MarG is online newsletter of mantra - marketing club at IIM Raipur

1. VOL. I ED. 01
MarG
MARKETING GYAN MONTHLY
mantra
The Marketing Club | IIM Raipur
In this issue of MarG Message for inaugural edition
? for inaugural
Message mantra has always been striving towards creating an environment
edition of sustainable marketing interest through its activities like event
participation and business quizzes. Our latest offering to students
? Cover story: The Decade at IIM Raipur and other interested folks is MarG - the monthly e-
That Wasn’t - Marketing
newsletter of Marketing Gyan. Marg is the path that leads to
Evolution in 2000-2010.
destinations, the journey to future. Where the journey itself matters
more, the journey where ethics and process matter more than
? Bollywood and Marketing
achievement of goals. MarG promises to deliver the same
- Munni turns around Zandu.
philosophy in marketing studies and literature with its thoroughly
? advertisements.
Classic researched articles and contents. We would be focused to
develop MarG as a prominent source of marketing gyan in
? Marketing activities on interested fraternities and this would require efforts on your side as
campus. well. mantra open heartedly welcomes you to contribute to MarG .
So folks its your time to enjoy MarG and feed some gyan to your
hungry souls. Special mention of thanks must go to the members
of team mantra who have been relentless in their efforts to bring
this issue to light. Enjoy your copy and be ready to get surprised.
Let there be light - of gyan in marketing.
Team mantra
mantra - The Marketing Club plays the role of igniting the
marketing instincts of the students and aims to emerge as the
centre for creative thinking and innovation in marketing, which will
ultimately facilitate the students to rise to the challenges of the
Editorial team: global markets.
Anant Bibhore
Akhil Rumandla The vision is to achieve the objective through on-campus club
Conceptualization and events and activities. These include quizzes, knowledge sharing
creative design: sessions, case contests etc. The club also invites eminent
Anant Bibhore personalities from industry and academia to deliver guest lectures
contact us at: where topics range from marketing basics to innovative practices
mantra@iimraipur.ac.in and emerging trends.
mantra.iimraipur@gmail.com
Anant +91-8827380944 all rights reserved with mantra.
Pratyush +91-8827380975 views expressed in articles are of contributors and may not necessarily
express mantra’s views.

2. The Decade That Wasn’t
Marketing Evolution in 2000-2010.
Jesudas Pradeep
Gone are the days when marketing was having a Another strategy successfully being used in last
differential product which provided value to the decade is to provide consumers access to
customer with the right pricing, positioned at the complete services and solutions through creation
right segment, made available through convenient of Marketing ecosystems the objective being to
channels, communicated effectively through a offer specialist services on the same platform. An
suitable medium in an engrossing manner and ecosystem, brands realize, works even in high
sold by thrifty salesmen to ensure success. It is not clutter urban markets. The high octane growth in
only the advent of mobile technology with India has lead to a more evolved consumer
connectivity that has led to a change in the way the prompting brands to look at alliances to satisfy the
value is being communicated like tele-marketing or growing desire for an experience. Take the
viral marketing or by medium of social network example of personal computers, the purchase of a
marketing but the provision of complete services PC swings from going to telcoms for connectivity to
and solutions in an integrated manner and procuring hardware to figuring out content.
providing superior experience at every touch point Consumer wants to access it from each player
leading to the purchase of the value. individually or the players can team up to provide a
complete package, harnessing the collective
That all this has to be done within a compressed power driving towards growth.
consumer time (as consumers are hard pressed
for time with shorter attention spans due to The last ten years have been about meeting basic
bombardment of information), shortened product needs in most categories but work in the next ten
life cycles, global competition and shrinking years will revolve around creating and serving
margins makes the marketer's job even tougher. wants and desires. To build pricing power, brands
Some of the innovative approaches that will need to think of value in consumption. Products
companies started using in the last decade to stay designed to delight customers increase customer
ahead of the competition and maintain profitability loyalty more so than simply satisfying them.
are engagement and conversation with the Positive consumer experience will also come from
customer with the clear purpose of meeting the total brand experience, which is the way the
customer expectations, ecosystem marketing and consumer experiences the brand at every touch
to provide value in consumption and not in point. Thus as competition for the consumers mind
penetration to maintain premium pricing. space enters into the digital arena with an
information avalanche the company's which
ITC's e-choupal initiative is a classic example of engage the customer meaningfully with a clear
engagement and conversation with the customer. sense of purpose, collaborate symbiotically with
Taking it further are Choupal Saagars – ITC's rural other corporate and create a complete value in
marketing hubs offer a combination of services to consumption experience for the consumer will hold
rural India. Made-to-design agri-business hubs, an edge.
they function as:ITC agri-sourcing centres
providing farmers a transparent best price sales
window, shopping centres bringing a range of
products comparable to urban levels of choice,
and facilitation centres delivering a host of farm-
related services – training, soil testing, product
certification, medical and clinical services,
cafeteria and fuel station. 24 Choupal Saagar hubs
are already in operation in 3 states, to grow to 100
b y 2 0 1 0 .

3. Bollywood and Marketing: Munni turns around Zandu
Surat Prakash
“Munni Badnaam Hui” - the popular and hit song from the hindi movie Dabangg has brought some
good news to ailing Zandu balm, though not without its own share of twists and turns in the story.
Kolkata based FMCG company Emami cited a copyright infringement issue and a legal notice to
Arbaaz Khan Production for using the brand's name “zandu balm” in the song. Both the parties
settled the disputes and decided to use grabs of the chartbuster song for Zandu balm's promotion
campaigns. Emami signed up with Malaika Arora Khan (Munni) as the new brand ambassador
and started the new ad which featured the clipping from the song in the ad. Emami also brought
the rights for the “Munni Badnaam” song. According to the Mohan Goenka, director of Emami, this
will promote the brand and also increase the number of young buyers.
Emami wanted to get to the younger customers which it has been trying with Virender Sehwag
zandu balm' ad. But the controversy has made it popular. It has also helped the promotion for each
other. Zandu balm which captures 27% of the market is unlikely associated with the pain. But the
Farah Khan choreography has changed the therapeutic qualities of a balm in India. It made
Munni inseperable from zandu balm. Marketing through media is way to connect to the customer
and promote the brand and also to maintain a good relationship with the customers. So
companies are spending a huge amount in for media managers for the promotion of the product.
Media managing is bringing the brand and the new agency in the same page. They have to be the
facilitators, to keep track of what is happening so that it adds depth to the brand marketing plan.

4. classics
Print Ads of yesteryears
LIC of India
Vintage ad for AIR INDIA in the
70's on Readers Digest.
Amul Chocolate

5. mantra-on-campus
Marketing project: Mahant Ghasi Das Museum
The student community of IIM Raipur visited Mahant Ghasi Das Museum as part of marketing field activity
and adopted a holistic marketing approach to develope the place as both as a resource center and as tourist
spot. The detailed study report touched on aspects like future strategy, operations, communication, finance
and marketing. The report was presented to Mr. Srivastava, IPS, Deptt. of culture, Govt. of Chhattisgarh in a
presentation at the museum auditorium amidst traditional cultural settings. Mr. Srivastava agreed to
implement feasible and relevant parts of the report in a phased manner, which was first of its kind success
tasted by students here. The presentation was done by Mauli Soni and Vishwajit Vyas. The whole activity was
co-ordinated by Supratik Saha and Gurpreet Singh with active support from all other students.
1st event on IIM Raipur campus: mantra marketing quiz
Mantra, the marketing club of IIM Raipur organized the first intra school competition, the Marketing Quiz in
the second week of dec.'10. The quiz saw the enthusiastic participation of all the students. The quiz was
conducted in three rounds. The first round was a screening round which tested the students on the basic
domain knowledge. Four teams that cleared the first round went on to the second round where they faced
questions on specific brands and iconic business leaders. The top two teams from the second round
participated in the final round where they were challenged to device a marketing strategy for selling eggs in
an open market. Both the teams came up with thoughtful and unique ideas and were judged on various
parameters. Finally team of Aditya Kumar Konathala and Karthik KVR “HEROES AND ZEROS” emerged the
winners of the competition. Team Mantra aims to hold such marketing quizzes every month to keep student
fraternity at IIM Raipur update with business knowledge.
Team mantra secured second prize at IMT Ghaziabad marketing fest
In the first ever inter b-school event participation by students of IIM Raipur. team mantra drew first success,
securing second prize at the Marketing World Cup organized at IMT, Ghaziabad. The event GET.SET.GOLD
sponsored by PNB was a competition which focused on the gold coin strategy of the banking giant and
challenged the marketing minds on the approach which must be followed by the bank to increase their sales
on the short run. Teams of various elite business schools from all across the country made presentations and
team Mantra secured the second best spot. Mantra, hereby, arrived on the stage of the elite with a bang and
strive to decorate its mantle with many more successes.
Team mantra(from left to right):
Jesudas Pradeep, Akhil Rumandla, Gurpreet Singh, Surat Prakash, Liyakath P. Ashraf
Pratyush Rai (co-cordinator), Anant Bibhore (co-ordinator)