mark - avenue october edition

Mark AvenueA MONTHLY MAGAZINE FROM MERCURi

Also

On-Air TVC CollectionMar„Quiz‟, Trivia, &Article Writing Competition

Inside

E-myth – More bang for

every buck!

All’s fair

War of the Brands

?

i

The true marketer

OCTOBER 2011

Mark AvenueMercur-I Team

Nikhil Gupta

Kiran Krishnan

Srinath Akula

Harish Kumar Raju

Shashank K Verma

Ankita Aggarwal

Bhavna Sharma

Buchalli Varun

Deepak Sudhakar

Patala Joy Daniel

Preeti Gupta

EDITORS (Oct Edition) Ankita Aggarwal

Deepak Sudhakar

IN THE NEWS Srinath Akula

Patala Joy Daniel

EMERGING TRENDS Kiran K Krishnan

PERSPECTIVE Harish Kumar Raju

FRESH ON TV Srinath Akula

Preeti Gupta

Joy Daniel

ARTICLE Preeti Gupta

DESIGNER Srinath Akula

The Team (from L to R): Deepak Sudhakar, Nikhil Gupta, Ankita Aggarwal, Srinath Akula, Bhavna Sharma,

Harish Kumar Raju, Preeti Gupta, Kiran Krishnan, Patala Joy Daniel, Shashank Kumar Verma, Buchalli Varun

COVER STORY

Bhavna SharmaPERSPECTIVE

ARTICLE Buchalli Varun

Ankita Aggarwal

Deepak Sudhakar

INSIDE

War of the BrandsBy Ankita Aggarwal & Deepak Sudhakar

COVER STORY14

Old Marketing tactics: It‘s time to Move On?By Harish Kumar Raju

PERSPECTIVE23

They who drink beer will think

beerBy Kiran K Krishnan

EMERGING TRENDS05

ShahRukh Khan: The true marketer without an MBA?By Srinath Akula

IN THE NEWS08

Compilation of ‗On Air‘ TVCsBy Patala Joy Daniel, Preeti Gupta, Srinath

Akula

FRESH ON TV24

The Lokpal Bill MovementThe Marketing PerspectiveBy Patala Joy Daniel

IN THE NEWS13

Festival MarketingBy Preeti Gupta

ARTICLE07

Know Your Customers…By Bhavna Sharma

PERSPECTIVE12

Marketing Quiz

MAR‗QUIZ‘20

You don‘t want to miss these

TRIVIA25

E-myth – More bang for every

buck!By Buchalli Varun

ARTICLE19

You jargon, I jargon, we

all jargon….By Bhavna Sharma

JARGON10

From the EditorDear Reader,

This magazine marks the transition of Mark Avenue from an internal newsletter to a magazine. Mercur-I,

the Marketing Club of IIM Indore, strives to bring the best-in-class articles for you which we hope you

will definitely enjoy reading. The articles have been chosen to be contemporary, novel and relevant to the

world we have built around ourselves in these B-Schools.

Coke vs Pepsi, Nike vs Adidas, Cadbury vs Nestle and HUL vs PnG are some of the rivalries we are all

well aware of. In this month‘s cover story we look at how these rivalries evolved over the years and

analyze whether they will be able to sustain their competition. Diwali, the festival of lights is right around

the corner and customers are willing to loosen their purse strings. Through the article ‗Festival Marketing‘

we look at how companies advertise and try and increase their sales. Shah Rukh Khan is not only famous

for his acting skills but also for his marketing ability. A look at his advertising campaign of Ra.One shows

how he has successfully turned into an effective marketer.

The alcohol industry is definitely one we are all interested in. Fosters entry into the strong beer segment in

India provides a new variety for beer lovers. We use jargons every day. But are we aware of what the

jargons really mean? Well you can find out by going through the ―You jargon, I jargon, we all jargon….‖

article. Have old marketing tactics really become obsolete? A more closer look shows that old marketing

tactics can be combined with new tactics to come up with a more integrated marketing campaign. Also

read about E-myth, the strategy which was key behind major marketing successes of McDonalds and Wal-

Mart.

Can you remember when did you watch the TV last time? We know! In the middle of such a hectic

schedule in B-Schools that is a rare phenomenon. That‘s why we brought a collection of the latest TVCs

which are currently being aired. Also have a crack at the Mar‘Quiz and enjoy reading some interesting

marketing trivia.

Happy Reading.

Ankita and Deepak

SEPTEMBER 2011 MARK AVENUE5

ABMiller, the second largest brewer in the

country recently announced the brand extension

of its iconic Australian brand Foster‘s titled

Foster‘s strong in the strong beer segment. This

aggressive move is looked upon as an attempt to

give strong competition to its main competitor in

India; the Vijay Mallya promoted United

Breweries. Certainly good news for all

beer enthusiasts, isn‘t it? Let us see how

the beer drinking habits of Indians

have evolved over time.

Pale ale is one of the styles in which beer is made

by adopting warm fermentation and pale malt.

Currently, there are 2 distinct segments in the

beer market, the mild (contains around 5%

alcohol) and the strong (6-8% alcohol)

• Industry stats show that beer market has

grown at 10% CAGR over the last 3 years

and is expected to grow at 10.5% in which

the strong segment is expected to show a

higher CAGR of 11-12%. Indians are

guzzling a lot of beer indeed! So what are the

underlying demographic and psychographic

growth drivers behind this strong market

sentiment? Here are a few:

• Increasing influence of western culture and

related lifestyle changes

• The swelling middle class and demographic

shift towards the younger age group

• ―Premiumization‖ trends observed in general.

All the strong brands are selling at a premium

than the mild segment

• Socio-cultural value changes and increasing

women involvement in the workforce. (Yes,

the industry trends show significant increase

in the population of women drinking beer!)

• Greater international travel opportunities

available to the Indians

• Retail developments in the metros (where

wine/beer is being sold under govt license)

One interesting insight is that strong beer is

considered as a cheap alternative to spirits in

India whereas in the other countries it is

considered as equivalent to a soft drink. Also,

strong beer offers a strong ―value for money‖

proposition as the consumers are price sensitive

and needs more kick than taste, especially in the

rural or mini-metro markets where 80% of the

beer sales happen.

Coming back to the context of players in the

Indian beer market, the industry have already

gone through an era of consolidation and is

currently dominated by two of the heavy weights,

UB & SABMiller. Kingfisher(KF) from UB is the

most popular brand with leading market share.

Such is the brand equity that the UB group have

safely extended the brand to its airlines and life

style TV channel (Goodtimes) with the same brand

“They who drink beer will think beer”

by Kiran K Krishnan

S

Beer was introduced

in India (well no

prize for guessing

that) by the British

who eventually set

up a brewery to

produce Asia‘s first

beer-a pale ale

called Lion.

Emerging

Trends

positioning of ―The king of good times‖.

Promoting KF was relatively a ball game for

the group because of its long term existence.

During the 1990‘s, when the Indian govt

banned advertising of the alcoholic beverages,

KF was the safest brand due to its well

established brand equity.

Currently, they are doing surrogate advertising

and is constantly seen sponsoring events in the

sports, music and fashion arena which goes

well the brand personality!

Carlsberg India, a unit of Denmark-based

Carlsberg Group was another company who

recently launched Carlsberg Elephant' in the

Indian market. The key strategy is to develop

the super-premium strong beer category in the

market by commanding price premium of 40%

(currently priced at 100-125 INR) for a 650ml

bottle. This aggressive decision is also a

reflection after the launch of the Tuborg Strong

innovation which avoids the use of an opener,

this feature was extremely popular with the

beer lovers! Also, the company was successful

in interweaving the core elements of the

Tuborg brand (Music & Fun) in to the Tuborg

strong brand as well.

The company addressed the marketing

challenge by engaging the consumers at the

Point of influence and other touch points

through their 360 degree branding initiative.

The primary TG of this premium segment

would be ―an evolved consumer – a social

drinker, affluent, discerning and contemporary,

one who appreciates refined things in life and

seek luxury experiences‖

SABMiller is also not new to innovation path

and segment creation strategy. They were the

first brewer to launch India‘s first stout beer-

the Haywards Black. After testing the market

and declaring it a success, now they launch

Foster‘s strong and Miller Highlife in India.

They also launched Foster‘s in PET bottles

(another Indianization move) in Maharashtra.

Foster's Strong is the second made-for-India

product within SABMiller‘s' portfolio after

malt beer Indus Pride was launched in 2008.

Another relatively newer player, Budweiser

has launched its music property "Budweiser

Clubbing" in India. Budweiser Clubbing will

bring eight to 10 world-class DJs to India

every year. They are also the official sponsors

for FIFA and EPL. They are also exploring

associations in the music and fashion industry.

For the Indian beer lover, its choices aplenty

now and guess the symbol

“A fine beer may be judged with only one sip,

but it's better to be thoroughly sure.”- Czech

proverb

SEPTEMBER 2011 MARK AVENUE

The author is a PGP2 participant at IIM Indore.

You can reach him at [email protected]

6

in 2010 which was a

resounding success which

showed growth rates of

23% y.o.y. The claim to

fame for the Tuborg brand

was the ―Pull-Up Cap‖.

Once again, a simple

of prosperity, the

traditional Indian

potbelly (beer belly) is

here to stay! Cheers!

And hey, remember…

mailto:[email protected]


Greetings everyone! A very happy Durga Puja,

Dusshera and Deepawali! These festivals bring

with them light, happiness, and... a whole gamut

of shopping discounts! Rejoice Shopaholics, for,

it‘s our time! It is at this time that the best

schemes are offered, when we get a discount or a

free gifts hamper on almost everything- electronic

goods, apparel, personal care products, hotel

accommodations, entertainment- everything!

Why does festive season attract so many

marketing initiatives? It is because the customers

are willing to spend at this time. They are in a

mood to splurge. After sweating throughout the

year, it is their time to spend that hard earned

money. Even internationally, Christmas carnivals

and New Year bonanzas sweep the markets. Of

course, we Indians have another dimension

attached to it- buying on occasions like Dhanteras,

Navratri, Akshaya Tritiya etc is considered

auspicious. The product or service providers try to

capitalise on this sudden spike in demand.

During this time, people indulge in low

involvement purchases; they stroll into a shop

with their family and friends, and buy on the spur

of the moment. Thus, the more attractive the

marketing, the better it is for the seller. The

customer is here to spend: it‘s just a question of

which product/service will he fall for? Thus, we

see competing brands straddling out their stuff

with unbelievable offers. Recent examples in

India being the ‗Samsung Smart Utsav‘, wherein

the company offered gifts worth Rs 150 crore,

eyeing a growth of over 30%. Other companies

like LG Electronics, Panasonic, Whirlpool and

Haier are also spending heavily on their

promotion drives in India.

That‘s one side of the coin. But do festivals

require marketing too? Yes, they do. In fact many

advertising firms are thriving on this- Festivals

and Events Marketing. Events like food and wine

festivals, film festivals, music concerts, annual

fairs, etc need marketing to become a success, and

they take the help of Digital PR, traditional

instruments of publicity like print, television and

radio and some non-traditional methods like street

promotion. Whether it is Dandiya night, or a

carnival, or the Cannes Film Festival, every event

needs branding. A marketer needs to take

advantage of qualities of the event like location,

competition, weather, cost, and entertainment.

It is not uncommon to see companies sponsoring

major festivals as these festivals provide an

opportunity to impact thousands of consumers a

day. Since festivals see a huge turnout, it is ideal

of 50,000 from nearby villages.

Thus we see that festivals provide a huge

opportunity to not only sell, but to research as

well. And we thought festivals were all about

carefree fun!


You can reach her at [email protected]

Festival MarketingBy Preeti Gupta

ideal for surveys too.

IIM Indore itself

conducts Utsaha, a

rural marketing

research fest during

the Kartik Purnima

Mela with a footfall of

Article


In the News

t all started during the fierce battle between

the current world champion in cricket and the

then reigning and defending world champion.

A 30-second trailer of Ra.One was unveiled in

ESPN Star during the World cup quarter-final

match between India and Australia on 24th

March. The Bollywood baadshah could

convince ESPN star to release a 10 second

teaser for his fans on twitter the day before.

With that he put smiles on the ‗sensation news‘

craving media and news portals. ‗The

Financial Express‘ went on discussing about

the recent historical analysis of Shahrukh

Khan and the director Anubhav Sinha in the

usual way it tries to influence the market

sentiment with the detailed analysis of stocks

and shares.

Since then, the actor has been unveiling

marketing tie-ups galore for the film with

brands like Sony PlayStation, Nerolac,

Western Union Money Transfer, Nokia, Linc

pens, Horlicks, Cinthol, UTV Indiagames and

YouTube amongst others. A couple of months

back, Sony PlayStation launched a video game

with the name Ra.One for platforms PS2 and

PS3. Recently, Western Union partnered with

the movie and will be launching a million-

dollar global mass-media campaign. The

global mass media campaign collaboration is

the first of its kind between a s

Bollywood film and a global s

company.

Our marketer is pretty familiar with the latest

explosion of social media marketing too. The

actor has partnered with YouTube wherein

exclusive movie content will be revealed. The

Ra.One channel is the first customized channel

to be released for a Bollywood movie on

YouTube in India. The channel will have

videos of behind the scenes shots, uncut

footage of the star cats, and videos of the

Ra.One premiere and red carpet events

planned in London. Shahrukh Khan will also

be among one of the first Indian celebrities to

be on Google+ platform to engage his fans. He

will interact with the fans through video chats.

Also Ra.One has been the first movie website

in the Bollywood Industry to hit the highest

Alexa India Rankings. The movie is in the first

5000 most visited websites. (Precisely: 3,588)

and is Globally ranked at 76,662 as on 23rd

September, 2011.

SRK also recently introduced McDonald's

happy meals containing a Ra.One robot

by Srinath Akula

I


ShahRukh Khan: The true marketer without an MBA?


miniature toy – G.One. Kids who are lucky to get

a special coupon will be entitled to meet King

Khan himself. Red Chillies will also soon be

launching G.One an online store on the film's

official website, which be selling merchandises

related to the film. Products include pencil box,

piggy banks, lunch box, notebooks, limited

edition toys, sippers etc. Cinthol is set to launch

special edition deodorant cans which will have a

picture of Shahrukh Khan as his character G.One

with a special edition fragrance.

Shahrukh also doesn‘t want to limit his target

audience to sci-fi frantic or action movie lovers.

He said ―the movie will teach kids to love their

fathers‖. He also tried to capture the pulse of

‗Indian‘ in every Indian by saying ―We are the

largest movie producing nation and we should

have our own superheroes. Why should they

come from America? We need to make Harry

Potter, Batman and Superman‖.

It hasn‘t ended there. Nokia tied up with Ra.One

to promote the launch of its three new models

Nokia 700, 701, and 600 equipped with Near

Field Communication (NFC) on Symbian Belle.

Nokia plans to launch a range of pioneering

initiatives around the movie including giving

consumers an opportunity to watch the movie

one day ahead of its global release. The King

khan said ―There is great synergy between

Ra.One and Symbian Belle as they both represent

technology of the next level. I am delighted that

Ra.One will be the first movie in the country to

be marketed through NFC‖. It is informed that

SRK is also planning tie-ups with several

Formula One teams to sport Ra.One logos at the

upcoming Noida Grand Prix.

Approx INR 40 crore is the estimated total

budget shelled out for Ra.One‘s marketing, in

which INR 15 crore is for online promotions. The

promotion of this film is similar to the way

Hollywood producers promote their films. Most

Bollywood films with big stars typically start

their marketing around eight weeks before

release. But for Ra.One it started in January.

Marketing is not a completely new affair for the

King Khan. He has been marketing his films

since long. He himself went on speaking about

marketing his films. In the interview he said,

―I‟m the God of marketing. I have taught

marketing to the film industry. I endorse umpteen

products, but then I thought why don‟t I endorse

my own product, my film.” He even explained the

marketing concept in very simple words, which

you don‘t want to miss.

http://www.youtube.com/watch?v=72eqfZrcbqs

Though marketing is not new for SRK, he has

taken marketing to a whole new level with the

film Ra.One













Jargon

ectures on Business communication might

tell you otherwise but fresh out of summer

placement season, you might think that using the

latest buzzwords of the market is the for-sure

way of ―faking‖ through an interview. So before

you go about shooting these jargons out, here‘s a

check to see how well you really understand

them. Answer them all to push your globe

quotient up a notch!!!

Advertorial

Its an Ad, its an editorial…..it‟s….

ATL & BTL

Whose line is it anyway….

awareness of goods or services, e.g. television

and radio, posters and press.

Bells and whistles

Cold call

Hullo? Hullo? Have a nice day!!

The process of contacting a person (known as

Demand Spillover

Because gossip spreads like wildfire

Cherry Picking

“Bargaining is my birthright and I shall have it”

You jargon, I jargon, we all jargon….

by Bhavna Sharma

L


A paid advertisement

that is designed in such

as manner that it gives

the impression of being

an editorial rather than

advertisement.

ATL (or above the

line)is used to describe

'traditional' marketing

activities that do not

require a direct response

but instead build

BTL (or below the line)

applies to marketing that

carries a response mechanism.

This includes coupons, DRTV

and telemarketing (verbal

responses).

When your product just

doesn‘t ‗cut it‘, you add these

non-essentials to make it more

appealing

a prospect) that has no

prior relationship with

you, e.g. a

telemarketing bureau

calling from a

previously uncontacted

database.

Sale of product or

brand in one country

market leads to

generation of demand

in another country

The practice of going from

store to store looking for the

most competitive prices,

characteristic of a price

conscious consumer





In general any company launches a new product

with the hope that it becomes a hit with the

customers and its sales increase. But was this the

only reason for the launch of The Yamaha

VMAX? We try to delve into it through this

article. Yamaha Motors, a Japanese company

entered in India in 1980s and through the

acquisition of Escorts Motors Private Limited in

1999 cemented its place in the market. It forayed

into the market with Yamaha RX100 and RX135

in the mid-nineties. Everything was going well

until a government regulation came that banned

2-stroke bikes and Yamaha had to pull out its

bikes from the market. Later it came up with

many new models but they were not highly

successful despite the fact that the engines of

theses bikes were among the best in the business.

Several reasons why these models were not that

successful may be choice of marketing,

inefficient operations strategy, lack of imported

raw materials from Japan etc. This was seen in

the case of Yamaha Enticer whose parts were

from Japan. This model got many orders in India

but due to less production in comparison to

demand and inadequate raw materials it lost out

to Bajaj Auto Limited‘s Avenger. Yamaha‘s niche

in Japan is in racing bikes (high-premium

segment) due to its high engine capacity. It

realized that Indian market is viable for sports

bikes and has shifted its focus from the lower end

segments to the high-premium segment (from

utility to luxury). Its aim is to provide its

customers the full range of its engineering

marvels that make Yamaha the company that it is.

With the disposable income here rising and the

number of millionaires increasing day by day it is

sure to find prospective customers. It saw an

opportunity and grabbed it hands down.

Now, the task ahead of the company was to

change its brand‘s position from lower-end bike

maker to a high-end youth oriented one. The

company launched its legendary flagship muscle

bike VMAX with the help of brand ambassador

John Abraham for a whopping 20 laces(ex-

showroom New Delhi).Its powerful but sleek

design and a 4-stroke engine(maximum power-

147.2 kW-200PS @9000 rpm, displacement-

1679 cc) awed customers who thronged

showrooms to catch its glimpse.

Yukimine Tsuji, CEO, Yamaha Motor Pvt Ltd

said, ―We are constantly shifting gears to

transform the market from utility to pleasure and

lifestyle. With the launch of the all new VMAX,

Yamaha brings a new credo for the bikers in

India. Today, Yamaha is offering innovative

designs, sporty looks and premium features

across models as part of its strategy to give

consumers a new thrill in biking. The limited

edition of high demand model Fazer & FZ series

is in line with this strategy.‖

The bike maker‘s motive here does not seem to

be sale of many units and wanted those who buy

it to feel exclusive (it target was to sell 25

VMAX bikes. It received 8 bookings till

2009).This is one step in attaining its goal of 10%

market share by 2012 in India. Yamaha VMAX

was thus introduced in the Indian Market(there

are not many competitors in this segment as of

now) to entice the customers and route the

demand to the other racing bikes like R15, the

YZ series, MT01 etc. The price tag of Rs. 21 lakh

is being encashed by gaining customer attention

and displaying its cutting edge engine and chassis

technology.

(Article written after the summer internship in

India Yamaha Motors).

YAMAHA VMAX – A PRODUCT OR A STRATEGY ??

by Nitesh Kumar Gupta

IIM Kozhikode

Winners

Perspective

itting in a marketing class, the importance

of market research will be hammered into you.

―Market Research is the first step to

marketing‖, they say. So what comes to mind

when we think of market research- Surveying,

sample space, dipstick study, questionnaires,

and the usual. But we did come across one

remarkable concept in Kotler, our bible!! And

that is, latent demand- a strong need that isn‘t

fulfilled by any existing product.

The marketplace is abundant with examples

where inventors made millions out of a very

simple idea that was bang-on with what

consumers needed. Take the example of the

coffee sleeve. Every day millions of

Americans take coffee at the nearest Starbucks

on their way to work. And we all like our

morning coffee hot. Interestingly, it took an

unfortunate accident for one Jay Sorenson to

hands from getting burnt. What‘s more, the

coffee houses saved millions as they needn‘t

double-cup and they generated revenues from

the advertisements that could be carried on

these sleeves. The brilliant businessman got

his invention patented in 1993 and what started

out as $15,000 Company is now reaping

revenues to the tune of $12-15 million (2003).

If you‘re a Tom Cruise fan like me, you would

recall his rocky ride to success in his critically

acclaimed movie, cocktail. What I picked up

from the movie was his very interesting take

on the cocktail umbrella- an essentially

frivolous embellishment that is more or less a

hygiene factor for every bar now. So if you are

a budding booze entrepreneur, if that‘s a term,

you might want to loosen your purse strings

for these cocktail umbrellas.

Moving onto the holiday season when

countless Halloween, Christmas and New Year

themed thingamajigs, each more futile than the

previous take up the shelves. The craziest ideas

become a fad, think the pet rock, the ‗Furby‘,

the crazy straws, the plastic wishbones and

many more. I think if people would line

The point I am trying to make is the rationale

behind market research. The industry is abuzz

with the term but how effectively is it done?

You got the bigshot syndicate research firms

claiming they know all there is to know about

the market. But when instances of variations

between two biggies in the Indian playfield-

IMRB and AC Nielsen emerge, one wonders.

While common people manage to get it just

right and make ridiculous amount of moolah,

are marketers spending serious money on

market research for nothing? Does it all boil

down to this, that market research is all a

ballgame of common sense?


Know Your Customers…by Bhavna Sharma

S

invent a coffee

sleeve- a cylindrical

sleeve made of

textured paperboard

that fits tightly

around the handle-

less paper cups and

protects the drinker‘s



outside stores to buy

something as inanimate

as a rock with googly

eyes glued to it, then

they‘ll buy just about

anything.



n 29th September Anna Hazare, the 73 year

old social worker dubbed to be the Mahatma

Gandhi of 21st century entered the blogosphere

and twitter thanks to a successful online

marketing campaign. His Facebook page on

‗India Against Corruption‘ has more than

5,00,000 likes with above 30,000 people talking

about it daily. It was an inevitable move as the

online medium had provided him and the ‗I am

Anna Hazare‘ campaign enormous support for

marketing their goals. Let us look at their journey

The basic essence in marketing political

ideologies is to possess a genuine idea that would

do good to the majority and also to convey this

idea in a way that would add credibility to the

people behind the idea. In a country like India it is

very difficult to create this credibility especially

in politics as there is a lot of dirt associated with

the profession. Amidst such a scenario it is

amazing how Anna Hazare and his team achieved

such success irrespective of attempts made by

government to tarnish their image. One reason for

their huge success is the use of online media to

keep their supporters connected. They have also

made attempts to spread awareness of their

struggle and attract others. One example is the

photo comparing Arvind Kejriwal and Rahul

Gandhi on ‗who was worthy of becoming the

future leader of the nation‘ which became viral on

Facebook. The same can be said about the speech

given by Arvind Kejriwal at IIT Madras. The

amazing thing about this campaign was that

online activity got similar response offline with

people voluntarily participating in walks and

dharnas both in India and abroad. The success of

a similar marketing campaign in Northern Africa

and Middle East had instilled confidence in

people.

Marketers can learn many lessons from this

campaign. The whole campaign served as a great

commercial platform. The ‗Gandhi topis‘ which

became a fashion statement sold like hot cakes

during the campaign. There was also constant

involvement of people through candle light

marches, peaceful rallies and mass fasting. The

campaign also featured innovative ways of

involving people by requesting them to give

missed calls as a sign of their support for the

movement. This was a clever move as the

campaigners had realised people realised it to be

style statement and morally right to be part of the

movement. They encouraged people to change

their display pictures to that of Anna Hazare

which was a runaway hit. The ultimate result was

that it created a spiralling effect like a nuclear

fission reaction. Lastly and most importantly the

World press and especially the Indian media

provided unending support for the movement

which was a big positive. In the first two weeks of

August almost 80% time of the top 10 news

channels featured shows on Anna Hazare.

Definitely Anna and his team have won the first

round of the battle. In fact the success of this

victory is evident by the aggressive steps being

taken by them. It would be interesting to see how

far they would go in getting their ideas totally

implemented.



The Lokpal Bill Movementby Patala Joy Daniel

O

In the News


Cover Story

War of the Brands“Rivalry adds so much to the charms of one's conquests”

by Ankita Aggarwal & Deepak Sudhakar

ivalry is not restricted to only sports or

siblings! There are some brands which have

been rivals for a long time now. This article

lists out few of the epic rivalries between such

brands. By no means an exhaustive list, this

article focuses on only a few chosen brands

and their categories.

Nestle vs Cadbury„Forget love…I‟d rather fall in chocolate!!‟

‗Pehli Tareekh‘ advertising warfare.

These chocolate brands have been competing

neck and neck over market share, but never

had they locked horns in the advertising

industry before the ‗Pehli Tareek‘ spoof.

Though Cadbury is undoubtedly the market

leader in the Rs. 4000-crore branded

chocolate sector in India, Nestle is not far

behind. Even though brands like Amul and

Campco tried to break into the market, Nestle

is the only real competition that Cadbury

faces in the long run as the market leader.

The giants have always kept the audience

engaged with their communication and

advertising strategies. While Cadbury

promotes Dairy Milk as ‗Khane ke baad kuch

meetha ho jaye‘, Nestle urges the audience to

take a Kitkat break from their busy lives –

‗Zindagi shayad apko kuch haseen dikha de‘

creative director of O&M told the press that

this was clearly an instance of how ―some

companies try to attract attention by riding

on the market leader‘s advertising‖. He also

added, ―In principle, this is not wrong. But

one should be able to pull off a spoof like

this with finesse and style. In my opinion,

Nestlé‘s ad did not succeed.‖

Goodwill Warfare

After its unsuccessful attempts at diluting the

R


Which chocolate though, is

the major question here.

Feud in the food industry

has always kept the

consumers perennially

interested. First, Pepsi and

Coke, and now the biggest

chocolate confectionaries of

the world. The battlefield is

fast becoming accustomed

to the tussle between

Cadbury and Nestle, after the

Advertising Warfare

Cadbury launched its ‗Aaj Pehli

Tareekh Hai‘ campaign in 2009,

signifying the celebratory moods

on receiving the month‘s salary,

which is usually on the first of

every month. Soon after, Nestle

aired its Munch ad with the

tagline ‗Sirf Pehli Tarikh Ko

Nahin, Kabhi Bi Kha Sakte

Hain‘. There was no reaction

from Cadbury, and the national


brand positioning of Cadbury, Nestle tried to grab

eyeballs in the ‗non-print-and-television-

advertising‘ sector. In July 2010, Nestle attracted

a lot of goodwill by becoming one amongst the

first seven companies that pledged to promote

healthy dietary habits among children to

accomplish which they wouldn‘t advertise their

food and beverage products for children below

12 years of age. Cadbury lagged behind in this

initiative, and joined this group a year later.

New entrants

reason why we often see Mars Bars, Bounties,

Snickers adorn the shelves of our neighbourhood

store, along with Dairy Milk and Kitkat. A

number of International brands like Toblerone,

Galaxy, Lindt, Godiva are also becoming hot

favourites among the Indian youth. Cadbury and

Nestle may not remain the only major players in

the industry for long.

HUL vs P&G

“Mirror on the wall, who is the Whitest of them all?”

Yes, you guessed it right. This best describes the

age-old war between HUL‘s Rin and P&G‘s Tide

washing powders. In fact, when it comes to

blatant comparative advertising campaigns and

subsequent legal feuds, the multinational

companies, Hindustan Unilever Limited (HUL)

and Procter and Gamble (P&G) top the charts. Be

it their washing powder brands, or their shampoo

brands, both are lashing out at each other

mercilessly without stopping for breath.

Tide vs Rin

It all started with HUL launching Rin ad

campaign on 26th February 2010 which was a

direct comparison with Tide. In the ad it posed to

be a better detergent-maker, with the tagline ―Rin

offers better whiteness than Tide.‖ without the

usual airbrushing or pixilation to hide the rival

brand‘s name. It very cleverly launched the ad a

day before a long weekend to give it enough

airtime before P&G could move the court.

Though the ad was taken out following P&G‘s

legal actions, it created quite a furore among the

consumers and is still fresh in their minds.

There are a number of speculations and insights

of why HUL did this. Earlier, after an intense

price war between the two FMCG majors, P&G

came up with Tide Naturals which

claimed "whiteness with special fragrance".

Though it was a brand different than the more

expensive Tide, it was perceived the same as tide

‗with lower price and special fragrance‘ by

normal consumers. This made HUL lose its cool

and it responded with a multi-tier attack on its

competitor. HUL challenged the ‗special

fragrance‘ claim of Tide Natural, saying that it

did not contain the fragrances of Chandan and

Lemon, which P&G claimed. Other reasons why

HUL ventured into this was the pressure from

parent company regarding its dropping market

share. Moreover, Tide had neutralized the

‗whiteness factor‘, which was Rin‘s USP. Thus

HUL went all out to prove to its customers ‗Isse

behtar safedi, aur kahan‘

As the focus of modern

India is shifting from

‗mithai‘ to chocolates,

there are a number of

new players entering the

chocolate industry, a

Cover Story

Pantene vs Dove

Think again if you thought that HUL has learnt

its lesson with its infamous Tide vs Rin

campaign. It got succeeded in creating a

standard example for marketers in India to

explain the term ‗Ambush marketing‘. On July

23, 2010, P&G came out with an ad-campaign

including hoardings that said ―A mystery

shampoo that 80% women say is better than

anything else.‖ The management at HUL

found out that P&G planned to reveal the

name of mystery shampoo as Pantene in a

week‘s time (August 1, 2010). HUL moved

quickly and rolled in Ogilvy and Mather for

the execution of the ambush on July 28, 2010

with hoarding that said ―There is no mystery.

Dove is the No.1 shampoo‖. This killed the

surprise element in the P&G teaser for

Pantene.

Nike vs Adidas

“Game on”

and is one of the major competitors in the

category, majority of the market is

undoubtedly dominated by Nike and Adidas.

product durable. Nike on the other hand, was

founded in 1962 by Bill Bowerman, a track &

field coach and Phil Knight, a runner under

Bowerman.

Nike and Adidas have made their mark in

almost all sports. In cricket, Adidas sponsors

national teams like Australia, England and

South Africa while Nike sponsors India. In the

English Premier League, out of the 4 football

giants, Arsenal and Manchester United are

sponsored by Nike while Chelsea and

Liverpool are sponsored by Adidas. In Spain,

the El Classico Real Madrid vs Barcelona is

more like Adidas vs Nike! While in tennis,

Nike has roped in major players like Roger

Federer and Rafael Nadal, in basketball the

entire USA and Canadian NBA clubs are

sponsored by Adidas. These examples are just

a small illustration of how the rivalry between

the brands has been intensified by their

competitive sponsorships.


When talking about

sportswear, Nike and

Adidas are without a doubt

the two major brands known

to customers all over the

world. While Reebok has a

modest share in the market

Founded in 1924 by Adi

Dassier, Adidas has

faithfully adhered to its

three guiding principles:

produce the best shoe for

the requirements of the

sport, protect the athlete

from injury, and make the


Lately, in order to maximize their market share,

both Nike and Adidas have placed a great

importance in developing their branding or

marketing strategies on the net through web

appearance and user friendly functionalities. Nike

and Adidas have both utilized e-commerce to

boost their sales and improve their brand image.

Both Nike and Adidas are examples of brands

using local and global concept of targeting. Nike

uses a local approach while global approach is

used by Adidas. Adidas focuses mainly on global

pages, such as Adidas Originals, Adidas Football

and others. However, Nike has only 2 global

pages, Nike and Nike Football and the rest are

local pages.

Through its initiative of being the first to launch

the e-commerce website in 1999, Nike has

managed to anchor the role of the market leader,

while Adidas has since then played the role of

market challenger. Both Adidas's and Nike's

strategy seem to be well ahead of their

competition contributing to their e-commerce

success. No other athletic footwear company has

been able to outshine these two firms when it

comes to e-commerce, at least for now. However,

because of the low entry barriers, high buyer

bargaining power and high competitive rivalry in

the industry, the two giants would need to

continuously innovate in order to maintain their

current market share.

Pepsi vs Coke

“Cola War”

Arguably, Pepsi vs Coke is the biggest and the

oldest brand rivalry of all time. When it comes to

cola wars its always been Coke vs Pepsi.

Currently, global market analysis of the cola

industry shows that Coca Cola typically has a

slight advantage over Pepsi in market share while

in some regions Pepsi is winning the war.

Introduced in the year 1886 and 1903

respectively, Coca-Cola and Pepsi have been

rivals for a very long time. Between Coke vs

Pepsi, nearly everyone has a preference or an

opinion about which one is better. When it comes

to taste some say that Pepsi is sweeter, others feel

that Coke has a crisper flavour so they like it

better. However, Coke vs Pepsi blind taste tests

have proven unsuccessful in determining a clear

cut winner. The results are typically very even,

with about half the votes going to both Pepsi and

Coke. What is interesting to note is that the

voting results are almost always 50/50 split,

however prior to the test significantly more

people will state that prefer Coke. Does this

mean that Coca Cola does a better job marketing

than Pepsi? It almost seems that way.

Marketing and advertising are an integral part of

the cola war between Coke vs Pepsi. Coke targets

values and showcases it‘s much higher

distribution as compared to Pepsi. Presently,

Coke has positioned itself as a ‗happiness ‟drink

(ahem...non-alcoholic happiness!) aimed at the

more mature and sophisticated customer. Over

the years, Coke has used taglines and slogans like

‗thanda matlab coca cola‘, to signify the prevalent

Cover Story

refrigeration of Coke, to ‗piyo sar uthake‘

(drink with pride) and ‗burrrrr‘ the

refreshment drink. Pepsi, on the other hand,

has always positioned itself as a drink for the

youth. With slogans like ‗Yeh hain Youngistan

meri jaan‘, ‗Generation Next‘ and ‗For those

who think young‘ Pepsi has targeted the youth

and teens. Moreover, in India, Pepsi has tried

to attract more customers by continuously

exploiting its association with the Indian

cricket team. For instance, the World Cup

advertising campaign of ‗Change the game‘

has definitely caught the eye of youngsters.

The battle for your cola choice has been going

on for years and it isn‘t about to slow down.

From which one tastes better to whose

television commercials are more entertaining,

almost everyone has an opinion.

Dominos vs Pizza Hut

“Hungry Kya??”

now. Currently, Pizza hut has 134 locations

across India (and 13,000 worldwide) and

Domino's has 149 (8,500 worldwide). If you

stumble across a Pizza Hut outlet you are

bound to find a Dominos outlet right across the

street. While chains like Papa Johns and US

Pizzas have a decent market share, they have

been unable to match the distribution and the

eating experience offered by Pizza Hut and

Dominos.

The two chains have distinguished themselves

by focusing on two totally different aspects:

Pizza Hut focuses more on the dining

experience while Dominos focuses more on its

delivery prowess. Pizza Hut has tried to create

a great ambience for dining with its large and

spacious outlets and variety in the menu.

Moreover, the service provided by Pizza Hut is

undoubtedly much more superior than

provided by Dominos (do not confuse delivery

with service...). However, because of its larger

dining area, Pizza Hut has been unable to

match the number of outlets offered by

Dominos. Dominos, on the other hand, has

brought forth its unique delivery system by

promising hot pizzas right to your doorstep in

only 30 minutes! However, the smaller seating

capacity of the outlets has forced customers to

order Dominos pizzas to their homes rather

than eating at the outlets.

The brand rivalries mentioned above have

lasted for quite some time now. Will there be a

clear cut winner in the end? Only time will

tell. However, one thing is for certain. The

only clear cut winner of the wars presently is

the consumer. Brand wars provide consumers

with a wide variety of products and at highly

far cheaper rates. From a companies

perspective, a close competitor always keeps

you on your toes.

“I‟m sure folks at Coke would say that nothing

contributes as much to the present-day success

of the Coca Cola company than... Pepsi”


The authors are PGP1 participants at IIM Indore.

You can reach them at [email protected],

& [email protected]

When it comes to fast

food pizza, Dominos and

Pizza Hut dominate the

Indian market. The two

pizza chains have been in

India f or about a decade

-Roger Enrico, Former CEO of Pepsi
















t‘s a starry Sunday night in Bengaluru and

Ram wants to take his wife out for dinner. There

are myriad ‗multi-cuisine‘ restaurants in

Bengaluru and hence a lot of clutter in Ram‘s

mind. How does a restaurant break the clutter?

Simple, A marketing blitzkrieg! How does a

marketer measure his marketing ROI and get

more out of every buck? How does he break

away from the age-old paradigm of AIDA and the

4P‘s? Michael Gerber‘s E-myth might offer the

Midas touch. This strategy is the key behind

major marketing successes of McDonalds and

Wal-Mart. E-myth talks of a four-step approach

to efficiently improve your ROI: innovation,

quantification, orchestration, and documentation.

Innovation:

In a highly competitive marketplace the first pre

requisite to survive is the ability to innovate. For

example, Apple has stood out from the crowd

because of its innovative product lines and

marketing strategy.

Let us take the example of our very own

restaurant wars. Every time you enter a restaurant

the first thing you expect to hear is ―A table for

how many people please?‖ One way to innovate

is to ask the maître d'hôtel to enquire whether ―is

it you first time at our restaurant, the Cheese

platter is selling like hot potatoes, would you like

to try them? ―. If the answer were yes, this would

be a perfect way to offer the consumer something

unique and break the clutter. If no then the

attendant would have extended a warm welcome

by saying ―Welcome back, what can we serve you

today?‖ This innovation has to be something that

gives you the ability to move to a greater ROI.

Quantification:

With every new innovation, the results must be

quantified. One essential aspect to be kept in

mind while quantification is to independently

measure all the elements that could have an effect

on your results. For example, it would be unwise

to change the décor of the restaurant when we

would want to measure the effectiveness of the

new sales greeting. It would be prudent to

measure each and every innovation as a separate

discrete entity. Mixing up various innovations

would make accurate quantification a herculean

effort.

Orchestration:

After you innovate, and quantify the results, you

now know what works and what doesn‘t. Then

the process of orchestration starts, one thing to be

kept in mind is to keep innovating in small ways,

quantify the results and systematically roll them

out. If your innovation is successful you could

ask all your branch restaurants to greet your

consumers in the same way and make it a

standard practice. The faster you orchestrate the

better it is for your business. Wal-Mart and Big

Bazaar are masters of implementing something

new at one store, across all their stores and this

has a huge positive impact on their ROI.

Documentation:

The last step of the E-myth process is the

documentation phase. This is the stage where

E-myth – More bang for every buck!by Buchalli Varun

I

Ipad Menu Cards

Article

Mar„Quiz‟

you document a procedure that allows for

consistent implementation of your innovation.

This does not mean creating voluminous

records of everything under the sun.

It should be an easy to use, understandable

handbook of how to implement the innovation.

This four-step process would help any

marketing campaign effectively earn more

bangs for the buck and help the company

grow.




1) Which company launched this concept car in

Geneva Autoshow during March 2011. What is the

name of the concept car? (Clue: Indian Automobile

company)

2) These two companies are the world‘s largest

and second-largest makers of aircraft engines and

world‘s 18th & 19thlargest defence contractors in

the world. Name those.

3) According to business jargon what term is used

to describe

a. A busy selling activity often selling questionable

goods by phone

b. A business model by which a company integrates

both online and offline presences

4) These logos are associated with which

company?

a.

b. c.

5) Name the Brands associated with the following

taglines

a. "Think outside the bun"

b. "The quicker picker-upper‖

6) Name of Pillsbury's mascot?

7) Identify the famous spokesperson


Winners

ndia, with the highest shop density (11

outlets per 1000 people) is referred to as a

nation of shop keepers and organized retail

which has just made an entry has a very small

share. However, it is feared that soon the small

mom-n-pop or kirana stores will disappear

from the landscape of Indian retail and would

be dominated by the WalMarts, Reliance and

Big Bazaars. Management consultancy firm

AT Kearney, which publishes the annual

Global Retail Development Index (GRDI), has

issued a study that reveals that modern retail

constitutes merely 7% of the $435 billion

Indian retail market. Thus, indicating the

strong foothold of the kirana stores.

In spite of the onslaught of the giant

supermarkets, the kirana stores have several

unique selling points which ensure that they

will continue to rule the Indian retail

landscape. They have the advantage of a low

cost structure, location in residential areas and

consumer familiarity because of being deep

rooted in India for the past few centuries while

the large supermarkets need to deal with

higher labour costs, maintenance of bigger

premises, and taxes. The target group of a

Kirana Store is restricted to a particular

locality which will continue to visit that store

for their daily requirements of local products

and small size options to an extent of 10gms

which the giant supermarkets do not stock.

With the increasing petrol prices and

worsening traffic situation, people appreciate a

3000 sq ft store near their house a lot more

than the much advertised, famed and jazzier

one that boasts of 3 lakh sq ft but requires 2

hours of their travel time and that also through

some of the busiest parts of the city.

The beauty of India is its diversity and with

this diversity comes a huge difference in

people‘s consumption patterns. If Gujratis like

a lot of Ghee in their chapatis the Tamilians

would like a lot of sambhar with their idli. The

national chains of supermarkets, even with

their IT systems have not been able to gauge

this. Whereas, a kirana stores know to the dot

as to what their customers want and customize

their stocks according to the particular location

where they are situated.

Today, the marketplace is flooded with new

products. However, a normal household uses

no more than 20 product categories on a

regular basis. Customers are normally running

short on time and do not have the luxury to

spend time traversing the length, width and

altitude of the store if all they want is bread,

milk, Atta, biscuits and tooth paste. Customers

are more aware and can easily figure out that

the supermarkets push their own brands

compared to the national brands because they

make more money over there. The common

thought that runs through their minds is ―What

is the harm in putting them close to the

entrance and make my life easier. I promise

that I‘ll see your entire store at a suitable

time‖. They find it easier to stroll across and

buy whatever they need with no parking

worries


Mom n Pop Stores Score Over Giant Supermarketsby Sonam Doshi

IGoa Institute of Management

or better they simply order on phone and ask

for home delivery than stand in long queues at

the billing counters

Moreover, a kirana shop‘s location does not

change for many years and storekeeper knows

almost everyone in the family, their likes and

dislikes. They stock items which are otherwise

difficult to find in a supermarket like shampoo

sachets or drain cleaning powders or small

quantity of boiled-sugar sweets. Though he

might not have an IT database or an MIS

system, he clearly knows what his customer

wants. A case in point, me being a 'Hide n

Seek' biscuit lover, had asked my kirana

storewala twice for it. He didn't have it then.

The third time I went, he had it stocked up.

Compare this to a supermarket where they

wouldn't really care for what I wanted. In fact,

when making a monthly shopping list, the

kirana storeowners remind the customers of

anything that may be missed. Such small

personal touches can make a big difference in

customer preferences for kirana stores. While

these kiranas are continuously strengthening

their PR skills and nurturing their relationships

with the customers, retail companies are still

struggling to do so because of their less focus

on this aspect. Rarely would one find any staff

even at a store wishing the customers or

interacting with customers.

Another major area where the kirana store

owners rule is by offering credit facility to

their customers. While, on the other hand, even

if customers are found short of one rupee, they

have no choice but to drop the item from the

cart. Customers can easily exchange products

at the kirana store and buy something of the

same value on their next visit. However,

organised retail stores have strict ‗no-return‘

policies which are never compromised.

The major chunk of people who shop for

FMCG products still find it convenient to shop

at stores nearby, as they cannot always

understand the concepts and the world of the

organized sector. It is like comparing Delhi or

Bangalore with a town in Rajasthan or any

other state. Indians generally follow the

JIT(Just in Time) system of cooking. This

means, they buy curd, milk, fruits etc. which

would just last for a day or two. A lot of this is

because of the Indian psyche of not stocking

up much at home. In spite of the fact that

things have improved in terms of penetration

of fridges, generators. However the Indian

psyche hasn't changed much. India has still a

long way to go before her retail industry is

completely organized and we are able to see a

paradigm shift towards acceptance for the

malls and huge shopping centres, especially in

Tier II and Tier III towns. For instance, if a

person from a small town were to visit a huge

mall in the larger cities, it would undoubtedly

awe them with all the wonderful things they

seem to offer but how far would the

acceptance level be to use an elevator every

week for purchase of small stuff which could

be easily bought from the shop next door?

Nevertheless, the macroeconomic landscape

indicates that the domestic retail industry has

immense scope for the modern as well as

traditional retailers to co-exist. Through a

balanced regulatory framework and

competition policy, both the traditional format

and the modern format can continue to grow,

eventually closing the gap between the

organized and unorganized sectors.



oday it seems new marketing tactics are being

identified everyday to attract customers.

Facebook‘s ad service, Google‘s AdWords,

website banner ads are seen as the new way to

perform advertising, while more traditional

methods like Direct Mail, Billboards, Print Ads

are neglected.

Why do large organizations or even small

businesses modify their plans? It is because of

competition. They just follow their rivals without

analyzing which type of integrated marketing

campaign will be relevant and useful for their

business. Nowadays people seem prepared to

abandon older marketing methods. Is it a wise

decision? Not always. Older marketing methods

can increase the effectiveness of other marketing

initiatives and contribute to a better, more

integrated marketing campaign. Traditional

methods need to be coupled with newer

marketing initiatives in order to improve each

method‘s strengths and make up for any

weaknesses.

Let‘s take a look at how the new marketing

tactics became relevant to the businesses. The

measurable outputs from these are tracking the

brand performance through peer to peer review &

public forum discussion. Moreover, loyalists of

the brand are helpful in spreading awareness

across their networks. Establishing brand

awareness by reaching audience at relatively

lower cost is the benefit sought by the

organization. Most importantly it helps in

reducing the communication gap between the

brand and the customers.

What about the traditional methods? How can

Direct Mailers, Billboards, Print ads contribute

today? In general, many direct mail companies

narrow the list down to those who would be most

interested in their products or services. The

amount of recipients who respond positively to

the mailer can be tied to engage in social media,

such as Twitter, Facebook or the company blog.

For local businesses, billboard advertising

provides a large customer exposure, particularly

if placed on a busy access road. These billboards,

if designed properly with content & link to social

media, act as an effective marketing campaign. In

print media, the important advantage is catering

to specific target audience where readership is

mostly longstanding and loyal. These are similar

in line with the billboards but magazines have

direct access to the customer space. As we all

know an attractive campaign will capture the eye

of the customer and hence link the content to the

web marketing by any promotional method.

Even though new advertising methods are being

created seemingly every day, the older methods

are not invalidated. The future is going to be the

era of mobile marketing, web marketing, geo-

targeting and others. The advertisers need to

couple traditional marketing with modern

methods to achieve steady and true results. Not to

forget - Integrated marketing campaign with the

right mix is essential in setting the stage for

effective brand building.

Old Marketing tactics: It‟s time to Move On?

by Harish Kumar Raju

T



Perspective


Fresh on TV


Title : WGC Diwali

Agency : BBH India

Date : September 26, 2011

Duration : 60 Seconds

Invest in Gold this Diwali

The World Gold Council, the non-profit association of

the world's leading gold mining companies, promotes

the use of gold. They launched a campaign targeting

customers who spend money during Diwali.

“Contrary to the traditional advertising of jewellery

which speaks to the woman, this TVC targets the men

and prescribes them to invest in Gold. The TVC in a

humorous way aptly conveys that investing in gold is

much more valuable than investing in a depreciating

product like TV.”

It loves you back

Honda launched Brio in compact car segment to

compete with Maruti Swift and WagonR and

Hyundai i10 and i20.

“The TVC invites you to fall in love with your car.

Everyone loves their vehicles, but this is a car which

will love you back. Men are generally possessive of

their cars, but this TVC defines the relationship as a

romantic one where the car cares for you, lets you

explore it, and is faithful to you.”

Product : Honda Brio

Agency : Grey India


Duration : 45 Seconds

Product : History Channel

Agency : McCann Erickson


Duration : 45 Seconds (3 TVCs)

A+E Networks | TV18, a joint venture between A+E

Networks and TV 18, has launched three TVCs for

their soon-to-be-launched factual entertainment

channel ‗History‘ in India

“Salman Khan has been strategically used to create

an image of action packed with entertainment for the

channel. The common feature of the three TVCs is

the spoofs on the existing shows in this segment

which the channel promises to replace.”

Kuch naya dekho

Srinath Akula,

IIM Indore

Link

Link

Preeti Gupta,

IIM Indore

You can watch these TVCs by clicking on the Link button.

Want to see „your ad review‟ here?? Comment on the TVC‟s in theVideos tab (click on

link). We will select the best review and publish it in

next Edition.

Link

Joy Daniel,

IIM Indore

https://www.facebook.com/video/video.php?v=10150319871076828




https://www.facebook.com/video/?id=257868904257679




1. A retailer was dismayed when a

competitor selling the same type of

product opened next-door to him,

displaying a large sign proclaiming "Best

Deals"

Not long after that, he was horrified to find

yet another competitor move in next door,

on the other side if his store. It's large sign

was even more disturbing—"Lowest

Prices."

After his initial panic, and concern that he

would be driven out of business, he looked

for a way to turn the situation to his

marketing advantage. Finally, an idea

came to him. Next day, he proudly

unveiled a new and huge sign over his

front door. It read,

“Main Entrance!”

2. The Coca-Cola name in China was first

read as ―Ke-kou-ke-la‖, meaning ―Bite the

wax tadpole‖ or ―female horse stuffed with

wax, ―depending on the dialect. Coke then

researched 40,000 characters to find a

phonetic equivalent ―ko-kou-ko-le,‖

translating into ―happiness in the mouth.‖

3. The elephant in the Carlsberg Elephant

brand was inspired by elephant statues that

man the entrance to its Copenhagen

brewery. The Elephant Gate has become a

famous Danish landmark and gives

visitors to the brewery a majestic

welcome.

4. In the 1920s, Adolf (Adi) Dassler, a soft-

spoken sports fanatic who spent hours

working on shoe designs in his workshop,

and Rudolf Dassler, a gregarious salesman,

started a small shoemaking business in the

Bavarian enclave of Herzogenaurach, focusing

primarily on hand-sewn athletic footwear. But

as their business took off, the two brothers

grew increasingly frustrated with each other.

They disagreed on everything from politics,

the future of the company and one another's

choice in wives. After a bomb attack on

Herzogenaurach in 1943, Adi and his wife

climbed into a bomb shelter that Rudolf and

his family were already in. "The dirty bastards

are back again," Adolf said, apparently

referring to the Allied warplanes. Rudolf was

convinced that his brother meant him and his

family. The damage was never repaired. In

1948, the brothers split their business. Adolf

called his company Adidas; Rudolf called his

Ruda before changing to Puma.

6. When Pepsi started marketing its products in

China a few years back, they translated their

slogan, "Pepsi Brings You Back to Life" pretty

literally. The slogan in Chinese really meant,

"Pepsi Brings Your Ancestors Back from the

Grave.―

7. While sitting at your desk, make clockwise

circles with your right foot. While doing this,

draw the number "6" in the air with your right

hand. What direction is your foot going now?

Marketing moral: Focus, focus, focus!

Trivia


1.TataPixel

2.GeneralElectricandRollsRoyce

3.a)BoilerRoom

b)BricksandClicks

4.a)IBM

b)Knorr

c)Barclays

Mar „Quiz‟ Answers

5.a)TacoBell

b)Bounty

6.Poppin‘Fresh

7.ColonelSanders

500

The best two

articles will win a

cash prize of

each

competition


Indian Institute of Management Indore

mark - avenue october edition

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