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This page is dedicated to our beloved

Senior Mavericks

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mentor’s Message

Dear Readers, It gives me great pleasure to inform the esteemed readers that ‘Maverick’, part of Student Activities of IBS Hyderabad is launching the inaugural issue of their magazine, ‘Niche’. This magazine will cover all the relevant and contemporary topics useful for management students across the country which shall enlighten and broaden the scope of collaborative exchange of brilliant ideas and concepts of the generation next. I wish all the members associated with this venture at IBS Hyderabad and esteemed readers to collaborate continuously for mutual value creation. With best wishes,

G.K Srikanth

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Editor’s desk It has been a see-saw journey with creating Niche. There were moments when we felt that our idea to create a magazine was sinking in a deep abyss, but those moments were beautifully juxtaposed with incidents that brought us extreme exhilaration. We held onto the happy moments and the result is- the successful launch of our premier edition! While writing this, a thought struck me; could this will be the proudest moment for our club- Maverick and by extension, for me to launch our magazine on marketing & strategy. We wanted to come up with a magazine, a magazine that could be used as a yardstick, one that could represent IBS in other B schools. As such, we took scrupulous effort to ensure that every article in the magazine reflected eminence. Social media is the most effective communication tool today. Take for example the Gangnam style video. If it was not for social media, would there have been a Gangnam Style? Our magazine features articles underscoring the ubiquity of social media. Our corporate story will take you through the journey of Coca-Cola. The nitty gritty of the Apple versus Samsung case can be found in the cover story. There’s plenty more in the magazine which I will entrust the reader to explore! Michel Foucault, a renowned French philosopher established the power-knowledge nexus. I will not delve on what constitutes knowledge, but simply work with the premise that knowledge is the ultimate power. Be assured that you will gain some knowledge by reading Niche. I’ll take this opportunity to do the obvious and also the most important- thank everyone who’s contributed to Niche. The president of Maverick- Avanish Tiwari, deserves a special mention here for his perseverance. No points for guessing that this man has to be solely credited to instill the courage in us to undertake the gigantic task of launching Niche. We were acutely aware that we’re all capable, by putting together our expertise and delivering our magazine, we’ve only validated our belief! We dreamed to launch our magazine and today we’ve breathed our dream to life. So, here it is! I proudly present to you our marketing & strategy magazine, Niche! There’s never too much of knowledge. Keep feeding your mind with the newest developments in the world of Marketing. Enjoy reading!

Maverick Vidhi Choraria

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Contents articles articles

11 Impact of FDI Reforms Marketing 24 Virtual Reality 25 Small Business Branding Adversity not a reason to 26 Break

specials specials

Get your marketing priorities straight while embracing the inevitable change

9 Cover Story 15 Apple VS Samsung Customer Loyalty in Indian 19 Automobile Sector Corporate Story 28 Coca Cola regulars

22 Infographics 27 Marketing Lingos 32 Marketing Addictions 34 Maverick Events 36 Examinate Yourself


Marketing and Strategy

News-Sutra Microsoft & Google> Microsoft an-

Editorial Head Vidhi Choraria

Editorial Team Mahima Nigam Shikha Sharma Vrinda Manghani Ankit Bansal Amrita Bansal Priyanka Sethi Ankita Aurora

nounced Windows 8 and the Surface tablet with Windows RT at an event in New York. The product is targeted to compete with other tablets in the market like iPad, Kindle Fire HD, Galaxy Tablets starting at $499. Google followed with showcasing its new series of Nexus portfolio including 4 and 10 inch tablets and decreasing prices of Nexus 7 to $199.

Microsoft > The logo has two com-

ponents: the logotype and the symbol. The logotype is of Segoe font which is the same font used in their products as well as in marketing communications. The symbol’s squares of color are intended to express the company’s diverse portfolio of products. While some suggest it is to show the investors that it can reinvent itself to rise the flat lined stock prices since a decade

I & B Ministry> Manish Tiwari was

President Avanish Tiwari

Co-President Nirvik Mitter

Creative Head Aditya Agarwal

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announced the Minister of Information and Broadcasting (I&B Minister) on October 28. Ambika Soni resigned as I&B Minister on October 27, a day ahead of the Cabinet reshuffle. Tiwari is a Minister of Parliament from Ludhiana. He was the president of the Indian Youth Congress from 1998 to 2000. Currently, he is the spokesperson of the Congress party.

Disney> Disney announced on Tuesday that it is acquiring Lucasfilm LTD, including the Star Wars franchise, for $4.05 billion in stock and cash. This is Disney’s third major brand and studio acquisition in the last ten years. In 2006, the company acquired Pixar for $7.4 billion. In 2009, Disney acquired Marvel for $4 billion.


guest article

ght i a r t s s e i t i r g prio n i t e k r a m ge r n a h c e l Get you b a t i e inev h t g n i c a r b while em

A

ll over the world marketers face numerous critical challenges in their quest to connect with consumers and business buyers. But everywhere marketers are in risk of failing miserably. The reason is that marketers are too busy chasing the latest fad, and are unconcerned about fixing the basic foundational components of their marketing ecosystem. New is the new black New attracts most people. New is exciting, it is promising and brings new perspectives, new opportunities and new hope to do better.A significant proportion of the Indian population will soon embrace the new kids on the block, namely digital, social and mobile. Now many brands are busy making themselves available in these channels. Many brands will buy into the promised land allocating more and more budget to the new kids whilst decreasing spend and focus in traditional channels. Yet these new social media activities too often are seeded merely with a desire to join the band wagon – to not be left behind - rather than being seen as part of an overall engagement strategy. The results derived from these activities are often poor to non-existent. For example, we know that 95% of Facebook marketing activities aren’t working. That is, they aren’t delivering tangible value to the businesses that establish their Facebook presence. Yet marketers continuously pursue the option to “like” or “share” without any clear plan or purpose.

set to meet long and short-term business and marketing objectives. Sure marketing has become tremendously more complex than it was just 5-10 years ago. True, the change is constant. Admittedly, being a marketer today is quite the challenge. And, I think, that is what makes it so rewarding. But as a marketer, you still have to prove that you add real value to your business. In fact, I predict that newly graduated B-School students who desire a successful career in marketing and communications will be equipped with a strong emphasis on Return on Marketing Investment metrics. Something that most of today’s marketers aren’t equipped with. Old objectives still work And that is exactly why we need to understand what our priorities are. I don’t know about you, but last time I checked, my priorities as a marketer were driven by objectives for acquisition, retention, winback. Not by “objectives” for establishing a presence on Facebook, Twitter, YouTube. That is – in the words of a famous British author – “non-sense”. Now I am not an advocate for any particular channel of communication. I advocate only that brands should engage wherever their customers and prospects (potential customers) are. And the fact is they are everywhere. They are using a complex mix of channels – including both traditional and digital channels. At times your customers are more likely to engage through digital. Others times through traditional channels. The name of the game now is multi-channel engagement, not a play of singular channels.

Digital way is the new way

Odd set of priorities What strikes me as odd – in India and most other places – is that most marketers seem to be driven by the wrong set of priorities. Priorities in 2012 seem to be driven by a burning desire to be accepted amongst marketing peers, rather than establishing a focus and mind-

Getting the foundational basics right produce better results There is a serious disconnect going on as most marketers in India and elsewhere aren’t paying attention

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to the basics. It is sad. Because those that do manage to establish a strong marketing foundation, perform much, much better than those who don’t. As a matter of fact we know that a very strong marketing foundation is what sets the top 2% global marketers apart from the rest. Part of a modern day marketing basics is to research in order to fully understand your target market’s prefer

Follow him on

@michaelleander This article was written by Michael Leander, who is an international direct & digital marketing expert with a special affection towards India. With more than 20 years of marketing and business experience, he had a highly successful client side career managing IT Software and publishing companies. He became a professional speaker and trainer in 2008 and has since inspired, consulted and trained professionals in more than 40 countries.

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ences and peculiarities. Another part is to establish an integrated system to manage customer data and communication. These are just two areas that many brands neglect completely. But ask any top modern day marketer, and they’ll tell you; they owe a huge part of their success to having invested in these two areas. They are simply prerequisites for becoming a successful marketer in this day and age. Easy come, easy go and a cup of tea New channels of communication come and go. That won’t change. And new opportunities will arise with greater frequency than ever before. Most of these new possibilities will fail, a few will last. But the good old ways of understanding what the actual marketing objectives are and keeping focus on that and that alone, won’t. So if you are committed to marketing excellence, you must address your marketing basics first. Once you have your basics in place, that’s the time when you are ready to embrace change and leverage new channels of interaction and engagement. With that, I am going to go enjoy a nice cup of tea while I check emails, Facebook and Twitter on my smart-phone, listen to music from my tablet and read a good magazine on print. I really am a sucker for finding ways to combine the old and new.


Impact of FDI Reforms ...and there we took yet another ‘right’ turn! WORDS Ankit Bansal

T

he first turn to the right was in 1991 when we opened doors for the foreign investors, liberalizing the economy of the country. Knowing and understanding the importance of FDI, later in 1998 when there was a decline in the investment, the government then set up Foreign Investment Implementation Authority (FIIA), to provide a single point interface between the investors and the government machinery. We could quote the ruling party saying that the country would not be able to do without FDI. It had the opinion that the companies bring not only capital market with them, but better technology, new market practices and most importantly, employment. Well, the companies still do that. Prior to January 2006, FDI was not allowed in retail, although various brands had been operating in the country through Cash and Carry wholesale trading, Franchise Agreement and other methods. It was after that when the government allowed 51% FDI in single brand and the big players like Pizza hut, Nike, Adidas, Lacoste took over. This was another right turn. There have been many twists and turns in the decision of the government, but now we are just concerned about the turns with respect to FDI. Well, just a week back, some news hit the headline for few consecutive days. The rise in diesel price and the modification in FDI took all and sundry by surprise. It would have been yet another should-we-go-for-it moment for the government for it must have anticipated all the opposition after having faced a similar disapproval before in the month of March of 2008 when we went ahead and signed the US-India Civil Nuclear Agreement. The government took a bold step and allowed 100% FDI

in single brand and 51% in multi-brand, not to forget 49% in aviation. What about the rights of the common man? What about the farmers? Wal-Mart was a hit in China and Thailand, would it benefit us in a similar fashion? These are the questions that did crop up after the decision in response to which the Prime Minister delivered a message to all who were trying very hard not to place themselves in his shoes. To all the parties that would not back him up were told that the decision would be taken nevertheless. The government must have done its homework before making such decisions. What we are really concerned with at this moment is the lingering question of the impact of such a decision on the Indian market and the consumers. Precisely, the concern of the consumer should be kept in mind. It could be put in a way that the pros linked to the sanctioning of the unrestrained FDI far surpassed to the cons attached to it. While other countries like China and Thailand are concerned, they too faced a similar hurdle and met with incessant protest, which the people came to realise was a waste of time and effort given the kind of development and rise in employment and the country’s GDP it brought about. It also proved to be the most promising economic and political decision taken by their governments. The only need for a developing country to maintain its stature or improve is development. With the slashing of the GDP by S&P to 5.5% to RBI’s estimation of 6.5% puts further challenge in front of us. About 5-7 years back, our industries were expected to grow at a faster rate than it was moving. The credit would go to

A Walmart - Bharti Retail Shop

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Narrowing Gap

the lack of retails experience and our capabilities. With the invitation open to foreign investors, we would also welcome their expertise which could boost the overall growth of our industries. The concern about the small kirana stores running out of business has been the major factor trying to give FDI a negative impact. People have failed to realise that we, who have survived on customer service would be so keen and willing to give up the long term bond that we shared with those habits. We survive on credit system, home delivery services and personalized attention which we would not get from the multinationals. Also, the cost driven country would not go to the multinational store just to purchase a pack of juice but with a budget of a whole month. With the cut in the cost of goods, the procurement does seem to rise. Hence, there would be a surge in the private consumption which in turn would create more jobs. The farming industry has till date survived and adhered to the rule of 3Ps, Productivity, Productivity and Productivity. All we do is to make sure that the productivity is always on the rise. Sadly our productivity is one of the lowest in the world and now the door has finally opened to the foreign investors to help in the upliftment of output through investment in better farming practices. Hence, the overall benefit of the farmers has also been taken care of. In this fierce battle between the antagonist and the advocates of the unrestrained FDI, there has been a blatant and utter disregard of us, the consumers. One argument that needs everyone’s attention and needs to be considered while reflecting upon the captioned issue is the interest of the consumers at large with respect to the interest of the retailers. Hence, the timing of the government could not be better. Everything has been taken care of, the

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consumers, the retailers and the farmers and to place the cherry of employment on top of this beautifully decorated decision, I say, “good going.� And now when we take few more right turns, we would come back to where we started, only better.


From the Grid to the Crease… Red Bull Racing driver Mark Webber and Red Bull India athlete Gautam Gambhir face-off on a cricket pitch

T

he second edition of the Indian Grand Prix is here and Mark Webber from Red Bull Racing team is already experiencing the flavors of India. Webber took a crack at playing India’s favourite sport, cricket, with Red Bull athlete Gautam Gambhir at Noida International University, this afternoon. The two Red Bull athletes faced off on the cricket pitch and enjoyed a short spell of cricket. The game was an exciting fun-filled afternoon with Webber trying to outdo Gambhir, while Gambhir tried to show off his bowling skills as well. Webber said, “A trip to India is incomplete without the delicious food and a game of cricket. Cricket as a sport requires a lot of concentration and ability, especially under extreme conditions like you have here, and so does Formula One. As an athlete, I am always eager to try my hand at new sports and today’s experience made it worthwhile.” “It was a rare experience of playing cricket with a Formula One athlete, Mark Webber. I am looking forward to watch the Indian Grand Prix from the race circuit, this weekend, with Webber and Vettel battling it out on the track,” Gambhir commented.

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1994

‘Good artists copy, great artists steal.’ We have always been shameless about stealing great ideas - Steve Jobs on copying of Macintosh from Xerox PARC

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2011

Here’s something we invented. Don’t – don’t copy it. Don’t steal it. - Steve Jobs on Samsung Inertial Scrolling


Cover Story

vs

W

hen the technological titans get into a war, the echoes are heard beyond the walls of small courtroom of the federal court of California’s Silicon Valley. After a year of scorched-earth litigation, a jury of 9 persons ordered Samsung Electronics to pay $1.5 billion to Apple Inc. However, an appeal is expected. The patent lawyers were arguing over the 600 technical principles of a Mobile phone device. The South Korean conglomerate (Samsung) was founded in 1938 by a wealthy Korean, Lee Byung Chull as a small trading firm that dealt in groceries and produced its own noodles. But over the past 6-7 decades it has mutated into vast sprawling network of companies ranging from theme park to Life insurances and every other possible domain including advertising as well. Telecommunications is the sector in which Samsung excels. Another California based giant Apple inc. filed a patent infringement lawsuit in April 2011 against Samsung and won the case. The jury found Samsung guilty of infringing six out of seven patents Apple inc. had for its mobile phone devices.

So, here we take a tour of the series of events that occurred and what are the consequences of the final verdict on both the companies as well as overall smart phones industry. Now, how does the ability to ‘Zoom-in’ by a tap on the touch screen of a phone be protected by patents. Or how can the design of a mobile phone of rectangular shape with round edges belong to one company alone? And whether the ‘bounce-back’ feature for when a user scrolls to an end-image unique to Apple only? Well, such an argument might seem bizarre prima facie. But while digging a little on the matter, it has been found that such a battle between the technological giants has huge implication on the overall mobile phone industry. The effects might range from the prices we pay for the mobile phones to what they are capable of doing.

Let’s rewind

Looking back at the history of Apple and Samsung there are a few things that can be learnt from the two tech giants. Apple known for re-engineering imagination with creativity and creating new milestones with launch of every radical product has revolutionised various industries from Music, Computer & Smart phones. Steve Jobs and Steve Wozniak the notable founders of Apple aimed at creating inexpensive and simple to use computer. The company refined the Computing Lexicography by coming up with words like mouse, icon and desktop. Apple’s hard-line marketing strategy and ground-breaking products in hardware and software gave IBM a tough time to catch up. Apple soon

(in Pic) Samsung CEO Choi Gee-sung and Apple CEO Tim Cook

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carved a position for itself as the market leader in PC industry, but faced heated controversy for stealing the Graphical User Interface from XEROX PARC. Samsung a name in the technology industry has always been celebrated as a market challenger, it is little known for its originality than for its alteration with sleek and stylish designs. Samsung endorses digital appliances and media, semiconductors, memory, and system integration all under a single umbrella of offerings. Compared to other Korean giants it survived the 1997 financial crisis that doomed the Korean Economy. And, has been known for continuosly giving a hard time to Motorola during the late 1990s.

Clash of the Titans

The first legal attack was initiated by Apple inc. in April 2011 when it filed a law suit against Samsung for infringement of its patent rights over intellectual property. Two months later Samsung counteracted against this lawsuit. It was found out by the jury that many of the Samsung products used Apple’s creations such as “zoom-in” text with the tap of a finger, ‘bounce-back’ feature for when a user scrolls at the end an image. Apple seems to be competing in the court room rather than in market place by crying foul at the drop of the hat. Yes, Apple has dominated the scene by coming up with rectangular mobile phones that have round edges. Apple invested four years in gestation period of that technology which Samsung imitated significantly three months before Apple’s launch. Both the firms have been playing the blame game while condemning the other of violating court procedure in the trial that has further glorified the animosity between the two rivals. In spite of the fact that Samsung is one of the core component suppliers for Apple and accounts for 9% of the

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revenue that Apple generates, Apple did not shy away from filing a law suit against Samsung.

The claim game begins

This isn’t the typical blame game; it’s the claim game for superiority .Coming straight from the horse’s mouth; Harold McElhinney, Apple’s attorney claimed that Samsung faced a ‘crisis of design’ after the launch of the ‘iphone’ in 2007. He also mentioned about Google ‘s and Samsung’s little rendezvous in February 2010, when Google asked Samsung to stop imitating the Apple’s ipad so closely. McElhinney said “From the very beginning, Samsung has disrespected the process.” He went to say that though apple presented many of the top executives to give evidence and face cross examination, Samsung didn’t present any of the mega minds. Samsung couldn’t hold back and went on by bringing ‘consumer benefit’ in between to defend itself. This is what it was quoted as saying post the verdict that favoured Apple, “Today’s verdict should not be viewed as a win for Apple, but as a loss for American consumer. It will lead to fewer choices, less innovation and potentially higher prices.” What else, they (Samsung) firmly believe that the patent laws were manipulated to give one company (Apple) control of the market. Samsung did surface as one of the biggest rivals of Apple and has outrun Apple as a leading Smart phone maker. Well, one can really agree on the fact that Apple cannot have the dominance over the design at least, i.e. the rectangular body with rounded edges.

Apple + Samsung: Friends + enemies = Fre-nemies

Little known fact about Samsung is that it is the


sole supplier of Apple designed chips that power its iphone and ipad. On Sunday, August 26th, 2012 Samsung called an emergency meeting following the legal rout. The post mortem of the South Korean giant was led by Vice-Chairman Choi Gee Sung and the head of mobile business JK Shin. The absence of CEO, Kwon Oh-Hyun (who is the prime in-charge of Samsung’s component business) from the meeting confirms that Samsung strictly maintains an internal intact firewall between its handset business and components operations. This firewall was built to protect the two businesses from cannibalizing each other’s profits. Samsung is the sole provider of microprocessors for Apple’s ipad and iphone. Not only this, Samsung also supplies DRAM and NAND type memory chips and flat screens that Apple uses in most of its gadgets. So, if you go by numbers, Samsung’s components comprise 26% of component cost of iphone. A recent estimate by Morgan Stanley stated that Samsung’s component sale might hit $13 billion next year and bring in 2.2 billion operating profit. Now, this Symbiotic relationship is too important for both the players to be put at risk. Though, Samsung had shrugged off market rumours stating that the supply contract remains a different issue from the legal proceedings and thus implying that there will be no change to it in going forward. But seeing the current scenario Samsung is in no mood to hand over the bargaining power to Apple as a component customer. Samsung has attempted to safeguard its market share by widening its customer base through acquisition of Qualcomm as a buyer. Another reason to this could be that Samsung had to provide components with lesser margin to Apple because Apple has more bargaining power. Well, other suppliers can take advantage of the worsening Apple/ Samsung relationship, at least in short run.

vanishing from the market scenario. Though, there is a silver lining for Samsung as many of those devices were already heading towards the declining stage of their respective product life cycles. But, if the verdict would have gone in Samsung’s support it would have spelled major trouble for consumers. No innovator wants to be paid peanuts for their creations. It would be sheer mockery of the IP system if it fails to safeguard the rights of its innovators.

Victims of the Warfare

Every battle has some innocent bloodshed. In this case it’s Google. The verdict spells defeat for Google, which may need to tone down the features of Android. Samsung is the leading mobile manufacturer whereas Apple’s iphone is the best-selling single device. Google’s android is the most used mobile software with 61% share. So, by connecting the dots we come to a conclusion that loss for Samsung is definitely not good news for Google. Not only this, the set back comes for the other android users as well that includes HTC and Sony. As the verdict has a tremendous impact on Android operating services, regardless of what skin goes on top of it. Though, the rise in Google’s Android has been remarkable since the last three years, which is another interesting development in itself, it has been concluded by many analyst that the ongoing Samsung - Apple feud is an outcome of the battle between Apple and Google. Image and appearance of the iPhone and iPad via its design and packaging

Victory: Boon/Bane for Consumerism/ Producerism

Apple’s win upholds the current patent and IP system, which clearly states that Apple will be more able to defend its intellectual property. Followed by this, a precedent has been set, a date for preliminary injunction hearing, in which Apple is more likely to request that the sale of certain, infringing Android devices be banned. Consumers are more likely to learn the changes in ways that operating system form of factors and everything else that makes up “user experience” function. In short, consumers should get ready for the ‘Apple Tax’. The phones will be more expensive. The reason is that the rival companies are more likely to pay for license of various Apple technologies that the company has protected in court. Several of Samsung’s budget oriented Android phones and older flagship devices can be seen

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Fight for ‘Big Fish’ Title

Apple’s victory amplifies the adage “First Innovate & then Dictate.” It forces the competitors to come into the marketplace with new designs. Samsung and other manufacturers need to work harder to ensure that their devices aren’t seen as copying Apple’s.

Who takes the Cake?

It’s Apple’s shareholders who enjoyed the boost to after-hours trade prices. And also, Microsoft! Apple’s victory would make Samsung and other android phone makers to leap into Microsoft’s arms as it is the only safe and viable option out there for them. Windows phone actually got a huge boost in sales after this verdict. Microsoft often advances when its competitors fail. Microsoft’s market share often doesn’t grow because of something which they sell, but because of the missteps of their rivals. Consider for example, Xbox and Sony’s PlayStation. One thing that could also be understood from this drama is that Google’s Android was a curse made in hell for Apple’s iOS (See table below). The growth of Google’s android has been 53% since last year, whereas that of Apple’s iOS has been 32% only. Increasing Google’s Android application can be Apple’s strategy of an indirect attack. So, the latest estimates clearly point out two things. Firstly, do not take anything for granted in this smart phone industry that reshuffles so quickly. Secondly, looking at above the es-

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timates, the big story is not that of Apple but the rise of Google’s android.

The New Twist in the story

The latest news is that Apple has just posted its apology (on its UK website) to Samsung, following its unsuccessful attempt to remove Samsung devices from UK. Apple’s note concludes like this, “so the UK court did not find Samsung guilty of infringement, other courts have recognized that in course of creating its Galaxy tablet, Samsung wilfully copied far Apple’s far more popular ipad”. Well, this fight in the courtroom and beyond doesn’t seem to have an end anytime in the near future. But it is the consumers who will feel the pain, which might not happen immediately but will happen eventually. WORDS OF

MAHIMA NIGAM & SHIKHA SHARMA Send in your feedbacks at: niche.maverick@ibsindia.org


guest article

Customer loyalty in

Indian automobile sector “Value added services becomes new criteria for comparison of brands� words Shikha Thagele & Varsha Anand (IIM B)

I

ndia’s passenger car and commercial vehicle manufacturing industry with an annual production of more than 3.9 MM units in 2011, is the sixth largest in the world. The strong growth reported by the industry and critical mass achieved by the domestic market has attracted most of the major global players to the Indian market. Most global companies targeting India have now begun understanding the Indian customer base and hence have equipped themselves with strong local strategies, India- specific platforms/models, and view to establish India as one of their sourcing hubs. It is a myth now that satisfaction always leads to loyalty. In reality, satisfaction does not universally translate into loyalty though satisfaction and loyalty are

geographic relocation. A majority of customers give maximum weightage to the quality of service of car dealers which includes many parameters, such as knowledgeable salesperson, approach of salesman/dealer, smooth purchasing process, spare parts availability, number and location of service centres. Consumers want to remain associated with companies with a number of service centres with presence in remote locations as well. The customers while considering their second car purchase give importance to performance and aesthetic features. These features are one of the reasons that people buy higher end cars. If companies are able to provide categories according to customer requirements, customers

linked inextricably. The more common the item and the more degree to which replacements are exact duplicate of the original, the less likely the loyalty is to emerge. In automobiles, consumers connect not with products but with brands. Though brand association is not in itself sufficient reason to decide whether to buy a product or not, it influences the purchasing decisions of customers. It has been observed that for the first purchase, Indian consumers tend to purchase low budget cars and as their income (increment in salary, promotion or bonus) and family size increases, they tend to purchase high end cars. This is also true in case of category of cars, for e.g. a consumer will initially prefer to buy a hatchback, but for the next purchase she would prefer to have a Sedan or SUV. This suggests that a brand or company that offers all ranges of category enjoys more loyalty from their customers than does a brand which primarily offers low end category cars. The other motivations to buy a new car are dissatisfaction from previous car and

tend to retain their brands. Those who buy their first cars consider value proposition with respect to price as most important and thus they end up buying Hatchbacks and other Entry level cars. This is not a decisive factor when customers consider their second purchase and hence does not contribute to loyalty. In recent years as car manufacturers have started providing other value added services along with basic services, people have started comparing brands on this basis. A customer if not serviced well, will walk out of the showroom. A customer is able to relate when welltrained salesmen assist her in the purchase decision. Many companies send messages and mails and many a time call them to remind about the servicing of the car before the due date. Hence, companies these days ensure the best- behaved Service People to retain their customers. Retention of same brand

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Top five reasons, concluded to be the most important for buying similar brand again are following1. Quality and performance have been elusive concepts in automotive industry. It is the totality of features and characteristics of a product/service that customers seek to satisfy their needs. If a product fulfils the customer’s expectations, the customer will be pleased and consider the product to be of acceptable or even high quality. Some of the Product quality criteria in automotive industry are safety, comfort and convenience to drive, product design and functional qualities, such as mileage or km per litre. 2. Availability of desired feature/category in a brand motivates a customer to a large extent to buy that brand again. Since many of the brands are not able to provide the customer requirements, brand-switch is observed. 3. Customer service and good customer relationship management programmes have importance because it ends in increased chances of a brand being in customer’s consideration set, gaining competitive advantage and hence gaining profitable opportunities. 4. Brand trust, defined as “the degree to which an individual is confident and eager to act on the basis of the words, actions and results of others” reflects in emotional commitment of customers. A satisfied customer tends to develop trust towards the brand and hence there are chances of them exhibiting loyalty towards it. 5. Good after-sales service constitutes a means to im-

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prove relationship with customers and covers for the reasons that lead to unsatisfied customers because of other reasons. Well trained dealers and sales personnels are the determinants of a good after sales programme. Switching to a new brand Top 5 reasons, concluded to be contributing for switching to a new brand again are following1. Change came out as the most important reason people consider purchasing their second cars. According to Maslow’s hierarchy of needs, the fundamental physiological needs and need of safety are the major reasons why a person buys her first car. Most of the customers reasoned “change” as the motivation to buy the second car which was, in almost all the cases a higher end car. A car is no longer seen as a simple transportation tool but a kind of lifestyle and state people enjoy. Such need for things that reflect on self-esteem, personal worth, social recognition, and accomplishment are known as Esteem needs. 2. With increasing affluence also, the customers further migrate upwards in Maslow’s hierarchy when possessing a premium car brand as their second car reflects a sense of achievement and prestige 3. It has been observed that the unavailability of the desired feature or category has a negative impact on customer loyalty in automobile industry. 4. A major reason for customers being dissatisfied is poor


quality or performance of their previous car brand which makes them buy new car and switch to different brands. 5. Good Fuel efficiency is the basic expectation of a customer from her car. Especially people who travel long distances on a daily basis put more focus on this feature and are ready to change the brand if not satisfied with the current brand or model provided there are other brands available in the market with these requirements. Impact of demographics on customer loyalty Consumers living in metros who have retained their brand for next purchase as well have given low ranks to the reason of retention of brand- Longer waiting period in previous brand. This might be possible because of large number of dealers in metros. This set of consumers also gave low rank to the factor Good terms with dealers/ service personnels. This might be possible because of huge population of customers in most of the dealer shop; hence they would not have been in a position to maintain good relationship with the consumers. Short waiting period in the possession of a brand can be seen as a contributor to customer loyalty reflecting in retaining the brand. Consumers living in non-metro cities who have switched from their previous brand reason Unavailability of feature/ category in previous brand as their top reason of switching the brand. This might be possible because of less number of models/ showrooms in non-metro cities, which motivated them to switch to the other brand. This set of consumers also gave low rank to the factor Fuel efficiency for switching. This might be possible because people in small cities with comparatively less population have to travel less compared to those who live in metros, hence for the former; fuel efficiency is not the important reason to switch to another brand. Also this set of consumers has given high ranking to the fact that their current brand is more prestigious as

their reason for switching. This can be attributed to the fact that consumers living in non-metro and non-capital cities give more importance to social status and hence they have high aspirational needs. Interestingly, his trait has also been observed in consumers living in metros. Hence, presence of premium brands and brands with high end categories like Sedans and SUVs affect the loyalty in a positive fashion. It has been seen that consumers who are unmarried generally do not move to a higher end category and thus purchase a low end category car, even if they had either a high or low end car category initially. However, an opposite trend is seen in customers who have spouse, children and parents in their families. Also on occasions of marriage, people consider buying a higher end category car and most of the times switch to different brand. Thus it can be concluded that satisfaction is only one of the contributors to brand loyalty. Quality, value and fulfilment of customer’s expectation lead to satisfaction. Good quality/performance, availability of required feature/ category in previous brand, g o o d terms with service personals/dealer, trust and good after sales support are the major reasons that motivate customers to retain their existing brand for the next purchase. Alteration of brand, Unavailability of feature/ category in previous brand, Prestigious-ness of current brand, Poor quality/performance of previous brand and fuel efficiency are the major factors that lead people to switch their brand for next purchase. From this, it can be recommended that because a company cannot do anything about the “Just for change� attitude of the customers, it can focus on other factors like adding more features desired by the customers to ensure customer loyalty. Also they can modify their current offerings by improving performance, quality and fuel efficiency.

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VERTISING augmented reality advertising

What is Augmented Reality Augmented reality is a term for a camera enhanced view of a physical real-world environment, where virtual elements are merged with the real-life scene creating a ‘mixed reality’ of virtual elements and the real world to provide intangible, utilitarian, and evocative experience.

Recipe of effective ar-vertisiment

Immediacy Augmented reality hype cycle

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content

emotion or entertainment


infographics Where ar is being used Online Campaigns 16%

GPS Location Based Searches 3%

Point of Sale 8% Pitches and Tenders 18%

Online Content 6% Product Manuals 2%

Try before you buy 7% Tourism & Leisure 5%

Brochures 19% Events & Conferences 16%

Net effect of Ar on sales Likelihood to buy

45%

75%

After viewing the 2D printed display advert. Out of 100 parents, 45% would consider Augmented packaging buying the toy for a child

attitude to price Out of those parents that viewed the printed advert, the average price of $5.99 was attributed as the estimated retail value of the product

$5.99

Out of those who viewed the augmented reality experience, 74% of the parents would consider buying the toy for a child

$7.99

Of those parents that engaged with the augmented reality experience, they estimated a higher average price of $7.99

advertisement engagement We calculated that the parents spent an average of 12 seconds sctively engaged with the print advert. those parents using the augmented reality experience did so for an average of 1 minute 23 seconds.

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John Wanamaker once said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” quoted by Aditya roy (SIBM -Pune)

J

ohn Wanamaker once said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” As we have evolved, we have had so many mediums to advertise on. From the quintessential print media, to the high-valued TV media, to billboards, Marketing students have figured out ways to infiltrate consumers and create a mind-share. But what really is exciting for Marketing students and Marketers as a whole, is the eruption of the Internet. In the last decade, social networks and the internet combined have created viral advertising campaigns and found ways to capture the imagination of consumers as a whole. To think of it, population wise, Facebook, would be regarded as the third largest country in the world. Statistically, what one can do over one internet minute, covers the amount of publicity done by all print media of a Daily in a week, and also what television covers within a day. These are mind-boggling statistics that would make Internet-driven Marketing revenue grow even more. Google Ad-revenue by itself, explains the phenomena that has become online advertising. While the buzz should make the Marketing community stand up and feel good about these statistics, what this also does is, creates a problem. While the internet allows one to track what consumers are logging into, clicking on, and how much of an effect the advertisement is creating, it does create problems like how much attention span do these advertisements hold. And besides pure entertainment, do these advertisements, affect consumer buying patterns? It is something all advertisers grapple with. It is an answer that is tough to figure out. Although, the veracity of claims on the internet as far as numbers is concerned is more legitimate than the alleged rigging that happens in television TRP ratings. The internet is almost a wholly unguarded and free space that allows innovation, art, and advertisement to prosper. But competition never stays behind, and there are lots of ways for competition to fight back.

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So, as soon as you see one ad for a cola crop up, expect the other company to fight back, with an even more ferocious bite. What I am trying to get at is the fact, that, even though, the internet, is a decade old, it is at its nascent stage (where marketing is concerned). The same marketing fundamentals apply- targeting, segmenting, creating mindshare, but how we go about it, and what principles of marketing will really work, in executing this on the online portal, is still developing. From blogs to social networks to social feeds, everything is being infiltrated. So much so, that today, even actors and sports-stars take to blogging, Facebooking, and Twitter but these accounts are sponsored by teams that help develop the content and context of the visibility. The online world, the virtual forum is very much a reality. And the book is being re-written to incorporate how to govern this ever increasing, in your face space. With mobiles, with technology available at every nook and corner, the internet is almost a part of our every ritual. So, companies are trying harder to bid to get into Google’s top 10 list when searches are made, Facebook ads are getting more personalized, twitter feeds are used for major promotional tie-ups, blogs are used to explain the essence of products, ads are made specifically for Youtube to garner as many hits as possible. The reach, is unimaginable. The internet also gives a sense of global recognition. An advertisement banned in India, that works In the U.S goes viral on the internet, and no one can really stop it from hitting Indian consumers as well. That effect creates ripples to the very essence of governance. All this being said, even after a decade, it’s really tough to say if internet as a marketing tool can affect customer buying patterns. The psychology associated with the effects of marketing has had numerous studies with different and varying accounts of its effectiveness. These are exciting times for everyone. With every opportunity, there lies a challenge, and beyond those challenges, there lies, a lot of money.


Small Business Branding

-Targeting the Right Niche

Narrowing down your niche to a single person will help you in your branding and marketing endeavor WORDS Rahul Kumar Shao

O

pening up a small business is definitely not a child’s play. You will need to do a little bit of market research before you decide which particular potential client niche needs your products and services. Just imagine that you want to sell infants’ or toddlers’ clothing. Naturally, you are going to target prospective moms and tell them all about your wide variety and range of made-to-measure, honest to goodness, good value for money children’s clothing. Teenagers are definitely not your niche here, nor are adults, except as they are future buyers of children’s clothing from you. If you’re in this stage of your business where you’re looking for your ideal target market, remember to be as specific as possible. Narrowing down your niche to a single person will help you in your branding and marketing endeavor. Defining who your ideal clients are and what are their problems and challenges will help you not just understand their needs, but also create market and sell solutions they are looking for and therefore are interested in. The above was just an example of targeting the right niche. All you have to do is get your customers to know all about your products. You may want to put your catalogue online. You will also want to have some samples ready so that they can inspect

the product beforehand. In the same manner, you are going to target sales outlets and departmental stores, which carry baby clothes. You could also give discounts to customers who are already satisfied with your product and are willing to broadcast your product range to their network of friends and colleagues. One satisfied customer is going to tell a friend with a small baby about your range of stylish, yet affordable, clothes. Well, this is where your small business branding begins with a bang! Remember that these customers are not selling your product; they are selling your brand name, and they are selling your service! So, start on a one-to-one basis, by thanking your existing customers and asking them whether they would like more information about your product. After that, ask them whether they would mind recommending some of their friends who would be interested in your products and services. Remember to thank them by giving them discounts and promotional gifts. We all like getting something for free so if you offer your freebie to those who implicitly promise to be your loyal customer, you might be on the right track. If you make even one sale this way, well, there you are, your small business has begun to expand!

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‘Adversity’ not a reason to BREAK!!!! Falling to pieces in adverse situations is not a sign of a winner, it shows human tendency to just hunt for easy options and go through WORDS Vaibhav Jindal

A

dversity is a situation that can be a fatal end for someone and for other’s it becomes a challenge, a reason to fight. Indeed, the ones who take it as a reason to fight are the ones who achieve great heights. When they reach the zenith of their careers, they realize it were these very challenges that made them succeed. Falling to pieces in adverse situations is not a sign of a winner, it shows human tendency to just hunt for easy options and go through. The ones who fall and succeed are winners in the true sense and they go on to become idols for so many people. Our history is replete with such examples of the mighty falling and coming back stronger than ever. It’s just how we take these motivational stories and how we choose to learn from them. Let’s shed some light on a sportsman and a true fighter of every youth - Mr. Yuvraj Singh. He was diagnosed with a life threatening cancer. But after a strong and long fight he is back with a bang, he is doing what he does best and is pepped up to set new records. What happens is that life gives everyone reason to stay behind and choose the path that leads to a compromising life but there are only few who refuse to settle for something that is less than the best. What do you think? He clinched life from the jaws of death, simply because he was motivated to achieve a lot more! Almost all famous sportspeople in India have come from villages, they’ve struggled to make

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it to the national team. Not everyone was fortuitous enough to have a glitch free path; some resilient ones held to their own and went on to kiss success! An underlying sentiment that is present in this story is that of motivation. Our readers must be wondering as to what possible connection this article can have with marketing. Well, there is a link, a very important one at that! Sales people are known as the eyes and ears of any organization. Ensuring that their motivation stays high should be the top priority of every organization. The nature of their job is such that it doesn’t take too long for disappointment and resentment to set in. In those situations remembering that failure is the bedrock of success is very important. So all you marketing aspirants, if it is sales that you will do in future, bear in mind- those who haven’t fallen can never succeed.

Yuvraj Singh


Forehead Advertising This is a relatively unknown concept; it was created by an individual called Justin Kapust, through his organization Headvertise. Here people are encouraged to rent out their foreheads to be used as a medium for advertising products.

Multi-level marketing It is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of others they recruit, creating a down line of distributors and a hierarchy of multiple levels of compensation.

special

MArketing

lingos Inbound Marketing Traditional marketing like billboards, TV commercials, posters are repeatedly being ignored by people and have become less effective. Thus the concept of marketing through blogs, podcasts, videos, ebooks, eletters, whitepapers and other forms of social and media marketing has evolved over the time is called Inbound Marketing. E.g. Sunsilk gang of girls had various features which included blogs, advice on hair care and fashion from experts etc.

Surrogate Advertising Advertising a product implicitly as it cannot be done explicitly due to provisions under law which prevents explicit advertising of a certain product. E.g. Bacardi Music CD’s, Royal Stag Cricket gear are some of the examples. This is because advertisements promoting liquor brands cannot be endorsed in the public domain under Indian Law.

Indovation A term used to refer to the process of altering a particular product or service to suit the Indian market. E.g. McDonald’s introduced McAloo Tikki and other vegetarian dishes to cater to the Indian palate.

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the

Story

C

oca-Cola touches the lives of millions of people each and every day. From special occasions to exceptional moments in everyday life, Coca-Cola is there. The brand has become a special part of people’s lives. Since its birth at a soda fountain in downtown Atlanta, Georgia, in 1886, Coca‑Cola has been a catalyst for social interaction and inspired innovation. From the early beginnings when just nine drinks a day were served, Coca Cola has grown to be the world’s most ubiquitous brand, with more than 1.6 billion beverage servings sold each day. Now well into its second century, the company’s goal is still to provide magic every time someone drinks one of its more than 400 brands - and to do so in a sustainable way that benefits consumers and the communities they operate in. These unique moments in history, arranged in chronological sequence, have helped create a global brand that provides billions of moments of refreshment every day.

28

COCA COLA BEGINNINGS: ATLANTA It was 1886, and in New York Harbour, workers were constructing the Statue of Liberty. Eight hundred miles away, another great American symbol was about to be unveiled. Coca‑Cola was created by John S. Pemberton. Pemberton’s bookkeeper, Frank Robinson, named the mixture Coca Cola, and wrote it out in his distinctive script. To this day, Coca Cola is written the same way. Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted “Coca Cola” into the flowing letters which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob’s Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expenses, so the first year of sales

NICHE MAGAZINE | SEP-OCT 2012 | MAVERICK CLUB IBS

were a loss. In the first year, Pemberton sold just nine glasses of Coca Cola a day. A century later, The Coca Cola Company has produced more than 10 billion gallons of syrup.Over the course of three years (1888-1891), Atlanta businessman Asa Griggs Candler secured rights to the business for a total of about $2,300 (about £1,500). Candler became Coca Cola’s first president, and the first to bring real vision to the business and the brand. By the late 1890s, Coca Cola was one of America’s most popular fountain drinks, largely due to Candler’s aggressive marketing of the product. With Asa Candler now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900. Advertising was an important factor in John Pemberton and Asa Candler’s success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Asa Candler, a natural born salesman, transformed Coca Cola from an invention into a business. He knew there were thirsty people out there, and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of Coca Cola, and outfitted distributing pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca Cola brand. People saw Coca Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles. SAFEGUARD OF THE COLA BRAND Imitation may be the sincerest form of flattery, but The Coca Cola Company was not too pleased with the proliferation of copycat beverages taking advantage of its success. Coca Cola was a great product, and a great brand. Both needed to be protected. Advertising focused on the authenticity of Coca Cola, urging consumers to ‘Demand the genuine’ and ‘Accept no substitute’.


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The company also decided to create a distinctive bottle shape to assure people they were actually getting a real CocaCola. The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle that could be recognized in the dark. In 1916, they began manufacturing the famous contour bottle. The contour bottle, which remains the signature shape of Coca Cola today, was chosen for its attractive appearance, original design and the fact that even in the dark, you could identify the genuine article. As the country roared into the new century, The Coca Cola Company grew rapidly- moving into Canada, Panama, Cuba, Puerto Rico, France, and other countries and US territories. In 1900, there were two bottlers of Coca Cola; by 1920, there were about 1,000. WOODRUFF LEGACY Perhaps no person had more impact on The Coca Cola Company than Robert Woodruff. In 1923, four years after his father Ernest purchased the company from Asa Candler, Woodruff became the company’s president. While Candler had introduced the US to Coca Cola, Woodruff would spend more than 60 years as company leader introducing the beverage to the world beyond. Woodruff was a marketing genius, who saw opportunities for expansion everywhere. He led the expansion of Coca Cola overseas and in 1928 introduced Coca Cola to the Olympic Games for the first time when Coca Cola travelled with the US team to the 1928 Amsterdam Olympics. Woodruff pushed development and distribution of the six-pack and many other innovations that made it easier for people to drink Coca Cola at home or away. This new thinking made Coca Cola not just a huge success, but a big part of people’s lives. COCA‑COLA AND SANTA CLAUS The Coca‑Cola Company began its Christmas advertising in the 1920s in an effort to increase sales during the slower winter months. Several different images of Santa were used, but none proved to be popular with consumers until 1931. That year, Archie Lee, an advertising executive for Coca‑Cola, commissioned illustrator Haddon Sundblom to paint a Santa that was both wholesome and realistic.

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The Company commissioned Sundblom to paint Santa for the last time in 1964, but by then, the popular image of Santa was the Coca‑Cola Santa Claus. TELEVISION ADS The Coca‑Cola Company began advertising on television on Thanksgiving Day, 1950, on the Edgar Bergen and Charlie McCarthy holiday special. Over the years, three ads became most associated with Coca‑Cola and are generally considered among the best television ads ever made. GROWING ITS WORLD OF CONSUMERS After 70 years of success with one brand, Coca Cola, the company decided to expand with new flavours. Fanta, originally developed in the 1940s, was introduced in the 1950s, while Sprite followed in 1961, with TAB in 1963 and Fresca in 1966. The company’s presence worldwide was growing rapidly, and year after year, Coca Cola found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and more. NEW COKE: WRONG MOVE The 1980s - the era of legwarmers, headbands and the fitness craze, and a time of much change and innovation at The Coca Cola Company. In 1981, Roberto C Goizueta became chairman of the board of directors and CEO of The Coca Cola Company. Goizueta completely overhauled the company with a strategy he called ‘intelligent risk taking’. Among his bold moves was organizing the numerous US bottling operations into a new public company, Coca Cola Enterprises Inc. He also led the introduction of Diet Coke, the very first extension of the Coca Cola trademark. Within two years, it had become the top low calorie drink in the world, second in success only to Coca Cola. One of Goizueta’s other initiatives, in 1985, was the release of a new taste for Coca Cola, the first change in formulation in 99 years. In taste tests, people loved the new formula, commonly called New Coke. In the real world, they had a deep emotional attachment to the original, and they begged to get it back. Critics called it the biggest marketing blunder ever. Coca Cola listened, and the original formula was returned to the market as


The Any Clip BIMI Index Brand Influence in Movies Index

9.7

9.1

7.5

The Any Clip BMI is calculated by considering the number of movies, the number of apperances, the duration and the success of the movies

Coca Cola Classic, and the product began to increase its lead over the competition - a lead that continues to this day. 1990s ERA: NEW MARKETS, NEW BRANDS The 1990s was a time of continued growth for The Coca Cola Company. The company’s long association with sports was strengthened during this decade, with ongoing support of the Olympic Games, FIFA World Cup™ football, the Rugby World Cup and the National Basketball Association. The year 1993 saw the introduction of the popular Always Coca Cola advertising campaign, and the world met the lovable Coca Cola Polar Bear for the first time. New markets opened up as Coca Cola products were sold in East Germany in 1990 and returned to India in 1993. New beverages joined Coca Cola’s line-up, including Powerade sports drinks and Oasis fruit drinks.

Coca Cola’s family of brands further expanded through acquisitions, including Limca, Maaza and Thums Up in India, Barq’s root beer in the US, Inca Kola in Peru, and Cadbury Schweppes beverage brands in more than 120 countries around the world. By 1997, Coca Cola already sold 1 billion servings of its products every day, yet knew that opportunity for growth was still around every corner. COCA COLA’S PRESENT STANDING The last decade marked an increase in Coca Cola’s efforts to create a sustainable framework for the future. In 2009, the company launched Live Positively - a public commitment to making a positive difference in the world by redesigning the way we work and live so that sustainability is part of everything we do. Live Positively includes goals for providing and tailoring beverages for every lifestyle, supporting active, healthy living programmes, building sustainable communities, reducing and recycling our packaging, cutting our carbon emissions, establishing a sustainable water operation and creating a safe, inclusive work environment for all. The company has continued to build on existing relationships with global sports events such as the 2010 FIFA World Cup™, London 2012 Olympics Games and the company continued to nurture the affiliation with the Special Olympics, which began in 1968. Coca Cola has remained dedicated to offering quality drinks for every lifestyle and occasion, marketing those beverages responsibly and providing information that consumers can trust.

Words by Vrinda Manghani

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Print Ads

television

Public relations

Company: ARIEL

Company: FINOLEX

Company: DOVE

This add has a dish in shape of a shirt served with food and has a phrase “dinning dangerously “ and this has successful in gaining attention and developing interest of the customer it also sends across a message that this is what one needs to take proper care of one’s clothes as it is a prewash that protects the clothes.

This add is well designed and communicates its message that the brand finolex is something everyone can trust and does it beautifully by correlating it with different cultures and relationships on which individuals have complete faith on and it attracts attention by using the colour red as a symbol of trust.

Dove’s ‘Spread the Love’ with an interactive screen at the busy Victoria station in London for Valentine’s Day, targeted commuters. It encouraged people to tweet or to text replies to different questions posted on the screen each day as a part of Dove’s ‘real beauty’ campaign. This was an eye-catching campaign and a real talking point for Londoners during the Valentine period. It also shows the power of getting customers engaged with your brand via social media.

Overall Rating ............................. 4.4

Overall Rating ............................. 4.7

Overall Rating ............................. 4.5

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digital

social media

Ambient

Company: VIRGIN AMERICA

Company: INTEL INSIDE

Company: PARK AVENUE

This add is revolves around the benefits and attributes of the service they provide and have tried and depict it with help of attractive elements like baseball players, movies and music shows and have positioned itself as a flight which customizes its offerings as per the need of its customers with a belief that this interaction based UI will help them attract more customers.

The central theme of this add revolves around the user and his overall experience. The way a users facebook timeline is being portrayed in a musical form seems like a movie dedicated on an individual’s life and makes the user feel excited and special and serves the add’s purpose of more and more users sharing it.

The image of razors made on the ceiling depicts the air conditioners duct as the blades is a fantastic way of gaining attention of all walk ins in the store and also the message of “cooling effect” becomes explicit. Also customer relates it with cool breeze of air conditioner and its attractiveness and its innovative way of reaching out to customers will definitely create a customer pull and desire to buy.

REF: http://experiencevirginamerica.com/

REF:http://www.intel.com/musical/in/en/l/index.htm

Overall Rating ............................. 4.6

Overall Rating ............................. 4.7

Overall Rating ............................. 4.6

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Aug-Oct 2012 TRIBAL MARKETER:

-The theme of the event was different tribes of our country thus,different rounds were formed around its radius. - A brand stands for its company’s image and a true marketer should know how to build and use it. One of the rounds tested the contestants knowledge as well as building up their own tribe’s brand. - Barter system is the oldest way of exchanging value and as we know marketing adds value to the product as well as consumer’s whole experience of buying the product. Thus by arranging the whole barter system and exchanging things from the competitors, contestant were tested in business acumen, communication tactics and bargaining techniques. - With the changing scenario companies comes up with different concepts and one of them is Guerilla Marketing. It is one of the unconventional mean of promoting a product or service. Thus the mix of all like products, services,ideas and events were given to the teams and were asked to come up with different guerilla marketing ideas relating to them and also perform according to them.

I-MAC ( I’AM MAD ABOUT CARTOONS):

- Cartoons are one of the important characters that connects to the customers as well as gives different identity to the product or a company. This is the reason that the club did an event with a theme on cartoons. -The highlight of the event’s promotion was the Flash Mob which easily caught the eyes of each and everyone. - One of the important P’s of marketing mix is PLACE. Thus a riddle was designed where the contestants were told to deliver the right product in right time at right place. - PROMOTIONS communicate the message to the consumer and this aspect of marketing was also tested by screening the knowledge about different promotions done by companies with help of cartoons as well as designing the promotional outline for different products.

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Events GUEST LECTURE BY MICHEAL LEANDER:

- Club was honored to organize guest lecture by online marketing guru Micheal Leander. - He gave many insights on how companies invest on online marketing and where do they lack. - How social media can be a very important tool for communicating with consumers as well as positioning of the organization. - He also enlightened us with the myths of online marketing for example ,likes on Facebook doesn’t matter but number of shares do. - Also acknowledged us about factors affecting the environment as well as changing scenarios and trends.

CHAKRAVYUH:

-The name itself tells that the whole idea of doing business is solving a puzzle, where you have to take care of your environment and solve it accordingly. - It was a combination of politics, planning, goals, society, competition, ethics. All the promotions were done from used materials. - The rounds tested the knowledge of contestants about different patents and techniques owned by different companies and how they sue each other in order to kill the competition in the name of ethics and values. -Mind Mapping is a very important concept which helps the companies to understand each others strategy. One of the rounds tested this ability of contestants by making it one on one competition. -Other rounds under the event made the contestants to use Porters Model, in order to score more where they have to find out immediate competitor as well as substitute of product or service. -A marketer can’t be myopic in his approach. In order to see this, a series of videos were shown of different product lines and industries and the contestants were asked to find the name of parent company.

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Examinate yourself

Send in your answers at niche.maverick@ibsindia.org

Put the following Starbucks logos in chronological order. a

b

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c

d


mantras by gurus “What really decides consumers to buy or not to buy is the content of your advertising, not its form.”

~ David Ogilvy

“We want Google to be the third half of your brain.”

~ Sergey Brin

“We’re gambling on our vision, and we would rather do that than make “me too” products. Let some other companies do that. For us, it’s always the next dream.”

~ Steve Jobs

“A Trusted referral is the Holy Grail of Advertising “

~ Mark Zuckerberg

37 MAVERICK CLUB IBS | SEP-OCT 2012 | NICHE MAGAZINE


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AVEG is the inter B school Sports Fest hosted by IBS Hyderabad. It is a one of a kind fest where in the participating students get a chance to show off their talent in the realm of sports. The third edition of the fest – AAVEG 3.0 is scheduled to be held in the month of December 2012. This is a sequel to 2 successful and wholesomely entertaining prequels of the same. Aaveg 1.0 was an exuberant experience filled with passion, expectation and moments of success faced by ardent sports lovers. From the many who competed, few outperformed the rest and made their Alma Maters proud to have them. Rising from the shadows of AAVEG 1.0, the second edition AAVEG 2.0 was another phenomenon of sporting efforts, from the many who pitted themselves against the best and then some. With more than 20 B schools and 400 students vying for the coveted prize this sports extravaganza left sports and game lovers drooling for more. Stretched over 3 days AAVEG 3.0 promises to be an even more exiting and enthralling event. With more than 25 B schools from across India slated to compete, AAVEG 3.0 presents an opportunity to go for glory in 10 sporting events including an indoor LAN competition, a swimming event and prizes worth more than 2 lakhs to win.

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rishna 2012 is the Annual National level Inter B School Competition organized by IBS Hyderabad – a constituent of ICFAI Foundation for Higher Education. Trishna is the destination for The Geeks, The Conversationalists, The Curious, The Valiant, The Adventurists and The Chilled out! Trishna is a student driven initiative of IBS Hyderabad - one of the top ten B schools of India. It is a fest that has students coming from the other top B Schools of India. The objective of the fest is to create a platform for the future managers to embrace their intellectual and creative thirst! We promise to give the participants and ourselves an exhilarating and scintillating experience with huge take away in terms of learning and savoir faire.

38 NICHE MAGAZINE | SEP-OCT 2012 | MAVERICK CLUB IBS


39 MAVERICK CLUB IBS | SEP-OCT 2012 | NICHE MAGAZINE


40 NICHE MAGAZINE | SEP-OCT 2012 | MAVERICK CLUB IBS

Niche  

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