MARKSMAN The

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

Pepsi's IPL sponsorship : Is

Pepsi looking for a greater

footprint in India?

Gujarat Elections 2014 : Is 3D Technology

bringing in a new age of Virtual Campaigning?

Cover Story

Pg. 25 Pg. 27

Pg. 13

Pg. 18

01 DECEMBER 2012

THE MARKSMAN 02

EDITOR’S DESK

Cheers !! Team – Marksman The Interface – The Marketing Club of SIMSR

We would first like to thank you all for the constant and persistent support

over the years. We are especially thankful to everyone who has shared,

read and subscribed to Marksman since it began a little over a year ago.

Christmas is done with, the traditional celebration is over – the turkey is

eaten and the carols are sung, and now we head into a new year filled with

the ever new challenges as well as surprises!

We have had some most memorable marketing campaigns in 2012 to

remember, Gangnam Style and the viral effect of the video, the launch of

Samsung Galaxy S-III, the unveiling of Apple‘s I-phone 5 and I-Pad Mini, the

Apple-Samsung battle, the increasing trend of online shopping that the year

in specific witnessed, Channel 4‘s ―Meet the Super humans‖, Coca Cola‘s –

―Move to the beat of London 2012‖ and the list is endless. We, as the

marketing periodical of SIMSR, have tried to give you sharp & focused

insights about the latest happenings in the world of Marketing.

Our Cover Story decodes Stealth Marketing and ventures into the

techniques of Stealth Marketing, emphasizing on its risks at the same time.

Our Special Story on the other hand delves into Showdown in the Gaming

Industry and brings out a candid analysis. It covers a gamut of gaming

ranging from console gaming to mobile gaming.

The issue is packed with MARK-ive, It‘s all about AD-itude, Tweets, Hall-

MARK Campaign, BookWorm, SquAreheaD and Buzz which complete our

sumptuous issue in the true sense. The issue also captures a TETE-A-

TETE with Mr. Mehul Dongre, Key Account Executive, HUL, wherein he

provides useful insights about General and Modern Trade, Sales Function

and the various strategies that sellers use to attract customers.

We at Interface bid farewell to 2012 in style by organizing its successful

marketing fest Navikaran- at SIMSR. It was a two day long event

incorporating marketing events, workshop on social media, quiz and much

more. To know more about the event, grab the issue and get reading!

We congratulate Mr. Nishant Jairath and Mr. Vikram Tuli, for being adjudged

the best featured article of December! Team Interface also wishes all our

readers a Merry X‘mas and a prosperous year ahead!

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

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

integrative marketing news and stories.

Dear Readers,

03 DECEMBER 2012

CONTENTS

TWEETS

05

It’s all

about

AD-itude!

11

SqAreheaD

37

BUZZ

38

COVER STORY

STEALTH

MARKETING

13

FEATURED ARTICLES

PEPSI'S IPL SPONSORSHIP : IS

PEPSI LOOKING FOR A GREATER

FOOTPRINT IN INDIA? …25

GUJARAT ELECTIONS 2014 : IS 3D

TECHNOLOGY BRINGING IN A NEW

AGE OF VIRTUAL CAMPAIGNING?

…27

Bookworm

36

SPECIAL STORY

SHOWDOWN IN THE

GAMING INDUSTRY

18

Brand

MARK ive

07

Rewind

29

Tete-a-Tete

33

THE MARKSMAN 04

Effies 2012: Ogilvy India wins Agency of the Year fourth time in a row

Ogilvy India was adjudged the

Agency of the Year for the fourth

time in a row. McCann World Group

and Lowe Lintas & Partners followed

in the tally.

Ogilvy India also won the Grand

Effie, while Cadbury India was

declared Client of the Year.

Brand Wealth Seminar

The Madras Management

Association (MMA), in association

with Draftfcb-Ulka‘s Cogito

Consulting, conducted

Brandwealth Seminar 2012, a

three-day executive development

and continuing education

programme on brand building

strategies.

The program kicked off in Chennai

on the 13th of December. This is

the first time the Brandwealth

Seminar is being hosted in

Chennai. In previous editions, it

has been witnessed in Mumbai,

Delhi and Bangalore.

The faculty comprises MG

Parameswaran, Niteen Bhagwat &

Kinjal Medh.

TWEETS

05 DECEMBER 2012

KamaSutra steps into the energy drink category; launches KS E Drink

KamaSutra, the personal care

brand from the house of

Raymond, has launched an

energy drink called KS E Drink.

According to the brand, the

energy drink market is valued

currently at 200 crores and the

brand aims to establish itself

through its bold identity and

positioning.

Dunkin' Donuts‘ brings in Preeti Arora as head of marketing

Jubilant FoodWorks has appointed

Preeti Arora as the head of marketing

and new product development for

Dunkin‘ Donuts‘ India operations.

Arora joins Dunkin‘ Donuts‘ from Future

Brands, where she worked on two

brands - Biba and Secret Temptation.

She has worked with Myntra.com,

Hyundai and Daimler Chrysler India in

past assignments.

TWEETS

THE MARKSMAN 06

On Arora's appointment, Dev Amritesh, president and COO, Dunkin‘

Donuts‘ India, said, ―Preeti is a great addition to the Dunkin‘ Donuts‘ India

team. She brings the right set of skills and experiences that the brand

needs at this important stage of its development. We are confident she will

play an important leadership role in building a strong brand and a robust

business for Dunkin‘ Donuts‘ in India.‖

H I S T O R Y

Zev Sieg, Jerry Baldwin and Gordon Bowker initially opened a small shop

selling gourmet coffee beans and coffee brewing accessories. Howard Schultz,

a former employee brought out Starbucks and spearheaded it to be the brand

that coffee making is synonymous with. It expanded from a coffee beans

producing company to a coffee making cafe. The Seattle coffee company

wouldn‘t stop there and go on to spread its footmark one cup of coffee at a time.

Brand MARK ive

One place where you can vouch for

the world‘s best coffee is Starbucks.

As the Starbucks phenomenon hits

Indian shores, our coffee crazy

nation has welcomed it with open

arms. Howard Schultz may always

be mistaken for the owner of the

company instead of the catalyst that

helps Starbucks expand from a

small regional business into the

potent brand it is today.

07 DECEMBER 2012

Brand MARK ive

G R O W T H E R A Starbucks coffee history started taking shape

as it rapidly expanded to cities within US. In

1991 it forayed into mail order, catalogue

business and licensed airport stores. It was

then that they went public with an IPO under

the trade symbol SBUX. Their first international

coffee house was opened way back in 1996 in

Japan and since then has made its presence

felt in 61 countries.

The key reason for its expansion can be attributed to word of mouth marketing

with differential expansion approaches in those countries. It was now that they

started expanding not only their stores but roasting factories.

During the 2000‘s they innovated on their product lines. They introduced

varieties in their food menu. It went through a corporate change where it

positioned itself as a sustainable company. It offered ground coffee remains as

compost. It refurbished its menu by offering baked goods to attract the health

conscious consumers.

B u i l d i n g A B i l l i o n D o l l a r B r a n d

A glimpse into the company‘s timeline will

reveal that it did not take much time for it to

evolve into the brand it is, leveraging best

quality coffee in Starbucks and figuring out

how to put it in a ready to drink forum. The

recipe to build a billion dollar brand is

understanding what the consumer needs

are and cracking on them. In a bold move in

2011, Starbucks changed its logo where it

dropped the name of the company in the

logo. It may be assumed that they are a

huge brand enough that the logo itself

speaks for them, with the iconic mermaid in

green.

THE MARKSMAN 08

This signifies that Starbucks has moved on to bigger avenues and is no longer

just a coffee company. The corporate culture at Starbucks has always been

consumer oriented where they are placed at the heart of every operation.

Brand MARK ive

And as Howard Schultz says

―There is a word that comes to my mind when I think about our

company and our people. That word is 'love.' I love Starbucks because everything we've tried to do is steeped in humanity‖.

09 DECEMBER 2012

Hall-MARK Campaigns

V O D A F O N E G O E S ‘A N D ‘

Vodafone and innovation are closely interlinked, be it the Zoo Zoo ads or ‗Made

for you‘ campaign, they have always managed to come up with something

unique to promote their brand. Vodafone has recently launched in association

with Bates Landscape two separate OOH campaigns down south- one in Mysore

and another in Hyderabad.

.A similar OOH campaign was launched in Hyderabad during the festival of

‗Theppoutsavam‘ performed on Dussehra. Theppoutsavam is a boat festival in

which deities are taken out in a procession. Vodafone rolled out a festive offer

in Hyderabad, wherein it amplified a concept of Theppoutsavam of Vijaywada

Kanaka Durga at a prime location to promote the Vodafone pre-paid plan. This

campaign included a 80‘x50‘ hoarding depicting a Theppoutsavam boat on a

river moving within the OOH site. This campaign has given a great exposure to

Vodafone‘s pre-paid offers.

Vodafone is truly a genius when it comes to innovation. Instead of depending

on intrusive pop-ups or loud voiceovers, it uses outdoor advertising as an

impactful medium that is impossible to ignore.

THE MARKSMAN 10

TWEETS It’s all about AD-itude!

Media:Print

Client: Teach India

Corporation: Taproot India

Illegible print ad is all that was needed to generate strong reactions

towards this print ad. Taproot created this ad for Teach India, to

persuade people to sign up for the Teach India campaign.

The print ad comprises of a blank paper with scribbled handwriting,

which is almost incomprehensible, ending with a ‗Are you ready to sign

up?‘ statement.

This ad depicts the client‘s primary purpose of existence, imparting

knowledge, and has a letter written in a ‗signature style‘ where they ask

people to sign up for their campaign to teach someone to sign or write

their name.

This ad serves its purpose to target its audience .The simplistic route

taken by Taproot was well in theme with Teach India‘s initiative and the

creative thought behind the whole campaign, be it the minute details

like font ,thought or style, it has helped take forward Teach India‘s

initiative.

11 DECEMBER 2012

TWEETS It’s all about AD-itude!

Media: TVC

Client: Cafe Coffee day

Corporation: Creativeland, Asia

It ad marks the foray of CCD in the domain of TVCs .CCD has survived

the advertising temptations for the past 16 years. However its foray in

the televised ads is a debut for them.

The freshly brewed TVC is targeted at the youth. With the basic idea of

how standing up, hasn‘t yielded any results and thus a sit down is what

is advocated. This ad included close to 70 youngsters singing the ‗sit

down anthem‘. They emphasise on problems that are solved with a sit

down, and reinforce the power of conversations , which is perfectly in

sync with their tagline of ‘A lot can happen over Coffee‘.

This is a significant step that CCD took, and it seems to have paid off.

CCD has for long survived the market without much advertising, except

for a few little BTL activities and tie ups. This step is a step forward

towards stepping into peoples‘ home, with no better medium than

television.

THE MARKSMAN 12

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Sounds so much like a paradox! Can Marketing which is christened the most

glamorous job, be furtive? Incredulously, the riposte is Yes.

D E C O D I N G T H E C O D E - D E F I N I T I O N -

Marketing a product in such a way that people are not sentient that you are

trying to cajole them to buy it. Stealth Marketing is marketing to the consumer‘s

subconscious. It is ingraining in a consumer that he/she wants something,

without overtly promoting the product. Stealth marketing uses insinuation and

subtlety to seed a message in the consumers‘ mind.

C O D E N A M E S

Stealth Marketing is also called Undercover Marketing, Buzz Marketing or

Roach bailing by its detractors. It is an emissary of Guerrilla Marketing.

N E E D F O R U N D E R C O V E R A G E N T S - W H Y S T E A L T H M A R K E T I N G

The golden age of advertising which hit the ground in the 1960‘s has had an

efficacious run for several years. But the consumer has now developed, what

we call, Tolerance to the advertising drug. ‗Marketing Literate‘ is the new

sobriquet for this consumer, who is cynical about advertisements. Moreover,

the consumer faces a barrage of over 3000 marketing communiqués per day

which clutter his memory. In the wake of these certitudes, advertising is proving

to be an expensive affair with low return on investment. And it is from these

corpses that the phantom of Stealth Marketing has taken shape. In the search

for novel methods to get noticed, advertisers discovered Stealth Marketing as

an important weapon in their armour. Guerrilla marketing took birth in the

1970‘s to break the dud of traditional marketing techniques. Jay Conrad

comprehensively construed many of these techniques in 1984, in his book,

Guerrilla Marketing.

13 DECEMBER 2012

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A D VA N T A G E S O F T H E C A M O U F L A G E

The buzz spawned by the undercover

campaign traverses from people to

people and so is a thrifty way of

advertising. Financial risks are pruned

as the investment is meagre. It also

sieves through channels available to

consumers isolated from all other

media. Consumers tend to assign to it

more credence than they do to

conventional media. It incepts a Viral

Marketing program in the garb of

spontaneity.

P L A Y I N G B O N D - T E C H N I Q U E S O F S T E A L T H M A R K E T I N G

SOCIAL MEDIA CAMPAIGNS

AND ONLINE REVIEWS -

Stealth Marketing tactics can be

deployed online as well as

offline. People working for

companies may impersonate as

consumers, like and recommend

a product on various internet

forums.

This electronic internal marketing encapsulates a large number of audiences

and transcends geographical boundaries. It also suffuses more velociously

than one-to-one word of mouth does. People are more likely to put their faith in

it because they are oblivious to its source of origin and its motive.

PROFESSIONAL PLANTS- Offline strategies include actors posing as wonted

people in hustling locations, where they then convincingly use certain products

and rendezvous with nearby consumers without them realizing that they‘re

stooges of stealth marketing. Some start-ups and small businesses recruit

professional promoters and paid actors to pitch for their products. New York's

Time Square is one of the hubs of such activity. The actors accost the

consumers and casually promote their products. They may pose in front of a

theater and ask someone to take a picture with their phone to get the ball

rolling. After the unsuspecting tourist takes the shot, the actor sets in motion

small talk about the phone, its features and what a great buy it was. And if the

tourist is lured into making the purchase, he chaperons the tourist to the most

approximal outlet and facilitates the purchase.

THE MARKSMAN 14

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It will never dawn upon the tourist that the actor was a plant and he will contend

with the fact that he parlayed a great deal for a great price by friendly advice

alone.

In 2002 Sony Ericsson used Stealth

marketing by deploying around 60 men

in mask in 10 major cities, asking them

to buttonhole strangers and make a

request to click their pictures. The actor

then bragged about the features of the

phone while handing over the device to

the stranger. Thus tacitly

metamorphosing an act of civility into a

branding event. Wikipedia has shaped

into a tool for undercover marketing.

The creation of WikiScanner, for example, has revealed attempts at

manipulating Wikipedia's content by a large number of business, government,

and special interest groups.

PRODUCT PLACEMENT- This entails placing of branded products in a context

sans ads such as movies, music videos, television programs, news programs,

books, broadways, music etc.

Sony leveraged product placements in the movie Casino Royale (2006). A BD-

R disc is brandished, all characters flaunt VAIO laptops, Bravia televisions

conspicuously occupy some frames and Bond has a cyber shot camera at his

disposal to click photographs.

Coca-Cola has also used product

placements in many Bollywood

films. A bottle of Coke plays

cupid in the film Taal (1991,

‗Rhythm‘). There are also verbal

mentions of Coca-Cola in the film

Mohabattein (2001, ‗Loves‘).

CHARITY- Good begets good is a new mantra to which marketers are

increasingly resorting, to woo their consumers. Many brands interface charity

events into their image to concoct a positive buzz.

The Standard Charted marathon which is conducted every year in Mumbai is a

good example. Nike conjugated with the Lance Armstrong foundation and

designed their Livestrong bands.

15 DECEMBER 2012

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SPONSORED STUDIES- Companies fund studies involving competitor‘s

brands to create repugnant results. These studies are used to conjure an

image that a given product is better than the competition. In some cases the

results are bonafide but the framework for the study is flawed.

For example, the company‘s most stellar product is pitted against the

competitor‘s worst model skewing the results in favour of the company‘s

product. The validity of such a study is eclipsed.

Stealth marketing is employed by a repertoire of businesses ranging from

healthcare to politics to real estate. For example when Rahul Gandhi embarks

on a local train journey he is trying to entice the people into buying his party at

the elections without making an overt appeal for votes.

PR ACTIVITY- Brands create a hype and hoopla around themselves to find

their way into newspapers. This is an effective substitute to publishing

expensive ads and whips up considerable buzz about the brand. This

subsumes sponsorship of events, for example Airtel Indian grand prix. The

brand gets scribe space without having to shell out for it. Many celebrities use

PR techniques so that they are a hot topic amongst their fans. Love affairs that

surface before movie releases, public appearances, and social acts are all a

part of this jigsaw.

THE MARKSMAN 16

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Y O U A R E S U R R O U N D E D B Y S P I E S - R E A C H O F S T E A L T H M A R K E T I N G

P O T E N T I A L N E M E S I S - R I S K S O F S T E A L T H M A R K E T I N G

43% of the fortune 500 companies have adopted Stealth marketing this year. It

is gradually getting absorbed as a mainstream marketing technique.

Any short-term benefits firms enjoy from reaching consumers using stealth

practices may well be outweighed by the more troubling consequences that

could surface in the future. Stealth marketing rests on the premise ‗lie but don‘t

get caught‘. The repercussions of getting exposed are catastrophic. The

consumer will feel betrayed and despise being associated with the product. So

the shroud on the secret should never be raised. Stealth marketing may also

have legal ramifications.

C O M M E R C I A L I Z I N G S O C I A L I N T E R A C T I O N - T H E E T H I C S O F S T E A L T H M A R K E T I N G

Is Stealth marketing a 21st century con? Deception is the way forward in

stealth marketing. The testimony to a product perceived as true is actually a

sham. The lines between marketing and real-life are obfuscated disabling the

consumer from making an informed choice. Stealth marketing blurs the critical

lens through which we all view marketing. Marketers should dodge the ethical

dilemma by seeking alternatives to deception and making necessary

disclosures.

All in all stealth marketing is a cogent marketing technique as long as it

remains stealthy. But the consumer has to watch each step before making a

buying decision because for all you know a friend or a family member may be a

façade of a marketer.

17 DECEMBER 2012

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THE MARKSMAN 18

s h o w d o w n i n t h e

g a m i n g i n d u s t r y November of 2012 saw the release of Halo 4 and Call of Duty: Black Ops

2. These became two of the most sought after console games in recent

times. In fact, Call of Duty: Black Ops 2 has become the biggest launch in

the entertainment industry, garnering revenues of $500 million in sales

within the first 24 hours of launch!

But was it enough? Even if we add Assassin‘s Creed III and Borderlands 2

to the list, the previous years‘ statistics do not indicate a happy future for

console gaming. (Maybe a little like the dystopian storyline of Mass Effect)

Why this observation is crucial is because during the past few years, video

game sales have been plummeting consistently. By the end of the 3rd

quarter in 2012, the drop in the sales of console video games was as low

as three fourths of the previous year.

Some blame it on the world economy which also happens to be the

universal reason for most things gone wrong under the sun.

It must be pointed out that despite the slowdown in world economy,

movies and music sales have been consistent and have not dipped.

So WHY did console video game sales drop by 25% as compared to the

previous year? This fall requires an in depth analysis to identify the

reasons. Before we begin (or crack anymore jokes!) let us look at the

figures.

19 DECEMBER 2012

The quarter ending in

September saw the sales

of console video games,

hardware and accessories

drop by 25% from $1 billion

in 2011 to $755.5 million

this year. The consoles

sales dropped by 37% to

$183.7 million in the

quarter ending in

September, as compared

with the quarter in 2011.

Gaming related software

sales also saw a fall of

25%, closing at $432

million. Even though Xbox

360 is the best-selling

console of all time, it

managed to undersell at

270000 units as compared

with 393000 units at the

same time last year.

SPECIAL STORY

Take a look at the graph line dipping at the end of December; that is owing to

the fact that the big guns in gaming( the names mentioned above) were out in

November already and the arsenal was empty by the year end. The same trend

is expected this year.

Candid Analysis:

This time we discuss the complex interplay of Doomsday, Gaming and Greeks.

The doomsday, well, was a good hoax played by the Mayans. It is not such a

bad thing that they are not around to see the end of the world. It was quite

underwhelming you know!

Maybe many gaming managers and consultants were waiting for the

impending doom on Dec 21 2012 and assumed that no one would blame them

for their mistakes after the world ends and the console gaming bubble bursts.

Too bad that did not happen.

THE MARKSMAN 20

Topics like ―ailing economies‖ and the ―doomsday prophecy‖ have been a

major focus of discussions among the erudite as well as business communities.

There is a school of thought which believes that there is a distinct possibility that

the Greeks involved in these discussions got carried away and forgot to perform

their regular tasks.

And did we mention we are convinced that such discussions tend to take

place during a busy day of LAN gaming at office? Why else would a country like

Greece (which apparently had a robust economy) go bust? We insist that a

world gaming competition should be organized and if Greece does not emerge

victorious, we would willingly stomp on our hats!

SPECIAL STORY

When the designers and vendors were asked for feedback, one of the first

things that came up was the lack of new hardware. The last innovative hardware

in gaming was the release of Wii and subsequently, the competitors followed

with ―ME TOO‖ devices like Kinect and Move. These devices did not create an

impact and hence lacked the impetus to hoist the sinking market share. Mere

gaming has not been able to make up for the lack of hardware. When the

gaming industry gained popularity in the 80‘s, gaming consoles had a crucial

role to play. However the same large immobile gaming consoles were also

responsible for the doom of the industry in that era.

Even Nintendo today is struggling to capture the market despite having the First

Mover‘s Advantage of Wii. They have not been able to diversify their portfolio in

time.

BUT I WANT A NEW PS3!

SPECIAL STORY

A shift in the consumer trend is one of the

reasons why gamers are losing interest in

console gaming. Most individuals today

seek small bite-size gaming sessions in

their free time. Console gaming restricts

that experience. Not only does one have to

physically go to where the console is

installed but also that console gaming

requires time investment, right from the

point of loading to playing a complete

session. As a result, such consumers have

found solace in mobile gaming which can

be done anywhere, anytime.

I WANT TO PLAY RIGHT NOW!

WHAT WAS THAT GAME AGAIN?

Another contributing factor was the lack of innovation in gaming. The sports

games like Madden and NFL et al are mere developments over the previous

versions and with only a few added effects; they cannot be differentiated

considerably from one another. Most of the first person shooters are no different

from their counterparts.

21 DECEMBER 2012

SPECIAL STORY

The masses are shifting towards mobile

gaming. It is no longer Snake on black

and white background.

Consider the following games :

Angry Birds

Plants Vs. Zombies

Fruit Ninja

Where‘s My Water

Temple Run

The ME TOOs

I LOOOVE MY I-PHONE!

All of these have revolutionized mobile gaming by making use of their best

features- be it touch sensitivity or graphics drivers. The biggest advantage that

these games have over console gaming are their prices. This makes them far

more economical than any console game.

THE MARKSMAN 22

Having said that, it is true that hardcore gamers would appreciate the subtle

changes and would remain loyal to consoles!

SPECIAL STORY

Another factor that gave rise to console

gaming was the leap in graphics. (Remember

the revolutionary slow motion action in the first

Max Payne?) Since then there have been

leaps and bounds in graphics and in-game

characters look more and more realistic!

SO WHAT IF YOU CAN SEE THE NOSE HAIR!

I WANT TO PLAY WITH MY FRIENDS!

The amalgamation of gaming and social media has had a huge impact on

gaming enthusiasts. No matter how much we hate Farmville and its sheep, it

has proven that social media gaming is HUGE. Now consumers can play with

family and friends while interacting with them. In fact these games have created

an entirely new form of revenue stream which is neither license nor subscription

based. If you want more sheep in Farmville you can purchase them then and

there! Hence it is a ―FREEMIUM‖ game.

Today, every game can boast of slow motion

action sequences and realistic looking entities.

But gamers are no longer enthralled by

graphics. Even though there is improvement in

every subsequent game, the WOW factor that

led to the success of Call of Duty, Assassin

Creed and Resident Evil franchisees is no

longer there! What is required is a quantum

leap in graphics design to draw the consumers

back in again.

23 DECEMBER 2012

SPECIAL STORY

Market research and competitive analysis are vital. Mobile gaming does not

generate revenues like console games do, but they have usurped a big share

of console game market. With the development of mobile technology, the

market can see a substantial shift towards mobile platform in the near future.

More and more console game developers are focusing on mobile gaming and

some even have switched.

IN CONCLUSION

THE MARKSMAN 24

The R&D cycles of Play Station

and Xbox teams do not match

the consumers demand. The

basic tenets of marketing have

been lost in the quest for

technological excellence and

this is the reason why console

gaming is losing in the face of

mobile gaming.

FEATURED ARTICLES

Pepsi's IPL Sponsorship: Is Pepsi looking for a greater footprint in India?

- Vikram Tuli , Great Lakes Institute Of Management, Chennai

Introduction IPL managed to bring together cricketers from different nationalities, lured them

with fat pay cheques, roped in big advertisers who did not think twice before

splurging on their brands for prime time eye space, got cheer leaders to shake their

hips and bulldozed its way into ICC‘s calendar. Thus, by a judicious mixture of

managing the environment nearly perfectly and staging fantastic experiences every

time a match was played, value creation was no more, the prerogative of a single

entity. Instead, multiple stakeholders came together on a mutually rewarding

platform and lavished the cricket loving crowds with some truly memorable fares.

Along two dimensions of

experiences – customer participation

and connection – IPL fits into the

quadrant where both active

participation and immersion are

high.

Viewers are completely immersed in the proceedings right from the first over of

the first innings.

The popularity of the IPL can be gauged from the number of people who routinely

wear t-Shirts and jerseys that espouse their support to favourite teams even

during non-season times.

Pepsi's not changing the game, but it's definitely changing the name. Seasons 6

to 10 of the Indian Premier League will be known as the Pepsi IPL.

Pepsi and Coke wars have always been talk of the town. One has to understand

that IPL is held in the summer, the best season for Pepsi. Analysing both the

sides of the coin we can derive some useful insights. PepsiCo may have brought

in 38 % more revenue in 2011 than Coca Cola. But its arch rival sold $28 billion

worth of soda while PepsiCo only sold $12 billion.

Pepsi is trying to regain lost share by improving its marketing efforts and

portraying a ―lifestyle‖ brand image.

IPL as a boon for PEPSI

I feel that No scale association with cricket is possible in India without a sizeable

IPL presence. IPL has now become the new face of Indian cricket. It combines

the best of cricket with entertainment, regional club passion and international

glamour.

25 DECEMBER 2012

FEATURED ARTICLES Brand Pepsi is an iconic youth brand and one of the most recalled and trusted

brands across categories in the country. Now, with this association, Pepsi‘s hope

to catapult its brand to an even higher orbit — that of the most universal, popular

and trend-setting youth brand seems a reality. The kind of viewership that the IPL

gets in India and across the world is of great interest to Pepsi. The format is very

entertaining and all the major international players want to play in it. The format is

going to get better and so Pepsi‘s penetration is going to go deeper, reach out

more and take it to schools. The IPL is being telecast in over 192 countries. The

title association of Pepsi IPL and other benefits would allow brand Pepsi and other

PepsiCo brands to gain more than conventional sponsorship benefits and generate

immense universality across the country.

While PepsiCo may choose to attribute this carping to certain bunch of fruits on a

vine gone sour, fact is that the brand has parked a huge sum of money in one

single property that is actually played out only for a month in a year.

IPL as a Bane for PEPSI In the last few years, IPL has been plagued by low viewer interest, as

controversies, coupled with a predictable format, took the sheen off the

tournament. According to a report by Brand Finance, IPL‘s current brand value

is $2.92 billion, compared with $4.13 billion in 2010. Television ratings for the

tournament have also fallen from an average of 4.81 in the inaugural edition to

3.27 in the fifth season this year.

IPL 6 has bagged its title sponsor,

but that‘s just the beginning of the

story. The BCCI still faces the

challenge of sealing fresh associate

sponsors as its contracts with

existing sponsors Vodafone, Hero

Moto Corp, and Citibank also came

to an end in July.

THE MARKSMAN 26

FEATURED ARTICLES

Gujarat Elections 2014: Is 3D technology bringing in a new age of Virtual

Campaigning? - Nishant Jairath, DoMS, IIT Madras

Gone are the days when politicians used to amble from town to town holding

election rallies for canvassing votes from people. Gone are the days when people

used to wait for hours for their leader to arrive. Holding rallies at multiple places at

the same time is a new feat accomplished by the BJP leader who left the

opposition gasping for more ideas of reaching out to people. Being a pioneer in

using 3D technology, Gujarat elections have once again marked a special event in

history of India and no doubt that this event will certainly bring about a revolution in

the way election campaigning was done so far.

The technology was developed by a UK based company known as Musion

Eyeliner which uses age old trick of pepper‘s ghost. It is already being touted as

the next big thing in marketing circuits; 3D technology has been used extensively in

creating special effects in movies and also live performances across the globe.

With advent of this technology, entertainment industry also got a shot in the arm. It

is now possible to hold live concerts at multiple places anywhere in the world. It

has changed the paradigm of holding global tours. The artists can showcase their

talent real time to an audience, oceans away, by performing in a nearby studio

itself.

The use of technology has contributed

in yielding a positive outcome for the

incumbent Chief Minister to hold the

seat for the third time in a row, which

many analysts have stated as a rare

event to occur in the country. This

unique method of campaigning

engrossed every section of the society.

The hoopla created around the use of

technology attracted adults as well as

children equally to its shores.

The verdict for the new campaigning style could very well be adjudged by the lit-up

faces of the audience and everyone appeared as though they just saw a movie,

that too without ticket!

27 DECEMBER 2012

FEATURED ARTICLES

The positive poll results corroborated by positive reaction of the attendees give

us a clear picture of far-reaching effects of the technology. Showcasing of virtual

campaigning in the recent polls has opened up an entirely new sector for the use

of this innovation. It has left behind the analytical programs devised by Mr.

Obama for his second presidential campaign which essentially dealt with

providing a common platform for his supporters to collaborate and to attract

young voters.

Given the massive voter base in our country accompanied by diversification of

the towns across the landscape it will be a boon for the politicians in terms of

reaching out to the far flung citizens. Centre elections due in 2014 will see every

party looking forward to the best possible use of virtual campaigning. In no time

we will witness sprouting up of avenues where regional candidates will deliver

their party manifesto in order to lure the voters. This will also help in empowering

the people by educating them about all the perspectives in the field and which

one will cater to their needs better. Thus, the election campaigning is poised to

dawn a new avatar blessed by the scientific revolution brought about by

partnership of Musion Eyeliner and its Indian collaborator Nchant 3D. With new

emerging prospects ranging from holding public rallies to imparting educational

lectures, from holding live performances to addressing a corporate meeting at

multiple places at any point of time, Nchant 3D, will maintain a long waiting list of

meeting newer commitments.

THE MARKSMAN 28

REWIND

‗Corporate interaction with Mr. Mehul Dongre‘ : 7th November 2012

Time and again the students at KJ Somaiya Institute of Management

Studies have had the opportunity to interact with some of the big names of

various big agencies. Yet again they had this opportunity to interact with and

learn about Sales and FMCG marketing from Mr. Mehul Dongre from

Hindustan Unilever Limited.

Mr Mehul Dongre is the Key Account Executive at HUL. He has earlier

worked with FMCG giant ITC and handled sales for their Tobacco and

stationary departments.

The interaction began with Mr Mehul giving the students some key insights

into the sales world. He handled the distribution for the tobacco business at

ITC and explained how the distribution system works. He also gave the

students a clear differentiation between general trade which he handled at

ITC and modern trade which he currently handles at HUL. He spoke about

the various challenges a company faces while handling both general and

modern trade. He also explained how HUL uses push as well as pull

strategies for its various products.

This session was an interactive one and he answered several doubts that

the students had. He also showed the students a Coco Cola advertisement

depicting how coke installed huge vending machines at various malls and

how to get a can of coke the people at the mall had to climb on each other

and insert the coin into the slot which was approx 10 to 12 feet high. Coke

tried to push the message of ‗you need friends to help you get a can of coke‘

and this activity was carried out around the friendship day. This he said was

one of the various ways in which companies try and increase their sales.

All in all this interaction with Mr. Mehul left the students enlightened with

some useful insights of sales functions and the various strategies that

companies use to attract customers to ultimately turn them into consumers

of their products.

29 DECEMBER 2012

REWIND

‗NAVIKARAN'12‘: 19th December 2012

Navikaran‘12 is the annual inter-collegiate Marketing Fest of K.J. Somaiya

Institute of Management Studies and Research powered by Interface, the

Marketing club of K.J. SIMSR. This year, Navikaran‘12 was held on the 19th

of December 2012. Navikaran'12 was proudly associated with one of India's

most famous corporate houses "Birla White Wallcare".

The fest offered a plethora of opportunities to young marketing enthusiasts

ranging from Case Studies, Workshops, Corporate interactions to online

events. The festival provided an opportunity for aspirants to enhance their

skill-sets that will serve as a guiding force throughout their career.

The events that took place were as follows:

RanNiti‘12

The flagship event of Navikaran'12,

RanNiti was a case study event that

focussed on strategic thinking and

brand building capabilities of budding

marketers. The aspirants had to

devise strategies for Birla White

Wallcare in this event. The total prize

money for this event was worth INR

40,000.

Social Media Workshop

A Workshop on Social Media

Marketing in association with

EVOLUTION Co. The workshop was

conducted by Mr. Gregory Fernandes

– Sr. Executive – Training and Mr. Arya

Patnaik. The workshop gave insights

on how to leverage social media as

well as the power that surmounts it.

THE MARKSMAN 30

REWIND

Chitrarekha'12

ChitraRekha ‘12- a prestigious Intercollegiate Photography Competition in

association with the Chocolate Room where all photography enthusiasts

were invited to share their ―Coffee Moments‖. The total prize money for this

event was worth INR 7,000.

SRIJAN‘12

The graffiti making competition in

association with Uni-Spa. The theme for

the event was Foot Spa through Fish

Therapy. The total prize money for this

event was INR 12,000.

VYAKHYA'12

VYAKHYA'12- a creative ad-mad event in

association with SPYKAR where selected

teams had to perform an ad based on a

given theme. The total prize money for

this event was worth INR 15,000.

JIGYASA'12

An online 'BIZ-QUIZ' for all the Brand Savvy Quizzers in association with

SPYKAR. The total prize money for this event was INR 3000.

Rachna'12

A creative writing competition in association with The Chocolate Room where

the participants had to tell what their ―Chocolate Room‖ would be made up of.

The total prize money for this event was worth INR 7,000.

31 DECEMBER 2012

REWIND

‗DRAFT FCB Ulka presents COMSTRAT‘: 22nd December 2012

COMSTRAT is a communication strategy based case study competition of

DRAFT FCB + Ulka which was organized by SIMSR and powered by

Interface – the Marketing Club of SIMSR. The event requires designing of

innovative and effective communication strategies for a brand on the real life

problems that the brands face.

DraftFCBUlka Comstrat, now in its seventeenth year, is the first ever case-

study competition in the area of communications to be organized amongst

management students of the country. Comstrat is a platform which enables

sharp application of academic fundamentals to real life corporate situations

for budding managers of tomorrow. A live case study is provided by a

business organization to participating teams for which students are required

to recommend a communication strategy.

Over 100 teams from across the country sent in their entries for the

preliminary rounds and 6 teams battled it out in the final round held in

SIMSR on 22nd Dec 2012. The final 6 participants were the teams from IIM

Indore, MICA Ahmedabad, SIMSR Mumbai, JBIMS Mumbai, SIBM Pune

and SIMC Pune.

The elite jury for this year included Mr Ajay Kolane, senior manager -

brands, Coca-Cola India; Mr Kinjal Medh, national head - strategic planning

and COO, Cogito Consulting; Mr Vidyadhar Wabgaonkar, senior vice

president, head - strategic planning, Draftfcb-Ulka Advertising (West and

South); and Mr Dorab Sopariwala, consultant - consumer behaviour, and

editorial advisor to NDTV.

Based on the quality and depth of analysis and solutions, the team from

SIMSR emerged as clear winners. The team from MICA was the first runner

up and the team from JBIMS was second runner up.

THE MARKSMAN 32

Tete-a-Tete

C o r p o r a t e i n t e r a c t i o n with

Mr. Mehul Dongre Key Account Executive

Hindustan Unilever Limited

How has your journey been from ITC to HUL?

The journey in ITC was more of general trade business. Of the 3 years I was

associated with ITC, I was more into the tobacco business for the initial 6

months, which included primary and secondary distribution and for the next 6

months I was involved in the stationary business which was a new

development in ITC. Later on, I moved to HUL wherein I got the opportunity

to explore modern trade, which was a completely new territory for me.

Although I was not well versed with modern trade, the systems, the

processes and the team that HUL has which is a dedicated team for a

dedicated profile helped me adapt and succeed in modern trade.

What are new upcoming avenues in FMCG? Which trends are going to pick

up soon?

I think apart from the typical trend in FMCG, the Pharma-Health care profile

would be emerging. The second profile that can be looked out for is the

logistic and supply chain in FMCG. Third would be customer marketing,

wherein management students can look out for consumer insights, FGDs,

consumer forums to name a few. So these are the emerging profiles that are

coming up in FMCG.

As Walmart is soon going to enter, what would be the impact on general

trade?

33 DECEMBER 2012

Tete-a-Tete

What are the challenges one faces while dealing with modern trade?

I doubt general trade would be affected by the entry of Walmart in India. As

such Walmart is currently operating in India under the name Easyday in a

joint venture with Bharti. Although 100% FDI has not been permitted, even

with a 51% stake, I don‘t think the local ‗kirana‘ stores will be impacted. The

reason being the traditional business is still growing at a much more faster

rate than modern trade. The only glitch being the share of sales would be

taken over by modern trade. However, Walmart and retail would help

discover and grow new categories. For instance, washing powder for

washing machines and tea bags would grow at a much faster rate in modern

trade than in general trade.

Does HUL use a pull strategy or push strategy?

The first and foremost challenge one faces while dealing in modern trade is

how to make available the products on shelf, with modern trade chains like

Future Group, D-Mart, Hypercity and so on. The modern trade chains will not

be ready to list or make available each and every product on its store shelf,

making availability of shelf space the biggest challenge. As such, vendors

generally implement the pull and push strategy. Push strategy would be by

giving margins or doing some activity and pull strategy would be through the

air, through the media. The second biggest challenge is the margin. The

margin factor is a major problem for modern trade since the modern trade

retailer always has an inventory of 8-10 crores at any point of time. His major

concerns are pilferage and shrinkage, which has to be taken care of. Hence

he keeps lower MBQs (Minimum Basic Quantities) i.e. ensures that the

inventory is as low as possible and at the same time generates more

turnover. As such the three major challenges would be listing of the products,

margin and inventory control.

It depends on the categories that we are into. All the brands as per my

knowledge have their particular advertisement. There are certain products

that sell more on push and more on brand equity. For instance, brands like

Vim, Wheel or Lifebuoy are 100 years old brands and they sell by their

name or brand equity wherein although we advertise and engage in other

media activities, the most approachable strategy would be the push strategy

to make it simple and available on the shelf or the ‗kirana‘ store or the

modern trade

THE MARKSMAN 34

Tete-a-Tete

How and what is the difference between dealing with general and dealing

with modern trade?

Whereas highly involved products or emerging products like shampoos,

conditioners, hand wash; are more dependent on pull strategy where the

product involvement is too large and the work will be more towards media

and advertisements rather than the push strategy.

First and foremost; in general trade, the shopkeeper is the owner and in

modern trade, the store manager is the employee. The shopkeeper always

thinks from his business point of view as to how much I have invested and

how much I would get back in return whereas the store manager how to

maintain inventory, grow sales, ensure labor rest, reduce disputes between

shopper and the labor and control pilferage. A local ‗kirana‘ store owner‘s

work would be to ensure customer loyalty by providing credit facility to build

trust, which is not the case in modern trade. They are two different ball

games but definitely the shopkeeper wins because he is the owner and the

store manager is the employee.

35 DECEMBER 2012

TWEETS BOOKWORM

Marketing in the Age of Google By Vanessa Fox

Marketing in the Age of Google written by Vanessa Fox gives an aggregated

insight on the growth and evolution of the search topics. The book is a must

read for the ones with background based on SEOs i.e. Search Engine

Optimization. The book highlights a plethora of insights on SEO techniques

and tactics.

If any organization wishes to optimize their search rankings, the book provides

good, crisp and clear structure as to how to start and evolve the content

strategy and at the same time surpass the top positions in Google. To add

further, the book also enlightens the readers on the theory that is based on

having a web-strategy in place that bolsters a company‘s business strategy.

The book is a must read for any entrepreneur having a consumer approach to

understand their needs, desires and provides motivation to understand the

reason for consumers going online to analyze products and services.

The book also highlights the methods with which people use the search

engines and how these methods have evolved since the past few years and at

the same time sheds light on how the web has transformed itself into a

consumer generated content database. As such, it‘s about what users are

looking out for and the content they share and not about how the company

wants to spread it. Consumers hear something about a brand, a person, and a

campaign and instantly go online and search for information. However the

initial initiator to online search is an efficient offline marketing i.e. PR or

customer service, TV commercials, print ads to name a few. Therefore, a

business that thrives to understand and learn, to connect with its

consumers both offline and online, is the one that will succeed in future.

THE MARKSMAN 36

SquAreheaD

37 DECEMBER 2012

BUZZ

THE CROSSWORD

THE CLUES

ACROSS

DOWN

1. Mc Vities 2. ABGShipyard 3. Wipro 4.Coca Cola 5. SalmanKhan 6. Glaxo 7. Sunflower 8. UBGroup 9. GlucoCola

2. Which bank opened 12 branches in 12 districts of 12 states at 12.12 pm on 12.12.12 ? 4. Which soft drink brand started life as “ideal brain tonic” for headaches and exhaustion, sold exclusively in pharmacies ? 6. Parle G is the world’s largest selling biscuit by volume. In 1929, it was launched as a substitute for an imported brand. Name it. 8. Which Indian business group had planned to launch SHILTON chain of hotels and later abandoned it ?

1. Which brand came up with the original digestive biscuit ? 3. Which Indian company has acquired an FMCG company in Singapore for over $144 Million ? 5. Who is the new face of Revital after Yuvraj Singh ? 7. One of the early brands of Wipro has been sold to Cargill India. Name the brand. 9. The first cola brand from Parle was not Thums Up. What was the name of the first cola launched by them in 1949 ?

THE MARKSMAN 38

CALL FOR ARTICLES January 2013

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

1. Tata Group after Ratan Tata 2. Discounts frenzy on 12.12.12 : Marketers looking

beyond traditional fests? 3. Brand Tendulkar : Will it sustain post his retirement?

1. One article can have only one author. 2. Your article should be from 500-600 words and

MUST be replete with relevant pictures that can be used to enhance your article.

3. Send in your articles in .doc/.docxformat with font size 11 (Arial) to: interface.newsletter@gmail.com

4. Subject Line: Your Name_InstituteName_CourseYear.

5. Kindly name your file as: Your Name_Topic

39 DECEMBER 2012

To subscribe to "The Marksman", Follow the link:-http://interfacesimsr.weebly.com/the-marksman.html

OR drop in a mail/contact us at : interface.newsletter@gmail.com Subject line: Subscribe: Your Name_Institute Name_Course Year

COVER STORY Roma Sehgal

SPECIAL STORY Vivek Misra

It’s all about AD-itude Smriti Sudish

SquAreheaD Tavishi Agrawal

Brand MARK ive Smriti Sudish

BOOKWORM Nitya Kumar

TWEETS Richa Garg

BUZZ Nishant Singla

PROMOTIONS Meeta Khatri

Mandar Dongre

Hall-MARK Campaigns

Divya Damera

PROOF READ Priyam Prasad

REWIND Meeta Khatri

Vibhav Shukla Tavishi Agrawal

DESIGNING Richa Garg

Nishant Singla

TETE-a-TETE Nitya Kumar

THE TEAM

Website: http://interfacesimsr.weebly.com

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THE MARKSMAN 40