markezine_aug12

Contents

From the Editorsrsquo Desk 1

An Insight into the mind of an Emotional Marketeer 2

The things that money canrsquot buy 4

Sinus Milieus- A Way Ahead 6

Building Personal Identification with Brands 8

The lsquoErsquo- Connect 10

Mark-e-feed Discovering the Dark knight in YOU 11

Mark-e-feed From dusk of Mass Marketing to dawn of Digital Marketing 13

Mark-toon 15

Mark Roadies 50 16

WOW- Words On Wall 17

From The Editorsrsquo Desk Creating an emotion has now become a thing of the past In to-

dayrsquos whirlwind of consumerism and branding firms realise this

concept They have come to acknowledge it appreciate it and now

draw from it This is what has led us at Club MarkUp to delve into

this aspect of Marketing of identifying with the consumer at such

an intense personal level this August We believe in the current

context the aspirations of the customer if seized will provide any

organization an unparalleled edge That is where Emotional Mar-

keting comes in

Emotional Marketing we believe is an extremely challenging aspect

of Marketing It displays the perfect balance of the human brain or

more so the need for it A highly evolved sense of emotional con-

nect coupled with an equally precise logical aspect is what Emo-

tional Marketing demands

We believed interesting opinions would be supplied and indeed

they were For this we at Club MarkUp are grateful We also hope

that the first edition by the newly inducted 2012-2014 MarkUp

team is well received

Sincerely

Ankit Gupta

Credits

Co-editor Raunak Sancheti Divyanshu Sethi

Design Team Raunak Narang Dhruv Chopra

Content Aadish Kohli Ramya Vasudevan Shubham Gupta

Write to us at markupimtgmailcom

Follow us on

MARKEZINE August 2012

Ankit Gupta

2nd year

PGDM (Marketing)

IMT Ghaziabad

An insight into the mind of an Emotional Marketeer

Gauging the nuisances of customer behaviour

has always been an intriguing exercise The

patterns of complexity that determine any cus-

tomer behaviour are as challenging to predict as

interesting to note As a further subset of the

same a target segment identified and catered by

the marketer requires even a deeper analysis and

an intelligent mapping of psyche with brand sen-

sibility Through a brand a consumer makes

sense of his world

More often than not the success attained in the

above exercise is a function of accuracy in pre-

dicting and leveraging upon the understanding of

the target segmentrsquos psyche When a brand

weaves an emotional story around an offering

(read product or service) it tries to capture one

or more aspirations like fears personality traits

hopes desires and thoughts into the brand com-

munication With a plethora of competing brands

and exponentially increased customer knowledge

(awareness is passeacute) technical and functional util-

ity have become more of a sufficient rather than

necessary conditions

In the landscape of emotional aspects and utility

a multifold scenario can be identified One there

is an inherent weaving of emotions into the sensi-

bility and hence the communication of the brand

Majorly in the sphere of product features and

marketing attributes it is a holistic approach Val-

ue capture is important here Capturing aspira-

tions or lsquoI am or I want torsquo into the crafting of a

luxury car brandrsquos sensibility or weaving Thumbs

uprsquos branding around bravery and adventure with

product attributes like an unconventional not so

sweet taste in sync with the same) can be exam-

ples of this So much so that a thumbs up drinker

has been stereotyped with a particular rough and

tough personality


4 2

Astha Gupta

PGDM

IIM Kozhikode

Another scenario among others includes the

marketing aspects of the product and the experi-

ential aspects only This may include colours

used the look and feel of point of purchase ser-

vice elements in the delivery of products or pro-

vision of services Designing the interiors of a

maternity ward in the shades of pink a premium

lounge in purple or the escalating budgets of vis-

ual merchandising are illustrations of the same

Surf Excelrsquos lsquoDaag Achhe Hainrsquo also plays on the

feeling of freedom and hassle free life These

tactics are dynamic and mostly temporary Con-

stant innovation is prerequisite to sustainable

advantage

All in all the interaction of rational and emotion-

al factors synthesizes the essentials of successful

emotional marketing Until the point where the

brand perception in the minds of customers be-

comes synonymous with its emotional message

the potential still remains untapped

As an extension of my attempt towards a better

understanding of the concept of emotional mar-

keting I will share my experience of making and

building lsquoTitlirsquo It is a brand that aims to bring to-

gether the obscure craftsmen and their skills

through distinct product lines like handmade ac-

cessories and apparel items Having started very

recently the store is located within a cafe in the

campus where I am currently studying IIM Ko-

zhikode As a part of Brand Elements the name

symbolizes freedom and a boundless spirit Addi-

tionally the use of Hindi font gives it an earthy

Indian feel The target segment is the women

who have struggled and grown in their lives the

women who are proud of who they are those

who love to adorn themselves with handmade

products and are motivated to make a difference

in this world The logo constitutes a lotus with a

butterfly that is ready to fly The logo signifies

the Brand essence which is about having faith in

oneself during the times of struggle drawing

from the famous butterfly story of struggle and

the property of cause and effect associated with

the Lotus (A new lotus blooms where its seeds

fall) The colours of the Logo are red blue and

yellow that are Buddhism colours of victory

peace and glory respectively In the shop con-

structive use of dysfunctional items like broken

fence and trashed iron basket has been made

The shop has been given a lsquoruralrsquo touch with the

final touches of lsquoWarlirsquo designs To emotionally

unite the customers in spirit the brand has been

concocted as a story of humility faith and jour-

ney to oneself

Well I call it Emotional connect


5 3

The Things that Money canrsquot buy

What is it about the daal-chaawal cooked by

your mother that makes it more desirable to

you than even the scrumptious seven course

meal served at the most expensive restaurant

around Is it simply the taste colour smell and

texture Or is it something that transcends the

boundaries of the tangible- easy to realize but

difficult to verbalize

We humans are social animals We cannot sus-

tain in isolation We think about and feel for

others and expect others to think about and

feel for us This interplay of thinking and feel-

ing leads us to enduring inter-personal rela-

tionships which we value These beget specific

behavioral tendencies and responses We call

them emotions

Can we form such relationships with entities

that are inanimate or abstract The answer is a

resounding yes How else would you explain

the warmth you experience within the confines

of your home How else would you explain pat-

riotism- why masses across the length and

breadth of our country laid their lives to realize

the dream of independence

The demand of a market offering is a function

of its perceived value which is the difference

between the perceived benefits and the per-

ceived costs associated with it Benefits and

costs could be physical or psychological When

markets saturate and differentiation plummets

this has significant implications for managers

one- people value relationships and two- the

psychological value that people derive out of

their relationships with other entities can far

outweigh the physical one Emotional Market-

ing could be seen as an approach to marketing

that seeks to explore and exploit these insights

in line with the organizationrsquos marketing objec-

tives

A very potent tool of Emotional Marketing is

the idea of branding Branding is what branding

does- it infuses heart mind and soul into a life-

less inanimate entity Branding is to a market

offering what upbringing is to a child- it is long

term and involves instilling values developing

attitudes and grooming the personality


6 4

Sanket Shah

PGDM

Welingkar Institute of

Management Develop-

ment and Research

(WE School) Mumbai

Over time a brand represents a specific set of

personality traits values and attitudes- as such

it becomes a lsquothinking-feelingrsquo individual in its

own right It connects emotionally and enters

into relationships with many lsquoothersrsquo- consum-

ers suppliers employees owners the society

etc Depending upon compatibility and inherent

motivation

these relation-

ships could be

transient or

enduring The

more enduring

they are the

more value

they represent

- to the brand

and to such

lsquoothersrsquo

For brands a

strong emo-

tional connect

with consum-

ers makes perfect business sense Stronger the

emotional connect more is the perceived value

and more is the price inelasticity of demand

This paves the way for premium pricing Psy-

chological benefits associated with a strong

emotional connect are very hard to reproduce

So they provide the firm with a strong sustain-

able competitive advantage in the market They

increase switching costs for the customer and

increase the entry barriers of the industry

They also increase the firmrsquos bargaining power

while dealing with suppliers and other inter-

mediaries

So with ldquoHum mein hai herordquo Hero Motor Corp

communicates a specific set of values and traits

with the intention of reaching out to markets

which exhibit a compatible set of values and

traits The idea is to build an enduring relation-

ship based on such compatibility which trans-

lates into a lot of psychological value When

Maggi asks its users to share their special lsquoMeri

Maggirsquo mo-

ments it at-

tempts to rein-

force its emo-

tional connect

with them A

ldquoMain Anna

hoonrdquo cap is

about personal

identification

with brand

lsquoAnna Hazarersquo

which epito-

mizes a firm

resolve to up-

root systemic

corruption

Emotional marketing is not only about your

brands and consumers It involves building and

nurturing symbiotic relationships with your

suppliers partners and dealers It also involves

sensitizing your employees with the essence of

your brand so that they too identify with its

values and traits A classic case is that of the

employees of the Taj Mahal Hotel a TATA ven-

ture who staked their lives to ensure the safety

of their guests during the 2611 terror attacks

Truly there are things money canrsquot buy Emo-

tional marketing enables you to provide these

to those who matter to you and your business

7


7 5

Sinus Milieus A way ahead for emotional marketing

Emotions have capability to stimulate mind 3000

times faster than non-emotional stimuli It is no more a secret that the most successful marketing strategies are built on emotions The challenge is to know which emotions to work with that treat target segments into humans who can be better understood amp catered An amazing way to tick your consumer is a technique called Sinus Mi-lieus

Sinus Milieus concept is about understanding per-sonrsquos value amp attitude towards life to find out what emotions to invoke to get through them It is developed by the Sinus Institute Heidelberg Germany It is a result of three decades of social science research The steps towards effective marketing by using concept of Sinus Milieus are as follow

Identify the target group This segmentation is based on an analysis of everyday life within our society Basic values as well as attitudes to work family leisure money and consumption all play a part in the analysis It offers a great way to get familiar with your target group and find out what drives potential customers

Find out what invokes the target group Sinus Milieus help in understanding what the target

group thinks feels and their attitudes to different aspects of life This information can be used to find out what appeals to them The right emo-tions could be picked once their social status and basic values are clear to us Implement your findings Once the set of con-cepts that appeal target segment is defined the marketing campaign should be designed so that it triggers the right emotions The campaign must be right to get the attention amp interest of the tar-get awaken their desire and prompt them to ac-tion Effective campaigns may be advertisement workshop website social networking etc based on Sinus Milieus Test your campaign Even with aggressive re-search there are possibilities of getting it wrong It is very important to test the marketing campaign to double check if you are on the right track The test can be done by inviting a sub set of prospec-tive customer to user tests and finding out their opinions on the concept Once an appealing con-cept is conceptulised it must be tested at the ear-liest so as to rectify and refine the campaign Conclusion Sinus Milieus segment the society based on social status amp values This in turn helps in recognizing emotions that drive the target group The integrated marketing communication should be based on underlying emotional con-cepts which will help in getting consumer more


8 6

Parul Choudhary

PGDM

FMS

Delhi University


9 7

Sinus Milieus Social Status Values Appeal for Emotions

High Social Status

Sovereigns High Social Sta-tus Successful Leadership Posi-tion

Respect both modern amp traditional values

Exclusivity quality leader-ship luxury contentment reliability

Liberal Progres-sives

High or Middle social status So-phisticated Well Educated

Exclusively modern Con-sumer hedonism Self determined

Expertise personal fulfill-ment success fairness

Adaptive Achievers

High or Middle social status Flexible top per-former

Modern Values Interest in global affairsamp new media

Success performance tech-nology ambition achieve-ment

Main stream Sinus Milieus

Old Guard All social status Traditional values Be-lieve in proven way of living instead of new or unfamiliar

Routines honesty familiari-ty accuracy security reliabil-ity

Modern Mid-dle

Middle or low So-cial Status Ambi-tion to be in high social amp profes-sional status

Modern values Consum-er hedonism Post mate-rialism Good at adapting

Possibilities security ambi-tion social advancement harmony

Mavericks Middle or low So-cial Status Ambi-tious young core

Consumer hedonism Post materialism Flexi-ble Challenging

Independence challenge innovation quality security change

Social Underclass

Materialists Lower Class social exclusion

Need for social inclusion anxious about future

Sense of belonging trends security self-confidence popularity

Disenfran-chised

Modern lower Class Donrsquot want to go to higher sta-tus

Modern value Fun Re-fuse to take life seriously

Fun provocation individual-ism extravagance

References httpwwwsinus-institutdeen httpwwwintegralcoatensinusmilieus_intphp

The following table segments the society in various Sinus Milieus based on social status and basic values and consequently to the elements the lsquotickrsquo the target group

Emotional Marketing-

Building personal identification with brands

No one has stated it better than Napoleon Hill

ldquoPeople buy your personality and ideas long before

they buy your products and servicesrdquo The goal of

Emotional Marketing is to elicit an emotional re-

sponse from a customer not to showcase the

product Consumers are nowadays blogged with

array of similar products So the consumers have

to decide among products of similar features hav-

ing same functional value So emotions play a cru-

cial role in the decision making process Emotional

marketing is messaging that builds onersquos ego

To explain Emotional Marketing let us look at the

commercial by Coca-Cola where it had tried to

show that there were more reasons to be happy

than sad This jingle showed the positive aspects

and depicted that for every negative there are

multiple positives happening in the world It ended

with people sharing Coca-Cola which promoted

sharing happiness


The voice of kids brought innocence and genu-

ineness to the advertisement This advertise-

ment had a different emotional appeal where

peoplersquos right to be happy was brought forth and

then the brand Coca-Cola was linked with it

Previously brands followed Commercial Mar-

keting where as today emotional appeal is highly

required specially to make the brand a part of

your customerrsquos life Many advertisements which

were previously commercial are now moving to-

wards Emotional Marketing Letrsquos analyse the

advertisement of KBC The KBC 2 advertisement

was more on how to register for KBC via Airtel

and KBC 3 advertisement tried to bring in the

brand value of Shahrukh Khan The movement

from season 4 jingle of lsquoKoi bhi sawaal chotta

nahi hotarsquo to the season 5 jingle of lsquoKoi insaan

chotta nehi hotarsquo clearly shows the bend to-

wards personal appeal The season 5 advertise-

ment was clearly targeted to increase the view-

ership base in semi-urban and rural India

10 8

Bijayini Samal

PGDM

FMS

Delhi University

The season 6 KBC 2012 is seen moving its base

more towards emotions It now promotes itself

with lsquoGyaan hi aapko aapna hakk dilata hairsquo and

every advertisement links itself with a prevailing

issue Its advertisement of lsquoMubarak ho ladki hui

hairsquo indirectly raises a voice against the oppres-

sion of girl child which is still prevailing in some

parts of the world After showing the problem it

showed KBC as a platform which can help them

stand against the oppression Even its advertise-

ment of lsquoBada baaprsquo was a voice against prevail-

ing corruption and lsquoSach bolnarsquo was an encour-

agement to tell the truth

These were some examples which shows the cur-

rent trend towards Emotional Marketing Even

research shows that Emotional Marketing appeals

customer more than both commercial marketing

and combination of commercial and emotional

marketing People tend to care about emotions

more as it links them personally with the brand

The benefit that a brand derives out of it is a long

term relationship


11 9

A 11 Meerut Road Industrial Area

Ghaziabad - 201003

Ph +91-120-271-4511 09 10

+91-98180-39344 Fax +91-120-271-4529

Helpline +91-99104-88828Service +91-120-275-7102

Email serviceuttamtoyotanet

salesuttamtoyotanet

UTTAM TOYOTA

THE lsquoErsquo- CONNECT Your Brand just canrsquot afford missing this

ldquoToday a product is not only a product it has got

to be a part of yourdquo

The world is becoming automatic and tech-savvy

boundaries are disappearing the world is getting

smaller and smaller squeezing its individuals into

a homogenous mass The word ldquoEmotionsrdquo is

getting pushed deeper and deeper into the cor-

ners of human heart In this emotionless world

itrsquos the products through which a human being

tries to associate itself with which represents him

and helps him maintain his individuality and ex-

press his deepest emotions The product or ser-

vice can no more be considered a non-living com-

modity it has to have an animate aspect to it It

has to be given a human touch a sense of feel

This is what has to be the target of Emotional

Marketing

You just manufacture a product you cannot sell it

anymore You need to connect it with your target

customer which is the most difficult task Just like

adding an outside person to your family and ac-

cepting him as a member

The entire

premise of Emotional Marketing is based on HOW

WELL YOU CONNECT The same product can have

varied levels of connectivity with different con-

sumers The more customized you make a prod-

uct the better is the ldquoconnectrdquo with the target

market This is the reason why the same product

comes in different SKUs

In todayrsquos market a Brand is no more a name

which represents its product rather itrsquos the name

that stands for its consumers The consumerrsquos

brain has voids (emotional psychological) for

needs The product has to sense that void and fill

it For a completely new product that void has to

be created and then filled These complex human

aspects make todayrsquos marketing all the more chal-

lenging because Man himself is a tangled com-

plex living thing Even the surveys and reviews

given by them cannot be completely trusted be-

cause most of the times they do not know why

and how to react They themselves might not be

aware of what is going on in their sub conscious

minds

Nurturing and nourishing the untold exploring

and exploiting the desires and aspirations is the

biggest challenge Itrsquos all about the game of un-

certainty and how close you can get to certainty

and capture the emotional quotient of the con-

sumer and tag them with your brand Thus Mar-

keting Strategies of the near future are going to

be fascinating and beyond imagination


12 10

Gayatri Aradhana

PGDM


Management Develop-

ment and Research

(WE School) Mumbai

13 13


11

ldquoItrsquos not who we are underneath but what we

do that defines usrdquo says Rachel Dawes in the opening film of the just concluded Dark Knight franchise Was this line directed at just Bruce Wayne in the movie Such dialogues formed a critical part in Nolanrsquos greater scheme of things which he had in mind for his Batman re-boot franchise (arguably one of the greatest re-boots of all times) Essentially Bat-man happens to ldquoa superhero without being a superherordquo in the sense he doesnrsquot possess any superpowers The fact that anyone can be Bat-man (you me or anyone reading this) gives a sort of instant connect to the character Slowly as the movie progresses you begin to see yourself un-derneath that mask rising in all splendour above a corrupt and crime-ridden society and before you know it the caped crusader inside you is awoken

Traditional marketing is dead One needs to come up with new and innovative ways to attract the consumerrsquos dynamic mind One such marketing that has caught up in recent times is the ldquoGuerrilla Marketingrdquo ndash a low cost unconventional creative strategy that is generally used to create a buzz around a producttheme whilst also engag-ing the consumer by turning viral In case of Dark Knight franchise Pasadena based 42 Entertain-ment was in-charge of creating and executing the grand scale viral marketing campaign No This was not going to be one of those campaigns which reveals almost the entire movie in the name of promotional teasers and trailers gener-ate huge hype and then die down as soon as the movie releases and bringing with it the demise of the movie as well due to the hyper-expectation it generated Imagine seeing the above poster on a wall in your neighbourhood ndash you donrsquot have to be a follower of the movie series nor an admirer of the comic strip The poster is just intriguing enough to catch the attention of the casual by-stander whilst at the same time subtle enough not to expose any crucial element of the movie plot Catching the attention is one thing but retaining the attention arousing the interest creating a desire and motivating the audience into action is an altogether different ballgame A website ldquoWhySoSeriouscomrdquo was launched where for every email sent by the fans one pixel was re-moved ultimately revealing the first official poster

Mark-e-feed Discovering the Dark Knight in YOU

Dinesh S

PGDM

IMT Ghaziabad

References httpecommercecruxmavenstorecomecommerce-

todayhow-can-a-company-go-from-mass-marketing-to-

mass-customization-by-taking-advantage-of-e-

commerce-2

httpwwwweb-bookscomeLibraryNCB0

B64033MB64html

httpenwikipediaorgwikiCommunications_in_India

httpiamaiinrsh_payaspxrid=C4kbdd8VUJo=


H

e

of ldquoThe Jokerrdquo A similar campaign was launched

for Dark Knight Rises when the twitter handle

ldquoTheFireRisesrdquo was made viral and for every

comment on twitter that featured this hash-tag

one pixel was removed from the Dark Knight web

page to reveal the first image of ldquoBanerdquo This pic-

ture was taken at Sathyam Cinemas Chennai dur-

ing the premiere of the Dark Knight Rises Similar

bat signals were shot into the sky in New York

City and Chicago where attentive followers of the

bat signal were led to special free screening of

the movie three days before its actual release

Such activities called ldquoAlternate Reality Game

[ARG]rdquo are able to sustain the interest levels of

the audience for more than a year by not just in-

volving them but also empowering them which

magnifies their passion towards the product and

translates into tangible action and extreme loyal-

ty for the brand They became citizens of Gotham

city took its subway tuned into Gotham TV and

radio stations not just involving them but also

empowering them which magnifies their passion

towards the product and translates into tangible

action and extreme loyalty for the brand They

became citizens of Gotham city took its subway

tuned into Gotham TV and radio stations read a

copy of Gotham Times daily went on wild Joker

chases ldquoI Believe in Harvey Dentrdquo political rallies

live recruitment drives for Jokerrsquos gang through

cellphones hidden in cakes the list is just endless

And todayrsquos age of social networking ensures that

the message gets conveyed not just to the intend-

ed recipient but to his entire social circle

To conclude ldquoadvertainmentrdquo is the order of the

day Though relatively new this concept has tak-

en to increasing popularity and is slowly becom-

ing an established form of marketing Its principle

advantage is that it is comparatively inexpensive

more than the money it is time and effort which

is needed in larger quantities here Thus it is be-

ing endorsed by SMEs and entrepreneurs as it

snugly fits their budget constraints while achiev-

ing similar if not better results compared to tra-

ditional marketing techniques

12

Mark-e-feed From the dusk of Mass Marketing to the dawn of Digital Marketing


In todayrsquos era the generic ldquoone size fits allrdquo mar-

keting strategy is losing its relevance No longer

can businesses afford to blindly send large vol-

ume of the same message to unqualified persons

Nor can they afford to treat customers the same

way Products within a category are getting less

and less differentiated and brands are getting

closer and closer As consumers demand more

from their brands and have more available choic-

es they segregate themselves into smaller and

smaller niches in the society Such competitive

markets have forced the brands to find newer

ways to stand out and connect with consumers It

has become imperative for the companies to tar-

get these niche sections to deliver the right prod-

ucts to the right people through the right chan-

nelsmdashall at the right time in order to stay com-

petitive keep marketing costs under control and

increase their revenues

Mass marketing is no longer the ldquolong-termrdquo

strategy The trend today is changing towards

more precise targeted marketing which ensures

that the companies are actually hitting the right

customers A shift of the trend from one-way

company-driven sales mentality to a two-way re-

lationship with consumers is assisted with core

changes in the way marketers do business The

marketers are now finding new ways to reach

their customers and understand their needs and

preferences Digital marketing offers great ad-

vantage to reach consumers in a timely relevant

personal and cost-effective manner


Siddharth Arora

MBA

NITIE Mumbai

13


14

The massive Indian market is changing fast Inter-

net has started penetrating into the lives of the

people For people with access it is a major part

of their daily or weekly schedule Internet access

is mainstreaming among professionals and the

use of mobile is intensifying

As per a report by Internet and Mobile Associa-

tion of India (IAMAI) India has crossed 100 mil-

lion Internet users in Sep 2011 a growth of 13

over the last year With the rapid growth in GSM

subscribers in India touching a figure of 433 mil-

lion and the number of online users touching a

figure of 112 million online and mobile phones

have now become the important communication

vehicles Internet is now no more limited to the

urban areas but also has started penetrating in

the towns and villages as well A report published

by IAMAI (March 2011) states that about 50 of

the internet users belonged to the small towns

(lt10 lakhs population)

Consumers who used to seek out family and

friends for word-of-mouth product recommenda-

tions now read online reviews compare features

and prices on Web sites before making a choice

A Push Digital Marketing would constitute compa-

nies promoting their brands via e-mail mobile

sms RSS podcasting while the Pull Digital Mar-

keting encompasses websites forums web logs

and streaming media (audio and video) This in-

formation flow not only empowers consumers

but also allows marketing departments to be part

of the conversation consumers have as they ac-

tively learn about product categories and evalu-

ate choices

Many digital campaigns came out to be fortunate

for the companies The Cola czars Coke and Pepsi

reported an increase expenditure on the online

campaigns to connect with their consumers

Pepsi previewed its Shah Rukh Khan

Sapera (Snake charmer) campaign online before

taking it to the television while their arch-rival

Coca-Cola launched Coke Zone a social media

website which offers exclusive content and re-

wards The huge success of Tamil-English number

ldquoKolaveri di even before its official launch has

proved the power of online social networking

platforms

It is clearly observed that the Digital Channels

offer marketers cost efficient opportunities for a

brand to stay in touch with customers which not

only improves marketing performance but also

customer loyalty With such lucrative prospects it

is not surprising that the digital channels have

now become an important part of the marketing

strategy


15

Mark-toon

The ladder is endless Think Irsquoll climb on

Mark Roadies 50

MarkUp the Marketing club of IMT Ghaziabad

organised the first competition of the academic

year With over 80 teams participating with the

zeal and enthusiasm associated with a new begin-

ning what a grand success MarkRoadies50 was

The event challenged the minds of the incoming

batch testing creativity resourcefulness and

presence of mind

On the 1st of August the amphitheatre was abuzz

with excited students waiting to get the show on

the road Thus began Round one Mark Roadies

50 A Treasure Hunt and a time limit made the

participants run all over the 15 acre campus In-

spired by the Game of Thrones and based on the

4Ps of Marketing the clues were mind boggling

and sweat inducing And that wasnrsquot all Club

MarkUp designed tasks which included creating

an on the spot sales pitch guessing the prices of

items thus subtly introducing fundamental con-

cepts of Marketing The crossword puzzle tested

knowledge of brands quite effectively

Okay so second round and time for serious busi-

ness The objective was product development

with emphasis on innovation consumer under-

standing and creativity of the teams For many of

the participants the concept was an entirely new

one But they gave it their best shot Ideas and

products ranging from Room Cleaning Service to

Shopeaze rocked the competition Further an in-

depth analysis of product promotional strategies

and feedback tested our competencies as young

marketers

Karan Gandhi Parth K Mannadiar and Karthik K

and Aastha Malhotra Varun Mangalik and Ur-

vashi Chugh were adjudged a deserving 1st Place

The team of Inderjeet Singh Shreyy Singhal and

Jatinder Sethi bagged the runner up prize

All in all an interesting and fun event organised by

Club MarkUp and yet another feather in its cap

18 16


19


19 17

From The Editorsrsquo Desk Creating an emotion has now become a thing of the past In to-

dayrsquos whirlwind of consumerism and branding firms realise this

concept They have come to acknowledge it appreciate it and now

draw from it This is what has led us at Club MarkUp to delve into

this aspect of Marketing of identifying with the consumer at such

an intense personal level this August We believe in the current

context the aspirations of the customer if seized will provide any

organization an unparalleled edge That is where Emotional Mar-

keting comes in

Emotional Marketing we believe is an extremely challenging aspect

of Marketing It displays the perfect balance of the human brain or

more so the need for it A highly evolved sense of emotional con-

nect coupled with an equally precise logical aspect is what Emo-

tional Marketing demands

We believed interesting opinions would be supplied and indeed

they were For this we at Club MarkUp are grateful We also hope

that the first edition by the newly inducted 2012-2014 MarkUp

team is well received

Sincerely

Ankit Gupta

Credits

Co-editor Raunak Sancheti Divyanshu Sethi

Design Team Raunak Narang Dhruv Chopra

Content Aadish Kohli Ramya Vasudevan Shubham Gupta

Write to us at markupimtgmailcom

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Ankit Gupta

2nd year

PGDM (Marketing)

IMT Ghaziabad











sense of his world




























tough personality


4 2

Astha Gupta

PGDM

IIM Kozhikode














advantage








































ney to oneself



5 3

















them emotions























tives









6 4

Sanket Shah

PGDM


Management Develop-

ment and Research

(WE School) Mumbai








motivation

these relation-

ships could be

transient or

enduring The

more enduring

they are the

more value

they represent

- to the brand

and to such

lsquoothersrsquo

For brands a

strong emo-

tional connect

with consum-













mediaries









Maggirsquo mo-

ments it at-

tempts to rein-

force its emo-

tional connect

with them A

ldquoMain Anna

hoonrdquo cap is

about personal

identification

with brand


which epito-

mizes a firm

resolve to up-

root systemic

corruption














7


7 5









8 6

Parul Choudhary

PGDM

FMS

Delhi University


9 7


High Social Status








Adaptive Achievers







Modern Mid-dle







Social Underclass




Disenfran-chised


























sharing happiness























10 8

Bijayini Samal

PGDM

FMS

Delhi University






















term relationship


11 9


Ghaziabad - 201003

Ph +91-120-271-4511 09 10

+91-98180-39344 Fax +91-120-271-4529



salesuttamtoyotanet

UTTAM TOYOTA


















Marketing






The entire






















minds










12 10

Gayatri Aradhana

PGDM


Management Develop-

ment and Research

(WE School) Mumbai

13 13


11





Dinesh S

PGDM

IMT Ghaziabad




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17











sense of his world




























tough personality


4 2

Astha Gupta

PGDM

IIM Kozhikode














advantage








































ney to oneself



5 3

















them emotions























tives









6 4

Sanket Shah

PGDM


Management Develop-

ment and Research

(WE School) Mumbai








motivation

these relation-

ships could be

transient or

enduring The

more enduring

they are the

more value

they represent

- to the brand

and to such

lsquoothersrsquo

For brands a

strong emo-

tional connect

with consum-













mediaries









Maggirsquo mo-

ments it at-

tempts to rein-

force its emo-

tional connect

with them A

ldquoMain Anna

hoonrdquo cap is

about personal

identification

with brand


which epito-

mizes a firm

resolve to up-

root systemic

corruption














7


7 5









8 6

Parul Choudhary

PGDM

FMS

Delhi University


9 7


High Social Status








Adaptive Achievers







Modern Mid-dle







Social Underclass




Disenfran-chised


























sharing happiness























10 8

Bijayini Samal

PGDM

FMS

Delhi University






















term relationship


11 9


Ghaziabad - 201003

Ph +91-120-271-4511 09 10

+91-98180-39344 Fax +91-120-271-4529



salesuttamtoyotanet

UTTAM TOYOTA


















Marketing






The entire






















minds










12 10

Gayatri Aradhana

PGDM


Management Develop-

ment and Research

(WE School) Mumbai

13 13


11





Dinesh S

PGDM

IMT Ghaziabad




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17














advantage








































ney to oneself



5 3

















them emotions























tives









6 4

Sanket Shah

PGDM


Management Develop-

ment and Research

(WE School) Mumbai








motivation

these relation-

ships could be

transient or

enduring The

more enduring

they are the

more value

they represent

- to the brand

and to such

lsquoothersrsquo

For brands a

strong emo-

tional connect

with consum-













mediaries









Maggirsquo mo-

ments it at-

tempts to rein-

force its emo-

tional connect

with them A

ldquoMain Anna

hoonrdquo cap is

about personal

identification

with brand


which epito-

mizes a firm

resolve to up-

root systemic

corruption














7


7 5









8 6

Parul Choudhary

PGDM

FMS

Delhi University


9 7


High Social Status








Adaptive Achievers







Modern Mid-dle







Social Underclass




Disenfran-chised


























sharing happiness























10 8

Bijayini Samal

PGDM

FMS

Delhi University






















term relationship


11 9


Ghaziabad - 201003

Ph +91-120-271-4511 09 10

+91-98180-39344 Fax +91-120-271-4529



salesuttamtoyotanet

UTTAM TOYOTA


















Marketing






The entire






















minds










12 10

Gayatri Aradhana

PGDM


Management Develop-

ment and Research

(WE School) Mumbai

13 13


11





Dinesh S

PGDM

IMT Ghaziabad




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17

















them emotions























tives









6 4

Sanket Shah

PGDM


Management Develop-

ment and Research

(WE School) Mumbai








motivation

these relation-

ships could be

transient or

enduring The

more enduring

they are the

more value

they represent

- to the brand

and to such

lsquoothersrsquo

For brands a

strong emo-

tional connect

with consum-













mediaries









Maggirsquo mo-

ments it at-

tempts to rein-

force its emo-

tional connect

with them A

ldquoMain Anna

hoonrdquo cap is

about personal

identification

with brand


which epito-

mizes a firm

resolve to up-

root systemic

corruption














7


7 5









8 6

Parul Choudhary

PGDM

FMS

Delhi University


9 7


High Social Status








Adaptive Achievers







Modern Mid-dle







Social Underclass




Disenfran-chised


























sharing happiness























10 8

Bijayini Samal

PGDM

FMS

Delhi University






















term relationship


11 9


Ghaziabad - 201003

Ph +91-120-271-4511 09 10

+91-98180-39344 Fax +91-120-271-4529



salesuttamtoyotanet

UTTAM TOYOTA


















Marketing






The entire






















minds










12 10

Gayatri Aradhana

PGDM


Management Develop-

ment and Research

(WE School) Mumbai

13 13


11





Dinesh S

PGDM

IMT Ghaziabad




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17








motivation

these relation-

ships could be

transient or

enduring The

more enduring

they are the

more value

they represent

- to the brand

and to such

lsquoothersrsquo

For brands a

strong emo-

tional connect

with consum-













mediaries









Maggirsquo mo-

ments it at-

tempts to rein-

force its emo-

tional connect

with them A

ldquoMain Anna

hoonrdquo cap is

about personal

identification

with brand


which epito-

mizes a firm

resolve to up-

root systemic

corruption














7


7 5









8 6

Parul Choudhary

PGDM

FMS

Delhi University


9 7


High Social Status








Adaptive Achievers







Modern Mid-dle







Social Underclass




Disenfran-chised


























sharing happiness























10 8

Bijayini Samal

PGDM

FMS

Delhi University






















term relationship


11 9


Ghaziabad - 201003

Ph +91-120-271-4511 09 10

+91-98180-39344 Fax +91-120-271-4529



salesuttamtoyotanet

UTTAM TOYOTA


















Marketing






The entire






















minds










12 10

Gayatri Aradhana

PGDM


Management Develop-

ment and Research

(WE School) Mumbai

13 13


11





Dinesh S

PGDM

IMT Ghaziabad




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17









8 6

Parul Choudhary

PGDM

FMS

Delhi University


9 7


High Social Status








Adaptive Achievers







Modern Mid-dle







Social Underclass




Disenfran-chised


























sharing happiness























10 8

Bijayini Samal

PGDM

FMS

Delhi University






















term relationship


11 9


Ghaziabad - 201003

Ph +91-120-271-4511 09 10

+91-98180-39344 Fax +91-120-271-4529



salesuttamtoyotanet

UTTAM TOYOTA


















Marketing






The entire






















minds










12 10

Gayatri Aradhana

PGDM


Management Develop-

ment and Research

(WE School) Mumbai

13 13


11





Dinesh S

PGDM

IMT Ghaziabad




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17


9 7


High Social Status








Adaptive Achievers







Modern Mid-dle







Social Underclass




Disenfran-chised


























sharing happiness























10 8

Bijayini Samal

PGDM

FMS

Delhi University






















term relationship


11 9


Ghaziabad - 201003

Ph +91-120-271-4511 09 10

+91-98180-39344 Fax +91-120-271-4529



salesuttamtoyotanet

UTTAM TOYOTA


















Marketing






The entire






















minds










12 10

Gayatri Aradhana

PGDM


Management Develop-

ment and Research

(WE School) Mumbai

13 13


11





Dinesh S

PGDM

IMT Ghaziabad




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17





















sharing happiness























10 8

Bijayini Samal

PGDM

FMS

Delhi University






















term relationship


11 9


Ghaziabad - 201003

Ph +91-120-271-4511 09 10

+91-98180-39344 Fax +91-120-271-4529



salesuttamtoyotanet

UTTAM TOYOTA


















Marketing






The entire






















minds










12 10

Gayatri Aradhana

PGDM


Management Develop-

ment and Research

(WE School) Mumbai

13 13


11





Dinesh S

PGDM

IMT Ghaziabad




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17






















term relationship


11 9


Ghaziabad - 201003

Ph +91-120-271-4511 09 10

+91-98180-39344 Fax +91-120-271-4529



salesuttamtoyotanet

UTTAM TOYOTA


















Marketing






The entire






















minds










12 10

Gayatri Aradhana

PGDM


Management Develop-

ment and Research

(WE School) Mumbai

13 13


11





Dinesh S

PGDM

IMT Ghaziabad




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17


















Marketing






The entire






















minds










12 10

Gayatri Aradhana

PGDM


Management Develop-

ment and Research

(WE School) Mumbai

13 13


11





Dinesh S

PGDM

IMT Ghaziabad




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17

13 13


11





Dinesh S

PGDM

IMT Ghaziabad




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17




commerce-2


B64033MB64html




H

e













































12




































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17



































Siddharth Arora

MBA

NITIE Mumbai

13


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17


14


































ate choices













platforms








strategy


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17


15

Mark-toon


Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17

Mark Roadies 50








presence of mind
























marketers








18 16


19


19 17

19


19 17

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