From Team MARCOM Here’s to the new ones... As the next batch of bright eyed students enters the campus of DSE, MARCOM is here to welcome them with the latest edition of Brand.i. A marketer who is afraid of experimenting, of creativity and change, can hardly be expected to keep up with this field. So to mark the new beginnings at MIB, we could not think of a better theme for this edition than exploring the “Next in Marketing”. The articles featured in this issue cover not only the latest innovations ranging from QR codes, gamification to neuro-marketing but also simple yet significant concepts like sustainability and social media. Our article writing competition witnessed participants from prestigious institutions across the country and we would like to thank all of them. It was indeed a delight to read the amazing new ideas and a tough task to shortlist a few. MARCOM has put in tremendous efforts for this edition, especially the editorial team of Akash Dixit and Anjali Midha. The credit for the cover design goes to Akhilesh Gupta and Digvijay Jain from Sri Guru Gobind Singh College of Commerce, University of Delhi. I hope you all enjoy Brand.i and as one of the authors rightly suggests, it’s time to become Smarketers... Cheers to a new beginning... Ashita Sharma Convenor MARCOM Feedback, suggestions, complaints, appreciation and brickbats are welcome. Do write to us at marcom@mibdu.org.
Disclaimer: This magazine does not reflect the views and opinions of MARCOM, MIB or DSE – they belong to the fabulous individuals who contribute to it. The images, logos, photographs and other materials are used for non commercial purpose and are proprietary content of the owners.
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CONTENTS
July 2013 Issue
Articles Cover Story
Change is the only Constant. -Akash Dixit, Team MARCOM.
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Brand Voyage NETFLIX- The Next in Online Streaming 23
These babies sell themselves- Sumit Sinha, IIT Madras 6
Sustainability and Marketing Strategies- Sudarshan Choudhary, NITIE Mumbai 9
Brandvertising- Saptak Bose, Goa Institute of Management 12
Gamification- Ankit Agarwal, SIMS Pune 15
Neuromarketing- Divyanshu Kumar Singh, IIM Lucknow 18
Small Wonder Machines- Debabrata Nag, IIM Ahmedabad 24
Scan that thing: QR coded- Satyam Gaind, ISB Mohali 27
Marketing in Bollywood- Saheli Mukherji, NIRMA University Ahmedabad 30
Big Data- Prabhakaran V and Rajesh Kumar P, Pondicherry University 33
Calling the Smarketer- Tanushree Goyal, ISB Hyderabad 36 Unlearning Social Media- Loveleen
In Conversation With Mr. Kishore Chakraborti Vice President McCann Erickson India
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3
Kaur, GBO, SRCC 
38
There
is a whole new marketplace out there, dynamic and unrelenting. There is a brand new customer out there, sophisticated and well-equipped. There is high-intensity competition out there, fierce and quick. Markets collide and evolve. Customers demand and question. Brands fight and create. Interaction with all the forces of marketplace is the brand new way. And just when you think you know what has changed, everything changes again.
Akash Dixit 4
Team MARCOM
Change is the only Constant
Marketing has gone beyond the traditional “Production” and “Selling” concepts, when marketers used to concentrate only on high production and aggressive selling. Instead of product-centered “make-and-sell” philosophy, businesses are shifting to a customer-centered “sense-and-respond” technique. The new “Marketing Concept” asks brands not to find the right customers for their products but find the right products for their customers. The next in marketing will have most of the interruptive marketing techniques abandoned. Marketing will become more personalized, customized and adapted.
The
hustle-bustle, of the city of Mumbai, finds its way to some of the busiest malls the city has to offer. At one of these busy malls in the suburbs of Mumbai a huge display kiosk has been set up right in the centre of the mall with signboards all around proclaiming that the items on display were for free. “THE FREE STORE”. The items ranged from a bowl to a plate or a clock. Visitors tried picking the items. But the audience realized that they were unable to lift any of those items. What caught their attention instead was The 4Ps of marketing remain intact in their that the huge “Free” signboard had turned technicalities, but their execution over the into the brand logo with the tagline time has changed significantly. It is no ‘Fevicol ka jot hai’. The audiences could longer sufficient to produce a fine Product not help but smile for they got tricked by at the right Place. It is no longer enough to the brand’s mall activation programme. Promote a reasonable Price offering. Fevicol wanted to reinforce their position Marketing needs to get a more as India's most reliable comprehensive meaning, glue so through Ogilvy & “It is no longer enough to satisfy your it needs to get more Mather India they customer. You must delight them.” engaging. The next in created the Free Store Philip Kotler 4Ps would be: Purpose, in one of Mumbai's many Plan, Passion and malls. With beautiful Provide. Companies wooden bowls, photoneed to have a clear sense of Purpose, frames and clocks on display and all for much before the launch of their products, free, this was a challenge virtually no one to give their brands the right to interact could resist engaging with; and consumer with customers. At the same time the masses got a first-hand experience of company needs to Plan its execution well Fevicol's brand promise ("The Ultimate enough to build and maintain a long lasting Bond") when they tried to pick up the relationship with its customer. Marketing items. needs to be driven by Passion. Moreover, There is a whole new marketplace out now that there are so many ways to reach there, dynamic and unrelenting. There is a customers in today’s world, marketers brand new customer out there, have more and more opportunities to sophisticated and well-equipped. There is create campaigns that leverage different high-intensity competition out there, mediums. The greatest marketing fierce and quick. Markets collide and campaigns are those that are memorable. evolve. Customers demand and question. They are the ones that resonate with the Brands fight and create. Interaction with audience. Vodafone’s Zoo-zoo campaign all the forces of marketplace is the brand proved to be one of the new way. And just when you think you most successful know what has changed, everything campaigns in terms of changes again. engaging audiences and catching their attention.
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However, in a flurry of innovations, the companies should not forget to provide an offering which is useful. A Brand should be able to deliver value and utility. The marketplace is rapidly evolving. Only the smartest of the marketers will be able to catch up with the fast pace of the changing marketplaces. We are being introduced to some of the most novel of concepts in the field of marketing. Advertisements no longer just stare at you but they talk to you. With concepts like “Crowd-sourced advertising”, people actually get to create and contribute to ad campaigns. A plethora of “guerilla marketing” campaigns have been thrown at us, and each more outstandingly creative than the other.
Coca-Cola converted vending machines into live communication portals, when it placed specially designed vending machines which were equipped with full-length webcams that allowed participants to see each other and interact in real time. This was a part of its “Sharing Happiness” campaign. When Charlie found the golden ticket and took the tour of Willy Wonka’s chocolate factory, he was amazed and dumbstruck to see the ambitions which Willy Wonka had to offer. The Willy Wonkas of marketing are giving out golden tickets to their target audience, inviting them to experience and feel their brands. Flash mobs, live billboards, interactive outdoors, smart print ads, innovative television promotions, digital media and Twitter/Facebook interactions, all of them are going through a revolutionary phase. And there are many more mind-boggling innovatives and spectacular creatives which are all lined up, many more boundaries which have to be stretched, many more rules which have to be challenged and many more ideas whose time has to come.
And it’s not only products and brands that are getting advertised and re-packaged; there are services, movies, books, social causes, political campaigns, ideas and even countries which have to be marketed well. We all remember the innovative ads which were launched for promoting Madhya Pradesh tourism. Amitabh Bachchan was made the brand ambassador of Gujrat Tourism. Far away in USA, President Barack Obama’s “Yes WE Can” campaign was promoted through television and digital media. Seeing the abysmal rate of infant mortality in India and injustice given out to girls, the British advertising agency BBH’s India division launched its “The Girl Gift Basket” campaign to celebrate birth of a girl, in which they presented the mother of a newly born girl with gifts and promoted the message of raising a girl in the family.
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These Babies sell themselves People buy Ferrari because they are passionate about the car, the technology, the speed and most of all, the Ferrari as a brand. The only promotion activity Ferrari enjoys is ‘word of mouth’.
Sumit Sinha
7
Department of Management Studies, IIT Madras
distinguished that consumers are crazy about them.
Is advertisement, the trump card for the Indian giant firms to communicate their brand? Rather, can there be a way to communicate a product or service without advertisement? This article will discuss this unorthodox marketing strategy along with its implementation so that we could try and find out, “Is there any way that could help reducing the advertisement expenses from the company’s income statement?”
Let’s come to India. Nalli Silk Sarees is a $100 million Chennai based Sari retail chain. According to Lavanya Nalli (LiveMint, Aug 26, 2011) Brand Nalli, which is an 84-year-old legacy, is growing at a rate of 12%; more than the market average. Yet they have never actively spent any penny on the brand promotion. No advertisements, no sales promotion no events or PR. Lavanya, a HBS graduate still feels that there is huge amount of demand from Indian market, which they need to satisfy in order to grow the business. If a businessman (businesswomen in this case) is getting drift of such voluminous demands, then spending on ads is like burning money. Shahnaz Herbal Inc., a 30-year-old beauty brand has not spent anything in advertisements either. In an interview done with IndiaAfrica Connect, Shahnaz Hussain said, “I specialize in Chemicals, not advertising at all”. She also quoted,
Think of a brand, a giant from Italy, famous for its cutting-edge automotive engineering and photonic speed of its product. Ring any bells? Ok, what if I say ‘tangy red’? Yeah! It’s Ferrari! Ferrari has set up a huge empire, a huge name all without any glossy advertisements, flashy outdoors and even without any vanity fairs. People buy Ferrari because they are passionate about the car, the technology, the speed and most of all, the Ferrari as a brand. The only promotion activity Ferrari enjoys is ‘word of mouth’, and this base is growing wider on social media. In an article by Terry O’Reilly, he poses a question,
“If the Americans and the British say it's amazing, this in itself is the biggest publicity for the product”.
“How does the management in Ferrari measure the effectiveness of this unorthodox strategy?”
What does the above two cases infer? Looking at the positioning, it can be concluded that these brands have made themselves so strong and their product so special, that the customers are attracted by the product’s technical & functional quality itself.
The answer is simple, “They sell every car they make!” Other examples at a global front include Costco, The Body Shop, Ben & Jerry’s, Zappos etc. These are few brands that have not spent significant money on advertising. They have made their brand so popular, their product so
Let us try to plot the above-mentioned brands in the following Credibility Visibility chart (CVC):
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Product Development (NPD) phase itself. The reason is, that adding value to the product in the later product life cycle stages can prove costly.
So it can be concluded that focusing on the correct placement of the brand in the CVC can help it grow and make a good impression in customer’s mind. The main advantage of this approach is that all the efforts and expenditure on the marketing activities can be easily tracked and further changes can be done in the strategy to get the desired results. We all know the loyalty is not made on the basis of cool TVC’s or hilarious print ads, but it is as a result of the high quality.
All the above-mentioned companies have placed themselves at the top right quadrant of the chart. This shows that their credibility as well as visibility is extremely high which gives an unparalleled positioning of the brand in the consumer’s minds. So, firm’s entire plans for an unconventional strategy of communication should focus on bringing the brand from unknown or undiscovered state to the unparalleled state. Please note, here the visibility does not stand for the communication of the brand, but it’s a mere notion to expose the brand more to the consumer. But the question now arises is, how? Well, increasing the credibility of the product is not something what firms can’t control. The motive is to give a high value package to the customer that could do the following tasks.
And loyalty is what modern businesses crave for, right? Imagine, if all the firms start working like this, then what will happen to the 4000 year old legacy of advertising?
1. Distinguish: A good positioning says it all. Brands are not expected to communicate the positioning. A product must be designed in such a manner that a customer should be able to locate the product in a specific space in their minds, far ahead of their competitors. 2. Price exclusivity: Offering more value in the product on same or less price than the competitor gives an extra edge to your brand over others. This way the brand can be further distinguished on the basis of price exclusivity. It is advisable that the strategies, briefed above should be deployed at the New
“Well, that’s worth a thought!”
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Sustainability and Marketing strategies In the present marketing world consumers are conscious about their shopping choice and prefer sustainable and green products.
Sudarshan Choudhary NITIE Mumbai 10
“The future belongs to those who understand that doing more with less is compassionate, prosperous and enduring and thus more intelligent, even competitive” – Paul Hawken
Sustainability is a major concern for marketers in the 21st century since marketing strategies and activities are inextricably linked to the future of the natural environment that sustains all life. The scope of sustainability is broad, and companies are being held responsible for issues such as reducing consumption of scarce resources, not harming the natural environment, ensuring sustainable supply chain management, reducing climate change, sensing consumer concerns about sustainability, increasing global economic stability through sustainability, and proactively managing business processes to protect the natural environment.
desired by consumers, firms can use them as bases for marketing strategy if they can adopt them differentially and defensibly. HSBC is engaged in a multipronged environmental effort, including lobbying to regulators and government agencies, a green investing partnership with high profile NGOs, another partnership for conducting research into climate change, opportunities for employees to engage in research for these partnerships, retro fitting of branch offices, and developing and promotin g green products, such as paperless checking, with some proceeds going to environ mentrelated charities. (GreenBi z, 2007)
In present marketing world consumers are conscious about their shopping choice and prefer sustainable or green products. According to a recent study mainstream consumers have shown an interest in environmentally friendly products and are suggesting the manufacturers and retailers follow suit with more of these products. The underlying question is “How can firms achieve competitive advantage by use of sustainable business practice as marketing strategy?” the answer is very simple i.e. To the extent that sustainable practices are
A recent survey of leading MNC’s showed the most common efforts in sustainability targeted lower energy use, reduced solid waste generation, and reduced air pollution (ClimateBiz, 2007). Because the market is vigilant in examining sustainability for example PepsiCo, HCCB, Asian paints, Glen mark etc.
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The fundamentals of segmentation, targeting and positioning don’t go out the window when sustainability walks through the door. Sustainability can be integrated to marketing strategies in a very simple way by simply following the basics of business which is to refocus on the target audience because the target for sustainable product development should not be some other group of conscious or green consumer but the loyal customers of your product. They are the one who buy and associate themselves with your product.
Ariel laundry detergent started Its Turn to 30° campaign promised that even at low temperature, “With Ariel, you still get outstanding results.” Thus, the brand strengthened its positioning while encouraging an environmentally friendly change in consumer behavior. In a nutshell it can be said that Sustainability marketing is about delivering good value to customers and ensuring that the brand remains viable over time. Marketers have the power to create a more sustainable economy through their influence on product development and purchasing decisions. It’s high time to follow these well-honed tools and fundamentals of marketing in to the sustainability business.
Nike has targeted its recycled and waterless dyed apparels to athletes and sports oriented people instead of targeting a different group and it has been a huge success. Toyota created a brand synonymous with dependability and durability. The success of the Toyota Prius hybrid car was certainly because of its long-held attributes alongside innovation and eco- friendliness. One other vital rule is that the aim shouldn’t be to improve brand’s reputation or build consumer trust but to reinforce what you stand for in the minds of target audience.
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Brandvertising
Dsd
“In the modern world of business, it is useless to be creative and original unless you can also sell what you create.�- David Ogilvy
Saptak Bose 13
Goa Institute of Management
“I don’t know the rules of grammar. If you’re persuading people to do something or buy something, it seems to me that you should use their language”
Fundamentally the essence of the Next
Fanta’s global campaign set out to bring
level of Marketing is that conventional
more play to teenagers’ lives in 190
advertising techniques cannot be used to
markets, with the line “More Fanta. Less
garner massive popularity these days. With
Serious.”
the advent and booming success of social media marketing, branding techniques need to be modified and tailored according to the need of the hour. Organizations do realize it by and large and thus they are resorting to Ad campaigns and marketing techniques that are tangibly more effective in today’s rapidly changing market.
To maximize exposure to this message on Facebook, O&M discovered that they
Coca-Cola is one such company to soon
needed to translate play activity into higher
realize the growing importance of social
engagement with brand posts. With the
media and its effect on the present market
introduction of Timeline, they went beyond
conditions. It employed its Advertising
boring corporate history and saw the
partner, Ogilvy & Mather in New York to
chance
to
play
a
game.
create a buzz for its brand, Fanta on the social media in order to increase its active
Based on brand and market understanding,
fan base and further build on its brand
Fanta needed to drive up engagement on
engagement. O&M had had no brief as to
the posts with their existing fans, rather
what they were supposed to do to create
than focusing on recruiting passive fans. So
the buzz, but had to put their creative
O&M on behalf of Fanta launched 'Lost in
neurons and reserves of intellect together
Time', a game that flung the four Fanta
to produce magic.
characters out of the cover photo and into the past. 14
Fans were challenged to solve clues to
They called it “Smoking Kid” and it was
deduce which year the characters were lost
regarded as “the best anti-smoking ad
in, find the photo in Timeline, and like it.
ever.”
Once the number of Likes matched the year
walking up to adult smokers and asking
they were hidden in, the characters were
them for a light. Adults were taken aback in
restored to the cover photo.
this act and took every opportunity to
This
campaign
filmed
children
remind the children how smoking was “Lost in Time” was launched on February
harmful and rattled off the health hazards.
29, 2012. Within two months, post-level
The children replied, “If it’s so bad then why
engagement drove up by 114% over the
are
previous period featuring
smoking?” by
before handing
the
them an anti-
Timeline
smoking leaflet.
design
and
content.
This
And
magic
it
was, for what
campaign
was created had
generated
zapped
over 45 million organic
you
the
client and their
and
sensations
viral Page impressions in two months while
altogether.
featuring its Timeline design and content. That’s about equivalent to the entire
Innovative ad campaigns like these have
population of Spain! A by-product of the
proven to be impactful and helped garner
campaign: Fanta’s fan base grew by more
extreme
than 11%, or an additional 287,000 fans, in
importantly such innovation and creativity
just two months.
in marketing architecture must boost sales
brand
popularity.
More
as David Ogilvy says, “In the modern world Another
off
beat
Ad
campaign
was
of business, it is useless to be creative and
employed by the Thai Health Promotion
original unless you can also sell what you
Foundation and executed by Ogilvy &
create.”
Mather, Bangkok.
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Ankit Agarwal SIMS Pune 16
Gamification
involves
applying
The basic thing is that when you offer
game
rewards for user actions, consumers are design thinking to non-game applications to
more likely to engage with a brand — that
make them more fun and engaging.
is, visit the site more often, register, linger
Among all the sources of entertainment
and invite friends. Games can “activate
gaming has the maximum impact on its
communities, build trust and loyalty in a
users across age and groups because it has
company and its products, communicate
the maximum user engagement and can
progress
enable multiple level of engagement (from
demonstrate status and rank.”
basic digress to starter to a professional
and level
of expertise,
and
How brands like Pepsi & Vodafone are using Gamification & Social Media for Marketing..
embellishment for a serious pro. The objective is to improve the overall quality of the outcome of the consumption and increase consumer welfare.
It has
PEPSI IPL Tweet 20 Campaign
been called one of the most important trends in technology by several industry expert. Gamification can potentially be applied
to
any
industry
and
almost
anything to create fun and engaging experiences, converting users into players.
Gamification to arouse the Marketer in you
During IPL Pepsi launched a Tweet20 tournament on Twitter – a twitter API-
For marketers, “gamification” is about
based Application, which allowed people to
integrating game mechanics into marketing
play cricket on twitter. Here Pepsi India
activities to make them more fun to drive engagement cultivating
and desired
participation behaviours
handled tweets of a particular type of ball
by
(for example, short pitched bouncer on the
through
middle stump) and users had to reply with
incentives and rewards.
what they think is the most appropriate increasingly
shot for the ball. Tweeting the correct
aware, game play is now evolving into a
shots fetched runs and the wrong shots
gamification movement–a significant trend
cost wickets.
Marketers
are
becoming
that is altering the way businesses interact with customers. 17
Some of the other marketing campaigns launched by the Pepsi India which had a
Fan Cam/Photo by Vodafone
mix of Gamification and Social Media were Pepsi IPL VIP Box Race And Pepsi IPL the Great Indian Catch Contest. Vodafone Super Fans Campaign Vodafone also came up with Super Fans Campaign
to
give
‘money-can’t
buy’
experience. The new zoo zoo army was targeting
first
time
users
of
mobile
After the Vodafone Super fan initiative
internet and sensitize them on what all
launched in April 2013, the company took
they can do on the internet.
the IPL theme forward with its new application
based
on
augmented
reality “The Vodafone Fan Cam/Photo” as a part of their ongoing IPL 6 campaign. Interactivity, personalization and putting a human face on the digital experience was at
the
core
of
the
Vodafone
Fan
Cam/Photo campaign.
Vodafone was also running the Super Fan campaign on social media in the which the
These are some of the fantastic ideas
company was giving 76 Vodafone Super
coupled with brilliant execution that has
Fans a money can’t buy experience where
successfully managed to bring the game of
they would be picked up from home in a
cricket in the digital world. Not only they
luxury car, flown to the match in style, sit
are highly engaging, but also has taken
in the hospitality box,
gamification
get
goodies
and
get
a
match
altogether.
ball
autographed by the winning captain on live television.
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to
a
whole
new
level
Neuro-Marketing How do we decide to buy a certain item? What activity influences us in making a buying Neuromarketing decision? Among the plethora of options running in the mind, there is one neuronal activity which runs superior to all and hence pressurizes our mind to buy the item related to that is primarily used activity. Brain maps such signals and body acts accordingly. All this subconscious, nonconscious, cognitive, affective response to market stimuli lies under the domain of buzzword nowadays to Neuromarketing which refers to understanding of the brain subconscious activity with respect outside market stimuli. Many large scale companies such as HUL, P&G, Pepsi, Frito-Lay are bettertoconstantly understand trying to read the consumers mind via neuro marketing techniques during advertising orwants launch of a product. consumers’ Roots of Neuromarketing and needs and Neuromarketing has its origin in the late 1990s in the labs of Harvard University where group of point psychologists consumers were trying to understand the major thinking part of brain activity including pains in the subconscious level of brain activity that goes below the level of in theemotions, right controlled awareness. In the process, they define the basic unit of brain activity as “meme”. Meme refers to unit of historical information store in the brain. The word “Neuromarketing” direction. was coined later by Ale Smidts in 2002.
Neuromarketing- Altering the marketing minds Neuromarketing finds its importance in revealing the taste of the consumers as per their gender composition, emotional connect, brand importance. Neuromarketing is primarily used nowadays to better understand consumers’ wants and needs and point consumers in the right direction towards right fit by tapping the ‘pleasure centre’ of the consumers and then using marketing science tactics for any product launch.
Divyanshu Kumar Singh IIM Lucknow
Recent trends in Neuromarketing Packaging and Marketing Messages Creating marketing messages to tune accordingly to the mind of customer perception towards product is achieved through Neuromarketing techniques of electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) which describes the change in neuronal activity of brain after going through the details of product or the way product is launched in the consumer market.
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Neuromarketing is primarily used nowadays to better understand consumers’ wants and needs and point consumers in the right direction towards right fit by tapping the ‘pleasure centre’ of the consumers and then using marketing science tactics for any product launch.
How do we decide to buy a certain item? What activity influences us in making a buying decision? Among the plethora of options running in the mind, there is one neuronal activity which runs superior to all and hence pressurizes our mind to buy the item related to that activity. Brain maps such signals and body acts accordingly. All this subconscious, non-conscious, cognitive, affective response to market stimuli lies under the domain of buzzword Neuromarketing which refers to understanding of the brain subconscious activity with respect to outside market stimuli. Many large scale companies such as HUL, P&G, Pepsi, Frito-Lay are constantly trying to read the consumers mind via neuro marketing techniques during advertising or launch of a product.
Recent trends in Neuromarketing Packaging and Marketing Messages Creating marketing messages to tune accordingly to the mind of customer perception towards product is achieved through Neuromarketing techniques of electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) which describes the change in neuronal activity of brain after going through the details of product or the way product is launched in the consumer market.
Roots of Neuromarketing Neuromarketing has its origin in the late 1990s in the labs of Harvard University where group of psychologists were trying to understand the major thinking part of brain activity including emotions, pains in the subconscious level of brain activity that goes below the level of controlled awareness. In the process, they define the basic unit of brain activity as “meme”. Meme refers to unit of historical information store in the brain. The word “Neuromarketing” was coined later by Ale Smidts in 2002.
Neuromarketingmarketing minds
Altering
Societal Relevance
Neuromarketing provide an object oriented research methodology to track the problem and then looking for solution on the basis of evidence collected. Such decisions in use of Neuromarketing techniques would be beneficial in public policy decisions related to health and society well being.
the
Neuromarketing finds its importance in revealing the taste of the consumers as per their gender composition, emotional connect, brand importance.
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Tourism Sector Motivational world of travel agency and package tourists rapidly uses psychology and neuromarketing methods to attract customers during tourism period, holiday, vacations and during festive seasons. The package tourism and travel agency track the tourist mind in each season and comes up with various lucrative schemes for homes or stay deals during vacation, food, meals and full day tourist package by offering several incentives to earn revenue.
Brand equity and management
Conclusion
Neuromarketing techniques have been deployed in pilot testing where group of consumers from local regions are assembled and they are required to specify the characteristics of range of products without letting them knowing the product name.
Neuromarketing certainly impels the human mind towards marketing stimulus in terms of buying, taking decisions, brand perception and will surely be driving the future consumer behaviour and attitudes. Such brain response towards certain mood, personality would surely be helpful for future marketers in better marketing research and neuromarketing would be fruitful for companies to create an impact in the mind of consumers.
Green Ecosystem Emphasis has been given to adopt techniques to change the psychology of consumers towards use of materials which harm our ecosystem such as poly bags, plastic materials, use of petrol diesel run vehicles, infra wave emission mobile technology and others non bio-degradable materials.
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In Conversation With Mr. Kishore Chakraborti Vice President McCann Erickson India
“A successful marketer always has an honest intension to empower his customer.”
Where did you begin your career from? I started my career as a Bengali translator of English ads in a small Calcutta based advertising agency and later became a Bengali copy writer. What is the biggest challenge you have faced till now in your profession? To arrive at one’s own point of view. I am very dumb when I am asked to follow a laid out path. I am comfortable in my own designed path. The most difficult challenge and also thrill are to navigate your own path when there is none. Do you think a formal degree in “Management “help make good managers? It should help if the person uses his learning as basic grammar of marketing but only that much;
the success story still has to be written by him.
By knowing the rules one
understand when to break, upgrade and change the rules. Personally, how brand conscious are you?
Your favourite tag-line/slogan –
There are very few things in which I am brand conscious …I am more value conscious. When the brand sits in the centre of this value system I go for the brand otherwise price and availability decide the fate of purchase.
Again choice is very wide. Here are a few; starting with “Ting Ting Ti Ting” of Britannia- you need no words, sound is enough. P&G preOlympic campaign – Tribute to Mother the most difficult role in the world. Dove – when did you start believing that you are not beautiful?
Given the enormous number of advertisements and brands that a consumer is exposed to, what does it take for a brand to stand out?
Warmth and sympathy 22
Your favourite ad-campaign?
There
are many. One is
Cadbury. I like Cadbury campaigns, from Taste of Life to “Kuchh Mitha Ho Jae” to “Mithe Me Kya Hai” – a wonderful journey of a brand liberating itself from its restricted space of condiment, eaten on occasions, to the bigger space of “Mitha” in life.
Is it inevitable to be in selling before being a successful marketer? How has your experience been? A successful marketer always has an honest intension to empower his customer, and value -add his life. If consumer sees value he will pay for it, one does not have to sell it. Which is your most treasured purchase? My first 650 Sq.ft. flat in Calcutta. I spent hours with my wife every Sunday decorating & filling up empty spaces with content of our imagination while it was in the process of construction. That flat is no longer with me now. Given a million bucks, how would you like to spend it? A few years back I would have, as per my usual cultural tendencies, would have saved it for future. Today I probably will spend in travelling and visiting places. What helps you unwind at the end of a hectic day? Good books, good music,& a good companion who shares my passion
What quality do you think is indispensable for future marketing managers?
What do you like the most about your job?
Curiosity, Passion and Courage
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Brand Voyage Introducing in this issue, we have the Brand Voyage section. This will take you through the journeys which different brands have taken to reach to the top. Their founders, the initial stages, logos, takeovers, ad campaigns and many other stories will be shared. Keeping up with the theme of this issue, the brand we share here is Netflix: the Next in online streaming.
Netflix pioneered the "ship to your home" DVD rental business back in 1997. This helped eliminate the need for brick-and-mortar stores. But Netflix did not remain fixated on competing for DVD rentals and sales - on "protecting its core" business. Looking into the future, the organization could see that digital movie rentals are destined to be dramatically greater than physical DVDs. Without abandoning its traditional business, Netflix calmly moved forward with its digital download business, which is cheaper than the traditional business, but would “cannibalize” its own DVD sales and make the traditional business completely obsolete.
Industry: Video Rental and Online Streaming Founded: 1997 Key People: Reed Hastings, CEO.
People are abandoning traditional viewing for 100% entertainment selection by download. Modern televisions are computer monitors, capable of immediately viewing downloaded movies. The growth of movie (and other video) watching is going to keep exploding - just as the volume of videos on YouTube has exploded. But it will be via new distribution. And nobody today appears close to having the future scenarios, delivery capability and solutions of Netflix. Netflix is making another transition by shifting its focus from films from TV shows. The streaming service holds the viewing of the TV series “House of Cards”. It has also gained acquisition of “Arrested Development”: Season 4. TV series now account for more than half of all Netflix viewing. Moreover, Netflix offers TV series in one gulp. Instead of releasing its series in one episode per week, like HBO, it releases the, in their entirety at once. Without standard episode-ending cliffhangers, House of Cards seems like one really long movie. Netflix’s biggest challenge is now to get more streaming content to make the service better, while preserving its value. Part of that means it needs to convince studios to stream more of their best content through Netflix. (Some of that content is still only available on a plastic disc.) That’s why Netflix is so adamant to separate itself from the DVD business and speed up streaming adoption for studios and consumers. -
Akash Dixit 24
A first ever tool that
Small
integrates interactive communication technology, cross border sentiments and the theme of global happiness in a seamless manner.
Wonder Machines
Debabrata Nag IIM Ahmedabad
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There is more of an insight than what directly meets to the eye. The low risky social interactions that the vending machines provide are an example of classic conflict resolution tactics which are sometimes termed as “track II diplomacy”.
This time the aerated drink giant has hit the hammer just when the iron was red hot. With India Pakistan sentiments hitting all time low after the 26/11 Mumbai attacks, it was the right time to innovate towards unification of the blurred boundaries of human brotherhood. The organization has undoubtedly taken its long term commitment to the “spreading happiness” strategy to a different level this time with the tagline of “Open Happiness”.
The Business Sense? Presently, Coke has a market share of around 30% in Pakistan and comes at a second position in the country’s beverage industry which is lead by PepsiCo. According to a Pakistan Tribune report, Coke had spent $172 million in last year and plans to invest another $248 million in the next two years in order to establish its position. Thus, the campaign fits perfectly in Coke’s strategic ambition towards business expansion in the country.
What is it? The Small Wonder Machines are Coca Cola vending machines fitted with webcams that allow people from India and Pakistan to communicate via video conferencing mode while purchasing Coke cans. On the front of each machine, there is a huge touch activated 3D screen that provides a uniquely differentiated level of interactive purchase experience. The three minute advertisement video definitely aims to bring back the brotherhood sentiment among the two fiercely fighting nations by emphasizing upon the fact that “we are the same” and “we become happy, similarly”. It also emphasizes on the aspect of “togetherness in humanity” towards achieving a sustainable future.
Why is it the NEXT big thing? The campaign uses technology to reinforce experiential communication to its end users perfectly. At the same time, it provides the consumers “communal experience” and aims to build the image of the organization as a player aiming for global peace and harmony. This is the first ever such tool that integrates interactive communication technology, cross border sentiments and the theme of
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global happiness in a seamless manner. It sets a benchmark at the foundation of cross border experiential communication which can be followed by many other business conglomerates in near future in order to tap the hidden potential within the concept.
This campaign indeed juxtaposes the aspects of social reinforcement along with latent communication for happiness in a way that is first of its kind. It opens the doors of the human mind towards overcoming political and geographical barriers in a sustainable way that can be replicated across many other nations in Middle-East, Europe and Korean landmasses across the world. The replication of such campaigns across continents has the potential to create a positive social and business impact in times to come. I believe that the start of such a revolution has been built on strong fundamentals.
Aiming Sustainability? This crystallized form of innovation aims at developing the social base of its business by focusing on key issues faced by the “secular� nature of human race. The campaign widens the reach of today’s marketing efforts in order to create a social currency for the organization that would improve the visibility of the conglomerate and reinforce its long term sustainability objective.
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Scan That Thing: QR Coded From theFrom San Diego the San Diego based restaurant ‘Harney Sushi’ serving edible QR code garnishing on Sushi to the retail giant TESCO operating virtual stores in Korea based restaurant ‘Harney Sushi’ serving edible QR code garnishing on Sushi to the retail giant TESCO operating virtual stores in Korea, QR Codes are the next big thing.
Satyam Gaind ISB Mohali 28
“Imagine a greeting or a business card saying a thousand words for you. Quite Literally!”
“Imagine your resume talking for you to your recruiter even before you are shortlisted!”
Imagine if you could do all this almost for free! Welcome to the NEXT big thing in marketing. A concept that came with a bang, lost momentum but can return with a potential to take the marketing world by storm – Welcome to the world of QR Coding.
The Present However, those are things of the past. The marketers have identified the flaw and are using QR codes to innovate, articulate and stream what humans want to convey. The potential is immense as the code is not just a tool for marketers but an opportunity for everyone – businesses and individuals. The smart-phone penetration in the current world is about 20% out of which 84% use their phones to browse the internet. The QR code program, if marketed well, is supported by adequate infrastructure globally with platforms such as 4G, 3G and 2G.
The Past QR codes are a unique type of barcode designed to be scanned using the cameras on mobile phones. Rather than typing a URL into the phone, a user can simply scan a QR code and the phone will automatically perform an action such as opening a web page or playing a video. QR codes are a simple means which can help the business or an individual give a detailed account of the product (or express feelings) through a simple scan of black and white lines in a square box. The QR mania hit the market in 1994 when one of Toyota’s units developed it to track automobiles manufactured by them.However, they failed outside the plant drastically because of some basic marketing blunders:
The code led to a website which was not modified for a rich mobile phone viewing experience The code was placed in areas where there was no mobile connectivity such as subways The customers were not incentivized enough to scan the code There were no pre-loaded QR scanner apps on mobile phones
But there has to be something that is filling this gap currently! Yes, there are barcodes – the zebra stripes behind every box. However, those are passé because a QR can not only be read in 360 degrees, but also stores hundred times more information in less than ten times the space!
The code was placed on billboards/ road signs where there was no foot-fall. Can a speeding car scan the code or for that matter even spot it?
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The Future
Imagine a company linking the QR code to an interactive video that gives the customer a direct link to user testimonials or a demo of the product; imagine your LinkedIn profile on a business card or your passport holding a record for the government to access where all have you been in the past or how many visas do you hold. Just imagine! Because that is all that is going to take the market in the coming decade by storm!
Explored in fragments! It is all up to how crazy and creative one can think. From the San Diego based restaurant ‘Harney Sushi’ serving edible QR code garnishing on Sushi to the retail giant TESCO operating virtual stores in Korea to boost sales to QR code payments being deployed by Komerční banka in the Czech Republic, the potential is unbound.
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Marketing in Bollywood Films need to generate a buzz even before they are released in the theatres. Brand placements have become an integral part of bollywood movies.
sadsa
Saheli Mukherji
31
NIRMA University, Ahmedabad
Bollywood movies. Coca-Cola played a
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prominent role in scripts. In Taal (1991, is
stable.
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needs
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the case in Bollywood film marketing.
make with its target audience. Kai Po
become an integral part of bollywood
tool
to
confidence of the customers. Similar is
buzz even before it has released in
communication
needs
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industry. The film needs to generate
.Brand
marketer
marketer cannot deliver the value as
needed for getting success in Bollywood
movies
marketing
successful in the long run. If the
billboards,
‘word of mouth’ recommendation is
Brand
product
same values then only the product get
electronic media (TV), and Print. The
theatres.
In
product the customer experiences the
promotions were only limited to buy advertising
audience.
communicate to the
Bollywood
Phalke’s first silent feature film. Gone the
their
properly
can be traced to 1913 with Dadasaheb
were
and
positioned
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mind. of
producers
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need
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‘Loves’),
branded,
marketing strategies to create
in
movies are products that need to be
products
also
and
have realized that
and services Bollywood flims
Coke
Bollywood
filmmakers
marketing campaign may generate value
of
verbal mentions of Coca-Cola became
measured in terms of monetary value. spent
bottle
Mohabbatein (2001,
customers. Success also cannot be
Money
a
Che: What does Kai Po Che mean? The Gujarati title could have been a barrier to connect with the audience.
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But the makers of the film smartly used
master innovator in film marketing. We
it to their advantage. The phrase
saw ‘Ghajini’ style haircut parlors in
trended on twitter for one full day
auditoriums screening the film and
asking people its meaning. There were
ushers sporting the “Ghajini” look to
funny replies all of which got retweets.
help seat cine-goers.
The
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l
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d
an
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his
om
huge base of
where
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the
used
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film’s merchandise was put on sale.
from films. Some of them were ‘Is it
The trendy collection on the website
okay to date friend’s sister?’The film
offered a mix of funky, casual and
makers thus have properly set the
sporty clothes, similar to those worn by
strategies
the star cast
to
connect
with
the
in
the
film. Every
customers. In Bollywood films also
Bollywood film has standard of phases
markers need to establish the rule of
in which all marketing content is
STP
Positioning,
released. Thus marketing in Bollywood
appropriate
nowadays starts with all major releases
customers.
chalking out a whole marketing plan
(i.e
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to to
deliver
the
Producers
are
material
around
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developing regional
publicity
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tastes.
includes
activations,
integrations, and events to promote
Segmentation can be seen in Mani
the movie before 'The Friday '.
Ratnam’s ‘Raavan’, which was shot and released together in Hindi & Tamil and as ‘Ravanan’ in the Telugu-dubbed version. Aamir Khan has emerged as a
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BIG DATA Rajesh Kumar P & Prabakaran V Department of Management Studies, Pondicherry University
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opportunity to find insights in new and emerging types of data and content, to make businesses more agile, and to answer questions that were previously considered beyond our reach. Big data varies in terms of volume, velocity, and variety.
The Internet is growing so unprecedentedly that Information systems no longer just support systems in the middle of a business. The Internet combined with many revolutionary innovations like cloud computing, mobile devices, social media have made the greater portions of our lives and businesses inside the data center. Millions of networked sensors are being embedded in devices such as mobile phones, laptops, automobiles and industrial machines that sense, create and communicate data. Also, when companies
Volume - Data generated in large volumes – on the order of terabytes or exabytes of data (starts with 1 and has 18 zeros after it, or 1 million terabytes) per individual data set. Velocity - Data generated with high velocity
and organizations interact with individuals, they are generating a tremendous amount of digital data. As a result, we are flooded with data today. The generated data contains vast and varied flows of information. Businesses, in order to sustain to the changing world, are discovering strategic use of such large databases. A new era of Big Data is emerging and its implications for business, government, democracy and culture are enormous.
– it is collected at frequent intervals. For time-sensitive processes in enterprise, it drives an ever greater need to deal with the collection of data in near-real time. Variety - The data flows can be highly variable - structured and unstructured data such as text, sensor data, audio, video, click streams, log files and more. But there is a distinction between "big data" and regular old "large data." A financial manager with thousands of client invoices and statements on file might classify this data as big data, but it is just large data.
Big data is a term used to describe large sets of data, which comes in many shapes and sizes. This data may be of structured or unstructured in nature. Big data is more than simply a matter of size; it is an
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Log files from social media sites such as LinkedIn, Facebook, FourSquare and etc. are definitely considered as big data. One of the most important distinctions between big data and large data is the speed at which the data must be captured and available for analysis.
business. Much of the marketing decisions in the past were based on consumer psychology, which is still very important. But with the advancement and rapidness in the data-collection and data-processing, understanding the consumer has become much more data driven. A credit card company is the best example which continuously examines vast quantities of census, financial and personal information to try to detect fraud and identify consumer purchasing trends.
There are two common sources of data coming under Big Data. First, the amount of data obtained within the organization which includes emails, blogs, adobe PDF documents, mainframe logs, sensor data that track parts and machinery (machinery data), business process events could generate product IDs, prices, payment information, manufacturer, distributor data (transactional data) and any other structured and unstructured data. The second source of data is gathered outside the organization – social media sites (social data), competitor’s product literature, hints from third parties and customer complaints posted on regulatory sites.
The ability to manage, optimize and using the data intelligently becomes a very critical and important component of marketing. The businesses that can take advantage of Big Data will prosper and win in today’s hyper-competitive, social-driven and mobile-accessed economy.
Big Data analytics is process of analyzing the large amount of structured and unstructured data to find hidden patterns, unknown correlations and other useful information with software tools of higher technologies which forms core of an open source software framework that supports the processing of large data sets across clustered systems, results in business benefits such as effective marketing and increased revenue. The sophistication, ubiquitousness and growing scale of data along with necessary software tools - make Big Data a novel revolution in Internet and
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Calling the “Smarketer� The salubrious and giant weapon of social media can help marketers identify emerging trends in their target markets, use digital identities to understand their clients, and create enriching experiences.
Tanushree Goyal ISB Hyderabad 37
idea of the great Aristotle – ‘Man is by nature a social animal’, giving it a path-breaking multidimensional face lift.
The age old traditional model of marketing, infamously described as the INTERRUPTION model, finally has a battle to fight. With the proliferation of technology and social media, marketing is increasingly assuming a more holistic, thoughtful as well as analytical mode. The tech savvy consumers are no longer a passive audience and it is this change in the consumer behavior that calls for the laying down of new marketing turfs.
Coupled with the technological leapfrog that has provided us with smart gadgets and allowed for high speed data transfers, social media provides fresh ripened ingredients for just about some amazing recipes that the Gen Y marketers can now cook. They can now use the data provided by the consumers to understand requirements, follow trends and thereby develop strategies to smartly ‘interrupt’ their target audience at the right place and time.
In order to capture this liberated voice of the consumer, marketers are now indulging in a smart two way communication mode to increase their reach to the target audience. Aptly named Inbound Marketing, a Web 2.0 model of advertising is helping marketers maximize the receptivity of their products as well as increase engagement with the consumers.
Inbound marketing leverages on the 4 tools of SEO (search engine optimization), social media, analytics, and content marketing to truly use a “PULL strategy” to earn the customers’ attention and thereafter “get found” by them.
In contrast to the traditional model, wherein the marketer created prepackaged messages to be bombarded on the customers day in and day out, Inbound marketing attempts to involve the customer in brand co-creation through user generated content i.e. data provided by the user himself.
The recent dove advertisement showing a forensic artist sketching contrasting pictures of the same woman as described by her own self and then a stranger is one such avant-garde example in the B2Cmarketing space. It positions itself appropriately in an effort to undo the ill-effects of self-depreciating perception amongst women and overcome the conventional ideas of idiosyncratic beauty. The advertisement effectively sells an idea and not a product, tries to create a sense of social affiliation and propagates through word of mouth sharing.
The advent of the social media space has provided a great tool to the consumers of today; the tool of self-expression. With this marvel innovation of the 21st century, we see a great shift in the consumer attitude towards sharing data, opinions, reviews, and personal experiences through various modes whether it be text, audio or video. It has reinforced the It is this salubrious and giant weapon of social media that can help marketers identify emerging trends in their target markets, use digital identities to understand their clients, and create enriching experiences.
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Unlearning Social Media Loveleen Kaur GBO, SRCC
“You have been blocked from following this account at the request of the user� Apparently, Abarth 500 is just too fast to follow..
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This twitter stunt by Fiat is like unlearning social media with the help of social media. How? Here is the explanation-
“You have been blocked from following this account at the request of the user”
This is the message you receive when you try to follow the twitter profile of Fiat Germany’s Abarth 500 (@Abarth500_DE). And why have you been blocked? Apparently, Abarth 500 is just too fast to follow. Based on designs by Carlos Abarth, a well-known Italian racecar builder, this car promises to be the beast and never let anyone come close to it. This is very effectively positioned (quite literally) by the Follow button of the social media website Twitter, which has been left redundant in this case. What exactly happens is that as soon as you click on the follow button, the follower count changes to 1 for a second and then again it gets back to 0 and the ‘You have been blocked from following this account at the request of the user’ message flashes on the screen with a Direct message in your inbox- ‘No-one can follow the Abarth 500. You want to? Then give it a try. Get faster. Here: *link to the Abarth website*’
The four possible uses of Social Media are- Create early buzz, Utilize customer and fan feedback, Enhance and extend traditional marketing and PR activities and lastly, hold competitions and rewards. The last three uses are directly linked to the engagement with the customer. In the case of Fiat Germany, the absence of the one is deliberately created. Still the advertisement analysts are calling it a Brilliant campaign. What’s their rationale? “This is the most imaginative use of Twitter I have seen to date” said Noelene Mostert, the marketing manager for Quirk Agency Group. It is true indeed. The brands on twitter and facebook go as far as to buy the fake followers as that number is perceived as one of the key metric to social media success. Perhaps the marketing managers at Fiat Germany have a different definition of using social media because they seem to be least interested in the number of followers. Even the tweets addressed to @Abarth500_DE have only praises for this innovative campaign.
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The hash tags #ZeroFollowers and #Abarth500 were used extensively. Though the campaign was intended for the German market only but it went viral all over the world. The leading newspapers like Business Insider reported this unique ad campaign and a lot of other popular marketing and advertisement blogs and forums discussed it too. This unique campaign has lot of elements in it; it employs ‘murketing’ by bringing the hazy and mystery element to it and it employs ‘guerrilla marketing’ by using low-cost unconventional means to reach a vast audience.
But of course, the critics of this campaign are there too. Ambika Sharma, MD & CEO of Pulp Strategy asks a very basic question on her Linkedin profile- “And the point is?” Is creating the buzz around the brand the only objective? As David Oglivy once said, “If it doesn’t sell, it isn’t creative.” Only time will tell if this daring social media campaign by Fiat Germany converts the hype into actual sale of Abarth 500 or people remember it as a brilliant ad campaign which caught their interest at one time but could not convince them enough to buy it.
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Marcom, the marketing cell of MIB (Master of International Business), Faculty of Commerce & Business, Delhi School of Economics is a student initiative that aims at nurturing individuals with distinctive imagination and originality, making them indispensable for any team that they work in. It provides an opportunity to the students to explore their potential in the field of marketing outside the classroom. We use tools such as case study competitions, quizzes and presentations to provide unadulterated flavour of marketing to students. Our widely acclaimed monthly student magazine Brand.i comes up with articles on changing markets and innovative marketing techniques, inviting editorials by B-school students & professionals from all over the country. Our objective is to give students a podium to unleash their creativity and assimilate the field of marketing. Stay high on marketing!
MARCOM - The Marketing Cell of MIB, Department of Commerce, Delhi School of Economics, University of Delhi, New Delhi – 110007. To subscribe a free online copy, write to: marcom@mibdu.org Like us at facebook.com/marcom.mib
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