MARKSMAN The

K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 3| ISSUE I| AUGUST‘12

COVER STORY

>> Page 10

SPECIAL STORY

>> Page 13

Intel Ultra book:

Does Intel exert

excessive control

over hardware

companies? >> Page 18

Olympic effect:

Sharp rise in Sports

Apparel purchases >> Page 19

BONUS FEATURE

ZARAA HATT KE! >> Page 16

MEGA REWIND

Journey of Interface >> Page 24

MARKSMAN The

01 AUGUST 2012

The quest to find the flag bearer for a

fledgling brand is indeed an arduous

task. It needs a special motivation, a

transformational leader, an exemplary team

and finally the divine intervention to set the

ball rolling. It should have been a privilege

for the founders to have constituted a

committee called “Interface” and to have

taken on the challenge of being a worthy

flag-bearer for SIMSR. Amidst this muddle,

SIMSR had a group of strong-minded

alumni who in their time at the college had

the will to walk that extra-mile to create a

structure, a set of objectives and an

executable action plan for establishing

“Interface”- a channel for revitalizing the

mature and a subtle brand called “SIMSR”.

Last year, the committee took the decision

to make “The Marksman” a national level

marketing magazine which fit into the

repertoire of Interface all too well. Our

immediate seniors were behind the

inception of the magazine which our

readers now cherish. But when it was

handed over to us, it was in its nascent

stages. We polished it, perfected it,

nurtured it month on month like our own

little baby while going through the grind of

MBA. But we never settled, the fire in the

belly was never extinguished and we set

THE MARKSMAN 02

our targets higher for every subsequent

issue. We strived to bring newer columns

and sections to keep you engrossed and

improved on the ones you already adored.

Such success cannot be by providence, it

all goes down to the dedication and most of

all the passion of the team. The team from

day one has worked like clockwork and

churned out issue after issue like a well

oiled machine. Each member, like a cog in

a clock, runs round the month in perfect

tandem with the others to bring out the

magazine which you are all too familiar of

and has taken other B-Schools by storm.

The Marksman team is proud to be the flag

bearer for Interface and SIMSR and is

elated to be a big brand for our college and

the team couldn‟t be happier seeing our

efforts turning to fruition with the magazine

being so well received across the B-

Schools of India. Your “Likes” and “Shares”

on Facebook and the overwhelming

response for our “Call for Articles” section

are what keep us going and fill us with

motivation to better ourselves for the next

issue and keeps us on our toes to keep

delivering to the ever increasing audience

and to their heightening expectation.

Looking back at the one year we as a team

spent with Marksman, we can‟t help but

feel nostalgic about all that we did already

because it will never come back. The

brainstorming sessions for new columns,

deciding the theme for the cover,

designing, proof reading, writing articles,

promoting and that race against the clock

to release each and every issue on time. All

that will be dearly missed. In the past year,

a matriarchal love has developed between

FOUNDING MEMBER PRATAP

KOLLAMPADICAL BATCH 2009-11

our team and our child, The Marksman. So it’s all the more difficult to hand it all over to our juniors whose induction coincides with our one year anniversary. But seeing the excellent work they have put in for this issue on all the fronts, we are assured that it will pass on to safe hands. Juniors, it’s all up to you now, make us all proud and let the solitary anniversary candle act as a torch we pass onto you and may your work be as good and creative as you have showed with your participation in this issue. Finally, and most importantly, I would like to thank our readers for your sustained patronage and your un-wavering support without which and your un-wavering support without which we would have been just another magazine. It’s you and your feedback and words of encouragement that keeps us striving for higher goals and setting even higher ones for the next time. So keep giving us your support, without you, we are nothing. And we vouch that we will continuously strive towards excellence and the next year, this day, we would be much bigger and better. Happy birthday Marksman…and here’s to many more birthdays to come…cheers!! Sudarshan Krishnan Upveen Tameri

03 AUGUST 2012

DIVYA SINGH

RISHI R. MEHTA

SHELANI AGARWAL

NAMITA SACHAN

VISHAL THAKKAR

RAJAT POWAR

NIYATI CHAMYAL

HINAL SHAH

PALLAVI SRIVASTAVA

TILOTTAMA SANYAL

SUJIT MISHRA

UPVEEN TAMERI

VIBHAV SHUKLA

YASH CHAMARIA

KEITH MASCARENHAS

MARKSMAN TEAM 2012-14

MARKSMAN TEAM 2011-13 MARKSMAN TEAM 2010-12

THE MARKSMAN 04

EDITOR’S NOTE

Cheers !!

Team – Marksman

The Interface – The Marketing Club of SIMSR

Dear Readers,

Welcome to the anniversary edition of The MARKSMAN. We have been working

diligently to bring the anniversary issue to life and we are so proud to present it to

you. We hope you enjoy this magazine as much as we enjoyed putting it together.

Let us know your thoughts and be sure to come visit us at

www.interfacesimsr.weebly.com/the-marksman for more of the latest integrative

marketing news and stories.

Over the last 12 months, we have been the voice and the mirror of our marketing

community. We have chronicled our triumphs and tragedies. We have informed,

inspired and engaged the readers, marketers and prospects across various

spectrums. And we have served as a source of marketing news, stories and

updates.

In this special anniversary issue, we invite you to explore the different facets of

nostalgia marketing through the ages as our cover story. Through the cover story,

we revisit the yesteryear golden moments and the pivotal role that it plays in the

current marketing scenario.

In our special story, "London Olympic Games - A Marketing Perspective" read on to

know how the games provide a good marketing advertisement opportunity to

various brands. How many of the brands have struck a chord with the customers

and enkindled interest among them using the games as a platform.

Our featured articles of the month cut into „The Olympic Effect„, specifically with

regards to a sharp rise in sports apparel purchases. The article on 'Intel Ultrabook'

would surely incite interest among the readers. We would also like to congratulate

the winners of our Featured Articles- Kritika and Abhishek Kumar Jha.

This issue looks forward, not back, and it‟s packed with

markive, buzz, adi-tude and tweets.

Follow us as we reach for tomorrow.

It's going to be quite a ride.

05 AUGUST 2012

CONTENTS

COVER STORY

NOSTALGIA MARKETING

10

SPECIAL STORY

LONDON OLYMPICS:

A MARKETING

PERSPECTIVE

13

BONUS FEAUTRE

ZARAA HATT KE! 16

MEGA REWIND

24

FEATURED ARTICLES

Intel Ultra book:

Does Intel exert excessive control over

hardware companies? …18

Olympic effect:

Sharp rise in Sports Apparel purchases …19

SquAreheaD

21 BOOKWORM

22

BUZZ

23

TWEETS

06 Brand MARK ive

07

It’s all about AD-itude!

09

Google Olympic Doodles

Google released a new doodle on every day

of the Olympic Games. Some of these

doodles were interactive games which

scored users on completion. They were also

integrated with Google+ and one could

share their score on their profiles.

FB‟s new mobile ads

push directly to app stores

FB announced on Tuesday a new mobile-

optimized ad unit that will direct users to

directly install mobile apps. A beta

program is available for a limited number

of developers who want to try the ads.

When a user clicks on a mobile ad, they

will be directed to the App Store on iOS or

Google Play on Android to install the app.

FB drove 146 million page views to mobile

app stores over 30 days.

Maruti Dzire out of production;

six rival sedans take charge

Maruti's loss is rivals' gain. About half a

dozen entry-level sedans will hit the Indian

roads this festive season even as Dzire, the

country's top-selling sedan, has gone out of

production due to a lockout at Maruti

Suzuki's Manesar plant following labour

unrest. Tata Indigo Manza CS, GM

Chevrolet Sail, Mahinda Verito compact,

New Ambassador, Renault Scala and Ford

Fiesta are all likely to be rolled out in the

coming weeks as carmakers vie to take the

place of Dzire.

TWEETS

THE MARKSMAN 06

Nissan unveils new London cab

The vehicle, based on the company's multi-

purpose NV200 compact van, is 50 per

cent more fuel-efficient than alternative

cabs and cuts carbon dioxide emissions in

half. The company is also planning for trials

of an all-electric e-NV200 prototype London

Taxi in 2013.

Nissan unveiled its

new five-seater

NV200 London Taxi

(versions of which

have been unveiled

in Tokyo and New York City).

Bharti Walmart scraps plan

to start online operations

Bharti Walmart has scrapped its plan to

start online operations after more than a

year of preparations and has reportedly

dismissed Dippankar Halder, who was

heading the division. Raj Jain, who heads

the 50:50 wholesale joint venture between

the world's largest retailer Walmart and

Bharti Enterprises, was reluctant to start

an electronic-commerce venture in the

country yet the US retailer is busy making

a global online push.

Apple vs. Samsung: Apple

comes out tops

The long drawn out Apple vs. Samsung

patent battle has finally reached some sort

of result with the result of the case filled in

the US being declared. The jury found

Samsung guilty on some counts and has

ordered Samsung to pay $1.05 Billion to

Apple Inc. as compensation for patent

infringement. Although the money is spare

change for both the companies, it surely

will set a precedence for any future cases

on the same lines.

Founders – Steve Jobs and Steve Wozniak in

the year1976.

Way back in the 1970‟s when the world was

still getting used to the idea of a computer,

somewhere in a small garage in Los Altos,

California, a revolution was about to begin!

Two best friends, Steve Jobs and Steve

Wozniak, college dropouts, sat in a garage

and made something that would change the

way people interacted with computers.

Apple I & Apple II

Wozniak‟s engineering skills and Jobs vision

for the future gave birth to their very first

masterpiece, the Apple I on April 1st 1976,

which was nothing but a motherboard with a

CPU, RAM and some basic textual video

chips. Although Apple I was not a hit

amongst the then tech savvy people, Steve

Jobs knew that he was going to make

something that would inspire hundreds of

people all around the world. And so in the

year 1977, Apple II was born. After being

launched at a local computer trade show,

Apple received several orders for the Apple II

and everything was uphill from then on.

Apple went from being a creation of two

young and great minds to being a religion

followed by thousands of people across the

globe. In the years to come, Apple did not

only create better machines but also created

a massive market for itself.

In 1980, Apple III was launched and „Apple

Computer Inc‟ as a company was growing

every minute. Steve Jobs along with a few

colleagues visited Xerox (then known as

Xerox Parc). After spending three days

studying the Xerox Alto(the first computer

made by Xerox for individual use), Steve Jobs

came up with the idea of his next big creation

known as Lisa, named after his daughter with

his former girlfriend. Although Lisa was his

baby, Jobs was taken off the Lisa by the then

president of Apple, Mike Markkula, on the

account of being a „poor project manager‟. He

then took over the „Macintosh‟ project and

soon a turf war broke out between Lisa and

Macintosh on which project would ship first.

Although Lisa won this war and was the first

product to be launched with a Graphical user

interface(GUI), it did not do very well

commercially since it was steeply priced and

did not have a lot of software titles. That‟s

when Macintosh made a debut and initially it

did very well in the market. But the actual sales of the Mac took off when later that year,

Apple I Apple II Apple III

Brand MARK ive

07 AUGUST 2012

the LaserWriter and PageMaker were

introduced and sold along with the Mac.

Between 1983 and 1985, Apple saw a lot of

ups and downs. John Sculley who was

appointed as the CEO by Steve himself, got

into a power struggle with Steve and Steve

was removed from Apple leaving Sculley as

the head.

Over the next few years, Sculley struggled to

keep everyone‟s favourite Apple on top

competing with biggies like IBM and Bill Gates

Microsoft. In 1987, Apple introduced the Mac

II. This machine made the Macintosh line a

viable, powerful line of computers.

Apple was once again a “Wall Street darling”

but wouldn't stay that way for too long since by

1990 the market was saturated with PC clones

and Windows launched the Windows 3.0

which could be run on any of these PC-clones.

Apple saw many CEOs in Steve Jobs‟absence

between the years 1993 – 1997. They all tried

in their own way to make Apple better than it

was but none of them were successful. In July

1997, Apple announced that it would be taking

over NeXT – a company started by Steve Jobs

after he resigned Apple. And so Steve was

back in Apple! He made several changes in

the corporate strategy of Apple Computer Inc and introduced many new machines such as

Apple Lisa Lisa Team Lisa Technology

Apple Machintosh -

1984

the PowerB-ookG3, PowerMacG3, Imac,

PowerMac G4 Cube. The year 2001 seemed

to a very good one for Apple. They

introduced the Mac OS X in March. In May,

Apple announced that it would be opening its

first official Apple Store in Virginia and

California. In November, Apple forayed into

the digital music player industry and

launched the Ipod which was an instant hit.

Steve had impressed the Apple loyalists

once again. It was like he knew what people

wanted and gave that to them.

Apple has not stopped since then...the

MacBook, MacBook Pro, Ipod, Ipod touch,

getting into the mobile industry with the

Iphone, and now the tablet industry with the

Ipad, Apple is now not just a company, it is a

dream that has shaped the Computer

industry, the Music industry and the Mobile

phone industry.

An operating system that grew out of one

man‟s pursuit of perfection, and pique at

being forced out of the company he founded,

saved Apple from its bad fate. If history had

unfolded a little differently and Jobs had

spent the late 80‟s tending his garden or

touring Europe, Apple might no longer exist,

and the computer, music and mobile phone industry would be a far different place today.

Steve Jobs

with John

Sculley

Brand MARK ive

THE MARKSMAN 08

Amul, extremely prompt with their ad

campaigns, never misses out on a

contemporary issue. The ads act as a motif

for caricature on the exploits and the

happenings of the Indian Society and the

exploits of both ordinary and extraordinary.

Often witty and funny, Amul has this time

kept it rather simple for the Olympics , but

its impressive nonetheless, for the London

Olympics. The Sponsors of the Indian

Olympic team, Amul has wished the Indian

team to target gold medals and increase our

tally across a group of sports where India is

traditionally known to be strong in. .

The idea of using the Olympic theme was to

create buzz and excitement among the

masses for the Olympic 2012 and make

Amul always relevant with the current

trending issue in the country. By showing

commitment towards sports, Amul also

expands its communication as always

beyond product attributes.

The ads stood out distinctly and created

excitement. They helped in creating buzz

and hence achieve the desired impact.

BRAND: Amul

ADVERT TITLE(S): Olympics

CREATIVE AGENCY: De Cunha Associates

Code Red Films created a public service film

for Eye Bank Association of India to deliver a

critical message to the masses to encourage

them to- “DONATE EYES”.

The ad is an award winning one at the

Cannes Lion and Thailand Ad-fest to name a

few.

Holi embodies all the festivity, liveliness and

exuberance of Spring season. It is the

festival of letting go of what has already

passed and awaken the hopes and

strengthen our ties with our friends and

loved ones.

Using this as a plank , TVC starts off with an

old man playing the radio to set off his day.

The music wakes up the children in the

hostel. Since it is Holi, the children get ready

to play Holi. They are shown filling balloons

and collecting gulaal packs. They are shown

to be celebrating and enjoying Holi like every

other normal kid, except at the end when

there is a revelation that the children are

blind, when one of the kids accidentally ends

up pouring water on the radio playing which

had started the day .

The question put to the audience is do we

really need eyes to enjoy and understand

the beauty of colors. This question marks

an end to the TVC which is very touching

and provokes the audience to donate eyes.

It is amazingly crafted and sends across the

message very effectively..

ADVERTISER: Eye Bank Association Of India

ADVERT TITLE(S): Eye donation

CREATIVE AGENCY : CODE Red FILMS

09 AUGUST 2012

Its all about AD-itude!

Everyone has an undying desire to relive their yesteryear golden moments.

How nostalgic do you get when you hear the 'hamara bajaj campaign song'

or Dhara's salivating jalebbi boy or a 'black or white' Michael Jackson song

you played on your walkman or the Uncle Chips cards you collected. All of

them seem to belong to an altogether different blissful era. Any association

with this era stirs back memories. We always reminisce about the past, and

marketers are quite aware of it. This bittersweet yearning we experience is

exploited efficiently by the marketers today.

Marketers today cleverly incorporate the union of the past and the present.

Nostalgia marketing as a concept is when marketers revisit the golden

moments of the past and use it as a leverage, to form a strategy to

emotionally connect with the audience, which may induce them to make a

purchase.

B a c k t o t h e P a s t A research has shown that youngsters

spend 40 % of their time reminiscing the

past than planning for the future. So going

back to the past is a widespread feeling.

People consider technology as a major

hindrance which creates distance and

mechanises our lives, hence when warm

feelings and emotions are invoked by sepia

toned visuals of our younger days we

remember a simplistic life.

Thus this is one of the key reasons why nostalgic marketing is a success,

since strains of modernity and technology tend to drain us out .Thus we keep

getting nostalgic about the 'good old days'. Nostalgic marketing also helps

the marketers since they tend to lower the costs. They use the same familiar

images and ideas which not only reduces the risk of running in a poor

marketing campaign but also saves a lot on development front. Today

nostalgia marketing is implemented not only to bring back the deceased or

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THE MARKSMAN 10

2 minutes to 25 Years Last year Nestle India celebrated 25 years

of its presence in Indian market and

launched “Me & Meri Maggi” wherein

Maggi invited its consumers to write in

their favourite moments of Maggi

indulgence. The „Me & Meri Maggi„

campaign has gone a step further this

year with Meri Maggi - 2 minute mein

khushiyan' with Amitabh Bachchan .The

brand has taken the route to dig it's past

where it provides people with a medium to

express their nostalgic journey with

Maggi.

Pepsi Can be Bad too! Pepsi celebrated the 25th anniversary of

Michael Jackson‟s “Bad” album by coming

out with a special edition of Bad cans, which

was graced by a silhouette of Michael

Jackson on the cans. Michael Jackson was

the brand promoter for Pepsi spanning more

than 25 years. On this special occasion,

Frank Cooper, chief marketing officer,

PepsiCo said that Michael Jackson was the

King of Pop, and he was an iconic figure

and inspiration to fans and artists. Hence an

association with Michael Jackson was

inevitable and goes beyond nostalgia as

they can connect with and honour his

music.

AUGUST 2012

reminiscing products and their USP, but companies today look at occasions

and anniversaries to remind consumers of the wonder years of the

companies and try involve their consumers in the celebrations.

COVER STORY

11 AUGUST 2012

Does it matter if its black, white or colored? Everyone finds comfort in their rustic mementos they put away. The sentimental

attachment that they attribute to it, makes it hard not to dwell in the past and this

power of emotion helps the marketers create sales. Today brands go out of their

way to tug at their consumer's hearts and (wallets as well). Every legendary

moment is celebrated today and they want to use nostalgia to lure adults back to

their childhood favourites. Today each and every product has metamorphosed,

keeping up with trends. You may find online versions, special editions and

limited edition products of your favourite things. But your classic vintage product

you cherish and have set aside will always have a special place. So online

version and a classic version is where all marketers have ventured. But

marketers need to remember that it is not just about offering the customers a

chance of reliving their halcyon days and buying brands. Brands, which give

them a chance to rejoice a personal memory from the past, but also trying and

incorporating the relevance of the brand in today's world. So doesn't matter if it's

a bank and white era souvenir but if it is relevant even in this kaleidoscopic

epoch it's the way to go.

AUGUST 2012

Titanic sails down memory lane

chance to a whole new generation to watch the movie on screens. Also those

who did see the movie before, saw the movie once again albeit in a different

dimension altogether and allowed bittersweet memories to flood back. The tragic

event, which left a lot of families bereaved, was a moment which would rather be

forgotten. However this helped Mr. Cameron cash in, on this tragic day as it

surpassed skeptic's suspicion and raked in 100 million within the first few weeks.

This movie's release showed that nostalgic marketing when applied to painful

memories too, thrived and this proves that it is just the 'tip of the iceberg' as far

as nostalgic marketing goes.

The 3D version of Titanic splashed on

screens about 15 years after its original

release date. This re-release marked the

100th anniversary of the fateful day “The

Titanic” sunk. And, this big day gave

James Cameron (the director of Titanic)

a chance to release the epic blockbuster

movie again. He believed it gave a

COVER STORY

THE MARKSMAN 12

AUGUST 2012

Olympic Games were commercialized in the year 1972. Since then, the Olympic brand

has grown considerably and so have the number of sponsors. The games provide a

good marketing advertisement opportunity to various brands. Olympics are watched by

very large number of people all over the world. Consequently marketing your brands on

such a huge platform could prove very beneficial to the brands.

2012 London Olympics are no different when it comes to sponsorships. There are many

brands such as Coca-Cola, McDonalds, P&G, Samsung, Visa, BMW and many more

sponsoring this year's Olympics. This year has been a first for sponsors like McDonalds

and Cadburys- brands we don't usually associate with athletics. This is also being called

as social Olympics with many brands using the social media like Facebook, Twitter and

YouTube to market their products. Almost every other brand has a dedicated Facebook

page to take their campaign forward. Let's look at some of the campaigns launched

during the Olympics.

McDonalds built its largest ever outlet with 1500 seats especially for the Olympics.

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Adidas has launched a 'Take the

stage' campaign in which it aims

to give undiscovered talent a

chance of a life time by teaming

them with celebrities. Through this

campaign Adidas is giving

ordinary people a chance to fulfill

their dreams.

BMW on one hand has launched an

innovative car called MINI that is

being used to ferry sports

equipments. And on the other hand

it has introduced a prototype

electric scooter for visitors to test

drive where they can gauge

reactions and add improvements to

the scooter before launching it, two

years from now. This is a great way

to get visibility for both; it's

hatchback and scooter segments.

P&G has done a tear jerker on the audience with its campaign 'Gold Medal Moms' that

celebrates the role of mothers behind the athlete's success. This by far has been the most

emotional campaign by a brand.

Cadburys built a hub at Hyde Park where

i t is handing out cards that l ink to

Facebook, Twitter and YouTube. The

cards can be used to send photos,

messages and s ta tus updates to

Facebook when scanned at touch points.

THE MARKSMAN 14

SPECIAL STORY

Transmedia Storytelling: This is emerging as preferred advertisement strategy during the

Olympics. Integrated Marketing communications tells one story across multiple platforms

whereas transmedia storytelling tells different stories across multiple platforms. Some of the

brands to use this strategy are Samsung, Coca-Cola and Visa.

Coke launched “Move

to the Beat

Campaign” in which

different beats of 5

different Olympic

Games were

recorded. It also built

a pavilion in the

Olympic Village so

visitors can come and

create their own beat.

Visa on the other hand launched the “Go World”

campaign. It celebrates the relationship between

athletes and fans across the globe. Taking this

concept further, fans are requested to record a

cheer for their favourite athletes which will be

shared with the athlete thereby increasing the

connect between them.

Samsung created events across the torch

relay route. At these events, a star would

perform to huge crowds. Samsung would then

capture the photos and upload the photos

online, and the fans would go online and tag

themselves.

Transmedia storytelling engages audiences across the globe and makes them feel more

involved. It requires a lot of planning, strategizing and proper execution.

Be it Social Media or Transmedia marketing, this Olympics has seen all the campaigns

having high people involvement. Many of the brands have touched a chord with the people

and this has already started to show in their sales with Adidas registering an increase in

sales.

SPECIAL STORY

15 AUGUST 2012

In the past year there have been various marketing campaigns that have taken the

nation by storm. Some have had enormous budgets that were used to engage people

across segments, while some made a unique positioning statement to get across to

their target audience. As a bonus feature in our anniversary issue, we bring to you a set

of campaigns which you would agree are Zara Hatt Ke! These are campaigns that have

ridden on the powerful wave of social media. You may not have heard of them but they

would nonetheless impress you to say the least!

If you had the chance, who would you want to #ChappalMaaro?

This was the question that created frenzy on Twitter within 25 minutes of its introduction.

The “Chappal Maaro” Campaign was a unique campaign started by The Bombay Store

along with MindShift Interactive in order to spread awareness about their new range of

Flip Flops using Twitter as the primary platform to engage and interact with the audience

and make „#ChappalMaaro‟ trend. It was strategically planned around the time of the

Mumbai Elections and used the same as a conversation starter.

The campaign received tremendous

response on Twitter with people posting

witty one-liners of who they would want to

#ChappalMaaro. There were over 650

tweets using the #ChappalMaaro hashtag

and nearly 78 unique users participated with

over 150 mentions of The Bombay Store.

The initial Tweets were seeded in and were

greatly promoted by online influencers like

Cyrus Brocha, Ashwin Mushran among

others.

So impressed were people with the

campaign on Twitter that it was lauded as

one of the best campaigns to go viral on the

internet. People not only participated

actively but also endorsed and promoted the

Bombay Store greatly and needless to say,

their new range of Flip Flops flew off the

racks! The campaign was most active in Mumbai and Delhi. It was also tweeted in places like London, Sydney and Hawaii!

CHAPPAL MAARO!

BONUS FEATURE

THE MARKSMAN 15

R e l i a n c e 3 G # F e e l i n g B l u e

This activity was carried out to create a

buzz around the “Reliance – Android Be

Blue” campaign that had recently

launched in the market. They created a

hashtag which is a popular method of

tagging a Tweet on the popular micro

blogging site, Twitter. The hashtag was

“#feelingblue” and the company started

off by using it to describe Monday

morning blues and tried to change its

negative connotation to that of a

positive one.

Many users joined in and they received

800+ Tweets within the hour. Someone

associated it to high petrol prices by

saying “The Petrol only sticker on my

car seems like the biggest taunt ever

#feelinblue” to brands joining in by

saying “She is definitely not

#feelingblue. Summer bags from

Fastrack”. Some people started getting

curious as to what is this all about. One

user wrote “why are people tagging feel

good with #feelingblue, ye ultti ganga

kabse behne laggi ?”

To increase people‟s involvement, they

made it into a contest and had a mobile

phone as a giveaway. It became the

most trending topic on Twitter for one

day. They also managed to put a

positive meaning to the term “feeling

blue” with only 2% of the total tweets

pertaining to a negative context. Finally

while declaring the winner of the

contest, they revealed the motive

behind all the hoop-la created and

associated it to the Android + Reliance

3G combination.

BONUS FEATURE

16 AUGUST 2012

WTF by Maybelline

What is the one thing that annoys most men about their partners? Turns out it is the fact

that “Women Take Forever” (WTF) to get ready! Maybelline cashed in on this insight

and launched its WTF Campaign to give voice to this plight of men.

Then came the solution for the WTF problem. Maybelline revealed that the answer to

WTF is women going nude, which was the theme of their new “Maybelline BB Clear

Glow Cream”. This was a product which claimed that regular use would give such clear

skin that women would not have to spend hours putting makeup on their faces. They

would instead flaunt their nude skin! Women shared the new Maybelline BB Cream on

their FB and Twitter pages.

This campaign was majorly successful as they identified a very basic customer insight

and through that it not only engaged women, who were their target audience, but also

made men very involved in the awareness process and had a unique reach of more than

6 million people on digital media.

The FB page of the WTF Campaign gathered

close to 38,000 Indian men in a span of 15

days. In the next phase, the campaign

trended on Twitter with the hashtag #Before

WomenGetReady. T-shirts were up for grabs for people who participated actively in the campaign.

BONUS FEATURE

THE MARKSMAN 17

The auspicious occasion of „COMPUTEX‟, the

largest computer and technology fair in the

world, had eyes glued on it as Intel Corporation

introduced it‟s Ultrabook concept to the entire

world. Although the moment was special for Intel,

the pressure on the hardware giants remained

unseen. Before diving into the explanation of the

above said, let‟s go back in sands of time. Just

after two years of it‟s birth in 1968,Intel had made

it‟s significant presence felt in the then

semiconductor chip market when it‟s share value

was about $23 per share after IPO(Initial Public

Offering).Since then the corporation took a big

leap when in 1990‟s it became the dominant

supplier of microprocessor for PC‟s. The next

year launch of the „INTEL INSIDE‟ marketing

campaign for Pentium processors made it a

household name. The partnership of Intel with

the hardware manufacturing giants like IBM,

Apple, Lenovo, Hp, Samsung and Dell to

mention a few added fuel to fire in the sense that

these companies made the „Intel microprocessor‟

a complement of their PCs.

In 2012 the global computer hardware

manufacturing industry generated a record

breaking revenue of $585.4 billion. This is the

time when hardware biasons are breaking the

sales record year after year.

The company has hit at the right spot by

introducing “The Ultrabook” with special added

FEATURED ARTICLES

INTEL ULTRABOOK: DOES INTEL EXERT EXCESSIVE CONTROL ON THE COMPUTER

HARDWARE COMPANIES ?

features like self updation of e-mails, extreme light weight (900 gms approx) and extra long

standby to mention a few. This updation may

have dual effect on the market segment. First,

it may spearhead the existing and able

competitors and second it may create a huge

pressure on the hardware companies. Actually

the lion has already tasted the blood being a

household name and now it wants it‟s share of

flesh from the hardware companies. It is not

that the Intel‟s strategy is one sided.

Many companies rode on it‟s back and made

efficient use of it‟s brand image to grab a large

market share. The intentions of Intel too are

not to loosen the string this time but to further

tighten it as it plans to invest $300 million in

near future for this particular project. The

market is flooded with innovative ad

campaigns leaving no choice for the hardware

companies but to include Intel: Intelligence

Information as their part and parcel. The

Ultrabook tagline says “Will our hero match up

to cowboys, knights and martial artists?”.Well

said Intel, now the hero has set out to tame the

biasons wearing a cowboy hat with the unique

title of „knight‟, it has earned through years and

help the martial artists learn the new art of

winning.

- Abhishek Kumar Jha, International Management Institute, Kolkata

18 AUGUST 2012

O l y m p i c e f f e c t : S ha r p r i s e i n s p o r t s

a p p a r e l p u r c ha s e s -Kritika. R. M, Institute of Financial Management and Research

Olympics 2012 was not just an event or few nations‟ pride but an opportunity for many

businesses, the sports apparel segment in particular to explore the global market and

reach the untouched parts of its market segment to gain customers. Adidas and Nike

took this one step further and used it as a tool to reach the number 1 position and

sustain it in the long term. Adidas, with a market share of 15% in the UK market

invested a huge sum of $201 million in Olympic 2012 to outrun its competitor Nike who

had 18 % market share in the sports apparel segment. The investment made by Adidas

was not just for the event in itself but to reach the estimated 4 billion viewers worldwide.

To add more to this, Adidas was also in charge of 11 nations committee. The result was 18% growth in this brand‟s sales during

the Olympic season.

Nike followed a much different route. Its

pre – Olympic campaign “Find your

greatness” did the magic for it. It had 5

million viewers on YouTube. The

technological innovations in shoes

(Example: Flyknit) which was introduced

in February and the Nike brand players

winning 95 medals in the Olympics

added to the reasons for the increased

Nike purchases.

Consumers started relating the brand

with the sportsperson and started

purchasing the sports apparels which

they felt made their heroes succeed.

The perceived value of the apparels

increased.

But the story was not same everywhere.

India, with a population base of 1 billion

in this market segment comprising of

young customers with ever changing

taste and preferences where not

affected much by the Olympic 2012

scenario. Though India showed more

number of followers this season, thanks

to the social media, the impact on the

sports apparel segment was relatively

very less. Indian market has Adidas,

FEATURED ARTICLES

THE MARKSMAN 19

Adidas official Olympic 2012 poster

Adidas sports gears

– London 2012 Olympics

Flyknit Shoe

Nike Sponsored USA Basketball team

Nike, Bata, Liberty and Puma brands

in its sports apparel segment. 75 % of

the market share is occupied by

Adidas followed by Nike which

commands 15 % of the segment.

Considering the global sales of Nike a

rough estimate can suggest that only

1% of its total sale is from India. And

as its share prices rose by 6 % during

the Olympic season, it can be said that

this brand performed fairly decent.

Adidas considered Olympic 2012 as a

biggest prize which would help in its

brand growth in the fastest growing markets including India-

the result was not as expected. A decline of 26 % in its sales due to the Rs.870 crores.

Reebok fraud had an feeble impact on the overall sales due to the currency translation,

nevertheless the condition in the peninsular country can still be called bad for Adidas.

The only brand which had a positive sales increase in India was Puma due to the „Bolt

factor‟. Bolt had the maximum number of mentions in Facebook by Asians and this can

directly be linked to the increase of 10-11 % sales of Puma in India, Korea and Japan.

Olympic 2012 had created a visual treat and a magnetic pull to the global population

and major brands which acted proactively had a sharp increase in its product

purchases across the world. But still India, the fastest growing segment with CAGR of

around 34% in 2010-2014 is still an untapped mystery.

FEATURED ARTICLES

20 AUGUST 2012

SquAreheaD

THE MARKSMAN 21

Social Media ROI

- By Oliver Blanchard

In his new book, Social Media ROI, Olivier Blanchard attempts to demystify the

biggest question that sits on top of the minds of many business managers: what

exactly is the ROI of social media? And more importantly, why should my

business be using social media and how do we justify the investment?

Blanchard, a frequent speaker on the topic, comes from a marketing and brand

management background and is best known for his “Brand Builder” blog.

Blanchard gives us a refresher course on what social business is and why is it

important. Unlike many drab social media books (and there are plenty of them)

the information presented here is well received and there's a level of depth in

the given examples that's just not present in other books. The amount of detail

presented throughout is a pleasant surprise.

Later on in the book Blanchard dissects how social media can help sales,

customer service, PR and other specific areas of business. Real world

examples of setting up KPI's, establishing goals and tracking progress are

made. It's easy to talk about these subjects, but I like how the author took the

extra step to show us how it's done. The fourth section of the book in particular,

on measurement, is extremely detailed. Emphasis is placed on discovering the

difference between what can be measured and what should be measured and

what a financial and non-financial outcome looks like.

The social media ROI question isn't going to disappear and it's ever important to

grasp what it really is, when it's an appropriate part of the discussion, and the

role it has in business moving forward (especially in the eyes of top tier decision

makers). This is a great read for those looking for answers and clarity on the

topic. Social Media ROI lives up to high expectations and is as thorough, if not

more, than any other book on the topic.

Rating:

3.5/5

AUGUST 2012 22 AUGUST 2012

BOOKWORM

BUZZ

THE MARKSMAN 23

1-A. Samsung 1-D. Swire 2. RadioShack 3. Dove 4. ONGC 5. WreckingBall 6-A. SwarajPaul 6-D. Surface 7. Amul

THE CROSSWORD

THE CLUES

1. A small trading company in 1930-40s in Korea and now the biggest rival of Apple.

2. An American franchise of electronics retail stores and sponsor of Lance Armstrong’s 2010 Tour de France cycling team.

6. Which NRI businessman owns the Caparo Group?

1. Cathay Pacific airlines which claims to be the heart of Asia, belongs to which group?

3. Which international soap brand was marketed as having a purity of 99 44/100%?

4. Which PSU was the principal sponsor to the Indian contingent to the London Olympics?

5. The former chairman of Proctor & Gamble, Edwin L. Artzt got a nickname for his demanding and harsh treatment towards his subordinates. What was he nick-named?

6. What is the name of the Tablet announced by Microsoft?

7. McDowells becomes the 2nd brand to reach 2 Billion $ in retail sales in India. Which was the first ?

ACROSS

DOWN

MEGA REWIND

24 AUGUST 2012

For the uninitiated, INTERFACE is the

marketing club of KJ Somaiya, which today

is growing by leaps and bounds. The need

for the club stemmed from a strong desire

to have a common platform where

marketing enthusiasts not just from KJ

Somaiya but pan-India could interact.

Through this article, I aim to provide a brief

on what the club is all about, what learning

opportunities it has to offer, both

professional and personal. This article will

not describe the verticals of INTERFACE or

its functioning; neither will it serve as a

boasting ground nor a publicity tool and

should not be viewed as such. I wish to

share my learning from this club (and in

turn what others can learn by being

associated with it), things that are not

visible to the outside world, and some

reasons why this club has grown from

strength to strength.

THE GENESIS The inception of this club took place not too

long back in December 2009 (Yes, we are

less than 3 years old!) and is arguably the

youngest club of K. J Somaiya institute of

Management Studies and Research. The

club was started by the enthusiastic 2009-

2011 alumnus and was taken to new

heights by the subsequent batches.

THE LEGACY Though the club was started in 2009, it was

not until 2010-11 that the club burst into life.

Conducting its first wholly owned &

managed event in December 2010 for Onida

set the ball rolling. We have not looked back

since, conducting a plethora of National and

Intra-college level competitions, having a

monthly Pan-India magazine (the one you

are reading),

conducting various knowledge imparting

sessions within college; the club sure has

done more than anyone could have dreamed

of in a short 2 years. INTERFACE has

added many feathers to its cap over 2 years,

but two landmark events stand out.

• Mr. Nitin Paranjpe, CEO, HUL, gracing

KJ Somaiya‟s campus for the 7th SIMSR

Asia Marketing Conference, an event

wholly managed by INTERFACE.

Rishi R Mehta, Ex-Convener Interface, Batch of 2012,

MEGA REWIND

THE MARKSMAN 25

• Conducting the inaugural (and KJ

Somaiya‟s only) day-long Marketing

Fest, NAVIKARAN, which was an

amalgamation of case study

competitions, workshops and much

more. Navikaran made a bold

announcement to the world that

INTERFACE was capable of

conducting not just stand alone

events (case study/ strategy

competitions), but also sustain

daylong marketing related activities.

WHAT ONE LEARNS AT INTERFACE Some of the aspects of life, of an

organisation that you learn at

INTERFACE, you may not get a chance

to learn/ exhibit for some years to come

too after passing out given the amount of

hierarchies there are in corporate India.

Talking from personal experience, this

club taught me, among many other

things, how to manage people, and went

a long way in helping me discover the

kind of manger I could be (OB tells you

that there are Task managers, and there

are people managers. INTERFACE gave

each one of us the chance to understand

the kind of manager we are more likely to

be).

INTERFACE teaches you not just how to

get work done vertically (from your

Juniors) but also horizontally (i.e. from

your peers). It teaches you how to keep

the team motivated at all times, how to

manage time, and in many cases, how to

work and respond to stressful and

adverse conditions. It nurtures and helps

one hone one‟s leadership skills. A

testimony to this statement are the

present two convenors.

What makes INTERFACE tick. To the world we conduct many events,

have a magazine with a Pan India

presence and seem like a group of

workaholics. But the truth is, underneath

all the hard work and the efforts is the

friendship that INTERFACians share. It is

because of these friendships &

relationships, (often transcending the

boundaries of the club) that the club runs

smoothly. These relationships that

INTERFACIANS share with each other is

the basis of their trust, and is the reason

why they pitch in for each other when the

need arises. The value of these these

friendships cannot be overemphasised

and is the reason why the club is still

going strong.

EPILOGUE Interface goes well beyond just

Marketing. It teaches you to manage,

and more importantly, work with people.

You get a chance to exhibit all those

concepts of OB you learn in class. How

to set targets using MBO, or use

motivational theories to motivate your

peers/ juniors. You get a chance to

discover the leader in you.

Signing off, I would like to thank my

Juniors for having given me the

opportunity and honour to pen my

thoughts on the Anniversary of The

Marksman. I hope you enjoy the issue.

2011Articles can be sent on any one of the following topics*: *Please ensure that there is no plagiarism and all references are clearly mentioned The best adjudged article will be given a winner's certificate. Deadline for submission of the articles: 11:59 PM , 16 September 2012.

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/.docxformat with font size 11 (Arial) to: interface.newsletter@gmail.com

4. Subject Line: Your Name_InstituteName_CourseYear.

5. Kindly name your file as: Your Name_Topic

CALL FOR ARTICLES SEPTEMBER 2012

1. The Apple-Samsung Battle: What are its implications?

2. Cat-n-Mouse Chase: Are regional brands giving big-pocket MNC’s a run for their money?

3. How are companies going out of their way for new product launches?

26 AUGUST 2012

THE MARKSMAN 27

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

COVER STORY Smriti Sudish

SPECIAL STORY Divya Damera

It’s all about AD-itude Richa Garg

SquAreheaD Pallavi Srivastava

Brand MARK ive Meeta

BONUS FEATURE Tilottama Sanyal

Upveen Tameri

TWEETS Upveen Tameri

BUZZ Nishant Singla

BOOKWORM Niyati Chamyal

DESIGNING Nitya Kumar

Tilottama Sanyal

PROOF READ Priyam Prasad

Hinal Shah Niyati Chamyal

PROMOTIONS Nishant Singla

Keith Mascarenhas

THE TEAM

Website: http://interfacesimsr.weebly.com

/the-marksman.html

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