The Marksman March 2023 Issue

E D I T O R ' S N O T E

The value of any product lies within it's consumers and sometimes the devotion & excitement that a brand ripples through its consumers can become it's biggest marketing gimmick. Brand evangelism is about finding people that believe in the product, a group that doesn't just buy the product but advocates for it voluntarily. Its about building relationships and connections through the product which in-turn serve the product. Brand evangelism is a journey consumers take when they believe that the brand they love improve the world they're living in.

Read more about 'Magnetic deed of Brand Evangelism' in this edition's cover story.

The edition walks you through brands that took the routes less-opted-for, campaigns that made a difference, lives of experts & a fun crossword puzzle to challenge you!

CFA WINNERS:

You have not failed to surprise us with your brilliant articles. A hearty congratulations to the folks who managed to be the winner and runner-up of March's edition of the call for articles 1 2

Winner - Saran Gopinath, K J Somaiya Institute of Management

Runner up - Arjun Singh, IIT Kharagpur

The inspiring pieces of work can be discovered in the "Featured Articles" section We were overwhelmed with the response, and we wish the same for the future as we believe you would respond with the same gusto portrayed in the past.

Hafsa Mukhtar

Kaizeen Munshi

"Brand brochures become stories only when brands make it about people and not products."

MEET THE TEAM

Shireen Khan

Sreya Biswas

Jahanvi Dhingra

Saarah Mukaddam

Muskan Aggarwal

Akash Verma

Hitakshi Garg Vedang Upasani

Lakshmi Priya N N

Vrinda Devra

Boni Amin

TABLE

Kickstart

Age is just a number in front of dreams and women like PatilKaki are a true role model. Deep dive into her story and you'll find out how without much investment in branding, word of mouth and sheer hard work helped her reach new heights 02

Cover Story

What's the feeling like when you're wearing your favourite brand! It's like being on cloud nine, isn't it? And that's when you're one of them-a "Brand Evangelist" Read on to know more about the idea of Brand Evangelism and how brands bank on it. .

Brand Markive

If we're talking of branding in the food industry, then the face that sticks out is that of Colonel Sanders KFC didn't walk the traditional route instead incorporated some madness! So read on while you snack on your favourite munchy, if that's KFC! 04

More than Marketing

Donating to Shwopping, the award-winning partnership between M&S and Oxfam, has saved over 7 7 million pieces of clothing from the garbage. An initiative that's impacting the environment positively and enhancing the brand image.

Marketing Buzz

Would you agree with this-"Netflix is still the foreigner trying to blend in with the locals." Netflix does feel so and that's when it launched the #LifeWithoutNetflix Campaign in India to create some buzz with elegance and humor You've got to have a look at all the mini campaigns!

Hallmark Campaign

Get all energetic as Pepsi is back with a bang!! Yet another brilliant campaign with actors Ranveer Singh and Yash, the drive is to empower millenials and Gen Zs with self-confidence, self-expression, and self-belief to rise up in their life

Bhuvan Bam, a teenager who envisioned a plan to bring smiles to people's face was quite successful at it but what we're not so aware of is his business acumen The launch of Youthiapa is truly exciting and so is the story behind it.

Marketflix and Chill

That ‘90s Show, released on Netflix this year is a teen sitcom which is a sequel to the hit Fox classic “That ‘70s Show” that aired from 1998 to 2006. We've had a laugh listening to it's tagline and you should surely catch upon it.

Humans of Marksman

Sneak a peek into the life of a Project Coordinator, Mr. Anwar Ahmad Khan whose job involves ensuring that the company's workforce is active and that there are enough projects at hand. It's an insightful read on how to manage today's uncertainity.

Marketing Trivia

Turn your game mode on and test your knowledge of the marketing world by trying out this challenging crossword. Have fun learning new titbits while solving our marketing-based trivia

PatilKaki

-Muskan Aggarwal Changing Indian snacking

tWho doesn’t love to have lip-smacking delicious snacks in the school lunchbox?

Geeta Patil’s son still recalls the times her mother used to pack a different-shaped snack in his tiffin box every time and the way his friends used to hover around the box. Geeta Patil, a name behind the popular brand Patil kaki, i.e., coming from the word “Aai” was always passionate about making delicious food and inherited the same from her mother Kamalabai Nivugale.

Soon, after her marriage, this 47-year-old started to get an appreciation for culinary skills. People had started recognizing the delectable taste of her handmade snacks. In 2016, she started selling Maharashtrian snacks to her friends and relatives. Her business was started with a meagre investment of Rs 5000 From 2016 to 2020, she was running her Maharashtrian food business from her simplistic home kitchen only but was unaware of the bounties her simple kitchen was going to bring her in near future

Her slow start gave her the confidence to achieve heights through basic Maharashtrian snacks During the initial years, she also used to supply tea and biscuit to the employees of BMC in Prabhat Colony.

Without any investment in branding, she had gained huge traction via word of mouth. Her Modak, Puran Poli and Chakli are the best-selling dishes Everything was going well until covid came with a new set of challenges and opportunities. Her husband wasn’t earning much and it was a time when this strong businesswoman decided to take stride in her hands and revamp her small business

With the help of her two partners, i.e., her son Vinit Patil and his friend Darshil Anil Savla, she decided to sell snacks online. Her two partners are college dropouts and had helped her set up a website for selling snacks online.

From getting clicked by people to bagging sales of Rs 1 crore in just the first five months followed by featuring in Shark Tank, she came a long way She’s hoping to end the financial year with sales to the tune of Rs. 3 crores and wishes to expand her business with her backbone, i e , her partners

Age is just a number in front of dreams and women like PatilKaki is setting up an example for each other woman out there who thinks they couldn’t achieve their dreams Patil Kaki’s dreams took wings when she decided to present her dream in front of the 4 sharks of Shark Tank India Season 2 Her inspiring pitch got all 4 sharks ready for investment. Vineeta Singh, CEO of Sugar Cosmetics was the first to offer Rs 40 lakhs for 10% equity,

followed by Aman Gupta, co-founder of boat offering 40 lakhs for 5% equity

Finally, Peyush Bansal, Lenskart cofounder and Anupam Mittal, shaadi.com’s founder offered irresistible 40 lakhs for 4% equity. Patilkaki decided to accept the joint offer made by Peyush and Anupam. Shark Tank added another feather to her cap.

Patil Kaki’s website crashed after its appearance on Shark Tank India due to a large number of visitors. Patil Kaki has added more than 20,000 customers by January 2023 They are looking to expand their operations all over India with the guidance of Peyush Bansal and Anupam Mittal

Magnetic deed of Brand Evangelism

Have you ever raved about the newest iPhone, the newest pair of Nikes, or any other product or service you like? If so, you may be a brand evangelist for that firm.

What is Brand Evangelism?

Consumer devotion and excitement for a brand, typically motivated by an emotional connection, is known as brand evangelism

Your most valued consumers are brand evangelists; they eagerly advocate your brand just because they like it, which is the most beneficial form of free advertising Former Apple Computer chief evangelist Guy Kawasaki is often considered the pioneer of the evangelism marketing strategy

Evangelism marketing, according to Kawasaki, who wrote How to Drive Your Competition Mad and The Art of the Start, is motivated by people's desire to improve the world. Customers that are evangelists advocate your business to others and bring in new customers because they truly believe in what you're selling.

Which product the one that quickly caught your attention in a sidebar ad while you were surfing Facebook or the one that came highly recommended by a close friend are you more likely to buy? Almost everyone prefers peer recommendations In fact, 92% of respondents believe that referrals from friends are reliable In contrast, only 24%

Old school yet impactful marketing

of people believe commercials

It is obvious that we prefer recommendations from friends than advertisements, but how often does a brand evangelist actually succeed in persuading a friend to "convert" into a customer? In general, three times per evangelist, is the answer.

On average, each evangelist brings in three new clients. Hence, you might easily be looking at 300 new clients if you manage to amass a following of 100 brand advocates The terms "affiliate marketing"

and "evangelism marketing" are often used interchangeably While affiliate programmes incentivize participants with money or free merchandise, evangelist customers share their recommendations and bring in new members out of a sincere commitment to the cause. Instead, the customer evangelist's focus is on helping others.

Independently advocating clients are typically pivotal opinion leaders. Since most evangelists are volunteers with no official ties to any organisation, their followers are more likely to take their word for it Evangelism is derived from the three phrases "bringing good news," and the marketing term borrows from the

religious connotation since consumers are motivated by their convictions about a good or service, which they preach in an effort to persuade others to adopt their ideas

It's about defining the issue, creating a community centred on the philosophy of the solution, not your service/product , and enabling others to participate in the solution. Giving employees the title of "evangelist" within your organisation is acceptable, but what counts most are the initiatives they take to spread awareness of the issue your brand is addressing and the community you are creating

In the words of renowned marketer Jay Baer: "If your stories are all about your products and services, that's not storytelling. It's a brochure. Give yourself permission to make the story bigger " You may expand your story and your brand by centering on the issue you're attempting to resolve, by creating a group of people who share your dedication to finding a solution, and by involving them in that solution Brand evangelism has been used to great effect by some outstanding businesses; it helps bring out the best in their offerings

Apple is an American multinational corporation that develops and sells computers, mobile devices, and related software and services Apple's devoted fan

base will go to any length to spread the word about the company's products Apple has also fostered a dedicated fan base that is eager to talk about their positive experiences with the company's products and convince others to give them a try.

Nike is an international leader in the sportswear and gear industry. The Nike fan base is extremely loyal and would do anything to spread the word about the company. Nike has also built an enthusiastic fan base that is happy to talk about their personal experiences with the company and persuade others to give it a shot Nike has built a robust loyalty

program that thanks customers for their continued support and motivates them to spread the word about the company

In order to grow and strengthen a company's brand, brand evangelism is an invaluable strategy. It strengthens the connection between the business and its clients, which can boost both brand loyalty and client satisfaction. Businesses can increase their customer base and exposure by cultivating devoted followers. Involving customers in the solution process and raising awareness of the problem are additional goals of this approach for businesses In the end, brand evangelism is a potent tool that helps businesses succeed and grow.

KFC & Colonel Sanders

A marketing legend of mascots

-Jahanvi Dhingra

Throughout the history of branding in the food industry, mascots have played an imminent role in the successful marketing and communication of the brand package to the target consumers, whether the blue-eyed Amul girl or the goofy Mcdonalds' Clown When thinking of such household names, the mention of Colonel Sanders, the face of KFC since its inception is inevitable, however, the catch here is that he's not just a mascot. Harland Sanders created KFC as we know it today, and as a conscious choice, KFC decided to not go down the path of creating a fictional character, but integrate Colonel Sanders as a part of its branding, which tangibilizes the authenticity that KFC strives to convey as a part of its offering

Although, what particularly made this decision work out in the fast-food giant's favor? There are a couple of factors over the years that have added to the value Sanders' image has created for KFC. The foremost being, how they recognized the need to adapt over the decades As an article mentions, the executives at KFC realized it is not about the person, but the persona One may find that over the years, through marketing campaigns, multiple faces have been enacting the Colonel persona The reason is that KFC never wanted to resonate with a particular individual that stuck to people's memory, simply acting on the brand recall They instead, wanted to go the other way about it

Instead, they wanted to craft and alter their message per the audiences' changing tastes and preferences while retaining the roots Hence, what came to be renowned as the 'KFC Turnaround Campaign' in 2016, was a strategic move by its CMO, who felt the disconnect between the brand and the millennial generation Featuring in this campaign, were different comedians whom each took on the Colonel's garb and made dramatic and over-the-top with their unique personalities, a statement that, while not appealing to all, captured the audience' KFC wished to target

The franchise has not only targeted the United States but Asia as well, with popular campaigns around KFC Chicken Maggi and the comeback Announcement of Chizzan, a fusion between cheese and chicken; all featuring the Colonel in the center stage with a local touch to resonate with the Indian audience. Although a model to build on for the current managers, it is not simply about the cardboard framework, but the impact that Colonel Sanders' philosophy and vision have on KFC today. He created a maketing legend through simply his mission and vision for KFC

His passion for fried chicken which to a layman seems trivial has turned out to be a huge foundation for executives presently when they brainstorm over how to reach out to their customers; and looking back at Colonel and his zealous aim to revolutionize white meat, is what birthed some of the renowned hysteria that has gone down in the history of marketing successes

Whether it be Colonel Robocop, or the ideation of a female Colonel, namely Reba McEntire, it visibly never has been about being logical but embodying the madness that Sanders' represented as a sole entity on a mission to go global with golden chunks of chicken. Hence, KFC stores globally ensure that the DNA of the franchise remains livid even as it modernises.

Marks & Spencer

-Akash Verma Plan a "Shwopping"

Six months after being put on hold due to the spread of the coronavirus, the popular "shwopping" programme in the United Kingdom (UK) will resume this week. 287 establishments with clothing donation bins will accept donations of gently used or new clothing, shoes, bras, and accessories. The 2012 initiative is an extension of the retailer's cooperation with Oxfam, which began in January 2008 and has resulted in the donation of more than 35 million products for a total of £23 million This modest initiative began when M&S offered a £5 voucher to customers who donated gently used M&S apparel to Oxfam It evolved into "shwopping" to get people in the habit of donating clothes every time they make a purchase

Donated clothing from M&S stores is collected in large cardboard containers and shipped to Oxfam, where it is sold in stores or online, redistributed to those in need through its social enterprise in Senegal, or recycled into new materials, such as the filling for mattresses sold by M&S "At M&S, our mission is to source all our products with care and guarantee nothing we manufacture goes to waste," said Carmel McQuaid, head of M&S sustainable business.

"A plan that many of our clients rely on as they shop with us for new necessities and now more than ever it's excellent for those who have been decluttering," she said of shwopping.Before sending products to Oxfam, M&S will quarantine them for 48 hours under government regulations. Around four thousand of the store's products now link to information regarding the retailer's use of sustainable raw materials in their construction.

Before the epidemic, 300,000 tonnes of clothing ended up in domestic trash, 20% of which went to landfill and 80% was burned. Since "rapid fashion," the UK throws away £140 million worth of clothes

Some charity stores were forced to clos once the lockdown was initiated. Whil several of these stores have reopene since the end of June, many of them ar still restricting donations and are findin that a lack of volunteers is making difficult to accomplish their goals.

This month, an all-party parliamentary group on ethics and sustainability in fashion urged the government to take immediate action to repair the fast fashion industry. Specifically, the group suggested that the government should increase the number of clothing recycling facilities and encourage the development of textiles that have a lower impact on the environment

Donating to Shwopping, the award-winning partnership between M&S and Oxfam, has saved over 7.7 million pieces of clothing from the garbage Since Shwopping's introduction, it has earned over £5 million for Oxfam, demonstrating its great worth to the organization

Through partnerships with organizations like Oxfam, Shwopping has prevented a substantial amount of clothing from being thrown away and given it a second chance at life The garments, and let's not forget shoes, handbags, and a whole raft of other accessories, are given a second chance to be sold in Oxfam's high street shops

Nothing that Oxfam receives is wasted; instead of ending up in a landfill, unsellable donations are reused as padding for mattresses or carpet underlay Oxfam wants to assist M&S in meeting their target of recycling one piece of clothing for every item of clothing sold in their stores. Customers have helped Oxfam fulfill financial goals and grow its programs by donating worn clothing.

#LIFEWITHOUTNETFLIX Campaign

"Netflix: The cool kid trying to fit in with the Indian crowd"

Netflix, the cool kid of the streaming world, has been trying to fit in with the Indian crowd for a while now With its vast library of international content, it has managed to capture a sizable market share in India But let's face it, Netflix is still the foreigner trying to blend in with the locals

Firstly, there's the issue of content While Netflix has a diverse range of shows and movies, it still can't compete with the beloved Bollywood movies and TV shows Netflix needs to step up its game and produce shows that cater to the Indian audience.

And to target this issue, Netflix launched the #LifeWithoutNetflix Campaign in India in order to tackle the issues it was facing. The campaign played the role of an umbrella for the many campaigns it launched to increase its popularity in India Let's take a look at all these campaigns that helped Netflix reach the position it is now.

#NetflixAndSwill

Firstly, there's the #NetflixAndSwill campaign This campaign encourages viewers to stay in with their loved ones and watch Netflix. But let's face it, with the stress of daily life, it's more like Netflix and spill (food, that is).

-Sreya Biswas

Stranger Things: India Campaign

"The Stranger Things campaign in India was as wild as the Upside Down From a village recreation at Comic-Con to ice cream flavors inspired by Eleven's love for Eggo Waffles, Netflix gave us a taste of nostalgia and sci-fi to characters being inserted into popular Bollywood film posters. Who needs demogorgons when you have Bollywood?"'

In conclusion, Netflix India campaigns are a perfect blend of binge-watching and Bollywood. With catchy slogans and relatable ads, they have managed to capture the hearts of Indian viewers. So, grab your popcorn and get ready to Netflix and chill (or spill)

MARKETING BUZZ

#JustBinge

Next up, there's the #JustBinge campaign Because who needs a social life when you can binge-watch all weekend long? The campaign features Bollywood stars enjoying their favorite Netflix shows, implying that even celebrities prefer to stay in and watch TV

#Narcos: Mexico Campaign

Narcos: Mexico in India ad was hilariously diverse. The Mexico-themed pop-up bar was popular, and the theme park ride had customers running from drug lords and DEA agents. The restaurant's Narcosthemed menu stole the show Who thought Mexican drug lord culture and Indian food would taste that good? Netflix created a buzz with elegance and humor

Pepsi's 'Rise Up Baby' Campaign

Flare with a cause -Saarah Mukaddam

Pepsi is back with a bang with yet another brilliant campaign. To top it off, this one features Actors: Ranveer Singh and Yash

Pepsi’s motive for ‘Rise Up Baby!’ is to empower Millenials and Gen Zs with selfconfidence, self-expression, and self-belief and rise up in their own life through their determination and grit.

Ranveer, the brand’s newest ambassador, has already won the hearts of the youth in Pepsi’s first tv advert for this particular campaign The ad features a remix of the 1991 cult classic ‘Yahaan Ke Hum Sikandar.' Cola, PepsiCo India, said, “Pepsi represents the spirit of youth in a bottle and for us, Ranveer perfectly embodies that very spirit Ranveer stands for the brand ethos – be it being effortless, audacious, or

having the gumption to be your true self

We are thrilled to have him on the brand and are extremely confident that the consumers will love the magic we intend to create together.”

The film opens with Actor Ranveer Singh savoring a perfectly chilled bottle of Pepsi as he walks down an upbeat and busy street wearing an extravagantly fancy outfit. He is acknowledged by folks' comments with humor and joyousness. However, one comment provokes him when a father tells his son to not choose a particular professional stream. Ranveer calls out to the young boy and encourages him to follow his dream. This was indicative of the fact that the world will always try to pull you down but you need

him to follow his dream. This was indicative of the fact that the world will always try to pull you down but you need to rise up against meaningless societal norms and judgments of people

The second ad of this campaign features Actor Yash, and revolves around a similar note The film shows him essentially speaking out to us, the audience saying that the world will make judgments about you, they will tell you, whom you're supposed to be and how you're supposed to act. But rise above it all and stay true to who you are

Sharing his excitement about the new campaign, Pepsi’s ambassador, Actor Yash said, “This film is very personal to me as it encourages one to be confident, expressive, and a go-getter, despite all odds It reflects the voice and purpose of the younger generation today."

"I had a great time shooting for this film and I hope the audience will enjoy and relate to it, the way I did ”

Pepsi's brand image is known for being fun, whimsical and young Solidifying this, Pepsi continues to focus on getting ambassadors and celebrities on board to connect to the young generation It uses creative ideas, unique packaging, catchy slogans, and marketing strategies to capture the interest of young people

Pepsi's most iconic campaigns include 'Yeh Hai Youngistan Meri Jaan,' 'Yeh Pyaas Hai Badi,' 'Yeh Dil Maange More,' and 'Yehi Hai Right Choice Baby' in the past years which featured celebrities such as Amitabh Bachchan, Shah Rukh Khan, Salman Khan, Deepika Padukone, Ranbir Kapoor, Jacqueline Fernandez and MS

Dhoni to name a few

Youthiapa by Bhuvan Bam

-Vedang Upasani For the youth, By the youth

The reminisce of one of the most famous YouTubers, Bhuvan Bam is filled with joy, fun, and a humongous dose of laughter. But what remains under the carpet is his quirky sense of business.

Bhuvan Bam, a teenager who envisioned a plan to bring smiles to people's faces, started his journey in 2015 and was quickly applauded for his comic timing and puns But his actual breakthrough occurred 2 years later when he started receiving love from his fans throughout the country Eventually, he became the 1st Indian independent YouTuber to cross the 10 million mark, which was an achievement in itself This feat would have been near impossible without his passion, hard work, and efforts

After reaching the masses, he started India's first platform to have store access on a YouTube channel.

YOUTHIAPA – A brand for the youth by the youth. He identified a huge scope and was quick to cash into it. He was successful in converting his fans and followers into his customers, which created a huge impact on his YouTube as well as Youthiapa

He initiated his sales by selling some Tshirts with his funny quotes on them. After sustaining in this business, he quickly added hoodies, mobile covers, masks, caps, mugs, printed shoes, calendars, and pop sockets along with exclusive and customized boxes which made his brand trendy and relatable for the customers

Bhuvan made sure that his pricing was sensitive and attracted more customers at a less price He positioned his brand as a quirky, trendy, and new-aged fashion brand, which helped him earn a good response from the customers Huge discounts and variable prices were some of the important factors which his team worked upon He made sure that his videos and his fashion brand went hand in hand. Thus, his videos became the best form of advertisement for his brand Bhuvan and the team made sure that they marketed their product in the right way through Instagram reels and posts After a few hiccups, Youthiapa was stable and started giving out results for the team In tough times, Bhuvan had partners like Rohit Raj and Arvin Bhandari, who steadied their ship when Bhuvan was facing issues on a personal level

Youthiapa encapsulates a variety and easy to wear pieces. The designs and the colors are such that it reverberates with the youth

Youthiapa catered to a niche market - a go-to place for streetwear staples among our generation. Keeping that in mind, the brands launched a capsule collection called Youthiapa 2 0 which catered to a new generation of young shoppers. As the name intended, the designs were developed by the line’s target audience: a handpicked group of young, on-the-rise talent The revenue has doubled year on year, and the brand has already managed to earn a huge revenue since its inception After catering to the fashion and apparel industry, the trio looks forward to entering the fragrance industry where they are planning to create a similar impression of their brand

That ‘90s Show

Sequel to a classic

That ‘90s Show is a teen sitcom released on 19th January 2023 on Netflix The show is set during the summer of 1995 and is a sequel to the hit Fox classic “That ‘70s Show” that aired from 1998 to 2006 The title itself designates that the show is a successor leaping into the future from where the previous show left off Its tagline, “Times change, Teenagers don’t.” indicates that we will look at a new set of teenagers concerning the previous characters.

The ‘70s show series focuses on the lives of six teenagers going through life. They constantly hang out together in the basement of one of theirs's parents, “Kitty” and “Red.” The ‘90s show introduces a new

Character, “Leia Forman,” the granddaughter of Kitty and Red, visits her grandparents and decides to stay with them for the rest of the summer to make a new group of friends She is the daughter of two of the previous main characters, Eric and Donna, who are now married, and the show was marketed to make viewers curious as to what has happened in the characters' lives and where they ended All the main cast of “That ‘70s show,” including famous actors Topher Grace, Mila Kunis, Ashton Kutcher, Laura Prepon, and Wilmer Valderrama, made a cameo in the show, and that aspect was heavily advertised The idea was to convey dedicated fans to watch the sequel as well.

-Hitakshi Garg

The show is also promoted using trailers and commercials on Netflix As the original series was taken off Netflix in 2020, people were surprised to have the sequel as a Netflix original During its debut week, the show was ranked number five on Netflix’s Top 10 TV English titles just three days after its release, with 41 08 million hours viewed The show got positive reviews and was averagely ranked. Netflix renewed the series for a 16-episode second season

The reviews dictated that the show is not more ambitious than recreating the charm of its predecessor, but it has a certain confidence, and the chemistry with the main characters is just right Also, millennials are pleased to see a return to the old times, while the GenZ generation is excited to see the famous casual styles of the 90s. It’s a light, likable comedy with a

fair amount of nostalgia; hence, the show has the potential to become a treat of its own It undeniably helps that the two main characters in this show are the children of the previous show” main characters The new characters depict the personalities of the previous ones with a twist of their own The show had to try harder to find its footing and not just seem like holding on to its predecessor. The show's impact may never be as the originals, but it provides an unquestionable comfort.

The continuation of the title, shared creators, a similar format to the show through cross-promotion and guest appearances, and heavily shared trailers and short scenes by Netflix on social media have ensured that the show would be hit using the credit and popularity of the original series.

Mr. Anwar Ahmad Khan

-Shireen Khan Project Coordinator, Minara Support Services co ltd

Can you for the benefit or our readers specify the important aspects of your job role?

As a project coordinator, my job involves ensuring that the company's workforce(laborers) is active and that there are enough projects at hand where they can be stationed. To get assignments, I send quotations and set up a meeting with the HR of different Companies wherein the no. of men required and their wage rates and accommodations are discussed. It is of utmost importance to us that in addition to making profits the labors get fair wage for their work.

How have the changing business dynamics impacted your work?

The world is currently more dynamic than ever when we consider the new norm, government regulations, and changing economic trends. It is necessary to be aware of these changes and be mindful of changes in your local surroundings For this, you need to have a strong and vast network For instance, I got information regarding the opening of the Red Sea Mall in Jeddah way before anyone else had. With this information, I could bag a contract with the management for the laborers

Could you throw some light on how do you approach a client?

I would like to say that currently, in times of uncertainties, I make sure to keep an eye on the emerging sectors or companies around me who can become my company's stakeholders and also go by the trial and error method wherein I approach as many good fit clients that I can with a hope to bag one of them

Acro

1. became the first product ever to appear on the cover of Time Magazine

3. was created in Nazi Germany during the Second World War

5. is the oldest soft drink in America

2. was sold in North America as far back as the 1700s.

4. The soft drink brand was developed in 1919 by the Independent Breweries Company in St Louis as an alternative to alcoholic beverages during prohibition.

6. The soft drink brand is marketed with the slogan “Obey Your Thirsty”

Augmented Reality (AR) in Marketing -Saran Gopinath The

food, beverage and fashion industry

Augmented reality (AR) is a technology that superimposes digital content onto the real world using a camera-equipped device like a smartphone or smart glasses The technology allows for interactive and manipulative digital content, creating a composite image. AR is used in various industries like gaming, education, and entertainment to create engaging and interactive experiences Especially in marketing, various industries can make use of AR as an advantage in their marketing campaigns to develop a more immersive and engaging experience for their consumers In this article let us a dive into how the adaptation of AR can be used in the marketing of Food and Beverages and Fashion industry

Adaption of AR in Food and Beverage IndustryThe utilization of AR technology in the food and beverage provides companies with a

n engaging n enhance customer

nting AR nies can xperiential create a erience for rovides a engages an lead to the brand he use of packaging lue of the it from Coca-Cola to display

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unique opportunity for food and beverage companies to implement experiential and personalized marketing theories to create an immersive and engaging customer experience, enhancing brand loyalty and increasing customer engagement.

Adaptation of AR marketing in the Fashion IndustryAugmented reality (AR) marketing has become an innovative tool for fashion brands to engage with their customers and increase brand awareness For example, Adidas has implemented AR technology in its app, allowing customers to virtually try on their shoes and see how they look before making a purchase. By incorporating AR into their marketing strategy, fashion brands can enhance customer engagement and provide unique experiences that stand out from

traditional marketing methods AR can also provide valuable data on customer preferences and behaviors, which can be used to tailor future marketing campaigns. Overall, the adoption of AR marketing in the fashion industry has the potential to drive customer engagement and create memorable experiences, ultimately leading to increased brand loyalty and sales.

Challenges faced while implementing AR in marketing-

The adoption of AR technologies in marketing is hindered by several factors including high costs, technical barriers, perceived value, and lack of awareness Customized content production, device compatibility, and user-friendliness can be expensive, while customers may not see the value in investing. Tangible benefits, such as improved user experiences or learning outcomes, can help to overcome perceived value issues. Finally, a lack of awareness can limit demand, which businesses can address through education and marketing efforts.

Visual Advertising Showdown

Comparing Video and Image Ads -Arjun Singh

Visual advertising has become an essential component of marketing campaigns in today's digital age With so many options available, advertisers are often faced with the question of which format will be most effective for their advertising efforts. In this article, we'll compare the effectiveness of video and image ads, two popular visual advertising formats.

Video Ads

Video ads are a dynamic and engaging form of advertising that can convey a brand's message in a concise and memorable manner Video ads typically range in length from 6 seconds to 2 minutes, with shorter ads being more

common on social media platforms. Video ads can be used for a variety of purposes including brand awareness, product promotion, and lead generation.

The advantages of video ads are many. Firstly, they have the ability to capture the viewer's attention and convey a lot of information in a short amount of time. Secondly, they allow for more creativity in terms of storytelling and messaging

Lastly, they have a higher engagement rate compared to image ads, making them more likely to be shared and talked about on social media However, video ads also have some drawbacks They can be more expensive to produce than image ads, and

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they require more resources, such as time and talent, to create They can also be intrusive, especially if the viewer is not interested in the product or service being advertised.

Image Ads

Image ads are a traditional form of advertising that can be found in print media, such as magazines and newspapers, as well as online Image ads can be static or animated, and can be used for a variety of purposes, including brand awareness, product promotion, and lead generation.

The advantages of image ads are that they are relatively easy and cost-effective to create, and they can be more targeted to specific audiences. They are also less intrusive than video ads, as they are not as likely to interrupt the viewer's experience However, image ads also have some drawbacks. They can be less engaging than video ads, as they do not have the same level of dynamic content

Which is More Effective?

The effectiveness of video and image ads ultimately depends on the goals of the advertising campaign and the target audience In general, video ads are more effective for brand awareness and engagement, while image ads are moreeffective for lead generation and targeted advertising. According to a study by Wistia, video ads have an average engagement rate of 2 9%, compared to 0.2% for image ads. However, image ads have been found to be more effective at driving website traffic and conversions, according to a study by Invesp.

In conclusion, both video and image ads have their strengths and weaknesses, and the effectiveness of each format ultimately depends on the advertising goals and target audience.

C A L L F O R A R T I C L E S

Summer 2023 Edition

The Marksman provides one and all the opportunity to discover their hidden talents in the literary field through our "Call for Articles" . For the upcoming edition, the articles can be sent on any of the following topics:

Conscious Marketing

Privacy Marketing

Negative Marketing and how it works

Please ensure that there is no plagiarism and all the references are clearly mentioned.

Kindly follow the guidelines given below:

One article can have only one author. Your article should be approximately 550-600 words (strictly adhere to the word limit)

The article must have relevant pictures that can be used to enhance the article. Send in your articles in .doc/.docx format to marksman simsr@somaiya edu

Subject Line: Your Name Institute Name Course Year.

Kindly name your file as: Your Name Topic.

The best adjudged article will be given a Winner's certificate. The First Prize Winners will be awarded Rs. 500 Cash Prize.

Deadline For Submission Of Article: 23rd April, 2023

QUOTE DECK

-Harper Lee

“Until I feared I would lose it, I never loved to read. One does not love breathing."