the marksman - november 2015
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MARKSMANThe
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. VI | ISSUE VI | Nov’ 15
NOVEMBER 2015 01
EDITOR’S NOTE
Hola Readers,
It‟s the time of the month again, when the marksman hits your inboxes. Every month
we set out to produce something to chaste everything you need to know about
marketing and this month follows the convention and we with gratitude thank you for
looking forward to our efforts.
Cover Story for the month takes you through how telemarketing uses direct one on
one approach to reach the decision makers and how it deliver‟s sales but it is also
flexible enough to help with data gathering. Read the Marketing Faux Pas to know how
Starbucks winter shenanigans ended up giving them cold feet. Brand Markive takes you
through the Timberland Shoe Company‟s strategy of selling the outdoor experience.
The dove urges you to love yourself in the latest print ad feature in Aditude and much
more.
We would also like to congratulate this month‟s CFA winners, Purbasha Patnaik from
XIMB and Vaibhav Singh from SIBM-Pune. The articles of the winners are featured in
this month‟s marksman issue. We thank each and everyone for participating in such
huge numbers. Our readers are our strength and we love writing for you.
Your feedback helps us make us improve the magazine.
Happy Reading !
Stay connected with us on
http://www.interfacesimsr.com/the-marksman.html
Follow our Facebook page for more updates.
02 THE MARKSMAN
Tweets 03
It’s All About Ad-itude 05
Brand Markive 07
Cover Story: Tele Marketing 09
Special Story 12
Marketing Faux Pas 14
Hall-mark Campaign 16
Pioneer 18
Bookworm 20
Kickstart 22
Featured Article 23
Square Head 28
Buzz 29
Contents
Fastrack, urban youth brand, has launched a new campaign to raise awareness about the fake
and duplicate, first copy products which are being sold in the market under the purview of
being original. The campaign is titled #DontFakeWithMe. The message is for those who use
fake products: focus on Fastrack bags instead. The campaign is conducted both on digital
media platform and also on ground. The on ground campaign was first conducted in
Bengaluru on 6th November. For the campaign the brand set up “Destruction Rooms” where
the customers were asked to destroy the fake products with the help of weapons provided
in those rooms. The digital leg includes five short ad films (see screengrabs) and a microsite.
Social media platforms that are being leveraged for this campaign include Twitter
(@fastrack), Instagram (@fastrackworld) and Facebook. This campaign is being conducted by
the brand to deal with the serious issue of fake products.
TWEETS
NOVEMBER 2015 03
Fastrack Says #DontFakeWithMe
The digital and activation-led campaign is part of the brand's crusade against counterfeit
products.
TWEETS
04 THE MARKSMAN
This online campaign is held across digital
media platforms like Twitter, Facebook and
YouTube.
Airline brand Vistara launched its first ever
campaign during the auspicious days of
diwali. The brand, which is a joint venture
between Tata Sons and Singapore Airlines
(SIA), created three films for the same. The
films are titled 'Shaadi-wali Pehli Diwali',
'Entrepreneur-wali Pehli Diwali' and 'Dadima
ke pote-wali Pehli Diwali'.The campaign asks
the netizens to share their own 'Pehli Diwali'
stories online, using the hashtag
#HamariPehliDiwali. Winners of the
campaign will be given free round trip flight
tickets to the place of their choice. The idea
is to unite people with their loved ones
which is the motto of the brand “uniting you
with your loved ones”.
In keeping with the spirit of Diwali, team
Vistara has created special firecracker and
diya-shaped hand baggage tags for all
passengers
Vistara Celebrates
#HamariPehliDiwali
Nestle sells Maggi on Snapdeal
#SnapdealWelcomesMAGGI
Nestle India has given the much-awaited
Diwali gift to its loyal customers this
year. After a seemingly long and
unending wait over its infamous ban, the
instant noodles brand came back with a
bang and boom keeping in with the
diwali spirits in the country. "Your
favourite MAGGI noodles are back" is
how the brand announced its comeback
through digital media platform.
The e commerce brand Sanpdeal is
helping Nestle sell Maggie on their site
and app. Also it has uploaded various
images showing the approvals Maggie
has received about it being the safe.
Dove as a beauty product brand always emphasised on appreciating the natural beauty of
women. In the recent international print ad, Dove discusses how all the social networking
apps are flooded with variety of emojis to allow expression to the conversation but all of
them feature women with straight locks.
In the endeavour to appreciate the uniqueness of hair and women, Dove, along with the
print launched emoji set for apps depicting women with curled hair. The app is available to
be downloaded free of cost from the play store for android and I0S phones. The emoji pack
can be integrated to your social networking apps and is ready to fire away personalized
emoji.
In the era of cellular application evolution, this unique attempt by both the brand and the
agency is said to bring a new dimension in product advertising.
IT’S ALL ABOUT AD-ITUDE
NOVEMBER 2015 05
Print Ad: Love Your Curls
CLIENT:Dove
AGENCY: Ogilvy Paris
On the eve of Rakshabandhan ,when, from budding e-commerce sites to retail big guns were
busy planning strategies to encash the spending capabilities of woman by luring them to
range of products, schemes and offers, Postpickle.com came and did something totally out of
the box.
In the advert, conceptualized by the adverting ace Ogilvy&Mather, a woman is shown talking
on Skype with her brother where she thanks him for all the gifts she has received over the
years. The twist in the tale comes when she says that this year she wants a promise that he
would stop abusing in the name of women, mother and sister. She urges respect for all the
sisters and not just your own.
The campaign video has got 55,000 views on YouTube in just three days. On Facebook, the
views reached around 40,000. Along with television ad, the site also has an array of digital
posters built around the same theme #ForASister. These show cuss words being used in a
bar fight by men in altercations or as friendly banter.
IT’S ALL ABOUT AD-ITUDE
06 THE MARKSMAN
TELEVISION AD : Let’s UnbeepIt !
CLIENT: Postpickle.com
AGENCY: Ogilvy&Mather
BRAND MARKiveThe Timberland Shoe Company
Selling the “Outdoor Experience”
NOVEMBER 2015 07
The Timberland Shoe Company personifies
the fact that innovation is the biggest success
weapon indeed. Primarily known for their
flagship product which is the 6” pair of
yellow 8-hole waterproof padded leather
boots, Timberland through the years has
been very successful in getting traction from
the masses as well as the classes. From
hipsters to workmen, rappers to pop royalty;
Timberland has been able to delve an array
of customer segments which has
transformed Timberland from a mere
footwear company to a huge lifestyle brand.
Timberland promotes its brand through
integrated product offering, based on: 'Don't
Wear It. Use It', that encourages consumers
to utilise the hi-tech products to their full.
Advertising is centralised through
Timberland's US Head Office, and
subsidiaries and distributors worldwide to
ensure that it reaches each individual
market's target consumer.
While the Retail store has segregated
the apparels, the online store focuses
on selling “the look”. After the
takeover by VF Corp in 2011,
Timberland has focused on a different
kind of marketing campaign. In
particular, a uniform approach, not the
many-headed hydra of a strategy that
had been in place for years. Ads across
the globe are largely consistent; the
same window displays, the same
billboards. One prominent ad featured
a shaggy-haired guy leaning on a sun-
drenched iron fence in a park. He‟s
sporting a blazer, untucked plaid shirt
and black boots.
While initially the focus was on
unambiguous functional features that
relate to particular outdoor activities,
the brand now is an amalgamation of
the best of classic Timberland and a
younger, more contemporary panache.
They‟re captivating the style and
lifestyle of an outdoor lover in a
different manner. They‟ve extended it
to more than just specific outdoor
activities such as hiking but have
adopted to a consumer who‟s
outdoorsy but in a more casual way.
The „outdoor lifestyler‟, in other
words, is a city dweller who goes for a
casual afternoon hike or someone
who leaves her house in the morning
BRAND MARKive
08 THE MARKSMAN
not knowing if she‟s going to spend her afternoon at the park or at the movies. It‟s someone
who wants versatile clothes that blend in rather than stand out and Timberland is able to tap
this need. A new campaign, "Best Then Better Now," seeks to capitalize on the brand's
heritage while moving in a more contemporary. direction and the company has moved to a
more streamlined global structure, setting the tone for a more cohesive marketing approach.
Besides this, Timberland has been a pioneer when it comes to being a socially responsible
organisation. Timberland also understands that a significant section of its customer base
consist of urban population with a lot of disposable income but also a sense of social
responsibility. This is a generation that wants a platform to make smart choices and
purchases, while associating with brands that have a conscience and are doing well.
Timberland‟s principle policies make sure that the production of their products results in
the least amount of damage to the environment and they are perpetual contributors in CSR
activities.
COVER STORY
Telemarketing is a method of direct marketing
wherein a salesperson calls his target
audience and tries to sell products or
services over the phone or set up meetings
and appointments for further discussion on
his offerings. Telemarketing outperforms all
other forms of marketing today and is the
most powerful and cost effective tool
available. The minute your phone call is
answered you have a captive audience. It is
thus a very important tool that provides
endless opportunities to increase and better
ones business. It includes setting an
appointment, taking surveys, generating leads,
market research, fund raising, phone sales etc.
to name a few.
Telemarketing provides one with immediate
feedback and valuable information that can be
quickly analyzed. Telemarketing provides the
highest flexibility of all. By simply modifying
telescripts the marketing plan and target
audience can be changed. . It also allows for a
quick action in case of failure and does not
incur high redesigning costs. Today
telemarketing is the most interactive medium
available.
Telemarketing
It allows one to understand target
customer, to address concerns and to
overcome the prospects objection. It is the
only form of marketing which gets
immediate response. The two major aspects
in telemarketing are business to business
and business to customer. Business to
Business telemarketing: - This is the most
important form of telemarketing that every
business should consider. Today social
media marketing is more popular than
telemarketing but in terms of quality
telemarketing results are far better. Today a
popular notion about telemarketing is that
it seems to be annoying. But business to
business marketing is not that annoying as
business to consumer marketing. This is
because people do seek better deals, more
profits and more information. A manager
expects to receive calls for better offerings
and in a way it also makes his work easier.
In today‟s scenario where an SMS and e-
mail fail to seek the required attention a
conversation on phone followed by an e-
mail seems to do the job quite well. It also
provides a guarantee that information has
been conveyed properly to the prospect.
NOVEMBER 2015 09
The world is your market just a phone call away
Who would reject such a call? It makes the
consumers work easy. With proper
targeting, telemarketing does increase sales.
Today, a variety of telemarketing firms are
available which provide customized service
and help a business to increase its sale. As a
business one should definitely exploit this
area to increase its sales and customer
base. Now How to deal with the “I am not
interested” thing? It requires one to
carefully structure a call from the very
beginning. A statement like “Listen I know
you are pretty busy so let me keep this
brief” or “Hey I hear a lot going on at your
end so let me keep this brief” will make the
caller feel guilty of rejecting your call
because you are showing them respect in
the very first place. Studies suggest that
people make decision of rejection in less
than 3 seconds by hearing the caller‟s voice,
the confidence and the pace of the call.
Telecallers need to be confident, upbeat and
strong to take rejection. An important basic
to remember is “It‟s the company that‟s
calling. It‟s the company that people are
rejecting or being harsh upon and not the
caller himself.”. It should be clear that actual
conversation and conversation on a call are
two different things. The impact of words is
different. Words which sound great in a face
to face conversation may
COVER STORY COVER STORY
“Promise, large promise, is the sol of an advertisement. “
- Samuel Johnson.
The call conversion rate depends on various
factors and can be increased with improved
telemarketing plan. Studies suggest that today
70% of the dealings that have occurred
involve human interaction in the form of a
telephonic conversation or a visit by sales
executives. Interestingly a proper telephonic
conversation provides both these
opportunities. One can set up an
appointment for further discussion or simply
strike a deal through conversation.
Telemarketing saves travelling time, helps to
easily reach potential customers and reduces
costs. Studies show that the best time to call
for businesses is Wednesdays and Thursdays
between 4-6pm. The conversion rates and the
reception rates have been found to be the
highest during these days. The rates can be
further improved by preparing a proper
telemarketing plan and customized offerings.
Business to Consumer marketing: - Here
comes the annoying category of
telemarketing, the business to consumer
telemarketing category. But have you thought
closely as to why telemarketing annoys you.
The answer to this is simple. You are not the
potential audience for that call or you simply
do not want the service or product being
offered. Segmenting properly and targeting
the potential audience is necessary.
Telemarketing companies today use your
browsing data through cookies and call the
particular consumer regarding the same and
offer their best deal. Take the example of Just
Dial. You call with a query and immediately
receive calls from agencies answering your
query and providing their products or
services.
10 THE MARKSMAN
COVER STORY
not necessarily create the same impact in a telephonic conversation. So choose your words
carefully. How to start over is important. An introduction followed by why you are calling in
the first place is important. It answers the very basic question of “Who‟s on the phone?”
Telecallers need to follow some basic steps in order to be effective.These are:-
Be knowledgeable: - The first and the foremost task is to have an in-depth knowledge of
what you are selling. They should be able to answer all the queries and doubts that the
customers ask. It‟s not just about convincing. Once the customer has been convinced the
further process has to be briefed, e-mails have to be sent and follow up needs to be set up.
Maintaining a positive attitude: - It is not that a good telemarketer won‟t be rejected ever. It
is never known whether the customer at the other end is free or busy and might not be
expecting a call. Rejection should never be taken personally.
Try not to sound rehearsed: - Most telemarketing calls happen to be like a voice playing
from one end.Whether the message is being conveyed should be the prime focus.
Resilience: - Telemarketing requires a huge sample. Opportunities never generate
immediately.The conversion rate is low. So one needs to be patient and resilient.
Request for time: - A common answer from the consumer these days is “I am busy.” Instead
of asking what time to call back one needs to set the time himself. A counter reply of “How
about I call you back in an hour?” instead of “When do I call back?” seems to work more.
Choose words carefully: - Words need to be chosen carefully. It‟s an art to converse.
Respect the other side: - No matter what always respect the opinion and decision of the
other side. Even though the call is not converted do not lose temper or change your voice.
Who knows the customer may return in the future.
Get a response: - Getting a response from the other end is of prime importance. It helps the
caller to know whether the consumer would take the deal or not. It also helps to save time
as feedback provides the caller to make a decision whether to end the call politely or go on
to convince the customer.
The telemarketing category thus holds of great promise to businesses. Its applications cover
most of the aspects of marketing. From surveys to sales telemarketing has it all. The
outsourcing of telemarketing is very common among businesses these days. Today firms
outsource their telemarketing work to countries across the globe. It has given rise to
numerous call centers, India being a hot destination for the same. As a businessman one
might consider this field in terms of offering customized teleservices to firms helping them
to boost their sales.A global market with ample of opportunities is available.
NOVEMBER 2015 11
Special StoryInsta-Celebrities and Marketing-Gram
12 THE MARKSMAN
------The new marketing battleground
Since Facebook succumbed to the hungry
marketers trying to push their products
through posts, likes and shares, brands have
been looking for new ways to capture the
attention of customers online. After roping
in Twitter, Pinterest and even Yahoo
Questions, the new trend in the line is using
popular faces to create buzz amongst target
audience. And nothing does it better than
Instagram!
If you have over 3000 followers on Instagram
and people follow your posts, you might be
able to make huge money out of it. The
marketers have realized that the best way to
grab eyeballs is to project the message from
someone they adore. For example, if you
follow a fashion model on Instagram and
he/she posts about how comfortable and
fashionable a clothing range is, you are sure
to check it once. And if 1 out of 10 people
who see the post purchase it, the work of a
marketer is done!
Instagram, following the paths of Facebook
and twitter, introduced official handles for
companies where in they could display and
promote their offerings. But not many
people scrolled through their channels it
seemed, and that is when the Mad Men came
up with the idea of infiltrating all there is on
the social networking platform to make sure
their target audience knows about their
products.And what better way than profiles
of celebrities who have managed to get
thousands of followers already?
It all started with international and
national celebrities using Instagram to
promote the brands/products they
endorse. All they had to do was post a
picture of theirs wearing the clothes or
footwear of the label, and for this they
were paid extra money. Slowly the trend
started catching up, and all big and small
celebrities started looking for ways to
increase their Instagram followers in order
to grab these Insta-promotion offers from
companies.
Top brands like Nike and Adidas were thefront runners in this trend which is nowbeing copied by almost every player acrossalmost all industries in the world. Whetherit is a footwear brand, a clothing label orfitness company, they know they can findcost-effective popular ambassadors onInstagram easily. Lindsay Lohan has beenregularly posting pictures with Cocowhite,the teeth whitening and care product
SPECIAL STORY
NOVEMBER 2015 13
made popular by Instagram‟s who‟s who.
Kylie Jenner moves to a new house and
posts a picture saying the first thing she
wants to unpack is a Casper mattress. By her
side is a big box displaying Casper in neat
blue letters. It is clear that this photo was
uploaded only to scream Casper on
Instagram. But hey! Kylie‟s got her fans and
the marketers know that.
If one celebrity photo post reaches out to
thousands of people, imagine what would
happen if a lot of your favorite celebs start
posting the same thing. It‟s a big world out
there. Some brands have realized this
mathematics and are using a number of
celebrities across genres and industries to
promote their products. FitTea, they say, is a
heaven made match for Instagram. The label
has featured on Instagram profiles of Ed
West Wick, Pia Mia, Amber Rose, Melissa
Gorga, Vanessa Hudgens and many more.
Whether they are getting enough sales or
not is irrelevant, FitTea has positioned itself
as a brand that‟s keeping the celebrities fit
and beautiful for sure.
Today there is an Insta-Celebrity in almost
every field. As more people are joining
Instagram across the world, even the
companies in new markets like India are
also using non-traditional platforms.
Sonam Kapoor, the face of L'Oreal is
known to spam her social media profiles
with endorsements. Competing in the race
is Hrithik Roshan, who has been using his
profiles to promote his brand HRX. Other
famous Indian celebrities like Yami Gautam,
Alia Bhatt, Madhuri Dixit, Shraddha
Kapoor, Sonakshi Sinha, Amitabh Bachchan
and many more are also giving space to
their endorsement commitments on their
personal social media profiles.
Marketers have found the new golden
mine, and are exploiting it to the
maximum. All they have to do is look for a
popular Insta-Celebrity, approach them
with an offer they can‟t refuse, and the
task is done. Till when will it work nobody
knows, but until then the celebrities are
making big bucks simply by posing for
photos with props and brands are enjoying
the paid personal attention.
MARKETING FAUX PASSTORM IN A COFFEE CUP
If symbolism has a place in marketing, it
couldn‟t be proved better than the recent
Starbucks red cup controversy. It‟s surprising
that the design of a cup can stir up thousands
of people into almost a national debate over
the activities of their favorite coffee company,
so much so that the design of the coffee cup
becomes much more significant than coffee
itself.
The story goes like this. Every year, Starbucks
welcomes the holiday season by introducing
its red holiday cup. This event is so anticipated
that it has even given rise to countdown
clocks. Over the years, the Starbucks red
holiday cup has had a variety of „holiday
themed designs‟ like snowflakes, a snowman,
pine trees etc. This year however they decided
to go neutral and minimalist and ushered into
the festive season with a plain red cup with
the ubiquitous Starbucks logo.
The idea behind this was to offer
customers a blank red canvas of the cup
to create their own holiday stories.
Customers could write or draw their own
holiday story with a marker. This was in
turn misunderstood and negatively taken
by many Americans calling Starbucks
waging a „War on Christmas‟. The red cup
became a rage on social media like
Facebook and Twitter with
#BoycottStarbucks. The blank red cup was
considered offensive and demeaning to
the festive (Christmas) season in a
country which has majority Christian
population.
But there are also numerous liberal
Christians who are in no way affected by
the red cup move by the coffee company
and have welcomed it with #ItsJustACup
movement. When the CEO was asked for
his opinion, he gave the most real answer
saying that they wanted their customers
to go creative and make their own designs
this season. But this did not go down too
well with some Americans. They thought it
to be a dull justification for the issue. It is
indeed funny to realize that the most
advanced country in the world could be
perturbed by something as insignificant as
the design of their coffee cups.
14 THE MARKSMAN
MARKETING FAUX PAS
NOVEMBER 2015 15
There is also a popular opinion that Starbucks deliberately created this controversy as a
PR stunt. The controversy got people talking about Starbucks on social media platforms,
quite an inexpensive way to keep your brand visible during the festive season! Whether
good or bad, Starbucks still wins because every time someone talks about the cups, they
are eventually positioning the brand in the customer psyche. Silly as the controversy
may seem as much ado about nothing, it serves as an example of what drives consumers
during festive season and living up to the expectations of their most loved brands.
Hall-MARK CAMPAIGN#NaamBanteHainRiskSe –
Mountain Dew
Who doesn‟t want to be successful in life?
Success is a feeling that everybody wants to
experience at some point of time, but the
harsh truth is that success doesn‟t come
easily. The biggest step towards success is
the courage to take risk. This step of taking
risk and then achieving success is
campaigned by Mountain Dew, PepsiCo‟s
citrus flavoured carbonated drink that
associates itself with a fearless brand
proposition ,‟Darr ke Aage Jeet hai‟.
Recently Mountain Dew launched a new
campaign which is an extension of winning
over fear and is named „Naam Bante hai
Risk se‟. It‟s a campaign which is designed
to address the youth who drive our nation.
‟Darr ke Aage Jeet hai‟ is a campaign in
which a video was created that featured
the story of four friends, one of whom was
Hrithik, bracing up for a big car rally in
Dubai. While racing in the desert area, they
are far behind the others and Hrithik is
chided by one of his team mates to drive
faster. Soon they are faced with a massive
sandstorm, and all the other cars that
were ahead are seen returning. The same
team mate now tells Hrithik to return too.
Taking a sip from a bottle of Mountain
Dew, Hrithik finds his inner strength and
reassures the team that if they wanted to
make a name for themselves, they would
have to take risk. He drives the vehicle
right through the storm and returns to
win the race.The campaign was good but
to make it a major success Mountain Dew
had gone one step ahead to strengthen
their campaign by roping in real life heroes
who have taken risk to make a name for
themselves. They created another video
featuring Arunima Sinha, the national level
volleyball player, who lost her leg after
being pushed out of a train and could have
very well given up any hope in life, but had
the courage to take the risk of her life to
climb the Mount Everest with one leg.
16 THE MARKSMAN
HALL-MARK CAMPAIGN
This was one of the major victories (Jeet) in her life and the feeling of achieving this was
unbelievable for her.
Mountain Dew‟s ‟Darr ke Aage Jeet hai‟ and its extension „Naam Bante hai Risk se‟ are
campaigns through which PepsiCo wants to encourage people to take risk and wants to
show them that success is just hidden behind the huge mountain of risk.
NOVEMBER 2015 17
PIONEER
Jose Mourinho -The Special One
Jose Mourinho, when he started off his
career in the mid-1990s, got noticed as the
guy who would sit next to the English
manager. He was believed to be merely a
translator for Sir Bobby Robson. He
maintained this position at FC Porto and
then at Barcelona. His first break as a head
coach came in 2000 with SL Benfica.
However, that ended soon after nine months
as the new board was unwilling to adapt the
changes he desired in the club. Things
changed for him only in 2002 when he
joined FC Porto. Here, he got the freedom
he needed and helped the club achieve
numerous victories.
His much known Chelsea association first
happened in the year 2004. He became one
of the highest paid managers that year. He
then became very popular as „The Special
One‟ after he was quoted as saying, "I have
top players and I'm sorry, we have a top
manager. Please do not call me arrogant
because what I say is true. I'm European
champion, I'm not one out of the bottle, I
think I'm a special one." The club ended up
with two back to back victories in the
English Premier League under his guidance.
He changed the way the club played and his
popularity was soaring high. He earned the
respect and the trust of the players.
He‟s, however, often in the news for his witty
remarks and is known for being arrogant.
Arsene Wenger, the manager of Arsenal, one
of his biggest rivals said that he was
disconnected with reality and disrespectful.
There has been an ongoing feud between
the two, for years now and in October 2014
turned into a physical one too when Wenger
shoved Mourinho during a match at
Stamford Bridge. Post that Mourinho did not
surprise with his comment: “Charged? If it
was me it would have been a stadium ban.”
18 THE MARKSMAN
PIONEER
Mourinho is well known for bringing style
to the football field. His style has been
observed to have matured with age and
he always manages to do justice to his
stature with ease. He believes that the
football stadium is not just a pitch but a
place of work and one should be dressed
keeping that in mind. However, when GQ
talked to him about his style statement,
he just said that he is only famous for
being the champion of Chelsea. In the
first look, one sees nothing but
overconfidence and pride in Jose
Mourinho. However, ongoing closer, it is
clear that there is more than meets the
eye. He is a person who builds strong
relationships personally. His wife and he
met when they were merely teenagers.
They have been married for 26 years now.
Mourinho says that his wife and kids control
things at home and are the bosses there.. His
wife once asked him to get a tattoo but he
didn‟t want one as he thought it would hurt.
On her birthday soon after, he surprised her
by getting a tattoo of her name along with
the names of their kids. The family is very
close and he consults them for all major
decisions like accepting and leaving clubs.
Jose Mourinho is in the news for reasons
good and sometimes not so good. Haters
hate him but fans can never get enough of
him. There is something fascinating about the
confidence with which he walks around and
says whatever is on his mind. He has
definitely earned that for himself. The man
knows what he is doing and has no problem
in showing it off.A true pioneer, indeed.
NOVEMBER 2015 19
BookwormREVIEW OF “THE STATE OF DIGITAL
MARKETING SURVEY 2015”
20 THE MARKSMAN
Zmags is a digital publishing software that
provides the technology required by
businesses to deliver instant digital
gratification. The main functionality is
content marketing technology built for
marketers whose first choice is attention-
grasping digital experiences but the
engrossing tasks of their businesses does
not permit them enough time for lengthy
technology learning curves and custom
development.
Most of today‟s leading companies like
Nike, Neiman Marcus, Kate Spade, Whole
Foods, Audi and more, trust Zmags to help
them to connect with their customers
when most needed.
This study was undertaken by Zmags and it
comprises of a survey results which took
under consideration 200 of today‟s top
marketers and studied their marketing
trends and priorities. The main subjects of
the research were :
1. most critical success factors
2. Biggest challenges
3. important technologies
4. Time taken
THE FIRST QUESTION was critical success
factors in creating digital experiences. 49%
of the responses said that the content was
considered to be the most important factor
in creating digital experiences.
It was aimed to get people‟s attention. Any
campaign is bound to fail without good
content. THE RICH CONTENT Bold images
and multimedia content impact the minds of
people more than the dull , old and boring
ways . Speed of processing of visual data is
60000 times of the text according to studies.
56% of the content available on the internet
is images. THE SECOND QUESTION was
about the biggest challenge in delivering the
new digital marketing experiences. Lack of
time seems to be the most vulnerable reason.
It is also related to dependencies on 3rd
parties, agencies and IT (23%). 79% of the
marketers say that it is a major challenge to
get people‟s attention and the Content
Marketing says that 69% feel the need of
more time and the problems faced by the lack
of time are a lot. Also, a shockingly 47% of the
consumers do not expect more than 2
seconds of delay in the loading of web pages
otherwise they wander off. So, it calls for “
instant digital gratification” because of today‟s
generation. THE THIRD QUESTION asks the
technical market challenges
The main issue that surfaced up was the issue
of designing web updates. Collaborating and
publishing are less challenging, according to
the marketers. But publishing might have been
ranked as less challenging because this
process is often handed off to a third party or
IT group by the marketers to get it managed.
Bookworm
NOVEMBER 2015 21
Creating and updating content on digital
channels demands to be easier for the
marketers. Achievement of contextual
marketing objectives (set by industry) is not
possible for the marketers, if the designing
content is cumbersome.So, marketing is not
as easy as it seems .Out of the 2000
marketers surveyed, 21% of marketers have
agreed that they spend 15 or more hours a
week in the managing of services vendors
which indicates the urgency of the need of
finding tools and techniques to simplify the
digital marketing process. THE FOURTH
QUESTION refers to the most important
technology in the consumer digital
marketing strategy for the coming year i.e.
2016. Mobile technology tops the chart by
being that technology no longer the one
most talked about , but the one most
invested in. Thus, it is the medium which is
used the most for reaching out to the
consumers .According to a survey ,more
than half of the web traffic for the retailers is
coming from mobiles which proves that the
most used technology is the mobile. Another
finding that makes the mobile as a critical
component of any good marketing strategy
is that of the Branding Brand Mobile
Commerce Index according to which across
the top 200 brands, 51% of their web traffic
comes from mobile. THE LAST QUESTION
was the time taken by the companies to
create and publish new digital marketing
campaigns across channels. The results
showed (23%) of the respondents are taking
a month or more to launch campaigns while
56% take at least week
So, the results of this survey clearly resonate
around the four R‟s of market.
a) Rich : 49%of the marketers consider the
most critical factor for success as “Content”.
b) Rapid : The main challenge is lack of time.
They need tools which make the delivery of
the experiences “Rapid” and without delays.
c) Reach : The top priority is mobile
technology . The important factor is
connection in this era of globalisation.
d) Revenues : Finally, everything should keep
its focus on the customer experiences and
ease..
Zoomcar holds the excellence of being India‟s
1st 100 percent car rental company. It permits
users to rent cars by the hour, day, week or
month. It had been founded in 2013 by David
Back and Greg Morgan; and is headquartered
in Bangalore. Back and Morgan both backed
out of business schools to move to India and
pursue Zoom. Zoom started with a fleet of
seven cars and as of October 2014, Zoom
operates over 280 cars in Bangalore alone. It's
currently present in cities like Mumbai, Pune,
Delhi NCR, Chennai and Hyderabad as
well.The company‟s ever increasing fleet which
is presently clocking over 1200 cars includes
Ford Figo and Ecosport, Honda city and
Amaze, Mahindra Scorpio and XUV, Tata safari
and Nano, BMW three Series, and also the
Mercedes A class and GLA. It has plans to
expand to 10 more cities and almost triple its
fleet to 3500 by early next year. The company
is also looking to add automatic and luxury
cars to its kitty by next year. The startup
focusses solely on self-drive, currently a
speedily growing segment in India. Zoom is a
membership based service that provides self-
drive cars on rent, using technology to form
an integrated booking and billing platform that
enables members to order a automotive
through the web site or a mobile application.
In an interview, Greg Morgan, founder and
CEO of Zoomcar, mentioned that the largest
challenge they faced in India was with the
regulatory system and licensing. Also, they
admitted to having issues with the payment
ZOOMCAR
KickStart
22 THE MARKSMAN
system in India, since there's lots of
friction within the payment sector as
refunds are still for the most part broken.
On being asked why they chose India,
Morgan replied that it has the most
effective opportunities for this business
within the world owing to its sheer size
and scale of operations. Another hurdle
came within the type of David Back
(Zoom‟s cofounder) resigning early this
year owing to personal reasons. However,
Morgan maintained that the transition was
sleek and Back remains on the Board in an
advisor role. The company founded by
Moran and Back has raised $12.5 million
since its inception in 2012. In October, the
company raised near $8 million from
Sequoia Capital, former Infosys Ltd chief
financial officer T.V. Mohandas Pai, Abhay
Jain of the Manipal group, and a few
alternative strategic investors. Zoomcar
has been featured within the hottest
fifteen startups of the year, by The
Economic Times and is surely turning
heads for all the right reasons. What with
the booming economy and westernization
of our culture, with more and more
people opting for self-reliance and
comfort, this startup is surely one to
watch out for!
FEATURED ARTICLE
The first advertisement reinforces the
existing social belief of fair skin being
the precursor to success. The second
one indicates the waning of the taboo
associated with widow remarriages in
the Indian society and the third is
suggestive of an emerging culture of
entrepreneurship manifesting itself into
“start-ups”.
On a larger canvas, these
advertisements arranged in the order of
least to most recent are symbolic of the
changing times and thus mind-sets.
Entrepreneurship is therefore the
emerging contagious culture and “Start-
ups”; the new buzzword.
NOVEMBER 2015 23
Startup boom and the changing theme of Indian advertising
Purbasha Patnaik
- XimbWe Indians love symbols- symbols that
reinstate the prevalence of a culture, symbols
that suggest the waning of a culture and
symbols that suggest the emergence of a new
culture. What our nation is also fond of is a
paradoxical mix of both the obvious and the
subtle rolled into one.
Therefore, what better way than
communicating the symbols to them through a
30 second story which subtly puts forth the
obvious!!
“Advertisements” are what we call these
stories! A girl being rejected by a modelling
agency as she was dark skinned and later asked
to be a model for the same post her “fairness-
makeover” -Fair & Lovely Fairness cream.
A dark skinned confident woman, also a widow
with a daughter is shown getting married again
with her daughter enjoying the wedding
celebrations- Tanishq widow remarriage. An
ex-employee meeting up with his retired boss
at a restaurant and offering him to join his
start up as the CEO- Titan Moon Phase watch
series.
With the “start-up” culture influencing the
nation socially and economically it is no
surprise that their reflection is also being
observed in the Indian Advertising landscape.
The Titan Moon Phase watch series
advertisement created by Ogilvy and Mather
with the tagline “Your time has come”
acknowledges the dynamically evolving
workplace relationships and attributes the
young and entrepreneurial mind-set for the
same.
The HP Ad campaign created by BBDO
India, shows a long haired young man
working on his laptop at a coffee shop being
mocked at by suited employees of a
company. This young man later turns out to
be the investor these suited employees were
supposed to meet for their company. This ad
with its Hashtag of “Bend the Rules”
emphasises upon the nascency of the “start-
up” culture in our country by illustrating the
tension that transpires between the old and
prescriptive work place relationships and the
new autonomy and innovation driven
workplace relationships. Much like owningone’s own house was an aspirational man’sdream in the Baby Boomer generation;owning a company is an aspirational
24 THE MARKSMAN
FEATURED ARTICLE
According to Nasscom, India is one of the
first 5 largest start-up communities in the
world with the number of start-ups
crossing 42,000 by the end of 2015. And in
what is believed to be a conservative
estimate, the Indian start-ups have attracted
investments worth $5 Billion.
This “start-up boom” can be accredited to
the fact that millennials are increasingly
forming the major chunk of the country‟s
workforce and a hefty pay package is
actually not a major driver which they look
for in a job. Instead, a study conducted by
the Intelligent Group found that-
1. 72% of the Millennials would like to be
their own boss. And if they do have to
work under a boss, 79% felt that
he/she should be more of a guide or
mentor to them.
2. 74% wanted flexible working
schedules.
3. 88% wanted “work-life integration”: a
seamless blending of one‟s personal
and professional life without having to
compromise on either.
These statistics indicate a primary need
among the millennials to be masters of
their own will and thus an increased
inclination towards entrepreneurial
ventures which come with an implicit
benefaction of challenge, flexibility, creativity
and recognition. In other words, everything
that the Millennials value today. No wonder
many of the graduates and Post graduates
from premier Indian Institutes such as the
IITs and IIMs are contemplating establishing
their own companies instead of joining well
renowned corporate houses.
NOVEMBER 2015 25
FEATURED ARTICLE
individual‟s dream in the millennial generation. And the urgency with which they seek the
realization of this dream is validated by the young age within which they establish their own
companies. In both the above discussed ads the main protagonists have been young men in
their 20‟s and 30‟s.
A vibrant and zippy office.
Egalitarian work culture.
Flexible work timings.
Acknowledgement of Innovation & Creativity.
Organic organisational hierarchy.
Challenging nature of work.
For those who can imagine these in an organization, they shall surely be motivated to create
one themselves and for others who can‟t there are always the 30 second stories called
“Advertisements” to illustrate these and the many other perks that the emerging start-up
culture has on offer. While boosting the economy; as a “Spill-over effect” this culture has also
upped the “coolness” quotient associated with starting a business. With this “coolness”
substantiating itself through meaningful advertisements no doubt the winds are changing as
the symbols are finally being understood by the nation.
FEATURED ARTICLEGrowing consumer frustration over online ad clutter
- A threat to new age marketing.
Viabhav Singh
-Sibm PuneDid marketers ever envision reaching out to
the fruit vendor in the remotest part of the
country with the help of a wireless device.
Well, that‟s happening right now and its
happening more rampantly than we imagine
it to be. A conventional old timer approach
for reaching the vendor would be to
advertise on the Doordarshan which that
typical segment of the crowd would watch
or to reach out to him via Vivid Bharti
through the ever green Akashwani aka All
India Radio. However, that‟s not the only way
this extensive communication is taking place.
This new form of marketing is called as „The
new age marketing‟ which combines both
online and offline platforms.Much has been
written about the offline platforms and a lot
of us are aware of its importance, so let‟s
shift our attention to „online platforms aka
Digital Marketing‟. Simply put, any form ofmarketing done via one or the other form ofelectronic media is called Digital Marketing.Digital Marketing has seen huge growth inthe recent times owing to its uniqueadvantage and edge over the traditionalform of communication. The primary onebeing that the traditional form does notoffer instant feedback and report which itsdigital counterpart does. This helpsmarketers plan and allocate the resources
26 THE MARKSMAN
well for the campaign and because it is
digital, a reporting engine can be layered
within a campaign allowing the organization
see in real-time how that campaign is
performing, such as what is being viewed,
how often, how long, as well as other actions
such as response rates and purchases made.
Currently (as of 2015), „Digital or Online
Marketing‟ isn‟t an entirely new phenomenon
for either small or big business owners. In
fact, it has proved to be a game changer for
the new or small business owners who can
now fight their deep pocketed rivals with
more or less on equal grounds as the online
marketing starts dominating its offline
counterpart.
However, the unbridled growth of Online
marketing which was initially presumed to
be a win-win situation for both the business
owners and the consumers is soon turning
out to be bitter for the latter. As this
rampant growth of online advertising
created another concern for the online
media which was ‘The Online
Advertisement Clutter’
„The Online Advertisement Clutter‟
(Henceforth, referred as Ad clutter) can be
defined as the overcrowding of a web page
with advertising units to the point of
degrading the web users‟ experience. Not
only does this affect the user experience but
it also has a negative effect on the websites
visits and popularity.
NOVEMBER 2015 27
The Burst survey found that for more than
half the people(52.6%) there is low
tolerance for more than two advertising
units per web page. Around a quarter of
the respondents (27.3%) say they will
tolerate only a single advertisement per
web page, and another quarter (25.3%) will
tolerate just two ads per page.
Clutter has also proved to impact
audience site experience and lead to site
rejection. More than a quarter of
respondents chose to immediately
abandon the site if they find it to be ad
cluttered. Women were more likely to
abandon than men with 32% against 27%
of the men.
However, the most resounding finding that
was drawn from this survey was the
negative impact Ad clutter had on the
consumer‟s perception of a promoter‟s
products and services. More than half of
the respondents started having a negative
opinion of the advertiser when their
advertisement appeared on the webpage
which they perceived as cluttered.
This leaves a big question for marketers
on how to make the most of the digital
platform without getting lost in the clutter
world and getting their brand faded. Well,
firstly as an advertiser it is prerogative to
choose your media vehicles carefully.
Cluttered media vehicle can adversely
affect the brand and instead of boosting
the advertisement it acts as a hidden cost
affecting the effectiveness of the message
So to ensure maximum reach and positive
brand perception, carefully choose a
partner who provides full transparency
and ensures quality placements of ads.
Secondly, the message communicated should
be clean, clear and direct. The last thing to get
consumers attention is via a message which is
long, complex and unclear. So, to ensure
relevance in consumer‟s mind, target with
exciting short communications which catches
attention and stays in the recipient‟s mind.
Thirdly, innovate the communication by
targeting at individuals. Data analytics and big
data are one of the main weapons of the
digital platforms. Hence, digital marketing
source can be customized to target only the
desired TMS (Target Market Segment) by
selectively targeting the channel/website, thus
giving a relevant penetration to the company.
To conclude, Digital marketing is here to stay.
However, Marketers needs to be smart and
prompt in identifying the flip side of Ad
clutter created as a result of low entry
barriers to it. These challenges, if identified
and overcome will help each business in
communicating effectively to the consumers,
differentiating itself with the rest and thus
become a leader in their respective sectors.
FEATURED ARTICLE
SquareHead
28 THE MARKSMAN
BUZZ
CLUES
PUZZLE ACROSS
DOWN
1. This online marketplace for ethnic
products recently raised USD 34 million
in funding
2. This brand uses a girl dressed in a
polka dotted frock on billboards which
comments on the latest happenings in
the country with humour
3. Restaurant search app lays off 10%
(approx. 300) of its workforce this
October mainly in the US
6. Nestle partnered with this e-
commerce giant to re-launch Maggi
Answers:Across
4. Leo Burnett 5. OLA 7. Minions 8. Deepak Tuli
Down:
1. Craftsvilla2. Amul3. Zomato6. Snapdeal
4. HDFC bank picks this advertising
agency for its new brand campaign
5. This cab operator provided ferry
services to the water-logged city of
Chennai
7. Universal Studios spent approx. USD
593 million on this movie‟s promotion
and marketing, largest amount spent by
the studio till date
8. Former co-founder and COO of Goibibo joined MakeMyTrip as Senior VP, growth business
7. Facebook's Internet.org is now renamed to?
NOVEMBER 2015 29
Call for ARTICLES
CALL FOR ARTICLES DECEMBER 2015
Articles can be sent on any one of the following topics*:
*Please ensure that there is no plagiarism and all references are
clearly mentioned.
The best adjudged article will be given a Winner’s Certificate.
Deadline for the submission of article : 20th December, 2015
1. One article can have only one author.
2. Your article should be approximately 800-850
words and MUST be replete with relevant
pictures that can be used to enhance the
article.
3. FontType: Gill Sans MT
4. Font Size: 14.
5. Send your article in .doc/.docx format to
6. Subtitle line: Your name_Institute
Name_CourseYear
7. Kindly name your file as : Your name_Topic
1. AIB’s Vigyapanti and the next gen ad wings
2. Is Video Marketing the king of new age marketing?
3. Aamir Khan’s personal opinion turning Dil Ki Deal
to Dil Ka Attack for Snapdeal : How personal views
affect brands
30 THE MARKSMAN
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he-marksman.html
THE TEAMTWEETS by
Ishita Shah
It’s all about AD-itude by
Sampada Srivastava
Brand MARKive by
Shikhar Dubey
COVER STORY by
PriyankWani
SPECIAL STORY by
Samarth Amarnani
FAUX PAS by
Janhavi Kothari
HALLMARK CAMPAIGN by
Vivek Gariba
PIONEER by
Mansi Mahajani
BOOKWORM by
Neha Sharma
SquAreheaD by
Kashyap Salvi
BUZZ by
Ashka Mevawala
KickStart by
Shruti Mohapatra
PROOF READ by
Dipika Soneja
Ashka Mevawala
Janhavi Kothari
Neha Sharma
DESIGNING by
Ishita Shah
Kashyap Salvi
PROMOTIONS by
Dipika Soneja
Ashka Mevawala
The MARKSMAN is the
newsletter of INTERFACE, the
Marketing Club at K.J. Somaiya
Institute of Management Studies
and Research, Mumbai.
Images used in THE
MARKSMAN are subject to
copyright. THE MARKSMAN
does not take any responsibility
of any kind of plagiarism in the
articles received from students
of other colleges.
The TEAM
NOVEMBER 2015 31