The
MARKSMAN
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH
VOL. 2 | ISSUE V | OCT’11
FESTIVE MARKETING and more !
INSIDE
Celebration time for buyers and sellers alike!
Guerilla Marketing
No Money marketing Old Monk
4 Ps of Anna Hazare’s Campaign
EDITOR’S DESK Dear Readers, At the onset of this festive season, we bring to you a riveting, celebratory and insightful festive edition of your very own MARKSMAN! This issue is our basket of wishes to all our readers thanking you all for your encouragement, suggestions and unstinted support. We shall continue to strive towards excellence; learning and raising the bar at each leap! The coming few months, beginning Diwali to the New Year, are going to be full of merriment and ebullience. Ring in the revelry with our cover story on Festive Marketing! Read on how companies hit full throttle with promotions, offers and advertising campaigns to leverage the occasion. We hope you appreciate the element of surprise! Our special story shall take you through some intriguing and creative Guerrilla marketing. Indulge yourselves with MARKSMAN traditions such as TWEETS, ITS ALL ABOUT AD-ITUDE, REWIND and get acquainted with our new addition “SQUAREHEAD”! We, at Interface are overwhelmed by the increasing number of entries we have been receiving in response to our call for articles. We take this opportunity to thank all our readers for their enthusiasm and for making our job more challenging- we love it! Keep writing in! We would also like to congratulate the winner of our featured articles section Mr. Abhimanyu Sukhwal. Our featured articles shall take you through the unique, penniless marketing of Old Monk; explore how 4Ps are being used to sell not just products or services but also socio-politico awakening, case in point, AntiCorruption campaign by Anna Hazare; next we open the Pandora‟s box claiming- All Marketers are Liars.
We hope you enjoy reading this issue as much as we did bringing it to you! Until the next issue, in memory of the great visionary- Steve Jobs. “Stay hungry, stay foolish!”
Cheers !! Team – Marksman The Interface – The Marketing Club of SIMSR
OCTOBER 2011
01
CONTENTS COVER STORY
03
06
SPECIAL STORY
FEATURED ARTICLES
THE REGULARS
02
New!
THE MARKSMAN
COVER STORY Is it as bright as the festivities?
"It's not enough that we do our best; sometimes we have to do what's required." - Sir Winston Churchill
introduction of new products, discounts and offers, and promotion campaigns. So basically any special promotion offer going on during the period between this time can be classified as festive marketing.
The extended festive season is here! It goes on for about a month and a half, and for the religiously inclined Indians, itâ€&#x;s also an auspicious time to do purchasing. And the marketing departments of all companies, big or small, know of this opportunity and are geared up for it , ready to go that extra mile to rope in customers.
What is festive marketing? The onset of the festival season is from Onam and it lasts till Diwali, and in between there are festivals like Durga Puja and Dussehra. So during this period, almost all of India has one or the other festival being celebrated and companies have the opportunity to push their products and to this end, they come up with various offers, either advertising it on a pan India scale using ATL(Above The Line) Marketing or have separate BTL(Below The Line) marketing campaigns region wise. Majority of the players increase their marketing spends by nearly 30-40 per cent, along with the
OCTOBER 2011
What’s in it for the companies? In a country like India, where purchase decisions are mostly driven by emotions, the holiday season comes with a big bonus of reminding the customers about the Indian culture by associating it with products. Festivities provide a very good opportunity to reconnect with current and prospective clients or customers. Companies can plan out effective marketing strategies during the festivals that will help in making a better connect with customers or clients, and this
03
COVER STORY is exactly what the companies do. They will go to any extent to lure in the customers in the festive season and make them loosen their purse strings even if they are unwilling, especially in the recession and post-recession recovery period.
How do they go about it? As is evident, festive time is a big opportunity to increase sales and so companies leave no stone unturned to gain as much advantage of this seasonal increase in consumer‟s willingness to buy. Looking at previous trends, companies see a 30-50% jump in sales figures during the festive season. And to achieve this, they spend accordingly too. Companies like Sony and Whirlpool spend anywhere between 100-150 crore towards ATL and BTL promotion during this time which includes television and print commercial, OOH(out of home), cinema and shop front advertising. These advertisements usually talk about a promotional offer or scheme that the company is offering, and these schemes are designed keeping the demography in mind which is evident from the fact that different areas have separate schemes.
04
If we look at the offers being extended this time around, Samsung India has rolled out the “Samsung Smart Utsav” offer, valid from September 10 to October 31, 2011, under which the company is offering gifts worth Rs 150 crore. Also, on the purchase of any Samsung product, consumers are assured of gifts like DVD packs, 3D titles, DVD player, Blu-ray player and 3D glasses. The company has targeted around 30 per cent growth for the festival season and has rolled out a host of new products with the main focus on its Smart television range and its home appliance product ranges. Departing from consumer durables and going into the service sector, Uninor had announced the launch of its special Durga Puja Campaign called „Kom Damey Besi Kotha‟ which translates to “more talk for less price”, for both
THE MARKSMAN
COVER STORY
Kolkata and West Bengal circles. The campaign was offering more talk time, hence more value for money for Uninor‟s customers in Kolkata and West Bengal during the festival season. The festive offer for Kolkata customers includes up to 60% discount on all calls.
Are consumers buying into it? During the festive season, people are interested in buying new things and companies target this propensity of the customers to introduce some very attractive offers as mentioned before. Now to a customer, who is already willing to buy a product during the time, it is an added bonus to get a free gift or a discount on a purchase, but these are not the people the companies focus upon. Their prime targets are the consumers who are on the borderline of purchasing the product and the promotional offer swings their decision in favour of the purchase. Also included
OCTOBER 2011
in the target audience are people, who did not think of purchasing the product, but seeing a very lucrative offer, indulge in impulse purchasing or think that because of the limited nature of the offer, they can miss it and end up purchasing. These kinds of sales are the ones which account for the increase of about 30-50% in the sales figures of a company. So to conclude, we see that the deals on offer during this auspicious season make for a win-win situation both for the consumers as well as the companies because both get something out of it and even though Lord Leverhulme, the British founder of Unilever said “Half the money I spend on advertising is wasted, and the problem is I don't know which half “ such is not the case during festivities. Companies do recover the extra money spent on the IMC (integrated marketing communication), so go ahead and spend. These offers won‟t last just like the festivities!
05
SPECIAL STORY You will find it at the moment you do not expect it! And the moment you notice the advertisement and start thinking about its message they have, what they want – your attention and interest. Guerrilla Marketing is a brilliant idea, involving the customer in a surprising and an unconventional marketing activity. It should stand out from the saturated advertising landscape by being fun and not bothersome. It distinguishes itself from other promotional tools by its „surprise effect‟. The aim is to irritate, fascinate, and animate the consumer. Guerrilla Marketing strategy is based on imagination, unconventionality, and flexibility instead of market power, enterprise size, and marketing budgets. Some of the Guerrilla Marketing Weapons are:
Ambient Marketing Ambient Marketing tries to approach the customer individually through the place
06
of contact. It can be a medium with good potential to bring attention to a brand or a product in a creative way. Following is an advertisement for Rejoice conditioner in Bangkok, Thailand. "To untangle all this, use Rejoice conditioner“
Presence Marketing- marketing for being there It entails making the business name recognizable and familiar. Fortune advertising agency has come up with a very strange way to create awareness about Johnny Andrean‟s hairstrengthening product launch.They
THE MARKSMAN
SPECIAL STORY
substitute passenger handle in public transportation to demonstrate how strong your hair turns by using their new product.
Ambush Marketing Deals with attacking out of the blue!!! For instance, at many major events one brand of a particular category pays a high price to be the exclusive sponsor, which leaves their competitor in the dark. Ambush Marketers then find a way to grab eyeballs by presenting their brand in connection with the event, since it attracts the attention of thousands of visitors and also viewers on TV. Big bazaar came up with three different hoardings:
Experiential Marketing Itâ€&#x;s becoming easier for us to tune out and ignore advertisements today. So experiential marketing aims to give you an experience rather than send a oneway message. Experiential marketing lets you interact with the product and associate your immediate emotional responses with that brand.
Keep West-aSide. Make a smart choice! Shoppers! Stop. Make a smart choice! Change Your Lifestyle. Make a smart choice!
OCTOBER 2011
07
SPECIAL STORY Excellent action developed in Amsterdam for fitness first international chain of health clubs. In order to remind us our lack of physical activity, they installed a scale at the bus stop bench. Just sit down at the bus stop and your weigh will appear on the billboard. A perfect way to ruin your day and start thinking about some abdominal exercises and jogging.
Guerrilla Marketing in the Marketing Mix Companies often operate according to their traditional marketing philosophy, but Guerrilla Marketing for single campaigns is different. Here the balance in the marketing mix shifts towards one of the 4 P‟s. Around 70% of the campaigns put their focus on promotion. The remaining 30% place their focus equally on price, place ,and product.
The following examples are campaigns where the focus is on one of the 4 P‟s. Here it is:
By pulling the paper towel out of the box, the level of the overall paper towel pile decreases. The user can not only see the decreasing pile, but also the effect that the use of the paper towels has on the rain forests in South America. With this simple example WMF tries to redirect the attention of the user towards WMF‟s interest to maintain the rain forests.
Guerrilla Pricing (10%) The focus of Guerrilla Marketing strategies can also be pricing. It describes a new way to differentiate itself from the rest of the competition.
Guerrilla Promotion (70%) In most cases Guerrilla Marketing appears in the form of promotion. The non-profit organization WMF supplies one of the numerous examples of Guerrilla Marketing promotion with its slogan:“save paper – save the planet”.
08
Customers of the electronic retailer Media Market were promised to get back their money if they bought TV‟s
THE MARKSMAN
SPECIAL STORY before the Soccer European Championship in case the German soccer team won the tournament. Many people took the opportunity and bought one or more TV‟s. In the end Germany did not even get through to the final round and the customers did not receive their money back. Media Market was the winner.
Guerrilla Distributing (10%) The distribution of a product can also be a special experience for the customer. Even though books have a hard time surviving competition from other media, the famous Harry Potter series by J. K. Rowling proved it wrong. Knowing fully well that young readers were waiting for the new book release and wanted to buy the book at the day of publication, book shops, retailers, and delivery services in many countries offered special services to customers to buy or to receive the book at midnight in order to be one of the first to own the book.
A lot of fans came to book stores dressed in Harry Potter‟s costume to buy the first copies. Others were willing to pay extra to get the book delivered to their homes at midnight.
Guerrilla Product (10%) The packaging, the form, and the brand can be a vehicle for Guerrilla Marketing. For example Kellogg‟s introduced its Drink „n Crunch cup shown in the picture below. The cup allows the customer to have cornflakes-to-go. The one-person-portion in the cup only needs milk in addition to make it a snack that can be enjoyed not only at home. This makes the cornflakes an alternative to chocolate bars and other sweets.
Done poorly, guerrilla marketing can make your company look like a nightmare. Done correctly, it is one of the single most powerful marketing tools.
OCTOBER 2011
09
FEATURED ARTICLE One would never imagine that a tenacious soldier could turn into an anticorruption crusader brilliantly executing an amazing series of checks and counterchecks leading to an eventual checkmate.
Product The entire movement picked up the right pulse of a wide-permeating national issue of corruption identified as the latent need of every Indian. Anna himself, with his charismatic leadership, Gandhian persona, patriotic background and lack of political affiliations proved to be the right candidate for Indians to entrust with such an onerous task. The core part of offering was attacking corruption through use of a strong anti-corruption Lokpal (ombudsman) bill in the Indian Parliament giving greater power & independence to lokpal and lokayuktas supported by the following tangible entitites:
• Hunger strike (fast) unto death at Jantar Mantar (Delhi) • Gandhian topis with “I am anna hazare” written on them
10
• Other products in the category working for similar causes were „anticorruption activists‟ turned supporters like Kiran bedi and Baba Ramdev • Movement organized on the lines of similar „Independence for India‟ campaign by M.K. Gandhi
Brand The central brand of the campaign was “Anna” (main „mascot‟ of movement) himself –acting as a challenger brand to established names in Indian political domain. Brand “Anna” skilfully executed most of the 8 credos of effectively doing more with less.
Price
Price which is the cost to target audience for benefits offered by the movement was time, effort, lifestyle changes, psychological and legal risks (friction with authorities and law) due to participation in the movement. This was strategically, significantly reduced by branding it as „non-violent‟ civil resistance.
THE MARKSMAN
FEATURED ARTICLE Place The high profile movement sparked a viral outburst of protests across the nation while doing justice to a multiple hub and spokes model initially targeting key major cities and then the lesser news-grabbing regions. Decision making was centralized as opposed to channelizing movements & minor tactics.
the campaign formed the perfect recipe for viral marketing.
Promotions The entire movement fits to be a perfect example of Integrated marketing communication with its “India against corruption” campaign by effectively using various vehicles of advertisement and promotions like website (http://www.indiaagainstcorruption.org/ , http://www.annahazare.org), social media (Facebook – 5.26 lakh likes & twitter), telephonic IVR & missed call services ( 2.5 crore claimed missed calls), customized games www.annahazaregam e.com). The entire campaign had a high Social networking potential further strengthened by celebrities and leading activists alike. The entire campaign was skilfully planned and tactfully executed. By targeting the right social hubs, market mavens & masses suffering from corruption (directly or indirectly)
OCTOBER 2011
Modern marketing at its best Once visionaries & radicals like Baba Ramdev, Kiran Bedi and Arvind Kejriwal were wooed, it seemed only a matter of time before the alphas (NGO‟s, activists, publics, PR) followed. The bees (message spreaders) seamlessly spread the message to the mainstream which even touched the laggards (high classes of the nation nonchalant to / benefitted by the prevalent corruption) to create a resounding roar which made the political big shots quake in their boots. It may be too early to conclude whether or not the entire movement will make a difference to the problem of corruption plaguing our country. However, one can‟t deny that the nation just witnessed one of the most effective marketers in disguise - „Kisan Baburao Hazare‟, or „Anna‟ (big brother) Hazare who demonstrated the 7 stages of Marketing Judo with unprecedented perfection.
11
FEATURED ARTICLE "All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that $225 Pumas will make our feet feel better and look cooler than $20 no names. . . and believing it makes it true." -Seth Godin in All Marketers Are Liars: The Power of Telling Authentic Stories in a Low Trust World. Marketers today are storytellers. In a quest to “give people what they want”, they seem to have erased the line between fantasy and reality. And all this is fine with the consumers too – they love to hope. They love to believe that Fair and Lovely will indeed be the path to the career of their dreams, as a pilot, a newsreader, an actor or a model.
Men, so what if you do not have either good looks or money? As long as you have fresh breath women will flock to you.
12
Objectively speaking, using one specific type of pen never guarantees good marks in examinations. Neither does drinking a particular brand of beverage suddenly make a person a dare-devil. However, TV commercials in India have somehow managed to convince consumers of the same. But it is not that marketers are lying outright. All consumers have certain innate desires and advertisements attempt to portray that perfect state not as a dream, but as a reachable reality. The special touch added by marketers is the image that it is only by using their specific product can the consumers achieve what they desire. It is this hope that makes today‟s men believe that the perfect suiting is indispensible to being the “complete man.”
THE MARKSMAN
FEATURED ARTICLE Marketing communication is designed such that consumers miss the fact that products do not guarantee results. The “Conditions Apply” clause is inevitably written in some obscure corner in fine print. These practises ultimately mislead consumers and trick them into trusting make-believe products that are portrayed to be the best, cheapest, of finest quality, unique and most-effective all at once. Today in an era of increasing advertising clutter, companies are finding it hard to occupy a niche place in the minds of the consumers. Further, a saturation point in innovations in some products seems to have been reached. Understandably, there is a limit to which a detergent powder, for example, can be made desirable. After the power cleaning beads and fragrances have been incorporated, there is little left to innovate in the product. It is now that marketers resort to creating hype around their products, in the hope of attracting consumers. Now comes in the promise of a lifechanging experience.
But in the long run is it really worth it? Failure to meet the tall claims eventually
OCTOBER 2011
disappoints consumers and discourages repeat purchases. Advertisements that promise too much and not deliver may also meet with marketing disasters, tarnished brand image and legal woes. In 2009,
Vaibhav Bedi, a 26-year-old man filed a case against HUL, which owns the Axe brand of men grooming products for „cheating‟ and causing him „mental suffering‟. He cited his failure to attract any girl at all even though he had been using Axe products for over seven years. Axe advertisements suggest that the products help men in instantly attracting women. The need is a balanced approach towards advertising. While marketers must communicate the benefits of products as creatively and convincingly as possible, practices that attempt to blatantly fool customers should be done away with. Ethics should always be an integral part of all marketing activity.
13
FEATURED ARTICLE Old Monk: What is it about the squat, dark, oddly shaped bottle that Indians don‟t seem to get enough of? What is the magic of Old Monk that never dies? What is the basis of the unquestioning faith that the Old Monk drinker reposes in the brand? I will start with a little introduction of the brand, especially for the nonalcoholics. Old Monk or Buddha Sadhu, as we often refer to it, is dark rum blended and aged for 7 years. There is also a more expensive version, the Old Monk Gold Reserve, which is aged 12 years. Old Monk is an Indian Made Foreign Liquor (IMFL) brand that finds itself in almost all bars the world over, and is usually the least expensive drink on the beverage menu. It has an alcohol content of 42.8% and is produced by Mohan Meakins Ltd, based at Mohan Nagar, Ghaziabad, Uttar Pradesh. It is the 3rd largest selling rum in the world and is often called India‟s own cult brand, probably an answer to Harley Davidson, Starbucks and Apple‟s cult status.
14
For the past 35 years, Old Monk has not changed its bottle and neither its taste. Good brands, it is said, try to build a relationship with the buyers. Old Monk has built a romance. Some say (read UB Group‟s Mr. Vijay Mallya) that Old Monk has a niche of its own, as it is priced lower compared to the other alcoholic beverages of its category. As such the sales cannot be compared to that of Bagpiper, for example. Whatever the reason, Old Monk is known as the “Scotch of Rums”. And though it may be inexpensive to many, it is never cheap. So, the question that naturally arises is why the success? A funny, bald, old man beaming from the bottle label surely isn‟t that attractive. So how does this leading IMFL brand sell more than 125 million cases each year? The answers are manyBrand Loyalty, Low Price or sometimes even Nostalgia.
THE MARKSMAN
FEATURED ARTICLE and retires, new years come and go, but the Monk remains, as Old as he can get. It becomes a close friend, a confidant and a keeper of memories. It is said that Brand Loyalty ensures that sales keep coming. But Old Monk drinkers are not merely loyal. They are Brand Fanatics. They become hardcore devotees of the brand and are typically very addicted. Word of Mouth does the rest. So, the question that naturally arises is why the success? A funny, bald, old man beaming from the bottle label surely Jagdeep Kapoor, founder and Managing Director of Brand Consultancy firm Samiksha, says, “Often we use a product because our parents did.” -One of the many reasons for the success of Old Monk. 35 years old banker Prakash Tandon quotes, "My grandfather introduced it to me…….and now I can‟t seem to drink anything else.” Indian customers tend to stick to a brand as long as the taste and quality are maintained. Being priced towards the lower side, Old Monk is a drink for India. It unites the diverse castes, creeds and social strata and differentiates among none. It is automatically the first choice of the college student, being one of the most inexpensive drinks on the counter. After that, the student grows up, matures
OCTOBER 2011
The only form of promotions visible is the InStore Promotions in the form of danglers and counter-top and shelf stickers. People get rich and shift to Scotch and Vodka, but a bottle of Old monk never seems to leave their beverage racks. It is not rum, not an alcoholic drink, not a hard day‟s night. It is a companion that makes strangers friends, never lets one feel lonely and a companion that is always there, in grief and merriment. This ensures Mohan Meakins that the moolah continues to come even with penniless marketing.
15
SquAreheaD
With new additions to team Interface comes new talent and fresh ideas to take the newsletter to the next level. This is one such idea we, the Team Marksman have given a try. Presenting to you, SquAreheaD, an anime version of all that's happening in the world of marketing. Hope you readers will love it !
16
THE MARKSMAN
REWIND
In Greek, Nostalgia literally means pain from an old wound. Itâ€&#x;s a twinge in your heart, far more powerful than memory alone. Nostalgia is like a time machine. It goes backwards and forwards, reinventing the wheel of memories.
happiness and satisfaction. It was a game which had no politics, just the charm of a sport. The Television a.k.a the Idiot Box cast its spell to aplomb to attract people towards the stall and enter into exploration mode.
Interface, true to its name, introduced people's current illustrious face to the young ambitious one while they were still students. The whole setup was designed to bring alive a sense of belonging. The interface stall, the wheel of fortune kept alumni engaged and literally on their toes. It was a test where no one could fail. It was an exam where the only emotion was
There is something peculiarly special about the Kal, Aaj aur Kal factor. The movies tapped it, some advertisements did as well. But you witness its power when you see it happening right in front of your eyesWhen you see the mark of respect in alumni's eyes for a professor who imparted knowledge to him/ her. After all Education is the real Interface to Success !
OCTOBER 2011
17
ITS ALL ABOUT AD-itude ! PRINT AD
TVC
Brand:The Times of India Ad Agency: Umbrella Design
Company: Coca Cola Ad agency: McCann Erickson
This Diwali, Coke makes us walk down memory lane by telling the tale of a group of youngsters. These friends decide to light diyas in memory of all the wonderful moments they have shared together. It‟s time for the TOI Lokhandwala Durgotsav 2011 and it is here to remind you that this is the time for everyone to forget all their differences and come together in celebration . After all, “Faith is Individual, Celebration is Universal”.
The shortcut by-lane that always saved their lives, the wall that was made the wicket in countless games of gulli-cricket, “Bahadur” - the guard at the Girls‟ Hostel, the “romancewalarock”, the canteen table and so on.
The brilliantart work has a stunning mix of convention and modernity. We see Durga, with all her elements of divine glory, in a funky new avatar. Going against the norm, instead of using flashy and bright colours that are generally associated with festivals, especially Indian festivals, the colour palate has been kept very muted and soothing.
By lighting two more diyas, Coke makes us celebrate all the bits and pieces that made our lives fun filled. This ad represents what Coke is all about- something that you celebrate with. The ad instantly makes a connect with the audiences on an emotional level. It says that Coke has always been a part of all these moments of joy and sorrow and will always remain that way. Wherever there is a celebration, there is Coke!
Its off-beat, eye catching and gives a fresh twist to a traditional tale.
OCTOBER 2011
18
TWEETS Apple Inc stunned Wall Street by reporting results that missed expectations for the first time in years, blaming rumours of the new iPhone for hurting demand in the September quarter. For any other big company, a 54 per cent increase in profit and a 39 per cent jump in revenue would be enviable. For Apple though, weak sales of its star product - the iPhone were enough to overshadow everything else when it reported fourth-quarter results.
Come 2012 and BMW will be launching the iconic MINI brand in India. MINI will bring their entire product line up to India which consists of the MINI Cooper hatchback, the MINI Cooper Coupe, the MINI Countryman, the MINI Cooper Convertible, and the MINI Clubman. The price will start from Rs. 25 lakhs for the MINI range of cars.
Czech automaker Skoda is lining up a new compact car Citigo for India, the small car originally planned for Europe. The company has not been able to crack the bigv olume compact car segment in India with the Fabia, and it now plans to launch new products in the lower-end of the market to corner higher numbers and market share. Marquee ethnic wear chain Fabindia has acquired majority stake in the UK based women wear retailer EAST. The New Delhi-based Fabindia has the option to buy the balance stake and take full control of the foreign retailer within a year, said a top company executive.
19
THE MARKSMAN
TWEETS Apple Inc's iCloud service, part of its first product release since the October 5 death of Steve Jobs, may cement the loyalty of millions of consumers lured by Jobs's pioneering mobile devices over the past decade. The service will automatically store photos, songs and other files on servers at Apple's data centers and sync them with all of a customer's gadgets.
Dish TV's latest commercial talking about new offers finishes with the line; 'Itne mein, itna kuch. Kahin bhi pooncho'(so much in so less a price. Go and ask anywhere). Which is in direct contrast to the Tata Sky advertisement which says, ask questions.A cold war on the cards?!
Over the past week you might have seen a cute blue monster peeping out of television sets, newspapers, hoardings and web pages. Say hi to Bisley, the new friendly neighbourhood mascot for bottled water brand Bisleri which has returned after almost 2 years !
OCTOBER 2011
20
BUZZ THE CROSSWORD
Across 1. Which company recently launched this new mascot? The name of the company can also be said to be the generic name of the product category. 2. This mountain was the inspiration for the logo of which company? 4. Which brand was invented by Alexander Liepa of Montgomery, Ohio for the US Army, known especially for its packaging. In 2006, it released its product with either trivia questions or jokes in red or blue ink. 6. General Purpose Epoxy Compound of Mahindra, was called _________. This division was later sold to Pidilite.
Clues
8. Mansukhbhai Mahadevbhai Kothari once noticed that some customers at a shopwere getting impatient with the time taken to get their favourite item. which company did he start after this.
Down 1. Which Bollywood actor had a company named, "Golden Wafers", before he came into the glamour world? 3. Engaging you, Achieving Together, Passion for Innovation, Very Human. Connect this to a company whose earlier logo is given. 5. To which company would you associate this character? 7. The CEO of this company is a civic activist, an art collector, has also authored „Ale and Arty,â€&#x; a coffee table book about brewing beer. Identify the company?
Answers: 1.Bisleri and the mascot name is Bisley(across) 2.Toblerone 3.Nokia 4.pringles 5.Pepsi 6.mseal 7.Biocon 8.Pan parag 1.Boman Irani(down)
21
THE MARKSMAN
CALL FOR ARTICLES NOVEMBER 2011 Articles can be sent on any one of the following topics*: •Will the tablet "Akash" bring the desired change in Tablet landscape & will it have ubiquitous acceptability? •Re positioning of Blackberry from corporate to youth. •Destination branding *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 from 500-600 words and MUST be replete with relevant pictures that can be used to enhance your article. 3. Send in your articles in .doc/.docx format with font size 11 (Arial) to: interface.newsletter@gmail.com 4. Subject Line:Your Name_Institute Name_Course Year. 5. Kindly name your file as:Your Name_Topic The best adjudged article will be given a winner's certificate. Deadline for submission of the articles: 11:59 PM , 14 November 2011.
OCTOBER 2011
22
To subscribe to "The Marksman", Follow the link:http://interfacesimsr.weebly.com/the-marksman.html OR drop in a mail/contact us at : interface.newsletter@gmail.com Subject line: Subscribe: Your Name_Institute Name_Course Year
COVER STORY
SPECIAL STORY
Upveen Tameri
Hinal Shah
ITS ALL ABOUT AD-itude ! Tilottama Sanyal
SquAreheaD
REWIND
COVER PAGE
Pallavi Srivastava
Pallavi Srivastava Tillotama Sanyal
Vishal Thakkar
TWEETS
BUZZ
DESIGN
Upveen Tameri
Sujit Mishra
Vishal Thakkar
Follow us at: http://www.facebook.com/simsr.interface
23
Website: http://interfacesimsr.weebly.com
THE MARKSMAN
Happy Holidays !