Contents From the Editors’ Desk .............................................................................................2 C For Cause……………………………………………………………….………………………………………….3 It Helps To Help…………………………………………………………………………………………………....5 Cause Marketing Will Not Kill.……………………………………………………………………………...7 Mark-e-feed: Indigo— Wings of Steel.……………………………………………………….……….. 9 Data Analytics: the Game Changer for Today’s MBA……………………………………………11 Marketing World Cup 2013…………..……………………….…………………………………….......13 Our Other Events………………………………………………………………………………………………..15 Our Sponsors …..…………………………………………………………………………………………..…… 17 Mark-toon ………………………………………………………………………………………………………….18
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Dear Readers, Greetings from Club MarkUp, the marketing club of IMT Ghaziabad!! We are proud to present the XVIth edition of Markezine with the theme “Cause Marketing and its impact”. The launch of the XVIth edition of Markezine also comes at the time of the successful conclusion of Club Markup’s grand event Marketing World Cup 2013. This year MWC saw expectations surpassed at every stage, be it the prize money, the Guest Speakers invited or the problems presented as case studies to the participants and even in the number of registrations we were able to get. You may read more about the event in our magazine. As we approach the conclusion of 2013, we saw and expected the brand managers and marketers to adopt new trends in Marketing and implement state of the art digital marketing techniques and analytics. But what many have failed to see is that they are still trying to leverage Causes and Events to promote their brands. Innumerable examples may be quoted, where marketers raise causes of children’s education, welfare of poorer sections to anti-obesity campaigns along with sales of their products and leveraged past or current events. The motive of such campaigns may have shifted from corporate donations to being in sync with their business objectives, but as major FMCG’s have shown leads to exponential increase in sales!
From The Editors’ Desk Raunak Sancheti Shyam Suresh
Thanks and regards,
2nd year,
Raunak Sancheti
PGDM (Marketing)
Disclaimer: The views and opinions published in this magazine herein are those of the authors and Club MarkUp bears no responsibility for the same.
Credits Co-editor: Akrish Sharma Design Team: Harshit Sharma, Vaibhav Kango Content: Satyen Chopra, Asim Goyal, Niharika Arora Write to us markup.imt@gmail.com
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C for Cause
If Needs were the Cause of Marketing, the time has come when Causes are the Need of the hour for Marketers! Yes, Cause Marketing is the new highway to reach the customer and mind you, the marketer owns both sides of the highway. When ‘Sustainability’ has become a watchword for companies and annual reports are splashed left, right and centre with ‘sustainability initiatives’, it is only natural that companies embrace the advantages of Cause Marketing. To put things in perspective, Cause Marketing (CM) is any marketing initiative that has a social or charitable dimension to it- something which clubs the profit making motive of a company with a noble cause. The motives behind a CM campaign could be many- increasing sales, gaining customer loyalty, retaining top talent, increasing employee morale and productivity etc. - but they all have one common end, that is to provide social value. A typical CM campaign by a company has a theme that impacts a section of people (who will no doubt be a target segment of the company). The effectiveness of the campaign will be determined, among others, by how well the theme is embraced by the campaign, the gravity of the theme
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Manoj Kumar J PGDM, Institute of Management Technology, Ghaziabad
and how relevant is it to the values and mission of the company. If the campaign lacks earnestness and is done as an extension of the company’s CSR initiative, it will turn out to be just another advertising campaign- chances are that it may even turn out to be a disastrous campaign. Some companies have used CM to the best use and gained from it whereas others have ended up spending precious bucks in creating campaigns that of no avail. There has been no dearth of Cause Marketing initiatives in India. Every day lot of small scale CM initiatives happen across the country; company sponsored awareness rallies, road shows, blood donation campaigns to name a few. On the other hand pan-India mega CM campaigns are also
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found in good numbers. Coca-Cola’s initiative to connect people from India and Pakistan by way of vending machines is a crafty way of ‘marketing’ piggybacking on a populist ‘cause’. Even Google could not think of a more powerful cause to appeal to the subcontinent users other than that of India-Pakistan relations! Cause Marketing initiatives are but fail proof. A very recent example is that of the Lifebuoy “Help a child reach 5” and the All Out “Fight Dengue for Payal” initiatives. Lifebuoy’s initiative is to spread awareness about washing hands before every meal and every time after using the toilet (a follow up to the famous Kumbh Mela Roti initiative). The cause of preventing child mortality owing to diarrhea is well presented by using Gondappa, a typical rustic Indian father fulfilling a vow. Apart from having a clever multi segment appeal (Gondappa being a typical Kannada name, a Tamil song playing in the background and featuring Hindi dialogues!), the 195 Second video sports a powerful message and an emotional deliverance. The emphasis is not on using Lifebuoy but on preventing Diarrhea. The video urges consumers to donate for the cause and does not ask them to buy the product; the company also promises to put in an equivalent amount the consumer donates. This is an indirect but effective way to position Lifebuoy as the “cleanliness” soap in the minds of the consumers.
effectiveness is out there for all to see; weigh the 16 Million plus views of the Lifebuoy video against the few hundred views of the All Out initiative! The lesson to be learnt is that the marketing initiative should be backed by a genuine cause fortified by a convincing message and a well directed campaign in order for it to make the cut. Finally, what more can be a boon for such campaigns than the social media? Cause + Social Media + Marketing is a deadly combination for the modern day marketer and a Cause for Joy for companies! It’s a deadly combination if used properly; if not it will only be deadly; just like Dengue! Reference: 1. Cause for Concern, Results Oriented Cause Marketing, Stephen M. Alder, Thomson/SouthWestern, 2006
The “All Out” video on the other hand does not tell the viewers how they can help. It lacks conviction and the emotional connect that Lifebuoy’s initiative has; in short it appears half-cooked. The
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“IT HELPS TO HELP”
The world today has become really competitive. But it is also full of opportunities for those who dare to think out of the box. In context of pure marketing, it is anyone’s game today. The consumer is more aware as well as he is flexible. He is also considerate about his environment, society and mankind at large. This is a very evident trend and it would be foolish on any marketer’s part to not exploit this new customer. The concept of ‘cause marketing’ was first applied in 1976 when a huge corporation joined hands with a pure not-for-profit concern and pooled their resources to serve mutual benefits. It’s a win -win as one gets exponential publicity at just a fraction of the cost and a good cause gets promoted with a wider reach and visibility. Marketing budgets are way bigger than CSR budgets. Organisations like Tata Global Beverages have been employing ‘cause related marketing’ since years now with their ‘Jaago Re’ campaign addressing many social issues and also creating a socially proactive image for their brand. According to the Cone Millennial Cause Study in 2006, 89% of Americans (aged 13 to 25) would switch from one brand to another brand of a comparable product (and price) if the latter brand was associated with a "good cause". It makes eminent sense in positioning your brand with a socially active image. Marketers have also been leveraging the buzz created by events or happenings that hold a certain relevance to the customers. A recent example would be the famous Sachin Tendulkar’s depar-
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Himanshu Arora PGDM, Institute of Management Technology, Ghaziabad ture from the cricketing world that left marketers and advertisers losing their sleep, ordering takeouts and spending long sessions creating storyboards. The buzz saw names like Adidas riding on the back of the famous cricketer-cum-celebrity and e-bay auctioning coaching sessions with the man himself for the proceeds to be contributed towards an NGO Apnalaya. Such marketing efforts are well applauded by industry and consumers alike. There are many causes that have been taken up in form of full campaigns, for example in 2005-2007 the American Red Cross Bay Area Chapter and its partner The Pacific Gas & Electric Company undertook the most comprehensive earthquake and emergency preparedness campaign ever launched by a nongovernmental organization. The campaign surpassed its targets by raising over $1.25 million, generating over $3 million in free media coverage and most important of all, it got more than 10,00,000 people trained during the course of the campaign. The objectives were truly to make everyone win and thus it’s a true ‘glowing’ business alliance between the two entities as pointed out by Bruce Burtch, the man behind the campaign. India today is ripe for such campaigns to take place and marketers are entrusted with a kind of
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lier. One such cause is the deprivation of households in Bihar from having a clean and functioning toilet. It’s a major issue in the region and is a speed block for development apart from being an instigator of unhealthy sanitary conditions and diseases for people living there. There are organizations like PSI India that are currently working in tie-ups with NGO’s to raise up this issue, create awareness and also to deliver integrated solutions for the households that do want to construct a toilet in their house. For example the ‘Saadhan Toilet Centres’ that are a one stop destination for all the ingredients needed to build a toilet in one’s home.
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Whether it be cause marketing or event related marketing, the buzz that comes with it is exhilarating and thus it becomes the responsibility of the ones creating and orchestrating this buzz to serve common benefits via the whole process. Take for example the recent ‘Drink and Get Driven’ campaign which involved placing a man dressed as ‘Yamraaj’, the ‘God of death’, seated inside the cars being brought by the valets to people leaving the pub. Or the ‘Project Sunlight’ initiative being rolled out by Unilever. It’s the intention and objective that wins your brand brownie points.
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CAUSE MARKETING WILL NOT KILL!!!
Checking electronic mails is one of those mundane activities which have become an inseparable part of our daily life. On one such Friday evening after attending all my lectures I opened my laptop and logged-in on to my mail account to check for new mails. The subject of the very first mail which flashed on the screen read “call for articles, theme: Cause-Marketing”. Being a marketing student I had heard of B2B marketing, B2C marketing, affinity marketing, ambush marketing, guerrilla marketing and various other kinds marketing but Cause-Marketing was a term which I was hearing for the first time. This infused a curiosity in me which resulted in this piece of writing. Cause-Marketing is a profit making initiative wherein a company attaches itself to a social or environmental issue so as to raise awareness, money and consumer engagement for the issue. According to a Cone Cause Evolution Survey, the number of consumers who are ready to switch from one brand to another if the other is associated with a good cause has climbed up to 87%. Cause marketing has three core components:
A product or a service that is bought or sold
Partnership between the profit making firm and a non-profit making firm
A profit generation plan
Let’s take a few examples to illustrate this better. According to a study in 2003, the cost to train a firefighter in US was roughly about $4500. TUMS
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Ayush Sahay PGDM, Institute of Management Technology, Ghaziabad
an antacid manufactured by GlaxoSmithKline in St. Louis, Missouri, USA launched a marketing campaign with a slogan which said “TUMS puts out more fire than you think”. TUMS partnered with First Responder Institute and donated them 10 cents for every bottle sold. Through this campaign TUMS donated $238000 to First Responder Institute, which in turn funded 60 fire departments across USA. This exercise increased the sales of TUMS by 16% that year. Recently Coca-Cola used Cause-Marketing very intelligently in Philippines. This was a classic case of “conspicuous by one’s absence”. Coca-Cola suspended its entire brand campaign activities in Philippines and decided to direct that money towards typhoon Haiyan relief aid. Apart from this Coca-Cola has also donated an amount of $2.5 million in cash and kind. This stance of Coca-Cola elicited a tremendous emotional reaction among the consumers, like any great add would have done. There were tons of other companies like IKEA, DHL, and Toyota etc. which were also involved in the relief activities but the kind of attention that Coca-Cola garnered was unrivalled. This is one of those campaigns which could be used as
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case study in Business schools around the world. However, Cause-Marketing, just like everything else in life, has a flip side. Recent research conducted in University of Michigan’s Ross School of business on Cause-Marketing has brought forth some interesting findings. This report states that if two consumers prefer to buy same product at same price, but one consumer buys the product because of cause marketing, his charitable giving will be lower than the other one. This simply means that when a consumer buys a product because of Cause-Marketing he actually spends less on charity than he actually thinks. Most of the times, these consumers have little idea about the amount they are actually contributing in charity.
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They invariable think of their Cause-Marketing expenditure as their charitable giving. Since these purchases make a consumer feel that they have already made their share of contribution for the cause, they spend very little on direct donations. Though Cause-Marketing has its pluses and minuses, it is an interesting concept. Purists might not approve of this kind of marketing, but there are very few things that they approve of. If you were to ask for my opinion, I would say we tolerate a lot more nauseating things than this. Embracing this will definitely not kill us, and as the great Joker once said “whatever doesn’t kill you.. Simply makes you a stranger”.
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Mark-e-feed: Indigo: Wings of Steel
It is the time when the major airline carriers are
Saurabh Jain
bleeding; Indigo has outperformed its competitors in every sense. Indigo recorded a profit after tax of Rs 787 crore — an increase of over 500 per cent over the previous year — in March 2013. The airline’s gross profit was Rs 993 crore, a whopping 1,400 per cent increase over the Rs 64-crore recorded in FY12. This is despite the fact that fuel prices went up by about 13 per cent and the rupee weakened against the dollar by about seven per cent. The time when most of the businesses are down due to a weakened economy and the beating of rupee, Indigo Airlines had set an example for others to follow.
PGDM,
If we look at the STP analysis of the airlines, it goes like this: Segmentation: Cost Conscious Passengers Targeting: Lower Middle Class – Middle Upper Class Positioning: No Frills Low Cost Air Travel Indigo had to counter all the external forces to emerge as the No.1 in its segment. Indigo fol-
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Goa Institute of Management, Goa
lowed an Overall Cost Leadership approach to deliver value to its customer keeping the overall cost low. It identified the processes where it could cut its cost and improved its turnaround cost to less than 30 minutes. This helped it to differentiate itself from others who took “On Time Service” not too seriously and did not pay utmost attention to on time performance. Indigo’s success can be attributed to its singleminded focus on Service – unquestionably, this is the key strength of its brand. Indigo is also known as the Southwest of India due to the high similarity in the operating style of both the carriers. The airline concentrated on the basics — on-time performance, neat and clean aircraft and good onboard service.. Indigo’s business plan is the
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as that of Southwest Airlines in the US. Southwest operates only Boeing 737s. Each airline has its own training, safety and flying techniques. The staff has to be instructed in all of these which make it difficult to reschedule in turn. That's the key point - flexibility. By making sure that their staff and planes are uniform - Indigo and Southwest made their fleets more flexible for restructuring and rescheduling. The staff can be arranged in a matter of hours for a last minute reschedule. Some of the features which truly differentiates (POD) its offering from the competitors are On Time Service: One of the high points about indigo is its diligence to on time arrival. The pilots usually announce the flight status twice or thrice in mid-air to highlight its importance for Indigo. Single Class Service: They chose to go ahead with the single class to tap the market for middle class frequent flyers and bringing business people on board through its on time service. Low-Cost, Not Low-Quality: Indigo is a low cost airline but the moment you get into the aircraft doesn’t feel like a low quality aircraft like Air India or SpiceJet. Costing Model: It sells and leases back its planes, sparing its balance sheet and allowing itself to maintain a young fleet. Advertising: They are able to capture the mind of the consumers through their advertisements inside aircrafts and national dailies. They are able to create a brand equity and stature through their positive attitude, quality of service and convenience to the customers.
However Indigo needs to be careful not to play too much with its brand equity and its professional business model in the way that Jet Airways has. We don’t need another Jetlite, Jetconnect, Jet-the -third! It will succeed by remaining dedicated to, and focused on delivering its promise of dependability and on time service. It already enjoys high levels of word-of-mouth recommendation—the best kind of unpaid communications a company could ask for and the one that matters most. Like many people, I trust my friend’s recommendation over a glossy ad any day. Way to go Indigo! Keep us recommending you.
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Data Analytics- The Game Changer for Today’s MBAs
The data revolution is upon us and is changing the face of business. More and more organizations in both traditional and non traditional sectors are getting serious about leveraging their data to make better business decisions. These organizations not only need data scientists to effectively manage and analyze the data at hand, but they also need managers that can understand, interpret and act on this data. In fact, today’s generation of successful business leaders are those that inculcate a data driven culture within their organizations. They use their combined data science and management skills to make better decisions that give their businesses that crucial competitive advantage. As such, though global employers today are still hiring MBAs with gusto, they are now doing so with an added selection criterion. Today companies expect their new recruits to demonstrate and prove their data analysis skills during the recruitment process itself. The candidate that can show that they have the experience or skills to analyze, manage and make use of the data at hand is increasingly the one that is selected. Data science essentially requires a strong grounding in mathematics; a familiarity with pro11 11
Sanchita Lobo Writer & Blogger, Jigsaw Academy
gramming languages; a working knowledge of analytical modeling; and some area content knowledge. Top business schools world over have realized that the game is changing and that they need to align their curriculum to include these data science topics. However as this is such a new field many business schools are realizing that the best way to build their data science courses or programs is to partner with organizations and individuals that are native to data science and who can bring practical, real skills into the classroom. The best data science business programs out there are those that have built strong partnerships with companies in the data analytics industry. These institutes are able to tap the knowledge of data science experts and bring them into the classroom to speak of their experiences and to teach their students about the real world applications of data analytics.
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Students from these institutes are increasingly opting to pair a concentration in analytics with that of their chosen functional area. But what about those students whose business school does not offer this option? How can they ensure that they can gain some analytics skills by the time they graduate so that they are not at a disadvantage in the MBA job market? Well luckily there are several distance and online programs and training courses today that offer cutting edge data analytics training. For those of who would like to investigate this further a good
source of information would be Analytics India Magazine’s list of Top 9 Analytics Training Institutes in India and Sulekha’s list of Top 10 Analytics Training Institutes In India. You will find that Jigsaw Academy has continuously been rated as one of the best analytics training institutes. We offer world class content designed and delivered by analytics experts from across the globe. Our online module offers flexibility to suit every schedule. Get in touch with us at info@jigsawacademy.com for more information. Become data savvy. You don’t want to get left behind!
“Everybody finds it difficult to stay away from chocolate. We de-
cided to name the next version of Android after one of our favorite chocolate treats, Kitkat!” This is what developers at Google have to say about their advanced version of operating system Android. This edition of Markezine brings to you an opportunity to present your views on the ANDROID KITKAT tie-up. Just write to us in 5 points as to why you feel this tie up will work or why it will not. And the best two articles write-ups stand a chance to win gift vouchers worth Rs.4000 each from jigsaw academy. Hurry Up!!! Send in your articles to markup.imtg@gmail.com
For more details about a career in analytics: P: +91-92435 22277; +91-9008017000 Website: www.jigsawacademy.com Blog: www.analyticstraining.com
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MARKETING WORLD CUP 2013 Our Flagship Event
The Marketing World Cup is a marketing extravaganza orchestrated by MarkUp - the official marketing club of IMT Ghaziabad. Held annually, this event brings together brilliant minds from some of the top B-Schools of India like the IIM's, IIT's, FMS, MDI, MICA, NITIE, SIBM, XLRI, IIFT and several others. Club MarkUp endeavors to provide a platform for students to showcase their marketing acumen as well as provide an opportunity for industry interaction through MWC. Marketing World Cup’13 saw participation from more than 170 teams from colleges like IIMs, FMS, MDI, NMIMS, XIMB, NITIE and many more. Each team, comprising 3-8 members participated in the 2-day event vying for the top spot, and to grab the coveted trophy, the Marketing World Cup. This year’s theme was based on the concept of ‘Retro Marketing’ used by various companies in their marketing campaigns. It was an attempt to insight emotions of the by13 14
gone era and reminisces the good old days. The teams ‘None Of The Above’ and ‘Battery Low’ both from IMT Ghaziabad, secured the winners trophy and the runners-up trophy, respectively.
Core Events: Eat.Pray.Live. – A challenge of marketing Gluten-free cereals as a new product in India. Rinse N Shine – The event challenged the participants to venture into an untapped industry and prepare a strategy for a Laundromat Service in the Indian Market.
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Hitch-me-not– A fun filled challenge based on the company Happily Unmarried’s products targeting the unmarried population. Rugs to Riches– This event looked at the business problems faced by the Kashmiri carpet industry. Masquerade– This event was a one of a kind online business simulation game. Apart from the 5 core events, an online event called Ad-O-Mania was also conducted. This event sought to promote online recharge website On the spot events were time trials for the participants as they got very little time to tackle the cases, which were released during the course of the 48-hour event. Social Samosa had the participating teams create a social media marketing strategy for a website. Needz – the store next door was a case study based on ‘Needz’ - the convenience store situated inside the IMT Ghaziabad campus. Alas, the 2 day marketing extravaganza ended with Line of Fire - 4, an event that emulates a press conference to test the PR skills of the teams. Due to the fact that this event happens in the amphi-theatre and is in an attractive format, this is one of the most popular events of Marketing World Cup. The corporate partners of this edition of MWC included Bombay Stock Exchange – Investor Protection Fund, NTPC, ONGC, Jigsaw Academy, Recharge Delight, CCD, Myntra, Happily Unmarried and many others.
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Our Other Events 1. The Eureka Effect On 21st November 2013, Club MarkUp conducted “THE EUREKA EFFECT!” – An interactive session with Ad Guru Prahlad Kakar. The mesmerizing evening saw the unveiling of the coveted trophy of Marketing World Cup 2013 by Prahlad Kakar. The session was fun-filled and very interactive at the same time where students relished Kakar’s candid and outspoken nature. The Ambassador of Buzz, Prahlad provided valuable insights about life, passion, entrepreneurship and advertising. He shared his personal experiences in the Advertising Industry and enlightened the students on Ads, Brands and creativity. The event was covered by prominent Media Houses like NDTV, Aaj Tak, etc. The session was a huge success and highly appreciated by the students, faculty and corporate .
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2. Ad-o-holic 8.0 Ad-o-holic 8.0, the annual Ad-fest organized by Club MarkUp was held on August 31st, this year. Ad-o-holic is a platform where budding advertisers are given an opportunity to compete against students from the top B-Schools in the Delhi/NCR region. This year’s theme, ‘Advertise to revitalize!’ saw the teams come up with Ad-Campaigns in order to rebrand the image of a company. In the first round, an online round, the teams were judged based on their creative skills and in the second round, selected teams were invited to IMT Ghaziabad campus to present their Advertising strategies. It did not take long for the judges to recognize the creativity and analytic skills of the teams. Innovation, imagination and ingenuity of the teams were duly recognized and the team ‘Pioneers’ from Fore School of Management, consisting of Sandal Kakkar, Himanshu Sagar and Vaibhav Aggarwal bagged the first place.
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Club MarkUp also actively collaborates with the corporate world to facilitate the initiation of various Short term Projects at IMT. Every year, the Club in collaboration with various companies, provides ‘Short Term Projects (STPs)’ to deserving students. This year Club MarkUp provided two STPs from companies like Café Coffee Day and Albero Technologies. Club Markup in association with Mercadeo Education also facilitated the launch of the Chartered Sales Force Analyst Program (CSFA), a one of its kind certification course for sales and marketing. The objective behind this course was to complement subjects like channel management, pricing, sales management etc. usually taught in an MBA program, by adding real life experiences making budding Sales and Marketing Managers more industry ready. Club MarkUp also has a strong network of Alumni, who guide and support its activities in every way possible.
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