn it around.
Netflix releases the season 1 of Narcos: Mexico Netflix released Narcos: Mexico season 1, like always making people glued to their screens. While people who had not watched the earlier seasons of Narcos were thinking if they had to do any homework to enjoy the new series, Netflix India clarified this in a creative way through a tweet. This is one of the most loved series on Netflix in this genre, other series of its likes are El Chapo, Pablo Escobar, el patron del mal etc. However, they say the oldest is the closest, and same is the case when it comes to these serials as well.
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IT’S ALL ABOUT AD-ITUDE
-IMRAN SHAIKH
TELEVISION AD Dove is celebrating its birthday by encouraging women to define beauty for themselves. To celebrate beauty, the brand is rolling out a campaign called #LetsBreakTheRulesOfBeauty, which asks women to pledge to redefine beauty for themselves and young girls to challenge preconceived notions about attractiveness. In a recent advertisement dove invited young girls to pick a model’s face for their upcoming magazine, the young girls started debating why they should choose one model over the other, and to everyone’s surprise the girls were looking at very minute details of the models such as wide lips, underarms, face structures etc. The video was also shown to their mothers to which they were in total awe, they realised that even at age 10 their girls have a set a beauty standard. The video ends with the fact that “6 out of 10 girls feels the pressure to look beautiful”.
“To everyone’s surprise the girls were looking at very minute details of the models such as wide lips, underarms, face structures etc.”
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IT’S ALL ABOUT AD-ITUDE
PRINT AD This print ad by ChupaChups is simple but its message portrays an amazing illustration about their product. As we look into it, it shows that a lollipop has been dropped onto the floor and there are some ants passing by the lollipop. Showing that the lollipop is totally sugar free because the ants are not interested in it. They have used a very creative way to describe and show the quality of their product. Just one glance at this advertisement can give you the message that the lollipop is sugar free.
“This ad is a perfect example of how a simple picture can illustrate the whole USP of a product.”
As there are not many lollipops in the market which are sugar free, this message can really attract people especially the ones with a sweet tooth. This ad is a perfect example of how a simple picture can illustrate the whole USP of a product.
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FAUX PAS -ALISHA SINGHVI Facebook apologises for showing wrong Ads Facebook Inc. recently faced a lot of criticism in the UK after it continued to show ads for baby products to a woman who posted on the site that the baby she had been expecting was stillborn. The baby product ads kept personifying her pain and as a result, she finally wrote an open letter to the company discussing about her grievances. Anna England-Kerr said that even after sharing the news on social network, she continued to see ads of baby products, despite changing settings on Facebook that should have blocked such appearances henceforth.
During the process, hackers had exploited several software bugs to obtain login access to as many as 50 million accounts.
In return to this, a Facebook spokesperson claimed that they are working to address this and improve their product by investing in machine learning models to detect and prevent such ads as and when needed. The controversy highlights itself as the company tries to regain trust among it’s users after the personal information of its users was transferred by an app developer to Cambridge Analytica, a political consulting firm working for Donald Trump’s 2016 political campaign. During the process, hackers had exploited several software bugs to obtain login access to as many as 50 million accounts. This resulted in theft of intimate information, including search results, recent locations and hometowns, from almost 14 million users. 5 MARKSMAN
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FAUX PAS
Such incidents create a sense of de-threads of the company with its users and trust is bargained for.
Such incidents create a sense of de-threads of the company with its users and trust is bargained for. Facebook needs to revamp its image in the industry since these happening can hamper it. Hence, England-Kerr finally received a call from Nicola Mendelsohn, Facebook’s vice president for the EMEA region to express her condolences and to apologise about how Facebook had made her feel in the wake of her death.
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COVER STORY - ROHAN MENDON
MUSIC MARKETING The year was 1974. J. Om Prakash, the director of the hit movie, Aap ki Kasam, strolled around the recording studio, slightly tensed. He wondered was it even worth spending Rs. 50000 on just one song. If the movie flopped, he probably would regret spending that kind of money just to make a song. The song we are talking about here is ‘Jai Jai Shiv Shankar’. What had happened was the song was in its recording stage and was scheduled to be shot at an outdoor location. R.D. Burman, the music director of the film was told to record it in such a manner that it gels with the mood and surroundings. In order to do so, he hired extra musicians that cost him an additional amount of Rs. 25000.
“ Kishore Kumar mischievously kept shouting, “Arre bajao bajao, imaandaari se bajao, 50 hazaar kharch kiya hai!”(Tr. Keep playing the song with passion, we have spent 50000 on it).”
When Mr. Prakash learned about this, he was furious. He doubted if the song would even meet the expense incurred producing it, let alone making it a profit. Perturbed, he kept saying that we have spent Rs. 50000 on this song, it better do well. Kishore Kumar, one of the singers, came to know about this incident. This is when he thought he’ll take the matter in his own hands. When he went to complete the last bit of recording, towards the end of the song, Kishore Kumar mischievously kept shouting, “Arre bajao bajao, imaandaari se bajao, 50 hazaar kharch kiya hai!”(Tr. Keep playing the song with passion, we have spent 50000 on it).
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COVER STORY
COVER STORY An amused R.D. Burman decided to go ahead and use this in the original track. This song then became an overnight sensation and needless to say, every bollywood fan or even a non-bollywood fan for that matter, must’ve heard this song. That one line by Kishore Kumar made the song even more popular. There was no intentional marketing involved yet it was marketed in the best way possible. Music marketing is essentially the intersection between the two terms. It is different from the usual marketing techniques that we witness today. Unlike other products, music is something that can be marketed directly using the content itself. Try spreading the music as much as possible by playing the songs repeatedly on television, radio, concerts and even on the internet. It all depends on how good your content is. While this may sound simple and possible, it is not always the case. “Around the late 80s and early 90s, people slowly started shifting from radio to television which gave birth to music channels like MTV and B4U music.
Audiences may not accept the song and releasing the song everywhere will increase one’s production costs. Well, over the years, music marketing has become easier, thanks to technology. But how did it happen earlier, like much earlier. Let’s take a look. The Past Bollywood songs have always been a rage in India. Most of the songs that were listened to in the past belonged to movies only. People yearned to listen to their favourite songs but unfortunately had to wait until the movie in which the song was, hit the theatres. This is when the medium of radio was used. In those times, there was just one radio channel i.e. the All India Radio and competition was almost nil. Not a lot of emphasis was laid on ways to promote music. The songs spoke for itself. While the radio business was doing pretty well, the television came into picture. There was an old long running show by the name “Chayya Geet” that played famous songs on T.V. Things began changing a little from here on. Around the late 80s and early 90s, people slowly started shifting from radio to television which gave birth to music channels like MTV and B4U music. Marketing a song wasn’t given a lot of importance earlier but these channels brought in whole new dimension to the music industry.
“Unlike other products, music is something that can be marketed directly using the content itself.”
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COVER STORY The music channels played mostly popular music and musicians had to work really hard so that they could get their songs featured on the chart lists. Seeing the music industry rise rapidly, production houses started releasing their songs in the form of cassettes prior to the film’s release. This also led to the formation of multiple bands, choirs, groups, solo artists etc. which was enough competition to Bollywood music. Live performances were often held in public places or in private such as weddings and colleges fests. While all this was done, the no. of music channels and radio stations also increased substantially. Songs were promoted and spoken about by the composers through the digital medium. Almost every movie crew and music composers held a music launch prior to the release of their album, concerts were organized in different parts of the country and the trend of music reality shows also began around the late 90s. Contestants sang their favourite songs which itself led to promotion of the particular song. There was no looking back from here.
Price
“Seeing the music industry rise rapidly, production houses started releasing their songs in the form of cassettes prior to the film’s release.This also led to the formation of multiple bands, choirs, groups, solo artists etc”
The Present With the advent of internet, music was marketed on another level. With the help of YouTube and other such platforms, people started creating their own music channels where they could release their songs and reach out to maximum people. We even got to see trailers or clippings of the songs, thus creating a buzz around it. With technology, the transition in promotion techniques could be seen. Earlier, all a musician had to do was to compose his best piece. Now, in addition to that, people used various methods to promote their content. With the help of popular apps like Instagram and Snapchat, singers themselves took a selfie video of them singing. Over here, celebrities endorse their own products. This creates instant attraction, especially among the youth. It is also observed that if a song becomes extremely popular, there are many budding musicians who make their own different versions and covers of that song. 9 MARKSMAN
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COVER STORY
COVER STORY In the past decade, we have also noticed that famous songs of yesteryears are remade. Now in this scenario, it is either a hit or a miss. While a part of the population may enjoy it, some may argue that it spoils the essence of the original. The question arises, is music marketing going in the right direction? Many people believe that music is turning out to be a business now. Certain personalities have even voiced their opinion over the same. There are instances where the boundaries of music marketing have been crossed. It’s true that the song must’ve generated a lot of profit, but does it have that rhythm of our old songs. There are songs where music is given far less importance and instead has atrocious lyrics. Rapping has become so popular in India that the youth is used to it. If this continues for a long time, the essence of real music will be lost very soon. One famous example would be “Why this Kolaveri Di?” The song made a lot of money but no one really remembers it now. The sole purpose of music is supposed to be soothing to the ears. We can already see it declining. Music has also given birth to a new genre known as ‘Cringe Pop’. We’re all aware of Dhinchak Pooja and her disastrous songs. It’s sad to see people go to such an extent to promote their stuff what they call ‘music’ and to achieve fame.
It’s sad to see people go to such an extent to promote their stuff what they call ‘music’ and to achieve fame.
The problem is, this trend may continue in the future. Thanks to social media, we’re all aware of the ‘Kiki Challenge’ as well. While it may seem fun to watch, such acts are hazardous to life. If this how the next generation is going to continue to promote music, there probably should be a line drawn between marketing and insanity. In this race of making money, we have forgotten the basics. The formula over here would be to keep it simple. True, India is a democratic country and every citizen has the right to market his or her music in whatsoever manner possible even if the lyrics are bad and the music is cringe-worthy. But it just hampers the hard work and the kind of legacy has been set up by the great musicians of our country. Auto-tune is a fancy process that is used by many composers in today's era. 10
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COVER STORY
COVER STORY “In this race of making money, we have forgotten the basics.The formula over here would be to keep it simple.’’
Non-singer celebrities are made to sing songs to generate publicity and profit but again it mocks the efforts put in by actual singers. Something over here is not justified. Old school techniques may still work. Using social media, radio, television, having live performances, reality shows etc. are still excellent ways to promote your music. Why encourage practices that raise questions and backlash from the audiences and media alike. Let's not lose out on the essence of Indian music. Music is one of the most beautiful forms of content there can be and let the music do the talking. Unnecessary additions are uncalled for. I would like to conclude by quoting Mari Smith who said ,”Content is King, Engagement is Queen and the Lady rules the house!”
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PIONEER JACK DORSEY
“A founder is not a job. It’s a role, an attitude.”
- MALVIKA YADAV
Jack Dorsey has been the CEO of the social media giant Twitter and also of Square, a business payments platform. He was born in St. Louis (Missouri, USA) on November 19, 1976. His love for computers developed in his teenage years and took him to the heights that he attained in the later years of his life. He completed his first computer programming when he was just 14 years old. After studying briefly at the Missouri University of Science and Technology, Dorsey transferred to New York University. Then , following in the footsteps of other computer wizards such as Bill Gates and Steve Jobs, he also dropped out of college before receiving his degree. He then went on to start a web based company of his own. The idea of Twitter came after that and took the world by storm. 'What if you could share your status with all your friends really easily, so they know what you’re doing?” This led to the beginning of Twitter with the first tweet posted by Jack on March 21, 2006 which said –”just setting up my twttr.” The rest is all history now. When asked about his success mantra, Jack Dorsley says that –“The only way to work in 16 hour mode – is to be very disciplined and plan your working day”. He believes that there are always gonna be distractions in life. You just need to focus on your dreams and success will definitely be yours.
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SPECIALSTORY STORY SPECIAL -YASH WAGH FESTIVE MARKETING ‘Marketing is a process in which you as an organization have to connect with your consumers on a personal level and create a campaign that they can easily relate with’ The perfect time to do this is during the festive season when the whole country unites to celebrate a common occasion. We saw various such campaigns in the month of November 2018 on the occasion of Diwali and during early November for Halloween. Festive Marketing strategies are aimed at people who are in the holiday spirit and want to take advantage of the special discounts offered or buy costly products during these auspicious time. Usually companies on an average witness a growth of 40% in sales during these festive seasons. Understanding the reason behind this rise is not that hard, the answer comes down to customer emotions. These purchases are usually intuitive purchases or emotional purchases.
‘Marketing is a process in which you as an organization have to connect with your consumers on a personal level and create a campaign that they can easily relate with’
Let us look at some of the Festive Marketing campaigns done by various brands in this month
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SPECIAL STORY
FRIGHTENING FANTA: HALLOWEEN CAMPAIGN
This campaign marked one of the smartest integrations of a physical product and social media.
Fanta partnered with Snapchat to initiate one of the smartest marketing campaigns for Halloween. This campaign marked one of the smartest integrations of a physical product and social media. For a limited time, Fanta released Special cans with Halloween theme bearing QR codes on them. When the QR codes were scanned, you were able to unlock special Snapchat filters like a creepy china doll shedding tears. They also launched 2 new Halloween inspired flavors: Blood Orange Zero Pink Grapefruit Zero
They also teamed up with online influencers and started a ‘Spooktacular campaign’ which encouraged viewers to vote on their favorite online prank videos. This campaign gained a total of 18.7 million views. Fanta cans and bottles also received a spooky makeover to match the Halloween theme.
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SPECIAL STORY
VODAFONE: DIWALI CAMPAIGN Vodafone has launched a Heart-warming campaign urging its viewers to celebrate the auspicious festival of Diwali with their loved ones rather than their devices. This campaign tries to resist the change that is taking place in the way we celebrate Diwali. Greeting people on mobile instead of actually meeting them, shopping online instead of going out shopping with your family/friends, only sharing photos of sweets on social media instead of actually enjoying the homemade sweets and delicacies. #LookUp campaign tries to bring back the old Diwali celebrations in this new era.
This campaign by Vodafone resonated well with the audience and helped in driving up the brand preference.
This campaign shows the changing nature of Diwali through the eyes of a small kid who finds his father’s diary explaining how Diwali used to be before. The advertisement showed how technology can take over and how easily people can lose out on the real connections that matter the most. This campaign by Vodafone resonated well with the audience and helped in driving up the brand preference. Vodafone continues to use the #LookUp campaign on Father’s day, Valentines day as well as Friendship day to encourage celebrations the connections that really matter.
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SPECIAL STORY
BIG BAZAAR: DIWALI CAMPAIGN This campaign is not just a way of communicatin g the brand to the audience but it is meant to be a philosophy that demonstrates how Big Bazaar celebrates each and every Indian festivals.
Big Bazaar, a leading supermarket chain has created a campaign that captures the essence of festive marketing. It started with a jingle that incorporates the campaign tagline in it ‘Har Tyohar Mein Big Bazaar’ This one campaign is meant to target every festival. They further expanded on this campaign with another tagline ‘Ek Desh Ek Utsav’ along with the original one. This campaign is not just a way of communicating the brand to the audience but it is meant to be a philosophy that demonstrates how Big Bazaar celebrates each and every Indian festivals. This Campaign is being promoted on all Big Bazaar social media platforms, TV, OOH, Print. It is also promoted within all outlets around the country.
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BRAND MARKIVE - AMIRTHAVARSHINI SWIGGY: THE IMPORTANCE OF STRATEGIC DEVELOPMENT When Swiggy started off in 2014, it was perceived as a late entrant to an overcrowded market. The online food ordering and delivery market was not very appealing back then, and Zomato, the then leader in food-tech, had decided not to expand its delivery business, which was seemingly messy and impossible. Swiggy attempted something that no other online food ordering start-up in India had ever done and invested in setting up a proper logistics network, with a vast fleet of its own delivery personnel. It also focused on building technology to make its logistics network more efficient. When Swiggy started out, most of the startups avoided getting their hands dirty and focused on building a cool app rather than taking up the humongous task of building a supply chain. Swiggy had a clear vision that the only way to crack the food delivery market was to build an extensive logistics network. Within a year of its launch, Swiggy had managed to create a buzz, with order volumes increasing exponentially on its platform.
Back in 2015, nobody was doing as well as Swiggy on one key metric namely customer experience which ensured high customer retention.
Larger rivals such as Zomato became precautious and decided to venture into food delivery in 2015. Interestingly, a few months later, Swiggy had also started charging customers for deliveries, unlike its rivals. The fact that the business did not suffer losses convinced Swiggy’s investors that the model was working. Back in 2015, nobody was doing as well as Swiggy on one key metric namely customer experience which ensured high customer retention. The past four years, however, have posed a lot of challenges for Swiggy. Several startups started shutting shop due to the collapse of the Internet funding boom that lasted for around one year and a half. While the order volumes remained high for Swiggy as compared to rivals, the company’s losses jumped 65 times for the year ending by March 2016. In order to make the business more sustainable, Swiggy spent most of the time focusing on reducing costs by making its logistics network more efficient. 17 MARKSMAN
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BRAND MARKIVE
It also started outsourcing some deliveries by tying up with third-party logistics players and increased the delivery cost and surge pricing during peak hours. These efforts started paying off. Due to its excellent customer service, order volumes continued to grow. Swiggy also stood out from the crowd due to its strong restaurant partnerships, easy-to-use app, new bets and experiments with projects like “cloud kitchens”- a programme that enables its restaurant partners to establish kitchen spaces in areas where they do not operate. Swiggy also stood out from the crowd due to its strong restaurant partnerships, easy-to-use app, new bets and experiments with projects like “cloud kitchens”- a programme that enables its restaurant partners to establish kitchen spaces in areas where they do not operate.
And today here it stands a giant rival to the well-known Zomato, UberEats and (Ola’s) Foodpanda whose’ core business is not food delivery. It is highly unlikely that they can match what Swiggy does day in and day out. Earlier this year, in August, Swiggy raised $210 million at a valuation of $1.3 billion.
They saw that technology was making things work with the push of a button. Ola and Uber gaining success through their on-app booking made them realise the potential of hyperlocal delivery, and that marked the birth of Swiggy. The founders’ dedication and persuasion has led to Swiggy becoming a successful hyperlocal delivery platform and a household name for online food delivery. 18 MARKSMAN
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BOOKWORM - PARAG CHAUHAN THE GREATEST SALESMAN IN THE WORLD In this edition, we are shedding light on one of the classics from the sales field. Through this book, Augustine “Og” Mandino II laid out timeless principles for success in sales domain and personal life. These principles are explained in terms of scrolls received by a boy named Hafid from his master Pathros. Hafid aspired to be a great merchant and asked for assistance from his master. Pathros wanted to test Hafid’s resolve so he gave him a finely woven robe and sent him to a poor neighborhood “Bethlehem” to sell the robe. After struggling for three days, unable to sell the robe, Hafid gave the robe to poor parents trying to keep their newborn baby warm. He was accompanied by a bright star over his head as he returned to master, seeing this Pathros knew something extraordinary had happened. Hafid considered he failed the test and told everything to his master. Startled Pathros said to him that he didn’t fail the test and was worthy of receiving the scrolls. Every scroll has a different message that needs to be followed daily in order to be successful. Scrolls talk about forming good habits and staying positive in every situation as a good salesman is not bogged down by failures & needs to approach every customer with positive attitude irrespective of their characteristics. It tells us to greet everyday with love & affection even if we get rejected by many people while doing the job. A good salesman needs to be persistent until he achieves success by diligently working towards a goal. It also talks about mastering the emotions so that we do not lose control during difficult times. Scroll tells us to seek out opportunities to multiply our value and keep on climbing the ladder of success. It prompts us to take control of our lives immediately and to take action instantly in order to avoid failure. Also the importance of living life to the fullest, cultivating the habit of laughter and the need to pray everyday is explained in the scrolls.
“No other trade or profession has more opportunity for one to rise from poverty to great wealth than that of salesman.”
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HALL-MARK CAMPAIGN - SAKSHI ANANDANI SBI LIFE INSURANCE – “MAIN SE HUM” The challenge to connect with today’s consumers is to devise strategies which are unobtrusive yet powerful enough to capture their mind space.
The SBI Life Insurance chief of brand and corporate communication, Ravindra Sharma aptly remarked, “The challenge to connect with today’s consumers is to devise strategies which are unobtrusive yet powerful enough to capture their mind space.” SBI Life Insurance has collaborated with an advertising start-up, CupShup, which is quite popular today for its quirky technique of converting tea and coffee cups into a platform for brands. SBI Life Insurance has very smartly aimed at creating consumers connect by tapping the emotional quotient of consumers, in their tea breaks. Tea has been always been the social beverage for Indians, making connections and engagements. Some meaningful discussions always begins with a cup of tea. SBI Life Insurance, in association with CupShup has brilliantly leveraged this opportunity and has literally placed its brand in the hands of consumers, which quite directly creates the mind share.
There are around 8 lakh cups that have been distributed across 80 leading corporate houses. The paper cups carry an illustration of ‘Main se hum ka kadam’ and very briefly describe the services that SBI Life Insurance offers. These services can be adopted by the individuals and hence spread by word of mouth, yet another excellent way of advertising and marketing. 20 20 MARKSMAN
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HALL-MARK CAMPAIGN
The most unique thing about the collaboration is that without approaching directly and without putting in many efforts to deal with customers directly, SBI Life Insurance has brought out this campaign without disturbing the daily chores of the individuals and their target audience as such. The main idea behind the paper cup marketing of SBI Life Insurance is building relationships, which is also the agenda of its organisation and the service itself- ‘main se hum’. This outstanding campaign which SBI has carried out with subtle hint of emotion and a distinctive idea is a hall-mark campaign of SBI Life Insurance.
“The main idea behind the paper cup marketing of SBI Life Insurance is building relationships.”
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KICKSTART - SHAIVEE SHEKHAR OLA In December 2010 Bhavesh Aggarwal and Ankit Bhatti, decided to go ahead with their start up dream and took a step towards what was the revolution in the Indian cab services market. They started Ola Cabs, a taxi aggregator service, in which they partnered up with a number of taxi drivers, and added a touch of modern technology to the whole set up, where people can book cars at a short notice through their call centres and their app.
They partnered up with a number of taxi drivers and added a touch of modern technology to the whole set up.
The booking can be made for half day/full day rental and even outstation cabs. Now, they boast of large fleet across 90 cities across the country, offering variety of cab options- Mini, Prime, Luxury- which can be paid for through one of the different modes available. The start up works on a pay-per-performance model, where Ola Cabs gets a commission on every sale that the taxi driver makes. Cab drivers can also opt for the access to the technology platform benefits, by paying a minimal fee to Ola Cabs. Ola has run many distinctive marketing strategies which has resulted in a fast-paced growth. Ola Mini campaign has been one of the most successful marketing campaigns of Ola in which they offered cab rides at auto fares on auto strike days in 2012 and 2013 and saw a phenomenal response from people.
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KICKSTART
During, the Chennai floods, Ola introduced its ferry services on the water logged roads of Chennai.
In 2013, Ola Cabs partnered with MakeMyTrip, under which users of MakeMyTrip were able to get car on rentals. The users could also opt for pick up and drop facility. It further partnered with TVF and utilised their talent of creating quality content. This way Ola got to gain from TVF’s existing fan base, while TVF gets to reach out to Ola’s customers. During the Chennai floods, Ola introduced its ferry rescue services on the water logged roads of Chennai. Ola’s boats with professional rowers were being deployed to help those stranded in the water logged areas. The boats were being deployed on the information provided by fire and rescue forces. Each boat could carry between five to nine people per trip.
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FEATURED ARTICLE -MADHUMITA KULKARNI WELINGKAR INST. OF MANAGEMENT GUERRILLA MARKETING
Of Guns and Horses, Battles to Win and at Stake the Country Men. Out of the 7 Golden Rules defined in Guerilla Warfare, one of the most stressed is “Make use of the element of surprise in military actions.”
Let me not puzzle you with the above image under discussion and article topic anymore, but that’s how Guerilla Marketing came into existence. It takes influence from the Guerrilla Warfare wherein the element of surprise plays an important role. Out of the 7 Golden Rules defined in Guerilla Warfare, one of the most stressed is “Make use of the element of surprise in military actions.”
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FEATURED ARTICLE
It’s certainly not a Guerilla doing marketing!!Though it would certainly grab employees as well as consumers attention. :D
Guerrilla marketing is an alternative strategy! It is about
Taking the CONSUMER by SURPRISE!!
To make a BIG IMPRESSION about the BRAND
This in turn creates buzz abou t the Brand or Product being Marketed.
Jay Conrad Levinson popularized the concept of Guerrilla marketing in the book “Guerrilla Marketing” in 1984.
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FEATURED ARTICLE
Guerrilla Marketing is a way of advertising that helps increase engagement with the product or service, and create a memorable experience for the consumer.
Traditional advertising media are channels such as print, radio, television and direct mail but with the technological advancements the customers are moving away from these channels, due to which the marketers and advertisers are in a tough spot. They have to look out for new strategies to get their commercial messages to the consumer. Guerrilla Marketing is a way of advertising that helps increase engagement with the product or service, and create a memorable experience for the consumer.
Public marketing campaigns mostly use billboards whereas guerrilla marketing involves establishing direct contact with the customers by the application of multiple techniques and practices. Guerrilla marketing primarily aims at two goals via the interaction with its customers:  
It causes an emotional reaction in the clients It gets people to remember brands in a different way than they are used to.
THE ONLY CHALLENGE FOR EXECUTING THE GUERRILLA CAMPAIGN IS TO FIND THE RIGHT PLACE AND TIME!
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The above experience was created by Swiss Skydive. They created stickers and placed them on the elevator floors giving the citizens a nerve wracking experience.
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FEATURED ARTICLE King Kong 3D created the above campaign which grabbed plenty attention on social media wherein people shared their snaps and experiences. The various types of Guerrilla Marketing include:
Guerrilla Marketing
Ambient
Ambush
Stealth
Viral
Street
Ambient Marketing is a form of corporate communication via elements from environment. That could include every possible physical surface that a customer engages with be it the hand dryers in public bathrooms and petrol pumps through to bus hand straps and golf-hole cups. Perfect example for the same is of McDonald’s:
Ambient Marketing is a form of corporate communicatio n via elements from environment.
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FEATURED ARTICLE Organizations incorporate Ambush Marketing to capitalize on attention, goodwill, awareness.
Organizations incorporate Ambush Marketing to capitalize on attention, goodwill, awareness and many other benefits that are generated due to associations with various events or property, without the organizations direct communication with the event or property. Nike from its 2012 London Olympics is a great example of Ambush Marketing. They created 'find your Greatness' spots where they featured athletes from several locations which indirectly generated connection between London Olympics and Nike. Hathaway charmed her way out as nerd-turned-chic secretary. And that was Stealth Marketing on the face! People were unknowingly part of advertisement.
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FEATURED ARTICLE An exponential growth in the message’s exposure and influence created by customers by passing on the message to others is Viral Marketing. The famous “Kolaveri Di” is one such example. Street marketing carries the characteristic of being unconventional as opposed to traditional methodologies.
Street marketing carries the characteristic of being unconventional as opposed to traditional methodologies with the main goal to encourage consumers to remember and recall the brand or product marketed. Though it is confined to streets and public places. Few examples include the below:
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Guerrilla Marketing comes along with its evident Pros as well as a few Cons. Pros Cheaper than traditional methods
Cons Presence of mystery in Guerrilla Marketing can be at times misunderstood Government Officials Interference Susceptible to bad weather conditions or improper timings etc.
Imagination over Budget Word of Mouth Influence: One of the most sought after weapons by marketers Publicity Powerhouse Effect
Potential Backlash: Savvy audiences may call out businesses who are implementing guerrilla marketing campaigns they don’t approve of.
2018 has been a great year for a few brands with their Guerrilla marketing campaigns. One of them is of Taco Bell where they rang their “Ding” on the Big Ben in London after every interval of an hour from 8AM to 8PM. 2018 has been a great year for a few brands with their Guerrilla marketing campaigns.
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FEATURED ARTICLE Elon Musk tweeting about the interior of the Boring Company’s “disturbingly long” tunnel is another example. An Inexpensive and Creative technique of engrossing the consumers with the brand and product is what Guerrilla Marketing all about. One of the examples where the impact created by Guerilla Marketing is evident is of WestJet’s (Canadian Airlines) Christmas Miracle Campaign.
They asked passengers in the waiting lounge what they’d like for Christmas via a virtual Santa Later they presented their wishes gift-wrapped to delighted passengers midflight with dedicated WestJet elves. In-turn led to a 77% rise in bookings and an 86% increase in revenue compared to the previous year.
An Inexpensive and Creative technique of engrossing the consumers with the brand and product is what Guerrilla Marketing all about. So wake up the Guerrilla in you!
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SQUARE HEAD SQUARE HEAD - ALVIRA SAYED
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INDUSTRY EXPERT -DHRUV PALIWAL MRS. PRANITA PANIGRAHI “Blockchain sort of provides shared ledger technology that allows any participant in the network to access to the one record or ledger for any data related to transactions.�
Q. How did you get inspired to choose IT consultancy as your career? I was always inspired by things that were there at our fingertips but the processing behind was not visible and that kind of intrigued me as to how the internet and enterprises hosting various types of applications work and that lead me into IT. Q. How does your regularly day at work look like? I reach office and start working on important client mails that are lying in the bin, prioritizing them and working accordingly. Starting from deployment of apps to managing the infra hosting them, troubleshooting issues across platforms and making them available to business is basically what I do on any given day.
Q. Blockchain is the new buzz word in the world of Technology and Economy. Can you throw a light on what is blockchain in layman terms? Its basically used for any sort of transaction management, current system used to keep records or ledger of all transactions on the network due to which we end up paying high transaction fees like NEFT, convenience fees etc. Blockchain sort of provides shared ledger technology that allows any participant in the network to access to the one record or ledger for any data related to transactions.
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Q. For an aspiring BA (Business Analyst), what are the opportunities lying ahead in this sector and how does the career graph look like? At this point the career path looks very promising as the Industry is buzzing with new trends but yes you have to keep yourself updated about each trend cause you may not be knowing what trend your business may start following sooner. There is a proper mind shift in the work we are doing and that shift needs people to be updated of all tech buzz.
“Industry is buzzing with new trends but yes you have to keep yourself updated about each trend cause you may not be knowing what trend.�
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CALL FOR ARTICLES FOR MARKSMAN DECEMBER 2018 “Writers are always selling somebody out" --Joan Didion 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:
• Cause Marketing • Online vs. Offline Marketing • Rise of Click and Brick * 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 December , 2018
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