marksman - october final issue

7/29/2019 Marksman - October Final Issue

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MARKSMANJ SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 3| ISSUE III| OCT 1

The

SH TGUNMARKETING

SPECIAL STORY

FROM HIGH SPIRITS TO A

GHASTLY CRASH- DILUTION OF

BRAND MALLYAPage 11

FEATURED ARTICLEngnam Style viral effect of the video

.. Page 0

.. Page 17

TETE-A-TETEAmbi M G Parameswaran

ED and CEO,

DraftFCB Ulka Advertising

..Page 15

Hall-MARK CAMPAIGNS

.. Page 07

Vodafone goes animated this grand prix...!


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EDITORS DESK

1 OCTOBER 2012

DearReaders,WelcometoyetanothereditionofTheMarksman,yourfavouritemarketingperiodicalwhich promises to refine your marketing acumen. We thrive to bring you integratedmarketinginsightsthatwouldperseveretocultivateyourmarketingskillsandexpertise.

Our Cover Story discovers a unique concept for maximum impact SHOTGUNMARKETING, A UNIQUE CONCEPT FOR MAXIMUM EFFECT, covers an ambit ofshotgunapproachesthatincreasetheoddsofhittingatarget.Our Special Story FROM HIGH SPIRITS TO AGHASTLYCRASH- DILUTION OFBRANDMALLYA highlights the dichotomy betweenMallyas brand quotient and themarketingfauxpascommittedbyhim.FlexyourmarketingmuscleswithBUZZandkeepabreastofdevelopmentswithourADITUDE,BOOKWORMandTWEETS.Delveintousefulinsightsofbrand AmulwithBRANDMARKIVE.WealsotakeyouthrougheventsthroughourREWINDsection.TheissuealsocapturesaTETE-A-TETEwithAmbiMGParameswaran,EDandCEO,DraftFCBUlkaadvertising,Mumbai.He throwssome lightandprovidesuswithusefulinsightsonintegratedmarketingcommunication,brandbuildinganddigitalmarketing.Our Featured Article of the month talks about Gangnam Style the viral effect of the

video, and how it has become ubiquitous and has been able to transcend global

boundaries. We would like to congratulate the winner of the featured article DebduttaRoy.

Wehopethisissuemakesaninformativeread.Ourendeavourcontinuestobeabletoaddmorevaluetoyour readingandweareworkingincessantlytowardsit.Readontofindoutforyourself!Letusknowyourthoughtsandbesuretocomevisitusatwww.interfacesimsr.weebly.com/the-marksman

formoreofthelatestintegrativemarketingnewsandstories.HappyReading!Cheers!!TeamMarksmanTheInterfaceTheMarketingClubofSIMSR
http://www.interfacesimsr.weebly.com/the-marksmanhttp://www.interfacesimsr.weebly.com/the-marksmanhttp://www.interfacesimsr.weebly.com/the-marksmanhttp://www.interfacesimsr.weebly.com/the-marksman


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CONTENT

TWEETS

BRAND

MARKIVE

Its all

About

AD-itude!

Hall-MARK

CAMPAIGNS

SqAreheaD

TETE-A-TETEREWIND

FROM HIGH SPIRITS TO AGHASTLY CRASH- DILUTION OF

BRAND MALLYA

SPECIAL STORY COVER STORY

SHOTGUN MARKETING

A Unique Concept for MaximumImpact

FEATURED ARTICLE

Gangnam Style Viral effect of the video

HE MARKSMAN 02

.. Page 05

.. Page 14 .. Page 15

.. Page 20

.. Page 11 .. Page 08

.. Page 17

.. Page 03.. Page 04

.. Page 07

BUZZ

.. Page 21BOOKWORM

.. Page 19


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Cafe Coffee Day ventures into print forfirst time

CafeCoffeeDayreleaseditsfirstprintad

onFriday,28September,asafalsecoverinTheTimesofIndia.Withtheheadline,"You'll never run out of reasons to hangout", the adshowcases the combodealsintroducedbythecoffeeshopchainonthefrontpage,andsomefuntakeawaysfromwhenCafeCoffeeDayfirstbeganontheflipside.

Reliance Communications & WhatsAppenter into exclusive partnershipReliance Communications, India's fullyintegrated telecommunications serviceprovider, today announced theirexclusivepartnershipwithWhatsAppinIndia.ThroughthispartnershipRelianceCommunications has launched first ofits kind prepaid plan WhatsApp Planfor all Reliance GSM subscribers andMy College Plan for students acrossthe country. Reliance GSM customerscan now enjoy unlimited usage ofWhatsApp and Face book across thecountryatanominalfeeofRs.16permonth only without paying any extradataconsumptioncharges.

Jabong awards creative duties to DraftfcbUlka

JabonghaschosenDraftfcbUlkaasitsnewcreative agency, following a multi-agencypitch thatsaw participation fromabout fivesix agencies. The e-commerce site hadrecently awarded its media mandate toZenithOptimedia.

ZEE to invest Rs 100 cr. in edutainmentventureZEE recentlyannounced the launchofZeeQ,anedutainmentchannel,makingit the 32nd channel to join theNetworks already existing bouquet of31 channels. The 24-hour channel isslated to go on air from November 5,2012.

Sony Mobile launches Photo HoppingInstagram appSony Mobile has launched thePhotoHopping Instagram app for itsXperia devices, which enables users tocreate a personalised photo tour, basedon their interests. The app, created by

LBi, is built on to Instragrams API andallows its users to create music videosusing photographs from the app fromdifferentcitiesaroundtheworld.Theappisfreetodownload

TWEETS

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In keeping with their tradition to advertise Cadbury Celebrations before Diwali,Cadburyhas come upwith anewad this year too.With tag linereading TohissDiwaliaapkisekhushkarenge,itissuretomeltyourheartsjustlikethechocolatedoes.Theadstartswith,Steve,anAmericancomingtoworkforanIndianfirm.Hemeets

Nitinintheliftonhisfirstdayofwork.StevehasdifficultyeatingtheIndianfoodasheisusedtoeatingwithforkandspoonanddoesnotunderstandhowtoeatroti.Hetriestounderstandcricketbyrelatingitwithbaseballonly tobediscouragedbyhiscolleagues. He also feels left out of conversationswith his colleagues asmost ofconversationisdoneinHindi.StevesstruggletofitinisseenbyNitin,whoalongwithhis colleagues decides to decorate his cubicle on Diwaliandgive hima CadburyCelebrationasagift.Steveistouchedbythegesture.TheTVCadaddressissuesoffeelingoutofplaceinaforeigncountryandwhatonecando to make sure that people feelwelcomed in anewenvironmentapart fromstrategicallyplacingCadburyCelebrationasagiftthatcanbegivenduringDiwali.

TheseprintadsweredesignedduringGaneshotsav2012. TheTimesofIndiaeveryyearrunsUtsavMoortiSanmanacompetitiontoadjudgethebestGaneshIdolinthefollowing categories, Best Idol and Best Eco-Friendly Idol. TOIs ads are aninvitationforparticipationinthecompetitionintheBestEco-FriendlyIdolCategory.EveryyearduringGaneshotsava lot ofGanesh Idolsaremadeandimmersed into

thewaterbodiesinandaroundMaharashtra.MostoftheseGaneshIdolsarenoteco-friendlyandcausewater pollution.TOIs ads encourageusingeco-friendly idolsoridolsmadefromrecycledmaterial.Theirtaglineofrecyclingfaith,hope,devotionandprayersreiteratesthis.

Media: PrintClient: Bennett, Coleman & CoCorporation: Umbrella Design

Media: TVCClient: CadburyCorporation: Ogilvy & Mather

HE MARKSMAN 04

Its all about AD-itude!


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BRAND MARKIVE

MUL isacompany thatwe have come to know for itsdairyproducts and timedvertisements.Littledoweknowthatitsconceptionissteepedinrichhistory.Letkealookatit.

all started in 1946, in Anand-a village in Gujarat, due to the exploitative tradactices followedbylocaltradecartel.Angeredbytheunfairpractices,andundeeadviceofSardarVallabhaiPatel,theygotridofthemiddlemenandformedthewnco-operationwhichwasinvolvedinprocurement,processingandmarketingoilk. Initially knownasKairaDistrictCo-operativeMilkProducersUnion, it starteth two villages and 247 litres of milk and grew from strength to strength undadershipofTribhuvandasPatel,thefounderChairmanandlaterfrom1950undeecommittedprofessionalismoflateDr.VergheseKurien.

itnessingAMULsgrowth,otherunionsinotherdistrictsstartedtocropup.Inordesaveonadvertisingcostsandavoidcompetingagainsteachother,theycombinerces to formGujaratCooperativeMilkMarketingFederationLtd. (GCMMF) - apexmarketingbody.TheKairauniontransferredthebrandnameAMULtoGCMModayGCMMFisIndiaslargestfoodproductmarketingorganisationwithadaily

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ocurementofapproximately13millionlitresperdayfrom16,117villagemilkcperativesocieties.omeotherfactsaboutGCMMF:is IndiaslargestexporterwithmanyproductsavailableinUSA,GulfCountrie

ndAsianCountries.

hasbeenawardedTradingHousestatus.asbeenreceivingtheAPEDAawardforExcellenceinDairyProductExportsfelast13yearsfromIndianGovernment.is also the only company from India to win International Dairy Federatio

arketingAwardforpro-bioticice-creamlaunch.

oday,whenwethinkofAMUL,theonethingatcomesforemosttoourmindistheAMUL

utteradvertisements.Theadsbeganin1966henSylvesterDaCunha,washiredtodesignnew ad campaign for AMUL butter. He

ameupwiththeAMULmascot,acuteandubbygirlusuallydressedinapolkadot

And the tagline, Utterly Butterly Deliciou

Amulisjustascatchy.Thebrandrecallfthe Amul girl is phenomenal across Indtoday.Andthebiggestreasonforthisisthtopicalnatureoftheads.

hese ads cover day-to-day issues.hehumourintheadsisincisiveandnny.OvertheyearsAmuladshaveome under criticism for making adsncertaincontroversialissuesliketheaxalite movement in West Bengalnd Indian Airlines pilot strike. Themuladcampaignhascompleted50ears and has entered theGuinnessookofworld

esswhichtodayhasbecomeuniversallyrecognisableinIndia.

recordsforthelongestrunningcampaignintheworld.

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BRAND MARKIVE


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Vodafone goes animated this grand prix...!Hall-MARK CAMPAIGN

7 OCTOBER 2012

2012GrandprixisgoingtobeheldonthesoilofIndiaon28thOct2012,thehighspeedactidear-splittingroarofengineswillbeexperiencedonemoretimebyBuddhInternationalcircuiodafonebeingassociatedwiththiseventandtakingittobethebestopportunitytoconnectwe customers is pitching in with its new animated advertisement which at the end of it asstomerstotakepartinitscampaign.isa35secondadvertisementwhichinvitesenthusiasticcrowdtobecomeapartoftheVodafonclaren Mercedes team in Airtel Indian Grand Prix, 2012. This ad features two animateterpillarswalkintothecarstocompeteinarace,butascarsstartoffwithhighspeedtheyareleeathlessandastonished.Towardstheend,theadasksLoveRacing?andurgesthepeoplegontoVodafonessitesothattheycanhaveachancetojointheirteamatthe2012AirtelIndiaandPrix.y thiscampaignVodafonegivesviewersachance tobethe luckyones tostaywith the team

vel with the team and participate in various events with them. Through this campaign, thewerswontonlybeclosetotheeventbutactuallybeapartofit.Theyalsohaveachanceteetthedriverandsharethepitwiththeteam. eTValongwiththedigital, radio,outdoorandprintwillbethemost importantmediumfor thmpaign. Airtel being the title sponsor for the AirtelGrand Prix, there is going to be a tougmpetitionandlookingatthewayVodafonehasbeencarryingthiscampaignithasnotleftanoneunturnedtobeoneofthemostimportantsponsorsofthisspeedlovingsportandatthesamme,beintheeyesofthoseenthusiasticspeedlovers.


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Shotgun MarketingA Unique Concept for Maximum Impact

The marketing universe came into existence in the 19th century and the first promineentitieswerethe4Ps.Theythenpavedwayfor4Cswhichinturnyielded4Vs.Therewe

also7Pswhichwereintroducedsometimeinbetween.Today,therearesomanyconcepthattherearevirtuallynorestrictionsforthebusinesscommunitiestoperformatagloblevel.Today,thereisnoSilkRoutewhichallowsatradertowalkdownthetroddenpathandas successful as his/her predecessor. It is an all out competition (WWE Royal Rumbstyle!).Stalwarts of the industry try to oust competition from the single arena. Thereacollusions,divisions(Cartelizations,Acquisitions,Divestmentsetc.)tohelpstrengthenonepositionandweaken thecompetitors. Todaysmarketingworldrequiresnewerandmospecific strategies instead of the ones which can clearly be applied to all forms

businesses,whethertheproductisbreadorarmoredpersonnelcarrier.Thishighlightsthfactthatmorethemarketingbudgetis,morediversifiedthemarketingcampaignscouldbHowever,howdosmallercompaniesmakeanimpacttograbachunkofmarketshare?There are a number of innovative marketing techniques that have been seen utilizesuccessfully in the recent past. Such attempts have not been made at a grand sca(utilizing television/radio for promotion, or sponsoring events on national or internationlevels).Yettheyhavebeencosteffectiveandquiteemphatic.Forexample,the FlashMobhavecaughtthepublicattentionquitesuccessfully.The concept of Flash Mob- it must be pointed out- allegedly has originated from Hinmovies/musicals where the moment an actor starts to sing or dance out in the street

suddenly every complacent passerbyerupts inadance frenzy as though his/hersurvivdependedonit!Itjustcannothappeninreality.Itispreciselywhyaflashmobperformancstandsout.Imaginethatonafineday,youarenormallywalkingtoworkandsuddenly-toyourgresurprise-allindividualsaroundyoupulloutpillowsandstarthittingeachotherwithitinalighearted brawl! This is exactly what happened in Toronto in 2005. Thanks to thphenomenon,wenowhaveanInternationalPillowFightDay!Such a marketing technique has been categorized in various domains including guerimarketing.However,thisarticlehighlightstheimpactaspectofthisandsimilarstrategies.

flashmobcanbeexplainedunderanotherformofmarketingwhichiscalledShotgunMark

HE MARKSMAN 08


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ng.Inmostinstancesofitbeingused,ShotgunMarketinghasbeenperceivedasanegativeformarketing.Expertssaythatitisanineffectivemodeofcommunication.Beforewedelveintothalysis,letusfirstdissecttheShotgunmarketingphenomenon.enomenclaturecomesfromtheweaponofthesamenameandthewayitworks.Tounderstanwashotgunworks,thereisnoneedtolookforaweaponsexpert.JustaskfansofgameslikearsofWar,Doom,CallofDutyorBulletstormandtheywouldgladlygiveyoudetailswithlucid

likeanyoneelse!Shotgunisusedforclosequartercombats.Insteadofstandardaim-and-shoot,onesimplyhasintitinthegeneraldirectionofthetargetandsqueezethetrigger.Theimpactareaishuge.

me(ifnotall).Ifaparallelistobedrawn,imaginethrowingabunchofmagnetizedstickersatthfrigeratorinonego,andexpectingsomeofthemtostick.hotgunmarketingisaconsideredasawildstrategybymanybecauseitdoesnothaveawayantifytheimpacttillthe shothasbeentaken.Letusrevisittheexampleofthenewcoffeeshoyourneighborhood.Theownercancountthenumberofhousesbuthowmanymembersresidin

typicalShotguncampaignisaimedeitheraselectgeographicalareaoratargetedgment of the market, as the followingamplewillelucidate.coffee shop newly established in yourighborhoodwouldmostlikelydealinthe

hotgunformofmarketing.Itwoulduseitsmited budget to create awarenessmongstindividualswholivecloseby.Thisitepossiblewouldbedoneeasilyinthermofpamphletsoroffersbeingdroppedall homes in the immediate vicinity. Aellmadepamphletwithappropriatevisualpealissuretoattracttheattentionof

in those houses would actually fall into thecustomercategoryisunknown.Therefore,thereisdistinct possibility that the right audience is nreached despite huge quanta of resources beinutilized. Just because all stickers are magnetizedoes not mean all of them would stick to th

refrigerator. There is always a certain leveltargetingneededforsuccessfulapplicationofshotnstrategy.Thisiswhatthecriticsforgetwhilegivingtheirjudgment.

egamersthatweaskedyoutotalktoearlierwouldvouchforthefactthatthisweaponisusestagainstanumberofopponentsinclosespaces(Withimmensepleasure-theyadd!).Heneroneidentifiesatargetmarket,itisimportanttogetclose(understandthemarketabitbetter!dthenutilizetheshotgunmarketingtechniques.(Formaximumimpact,gamerslovesneakinguenemiesandsurprisingthemwithshotgunshots!)ramorecomplexuseofthetechnique,letusconsidertheexampleofthefollowingfranchise

arketingcases.

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COVER STORY


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ed RobertLudlumsTheBourne LegacywrittenbyEricVanLustbader.ThisgentlemanhaencreditedforaddingsevenmorenovelstotheBourneseriespickingupfromthepointwheobertLudlumleftoffin TheBourneUltimatum.Moreover,thefirstoneoutofthesesevenhaeadybeenmadeintoamoviewhichhasyieldedthelatestchapterintheBourneuniverseinthrmofthegrittyJeremyRennerreprisingtheroleofthesuperspy.

emember the successful Bourneries by Robert Ludlum? The gritty

ason Bourne today has become theemodelforspycharacterloverswhove now become divided over theiryaltytowardsMr.JamesBond.Someythat,becauseofJasonBourne,theond loyalists have been left shaken,t stirred! The world fell in love withr.Bourne(whosebadmemorymadengs all the more interesting), thanks

thequalityinputsbyRobertLudlum.terTheBourneIdentity, TheBournepremacy and The Bournetimatum,therecametolightabook

Before the book was written, its target market waidentified as all spy book readers includingLudlumfans.TheBourneIdentitywaswrittenin1980andthmoviewas released in2002. Its stupendoussuccewas perceived correctly by Eric Van Lustbader. Hidentifiedtheopportunityandwrotethenextchapterthe book by the name of The Bourne Legacy. Thbook was written with permission from RobeLudlums estate and was released bearing Ludlumname. The shot paid off. Even though hardco

Ludlum fans rejected it, it managed to revive thLudlum brand and capture newmarket of spy noventhusiasts.AnothersuchattemptisarelativelylesseknownDouglasAdams, And AnotherThing? writtebyEoinCoifer.ThenewBonafideartistshavejuicedoutlegaciesto

e last drop andmarketed a brand to its last bit. They have utilized the Shotgun Strategycreaseawarenessamongstanot-so-discreetly-segmentedtargetmarketsandcapturedabulkoe same. Most importantly, Shotgun strategies are memorable and can be used for bran

omotionsifdonecorrectly.

onsidertwobooktitleswhichmadeitbigridingonthefranchiseewaves.Itisarelativelysuccessfulpracticeinwritingcircuitsbutthese2havebeenexceptions.Theobjectivehereistoustratethekindofmarketingtactics(includingshotgunmarketing)thathavebeenutilizedtojuicteveryounceofpotentialinasuccessfulbrandandhowthetargetmarketwasacquired.

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FROM HIGH SPIRITS TO A GHASTLY CRASH- DILUTION OF BRAND MALLYAOnceabusinessmanaccostedaNewYork

City bank to avail a loan of $5000 forbusinessinIndia,foraperiodoftwoweeks.The loan officer enunciated the need for aloan guarantee. The businessman offeredhis Ferrari, parked in the lane, as securityagainst the loan. The loan officer and thebank President mocked at thebusinessmans inanity. After a fortnight thebusinessmanreturnedandrepaidthemon-

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-eywith interest. The flummoxed loan officer, now sentientof the businessmans identwas inquisitive to know the reason for his action. To which the businessman ripostewhereelsewouldIgettosafelyparkmycarforalowlysumof$15.41fortwoweeks?ThmanwasnoneotherthanVijayMallya.

MALLYAS BRAND QUOTIENTA brand is something that createsperception in themind of the consumsothatheisreadytopayapremiumfo

The name conjures an image ofcharismatic, larger than life persothrongedbybikinicladmodelsonayacIndianEmpress,quaffingonKingfisheandauthenticatinghimselfastheKinggoodtimes.IstodaysVijayVittalMally

the same thrifty businessmanorhas hbeenconsumedbyhisownimage?

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it.When you thinkof Kingfisheror UnitedBreweries, the first thing thatcomes toyomindistheirowner-Dr.VijayMallya.Suchishis brandrecall.Hehasembodiedallthath

brandstandsfor-fun,highlife,breakingawayfromshacklesandcelebration.


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eissynonymouswithhisproductsandservices.He

thebrandmascot.Heisthebrandsknightinshiningmour. Other brands shell out handsome sums tosociate themselves with a celebrity, but in case ofandMallya hehimself is the celebrity.Cananyonetterpersonifyabrandthatsays Kingofgoodtimes,anapersonwith25abodesacrosstheglobe,

0 vintage cars and married twice but enjoying achelorslifeanddolinghiswealthonTipuSultansword or Mahatma Gandhis belongings. He is the

ands value proposition and Kingfisher is thefering.

WOT ANALYSISn amazingmarketer whomade himself the prosopopeia of his products. He once said I awaysclaimingthat24x7 isnotenoughIlovechallenges.Heisanachiever,winnerofmanortingeventsandisflamboyancepersonified-showedrestrainedIndiansthatindulgencecousobeawayoflife.

eprobablyforgottodrawalinebetweenbusinessandhobbyandtookrecklesssteps. Kingfishlines, Force India, Royal Challengers Bangalore stand testimony to this fact. His calloitudetowardshisemployeesisnearinginhumane.Hecarouseswhiletheycommitsuicide,takycutsandstageprotests.

scloutwiththebureaucraticclassgotFDIinaviation,whichisthesilverliningonhisblackclou

venat56hebetrays his ageandexudes vibesofyouthfulnessandanintoxicating vigour.Hfferentiates himself not only from his age group but also from his business rivals. All bsinessmanandsuccessfulpeopleexemplifyhardwork,dedicationandasombreimagebutthanexemplifiesgusto.Thisnotonlydemonstrateshisrisktakingappetitebutalsoconfersonhimuniqueidentity.

BRAND LIFE CYCLEIntroduction- Born with a silver spoon in hmouth,whenMallyainheritedfromhisfather27yearsofage,peoplethoughthewouldfrittaway all, but he wanted to prove everybowrong.GrowthandMaturity-Ridinghighonspirits,h

setout topilotahumungousmechanicalbiKingfisherwhichguzzledallhisriches.Decline-Andtodayherunstheriskofforfeitinhisrecessionproofliquorbusinesstobuoyhsinkingaircraft

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Wrongmarketingstrategiesinthedeclinestagandfalteringonsocialresponsibilitymarketinwhen Kingfisher airlines was at the helmbadtimesitsowner,whopersonifiedthebrancontinued to have a good time creatingconflicting image. Marketing strategies shoumutate toaccommodatemutations in the tasenvironment as well as the broa

environment. In an industry such as aviatiowhich impacts the investors and society, thattitude only fuelled anger and negativagainstthebrand.

etakeoffwassmoothbutthelandingisrough.TosurvivetheinclementweatherMallyahashmoozewithjuniorbureaucratsforfavoursandfaceflakfromthemedia.Anonbailablewarrasbeenissuedagainsthim.Herecentlysaid,Themediaarehavingagreattimeslammingmt themcontinue theirwildand inaccuratespeculation. Iwillproveallofthemwrong.WhethandMallyawillresurrectornotonlytimewilltell.

wnalotofmoneywhichwouldhavefructifiedore had it been used on a flourishing brand.isnotonlyblewafinancialblowtothebrandtalsocastashadowonitsimage.ckofresponsetofeedbackandlackofcontrol-

andhijioncesaid, Alcoholisnottheanswertoquestions.VijayMallyaoncesaid Alcoholist theanswer to allquestions, but if youdontttheanswer,ithelpsyouforgetthequestion.e followed exactly this in case of Kingfisherlines. In spite of feedbacks in the form ofancial statements he did little to veerngfisherairlinesbackonthepathtosuccess.

spiteofgettingalotof timeon leaseduetohispoliticalconnect,hefailedtocapitalizeonthportunityandreviveKingfisherairlines,jeopardisingUBintheprocess.HenowrunstheriskingreducedtoanominalheadatUBbyDiego.

RKETING FAUX PASverconfidenceandcomplacence-Whenitdawnedon AirDeccanthatitcouldnolongerkeeoat,itgracefullyexited.ButMallyawasoverconfidentthatKingfisherwillstayaflightandnevse-dive.Healso didnothave the foresightand theheart to pull the shuttersdown on a loakingentity.Therewasnostrongreasonforretention,ontheflipsidetheairlinewasgulping

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Brand Building Advertising workshop withDr. Ambi M. G. Parmeswaran and Kinjal Medhwo of the biggest names in the world ofdvertising andBranding,gracedK.J.Somaiya

stituteofManagementStudiesandResearchth their presence and gave us their usefulsightsintothisMadAdworld!. M.G. Parmeswaran Executive director ate of the leading advertising agenciesaftFCBUlkaalongwithKinjalMedh,COOatogito Consulting conducted a workshop onandBuildingandAdvertising.Theyhaveco-

FCBUlka.TheworkshopbeganwithMr. KinjMedhdiscussingvariouscasesfromtheirboosuchasacaseonTataIndica.TheinteractivsessionhelpedthestudentstounderstandwhwentbehindthecarTataIndicafromitslauncto its positioning to what effect the whobrandingactivityhadonthebrandTataIndicaThedaylongsessionwasthentakenoverbyt

maestro himself, Dr. Parmeswaran, who gaussomeveryimportantfactsandsecretsabosuccessfulbrandingandabouthowadvertisincan take any brand to awhole new level. Halsospokeaboutthevariousloopholesinbran

thoredabookbythename Brand BuildingAdvertising.The bookdiscusses various real l

ses of top notch brands such as Amul, Tata Indica, Whirlpool, Naukri.com and manymondledbyDraft-

g activities of famous brands that led to theircline.Hediscussed the caseofSantoorsoapsatngth.Healsospokeaboutthefutureofadvertisingdbrandingandthebigopportunitythatfacesus.e session ended with Dr. Parmeswaran signingpiesofhisbookforthestudents.Adayfilledwithwer packed discussions and some very usefulsights left the students pondering about howandingandadvertisingplayssuchanimportantroleranybrandthesedays.

estudentsappreciatedthisinitiativetakenupbyInterfacewhichaddedyetanotherfeatherini

p.

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TETE-A-TETE

Ambi M G ParameswaranED and CEO,DraftFCB Ulka Advertising, Mumbai.

a career spanning three decades Ambi has handledsignments in marketing, sales and advertising withmpanieslikeRediffusionDY&R,BootsCompanyandUDIellow Pages before dropping anchor at Draftfcb-Ulkavertisingovertwodecadesago.Hehashadanimportante in the transformation of UlkaAdvertising intoDraftfcbka Group with interests in media, consulting, digital,vertisingandhealthcare.He has helpedbuildnumerousands including Digene, Brufen, Santoor Soap, SundropookingOil,TCS,ICICIBank,Wipro,IndicaCars,ZeeTVmong others, covering diverse categories such astomotives,healthcare,telecom,FMCG,corporateetc.e recently visited K.J.Somaiya Institute of ManagementudiesandResearchandgaveushisusefulinsightsintoeworldofBrandingandAdvertising.Healsospokeabout

rious cases from his recent book FCB-Ulka BranduildingAdvertising ConceptsandCases.Hereareafewcerptsfromhisinterview:

Q1. What is the single most challenging factor or area in integrated marketingcommunication?Whathasbeenthepainpointforyou?Answer:Findingtherightideaandthenfindingtherightinterpretationindifferentmedia.Itisvery easy todosomething different in social media and something different indigitalmediaandthenthewholethingallovertheplace.Thebigthingistofindtherightbuttonandtherightbigideaandtakeitacrossallmedia.Thatisthebiggestchallengeandwearestilllearninghowtodoit.

Q2. You have worked in a number of brands; tell us which one has been the mostchallengingintermsofbrandbuilding.Answer: Everybrandischallenging,as it faces itsownsetofcompetitionsand issues.Also the market shifts very rapidly; just when you thought you have beaten your

competitionandyouareonaroll,youfindanewcompetitioncominginandsoyouhavetogobackandrelearneverythingagain.Soaccordingtomeeverybrandisachallenge.

Q3.Whendoyoutakeadecisiontokillabrandorrepositionitandhow?Answer: BrandsIbelieveareeternal.Everybrandifit isnurturedandcaredforcanliveforever. If youareamarketer, youshould neverever kill abrand.Butof course everybrandneedstoberevampedandre-energisedandthatismarketing.

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Q4. Recently have you had clients who have been more receptive to the idea of youembracingsocialmediamuchmorethantheworld?Answer:Wellsocialmediaisaverynarrowterm,soletslookatdigitalmedia.Ithinkinthepast,digitalandsocialusedtobeanafterthought.Todayalotofclientsareasking,ifyou are doing this on TV and this on print, what are you planning to do on digital?Thereforewecansaythatithasbecomeanintegralpartofthefull360degreecampaignplanning,whichitwasnt fiveyearsago.Evenforasoapora toothpastebrand,youarelookingat360degreesondayonecomparedtonotdoingitatall5yearsago.

Q5. Howdoyouseetheadvertisingclimatecurrently?Doyouseeapalpableshiftfromtraditionalmediatosocialmedia?Answer: Wehavelookedatthesenumbersoverthenext5-10years.Webelievethatthetraditionalmediawillstillbeprettybig.Todayletssaydigitalmediaisabout3%ofthetotaladspendofabout35,000crores,weexpectthatthis3%maygoupto5%inthenext5years.Tenyearsdownthelinewhenallbetsareoff,wedontknowwhatwillhappen,butIndiaisoneofthefewcountrieswherenewspaperreadershipisstillgrowing,newspapercirculationisgrowing,Indianlanguagenewspapersaregrowing,televisionisgrowing,soI

dontthinknewspapersormagazinesaregoingtodieverysoon.

Q6.What is your perspective on the FDI hike? How is it for theMedia industry-thebroadcastIndustry,consideringthatnineoutoftenbroadcastplayersarebleedingtodeath, theadvertisersareseeingabitofamutedgrowth,sodoyouseethescenariochangingandalsohowisitgoingtopanoutfortheadvertisingindustry?

Answer: Inliberalization itgotstuck, inthe last5-6yearsnomajor impetushasbeentaken.SoI thinkit isagoodsignthatthegovernmenthaswokenupandtakensomebold steps in terms of opening up of multi-brand retail and aviation for India. Newsmedia isstillhighly regulatedwhereasentertainmentmedia iscompletely liberalized.FornewsmediaIthinkthereisprobablysomelogicinkeepingsomecontrolintermsofmajority share holdings, etc. I think this is the sign of things to come and thegovernmenthasmovedintherightdirection,thereforeweshouldbeexpectingalotofopening up of different sectors of economy and probably taming a lot of bleedingsectorsinthecountry.

HE MARKSMAN 16

TETE-A-TETE


18/247 OCTOBER 2012

FEATURED ARTICLEGangnam Style Viral effect of the video-Debdutta Roy; DOMS, IIT MadrasGangnamStylehasbrokenallrecordsonInternetbybecoming"Most'Liked'VideYouTube history. Sung by PSY, aKorean rapper, the song has everything

akeitgoviral.ThoughitsUSPissitedtobethecrazy rodeohopdancebutittchybeat&hilariousparodiesaptlymakeitacompleteviralpackage.

angnamStylemadeforthelocalfansofKoreagotitsmuchacclaimedpopularityhenitwassharedbystarslikeKatyPerry,BritneySpearsandTomCruise.Top

arssharedthevideoontheirwebsites&manyexpresseddesiretomeetPSY.SoSYfrombeingarapperinSouthKoreabecameacommonfaceinmajorcelebrityhowsoftheworld.PSYwasseen teaching hisexotic steps tononeother thanritneySpearsintheEllenDeGeneresShow.

heStyleissaidtocreateagoodconnectwithbabies.Awebsiterecentlyreporteatithelpscalmcrankybabies.Babieswhousedtomakealotoffusswhileeatin

eguzzlingeverythinginGangnamStyle.BelieveitornotbutitsPSYsPSYd

Famous Rodeo Hop

Invisible horse trot dance

Britney Spears dancing with PSY PSY with Eric Schmidt

Ohio University studen


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HE MARKSMAN 18

FEATURED ARTICLEfect.niquenessaboutGangnamstyleisthatitisafreesellingpieceofpie.Anyonecadoptit&maketheirownversionbyrestylingthesong.Manyspoofsoneafterthherhavecomeout&theyarealltryingtospreadGangnamstyleintheirownstyleangnamstylewithoutmusic;scienceguyGangnamstylemashupareallexample

thiskindofspoofs.AnotherexcitingspoofthatentertainedmanywasthevideatblendedpopularactiongameTheElderScrollsV:SkyrimwithGangnamstylhisvideoshowedthegamespritesperformingtheinvisiblehorsetrotdance.

outhshavebeeninfectedalotbyGangnamStylemusic.OhioUniversitystudenent to the extent of performing a march by dancing in Gangnam Style. ManontestslikeGifBoomGangnamStyleGIFcontest&YogaGangnamStyleconteas alsobeen launchedadding to yet another category where GangnamStylectiveIndiaGangnamStylegotitsnationwidecoverageintheT20worldcupparticularlecauseofChrisGayle&abunchofotherWestIndianGangnamStylists.Copycodeo hop byWest Indies teammade Indians, Sri Lankans & other participatinams discover a new way of expressing happiness. Crazy dance stepsensationalparodyhadsetthemoodofentirenationtocelebratethesuccessofouesternbrothers.angnamStyleisaoneofffadthathasbecomeubiquitous.Peoplewanttobrings style in everything they do. Its anti-pop, cheesy dressing, crazy dancingomoteahipstercoolstyle.Whateveronemaythinkbut its100%genuine&200n&thereforeithasbeenabletotranscendglobalboundaries.

West Indies celebrate in Gangnam Style

Gangnam Style Contest by Gifboom


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BOOKWORM

enGroup,hasreleasedthebookTheZenofSocialMediaMarketing:AnEasiaytoBuildCredibility,GenerateBuzz,andIncreaseRevenue

isintheformatofahowtoguidebookwhereKabaniexplainswithstepbystestructions on how to use different media forms. It works well for social medarketingbeginnersandgivesasetoftoolsonhowtoaccessallthebenefitsoocial media marketing without the stress. It helps you decide on your sociarketingtoolthatbestsuitsyourbusiness.Shebringsintopexpertsineachmedi

tegorywiththeirsnippetsandprovenstrategiesineachchapter.

ggesttakeawayfromthisbookistheoverallstructureofsocialmedia.TheauthoesagoodworkofgoingthroughspecificaspectsofallthesocialmediaoutletvailablelikeFacebook,Twitter,andLinkedIn.

hismaybe a bitof a disappointment for thosewhoarealready conversantwiocial media. However along with the physical book you also get access to th

xclusive online editionwhich includes regular updatesand video extras tomakreyouarealwaysontopofsocialmedianews.Theauthorunderstandsthatsociaedia is constantly evolving, and updates this informationonline continuously, satthiscanbeaonepurchasesocialmediainformationpackage.

RAT ING : 3/5

ocial media is a crucial tool to a successful business.here are already a plethora of books in this clutteredenre of marketing self help books, when Shama Hyderabani,presidentofWebmarketingfirmTheMarketing

9 OCTOBER 2012


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SqAreheaD

SqAreheaD

HE MARKSMAN 20


22/24

ACROSS1. Italian Brand of shoe and apparelfounded in 1995 by Mario MorettiPolegato.4. When government is planning toopen up FDI, which foreign retailchains stake in Infiniti Retail is beingbought out by Tatas?5. Which brand of watch from Tissotis also a premium chocolate fromCadbury?7. Outside India, this is known asSuzuki 'Alto'. How do we know itbetter in India?8. Name the Zurich basedconsultancy acquired by Infosys for$350 mn.

1GEhA3XWw5ToTRCu7Z9Pa

2. Which airline is the flag carrier ofAbu Dhabi?3. Which tech co in US is headed byan African American woman UrsulaBurns ?6. Which international organization gotits name because, when it was firststarted, its members would meet inturn in each other's homes?9. The restaurant chain was started byHollywood stars Bruce Willis,Demi Moore, and ArnoldSchwaznegger _______ Hollywood?

DOWN1

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4 5 6

8 9

2 3

THE CLUES

BUZZ

1 OCTOBER 2012


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CALL FOR ARTICLES

NOVEMBER 2012

Articles can be sent on only one of the following topics:

* Please ensure that there is no plagiarism and references are clearly mentioned

1. One article can have one author

2. Your article should be from 500-600 words and MUST be replete

with relevant pictures that can be used to enhance the article

3. Send your article in .doc/.docx format with font size 11(Arial) to:[email protected]

4. Subtitle line: Your name_Institute Name_Course Year

5. Kindly name your file as : Your name_Topic

The best adjudged article will be given a winners certificate.

Deadline for the submission of article will be : 16th November, 2012

1. Kingfishers fall : Is Mallaya really

concerned?2. Nokia a dying brand : Whats Next?

3. Brand Repositioning and what effects it

can have on Cinthol
mailto:[email protected]:[email protected]


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COVER STORYVivek Misra

SPECIAL STORYRoma Sehgal

Its all about AD-itude

Divya Damera

SquAreheaDTavishi

Brand MARKiveDivya Damera

COVER PAGENitya Kumar

TWEETSNishant Singla

BUZZNishant Singla

DESIGNNitya Kumar

Richa Garg

Divya Damera

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