The Marksman February 2018 by The Marksman

Dear Readers, Season of love greetings to one and all, It gives us immense pleasure to present to you yet another interesting issue of our beloved Marksman. We have curated for you a broad spectrum of interesting articles that would enhance your understanding of marketing. With the advent of liberalization and FDI, more and more brands have led to more choices for the consumer. We look at this unique phenomenon in our Cover story “Choice Overload”. February being Cupid's month, we look at the strategies employed by marketers for Valentine's Day in our Special story. We go behind the scenes with Gabrielle ‘Coco’ Chanel and look at her incredible career and legacy in the Pioneer section of our magazine. We would like to congratulate the winner of this month’s Call for Article, Pramod Gupta from SCMHRD Pune whose article on ‘Street Marketing’ has been featured in this issue. We also congratulate the runner up, Diptimaya Sarangi from IIT Kharagpur whose article had indeed provided stiff competition to the winner’s title. 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 it helps us improve our magazine. Happy Reading! Connect with us on www.interfacesimsr.com/index.php/marksman Follow our Facebook page for more updates.

FEBRUARY EDITION

INDEX Tweets

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

Marketing Faux Pas

Cover Story

Pioneer

Special Story

Brand Markive

Bookworm

Hall-Mark Campaign

Kickstart

Event-SGMC 2018

Event-COMSTRAT 2018

Featured Article

Square Head

Buzz

FAUX PAS TWEETS KARTHIK IYER AND ANJALI VERMA

#ReleaseThePressure The recent ‘Release the Pressure’ campaign by Mirinda, the orange flavored sparkling drink from PepsiCo, has brought out the issue of constant comparison by parents to push their children. Mirinda ignited conversations around the issue through a moving short film, created by the award-winning director Shoojit Sircar and has also partnered with Fortis Healthcare to start a student helpline which will offer counselling services.

This Raksha Bandhan, let all sisters come together and make sure all our brothers wear helmets

#BeOurFlipHeart Flipkart, one of the leading online shopping giant, has recently done something clutter-breaking in a different manner by deploying social media as an engaging primary medium. Keeping in mind the Valentine’s Day, Flipkart came up with the #BeOurFlipheart campaign across their Facebook and Twitter handles to engage their customers with a contest and surprise them with gifts. They also offered heavy discounts and cashback offers with HDFC 1 MARKSMAN

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TWEETS

#StartYourImpossible: Sometimes it’s not about how far we have come,It’s about how far we’ll go At the Winter Olympics 2018 held in Pyeongchang County, South Korea from 9th Feb 2018 to 25th Feb 2018, Toyota, the Official official partner for Games initiated a wonderful campaign under #StartYourImpossible . The campaign seeks to motivate the people around world to overcome their fear, inability and achieve what is impossible for them.

It featured the stories of courageous people who despite their challenges be it physical or mental

It featured the stories of courageous people who despite their challenges be it physical or mental have achieved what was impossible for them. Many of the participating athletes in Winter Olympics also shared their challenges under this campaign.

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IT’S ALL ABOUT AD-ITUDE -

AKRITI ARORA

TELEVISION AD The recent absurd ad of Mountain Dew Ice vs Doritos Blaze launched for the Superbowl has made its audience go bananas. PepsiCo, the company that owns Doritos Blaze and Mountain Dew Ice, brings out the idea of a rare joint ad that features the Game of Thrones Star Peter Dinklage lip-syncing to Busta Rhyme’s verse “Look at Me Now” while munching Doritos Blaze and walking through a spooky fierce mansion. At the end of his pompous walk, the entire furniture is on fire.

Meanwhile, on the cooler side, Morgan Freeman, an academy award winning actor, is seen sipping on Mountain Dew Ice while lip-syncing to Missy Eliot’s “Get Your Freak On”. All the furniture freezes as he walks by and both the rappers make appearances taking on the role of rap battle coaches. The best part about this ad is the ultimate face-off between fire and ice which keeps up the zeal of Super Bowl fans at a maximum level, making them all pumped up for this season.

The best part about this ad is the ultimate face-off between fire and ice which keeps up the zeal of Super Bowl fans at a maximum level,

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AD-ITUDE

PRINT AD This brilliant interactive ad campaign/print ad was created by Memac Ogilvy and Mather, Dubai, in the interest of reminding people that the only place where they can find genuine car parts would be Volkswagen’s dealership.

Recently, some major companies have been a victim to the phenomena of counterfeiting. Volkswagen had experienced being trapped in one such circumstance, predominant in major parts of the middle-east. It lost one third of its stock within days just because some unscrupulous vendors were “frauding around”. This urged Volkswagen to come up with the campaign – I Am Not A Fake. It is the first ever interactive digital media campaign and is widely used in those sites where fake spare

parts are being sold online and it uses reCAPTCHA recognition technology as a verification process. Instead of using arbitrary images to verify whether the user isn’t a robot, people have to select a fake part. This brilliant interactive ad campaign/print ad was created by Memac Ogilvy and Mather, Dubai, in the interest of reminding people that the only place where they can find genuine car parts would be Volkswagen’s dealership.

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FAUX PAS The World’s largest food chain, McDonald’s, had to pull back their advertisement which was accused of exploiting childhood bereavement. The advert showcases a child and his mother, the child asking his mother about his deceased father. The mother describes the father who did not have anything similar with his son. The child feels dejected until they enter into a McDonald’s outlet and the mother says, “That was your dad’s favourite too” as he eats a Filet-o-Fish. This brought in a lot of negative feedbacks and comments about McDonald’s.

SURAJ CHOUDHARY

Shelley Gilbert, a psychotherapist and founder of Grief Encounter for children’s bereavement stated that she received emails and phone calls regarding the advertisement from parents. She was concerned about the exploitation of childhood bereavement as a way to connect with kids and surviving parents. This storyline was disturbing and resonated with families where children were bereaved of a parent. The Advertising Standard Authority reported the number of complaints they received the next day the ad was released. Some complaints cited the emotional manipulation by McDonald’s with the proximity of Father’s Day.

Some complaints cited the emotional manipulati on by McDonald’s with the proximity of Father’s Day.

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FAUX PAS

The Advertising Standard Authority reported the number of complaints they received the next day the ad was released. Some complaints cited the emotional manipulation by McDonald’s with the proximity of Father’s Day. People took out their emotions on social media with several negative comments for McDonald’s. McDonald’s had to make an official statement apologizing for the ad and they withdrew it from all the media sources and channels. McDonald’s had to make an official statement apologizing for the ad and they withdrew it from all the media sources and channels.

Each shape correlated to a woman’s body type such as thin, tall with smaller curves, pear-shaped, squattershaped and hourglass shaped bottles.

Dove Ruined its Body Image: Dove, known for its ability to connect its brand image to social ideas through campaigns like ‘Real Beauty’ campaign got backlashed over its advertisement which conveyed ‘Beauty comes in all shapes and sizes’. The ad showed the manufacturing of six different types of Dove branded plastic bottles. Each shape correlated to a woman’s body type such as thin, tall with smaller curves, pear-shaped, squatter-shaped and hourglass shaped bottles. But the ad campaign was perceived in a negative way and people started pouring in with negative reactions on social media.

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COVER STORY - VIDHI MEHTA

CHOICE OVERLOAD Have you ever faced a situation where you were looking for something but after repeated attempts, you cannot find what you are looking for and, in the end, you just leave the thought of having it all frustrated? Now think about the fact that you want to buy something and you get ten more choices for the same product. The feeling is no different. You get frustrated even more because now you have to choose, which is all the more difficult than not choosing at all. This situation is referred to as choice overload or overchoice. With the everyday entrance of new entrants into the market, the number of choices and availability of the products has increased enormously. Previously when you got five choices to choose from, now you get 500 different choices from which you can pick up your pick. You will mark this statement as hyperbole but this is a fact. Studies state that the numbers of choices offered by an average US supermarket went from 65 in 1950, through 200 in 1963, to over 360 in 2004. When you enter a super market the site you get is this:

You get frustrated even more because now you have to choose, which is all the more difficult than not choosing at all.

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COVER STORY

And the things that you wish to buy are these:

There exists a study behind this situation when too many choices are presented to the customers. The study states or rather encounters us with how customers react differently to a different number of choices presented to them

No wonder you end up buying more than required and still end up being dissatisfied with the purchases that you made. Supermarkets provide you with a huge range of necessities and other products but do not help you with deciding the right product for you and hence for the majority of the time you end up buying something that is not even required. There exists a study behind this situation when too many choices are presented to the customers. The study states or rather encounters us with how customers react differently to a different number of choices presented to them. The theory was stated by Iyengar and Lepper in 2000. The study goes as follows. Both Iyengar and Lepper set up a jam shop in a grocery store along with a tasting booth for either 6 or 24 varieties of jams, out of which standard flavours like strawberry were removed. Shoppers were invited to stop by the booths, try as many flavours of the jam as they wanted, given a $1 off that brandâ&#x20AC;&#x2122;s jam and then left. The table with more varieties of jam attracted more customers (almost 60% of passers-by), relative to the table with fewer selections (40%), suggesting that the availability of more options was appealing to the customers. However, there was no difference in the average number of jams sampled between the two booths. Be it the table with six flavours or be it a table of 24 flavours, people only sampled about 1.5 of them, 8

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COVER STORY

on an average and apparently, no one sampled more than two flavours (maybe out of courtesy). More interestingly as the customers were given $1 coupons, the purchases made by them can be tracked. It was seen that, of those who stopped at the table with only six flavours, about 30%of them ended up purchasing jam, whereas, the table with 24 jams had only 3% of customers who ended up purchasing jam. There were a couple of drawbacks with this study, owing to its naturalistic design. The issues illustrated by the author were, it is possible that people who were not interested in buying jam would have visited the booth with 24 flavours of jam, simply out of curiosity, whereas those with greater interest in buying jam would have remained interested even when a smaller sample was available to them. Many more types of research were conducted on choice overload to study consumer behaviour. All ended up giving mixed reviews, as less variety restricts consumers to make their purchase whereas large variety can give consumer more preferences to decide what they want to purchase. Given a choice even you will prefer to have more choice than a small sample set even though shortlisting Price becomes a tedious task. As market keeps on growing, products generated in the market also increases. Take an example of a regular shampoo. The variation in shampoos is uncountable.There is one anti-dandruff, then silk

All ended up giving mixed reviews, as less variety restricts consumers to make their purchase whereas large variety can give consumer more preferences to decide what they want to purchase.

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COVER STORY

When the customer has a clear mind set and has the knowledge regarding the product he wants, he doesnâ&#x20AC;&#x2122;t have to look at rest of the products

and smooth, for long hair, for frizz-free, for split-ends, for thick hair, for shiny hair, for coloured hair and the list goes on. The companies making them are also countless. Some are well-known worldwide whereas some are present in only urban or rural locations selectively. The same is the case with all the products present in the market. Let us take an example of a well-known shampoo brand owned by Procter and Gamble: Head and Shoulders. Not too long ago, Proctor & Gamble marketed Head and Shoulders shampoo with twenty-six variations. Sales were good, but not maximal. To increase sales of their shampoo, they decided to reduce the number of variations from twenty-six to fifteen. Result: Sales increased 10% Acquiring the product as per the need is simple but then shortlisting or picking up one from 100 brands is sometimes difficult. When the customer has a clear mind set and has the knowledge regarding the product he wants, he doesnâ&#x20AC;&#x2122;t have to look at rest of the products, but when the customer is new to the purchase and is required to make a decision it becomes difficult for him. Even after choice overload makes it hectic for consumers to make the decision, the number of choices is majorly preferred by them. When more choices are presented to customers there is a satisfactory smile spread on their lips though the satisfaction vanishes after the purchase. But studies state that it is not the case always. More choices are also as satisfactory and preferable as are less number of choices. It depends from consumer to consumer and their respective shopping pattern. 10 MARKSMAN

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COVER STORY

There is always a solution for every problem. In this case, to ease the problem of choice overload, vendors can look after the following aspects; Design: Design covers presentation, the complexity of the choice set, customer preference (i.e.; none) and the efforts put in by consumers in decision making. All these factors should be taken into consideration before creating a design to present the wide range of products. The clarity among products makes the task for consumer easy and less time-consuming. Proper presentation of products gives consumers more time to process the information and make the decision. You can make your product visible to the customer before him entering the store so as to make him surer about his purchase. This can mainly don with the help of websites that view the product along with the reviews. With all these proper cares should be taken that consumers are not cheated on these lines, as losing their trust will prove to be a major loss for the product itself how so ever good it may be for the consumer. Information: Providing proper details for the product helps the consumer to make the right choice. For a highly differentiated or a complex product, information listing the pros and cons of the product should be provided. Provision of information can help

Providing proper details for the product helps the consumer to make the right choice. For a highly differentiated or a complex product, information listing the pros and cons of the product should be provided.

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COVER STORY

Also, another thing that vendors can adopt is to trigger different categories. Like for example, new arrival, on sale, denim further categorized into slim, skinny and straight.

COVER STORY

consumers to pick the products more easily. Also, another thing that vendors can adopt is to trigger different categories. Like for example, new arrival, on sale, denim further categorized into slim, skinny and straight.

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COVER STORY

Selection: Stores generally have the tendency to keep all the products in bulk together giving less space and visibility to some of the products. This results in these products being unnoticed and also brings a certain limitation for the consumers and their choice. So, what can be done is that all the products can be made visible to the consumers by reducing the traffic in the rack. Choice overload and its side effects may be counter-intuitive. But, unfortunately, itâ&#x20AC;&#x2122;s a pressing issue that needs to be addressed. Taking the necessary steps to prevent and ease its effects makes a difference. The last thing you want is for your customers to become paralyzed or dissatisfied. Hence proper care should be taken of the 3 points stated above to help your consumers make a decision and have a fair opinion regarding your product. This declines the problem of choice overload and also satisfies the need of a consumer.

The last thing you want is for your customers to become paralyzed or dissatisfied. Proper care should be taken of the 3 points stated above to help your consumers make a decision

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PIONEER COCO CHANEL

VIDITI JAJODIA

The little black dress has become synonymous with women’s strength. Imagine a Friday night or the important party at your workplace without the confidence-boosting LBD. But have you ever wondered where the concept of LBD originated With her from? Meet the woman behind the veil. We all know her name, we timeless have heard of her perfumes and we have aspired to have her designs, clothes in our closets. trademark With her timeless designs, trademark suits and Chanel No.5, suits and Gabrielle ‘coco’ Chanel took the fashion world by storm. Not Chanel No.5, many are aware that this orphan from Samaur, France started her Gabrielle career as a singer (where she earned the moniker “Coco”.) ‘coco’ Chanel 10 years after opening her first store, Chanel ventured into what took the she called “the unseen, unforgettable, ultimate accessory of fashion world fashion” – Perfume. She debuted her iconic Chanel No. 5. by storm. However, the deal was not in her favor as she only received 10% of profits. Her business saw its ups and downs. During WWII, she had to shut shop and was associated with German military officer, Hans Gunther von Dinklage. While she was acquitted in the court of law, many saw her relationship with a Nazi as a betrayal of her country. Her business saw its ups and downs. During WWII, she had to shut shop and was associated with German military officer, Hans Gunther von Dinklage. While she was acquitted in the court of law, many saw her relationship with a Nazi as a betrayal of her country. She moved to Switzerland and stayed away from her home country

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PIONEER However, a spirit like that, Coco would never leave the fashion world behind. At the spry age of 70, she entered the fashion world again and won over the hearts of shoppers with her easy-fitting and feminine designs.Coco died on January 10, 1971, in her apartment. But her legacy still lives. She has inspired movies, Broadway plays and no designer can escape the shadow she still casts on the Fashion and Perfume world.

At the spry age of 70, she entered the fashion world again and won over the hearts of shoppers with her easy-fitting and feminine designs.

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SPECIALSTORY STORY SPECIAL -

TEJAS RANE

Valentine’s Day Marketing Valentine’s day first came to be known after the martyrdom of Committed Saint Valentine of Rome. It was for this reason that this day was or not, it is celebrated as a feast day. Over the years this day has undergone a hard to massive transformation and now has a totally different meaning and isolate effect to it all together. This transformation can be traced back to yourself the 14th century when the great poet Chaucer wrote the poemfrom the ‘Parliament of Foules’ which got associated with Valentine’s day. buzz This led to the beginning of a romantic movement where there created by was a day specially to be celebrated for love. It has spread around this day. the globe and finds itself well set in the psyche of the people. Committed or not, it is hard to isolate yourself from the buzz created by this day. Well, since love is the air for the millennials it is so for the marketers as well to ride on this Valentine’s day brand wagon. A day to celebrate gives an opportunity to any business to provide a product or a service to create an experience for the customers. This generation where instant gratification is the norm, has seen many services being developed to cater to those wants. . The evolution of dating apps like Tinder, Happn, Woo and many others with this space getting more and more crowded just proves that people want things instantly even if those aren’t material ones. You wouldn’t be surprised to find these apps trending on the App Store or Google Play Store in the first two weeks of February or if you are getting extra

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SPECIAL STORY swipes as Valentineâ&#x20AC;&#x2122;s gift from Tinder. Life in the city is hectic, driven There are by deadlines. This day creates the perfect opportunity for couples to places spend time together away from the hustle and the bustle of the city which have and connect with nature. Websites like Eventshigh and LBB bring into games notice the various camping options for such people. The sites having based on a lake or mountains in the backdrop are the popular places to go the theme camping to. These camps are organized by private businesses and of provide the required services. The websites then get the cut for Valentineâ&#x20AC;&#x2122;s every registration done through their platform. The new craze is to day, they set up camps by the sea with mostly the less explored beaches being also have targeted. some Restaurants and pubs benefit the most. There is a gamut of offers and drinks choices available for this day. These places have to compete with named other such places and hence have to position themselves into one of specially the categories of dining that the couples do on Valentineâ&#x20AC;&#x2122;s day. So, according there will be promotions of easy-on-the-pocket places for people to the having shoestring budgets. There will be restaurants promoting candle theme. light dinners, karaoke and after-party buffets. Then lies the last category of the restaurants known for sophisticated dinner and the expensive wine. So, marketing these with the right communications strategy is the main objective of the marketers looking to pull a large traffic. The cake shops and the chocolate companies have a reason to cheer as their sales are about to rise in this season. Cadbury came up with a new dairy milk chocolate just for this occasion with a heart in the center for the lovers to find and for someone who wants to propose, can do so with this chocolate. Apart from the food, there will be places which would offer experiences of doing things with your significant other. There will be cooking workshops where couples can cook together.There are places which have games based on the

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SPECIAL STORY

Even 15year old children are making their wallets heavier out of this funny game of stories and posting relevant pictures on Instagram. theme of Valentine’s day, they also have some drinks named specially according to the theme. There are companies which promote customized products like mugs and T-shirts for Valentine’s day and have all the wacky content written for that. These are somethings which give the businesses an opportunity to stand out amongst the others. Talking about the recent campaigns, Dunkin Donuts came up with a campaign where they asked the customers to share their experience of heart shaped Dunkin Donuts on Instagram and Facebook in order to win rewards on Valentine’s day. ‘The Body Shop’ launched the ‘SendingAKiss’ campaign where they asked the followers to blow kisses to their friends on Instagram. eHarmony, the online dating site, launched an innocent campaign with kids where they asked kids what meant most to them in a video and that was spending time with the loved ones. T-Mobile came up with an innovative campaign where they asked the users to write breakup letters to their previous telecom operators explaining why they were switching to T-Mobile. The list of campaigns goes on and on as most of the companies want to make the most of this opportunity. Well, all of the above for the committed ones, but what about the singles? There is an opportunity in that as well. Nina Ricci came up with a campaign featuring the power of women where they asked their women followers to post pictures with their best friends on Instagram spreading the message that there is no compulsion of finding a date on Vday.‘The Stables’ in Mumbai had come up with ‘The Break Up Box’ where the singles had to get the stuff their exes had given them in exchange for free drinks, such stuff would be donated to the poor. There are speed dating events being organized to find dates on Valentine’s day. One such place is Cat Café in Mumbai where the singles can spend time with the cats and also 18 MARKSMAN

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SPECIAL STORY meet interesting people. There are bloggers who want to market themselves as being able to understand the loneliness of the singletons and to be there for them. So, on the whole we can see that this theme of love extends to a lot of things. Valentine’s Day serves to be a great opportunity for businesses to push their creativity to acquire customers and create experiences. All of this revolves around the simple principle of a human’s need to show love and to be loved.

So, on the whole we can see that this theme of love extends to a lot of things. Valentine’s Day serves to be a great opportunity for businesses to push their creativity to acquire customers and create experience

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BRAND MARKIVE ABHA SHAH

Airbnb The October of 2007 saw two roommates and former schoolmates Brian Chesky and Joe Gebbia, put an extra air bed Airbnb is one in the living room of their San Francisco loft in order to let it out of the very to someone to lessen the burden of rent on them. The couple of few extra bucks that they earned encouraged them to explore this as companies to a unique business model and thus AirBed and Breakfast was have taken born. bold steps in In the earlier stages the company struggled with getting funding. re-branding During the summer and fall of 2008 they started selling limited by changing edition cereal boxes called “Obama O's" and "Cap'n McCains” its core who were the presidential candidates at the time. They sold 800 proposition. such boxes for $40 each and raised $32000. As a brand it has grown from Airbed and Breakfast to Air BnB. It is one of the very few companies to have taken bold steps in re-branding by changing its core proposition. They launched in 2007 with the tagline of ‘Forget Hotels’. This came with a very functional value proposition of being able to save money on holidays by staying in local homes rather than in expensive hotels. They did not emphasize on the experience aspect of this. Another thing was that it was considered cheap because of the correlation of its name which had ‘Airbed’. In 2009, Airbed and breakfast became Airbnb with a blue logo. They soon realised the lack of empathy in their brand and came up with a renewed branding message of ‘Travel like a human’ in 2008-09. This message evoked a sense of community and changed the perception of the service that they offered in the consumers’ minds. This in turn gave them a rise in visibility and increased the number of bookings. Spring of 2011 saw an 800% growth in their bookings with listings in 89 countries.

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BRAND MARKIVE

In 2014, came the revolutionary rebranding of Airbnb; from its logo to its message to its purpose. Airbnb now became branded as an amalgamation of people, places, love and Airbnb. The message that they wanted to deliver now was of ‘Belo’, Belonging Anywhere. Through this concept of belonging, the brand didn’t restrict itself to just a place for renting houses but it made itself about the whole trip and experience. Aibnb is now a hospitality brand. A report from Goldman Sachs shows that Airbnb users who try the service once are less likely to prefer hotels for their next vacation. This in itself is proof of the niche that Airbnb has created for itself as the world’s largest accommodation provider, valued at more than $25 billion, that owns no real estate.

A report from Goldman Sachs shows that Airbnb users who try the service once are less likely to prefer hotels for their next vacation.

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BOOKWORM - ANJALI VERMA

MARKETING: A LOVE STORY! HOW TO MATTER TO YOUR CUSTOMERS It talks about having an altogether different approach to the indispensable element of business

This month of Valentines, Marksman brings a love story for all the marketers out there. A love story between you and your customers and a guide to know,” how to matter to your customers” through the pages of the book, “Marketing: A Love Story: How to Matter to Your Customers” written by Bernadette Jiwa. Bernadette is a Business Advisor, keynote speaker and the bestselling author of six best sellers and this book is one of them. She advises, consults with and speaks to Fortune 500 companies, startups, entrepreneurs and business leaders from around the world, and helps them to build their brands and relevance to customers.

Marketing: A love story got published in 2014, and has been one of the top recommended books till now for marketers and marketing enthusiasts. It talks about the basic and the biggest challenges that entrepreneurs face while communicating about the value of their products and services to the customers. It talks about having an altogether different approach to the indispensable element of business, marketing. If you reach out to your customer as someone who solves their problems instead of coercing them to buy your product, you are on the right track to instilling the feeling of soft corner in your customer’s mind which will eventually make you win their hearts. The book covers at length the entire relevant stages from one pager business plan mission statements, value creation, need of advertisements, how to become a part of your customer story, marketing strategies and also touches upon online and content marketing. It has chapters giving a complete idea of the topics which it covers and helps you build and develop your own thinking pertaining to the topic. The Author ends the book with the last chapters talking about selling a story, what not to tell your customer and shifting the focus from results to relationships. 22 MARKSMAN

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Hall-MARK CAMPAIGN -

ASHIK KURIAN

PADMAN’S MARKETING CAMPAIGN Akshay Kumar’s latest movie PadMan has hit the theatres after The movie is a series of social media campaigns sighting the importance of inspired by the the social cause “Importance of menstrual hygiene in Rural life of India”. The movie is inspired by the life of Arunachalam Arunachalam Muruganantham, who revolutionized the concept of menstrual who hygiene and is directed by none other than R Balki, director of revolutionized hits like English Vinglish, Cheeni Kum etc. One of their most the concept of applauded campaigns was the #PadmanChallenge. menstrual The challenge had the same format as the ALS Ice Bucket hygiene and is Challenge in which the Padman team would challenge directed by celebrities to pose with a sanitary napkin and they in turn none other would challenge 3 other people. Some of the big names in the than R Balki industry such as Aamir Khan, Anushka Sharma, Jacky Shroff, Alia Bhatt, Mahesh Bhatt, Anil Kapoor etc. took up the challenge The challenge had the same format as the ALS Ice Bucket challenge which gave the Buzz needed for the movie. However, the moment also received some backlash as some people like Mallika Dua and Supriya Doshi castigated that the team was wasting

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Hall-MARK CAMPAIGN

Peeping Moon presented a poem featuring Akshay Kumar and the YouTube sensation Aranya Johar sanitary napkins for marketing gimmicks. The team tied up with many content writing platforms to deliver different views on periods in order to commence conversations about the movie through burning societal issues faced by women. They have also joined hands with Vivel and ‘Blush’, cultural machines digital channel to create a new video called ‘#AbSamjhautaNahin – The Shopping List’. The video concludes with them asking donations for Vatsalya foundation in order to provide sanitary napkins to women in the rural area. Padman team also joined hands with Team MIssMalini to make a You Tube video titled, ‘If your Period was a person’ which has gained an impression of 1.1 million on YouTube. Peeping Moon presented a poem featuring Akshay Kumar and the YouTube sensation Aranya Johar which was titled #BleedingRani inorder to create a buzz among teens about Padman. Various Government bodies like WCD have also supported the cause. Other activities involved releasing comic books such as Padman meets Supandi, promoting the film at the auto expo, performing stunts at #WalkForHealth marathon etc. It has to be seen if all these marketing efforts will be reflected in the box office or not!

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KICKSTART -

JHALAK JAIN

YOUR BEAUTY OUR PASSION There are a lot of innovative, spurring minds with great ideas but a very few have the courage to do something about them now. Not This 5 year tomorrow, not the next week but today itself. A true entrepreneur old kid in eis a doer and not a dreamer!! tail cosmetic Nykaa is one of its kind 280+ crore start-up and the women market sells behind its success Falguni Nayar, a former investment banker who 35000 quit her job and turned into a businesswoman, founder & CEO of products NYKAA, a cosmetic and wellness online store, takes the risk on from 650 nail enamels and other beauty products. Mrs Nayar, a professionalnational/inter turned-entrepreneur found a potential in beauty sector which was national almost unexplored in the online market. Started in 2012, this brands both Mumbai based e-tail store has a concept similar to Sephora, a from luxury French cosmetic store. It has its presence on Web, on Mobileand mass Apps and also has four brick and mortar stores. It plans to expand segments itself by building atleast one store per month to go pan-India. The principles of retail are simple, know your products and curate them well. Nykaa has nailed it perfectly. This 5 year old kid in e-tail cosmetic market sells 35000 products from 650 national/international brands both from luxury and mass segments and is constantly adding new labels to the collection.

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KICKSTART

Nykaa outperforms itself every time by doing more than expected, bringing up new plans and ideas implemented and still not stopping. It has managed to build an image among its buyers that its products are genuine and at an optimum price.

Having on-board the premium brands under Estee-Lauder, Nykaa became the first Indian E-tailer to sell Mac and Bobby Brown cosmetics online. Nykaa outperforms itself every time by doing more than expected, bringing up new plans and ideas implemented and still not stopping. It has managed to build an image among its buyers that its products are genuine and at an optimum price. Earning customer loyalty in this age of switching mobile phone brands every month is itself an achievement. Ambitiously growing, it started its own cosmetic brand 2 years ago and it turned out to be a best seller by providing wide variety and quality at affordable prices. After years of hard work and lauded accomplishment, Falguni Nayar still feels that the company is in its nascent stages and has a long path to travel towards the road of success.

26 MARKSMAN

FEBRUARY EDITION

SGMC 2018 15th and

ABHA SHAH

16th

The 13th SIMSR Global Marketing Conference held on February, 2018 had been organized in academic partnership with College of Business and Public Administration, California State University, San Bernardino, USA and was ably supported by The chief AMDISA (Association of Management Development Institutions in guest for the South Asia). conference The theme this year was "MARKETING TO THE GLOBAL was Dr.Udo CONSUMER". About 50 research papers were presented at the Wagner, conference over a span of two days. All of the papers presented Professor of were very enriching. Management The chief guest for the conference was Dr.Udo Wagner, Professor at the of Management at the University of Vienna. He conducted very University of informative workshops during the conference and shared his Vienna. exemplary research experience. Mr. Sanjiv Sarin, MD and CEO at Tata Coffee came in as a keynote speaker for the inaugural ceremony and parted his wisdom from his very celebrated experience. In order to evaluate the research papers, very seasoned and expert research paper writers and others experienced, served as the track chairs. Lastly, the valedictory ceremony was where the winning research papers were announced. Tarun Chauhan, also graced the occasion and offered a whole different perspective on marketing and marketing research. The ceremony concluded with some stupendous cultural performances by the SIMSR students.

27 MARKSMAN

FEBRUARY EDITION

COMSTRAT 2018 MONISH SHAH

Comstrat 2018 presented the participants with the case of Horlicks and saw a great response from institutes all over the country.

FCB ULKA Comstrat in association with K.J. Somaiya Institute of Management Studies and Research is an annual case-study competition in the area of communication. What makes Comstrat different from the rest of the case study competitions is the fact that Comstrat is the only competition conducted in the area of advertising and communications. Comstrat 2018 presented the participants with the case of Horlicks and saw a great response from institutes all over the country; Out of which only six best teams made it to the finals. They were: 1. Narsee Monjee Institute of Management Studies, Mumbai 2. Xavier Institute of Management, Bhubaneshwar 3. International School of Business and Media (ISB&M), Pune 4. Institute of Management Technology (IMT), Ghaziabad 5. MISB Bocconi, Mumbai and lastly 6. K.J. Somaiya Institute of Management Studies and Research, Mumbai

The event was graced with the presence of esteemed judges, Mr. Gulshan Singh, Executive Planning Director, FCB Interface; Mrs. Arthi Basak, Associate Vice-President, Strategic Planning, FCB Interface; Mr. Shrikant Shenoy, General Manager, Lodestar UM and Ms. Gurleen Pal, Brand Planning Director, FCB Ulka. All the teams presented with vigour and creativity and rightfully earned praises from judges. After six brilliant and creative presentations, it was MISB Bocconi, Mumbai to win Comstrat 2018. Rightfully, IMT Ghaziabad was the runner-up team and XIM, Bhubaneshwar came third.

28 MARKSMAN

FEBRUARY EDITION