The Marksman Summer '14 by The Marksman

SPECIAL STORY Marketing & Sports

>>12 FAUX PAS Gap Inc.

>>16 HALLMARK CAMPAIGN WestJet Christmas Miracle

>> 20 BRAND MARKive

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EDITORâ&#x20AC;&#x2122;S NOTE Dear Readers, After a three month break, Team Interface is out with yet another fabulous Summer issue of The Marksman. We have chosen 'Marketing Modified' as the topic for our cover story which will enlighten us on how and why Team Modi broke all records on its way to Delhi. In our special story, we look at how Sports and Marketing come together to form a seemingly perfect relationship. In our section on the Marketing Faux Pas, we look at Gapâ&#x20AC;&#x2122;s failed attempt at rebranding. Bookworm enlightens us on the 22 Immutable Laws of Marketing. Our regular sections of SquAreHead, Ad-itude and Tweets help broaden our horizons and add engage our minds in intriguing thoughts. We decided not to have a Call for Articles section this time around and instead incorporated in the magazine accounts of some of our team members and their experiences of corporate life. We constantly look to bring to you the latest trends featuring in the marketing world. Your feedback is most valuable to us. Connect with us on www.interfacesimsr.com/the-marksman to leave your views and suggestions. Thank You and Happy Reading!! Team MARKSMAN The Interface-The Marketing Club of SIMSR @marksmansimsr.

Team MARKSMAN The Interface-The Marketing Club of SIMSR @marksmansimsr.

SUMMER 2014

CONTENTS TWEETS

IT’S ALL ABOUT AD-ITUDE

BRAND MARKive

COVER STORY

MARKETING MODIFIED SPECIAL STORY

MARKETING & SPORTS MARKETING FAUX PAS

BOOKWORM

Hall-MARK CAMPAIGN

MARKETING RealTIME

INTERNS SPEAK

SQUAREHEAD

BUZZ

THE MARKSMAN

TWEETS Nike football The latest advert released by Nike travels covers uncharted waters by releasing a short animated film with all the biggest names in football. The New advert from Nike features animated Wayne Rooney, Neymar, Cristiano Ronaldo, Zlatan Ibrahimovic, David Luiz, Franck Ribery, Andres Iniesta and Tim Howard. The new Nike ad animated film is some serious competition to the best World Cup ads around this year. Watch it herehttps://www.youtube.com/watch?v=Iy1rum vo9xc

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Ali Baba enters the U.S.A. Chinaâ&#x20AC;&#x2122;s largest e-commerce company is making its first appearance in the U.S. with the debut of 11Main.com, an invite-only online marketplace that showcases small business retailers. Industry watchers will be paying close attention since 11 Main is owned by Alibaba, the e-commerce giant in China that filed for an initial public offering in the U.S. in May. Bigger than Amazon and eBay combined, Alibaba had no U.S. ecommerce presence until now. Alibaba is starting small with 11 Main, based in San Mateo, California. The site, which debuts Wednesday in a beta phase, will feature "hundreds of thousands" of products from 1,000 to 2,000 upscale specialty shops and boutiques around the country that were vetted by 11 Main.

TWEETS Xiaomi enters India, gets Jabongâ&#x20AC;&#x2122;s co-founder on-board

Chinaâ&#x20AC;&#x2122;s biggest electronics company, Xiaomi (meaning "little rice"), is coming to India and has hired Manu Kumar Jain as its India operations head. Jain was one of the co-founders of online retailer Jabong but had parted ways to launch his own start-up Gynger, where he was planning to launch smartphones, tablets and wearables. He was looking at launching high quality smart devices manufactured by third-party ODMs in Taiwan and China at aggressive price points in India. Xiaomi has a similar model where it sells premium quality smartphones with top-of-the-line hardware components at a fraction of the price of tier one brands.

HomeShop18 debuts in the ad world We all know HomeShop18 as that channel that has the annoying VJs constantly selling bed sheets, mixer-grinders and what not. But looks like they are starting a new branding exercise. Executed by Creativeland Asia, the first 45-seconder features Billy, the father cat and Sunny, the son cat, sitting across a table representing Homeshop18. They get into a dialogue with the audience sharing the benefits of shopping on the brand's TV channel, website and mobile app. The cats inform viewers about the various product categories, delivery and payment options by directly conversing with the former. The film ends with the jingle - and tagline 'Shopping makes me Happy'. The other films in the series talk about 'Fashion', 'Amazing Offers' and 'Home care & Kitchen Solutions'. https://www.youtube.com/watch?v=9Nhhy G8gPJk

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IT’S ALL ABOUT AD-ITUDE Print Ad Company: French Ministry of Health Created by: David Lesage

With the growing issue of obesity, it had become important for the French ministry to curb it at the earliest. And what else could be a better idea that targeting children – because that’s where obesity takes its roots. The above print-ad, in the form of a tempting ice cream, features an image of an ice cream, topped with a big belly. The copy reads "L'obesite commence des le plus jeune age," meaning "obesity starts at a young age."

Print Ad Company: Volkswagen's Amarok Created by: ‘Below’ Ad agency Volkswagen gets even more creative and innovative with every ad it comes up with. In order to promote the unique feature of getting more than 620 miles out of single tank of fuel with Volkswagen's Amarok, a series of print ads were developed, inviting people to 'turn on adventure'. This unique print ad features three images within the groves of the car keys -a city, safari and mountain landscape. The idea of covering these three forms of landscapes without exhausting the fuel, comes across subtly yet effectively through this ad

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BRAND MARKive FIFA WORLD CUP 2014 “For the Game. For the World” “Football is not really about winning, or goals, or saves, or even supporters- it’s about the glory, it is about doing things in style and with a flourish, about going out and beating the other lot, not waiting for them to die of boredom.” - Danny Blanchflower I think all the football lovers out there would agree with this with their whole heart. With the football fever kicking in they can be found glued to the TV sets. The impossibly odd hours of broadcast would not deter the will of an ardent fan. This time the city of Sao Paulo in Brazil gets the honor of being the host to the prestigious FIFA World Cup. The city is a riot of colors of the Brazil national team shirts with the overwhelming presence of golden yellow color. Everything shines with the color of optimism, energy and happiness. Ranging from the escalators at metro stations, hotel foyers, to taxis and trains running under and over the ground. Even eye liners and nail paints are similarly color-coordinated. Like a splendid sunrise, it is a sight you will never tire of.

And with Brazil hosting the World Cup and playing the first match, the effect seemed million times more luminous. Men, women and child wore the Selecao shirt the five stars of Brazil’s five World Cup triumphs, a proud adornment. The 2014 FIFA World Cup officially began on Thursday with a 25-minute colorful opening ceremony. It was an act in four parts. On a carpet that covered the pitch and with four massive drums in four corners, it celebrated Brazil’s nature, people and the one sport that is part of the cultural fabric of this country. There were men and women kicking balls tied on a string shifting it from one foot to another. Men wrapped with a wonderful dress of leaves, women dressed in purple with lotus leaves and a wide array of characters projecting the rich Amazon heritage of Brazil entered the stadium with a zig-zag type of formation. The trampoline filled the audience with a fresh breath of Brazilian music. Next, the Samba dancers enthralled the public with a romantic performance, followed by the ballet performance of men dressed in hats and women in beautiful white gowns. To liven up the atmosphere more, the giant flower at the centre of the stadium opened to vibrant Brazilian

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BRAND MARKIVE colors marking the time for the official song for the 2014 FIFA WORLD CUP. Jennifer Lopez, Pitbull and Claudia Leiite sang the official soundtrack of the FIFA World Cup, "We are One" together. With that the time struck for football’s biggest show on Earth! Sitting at the helm of this world sport is the Fédération Internationale de Football Association (FIFA), one of the world’s largest and oldest NGOs. On 21 May 1904, six countries (France, Spain, Belgium, the Netherlands, Sweden and Switzerland) decided they wanted to get in on the action and formed FIFA as a means of organising matches between national teams. Slowly more teams signed up, with Germany and England both signing up a year later, followed by South Africa, then Argentina and Chile, in 1912. FIFA evolved from being an association for protecting the sanctity of the rules and becoming the major contact point for the game. The association’s marketing strategy was not always consistent with absence of its branding on the World Cup it had spent years organizing. In 1974, under Brazil’s Joao Havelange as President, FIFA became not only a renowned global brand but also into a kind of aid organization. Havelange aided developing nations through funding programs to expand the game and enrich the locals’ lives participating in it.

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“FIFA’s mission statement is ‘develop the game, touch the world and build a better future’, and this is something that is essential for the success of the strategy,” Today, FIFA has emerged as one of the strongest brands with a magnificent presence both online as well as offline. FIFA has built its brand on the support from youth engagement all over the world. One of FIFA’s biggest events is held online: the EA Sports FIFA World Cup for gamers. Also, FIFA Interactive World Cup offers its fans a money-can’t-buy experience – being able to go to the FIFA World Player Gala, meet the world players and really get something which is unique. FIFA also conceptualized the concept of watching and celebrating a match together through the FIFA fan fest it organizes since 2006. It provides a huge platform for its various partners to showcase their brands. FIFA as a brand has perpetuated the lives of people across the globe thriving on a single emotion that is passion for the game.

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COVER STORY MARKETING MODIFIED Most of us would have realized that this was the first time the youth of the nation were so excited about the elections and the people of the nation are now excited and have huge expectations from that one man whom we all have been extensively reading about, watching on TV, following on internet for past few months, India’s 15th Prime Minister, Mr. Narendra Modi. How it was made sure that he gets there where he is now makes us realize the power of marketing, be it social media, the advertisements, slogans, events, and so many other things. There was a dedicated marketing and communication brigade working for Modi and they made use of almost every possible media channel you can think of, TV, print, Facebook, Twitter, YouTube, WhatsApp, DTH, radio, hoardings, peopleconnect initiatives or events. You can relate to most of the concepts employed in Modi’s political campaign to the contents of Kotler or any other marketing book or blog. Let us find out what we as marketing enthusiasts can learn from this, what now is referred to as

one of the biggest and most innovative political campaign in India that successfully established brand Modi. Role of Social Media – A breakthrough The most talked about and perhaps the most important one that targeted youth of the nation was the social media which was used to market Modi. Modi’s team knew that there were over 150 million first time voters between age of 18-23 years who are social media savvy and follow a mobile centric lifestyles. With 17 million likes on his Facebook page and 4.71 million followers on twitter, you can imagine how active Modi is on social media and the good thing is that activity seems to continue in the same manner as Mr. Modi is trying to connect to the youth via this media and to also lay down a framework for e-governance. Twitter Mr. Modi was seen most active on twitter just like Obama was during his campaign. “India has won! Good days

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COVER STORY

are coming.” This victory tweet of Modi on twitter has become the most retweeted post in Indian history – more than 70,000 and counting. Mr. Modi has continue to actively use this platform to connect with the digital generation. Facebook This page was regularly active to engage the huge voter bank which is present on the web, the youth of the nation. From the number of ‘people talking about this’ in the image you can estimate the level of brand engagement that was achieved. You-tube Channel Videos have become most important way of increasing brand awareness, be it a viral video or a series of videos talking about different value propositions of a product. Modi’s YouTube channel has a vast number of followers with more than 11 lakh subscribers. All the speeches which Modi gave in various rallies and events were uploaded there.

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Role of Innovation in Marketing Like its importance in every field of life, marketers have learned the importance of innovation to promote and sell their products, with so much competition in the market, its ultimately what you are doing differently to capture the attention of consumers just like Coke has launched its campaign of innovative uses of its bottle’s cap, use of flash mob as a publicity stunt by Mahindra and many others. Modi’s team also ventured into ways of campaigning that were used for the first time in Indian political campaigning. Let’s have a look at few of them. 3D Hologram Rally: The rally in which Modi appeared in his holographic avatar and which allowed him to hold 100 rallies at the same time and he did this in over 1000 rallies. This rally attracted the voters and stirred an excitement amongst the masses.

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COVER STORY

Promotional Events – Chai Pe Charcha This was yet another way of increasing brand Engagement where people gathered at tea stalls where they could see or talk to Modi over webcast and sip tea from cups with his picture on them. It created a great amount of buzz especially in less literate people. They might have been happy watching Modi talk about development of the country but they definitely enjoyed sipping free tea. That was the idea basically! Modi merchandise The NaMo online store, was launched where Modi’s merchandise, T-shirts, mugs, stationary, Modi pen drives was cheaply and easily available. Many private distributors, seeing the market trend have gone ahead and branded their own products with the NaMo tag. In Varanasi, bricks were being sold with 'NAMO' inscribed on them. TV/Newspaper Advertisements: Every second story in the newspaper, every second on news channels, and then the TV ads with phrase “Ab ki bar, Modi Sarkaar”, it was made sure that brand

Modi is around you all the time. O&M's which has longstanding association with Gujarat Tourism ad campaigns played an important role in this campaign as well. Soho Square, a Ogilvy Group’s company played a major role in the campaign. Nothing works better than catchphrases and so it did for this campaign. Piyush Pandey, wrote “Ab ki baar Modi Sarkaar” and “Janta Maaf Nahi Karegi”. “Achche Din Anewale hain”, the cricket animation ads all these were the artwork of the team working in this company. Be it in a WhatsApp joke, Facebook posts or at rallies the buzz created by these taglines was such that even a 5 year old child would recognize these. Importance of a clear positioning Just like “core competency” is important for manufacturing, in marketing “clear positioning” is very important. Often brands fail when they try to say too many things and end up confusing the customer. On the contrary brands that are singleminded and clear in their communication succeed. In manufacturing we talk of “core competence” and in marketing we talk of clear positioning. Same way Brand. Modi focused on agenda of development and good governance.

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COVER STORY

Marketing Mix of Brand Modi Product: What did the consumers, the people of nation wanted very desperately after Manmohan Singh, a strong ,confident and non-corrupt leader, with decision making ability who challenges the status quo , and besides being a man who is industry friendly, who has proved himself for good governance in Gujarat , Modi seemed to possess all the qualities that could satisfy the need and wants of Indian voters. We all know that the people of India would not have voted in this huge numbers for BJP had Modi not been its face. Place: Modi, the BJP's prime ministerial candidate, addressed 437 big rallies, participated in a total 5827 public events and travelled over three lakh kilometres across 25 states in his attempt to connect himself to the people everywhere. The campaign managers and Modi knew that gone were the days when a single agenda like say: Gareebi Hatao would work for the whole country. Their Strategy was different for different target markets with specific targeted messages. Modi talked about farmer suicides in Maharashtra and in Punjab, he spoke of drugs and in Varanasi, Modi talked about the holy river Ganga. Price: You might put it humorously to be the price that the citizens of the nation paid by bringing Congress into power in the last elections and now with very less product appeal of Congress, the competitors, Modi was all set to take advantage in the electoral market. Price can also be the value of the product which Modi has promised of what he is going to deliver.

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Promotion: As we discussed already discussed no channel remained untouched with promotional activities for the brand Modi, be it through text, voice messages, social networking, consistently giving the message of his achievements and that he is a man of minimum government and maximum governance. Summing up- You just cannot sell a bad product Do you think Congress lacked in its spending power or ability to get marketing brains to campaign for it and they did actually spend a lot, but it is a truism you cannot sell a bad product. Irrespective of the money you spend on marketing, if what you are selling fails to strike a chord in the minds people of the nation or the consumers, that selling party will end on the losing side. Until now Barack Obama's rise to power is used in some IIMs as a case study to explain marketing, brand management and integrated marketing concepts but now we can very soon might find case studies related to the making and success of brand Modi, rebranding done by BJP or comparison of BJP and Congress marketing campaigns and so many similar things. For now one thing is for sure that the brand Modi is under a huge pressure to deliver after the promises it has made and what would be wise of our PM would be to create a product mix, a team of able leaders to delegate responsibilities to them to ease that pressure off himself.

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SPECIAL STORY

Marketing and Sports Marketing and sports can be one of the rare truly win â&#x20AC;&#x201C; win situations for both parties. The sponsoring brands pump money into the sporting event and the organizers use that money to make the event a success which serves in capturing maximum visibility. This then helps the sponsoring brand. Come the next tournament the same thing will be repeated and the mutually beneficial cycle is continued. There are three types of marketing when it comes to its association with sports. They are: 1. Marketing of a sporting event This includes tournaments like the English Premier League, Olympics, Indian Premier League etc. This is the most common way that brands associate themselves with sport. In some cases, the sponsoring brand has taken over the name of the event. For example, the English Premier League which is sponsored by Barclays is often called Barclays Premier league. Back here in India, T20 tournament of the BCCI i.e. the Indian Premier League is now called the Pepsi IPL after the title sponsor Pepsi. Such cases where the tournament is recognized by the main sponsoring brand is a common feature if the tournament occurs annually. The organizers and brand both reap the rewards of the mutually beneficial relationship.

In some cases, when the tournament is a proven success and the TRPs shoot through the roof, many brands will flock to be associated with the event in some way or the other so that its colours are visible to the eyes of all the viewers of the tournament. Now all companies do not have the same composition of advertising budget, so in order to accommodate such brands, lots of innovation is seen in sporting events and especially Cricket. We have the Vodafone Fan of the Day where the fan is all dressed up in red and gets a signed match ball by the winning captain.

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SPECIAL STORY COVER STORY

Until recently we even had the Karbonn Kamal Catch of the Match in which a cash prize was awarded to the player who takes the best catch of the match. Whatâ&#x20AC;&#x2122;s interesting is that not all sponsorships have to be cash sponsorships. In the India â&#x20AC;&#x201C; England series, Bajaj awarded a Pulsar bike to the Man of the Match. This too goes a long way in promoting the brand as it means the star performer will now be riding a Bajaj Pulsar. It is a blessing for the organizers as they have an award readily available to them. This is forcing organizers and advertisers to come up with innovative ways of accommodating all the sponsors. The Strategic Time-Out in the IPL is one such example. Aston bands and logo flashes for companies that have not invested in a TV commercial is another such innovation.

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2. Using sporting superstars to market the brands products This is a fairly direct marketing strategy where brands get superstars that best depict its positioning and suit the product being marketed. Sports superstars endorsing products will continue grow as the viewership of major sporting events increases. In India, they say Cricket is a religion and Sachin Tendulkar is the God. Imagine then, how much a brand stands to gain with somebody like Sachin Tendulkar being its brand ambassador.

It is also common for players of a team to endorse one product as depicted by the advertisement of Britannia Nutri Choice where they roped in the Bangalore Royal Challengers team to promote its products.

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SPECIAL STORY But the sporting brand ambassadors in India are no longer restricted just to Cricket. Lionel Messi is used by Head and Shoulders to promote their shampoo. Roger Federer and Cristiano Ronaldo have also featured in some advertisements. Product placements in the field of sports is also employed. Tiger Woods will be seen wearing a Rolex watch in golf tournaments, similarly Rafael Nadal will always be seen sporting a Nike headband and wristband during his tennis matches. In fact his whole sporting gear will be sponsored by Nike.

3. Marketing of the sport to increase viewership This is undertaken to benefit the sport. The abysmal state of Indian hockey is evident to the nation yet very little seems to be done about it. That’s because cricket is where the “moolah” is. The government has only recently started promoting hockey to the youth and encouraging them to take it up in a bid to revive the future of Indian Hockey.

The Hockey India League sponsored by Hero modelled on the lines of its cricket counterpart is testimony to this. Ethical Issues Until now the article has spoken on how sports and marketing can co-exist and actually prove to benefit each other. Everything seemed to fit. The picture painted did seem rather rosy, didn’t it? What could go wrong? Seems like a match made in heaven. The Answer – A whole lot could go wrong. Sports and marketing have always come under the scrutiny of the public more so when there are lavish displays of extravagance and grandeur. The IPL is a big money spinner and people do not appreciate unsporting practiced like match fixing, the Lalit Modi saga, Pune Warriors debacle etc. Events like these only serve to leave a sour taste in the mouth. Similarly at a time when the Brazil economy is not doing too well, the government has chosen to invest money in new stadiums and infrastructure when a quarter of the country is facing starvation. The stadium in Rio de Janeiro only needed a new lick of paint but the government decided it was a better idea to construct a new stadium for the tournament just to pacify the sponsors. This has led to mass protests and many people have taken to the streets. A somewhat similar situation surrounds the 2022 Qatar World Cup.

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SPECIAL STORY COVER STORY Greece hosted the Olympics in 2004 at a time when their economy was in shambles and the event only added to their already massive debt. Their economy has been left crippled and does not look like it will recover in the near future. We do not need to pollute sport and entertainment with such unsavoury events. A clean way can always be found out, a middle ground established where brands can use sport to further their interests, not at the detriment of the people but to their benefit. After all, the viewers are the ultimate stakeholders.

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MARKETING FAUX PAS The 22 Immutable Laws of Marketing The Gap Inc, was established in 1969 by Donald G. Fisher and Doris Fisher and they opened the first Gap Store in San Jose, California which mainly housed Levis and LP merchandise. In 1974, they began to sell private label merchandise. In the year 2010, Gap changed their logo to Helvetica font a blue box overlapping the â&#x20AC;&#x153;Pâ&#x20AC;?. This logo change was a step taken by the company to reposition their brand. Gap is known for everyday basics and the logo change was undertaken to appeal to a more hip crowd. Unfortunately, the company didnâ&#x20AC;&#x2122;t understand who their target market is -- the people who want the basics and aren't interested in trendy styles. Their loyal customers felt that Gap was changing their image for the worse and hence, lost a connection with the brand. Gap was also unsuccessful at attracting the younger, trendy generation with this redesign.

After a slew of criticism, the company announced that it would incorporate customer accommodation in its company and if a change was required would handle it in a different manner. The logo failed as the predecessor logo was one that did not appeal to the loyal customers and the use of Helvetica font made the logo look tacky and hence, unappealing. Thus, the most important lesson learnt by the officials was that the customer has to be engaged in the change process and the product positioning has to change before the logo change to increase acceptability chances and hence, allow the brand to evolve and at the same time be accepted by customers over a period of time.

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BOOK WORM The 22 Immutable Laws of Marketing -Al Ries and Jack Trout

Marketing is the science of “ convincing us that What You Get Is What You Want ”

OCTOBER SUMMER 2014 2013

So far, the closest and the most precise definition of marketing I have come across is that given by John Cater, which goes as follows: “Marketing is the science of convincing us that What You Get Is What You Want” The 22 Immutable Laws of Marketing is a short and an effective piece of work by Al Ries and Jack Trout, which talks about all major aspects of marketing, in a set of comprehensible laws. The following is the summary of the various laws that the book talks of: Law 1 (law of leadership): Being first in the market is better than having a better product than a competition. Examples: we all remember who first flew over Atlantic or who the first man on the moon was but almost no-one knows who the second was. Heineken was the first imported beer in USA and still is No. 1 imported beer. Same for Miller Lite, first domestic light beer. Being first doesn't matter if the idea/product is not good. Law 2 (law of category): Given that it's very hard to gain leadership in a category where competition already exists, it's better to create a product in new category than trying to attack existing categories. Category doesn't have to be radically different, e.g. if there's dominant player in imported beer, one can become the first to import light beer. If one can't be the first to fly over Atlantic, one can still be the first woman to fly over Atlantic. Law 3 (law of mind): It's not important to be the first in the market but the first in the mind of consumers.

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BOOKWORM Law 4 (law of perception): Marketing is not about products (their features or quality) but about perceptions (how people perceive products). Reality doesn't exists, what we call "reality" is just a perception of reality that we create in our minds. Honda is a leading Japanese car manufacturer in US but only third in Japan (after Toyota and Nissan). If the quality of the car was the most important thing it should have the same position in all markets. In Japan, however, people perceive Honda as a manufacturer of motorcycles. Therefore what's important is that marketing should be focused on changing the perception. Law 5 (law of focus): "The most powerful concept in marketing is owning a word in the prospect's mind". Owning in this context means that if people hear or see this word they usually connect it with a company that "owns" this word. IBM owns "computer". FedEx owns "overnight". You can't take somebody else's word. Law 6 (law of exclusivity): It's fruitless to try to take over a word that is already owned by a competitor. Burger King tried to own word "fast" which was already owned by McDonald; and failed miserably. FedEx tried to take over "worldwide" from DHL. Law 7 (law of the ladder): Marketing strategy depends on your position in the market. If you're No. 2 you use different strategy than when you're No. 1 or 3. Avis was No. 2 in car rental and when they advertised as "finest in rent-a-cars" they had losses because their marketing wasn't credible (you can't be "finest" being No. 2). That had profit when they switched to "Avis is only No. 2 in rent-a-cars. So why go with us? We try harder". Then they had another disastrous campaign when they

started claiming "Avis is going to be No. 1". Law 8 (law of duality): In the long run, every market becomes a two-horse race. McDonald & Burger King. Coca-Cola & Pepsi. Nike & Reebok. Crest & Colgate. Law 9 (law of opposite): If you're shooting for second place, your strategy is determined by the leader. Leverage the leader's strength into a weakness. Don't try to be better than the leader, try to be different. E.g. Pepsi marketed itself as a "choice for the new generation" when faced with Coca-Colaâ&#x20AC;&#x2122;s "old and established" brand. Law 10 (law of division): Over time a category will divide and become two or more categories. E.g. computers started as a single category but broke up into mainframes, workstations, personal computers, laptops etc. Cars started as a single category but divided into luxury cars, sport cars, RVs, minivans etc. Companies often don't understand that and instead think that categories are combining, believe in synergy. Leader can maintain dominance by addressing emerging categories with new brand names instead of using brand name successful in one category in a new category. E.g. when Honda wanted to go up-market it created a new brand, Acura. Law 11 (law of perspective): Marketing effects take place over an extended period of time. It's a mistake to sacrifice long-term planning with actions to improve short-term balance sheet. E.g. sales increase short-term profits but in long-term educates people not to buy for regular price, therefore decreasing longterm profits.

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BOOKWORM Law 12 (law of extension): There's an irresistible pressure to extend the equity of the brand and it's a mistake. Instead one should create new brands to address new markets/products. Law 13 (law of sacrifice): You have to give up something in order to get something. There are three things to sacrifice: Product Line Target Market Constant Change Law 14 (law of attributes): For every attribute, there is an opposite, effective attribute. You can own the same word as the competition. You have to find another word to own, another attribute. Law 15 (law of candor): When you admit a negative, the prospect will give you a positive. Candor is disarming. It's ok to admit, as Avis did, that "Avis is only No. 2 in rent-a-cars". Law 16 (law of singularity): In each situation, only one move will produce substantial results. People tend to think that success is the result of a lot of small efforts well executed, that working harder is a way to success. In marketing only thing that works is a single, bold stroke. Law 17 (law of predictability): Unless you write your competitors' plans, you can't predict the future. You don't know the future, you don't know what your competition will do so you have to build your company and marketing strategies to be flexible, to be able to quickly respond to changing situation. Law 18 (law of success): Success often leads to arrogance, and arrogance to failure. Don't be arrogant, drop the ego, be objective.

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Law 19 (law of failure): Failure is to be expected and accepted. Drop things that don't work instead of trying to fix them. Don't punish for failures (if you do people will stop taking risks). Law 20 (law of hype): The situation is often the opposite of the way it appears in the press. The amount of hype isn't proportional to success, often failed products are heavily hyped. Law 21 (law of acceleration): Successful programs are not built on fads but on trends. Law 22 (law of resources): Without adequate funding an idea won't get off the ground. You need a lot of money to market your ideas. In my opinion all the examples stated in "The 22 Immutable Laws of Marketing" that illustrate the laws are taken from the relatively small pool of the biggest companies in the world. It's not evident that the same rules apply to small (or medium) businesses. This is one of the frequent flaws in the book.

Hall-MARK CAMPAIGN WestJet Christmas Miracle

‘Twas a night before Christmas and all across the land, the good folks of WestJet had a miracle planned. On the eve before flying the guests were` in their beds, visions of travelling danced in their heads. While out on the runway something secret had arrived, it was left in the lounge it was a Christmas surprise. The Canadian airline, WestJet touched their passengers’ hearts with an astounding surprise. When the guests travelling from Toronto to Hamilton arrived at the airport, they noticed a massive and mysterious gift with a screen displaying Santa. Shortly, they were having an exciting conversation with Santa about the presents they wished for that Christmas. From children to the elderly, every guest conveyed their Christmas present wish to Santa by scanning their boarding pass first. These wishes ranged from an Android tablet, to a large screen TV and to socks and underwear. Simultaneously, WestJetters took notes and got ready to shop quickly.

The airline staff or the WestJetters rushed to Best Buy and other stores as they actually purchased all those gifts from the list of the passengers’ wishes. While the guests relaxed in their flight, unaware of what’s in store for them, the WestJetters were busy in neatly gift wrapping the presents. After the passengers landed and waited at the conveyer belt for their luggage, they were left in a state of wonderment as they saw some presents with their name tags coming through. They tore the gift wrappers of their presents only to discover that they actually got what they had asked for. Never had they thought that the WestJet Santa would make their wish come true. Filled with smiles and tears, the Christmas Miracle campaign of WestJet Airline is unforgettable and definitely a marketing Hallmark as they proved that miracles do happen!

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MARKETING RealTIME

Anirudh G Manager - Sales

It's been close to two months into my journey as an 'MBA' graduate and these two months have seen me getting exposed to various functions as a part of my training programme. Being part of the sales team implies that we must be exposed to not just our function, but then other core functions such as Marketing, Sales Strategy, Post Sale processes including customer relations. The best part so far has been paying visits to our sites as customers and experiencing the sales process that every customer of ours' goes through. Through this we also understand the elements that act as a differentiator for a luxury brand - one of them being the Sales Process in itself. Of course, it goes without saying that we also need to be thoroughly aware of what goes into the making of such elegant towers / villas - as every marketer / sales executive needs to know the product 'from the base to the top'!

SUMMER 2014

In addition to the above we have also been exposed to the real estate sector as a whole - our major competitors their products, marketing styles, pricing - for we know how tough this sector is. While training might sound too 'presentation-ish', here it does demand a lot more - being assigned real-time business problems for which sufficient research (primary / secondary) will have to be done in a week (at the max) post which we would then be presenting our solutions / recommendations to the top management. These projects act as huge takeaways - for not only do we know about the company and the sector, but also about the way the business works - given the ever rising competition and consumer expectations!! Well, I guess that's how it is for now very shortly will be posted to one of Lodha's projects - and then it's time to Start Selling Luxury!!

MARKETING RealTIME

Ankit Gupta Management Trainee I did my MBA after a work experience of 2 years in an IT company. Joining Havells India Ltd (electrical manufacturing) coming from IT background was itself a big transition. I found a complete turn around in the cultures of the two industries. I could feel it by the way employees interact here, their visions and their ideology. At Havells people work 6 days a week, while I came from IT industry with a habit of 5 days working. Being a Management Trainee recruited from a reputed institute the expectations of my new employers are higher. We are supposed to be fast learners, quick adapters, efficient decision makers and so on. And with that we are also given higher responsibilities. Stepping in a new industry requires us to learn about its products, customers and competitors. With the products becoming more n more technical, its also requires better fundamentals about the product. A complete understanding of product helps in better selling.

I've joined the industrial sales division where sales and marketing are completely different than consumer products. In our MBA course, we go through case studies mostly based on consumer products, but never through B2B cases. This is something I feel incomplete about my post graduation while working at Havells. B2B marketing is lot tougher than B2C marketing, and this is something we fail to understand while our post graduation. With my small experience as a management graduate, I could only express my excitement while I march towards bigger opportunities and challenges. There always has been a lot to learn in college and even more when I'm out on the job. I believe we can always learn more n more if we follow the course of our job with an open mind

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Intern SPEAK JWT Mumbai

Niharika Srivastava You know your office is going to be fun, when the workplace is colourful, people are dressed in quirky clothes and it's not a 9 to 5 thing! Yes that's an ad agency- JWT, where employees are allowed to be free spirited so that they can completely hone their creative skills. Sunsilk, Kelloggâ&#x20AC;&#x2122;s, Lux, Rin and Shaadi.com are some clients of JWT Mumbai. JWT consists of three main verticals- Client Servicing, Account Planning and Creatives. Account Planners work close with the consumerâ&#x20AC;&#x2122;s mind as they try to implement consumer insights into the advertising of a

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brand to make it more effective by building a better connect with its audience. I worked in the Account Planning department under a fabulous mentorthe Account Planning Manager, Mr. Siddhant Lahiri. I undertook a consumer behaviour research project for Sunsilk. It was an exploratory research that involved interviewing girls in the 18-22 years age bracket. The objective was to understand the life, habits, dreams and aspirations of the modern Indian female youth. We were expected to deliver a 20 minute AV of the insights garnered in the research and a powerpoint presentation applying these insights to the brand Sunsilk. It might seem like a tedious task, but the entire research process was interesting too. From making a discussions guideline to interviews to brainstorming ideas for the AV and editing it, at every step there were a whole lot of new things to learn from. Stepping away from our infeasible ideas for brands that we included in our bschool presentations, we actually learnt how to think of path-breaking ideas for a brand through these insights, considering the client constraints as well.

Disney India COVER STORY

Aditya Basrur Getting an opportunity to intern with a company which is amongst the “Top 10 best companies to work with” in the world according to Fortune magazine was an opportunity of a lifetime. Professionalism is what is evident when you enter the company. From the initial phase of documentation including my tour to the assigned cubical to providing me with all the necessary material, was very well planned and ready even before I stepped in the company. Interning with Disney definitely proved to be a bragging right which had knocked on my doorstep and I did not want to let go of it.

An office which was totally filled with toys and other character merchandise increased my excitement by knots. The Corporate today mainly appreciates the concept of maintaining a distinctive decorum at work. While on the contrary, Disney defies the concept of maintaining decorum. It is in every sense a “Fun” place to work. Passion for perfection and freedom of ideation is what is practiced by everyone at Disney.

I was lucky to have got an opportunity to work and be a part of the Marketing (Franchise & Consumer Products) team. Marketing is something which I had always dreamt of doing and finally I was where I thought I belonged. The project assigned to Being a Disney fan ever since my childhood me excited me as it revolved around the days, an opportunity to work in the same Superheroes from the Marvel & Star Wars company had got me all excited when I franchisees, targeting the current youth of entered the office on the first day. our country.

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Disney India My journey began with understanding what Disney actually stood for, followed by a detailed introduction into the Disney characters via a Brand Induction session. Characters (franchisees) are what the business in Disney revolves around. In order to be a part of the team and be able to give in valuable inputs, it is important to know each character and understand their story. Disney believes in creating and giving the fans an experience which they will never forget. This seemed like the motto of the company and was stressed upon during my briefing repeatedly. Understanding both, the characters as well as youth was a vast topic in itself. Amalgamation of Youth with an appropriate event experience and building awareness about the Superheroes through immense ideation was a task which was challenging yet extremely interesting. My main focus was to persuade the youth to in-turn act as evangelists to help enhance the awareness towards the two franchisees. As it is rightly said, with great freedom comes great responsibility, this project was a mammoth responsibility that was bestowed upon me. I cherish every moment spent at the beautiful world of Disney India and am glad that I have got to learn more about the Media and Entertainment (Franchise & Consumer Products) industry in the area of Marketing.

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OgilvyOne COVER STORY

Saqib Rizvi My internship has been a fun-filled learning experience of 8 weeks. I say this because the combination of Ogilvy and Dubai has been absolutely exhilarating! Dubai being one of the most happening places in the world and Ogilvy being one of the most amazing agencies in the world! I interned with one of the Digital marketing subsidiaries of Ogilvy called as OgilvyOne. I worked in the search department in the area of Search Engine Marketing. It has been a great learning for me because I worked on live campaigns for some of the best brands in the world like IBM, Volvo, AmEx, Metlife, etc. which happen to be the clients of OgilvyOne.

Apart from my usual internship curriculum, I also had a chance to work with other departments like social media and account planning. I also got to learn the impact of cultural differences on marketing, as UAE has very different culture from India. The internship at OgilvyOne Dubai gave me a great experience of not just Search Engine Marketing, but of International Digital Marketing on the whole!

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Lifestyle India

Aman Dua Getting an opportunity to work with Lifestyle Retail India, a part of Landmark group, was probably the best learning experience for me. Lifestyle is a multibrand retail store for apparels, foot wears and lifestyle products. My area of internship constituted the Visual merchandising of the store. Visual merchandising includes the activities of developing the floor plans and threedimensional displays in order to maximise sales. The purpose of VM as described by my mentor is to highlight the features and benefits of various products of the store.

Lifestyle has several In-house brands such as Code, Bossini, UCLA, Fame Forever, Kappa, Melange etc. Our prime concern was managing the display of these in house brands whereas external brands were managed by them. The Task list of a Visual Merchandiser includes filling of the VM checklist, which ensures that the entire setup is proper, signage's are correct, Acrylic displays are in order. Thereby ensuring the maintenance of International standards in the store is the primary concern for VM. The most interesting part of our internship was implementation of planograms/dockets in the store that were planned by the head office. Storeâ&#x20AC;&#x2122;s external windows hold prime importance in attracting the customers.

Thus tracking the sales of products that were displayed on windows was an important part of my project. It helped me understand the effect of Visual Merchandising on sales. A great field to analyse, a great support from my mentor, Ms. Sukanya Sharma, and a great heritage that the Landmark group carries was perfect for me to get close to my field of study, Retail management.

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SquAreheaD

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BUZZ PUZZLE

ACROSS 2. Which pizza chain delivered a pizza using Drone in India? 4. Which company acquired Beats by Dr Dre for $3Bn? 6. Which is the newest airlines to be launched in India? 7. Which brand does a health campaign called ‘Start Healthy Stay Healthy’? 8. Which country prepared the soccer balls to be used in FIFA World Cup 2014? DOWN

CLUES

1. Which country will be hosting the Football World Cup in 2022? 3. Which company has acquired a major stake in Network 18? 5. Narendra Modi is the ____th PM of India?

Answers: 1. Quatar 2. Francesco’s 3. Reliance 4. Apple 5. Fifteen 6. AirAsia 7. Nestle 8. Pakistan

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Call for ARTICLES CALL FOR ARTICLES JULY 2014 Articles can be sent on any one of the following topics*:

1. Reebok Rebranding: Will it change its game? 2. Air Asia pricing strategy: The perfect market penetration. 3. Marketravel: The new age innovation. *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 Winnerâ&#x20AC;&#x2122;s Certificate. Deadline for the submission of article will be : 20th July 2014

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The TEAM THE TEAM TWEETS by Asheeb Raina

Itâ&#x20AC;&#x2122;s all about Ad-itude by Shweta Panikker Brand MARKive by Pavanshu Aggarwal COVER STORY by Kapil Maggo SPECIAL STORY by Dylan Menezes HALLMARK CAMPAIGN by Niharika Srivastava BOOKWORM by Prasanthi Kasinathan SquAreheaD by Aanchal Loya BUZZ by Alakh Krishnani FAUX PAS by Megha Gupta PROOF READ by Asheeb Raina Dylan Menezes Alakh Krishnani

DESIGNING by Ishaan Srivastava Aman Dua Ritika Bramhe PROMOTIONS by Alakh Krishnani Niharika Srivastava

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The MARKSMAN is the newsletter of INTERFACE, the Marketing Club at K.J. Somaiya Institute of Management Studies and Research, Mumbai. Images used in THE MARKSMAN are subject to copyright. THE MARKSMAN does not take any responsibility of any kind of plagiarism in the articles received from students of other colleges.