MARKSMAN The

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

SHOPPER

Marketing Special Story A Very Happy Diwali

The Marksman wishes you

EDITOR’S DESK

01 NOVEMBER 2012

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

Welcome back Readers!

We hope you enjoyed your Diwali vacation to the fullest

and came back from your holidays with new zest and

vigor! Team Marksman has come out with an issue to

match your enthusiasm.

Coinciding with Diwali spirit of shopping, our Cover Story

takes a look at ‘Shopper Marketing’, tracing its evolution

to present day trends. Our Special Story, ‘Marketing

Lessons from Obama’, takes a look at the innovative

ways Obama used for his re-election campaign.

Also we give an insight into the world of Digital Marketing

courtesy our Tete-a-Tete with Mr. Rahul Avasthy and

Rewind section narrating the corporate interaction with

him.

And enjoy the rest of the issue with our usual and

eclectic mix of Tweets, MARKive, It’s all about Ad-itude,

Hall-MARK Campaigns, BookWorm and SquAreheaD.

Also, thanks to all the readers who chip in by writing

such creative articles for our Featured Articles section.

Hearty congratulations to the winners of Featured

Articles - Ashish Nirwani and Rohit V Tiwari.

Keep writing in Readers, you only add to the esteem of

Marksman.

CONTENTS

THE MARKSMAN 02

TWEETS

03

It’s all about

AD-itude!

09

Brand

MARK ive

05

Bookworm

28

SPECIAL STORY

Marketing Lessons

from Obama

15

SqAreheaD

29

BUZZ

30

COVER STORY

Shopper Marketing

11

Hall-MARK

Campaigns

07

Rewind

23

Brand Repositioning &

what effects it can

have on Cinthol …21

FEATURED ARTICLES

Nokia a dying brand : What’s Next? …19

Hall-MARK Campaigns

07 NOVEMBER 2012

‘

Diwali time spells an itinerary which is tantamount to splurging. Be it the

superstitious gold buying on Dhanteras, the wardrobe overhaul and house

revamping and embellishment to beckon the goddesses of wealth or purchasing

gifts and mithais for near and dear ones, money seems to be flying out with its

own wings. But should moolah hold one back from soaking in the festivities? This

was the question that Citibank India leveraged on this Diwali to upsurge Credit

Card habitude.

Had you been in the vicinity of High Street

Phoenix Mall in Mumbai or DLF Promenade

Mall in Delhi, your eyes could have beheld

some magic. Amidst the smoke of crackers

something else took shape in the skies.

Every time a tweeter tweeted to the hashtag

#Dil Vs Bill, depending on the momentum of

the tweets, an eco-friendly cloud of heart and

money symbols made of helium and air were

shaped in the sky. This cloud rocketed its

way into the airspace. This novel idea kept

the tweeple engaged. The campaign called

‘Tweet a Cloud- Dil Se’ was a confederation

between Twitter and Skyvertizing- advertising

using clouds in skies.

Hall-MARK Campaigns

THE MARKSMAN 08

It was just a one day activation

program which prehended the driving

factor behind gifting- sentiment or

money. Citibank tried to drill in the

message that all one needed to gift

others was the sentiment and that the

money would be made available by

Citibank. (Easy EMI scheme on

Credit Cards) The heart clouds

outnumbered the money clouds and

annihilated after hovering for some

time.

This is not the first time Citibank India

has come up with a novel campaign.

Last year during Diwali they made

headway with a campaign called

‘Citibank EMI Chasers’ in which they

strategically placed their ads

juxtaposing products which are more

likely to be picked on EMI during

Diwali.

The huge number of people, who participated, roared out the success of this

campaign. The ambit of the campaign was 1700 merchant partners. The

campaign was conceptualized jointly by MEC, media and planning agency and

founding partner of GroupM, and advertising agency Publicis.

Citibank- a financial institute has definitely established the string between

finance and marketing.

TWEETS It’s all about AD-itude!

09 NOVEMBER 2012

Media:TVC

Client: Vodafone

Corporation: Ogilvy India

The telecom market being in a hypercompetitive state, with nearly 10

major brands vying for customer attention offering different services,

Vodafone's latest TVC with the tagline “Made for you” offers, intends to

further popularize its IVR based service - 121 - and dial up its

credentials as a truly innovative and customer-focused brand.

Conceptualised by Ogilvy India, the TVC showcases boys (young and

old) briefing a hair-dresser. Each has their own long list of

requirements. The combinations of styles, cuts and hair colors, based

on their individual and specific requirements, are endless. And yet, the

assurance that their needs shall be met seamlessly flow through all the

characters in the commercial. It is something all of us have seen so

many times yet the execution seems so fresh. There's an engaging

simplicity and it does not add to the effluence that Television

advertising is normally associated with when it comes to commercial

breaks.

Seeing the commercial, one remembers the times when they visited

their neighbourhood salon to brief him on that special hair style just the

way they wanted. With this TVC Vodafone enables us to choose the

best options on the basis of the usage on the mobile number, and

thereby places the power in the hands of the customer. What more

does one need?

TWEETS It’s all about AD-itude!

THE MARKSMAN 10

Media: Print

Client: monster.com

Corporation: JWT Hong Kong

To remind people of the problem of being stuck in the wrong job and to

reinforce Monster.com as the best platform for finding the right job,

JWT Hong Kong came up with a series of print ads expressing the

problem in a crisp and catchy manner.

The print ad depicts a ballet dancer in a pack of tiny toy soldiers, taking

up the role as a soldier. Evidently, the ballet dancer is out of place,

which clearly sends across the message to the masses that they

should not get stuck in the wrong job and that Monster.com is the best

platform for finding the right job.

The print is eye catchy yet simple, all wrapped in one. The

advertisement does not explain too much, it leaves enough for the

audience to figure out, but there is enough information that the

audience can make an educated guess at what the website does, if

they've never heard of it before.

The difference between green and pink was really important to make

an impact. The orange packaging was also well done because it used

the company's colors as well as the fonts the company uses. Overall,

the JWT managed to score well for this one, the ad being not too

flashy, yet at the same time bold enough to make an impact, and

definitely one, which shall be remembered.

C

O

V

E

R

S

T

O

R

Y

11 NOVEMBER 2012

Defining Shopper Marketing Shopper Marketing is a concept that creates a unique shopping experience

in a way so as to culminate the shopper’s journey into a purchase. The

basic goal of shopper marketing is to convert the shopper into a buyer. It

requires a deep understanding of shopper’s behaviour so as to be able to

engage the shopper and influence him to buy the product at the time of

purchase.

The Evolution Evolving and expanding, Shopper Marketing can be considered as a raging

marketing trend in the marketing world today. It is paramount to apprehend

that Shopper Marketing is not just an act that takes place inside the brick-

and-mortar store but it comprises every facet of the holistic marketing

experience that commences from promotions, to displays and packaging to

the store layout. It therefore involves every aspect of the holistic shopping

experience and aims at delivering the ultimate goal of holistic 360 degree

marketing i.e. comprehending a shopper’s path to purchase and leading

him/her to make a purchase. It can therefore be inferred that the in-store

view of shopper marketing is simply one of the facets of shopper marketing.

A more comprehensive picture is that Shopper Marketing necessarily

should be shopper centric so as to make the shopper happy by targeting

shoppers when they are in the shop floor and creating a unique shopper

experience to make him/her feel like a hero. Shopper Marketing’s arrival has helped the

existing go-to-market strategy enter the next

stage of evolution. Brand Marketing and

Category Marketing, the basic marketing

concepts which used to define the primary

marketing epitome are passé with the advent

of shopper marketing.

These have taken a back seat since 1970, ever since the conception of

Shopper Marketing emerged.

Marketing

C

O

V

E

R

S

T

O

R

Y

THE MARKSMAN 12

However, in India, shopper marketing which initiated as an extension of

consumer marketing is in its early stages but in developed markets,

shopper marketing has reached the maturity stage and is synonymous with

organised retail arrangements. According to a study by Deloitte,

Company’s expenditure on shopper marketing has grown twice as much in

size since 2004. Realizing the importance and potential of shopper

marketing, companies today have a separate budget especially allocated

for Shopper Marketing. P&G itself makes an investment of around 500

million dollars in shopper marketing. Companies like P&G, Microsoft,

Unilever, IBM, Coca-Cola and Nestle – all of them have a dedicated

shopper marketing unit. 83% of FMCG have plans to hike up their

expenditure in shopper marketing while 55% are considering it as a top

priority and anticipate increasing their expenditure on the same by 5

percent annually. Hence over the years, the market is coming to realize

that it has become pertinent to understand the shopper’s needs and

insights and capabilities for the same need to be developed. The most

progressive and developed shopper marketers that have incorporated

shopper marketing as an inherent part of their marketing mix are expanding

at almost twice the rate of their respective competitors in their respective

categories. Almost 90% of manufacturers as well as retailers with

developed shopper marketing skills and expertise acclaim that it has

helped them in hiking up their top line as well as their bottom line effectively

and efficiently.

Shopper Marketing – How Can It Be Put To Work ? It is paramount to be aware that most brands are chosen at the time of

purchase and that's where one needs to concentrate their marketing

diligence and endeavour. One can invest huge amount of money on

promotions, advertisements, and brand awareness, but all would be in vain

if the competitor is smart enough to entice the consumer away at the last

minute i.e. at the point of purchase with intelligent packaging, labelling,

design and cost effective promotional display. Today, if a company/brand

wants to get smart about its marketing expenditure and investments, it just

cannot ignore the power of shopper marketing tactics and strategies.

We are all aware of the four classic

response hierarchy models. All these

models presume that the buyer goes

through a cognitive, affective, and

behavioural stage, in that order.

Similarly, shopper marketing program

tactics also follows a hierarchy model

that consists of:

C

O

V

E

R

S

T

O

R

Y

13 NOVEMBER 2012

The famous Shakespearean proverb “Brevity is the soul of wit” holds true in

any scenario. In today’s marketing scenario of continual change and

uncertainty, clarity and lucidity play a very vital role. The value messages

used in-store should be lucid, apt and to the point. They should be able to

convey what they are meant to. Complexity of messages sometimes takes

a toll on the brand and then failing to communicate to the shopper, he/she

then resorts to the cheapest product on the shelf.

Shopper marketing not just deals with

understanding shopper insights but also

necessarily involves collaboration of the

manufacturers with their respective

retailers. Shopper Marketing also deals with

constantly discovering new engagement

opportunities that would give them a

competitive edge. As change is constant, it

is therefore pertinent to keep evaluating to

ensure that the products and messages are

striking a connect with the shopper.

Aware – That happens out of the store

Attract – That happens across the store

Engage – That happens near the shelf

Motivate – That happens at the shelf

Purchase – That closes the sale

Let us have a look at a few ways Shopper Marketing can help improve the

top line and the bottom line. This can help in leveraging Shopper Marketing

in any marketing scenario and help the brand fetch better returns on

investment.

Shoppers differ – They are not homogeneous!

Shopper behaviour differs on the basis of demographic, psychographic and

socio-cultural factors. The shopper’s habit is decided by his age, place he

comes from, sex and the economic and social strata of the society he

belongs to. Hence, shoppers cannot be termed as a homogeneous mass. It

is therefore essential to focus on segmentation and provision of tailor made

and customized offerings based on segmentation.

Simplicity – Is the key!

Collaborate-Innovate-Evaluate

C

O

V

E

R

S

T

O

R

Y

THE MARKSMAN 14

The Diwali Campaign aimed at:

Making Cadbury Celebrations the most desirable and a premium

gifting brand.

Launching an effective and efficient in-store campaign to achieve

the above objective.

Cadbury advertisements have always portrayed a rich tapestry of human

emotions and affinity. They are well known for the consumer connect that

they create. In this season of Diwali, Cadbury has yet again been

successful in sweeping the shoppers of their feet by making a spectacular

brand presence and understanding shopper insight by coming up with its

Cadbury Celebrations Rich Dry Fruit collection. From successful shopper

insight to delicate temptation, the in-store promotion campaign has it all.

Understanding the consumer has ever been Cadbury’s forte. Cadbury has

been successful in redefining chocolates as the real taste of life from the

cliché chocolates were perceived to be. It has successfully created a

dramatic shift and completely redefined the meaning of “meetha” in India.

Continuing to excel in its forte, Cadbury in collaboration with Saatchi &

Saatchi X, this year went a step ahead to celebrate the festival

outstandingly in-stores.

Implementing Shopper Marketing – The Cadbury Way !

C

O

V

E

R

S

T

O

R

Y

15 NOVEMBER 2012

Cadbury evangelized and created an in-store promotional campaign to

depict and represent the value of the ‘Dry Fruit gift wrapped in chocolate’.

On the artistic front, Saatchi & Saatchi X worked on the visual effects and

aesthetics in the store to ensure that the visuals clearly conveyed and

delivered the basic objective. To enhance the visual cues, standees, stock

piles, stadium stands etc were introduced in the store that favourably

displayed the spectacular aesthetics and floored the shoppers at the shop

floor in the supermarket and at the convenience stores.

They created a gifting zone, which was like a shop-inside-a-shop wherein

people could come and buy gifts. Cadbury thereby provided shoppers with

a great experiential spirit, starting right from the entry to the point/time of

purchase to the exit. Apart from the mundane routine, to make a difference,

retailers were included in the process and were turned into brand

ambassadors. The retailers were provided with wrapping sheets and gift

tags, so when a shopper purchases Cadbury Celebrations products from

the store the retailer gift wraps them and puts a tag which adds a touch of

personalization and customization. Furthermore the brand did a special

promotion activity in stores, wherein the shoppers could make their own gift

basket. This proved to be a successful motivation for the shoppers to buy

as it revealed what all people like to gift and also the whole do-it- yourself

exercise with the personalization aspect made the shopper feel special and

like a hero. The campaign acquired customers as well as an overwhelming

response. Cadbury yet again celebrated Diwali as well as shopper

marketing like no one does!

S

P

E

C

I

A

L

S

T

O

R

Y

THE MARKSMAN 16

FROM OBAMA

Now that the elections are done with and Barack Obama has been

awarded with another 4 years we can look back and reflect on his political

decisions that led to his victory and reinstated people’s belief in him. Or

we can just look back on his astute marketing decisions too, that

sublimely led to his campaign being so successful.

Looking ‘Forward’

His official announcement to re-run for president was via an online video

which was posted on his website. His decision to announce his extension

for his tenure as a president via an online platform raised a few eyebrows

but this was the harbinger to the change that was about to befall political

campaigning

Obama is considered to be the most connected politician, of his time and

his 2012 political campaign was testimony to the fact that the race to the

finish was more a social one than political. Here marketing emerges as

the underdog along with Barack Obama where it was effectively used. So

in an era where better marketing can elect or reject one person,

dissecting exactly how Obama went ahead with his campaign should be

seen. This being the first political campaign to use social media, it

becomes even more interesting to understand the repercussions it had.

17 NOVEMBER 2012

Now that the

elections are done

with and Barack

Obama has been

awarded with

another 4 years

we can look back

and reflect on his

political decisions

that led to his

victory and

reinstated people’s

belief in him. Or we can

just look back

on his astute

marketing

decisions too,

that sublimely

led to his

campaign

being so

successful.

Obama is

considered to be

the most

connected

politician, of his

time and his 2012

political campaign

was testimony

to the fact that the race to

the finish was more a

social one than political.

Here marketing emerges

as the underdog along

with Barack Obama where

it was effectively used.

So in an era where

better marketing

can elect or reject

one person,

dissecting exactly

how Obama went

ahead with his

campaign should

be seen.

This being the

first political

campaign to

use social

media, it

becomes

even more

interesting to

understand

the

repercussions

it had.

Looking

His official

announcement to

re-run for president

was via an online

video which was

posted on his

website. His decision to announce

his extension for his tenure

as a president via an

online platform raised a

few eyebrows but this was the harbinger to the change that was

about to befall political campaigning.

SPECIAL STORY The slogan for Obama’s campaign this year was ‘Forward’ which was released

as a 7 minute video titled as the former, where Obama’s efforts during the past 4

years were extolled .Here the video was released via an official Obama

YouTube account named ‘BarackObamadotcom’. This was one of his initial

steps via social media towards a sustained political career.

A vote for social media

Obama was spoilt for choices here

and he reached people through all

the social marketing tools possible.

He had a Twitter handle, a YouTube

account, a Reddit answer your

questions day, where the incumbent

president was present online to

answer real time queries from the

citizens. His official Facebook page

description reads ‘This page is run

by Obama for America’.

The Facebook page was an altogether new Pandora’s Box, wherein dedicated

page within page media strategy was used .One was for a donate page which

urged American citizens to donate for a brighter American for the next 4 years.

Another one for an online store, which sold Obama 2012 campaign gear.

They were ‘marketingly correct’ to use all of these social media tools. Along with

these TVCs, print ads were used to their core. They left no stone unturned to

market it right.

Celebrity endorsements Celebrities endorsing a politician figure can always be a double edged sword for

the celebrity as well as the politician. But the celebrity here that was marketed

was Obama and not any Hollywood actor. Obama merchandise like batches, T-

shirts and hats to buttons, mugs, and water bottles were sold like hot cakes!

Obama was a celebrity in his own right. Obama’s celebrity status was highly

depended on, for this year’s campaign. Last year it piggy backed on his African

American roots and simplicity. The campaign had an emotional appeal to him

which was reinforced with clear and directed policy details.

THE MARKSMAN 18

Now that the

elections are done

with and Barack

Obama has been

awarded with

another 4 years

we can look back

and reflect on his

political decisions

that led to his

victory and

reinstated people’s

belief in him. Or we can

just look back

on his astute

marketing

decisions too,

that sublimely

led to his

campaign

being so

successful.

Obama is

considered to be

the most

connected

politician, of his

time and his 2012

political campaign

was testimony

to the fact that the race to

the finish was more a

social one than political.

Here marketing emerges

as the underdog along

with Barack Obama where

it was effectively used.

So in an era where

better marketing

can elect or reject

one person,

dissecting exactly

how Obama went

ahead with his

campaign should

be seen.

This being the

first political

campaign to

use social

media, it

becomes

even more

interesting to

understand

the

repercussions

it had.

Looking

His official

announcement to

re-run for president

was via an online

video which was

posted on his

website. His decision to announce

his extension for his tenure

as a president via an

online platform raised a

few eyebrows but this was the harbinger to the change that was

about to befall political campaigning.

SPECIAL STORY

And of course he had very vocal supports not only from the entertainment

industry but from all field’s like Political activists, Athletes, Nobel laureates,

Business people and more. Obama was more than a breakout star here where it

seemed the internet stole his thunder but it was his fuel that drove his internet

marketing.

He tried to be the ideal presidential candidate, with this time his target group

being the ever growing youth. He presented himself as a people’s person. He

organized fundraisers, attended fundraising events hosted by celebrities like

George Clooney, supported the LGBT community, slow jammed to prime time

news on television. Wonder how much more intimate and personal can your

president get.

Marketing by a president

Adaptive marketing was used when he went touring all of America, when he met

farmers they heard about food policies, any message send out if met with

positive response earned itself a place on air.

It was not only Obama that resorted to social media to improve his political life .

He used all possible methods of marketing like adaptive marketing ,email

marketing ,ambush marketing etc. He literally tapped into all marketing spheres

possible.

Ambush marketing was inevitably taken up when the potential presidents met or

their respective campaign staff took off on each other when they slander one

another via TVCs.

Email marketing was undertaken with a huge database of close to 300 million

potential voters wherein they were asked to pledge donations. It was an

integrated effort where the emails were extremely personalized, with different

subject lines and messages.

Obama - the political manager Obama’s campaign staff did not shy away from using the entire social media

available to dissipate information. They managed to bring elements of political

marketing, brand Obama and expanding their TG all in one campaign. Obama

campaign and supporters spent approximately $400 million on the campaign.

Political marketing requires careful thinking to build an appropriate image and

develop public relations. Obama has shown that he has myriad facets by

appealing to everyone and has built a campaign surrounding his personality and

ideas.

So here we ask the question, who would you vote for, Obama the president or

Obama the politician?

FEATURED ARTICLES

19 NOVEMBER 2012

Nokia a dying brand : ?

The Finnish telecommunication giant –“Nokia” is going through trouble times. Few

years ago Nokia was the king of the cell phone market and was the premier cell

phone maker. Then Apple reinvented the phone and captured the imagination of

the cell phone makers and consumers alike. It was the beginning of the very visible

end of the pioneer smart phone makers. Earlier this year Samsung surpassed the

Finnish Company in cell phone sales, ending Nokia’s 14 year rule. Being a market

leader for 14 years and getting knocked off the top spot has come as a bitter blow

for Nokia.

Here are some of the possible reasons why Nokia failed and things that went

wrong for Nokia.

Symbian to Windows

The company decided to kill its own operating

system and entered into a fateful partnership

with Microsoft to bring an end to Apple and

Samsung’s dominance. The first windows

phone wasn’t up to the expectations of the

consumers as the earlier versions of windows

operating system were not upgradable to the

latest windows 8 version.

- Ashish Nirwani, KJSIMSR, Mumbai

FEATURED ARTICLES

THE MARKSMAN 20

Complacency

As a global market leader for over a decade, Nokia

seemed to be bit complacent with its cell phones

and didn’t really make a roadmap for the future.

Even after the launch of I-Phone in 2007, the first

touch screen phone, Nokia still took pride in its E-

Series phones. I-phone didn’t really damage the

market share of Nokia but Samsung managed

transition to smart phones much faster than

expected.

Definitely, Nokia is in the most difficult situation since it was founded in mid 80’s,

but in a world where consumers don’t bat an eye when big companies fold, Nokia

still has bounty of opportunities to change the game around. Firstly, it’s important

for them that they continue to foster the relationship with Microsoft. The company

needs to make the user interface intuitive and fun. Secondly, Nokia has to work

together with Microsoft to make application market a top priority. The triumph of

smart phones seems to be depended upon the success of their respective

application market.

From here, most likely nothing would be easy for the Finnish company with Apple

and Google currently dominating the smart phone market. Often it’s docile for the

companies which were once the king of the market to be brought to their knees.

But, it was necessary to show Nokia that their company wasn’t immortal. Nokia has

some incredible hardware technology and their 808 pure view camera outshines

everything else in the market.

Lack of Innovation

Samsung has been launching a new phone every

year with slight modifications either in its design

or features and Nokia has not been able to make

a mark with its windows phone because of its

unattractive designs. Nokia’s phones were feature

ready and not future’s ready.

During late 90’s Apple was going through similar situation, but they were able to

reinvent themselves and became more successful than ever. The key behind the

success of Apple is innovation and Nokia must focus on innovation before it’s too

late.

FEATURED ARTICLES

21 NOVEMBER 2012

Brand Repositioning and What Effects It Can Have On Cinthol

- Rohit V Tiwari, Welingkar Institute of Management Development and Research,

The quintessential Cinthol alpha male will no longer emphasize the importance of

‘body confidence; he will no longer drive home the point of Cinthol being able to

“Susti Mitaye, Chusti Lautaye;” he will no longer jump off the sky-scrapers and

mountains to highlight the promise of Cinthol providing “24-hour freshness.”

The Reason: Godrej Consumer Products have decided to reposition Cinthol as a

unisex, youth-centric brand.

The Result: An integrated 360-degree campaign, a revamped product range and a

new tag line that says “Alive is Awesome.”

The Rs. 50 Crore marketing campaign, conceptualized and executed by

Creativeland Asia, has tried to rekindle Cinthol’s brand popularity and ensure that

the brand remains relevant to everyone young at heart. In its bid to win over its new

target market, Cinthol has also sharpened its extensions in the personal grooming

category with talcum powder (available with new fragrances), ‘skin-friendly’

deodorants and ‘non-sticky’ shower gels. The new packaging is relatively more

vibrant and eye-catching and gives the Cinthol products a very classy and premium

look.

Currently, Cinthol has 2.5% share in the Rs. 6000 Crore soap market; however, it

doesn’t yet have a significant presence in categories such as talcums and

deodorants. Now, with a rejuvenated positioning strategy Godrej hopes to increase

its market share, while maintaining its aspirational appeal

Considering the increasing popularity of shower gels in India, HUL seems to have

played its cards right by introducing four variants in this segment. Also, the move to

project itself as a premium brand can work for Cinthol, as its loyal consumers- the

ones who have been users of the brand since long- would have moved up the

income ladder and would be willing to try out the premium products.

FEATURED ARTICLES

THE MARKSMAN 22

Moving away from the core positioning strategy may not always work in favour of a

brand. Repositioning of Liril can be considered as a prime example. Launched in

the year 1975, Liril right from its inception was positioned on the ‘tingling freshness’

platform. The first ad featuring Karen Lunel became a cult. The combination of

waterfall and the Liril girl, coupled with a catchy jingle became a metaphor for

freshness. In 2009, HUL changed its positioning and re-launched Liril as Liril 2000,

targeting families instead of confident, happy-go-lucky young women who had

come to symbolize the brand since the time of its birth. The idea of positioning Liril

as a ‘family soap’ did not really cut ice with the customers.

Cinthol, however, can derive confidence from the successful repositioning example

of another brand in the HUL stable - Lifebuoy. HUL had earlier positioned Lifebuoy

on the ‘health and hygiene’ platform. Lifebuoy proclaimed itself to be the soap for

the male population and the jingle “Thandurusti Ki Raksha Karta Hai Lifebuoy,

Lifebuoy Hai Jahan Thandurusti Hai Vahan” had become hugely popular.

The marketing strategy of Lifebuoy remained unchanged for over 100 years until

2002, when HUL decided to change Lifebuoy‘s positioning. From the brand that

was once a male-centric, carbolic soap with cresylic perfume and had an

individual-oriented ‘success through health’ positioning, Lifebuoy was successfully

repositioned as a brand for ‘family health protection.’ Having survived a bold

repositioning strategy, Lifebuoy is currently India’s largest selling soap brand (by

volume).

With no celebrity vouching for its benefits this time around, Cinthol has definitely

made a bold move. Although the jingle has become very popular, whether GCPL’s

decision to cater to the ‘well-heeled’ and ‘well-travelled’ young India proves

‘awesome’ and to what extent remains to be seen.

TWEETS REWIND

23 NOVEMBER 2012

‘Secrets of Digital Marketing’ workshop by Rahul Avasthy One of the marketing’s greatest honchos enlightened our students with the mantras on Digital Marketing. Mr. Rahul Avasthy, Director at one of the renowned film production, broadcasting and media venture house, Reliance Entertainment; conducted a workshop on the Secrets of Digital Marketing. He is also the recipient of Star Youth Achiever Award by Star News. The session involved decoding the term Digital and its ever-growing importance and evolution in the stream of marketing. Mr. Avasthy spoke about the growing opportunities in Digital Marketing not only as a medium to market a product but also how it has evolved as a career opportunity. He also had an amazing interactive questionnaire session with students which included questions based on trivia facts in the digital world such as number of Mobile users in India, Web internet users in India and Active web users on mobile and many more. The student with the right facts earned a Cadbury chocolate. Through these facts he helped students believe how huge Digital Marketing is as a medium to communicate with consumers. He also highlighted facts about how the traditional medium of promoting i.e.

the television is phasing out and ‘going digital’ is the new medium with the

‘Three Screen Strategy’ due to increase in number or smartphone, tablet and

Internet users. He also enlightened the students with viral marketing,

zapak.com and web strategy.

Mr. Avasthy unveiled the important secrets on Digital Marketing through the

session. A day filled with power packed discussions and some very useful

insights left the students aware about how digital marketing plays such an

important role for any brand these days.

The students appreciated this initiative taken up by Interface which added yet

another feather in its cap.

THE MARKSMAN 24

Tete-a-Tete

Secrets of Digital

Marketing

- Rahul Avasthy

Rahul Avasthy, an alumnus of SIMSR and now the

Director at Reliance Entertainment – Digital was

present on our campus last month.

He shared with us a lot of his valuable insights and gave us a few secrets of the

world of Digital Marketing. Students of K.J. SIMSR were extremely happy to receive

some great views and knowledge from the man himself. Having worked with other

big names such as Viacom 18, Trinetra Focus, Focus circle Brands Pvt Ltd and now

at Reliance Entertainment, he is a stalwart in the world of Digital Marketing and here

are a few excerpts from his interview.

What has your journey at SIMSR been like?

Joining SIMSR was wonderful. My first year was excellent. After my first year I got a

summer internship with MTV through the campus for two months and I loved the

work there. I always worked in digital marketing but never in hardcore digital

marketing. So when I joined Mtv that very month they reached around 1 million fans.

I absolutely loved it there and so I continued with them after college. During my

internship it was more about contributing my ideas and learning. It didn’t matter how

many hours I gave them. So joining SIMSR was wonderful. You get to meet so many

new people. You have your juniors, your batch mates and your seniors. So when you

talk about the journey at SIMSR knowing the network of those 300 odd people was

wonderful.

What according to you is the next big step in Digital

media marketing?

Tete-a-Tete

Does the use of this digital marketing contribute to traditional brand metrics

such as brand favourability and intention to purchase?

Digital is now moving towards mobile. Not a lot people are actually going towards

mobile. Still people don’t know how to make money from mobile. Like for e.g. there

is the Facebook app but Facebook still doesn’t know how to make money from

that app because it’s very tough to generate revenue from mobile through apps.

So there’s the need for a new model which has to be drafted. So if you talk about

the future of Digital marketing it is absolutely going to be towards mobile with the

kind of growth that is happening. The generation of desktop era is there but the

evolution of the mobile era is going to be huge.

Yes, it absolutely does. In digital what happens is, it’s actually very organic. Let me explain

with an example. So in my first project when I working, I was servicing for one of the

companies called Tata and we were putting up a hoarding. So we had done a campaign

and there was a hoarding that had to be put up. So the hoarding came and it was decent

and my boss approved it and my client approved it so the hoarding went up outside phoenix

mills. So this is with print the hoarding goes up everybody sees it and it’s done. Now what

happens with Digital marketing is that once you go out there and get in touch with your

audience, people give you some kind of feedback. So even if your boss or your client has

approved the copy or a certain picture in your ad and if people don’t like if, if they don’t talk

about it or retweet it, if they don’t give you a reply on email or through SMS that copy or

creative even though approved by your boss is stupid. So digital marketing as you said on

the traditional side is all about favourability. So earlier it was all about putting your ad out

and waiting with your fingers crossed but now through digital you can actually get instant

feedback. So that’s the first metrics relating to brand favourability. The second one is about

intention to purchase. So in digital marketing it has evolved very nicely. Earlier there was

this model called CPM (cost per thousand) where every 1000 times someone sees your ad

you pay ‘x’ amount of money. Then came the model called CPC (Cost per Click) so every

time someone clicks on your ad then only you pay money. Now the models are very

extreme like CPL (Cost per Lead). So if I am the brand manager for ICICI Bank for e.g. and

I want to only pay for the people who are interested in my product so I will pay a digital

marketing company only for leads. So they will do whatever marketing they have to on the

digital side of it and give me the leads and I will only pay for those leads. It has even gone

further. There is a new metric called CPA (Cost per Acquisition) so I will only pay if

somebody purchases from me. So a lot of E-commerce companies are working with digital

marketing publishers on CPA. So you do whatever marketing you want, until the person

doesn’t buy from me, I will not pay you money. So the models are evolving rapidly. So if

you have to sum up Digital marketing, apart from the innovations and displays it is

becoming a performance based marketing.

25 NOVEMBER 2012

Tete-a-Tete

What are the different ways in which a movie uses the medium of

digital marketing in order to promote itself?

So movies are just like any other product or brand. We have this thing called the ABC. In

India only three things sell. A is Adult, B is Bollywood and C is Cricket. So these three

contents sell on the digital platform very very well. Bollywood being one of the biggest. So

it’s a very good content generator. People love to see it, love to share it, they love to be the

first one to talk about it, so if a movie has to launch itself earlier it was all about hoardings

and media ads and radio shows but now it’s all about the digital medium. For e.g. I’ve been

following this movie called Student of the Year. When they first started shooting for the film,

their page was up on Facebook. So you start engaging with the audience even before it has

actually been made almost a year before it has been launched. You would see how the

build up is happening. So the word ‘Teaser’ has taken a new form after the world has

opened up to digital marketing. It happened with the movie Heroine also. So from the post

production you would see small teasers. You would probably not see the name or you

would know the name but they wouldn’t reveal that. So those things work really well. Then

what happens is if suppose I am a distributor and I want most number of people to watch

my film, so through the digital medium I can actually calculate the ROI. I can calculate how

many people will see it and how many people will want to see it. The amount of likes a

page generates, I can actually control that and I can actually drive people to see my movie

through a website like bookmyshow or PVRmovies. So this model as a medium has

evolved very nicely and radically apart from the other traditional mediums like radio, print

which have also evolved drastically. So if I am a brand manager for a particular movie I will

choose to market it through the digital medium mainly because of the performance based

marketing where I can show some numbers to my team like there are 2 million people who

like us, out of which 1.5 million who are talking about us, there are 1000’s of retweet's that

are happening everyday which are reaching to around 5 million people. So these are not

just any numbers, these are real numbers of our actual audience. So yaa, Movie launches

and digital marketing go hand – in – hand.

THE MARKSMAN 26

You said that /digital Marketing is moving towards mobile. So how much does

government policy affect digital marketing in light of recent banning of bulk

SMS and social media?

SMS is a very small part of it. If you talk about the gamut of digital marketing, it’s huge. I think

there should be a small course or a small capsule about digital marketing in the second year

of MBA so that people understand how vast digital marketing actually is. People think that

digital marketing is email marketing, SMS marketing, ads and maximum Facebook that’s it.

But it’s not just that. It’s actually huge. There’s something called online reputation

management and other things so it’s huge.

Tete-a-Tete

27 NOVEMBER 2012

Suppose in manufacturing firms, you have resources such as tools,

equipments, people, machines, etc. In digital marketing you have people apart

from which you have technology which is so fragile and feeble for you to bank

on it like a complete resource. For e.g.; now we have Facebook to bank on as

a big medium for digital marketing but we do not know how long it will last,

whether it is a temporary or a permanent resource. So how would you

anticipate that something is going down or what is the new platform to project

the future of digital marketing?

Now because of these bans and restrictions what may happen is there will be no problem as

far as brands talking about it are concerned. Any brand who has tried to use huge amounts of

SMS’s per day to market itself will actually collapse because actually that is not the right way.

It’s all about how people want to listen to you. It’s not what you want to say but what they

want to listen. If you are communicating what they want to listen by choosing the right tools

then you can make your way out. So SMS is a really small part of the entire digital marketing

process.

So that is correct. Things come and things go. Nobody thought that eBay was a big thing.

Orkut initially was this huge, mad thing. We all have lived the Orkut era. But Orkut stands

nowhere. Now Facebook, Linked In, Twitter they are all up. Pinterest is kind of kicking in. So

when you talk about what is going to be the next big thing, you have to gain the pulse of the

audience to understand what they want and what they are looking forward to next. The tolls

will keep changing but your communication remains the same. So for e.g. if Pepsi wants to

communicate a particular theme, you have to focus on that theme and adapt to the various

tools available. As a brand manager, you have to take care that whatever the tool maybe the

theme should never be changed. So the brand has to be very clear as to what they want to

communicate and then accordingly use the medium.

TWEETS BOOKWORM

THE MARKSMAN 28

The Green Marketing Manifesto By John Grant

This book focuses on Green marketing as a new marketing paradigm.

The author has emphasized on how the current marketing

methodology is not effective (or even ethical). In fact the author puts

across a broader message saying that the current marketing is not able

to involve the consumers appropriately because of the methods

adopted. He has tried to point out with numerous examples how some

of the most successful marketing strategies today are irresponsible

and more flatulent in terms of credibility.

The objective of the book is to provide an alternative marketing

strategy which is good for the organization, consumers as well as the

environment. While focusing on green marketing, the book also is able

to explain how “Green” is a better and more credible form of marketing.

Numerous best practices of small and medium sized enterprises have

been cited to explain the success of the “Green” concept.

The author has written in first person and the writing style is similar to

that of a personal blog post. One can clearly notice his dissatisfaction

with the current forms of marketing. In fact he has written like a cynic

who while on one hand understands the current marketing methods but

on the other hand, clearly does not subscribe to them.

29 NOVEMBER 2012

SquAreheaD

BUZZ

THE CROSSWORD

THE CLUES

ACROSS

DOWN

1. TataSteel 2. ABGShipyard 3. ICICIOneSource 4. WaltDisney 5. TataTazo 6. Videocon 7. Pearson 8. Rexton 9. Newsweek

1. Which company owns the ongoing six million ton greenfield steel project at Kalinga Nagar in Odisha's Jajpur district? 3. What was the earlier name of First Source now acquired by CESC ? 4. Which company has agreed to buy Lucasfilm which owns the Star Wars franchise? 9. Name the international news magazine which has decided to go all digital from 2013 after being 80 years in print?

2. Which Mumbai based company is behind Haldia Bulk Terminals that has decided to leave Bengal because of safety issues ? 5.In the newly opened Starbucks cafe in Mumbai what brand of tea is going to be served ? 6. The old refrigerator brand Kelvinator has been re-launched. Which company owns the brand now ? 7. Which company owns Penguin Publishing House and also is a part owner of the magazine The Economist? 8. What new model has been introduced by Ssangyong - M & M which is priced between XUV 500 and Pajero ?

THE MARKSMAN 30

CALL FOR ARTICLES December 2012

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 December 2012.

1. Pepsi's IPL sponsorship : Is Pepsi looking for a greater footprint in India?

2. Gujarat Elections 2014 : Is 3D Technology bringing in a new age of Virtual Campaigning?

3. James Bond driving Mahindra's Aston Martin : Where does it lead Mahindra to?

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

31 NOVEMBER 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 Priyam Prasad

SPECIAL STORY Smriti Sudish

It’s all about AD-itude Richa Garg

SquAreheaD Tavishi Agrawal

Brand MARK ive Mandar Dongre

BOOKWORM Vivek Misra

TWEETS Richa Garg

BUZZ Nishant Singla

PROMOTIONS Meeta Khatri Nitya Kumar

Hall-MARK Campaigns

Roma Sehgal

TETE-a-TETE Meeta Khatri

PROOF READ Divya Damera

REWIND Nitya Kumar

DESIGNING Nishant Singla

Mandar Dongre

THE TEAM

Website: http://interfacesimsr.weebly.com

/the-marksman.html

Follow us at: http://www.facebook.com/simsr.interface http://interfacesimsr.weebly.com/the-marksman.htm

THE MARKSMAN 32