Markezine August 2012 Edition

Contents

From the Editors’ Desk ....................................................................................... 1

An Insight into the mind of an Emotional Marketeer ........................................... 2

The things that money can’t buy ......................................................................... 4

Sinus Milieus- A Way Ahead ................................................................................ 6

Building Personal Identification with Brands ....................................................... 8

The ‘E’- Connect ................................................................................................ 10

Mark-e-feed: Discovering the Dark knight in YOU ............................................. 11

Mark-e-feed: From dusk of Mass Marketing to dawn of Digital Marketing ........ 13

Mark-toon ........................................................................................................ 15

Mark Roadies 5.0 .............................................................................................. 16

WOW- Words On Wall....................................................................................... 17

From The Editors’ Desk Creating an emotion has now become a thing of the past. In to-

day’s whirlwind of consumerism and branding, firms realise this

concept. They have come to acknowledge it, appreciate it and now

draw from it. This is what has led us at Club MarkUp to delve into

this aspect of Marketing, of identifying with the consumer at such

an intense personal level this August. We believe, in the current

context, the aspirations of the customer, if seized will provide any

organization an unparalleled edge. That is where Emotional Mar-

keting comes in.

Emotional Marketing we believe is an extremely challenging aspect

of Marketing. It displays the perfect balance of the human brain or

more so the need for it. A highly evolved sense of emotional con-

nect coupled with an equally precise logical aspect is what Emo-

tional Marketing demands.

We believed interesting opinions would be supplied, and indeed

they were. For this, we at Club MarkUp are grateful. We also hope

that the first edition by the newly inducted 2012-2014 MarkUp

team is well received.

Sincerely,

Ankit Gupta

Credits

Co-editor: Raunak Sancheti, Divyanshu Sethi

Design Team: Raunak Narang, Dhruv Chopra

Content: Aadish Kohli, Ramya Vasudevan, Shubham Gupta

Write to us at [email protected]

Follow us on :

MARKEZINE August 2012

Ankit Gupta

2nd year,

PGDM (Marketing)

IMT, Ghaziabad

mailto:[email protected]

https://www.facebook.com/clubmarkup

https://twitter.com/markupimt

An insight into the mind of an Emotional Marketeer

Gauging the nuisances of customer behaviour

has always been an intriguing exercise. The

patterns of complexity that determine any cus-

tomer behaviour are as challenging to predict as

interesting to note. As a further subset of the

same, a target segment identified and catered by

the marketer requires even a deeper analysis and

an intelligent mapping of psyche with brand sen-

sibility. Through a brand, a consumer makes

sense of his world.

More often than not, the success attained in the

above exercise is a function of accuracy in pre-

dicting and leveraging upon the understanding of

the target segment’s psyche. When a brand

weaves an emotional story around an offering

(read: product or service), it tries to capture one

or more aspirations like fears, personality traits,

hopes, desires and thoughts into the brand com-

munication. With a plethora of competing brands

and exponentially increased customer knowledge

(awareness is passé), technical and functional util-

ity have become more of a sufficient rather than

necessary conditions.

In the landscape of emotional aspects and utility,

a multifold scenario can be identified. One, there

is an inherent weaving of emotions into the sensi-

bility and hence the communication of the brand.

Majorly in the sphere of product features and

marketing attributes, it is a holistic approach. Val-

ue capture is important here. Capturing aspira-

tions or ‘I am or I want to’ into the crafting of a

luxury car brand’s sensibility or weaving Thumbs

up’s branding around bravery and adventure with

product attributes like an unconventional not so

sweet taste in sync with the same) can be exam-

ples of this. So much so, that a thumbs up drinker

has been stereotyped with a particular rough and

tough personality.


4 2

Astha Gupta

PGDM

IIM, Kozhikode

Another scenario among others includes the

marketing aspects of the product and the experi-

ential aspects only. This may include colours

used, the look and feel of point of purchase, ser-

vice elements in the delivery of products or pro-

vision of services. Designing the interiors of a

maternity ward in the shades of pink, a premium

lounge in purple or the escalating budgets of vis-

ual merchandising are illustrations of the same.

Surf Excel’s ‘Daag Achhe Hain’ also plays on the

feeling of freedom and hassle free life. These

tactics are dynamic and mostly temporary. Con-

stant innovation is prerequisite to sustainable

advantage.

All in all, the interaction of rational and emotion-

al factors synthesizes the essentials of successful

emotional marketing. Until the point where the

brand perception in the minds of customers be-

comes synonymous with its emotional message,

the potential still remains untapped.

As an extension of my attempt towards a better

understanding of the concept of emotional mar-

keting, I will share my experience of making and

building ‘Titli’. It is a brand that aims to bring to-

gether the obscure craftsmen and their skills

through distinct product lines like handmade ac-

cessories and apparel items. Having started very

recently, the store is located within a cafe in the

campus where I am currently studying, IIM Ko-

zhikode. As a part of Brand Elements, the name

symbolizes freedom and a boundless spirit. Addi-

tionally, the use of Hindi font gives it an earthy,

Indian feel. The target segment is the women

who have struggled and grown in their lives, the

women who are proud of who they are, those

who love to adorn themselves with handmade

products and are motivated to make a difference

in this world. The logo constitutes a lotus with a

butterfly that is ready to fly. The logo signifies

the Brand essence which is about having faith in

oneself during the times of struggle, drawing

from the famous butterfly story of struggle and

the property of cause and effect associated with

the Lotus (A new lotus blooms where its seeds

fall). The colours of the Logo are red, blue and

yellow that are Buddhism colours of victory,

peace and glory respectively. In the shop, con-

structive use of dysfunctional items like broken

fence and trashed iron basket has been made.

The shop has been given a ‘rural’ touch with the

final touches of ‘Warli’ designs. To emotionally

unite the customers in spirit, the brand has been

concocted as a story of humility, faith and jour-

ney to oneself.

Well! I call it Emotional connect!


5 3

The Things that Money can’t buy

What is it about the daal-chaawal cooked by

your mother that makes it more desirable to

you than even the scrumptious seven course

meal served at the most expensive restaurant

around? Is it simply the taste, colour, smell and

texture? Or is it something that transcends the

boundaries of the tangible- easy to realize, but

difficult to verbalize?

We humans are social animals. We cannot sus-

tain in isolation. We think about and feel for

others and expect others to think about and

feel for us. This interplay of thinking and feel-

ing leads us to enduring inter-personal rela-

tionships which we value. These beget specific

behavioral tendencies and responses. We call

them emotions.

Can we form such relationships with entities

that are inanimate or abstract? The answer is a

resounding yes! How else would you explain

the warmth you experience within the confines

of your home? How else would you explain pat-

riotism- why masses across the length and

breadth of our country laid their lives to realize

the dream of independence?

The demand of a market offering is a function

of its perceived value which is the difference

between the perceived benefits and the per-

ceived costs associated with it. Benefits and

costs could be physical or psychological. When

markets saturate and differentiation plummets,

this has significant implications for managers:

one- people value relationships; and two- the

psychological value that people derive out of

their relationships with other entities can far

outweigh the physical one. Emotional Market-

ing could be seen as an approach to marketing

that seeks to explore and exploit these insights

in line with the organization’s marketing objec-

tives.

A very potent tool of Emotional Marketing is

the idea of branding. Branding is what branding

does- it infuses heart, mind and soul into a life-

less, inanimate entity. Branding is to a market

offering what upbringing is to a child- it is long

term and involves instilling values, developing

attitudes and grooming the personality.


6 4

Sanket Shah

PGDM,

Welingkar Institute of

Management Develop-

ment and Research

(WE School), Mumbai

Over time, a brand represents a specific set of

personality traits, values and attitudes- as such

it becomes a ‘thinking-feeling’ individual in its

own right. It connects emotionally and enters

into relationships with many ‘others’- consum-

ers, suppliers, employees, owners, the society

etc. Depending upon compatibility and inherent

motivation,

these relation-

ships could be

transient or

enduring. The

more enduring

they are, the

more value

they represent

- to the brand

and to such

‘others’.

For brands, a

strong emo-

tional connect

with consum-

ers makes perfect business sense. Stronger the

emotional connect, more is the perceived value

and more is the price inelasticity of demand.

This paves the way for premium pricing. Psy-

chological benefits associated with a strong

emotional connect are very hard to reproduce.

So they provide the firm with a strong, sustain-

able competitive advantage in the market. They

increase switching costs for the customer and

increase the entry barriers of the industry.

They also increase the firm’s bargaining power

while dealing with suppliers and other inter-

mediaries.

So with “Hum mein hai hero”, Hero Motor Corp.

communicates a specific set of values and traits

with the intention of reaching out to markets

which exhibit a compatible set of values and

traits. The idea is to build an enduring relation-

ship based on such compatibility which trans-

lates into a lot of psychological value. When

Maggi asks its users to share their special ‘Meri

Maggi’ mo-

ments, it at-

tempts to rein-

force its emo-

tional connect

with them. A

“Main Anna

hoon” cap is

about personal

identification

with brand

‘Anna Hazare’

which epito-

mizes a firm

resolve to up-

root systemic

corruption.

Emotional marketing is not only about your

brands and consumers. It involves building and

nurturing symbiotic relationships with your

suppliers, partners and dealers. It also involves

sensitizing your employees with the essence of

your brand so that they too identify with its

values and traits. A classic case is that of the

employees of the Taj Mahal Hotel, a TATA ven-

ture, who staked their lives to ensure the safety

of their guests during the 26/11 terror attacks.

Truly, there are things money can’t buy. Emo-

tional marketing enables you to provide these,

to those who matter to you and your business.

7


7 5

Sinus Milieus: A way ahead for emotional marketing

Emotions have capability to stimulate mind 3000

times faster than non-emotional stimuli. It is no more a secret that the most successful marketing strategies are built on emotions. The challenge is to know which emotions to work with, that treat target segments into humans who can be better understood & catered. An amazing way to tick your consumer is a technique called Sinus Mi-lieus.

Sinus Milieus concept is about understanding per-son’s value & attitude towards life to find out what emotions to invoke to get through them. It is developed by the Sinus Institute Heidelberg, Germany. It is a result of three decades of social science research. The steps towards effective marketing by using concept of Sinus Milieus are as follow:

Identify the target group: This segmentation is based on an analysis of everyday life within our society. Basic values as well as attitudes to work, family, leisure, money and consumption all play a part in the analysis. It offers a great way to get familiar with your target group and find out what drives potential customers.

Find out what invokes the target group: Sinus Milieus help in understanding what the target

group thinks, feels and their attitudes to different aspects of life. This information can be used to find out what appeals to them. The right emo-tions could be picked once their social status and basic values are clear to us. Implement your findings: Once the set of con-cepts that appeal target segment is defined, the marketing campaign should be designed, so that it triggers the right emotions. The campaign must be right to get the attention & interest of the tar-get, awaken their desire and prompt them to ac-tion. Effective campaigns may be advertisement, workshop, website, social networking etc based on Sinus Milieus Test your campaign: Even with aggressive re-search there are possibilities of getting it wrong. It is very important to test the marketing campaign to double check if you are on the right track. The test can be done by inviting a sub set of prospec-tive customer to user tests and finding out their opinions on the concept. Once an appealing con-cept is conceptulised, it must be tested at the ear-liest so as to rectify and refine the campaign. Conclusion: Sinus Milieus segment the society based on social status & values. This in turn helps in recognizing emotions that drive the target group. The integrated marketing communication should be based on underlying emotional con-cepts which will help in getting consumer more


8 6

Parul Choudhary

PGDM,

FMS,

Delhi University.

http://www.sinus-institut.de/en/


9 7

Sinus Milieus Social Status Values Appeal for Emotions

High Social Status

Sovereigns High Social Sta-tus, Successful, Leadership Posi-tion

Respect both modern & traditional values

Exclusivity, quality, leader-ship, luxury, contentment, reliability

Liberal Progres-sives

High or Middle social status, So-phisticated, Well Educated

Exclusively modern, Con-sumer hedonism, Self determined

Expertise, personal fulfill-ment, success, fairness

Adaptive Achievers

High or Middle social status, Flexible top per-former

Modern Values, Interest in global affairs& new media

Success, performance, tech-nology, ambition, achieve-ment

Main stream Sinus Milieus

Old Guard All social status Traditional values, Be-lieve in proven way of living instead of new or unfamiliar

Routines, honesty, familiari-ty, accuracy security, reliabil-ity

Modern Mid-dle

Middle or low So-cial Status, Ambi-tion to be in high social & profes-sional status

Modern values, Consum-er hedonism, Post mate-rialism, Good at adapting

Possibilities, security, ambi-tion, social advancement, harmony

Mavericks Middle or low So-cial Status, Ambi-tious young core

Consumer hedonism, Post materialism, Flexi-ble, Challenging

Independence, challenge, innovation, quality, security, change

Social Underclass

Materialists Lower Class, social exclusion

Need for social inclusion, anxious about future

Sense of belonging, trends, security, self-confidence, popularity

Disenfran-chised

Modern lower Class, Don’t want to go to higher sta-tus

Modern value, Fun, Re-fuse to take life seriously

Fun, provocation individual-ism, extravagance

References: http://www.sinus-institut.de/en/ http://www.integral.co.at/en/sinus/milieus_int.php

The following table segments the society in various Sinus Milieus based on social status and basic values and consequently to the elements the ‘tick’ the target group:

http://www.sinus-institut.de/en/

Emotional Marketing-

Building personal identification with brands

No one has stated it better than Napoleon Hill:

“People buy your personality and ideas long before

they buy your products and services.” The goal of

Emotional Marketing is to elicit an emotional re-

sponse from a customer, not to showcase the

product. Consumers are, nowadays, blogged with

array of similar products. So the consumers have

to decide among products of similar features hav-

ing same functional value. So emotions play a cru-

cial role in the decision making process. Emotional

marketing is messaging that builds one’s ego.

To explain Emotional Marketing let us look at the

commercial by Coca-Cola where it had tried to

show that there were more reasons to be happy

than sad. This jingle showed the positive aspects

and depicted that for every negative there are

multiple positives happening in the world. It ended

with people sharing Coca-Cola which promoted

sharing happiness.


The voice of kids brought innocence and genu-

ineness to the advertisement. This advertise-

ment had a different emotional appeal where

people’s right to be happy was brought forth and

then the brand Coca-Cola was linked with it.

Previously brands followed Commercial Mar-

keting where as today emotional appeal is highly

required specially to make the brand a part of

your customer’s life. Many advertisements which

were previously commercial are now moving to-

wards Emotional Marketing. Let’s analyse the

advertisement of KBC. The KBC 2 advertisement

was more on how to register for KBC via Airtel

and KBC 3 advertisement tried to bring in the

brand value of Shahrukh Khan. The movement

from season 4 jingle of ‘Koi bhi sawaal chotta

nahi hota’ to the season 5 jingle of ‘Koi insaan

chotta nehi hota’ clearly shows the bend to-

wards personal appeal. The season 5 advertise-

ment was clearly targeted to increase the view-

ership base in semi-urban and rural India.

10 8

Bijayini Samal

PGDM,

FMS,

Delhi University.

The season 6, KBC 2012 is seen moving its base

more towards emotions. It now promotes itself

with ‘Gyaan hi aapko aapna hakk dilata hai’ and

every advertisement links itself with a prevailing

issue. Its advertisement of ‘Mubarak ho ladki hui

hai’ indirectly raises a voice against the oppres-

sion of girl child which is still prevailing in some

parts of the world. After showing the problem, it

showed KBC as a platform which can help them

stand against the oppression. Even its advertise-

ment of ‘Bada baap’ was a voice against prevail-

ing corruption and ‘Sach bolna’ was an encour-

agement to tell the truth.

These were some examples which shows the cur-

rent trend towards Emotional Marketing. Even

research shows that Emotional Marketing appeals

customer more than both commercial marketing

and combination of commercial and emotional

marketing. People tend to care about emotions

more as it links them personally with the brand.

The benefit that a brand derives out of it is a long

term relationship.


11 9

A 11, Meerut Road Industrial Area

Ghaziabad - 201003

Ph: +91-120-271-4511 / 09 / 10

+91-98180-39344 Fax: +91-120-271-4529

Helpline: +91-99104-88828Service: +91-120-275-7102

Email: [email protected]

[email protected]

UTTAM TOYOTA

THE ‘E’- CONNECT: Your Brand just can’t afford missing this !!!

“Today a product is not only a product; it has got

to be a part of you.”

The world is becoming automatic and tech-savvy,

boundaries are disappearing; the world is getting

smaller and smaller squeezing its individuals into

a homogenous mass. The word “Emotions” is

getting pushed deeper and deeper into the cor-

ners of human heart. In this emotionless world,

it’s the products through which a human being

tries to associate itself with, which represents him

and helps him maintain his individuality and ex-

press his deepest emotions. The product or ser-

vice can no more be considered a non-living com-

modity; it has to have an animate aspect to it. It

has to be given a human touch, a sense of feel.

This is what has to be the target of Emotional

Marketing.

You just manufacture a product, you cannot sell it

anymore. You need to connect it with your target

customer, which is the most difficult task. Just like

adding an outside person to your family and ac-

cepting him as a member.

The entire

premise of Emotional Marketing is based on HOW

WELL YOU CONNECT. The same product can have

varied levels of connectivity with different con-

sumers. The more customized you make a prod-

uct, the better is the “connect” with the target

market. This is the reason why the same product

comes in different SKUs.

In today’s market, a Brand is no more a name

which represents its product; rather it’s the name

that stands for its consumers. The consumer’s

brain has voids (emotional, psychological) for

needs. The product has to sense that void and fill

it. For a completely new product, that void has to

be created and then filled. These complex human

aspects make today’s marketing all the more chal-

lenging, because Man himself is a tangled, com-

plex living thing. Even the surveys and reviews

given by them cannot be completely trusted be-

cause most of the times they do not know why

and how to react. They themselves might not be

aware of what is going on in their sub conscious

minds.

Nurturing and nourishing the untold, exploring

and exploiting the desires and aspirations is the

biggest challenge. It’s all about the game of un-

certainty and how close you can get to certainty

and capture the emotional quotient of the con-

sumer and tag them with your brand. Thus Mar-

keting Strategies of the near future are going to

be fascinating and beyond imagination.


12 10

Gayatri Aradhana

PGDM,

Welingkar Institute of

Management Develop-

ment and Research

(WE School), Mumbai

13 13


11

“It’s not who we are underneath, but what we

do that defines us” says Rachel Dawes in the opening film of the just concluded Dark Knight franchise. Was this line directed at just Bruce Wayne in the movie? Such dialogues formed a critical part in Nolan’s greater scheme of things which he had in mind for his Batman re-boot franchise (arguably one of the greatest re-boots of all times). Essentially Bat-man happens to “a superhero without being a superhero”, in the sense, he doesn’t possess any superpowers. The fact that anyone can be Bat-man (you, me or anyone reading this) gives a sort of instant connect to the character. Slowly, as the movie progresses, you begin to see yourself un-derneath that mask, rising in all splendour above a corrupt and crime-ridden society, and before you know it, the caped crusader inside you is awoken.

Traditional marketing is dead. One needs to come up with new and innovative ways to attract the consumer’s dynamic mind. One such marketing that has caught up in recent times is the “Guerrilla Marketing” – a low cost unconventional creative strategy that is generally used to create a buzz around a product/theme whilst also engag-ing the consumer by turning viral. In case of Dark Knight franchise, Pasadena based 42 Entertain-ment was in-charge of creating and executing the grand scale viral marketing campaign. No! This was not going to be one of those campaigns which reveals almost the entire movie in the name of promotional teasers and trailers, gener-ate huge hype and then die down as soon as the movie releases and bringing with it, the demise of the movie as well, due to the hyper-expectation it generated. Imagine seeing the above poster on a wall in your neighbourhood – you don’t have to be a follower of the movie series, nor an admirer of the comic strip. The poster is just intriguing enough to catch the attention of the casual by-stander whilst at the same time subtle enough not to expose any crucial element of the movie plot. Catching the attention is one thing, but retaining the attention, arousing the interest, creating a desire and motivating the audience into action is an altogether different ballgame. A website “WhySoSerious.com” was launched where, for every email sent by the fans, one pixel was re-moved ultimately revealing the first official poster

Mark-e-feed: Discovering the Dark Knight in YOU

Dinesh S

PGDM,

IMT, Ghaziabad.

References http://ecommercecrux.mavenstore.com/ecommerce-

today/how-can-a-company-go-from-mass-marketing-to-

mass-customization-by-taking-advantage-of-e-

commerce-2

http://www.web-books.com/eLibrary/NC/B0/

B64/033MB64.html

http://en.wikipedia.org/wiki/Communications_in_India

http://iamai.in/rsh_pay.aspx?rid=C4kbdd8VUJo=


H

e

of “The Joker”. A similar campaign was launched

for Dark Knight Rises when the twitter handle

“#TheFireRises” was made viral and for every

comment on twitter that featured this hash-tag,

one pixel was removed from the Dark Knight web

page to reveal the first image of “Bane”. This pic-

ture was taken at Sathyam Cinemas, Chennai dur-

ing the premiere of the Dark Knight Rises. Similar

bat signals were shot into the sky in New York

City and Chicago, where attentive followers of the

bat signal were led to special free screening of

the movie three days before its actual release.

Such activities, called “Alternate Reality Game

[ARG]”, are able to sustain the interest levels of

the audience for more than a year by not just in-

volving them, but also empowering them, which

magnifies their passion towards the product and

translates into tangible action and extreme loyal-

ty for the brand. They became citizens of Gotham

city, took its subway, tuned into Gotham TV and

radio stations, not just involving them, but also

empowering them, which magnifies their passion

towards the product and translates into tangible

action and extreme loyalty for the brand. They

became citizens of Gotham city, took its subway,

tuned into Gotham TV and radio stations, read a

copy of Gotham Times daily, went on wild Joker

chases, “I Believe in Harvey Dent” political rallies,

live recruitment drives for Joker’s gang through

cellphones hidden in cakes, the list is just endless.

And today’s age of social networking ensures that

the message gets conveyed not just to the intend-

ed recipient, but to his entire social circle.

To conclude, “advertainment” is the order of the

day. Though relatively new, this concept has tak-

en to increasing popularity and is slowly becom-

ing an established form of marketing. Its principle

advantage is that it is comparatively inexpensive;

more than the money, it is time and effort which

is needed in larger quantities here. Thus, it is be-

ing endorsed by SMEs and entrepreneurs as it

snugly fits their budget constraints, while achiev-

ing similar, if not better, results compared to tra-

ditional marketing techniques.

12

Mark-e-feed: From the dusk of Mass Marketing to the dawn of Digital Marketing

Mark-e-feed: From the dusk of Mass Marketing to the dawn of Digital Marketing

In today’s era, the generic “one size fits all” mar-

keting strategy is losing its relevance. No longer

can businesses afford to blindly send large vol-

ume of the same message to unqualified persons.

Nor can they afford to treat customers the same

way. Products within a category are getting less

and less differentiated and brands are getting

closer and closer. As consumers demand more

from their brands and have more available choic-

es, they segregate themselves into smaller and

smaller niches in the society. Such competitive

markets have forced the brands to find newer

ways to stand out and connect with consumers .It

has become imperative for the companies to tar-

get these niche sections to deliver the right prod-

ucts to the right people through the right chan-

nels—all at the right time, in order to stay com-

petitive, keep marketing costs under control and

increase their revenues.

Mass marketing is no longer the “long-term”

strategy. The trend today is changing towards

more precise, targeted marketing which ensures

that the companies are actually hitting the right

customers. A shift of the trend from one-way,

company-driven sales mentality to a two-way re-

lationship with consumers is assisted with core

changes in the way marketers do business. The

marketers are now finding new ways to reach

their customers and understand their needs and

preferences. Digital marketing offers great ad-

vantage to reach consumers in a timely, relevant,

personal and cost-effective manner.


Siddharth Arora

MBA,

NITIE, Mumbai

13


14

The massive Indian market is changing fast. Inter-

net has started penetrating into the lives of the

people. For people with access, it is a major part

of their daily or weekly schedule. Internet access

is mainstreaming among professionals and the

use of mobile is intensifying.

As per a report by Internet and Mobile Associa-

tion of India (IAMAI), India has crossed 100 mil-

lion Internet users in Sep 2011, a growth of 13%

over the last year. With the rapid growth in GSM

subscribers in India touching a figure of 433 mil-

lion and the number of online users touching a

figure of 112 million, online and mobile phones

have now become the important communication

vehicles. Internet is now no more limited to the

urban areas, but also has started penetrating in

the towns and villages as well. A report published

by IAMAI (March 2011) states that about 50% of

the internet users belonged to the small towns

(<10 lakhs population).

Consumers, who used to seek out family and

friends for word-of-mouth product recommenda-

tions now read online reviews, compare features

and prices on Web sites before making a choice.

A Push Digital Marketing would constitute compa-

nies promoting their brands via e-mail, mobile

sms, RSS podcasting while the Pull Digital Mar-

keting encompasses websites, forums, web logs

and streaming media (audio and video). This in-

formation flow not only empowers consumers

but also allows marketing departments to be part

of the conversation consumers have as they ac-

tively learn about product categories and evalu-

ate choices.

Many digital campaigns came out to be fortunate

for the companies. The Cola czars Coke and Pepsi

reported an increase expenditure on the online

campaigns to connect with their consumers.

Pepsi previewed its Shah Rukh Khan

'Sapera' (Snake charmer) campaign online before

taking it to the television while their arch-rival

Coca-Cola launched Coke Zone, a social media

website which offers exclusive content and re-

wards. The huge success of Tamil-English number

“Kolaveri di" even before its official launch has

proved the power of online social networking

platforms.

It is clearly observed that the Digital Channels

offer marketers cost efficient opportunities for a

brand to stay in touch with customers which not

only improves marketing performance but also

customer loyalty. With such lucrative prospects, it

is not surprising that the digital channels have

now become an important part of the marketing

strategy.


15

Mark-toon

The ladder is endless. Think I’ll climb on !!!

Mark Roadies 5.0

MarkUp, the Marketing club of IMT Ghaziabad

organised the first competition of the academic

year. With over 80 teams participating with the

zeal and enthusiasm associated with a new begin-

ning, what a grand success MarkRoadies5.0 was.

The event challenged the minds of the incoming

batch, testing creativity, resourcefulness and

presence of mind.

On the 1st of August the amphitheatre was abuzz

with excited students waiting to get the show on

the road. Thus began Round one, Mark Roadies

5.0. A Treasure Hunt and a time limit made the

participants run all over the 15 acre campus. In-

spired by the Game of Thrones and based on the

4Ps of Marketing the clues were mind boggling

and sweat inducing. And that wasn’t all, Club

MarkUp designed tasks which included creating

an on the spot sales pitch, guessing the prices of

items thus subtly introducing fundamental con-

cepts of Marketing. The crossword puzzle tested

knowledge of brands quite effectively.

Okay so second round and time for serious busi-

ness. The objective was product development

with emphasis on innovation, consumer under-

standing and creativity of the teams. For many of

the participants, the concept was an entirely new

one. But they gave it their best shot. Ideas and

products ranging from Room Cleaning Service to

Shopeaze rocked the competition. Further an in-

depth analysis of product, promotional strategies,

and feedback tested our competencies as young

marketers.

Karan Gandhi, Parth K Mannadiar and Karthik K

and Aastha Malhotra , Varun Mangalik and Ur-

vashi Chugh were adjudged a deserving 1st Place.

The team of Inderjeet Singh, Shreyy Singhal and

Jatinder Sethi bagged the runner up prize.

All in all an interesting and fun event organised by

Club MarkUp, and yet another feather in its cap.

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Documents

Markezine August 2012 Edition