Volume 2 Edition 6 2013

Initiated by-

BUZZ, Marketing Club

Sydenham Institute of Management [SIMSREE]

S uch is the stature of the Little

Master that many a times he

is referred to as the God of

Cricket. Cricket and Sachin

have become synonymous with one anoth-

er. When he announced his retirement,

the hype created around it was such that

people went around asking, “Now what will

happen to cricket?” and not the other way

around. But for big brands and corpo-

rates, the million dollar question is, will

Brand Sachin endure when the master-

blaster fully retires from cricket? The

need for roping in celebrities to en-

dorse a product comes when compa-

nies feel that their own brand lacks the

required parameters to convince the

customers of their value proposition.

Page 2 Magma

From a marketing perspective

Sachin signifies various qualities

like reliability, non-controversial

image, honesty and consistency. For

consumers, he is the symbol of ex-

cellence, longevity & quality attrib-

utes which companies look for to

associate with their products. Also,

as a celebrated superstar, Sachin

carries an impact value with his

name which makes a portion of his

faithful fan base to buy brands that

he endorses regardless of other

factors.

Since Boost, his very first brand

endorsement, to his current en-

dorsements like Toshiba, BMW,

Adidas, Coca-Cola, Future group,

Sunfeast (ITC), Luminous power

equipment and the Swiss watch

brand Audemars Piguet (a total of

15 brands), Sachin has been con-

sistently used to portray trust and

reliability.

Remember the ad in which Sachin first

smacks the ball out of sight and then

offers a Band-Aid to the kid who gets

injured trying to catch the ball?

Although this Ad had not created much

of a buzz at that time, his second en-

dorsement deal with Boost had him

share screen space with none other

than Kapil Dev, the Haryana Hurricane

which became the first stepping stone

for him in creating an image as a

brand who can sell another brand.

Through this ad Kapil Dev handed over

the baton of Boost to him.

The Little MasterThe Little Master

--Ajendra Patil and Tushar ChardeAjendra Patil and Tushar Charde

Page 3 Magma

Sachin’s biggest ad campaign in his early

years was for the international brand

named, Gillette. The real monetization of

Brand Sachin came when he signed a deal

with World Tel in Oct, 1995. Although the

official figure for the deal was never dis-

closed, word going around was that the

deal had fetched him around 30 Crore

Rupees for five years. Brand Sachin had

arrived with this contract with World Tel.

It was the beginning of a stream of vari-

ous international products that he would

go on to endorse, the most notable among

them being Pepsi. The cola endorsement

helped Sachin’s popularity soar and lent

him the aura of a cult figure. This was

around the time when the cola wars were

on between the two giants, Pepsi and Co-

ca-Cola. During the shooting of one such

Pepsi commercial with prominent ad di-

rector Pralhad Kakkar, Sachin refused to

shoot unless the director changed the

script. The ad in question is the one where

Sachin is hitting a ball with a stump and a

jingle goes on in the background, “ae

Sachin aya re bhaiyya”. The original script

showed bowlers bowling to Sachin and

Sachin hitting the balls all over the park

with a fly swatter. Sachin refused to shoot

this version saying, “The commercial

would indicate that I am bigger than the

game.” With such a humble character it

was difficult for anybody to reject what

Sachin was trying to sell us.

Once his popularity rose to great heights

(especially after 1996 World cup where

he was the top scorer and received MRF

sponsorship for his bat after the tourna-

ment), his brand value had remained the

same. His brand value gradually in-

creased as he achieved some astonish-

ing feats (100 centuries, first 200 in ODI

etc.) One of the benefits of having Sachin

as the company’s brand ambassador

during this time was the target audience.

No other cricketer in India enjoys as

much respect and admiration across all

age groups as Sachin does, and this

mindset amongst the audience started

shaping during the early 1998 with the

Australian tour of India where Sachin

scored three consecutive centuries. In

the same year International Sports gi-

ant, Adidas signed Sachin for yet anoth-

er multimillion dollar deal. Along with

Adidas he also signed a deal with Col-

gate, when Colgate was fighting for the

toothpaste market share with HUL. The

timing of these deals also helped him

create an image of developing maturity

in the game and also as a brand ambas-

sador.

Brands Endorsed by Sachin Tendulkar

Brand Name

Year/Duration

Boost 1990-present

Pepsi 1992-2009

Action Shoes 1995-2009

Colgate-Palmolive 1998-present

MRF 1999-2009

Adidas 2000-2010

Britannia 2001-2007

Fiat Palio 2001-2003

TVS 2002-2005

ESPN Star Sports 2002-present

Sunfeast 2007-2013

Canon 2006-2009

Airtel 2004-2006

Reynolds 2007-present

G-Hanz 2005-2007

Sanyo BPL 2007-present

Toshiba 2010-present

Philips 1998

VISA 1998

Castrol India 2011-2012

Ujala Techno Bright 2010

Coco-Cola 2011-2013

Page 4 Magma

Now that he is going to retire, his brand

value will decrease. At some point it

may decrease sharply, may be immedi-

ately, or may be after 1-2 years when

people’s intense attachment would have

reduced and other cricketing heroes

would have taken his place. However a

counter-argument can be made that

marketers will continue to seek him for

his clean image and the values that he

portrays, like integrity and excellence.

The possibilities for Sachin after his

retirement are numerous. Some of the

feelings expressed by his fans have

evolved into some really good ideas as

to what his future course of action could

be. If he decides to live a quiet life away

from news and media, then there is a

likelihood that his brand value will de-

crease over a period of time. If he de-

cides to be a cricket commentator or as

an advisor to a high profile team, then

he will still carry a lot of brand value. If

he manages to stay in front of the public

eye, his brand value will dip only gradu-

ally if at all. If he does some substantial

work as a Rajya Sabha member or in-

volves himself into charity, gets affiliat-

ed with an NGO or a social cause, who

knows how much his image will grow. It

is definitely a possibility worth consid-

ering.

Whatever Destiny has in store for

Sachin, only time will tell. For now as

rightly quoted by Sir Viv Richards, “He’s

99.5% perfect… I’ll pay to watch him

play” is the feeling being shared by the

brands that Sachin endorse.

C o-branding is a market partnership

between two or more brands to raise

awareness and generate sales of

their respective companies.

Co-branding is a marketing arrangement

where a single product or service is associat-

ed with more than one brand.

The arrangement assigns the various logos,

colour schemes or such other brand spe-

cific identifiers on the product or service

that is shared. Co-branding also refers to

the presence of multiple brand logos and

names on a single website such that the

users who visit the site see it as a joint

venture.

CCOO--BBRANDING RANDING -- Jyothis Mohan & Ketan PatilJyothis Mohan & Ketan Patil

Page 5 Magma

Co-branding is

a marketing

arrangement

where a single

product or

service is

associated

with more than

one brand.

Windows 8 and Intel Processor is highlighted in every computer Advertisement

The combined forces of these brands act

as a synergy that ultimately translates into

better communication and greater visibility

which the brand as a standalone may not

have achieved. Smaller brands are in par-

ticular promoted highly because of this

preposition especially if they are associated

with a bigger brand.

Various Special edition products of

PUMA with Ferrari

Apart from the mentioned benefits of greater visi-

bility and consumer connect, co-branding is used to

launch new products or services by utilizing the

other brand’s existing customer base. This is also

done to make the customers or clients aware of the

core competencies of the brands involved in the

marketing partnership. As every brand has a spe-

cific target audience based on the product or ser-

vice it delivers, the sales and awareness of the

brand is limited to that specific crowd.

Page 6 Magma

Co-branding is

a strategy

used to

promote two

products for a

limited edition

high value

offering to the

consumers

This also happens due to the limitations in budget

and other resources available with the brand due

to which it cannot penetrate into the other sec-

tions of society . Co-branding effectively helps the

brands involved in the deal to benefit from each

other’s core competencies and creates a con-

sumer connect which ultimately culminates into

sales in the long run.

Vodafone and

Blackberry

coming

together is

co-branding,

so is Omega

teaming up

with the Bond

movies

WHY CO-BRANDING ?

Sept 2010- JLS, British boy band launch

the Just Love Safe condom range with

Durex

Sept 2013- Toshiba

launched a new SDHC

memory card which

designed popular char-

acter the Hello Kitty

Likewise if a brand wishes to target a particular

market, it ties with the brand or enterprise that

has the maximum penetration in that segment.

Co-branding also helps if a company needs

a way to rejuvenate or kick-start the com-

pany reputation and sales in the midst of

waning consumer interest. It also helps in

strengthening the competitive position of

an enterprise in the market.

May 2006- Apple launched iPod in

collaboration with Nike

accordingly. Important provisions need

to be carefully drafted such that the

operational problems do not occur later

on.

The two brands should mesh well with

each other such that they complement

and enhance each other to create a syn-

ergy that connects well with the custom-

ers.

Page 7 Magma

IS CO-BRANDING ALWAYS EFFECTIVE ?

The strategy has to be carefully devised and exe-

cuted for the best results. Proper in-depth re-

search has to be carried out to make sure that

the entering market has the target audience for

both the brands.

Also the brands need to be equally represented in

that market area.

New Nokia TIVITI 9210 with WINDOWS RT

It’s important to note that when two brands collaborate together to devise a marketing strategy it should be

in the greater interest of the two participating firms.

No loopholes should be allowed to seep into the strategy as the market is highly sensitive to erroneous marketing and can

lead to loss of existing customer base. The brands have to be mindful of any unnoticed contractual issues with the re-

spective franchisors or stakeholders. The marketing arrangement drafted may include rights, obligations, and re-

strictions that are binding on both the parties. Any conflicting agreements should be carefully discussed and planned

If a co-branding strategy does not work the way it was supposed to be while conceptualising, it can be highly complicated

-and perhaps even fatal- for the company to unwind itself from this mess that they have created. The resulting process

could very well kill the established reputation of the company to an extent from which the company could never fully re-

cover. So co-branding could be your company’s best way to excel, showcase its marketing superiority and capture the

market or it could be the worst nightmare the company had ever encountered. As such careful planning and strategy

formulation has to be done and reviewed at each stage of execution before venturing into getting the two brands under

one roof.

Nestlé's KitKat is co-branded with Google’s

Android 4.4

Page 8 Magma

FUNFUN--ZONE ZONE The

Difference

Between

Optimism,

Pessimism &

Marketing

The Optimist

says, "The

glass is half

full."

The Pessi-

mist says,

"The glass is

half empty."

The Market-

ing Consult-

ant says,

"Your glass

needs re-

sizing."

Page 9 Magma

DID U KNOW ? DID U KNOW ?

More than $500 billion a year is spent on advertising worldwide

Though the commercial “1984,” which

launched the Apple Macintosh comput-

er, ran just one time on American tele-

vision, during the Super Bowl, it has

had a lasting impact on advertising. Di-

rected by Ridley Scott, the commercial

was the first example of “event market-

ing,” or when a promotion deserves as

much coverage as the product itself .

Page 10 Magma

QUIZQUIZ--ZONEZONE

1. Which place is Amitabh Bachchan talking about in the latest edition of Marblitz?

2. How many job opportunities did tourism industry generate in Jammu & Kashmir?

3. Name the movie nominated as India’s entry for next year’s Oscars in the foreign lan-

guage category.

4. Who won the latest Asia Cup hockey tournament?

5. Who is India’s new Foreign Secretary?

6. Puma has tied up with which brand for their co-branded accessory collection?

7. Name the sponsors for the Spotlight event at Simerations ’13.

8. Which was the first brand endorsement by Sachin Tendulkar?

9. Name the venue for Sachin’s last First Class Cricket match.

Answer the above quiz. The first 5 people with all correct answers would be featured in this section of the next month’s edition of Mag-ma as the ‘SIMSREE Stars of the Month’. All the best!

Hint: Refer to current version of Magma & Marblitz

Mail your answers with your Name to:

buzzmarketingclubsimsree@gmail.com

Page 11 Magma

For the first time this year SIMSREE's Marketing club, BUZZ organized an event in Simerations ’13 called Filmark.

As the name suggest the event was an amalgamation of film and marketing. To judge the event we had on board

Mr Sarthakdas Gupta, a documentary film director of "The Great Indian Butterfly" fame, which had won many

awards in various film festivals. The theme of the event revolved around his latest documentary movie ,

"Cutthroat" , a satirical film based on the intense competition happening in a B-School. And on the same lines of

the film, we saw a competition amongst participants who were eyeing the price of having an internship under the

film director himself for marketing the film. The event was a huge success with participation from some of the B -

schools of the country.

175 teams from 61 colleges participated in the competition and the winners were,

1. The TEKs, K J Somaiya Institute of Management Studies and Research

2. Aetos Dios 2.0, SIES College of Management Studies

3. Aetos dios, SIES College of Management Studies.

FILMARK @ SIMERATIONS ’13FILMARK @ SIMERATIONS ’13

Edited By- Aniket Ovhal and Ketan PatilAniket Ovhal and Ketan Patil

BUZZ , THE MARKETING BUZZ , THE MARKETING

CLUB CLUB

SIMSREE,

B-Road,

Churchgate,

Mumbai 400 020,

The SIMSREE Marketing Club, formally christened as “BUZZ”, is the brainchild of the marketing

enthusiasts of SIMSREE. The club publishes a monthly newsletter - MAGMA - which includes all

the latest marketing news, important events and introduces emerging marketing concepts

while also explaining the tried and tested ones. We also publish a video marketing magazine -

MARBLITZ. This innovative magazine grabs people's interest quickly and imparts knowledge in

an entertaining way. The club also has its own dedicated Facebook page which covers the lat-

est happenings around the marketing and advertising world while also provides meaningful

insights into the same. The forum organizes workshops and seminars for the students in dif-

ferent areas of marketing.

Find us @

Facebook : www.facebook.com/BUZZmarketingclub

E-Mail : buzzmarketingclubsimsree@gmail.com

Dinesh Kore

Harsha Dhamnaskar

Jainam Shah

Kunal Deshmukh

Rohan Donde

Sushil Chandanshive

Tarang Nagar

Vivek Wadhwa

Ajendra Patil

Aniket Ovhal

Girish Sapra

Jyothis Mohan

Ketan Patil

Liston Maprayil

Tushar Charde

BUZZ TEAM

Page 12 Magma