The
MARKSMAN
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH
VOL. 3| ISSUE VIII| FEB‘13
COVER STORY
EDITOR’S DESK Dear Readers,
Welcome back to a brand new edition of your favourite marketing magazine and guide – THE MARKSMAN! In our endeavour to incessantly add more value to your reading,the cover story for the issue is One to One Marketing, a personalization of interactions with the customer which fosters greater customer loyalty and is now considered a better return on marketing investment. Our special story is on Marketing Warfare, taken from the trenches of modern warfare are a set of strategies that marketers use today to make a kill. Our featured article of the month talks of RIM’s rebranding to Blackberry and what the future holds for this brand. We would like to congratulate Aditya Khajuria (Goa Institute of Management) for being adjudged the Best Article of the Month. Get to know what happened in the First Marketing Round Table Conference held at SIMSR. The panelists include eminent industry figures like Dr. Bhaskar Das, Mr. Dharmendra Satpaty and Mr. Amit Tripathi. This months’ Brand Markive tells the story of Nike and how it emerged from scratch to become one of the strongest and brightest brands of today. In It’s All About AD-itude, this time we give you a triple treat with a special inclusion of a fresh new OOH campaign along with the featured TVC and print ad. Unwind with our regulars- SquAreHead, Bookworm, Tweets and Hall-MARK Campaign. Get inquisitive with Buzz and do not forget to write in with articles (check the last page for topics), your thoughts or suggestions. Cheers !! Team – Marksman The Interface – The Marketing Club of SIMSR
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CONTENTS
TWEETS 03 Brand MARK ive 04
It’s all about AD-itude! 06
COVER STORY
Hall-MARK Campaigns 07
ONE to ONE MARKETING 08
SPECIAL STORY
FEATURED ARTICLE
MARKETING WARFARE 12
RIM rebranded to Blackberry at the launch of Blackberry 10. Will it work? …15
Rewind
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Bookworm
19
SqAreheaD
20
BUZZ
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TWEETS Google planning to launch its own retail stores by December Some unconfirmed rumors from multiple unnamed sources claim that Google wants to provide space for customers to try out its Nexus devices, software like the Chrome browser and unnamed upcoming products. Google's already opened a few pop-up shop at temporary locations in airports and in other stores, like the one pictured above in the UK. It wants to further expand to full fledged stores by the holiday season. RIM rebrands itself to BlackBerry along with BB10 launch RIM(Research In Motion) recently launched its latest iteration of mobile operating software, BB10 and two phones supporting it, the BlackBerry Z10 and BlackBerry Q10. With this they also renamed the company to BlackBerry to have a more consistent image with the product. They have also changed the name of their app store from BlackBerry App World to BlackBerry World. To top it up, they shall now add music and videos to their stores. Nestle finds horsemeat in beef pasta meals in Italy and Spain Nestle, the world's biggest food company, has removed beef pasta meals from sale in Italy and Spain after finding traces of horse DNA. The discovery of horsemeat in products labeled as beef has spread across Europe since last month, prompting product withdrawals, consumer anger and government investigations into the continent's complex food-processing chains. Nike, Oakley move away from Oscar Pistorius Two major sponsors, Oakley and Nike, distanced themselves from Olympic athlete Oscar Pistorius on Monday after the South African sports star was charged with murder in the shooting death of his girlfriend. Oakley, the eyewear maker, suspended its contract with Pistorius, and Nike, which sells shoes and other athletic gear, said it has no plans to use him in future ad campaigns. Pistorius lost both of his legs in childhood. Racing on carbon-fiber blades, he was the first amputee athlete to run at the world championships in 2011, and he made history competing in the London Olympics last year. Reader's Digest parent company files for bankruptcy again The owner of magazine Reader's Digest, once the staple of doctors' offices and coffee tables, has filed for bankruptcy for the second time in less than four years, citing a greater-than-expected decline of the media industry.Its international operations are not part of the filing. It is the second time the company filed for bankruptcy protection since 2009.DeWitt Wallace and his wife Lila Acheson Wallace founded Reader's Digest in 1922. The magazine offered readers stripped-down versions of articles about health, home and family from other publications. It eventually became the best-selling consumer magazine in the United States. Today it operates print and digital magazines, books, music and videos worldwide and has more than $1.1 billion in assets, according to court documents.
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Brand MARK ive
NIKE Just Do It. These three letters combined with the Swoosh symbol, could be said to be one of the most famous and recognizable brand elements the world over. But before there was the Swoosh, before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the industry. These men were Bill Bowerman and Phil Knight. Bill Bowerman was a track and field coach at University of Oregon and Phil Knight was a middle distance runner from Portland. Together, these two men made from scratch the Nike we all know. Together they pledged $500 each and in January 1964, Blue Ribbon Sports was formed. The name Nike and the Swoosh symbol only came up in 1971 and 1972 respectively. Nike is since a household name for performance sportswear and they have many a famous technologies like Nike Air and Nike Airmax to their credit.
Air Jordan, a signature shoe for basketball player Michael Jordan was a runaway success too. They also purchased big established brands like Converse, Hurley, Cole Haan, Umbro and also made a separate brand for its golf equipment called Nike Golf.
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Brand MARK ive By the acquisition of Converse, Nike could tap the huge casual shoes market, also called sneakers. Hurley was a lifestyle brand basically for surfing and skateboarding clothing and equipment. Cole Haan is a high end Formal shoe maker and Umbro is into football equipment. In late 2012, Nike sold off Umbro and Cole Haan to focus more on their more popular shoes. Nike has also been well known for coming up with hard hitting and impactful yet subtle advertisements. Their “Bleed Blue� campaign with the Indian cricket team was a huge hit too. Majority of their advertisements have very little text and have more of a self explanatory imagery associated to it. All this, and much more has gone into a brand that is a byword for pure athletic performance and latest in technological innovations and this has resulted in Nike being the No. 1 sporting goods company for over two decades now. Just Do It..Well they sure practice what they preach!
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It’s all about AD-itude Mercedes Benz campaign would make you look twice! Media: Print Advert title: Look to the side without looking to the side Creative Agency: Jung von Matt, Hamburg, Germany This print campaign for Mercedes Benz plays on the fact that you don’t have to turn your head and look over your shoulder while driving by featuring a compelling illusory visual. The tagline “Look to the side without looking to the side” itself grabs lot of attention. The campaign won a Gold Lion at the Cannes Advertising Festival and also won first place at the prestigious Red Dot Design Awards.
HUL’s Roti Reminder!
Media: OOH Advert title: Lifebouy se haath dhoye kya? Creative Agency: OgilvyAction, India At Kumbh Mela, the largest congregation on earth where all big marketers are trying to sell their products and boost their brands, one promotion that stands out is Hindustan Unilever’s ‘Roti Reminder’ for its Lifebouy soap brand. More than 100 dhabas and hotels at the mela site served rotis that were stamped with “Lifebouy se haath dhoye kya?” The ‘Roti Reminder’ gets a consumer’s attention at the exact time when hand washing is critical. This simple, clutter-breaking idea helped HUL reach out to a massive audience, at a fraction of the cost. Brilliant promotional strategy!
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Idea Cellular comes up with yet another brilliant Idea! Media: TVC Advert title: Telephone Exchange Creative Agency: Lowe Lintas, India After addressing environmental, political, caste, language and population control issues, telecom player Idea Cellular's latest television commercial, built around the 'What an Idea' thought, turns attention to marital discord. In the ad, a son swaps his parents' phones so that each spends a day receiving calls meant for the other. By the end of the day, this 'telephone exchange' evokes some much needed empathy on the part of both partners. Towards the end of the ad, the words 'Ek doosre ko samajhne ke liye telephone exchange - What an idea!' serve to tie the ad back to the brand's long-standing 'What an Idea' umbrella.
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Hall-MARK Campaign
You might have seen, felt and spoken about the deeds of a woman, often given credit to a woman in your life for different roles she plays. Women are often considered symbolism for maternity, caring, love, sacrifice and selflessness. It is an old saying- ‘After every successful men there is a hand of woman.’ True. But never a word said for men’s caring ways… it goes unstated. Men do have a caring, tender side to them, which hardly ever comes to one’s attention. ICICI Prudential has taken notice of this, with its latest campaign celebrating the "family man", it talks about the Good Men. The commercial stands apart from its earlier campaigns, which have essentially focused on ICICI Prudential's product features.
The four-week campaign has been created by Lowe Lintas and Partners. Inspired by real life incidents, the 30-, 60- and 90-second TVC shows everyday’s simple situations, where men in various stages of family life, perform small, caring acts that are taken for granted. Even the men do these without getting it noticed. Story Board
a husband waiting for his wife to safely reach home before he drives away in a taxi. It is followed by a husband adjusting his seat so that his wife is shadowed from the sun. Another instance shows a family waiting at the railway station late in the night and the father is holding on his little son’s pant loop so that he doesn’t wander away. It is continued by another case where in father at the school protecting his child from the rebukes of a headmistress. The TVC ends with a young husband swapping places with the wife, while walking on the side of the road, in order to protect her from oncoming vehicles and the voice over stating, “Jo zimmedari nibhaate hain who jataate nahin. Unko suraksha dete hain hum. ICICI Prudential Life insurance – Zimmedari ka humsafar,” thus equates the role of a family provider with the insurance brand. The TVC is based on the insight that contemporary family men shoulder their responsibilities very well without making a hullabaloo. The brand stands with such men who implicitly take their responsibilities. This is often the important and unstated role. It equates the man’s role in family with the role of life insurance in one’s life – understated care but important for the family’s well-being. The key thought is very sensitive; however, it could have been taken to the next level by integrated communication with the support of other mediums as well. This ad campaign stands as a Hallmark Campaign for the unique thought it propagates and the creatives it depicts through small instances in life– an ad to which everyone would relate.
The film features instances like a father checking the sturdiness of the plank before he calls out to his family to join him on a ferry ride; a husband ensures that his wife doesn’t hurt her head by the open drawer. The next features
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C O V E R S T O R Y
One-to-one marketing (sometimes expressed as 1:1 marketing) is the ability to customise the communication and offerings to each individual customer, on the basis of their stated or implied preferences. It is a customer relationship management (CRM) strategy emphasizing personalized interactions with customers. The personalization of interactions is thought to foster greater customer loyalty and better return on marketing investment. A typical one-to-one marketing dialog will involve the representative or sales person listening to what the customer requires and then proposing services or goods they can offer to meet those requirements. The concept of one-to-one marketing as a CRM approach was advanced by Don Peppers and Martha Rogers in their 1994 book, The One to One Future.
Old wine in a new bottle? The term sounds new because it is. However, the approach has been used for ages. For years, proprietors of general stores or Kirana stores as they are called in India took care of their customers by
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anticipating orders, sometimes even before they walked into the store. They all realized that customers can purchase the same products at the same prices from many other retailers. Everything being standardized, the only way they could differentiate themselves from the competition was in the service area. This is why they began engaging customers through interactions, remembering details about their preferences and characteristics; and using this knowledge to provide better service. One-to-one marketing seeks to reinvest marketing with the personal touch absent from many modern business interactions. So why did the biggest companies turn their backs on a handy and successful tool? One reason was the post-war customer sentiments combined with a mass production strategy. The post war period was a time of economic growth when customers would clamour for whatever goods were available. Additionally, Henry Ford’s quote - “Any customer can have a car painted any colour that he wants so long as it is black� summed up the focus manufacturing companies had.
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COVER STORY So what’s suddenly changed? Why do we need 1:1 marketing now? Consumers: “One size fits all” is out-of-date. Consumers are better educated and informed. They want to be seen and treated as individuals and are prepared to pay for it. Competition: It is becoming more difficult by the day, to differentiate products. Almost all products and substitutes focus on quality, value for money, durability, etc. Profitability: 20% of customers provide 80% of your profits. This means only one thing – Hold on to your loyal customers and never let go. Technology advancements: The launch of 3G and 4G services in India will usher in possibilities enabling highly- interactive two-way communication with each customer of the company. Technology enables companies to identify the customer at every touch point — be it when the customer logs into the web site using a customer ID and password, or swipes his credit card. Companies need to use the intelligence residing in such data to push one-to-one marketing.
Want to be a one-to-one marketer? : The Framework Interact
with
individual
customers
Interaction on an individual level provides three prominent benefits. Firstly, it helps build strong relationships with the customer – a strong differentiator. Secondly, a satisfied customer who has directly interacted with the company has a higher chance of recommending it to his peers. And lastly, it helps improve knowledge about them, understanding their unique requirements and hence customizing the offering.
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Differentiate customers on the basis of their needs and values to the company The core target group mentioned earlier is one that provides the highest margins, concentrate on these customers and a healthy profit will always follow. You also need to concentrate on both existing and new customers at the same time. This will ensure that your customer base is constantly expanding. Using this approach, you are differentiating your customers on their needs and values.
Identify
prospects
and
customers
The first thing you need to do is ensure you’re not targeting the mass market blindly, unless of course the product is a mass-market product. Instead, break down your population using good-ol’ segmentation. The key is to stay strong among your core target group while expanding your presence in other groups. This is where one-to-one marketing comes in; you identify your core target group by interacting with your customers and identify both prospective and future customers.
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COVER STORY Customize the product service and message to each customer An appropriate example to use would be banks. They have a large bouquet of financial products. Each product is designed to target a different target segment of customers. Everything from the message conveyed to the core benefit of the product is customized. For example an insurance plan that targets a young executive looking for individual cover as compared to a married man looking for a family cover.
Popular 1:1 Runners
Marketing
Front
Amazon pioneered the use of one-to-one marketing in software and continues to prominently use it to market its products. The company tracks what customers have searched for, clicked on, looked at or purchased. It then displays products based on this past information trail. This focused marketing approach lets the customer know that he or she has been noticed. Additionally it gives the customer access to the type of products he or she has expressed interest in and hence increases purchase probability.
Another example of direct marketing is that of customized personal computers by Dell Computers. Dell allows the customers to interact with Dell via its web site (or off-line for large corporate orders), to create a unique product and then builds the computer based on it.
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Adidas invented the concept of doing it yourself. Adidas provided its customers with the opportunity to design their own Adidas trainers online to enable them to make a statement with what they put on their feet. As an added bonus, they were enrolled into a competition to design soccer prodigy Lionel Messi’s boots. Offline 1:1 marketing is exemplified by Tesco, which sends out highly personalised coupons for each category of item sold in its stores and online, which the customers find relevant as these offers are for categories or products that the customers buy regularly.
In India, multiple brands like Domino's, Van Heusen and online travel portals have been customising offers and deals to each individual customer. For example, a frequent traveller on the Mumbai-Chennai sector would find a discount offer on this sector far more meaningful than one on the Mumbai-Delhi sector. Current portals are designed to employ user information and provide intelligent and relevant offers that will fuel profitable in the long run.
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COVER STORY Is it just overstated? One-to-one marketing is based on the premise that the company or marketing team can predict what the customer wants before he does. In an article for Stanford Graduate School of Business; Professor of marketing, Itamar Simonson, opines that these predictions are exaggerated and overblown.One-to-one marketing would be a goldmine if customers made clear and consistent choices and buying decisions. However, buyers preferences are often fuzzy and unstable; and more so, buyers themselves can’t explain their own buying decisions. Which leads us to the next obvious question – Why are preferences so fickle? Preferences are often determined by the options customers are shown and the way in which products are presented. Customers frequently don't know the value of products by themselves. They mostly rely on what they see at the mall, i.e. rely on comparisons set up by the retailer to determine if an offer is a “good buy”. Shoppers tend to compromise. Companies provide similar products in various price ranges. However, it is noticed that sales of mid-priced products are boosted the most. This is because customers don’t want to buy the cheapest available item. But
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at the same time, may not be able to afford the expensive variant either. The manner in which products are presented also affects preferences. When products are shown together, consumers tend to choose more on price than brand. When products are displayed sequentially, consumers rely more on brand and less on price. Thus, less expensive products will do better if presented on the store shelf next to more expensive, better-known brands, rather than on end-of-aisle displays.
Last word The advent of the internet, mobile data connectivity and associated tools provide an easy and affordable method to adopt one-to-one marketing on a large scale. However, marketers will be ill-advised to assume that simply adopting one-to-one marketing via the Internet will dramatically change the basic rules of competition. Results are likely to be more impressive if they combine customer knowledge with an understanding of what influences buyer decisions. A wine seller who not only relies on a consumer's demographics and purchase history but also manages the set of wines presented on a screen or catalogue page is likely to have greater success.
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S P E C I A L S T O R Y
Marketing is a war! Competitors fight it out in this slugfest to gain the highest market share, to increase their profitability or to best meet the customer demands. All our marketing gurus have always advocated a customer centric approach. Customer is the ultimate decider of the fate of any business, or so we are told! If being successful was only about delighting the customer, then the market leader simply would be the firm that performed the best market research. Clearly, much more is required! Al Ries and Jack Trout, in Marketing Warfare argue that the concept of customer-oriented philosophy is inadequate. Rather, firms would do better by becoming competitor-oriented. Marketing has always been a battle raging between the strong, resourceful, established players and small, ambitious but innovative firms. Military strategies and marketing strategies have therefore always had a common connected thread running between them.
business in several ways. Leaders in both spheres must: • Deal with a world of 24/7 information and public scrutiny • Cope with perpetual ambiguity • Adjust to ever-changing goals
The Four Strategies The language of marketing has been borrowed from the military. We talk about : Defensive marketing: securing competitive advantage Offensive marketing : protecting competitive advantage Guerrilla marketing : Attack, retreat, hide, then do it again, and again, until the competitor moves on to other markets Flanking: (Often overlooked yet one of the most powerful military strategies)
It seems like every generation of business leaders has looked to the military for inspiration and wisdom. The early part of the 21st century seems no different in this regard. The military provides a model for
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SPECIAL STORY Flanking The military historian B. H. Liddell-Hart, after analyzing battles ranging from the Greek Wars to World War I, determined that only 6 out of 280 victories were the result of a frontal attack. He concluded that it is usually wiser to avoid attacking an established adversary’s point of strength and to focus instead on an area of weakness in his defenses. This is the basic premise of flanking. Many marketers ignore the lessons of military history and continue to attack competitors "head on," a strategy that seldom works. They should consider flanking. Flanking strategies can be either offensive or defensive: Flanking Attack (offensive) - In business terms, a flanking attack involves competing in a market segment that the target does not consider mission critical. The target competitor will not be as concerned about your activities if they occur in market niches that it considers peripheral. Flanking Position (defensive) - This involves the re-deployment of your resources to deter a flanking attack. You strengthen your flank if you think it is vulnerable. The disadvantage of this defense is that it can distract you from your primary objective and siphon resources away from where they are needed most.
may be able to capture a significant share of the total market by concentrating primarily on one large untapped segment. This usually involves developing product features or services tailored to the needs and preferences of the targeted customers, together with appropriate promotional and pricing policies to quickly build selective demand. Japanese auto companies, for instance, penetrated the U.S. car market by focusing on the low-price segment, where domestic manufacturers’ offerings were limited. Domestic car manufacturers were relatively unconcerned by this flanking action at first. They failed to retaliate very aggressively because the Japanese were pursuing a segment they considered to be small and unprofitable. History proved them wrong. In some cases, a successful flank attack need not involve unique product features. Instead, a challenger can sometimes meet the special needs of an untapped segment by providing specially designed customer services or distribution channels. For instance, Apple’s iTunes music store has captured more than 5 percent of the global recorded music market by offering a convenient (and legal) way for Web-savvy consumers to locate and download songs for their personal music libraries.
A Flank attack seeks to avoid direct confrontations by focusing on market segments whose needs are not being satisfied by existing brands and where no current competitor has a strongly held position. It is appropriate when the market can be broken into two or more large segments, when the leader and/or other major competitors hold a strong position in the primary segment, and when no existing brand fully satisfies the needs of customers in at least one other segment. A challenger
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SPECIAL STORY Maneuvering Winston Churchill his series entitled “The World Crises” states that maneuver is necessary before one group can flank another. Maneuvering is typical of competition during the early and developing stages of a market. Almost every great company establishes themselves by maneuvering themselves into a position where it is considered the best choice for customers. This maneuverability must also remain a main focus of organizations once they mature as they keep track of the major established segments in the total market. This obsession with maneuvering can leave new, vulnerable flanks in the market, which smaller organizations can attack with specialty products and offerings. Encirclement Encirclement is an offensive strategy that involves targeting several smaller untapped or underdeveloped segments in the market simultaneously. In Operation Desert Storm, more than 100,000 Iraqi troops crossed into Kuwait, fixed themselves into strategic positions — in front lines — to combat U.S. General H. Norman Schwarzkopf-led Allied Forces. They ignored one of the basic rules of defensive warfare — secure the flanks. They lost. Military legends like Napoleon, Hannibal, and Julius Caesar have used flanking maneuvers — surrounding opposing force from two or more directions, thereby reducing its ability to defend itself. There is a lesson here for business. The idea is to surround the leader’s brand with a variety of offerings aimed at several peripheral segments. This strategy makes most sense when the market is fragmented into many different applications segments or geographical regions with somewhat unique needs or tastes. A variation of the
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Encirclement strategy is the pincer strategy“Surround then on two extreme sides”. L’Oreal has been launching innovative products in the high end market while introducing their simpler versions in the mass markets. This strategy has allowed L ‘Oreal to press its competition from both the ends.
Deploy your to Secure Flanks
S W AT S your
A great asset in warfare is possession of SWATS (Superior Weapons and Tactics Systems). Large organizations posses an advantage over smaller ones; numerical superiority, based on economics of scale, is vital to the rules of engagement, profitability and competition. The business strategy of competing with scale mirrors what military generals do in combat. As Sun Tzu wrote in The Art of War, "know the enemy and know yourself and in a hundred battles you will never be defeated; when you are ignorant of the enemy but know yourself, your chances of winning or losing are equal; if you are ignorant of both your energy and yourself, you are certain to be defeated." Firms must thoroughly understand themselves and their competitors through appropriate environment scanning and market intelligence. Securing flanks means using multiple SWATS tools while understanding that some will become obsolete with time. Stay paranoid, stay successful is the mantra after all!
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FEATURED ARTICLES RIM rebranded to Blackberry at the launch of Blackberry 10. Will it work? Aditya Khajuria, Goa Institute of Management
“When you develop your brand name on a foundation of strategy, consumers don’t only hear, they listen” - blackcoffee.com In the middle of all the excitement related to launch of the new BlackBerry 10 phones and operating system, company also announced that it is dumping its earlier name and it will now be called “BlackBerry” instead of “Research In Motion.” and the stock will begin trading on the Nasdaq under the ticker symbol “BBRY” on Feb 4, 2013. BlackBerry has finally aligned the company name with its primary product around which its strategy revolves, which many analysts and investors had been urging for long time. When CEO Thorsten Heins announced “We have reinvented the company, and we want to show that in our brand. From today on we are BlackBerry everywhere in the world”, it had made important step towards the future of the company. Establishing its corporate identity on the basis of its main product, smartphone, is being looked by brand experts as "brilliant" but also "risky." Many believe that name change was long overdue and its gives the company chance to reinvent itself. Much depends on how will consumers look at corporate rebranding and view BlackBerry as a new company. Chances of getting rid of negative associations that the company has built up over the last few years are bright, as consumers may come back and give Blackberry chance once more to prove its superiority. BlackBerry already enjoys global recognition, therefore probability of causing confusion among consumers and backfiring of this move are slim. But the perception among some consumers that the BlackBerry brand itself has become out dated and invokes the images of clunky QWERTY keyboards, does pose certain risk for the success of rebranding. Future for BlackBerry looks bright and promising, in wake of its recent smart phone launches, BlackBerry Z10 and BlackBerry Q10, which has again rejuvenated the brand to challenge market leaders. BlackBerry comes with a new vision, a new attitude and new energy. Company is using this opportunity to hold events to meet with developers, business partners and customers all around the world. According to YouGov Brand Index’s Buzz score, BlackBerry has been steadily improving its position and looks well placed to achieve higher market share. Blackberry, iPhone, and Galaxy were measured with YouGov Brand Index’s Buzz score. Its finding has shown that the Blackberry brand has been picking up more positive feedback than negative from consumers since mid-January 2013, as at the same time Apple’s iPhone’s recent perception is declining.
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FEATURED ARTICLES YouGov Investor View data from April 2012 to March 2013 shows that 43% of Blackberry owners were expected to purchase another Blackberry in Jan-March 2013 as compared to 18% in the quarter April-June 2012. Loyalty for iPhone owners dropped from 92% to 85% over the same period, while Galaxy’s improved from 46% to 53%.Therefore, the decision of the management to rebrand itself towards its rising smartphone is likely to bring rewards for the company. The company is generating buzz for its much anticipated planned SuperBowl ad. Alicia Keys, famous American singer and actress, was made brand’s global creative director. New tagline “One brand. One promise.” aimed at calling attention to the company's transition to its new identity and renewed focus on its products was also introduced. All these rebranding activities signal opportunity for the organization to refresh its culture and way of doing business for its 12,000 employees. Upcoming times for BlackBerry could represent one of the greatest revivals in the industry and certainly BlackBerry has taken step in right direction.
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REWIND First Marketing Round Table Conference
SIMSR conducted its first Marketing Round Table Conference on 16th of Feb, 2013. It was first of its kind conference organised bringing together alike mind marketing enthusiasts. The event began with the unveiling of logo of Marketing Round Table Conference. The logo depicts the strength of marketing department of SIMSR with a tagline ‘together, moving forward’. Theme for the Conference: Marketing is evolving faster than ever before. Not because of technology itself, but because markets and A new generation of brands are shaping markets customers right now. These new brands are playing a different game – new rules, new tools – and with more impact. And hence the theme for the conference- ‘Rethinking Marketing’.
Prof. Isaac Jacob started the conference by giving his thoughts on ‘Rethinking Marketing’ with the latest trends in Marketing spot and then followed by each speaker describing their outlook towards the sphere of discussion. It then led to the basis for the Round Table Conference where the topic was discussed, argued, views were shared and new thoughts were originated.
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REWIND
Dr. Bhaskar Das
Dharmendra Satapathy
Amit Tripathi
The Conference had wellregarded speakers –Dr. Bhaskar Das, Group CEO Zee Mews & DNA; Dharmendra Satapathy, VP & Head Marketing Tata Mutual Funds; Amit Tripathi, MD ID8 Labs. Prof. Isaac Jacob, Marketing Professor, SIMSR, played a role of moderator for the conference discussion. The listeners encompass of Industry Experts, Marketing Professors, Alumni, and students from B-schools. Takeaways: New perspective on Marketing and what lies in future for Brands in area of marketing was highlighted. Speakers shared their industrial perspective thoughts and brought out the unique way in which marketing should be reconsidered and thought upon by the Marketers. It was a very informative, interactive session and a great learning experience for the listeners.
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BOOKWORM
The Fall Of Advertising And The Rise Of PR Authors- Al Ries and Laura Ries
This Business Week best-seller by the father-daughter duo Al Ries and Laura Ries explains the difference between Advertising and PR, which to a novice would appear as off shoots of one another. But once you are done with this book, you will never see the two in the same way again. "Creativity wins awards, but does it also win sales? To be effective, advertising doesn't need creativity. It needs credibility." and that is where PR comes into the picture. The book draws comparisons between advertising and PR, outlining the tangible benefits of them both as marketing tools and then goes on to explain why PR will become a dominant force in brand building in the future. The biggest strength of this book is the number of real life examples that have been provided to drive its point forward. The language used is simple and lucid, keeping the pace of the book fast so that there is not a single dull moment. This book will leave a lasting impression on you and is a must read for all those who want to make a career in Marketing.
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SqAreheaD
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BUZZ
The Crossword
Across 1. In 1931, this automobile company was bought by Rolls- Royce secretly using a company named British Central equitable Trust. The founder of this company was called "W.O" and was known for rotary aero-engines in WWI. 2. The founder of this company received a patent on his "Lucky Curve" feed that was incorporated in the product. The image shows the equation of Martini which is linked to the company. 3. For which company did Leo Burnett create this iconic image after WWII, getting inspiration from an issue of LIFE magazine.
The Clues 1.
4.
7.
2.
5.
8.
3.
6.
9.
7. Which ice-cream company was created by P L Lamba to cater to American soldiers who were stationed in Delhi in WWII. Image shows the earlier logo of the company. 9. Which company started operations as "Dandekar & Co." with "Horse Brand" Ink powders and tablets in 1931? The company shown in the image currently owns 51% stake in the company.
Down 4. Which ad agency is responsible for the Lalitaji campaign? The company is the acronym of Lever International Advertising. Major shares are owned by the company given in the image. 5. The co-founder of which company in an active investor in alternative energy companies, such as Tesla Motors. 6. The logo of which company is representative of a light that has 3 crossed tuning fork? The image is the previous logo of the company.
Answers
1.Bentley 2.Parker 3.Marlboro 4.Lintas 5.Google 6.Yamaha 7.Kwality 8.Rupa 9.Camlin
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8. Satyajit Ray, the acclaimed film maker, had designed the logo of which company for which all he asked for in return were some books?
FEBRUARY 2013
CALL FOR ARTICLES FOR MARCH 2013 Articles can be sent on any one of the following topics*:
1. Dettol vs. Vim: The Return of Ad Wars. 2. Youtube now entices Indian Marketers 3. Will themed malls work in a country like India ?
*Please ensure that there is no plagiarism and all references are clearly mentioned 1. One article can have only one author. 2. Your article should be from 500-600 words and MUST be replete with relevant pictures that can be used to enhance your article. 3. Send in your articles in .doc/.docx format with font size 11 (Arial) to: interface.newsletter@gmail.com 4. Subject Line: Your Name_InstituteName_CourseYear. 5. Kindly name your file as: Your Name_Topic The best adjudged article will be given a winner's certificate. Deadline for submission of the articles: 11:59 PM , 16 March 2013.
THE MARKSMAN
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To subscribe to "The Marksman", Follow the link:http://interfacesimsr.weebly.com/the-marksman.html OR drop in a mail/contact us at : interface.newsletter@gmail.com Subject line: Subscribe: Your Name_Institute Name_Course Year
THE TEAM COVER STORY
SPECIAL STORY
Keith Mascarenhas
Niyati Chamyal
It’s all about AD-itude Pallavi Srivastava
SquAreheaD Pallavi Srivastava
Brand MARK ive Upveen Tameri
Hallmark Campaign Hinal Shah
TWEETS Upveen Tameri
BUZZ Sujit Mishra
BOOKWORM Tilottama Sanyal
DESIGN
PROMOTIONS
Tilottama Sanyal Yash Chamaria
Vibhav Shukla
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FEBRUARY 2013
Team MARKSMAN wishes all its readers
Happy Reading!