EDITOR’S NOTE Dear Readers, It gives us great pleasure to bring to you another interesting issue of our very beloved Marksman. We have curated for you a broad spectrum of interesting articles that should enhance your understanding of marketing. In this edition, our Cover story for the month is about one of the hottest trends in marketing; ―REMARKETING!‖ The place where the seller connects to the visitors to the website who haven‘t made purchase or inquiry yet. Read the Marketing Faux Pas to know FACEBOOK errs and way it dealt with it. Brand Markive takes you through the recent journey of an American Telecommunication company ―Motorola‖. The Special story talks about ―CONTENT MARKETING‖ which stresses more on the content of the marketing for customer base expansion and customer retention. We would like to congratulate this month‘s call for article winners –Kratika Singh, SIBM-Pune and Devarshi Patel, BIM-Trichy whose articles have been featured in this issue. For the remaining entries, we would like to thank you all for your incredible response and encourage you all to keep writing to us with the great enthusiasm. We‘d also like to hear back from our esteemed readers on how you find this issue. Your feedback is valuable for us! It helps us improve our magazine. Enjoy Reading! Stay with us on www.interfacesimsr.com/index.php/marksman Follow our Facebook page for more updates.
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Tweets
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Content
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It’s All About Ad-itude
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Brand Markive
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Cover Story: Tele Marketing
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Special Story
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Marketing Faux Pas
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Hall-mark Campaign
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Pioneer
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Rewind
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Bookworm
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Kickstart
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Featured Article
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Square Head
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Buzz
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TWEETS
#soundersmarch Seattle Sounders FC, a rookie soccer team will celebrate their first MLS Cup championship with a rally through downtown Seattle after it won. Fans will have a chance to celebrate their MLS champion Sounders in Seattle as a victory march was scheduled at Westlake Park on Fourth Avenue and Pine Street. This is a great way to increase team awareness, create emotional connect and increase fan base by extrapolating event as trend on tweet.
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TWEETS #charitytuesday It is an initiation by the Charities Aid Foundation (CAF) based in U.K. the campaign has helped to raise ÂŁ6,000 a minute for UK charities and broke the world record for most amount of money donated online in 24 hours! It is the UK‘s number 1 trend, with more than 4.5 million people doing something to support a good cause on #charitytuesday. This charity event, occurring periodically on Tuesday, is carried around the world including the US, Canada, Russia, Germany, Spain, Singapore, Australia and Brazil. Huge donations are being collected for army troops, girl child, refugee etc. .
#FreeChargeKiyaMatlabCashMila Online recharge company called as freecharge, has taken a great opportunity from the current demonetization dilemma the whole India is facing. Launching and popularizing its scheme of 20 bucks cashback on 20 rupees recharge along with other schemes has created a tornado in terms of brand popularization, app download and putting it miles ahead w.r.t its competitors. .
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IT’S ALL ABOUT AD-ITUDE Print Ad: Samsung Apology AD A full-page advertisement was taken out in the major newspapers by Samsung to offer an apology for the Galaxy note 7 smartphones. Due to the faulty battery in a significant number of sets, many of them exploded. The electronic giant issued a full recall and promised to fully investigate the phone. Samsung is still investigating the device development and manufacturing processes to fully reveal the reason of this issue and what caused the device to catch fire. Galaxy Note 7 was firstly released in August, but it suffered from severe flaws in its design that led to overheating of the phone. The customers faced the same problems even after replacement. 9 people have been injured and Samsung has received more than seven hundred reports of malfunction so far as per the reports; according to a November fourth statement from the US Consumer Product Safety Commission. Last week approx. 85 percentage of the devices had been returned. A Similar move was carried out by Volkswagen to apologize for the deceived emissions regulator scandal in November 2015.Both of the companies are running these apology ads in the US only.
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IT’S ALL ABOUT AD-ITUDE TELEVISION AD : Amazon
Amazon is launching an ad before black Friday shopping bonanza during which the customers spend billions with the internet retailer. The ad includes an Imam and a Vicar exchanging gifts. The company says that they are aware of the sensitivity of the issue of portraying an interfaith friendship between religious leaders. Simon Morris, advertising director at Amazon thinks it is an authentic and charming story. The ad was launched in the UK on Wednesday night, against the Backdrop of US election.
The campaign, which was made by London ad agency Joint, shows Vicar and Imam buying each other knee pads after their religious duties give them knees issues. Both of the characters are real. The Vicar is from Green church in west London, while the Imam is the principal of the Muslim School Oadby in Leicester. The founder and CEO of Amazon, Jeff Bezos tweeted his congratulations to Trump, saying he would give him his most open mind and that he loved it. When asked, the reaction of Amazon‘s chief executive and founder, Jeff Bezos, who tweeted his congratulations to Trump, saying he would give him ―my most open mind‖, Morris said that ―he loved it‖.
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BRAND MARKive Motorola Motorola is a well-established brand, a Fortune 100 multinational company which performs businesses across the world market and enjoys a 20% world market share in the electronics segment, dealing with telecommunication technology, and is leaders in electronics equipment like pagers, cell phones, semi-conductors and microchips. This company has adopted an effective marketing strategy to grow its business in the targeted market segments, and customizes its products to suit the needs, wants and demands of these segments. It‘s the second largest mobile phone manufacturing company in the world that provides quality mobile phones with latest upgrades in technology, at highly subsidized rates. Their edge lies in the provision of quality products at low cost and high emphasis on research and innovation.
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BRAND MARKive . Prior to the iPhone frenzy across the globe, Motorola with its Razr series used to rule the market. Even before Android, Motorola phones were fairly popular and used to offer the most innovative features, like the back flip. In August 2011, Google acquired Motorola Mobility in a whopping $12.5 billion deal that wrapped up Moto‘s handset business. Post this, the Google company announced a couple of new Android handsets. The Moto G and the Moto X were an instant hit abroad. After Moto X, the company launched the Moto Maker, which allowed customers to choose from features like back panel and storage space, which made it specially customised for them. Motorola as a brand isn't new to India as well. Within no time, Motorola made a comeback in India and that too with a bang. The market back then was dominated by domestic handset manufacturers and the consumers didn‘t have too many options from the global players. Motorola was aggressive with its pricing and it stirred the market. The company launched its popular Moto G first which sold like hot chocolate. The day it was launched in . Within five months, Motorola claimed to have sold over a million smartphones in India India, approx. 20,000 units were sold out on Flipkart within an hour of going on sale. Moto preferred ecommerce website Flipkart over offline retail shops. With just two smartphones in its Indian portfolio, the third launch was a special one. Motorola had organised press conferences in a few selected countries and the Moto E was unveiled to the world for the first time in India. Post its takeover by Lenovo, owing to such divergent and creative strategies, Motorola has had a year on year growth rate of approx. 44% in the market, clearly indicating the manner in which this brand has taken the market by storm after being literally called off from the mobile phone industry by experts.
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COVER STORY ReMarketing Have an AD ever popped up in front of your laptop screen from a site you have previously visited ? Have you ever wondered why? This means that you are a target of one of the hottest marketing techniques right now. REMARKETING. Remarketing is a marketing technique in which the company targets its users who may or may not make an immediate purchase or inquiry. This technique helps you to position targeted Ads in front of a well defined audience who had previously visited your website as they browse something else in the internet. When we talk about any marketing technique the first thing that comes to our mind is why? There are various benefits of remarketing: 1.It gives us an access to people when they are most likely to buy our product. Remarketing provides timely touch points of the users to the company‘s website app when they are most engaged. 2.It helps in increasing our reach as we can reach any user who may be browsing through over 2 million websites and mobile apps. 3. It helps the companies reach the customers when they are searching for your company 4. It helps the companies to set efficient price for their products. Types of Remarketing Techniques: Standard Remarketing: Showing ads to your past visitors as they browse through different websites. Dynamic Remarketing: This technique helps
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us to take our marketing to the very next level by including the products and services that the people had previously viewed on the website. Remarketing for mobile apps: Showing ads to people who have previously used the mobile app or mobile website as the user is browsing through some other mobile app or browsing some other mobile websites. Remarketing lists for search ads: Shows ads to past visitors as follow up search for what they need even after leaving the website. Video Remarketing: Shows ads to people after they have visited your channel on youtube and revisit youtube again and browse Display network videos, websites and apps. E-mail Remarketing: Shows people ads when on the basis of their emails they use Google search, youtube or gmail.
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COVER STORY
COVER STORY
HOW DOES GOOGLE REMARKETING WORK The process is quite simple. When you visit a website, the website place cookies on the website visitor machine when they meet the criteria. After this the cookie ID is added to the remarketing list. One can have a multiple list with a wide range of criteria. For example you target those visitors who have visited your website but has not purchased any item.
REMARKETING FACTS TO MAKE YOU RETHINK YOUR ENTIRE PPC STRATEGY 1.Remarketing Conversion rates increase Over Time It has been found that the conversion rates increase as more users see the ads. Yes, the click-through rates decreases over time but people who do click on the ads after seeing it few times become twice more likely to convert.
2.The Whole Remarketing ―Creep Factor‖ is Ridiculously Overblown Well, if you look at the thousands of display ads and compare the impact of ad fatigue on remarketing display ads vs. nonremarketing display ads like Managed Placements, Keyword Targeting, In-Market Segments, etc. and it is surprising to know that those so called ―creepy‖ ads fatigues at half the rate of non-marketing ads. And why is it that none of the those so called ―beware creepy remarketing‖ don‘t
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A child suggesting her mother to smoke
COVER STORY
have any data to back up their argument .It is because this whose argument is a waste of time.
3.Facebook and Google Display Network Offer the Best Reach At this point of time , Google display network and Facebook offer the highest reach for any remarketing campaign. Google has reach upto 90 percent of total net users online out of which 65 percent of them login everyday. Facebook on the other hand has more than 1.4 billion users, billion of whom login everyday. become the number conversion technique for customer conversion.
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4. Search Ads Convert the Highest But Display Ads Aren‘t Far Behind Display ads are moving very fast in trying to become the number conversion technique for customer conversion. REMARKETING CAMPAIGN BEST PRACTISES: 1.Exclude conversions from your target audience To reduce the budget on existing customers or the customers who have already purchased from us, remarketing provide us with that option to do so .For this you have to create a separate list of website visitors. We single out the people who have generated a conversion and then we exclude that list from our target group. For this we need a custom combination remarketing list. 2.Use Display Targeting to Optimize the Traffic and Maximize Conversions Display networks has the ability to identify additional placements to generate more customers for the business by using Google. Google provides this option by analysing your historical data. This option can be activated by using the target optimisation section in the display network tab in any display campaign. There are two ways in which this can be done- aggressive and conservative. 3.Filter Out People Who Do Not Spend Enough Time On the Site There are two types of website visits-good and bad. A website is said to be good when a users spends some time on the site, visiting several pages along the process and showing interest in the website. On the other hand a bad visit is when the user leaves off your
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COVER STORY website right away. Any standard marketing targets both good and bad website visits. The goal should be to minimise the remarketing campaign to the bad visitors. Thus will save us money and increase the effectiveness of our ads. 4.Create Custom Ads Based On the Specific Page a Person Visited One of the major remarketing strategy is to create custom ads and land landing pages which depends upon the pages a user has visited on the website. When people see relevant ads instead of general ads ,it maximises the chance of generating a new conversion. 5.Set Up Website Category Exclusions The last but not the least thing that one should do is to exclude our campaigns to show u in irrelevant placements. One can find this option at the bottom in the Display Network tab , under Site category options. It is highly recommended to exclude ), juvenile, gross, bizarre, profanity-laden, error pages and any other site category that doesn‘t fit.
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RLSA: Remarketing lists for search ads or otherwise known as RLSA is a feature that lets us to customise our search ads campaign for people who had previously visited our site and then tailors our bids and ads to the visitors when the visitor is searching on Google and search partner sites. When people don‘t buy anything from your site , for example , this list for search ads help us to connect with these potential customers when they continue to search for the same item using the Google search. We can set our bids, create ads or select different keywords by keeping in mind that these customers had previously visited our website. Remarketing lists is being used for these kinds of customisations .
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COVER STORY WHAT MAKES SOMEONE CLICK ON A RETARGETING AD? There are mainly 3 things that make a remarketing ad successful: 1.Targeting the right audience at the right time with the right offer. 2.There‘s an old saying that what we see is what sells. That stands here too. We need an eyecatchy banner or image to catch the attention of the user. 3.There should be a Call-to-Action which should be simple yet actionable. That should guide the user towards the directed action you want him to take. COST OF REMARKETING A normal remarketing price tag is far lower than a standard pay per click search campaign. An average Google PPC search ad has an average cost per click of $2-$3. On the contrary a remarketing ad has an average cost of $0.25-$0.60. MAJOR PLAYERS: •Perfect Audience •AdRoll •Retargeter •Google Adwords In conclusion it can be said that remarketing is a very powerful tool which when integrated with a well planned strategy can help us generate very effective results. The main advantage that they have is that their client has already shown interest in purchasing the product. As the amount of investment is less , remarketing is not only available to large corporations but also to the medium sized and small companies who has moderate budget to support their campaign. Plus it comes with an added advantage that it is aimed at those people who are already interested in our product which brings us higher conversion rates which means that there is a high return on our investment.
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Special Story Selling through Content The Present and Future Of Marketing Ever since the invention of printing press by Johannes Gutenberg, marketers have kept the world filled with content. Starting from pamphlets moving to newspapers it went on to radio and then television. Post 1998, with the advent of the internet, marketing through content got a whole new dimension. From slow dial up connections with texts and a few pictures, we now have moved to the crazy broadband and 4G speeds availing videos, live streaming, hangouts and what not. But before going any further, let us first clear what content marketing actually is. Content Marketing consists of creating and distributing relevant quality content in order to increase one‘s customer base and retaining the existing one. Over the internet, it can be done through articles/blog posts, social media posts, E-newsletters, graphics, videos, podcasts etc. Businesses show interest in content marketing as it has a very strong impact on customers influencing their decisions and creating value for different brands. As the speed of our internet connections rose, the number of advertising channels increased proportionately. Sitting in 2016, the customers have got enough sense to ignore advertisements and continue with their work over the internet without paying much heed to the disruptions. Tools like ―Ad-Block‖ have given them the power to filter out online advertisements at once. As the advertising trends change, people keep finding new ways of ignoring them. For example, when YouTube plays forced advertisement on its videos people tend to mute it or surf other tabs while it is being played. This strategy may backfire sometimes and customers tend to move to other available mediums for being irritated by the advertisers. This is the reason why content marketing has now riveted the minds of marketing gurus and mangers.
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SPECIAL STORY “John Deere‖ started its operations in 1837 manufacturing agricultural and forestry machinery. They introduced a magazine called ―The Furrow‖ in 1895 to provide farmers with information on farming techniques etc. The educational content of the magazine was taken up well by the farmers. As a result the value of brand John Deere increased in their mind leading to more sales. A similar kind of example is of ―Jyskebank‖, one of Denmark‘s biggest banks. They were spending a lot of money sponsoring football tournaments without any sure paybacks in terms of number of customers. They decided to set foot in content marketing by launching their own business television channel i.e. ―Jyskebank.tv‖. The move was aimed at creating their own audience by creating information videos on their own platform. In the Indian context, we have ―Byju‘s‖, an education company that provides preparation lessons in few of India‘s entrance tests. This is done through their website called ―byjus.com‖ and classrooms in different cities. They have a YouTube channel where they provide few free videos of their courses. Through their YouTube channel they do content marketing for the subscription of their courses. As a result, ―Byju‘s‖ now has over 20 thousand subscriptions. Content marketing if compared to traditional advertising has many upsides. Creating good content over the internet requires lesser money than advertising through some other channels. If one has a content channel, the audience/potential customers tend to spend more time on it than on the advertisements that are forced
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on to them. Once one starts acting like an information or resource channel, the audience is likely to develop certain trust in them. This correspondingly transforms into the trust on their brand and that too in the long run. Also the search engines generally rank websites based on the quality of content and the one with better content are likely to grab attention of viewers. But in this chaotic online world with so much of on hand data available, how one goes about content marketing in one‘s business? The answer is simple: Strategize. First one should try to find their key knowledge, skills upon which they want to target their audience. Whether it is a small firm or a large, there is always an area where one has the knowledge skill to communicate on. For example, an apparel store can provide content about the latest fashion trends etc. In previously stated example of ―John Deere‖, their knowledge area of expertise in agriculture and they banked upon it. The second aspect of content marketing is the content tilt i.e. how much appeal your content has different than others. The content may be more or less same but it should have some distinguishing feature that appeals to the audience. For example, there are a million videos and channel for cooking, if one wants to create a YouTube video and wants it to be seen, it has to have a distinguishable feature. One of the features leading to successful and effective content marketing is identifying the audience. It is suggested to start with focus on one niche audience and later on diversifying into other areas if need be. ―John
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SPECIAL STORY Deere‖, for example, only focused on farmers and earned their trust. ―Huffington Post‖ too started with only one kind of articles and later expanded to other fields as well. The most common way that people use to market content is through social media. While it is good to have presence of social media, but relying completely on them might not seem as good an option. It is so because such content is regulated by third parties and it is always risky to have others market us when they themselves are competing with us. Our Facebook page may have a million likes, but it will always be upon Facebook how much of our content will get shared. Therefore, we should always try distributing it through our own channels and seek for email subscriptions. Providing content to the right audience at the right time through the right medium is what businesses are looking forward to right now. Google trends show a significant rise in search of the keyword ―content marketing‖ post 2011 and rightly so. The idea is to always stand out in the crowd by doing it differently. Deere‖, for example, only focused on farmers and earned
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their trust ―Huffington Post‖ too started with only one kind of articles and later expanded to other fields as well. The most common way that people use to market content is through social media. While it is good to have presence of social media, but relying completely on them might not seem as good an option. It is so because such content is regulated by third parties and it is always risky to have others market us when they themselves are competing with us. Our Facebook page may have a million likes, but it will always be upon Facebook how much of our content will get shared. Therefore, we should always try distributing it through our own channels and seek for email subscriptions. Providing content to the right audience at the right time through the right medium is what businesses are looking forward to right now. Google trends show a significant rise in search of the keyword ―content marketing‖ post 2011 and rightly so. The idea is to always stand out in the crowd by doing it differently.
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Marketing Faux Pas How Facebook Went Wrong In Measurement What if companies like Facebook go wrong with their maths. Yes, it has been the third time since September; Facebook has revealed more errors in its measurement of adeffectiveness. It has inflated the average number of times video ads are viewed. Moreover, the company also has recently found a few more areas where its calculations went wrong. It includes the measures of a page‘s audience and the time spent by the users in reading Instant Articles. Facebook had counted daily visitors twice, for which the page owners will now see a fall by an average of 55%. Also the Article Publishers have seen time-spent numbers 7% higher than the actual amount of time users spend reading.
which active pages are a pipeline to convert into more business, get hit the hardest. They may easily shift to other alternatives like Google, which offers an equally broad and. engaged audience through its search engines, ad network and YouTube.
But Facebook‘s management knows how to improve the way it serves its client every single day. It is trying to pacify the concerns of advertisers by launching a measurement council. It understands the importance of trustworthy clients and so it deserves to be credited for being transparent about its findings. The dominance it has in the ad market, will keep many brands and publishers coming back regardless.
Also it has miscalculated Referrals in its Analytics for Apps by around 6%, by counting the clicks that were directly to an app or website but also on posts via apps or websites, which included clicks to view photo or video. Whatever may be the cause; such measurement errors are bad for Facebook and its potential ad buyers. Such inaccurate data can lead to wrong decision making on how to spend ad dollars by many of the Facebook‘s advertisers. Small businesses, for
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HALLMARK CAMPAIGN Tinder Now On Apple TV: dating goes public Online dating app tinder has just surprised its users with an unusually cool offering. In a unique promotional strategy, tinder has released a set of home-made videos depicting its integration with Apple TV. So right from the comfort of his couch, the user gets an option to swipe left for a pass and swipe right for a possible hook-up, using his Apple TV remote. All it needs is the Tinder app loaded on ios platform.
situations users will find themselves in while swiping on their Apple TV" says Tinder CMO Ferrell Mcdonald. In a series of funny scenarios, a girl asks her grandma if she is using her tinder account to browse profiles on the Apple TV. ‖Nope‖, she answers. Age is definitely no bar gauging the popularity of this app. In a more classical setup, couple of friends using tinder argue over the word ―right‖ being actually right or not. Through this innovative campaign, Tinder has \. also given a glimpse of old-school matchmaking. In this era of increasingly complex relationships, it‘s really our near and dear ones that have a high success rate in choosing a suitable partner for ourselves. It makes us think why arrange marriages can never go out of fashion, be it any culture. So in case you share Tinder‘s optimism and are daring enough to involve your relatives in This also means that your personal life is no this thrilling game played in dating arena, the longer personal. Everyone in the living room instructions for your Apple TV are plain gets to have a say in your dating life. This is simple and given below. just what is depicted in the digital advertisements. "From a Friday night of swiping with your friends, to Mom staring at your next Saturday night date, we wanted to showcase the many humorous situations
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PIONEER JACK-MA
Jack Ma, the founder of Alibaba, failed in his primary school examinations twice, thrice in his middle school exams. He failed his entrance exams thrice, and was rejected from Harvard 10 times. The second richest person in China was also the only person to be rejected out of 24 people by KFC in China, and to top that off, he was even rejected from the Police forces. After getting an exposure of the Internet in US, he went back to China, and wanting to start yet another venture, he convinced 17 of his friends about starting an online payment system and package transfers from his apartment. This venture which started in his apartment, known as Alibaba, wasn‘t profitable in its first 3 years, and was only 18 months away from bankruptcy. The company eventually got funding from Softbank and Goldman Sachs. In 2014, Jack Ma led Alibaba to the largest IPO in the US financial history, at $25 billion, which was more than the IPOs of Facebook, Google and Twitter combined. He heads an e-tailer which sold $18 billion worth of merchandise in a single day. This is more than the combined sales figures of Flipkart, Snapdeal and Shopclues for a year. Constantly being ranked as one of the 30 most influential men in the world, Jack Ma.
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PIONEER and was still happy about it. This underlines his biggest strength, humility Jack Ma teaches Chinese style martial artsTai Chi, at Alibaba. The attendance is mandatory for employees, and his vision is that one day people will remember him above all as a Tai Chi master, rather than solely as the founder of one of the world‘s largest e-tailers. This comes from a person valued at $27 Billion. Jack Ma met his wife Zhang Ying while studying at university. They both worked as teachers. She is also one of the founding members of Alibaba, and they have a son and a daughter.
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Jack Ma‘s story is more startling because he did not study management, still cannot read accounting reports, and was never good at math. He scored 1 out of 120 points in the math portion for his college entrance. Ma never heard the word ‗computer‘ in his childhood, even though he has a tech company. The uncanny persistence shown by Jack to reach the pinnacle is proof enough for anyone struggling in life that no series of failures can stop you from realizing your dreams. As Ma says: ―If you don‘t give up, you still have a chance. Giving up is the greatest failure.‖
THE MARKSMAN
REWIND FCB ULKA COMSTRAT 2016 This year 17th December 2016 marked the history on the pages of Comstrat FCB ULKA. To start with FCB ULKA Comstrat, 21 year old now, is a completely different type of case study competition which works on the strategic advertising. It allows the students participating to brain storm and come up with some unique idea for the brand involved. This year the case study was on Titan Raga. The Interface Committee of KJ Somaiya Institute of Management Studies and Research with the help and guidance of their faculty members made the event possible and of course a huge success. Starting from the day the case study was launched, the whole team started working on it. As the day came close , there was a series Pre Buzz activities organised within the college campus like snatch the watch, rhythm and raga to name a few. Looking at the people coming up to participate in these activities, one could make out the amount of zeal people had for the event. 17th December the event started with lighting of the lamp, and facilitation of the chief guests Mr Saad Khan,Mrs Ruta Patel,Mrs Arti Basak. Thereafter was showcased an amazing video summarizing the whole journey of Comstrat.
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REWIND This was followed by some really good presentations which brought in some unexplored prospective of Titan raga. While the judges took the decision, there was an exciting brand quiz organized. There after a unanimous decision was taken where SP Jain Institute of Management Studies hand the first prize followed by KJ Somaiya Institute of Management Studies and Research, and MICA. And this way the evening came to an end with fresh memories and lot of learning and experiences. Behind the scene of the whole event was one crazy deal. People worked day and night to make it worth. The whole event went out smoothly without any glitch all thanks to the team.
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BOOKWORM “Permission Marketing” - By Seth Godin Seth Godin in his book ―Permission Marketing : Turning Strangers into Friends and friends Into Customers‖ wonderfully explains "Permission Marketing"—the path breaking concept that enables marketers to shape their message in a way that consumers are willingly to accept it. In an age where marketers believe that marketing is all about cramming brand messages down people's throats ,Seth Godin has tried to think differently about how to advertise products and services. Whether it is innumerous Commercials that audience have to go through before the movie they are waiting to watch starts or the TV commercial that breaks into our favourite match, traditional advertising works on the concept of drawing attention. Seth Godin has tried to break the monotony by emphasising on the fact that people have a wide variety in terms of choices and they are in a position to pick and choose the messages they want to hear. Seth Godin calls the traditional marketing approaches Interruption Marketing and says that Permission Marketing offers consumers incentives to accept advertising voluntarily. Permission marketing is an aim to focus on prospective customers who have a genuine interest in the product or service.
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This book is an amazing read and is a must for future marketers to be able to deal with the changing landscape of marketing in the years to come
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KICKSTART REDESYN The startup provides a personalised social shopping experience by giving relevant content curated from travel bloggers, food bloggers, adventure enthusiasts, musicians, fashion influencers on a single page. “Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, The startup has been witnessed a huge growth lately. The credit to this growth goes what is happening.”-Coco Chanel to their content marketing strategy and With time, one thing that keeps changing collaboration with mentors like ThinQbate constantly is fashion. Before you realize it, a and Varun Vummidi,Business Head,Citrus. new trend is out there. Thanks to the They used the face value of celebrities to designers out there, we can maintain a pace promote them. Ayushmann Khurrana, Irrfan with the changing trend. Smriti Gupta a post Khan, Sidharth Malhotra, Ranveer Singh, and graduate from NIFT,Mumbai had a slightly a couple of other Bollywood celebrities have different view. She saw the designers working been spotted wearing the Redesyn label. insanely to design and photograph the garments. But most of them went unnoticed. These experiences, along with her observations, helped Smriti spot the enormous amount of demand for unique and personalized apparel. She discussed this with few of her friends and a brain child was taking shape. Somewhere in mid-2014Smriti, Shikhar Vaidya and Pratyush Singh co-founded REDESYN, which started its journey as SINSFOREVER but was rebranded as REDESYN to enable better brand recall and alignment with its With 16 categories and 30 designs each on ethos display and 500 new styles every week, Smriti says, ―We want people to know that run-of-the-mill clothing has had its day. We want them to express their identity, their style statement, powerfully, guilt-free and now.‖
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FEATURED ARTICLE
INFLUENCE OF EXPERIMENTAL MARKETING IN INDIA DEVARSHI PATEL,BHARATHISADAN INSITUTE OF MANAGEMENT The Kumbh Mela, where many brands vie to get themselves noticed. One promotion that stuck out was HUL‘s ‗roti reminder‘ for its brand ―Lifebuoy‖. The largest FMCG Company partnered with more than 100 dhabas and hotels to serve rotis stamped with "Lifebuoy se haath dhoye kya?" (Did you wash your hands with Lifebuoy?). This is the marketing which will make customers recall the brand, every time they think about the event. Experience matters!!! ―A lot of times people don‘t know what they want until you show it to them‖ -Steve Jobs
As the researchers say, the selling of products is shifting from just selling the core product benefits to selling experiences. The Experiential marketing is in high focus nowadays, as the number of brands providing the similar products has increased, so the feel and experience of the brand can only make its product stand out in this sheer competition. Also, it is one of the most effective marketing strategy as it is focused towards a particular group of people. Experiential marketing along with other traditional ways can give better results for a brand. It has become vital for a brand to interact with the customers directly, and one of the efficient tactics to do so is via experiential marketing
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FEATURED ARTICLE Interacting with customers, not just selling the products, but by making them experience it, which they will remember and retain for a long run. The experience is imparted to the customers with different types of experiences, which are Sense, Feel, Think, Act and Relate. The retention of brand by such experience will create a likability and the sense of belonging to a customer, in a way creating emotional brand connect with the customers.
There was a very interesting recent campaign done by Philips Lighting to get its brand recognized. They had done the ―Change Karo, Save Karo‖ campaign in its 6 targeted cities and targeted malls on some selected days.
This campaign was delivered as a game competition, but Philips made sure that its positioning of ―Save Money‖ is delivered and instilled in the customer‘s mind. In India, a lot of studies are going on to figure out the investments done in Experiential Marketing by the companies, the figure that is available in various research paper is about Rs.10,000 crore. Though as compared to commercials, this tactic proves to be less costly. It used a simulation based game to engage the customers. This game integrated the electricity bill and the electricity usage concepts. They also distributed some prizes to the winners of the game. This increased their brand image in a segment which is too crowded.
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In India, people usually have more spare time as compared to other countries and that‘s what a marketer wants, to stay connected with a customer for longer time and make the customer impel to buy your product.
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FEATURED ARTICLE In India, effectiveness of such campaigns is increasing as the customers are more emotional towards a particular brand as compared to other countries. Recently, Ola used Experiential Marketing for launching its Ola prime, for an elite class customer. It roped in ―Formula one Driver Narain Karthikeyan‖ for picking and dropping customers. Ola also roped in several other celebrities for this campaign. It did this to create an unforgettable image and to make their customers trust them. Ola has only one competitor – Uber, and there is rarely any differentiation between the services they offer. So, only by giving better experiences they can differentiate their brands. Over the recent years, the investment made by brands in experiential marketing has increased manifold. Brands nowadays use extensive technologies, digital media for promoting their campaigns of experiential marketing
The increase in the number of brands in various segments in India forces every brand to create a different experience. But there is also another side of this tactic, which focuses on its consequences in India: 1.The effects of the campaigns will last for very less time, in an over-crowded market like India. 2.The event should have a connection with the brand‘s products, else the customer will face a difficulty in relating the event with a brand. In a competitive market like India, a brand needs to use different ways to connect with the customers. Not only brands but the movie releases are also finding out different ways to connect to its fans and create a hype in India. Taking the latest example of the trailer launch of the upcoming film Raees, the trailer was launched in nearly 3500 screens all over India, in 9 different selected cities through advanced UFO technology of video conferencing, using which fans can have a live interaction with the actor. It has helped the film to increase its buzz exponentially. Nowadays Digital Marketing strengthens the effectiveness of Experiential Marketing through social media. Experiential Marketing is evolving rapidly in India and I believe it is the future of marketing.
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FEATURED ARTICLE Effect of demonetization on FMCG sector of India Kratika Singh, Finance, SIBM- Pune, 2016-2018 In the wake of bumper monsoon and the Seventh Pay commission, the hopes of FMCG (Fast Moving Consumer Goods) sector, experiencing a relatively better sales in the festive quarter were high. However, the decision of the government to ban the use of legal tender of Rs500 and Rs1000 effective from November 9 changed the entire story. This was due to the fact that FMCG sector is primarily a cash driven sector and these two tenders formed 86% of the currency in circulation. The Indian FMCG market is estimated to be $47.3 Billion industry with a CAGR of 11.9% in 2015. The effect of demonetization on this sector has been multi fold. The most prominent was the decline in sales which was mainly due to two reasons. The first is the channel through which the sales take place. Most of the sales are done through traditional channels like the small retail shops in which very few of them have a point of sale machine. As a result the transactions are done in cash. As per an estimate India had a little over 1.3 million EDC (Electronic Data Capture) and 700 million credit and debit cards which were used to shop in organized sector like various brand outlets and supermarkets. In fact these channels showed a growth of approximately 15% during this time on a year on year basis.
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To reduce the brunt of the decision faced by unorganized sector, merchants in cities adopted mobile wallets to a large extent but the problem still existed in rural sector which accounted for 35% of sales in 2015. The internet penetration in these areas falls under 15% and the idea of digital inclusion is just a dream.
[Source: Research Report-India FMCG by IBEF] Apart from the lack in cash, another reason why the sales of FMCG sector have dipped by almost 20% is the psychological influence of the uncertainty prevailing in the market. Consider the month of November when there were long queues outside the bank and the ATMs. Those people who managed to get the cash tried to either save it or spend it on necessary expenditures because they were not sure about the guidelines of RBI regarding cash withdrawal in future.
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FEATURED ARTICLE Though they purchased the necessary item but the discretionary products did take a hit. The following chart shows the revenue of few top selling FMCG products. The sale of discretionary products like biscuits and chocolates were down by a staggering 50% in the week following demonetization which has now improved to 20-25% and is further expected to show positivity owing to the arrival of Christmas and New Year. As per a report of Trade Data Analytics, there is a drop of nearly 30% in transactions overall in FMCG market due to demonetization.
[Source: Research Report-India FMCG by IBEF]
DECEMBER 2016
If we talk about the retail network of FMCG big shots like Nestle, P&G, HUL and other players, it is very well developed with most of their products being available in the remotest location. These companies do not give credit to the distributors. However, distributors usually give a credit of 1 to 3 weeks to the retailers. After the demonetization, due to sales hitting low, the retailers found it difficult to pay back the distributors. Consequently, the entire chain got effected as distributors started taking less material due to lesser demand. This resulted in inventory piling for the company. Though the cash is expected to be replenished by January with nearly 60% being in circulation currently, it will take nearly two more quarters for the order to restore and operations to normalize as per the industry stalwarts. Due to the declining sales and the problem of cash crunch in the market, companies have cut back their advertising expenditures and also postponed their product launches. This list includes ITC, Dabur, Britannia, Marico, Perfetti Van Melle and Parle. Although they are all bullish that the situation will improve in coming months. To get an idea about the performance of the FMCG sector as a whole, the FMCG BSE index can be looked upon. The index has declined by over 8% since 8 November. Figure 4 shows the performance of the sector with respect to
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FEATURED ARTICLE the Sensex. Although Sensex has also captured the impacts of demonetization, but the underperformance of FMCG index shows how badly it has been hit. The following figure shows the movement of the BSE FMCG index post demonetization-
[Source: moneycontrol.com] Though demonetization will help curb terror funding, corruption and promote digital inclusion among the masses, yet the decision did not go down well with the FMCG sector. The firms are hoping that customer demand of the products especially the discretionary spending increases in the next quarter and once the cash is fully replenished into the market, there is a sudden surge for purchase of products. References: reports.dionglobal.in/Actionfinadmin/Reports/FDR0108201343.pdf http://indianexpress.com/article/business/banking-and-finance/demonetisation-cashwithdrawal-banks-plan-to-add-10-lakh-pos-devices-by-march-end-online-transaction-cardswipe-4412644/ http://economictimes.indiatimes.com/industry/cons-products/fmcg/fmcg-companies-slashmarketing-spends-postpone-new-product-rollouts/articleshow/56027402.cms www.moneycontrol.com http://money.livemint.com/news/equity/closing-bell/indian-benchmarks-extend-losses-forthird-straight-session-514229.aspx http://www.livemint.com/Money/TFGVoRXzSI0PoVcZK37zSJ/FMCG-Tough-times-tocontinue-in-wake-of-demonetisation.html
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SquareHead
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BUZZ Across
Puzzle 1
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5 6
2. _____launched by barkha dutt and shekhar gupta 4._____ is New venture by a popular news anchor 6. _____Ronaldo winner of ballond or fourth time 7. ________nair became first player to convert his maiden century to triple century
Down
2) Print 5) Sindhu
CLUES
1._______ to swap unwanted gifts for free burgers in the US 3. _______chopra recently appointed unicefs goodwill ambassador 5. _______recently beat world no 1 to enter super series semi final
1) Burgerking 4) Republic 7) Karun
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3) Priyanka 6) Cristiano
Answers
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The TEAM TWEETS by Suhita Pant It’s all about AD-itude by Anchal Pandey Brand MARKive by Devarshi Sil COVER STORY by Abhishek Bhardwaj SPECIAL STORY by Shivam Dixit FAUX PAS by Chumi Talukdar HALLMARK CAMPAIGN by Saurbh Sharma PIONEER by Deep Shah BOOKWORM by Urvashee Borah SquAreheaD by Jishnu BUZZ by Rohit Radhakrishnan KickStart by Shruti Sharma PROOF READ by Deep Shah Shruti Sharma Urvashee Borah DESIGNING by Chumi Talukdar Shikhar Sodhani Shruti Sharma PROMOTIONS by Jishnu R Rohit Radhakrishnan
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