November2019,issue

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Top‘ Moments onInternet

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MAD cl ub Excl usi ve Intervi ews

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MOMENT MARKETING IntheageofDigitization

“Eitherwritesomethingworthreadingordosomethingworthwritingabout” Benj ami nFr ankl i n

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VGSoM, IIT Kharagpur With a commendable contribution from IIT Kharagpur’s noted alumnus (1967) Mr Vinod Gupta, founder-chairman of infoUSA, the Vinod Gupta School of Management was established with a mission to develop outstanding management professionals capable of playing leadership roles in their chosen careers in organizations in different sectors of the economy. Some of the areas where VGSoMites have excelled are technology driven and knowledge- based industries that are characterized by a high degree of globalization, dynamism, complexity and innovation. The school boasts of highly qualified faculty with a considerable academic and industrial experience and strong associated Faculty of sister departments. As a result, the institute has a healthy student faculty ratio. Being a part of large and vibrant academic community the management students have the opportunity in a wide range of extra-curricular activities and develop the managerial and leadership capabilities. A modern and aesthetically designed building, well-equipped computer laboratory, exclusive library with books in all functional areas of management and an atmosphere conducive to learning are some of the specialities of the school

MAD Club Marketing and Advertising Club (MAD) is the home to marketing and sales enthusiasts of Vinod Gupta School of Management. MAD organizes events and competitions throughout the year that help the members and students to test their marketing acumen. MAD is also responsible for conducting live projects and workshops in the marketing domain. The various events hosted by the club such as Leader’s challenge, Think Vent, etc., help in keeping the participants conversant with the ongoing trends and developments in the sales and marketing vista. Venalicium, a pan IIT business quiz examines the business knowledge of the students. ‘Kotlergiri’ is a fun-filled competition nurtures the creative aspect of the students and ‘Tagmad’ is organized as a part of the pre-induction activity for the junior batch. The TOI sales drive which happens every year is directed towards inculcating the sales rigor and customer relationship in future managers. The MAD Club is also lauded for its annual magazine, ‘Madazine’. The magazine features interviews from various industry stalwarts, advertisement analyses, and articles on the latest trends in the world of marketing and advertising.

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From Editor’s Desk Editing Team Kalaivani K H Srinivas Nikhil Gupta Asif Rahman

Vishnu Prasanth Aayush Srivatsava Mridul Swaroop Rahul Ganesh

“Moment marketing is the ability to take advantage of an event to deliver relevant and related, seemingly spontaneous, and often fleeting interactions with customers in real time.”— William Grobel, Senior Manager, Deloitte Digital. In today’s day and age where people have an average attention span of 8 seconds, it has become all the more important for marketers to tap into topical trends and events or “moments” that attract public attention. Moment Marketing is to capitalize on these trends to create relevant and consistent connections between offline and online media in real time. In this edition of ‘MADAZINE’ we have extensively covered this area of niche marketing that has emerged to be at the forefront, albeit recently. We have article submissions pouring in from various B-schools on various nuances of Moment marketing and few have been lucky to feature in this edition. In addition to this, we have an interview series of eminent industry personalities from diverse backgrounds sharing their thoughts and wisdom on areas encompassing marketing, branding and economy at large. ‘Top Moments of Internet’ highlights the top sensational trends over the last year that has kept the internet in frenzy. Adanalysis dissects an Amul creative and deep dives into psychological trappings of a Coke ad. New introduction to this edition is a story of an entrepreneurial ingenuity that finds mention in “Inspiring Marketing Stories, and a timeline that covers the entire marketing journey. We are thankful to the entire VGSoM fraternity for their continuous support to make the release of this edition of MADAZINE a success. Special thanks to the Dean of our School Prof. Prabina Rajib and our faculty coordinator, Biplab Dutta for their encouragement and guidance.

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Contents 1

2.About the institute 3.From the editor’s desk 4. Evolution of Marketing

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5. MAD Club Exclusive Interviews

Ms. Dola Halder Brand Head

Doritos, Pepsico India Takes a talk About OTT industry 9

Speaks On Brand Management 7

Ms. Divya Dixit Sr.Vice President & Head Marketing, ALT Balaji

Mr. Amit Tyagi Chief Marketing Officer Sonata Software Limited

Expresses his Views On B2B marketing 11

Mr.Sandeep Singh Managing Director TATA Hitachi Shares opinions On Digitization and Technology 15

Talks about Slowdown and Future managers 13

Dr.Kiran Pedada Assistant Professor ISB Hyderabad

6.We speak– Articles from our competition

Impact of smartphones on the marketing world

Moment Marketing in Rural India 19

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7.Ad– Analysis 8. Inspiring Marketing Stories 9.Case– Study competition 10.Our sponsor 11.Our events 12.Galerie de photos

Moment Marketing: Make it more than just a fad 22

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Evolution of Marketing

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MAD Club Exclusive 1.Doritos is new to the Indian market and there are already wellestablished chips brands. What are the challenges you faced in marketing Doritos in India? Establishing a new brand and more so a new category is always challenging. For Doritos, both were applicable – we are still a considerably new brand and play in a category, Tortilla Chips which is not native to India, unlike Potato Chips and Namkeens. Hence, our task really is not just to grow the brand but also to grow the category. Driving category and brand awareness via the rigmarole of sampling, rigorous distribution and functional communication which drives category relevance has been our key strategy.

2.You have worked both as a brand manager and as a sales manager at PepsiCo. How are the challenges different for both the positions and how have you tackled it? While both the roles were significantly different in terms their dayjobs, there are multiple parallel threads that I can draw – which in my mind are bigger take-aways. Firstly, both the roles are about people management – direct reportees and distribution partners in case of sales and crossfunctional teams and agency partners in case of Brand. Secondly, it is critical to submerge in customers, distributors and retailers in case of Sales and shoppers/consumers in case of Brand. Also, broad business sense, ability to understand commercials, ability to foresee risks and mitigate them are equi-present in both. I loved Sales as much as I enjoy Brands.

3.Can you share your journey and experience as a winner of the prestigious 'Corporate diva' edition 4?

Corporate Diva is a unique platform by the Health of Woman Forum, where women embark on the journey of self-development and take charge of their own progress. I was fortunate to have participated in the same, and while initially it was all about winning the event for me, having experienced the process, I realized that the concept was far beyond the tag one wins. I won Corporate Diva early 2019, however, I have been closely associated with the Forum till date. In fact, we together launched the Delhi Chapter of the platform as of 7th Sep’19 and now Delhi gets to experience what Bangalore did all this while.

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4. You have been working with PepsiCo for 7 years, in different roles, tell us about your association with PepsiCo till now? “Stellar” is the word! The beauty about PepsiCo is, it is 3 companies rolled into one (figuratively speaking) – Foods, Beverages and Nutrition. Hence, there are ample opportunities, in-house, to dabble with different categories, consumer truths and work on varied roles and functions. This makes up for a great holistic learning experience and makes one future ready. Even more importantly, PepsiCo is woven by the fabric called “Passion” which reflects in the way we take up goals and execute. Case in-point, PepsiCo’s pledge to reduce multilayered Plastic wherein we have partnered with other competitive players in the industry to work together for the great cause.

Ms. Dola Halder Brand Head Doritos, Pepsico India

An Alumna of SRCC and IIM-K, Ms.Dola is a passionate marketeer and titled Corporate Diva 2019.

5. In your opinion, what are the qualities that make a marketer, a successful brand 3 must haves in my mind. 1st – Be a right mix of Marketing and Finance. Every Brand Manager is the custodian of Brand Business and hence it is imperative to be able to look at the complete picture of Brand Financials, as much as to be on the top-game when it comes to Consumers. For instance, one should not shy away from being well-versed with and in complete control of every line item on the Brand P&L, be it COGS, Taxes, Freight etc. 2nd – Be digitally savvy, especially In the context of today’s era of Industrial Revolution 4.0, wherein Digitization is more than just a reality. One needs to embrace digitalization across – be it listening to consumer feedback across platforms or expanding presence on new-commerce or leveraging valuable and brand-relevant consumer behavioral data to churn out brand strategy. 3rd – Keep regulatory authorities as close as one keeps consumers. A Brand Manager simply cannot be light-hearted towards regulations/compliances and needs to work in close tandem with legal and regulatory advisory teams.

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MAD Club Exclusive 1. India is expected to become the largest online video viewing market by 2020. What is the strategy of ALT Balaji to leverage the opportunity? By 2022, the Indian video OTT market will be amongst the top-10 markets globally with market size of USD 823 million (Rs 5,363 crore). The factors that will play a key role in this taking place will be mass connectivity, mobile devices becoming the primary source of content consumption, penetrative pricing, additional revenue streams, innovations on platforms and the ability to provide unique narratives and personalized offerings to consumer segments. As an emerging player in the homegrown OTT sector, ALTBalaji will leverage all these options to drive the future strategy thereby massifying the OTT space to capture eyeballs across not only Metros but Tier III towns as well.

2. Do you think having management degree makes a person to accelerate the growth in media/ entertainment industry? I have worked across retail, tele-

com, broadcast and digital and there are different management styles in each industry. The common denominator here is that we, as a country, are emotional and the media is more of a personality led industry. Apparently, with 7Ps, a management degree is meant to teach you how to manage product, price, promotion, place, packaging, positioning and people. Having a management degree does give you an added advantage over the others since you get a much better understanding of the personalities and product. Once that is managed, the rest is easy to navigate.

3. Balaji has worked greatly in television space. So what is the core difference you observed in online audience and television audience? I would like to contend this point that there is not much difference. However, Television offers an inclusive viewing experience while digital is more of an individualistic viewing. However, as smart connected devices grow in the country, digital will slowly become more inclusive. The digital journey started with catch up tv in the very beginning and provided relief to the viewers from the tyranny of appointment viewing in the broadcast. This attracted the digital -first audience, the youth. Today at ALTBalaji, we serve across genres of thriller, drama, youth, romance, horror and comedy, thereby making it a wellrounded content portfolio which serves across mindsets and not age or gender.

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4.What is your success mantra?

I don’t have a mantra, but I do have two suggestions for our young generation who will soon enter the world of professionalism. The world does not owe you anything, it is up to you to prove yourself. And yes, you may have to prove yourself time and again. The other thing that I have always followed through is to be disciplined. Do not at any time get complacent and instead work on your identity and keep evolving as a professional. This probably comes from my average middle class background and my mother being a professor and a strict disciplinarian 5. How are you planning to make your content popular in the Indian market wherein the other OTT players are launching series with Bollywood Superstars?

Ms.Divya Dixit Sr.Vice President & Head Marketing, ALT Balaji A corporate leader with 20 years experience in marketing and building brands

Today the Indian OTT space is fiercely competitive with 36 different players vying for attention at the national and regional levels. With the popularity of the medium, owing to the affordable pricing of internet data and smartphones, being a vital reason for the rising demand, the onus comes on us to provide good content that is filled with unique concepts and engaging narratives. While Bollywood stars do grab eyeballs, it’s imperative that the actor is the perfect fit for the character traits. ALTBalaji is the strategic business unit (SBU) of Balaji Telefilms that also has Balaji Motion Pictures and Balaji Television as their other business units, therefore giving us access to the very best of the talent across movies and television that we effectively leverage. We have had Karisma Kapoor and Sanjay Suri star in Mentalhood, the very versatile Rajkummar Rao in Bose: Dead/Alive, two big names in the Indian telly space in the form of Rajeev Khandelwal and Divyanka Tripathi was the lead pair for Cold Lassi Aur Chicken Masala, The Great Indian Dysfunctional Family ensured that Kay Kay Menon fans were in for a treat and the highly-appreciated Test Case which saw Nimrat Kaur bag a host of accolades.

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MAD Club Exclusive 1. B2C industry has majorly exploited all means of marketing through social media. How can B2B industry leverage social media as a means of advertising? Social media’s prominence through platforms like LinkedIn, Twitter and YouTube extends to B2B along with the B2C industry. Facebook is important specifically for employer branding and it is a very good way to build your brand, spread awareness and generate demand. Though some companies are struggling to establish high ROI across the social media platforms, most of the issues are easily solvable by a focused metric driven approach and marketing automation

2.What are some marketing methods used by you to avoid potential pitfalls while launching a new product? I would advise following the fundamentals that have not changed over time. If you have worked on some basic questions and applied the marketing mix to it, problems do not arise in the very first place. The business goal for the next 5 years, alignment of the product with the business goal, the target audience and how uniquely are we going to address them have to be clear. Questions like “Do we have the messaging and positioning that would resonate with the target audience? Do we have the loyal customers to leverage? Can we develop content-agnostic of the channel to a larger degree and how is our sensing post the launch?� should be given extreme importance while executing the marketing strategy

3.What according to you is the most disruptive marketing trend at the moment? Is there any upcoming innovation in the near future that can be seen as its potential substitute? I see that conventional marketing is majorly being disrupted by technology. Features like voice search, virtual assistants, atomic content for hyperpersonalization, programmatic placements across formats, brands becoming their own multimedia, bots, immersive technologies, and IOT are exploding the possibility of multiple digital touchpoints. The impact of sharing economy are felt on the very basic value proposition of the companies. Marketing leaders need a consistent, structured approach to evaluate the impact and stay ahead on learning and adoption.

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4. Keeping in mind, many brands providing similar software solutions, what should be the approach to create brand awareness for a software company? Marketing works effectively when you engage with people who are inclined to buy your product. The art lies in finding the right and the most promising target segments, building a must have account list, and creating personas to make our marketing efforts come alive. Building a compelling value proposition as to why we and why now, building trust and interest by focusing on our expertise through stories would reinforce your brand image. At sonata, we have identified 10 such cool stories that helped us in establishing the neural coupling with the customers.

Mr. Amit Tyagi

Chief Marketing Officer Sonata Software Limited An Alumnus of IMT-Ghaziabad, Mr. Tyagi is a proactive leader with 23 years of corporate and entrepreneurial experience.

5.What attributes should future managers seek to build a high-performance team to come up with new ideas? The attributes that we are passionate about in the marketing team are: Shared vision and a sense of purpose - Where team members know what to do, when to do it, and how to do it. There is a clarity of purpose and everyone is committed to achieving it. Trust and mutual respect – Team should have a high level of trust among members. They respect each other and are aware of their potential contributions to the team. Continuous learning – Team members are always learning including upskilling and reskilling. They will debrief after projects and make necessary changes in the next modules. Flexibility and adaptability – Highly agile and adaptable team with a lasersharp focus on the end result and are flexible in the process Open communication - The team has open, honest and robust discussions and everyone feels they can contribute without the fear of misjudgment.

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MAD Club Exclusive 1. Many new expansion opportunities are currently available in the Indian and global markets in the form of equipment leasing and rentals. So how is Tata Hitachi planning to target this market? We have started two new projectsthe used equipment and the rental. We are planning for a pilot run for 1-2 years and for that, we are bringing in best practices like certified machines, refurbishing the machine to a new level, etc. We have made SOPs and demonstrated to dealers to execute them and the results are very good. After this pilot run, we will decide our future strategy.

2. The economic slowdown has adversely affected the construction equipment manufacturing industry as a whole so what are your plans to overcome this in the future? The markets are down and for the last few months, we have been in losses. Unlike the car or twowheeler industry which are mostly related to commercial vehicles, the construction equipment is directly dependent on the investment. We have put huge amount of investments to get experts reduce our fixed expenses, electricity costs, and travel costs. In sales and marketing, we used to spend more money on the events in premium locations. Now, we have cut down on that and invest only in need-based activities. We are trying to improve the quality and also reduce the warranty costs and other expenses. We have been reducing inventory by improving the efficiency of our operations and the skill level of our people.

3.So how was your journey of transition from a car manufacturer Toyota to an equipment manufacturer Hitachi?

The company was not doing good at that time. It was undergoing loses but it had a great future. Now we have a big challenge to face- to come out of this recession and slow down. I am very optimistic about the future and I am sure that we will come out of this. In terms of the health index and the happiness factor of employees, Hitachi is the best. They have set high standards through quality audits and SOPs. We have improved a lot and our standards are almost at par with that of them in terms of quality and these improvements give me immense satisfaction.

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4. As a president of ICEMA, what are the plans you have for the near future with respect to construction and manufacturing equipment industry and talking about plants, what are the challenges you are expecting to face? The construction equipment manufacturing industry is very big but not yet well recognized by the government. You will not hear about ICEMA so much but we play an important role in the economy. Now, we are trying to improve our engagement with the corporate. The industry is facing many challenges like BS-6 standards, emission regulation standards, Motor vehicle Act, etc. Also, there is no act for construction equipment. We are in touch with the government, we have given them a plan and we want to implement the construction equipment manufacturing machine regulatory. During my tenure, the focus would be directed towards scaling up the operations and making it much more recognized by the government authorities. Today, there is no mandatory certification for construction equipment manufacturers. We are working on awareness and mandating the certification and that would be the main task.

Mr. Sandeep Singh MD, Tata Hitachi

A seasoned professional with over 3 decades of experience in sales, marketing and general management

5.What advice you would like to give to future management graduates/ aspirants who want to enter the construction manufacture equipment industry? What I believe is that as a manager how you are adding value to the company, to the work and your skills and how you are networking and improving the company's network have to be the prime goals. I see many graduates getting an average salary of 20 lakhs but I don’t think it is good. Money is important but that should not be your only aim. Our country needs good managers and engineers. Your net worth would be the skill you have but not the money you possess. Every place can be enjoyable if you have a proper mindset. When you go away from the world, what you have left behind and what impact you have created are the only things that count.

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MAD Club Exclusive 1.Consumer preferences are changing because of digitization and advanced marketing techniques. Do you think they affect the customer's perception on international brands as well? Digitization has made marketing simpler. You now have access to information about brands all over. You can compare products. Over the last 10 years, digitization has improved the way consumers shop. It has increased their options. There is less information asymmetry. Consumers now have access to a lot of information about the international brands and how to get access to them. The newer, middle class now prefer international brands and digitization makes life easy of consumers.

2.Will marketing become a completely technology dominated field in the future? Please share your insights on this Marketing has always been driven by innovation. Communication is one part of marketing. Marketing is understanding the customer needs and demands and satisfying them. Technology plays a major role both in identifying and delivering the needs. It also helps in communication of the needs and results. Companies who don't have a digital mindset are prone to struggles. Marketers must have a digital mindset. Tech support is used to improve consumer experience. Marketers must catch up with machine learning techniques and learn about artificial intelligence to help consumers

3. How do you think can customer experience be enhanced in the field of digital marketing? Now a days customers can directly go to stores feel the product and then as per their convenience, buy it online through e commerce websites. You can also compare it with other products online. One of the biggest ways consumer experience is affected is the way they shop. Also with the help of tracking measures like cookies there has been an increase in personalization of the content a customer might be interested in. Over time advertisements have become two sided. Earlier there were TV, Radio ads which were essentially one way to communicate. After the increase in personalization, you can hear what others have to say about the product, you could give your own feedback for the same. With digitalization, communication has improved and better services can be provided, reviews and feedbacks can be taken seriously and product can be refined. 15

4.Are businesses operating internationally going to lose the power to set prices in different markets as pricing and quality information becomes available across all markets? Markets have become transparent. Several things drive the pricing of products. Tariffs and taxes also have an important role to play. A product may cost x in a country and say 2x in another country. There are a lot of things involved when it comes to pricing of products. Companies are trying their best to stay profitable and acquire customers at the same time. The price difference is also due to locations in manufacturing. If companies have their Dr. KIRAN PEDADA manufacturing units internationally, they can actually reduce the cost and offer better and Assistant Professor, Marketing ISB Hyderabad affordable pricing for customers. Some brands An alumnus of Texas Tech, are really expensive, but they are trying Dr. Pedada focuses on B2B to reduce costs for the consumer. Foreign relations and innovations. direct investments by the government is helping brands to enter and price appropriately. 5.As more businesses from developing economies enter international markets equipped with lower labor costs, how are established players in those markets rising to the challenge? Local companies are under tremendous pressure when these international brands are trying to enter the market. To cope up with the fierce competition, local companies use their knowledge of local markets and consumer preferences. Initially these international brands enter they mostly fail until they realize the local market latter's patterns and if these brands study the market, they beat the local brands over time. Local companies try to add customization and they should use technology to retain customers 6.What according to you are various barriers to international marketing of service and how can they be overcome with the implementation of GATS (General Agreement of Trade in Service)? GATS was used to remove the barriers to trade. It promotes services. It helps in actually making the world a global market. Making it easy to trade and barriers have been removed. People will have access to services and international brands.

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Impact of smartphones on the marketing world

Tanya Meyn

Akash Anand

PGP 2018-20

PGP 2018-20

IIM– Indore

IIM– Indore

The 21st century has seen the advent of smartphones in almost all the houses with 1.183 billion subscribers as on 31 May 2019.The reduced price of 4G connections has prompted almost everyone to get entangled with the World Wide Web. With a plethora of news, memes, podcasts thrown at your face, it is no surprise that holding the attention of individuals has become more and more difficult. The main victims of these are the ads. Gone are the days when we were forced to sit in front of the television watching an entire ad. Now a days, the maximum ad we watch are the 5 second snippets which we skip on YouTube. It doesn't come as a surprise then that the advertisers are facing more and more challenges trying to make the brand visible. There has already been a significant shift from the printed to the digital form. As can be deduced from the name, moment marketing indicated marketing using moments. Creating witty memes, posts relating to an offline experience, say a football match, to create online hype. By combining relevant branding with trending pop culture reference, we subtly manage to create a brand recall while the customer, totally unaware, shares the content, in the process ensuring the spread of brand awareness. Take the example of Fevicol: Fevicol is famous for capturing the right moments at right times.

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Now, many may be of the assumption that moment marketing is only for the urban consumers. However "Rural consumers are spending more, and penetration gaps between urban and rural consumers for discretionary items such as automobiles, branded goods and even monthly outgo on mobile connection have come down," said Credit Suisse. Also, according to the Financial Express, Customers in rural markets may not have access to television sets, desktops or newspapers, but they are highly likely to own a mobile phone according to the Telecom Regulatory Authority of India, currently there are 499 million mobile subscribers in rural India (June, 2017) of which 109 million users own smartphones. Hence it becomes imperative to focus on digital marketing in the rural areas. The implementation of moment marketing would naturally be different for rural areas compared to urban depending on the trending list. Rural consumers are more inclined towards utility and value for money rather than lifestyle. Hence the moment marketing concepts ought to implement these to ensure the success in the urban market. Rural consumers are more inclined towards utility and value for money rather than lifestyle. Hence the moment marketing concepts ought to implement these to ensure the success in the urban market. Moment marketing has the potential to leave a deeper impact on the consumers’ minds than other traditional marketing techniques because of its adaptability to the current trends. Moment marketing essentially makes marketing trendy. It has an ability to attract the contemporary segments as people are now more and more aware of the current trends, thanks to the social media and a deeper reach of traditional media, which has been deeper than ever now. Moment marketing has the capability to capitalize on the popularity of other viral campaigns and trendy pop media, thus making it a powerful tool for any marketer. Another fact about Moment marketing to be noted is its compatibility with most of the new forms of marketing, many of them from the digital marketing domain. For instance, it can be easily combined with marketing techniques such as influencer marketing for very effective results. Influencer marketing, done via either Macro or Micro influencers can prove to be more efficient by giving it a theme of a current popular situation. Micro influencers can utilize current trends to make their slice of life subtle ads to be more catchy. Macro influencer marketing focuses on communicating the aspirational aspect of a brand, and how can you be aspirational if you are not up to date with the current scenarios around the world. Using moment marketing themes can thus make the macro influencer marketing more efficient. Even the Digital PR marketing campaigns can be integrated with moment marketing techniques to make the stories around the brand and the key messages of Digital PR campaign more empathetic, as they will be better tuned with the current situations across the globe.

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Moment Marketing in Rural India Marketing techniques are dynamic in nature and new strategies come into trend very easily. Ease of internet access and use of increased use of social media has paved the way for Moment Marketing. It capitalizes on having just the right message at just the right moment. Companies have been using this to gain attention of urbane users through handles such as Facebook, Twitter, Instagram etc. The question remains who will have the first mover advantage to un-tap this huge market and what tactics should be used to apply moment marketing in rural areas.

Sameer Alam Mandal MBA: 2019-21 Vinod Gupta School of Management IIT Kharagpur

Why invest in moment marketing in rural India? In India there are 293 million active internet users in urban areas and another 200 million in rural areas. This number will only increase as India’s rural population is 66.46% over a base of 113.92 crore (2017 World Bank report) and there is continuous increase in mobile phone demand in the rural area. Also, 97% of users access the internet on their mobile device. Increased availability of bandwidth, cheap data plans and increased awareness driven by government programs seem to have rapidly bridged the digital gap between urban and rural India. Consequently, the penetration in rural India has increased from 9% in 2015 to 25% in 2018 (IBEF report). Also the purchasing power of rural people have increased over the time India’s per capita GDP in rural regions has grown at a Compound Annual Growth Rate (CAGR) of 6.2 per cent since 2000. Another report by McKinsey Global Institute forecasts the annual real income per household in rural India to rise to 3.6 per cent 2025, from 2.8 per cent in the last 20 years.

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Which sectors will show higher profitability with Moment Marketing?

The Fast Moving Consumer Goods (FMCG) sector in rural and semi-urban India is expected to cross US$ 20 billion mark by 2018 and reach US$ 100 billion by 2025. Amongst the leading retailers, Dabur generates over 40-45 per cent of its domestic revenue from rural sales. HUL rural revenue accounts for 45 per cent of its overall sales while other companies earn 30- 35 per cent of their revenues from rural areas. Other sectors such as telecom, automobile, farming related industries, pharmaceuticals have a large B2C pull in rural areas. With the increased involvement of private schools and coaching classes education sector is certainly growing due to huge demand. With the literacy rate going up, there is jump in sales of consumer durables such as television sets, washing machine, refrigerators etc. as people are now more tech savvy then they ever were. The BIG Question!! How to implement Moment Marketing in rural India?

Using existing base The already existing base of 200 million active users in rural India which frequently browses through social media platform is in itself a large consumer base waiting to be untapped. By placing representatives in local regions, companies would know more about the daily news of that area and create content at the right time for its right users. For example – Implementation of Pradhan Mantri Aawas Yojana-Gramin in a region can be used to increase demand of furniture. Posters and memes can be created in the local language for the social media users to grab exposure through word of mouth in a manner that the print media could never do.

Using innovative methods for non-internet users All India Radio (AIR) is another media channel which can be used for moment marketing but is rarely thought of because of its low outreach. But in rural India, a huge population listen to radio. This can be used as a platform and would certainly guarantee a huge exposure in return. There are several community activities like Gram Panchayats, village fairs,

‘Posters and memes can be created in the local language for the social media users to grab exposure through word of mouth in a manner that the print media could never do.�

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awareness campaigns where moment marketing can be used as fillers in coherence with the activities which are being preached in them. For example – awareness campaign of methods to prevent dehydration can be used by pharmaceutical companies producing ORS. Another bizarre but effective way of reaching out to rural customers is through via SMS. This method of advertising may have lost it charm amongst the urbane customers but it still captures a lot of audience in the rural region. A latest development in the region can be turned into a chutkula (joke) with subtly adding the necessity of using a particular product which is essentially the goal of the company. Promoting Digital Literacy

Being proactive is one of the main necessities to remain competitive in market. HUL’s Project Shakti enhanced its direct rural reach. As a part of this program, 40,000 women were given basic smartphones with software which enabled them to take and bill orders, manage inventory and receive updates on promotional schemes. Idea’s initiative called 'Har Mobile Par Internet' which was an extension to its popular 'No ullu banaoing' campaign is another example of increasing customer base through digital literacy. It gave lessons via IVR (Interactive Voice Response); a tutorial designed to teach consumers how to access and use internet on feature phones. These steps have led to increase in base of internet users which has eventually helped them to reduce their print media marketing costs. Even the social impact of these campaigns created a word of mouth marketing which helped them to boost their sales. Now these channels can be used for moment marketing Conclusion

Moment Marketing is the trend of these times and its biggest base lies in rural India. Those companies who will grab the opportunity today will be able to cut off print media marketing costs in the future and can grab everlasting attention of its viewers like the creative television advertisements of Fevicol has done earlier. This will act as a long term investment whose returns will only be fruitful.

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Moment Marketing: Make it more than just a fad Moment marketing: Make it more than just a fad. Moment marketing is the act of real time marketing of a product or service in connection with a moment that the world is currently interested .What better example can be stated than that of Amul, which is using moment marketing continuously for 53 years in a row now! So the concept of moment marketing is not new to the country. Just that with the evolution of marketing and consumer journey, moment marketing has reached greater heights. Though Newspaper, Magazines and TVCs are a media, the article cover instances from social media to illustrate how to engage customers with moment marketing.

Alagammai PGP, 2018-20 BIM Trichy

Consistency is still the Key In moment marketing, creativity takes the predominant place to break the clutter and reach the right audience. It is said only creative advertisement or campaign are thumb stopping ( making the users stop scrolling their social media feed to see the post)and has the chance being a consumer’s favourite. Though it is to be agreed,, marketers need to understand that moment marketing is not just momentary. It should be the consistent way forward to keep the consumer engaged in all the crucial moments. With the current generation having a Goldfish memory of 3 seconds, one or two moment ads will not make any brand close to the consumer. One such brands that is consistent is Ola. Ola never misses a trend and wittily turns the same relevant to its business

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Everybody cannot be cool all the time Consumers do not hate marketing; They hate irrelevancy. Capture the moment and make the consumers awe your ads but don’t be pushy. Your brand would have already built a personality in the consumer’s mind. Now, even in moment ads it becomes crucial to stick to that positioning-meaning attempting to attach your brand name to irrelevant moments is unnecessary. It will dilute the brand’s image in the minds of the consumers. If you are positioned as a serious brand in the minds of consumers don’t try to make yourself “cool” by diverting from your core positioning. Below is the example of being relevant. Burger king which always advertises as the King of grill enthused the consumers by this twitter post.

Time it before your rival: When a moment becomes so viral, it is easy for everybody to market it. But even here, you need to have a first mover advantage. This takes a proactive team or a member dedicatedly working for the same. Posts made simultaneously or immediately after a particular moment capture the attention of the users and gains a lot of appreciation . Zomato wowed the users by launching a post at 12AM on IPhone 11, the launch of which just an hour before.

To sum it up, go for moment marketing only if it fits your way; but on having decided to take it up, be consistent!

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Ad-Analysis Amul

We have quite a few favourites when it comes to brands creating quality con-

tent for their social media pages, but then only a few make their mark when it is about timely posts. A dedicated in-house social media team, a fast approval process in place and an urge to create that big moment can surely lead to some magic. Amul’s topicals are a brilliant example of timely content. Be it their billboards or the now most followed Facebook and Twitter pages, one of India’s most legendary brands never fails to impress with its real-time take on trending current affairs. Amul is almost synonymous with butter, and Amul’s topicals ensure it stays that way. When in June 2015 former Union Minister Shashi Tharoor, in a debate on British colonization in India at the Oxford University, argued that Britain’s prosperity in the 18th and 19th century was built on resources taken from India, among other things, undoubtedly, he became a viral sensation on that day. Amul stole the moment with its timely visual captioned ‘Owe Oxford’. The twist to the tagline – ‘Bread par tharoori hai!’

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Ad-Analysis Coca-Cola

In today’s scenario where a brand is doing its best to retain customers and increase market share, Coca-Cola has gone to the next level. They have indulged themselves completely not only into people’s minds but also conquer their subconscious mind. In the new print campaign, they have raised a question. Is Coca-Cola trying to play with your head as some have described the brand’s new print campaign, or are they simply illustrating the fact that the iconic sounds made by the centuryold drink are placed within us? Well, actually, both. In a new print campaign for Coke in Europe dubbed “Try not to hear this”, has created a series of print ads that challenge you not to hear them. The series of photographs features close up imagery of Coca-Cola: The “fizzing” of the bubbles, the uncapping of a bottle, and the opening of a can. “Try not to hear this”, headline challenges viewers to try to keep the sound out of their conscious mind, it also taunts – as if you can’t possibly do it. Fair enough. We must appreciate – staring at the ads, we heard them loud and clear. It created an auditory illusion. When two different senses cross paths in the brain, producing the impression people are hearing one thing even though they’re stimulated via another sense, their vision – what’s known as an auditory illusion. This auditory illusion is because of the brand value Coca-Cola has in people’s minds. It has become an intrinsic part of people’s life.

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Marketing stories "Every problem has in it the seeds of its own solution. If you don't have any problems, you don't get any seeds." Norman Vincent Peale

“It is an invisible disability. You can not know when someone near you is deaf as there are no obvious physical attributes, and so its totally ignored�

There is estimated to be about 8 million deaf adults in India. Of them only 67% of them find employment. When they do find employment, for most of them its in the informal sector where they are badly paid, only seasonally hired and treated bad especially for being deaf. Misunderstood and treated as subhuman, many of them have lived their entire life feeling oppressed, helpless and incapable of being part of society. Negative reinforcement, unemployability from big businesses and lack of support from government institutions, has made the world extremely bleak for many of them. In this edition of Inspiring stories, we will cover one such entrepreneurial journey which is born out of this social and economic disparity.

Mirakle Couriers was founded in January 2009. Started by Dhruv Lakra who combined his education and experience in both the business and social sectors to come up with a forprofit social enterprise. The idea to help the deaf was triggered by one particular incident he experienced while travelling on a bus in Mumbai. Once upon a time, Dhruv was sitting on a bus next to a young boy looking eagerly out the window. In fact he was not just eager but being very restless. He was looking around anxiously, seeming slightly lost. Dhruv asked him where he was going but the boy did not respond. It took him a few seconds to realize that

this boy was unable to hear or speak. He was deaf. Though the bus conductor regularly announced the stops this boy still did not know where he was. Dhruv took out a piece of paper and wrote to him in Hindi asking him where he was going. Through the back and forth pen and paper exchange, it suddenly dawned on Dhruv how difficult life was for the deaf. Something as straightforward as a bus became a struggle. In Dhruv's words "It is an invisible disability. You can not know when someone near you is deaf as there are no obvious physical attributes, and so its totally ignored. It is also a silent (voiceless) disability. There is very little public sympathy for

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M a r k e t i n g

s t o r i e s

the deaf, and by connection, a severe lack of government support for them in India, particularly when it comes to employment Over the next few months Dhruv spent time exploring the deaf culture and learning Indian Sign Language. He focused on a courier business because it requires a lot of visual skills but no verbal communication. The deaf are extremely good at maps reading, remembering roads and buildings because they are so visually inclined.

Mirakle Couriers has grown to operate in 2 Branches in Mumbai, employing 70 deaf employees and delivering over 65,000 shipments per month. It has won several awards including the 2009 Hellen Keller award and the 2010 National Award for the Empowerment of People with Disablities.

Mr. Dhruv Lakra Founder & CEO Mirakle Couriers

About Mirakle Couriers Mirakle Couriers is a courier company with a difference as it employs only deaf adults. All the staff members including delivery personnel are deaf. The business model is based on creating a service driven profitable enterprise that uses the deaf. To this end, professional excellence is intertwined with social cause. MC is not a charity but a social business, where the social element is embedded in the commercial operations. The list of clients includes Mahindra & Mahindra, The Aditya Birla Group, Victory Art Foundation, JSW Group, Indian Hotels Company, Godrej & Boyce and Essel Propack Mirakle Couriers currently has 4 management staff. The back office is run by 20 hard working deaf women with learnt-by-doing knowledge in data entry and manipulation, tracking and scanning, sorting and other branch operations. It has a field team of 44 talented male deaf courier agents that naviThe Company has got gate the complex lanes of Mumbai. They travel on public transport, avoiding traffic and remaining HR manager in conscious of the environment. Vidya Iyer, an expert in Dhruv Lakra, CEO language interpreFounded Mirakle Couriers after his MBA in socialsign entrepreneurship at Oxford. Graduating from HR tation. hasLynch. joinedDissatisfied he left the bank College, he pursued a few years in Investment BankingVidya at Merill the team to helpthe re-middle way between social work to work in rural Tamil Nadu for a few years. Wanting to explore cruit, train and and conventional business, leading him to the Skoll program formanage Social Entrepreneurship at Oxthe staff on a personal ford. As CEO, Dhruv spends his time meeting new clients, looking after the finances and leading the level through her fluencompany forward. cy in the complex lanSameer Bhosale, Operations guage. Mr. Bhosale heads the operations at Andheri Branch. He has had many years of experience in courier companies such as Blue Dart, Velocity Couriers and Elbee Express. He commands the team work that work in the difficult area of Mumbai’s industrial suburbs.

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CASE STUDY HELPING A FASHION RETAILER IMPROVE CUSTOMER RATES Read the case study given below carefully

Fashionista is a brick-and-mortar fashion retailer with 100+ stores across the USA. The retailer has been doing a good job for the past 10 years in acquiring customers and has maintained pace with the new and latest trends over the years. The company has focused a great deal on tying up and partnering with popular brands and innovative labels over the years. Though the company has been doing good and has an EBITDA margin of 15%, which is one the highest in the industry, two quarters back, the company decided to introduce automation and digitization in all its stores. As a part of its digitization strategy, the retailer decided to do a pilot project for three months at 5 of its stores. The project aimed at capturing the number of walk-ins (potential customers) at each of the stores at any point in time across all days of the week for the time the store was opened (10:00 AM to 10:00 PM). The company later, aggregated the data at an hourly level for each of the stores to see the number of walk-ins at each of the stores in an hour. On further analysis of this data, the company came up with surprising insights that the average conversion ratio (the number of transactions made during an hour vs the number of people entering the store during the same hour) is way below the industry standard. The client initially thought that the people coming in a group of 2 or more usually end up buying in a single transaction; however, the same was denied by multiple store managers. The reason put forth by store managers was that Fashionista runs a very lucrative loyalty program for its customers and hence, multiple customers in one group usually tend to buy separately so as to take benefit of the loyalty program. Moreover, this is also encouraged by store managers to increase the customer base in their CRMs.

Best solution will get Prizes worth Rs. 700

When the CEO got to know about this, he decided to do a detailed study on this, and identify the reasons and potential opportunities to improve. He wanted to answer one question in particular – do we have adequate staff in stores to cater to customers who walk-in? If yes, then there are other reasons for low conversion rate. He also thought that if we are adequately or over-staffed, can we reduce in-store staff and save some cost? If no, what is the optimal number of in-store staff at each of the five stores? Can we also hire staff on contractual basis for few hours on certain days to manage the under-staffed situation? OR hiring full-time staff makes more sense? Another question he wanted to seek an answer was should he keep the store up and running during certain times when conversation rates are abysmally low? The CEO thought of reaching out to management consultants who can help him provide clarity on his thoughts and decide the strategy ahead. Can you help the CEO in solving the problem at hand and provide him potential savings or revenue improvement estimates?

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Additional information: The stores currently deploy staff depending on the area of the store. For every 200 sq. ft., the company employs one full-time employee. The salary of staff is USD 3,000 per month for a shift of 8 hours, six days a week. For every additional hour that the staff works, the company has to pay USD 10 per hour extra. Additionally, each of the stores has one store manager with a monthly salary of USD 4,500 for a shift of 8 hours, six days a week. For every additional hour that the store manager works, company pays him USD 24 per hour. Store manager has weekly off on every Monday, hence there is no store manager on Monday. On an hourly basis, contractual staff can be employed at USD 12 per hour. The rental and fixed cost of the store is decided on monthly basis and can’t be reduced further. Below are details of the five where pilot was carried out.

Following datasets have been provided separately. • Transaction details, aggregated at hourly level, at each of the five stores • Walk-ins, aggregated at hourly level, at each of the five stores Store ID

Store Name

Area (sq ft)

Store 1

Fashionista Budget Store

1600

Store 2

Fashionista Large Store

1800

Store 3

Fashionista Budget Store

1600

Store 4

Fashionista Grand Store

2400

Store 5

Fashionista Mega Store

3000

Mail your solutions to: marketing.vgsom.iitkharagpur@gmail.com

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Digital Marketing Workshop The Marketing and Advertising Club of Vinod Gupta School of Management, IIT Kharagpur in collaboration with ForeVision organized a two-day workshop on Advanced Digital Marketing. The event was graced with the presence of Mr. Saagar Vijan, Co-Founder at ForeVision. Mr. Saagar in his interactions mentioned that in today’s age, the heart of digital marketing lies in the belief that ‘Content is King’. An established alumnus of SIMSREE himself, Mr. Saagar enlightened the audience on the importance of understanding customer personas and various other concepts of inbound marketing. The students showed immense appreciation for the extensive hands-on training session involving the creation of advertisement campaigns and analysis of customized consumer cohorts.

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Venalicium’19 The Marketing and Advertising Club, Vinod Gupta School of Management, IIT Kharagpur has recently conducted its annual Pan-IIT Business quiz event ‘Venalicium’. The event was conducted in two phases -the first was the Online round which saw a footfall of 300 teams participating across the IIT followed by a final showdown at the VGSoM campus where top 20 teams battled tooth and nail to outwit each other. In an epic battle of wits, Team Medicinal Venoms of VGSoM came out on top and grabbed the glory while Team Bad Boiz of Dept. of Biotechnology came close second. The questions were from a diverse mix of business brands, personalities and general awareness etc. The MAD Club forte of keeping events highly engaging again came to the fore with ‘Picture Perfect’ and ‘AD-MAD’ rounds kept the 5 teams of the final round of the finale guessing and scratching their heads as they tried hard to crack the code to the answers that were albeit simple. MAD club thanks VGSoM Flash, the photography club of VGSoM for capturing some wonderful moments of the event.

Winners

Runners

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GALERIE DE PHOTOS

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GALERIE DE PHOTOS

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“Marketing is a race without a finishing line” — Philip Kotler

Contact us: Marketing and Advertising Club Vinod Gupta School of Management IIT Kharagpur Email: marketing.vgsom.iitkharagpur@gmail.com Facebook: https://www.facebook.com/MADClubVGSoM