The Marksman Sept '11 by The Marksman

EDITOR’S DESK SEPTEMBER 2011 Interface-the Marketing Club of K.J Somaiya Institute of Management Studies and Research (SIMSR) proudly present to you the September issue of “The Marksman”. On this occasion, we would like to thank all our readers for the overwhelming response for the past three editions. The cover story for the September issue is “EVANGELISM MARKETING”. The article informs us about how brands get personality and personalities become brands, and how people become brand ambassadors just because of their belief and perception about it. It sure is a promising read for those who wish to devour information beyond text books. The secondary story, “Volkswagen - breaking the clutter” will talk about the marketing strategies adopted by Volkswagen in terms of media and advertising after being a late entrant in the premium segment of an already competitive Indian car market. We also have articles covering the Re-branding of Hero Moto Corp ,Faith Marketing and Marketing of luxury goods. We would also like to congratulate Mr. Akshat Malhotra (SIBM,Pune) for his article of Faith Marketing being the best entry amongst the many articles that we received. Our regular section of bookworm, tweets and Buzz will surely appeal to all our readers. With this issue, we would also like to welcome our Junior Marksman team, who now would take the baton and ensure the Marksman light shines in the months to come! Happy Reading!

Cheers!! Team –Marksman Interface - The Marketing Club of SIMSR

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COVER STORY EVANGELISM MARKETING Some brands enjoy a very strong word of mouth while others don’t. The answer to this mystery might lie in what is known as Evangelism Marketing… In an age where small firms struggle to make it big and big Brands compete to become even bigger, winning over the consumers mind space and pulling them to the market place is a game that has chartered various dimensions. It is a constant race to reach out through the TV, print media, radio jingles, outdoor promotions and others to take control of all the senses of the customers. But there is more to marketing and promotion strategies than what meets the eye. What influences customers to choose a particular brand over another? Is it plain advertising or is someone influencing them? Some brands clearly get much more Word of Mouth than others. This month, we try to explain this trend in the light of Evangelism Marketing.

the product or service, simply to provide benefit to others. As evangelists are not paid to promote the brand, their beliefs are perceived by others as trustworthy and credible. The word Evangelism means “bringing good news”. It is a term associated with Christianity and refers to a practice of spreading information about a particular set of beliefs to others in order to make them believe in these set of beliefs. Hence, the marketing term rightly draws from the religious sense, as consumers are literally driven by their beliefs in a particular product or service, which they preach to others in order to convert them.

What is evangelism marketing?

Guy Kawasaki, the former chief evangelist of Apple Computer, is considered to be the Father of Evangelism Marketing. He be-

Evangelism Marketing can be thought of as an advanced form of Word Of Mouth Marketing. Companies are turning the tables around and are now working on developing customers who believe so strongly in the product or service that they freely try to convince others to buy and use it. Hence, the customers become voluntary supporters, actively spreading the word on behalf of the company. Unlike in Affiliate Marketing, where companies provide incentives in the form of money or products to its endorsers, evangelist customers spread their word and try to attract new customers out of pure belief in

lieves that people become evangelists simply to make the world a better place. Kawasaki is recognized as being one of the first

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COVER STORY to use evangelistic methods to promote a get customers to bite. brand through a blog, a concept which Focus on making the world, or your indusspread like wild fire in the marketing com- try, better. munity. A complaint from a customer is a god sent gift! Creating Customer Evangelists Now as intriguing as it sounds at first, the fact is that these Customer Care services help convert already loyal customers into influential and enthusiastic evangelists. Customer Experience Research firm TARP found that customers who complain and are satisfied are up to 8% more loyal to the company than those who had no problem at all. When customers become truly thrilled about their experience with a product or service, they become candid "evangelists" for the company. This group of â&#x20AC;&#x153;satisfied believersâ&#x20AC;? can be converted into a powerful marketing force to become a growing "Creating Customer Evangelists", a book by influence on customers. Ben McConnell and Jackie Huba, explains how companies like IBM, Krispy Kreme Doughnuts, The Dallas Mavericks, South- Facebook Facebook west Airlines and many others have successfully built their customer base with the Facebook is increasingly becoming an inevihelp of targeted marketing programs involv- table tool for marketers. Reasons: Creating ing their biggest fans. These programs have a Facebook page is free of cost, very easy produced hosts of unofficial salespersons and creates an instantaneous pathway to who proved to be an inexpensive and pow- evangelists. erful marketing force. The book outlines You may not realise this, but every time the framework for developing evangelism you hit the like button on a Facebook page, you become an Evangelist. When you inmarketing strategies in six simple steps1. Continuously gather customer feedback. teract with other fans on a fan page on Facebook, that interaction is sent through 2. Freely share your knowledge. 3. Create effective word-of-mouth net- your news feed, which goes to all your friends, thus urging them to see what the works. 4. Encourage communities of customers to page is all about. A fan page surfaces questions, problems or meet and share. 5. Devise specialized, smaller offerings to issues that people are facing and can create

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COVER STORY an immediate fix-it list. It gives the company

a feel of what resonates with fans by the number of comments and "likes" people give on each post. Thus, a Facebook fan page can be a strong indicator of how well a brand is doing. Apple took the first bite

Macintosh. This gave rise to what is now called “Software Evangelism”. Apple formerly had a "Why Mac?" evangelist site. Then the company ran “Get a Mac”,which gave PC users numerous reasons to switch to Macs. Several third-parties still host and maintain Apple evangelism websites. What’s your Starbucks Idea? Starbucks Corporation, the world renowned Coffee company, opened its doors to its loyal customers in 2008 by starting an online community for them in 2008 called

The Evangelism Marketing movement started at Apple Computers in the 1980s, with the launch of the original Macintosh. It was Guy Kawasaki, Chief Evangelist, who helped popularize the idea of a company evangelist by uniting the developer community to write software specifically for the Mac. The primary function of an evangelist in the early days of the Mac was to convince software developers to write software for the

My Starbucks Idea. This website was designed to invite suggestions for products or services and feedback from customers. During it‟s first year, My Starbucks Idea generated over 70,000 ideas through the website and close to 50-60 changes were incorporated based on customer suggestions. HOGS! Harley Davidson has been into Evangelistic Marketing for a long time now. Harley

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COVER STORY

Owners Groups(HOGS), an initiative by Harley Davidson is a common platform for Harley fanatics to interact with each other. This organization organizes local and international events like road trips, biking challenges, concerts, etc. for Harley lovers around the year. It is a great place to find people who share love for Harley Davidson bikes and it has grown into a dynamic community for biking enthusiasts.

take her photo. In her concerts, she recites the “Manifesto of the Little Monsters”, dedicating all her success to her fans. The official little monster greeting is the outstretched Monster Claw Hand. You would even find fans showing each other the Monster Claw out

Lady Gaga! She‟s just 25 and with 2 Grammys, more than 8 million albums sold worldwide, an army of diehard fans, she has the whole world singing to her tunes. Lady Gaga can be cited as a shining example of Personal Evangelism Marketing. She doesn‟t like the word “fans” so she calls them her “Little Monsters”. By giving her fans a formal name, they can freely relate to each other and feel like they are a part of an exclusive social group. She doesn‟t like professional photographers taking her photos but its ok when her fans

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on the street. Quite the brand recall don‟t you think? Whether it‟s her performance art style stage shows or her bizarre outfits, Lady

COVER STORY Gaga has created mass hysteria across the globe. With millions of followers on Twitter and Facebook hooked on to every action of hers, it‟s only fair to say that not only is Lady Gaga an outstanding artist, but is also a great Marketing Mind!

Evangelism Marketing can be particularly beneficial for small businesses and start-up firms. For instance, Yolkshire, a small business in Pune witnessed a 20% hike in sales after it was promoted on influential blogs.

Evangelism Marketing in India

Brands like Nokia, Reckitt Benckiser, MTV, etc approach digital agencies like Prinstorm India and Bloggers Mind to find bloggers and tweeters who are the right fit for their brands.

While we see Evangelism Marketing present in a big way in the countries of the west, the concept of evangelists is still in its nascent stage in India. Digital evangelists are now fast becoming the means for brands to connect with consumers and create a positive buzz around brands and new product launches in India. Karthik Shrinivasan, Mahendra Palsule, Gautam Ghosh, Jairaj P- these are people who feature in the list of India‟s 100 Most Influential People on the Web. Interestingly, almost 50 of these top 100 are virtually unknown names who have made a big impact on the Virtual World. Big brands in India today realize that these influencers on the web can make a big difference when it comes to selling their products and services. Aditya Swamy, Channel Head, MTV India in an interview said “By giving early adopters a special experience, they seamlessly become brand ambassadors.

The agencies then approach them to preview and evaluate the brands and create a buzz about them. In turn, they are provided with incentives that range from providing exclusive content and first hand reviews, to freebies and pay checks. They actively ask bloggers for feedback and use their networks to reach out to a larger community. Reckitt Benckiser used popular gadget and gaming bloggers to tweet and blog about their new game Urban Thrill. The company created the game so that it could connect with the youth. The incentive to play was that winners would get a ticket to a destination of their choice. By engaging the gamers through blogs and twitter, the game increased its online players four folds in just two weeks, thus creating more awareness and buzz around the brand.

When we launched Coke Studio, we looked for hardcore music fans who were active in social media to come and experience a recording first hand. MTV Roadies has become a cult today. Getting to see content before it goes on air is very special experience for these fans.”

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SPECIAL STORY

Volkswagen-Breaking the clutter

Redefines innovation, grabs maximum eyeballs, the most talked about!! Message innovation or just another media innovation?

fɔlksˌvaːɡən - The People‟s Car Volkswagen‟s marketing team focuses on its key brand pillars- innovation, to make a strong impact throughout the roll-out in India. Innovation was showcased not only in Volkswagen‟s product introductions, but also in its communications and advertising.

Road block in newspaperWhen it first started in India in November 2009, it combined its campaign with Times of India to bring out a successful roadblock that blocked out other ads and filled up the entire paper with its own ads, wholly or the innovation. But after this, one can expartly in thirteen of the twenty two pages pect advertisers to drill holes in other of the newspaper. This roadblock did grab a newspapers too. lot of attention and created awareness for the brand.

World‟s First Talking newspaper

VW Polo- Hole in newspaper The Times of India had a car-sized hole in its special edition, courtesy the Volkswagen marketing team who drove their New Volkswagen Polo through the eight pages. The hole, when aligned with the main edition showed the Polo car. The advertisement did stand out, and must have caught the attention of every reader. One doesn‟t know if Polo, the company that makes the popular mint candy called Polo- a mint with a hole, was happy with

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The advertisement was carried in some 2.2 million copies and a small talking device was attached to it. The talking newspaper ad created a sensation in India, and garnered worldwide attention for taking print advertising to a new level. But other than the initial shock of having to hear from your paper – the novelty wore off quickly – as there wasn‟t much detail to the voice message, other than usual marketing information.

SPECIAL STORY

Till date it is one of the most discussed and blogged topics and the most searched subject amongst the online community. So it wasn't just the ad that did the talking but got its readers talking about it too!

tisement printed on silver sheet that accompanied TOI. The jacket connotes the USPs of the allnew Jetta. Silver is VW communication color , thicker cover represents the quality of

Volkswagen (Toy car on logo) Billboard The Billboard had a VW logo and a small model of a Jetta which navigates through the logo and traces the path cut out inside the VW. This hoarding was an honest effort at doing something innovative and catching the attention of potential customers. Better if paid attention to details!! The company is trying to promote the brand more than the car itself as it can be seen in the picture the model car of Jetta was hard to notice. The model car moves so slowly that it takes some time for you to the car, and glitzy looks stands for the all new design of the new Jetta. figure out if it is moving or stationery. On a Downside: The excitement created by the media and the information provided How it could have been better?! by VW about Jetta is not that exciting. If their primary objective was to familiarize Glitzy silver printing diminished the appeal people with the logo of the brand, they of the car itself. Silver foil printing is new might have just fared better by displaying but the link between that and Jetta does only the logo and done without the car in not get established to a layman. motion or they could have made the car glow in the dark or used a bigger model to #anything4jetta- This campaign has make Jetta noticeable. taken Twitter by Storm

Volkswagen Jetta- paint it Silver

Grey Digital has designed a social media With the launch of the new Volkswagen campaign, wherein users need to post a Jetta, Volkswagen came up with an adver- wacky tweet on what they would do to win

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SPECIAL STORY

the all-new Jetta. There are multiple ways to participate, including mobile (texting or recording a message), posting one-liners, pictures and hilarious videos. The more active the involvement, the better are the chances of winning. Volkswagenâ&#x20AC;&#x;s proposition for the all-new Jetta was simple- that one can do anything

in its products or its advertising. Even its simple tagline evokes attention bringing both things to the front, one; that they are a superior German engineering company and two; that they have full confidence in their product lines when they say it is THE car and not A car!

Volkswagen Gallery POLO

JETTA to drive VW. VW decided to test their proposition with a simple question: Would you do #anything4jetta?â&#x20AC;? GOOD Number Score- Over the first three days, the campaign recorded 54,000 Tweets. Peak activity was as high as 2,900 tweets an hour, and the website received 100,000+ views in three days. The @volkswagenindia account also netted an incremental 4,000 followers, fostering a community for future activities.

BEETLE

Das Auto- The Car Through such campaigns VW clearly sends out a message that it is not ready to compromise when it comes to innovation, be it

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FEATURED ARTICLE MARKETING OF LUXURY GOODS - Divya Bhatia,Welingkar Mumbai “Why do I need to know how the watch market is doing? I‟m in the business of luxury”, Patrick Heiniger, Ex-CEO Rolex What you all associate with Tommy Hilfiger, Nakshatra, Armani, Nike, Titan, Levis, Wrangler, Bausch and Lomb, Adidas, Ralph Lauren, Marks Spencer, Prada and Christian Dior ! Luxury has never been something easy to define, yet this mystery concept is something highly desired by one and all alike. Luxury goods give the owner the psychological benefits of esteem, prestige and status. MARKET INSIGHTS Luxury good market in India is one of the most diverse and challenging market. The size of the luxury market in India is around $7.5 billion in 2009 & it is estimated to reach $30 billion by 2015. In India there is a great untapped opportunity for luxury business. Five out of ten wealthiest person of the world are from India. 1.7 million Indians qualifies as rich. Subdivision as (super rich, sheer rich, clear rich and near rich). These rich people can be well targeted by brands. India is still a virgin market for luxury goods. Companies like Swatch, Montblanc and Chanel are only ones represented in limited way. Source: www.cpp-luxury.com , www.siliconindia.com

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LUXURY PRODUCT MARKET

Source: A.T Kearney Research Report HOW TO GOODS?

MARKET

LUXURY

The 3 important features of a luxury brand are: 1. The brand itself 2. The reputation of the product or service provider 3. Price-value relationship of the luxury brand

And they have great story to tell Clearly marketing of luxury brand is more than selling a product. When you buy a branded bag or branded watch the purpose is not that you need bag that can be served by a normal bag or that you need to know time. So beyond the function there is something else. You need to have sense of

FEATURED ARTICLE Faith Marketing

- Akshat

Malhotra ,SIBM Pune

Strategies of marketers selling spirituality and related products and services dian context. Absence of a market leader also signifies it to be a blue ocean unexplored by many entrepreneurs. India being considered as a land of snake charmers for ages has now become an IT superpower, yet the belief and attitude shared by many Indians regarding spiritual products remains unshaken.

The alarm bell rings exactly at the time you set it up but you still feel a little sluggish. You take a shower, dress up meticulously and get ready to head towards the examination center. Of course, today is the DDay, for which you prepared year long. And you donâ&#x20AC;&#x;t want to mess up with anything. You leave home Many of us will go and sud denly 15 that extra mile to minutes down the drive buy these products you recollect that you as if they are a panahave forgotten to wear cea for all of our the amulet given by problems. All we your mom on the adneed is some expert vice of that distant aunt opinion and advice of yours. Is it wise to go to choose which back home or is it getproduct to use and ting too late? You figure when. Branding this it out that without product category wearing it; anyways can help in increasthere is no chance of ing the credibility of you excelling into exam. these items. An So you rush back to interesting thing is home as you have now Source: http://1.imimg.com/data/4/4/MYthat you pay a predecided to take that gi- 977126/religious_10471168_250x250.jpg mium price to buy ant leap of faith this such products which doesnâ&#x20AC;&#x;t gives even a time. fraction of guarantee that they will fulfill the This is the power exercised by lucky requisite you were looking for. Since it is charms, amulets, gemstones and different impossible to tell with absolute certainty yantras laming to bring all the happiness about whether any such product will serve and success of the world to you. And many its purpose, the best way to promote it is of us will even pay a premium price to use using the recommendation of opinion leaders these products. The global market size for such as Astrologers, Palmistry and Feng spiritual products and services is estimated Shui experts, Taro card readers, Zen and to be approximately $100 bn. And most of meditation experts. The advertisements of it is highly unorganized, especially in the In- the same can also be placed among vehicles

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FEATURED ARTICLE of mass media such as newspapers, magazines which will eventually help in spreading the word-of-mouth publicity among masses.

The typical Indian consumer always yearns for value and feels more confident about his purchase if it satisfies this basic premise. To increase the value factor, these products can be coupled with jewelry which guarantees some certain monetary returns to the customers and also to enhance the aesthetic value since the mystical power of these products can‟t be assured in a quantifiable manner to the customers. For this purpose, liaisons can be formed with large jewelry Source: houses such as Gitanjali, Tanishq, D‟Dmas http://www.oios.in/Om/astrology.jpg for below the line promotions. the users and inviting people to interact Since special products coupled with special with each other on real time basis where features come at a premium price, custom- everyone can share their expert opinion, ers now demand an extended period of myths and ideas with each other. service as well. Hence, to resolve the postpurchase dissonance if any, a help line is a With the proportion of disposable income must. Added to this, offers such as a “free increasing among Indians backed by the consultation with our astrology expert eve- ability and willingness to experiment with ry three or six months till one year of the luxury products, this product category purchase” can be clubbed with the prod- is definitely poised to see some action hapucts. Not only this, during non-peak hours, pening in next few years. As according to a similar help line can be used for telemar- Persian saying “Go and wake up your luck” keting and providing consultation by rings a bell with many of those who are charging a nominal fee from subscribers. yearning to raise their bar of success and How can we forget to formulate an online happiness filled life. Amen! marketing strategy? An interactive website can be used so that customers themselves can browse through vast collection of products available. Most of these products have a certain rituals on how and when to use it using mantras, shlokas etc. These methods can be provided on the website as a part of the package and as a limited feature for everyone else. Social media and public forums can be used to increase awareness among

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FEATURED ARTICLE Hero Honda Re-branding to Hero Moto Corp: Do you Like it? After its formal separation from Honda Motors, Hero Group recently undertook a massive rebranding exercise to appropriately position their parent brand “Hero” in the market and transfer the huge brand equity, loyalty and connect that the brand „Hero Honda‟ has enjoyed over the past 27 years of its existence, to the new parent brand „Hero Moto Corp‟.

The 360 degree advertising, leveraging almost all forms of conventional media platforms, ranging from print to electronic to OOH to social media, seem to be primarily focused on maintaining the customer connect and trust that the brand is known for since it launched its first product in joint venture with Honda Motors of Japan in 1984. One of the biggest challenges that the group faced was to reposition the parent brand “Hero”, which was traditionally associated with bicycles, as a trusted brand for motorcycles. All three brands, “Hero”, “Honda” and “Hero Honda” trigger three different emotions in the mind of the customers.

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- Pratima Rani, IIM Kozhikode

While “Hero” has been traditionally linked with non-motor based conveyance like bicycles, brand “Honda” is widely respected for its technological sophistication and excellence usually associated with Japanese brands in motor engine based vehicles. On the other hand, “Hero Honda” stands for an Indian brand with global quality and appeal in the psyche of its target segment. The advertising blitzkrieg intended to create the same kind of psychological association that Hero Honda created with its customers. Hero Honda, riding on the back of “Dhak Dhak Go” campaign, intended to instill a sense of pride among its Indian target segment for owning an Indian brand which directly appealed to people‟s heart due to its superior, world-class engineering and services. In the nutshell, it represented the aspiration and confidence of an Indian to take the world by storm and to announce with pride that we have arrived. The new series of advertisements, through its theme “Hum Mein Hai hero”, endeavors

to create the same connect with the customers. By highlighting that we all have the potential to excel and its more about confi-

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FEATURED ARTICLE dence in one‟s abilities than the abilities themselves, the advertorials attempt to push the real message, that “Hero” touches and is inseparably intertwined with every Indian‟s life. A completely new and appealing brand logo designed by London based Logo specialist Wolff Olin's was unveiled to mark the new nomenclature of the business enterprise, „Hero Moto Corp‟, reducing its previous name „Hero Group‟ to obsolescence. The new logo and name underlined its independent presence and identity in the Motorcycle segment, and successfully conveyed the message that the brand was no longer confined to bicycles and tricycles, but had shifted its trajectory to the next level of value creation and delivery. It also endeavored to allay any fear among its existing and potential buyers that it may not be able to be as successful in its new, selfdependent technology avatar. The series of advertisements, most catchy among which have been the television commercial with an attractive jingle by the celebrated Indian Music Maestro and Oscar

long commercial beautifully created by ace film director Anurag Kashyap under the supervision of Law and Kenneth Communications (India) Pvt. Ltd, are based on Indian

characters with strong determination and spirit indulged in different acts of heroism. It successfully portrays that Hero Moto Corp has the confidence and expertise, like resurgent India, to make big on the world stage. Overall, the new rebranding exercise seems to have hit the right chord among the customers and though it is too early to declare a verdict, it can be safely said that till now, it has been largely successful in avoiding dilution of brand equity of the group and has maintained the customer connect. And yes, I like it.

Winner A. R. Rehman, appropriately supported the message that Hero Moto Corp has matured to the level where it can take on the world on its own. The 2+-minutes

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NEW ENTRY It’s all about

Ad-itude!

This is the new section we are introducing where we will be picking good advertisements that touched a chord among the viewers.

Company: McDonalds Ad Agency: Leo-Burnett

Ad description : The moon dazzling in the starry night sky and hands (made of McDonalds‟ fries…lol) raised in a prayer. This is how McDonalds greeted everyone Eid Mubarak this year. This ad takes the cake away for sheer “simplicity”. Open palms and the Eid ka chaand... these are the only two elements which tell the entire story of the ad and create an instant emotional connect with millions across the globe. It‟s innovative, effective and just with the use of three colors -yellow, black and white, it sends out a clear message: Celebrate Eid with McDonalds. McDonalds has for many years been using such innovative advertising strategies to capture the minds of the people. This is a brilliant strategy of how well an International company connects with its customers on an emotional level by going “Glocal”.

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Company: Vodafone Ad agency: Ogilvy &Mather

Ad description: Storyboard: The ad shows a guy whose day starts by checking his Facebook notifications. He is hooked on to Facebook the entire day, updating his profile, uploading photos, spying on his ex‟s new catch and chatting with friends. "He's always on Facebook"-is the theme song of this TVC that promotes Vodafone‟s latest Facebook Phone- Vodafone 555 blue. The ad has highlighted all the special features of Facebook like instant notifications, status updates, pokes and so on. It instantly makes a connect with the fast moving, social networking youth who are high on Facebook. In this ad, Facebook truly comes alive in a grand musical Broadway like fashion with a delightful background score to go with it which makes it a fun watch.

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BOOK WORM BOOKWORM

Predictably Irrational By Dan Ariely “Predictably irrational”, makes an insightful read for all marketing enthusiasts. Nobody has better explored the unexplained, irrational consumer behavior towards decision making like Dan Ariely. The book questions the widely accepted consumer behavior theory of utility maximization. It is engaging, rebellious and ground breaking, yet simplistic in thought and process.

sions conveniently, ignoring other possible unseen causes. Dan Ariely at times seems to be making sweeping statements that could go either way.

Why to buy? At the heart of every marketplace are its people. The greatest skill a marketer can have is an understanding of people and what guides and influences their decision. The book shatters many long held doctrines about consumer behavior. First, consumers are independent individuals and consistent in choice. Second, consumers know what they want and thus their choices are rendered predictable. Third, consumers can gauge the value, as Ariely writes, “we know all the pertinent information about our decisions” and “we can calculate the value of the different options we face.” Dan, through this book has revealed how people get swayed by impulse, emotion and contextual feelings, falling prey to anchoring effects, immediate gratification, intrinsic and extrinsic motivators and endowment effect among others. The writing is riveting, funny, credible and smart.

About the author Dan Ariely is an Israeli American professor of psychology and behavioral economics. He teaches at Duke University and is the founder of The Center for Advanced Hindsight

Rating 3.91/5 (Courtesy : www.goodreads.com)

Why you might not buy? The book seeks to confirm irrationality with experiments. But the most obvious faux pas the book apparently makes, is of simplifying the results and drawing conclu-

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REWIND A RECAP OF INTERFACE EVENTS Event: Guest Lecture-PepsiCo Speaker: Mr. Tushar Srivastava, GM and Senior Key Account Manager of PepsiCo, Mumbai Date: Saturday, 3rd September, 2011 Venue: Seminar Hall, SIMSR About the Speaker: Mr. Srivastava has done his BA in Economics from Osmania University followed by a PG Diploma in Sales and Marketing from Rajendra Prasad Institute of Management Sciences. After his stint at P&G, he worked at Kellogs India as Area Sales Manager from 1998. He joined Pepsi in October 2006 as Key Accounts Manager in Modern Trade.

Topic of Discussion: Discussion on Sales and Distribution channels of F&B sector, structures implemented and problems faced in the supply chain.

Takeaways: For the students of SIMSR, it was a great experience to have a speaker from an esteemed brand like PepsiCo in the campus. Along with an engaging talk, Mr. Srivastava answered a wide variety of questions asked by the audience very enthusiastically. It was a much awaited event and greatly enjoyed by SIMSRites.

Parting Words: Inspite of all the glamour associated with it, PepsiCo and in general, the whole F&B sector is not a very easy place to work in. You have to be on your toes at all times making sure that you are at par or ahead of your competition. Make your future decisions wisely and I wish all the students here best of luck for the future!

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TWEETS It‟s no secret that Google has been ramping up its use of the Google Doodle. There seems to be a new one almost every day, and this outing is, despite being animated, one of the less ambitious. It doesn‟t sway with the movement of a laptop‟s accelerometer, or let you play a tune by clicking your mouse, as previous efforts have. It‟s just a dressed-up YouTube video. Google hasn‟t even bothered to hide the player controls. The proposed AT&T/T-Mobile an iconic business case saga and a take it as an easy way to become monopoly if U.S. Department of Juswith it

merger is shaping up to be judicial milestone. They market leaders and gain tice lets them go ahead

Reports of the loss of an iPhone prototype, the second instance in a year and a half, has created suspicion that the entire event could be a publicity stunt by Apple to market the device. In April 2010, Apple lost an iPhone 4 prototype that went missing in a bar just before its release. But Apple was lucky to get it back after it had been sold by a finder to tech blog Gizmo do for $5000. But this time Apple is having a tough time getting back its iPhone 5, which was reportedly sold on Craigslist for $200. Automobile major Mahindra, on Monday announced its five year association with the Buddha International Circuit (BIC). Mahindra will provide 25 Scorpios as the official support vehicles to the BIC, at its facility in Greater Noida. In turn, BIC is supporting the popular Mahindra „Adventure Initiatives‟ throughout the year like The Great Escape, the Monastery Escape - off-road rallies. As per the agreement, Mahindra will provide 25 Scorpios including 10 Scorpio VLX and 15 Scorpio Gateway to be used in the the October 30 F1 races. UK firm Reckitt Benckiser has overtaken Wipro Consumer Care for the first time in the 8,800-crore Indian soap market, as its germfighter Dettol emerged the third largest soap brand in the country. According to market researcher Nielsen's data, Reckitt was the third-largest soap maker in the country with a 9.1% share in the market in value terms in June this year, ahead of Azim Premji-promoted Wipro, which had 8.1% share with brands such as Santoor and Chandrika. Wipro, however, said it is not convinced by Nielsen umbers. Hindustan Unilever, with brands such as Lifebuoy and Lux continues to be a clear leader in the segment with 45% share, followed by Godrej Consumers, according to Nielsen data.

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BUZZ Map the crossword with the visual and textual clues Theme : Old Logos THE CROSSWORD

THE CLUES for the questions

•Across 3.Originally a phoenix with wings outspread to match the program‟s original name: Phoenix. For legal reasons, the name was changed and the logo was redrawn. 5.2nd largest Korean conglomerate after Samsung and was established as Lak-Hui Chemical Industrial Corp. 6.Started by several California banks as a competitor to that of Bank of America. •Down 1.This logo for a concept came up in a designing competition conducted by Chicago based company on first Earth day. Identify concept. 2.The Company is actually the acronym of its Italian name and is based in Turin, Italy. 4.Earlier name of the company was CTRC, Computing-Tabulating-Recording Company. What is the current name. 7.Began as the Toyo Cork Kogyo Co., Ltd, in Japan in 1920, and produced weapons for the Japanese in the Second World War 8.Founded in 1937 by the Nazi trade union, the German Labor Front and it was called the "the People's Car". 9.Founded in 1906 in Rochester as The Haloid Photographic Company by Chester Carlson.

Answers 1.Recycle 2.Fiat 3.Firefox 4.Ibm 5.Luckygoldstar(LG) 6..Mastercard(across) 7.Mazda(down) 8.Volkswagen 9.Xerox

THE MARKSMAN

CALL FOR ARTICLES OCTOBER 2011

Articles can be sent on any one of the following topics*: a) All Marketers are liars! Please give your views either for or against the topic. b) Marketing without spending a single rupee- Old Monk. How have they done this? c) The 4Ps of Anna Hazare campaign. *Please ensure that there is no plagiarism and all references are clearly mentioned 

One article can have only one author.

Your article should be for 500-600 words and MUST be replete with relevant pictures so that it can be used to enhance your article. 

Send in your articles in .doc/.docx format with font size 11 (Arial) to: interface.newsletter@gmail.com 

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Subject Line:Your Name_Institute Name_Course Year.

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Kindly name your file as:Your Name_Topic

The best adjudged article will be given a winner's certificate with the noteworthy articles being published in the September issue and on the Interface website / Facebook page. Deadline for submission of the articles: 11:59 PM , 12th October, 2011.

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.

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COVER STORY Tilottama Sanyal

SPECIAL STORY Hinal Shah

It is all about Ad-itude ! Tilottama Sanyal Hinal Shah

BOOKWORM Niyati Chamyal

REWIND Tilottama Sanyal

COVER PAGE Vibhav Shukla

TWEETS Upveen Tameri

BUZZ Sujit Mishra

DESIGN Vibhav Shukla Yash Chamaria