The Marksman September 2017 edition by The Marksman

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. For this edition, our cover story is “Minimalist Marketing”. Minimalist Marketing is a creative way to speak volumes using few words or simple design. The special story “Who Rules Here – Netflix vs. Amazon Prime vs. HotStar” focuses on the war between three premium video streaming apps. We would like to congratulate this month’s call for article winners, Kaushal Sahakari from IIM Indore and Yash Jain from BITS Pilani, Hyderabad, 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 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 to improve our magazine. Enjoy Reading! Stay with us on www.interfacesimsr.com/index.php/marksman Follow our Facebook page for more updates.

SEPTEMBER EDITION

INDEX Tweets

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

Marketing Faux Pas

Cover Story

Special Story

Pioneer

Hall-Mark Campaign

Brand Markive

Bookworm

Kickstart

Featured Article

Square Head

Buzz

TWEETS - ABHA SHAH Through this campaign Always empowers teens and adolescent girls to ‘Try. Fail. Learn. Keep Going’.

#LikeAGirl by Always

#LikeAGirl campaign was launched by the Procter & Gamble brand Always in 2014 where they tried to change the stereotype behind using the term “like a girl” in derogatory ways. It was an absolute success. They relaunched this campaign on 15 August, 2017 as Keep Going #LikeAGirl where they focused on passing the message to keep trying and not succumb to the fear of failure. Research reveals that 64% of young women aged 16-24 lost confidence during puberty with 94% fearing failing, which discouraged them to try something new. Through this campaign Always empowers teens and adolescent girls to ‘Try. Fail. Learn. Keep Going’. They brought in actress Yara Shahidi, from the TV series Black-ish to share her own experiences and inspire other girls. Failures are fuel to keep going and keep growing.

#SayNoToDrugs, Mumbai Police

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TWEETS

Mumbai Police is using Twitter as a platform to reach out to the citizens by addressing issues like cyber safety, eve teasing, drunk driving and many more through impactful witty one liners. They use famous brands, TV series, and famous dialogues as a reference and put their message across. On 17 September, 2017 they put up a campaign stating “Don’t run away from life #SayNoToDrugs”. Here they have used the Nike brand as a reference. Such an anti-drug campaign is very relatable to the youth and hence Mumbai Police successfully reaches out to them. #UntrendLikeHotHeads by Maggi, Nestle

Our very beloved Maggi started the campaign #UntrendLikeHotHeads on 3 September, 2017. This was to reintroduce their Maggi HotHeads variants and to strike up a digital bond with their consumers. Their campaign mainly appealed to people who are eccentric in their ways and are unapologetically different relating it to the four variants of HotHeads. They invited consumers to post videos showing something that they do differently or something that follows an ‘untrend’, and the winner from these entries would trend on their Twitter page. It encouraged unconventionality to be the trendsetter. The engagement rate of this campaign was a whopping 3.2% as opposed to an industry average of 2%. Their hashtag generated 27000 mentions in two days. Like always Maggi was successful in reaching our hearts.

Throughout the week long campaign they stayed relevant by relating their posts to Teacher’s Day, IND vs SL match, Onam.

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IT’S ALL ABOUT AD-ITUDE - VIDITI TELEVISION AD

The innovative way to make Mumbai a safer city is sure to endear the brand in the heart of all Mumbaikars

CEAT has always made its campaign about customers. While most of their campaigns focused on the drivers (bobbleheads come to mind), CEAT changes direction and takes the mantle to handle infrastructure problem in its base city Mumbai. Mumbai monsoon is known for its breathtaking beauty, its unpredictable moods and the lack of safety for the everyday traveler. Every year, people face the age-old problem during rains – potholes. While most saw a problem, CEAT saw an opportunity.

In a campaign to make the roads “Happy” again, they made a more durable version of Bitumen using old tires. But that was not all; they went ahead and filled the potholes around the city. Making Mumbai safer and happier for us all. With the support of MMRDA, along with Ogilvy & Mather, the campaign targets the one problem that is faced by all. The innovative way to make Mumbai a safer city is sure to endear the brand in the heart of all Mumbaikars.

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AD-ITUDE

PRINT AD In their brilliant post ad, Dainik Jagran Ltd made us experience the world the way blind do. Stunning in its simplicity, the poster evokes the famous Taj Mahal, the exotic peacock, and mysterious Mona Lisa through the language of the blind – Braille. Invented in 1824, Braille has made an impact on lives of blind people, but an eye would make even more. India has world’s largest blind population – 15 million (25% of which are children). And the worst part is 75% of these cases are avoidable.

Jagran understands the need to encourage people to pledge their eyes for donations, and they are ready to meet the challenge. This PSA from McCann hits its mark. It draws eyes, and makes the audience feel the plight of those dependent on Braille. With the simple message – “Braille is limited. The world is not” – it invites us to experience the world through Braille, and implore that we allow the impaired around us to experience the world without its limitations.

With the simple message – “Braille is limited.The world is not” – it invites us to experience the world through Braille, and implore that we allow the impaired around us to experience the world without its limitations.

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FAUX PAS The ad was extremely offensive for it sent out the message that a black guy can be civilised only if he is well groomed and free of beard.

In 2011 Nivea came up with few ads that promote its skincare products for men. In one of those ads, there is a black male model who is about to throw a decapitated head of another black man with a beard and an afro. The tagline read, “Re-Civilize Yourself. ” The ad was extremely offensive for it sent out the message that a black guy can be civilised only if he is well groomed and free of beard. As mentioned above, Nivea ran similar ads with white models as well but those ads boasted tagline like, “Look Like You Give A Damn.” It was only with the black model that the ad spoke of recivilisation.

MONISH SHAH

It isn’t hard to guess that Nivea received criticism for making such an offensive ad. They issued an apology on its Facebook page and then pulled the ads. Fast-forward to 2017 and you’ll find that Nivea is at it again. To promote its deodorant Nivea released an ad with the slogan “White is purity” written across an image of a woman. Twitter users, as usual, were quick to brand Nivea as racist. Furthermore, Nivea’s brand was hurt as people began to associate it with ‘alt-right’ group- a group of people who favour white nationalism. At a time when the USA was swamped by rallies against white supremacy, people could not help themselves but connect Nivea for white people.

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FAUX PAS

They (Nivea) issued the following apology: We are deeply sorry to anyone who may take offense to this specific post. After realizing that the post is misleading, it was immediately withdrawn.

Although Nivea tried to play down the incident by saying that the ad was intended for the middle-east, the fact that the company's Facebook page has around 19 million fans didnâ&#x20AC;&#x2122;t help their cause. Eventually, Nivea immediately took down the post and issued the following apology: We are deeply sorry to anyone who may take offense to this specific post.After realizing that the post is misleading, it was immediately withdrawn.

Diversity and equal opportunity are crucial values of NIVEA and they shouldâ&#x20AC;&#x2122;ve taken proper measures to avoid such discriminatory advertisements. 6 MARKSMAN

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COVER STORY - SHRUTHI MINIMALIST MARKETING Marketers are realizing the subtle strength of minimalism in designs and use of less words, and the calming ripples it sends across the human brain.

The world today has captured us in a chaotic web weaved of an enormously crazy amount of information. This clutter of information, overflowing from all sides, is contributing to a brewing tempest in our minds, making us feel cramped and intense, overwhelming us with a deluge of choices. It has thrown a fresh challenge at the marketers to capture the attention of the masses who are looking for an escape from this farrago. The earnest desire to express to oneâ&#x20AC;&#x2122;s fullest had long since caught the marketing world in a razzmatazz, alienating it from the clandestine need of the human mind craving for silence. However, marketers are now realizing the subtle strength of minimalism in designs and use of less words, and the calming ripples it sends across the human brain. This fresh approach being adopted in advertising and marketing is thankfully relieving us from this commotion of unnecessary excess. Minimalism is an upcoming trend we are staring at, that the world has chosen as a recovery resort. It is the style in which the simplest and fewest of elements are used to create the maximum impact. It is everywhere. You can find it in almost all the art forms, in music, in literature, in the media, in architecture and in food. Minimalist lifestyle is in vogue with more and more people turning towards it to get back the peace of their minds and create room for what is important and eliminate what isnâ&#x20AC;&#x2122;t.

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COVER STORY

Influences from Japanese traditions The idea of incorporating Minimalism in design seems to have its roots in the Japanese tradition of Zen Philosophy. Zen concepts of simplicity transmit the ideas of freedom and the essence of living. The Japanese aesthetic principle of Ma refers to empty or open space.The emptiness of spatial arrangement is another idea that reduces everything down to the most essential quality. Minimalistic storytelling and blogging Terribly Tiny Tales was a phenomenon that beautifully encapsulated literature in minimalism, touching hearts and narrating stories like we had never thought before, with the least use of words possible. Micro-fiction writers became a huge hit as these tiny tales captured our imagination and emotions in the fewest number of characters. â&#x20AC;&#x2DC;Tinyâ&#x20AC;&#x2122; was termed as the next big thing.

Microfiction writers became a huge hit as these tiny tales captured our imagination and emotions in the fewest number of characters.

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COVER STORY

The success of Twitter has proved that the world is yearning for a detox from the excessive information it is bombarded with from all sides.

Twitter was the minimalist response to blogging, shrinking down the message to its bare essence and communicating the necessary. It was refreshing to quickly get the gist of the post in a short, straight to the point format without needing to read something that takes too much time. The success of Twitter has proved that the world is yearning for a detox from the excessive information it is bombarded with from all sides. Price

Minimalism in User Interface Design What makes Google the most popular search engine in spite of alternatives like Bing, which are equally good and remarkably similar when it comes to basic search results? It is, in fact argued that, Bing’s video search is much better than that of Google.Yet, it hasn’t been able to compete with Google in terms of market share. The secret of Google’s unanimous appeal lies in its simplicity of design. Google’s interface leads the user directly to those functions which he’s looking for, without any distractions. Google’s search bar and search buttons are the most conspicuous elements of the page. By keeping the rest of the space blank, Google drives all our attention to its logo, leaving us amazed every day at the creativity and relevance of its doodles.

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COVER STORY

Crafting Minimalist Ads What aspect of Minimalism appeals to the human mind? Is it a retreat from the heavy detailing and saturation of information that demands longer time to process? Or an excuse for the dwindling attention spans of our generation? Minimalist ads are creative and cheekily dare the audience to do their own thinking. They engage the audience, stimulating their mind instead of shouting out the obvious and forcing them to read flashy, embellished messages. The audience are left with a sense of satisfaction of having deciphered the concealed message. Designers of such type, need to be creative and imaginative to create powerful minimalist ads and target a specific audience with very little signs and words. The key lies in the perfect usage of elements such as space, visual hierarchy and colour. The goal of advertising remains undeterred, to convey the message across with clarity and effectiveness of the product or service. Many brands have got it right and have given us some beautifully crafted and memorable print ads. Berger’s ad for natural finish colours showing a man painting the billboard with the colour of the sky, delivers the message aptly without any use of words, with the colour of the sky perfectly matching the colour of the paint.

Minimalist ads are creative and cheekily dare the audience to do their own thinking.

A similar concept was used by Faber Castell for its campaign of True Colours, depicting an aubergine with its tail transformed to a colour pencil of the aubergine colour. McDonald’s kept it highly simple in their ad “Wi-Fries”, by arranging fries in the shape of WiFi symbol, sending a clear message that you get free WiFi, using one of their most ordered items, French fries. Kit Kat’s “Have a Break” print ad, employed a similar technique in a delightfully creative manner, showing the two pieces of a KitKat placed in the shape of a pause button. 10 MARKSMAN

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COVER STORY

The Rajasthan Tourism ad of Incredible India captures the essence in a beautiful manner by placing camels to look like moustache.

COVER STORY The “neighbours” FedEx ad campaign created by DDB showed a package quickly moving from one place to another, exchanged through the hands of neighbours from their windows, with the world map painted in the background. It blended symbolism perfectly to showcase the brand’s message of quick and efficient delivery.

Coca Cola Light’s ad for Lemon simply showed a lemon peel curved in the shape of C with the perfect use of colours, making it look refreshing. Minimalistic ad designs have also been executed beautifully by some locally known hidden gems. Tzomet Sfarim Bookstore of Israel executed a campaign called ‘Face a Book’ by modifying the logo of Facebook, urging their audience to disconnect for a while from social media and read a book instead. An ad by Shin Nori restaurant, telling its visitors that Japanese food is served at 11 AM, showed chopsticks placed in the position of 11 o’clock on a round red plate, symbolising Japanese food and the colour of the Japanese flag. India, although has a long way to go in finding a mass audience for minimalist advertising. But it has come up with some brilliant examples. Rajasthan Tourism ad of Incredible India captures the essence of the state in a beautiful manner, telling us to see, however we feel like, by perfectly placing camels to look like moustaches.

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Minimalist video advertising has been excellently done by Apple for their Macbook Air ad which shows Macbook air coming out of a thin envelope with just a message in the end saying “The world’s thinnest laptop”. SEPTEMBER EDITION

COVER STORY

COVER STORY Most minimalistic ads rely on the knowledge of the consumer and expects him to be aware of the allusions they are using.

When to go Minimalistic? Is going Minimalistic always a right approach? Though twitter revolutionized the micro - blogging, expressing a message in 140 characters sometimes restrains the creativity of the writer. Most social media marketers rely on other apps like Facebook and Instagram along with Twitter to write a little longer description of their post. If an ad has too much blank space, thereâ&#x20AC;&#x2122;s a good chance that people will skip over it because from a distance it is hard to tell what it is. Most minimalistic ads rely on the knowledge of the consumer and expects him to be aware of the allusions

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COVER STORY

Minimalist Marketing offers us a refreshing space to breathe in a suffocating world of extravaganc e and stimulates us to use our perspective.

COVER STORY they are using. Shin Nori and Tzomet Sfarim Bookstore ads would be irrelevant for a person who doesn’t know the attributes of Japanese flag/food or isn’t engrossed in social media respectively. Such ads cater to a niche audience. If the symbolism in the ad is too complex and doesn’t engage the maximum crowd, then it would be a drawback. Minimalist Marketing offers us a refreshing space to breathe in a suffocating world of extravagance and stimulates us to use our perspective. While it continues to enthrall us, amuse us and touch our hearts with its charm, we should remember that it is a gamble. One should go for it only if they trust the creativity and simplicity of it and the true value of the message is delivered in a crisp and identifiable manner.

The image above has covered the after-effects of the drink in a short and humorous way which can loosen up even the toughest people.

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SPECIAL STORY -

VIDHI MEHTA

WHO RULES HERE: NETFLIX vs AMAZON PRIME vs HOTSTAR Entertainment sector in India is expanding widely. It is witnessing an all-time high demand for content consumption. Within this vast entertainment sector, there is a sub-set of on-demand entertainment accessed via the internet on mobile and desktop. It is the sector to look out for. As earlier reported, this sector is growing at a breakneck speed right now. Between 2015 and 2016, digital content increased by whopping 500% in India, which speaks volumes about the demand and the supply. On-demand videos on digital medium are a competitive sector, and some of the heavyweights of this industry are right now battling it out to prove their dominance. The key players in on-demand entertainment sector are Netflix, followed by new entrant Amazon Prime and local competitor HotStar.

Netflix has produced many television series and movies, giving a complete content library to Netflix Original. Few of the shows that Netflix telecasts are Stranger Things, Narcos, Orange is the New Black, and Marvel’s Daredevil.

Netflix was introduced in 1997. It focused on the global market, covering about 80 million consumers all over the world. It specializes in streaming media and video on demand. Netflix started with content consumption from 2013. Netflix has loads of in-house widely acclaimed TV shows which you can’t find anywhere else. The show that it introduced was ‘House of Cards’. Since then it has produced many television series and movies, giving a complete content library to Netflix Original. Few of the shows that Netflix telecasts are Stranger Things, Black Mirror, Narcos, Orange is the new black, Marvel’s Daredevil and many more.

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SPECIAL STORY

Netflix is relying on their massive database of viewers watching habits, accumulated by studying their millions of users from all over the world.

Netflix India provides audience regional entertainment. The content is limited for now, consisting of a limited number of movies selected from the few hits. To increase its Indian content and its popularity among Indians, Netflix has started roping in big production houses, one of them being Shah Rukh Khan's Red Chillies Entertainment. They had also taken rights for streaming the blockbuster ‘Dangal’, an Amir Khan film. Further, Netflix has also purchased rights for “Brahman Naman,” at Sundance Film Festival. This was a series on a road trip undertaken by teenagers to lose their virginity. A concept derived straight from Hollywood’s cliché coming of age stories. Netflix is relying on their massive database of viewers watching habits, accumulated by studying their millions of users from all over the world. Netflix has three different plans for their customers. The Basic plan is worth 500pm wherein you can view only 1 screen at a time; the standard plan is worth 650pm wherein you can view 2 screens at a time and the premium plan worth 800pm which gives you the pleasure of watching 4 screens at a time. The subscription charges of Netflix are the highest among the three. There are still talks doing round that subscription rates might rise in near future. The major benefit that Netflix provides is that it is uncensored. Age-proof is questioned before logging-in or viewing the adult content. This function makes it stand in the crowd. Netflix can play high-quality videos at lower internet speeds which is a huge plus for the Indian viewers. In-app downloads are also available.

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SPECIAL STORY Amazon Prime is the premium television service provided to customers to enjoy additional benefits apart from shopping. Amazon Prime covers the audience of about 60 million all over the world via localized content. They offer a list of good content ranging from TV shows like Transparent, The Grand Tour, Fear the Walking Dead and much more. Amazon has invested $300 million for content in India, which is more than the annual programming budgets of the three leading Hindi general entertainment channels put together. It has been aggressively inking deals with local production houses and distributors including Mukesh Bhatt-owned Vishesh Films, Dharma Productions, and TSeries. Amazon is in talks with Bollywood star Akshay Kumar to secure streaming rights to titles from Hari Om Entertainment. Amazon Studios has also inked deals with Graphic India in Hindi and English, and regional languages Tamil and Telugu for producing a new animated series called “Baahubali: The Lost Legends”, which is based on the blockbuster movie Bahubali. Besides, they have also collaborated with Farhan Akhtar to produce a forthcoming drama called ‘Power Play’, a story about a cricket team owner. This clearly reflects the fact that Amazon is aiming to target local sentiments of Indian audience, and their deep focus on going hyperlocal with content. Especially for India, Amazon has added some exclusive content on stand-up comedy. Amazon is taking all the efforts to capture Indian market by offering ‘desi’ content to its audience. The membership fee of Amazon Prime is 499 per annum, which might rise to 999 per annum in near future as per some of the reports. Prime is censored. One of the major drawbacks for Amazon might be the video quality that it provides to its users. It is that even if you choose to stream the video at the ‘Best Quality’ at a normal bandwidth, the video can run at 480p maximum. On-App downloads are available for Prime users. Amazon is taking all the efforts to capture Indian market by offering ‘desi’ content to its audience

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SPECIAL STORY

Instagram is one of the fastestgrowing marketing tools of this generation; anyone can make money with some patience and a few simple techniques.

HotStar was officially launched in February 2015. It is a digital and mobile entertainment platform, owned by Star India. It was launched right before the 2015 Cricket World Cup. At the beginning, it was intended to serve as a mobile application that would support streaming of the Cricket World Cup with some entertainment content. However, HotStar expanded its offering with 35,000 hours of content, spread across 8 languages from the entertainment, movie and sports channels owned by Star India. They forecast daily Hindi soaps and also some of the movies. HotStar forecasted the sequel of favourite Indian show: Sarabhai vs Sarabhai that received a good feedback. Premium package of HotStar provides its viewers to go through its English content. It expanded its popularity after the releasing â&#x20AC;&#x2DC;Game of Thronesâ&#x20AC;&#x2122;, that has millions of viewers all over the world. Apart from GOT, they forecast The Modern Family, Prison Break, Castle, Silicon Valley, How I Met Your Mother and many more series. They have a wide range of both Hollywood and Bollywood content.

For now, looking at the way Amazon Prime is making its presence within the entertainment hustle being the new entrant seems they are going on the right path, attracting the target audience with providing them the material demanded. But this battle amongst Netflix, Amazon Prime, and HotStar have just started and it is too early to say who is going to rule the Indian market by giving the best of the services at best of prices with best facilities. So, it is time to sit back, grab some popcorn and enjoy the show. 17 MARKSMAN

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PIONEER -

AMANCIO ORTEGA Warren Buffett and Bill Gates are household names, but one of the men battling them for the top spot on the global billionaires list may have escaped your attention. A self-made retail magnate who launched the Spanish brand Zara, Amancio Ortego briefly overtook the Microsoft founder to become the richest man in the world. Buffett is a public relations and media master; Gates puts out lists of his favourite books to read on business. The Spanish billionaire, on the other hand, has shied away from the media for years while amassing a personal net worth of more than $77 billion. His empire is built on a foundation of 7,000 stores in nearly 100 countries across brands like Zara, Massimo Dutti and Pull&Bear, which amassed $20 billion in revenue in the last fiscal year for Inditex, the retail conglomerate Ortega founded. Amancio Ortega is a Spanish businessman, and the founder of the Inditex group, best known for its Zara clothing and retail shops. He is currently the wealthiest man on the planet, with an estimated net worth of $ 85 billion.

SOHIT

The Spanish billionaire, on the other hand, has shied away from the media for years while amassing a personal net worth of more than $77 billion.

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PIONEER Ortega's life is a true rags-to-riches tale. Born in Leon, Spain to a father who worked in railways and a mother who was a housemaid, Ortega left school at the age of 14 to start making money. He was shamed by a shopkeeper who refused his mother credit to buy groceries for the family. He found a job as an assistant with a local shirt maker called Gala. It was here that he learned to make clothes by hand and started selling quilted bathrobes by 1972. When Ortega founded Zara in 1975, he upended the retail world with an aggressive schedule meant to get new clothes on the rack faster than anyone else in the market. Ortega's strategy was to refresh the stock in Zara stores twice a week When Ortega founded Zara in 1975, he upended the retail world with an aggressive schedule meant to get new clothes on the rack faster than anyone else in the market. Dubbed "fast fashion," Ortega's strategy was to refresh the stock in Zara stores twice a week and receive orders within 48 hours, according to a CNBC report. This speed has become a hallmark of Ortega's business and a sore point for his competitors. Ortega has stayed true to his humble beginnings and has never had an office. He sits at a desk at Inditex's headquarters in his hometown of La Coruna, talking to the factory's designers, fabric experts and buyers. Even at 80 years old, he goes to the office on most days. He never tires of working and hearing new ideas. Today, Zara is part of the Inditex group, of which Ortega owns 59.29%, and aside from over 6,000 stores, it has more than 92,000 employees. Ortega continues to inspire everyone and keeps the charm of a rags to riches story intact. 19 MARKSMAN

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Hall-MARK CAMPAIGN - ANUSHA KIDYUR Women Empowerment is an all-time trending topic and when it is “International Women’s Day” the digital media is flooded with Dove’s ‘Real hashtags and Facebook posts about women and their freedom. This Beauty’ time McCann New York’s ‘The Fearless Girl’ campaign can be campaign considered as the best amongst the lot. Campaigns on women have was not a become prevalent of late but not all of them gain popularity. Dove’s hit as it gave ‘Real Beauty’ campaign was not a hit as it gave equivocal vibes trying equivocal to make women feel comfortable in their own skin by constantly vibes trying buzzing in their ears that they are fat. to make What’s so special about women feel McCann New York’s ‘Fearless comfortable Girl’? Well, the picture here in their own gives you an idea of why it is skin by referred as the best. With constantly expressions of poker faces and buzzing in tones of apprehensive their ears cheerfulness, not many women that they were impressed with the are fat. campaign and the packaging of dove bottles. Fearless Girl is a statue of a bold and dashing young girl standing opposite Wall Street’s Charging Bull. It was created by Kristen Visbal and the campaign was made in partnership with the agency's client State Street Global Advisors. The statue symbolizes the power of women in leadership. It portrays courage, characterizes hopes and ambitions for every little girl in the world. The girl’s plaque reads “Know the power of women in leadership.” As a feather in the cap, the statue won first three Grand Prix awards at the Cannes Lions ad industry festival in France. 20 MARKSMAN

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Hall-MARK CAMPAIGN No wonder it is termed the most iconic statue. McCann, world’s leading agency network’s campaign got honours for providing the amalgamation of award-winning creativity, innovation and an intent of conveying a strong message.

Today, we are calling on companies to take concrete steps to increase gender diversity on their boards and have issued clear guidance to help them begin to take action.” I feel inspired by this little girl, do you?

Talking about the campaign Ron O’Hanley, president and chief executive officer of SSGA said “A key contributor to effective independent board leadership is diversity of thought, which requires directors with different skills, backgrounds and expertise. Today, we are calling on companies to take concrete steps to increase gender diversity on their boards and have issued clear guidance to help them begin to take action.” I feel inspired by this little girl, do you?

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BRAND MARKIVE - SURAJ

In 1967,The In our consumer driven market, it is highly unlikely that a brand will red house survive for more than a few years. But for 162 years, Levi Strauss & mark Co. has been successful in doing that. The commendable power of “batwing” the Levi’s brand stands apart in this era of pop-up stores and was designed fancied startups. by Walter On May 20, 1873 the U.S. Patent and Trademark Office granted Landor & patent #139,121 to Levi Strauss & Co. and Jacob Davis for their Associates , invention.This is how the blue jean, originally called “XX,” was and has born. There is a Two Horse logo on the back patch of Levi’s jeans. It become demonstrates the incredible strength of the brands clothing. shorthand In 1908,The Two Horse trademark was registered in Japan and for the Levi’s global reach began in earnest with markets like Australia and Levi’s® South Africa. Later in 1912, they also came out with ‘Koveralls’ for brand itself. children which were a one-piece denim playsuit. This was incredibly helpful as denim was so strong and sturdy; it meant the Koveralls would last longer. Recently, in 2009 Levi’s stirred viewers with an expertly crafted and beautifully shot campaign titled “Go Forth.” The series of mini-films had black-and-white images of Hurricane Katrina-ravaged New Orleans, against a soundtrack of Walt Whitman poetry. By celebrating the “brand for pioneers who are in the process of building a new America,” Levi’s once again managed to capture and convey a unique spirit.

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BRAND MARKIVE In the 1890s, Levi Strauss established scholarships for students at the University of California, Berkeley.

In 2010 Levi’s introduced Curve ID jeans for women. Using a revolutionary fit system based on shape, Curve ID was created as a result of studying more than 60,000 body scans and listening to women with different builds from all around the world. Levi’s was ahead of its time, especially in areas of social responsibility. Way back in the 1890s, Levi Strauss established scholarships for students at the University of California, Berkeley, and ever since, the company has pursued a mission that executives call “profits through principles.” Fiscal revenue in 2016 increased by 1% as against the previous year to $4.6 billion, and the company enjoys the highest share of 49% of the global jeans market. A look at Levi’s offers insight into the commitment, courage and consistency that goes into making a great brand. It represents individuality and rebelliousness and offers easy accessibility in an industry that thrives on exclusivity. The cultural resonance of Levi’s has withstood the ups and downs of the economy, fashion trends and of the business itself. Even more than its products, the Levi’s brand was built to be a legacy. 23 MARKSMAN

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BOOKWORM - Tejas Rane

How to Win Friends and Influence People Anyone who takes the time to disagree with you is interested in the same things you are – Dale Carnegie Want to know how to convince people? Want to know how to make them like you? Want to make more friends? Well, there is an answer to all these questions of yours: “How to Win Friends and Influence People”, the best seller by Dale Carnegie. It is one of the great books that has stood the test of time.

It tells about ways in which we can win people to our way of thinking and actually make people like you. Imagine that kind of a skill in a sales executive. He would be able to convince anybody.

It is something that every marketing professional should read and refer to whenever possible.This book has sold more than 16 million copies till now and continues to be a favorite among readers. What is it that makes it so special? It teaches you skills that no textbook in the world can: People skills. It tells about ways in which we can win people to our way of thinking and actually make people like you. Imagine that kind of a skill in a sales executive. He would be able to convince anybody. In addition to that, the book talks about leadership without sounding too preachy in any of these. Dale Carnegie’s style of writing is simple and he has explained what he wants to put across through various real-life examples which help the reader to understand very easily. As many have rightly said, “This is the only book that you need to lead you to success.” 24 MARKSMAN

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KICKSTART -

JENNIFER MARIA RYAN

Welcome to our generation where our best friend is the smart phone gadget that we trust more than anyone else. We are the ones who love our McDonalds burgers, cheese burst pizzas, etc., and we are in a truly committed relationship with our cell phones to even spare a few minutes for our health. Hence, obesity, diabetes, etc. have now become a part of our normal life. Tushar Vashisht, CEO and founder of HealthifyMe, had a passion for Healthify India using the power of smartphones that led to the birth of HealthifyMe. His personal story of the difficulties of losing weight while at work was one of the key influencers in the birth of this application which just kick started five years back since 2012. HealthifyMe is a mobile weight loss coach. It helps track our diet, calories burnt, get expert suggestions from nutritionists and fitness experts, all at the reach of our fingertips, just the way weâ&#x20AC;&#x2122;d like it these days. This application has become a blessing, especially to the corporations and individuals looking to lose weight and get fit, those who are looking for constant motivation and guidance that they do not receive in the gym.

This application has become a blessing, especially to the corporations and individuals looking to lose weight and get fit.

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A personal fitness coach and nutrition expert who tracks our everyday lifestyle pattern is now in our pocketâ&#x20AC;&#x2122;s reach!

HealthifyMe is currently the highest rated fitness app in India, their USP apart from their user friendly interface being that they take into account the Indian diet and menus which are usually not available in most of the western health and fitness apps in the market. HealthifyMe now boasts of over 1.8 lakh users and is adding over 20k users monthly. They also work in partnership with various medical institutions such as Medanta, Apollo and Manipal, where the platform has been proven effective in treating and preventing clinical obesity, diabetes and other lifestyle diseases. A personal fitness coach and nutrition expert who tracks our everyday lifestyle pattern is now in our pocketâ&#x20AC;&#x2122;s reach!

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Livestream marketing refers to live telecasts by businesses on social media platforms like YouTube, Facebook, Meerkat, Periscope etc. the latter two being dedicated live streaming platforms. Generally used by celebrities to engage with their fan base, this mode is increasingly used by companies today. Game of Thrones announced their season premier date with a Facebook live video of a burning ice sculpture. Content was catchy as well as relevant. The results were 3.6M Views, 116 Sentiments and 18K Shares! Dunkin Donuts celebrated National Donut day by going live and showcasing how a Donut is made. The Livestream not only gave its viewers an insider view of the company but also engaging content, ending with a visual of a donut they would get for free, the next day! Experiments by brands in the past have shown different ways in which Livestream marketing could be used. It can be used to make live telecast of a product launch. Similarly, it can be used to show how a product is created. Companies can go live and give consumers and insiders look as to what is happening inside company headquarters/manufacturing plant.

Experiment s by brands in the past have shown different ways in which Livestream marketing could be used.

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Popular brand influencers can go live to educate consumers about the product, a function otherwise served by training-manuals. Exclusive promotional offers could be provided via this mode. Similarly, companies could host Q&A slots wherein they could respond to consumer queries. Last but not the least; brands can come up with craziest of the ideas, just to create user engagement. There are a number of reasons as to why Livestream marketing is bound to create a strong impact. Firstly, it is an extension of video marketing â&#x20AC;&#x201C; people find it more appealing when the content is in a video form as against any other. It is an extension of video marketing into social media space. Facebook is said to have over 2 billion monthly users. The way Instagram, Snapchat saw an increase in the user base; platforms like Meerkat and Periscope are highly likely to witness the same upward curve of increase user base. This way, companies need not worry about reaching to audiences! Speaking about costs, they are almost negligible as against planned and produced commercials. Return on investment is definitely more than cent percent!

Popular brand influencers can go live to educate consumers about the product, a function otherwise served by trainingmanuals. Exclusive promotional offers could be provided via this mode.

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It instils a sense of belonging in the viewer – which the company is putting in time and efforts to show that it cares for you!

Speaking about the consumer side, I would like to site Keller’s model of brand equity here. Livestream marketing is very powerful as it focuses on the emotional route in building brand equity. Firstly it offers consumers an ‘in-the-moment’ value. They are literally and virtually part of company’s communication in real time. Secondly, it brings exclusivity to the content. Each Livestream would be exclusive in its content. If you miss it, you miss it. Even for the type of video, there is a scope for a lot of creativity, to come up with something new every time. Spontaneity, humour, fun etc. end up in creating positive associations in the minds of the customer. This would not only create a buzz every time a company decides to go live, but also create curiosity as to what is about to come. Coupled with traditional social media tools of mentions, hash tags, etc. the company’s visibility would increase. Lastly it allows companies to drop the corporate mask and engage with its customers in real time. It’s a human connect here as against passive push of television commercials. It instils a sense of belonging in the viewer – which the company is putting in time and efforts to show that it cares for you! The way video content is being promoted today, and thinking about futuristic periods where augmented reality would be a common phenomenon, video content is going to play a crucial role in marketing. All the facets of Livestream marketing mentioned above are bound to delight the customers. And as widely said, marketing is all about delighting the customers.

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FEATURED ARTICLE Analytics - Reshaping the Customer - Yash Jain BITS Pilani, Hyderabad Experience Organizations once used to sell products. Over the service after In order to purchase service became a part of the offering. But now the world deliver has evolved. Everything that any organization sells is a service. quality From serving coffee to selling cars, everything is a service. The experience coffee and cars are just the goods that go with the services they to the offer i.e. an experience of a good coffee and experience of driving customer a good car. And hence customer experience now takes center you need to stage for every organization. While they are successful in have quality identifying customer experience to be of prime importance, they information are failing to deliver it to their customers. This is where analytics about the comes in. In order to deliver quality experience to the customer customer, you need to have quality information about the customer, and I and I don’t don’t mean data here, every XYZ company has data, you need mean data analytics to derive insights out of it. here, every Marketing used to have customer segments, a group of customers XYZ that had the same need and thus could be targeted in the same company has way, but now can we really say that every customer in a segment is data, you the same? With the advent of digitization, we have now evolved need from customer segments to customer personas. An offer can be analytics to specifically designed for a customer after knowing their persona. derive Using data, you get to know what the customer has purchased but insights out using analytics we can know what he/she would buy next, how of it. often do they purchase the same product, would they substitute the product with something else and if so why? So, what can be done using analytics… Customer Life Time Value Every customer is important. Is this true? The answer is no, every customer is not. With the help of analytics, organizations can figure out their ‘A’ customersCustomers who would provide more value to the organization. Why is this important? 31 MARKSMAN

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There are two reasons for it. First is that by identifying the ‘A’ customers the organizations can decide who to target their offerings at. Organizations can get rid of customers when their lifetime value is less than the cost of engagement. Second reason is that enriching the experience of high value customers would go a long way in building customer loyalty. A popular model that is used to measure customer life time value is called the RFM model.The analysis of the customers’ recency (when did they last visit/ purchase), frequency (how often do they visit/ purchase) and Social monetary (how much is their average cart amount) value. Every media organization values these three factors differently and can choose the analytics required weights to calculate CLTV. has become The Social Media Sensation more If you think that social media has reached a saturation point, think important again. Social media analytics has become more important than ever. than ever. We now live in a world where a tweet from an important person can We now topple a company’s stock. Trends are emerging every day. Customers live in a change their preferences more often than they change their clothes. world Gone are the days of customer satisfaction surveys. If a customer where a likes or dislikes your products he/she will put it up on social media. A tweet brilliant tool at your disposal today is sentiment analysis, using text from an processing to determine the sentiment of customers towards your important products. This not only helps you with monitoring customer person can satisfaction, but can help with quick resolution and feedback. A quick topple a service goes a long way into building customer satisfaction and is an company’s integral part of the customer experience. stock. 32 MARKSMAN

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Influencer Marketing Influencer marketing seems to be the buzzword these days. People follow the advice of influencers online and offline and make purchase decisions. Who would have thought Instagram Analytics can would become one of the biggest platforms for marketing? help you Selena Gomez takes one photo with a handbag and the world identify the goes crazy. However nowadays influencers are not just these influencers of famous people. Analytics can help you identify the influencers of the future by the future by analyzing customer preference. Not just that, analyzing analytics can provide a platform to build influencers from your customer customers. Imagine this, you value fabric quality more than preference. design when purchasing clothes and your e-tailor knows this. Now if the first review you see is about how great the fabric is, you are more likely to make a purchase. Conversely, if the first review a customer sees is a negative review about the fabric quality, not only is she likely to avoid the purchase, it becomes a bad experience for her. Analytics in influencer marketing can serve as great tool to enhancing customer experience. But at the same time organizations need to be aware of not crossing the ethical boundaries. Analytics in the present has thus changed the way market sees it customer. If there is one thing which can now control (more or less) the future of marketing is this. But you never know what time beholds for you. What's in our hand is to work for present and ensure the best of future.

The teen sensation has partnered up with Puma recently.The picture is posted on Instagram with #pumapartner.

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SQUARE HEAD SQUARE HEAD -

ABHA SHAH

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BUZZ -JHALAK

ACROSS 5. The theme on which India and Canada have agreed to jointly issue a set of two commemorative postage stamps on 21st September 2017. 7. Famous Indian chocolate relaunched in India recently. 8. Jay Y. Lee, Vice Chairman of famous electronics brand ____________, was convicted of bribery and sentenced to five years in prison. 9. Which Indian celebrity is the brand ambassador of Tag Heuer.

DOWN 1. India's legendary sportsperson who has been appointed Goodwill Ambassador for Physical Activity in South-East Asia Region by the World Health Organisation. 2. The popular mobile brand "Nokia" originated in this country. 3. _______ has been fined with a penalty of 2.42 billion Euros by European Union for breaching the anti-trust rules. 4. Puma has recently awarded the brand's creative mandate in India to a famous marketing agency. Guess the agency. 6. ________ has started a rural marketing network called 'e-chaupals'. 10. Guess the brand which tops the list of "2017 top 100 Millennial Brands".

ACROSS: 5. Diwali 7. Milkybar 8. Samsung 9. Shah Rukh Khan DOWN: 1. Milkha Singh 2. Finland 3. Google 4. Mudra Group 6. ITC 10. Apple

ANSWERS

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CALL FOR ARTICLES OCTOBER 2017 Articles can be sent on any one of the following topics*:

1. Impact of Artificial Intelligence on marketing 2.Viral Marketing: Human Motivations and Behaviors 3. Newsjacking: Brilliant Marketing Opportunity? *Please ensure that there is no plagiarism and all references are clearly mentioned. 1. One article can have only one author. 2. Your article should be approximately 800-850 words and MUST be replete with relevant pictures that can be used to enhance the article. 3. Font Type: Gill Sans MT 4. Font Size: 14. 5. Send your article in .doc/.docx format to marksman.simsr@somaiya.edu 6. Subtitle line:Your name_Institute Name_Course Year 7. Kindly name your file as : Your name_Topic

The best adjudged article will be given a Winnerâ&#x20AC;&#x2122;s Certificate. Deadline for the submission of article : 20th October, 2017

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