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Volume 1, Issue 1

MAGMA MAGazine of MArketing An initiative by the SIMSREE Marketing Forum What is MAGMA? Why MAGMA? MAGMA stands for MAGazine of/for MArketing. This is the magazine of the marketing forum of SIMSREE. This magazine is aimed at development the marketing acumen of students of SIMSREE by sharing the latest developments in the world of marketing, discussing emerging trends and analyzing the latest hits and flops in the fields of advertising, promotion, branding, market research and all things marketing. In contemporary literal terms, the word “magma” stands for the hot, fiery, molten material lurking beneath the surface of the earth. That is how we, the students of marketing at SIMSREE see ourselves: full of energy, potential and ideas just waiting to break the surface, just waiting for an opportunity. We see the SIMSREE marketing forum as a sort of an incubation ground for us to polish our skills as marketeers. And MAGMA is our communication with the rest of the world !!!

Latest Marketing News Shaadi.com launches Angry Brides In a bid to fight the dowry menace, the online matchmaking portal has launched an online game titled Angry Brides inspired by Angry Birds. Available as a free application on Facebook, it has already attracted more than 270,000 'likes '. The game spans three levels where the player gets to interact with three bridegrooms carrying a heavy dowry price tag. The player needs to strike the dodging grooms with a range of weapons spanning household items like rolling pin, sandals, utensils, and brooms. Each strike decreases the dowry demanded by the groom, and adds it to the player's points called the 'anti -dowry fund', which can be published on their Facebook wall/Timeline.

Goodbye Airbags Mercedes attempts to makes airbags obsolete in its new TVC .In its latest TVC for its new B - Class variant, Mercedes marks the advent of its “Collision prevent assist” feature. The ad titled “Thanks, Airbag” signals the change in emphasis where Mercedes is trying to ensure that the airbag is needed less and less. Along with adaptive brake assist, the Collision Prevention Assist feature uses radar to look for likely collision targets in front of the car and seeks to prevent any head on collision. The ad can be found at

http://youtu.be/LWNYKXBx-K4

http://facebook.com/AngryBrides Sydenham Institute of Management Studies, Research and Entrepreneurship Education


Volume 1, Issue 1

Innovation and the Book By Pranav Koli, Member emergence of FaceBook, twitter, YouTube and other social networking media, we find that the promotion of a product is lesser and lesser in the hands of a marketer and much more in those of the customer. Twitter, not just a social networking site, but an entire new medium in itself, has greatly changed the way people communicate. Companies are quickly jumping the bandwagon to utilize these new media, but we have seen many a company burn their hands while trying their inexperienced hands at these new Luckily, I did not have to look too far or too long for tools. an answer. There was another article on another page of the same issue which, in effect states: “The In these rapidly changing times, how relevant has fear of failure is choking innovation”. Ad makers are classroom education and books remained? The 4P’s sticking to what they know to be safe options rather marketing mix model is more than 50 years old, than venture out into the unknown, preventing Porter’s Five forces model more than 30, the Value innovation and creativity which are the very pillars of Chain concept 25. Do any of these concepts have any marketing. The article talked about when the significance in today’s market? Ask any marketer medium of TV advertisement first came into being. and he will always refer to the book – the one we People initially thought of it as “radio with pictures” marketers have come to lovingly call as “The Kotler”. or “print ads with sound (and motion)” and Even when you look into “The Kotler”, you will see advertised accordingly. Only when people started concepts, guidelines and steps to undertake any thinking of TV as a completely different entity, were activity, but most importantly, there are cases and they truly freed of their shackles and began truly example of companies, who did not stick to these utilizing the immense potential it had. People came guidelines, went above and beyond what was to the TV with all sorts of crazy ideas, some of them expected and emerged as market leaders. So that’s became instant classics, many tanked miserably. But what these books teach us – not what has to be these failures are the ones that taught the industry done, but the very minimum base guideline of what much more than the successes ever would. In any must be done. We have to know the rules of the creative and innovative industry, failures are a fact of game, before we can rise to challenge them. And for life and we have to learn to embrace them, accept learning these things what we need to do is not just learn to love “The Kotler”, but to go above and them, learn from them and finally move on. That is the business we, as marketers are in, the beyond that – industry analysis, brand analysis, ad analysis, case studies. We should learn from the business of venturing out in the unknown. successes and failures of those who camebefore us

Just

the other day, I was going through the Brand Equity supplement of “The Economic Times” (Yeah, I do read it ... sometimes), on the last page there were a list of bad advertisements this year. I agreed with some of the items on the list, disagreed with some, but nevertheless, that list got me thinking: “Why do advertisements fail ?”, “Where do these Ad Men go wrong ?”, “What can be done to stop such a disaster from happening?”.

After people came to embrace the media of TV advertisements, came the reign of internet Only by learning what has already been done can we advertising. The industry has just come to terms with be true to our field as marketers – that is to ‘do it when we are faced with a new challenge: –The era something different’, to be creative, to innovate… of social marketing has dawned. With the

Sydenham Institute of Management Studies, Research and Entrepreneurship Education


Volume 1, Issue 1

The tapioca story This short story is a part of a larger article titled “Tapioca and TATA nano : a PR story” by Sajith, a PGDM student at IIM Calcutta, batch of 2103 published on “The Marketers” website. The article is a good insight on why the TATA nano could not achieve the success story everyone had envisioned for it. It is a very good article and I urge everyone to visit the original article at http://www.themarketers.in/tapioca-tata-nano-some-pr-lessons/

Also known as Cassava, this tuber is a staple food And thus born was the mother of all marketing for about 500 million of the world population, tricks. mostly in the tropical regions. Like the Potato, Tapioca too originated in the Andes and was spread The legend has it that, the King cultivated the tuber on a field adjacent to the palace, with a fence across the world by European traders. around it and the army deployed to guard it. It was the second half of the 19th century and the Announcements were made in true royal style erstwhile kingdom of Travancore was experiencing a around the kingdom about the Special Royal Plant severe famine. The King was looking for cheaper, imported from Portugal exclusively for the King and easy to grow alternatives for rice and found the the royal family. The announcements also described solution to be the Tapioca tuber brought by the in detail the cultivation and cooking of Tapioca, Portuguese. Tapioca was perfect for the including how to recognize when the plants are population’s need and geography. Cheap to ready for harvesting and replanting. And of course, cultivate, has similar carbohydrate content as rice there were severe penalties involved if anyone is and can be used with the same side dishes as rice. found meddling with the exclusive crop. But making the whole Kingdom adopt this new crop was a problem. Pepsico and Kellogg’s turmoil in So when the crop near the palace was ready for India show how difficult it is to get into people’s harvesting, the whole country knew exactly how delicious tapioca dish is and what to do if you get food habits. hold of some. And one of those days, for reasons Anyways, the King had enough marketing acumen to known only to the King, the army was withdrawn know that even at the Bottom of the Pyramid, from the crop’s guarding duty. And no marks for people look for value and that brand positioning is guessing - the people were thus tricked into stealing critical. The King couldn’t just issue an order to get it the whole crop overnight. adopted by the masses saying it’s cheap and easy to And it is the second most common staple food in cultivate and cook. the state of Kerala to this day.

Sydenham Institute of Management Studies, Research and Entrepreneurship Education


Volume 1, Issue 1

Advertising Goals Pyramid When

you are advertising or running any other promotion campaign, what should your goals be?

Trust

Awareness - First and foremost, you must let the consumer know that your product exists! All advertisements do that.

Emotional Benifit

Functional Attributes - Once your consumer knows you exist, next you have to tell him what your product is and what it does. Appeal to his rational side. Most advertisements do this as well.

Functional Attributes

Emotional Benefits - Now that your consumer knows that your product exists and what it does, let him know how that is going to affect him and benefit him. Appeal to his emotional side. This is where many advertisers falter. Trust – Finally, build a relation of trust with your customer. This is the most difficult to do and very few campaigns manage to do this. This is because this step is not a function of the advertising alone but of your product and its track record.

Product Awareness There are a very few brands which have managed to build a relationship of total trust with its users. Some of them are Dettol, Colgate and Apple. When this happens, you brand becomes a "Cult Brand". We will discuss the topic of Cult Brands and how to build a cult brand in a later issue.

Invitation for articles We at the SIMSREE Marketing Forum had great fun creating this first issue of MAGMA. We look forward to come out with numerous more issues. But to be able to achieve this, we need help and support from you, the reader. We hereby, invite all our readers to contribute articles to MAGMA. You may write articles on any topic pertaining to marketing or MBA in general. If you are basing your article on someone else’s, please provide full credit to the original source and it would be nice if you could include a link to the same. If you find any article which you think merits attention and would like to share with everyone else, please send us the same. Send in your articles to : simsree.marketing.forum@gmail.com Any comments, suggestions, complaints, critique, encouraging words ?? Get in touch with the SIMSREE marketing Forum at : simsree.marketing.forum@gmail.com

Sydenham Institute of Management Studies, Research and Entrepreneurship Education


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