1. The MARKSMAN
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 2| ISSUE XI| JULY’12

2. EDITOR’S DESK
Dear Readers,
Welcome to another edition of your favorite marketing magazine!
MARKSMAN starts afresh this year enthused with your constant support
and encouragement. It’s that time of the year when campuses are
burgeoning with enthusiasm, new faces and a lot of questions. At
MARKSMAN we strive to open up a world opportunity and ideas to young
minds. We help you stay ahead of times and think beyond the obvious.
MARKSMAN shall be a resourceful companion in your quest for
knowledge!
With your cover story, Grassroots Marketing, explore the benefits of
reaching your target audiences directly and in a more cost effective way!
Special story on Cause Related Marketing and highlights the mutual
benefit that modern businesses and non profit organizations derive from
this novel means of marketing.
Our Mark-ive, Its all about Adi-tude, Tweets, SquareHead and Buzz will
appeal to all. We would also like to congratulate the winners of our
Featured Articles- Smriti Sudish , Divya Bhatia and Wayne Soares.
Signing off, with some food for thought for all budding marketers “Clarity
triumphs perseverance ”
Hope you enjoy this issue as much as we did making this for you.
Cheers !!
Team – Marksman
The Interface – The Marketing Club of SIMSR
01 JULY 2012

3. CONTENTS
TWEETS
COVER STORY
03
GRASSROOTS It’s all about
MARKETING AD-itude!
04
07
brand
MARK-ive
SPECIAL STORY 05
CAUSE RELATED
MARKETING GLOBAL SIMSR
MARKETING
10 16
SquAreheaD
FEATURED ARTICLES 19
TREND OF ONLINE MARKETING IN INDIA …12
“SATYAME VAJAYATE” MILKING TV RATINGS: FAIR? …13
BUZZ
PRODUCT PLACEMENTS IN FILMS …15
20
THE MARKSMAN
FEBRUARY 2012 02

4. TWEETS
GOOGLE LAUNCHES JELLY BEANS ANDROID
Android 4.1 Jelly Bean, released on July 11th 2012, is the fastest and
smoothest version of Android yet. It is an incremental update with the
primary aim of improving the user interface, both in terms of functionality
and performance, it improves on the simplicity and beauty of Android 4.0,
and introduces a new Google search experience on Android. It is also capable
of adapting itself to present information in different ways depending on the
size of the gadget it is running on.
IKEA LIKELY TO ENTER THE INDIAN MARKET
The global furniture giant IKEA offered a welcome respite for the Indian
markets by an investment of Rs 10,500 crore for setting up single-brand
retail venture. The company has sought government permission to set up
a wholly owned Indian subsidiary and will open 25 stores with an
investment of Rs 4,200 crore in the first phase. The entry of the 24.7-
billion euro Swedish giant will bring in many other positive direct and
indirect benefits for India.
RENAULT INDIA LAUNCHES "THE DUSTER”
Renault India has launched their first genuine volume product, the
Duster SUV in India at a price starting from Rs 7.19 L. Renault's entry
into the Indian Automobile market with Mahindra Logan could not
create an impact as the product failed. If Duster clicks, then there is
possibility of Renault improving its brand image.
VOLKSWAGEN ON A YOUTUBE TEST DRIVE
Volkswagen has created 'The YouTube Test Drive', a campaign which
invites users to post any query they have on the Jetta TSI directly on
YouTube and receive a video response to their questions. The
campaign is currently live on www.jettatsi.com. Some of the features
of the car have been captured through videos laced with humor and
wit. Within a few hours of the launch of the campaign, the YouTube
videos had already gathered more than 6,000 video views.
DENTSU INC.
The 111-year-old Japanese advertising company, agreed to buy
Britain’s aegis group plc in a £3.16 billion (Rs.27,270 crore) deal to
create a global media and marketing network. The purchase is the
second-biggest overseas takeover by a Japanese company this year.
ART OF LIVING NOW ENLIGHTENS THROUGH TABLET PCS
Shri Shri Ravi Shankar's Art of Living has partnered with Bangalore
based EAFT Technologies to launch Android tablets called
"Enlighten" which is preloaded with content for the devotees of Shri
Shri Ravi Shankar.
03 JULY 2012

5. It’s all about AD-itude!
MEDIA: OOH MEDIA
ADVERTISER: JHALAK DIKHHLA JAA
ADVERT TITLE(S): DISCO BALL
OOH AGENCY: MILESTONE BRANDCOM, INDIA
Bringing out the stage away from the Tv to the roads!! Jhalak Dhiklaja
made the roads feel like the real dancing stage for stars.
A gigantic disco ball was placed at a key arterial route in Mumbai –
Mahim causeway. The disco ball, sparkling through the night was set
up on a rotating disc. It was visible from a distance of over 500 metres.
The TV show has rolled out an extensive outdoor media campaign in
over 22 cities. The attempt is to reach all Hindi Speaking Markets
(HSM), with a focused push on metros and 30 priority towns within
HSM.
Milestone Brandcom has executed the campaign across these markets
using a wide array of 1500 high-impact outdoor media touch-points.
The idea of using the ‘Disco Ball’ was to bring out the essence and star
power of the show. It stood out distinctly and created excitement. It
helped in creating buzz and hence achieve the desired impact.
Through high visibility and innovation, the action was brought from the
sets to the streets, creating experience for Brand- Jhalak Dhikhlaja.
MEDIA: TV
ADVERTISER: BENNETT COLEMAN & CO. LTD
BRAND: BOMBAY TIMES
ADVERTISE TITLE: BORN GLAMOROUS
CREATIVE AGENCY: TAPROOT INDIA
Taproot India created a film to celebrate Bombay Times’ 18th
year. It tries to bring out glamour which is the essence of the
supplement and it tries to show how Bombay Times has affected
the lifestyle of its readers.
The TVC shows several young Mumbaikars - a girl, a government
official, a gas cylinder delivery boy, a milkman, a fisherwoman and
a rickshaw driver - all in the best of the fashion. Their dressing
stands out from their surrounding environment given the nature
of work they are into. All through the TVC, a soundtrack keeps
playing in the background whose words go - 'Style maara toh
darna kya, thoda hero bana toh darna kya. Glamour hi hai koi
chori nhi, zara filmy bana toh darna kya'. (What's the harm in
being stylish or glamorous!) The TVC ends with text that says
those who read Bombay Times are 'Born Glamorous'.
TVC is amazingly crafted and it sends across the message
effectively. Bombay Times is serving glamour since 18 years-
taking the credit for City’s style and fashion quotient.
THE MARKSMAN 04

6. Brand-MARK-ive
THE WALMART STORY
Birth of Discount Retailing
Most people think discount retailing began in 1962 – the year
that Kmart, Target, and Walmart first opened. However, in
reality, the chain of variety stores Sam Walton owned during
the 1950s faced stiff competition from many regional
discount stores.
1962 – WALMART BEGINS
Before opening Walmart, Sam travelled the country studying everything he could about discount
retailing. He became convinced American consumers wanted a new type of store. Trusting his vision,
Sam and his wife Helen put up 95 percent of the money for the first Walmart store in Rogers, Ark.
1972 – WALMART GOES PUBLIC
Discounters such as Kmart quickly expanded in the 1960s, while Sam only had enough money to build
15 Walmart stores. In 1972, Walmart stock was offered for the first time on the New York Stock
Exchange. With this infusion of capital, our company grew to 276 stores in 11 states by the end of the
decade.
THE 1980S – WALMART COMES OF AGE
In 1983, the first Sam’s Club members-warehouse store opened. The first Supercenter opened in 1988,
featuring a complete grocery, and 36 departments of general merchandise. By 1989, there were 1,402
Walmart stores and 123 Sam’s Club locations. Employment had increased tenfold. Sales had grown
from $1 billion in 1980, to $26 billion.
THE 21ST CENTURY – ONE OF THE MOST SUCCESSFUL RETAILERS IN THE WORLD
Today, 10,185 stores and club locations in 27 countries employ 2.2 million associates, serving more
than 176 million customers a year. Its basic value has always been, and always will be, customer
service.
WALMART DISCOUNT STORES WALMART SUPERCENTERS
The first Walmart Store that opened in 1962 was a Supercenters were developed in 1988 to meet the
discount store. Today there are 624 stores offering a growing demand for convenient, one- stop family
pleasant and convenient shopping experience across shopping, main essence being- Every Day Low
US. The size of an average store is 108,000 square Prices. It is a combination of full grocery and
feet. Each store employs 225 associates. general merchandise.
These stores feature wide, clean, brightly-lit aisles There are 3,029 Supercenters, and most are open
and shelves stocked with a variety of quality, value- 24 hours. Supercenters average 185,000 square
priced general merchandise, including- Family feet and employ about 350 or more associates.
apparel, Health and Beauty aids, Electronics, Toys, Supercenter groceries features- Bakery goods,
Lawn and garden items, Jewellery, Automotive Meat and dairy products, Fresh produce, Dry goods
products, Home furnishings, Hardware, Sporting and staples, Beverages, Deli foods, Frozen foods,
goods, Pet supplies, Housewares etc. Canned and packaged goods, Condiments and
05 JULY 2012

7. Brand-MARK-ive
spices, Household supplies, etc. Most more. Many have pharmacies as well.
Supercenters also have many specialty shops such
as: Vision centre, Tire & Lube Express, Brand- Walmart.com
name restaurants, Portrait studio and one-hour Founded in 2000, Walmart.com brings the
photo center, Pharmacy, Health Clinic, convenience, great merchandise selection,
Employment Agency, Hair salon, Bank, etc. friendly service and Every Day Low Prices of your
neighbourhood Walmart to the Internet.
WALMART NEIGHBORHOOD MARKETS Walmart.com features more than 1,000,000
Walmart Neighborhood Markets offer a quick and products, plus easy-to-use music downloads and
convenient shopping experience for customers digital one-hour photo services. During the
who need groceries, pharmaceuticals, and holidays, Walmart.com features many special
general merchandise all at our famous Every Day offers available only online. It’s also a convenient
Low Prices. place to find out about our exciting in-store
First opened in 1998, there are now 199 Walmart holiday specials. With Site to Store program, one
Neighborhood Markets, each employing about 95 can purchase items at Walmart.com and then
associates. A typical store is about 42,000 square have them shipped free to its local store for
feet. pickup.
Walmart Neighborhood Markets feature a wide
variety of products, including: Fresh produce, SAM WALTON’S SECRET- GIVE YOUR
Meat and Dairy products, Frozen foods, Dry goods CUSTOMERS WHAT THEY WANT
and staples, Health and beauty aids, Stationery In his autobiography, Sam said, “… if you think
and paper goods, Drive-through pharmacy, Deli about it from the point of view of the customer,
foods, Bakery items, Canned and packaged goods, you want everything: a wide assortment of
Condiments and spices, Pet supplies, Household quality merchandise; the lowest possible prices;
supplies, One-hour photo centre. guaranteed satisfaction; friendly, knowledgeable
service; convenient hours; and a pleasant
WALMART EXPRESS STORES shopping experience. You love it when a store
The first two Walmart Express test stores opened exceeds your expectations, and you hate it when
in June 2011 in Northwest Arkansas. Walmart a store inconveniences you, gives you a hard
Express has been created to offer low time, or pretends you’re invisible”
prices every day in a smaller
format store that
provides convenient access for
fill-in and stock-up shopping
trips. The stores give Walmart
flexibility in serving customers,
especially in rural and urban
areas where shoppers may not
have access to larger stores.
The Walmart Express test
stores average 15,000-square-
feet and offer groceries and
general merchandise,
including an assortment of
fresh produce, dairy and meat,
dry goods, consumables,
health and beauty aids, over-
the-counter medicines and
THE MARKSMAN 06

8. C
O
V GRASSROOTS MARKETING
E
R
In today’s world which is all about startups and people armed with just an idea of a
product or a service and little or no funding even to prototype the product, one can’t
even dream of giving competition to big wigs like Pepsi Co. and HULs of the world in
S terms of marketing or advertising ones products. So what hope does one have of
surviving in the world of multi-million dollar advertising budgets? Of not getting lost
T in the jungle? The answer of course is Grassroots marketing.
O
R WHAT IS GRASSROOTS MARKETING? idea or a product that has good
As the names suggests this type of marketing functionality and only visibility is your
Y works at the basic level and doesn’t care about problem.
the bells and whistles usually associated with
costly advertising campaigns and other GRASSROOTS MARKETING
marketing methods. Grassroots marketing is VS VIRAL MARKETING
the opposite of mass marketing, which Viral marketing can be taken as an analogy
broadcasts a product message to the vast and also works on a similar concept. The
general population in hopes that it will difference though is that whereas viral
resonate with a small portion of that group. In marketing dies down as fast as it goes up,
grassroots marketing, the idea is to directly meaning the efforts put in are not sustained
connect with a product or service's most and limit to creating just an initial buzz,
logical potential customers at their places of grassroots marketing deals with a sustained
work, commerce and leisure. It could also be effort over a long period and requires a
done at the store itself by means of free much longer commitment. Whereas viral
product trials and works best if you have an marketing might be used as just one of the
07 JULY 2012

9. COVER STORY
current revenue is 90 million Canadian dollars.
This goes on to show the simplicity and
effectiveness of a grassroots marketing
campaign.
R E L E VA N C E I N TO D AY ’ S W O R L D
The argument could be that with such easy
access to social media and with its humongous
footprint, is it not easier and more effective to
use social media marketing which would also
reach more people than let’s say a flyer or a
ways to promote a product or a service, small sign post. Well it would definitely reach
grassroots marketing can be used in place of an more people but how many of them will
entire campaign. Viral marketing is a term that is remember it after five minutes? The problem a
being used very loosely these days and the social marketer faces these days is of very short
media craze only adds to this. Grassroots attention spans and generating brand recall
marketing is often more widely used without when it matters the most, which is time of
people actually knowing about it. purchase. So grassroots marketing works despite
reaching a narrower customer base as more
DOES IT WORK? people from that proportion convert into
Grassroots marketing is usually used by startups purchasers which is the ultimate target of every
and cash strapped organizations so although they campaign
might be locally very well received and
successful, majority of the people rarely get to SOME SUCCESSFUL EXAMPLES
know about it. But some unique examples are Häagen-Dazs, the high end ice crème brand used
there of companies which hit it big using grassroots marketing to promote its 5 new, all
grassroots marketing. One of the most successful natural flavors in 2009. It used “SheSpeaks”, a
and popular grassroots marketing campaign was word of mouth sampling party to promote and
create a buzz around the new flavors before the
launch. It not only gave them much needed
publicity for the new flavors, but also
valuable feedback
from actual
customers. Also,
recommendation
from your peers or
friends is more
run by a company called “1-800-GOT-JUNK?” The credible than a
owner put up signboards on electricity poles polished ad
reading just the name of the company which campaign and hence
incidentally was also the number which needed the concept worked
to be called to get rid of any unwanted junk. It very well.
had cost him around $1.5 for each board. Its
THE MARKSMAN 08

10. COVER STORY
Another good and very recent example is of
“Turn this ship around” campaign. With the US
presidential campaigning in full swing,
Republicans have come out with an
advertisement showing Democrat Barack Obama
as an arrogant, steadfast captain of a ship
heading in the wrong direction. It is now gaining
mass popularity as more and more Republicans
have started using this advertisement in their
campaign for the elections.
To sum up, in the current times with cut throat
competition and differentiation being the only
key, grassroots marketing is your key to steer
clear of the clutter and be out of the ordinary
Another controversial yet popular ad campaign and in the customers face. It forces the viewer to
was by Acclaim Entertainment, a computer game take notice because now he can even fast
company. It offered relatives of recently forward through the TV commercial with a click
deceased people to let them put a small poster of a button and with it goes all the money spent
of a character of their upcoming game, “Shadow in making and airing the commercial. As the
Man: 2econd Coming” on the tombstone of the saying goes, “Grass is always greener on the
deceased. It generated a lot of controversy and other side of the fence”, we hope marketing
as the saying goes; no publicity is bad publicity, experts realize this and adopt grassroots
Acclaim Entertainment got a lot of attention for marketing and we get to see more innovative
the campaign. methods of marketing.
09 JULY 2012

11. CAUSE RELATED
MARKETING
Cause Marketing or Cause-related
S Marketing refers to a type of
marketing involving the cooperative
P efforts of a “for profit” business and a
non-profit organization for mutual
E benefit. This term can be generalized
C to refer to any type of marketing effort
for social and other charitable causes.
I With increased internet penetration,
cause marketing has been conducted
A increasingly through online channels
in the last decade and it has no longer
L been restricted to offline strategies.
S Cause marketing can take on any forms including a. Product, Service, or transaction
specific, b. Promotion of a common message, c. Product licensing, endorsements and
T certifications, d. Local partnerships and so on.
Cause related marketing is a powerful marketing tool that business and non-profit
O organizations are increasingly leveraging.
Cause related marketing should not be confused with corporate philanthropy and
R corporate sponsorships. Corporate philanthropy takes place through direct monetary
gifts to a non-profit. Corporate sponsorship is a bit closer to cause marketing since the
Y corporation gives the non-profit money to hold an event, run an art exhibition or other
time limited activity.
Cause marketing can have various benefits, both for the society and the organizations
involved in it. It can improve social welfare, drive sales, increase market value of a
firm, enhance the public image of the company to name a few. Cause marketing can
affect a brand of the company in a drastic way. It can create a sense of brand
community and elicit brand engagement.
Many companies have shown breast cancer as a cause. For eg. American Express
contributes a percentage of their income to Breast Cancer foundation in USA.
THE MARKSMAN 10

12. SPECIAL STORY
ITC has Enduring as its core value. For every classmate notebook you buy, ITC
contributes Rs.1 to its rural development initiative that supports primary education in
villages.
Tata Group runs Endowment Schemes to provide higher education for deserving
Indians, presented the first corporate sustainability report, social services—the thrust
area rural development, community health, basic education and vocational training. It
also spends on basic infrastructure and disburses money through various charitable
trusts and relief and reconstruction societies.
A V Birla Group’s initiatives are channeled through The Aditya Birla Center for
Community Initiatives and Rural Development spearheaded by Rajashree Birla (wife of
Aditya Birla). All the Group companies are dedicated to social development. Hindalco
an AVB group company is an epitome of cause related marketing.
11 JULY 2012

13. FEATURED ARTICLE
ETHICAL SHOWS LIKE SATYAMEV JAYATE MILKING
RATINGS OUT OF PEOPLE’S MISERY: FAIR?
- Smriti Sudish, SIMSR
AGENT OF CHANGE OR MARKETING?
Come April we were asked to keep our indolent Sundays free since Mr. Aamir Khan requested for a heart to
heart conversation with TV audiences as “ dil pe lagegi tabhi baat banegi”. He captured public imagination
with his new show by displaying a new Indian dysfunctionality every Sunday which a modern, educated,
India may think is non-existent. He looks like an agent of change, a torch bearer at the end of the tunnel.
So, no qualms about its success since the popularity of its inaugural show splashed on twitter, where female
foeticide trended as number one story for the day .
But as the show is on route to being telecasted for a second season, questions on its intentions and its
celebrity host Aamir Khan’s misty-eyed look with over emphasis on its studio audience reactions, one
wonders whether all the brouhaha is overstated. So while the show gives us a glimpse into the victims life,
their plight and sorrow which is served to us marinated with entertainment, may seem inconsiderate
towards the contestants.
Ethical being a very subjective word , we define it as, moral principles that govern a person's or group's
behaviour. The meaning of "ethics" is hard to pin down, and the views many people have about ethics are
shaky.
MISERY LOVES COMPANY
So is milking TV rating out of people’s misery, ethical? Probably No. But misery loves company. The victims
shared their heartfelt stories ingenuously, with the sole intention of an increased awareness among people.
Earlier, shows like Kaun Banega Crorepati season 5 too sieved through contestants, for those who have
rousing backgrounds. As the cameras panned into the prospective candidate’s homes, special video
montages were being prepared.
Puppeting human emotions to generate TV ratings is a common practice, so when Aamir judiciously sheds
tears, nods in disbelief ,and chokes amid sentences it may seem over the top, but a greater good arising
from it like bills getting passed and medical licenses cancelled should be considered.
TR(A)P OF THE TRPs
Child sex abuse and Dowry are evils we greet everyday in our newspaper. It takes more than rallies,
activism and demonstrations to make an impact. It needs a effective communicator and painstaking
research on these issues. This is what satyamev jayate has done with sheer conviction via tailor made
multilingual offering for the viewers.
Mr. Aamir has devoted 2 years, to spearhead this project into reality. So, agreed. A well marketed man like
Aamir did fall prey to industry norms by trying to pull audiences’ strings by selling emotions. But what
matters is whether the message comes through. He took the concept of activism, which is normally
considered as an elitist’s prerogative, to convert it into a common man’s platform and converted those
TRPs into commercial success.
SSR: SUNDAY SOCIAL RESPONSIBILITY
Mr.Aamir did ignite a certain spark of flame within the audience, but this again is just a spark, it needs to
spread into a fire. Technically speaking, when the victims, unabashed, share their experience it must be
taken as a cue to start up with something. If just thought of, as a Sunday reality show, which people view to
enjoy and later forget won’t suffice.
The audience reactions can be gauged by this poll, but even if 1% of the families that follow this show
decide to take action against any societal evil, the purpose seems fulfilled even amidst all the tamasha and
rona dhona !
THE MARKSMAN 12

14. FEATURED ARTICLE
PRODUCT PLACEMENT IN FILMS
- Divya Bhatia, Welingkar
Are traditional methods of marketing dying? If you TYPES OF PLACEMENTS
don’t believe in it, try to answer these simple
questions:
Do you flip advertisement page while reading a
magazine?
Do you fast forward commercials while watching
the television?
Do you have spam filter in your electronic mail
box? BEGINNING OF TREND
Do you change the radio station when you hear This concept of embedded marketing is not new. It
the commercials? has been into use from the 19th century. The
The answer to most of the questions must be yes. earliest reference of a product placement comes in
The reason behind this is that the existence of so the 1940’s Film “Chalti Kaa naam Gadi” with the
much advertising makes advertising less effective. brand Coca Cola and Vodka. Even this was used in
People don’t pay attention to ads anymore. earlier times in medium such as print media,
Researches show that 80% of advertisements are newspaper magazines and particularly in novels.
skipped. Thanks to increase in technology which PROCESS
gives the consumers option of skipping the In some cases marketing is done free of cost
advertisements by using applications such as because producer is getting benefited by use of
digital recorders, remote control and add blockers. products such as free usage of clothes and
Marketing by traditional methods is becoming accessories. But in other cases producers do
difficult day by day, so marketer comes with this charge some amount from marketers which helps
idea of embedded marketing or product producers in meeting their expenses.
placement where chance of skipping is less. MEDIUM OF EMBEDDED MARKETING
After trying so many methods of marketing, Movies and serials: The best method of embedded
brands are coming with embedded marketing or marketing is by placing it in TV program or movie in
product placement as a new vehicle for reaching which audience see the gadget being used by their
the customers. It is not like the TV and radio favorite stars.
advertisements which convey the message Videogames: Online/Virtual placements aimed at
directly. Here product is placed in front of the the elusive 18-34 years old demographic. As they
consumer. It helps in increasing brand recall and are moving to more interactive forms of
its instant awareness at the time of purchase. entertainment (video games, internet)
These insertions are not in the advertisement Travel: Travelling vans are used for advertisements
breaks as most of the people skip the breaks. They of products such as Gillette.
are places at integral parts so the visibility of the Radio: Brand names are used repetitively in Music.
product increases and reaches a targeted audience Sports: Embedded marketing has been prevalent
which is receptive. in sports from national sports to sports at school
Purpose of marketing is delivering the brand to level. Camera lingers on logos of sponsors on
people. By product placement or Embedded player’s t- shirts and paintings on fields, just a little
Marketing marketer is ensuring that brand is lived, too long before shifting back to main action.
breathed and delivered to customer. Publishing- In comic books, newspapers and novels
13 JULY 2012

15. FEATURED ARTICLE
CHALLENGES WHILE DESIGNING EMBEDDED
WHO ARE REAPING THE BENEFITS MARKETING
Automobile industry: Is finding this marketing to be Compared with others forms of marketing
very attractive. Ford took place in James Bond’s Embedded Marketing is giving better results.
movies. Nissan cars feature outstandingly in the However, a number of issues need to be kept in
television series Heroes (2006–2010) where the mind while utilizing Embedded Marketing.
logos frequently zoom in/out or whole cars are
Relevance of product to the situation should be
shown for seconds at the opening of a new scene.
there. Language and designing of script need to
Computer & electronics: Apple frequently pays for
be considered. Product placement turn into
embedded marketing. It pays not in terms of
deceptive and undisclosed when product is not
money but in terms of product.
in line with storyline.
And like any other marketing campaign success
of this embedded marketing campaign depends
on a number of factors. A famous star may
draw attraction to the product but would not
augment sales. Product placements must
remain relevant to the storyline.
Another factor to be considered is that success
of product placements is reliant on the success
of the movie and consequently its reach, so
selection of movie or serial must be done
carefully to make marketing success. Success
Tobacco: Tobacco companies make direct payment which will be determined will be qualitative as
to stars for using their product. However they do it is not possible to evaluate Product
not express it openly or don’t reveal the amount. Placements from a sales-generation
Food and drink: Hippo in comedy circus perspective.
EXAMPLES
In Reality shows like India’s got talent judges are
endorsing accessories’ brands.
The movie “Dilwale Dulhanyiyan Le Jayenge” of the
1990s was a victorious story of introduction of
“Stroh bear” in Indian market.
Shahrukh endorsed Santro Zip drive in the movie
“phir bhi dil hai hindusthani”
NEGATIVE SIDE
Brand permission: Using the brand name without
Lays in MEIN HOON NA
permission from owner. Like in case of Dabaang,
Zandu Bam Company filed a case against the
director of movie and later an outside court
settlement had to be made.
Product displacement: Brands do not want their
product to be portrayed negatively. Mercedes
refused to allow their products to be used in non-
flattering settings such as in slums in Slumdog
millionaire.
COCA COLA in TAAL
THE MARKSMAN 14

16. FEATURED ARTICLE
INCREASING TREND OF ONLINE SHOPPING IN INDIA
- Wayne Soares, Xavier Institute of Management & Research
My last four sneakers have been from Myntra.com cold feet and have a last minute change of mind.
and Bestylish.com, my current phone from Conversely, which retail store would actually pull
Flipkart.com and collectively these 3 websites are a out money from their cash register and hand it
must see for me every day as I scan offers, tempting over to you with a smile?
myself into a realm of fantasy purchase. Questioning India’s readiness for online
Fantasy purchase is exactly what online shopping shopping is so out of order, because Indians
has become in India and while it’s true that the aren’t only ready but are frequently acting on
money paid is real, the offers and discounts seem the many seductive offers thrown at them by
surreal. It’s often wondered how a Nike and Adidas online retailers.
pair which are leading sports shoe brands globally
Customers love price decreases/discounts
can be worth a fraction of the MRP as available in
especially if the company can share the benefits
stores. And while it often astonishes the customers,
with them and with the elimination of some
they are all too ready to key in his bank details and
parts of the supply chain, these online retailers
make a purchase. There will be those naysayers who
think giving out bank details is risky but with an can well afford to sit back and offer timely baits
option like Cash on Delivery, it’s a winner takes all for repeated low involvement purchasing
situation. Online shopping in India has thus behaviour.
effectively altered perceptions of High Involvement Offers like “Sign Up or Refer a friend and get Rs.
Purchasing to a considerable Low Involvement 1000 off” are something traditional retail stores
Purchase mentality. will never in our lifetime ever think of offering.
Case in point of a mobile phone which is carefully The entire retail ball game has changed due to
reviewed a million times by youth who are all too the very disruptive innovation of people being
keen to get the best features at amazing prices, able to navigate, choose, order, pay, receive and
now seldom think twice before buying them reject at no extra charge, sitting entirely in the
online. Cue – Best Rates for First Grade Products. comfort of ones living room vis-à-vis running to
This titanic shift has emanated and now is slowly malls and stores and haggling with errant
hitting the retail stores hard. A phase existed storekeepers who more often than not have
where online shopping was considered grave risk, neither the right attitude nor product
but rock bottom prices and extensive variety have knowledge.
made consumers act/behave in rather peculiar While all seems hunky dory with online
ways. shopping, there still lies the Indian mentality of
The Indian culture is known to appreciate ”Free touch and feel where sans it; people just refuse
Stuff”, be it Free food, Free drinks and now with to make a purchase and poor internet
online shopping, Free Shipping and even Free penetration which definitely disturbs the entire
Return Policies should the consumer develop online shopping landscape. However, these
challenges are slowly being dispelled with
results there for all to see. With an estimated
market expected to touch Rs. 7000 crore by
2015, it’s not long before we start talking about
the demise of traditional retail.
Consumer behavior has changed so much that
now everyday life actually comprises Eating,
Praying and Shopping Online!!
15 JULY 2012

17. SIMSR GLOBAL MARKETING CONFERENCE
MARKETING METAMORPHOSIS
Transforming Lives …… Nurturing Lifestyles
What could be the co - relationship between Chaos Theory, Butterfly Effect and
Marketing? Seemingly none on the first inspection.
Edward Norton Lorenz (May 23, 1917 – April 16, 2008) was an American
mathematician and meteorologist, and a pioneer of Chaos Theory. He coined
the term butterfly effect. Lorenz built a mathematical model of the way air
moves around in the atmosphere. As Lorenz studied weather patterns he
began to realize that they did not always change as predicted. Minute
variations in the initial values of variables in his twelve-variable computer
weather model (c. 1960) would result in grossly divergent weather patterns.
This sensitive dependence on initial conditions relative to widely dispersed
outcomes came to be known as the butterfly effect.
So what does this have to do with the function of
marketing? If one inspects the butterfly effect statement, it
appears that seemingly insignificant actions could over time
affect or evolve into great extra ordinary results that were
not conceived in the original action. Keeping target
customers as the central focus point, small actions carried
out by companies could build up into huge profitable
returns. This would be more true than ever before in the
highly turbulent and competitive marketing landscape. On
the flip side, a small comment by a consumer put up on
social media like facebook or twitter could build up into
something very big, going by the logic of the butterfly
effect.
Therefore, successful marketing needs to move beyond
identifying consumer needs and serving them profitably.
The function of marketing would have to necessarily extend
into transforming the lives of consumers through providing
necessary products / services for a comfortable and healthy
living but also providing the ways and means to nurture his
lifestyle.
For emerging markets like India, the power of observation to transform
lives is the biggest marketing tool. Companies like Tata Motors have
used frugal engineering to build cars like the Tata Nano. Mahindra &
Mahindra have developed the 15 HP tractor Yuvraj 215 for the small &
marginal farmers of India. Yuvraj 215 is expected to expand the tractor
market at the bottom end of the pyramid and enable the small and
marginal farmer to maximize yield by leveraging mechanization. The
Target Group for the Yuvraj 215 is primarily those farmers who are
dependent on farming with bullocks and seek to increase their land
productivity at an affordable cost. This brand is a key part
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18. SIMSR GLOBAL MARKETING CONFERENCE
of Mahindra & Mahindra’s vision to go beyond retailing of tractors and focus on creating rural prosperity
through design, manufacture and marketing of appropriate farming technology. Considering that 80% of
the farmers in India are still dependant on non-mechanized means of farming, the role that Yuvraj 215
will play to bring about rural prosperity is immense. This would impact the lives and lifestyles of rural
India in unknown ways, bringing to the fore once again the butterfly effect.
User generated content being uploaded on facebook and youtube have relocated the locus of control
from the company to the consumer with respect to brand building. Websites like www.cashurdrive.com
have given a different meaning to the concept of ambient media. A consumer could register his car on
this website, rent out his car exterior for carrying company ads and get paid for the same depending
upon the distance traversed by him / her every day and the extent of car exterior rented for carrying the
company advertisement. Thus a consumer could recover his fuel expenses partially or totally, depending
upon the deal entered into with www.cashurdrive.com.
While organized retail is giving stiff competition to the unorganized sector in India, emergence of
websites like easyration.com offer not only price advantage but also convenience to the consumer
wanting to save both time and money while shopping for groceries and other daily necessities. As
online shopping for groceries gains prominence, it would be a tough challenge for the organized retail to
define their competitive space. Further, websites like www.snapdeal.com which give out sales
promotions offers have converted sales promotion as not just a short term incentive but an instant
incentive to boost sales.
Deficient infrastructure in both the rural and urban markets
presents its own marketing developmental challenges. There is no
doubt about the correlation between infrastructure development
and opening up of marketing opportunities. With technology
becoming the biggest enabler for all stake holders of the marketing
function, there are newer opportunities and methods of marketing
just waiting to be explored.
K.J. Somaiya Institute of Management Studies & Research (SIMSR) and Interface proudly present
the 8th SIMSR Asia Marketing Conference.
With its theme for this year – “Marketing Metamorphosis”, the conference looks to elaborate on
these aspects and more. It is a conference which gives the best marketing minds to share their
work with the world. Participants from US, UK and APAC region convene to deliver their marketing
work which changes the marketing landscape.
The last date for abstract submission is August 27, 2012 (Monday). Abstracts are to be submitted in
soft copy only at simsrglobalmktg@simsr.somaiya.edu OR simsrglobalmktg@gmail.com.
For further details please visit
http://simsr.somaiya.edu OR http://simsr.somaiya.edu/simsr/sgmc/index.html
17 JULY 2012

19. SIMSR GLOBAL MARKETING CONFERENCE
Conference Objectives Conference Dates
To offer a platform for marketing practitioners, academicians and 4th & 5th Jan, 2013
researchers to: For Whom
1. Analyze and share their knowledge and experience of cutting 1. Marketing Academicians
edge innovations in marketing. 2. Marketing Practitioners
2. Discuss possible strategies and strategic options to overcome 3. Doctoral Students
the challenges of technology, competition, and changing 4. Marketing Researchers
consumer profile/behavior.
3. Analyze, understand and develop strategies to cope with the
ever changing marketing landscape.
Areas of Interest Industry Stalwarts on the Advisory Board
 Brand Management Dr. Bhaskar Das
 Consumer Behavior President, The Times Of India Group, Bennett Coleman
 Corporate Social Responsibility & Co. Ltd. (BCCL)
 Customer Relationship Management Mr B S Nagesh
 E-Commerce Founder – TRRAIN
 Innovations In Marketing / Sales / Distribution / Product Dr M G Parameswaran
Development Executive Director & CEO, Draft FCB Ulka
 Integrated Marketing Communications Mr Sanjiv Sarin
 International Marketing Regional President, Tata Beverages, South Asian
 Marketing To New Emerging Segments Region
 Positioning And Re-Positioning Strategies Dr Satyendra Upadhyay
 Pricing Innovations Consultant(India-China Trade Relations)
 Retailing
 Rural Marketing
 Services Marketing
 Social Marketing
 Social Media Network Marketing
 Any Other Marketing Related Areas
Conference Academic Partners
College Of Business & Public Administration Xiamen University
California State University China
San Bernardino, USA
Venue
K.J. Somaiya Institute of Management Studies & Research,
Vidyavihar (East),
Mumbai – 400 077, India
Website: http://simsr.somaiya.edu
Email: simsrglobalmktg@simsr.somaiya.edu / simsrglobalmktg@gmail.com
Phone: +91 22 6728 3000 / 3050 (Board)
Fax: +91 22 2102 7219
THE MARKSMAN 18

20. SquAreheaD
19 JULY 2012

21. BUZZ
THE CROSSWORD THE CLUES
ACROSS DOWN
1. "Bholu" the guard is the mascot of which 4. One theory suggests that the name of the
organisation? company was derived from sandwiching of
2. This is a hill at Manmad, Maharashtra cream between two cookies.
was the inspiration for this company's
logo?
5. The founder of which famous iconic brand
3. The founder of which company was
inspired by his sister while she was
named it after his elder brother's son
applying a mix of Vaseline and coal dust and it had marked the arrival of
to her eyelashes? The pic shows the advertising agency given in the pics?
earlier name of the company.
4. Which car, based on the Morris Oxford 6. Sharabha is a mythological creature having a
model, is fondly called as "The King of body of a lion and the head of an elephant, was
Indian Roads" and is owned by the chosen as the logo of which brand?
company given in the pic?
8. Which company, owned by the group
shown, is known for introducing the first 1/9. Which photo sharing platform, launched in
anti-gravity watch, first pocket watch Oct 2010, has a distinctive feature of confining
with two time zones and the T-Touch photos to a square shape?
technology?
9.Instagram 8.Tissot 7.Ambassador
6.MysoreSandal 5.Vimal 4.Oreo 3.Maybelline 2.ThumsUp 1.IndianRailways
THE MARKSMAN 20

22. CALL FOR ARTICLES
AUGUST 2012
Articles can be sent on any one of the following topics*:
1. Olympic effect: Sharp rise in Sports Apparel purchases
2. Intel Ultrabook - Does Intel exert excessive control on
computer hardware companies?
3. Personalized services in Organised Indian Retail:
sensible or irrational?
*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/.docx format 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 August
2012.
21 JULY 2012

23. 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
Upveen Tameri Yash Chamaria Hinal Shah
SquAreheaD Brand MARK ive COVER & DESIGN
Pallavi Srivastava Hinal Shah Tilottama Sanyal
TWEETS BUZZ PROOF READING
Sujit Mishra Sujit Mishra Niyati Chamyal
SIMSR GLOBAL MARKETING PROMOTIONS
Keith Mascarenhas Keith Mascarenhas
Vibhav Shukla
Follow us at: Website:
http://www.facebook.com/simsr.interface http://interfacesimsr.weebly.com
THE MARKSMAN 22

24. MARKSMAN
The