Upload
sumit-raj
View
225
Download
0
Embed Size (px)
Citation preview
8/4/2019 First Issue Mark Mantra
1/12
Dear readers,
Welcome to the first edition of
MarkMantra, the marketing newsletter of
XIME.
MarkMantra brings to you, every fortnight, a
variety of articles, cases and trivia in market-
ing. The purpose of this newsletter is to bring
to you the current trends and the fundamen-
tals in marketing. Each issue of MarkMantra
would consist of a case study, a quiz, a few
articles an interview of a distinguished per-
son, and lots more. It will also highlight the
events of MarkXIME, the marketing club ofXIME.
We also invite solutions to the case studies.
The best solution will be printed in the subse-
quent issue of the newsletter. So, your partici-
pation is a key ingredient in the success of our
newsletter.
We, at MarkMantra continuously strive to
bring to you the best information in marketing
field. This newsletter would help the people
who are interested in marketing to get an in-
sight into the field and also be abreast with
current happenings.
This particular issue of MarkMantra is a
Teachers Day special and is dedicated to all
the teachers who have taught and inspired us
at every step.
We look forward to some great articles and
case studies from you as well.
Happy Reading!!!
have for their teacher.
The sequel to the advertise-
ment had the same person
(Bomi Dotiwala) cast as the
teacher as in the previous ad.
More on Pg 5
With teacher-student relation-
ship as its theme, Raymonds
has come up with three Tele-
vision Commercials .The first
one was designed by the ad
agency Frank Simoes. In the
ad, students bid farewell to
their teacher with a Ray-
monds fine fabric gift and a
thank you note saying To
the Man who taught us every-
thing. Thank You. The ad
beautifully brings out the
love and respect students
MarkMantra
Raymonds Tribute to Teachers
Special points of interest:
A professionals point of
view about the world of-
Sales
Integrating the theme of
teachers into marketing
Importance of a name in
marketing.
Insight into Rebranding
Creating a Niche
Marketing an NGO
Inside this issue:
In Conversation with
Prof Vasant Cavale2
Education in Mar-
keting
4
Raymonds Tribute
to Teachers5
Whats in a Name? 6
An insight into
Heros Rebranding7
Niche Marketing 8
Case Study 9
Volume 1, Issue 15th September 2011
Th e Panch a t an t ra o f Marke t ing
8/4/2019 First Issue Mark Mantra
2/12
In Conversation with Prof. Vasant M. Cavale
sic, watching movies and
reading. He is also associ-
ated with a couple of NGOs
working for the underprivi-
leged.
Team MarkMantra (TM)
thought that Prof Cavale
(PC) would be the ideal
person to interact with, for
this Teachers Day issue of
MarkMantra
P r o f V A S A N T M .
CAVALE is a management
consultant and has been
teaching Marketing and
Supply chain management
at some of the leading busi-
ness schools in India and
abroad as a guest faculty.
He worked for almost three
decades in the marketing,
sales, distribution and logis-
tics departments of the
Unilever Group at senior
levels both in India and
abroad. He then worked in
KPMG management con-
sulting for three years as a
Principal Consultant, Opera-
tions. He has also been in-
volved in a number of train-
ing programmes in many
companies and industry
groups in his subjects of
specialisation.
Prof Cavales leisure inter-
ests include listening to mu-
MarkMantraPage 2
I strongly believe
that the only way to
do any business is by
ethical means
Prof Vasant M Cavale
stage when I was the
head of sales, and com-
modity prices shot up,
the blenders of the prod-
ucts, with the consent of
CEO, dropped the qual-
ity of a major brand in
order to protect its prof-
itability. This resulted in
immediate consumer
reaction and sales
started slipping. I
brought this to the no-tice of the CEO and
other directors in a
profit-centred revie
meeting. The CEO told
me that I should not
teach him his job but
instead I should stick to
TM: There has always been
a hue and cry about the
presence/absence of
ethics in the marketing
and sales industry. Do
you think companies
and sales persons can
justify compromising
their values and ethics
in order to sell their
products?
PC: Unethical practices pro-
viding short term gainsshould never be al-
lowed. I strongly be-
lieve that the only way
to do any business is by
ethical means only and
keeping integrity intact.
I have great regard for
all sales people and
know that a vast major-
ity of them can do good
business by fair means
only.
TM: Have you ever faced a
situation in your experi-
ence, where you had to
make a choice between
manipulating facts to
sell a product and being
completely honest with
the possibility of losingthe customer? What was
the choice that you
made?
PC: I could recollect several
instances but will con-
fine myself to one illus-
trative example. At one
TM: How do you view the
changes of the current
trends in the sales/
business development
department in every
industry?
PC: Major trends include a
global presence, use of
technology extensively
and increasing chal-
lenges of providing cus-
tomer service.
8/4/2019 First Issue Mark Mantra
3/12
Page 3Volume 1, Issue 1
A customer
wants you to
promise what is
possible and
deliver what is
promised
the best strategy for
approaching a customer
to make a sale?
PC: Intimate understanding
of the products/services
you are selling, the
benefits to the customer
and how your proposi-
tion is superior to what
competition has to offer
would be adequate for a
selling approach.
TM: What are three most
important skills that a
sales person should
have?
PC: The basic skills required
are: Managing abilities,
Interpersonal skills,
Technical abilities,
Communication skills,
and a good commercial
acumen.
TM: Would you like to offer
any advice to people
wanting to get into the
field of sales and mar-
keting?
PC: Make up your mind
clearly that a Sales/
Marketing career is
what you are looking
for. Understand the
challenges involved.
Learn on the job quickly
my job which was
achieving sales targets. I
was proved right when
the market reaction
started hurting the com-
pany and the CEO had
to ensure a return to the
original quality. We
could have saved a lot
of pain if action had
been taken on time.
TM: Most people are still
unclear about the rela-
tionship between mar-
keting and sales. How
integrated do you think
the work profiles of
these two departments
are?
PC: Marketing and Sales
functions are closely
linked and need to be
well integrated. Sales is
a part of Marketing and
is the only income gen-
erating function in any
company. It is the face
of the company in front
of the customers/
consumers. Broadly,
Marketing is about
products/brands and
Sales is about custom-
ers/people.
TM: Many students these
days are not willing to
opt for sales jobs. Why
do you think a sales job
has such a negative con-
notation even though it
may be one of the high-
est paying jobs?
PC: Sales jobs are not pre-
ferred as it is a tough
job dealing with new
customers, situations,
problems every day.
Customers demand im-
mediate answers/relief
and do not have the
patience to wait. How-
ever, no marketing job
can be done without
having done a sales stint
interacting with market/
customers and competi-
tion.
TM: After having dealt with
a number of customers,
and after having been a
customer yourself, what
do you think the cus-
tomer values most while
making a buying deci-
sion?
PC: A customer wants you
to promise what is pos-
sible and deliver what is
promised.
TM: What do you think is
from everyone you are
required to interact with
both within the com
pany and in the market
place. Be always honest
with yourself and with
everyone you deal with.
TM: How do you view your
transition from being in
the corporate sector for
more than three decades
to now being in the edu-
cation sector?
PC: In the corporate sector
you deal with people
who listen to you most
of the times because
you are the boss.
It has been ten years
since I started teaching.
I enjoy interacting with
the younger, smarter
generation.
TM: On this teacher's spe-
cial issue, would you
8/4/2019 First Issue Mark Mantra
4/12
MarkMantraPage 4
Marketing is the
means by which
firms differentiate
their products
On some occasions, I
have taken small
batches of students to
meet practicing sales
managers and distribu-
tors and told the stu-
dents they could ask
them any questions they
wanted. Again they
come up and give me a
feedback that for the
first time they got an-
you like to share some
of your most memora-
ble instances as a pro-
fessor?
PC: Again, several instances
come to my mind. I will
recollect just two of
them:
I keep getting mails
from my students of
how their job interviews
they were asked ques-
tions relating to Sales
management and their
answers many times
have surprised the inter-
viewers as to how they
can give such practical
answers. I feel glad
when they write to me
to tell me that they an-
swered just as they had
learnt in my classes and
were successful.
swers to their questions
exactly as they had
learnt in my class. In-
stances such as these
make the teaching as-
signments handled by
me purposeful and give
me tremendous satisfac-
tion.
As told to
Prerna Kakkar
Batch 16
Education in Marketing
cation and marketing are
platforms for creativity and
innovation. Education gives
structure to thoughts and
ideas making them a con-
crete and robust framework.
Education, in the right
sense, is combining knowl-
edge from diverse fields to
create new models or bring
about radical changes in the
existing ones for the growth
of the society at large. Mar-keting gives firms the op-
portunity to creatively pro-
mote themselves as unique
and value generating. Mar-
keting is all about finding
new techniques and chan-
nels to reach out to the cus-
uses falsehoods to deceive
the public while ethical mar-
keting uses truth to deceive
the public. Yet, both educa-
tion and marketing are re-
lated and have many com-
monalities. The first impor-
tant common characteristic
between the two is that they
are means of achieving dif-
ferentiation. Education is the
means by which people dif-
fe rent ia te themselvesthrough the degree of
knowledge gained. Market-
ing is the means by which
firms differentiate their
products by imparting
knowledge unto the con-
sumers. Secondly, both edu-
tomers. Finally, marketing
in itself is educating custom-
ers about the firm, and its
products and services. To
sum up in the words of
Robert G. Allen, No matter
what your product is, you
are ultimately in the educa-
tion business. Your custom-
ers need to be constantly
educated about the many
advantages of doing busi-
ness with you, trained to useyour products more effec-
tively, and taught how to
make never-ending im-
provement in their lives.
By
Prerna Kakkar
Batch 16
Education is often equated
to feelings of liberty and
growth, whereas marketing
is many a time equated to a
campaign for generating
profits as can be reflected in
Vilhjalmur Stefanssons
humorous statement: the
difference between ethical
and unethical marketing is
that unethical marketing
8/4/2019 First Issue Mark Mantra
5/12
present there to greet the
teacher. A touching adver-
tisement indeed.
Theres also a third ad to
this theme created by the
agency R K Swamy BBDO.
In this ad, time has ad-
vanced further and the same
teacher is shown as a resi-
dent of an old age homemissing his family on his
birthday. Then a student of
his comes to wish him and
through his laptop helps him
see his family celebrating
his birthday.
The sophistication in the
advertisements for Ray-
monds has been carried on
over the years first by Frank
Simoes, then by Nexus and
now by R K Swamy BBDO.
Sometimes when brands
change agencies, they
change stances and end up
losing brand properties in
the quest for change. Thank-fully it was not the case with
Raymonds.
Using teacher as a model in
its advertisements, the pur-
pose of Raymonds becomes
not only to entertain or catch
A book touches the mind
but a teacher touches the
heart. To a student, this rela-
tionship does not limit itself
to classrooms, but carries on
throughout the life, provided
he comes across not a mas-
ter of words, but a master of
wisdom. This lifelong rela-
tionship is very well ad-
dressed through Raymonds
advertisements. Raymonds
is known for advertisements
which bring a feel good
factor emphasizing the dif-
ferent roles played by A
Complete Man.
With teacher-student rela-
tionship as its theme, Ray-
monds has come up with
three Television Commer-
cials .The first one was de-
signed by the ad agency
Frank Simoes. In the ad,
students bid farewell to
their teacher with a Ray-
monds fine fabric gift and
a thank you note saying
To the Man who taught
us everything. Thank
You. The ad beautifully
brings out the love and
respect students have for
their teacher.
The second advertisement
came as a sequel to it in
which the same person
(Bomi Dotiwala) was cast
as the teacher as in the
previous ad. The story
however turned to the stu-
dent being a grown up and
the teacher coming to at-
tend his wedding. Initially
the teacher is sceptical that
the student will recognize
him. But, he does and even
invites all the batch mates
MarkMantraPage 5
Raymonds is
known for
advertisements
which bring a feel
good
Raymonds Tribute to Teachers
attention, but enable further engage-
ment of customers with the brand.
The essence of the brand i.e. A
Complete Man remains justified in
all the advertisements.
By
Yamini Dhawan
Batch 16
8/4/2019 First Issue Mark Mantra
6/12
Page 6Volume 1, Issue 1
The
effectiveness of
this concept is
explained by the
way human
emotions work
When one comes across
names like golden sun, pep- per yellow, monster green,
mysterious red, what prod-
ucts are these associated
with? Well these names and
much more figure in the
vocabulary of marketers
around the globe for prod-
ucts ranging from ice-
creams, paints, nail enamelsand even food and beverages
in dining places. This phen-
reby enhancing the probabil-
ity of purchase decisions byconsumers. This field, re-
searched by Barbara Kahn
and Elizabeth Miller, posi-
tively correlates surprising
flavour or colour label and
consumers response. These
researchers classify the
names as Common (i.e. typi-
cal and specific- light blue,dark brown), Common De-
scriptive (i.e. typical, spe-
cific- lemon yellow), Unex-
pected Descriptive (i.e.
atypical, specific- Tweety
yellow) and Ambiguous (i.e.
atypical, unspecific- girly
pink, adventurous red) and
infer the reasons for human
receptiveness to this phe-
nomenon. The reason for
such a correlation lies in the
increased cognitive effort
undertaken to process an
atypical, ambiguous colour
or flavour name that causes
preference.
This is not a recent develop-
ment and often in restaurants
consumers get fascinated by
a dish being served to an-
other table by the waiter and
end up ordering it, oblivious
to the fact that they may not
know the name of the dish.
The style of non-descriptivenaming is however extend-
ing to the students art class
colour box as well with
Crayola boasting of 120
different colours in their
crayon box. The fact that
puzzles one the most is, how
come the world is burgeon-
ing with a plethora of col-ours suddenly and how to
distinguish the different
shades of the same colour. It
is fortunate that one went to
kindergarten when the
crayon box was limited to 14
colours at most, else the
mind-numbing names for
crayons that exist today
would be a reason enough to
bunk school.
Marketers in all industries
are trying to differentiate
their products with this ploy.
Some of the sectors where
this tactic is commonly seen
are paints, cosmetics, restau-
rants. Women consumers do
not hesitate in picking up the
most absurd sounding nail
paints like Moody Blue or
Bitches Brew! Cafe Coffee
Days menu boasts of inno-
vative names like Devils
Own, Cool Blue, Dark Pas-
sion that can boggle firsttimers at the place had they
not been classified under the
food or beverage categories
that they belong to. Box-
Master, Toasted Twister,
Zing Kong Box, Game Box,
though may be hard to be-
lieve, are in fact the offer-
ings of KFC in India. Sincecompetition is huge, the
marketers feel that any strat-
egy that can differentiate
their products from that of
the competitors is worth
giving a shot.
However, whether this trend
is scalable to all kinds of
products cannot be guaran-
teed. Whether the Indian
c o n s u m e r a c c e p t
Razzmatazz Rice or
Glitterati Bread as easily
as they can accept Manhat-
tan Mania or Death by
Chocolate ice creams flavors
remains to be seen. The mar-keters should therefore tread
with caution in naming ne-
cessity products or services
like groceries, insurance
products etc. lest the con
sumers may not have credi-
bility in using the product
Whats in a Name?
omenon of coining unusual
and non-descriptive names
for products is a trend catch-
ing up as quickly as forest
fire.
The effectiveness of this
concept is explained by the
way human emotions work.
Colour and flavour labels
evoke positive emotions the-
8/4/2019 First Issue Mark Mantra
7/12
Page 7Volume 1, Issue 1
A new logo
which symbolizes
the youth of the
country
The consumer wants the
products to be of reliable
quality and long lasting irre-
spective of the frills and
fancies of having an atypical
name associated with it. The
consumer of today is ra-
tional and may accept the
non-descriptive naming gim-
mick once but would defi-
nitely not indulge in repeat
purchase if the product lacks
quality. On the other hand,
the consumers may be re-
pelled by the fancy naming
due to their conservative
nature seeking value prod-
ucts.Will the array of or-
anges and blues ranging
from Outrageous Orange,
Sunset Orange to Atomic
Tangerine continue to cast
their spell on the consumers
or will the consumers make
a rational choice by affirm-
ing quality before making a
purchase, only time will tell.
By
Malvika Kumar
Batch 16
An insight into Heros Rebranding
fits. When it comes to CSR,
Hero has been engaged in
social activities since ages
through We Care cam-
paign but publicity is th
area where it lacks. Its brand
equity will grow leaps and
bounds if its CSR initiatives
are as well known as the
brand itself.
Hero does not have self-
expression products apart
from Karizma, in terms of
style and performance,
through which people can
been both good and bad. For
example Splendors brand-
ing was excellent with iden-
tity of fuel efficient bike
which appealed very well to
the middle class Indians. But
when it comes to their flag-
ship product Karizma their
branding decisions are not
the best or otherwise it
would have been a cult
brand. For a bike as world
class as Karizma the product
is the endorsement for itself
but roping in an actor as its
endorser turns off alpha
males, the actual target mar-
ket of such classy bikes, as it
produces a passive feeling of
a follower instead of a leader
which significantly reduces
the self-expressive benefits
associated with the brand.
Considering the rebranding
of Hero, the company has
decided to improvise upon
the existing brand identity
without much deviation in
their core identity of innova-
tion, quality and fuel effi-
ciency. Now it is trying to
position itself as a confident,
competent and hardworking
brand promising the quality
to the customers. As the
company has parted ways
with Honda, it is completely
an Indian company that is
going global .And having
started their new project on
our independence day they
are clearly trying to position
themselves as the Indian
brand. So it will enhance the
equity of the brand as the
Indian customers can associ-
ate a proud feeling of
Swadeshi brand which
gives them emotional bene-
The historic association of
Hero and Honda has come to
an end, finally paving way
for Hero Motocorp Ltd
which is now the largest
producer of motorcycles in
the world. The rebranding
exercise being taken place
currently and this article
analyses how effective this
rebranding will be for Hero.
Hero Honda is one of the
strong brands in the country
which commands loyalty
from the millions of its cus-
tomers. Hero Honda is a
brand that always stresses
upon quality, innovation and
fuel efficiency which was its
core brand identity for most
of the time during their asso-
ciation with Honda.
In the past the branding de-
cisions made by them have
8/4/2019 First Issue Mark Mantra
8/12
Page 8Volume 1, Issue 1
Niches do not
'exist' but are
'created'
differentiate them from oth-
ers. This is a critical cate-
gory on which Hero has to
focus upon if it has to tap the
western markets.
In their TV campaigns they
associate themselves with
confident and hardworking
people treated as underdogs
who win at last. Its a master
stroke as each and every
person would have come
across such situations in
their life so they can associ-
ate themselves with this He-
ro campaign. Hum mein hai
Hero which is a very good
tag line that sends a strong
message that how Hero cele-
brates its customers as a
HERO. Also having a
world class icon like A R
Rahman as the brand ambas-
sador boosts the brand im-
age and also the reliability of
the product.
Hero has been a great suc-
cess with the aging genera-
tions but now it has created
a brand appeal in the hearts
of the younger generation as
well by coming up with a
new logo which symbolizes
the youth of the country and
gives a younger image to the
company. But they have to
strike a right balance in their
campaigns to convince their
aging generation customers
that their brand is not going
away from them, and their
younger generation custom-
ers that their brand lives up
to all the expectation of the
market.
Hero is positioning its brand
is a very impressive way to
the people across ages. The
new look, the new logo, the
new style and the truly touch-
ing theme have already re-
ceived a thumbs up from the
masses. But its an initial
stage as their brand architec-
ture is not known completely
and in a few weeks a big de-
cision awaits them.
By
Abhinav.V & Abhishek Ghai
Batch 17
The customers have a dis-
tinct set of needs.
They will pay a premium to
the firm that best satis-
fies them.
The niche is fairly small but
has size, profit, and
growth potential and is
unlikely to attract many
other companies.
Examples of niche market-
ing in India:
Revolution clothing Pvt.
Ltd. When every com-
pany in India was clas-
sifying the womens
clothing into L,XL, and
XXL sizes, it was Revo-
lution clothing Pvt. Ltd.
That pioneered the con-
marketers. In niche market-
ing efforts are concentrated
on a small but specific and
well defined segment of the
population. Niches do not
'exist' but are 'created' by
identifying needs, wants,
and requirements that are
being addressed poorly or
not at all by other firms, and
developing and delivering
goods or services to satisfy
them.
As a strategy, niche market-
ing is aimed at being a big
fish in a small pond instead
of being a small fish in a big
pond.
What does an attractive
niche looks like?
Market niches can be geo-
graphic areas, a specialty
industry, ethnic or age
groups, or any other particu-
lar group of people. Some-
times a niche product can be
a variation of a common
product that is not produced
and marketed by the main
marketing firms.
But in the core every market
niche has following charac-
teristics:
The word niche comesfrom a French word that
means to nest. Niche mar-
keting is targeting a product
or service to a small portion
of a market that is not being
readily served by the main-
stream product or service
Niche Marketing
8/4/2019 First Issue Mark Mantra
9/12
Page 9Volume 1, Issue 1
Over 7.5 million
producers and
their families
were benefiting
from Fair Trade
cept of plus-sized fash-
ion in India. The idea
not only forced the es-
tablished players to fol-
low suit, but also help
Revolution notch up
millions in revenues.
Crack an ointment from
Paras Pharmaceuticals
is primarily targeted at
the female segment for
prevention and treat-
ment of cracks in the
feet that develop due to
inadequate protection
and care.
Itchguard, another product
from Paras Pharmaceu-
ticals focuses on the
niche requirement of-
treating itching sensa-
tion caused by perspira-
tion during summer.
market can help a company
or an entrepreneur to earn
profit as well as to establish
themselves in the market.
Because in the end in this
corporate jungle, one who
understand the customers
well, has the better chances
of survival.
By
Abhishek Thakur
Batch 16
facilitate the work of Fair
Trade organizations. The
World Fair Trade Organiza-
tion (WFTO), The European
Fair Trade Association
(EFTA), The Network o
European Worldshops
(NEWS!), and The Fair
Trade Labelling Organiza-
tions International (FLO),
The Fair Trade Federation
dards. It focuses in particular
on exports from developing
countries to developed coun-
tries, most notably ofhandi-
crafts, coffee, cocoa, sugar,
tea,bananas, honey, cotton,
wine, fresh fruit, chocolate,
flowers and gold.
In 2008, products certified
with FLO (Fair Trade Label-
ling Organization) Interna-
tional's Fair Trade certifica-
tion amounted to approxi-
mately US$4.08 billion
(2.9 billion) worldwide, a
22% year-to-year increase.
While this represented a tiny
fraction of world trade in
physical merchandise, some
Fair Trade products ac-
counted for 20-50% of all
sales in their product catego-
ries in individual countries.
In June 2008, Fair Trade
Labelling Organizations
International estimated that
over 7.5 million producers
and their families were bene-
fiting from Fair Trade -
funded infrastructure, tech-
nical assistance and commu-
nity developmentprojects.
Most Fair Trade organiza-
tions are members of, or
certified by, one of several
national or international fed-
erations. These federations
coordinate, promote, and
What is Fair Trade?
Fair Trade is an organized
social movement and market-
based approach that aims to
help producers in developing
countries foster better trading
conditions and promote sus-
tainability. The movement
advocates payment of higher
prices to producers as well as
social and environmental stan-
Case Study on Fair Trade in India
Several television channels
today are niche focused, and
spirituality. such as Aastha
in India , and QTV in Paki-
stan, that focuses on religion
In todays globalized cut
throat competitive market
where the companies are
fighting for a larger share of
the pie, a little innovation
and creativity to segment a
niche market from a big
http://en.wikipedia.org/wiki/World_Fair_Trade_Organizationhttp://en.wikipedia.org/wiki/World_Fair_Trade_Organizationhttp://en.wikipedia.org/wiki/European_Fair_Trade_Associationhttp://en.wikipedia.org/wiki/European_Fair_Trade_Associationhttp://en.wikipedia.org/wiki/Network_of_European_Worldshopshttp://en.wikipedia.org/wiki/Network_of_European_Worldshopshttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fair_Trade_Federationhttp://en.wikipedia.org/wiki/Developed_countrieshttp://en.wikipedia.org/wiki/Developed_countrieshttp://en.wikipedia.org/wiki/Handicraftshttp://en.wikipedia.org/wiki/Handicraftshttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Cocoa_beanhttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Bananashttp://en.wikipedia.org/wiki/Honeyhttp://en.wikipedia.org/wiki/Cottonhttp://en.wikipedia.org/wiki/Winehttp://en.wikipedia.org/wiki/Chocolatehttp://en.wikipedia.org/wiki/Flowershttp://en.wikipedia.org/wiki/Goldhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_certificationhttp://en.wikipedia.org/wiki/Fairtrade_certificationhttp://en.wikipedia.org/wiki/Community_developmenthttp://en.wikipedia.org/wiki/Community_developmenthttp://en.wikipedia.org/wiki/Social_movementhttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Developing_countrieshttp://en.wikipedia.org/wiki/Developing_countrieshttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/wiki/Developing_countrieshttp://en.wikipedia.org/wiki/Developing_countrieshttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Social_movementhttp://en.wikipedia.org/wiki/Community_developmenthttp://en.wikipedia.org/wiki/Community_developmenthttp://en.wikipedia.org/wiki/Fairtrade_certificationhttp://en.wikipedia.org/wiki/Fairtrade_certificationhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/Goldhttp://en.wikipedia.org/wiki/Flowershttp://en.wikipedia.org/wiki/Chocolatehttp://en.wikipedia.org/wiki/Winehttp://en.wikipedia.org/wiki/Cottonhttp://en.wikipedia.org/wiki/Honeyhttp://en.wikipedia.org/wiki/Bananashttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Cocoa_beanhttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Handicraftshttp://en.wikipedia.org/wiki/Handicraftshttp://en.wikipedia.org/wiki/Developed_countrieshttp://en.wikipedia.org/wiki/Developed_countrieshttp://en.wikipedia.org/wiki/Fair_Trade_Federationhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Network_of_European_Worldshopshttp://en.wikipedia.org/wiki/Network_of_European_Worldshopshttp://en.wikipedia.org/wiki/European_Fair_Trade_Associationhttp://en.wikipedia.org/wiki/European_Fair_Trade_Associationhttp://en.wikipedia.org/wiki/World_Fair_Trade_Organizationhttp://en.wikipedia.org/wiki/World_Fair_Trade_Organization8/4/2019 First Issue Mark Mantra
10/12
Page 10Volume 1, Issue 1
IRFT works with
both ends of the
supply chain
(FTF), and The Fair Trade
Action Network are the
international federations to
which the Fair Trade or-
ganizations are affiliated.
Fair Trade movement in
India
International Resources for
Fairer Trade, India (IRFT)
is a non-profit organisation
registered as a Public
Charitable Trust under the
Bombay Public Charitable
as their core values. IRFT
works with both ends of the
supply chain by representing
the producer as well as the
consumer.
IRFT participates in the
market economy and works
closely with farmers and
artisans to develop in them
the skills to sell their prod-
ucts. Thus giving them ac-
cess to a sustainable and
stable livelihood. Through
its approach to ethical stan-
dards in factories and farms
that represent producers,
IRFT conducts ethical au-
dits, provides code of con-
duct training and verifier
training on remediation and
continuous improvement;
which are a few of its
sources of income . Some of
their leading brand partners
are Levis Strauss, Nike,
Marks and Spencer, Reebok
and Burberry.
The objectives of IRFT
Playing a stewardship role in
propagating the princi-
ples of Fair Trade.
Promoting the principles of
Fair Trade among all
stakeholders along the
supply chain through
Capacity Building and
buy, bordering on a fad or
whim, but a long-term com-
mitment to Fair Trade prod-
ucts.
Continuously evolve simple ac-
ceptable and credible mes-
saging to ensure a common
man understanding of
Fairness in Trade and what
it represents and how it af-
fects his decision to make a
change in buying.
IRFT wants to ensure that its
Community Business Pro-gramme (CBP) and Ethical
Business Programme (EBP)
will be woven into the Fair
Trade principles and its
propagation at every step of
the way, thereby addressing
wider areas of awareness,
through each of their stake-
holders.
Working harmoniously with
funding organizations to
ensure clear cut roles, re-
sponsibilities and deliveries
as committed and meet
deadlines set by the projects.
Trust Act. It was founded
by Kirit Dave and Jan Sim-
monds in October 1995.
IRFT gives farmers and
artisans access to main-
stream markets worldwide,
by par tner ing with
W.F.T.Organizations (in
U.K., U.S.A., Netherlands
& Germany). Large corpo-
rates are encouraged to
inculcate social responsi-
bility and ethical working
long- te rm process
Training.
Steering all efforts to main-
stream Fair Trade in
India and help further
build partnerships of a
wider fraternity in the
larger interests of a uni-
fied, credible Fair Trade
movement in India and
beyond.
Developing Communication
strategies to address
d i f f e r en t f o r um s /
events/fraternity meets
on Fair Trade, working
in partnership with Fair
Trade networks like
FTF-I, and its partners
as a Group/Body, uni-
fied as Fair Trade
change agents.
Taking a lead role in Fair
Trade awareness at all
forums and representing
all Fair Trade partners,
equally and fairly in the
interest of a unified Fair
Trade movement in
India. IRFT assumes
responsibility for creat-
ing plausible messaging
with conviction, aimed
at consumers to ensure
that Fair Trade buying
is not just an emotional
http://www.fairtradeaction.net/http://www.fairtradeaction.net/http://www.fairtradeaction.net/http://www.fairtradeaction.net/http://www.fairtradeaction.net/8/4/2019 First Issue Mark Mantra
11/12
Page 11Volume 1, Issue 1
Pro-Sustain has
received a three-
year grant from
the European
Union
Pro-Sustain, is an initiative
by Hivos (Netherlands),
IRFT India, FTF-I, and asso-
ciate Shop For Change tocontribute to building envi-
ronmentally sustainable pro-
duction and consumption
that helps reduce poverty
amongst poor farmers and
handicraft producers in In-
dia. Pro-Sustain has received
a three-year grant from the
European Union for the pro-
ject and it will start by mid
2012.
The specific objective of the
Pro-Sustain project is to
create a consumer market for
Fair Trade products in India
that measurably contributes
to the improvement of rural
livelihoods and provides
farmers and artisans with the
resources necessary to fol-
low environmentally sus-
tainable production prac-
tices.
Following on the premise
laid out in the rationale for
the overall objective, the
project is built on the belief
that the market forces, which
have in many cases excluded
How should IRFT go about
its PRO-SUSTAIN ini-
tiative and create a mar-
ket for FAIR TRADE
products in India?
Source: http://en. wikipedia.
org/wiki/International Re-
sources for Fairer Trade
written by
Aditya Jain,
Batch 16.
the needs of poor farmers
and handicraft artisans, can
actually be harnessed to cre-
ate inclusive growth and
environmentally sustainable
production by creating con-
sumer demand for sustaina-
bly produced, Fair Trade
products.
Questions
How can IRFT create
awareness among the
masses about the con-
cept of FAIR TRADE?
(Given that it has an
annua l m a r ke t i ng
budget of ` 5,00,000
and IRFT can easily
find volunteers/interns,
being an NGO)
Quiz (Vol 1 Issue 1)
1) Who coined the term
Marketing Myopia?
2) Calvin Klein, Izod and
Arrow are the brands ofwhich group?
3) The edge is efficiency
is the tagline of which
corporation?
4) X started as an arms
manufacturer and en-
tered into the auto busi-
ness in the early 1890s.
It was founded by a
Czech after he was de-
nied bicycle parts be-
cause he wrote in
Czech. Name the com-
pany.
5) Appy Fizz is a brand of
which company?
6) What do the four rings of
Audi signify?
7) Name another mascot that
7up used except for
Fido.
8) Zapak.com is a sub-
sidiary of which enter-
tainment company?
9) Name the country which
gave Adidas to the
world.
10) Expand FIAT, the Italian
auto maker.
NOTE: Read the next issue for answers
http://en.wikipedia.org/wiki/International_Resources_for_Fairer_Tradehttp://en.wikipedia.org/wiki/International_Resources_for_Fairer_Tradehttp://en.wikipedia.org/wiki/International_Resources_for_Fairer_Tradehttp://en.wikipedia.org/wiki/International_Resources_for_Fairer_Tradehttp://en.wikipedia.org/wiki/International_Resources_for_Fairer_Tradehttp://en.wikipedia.org/wiki/International_Resources_for_Fairer_Trade8/4/2019 First Issue Mark Mantra
12/12
MarkXime Events & Winners
Logo Competition
Nikhil Paul
and
Noufeera Ashraf
Genesis
An event in which teams were given
70 minutes to make and market aproduct within a budget of`50.
Product: Chota Ustaad
Aditya Tanwar,
Ankita Shrivastava,
Cherry Sebastian,
Nidhi Shah,
Priyesh Tugnawat
Rishav Dugar,
Suneet Saxena,
and
Vidwaita Sachan.
Abhishek Thakur
Aditya Jain
Gowthami Peri
Malvika Kumar
Prerna Kakkar
Yamini Dhawan
The Panchtantra of Marketing
Team MarkMantra
Mail us at
Contac t Us
We welcome sugges t ions /c r i t i c i sms to he lp us
grow be t te r .
Team MarkXime
Varun Aggarwal (President)
Bithal Anshuman (Core Club Member)
Gurdeepak Singh Juttla (Core Club Member)
Sonam Sharma (Core Club Member)
Ideate Innovate Create
Mail us at
Fol low Us
h t t p : / / www.f acebook .com / pages / M ar k -
XI M E/ 153652627984359
http://www.facebook.com/profile.php?id=1106058013http://www.facebook.com/profile.php?id=100000526822166http://www.facebook.com/profile.php?id=100000321260149http://www.facebook.com/profile.php?id=783852066http://www.facebook.com/priyesh.dieboldhttp://www.facebook.com/profile.php?id=826113679http://www.facebook.com/suneetsaxenahttp://www.facebook.com/profile.php?id=1314524279http://www.facebook.com/profile.php?id=1314524279http://www.facebook.com/suneetsaxenahttp://www.facebook.com/profile.php?id=826113679http://www.facebook.com/priyesh.dieboldhttp://www.facebook.com/profile.php?id=783852066http://www.facebook.com/profile.php?id=100000321260149http://www.facebook.com/profile.php?id=100000526822166http://www.facebook.com/profile.php?id=1106058013