The Marksman Summer 2023 Issue

Behavioral economics and marketing have a close relationship as both fields are based on what influences human behavior, particularly in the context of decision-making and consumer choices Read how different marketing strategies are related to this branch of study

Check out what has made Bridgerton a unique, popular fiction worldwide and how a mega-brand like Coca-Cola is reducing its carbon footprint. Also, there are some whole-hearted farewell messages to start your new academic year

Read on to "Unravelling the Mind" to learn more about how behavioral economics and marketing are related, especially when studying human behavior.

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 this volume's last edition, the summer edition of the call for articles

1.

2

Winner - Reshu Kumari, IIM Kozhikode

Runner up - Sahil Dalvi, L N Welingkar Institute of Management Development and Research

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

Hitakshi Garg

"Reading is essential for those who seek to rise above the ordinary"

MEET THE TEAM

Prathamesh Jaju

Vedang Upasani

Saarah Mukaddam

Jahanvi Dhingra

Sreya Biswas Rushali Khanna

Kickstart

Modernizing denim apparel for women “Freakins” has really led a revolution for a start-up that was only founded in 2018 It is focused on sustainability

Cover Story

Studying people's biases, heuristics, and cognitive limitations and how they affect their choices, learn how behavioral economics and marketing go hand in hand

Brand Markive

02

Rarely you will ever find a person who hasn’t heard of the brand Puma Check out how the brand has expanded its Asian market. 04

Marketing Buzz

Read more on the collaboration of Tata Starbucks which recently launched a campaign #ItStartsWithYourName that sparked controversy for being 'too woke'. 05

More than Marketing

Learn more about how environmentally friendly Coca-Cola’s newly launched recyclable plastic bottles are.

Hallmark Campaign

Famous jewelry brand Tanishq showcases Indian tradition and values through its heartwarming ad campaigns.

Pioneer

Kalki Koechlin, a strong independent advocate of social issues aside from being a critically acclaimed Bollywood actress.

07

Marketflix and Chill

Dearest gentle reader, what are your views on how this one-ofa-kind fiction series is doing on Netflix? 09

Humans of Marksman

Get to know about the digital marketing side of the healthcare and finance industry from the product manager of Bajaj Finserv Health with Mr. Ishan Arora.

Marketing Trivia

We all like to brag about our Nike and sportswear Can you also guess all these brands?

A denim led revolution

KICKSTART FREAKINS -Jahanvi

Dhingra

Freakins is a homegrown start-up venture meant for women, rolled out five years back in 2018, that aimed at modernizing denim apparel and broadening its scope beyond the traditional pair of jeans to introduce a revolutionary line of fashion statements that are inspired by not only iconic designers' vision and pieces but are also uniquely reflective of the socio-cultural landscape of date, to appeal to the generation that's not simply attracted to a well-presented product but seeks individuality from their clothing choices.

Based in Ahmedabad, it has clocked an annual turnover of over 12 crores within a short period and has created a distinct identity by carefully positioning itself as a space for inimitable and limited edition pieces that take from exclusive collections, nd involves the masses in their process of ch with their target' customers demand as d story to gather eyeballs

For instance, in 2021, Freakins launched an Art x Freakins Initiative, where in they partnered with 22 artists from all over India and invited them to add to the Freakins collections with their designs and creations to create a line launched across their fit stores

The Initiative not only proved to work wonders from a marketing aspect because of its niche quality but also because it emphasized how this is a part of their drive to help small and unestablished artists grow by putting their names out there and financially contributing a margin of their sales

Another compelling factor behind the appeal of Freakins is their commitment to sustainability, where as stated by the founder and CEO, Shaan, they are aiming

to reduce their water levels by during the production process. E way towards a green line of especially in an age where fas and its environmental issues significant concern to millennials proportion of their potential cu today.

The brand has always tried to make itself a consumer-focused entity. The same was apparent even during the pandemic when it released announcements assuring its customers that each product at Freakins is carefully sterilized to waive their concerns

Another aspect of it was the promise of a two-week delivery throughout their operations, which they have maintained as a part of their communication strategy

Their offerings include a huge variety ranging from classic denim jean fits dresses, outfits, and even custom footwear in shades of blue, whether it be heels, stilettos, or a pair of denim sneakers even.

Their mantra has always been to disrupt the fashion industry by convulsing traditional with breakthroughs, and that's exactly what their marketing intends to do as well, by not adopting the brand ambassador route to advertising, but instead putting their own customers' testimonials and product experiences out there to help the on-looker get an actual

feel of the product All in all, it is far from denying how Freakins is a breath of fresh air until the dominance of international denim brands takes its association beyond the classic pair of jeans.

Towards an entire line of clothing that takes into account women's needs from their apparel all the while maintaining a repertoire of being a breakthrough, never witnessed before brand, as is evident from its name, 'Freakins

Behavioral Economics for Marketing

-Maheshwari Mishra

Behavioral economics and marketing are two closely related fields that deal with understanding and influencing human behavior.

Behavioral economics is a field of study that delves into the psychological, social, and emotional factors that influence economic decisions. It seeks to understand how individuals deviate from the traditional rational decision-making model assumed in traditional economics. By examining how people's biases, heuristics, and cognitive limitations affect their choices and behavior, behavioral economics provides valuable insights into the complexities of human decisionmaking.

In contrast, marketing is the practice of communicating and delivering offerings that provide value to customers, clients, partners, and society. By offering value to these stakeholders, marketing aims to build strong relationships and drive business success. Effective marketing strategies are grounded in a deep understanding of customer needs and preferences as to what are the requirements of society and culture

Behavioral economics and marketing offer powerful tools for understanding and influencing human behavior By combining insights from these two fields, businesses, and organizations can develop more effective strategies for engaging with customers, and building brand loyalty.

The insights gained from behavioral economics can be applied to marketing to create more effective marketing campaigns and influence consumer behavior For example, understanding the concept of loss aversion, which is the tendency for people to feel the pain of a loss more strongly than the pleasure of a gain, can be used to create urgency in marketing messages by emphasizing the potential loss of an opportunity Similarly, framing a product in terms of its benefits rather than its features can make it more appealing to consumers by tapping into their emotional responses. For example, sweets advertised during festivals.

It is important to note that effective use of behavioral economics requires a deep understanding of human behavior

Traditionally, marketing has relied on a rational model of decision-making, where consumers calculate the pros and cons of different choices that maximize their utility However, behavioral economics has shown that consumers often make decisions based on heuristics, biases, and other non-rational factors

By understanding these non-rational factors, marketers can design campaigns and products that better align with consumers' actual decision-making processes For example, they can use insights from behavioral economics too: Nudge consumers towards confident choices: By using behavioral nudges, such as default options or social proof, marketers can encourage consumers to make choices that align with their goals

Reduce decision fatigue: Consumers are often overwhelmed by the number of choices they face, leading to decision fatigue. By simplifying choices and reducing the number of options, marketers can make it easier for consumers to make decisions.

Increase motivation: Behavioral economics has shown that consumers are more motivated by short-term rewards than long-term goals.

To effectively use behavioral economics, it is crucial to understand its key principles and insights. This is a multi-step process that includes:

Identifying the behavioral barriers that are preventing people from taking the desired action Once you have identified the behavioral barriers, develop interventions to address them.

This can be done through experiments, A/B testing, or pilot studies Based on the results of the tests, refine the interventions to make them more effective Once you have refined the interventions, scale them up to reach a larger audience. This can include incorporating the interventions into marketing campaigns, product design, or policy initiatives.

One of the key insights from behavioral economics is that people don't always make rational decisions Instead, they are influenced by various biases, and other factors that can sometimes lead them to make decisions that are not in their best interests. By understanding these influences, marketers can design more effective campaigns that can persuade people.

Instead, they are influenced by various biases, heuristics, and other factors that can sometimes lead them to make decisions that are not in their best interests By understanding these influences, marketers can design more effective campaigns to persuade people to take specific actions

Because of its increasing relevance in the global market, Many Indian companies have also adopted behavioral economics to understand better their customer’s needs To name a few:

Flipkart: India's largest e-commerce company, Flipkart, has used insights from behavioral economics to design its mobile app and website in a way that encourages users to make purchases

For example, it uses personalized recommendations and targeted messaging to nudge users toward certain products and offers.

ICICI Bank: ICICI Bank, one of India's largest banks, has used insights from behavioral economics to design its savings accounts It offers rewards and incentives to customers who save regularly and uses targeted messaging to encourage customers to increase their savings.

Behavioral economics provides marketers with a robust set of tools for a deeper understanding of consumer behavior and for developing highly effective marketing strategies. Consequently, it is poised to become an increasingly vital component of the marketing landscape in the years ahead.

Puma announcing Anushka Sharma as its ambassador and an innovative way definitely helped Puma gain huge attention on social media But the Puma story goes back to post-World War 2 when Rudolf went against his brother and started his own company - Puma Rudolf Dassler was very enthusiastic about starting his own venture and that’s when he landed on the idea of Puma In the 1950s, Puma started with its expansion of the product line and started to sponsor football teams, including the West German national team that won the 1954 World Cup The company also began to make shoes for track and field athletes, and its products were worn by several Olympic champions

Till the 1960s, Puma started targeting hiphop and breakdancing to recreate urban culture. The company's iconic "Puma Suede" shoes were a favorite among Bboys and B-girls, and the brand became synonymous with urban culture. The key differentiators for Puma have been Innovative product design, strong brand image, and the right marketing strategies Puma collaborated with many celebrities to cater to the global market. At present, Puma has a good hold amongst the Indian audience Puma has primarily focused on the growing Asian market and has been pursuing it since the late 2000s, collaboration with Virat Kohli has been a game-changing strategy for them.

The "One8" collection, which is a collaboration between Puma and Kohli, offers a range of athletic and casual wear, footwear, and accessories. The collection reflects Kohli's personal style and features his signature branding The collection has been very well-received by consumers and has helped Puma establish a stronger foothold in the Indian market Puma has appealed to a broader audience, especially India's youth and cricket fans The company has been able to leverage Kohli's image as a role model and his association with fitness and sports to promote its products, which has helped to build a positive brand image. The brand has emerged as a considerable alternative for the youth and emerging Indians, as they have focused on style and designs along with comfort and fabric Thus, Puma is holding an edge in India.

Puma's revenue in 2021 was €6.0 billion, representing an increase of 26 8% compared to the previous year The company's net earnings for 2021 were €485 5 million, representing an increase of 27 2% compared to the previous year The company is enjoying an increasing market share and is ready to expand its reach Currently, Puma is available in 120 countries, and its increasing focus on sustainability has been catching an eye The company has launched several sustainability initiatives, including the "Forever Better" program, which aims to reduce Puma's environmental impact and promote social responsibility. Puma is also a member of the Sustainable Apparel Coalition, a group of companies committed to improving sustainability in the fashion industry

Stirring the Controversy: Starbucks -Shireen

Khan #ItStartsWithYourName

In collaboration with Tata Starbucks Pvt. Ltd., Starbucks it recently launched the #ItStartsWithYourName campaign in select cities of India The campaign, designed to celebrate inclusivity and personalization, has sparked a fiery debate among the public. In this article, we delve into the reasons behind the intense response to the campaign, exploring the cultural context and the diverse perspectives it has ignited Embracing Inclusivity: The #ItStartsWithYourName Campaign: Starbucks' #ItStartsWithYourName campaign revolves around a simple yet powerful concept –addressing customers by their names By emphasizing a warm and personal connection, the campaign aims to create a sense of belonging and inclusivity for all customers. Recognizing that a person's name holds significant cultural, ethnic, and personal meaning, Starbucks encourages its employees to listen attentively and ensure accurate name pronunciation. This initiative acknowledges the importance of respecting individual identities and fosters an environment where everyone feels valued and accepted

The idea behind the campaign is to make n feel valued and accepted tep into a Starbucks store The l Advertisement and Its particular Starbucks ad has nificant attention and sparked ontroversy. Depicting a woman reuniting with her Starbucks outlet, the ad aimed mote acceptance and ng

faced strong backlash from nts of society, who criticized it sition of "extremist American logy" on Indian culture. The esponses reflect the clash progressive messaging and traditional values prevalent in Indian society While the ad resonated with many individuals who championed inclusivity and LGBTQ+ rights, it also encountered

MARKETING BUZZ

resistance from conservative groups and individuals who held firm to traditional norms and beliefs. A Tale of Two Reactions: The campaign's reception on social media platforms was a battleground of contrasting opinions Supporters of the #ItStartsWithYourName initiative applauded Starbucks for fostering inclusivity and breaking societal barriers They appreciated the brand's effort to challenge stereotypes and create a safe space for all individuals. On the other hand, critics accused Starbucks of diluting Indian culture and labeled the campaign as a form of "wokeness" invading the country

Navigating Cultural Sensitivities: Starbucks' campaign is not the first to face controversy in India. Previous instances involving brands like Tanishq and FabIndia highlight the delicate balance brands must strike when challenging cultural norms. The Indian audience is sensitive to portrayals that deviate from traditional values, making it crucial for brands to navigate cultural sensitivities while effectively conveying their messages.

Moving Forward: Lessons Learned: The Starbucks #ItStartsWithYourName campaign has sparked a vital conversation about inclusivity and cultural acceptance While controversy can be polarizing, it provides an opportunity for brands to reflect and learn. By understanding and respecting the local cultural context, brands can craft campaigns that resonate with their target audience, promoting positive change

without alienating segments of society It's important to note that Starbucks is not the first brand to face controversy in India. Previous instances involving brands like Tanishq and FabIndia demonstrate the sensitivity of Indian consumers to advertisements that challenge cultural norms and values. These controversies highlight the need for brands to navigate cultural sensitivities while promoting their messages effectively By engaging in dialogue, promoting cultural sensitivity, and tailoring campaigns to the local context, Starbucks can navigate sensitivities while fostering positive change. This experience provides valuable lessons for brands to reflect on, emphasizing the need for inclusivity while respecting diverse perspectives and cultural nuances.

Coca-Cola

-Rushali Khanna World Without Waste

Coca-Cola, the world's largest beverage company, has launched a sustainability drive to reduce its carbon footprint and promote eco-friendly business practices. "World Without Waste" aims to recycle and reuse 50% of its packaging by 2030

Coca-Cola knows its products harm the environment and values environmental protection. The company has ambitious waste-reduction and sustainability goals

Coca-Cola's "World Without Waste" project, launched in 2018, encourages recycling and eco-friendly packaging to reduce the company's environmental effects

The goal is to collect and recycle the equivalent of every Coca-Cola bottle or can by 2030 and recycle all of its

packaging by 2025 Local communities, industry partners, and governments are helping Coca-Cola achieve these goals

Coca-Cola's production plants use renewable energy to promote sustainability The company has invested in solar and wind power to reduce its carbon impact and meet renewable energy demands by 2030

Coca-Cola is conserving water, trash, and renewable energy

By 2030, the company will replenish 100% of the water used to make its beverages and other products Coca-Cola works with local farmers to promote sustainable agriculture and invests in water filtration

MORE THAN MARKETING

Systems to achieve this goal. Through its products, Coca-Cola promotes sustainability The company offers sugarfree and low-sugar drinks like Coca-Cola Zero Sugar and Diet Coke to help customers reduce their sugar intake

Using renewable energy sources to power Coca-Cola's production facilities is one of the ways the company is working to advance sustainability efforts The corporation has committed to obtaining all its energy needs from renewable sources by 2030 It has made investments in solar and wind energy to lower its overall carbon footprint.

The company also promotes reusable bottles and recycling empty cans and bottles "World Without Waste" has succeeded. Coca-Cola partners with local

agencies to start recycling schemes over 120 countries The corporation is also reducing its packaging plastic use Finally, Coca-Cola's "World Without Waste" campaign aims to reduce the company's environmental effects and promote sustainable practices to create a sustainable space for all

In conclusion, the "World Without Waste" campaign that Coca-Cola launched is an ambitious program that attempts to lessen the company's environmental impact and promote sustainable practices Coca-Cola is making considerable headway toward accomplishing its objectives through collaboration with various communities and business partners worldwide. The undertaking is a constructive step towards achieving the goal of making the planet's future more sustainable.

Tanishq- The Jewelry of Happiness

Highlighting the 'Beauty in Unity'

-Sreya Biswas

"Dua ke saath, khubsoorat har din " Tanishq, one of India's most popular jewelry brands, has launched many ads that tugged at viewers' heartstrings over the years. Let us take a look at a few of them.

Starting off with "Ekatvam," an initiative launched in 2021 to foster cohesion and appreciate variety in India, was one of the year's most stirring initiatives Tanishq's "Ekatvam" campaign was not only beautiful to look at but also sent a strong message of acceptance and togetherness The commercial showcased a stunning wedding ceremony that successfully united individuals of many faiths and cultures by emphasizing the idea that "beautiful things happen when people

come together " While many applauded Tanishq for its progressive stance, others accused the company of encouraging "love jihad" and distorting Hindu values Despite the backlash, many people connected with the ad because they saw it as a message of love and acceptance in a world where religion and culture can so easily drive people apart

Then we had Tanishq's "Utsava" ad campaign, a colorful and visually stunning tribute to India's rich cultural heritage A visual feast, the commercial showcased the diversity of Indian culture through its celebration of many festivals The campaign included stunning examples of traditional Indian clothing, jewelry, and

rituals from many parts of the country. It emphasized the significance of community and togetherness in the midst of the festival season's merriment. People were shown dancing, singing, and generally having a good time in the commercial. It beautifully displayed the variety and richness of India's historical and cultural traditions

The campaign depicted the Indian festival season in a way that was both beautiful and lighthearted. Audiences were reminded that merriment and fellowship are universal human experiences, regardless of origin or ideology. It lauded the richness of India's various cultural traditions and stressed the value of communal celebration Lastly, Tanishq's "Shubh Laabh" campaign was an

inspiring ode to Indian culture and the festival of Diwali The ad showed a family celebrating the festival of lights and stressed the significance of family and culture

The advertisement showed family members decorating their homes for Diwali and sharing gifts The advertisement stressed the power of small acts \ to bring people together and promote holiday cheer

The advertisement promoted the idea that true riches come from our connections and traditions, not material goods

All told Tanishq's 2021 campaigns were stirring manifestos on the value of tradition, diversity, and tolerance in Indian culture. They reminded audiences that we all need connection and acceptance, regardless of background or beliefs

Bold and Unconventional

A face for brands that share her beliefs

-Kaizeen Munshi

Kalki Koechlin is a multi-talented star unique in her own way known for her work in Bollywood films and independent cinema. From the characters she has played in her movies, one can have no qualms about her unique and eclectic personality

Kalki Koechlin is known for being an independent thinker and a strong advocate for social issues. She has been vocal about gender equality, LGBTQ rights, and environmentalism. She has also been an active participant in various social campaigns and movements In her personal life, Koechlin is known for her artistic and creative pursuits She is a trained dancer and has also written plays

and poetry Her creativity is reflected in her fashion sense, which is often bold and unconventional. She has spoken publicly about her struggles with mental health and her strange upbringing, which included growing up in a hippie commune in India

A slew of brands have wanted to reflect the strong sense of individuality and adventure that define Kalki's personality. The most recent amongst them has been the D2C brand Pilgrim, a personal care brand that brings native beauty traditions from around the world, like red wine extracts from Bordeaux, France, for this range Koechlin has a French lineage and has partnered.

with the brand expressing her strong connection with the beauty secrets of the country

In 2018, Kalki Koechlin partnered with Hidesign to promote a diverse range of eco-friendly handbags. Additionally, she has a prior connection with the brand, having been a member of the Hidesign design team, which is now a subsidiary of Louis Vuitton Vogue magazine announced Kalki's collaboration with Hidesign, a prominent Indian leather brand, where she co-created a distinctive capsule collection. The brand's profound mission is closely tied to Pondicherry, which coincidentally happens to be Kalki Koechlin's hometown as well.

The Moms Co has been one of the best endorsements done by Kalki in her career.

The Moms Co. is a brand that celebrates the beauty of women, regardless of their age In 2020, Kalki Koechlin endorsed their products, specifically the Natural Age Control Range, which aimed to promote ageless beauty The brand launched a digital campaign across the country to showcase the diverse expressions of women As a popular startup that challenges perceptions and stereotypes, the brand found an ideal partner in Kalki Koechlin to promote these values.

Kalki Koechlin is one of the select few actresses known for choosing the most suitable brands for endorsements and promotions As a mother, she consciously aligns herself with brands that advocate for nature preservation, empowerment, and sustainability

Bridgerton

A Lady Whistledown Special

Dearest Gentle Reader,

-Saarah Mukaddam

You missed the most remarkable coup of the season, but here I am to remind you what a remarkable series Netflix has bestowed upon us.

'Bridgerton' is a one-of-a-kind fiction series set in early 19th-century England It is inspired by the romance novel series by American author Julia Quinn.

The series opens amid a formalized courting season in 1813 London as high-society families scheme to pair off their young eligibles. Season one follows Daphne Bridgerton (Phoebe Dynevor), a debutante who’s thirsty for a love match as her mother pushes her to find a reputable eligible suitor during the season, where she eventually falls in love with the Duke of Hastings (Regé-Jean Page), who is initially hell-bent on never getting married Season one follows a rife with turmoil, love-sick drama, and a lot of courtroom dancing followed by twists and turns through the episodes to keep the viewer hooked for days.

As we pave the way for the second season, the plot revolves around an enemies-tolovers tale that follows Viscount Anthony Bridgerton’s (Jonathan Bailey) quest for a viscountess where he wishes to marry Edwina (Charithra Chandran), who arrives from India along with her sister Kate (Simone Ashley). However falls in love with Edwina's elder sister Kate along the process, whose disdain for Anthony turns imperceptibly and most inconveniently into a burning forbidden love

The show also includes the town’s anonymous gossip columnist, Lady Whistledown who narrates segments of the story that create suspense and captivates the viewer to be persistent in watching the series The characters in the story as well as the viewers are all curious about the columnist's identity

The marketing for Bridgerton was highly effective in creating buzz and anticipation for the series The release of an official trailer is a crucial part of any marketing campaign, and the Bridgerton trailer was no exception It was released several weeks before the show's premiere and generated significant buzz on social media

Netflix partnered with several influencers on social media platforms like TikTok and Instagram to promote the series which helped the show reach a younger demographic and generate excitement among fans The show is very popular among female Gen Z and millennials who have a taste for a victorian era niche and classic romance novels

Apart from this, the casting through the series playing a huge role The show's casting of diverse actors in key roles was a major selling point in the marketing campaign This helped to attract a wider audience and generate positive media coverage.

The raging success of the first two seasons of Bridgerton has successfully led to a

spin-off prequel series named 'Queen Charlotte: A Bridgerton Story' was released very recently. The series focuses on the early lives of King George III and his wife, Queen Charlotte Their grand but tragic love story spanning decades and 15 children tackles issues and challenges, both contemporary and past. With all that being said, this author found herself compelled to share the most curious of news. Hope you found this rather fascinating.

Yours Truly, Lady Whistledown

Mr. Ishan Arora

-Soham Sheth Product Manager, Bajaj Finserv Health

From your experience, what can you suggest to increase digital engagement for companies such as yours?

Focusing on customer requirements or in technical terms, search volume is very important. Obtaining data about customer needs, filtering and segmenting it according to the working and vision of our company, mapping the keywords, etc can be done to achieve SEO The accuracy, fluidity, and fluency of the content posted on these engagement platforms are other important things to be maintained The appearance and the back-end parameters like loading time, and cache-free and bug-free pages are both contributors to getting a good digital engagement.

What are your thoughts on the status of the Healthcare and Finance Industry and what do you think lies in the future?

The scope is vast for both Healthcare and Finance industries. The industry lacked awareness before Co-Vid times, but it came to light after the tragedy Various initiatives taken by the government such as AABHA do help create a platform for digitalization for healthcare, which we, Bajaj Finserv Health specialize in. Talking about finance in the healthcare sector, we assist people who require huge finances for health reasons and this segment is lacking awareness There is a huge scope ahead though and awareness can surely help companies achieve success.

Would you share some personal learnings from your vast industry experience? Focus on long-term success, vision, and clear thinking are required to achieve success Apart from that, as a product manager, cognitive excellence, creativity, and people- management are very important. The most important aspect is having a clear rationale and being sure of what work you want to achieve and from whom to get it done All these things boil down to how you solve the issues faced by your customers and this is directly linked to the vision of your work.

Sports Brands - Trivia

Across:

1 A sports brand that is also a German car manufacturer

2. What athletic footwear and apparel brand features a logo that resembles a Union Jack flag and was founded in the United Kingdom in 1958?

3. A sports brand that produces a line of athletic wear called "Dry-Fit"

Down:

4 A sports brand that produces equipment and apparel for baseball and softball

5. A sports brand that produces athletic shoes and apparel and is known for its "Jumpman" logo

6. Which athletic apparel and performance brand, known for its innovative moisturewicking technology, was founded by Kevin Plank in 1996?

Negative Marketing

-Reshu kumari A Strategy or a

gimmick?

“Products are made in a factory, but brands are created in mind”, said Walter Landor, designer and a pioneer of branding and consumer research techniques

Is it true? Do you believe this? Okay, think of a brand of noodles. Did you think of Maggi? A yellow packet is painted in your mind as soon as you hear the name How did this happen?

You got a vivid image because you grew up watching its ads on television. This is what marketing is It creates a perception in the minds of its target consumers But do you know that rival brands often try to tarnish their competitor’s image in your mind?

Let me tell you another story. When Coca-Cola took the second floor of a building and put its hoarding out stating that it is on the second floor, Pepsi immediately put another hoarding below it mentioning “Pepsi Everywhere”

Companies utilize a variety of marketing strategies to draw in new clients and build stronger relationships with existing ones

One of these is negative marketing, commonly referred to as "negative campaigning". It is a marketing tactic that entails openly targeting or criticizing the rival brand by demeaning its goods, or reputation. This can be accomplished in a number of ways, including marketing initiatives, or even by broadcasting untrue information about the rivalry in order to convince potential customers that the company's product or service is superior to those of its rivals. The amusing thing about it is that companies that utilize it often try to invent the term themselves by using phrases like "comparative marketing" and similar expressions to avoid having their acts perceived as sabotage against competing companies

CALL FOR ARTICLES

Let us understand the concept of “negative marketing” and how it works by analyzing some real-world examples Remember how Samsung has targeted Apple for a long time via its ads? In its recent ad for Samsung Galaxy Z Flip 4, it has once again mocked Apple for not having foldable iPhones asking its users to “get off the fence” This strategy aimed to persuade potential customers that the competitor's offerings are inferior, unreliable, or untrustworthy in some way and that the company using the negative marketing tactics offers a better alternative In 2016, Burger King in Queens covered itself with a giant white sheet bearing the words McDonald's on Halloween.

It was poking fun at the ghost of McDonald's at that fast food institution. Negative reviews, comparisons, and poor publicity are just a few examples of the many ways negative marketing can appear However, it can also be dangerous because it could go wrong and harm the reputation of the business adopting these strategies It can raise legal issues particularly if a legitimate company decides to sue the negative marketer if defamatory comments are untrue, unfounded, and misleading. Another aspect of the same is that companies can actually drill down to criticism and take it as a challenge to improve upon their products and services As

Domino’s did with a self-deprecating advertisement where it accepted a customer’s review that its pizza tasted like cardboard. You would be amazed to see how Domino’s used this as an opportunity to reinvent the pizza, and its sauces and market the same.

“The pizza turnaround” documentary connected the fast-food lovers to the brand building more trust and gaining millions of positive reviews. So, In conclusion, negative marketing might be detrimental or a chance to win back your target segment. It’s very subjective and dynamic. Anyways, do you consider this ethical? Or do you view it as an essential cutthroat method of marketing? I leave the answers to these questions to you

Conscious Marketing

-Sahil Dalvi Marketing from the Inside Out

Conscious marketing is a growing trend in which companies prioritize the welfare of all stakeholders, including customers, staff, suppliers, and the environment Unlike traditional marketing, which focuses on generating demand for goods and services regardless of their impact, conscious marketing cultivates long-term value for all parties It requires a fundamental alteration in how companies function, extending from their supply chains to their messaging. Companies that engage in conscious marketing take into account the impact of their products and services on the environment, the communities in which they operate, and the individuals who produce and use their goods. Adopting a conscious marketing approach offers multiple benefits for companies. Firstly, it can aid them in building trust and fostering customer loyalty among those who value social and environmental responsibility. A survey by Nielsen revealed that 66% of consumers are willing to pay a higher price for goods and services from companies dedicated to promoting a positive social and environmental impact Secondly, conscious marketing can help companies distinguish themselves from competitors in a crowded marketplace. By prioritizing sustainability, ethical practices, and social responsibility, companies can establish a distinctive brand identity that resonates with consumers and sets them

apart from firms that prioritize profits above people and the planet Also, conscious marketing can help companies attract and retain top talent Employees, particularly younger generations, seek out purpose-driven companies that align with their values By embracing conscious marketing, companies can attract and retain employees who share their dedication to sustainability and social responsibility. To practice conscious marketing, companies must commit to ethical and sustainable practices that permeate every aspect of their business. They should initiate by conducting a sustainability audit to identify areas where they can improve their environmental and social impact

This may involve reducing waste, transitioning to renewable energy sources, or ensuring equitable labor practices in their supply chain To improve, a company should develop a marketing strategy that aligns with its values and objectives. This may involve emphasizing sustainability, ethical practices, and social responsibility in messaging or collaborating with like-minded organizations Conscious marketing requires ongoing engagement with customers and stakeholders to address their needs and concerns Transparency and a willingness to receive feedback are crucial Finally, companies should track and report on their progress toward their sustainability goals. This may involve monitoring carbon emissions, waste reduction, or social impact metrics By sharing their progress with stakeholders, companies can develop trust and accountability and inspire others to follow their lead. Numerous firms have adopted conscious marketing and are witnessing the rewards. The Body Shop and IKEA are examples of companies that prioritize ethical and sustainable practices. SInce its founding in 1976, The Body Shop has been committed to using ethically sourced and cruelty-free ingredients raising awareness about social and environmental issues, and supporting community trade initiatives. Similarly, IKEA has made sustainability a core part of its business strategy, setting ambitious goals to become climate positive, use only renewable energy, and source all of its wood and cotton from sustainable sources IKEA also provides eco-friendly products to help customers reduce their environmental footprint.

Adopting a conscious marketing approach is not a passing fad but a crucial transformation in the way businesses function in an era fraught with ecological and social obstacles. Companies that practice conscious marketing can build trust with customers, stand out from competitors, and attract and retain talented employees. Ethical and sustainable practices can create long-term value for all stakeholders and contribute to a more equitable future

Dear Seniors,

As we prepare to part ways, and reflect on the moments we've cherished together, we would like to thank you for your guidance throughout the year The laughter, knowledge, and bond we've shared will forever hold a special place in our hearts. We will revisit these memories during parties and events, all through the year.

As you embark on a journey to new horizons, may success and happiness follow your every endeavor. Best of luck in all your future endeavors. With heartfelt gratitude and warmest wishes.

Your beloved juniors

Interface has been a rollercoaster ride for me I remember learning about the committee when I joined the Institute and knew I wanted to be a part of it It was exciting when I was selected as a junior member and an honor when I was selected as the Convenor. Though I am an introvert, being in Interface made me extremely comfortable with the work, people and interactions with stakeholders. The people at Interface are always a talented bunch with warm personalities, and I hope the legacy continues with the committee reaching greater heights Interface will always hold a special place in my heart

It has been nothing short of a rollercoaster ride leading and working alongside each and every one of you, while simultaneously growing and reaching newer milestones both professionally and personally I hope the team continues to grow stronger together, and the legacy of Interface goes on to achieve the greatest of heights.

All the very best to all of you!

t has been an incredible journey working with all of you. I am so proud of the growth and achievements you have made during your time here. Remember to stay curious, embrace challenges, and never give up on your dreams Keep pushing orward and never stop learning Goodbye and best of luck for your future endeavors

Aditi Damaraju Convenor

Mehak Sethi Co-convenor

Sanjith S Kumar Co-Convenor

Couldn't have asked for a better group of people to carry forward the mantle. Keep up the good work!

Amit Nair Corporate communications & SGMC Head

It has been a transformational journey leading this committee during our flagship fest. Seeing each of you amazing and talented individuals evolve into a capable and effic ed experience I have witn fident that each and ever

ove on to new endeavors, I carry with myself the lessons memories from my time as Editor in Chief and SGMC Head hing the relationships I have built, the challenges I have ome, and the successes I have achieved. To the upcoming s in our committee, I encourage you to embrace the tunities and challenges. Remember that each role, big or has the potential to make a difference

Rayomand Sachinwala Editor-in-Chief, The Marksman & SGMC Head

Ginni Gupta Event Head, Navikaran

Working at Interface and the Marksman has been a wonderful journey I feel grateful to have learnt and grown with such a great bunch of people Hope the juniors have an equally amazing time and carry on this legacy

Online to offline, a vibe unmatched!

Work on yourself; everything else will fall into place.

Working diligently

Nimisha Pandey Social Media Manager

Aditya Kaushik

Anushka Dalvi Editor-in-Chief, The Marksman Website Manager, Interplaced

Sunitra Manglani MarkForum Head

Your dedication to academic excellence and this committee is an inspiration to us all Congratulations on your achievements thus far, and we can't wait to see all that you accomplish in the future

Chinmaya Sharma

A on my time as a senior member of the committee, my heart is filled with gratitude and fond memories These past years have been an incredible journey, and I am honored to have been a part of such an amazing team It has been an honor and a privilege to work alongside all of you. I am confident that this committee will continue to flourish under the guidance of the upcoming leaders, and I can't wait to witness the incredible things you will achieve

Time to spread your wings, juniors! Fly high, laugh often, and embrace the incredible journey ahead Farewell!

Jaiswal Design & Digital creatives

Abhishek Rathee

Sankalp

Event Management & Operations Head

Event Management & Operations Head

As a student pursuing an MBA, I had the opportunity to gain valuable experience as the Design Head of the Interface (Marketing Committee). This role allowed me to collaborate with a team of talented individuals to develop and execute my skills for various events and initiatives. Working closely with the committee Throughout my journey, I developed skills in graphic design, content creation, and project management, all of which have proven invaluable in my professional life Overall, my MBA experience provided me with a well-rounded education and hands-on experience that has prepared me for success in the business world

Exhilarating, empowering and humbling are a few words that describe my journey. It's been an absolutely amazing experience and i will always remember and carry along the things i have learnt here for the rest of my life.

nnovative thinking and creativity is truly inspiring You challenged us all to think differently and to push aries in our own work Congratulations on your plishments so far and all the best for your future vors.

Fiza Gulati Event Head, The Pitchers

Sanket Dangra Design & Digital creatives

Anshul Sheikh Event Head, The Pitchers

FAREWELL, BATCH OF '23

e learned a lot during my tenure at Interface and the iences have helped me grow into a better person today d our best and it's time to pass on the torch to you guys!

e best for your future!!

asm you guys showed Wishing you all the best to take the committee to the next level So proud of y'all

uniors, as you embark on this journey, remember that a rollercoaster. Buckle up, scream if you need to, but he ride Goodbye and All the best!

Hari Kannan

Priyanka Nayak

Aditya Mulye

FCB-India

Comsttrat Head

MarkForum Head

InterResearch Head

Do whatever makes you happy, the days aren't coming back Work your mind towards the life you want to have.

Vipanchi Jain

Thank you for giving me a bunch of great memories and being the vibrant sparks that redefined the heights this committee can reach!!

One of the best experience I had in KJ, the events the people Interface truly allows you to build a marketing perspective of things in and around you

Prachi Agarwal

Yukta Jain

InterResearch Head

InterConnect Head

InterConnect Head

"The best marketing doesn't feel like marketing ” Tom

Fishburne, Founder & CEO, Marketoonist

Sakshi Goyal InterCompete Head

There are good ships and wood ships, ships that sail the sea, but the best ships are friendships, and may they always be

Working for the best committee, you have carried the interface legacy beautifully. Nevertheless, it's high time you prioritise final placements more than anything else though :))

Focus on your calm, instead of doing extra kaam in college

Anirudh Maria

Senior Member

Parth Agarwal Senior Member

Mahak Sonkar

Senior Member

Interface was a no brainer for me, as a marketing aspirant, I needed to get into the official marketing committee However, it wasn’t just about market that kept me indulged in the comings and goings of committee work, it was the opportunity to work in a challenging environment while being nurtured to achieve excellence I am glad and grateful to have been a part of this committee with an excellent group of peers and friends.

My journey at interface has been great The transition from handling events online to offline, to being there for each other, it was a fun ride and I hope the upcoming batches also have a good experience All the best!

Ghosh Senior Member Senior Member Senior Member

Interface has been an amazing learning curve for me. Working with various teams and brainstorming for the Marksman Editions was eye-opening and collaborative. Interface brought out the creative talents in all of us I had a really great experience here and wish the committee and the new team all the best for the future!

Nandita Mohta

Antarip Biswas

Rijul

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

August 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 month, the articles can be sent on any of the following topics:

Targeting Gen Z: Understanding and Engaging the Next Generation of Consumers

Hyperlocal Marketing: Reaching and Engaging with Local Audiences Marketing in a Post-Pandemic World

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: 22nd August, 2023

QUOTE DECK

I feel like in a world where we all try to figure out our place and our purpose here, your passions are one of your most obvious guides.

- Nick Woodman CEO, GoPro