Markathon-August Issue

Marketing Magazine of IIM Shillong

Volume 4 | Issue 2

Cover Story Indian Hockey In a marketing soup?

An Interview with Mr. V. Satyanarayana Reddy Chief Executive Officer of Chennai Division, Apollo Hospitals Enterprise Limited

An Interview with Prof. V. Srinivasan Professor of Management Emeritus at Stanford Business School

August 12

MARKATHON

FROM TEAM MARKATHON Dear Readers, It was loud, it was defiant; above all it was gloriously, tumultuously, spine-tinglingly British. Ninety minutes of dazzling theatre, dance, film and music; a mash-up of cultural history delivered at breakneck speed, Danny Boyle's opening ceremony which set off the 2012 London Olympics was a profoundly breathtaking spectacle. The Indian contingent - around 40 athletes and 11 officials in all - marched into the stadium with the men in yellow Rajasthani turbans, blue blazers and white trousers and the women in yellow sarees and blue blazers. We sure hope India shines this year at the London Olympics.

With a streak of 6 Olympic gold medals, the Indian men’s Hockey team remained unbeaten from 1928 to 1956. And with a total of 8 gold, 1 silver and 2 bronze medals, Indian men's field hockey team is the most successful field hockey team in Olympic history. Today, its dismal state in India is as true a fact that it is the national sport of India. If we take to look at the reason for this, we can go on to list various pitfalls. We may even say that Hockey, as a sport, has been unfortunate because of various organizational and performance issues. But what if we say that problem lies in marketing of Indian Hockey? Our cover story this time focuses on this very issue and tries to address the shortcomings of Indian hockey, marketing style.

To quote Col. John 'Hannibal' Smith from the ‘A Team’, “I love it when a plan comes together.” We would like to believe that Google is celebrating Markathon by displaying a very aptly themed doodle today, the day we release our magazine.

For our corporate Vartalaap we have with us Shri. V. Satyanarayana Reddy, the Chief Executive Officer of Chennai Division of Apollo Hospitals Enterprise Ltd. Having joined Apollo in 1989, Shri. Reddy has a rich experience on over 23 years. He shares with us his valuable experience and the growth story of Apollo and the healthcare industry in India.

We have another interesting personality for our academic Vartalaap, who became famous for using conjoint anlaysis for predicting job offers which students at the B-school would take up. Professor V. Srinivasan, the Adams Distinguished Professor of Management, Emeritus at the Stanford Business School, shares with us the finer nuances of conjoint analysis and market research.

As always, we will try to improvise and ascertain that together we will learn and together we will grow. Do send in your feedback/suggestions to markathon.iims@gmail.com What are you waiting for? Enjoy yet another incredible journey that we bring to you through this issue.

Happy Reading!

Team Markathon

THE MARKATHON TEAM EDITORS G S N Aditya Piyush Agarwal Mayur Jain Sowmya R Swati Nidiganti Umang Kulshrestha CREATIVE DESIGNERS Priya Kumari Agrawal Rushika Sabnis

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CONTENTS FEATURED ARTICLES PERSPECTIVES MARKETING TO KIDS PULKIT PANDEY | IIM INDORE

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A UNIQUE BRANDING EXERCISE – THE KAYA STORY NEHA KANWAL | IIM INDORE

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SUBCONCIOUS TITILLATION AHANA CHAKRABORTY, RUBAYET CHAKRABORTY | NITIE MUMBAI

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VARTALAAP SHRI V. SATYANARAYANA REDDY CHIEF EXECUTIVE OFFICER OF CHENNAI REGION, APOLLO HOSPITALS ENTERPRISE LTD.

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COVER STORY INDIAN HOCKEY – IN A MARKETING SOUP SONAM MEWAR, ARPIT TRIPATHI, RAHUL BARWE | IIM S

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VARTALAAP PROF. V. SRINIVASAN PROFESSOR AT STANFORD BUSINESS SCHOOL

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WAR ZONE EYE 2 EYE IS THE SUCCESS OR FAILURE OF MICROSOFT DEPENDENT ONLY ON ITS PRICING? PAYAL PATHAK | XIMB | RAM KRISHNA PANDEY | NIRMA SILENT VOICE NEXUS 7

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SPECIALS ADDICTED UMANG KULSHRESTHA & G S N ADITYA | IIM S

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BOOKMARK SOWMYA R | IIM S

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RADICAL THOUGHTS PIYUSH | IIM S

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UPDATES MAYUR JAIN | IIM S

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Marketing to Kids Pulkit Pandey | iim indore Gone are the days when parents used to take their children for shopping. With changing times, the trend seems to have been reversed and this has certainly not escaped the marketers’ notice. Today the role of children in purchases is no longer limited to products that directly influence only them. Children are now directly or indirectly involved in the purchase of a large number of products concerning the entire family.

Factors Contributing to the Changing Trends A number of factors have contributed to the change. An increase in the overall household family incomes has been one of the major factors. Couples nowadays prefer having children only after they have achieved stability in their careers and are financially well-off. The emergence of nuclear families has also played a major role in the shifting of the buying patterns of households. This trend when coupled with the fact that both parents are usually employed explains the liberty given to children in purchase decisions. The tendency to please their children stems from the guilty feeling that parents have because of not being able to spend enough time with their children due to their work commitments.

The increased exposure to television and internet is also a major factor. The time spent by children on both television and internet is significant and is also one of the direct consequences of the lack of parental control due to the parents’

jobs. This has resulted in parents increasingly giving in to the “pestering” of their children.

Psychological Aspects of Kids’ Marketing Marketers have been trying to understand the psychological implications of the above changes. They have seen the reversal of trend as an opportunity and have been quick in making attempts to capture this growing market. The seemingly simple domain of child psychology has been studied extensively and has resulted in innovative means of reaching the potential targets.

Marketers have tried to tap into the desire of the child to be seen as an adult. The attempt to get the brands embedded into the subconscious mind of the child has also resulted from these analyses. Even here, marketers recognize that brand association is more important with older kids and younger children are more attracted to the product characteristics.

In addition, companies have now realized that this market has an even greater potential than other markets. Families on thrifty budgets would have parents cutting down on their own luxuries so that they can cater to the needs of their children.

Marketers have also worked on understanding the parents’ expectations from the products and the desire of parents to see their children learn and grow. This has resulted in campaigns where the parents’ needs are also taken into consideration and which results in a purchase from their side.

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Role of Children in Purchase Decision There are different roles children play in the purchases done by the family. They can act as primary purchasers where they buy products for themselves. This would include food items such as chocolates, chips, biscuits and ice-creams; clothes and accessories like watches and goggles; sports items and video games; and study related stuff. This is a huge market in itself. In addition to this, the role of children as influencers has become a lot more prominent. They have their views on almost all purchase done by the family and are in a position to influence the decisions taken. Finally, children are seen as future purchasers and marketers often like to build brand loyalties from their childhood. An investment in this market can yield positive returns in future.

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ambassadors of Lay’s and Sachin Tendulkar appeared in Boost commercials for a long time.

Apart from television and print advertisements, other

Means of Marketing to Kids Marketers are now coming up with increasingly innovative ways of advertisement to kids. The traditional way of advertisements has also become polished over the years. There is an attempt to pass along a message in each and every advertisement/promotional means and this slowly leads to the development of permanent brand associations. People often relate to Complan as a milk drink that helps in increasing child’s height.

Similarly ParleG, by means of its “G for Genius” campaign, tries to position itself as a product which is associated with the intellectual ability of the children.

Another popular means by which marketers target children is by trying to create brand associations by using sources children can relate to. Frequently, cartoon characters are used in advertisements. Popular idols from Bollywood and Sports often feature in advertisements targeted at children. Saif Ali Khan and M.S. Dhoni are the brand

means are employed by marketers in their attempt to target children.

Some of the brands have a small comic strip in popular children comics and magazines. The concept of giving freebies has been exploited by a large number of companies in attracting children to their products. The “toys” given free with Happy Meals by McDonalds is a popular example.

With the increase in the use of internet by children, companies by use of proper positioning in websites visited often by children (like online gaming sites) make sure they catch the desired attention of children.

Online contests are held to create brand awareness by increasing competition and hence participation. Apart from this, companies also take part in a number of promotional activities in schools and other popular hubs like malls. Bournvita quiz contest was started with this aim and at present has successfully expanded to the national level.

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Other innovative measures have also been undertaken by companies. One of the concept that has evolved in recent years is Buzz Marketing. The companies try to create a new trend which is actively followed by other children. Children have a tendency to appear cool and imitate others who appear so. Thus marketers attempt to target those children who act as trend setters among peers and this can itself diffuse through to other children. Another innovative idea was employed by Honda in the recently concluded Autoexpo in Delhi. The company involved children in contests at their location and in the meantime parents were detailed about the various offerings.

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Ethical Considerations With the increased exposure of children to advertising, there is always a tendency of companies to resort to unethical means in order to increase their profits. Children, especially younger ones, take what they observe as true and unbiased facts. Thus there is an increased need of regulation and prudent decision making by the companies. Parents too have a major role to play in this regard. A few positive steps have been taken by companies in recent times. A significant example is the announcement by major food and beverage companies like Coca-Cola, Pepsi, Nestle and Kellogg about their commitment to responsible marketing to children. Selfregulation measures like these can go a long way in helping companies tap into this huge market without compromising on ethical conducts.

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A unique rebranding exercise – The kaya story Neha kanwal | IIm indore Introduction Into its 10th year of existence now, FMCG biggie Marico’s subsidiary Kaya Skin Clinic has recently undergone a rebranding and repositioning setting, an example which is nothing short of a hot topic of discussion for budding managers.

While the results of the rebranding are yet to be seen, the efforts sure seem to quickly change the consumer perception

and that was the positioning of the brand in the first 9 years of its existence – to provide solutions to skin problems faced by consumers hence the name “clinic”.

But as the business grew from scratch to a turnover of close to 300 crores, there were some consumer insights that prompted them to change their strategy.

Triggers for change Kaya today has more than 80 clinics in 26 cities and all are company owned. They are the largest employer of dermatologists in India and do not follow the franchisee model owing to the sensitive nature of care offered.

However the word “sensitive” has been the pain point for the brand. Targeting females of age group 21 – 45 for skin care solutions, there were some interesting consumer insights that came up during discussions with the TG. Some of the reasons mentioned by females for not going to or referring Kaya to others are mentioned as under:

of the brand.

Kaya Skin Clinic has been the prime mover in a segment that it created in 2002, that of organized skin clinics.

Competing with the large unorganized sector, the company has been facing financial losses from the time of its inception and till now not been able to get rid of the red since it entered the Indian skin care market which is sized INR 1850 crores today. However times are bound to change for the skin care provider as it takes on a new persona.

The journey till 2011 Marico was initially presented with an idea of selling laser hair removal machines to dermatologists. Doctors however, did not like the idea. But what got triggered was the realization that the market for skin care needs was growing and there was a space between doctors and beauty parlors. Kaya was the answer to this space

Revealing the new Kaya Down goes the “clinic” and we have a new and bold avatar of Kaya with a new tagline to adorn the new persona.

Beautifully crafted, the new look of the logo in itself answers various doubts that females had related to a skin clinic. Consider a college girl going to kaya for skin care services when she gets a call from her mother asking her where she is. The answer would aptly be 7

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“Kaya” and with the clinic part being downplayed, it should no longer be a matter of hesitation for the females to admit going there.

The change of color to a dark Burgundy symbolizes richness and expertise while the rounded edges symbolize care and warmth.

The new color scheme was first introduced in the Hyderabad Centre and it wasn’t just used for the hoardings but also to create the inner ambience of the Centre signifying that Kaya was a beauty and wellness solution for the skin. It is safe to say that the new look does justice to the premium positioning of the brand.

It is interesting to note that the process of zeroing down to the burgundy color was not driven by consumer insights like other re-positioning moves. It was the marketing team of Kaya that shortlisted a few color schemes and then confirmed their choice by asking consumers on what would impact them more. Needless

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to say, the result is a complete makeover of the brand which we are witnessing today.

Evolution of consumers The market for cosmetic surgery, laser treatment and other high end skin services is growing at the rate of 10% a year according to the head of Department of Dermatology, Bangalore Medical College and Research Institute.

These services which were earlier availed only by the aged who wanted to look younger are now being taken up mostly by the youth. People who were children in the early liberalization phase are now in their 20s and 30s and having lived in the era where being presentable is very important. They don’t mind spending extra bucks to look beautiful. Add to it the growing disposable income of the population and you get a clearer picture of why Kaya was a wonderful business initiative by Marico.

Apt use of media In terms of media, skin care being a high involvement category, women seek a lot of information before availing such services hence it was important for Kaya to use the media that hits the TG at the right spot and so they focused a lot on high engagement media such as social media, internet, print and outdoor.

Kaya’s advertising spend went up from 5% in 2010 to 10% for the current

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Comparison of Kaya’s old and new clinic ambience

campaign. Mass vehicles such as TV were not used till

now

positioning to a complete skin care beauty solution brand; Kaya launched its new TV Commercial in June targeting women who want to look beautiful indicating a complete game change.

the most expensive service touching INR 1.6 Lacs, the consumers will sure seek all the information they can before deciding to pay a visit.

The chart below shows the involvement levels against price and with Kaya being a premium prices service with

but

with

the

change

in

The road ahead Kaya is set to change the retail identity of all its stores and also bring about a change in product packaging and even possibly in its distribution. We might see Kaya products adorning the shelves of some high end retail stores in the future.

Whatever the upcoming changes may be, it’s pretty sure that the change in consumer perception is there and it seems that Kaya has hit the right chord now. While we wait for the measurable to be recorded, let us continue to learn from this unique re-branding exercise which is being executed by undoubtedly one of the best marketing companies in the country.

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SUBCONSCIOUS TITILLATION Ahana Chakraborty, Rubayet Chakraborty| NITIE, MUMBAI Surely you are familiar with this ring…it is the famed “One Ring to Rule them All” from Lord of the Rings…Do you see “Coca Cola” etched on the side? Not apparent at first. But once you’ve seen it, you’ll probably be thirsty for a coke. That’s exactly what Coke wants ….this is a sample of their subliminal advertising.

Coke has been using subliminal advertising for decades.

In the 1980s Coca-Cola reintroduced its contour bottle in South Australia with the slogan “Feel the Curves”!

The poster ad was recalled after the company discovered the artist had hidden some rather obvious sexual imagery in one of the ice cubes surrounding the bottle of Coke. In yet another episode, Coke featured the silhouette of a naked woman lying on top of its cans. This imagery is not overt, it is meant to touch an individual’s subconscious.

The term “subliminal” is derived from the Latin words sub, meaning under, and limen, meaning threshold. A subliminal message is not delivered directly. It is typically embedded in some medium that is not perceptible by the conscious mind. The extent to which these messages influence buying behavior has not yet been established. However, research has shown that on certain occasions signals delivered below the conscious threshold of an individual may have an effect on his later thoughts and actions.

Marketers have not let this opportunity go waste.

Subliminal marketing practices were experimented with, as early as 1957 when a market researcher named James Vicary inserted the words "Eat Popcorn" and "Drink Coca-Cola" into a movie. The words appeared for a single frame, long enough for the subconscious to pick up, but too short for the viewers to be aware of it. The subliminal ads supposedly increased Coke sales by 18.1% and popcorn sales by 57.8%. It was later proved that these results were probably faked.

But what is it that may make subliminal marketing work? One is the mere exposure effect. Simply by exposing a person to certain stimuli for long, breeds familiarity and subsequent liking for the stimuli. This is a common strategy for all marketing campaigns that

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strive to enhance visibility to customers. But in today’s world where we build our defenses against the 10,000 ads we are exposed to everyday, fighting for consumer mind space is a challenge. This is when attacking at a

type of subliminal messaging to deride opponent Al Gore. When the phrase 'BUREAUCRATS DECIDE' appeared just after Gore's name was mentioned -'RATS' flashed up for a fraction of a second. At such a

subliminal level emerges as an option.

speed, the bold lettering was scarcely perceptible except to the subconscious mind.

Perhaps the most visible element of a brand is its logo.

So why not design logos in such a way that they communicate more than what’s apparently visible?

Some companies such as Amazon and FedEx have achieved great success with this strategy.

The yellow arrow on Amazon’s logo may not look much more than just a smile on the customer’s face. But there’s also a deeper message embedded in the clever positioning of the arrow running precisely from the letters “a” to “z”. This positioning conveys Amazon’s message that it sells everything from A to Z on its online store. A less obvious but brilliant message is hidden in the logo of FedEx. An arrow forms between the letters “E” and “x” that conveys the speed and reliability provided by the courier service.

Apart from logos, advertisements also form a tool for delivering subliminal messages to consumers. Consider the 2000 US presidential race, where TV commercial created by George Bush's campaign team, used this

In a similar incident in 2007, a Mc Donalds logo, complete with the slogan “I’m loving it” had appeared in a single frame at the end of the show called Food Network's Iron Chef. Similar is the case with Disney, which attempted to use subliminal imagery by making the silhouette of Captain Jack Sparrow in posters closely resemble that of the iconic Mickey Mouse. The idea here was to evoke an emotion for Pirates of the Caribbean, similar to the one for Mickey Mouse.

Apart from repeated exposure, what may make subliminal advertising work is their invariable link with sex and power. An unchallenged marketing belief is that “sex sells”. Advertisers use this aspect of human psychology by associating their products with sexy imagery hoping that it appeals to the consumer’s subconscious minds. Ads with sexual implications have been used by many companies, including Burger King and Heineken.

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Perhaps the best example of subliminal advertising in recent times has been done by Marlboro. Following the ban on advertising tobacco at international sporting events, Marlboro released the Scuderia Marlboro F1 single-seater Ferrari racecar with a barcode on it. The barcode looks a lot like its logo…particularly when it

whizzes by at 200 mph!

As is evident, marketers spend significant time, energy and money pursuing this path.

But do these subconscious messages really work?

Scientific research in this domain is still at a nascent stage to provide a concrete answer. The studies conducted so far are ambiguous and contradictory. In a study, participants’ ratings of thirst were higher after viewing an episode of "The Simpsons” that contained single frames of the word "thirsty" or of a picture of Coke can.

In another case, 80% of participants displayed

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a preference for a particular brand of rum when subliminally primed by the name placed in an ad backwards. On the contrary, research conducted elsewhere has shown that subliminal messages produce only one-tenth of the effects of detected messages.

Marketers seem to have given the benefit of doubt to consumers in their attempt to try anything to woo them. In fact, subliminal messaging has not remained confined to visual stimuli. Auditory stimuli have also been used – the best example being self-help audio tapes that claim to have a placebo effect on people with self-esteem and memory disorders.

Another evolving domain is Scent Marketing, where firms like food shops use synthetic fragrances to make customers’ mouths water. Few know that new cars do not smell like plastic and metal – they are sprayed with oil or leather fragrance. In fact, fragrances are also used to build brand identification and strong sensory association by hotels like Sheraton and Hyatt. It is on these lines that products like scented socks, CDs, USB sticks and papers have been introduced into the market.

Whether or not these hidden messages truly make us crave for stuff, as long as marketers persist in their efforts, having strawberry scented socks is a delightful prospect indeed!

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Vartalaap

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An Interview with Mr. V. Satyanarayana Reddy Chief Executive Officer of Chennai Region, Apollo Hospitals Enterprise Limited

Shri. V. Satyanarayana Reddy serves as the Chief Executive Officer of Chennai Region of Apollo Hospitals Enterprise Ltd. Shri. Reddy has done his B.sc in Agriculture and there after went on to do MBA and Mphil. He served as Chief Executive Officer of Apollo Hospitals Enterprise Ltd and has been the Chief Executive Officer at Apollo Gleneagles Hospital Limited since August 2006. Shri.

Reddy joined at Apollo Hospitals Enterprise Ltd. in April 17, 1989 and has 23 years of valuable experience which he shares with us in an insightful discussion.

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Markathon: Having seen the inside and out of health care industry and Apollo for over 23 long years, how do you think this industry has evolved over the period of time?

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Markathon: Today there are a number of players emerging in the premium healthcare segment.

What strategies does Apollo employ in this dynamic scenario to stay ahead of the competition?

Shri. Reddy: Before Apollo came Shri. Reddy: Firstly, Hospital bed into existence, health care density is still inadequate in India industry was run only by and lags behind the global government sector, nursing average. There is a huge gap homes and Trusts. During the between supply and demand.

1980’s super specialty facilities Frankly there is no competition for were not available. Dr. Prathap C Apollo in the health care segment, Reddy’s vision not only brought technology but also including the premium healthcare segment. gave health care sector an Industry standard enabling Infrastructure and qualified clinicians are the key the financial institutions investments possible. Today resources in the health care segment. Apollo always it is an over 40 billion USD sector. PE and VC had the best physicians and latest technology activity has also been increasing in the last making competition irrelevant. couple of years. Indian hospitals today are Markathon: What are the underlying on par with International standards. values which makes Apollo such a Apollo Hospitals are JCIA strong brand in the hospital Accredited. Clinical outcomes Today, Apollo Tele-Network space? successes have increased Foundation has emerged as India's with latest technology Shri. Reddy: Being single largest turnkey provider in the usage.

Clinical patient centric is not area of Telemedicine with over 125 research in many a goal; it’s the specialties has peripheral centers including 10 core of the led to existence overseas. More than 71,000 Teleimproved for Apollo. consultations in 25 different disease “Tender Loving management and disciplines have been provided.

Care” is the way of patient care, reduced life we promote.

Patients have been evaluated from ALOS, better BTR (Bed These three simple words distances ranging from 200 to 7500 Turn Over Rates) making that have a profound impact km healthcare delivery more on everything Apollo does. sustainable.

Awareness on Based on this theme, Clinical diseases and Preventive medicine and Service excellence is is taking shape nowadays. Recently an something which Apollo never American has to go to Apollo for a Heart comprises on. Apollo hospitals have been one transplant, considering the cost difference giving of the pioneers of the technological revolution in rise to increasing medical tourism. This is a drastic healthcare to enhance the clinical outcomes, be it change if compare it with the past, say two decades introduction of robotics or Apollo 320 slice CT scanner back, where Indians used to go to US for cardiac or the cyber knife technology. It reflects the quest for diseases. patients’ experiences that Apollo thrives for. That is

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another value which makes Apollo the choice for customers. Family culture in Apollo makes every employee to go an extra mile to protect the organizational values and deliver them to the best of customers’ expectations.

Markathon: It is said that Education and Healthcare are two forces which can change the face of rural India.

Though, technology enabled means such as mobile healthcare and telemedicine have made rural India more accessible, but is it really able to reap benefits out of these advancements? What are the challenges that Apollo is facing in this effort of reaching out to the rural people?

Shri. Reddy: The first step towards Telemedicine was starting Rural Telemedicine centre in 1999 in Aragonda (in Andhra Pradesh). Today, Apollo Tele-Network Foundation has emerged as India's single largest turnkey provider in the area of Telemedicine with over 125 peripheral centers including 10 overseas. More than 71,000 Tele-consultations in 25 different disciplines have been provided. Patients have been evaluated from distances ranging from 200 to 7500 km.

The advancement in technology has really helped to penetrate in to rural India.

The challenges for Apollo in reaching to rural and semi urban lies in cost of technology. However Apollo also successfully ventured in to semi-urban and rural areas to provide quality tertiary healthcare through Reach Hospitals. Apollo Reach Hospitals operate in tier-II cities and offer medical care at rates up to 30 per cent lower than what is charged by other major hospitals and won G20 Challenge on Inclusive Business Innovation’.

Markathon: Medical Tourism has seen a steady rise in our country. How is Apollo benefitted from it and is it taking any measures to create more visibility at a global level?

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tie ups with various governments and ministries to promote its world class offerings. Apollo has also global partners to provide information, support and to coordinate the visits of International patients in US, Canada, Ethiopia, Nepal, UK, Japan, Mauritius, UAE, Kuwait , Saudi Arabia and many other places.

International Patient Services is a dedicated department at Apollo to take care of the International patients.

Markathon: Considering that Apollo is planning to adopt a retail model to expand healthcare offerings, what are the potential challenges and opportunities that you foresee in this strategy?

Shri. Reddy: The plan to adopt a retail model is to reach out to the masses. Apollo has already been in retail space through pharmacy chains and is starting a national chain of clinics that will total 200 units in three years. The initiative will target the middle and upper class segments. Clinics will be set up in neighborhoods, malls and SEZs. This strategy would help Apollo to penetrate in to market and also provide primary care to the masses. The opportunities are huge as the target segment has immense potential and challenges lie in providing quality health care at the affordable cost for customers. However having over 25 years of experience in the healthcare segment we are confident that we will be able to meet our objectives.

Markathon: What is your advice to budding marketers reading this magazine?

Shri. Reddy: Today customers know more than marketers. Thanks to technology!! Know your product or service in detail before you promise a customer and deliver what you have promised is the key to success. At Apollo we promise on clinical outcomes, service levels and compete only on it. When you market what the product/service stands for with authenticity success is all yours.

Shri. Reddy: Medical tourism has seen a steady raise in the country and contributes to 2 billion USD market size. Increased healthcare standards, latest technology, promising clinical outcomes and relatively low costs are favoring the medical tourism industry in India. Apollo gets its patients from across 120 countries. Apollo has

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Cover storystory | Indian HockeyHockey – in a marketing soup?

Cover | Indian – In a marketing soup?

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Indian Hockey - In a marketing soup?

Arpit | Sonam | Rahul IIM S

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Cover story Hockey – in a –marketing soup? soup?

Cover story| Indian | Indian Hockey In a marketing

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Introduction

on selling, we now talk about focus on ‘sense-andrespond’ and ‘Holistic Marketing’. The essence of ‘sense-and respond’ is being customer-centered and that of ‘Holistic Marketing’ is realizing the breadth and interdependencies of marketing activities. Now let us see how marketing went wrong for Indian Hockey and how right marketing can improve the state of Indian Hockey?

Today, its dismal state in India is as true a fact that it is the national sport of India. But, hockey, yes! our national sport, had long served the appetite for live entertainment of Indian spectators. It was a tool to satisfy our craving of world dominance. With a streak of 6 Olympic gold medals, the Indian men’s Hockey team remained unbeaten from 1928 to 1956. And with a total of 8 gold, 1 silver and 2 bronze medals, Indian men's field hockey team is the most successful field hockey team in Olympic history.

Indeed, a team of hockey legends and wizards. And, it would be a sin, not to mention about Major Dhyan Chand, whose astounding skills have been made into anecdotes that continue to awe and inspire the world. But the current state is not the same, not even close. Consider this, India didn’t qualify for the Olympics in 2008 (Beijing), first time since 1928. So much for our world dominance or so much for our glorious past. This trend had to show on the fan following and public support for Indian Hockey and show it did. If we take to look at the reason for this, we can go on to list various reasons. We may even say that Hockey, as a sport, has been unfortunate because of various organizational and performance issues. But what if we say that problem lies in the marketing of Indian Hockey?

Let us first investigate what we mean by marketing here. Marketing as a concept has evolved over the time.

From focus on production, to that on product, to that

Let us view the Indian Hockey as an organization, where authorities like Hockey India or Indian Hockey Federation run the show.

The product is hockey matches and tournaments. And the consumer, interestingly, is both the spectator and the prospective hockey player. There are other partners and stakeholders too, about whom we’ll discuss later.

This organization has taken a few steps to sell its product. For instance, introducing the league format Hockey in India in 2005 by the name of Premiere Hockey League. It was aggressively publicized as well.

But it never went popular, or at least as popular as was expected. Or, by the analogy, the product didn't sell.

The marketing issue here is that the organization is stuck with the selling concept, i.e. to publicize and advertise the product to ensure that it sells. And this is where the marketing plot is missed. We need to see through the ‘sense-and-respond’ concept; we need to make Indian Hockey the way the Indian spectator or an Indian child looking to become a sportsperson would want. A spectator of hockey, for that matter spectator of any sport, has two primary expectations. First, obviously, is to see his side win the game and the second is to witness closely contested games or as they are called nail-biting thrillers. While the latter expectation is still met, the former is becoming a distant dream. And this is the reason why once a religiously followed sport is now not given second look. And this

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Cover story | Indian Hockey – in a –marketing soup? soup?

Cover story | Indian Hockey In a marketing

itself is the reason why hockey doesn’t attract prospective players anymore.

But now the billion dollar question is how do we make the Indian Hockey team win? As we said, the answer lies in right marketing and in this case it's 'Holistic Marketing'.

Holistic Marketing, as has been mentioned, derives its strength and synergies from the interdependencies of the breadth of activities taken up by an organization in the name of marketing. There are four broad components that characterize Holistic Marketing: relationship marketing, integrated marketing, internal marketing and performance marketing. Through these four pillars ‘holistic marketing’ ensures that the marketing objective, as derived from the ‘sense and respond’ concept, is achieved. For now our objective is to get Indian Hockey back on track or to put it bluntly, to get Indian Hockey team win the game more often.

Let us see how ‘Holistic Marketing’ ensures this.

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Hockey, we have already discussed about the customersthe spectators and the prospective player.

To the spectator the best benefit, as already discussed, is to see a good game of hockey and, more often than not, see his team win the game. This would ensure a sustained support and loyalty of this customer. And if there is support of the spectator to make hockey popular, the prospective player (another customer) would be attracted to hockey.

Looking at the employees, our organization analogy would map various zone, state and other boards’ members, the staff in these bodies, the stadium and venue staff etc. as the employees of Indian Hockey.

Being governmental bodies, there are all the chances that bureaucracy would be pervasive. This definitely locks up the scope of improvement for employees. But what can be looked at is the establishment of a basic benefits structure for the employees with a communication that Indian hockey is committed to the benefit of its stakeholders.

Customers Relationship Marketing The other line of employees, rather more important ones are the players, It is based on the idea of developing coaches and support staff in the a long term relationship with the sport of hockey in India, right key constituents of our business from the zone to the national Financial Employees who directly or indirectly affect Community level. As an organization, their the success of marketing prosperity has to be of prime activities of our organization. importance. It can be ensured by There are four key constituents practicing good remuneration, from the view of relationship marketing: facilities and schemes for them. This Marketing Partners customers, employees, marketing partners would ensure a long term relationship and (channels, suppliers, distributors, dealers, commitment by these employees. And this agencies) and financial community (shareholders, endeavor would directly show at the investors and analysts). If we take the context of Indian performance of the Indian Hockey.

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Cover story | Indian Hockey – in a marketing soup? soup?

Cover story | Indian Hockey – In a marketing

Marketing partners look for the long term sustainability on the business that partner with and financial community looks at the returns. Objectives related to these constituents of our business would be de facto met with the improvement in the performance of the Indian Hockey team.

Internal Marketing Holistic marketing also ensures that each member of the organization is aligned to the same mission and vision.

Appropriate marketing principles should be followed all over the vertical and horizontal level.

Applying the concept of internal marketing to Indian hockey we find major loopholes. Indian Hockey has two governing bodies: Indian Hockey Federation and Hockey India. With international recognition to Hockey India from FHI but the local support to Indian hockey Federation creates a lack of strong leadership at the top. Though the major power lies with HI after successfully conducting great world cup but local state associations are still more loyal to IHF, which made Nimbus chose to partner with the later for World Series Hockey. This initiative was as a result was discouraged by FIH. This further demotivates the players. The situation has further worsened by lack of proper pay and incentives to the players. Thus, absence of a visionary senior management has left a lot of scope of improvement in the internal functioning. Though, the

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hiring of foreign coach, Micheal Nobbs has produced some successful results.

Internal marketing ensures that the marketing efforts are supported and appreciated all over the organization. Any marketing plan shall only be successful if it’s a comprehensive approach of packaging, promoting and delivering the game to the consumer to fulfill their need; entertainment. It confirms the basic preparedness of all the employees to serve the customers and promise excellent service.

Thus, hiring and training also become crucial.

Past incidents like that of 2008, where IHF Secretary K. Jothikumaran was caught in a sting operation taking bribe for including a player in the team has created a negative environment. Not to mention again what happened in Beijing Olympics 2008. Transparent approach should be followed while selecting players. Former captain Dhanraj Pillay has quoted one of the reasons to quit was the lack of respect to captain in the team. According to him, captain had a little say while choosing the team and at the same time he was not even consulted for important issues related to his team. All these practices discourage and lower the spirit of the team. The proper training and hiring of the employees are also vital for internal marketing. The appointment of foreign coach, Micheal Nobbs, has brought some new hope among the players.

The team has produced some successful results in past and looking for London dreams under his guidance.

Such initiatives, of hiring appropriate talent and training

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Cover | Indian Hockey – in a marketing soup? soup?

Coverstory story | Indian Hockey – In a marketing

markathon|august 2012 2012 markathon|august

creates a big impact on any organization. Indian Hockey should also focus more on their internal training and camps for assuring that our players meet the international standards.

Integrated Marketing

marketing goal here is not only to attract right talent but also to encourage more youngsters join and embrace the game. But we find in India, every youngster’s role model is a ‘Sachin’ or a ‘Dravid’ and not a ‘Prabjhoth’ or a ‘Dilip Tirkey’. How can we change Integrated Marketing this? We see players like Sachin and Dravid regularly attending public Integrated marketing is about creating, communicating conferences; Spectators and delivering value to a target market. But interact with who is the target youngsters in market for a sport like schools and Players hockey? One will say colleges but we Primary target market it’s the spectators and don’t often see the prospective players hockey players Coach or we may say the doing the same. We consumers. A course need our hockey on sports marketing Other staffs champions to will tell you that there engage more are more than just the closely with our spectators that need to Corporate Sponsors society, if possible be marketed. Other on social causes to Secondary target market than the spectators we create connect with have participants Advertisers the youngsters. including the players Also, we need more who play the sport, the coach who train them and other school and junior college level tournaments which support staff. These are the primary target market. The encourage youngsters to play hockey. Yes, the recent secondary target market could be the corporate announcement of INR 5 lakh grant by Hockey India to sponsors who use sports to communicate positive and each of its State Associations towards organizing senior, distinctive image about their products and company to junior, sub-Junior level tournaments and school level large group of spectators or it could be the advertisers tournaments for the first time since the start of men who use this platform to promote and communicate and women hockey from 1927, is a good sign but their products. Also, there exists a big secondary market probably a bit late. in the form of player’s endorsements of products where One of the most important target markets, of course, is companies use sports personalities and celebrities to the spectators which include not just the people who create better consumer perception towards their come to watch the match in the stadium but also the products. Let us look each of them one by one by television viewers, people following the match on radio defining the marketing goal and how it can be achieved. or newspaper. Who are our spectators? In a broad level Starting with players and coaches, their need is they are the youngsters who seek entertainment and recognition and, of course, money. Though who generally don’t take much time to switch to other tournaments like World Series Hockey (WSH) entertainment sources. Some consumers may not be tournament, league format conceptualized recently, specifically attracted to the core product which is provide a great platform for players to get recognition hockey, but to the way in which the core product is and also earn money, they have failed miserably due to packaged. For example, music, half time promotion, organizational conflicts between HI and IHF. The good commentators and other entertainment can be

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Cover | Indian Hockey – in a marketing soup? soup?

Coverstory story | Indian Hockey – In a marketing

important factors for encouraging people to watch the match. As a marketer one needs to look at the behavior of the consumer which could be done through a thorough market research keeping into account the demographics, the Psychographics and other traits of the consumer. For instance, hockey sticks are often projected as a tool for aggressive behavior at college.

Can we use this notion to project to our youngsters that hockey stick is for playing and not for fighting and we need them to play our national sport. Such market research will help in finding the right way to communicate to the spectators. There is a need to brand Hockey as a sport. Like golf is seen as the game for professionals and is used often as a tool of interaction by businessmen and other eminent personalities, we need to brand hockey may be a team sport to be viewed with friends or something. Based on it, we can provide college bulk discounts to spectators.

The idea is to connect with the people. We can even broadcast local games in local languages to connect with the local people. The National Basketball Association (NBA) and Major League Baseball (MLB) have many of their games broadcast in languages spoken in Hispanic and Asian cultures.

We also need to engage with sponsors and advertisers.

They are the ones who bring money into the game. Recently, Sahara India felicitated Indian hockey team with a cash incentive of INR 1.12 Crore for their brilliant performance in FIH Olympic qualifiers. This shows we have a very committed national sponsor in the form of Sahara India Pariwar, but the situation is bleak when it comes to local or state tournaments. A number of professional sport teams have started initiatives to increase the diversity of their corporate and sponsorship partners. For example, the Los Angeles

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Avengers of the Arena Football League had hosted special events to promote opportunities with local Hispanic businesses, and Major League Baseball (MLB) offered similar events for Native American business owners. We also need to do the same. The state associations need to conduct such events to build up good relations with different sponsors. We also need our hockey players to endorse various products. This will start the trend of investments from sponsors and advertisers into hockey. Few courses on public relations will definitely help players but ultimately it all depends on the performance of players on the field which will give them endorsements from companies.

Performance Marketing

Financial Accountability

Performance Marketing Social Responsibility marketing The other important aspect of holistic approach is Performance marketing. It looks into the performance of the various marketing activities and efforts. The performance is measured with respect to the business returns obtained from the investment in these activities and also at the same time handling all the concerns with respect to the social, ethical, legal and environmental effects of the marketing activities. The managers should not only focus on the top and bottom line of the business but they should focus on the complete balanced score card which accounts for customer satisfaction, customer retention, product quality and other such activities. Thus, the two important parameters for performance marketing

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Cover | Indian Hockey – in a marketing soup? soup?

Coverstory story | Indian Hockey – In a marketing

include financial accountability and Social responsibility marketing.

The financial accountability of the entire fund allocated to each activity should be established. The initiative can be taken up initially with various state associations. The performance of each state association can be judged by their contribution of producing national level players.

The performance bonuses can thus be given to those state associations giving the best results. The various other investments for building infrastructure should also monitor as bureaucratic intervention and other unseen reasons have brought a lot of inefficiency in the same.

markathon|august 2012 2012 markathon|august

the customer’s needs and thus selling it to them by matching their requirements. Indian hockey currently has a poor product i.e. a poor performance that does not have any market neither international nor domestic.

By practicing internal and performance marketing it can improve its product quality and simultaneously following integrated and relationship marketing it can build the connection with its external customers and communicate the new product delivery to the market.

Indian Hockey thus needs a holistic marketing approach to build the game at par with international level and revive the lost brand value; The National Sport of India: Hockey.

As a part of societal marketing, Government should promote more of regional or local level tournament.

Young children or youths should be encouraged for the game. Scholarships for school or college students playing hockey shall also promote hockey at ground root level and at the same time it assures societal wellbeing. Tournaments at schools and distributing hockey merchandises as the prizes can be more of such efforts. Further, hockey players shall also involve themselves in various social issues and working for them in their free time. It will not only help them in fulfilling their social responsibility but at the same time their visibility will also increase.

Finally, can we say that good marketing can sell even a bad product? Not exactly! Only a good selling practice can’t sell a product, but a good holistic marketing practice can improve a bad product by responding to

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Vartalaap

markathon | august 2012

An Interview with Mr V. Srinivasan The Adams Distinguished Professor of Management Emeritus at the Stanford Business School

Professor V. Srinivasan, “Seenu” as he is commonly known is his circle, is the Adams Distinguished Professor of Management, Emeritus at the Stanford Business School. Having completed his Bachelor’s from IIT Madras as a gold medalist, he worked for two years at L&T, prior to joining Carnegie-Mellon University where he received his MS and PhD in Industrial Administration. He has an expertise in the area of market research, especially in the field of conjoint analysis where he has done interesting experiments, predicting job offers which students at the B-school would take up.

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Vartalaap

markathon | august 2012

Markathon: Can you share few of the learning from

less than three years and getting an MBA en route.

your work experience at Larsen & Toubro which helped you in your management journey?

At Carnegie-Mellon I had a roommate, Allan Shocker, who was very much interested in marketing, which differed from the Manufacturing Operations emphasis Prof. Srinivasan: It has been a real joy to teach the that I had acquired from L&T. Our numerous intelligent, diligent, and experienced students on both conversations led to the thought that if we can find out campuses. Stanford has a two-year (18 months) MBA what customers want, we can combine that knowledge program compared to the 12-month program at the ISB. together with cost data and information about The Stanford program allows more “soak time” but the competitive products to come up with products that ISB program is more efficient for the ISB students who customers would want to buy while still allowing often borrow large sums of money (relative to their companies to make greater profits. Understanding incomes). An important additional difference is that the customer preferences by indirectly asking customers to majority of Stanford students are non-engineers but the rank hypothetical products described in terms of majority of ISB students are engineers. Consequently, multiple attributes or features became an interesting the ISB students are more inclined toward the basis for a linear programming procedure (LINMAP) that mathematical details of the material we cover in the we jointly developed, classroom. resulting in two influential Markathon: Your work on conjoint research papers. The name analysis is highly acclaimed. It is “Conjoint Analysis” itself Marketing analytics are very useful in said that you correctly was coined by me and answering a number of questions such as predicted which job offer Professor Paul Green of each of your students at the relative effectiveness of alternative Wharton in a research B-school would take up! paper in 1978. (There was promotional decisions, customer value Can you share some something called conjoint analysis, and so on.

India is playing a insights over the measurement at that time, significant role in doing marketing applications of this but it is very different in technique? terms of focus.) analytics. Conjoint analysis is

Prof. Srinivasan: Here

complementary in that it answers a

As a way of testing whether conjoint analysis can really was another pivotal turn in different set of important marketing predict real world behavior, I my life. As I applied to U.S. questions regarding the product attributes used Stanford MBAs’ job Management programs, I we should provide in a product or service choices. Preliminary qualitative thought I was going to do an research had identified eight MBA and return to the world of factors (area of the country where the business. What I learned very quickly job is located, number of days in a typical during the MBA program was that I was month the MBA would have to travel away more interested in and had greater aptitude from home, salary, nature of the job, for research, asking and answering growth rate of the company, etc.) important intellectual questions.

The MBA students completed the Indeed, a few of my faculty conjoint analysis task prior to members at Carnegie-Mellon receiving any job offers. At asked me to switch to the the time of graduation they doctoral program at the provided us data regarding end of the first semester which job offers they of my MBA. I ended up actually received and what finishing up my Ph.D. in

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Vartalaap the attributes of each of those jobs were. We could then use the conjoint analysis results for each MBA to predict which job he/she would choose and compare it with which offer each of them actually took. We were correct three out of four times.

markathon | august 2012

Markathon: If we talk of Brand equity measurement, how can something as intangible as brand equity that connects to the emotions of a consumer, be quantified?

Prof. Srinivasan: I believe we can both measure and

Conjoint Analysis is now used over 14,000 times worldwide. It is most often used to help define the product (or service) and associated price. Conjoint Analysis can answer questions regarding how much the market is willing to pay for a feature of a new product, how much the market values one brand over another (brand equity), defining the market in terms of benefit segments that enable definition of product lines, and answering numerous “what if” questions in terms of what is likely to happen under alternative configurations of our company’s and competitive companies’ product and pricing moves.

understand brand equity by conceptualizing brand equity as what the brand adds in terms of incremental (profit) contribution over and above what the underlying product or service can provide. In a research paper with my former doctoral student Chan Su Park, currently a Professor at Korea University, we provide a method that examines four different components of brand equity: brand awareness, incremental preference based on attribute perceptions, non-attribute based brand equity (customer self-expression), and the increased distribution the brand enables. Of course, we should not expect the same degree of precision in a brand equity study as in a conjoint analysis study.

Markathon: With so many factors driving the purchase

Markathon: What would be your advice to our young

decision of consumers, what are the main considerations while deciding on the list of attributes for conjoint analysis?

readers who aim to become successful marketers?

Prof. Srinivasan: Qualitative market research (focus groups, one-on-one interviews, ethnographic methods) is very useful as it helps us come up with a more complete list of attributes. I have (with my former doctoral student, Oded Netzer, currently Associate Professor at Columbia) developed a method called ASEMAP designed to help us prioritize amongst these attributes.

Markathon: With the advent of technology and social

Prof. Srinivasan: Marketing is an exciting field because it emphasizes both the creative side of coming up with new ideas for products and services and communicating them to consumers, and the scientific side of understanding customers and marketing analytics. It is important for students to take advantage of their time at MBA programs by taking courses that give them knowledge that develops both their qualitative and quantitative skills. It is also truly important to learn from successful examples in marketing past and present in the world around us.

media, data mining and data analytics have become the order of the day. How effective would conjoint analysis be in this setup?

Prof. Srinivasan: Marketing analytics are very useful in answering a number of questions such as relative effectiveness of alternative promotional decisions, customer value analysis, and so on. India is playing a significant role in doing marketing analytics. Conjoint analysis is complementary in that it answers a different set of important marketing questions regarding the product attributes we should provide in a product or service.

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markathon | august markathon | june 2012 2011

war zone | eye 2 eye

The Microsoft Surface tablet, available in two versions, "Surface" and "Surface Pro", running on the Windows RT and Windows 8 Pro OS respectively, was announced on June 18, 2012. Equipped with clever features like Touch Cover and Type Cover, the product is thin,

Payal Pathak XIMB light, and comfortable to hold. However, Microsoft has been rather vague in coming up with a pricing and availability plan. A lot of hype has been built around the firm for producing its own computing hardware, the first time in its 37 year history, instead of using original equipment manufacturers. This fact along with the smart coupling of physical keyboard and trackpad with a tablet to preserve the light weight and portability of a tablet may not be enough of a seduction to prospective buyers.

Additionally, consumers won't be able to get the Surface tablet until Windows 8 ships – and the Intel Core i5 Surface for Windows 8 Pro won’t be available for another three months after that.

Moreover, the product is rumoured to have only a shortrange Wi-Fi connection that would drive prices down.

This would also mean on line usage of the tablet will need consumers to find a Wi-Fi hotspot, which isn't always convenient. This could hamper the tablet's chances against the iPad and other similar devices.

Finally, the pricing strategy for the Windows RT Surface, quoted to be at par with a “comparable ARM tablet”, leaves technogeeks’ expectations dangling mid-air with prices ranging wildly from those for a no-name Chinese Android to the top-end iPad with 4G. The success and failure of the Surface tablet would finally rest on the ability of Microsoft to deliver on its promises in time, an art perfected by its close competitor-Apple.

Microsoft’s foray into tablet market through Microsoft Surface is a very late entry into a crowded market. This market is marked by great deal of innovation by technology giants viz. Apple, Samsung and Blackberry.

Moreover these tablet Ram Krishn Pandey NIRMA manufacturers have already developed their followers’ base and loyal customers.

By seeing current trends it can be easily inferred that Microsoft is losing its ground in the smart phone’s market as sale of NOKIA smart phones with window Phone 7 has had lacklustre performance. Thus it became imperative for Microsoft to prove its presence in tablet market but its fate in tablet market weighs heavily on the performance of Surface.

Thus to maintain its turf Microsoft has to come up with an outstanding product which beats its rival not only in pricing but also in features. Microsoft Surface will not only compete with ipad or galaxy pad but will also compete with the ultra-book and “ipad mini” which could be released by Apple in September ’12 in the price band of $250-$300. Thus low price will not serve the purpose as with new low price innovation by its rivals, it will be difficult for Microsoft surface to further undercut its price. Thus it has to offer such features which can create its own consumer base. Moreover, at this point Microsoft needs to concern itself with building up user base first and making money second.

Thus by seeing these challenges it is quite evident that just lowering price will not be only option but this product with reasonable price must also compete with various contemporary features of non-tablet segments.

“To maintain its turf Microsoft has to come up with an outstanding product”

“Microsoft has been rather vague in coming up with a pricing and availability plan”

Is the success or failure of Microsoft dependent only on its pricing?

Topic for the next issue’s Eye to Eye: “Hosting Olympics: Marketing of the Nation but is it worth the cost?”

Your opinion (view/counterview) is invited. Word limit is 250-300. Last date of sending entries is 15th August, 2012. Include your picture (JPEG format) with the entry.

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markathon markathon | august | april 2012 2012

war war zone zone | | silent silent voice voice

Silent Voice

LAST MONTH’S RESULTS Theme: “Nexus 7”

WINNER: MANSI PATIL | SIMSR, Mumbai Congratulations!!! Mansi receives a cash prize of Rs 500!

HONORARY MENTION

Akshat Jain | WeSchool, Mumbai

NEXT THEME FOR SILENT VOICE: “Philips Bodygroom” Read more@ http://goo.gl/bBbTS LAST DATE OF SENDING THE PRINT AD: 15th August, 2012 EMAIL ID: markathon.iims@gmail.com Send your entry in JPEG format named as SilentVoice_<Your Name>_<Institute>only.

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specials | ADdicted

markathon | april 2012 2011 markathon | august

Ad-dicted Umang Kulshrestha, GSN Aditya| iim s PRODUCT # 1: Maruti Suzuki Pvt Ltd

PRODUCT #2: Red Label Tea

POSITIONING: India’s most fuel efficient cars

POSITIONING: Healthy tea

CREATIVE AGENCY: Publicis Capital, India

VERDICT : Miss

VERDICT : Catch

CONCEPT: With the three disappointing ads of this month being, Garden Vareli, Vodafone and Red, we choose to talk on Red Label!

CONCEPT: Set in the pre independence era, the AD tries to underplay all foreign car makers. The Ad features “Amelia Johnson” as the first woman to fly from England to Australia (A spoof of the famous “Amy Johnson” who was the first lady to fly from England to Moscow). She symbolises all the foreign car makers and upon reaching India she is greeted by a large crowd of eager Indians. She begins to flaunt the specifications of her plane but the Indians are not impressed and are unfazed by the superior specifications. Suddenly, one Indian from the crowd asks her “Kitna deti hai ?”, for which Amelia has no answer and can only smile in embarrassment as she (foreign car makers) knows that her plane is no good when it comes to mileage.

Breaking it down: Maruti Suzuki has learnt over the years that it cannot pass off as a luxury brand or as a high performance brand owing to its experiences with the Kizashi and SX4 respectively. Its cars are regarded as fuel efficient, cost efficient and easy to maintain cars. And Maruti Suzuki has realized over the past two years that this is what most of the Indian automobile consumers want. The AD is as sarcastic as it gets and hits the nail on its head with this subtle attack at all the foreign car makers. It conveys one simple message: If you want a car to flaunt, you have numerous brands; however if you want a practical, fuel efficient car, Maruti Suzuki is your best option.

YouTube link : http://www.youtube.com/watch?v=1AyynrjP3EM Rank 2: GoodKnight Advanced http://www.youtube.com/watch?v=0Q0eB_SKO2s Rank 3: Cadbury Diary http://www.youtube.com/watch?v=pidPlb9GZdo

In short let’s reflect on the other two, starring the Cocktail fame, Diana Penty, Garden Vareli ad though being “nothing so impressive type” did not really have much of an option belonging to that typical saree TVC where you can show a beautiful girl with a flowing, patterned saree and the other Vodafone ad that just wanted to emphasise on the happy hours available from 2-4 p.m. built my hopes in the beginning with the Munnabhai MBBS déjà vu that had a carom stud, old Uncle, got shattered in some time when the carom play built on to nothing! Neither does it connect well with the point why 2-4 pm happy on Vodafone which practically does not have link with carom, despite using it symbolically for fun.

Now comes the turn of Red Label! Akshay Kumar is shown drinking tea doing possibly anything on the set; fighting, exercising and even when dancing.

When Sonakshi rebukes him expressing her views that may be it was tasty but not healthy, Akshay asks the audience to call on a number to prove to Sonakshi why it was healthy because she says, “Sab bolenge tab manungi”! Firstly, the flow does not captivate the audience and secondly if some do connect, no one knows what on Earth should make the audience call on that number to prove it to “Sonakshi” that Red Label tea is healthy.Engaing the audience is good but with no incentive or drive to do it, the attempt is a waste. A mood spoiler end with a very feeble build of the entire act.

YouTube Link: http://www.youtube.com/watch?v=JKCsNUnr6Us Rank 2: Vodafone http://www.youtube.com/watch?v=DPM8UNfMzLs Rank 3: Garden Vareli http://www.youtube.com/watch?v=ES_4qfQcHFI

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markathon | august 2012

specials | bookmark

Marketing WarFare (20th Anniversary Issue) ; Al Ries and Jack Trout Review by SOWMYA R TMH Publications | Price Rs.244 To quote the words of George C.Scott, “No bastard ever won a war by dying for his country. He won it by making another poor dumb bastard die for his country!”

When on the battlefield, you either survive or perish, there is no middle ground. Marketing Warfare, written by two legendary marketers Al Ries and Jack Trout is a timeless classic that takes you through battles won and lost, and prepares you for the biggest lesson of war“How to return from the point of no return?”

Summary Perhaps the most basic similarity one can find between Marketing and war is the language. We launch a marketing campaign; promote people to higher positions; report gains and losses and issue uniforms.

Hundreds of companies, thousands of brands, scores of products- Marketing is indeed warfare, but it is fought on a battlefield 6 inches wide, the mind of the prospect! Winning this battle is a matter of possessing the weapon called “perception”. Taking analogies from actual battles and applying their principles to actual business scenarios, the book enthrals the reader with its sheer logic- the logic that irrespective of who wins the battle, in the end the better side emerges victorious in the war.

Organization The book begins by outlining the four positions that a company/brand can take on the battlefield, namely defensive , offensive, flanking and guerrilla. The book is then organized into 4 major sections, one devoted to principles of each of these styles of warfare. It gives invaluable lessons to players in each category such as: Best defensive strategy is to have the courage to attack yourself.

When on the offensive find a weakness in the leader’s strength.

Tactical surprise is key to a flank attack and the pursuit is as critical as the attack.

In guerrilla warfare, never act like the leader no matter how successful you get.

Following this, the book covers four wars that have been immortalized over the years, namely: “The Cola War”, with Coca Cola and Pepsi at loggerheads with each other and the Uncola Campaign; “The Beer War”, which had Heineken and Miller vying for their markets.

“The Burger War” of McDonald and Burger King is as timeless as this book itself and finally “The Computer War” of first vs. better products still rages on.

The final part of the book discusses Strategy and tactics and the importance of a good general (leader) to lead the troop as they wage war upon each other.

Verdict: 4.5/5 Needless to say, the book is gripping and is a guide to every manager to both identify his/her position as well as to launch and defend attacks from opponents. It is well-structured and has abundant examples to illustrate the elements of the battlefield.

The updated edition features the latest, most-powerful tactics which are crucial in today’s competitive landscape

Bottom-line The only thing that can ensure your victory in the combat zone is “preparedness”. War has already broken out. It is now you who has to steer the battleship. Grab a copy of this book and tread the path that warriors have set foot on.

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specials | radical thoughts

markathon markathon | august | may 2012 markathon | august 2012

Did the Dark Knight rise?

markathon | august 2012

Piyush agarwal | IIM S

markathon | august 2012

What I write here has nothing to do with marketing, but needs to be written nonetheless. My assumption here is that by the time the magazine releases, most, if not all of you would have seen ‘The Dark Knight Rises (TDKR)’ (If not, please open your browser now and book the tickets to the next available show…seriously…RIGHT NOW).

Before I start off, in the interest of full disclosure: I am a true Nolanite and YES, I loved TDKR! What led me to write this story was that a lot of people I know really disliked the movie but I believe that they have perhaps misunderstood the movie. They certainly represent a very small minority as IMDB has got TDKR on 9.1 with over a hundred and fifty thousand votes.

I’ve always taken this column as an opportunity to give voice to the counterview by playing the devil’s advocate. The popular opinion, I’ve usually always found to be somewhat flawed.

Not this time though.

Here is my attempt to address some of those issues in the limited word limit this column has been assigned (Trust me, I can fill this whole magazine up with my views on TDKR) TDKR sucked, TDK was much better 'The whole is greater than the sum of its parts'. One couldn’t find a better example to prove this philosophy than the Dark Knight Trilogy. Nolan has brilliantly summed up the trilogy with each installment perfectly aligned with the theme of, FEAR, CHAOS, PAIN. TDKR is part of a story, two thirds of which we’ve already seen and loved. You have to watch with the bigger picture in mind. You can’t comprehend this part in isolation. It makes sense only if you’ve seen the other two (If you haven’t please go on to the next section) TDKR was much grander in comparison to TDK in the sense that the whole city of Gotham was terrorized like never before. In TDK joker says to Batman “See, their 30

markathon | august 2012 specials | radical thoughts

morals, their code... it's a bad joke. Dropped at the first sign of trouble. They're only as good as the world allows them to be. I'll show you, when the chips are down, these... these civilized people? They'll eat each other”.

This has been illustrated perfectly in TDKR. Bane inspires anarchy in Gotham; we see the civilized eating each other up.

Joker vs. Bane

markathon | may 2012 markathon | august markathon | august 2012 markathon | august 2012 markathon | august 2012 My only non-issue with thismarkathon movie is perhaps the lack of | august 2012 chemistry between Miranda Tate and Bruce Wayne, | august 2012 and the short screen timemarkathon of Alfred. But I understand why, given the movie already stretched to over two hours and forty minutes and addressing these issues would have stretched it by another half hour or so (I’m sure fans would have loved that) To me, a good movie is a movie which takes me by surprise and keeps me at the edge of my seat throughout. It should be unpredictable and keep me guessing at every moment, making sure I guessed everything wrong. TDKR managed to do it perfectly well. Nolan explored and experimented with many different emotions in this movie which audiences were unprepared for and that’s a good thing. If you didn’t like this movie because it was very unpredictable, you need to redefine the way you rate mo vies.

Joker was a very entertaining character and perhaps one of the best villains in cinematic history but amount of artistic license which Nolan took with Bane just blew my mind off. Bane was both physically and intellectually a much stronger nemesis to Batman compared to Joker.

His mere physical presence was terrifying, the modulated voice only added to the menacing persona.

Also, the kind of loyalty which Bane commanded from his army was unparalleled as opposed to Joker who basically took advantage of mentally disturbed schizophrenics. In essence, both Joker and Bane terrorized Gotham and Batman but in completely different ways.

Weak female characters One beef which audiences have always had with Nolan is the absence of a strong female character in his movies. The powerful characters of Selina Kyle (Catwomen) and Miranda Tate (Talia al Ghul) take care of this issue. Both characters were developed beautifully and had depth. Everyone had their aversion towards Anne Hathaway playing her part, but I think she aced it.

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markathon markathon | | august march 2012

specials | updates

BRAND LAUNCH Nissan to launch multiple products in 2012 After a not so aggressive entry with ‘Xtrail’ SUV in India in 2005, Nissan is coming now with a series of launches to target the emerging car market in India by joining the league of foreign companies who are in full swing to push down the market share of already established player. The product which is first in the line is the MPV ‘Evalia’ at a starting price of about 9 lakhs.

Raymond Limited launches ‘Makers’, the new brand with insurance cover The leading textile manufacturer launches an economy brand ‘Makers’ along with the incentive of trade promotion via insurance coverage worth INR 10 lakhs to its retailers. The launch is widespread as initially it is covering 2300 retail outlets across 33 districts of the Rajasthan.

Google launches ‘Nexus 7’ After a week when Microsoft announced its entry in tablet market, Google too announced to put its brand over the tablets. Giving a direct competition to Amazon’s Kindle Fire and iPad, Google unveiled its tablet computer ‘Nexus 7’. Like its Nexus smart phone, this too is coming with ‘Jelly Belly’ which is the new version of Google’s Android operating system.

BRAND WATCH Archies in new “avatar” First time since its inception in 1979, Archies is doing its makeover to connect to its target segment which mainly constitutes youth and corporates. Archies is giving a red interior to its retail outlets and has got big red colour and heart shaped logo. The company which leads the 300 crore greeting cards market and has about 225 stores across the country is doing this re-branding exercise to give itself a vibrant and young look.

Australia’s Di Bella to enter India through the Joint Venture With an aim to get breakeven and also to open 50 stores within 3 years of Indian presence, Di Bella,

the Australian coffee brand has formed a deal with a local partner, Mr Sachin Sabharwal (India born Australian entrepreneur) for a 70:30 Joint Venture.

In order to understand the market better and diversify the financial risk, the local partner has been allowed to take 70% stake while the rest is held with the parent company in Australia.

International high-end luxury brands on the path of sales promotion Market slowdown has not even excused the International luxury brands like Chanel, Burberry and Christian Dior who have started discount sales at their outlets in major cities to clear inventories and attract first time buyers. The company feels that this will not put any negative effect on the brand image as this is a strategy to come closer to the aspirations of Indian people.

P. Balaji as Nokia India’s new Vice President and Managing Director To give a strategic direction and operational focus to the leading name in phones and smart phone business in India, Nokia has appointed P. Balaji as its Vice President and Managing Director for Indian operation. P. Balaji is a renowned name in telecom industry and he has handled roles across sales, strategy, product marketing, operations, development, and corporate relations during his 2 years of professional experience.

MEDIA Samsonite on the online direct selling platform Global brand which offers a large selection of trolleys, briefcases, handbags, laptop bags and other accessories has come live on e-commerce platform where every single product available in the market is ready for purchase. Company has provided credit and debit card facility for online transactions and soon going to follow other ecommerce sites by offering cash on delivery option.

Yatra.com to take Travelguru.com

100%

stake

in

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specials | updates

The online travel company is all set to acquire full stake in Travel guru, a brand under Travelocity.

Travel guru offers access to 6500 hotels in India and to 72000 hotels worldwide. The company will continue its operation under the same brand name, the strategy used by majority of the players during an acquisition, to help strengthen the position of Yatra.com as the leading travel company.

World Music festival by Radio Mirchi On a 4 hour show for a week, Radio Mirchi is celebrating World Music Festival by bringing in talented and versatile actors on their show. The channel has covered artists such as A.R. Rehman, Anu Malik, Usha Uthup etc. with various music genres like Sufi, Jazz, Rap, Clasical and Punjabi. The channel is getting huge brand awareness through different mediums like phone calls, Smses, Twitter, Facebook etc.

AD Watch Renault Duster Pre-launch commercial Renault has launched its pre-launch TV commercial for the Mini SUV Duster in one of the funniest way.

Duster is coming at a best affordable starting price of 7.19 lakhs. The commercial shows the regrets of people who have purchased sedans just before the launch of Duster and company apologise to them on their decision.

Click here to watch Volvo to show augmented reality to engage customers Volvo is trying to engage newspaper readers through the use of augmented reality and hence using the power of integration of digital and print media. The Swedish brand is trying to create unique consumer engagement experience by the use of its entire communication eco system to capitalise on the wide reach of newspaper in India.

Cadbury gives new positioning to its “Toblerone” brand Cadbury-Kraft will now be the official distributor of the famous Swiss chocolate “Toblerone” recognised for its unique triangular shape worldwide. The chocolate which was being imported till now, has been positioned by Cadbury as the gifting brand with a tagline of ‘Gift like no one else’.

Articles are invited “A unique rebranding exercise – The Kaya story”: Neha Kanwal | IIM Indore She receives a cash prize of Rs.1000 & a letter of appreciation We are inviting articles from all the B-schools of India. The articles can be specific to the regular sections of Markathon which includes:  Perspective: Articles related to development of latest trends in marketing arena.  Productolysis: Analysis of a product from the point of view of marketing.  Strategic Analysis: A complete analysis of the marketing strategy of any company or an event.

Apart from above, out of the box views related to marketing are also welcome. The best entry will receive a letter of appreciation and a cash prize of Rs 1000/-. The format of the file should be MS Word doc/docx.

We’re inviting photographs of interesting promotional events/advertisements/hoardings/banners etc. you might have come across in your daily life for our new section “The 4th P”.

Send your self-clicked photographs in JPEG format only.

The last date of receiving all entries is 15th August 2012. Please send your entries marked as <ARTICLE NAME>_<SENDERS’ NAMES>_<INSTITUTE> to markathon.iims@gmail.com.

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Please send in your comments/feedback to: markathon.iims@gmail.com Visit: www.iims-markathon.in

Š Team Markathon, IIM Shillong