Marque- The Marketing Club, IIM Rohtak, December 2017

a fad or trend?

Marque - The Marketing Club IIM Rohtak

LIVESTREAM MARKETING LIVE STREAM MARKE

FAD

A FED A OR A TREND? A

OR

TREND? ‘Seeing is believing’

BySakshi Uniyal FLAME University

Video Marketing is not declining in any near future, it’s something that will remain with each web As technology has captured every based showcasing specialty for a aspect of human life , how can foreseeable future. According to marketers refrain from penetrata survey conducted by New York ing this segment of the digital Magazine, 80% of respondents world. Traditional form of market- would rather watch a live video ing has already broken its wings from a brand than read a blog, since late 70’s and digital is the and 82% prefer live videos from new tool with Youtube taking over a brand to social posts. To build as a platform specifically created link, News Channels also do live for video viewing and then Facestreaming of breaking news, but book , Instagram or Snapchat now when internet is accessible at converting this idea into a more the tip of our fingers and informacustomer engaged service. tion at stand by mode, shouldn’t

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Marque - The Marketing Club IIM Rohtak

ETING

everything we do and see should be up for everyone?

Live streaming can be considered as a natural extension of video marketing. The whole objective of brands is shifting to more Live Streaming form of marketing & advertising, and social media platforms are trying at every stage to develop their user interface into more Live streaming pattern because block text , static post or even shorter videos still don’t drive audiences at the same pace which live streaming as a tool does. This

?

technique makes the world feel even smaller than it already is as it creates connections that span time zones. It lets us explore parts of the world we might otherwise not.

As Periscope puts it: live-streaming lets you “discover the world through someone else’s eyes.”

ENGAGEMENT + INTERACTIVITY = LIVE STREAMING

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“Maybe don’t call it social media. Just be a human and tell your story” -Gary Vaynerchuk

Highlighting 5 points of difference Live Streaming has over other tools of Digital Marketing: • Viewers consider it as more raw content hence a genuine form of brand engagement • Real Time Conversation and TG Engagement as per your comfort • Touches Multiple Channels • Easier and Affordable • User - Generated (comments/ share and audience allowance to be a part of the live stream) Right from customized timings, to lead generation buttons , call for action buttons or a simple user generation button of like and share, collaboratively have one moto of either brand awareness/ consideration/lead generation in this tech savvy world. Managers are focused on how to build their brand identity and engagement to a mass youth pulled audience. Too much or too less is also an issue, over content or constant approach of live video is also not advisable and not being on this tool is also a lower back on competitive edge.

Before the rise of these livestream

tools, there was a physical and social wall between brands and their audience. Communication and its branches has broken this wall.

But the way livestream enmeshes social and real time, conversations and presentations, and brings everyone into the room, means that the final wall has been broken and to state: once a wall is down, as we know, there’s no putting it back up.

Broadcast Real Time Looking at the other side , companies are grappling live streaming marketing and agencies are pushing to be on the top with their real time creative challenge. “We want this right now” is the new slogan of youth along with having everything on their finger tips adopting the medium of digitalization. Live streaming definitely offers an opportunity to reach younger viewers for companies, but the larger audience is still a

push. Live Streaming Planning revolves around factors such as : Will it be watched live?, sharable content, shareability process, user generated content in the form of comments, likes or even shares for that matter, advocacy of the brand, engaging content and the right medium for live streaming. Unpredictability plays a major draw back when it comes to adopting this form of marketing. Giving

All device an example of the recent IphoneX launch which happened on 12th September 2017. The launch can be considered as a form of live streaming marketing, what happened I am sure most of us are well aware off. One of the product feature failed at the first attempt, the crowd was taken aback and so was the company. There were lot of follow up trolls and negative engagement of the audience. What if the launch wasn’t live

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Marque - The Marketing Club IIM Rohtak

THE TRUTH streamed? What if the launch was a close door activity? Could the harm created on the brand image by streaming the launch live be stopped?

Can we ever generate ads while someone else is live streaming?

Does live streaming marketing has any form of sponsorship space for brands to tap in?

Can Facebook , Youtube or other live streaming tools sell live streaming as a way to advertise for brands? Maybe a pop-up or a screen ad below while its live. All this is possible in the near future but the concern is the authenticity, the user trust and engagement of a raw content won’t dissolve?

These are certain factors of concern which somewhere is hindering companies to pitch in capital towards live streaming as a tool of ad hoc manner and considering traditional marketing or other digital medium as the first priority. What’s your stance as a

Can be planned No richer content, No attraction Influencer Marketing and Live Streaming can make your brand go places Unpredictable and misused

marketer?

4

Marque - The Marketing Club IIM Rohtak

MARKETING TECHNIQUES USED BY POLITICAL PARTIES FOR ELECTIONS ByR Prasanth K.J. Somaiya Institute of Management Studies and Research, Mumbai

“He conceptualizes polit-

ical marketing as a complex process. He considers the introduction of marketing in politics as an outcome of the elaboration of a policy of political communication and a global strategy of design, rationalization and, conveyance of modern political communication.�

This is Philippe J. Maarek, the author of the bestseller, Campaign Communication, and Political Marketing, who has emphasized enough on the use of active political communication to help consumers or target audience understand who you really are. Various techniques have been employed by political parties in India over the past 4-5 years with the advent of digital and social media and a more evolving, informed and mature voter audience.

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Marque - The Marketing Club IIM Rohtak Introduction

Campaigning for political parties involves sophisticated marketing strategies so as to attract votes from the citizens to win the elections. A lot of experimentation has been done with these strategies, and are evolving and expanding with time. With the world rapidly moving towards a digitally and technologically dominant scenario, social media marketing, political blogs, awareness, PPC and other digital marketing campaigns are the new norms.

The major driving factor behind the image makeover of current Prime Minister, Shri Narendra Modi, during the general elections campaign in 2014 was a comprehensive political marketing masterclass, which also included extensive use of social media and the then fad of clicking selfies.

That may have been a bullseye strategy, well ahead of its time.

But, even today traditional campaigns, which involves politicians going from door to door to garner support for votes is still significant, given the fact that it has a personal contact. This also includes print ads, TV, Radio and along with that promise for distribution of freebies. Not all segments of the target audience are tech-savvy, so with traditional marketing, it ensures the right balance between the old guard and the new age techniques.

The Approach

Like every marketing strategy, Political Marketing strategy should also see the leader or the political party we are campaigning for as a “product”. Drawing parallels to the classical Marketing Mix (4P’s) can help market and sell the “product” to the right “audience”. The typical SWOT analysis may also be done for the candidate. This is because, not only is the voter audience a matter of concern, but also the

prominence of this personality in the overall scheme of things as far as elections are concerned. This is followed by creating an image for the candidate, showing them in good light, in front of the common public and especially the target audience. (For which the footprint of the political party to which the candidate belongs to, plays a pivotal role) After this, it is a continuous process of push-marketing and grassroots efforts.

“Campaigning for political parties involves sophisticated marketing strategies so as to attract votes from the citizens to win the elections.”

General Elections -2014, India

The team bestowed with the responsibility of steering the political campaign of the BJP or the NDA alliance as a whole in the 2014 General Elections clearly knew that the target customer (in this case voter audience) had a more populist sentimental connect with Narendra Modi as a strong leader, with immense political experience and a person, in whom people could trust to see development coming up in India. Thus, it is imperative to use the right person as the image of the political campaigns, as it may become a make or break situation in a big game scenario like the parliamentary elections.

The US elections too greatly focus on the branding of the party. It is a brand that helps acquire votes and trust. Political campaigning is now integrated into various means such as forums, hangouts and chats, tweets, blogs, unique agendas for

promotions, and other social platforms through which problems could be addressed while campaigning simultaneously and user participation would be encouraged. This would help in proving the worth of political parties.

Channelize your marketing strategy to target the opponent When it comes to Election Campaigning in India, one name which we cannot ignore is the revolutionary Prashant Kishor. He was pivotal in helping Narendra Modi win the general elections in 2014, and also aided Nitish Kumar, in the latest Bihar Assembly Elections. His philosophy includes only one agenda “Go Big or Go Home”. His main campaigns of Chai pe Charcha or Har Ghar Dastak were some examples of Big name campaigns. The irony is that he helped target Narendra Modi, by asking him a slew of questions about current burning issues, on twitter which distracted Modi from his own goals and this led to Nitish Kumar taking the helm of affairs in Bihar, proving to be a shocker loss for the BJP.

Political Marketing Campaigns – Must be Long term focussed

Election manifestos form a key component in campaigns and it is very critical. Thus realistic goals must be set and communicated effectively. Any misquotation or miscommunication may lead to long-lasting bad impressions, if no fulfilment of those goals is attained in the future, in the eventuality of a win for the concerned party. This is the only way political parties can ensure that political marketing campaigns are more about the people of this country and their welfare and not just a mere vote and an election victory.

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Marque - The Marketing Club IIM Rohtak

“A brand strategy can enable, sometimes crucially, the potential of an innovation to be realised. There are times when you literally need to brand it or lose it.�

David Aaker

Vice Chairman of Prophet consults 7

Marque - The Marketing Club IIM Rohtak

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Marque - The Marketing Club IIM Rohtak

THE NEW

GAME

ByAnjali Masters Bennett University, Noida

Your Dharamshala trip is com-

ing up. You and your friend need warm clothes and decide to go shopping. You find a few warm sweaters and jackets that you both like. The only catch here is: You are in Mumbai and your friend is in Hyderabad. And neither of you is anywhere near a retail store selling winter clothes.

Virtual Reality and its close cousin, Augmented Reality have revolutionized the way people shop. You and your friend can try on clothes without visiting the store actually. Virtual Reality and Augmented Reality have immense ability to personalize experiences and upgrade the consumer expe-

IN TOWN rience, thereby eliminating the customer pain points. Consumers can virtually engage with retailers in the comfort of their homes.

The forecast for worldwide expenditure in the AR/VR market indicates that it is to increase by 100% and even more each year in the next four years. The total spending on AR/VR products and services is expected to soar from $11.4 billion in 2017 to nearly $215 billion 2021, achieving a compound annual growth rate (CAGR) of 113.2% along the way.

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Marque - The Marketing Club IIM Rohtak

Where it All Began

Gaming industry exploited the opportunity first. Now marketers are looking to tap this platform and reach to consumers in a brand-new way. Print advertising is slowly becoming a thing of the past. Consumers are becoming inclined to experiences and efforts are being made to attract audience’s attention while making them interactive with their advertisements. Virtual Reality ads can help consumers immerse themselves in it, just like the Korean Company, Innisfree allows customers take a VR bicycle ride. This is a step ahead for marketers and brands who are looking to foray in Virtual Reality.

AR & VR in India

Back home, in India, AR and VR market is projected to register a CAGR of 55.3% in the years between 2016-2021. Increase in the adoption of AR and VR based products like head-display and head-mounted display etc are driving the growth in India’s AR and VR Market. Many consumer electronics applications have been on the rise and have picked up in the AR and VR Market. Gaming Industry especially is touted to cross US$ 792 million in value terms by 2021.

In India, AR and VR are picking up in the start-up space. In 2015, defense industry was the largest

end-user of AR & VR products by increasing use of the head-mounted display for training purpose, and of head-up displays for displaying information such as aircraft speed, altitude, horizon line, etc. An increase in the defense budget of the country is expected to further boost adoption of AR & VR based products over the next five years.

Imagine, an AR and VR based technology startup has developed an AR Simulator – ShootAR, which is being used by the Indian Army and LivAR for doctors who perform open liver surgeries. The Indian Market seems to be picking its pace in this segment.

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Marque - The Marketing Club IIM Rohtak

Real Estate AR and VR are the poised game-changers in the Real Estate Sector. A walkthrough of the site through Virtual Reality can attract potential clientele and save on costs of the brick and mortar demonstration of the housing site. Tours of planned real-estate developments can also bring in potential buyers. Hotel Marriot is offering to show its rooms/suites to people who are interested in booking rooms with them. It’s effect on Marketing – referrals sent out by a bunch of happy customers to their contacts.

Travelling

While most of us share a common love for traveling, many do not get the opportunity to do so. If you want to see how it looks like inside the Eiffel Tower in Paris, Virtual Reality effortlessly transports you to that exotic location and makes you experience the culture and places to visit.

Everyday Shopping Experience

Your shopping experience is about to change in a big way. While you go grocery shopping, Augmented Reality can aid your shopping experience by using GPS navigation that can get you the product that you are looking for. Augmented Reality is easy to access through smartphones/tablets and this can be mounted on your shopping cart to relieve you of the pain of actually searching for the product.

Automotive

Want to buy the car of your dreams? Automotive companies like Ford assist you in buying that Mustang you were eyeing for a long time. The Virtual Ford Mustang App brings reality to life on your smartphone by creating a life-like image of the car along with a look into its features, configuration and even as much as hearing the noise of the engine.

Augmented Reality works in this space of providing an experience of transporting you to a desired location where you can even test drive the car.

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Marque - The Marketing Club IIM Rohtak

Healthcare

The healthcare segment isn’t far behind in adopting this new technology. Patients can use Augmented Reality to view how a drug works in their body. It can also show future medical conditions of your body under a prolonged unhealthy lifestyle. Pharmaceutical companies can provide treatments for this by utilizing this technology.

Entertainment Popular TV Show like Game of Thrones, through Virtual Reality, created a multi-sensory traveling exhibition wherein people could feel the experience of climbing The Wall, another way of immersing viewers.

“Every reality was once a dream. So was Virtual Reality and Augmented reality. The future of technology is here. Reality is no more the game in town!”

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Marque - The Marketing Club IIM Rohtak

NEWSJACKING

NEW-AGE MARKETING REVOLUTION? Newsjacking is the way of pig-

ByArko Das MDI, Murshidabad

Newsjacking was boosted by the era of digital media. Real-time gybacking on the breaking news news updates have helped the of the day and aligning the brand observant marketers and public with the event, either with educarelations teams put in their creation or with humor, to get instant tivity, sense of humor and witticoverage and brand exposure. ness together to gain the edge over Coined by Mr. David Meerman competitors. Mr. Scott highlighted Scott, Newsjacking is a unique in his book “In a 24/7/365, secapproach of making the brand reond-by-second news environment, latable to consumers even though savvy operators realize there are the news might be totally unrelated new ways to generate media attento the brand. Thus, newsjacking tion”. requires a team of incredibly crea- In the present era, when markettive individuals who could quickly ing and branding are moving away react to use the story in their favor from traditional approaches of before any other brand could, and using print or visual media and gain a competitive advantage as accepting inbound approaches a result. Popularity of the term along with social media targeting, ‘newsjacking’ boomed recently newsjacking plays an attractive after Mr. David Meerman Scott role. Marketing is at a creative released his book in 2011, “Newsturn, where one needs sharpness jacking: How to Inject Your Ideas and quick-thinking to tap into the Into a Breaking News Story and potential of newsjacking.

Generate Tons of Media Coverage”.

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Marque - The Marketing Club IIM Rohtak “Newsjacking is considered to be a brilliant marketing strategy due to the fact that marketers do not need to create additional or forced buzz for their brand. It helps them use the automatically created buzz and subtly (or not so subtly) place their brand in the mix. Also, it saves immense cost and time for the organization as it essentially requires no additional penny. It needs lesser time to implement than other inbound or non-traditional approaches. Just keeping oneself updated on the real-time news would provide huge returns at minimal effort.”

During the 2014 FIFA World Cup, Listerine used the incident of Uruguayan Luis Suárez biting Giorgio Chiellini of Italy to showcase their marketing brilliance. The tweet from Listerine – “We recommend a good swish after grabbing a bite of Italian”, though criticized from some fronts, is often seen as one of the best examples of newsjacking.

Snickers also used this incident to upload a cheeky picture stating “More satisfying than Italian”.

Another champion newsjacking basing all their advertisements from current events has been Amul.

Any significant event has always found a mention in their advertisements. For example, Amul came up with this ad when Sundar Pichai became the CEO of Google.

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Marque - The Marketing Club IIM Rohtak

Another marketing genius by Amul during the fight between traditional and app-based cabs in India.

Oreo has famously become one of the poster boys of newsjacking by making light of the blackout at the Super Bowl in 2013.

But newsjacking comes with its fair share of risks. Time and again, brands have used it in relation to a tragic news and the strategy backfired. Steering clear of controversial situations is the safest policy an organization can follow, yet, to get that extra edge, some marketers have used unfortunate circumsta nces as their target. This has destroyed their brand goodwill to a great extent.

When Sears newsjacked Hurricane Sandy, it resulted in one of the most tasteless uses of the approach.

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Marque - The Marketing Club IIM Rohtak

But then, Sears was not the only unfortunate brand. The tweet from Urban Outfitters was a more insipid attempt.

In 2011, Kenneth Cole tried to use the unrest in Egypt to promote their brand. Their tweet received flak from every corner of the world.

As a result, Cole had to issue a public apology.

Newsjacking can be a vital strength of a brand’s promotional strategy or damage the brand, based on how is it used. Though it requires minimum costs, it needs constant monitoring to avoid irrelevant and controversial posts.

Whether newsjacking can be used as a long-term approach in brand building is debatable. But it surely is one of the best non-push

marketing ways to strengthen the brand positioning in the minds of the consumers. It is almost like talking the language of the consumers and is a great way to be a part of the day-to-day conversations of consumers.

With situations being created every moment in today’s world, future of newsjacking practice

seems bright enough. Newsjacking has zero side effects if marketers use their common sense in choosing the apt situations to target. As organizations are increasingly accepting practices of newsjacking, it is time for remaining agencies to follow suit and help usher in a new and more exciting age in the marketing development journey.

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Marque - The Marketing Club IIM Rohtak

RED BULL: MARKETING GIVES YOU WINGS! ByNikhil Singh NMIMS, Mumbai

With a sales figure of more than

And how higher up would you even go from the Stratosphere?

62 Billion can in over 170 counRed Bull’s been there, done that tries, one might think Red Bull has too. With their out-of-the-world reached the peak. But, no. Concampaign – “Stratos” which tentment is a mirage – one never involved a choreographed space quite reaches Pareto optimality dive mission from the ‘edge of with their choices and consumpspace,’ Red Bull with one move tion patterns. One is seldom gripped the entire world in sheer satisfied with what they are and collective awe and excitement. The what they have. Aspirations for a campaign went down the annals of higher ideal wield a great deal of marketing campaigning history as power in any consumer’s mind, one of the most daring initiatives and Red Bull is one of the most of all times, while subtly (one may recognizable brands that top the choose to disagree) hinting at the list of companies that have sucbrand’s core proposition of imcessfully played with this inherent parting wings to it users. desire of users to go bigger, larger, and higher.

19

Marque - The Marketing Club IIM Rohtak

Red Bull is everywhere. It has a worldwide brand recall fueled by its associations with events. Time and again, the brand has joined hands with the some of the world’s most edgy and spunky ventures.

Be it Moto GP Racing, or Go-Karting, or even something more glocal like Street Style B-Boying or even a Dahi Handi event, Red Bull has managed to keep the brand’s raw nerve pulsating among its core TG – who are generally construed as being open to new thrills, fierce, and competitive in their outlook.

Also, it doesn’t hurt that there are tons of athletes who swear by Red Bull.

So what if it alienates itself from the masses? The brand’s uniqueness lies in being a market niche wherein it has consciously stayed away from catering to the lowest common denominator.

Red Bull has taken yet another generic product which serves the same functional utility as water, coke, or any other potable liquid per se at its core. Or has it? Strictly speaking, No! One of Red Bull’s

biggest USP lies in its product configuration. It balances the tightrope between being a fun energy drink and also a provider of some serious physical prowess.

promised an elevated way of living for its consumers – a Red Bull drinker’s aura is unparalleled. You are promoted to a secret cult club of sorts if you are Red Bull loyalist.

And all that others around you When does one drink Red Bull? do is gape and wonder – what is Well, when you’re on the road, it that makes paying a bomb for a attending lectures, at study sescan, settling for an acquired taste, sions, at work, while you’re playing and drinking an energy drink on a sports or video games, or when daily basis – worth it? you’re going out: be it day or night.

Literally, every occasion is an ocAnd the final blow comes from casion to drink Red Bull and that the communication. Maybe you is what the brand communicates. are worth it or maybe you are not.

Too bad if you ain’t part of that Another way Red Bull has elevated elite cult – you remain estranged itself amongst the myriad is the from the new world order that source of water used: The Alps!

Red Bull promises. There’s a whole The Water used is fresh Alpine 360° metamorphosis of a simple Water of highest quality, which commodity that has been brought comes from springs nearby the about by Red Bull – almost akin to production sites in Austria and an act of magic – one that fools us, Switzerland. This region, the Alps, one that sways us, one that makes is known as one of the world’s big- us believe in deception. And gest fresh water reservoirs. Hence, what’s worthy of appreciation here to ensure consistency of the upis that we know it all, understand most premium quality around the it all and yet love to see the saga of world, Red Bull is produced in the deception playing out.

Austrian and Swiss Alps.

The brand has gone way beyond its proposed utility offering and

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Marque - The Marketing Club IIM Rohtak

#BuzzFeed Xiaomi India has appointed Lowe Lintas Bangalore to handle the creative mandate for the brand. Xiaomi, which is based on the vision of ‘innovation for everyone’. Xiaomi entered India in 2014 and in just 3 years of its launch in the country, it became the fastest brand to cross the 25 million mark (sales).

Lowe Lintas has bagged the account on the back of informal evaluations Xiaomi has done of multiple agencies to identify its communications partner.

With presence in over 30 countries and regions, Xiaomi is expanding its footprint across the world to become a global brand and this partnership is expected to reap great fruits for both the firms.

“Quit Smoking”- Tobacco company

It seems quite unusual when a company launches a campaign that is counterintuitive for a firm but yes it is happening Philip Morris International has launched a campaign declaring its New Year’s resolution to “give up cigarettes”. In addition to it the company also plan to launch ‘Smoke Free Future’ website and campaign to aware people about alternatives of cigarettes. The company is still in cigarette making business but has claimed to invest the profits in R&D of alternatives. However, the timeline to exit the business is not yet decided. The company plans to go bigger on this and make the campaign much more significant.

Zomato’s Campaign stirs a social media storm Oonchi Hai Building? Lift Teri Band Hai? MC.BC. (mac n’ cheese, butter chicken), Bol Baby Bol, Malai Tikka Roll! are some of the lines used by Zomato as a part of an outdoor campaign by Zomato. With witty messages and a clever take on pop culture, the campaign is creating a lot of buzz especially on the social media. The thought process behind the campaign was to leverage outdoor media to catch attention, deliver the key message around online ordering, and create a recall.

However, not everyone was bowled over by Zomato’s campaign, as several found the hoardings with the MC. BC. as offensive. Zomato faced a lot of flak for this insensitive creative. Offensive or not, the campaign is grabbing eye balls left, right, and centre.

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Marque - The Marketing Club IIM Rohtak Can Pizza Hut become the Amazon of pies?

As Jeff Bezos said “The best customer service is when the customer doesn’t need to call you or contact you, it always works”, so building agile and proprietary technology that can reduce the effort of order building and real-time tracking can act as a disruption for Pizza Hut one of the largest pizza selling chains in the world. But having such features entitles for some added responsibilities and extra care of the brand image. This will help the customer track their order from preparation till delivery, and in case of some mismatch a penalty can be levied, as the famous actor Paresh Rawal sang in an advertisement for their competitor “Pizza Aaye Free”.

The Bold v/s The Bald Advertising is a tricky business. Sometimes, even the months of brainstorming and testing that goes behind the production of a 30 second commercial fail to predict its reception in the external environment. The recent Government ban on condom advertisements in primetime television (the flawed and hypocritical logic behind which has been well-documented) is an example for the same. In India, Fair and Lovely, L’Oréal, P&G, Dabur, Bajaj Auto, Kent RO, Amul Ice-cream, and many, many others have had their ads banned for reasons ranging from ’misleading’ and ‘inaccurate’, to ‘racist’ and ‘insensitive’, some, rightly so. The Consumer Complaints Council (CCC) of the Advertising Standards Council of India (ASCI) has banned as many as 200 advertisements out of the 319 complaints it received across segments during October 2017. But with a shift in the Indian sensibilities from rigidly conservative to one that is more open to debate and change, Indian brands have started addressing taboo topics like religion, homosexuality, menstruation, remarriage, political corruption, and violence, in their advertisements. In this transformational environment in the advertising space, the winning strategy will be one that dances along that fine line between marketing to the bold and beautiful 25-year-old, while not offending the bald and powerful 50-year-old.

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Marque - The Marketing Club IIM Rohtak

Marque – The Marketing Club Indian Institute of Management Rohtak marketingclub@iimrohtak.ac.in

Disclaimer: The views and opinions expressed in this magazine are those of the author and do not necessarily reflect the opinion of the stakeholders of IIM Rohtak.

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