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8/2/2019 The Marksman - Festive (Oct) Issue
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SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 2 | ISSUE V | OCT1
MARKSMANT
GuerillaMarketing No Moneymarketing -Old Monk
4Ps of Anna
Hazares
Campaign
andmore!
INSIDE
FESTIVEMARKETING
Celebration time for buyerand sellers alike
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EDITORS DESK
OCTOBER 2011 01
Cheers !!
Team Marksman
The Interface The Marketing Club of SIMSR
Dear Readers,
At the onset of this festive season, we bring to you a riveting,
celebratory and insightful festive edition of your very own MARKSMAN! This issue isour basket of wishes to all our readers thanking you all for your encouragement,
suggestions and unstinted support. We shall continue to strive towards excellence;
learning and raising the bar at each leap!
The coming few months, beginning Diwali to the New Year, are going to be full of
merriment and ebullience. Ring in the revelry with our cover story on Festive
Marketing! Read on how companies hit full throttle with promotions, offers and
advertising campaigns to leverage the occasion.
We hope you appreciate the element of surprise! Our special story shall take you
through some intriguing and creative Guerrilla marketing. Indulge yourselves with
MARKSMAN traditions such as TWEETS, ITS ALL ABOUT AD-ITUDE,REWIND and
get acquainted with our new addition SQUAREHEAD!
We, at Interface are overwhelmed by the increasing number of entries we have been
receiving in response to our call for articles. We take this opportunity to thank all our
readers for their enthusiasm and for making our job more challenging- we love it!Keep writing in! We would also like to congratulate the winner of our featured
articles section Mr. Abhimanyu Sukhwal. Our featured articles shall take you through
the unique, penniless marketing of Old Monk; explore how 4Ps are being used to sell
not just products or services but also socio-politico awakening, case in point, Anti-
Corruption campaign by Anna Hazare; next we open the Pandoras box claiming- All
Marketers are Liars.
We hope you enjoy reading this issue as much as we did bringing it to you! Until the
next issue, in memory of the great visionary- Steve Jobs.
Stay hungry, stay foolish!
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03
CONTENTS
THE MARKSMAN02
COVERSTORY
THE
REGULARS
06
SPECIALSTO
RY
FEATURED ARTICLES
New!
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COVER STORY
OCTOBER 2011 03
The extended festive season is here! Itgoes on for about a month and a half,
and for the religiously inclined Indians,its also an auspicious time to do
purchasing. And the marketing
departments of all companies, big or
small, know of this opportunity and are
geared up for it , ready to go that extra
mile to rope in customers.
What is festive marketing?
The onset of the festival season is from
Onam and it lasts till Diwali, and in
between there are festivals like Durga
Puja and Dussehra. So during this period,
almost all of India has one or the other
festival being celebrated and companies
have the opportunity to push their
products and to this end, they come up
with various offers, either advertising iton a pan India scale using ATL(Above
The Line) Marketing or have separate
BTL(Below The Line) marketing
campaigns region wise. Majority of the
players increase their marketing spends
by nearly 30-40 per cent, along with the
introduction of new products, discountsand offers, and promotion campaigns. So
basically any special promotion offer
going on during the period between this
time can be classified as festive
marketing.
Whats in it for the companies?
In a country like India, where purchase
decisions are mostly driven by emotions,
the holiday season comes with a big
bonus of reminding the customers about
the Indian culture by associating it with
products. Festivities provide a very goodopportunity to reconnect with current
and prospective clients or customers.
Companies can plan out effective
marketing strategies during the festivals
that will help in making a better connect
with customers or clients, and this
Is it as bright as the festivities?
"It's not enough that we doour best; sometimes we
have to do what's required."
- Sir Winston Churchill
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COVER STORY
THE MARKSMAN04
is exactly what the companies do. They
will go to any extent to lure in the
customers in the festive season andmake them loosen their purse strings
even if they are unwilling, especially in
the recession and post-recession
recovery period.
How do they go about it?
As is evident, festive time is a bigopportunity to increase sales and so
companies leave no stone unturned to
gain as much advantage of this seasonal
increase in consumers willingness to buy.
Looking at previous trends, companies
see a 30-50% jump in sales figures during
the festive season. And to achieve this,
they spend accordingly too. Companies
like Sony and Whirlpool spend anywherebetween 100-150 crore towards ATL
and BTL promotion during this time
which includes television and print
commercial, OOH(out of home), cinema
and shop front advertising. These
advertisements usually talk about a
promotional offer or scheme that the
company is offering, and these schemes
are designed keeping the demography inmind which is evident from the fact that
different areas have separate schemes.
If we look at the offers being extended
this time around, Samsung India hasrolled out the Samsung Smart Utsav
offer, valid from September 10 to
October 31, 2011, under which the
company is offering gifts worth Rs 150
crore. Also, on the purchase of any
Samsung product, consumers are assured
of gifts like DVD packs, 3D titles, DVD
player, Blu-ray player and 3D glasses. The
company has targeted around 30 percent growth for the festival season and
has rolled out a host of new products
with the main focus on its Smart
television range and its home appliance
product ranges. Departing from
consumer durables and going into the
service sector,
Uninor had announced the launch of its
special Durga Puja Campaign called Kom
Damey Besi Kotha which translates to
more talk for less price, for both
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OCTOBER 2011 05
COVER STORY
Kolkata and West Bengal circles. The
campaign was offering more talk time,
hence more value for money forUninors customers in Kolkata and West
Bengal during the festival season. The
festive offer for Kolkata customers
includes up to 60% discount on all calls.
Are consumers buying into it?
During the festive season, people are
interested in buying new things andcompanies target this propensity of the
customers to introduce some very
attractive offers as mentioned before.
Now to a customer, who is already
willing to buy a product during the time,
it is an added bonus to get a free gift or
a discount on a purchase, but these are
not the people the companies focus
upon. Their prime targets are the
consumers who are on the borderline of
purchasing the product and the
promotional offer swings their decision
in favour of the purchase. Also included
in the target audience are people, who
did not think of purchasing the product,
but seeing a very lucrative offer, indulge
in impulse purchasing or think thatbecause of the limited nature of the
offer, they can miss it and end up
purchasing. These kinds of sales are the
ones which account for the increase of
about 30-50% in the sales figures of a
company.
So to conclude, we see that the deals on
offer during this auspicious season makefor a win-win situation both for the
consumers as well as the companies
because both get something out of it and
even though Lord Leverhulme, the
British founder of Unilever said Halfthe
money I spend on advertising is wasted,
and the problem is I don't know which
half such is not the case during
festivities. Companies do recover the
extra money spent on the IMC
(integrated marketing communication),
so go ahead and spend. These offers
wont last just like the festivities!
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SPECIAL STORY
THE MARKSMAN06
Guerrilla Marketing is a brilliant idea,
involving the customer in a surprising
and an unconventional marketing activity.
It should stand out from the saturated
advertising landscape by being fun and
not bothersome. It distinguishes itself
from other promotional tools by itssurprise effect. The aim is to irritate,
fascinate, and animate the consumer.
Guerrilla Marketing strategy is based on
imagination, unconventionality, and
flexibility instead of market power,
enterprise size, and marketing budgets.
Some of the Guerrilla Marketing
Weapons are:
Ambient Marketing
Ambient Marketing tries to approach the
customer individually through the place
of contact. It can be a medium with good
potential to bring attention to a brand
or a product in a creative way.
Following is an advertisement for
Rejoice conditioner in Bangkok, Thailand.
"To untangle all this, use Rejoice
conditioner
Presence Marketing- marketing
for being there
It entails making the business name
recognizable and familiar.
Fortune advertising agency has come upwith a very strange way to create
awareness about Johnny Andreans hair-
strengthening product launch.They
You will find it at the momentyou do not expect it!
And the moment you notice
the advertisement and start
thinking about its message
they have, what they want
your attention and interest.
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OCTOBER 2011 07
SPECIAL STORY
substitute passenger handle in public
transportation to demonstrate how
strong your hair turns by using their newproduct.
Ambush Marketing
Deals with attacking out of the blue!!!
For instance, at many major events one
brand of a particular category pays a high
price to be the exclusive sponsor, which
leaves their competitor in the dark.Ambush Marketers then find a way to
grab eyeballs by presenting their brand in
connection with the event, since it
attracts the attention of thousands of
visitors and also viewers on TV.
Big bazaar came up with three different
hoardings:
Experiential Marketing
Its becoming easier for us to tune out
and ignore advertisements today. So
experiential marketing aims to give you
an experience rather than send a one-
way message. Experiential marketing lets
you interact with the product and
associate your immediate emotional
responses with that brand.
Keep West-aSide. Make a smart choice!
Shoppers! Stop. Make a smart choice!
Change Your Lifestyle. Make a smart
choice!
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SPECIAL STORY
THE MARKSMAN08
Excellent action developed in
Amsterdam for fitness first international
chain of health clubs. In order to remind
us our lack of physical activity, theyinstalled a scale at the bus stop bench.
ust sit down at the bus stop and your
weigh will appear on the billboard. A
perfect way to ruin your day and start
thinking about some abdominal exercises
and jogging.
Guerrilla Marketing in theMarketing Mix
Companies often operate according to
their traditional marketing philosophy,
but Guerrilla Marketing for single
campaigns is different. Here the balance
in the marketing mix shifts towards one
of the 4 Ps. Around 70% of the
campaigns put their focus on promotion.
The remaining 30% place their focus
equally on price, place ,and product.
The following examples are campaigns
where the focus is on one of the 4 Ps.
Here it is:
Guerrilla Promotion (70%)
In most cases Guerrilla Marketingappears in the form of promotion. The
non-profit organization WMF supplies
one of the numerous examples of
Guerrilla Marketing promotion with its
slogan:save paper save the planet.
By pulling the paper towel out of the
box, the level of the overall paper towel
pile decreases. The user can not only see
the decreasing pile, but also the effect
that the use of the paper towels has on
the rain forests in South America. With
this simple example WMF tries to
redirect the attention of the user
towards WMFs interest to maintain the
rain forests.
Guerrilla Pricing (10%)
The focus of Guerrilla Marketing
strategies can also be pricing. It describes
a new way to differentiate itself from the
rest of the competition.
Customers of the electronic retailer
Media Market were promised to get
back their money if they bought TVs
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OCTOBER 2011 09
SPECIAL STORY
before the Soccer European
Championship in case the German
soccer team won the tournament. Many
people took the opportunity and bought
one or more TVs.
In the end Germany did not even get
through to the final round and the
customers did not receive their money
back. Media Market was the winner.
Guerrilla Distributing (10%)
The distribution of a product can also bea special experience for the customer.
Even though books have a hard time
surviving competition from other media,
the famous Harry Potter series by J. K.
Rowling proved it wrong. Knowing fully
well that young readers were waiting for
the new book release and wanted to buy
the book at the day of publication, bookshops, retailers, and delivery services in
many countries offered special services
to customers to buy or to receive the
book at midnight in order to be one of
the first to own the book.
A lot of fans came to book stores
dressed in Harry Potters costume to
buy the first copies. Others were willing
to pay extra to get the book delivered to
their homes at midnight.
Guerrilla Product (10%)
The packaging, the form, and the brand
can be a vehicle for Guerrilla Marketing.
For example Kelloggs introduced its
Drink n Crunch cup shown in the
picture below.
only at home. This makes the cornflakes
an alternative to chocolate bars and
other sweets.
Done poorly, guerrilla
marketing can make yourcompany look like a nightmare.
Done correctly, it is one of the
single most powerful marketing
tools.
The cup allows the
customer to have
cornflakes-to-go. The
one-person-portion in
the cup only needs
milk in addition to
make it a snack that
can be enjoyed not
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FEATURED ARTICLE
THE MARKSMAN10
One would never imagine that a
tenacious soldier could turn into an anti-
corruption crusader brilliantly executing
an amazing series of checks and counter-
checks leading to an eventual checkmate.
Product
The entire movement picked up theright pulse of a wide-permeating national
issue of corruption identified as the
latent need of every Indian. Anna himself,
with his charismatic leadership, Gandhian
persona, patriotic background and lack of
political affiliations proved to be the
right candidate for Indians to entrust
with such an onerous task. The core part
of offering was attacking corruptionthrough use of a strong anti-corruption
Lokpal (ombudsman) bill in the Indian
Parliament giving greater power &
independence to lokpal and lokayuktas
supported by the following tangible
entitites:
Hunger strike (fast) unto death at
antar Mantar (Delhi)
Gandhian topis with I am anna hazare
written on them
Other products in the category
working for similar causes were anti-
corruption activists turned supporters
like Kiran bedi and Baba Ramdev
Movement organized on the lines of
similar Independence for India campaign
by M.K. Gandhi
BrandThe central brand of the campaign was
Anna (main mascot of movement)
himselfacting as a challenger brand to
established names in Indian political
domain. Brand Anna skilfully executed
most of the 8 credos of effectively doing
more with less.
Price
lifestyle changes, psychological and legal
risks (friction with authorities and law)
due to participation in the movement.
This was strategically, significantly
reduced by branding it as non-violent
civil resistance.
Price which is the
cost to target
audience for
benefits offered
by the movementwas time, effort,
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OCTOBER 2011 11
FEATURED ARTICLE
PlaceThe high profile movement sparked a
viral outburst of protests across the
nation while doing justice to a multiplehub and spokes model initially targeting
key major cities and then the lesser
news-grabbing regions. Decision making
was centralized as opposed to
channelizing movements & minor tactics.
Promotions
The entire movement fits to be a perfectexample of Integrated marketing
communication with its India against
corruption campaign by effectively using
various vehicles of advertisement and
promotions like website
(http://www.indiaagainstcorruption.org/ ,
http://www.annahazare.org), social media
(Facebook5.26 lakh likes & twitter),
telephonic IVR & missed call services( 2.5 crore claimed missed calls),
customized games
the campaign formed the perfect recipe
for viral marketing.
Once visionaries & radicals like Baba
Ramdev, Kiran Bedi and Arvind Kejriwal
were wooed, it seemed only a matter of
time before the alphas (NGOs, activists,
publics, PR) followed. The bees (message
spreaders) seamlessly spread the
message to the mainstream which eventouched the laggards (high classes of the
nation nonchalant to / benefitted by the
prevalent corruption) to create a
resounding roar which made the political
big shots quake in their boots.
It may be too early to conclude whether
or not the entire movement will make a
difference to the problem of corruption
plaguing our country. However, one cantdeny that the nation just witnessed one
of the most effective marketers in
disguise - Kisan Baburao Hazare, or
Anna (big brother) Hazare who
demonstrated the 7 stages of Marketing
Judo with unprecedented perfection.
www.annahazaregam
e.com). The entire
campaign had a high
Social networking
potential further
strengthened by
celebrities andleading activists
alike. The entire campaign was skilfully
planned and tactfully executed. By
targeting the right social hubs, market
mavens & masses suffering fromcorruption (directly or indirectly)
Modern marketing at its best
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FEATURED ARTICLE
THE MARKSMAN12
"All marketers tell stories. And if theydo it right, we believe them. We believe
that wine tastes better in a $20 glass
than a $1 glass. We believe that $225
Pumas will make our feet feel better and
look cooler than $20 no names. . . and
believing it makes it true."
-Seth Godin in AllMarketers Are Liars: The Power of Telling
Authentic Stories in a LowTrust World.
Marketers today are storytellers. In a
quest to give people what they want,
they seem to have erased the line
between fantasy and reality. And all this is
fine with the consumers too they love
to hope. They love to believe that Fair
and Lovely will indeed be the path to the
career of their dreams, as a pilot, a
newsreader, an actor or a model.
Men, so what if you do not have either
good looks or money? As long as you
have fresh breath women will flock to
you.
Objectively speaking, using one specific
type of pen never guarantees good
marks in examinations. Neither does
drinking a particular brand of beverage
suddenly make a person a dare-devil.
and advertisements attempt to portray
that perfect state not as a dream, but as
a reachable reality. The special touch
added by marketers is the image that it
is only by using their specific product can
the consumers achieve what they desire.It is this hope that makes todays men
believe that the perfect suiting is
indispensible to being the complete
man.
However, TV
commercialsin India have
somehow
managed to
convince
consumers of
the same. But
it is not that
marketers are
lying outright.All consumers
have certaininnate desires
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The Conditions Apply clause is
inevitably written in some obscure
corner in fine print. These practises
ultimately mislead consumers and trickthem into trusting make-believe
products that are portrayed to be the
best, cheapest, of finest quality, unique
and most-effective all at once.
Today in an era of increasing advertising
clutter, companies are finding it hard to
occupy a niche place in the minds of the
consumers. Further, a saturation point in
innovations in some products seems to
have been reached. Understandably,
there is a limit to which a detergent
powder, for example, can be made
desirable. After the power cleaning beads
and fragrances have been incorporated,
there is little left to innovate in the
product. It is now that marketers resort
to creating hype around their products,in the hope of attracting consumers.
Now comes in the promise of a life-
changing experience.
But in the long run is it really worth it?
Failure to meet the tall claims eventually
Vaibhav Bedi, a 26-year-old man filed acase against HUL, which owns theAxe brand of men grooming products
for cheating and causing him mentalsuffering.
products for over seven years. Axe
advertisements suggest that the
products help men in instantly attracting
women.
The need is a balanced approach
towards advertising. While marketers
must communicate the benefits ofproducts as creatively and convincingly
as possible, practices that attempt to
blatantly fool customers should be done
away with. Ethics should always be an
integral part of all marketing activity.
OCTOBER 2011 13
FEATURED ARTICLE
Marketing
communication isdesigned such that
consumers miss the
fact that products donot guarantee results.
disappoints consumers and
discourages repeat purchases.
Advertisements that promise
too much and not deliver may
also meet with marketing
disasters, tarnished brandimage and legal woes. In 2009,
He cited
his failure
to attract
any girl at
all even
though he
had beenusing Axe
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FEATURED ARTICLE
THE MARKSMAN14
What is it about the squat, dark, oddlyshaped bottle that Indians dont seem to
get enough of? What is the magic of Old
Monk that never dies? What is the basis
of the unquestioning faith that the Old
Monk drinker reposes in the brand?I will start with a little introduction of
the brand, especially for the non-
alcoholics. Old Monk or Buddha Sadhu,
as we often refer to it, is dark rum
blended and aged for 7 years. There is
also a more expensive version, the Old
Monk Gold Reserve, which is aged 12
years. Old Monk is an Indian Made
Foreign Liquor (IMFL) brand that finds
itself in almost all bars the world over,
and is usually the least expensive drink
on the beverage menu. It has an alcohol
content of 42.8% and is produced by
brand, probably an answer to Harley
Davidson, Starbucks and Apples cult
status.
For the past 35 years, Old Monk has not
changed its bottle and neither its taste.
Good brands, it is said, try to build a
relationship with the buyers. Old Monk
has built a romance. Some say (read UB
Groups Mr. Vijay Mallya) that Old Monkhas a niche of its own, as it is priced
lower compared to the other alcoholic
beverages of its category. As such the
sales cannot be compared to that of
Bagpiper, for example. Whatever the
reason, Old Monk is known as the
Scotch ofRums. And though it may be
inexpensive to many, it is never cheap.
beaming from the bottle label surely isntthat attractive. So how does this leading
IMFL brand sell more than 125 million
cases each year? The answers are many-
Brand Loyalty, Low Price or sometimes
even Nostalgia.
Old Monk:
Mohan Meakins Ltd,
based at Mohan Nagar,
Ghaziabad, Uttar
Pradesh. It is the 3rdlargest selling rum in
the world and is oftencalled Indias own cult
So, thequestion that
naturally
arises is why
the success?
A funny, bald,old man
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So, the question that naturally arises is
why the success? A funny, bald, old man
beaming from the bottle label surely
agdeep Kapoor, founder and Managing
Director of Brand Consultancy firm
Samiksha, says, Often we use a product
because our parents did. -One of the
many reasons for the success of OldMonk. 35 years old banker Prakash
Tandon quotes, "My grandfather
introduced it to me.and now I cant
seem to drink anything else. Indian
customers tend to stick to a brand as
long as the taste and quality are
maintained. Being priced towards the
lower side, Old Monk is a drink for India.
It unites the diverse castes, creeds and
social strata and differentiates among
none. It is automatically the first choice
of the college student, being one of the
most inexpensive drinks on the counter.
After that, the student grows up, matures
and retires, new years come and go, but
the Monk remains, as Old as he can get.
It becomes a close friend, a confidantand a keeper of memories.
It is said that Brand Loyalty ensures that
sales keep coming. But Old Monk
drinkers are not merely loyal. They are
Brand Fanatics. They become hardcore
devotees of the brand and are typically
very addicted. Word of Mouth does therest.
get rich and shift to Scotch and Vodka,
but a bottle of Old monk never seems
to leave their beverage racks. It is not
rum, not an alcoholic drink, not a hard
days night. It is a companion that makes
strangers friends, never lets one feellonely and a companion that is always
there, in grief and merriment. This
ensures Mohan Meakins that the moolah
continues to come even with penniless
marketing.
OCTOBER 2011 15
FEATURED ARTICLE
The only form
of promotions
visible is the In-
Store
Promotions in
the form of
danglers and
counter-topand shelf stickers. People
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SquAreheaD
THE MARKSMAN16
With new additions to team Interface comes new talent and fresh ideas
to take the newsletter to the next level. This is one such idea we, the
Team Marksman have given a try. Presenting to you, SquAreheaD, ananime version of all that's happening in the world of marketing. Hope you
readers will love it !
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OCTOBER 2011 17
REWIND
In Greek, Nostalgia literally means pain
from an old wound. Its a twinge in yourheart, far more powerful than memory
alone. Nostalgia is like a time machine. It
goes backwards and forwards, reinventing
the wheel of memories.
Interface, true to its name, introduced
people's current illustrious face to the
young ambitious one while they were still
students. The whole setup was designed tobring alive a sense of belonging. The
interface stall, the wheel of fortune kept
alumni engaged and literally on their toes.
It was a test where no one could fail. It was
an exam where the only emotion was
happiness and satisfaction. It was a game
which had no politics, just the charm of asport. The Television a.k.a the Idiot Box
cast its spell to aplomb to attract people
towards the stall and enter into
exploration mode.
There is something peculiarly special about
the Kal, Aaj aur Kal factor. The movies
tapped it, some advertisements did as well.
But you witness its power when you see ithappening right in front of your eyes-
When you see the mark of respect in
alumni's eyes for a professor who imparted
knowledge to him/ her. After all Education
is the real Interface to Success !
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OCTOBER 2011 18
ITS ALL ABOUT AD-itude !
PRINT AD
Brand:The Times of IndiaAd Agency: Umbrella Design
Its time for the TOI Lokhandwala
Durgotsav 2011 and it is here to remind
you that this is the time for everyone to
forget all their differences and cometogether in celebration . After all, Faith is
Individual, Celebration is Universal.
The brilliantart work has a stunning mix
of convention and modernity. We see
Durga, with all her elements of divine
glory, in a funky new avatar. Going against
the norm, instead of using flashy and
bright colours that are generallyassociated with festivals, especially Indian
festivals, the colour palate has been kept
very muted and soothing.
Its off-beat, eye catching and gives a fresh
twist to a traditional tale.
TVC
Company: Coca Cola
Ad agency: McCann Erickson
This Diwali, Coke makes us walk downmemory lane by telling the tale of a group
of youngsters. These friends decide to
light diyas in memory of all the wonderful
moments they have shared together.
The shortcut by-lane that always saved
their lives, the wall that was made the
wicket in countless games of gulli-cricket,
Bahadur - the guard at the Girls Hostel,the romancewalarock, the canteen table
and so on.
By lighting two more diyas, Coke makes us
celebrate all the bits and pieces that made
our lives fun filled. This ad represents
what Coke is all about- something that
you celebrate with. The ad instantly makes
a connect with the audiences on an
emotional level. It says that Coke has
always been a part of all these moments
of joy and sorrow and will always remain
that way.
Wherever there is a celebration, there is
Coke!
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TWEETS
THE MARKSMAN19
Apple Inc stunned Wall Street by reporting results
that missed expectations for the first time in years,
blaming rumours of the new iPhone for hurting
demand in the September quarter. For any other bigcompany, a 54 per cent increase in profit and a 39 per
cent jump in revenue would be enviable. For Apple
though, weak sales of its star product - the iPhone -
were enough to overshadow everything else when it
reported fourth-quarter results.
Czech automaker Skoda is lining up a new compactcar Citigo for India, the small car originally planned
for Europe. The company has not been able to
crack the bigv olume compact car segment in India
with the Fabia, and it now plans to launch new
products in the lower-end of the market to corner
higher numbers and market share.
Come 2012 and BMW will be launching the iconic
MINI brand in India. MINI will bring their entireproduct line up to India which consists of the
MINI Cooper hatchback, the MINI Cooper Coupe,
the MINI Countryman, the MINI Cooper
Convertible, and the MINI Clubman. The price will
start from Rs. 25 lakhs for the MINI range of cars.
Marquee ethnic wear chain Fabindia has acquiredmajority stake in the UK based women wear
retailer EAST. The New Delhi-based Fabindia has
the option to buy the balance stake and take full
control of the foreign retailer within a year, said a
top company executive.
8/2/2019 The Marksman - Festive (Oct) Issue
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OCTOBER 2011 20
TWEETS
Apple Inc's iCloud service, part of its first product
release since the October 5 death of Steve Jobs,
may cement the loyalty of millions of consumerslured by Jobs's pioneering mobile devices over the
past decade. The service will automatically store
photos, songs and other files on servers at Apple's
data centers and sync them with all of a
customer's gadgets.
Over the past week you might have
seen a cute blue monster peeping out of
television sets, newspapers, hoardings
and web pages. Say hi to Bisley, the new
friendly neighbourhood mascot for
bottled water brand Bisleri which has
returned after almost 2 years !
Dish TV's latest commercial talking about new
offers finishes with the line; 'Itne mein, itna
kuch. Kahin bhi pooncho'(so much in so less a
price. Go and ask anywhere). Which is in direct
contrast to the Tata Sky advertisement which
says, ask questions.A cold war on the cards?!
8/2/2019 The Marksman - Festive (Oct) Issue
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BUZZ
THE MARKSMAN21
THE CROSSWORD Clues
Across
1. Which company recently launched this
new mascot? The name of the company can
also be said to be the generic name of the
product category.
2. This mountain was the inspiration for theogo of which company?
4. Which brand was invented by Alexander
Liepa of Montgomery, Ohio for the US Army,
known especially for its packaging. In 2006, it
released its product with either trivia
questions or jokes in red or blue ink.
6. General Purpose Epoxy Compound of
Mahindra, was called _________. Thisdivision was later sold to Pidilite.
8. Mansukhbhai Mahadevbhai Kothari once
noticed that some customers at a shopwere
getting impatient with the time taken to get
their favourite item. which company did he
start after this.
Down
1. Which Bollywood actor had a companynamed, "Golden Wafers", before he came into
the glamour world?
3. Engaging you, Achieving Together, Passion
for Innovation, Very Human. Connect this to a
company whose earlier logo is given.
5. To which company would you associate
this character?
7. The CEO of this company is a civic activist,
an art collector, has also authored Ale and
Arty, a coffee table book about brewing beer.
Identify the company?
Answers:
1.BisleriandthemascotnameisBisley(across)2.Toblerone3.Nokia4.pringles5.Pepsi6.mse
7.Biocon8.Panparag1.BomanIrani(down)
8/2/2019 The Marksman - Festive (Oct) Issue
23/25
OCTOBER 2011
Articles can be sent on any one of the following topics*:
Will the tablet "Akash" bring the desired change in
Tablet landscape & will it have ubiquitous acceptability?
Re positioning of Blackberry from corporate to youth.
Destination branding
*Please ensure that there is no plagiarism and allreferences 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 fontsize 11 (Arial) to: [email protected]
4. Subject Line: Your Name_Institute Name_Course
Year.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 ,
14 November 2011.
CALL FOR ARTICLESNOVEMBER 2011
22
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THE MARKSMAN23
COVER STORYUpveen Tameri
SPECIAL STORYHinal Shah
ITS ALL ABOUT
AD-itude !Tilottama Sanyal
SquAreheaDPallavi Srivastava
REWINDPallavi Srivastava
Tillotama Sanyal
COVER PAGE
Vishal Thakkar
TWEETS
Upveen Tameri
BUZZ
Sujit Mishra
DESIGN
Vishal Thakkar
8/2/2019 The Marksman - Festive (Oct) Issue
25/25
Happy Holidays !