MARKSMAN The K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL . IV| ISSUE I| SUMMER ‘13 BOOK WORM >> 20 EXCLUSIVE SECTION REAL TIME >> 18 SPECIAL STORY THE IPL- KURUKSHETRA OF BRANDS >> 13 HALL MARK CAMPAIGNS STYLE >> 17 C OVER S TORY OPPORTUNISTIC MARKETING
Marketing Magazine of K.J. Somaiya Institute of Management Studies and Research, Mumbai
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MARKSMANThe
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. IV| ISSUE I| SUMMER ‘13
BOOK WORM
>> 20
EXCLUSIVE
SECTION
REAL TIME
>> 18
SPECIAL STORY
THE IPL-
KURUKSHETRA
OF BRANDS
>> 13
HALL MARK
CAMPAIGNS
STYLE
>> 17
CO V ER S T ORY
OPPORTUNISTIC
MARKETING
01 SUMMER 2013
Dear Readers,
We at Interface proudly welcome all our old and our new readers to the latest
summer edition of The Marksman!
We know you missed us during our summer break and that’s exactly why, we are back
with an exciting, exuberant and enlightening summer issue of The Marksman! This
three month special edition has a lot of exciting news waiting for you!
‘Opportunistic Marketing’, our cover story for this issue will show you how
marketing can be successful if the right opportunity is tapped at the right time. Many
brands these days lose out on their customers because they do not recognise the
opportunity at the right time.
The Indian Premier League has been the talk of the town recently, for, if not all
the right, then atleast, a few right and a few wrong reasons. None the less it has
managed to garner maximum popularity and publicity for itself and has brands mulling
over associating themselves with this property! Read more about this in our Special
Story section.
Want to know the story of your favourite chocolate brand Cadbury? Read the full
story in our section Brand Markive. The section Bookworm covers a book that is
co-authored by one of our very own professors, Prof Isaac Jacob. The book is titled
‘Strategic Brand Management’. The Tweets section will give you all the news
from advertising to marketing and much more! Our section Ad-itude includes our
take on a number of ads whereas the Campaign section talks about Coca Cola’s
latest ‘Ahh Campaign’. And this is not it! Our special issue will give you a little
sneak peek into the corporate world as well! Our Alumnus write a special column
called Alumni Gyaan, on their experience in the big bad world out there and our
fellow batch mates share their Intern experiences in the section Intern Speak.
We at Marksman work really hard to make sure our readers enjoy every minute they
spend on our magazine. We hope you enjoy our Special Summer Issue! We will be
looking forward for suggestions and feedback from our readers on our special issue!
So do get in touch with us on Facebook:The Marksman – Marketing Magazine of K J
SIMSR and Twitter @marksmansimsr.
Happy Reading Folks!
Team Marksman
EDITOR’S NOTE
07
09
TWEETS
BRAND MARKIVE
BOOKWORM
10
14SPECIAL STORY
IPL –THE KURUKSHETRA OF BRANDS
COVER STORY
OPPORTUNISTIC MARKETING
MARKETING REAL TIME
INTERN SPEAK
18
19
21
24BUZZ
03
IT’S ALL ABOUT AD-ITUDE
THE MARKSMAN 02
CONTENTS
BOURNVITA CELEBRATES THE
MODERN DAY MOTHER WITH ITS
LATEST COMMERCIAL.
Bournvita’s latest commercial inculcates the
‘habit of winning’ in children. It shows a modern
age mother who instils in her son the
importance of winning by racing against him and
not gifting him a win. The ad has been
conceptualised by Ogilvy & Mather and it
stresses on the fact that a mother should not
only tell her children how to win but also show
them how to win. Mothers these days are not
mere onlookers when it comes to their child’s
health and values. They are their equal partners
and it is their responsibility to make sure that
their child learns the right things in the right
manner. The ad brings out a strong message in
an effective manner. With the launch of this
commercial, Bournvita has surpassed all the
other energy drinks in its own category
(Complan, Horlicks) and is fast becoming every
mother’s number 1 choice for their children.
FLIPKART GETS
FASHIONABLE!
E-commerce seems to be entering
the next level by stepping its foot
into the fashion world. Joining the
bandwagon is the one - stop shop
website Flipkart.com. Flipkart
recently announced its entry into
the realm of fashion and lifestyle.
While we have watched little kids
selling mobile phones, laptops,
television sets, etc, the latest flipkart
campaign shows these children in
different situations wearing some
fashionable clothes. While the ads
definitely appeal to us, Flipkart
surely will continue to appeal to us
with its latest venture!
03 SUMMER 2013
TWEETS
LET’S DO THE ZUMI ZUMI!
Creating an anthem to build a strong connect
with the consumers is a trend that is catching up
quickly amongst major brands. When Airtel came
up with the ‘Har ek friend zaroori hota hai’
campaign, all of us were humming the tune day in
and day out! Idea too launched an anthem for
itself and yet again we found ourselves humming
to ‘You’re my pumpkin, pumpkin! Hello hunny
bunny’! And this time it’s Vodafone that has got
us humming their anthem.
THE TWELVE MINUTE ITCH!
Indian television viewers found a reason to
rejoice when the TRAI announced the 12
minute cap on television advertising. While the
fans can expect a lot less advertising and a lot
more programming on television, the
advertisers are furious over this decision.
TWEETS
Launching the ‘Zumi Zumi’ campaign during the IPL this season, Vodafone managed to
get the Indian viewers not only humming but also dancing to their latest commercials
in which our beloved Zoo Zoos were back. Only this time they were their mini
versions. While the campaign was preceded by a number of Mini Zoo Zoo
commercials, this anthem ad was released almost towards the end of the IPL. The
music is absolutely catchy, albeit gibberish forms the lyrics of the song. The ad conveys
the product benefits of Vodafone internet (ability to share photos, play songs and see
videos) through subtitles. While many argue that Zoo Zoos have crossed their expiry
date and Vodafone should do away with them, we say that these mini Zoo Zoos have
managed to recreate their charm and the anthem is a hit all the way! Let’s hope we
get to see a little more of these mini ones around soon!
Each genre of television will be impacted by this decision in a different way. From June 1
onwards channels have been asked to limit their advertising to 30 minutes per hour
following which several major TV channels such as Star Plus, Colours, Zee, etc have
hiked their ad rates to make up for the limited advertising time. By October, each
channel will have to make sure that they limit their advertising to 10 minutes per hour
plus 2 minutes of their own channel promotions. Only time will tell what impact this
decision will have on the broadcasters and the advertisers!
THE MARKSMAN 04
BETTING YOUR WAY OUT OF
POPULARITY!
The Indian Premier League which was one of the
biggest properties that garnered maximum Indian
fan following has most likely lost the battle!
When the news of three Indian cricketers
betting, just to earn a few bucks, came to light,
IPL lost what was most important to it, its fans’
loyalty! Set Max, the channel that airs the IPL
saw a massive drop in its TRP’s by 14% just the
day after this news broke out!
TWEETS
People in India have seen a lot of dishonesty but when it comes to their favourite
game, it seems like they won’t take such actions lightly. It’s not only the fans that have
disowned the IPL, even the sponsors are not happy with all the bad air surrounding
the series! Allegedly Pepsi, which is the title sponsor for the IPL for 5 seasons, has
shown a possibility of pulling out their sponsorship for the forthcoming season. While
IPL has certainly lost its brand value, the future too seems uncertain for India’s biggest
cricket series!
SEEN A LIFE SIZE SAMOSA
HANGING FROM A BILLBOARD???
ITS TATA SKY’S LATEST OOH
ADVERTISEMENT!
Tata Sky recently launched its new campaign
in Maharashtra called ‘Samose se kam daam
mein Tata Sky’. The campaign aimed at
educating its customers about how
inexpensive the services of Tata Sky are. According to the campaign the cost of Tata
Sky per day is 6.70Rs which is less than what a Samosa costs.
To spread this message across effectively they came up with an innovative OOH
campaign, where a life size samosa was put up on billboards across Maharashtra
accompanied with the tagline which read, ‘Samose se kam daam mein Tata Sky,
Sirf Rs6.70 prati din’. Executed by Endeavour Media Management, this campaign has
caught the eye of most of its target consumers and Tata Sky has been successful in
bringing out the idea of affordability and flexibility of their services in a unique manner.
05 SUMMER 2013
FACEBOOK BEATS TWITTER AND
YOUTUBE ,TO BECOME THE MOST
IMPORTANT SOCIAL MARKETING
PLATFORM IN INDIA
According to a recent report produced by Ernst &
Young, Facebook emerges as the most popular
social marketing platform in India.
TWEETS
Many big brands such as Bharti Airtel, Honda Cars India, BMW India, Network 18,
Rajasthan Royals, Flipkart, Clear trip, etc were a part of the survey which showed that
facebook has more than 61 million users and it is considered to be a platform where
brands actively communicate and engage with their target audiences. Facebook has
helped these brands establish themselves in the minds of the consumers and grow
steadily over the years. However Twitter and You tube are not far behind in this race
with the second and third position respectively. With the rise in the number of social
marketing platforms, Facebook which is one of the oldest amongst the lot, seems to
retain its favourable image not only amongst the fans but amongst the brands as well.
“GET THE PLAY BACK INTO
YOUR LIVES!” SAYS FANTA WITH
A DIGITAL GRAPHIC NOVEL
Coca Cola’s fruit flavoured carbonated
drink Fanta has found a new way to
immerse its target group – the teens in its
playful and colourful little world.
Fanta has launched a digital graphic novel which includes the Fanta crew that
appears in its commercials. They have created a story where the Fanta crew is out
to ‘Save the source’ of play, which has been stolen, in their town. Fanta is trying to
connect with their core target group which comprises teens through this graphic
novel’s digital storytelling on PlayFanta.com. And this is not it! The novel also has
several games embedded in it to engage the consumers and give them a different
experience of storytelling! Ogilvy & Mather New York led the Play Fanta creative
vision, and Hollywood scriptwriters The Alchemists developed a central narrative
for the graphic novel. We tried our hands at this graphic novel and our verdict for
Fanta’s latest innovation is that it’s a completely new concept and the graphics and
story are so engaging that you would not want to leave it half way! So what are you
waiting for? Go and save the play in your town at PlayFanta.com
THE MARKSMAN 06
PRINT AD
This Print ad is the brainchild of Ogilvy and Mather and it hits the bulls’ eye (no pun
intended!).
Remember how proud we used to be of our Hot Wheels cars as kids? The happiness of
obtaining a new one was surpassed only by the pride of ownership. We would gladly
watch our cars collide but would never let our siblings even touch them! The Ogilvy ad
focuses on that perception of having a real car and depicts an eye- like Godzilla’s-
peering into the interiors of a car. This is where O&M takes the perception to the next
level and connects with consumers of all ages. This eye belongs to a dad who is now
jealous of the magnificent vehicle owned by his kid! The brilliance of the ad lies in its
sense of awe as it depicts a potentially threatening gigantic dad peering intently into a
perfectly designed Hot Wheels car.
This video advertisement was initially seen on Youtube and has now made it to the
Indian television. This one impeccably positions Bournville as the dark chocolate that is
the unopposed ruler of the “Not so Sweet” domain. The girl in the ad talking about her
cat reminds us of many of those uncomfortably sticky-sweet people out there who we
would gladly feed to the alligators. It is for the same reason that the conclusion of the
advertisement is satisfactory. It must be pointed out that most advertisements evoke
emotional responses (Pizza ad creates craving, ‘Save the Tiger’ ad makes us sad and
resolved, so on and so forth) but this ad fulfills our craving for proactive action and
brings about inner peace. It promotes inaction and in a twisted way- allows “nature” to
take its own course. Critics may call it senseless but viewers consider it absolution!
TELEVISION AD
07 SUMMER 2013
It’s all about
AD-ITUDE
PRINT AD
TELEVISION AD
This one says it all! To understand this print ad for a radio show in Brazil, one merelyneeds to understand what the colors mean. The colors remind listeners. Red remindsthem of friends, yellow reminds them of Jamaica and black reminds them of nothing.
This is the ad for a radio show played between 7 and 8. The ‘pie chart’ depicts whathappens during the majority of the day! (Nothing!)
Connecting visuals with an audio service perhaps is one of the biggest challenges incommunication. This ad, without saying much, manages to say a lot! Creativity hasbloomed here and conveyed music without a sound!
Recently, Dove launched a six and a half minute long video advertisement titled ‘RealBeauty Sketches’-which can be seen on You tube. This is an unconventional length for anadvertisement but this is what Dove has done, it has ventured where no one has gonebefore. In these times of attention grabbing adverts, Dove has done the unthinkable. Ithas put across a deep, thought provoking idea that makes us wonder about ourperception of beauty.
The premise of the ad is simple. It has been depicted as a live interaction betweenpeople and an artist drawing face sketches of those same people sitting behind a curtain.These sketches are based on verbal descriptions. Each individual is asked to describeherself and then another person they have met on their way in.
Hence, 2 sketches are created for every person- one as per the face owner’s descriptionand the other according to a 3rd party. And surprisingly, the way others see an individualturns out to be more beautiful than the person’s perception of self! This ad strikes at thecore of our perception of self and beauty as we know it.If reports are true, this ad has become the most watched video ad of all time!