1. The MARKSMAN
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 3| ISSUE I| AUGUST‘12
SPECIAL STORY
>> Page 13
Intel Ultra book:
Does Intel exert
excessive control
over hardware
companies?
>> Page 18
Olympic effect: COVER STORY
Sharp rise in Sports
Apparel purchases
>> Page 19
MEGA REWIND
Journey of Interface >> Page 10
>> Page 24
BONUS FEATURE
ZARAA HATT KE!
>> Page 16
3. our targets higher for every subsequent
issue. We strived to bring newer columns
and sections to keep you engrossed and
improved on the ones you already adored.
Such success cannot be by providence, it
all goes down to the dedication and most of
all the passion of the team. The team from
day one has worked like clockwork and
churned out issue after issue like a well
oiled machine. Each member, like a cog in
a clock, runs round the month in perfect
tandem with the others to bring out the
magazine which you are all too familiar of
and has taken other B-Schools by storm.
The quest to find the flag bearer for a FOUNDING MEMBER
fledgling brand is indeed an arduous PRATAP
task. It needs a special motivation, a KOLLAMPADICAL
transformational leader, an exemplary team BATCH 2009-11
and finally the divine intervention to set the
ball rolling. It should have been a privilege The Marksman team is proud to be the flag
for the founders to have constituted a bearer for Interface and SIMSR and is
committee called “Interface” and to have elated to be a big brand for our college and
taken on the challenge of being a worthy the team couldn‟t be happier seeing our
flag-bearer for SIMSR. Amidst this muddle, efforts turning to fruition with the magazine
SIMSR had a group of strong-minded being so well received across the B-
alumni who in their time at the college had Schools of India. Your “Likes” and “Shares”
the will to walk that extra-mile to create a on Facebook and the overwhelming
structure, a set of objectives and an response for our “Call for Articles” section
executable action plan for establishing are what keep us going and fill us with
“Interface”- a channel for revitalizing the motivation to better ourselves for the next
mature and a subtle brand called “SIMSR”. issue and keeps us on our toes to keep
delivering to the ever increasing audience
Last year, the committee took the decision and to their heightening expectation.
to make “The Marksman” a national level
marketing magazine which fit into the Looking back at the one year we as a team
repertoire of Interface all too well. Our spent with Marksman, we can‟t help but
immediate seniors were behind the feel nostalgic about all that we did already
inception of the magazine which our because it will never come back. The
readers now cherish. But when it was brainstorming sessions for new columns,
handed over to us, it was in its nascent deciding the theme for the cover,
stages. We polished it, perfected it, designing, proof reading, writing articles,
nurtured it month on month like our own promoting and that race against the clock
little baby while going through the grind of to release each and every issue on time. All
MBA. But we never settled, the fire in the that will be dearly missed. In the past year,
belly was never extinguished and we set a matriarchal love has developed between
THE MARKSMAN 02
4. MARKSMAN TEAM 2010-12 MARKSMAN TEAM 2011-13
DIVYA RISHI R. SHELANI HINAL UPVEEN
SINGH MEHTA AGARWAL SHAH TAMERI
NAMITA VISHAL RAJAT TILOTTAMA SUJIT
SACHAN THAKKAR POWAR SANYAL MISHRA
our team and our child, The Marksman. So it’s all
the more difficult to hand it all over to our juniors
whose induction coincides with our one year
anniversary. But seeing the excellent work they have
put in for this issue on all the fronts, we are assured
that it will pass on to safe hands. Juniors, it’s all up
to you now, make us all proud and let the solitary
anniversary candle act as a torch we pass onto you NIYATI PALLAVI VIBHAV
and may your work be as good and creative as you CHAMYAL SRIVASTAVA SHUKLA
have showed with your participation in this issue.
Finally, and most importantly, I would like to thank
our readers for your sustained patronage and your
un-wavering support without which and your un-
wavering support without which we would have
been just another magazine. It’s you and your
feedback and words of encouragement that keeps
us striving for higher goals and setting even higher YASH KEITH
ones for the next time. So keep giving us your CHAMARIA MASCARENHAS
support, without you, we are nothing. And we
vouch that we will continuously strive towards
excellence and the next year, this day, we would be
much bigger and better.
Happy birthday Marksman…and here’s to many
more birthdays to come…cheers!!
Sudarshan Krishnan
Upveen Tameri
MARKSMAN TEAM 2012-14
03 AUGUST 2012
5. EDITOR’S NOTE
Dear Readers,
Welcome to the anniversary edition of The MARKSMAN. We have been working
diligently to bring the anniversary issue to life and we are so proud to present it to
you. We hope you enjoy this magazine as much as we enjoyed putting it together.
Let us know your thoughts and be sure to come visit us at
www.interfacesimsr.weebly.com/the-marksman for more of the latest integrative
marketing news and stories.
Over the last 12 months, we have been the voice and the mirror of our marketing
community. We have chronicled our triumphs and tragedies. We have informed,
inspired and engaged the readers, marketers and prospects across various
spectrums. And we have served as a source of marketing news, stories and
updates.
In this special anniversary issue, we invite you to explore the different facets of
nostalgia marketing through the ages as our cover story. Through the cover story,
we revisit the yesteryear golden moments and the pivotal role that it plays in the
current marketing scenario.
In our special story, "London Olympic Games - A Marketing Perspective" read on to
know how the games provide a good marketing advertisement opportunity to
various brands. How many of the brands have struck a chord with the customers
and enkindled interest among them using the games as a platform.
Our featured articles of the month cut into „The Olympic Effect„, specifically with
regards to a sharp rise in sports apparel purchases. The article on 'Intel Ultrabook'
would surely incite interest among the readers. We would also like to congratulate
the winners of our Featured Articles- Kritika and Abhishek Kumar Jha.
This issue looks forward, not back, and it‟s packed with
markive, buzz, adi-tude and tweets.
Follow us as we reach for tomorrow.
It's going to be quite a ride.
Cheers !!
Team – Marksman
The Interface – The Marketing Club of SIMSR
THE MARKSMAN 04
6. CONTENTS
TWEETS Brand MARK ive It’s all about AD-itude!
06 07 09
COVER STORY SPECIAL STORY
LONDON OLYMPICS:
A MARKETING
NOSTALGIA MARKETING PERSPECTIVE
10 13
BONUS FEAUTRE FEATURED ARTICLES
ZARAA HATT KE!
Intel Ultra book:
16
Does Intel exert excessive control over
hardware companies? …18
MEGA REWIND Olympic effect:
24 Sharp rise in Sports Apparel purchases …19
SquAreheaD BOOKWORM BUZZ
21 22 23
05 AUGUST 2012
7. TWEETS
Google Olympic Doodles Nissan unveils new London cab
Nissan unveiled its
new five-seater
NV200 London Taxi
Google released a new doodle on every day (versions of which
of the Olympic Games. Some of these have been unveiled
doodles were interactive games which in Tokyo and New
scored users on completion. They were also York City).
integrated with Google+ and one could The vehicle, based on the company's multi-
share their score on their profiles. purpose NV200 compact van, is 50 per
cent more fuel-efficient than alternative
cabs and cuts carbon dioxide emissions in
Maruti Dzire out of production; half. The company is also planning for trials
six rival sedans take charge of an all-electric e-NV200 prototype London
Taxi in 2013.
Maruti's loss is rivals' gain. About half a
dozen entry-level sedans will hit the Indian
roads this festive season even as Dzire, the Apple vs. Samsung: Apple
country's top-selling sedan, has gone out of comes out tops
production due to a lockout at Maruti
Suzuki's Manesar plant following labour The long drawn out Apple vs. Samsung
unrest. Tata Indigo Manza CS, GM patent battle has finally reached some sort
Chevrolet Sail, Mahinda Verito compact, of result with the result of the case filled in
New Ambassador, Renault Scala and Ford the US being declared. The jury found
Fiesta are all likely to be rolled out in the Samsung guilty on some counts and has
coming weeks as carmakers vie to take the ordered Samsung to pay $1.05 Billion to
place of Dzire. Apple Inc. as compensation for patent
infringement. Although the money is spare
change for both the companies, it surely
Bharti Walmart scraps plan will set a precedence for any future cases
to start online operations on the same lines.
FB‟s new mobile ads
Bharti Walmart has scrapped its plan to push directly to app stores
start online operations after more than a FB announced on Tuesday a new mobile-
year of preparations and has reportedly optimized ad unit that will direct users to
dismissed Dippankar Halder, who was directly install mobile apps. A beta
heading the division. Raj Jain, who heads program is available for a limited number
the 50:50 wholesale joint venture between of developers who want to try the ads.
the world's largest retailer Walmart and When a user clicks on a mobile ad, they
Bharti Enterprises, was reluctant to start will be directed to the App Store on iOS or
an electronic-commerce venture in the Google Play on Android to install the app.
country yet the US retailer is busy making FB drove 146 million page views to mobile
a global online push. app stores over 30 days.
THE MARKSMAN 06
8. Brand MARK ive
Founders – Steve Jobs and Steve Wozniak in
the year1976.
Way back in the 1970‟s when the world was
still getting used to the idea of a computer,
somewhere in a small garage in Los Altos,
California, a revolution was about to begin!
Two best friends, Steve Jobs and Steve
Wozniak, college dropouts, sat in a garage
and made something that would change the
way people interacted with computers.
Apple I & Apple II
Wozniak‟s engineering skills and Jobs vision every minute. Steve Jobs along with a few
for the future gave birth to their very first colleagues visited Xerox (then known as
masterpiece, the Apple I on April 1st 1976, Xerox Parc). After spending three days
which was nothing but a motherboard with a studying the Xerox Alto(the first computer
CPU, RAM and some basic textual video made by Xerox for individual use), Steve Jobs
chips. Although Apple I was not a hit came up with the idea of his next big creation
amongst the then tech savvy people, Steve known as Lisa, named after his daughter with
Jobs knew that he was going to make his former girlfriend. Although Lisa was his
something that would inspire hundreds of baby, Jobs was taken off the Lisa by the then
people all around the world. And so in the president of Apple, Mike Markkula, on the
year 1977, Apple II was born. After being account of being a „poor project manager‟. He
launched at a local computer trade show, then took over the „Macintosh‟ project and
Apple received several orders for the Apple II soon a turf war broke out between Lisa and
and everything was uphill from then on. Macintosh on which project would ship first.
Apple went from being a creation of two Although Lisa won this war and was the first
young and great minds to being a religion product to be launched with a Graphical user
followed by thousands of people across the interface(GUI), it did not do very well
globe. In the years to come, Apple did not commercially since it was steeply priced and
only create better machines but also created did not have a lot of software titles. That‟s
a massive market for itself. when Macintosh made a debut and initially it
In 1980, Apple III was launched and „Apple did very well in the market. But the actual
Computer Inc‟ as a company was growing sales of the Mac took off when later that year,
Apple I Apple II Apple III
07 AUGUST 2012
9. Brand MARK ive
Apple Lisa Lisa Team Lisa Technology
the LaserWriter and PageMaker were the PowerB-ookG3, PowerMacG3, Imac,
introduced and sold along with the Mac. PowerMac G4 Cube. The year 2001 seemed
Between 1983 and 1985, Apple saw a lot of to a very good one for Apple. They
ups and downs. John Sculley who was introduced the Mac OS X in March. In May,
appointed as the CEO by Steve himself, got Apple announced that it would be opening its
into a power struggle with Steve and Steve first official Apple Store in Virginia and
was removed from Apple leaving Sculley as California. In November, Apple forayed into
the head. the digital music player industry and
Over the next few years, Sculley struggled to launched the Ipod which was an instant hit.
keep everyone‟s favourite Apple on top Steve had impressed the Apple loyalists
competing with biggies like IBM and Bill Gates once again. It was like he knew what people
Microsoft. In 1987, Apple introduced the Mac wanted and gave that to them.
II. This machine made the Macintosh line a
viable, powerful line of computers.
Apple was once again a “Wall Street darling”
but wouldn't stay that way for too long since by
1990 the market was saturated with PC clones
and Windows launched the Windows 3.0 Steve Jobs
which could be run on any of these PC-clones. with John
Apple saw many CEOs in Steve Jobs‟absence Sculley
between the years 1993 – 1997. They all tried
in their own way to make Apple better than it Apple has not stopped since then...the
was but none of them were successful. In July MacBook, MacBook Pro, Ipod, Ipod touch,
1997, Apple announced that it would be taking getting into the mobile industry with the
over NeXT – a company started by Steve Jobs Iphone, and now the tablet industry with the
after he resigned Apple. And so Steve was Ipad, Apple is now not just a company, it is a
back in Apple! He made several changes in dream that has shaped the Computer
the corporate strategy of Apple Computer Inc industry, the Music industry and the Mobile
and introduced many new machines such as phone industry.
An operating system that grew out of one
man‟s pursuit of perfection, and pique at
Apple Machintosh - being forced out of the company he founded,
1984 saved Apple from its bad fate. If history had
unfolded a little differently and Jobs had
spent the late 80‟s tending his garden or
touring Europe, Apple might no longer exist,
and the computer, music and mobile phone
industry would be a far different place today.
THE MARKSMAN 08
10. Its all about AD-itude!
ADVERTISER: Eye Bank Association Of India
ADVERT TITLE(S): Eye donation
CREATIVE AGENCY : CODE Red FILMS
Code Red Films created a public service film
for Eye Bank Association of India to deliver a
BRAND: Amul critical message to the masses to encourage
ADVERT TITLE(S): Olympics them to- “DONATE EYES”.
CREATIVE AGENCY: De Cunha Associates The ad is an award winning one at the
Cannes Lion and Thailand Ad-fest to name a
Amul, extremely prompt with their ad few.
campaigns, never misses out on a Holi embodies all the festivity, liveliness and
contemporary issue. The ads act as a motif exuberance of Spring season. It is the
for caricature on the exploits and the festival of letting go of what has already
happenings of the Indian Society and the passed and awaken the hopes and
exploits of both ordinary and extraordinary. strengthen our ties with our friends and
Often witty and funny, Amul has this time loved ones.
kept it rather simple for the Olympics , but Using this as a plank , TVC starts off with an
its impressive nonetheless, for the London old man playing the radio to set off his day.
Olympics. The Sponsors of the Indian The music wakes up the children in the
Olympic team, Amul has wished the Indian hostel. Since it is Holi, the children get ready
team to target gold medals and increase our to play Holi. They are shown filling balloons
tally across a group of sports where India is and collecting gulaal packs. They are shown
traditionally known to be strong in. . to be celebrating and enjoying Holi like every
The idea of using the Olympic theme was to other normal kid, except at the end when
create buzz and excitement among the there is a revelation that the children are
masses for the Olympic 2012 and make blind, when one of the kids accidentally ends
Amul always relevant with the current up pouring water on the radio playing which
trending issue in the country. By showing had started the day .
commitment towards sports, Amul also The question put to the audience is do we
expands its communication as always really need eyes to enjoy and understand
beyond product attributes. the beauty of colors. This question marks
The ads stood out distinctly and created an end to the TVC which is very touching
excitement. They helped in creating buzz and provokes the audience to donate eyes.
and hence achieve the desired impact. It is amazingly crafted and sends across the
message very effectively..
09 AUGUST 2012
11. Everyone has an undying desire to relive their yesteryear golden moments.
How nostalgic do you get when you hear the 'hamara bajaj campaign song'
C or Dhara's salivating jalebbi boy or a 'black or white' Michael Jackson song
you played on your walkman or the Uncle Chips cards you collected. All of
C
O them seem to belong to an altogether different blissful era. Any association
with this era stirs back memories. We always reminisce about the past, and
O
V marketers are quite aware of it. This bittersweet yearning we experience is
V exploited efficiently by the marketers today.
E Marketers today cleverly incorporate the union of the past and the present.
E Nostalgia marketing as a concept is when marketers revisit the golden
R moments of the past and use it as a leverage, to form a strategy to
R emotionally connect with the audience, which may induce them to make a
purchase.
S
S
Back to the Past
A research has shown that youngsters
T
T spend 40 % of their time reminiscing the
O
O past than planning for the future. So going
back to the past is a widespread feeling.
R
R People consider technology as a major
hindrance which creates distance and
Y mechanises our lives, hence when warm
Y feelings and emotions are invoked by sepia
toned visuals of our younger days we
remember a simplistic life.
Thus this is one of the key reasons why nostalgic marketing is a success,
since strains of modernity and technology tend to drain us out .Thus we keep
getting nostalgic about the 'good old days'. Nostalgic marketing also helps
the marketers since they tend to lower the costs. They use the same familiar
images and ideas which not only reduces the risk of running in a poor
marketing campaign but also saves a lot on development front. Today
nostalgia marketing is implemented not only to bring back the deceased or
THE MARKSMAN 10
12. COVER STORY
reminiscing products and their USP, but companies today look at occasions
and anniversaries to remind consumers of the wonder years of the
companies and try involve their consumers in the celebrations.
2 minutes to 25 Years
Last year Nestle India celebrated 25 years
of its presence in Indian market and
launched “Me & Meri Maggi” wherein
Maggi invited its consumers to write in
their favourite moments of Maggi
indulgence. The „Me & Meri Maggi„
campaign has gone a step further this
year with Meri Maggi - 2 minute mein
khushiyan' with Amitabh Bachchan .The
brand has taken the route to dig it's past
where it provides people with a medium to
express their nostalgic journey with
Maggi.
Pepsi Can be Bad too!
Pepsi celebrated the 25th anniversary of
Michael Jackson‟s “Bad” album by coming
out with a special edition of Bad cans, which
was graced by a silhouette of Michael
Jackson on the cans. Michael Jackson was
the brand promoter for Pepsi spanning more
than 25 years. On this special occasion,
Frank Cooper, chief marketing officer,
PepsiCo said that Michael Jackson was the
King of Pop, and he was an iconic figure
and inspiration to fans and artists. Hence an
association with Michael Jackson was
inevitable and goes beyond nostalgia as
they can connect with and honour his
music.
11 AUGUST 2012
AUGUST 2012
13. COVER STORY
Titanic sails down memory lane
The 3D version of Titanic splashed on
screens about 15 years after its original
release date. This re-release marked the
100th anniversary of the fateful day “The
Titanic” sunk. And, this big day gave
James Cameron (the director of Titanic)
a chance to release the epic blockbuster
movie again. He believed it gave a
chance to a whole new generation to watch the movie on screens. Also those
who did see the movie before, saw the movie once again albeit in a different
dimension altogether and allowed bittersweet memories to flood back. The tragic
event, which left a lot of families bereaved, was a moment which would rather be
forgotten. However this helped Mr. Cameron cash in, on this tragic day as it
surpassed skeptic's suspicion and raked in 100 million within the first few weeks.
This movie's release showed that nostalgic marketing when applied to painful
memories too, thrived and this proves that it is just the 'tip of the iceberg' as far
as nostalgic marketing goes.
Does it matter if its black, white or colored?
Everyone finds comfort in their rustic mementos they put away. The sentimental
attachment that they attribute to it, makes it hard not to dwell in the past and this
power of emotion helps the marketers create sales. Today brands go out of their
way to tug at their consumer's hearts and (wallets as well). Every legendary
moment is celebrated today and they want to use nostalgia to lure adults back to
their childhood favourites. Today each and every product has metamorphosed,
keeping up with trends. You may find online versions, special editions and
limited edition products of your favourite things. But your classic vintage product
you cherish and have set aside will always have a special place. So online
version and a classic version is where all marketers have ventured. But
marketers need to remember that it is not just about offering the customers a
chance of reliving their halcyon days and buying brands. Brands, which give
them a chance to rejoice a personal memory from the past, but also trying and
incorporating the relevance of the brand in today's world. So doesn't matter if it's
a bank and white era souvenir but if it is relevant even in this kaleidoscopic
epoch it's the way to go.
THE MARKSMAN AUGUST 2012
12
14. S
S
P
P
E
E
C
C
II
Olympic Games were commercialized in the year 1972. Since then, the Olympic brand
A
A has grown considerably and so have the number of sponsors. The games provide a
good marketing advertisement opportunity to various brands. Olympics are watched by
L very large number of people all over the world. Consequently marketing your brands on
L such a huge platform could prove very beneficial to the brands.
S 2012 London Olympics are no different when it comes to sponsorships. There are many
S brands such as Coca-Cola, McDonalds, P&G, Samsung, Visa, BMW and many more
sponsoring this year's Olympics. This year has been a first for sponsors like McDonalds
T
T and Cadburys- brands we don't usually associate with athletics. This is also being called
as social Olympics with many brands using the social media like Facebook, Twitter and
O
O YouTube to market their products. Almost every other brand has a dedicated Facebook
page to take their campaign forward. Let's look at some of the campaigns launched
R
R during the Olympics.
Y
Y
McDonalds built its largest ever outlet with 1500 seats especially for the Olympics.
13 AUGUST 2012
AUGUST 2012
15. SPECIAL STORY
Cadburys built a hub at Hyde Park where
it is handing out cards that link to
Facebook, Twitter and YouTube. The
cards can be used to send photos,
messages and status updates to
Facebook when scanned at touch points.
P&G has done a tear jerker on the audience with its campaign 'Gold Medal Moms' that
celebrates the role of mothers behind the athlete's success. This by far has been the most
emotional campaign by a brand.
BMW on one hand has launched an
innovative car called MINI that is
being used to ferry sports
equipments. And on the other hand
it has introduced a prototype
electric scooter for visitors to test
drive where they can gauge
reactions and add improvements to
the scooter before launching it, two
years from now. This is a great way
to get visibility for both; it's
hatchback and scooter segments.
Adidas has launched a 'Take the
stage' campaign in which it aims
to give undiscovered talent a
chance of a life time by teaming
them with celebrities. Through this
campaign Adidas is giving
ordinary people a chance to fulfill
their dreams.
THE MARKSMAN 14
16. SPECIAL STORY
Transmedia Storytelling: This is emerging as preferred advertisement strategy during the
Olympics. Integrated Marketing communications tells one story across multiple platforms
whereas transmedia storytelling tells different stories across multiple platforms. Some of the
brands to use this strategy are Samsung, Coca-Cola and Visa.
Coke launched “Move
to the Beat
Campaign” in which
different beats of 5
different Olympic
Games were
recorded. It also built
a pavilion in the
Olympic Village so
visitors can come and
create their own beat.
Visa on the other hand launched the “Go World”
campaign. It celebrates the relationship between
athletes and fans across the globe. Taking this
concept further, fans are requested to record a
cheer for their favourite athletes which will be
shared with the athlete thereby increasing the
connect between them.
Samsung created events across the torch
relay route. At these events, a star would
perform to huge crowds. Samsung would then
capture the photos and upload the photos
online, and the fans would go online and tag
themselves.
Transmedia storytelling engages audiences across the globe and makes them feel more
involved. It requires a lot of planning, strategizing and proper execution.
Be it Social Media or Transmedia marketing, this Olympics has seen all the campaigns
having high people involvement. Many of the brands have touched a chord with the people
and this has already started to show in their sales with Adidas registering an increase in
sales.
15 AUGUST 2012
17. BONUS FEATURE
In the past year there have been various marketing campaigns that have taken the
nation by storm. Some have had enormous budgets that were used to engage people
across segments, while some made a unique positioning statement to get across to
their target audience. As a bonus feature in our anniversary issue, we bring to you a set
of campaigns which you would agree are Zara Hatt Ke! These are campaigns that have
ridden on the powerful wave of social media. You may not have heard of them but they
would nonetheless impress you to say the least!
CHAPPAL MAARO!
If you had the chance, who would you want to #ChappalMaaro?
This was the question that created frenzy on Twitter within 25 minutes of its introduction.
The “Chappal Maaro” Campaign was a unique campaign started by The Bombay Store
along with MindShift Interactive in order to spread awareness about their new range of
Flip Flops using Twitter as the primary platform to engage and interact with the audience
and make „#ChappalMaaro‟ trend. It was strategically planned around the time of the
Mumbai Elections and used the same as a conversation starter.
The campaign received tremendous
response on Twitter with people posting
witty one-liners of who they would want to
#ChappalMaaro. There were over 650
tweets using the #ChappalMaaro hashtag
and nearly 78 unique users participated with
over 150 mentions of The Bombay Store.
The initial Tweets were seeded in and were
greatly promoted by online influencers like
Cyrus Brocha, Ashwin Mushran among
others.
So impressed were people with the
campaign on Twitter that it was lauded as
one of the best campaigns to go viral on the
internet. People not only participated
actively but also endorsed and promoted the
Bombay Store greatly and needless to say,
their new range of Flip Flops flew off the
racks!
The campaign was most active in Mumbai and
Delhi. It was also tweeted in places like London,
Sydney and Hawaii!
THE MARKSMAN 15
18. BONUS FEATURE
Reliance 3G #Feeling Blue
This activity was carried out to create a
buzz around the “Reliance – Android Be
Blue” campaign that had recently
launched in the market. They created a
hashtag which is a popular method of
tagging a Tweet on the popular micro
blogging site, Twitter. The hashtag was
“#feelingblue” and the company started
off by using it to describe Monday
morning blues and tried to change its
negative connotation to that of a
positive one.
Many users joined in and they received
800+ Tweets within the hour. Someone
associated it to high petrol prices by
saying “The Petrol only sticker on my
car seems like the biggest taunt ever
#feelinblue” to brands joining in by
saying “She is definitely not
#feelingblue. Summer bags from
Fastrack”. Some people started getting
curious as to what is this all about. One
user wrote “why are people tagging feel
good with #feelingblue, ye ultti ganga
kabse behne laggi ?”
To increase people‟s involvement, they
made it into a contest and had a mobile
phone as a giveaway. It became the
most trending topic on Twitter for one
day. They also managed to put a
positive meaning to the term “feeling
blue” with only 2% of the total tweets
pertaining to a negative context. Finally
while declaring the winner of the
contest, they revealed the motive
behind all the hoop-la created and
associated it to the Android + Reliance
3G combination.
16 AUGUST 2012
19. BONUS FEATURE
WTF by Maybelline
What is the one thing that annoys most men about their partners? Turns out it is the fact
that “Women Take Forever” (WTF) to get ready! Maybelline cashed in on this insight
and launched its WTF Campaign to give voice to this plight of men.
The FB page of the WTF Campaign gathered
close to 38,000 Indian men in a span of 15
days. In the next phase, the campaign
trended on Twitter with the hashtag #Before
WomenGetReady.
T-shirts were up for grabs for people who
participated actively in the campaign.
Then came the solution for the WTF problem. Maybelline revealed that the answer to
WTF is women going nude, which was the theme of their new “Maybelline BB Clear
Glow Cream”. This was a product which claimed that regular use would give such clear
skin that women would not have to spend hours putting makeup on their faces. They
would instead flaunt their nude skin! Women shared the new Maybelline BB Cream on
their FB and Twitter pages.
This campaign was majorly successful as they identified a very basic customer insight
and through that it not only engaged women, who were their target audience, but also
made men very involved in the awareness process and had a unique reach of more than
6 million people on digital media.
THE MARKSMAN 17
20. FEATURED ARTICLES
INTEL ULTRABOOK:
DOES INTEL EXERT EXCESSIVE CONTROL ON THE COMPUTER
HARDWARE COMPANIES ?
- Abhishek Kumar Jha, International Management Institute, Kolkata
The auspicious occasion of „COMPUTEX‟, the features like self updation of e-mails, extreme
largest computer and technology fair in the light weight (900 gms approx) and extra long
world, had eyes glued on it as Intel Corporation standby to mention a few. This updation may
introduced it‟s Ultrabook concept to the entire have dual effect on the market segment. First,
world. Although the moment was special for Intel, it may spearhead the existing and able
the pressure on the hardware giants remained competitors and second it may create a huge
unseen. Before diving into the explanation of the pressure on the hardware companies. Actually
above said, let‟s go back in sands of time. Just the lion has already tasted the blood being a
after two years of it‟s birth in 1968,Intel had made household name and now it wants it‟s share of
it‟s significant presence felt in the then flesh from the hardware companies. It is not
semiconductor chip market when it‟s share value that the Intel‟s strategy is one sided.
was about $23 per share after IPO(Initial Public Many companies rode on it‟s back and made
Offering).Since then the corporation took a big efficient use of it‟s brand image to grab a large
leap when in 1990‟s it became the dominant market share. The intentions of Intel too are
supplier of microprocessor for PC‟s. The next not to loosen the string this time but to further
year launch of the „INTEL INSIDE‟ marketing tighten it as it plans to invest $300 million in
campaign for Pentium processors made it a near future for this particular project. The
household name. The partnership of Intel with market is flooded with innovative ad
the hardware manufacturing giants like IBM, campaigns leaving no choice for the hardware
Apple, Lenovo, Hp, Samsung and Dell to companies but to include Intel: Intelligence
mention a few added fuel to fire in the sense that Information as their part and parcel. The
these companies made the „Intel microprocessor‟ Ultrabook tagline says “Will our hero match up
a complement of their PCs. to cowboys, knights and martial artists?”.Well
In 2012 the global computer hardware said Intel, now the hero has set out to tame the
manufacturing industry generated a record biasons wearing a cowboy hat with the unique
breaking revenue of $585.4 billion. This is the title of „knight‟, it has earned through years and
time when hardware biasons are breaking the help the martial artists learn the new art of
sales record year after year. winning.
The company has hit at the right spot by
introducing “The Ultrabook” with special added
18 AUGUST 2012
21. FEATURED ARTICLES
Olympic effect: Sharp rise in sports
apparel purchases
-Kritika. R. M, Institute of Financial Management and Research
Olympics 2012 was not just an event or few nations‟ pride but an opportunity for many
businesses, the sports apparel segment in particular to explore the global market and
reach the untouched parts of its market segment to gain customers. Adidas and Nike
took this one step further and used it as a tool to reach the number 1 position and
sustain it in the long term. Adidas, with a market share of 15% in the UK market
invested a huge sum of $201 million in Olympic 2012 to outrun its competitor Nike who
had 18 % market share in the sports apparel segment. The investment made by Adidas
was not just for the event in itself but to reach the estimated 4 billion viewers worldwide.
To add more to this, Adidas was also in charge of 11 nations committee. The result was
18% growth in this brand‟s sales during
the Olympic season.
Nike followed a much different route. Its
pre – Olympic campaign “Find your
greatness” did the magic for it. It had 5
million viewers on YouTube. The
technological innovations in shoes
(Example: Flyknit) which was introduced
in February and the Nike brand players
Adidas official Olympic 2012 poster winning 95 medals in the Olympics
added to the reasons for the increased
Nike purchases.
Consumers started relating the brand
with the sportsperson and started
purchasing the sports apparels which
they felt made their heroes succeed.
The perceived value of the apparels
increased.
Adidas sports gears But the story was not same everywhere.
– London 2012 Olympics India, with a population base of 1 billion
in this market segment comprising of
Flyknit Shoe young customers with ever changing
taste and preferences where not
affected much by the Olympic 2012
scenario. Though India showed more
number of followers this season, thanks
to the social media, the impact on the
sports apparel segment was relatively
very less. Indian market has Adidas,
THE MARKSMAN 19
22. FEATURED ARTICLES
Nike, Bata, Liberty and Puma brands
in its sports apparel segment. 75 % of
the market share is occupied by
Adidas followed by Nike which
commands 15 % of the segment.
Considering the global sales of Nike a
rough estimate can suggest that only
1% of its total sale is from India. And
as its share prices rose by 6 % during
the Olympic season, it can be said that
this brand performed fairly decent.
Adidas considered Olympic 2012 as a
biggest prize which would help in its
brand growth in the fastest growing
Nike Sponsored USA Basketball team markets including India-
the result was not as expected. A decline of 26 % in its sales due to the Rs.870 crores.
Reebok fraud had an feeble impact on the overall sales due to the currency translation,
nevertheless the condition in the peninsular country can still be called bad for Adidas.
The only brand which had a positive sales increase in India was Puma due to the „Bolt
factor‟. Bolt had the maximum number of mentions in Facebook by Asians and this can
directly be linked to the increase of 10-11 % sales of Puma in India, Korea and Japan.
Olympic 2012 had created a visual treat and a magnetic pull to the global population
and major brands which acted proactively had a sharp increase in its product
purchases across the world. But still India, the fastest growing segment with CAGR of
around 34% in 2010-2014 is still an untapped mystery.
20 AUGUST 2012
24. BOOKWORM
Social Media ROI
- By Oliver Blanchard
In his new book, Social Media ROI, Olivier Blanchard attempts to demystify the
biggest question that sits on top of the minds of many business managers: what
exactly is the ROI of social media? And more importantly, why should my
business be using social media and how do we justify the investment?
Blanchard, a frequent speaker on the topic, comes from a marketing and brand
management background and is best known for his “Brand Builder” blog.
Blanchard gives us a refresher course on what social business is and why is it
important. Unlike many drab social media books (and there are plenty of them)
the information presented here is well received and there's a level of depth in
the given examples that's just not present in other books. The amount of detail
presented throughout is a pleasant surprise.
Later on in the book Blanchard dissects how social media can help sales,
customer service, PR and other specific areas of business. Real world
examples of setting up KPI's, establishing goals and tracking progress are
made. It's easy to talk about these subjects, but I like how the author took the
extra step to show us how it's done. The fourth section of the book in particular,
on measurement, is extremely detailed. Emphasis is placed on discovering the
difference between what can be measured and what should be measured and
what a financial and non-financial outcome looks like.
The social media ROI question isn't going to disappear and it's ever important to
grasp what it really is, when it's an appropriate part of the discussion, and the
role it has in business moving forward (especially in the eyes of top tier decision
makers). This is a great read for those looking for answers and clarity on the
topic. Social Media ROI lives up to high expectations and is as thorough, if not
more, than any other book on the topic.
Rating:
3.5/5
22 AUGUST 2012
AUGUST 2012
25. BUZZ
THE CROSSWORD ACROSS
1. A small trading company in
1930-40s in Korea and now the
biggest rival of Apple.
2. An American franchise of
electronics retail stores and
sponsor of Lance
Armstrong’s 2010 Tour de
France cycling team.
6. Which NRI businessman owns
the Caparo Group?
DOWN
1. Cathay Pacific airlines which
claims to be the heart of Asia,
belongs to which group?
3. Which international soap
THE CLUES brand was marketed as having
a purity of 99 44/100%?
4. Which PSU was the principal
sponsor to the Indian
contingent to the London
Olympics?
5. The former chairman of
Proctor & Gamble, Edwin L.
Artzt got a nickname for his
demanding and harsh
treatment towards his
subordinates. What was he
nick-named?
6. What is the name of the
Tablet announced by
Microsoft?
7. McDowells becomes the 2nd
brand to reach 2 Billion $ in
retail sales in India. Which
was the first ?
7. Amul Surface
5. WreckingBall 6-A. SwarajPaul 6-D. 4. ONGC
1-D. Swire 2. RadioShack 3. Dove 1-A. Samsung
THE MARKSMAN 23
26. MEGA REWIND
Rishi R Mehta, Ex-Convener Interface, Batch of 2012,
For the uninitiated, INTERFACE is the THE LEGACY
marketing club of KJ Somaiya, which today Though the club was started in 2009, it was
is growing by leaps and bounds. The need not until 2010-11 that the club burst into life.
for the club stemmed from a strong desire Conducting its first wholly owned &
to have a common platform where managed event in December 2010 for Onida
marketing enthusiasts not just from KJ set the ball rolling. We have not looked back
Somaiya but pan-India could interact. since, conducting a plethora of National and
Through this article, I aim to provide a brief Intra-college level competitions, having a
on what the club is all about, what learning monthly Pan-India magazine (the one you
opportunities it has to offer, both are reading),
professional and personal. This article will conducting various knowledge imparting
not describe the verticals of INTERFACE or sessions within college; the club sure has
its functioning; neither will it serve as a done more than anyone could have dreamed
boasting ground nor a publicity tool and of in a short 2 years. INTERFACE has
should not be viewed as such. I wish to added many feathers to its cap over 2 years,
share my learning from this club (and in but two landmark events stand out.
turn what others can learn by being
associated with it), things that are not
visible to the outside world, and some
reasons why this club has grown from
strength to strength.
THE GENESIS
The inception of this club took place not too
long back in December 2009 (Yes, we are
less than 3 years old!) and is arguably the
youngest club of K. J Somaiya institute of
Management Studies and Research. The • Mr. Nitin Paranjpe, CEO, HUL, gracing
club was started by the enthusiastic 2009- KJ Somaiya‟s campus for the 7th SIMSR
2011 alumnus and was taken to new Asia Marketing Conference, an event
heights by the subsequent batches. wholly managed by INTERFACE.
24 AUGUST 2012
27. MEGA REWIND
• Conducting the inaugural (and KJ one hone one‟s leadership skills. A
Somaiya‟s only) day-long Marketing testimony to this statement are the
Fest, NAVIKARAN, which was an present two convenors.
amalgamation of case study
competitions, workshops and much What makes INTERFACE tick.
more. Navikaran made a bold To the world we conduct many events,
announcement to the world that have a magazine with a Pan India
INTERFACE was capable of presence and seem like a group of
conducting not just stand alone workaholics. But the truth is, underneath
events (case study/ strategy all the hard work and the efforts is the
competitions), but also sustain friendship that INTERFACians share. It is
daylong marketing related activities. because of these friendships &
relationships, (often transcending the
WHAT ONE LEARNS AT INTERFACE boundaries of the club) that the club runs
Some of the aspects of life, of an smoothly. These relationships that
organisation that you learn at INTERFACIANS share with each other is
INTERFACE, you may not get a chance the basis of their trust, and is the reason
to learn/ exhibit for some years to come why they pitch in for each other when the
too after passing out given the amount of need arises. The value of these these
hierarchies there are in corporate India. friendships cannot be overemphasised
Talking from personal experience, this and is the reason why the club is still
club taught me, among many other going strong.
things, how to manage people, and went
a long way in helping me discover the EPILOGUE
kind of manger I could be (OB tells you Interface goes well beyond just
that there are Task managers, and there Marketing. It teaches you to manage,
are people managers. INTERFACE gave and more importantly, work with people.
each one of us the chance to understand You get a chance to exhibit all those
the kind of manager we are more likely to concepts of OB you learn in class. How
be). to set targets using MBO, or use
INTERFACE teaches you not just how to motivational theories to motivate your
get work done vertically (from your peers/ juniors. You get a chance to
Juniors) but also horizontally (i.e. from discover the leader in you.
your peers). It teaches you how to keep Signing off, I would like to thank my
the team motivated at all times, how to Juniors for having given me the
manage time, and in many cases, how to opportunity and honour to pen my
work and respond to stressful and thoughts on the Anniversary of The
adverse conditions. It nurtures and helps Marksman. I hope you enjoy the issue.
THE MARKSMAN 25
28. CALL FOR ARTICLES
SEPTEMBER 2012
2011Articles can be sent on any one of the following
topics*:
1. The Apple-Samsung Battle: What are its
implications?
2. Cat-n-Mouse Chase: Are regional brands giving
big-pocket MNC’s a run for their money?
3. How are companies going out of their way for
new product launches?
*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 from 500-600 words and
MUST be replete with relevant pictures that
can be used to enhance your article.
3. Send in your articles in .doc/.docxformat with
font size 11 (Arial) to:
interface.newsletter@gmail.com
4. Subject Line: Your
Name_InstituteName_CourseYear.
5. Kindly name your file as: Your Name_Topic
The best adjudged article will be given a winner's
certificate. Deadline for submission of the articles: 11:59
PM , 16 September 2012.
26 AUGUST 2012
29. 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
THE TEAM
COVER STORY SPECIAL STORY It’s all about AD-itude
Smriti Sudish Divya Damera Richa Garg
SquAreheaD Brand MARK ive BONUS FEATURE
Pallavi Srivastava Meeta Tilottama Sanyal
Upveen Tameri
TWEETS BUZZ BOOKWORM
Upveen Tameri Nishant Singla Niyati Chamyal
DESIGNING PROOF READ PROMOTIONS
Nitya Kumar Priyam Prasad Nishant Singla
Tilottama Sanyal Hinal Shah Keith Mascarenhas
Niyati Chamyal
Follow us at: Website:
http://www.facebook.com/simsr.interface http://interfacesimsr.weebly.com
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marksman.htm
THE MARKSMAN 27
