market zapper news

8/3/2019 Market Zapper News

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30th April 2011 Volume 1, Issue 1 MARKONOMICS


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Welcome to the first edition ofMarkonomics newsletter. We are verygrateful to launch the first edition ofMarket zapper. This Newsletter will

regularly be published. Specially issuedto communicate, and share various cur-rent and upcoming activities of the TeamMarkonomics to everyone in and

around! Markonomics team isdeeply committed to excellencein sharing marketing knowledgeand research as well as to end-lessly nurture and expand closeties with other management do-mains.This issue of Market zapper triesto catch hold of the most

awaited Relationship marketingconcept. Along with it, we try to

put forward how Marketing is connectedto industries. Launch pad which willkeep you updated with new productscoming into the market. Ad dissection isa unique part wherein we analyze anadvertisement. This edition of MarketZapper brings you in touch with the hardcore marketing with our sectionIndustry Interface. And a lot more for

you.

Market zapper contains regional, globaladvertising/marketing/commerce re-views and snippets, sitings, opinions andanything else relevant to our space. It isonce again the aim of the newsletter tokeep you updated of any current activi-

ties and event in the marketingarena.Have an opinion? Have news weshould all know about? Great! Get fa-mous, send it to us.

We wish you all a most rewarding andenjoyable reading.

Sincerely Yours,

Varsha manher.Editor

Hi guys, its too hot right now and weneed something to refresh ourselves.There are 1000 options but one of thebest is ICECREAMS-tasty, yummy and

cooooooooooool.Try out MOTHER DAIRY newly introduced flavors- PAANand ROSE. Paan Kulfi and Rose Kulfi priced at Rs. 15/-for a 60ml kulfi stick bar.

E D I T O R S N O T E

Ankitas pick

P a g e 2 N e w s l e t t e r T i t l e

I N S I D ES O T R Y

Launch pad Cover story Industry and

marketing Ad dissection Students corner - Industry

Interface Top of the top

Promotion re-view The legend in

the making Brainstorming Facts, myth & fun

Special points of inter-est:

FMCG Sector

Product placement inmovies

Logos change over thetime

Top of the top

Check your marketingknowledge

Marketing Facts

Brainy Quotes

Any change in form produces a

fear of change, and that hasaccelerated. Marketing is thedeath of invention, because

marketing deals with the familiar.Nicolas Roeg
http://www.brainyquote.com/quotes/quotes/n/nicolasroe306020.htmlhttp://www.brainyquote.com/quotes/quotes/n/nicolasroe306020.htmlhttp://www.brainyquote.com/quotes/quotes/n/nicolasroe306020.html


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P a g e 3 V o l u m e 1 , I s s u e 1 M A R K O N O M I C S

NIVEA unveils whitening

deodorant for women

NIVEA India Pvt. Ltd., an affiliate of

Beiersdorf AG and worlds largest

skincare brand, introduced yet an-

other global innovation in April, in

the deodorant category WHITEN-

ING, a deodorant for women. The

R&D team at NIVEA has developed

WHITENING a deodorant that

REPAIRS UNDERARM SKIN AND

MAKES IT FAIRER & EVEN

TONED. It also has 48 hr efficacy

and care with

long lasting

feminine floral

fragrance to

provide long

lasting fresh-

ness.

Nerolac introduces two newproducts

Kansai Nerolac Paints Ltd coun-

trys leading paint manufacturer joins

a billion Indians in congratulating the

Indian Cricket Team by dedicating a

special shade called CHAMPIONS

BLUE. This shade was brought out

post India winning the World Cup in

April.Rasna introduces energy drinkin April

Three different flavors - regular,

orange and lemon will form the portfolio

of Rasna Glucose-D. Fortified with en-

ergy boost complex, Rasna Glucose-D

has a combination of glucose and vita-mins which are proven to give energy

boost to children in a very unique man-

ner.

Cadbury launched OreoBiscuits in India

Kraft Foods had launched Oreo biscuits

from its global portfolio through its In-dian subsidiary, Cadbury India. Oreo,which has attained a leadership positionin markets like China, has been launchedat a

huge discount to its imported version inIndia. The brand was already present inmodern retail stores at a varied pricerange (upwards of Rs 50 for 14 biscuits)

through imports. It has now beenlaunched at an introductory price offer ofRs 5 for three biscuits; Rs 10 for sevenbiscuits, and Rs 20 for 14 biscuits, bring-ing Oreo on a par with rival biscuit brandsin terms of pricing. In fact, it is margin-ally cheaper than Britannia's Jim-JamTreat are priced at Rs 25 for 14 biscuits.

MotherDairy introduced new Kulfirange

Mother Dairy launched two new

flavors in April - Rose Kulfi and

Paan Kulfi. The two new flavors

will add variety to the already exist-

ing offering.

Meetha Paan is a favorite after meal

flavor enjoyed today. Keeping the

consumer preferences in mind,

Mother Dairy launches the traditional

Paan flavor in a Kulfi.Rose is one of the most exotic fla-

vors used in cooking for sensory

pleasure. The same flavor, aromahas been converted into Kulfi by

Mother Dairy with a special tint of

rose in it.

kulfi and Rose Kulfi

priced at Rs. 15/- for a

60ml kulfi stick bar.

LAKMELakme in March has come out with a

break-through innovation in sun care-

Lakm Sun Expert Cucumber &

Lemongrass Fairness Sunscreenrange . These dermatologist-approved

products offer broad spectrum sun-

screen that gives you 97% protection

from harmful effects of the sun. The

sunscreens range from SPF 20 to SPF

50 and PA+, PA++ and PA+++ in-

cludes specific sunscreens for dry,

oily and normal skin. Lakme has also

introduced Sun Expert Fairness Body

Sunscreen Lotion with SPF 24 PA

++.

By

Ankita Chandra-MBA I

Launch Pad - FMCG
http://timesofindia.indiatimes.com/topic/Chinahttp://timesofindia.indiatimes.com/topic/China


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Overview

The world has changed: power has shifted from companies to cus-tomers, and the traditional ways marketers controlled their mes-sages are gone. To succeed today, marketing needs to transformcustomers expect companies to change. The only way for a com-

pany to earn attention and loyalty is to develop an authentic andrelevant relationship.

These days customers trust each other far more than theytrust a companys brand. Don Peppers, cofounder of Peppers &Rogers Group, explains the new dynamic in this way: Peoplesfriends and colleagues have always played a role in shaping theiropinions. However, social media makes it easier and more conven-ient than it ever was to access and act on those opinions. This de-velopment is putting a nail in the coffin of companies that buildtheir business on a single unique proposition and then throw it outthere to see how many people will bite on it. Flexible relationship

marketing programs represent table stakes to participate in theeconomy these days.While economic volatility has crimped marketing budg-

ets, the business case for innovative relationship marketing pro-grams is more compelling than ever. Social networks present valu-able new reservoirs of customer intelligence for companies that canaccess and harvest the data. Always-on mobile communications andsmart phones can facilitate more relevant interactions, greater cus-tomer advocacy and significant boosts to bottom lines. Savvy busi-ness leaders can thrive in this new marketplace, but they need tounderstand the changing environment.

Peppers & Rogers Group and Digital Cement (subsid.Pitney Bowes Inc.) recently completed a study, Relationship Mar-keting 3.0, to assess how marketers are responding to the shiftinglandscape. The online survey was sent to senior level 1to1 Media

subscribers, and over 650 marketing executives responded. Thestudy shows that there is a serious disconnect between theory and

practice. For instance, 88 percent of the participants stated that theyare involved in relationship marketing and understand the impor-tance of building long-term relationships with customers. However,less than a quarter (24%) report they arespending the majority of their budget on enhancing relationshipswith retention efforts.

The New Realities of Relationship Marketing

Companies have acknowledged that say and spray mass commu-nications techniques may not be as effective as they used to be.And, while many companies have begun to embrace 1to1 commu-nications by tailoring messages and offers to different customersegments, this is no longer sufficient.

Customers increasingly get their brand messages from other cus-tomers and peersnot just from the brand itself. Peppers explains,The relatively small number of people with the most connectionsin a network exert influence through the cascading effect. If theseinfluencers say something positive about your product, it cascadesthrough the network. However, negative opinions and reviews frominfluencers also cascade.To be successful in the socially connectedworld, companies need to be aware of these cascades. Peppers con-tinues, Social networks are like the weather:

you cannot predict them any distancein advance. No matter how good youranalytics are, you cannot know the

future of social networks. In this sce-nario the only defense against an un-

just review or a cascade of bad news isyour organizations reputation for

trustworthiness.To build this kind of trust, companies need to know

more than their customers name and zip codes; they need to un-derstand all of the spheres of influence that affect their most valu-able customers, and then integrate that understanding into what,when, how and why they communicate with individual customers.In short, companies need to deploy relationship marketing 3.0.

Companies that thrive in this new relationship market-

ing ecosystem evaluate, improve and manage their relationshipmarketing capabilities in a more iterative, integrated and flexiblefashion than their competitors, notes Sharad Verma, President of

relationship marketing company Digital Cement, a Pitney Bowessubsidiary. Doing so enables companies to control what they cancontrol while establishing stronger, more durable foundations for

brand messages that a growing number of customers control andconvey through their own channels.

Conclusion

Relationship marketing would be much easier if a tactic could bedeployed and then put on auto-pilot for months. But it would also

be much less effective given the realities of the social media revo-lution, a volatile economy, and the adoption of smart devices andubiquitous connectivity.

Many of the examples cited in this paper reflect the im- portance of an iterative, integrated and flexible approach to rela-tionship marketing, often in dramatic fashion. Effective relation-ship marketing programs of this era do not have to be as dramatic.Instead, they quietly cultivate trust through relevant communica-tions across multiple channels with ever-increasing precision.These programs steadily replace incentive-fueled offers withvalue-added insights and information that fulfill each brandsunique promise, says Erickson. They limit the risks that flourishin the new relationship marketing ecosystem, and help companiesexploit new opportunities.

Despite the opportunities flexible relationship marketingprovides and the growing customer demand for these capabilities,the majority of companies have yet to leverage this opportunity.

Our Relationship Marketing 3.0 study reveals that mar-keters are trying, but just arent sure what to do. If you keep your

head in the sand, because you arent sure which way to look, when

you pull it out, you are going to be in trouble, concludes Peppers.Your customers are out there building relationships with friends,co-workers and your competition, and if you arent at the party,dont expect an invitation in the future.

S.SujitMBA I

Cover StoryP a g e 4

Relationship Marketing 3.0


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in the piece? As someone who isnt an avid

gamer, I was sort of shocked when I found

out that this practice was common. I equated

it to watching a trailer for a movie that you

are excited to see in the theater. You run out

and spend $15, but the scenes you were ex-

cited to see in the trailer arent actually in the

movie.The textures in game are in no way the

quality of these incredibly hyper real trail-

ers. Yet it doesnt matter. Its such an enter-

tainment, story-driven vehicle that it doesnt

matter.

There is a sense of them trying to pull a fastone, but if you know in advance that thetrailer is nothing like the game it excites youin a different way. You look at it as its ownstand alone thing not associated to the game

at all. You can appreciate it for the trailer, ittells a good story and it excites me. There area lot of factors that go into how you want to

portray your game. Pre rendered is usuallykind of a turnkey solution, you just tell anoutside vendor what you want and theyll goand do their own thing. The game companycan focus on working on the game. If you dothe trailer in engine, you have to hire on allthese other animators; its a lot more workinternally rather than externally The game

comes together in thetenth or eleventh hour andyou have to start the buildup for the marketing ofthe game months before

the game comes out. So if gamers understand this,why is it such a debate? Why should gamers carewhether the marketing of a game is done pre ren-dered or in engine? It is kind of a cop out for com-

panies to try to make their product look better. Ifyou are promised one thing and you get somethingelse that is going to cause controversy. If you aretrying to make the game look like a movie and thegame looks nothing like that, the gamer is going tofeel cheated because it doesnt live up to theirexpectations

GamedromeGamedrome is a international meet where all theBig Players of the Games like EA sports, RPG

Warcraft hold a Global Tournament of WarcraftDota, Counter Strike, FIFA, etc. and an UltimateChampion of Game is selected.During this tournament, every gaming player in

the industry have an opportunity to market their

new arrivals with a Unique Gaming Video, which

acts as a trailer to the game.

Pushan Bhat

MBA I Year

Marketing of Gaming Industry


Y o u r e g o i n g

through your DVR,

catching up on your

favorite television

program after a hard

day at work. A com-

mercial comes on and you are ready to

hit fast forward on the remote until you

realize its a commercial for a hot new

video game about to come out next

month. The game looks intense and

incredibly real. You think, damn I cant

wait till the game comes out so I can run

out and buy it. Heres the rub, the trailer

that you watched may have little to no

actual game play in it. The trailer often

is merely a marketing tool, a great visual

element to help tell the story of what the

game will be, but isnt exactly what the

game will look like and scenes from the

trailer certainly wont be in the

game. The question I have is, does it

matter? Should the game play and the

storytelling / marketing pieces be the

same or should the storytelling / market-

ing piece evoke the look of the world,

but not have actual game play involved

Market

Zapper is

very spe-

cial and

close to

my heart as it is the first issue

Markonomics-, Marketing Club

of AGBS Pune. This issue is re-

sult of tremendous hard work and

team work by the Markonomics

Team Members. Also I would like

to thank all those who sent us

their opinion and their sug

gestions to make MZ better. I

hope we go a long way and

achieve the milestone of being

the best newsletter ever.

Preeti Bajaj


6/12


7/12

Facts

of

Marketing

Once your business has a solid

customer base, it can cease

marketing. Fact: Perhaps you

can cut down on general mar-

keting but you must maintain

contact with your customer base

or someone will take them

away.

The more data you have, andthe more you know about yourcustomers, the better your mar-keting will be. This data isavailable from many publishedsources, or you can collect yourown by asking your customerslots of questions.

used with the brand name appearing be-hind it. Though the original logos werenever retired (you can still purchasevintage gear with the original logos), a

little over a decade after its inception thecompany opted to drop the brand name infavor of the Solo Swoosh.

AppleToday, Apple has one of the most recog-nizable logos in the world, but the com-panys first logo was a complicated mess

featuring Isaac Newton sitting under atree, apple dangling above his head. Thetoo-complex logo was scrapped after lessthan a year in favor of the iconic rainbowapple with a bite missing. When Steve

Jobs returned to the helm of the companyin 1997, the old rainbow was ditched infavor of a sleek, stylish monochrome apple which now features prominently onevery product the company sells.

Xerox

You have to hand it to Xerox: they havecome back from so many challenges from market changes to accounting scan-dals to keep on doing business morethan a century after the company was

founded. These days it seems like theyspend more time trying to keep their com-

pany name from becoming a common

verb than actuallydoing business, butthey bravely soldieron. Their most re-

cent logo reflectsthe companys de-sire to prove that they are more thanjust copiers.

IBMName changes, mergers and changingtimes amounted to a century of logoupdates from IBM. However, the mostrecent logo has remained in place fornearly forty years now while the ma-chines sold by IBM have changeddramatically.

Contributed by:Mithu Chakrabarty and Nidhi GargMBA 4th SemesterAGBS, Pune

f a m o u s l o g o c h a n g e s o v e r t i m e


Ac o m p a n y s

brand is asuccinct but

comprehen-sive embodi-ment of eve-rything the

company stands for. The best logos arerecognizable, memorable and let youknow what the company is about with just a glance. But even the biggestcompanies in the world have to changewith the times and grow as their brandgrows. While rebranding is an expen-sive (and sometimes risky) undertak-ing, these companies have thrown cau-

tion to the wind and changed their lo-gos and most of them have done itover and over.

PepsiOfficially trademarked in 1903, Pepsi-Cola has gone through many changesover the years. Though each individualchange wasnt drastic, the evolution

has led to a logo with no trace of theoriginal. This shouldnt come as a sur-

prise considering the first few iterationslooked surprisingly like the logo of

their main competitor, Coca-Cola. Thelatest of these changes took approxi-mately 5 months of research and cost inthe neighborhood of $100 million(including costs of changing old logosand marketing literature).

Nike

Nikes famous Swoosh logo is uni-

versally recognized. Created in 1971by a graphic design student at PortlandState University (who was paid just$35 for her work), the logo was first


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Industry interface

In the first issue of our newsletter -Marketzapper we bring you to a platform wherewe establish a link between the industryand students. Industry interface is thatpart of MZ which facilities the same. Inthis Column we try to bring students faceto face with eminent industry profession-als by the way of interviewing them per-

sonally.Now presenting you the interface we hadwith Mr.Shashank Kotak who is the(Head Postpaid sales)What was the Aircel strategy to become

local player to national player?Aircel was operating within Tamil Nadufirstly and then started operating in J&Klater, after collaboration with Maxx whichis a Malaysian company they decided toexpand Aircel operations nationwide.How does Aircel as a brand Positionsitself?

Aircel like to position themselves as mo-bile internet company and not only tele-phonic conversations.Does Aircel has any plans to tie-up with

blackberry etc. to give better pocket

internet service?

We have already tied-up with blackberry,we have launched our own Aircel mobile

phones to give our customer better ser-vice, we are also in talks with googlewith whom we are planning to makenew devices to give better internet ser-vice.

What is the Marketing strategy tooutplay new entrants?

Aircel is one of the fastest growing tele-com company as we have received manyawards for the same as well. Our bestmarket strategy is MS Dhoni being thebrand ambassador for us. MS Dhoni is a

success story in himself and has gotglory to India in terms of T-20WC &2011WC. So, MS Dhoni being the brandambassador gives us lot of help in termsof portraying our success with his. Ourmain focus is Youth as they are the ones

who requires pocket internet the most.How far do you think Customer carehas helped Aircel?

We make our action plans based uponcustomer feedback. We are one of thebest network providers. Also ranked bestfor our customer care service.

What is the focus of your Sales

strategy?

We do not say that we want to beno.1 but we want to be the best in

mobile pocket internet and also to bedata oriented and b sustaining.Does Aircel takes up Corporate

Social Responsibility initiatives?

Aircel is working for the SAVE

TIGER project. This initiative has

gone a long way. It has helped us to

create awareness amongst people

about saving tigers. People are now

coming forward to help save tigers.

Aircel does not any how relate it to

business opportunity but yes it has

given brand awareness. Aircel do

not take any advantage of relating

this initiative to their business.

Interview By

Akash Bhatt

MBA I

Aircel in Talks with Google

P a g e 8 N e w s l e t t e r T i t l e

TOP 10 COMMERCIAL ADS

1. Sunfeast2. Titan3. Coke4. Indusland Bank5. Beetal6. MP tourism7. Alpenlebe8. Religare9. Lava mobile10. Dominos

TOP OF THE TOP IN INDIA

TOP 10 AD Agencies

1. Ogilvy & Mather2. JWT (J Walter Thompson )3. Mudra Communication4. FCB Ulka Advertising Ltd5. Rediffusion DY & R6. McCann Erickson India Ltd.7. RK Swamy BBDO Advertising ltd.8. Grey Worldwide (I) Pvt. Ltd.9. Leo Burnett India Pvt. Ltd10. Contract Advertising India Ltd


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"enlightened." Now, as he leavesthe darkness behind, he encountersDaddu once again still under thesame tree. While Mr Chimp had

transformed into a civilized mortalbeing, our "intelligent" could wit-ness no such change.Reason? It's Mentos, ladies and gentlemen!!! The brainstimulator... rejected by the grass-eater and devoured by ourbrain-meter.Dimag ki batti jala de!But what's on the penalty plate?Well, now it's his turn to pull the new-born Mr Intelligent,happily riding his stony cart while it rolls on his freshlyinvented round wheel.Sorry Daddu.Review: Well, TV com-mercials can be classi-

fied under various cate-gories. While some be-long to the genre of ab-solute non-sense, somefit into the family of in-telligent, bizarre andhumorous ads. But whenit comes to the TVCs of Mentos, they could only be definedas intellect stimulants - bizarre in concept and humorous inessence. Still the commercial succeeds in carrying a pinchof wacky fun in it along with its elixir of intelligent odd-ness.When discussing TVCs, ITC Ltd head of marketing HemantMalik said, "A commercial is an immediate success when itgoes un-ignored."Same goes for Mentos' TVC. It is faithful to its tag-lineDimag ki batti jala de! You can either love it or hate it. That's your call. But whenit comes to ignoring it the answer is a big fat NO.

S.SujitMBA I

'Dimag ki batti jala de' - Mentos' new TVC

P a g e 9V o l u m e 1 , I s s u e 1

Famous poet and writer Martin Dansky once said, "Change isat the very core of evolution and without it, all creatures wouldlook alike and behave the same way."

Mentos mint's TV com-mercial is here to provethe same.Mr Chimp has no brainsyou see. He gets bulliedby Mr Donkey, theauthorised owner of allthe brains on earth.While Mr Donkey,

"Daddu" of the huge but cute ape, enjoys his ride on the wheel-less cart, our pitied forefather slaves to pull the heavily loadedwood piece through the stony rugged jungle road.Let Ad Disect unfold the story to you first.

Our history books say that the evolution of mankind took placethrough various stages. Remember the picture in that squarebox which showed our dear heavy little ape finally becoming atwo-legged man from a four-legged animal? Yes you do.Nouse going back to your 4th-standard history books. They don'thave the answers. Then who does!!! Let Ad Disect do the hon-ours of unfurling the secret to you. And here it comes.When Mr Donkey is absolutely tired of enjoying the joy ride hedecides to take some rest. Both the slave and the master parkthemselves under a tree where Mr Chimp finds a little pack. Ithas "Mentos" written on it. Mr Chimp offers the little pack tohis master but the ruthless master rejects it and goes off tosleep.Mr Chimp is tempted. He opens the pack, stares at the whitething inside, smells it and finally allows his mouth to engulf it.

Within seconds, transformation is witnessed. He starts running,not on four, mind you, but two. Surprised!While running, he decides to get civilized, and hence covers hishush-hush zones to maintain some confidentiality.He enters a cave. It's dark inside. The chimp-turned-cavemanlights some fire striking two stones against one another. Hekeeps running as though he were running in the Olympics! Andfinally when he reaches the cave-end "there is light" and he, the


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S n a p s h o t o f c l u b a c t i v i t y

P a g e 1 0

I n s i d e S t o r y H e a d l i n e

Caption describing picture or

graphic.

N e w s l e t t e r T i t l e


11/12

Telecom sector-By Akash Bhatt

100% FDI allowed

GDP contribution is3.3%

Overall telecom industryrevenue in india stood at

136,833 corore

Hospitality & Tourism Sector-

By S.Gaurishankar

Tourist arrival are projected to increase by over 22% peryear

Medical tourism is projected to increase by over 30% per

year Government campaigns to promote tourism by initiative

Incredible India.

AutomobileBy Rajnikant

India manufactures over 11million vehicles

Exports about 1.5 million

every year.

It is the world's second larg-

est manufacturer ofmotorcycles

India's passenger car and commercial vehicle ma nu fa c-

turing industry is the seventh largest in the world Making the country the second fastest growing automobile

market in the world

Our club coordinator Preeti mam has always been a great sup-port for any and every activity that we take up. I put forward ourgenuine thanks for being supportive in all we do. I also extendmy immense thanks to Rajanikant (President of team marko-nomics) and all the members of the team Markonomics.

Sincerely,Varsha manher(vice president)Team markonomics.

M a r k o n o m i c s - t h e l e g e n d i n t h e m a k i n g

P a g e 1 1V o l u m e 1 , I s s u e 1

To start with, the idea of forming a veryown Marketing club of our college, Teammarkonomics was been made keeping inmind the vision of infusing the knowledge

of marketing as a domain into the knowl-edge bank of our students. Since its incep-tion we have been working to make every event asuccess story in itself and we have never missed anychance where we can associate ourselves with the studentsand Impart the sheer knowledge and information that is notonly our mission but also for the benefit of our students.As any team has to be formed and members have to be se-lected, a contest among the nominees was taken up whereinthe participants had to qualify a marketing puzzle and an admaking completion. The judges concluded 4 of us as the coremembers and 5 as active members to the club.After forming the team, came the naming where the club wasgiven the name MARKONOMICS and the same was inau-

gurated our our respected Dean maam Mrs. Chabbi Chavan.

On the same day, we held our very first activity named Sitare

Ishtehar Dewhich was a contest based on brand awarenessand brand knowledge. Thereafter we have taken up anotherevent named Industry Gyanshala keeping in mind the in-

dustry knowledge that our students require as a part of theirindustry interest and awareness. Till now we have covered 6industries in total and more are upcoming in the line.

Highlights of Gyan Shala

IT SectorBy Pallavi wadhe

IT industry is now envisioned to be-

come a US$ 225 billion industry by2020.

India's IT industry is expected to growat an annual average rate of 18% in the next five years.

FMCG sectorBy Nitant & manmeet

Annual Revenue is $ 14.74billion

Market growth rate rural40% , Urban 45 %

CAGR - 9%

Logistics Sector-By Reena yadav

Transport sectors contribution to Indias GDP is esti-

mated to be around 7.6% in 2006-07

Road transport has a dominant role in this contributionwith a share of 4.7% in Indias GDP.

Logistics costs in India are estimated to be around 13% ofthe GDP, which comes to around US$94 billion in 2005-06.
http://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Motorcycle


12/12

Brainstorming1. This world famous direct marketing company was founded by Rich Devos and Jay Van Andel

in 1959. Name it?

2. Which international soap brand was marketed as having a purity of 99.44/100%?3. Which company launched '.Beat' range of hi-tech watches in India?4. When the newspaper was first published in 1838 in Mumbai, it was known as 'The Bombay

Times and Journal of Commerce'. How do we better know this today?

5. Name the author of the book 'Avenues of Advertising'?

6. Alisha Chinoi made her debut as a singer for an advertisement jingle. Name the brand forwhich she first lent her voice?

7. Which brand got its name from a Sanskrit word which means "Priceless"?

8. Which international brand was founded by Adrian Dasley, Larry Hillblom and Robert Lynn?

9. Identify the brand which means 'Three Oceans' in English and has it's motto as "Saving theEarth and Serving its People".

10. Name the brand of pocket watch used by Mahatma Gandhi?

11. Which international corporate has 42 dots in its logo?

12. How do we better know the Fabbrica Italiana Automobili Torino?

Send your answer [email protected] and win exciting prizes... Hurry!!!

F a c t s , m y t h s & f u n

CHECKYOUR

MARKETINGKNOWLEDGE

Invitation For ArticlesDear Students,We the editorial committee herebyrequests all students as well as the

faculty members to contribute articlesupon any topic related to Marketing forour e-newsletter Market Zapper .Our goal is not only to capture the newsand events in the field of marketing, butto break new ground in naming, framing,and analyzing the issues and to help setthe agenda for future research.

Thank You,Marconomics Team

Up Coming eventsPiggy BankCase StudyAd WarQuizAnd manymore

The Coca-

Cola namein China was first read

as "Kekoukela", meaning

"Bite the wax tadpole"or "female horse stuffedwith wax", depending on

the dialect. Coke thenresearched 40,000 char-

acters to find a phoneticequivalent "kokou kole"translating into"happiness in the

Facts about customer experiences and

referrals

A good customer experience is told to 8

other people

A bad customer experience is told to 22

other people

It takes 10 good experiences to make up for

one bad one70% buying experiences are based on how

the customer feels they are being treated

Facts about customer service and con-

tact centers/call centers

Executives know that upgrades in contactcenter technologies will not help unless com-panies also change the way their peoplework

A good customer service strategy should

balance costs, quality, and revenues. Com-panies that restructure call centers in thisway can often cut their costs by up to 25%and boost the revenue they generate by asmuch as 35%, thereby transforming theminto strategic assets providing a competitive

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