Mark Avenue A M ONTHLY M AGAZINE F ROM MERCUR i Also On-Air TVC Collection Mar„Quiz‟, Trivia, & Article Writing Competition Inside E-myth – More bang for every buck! All’s fair War of the Brands ? i The true marketer OCTOBER 2011
Mar 28, 2016
Mark AvenueA MONTHLY MAGAZINE FROM MERCURi
Also
On-Air TVC CollectionMar„Quiz‟, Trivia, &Article Writing Competition
Inside
E-myth – More bang for
every buck!
All’s fair
War of the Brands
?
i
The true marketer
OCTOBER 2011
Mark AvenueMercur-I Team
Nikhil Gupta
Kiran Krishnan
Srinath Akula
Harish Kumar Raju
Shashank K Verma
Ankita Aggarwal
Bhavna Sharma
Buchalli Varun
Deepak Sudhakar
Patala Joy Daniel
Preeti Gupta
EDITORS (Oct Edition) Ankita Aggarwal
Deepak Sudhakar
IN THE NEWS Srinath Akula
Patala Joy Daniel
EMERGING TRENDS Kiran K Krishnan
PERSPECTIVE Harish Kumar Raju
FRESH ON TV Srinath Akula
Preeti Gupta
Joy Daniel
ARTICLE Preeti Gupta
DESIGNER Srinath Akula
The Team (from L to R): Deepak Sudhakar, Nikhil Gupta, Ankita Aggarwal, Srinath Akula, Bhavna Sharma,
Harish Kumar Raju, Preeti Gupta, Kiran Krishnan, Patala Joy Daniel, Shashank Kumar Verma, Buchalli Varun
COVER STORY
Bhavna SharmaPERSPECTIVE
ARTICLE Buchalli Varun
Ankita Aggarwal
Deepak Sudhakar
INSIDE
War of the BrandsBy Ankita Aggarwal & Deepak Sudhakar
COVER STORY14
Old Marketing tactics: It‘s time to Move On?By Harish Kumar Raju
PERSPECTIVE23
They who drink beer will think
beerBy Kiran K Krishnan
EMERGING TRENDS05
ShahRukh Khan: The true marketer without an MBA?By Srinath Akula
IN THE NEWS08
Compilation of ‗On Air‘ TVCsBy Patala Joy Daniel, Preeti Gupta, Srinath
Akula
FRESH ON TV24
The Lokpal Bill MovementThe Marketing PerspectiveBy Patala Joy Daniel
IN THE NEWS13
Festival MarketingBy Preeti Gupta
ARTICLE07
Know Your Customers…By Bhavna Sharma
PERSPECTIVE12
Marketing Quiz
MAR‗QUIZ‘20
You don‘t want to miss these
TRIVIA25
E-myth – More bang for every
buck!By Buchalli Varun
ARTICLE19
You jargon, I jargon, we
all jargon….By Bhavna Sharma
JARGON10
From the EditorDear Reader,
This magazine marks the transition of Mark Avenue from an internal newsletter to a magazine. Mercur-I,
the Marketing Club of IIM Indore, strives to bring the best-in-class articles for you which we hope you
will definitely enjoy reading. The articles have been chosen to be contemporary, novel and relevant to the
world we have built around ourselves in these B-Schools.
Coke vs Pepsi, Nike vs Adidas, Cadbury vs Nestle and HUL vs PnG are some of the rivalries we are all
well aware of. In this month‘s cover story we look at how these rivalries evolved over the years and
analyze whether they will be able to sustain their competition. Diwali, the festival of lights is right around
the corner and customers are willing to loosen their purse strings. Through the article ‗Festival Marketing‘
we look at how companies advertise and try and increase their sales. Shah Rukh Khan is not only famous
for his acting skills but also for his marketing ability. A look at his advertising campaign of Ra.One shows
how he has successfully turned into an effective marketer.
The alcohol industry is definitely one we are all interested in. Fosters entry into the strong beer segment in
India provides a new variety for beer lovers. We use jargons every day. But are we aware of what the
jargons really mean? Well you can find out by going through the ―You jargon, I jargon, we all jargon….‖
article. Have old marketing tactics really become obsolete? A more closer look shows that old marketing
tactics can be combined with new tactics to come up with a more integrated marketing campaign. Also
read about E-myth, the strategy which was key behind major marketing successes of McDonalds and Wal-
Mart.
Can you remember when did you watch the TV last time? We know! In the middle of such a hectic
schedule in B-Schools that is a rare phenomenon. That‘s why we brought a collection of the latest TVCs
which are currently being aired. Also have a crack at the Mar‘Quiz and enjoy reading some interesting
marketing trivia.
Happy Reading.
Ankita and Deepak
SEPTEMBER 2011 MARK AVENUE5
ABMiller, the second largest brewer in the
country recently announced the brand extension
of its iconic Australian brand Foster‘s titled
Foster‘s strong in the strong beer segment. This
aggressive move is looked upon as an attempt to
give strong competition to its main competitor in
India; the Vijay Mallya promoted United
Breweries. Certainly good news for all
beer enthusiasts, isn‘t it? Let us see how
the beer drinking habits of Indians
have evolved over time.
Pale ale is one of the styles in which beer is made
by adopting warm fermentation and pale malt.
Currently, there are 2 distinct segments in the
beer market, the mild (contains around 5%
alcohol) and the strong (6-8% alcohol)
• Industry stats show that beer market has
grown at 10% CAGR over the last 3 years
and is expected to grow at 10.5% in which
the strong segment is expected to show a
higher CAGR of 11-12%. Indians are
guzzling a lot of beer indeed! So what are the
underlying demographic and psychographic
growth drivers behind this strong market
sentiment? Here are a few:
• Increasing influence of western culture and
related lifestyle changes
• The swelling middle class and demographic
shift towards the younger age group
• ―Premiumization‖ trends observed in general.
All the strong brands are selling at a premium
than the mild segment
• Socio-cultural value changes and increasing
women involvement in the workforce. (Yes,
the industry trends show significant increase
in the population of women drinking beer!)
• Greater international travel opportunities
available to the Indians
• Retail developments in the metros (where
wine/beer is being sold under govt license)
One interesting insight is that strong beer is
considered as a cheap alternative to spirits in
India whereas in the other countries it is
considered as equivalent to a soft drink. Also,
strong beer offers a strong ―value for money‖
proposition as the consumers are price sensitive
and needs more kick than taste, especially in the
rural or mini-metro markets where 80% of the
beer sales happen.
Coming back to the context of players in the
Indian beer market, the industry have already
gone through an era of consolidation and is
currently dominated by two of the heavy weights,
UB & SABMiller. Kingfisher(KF) from UB is the
most popular brand with leading market share.
Such is the brand equity that the UB group have
safely extended the brand to its airlines and life
style TV channel (Goodtimes) with the same brand
“They who drink beer will think beer”
by Kiran K Krishnan
S
Beer was introduced
in India (well no
prize for guessing
that) by the British
who eventually set
up a brewery to
produce Asia‘s first
beer-a pale ale
called Lion.
Emerging
Trends
positioning of ―The king of good times‖.
Promoting KF was relatively a ball game for
the group because of its long term existence.
During the 1990‘s, when the Indian govt
banned advertising of the alcoholic beverages,
KF was the safest brand due to its well
established brand equity.
Currently, they are doing surrogate advertising
and is constantly seen sponsoring events in the
sports, music and fashion arena which goes
well the brand personality!
Carlsberg India, a unit of Denmark-based
Carlsberg Group was another company who
recently launched Carlsberg Elephant' in the
Indian market. The key strategy is to develop
the super-premium strong beer category in the
market by commanding price premium of 40%
(currently priced at 100-125 INR) for a 650ml
bottle. This aggressive decision is also a
reflection after the launch of the Tuborg Strong
innovation which avoids the use of an opener,
this feature was extremely popular with the
beer lovers! Also, the company was successful
in interweaving the core elements of the
Tuborg brand (Music & Fun) in to the Tuborg
strong brand as well.
The company addressed the marketing
challenge by engaging the consumers at the
Point of influence and other touch points
through their 360 degree branding initiative.
The primary TG of this premium segment
would be ―an evolved consumer – a social
drinker, affluent, discerning and contemporary,
one who appreciates refined things in life and
seek luxury experiences‖
SABMiller is also not new to innovation path
and segment creation strategy. They were the
first brewer to launch India‘s first stout beer-
the Haywards Black. After testing the market
and declaring it a success, now they launch
Foster‘s strong and Miller Highlife in India.
They also launched Foster‘s in PET bottles
(another Indianization move) in Maharashtra.
Foster's Strong is the second made-for-India
product within SABMiller‘s' portfolio after
malt beer Indus Pride was launched in 2008.
Another relatively newer player, Budweiser
has launched its music property "Budweiser
Clubbing" in India. Budweiser Clubbing will
bring eight to 10 world-class DJs to India
every year. They are also the official sponsors
for FIFA and EPL. They are also exploring
associations in the music and fashion industry.
For the Indian beer lover, its choices aplenty
now and guess the symbol
“A fine beer may be judged with only one sip,
but it's better to be thoroughly sure.”- Czech
proverb
SEPTEMBER 2011 MARK AVENUE
The author is a PGP2 participant at IIM Indore.
You can reach him at [email protected]
6
in 2010 which was a
resounding success which
showed growth rates of
23% y.o.y. The claim to
fame for the Tuborg brand
was the ―Pull-Up Cap‖.
Once again, a simple
of prosperity, the
traditional Indian
potbelly (beer belly) is
here to stay! Cheers!
And hey, remember…
SEPTEMBER 2011 MARK AVENUE7
Greetings everyone! A very happy Durga Puja,
Dusshera and Deepawali! These festivals bring
with them light, happiness, and... a whole gamut
of shopping discounts! Rejoice Shopaholics, for,
it‘s our time! It is at this time that the best
schemes are offered, when we get a discount or a
free gifts hamper on almost everything- electronic
goods, apparel, personal care products, hotel
accommodations, entertainment- everything!
Why does festive season attract so many
marketing initiatives? It is because the customers
are willing to spend at this time. They are in a
mood to splurge. After sweating throughout the
year, it is their time to spend that hard earned
money. Even internationally, Christmas carnivals
and New Year bonanzas sweep the markets. Of
course, we Indians have another dimension
attached to it- buying on occasions like Dhanteras,
Navratri, Akshaya Tritiya etc is considered
auspicious. The product or service providers try to
capitalise on this sudden spike in demand.
During this time, people indulge in low
involvement purchases; they stroll into a shop
with their family and friends, and buy on the spur
of the moment. Thus, the more attractive the
marketing, the better it is for the seller. The
customer is here to spend: it‘s just a question of
which product/service will he fall for? Thus, we
see competing brands straddling out their stuff
with unbelievable offers. Recent examples in
India being the ‗Samsung Smart Utsav‘, wherein
the company offered gifts worth Rs 150 crore,
eyeing a growth of over 30%. Other companies
like LG Electronics, Panasonic, Whirlpool and
Haier are also spending heavily on their
promotion drives in India.
That‘s one side of the coin. But do festivals
require marketing too? Yes, they do. In fact many
advertising firms are thriving on this- Festivals
and Events Marketing. Events like food and wine
festivals, film festivals, music concerts, annual
fairs, etc need marketing to become a success, and
they take the help of Digital PR, traditional
instruments of publicity like print, television and
radio and some non-traditional methods like street
promotion. Whether it is Dandiya night, or a
carnival, or the Cannes Film Festival, every event
needs branding. A marketer needs to take
advantage of qualities of the event like location,
competition, weather, cost, and entertainment.
It is not uncommon to see companies sponsoring
major festivals as these festivals provide an
opportunity to impact thousands of consumers a
day. Since festivals see a huge turnout, it is ideal
of 50,000 from nearby villages.
Thus we see that festivals provide a huge
opportunity to not only sell, but to research as
well. And we thought festivals were all about
carefree fun!
The author is a PGP1 participant at IIM Indore.
You can reach her at [email protected]
Festival MarketingBy Preeti Gupta
ideal for surveys too.
IIM Indore itself
conducts Utsaha, a
rural marketing
research fest during
the Kartik Purnima
Mela with a footfall of
Article
In the News
t all started during the fierce battle between
the current world champion in cricket and the
then reigning and defending world champion.
A 30-second trailer of Ra.One was unveiled in
ESPN Star during the World cup quarter-final
match between India and Australia on 24th
March. The Bollywood baadshah could
convince ESPN star to release a 10 second
teaser for his fans on twitter the day before.
With that he put smiles on the ‗sensation news‘
craving media and news portals. ‗The
Financial Express‘ went on discussing about
the recent historical analysis of Shahrukh
Khan and the director Anubhav Sinha in the
usual way it tries to influence the market
sentiment with the detailed analysis of stocks
and shares.
Since then, the actor has been unveiling
marketing tie-ups galore for the film with
brands like Sony PlayStation, Nerolac,
Western Union Money Transfer, Nokia, Linc
pens, Horlicks, Cinthol, UTV Indiagames and
YouTube amongst others. A couple of months
back, Sony PlayStation launched a video game
with the name Ra.One for platforms PS2 and
PS3. Recently, Western Union partnered with
the movie and will be launching a million-
dollar global mass-media campaign. The
global mass media campaign collaboration is
the first of its kind between a s
Bollywood film and a global s
company.
Our marketer is pretty familiar with the latest
explosion of social media marketing too. The
actor has partnered with YouTube wherein
exclusive movie content will be revealed. The
Ra.One channel is the first customized channel
to be released for a Bollywood movie on
YouTube in India. The channel will have
videos of behind the scenes shots, uncut
footage of the star cats, and videos of the
Ra.One premiere and red carpet events
planned in London. Shahrukh Khan will also
be among one of the first Indian celebrities to
be on Google+ platform to engage his fans. He
will interact with the fans through video chats.
Also Ra.One has been the first movie website
in the Bollywood Industry to hit the highest
Alexa India Rankings. The movie is in the first
5000 most visited websites. (Precisely: 3,588)
and is Globally ranked at 76,662 as on 23rd
September, 2011.
SRK also recently introduced McDonald's
happy meals containing a Ra.One robot
by Srinath Akula
I
SEPTEMBER 2011 MARK AVENUE8
ShahRukh Khan: The true marketer without an MBA?
SEPTEMBER 2011 MARK AVENUE9
miniature toy – G.One. Kids who are lucky to get
a special coupon will be entitled to meet King
Khan himself. Red Chillies will also soon be
launching G.One an online store on the film's
official website, which be selling merchandises
related to the film. Products include pencil box,
piggy banks, lunch box, notebooks, limited
edition toys, sippers etc. Cinthol is set to launch
special edition deodorant cans which will have a
picture of Shahrukh Khan as his character G.One
with a special edition fragrance.
Shahrukh also doesn‘t want to limit his target
audience to sci-fi frantic or action movie lovers.
He said ―the movie will teach kids to love their
fathers‖. He also tried to capture the pulse of
‗Indian‘ in every Indian by saying ―We are the
largest movie producing nation and we should
have our own superheroes. Why should they
come from America? We need to make Harry
Potter, Batman and Superman‖.
It hasn‘t ended there. Nokia tied up with Ra.One
to promote the launch of its three new models
Nokia 700, 701, and 600 equipped with Near
Field Communication (NFC) on Symbian Belle.
Nokia plans to launch a range of pioneering
initiatives around the movie including giving
consumers an opportunity to watch the movie
one day ahead of its global release. The King
khan said ―There is great synergy between
Ra.One and Symbian Belle as they both represent
technology of the next level. I am delighted that
Ra.One will be the first movie in the country to
be marketed through NFC‖. It is informed that
SRK is also planning tie-ups with several
Formula One teams to sport Ra.One logos at the
upcoming Noida Grand Prix.
Approx INR 40 crore is the estimated total
budget shelled out for Ra.One‘s marketing, in
which INR 15 crore is for online promotions. The
promotion of this film is similar to the way
Hollywood producers promote their films. Most
Bollywood films with big stars typically start
their marketing around eight weeks before
release. But for Ra.One it started in January.
Marketing is not a completely new affair for the
King Khan. He has been marketing his films
since long. He himself went on speaking about
marketing his films. In the interview he said,
―I‟m the God of marketing. I have taught
marketing to the film industry. I endorse umpteen
products, but then I thought why don‟t I endorse
my own product, my film.” He even explained the
marketing concept in very simple words, which
you don‘t want to miss.
http://www.youtube.com/watch?v=72eqfZrcbqs
Though marketing is not new for SRK, he has
taken marketing to a whole new level with the
film Ra.One
The author is a PGP2 participant at IIM Indore.
You can reach him at [email protected]
Jargon
ectures on Business communication might
tell you otherwise but fresh out of summer
placement season, you might think that using the
latest buzzwords of the market is the for-sure
way of ―faking‖ through an interview. So before
you go about shooting these jargons out, here‘s a
check to see how well you really understand
them. Answer them all to push your globe
quotient up a notch!!!
Advertorial
Its an Ad, its an editorial…..it‟s….
ATL & BTL
Whose line is it anyway….
awareness of goods or services, e.g. television
and radio, posters and press.
Bells and whistles
Cold call
Hullo? Hullo? Have a nice day!!
The process of contacting a person (known as
Demand Spillover
Because gossip spreads like wildfire
Cherry Picking
“Bargaining is my birthright and I shall have it”
You jargon, I jargon, we all jargon….
by Bhavna Sharma
L
SEPTEMBER 2011 MARK AVENUE10
A paid advertisement
that is designed in such
as manner that it gives
the impression of being
an editorial rather than
advertisement.
ATL (or above the
line)is used to describe
'traditional' marketing
activities that do not
require a direct response
but instead build
BTL (or below the line)
applies to marketing that
carries a response mechanism.
This includes coupons, DRTV
and telemarketing (verbal
responses).
When your product just
doesn‘t ‗cut it‘, you add these
non-essentials to make it more
appealing
a prospect) that has no
prior relationship with
you, e.g. a
telemarketing bureau
calling from a
previously uncontacted
database.
Sale of product or
brand in one country
market leads to
generation of demand
in another country
The practice of going from
store to store looking for the
most competitive prices,
characteristic of a price
conscious consumer
The author is a PGP1 participant at IIM Indore.
You can reach her at [email protected]
SEPTEMBER 2011 MARK AVENUE11
In general any company launches a new product
with the hope that it becomes a hit with the
customers and its sales increase. But was this the
only reason for the launch of The Yamaha
VMAX? We try to delve into it through this
article. Yamaha Motors, a Japanese company
entered in India in 1980s and through the
acquisition of Escorts Motors Private Limited in
1999 cemented its place in the market. It forayed
into the market with Yamaha RX100 and RX135
in the mid-nineties. Everything was going well
until a government regulation came that banned
2-stroke bikes and Yamaha had to pull out its
bikes from the market. Later it came up with
many new models but they were not highly
successful despite the fact that the engines of
theses bikes were among the best in the business.
Several reasons why these models were not that
successful may be choice of marketing,
inefficient operations strategy, lack of imported
raw materials from Japan etc. This was seen in
the case of Yamaha Enticer whose parts were
from Japan. This model got many orders in India
but due to less production in comparison to
demand and inadequate raw materials it lost out
to Bajaj Auto Limited‘s Avenger. Yamaha‘s niche
in Japan is in racing bikes (high-premium
segment) due to its high engine capacity. It
realized that Indian market is viable for sports
bikes and has shifted its focus from the lower end
segments to the high-premium segment (from
utility to luxury). Its aim is to provide its
customers the full range of its engineering
marvels that make Yamaha the company that it is.
With the disposable income here rising and the
number of millionaires increasing day by day it is
sure to find prospective customers. It saw an
opportunity and grabbed it hands down.
Now, the task ahead of the company was to
change its brand‘s position from lower-end bike
maker to a high-end youth oriented one. The
company launched its legendary flagship muscle
bike VMAX with the help of brand ambassador
John Abraham for a whopping 20 laces(ex-
showroom New Delhi).Its powerful but sleek
design and a 4-stroke engine(maximum power-
147.2 kW-200PS @9000 rpm, displacement-
1679 cc) awed customers who thronged
showrooms to catch its glimpse.
Yukimine Tsuji, CEO, Yamaha Motor Pvt Ltd
said, ―We are constantly shifting gears to
transform the market from utility to pleasure and
lifestyle. With the launch of the all new VMAX,
Yamaha brings a new credo for the bikers in
India. Today, Yamaha is offering innovative
designs, sporty looks and premium features
across models as part of its strategy to give
consumers a new thrill in biking. The limited
edition of high demand model Fazer & FZ series
is in line with this strategy.‖
The bike maker‘s motive here does not seem to
be sale of many units and wanted those who buy
it to feel exclusive (it target was to sell 25
VMAX bikes. It received 8 bookings till
2009).This is one step in attaining its goal of 10%
market share by 2012 in India. Yamaha VMAX
was thus introduced in the Indian Market(there
are not many competitors in this segment as of
now) to entice the customers and route the
demand to the other racing bikes like R15, the
YZ series, MT01 etc. The price tag of Rs. 21 lakh
is being encashed by gaining customer attention
and displaying its cutting edge engine and chassis
technology.
(Article written after the summer internship in
India Yamaha Motors).
YAMAHA VMAX – A PRODUCT OR A STRATEGY ??
by Nitesh Kumar Gupta
IIM Kozhikode
Winners
Perspective
itting in a marketing class, the importance
of market research will be hammered into you.
―Market Research is the first step to
marketing‖, they say. So what comes to mind
when we think of market research- Surveying,
sample space, dipstick study, questionnaires,
and the usual. But we did come across one
remarkable concept in Kotler, our bible!! And
that is, latent demand- a strong need that isn‘t
fulfilled by any existing product.
The marketplace is abundant with examples
where inventors made millions out of a very
simple idea that was bang-on with what
consumers needed. Take the example of the
coffee sleeve. Every day millions of
Americans take coffee at the nearest Starbucks
on their way to work. And we all like our
morning coffee hot. Interestingly, it took an
unfortunate accident for one Jay Sorenson to
hands from getting burnt. What‘s more, the
coffee houses saved millions as they needn‘t
double-cup and they generated revenues from
the advertisements that could be carried on
these sleeves. The brilliant businessman got
his invention patented in 1993 and what started
out as $15,000 Company is now reaping
revenues to the tune of $12-15 million (2003).
If you‘re a Tom Cruise fan like me, you would
recall his rocky ride to success in his critically
acclaimed movie, cocktail. What I picked up
from the movie was his very interesting take
on the cocktail umbrella- an essentially
frivolous embellishment that is more or less a
hygiene factor for every bar now. So if you are
a budding booze entrepreneur, if that‘s a term,
you might want to loosen your purse strings
for these cocktail umbrellas.
Moving onto the holiday season when
countless Halloween, Christmas and New Year
themed thingamajigs, each more futile than the
previous take up the shelves. The craziest ideas
become a fad, think the pet rock, the ‗Furby‘,
the crazy straws, the plastic wishbones and
many more. I think if people would line
The point I am trying to make is the rationale
behind market research. The industry is abuzz
with the term but how effectively is it done?
You got the bigshot syndicate research firms
claiming they know all there is to know about
the market. But when instances of variations
between two biggies in the Indian playfield-
IMRB and AC Nielsen emerge, one wonders.
While common people manage to get it just
right and make ridiculous amount of moolah,
are marketers spending serious money on
market research for nothing? Does it all boil
down to this, that market research is all a
ballgame of common sense?
SEPTEMBER 2011 MARK AVENUE12
Know Your Customers…by Bhavna Sharma
S
invent a coffee
sleeve- a cylindrical
sleeve made of
textured paperboard
that fits tightly
around the handle-
less paper cups and
protects the drinker‘s
The author is a PGP1 participant at IIM Indore.
You can reach her at [email protected]
outside stores to buy
something as inanimate
as a rock with googly
eyes glued to it, then
they‘ll buy just about
anything.
SEPTEMBER 2011 MARK AVENUE13
n 29th September Anna Hazare, the 73 year
old social worker dubbed to be the Mahatma
Gandhi of 21st century entered the blogosphere
and twitter thanks to a successful online
marketing campaign. His Facebook page on
‗India Against Corruption‘ has more than
5,00,000 likes with above 30,000 people talking
about it daily. It was an inevitable move as the
online medium had provided him and the ‗I am
Anna Hazare‘ campaign enormous support for
marketing their goals. Let us look at their journey
The basic essence in marketing political
ideologies is to possess a genuine idea that would
do good to the majority and also to convey this
idea in a way that would add credibility to the
people behind the idea. In a country like India it is
very difficult to create this credibility especially
in politics as there is a lot of dirt associated with
the profession. Amidst such a scenario it is
amazing how Anna Hazare and his team achieved
such success irrespective of attempts made by
government to tarnish their image. One reason for
their huge success is the use of online media to
keep their supporters connected. They have also
made attempts to spread awareness of their
struggle and attract others. One example is the
photo comparing Arvind Kejriwal and Rahul
Gandhi on ‗who was worthy of becoming the
future leader of the nation‘ which became viral on
Facebook. The same can be said about the speech
given by Arvind Kejriwal at IIT Madras. The
amazing thing about this campaign was that
online activity got similar response offline with
people voluntarily participating in walks and
dharnas both in India and abroad. The success of
a similar marketing campaign in Northern Africa
and Middle East had instilled confidence in
people.
Marketers can learn many lessons from this
campaign. The whole campaign served as a great
commercial platform. The ‗Gandhi topis‘ which
became a fashion statement sold like hot cakes
during the campaign. There was also constant
involvement of people through candle light
marches, peaceful rallies and mass fasting. The
campaign also featured innovative ways of
involving people by requesting them to give
missed calls as a sign of their support for the
movement. This was a clever move as the
campaigners had realised people realised it to be
style statement and morally right to be part of the
movement. They encouraged people to change
their display pictures to that of Anna Hazare
which was a runaway hit. The ultimate result was
that it created a spiralling effect like a nuclear
fission reaction. Lastly and most importantly the
World press and especially the Indian media
provided unending support for the movement
which was a big positive. In the first two weeks of
August almost 80% time of the top 10 news
channels featured shows on Anna Hazare.
Definitely Anna and his team have won the first
round of the battle. In fact the success of this
victory is evident by the aggressive steps being
taken by them. It would be interesting to see how
far they would go in getting their ideas totally
implemented.
The author is a PGP1 participant at IIM Indore.
You can reach him at [email protected]
The Lokpal Bill Movementby Patala Joy Daniel
O
In the News
Cover Story
War of the Brands“Rivalry adds so much to the charms of one's conquests”
by Ankita Aggarwal & Deepak Sudhakar
ivalry is not restricted to only sports or
siblings! There are some brands which have
been rivals for a long time now. This article
lists out few of the epic rivalries between such
brands. By no means an exhaustive list, this
article focuses on only a few chosen brands
and their categories.
Nestle vs Cadbury„Forget love…I‟d rather fall in chocolate!!‟
‗Pehli Tareekh‘ advertising warfare.
These chocolate brands have been competing
neck and neck over market share, but never
had they locked horns in the advertising
industry before the ‗Pehli Tareek‘ spoof.
Though Cadbury is undoubtedly the market
leader in the Rs. 4000-crore branded
chocolate sector in India, Nestle is not far
behind. Even though brands like Amul and
Campco tried to break into the market, Nestle
is the only real competition that Cadbury
faces in the long run as the market leader.
The giants have always kept the audience
engaged with their communication and
advertising strategies. While Cadbury
promotes Dairy Milk as ‗Khane ke baad kuch
meetha ho jaye‘, Nestle urges the audience to
take a Kitkat break from their busy lives –
‗Zindagi shayad apko kuch haseen dikha de‘
creative director of O&M told the press that
this was clearly an instance of how ―some
companies try to attract attention by riding
on the market leader‘s advertising‖. He also
added, ―In principle, this is not wrong. But
one should be able to pull off a spoof like
this with finesse and style. In my opinion,
Nestlé‘s ad did not succeed.‖
Goodwill Warfare
After its unsuccessful attempts at diluting the
R
SEPTEMBER 2011 MARK AVENUE14
Which chocolate though, is
the major question here.
Feud in the food industry
has always kept the
consumers perennially
interested. First, Pepsi and
Coke, and now the biggest
chocolate confectionaries of
the world. The battlefield is
fast becoming accustomed
to the tussle between
Cadbury and Nestle, after the
Advertising Warfare
Cadbury launched its ‗Aaj Pehli
Tareekh Hai‘ campaign in 2009,
signifying the celebratory moods
on receiving the month‘s salary,
which is usually on the first of
every month. Soon after, Nestle
aired its Munch ad with the
tagline ‗Sirf Pehli Tarikh Ko
Nahin, Kabhi Bi Kha Sakte
Hain‘. There was no reaction
from Cadbury, and the national
SEPTEMBER 2011 MARK AVENUE15
brand positioning of Cadbury, Nestle tried to grab
eyeballs in the ‗non-print-and-television-
advertising‘ sector. In July 2010, Nestle attracted
a lot of goodwill by becoming one amongst the
first seven companies that pledged to promote
healthy dietary habits among children to
accomplish which they wouldn‘t advertise their
food and beverage products for children below
12 years of age. Cadbury lagged behind in this
initiative, and joined this group a year later.
New entrants
reason why we often see Mars Bars, Bounties,
Snickers adorn the shelves of our neighbourhood
store, along with Dairy Milk and Kitkat. A
number of International brands like Toblerone,
Galaxy, Lindt, Godiva are also becoming hot
favourites among the Indian youth. Cadbury and
Nestle may not remain the only major players in
the industry for long.
HUL vs P&G
“Mirror on the wall, who is the Whitest of them all?”
Yes, you guessed it right. This best describes the
age-old war between HUL‘s Rin and P&G‘s Tide
washing powders. In fact, when it comes to
blatant comparative advertising campaigns and
subsequent legal feuds, the multinational
companies, Hindustan Unilever Limited (HUL)
and Procter and Gamble (P&G) top the charts. Be
it their washing powder brands, or their shampoo
brands, both are lashing out at each other
mercilessly without stopping for breath.
Tide vs Rin
It all started with HUL launching Rin ad
campaign on 26th February 2010 which was a
direct comparison with Tide. In the ad it posed to
be a better detergent-maker, with the tagline ―Rin
offers better whiteness than Tide.‖ without the
usual airbrushing or pixilation to hide the rival
brand‘s name. It very cleverly launched the ad a
day before a long weekend to give it enough
airtime before P&G could move the court.
Though the ad was taken out following P&G‘s
legal actions, it created quite a furore among the
consumers and is still fresh in their minds.
There are a number of speculations and insights
of why HUL did this. Earlier, after an intense
price war between the two FMCG majors, P&G
came up with Tide Naturals which
claimed "whiteness with special fragrance".
Though it was a brand different than the more
expensive Tide, it was perceived the same as tide
‗with lower price and special fragrance‘ by
normal consumers. This made HUL lose its cool
and it responded with a multi-tier attack on its
competitor. HUL challenged the ‗special
fragrance‘ claim of Tide Natural, saying that it
did not contain the fragrances of Chandan and
Lemon, which P&G claimed. Other reasons why
HUL ventured into this was the pressure from
parent company regarding its dropping market
share. Moreover, Tide had neutralized the
‗whiteness factor‘, which was Rin‘s USP. Thus
HUL went all out to prove to its customers ‗Isse
behtar safedi, aur kahan‘
As the focus of modern
India is shifting from
‗mithai‘ to chocolates,
there are a number of
new players entering the
chocolate industry, a
Cover Story
Pantene vs Dove
Think again if you thought that HUL has learnt
its lesson with its infamous Tide vs Rin
campaign. It got succeeded in creating a
standard example for marketers in India to
explain the term ‗Ambush marketing‘. On July
23, 2010, P&G came out with an ad-campaign
including hoardings that said ―A mystery
shampoo that 80% women say is better than
anything else.‖ The management at HUL
found out that P&G planned to reveal the
name of mystery shampoo as Pantene in a
week‘s time (August 1, 2010). HUL moved
quickly and rolled in Ogilvy and Mather for
the execution of the ambush on July 28, 2010
with hoarding that said ―There is no mystery.
Dove is the No.1 shampoo‖. This killed the
surprise element in the P&G teaser for
Pantene.
Nike vs Adidas
“Game on”
and is one of the major competitors in the
category, majority of the market is
undoubtedly dominated by Nike and Adidas.
product durable. Nike on the other hand, was
founded in 1962 by Bill Bowerman, a track &
field coach and Phil Knight, a runner under
Bowerman.
Nike and Adidas have made their mark in
almost all sports. In cricket, Adidas sponsors
national teams like Australia, England and
South Africa while Nike sponsors India. In the
English Premier League, out of the 4 football
giants, Arsenal and Manchester United are
sponsored by Nike while Chelsea and
Liverpool are sponsored by Adidas. In Spain,
the El Classico Real Madrid vs Barcelona is
more like Adidas vs Nike! While in tennis,
Nike has roped in major players like Roger
Federer and Rafael Nadal, in basketball the
entire USA and Canadian NBA clubs are
sponsored by Adidas. These examples are just
a small illustration of how the rivalry between
the brands has been intensified by their
competitive sponsorships.
SEPTEMBER 2011 MARK AVENUE16
When talking about
sportswear, Nike and
Adidas are without a doubt
the two major brands known
to customers all over the
world. While Reebok has a
modest share in the market
Founded in 1924 by Adi
Dassier, Adidas has
faithfully adhered to its
three guiding principles:
produce the best shoe for
the requirements of the
sport, protect the athlete
from injury, and make the
SEPTEMBER 2011 MARK AVENUE17
Lately, in order to maximize their market share,
both Nike and Adidas have placed a great
importance in developing their branding or
marketing strategies on the net through web
appearance and user friendly functionalities. Nike
and Adidas have both utilized e-commerce to
boost their sales and improve their brand image.
Both Nike and Adidas are examples of brands
using local and global concept of targeting. Nike
uses a local approach while global approach is
used by Adidas. Adidas focuses mainly on global
pages, such as Adidas Originals, Adidas Football
and others. However, Nike has only 2 global
pages, Nike and Nike Football and the rest are
local pages.
Through its initiative of being the first to launch
the e-commerce website in 1999, Nike has
managed to anchor the role of the market leader,
while Adidas has since then played the role of
market challenger. Both Adidas's and Nike's
strategy seem to be well ahead of their
competition contributing to their e-commerce
success. No other athletic footwear company has
been able to outshine these two firms when it
comes to e-commerce, at least for now. However,
because of the low entry barriers, high buyer
bargaining power and high competitive rivalry in
the industry, the two giants would need to
continuously innovate in order to maintain their
current market share.
Pepsi vs Coke
“Cola War”
Arguably, Pepsi vs Coke is the biggest and the
oldest brand rivalry of all time. When it comes to
cola wars its always been Coke vs Pepsi.
Currently, global market analysis of the cola
industry shows that Coca Cola typically has a
slight advantage over Pepsi in market share while
in some regions Pepsi is winning the war.
Introduced in the year 1886 and 1903
respectively, Coca-Cola and Pepsi have been
rivals for a very long time. Between Coke vs
Pepsi, nearly everyone has a preference or an
opinion about which one is better. When it comes
to taste some say that Pepsi is sweeter, others feel
that Coke has a crisper flavour so they like it
better. However, Coke vs Pepsi blind taste tests
have proven unsuccessful in determining a clear
cut winner. The results are typically very even,
with about half the votes going to both Pepsi and
Coke. What is interesting to note is that the
voting results are almost always 50/50 split,
however prior to the test significantly more
people will state that prefer Coke. Does this
mean that Coca Cola does a better job marketing
than Pepsi? It almost seems that way.
Marketing and advertising are an integral part of
the cola war between Coke vs Pepsi. Coke targets
values and showcases it‘s much higher
distribution as compared to Pepsi. Presently,
Coke has positioned itself as a ‗happiness ‟drink
(ahem...non-alcoholic happiness!) aimed at the
more mature and sophisticated customer. Over
the years, Coke has used taglines and slogans like
‗thanda matlab coca cola‘, to signify the prevalent
Cover Story
refrigeration of Coke, to ‗piyo sar uthake‘
(drink with pride) and ‗burrrrr‘ the
refreshment drink. Pepsi, on the other hand,
has always positioned itself as a drink for the
youth. With slogans like ‗Yeh hain Youngistan
meri jaan‘, ‗Generation Next‘ and ‗For those
who think young‘ Pepsi has targeted the youth
and teens. Moreover, in India, Pepsi has tried
to attract more customers by continuously
exploiting its association with the Indian
cricket team. For instance, the World Cup
advertising campaign of ‗Change the game‘
has definitely caught the eye of youngsters.
The battle for your cola choice has been going
on for years and it isn‘t about to slow down.
From which one tastes better to whose
television commercials are more entertaining,
almost everyone has an opinion.
Dominos vs Pizza Hut
“Hungry Kya??”
now. Currently, Pizza hut has 134 locations
across India (and 13,000 worldwide) and
Domino's has 149 (8,500 worldwide). If you
stumble across a Pizza Hut outlet you are
bound to find a Dominos outlet right across the
street. While chains like Papa Johns and US
Pizzas have a decent market share, they have
been unable to match the distribution and the
eating experience offered by Pizza Hut and
Dominos.
The two chains have distinguished themselves
by focusing on two totally different aspects:
Pizza Hut focuses more on the dining
experience while Dominos focuses more on its
delivery prowess. Pizza Hut has tried to create
a great ambience for dining with its large and
spacious outlets and variety in the menu.
Moreover, the service provided by Pizza Hut is
undoubtedly much more superior than
provided by Dominos (do not confuse delivery
with service...). However, because of its larger
dining area, Pizza Hut has been unable to
match the number of outlets offered by
Dominos. Dominos, on the other hand, has
brought forth its unique delivery system by
promising hot pizzas right to your doorstep in
only 30 minutes! However, the smaller seating
capacity of the outlets has forced customers to
order Dominos pizzas to their homes rather
than eating at the outlets.
The brand rivalries mentioned above have
lasted for quite some time now. Will there be a
clear cut winner in the end? Only time will
tell. However, one thing is for certain. The
only clear cut winner of the wars presently is
the consumer. Brand wars provide consumers
with a wide variety of products and at highly
far cheaper rates. From a companies
perspective, a close competitor always keeps
you on your toes.
“I‟m sure folks at Coke would say that nothing
contributes as much to the present-day success
of the Coca Cola company than... Pepsi”
SEPTEMBER 2011 MARK AVENUE18
The authors are PGP1 participants at IIM Indore.
You can reach them at [email protected],
When it comes to fast
food pizza, Dominos and
Pizza Hut dominate the
Indian market. The two
pizza chains have been in
India f or about a decade
-Roger Enrico, Former CEO of Pepsi
SEPTEMBER 2011 MARK AVENUE19
t‘s a starry Sunday night in Bengaluru and
Ram wants to take his wife out for dinner. There
are myriad ‗multi-cuisine‘ restaurants in
Bengaluru and hence a lot of clutter in Ram‘s
mind. How does a restaurant break the clutter?
Simple, A marketing blitzkrieg! How does a
marketer measure his marketing ROI and get
more out of every buck? How does he break
away from the age-old paradigm of AIDA and the
4P‘s? Michael Gerber‘s E-myth might offer the
Midas touch. This strategy is the key behind
major marketing successes of McDonalds and
Wal-Mart. E-myth talks of a four-step approach
to efficiently improve your ROI: innovation,
quantification, orchestration, and documentation.
Innovation:
In a highly competitive marketplace the first pre
requisite to survive is the ability to innovate. For
example, Apple has stood out from the crowd
because of its innovative product lines and
marketing strategy.
Let us take the example of our very own
restaurant wars. Every time you enter a restaurant
the first thing you expect to hear is ―A table for
how many people please?‖ One way to innovate
is to ask the maître d'hôtel to enquire whether ―is
it you first time at our restaurant, the Cheese
platter is selling like hot potatoes, would you like
to try them? ―. If the answer were yes, this would
be a perfect way to offer the consumer something
unique and break the clutter. If no then the
attendant would have extended a warm welcome
by saying ―Welcome back, what can we serve you
today?‖ This innovation has to be something that
gives you the ability to move to a greater ROI.
Quantification:
With every new innovation, the results must be
quantified. One essential aspect to be kept in
mind while quantification is to independently
measure all the elements that could have an effect
on your results. For example, it would be unwise
to change the décor of the restaurant when we
would want to measure the effectiveness of the
new sales greeting. It would be prudent to
measure each and every innovation as a separate
discrete entity. Mixing up various innovations
would make accurate quantification a herculean
effort.
Orchestration:
After you innovate, and quantify the results, you
now know what works and what doesn‘t. Then
the process of orchestration starts, one thing to be
kept in mind is to keep innovating in small ways,
quantify the results and systematically roll them
out. If your innovation is successful you could
ask all your branch restaurants to greet your
consumers in the same way and make it a
standard practice. The faster you orchestrate the
better it is for your business. Wal-Mart and Big
Bazaar are masters of implementing something
new at one store, across all their stores and this
has a huge positive impact on their ROI.
Documentation:
The last step of the E-myth process is the
documentation phase. This is the stage where
E-myth – More bang for every buck!by Buchalli Varun
I
Ipad Menu Cards
Article
Mar„Quiz‟
you document a procedure that allows for
consistent implementation of your innovation.
This does not mean creating voluminous
records of everything under the sun.
It should be an easy to use, understandable
handbook of how to implement the innovation.
This four-step process would help any
marketing campaign effectively earn more
bangs for the buck and help the company
grow.
SEPTEMBER 2011 MARK AVENUE20
The author is a PGP1 participant at IIM Indore.
You can reach him at [email protected]
1) Which company launched this concept car in
Geneva Autoshow during March 2011. What is the
name of the concept car? (Clue: Indian Automobile
company)
2) These two companies are the world‘s largest
and second-largest makers of aircraft engines and
world‘s 18th & 19thlargest defence contractors in
the world. Name those.
3) According to business jargon what term is used
to describe
a. A busy selling activity often selling questionable
goods by phone
b. A business model by which a company integrates
both online and offline presences
4) These logos are associated with which
company?
a.
b. c.
5) Name the Brands associated with the following
taglines
a. "Think outside the bun"
b. "The quicker picker-upper‖
6) Name of Pillsbury's mascot?
7) Identify the famous spokesperson
Winners
ndia, with the highest shop density (11
outlets per 1000 people) is referred to as a
nation of shop keepers and organized retail
which has just made an entry has a very small
share. However, it is feared that soon the small
mom-n-pop or kirana stores will disappear
from the landscape of Indian retail and would
be dominated by the WalMarts, Reliance and
Big Bazaars. Management consultancy firm
AT Kearney, which publishes the annual
Global Retail Development Index (GRDI), has
issued a study that reveals that modern retail
constitutes merely 7% of the $435 billion
Indian retail market. Thus, indicating the
strong foothold of the kirana stores.
In spite of the onslaught of the giant
supermarkets, the kirana stores have several
unique selling points which ensure that they
will continue to rule the Indian retail
landscape. They have the advantage of a low
cost structure, location in residential areas and
consumer familiarity because of being deep
rooted in India for the past few centuries while
the large supermarkets need to deal with
higher labour costs, maintenance of bigger
premises, and taxes. The target group of a
Kirana Store is restricted to a particular
locality which will continue to visit that store
for their daily requirements of local products
and small size options to an extent of 10gms
which the giant supermarkets do not stock.
With the increasing petrol prices and
worsening traffic situation, people appreciate a
3000 sq ft store near their house a lot more
than the much advertised, famed and jazzier
one that boasts of 3 lakh sq ft but requires 2
hours of their travel time and that also through
some of the busiest parts of the city.
The beauty of India is its diversity and with
this diversity comes a huge difference in
people‘s consumption patterns. If Gujratis like
a lot of Ghee in their chapatis the Tamilians
would like a lot of sambhar with their idli. The
national chains of supermarkets, even with
their IT systems have not been able to gauge
this. Whereas, a kirana stores know to the dot
as to what their customers want and customize
their stocks according to the particular location
where they are situated.
Today, the marketplace is flooded with new
products. However, a normal household uses
no more than 20 product categories on a
regular basis. Customers are normally running
short on time and do not have the luxury to
spend time traversing the length, width and
altitude of the store if all they want is bread,
milk, Atta, biscuits and tooth paste. Customers
are more aware and can easily figure out that
the supermarkets push their own brands
compared to the national brands because they
make more money over there. The common
thought that runs through their minds is ―What
is the harm in putting them close to the
entrance and make my life easier. I promise
that I‘ll see your entire store at a suitable
time‖. They find it easier to stroll across and
buy whatever they need with no parking
worries
SEPTEMBER 2011 MARK AVENUE21
Mom n Pop Stores Score Over Giant Supermarketsby Sonam Doshi
IGoa Institute of Management
or better they simply order on phone and ask
for home delivery than stand in long queues at
the billing counters
Moreover, a kirana shop‘s location does not
change for many years and storekeeper knows
almost everyone in the family, their likes and
dislikes. They stock items which are otherwise
difficult to find in a supermarket like shampoo
sachets or drain cleaning powders or small
quantity of boiled-sugar sweets. Though he
might not have an IT database or an MIS
system, he clearly knows what his customer
wants. A case in point, me being a 'Hide n
Seek' biscuit lover, had asked my kirana
storewala twice for it. He didn't have it then.
The third time I went, he had it stocked up.
Compare this to a supermarket where they
wouldn't really care for what I wanted. In fact,
when making a monthly shopping list, the
kirana storeowners remind the customers of
anything that may be missed. Such small
personal touches can make a big difference in
customer preferences for kirana stores. While
these kiranas are continuously strengthening
their PR skills and nurturing their relationships
with the customers, retail companies are still
struggling to do so because of their less focus
on this aspect. Rarely would one find any staff
even at a store wishing the customers or
interacting with customers.
Another major area where the kirana store
owners rule is by offering credit facility to
their customers. While, on the other hand, even
if customers are found short of one rupee, they
have no choice but to drop the item from the
cart. Customers can easily exchange products
at the kirana store and buy something of the
same value on their next visit. However,
organised retail stores have strict ‗no-return‘
policies which are never compromised.
The major chunk of people who shop for
FMCG products still find it convenient to shop
at stores nearby, as they cannot always
understand the concepts and the world of the
organized sector. It is like comparing Delhi or
Bangalore with a town in Rajasthan or any
other state. Indians generally follow the
JIT(Just in Time) system of cooking. This
means, they buy curd, milk, fruits etc. which
would just last for a day or two. A lot of this is
because of the Indian psyche of not stocking
up much at home. In spite of the fact that
things have improved in terms of penetration
of fridges, generators. However the Indian
psyche hasn't changed much. India has still a
long way to go before her retail industry is
completely organized and we are able to see a
paradigm shift towards acceptance for the
malls and huge shopping centres, especially in
Tier II and Tier III towns. For instance, if a
person from a small town were to visit a huge
mall in the larger cities, it would undoubtedly
awe them with all the wonderful things they
seem to offer but how far would the
acceptance level be to use an elevator every
week for purchase of small stuff which could
be easily bought from the shop next door?
Nevertheless, the macroeconomic landscape
indicates that the domestic retail industry has
immense scope for the modern as well as
traditional retailers to co-exist. Through a
balanced regulatory framework and
competition policy, both the traditional format
and the modern format can continue to grow,
eventually closing the gap between the
organized and unorganized sectors.
SEPTEMBER 2011 MARK AVENUE22
SEPTEMBER 2011 MARK AVENUE23
oday it seems new marketing tactics are being
identified everyday to attract customers.
Facebook‘s ad service, Google‘s AdWords,
website banner ads are seen as the new way to
perform advertising, while more traditional
methods like Direct Mail, Billboards, Print Ads
are neglected.
Why do large organizations or even small
businesses modify their plans? It is because of
competition. They just follow their rivals without
analyzing which type of integrated marketing
campaign will be relevant and useful for their
business. Nowadays people seem prepared to
abandon older marketing methods. Is it a wise
decision? Not always. Older marketing methods
can increase the effectiveness of other marketing
initiatives and contribute to a better, more
integrated marketing campaign. Traditional
methods need to be coupled with newer
marketing initiatives in order to improve each
method‘s strengths and make up for any
weaknesses.
Let‘s take a look at how the new marketing
tactics became relevant to the businesses. The
measurable outputs from these are tracking the
brand performance through peer to peer review &
public forum discussion. Moreover, loyalists of
the brand are helpful in spreading awareness
across their networks. Establishing brand
awareness by reaching audience at relatively
lower cost is the benefit sought by the
organization. Most importantly it helps in
reducing the communication gap between the
brand and the customers.
What about the traditional methods? How can
Direct Mailers, Billboards, Print ads contribute
today? In general, many direct mail companies
narrow the list down to those who would be most
interested in their products or services. The
amount of recipients who respond positively to
the mailer can be tied to engage in social media,
such as Twitter, Facebook or the company blog.
For local businesses, billboard advertising
provides a large customer exposure, particularly
if placed on a busy access road. These billboards,
if designed properly with content & link to social
media, act as an effective marketing campaign. In
print media, the important advantage is catering
to specific target audience where readership is
mostly longstanding and loyal. These are similar
in line with the billboards but magazines have
direct access to the customer space. As we all
know an attractive campaign will capture the eye
of the customer and hence link the content to the
web marketing by any promotional method.
Even though new advertising methods are being
created seemingly every day, the older methods
are not invalidated. The future is going to be the
era of mobile marketing, web marketing, geo-
targeting and others. The advertisers need to
couple traditional marketing with modern
methods to achieve steady and true results. Not to
forget - Integrated marketing campaign with the
right mix is essential in setting the stage for
effective brand building.
Old Marketing tactics: It‟s time to Move On?
by Harish Kumar Raju
T
The author is a PGP2 participant at IIM Indore.
You can reach him at [email protected]
Perspective
Fresh on TV
SEPTEMBER 2011 MARK AVENUE24
Title : WGC Diwali
Agency : BBH India
Date : September 26, 2011
Duration : 60 Seconds
Invest in Gold this Diwali
The World Gold Council, the non-profit association of
the world's leading gold mining companies, promotes
the use of gold. They launched a campaign targeting
customers who spend money during Diwali.
“Contrary to the traditional advertising of jewellery
which speaks to the woman, this TVC targets the men
and prescribes them to invest in Gold. The TVC in a
humorous way aptly conveys that investing in gold is
much more valuable than investing in a depreciating
product like TV.”
It loves you back
Honda launched Brio in compact car segment to
compete with Maruti Swift and WagonR and
Hyundai i10 and i20.
“The TVC invites you to fall in love with your car.
Everyone loves their vehicles, but this is a car which
will love you back. Men are generally possessive of
their cars, but this TVC defines the relationship as a
romantic one where the car cares for you, lets you
explore it, and is faithful to you.”
Product : Honda Brio
Agency : Grey India
Date : September 22, 2011
Duration : 45 Seconds
Product : History Channel
Agency : McCann Erickson
Date : September 30, 2011
Duration : 45 Seconds (3 TVCs)
A+E Networks | TV18, a joint venture between A+E
Networks and TV 18, has launched three TVCs for
their soon-to-be-launched factual entertainment
channel ‗History‘ in India
“Salman Khan has been strategically used to create
an image of action packed with entertainment for the
channel. The common feature of the three TVCs is
the spoofs on the existing shows in this segment
which the channel promises to replace.”
Kuch naya dekho
Srinath Akula,
IIM Indore
Link
Link
Preeti Gupta,
IIM Indore
You can watch these TVCs by clicking on the Link button.
Want to see „your ad review‟ here?? Comment on the TVC‟s in theVideos tab (click on
link). We will select the best review and publish it in
next Edition.
Link
Joy Daniel,
IIM Indore
SEPTEMBER 2011 MARK AVENUE25
1. A retailer was dismayed when a
competitor selling the same type of
product opened next-door to him,
displaying a large sign proclaiming "Best
Deals"
Not long after that, he was horrified to find
yet another competitor move in next door,
on the other side if his store. It's large sign
was even more disturbing—"Lowest
Prices."
After his initial panic, and concern that he
would be driven out of business, he looked
for a way to turn the situation to his
marketing advantage. Finally, an idea
came to him. Next day, he proudly
unveiled a new and huge sign over his
front door. It read,
“Main Entrance!”
2. The Coca-Cola name in China was first
read as ―Ke-kou-ke-la‖, meaning ―Bite the
wax tadpole‖ or ―female horse stuffed with
wax, ―depending on the dialect. Coke then
researched 40,000 characters to find a
phonetic equivalent ―ko-kou-ko-le,‖
translating into ―happiness in the mouth.‖
3. The elephant in the Carlsberg Elephant
brand was inspired by elephant statues that
man the entrance to its Copenhagen
brewery. The Elephant Gate has become a
famous Danish landmark and gives
visitors to the brewery a majestic
welcome.
4. In the 1920s, Adolf (Adi) Dassler, a soft-
spoken sports fanatic who spent hours
working on shoe designs in his workshop,
and Rudolf Dassler, a gregarious salesman,
started a small shoemaking business in the
Bavarian enclave of Herzogenaurach, focusing
primarily on hand-sewn athletic footwear. But
as their business took off, the two brothers
grew increasingly frustrated with each other.
They disagreed on everything from politics,
the future of the company and one another's
choice in wives. After a bomb attack on
Herzogenaurach in 1943, Adi and his wife
climbed into a bomb shelter that Rudolf and
his family were already in. "The dirty bastards
are back again," Adolf said, apparently
referring to the Allied warplanes. Rudolf was
convinced that his brother meant him and his
family. The damage was never repaired. In
1948, the brothers split their business. Adolf
called his company Adidas; Rudolf called his
Ruda before changing to Puma.
6. When Pepsi started marketing its products in
China a few years back, they translated their
slogan, "Pepsi Brings You Back to Life" pretty
literally. The slogan in Chinese really meant,
"Pepsi Brings Your Ancestors Back from the
Grave.―
7. While sitting at your desk, make clockwise
circles with your right foot. While doing this,
draw the number "6" in the air with your right
hand. What direction is your foot going now?
Marketing moral: Focus, focus, focus!
Trivia
SEPTEMBER 2011 MARK AVENUE26
1.TataPixel
2.GeneralElectricandRollsRoyce
3.a)BoilerRoom
b)BricksandClicks
4.a)IBM
b)Knorr
c)Barclays
Mar „Quiz‟ Answers
5.a)TacoBell
b)Bounty
6.Poppin‘Fresh
7.ColonelSanders
500
The best two
articles will win a
cash prize of
each
competition