1. The
MARKSMAN
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH
COVER STORY
>> Page 8
SPECIAL STORY
>> Page 12
AND LOTS MORE…
SUMMER EDITION

2. EDITOR’S DESK
Dear Readers,
Welcome back! We hope you had a fun filled and refreshing summer. It’s time to get
back to business, and brace up because team MARKSMAN predicts a roller coaster
year ahead! As we set foot into a new academic year, we look back with pride at our
accomplishments, bearing in mind that we have a long way to go. We at MARKSMAN
have pulled up our socks to bring the best of the marketing world to you this year!
We also welcome on board new readers who bring with them a much needed rush of
freshness and novelty. MARKSMAN is also a platform for readers to pen down their
thoughts, their point of view and to deliberate over them. We encourage originality
and creativity in writing so keeping writing into us with articles. Please refer to the
Call for articles on the last page for the same. We would also like to hear from you
want you think about the magazine. Bouquets or bricks, all are welcome!
Our cover story narrates the birth of a new, more engaging and interactive medium
of marketing—Experiential Marketing. It's the difference between telling people
about features of a product or service and letting them experience the benefits for
themselves. When done right, it's the most powerful tool out there to win brand
loyalty.
In our special story Digital Dilemma, read about the brewing battle between
distribution platforms for television broadcasting . DTH and cable operators are
currently engaging themselves into an advertising battle with the introduction of
multiple campaigns to vow the customer. However, the big question remains which
one is better?
Tease your brain with Buzz and keep abreast with what's trending via Tweets, Its all
about Ad-itude and Bookworm . Know the inside story of your favorite Mac Donald’s
with MARKive and yes, SquAreheaD is also back from his summer break!
So won’t keep you waiting folks, get reading!
Cheers
Team – Marksman
Interface – The Marketing Club of SIMSR
01 MARCH 2012

3. CONTENTS
TWEETS COVER STORY
03
MARK ive
05
It’s all about EXPERIENTIAL MARKETING
AD-itude! 08
07
Bookworm
SPECIAL STORY
14
SquAreheaD
15
BUZZ
DIGITAL DILEMMA
12 16
THE MARKSMAN 02

4. TWEETS
Apple finding its own way, literally
The operating system, which runs on its iPhone, iPad and iPod
Touch devices, will no longer include Google Maps software.
Apple will instead run its own mapping app, which has a high-
quality 3D mode, on the platform. Navigation firm TomTom is
providing maps for Apple's service.
Computex 2012, a five-day-long wedding
between Microsoft and Intel
This year’s Computex saw around 110 Utrabooks, which are
nothing but a branding of laptops by Intel paired almost
exclusively with Microsoft’s new OS, Windows 8. It goes on
to show the degree of operating leverage the two computer
giants have over the OEMs (Original equipment
manufacturers) as every single laptop manufacturer had at
least one such device on display.
Samsung Galaxy S3, the iPhone killer?
Samsung this month launched the third iteration to its Galaxy S
series, which by some is being dubbed as the iPhone killer.
Samsung recently overtook Nokia as the world’s biggest mobile
phone manufacturer and now is looking to eat into Apple’s share
too. The long drawn patent battle between Apple and Samsung
too continued as Apple filled a lawsuit looking to ban sales of the
phone.
Utterly butterly Amul ad turns 50 years old
She's the iconic girl in the familiar polka dotted dress who
has just turned fifty. The Amul Girl, is one for whom no
subject is taboo. DaCunha Communications, the advertising
agency behind the popular hoardings celebrated the
moppet's golden jubilee by releasing a coffee table book in
Mumbai Monday evening.
03 MARCH 2012

5. TWEETS
Coke to enter Myanmar for the first time in 60 years
The world's biggest soft drink maker said Thursday it will start
doing business in the country as soon as the U.S. government
issues a license allowing American companies to make such
investments. The U.S. announced last month that it was
suspending restrictions on American investments in the
Southeast Asian country, which is still easing toward
democracy. Myanmar is one of three countries where Coca-
Cola doesn't do business. The other two are Cuba and North
Korea.
GM drops Facebook ads due to low
consumer impact
GM has decided to stop its paid ads on
Facebook saying it has little or no impact on
buying decisions. Insider reports also
suggest that the move could have followed
after failure on the part of Facebook in
convincing top marketing executives at the
U.S. automaker of the benefits of
Facebook's paid ads at a meeting that took place. GM said it will still have Facebook
pages, which cost nothing to create and for which it pays no fees, to market its
vehicles.
Top ad agencies like McCann Erickson, JWT
& DDB Mudra buck trend, go hiring
Big-scale hiring is back in advertising with
McCann Erickson, JWT and DDB Mudra
recruiting talent across levels on account of
either new businesses or restructuring
drive, despite a slowdown in overall
industry. DDB Mudra Group has taken on
board close to 100 people over the last five months, McCann Erickson will bring in
the same number of people in the next couple of months for its new joint venture
Commonwealth. JWT too has 60 new people on board.
THE MARKSMAN 04

6. brand MARK ive
In 1937, Patrick McDonald opened "The of living in different countries as it is so widely
Airdrome" in Monrovia, California. Three years available and is comparable across markets.
later, this restaurant was reopened in San With the introduction of the Egg McMuffin,
Bernardino, California by his two sons Richard and McDonald's pioneered breakfast fast food in 1972
Maurice McDonald and called "McDonald's and then added a full breakfast menu. By 1987,
Famous Barbeque". one-fourth of all breakfasts eaten out
In 1948, the McDonald brothers in the United States came from
realized that most of their profits McDonald's restaurants.
came from selling hamburgers. They In 1974, McDonalds opened its first
restructured the format of their restaurant in the United Kingdom,
restaurant, adopting the Self Serve which ended up in a big controversy.
model and a simple menu of just On their employment forms (brought
hamburgers, cheeseburgers, French in from the U.S.) it asked employees
fries, shakes, soft drinks, and apple if they wished to contribute money to
pie. The kitchen was set up like an an I.R.A. (Individual Retirement
assembly line to ensure maximum Account). I.R.A. also being an
efficiency and renamed the In 1953, “Speedee” acronym for the terrorist organization
restaurant to simply “McDonalds”. was created to Irish Republican Army, made the
In 1962, McDonald's introduced its symbolize the quick employees believed that McDonald's
world-famous Golden Arches logo. A and efficient service was contributing money to a terrorist
year later, the company sold its system that they had group.
billionth hamburger and introduced devised. The Happy Meal, a combo meal for
Ronald McDonald, a red-haired children featuring a toy, was added to
clown to appeal to children. McDonalds opened the menu in 1979. This combo
Hamburger became very popular all over the
University in 1961 world and they now contribute
approximately 10% of McDonalds
In 1983, McDonald's sales.
became the second By the end of 1983, McDonald's
largest retailer of became the second largest retailer of
chicken in the world. chicken in the world.
In 1968 the legendary Big Mac made The Hamburger University was
its debut. The Economist used it in Happy Meals opened in Illinois in 1961 to train
creating the Big Mac Index- a contribute 10% of franchisees and corporate decision-
reference point for comparing cost sales worldwide. makers. By 1990, more than 40,000
05 MARCH 2012

7. brand MARK ive
people had received "Bachelor of promoted in movies like A Bug's Life, Monsters,
Hamburgerology" degree. McDonalds opened a Inc., Finding Nemo and The Incredibles..
Hamburger University in Tokyo in 1971, in Munich McDonald’s started working with the ad agency
in 1975, and in London in 1982. DDB Needham in 1997 which designed very
Braille menus were first introduced in 1979, and successful campaigns like "You Deserve a Break
picture menus in 1988. Today" campaign and "Did Somebody Say
As the company entered new markets, McDonald's?“ campaign for McDonalds. In 2003,
McDonald’s reinvented itself to suit the food the new slogan “I’m lovin’ it” was launched and
preferences and customs of those places. In Israel, is the longest running slogan adopted by
McDonald’s stared it first kosher McDonald's. McDonald’s till date.
McHappy Day: is an annual event at McDonald's,
where a percentage of the day's sales go to
In Arab countries, it introduced the “Halal” menus. charity. It is the signature fundraising event for
In India, the McAloo Tikki burger and the Ronald McDonald House Charities. In 2007, it
Maharaja burger were introduced. was celebrated in 17 countries over the world. In
McDonald’s signed a 7 years global marketing 2011, it entered its 20th year, this event raised
alliance with Disney/Pixar in 1998 and was over millions of dollars worldwide.
In July 2011, McDonald's announced that their largest restaurant in the world will be built on the
2012 London Olympics site. The restaurant, half the length of an American Football field, will
contain over 1,500 seats. Over 470 staff will be employed serving on average 100,000 portions of
fries, 50,000 Big Macs and 30,000 Milkshakes during the 2012 Olympics.
THE MARKSMAN 06

8. It’s all about AD-itude!
TVC PRINT AD
Company: Cadbury India Ltd. Company: Gujarat Cooperative Milk
Ad Agency: Ogilvy India Pvt Ltd. Marketing Federation
Ad Agency: daCunha Communications ,
The TVC is an effort of repositioning India
Gems which was on a decline Gems
had always concentrated on its TG as This print ad section is again captured by
kids but this new attempt focuses on Amul print ads. This time its Amul ads on
‘the little kid’ inside every adult. IPL season 5.
Their new tagline ‘ Raho Umarless’ This IPL season has been thoroughly
tries to address the child in an adult. dramatic and Amul did not leave a single
By this Cadbury attempts not only to interesting moment and came up with an
expand its consumer group by ad for every story which created a buzz. Be
including adults by gaining popularity it the lucky breakthrough for CSK to enter
among grown up segment but also try in playoffs or the controversial Ban on SRK
to reinforce the brand name to their for his (in)famous fight with guards at the
traditional consumer , children. Wankhede stadium. The win of KKR in
The ad tries to connect to the youth finals and thereafter flips and somersaults
by using words like ‘Umarless’ which done by SRK to express his feeling were
are catchy and appealing to the youth also captured by Amul in their ads.
segment. Though this ad may not be Above are two recent IPL ads showing the
as effective as Cadbury’s Diary Milk simplicity and the brilliance with which the
ads but it sure creates magic on the gist of the event has been captured. Full
screen. marks to the creative team for the concept.
07 MARCH 2012

9. C
O
V
E Today, brands compete for a scarce
marketing brings the brand experience
alive by engaging the consumer in
resource i.e. ‘Consumer Attention’. The
R fragmentation and saturation of
sensory ways.
Experiential marketing by its very nature
conventional media channels has led to is a dialogue that consumers cannot
the reduced effectiveness of traditional ignore, not because they're being forced
S promotional methods. Consumers are
becoming immune to advertising by
into it, but because it engages with them
on a personal level.
T fast forwarding through TV adverts It's the difference between telling
using their hard disc recorders, blocking people about features of a product or
O or ignoring internet banner advertising, service and letting them experience the
and failing to hear the constant
R bombardment of marketing messages
benefits for themselves.
Compared to mass media campaigns,
they encounter throughout their daily
Y lives.
experiential events tend to communicate
on a much more personal level, generate
Countless TV ads and huge billboards a deeper level of emotional engagement,
on the highways & in your result in better conversion rates, and all
neighborhood market promising eternal at relatively low cost.
bliss through products (ranging cars to Experiential marketing further enhances
candy bars from ultra modern housing the promotional activities to reach the
projects to smart phones) keep consumer’s doorstep that will result in
shouting ‘to be heard’ by consumers. brand recall. Through experiential
They may leave a momentary mark on marketing, consumers have immense
the viewer’s mind but for the long-run choice today to experience the product
brand impact, personal experience of a or service through road shows, events,
brand cracks the deal. Yes, experiential direct marketing or public relations.
THE MARKSMAN 08

10. COVER STORY
Personal experiences help people connect to can’t ignore the fact that experiential
a brand and make intelligent and informed marketing seeks voluntary engagement of the
purchasing decisions. consumers unlike the mass media channels.
Experiential marketing activities can range Experiential marketing has brought the
from high profile invite only events to tasters location-based marketing in vogue again as
at a local farmer's market. The number of these days various places like shopping malls,
promotional tools like kiosks, stalls, free multiplexes, schools and campuses are used
sampling etc. have increased tremendously for the experiential marketing. Brands put in
in the last decade. place various marketing tools such as product
Many of marketers don’t put much effort in canopy, kiosks, stalls, free sampling etc.
experiential marketing and rather keep The commonest example of experiential
spending millions of rupees on more marketing success is the retail outlets opened
expensive yet lesser effective media choices across India which has changed the complete
like TV, OOH and print ads. However, shopping experience for the Indian
experiential marketing is getting popular consumers. There, consumers can touch and
with modern-age marketers, although feel the brand/product, gather the
steadily, as they realize that traditional mass information about the product first hand and
media mediums are not working efficiently then decide to buy it or not accordingly.
with Indian youth
today.
The key reason behind
this is that today
Indian consumers
(especially the youth
segment) have more
brand choices with
lesser span of
attention. And the
mass media is unable
to break the clutter
and reach out to the
consumers efficiently.
So marketers are
focusing on
experiential marketing
to harness its
prospective impact
over the last few
years. And marketers
09 MARCH 2012

11. COVER STORY
Experiential Marketing Can Be Used For?
It builds customer relationships, generates • Establish relevance
sales and leads in the short term, • Encourage interaction and product
increases awareness of the product, drives trial
word of mouth and can align internal • Create memories
audiences with business goals. • Stimulate positive word of mouth
Experiential marketing can be used • Change the mind of dissatisfied
successfully to: customers
• Build relationships • Create product desire
• Raise awareness • Verify the target audience
• Increase loyalty • Increase return on marketing
investment
TUPPERWARE
Tupperware range of products were
displayed through kiosk at all Big Bazaar,
Food Bazaar and Home Town stores. The
activity helped in making the existing
distribution network even more stronger as
the product is not sold through shops or
retail outlets. Customer could see the
product range at Future Group outlets and
book it on the spot. Products were home
delivered to the customer.
FIAMA DI WILLS
Fiama Di Wills, the shampoo brand of ITC
was exhibited in Gurgaon at
Metropolitan mall as shown here. The
style of presenting the shampoo brand
has its own USP in comparison to the
advertisement which looks more like a
regular TV ad. Fiama Di wills shampoos
are being distributed at the mall and also
a game with the dice and ladders played
with the visitors at the mall.
THE MARKSMAN 10

12. COVER STORY
DOVE
Location: Mumbai, Delhi, Kolkata, Bangalore, Pune, Ahmedabad, Jaipur, Lucknow,
Chennai, Hyderabad
Duration: 2 Weekends – 30th April to 1st May 2011 & 7th May to 8th May 2011
Aim:
• To spread awareness among TG about new Dove, with a direct and a personal
approach anticipating its success in terms of ROI and sales.
• To Highlight the concept o Dove in Association with Femina
A Dove Experience Zone was designed and placed inside the domain of the mall.
The zone constituted of two kiosks
for Hair washing along with the
backdrop of product.
So the activity was all about inviting
women for free hair washing at the
Dove Experience zone.
Activities inside the Experience Zone
included:
Hair Washing & Conditioning
Hair Drying
Sampling of Dove Shampoo & Dove
Gift Vouchers
Indian consumers are evolving and hence marketers also need to wake up to the
ground reality. If used intelligently, the technology and the digital media can
complement their on-ground experiential marketing initiatives. They can use
interactive websites and social networking websites to reach their TG and enhance the
branding experience.
However one must make sure that ‘Experiential marketing’ is driven by innovation –
Innovative methods of engaging and interacting with the consumers. Unless
experiential marketing become interesting, more engaging, and can facilitate a more
meaningful connection to the brand or product, it will fail to create the desired impact.
Also, the on-ground experiential marketing activities should be synchronized with
social media branding to tap the online consumer base.
11 MARCH 2012

13. In December, last year, Lok Sabha HD channels and value added
S passed the Cable Television Networks services. Third system is Digital
(Regulation) Amendment Bill , 2011,
P which made it compulsory for cable
Access System (DAS) where, after
installing a set-top box higher
E companies across India to convert number of channels can be viewed
their analog systems to digital in a with better quality and value added
C phased manner from June 2012. The services as well.
entire digitization process was
I divided into 4 phases. In the first
A phase, the 4 metros, Delhi, Mumbai,
Kolkata and Chennai were supposed
L to have digitization systems installed
in homes by June 30, 2012. In the
second phase, digitization is made
compulsory for cities with a
S population of above 10 lakhs by 31st
T March 2012. In third phase, all urban
areas (municipal areas) by 31st
O September, 2014 and in the final
phase across rest of India by 31st
R December 2014.
Y Currently three systems are available
through which subscribers can access
signals. First is Analogue Cable TV
Systems, which is cheaper but
provides lesser number of channels,
no value added services and inferior
quality picture. Second is Direct-To-
Home (DTH). This service is provided
through a dish antenna. This is
expensive but provides more number
of channels, superior quality picture,
THE MARKSMAN 12

14. SPECIAL STORY
With the run up to the first phase of lived approach. Instead their strategy is
digitization, DTH companies are trying towards building an emotional connect
their best to capture the market with with their customers with differentiated
analog users shifting to digital offerings. Meanwhile Tata Sky has tried to
experience. But the DTH players are shed its image of a premium service
facing stiff competition from the Local provider and has run campaigns of
Cable Operators (LCO) who are providing ‘Poochne main kya jaata hain’ to urge
DAS through set- top boxes. One of the customers to do their homework properly
cable operators released a print before choosing any service provider.
commercial saying ‘Get the quality of Such competitiveness in the market will
DTH at the price of cable’. And a ultimately benefit the consumers since
subsequent radio ad raised the pitch by they will now be able to make a more
mocking at the DTH players by saying – informed choice. Most fights in consumer
‘DTH stands for Don’t Try at Home.’ industry are intra-category fights eg. Cok-
Tata Sky in response came up with a Pepsi, but this inter-category fight
print ad saying ‘World-Class digital box between DAS-DTH is a different game all
or any other dabba. What will you together. Tata Sky has assumed leadership
choose? ’ while Tata Sky has been of representing the category of DTH
relentless in its ad campaign, Dish TV has players through its exhaustive
not relied on targeting the local cable advertisements.
operators as they believe it’s a short On the other hand Digital Cable (DAS) has
inherent advantage of uninterrupted
service during rains, and a known local
service provider who is just a phone call
away in case the service is interrupted. The
previous analog system was favoring the
cable providers since they could under
represent their subscriber base and pay
much less revenue to the government.
Probably this is one of the reason why
local cable operators have delayed the
process of digitization and are now asking
for an extension of date. 40 Lakh
subscribers could face blackout if they do
not switch from analog to digital systems.
The new digital system will be more
transparent and will bring in addressability
to the business.
13 MARCH 2012

15. BOOKWORM
ABOUT THE AUTHORS
Mike Lieberman, Cofounder and President
of Square 2 Marketing, is a recognized guru
behind the development of a new approach
to marketing. Mike authors the popular
RemarkaBlog.
Eric Keiles “walks the walk”. He has
founded and grown four companies since
1997 and is immersed in the
entrepreneurial world, most recently as
Cofounder and Chief Marketing Officer at
Square 2 Marketing. A well-known public
speaker and writer, Eric produces weekly
Video Marketing Minutes, hosts Square 2
Marketing’s workshop series, and edits a
weekly marketing newsletter that reaches
fifteen thousand entrepreneurs.
ABOUT THE BOOK
In this book Eric and Mike explain that in order to be truly remarkable and create the
kind of the company that gets people talking, you need to step out of comfortable
patterns and think about your business in new ways. The book speaks about how
important it is to look at the way you interact with your clients or customers.
The book is about re-examining your sales and marketing approach.
Eric Keiles and Mike Lieberman present three “big ideas” that will help you think
differently about your sales and marketing efforts, lead your company to success, and
beat the pants off the competition.
1.Adapt to the dramatic shift in buyer behavior
2. Transition to a guided sales process
3. Create a revenue department
The authors have gone out of their way to balance the unavoidable technical
terminology with prosaic language that makes it easy to follow. The title of the book is
very catchy and the book is carefully structured to enhance the reader’s own
involvement.
THE MARKSMAN 14

16. SquAreheaD
15 MARCH 2012

17. BUZZ
THE CROSSWORD
ACROSS
1. The founder's first name of this company is
derived from the Hebrew word meaning
"adhesion" and "joining". The picture shows
the logo of another company which depicts the
experiment.
2. The doll's name is Ruby and was used
extensively by which company with the tagline
"There are 3 Billion women who don't look like
supermodels but only 8 who do".
3. Which company's volleyball co-starred
alongside Tom Hanks in the movie Cast Away.
7. The founder of which company created
something called "Quink" and had received a
patent on his "Lucky Curve" feed. It is currently
owned by the company given in the picture.
9. Which company calls its customers "guests",
employees "Team members", supervisors
THE CLUES "Team Leaders". This practice was derived from
The Walt Disney Company.
DOWN
4. Which company's motto beneath
the logo says "Veni Vidi Vici".
5. Which fictional financial reporter started his
career in the company shown in the picture.
6. Which company used ships like Star
of the West, Constitution, Java, United
States, and Hamilton in its packaging
before replacing it with an yatch. The
picture is the parent company of this brand.
8. In 1993 which firm was renamed to
reflect the contributions of the
Japanese firm where the founder was
the independent auditor. The picture
shows the social networking website of
the company.
6. OldSpice 7. Parker 8. Deloitte 9. Target
1. Levis 2. BodyShop 3. Wilson 4. PhilipMorris 5. Tintin
FEBRUARY 2012 16

18. CALL FOR ARTICLES
JULY 2012
Articles can be sent on any one of the following topics*:
1. Is it ethical for shows like ‘Satyamev Jayate’ to milk TV
rating out of people’s misery ?
2. The increasing trend of online shopping in India ! Are we
ready for it yet ?
3. Product placement in films ! Is it really effective ? or just
a trend that nobody has properly analysed yet.
*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_InstituteName_CourseYear.
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 , 16 July 2012.
17 MARCH 2012

19. 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 It’s all about AD-itude
Hinal Shah Yash Chamaria Vibhav Shukla
SquAreheaD Brand MARK ive COVER PAGE & DESIGN
Pallavi Srivastava Tilottama Sanyal Tilottama Sanyal
TWEETS BUZZ BOOKWORM
Upveen Tameri Sujit Mishra Pallavi Shrivastava
PROOF READ PROMOTIONS
Niyati Chamyal Keith Mascarenhas
Vibhav Shukla
Follow us at: Website:
http://www.facebook.com/simsr.interface http://interfacesimsr.weebly.com
/the-marksman.html
THE MARKSMAN 18