The
MARKSMAN
K J Somaiya Institute of Management Studies and Research
INSIDE
Destination Branding
Repositioning of Blackberry
Future of ‘’Akash’’
and much more!!
VOL. II ǀ ISSUE VI ǀ NOV ‘11
EDITOR’S DESK Dear Readers, Welcome to a brand new edition of your favourite marketing magazine! Getting back from holidays is never easy but team MARKSMAN committed to its promise of delivering on quality and excellence has sprung back into action! This edition is our small gesture to pay homage to one of the greatest visionaries and marketer of our times, Steve Jobs. Our cover story shall run you through Marketing Apple-the differentiating effective ways Apple used to its success (other than its charismatic CEO‟s brain). Last month was historic for India in the sports arena. Some burning rubber on tracks, chequered waving flags and zooming cars drove the crowd into a crazy frenzy. With glitz, glamour and all the action, the Buddh circuit kept its date with destiny! So did marketers leaving no stone unturned to cash in on an event of this scale. Our special story shall take you through the promising segment of sports marketing and its footprints on the Indian horizon. Our featured articles for the month explore the avenues of destination marketing, the new kid on the horizon - “AKASH” tablet and the repositioning of Blackberry - from corporate to youth. Our heartiest congratulations to Mr. Sarthak Agarwal (SIBM, Pune) for being adjudged the best article of the month! Unwind with our regulars- SquAreHead, Bookworm, Tweets and its all about AD-itude!. Get inquisitive with Buzz and do not forget to write in with articles (check the last page for topics), your thoughts or suggestions. For now, get Reading! Cheers! Team- MARKSMAN INTERFACE – The Marketing Club of SIMSR
THE MARKSMAN
02
CONTENTS
ǀ
ǀ ǀ
NOVEMBER 2011
03
COVER STORY
APPLE : The Marketing Perspective “i”..A letter personified and immortalized by Steve Jobs. The genius left us recently and much has been said about him in the past month, but very few people realize his marketing genius. The utter simple yet effective way in which each and every product was sold, cannot and will not ever be matched. If someone would have come up to you 10 years back, and said, “let‟s make a phone, without any keys, with a software of its own, bespoke to it, and two to three times the memory capacity of the industry standard, that too inbuilt, priced above the competition, and with a name, well it‟s a phone, so call it “iPhone”, you would have laughed on his face and debunked his idea! But somehow, Apple managed to do this and pretty well at that. So how and why has Apple been able to do this? Doing everything opposite to the market like pricing at a premium when there is a price war, keeping its own software when all the companies are moving towards a common software like Android. Let‟s dig a little deeper into the working of the electronic giant and look at a few reasons for this success. No Market Research! Apple always came up with products that most of us didn‟t need but wanted! They did not believe in marketing surveys and finding out what the customer demanded even in a totally consumer driven market. This is because of Steve Jobs‟ philosophy which said, “A lot of times consumers don‟t know what they want until you show it to them”. So instead what they did was to make a product that no one knew could be made and then the consumers would lap it up. People buy what others have! Apple believes in creating neighbor‟s envy. It believes that instead of targeting the entire consumer base by your advertisements and products just cover the consumers who are already sold onto your product either because of brand loyalty
THE MARKSMAN
04
COVER STORY or because of the technology on offer and others will come to you by word of mouth. A lot of evangelism marketing takes place in case of Apple and people buy the products because others have it or suggest it to them. Own everything! Apple has its own OS, own software and its own hardware too. This means they don‟t have to rely on others for anything. Apart from hardware manufacturing, (To get a contract for which, companies will give an arm!) they own the entire process. So this results in a better match between the hardware and the software and one part doesn‟t have to be fine-tuned or sacrificed for the other which leads to the ultimate user experience. Also it reduces the price incurred by Apple as they do not have to pay a huge licensing fee for using 3rd party software as they have their own range of software like iOS for phones and OSX for PCs and Laptops. Sticking to its core competence! Apple knows what people look for in their products, which is the cutting edge in technology and features that no other brand has on offer. So they keep true to this promise by not diluting this value and bringing new innovations one after the other. Whenever a new product is launched it‟s the byword in the latest technology .The product can be bettered. But if you take the example of the iPhone, which currently is in its 5th generation, every updated version of it since its launch in 2007 has amazed us and wowed us every single time.
NOVEMBER 2011
05
COVER STORY Premium pricing Apple has always priced its products above the nearest competition. You would think that in the highly competitive computer and mobile phone market which has giants like Dell with its vast supply chain and scale economies and Samsung with its huge R & D centers and manufacturing capabilities would crush Apple but this has never happened. The innovation that Apple brings to the table is unmatched. To sustain it and keep charging a higher price, Apple keeps striving to bring out newer technologies. Now Apple no longer has the marketing acumen and vision of Steve Jobs with it and it will be a game of wait and watch to see if Apple can sustain its position in the market. Will it be able to still churn out devices with ground breaking technologies? Will it still bring out products which everyone lusts for? Will the technological innovations still be there? Steve Jobs said, “Being the richest man in the cemetery doesn‟t matter to me … Going to bed at night saying we‟ve done something wonderful… that‟s what matters to me.” And this attitude of his, has changed all our lives, and let‟s hopes Apple lives up to the expectations.
THE MARKSMAN
06
SPECIAL STORY
SPORTS MARKETING Sports enthusiasts are a loyal and an outspoken bunch. Have you ever sat in the company of crazed friends watching a cricket (or football or any other) game? You might want to have ear plugs and protective clothing unless you are just as excited about the competition as they are. Fans meet just to discuss what they have read and heard about an upcoming or just finished game. Sports is a whole culture within itself and the people involved have no problem telling you exactly what they think about your or their favourite players and plays. They are religious followers of the world‟s most globalized culture.
Sports marketing encompass three sectors: 1) Marketing of sports events The marketing of sports events and teams is the marketing strategy which is designed or developed a “live” activity, which has a specific theme. Mostly this kind of strategy is used as a way to promote, display or exhibit different things, such as a sports team, a sport association among others. The IPL is an example of this concept because it is a massive sport event organized by a sport association, the BCCI, which looks to promote the event itself, the sport itself and as well the different IPL teams. The way this event is promoted is by TV, radio commercials and print media. Also contracts can be signed with other companies in order to transmit the event. For example many of the important games of IPL were transmitted in multiplexes, sports bars and theatres.
NOVEMBER 2011
07
SPECIAL STORY
2) Marketing of products using sports 'Marketing through sport' is a concept that that has been used since the 1980s but that also has increased in importance in the last two decades due to the growth and expansion that the different types of sports have enjoyed since then. “Marketing through sports "concerns the use of sporting events, sporting teams and individual athletes to promote various products. Coca Cola has been a corporate partner to FIFA (sporting event) since 1978 and has now extended this partnership till 2022. It has been a profitable brand association for the company and continues to be with the remarkable global following for the FIFA World Cup and other events organized by FIFA. But, brand building is just not advertising, in such partnerships it‟s a massive involvement in all the campaigns that FIFA plans like encouraging young talent which are an equal responsibility of an associated brand. Coca cola concerted the world cup trophy tour and run a “Open happiness” campaign parallel to the FIFA world cup 2010. 3) Grassroots sports marketing Grassroots sport marketing is part of the field of marketing known as social marketing. This refers to marketing something that is of benefit to the public, and is normally done by government or charities rather than private sector organisations. It is normally done with a much smaller budget than marketing of sports teams and event or marketing of products through sports as it does not bring any direct financial benefit.
THE MARKSMAN
08
SPECIAL STORY
Sports Marketing in the Indian context: Sports investments in India are matching the global numbers thanks to Indian F1 Grand prix, IPL, cricket & football rights, IPL, Force India, WTA Tennis, PHL and many others. While Indian marketers are venturing out to buy global properties such as F-1 teams and European Football teams for instant brand recall among global consumers, global sports are looking at India for television eyeballs and on-ground presence. Just a month back, sports and marketing met on a common platform called Formula1 for the Indian Grand Prix. We witnessed some exciting Indian brand associations for the Indian Grand Prix: Amul- Sauber, Airtel-F1 Hero motors sponsored Narain Karthieyan for HRT seat at the Indian Grand Prix. For all that, it is now an accepted fact that most international sports events are being supported by audiences that go way beyond the capacity of any stadium. The combined F1 viewership of 527 million last season, including around 30 million from India, is the macro audience for which the F1 drama is unfolded every time.
NOVEMBER 2011
09
SPECIAL STORY For close to two decades, Formula 1 has been telecast in our country and its viewership has risen past the 30 million mark. The interest in the sport is so enormous that every year close to 10,000 Indians turn up at the Singapore Grand Prix. The event itself may be niche – with the top five teams signing the most sponsorship deals – but the audience now transcends the metros, sparking huge interest in the hinterland as well. Corporate associates and sponsors of F1 teams like Vodafone, Lenovo, Tag Heuer, Johnny Walker, Hilton Hotels and Hugo Boss are all impressed with the development and growth of the middleclass in India and see it as a great commercial opportunity. Other multinational brands like Renault are also looking at wider brand recognition with the growing Indian middle class. Look at how soccer teams from Europe have started investing their attention here – Bayern Munich, Manchester United, Manchester City and Tottenham Hotspur are good examples. Consider how NBA has already set its foot on Indian soil by tying up with Mahindra; or, for that matter, look at how golf‟s European PGA Tour has already expanded its base with a second-level Challenge Tour event in India. It was inevitable that Formula 1 President and CEO Bernie Ecclestone brought the sport to India sooner than later. Even if cricket takes up much of the viewership (and therefore dominates the sponsorship market), India‟s TV audience has shown that it has great appetite for a variety of international sports.
THE MARKSMAN
10
FEATURED ARTICLE
Destination Branding - Dipesh Jain , NMIMS , Mumbai „Incredible India‟, „God‟s own country‟, „Heart of Incredible India‟, „I NY‟…. and the list goes on and on. If you still haven‟t figured it out, we are talking about destinations that have become very strong brands over a period of time. This process involves a lot of effort and smart thinking. Before going into that, let us look at the importance of destination branding and its relevance today.
Why destination branding- Today, in the age of globalization, we are closer to each other more than ever before. The tourism industry has undergone dramatic transformation. Today a consumer is ready to loosen his purse strings and splurge on holiday destinations. Not only that, with medical tourism, business tourism etc. gaining importance, it has become imperative for a destination to differentiate itself and communicate its offerings to the consumers in order to become the destination of choice.
NOVEMBER 2011
11
FEATURED ARTICLE
Globalisation and the new opportunities in tourism make place branding a very important exercise to remain competitive How do you brand a place- Like all branding exercises, one of the most important elements in destination branding is to provide a superior product. The product in this case being the place itself. It is very essential to have good facilities (Roads, transport and communication, hospitality etc.) for tourists visiting the destination. Apart from this, there are various elements involved in destination branding. The key ones being: Analyse the key offerings- An audit of the place should be done and the key assets of the destination analysed. These are the core strengths of the place and will form the base of our branding activity. E.g. Goa is very famous for its beaches, the core strength of India as a destination is its cultural and regional diversity, Tirumala is famous for Sri Venkateshwara Temple.
Every destination has some core brand assets.
THE MARKSMAN
12
FEATURED ARTICLE Segmentation analysis- Every location will cater to a specific target segment, it is very essential to locate the appropriate target segment and understand that segment very well. Any mistake at this step could possibly spell doom for the brand. E.g. Goa would attract teenagers and young adults i.e. age group of 15-30, Haridwar being a religious destination would cater mainly to elderly people . Consumer Perception Analysis- In depth analysis of consumer perceptions of the location should be done through surveys and interviews. It can lead to some shocking results and can even change the way we would want to portray the brand. Integrated Marketing Communication- At this stage, we are clear with our objectives and the positioning of the brand. An IMC campaign needs to be prepared and implemented successfully. It is important to be creative and different while executing the campaign. Brand assets should be portrayed in a beautiful manner which would make people want to go to the location. Monitor the campaign- It is equally important to monitor the response to the campaign. Post implementation research should be conducted to gather information about the reaction, whether the campaign has been successful in achieving its purpose or has it failed. The campaign might take time to be successful and this has to be borne in mind while evaluating results.
Successful Destination Brands- Some very successful place- branding campaigns include New York City ‘, ‘I NY’ campaign, Malaysia, ‘Malaysia truly Asia’ campaign, Sri Lanka, ’A Land like no other’ campaign etc. Some great Indian destination branding examples are ‘Incredible India’ Campaign, ‘God’s Own Country’ Campaign.
NOVEMBER 2011
13
FEATURED ARTICLE
Re-positioning of Blackberry: from corporate to youth -Pankaj Bathla, Welingkar, Mumbai Background: The mobile enterprise market has long proven lucrative for leading mobile handset vendors. This market is dominated by Research In Motion (RIM), which provides enterprise applications, such as push e-mail and IM, through its BlackBerry handsets. To date, RIM has been able to sustain its leadership in the mobile enterprise market, but its sustainability is now being questioned with the popularity of Apple‟s iPhone. Market Scenario: The global smartphones market will be worth US$ 258.9 billion by 2015, whilst the mobile phone market will be worth US$ 341.4 billion – you don‟t need a calculator to see that smartphones will be accounting for around 75 percent of the total. After targeting the niche, high-end subscriber base, Research in Motion‟s (RIM) BlackBerry is now trying to make further inroads into the Indian market. It is now targeting the youth.
Changed Scenario/ Repositioning: Blackberry smartphones targets high end users- who want the ultimate smartphones – in terms of both appearance and performance. The target customers are those who aspire and epitomize success and confidence. Blackberry with its different handsets is attempting a change in positioning and moving more towards the Lifestyle segment space.“Love what you do” and “Be Bold” are some of the positioning statements targeting the youth.
THE MARKSMAN
14
FEATURED ARTICLE
Recent surveys show the depth of the BlackBerry Messenger (BBM) fad amongst teens. Youths are the champions of BlackBerry Messenger or BBM (in the language of the youth). The free service is now a deciding purchase factor for many young people. BlackBerry is targeting the youth who is known for heavy data usage. Anuradha Aggarwal, Vice-President-Marketing of Vodafone Essar, says the BlackBerry brand is repositioning itself, as its primary audience is no longer corporate. "One would be surprised with the enthusiasm of young customers who saves money (Rs. 15,000) just to buy a Blackberry phone", Aggarwal says. “ The recent focus of RIM to tap the retail customer has helped it to penetrate the market. For instance, RIM, which earlier had presence in only nine cities in India, has increased it to 80 cities.” Other Strategies BlackBerry can employ: Buzz Marketing: Blackberry can create a lot of „buzz‟ amongst the youth by employing the youngster as Buzz agents in colleges and youth clubs. The buzz agents would promote the brand through online campaigns and can be an opinion leader. Event Marketing: BB can launch the contest with a youth cultural event, inviting schools and college students across India. BB can sponsor engineering college fests such as Mood Indigo (IIT Mumbai‟s Annual Festival), which focus on technology, to reach niche tech-savvy target audience. Also, cultural college fests like Malhar (St. Xavier‟s Annula Cultural Festival), to reach out to a wider target audience. BB can sponsor and conduct the industry specific workshops for young professionals. The future of smartphones is not only email but also data intensive applications such as high quality streaming video and audio. Its time for the parent company RIM to connect the dots and take the mobile-social web to yet another level.
NOVEMBER 2011
15
FEATURED ARTICLE
The Future of “Aakash” - Sarthak Agarwal, SIBM Pune Introducing Aakash Aakash has been designed and manufactured by DataWind, a British firm in alliance with IIT Rajasthan, with the support of NME-ICT that comes under the aegis of the Ministry of Human Resources and Development. Aakash is a 7” screen tablet, supports Wi-Fi, carries 2 USB ports and runs on Android 2.2 platform. It caters to the existing market of tablets by offering a product developed for penetrating Indian households, mainly students. Seeing the PLC, it is still in the introduction stage and DataWind is incorporating the suggestions given by the customers in the upcoming models. So, what “Desired Change” is it bringing? Aakash has been targeted at the Indian students at a price of Rs. 1750. It has been positioned as a tool to bridge the digital divide, which can be effectively used to deliver distance learning to the students. DataWind is offering the tablet with a replacement warranty thus eroding any doubts on the quality. The tablet comes preloaded with 70,000 e-Books, 2100 eJournals. This opens a new market opportunity to develop quality video lectures, e-textbooks and educational software for Indian students . VentureBeat commented on its slow navigation speed. Of course, looking at Aakash with iPad tainted eyes will be an injustice. However, the speed will seem sufficient to a person who has never in his life seen a smart phone or a computer. Bingo! It makes sense to sell it to more, than confining it to brand-crazy few. A point worth knowing is that DataWind isn‟t into the mass marketing of the tablets.
THE MARKSMAN
16
FEATURED ARTICLE It‟s following a segment-marketing approach, by offering Aakash (Rs. 1750) to the students and Ubislate (Rs. 3000) to the public. Ubislate will have an inbuilt cellular modem and SIM to access internet, which is absent in Aakash. How much “Acceptability” has it gathered? On the social networking platform, two facebook pages are running parallely one is “Aakash Ubislate DataWind” with 5752 likes and the other is “Aakash tablet” with 4895 likes. The later page claims to be proud of having 3000 fans in the first week of the page launch. DataWind looks at Aakash as a great export opportunity for India. It‟s trying to establish multiple manufacturing facilities to meet the exploding demand both in India and overseas markets. But there are a few hassles in its success path. Primarily, a battery backup for just 3 hours is too less as compared to the competitors (average 8 hours). Adding on this, children are unlikely to have the patience to charge the battery every couple of hours. In a land of power cuts, they may not be able to either. Secondly, the present students‟ model works only on the Wi-Fi to connect to the internet. So, when distributing it to the rural or township students, presence of Wi-Fi becomes imperative - with which India isn‟t ready now. Other problems are : its plastic body (which makes it heated fast), lack of camera, low disk space & resistive LCD screen. So what’s the “Road Ahead”? In the rural and sub-urban India, it offers the best value for money. Hence, it seems to have created enthusiasm in this niche segment. However, I believe that the students deserve better. In urban India, Aakash faces stiff competition from the tablets of the likes of HP & Beetel which offer the desired features in the price range of Rs. 5000 - 9000.
NOVEMBER 2011
17
SquAreheaD The second edition of our anime character set, SquAreheaD, from our talented Marksman Team. Shows you different perspective of the day today activities we see around Hope you like it.
We have been here, done that, seen that ! Every B school graduate has gone through this phase. The night before exams, we have experienced ourselves in this situation. Where the Finance and the HR janta is mugging up formulae and concepts, Marketing students sleep through the night, sometimes using the book as the pillow, and pour out Kotlerism on the paper during the day !
THE MARKSMAN
18
REWIND Event: Guest Lecture - Capgemini Speaker: Ms. Sangeeta Sundaram, Head Marketing and Communications, Capgemini India Date: 21st October, 2011 Venue: Seminar Hall, SIMSR About the Speaker: Ms. Sundaram did her B.Com. from Gulbarga University followed by her MBA from Goa Institute of Management in Marketing in 1998.
She also studied Strategic Marketing in Stanford University Graduate School of Business in 2008. She worked as Assistant Manager, Marketing at SplashSupport (A CSS Group Company) and as Research Consultant at The Gallup Organization, Singapore and joined CapGemini in 2004. She worked in the PR and branding communications of CapGemini previously and has now become the Head of Marketing and Communications. Topic of Discussion: Discussion on "Use Real or Celebrities in your Advertising Campaign? -an IT Industry perspective.� Ms. Sundaram took us through different strategies companies use in order to promote their brand. Why companies use brand ambassadors in the first place and why some companies deliberately refrain from it. Takeaways: A fresh new perspective on branding and the thought process that goes on in the minds of Marketers in going for a particular branding strategy. Ms Sundaram made it a very informative and interactive session and it was a great learning experience for us SIMSRites!
NOVEMBER 2011
19
ITS ALL ABOUT AD-itude !
Advertiser: Maharashtra Tourism Development Corporation Creative Agency: Xebec The latest advertisement of Maharashtra Tourism Development Corporation is simple and inviting. This time its not about scenic beauty or heritage sites. These fresh new images are of drawings made in the sand. One such image is of a dolphin and another of an unfinished game of tic-tac-toe, drawn lazily at the sea shore with an idle wave passing by. The posters create a strong association with the western coastal line with the help of these images, drawing attention to the variety of flora and fauna that can be explored in this 720 km canvas that is just waiting to be explored. What stands out about this ad is the fact that it does not impose on you just the bland facts of the travel destination you are about to go to. It conveys to you that it will be a fun and care free get away. It goes back to the basics, helping you attain what‟s most important while on a vacation - creating happy memories.
THE MARKSMAN
Brand: TOI, Chennai edition Creative Agency: Taproot India TOI‟s new campaign is titled “Wake up to the Times Of India”. It starts at the inauguration of a multi storied building. As a gentleman cuts the red ribbon, we see a lungi-clad man fast asleep. A cricket team proudly poses with their trophy and there he is again asleep with his head on the coach‟s shoulder. The roads are blocked and sirens are blazing as a politician addresses the anxious crowd in the streets. But he sleeps undisturbed on the roof of a car. He sleeps through all the things that happen around him. Suddenly the screen reads in block letters “STUCK WITH NEWS THAT PUTS YOU TO SLEEP?” A copy of Times of India slides forward and the mans eyes finally open! The TVC blends in a Tamil lullaby with different scenes in a satirical way to project that Chennai has been reading boring newspapers which have put them to sleep and it's time they switched to TOI's for their daily dose of news. A clear cut message and humorous to watch.
20
BOOKWORM REVERSE PSYCHOLOGY MARKETING The Death of Traditional Marketing and the Rise of the New “Pull” Game -By Indrajit Sinha and Thomas Foscht In his book, Sinha points out that it is the time to shelve the 4P‟s of marketing mix and instead come up with new strategy i.e. 3B‟s (Brand, Buyer Network and Buying Chain). Replace the central focus from customer towards brand, differentiate brand from quality to design and use real people than glamour in advertisements. It explains how gradually principles of conventional marketing are giving way to Reverse Psychology Marketing. It also points out how the middle market is hollowing out creating a “Walmart and Ferrari” type of situation. What will make you buy? This book is simple, concise, interesting and easy read. It points out how to cope with the changing dynamics to develop close connection with the customer. Authors have used many examples to support their claims and have supplemented various ideas to show how to connect with the „Change‟. Why you might not buy? The title states the death of „Traditional Marketing‟ and the rise of the new „Pull Game‟, however the upcoming marketing strategies cannot completely replace the conventional marketing principles, it can complement it. About the Author INDRAJIT 'JAY' SINHA is the Washburn Research Fellow and Associate Professor of Marketing at the Fox School of Business and Management at Temple University, Philadelphia. THOMAS FOSCHT is Associate Professor of Marketing in the Department of Marketing and Retailing at the University of Graz, Austria. He has authored several management articles, monographs, and books on customer loyalty and marketing strategy.
NOVEMBER 2011
21
TWEETS Indians slam Apple for launching iPhone 4S at much higher price than its US retail cost Within hours of the price of iPhone 4S being announced on the websites of Bharti Airtel and Aircel on Friday, the social networking media was abuzz with comments deriding the smartphone maker Apple. At its launch price ofRs 44,500, the iPhone 4S will indeed be costlier in India than anywhere else in the world, though it will be available about 10% cheaper on several online shopping sites such as ebay.
Google enters Microsoft office's turf with mixed results Google Apps performs many of the same functions as Office, but through a Web browser instead of local software, it is cheaper to own and operate than Microsoft's desktop software and all the storage is on the cloud so no hard disks are required. Slowly but steadily Google is making a stronghold in the Microsoftâ€&#x;s stomping ground.
Maruti to clear backlog of over 1,00,000 bookings of new Swift by April 2012
Maruti Suzuki launched its Swift model in the country on August 17th 2011, and its booking figures have crossed 1,20,000 mark since then. The situation had become worse for Maruti after workers at its Manesar plant went on a series of strikes in the period of June to October 2011, causing huge production losses to the firm. While the revenue loss due to these strikes stood over Rs 1,500 crores, the total production loss was of 50,000 cars. It says that the backlog can only be completed by April 2012
THE MARKSMAN
22
TWEETS Tesco aims to build on Tata tie-up for India retail Retail giant Tesco Plc plans to build on its existing tie-up with Tata Group to expand in the country if foreign operators are allowed to invest in multi-brand retail, an executive director of the UK retailer said on Monday. India currently allows 51 percent foreign investment in single-brand retailers and 100 percent for wholesale operations. Global players such as Wal-Mart Stores Inc and Carrefour have long sought greater access to the country's small but fast-growing organised retail sector.
FMCG retail will hit $100 billion by 2025: Nielsen Nielsen estimates that the country's rural FMCG retail landscape will grow from $12 billion in 2011 to $100 billion by 2025, as it unveiled its consumer 360 report. The research firm has identified four key trends that will drive consumption: consumers switching from commodity to brands, from indulgence to regular consumption, and acceptability.
Future Group to exit Generali JV, sell stake to IITL The Kishore Biyani-promoted Future Group, which runs the country's largest retail company, is set to exit from the life insurance venture that it operates in partnership with Italy's Generali. Future is in advance discussions with the Mumbai-based Industrial Investment Trust (IITL) to sell a controlling stake in a phased manner.
NOVEMBER 2011
23
BUZZ
PUZZLE
HINTS
Across
Down
2. The picture is the logo of the parent company of which famous ship? 3. Flame – is a deodorant from the house of which famous Food Retailer? 4. What was founded as a cricket club in 1899 by British expatriates who came from Nottingham, gradually converting to what it is now and the club has retained the English spelling of its city‟s name. 5. Connect Royal Oak, One Tree Hill, Phoenix, Deer Park, Bon Echo, Gran Paradiso and Shiretoko.These are the various versions of what? The character was the earlier mascot of the company. 7. This company was named after the Founder's pet bulldog.
1. This is the parent company of world‟s 2nd largest forging company. 6. This company is a parody of Wikipedia and the logo depicted is called Puzzle Potato. 8. Which bank launched the "Bank on Bike" campaign recently? The picture depicts the earlier logo of the bank. 9. Simon,a product by IBM, was the first in which category?
Answers : 1.Kalyani 2.Titanic 3.Burger king 4.AC Milan 5.Mozilla 6.Uncyclopedia 7.Zygna 8.State Bank 9.Smartphone
THE MARKSMAN
24
CALL FOR ARTICLES December 201 1 Articles can be sent on any one of the following topics*: • United Colors of Benetton peace ad campaigneffective or disrespectful? • Regional Brands that survived and made it big. • Surrogate Marketing *Please ensure that there is no plagiarism and all references are clearly mentioned 1. One article can have only one author. 2. Your article should be from 500-600 words and MUST be replete with relevant pictures that can be used to enhance your article. 3. Send in your articles in .doc/.docx format with font size 11 (Arial) to: interface.newsletter@gmail.com 4. Subject Line:Your Name_Institute Name_Course Year. 5. Kindly name your file as:Your Name_Topic The best adjudged article will be given a winner's certificate. Deadline for submission of the articles: 11:59 PM , 16th December 2011.
NOVEMBER 2011
25
To subscribe to "The Marksman", Follow the link:http://interfacesimsr.weebly.com/the-marksman.html OR drop in a mail/contact us at : interface.newsletter@gmail.com Subject line: Subscribe: Your Name_Institute Name_Course Year
Follow us at: http://www.facebook.com/simsr.interface
THE MARKSMAN
Website: http://interfacesimsr.weebly.com
26