Dear Readers, It gives us immense pleasure to present before you the September 2018 Edition of our glorious The Marksman. We have put together a compendium of interesting articles that would help broaden your perspectives on marketing. We have, in this issue, an interview with Mr Piyush Saddi, an alumnus of K J Somaiya Institute of Management Studies And Research, who is currently working as DGM Sales in Ireo Pvt Ltd. He has over 14 years of experience in Channel Sales, Business Development across luxury real estate sales & marketing. For this edition, our cover story is, “Visual Marketing”. It is true that written content powers the search but visual marketing is used as the main source to attract their attention. A study shows that 65% people are visual learners while an average person reads just 20% of the content on a website. Visual Marketing harnesses the power of images and visuals that make a marketing plan more powerful and more memorable. Our cover story of this edition explores this widely used tool of Marketing, that helps people envision a brand and its message in their mind’s eye. Hearty congratulations to the winner of this month’s Call for Articles, Aravind Shankar, whose article has been featured in this issue. We are overwhelmed by the response that we have received from all of you and encourage you to write to us with the same enthusiasm. We would also like to hear back from our esteemed readers on how you found our August edition. We value your feedback as it helps us to constantly improve. Enjoy Reading! Stay with us on www.interfacesimsr.com/index.php/marksman Follow our Facebook page for more updates.
SEPTEMBER EDITION
INDEX Tweets
01
It’s All About Ad-itude
03
Marketing Faux Pas
05
Cover Story
07
Pioneer
13
Special Story
15
Brand Markive
19
Bookworm
21
Hall-Mark Campaign
22
Kickstart
23
Featured Article
25
Square Head
30
Industry Expert
31
FAUX PAS TWEETS -IMRAN SHAIKH
Audi-BMW Twitter War Recently, a war of tweets broke between BMW and Audi over a picture uploaded by BMW of their car M4 with an explosion of fireworks behind it. The pattern in the background happens to look like the Audi logo. The small twitter war was quite funny and enjoyable moment for both the brand’s fans. This is what happened after BMW uploaded the picture of M4, Audi retweeted it with the caption “When you see it”. This led to a series of memes flooded over the internet.
“The pattern in the background happens to look like the Audi logo”.
On the same day, BMW USA came back with a witty reply by tweeting - “We see it, where we usually do… in the rear view mirror”. Well, apparently this was not the first time that these rivals have mocked each other to gain publicity.
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FAUX PAS TWEETS Netflix-Zomato humour level-Infinite Netflix has done it again! It showed everybody how to turn the trolls and memes in your favour. Recently People started noticing that actress Radhika Apte is featuring in most of the Netflix shows released in India. Her omnipresence led to people flooding social media with memes. Zomato took this chance to do its own marketing and tweeted few of the famous Indian dishes which includes Paneer in it. This tweet won many hearts just because of its caption which read “And you thought only Radhika is versatile�.
Funny, right? But wait on the right is what Netflix tweeted,they did not put a stop to its creativity and gave a reply that started a new series of memes and tweets on Radhika Apte being omnipresent. There has been many instances where brands like these have used the social media power to overcome the trolls they face everyday and this is turning out to be a marketing boon for them.
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IT’S ALL ABOUT AD-ITUDE -MOHAK SHAH
TELEVISION AD The date was 10th of June, 2018 Mumbaikars everywhere were in a rush to get back home. Everyone, except the 5000 people at Andheri Sports Complex, cheering on the top of their voices for the I1 men on the pitch doing absolutely everything in their power to make the country proud. Indian Football Fans thronged the stadium after Captain Marvel, Mr Sunil Chhetri’s, plea went viral on the Internet. The sight was surreal and the future of Indian Football looked bright! Indian fans, who have grown up watching Cristiano Ronaldo score exquisite Free-Kicks and Leo Messi run past 7 defenders to then go on to score, have often complained about the quality of football played by Indian Footballers. This attitude often leads to a vicious circle in Indian Sports.
“It's sadly ironical that the biggest organized sport is trapped in a vicious circle in the youngest country in the world”.
This Vicious Circle can end only if each party takes an initiative and starts doing their own bit. The Football fans in India have to start filling up the stadiums. Star Sports has done a really good job at sending out the message that Indian fans need to step up and cheer for the Indian Teams for Indian Football to get better. The phrase ‘Fan Banna Padega’ sends out the message loud and clear! Complaining won’t help! Become a fan to improve the situation!
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IT’S ALL ABOUT AD-ITUDE -MOHAK SHAH
PRINT AD Every town, city, state or a country suffers from innumerable issues and problems. One of the most common issues is littering. Only a handful of governments, with the help of other organizations, have been able to tackle this issue successfully while others are still trying to get their message imprinted in the minds of citizens. One such organization that decided to take action was City of Toronto’s Livegreen organization. They decided to tackle the problem by publishing 6 clever print ads. These ads creatively arrange pieces of trash found on the ground to describe the traits of the people who litter.
This ad campaign aims its slogan at passers-by – “Littering says a lot about you” – by rearranging street litter to spell out pejorative terms aimed at litterers.
These ads get the message across very effectively and leave an impression behind. They show pejorative terms such as pig, selfish, lazy, dumb, lowlife, dipstick associated with the people who litter and conveys to the public that littering makes you an irresponsible citizen who doesn’t care for the society.
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FAUX PAS -YASH WAGH
DOMINO’S PIZZA
In today's dog-eat-dog world of marketing, brands have to come up with innovative strategies to promote themselves to increase the influx of new consumers and to make sure that the existent consumers stay loyal. To achieve all these objectives is no easy task; not only your product needs to be up to the mark every time, but the promotion strategies you use need to be spot on as well. The Marketing teams of big brands often come up with ingenious strategies to boost up their brands. But there are also times when their master plan fails miserably. This is one of those stories. 5 MARKSMAN
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FAUX PAS
A great plan to propagandize their product, right? There was just one problem. The marketing research team of Domino's Pizza underestimated how much the Russians loved pizza and how many of them would go this far to get the free pizzas. The marketing campaign was posted on Russia's social media network, VKontakte. It was flooded with images of the Domino's logo tattooed on fans' legs and arms in innovative designs as they tried to reap the benefit from this marketing campaign. The response Domino's received was more than they could handle.
Domino's posted on VKontakte announcing that the campaign was ending early. The promotion which started on August 3 was supposed to last for two months but the company had to end it within five days. Messages posted by the Domino’s Pizza Team: "An urgent message to all those sitting at the tattoo artist's right now: We'll include you in the list of participants, but we're waiting for photos up to midday today ". The post stated that Domino’s Pizza would only promise pizzas to the first 350 people who shared their Domino's tattoos, adding: "To those with appointments scheduled for later, we recommend canceling them".
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COVER STORY VISUAL MARKETING In the world of online marketing where new strategies keep evolving, the rules of the game keep changing in a click. Many marketing strategies are applied to appeal to the audience. It is true that written content powers the search but when it comes to engaging the audience and converting them to customers, Visual marketing is majorly used. This is a tool of Marketing, that helps people envision a brand and its message in their mind’s eye.
- ANURADHA IYER
A study has shown that 65 percent of people are visual learners and 50 percent of our brain is involved in visual processing.
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COVER STORY
COVER STORY
Visual marketing is about connecting messages to pictures, be it unit photos, graphics, infographics, videos, logos, signs, or more. It is all about creating a visual impact, instead of text being the only crux of your message. Images that are entertaining, interesting and beautiful and convey a message, are the visuals that receive the most engagement. Why? Because human beings respond better to nonverbal communication. Professor and Scientist, Prince Albert Mehrabian, an expert in nonverbal communication, has estimated that over ninety percent of all communication is nonverbal. It visually narrates a story, boosts awareness and adds additional traffic to the product or service.
"The most important element that is necessary for successful Visual Marketing is that the image and the message it passes should be original, relevant, timely and attractive to the viewers�. 8 MARKSMAN
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COVER STORY
A study has shown that 65 percent of people are visual learners and 50 percent of our brain is involved in visual processing. On an average, a person reads only about 20 percent of the content on any website. This is comparatively very low if a company desires to appeal to the audience through words only. High-quality infographics are 30 times more likely to be read than contextual articles. Reaching out to potential customers, visually, is the best method to entice them. We as marketers get the leverage of drawing their attention for more time. It turns out that the average attention span of someone reading online is that of a goldfish. It is fascinating to know that our brain relatively finds it easy to grasp elements, colours and fonts. Add one or more elements, the brain gets confused about where to focus and what to do. Twitter, which is known for its brevity by allowing restricted character length to post a tweet, uses visually appealing images to increase retweets. It was observed by HubSpot, that tweets having riveting images received more than 150% retweets than those tweets without images. Price
Similarly, on Facebook, 37 percent more engagement is observed when an image is used to convey messages. According to The New York Times, Facebook continues to modify its Newsfeed Algorithm to include large and much more prominently displayed images and videos. On the other hand, more than 95 million images and videos are shared on Instagram every day. With high-quality visual dimensions on social media pages as well as business websites, it is possible to successfully depict a story of a brand and sell the business products and services even faster. The most important element that is necessary for successful Visual Marketing is that the image and the message it passes should be original, relevant, timely and attractive to the viewers.
"A key element of visual information is that it is able to communicate data faster than the average text version. The human brain can process a limited amount of information at any given time, so visual data that can be processed faster than the rest takes precedence in grabbing a person’s attention�.
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COVER STORY
There are several companies that have used and are still using Visual Marketing in the best way possible to promote their products and services.
According to Brainrulesnet, a person who hears or reads a piece of information will remember just 10 percent of it after 3 days, while someone who sees the same information in an image will retain 65 percent of it.
Netflix unveiled its first- of- a- kind 3D world lens through one of the best visually enticing app, Snapchat. People who expect more of a candid behind the screen content than the actual movie, Snapchat is all about one to one messaging, doodling, real-time video and quirky content. Thinking out of the box was something they proved themselves to be the best at. Creating a visual which eventually disappears was one of the risky steps taken by them. Netflix was one such company that had one of the most innovative Snapchat campaigns this year, which was nothing but Stranger Things. It created a virtual visual portal to take their fans into Joyce Byer’s eerie living room. Even though the visual was active for only a day, Netflix tried its best to attract maximum audience. Once the user opened the ad, he could tap anywhere on the wallpaper to touch and get the feel of it. This inspired fans and other companies to use Snapchat to get their business in the era of creativity and augmented reality .  10
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COVER STORY
COVER STORY
Similarly, the #WeAreCISCO campaign proved as one of the best examples to portray the work culture. It opened its Snapchat Channel in 2016. The employees at CISCO made videos to share unique experiences and Snapchat stories from their perspective. Now building a brand presence over Snapchat has become a smart investment for many businesses but creating the content for this kind of application needs to be different from the regular marketing channels.
Coming to Facebook, Kate Spade, one of the most followed apparels and accessories company on Pinterest and Facebook uses Visual Marketing to attract its customers which creates a sense of curiosity. Kate Spade is best known for its use of vibrant colours in its stylish designer clothes, designer shoes and fashion accessories. Using an Image rather than a blog link and letting it pull an image from it was their strategy to visually entice their customers. Posting an image with a blog post separately not only created intrigue among the people but also consistency on their page. It is difficult to find a brand that explains the power of Visual Storytelling as good as National Geographic aka Nat Geo. It is a media brand with a history of 128 years in science and photography that used all its resources to create a compelling social presence. Storytelling cannot succeed without the collaborative efforts of photographers, filmmakers, journalists, scientists and explorers in Nat Geo. Instagram is the ideal platform for narrating a visual story and it reached 915 Million followers by handing the account to its contributing photographers who posted beautiful images from their assignments and daily lives. This led to stunning and authentic visual content that was highly appreciated by the audience, which gave them the courage to experiment more and work beyond their limits. 11 MARKSMAN
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COVER STORY
COVER STORY
National Geographic Channel, that was engaged in showing the beauty and diversity of people and natural resources of the world through their photographs, now delivers a strong message of environmental protection by reaching the remote corners of the world and generating awareness about the deteriorating conditions of the environment due to the ever-increasing pollution and killing of natural resources. The above image shows how plastic and other waste disposed into the sea affects the lives of the marine creatures. They have used the tool of Visual Marketing to not only convey a story through their videos and photos on platforms online and offline but also took initiatives against the industries and countries that promote such type of hazardous activities. Some of the messages were, Norway killing whales for commercial purposes, Japan still being engaged in the ivory market, the depleting number of wild animals like Black Rhinos and Tigers due to killing by poachers. It also shows initiatives taken by the society to help these animals and give them the best treatment and environment possible. According to Brainrulesnet, a person who hears or reads a piece of information will remember just 10 percent of it after 3 days, while someone who sees the same information in an image will retain 65 percent of it. Along with online marketing, companies contribute to offline visual marketing too. People who are constantly on the move cannot read any content for more than 30 seconds. So, creating banners which are eye-catching, relevant, vibrant and easy to understand became their motto. These banners, video advertisements that are seen on the highway, in airports or metro stations are promoters that try to make the audience aware about their business. All this finally culminates to a higher competition with their rivals. In a nutshell, we can say how powerful visual marketing is in this competitive world and how it can be used to influence the crowd, change their thinking and thereby helping them to take an informed decision. 12 MARKSMAN
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PIONEER - AMIRTHAVARSHINI
LARRY PAGE Lawrence Edward Page, better known as Larry Page was born on the 26th of March 1973 in Lansing, Michigan to Carl Page and Gloria Page. Both Carl and Gloria were computer science professors which made it lucid that Larry’s childhood was filled with computers and science magazines. This eventually led to an increase in his fascination for technology at a very early age. His love for computers started at the age of six. Right from being the first child in his elementary school who submitted his assignment in a word-processed format to build an inkjet printer out of Legos during his undergrad studies at the University of Michigan, he has been studious throughout his life. During his PhD at Stanford, he met a fellow researcher Sergey Brin while working on a research project in the year 1995. In just one year, they had built a search engine – initially named “BackRub” This was operated on Stanford servers for several months. After having decided to incorporate their project as a company, Page and Brin received financing from Sun Microsystems co-founder Andy Bechtolsheim even before the entity came into existence. In 1998, the project, then renamed “Google” was officially established as a company Brin and Page went to Burger King to celebrate over breakfast. Google’s best-known search ranking algorithm, PageRank, was invented by Larry Page.
“Never lose a business opportunity” is something what Larry firmly believes in.
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PIONEER
“Never lose a business opportunity”, is something that Larry firmly believes in. There is, therefore, no surprise that while Google was developing the payment structure for its ad system, Larry suggested taking goats as payment from customers in Uzbekistan as the country did not accept credit cards as a form of payment. During August 2004, when Google started its initial public offering, Larry Page wanted the buyers to take up a test prior to buying Google stocks. His intention was to make the buyers fully aware about what Google was all about. However, the US Securities and Exchange Commission did not allow it. Later, Larry married Lucinda Southworth, a research scientist, in 2007. Their marriage took place on Richard Branson’s island in the Caribbean, Necker Island. About 600 guests were flown into the island on a private jet. Just as Apple’s investors threw Steve Jobs out of his company, Larry’s wishes were ignored by Google’s investors and forced him to hire a CEO. Larry went through many years away from the day-to-day world of Google. It was during this period that Page was able to become mindful of his strengths and weaknesses. Like Jobs, Page came back with wild ambitions and a new resolve. He became the co-founding CEO of Google in January 2011. Page is currently the Chief executive Officer of Alphabet Inc (the parent company of Google) and as of June 2018, he was the ninth-richest person in the world having a net worth of $53.6 billion.
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SPECIALSTORY STORY SPECIAL -ASHAWATH SINGH RAINA
PUBG VS FORTNITE: BATTLE ROYALE With over millions of contemporaneous knights battling in the field with thumbs and wits that surpasses most people, PlayerUnknown's Battleground and Fortnite Battle Royale aren't just ridiculously successful amusement of those warriors: they're full-blown phenomena, But when it comes to PUBG vs Fortnite, Who takes the cake? Who had won the markets and hearts of instilling the courage of comrades? Which one should you play? If you look at reviews of both, PUBG and Fortnite are pronounced great games that have been called “worthy of your time”. But what are the differences? How do they compare to one another? With quite a similar theme and launch, if one did win the markets, why?
“Comparison is the death of joy” ― Mark Twain.
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SPECIAL STORY
“For many people, PUBG was a success tale that came out of nowhere. But this success was actually the result of tiring and a long campaign that snowballed and made a campaign leading up to the game's launch into Early Access in 2017�.
PUBG was the first of the battle Royale-style games to really shatter the glass roof in popularity Created by Brendan Greene, the self-proclaimed inventor of the genre, PUBG is uncrushed or slower-paced and more practical than Fortnite It's not quite a full-scale military simulation, but it's close. Similar to Fortnite, a match in PUBG is a hundred player free-for-all, over a massive stretch of landscape. Each round starts in a plane that flies over the map, allowing players some level of selection in where they want to start. Once on the ground, one ends up rummaging for weapons and equipment to survive in one building after another. After a few minutes, a homicidal energy field begins bolting across map reminding you to run to the center of the map, effectively limiting the play area. After this energy field first appears, it begins securing the region in minutes, condensing players together until only one survives. PUBG and Fortnite have considerable differences and each has certain weights to consider PUBG has map variety, while Fortnite's single map can get quite tedious after a while, though Epic is quelling the concerns through more frequent updates, unsuccessfully. On the flip side, Fortnite's weapons are ingenious and insane yet feel surreal, whereas PUBGs weaponry is too nuanced to be thrilled for. The concept of a more arcade shooter with an exigent but base-building component, Fortnite has got fans awed in a craze while PUBG tends toward shooters that are slow and tense, like most military simulation.
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SPECIAL STORY For many people, PUBG was a success tale that came out of nowhere. But as corporation lead community manager Sammie Kang explained in an "out of nowhere" success was actually the result of tiring and a long campaign that snowballed and made a campaign leading up to the game's launch into Early Access in 2017. Thus, the concept of Battle Royale was born. Initially, as a marketing plan, Battle Royale leaned itself well to streaming or sharing on YouTube because viewers could follow one player's expedition in the game from beginning to end to become the last person standing. Without a lot of hype around the game, they also knew there was doubt about the ability of the creator to deliver on this game. To quell the gossip, they started to reach out to people who would support them because at the outset small groups are the ones to amplify their message and corroborate the game in the longer run. 600 people eventually participated as a tester for the game. After some more tests, the game eventually was launched for streamers. The rewards for streamers need to be more than just recognition and responsiveness they added graffiti logos of many of their top streamers to the game. As Sammie Kang explained "Content creators and Twitch streamers have to be part of your marketing plan if you don't have a budget. They'll help if you build the relationship the right way, but they're not marketing tools”. While in the world of Fortnite, the sort of zeal that exists has not been seen since the release of Pokemon Go, in which locations could become Pokestops and thereby uplifting the visibility of stores and changing their sales figure, opening up a world of a likelihood for marketers. But Umbrella Games and advertisers must be wary of gamers who are tired of repetitive gameplay. “Each game takes a different approach to offering variety: PUBG prefers to opt for large individual maps, Fortnite has decided to expand and improve its existing map”.
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SPECIAL STORY
The second concept to market the game, Umbrella Corp added brands benefits with their integration into a game become something that gamers can interact with. In a hugely branded push by the game, Fortnite very successfully integrated the character, Thanos, to help advertise Avengers: Infinity War to its audience. The embodied avatar of Thanos became a huge part of the game, creating a crossover that didn’t impact gameplay absurdly or make players feel they were being marketed to, which is an exposition of not losing the fan base. Fortnite’s success has opened doors for brands who want to market their product through influencers in the virtual world. Twitch has, thus, allowed for a subscription service where twitch users pay for a premium content, and Fortnite has become the most popular game among all subscribers Take for an example, a twitch user and player named “Ninja,” whose streaming brings in $500,000 a month to stream his gameplays. Ninja subsequently told Forbes Magazine that brands have advertised on a stream ran through Twitch in a number of ways, including banner ads or small videos. PUBG and Fornite while simulating the battleground for player, ultimately, attempt to hackney point that people with great ideas for games are valued; the real worth of these games lies not. in an inspiration derived or flash of the moment inventiveness from a guy visualizing the success of the games, but in the ability to execute that idea efficiently and superbly. Implementation of the idea is the key; the flow of effort and flair of such talent into a game by people do vastly outweigh any one "Eureka!" moment. PUBG Corp and Fortnite are executing their concept and winning every round. Winner winner chicken dinner, eh?
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BRAND MARKIVE -SAKSHI ANANDANI
BOOK MY SHOW “My show, My time, My seat”, with this tagline, BookMyShow has become the leader of the online entertainment ticketing space. Headquartered in Mumbai, Maharashtra, BookMyShow was founded in August, 2007. Within two years of its launch, it became the biggest ticketing portal in the country, all thanks to the most revered- social media. BookMyShow’s extensive social media presence has made it into what it is today. With over 40 million+ app downloads, it has expanded its customer base to 325k with the help of the social media. Social media and digital marketing today is an indispensable tool for any business. Using it effectively will only reap benefits to the business in the long run. BookMyShow has made a huge impact on the social media and in turn has carved a niche for itself in the online marketplace. From an online ticketing platform for movies, the start-up has also transformed and expanded its business into online ticketing platform for events and plays, thus becoming a “360 degree entertainment platform”. It has left no opportunity to grab and mark its own presence in the social media platform so as to reach out to its customers as much as possible. BookMyShow has used SEO and SEM techniques to acquaint their customers of their presence. Their strategy of using digital marketing as a promotional tool has facilitated the success that they savour today.
“From an online ticketing platform for movies, the start-up has also transformed and expanded its business into online ticketing platform for events and plays, thus becoming a ‘360 degree entertainment platform’ ”.
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BRAND MARKIVE
BookMyShow also has a wonderfully created blog that covers movie reviews, offers, discounts, polls and articles about the movies that customers want to know about. The “hottest company of the year 2011-2012� has always followed the policy of Customer-first. It follows a customer-centric methodology and ensures that the customers have a unique user-experience. This differentiates it from the competitors and thus deepens its user engagement. With its Inbound Marketing strategies, the start-up has created a success story to tell for itself.
BookMyShow launched Jukebox, a music streaming service in September 2017, which has content from top labels that are curated in playlists. It has also launched a music production studio which is aimed at independent artists and newcomers.
BookMyShow has made sure that it has rooted itself in the market and is now striving to become a ticketing portal giant with a global presence. With the steady pace that it is moving forward in the industry, it is unstoppable. BookMyShow is a winner in the game. Indeed, it has not done a different thing, but has done things differently. 20 MARKSMAN
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BOOKWORM - DHRUV PALIWAL
SHANTARAM While reading through the pages of life of the narrator, I realized how he trusts his reader with his past, present, and future. He shares his insecurities and abysmally hidden secrets and opinions, thus he truly lets reader sympathize with his deeds and thoughts. That is why I feel, "Shantaram" is an audacious work. A journey of conscience, risks, love, deaths with little worry about the future, has let me profoundly rethink about various emotions of life. It is a journey of an anarchist who found his refuge in Mumbai after escaping the prison in Australia. His work as a drug dealer, improvised doctor, warrior and more float him throughout the chapters as he meanders in and out of the others lives. These people, an ever-smiling guide turned friend, a drunken man with a deep understanding of people around him, a philosophical gang leader, a beautiful and equally dangerous girl with tormented past, for whom he falls, are what drive our narrator, taking us with him through dawning awareness of self, of others, and of our importance to this world. His observation, as an outsider, into the heart of Indian culture has fascinated me and left me thinking more about the love we, Indians, carry in our hearts. This book demands questions, while our protagonist faces various inevitable ordeals, such as "What could I have done?", "Whom could I trust?". Finding inspirations and answers to such questions in beautifully woven quotes and profound thinking during the leisure times, was the gift of this book to my life during this 900 pages of the journey. At last, book convinces me, the reader, that "Every human heartbeat is a universe of possibilities." Â It is a journey of an anarchist who found his refuge in Mumbai after escaping the prison in Australia. 21 MARKSMAN
SEPTEMBER EDITION
HALL-MARK CAMPAIGN - SHAIVEE SHEKHAR FOODPANDA- THE CRAVE PARTY
Foodpanda came out with its biggest food experience campaign this month, “The Crave Party”. It had started off with rolling out offers its users could not resist, with scrumptious desserts priced at just Rs. 9, along with biryani and other popular snacks being offered at just Rs. 79 and Rs. 19 respectively. The users will be able to find categorized collections of such offerings on the app during the campaign. What’s more? You can order all of these without a minimum order value. It’s a total steal! Notably, these offers have been unprecedented in the food delivery industry. The campaign has been targeted across Foodpanda’s top priority markets. The Crave Party aims to celebrate the eternal passion for food, which unifies people from various walks of lives throughout the country. The three brand films were released for this campaign, have done a great job in depicting this. They talk about how the craving for your favorite dish strikes you, irrespective of the time and situation you are in. In the three ads, a lawyer, corporate executive, and a police officer find themselves eerily caught craving their favorite dish at a time they are least expected to be thinking of or talking about food. The brand films are short, but humorous and have garnered a lot of noticeability. Speaking about the campaign, Anshul Khandelwal, Head of Marketing, Foodpanda said, “Anyone, anywhere can be struck by food cravings, and as all foodies would know, the next step is to indulge the craving. That is precisely what these films celebrate-the universal passion for food. We are sure that foodies all around the country will be able to relate to the films and enjoy ‘The Crave Party’ to the fullest”. One of the key objectives of this campaign is to increase the order volume by 10 times. Foodpanda has integrated this campaign with Ola assets and properties and will reach out to Ola customer base for maximum impact. It will also build a fleet of 60000 riders in the coming two months to meet the demands of the campaign and ensure a seamless ordering experience for the consumers. 22 MARKSMAN
SEPTEMBER EDITION
KICKSTART - VINAYAK SHARMA
ONN BIKES ONN Bikes is a self-driven rental bike service which was started by Namit Jain and Shanky Munoth in 2015. The founders of ONN Bikes realized that travelling via public transport was too hectic in India and cabs prices were surging regularly which made travelling difficult for the middle-class population. This led to the birth of ONN bikes where one could rent self-driven bikes at nominal prices. Currently, ONN Bikes are operating in six cities in India which are Bangalore, Jaipur, Kota, Udaipur, Mysuru, and Hyderabad.
ONN bikes is also coming up with the concept of a dock less scooter. In a dock less scooter, you just need to pick up the scooter from a hub nearby and pay via online wallet.
ONN Bikes have been constantly planning to increase their operating base. They plan to start operations in four more cities by 2018 and add 85 locations by 2022. In order to increase their base, ONN Bikes is looking to add another 4000 bikes in their expansion plan. The main aim of ONN Bikes is to make intra-city travel easier and hassle-free. To make the travel experience even better, ONN bikes is also coming up with the concept of a dock less scooter. In a dock less scooter, you just need to pick up the scooter from a hub located nearby and pay via online wallet. Once you reach your destination, you can drop the scooter at the hub closest to your destination and complete the entire process, unmanned. 23 MARKSMAN
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KICKSTART
The startup has raised three rounds of funding so far — $219K (INR 15 Cr) equity funding and $439K (INR 3 Cr) asset funding from investors such as early-stage accelerator Z Nation lab and JITO Angel Network, among others. It recorded total revenue of $26 Mn (INR 18 Cr) till March 2018 and $1 Mn (INR 71 Cr) the previous year. Recently, ONN Bikes collaborated with MobiKwik to offer 2 wheelers on its App, thereby entering a new vertical in the travel category. These are initial days for ONN Bikes and they are planning to roll out 30% electric –charged vehicles by 2030.
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SEPTEMBER EDITION
FEATURED ARTICLE -Aravind Shankar
IIM Ahmedabad
POINT OF PURCHASE MARKETING Point of Purchase Marketing refers to the techniques used to influence a customer’s purchasing decisions once he or she is already within the store. It offers a relatively inexpensive way to effectively influence a customer through a variety of techniques described below. The rest of this article describes how this strategy is evolving with changing times and offers a peek into what the future might hold.
It offers a relatively inexpensive way to effective influence a customer through a variety of techniques.
Types of POP Marketing There are a wide variety of techniques of implementing POP marketing. The most common among them include the following:
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FEATURED ARTICLE
Experience This involves offering the customer the ability to touch and feel products and get a hands-on evaluation and demonstration of the product through sample units, trial rooms for clothes and so on. This typically works for high-involvement products such as apparel, food items, consumer electronics and so on. Cross Marketing This involves suggesting complementary products which are typically used alongside the primary product which a customer might be interested in purchasing. A visual reminder of a related or accessory product often triggers an impulse purchase of the complementary product. Location This involves designing the store layout with impulse purchase items typically located at or near the purchase counter, child-oriented products at lower heights to be at the child’s eye-level and so on, to maximize the possibility of the sale happening. Evolution of POP Marketing Techniques such as the above have evolved from the era of brick-and-mortar stores into the new-age e-commerce world. The techniques above were historically a broad-brush approach in the physical stores. However, with the advent of extensive data gathering in the e-commerce domain, it is possible to use data analytics to offer suggestions beyond standard complementary products and instead automatically build and offer bundles based on general purchase patterns across customers An example of such a bundling solution is illustrated below.
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Apart from this, with the massive amount of data being generated and collected about an individual’s shopping habits, it is possible to generate a customized recommendation list at an individual customer level. Thus, the same virtual storefront can appear different to different customers in the digital world, as illustrated below.
Evolution As businesses shift from the traditional, offline, brick-and-mortar world to the digital, e-commerce world and further into the hyper-connected IOT world, the massive amounts of data gathered both at an individual customer level as well as in aggregate, coupled with rapid developments in artificial intelligence and data analytics results in the ability to vastly improve the POP marketing techniques, and tailor them to individual customers.
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Machine learning algorithms can help identify new potential sources of interest for the customers, thus generating more revenue creations opportunities for the businesses. Additionally, with so much data about the individual customer’s shopping habits, preferences and behaviors, it becomes possible to tailor recommendations or offers at an individual level instead of the legacy, generic store-wide mechanisms of the previous era. This leads to the situation where stores can predict what a specific customer is likely to purchase with a fairly high degree of certainty, which can lead to some interesting behaviour by businesses.
Implications The effectiveness of POP Marketing techniques is directly related to how personalized the message can be made. This implies that such techniques are on par with the targeted advertisements on the web, mobile and offline channels, and thus perform a delicate balancing act between the value of customization and the risk of infringement of a customer’s privacy. With the advent of strict regulations such as Europe’s GDPR, it becomes all the more imperative that these techniques are subtle enough, yet useful enough, to be useful to the customers but not falling afoul of the regulations.
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Finally, with the vast amounts of per-customer intelligence generated, businesses should be careful that what are intended as influence techniques do not degenerate into manipulation in the eyes of the customers. Consequently, perception management about POP marketing techniques will become crucial in the years to come. Conclusion In the years ahead, Point of Purchase Marketing techniques will be ubiquitous both in the offline and online worlds, with the barriers between the two coming down. The data generated in the online world can be carried over to the offline, physical stores through proliferation of IOT technologies and can be used to make offline campaigns more effective.
“With so much data about the individual customer’s shopping habits, preferences and behaviors, it becomes possible to tailor recommendati ons or offers at an individual level instead of the legacy”.
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SQUARE HEAD SQUARE HEAD -PARAG CHAUHAN
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INDUSTRY EXPERT -ALVIRA SAYED
MR. PIYUSH SADDI Mr. Piyush Saddi has an experience of over 14 years in Channel Sales and, Business Development across luxury real estate sales and marketing and currently heading Gurgaon luxury project sales of Ireo Private Limited. He excels in analyzing market opportunities in National as well as International markets for the development of new projects and is proficient in building, expanding and maintaining the channels to increase the business networks. I was able to get wonderful insights from Mr Saddi on the real estate industry and the opportunities for MBA graduates in this sector. Some questions that he addressed are: Q: How did you get inspired to choose the real estate industry as your career? A: At the onset to be honest I had only joined real estate profession out of sheer luck in the year 2007. That time I had just planned to do something outside my family business. In the beginning, I was inspired by the sheer exposure and opportunities that this industry had to offer for professional like me as apart from being dynamic and evolving sector, it offered an opportunity to me for setting up plans and implementing processes from the start as well as penetrating new markets. I was fortunate enough of being part of International sales from the beginning wherein I was at the forefront of exploring new business territories outside of India and making business presentations to the NRI’s & Ultra HNI’s on investment opportunities present back home. In my decade-plus experience in this field, I have had the opportunity for leading sales of few International projects as well ie in Sri-Lanka & Maldives, which has not only offered me exposure but also helped satisfy my creative hunger. I firmly believe there’s no other industry which impacts the life of individuals as much as real estate industry wherein traditionally an average Indian spends almost 1/3rd of his lifelong earnings in buying his dream home, so there are a lot of emotions attached with this field and now real estate industry is getting more transparent and mature with RERA and REITS taking center stage in Indian real-estate. These are definitely exciting times to make a long fruitful career in Real Estate industry. 31 MARKSMAN
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INDUSTRY EXPERT Q: What does your regular day at work look like? A: My office day usually starts from taking early morning meetings with my team, which are more of informal team huddles to understand the progress on the previous day’s tasks and to outline day’s agenda. My day is usually planned in advance with various channel partner meetings to make progress on their existing client cases and to discuss with them the strategy for the way forward. I make sure to touch base with at least 5 existing clients during the day to understand with the various issues they are facing or to have further networking with them to get references from them. In real-estate industry, it’s your network which defines your net worth so I make sure to increase my circle of influence with more and more relevant meetings related to my vendors i.e. channel partners or client meetings. I make sure to end my day by having a recap on the day’s meetings and setting up agenda for the coming days. Q: How has the Real Estate Regulatory Act affected the industry? How do you come up against these challenges? A: With coming of RERA Act, the real-estate industry is definitely set for transformation. In my opinion, rather than posing a challenge the setting up of the much-needed framework has aided the restoration of investor and consumer confidence in real estate. However, only flip side is the adjustment to these rules and lack of clarity on few aspects which are posing as challenges to the developers in the short run. But I am sure in the longer run RERA will have a far-reaching positive impact and with time the developers would make adjustments. accordingly .
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INDUSTRY EXPERT Q: Investment in real estate is witnessing an unprecedented growth What instruments are being used to facilitate the growth of this sector in India? A: Investments in real estate sector have definitely evolved. As per the recent reports, Indian real estate has attracted over $4-billion investments from institutional investors in the year 2018 so far. With an average deal size for these investments also crossing $150 million mark, the highest in the last five years, these findings in itself reflect the potential of Indian Real-Estate growth. In addition to the commercial real estate, warehousing realty is also turning into an attractive avenue owing to supply chain efficiencies, cost savings through hub and spoke structure, and strong growth momentum being exhibited by sectors such as e-commerce, retail, FMCG and automotive. Private equity investments into real estate sector during the first half of the year have already crossed more than 60% of such investments witnessed in the entire 2017 (Source KPMG Data- ET Report 27th Sep’18). Of the many avenues, REITS investment route is one such instrument which is definitely facilitating India’s real-estate growth story with India’s much-awaited maiden Real Estate Investment Trust (REIT) set for debut almost four years after the rules were notified. With this, India will join the league of global REIT markets such as the US, the UK, Singapore, Japan Australia, and Canada. Q: For an MBA student, what are the opportunities lying ahead in this sector and how does the career graph look like? A: Real-Estate industry is ever evolving and is currently going through a positive transformation. As mentioned in my earlier answer this field would continue to offer a lot of exposure and growth opportunities. In fact, the field is much more organized and settled in terms of system and processes. With the coming of many Indian corporate houses like Tata Housing, Godrej Properties, Mahindra and Hero Reality to name a few, I am positive that MBA Students have a positive growth chart in this field.
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CALL FOR ARTICLES FOR MARKSMAN OCTOBER 2018
"You can make anything by writing" --CS Lewis The Marksman provides one and all the opportunity to discover their hidden talents in the literary field through the call for articles. For the upcoming month, the articles can be sent on any of the following topics:
• Data-Driven Marketing • Next-Best-Action Marketing • Incentive Based Marketing * Please ensure that there is no plagiarism and all the references are clearly mentioned. Kindly follow the guidelines given below: 1. One article can have only one author. 2. Your article should be approximately 800 – 850 (strictly adhere to the word limit). 3. The article must have relevant pictures that can be used to enhance the article. 4. Font Type: Gill Sans MT 5. Font Size: 14 6. Send in your articles in .doc/.docx format to marksman.simsr@somaiya.edu 7. Subject Line: Your Name_Institute Name_Course Year. 8. 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: 25th October , 2018
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