Dear Readers, It gives us immense pleasure to present to you yet another interesting issue of our beloved Marksman. We have curated for you a broad spectrum of interesting articles that would enhance your understanding of marketing. For this edition, our cover story is “Green Marketing”. Green Marketing seeks to go above and beyond traditional marketing by promoting environmental core values in the hope that consumers will associate these values with their company or brand. The special story covers “Tetra Pak”, the global leader in sustainable food packaging; this Swedish company is synonymous with the idea of innovation. We would like to congratulate the winners of this month’s call for article, Drumil Jagwani of IIM Shillong and Mayank Mishra of School of Petroleum Management, Gandhinagar, whose articles have been featured in this issue. For the remaining entries, we would like to thank you all for your incredible response and encourage you all to keep writing to us with great enthusiasm.
We’d also like to hear back from our esteemed readers on how you find this issue.Your feedback is valuable for us! It helps us improve our magazine. Enjoy Reading! Stay with us on www.interfacesimsr.com/index.php/marksman Follow our Facebook page for more updates.
OCTOBER EDITION
INDEX Tweets
01
It’s All About Ad-itude
03
Marketing Faux Pas
05
Cover Story
07
Special Story
14
Pioneer
18
Hall-Mark Campaign
20
Brand Markive
22
Bookworm
24
Kickstart
25
Featured Article
27
Square Head
34
Buzz
35
TWEETS -MONISH SHAH
#DoBiggerThingsNG Samsung Samsung has always adopted aggressive marketing to promote their products. So with Galaxy Note 8, Samsung was always going to go all in. The Galaxy Note 8 boasts of several great features, looks beautiful and at the same time it is capable of doing great things. Through ‘Do Bigger Things’ campaign Samsung has reiterated that its phone are one of the best. Time and time again, Samsung has shown us that with each new Galaxy Note phone the company has done something different and with Galaxy Note 8, the company has certainly stepped up its game. The company has been really busy promoting this device using this hashtag and has done a great job at it. It also encouraged people to share their ‘big thing’ with the hashtag.
Through ‘Do Bigger Things’ campaign Samsung has reiterated that its phone are one of the best.
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TWEETS Mutual Funds Sahi Hai #MFsahihai and #SahiHaiMoments ‘Sahi hai’ campaign is the first time that the Association of Mutual Funds of India (AMFI) has adopted an awareness campaign on such a large scale. The ads are crisp and show people from different backgrounds. Each advertisement talks of one aspect or feature of mutual funds. Apart from these advertisements, the association also launched a Diwali campaign on Twitter and asked people to share their Diwali’s ‘sahi moments’ with them. And a lot of people did share their moments making this campaign a successful one. #HereToCreate - Adidas Adidas’s US website states, “From the field, to the court, to the pitch, creativity changes everything. Create your own waves. Create positivity.” Adidas unveils a new campaign for FIFA U-17 World Cup. The global campaign aims at inspiring young footballers. The Indian version covers the whole of India from shiny beaches of Goa, streets of Mumbai to the playgrounds of Kolkata. Adidas also partnered up with various football Adidas teams and players to partnered bolster its campaign. up with Messi’s fantastic various performance for football Argentina helped teams and Adidas’s hashtag to trend players to all over the world. bolster its campaign.
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IT’S ALL ABOUT AD-ITUDE -ANJALI VERMA Television Ad: October being the month of festivity, Nokia has come up with a beautiful ad with Diwali as backdrop for its flagship android phone of 2017, Nokia 8. Nokia has recently launched the handset in India on 14 October, first high-end smartphone post Windows Phone and comes with top of the line specifications, ZEISS certified dual cameras, and a new feature “Bothie”, as an evolution of selfie. It can capture image using both front and rear camera at the same time. The ad captures a sweet moment on Diwali between a novice techie mother and her young son. It focuses on the innovative bothie style capture and at the same time strikes an emotional chord showing a mom capturing her son and herself in the same frame. The campaign goes with the tagline “This diwali be less selfie and be more #bothie. Don’t miss a single moment with the #bothie the new Dual-Sight mode on the Nokia 8”.
Nokia 8 can capture image using both front and rear camera at the same time
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AD-ITUDE
Print Ad: With festivity at its peak in October, Philips LED has started a pertinent print ad for its wide range of LED lights. It promotes the idea of “Right Light” this Diwali and targets the competitors as “say no to harmful glare from ordinary LED”. This ad comes as a sequel to the Philips LED ads on Navratri, Onam and Ganesh Chaturthi launched earlier this month. The campaign strategy here is to use the two key aspects of the festival of Diwali: light and safety, intrinsic features of the Philips LED product, as the highlight of its advertisement, alongside the creative image of Goddess Laxmi made of LED lights making it eye catchy and helps us to notice the nuances of the image. The campaign showcases the entire range of Philips LED products and has been appearing in magazines, newspapers and other print media channels. Philips promotes the idea of “Right Light” this Diwali and targets the competitors as “say no to harmful glare from ordinary LED”.
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FAUX PAS -ANUSHA KIDIYUR Dunkin’ Donuts is a popular brand when it comes to myriad varieties of flavours they provide in donuts. It carries an image of America's favourite all-day, everyday stop for coffee and donuts. Their launch of Charcoal Donuts in Thailand in 2013, however, faced criticism not because of the taste differences but because of the advertisement that came out during the promotional campaign. The advertisement featured a woman in ‘blackface’ makeup with bright pink lipstick, holding a charcoal donut. The slogan tagged along with the image is "Break every rule of deliciousness." As it was prevalent back then in Thailand to use racial stereotypes in advertisements, charcoal donut campaign hadn’t created the stir in public. If it had been released in US, the campaign would have received widespread public outrage. But the then CEO for Dunkin' Donuts in Thailand, which was operated as a franchise, didn’t find this a matter of concern. He found this controversial disapproval absolutely ridiculous. Nadim Salhani said, "We're not allowed to use black to promote our doughnuts? I don't get it. What's the big fuss? What if the product was white and I painted someone white, would that be racist?" Salhani said his daughter was the model used in the advert. He dismissed criticism as "paranoid American thinking", saying: "I'm sorry, but this is a marketing campaign and it's working very well for us." As far as the Human Rights Watch is concerned, the ad is “bizarre and racist.” The director of HRW opinionated that the American pastry maker, Dunkin’ Donuts should immediately withdraw this ad and apologize all those who are offended by this act.
The advertise ment featured a woman in ‘blackface’ makeup with bright pink lipstick, holding a charcoal donut.
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FAUX PAS
The situation cooled down after Dunkin’ Donuts posted an apology on its website and other social media campaigns.
The situation cooled down after Dunkin’ Donuts posted an apology on its website and other social media campaigns. They accepted that the ad portrayed insensitivity and cut a sorry figure for their offensive act. The Chief Communications Officer for Dunkin’ Donuts apologized for the racist move and promised to pull out the television spot and change the campaign.
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COVER STORY -VIDITI JAJODIA It’s Diwali. You can hear the crackers; more noise than light. The TV is set on VH1; John Martin (of Swedish House Mafia) is crooning “Who's American going to save the world tonight?” Mr. Martin is talking about small Marketing changes and their big impacts, and as I write this article, I have to Association wonder. Can the buzz around ‘going green’ save the world? Can the defined ‘trend’ become our salvation? Green Like all fellow millennial faced with a question, I went to Google. Ask Marketing and thou shalt receive, and what a bounty it was. One piece in The as the Guardian claiming that green marketing is dead, while another called marketing it the future. Hopelessly confused, like many marketers, my next stop of products to understand what Green Marketing was the God – Philip Kotler. that are God did not disappoint. Or rather his temple, the American presumed Marketing Association, did not disappoint. They defined Green to be Marketing as the marketing of products that are presumed to be environmen environmentally safe. Thus, green marketing incorporates a broad tally safe. range of activities, including product modification, changes to the production process, packaging changes as well as modifying ads. Green Marketing does not leave any stone unturned. It is not just a change in strategy, but a change in lifestyle, making it a huge investment. But the question remains - How does a brand adapt to green marketing? Ginsberg and Bloom (2004) put a green marketing spin on the traditional Marketing Mix. They came up with four main strategies: (1) the lean green strategy, (2) the defensive green strategy, (3) the shaded green strategy and (4) the extreme green strategy.
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COVER STORY
COVER STORY
As the names suggest, the degree to which a company adopts the green strategy. Lean suggests that the company is not that invested in the green part of the strategy, enough to incorporate it out of Lean social responsibility, but they do not expect it to yield substantial suggests that monetary benefits. They do not want to be pigeonholed as green. the company While Extreme green companies are generally niche companies is not that that often sell their products through special channels. invested in Product: According to Bradley (2007), green products are the green products that can be recycled and reused. Also, products’ waste part of the shall not be damaging to the environment and society. Prakash strategy, (2002) suggest six ways for the product to be green. They can be: enough to (1) Repaired (2) Reconditioned (3) Remanufactured (4) Reused (5) incorporate Recycled and (6) Reduced. it out of Price: Customers will pay the extra price for green products only social if they perceive that the product has extra value. Things look up in responsibility this direction as according to study done by Neilson in 2014, 55% of consumers are willing to pay extra for products and services from companies who care about social and environmental impact. Place: Customers would not go out of their way to buy a green product, so it’s very important that the product is placed broadly in the marketplace, appealing not only to a small green niche market but to the wider public as well. To make place greener, companies have to use more environmentally friendly distribution channels and vehicles. Promotion: One issue that the companies regularly face is what aspect of the product to promote. One of the key features here is to be transparent, so that the customer can easily verify the information, building trust in the company.
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COVER STORY
Many companies today are including green marketing. Ben and Jerry of the Unilever were one of the earliest adopters. Their ice-cream promotes natural ingredients and ecofriendly business practices. Unilever has halved its greenhouse emissions in the last 15 years.
In the perfect world, the ethical reasons will be enough. But in this world, brands have to explore and question
Toyota with its hybrid car - Prius is also leaning heavily on its green aspect. With the tagline of “Go green. Go Prius”, they have declared their position quitePrice firmly. Companies like Whole Foods, Starbucks, Johnson and Johnson also boast of using green marketing. Brands have to ask themselves – is it worth it? In the perfect world, the ethical reasons will be enough. But in this world, brands have to explore and question. They have to sometimes be forced with government laws (California has cracked down on emissions allowances; so, companies such as FedEx and General Electric have incorporated green technology in order to reduce emissions and comply with state standards) or viral Greenpeace videos (Lego’s contract with Shell wasn’t renewed due to campaign by Greenpeace highlighting Shell’s drilling practices that harm the environment.)
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COVER STORY
Marketing for millennials is a hot topic; brands are simply not sure what connects.
So, what makes Green Marketing worth it? There are various reasons why a company should adopt green marketing. One big incentive is we millennial. Marketing for millennials is a hot topic; brands are simply not sure what connects. As traditional marketing fails, brands scramble to find out what will work, green peace acts like a light at the end of the tunnel. Studies show that millennials care more about sustainability than any other generation. There are many other reasons. Many governments offer tax rebates and incentives to go green. Apart from that, it also improves brand perception and promotes loyalty. Customers show preference towards green packaging. It also offers a competitive edge over similar brands and entices them to become eco-friendlier.
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COVER STORY
COVER STORY Green marketing may be an initially high investment, but over a long-term period, they prove to be more costeffective than their counterparts
Campaigns like Surf Excel’s "do bucket paani roz bachana" show a turn in what the market demands. In India, the green building movement, spearheaded by the Confederation of Indian Industry (CII) - Godrej Green Business Centre, has gained tremendous impetus over the last few years. From 20,000 sq. ft. in 2003, India's green building footprint is now over 25 million sq. ft. The companies now need to adapt and come forward as green leaders if they wish to be global leaders. The impact of social responsibility cannot be downplayed. Global bank HSBC went Carbon Neutral last year, while companies like Coca-Cola have invested heavily in various recycling activities. Even Walt Disney World of Florida has an extensive waste management program and infrastructure in place. Green marketing may be an initially high investment, but over a long-term period, they prove to be more costeffective than their counterparts. Companies can form symbiotic relationships with other companies like that between thermal power plants and construction companies (the fly ash generated by thermal power plants is used 11 MARKSMAN
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COVER STORY
The definition of a green product may be different for different users and the only way to avoid this pitfall is transparency.
COVER STORY to manufacture fly ash bricks for construction purposes.) This not only acts as a waste management process but results in profit for the plant. One more added benefit is that employees themselves prefer to work for an environmentally sensitive company. They are happier to work for companies that are ready to take a level of responsibility. But for all the added benefit, there are certain pitfalls. Our friends at The Guardian do consider it false gospel after all. There are various challenges Green Marketing faces. Some of them are (1) Lack of standardization (2) Lack of understanding (3) Greenwashing. Due to a lack of standardization, marketers are unsure whether to trust if the product is green or not. And while they are ready to trust the manufacturers, it is thin ice and depends on understanding what exactly ‘green’ entails. The definition of a green product may be different for different users and the only way to avoid this pitfall is transparency. Greenwashing, on the other hand, stems due to a lack of standards and norms. Without the checks and balances, brands are sometimes tempted to mislead the customer regarding the environmental benefits of the products and services. As consumers become more conscious about the planet and limitedness of the resources, greenwashing has
become more prevalent. There are different ways greenwashing occurs. Marketers can focus on specific features and call the entire product green. Or change the packaging without changing anything else. Campbell’s Soup launched a green-coloured soup can on Earth day, without making any changes in the product.
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COVER STORY
COVER STORY
While there are many companies practicing greenwashing, the outlook is not that bleak. Many companies do more good for the planet without capitalizing on the green factor. Companies like Xerox and eBay are pioneers in recycling and reusing a product without trying to be green leaders. We still have to answer the question - Is ‘Green Marketing’ the answer? I believe that the benefits far outweigh the risk it poses. Although we still need to improvise, introduce more standardization and checks, educate the consumers against greenwashing, it’s still a worthy pursuit. Green Marketing is the need of the hour, not only because of highbrow reasons like Global Warming but because of the customer, the true God, demands it. Brands are aiming for verdant because it’s a survival strategy. With companies like Climeworks and Global Thermostats working towards negative emission, the regular everyday brands have to catch up to their zero-emission goals. So, will Green Marketing be our salvation? Only time will tell, but rest assured, it’s here to stay.
Green Marketing is the need of the hour, not only because of highbrow reasons like Global Warming but because of the customer, the true God, demands it.
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SPECIAL STORY -SOHIT UDUPI
TETRA PAK Not all heroes wear capes Food in India travels vast distances; from the farm to the factories, and finally to the consumer. Thus, to prevent spoilage is no mean feat.That is the journey Tetra Pak is helping food and beverage brands make.
Every year, tonnes of perishable food get spoilt in India. From supply chain inefficiencies to unfriendly weather conditions, an alarmingly large quantity of food is rendered uneatable before it reaches the consumer. Needless to say, in a country fighting with food security demons, hunger and malnutrition, preventing food wastage is a serious business. For 30 years now, Tetra Pak has been engineering innovations to make food safe and available everywhere. If anytime in the past three decades, you have enjoyed a carton of unspoiled milk or a pack of tender coconut water, all year round and literally anywhere, chances are Tetra Pak was behind that experience.
Food in India travels vast distances; from the farm to the factories, and finally to the consumer. Thus, to prevent spoilage is no mean feat. That is the journey Tetra Pak is helping food and beverage brands make. Starting off in Takwe near Pune in 1997, to their ultramodern facility at Chakan, Pune, Tetra Pak has catered to and innovated for a fast-changing market. The Chakan factory was named the best performing factory in 2015 among 37 Tetra Pak factories worldwide. It is also an Indian Green Building Council certified facility that has Platinum status – the only Tetra Pak site in the world to be conferred so. The factory is all set to achieve the World Class Manufacturing certification, the highest accolade, in the next few years. 14
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For over 30 years in India, Tetra Pak has partnered with some of the biggest Food and Beverage companies in the country including Amul, Coca-Cola, Dabur, Karnataka Milk Federation, Parle Agro, PepsiCo and United Spirits (Diageo). One wouldn’t be exaggerating if he said that it has transformed the way India buys, stores and consumes food. In 2016, Tetra Pak delivered the equivalent of around 7 billion packs in India and plans to sell 8 billion packs in 2017. The company delivered around 188 billion packs worldwide last year.
In 2016,Tetra Pak delivered the equivalent of around 7 billion packs in India and plans to sell 8 billion packs in 2017.The company delivered around 188 billion packs worldwide last year.
Keeping up with change Tetra Pak’s contribution to the packaging industry has been much beyond common perceptions of its role. Tetra Pak has pioneered to become an end-to-end solutions provider; like its 6-layered guarantee of food safety. From ideation/product formulations to processing, packaging, technical services and marketing services, it is a one-stop behemoth. Starting with the evergreen Frooti in the 1980’s and 90s, to modern-day favourites like Paperboat, catering nostalgia to millennials, Tetra Pak has ensured food and beverages remain fresh without the need for added preservatives. In a country like India, where retail outlets and homes not being equipped with facilities for refrigeration, it has been a real game changer.
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SPECIAL STORY Frugal innovation and the revolution of affordability A global leader in sustainable food packaging, the Swedish company is synonymous with the idea of innovation. Tetra Pak has managed to combine aseptic processing and ultra-high-temperature processing (UHT) systems that allow perishable goods to be shipped long distances without refrigeration. It ensures that packaged drinks have longevity and better shelf life without the need for preservatives. The cartons that Tetra Pak make are not just lighter than glass or metal, they can also be efficiently stacked and they take up much less space. For a country like India innovations such as these not just reduce costs, but are helping increase distribution to far-flung areas. And without efficient packaging, these areas probably wouldn’t have access to a lot of products.
One of the founding principles of the Tetra Pak business is reducing food waste.
Protecting what’s good To really appreciate the significance of the work that Tetra Pak does, it is important to understand the problem of food safety. The UN says that about a third of the food produced for human consumption is wasted or lost. This amount to about 1.3 billion tonnes of food each year is wasted. For a world grappling with hunger and malnutrition, that is mammoth wastage and demands immediate attention. One of the founding principles of the Tetra Pak business is reducing food waste. More than 5 decades ago, it pioneered the development of aseptic technology, enabling liquid food products to be aseptically processed, packed, distributed and stored at room temperature, with a typical shelf life of six to 12 months. Going forward, the importance of Tetra Pak is bound to magnify in the future as well. It is estimated that by 2050, world population will balloon 33 percent to about 10 billion people. 16
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SPECIAL STORY The pressure on food resources will be immense, demand will double and products will have to be sourced globally. Food might need to travel long distances to reach the consumer. Food safety will become even more non-negotiable. And all these considerations imply that the need for aseptic packaging will increase manifold. Protecting futures As the conversation on sustainability and recyclability gathers steam, the company has both ideas on top of their agenda. Tetra Pak cartons are leading the path to a sustainable future, much before the legislation came into play and before sustainability became a ‘buzzword’. Tetra Pak cartons are fully recyclable as they are primarily paperbased. And the company has invested ahead of the curve in setting up a robust ecosystem for the recycling of their cartons. Working with waste-pickers, NGO collection partners, and recyclers, Tetra Pak truly believes in the policy “waste is wealth”. If this is not enough motivation for you, please remember that the recycled cartons are used to make lots of useful items like school desks, notepads, exam pads, and roofing sheets and much more for lesser privileged schools that lack the basic infrastructure. After celebrating 30 years in India, Tetra Pak has constantly been innovating to meet its customers’ needs for today and tomorrow. Over the course of its 3 decades in India, the brand has consistently changed the face of the Indian market since its entry in 1987, and it continues to do even today.
Tetra Pak cartons are leading the path to a sustainable future, much before the legislation came into play and before sustainability became a ‘buzzword’.
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PIONEER JEFF BEZOS
-SURAJ CHOUDHARY
Jeff Bezos is lauded by Warren Buffet as the Best CEO in the United States for his unmatched creativity and business acumen. Born on January 12, 1964 Bezos had a love for computers since his childhood, thereby pursuing Computer Science course from Princeton University. He started his career with the banking Jeff opened an firm, Fitel, Bankers Trust and later joined DE Shaw where he online became the youngest Vice President at the age of 28. bookstore, Despite a lucrative career in finance, Bezos realized the rapid Amazon.com, growth in internet use and he quit his job and started working named after on software. After Beta testing the site with 300 of his friends, the South he opened an online bookstore, Amazon.com, named after the American South American river Amazon on 16th of July 1995. Amazon.com river Amazon was a huge success and sold books across the US and 45 th on 16 of July countries in less than a month. The company went public in 1997 1995. and the IPO raised $54 million, giving the company the market value of $438 million. Bezos tapped the opportunity and continued to diversify the products which included CDs and video tapes in 1998 and later clothes, toys and electronics through partnerships. The massive growth of Amazon flourished with yearly sales shooting from a mere $ 510,000 in 1995 to $ 17 billion in 2011. From starting as a
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PIONEER
book seller to diversifying into every product category available, Amazon ended up disrupting established retail giants such as Wal Mart Stores Inc. This justifies Bezos’s sharp business acumen. Jeff Bezos was named Time magazine’s Jeff is sensitive person of the year in 1999. He acquired Washington Post, towards his the seventh largest daily in the US as his personal investment employees and in 2013. believes in their Bezos possesses the big five qualities to be a successful growth, business leader namely Extraversion, Emotional Stability, encourages Conscientiousness, Agreeableness and Openness to feedbacks along Experience. He is charismatic and has a powerful image in with taking the business world. He is sensitive towards his employees customer’s and believes in their growth, encourages feedbacks along feedbacks for with taking customer’s feedbacks for regular improvement. regular He is optimistic and it reflects with the expansion of Amazon improvement. during the dot com crisis. He is passionate and strongly promotes innovation. He secretly founded Blue Origin- a human spaceflight startup as a result of fascination with space travel. He established Bezos Family Foundation, aimed at supporting educational issues worldwide. The core values of Amazon are Quality, Profit and Growth. The strategy of Amazon is to be the most customer centric company in the world, and a One Stop Shop to buy any product online. Bezos believes responsiveness is the key to sustain in the business, to put in his words‘It’s all about capturing the Trend’. 19 MARKSMAN
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Hall-MARK CAMPAIGN -TEJAS RANE
The Kumbh Mela is the worlds largest congregation of pilgrims which takes place in India once in every three years in one of the four destinations namely Allahabad, Ujjain, Nashik, and Haridwar.
What makes a campaign successful? Some might say that a campaign which differentiates its product from the rest stands out. While some might say that a campaign which goes with the trends will win the customers’ hearts. Well, we will leave this to the pedants to ponder, but as far as HUL is concerned, it was awareness that it went after in its Lifebuoy campaign in the 2013 Kumbh Mela which was a massive success. The Kumbh Mela is the world’s largest congregation of pilgrims which takes place in India once in every three years in one of the four destinations namely Allahabad, Ujjain, Nashik, and Haridwar. In the 2013 Mela, there were around 120 million people out of which around 2 million were expected to have the food which was being served. Lifebuoy has been HUL’s product which has had the sole aim of promoting hygiene by spreading the message of washing hands before having food. HUL in this campaign decided to build on it.
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Hall-MARK CAMPAIGN
It tied up with Ogilvy-the advertising agency to come up with an idea of spreading this awareness of hygiene among the people attending the Mela. Kumbh Mela has had the problem of maintaining hygiene as many people are involved in making food, there is a high chance that the germs get transmitted through their hands. So HUL tied up with about 100 food vendors in the vicinity to put the heat stamp on the rotis. ‘Did you wash your hands with Lifebuoy?” was stamped on the rotis in Hindi. It also distributed free Lifebuoy soaps to the pilgrims. This was done for thirty days. What this created was a good impression about HUL’s Lifebuoy and its message of having clean hands before having food had a deep impact on the minds of the people. The number of people it could reach through this was immense and as a result caught media’s attention.This eventually led to a great increase in the sales of Lifebuoy and is therefore considered to be one of the most successful campaigns HUL has had over the years.
Kumbh Mela has had the problem of maintaining hygiene as many people are involved in making food, there is a high chance that the germs get transmitted through their hands.
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BRAND MARKIVE -JHALAK JAIN
In order to be irreplaceable, one must always be different: Coco Chanel Perhaps, no other brand is as adept as Chanel. It is one of the most distinguished fashion brands in the world. Its logo is itself recognized as class and many people just dream of owning it. It’s not a brand for everyone; it’s only for the true fashion admirers. “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street; fashion has to do with ideas, the way we live, what is happening.” - Coco Chanel The story of Chanel dates back to 1883 when she was born as an orphan and was raised by nuns who taught her to sew- a skill that led her to the fame she eventually acquired. In 1913 she opened her first boutique where she initiated by designing practical sportswear, and much of the clothing was made of jersey fabric, which was totally new in terms of women’s fashion at that time. Later, she introduced her jewelry designs too, to compliment her clothing line. Chanel moved her fashion house to 31, Rue Cambon in Paris in around 1919, which is still the headquarters of the company today. Chanel’s masterful designs and strive for perfection brought her brand to such The story of Chanel dates back to 1883 when she was born as an orphan and was raised by nuns who taught her to sew- a skill that led her to the fame she eventually acquired.
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BRAND MARKIVE
stardom. Chanel is especially famous for signature skirt suits, Karl cardigan jackets, peculiar perfume fragrances and “the little black Lagerfeld dress”. Chanel’s designs have been a timeless affair and did not has been change much from generation to generation. making After Coco’s death in 1971, Karl Lagerfeld took over as the chief visible designer. Lagerfeld has been making visible effort in terms of effort in expansion and better future for the brand by “changing nothing and terms of everything” expansion Chanel has a fascinating story of making a mark by abstaining itself and better from any form of online sales and E-commerce engagements, so as future for not to spoil the image of the brand. But at the same time, Chanel the brand has laddered the social media like no other brand at par with it. by Chanel regularly posts videos and gets more than 300 million views “changing on various social media, more than any other leading brand. The nothing and content is converting more viewers into a faithful audience. Chanel everything” posts perpetually and rigorously. This market leader has mastered the art of crafting content, customized for each platform. Despite being a century old brand, Chanel has moved with the pace of changing cultures and time. Being contemporary and classic in designs, yet being progressive and voguish in terms of marketing strategies, Chanel has displayed an ingenuousness which has come from years of dedication and yearning for perfection. 23 MARKSMAN
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BOOKWORM -SHRUTHI S
Small Data: The Tiny Clues that Uncover Huge Trends by Martin Lindstrom Today, as marketers, our focus has been to forage into endless streams of big data using the sharp tools of algorithms and analytics and arrive at strategies with a smug selfsatisfaction of having touched the maximum crowd. Yet, in spite of this, we miss out on those hidden clues that could actually lead to better products and services. ‘Small Data: The Tiny Clues that Uncover Huge Trends by Martin Lindstrom’, offers an interesting perspective on data, chronicling the author’s observations of consumer behaviour from his travels and trails across the world. The book leaves us with an inquisitive and keen mind, making us ask questions we thought were insignificant and usually took for granted.
As Martin Lindstrom goes hunting for precious tiny clues in peoples’ drawers, walls, kitchens and bedrooms, we discover the secret needs, desires and ambitions of consumers from Saudi Arabia to Russia, that are blended with their cultures. The book leaves us with an inquisitive and
keen mind, making us ask questions we thought were insignificant and usually took for granted. The book desires and ambitions of consumers from Saudi Arabia to Russia, that are blended with their cultures.
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KICKSTART -ASHIK KURIAN We live in a world where messaging has become a routine job and there’s not even a single day on which we don’t check our phone for new messages Earlier it used to be the normal SMS that we used to send from our phone but after the advent of low cost data packs Social media messaging apps like WhatsApp, Hike, Hangouts started getting popular and became a habit in our life. However, after everybody started using it, the number of messages a normal person gets daily increased staggeringly due to which important messages from colleagues and family get glossed over. This is where a tool like FLOCK comes into picture. Flock is a collaborative messaging tool which was built targeting the corporate community to fundamentally change the way they communicated. It was founded by tech entrepreneur Bhavin Turakhia in 2014 after successful stints with companies like Big Rock, Logic Boxes, Reseller Club, and Webhosting.info. Some of the features unique to this platform are creating multiple teams, creating channels for each project, polling and Flock OS and custom app development. However its most unique feature is that it is multilingual, which makes it global.
This application has become a blessing, especially to the corporations and individuals looking to lose weight and get fit.
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A personal fitness coach and nutrition expert who tracks our everyday lifestyle pattern is now in our pocket’s reach! Even though messaging tools like Slack from Microsoft hold a monopoly in the corporate market, Flock found its success in their undeniable simplicity and competitive pricing strategy. Mr Bhavin saw an opportunity in the market when he realized that there was no change in the communication stream used in business and email still remained as the most used mode of communication. So he used real time tools to build chat applications that would help the business executives communicate among themselves without any delays. Flock has become one of the best successful start-ups in India and is giving Slack a tough competition
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FEATURED ARTICLE -
Kaushal Sahakari IIM Shillong
Newsjacking: Brilliant Marketing Opportunity? There was once a time when people would read the news, take their time to absorb it and then react accordingly. Markets would take time to respond and tweak their products to be of compliance and guidance with the phenomenon that might have occurred weeks back. News and information were considered a safe category. Something which could not be tampered with at any cost. Then one day the world changed when a company on our national soil decided to break free from the clutter of marketing and advertising. Why not take advantage of the news? Let’s try something different. Something no one has ever done, something which will create a revolution. That something did create a revolution. Today it is rage and only one company deserves all the credit for the beautiful success of this and that is our very own national dairy brand Amul. They have mastered the concept of Newsjacking. Newsjacking? The name has been fairly Social new to the marketing Media industry but it is as Marketing simple as the name comes at implies. When an event low cost, that has happened in exposes the country or globally brands to a is used to link it to a humongous brand, then it is user base, newsjacking. Most of enables to the time it is done in a track RoI, mocking way. To etc. explain it in simple terms consider a Paytm’s ad in leading national newspaper on 9th November recent example of 2016 newsjacking in the Indian context: 8th November 2016, our honorable Prime Minister Sri Narendra Modi shocks the nation by calling back all the notes in the denominations of ₹500 and ₹1000. The old notes stand discarded and it was urged by Mr. Modi to go to a bank and deposit the notes as soon as possible. The crux is not the move by Mr. Modi, but the splendid way in which Paytm used this opportunity to make its app be downloaded on million mobile devices in the nation. Their app downloads saw a rise of 300% and they started making ₹120 crores per day.After demonetization, electronic 27 MARKSMAN
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Experiments by brands in the past have shown different ways in which Livestream marketing could be used.
payment would come in handy and what better way would there have been to make people use their app than by giving a full-page advertisement in all the leading newspapers of the country. In a swoop, they achieved their targets months prior to their deadline. All the retailers started having ‘Paytm Accepted Here’ stickers. In one go Paytm had become omnipresent. Amul, as discussed before has mastered this concept of newsjacking. The fan following of Amul’s newsjacking is so high that people look forward to next day’s newspapers to catch up on Amul’s take on a recent event that has rocked the nation or the world. Some examples of Amul’s newsjacking include:
Amul’s tribute to Mr. Arvind Kejriwal’s clean sweep over Legislative elections in Delhi
Amul’s take on Mr. Modi’s monthly Mann-Ki-Baat initiative
Amul’s tribute to Mr. Sachin Tendulkar retiring
Amul’s take on Mr. Sundar Pichai became the CEO of Google
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Popular This strategy of Amul has always worked in their favor. The brand brand recall is always an all-time high. Butter in India is Amul. It is the influencers market leader in its segment and with news always being can go live to generated,Amul will always be there to high jack it. educate Some other instances of newsjacking are: Oreo taking advantage of a consumers black-out which happened about the during the Super Bowl product, a 2013. Their sheer brilliance function is depicted by the post otherwise they made through their served by Twitter handle. Brands pay trainingmillions for a 40-second manuals. commercial during the Exclusive super bowl. Oreo just promotional trumped all of them with offers could newsjacking. be provided When news started via this surfacing that Apple’s mode. iPhone 6 is bending in pockets, people starting mocking and trolling Apple but two brands took full advantage of the flowing current was LG and Kit-Kat. They did the worst damage to iPhone and they did benefit, in millions for sure. Luis Suarez was caught on camera biting an Italian player on the field and how does Snickers respond to this, through newsjacking. Norwegian Airline's newsjacking Brad Pitt and Angelina Jolie’s separation.
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It instils a sense of belonging in the viewer – which the company is putting in time and efforts to show that it cares for you!
The companies which have successfully mocked the news have taken full advantage of newsjacking. Brands today are reading the news every second and watching it closely to come out with a newsjacking concept which will help them make millions in a fortnight. Newsjacking is in and people are loving it. People want fun and support brands which bend and break the rules. They see themselves mocking the system and thus become associated with a brand that is mocking some event. But, newsjacking is not always safe. It is a double-edged sword. Hold it incorrectly and it will come to bite a brand back as has been the case with Lenskart and Gap. Lenskart did terribly wrong with the earthquake that rocked Nepal in April 2015 and Gap did mess up the audiences when they wanted to news jack but referring to hurricane Sandy that shook the United States of America in 2012. Both the brands had to apologize and face criticism from the media. No one likes an extra smart brand. They did create a chaos for themselves but recovered slowly. While newsjacking is a brilliant concept for marketers to take advantage of the trends, it can work otherwise too but the chances of the brand kicking-off are higher than it loses. If one brand won’t the other definitely will. Marketers have to be always on the toes to link their brand to the latest news. Newsjacking is surely the next big marketing opportunity.
Newsjacking gone wrong for Lenskart and GAP
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FEATURED ARTICLE -Mayank Mishra, Petroleum Management IMPACT OF ARTIFICIAL INTELLIGENCE ON MARKETING Machines are coming!!!This can be said because today we are kind of surrounded by machines. And the time is coming when the machine can be more than a machine for us. This change is not only for ordinary laymen for their day-to-day activities but also for a marketer. As artificial intelligence turns out to be increasingly inculcated in marketing, concerns have emerged about what AI may mean for the business. Phobia of becoming a laggard due to the ingraining of AI in the marketing is in the top of the mind of some marketer and this is the reason they hesitant to fully embrace the capabilities of the aforementioned. In fact, a recent survey conducted by social media analytics platform Sysomos along with The Drum found that only 37% of marketers are actively investigating potential use cases.
In order to deliver quality experience to the customer you need to have quality information about the customer, and I don’t mean data here, every XYZ company has data, you need analytics to derive insights out of it.
A Quick Intro to 'Artificial Intelligence' and 'Machine-Learning' "Artificial intelligence" is a broad term used roughly to describe any task performed by a computer that would normally require human intelligence. This umbrella term covers everything from chessplaying computer programs to Siri to spam filters. "Machine-learning" is the science of getting computers to learn and improve their learning over time in autonomous fashion, by feeding them data and information in the form of observations and improve their learning over time in autonomous fashion, by feeding them data and information in the form of observations and real-world interactions. Most of the recent buzz about artificial intelligence is due to the incredible breakthroughs in machine-learning, roughly starting with the famous Image Net image recognition competition in 2012. That year, the University of 31 MARKSMAN
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FEATURED ARTICLE Toronto's Geoff Hinton (now also employed at Google, for good reason) and his team outperformed all preprogrammed "machine vision systems" with a simple machinelearning approach that enabled a computer to recognize images nearly as well as human beings. Few of the following are the advantages for marketers by the advent of AI Past substance curation and support, machine learning can likewise significantly enhance odds of substance revelation by utilizing prescient knowledge to interface with shoppers along their special adventures.
AI for Content marketing AI is now helping content marketing by narrowing the hole in content revelation. Consider that in 2016, just 30% of B2B advertisers answered to the Content Marketing Institute that they viewed their associations as powerful at content showcasing. This implies we have incredible lengths to go regarding making content that is both noteworthy and proficient. By utilizing machine gaining from the earliest starting point of substance creation, advertisers can radically expand the chances of that substance being found and followed up on by the correct groups of onlookers. This can be accomplished through various procedures, including gaining by nearby request, gauging theme opportunity measuring and deciding buyer aim. BrightEdge Content, which we've worked with previously, is one such arrangement that inclines vigorously on AI to enable substance advertisers to create qualities of best contending content while giving constant suggestions for enhancing content execution. Past substance curation and support, machine learning can likewise significantly enhance odds of substance revelation by utilizing prescient knowledge to interface with shoppers along their special adventures. Organizations like Salesforce are outfitting this sort of innovation to foresee what kind of substance is well on the way to be valuable and drew in with for singular purchasers.
Shrewd Search Businesses hoping to remain focused need to figure out how to incorporate computerized reasoning into their promoting effort, or they will hazard being deserted. Advanced shoppers of 2017 can search out and discover data more rapidly and productively than previously, while brands are consistently searching for approaches to introduce their informing seriously to people on a 1:1 premise. 32 MARKSMAN
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FEATURED ARTICLE Hunt monster Google is utilizing AI, called Rank Cerebrum, in a "vast portion" of questions which already were unrecognizable. Since Rank Mind will enhance indexed lists by giving searchers better solutions to their inquiries, advertisers can exploit Rank Cerebrum by delivering higher quality substance adapted towards voice seek. Prescient knowledge to interface with shoppers along their interesting adventures. Organizations like Salesforce are saddling this kind of innovation to anticipate what sort of substance is well on the way to be helpful and drawn in with for singular shoppers.
Marketers are utilizing AI to reinforce their crusades and help comprehend and explain the necessities of every client in every circumstance.
Shrewd Sentiment There isn't a way that even the most gifted groups of marketers can deal with everything clients are discussing on web journals and web-based social networking, particularly with the developing rundown of stages accessible. AI enables advertisers to investigate exactly what their objective clients are considering and how they feel about the brand. It enables advertisers to act in a more humane way. Marketing is about incorporation – attempting to remain in the client's shoes. At the point when the quantity of shoes is exponentially developing, similar to the quantity of discussions over the web day by day, it's practically unthinkable for brands to scale to address the issue. Facebook is utilizing profound learning innovation to better distinguish human countenances, and with their Deep Text program, Facebook is cracking the code of computers understanding the nuances of language. For marketers, this means more accurate segmentation and targeting for ads. Regardless of whether we are set up to grasp this evolving scene; AI will be a major piece of advertising starting now and into the foreseeable future. Marketers are utilizing AI to reinforce their crusades and help comprehend and explain the necessities of every client in every circumstance. Marketers should grasp the huge number of advantages it can give and look to inventive approaches to enable this innovation to work to their and their clients' preference. These are some of the baby steps towards the artificial intelligence by marketers, but the future is much beyond the expectation!! 33 MARKSMAN
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SQUARE HEAD SQUARE HEAD -VIDHI MEHTA
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BUZZ -ABHA SHAH
ACROSS
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”Awesome Assam”, Assam tourism initiative features this Bollywood star First Instagram post featured this animal. Intel recently acquired this Israeli tech company
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Twitter’s bird logo is named after. This state government launched the SheMeansBusiness campaign on Facebook ”The consumer is not a moron. She is your wife” was said by This Olympic silver medallist is Bridgestone India’s first brand ambassador This American author is named winner of the 2017 Man Booker Prize for Fiction. This legendary character’s 37th book comic book launched recently
ACROSS: 1. Priyanka Chopra 2. Dog 3. Mobileye DOWN: Larry Bird 2. Odisha 3. John Ogilvy 4. P V Sindhu 5. George Saunders 6. Astrix
ANSWERS
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CALL FOR ARTICLES NOVEMBER 2017 Articles can be sent on any one of the following topics*:
1. Ethics in Marketing Research 2.Timing is Everything in Online Marketing *Please ensure that there is no plagiarism and all references are clearly mentioned.
1. One article can have only one author. 2. Your article should be approximately 800-850 words and MUST be replete with relevant pictures that can be used to enhance the article. 3. Font Type: Gill Sans MT 4. Font Size: 14. 5. Send your article in .doc/.docx format to marksman.simsr@somaiya.edu 6. Subtitle line:Your name_Institute Name_Course Year 7. Kindly name your file as : Your name_Topic The best adjudged article will be given a Winner’s Certificate. The First Prize Winners will be awarded Rs 500 Cash Prize.
Deadline for the submission of article : 20th November, 2017
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