The Marksman Summer 2019 Edition by The Marksman

Dear Readers,

It gives us immense pleasure to present before you the Summer 2019 Edition of our glorious magazine, The Marksman. We have put together a compendium of interesting articles that would help broaden your perspectives on marketing. We have, in this issue, our team members sharing their internship experiences at some of the renowned organisations. They have put together their internship journey of 2 months in a nutshell and we have tried our best to provide the best of the descriptions to you. For this edition, our cover story is, “Niche Marketing”. The key to branding, especially for smaller businesses is to focus on a limited number of issue areas and develop a grab on the profitability there. Niche Marketing has become an imperative source for brands to communicate with their legit audience.

Hearty congratulations to the winner of this month’s Call for Articles, Dhrubajyoti Das, whose article has been featured in this issue. We are overwhelmed by the response that we have received from all of you and encourage you to write to us with the same enthusiasm. We would also like to hear back from our esteemed readers on how you found our March 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.

SUMMER EDITION

INDEX Tweets

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

Marketing Faux Pas

Cover Story

Pioneer

Special Story

Brand Markive

Bookworm

Hall-Mark Campaign

Kickstart

Featured Article

Internship Diaries

Squarehead

TWEETS TWEETS Dove against cyberbullying .

-IMRAN SHAIKH

The Twitter ads were carefully targeted to reach users already talking about beauty and film awards.

There’s a ton of negative content on Twitter and a lot of the negative tweets regard body image. Dove, a cosmetics company, decided to launch a Twitter marketing campaign to tackle this problem. The campaign launched on Oscars night, an event focusing not only on films, but also hugely on beauty and appearances. Dove analysed the sentiment around social mentions and showed the most popular positive and negative words during Oscars. The Twitter ads were carefully targeted to reach users already talking about beauty and film awards. Dove sparked a conversation around a controversial topic and succeeded. The number of negative tweets about body image went down from 5.3 million to 3.4 million – a decrease of 34%. It’s not only that women posted fewer negative tweets. They focus more on positive aspects of their bodies – the number of positive tweets rose by 69%.

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TWEETS

TWEETS NIKE

Nike’s #breaking2 event was the biggest live streaming event on Twitter to date, with more than 13 million viewers.

Nike built a global audience for one online event. Considering the fact that people from different time zones took part in the event, that’s pretty impressive result. The first problem was to remind people about the run at the right moment. The sports giant implemented a very simple technique – the only thing a user had to do was to like or retweet a message to opt in and receive a notification once the event was about to start. The key to success was providing all users with a high-quality video streaming. Nike’s #breaking2 event was the biggest live streaming event on Twitter to date, with more than 13 million viewers. The hashtag #breaking2 generated almost 85 000 mentions on social media between May 6th – 8th.

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ITâ&#x20AC;&#x2122;S ALL ABOUT AD-TITUDE -SHAIVEE SHEKHAR

TWITTER : #WETWEET Twitter announced on Tuesday that it has come out with its first ever consumer marketing campaign in India, called the #WeTweet . This campaign was visualised by Leo Burnett India. The commercial around the #WeTweet campaign is set around a group of young Indians as they trace the story of a fictional #NoShowerDay movement on the platform, and ends with a tribute to all the real movements that took place in India and on Twitter marked by hashtags like #KeralaFloods and the conversations which have sparked about Delhiâ&#x20AC;&#x2122;s poor quality reflected in the hashtag #Breathe. Twitter said that this was a 360 campaign which includes online and TV ad films, digital, OOH as well as activations in college (interactive screens) and this will span 6-8 weeks in India with more focus on Mumbai, Delhi and Bangalore. Through #WeTweet they want to emphasise how young people across the country can use Twitter to have their collective voice make a transformative impact on our society.

Through #WeTweet they want to emphasise how young people across the country can use Twitter to have their collective voice make a transformative impact on our society.

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ITâ&#x20AC;&#x2122;S ALL ABOUT AD-ITUDE

PRINT AD VEENâ&#x20AC;&#x2122; claims its water sources happen to be among the purest waters and environments on the planet, places pristine, and untouched and unpolluted by humans. Therefore its only natural that we support the cause of man-made pollution. Hence they conceptualized an ad campaign to spread awareness about the dangers of plastic bottles and their improper disposals and their negative impacts on the environment.. They looked into the ill effects of improper waste disposal and found oceans bore the worst brunt of it. Marine life is detrimentally affected by plastic waste, often getting entangled,, or worse- choking to death or drowning.

They took their favourite sea creatures and placed them in a world of plastic. Visually it is the ocean and its marine life, caught up and entangled, choked in their entirety.

They took their favourite sea creatures and placed them in a world of plastic. Visually it is the ocean and its marine life, caught up and entangled, choked in their entirety. The copy intends to provoke using an extremely direct approach, aiming to have a high impact, to invoke the feeling of guilt, ending in an extremely straightforward message. 4 MARKSMAN

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FAUX PAS -SASHA SHRIMANKER

Dove : Facebook Backfire

Racism has always been somethin g that brands need to tread upon carefully.

Racism has always been something that brands need to tread upon carefully. But in 2017, Dove clearly missed the mark of portraying their message of celebrating women of color thoughtfully in a Facebook ad. The advertisement in question received a lot of criticism on their Facebook and Twitter pages. Some called the ad as a racist and offensive one. In fact, a few users even took to Twitter by using the hashtag #boycottdove. One of the users felt that the producers were trying to indicate that using Dove would cleanse the dirty into white. The ad was a 3-second GIF featuring 3 women wearing different shades of tshirts. The transition showed a black woman removing her t-shirt to reveal a white woman in a lighter colored t-shirt and the white woman removing her tshirt to reveal a third woman apparently Asian wearing a t-shirt matching her skin tone. Unearthing the lighter shade from the dark was what led to the ad being backfired. 5 MARKSMAN

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FAUX PAS

American makeup artist Naomi Leann Blake first shared the screenshot which went viral. The Anglo-Dutch company Unilever, which owns Dove removed the ad, followed by an apology on their Facebook page. They wrote, “Dove is committed to representing the beauty of diversity. In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused.” But, this is not the first time that Dove faced a severe backlash from people. In 2011, they came up with an ad which featured three women in a line, with the background reading ‘before’ and ‘after’. As you guessed, it featured a black woman standing in the section reading ‘before’ and a lighter colored woman in the ‘after’ section.

“We missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused.”

The presence of a racial factor can change the entire concept of the advertisement, even though the intention is different. And to commit the same mistake again, would not be considered as a mistake anymore. With this case, the saying that, “people learn from their mistakes” doesn’t seem to apply to Dove. MARKSMAN

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COVER STORY NICHE MARKETING

- Alisha Singhvi

In today’s world of fast driven audience, the key for the marketers to align with their customer’s aspirations and meet their expectations is a big challenge. The usage of digital strategy has become an essence for any plan to give productive results. But, differentiating one’s brand from fierce completion can efficiently be done through niche marketing. Niche marketing is the practice wherein the marketers target a narrow audience with some specific wants, needs or personalities. “In today’s marketing climate, niche marketing reigns has become a practical necessity for all new businesses.” It simply means that the scope of interaction with these prime prospects becomes much more personal, catering specifically to their needs.

In today’s marketing climate, niche marketing reigns has become a practical necessity for all new businesses.

Once the marketer identifies a niche market, targeting prospective clients outside of the current customer base becomes much more precise, because now, the marketer knows exactly who the perfect customer for his product or service is. HOW IS IT DONE?

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COVER STORY

Niche marketing is thus defined as the practice of concentrati ng all the marketing efforts on a small but specific and welldefined segment of the population.

COVER STORY Niche marketing in laymanâ&#x20AC;&#x2122;s language is segmentation of the market, the practice of dividing larger markets into smaller ones. This is done on the basis of certain common characteristics of the individuals within the larger market. This simply enables the brands create customized marketing campaigns personalized to each identified market segment. Basically, nice marketing differs from general marketing practices because it focuses on a specific subset of an overall audience, thus giving more productive results altogether. It also makes it easier to efficiently target a similar set of audience which is outside of the identified niche segment since, luring them now towards the brand becomes much easier for the marketer. Niche marketing is thus defined as the practice of concentrating all the marketing efforts on a small but specific and well-defined segment of the population. It enables brands to reach profitable customers in a more personalized way, thus, improving the conversion rates for the brands.

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COVER STORY

“Great stories don’t contradict themselves, Great stories spread because they’re true ”

Price

LUSH Unlike other cosmetics brands on the market, Lush advocates for ethical buying and purity of handmade products. It differentiates itself from competitors with eco-friendly packaging, organic ingredients, and refusal of animal testing. Rather than selling an image, LUSH found its niche by selling a viewpoint on how they define beauty. LUSH’s core values of honesty and positivity have allowed it to build a loyal following. LUSH is also famous for its clever and quirky copywriting, with product descriptions as a huge focus of the brand’s online shop. The brand uses influencer marketing and partners with YouTube stars to promote its products, and it has racked up an impressive number of organic mentions on social media as well. In addition, LUSH prioritizes relationships with customers and features user generated content on its social media sites. Using hash tags like #lushtime, the brand encourages people to share their LUSH experiences on social media.

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COVER STORY

Targeting a specific niche and speaking directly to them allows marketers to create content that comes across as more relevant, and therefore more sincere and authentic

THE DRIVING FACTORS Sheer competition. Targeting a narrower niche immediately alleviates you of some of that competition. Take SEO as an example here; there are millions of businesses competing for the top spot in search results for general terms like “marketing firm,” but far fewer going after specific phrases like “marketing firms for personal injury lawyers.”

Visibility opportunities The internet has opened up worlds of possibility for marketers; there are more visibility opportunities than ever before. This allows one to utilize highly targeted channels, appealing only to a specific demographic segment. These possibilities weren’t as plentiful or as accessible a few decades ago. Data availability Marketers also have access to far more consumer data than ever before, thanks to the big data revolution. With more information on demographic trends, preferences, and habits, marketers can more effectively target a narrow segment of the population and craft more relevant messaging for them. . MARKSMAN

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COVER STORY

COVER STORY Authenticity and relevance Consumer trust for brands and major corporations is near an all-time low. People don’t trust advertising messages or PR from brands because they know there’s an ulterior motive in play; brands want to make money. But targeting a specific niche and speaking directly to them allows marketers to create content that comes across as more relevant, and therefore more sincere and authentic DRYBAR Drybar carved a niche in a hot market by providing affordable, high-quality blowouts — when a client’s hair is washed and blow-dried into a style without being cut or colored. Unlike traditional hair salons, Drybar is set up like a bar where you can watch a movie and relax while getting a blowout named after a cocktail .

Unlike traditional hair salons, Drybar is set up like a bar where you can watch a movie and relax while getting a blowout named after a cocktail .

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COVER STORY

COVER STORY Drybar uses creative content and social media to interact with clients, hear their stories.

Drybar uses creative content and social media to interact with clients, hear their stories, and enhance the overall Drybar experience. In order to make every experience positive, Drybar responds to every tweet, Facebook post, and Yelp review.

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PIONEER -ALVIRA SYED

Mark Cuban One of the featured sharks of ABC’s hit show, the Shark Tank, Mark Cuban is an American Businessman and an investor. Mark is an innate businessman and started his first computer consulting company MicroSolutions which was an early propounder of technologies like Carbon Copy and Lotus Notes. In 1990, Mark sold his company to Compuserve, a commercial online service provider, making a profit of $2 million. Mark had a keen interest in basketball which led him in building another company called Broadcast.com in 1995, which used to stream audio on the internet for the Hoosier Basketball games which he was not able to listen to earlier. Afterwards in 1999, Yahoo acquired Broadcast.com (then called Audionet) for 5.7 billion in Yahoo stock.

Mark had a keen interest in basketball which led him in building another company called Broadcast.co m in 1995.

Mark’s love for basketball was observed again when he acquired Dallas Mavericks in 2000. Dallas Mavericks became NBA World Champions in 2011 and are also listed in Forbes’ most valuable franchise in sports. .

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PIONEER

Apart from this, Mark has also written an ebook called ‘How to Win at the Sport of Business’.

Mark is also the cofounder of AXS TV, in partnership with Anschutz Entertainment Group, Ryan Seacrest Media, Creative Artists Agency (CAA) and CBS. The USP of AXS TV was that it was the first HD Satellite television network. Mark has invested in many deals in The Shark Tank. He has invested in more than eighty deals across 111 Shark Tank episodes. The investments total to around $19.9 million. Some of the deals include Rugged Maniac Obstacle Race, which turns a 5k run into an adventurous off-road race with around 25 obstacles and it also includes celebration or say an after party to enjoy the victory with other race maniacs; Bouquet Bar, which is a gifting website. It should also be noted that Mark Cuban was second richest of all sharks at $3.7 billion as of 2018 after Richard Branson. Current net worth of Mark is US $ 3.9 billion. Apart from this, Mark has also written an e-book called ‘How to Win at the Sport of Business’. In the book Mark shares his experiences as a businessman as well and his love for sports. Mark Cuban is also an active blogger and writes about various issues. In his blogs he mentions about how a person should start over if things are not going in the expected direction. He also suggests that if you want to stay ahead of your competition, you should anticipate problems. There could be several businesses that must be waiting to beat you.

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SPECIAL STORY -ASHAWATH SINGH RAINA

Person of Interest: AI Marketing trends Person of Interest:AI Marketing trends The use of Artificial Intelligence was once thought of as a marketing technology that only larger businesses could use, but today, now even smaller businesses can apply publicly available algorithms or off the shelf machine learning services to generate useful insights and create prediction models based on their customer’s behaviours. Gartner’s Hype Cycle for 2017 states Artificial Intelligence is still in the Innovation Trigger phase with 10 years or more before it reaches its plateau. However, we are noticing more and more businesses (larger and SMEs) adopting some form of artificial intelligence to help with marketing initiatives across the customer lifecycle. The relationship between AI and digital marketing During previous years, marketers were hesitant to apply artificial intelligence to their marketing strategies. But now, many successful brands have adopted it and use it within their marketing, with brands like Amazon and Spotify using AI systems successfully. For example, Amazon uses AI to show only relevant products to shoppers, based on previous searches, purchases and views. This can increase the likelihood that a shopper makes an initial purchase or becomes a repeat customer, with the personalized experience being highly sought after. AI as part of digital marketing is now a reality, offering a range of benefits and options. Let’s see how exactly we can use artificial intelligence in our digital marketing.

The use of Artificial Intelligence was once thought of as a marketing technology that only larger businesses could use, but today, now even smaller businesses can apply publicly available algorithms or off the shelf machine learning services to generate useful insights and create prediction models based on their customer’s behaviours.

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SPECIAL STORY

How AI is transforming digital marketing? With the ability to collect data, analyze it, apply it and then react to it, AI is revolutionizing digital marketing. As the amount of information on potential consumers grows, AI will become more important due to its ability to make data-based decisions quickly and accurately. Here are some ways AI is changing digital marketing: 1.Recognize and analyze Customer relationship management (CRM) refers to a business strategy that establishes a customer-centric approach to business by maximizing the collection of customer information and filtering valid information. When CRM, AI technology and big data technology are combined, they can maximize the collection of user information from different platforms, gain accurate insights for target customers and identify usersâ&#x20AC;&#x2122; needs so that companies can determine the most appropriate marketing strategy. The key is that any behavioral information will become the source of AI analysis. For example, the kinds of products someone buys, which pages they browse, which tools they use often, etc. 2.When AI combines with AR/VR When AI technology meets the new visual technologies such as AR and VR, it brings a new consumption experience. For example, Coca-Cola decided to combine AI and Augmented reality (AR) by overlaying computer graphics over a user's real-world view using glasses or a headset within a number of its bottling plants. This allows technicians to receive information about the equipment being serviced and enables them to support from technicians who are able to see their view, making it easier for technicians in remote locations to perform repairs and diagnose issues. This method can also provide consumers with interesting ways of interacting with and learning about a brand, allowing them to form a connection. Combining AI with AR/VR not only refreshes the user's consumption experience but also builds a strong brand identity that can help create a greater sense of loyalty from a brand's customer base. When AI technology meets the new visual technologies such as AR and VR, it brings a new consumption experience. 16 MARKSMAN

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SPECIAL STORY AI digital marketing in business 1.Application of AI chatbots The development of AI semantic recognition, language processing and voice conversion technology has meant that AI customer service is easier to use and delivers a better experience. Compared with manual customer service,AI chatbots have many advantages. First of all, AI chatbots enable businesses to go beyond the traditional "one-to-one" form of customer service. Instead, chatbots can deliver a "one-to-many", providing support to a number of customers at the same time and in different time zones. Secondly, AI chatbots don't need to rest, so they can answer customer queries around the clock and in real time. Not only does this mean they are highly efficient, but they can also provide support outside of office hours, improving customer experience. In addition to these benefits, customers can choose the language used by AI customer service according to their needs, allowing a brand to deliver localized customer service. Many brands have started to communicate with their customers through messenger applications like WhatsApp, Facebook Messenger, and Slack, all of which can benefit from AI chatbots in order to streamline the process. 2. Email marketing AI helps brands to personalize email marketing campaigns based on user behaviors, meaning marketers can send out emails that are triggered by certain actions. This enables them to deliver relevant emails to customers' inboxes, with subject lines, product recommendations and messaging all being chosen based on a customer's behaviour. As well as better personalized content, AI also helps marketers optimize their email campaigns, allowing them to maximize their results. Marketers can use tools like Phrasee to dynamically analyze and optimize campaigns quickly, rather than having to A/B test different messages and designs, which can take a number of weeks. Ultimately, AI can help email marketers reach the right customers at the right time, ensuring that messaging is relevant, engaging and more likely to convert. It can also allow you to better analyze what types of messaging, subject lines, design and images get the best results. Many brands have started to communicate with their customers through messenger applications like WhatsApp, Facebook Messenger 17 MARKSMAN

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SPECIAL STORY

AI today might become the mundane functions of tomorrow's computers and Marketing can be a function that will drive traditional marketing to decease.

4. Marketing content Thanks to AI, you can discover what content is most effective, according to the behaviour of targeted customers, allowing you to utilize content marketing that gets results. Marketers can get a better understanding of what types of content work best for their target audience, allowing them to share or create the right form of content. For example, 40% of millennials trusting video content the most, meaning it is the second most effective form of content marketing next to blogs. This means that a brand targeting this audience will be better able to create relevant content using insights gathered from AI. We still don't know which direction AI will take. But as the science and technology of artificial intelligence continues to improve at a steady pace, our expectations and definition of AI will shift, and what we consider AI today might become the mundane functions of tomorrow's computers and Marketing can be a function that will drive traditional marketing to decease.

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BRAND MARKIVE - Avisha Gandhi

ira 91 In the world of Kingfisher strong and Haywards, Bira 91 has created its brand image in very short span of time. . The reason behind its success is that it has understand the need of the Indian consumer, the company provided low calorie beer and low bitterness of beer at cheaper rates compared to the other brand in the market. Bira 91 logo and name is one of the most recognised beer logo in India currently and is beautifully designed, where Bira as a word has no literal meaning, it is a term used by Punjabi to address there friends or brother. The reverse B in the logo represents a spirit of irreverence, 91 is the country code of India. The monkey mascot is used to present the playful identity of the brand so that it can attract most of its target audience – the urban millennials.

“ BIRA 91 monkey mascot logo is one of the most recognised beer brand logo in India !”

Bira 91 is the Indian brand of craft beer manufactured by B9 Beverages Pvt. Ltd., a private company owned by Ankur Jain who completed his studies from Chicago. He started by importing beer in 2008 from Europe to get the in-depth knowledge of the business and than he launched Bira 91 in year 2015. Company is focusing to place its product in the premium segment of beer. It is currently available in 15 cities of the country. Bira demand increased initially because of word of mouth publicity, there was time when it went off the shelves for a while as it was made in Belgium. Currently manufacturing in Indore and will be starting their operation in Nagpur soon. 19 MARKSMAN

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BRAND MARKIVE

Bira 91 has become the India’s favourite beer in just 2 years. The company has 5 variants in its portfolio Bira 91 white, blonde, light , Indian pale ale and strong. Company has launched Bira 91 light which is the healthiest alcoholic beverage option available in the bars 90 calories for 330ml bottle, which makes it healthier than a glass of milk or a juice. It has launched its brand merchandise too like beer mugs, ice buckets, t-shirt, bags, growlers. The company is expanding in different ways. It will soon be available in 8 more cities of the country and the company is planning to increase its reach globally like the other beer brands. The company aspired Bira 91 to be a brand that is an integral part of a tech immersed, creative, urban, diverse and modern world of the 21st century.

‘’ Bira 91 light is the healthiest alcoholic beverage, even healthier than the milk ”

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BOOKWORM - MALVIKA YADAV

KILLING MARKETING Killing Marketing – How Innovative Businesses are Turning Marketing Cost Into Profit: A book by Joe Pulizzi and Robert Rose. The main question the authors ask is, “What if everything we know to be true about marketing is actually what’s holding back our business?” This question is exceptionally perceptive in that it goes directly to a huge problem marketing and marketers have today which is the widely varied perception of the term ‘marketing.' Over the past two decades, we’ve watched the entire customer base change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for many many years. The most innovative companies around the world have achieved remarkable marketing results by changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have drastically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself.Killing Marketing provides the insight, approaches, and examples one needs to understand these forces in ways that turn your marketing from cost center to revenue creator. Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what would have been deemed impossible a decade ago. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell—and monetize it directly. Killing Marketing rewrites the rules of marketing—enabling you to make the kind of transition that turns average companies into industry legends. “Marketing is the activity that most companies wish they didn’t have to do. For many businesses, it is simply a “tax” on the system, and the focus is putting as little investment into it as possible.”

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HALL-MARK CAMPAIGN -ASHAWATH SINGH RAINA AIRBNB

Airbnb is all about the plurality of choices, both in life and in travel.

Airbnb, the world's leading community-driven hospitality company has announced the launch of its latest marketing campaign ‘That’s Why We Airbnb’. Narrating the stories of real travellers, the campaign celebrates the uniqueness of life, the concept of nonconformity, and the mavericks who march to the beat of their own drum. Travel for everyone is a unique experience, universally desired and subjective at the same time. Much like life itself, no one experience can ever be the same, and embracing that is the true meaning of the ‘That’s why we Airbnb’ campaign. At the very core, Airbnb is all about the plurality of choices, both in life and in travel. As a brand, Airbnb caters to the specific needs of each traveller, rather than expecting them to conform to what is available. More than just an enabler of travel, Airbnb is a community that thrives on the idea of individuality and acceptance. It inspires travellers to stay true to themselves, no matter what the status quo may dictate; and encourages them to indulge in truly authentic travel experiences.

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HALL-MARK CAMPAIGN

This 360-degree campaign was conceptualised by Wieden + Kennedy and Park Pictures produced the TV spots. While the brand films will air on a variety of channels, the campaign will also be seen across social, digital, PR, cinema and out-of-home.This initiative is the first phase of a larger plan to build consideration for brand Airbnb across the Indian market.

This 360degree campaign was conceptualise d by Wieden + Kennedy and Park Pictures produced the TV spots.

The scar/marks of the womenpassion. And they should be worn with pride

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KICKSTART -ALISHA SINGHAVI

COOLBERG – India’s First Non-Alcoholic Beer

The company took advantage of the fact that a sizeable portion of the country’s population does not consume alcoholic drinks thus, creating a special segment of no alcohol beer.

One of the most talked about start-ups of recent times, Coolberg managed to embark itself in a completely untapped market. Thus, becoming the first Non-alcoholic beer. The startup is known for its Nonalcoholic beer in a wide range of variants to suit the Indian customer’s palette. The company took advantage of the fact that a sizeable portion of the country’s population does not consume alcoholic drinks thus, creating a special segment of no alcohol beer in a large variety of flavors to choose from. The idea was brought to reality by Pankaj Aswani and Yashika Keswani, keeping in mind to provide innovation in the beverage sector which are a perfect blend of taste as well as convenience, which goes along all sorts of celebrations, hang-outs, casual meetings etc.

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KICKSTART

Coolberg is often described as a company of unique proposition, a visionary team offering a sophisticated alternative to non-alcoholic drinks. India’s first non-alcoholic beer is here and one just can’t wait to sip the awesomeness. Coolberg Beverages located in the heart of Mumbai takes a very innovative step by introducing the concept of “Zero Alcohol Beer”. Coolberg team believes in providing the best quality products developed with the finest ingredients and under the most hygienic conditions. The company has rolled out these non-alcoholic beers across multiple cities and have also tied up with various restaurants for offering their best quality #NonAlcoholicBeers. Coolberg comes in six different flavours: Malt Beer, Cranberry Beer, Ginger Beer, Peach Beer, Strawberry Beer and Mint beer. Now, you can relish these beers at any time of your day and at any place. A lot of the company’s spends is on marketing, the sampling of the product as well as the well-driven distribution strategy. The company believes that they have a long way to go to build their static position in the market

Coolberg team believes in providing the best quality products developed with the finest ingredients and under the most hygienic conditions.

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FEATURED ARTICLE -Dhrubajyoti Das Indian School Of Business

How human emotions influence buying behavior

Emotional Quotients at play in the marketplace

As much as economists would have us believe that “Individuals are rational beings”, the typical individual prefers listening to emotions and feelings for his transactional decisions.

MARKSMAN

Have we ever asked ourselves - Why do we buy what we buy?? Of course!!! Because we need it!! Well…that is obvious, but how do we know when we need something. Humans do not go about solving complex algorithms to decide upon the “What and Why” decision regarding needs and wants. It is when one “feels” the need for something that one is driven to “purchase” it. But you would argue that people also buy so much stuff that they don’t need. Exactly!!! It is not the need itself, but the “feeling” that we “need or want something”. As much as economists would have us believe that “Individuals are rational beings”, the typical individual prefers listening to emotions and feelings for his transactional decisions. People spend an awful amount of money on buying rings, earrings, necklaces, etc. Buying jewelry doesn’t satisfy any need for an individual. Obviously, it does satisfy certain wants!! The person wearing the jewelry derives a pleasure, knowing that he belongs to a class of the society that can afford such luxuries. 26

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