the marksman - sept 2011

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EDITORS DESKSEPTEMBER 2011

Interface-the Marketing Club of K.J Somaiya Institute of Management Studies and Research

(SIMSR) proudly present to you the September issue of The Marksman. On this occasion, we

would like to thank all our readers for the overwhelming response for the past three editions.

The cover story for the September issue is EVANGELISM MARKETING. The article informs us

about how brands get personality and personalities become brands, and how people become

brand ambassadors just because of their belief and perception about it. It sure is a promising read

for those who wish to devour information beyond text books.

The secondary story, Volkswagen - breaking the clutter will talk about the marketing strategies

adopted by Volkswagen in terms of media and advertising after being a late entrant in the premi-

um segment of an already competitive Indian car market.

We also have articles covering the Re-branding of Hero Moto Corp ,Faith Marketing and Market-

ing of luxury goods. We would also like to congratulate Mr. Akshat Malhotra (SIBM,Pune)

for his article of Faith Marketing being the best entry amongst the many articles that we received.

Our regular section of bookworm, tweets and Buzz will surely appeal to all our readers.

With this issue, we would also like to welcome our Junior Marksman team, who now would take

the baton and ensure the Marksman light shines in the months to come!

Happy Reading!

Cheers!!TeamMarksman

Interface - The Marketing Club of SIMSR

SEPTEMBER 2011 01


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EVANGELISM MARKETING

Some brands enjoy a very strong word of mouth while others dont. The answerto this mystery might lie in what is known as Evangelism Marketing

In an age where small firms struggle tomake it big and big Brands compete to be-come even bigger, winning over the con-sumers mind space and pulling them to themarket place is a game that has charteredvarious dimensions. It is a constant race to

reach out through the TV, print media, ra-dio jingles, outdoor promotions and othersto take control of all the senses of the cus-tomers. But there is more to marketing andpromotion strategies than what meets theeye. What influences customers to choosea particular brand over another? Is it plainadvertising or is someone influencing them?Some brands clearly get much more Wordof Mouth than others. This month, we try

to explain this trend in the light of Evange-lism Marketing.

What is evangelism marketing?

Evangelism Marketing can be thought of asan advanced form of Word Of Mouth Mar-keting. Companies are turning the tablesaround and are now working on developingcustomers who believe so strongly in the

product or service that they freely try toconvince others to buy and use it. Hence,the customers become voluntary support-ers, actively spreading the word on behalfof the company.Unlike in Affiliate Marketing, where compa-nies provide incentives in the form of mon-ey or products to its endorsers, evangelistcustomers spread their word and try toattract new customers out of pure belief in

the product or service, simply to providebenefit to others. As evangelists are notpaid to promote the brand, their beliefs areperceived by others as trustworthy andcredible.The word Evangelism means bringing good

news. It is a term associated with Christi-anity and refers to a practice of spreadinginformation about a particular set of beliefsto others in order to make them believe inthese set of beliefs. Hence, the marketingterm rightly draws from the religious sense,as consumers are literally driven by theirbeliefs in a particular product or service,which they preach to others in order toconvert them.

Guy Kawasaki, the former chief evangelistofApple Computer, is considered to be theFather of Evangelism Marketing. He be-

lieves that people become evangelists simp-ly to make the world a better place. Kawa-saki is recognized as being one of the first

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to use evangelistic methods to promote abrand through a blog, a concept whichspread like wild fire in the marketing com-

munity.

Creating Customer Evangelists

"Creating Customer Evangelists", a book by

Ben McConnell and Jackie Huba, explainshow companies like IBM, Krispy KremeDoughnuts, The Dallas Mavericks, South-west Airlines and many others have suc-cessfully built their customer base with thehelp of targeted marketing programs involv-ing their biggest fans. These programs haveproduced hosts of unofficial salespersonswho proved to be an inexpensive and pow-erful marketing force. The book outlinesthe framework for developing evangelismmarketing strategies in six simple steps-1. Continuously gather customer feedback.2. Freely share your knowledge.3. Create effective word-of-mouth net-works.4. Encourage communities of customers tomeet and share.5. Devise specialized, smaller offerings to

get customers to bite.Focus on making the world, or your indus-

try, better.

A complaint from a customer is a god

sent gift!

Now as intriguing as it sounds at first, thefact is that these Customer Care serviceshelp convert already loyal customers intoinfluential and enthusiastic evangelists.Customer Experience Research firm TARPfound that customers who complain andare satisfied are up to 8% more loyal to the

company than those who had no problemat all.

When customers become truly thrilledabout their experience with a product orservice, they become candid "evangelists"for the company. This group of satisfied

believers can be converted into a power-

ful marketing force to become a growing

influence on customers.

Facebook Facebook

Facebook is increasingly becoming an inevi-table tool for marketers. Reasons: Creatinga Facebook page is free of cost, very easyand creates an instantaneous pathway toevangelists.You may not realise this, but every time

you hit the like button on a Facebook page,you become an Evangelist. When you in-teract with other fans on a fan page onFacebook, that interaction is sent throughyour news feed, which goes to all yourfriends, thus urging them to see what thepage is all about.A fan page surfaces questions, problems orissues that people are facing and can create

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an immediate fix-it list. It gives the company

a feel of what resonates with fans by thenumber of comments and "likes" peoplegive on each post. Thus, a Facebook fanpage can be a strong indicator of how wella brand is doing.

Apple took the first bite

The Evangelism Marketing movement start-ed at Apple Computers in the 1980s, withthe launch of the original Macintosh. It wasGuy Kawasaki, Chief Evangelist, who helpedpopularize the idea of a company evangelistby uniting the developer community towrite software specifically for the Mac.The primary function of an evangelist in theearly days of the Mac was to convince soft-

ware developers to write software for the

Macintosh. This gave rise to what is nowcalled Software Evangelism. Apple for-

merly had a "Why Mac?" evangelist site.

Then the company ran Get a Mac,whichgave PC users numerous reasons to switchto Macs. Several third-parties still host and

maintain Apple evangelism websites.

Whats your Starbucks Idea?

Starbucks Corporation, the world re-nowned Coffee company, opened its doorsto its loyal customers in 2008 by starting an

online community for them in 2008 called

My Starbucks Idea. This website was de-signed to invite suggestions for products orservices and feedback from customers.During its first year, My Starbucks Idea

generated over 70,000 ideas through thewebsite and close to 50-60 changes wereincorporated based on customer sugges-

tions.

HOGS!

Harley Davidson has been into EvangelisticMarketing for a long time now. Harley

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Owners Groups(HOGS), an initiative byHarley Davidson is a common platform forHarley fanatics to interact with each other.This organization organizes local and inter-national events like road trips, biking chal-lenges, concerts, etc. for Harley lovers

around the year. It is a great place to findpeople who share love for Harley Da-vidson bikes and it has grown into a dynam-ic community for biking enthusiasts.

Lady Gaga!

Shes just 25 and with 2 Grammys, more

than 8 million albums sold worldwide, anarmy of diehard fans, she has the wholeworld singing to her tunes. Lady Gaga canbe cited as a shining example of PersonalEvangelism Marketing.She doesnt like the word fans so she

calls them her Little Monsters. By giving

her fans a formal name, they can freely re-late to each other and feel like they are apart of an exclusive social group. Shedoesnt like professional photographers tak-

ing her photos but its ok when her fans

take her photo.In her concerts, she recites the Manifesto

of the Little Monsters, dedicating all her

success to her fans. The official little mon-ster greeting is the outstretched MonsterClaw Hand. You would even find fansshowing each other the Monster Claw out

on the street. Quite the brand recall dont

you think?Whether its her performance art style

stage shows or her bizarre outfits, Lady

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Gaga has created mass hysteria across theglobe. With millions of followers on Twit-ter and Facebook hooked on to every ac-

tion of hers, its only fair to say that notonly is Lady Gaga an outstanding artist, butis also a great Marketing Mind!

Evangelism Marketing in India

While we see Evangelism Marketing pre-sent in a big way in the countries of thewest, the concept of evangelists is still in its

nascent stage in India. Digital evangelistsare now fast becoming the means forbrands to connect with consumers and cre-ate a positive buzz around brands and newproduct launches in India. Karthik Shriniva-san, Mahendra Palsule, Gautam Ghosh,

Jairaj P- these are people who feature inthe list of Indias 100 Most Influential Peo-

ple on the Web.

Interestingly, almost 50 of these top 100are virtually unknown names who havemade a big impact on the Virtual World.Big brands in India today realize that theseinfluencers on the web can make a big dif-ference when it comes to selling theirproducts and services. Aditya Swamy,Channel Head, MTV India in an interviewsaid By giving early adopters a special ex-

perience, they seamlessly become brandambassadors.

When we launched Coke Studio, welooked for hardcore music fans who wereactive in social media to come and experi-ence a recording first hand. MTV Roadieshas become a cult today. Getting to seecontent before it goes on air is very specialexperience for these fans.

Evangelism Marketing can be particularlybeneficial for small businesses and start-upfirms. For instance, Yolkshire, a small busi-

ness in Pune witnessed a 20% hike in salesafter it was promoted on influential blogs.

Brands like Nokia, Reckitt Benckiser, MTV,etc approach digital agencies like PrinstormIndia and Bloggers Mind to find bloggersand tweeters who are the right fit for theirbrands.

The agencies then approach them to pre-view and evaluate the brands and create abuzz about them. In turn, they are providedwith incentives that range from providingexclusive content and first hand reviews, tofreebies and pay checks. They actively askbloggers for feedback and use their net-works to reach out to a larger community.

Reckitt Benckiser used popular gadget and

gaming bloggers to tweet and blog abouttheir new game Urban Thrill. The company

created the game so that it could connect

with the youth. The incentive to play was

that winners would get a ticket to a desti-

nation of their choice. By engaging the gam-

ers through blogs and twitter, the game in-

creased its online players four folds in just

two weeks, thus creating more awareness

and buzz around the brand.

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flksvan - The Peoples Car

Volkswagens marketing team focuses on

its key brand pillars- innovation, to make a

strong impact throughout the roll-out in

India. Innovation was showcased not only in

Volkswagens product introductions, butalso in its communications and advertising.

Road block in newspaper-When it first started in India in November

2009, it combined its campaign with Times

of India to bring out a successful roadblock

that blocked out other ads and filled up the

entire paper with its own ads, wholly orpartly in thirteen of the twenty two pages

of the newspaper. This roadblock did grab a

lot of attention and created awareness for

the brand.

VW Polo- Hole in newspaperThe Times of India had a car-sized hole in

its special edition, courtesy the Volkswagen

marketing team who drove their New

Volkswagen Polo through the eight pages.

The hole, when aligned with the main edi-

tion showed the Polo car.

The advertisement did stand out, and must

have caught the attention of every reader.

One doesnt know if Polo, the company

that makes the popular mint candy called

Polo- a mint with a hole, was happy with

the innovation. But after this, one can ex-pect advertisers to drill holes in other

newspapers too.

Worlds First Talking newspaperThe advertisement was carried in some 2.2

million copies and a small talking device

was attached to it. The talking newspaper

ad created a sensation in India, and gar-nered worldwide attention for taking print

advertising to a new level.

But other than the initial shock of having to

hear from your paper the novelty wore

off quicklyas there wasnt much detail to

the voice message, other than usual mar-

keting information.

Volkswagen-Breaking the clutter

Redefines innovation, grabs maximum eyeballs, the most talked

about!! Message innovation or just another media innovation?

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Till date it is one of the most discussed and

blogged topics and the most searched sub-

ject amongst the online community. So it

wasn't just the ad that did the talking butgot its readers talking about it too!

Volkswagen (Toy car on logo) Bill-

boardThe Billboard had a VW logo and a small

model of a Jetta which navigates through

the logo and traces the path cut out inside

the VW. This hoarding was an honest ef-fort at doing something innovative and

catching the attention of potential custom-

ers.

Better if paid attention to details!!

The company is trying to promote the

brand more than the car itself as it can be

seen in the picture the model car of Jettawas hard to notice. The model car moves

so slowly that it takes some time for you to

figure out if it is moving or stationery.

How it could have been better?!

If their primary objective was to familiarize

people with the logo of the brand, they

might have just fared better by displaying

only the logo and done without the car in

motion or they could have made the car

glow in the dark or used a bigger model to

make Jetta noticeable.

Volkswagen Jetta- paint it SilverWith the launch of the new Volkswagen

Jetta, Volkswagen came up with an adver-

tisement printed on silver sheet that ac-

companied TOI.

The jacket connotes the USPs of the all-

new Jetta. Silver is VW communication col-or , thicker cover represents the quality of

the car, and glitzy looks stands for the all

new design of the new Jetta.

On a Downside: The excitement created

by the media and the information provided

by VW about Jetta is not that exciting.

Glitzy silver printing diminished the appeal

of the car itself. Silver foil printing is new

but the link between that and Jetta doesnot get established to a layman.

#anything4jetta- This campaign has

taken Twitter by Storm

Grey Digital has designed a social media

campaign, wherein users need to post a

wacky tweet on what they would do to win

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the all-new Jetta. There are multiple ways

to participate, including mobile (texting or

recording a message), posting one-liners,

pictures and hilarious videos. The more ac-tive the involvement, the better are the

chances of winning.

Volkswagens proposition for the all-new

Jetta was simple- that one can do anything

to drive VW. VW decided to test their

proposition with a simple question: Would

you do #anything4jetta?

GOOD Number Score- Over the first

three days, the campaign recorded 54,000

Tweets. Peak activity was as high as 2,900

tweets an hour, and the website received

100,000+ views in three days. The

@volkswagenindia account also netted an

incremental 4,000 followers, fostering a

community for future activities.

Das Auto- The CarThrough such campaigns VW clearly sends

out a message that it is not ready to com-

promise when it comes to innovation, be it

in its products or its advertising. Even its

simple tagline evokes attention bringing

both things to the front, one; that they are

a superior German engineering companyand two; that they have full confidence in

their product lines when they say it is THE

car and not A car!

Volkswagen Gallery

POLO

JETTA

BEETLE

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What you all associate with Tommy Hilfiger,Nakshatra, Armani, Nike, Titan, Levis, Wran-

gler, Bausch and Lomb, Adidas, Ralph Lauren,Marks Spencer, Prada and Christian Dior!

Luxury hasnever been

someth ingeasy to de-fine, yet thism y s t e r yconcept issometh inghighly de-sired by one

and all alike. Luxury goods give the ownerthe psychological benefits of esteem, pres-

tige and status.

MARKET INSIGHTSLuxury good market in India is one of themost diverse and challenging market. Thesize of the luxury market in India is around$7.5 billion in 2009 & it is estimated toreach $30 billion by 2015. In India there is agreat untapped opportunity for luxury busi-ness. Five out of ten wealthiest person ofthe world are from India. 1.7 million Indi-ans qualifies as rich. Subdivision as (superrich, sheer rich, clear rich and near rich).These rich people can be well targeted bybrands. India is still a virgin market for lux-ury goods. Companies like Swatch,Montblanc and Chanel are only ones repre-sented in limited way.Source : www.cpp- l uxury . com ,www.siliconindia.com

Why do I need to know how the watch market is doing? Imin the business of luxury, Patrick Heiniger, Ex-CEO Rolex

MARKETING OF LUXURY GOODS

LUXURY PRODUCT MARKET

Source: A.T Kearney Research Report

HOW TO MARKET LUXURYGOODS?

The 3 important features of a luxury brandare:

1. The brand itself2. The reputation of the product or ser-

vice provider3. Price-value relationship of the luxury

brand

And they have great story to tellClearly marketing of luxury brand is morethan selling a product. When you buy abranded bag or branded watch the purposeis not that you need bag that can be servedby a normal bag or that you need to knowtime. So beyond the function there is

something else. You need to have sense of

SEPTEMBER 2011 11

FEATURED ARTICLE

- Divya Bhatia,Welingkar Mumbai
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superiority. Real attraction has been to beassociated with something authentic andgenuine.

Source: Experiential luxury reportUnity marketing, 2008

Source: A.T Kearney Research Report

LUXURY CONSUMERX-fluent(extremely fluent)

Spend the most on luxuryand are most highly invest-ed in luxury living

Butter-flies

The most highly evolvedluxury consumers. Theysearch for meaning andnew experiences and have

the least materialistic orien-tation

Luxurycocoon-ers

Are focused on health andhome. They spend most oftheir luxury budgets onhome-related purchases

Aspirers Those luxury consumerswho have not yet achievedthe level of luxury to whichthey aspire

Temper-ate Prag-matist

A newly emerged luxuryconsumer who is not allthat involved in the luxurylifestyle

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CHANGING TRENDS:

E-MARKETING

Initially Luxury brands had very less onlinepresence. There can be reason for veryless online presence as luxury brands areinvesting very much on their stores; theywant to give physical surrounding and per-sonal attention of luxury to customer. For

them luxury is not only in theirproducts but also in their stores.But now trends are changing,

luxury brands along with exclu-sive stores are also benefittingby use of internet marketing. Wider audi-ence, easy access,Convenience, time saving, research and ad-vertising are some of the benefits of E-marketing.

www.luxurionworld.com , Indias first

portal to cater the needs of consumer of

luxury brands. Act as two way communica-tion between brands and consumer.

AD WORLD

Luxury brands are focusing on their exclu-

sive customer. The message of their adver-tisements is pretty clear.If you need to ask how much our stuffcosts, you can't afford it. Most of print adof jewelry featured a close-up of a heftygem and read the straightforward text, butthere wont be mention of price.

Brands are coming with slogans like:

RAY BAN: GENUINE SINCE 1937TITAN: BE MORE

ASMI: FOR THE WOMEN OF SPIRIT

SANGINI DIAMONDS: HEERA HAI SADAKE LIYE

All these slogans show that brands are fo-cusing on authenticity rather than price.

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GENDER BIAS

Initially all luxury brands were quite famousamong females. But now brands are alsolooking towards male consumer. Itemssuch as cufflinks, belts, wallets, luxurywines, champagnes and cigars are now onthe wish-lists of many Indian men seekingluxury brands.

COUNTERFEITS

Do they affect the brand? They have both

the positive and negative effects on thebrand. I think they dont damage a luxurybrand much in a negative way. No one gofor counterfeits if they have ability to buythe original one. A person purchases thebrand not because of the product but forexperience.But you see people carrying fake producton the streets, this may affect the brand!This is not the case. Counterfeit might

allow us to offset non exclusive image ofthe brand. But counterfeits are verystrongly used to measure market de-mand. One of the reasons you know thata luxury brand is healthy, is when it has

attracted a good deal of counterfeits.

RESEARCHThe main question which bothers luxurybrand is: To what degree we ask the cus-

tomer what they want?Brands do not spend much on research.Most of luxury brand are fashion brandsand they believe fashion is not aboutgiving consumer what they want, it isabout changing the things.

But now in changing trends brands doinvolve themselves in simple research focusgroup, surveys, sales data etc.

Clothing, Fra-grances, Premi-

um Footwear,Home Electron-ics, High EndWatches, MobilePhones

Jewelry, Cosmet-

ics, Skincare, Lin-

gerie, Handbags

And Mobile

Phones

By marketing luxury brands at large scale brands are making themselves available to largenumber of people. So the question which arises isMaking luxury goods affordable to large number of people decreases its value?

It was case in the past. In the present global world brands are selling large number of

products. The trick is to get as many sales as possible, but while maintaining a very high

level of quality and also using price to maintain that exclusiveness

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The alarm bell rings exactly at the time youset it up but you still feel a little sluggish.You take a shower, dress up meticulouslyand get ready to head towards the exami-nation center. Of course, today is the D-Day, for which you prepared year long.And you dont want to mess up with any-

thing. You leave homeand suddenly 15minutes down the driveyou recollect that youhave forgotten to wearthe amulet given byyour mom on the ad-vice of that distant auntof yours. Is it wise to goback home or is it get-

ting too late? You figureit out that withoutwearing it; anywaysthere is no chance ofyou excelling into exam.So you rush back tohome as you have nowdecided to take that gi-ant leap of faith thistime.

This is the power exercised by luckycharms, amulets, gemstones and differentyantras laming to bring all the happinessand success of the world to you. And manyof us will even pay a premium price to usethese products. The global market size forspiritual products and services is estimatedto be approximately $100 bn. And most ofit is highly unorganized, especially in the In-

Strategies of marketers selling spirituality and related

products and services

Faith Marketing

dian context. Absence of a market leaderalso signifies it to be a blue ocean unex-plored by many entrepreneurs. India beingconsidered as a land of snake charmers forages has now become an IT superpower,yet the belief and attitude shared by manyIndians regarding spiritual products remainsunshaken.

Many of us will gothat extra mile tobuy these productsas if they are a pana-cea for all of ourproblems. All weneed is some expertopinion and adviceto choose which

product to use andwhen. Branding thisproduct categorycan help in increas-ing the credibility ofthese items. Aninteresting thing isthat you pay a pre-mium price to buy

such products which doesnt gives even a

fraction of guarantee that they will fulfill therequisite you were looking for. Since it isimpossible to tell with absolute certaintyabout whether any such product will serveits purpose, the best way to promote it isusing the recommendation ofopinion leaderssuch as Astrologers, Palmistry and FengShui experts, Taro card readers, Zen andmeditation experts. The advertisements ofthe same can also be placed among vehicles

Source: http://1.imimg.com/data/4/4/MY-977126/religious_10471168_250x250.jpg


-Akshat Malhotra ,SIBM Pune

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of mass media such as newspapers, maga-zines which will eventually help in spreadingthe word-of-mouth publicity among masses.

The typical Indian consumer always yearnsfor value and feels more confident about hispurchase if it satisfies this basic premise. Toincrease the value factor, these productscan be coupled with jewelrywhich guaran-tees some certain monetary returns to thecustomers and also to enhance the aesthet-ic value since the mystical power of theseproducts cant be assured in a quantifiable

manner to the customers. For this purpose,liaisons can be formed with large jewelryhouses such as Gitanjali, Tanishq, DDmas

for below the line promotions.

Since special products coupled with specialfeatures come at a premium price, custom-ers now demand an extended period ofservice as well. Hence, to resolve the post-purchase dissonance if any, a help line is a

must. Added to this, offers such as a freeconsultation with our astrology expert eve-ry three or six months till one year ofpurchase can be clubbed with the prod-

ucts. Not only this, during non-peak hours,similar help line can be used for telemar-keting and providing consultation bycharging a nominal fee from subscribers.How can we forget to formulate an onlinemarketing strategy? An interactive website

can be used so that customers themselvescan browse through vast collection ofproducts available.

Most of these products have a certain ritu-als on how and when to use it using man-tras, shlokas etc. These methods can beprovided on the website as a part of thepackage and as a limited feature for every-one else. Social media and public forums

can be used to increase awareness among

the users and inviting people to interactwith each other on real time basis whereeveryone can share their expert opinion,myths and ideas with each other.

With the proportion of disposable income

increasing among Indians backed by theability and willingness to experiment withthe luxury products, this product categoryis definitely poised to see some action hap-pening in next few years. As according to aPersian saying Go and wake up your luck

rings a bell with many of those who areyearning to raise their bar of success andhappiness filled life. Amen!

Source:http://www.oios.in/Om/astrology.jpg


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After its formal separation from HondaMotors, Hero Group recently undertook amassive rebranding exercise to appropri-ately position their parent brand Hero in

the market and transfer the huge brand eq-uity, loyalty and connect that the brandHero Honda has enjoyed over the past 27

years of its existence, to the new parentbrand Hero Moto Corp.

The 360 degree advertising, leveraging al-most all forms of conventional media plat-forms, ranging from print to electronic toOOH to social media, seem to be primarilyfocused on maintaining the customer con-nect and trust that the brand is known forsince it launched its first product in jointventure with Honda Motors of Japan in

1984.One of the biggest challenges that thegroup faced was to reposition the parentbrand Hero, which was traditionally asso-

ciated with bicycles, as a trusted brand formotorcycles. All three brands, Hero,

Honda and Hero Honda trigger three

different emotions in the mind of the cus-

tomers.

Do you Like it?

Hero Honda Re-branding to Hero Moto Corp:

While Hero has been traditionally linked

with non-motor based conveyance like bi-cycles, brand Honda is widely respected

for its technological sophistication and ex-cellence usually associated with Japanesebrands in motor engine based vehicles. Onthe other hand, Hero Honda stands for

an Indian brand with global quality and ap-

peal in the psyche of its target segment.

The advertising blitzkrieg intended to cre-ate the same kind of psychological associa-tion that Hero Honda created with its cus-tomers. Hero Honda, riding on the back ofDhak Dhak Go campaign, intended to

instill a sense of pride among its Indian tar-get segment for owning an Indian brandwhich directly appealed to peoples heart

due to its superior, world-class engineering

and services. In the nutshell, it representedthe aspiration and confidence of an Indianto take the world by storm and to an-

nounce with pride that we have arrived.

The new series of advertisements, throughits theme Hum Mein Hai hero, endeavors

to create the same connect with the cus-tomers. By highlighting that we all have the

potential to excel and its more about confi-


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- Pratima Rani, IIM Kozhikode


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dence in ones abilities than the abilities

themselves, the advertorials attempt topush the real message, that Hero touches

and is inseparably intertwined with everyIndians life.A completely new and appealing brand logodesigned by London based Logo specialistWolff Olin's was unveiled to mark the newnomenclature of the business enterprise,Hero Moto Corp, reducing its previous

name Hero Group to obsolescence. The

new logo and name underlined its inde-pendent presence and identity in the Mo-torcycle segment, and successfully con-veyed the message that the brand was nolonger confined to bicycles and tricycles,but had shifted its trajectory to the nextlevel of value creation and delivery. It alsoendeavored to allay any fear among its ex-isting and potential buyers that it may notbe able to be as successful in its new, self-

dependent technology avatar.

The series of advertisements, most catchyamong which have been the television com-mercial with an attractive jingle by the cele-brated Indian Music Maestro and Oscar

Winner A. R. Rehman, appropriately sup-ported the message that Hero Moto Corphas matured to the level where it can take

on the world on its own. The 2+-minutes

long commercial beautifully created by acefilm director Anurag Kashyap under the su-pervision of Law and Kenneth Communica-

tions (India) Pvt. Ltd, are based on Indian

characters with strong determination and

spirit indulged in different acts of heroism.

It successfully portrays that Hero MotoCorp has the confidence and expertise, likeresurgent India, to make big on the worldstage. Overall, the new rebranding exerciseseems to have hit the right chord amongthe customers and though it is too early todeclare a verdict, it can be safely said thattill now, it has been largely successful inavoiding dilution of brand equity of the

group and has maintained the customerconnect. And yes, I like it.


FEATURED ARTICLE


20/26

Company: McDonalds

Ad Agency: Leo-Burnett

Ad description :

The moon dazzling in the starry night skyand hands (made of McDonalds frieslol)

raised in a prayer. This is how McDonaldsgreeted everyone Eid Mubarak this year.This ad takes the cake away for sheersimplicity. Open palms and the Eid ka

chaand... these are the only two elementswhich tell the entire story of the ad andcreate an instant emotional connect withmillions across the globe. Its innovative,

effective and just with the use of three col-ors -yellow, black and white, it sends out aclear message: Celebrate Eid with McDon-alds. McDonalds has for many years beenusing such innovative advertising strategiesto capture the minds of the people. This isa brilliant strategy of how well an Interna-tional company connects with its custom-ers on an emotional level by goingGlocal.

Company: Vodafone

Ad agency: Ogilvy &Mather

Ad description:

Storyboard: The ad shows a guy whoseday starts by checking his Facebook notifi-cations. He is hooked on to Facebook theentire day, updating his profile, uploadingphotos, spying on his exs new catch and

chatting with friends. "He's always on Face-book"-is the theme song of this TVC thatpromotes Vodafones latest Facebook

Phone- Vodafone 555 blue.

The ad has highlighted all the special fea-tures of Facebook like instant notifications,

status updates, pokes and so on. It instantly

makes a connect with the fast moving, so-

cial networking youth who are high on Fa-

cebook. In this ad, Facebook truly comes

alive in a grand musical Broadway like fash-

ion with a delightful background score to

go with it which makes it a fun watch.

Its all aboutAd-itude!This is the new section we are introducing where we will be picking good advertisements that touched a

chord among the viewers.


NEW ENTRY


21/26

Predictably irrational, makes an insightful

read for all marketing enthusiasts. Nobodyhas better explored the unexplained, irra-tional consumer behavior towards decisionmaking like Dan Ariely. The book questionsthe widely accepted consumer behaviortheory of utility maximization. It is engag-ing, rebellious and ground breaking, yetsimplistic in thought and process.

Why to buy?

At the heart of every marketplace are itspeople. The greatest skill a marketer canhave is an understanding of people andwhat guides and influences their decision.The book shatters many long held doc-trines about consumer behavior. First, con-sumers are independent individuals and

consistent in choice. Second, consumersknow what they want and thus their choic-es are rendered predictable. Third, con-sumers can gauge the value, as Arielywrites, we know all the pertinent infor-

mation about our decisions and we can

calculate the value of the different optionswe face. Dan, through this book has re-

vealed how people get swayed by impulse,emotion and contextual feelings, falling prey

to anchoring effects, immediate gratifica-tion, intrinsic and extrinsic motivators andendowment effect among others. The writ-ing is riveting, funny, credible and smart.

Why you might not buy?

The book seeks to confirm irrationalitywith experiments. But the most obviousfaux pas the book apparently makes, is ofsimplifying the results and drawing conclu-

sions conveniently, ignoring other possibleunseen causes. Dan Ariely at times seemsto be making sweeping statements thatcould go either way.

About the author

Dan Arielyis anIsraeli Americanprofessorof psychology and behavioral economics.

He teaches at Duke University and is the

founder of The Center for Advanced Hind-

sight

Rating

3.91/5

(Courtesy : www.goodreads.com)

BOOKWORMPredictably Irrational -

By Dan Ariely


BOOK WORM


22/26

Event: Guest Lecture-PepsiCoSpeaker: Mr. Tushar Srivastava, GM and

Senior Key Account Manager of PepsiCo, MumbaiDate: Saturday, 3rd September, 2011Venue: Seminar Hall, SIMSR

About the Speaker:

Mr. Srivastava has done his BA in Economics from Osma-nia University followed by a PG Diploma in Sales and Mar-keting from Rajendra Prasad Institute of Management Sci-

ences. After his stint at P&G, he worked at Kellogs Indiaas Area Sales Manager from 1998. He joined Pepsi in Oc-tober 2006 as Key Accounts Manager in Modern Trade.

Topic of Discussion:

Discussion on Sales and Distribution channels of

F&B sector, structures implemented and problems

faced in the supply chain.

Takeaways:For the students of SIMSR, it was a great experi-ence to have a speaker from an esteemed brandlike PepsiCo in the campus. Along with an engagingtalk, Mr. Srivastava answered a wide variety ofquestions asked by the audience very enthusiastical-ly. It was a much awaited event and greatly enjoyedby SIMSRites.

Parting Words:

Inspite of all the glamour associated with it, PepsiCo and in

general, the whole F&B sector is not a very easy place to

work in. You have to be on your toes at all times making

sure that you are at par or ahead of your competition. Make

your future decisions wisely and I wish all the students here

best of luck for the future!

A RECAP OF INTERFACE EVENTS


REWIND


23/26

Its no secret that Google has been ramping up its use of the

Google Doodle. There seems to be a new one almost every day,and this outing is, despite being animated, one of the less ambitious.It doesnt sway with the movement of a laptops accelerometer, or

let you play a tune by clicking your mouse, as previous efforts have.Its just a dressed-up YouTube video. Google hasnt even botheredto hide the player controls.

The proposed AT&T/T-Mobile mergeris shaping up to bean iconic business case saga and a judicial milestone. Theytake it as an easy way to become market leaders and gainmonopoly if U.S. Department of Jus- tice lets them go aheadwith it

Reports of the loss of an iPhone prototype, the secondinstance in a year and a half, has created suspicion that the en-tire event could be a publicity stunt by Apple to market the de-vice. In April 2010, Apple lost an iPhone 4 prototype that wentmissing in a bar just before its release. But Apple was lucky toget it back after it had been sold by a finder to tech blog Gizmodo for $5000. But this time Apple is having a tough time gettingback its iPhone 5, which was reportedly sold on Craigslist for$200.

Automobile major Mahindra, on Monday announcedits five year association with the Buddha Internation-

al Circuit (BIC). Mahindra will provide 25 Scorpios as theofficial support vehicles to the BIC, at its facility in GreaterNoida. In turn, BIC is supporting the popular MahindraAdventure Initiatives throughout the year like The Great

Escape, the Monastery Escape - off-road rallies. As per theagreement, Mahindra will provide 25 Scorpios including 10Scorpio VLX and 15 Scorpio Gateway to be used in the theOctober 30 F1 races.

UK firm Reckitt Benckiser has overtaken Wipro Consumer Care for the first time inthe 8,800-crore Indian soap market, as its germ-fighter Dettol emerged the third largest soap

brand in the country. According to market researcher Nielsen's data,Reckitt was the third-largest soap maker in the country with a 9.1% share in the marketin value terms in June this year, ahead of Azim Premji-promoted Wipro, which had 8.1%share with brands such as Santoor and Chandrika. Wipro, however, said it is not con-vinced by Nielsen umbers. Hindustan Unilever, with brands such as Lifebuoy and Lux con-tinues to be a clear leader in the segment with 45% share, followed by Godrej Consum-ers, according to Nielsen data.

TWEETS



24/26

THE CROSSWORD

THE CLUES for the questions

BUZZMap the crossword with the visual and textual clues

Theme : Old Logos

Across3.Originally a phoenix with wings out-spread to match the programs original

name: Phoenix. For legal reasons, thename was changed and the logo was re-drawn.5.2nd largest Korean conglomerate afterSamsung and was established as Lak-HuiChemical Industrial Corp.6.Started by several California banks as a

competitor to that of Bank ofAmerica.

Down1.This logo for a concept came up in adesigning competition conducted by Chi-cago based company on first Earth day.Identify concept.2.The Company is actually the acronymof its Italian name and is based in

Turin, Italy.4.Earlier name of the company wasCTRC, Computing-Tabulating-RecordingCompany. What is the current name.7.Began as the Toyo Cork Kogyo Co.,Ltd, in Japan in 1920, and producedweapons for the Japanese in the SecondWorld War8.Founded in 1937 by the Nazi trade un-ion, the German Labor Front and it was

called the "the People's Car".9.Founded in 1906 in Rochester as TheHaloid Photographic Company by Ches-ter Carlson.

Answers-1.Recycle2.Fiat3.Firefox4.Ibm5.Luckygoldstar(LG)6..Mastercard(across)7.Mazda(down)8.Volkswagen

9.Xerox

THE MARKSMAN 23


25/26

CALL FOR ARTICLESOCTOBER 2011

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

a) All Marketers are liars! Please give your views either foror against the topic.

b) Marketing without spending a single rupee- Old Monk. Howhave they done this?

c) The 4Ps of Anna Hazare campaign.

*Please ensure that there is no plagiarism and all references areclearly mentioned

One article can have only one author.

Your article should be for 500-600 words and MUST

be replete with relevant pictures so that it can be used to en-hance your article.

Send in your articles in .doc/.docx format with font size11 (Arial) to: [email protected]

Subject Line: Your Name_Institute Name_Course Year.

Kindly name your file as: Your Name_Topic

The best adjudged article will be given a winner's certificatewith the noteworthy articles being published in the Septemberissue and on the Interface website / Facebook page.

Deadline for submission of the articles: 11:59 PM ,12th October, 2011.


26/26

The Marksman is the newsletter of INTERFACE , the Marketing

Club at K J Somaiya Institute of Management Studies and Research, Mumbai.

Images used in The Marksman are subject to copyright.

The Marksman does not take any responsibility of any kind of plagiarism in the articles

received from students of other colleges.

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

OR drop in a mail to [email protected] line: Subscribe: Your Name_Institute Name_Course Year

Contact us at: [email protected]

Website: http://interfacesimsr.weebly.com

Follow us at: http://www.facebook.com/simsr.interface

THE TEAM

COVER STORY

Tilottama SanyalSPECIAL STORY

Hinal ShahIt is all about Ad-itude !

Tilottama SanyalHinal Shah

BOOKWORM

Niyati ChamyalREWIND

Tilottama SanyalCOVER PAGE

Vibhav Shukla

TWEETS

Upveen TameriBUZZ

Sujit MishraDESIGN

Vibhav ShuklaYash Chamaria

the marksman - sept 2011

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