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Coloured with MARKETING 2020: New horizon, New Challenges !!!

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MARKSMANThe

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EDITOR’S NOTE

Dear Readers,

We welcome you to the March edition of “The Marksman”, wherein we discoverthe new colours of marketing as we celebrate the festival of Holi this month.

This edition explores the concept of “Sensory Marketing”, which helps usunderstand how marketing impacts a consumer’s five senses that eventually affectshis perception or judgement of a brand. The article lucidly explains the process andwinds up with few interesting examples.

Our Brand Markive focuses on the delicious desirable ice – cream chain, Ben &Jerry’s, a brand well known for its innovative flavour names. The endless brandwarfare has been covered in the Special Story section, with a plethora of examples,it makes you ponder over these notorious brand activities. The Marketing Faux Passection highlights the multinational retailer, TESCO’s positioning strategy duringChristmas that went awry.

The Marksman continues to provide you Tweets, Buzz, Bookworm, Ad-itude,SquAreheaD, Hallmark Campaign, through which you can gain a better insight intothe marketing world.

We feel content and motivated when we get a good feedback from our readers. Doshare your views for this edition on www.interfacesimsr.com/the-marksman andstay connected with us.Enjoy this journey of our March edition.

Happy Reading!

Team – MarksmanThe Interface,The Marketing Club at SIMSR@marksmansimsr

CONTENTS

02 THE MARKSMAN

TWEETS

BRAND MARKIVE

BOOKWORM

SPECIAL STORYBRAND BRAWLS

COVER STORYSENSORY MARKETING

MARKETING FAUX PAS

22

BUZZ

IT’S ALL ABOUT AD-ITUDE

Hall-MARK CAMPAIGN 19

17

14

09

07

06

03

24

20ReWIND

TWEETS

AN ANDROID PHONE THAT LASTS 2 WEEKS WITHOUT

CHARGE

A Chinese company, Onyx hasunveiled a MIDIA InkPhone, a 4.3-inch device, which claims of abattery that can last for up to twoweeks on a single charge. However,the smart device low on speed witha relatively low-end CPU having asmall amount of RAM and 4GB ofstorage. Onyx will be available viaAmazon.com in April 2014 forapproximately $195.

VOLKSWAGEN UNCOVERS ITS FIRST VIRTUAL COCKPIT

Volkswagen unveiled James 2025, aprototype of the interiors of ‘the car offuture’, at the opening ceremony of CeBIT2014. It is a virtual cockpit where driverscan sit back and hand over all the controlsof their cars by pressing just a few buttonson the panel. In the automatic mode, thesteering wheel, seating position and thelight coding changes and a large centralscreen gives the driver details of anyplanned trips.Every James 2025 is installed withapproximately 1.5 kilometers of wiring andmore than 50 electronic control devices.Their combined computing power isequivalent to 20 of the latest PCs presenttoday.

MARCH 2014 03

TWEETS

MIT RESEARCHERS DEVELOP ‘FISH ROBOT’

MIT scientists have developedan autonomous robotic fish thatcan execute escape maneuvers,aiding it to change directions injust a fraction of a second, oralmost as quickly as a real fishcan. Carbon dioxide releasedfrom a canister in the fish'sabdomen causes the channel toinflate, twisting the tail in theopposite direction. The fish canperform 20 to 30 escapemaneuvers, depending on itsvelocity and angle, before itexhausts its carbon dioxidecanister. A new version of thefish will be able to swimcontinuously for around 30minutes.

A USB DRIVE THAT TRANSFERS MOBILE FILES FASTER

Without the need of an internetconnection for uploading files to and fromGoogle Drive or Dropbox, Leef's Bridge3.0 flash drive provides a flexiblealternative wherein you just need to plugin the connector and you can stream orcopy content to and from your Androidphone, tablet, PC, or Mac. The Leef Bridgeclaims to be compatible with some 40Android phones and 16 tablets.

04 THE MARKSMAN

TWEETS

PASSWORDS THAT CHANGE EVERY MINUTE

In response to the vulnerabilities of thearchaic username - password formula,Winfrasoft has developed a new agealternative based on a four-colour grid withnumbers inside that bear resemblance to aSudoku puzzle.

Users select a pattern on the grid as their"password" and because the numbers insidethe boxes change once per minute, thecode changes too, making it far harder tohack.

AN ATM FOR FOOD

The Atchayam Foodbox, installed atChennai’s Koyambedu bus stand is thefirst-of-its-kind concept in food retail. Onejust needs to key in some commands andswipe a card to get food the foodbox. Itserves everything from snacks to completemeals from popular restaurants in Chennai.

MARCH 2014 05

This is one of the most powerful print ads that has come in recent times. It reflects thehorror of driving carelessly without using many words. The meaning is loud and clear. If youdrive carelessly then you have many to lose, that’s why think of both sides. The kid in-frontand the reflection in the mirror creates a sense of urgency in one about the danger thateveryone inside and outside the car faces.The message at the bottom is clear and simple.

IT’S ALL ABOUT AD-ITUDE

Print Ad

Television Ad

Client: MTS

Creative Agency: Creativeland Asia

06 THE MARKSMAN

Client: City Administration, Ekatirenburg Russia

Creative Agency: Red Pepper, Ekatirenburg Russia

MTS launched this new TVC on 28th Feb. Barely two weeks into its release, it has garneredaround a million views on YouTube. The ad clearly shows the significant amount of internetusage in our lives through various sources. The best part of this ad is the selfie that the kidtakes with the nurse on her phone just after he is born. This ad shows the importance ofinternet in our lives and how this is seeping into the youngest of the members in ourfamilies. Do take a look at this ad, it will surely tickle your ribs.

BRAND MARKiveBen & Jerry’s

MARCH 2014 07

Top of the mind recall for Ben & Jerry’sice cream and it has to be an array ofhigh quality ice creams, animated boxesand catchy ice cream flavor names likeLate night snack, Bohemian Raspberry,Caramel Hatrick , to name a few of the100 + flavors in their basket. They alsohave sorbets and yoghurts which areequally popular and scoop shop hits!

Ben & Jerry’s started in the year 1978from a small shop in a renovated gasstation in Vermont and have moved on tobuild a business that is as legendary andeuphoric like no other. Ben & Jerry’senrolled in a $5 correspondence coursein ice cream making from Penn state andborrowed $4000 out of $1200 to kickstart their business.

Within no time did they see success astheir products were limited but madefrom the heart and with great passionand care. Soon they celebrated their firstanniversary and were the first and onlybusiness to sell free ice cream all day long

under the name, ‘Free Cone Day’which continues till date in all the Benand Jerry’s Scoop shops all over theworld.

In the year 1983, Ben & Jerry’s madeanother landmark as their ice creamwas used to build the largest icecream in the world at Vermont andweighed 27102 pounds. This was thekey to the treasure chest of successthey had in store. With increase insales and accelerated growth they setout with their first community serviceand pledged to make the world abetter place in every possible way.

They set a precedent by discoveringan unfamiliar clause about stocks andbrokering, to establish a Vermont-onlystock offering funds for a newmanufacturing company. This step setthe pace for them and led to thefoundation of the Ben & Jerry’sFoundation which constantly strivesfor a change in the society and everyemployee is committed towards it.

08 THE MARKSMAN

BRAND MARKIVE

They believe, “you cannot make adifference unless you are a part of it”which holds true and is more thanrequired in the current hardnosedworld.

They have moved on to mark severalmilestones right from naming the firstice cream Cherry Gracia named aftera rock star, Jerry Gracia who was aleading guitarist and has many songsunder his name to raise their voiceagainst the Recombinant BovineGrowth Hormone based on itsadverse economic impact on familyfarming and public confidence in thewholesomeness of dairy products.

Also an effort was made to drive voterturnout amongst young people bypartnering with Rock The Vote andleveraging the campaigning by bringingin the ‘Free Cone Day’ which managedto bring out over 11000 voters in asingle day breaking records.

Ben & Jerry’s is a firm that grows alongwith the environment and society alongwith serving the best ice creams to oneand all and bringing a smile on people’sfaces which is the need of the hour tomake the world a better place.

COVER STORYSENSORY MARKETING

MARCH 2014 09

Sensory marketing is defined as “marketingthat engages the consumers' senses andaffects their perception, judgment andbehaviour”. As competition gets tougherand the race to capture the market quicklyintensifies, brands are looking to sensorymarketing as a silver bullet tostrengthened communication strategies.From a research perspective, sensorymarketing implies an understanding ofsensation and perception as it applies toconsumer behaviour.

There is a strong interlink between thefields of sensory marketing and psychology.That is why marketers working in thisdomain have to constantly refer topsychology or be in consultation withpsychologists experienced in the relatedfield. Along with psychology, biologyespecially the sub-domain of neuroscienceplays an important part in understandingthe behavioural changes to a sensorystimulus.

There are 5 basic senses – haptics ortouch, olfaction or smell, audition, tasteand vision. The marketing model ofsensory marketing is shown.

Sensation v/s PerceptionTo fully appreciate the effectiveness ofsensory marketing techniques, we haveto first understand the basic differencebetween sensation and perception. Insimple words, sensation leads toperception. When something appeals toour one or more of our 5 senses, weperceive something in response to thesensation. Scientifically put, sensation iswhat we experience when somethingimpinges on any of our receptor organsand perception is our reaction to thesensation felt.

1.VisionVision is the sense exploited the mostby brands right from the child cradledays of advertisement.

Colours, alignment, designs etc. have beenused to arouse a sense of emotionalconnect between people and brands.

Pictures can play tricks with the mind.What we see is not always the same aswhat we perceive to see. In the abovefigure, even though what we are seeing areparallel lines, the lines do not appear to behorizontally parallel. This illusion is aclassic example by which the differencebetween sensation and perception can beclearly understood and once and for all beput to bed. All advertisements, be it on TV,out of home hoardings, banners postersetc. have to satisfy the basic criteria thatthey should be visually pleasing to thehuman eye. A lot of documentation can befound in this area and hence this articlewill concentrate on the other areas ofsensory marketing.

2.HapticsWhen ordered hierarchically, haptics ortouch comes first, right at the top. It is alsothe first sense developed in the womb of amother and the last sense one loses at thetime of death. The vitality of touch in thefield of marketing cannot be stressedenough. Both interpersonal touch andproduct touch are important aspects inthe field of haptics as far as sensorymarketing is concerned.

COVER STORY

10 THE MARKSMAN

COVER STORY(i) Inter personal touch (humans touch

humans) – trust and generosity.It is a proven fact that sales increaseswhen a salesman makes some sort ofphysical contact with the client, like ahandshake . This is because whena human touches another human, it isthe same as sending a message. Thetrust factor comes into account and bytouch, it was found that the trustbetween consumer and salesmanincreases two-fold.

Similarly, research has found that the tipof the waitress increases by three timesthe amount of she actually physicallytouches the customer.

(ii) Product touch (products touchingproducts) – disgust

Just like how humans touching

COVER STORY

MARCH 2014 11

COVER STORY

humans can either drive up or drivedown sales, in a similar manner, productstouching products can also have asignificant bearing on sales. This conceptcomes into play especially insupermarkets where the products aremany but the space is less, so the factthat products touch other nearbyproducts is inevitable.

For example, if tampons are placed near abag of potato chips, it decreases theappeal of the potato chips and this willresult in lower sales. However this is notjust limited to the supermarket. Locationdetermination is an important parameterin the smooth functioning of a business. Ifa coaching classes centre is located justadjacent to a noisy factory, it is not likelyto attract the same number of studentsas it would if located next to say a park.

3.OlfactionBiologists have established a definitivelink between the olfactory receptors andhuman memory. None of the other 5sensory organs have a direct connectionto memory. This gives marketers a newdimension to explore when it comes toinnovation in marketing. Scents can beused to enhance memory and strengthenbrand recall. We see thousands of imagesevery day; we are exposed to numerousbrands each with their own gamut ofproducts. Amid all this clutter ofinformation, it is scent that will help us

recall the where, when, and what ofthe things we see. Thus, smell helps usslice through all the unwanted clutterand remember what we want to.

4.AuditionPictures, banners, logos etc. are themore evident ties to a brand.However, did you know that evensound can be used to recognise abrand? Even if we leave the field ofmarketing aside for a moment, we seethat we associate sounds withactivities happening all around usduring the course of the day – thebark of the dog, the engine of theapproaching railway train and manyother such instances.

The classic sound of MicrosoftWindows when one starts thecomputer or the trademark 2 secondtone of the Intel Pentium chip, theonce often heard start-up tone of the

COVER STORY

12 THE MARKSMAN

COVER STORY

olfaction – how the food smells,touch– how the food feels both in thehand and the mouth, sound – thecrunchy sound created by bitingwafers. All these come together toform our 5th sense that is taste.If we take a look at theadvertisements on television, we seethat most of the food and beverageads portray their products taste, touchand smell. This is obviously becauseads that appeal to more than onesense have a better chance of a salesconversion. Some companies like Laysalso advertise the crunchiness of theirchips in their ads.Taste is the only sense whoseperception depends on other extrinsicfactors like physical appearance, brandname, ingredients, packaging,advertisements etc.

Nokia handset, though not so muchnow, all remind us of their respectivemakers. Often, as in the case ofadvertisements or other form of videoads, visual representation and audiospeech go hand in hand. Soundaccompanies picture. However, soundemitted from products is not the onlyways to recognise a brand. When theimposing voice of Arnab Goswami ringsthrough the television screens, it tellsus that its 9 o’clock in the night and thefolks at home are watching TheNewsHour on Times Now.

Music and advertising complement eachother very well in the field ofadvertising. Faster tempos and quickerbeats generate positive emotions. Inrestaurants, there will always be abackground track playing. Even thechoice of music goes a long way inincreasing the sales of certain items. Itwas found that in a restaurant, whenFrench music was played, the sales ofwine went up and vice-versa the salesof wine declined when English musicwas being played. Music systems nowfind themselves in almost every touchpoint that a brand has with thecustomer, especially brick and mortarmodels. Be it a restaurant, supermarket,gym, mall or anything else.

5.TasteTaste is a combination of the 5 othersenses.Vision – how the food looks,

COVER STORY

MARCH 2014 13

COVER STORY

McCain Foods

McCain foods ad shows this youngboy enjoying a delicious french fry.Notice how all the senses aredepicted in this one picture. Thefrench fry is in the shape of a smilingface which makes it visually pleasing.The boy while holding the french fryalso seems to be enjoying the tasteand smell of the food he is eating.

To sum up, yes sensory marketingtechniques have been in use sincequite some time now, but it wasn’tuntil only very recently that it waschristened as sensory marketing.Brands accros domains appeal to oursense of touch, taste, smell, auditionand vision through various techniques.It is just that they were interactingwith our subconcious mind. The nexttime you see an ad on television, tryto relate it with this article and youwill witness first hand how sensorymarketing works.

Sensory marketing around us

Pond’s

Pond’s, a major skin cream brand reliesheavily on communicating their brandsUSP i.e. softness through touch. In theadjoining picture it can be seen that aman is measuring the softness of hiswife’s skin by pulling her cheeks. Thisstrategy adopted by Pond’s resulted ingreater sales and soon its competitorslike Dove, etc followed suit.

SPECIAL STORYBRAND BRAWLS: Comparative Advertising Strategy

14 THE MARKSMAN

WHAT IS COMPARATIVE ADVERTISING?

It is a sales promotion strategy wherein aparticular product, or service, specificallytargets a competitor for the purpose ofshowing why the competitor is inferior toit.

WHY COMPARATIVE ADVERTISING?

Today’s competitive nature of the marketdrives more and more brands to indulge inthis strategy of marketing so as to capturelarger audience.

Rival brands have been ridiculing each othersince time immemorial through a host ofadvertising mediums –from posters and billboard ads to print adsand videos. But right when it seems thisform has fizzled out, some brands step uptheir game and openly deride their rivals.The intense passion of each brand toshowcase its’ product as the best, is whatdrives this strategy. There is somethingabout Comparative Advertising alsoreferred to as ‘knocking copy’, which doescatch viewer’s attention. It does incite themind and gets noticed widely. To prove mypoint, I will take you through some of thebest exemplifications of this advertisingstrategy.

Mercedes-Benz Vs. Jaguar

In September 2013, Mercedes-Benzstarted a viral ad campaign to showcasetheir Intelligent Drive Magic BodyControl which offered optimum drivingcomfort. The message they sent acrosswas "What do chickens and Mercedes-Benz have in common? Stability at alltimes.“Within 3 months, Jaguar decided tochallenge Mercedes-Benz with their"Jaguar vs. Chicken" advertisement. Theyused a similar concept showing chickenstability throughout the video but with atwist at the end: "Magic Body Control?We prefer cat-like reflexes, don’t you?“

Google Chrome Vs. Microsoft

Archrivals Microsoft and Google havealways been up against each other. WhenGoogle launched the ad titled Chrome:Now Everywhere, to promote theirbrowser, Microsoft released an adcampaign titled ‘Scroogled’ in just two

SPECIAL STORY

months and warned users about Chromebreaching their privacy. Microsoftlampooned Google Chrome’s ad bylaunching an ad titled ‘Microsoft InternalGoogle Chrome Bouncing Ball NowEverywhere’, claiming that Chrometracks everything they do.

Google shot back that while Microsoftwas engrossed in selling t-shirts, Googlewas working hard on Google Glass!

Samsung Vs. Apple

These two tech giants are constantlyinvolved in feud. This all began withSamsung’s ad campaign-The Next BigThing, in late 2011 to promote their thennew smart phone, Galaxy S II. The adportrayed Apple fans, waiting in line for

MARCH 2014 15

the next iPhone release, to be ironicallychecking out Galaxy S II. The ad not onlyopenly mocked iPhone users with lineslike "Why don’t you guys just get 4Gphones?" but also took the opportunityto boast about their larger screens.A month later, Samsung featured aposter on their Facebook page. Itcontrasted the Galaxy S II against a pileof an iPhone, obsolete cellphone, and apair of empty tin cans.

PEPSI Vs. Cola

As you know it, the rivalry is legendary.The Coke vs. Pepsi conflict raged on fordecades on supermarket shelves, fastfood restaurants and the like. The fighthas often gotten personal. Mostrecently, Pepsi attacked Coke's famedmascots: the polar bears and Santa.

Coke almost always held the largermarket share in carbonated soft drinks.But at times, Pepsi - fueled by smarterand more aggressive advertisingcampaigns - moved ahead.

SPECIAL STORY

PepsodentVs. Colgate

These two have shoved down eachothers’ throat for ages. HUL launched‘Pepsodent GermiCheck SuperiorPower’ which allegedly disparagedColgate’s toothpaste ‘Colgate DentalCream Strong Teeth’. The Print Ad‘Pepsodent now better than ColgateStrong Teeth’ directly mocked Colgate.

Beyond these catfights, the brands needto think for themselves: who will suchfights benefit? Will it result in long termor just the short term growth innumbers?

In the heat of competitive battle, brandsare likely to make tall claims tooverthrow the competition, but thesewill only land them in a soup as the endconsumer is bound to see through thisfarce.

16 THE MARKSMAN

The greatest danger of all is that it willlead to formulations of stringent laws byregulatory bodies in the country, thusadversely affecting the entire industry.

There is another dimension we need tolook at. How Consumers perceive thisadvertising strategy?

I guess the perception is quite variable.Where few might value the distinctinformation delivered from such ads, fewmight also consider comparativeadvertising a foul game. Is it worth therisk of sacrificing the latter consumerfor the former? Or, is there a sacrifice atall?You be the judge.

MARKETING FAUX PASTESCO Big Price Drop

MARCH 2014 17

Normally under this section, we talk aboutthe product, that in a way completely failedto make an impact due to different specificreasons like in one edition, we discussedhow Maruti Suzuki Kizashi failed because ofthe wrong pricing. This time we are going tothrow light upon an incident which makesus realize that when big shots of the marketcommit mistakes in their marketingcampaigns and strategies, they realize thedisadvantage of their own size which theyboast of, because the repercussions are inproportion to that. Well, coming to themarketing faux pas that we are going to talkabout this time, is when TESCO wentwrong with one of their marketingcampaign.

In September 2011 supermarket giantbrand TESCO announced “Big PriceDrop” communicating it as an immediatehelp for families all over the country(U.K) in the tough economic times byslashing the prices across a selection of3,000 everyday products - from milk topasta, fresh fruit and vegetables, trying totell its customers, how much it cared forthem where it actually wanted tocapitalize on the 3 crucial months of theChristmas season during which storeslike TESCO and others generate theirmaximum revenue.

But this campaign actually caused awhopping 15 percent drop in itsshares. According to TESCO itself, 5billion pounds were lost on the pricecutting campaign, failing to draw enoughcustomers in to justify these lower prices.The analysts said, that the campaign failedwith consumers nationwide simplybecause TESCO had failed to ‘captureconsumer mood’ and the need of thehour for TESCO keeping in mind itsrecent sluggish performance.

For last few years prior to that, TESCOwas trying to push products relentlesslyby introducing one price promotion afteranother, and when it was the correcttime, the Christmas season, to regain the

customer trust by focussing on creatingsuperior “shopping experience” which itscompetitors were providing in a better waythan TESCO, another price promotion, the“Big Price Drop” followed which had tobackfire. Value propositions like productavailability, service and the quality ofproduct were not at all part of thecampaign.

The brand further suffered a big blow dueto this faux pas. The incident made themrealize that the average shopper expectsmore than just ‘big and cheap’ which isactually why family orientated Sainsburyhad a record breaking Christmas financiallyaround the same time.

With the name of the campaign as Big PriceDrop, all the attention went on being justabout the price, which emphasised negativeperceptions regarding the quality ofproducts, whereas rivals of Tesco were ableto be more sophisticated with theirmarketing. They were communicating moreconcrete and relevant messages in theircampaigns and the pricing component wasnot the leading driving force to attractcustomers.

Like one of TESCO’s biggest rival Asda didwith “Asda Price Guarantee”, which offeredto give customers the monetary differenceif it was not 10% cheaper than rivals, and“Sainsbury's Brand Match” system meant nosupermarket stood out in the price waranyway.

These other brands made sure that thepricing aspects were communicated asan added advantage (and not the corevalue proposition) or a perk that thecustomer would get if they shoppedwith them. In their campaigns, thepricing component was not the leadingdriving force to attract customers, itrather came as an added advantage.TESCO could have avoided this failure,had they focused upon deliveringquality products with least out of orderincidents and communicated the samething in their campaigns.

After having dealt with delivering thecore services in efficient and correctmanner they could have definitelyfocused on providing regular discountsto compete with its competitors.

This marketing faux pas not only taughtTESCO a lesson, but also made othersimilar companies realize theimportance of understanding thepriorities of their customers andfocusing on delivering the core valueproposition in the best possiblemanner.

Another lesson learnt was that everymarketing campaign should be designedafter a detailed research keeping thesethings in mind.

MARKETING FAUX PAS

18 THE MARKSMAN

Hallmark Campaigns are about recentadvertising campaigns that have broken themould. But once in a while, somecampaigns manage to do more than that.They change lives.Something similar happened in Lima, Peru.Lima is the largest city in Peru. It is alsoone of the driest places on the planetreceiving up to just 1-6 cms of rainannually. However, the humidity in Lima isa mind boggling 90%, which means that itis full of water vapour. A lot of potentialbut little action.A very similar thing was happening in anengineering college of the city. Lot ofpotential but very less students. So, tomake engineering more attractive to thestudents, Peru's University of Engineeringand Technology approached the ad agencyof Mayo DraftFCB, who came up with thisbrilliant idea of a billboard which wouldconvert Lima’s H2O-saturated air intopotable water.I will not bore you with the physicsinvolved in the process but a little basicinformation never hurt anyone. Thebillboard uses electricity, just enough topower the reverse osmosis filtrationsystem that is present inside the billboard.The filtered water is then stored in thetanks that are located in the pole thatsupports the board.

UTEC

Hall-MARK CAMPAIGN

At the bottom of the billboard, is a tapthrough which anyone can drink to theirheart’s content. The billboard alsorequires winds of at least 15 mph togenerate enough power for thecompressor and in a desert city likeLima, it is definitely not a problem.According to Mayo DraftFCB, thebillboard has already produced 9,450liters of water (about 2,500 gallons) injust three months, which it says equalsthe water consumption of “hundreds offamilies per month.”After all this, the question remains howaffective the advertisement campaignactually was.Since the billboard's installation, UTECreports a 28 percent increase inenrolment. Results like that may attractthe attention of private companieslooking for new ways to advertise.UTEC has not yet announced plans toinstall more billboards in Lima or tomake the technology commerciallyavailable elsewhere, but the project hasstarted new discussions about how toprovide access to clean water. The maingrudge that people usually have againstbillboards is that they mar the localscenery. Looks like UTEC andDraftFCB have managed to put thatdebate to bed too.

MARCH 2014 19

A workshop on brand building andadvertising was conducted by two of themost eminent personalities from theworld of branding and advertising - Mr.Ambi Parameswaran, Advisor, DraftFCB+Ulka, and Mr. Kinjal Medh, MarketingHead at National Stock Exchange of IndiaLtd. They are also the authors of ‘BrandBuilding Advertising’ a book which consistsof various case studies on Indian brandbuilding and Advertising. Mr. AmbiParmeswaran is also the author of ‘ForGod’s Sake’ a renowned book on thebusiness of religion.

The workshop was attended by thestudents of K.J Somaiya Institute ofManagement Studies and Research fromvarious courses, and also by the facultymembers. The workshop was divided intotwo sessions forenoon and afternoon withthe stalwarts enlightening the participantswith some of the best strategies followedby the top brands in the world.

The forenoon session witnessed Mr. KinjalMedh, delivering an extremely brilliantworkshop on brand building. He startedoff by sharing his experience in theindustry, being a marketer, followed byvaluable insights into the world ofmarketing and brand building.

Workshop on Brand Building and Advertising

ReWIND

He then discussed various case studieson Indian brands, and how these brandshave succeeded to achieve greatmilestones in the industry. A few of thebrands that he discussed wereNaukri.com, Amul, Zod, and Tata indica,Tata Indigo, Compaq and TCS.

The afternoon session saw Mr. AmbiParameswaran, who being a renownedAdMan, giving valuable insights withregards to the world of advertising. Hespoke about advertising in the 1980’s,and how it has evolved over the years.He shared some spell binding creativitythat Draft FCB+Ulka has put intoadvertising of various Indian brands.

He took up an in-depth analysis of suchcase studies of brands like Santoor, Amul,Tropicana, Whirlpool and Mint-o-Freshand how these brands were able togarner the required mindshare amongthe target audience through theirefficient advertising strategies. Theworkshop had its own touch ofdifference wherein the participants had a‘fun-hour’ organized by Mr.Parameswaran himself!

20 THE MARKSMAN

SIMSR has always been on the forefrontwhen it comes to giving an opportunity tothe students to enhance their Marketingacumen. The 2nd Marketing Round TableConference was held on the 13th March2014.The topic of discussion for thisconference was to discuss Marketing in theyear 2020. The main attraction of this year’sRound Table Conference was the key notespeaker. SIMSR was honoured to have oncampus one of the leading ladies in theIndian Business circles Ms. Vinita Bali (MD –Britannia Industries). A transformationalleader, Ms. Bali has won several awards andaccolades for her business acumen andleadership. In 2009 she was named BusinessWoman of the Year by The Economic Timesand ranked 18th among the world's top 50business women by The Financial Times. Shealso featured among the 33 women whohave done India proud. An opportunity tointeract with a personality who achieved alot in the area of Marketing is a chance of alifetime and we SIMSRites surely did makethe most of it. This was evident from theoverwhelming turnout that we had in ourauditorium. It was full till the brim withstudents even occupying the stairs. Theevent started with an introductory speechby our Director, Prof Dr. Satish Ailawadifollowed by the introduction of theDignitaries of the event, Ms. Vinita Bali andMr. Samir Somaiya by Prof. Dr MonicaKhanna.The topic of the conference was

Marketing 2020 : New Horizon New Challenges

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introduced by Prof. Isaac Jacob whothrough his presentation took usthrough the advances that can beexpected in the fields of marketing froma consumer’s perspective.

Post the Introduction Ms. Vinita Balibegan her presentation which wasmainly focussed to make us understandwhat a “Brand” is and how the topbrands have achieved success over theyears. The presentation began with Ms.Bali stressing on the importance of aninsight and how it can make a differenceif appropriate insights are garnered andleveraged upon in the field of Marketing.The Event concluded with a Q&Asession where students asked variousquestion to Ms. Bali who responded tothem with poise and clarity. The replieswere crisp and to the point but yet verycomprehensive. The 2nd MarketingRound Table conference has definitelyhelped in moulding the thoughts of we,the aspiring marketers.

MARCH 2014 21

BOOK WORMWeb Analytics 2.0

- Avinash Kaushik

22 THE MARKSMAN

According to the author, the benefits ofevaluating web analytics data are endless, since awebsite can be used for registering for a causeor selling a product. Given the recentannouncements of real-time search, coupledwith the growth of social media tools, websiteowners who conduct retail online or rely onwebsites to engage customers imperativelyneed to understand their customer’s behaviourcontributing to the sales in the longer run.But web analytics is still in its novelty to a largeextent. Majority of the firms are still strugglingto understand as to how they can transcend bigdata obtained through the internet intosubstantial meaningful info which can then belater incorporated to support importantmanagement decisions. In fact, the mindsetregarding online presence is yet to catch upwith some industries outside of media, wheresome managers are still caught up in ambiguityregarding the benefits of web analytics, equatingconsumer’s behaviour in T.V and internet.Web Analytics 2.0 relates analytic metrics andmeasurement techniques to business value anddecisions. The author thoroughly covers theessentials, such as selection criteria for choosinga web analytics solution vendor and steps foranalysts to become analytics “ninjas” inevaluating data and reporting to management.This book is a “must buy” for every aspiring andseasoned web analyst out there and for anyonewho has a penchant for big data analytics.

With his latest guide on webanalytics measurement, the authorencourages the reader to becomfortable playing Sherlock withweb data. Web analytics measuresthe behaviour of a website surfer. Itmeasures things such as thenumber of visitors, time spent on aparticular site, and bounce rate(the percentage of visitors wholeave a site in 3 seconds orless). Data from web analytics isused to help improve a website forusers by comprehending theirrequirements while surfing.

“Web analytics is a mystery,not a puzzle,” declares AvinashKaushik, Google Analyticsevangelist. “A puzzle has afactual answer waiting to befound. Mysteries rarely do.”

SquAreheaD

MARCH 2014 23

BUZZ

CLUES

PUZZLE

24 THE MARKSMAN

ACROSS

1. Which monument was built tocommemorate the visit of KingGeorge V and Queen Mary toMumbai?5. Which country has joined Eurozone as the 18th member.6. Which country is known as the‘Land of the Midnight Sun’?8. Who has been awarded withFrance’s highest honour, the Legiond’honneur in 2014?

Answers:Across:1. Gateway Of India 5. Latvia 6. Norway 8. Danielle SteelDown:2. RalphLauren3. Peso 4. Hyderabad7. Madhya Pradesh 9. Italy

2. 3. 4. 7.

1.

5.

9. 6.

8.

DOWN

2. Which fashion house has a horseas the logo?3. What is the currency of Uruguay?4. In which state is India’s largestcivil aviation exhibition, IndiaAviation-2014, inaugurated byMinister for Civil Aviation, Shri AjitSingh?7. Which state in India is the largestproducer of Soyabean?9. Matteo Renzi was sworn is as theyoungest prime minister of whichcountry?

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THE TEAMTWEETS byAanchal LoyaIt’s all about AD-itude byAlakh KrishnaniBrand MARK ive byMegha Gupta

COVER STORY byDylan MenezesSPECIAL STORY byPavanshu AggarwalHALLMARK CAMPAIGN byAsheeb Singh RainaBOOKWORM byRitika BramheSquAreheaD byPrashanti KasinathanBUZZ byShweta PanikkerFAUX PAS byKapil MaggoReWIND byAditya BasrurSaqib Rizvi

PROOF READ byShweta PanikkerNiharika SrivastavaDESIGNING byMeeraThackerNiharika Srivastava

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The MARKSMAN is thenewsletter of INTERFACE, theMarketing Club at K.J. SomaiyaInstitute of Management Studiesand Research, Mumbai.Images used in THEMARKSMAN are subject tocopyright. THE MARKSMANdoes not take any responsibilityof any kind of plagiarism in thearticles received from studentsof other colleges.

The TEAM

MARCH 2014 25