1. The
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 2 | ISSUE VII| DEC 11

2. EDITOR’S DESK
Dear Readers,
As we bid adieu to 2011 and welcome 2012, raise a toast to the spirit of humanity
which has triumphed over all greed and individual desires across continents! 2011
has been a year of adversities, natural calamities and financial uncertainty but it has
also been the year of the Arab Spring, death of Osama bin Laden and the Lokpal
movement. We witnessed this year how the common man‟s voice has become a
force to reckon with.
Today each of the 800million users of Facebook has an opinion or update which
they share with friends and acquaintances and influence them and their choices.
Marketing efforts in 2012 should recognize and acknowledge the recent
developments and the role of social media in determining the success or failure of
a product or campaign. So this month, at MARKSMAN, we decode the maniacal
popularity of Kolaveri Di as our Special Story.
Oo la la la le o! Rings a bell? Kingfisher has used this tune to build its image of
being the king of good times. Our Cover Story on Sonic Branding reveals how
brands for years have been using sounds to reinforce brand identity. Other must
reads in this edition are articles on Regional Brands that Survived and Made It Big ,
United Colors of Benetton Peace Ad Campaign: Effective OR Disrespectful and
Surrogate Marketing. Also do not miss your monthly dose of Its all about Ad-itude,
Tweets, Buzz, Bookworm and SquAreheaD.
We at Interface bid farewell to 2011 in style by organizing its first ever marketing
fest Navikran- at SIMSR. It was a daylong event incorporating marketing events,
workshop on social media, quiz and much more. To know more read the Rewind
segment!
We congratulate Mr. Arun Leo, XIME Bengaluru, for being adjudged the best
featured article of December! Team Interface wishes all our readers a Merry
X‟mas and a prosperous year ahead! Usher in 2012 with Oprah Winfrey‟s quote-
“Cheers to a new year and another chance for us to get it right.”
Cheers !!
Team – Marksman
The Interface – The Marketing Club of SIMSR
DECEMBER 2011 02

3. CONTENTS
COVER STORY
SONIC BRANDING 04
SPECIAL STORY
08 WHY THIS
KOLAVERI DI?
FEATURED ARTICLES
11 Regional Brands that Survived and Made It Big
United Colors of Benetton Peace Ad Campaign:
Effective OR Disrespectful? 13
16 Surrogate Marketing
THE REGULARS
SquAreheaD ǀ 919 20 ǀ Rewind
Its all about Ad-itude ! ǀ 23
23 24 ǀ Bookworm
24
Tweets ǀ 25 26 ǀ
26 Buzz
DECEMBER 2011 03

4. COVER STORY
Sonic Branding
From non-lyrical sound bites to ways in which music is used in
catchy snippets of tunes, these advertising today.
sonic brands take advantage of one Brand signature tunes: Some are
of the brain‟s most powerful very short, usually not more than five
memory senses – SOUND. to six notes like the Intel tune. Some
are longer 15-30 second signature
Sonic branding or Acoustic Branding tunes which create greater stickiness
is the use of Sound to reinforce brand like the Airtel.
identity. Sonic branding is becoming Jingles/Songs: These are what
increasingly popular these days consumer brands have used for most
among marketers. From non-lyrical part of last century and many of
sound bites to catchy snippets of them still echo in our minds.
tunes, these sonic brands take Background track: Its role is to simply
advantage of one of the brain’s most accentuate the messaging and no
powerful memory senses – SOUND. one
A Sound Logo is a short distinctive
is supposed to remember the track.
melody or a sequence of sound,
Sign-off track: The play is on the
mostly positioned at the beginning or
brand name and sometimes the
ending of a commercial. It can be
tagline. It is usually used at the end
seen as the acoustic equivalent of a
of the ad. Examples are Gillette and
visual logo. A combination of both
Nescafe.
types of logo is used to enforce the
recognition of a brand. There are four
DECEMBER 2011 04

5. COVER STORY
MEMORABILITY FLEXIBILITY
A sonic brand captures a mind share Sound transcends barriers of
that visual branding alone cannot language and culture, allowing easier
achieve. It is for this reason that reception and delivery of the
although you may not be able to message. This is complemented by
draw the Intel logo or might not even the fact that the modern IT world is
know what a Pentium chip is, you will becoming increasingly border
be able to sing the sound bite or agnostic. So, whether you are an
recognize the sound as that Indian, German or American, if you
belonging to Intel. have access to modern
communications you are certain to
UNIQUENESS share commonly recognizable sonic
Some brands capitalize in their brands with international peers.
uniqueness. A classic example of this
is Harley Davidson, which in 1994, ENGAGING THE CUSTOMER
filed a sound trademark application Batelco, a telecom brand in Bahrain,
for its distinctive V-twin engine adopted an innovative strategy to
sound. In this way, it distinguished its create its impression using Sonic
brand identity from the clutter at Branding recently. An audio signature
every point of customer interaction. was created and its five different
versions were created and
PORTABILITY distributed. The five versions- House,
Development of technology and Hip hop, Lounge, Rock and Sonic
popularity of the internet and created waves with the audience and
wireless communication allow within a month it was playing in night
companies to induce increased brand clubs, car speakers, cell phones,
recognition across a variety of laptops, ipods, etc.
platforms- from the shop floor, to cell
phones, to television sets, the
consumer is within earshot of a
brand.
DECEMBER 2011 05

6. COVER STORY
FIND YOUR SOUND Frooti,Kingfishers’ oo la la la leyo
It is very important for a brand to and Nirma washing powder, to name
select a sound which is in tune with a few, have helped create strong
its brand identity. Various parameters brand identities and are still
such as pitch, tempo, rhythm, pace, remembered today.
genre of music, etc come into In a more contemporary light
consideration when choosing a tune. however, Sonic Branding includes
A brand that uses jazz as a spending money on retail sounds,
background score gives a very caller back tunes and signature
different image compared to a brand tunes. These are used extensively on
which uses blues. It is important that audio and video commercials across
a company finds a tune which various platforms. No Indian brand
embodies the essence of the brand has as yet gone to such great extent
and becomes to invest in such amounts over Sonic
branding.
synonymous with it.
Infact, the yearly expenditure on
Starbucks uses compilations of Sonic Branding in India is less than
soothing jazz tunes to engage the Rs. 30 Crores.
customer not only to stay for a cup of
coffee, but also to associate a level of Titan watches used the 25th
sophistication with the company symphony of Mozart as the signature
name. tune during its launch in 1986 and it
is now an integral part of the brand
Sonic branding in India identity. Over the years, this tune has
India as a nation is very influenced by been modified to make it more
sounds, rhythms and melodies. contemporary. A similar example of
Sound Branding has been a part of the same is the signature tune of
our Marketing strategies for ages in Washing powder Nirma which has
the form of ad jingles. Age old jingles recently been pepped up to suit
of brands like Vicco Tumeric cream, contemporary tastes.
DECEMBER 2011 06

7. COVER STORY
Airtel has been one such Indian brand
which has had a consistent audio
branding strategy through the years.
The popular Airtel tune composed by
A.R. Rahman has been successfully
integrated into ringtones, caller
tunes, customer care service tunes
and of course in their ads.
Vodafone, on the other hand, has had
an inconsistent sound logo but has
picked music which has made a
connect with the audiences over the
years, which is why it commands such
high brand recall even after a name
change. The Concept of Sonic
Branding is not new but over the
years the understanding of how u can
make music work for your brand has
grown immensely. Extensive research
has been done in measuring
brainwaves to see how consumers
are responding to different kinds of
music and how they can attract these
consumers towards their brands by
striking the right chord.
DECEMBER 2011 07

8. SPECIAL STORY
Chhina Surprise!
The “Kolaveri Di” has an astounding
26,019,407 views on you tube and
counting! A record of sorts! So what
is it about this song that’s made it the
winner of the YouTube Gold award,
which is presented to viral videos
from across the world? Is it the
simple no fuss “Tanglish” lyrics, the
fun and casual element that runs
through the song or is it that the
world is full of SOUP-BOYS? No
straight answers to this one!
excites! Kolaveri has brought to light
The song has entire India humming to
a new, game changing trend that shall
its tune. It has become the unofficial
be a dominant force in deciding the
anthem of the youth. The epidemic
success or failure of projects in
has spread to all corners of the
future.
country from the IIMs to the IITs,
Thanks to the advent of the
crossing the north –south divide and
burgeoning dominant race of
enchanting people overseas too.
netizens, now the Internet, as a
There are ample versions and
medium, shall play a crucial role like
remixes, one for each mood and
never before! Kolaveri was written in
event, be it the Sharad Pawar slap-
flat 6 minutes for an up-coming
song, exam song, the female version,
movie called ‘3’ which has 3 reverent
Gujarati version or the milk-song
Tamil acting dynasties featuring in it!
(sung by Sonu Nigam’s toddler).The
And there are rumours of Rajnikant
creators of the song (read
starring in the official Kolaveri video
phenomenon) probably didn’t
in the movie! So it’s only going to get
imagine their brain child would
bigger and better from here!
become such a rage! With no
glamour quotient, no exotic
Even though the ingredients or the
locations, a queer and funky blend of
recipe to an effective viral campaign
two languages, who would have? But
aka “Kolaveri” may not be know but
stereotypes are boring anyway; it’s
we sure can take some cues:
the unusual that
DECEMBER 2011 08

9. SPECIAL STORY
Social Media-
In Kolaveri’s case most traffic was Originality-
driven by Facebook, which “One theme [of viral marketing] will
accounted for nearly 80% of social likely recur: originality. Originality
media mentions of the song, that draws on popular culture or is so
followed by Twitter and YouTube. brilliant that it becomes popular
The fact is that the likes and dislikes culture.”
of the youth cannot be ignored. The common fibre of all successful
Every kid below the age of 20 has an viral marketing campaigns has been
opinion about Koleveri di, every its originality. Don’t try to
minute there is an opinion being manufacture coolness or try to be
generated about this song and hip; consumers can see through that.
circulated on the Facebook status Just be true to who you are,
bar. understand your DNA and make it
relevant to people today. Kolaveri
kept it simple with a no-frills video
and repetitive, easy to sing along
lyrics. There isn’t any pretence and
the song touches on a subject closely
identified with by today’s youth. Also
the novelty of the word “kolaveri”
created a buzz. Twelve percent of all
conversations on Kolaveri were
about the meaning of the word,
generally translated as “murderous
It is fairly impossible to hope to rage”.
market virally without using social
media. That very fact has also made
viral marketing far easier than it was
before. Ensure you build a strong
social network, and then pass your
message on to the social sphere
through your connection. You can
also use it as an avenue to enhance
your other efforts too, share your
YouTube video on Facebook or
retweet a link on Twitter.
DECEMBER 2011 09

10. SPECIAL STORY
Humor-
The lyrics written by Dhanush are
simple, clean and funny and the music is
catchy and addictive. They connect with
the youth instantly.
If you look at the highest-rated videos
on YouTube, they‟re not sad dramas,
they‟re men getting hit with inflatable
balls or animals falling off things. Younger
generations love humour, which is why
advertising is using increasing quantities
of it to sell things. People like it. It works
Imitative-
As can be seen with Kolaveri, a rage In conclusion, unless you‟re Paris Hilton,
spreads like fire through imitations and no video is guaranteed to go viral. A
remixes. It is fashionable to share, like, guide for creating a successful viral
comment and re-jig a hit! Social voting campaign is as effective as a tutorial on
sites are the media that has best evolved how to win the lottery. OK, you‟ll learn
to leverage the imitative nature of social the basics like „you don‟t win if you don‟t
interaction. So to become viral you have play,‟ but that‟s about it. Viral work is, for
got to create memes that can be the most part, unpredictable.
imitated and copied in real time.
DECEMBER 2011 10

11. FEATURED ARTICLE
- Arun Leo , XIME Bengaluru
Brands originating from India, often Jyothy Laboratories (Kerala), TVS (Tamil
called „desi brands‟, have their task cut Nadu), MTR Foods (Karnataka), V-Guard
out to establish themselves outside the (Kerala), CavinKare (Tamil Nadu) are
country. But in a country with a some of the brands from the South
multitude of cultures, even regional which made it big in the North. Some
brands ostensibly face the same brands from the North like Haldiram‟s
challenges. While many have failed, some (Rajasthan), Ghadi detergent (Uttar
have successfully transcended the Pradesh), Wagh Bakri tea (Gujarat),
seamless borders and the rest evolved Paras Pharmaceuticals (Gujarat), Bector
into pan-India brands shedding their Foods (Punjab), Fena detergent (Delhi)
regional identities. Pan-India brands like have been successful down south.
Titan, Britannia, Infosys, Wipro, HDFC
bank, etc are not known for their places The desire to grow from the regional
of origin, but for the attributes they clout was so big for companies like
reek of. CavinKare and Jyothy Laboratories that
in order to obtain a national footprint,
they were headquartered in Mumbai.
This strategy seems to have worked
since CavinKare‟s Chik shampoo and
Jyothy Laboratories‟ Ujala have done
reasonably well in the national market.
These companies initially targeted
migrant workers from their home
regions, who were aware of the
products, so as to leverage on their
familiarity to create a brand name in the
market.
The long drawn debate of North versus
South India stems from the huge
differences in the culture of the two
regions. These differences also posed a
challenge to brands from the North or
South to cross the Vindhyas and
establish a foothold in the other region.
DECEMBER 2011 11

12. FEATURED ARTICLE
All these companies, apart from having girlfriend, sings in a drunken stupor,
got their promotion strategy right, asking why she hurt him. The words,
also made sure to hire local agents which consist of street humor, are
and distributors to sell their products, simple and this helped it relate to a
so that they can better interface with national audience. The song was never
the new markets. meant to be a brand in the first place,
Though these brands might have done but soon transformed from a regional
well nationally, still a major chunk of brand into a national one as it soon
their sales is derived from their rose to become „the national youth
regional bastions. This is seen in the anthem‟. The song became the most
case of CavinKare‟s Meera hair wash searched Youtube video in India with
powder which sells mainly in Tamil over 23 million hits. Thus even in the
Nadu and Karnataka, while there are midst of so much diversity, there are a
literally no takers for the same lot of common nodes between the
product in other states. Jyothy regions and their cultures, and it‟s
laboratories still makes it a point to these opportunities that regional
launch all their products first in their brands must exploit to make it big
home bastion of Kerala. nationally.
Perhaps the biggest example of a
regional brand making it big nationally
has been „Why this Kolaveri di‟. The
song, a mixture of Tamil and English, is
from the soundtrack of a Tamil film.
The basic theme revolves around an
Indian boy, who shunned by his
DECEMBER 2011 12

13. FEATURED ARTICLE
- Ela Koshal, Welingkar Mumbai
UCB has followed Luciano Benetton‟s philosophy -
“Communication should not be commissioned from outside the
company, but conceived from within its heart”.
Since its inception, it has addressed
many social issues through its ad
campaigns which elicit mixed response. .
But that is how Benetton kept itself out
from the league and positioned itself.
Let me throw light on some of the most
prominent ones.
1) The initial advertising campaigns
portrayed the youth of both different
gender and races to promote the 3) In 1992, the ad campaigns were so
message of “racial integration”. designed to address the social evil of
AIDS and promote awareness amongst
the masses.
2) During the 1991 Gulf War, UCB
came up with the print ads to 4) In 1994, its campaign against racial
emphasize on the mass destruction of discrimination conveyed that every
life and property. It was intended to individual is created similar and hence
promote the message of peace and cannot be treated as unequal by others.
harmony in the world.
DECEMBER 2011 13

14. FEATURED ARTICLE
5) In 1996, it worked in collaboration brand as it was primarily focused on the
with FAO to campaign against the issues message getting the attention rather
of “poverty and hunger” and spread than there being arguments on a brand
awareness for the “World food summit” resorting to such advertising campaigns.
held at Rome.
Recently it launched “Unhate” that
Throughout its journey, it has marketed portrayed eminent personalities kissing.
itself by conveying deep social messages It was focused on promoting tolerance,
to the masses, some of them being peace & harmony. The kiss was used as a
applauded, while others met symbol of love and care.
controversies. But, it never deterred the
DECEMBER 2011 14

15. FEATURED ARTICLE
The pictures targeted religious caricatures of the leaders were used
leaders like the Pope Benedict XVI
kissing Ahmed Mohamed el-Tayeb, the 4) The marketing campaign gives an
imam of al-Azhar Mosque, or political audacious invitation to its target
leaders like Barack Obama kissing customers: the ball is now in your court,
Chinese PM Hu Jintao or German if you align with the message of
chancellor Angela Merkel kissing the Benetton, come and be a part of our
French president Nicolas Sarkozy. While proud family but if you don‟t, the choice
the campaign addressed a very sensitive is all yours.
issue in an outrageous manner, it met
with controversies particularly from the So I would conclude by saying that
Catholics and the ad portraying Pope Benetton has positioned itself not just
had to be pulled off. as a brand, but as a disseminator of the
sensitive world issues. “Unhate” has a
But was the campaign justified? It would deep message to convey and it should
be difficult to talk in terms of black and be left to the customers to decide
white but a grey analysis can be done whether they would like to associate
through the following arguments: themselves with it or not.
1) It is necessary to understand its
underlying message.
“Love and hate are not far away from
each other, but they are the two
opposing emotions that are in delicate
balance with each other. Thus, don‟t
hate, Unhate”.
(http://unhate.benetton.com)
2) The morphing of the pictures of the
leaders had been done without any
intimation to them. This was unjustified
as any individual would find this
derogatory and would not approve of
this.
3) It is undoubtedly true that the
campaign faced repercussions
throughout the world.. Well the answer
is clearly NO!! Would the impact be the
same if, instead of real pictures,
DECEMBER 2011 15

16. FEATURED ARTICLE
- Prateek Malpani, MICA Ahmedabad
Introduction Intention of Surrogate
Have you ever bought a Kingfisher soda Marketing
or Smirnoff cassettes and cds? No, Intention behind such advertisement is
right? But it is almost sure that either to popularize certain banned for
you or people around you have bought advertisement products such as liquor
a kingfisher beer or Smirnoff vodka. and cigarettes. Surrogate marketing
Well, this is what surrogate advertising refers to intentionally utilizing a
or surrogate marketing does. company, person or object to help
convey the message of another party.
History of Surrogacy in
In simple words, surrogate marketing Advertising
means advertising or promoting a Surrogate advertisements took off
particular banned or illegal product or not long ago in the UK, where
service of a company by using certain
British housewives protested
acceptable brand extensions of the
strongly against liquor
same company with the same logo and
brand name. advertisements "luring" away their
husbands.
DECEMBER 2011 16

17. FEATURED ARTICLE
WHAT THEY
WHAT THEY ACTUALLY
BRAND PROMOTE WANT TO SELL
Seagrams Compact discs. Alcoholic Beverages
Water and Soda, Cassettes Whisky
Bagpiper and Compact discs.
Mc Dowells Water and Soda Whisky
Red and White Bravery Awards Cigarettes
Cassettes and Compact Rum
Bacardi discs
Mineral Water and Beer
Kingfisher Calendars
Four Square White Water Rafting and Gliding Cigarettes
Wills lifestyle Apparels, Accessories Cigarettes
Pan Parag Pan Masala Gutkha
Johnny Walker Soda Scotch Whisky
502 Pataka 502 Pataka chai Bidi
Smirnoff, Aristocrat Apple Juices Vodka
The liquor industry found a way well. The health ministry is putting a
around the ban: Surrogate ban on surrogate advertisements under
advertisements for cocktail mixers, the Cigarettes and Other Tobacco
fruit juices and soda water using the products (Prohibition of advertisement
brand names of the popular liquors. and Regulation of Trade and
Commerce, Production, Supply and
Government Dilemma Distribution) Act.
The government is usually caught up in
between revenue and responsibility
and the only leeway that they can give
the companies is surrogacy to glorify
their products. The Government has
already imposed a ban on cigarettes
and the Union and Health Ministry has
decided to impose a ban on surrogate
advertisements of Tobacco Industry as
DECEMBER 2011 17

18. FEATURED ARTICLE
ASCI (Advertising Standard prohibited or restricted products.
Council of India) Code (c) The advertisement must not create
any nuances or phrases promoting
Section 6 of the said code states: prohibited products.
„Advertisements for products whose
advertising is prohibited or restricted by Future of Surrogate Advertising -
law or by this code must not A balance between positives and
circumvent such restrictions by negatives
purporting to be advertisements for As avenues to advertise and new media
other products the advertising of which are on an increase and there is little
is not prohibited or restricted by law or reliance on traditional media the
by this code. In judging whether or not methods of surrogate marketing is going
any particular advertisement is an to don a new look. With more and
indirect advertisement for product more brands coming on the internet
whose and the
advertising is restricted or prohibited, exposure to online video advertising
due attention shall be paid to the increasing the, surrogate marketing
following: departments of all such companies have
(a) Visual content of the advertisement a new light of the day to see. It is still to
must depict only the product being be seen how these companies keep in
advertised and not the prohibited or mind their responsibility as well as the
restricted product in any form or uncontrolled and viral nature of the
manner. internet.
(b) The advertisement must not make
any direct or indirect reference to the
DECEMBER 2011 18

19. SqUaReHeAd !
Smartness holds different meaning for different people. But for us,
smartness is defined as the ability to leverage one‟s thoughts to
achieve one‟s desires. In this issue , Squarehead is dedicated to
smartness. Enjoy !
DECEMBER 2011 19

20. REWIND
DRAFT FCB Ulka presents COMSTRAT:10th Dec 2011
COMSTRAT is a Case study Competition of SIMSR organized by Interface –
the Marketing Club of SIMSR in association with DRAFT FCB Ulka for
designing Innovative and Effective Communication Strategies. COMSTRAT,
now in its 16th year, presented a case study on Bru Café. Over 100 teams from
across the country sent in their entries for the preliminary rounds and 6
teams battled it out in the final round held in SIMSR on 10th Dec 2011.
The team from Welingkar Mumbai (Raashi Mehra, Karan Bavishi, Aditya
Nagavekar) was the second runner up, followed by the team from SIMSR
(Shreya Bhattacharji, Aditya Nair, Atul Mirje), which was the runner up. The
team from NMIMS, Mumbai (Dinesh Yegireddi, Sapna Kalmadi, Mohita Jajodia)
stood first.
DECEMBER 2011 20

21. REWIND
NaviKaran 2011: 23rd Dec 2011
NaviKaran‟11- Renovate through Ideas is the first Marketing Fest of SIMSR
organized by Interface, the Marketing Club of SIMSR held on 23rd December
2011. The official sponsors for the event were Godrej Interio, MTS, Uni-Spa,
zoomin.com, GyanCentral etc.
The event kick started with a Q&A session on New and Emerging Ideas in the
field of Marketing and communications with Mr. Aditya Bhat from Business of
Ideas. This young but dynamic company has been the brains behind popular
shows like "Rakhi ka Swayamwar" and has done promotions for movies like
Band Baja Baraat and Aarakshan.
This event had a basket of exciting contests under its umbrella:
Ranniti 2011 ,the flagship event of Navikaran 2011, sponsored by Godrej
Interio was a Case Study Competition to test strategic thinking & branding
capabilities in devising a viral marketing strategy for Godrej Interio using social
media. It was a three stage event launched on 14th December 2011 and had
more than 150 teams registering for the preliminary rounds. Six teams made
the cut to the final round which was held in SIMSR on 23rd Dec and was
judged by Mr. Bedraj Tripathy, Senior General Manager, Advertising and
Communications, Godrej Interio.
The winning team was from IIM Lucknow, followed by the team from FMS
which came second.
DECEMBER 2011 21

22. REWIND
Srijan 2011 was the Graffiti Designing Competition in association with Uni-
Spa. The winning team was Pradumna Swain, Abhishek Das from SIMSR.
ChitraRekha 2011 was the Online Photography competition in association with
zoomin.com. The theme of the contest is "Happiness in the Simple things of
Life".
First Prize: Bharat Baswani, EMRC Indore.
Second Prize: Gaurav Arora, FORE School of Management.
Best Photo and Tagline: by Indrajit Chavan, SCMHRD.
Maximum Facebook “likes”: Charanjot Kaur, Government College of Art.
Chandigarh.
Jigyasa 2011Online Business Quiz on Brands to be held at 10:30 pm on 21st
December 2011 .
First prize: Suket Gupta - SIMSR
Second prize: Sameer Agarwal – IIM Ranchi.
The event was concluded with a Workshop on Social Media by Mr. Gregory
Fernandes, Sr. Executive, Training at Social Wavelengh. The workshop gave
insights on how to leverage Social Media and the power that surmounts it.
DECEMBER 2011 22

23. Its all about Ad-itude !
Lay‟s Potato Chip Vending feeling that it is a packet of freshly
Machine- „100% Natural Potato cooked potato chips.
Chips‟ Mumbai Mirror- „I am Mumbai‟
Advertiser: Lay‟s ugly
Baseline: 100% Natural Potato Advertiser: Bennett Coleman &
Chips‟ Co. Ltd
Agency: +Castro Baseline: I am Mumbai
Media/ Origin: OOH media Agency: Taproot, India
(Ambient Advertisement) Media/Origin: TVC
Castro, an agency out of Argentina, The TVC portrays how the city
developed a special vending machine newspaper has become the voice of the
that turns raw potatoes into bags of average Mumbai citizen (Mumbaikar). It
potato chips right before one‟s eyes. is based on four real stories broken by
The consumer are handed potato as the newspaper in the recent past - the
they enter the store and are directed to destruction of an author's works, the
the vending machine. Once dropped adulteration of milk, the dreadful
into the machine (which only accepts conditions of an orphanage, and the
potatoes; no coins allowed) a video unattractiveness of the city created by
appears that brings consumers across banners - these depictions show the
the six-step process of creating a potato affected citizens taking to a loudspeaker
chip and at the end customer gets the (that represents Mumbai Mirror) to
chip packet. make their grievances heard.
A very innovative advertisement and The Ad questions, „Mumbai Speaks Every
stands out from the clutter. It sends the Morning. Are you listening?‟ The paper
message right across. Surely it creates empowers the reader and gives him a
hold over two elements of AIDA- voice. With the creativity, brand recall,
Attention and Interests, Also it did not concept and the execution the TVC
miss out at minute details like the takes the accolade.
heater that warms each bag to give the
DECEMBER 2011 23

24. BOOKWORM
Positioning : The battle for your mind
By : Al Ries and Jack Trout
The book was written in 1980‟s and is one of the
first books to talk about positioning as a marketing
tool. It tells us how an advertising budget can all go
to waste if it is not positioned properly and how
positioning is more about the mind of the
consumer rather than the product itself. It talks
about terms which we freely use today like first
mover advantage and sticking to core
competencies and multi product strategies. In a
way the book introduced us to these terms. It also
talks about different kinds of traps that people get
into while trying to position there product like line
extensions and giving away freebies.
What will make you buy?
Even though it was written long back, it‟s still very
relevant to the current world and all the concepts
it talks about are still very much applied and in use. Rating (courtesy
It can be called a modern classic of marketing. Also www.goodreads.com)A
the approach followed is very lucid and it explains
with a lot of real life examples which gives us a
better understanding of the concept and helps us
relate better to what the authors are saying.
Why you may not buy?
It focuses more on big businesses and even the
examples and cases taken are such and a budding
entrepreneur might get inspiration from it but
nothing more than that which he can actually apply.
Also, internet marketing which is a big thing
nowadays is not talked about at all because it was
written in pre- internet times.
DECEMBER 2011 24

25. TWEETS
Samsung Galaxy Nexus popularity levels rising above
Apple's iPhone
Samsung's recent advertising campaign for the latest
Galaxy Nexus is making the product more popular
than Apple's iPhone. The adverts poke fun at Apple fans
who camp outside stores for the latest iPhone release,
as well as taking a swing at the device's poor battery
life and lack of 4G connectivity.
Gillette banking on soldiers as mascots for shaving.
Clean-shaven and distinguished looking, soldiers with
steely resolve and fastidious manners are perfect pin-
up boys for Gillette. The message is bang on. The
campaign rides on familiarity, aspiration, respect and
sympathy for soldiers in a world which is into a fad of
keeping stubbles.
Facebook shifts to new headquarters in California
Facebook has announced that its final wave of
employees have moved into its new headquarters in
the one million-square foot Menlo Park city of
California.The world's largest social network is now
officially headquartered at 1601 Willow Road in Menlo
Park.
Coke secret formula gets 1st new home since 1925
The Coca-Cola Co. has made its secret formula the
centrepiece of a new exhibit at its corporate museum,
ditching the confines of the bank vault where the list
of ingredients had been stored since 1925. The world's
largest beverage maker said today a new vault
containing the formula will be on display for visitors to
its World of Coca-Cola museum in downtown Atlanta.
However, the formula itself, which dates back to 1886,
will remain hidden from view.
DECEMBER 2011 25

26. BUZZ
ACROSS
1) The picture is the first design made
by designer Art Paul for the logo of
which company?"Top Hat", "Gentleman",
"Sir'", "Satyr", "Pan" and "Bachelor“
were the names suggested for naming
the company but were rejected.
2) Identify the company whose logo is
shown, which owns brands like "Nature
Fresh", "Gemini" and "Sweekar".
8) Chesebrough Manufacturing
Company was the company that first
sold this product. The name of the
product was derived from the German
words meaning "Water" and "Oil".
9) “Top Boy” is the mascot of which
company?
DOWN
3. This is the logo of which web service?
4. DAT Motorcar Co. was the earlier
name of which car company? The logo
might look familiar.
5. "K cups" are single coffee brewing
cups that works on a special filtering
mechanism. These are patented by
which company.
6. The name of this company is the
name of the product itself.
7. Name the new channel whose logo is
9.TopRamen 8.Vaseline 7.LifeOk shown and that replaced Star One.
6.Ajinomoto 5.Keurig 4.Nissan
3.Icloud 2.Cargill 1..Playboy Answers
DECEMBER 2011 26

27. Marketing Unbound
“Imagination is everything. It is the preview of life’s
coming attractions”. Albert Einstein.
More than ever before, the statement on-one customized marketing is all
of Albert Einstein is extremely relevant around us. Need fragmentation,
in today‟s business environment, where customer individuality and self-concept
boundaries of all business functions and have been driving companies to micro
consumers are being demolished. segment markets for better brand pull-
Marketing, which is the closest function through and value migration. How has
to customers, is the most impacted customer engagement and experiential
area. Technology and changing marketing been spiked using marketing
consumer profile and behavior have and communication strategies involving
provided opportunities for path the heart, the mind, and the senses of
breaking innovations and hitherto the customers to deliver a compelling
unthought-of possibilities for identifying brand experience? All elements of
and serving new & old consumer needs, marketing are undergoing a paradigm
and developing strategies to strive and shift, some major changes are:
thrive in the market place.
Product:
Classic, pristine marketing is moving
from the traditional to the hitherto
unchartered areas of the digitalized
world. Newer competitors are creeping
silently into every area of marketing
and taking away the high ground from
brands that have held their space
before. How will the traditional
marketer compete with such New
Invaders? What do we understand of
strategies that have worked or not
worked under these conditions? One-

28. Technology has made it possible for with borderless economies, how does
the companies to launch greater a global brand build relevance to the
variety in products and services at local customers and still maintain its
very fast speed. They are not only national / global Identity. E.g.: for global
making the product lifecycle very banks and companies like HSBC,
short, almost to a dot, but also the McDonald‟s and Kentucky Fried
classic pattern of product lifecycle is Chicken (KFC), how should they
no longer applicable in most create new products, product delivery
categories. and communication, within the
This is especially visible in categories backdrop of customer needs, culture,
like mobile phones and movies where and marketing infrastructure and
the lifecycle of the mobile or movie government regulations.
could last between few weekends to a
few months. The trend of hybrid Retail:
products/services is the order of the
day. Combination foods like “Chinese
Bhel, Chinese Samosa, Paneer Tikka
Pizza, Idli Manchurian“are the new
items on the menu card of restaurants.
Product convergence due to
technological advances has become
another major challenge for companies
in defining their competitors.
Brand: Global retail chains are seeing
opportunity in emerging markets like
India, China, Brazil and others. Are the
original country strategies relevant and
conducive to success in such markets?
What are our key learning‟s and
findings? How has international biggies
tackled the problems of culture, buying
parities, quality of product and
services, service delivery, people and
their management, nuances of product
Brands are an important asset and a development and acceptance, private
major source of revenue for label branding and management, value
companies. They are becoming more delivery and retail store brand
ubiquitous - nationally and positioning?
internationally. With an unfettered
customer environment and markets

29. Distribution value creating opportunities are
emerging for the new wave marketers.
But how should the traditional marketing
organizations contend with such
changes? What is our understanding of
the new wave and the not-so-new wave
marketing organizations and their
parameters of success in the shifting
marketplace?
Understanding the implications of the
Long Tail has benefitted the new wave
marketers through the customers, their
From a single channel to mandatory specific and diverse needs, effect on
presence across different distribution retailers, marketers‟ thinking and
channels including online presence, the strategies, the marketing researchers, the
function of distribution presents digitalized communication media world,
tremendous challenges and opportunities newer and more cost effective
for the companies. With convenience and distribution channels, etc. What is our
ease of purchase becoming the biggest understanding of these new frontiers
requirement for a consumer, what that is going to unfold in the next few
strategies do companies follow to tackle years?
these issues? Is de-intermediation the
new mantra? Pricing:
The Digitalized Customer
Value delivery has always been the
capstone of great marketing success.
How can the price-value equation be
altered, changed, and amended into a
strategic thrust by transposing the
With technology becoming a big enabler,
traditional value chain onto the
not only for communication but for
consumer connect, newer and more
virtual value chain?

30. Does such a hybrid value creating greater marketing productivity and
system compellingly drive value measurement systems, enabling the
creation for the customer, the company marketers to better understand
and the shareholders by value marketing ROI?
delivering through effective pricing and C) How versatile is the new digital /
efficient distribution or both?
social media and its effect in brand
building /creating long term
Integrated Communication
customer value?
Management:
The digitalized world has had the
maximum impact on Marketing
Communication and Promotion.
Emerging markets such as India are
seeing a tremendous surge in the
adoption and use of digitalized
media.
A) How does the digitalized medium
help in enhancing the delivery of a
holistic communication experience
to the customer in emerging
markets?
B) What are the new strategies and
metrics that are evolving to ensure

31. 7th SIMSR Asia Marketing Conference
The 7th SIMSR Asia Marketing Conference, with its theme for this year – “Marketing
Unbound”, looks to elaborate on these aspects and more. It is a conference which
gives the best marketing minds to share their work with the world. Participants from
US, UK and APAC region convene to deliver their marketing work which changes the
marketing landscape.
Conference Objectives Areas Covered
To offer a platform for marketing practitioners,  Brand / Product Management
academicians and researchers to:  Consumer Behavior / Services
1. Analyze and share their knowledge and  Integrated Marketing Communication
experience of cutting edge innovations  Brand & Product Management
in marketing.  Consumer Behavior & Services
2. Discuss possible strategies and strategic  Rural & Social Marketing
options to overcome the challenges of  E – Marketing
technology, competition, and changing  Strategic Marketing And Strategic
consumer profile/behavior. Management
3. Analyze, understand and develop  Retail Management
strategies to cope with the ever
changing marketing landscape.
For Whom Guest Speakers
1. Marketing Academicians Mr Nitin Paranjpe
2. Marketing Practitioners CEO & MD, Hindustan Unilever Ltd
3. Doctoral Students Dr. Bhaskar Das
4. Marketing Researchers President, The Times Of India Group, Bennett
Coleman & Co. Ltd. (BCCL)
Mr Vidyut Arte
Managing Director, Kraft Foods, Thailand
Mr Sanjiv Sarin
Regional President, Tata Beverages, South Asian
Region
Mr Kinjal Medh
COO at Cogito Consulting
Venue
K.J. Somaiya Institute of Management Studies & Research,
Vidyavihar (East),
Mumbai – 400 077, India
Website: http://simsr.somaiya.edu
Email: simsrasiamktg@simsr.somaiya.edu / simsrasiamktg@gmail.com
Phone: +91 22 6728 3000 / 3050 (Board)
Fax: +91 22 2102 7219
For more details
http://simsrasiamarketing.weebly.com
https://www.facebook.com/asiamarketingconference

32. CALL FOR ARTICLES
JANUARY ISSUE
Articles can be sent on any one of the following
topics*:
1) Employer Branding versus Celebrity endorsements
2) Sensory Branding - creating retail experience
3) 4Ps of Samsung smartphones. What made it
possible for Samsung to beat Apple in smartphone
sales ?
*Please ensure that there is no plagiarism and all
references are clearly mentioned
1. One article can have only one author.
2. Your article should be from 500-600 words and
MUST be replete with relevant pictures that can
be used to enhance your article.
3. Send in your articles in .doc/.docx format with
font size 11 (Arial) to:
interface.newsletter@gmail.com
4. Subject Line:Your Name_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 ,
15 January 2012.

33. To subscribe to "The Marksman", Follow the link:-
http://interfacesimsr.weebly.com/the-marksman.html
OR drop in a mail/contact us at : interface.newsletter@gmail.com
Subject line: Subscribe: Your Name_Institute Name_Course Year
THE TEAM
COVER STORY SPECIAL STORY ITS ALL ABOUT
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Hinal Shah
SquAreheaD REWIND COVER PAGE
Pallavi Srivastava Tillotama Sanyal Vibhav Shukla
TWEETS BUZZ DESIGN
Upveen Tameri Sujit Mishra Yash Chamaria
BOOKWORM PROMOTIONS
Upveen Tameri Keith Mascarenhas
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