Mark Avenue
A M ONTHLY M AGAZINE F ROM MERCUR i
OCTOBER 2011
All’s fair
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The true marketer
War of the Brands Inside E-myth – More bang for every buck!
Also
On-Air TVC Collection Mar„Quiz‟, Trivia, & Article Writing Competition
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Mark Avenue Mercur-I Team Nikhil Gupta Kiran Krishnan Srinath Akula Harish Kumar Raju Shashank K Verma EDITORS (Oct Edition) COVER STORY
Ankita Aggarwal Bhavna Sharma Buchalli Varun Deepak Sudhakar Patala Joy Daniel Preeti Gupta Ankita Aggarwal Deepak Sudhakar Ankita Aggarwal Deepak Sudhakar
IN THE NEWS
Srinath Akula Patala Joy Daniel
EMERGING TRENDS
Kiran K Krishnan
PERSPECTIVE ARTICLE FRESH ON TV
ARTICLE PERSPECTIVE DESIGNER
Harish Kumar Raju Buchalli Varun Srinath Akula Preeti Gupta Joy Daniel Preeti Gupta Bhavna Sharma Srinath Akula
The Team (from L to R): Deepak Sudhakar, Nikhil Gupta, Ankita Aggarwal, Srinath Akula, Bhavna Sharma, Harish Kumar Raju, Preeti Gupta, Kiran Krishnan, Patala Joy Daniel, Shashank Kumar Verma, Buchalli Varun
INSIDE 14 COVER STORY
War of the Brands By Ankita Aggarwal & Deepak Sudhakar
23 PERSPECTIVE
Old Marketing tactics:
19 ARTICLE
E-myth – More bang for every buck! By Buchalli Varun
It‘s time to Move On? By Harish Kumar Raju
05 EMERGING TRENDS 08 IN THE NEWS
ShahRukh Khan: The true marketer without an MBA?
They who drink beer will think beer By Kiran K Krishnan
By Srinath Akula
24 FRESH ON TV
Compilation of ‗On Air‘ TVCs By Patala Joy Daniel, Preeti Gupta, Srinath Akula
10 JARGON 13 IN THE NEWS
The Lokpal Bill Movement The Marketing Perspective By Patala Joy Daniel
07 ARTICLE
Festival Marketing By Preeti Gupta
20 MAR‗QUIZ‘
Marketing Quiz 25 TRIVIA
You don‘t want to miss these
You jargon, I jargon, we all jargon…. By Bhavna Sharma
12 PERSPECTIVE
Know Your Customers… By Bhavna Sharma
From the Editor Dear Reader, This magazine marks the transition of Mark Avenue from an internal newsletter to a magazine. Mercur-I, the Marketing Club of IIM Indore, strives to bring the best-in-class articles for you which we hope you will definitely enjoy reading. The articles have been chosen to be contemporary, novel and relevant to the world we have built around ourselves in these B-Schools. Coke vs Pepsi, Nike vs Adidas, Cadbury vs Nestle and HUL vs PnG are some of the rivalries we are all well aware of. In this month‘s cover story we look at how these rivalries evolved over the years and analyze whether they will be able to sustain their competition. Diwali, the festival of lights is right around the corner and customers are willing to loosen their purse strings. Through the article ‗Festival Marketing‘ we look at how companies advertise and try and increase their sales. Shah Rukh Khan is not only famous for his acting skills but also for his marketing ability. A look at his advertising campaign of Ra.One shows how he has successfully turned into an effective marketer. The alcohol industry is definitely one we are all interested in. Fosters entry into the strong beer segment in India provides a new variety for beer lovers. We use jargons every day. But are we aware of what the jargons really mean? Well you can find out by going through the ―You jargon, I jargon, we all jargon….‖ article. Have old marketing tactics really become obsolete? A more closer look shows that old marketing tactics can be combined with new tactics to come up with a more integrated marketing campaign. Also read about E-myth, the strategy which was key behind major marketing successes of McDonalds and WalMart. Can you remember when did you watch the TV last time? We know! In the middle of such a hectic schedule in B-Schools that is a rare phenomenon. That‘s why we brought a collection of the latest TVCs which are currently being aired. Also have a crack at the Mar‘Quiz and enjoy reading some interesting marketing trivia. Happy Reading.
Ankita and Deepak
Emerging Trends
“They who drink beer will think beer” by Kiran K Krishnan
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ABMiller, the second largest brewer in the country recently announced the brand extension of its iconic Australian brand Foster‘s titled Foster‘s strong in the strong beer segment. This aggressive move is looked upon as an attempt to give strong competition to its main competitor in India; the Vijay Mallya promoted United Breweries. Certainly good news for all beer enthusiasts, isn‘t it? Let us see how the beer drinking habits of Indians have evolved over time. Beer was introduced in India (well no prize for guessing that) by the British who eventually set up a brewery to produce Asia‘s first beer-a pale ale called Lion. Pale ale is one of the styles in which beer is made by adopting warm fermentation and pale malt. Currently, there are 2 distinct segments in the beer market, the mild (contains around 5% alcohol) and the strong (6-8% alcohol) •
Industry stats show that beer market has grown at 10% CAGR over the last 3 years and is expected to grow at 10.5% in which the strong segment is expected to show a higher CAGR of 11-12%. Indians are guzzling a lot of beer indeed! So what are the underlying demographic and psychographic growth drivers behind this strong market sentiment? Here are a few:
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Increasing influence of western culture and related lifestyle changes
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The swelling middle class and demographic SEPTEMBER 2011
shift towards the younger age group •
―Premiumization‖ trends observed in general. All the strong brands are selling at a premium than the mild segment
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Socio-cultural value changes and increasing women involvement in the workforce. (Yes, the industry trends show significant increase in the population of women drinking beer!)
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Greater international travel opportunities available to the Indians
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Retail developments in the metros (where wine/beer is being sold under govt license)
One interesting insight is that strong beer is considered as a cheap alternative to spirits in India whereas in the other countries it is considered as equivalent to a soft drink. Also, strong beer offers a strong ―value for money‖ proposition as the consumers are price sensitive and needs more kick than taste, especially in the rural or mini-metro markets where 80% of the beer sales happen.
Coming back to the context of players in the Indian beer market, the industry have already gone through an era of consolidation and is currently dominated by two of the heavy weights, UB & SABMiller. Kingfisher(KF) from UB is the most popular brand with leading market share. Such is the brand equity that the UB group have safely extended the brand to its airlines and life style TV channel (Goodtimes) with the same brand
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positioning of ―The king of good times‖. Promoting KF was relatively a ball game for the group because of its long term existence. During the 1990‘s, when the Indian govt banned advertising of the alcoholic beverages, KF was the safest brand due to its well established brand equity. Currently, they are doing surrogate advertising and is constantly seen sponsoring events in the sports, music and fashion arena which goes well the brand personality!
Carlsberg India, a unit of Denmark-based Carlsberg Group was another company who recently launched Carlsberg Elephant' in the Indian market. The key strategy is to develop the super-premium strong beer category in the market by commanding price premium of 40% (currently priced at 100-125 INR) for a 650ml bottle. This aggressive decision is also a reflection after the launch of the Tuborg Strong in 2010 which was a resounding success which showed growth rates of 23% y.o.y. The claim to fame for the Tuborg brand was the ―Pull-Up Cap‖. Once again, a simple innovation which avoids the use of an opener, this feature was extremely popular with the beer lovers! Also, the company was successful in interweaving the core elements of the Tuborg brand (Music & Fun) in to the Tuborg
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strong brand as well. The company addressed the marketing challenge by engaging the consumers at the Point of influence and other touch points through their 360 degree branding initiative. The primary TG of this premium segment would be ―an evolved consumer – a social drinker, affluent, discerning and contemporary, one who appreciates refined things in life and seek luxury experiences‖ SABMiller is also not new to innovation path and segment creation strategy. They were the first brewer to launch India‘s first stout beerthe Haywards Black. After testing the market and declaring it a success, now they launch Foster‘s strong and Miller Highlife in India. They also launched Foster‘s in PET bottles (another Indianization move) in Maharashtra. Foster's Strong is the second made-for-India product within SABMiller‘s' portfolio after malt beer Indus Pride was launched in 2008. Another relatively newer player, Budweiser has launched its music property "Budweiser Clubbing" in India. Budweiser Clubbing will bring eight to 10 world-class DJs to India every year. They are also the official sponsors for FIFA and EPL. They are also exploring associations in the music and fashion industry. For the Indian beer lover, its choices aplenty now and guess the symbol of prosperity, the traditional Indian potbelly (beer belly) is here to stay! Cheers! And hey, remember… “A fine beer may be judged with only one sip, but it's better to be thoroughly sure.”- Czech proverb The author is a PGP2 participant at IIM Indore. You can reach him at p10kirank@iimidr.ac.in
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Article
Festival Marketing By Preeti Gupta
Greetings everyone! A very happy Durga Puja, Dusshera and Deepawali! These festivals bring with them light, happiness, and... a whole gamut of shopping discounts! Rejoice Shopaholics, for, it‘s our time! It is at this time that the best schemes are offered, when we get a discount or a free gifts hamper on almost everything- electronic goods, apparel, personal care products, hotel accommodations, entertainment- everything! Why does festive season attract so many marketing initiatives? It is because the customers are willing to spend at this time. They are in a mood to splurge. After sweating throughout the year, it is their time to spend that hard earned money. Even internationally, Christmas carnivals and New Year bonanzas sweep the markets. Of course, we Indians have another dimension attached to it- buying on occasions like Dhanteras, Navratri, Akshaya Tritiya etc is considered auspicious. The product or service providers try to capitalise on this sudden spike in demand.
During this time, people indulge in low involvement purchases; they stroll into a shop with their family and friends, and buy on the spur of the moment. Thus, the more attractive the marketing, the better it is for the seller. The customer is here to spend: it‘s just a question of which product/service will he fall for? Thus, we see competing brands straddling out their stuff with unbelievable offers. Recent examples in India being the ‗Samsung Smart Utsav‘, wherein SEPTEMBER 2011
the company offered gifts worth Rs 150 crore, eyeing a growth of over 30%. Other companies like LG Electronics, Panasonic, Whirlpool and Haier are also spending heavily on their promotion drives in India. That‘s one side of the coin. But do festivals require marketing too? Yes, they do. In fact many advertising firms are thriving on this- Festivals and Events Marketing. Events like food and wine festivals, film festivals, music concerts, annual fairs, etc need marketing to become a success, and they take the help of Digital PR, traditional instruments of publicity like print, television and radio and some non-traditional methods like street promotion. Whether it is Dandiya night, or a carnival, or the Cannes Film Festival, every event needs branding. A marketer needs to take advantage of qualities of the event like location, competition, weather, cost, and entertainment. It is not uncommon to see companies sponsoring major festivals as these festivals provide an opportunity to impact thousands of consumers a day. Since festivals see a huge turnout, it is ideal ideal for surveys too. IIM Indore itself conducts Utsaha, a rural marketing research fest during the Kartik Purnima Mela with a footfall of of 50,000 from nearby villages. Thus we see that festivals provide a huge opportunity to not only sell, but to research as well. And we thought festivals were all about carefree fun! The author is a PGP1 participant at IIM Indore. You can reach her at p11preetig@iimidr.ac.in
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In the News ShahRukh Khan: The true marketer without an MBA? by Srinath Akula
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t all started during the fierce battle between the current world champion in cricket and the then reigning and defending world champion. A 30-second trailer of Ra.One was unveiled in ESPN Star during the World cup quarter-final match between India and Australia on 24th March. The Bollywood baadshah could convince ESPN star to release a 10 second teaser for his fans on twitter the day before. With that he put smiles on the ‗sensation news‘ craving media and news portals. ‗The Financial Express‘ went on discussing about the recent historical analysis of Shahrukh Khan and the director Anubhav Sinha in the usual way it tries to influence the market sentiment with the detailed analysis of stocks and shares.
the first of its kind between a Bollywood film and a global company.
Since then, the actor has been unveiling marketing tie-ups galore for the film with brands like Sony PlayStation, Nerolac, Western Union Money Transfer, Nokia, Linc pens, Horlicks, Cinthol, UTV Indiagames and YouTube amongst others. A couple of months back, Sony PlayStation launched a video game with the name Ra.One for platforms PS2 and
YouTube in India. The channel will have videos of behind the scenes shots, uncut footage of the star cats, and videos of the Ra.One premiere and red carpet events planned in London. Shahrukh Khan will also be among one of the first Indian celebrities to be on Google+ platform to engage his fans. He will interact with the fans through video chats. Also Ra.One has been the first movie website in the Bollywood Industry to hit the highest Alexa India Rankings. The movie is in the first 5000 most visited websites. (Precisely: 3,588) and is Globally ranked at 76,662 as on 23rd September, 2011.
PS3. Recently, Western Union partnered with the movie and will be launching a milliondollar global mass-media campaign. The global mass media campaign collaboration is SEPTEMBER 2011
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Our marketer is pretty familiar with the latest explosion of social media marketing too. The actor has partnered with YouTube wherein exclusive movie content will be revealed. The Ra.One channel is the first customized channel to be released for a Bollywood movie on
SRK also recently introduced McDonald's happy meals containing a Ra.One robot
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miniature toy – G.One. Kids who are lucky to get a special coupon will be entitled to meet King Khan himself. Red Chillies will also soon be launching G.One an online store on the film's official website, which be selling merchandises related to the film. Products include pencil box, piggy banks, lunch box, notebooks, limited edition toys, sippers etc. Cinthol is set to launch special edition deodorant cans which will have a picture of Shahrukh Khan as his character G.One with a special edition fragrance. Shahrukh also doesn‘t want to limit his target audience to sci-fi frantic or action movie lovers. He said ―the movie will teach kids to love their fathers‖. He also tried to capture the pulse of ‗Indian‘ in every Indian by saying ―We are the largest movie producing nation and we should have our own superheroes. Why should they come from America? We need to make Harry Potter, Batman and Superman‖.
It hasn‘t ended there. Nokia tied up with Ra.One to promote the launch of its three new models Nokia 700, 701, and 600 equipped with Near Field Communication (NFC) on Symbian Belle. Nokia plans to launch a range of pioneering initiatives around the movie including giving consumers an opportunity to watch the movie one day ahead of its global release. The King khan said ―There is great synergy between Ra.One and Symbian Belle as they both represent
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technology of the next level. I am delighted that Ra.One will be the first movie in the country to be marketed through NFC‖. It is informed that SRK is also planning tie-ups with several Formula One teams to sport Ra.One logos at the upcoming Noida Grand Prix. Approx INR 40 crore is the estimated total budget shelled out for Ra.One‘s marketing, in which INR 15 crore is for online promotions. The promotion of this film is similar to the way Hollywood producers promote their films. Most Bollywood films with big stars typically start their marketing around eight weeks before release. But for Ra.One it started in January. Marketing is not a completely new affair for the King Khan. He has been marketing his films since long. He himself went on speaking about marketing his films. In the interview he said, ―I‟m the God of marketing. I have taught marketing to the film industry. I endorse umpteen products, but then I thought why don‟t I endorse my own product, my film.” He even explained the marketing concept in very simple words, which you don‘t want to miss. http://www.youtube.com/watch?v=72eqfZrcbqs Though marketing is not new for SRK, he has taken marketing to a whole new level with the film Ra.One
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The author is a PGP2 participant at IIM Indore. You can reach him at p10srinatha@iimidr.ac.in MARK AVENUE
Jargon You jargon, I jargon, we all jargon…. by Bhavna Sharma
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ectures on Business communication might tell you otherwise but fresh out of summer placement season, you might think that using the latest buzzwords of the market is the for-sure way of ―faking‖ through an interview. So before you go about shooting these jargons out, here‘s a check to see how well you really understand them. Answer them all to push your globe quotient up a notch!!!
Bells and whistles When your product just doesn‘t ‗cut it‘, you add these non-essentials to make it more appealing Cold call Hullo? Hullo? Have a nice day!! The process of contacting a person (known as a prospect) that has no prior relationship with you, e.g. a telemarketing bureau calling from a previously uncontacted database.
Advertorial Its an Ad, its an editorial…..it‟s…. A paid advertisement that is designed in such as manner that it gives the impression of being an editorial rather than advertisement.
Demand Spillover
Because gossip spreads like wildfire ATL & BTL
Sale of product or brand in one country market leads to generation of demand in another country
Whose line is it anyway…. ATL (or above the line)is used to describe 'traditional' marketing activities that do not require a direct response but instead build
Cherry Picking “Bargaining is my birthright and I shall have it”
awareness of goods or services, e.g. television and radio, posters and press. BTL (or below the line) applies to marketing that carries a response mechanism. This includes coupons, DRTV and telemarketing (verbal responses). SEPTEMBER 2011
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The practice of going from store to store looking for the most competitive prices, characteristic of a price conscious consumer The author is a PGP1 participant at IIM Indore. You can reach her at p11bhavnas@iimidr.ac.in MARK AVENUE
Winners YAMAHA VMAX – A PRODUCT OR A STRATEGY ?? by Nitesh Kumar Gupta IIM Kozhikode In general any company launches a new product with the hope that it becomes a hit with the customers and its sales increase. But was this the only reason for the launch of The Yamaha VMAX? We try to delve into it through this article. Yamaha Motors, a Japanese company entered in India in 1980s and through the acquisition of Escorts Motors Private Limited in 1999 cemented its place in the market. It forayed into the market with Yamaha RX100 and RX135 in the mid-nineties. Everything was going well until a government regulation came that banned 2-stroke bikes and Yamaha had to pull out its bikes from the market. Later it came up with many new models but they were not highly successful despite the fact that the engines of theses bikes were among the best in the business. Several reasons why these models were not that successful may be choice of marketing, inefficient operations strategy, lack of imported raw materials from Japan etc. This was seen in the case of Yamaha Enticer whose parts were from Japan. This model got many orders in India but due to less production in comparison to demand and inadequate raw materials it lost out to Bajaj Auto Limited‘s Avenger. Yamaha‘s niche in Japan is in racing bikes (high-premium segment) due to its high engine capacity. It realized that Indian market is viable for sports bikes and has shifted its focus from the lower end segments to the high-premium segment (from utility to luxury). Its aim is to provide its customers the full range of its engineering marvels that make Yamaha the company that it is. With the disposable income here rising and the number of millionaires increasing day by day it is sure to find prospective customers. It saw an opportunity and grabbed it hands down.
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Now, the task ahead of the company was to change its brand‘s position from lower-end bike maker to a high-end youth oriented one. The company launched its legendary flagship muscle bike VMAX with the help of brand ambassador John Abraham for a whopping 20 laces(exshowroom New Delhi).Its powerful but sleek design and a 4-stroke engine(maximum power147.2 kW-200PS @9000 rpm, displacement1679 cc) awed customers who thronged showrooms to catch its glimpse. Yukimine Tsuji, CEO, Yamaha Motor Pvt Ltd said, ―We are constantly shifting gears to transform the market from utility to pleasure and lifestyle. With the launch of the all new VMAX, Yamaha brings a new credo for the bikers in India. Today, Yamaha is offering innovative designs, sporty looks and premium features across models as part of its strategy to give consumers a new thrill in biking. The limited edition of high demand model Fazer & FZ series is in line with this strategy.‖ The bike maker‘s motive here does not seem to be sale of many units and wanted those who buy it to feel exclusive (it target was to sell 25 VMAX bikes. It received 8 bookings till 2009).This is one step in attaining its goal of 10% market share by 2012 in India. Yamaha VMAX was thus introduced in the Indian Market(there are not many competitors in this segment as of now) to entice the customers and route the demand to the other racing bikes like R15, the YZ series, MT01 etc. The price tag of Rs. 21 lakh is being encashed by gaining customer attention and displaying its cutting edge engine and chassis technology. (Article written after the summer internship in India Yamaha Motors).
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Perspective Know Your Customers… by Bhavna Sharma
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itting in a marketing class, the importance of market research will be hammered into you. ―Market Research is the first step to marketing‖, they say. So what comes to mind when we think of market research- Surveying, sample space, dipstick study, questionnaires, and the usual. But we did come across one remarkable concept in Kotler, our bible!! And that is, latent demand- a strong need that isn‘t fulfilled by any existing product. The marketplace is abundant with examples where inventors made millions out of a very simple idea that was bang-on with what consumers needed. Take the example of the coffee sleeve. Every day millions of Americans take coffee at the nearest Starbucks on their way to work. And we all like our morning coffee hot. Interestingly, it took an unfortunate accident for one Jay Sorenson to invent a coffee sleeve- a cylindrical sleeve made of textured paperboard that fits tightly around the handleless paper cups and protects the drinker‘s
acclaimed movie, cocktail. What I picked up from the movie was his very interesting take on the cocktail umbrella- an essentially frivolous embellishment that is more or less a hygiene factor for every bar now. So if you are a budding booze entrepreneur, if that‘s a term, you might want to loosen your purse strings for these cocktail umbrellas. Moving onto the holiday season when countless Halloween, Christmas and New Year themed thingamajigs, each more futile than the previous take up the shelves. The craziest ideas become a fad, think the pet rock, the ‗Furby‘, the crazy straws, the plastic wishbones and many more. I think if people would line outside stores to buy something as inanimate as a rock with googly eyes glued to it, then they‘ll buy just about anything.
hands from getting burnt. What‘s more, the coffee houses saved millions as they needn‘t double-cup and they generated revenues from the advertisements that could be carried on these sleeves. The brilliant businessman got his invention patented in 1993 and what started out as $15,000 Company is now reaping revenues to the tune of $12-15 million (2003).
The point I am trying to make is the rationale behind market research. The industry is abuzz with the term but how effectively is it done? You got the bigshot syndicate research firms claiming they know all there is to know about the market. But when instances of variations between two biggies in the Indian playfieldIMRB and AC Nielsen emerge, one wonders. While common people manage to get it just right and make ridiculous amount of moolah, are marketers spending serious money on market research for nothing? Does it all boil down to this, that market research is all a ballgame of common sense?
If you‘re a Tom Cruise fan like me, you would recall his rocky ride to success in his critically
The author is a PGP1 participant at IIM Indore. You can reach her at p11bhavnas@iimidr.ac.in
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In the News The Lokpal Bill Movement by Patala Joy Daniel
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n 29th September Anna Hazare, the 73 year old social worker dubbed to be the Mahatma Gandhi of 21st century entered the blogosphere and twitter thanks to a successful online marketing campaign. His Facebook page on ‗India Against Corruption‘ has more than 5,00,000 likes with above 30,000 people talking about it daily. It was an inevitable move as the online medium had provided him and the ‗I am Anna Hazare‘ campaign enormous support for marketing their goals. Let us look at their journey The basic essence in marketing political ideologies is to possess a genuine idea that would do good to the majority and also to convey this idea in a way that would add credibility to the people behind the idea. In a country like India it is very difficult to create this credibility especially in politics as there is a lot of dirt associated with the profession. Amidst such a scenario it is amazing how Anna Hazare and his team achieved such success irrespective of attempts made by government to tarnish their image. One reason for their huge success is the use of online media to keep their supporters connected. They have also made attempts to spread awareness of their struggle and attract others. One example is the photo comparing Arvind Kejriwal and Rahul Gandhi on ‗who was worthy of becoming the future leader of the nation‘ which became viral on Facebook. The same can be said about the speech given by Arvind Kejriwal at IIT Madras. The amazing thing about this campaign was that online activity got similar response offline with people voluntarily participating in walks and dharnas both in India and abroad. The success of a similar marketing campaign in Northern Africa and Middle East had instilled confidence in people. SEPTEMBER 2011
Marketers can learn many lessons from this campaign. The whole campaign served as a great commercial platform. The ‗Gandhi topis‘ which became a fashion statement sold like hot cakes during the campaign. There was also constant involvement of people through candle light marches, peaceful rallies and mass fasting. The campaign also featured innovative ways of involving people by requesting them to give missed calls as a sign of their support for the movement. This was a clever move as the campaigners had realised people realised it to be style statement and morally right to be part of the movement. They encouraged people to change their display pictures to that of Anna Hazare which was a runaway hit. The ultimate result was that it created a spiralling effect like a nuclear fission reaction. Lastly and most importantly the World press and especially the Indian media provided unending support for the movement which was a big positive. In the first two weeks of August almost 80% time of the top 10 news channels featured shows on Anna Hazare. Definitely Anna and his team have won the first round of the battle. In fact the success of this victory is evident by the aggressive steps being taken by them. It would be interesting to see how far they would go in getting their ideas totally implemented.
The author is a PGP1 participant at IIM Indore. You can reach him at p11patalaj@iimidr.ac.in
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Cover Story
War of the Brands “Rivalry adds so much to the charms of one's conquests” by Ankita Aggarwal & Deepak Sudhakar
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ivalry is not restricted to only sports or siblings! There are some brands which have been rivals for a long time now. This article lists out few of the epic rivalries between such brands. By no means an exhaustive list, this article focuses on only a few chosen brands and their categories.
Nestle vs Cadbury
faces in the long run as the market leader. The giants have always kept the audience engaged with their communication and advertising strategies. While Cadbury promotes Dairy Milk as ‗Khane ke baad kuch meetha ho jaye‘, Nestle urges the audience to take a Kitkat break from their busy lives – ‗Zindagi shayad apko kuch haseen dikha de‘
„Forget love…I‟d rather fall in chocolate!!‟
Advertising Warfare
Which chocolate though, is the major question here. Feud in the food industry has always kept the consumers perennially interested. First, Pepsi and Coke, and now the biggest chocolate confectionaries of the world. The battlefield is fast becoming accustomed to the tussle between Cadbury and Nestle, after the
Cadbury launched its ‗Aaj Pehli Tareekh Hai‘ campaign in 2009, signifying the celebratory moods on receiving the month‘s salary, which is usually on the first of every month. Soon after, Nestle aired its Munch ad with the tagline ‗Sirf Pehli Tarikh Ko Nahin, Kabhi Bi Kha Sakte Hain‘. There was no reaction from Cadbury, and the national
‗Pehli Tareekh‘ advertising warfare. These chocolate brands have been competing neck and neck over market share, but never had they locked horns in the advertising industry before the ‗Pehli Tareek‘ spoof. Though Cadbury is undoubtedly the market leader in the Rs. 4000-crore branded chocolate sector in India, Nestle is not far behind. Even though brands like Amul and Campco tried to break into the market, Nestle is the only real competition that Cadbury SEPTEMBER 2011
creative director of O&M told the press that this was clearly an instance of how ―some companies try to attract attention by riding on the market leader‘s advertising‖. He also added, ―In principle, this is not wrong. But one should be able to pull off a spoof like this with finesse and style. In my opinion, Nestlé‘s ad did not succeed.‖
Goodwill Warfare After its unsuccessful attempts at diluting the
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brand positioning of Cadbury, Nestle tried to grab eyeballs in the ‗non-print-and-televisionadvertising‘ sector. In July 2010, Nestle attracted a lot of goodwill by becoming one amongst the first seven companies that pledged to promote healthy dietary habits among children to accomplish which they wouldn‘t advertise their food and beverage products for children below 12 years of age. Cadbury lagged behind in this initiative, and joined this group a year later.
New entrants As the focus of modern India is shifting from ‗mithai‘ to chocolates, there are a number of new players entering the chocolate industry, a reason why we often see Mars Bars, Bounties, Snickers adorn the shelves of our neighbourhood store, along with Dairy Milk and Kitkat. A number of International brands like Toblerone, Galaxy, Lindt, Godiva are also becoming hot favourites among the Indian youth. Cadbury and Nestle may not remain the only major players in the industry for long.
HUL vs P&G “Mirror on the wall, who is the Whitest of them all?”
Yes, you guessed it right. This best describes the age-old war between HUL‘s Rin and P&G‘s Tide washing powders. In fact, when it comes to blatant comparative advertising campaigns and
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subsequent legal feuds, the multinational companies, Hindustan Unilever Limited (HUL) and Procter and Gamble (P&G) top the charts. Be it their washing powder brands, or their shampoo brands, both are lashing out at each other mercilessly without stopping for breath.
Tide vs Rin It all started with HUL launching Rin ad campaign on 26th February 2010 which was a direct comparison with Tide. In the ad it posed to be a better detergent-maker, with the tagline ―Rin offers better whiteness than Tide.‖ without the usual airbrushing or pixilation to hide the rival brand‘s name. It very cleverly launched the ad a day before a long weekend to give it enough airtime before P&G could move the court. Though the ad was taken out following P&G‘s legal actions, it created quite a furore among the consumers and is still fresh in their minds.
There are a number of speculations and insights of why HUL did this. Earlier, after an intense price war between the two FMCG majors, P&G came up with Tide Naturals which claimed "whiteness with special fragrance". Though it was a brand different than the more expensive Tide, it was perceived the same as tide ‗with lower price and special fragrance‘ by normal consumers. This made HUL lose its cool and it responded with a multi-tier attack on its competitor. HUL challenged the ‗special fragrance‘ claim of Tide Natural, saying that it did not contain the fragrances of Chandan and Lemon, which P&G claimed. Other reasons why HUL ventured into this was the pressure from parent company regarding its dropping market share. Moreover, Tide had neutralized the ‗whiteness factor‘, which was Rin‘s USP. Thus HUL went all out to prove to its customers ‗Isse behtar safedi, aur kahan‘
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Cover Story Pantene vs Dove
category, majority of the market is undoubtedly dominated by Nike and Adidas.
Think again if you thought that HUL has learnt its lesson with its infamous Tide vs Rin campaign. It got succeeded in creating a standard example for marketers in India to explain the term ‗Ambush marketing‘. On July 23, 2010, P&G came out with an ad-campaign including hoardings that said ―A mystery shampoo that 80% women say is better than anything else.‖ The management at HUL found out that P&G planned to reveal the name of mystery shampoo as Pantene in a week‘s time (August 1, 2010). HUL moved quickly and rolled in Ogilvy and Mather for the execution of the ambush on July 28, 2010 with hoarding that said ―There is no mystery. Dove is the No.1 shampoo‖. This killed the surprise element in the P&G teaser for Pantene.
Nike vs Adidas “Game on”
Founded in 1924 by Adi Dassier, Adidas has faithfully adhered to its three guiding principles: produce the best shoe for the requirements of the sport, protect the athlete from injury, and make the product durable. Nike on the other hand, was founded in 1962 by Bill Bowerman, a track & field coach and Phil Knight, a runner under Bowerman. Nike and Adidas have made their mark in almost all sports. In cricket, Adidas sponsors national teams like Australia, England and South Africa while Nike sponsors India. In the English Premier League, out of the 4 football giants, Arsenal and Manchester United are sponsored by Nike while Chelsea and Liverpool are sponsored by Adidas. In Spain, the El Classico Real Madrid vs Barcelona is more like Adidas vs Nike! While in tennis, Nike has roped in major players like Roger Federer and Rafael Nadal, in basketball the entire USA and Canadian NBA clubs are sponsored by Adidas. These examples are just a small illustration of how the rivalry between the brands has been intensified by their competitive sponsorships.
When talking about sportswear, Nike and Adidas are without a doubt the two major brands known to customers all over the world. While Reebok has a modest share in the market and is one of the major competitors in the SEPTEMBER 2011
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Lately, in order to maximize their market share, both Nike and Adidas have placed a great importance in developing their branding or marketing strategies on the net through web appearance and user friendly functionalities. Nike
and Adidas have both utilized e-commerce to boost their sales and improve their brand image. Both Nike and Adidas are examples of brands using local and global concept of targeting. Nike uses a local approach while global approach is used by Adidas. Adidas focuses mainly on global pages, such as Adidas Originals, Adidas Football and others. However, Nike has only 2 global pages, Nike and Nike Football and the rest are local pages. Through its initiative of being the first to launch the e-commerce website in 1999, Nike has managed to anchor the role of the market leader, while Adidas has since then played the role of market challenger. Both Adidas's and Nike's strategy seem to be well ahead of their competition contributing to their e-commerce success. No other athletic footwear company has been able to outshine these two firms when it comes to e-commerce, at least for now. However, because of the low entry barriers, high buyer bargaining power and high competitive rivalry in the industry, the two giants would need to continuously innovate in order to maintain their current market share.
Pepsi vs Coke “Cola War”
oldest brand rivalry of all time. When it comes to cola wars its always been Coke vs Pepsi. Currently, global market analysis of the cola industry shows that Coca Cola typically has a slight advantage over Pepsi in market share while in some regions Pepsi is winning the war. Introduced in the year 1886 and 1903 respectively, Coca-Cola and Pepsi have been rivals for a very long time. Between Coke vs Pepsi, nearly everyone has a preference or an opinion about which one is better. When it comes to taste some say that Pepsi is sweeter, others feel that Coke has a crisper flavour so they like it better. However, Coke vs Pepsi blind taste tests have proven unsuccessful in determining a clear cut winner. The results are typically very even, with about half the votes going to both Pepsi and Coke. What is interesting to note is that the voting results are almost always 50/50 split, however prior to the test significantly more people will state that prefer Coke. Does this mean that Coca Cola does a better job marketing than Pepsi? It almost seems that way. Marketing and advertising are an integral part of the cola war between Coke vs Pepsi. Coke targets values and showcases it‘s much higher distribution as compared to Pepsi. Presently, Coke has positioned itself as a ‗happiness ‟ drink
(ahem...non-alcoholic happiness!) aimed at the more mature and sophisticated customer. Over the years, Coke has used taglines and slogans like ‗thanda matlab coca cola‘, to signify the prevalent
Arguably, Pepsi vs Coke is the biggest and the SEPTEMBER 2011
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Cover Story refrigeration of Coke, to ‗piyo sar uthake‘ (drink with pride) and ‗burrrrr‘ the refreshment drink. Pepsi, on the other hand, has always positioned itself as a drink for the youth. With slogans like ‗Yeh hain Youngistan meri jaan‘, ‗Generation Next‘ and ‗For those who think young‘ Pepsi has targeted the youth and teens. Moreover, in India, Pepsi has tried to attract more customers by continuously exploiting its association with the Indian cricket team. For instance, the World Cup advertising campaign of ‗Change the game‘ has definitely caught the eye of youngsters.
The battle for your cola choice has been going on for years and it isn‘t about to slow down. From which one tastes better to whose television commercials are more entertaining, almost everyone has an opinion.
The two chains have distinguished themselves by focusing on two totally different aspects: Pizza Hut focuses more on the dining experience while Dominos focuses more on its delivery prowess. Pizza Hut has tried to create a great ambience for dining with its large and spacious outlets and variety in the menu. Moreover, the service provided by Pizza Hut is undoubtedly much more superior than provided by Dominos (do not confuse delivery with service...). However, because of its larger dining area, Pizza Hut has been unable to match the number of outlets offered by Dominos. Dominos, on the other hand, has brought forth its unique delivery system by promising hot pizzas right to your doorstep in only 30 minutes! However, the smaller seating capacity of the outlets has forced customers to order Dominos pizzas to their homes rather than eating at the outlets. The brand rivalries mentioned above have lasted for quite some time now. Will there be a clear cut winner in the end? Only time will tell. However, one thing is for certain. The only clear cut winner of the wars presently is the consumer. Brand wars provide consumers with a wide variety of products and at highly far cheaper rates. From a companies perspective, a close competitor always keeps you on your toes.
Dominos vs Pizza Hut “Hungry Kya??” When it comes to fast food pizza, Dominos and Pizza Hut dominate the Indian market. The two pizza chains have been in India f or about a decade now. Currently, Pizza hut has 134 locations across India (and 13,000 worldwide) and Domino's has 149 (8,500 worldwide). If you stumble across a Pizza Hut outlet you are bound to find a Dominos outlet right across the street. While chains like Papa Johns and US Pizzas have a decent market share, they have been unable to match the distribution and the SEPTEMBER 2011
eating experience offered by Pizza Hut and Dominos.
“I‟m sure folks at Coke would say that nothing contributes as much to the present-day success of the Coca Cola company than... Pepsi” -Roger Enrico, Former CEO of Pepsi
The authors are PGP1 participants at IIM Indore. You can reach them at p11aggarwala@iimidr.ac.in, & p11deepaks@iimidr.ac.in
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Article
E-myth – More bang for every buck! by Buchalli Varun
I
t‘s a starry Sunday night in Bengaluru and Ram wants to take his wife out for dinner. There are myriad ‗multi-cuisine‘ restaurants in Bengaluru and hence a lot of clutter in Ram‘s mind. How does a restaurant break the clutter? Simple, A marketing blitzkrieg! How does a marketer measure his marketing ROI and get more out of every buck? How does he break away from the age-old paradigm of AIDA and the 4P‘s? Michael Gerber‘s E-myth might offer the Midas touch. This strategy is the key behind major marketing successes of McDonalds and Wal-Mart. E-myth talks of a four-step approach to efficiently improve your ROI: innovation, quantification, orchestration, and documentation.
Innovation: In a highly competitive marketplace the first pre requisite to survive is the ability to innovate. For example, Apple has stood out from the crowd because of its innovative product lines and marketing strategy. Let us take the example of our very own restaurant wars. Every time you enter a restaurant the first thing you expect to hear is ―A table for how many people please?‖ One way to innovate is to ask the maître d'hôtel to enquire whether ―is it you first time at our restaurant, the Cheese platter is selling like hot potatoes, would you like to try them? ―. If the answer were yes, this would be a perfect way to offer the consumer something unique and break the clutter. If no then the attendant would have extended a warm welcome by saying ―Welcome back, what can we serve you today?‖ This innovation has to be something that gives you the ability to move to a greater ROI.
Quantification: With every new innovation, the results must be SEPTEMBER 2011
quantified. One essential aspect to be kept in mind while quantification is to independently measure all the elements that could have an effect on your results. For example, it would be unwise to change the décor of the restaurant when we would want to measure the effectiveness of the new sales greeting. It would be prudent to measure each and every innovation as a separate discrete entity. Mixing up various innovations would make accurate quantification a herculean effort.
Orchestration: After you innovate, and quantify the results, you now know what works and what doesn‘t. Then the process of orchestration starts, one thing to be kept in mind is to keep innovating in small ways, quantify the results and systematically roll them out. If your innovation is successful you could ask all your branch restaurants to greet your consumers in the same way and make it a standard practice. The faster you orchestrate the better it is for your business. Wal-Mart and Big Bazaar are masters of implementing something new at one store, across all their stores and this has a huge positive impact on their ROI.
Ipad Menu Cards
Documentation: The last step of the E-myth process is the documentation phase. This is the stage where
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you document a procedure that allows for consistent implementation of your innovation. This does not mean creating voluminous records of everything under the sun.
This four-step process would help any marketing campaign effectively earn more bangs for the buck and help the company grow.
It should be an easy to use, understandable handbook of how to implement the innovation.
The author is a PGP1 participant at IIM Indore. You can reach him at p11bvarun@iimidr.ac.in
Mar„Quiz‟ 1) Which company launched this concept car in Geneva Autoshow during March 2011. What is the name of the concept car? (Clue: Indian Automobile company)
4) These logos are associated with which company? a.
b.
2) These two companies are the world‘s largest and second-largest makers of aircraft engines and world‘s 18th & 19thlargest defence contractors in the world. Name those.
c.
5) Name the Brands associated with the following taglines a. "Think outside the bun" b. "The quicker picker-upper‖ 6) Name of Pillsbury's mascot?
3) According to business jargon what term is used to describe
a. A busy selling activity often selling questionable goods by phone
7) Identify the famous spokesperson
b. A business model by which a company integrates both online and offline presences
SEPTEMBER 2011
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Winners Mom n Pop Stores Score Over Giant Supermarkets by Sonam Doshi Goa Institute of Management
I
ndia, with the highest shop density (11 outlets per 1000 people) is referred to as a nation of shop keepers and organized retail which has just made an entry has a very small share. However, it is feared that soon the small mom-n-pop or kirana stores will disappear from the landscape of Indian retail and would be dominated by the WalMarts, Reliance and Big Bazaars. Management consultancy firm AT Kearney, which publishes the annual Global Retail Development Index (GRDI), has issued a study that reveals that modern retail constitutes merely 7% of the $435 billion Indian retail market. Thus, indicating the strong foothold of the kirana stores. In spite of the onslaught of the giant supermarkets, the kirana stores have several unique selling points which ensure that they will continue to rule the Indian retail landscape. They have the advantage of a low cost structure, location in residential areas and consumer familiarity because of being deep rooted in India for the past few centuries while the large supermarkets need to deal with higher labour costs, maintenance of bigger premises, and taxes. The target group of a Kirana Store is restricted to a particular locality which will continue to visit that store for their daily requirements of local products and small size options to an extent of 10gms which the giant supermarkets do not stock. With the increasing petrol prices and worsening traffic situation, people appreciate a 3000 sq ft store near their house a lot more than the much advertised, famed and jazzier one that boasts of 3 lakh sq ft but requires 2 hours of their travel time and that also through some of the busiest parts of the city. SEPTEMBER 2011
The beauty of India is its diversity and with this diversity comes a huge difference in people‘s consumption patterns. If Gujratis like a lot of Ghee in their chapatis the Tamilians would like a lot of sambhar with their idli. The national chains of supermarkets, even with their IT systems have not been able to gauge this. Whereas, a kirana stores know to the dot as to what their customers want and customize their stocks according to the particular location where they are situated. Today, the marketplace is flooded with new products. However, a normal household uses no more than 20 product categories on a regular basis. Customers are normally running short on time and do not have the luxury to spend time traversing the length, width and altitude of the store if all they want is bread, milk, Atta, biscuits and tooth paste. Customers are more aware and can easily figure out that the supermarkets push their own brands compared to the national brands because they make more money over there. The common thought that runs through their minds is ―What is the harm in putting them close to the entrance and make my life easier. I promise that I‘ll see your entire store at a suitable time‖. They find it easier to stroll across and buy whatever they need with no parking worries
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or better they simply order on phone and ask for home delivery than stand in long queues at the billing counters
Moreover, a kirana shop‘s location does not change for many years and storekeeper knows almost everyone in the family, their likes and dislikes. They stock items which are otherwise difficult to find in a supermarket like shampoo sachets or drain cleaning powders or small quantity of boiled-sugar sweets. Though he might not have an IT database or an MIS system, he clearly knows what his customer wants. A case in point, me being a 'Hide n Seek' biscuit lover, had asked my kirana storewala twice for it. He didn't have it then. The third time I went, he had it stocked up. Compare this to a supermarket where they wouldn't really care for what I wanted. In fact, when making a monthly shopping list, the kirana storeowners remind the customers of anything that may be missed. Such small personal touches can make a big difference in customer preferences for kirana stores. While these kiranas are continuously strengthening their PR skills and nurturing their relationships with the customers, retail companies are still struggling to do so because of their less focus on this aspect. Rarely would one find any staff even at a store wishing the customers or interacting with customers. Another major area where the kirana store owners rule is by offering credit facility to their customers. While, on the other hand, even if customers are found short of one rupee, they SEPTEMBER 2011
have no choice but to drop the item from the cart. Customers can easily exchange products at the kirana store and buy something of the same value on their next visit. However, organised retail stores have strict ‗no-return‘ policies which are never compromised. The major chunk of people who shop for FMCG products still find it convenient to shop at stores nearby, as they cannot always understand the concepts and the world of the organized sector. It is like comparing Delhi or Bangalore with a town in Rajasthan or any other state. Indians generally follow the JIT(Just in Time) system of cooking. This means, they buy curd, milk, fruits etc. which would just last for a day or two. A lot of this is because of the Indian psyche of not stocking up much at home. In spite of the fact that things have improved in terms of penetration of fridges, generators. However the Indian psyche hasn't changed much. India has still a long way to go before her retail industry is completely organized and we are able to see a paradigm shift towards acceptance for the malls and huge shopping centres, especially in Tier II and Tier III towns. For instance, if a person from a small town were to visit a huge mall in the larger cities, it would undoubtedly awe them with all the wonderful things they seem to offer but how far would the acceptance level be to use an elevator every week for purchase of small stuff which could be easily bought from the shop next door? Nevertheless, the macroeconomic landscape indicates that the domestic retail industry has immense scope for the modern as well as traditional retailers to co-exist. Through a balanced regulatory framework and competition policy, both the traditional format and the modern format can continue to grow, eventually closing the gap between the organized and unorganized sectors.
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Perspective Old Marketing tactics: It‟s time to Move On?
T
by Harish Kumar Raju
oday it seems new marketing tactics are being identified everyday to attract customers. Facebook‘s ad service, Google‘s AdWords, website banner ads are seen as the new way to perform advertising, while more traditional methods like Direct Mail, Billboards, Print Ads are neglected. Why do large organizations or even small businesses modify their plans? It is because of competition. They just follow their rivals without analyzing which type of integrated marketing campaign will be relevant and useful for their business. Nowadays people seem prepared to abandon older marketing methods. Is it a wise decision? Not always. Older marketing methods can increase the effectiveness of other marketing initiatives and contribute to a better, more integrated marketing campaign. Traditional methods need to be coupled with newer marketing initiatives in order to improve each method‘s strengths and make up for any weaknesses. Let‘s take a look at how the new marketing tactics became relevant to the businesses. The measurable outputs from these are tracking the brand performance through peer to peer review & public forum discussion. Moreover, loyalists of the brand are helpful in spreading awareness across their networks. Establishing brand awareness by reaching audience at relatively lower cost is the benefit sought by the organization. Most importantly it helps in reducing the communication gap between the brand and the customers. What about the traditional methods? How can Direct Mailers, Billboards, Print ads contribute today? In general, many direct mail companies SEPTEMBER 2011
narrow the list down to those who would be most interested in their products or services. The amount of recipients who respond positively to the mailer can be tied to engage in social media, such as Twitter, Facebook or the company blog. For local businesses, billboard advertising provides a large customer exposure, particularly if placed on a busy access road. These billboards, if designed properly with content & link to social media, act as an effective marketing campaign. In print media, the important advantage is catering to specific target audience where readership is mostly longstanding and loyal. These are similar in line with the billboards but magazines have direct access to the customer space. As we all know an attractive campaign will capture the eye of the customer and hence link the content to the web marketing by any promotional method. Even though new advertising methods are being created seemingly every day, the older methods are not invalidated. The future is going to be the era of mobile marketing, web marketing, geotargeting and others. The advertisers need to couple traditional marketing with modern methods to achieve steady and true results. Not to forget - Integrated marketing campaign with the right mix is essential in setting the stage for effective brand building.
The author is a PGP2 participant at IIM Indore. You can reach him at p10harishr@iimidr.ac.in
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Fresh on TV Invest in Gold this Diwali The World Gold Council, the non-profit association of the world's leading gold mining companies, promotes the use of gold. They launched a campaign targeting customers who spend money during Diwali. “Contrary to the traditional advertising of jewellery which speaks to the woman, this TVC targets the men and prescribes them to invest in Gold. The TVC in a humorous way aptly conveys that investing in gold is much more valuable than investing in a depreciating Srinath Akula, product like TV.” IIM Indore
Link
Title Agency Date Duration
: WGC Diwali : BBH India : September 26, 2011 : 60 Seconds
It loves you back Honda launched Brio in compact car segment to compete with Maruti Swift and WagonR and Hyundai i10 and i20.
Product Agency Date Duration
: Honda Brio : Grey India : September 22, 2011 : 45 Seconds
Link
“The TVC invites you to fall in love with your car. Everyone loves their vehicles, but this is a car which will love you back. Men are generally possessive of their cars, but this TVC defines the relationship as a romantic one where the car cares for you, lets you explore it, and is faithful to you.” Preeti Gupta, IIM Indore
Kuch naya dekho A+E Networks | TV18, a joint venture between A+E Networks and TV 18, has launched three TVCs for their soon-to-be-launched factual entertainment channel ‗History‘ in India “Salman Khan has been strategically used to create an image of action packed with entertainment for the channel. The common feature of the three TVCs is the spoofs on the existing shows in this segment which the channel promises to replace.” Joy Daniel, IIM Indore You can watch these TVCs by clicking on the Link button.
Want to see „your ad review‟ here?? SEPTEMBER 2011
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Product Agency Date Duration
Link : History Channel : McCann Erickson : September 30, 2011 : 45 Seconds (3 TVCs)
Comment on the TVC‟s in theVideos tab (click on link). We will select the best review and publish it in next Edition. MARK AVENUE
Trivia 1. A retailer was dismayed when a competitor selling the same type of product opened next-door to him, displaying a large sign proclaiming "Best Deals" Not long after that, he was horrified to find yet another competitor move in next door, on the other side if his store. It's large sign was even more disturbing—"Lowest Prices." After his initial panic, and concern that he would be driven out of business, he looked for a way to turn the situation to his marketing advantage. Finally, an idea came to him. Next day, he proudly unveiled a new and huge sign over his front door. It read, “Main Entrance!”
started a small shoemaking business in the Bavarian enclave of Herzogenaurach, focusing primarily on hand-sewn athletic footwear. But as their business took off, the two brothers grew increasingly frustrated with each other. They disagreed on everything from politics, the future of the company and one another's choice in wives. After a bomb attack on Herzogenaurach in 1943, Adi and his wife climbed into a bomb shelter that Rudolf and his family were already in. "The dirty bastards are back again," Adolf said, apparently referring to the Allied warplanes. Rudolf was convinced that his brother meant him and his family. The damage was never repaired. In 1948, the brothers split their business. Adolf called his company Adidas; Rudolf called his Ruda before changing to Puma.
2. The Coca-Cola name in China was first 6. When Pepsi started marketing its products in read as ―Ke-kou-ke-la‖, meaning ―Bite the wax tadpole‖ or ―female horse stuffed with wax, ―depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent ―ko-kou-ko-le,‖ translating into ―happiness in the mouth.‖
China a few years back, they translated their slogan, "Pepsi Brings You Back to Life" pretty literally. The slogan in Chinese really meant, "Pepsi Brings Your Ancestors Back from the Grave.―
7. While sitting at your desk, make clockwise 3. The elephant in the Carlsberg Elephant brand was inspired by elephant statues that man the entrance to its Copenhagen brewery. The Elephant Gate has become a famous Danish landmark and gives visitors to the brewery a majestic welcome.
circles with your right foot. While doing this, draw the number "6" in the air with your right hand. What direction is your foot going now? Marketing moral: Focus, focus, focus!
4. In the 1920s, Adolf (Adi) Dassler, a softspoken sports fanatic who spent hours working on shoe designs in his workshop, and Rudolf Dassler, a gregarious salesman, SEPTEMBER 2011
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SEPTEMBER 2011
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Mar „Quiz‟ Answers 1. 2. 3.
Tata Pixel General Electric and Rolls Royce a) Boiler Room b) Bricks and Clicks
5. a) Taco Bell b)Bounty 6. Poppin‘ Fresh 7. Colonel Sanders
4. a) IBM b) Knorr c) Barclays
500
each
The best two articles will win a cash prize of
competition
Indian Institute of Management Indore