MARKSMANThe

K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 3| ISSUE VIII| MARCH‘13

COVER STORY

SPECIAL STORY

The

Dettol vs. Vim : The Return of Ad

Wars

You tube now entices Indian

Marketers

Will themed malls work in a country

like India?

Page 12

Page 08

Page 18 Page 20 Page 16

We are back with yet another offering from the world of marketing to

overwhelm you with a deluge of marketing trivia and gyaan.

In our cover story ‘Affinity Marketing’ we have explained the term affinity as

marketers would use it. Affinity Marketing is target marketing process

which is carried out by linking complementary brands so that both the

products/services capture sizable market share. The special story ‘The Twitter

Saga’ are the chronicles of Twitter’s journey in India that entails how all the

brands/companies have turned towards it, to gain a competitive advantage

and a share of the consumer’s permanent memory space.

Our regular sections Brand-MARKIVE, AD-itude, Tweets, Buzz, Hall-MARK

Campaign and Bookworm will satiate your need for a 360 degree perspective

on marketing. In our call for articles our readers have sent in some

interesting readings on ‘YouTube entices Indian Marketers’, ‘Themed Malls in

India’ and ‘Dettol Vs Vim- Return of ad wars’ which dish out their perspective

on the recent happenings in the marketing world.

Read articles written by our very own readers! We would like to

congratulate the winners of our article writing competition Shivani

Agrawal, Glorin Sebastian and Ankit Bhardwaj.

We are sure the menu card looks quite interesting to try out the servings. So

go on binge on the 3 course marketing meal while we don on our aprons to

come up with new recipes for you to try out in your marketing hands-on

during your internship.

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

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

marketing news and stories. Till then keep feeding the marketing worm and all

the best for your internship.

Cheers !!

Team – Marksman

The Interface –The Marketing Club of SIMSR

01 MARCH 2013

EDITOR’S DESK

Dear Readers,

CONTENTS

Dettol Vs Vim- Return of

Ad Wars

YouTube entices Indian

Marketers

Themed Malls in India

BOOKWORMIt’s all about

AD-itude

Brand-

MARKIVE

BUZZ TWEETS

SquAreHeaDHall-MARK

Campaigns

AFFINITY

MARKETING

THE TWITTER SAGA

THE MARKSMAN 02

06 23

24 03

07 05 22

18

20

16

12

08

JWT INDIA AND FORD MOTORS FINDTHEMSELVES INTHE BOOT!

It’s not often that the big daddy’s of this mad ad world make mistakes. But a mistake like this

one could surely cost JWT India something more than just money. Three controversial ads,

created by JWT for Ford motors were posted online without their consent. One of the ads

showed a caricature of reality stars the Kardashians, tied up in the boot of a Ford Figo being

driven by Paris Hilton, and another featured Formula 1 driver Michael Schumacher apparently

kidnapping another racing driver. All the three ads received a lot of criticisms’ from the

viewers, especially the one with the ladies tied up in the boot, following the recent violence

against women in India. The ads were taken off immediately; however, the damage had already

been done. Both the company and the agency received a lot of flak for this. The senior

executives at the agency said that these ads were never meant to be created let alone

released. It was the result of individuals acting without proper oversight. Well, looks like JWT

needs to be a little more careful the next time over!

TWEETS

SHAHRUKH’S FROOTI CRAVING!

Frooti has always been in the forefront when it comes to brilliant ad concepts and catchy

jingles. The latest stint by Frooti was to rope in Sharukh Khan and get him completely lost in

the taste and flavour of Frooti. The latest ad campaign of Frooti shows Sharukh Khan as the

coach of a football team on a hot sweaty summer day. Sharukh is seen drinking the Frooti and

he gets so lost in it that he completely forgets the boys(kids) around him. The 'kids' in the film

are actually adults who, spellbound by their desire to drink Frooti, stare at Khan as a group of

enthralled children would. The ad tries to potray how even adults can have cravings and get

carried away by the smallest of joys in life. The ad campaign was first released on twitter and

was an instant hit not only among the SRK fans but amongst most of the viewers. It was then

released on television and has been receiving sure reviews since. Looks like Frooti doesn't need

to go the aamstura way!

03 MARCH 2013

A brilliant initiative was taken up by the Mumbai Police and Ogilvy Mumbai with a

public service campaign that tackles the sensitive issue of violence against women

occurring recently in India. With the Mumbai police facing a lot of issues and

having fingers pointed at them for every second rape or murder case happening in

the city, Mumbai Police came up with a campaign that attempts to restore the faith

that has been lost in the policemen .The campaign aims at teaching the people of

the city how to behave and respect the women around them. The campaign which

has five films tackles the issue of harassment and abuse that women tolerate

because they might be afraid of the consequences. The campaign addresses the

women directly assuring them that their complaints will be taken seriously and

resolved. The ads also show the several helpline numbers where women can call

in case of any emergency situations. Hats Off to the Mumbai Police for taking this

step to make this city a safer place to live in!

HOW TO RESPECT THE WOMEN OF MUMBAI CITY!

Starring: The Mumbai Police

TWEETS

THE MARKSMAN 04

Brand MARK ive

Evolution of brand

“Titan”This is the era where different brands of watches are redefining time in their own stylish

ways. For customers owning a particular brand of watch is like making a statement.

TITAN is the leader of Indian watch industry today and its evolution in style and design

choices is exemplary.

At the time when the brand HMT ruled India years ago in 1970, people had

very few choices for watches and they were used only for functional purposes. Later

TITAN came in existence offering world-class designs. The brand equity of Titan

skyrocketed and they even moved into the jewellery and eye-care category. Their usage

of sophisticated technologies and commitment to excellence help them deliver best

products in the category.

Titan watches were launched leveraging TATA brand’s

reputation which helped them gain the trust factor.

With an offering of around 150 different models of

watches TATA gave customers what they really wanted,

advanced technology. Also it was very important for

the brand to have sustainable design choices and styles

to cope in international market which is followed by

Titan.

Titan not only offered variety in their products but

they also developed strong distribution networks.

Starting their own outlets and franchisees paved a new

way of retailing watches. In addition to this the quality

of customer service, coaxed customers to switch from

international to Indian brand. Classique, Spectra,

Fastrack and Exacta were the four brands offered by

TITAN with careful segmentation.

Titan is one of the most valued brands in the consumer durables category. The

communication strategies used by Titan connect customers to the brand. Current brand

ambassador is Bollywood actor Aamir Khan and campaigns around him are smartly

developed. From consumer durables category Titan moved to fashion space i.e. jewellery

and eye-care. People believe that there is many more to come considering that this

achievement is done in only in two decades

05 MARCH 2013

Hall-MARK Campaigns

Kotak Mahindra Campaign

“Kotak Mahindra” recently launched its campaign where in users can have an

account co-authored with their brand mascot Subbu. Users can share their

comments, tips on Facebook and Twitter. Vinay Pathak who is known for his comic

timing portrays the prudent Subbu in this campaign. At the base of this campaign is

the 6% interest rates on savings that Kotak Mahindra proposes where as other

banks have it as only 4%. This happened after RBI deregulated the saving account

interest rates. Kotak wanted to emphasize this through promotional campaign.

You first like their Facebook page and then you are greeted by the ‘Save with

Subbu’ app on the home page. There you can share your tips, you also can view

various other tips shared by other people along with their credentials. You can

comment or reply to these tips and sort them too on the basis of most-recent and

most-liked. The “My account” tab on the top of fb page helps you manage your tips.

Your tips will get added only after approval. Once you get 10 saving tips Subbu will

look into your entries and find out the best of them. If he likes any of your entries,

that entry gets a t-shirt and might also feature in Smart-saving books. This campaign

helps Kotak Mahindra imbibe the importance of savings account and highlights the

importance of banking with Kotak. The twitter page for this campaign is not as

active as the fb page as there is no sort of compulsion to follow their twitter

handle but again it is the brand’s own call. With this latest “Save with Subbu”

campaign the bank has been successful in increasing user participation. Also giving

rewards to the best tip and excellent user experience on social media has helped

the bank to keep users enticed to them.

THE MARKSMAN 06

Its all about AD-itude!

A father is manoeuvring through the rough terrains of a village lane on his hands

to finally reach a temple. The purpose- to thank the almighty that his child

turned 5. Strange, isn’t it? A child turning 5 would not mean a great deal to many

of us but every year 2 million children under the age of 5 fall prey to infections

like diarrhoea and pneumonia. This poignant picture of a village called Thesgora

is the new TVC by Lifebuoy, who has adopted the village to spread the message

of hygiene. Thesgora has one of the highest rates of diarrhoea in the country.

The campaign titled ‘Help a child reach 5’ has struck a chord with the viewers

and showcased Lifebuoy’s step towards corporate social responsibility. The ad

hit 1.4 million views in just 3 weeks on Youtube.That’s what I call marketing with

a social flavour!!!!!

Seems like a lot of brands are on a spree to demonstrate their softer side

through corporate social responsibility. Bacardi has experimented with a fun and

interactive digital and on ground campaign. At a pub in Delhi, patrons were

asked to test whether they were ‘drive ready’ by walking on a yellow line belted

by lasers. If they blew the siren by falling off, they were proffered with a

chauffeur to drive them back. Bacardi provided approximately 85 chauffeurs to

the sloshed!!!! The activation was extended into an app which also tested

people’s readiness to take the wheel. Bacardi tied up with cab providers like

Meru and Ola Cabs to render a cab through the app. This campaign called ‘walk

the line’ champions responsible drinking without being too preachy. The brand

has plans to ratify the activation in all major cities in the coming year. Bacardi

sure knows to blend a piquant cocktail of marketing and social responsibility.

MEDIA: OOH

CLIENT: BACARDI

AGENCY: WEBCHUTNEY

MEDIA: TVC

CLIENT: LIFEBUOY

CREATIVE AGENCY: LOWE LINTAS

07 MARCH 2013

THE IDEA

Affinity marketing is a marketing methodology that utilizes the available

complements (preferably) to bolster sales of a service or product. This statement

clearly indicates that this is not a marketing technique that we are unaware about.

The name is suggestive and there is no red herring in it to make us try and think

out of the box. The concept works is fairly simple. You pair up 2

complements/brands and then market them together. It is a symbiotic relationship

that helps promote both the products with the promotional effort of one.

COVER

STORY

Affinity Marketing is a niche concept. But as

business intelligence suggests collaborative

partnerships are gaining importance; it is

gradually evolving into a norm. However it is

certain that the concept is not the result of the

current economic boom that we see today at

the global level. This is a method of marketing

that initially evolved as a contingency- a

preventive measure- to revive an industry

whose sales started to dip precariously.

THE HISTORY

Pick up your Shoppers’ Stop Citibank credit card and you have an affinity marketing

product right there in your hands. Credit card collaborations have been hugely

successful and it comes as no surprise that it were the credit card companies in the

1970s which came up with the successful use of the idea in the first place. Given

the simplicity of the concept, it is quite possible that companies earlier would have

clubbed products and marketed them in single offering. However, the instances are

few, almost negligible. Well they certainly popularized the idea considerably. Card

sales were plummeting and these companies needed to put a fresh spin on sales

cycle.

THE MARKSMAN 08

Why? For one, the world economy was not as robust in

the first half of 20th century as it is today. Fewer

companies and competitors existed. To think of working in

collaboration with another company/product was

unthinkable.

So they collaborated with other companies to extricate

themselves from their plight. In the process they

popularized the idea of affinity marketing and hence the

credit of bringing the idea to light goes to them.

HOW IT WORKS?

One of the best examples of the success of Affinity marketing hails

from the technology sector. The case of Intel marketing itself

along with other popular computer brands has become legendary.

As a result, the chipmaker has today become synonymous with fast

computing and reliable microchip technology.

However the situation was different in 1991, when Intel was struggling to keep its profit

margins. Denis Carter initiated ‘Intel Inside’ campaign to boost the popularity of Intel

brand. The company tried to collaborate with IBM initially. But after the computer maker

refused, it went with the newly formed Compaq. The Compaq computers started

printing “Intel Inside” logo along with Compaq logo. The brand familiarity increased

and consumers started expecting branded PCs to have Intel chips.

As a result, other computer companies which used Intel chips also became a part of the

campaign. Intel managed to thwart the competition then and also managed to beat the

threat of the emerging Cloud technology. It drove consumers towards powerful

computing too. The Harvard Business Review case on the campaign has become a classic

B-School case today. Its success can be measured from the fact that even 2 decades after

the initial launch, the campaign is still effective. In 2012, Intel logo appeared on the back

of newly launched smart phones in India, UK and Russia.

COVER STORY

Surprisingly, the idea has been around for a very long time now and yet, not many

businesses used it to leverage their sales and increase revenues till the turn of the

century. Before we dive headlong into it, let us circle the concept like a proverbial

eagle taking stock of its potential target. Only in this case we intend to get a bird’s eye

view of the whole idea and occasionally swoop down to analyze the details in depth.

09 MARCH 2013

Why this affinity marketing campaign has worked is because it was realized earlier on

that the market was evolving and companies would have to switch to a “pull” strategy

rather than a “push” one. Hence it would not be the design team but the marketing

team that would call the shots. In case of Intel, its customers (PC companies) knew the

brand well. However competitors like AMD had emerged and hence alternatives were

available for PC manufacturers. This directly affected Intel sales. Denis Carter realized

that key decisions would be driven by consumer feedback and hence it was important

to make them aware of the Intel brand.The rest-as they say-is history!

COVER STORY

However despite the late entry in 2012, it

is using its 2 decade-old campaign to bring

the familiarity of the brand to the phone.

The mobile companies are also facing

tough competition and hence they also

stand to benefit from the Intel brand.

In today’s business scenario, the conventional stand-

alone marketing campaigns have become cliché. There

are way too many players in the picture (Need we

remind you of the number of Insurance companies in

India?). Therefore collaboration becomes important.

This makes Affinity marketing all the more important.

COLLABORATION VS. COMPETITION

It must be pointed out that Intel might be

a stalwart in the PC industry but did not

venture into the mobile technology earlier.

Two organizations working together to boost their sales ride on the popularity wave

of one another. As any surfer knows, two big waves come together to form a bigger,

more potent wave. The effect of Affinity marketing is the same. Hence it does not

come as a surprise if we see a lot of lesser known brands being marketed with

popular ones in the near future. This is quite evident in case of insurance companies

venturing into the Indian market. The country has a huge market opportunity.

However there are a few well established Indian companies. Hence the likes of Tata

AIG, IFFCO Tokio, Birla Sunlife etc. have collaborated to find foothold in the country.

THE MARKSMAN 10

The choice of complements and the marketing campaign

both hold immense importance. A hugely successful

campaign involved pitching the Gillette M3 shaver with

Duracell batteries. The shaver runs on batteries and hence

the parent company (P&G) decided to market them

together. Both brands are powerful and hence worked well

together. The move became one of the highly regarded

marketing campaigns in FMCG sector.

COVER STORY

THE DOWNSIDE

We have seen credit card companies exhaust the idea of affinity marketing. In fact a

new credit card bearing the name and logo of any new company does not interest us at

all. We have credit cards from various banks which have been branded along with TV

Channels(MTV), petroleum products(BP, Indian Oil), retail shopping( Shoppers’ Stop)

etc. However the collaboration has become ineffective.

If one runs through the history of Affinity

Marketing, the same tactic revived the credit

card sales in the 1970s and then died down.

Then it resurfaced in 1990s and got exhausted

within a decade. We see this well played out in

India as well.

The possibility of this tactic being successful in future is slim because the process has

apparently lost its charm in the credit card field. To boost sales, now credit card

companies have turned to a different tool altogether- Analytics. In future where affinity

marketing will become a norm, reviving the credit card collaboration just might not

work. Sadly but truly, the indiscriminate use of affinity marketing by credit card

companies has rendered its effect null and void.

If the choice of complements or strategy is not right, the whole campaign fails. For

example in 2000, Mitsubishi Japan co-branded Pajero Mini with Charles Schultz’

Peanuts characters (to complement Mini’s image apparently. The result, though cute,

came under huge flak and was highly criticized.

IN CONCLUSION

Affinity Marketing is the umbrella concept for cross marketing and co-branding. But it

does not dictate terms on the choice of brands to be marketed with.

11 MARCH 2013

THE TWITTER SAGA

Twitter seems to be the new rage

and the other social media websites

are going to be passé. The social

media website is gaining momentum

and popularity in India slowly and

eventually. We find more and more

people joining twitter these days.

From teenagers to old people,

everybody is on the roll to join

Twitter and why not? It is an

extraordinary platform to connect

directly to the celebs & the

companies/brands. It is not just the

people who are getting on board

with the frenzy but celebs/

companies/ brands too. Celebrities

find it an amazing platform to

connect to their fans and to

promote their work, be it films,

theatre, shows, sports events etc.

The news just reaches a million fans

in a fraction of second of tweeting it.

The companies/ brands also find it an

apt platform to release a product,

spread a word, promote or campaign

for a new product or variant and to

even register complaints. It is an

amazing platform to get in touch

with your consumers and know as

to what they feel about your

product.

It would help to build a relationship

with the customer

and also help improvise the

product to the liking of your

consumers, an effective and

efficient way to develop CRM

(Customer Relationship

Management)

This is exactly what the companies

are targeting these days. Almost

every brand, every company on

twitter are running competitions

on a weekly basis, some on daily

basis. This helps the company get a

lot of promotion and campaigning

and of course the cost involved is

less than the conventional methods

of promotions adopted. It just

needs a dedicated team of

members managing

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THE MARKSMAN 12

their twitter account and

communicating directly with the

consumers.

The viral marketing that is happening

on twitter these days is something

extra ordinary. The product becomes

a “trending” topic in a few minutes

and then there is no looking back.

There could not be a more effective

and efficient way to spread a word to

the consumers that too in a few

minutes and with minimal cost

involved. The give-aways generally

range from something as small as a

movie ticket to something as big as a

smart phone. For the consumer, it is

just spending a few hours into

tweeting and helping the company in a

way to make the product viral and

he/she gets himself/herself a goody-

bag!

What more can a consumer ask for!

Moreover, it is up to the consumers

to follow the brand of their liking, so

that he/she is passionate about

making it viral in turn winning

himself/herself a goody-bag from the

brand.

#Twitter Trends

Star Plus’ “#NachFinale” Contest

Star Plus recently had its

“#NachFinale” contest on twitter. All

that the follower had to do is tweet

as to why he/she would watch the

“Nach Baliye” finale on Saturday i.e.

23.03.2013. The followers sent Star

Plus a barrage of tweets from all over

India. The contest started at around

10 in the morning and ended at 8 in

the night, just when the “Nach Baliye

Finale” happened. Star Plus gave away

around 5 I-phones to the winners.

SPECIAL STORY

13 MARCH 2013

Y_Films’ “#MDKM” (Mere Dad Ki Maruti) Contest:

Yashraj Films launched “#MDKM”

contest just before the launch of the

movie. The winners were gifted with

two tickets for the movie in their city.

For a low budget movie like “Mere

Dad Ki Maruti” this worked well as it

turned out to be a perfect PR

exercise. The movie also succeeded in

achieving free word-of-mouth

publicity on twitter as well as

elsewhere. People responded and

showered good words about the

movie on twitter making the

twitterati realize that it was an

entertainer. The contest worked

perfectly well for the production

house as well as the audience.

The contest resulted in making “#NachFinale” at number one position not just for

Saturday but for the next 3 days. It resulted in an incredible following of Star Plus

and the finale was a grand hit!

Audi’s “#ILoveAudi” Contest

Audi’s “#ILoveAudi” contest is surely the

talk of the town (twitter). The entire

twitterati has gone berserk about the

competition. Audi has targeted the youth

as they see the youth as their

prospective customer. Audi has been

giving out I-phones & I-pads to the

winners of the contest. Ever since Audi

launched the competition, the number of

followers has increased two-fold and

Audi has been “trending” ever since. This

has led to an amazing brand recall and

brand awareness that no amount of

promotion would have done, that too

with such low costs incurred.This surely has been a contest

for Audi with the best ROI.

SPECIAL STORY

THE MARKSMAN 14

There have been a hundred contests

running on twitter recently. The best

part about the contest is that people

respond as the brand is talking to

them directly. Consumers come closer

to what they like the most. It is a win-

win situation for both parties. For the

companies it is a cost effective way of

promotion, they can reach customers

and prospects around the world. It

also helps in target marketing. Twitter

helps you locate people with similar

interests and helps the company

target the potential customers. Twitter

also provides expertise. It can be used

to establish your expertise/core.

competency in the respective field

which in turn helps to build credibility

and this leads to gaining customers

and clients

The principle of immediacy works well

for twitter. It helps you to deliver your

message at any point of time, day or

night without any delays. Currently it

can be termed as the best feedback

mechanism & online reputation

management. Though it is working

extremely well for the brands as well

as for the consumers both benefitting

sufficiently from the contests, time will

tell if it is just a fad or is here to stay!

SPECIAL STORY

15 MARCH 2013

FEATURED ARTICLES

Theme Based Malls

in India

The development of unorganized retailing into an organized one in the form of

shopping malls was a new concept for India until recent years. With the changing

shopping needs and aspirations, consumers are finding it easier to shop at malls

where a wide choice of merchandise is available under one roof which

comprises the reasons for the growth of shopping malls in India. Thus bringing

hundreds of bulk buyers under one roof is fast emerging as a new concept in the

country. It gives a far better ambience removing the hustle and bustle of the

narrow lanes of market.

Malls have changed the way people

used to shop but its time when malls

too change. The emerging concept of

themed based malls also called as

specialty malls has changed the

traditional outlook of the regular ones.

They provide better shopping

experience to their customers. The

themed based mall caters to specific

needs of the people and have specific

target market segment. The success of

these malls is entirely dependent upon

the catchment areas, diversity with the

product category and brands, the

demand of the product/brands in the

city and overall experience in the mall

by the niche segment of customers. In

such kind of malls, the range of goods

plays a critical role in attracting

customers. India is still a nascent

market for this kind of malls. These

malls are now operating in many cities

in India including tier 2 and 3.

Prosperous northern cities like

Jalandhar, Ludhiana, and Patiala are

gaining importance among retailers for

theme based malls catering to niche

customers for automobiles and

jewellery. Some of the theme based

malls existing in India are- Gold

THE MARKSMAN 16

Shivani Agrawal, SIMSR Mumbai

FEATURED ARTICLES

With a rapidly expanding population of

high net worth individuals, India has

become one of the world's five largest

markets for luxury products and this

sector is expected to grow at a rate of

15-20 percent per annum over the next

five years. According to the retailers

association of India these malls will take

up 10% of the total malls in India in

near future.

There is great diversity in the Indian

customer base and developers are

beginning to understand the

particular needs and aspirations of

different market segments. In the

last ten years, there has been a

proliferation of traditional malls

across India but demand is now

creating a focus on niche markets

and the necessity to provide

differentiated shopping experiences.

Success here is not judged by

footfall but by high conversion rates

as they target serious buyers.

Research has also shown that the

conversion rate for customer walk-

ins into sales are as high as 70 to

80% in specialty malls as compared

to 8% to 10% in traditional malls.

The entry of organised players into

retail development and mall

management in India would help

address issues like project

execution and operational efficiency.

The concept of theme-based retailing is

likely to gain more momentum in the

coming years. For India to grow further

in this industry, it will require

investment by both domestic and

foreign players, attracting international

retail investors wanting to enter newer

markets. The ramping up of operations

with big investments by both domestic

and foreign participants in retail is likely

to facilitate greater diversification,

leading to the growth of specialty malls,

thus transforming fundamental shopping

format to unique selling

proposition/concept.

Souk (jewellery malls),Wedding Mall, Electronic Mall,Auto Mall, etc.

17 MARCH 2013

FEATURED ARTICLES

If the fight for children's health drink got

nasty; the new ad war just got nastier.

Partly because kitchen fights have always

ended being foul and vicious. Will

Reckitt Benckiser be able to stand the

power of 100 limes? The British gentle

woman has decided to get her skirt

dirtied with lime stain as she takes over

HUL. Dettol now dominates the 300 Cr

Indian Hand wash market that grows at

40% annually with 53% Market share;

while it’s now vying for the much bigger

dish wash market of 2000 Cr with the

launch of Dettol kitchen.

HUL for its RIN Brand had few years

ago played the same game with P&G

Tide, clearly showing it in the

advertisement and thus sparking an ad

war. HUL has a firm grip over the

market and over the days the duel is

expected to get more interesting and

dirty as well.

Dettol definitely has an image of being

the Videshi Madame; and hence HUL has

all reasons to worry; as VIM is mostly

considered an Indian brand; as not many

know HUL’s roots are European.

It would be hard to win over the trust

of the Indian housewife; for which

Reckitt Benckiser will have to exploit

the main weakness of Indian household

and try to give cost based differentiation;

for that however if they think of

compromising on quality then that could

sound death knells for the product with

India being the second market where it

has been launched apart from Korea.

Both markets are quite different.

The success of Dettol Kitchen in India

would decide its foray more

internationally including the United

States and Europe. Hence the success of

Dettol Kitchen in India is of great

importance to Reckitt Benckiser.

Dettol vs. Vim: Return of Ad Wars

Glorin Sebastian, XIME Banglore

THE MARKSMAN 18

19 MARCH 2013

Reckitt Benckiser can definitely begin by

capitalizing on its 53% market share in

Hand wash market and begin clubbing the

hand wash with Dettol kitchen sachets; so

that the public gets a feel of it. Scheme’s like

get 100 sachets to get a bottle of Dettol

Kitchen could work too. HUL will definitely

retaliate strongly as it’s quite well versed

with ad wars. The strategy used by Reckitt

Benckiser is good as its already got lots of

attention over its new launch.

It is permissible in Indian ads that if it is

supported by facts; you can actually claim

superiority to your competitors products.

Are Reckitt Benckiser facts justified and will

it be able to wash its hands clean of this

kitchen brawl cannot be revised. However

In a market like India; any market space

won is always through a duel or even a fight

with multiple competitors. Reckitt

Benckiser has to stand firm to take over

her British sister in foreign lands with

confidence. And in the long run Dettol has

an edge. How far would HUL’s accusation

that you do not wash your child’s dishes

with a hand wash is taken by the Indian

consumer needs to be seen.

FEATURED ARTICLES

NOW ENTICES INDIAN MARKETERS

FEATURED ARTICLES

YouTube has been an internet

phenomenon and has established itself

as a preferred social networking and an

advertising platform for marketers

around the world which has caught

attention of the Indian marketers, after

watching the success stories of various

enterprises and firms and how they

have been able to launch new products

and bring out offers and promotions on

existing product and services. The

marketers have been able to reach

wide audience with minimal cost and

time. The impact is for everyone to see,

which is a great news for Indian

marketers as they are taking a very

seriously note of this marketing

platform.

The global audience visits to you tube

are nearly 800 million per month,

everyday is like you are advertising in

IPL matches and a single video can

launch a business with potential to

reach wide audience across the globe.

Indian businesses have started to

launch

Ankit Bhardwaj, BITS Pilani

the products, tools and services and thus

it has become a new dimension for

marketers to explore further i.e. how they

can utilize video effectively to market

goods and services, Also it help marketers

to analyze audience reaction to ad-videos

and can get effective feedback almost real

time without actually spending huge time

and money.

Brick and mortar companies in India have

started using this platform recently; the

penetration that they have achieved by

advertising on you-tube’s Ad-words video

services has been remarkable. To attract

businesses of all sizes to Ad-Words

services, YouTube is offering $75 credit to

companies new to YouTube Ad-Words and

$50 million in free advertising to 500,000

companies, By layering Google Ad-Words

capability to YouTube video, YouTube is

helping small businesses get noticed

globally. Google Ad-words for video will

only charge the company when a person

has seen a complete advertisement.

THE MARKSMAN 20

Some of the companies which have taken

advantage of Google’s platform are TVS

motors who launched their phoenix bike

and promoted through videos its unique

quotient. Also Indian production houses

such as “Shemaroo entertainment”

launched their own channel and Ping digital

broadcast and OK Listen launch their music

network on the YouTube. Entertainment,

Automobile, Mobile and gadget industries

have mainly used this platform in India to

reach out wide variety of audience and to

reach all demographics in its entirety.

“YouTube Ambassador program” an

initiative of Google, which is meant to

recognize business owners who are

already using YouTube to grow their

business and it demonstrates the value of

the technology to small business and this

has been a kind of initiative that has

attracted Indian marketers.

Companies can promote their video

through keyword which appears in search

results of YouTube or it can choose to

show advertisement against content its

customers prefers most such as news or

sports.

Companies can begin advertising

immediately with existing videos by

linking Ad -Words for video to a

YouTube account. With Ad-Words for

video, the advertiser can find out the

behavior of viewers and their level of

engagement with its brand during and

after the video also comments section

helps advertisers in getting instant

feedback. Indian companies are willing

to take advantages of such unique

technologies. Viral marketing

phenomenon: which is how Indian

marketers are using Youtube platform

and making songs like “Kolaveri Di”,

“Gangam Style” or “Emptiness”

instant hits. One of the many facets

that attracts Indian marketers to you

tube is that they can measure the

effectiveness of the advertisement

expenditure. It’s been found out that

YouTube video ads drive a 20%

increase in traffic to a company’s

website and a 5% increase in searches

for its business (Report Source:

Google Campaign Insights, 2011). Thus

a 360 view of a single brand is possible

on Youtube. Its journey from a video

viewing and sharing site to a

advertising hub has been exemplary

of Google’s age old strategic methods.

Wonder what will Youtube stream next

?

FEATURED ARTICLES

21 MARCH 2013

When Mark Zuckerberg started facebook, he would have never thought of the

potential and power that a social networking site could create for all the brands

of the world both small and big. Facebook has grown from being just a social

networking website where friends and family interact with each other to a

marketing hub, of which, brands are making full use to communicate with their

target audience.

This book, Successful Facebook Marketing, by the

Author Skellie talks to the brands who have just

started using Facebook as a means to grow and

communicate with the audiences, about how to

stay ahead in the rat race by making facebook the

cornerstone of their social media strategy.

The author gives step by step information right

from creating a brand page on facebook to

promoting and advertising it successfully and

creating a huge and loyal fan base by increasing

the ‘shares’ and ‘likes’ on all the posts made on

facebook.

The book also talks about the various strategies that the Fortune 500

companies use on facebook and spend thousands of dollars on, just to outrun

their competitors. The author being in the web publishing business for the last

10 years, has been teaching people how to get results by just blogging and using

the power of social media. She believes that Facebook is a huge source of not

only potential clients but sales, fans and traffic as well.

BOOK - WORM

So for all those brands who are just stepping into the big bad world of social

media or for even those who have established themselves but want to try a

different approach, this book gives you the complete A to Z of making your

brand visible to your fans and consumers using facebook. It is a great

introduction to the world of facebook. So if you’re planning to make Facebook a

part of your social media initiative, this book is a must read for you!

SUCCESFUL FACEBOOK MARKETING

THE MARKSMAN 22

SquAreheaD

23 MARCH 2013

BUZZ

1. Which brand has the largest number of

followers on Twitter ?

3. Which company is the world’s largest

wholesaler of desktops, laptops, printers

and software ?

6.What is the official name of the Twitter

bird ?

8. Which US bank will infuse capital to

keep afloat SevenHills Hospital?

CLUES 2. Which brand uses the tag line ‘mummygirinahin chalegi’ ?

4. Which network has been labelled by WSJas the ‘ugly duckling of social media’ ?

5. With which International apparel brandwould you associate Amancio Ortega, theworld’s third richest man ?

7. Which brand is behind the Red RickshawRevolution which is a journey from Delhi toMumbai today showcasing positive storiesabout women ?

9. Which company will soon bring out agaming console like Apple iPad namedEyepad ?

1. Youtube2.Tang3. IngramMicro4. LinkedIn5. Zara6. LarryBird7. Vodafone8. JPMorgan9. Sony

DOWN

ACROSS

THE MARKSMAN 24

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COVER STORYVivek Misra

SPECIAL STORYPriyam Prasad

It’s all about AD-itudeRoma Sehgal

SquAreheaDTavishi Agrawal

Brand MARK iveMandar Dongre

BOOKWORMMeeta Khatri

TWEETSMeeta Khatri

BUZZNishant Singla

PROMOTIONSNishant Singla

Roma Sehgal

Hall-MARK Campaigns

Mandar Dongre

PROOF READSmriti Sudish

DESIGNINGDivya Damera

Richa Garg

THE TEAM

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25 MARCH 2013