the marksman - festive (oct) issue

8/2/2019 The Marksman - Festive (Oct) Issue

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SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 2 | ISSUE V | OCT1

MARKSMANT

GuerillaMarketing No Moneymarketing -Old Monk

4Ps of Anna

Hazares

Campaign

andmore!

INSIDE

FESTIVEMARKETING

Celebration time for buyerand sellers alike


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EDITORS DESK

OCTOBER 2011 01

Cheers !!

Team Marksman

The Interface The Marketing Club of SIMSR

Dear Readers,

At the onset of this festive season, we bring to you a riveting,

celebratory and insightful festive edition of your very own MARKSMAN! This issue isour basket of wishes to all our readers thanking you all for your encouragement,

suggestions and unstinted support. We shall continue to strive towards excellence;

learning and raising the bar at each leap!

The coming few months, beginning Diwali to the New Year, are going to be full of

merriment and ebullience. Ring in the revelry with our cover story on Festive

Marketing! Read on how companies hit full throttle with promotions, offers and

advertising campaigns to leverage the occasion.

We hope you appreciate the element of surprise! Our special story shall take you

through some intriguing and creative Guerrilla marketing. Indulge yourselves with

MARKSMAN traditions such as TWEETS, ITS ALL ABOUT AD-ITUDE,REWIND and

get acquainted with our new addition SQUAREHEAD!

We, at Interface are overwhelmed by the increasing number of entries we have been

receiving in response to our call for articles. We take this opportunity to thank all our

readers for their enthusiasm and for making our job more challenging- we love it!Keep writing in! We would also like to congratulate the winner of our featured

articles section Mr. Abhimanyu Sukhwal. Our featured articles shall take you through

the unique, penniless marketing of Old Monk; explore how 4Ps are being used to sell

not just products or services but also socio-politico awakening, case in point, Anti-

Corruption campaign by Anna Hazare; next we open the Pandoras box claiming- All

Marketers are Liars.

We hope you enjoy reading this issue as much as we did bringing it to you! Until the

next issue, in memory of the great visionary- Steve Jobs.

Stay hungry, stay foolish!


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03

CONTENTS

THE MARKSMAN02

COVERSTORY

THE

REGULARS

06

SPECIALSTO

RY

FEATURED ARTICLES

New!


4/25

COVER STORY

OCTOBER 2011 03

The extended festive season is here! Itgoes on for about a month and a half,

and for the religiously inclined Indians,its also an auspicious time to do

purchasing. And the marketing

departments of all companies, big or

small, know of this opportunity and are

geared up for it , ready to go that extra

mile to rope in customers.

What is festive marketing?

The onset of the festival season is from

Onam and it lasts till Diwali, and in

between there are festivals like Durga

Puja and Dussehra. So during this period,

almost all of India has one or the other

festival being celebrated and companies

have the opportunity to push their

products and to this end, they come up

with various offers, either advertising iton a pan India scale using ATL(Above

The Line) Marketing or have separate

BTL(Below The Line) marketing

campaigns region wise. Majority of the

players increase their marketing spends

by nearly 30-40 per cent, along with the

introduction of new products, discountsand offers, and promotion campaigns. So

basically any special promotion offer

going on during the period between this

time can be classified as festive

marketing.

Whats in it for the companies?

In a country like India, where purchase

decisions are mostly driven by emotions,

the holiday season comes with a big

bonus of reminding the customers about

the Indian culture by associating it with

products. Festivities provide a very goodopportunity to reconnect with current

and prospective clients or customers.

Companies can plan out effective

marketing strategies during the festivals

that will help in making a better connect

with customers or clients, and this

Is it as bright as the festivities?

"It's not enough that we doour best; sometimes we

have to do what's required."

- Sir Winston Churchill


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COVER STORY

THE MARKSMAN04

is exactly what the companies do. They

will go to any extent to lure in the

customers in the festive season andmake them loosen their purse strings

even if they are unwilling, especially in

the recession and post-recession

recovery period.

How do they go about it?

As is evident, festive time is a bigopportunity to increase sales and so

companies leave no stone unturned to

gain as much advantage of this seasonal

increase in consumers willingness to buy.

Looking at previous trends, companies

see a 30-50% jump in sales figures during

the festive season. And to achieve this,

they spend accordingly too. Companies

like Sony and Whirlpool spend anywherebetween 100-150 crore towards ATL

and BTL promotion during this time

which includes television and print

commercial, OOH(out of home), cinema

and shop front advertising. These

advertisements usually talk about a

promotional offer or scheme that the

company is offering, and these schemes

are designed keeping the demography inmind which is evident from the fact that

different areas have separate schemes.

If we look at the offers being extended

this time around, Samsung India hasrolled out the Samsung Smart Utsav

offer, valid from September 10 to

October 31, 2011, under which the

company is offering gifts worth Rs 150

crore. Also, on the purchase of any

Samsung product, consumers are assured

of gifts like DVD packs, 3D titles, DVD

player, Blu-ray player and 3D glasses. The

company has targeted around 30 percent growth for the festival season and

has rolled out a host of new products

with the main focus on its Smart

television range and its home appliance

product ranges. Departing from

consumer durables and going into the

service sector,

Uninor had announced the launch of its

special Durga Puja Campaign called Kom

Damey Besi Kotha which translates to

more talk for less price, for both


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OCTOBER 2011 05

COVER STORY

Kolkata and West Bengal circles. The

campaign was offering more talk time,

hence more value for money forUninors customers in Kolkata and West

Bengal during the festival season. The

festive offer for Kolkata customers

includes up to 60% discount on all calls.

Are consumers buying into it?

During the festive season, people are

interested in buying new things andcompanies target this propensity of the

customers to introduce some very

attractive offers as mentioned before.

Now to a customer, who is already

willing to buy a product during the time,

it is an added bonus to get a free gift or

a discount on a purchase, but these are

not the people the companies focus

upon. Their prime targets are the

consumers who are on the borderline of

purchasing the product and the

promotional offer swings their decision

in favour of the purchase. Also included

in the target audience are people, who

did not think of purchasing the product,

but seeing a very lucrative offer, indulge

in impulse purchasing or think thatbecause of the limited nature of the

offer, they can miss it and end up

purchasing. These kinds of sales are the

ones which account for the increase of

about 30-50% in the sales figures of a

company.

So to conclude, we see that the deals on

offer during this auspicious season makefor a win-win situation both for the

consumers as well as the companies

because both get something out of it and

even though Lord Leverhulme, the

British founder of Unilever said Halfthe

money I spend on advertising is wasted,

and the problem is I don't know which

half such is not the case during

festivities. Companies do recover the

extra money spent on the IMC

(integrated marketing communication),

so go ahead and spend. These offers

wont last just like the festivities!


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SPECIAL STORY

THE MARKSMAN06

Guerrilla Marketing is a brilliant idea,

involving the customer in a surprising

and an unconventional marketing activity.

It should stand out from the saturated

advertising landscape by being fun and

not bothersome. It distinguishes itself

from other promotional tools by itssurprise effect. The aim is to irritate,

fascinate, and animate the consumer.

Guerrilla Marketing strategy is based on

imagination, unconventionality, and

flexibility instead of market power,

enterprise size, and marketing budgets.

Some of the Guerrilla Marketing

Weapons are:

Ambient Marketing

Ambient Marketing tries to approach the

customer individually through the place

of contact. It can be a medium with good

potential to bring attention to a brand

or a product in a creative way.

Following is an advertisement for

Rejoice conditioner in Bangkok, Thailand.

"To untangle all this, use Rejoice

conditioner

Presence Marketing- marketing

for being there

It entails making the business name

recognizable and familiar.

Fortune advertising agency has come upwith a very strange way to create

awareness about Johnny Andreans hair-

strengthening product launch.They

You will find it at the momentyou do not expect it!

And the moment you notice

the advertisement and start

thinking about its message

they have, what they want

your attention and interest.


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OCTOBER 2011 07

SPECIAL STORY

substitute passenger handle in public

transportation to demonstrate how

strong your hair turns by using their newproduct.

Ambush Marketing

Deals with attacking out of the blue!!!

For instance, at many major events one

brand of a particular category pays a high

price to be the exclusive sponsor, which

leaves their competitor in the dark.Ambush Marketers then find a way to

grab eyeballs by presenting their brand in

connection with the event, since it

attracts the attention of thousands of

visitors and also viewers on TV.

Big bazaar came up with three different

hoardings:

Experiential Marketing

Its becoming easier for us to tune out

and ignore advertisements today. So

experiential marketing aims to give you

an experience rather than send a one-

way message. Experiential marketing lets

you interact with the product and

associate your immediate emotional

responses with that brand.

Keep West-aSide. Make a smart choice!

Shoppers! Stop. Make a smart choice!

Change Your Lifestyle. Make a smart

choice!


9/25

SPECIAL STORY

THE MARKSMAN08

Excellent action developed in

Amsterdam for fitness first international

chain of health clubs. In order to remind

us our lack of physical activity, theyinstalled a scale at the bus stop bench.

ust sit down at the bus stop and your

weigh will appear on the billboard. A

perfect way to ruin your day and start

thinking about some abdominal exercises

and jogging.

Guerrilla Marketing in theMarketing Mix

Companies often operate according to

their traditional marketing philosophy,

but Guerrilla Marketing for single

campaigns is different. Here the balance

in the marketing mix shifts towards one

of the 4 Ps. Around 70% of the

campaigns put their focus on promotion.

The remaining 30% place their focus

equally on price, place ,and product.

The following examples are campaigns

where the focus is on one of the 4 Ps.

Here it is:

Guerrilla Promotion (70%)

In most cases Guerrilla Marketingappears in the form of promotion. The

non-profit organization WMF supplies

one of the numerous examples of

Guerrilla Marketing promotion with its

slogan:save paper save the planet.

By pulling the paper towel out of the

box, the level of the overall paper towel

pile decreases. The user can not only see

the decreasing pile, but also the effect

that the use of the paper towels has on

the rain forests in South America. With

this simple example WMF tries to

redirect the attention of the user

towards WMFs interest to maintain the

rain forests.

Guerrilla Pricing (10%)

The focus of Guerrilla Marketing

strategies can also be pricing. It describes

a new way to differentiate itself from the

rest of the competition.

Customers of the electronic retailer

Media Market were promised to get

back their money if they bought TVs


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OCTOBER 2011 09

SPECIAL STORY

before the Soccer European

Championship in case the German

soccer team won the tournament. Many

people took the opportunity and bought

one or more TVs.

In the end Germany did not even get

through to the final round and the

customers did not receive their money

back. Media Market was the winner.

Guerrilla Distributing (10%)

The distribution of a product can also bea special experience for the customer.

Even though books have a hard time

surviving competition from other media,

the famous Harry Potter series by J. K.

Rowling proved it wrong. Knowing fully

well that young readers were waiting for

the new book release and wanted to buy

the book at the day of publication, bookshops, retailers, and delivery services in

many countries offered special services

to customers to buy or to receive the

book at midnight in order to be one of

the first to own the book.

A lot of fans came to book stores

dressed in Harry Potters costume to

buy the first copies. Others were willing

to pay extra to get the book delivered to

their homes at midnight.

Guerrilla Product (10%)

The packaging, the form, and the brand

can be a vehicle for Guerrilla Marketing.

For example Kelloggs introduced its

Drink n Crunch cup shown in the

picture below.

only at home. This makes the cornflakes

an alternative to chocolate bars and

other sweets.

Done poorly, guerrilla

marketing can make yourcompany look like a nightmare.

Done correctly, it is one of the

single most powerful marketing

tools.

The cup allows the

customer to have

cornflakes-to-go. The

one-person-portion in

the cup only needs

milk in addition to

make it a snack that

can be enjoyed not


11/25

FEATURED ARTICLE

THE MARKSMAN10

One would never imagine that a

tenacious soldier could turn into an anti-

corruption crusader brilliantly executing

an amazing series of checks and counter-

checks leading to an eventual checkmate.

Product

The entire movement picked up theright pulse of a wide-permeating national

issue of corruption identified as the

latent need of every Indian. Anna himself,

with his charismatic leadership, Gandhian

persona, patriotic background and lack of

political affiliations proved to be the

right candidate for Indians to entrust

with such an onerous task. The core part

of offering was attacking corruptionthrough use of a strong anti-corruption

Lokpal (ombudsman) bill in the Indian

Parliament giving greater power &

independence to lokpal and lokayuktas

supported by the following tangible

entitites:

Hunger strike (fast) unto death at

antar Mantar (Delhi)

Gandhian topis with I am anna hazare

written on them

Other products in the category

working for similar causes were anti-

corruption activists turned supporters

like Kiran bedi and Baba Ramdev

Movement organized on the lines of

similar Independence for India campaign

by M.K. Gandhi

BrandThe central brand of the campaign was

Anna (main mascot of movement)

himselfacting as a challenger brand to

established names in Indian political

domain. Brand Anna skilfully executed

most of the 8 credos of effectively doing

more with less.

Price

lifestyle changes, psychological and legal

risks (friction with authorities and law)

due to participation in the movement.

This was strategically, significantly

reduced by branding it as non-violent

civil resistance.

Price which is the

cost to target

audience for

benefits offered

by the movementwas time, effort,


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OCTOBER 2011 11

FEATURED ARTICLE

PlaceThe high profile movement sparked a

viral outburst of protests across the

nation while doing justice to a multiplehub and spokes model initially targeting

key major cities and then the lesser

news-grabbing regions. Decision making

was centralized as opposed to

channelizing movements & minor tactics.

Promotions

The entire movement fits to be a perfectexample of Integrated marketing

communication with its India against

corruption campaign by effectively using

various vehicles of advertisement and

promotions like website

(http://www.indiaagainstcorruption.org/ ,

http://www.annahazare.org), social media

(Facebook5.26 lakh likes & twitter),

telephonic IVR & missed call services( 2.5 crore claimed missed calls),

customized games

the campaign formed the perfect recipe

for viral marketing.

Once visionaries & radicals like Baba

Ramdev, Kiran Bedi and Arvind Kejriwal

were wooed, it seemed only a matter of

time before the alphas (NGOs, activists,

publics, PR) followed. The bees (message

spreaders) seamlessly spread the

message to the mainstream which eventouched the laggards (high classes of the

nation nonchalant to / benefitted by the

prevalent corruption) to create a

resounding roar which made the political

big shots quake in their boots.

It may be too early to conclude whether

or not the entire movement will make a

difference to the problem of corruption

plaguing our country. However, one cantdeny that the nation just witnessed one

of the most effective marketers in

disguise - Kisan Baburao Hazare, or

Anna (big brother) Hazare who

demonstrated the 7 stages of Marketing

Judo with unprecedented perfection.

www.annahazaregam

e.com). The entire

campaign had a high

Social networking

potential further

strengthened by

celebrities andleading activists

alike. The entire campaign was skilfully

planned and tactfully executed. By

targeting the right social hubs, market

mavens & masses suffering fromcorruption (directly or indirectly)

Modern marketing at its best


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FEATURED ARTICLE

THE MARKSMAN12

"All marketers tell stories. And if theydo it right, we believe them. We believe

that wine tastes better in a $20 glass

than a $1 glass. We believe that $225

Pumas will make our feet feel better and

look cooler than $20 no names. . . and

believing it makes it true."

-Seth Godin in AllMarketers Are Liars: The Power of Telling

Authentic Stories in a LowTrust World.

Marketers today are storytellers. In a

quest to give people what they want,

they seem to have erased the line

between fantasy and reality. And all this is

fine with the consumers too they love

to hope. They love to believe that Fair

and Lovely will indeed be the path to the

career of their dreams, as a pilot, a

newsreader, an actor or a model.

Men, so what if you do not have either

good looks or money? As long as you

have fresh breath women will flock to

you.

Objectively speaking, using one specific

type of pen never guarantees good

marks in examinations. Neither does

drinking a particular brand of beverage

suddenly make a person a dare-devil.

and advertisements attempt to portray

that perfect state not as a dream, but as

a reachable reality. The special touch

added by marketers is the image that it

is only by using their specific product can

the consumers achieve what they desire.It is this hope that makes todays men

believe that the perfect suiting is

indispensible to being the complete

man.

However, TV

commercialsin India have

somehow

managed to

convince

consumers of

the same. But

it is not that

marketers are

lying outright.All consumers

have certaininnate desires


14/25

The Conditions Apply clause is

inevitably written in some obscure

corner in fine print. These practises

ultimately mislead consumers and trickthem into trusting make-believe

products that are portrayed to be the

best, cheapest, of finest quality, unique

and most-effective all at once.

Today in an era of increasing advertising

clutter, companies are finding it hard to

occupy a niche place in the minds of the

consumers. Further, a saturation point in

innovations in some products seems to

have been reached. Understandably,

there is a limit to which a detergent

powder, for example, can be made

desirable. After the power cleaning beads

and fragrances have been incorporated,

there is little left to innovate in the

product. It is now that marketers resort

to creating hype around their products,in the hope of attracting consumers.

Now comes in the promise of a life-

changing experience.

But in the long run is it really worth it?

Failure to meet the tall claims eventually

Vaibhav Bedi, a 26-year-old man filed acase against HUL, which owns theAxe brand of men grooming products

for cheating and causing him mentalsuffering.

products for over seven years. Axe

advertisements suggest that the

products help men in instantly attracting

women.

The need is a balanced approach

towards advertising. While marketers

must communicate the benefits ofproducts as creatively and convincingly

as possible, practices that attempt to

blatantly fool customers should be done

away with. Ethics should always be an

integral part of all marketing activity.

OCTOBER 2011 13

FEATURED ARTICLE

Marketing

communication isdesigned such that

consumers miss the

fact that products donot guarantee results.

disappoints consumers and

discourages repeat purchases.

Advertisements that promise

too much and not deliver may

also meet with marketing

disasters, tarnished brandimage and legal woes. In 2009,

He cited

his failure

to attract

any girl at

all even

though he

had beenusing Axe


15/25

FEATURED ARTICLE

THE MARKSMAN14

What is it about the squat, dark, oddlyshaped bottle that Indians dont seem to

get enough of? What is the magic of Old

Monk that never dies? What is the basis

of the unquestioning faith that the Old

Monk drinker reposes in the brand?I will start with a little introduction of

the brand, especially for the non-

alcoholics. Old Monk or Buddha Sadhu,

as we often refer to it, is dark rum

blended and aged for 7 years. There is

also a more expensive version, the Old

Monk Gold Reserve, which is aged 12

years. Old Monk is an Indian Made

Foreign Liquor (IMFL) brand that finds

itself in almost all bars the world over,

and is usually the least expensive drink

on the beverage menu. It has an alcohol

content of 42.8% and is produced by

brand, probably an answer to Harley

Davidson, Starbucks and Apples cult

status.

For the past 35 years, Old Monk has not

changed its bottle and neither its taste.

Good brands, it is said, try to build a

relationship with the buyers. Old Monk

has built a romance. Some say (read UB

Groups Mr. Vijay Mallya) that Old Monkhas a niche of its own, as it is priced

lower compared to the other alcoholic

beverages of its category. As such the

sales cannot be compared to that of

Bagpiper, for example. Whatever the

reason, Old Monk is known as the

Scotch ofRums. And though it may be

inexpensive to many, it is never cheap.

beaming from the bottle label surely isntthat attractive. So how does this leading

IMFL brand sell more than 125 million

cases each year? The answers are many-

Brand Loyalty, Low Price or sometimes

even Nostalgia.

Old Monk:

Mohan Meakins Ltd,

based at Mohan Nagar,

Ghaziabad, Uttar

Pradesh. It is the 3rdlargest selling rum in

the world and is oftencalled Indias own cult

So, thequestion that

naturally

arises is why

the success?

A funny, bald,old man


16/25

So, the question that naturally arises is

why the success? A funny, bald, old man

beaming from the bottle label surely

agdeep Kapoor, founder and Managing

Director of Brand Consultancy firm

Samiksha, says, Often we use a product

because our parents did. -One of the

many reasons for the success of OldMonk. 35 years old banker Prakash

Tandon quotes, "My grandfather

introduced it to me.and now I cant

seem to drink anything else. Indian

customers tend to stick to a brand as

long as the taste and quality are

maintained. Being priced towards the

lower side, Old Monk is a drink for India.

It unites the diverse castes, creeds and

social strata and differentiates among

none. It is automatically the first choice

of the college student, being one of the

most inexpensive drinks on the counter.

After that, the student grows up, matures

and retires, new years come and go, but

the Monk remains, as Old as he can get.

It becomes a close friend, a confidantand a keeper of memories.

It is said that Brand Loyalty ensures that

sales keep coming. But Old Monk

drinkers are not merely loyal. They are

Brand Fanatics. They become hardcore

devotees of the brand and are typically

very addicted. Word of Mouth does therest.

get rich and shift to Scotch and Vodka,

but a bottle of Old monk never seems

to leave their beverage racks. It is not

rum, not an alcoholic drink, not a hard

days night. It is a companion that makes

strangers friends, never lets one feellonely and a companion that is always

there, in grief and merriment. This

ensures Mohan Meakins that the moolah

continues to come even with penniless

marketing.

OCTOBER 2011 15

FEATURED ARTICLE

The only form

of promotions

visible is the In-

Store

Promotions in

the form of

danglers and

counter-topand shelf stickers. People


17/25

SquAreheaD

THE MARKSMAN16

With new additions to team Interface comes new talent and fresh ideas

to take the newsletter to the next level. This is one such idea we, the

Team Marksman have given a try. Presenting to you, SquAreheaD, ananime version of all that's happening in the world of marketing. Hope you

readers will love it !


18/25

OCTOBER 2011 17

REWIND

In Greek, Nostalgia literally means pain

from an old wound. Its a twinge in yourheart, far more powerful than memory

alone. Nostalgia is like a time machine. It

goes backwards and forwards, reinventing

the wheel of memories.

Interface, true to its name, introduced

people's current illustrious face to the

young ambitious one while they were still

students. The whole setup was designed tobring alive a sense of belonging. The

interface stall, the wheel of fortune kept

alumni engaged and literally on their toes.

It was a test where no one could fail. It was

an exam where the only emotion was

happiness and satisfaction. It was a game

which had no politics, just the charm of asport. The Television a.k.a the Idiot Box

cast its spell to aplomb to attract people

towards the stall and enter into

exploration mode.

There is something peculiarly special about

the Kal, Aaj aur Kal factor. The movies

tapped it, some advertisements did as well.

But you witness its power when you see ithappening right in front of your eyes-

When you see the mark of respect in

alumni's eyes for a professor who imparted

knowledge to him/ her. After all Education

is the real Interface to Success !


19/25

OCTOBER 2011 18

ITS ALL ABOUT AD-itude !

PRINT AD

Brand:The Times of IndiaAd Agency: Umbrella Design

Its time for the TOI Lokhandwala

Durgotsav 2011 and it is here to remind

you that this is the time for everyone to

forget all their differences and cometogether in celebration . After all, Faith is

Individual, Celebration is Universal.

The brilliantart work has a stunning mix

of convention and modernity. We see

Durga, with all her elements of divine

glory, in a funky new avatar. Going against

the norm, instead of using flashy and

bright colours that are generallyassociated with festivals, especially Indian

festivals, the colour palate has been kept

very muted and soothing.

Its off-beat, eye catching and gives a fresh

twist to a traditional tale.

TVC

Company: Coca Cola

Ad agency: McCann Erickson

This Diwali, Coke makes us walk downmemory lane by telling the tale of a group

of youngsters. These friends decide to

light diyas in memory of all the wonderful

moments they have shared together.

The shortcut by-lane that always saved

their lives, the wall that was made the

wicket in countless games of gulli-cricket,

Bahadur - the guard at the Girls Hostel,the romancewalarock, the canteen table

and so on.

By lighting two more diyas, Coke makes us

celebrate all the bits and pieces that made

our lives fun filled. This ad represents

what Coke is all about- something that

you celebrate with. The ad instantly makes

a connect with the audiences on an

emotional level. It says that Coke has

always been a part of all these moments

of joy and sorrow and will always remain

that way.

Wherever there is a celebration, there is

Coke!


20/25

TWEETS

THE MARKSMAN19

Apple Inc stunned Wall Street by reporting results

that missed expectations for the first time in years,

blaming rumours of the new iPhone for hurting

demand in the September quarter. For any other bigcompany, a 54 per cent increase in profit and a 39 per

cent jump in revenue would be enviable. For Apple

though, weak sales of its star product - the iPhone -

were enough to overshadow everything else when it

reported fourth-quarter results.

Czech automaker Skoda is lining up a new compactcar Citigo for India, the small car originally planned

for Europe. The company has not been able to

crack the bigv olume compact car segment in India

with the Fabia, and it now plans to launch new

products in the lower-end of the market to corner

higher numbers and market share.

Come 2012 and BMW will be launching the iconic

MINI brand in India. MINI will bring their entireproduct line up to India which consists of the

MINI Cooper hatchback, the MINI Cooper Coupe,

the MINI Countryman, the MINI Cooper

Convertible, and the MINI Clubman. The price will

start from Rs. 25 lakhs for the MINI range of cars.

Marquee ethnic wear chain Fabindia has acquiredmajority stake in the UK based women wear

retailer EAST. The New Delhi-based Fabindia has

the option to buy the balance stake and take full

control of the foreign retailer within a year, said a

top company executive.


21/25

OCTOBER 2011 20

TWEETS

Apple Inc's iCloud service, part of its first product

release since the October 5 death of Steve Jobs,

may cement the loyalty of millions of consumerslured by Jobs's pioneering mobile devices over the

past decade. The service will automatically store

photos, songs and other files on servers at Apple's

data centers and sync them with all of a

customer's gadgets.

Over the past week you might have

seen a cute blue monster peeping out of

television sets, newspapers, hoardings

and web pages. Say hi to Bisley, the new

friendly neighbourhood mascot for

bottled water brand Bisleri which has

returned after almost 2 years !

Dish TV's latest commercial talking about new

offers finishes with the line; 'Itne mein, itna

kuch. Kahin bhi pooncho'(so much in so less a

price. Go and ask anywhere). Which is in direct

contrast to the Tata Sky advertisement which

says, ask questions.A cold war on the cards?!


22/25

BUZZ

THE MARKSMAN21

THE CROSSWORD Clues

Across

1. Which company recently launched this

new mascot? The name of the company can

also be said to be the generic name of the

product category.

2. This mountain was the inspiration for theogo of which company?

4. Which brand was invented by Alexander

Liepa of Montgomery, Ohio for the US Army,

known especially for its packaging. In 2006, it

released its product with either trivia

questions or jokes in red or blue ink.

6. General Purpose Epoxy Compound of

Mahindra, was called _________. Thisdivision was later sold to Pidilite.

8. Mansukhbhai Mahadevbhai Kothari once

noticed that some customers at a shopwere

getting impatient with the time taken to get

their favourite item. which company did he

start after this.

Down

1. Which Bollywood actor had a companynamed, "Golden Wafers", before he came into

the glamour world?

3. Engaging you, Achieving Together, Passion

for Innovation, Very Human. Connect this to a

company whose earlier logo is given.

5. To which company would you associate

this character?

7. The CEO of this company is a civic activist,

an art collector, has also authored Ale and

Arty, a coffee table book about brewing beer.

Identify the company?

Answers:

1.BisleriandthemascotnameisBisley(across)2.Toblerone3.Nokia4.pringles5.Pepsi6.mse

7.Biocon8.Panparag1.BomanIrani(down)


23/25

OCTOBER 2011

Articles can be sent on any one of the following topics*:

Will the tablet "Akash" bring the desired change in

Tablet landscape & will it have ubiquitous acceptability?

Re positioning of Blackberry from corporate to youth.

Destination branding

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

1. One article can have only one author.

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

MUST be replete with relevant pictures that can be

used to enhance your article.

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

4. Subject Line: Your Name_Institute Name_Course

Year.5. Kindly name your file as: Your Name_Topic

The best adjudged article will be given a winner's

certificate.Deadline for submission of the articles: 11:59 PM ,

14 November 2011.

CALL FOR ARTICLESNOVEMBER 2011

22


24/25

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http://interfacesimsr.weebly.com/the-marksman.html

OR drop in a mail/contact us at : [email protected]

Subject line: Subscribe: Your Name_Institute Name_Course Year

Website

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ollow us at:

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THE MARKSMAN23

COVER STORYUpveen Tameri

SPECIAL STORYHinal Shah

ITS ALL ABOUT

AD-itude !Tilottama Sanyal

SquAreheaDPallavi Srivastava

REWINDPallavi Srivastava

Tillotama Sanyal

COVER PAGE

Vishal Thakkar

TWEETS

Upveen Tameri

BUZZ

Sujit Mishra

DESIGN

Vishal Thakkar


25/25

Happy Holidays !

the marksman - festive (oct) issue

Documents