The Marksman Anniversary '14

The

MARKSMAN

K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

RED BULL – HOW IT GOT >>07 WINGS

BEST FRIEND, ON SALE. >>13

SUNFILL

AAMIR ‘KAN’

>> 16

>> 20

VOL. V | ISSUE III | AUG ’14

EDITOR’S NOTE Dear Readers, We welcome you to another exciting edition of ‘The Marksman’. This month’s issue welcomes new members in the Marskman team to take our legacy forward. This also happens to be our third anniversary issue and will feature a fun-filled new section, which will be featured as our new regular article in the following issues.

In this edition, our cover story features “Youth Marketing”, which focuses on what it takes to connect with the youth and how marketers are striving to make their marketing efforts youth centric. In our special story, we cover the challenges faced by books with the increase in the popularity of e-books. Also in our Brand Markive, we look at RedBull and how the brand has successfully connected with its customers.

Apart from these, the Marksman continues with its other thrilling regulars: Tweets, Bookworm, Buzz, Ad-itude, SquAreheaD, Hallmark Campaign and Faux Pas. The new regular introduced is called ‘Pioneer’ and it features celebrities who market themselves to build their own brand which people relate to due to which they are extremely successful in endorsing different products/services.

Your overwhelming response for our August’s Call for articles was highly appreciated by our team and after a rigorous evaluation, we have Ratul Chakraborty from IMT Ghaziabad, Vishalatha Bhamidipaty from XLRI, Jamshedpur and Aakanksha Tanwar from GIM Goa whose fabulous articles have been selected to be featured in this edition. To all the other entries who didn’t feature this time around, we thank you for this commendable response and urge you all to keep writing to us with the same enthusiasm.

Feedback from our readers is something that we always appreciate and look out for.

Do mail us on www.interfacesimsr.com/the-marksman and stay connected with us.

Enjoy!

Happy Reading!

Team MARKSMAN The Interface-The Marketing Club of SIMSR @marksmansimsr.

ANNIVERSARY 2014

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SPECIAL STORY

TWEETS

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IT’S ALL ABOUT AD-ITUDE

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BRAND MARKIVE COVER STORY

YOUTH MARKETING

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Best Friend, On Sale.

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MARKETING FAUX PAS

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Hall-MARK CAMPAIGN

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PIONEER

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BOOKWORM

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BUZZ

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THE MARKSMAN

TWEETS #TescoBansSweetsFromCheckouts In a move that should gladden many a worried parent, Tesco has agreed to ban sweets and chocolates from its checkout sections from over 3100 of its stores across the UK, after discovering that over two-thirds of its customers said they would make healthier eating choices should such objects of allure not be positioned at so tempting a place. How well a marketing campaign works is determined, after all, by how well the customer is treated.

N-Advertising: should ring only mundane bells

#TacoBellNativeAds

Out of sight, out of mind

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Conventional wisdom dictated that ads have catchy slogans and neatly Photoshopped illustrations. But when everyone is doing just that, “standing out” takes on a very different meaning.

Enter Native Advertising. Ordinary and quotidian images to illustrate extraordinary and rare pleasures.

Taco Bell is the first (and so far, only) restaurant to see the trees as clearly as the forest – so that the native ad really seems to not be one at all.

Then again, how can you be sure this right here isn’t one?

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TWEETS #IceBucketChallenge With participants ranging from Mark Zuckerberg to Martha Stewart, the Ice Bucket Challenge has risen from July 29 to having 176k twitterers abuzz, all in just two weeks.

The rules are deceptively simple: once challenged, the participant has to either dump a bucket of ice water over their head, or donate $100 to an ALS charity. (Not to forget that said ALS is short for Amyotrophic Lateral Sclerosis.)

Wasn’t exactly on his bucket list before.

Most celebrities have done both and it has brought in more funds than without the campaign. The Guardian hailed it as a “gimmick, [but] good”.

#WeAreDavidBailey!

To prove that their NX1000 was an intuitive high-performing camera, Samsung summoned all but the ‘original’ David Bailey. Photos clicked by these 143 men were put up in Underground escalator galleries, newspapers and digital outdoor displays. The campaign ended up garnering 11 million impressions on Facebook in a span of less than a year – and also a market share that went from 2.8% to 55%. It now has requests of 13k applications for becoming an Honorary David Bailey.

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The real David Bailey has stood up.

THE MARKSMAN

IT’S ALL ABOUT AD-ITUDE TELEVISION AD Their eyes light up and they get all perked up at the mere mention of cars. For all such automobile enthusiasts the new Mercedes Benz CLA45 AMG ad campaign is a visual delight. Mercedes’ first ever India specific TVC gets adrenaline pumping and triggers the sentiments of auto and motoring aficionados.

Throughout the video the demon is shown in action and the inexplicable feeling its ride evokes eludes what words can describe. The AMG engine, synonymous with high performance motoring and cutting edge technological innovations, is also its unique selling proposition. The abbreviation has very cleverly been expanded to “Ah My God” -- an expression for the feeling. The infectious energy of the background score, which is a modified version of Awolnations’ Sail, adds to the thrill.

It’s not about selling just a car anymore, it’s all about the experience.

With this campaign Mercedes promises to provide the owners of this beautiful beast an experience that leaves one gasping for more and then all one can say is – Ah My God!

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INEXPLICABLE Client: Mercedes Benz India Ad Agency: CreativeLand Asia

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IT’S ALL ABOUT AD-ITUDE PRINT AD MORNING PERSON CLIENT: McDonald's Austria AD AGENCY: DDB Tribal, Wien, Austria

BLEND IN CLIENT: Zoo Safari AD AGENCY: DDB Brazil

Feeling fragile, explosive or prickly?

Leave your morning mood behind, says the McDonald’s Austria’s print campaign.

The illustrations communicate the moods very creatively. The ad campaign is not specific to a single category, be it gender or class and has covered different walks of life, all needing a simple easy morning at McDonald’s to have a consequent easy day ahead.

Mornings at McDonald’s here have been brought forward as a one stop solution for all those who are suffering from sullen mornings.

This series of three pictures of a print ad campaign for Zoo Safari bespeaks humour, sophistication and illustrative expertise of its creators. Living up to its tagline ‘blend in‘, the print ad effectively conveys the proximity with the wild, the safari goers at zoo safari are promised they would experience. The colour scheme and concept complement each other and are enticing enough to lure the viewers for a first-hand experience.

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THE MARKSMAN

BRAND MARKive Red Bull – How It Got Wings With operations in 166 countries worldwide and an employee base of close to 10,000 personnel, this brand sold more than 5.3 billion cans in 2013. Having the most innovative and original marketing strategies and communication techniques this brand decided not to enter any product line; on the contrary, it established a totally new product line in a direct face-off with Coca Cola and Pepsi.

The maverick under consideration is none other than Red Bull. Over the years its brand personality has developed along the lines of being non-conformist, unpredictable, adventurous, tireless and sporty. Very few brands can attain a position in the customer’s mind wherein, the customer defines the whole product line through that brand. Red Bull has been successful in doing just that. Brand expert David Aaker wrote, ”I know of no other brand that has connected with customers in so many ways.”

ANNIVERSARY 2014

History: In 1976, Chaleo Yoovidhya introduced a drink called Krating Daeng (literally translates into the English language as Red Bull), in Thailand which was popular with the truck drivers and laborers there. In 1982, an Austrian toothpaste salesman, Dietrich Mateschitz stumbled upon this drink and found that it was successful in curing his jet-lag to some extent.

Identifying an opportunity, Mateschitz partnered with Yoovidhya, to transform this obscure local remedy for sluggishness into a more universal concept.

This joint effort resulted in Red Bull GmbH which launched the product for the first time in Austria in the year 1987.

By 1992, the brand took its first steps in the international market with its operation expanding into Hungary and Slovenia. By 1997 the brand had gained presence in the United States and Canada.

Red Bull also made its foray into the Asian market through the Middle East in the year 2000. In 2008, Forbes Magazine named Mateschitz and Yoovidhya as the 250th richest people in the world with an estimated net worth of $4 billion. Red Bull’s headquarters is located in a small village called Fuschl am See, near Salzburg.

The building sports no logo or has any indication of being a RedBull office and is very heavily guarded. To further heighten this enigmatic image the company does not grant any interviews.

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BRAND MARKive Marketing Strategy: Red Bull has been a pioneer in the world of marketing for some time now. Every budding marketer fantasizes about being a part of Red Bull’s marketing team. When we stop to consider we realize that we have hardly ever seen Red Bull’s ads on billboards, magazines, television or YouTube. Hence, the question now arises that how think tanks at Red Bull have been so successful in impacting each consumer globally. The answer lies in its unconventional take on marketing. Rather than targeting prospective consumers on the basis of demographics, the brand targets them according to their “state of mind”.

Rule No. 1: Never talk about…

The most remarkable aspect of Red Bull’s social media presence is that we never hear them talk about their product. There might be an occasional shot of the can with the tagline “Red Bull gives you wings”. But, apart from that we are mostly mesmerized by people doing remarkable things in an ‘extreme’ manner. Red Bull is omnipresent in that sense; we can see their logo appearing on F1 cars, daredevils, automobiles, rock bands and many such entities. Seeing this over and over again permanently sears an image in our minds that the consumption of this drink makes us ‘cool’ and fashionable.

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Content as an engine The idea central to content marketing is that a brand must give something valuable in order to get something valuable in return. Red Bull exemplified this concept. Rather than being just another commercial, they believe in being the entire show. Breath-taking footage and awe-inspiring acts seamlessly communicate the whole idea behind the idea of the brand.

Events and Associations Red Bull covers the whole spectrum in this regards. It has covered all the bases including team ownerships, sponsorships, events, etc. The brand believes in owning the team and not merely being a sponsor.

Guerilla Marketing This might be seen as an extension to the content strategy of Red Bull, but requires special mention because very few brands can execute its guerilla strategies like them.

RedBull has revolutionized the simplest concept of free samples through its out-of-thebox campaigns.

Flight to Infinity: Red Bull has continued to amaze us over the years and it has created a very high benchmark for itself. Irrespective of our nationality we wait for the next big thing that Red Bull is going to come out with. The brand has faced numerous allegations and petty rumors but each time it has bounced back stronger. In nearly a quarter of a century this brand has conquered the world but as far as we as individuals are concerned: it simply gave us wings…

THE MARKSMAN

COVER STORY YOUTH MARKETING “It used to be that people needed products to survive. Now products need people, to survive.”

– Nicholas Johnson.

“Youth advertising is any marketing effort directed towards young people. This group includes tweens, teenagers, college students, and young adults aged 23-34.

Young people make such valuable consumers because they influence the purchasing decisions of their friends and family, starting from the clothes that they wear, choice of vacations and a new car a family choses to buy.

Being young is associated with being free, happy, and culturally relevant. If a product or brand is popular with young people, it gains an image of being “cool.” This is an image that every brand aspires to attain, even if they market to older consumers.

Companies who want to seem vital, new, and forward in their thinking adopt strategies to influence the youth’s product preferences. Youth advertising strategy is not limited to any one marketing channel or technique. It takes place on TV, radio, in print and in dozens of forms online.

Companies often sponsor athletes, musicians, and high school sports teams as a way to include them into youth culture.

ANNIVERSARY 2014

Today’s millennial, the 18-30 generation, live in a world where technology is the great unifier, creating a truly global generation. With social media and technology uniting the generation, global youth share similar motivations, such as - a desire for community, authenticity and justice. They always hunt for content or experiences they can share with their audience that make them look cool, clever or worldly, without appearing to try too hard.

Increased curiosity and self-confidence make them dream bigger and bolder.

They want the brands they support to reflect their values and tastes. Brands are tapping into this curious generation and have realized that being passive will no longer help them connect with the youth.

MTV undertakes a massive research every year to understand what makes its core audience - the youth - make the choices that they do.

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COVER STORY

COVER STORY

(Survey content includes: How Happy and Curious you are, Truths of Life, How digital technologies changed your life, What does the internet mean to you, How you spent your time daily, Most important reason for using social media, What do you spent money on?)

Another excellent example is of Voxburner, an independent brand with a dedicated team of editorial, research and development staff that gives information, ideas and inspiration to marketing professionals across the world to connect with young people. The brand’s focus is on quality and a creative flavor.

“Promise, large promise, is the Its youth consumer insight helps brands soul of an advertisement. “ and agencies shape strategy, product - Samuel Johnson. development and communications. It provides critical updates every day on the mindset of 16 to 24 year-olds and the advice of experts. It organizes events like Youth It was conducted by the team over a period inspirational of six months after interviewing more than Marketing Strategy and the Youth 100.

11,000 young people in the age bracket of Youth Marketing Strategy is the 13-25 years, across more than 40 cities in industry summit that brings together the India to find out exactly what makes them best minds, top brands and edgiest tick. The study found that these young agencies involved in the fast-moving people are hardworking, open-minded, world of youth marketing. Latest insights happy and confident ~ the four primary and experiences are shared, fresh ideas values that define this generation. With only are discussed and invaluable new 9 per cent stating that they are unhappy connections are made. Excitingly, this with their current state of life, this year the YMS series has grown with the generation is the happiest and most addition of Youth Tech; an optional half optimistic lot. Aditya Swamy, EVP and day dedicated to exploring the way in business head of MTV India adds that the which young people interact with study will help the channel and business technology, what the future looks like partners build a strong connect with young and what it means for brands. people through cutting-edge content The findings gathered from this research are presented through interactive seminars and presentations every year at the MTV Youth Marketing Forum (MTV’s flagship forum), thus making it the "ultimate word" on the youth. The 9th edition of this forum organized this August unveiled ‘The Curious Minds’ study, that generates some interesting insights on how today's young people are evolving by using their “curiosity to curate” their lives.

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THE MARKSMAN

COVER STORY

COVER STORY

The Youth 100 reveals the most loved brands of the current year based on a survey of thousands of young people. It is an exciting one day conference packed with workshops, interviews, and panel discussions, giving you the tools you need to understand to be a top youth brand.

YouTube tops this year’s Youth 100 list, followed by Amazon, Google, BBC and Ben & Jerry’s. According to a new report of Voxburner, brands that make life easier and help save money are rated highly by young people. The third characteristic that stands out is fun. Brands such as YouTube (ranking 1), BBC (ranking 4), Ben & Jerry’s (ranking fifth), and Channel 4 (ranking 10) all use a combination of entertainment and function to appeal to 18 to 24 year-olds. Having good content and sharing ability can also make a brand desirable, contributing to why YouTube comes at the top. Every time you go to YouTube it’s for something brilliant, something funny, inspiring or creative, unlike Facebook where you might log in, scroll about and sometimes find nothing of interest. Having great content has helped the BBC take fourth place as a trusted brand overall.

Starbucks has fallen nearly 40 places from 31 in 2012 to number 70. The coffee chain’s issues around tax avoidance, means that young people judge the brand according to their own morals.

ANNIVERSARY 2014

Costa Coffee, by contrast, ranks at number 35, (down from its ranking at number 14 last year), helped by the fact that it has more outlets so it is easy to access. Apple tops the list of companies young people would most prefer to work for, owing to its leadership in market and risk taking abilities, making it hugely exciting to this age group.

The Young crowd feels passionate about brands that, after playing a functional role, strive to be socially and digitally connected in day-to-day life. Media brands like Google and the BBC, tech brands like Samsung and lifestyle brands like Coca-Cola have evolved and are creating exciting products and entertaining content that this age group can relate to.

Undoubtedly, Google has secured a lot of love among millennials, and is a clear winner, ahead of social brands like Facebook, gaming brands like Nintendo, and adventure brands like Red Bull.

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COVER STORY

COVER STORY

The main reason is that Google best embodies the qualities that youngsters have reported to seek in their friends and in their own behavior: truthfulness, genuine behavior, sociability, maturity and humility. The Google Doodle is one feature through which the company manages to demonstrate authenticity, both by showcasing a true fact about history, and by staying true to its own brand. Google chooses to represent or honor a person or event, by adapting it through its logo on the homepage, on certain days or occasions of the year.

Today the youth are audacious, completely in control, take on convention, and do things not done before. Pepsi’s ‘Youngistaan’ campaign was one such attempt that talked about a confident youth populace of India, the country with the largest youth population in the world. The idea was to connect with the youth and bring forth their audacity, provoke and encourage this attitude, but do it in a fun, entertaining way.

Pepsi continued its legacy of ‘youth association’ and their irreverence and impatience to get everything, with its recent campaign “Oh Yes Abhi!”. It planned to get a bigger and better place in the market by leveraging on the IPL fever and by celebrating and promoting ‘Young Talent’.

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“You can tell the ideals of a nation by its advertisements.”

- Norman Douglas, South Wind.

A youth's audience is critical as they are seeking to assert their individuality and leave their mark on the world in the 21st century. In a world where the goal is to amass admiration without necessarily having the trappings of power and fame, real value for youth is now found not just in the products owned or experiences had, but in what is shared with one's audience. But even more difficult than building a strong association with youth for a brand story is, actually getting youth to spend money on a brand. Notoriously fickle, geographically diverse, and nowadays financially strapped as a result of the ongoing economic turmoil, youth has become even harder to effectively target.

THE MARKSMAN

SPECIAL STORY Best Friend, On Sale He took the book from the lot, read its back cover and felt a sudden urge to read the book. “This is not something I usually follow but this can be a new field of interest�, he thought. He had never read anything on that topic, never heard from anyone, never even known of the existence of such a thing, but just in a moment, he was ready to devote his worthy consideration to that field of work for the next few days.

Welcome to today's world of words, welcome to today's world of books. Not so long ago, a book was marketed with an influential photograph of the writer and a brief about his epitomic achievements.

Today, it is designed to catch everyone's eye for a second and their thoughts for a minute, and the content of the book is a different story all together. While this is a scenario which still prevails in some stores, what's shaping up for the coming time is a completely different scenario: technology influencing and invading the world of books.

In fact, if traditional printed books are taken into consideration, digitization has already eaten significantly into its market: 30% of all the books today are e-books.

ANNIVERSARY 2014

However, the not-so-enormous-butstill-significant increase in the share of readers can still make up for some of the losses but if one believes in the old-school style of reading, one needs to take some innovative steps; else a bright display will eat up the solid pages.

The market is quickly shifting from physical copies to soft copies.

So what has changed over the years?

What is changing now? What are the expected changes in the future? Like every other product, books need to be marketed well. And like every other product, every other market, the competition is fierce. Subtle, but fierce. From the way the cover is designed to the way the book is launched, everything is arranged and executed so as to catch the consumer’s attention for a while and then elongate that connection's lifetime.

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SPECIAL STORY A book today need not wait for years to get itself into the best-seller's list thus everything has to be fast. From what is happening these days, it is clear that the two factors impacting this section are: boom of technological advancements during the last decade or so and the change in behaviour of consumer-market conversation from a declamation to a discussion.

The reader knows about the book even before he sees it for the first time: he has read critics’ reviews, reader reviews, ratings and sales figures from multiple sources.

Publishers have realized that nobody today would be willing to travel miles just to buy a book. They have therefore laid considerable emphasis on bringing the book to the customer. The delivery itself is just a phone call or a click away.

And most importantly, one does not need to buy a hard-copy of the text one wishes to read: it’s available at your fingertips in a flash.

To take a quick peak into the future, the ebook market share is surely going to grow at an exponential rate and the reader is going to have a lot of information about the book, sometimes more than the book itself.

But the big question that still remains is: how does one market one’s book?

Firstly, it is evident that in order to design a campaign for a book, one needs to rely heavily on technology. Much of the action takes place online. There has to be an element of social networking in it. Create online forums, keep the audience connected with relevant and related topics, conduct events, and host guest bloggers.

The second important word is 'buzz'. One needs to create that buzz: launch a teaser, preferably a video clip, organize events, connect with the target audience, hold discussions related to the theme of the book, give away free excerpts of the book.

Next, set up collaborations.

People invariably trust big names and getting into the audience's mind becomes easy when a known name is attached to a product. This may be judged to be a bit too flashy for books and for people such as writers but this works, as most of the “ugly things” do in today's world.

Amazon.com has changed the rules of the book-world and continues to do so.

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THE MARKSMAN

SPECIAL STORY Otherwise, one can opt for street-smart tricks as well such as: opening the sales of your book for a specific time on a specific date, which can move your name in the bestselling charts and create public curiosity as well. The perfect example to understand this world is the resurgence of Amazon and, to complement, that of Amish Tripathi.

Amazon is a company that fetches $5.25 billion annual revenue from books.

Amish is an author who struck a 5-crore deal for stuff he has not yet written. The way these two have worked their way up the ladder is the perfect example of how to deal with both perspectives of this situation. In the end, effective marketing for an effective book is a deal profitable for all, the writer, the publisher, as well the reader. Only a few deals work that way.

ANNIVERSARY 2014

Amish Tripathi is hugely successful with his books. Thanks to his marketing skills that he learnt at IIM-C.

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MARKETING FAUX PAS Sunfill Sunfill came in three variants – Regular, Anand & Tarang. The brand came in single serve and multi-serve pillow packs. Sunfill Regular was priced at Rs 2.50 per serve and was available in single serve (23gms) and multi serve (200gms). While Sunfill Anand was launched in rural markets, Tarang, with lemon, orange, pineapple & mango variants was targeted at housewives in the high-end grocery segment keeping in mind the age-old Indian custom of making squashes at home.

Sunfill was Coca Cola’s first and perhaps the last step in the soft drink concentrate market. Globally as well, this was Coke’s maiden venture out of its comfort zone of aerated drinks to new turf, namely the powder concentrate segment. The brand was out of sight within 4 years mainly due to poor quality and faulty marketing.

Launched in 2001, this was Coca Cola’s direct attack on Rasna, the market leader with a lion’s share of 85%, in the then Rs. 180 crore soft drink concentrate market.

The only differentiation it offered was a meagre convenience of not adding sugar to the concentrated drink as opposed to Rasna.

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Coke even thought of an innovative technique to reach out to the market.

The brand had its own channel as well as a third party alliance with other FMCG firms. It roped in large distributors of Hindustan Lever, ITC, Britannia & Marico to promote Sunfill all over the country making it available across grocery shops, paan shops & departmental stores.

THE MARKSMAN

MARKETING FAUX PAS Yet somehow, the powder concentrate drink proved to be a disaster following the footsteps of Vanilla Coke, another product gone wrong by the parent company. The reason being simply that as soon as Sunfill came into the market, Rasna had countered it with its own range of powder concentrate with added sugar thereby nullifying the differentiation.

Despite such a huge distribution network, it had to deal with lack of availability at stores.

Add to this a negative word of mouth regarding its quality and you have a recipe to turn a sweet drink sour.

ANNIVERSARY 2014

Later, Coke tried to re-launch the product in sachets of Re. 1 each to take on Rasna’s ‘Ek ka Do’ scheme on the critical price front. In 2003 it even came up with a promotional offer that went “Taste Sunfill ka, Ghar Saje Aapka” wherein with every 200 gm pack the consumer was offered a chance to scratch and win various Videocon home appliances.

All this resulted in Rasna expanding its market share from 85 to 93.5%, which led to the effect that in 2005, Sunfill had its sundown and was reduced to all but diluted in the powder concentrate market.

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Hall-MARK CAMPAIGN COCA COLA Coca Cola has succeeded in connecting with people and communicating with them by embodying the brand promise of happiness and sharing. Coca Cola decided to spread a little happiness amongst the workers in the UAE by launching a Hello Happiness phone booth for them. The campaign normalises and even glorifies the hardships faced by a migrant worker -at least some of whom may be working against their will. It highlights the emotional connect with their families and how much effort they take to earn their daily bread, all the while being away from their loved ones. Calling home is the only way the workers keep in touch with their families. But with the call rates being as high as $0.91 per minute it wasn’t viable for them to stay in touch on a regular basis. This is when Coca Cola came to the forefront and gained publicity by turning their bottle caps into currency which can be used in their “Hello Happiness Phone Booth” -a phone booth specially created by Coca Cola that accepts bottle caps instead of coins to make a free three minute international call.

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The booths were installed at labour camps making it easier for them to call home any day any time. Every time a worker opened a coke they were able to share a few minutes of happiness with their families back home. If that isn’t happiness, what is?

On the other hand, campaign feasibility remains an issue. The idea is a hit but gauging the effectiveness of the campaign could be a dicey affair, especially in terms of sale. The only saving grace then could be word of mouth, which might spread and generate curiosity among the audiences thus pushing sales forward.

THE MARKSMAN

HALL-MARK CAMPAIGN Coca Cola has brought out another campaign with a “twist”. The campaign features a first day at college. There’s a refrigerator – the red paint acting as a subliminal invocation of the brand. A youngster walks up to it and fetches a bottle of Coke. But it doesn’t open – the cap is screwed on too tight. So tight, it won’t twist… And here comes the “twist”: the caps are specially manufactured to not open unless paired with another identical cap. Now, the youngster is forced to interact with the nearest person, just to take a sip from the bottle. Slowly but surely, the awkwardness dissipates. Soon, everyone is taking selfies, tweeting, and exchanging phone numbers. What Coca Cola has done here, is that it has helped break the ice. This is a targeted exercise and the stroke of genius is in the fact that Coca Cola almost completely shifted focus away from itself and onto the students, the youth of today. The success of the campaign lay in the execution. Two words: Guerrilla Marketing.

ANNIVERSARY 2014

There is no prompting, no camera crew running around embarrassing passersby. Just a fridge stocked with seemingly normal bottles – a brilliant no-brainer.

This is called experiential marketing. It means to invite the customer on a journey and give them an experience they’re completely unprepared for, instead of just trying to sell them something they don’t want. With the twist campaign, this has gone a long way. The teenagers take away a lot more in tangibles as compared to Coca Cola. All coke gets is visibility, while the students get a drink, a friend and a fun first day of college, which trumps all the above mentioned.

Now it may seem completely unnecessary to go so far, spend so much money on designing something new, all for one single day and a few teenagers. But, if done right, the effects and results are immeasurably beneficial.

Every successful campaign has three main components: (i) Experience; (ii) Sentiment; and (iii) Content. This is how any outreach program must be. Do it because you want to, not because you think you must. And most importantly, do it right and have a blast.

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PIONEER AAMIR ‘KAN’ Mr. Perfectionist has over the years proved himself as a master strategist in marketing with his grit and ingenuity. We have seen him as the flamboyant ‘Aakash’ of Dil Chahta Hai, ingenuous ‘Bhuwan’ of Lagaan, an inspiring painting teacher in Taare Zameen Par , a charming Phunsukh Wangdu’ in 3 Idiots, and as the sensitive host of the TV show Satyamev Jayate. He is Aamir Khan- one of the most popular and influential actors of our Indian film industry.

Every time before the release of his movies, Aamir creates an enigma that pushes movie buffs to be on the edge of their seats and wait in eager anticipation to witness what he is coming up with next. Anyone remembers how the Oscar nominated ‘Lagaan’ was promoted? Thinking hard, right? Well, yes because Aamir had used a subdued approach for the promotions. Low promotion created less expectation in the audience, who was later bowled over by the fantastic plot and a truly convincing performance by the actors.

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Lesson learnt: Keep the classy acts low key for the big day.

Aamir created a stir in the marketing arena by co-branding with a soft drink brand and an apparel brand, for his movie’ Rang De Basanti’, which was a first ever experience for the marketers to witness in India. Another new ‘out-ofthe-box’ act was seen for the promotion of ‘3 Idiots’, which was later telecasted.

Aamir dressed up in different avatars and travelled across various nooks and corners of the country, to surprise people and create a buzz for the movie.

People who recognized him were rewarded with prizes.

He toys with all sorts of controversies to work in his favor. The latest teasers for his upcoming movie PK are creating waves in both the film industry and the marketing world.

THE MARKSMAN

PIONEER Similar kind of negative marketing was used for his movie ‘Delhi Belly’, which came up with a warning stating that the movie was not suitable for everything.

This was enough to raise the curiosity of the audience. Delhi Belly and 3 Idiots were taken up as case study topics on marketing and promotion by some esteemed B schools of India, thereby adding glory to the actor’s achievement list.

This fact cannot be ignored that he has redefined the way movies are marketed in our country, however long this transition has taken to occur.

From a guy who used to give the longest possible replies as an actor to a media person to the one who doesn't entertain any interviews to one who is loved by the media for his social activities, every time this chameleon has changed colors, either it suited him even more or the world changed itself for him.

ANNIVERSARY 2014

He lives by the true definition of the word 'brand image', what he is, is what he does and what he does is what he sells. His refusal to attend any award function to protesting for an issue involving the problems faced by people due to the construction of dams, to making a satirical movie a success to awakening people through a TV show, all have the Aamir Khan Stamp over them. And this stamp sells.

Get ready for another undressed truth, Christmas curiosity is rising.

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BOOK WORM The Firm: The Story of McKinsey And Its Secret Influence on American Business -Duff McDonald

“A Good Housekeeping seal of approval. It’s political, so if you make a decision, you can say, ‘It’s not my fault, it’s their fault.’ . . . I think consultants can become a disease for corporations.”

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“If you want to be taken seriously, you hire McKinsey and Company.” The sheer confidence reflected in this statement is enough to impress upon anybody the respect that McKinsey commands. Duff McDonald, in his own personal style, analyses the company known for its analysis. You are taken through a timeline, wherein you traverse different phases of the consulting giant’s story. How the vision of an Ozark farm boy eventually led to the conception of ‘The Firm’. The one thing that you invariably notice is that McKinsey doesn’t really sell anything except the only thing that it needs to sell, McKinsey. The way the company is run, the strategies used and the methods in implementing them may have varied over the years and from leader to leader, but the underlying principle is always that they advise you; the option of and the accountability for taking that advice is solely upon the company.

Instances of how McKinsey almost always comes out of some of the most scandalous situations unscathed, display, how following the core values of the company has worked in its favour. There are unbelievable success stories to remember and utterly shameful instances that the Firm would definitely rather are forgotten. But in spite of all this, they still boast of clients like American Express, AT&T, CitiBank, General Motors and Merrill Lynch.

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BOOKWORM

McKinsey and Company, established in 1925

by James McKinsey was initially driven from the perspective of an accountant and the term used for the consultants was “management engineers�. From there, you see the journey of a vision, the journey of McKinsey. The most influential personality featured in the book is Marvin Bower who shapes the company into one that rests heavily on values rather than note printing and expansion. He carries forward the idea of McKinsey as an almost clandestine solution to the most elusive problems. The Firm then goes through several changes because of several leaders: while Ron Daniel lends it class, Fred Gluck gives it intellectualism, Rajat Gupta gives it expansion (and scandals), which leads to Ian Davis going back to its roots and principles.

The book, in an unbiased way, talks about how a company right from its formulation has survived unprecedented booms and crises, through the years. It is a good read and is recommended to anyone who wishes to understand the simplicities that make consulting a complex profession.

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FEATURED ARTICLES Movie marketing in Reality shows in India

Ratul Chakraborty - IMT Ghaziabad

Today the objective of marketing is not only to generate awareness about the movie but also to engage the target audience so that the end consumer switches from being aware to taking the decision of watching the movie in cinema theatres. For this purpose movie marketing teams approach the customers through the following touch points.

Above the line(ATL) – TV, radio, theatrical trailers, print media Below the line(BTL) – Direct marketing, merchandise, event sponsorships Through the line(TTL) – Social media, blogs, mobile apps

Cinema in India from its incipient days has used several marketing strategies to generate awareness about any new release. In the early days, movie marketing teams would carry press books which had information about the cast, crew and the storyline of the movie. Posters and magazines were the only tools they relied upon.

But today things have changed dramatically. Among the 4Ps of marketing, two P’s are especially relevant from the perspective of movie marketing – Place and Promotion.

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Recently, movie marketing teams have started advertising movies via reality shows on television. These reality shows have taken the television industry by a storm. It broke the monotonous television experience and introduced novel and interesting concepts that made them stand out from the regular shows. Reality shows wooed and attracted audiences of all ages. Right from the days of shows like Antakshari and SaReGaMa reality shows have struck the right chords with the Indian audience.

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FEATURED ARTICLES Nowadays movie marketing teams are trying to leverage this connect of reality shows with the Indian audience to promote their movies and gain widespread recognition and generate excitement among the audiences about watching the movie.

Today it is quite common to see big movie stars promoting their movies in reality shows – in fact, some reality shows are even being hosted by movie stars. It is the icing on the cake for the audience as it increases their exhilaration manifold as they get to see two movie stars at the opposite ends of the mic and they remain captivated to the television till the last minute.

Who can forget the two icons of Indian Cinema Amitabh Bachchan and Shahrukh Khan performing Gangnam style alongside the stunningly beautiful Katrina Kaif on the sets of ‘Kaun Banega Crorepati’? The audience must have gone head over heels while watching this performance. What were Shahrukh Khan and Katrina Kaif doing on the show? They were promoting their then upcoming movie ‘Jab Tak Hai Jaan’.

Remember Aamir Khan visiting Salman Khan on ‘Dus Ka Dum’ show. They both rode a bicycle on the show. The audience was mesmerized. Aamir Khan was sporting the look of the character he played in his blockbuster movie ‘Ghajini’.

Many popular movie stars host reality shows and the guest movie stars interact with them on these shows. Apart from engaging in playful banter with the hosts these guest movie starts also promote their movies by either performing or coming up dressed like the characters they are playing in the movie.

Apart from the shows which are hosted by movie stars, there are other reality shows where movie stars promote their movies, some do it at the top of the their voice and there are those who believe in subtlety.

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FEATURED ARTICLES Numerous surveys have showed that TRPs rise by leaps and bounds when good reality shows are aired. People watch reality shows more than any fictional drama series or any other daily soap. Movie marketing teams are cashing in on this phenomenon as they can reach wider audience by sending the movie starcast to these reality shows than organising any promotional event. This generates the expected hype and the movie comes to be talked about in the households who watch the respective reality shows.

Unlike trailers wherein clips/scenes from the movie are shown, reality shows help movie stars to be themselves as they are in their real life and talk about their movies, so they can directly connect with the audience not as the movie character but as a real person.

There is a flip side to this as well. Recently while promoting ‘Dhoom 3’ Aamir Khan expressed his desire to not promote his movie in any reality show. He said that reality shows may not be ideal for publicity.

He stated that the whole Dhoom 3 team wanted the content of the movie to speak for itself. Dhoom is a known commodity as a movie franchise and people already are aware of it, reality shows only amplify the awareness of a movie but do not increase the desire to consume. So they stuck to trailers and songs to create that desire.

Dhoom 3 is the highest grossing film of all times in India.

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But this does not deny the share of publicity value reality shows bring to movies if they are promoted in one or more. It is one of the most popular and effective ways to generate awareness for a new release. Movie marketing in reality shows is arguably the best way to sell a movie these days.

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FEATURED ARTICLES ITC ENTERS DAIRY AND PERSONAL CARE

Vishalatha Bhamidipaty - XLRI, Jamshedpur

INTRODUCTION From cigarette to dairy products, ITC has long employed the strategy of category extension successfully. ITC extended its foot hold in FMCG products leveraging its extensive distribution network, its expertise in packaging. ITC forayed into hotel industry in 1975 and promoted the idea of sustainable luxury. ITC's Paperboards and Specialty Papers Division produces ecofriendly paper and paperboards. It provides packaging solutions for various industries. ITC through farmer engagement and collaboration is one of the largest exporter of Agri products in the country.

It also started an initiative for farmers known as e-Choupal which provides them relevant data for farming.

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PERSONAL CARE In line with its aim of having a strong foothold in FMCG sector, ITC entered personal care segment in 2005. It launched brands in various price segments catering to the consumers in different economic strata. A late entrant into the personal care category, ITC undertook very aggressive advertisements and other promotion programs. Its extensive distribution strategy also contributed in increasing visibility. ITC came up with brands like Fiama de wills, Engage, Superia, and Vivel in personal care category.

In 2005 ITC entered personal care segment by launching “Essenza Di Wills” in the super premium category. “Essenza Di Wills” is launched in soaps, perfumes and body care for both men and women.

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FEATURED ARTICLES ITC then launched premium brand “Fiama di wills”. By extending Fiama di wills brand it has launched personal care products for men. It roped in Deepika Padukone as brand ambassador with a slogan “Beautiful you today, tomorrow”.

Advertisements for the lines of soap, shampoo and conditioner positioned them as an amalgamation of both science and technology. The brand proposition of “beautiful you today tomorrow” doesn’t feature these days.

“Vivel” was launched as a brand for midmarket. It was positioned as a brand for youngsters with a series of advertisements featuring college students.

A slightly superior brand Vivel di wills caters to the upper mid segment. Vivel soaps were a very affordable alternatives for people who wished to move from cheap soaps. The aspirations of the segment who couldn’t afford soaps like Lux were rightly captured by Vivel brand.

For Vivel, ITC came up with commercials featuring Kareena Kapoor, Amritha Rao and regional actors. Down south actors like Trisha was chosen based on the popularity so that the viewers could relate. Vivel was launched in the categories of Soap, body wash, face wash, shampoo. “Superia” range of soaps and shampoos cater to the mass market.

Superia didn’t extensively rope in celebrities for the promotions.

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Engage in 2013 launched “Engage” the first couple deodorant in the country. The brand focusses its communication on the playful chemistry between couples. It is very tactically positioned as equality of both genders is concentrated on unlike other deodorants where man attracts the woman. The TV commercials that were released were designed in line with their proposition and a slew of brand activation activities followed. They made their presence felt on social media and online. Engage brand has seven flavors in its kitty namely: Rush (Male) & Blush (Female), Mate (Male) & Spell (Female), Urge (Male) & Tease (Female), Frost (Male) & Drizzle (Female) and Jump (Male) & Trail (Female). The innovative packaging features silhouettes, each depicting the proposition of engage.

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FEATURED ARTICLES ANIMAL HUSBANDRY AND DAIRY ITC started a program for genetic development of cattle through artificial insemination to increase the yield. New cattle centers were being established. Few statistics of Cattle development centers (CDC) from the animal husbandry and dairy development are:

As an extension to the integrated dairy management program which was launched as part of their corporate social responsibility initiatives, ITC is foraying into the field of dairy products to derive the benefits of forward integration.

Current dairy products market is dominated by players like Amul, Nestle.

Initially shelf stable products are being launched by ITC.

Source: ITC sustainability report 2013

As a part of project Gomukh, a pilot program was started in Munger which provided animal management services like feed management, artificial insemination, veterinary services etc. along with a call center. This program is aimed at increasing the milk production. Milk procured from Munger averaged around 9862 kg per day according to the company’s sustainability report. An integrated dairy management program was designed which provided not just animal management services but also farm management, collection centers, chilling centers facilities. These services were also extended to Saharanpur. Two other locations have been finalized as part of their extension programs.

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CONCLUSION ITC through its expansion into new categories is leveraging on the advantages of diversification. ITC is foraying into FMCG with its aggressive launch of products in new categories to increase their revenues from this sector. It is now foraying into the dairy industry and beverages. The extensive distribution network that ITC enjoys would further its interests.

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FEATURED ARTICLES SADVERTISING – Brands focusing more on striking an ‘Emotional Chord’

Aakanksha Tanwar - GIM “I bet my ad can make you cry and buy!”

(Twisted story of Sadvertising)

“Our life is nothing!” My mother said to me in a feeble voice. “Was it really true?”, I thought. “All we do is earn money and spend it on ourselves. Do we ever think about the people around us who actually need it? Did you ever notice those beggars around the corner or their poor children who do not even have enough food to eat? And here we are, buying and shopping all the time, the clothes we do not require, the food that makes us gain weight. That’s it! I am going to donate half of what I earn from now on. And I am going to donate it to NAIK FOUNDATION.”

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“Why? Why only this one?” I asked, gazing at her with my eyes wide open.

“Did you not see the ad they just telecasted? It brought tears to my eyes.

How could an innocent child have the ability to be selfless and buy an elderly lady the glasses that were broken by someone else? Look at the modesty that child possesses, I should harness at least some of it. ” That such a big impact an advertisement could have on a person who was highly educated with great pragmatism, was a bizarre and amazing experience to me.

Without even verifying if the foundation was really genuine, its reach, the means they used to help people, their target audience, the services and amenities they provided them, the sponsors and the people actually involved, my mother had formed an opinion about the organization that was rather positive and the organization had already earned itself blind faith, from a well-read and informed person. Had the brands found their right audience? Or had they found their right chord to hit on. After all, even in our robotic fast paced life, we are HUMANS! But then, how often do we recognize this fact?

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FEATURED ARTICLES We value something, only when we realize that we have lost it. The advertising companies ought to cash on this very simple principle. Gone are the days of funny, awkward and absurd advertisements. Now, all the brands want to do, is connect with their audience’s emotions and remind them of a very important value that they have lost. Care, love, respect, little acts of kindness, acceptance have made their way onto our TV screens. To sum it all up, all they do by these emotional advertisements, is ignite a spark of humanity that gets lost in everyday life. We find these ads meaningful because we know that we are definitely lacking in our practice of humanity. And the final result of these ads is, that we feel for that specific section shown in the ad and get inspired to do something for people around us because these advertisements make you feel that you, yes YOU can bring a change in your and their lives. What a big achievement that is, for most of us. This way these brands bond with our personality in some or the other manner.

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A wife would definitely be able to relate to a bottle of Saffola, just because its advertisement shows the concern and love of a wife towards her husband. You would prefer to buy Lifebuoy over other soaps, not just because it is more economical than others but also because, it is helping children reach the age of 5.

Not that you would not want to buy some other brand advertised by Aishwarya Rai or Kareena Kapoor, but this one cause, would make you think for sure.

Similarly, while buying shampoos you might prefer Head and Shoulders just for the sake of donating that one rupee to the needy, that you otherwise could not donate, due to your hectic life. Why wouldn’t you buy a Honda bike if you could travel huge distances to finally meet your mother after a long time or a Hero bike which tells me that everyone has a hero in himself/herself in a beautiful manner? Or, why wouldn’t you buy Airtel connection when you could talk to your fiancé for hours late in the night. Just when you thought you wouldn’t bother about your complexion came an ad that suggests that fair complexion would boost your confidence to an infinite range and you would be able to achieve everything you wanted. Surely not all of us would buy it, but most of us, would.

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FEATURED ARTICLES The point is, that all these ads connect to different elements of our emotions. Some would connect to our ego while some to our sacred self, some will cause nostalgia while some will just bring a tear of happiness in our eyes. And how beautifully did our creative marketers comprehend this fact and come out with strong, meaningful concepts and ads.

The practice of advertising has been in existence for many years. And companies have used it to their utmost discretion to sell their products. Although, in today’s world they have realised that an advertisement which bonds better sells better. Also providing genuine information by incorporating it into the ads and still keeping it simple has boosted sales. So much that leading FMCGs spend about 10% of their shares on advertising. The business is booming and hopefully will continue to do so because fashion may come and go, but emotions and humanity, although hidden somewhere, would stay.

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THE MARKSMAN

SquAreheaD

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BUZZ PUZZLE 1

2

ACROSS

3 4

3. Which washing powder brand by HUL used an innovative campaign to tap the rural markets in India?

5. Which pharmaceutical company recently acquired Ranbaxy?

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6. Who is the 'Beer Man' in Park Avenue's Beer Shampoo campaign?

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DOWN

CLUES

1. Which company’s logo was created

by Frank Robinson?

2. Which spice brand is leveraging actor Ranveer Singh's popularity through an exclusive music video to promote its offerings?

4. Which Indian e-commerce company is currently valued at 7 billion $ ?

Answers: Across: 3.Active Wheel 5.Sun 6. Andrew Smith Down: 1. Coca Cola 2. Ching’s Secret 4. Flipkart

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THE MARKSMAN

Call for ARTICLES CALL FOR ARTICLES SEPTEMBER 2014 Articles can be sent on any one of the following topics*: 1. The art of making a Viral video: AIB genius of the year 2. #ALSIcebucketchallenge: Marketing lessons for a social cause 3. Airtel’s ‘The Smartphone Network’ ad campaign: Women empowerment?

*Please ensure that there is no plagiarism and all references are clearly mentioned.

1. One article can have only one author.

2. Your article should be approximately 800-850 words and MUST be replete with relevant pictures that can be used to enhance the article.

3. Font Type: Gill Sans MT 4. Font Size: 14.

5. Send your article in .doc/.docx format to marksman.simsr@somaiya.edu 6. Subtitle line: Your name_Institute Name_Course Year 7. Kindly name your file as : Your name_Topic The best adjudged article will be given a Winner’s Certificate.

Deadline for the submission of article will be : 20th September, 2014

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The TEAM THE TEAM TWEETS by Akshay Peshave

It’s all about AD-itude by Kavya Dubey

Brand MARK ive by Dhruv Maheshwari

COVER STORY by Vasundhara Tewari

SPECIAL STORY by Abhijit Sharma

FAUX PAS by Sankalp Thakur

HALLMARK CAMPAIGN by Vidhi Agarwal

PIONEER Vasundhara Tewari BOOKWORM by Sukanya Remesh

SquAreheaD by Kavya Dubey

BUZZ by Loukik Korada

PROOF READ by Akshay Peshave Sukanya Remesh

DESIGNING by Abhijit Sharma Kavya Dubey Sankalp Thakur

PROMOTIONS by Shweta Panikker Sukanya Remesh

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To subscribe to "The Marksman", Follow the link:http://interfacesimsr.weebly.com/ the-marksman.html OR drop in a mail/contact us at : interface.newsletter@gmail.com Subject line: Subscribe:Your Name_Institute Name_Course Year Follow us at: http://www.facebook.com/simsr.in terface http://interfacesimsr.weebly.com/ the-marksman.htm

Website: http://interfacesimsr.weebly.com/t he-marksman.html The MARKSMAN is the newsletter of INTERFACE, the Marketing Club at K.J. Somaiya Institute of Management Studies and Research, Mumbai.

Images used in THE MARKSMAN are subject to copyright. THE MARKSMAN does not take any responsibility of any kind of plagiarism in the articles received from students of other colleges.

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