EDITORS NOTE

Dear Readers,

It gives us great pleasure to bring to you another interesting issue of our very beloved
Marksman. We have curated for you a broad spectrum of interesting articles that
should enhance your understanding of marketing.

Our cover story for the month is about Proximity Marketing. It defines the use of
technology like Wi-Fi or Bluetooth to reach the potential consumers with related
content. The special story, The Holy Grail of Marketing states how marketing
creates a deeper impact than thought on consumers.

We would like to congratulate this months call for article winners Shashank
Sharma and Shruthi KS, whose articles have been featured in this issue. For the
remaining entries, we would like to thank you all for your incredible response and
encourage you all to keep writing to us with the great enthusiasm.

Wed also like to hear back from our esteemed readers on how you find this issue.
Your feedback is valuable for us! It helps us improve our magazine.

Enjoy Reading!

Stay with us on www.interfacesimsr.com/index.php/marksman

Follow our Facebook page for more updates.

January 2017 01
 Content
Tweets 03

Its All About Ad-itude 05

Brand Markive 07

Cover Story 09

Special Story 13

Marketing Faux Pas 16

Hall-mark Campaign 17

Pioneer 18

Rewind 19

Bookworm 22

Kickstart 23

Featured Articles 24

Square Head 29

Buzz 30

02 THE MARKSMAN
 TWEETS

#luckyman
The much-awaited Stan Lees Lucky Man series was launched by installing a Twitter
powered vending machine in Waterloo station. All you have to do to win is to tweet a selfie
with #luckyman. The campaign tests the luck of the customers, rewarding them randomly
with gifts ranging from lollipop to cash. After a few hours of the campaign the news was
trending locally on Twitter, with thousands of participants getting involved. Since the Twitter
has a global outreach of millions of users, it was an amazing use of a short, viral activation
that engaged consumers and treated them with a little something on their daily commute!
Our lucky lady won 1000 but she doesnt seem as delighted as the man who won a simple
packet of chips. It looked like it might be his best day ever. He was unbelievably happy.

January 2017 03
 TWEETS

#BeatlesOnSpotify
Almost 55% of the British users follow any music account on twitter. Since 80% of the adults
use emoticons on a daily basis, Spotify has combined these two mind-blowing statistics to
make an amazing marketing campaign. Beatles have their own iconic custom emoji with its
launch on Spotify. If you tweet #BeatlesOnSpotify and add another emoji along with it, then
you will automatically receive your own playlist for that emoji combination.

#Bethedifference
Arsenals Mesut Ozil has some serious skills for Adidas #Bethedifference campaign. This
video on twitter brings the stars closer to its fans. It highlights the global reach of the
tournament and its impact on football creators all over the world.
It all started in June 2015, when Adidas football began a search for the worlds best game
changers and playmakers during the UEFA Champions League Final in Berlin. Since then,
#BETHE DIFFERENCE tournaments have sprung up in over 30 cities around the globe.

04 THE MARKSMAN
 ITS ALL ABOUT AD-ITUDE
PRINT AD: Khimji Jewellers
AGENCY: JWT, Kolkata

Khimji Jewellers, India, has recently carried out one of the most creative print ads for its
earrings, rings and necklaces collection, showcasing how in the world of machine-made
jewelleries, the gold artisans who uses old techniques still hold a significant place. These ads
are done by J. Walter Thompson Kolkata and it shows how Khimji jewellers take the help of
experienced artisans to handcrafts exquisite jewelleries.

January 2017 05
 ITS ALL ABOUT AD-ITUDE
TELEVISION AD: Buffalo/Future Group
AGENCY : And and And

And and And Ad agency conceptualised an ad film for Buffalo, a brand for mens apparel,
which is a part of the Future Group. Varun Dhawan is featured in the film. This fashion brand
has been a leading player for the past 38 years and has given the fashion world a wonderful
wide range of denims, t-shirts, chinos, jackets and shirts. The new ad is based on the
importance of being one with oneself.
It is set out in the wild and has captured the river, the magnificent forest, the great landscape
and the freedom of being alone. The advertisement transports us in a different world
altogether with only the unspoilt nature accompanying us.
Buffalo brand is known for its ruggedness and the same has been beautifully shown in the ad
with its positioning statement: One with Oneself.

06 THE MARKSMAN
 BRAND MARKive
Symantec
In this era of globalization and technology,
national boundaries have been blurred and
world has evolved as universal market for
goods and services. But this has also led to
infringement of privacy and raised concerns
over security. These privacy and security
issues have not restricted themselves to the
real world; they have major implications in
cyber space too. With the growth of
technology, cyber threats have also grown
exponentially.
Welcome to the world of cyber security, the
need of the hour. This is the market space
dominated by worlds leading cyber security
company- Symantec. With successful brands
like Norton, LifeLock and Geo Trust under
its belt, Symantec is considered a one stop
solution to protect against all forms of
attacks across endpoints, cloud and
infrastructure. Customers, Organizations and
Governments have been relying heavily on
Symantec for their data security needs. Its
Norton suite of products alone has a
community of over 50 million people
depending on it for protecting all devices
against cyber threats. Established in 1982,
Symantec owes its initial success to
development tools like THINK C, THINK
Pascal, Visual Caf and Symantec C++. The
company went public in 1989. But it was not
until 1990 that the companys fortunes
changed altogether. It was the year
Symantec acquired Peter Norton Computing
for $70 million, giving it a 34 percent stake in
utilities
January 2017 07
COVER STORY BRAND MARKive
market at that time. Thereafter, it shifted its focus from development to security market.
Always touted as an acquisition friendly company, Symantec rounded 1998 with acquisition
of Intel and IBMs antivirus business.
Any brand success story is incomplete without mentioning about its competitors. In the
antivirus industry, Symantec faces stiff competition from McAfee, BullGuard, Kasperskey and
Avira. It has had several feuds with rival McAfee over copying Nortons code in its antivirus
program. Nevertheless, the company has retained its leadership in the segment.
Some of the credibility under its belt include attaining top market position in seven different
consumer and enterprise security segments. It has also achieved top honors in three storage
and availability market categories.
Today, the company offers products in four different verticals, namely threat protection,
information protection, small business and website security respectively. Its success mantra
has not changed over the years, which is focusing on its customers and enabling them to
have confidence by providing security and management in this information-driven world.
Thus, providing complete protection and control in the hands of the customer, Symantec has
successfully positioned itself for global leadership in a global future.

08 THE MARKSMAN
 COVER STORY
Proximity Marketing
India, the second most populous country in
the world, is predicted to surpass the United
States in number of smartphone users in
2017. Around 244 million people in India are
predicted to use a smartphone by 2017 as
compared to around 220 million people in
the United States. These figures indicate the
enormous penetration of mobile devices and
the tremendous change in behaviour in terms
of using mobile phones (Especially
smartphones) as a preferred way of
consuming digital content.
These changing times can be instrumental for
marketers in discovering a new medium to
communicate with customers via their
portable devices.
Using Wi-Fi or Bluetooth to send
promotional messages of their products
January 2017
and services to their customers
smartphones and tablets in a close
proximity is called proximity
marketing. Proximity marketing is also
called hyper-local marketing. With the use
of technology, marketers bring a variety of
marketing
. messages to consumers who are
nearby and looking to make a purchase.
Uses of proximity marketing are varied and
include distribution of media at social
applications, concerts, payment gateways,
local advertising and retail check-ins. Any
device that is GPS enabled can make use of
proximity marketing.
The different technologies that can be used
to detect smartphones in the vicinity are as
follows-
1.)Bluetooth Beacons connected to the
smartphones can be used by retail chains.
With the use of a mobile application,
technology is enabled and permission is
requested. Content and offers can be
pushed though Bluetooth and all of this
does not require the use of internet
connection.
2.) Wi-Fi Hotspot Many retail outlets
make use of this technique. If one uses the
Wi-Fi hotspot dynamic marketing content
is pushed directly to the user via web
browsers.
3.) Mobile Browser If one visits a
company site while in the proximity of a
location, dynamic content can be geo-
targeted to the user irrespective of
whether the person is using Wi-Fi or not.
09
COVER STORY COVER STORY
4. ) NFC In a Near field Communication
enabled phone, the location of a phone can
be determined by connecting to a RFID chip
on a product or media. Apple pay and other
such payment gateways make use of NFC.
Immense marketing opportunity lies with
NFC. As for example- Retail outlets can
deploy NFC on shelves for product
information.
5.) Geofencing When we move from one
state to the other our cellular connection is
managed between towers. Our location can
be used by Text message marketing systems
to push text messages to prospective
customers at a specified location. Use of text
messaging is known as SMS Geofencing. This
technology could be extrapolated to use for
marketing of products and services.

Proximity marketing can be employed in

various locations such as large retail outlets,
trade shows, expos, shopping malls, where
consumers plan to spend at least a couple of
hours. These are the prime areas for a
proximity marketing campaign. Customers at
these locations are whom proximity
marketing promotions, offers and information
can be aimed at. The fact that the number of
people one can reach with the use of
proximity marketing in any area is huge is the
key benefit of this type of marketing. Thus,
any business or service that operates from a
fixed location can implement a proximity
marketing strategy. Retailers are making most
out of this type of marketing and some
examples include:
1.) Carrefour: In Romania, Carrefour has
extensive iBeacon networks in 28 of its

10 THE MARKSMAN
A child suggesting her mother to smoke
COVER STORY
hypermarkets. Through this network, a simple
and fun app is offered by the retail chain that
provides special offers to its customers when
they are inside hypermarkets. The content is
customised in the app. This proximity
marketing strategy helps Carrefour to keep
consumers informed about the products,
services, offers and other information. This
campaign has helped in enormous customer
engagement and it was recorded to have
grown by 400%.
2.) Woolsworth- This supermarket giant
successfully completed a beacon trial with one
store to improve customer service. After that
the chain has announced that they will be
rolling out beacons in all of its 254 click-and-
collect stores. The aim is to allow consumers
to place their order online and pick them up
in-store. For example, when a click-and-collect
consumer comes within certain proximity of
the store, a notification is sent to Woolworths
picking systems. This notification prompts the
staff to assemble the order. The app then
notifies the consumer whenever the order is
ready.
3.) Target- The second largest retailer in the
US, recently announced that it would
implement proximity marketing strategy in 50
of its stores nationwide. The company intends
to have a Target app and it will resemble a
social media news feed that will offer deals,
promotions and more. Target is initially testing
the technology in 50 stores, in Minneapolis,
Chicago, Denver, Portland, New York City,
Pittsburgh, San Francisco and Seattle.
4.)Macys conducted successful proximity
marketing trials in San Francisco and New
York. Macys used this trial as a method to
engage customers. Shoppers received
January 2017 11
 COVER STORY
.
digital experience with a chance to instantly local tourist destinations. Information
win gift coupons worth $1 Million Dollars. regarding a product or service can be put
5.) McDonalds is using proximity across using proximity marketing. It can be a
marketing to enhance personal relationships tool to attract consumers and also to keep
with customers as well as to promote a new them abreast with new offers.
line of coffee-flavoured beverages in Istanbul. Proximity Marketing has tremendous
In this campaign, the chain used a very revenue-producing potential, allowing many
popular Turkish loyalty app Shopping Genie entities from retailers, hotels, casinos and
to target customers while they were in the more, to deepen their connection with
premises of a local McDonalds. Customers consumers, encourage more loyalty and
won mobile coupons, by using the app, which greatly improve the customer experience.
further encouraged them to purchase a Most importantly, all of these factors sum up
coffee and receive a beverage from the new to make Proximity Marketing a very effective
drink line for free. McDonalds achieved a tool to generate higher Return on
20% conversion rate with 30% of users who Investment for businesses, retailers and
received the promotion. advertisers. Once the proximity marketing
Further, Proximity marketing can be used in plan is implemented, it should be constantly
the future in the following ways customised, evaluated and monitored.
Major retailers, such as Ikea or Macys,
can send coupons, offers and store maps
to enrol in loyalty programs or apply for
credit cards.
Hotels can use proximity marketing
strategy to inform guests about
promotions, offers and on-site events
that can be offered to enrol the
customers in loyalty or rewards
programs.
Restaurants can send special menu
offers, coupons for loyalty programs.
Furthermore, games or trivia questions
can be sent to help the customers in
passing time until food is served to the
table.
Shopping malls can offer discounts,
promotional offers at any retailer.
Travel hubs such as airports can provide
maps or display ads that can be sold to

12 THE MARKSMAN
 SPECIAL STORY
THE HOLY GRAIL OF MARKETING
When was the last time you saw an ad that
brought a huge smile in your face? When was
the last time that you saw an ad that made
you sad, amused or even curious? When was
the last time when you had most of these
emotions in your face and yet you didnt feel
like buying it or maybe nothing at all yet you
wanted to get that product showcased in the
ad? Too many questions asked in the very
beginning but the major question overlying is
simple - What defines the success of an ad?
Is it the emotions that is expressed on your
face or is it the underlying thought process?
Neither of them could be stated as the
reason for they can be contradictory. For
years, marketers have been turning to
neuroscientists to drill deeper into consumer
behavior to know what actually makes them
buy? which would eventually lead to how to coverage of the brain. There are other tools
market a product right. such as biometrics and EEG
Currently the marketplace generally used self- (Electroencephalogram) which reveals
report to measure the consumer behavior, almost 62% of the decision making.
which are a series of questions that the However, there appears to be a major part
consumer has to answer. Some companies of 38% which accounts to be unexplored.
add another aspect to this report which is Recently, a new research by Dr. Carl Marci,
Facial Coding. But as stated before, facial chief neuroscientist at Nielsen Consumer
coding rarely becomes the actual buying Neuroscience at Nielsen Company
factor because of one simple reason, it only attempts to drill deeper into the consumer
accounts for 9% of the explanatory power. behavior. He combined several existing
Which means, of the total buying behavior, mind tracking tools into one measure. It is
only 9% accounts to the expression that is called as the Video Ad Explorer, according
actually expressed in the face. accounts to be to him which is The Holy Grail of
unexplored. Thus, the combination of Self- Marketing- a highly penetrating probe to
Report and Facial Coding is not of a the consumer brains.
significant impact. It is required to have some The current tools such as Facial coding only
other means to understand the emotional gets around 9-12% of the creative effect on
journey through an ad, which gives you more the consumer.Whereas biometrics adds up
January 2017 13
 SPECIAL STORY
to a slightly larger value. EEG on the other
hand, goes up to 62% of the revealing
power. But when it comes to the human
Brain even 62% might not be enough. It is
true that EEG gets most of the areas of the
brain covered but it cant distinguish
between a smile and a frown. Whereas facial
coding can. It can also tell you where the
consumer is looking at, the brand or any
other entity. But neither facial coding nor
biometrics can reveal whether there is a
memory activation due to the ad which
only EEG can reveal. To get a better
perspective, biometrics comes into picture
with data on the energy level of the ad. Dr.
Carl Marci combined all these tools to see
how well they complement with each other.
If all these tools measure the same thing
and overlap significantly, one may expect
that the average would not go beyond 62%
as it is the same factor that is measured. But
surprisingly, its combination worked out
very well to reveal about 77% of the buying
power.
In order to test this theory almost 60 ads
were looked upon across a wide variety of
categories as they were airing and then
simultaneously did the testing over the
course of over 5 months. Data on
households that are exposed to the ad are
collected and the consumers are followed
into the store. The lift in the sales, the
product category and the product itself is
analyzed to confirm the theory. What makes
it different from self-report is that these
measurements are non-conscious which
means the data is collected passively. It is
the actual experience, moment to moment,
14
when a consumer is watching the ad. The
facial coding analyses the expressions and
also the keywords and keywords eye
tracking to know where the consumer looks
into; biometrics gets the energy level
whether it is high or low, and the EEG takes
care of getting the data regarding memory
activation. Throughout the measurement
leaves a graph with spikes/valleys that can
translate into actual decodable data. This
data is then analyzed and metrics is created
for every second of the ad. The statistical
model that is derived out of these
measurements then reveal how it relates to
sales.
Mostly our memories and the conscious
awareness of our behaviors seem to be very
limited. For example, questions such as Did
you like that ad or Do you remember that
ad or even Would you . buy? takes only a
small portion of the brain, which is the
conscious part. We need tools to measure
the other non-conscious part as well. In the
Shopper Brain Conference in Chicago, the
actual comparison of how consumers
described their walk through a store and the
non-conscious measurement of that walk
was not at all alike, which just reinforced the
necessity of non-conscious measurement
over conscious.
The application of this particular method is
huge. It could tell the marketers whether a
particular ad is of great promise or
something which requires more work. Since
the second-by-second data is measured it is
also possible to explain which part of the ad
has to be modified. The most interesting
aspect is that even a 30 second ad can be
THE MARKSMAN
 SPECIAL STORY
converted into a 15 second ad by just taking
the most engaging parts resulting in higher
brain activity. A story, a relatable character,
journey, the brand product or service, good
attention, emotion and a memory trace and
motivation for them to make the purchase is
all that takes in any successful ad, and this
helps to effectively integrate it all in an ad
merely 15 second long or even of a smaller
duration. It is not only about the ad spin or
the number of channels in which the ad was
on. Thanks to the memory activation,
emotional motivation and attention
processing mechanisms.
The future looks promising, get ready to
experience a bunch of highly effective ads
and marketing strategies that would make
you almost irresistible to buy because with
The Holy Grail of Marketing, your non-
conscious part of the brain may have bought
it even before you know it.

January 2017 15
 MARKETING FAUX PAS
Australia Day lamb advertisement draws criticism

The television advertisement that is released (Australian native) lady Amy Mcquire.
annually on Australia day encourages people to The ad is also controversial as it
eat lamb to mark the historic day .But it has apparently offended vegans, when during
turned controversial, with members of the ad, three barefoot people clad in hippie-
Indigenous community describing it as very like clothes walk along the beach, one
offensive and disgusting. While Meat and strumming a guitar, to join the party one
Livestock Australia says the response has been of the main actors asks should we crack a
mostly positive, majority Indigenous vegan joke? at the end, although, they
community state that it is highly offensive. The decide against it. It was viewed and
ad campaign, depicts the European invasion on perceived as offensive to vegan
Australian soil, and shockingly makes no community.
mention of Australia Day. It begins with a
group of Indigenous Australians having a
barbecue on a beach as one by one, ships of
explorers reach the shore and join the party,
followed rapidly by group of new party people
including the First Fleet, the French, Chinese,
Greeks, Italians, the Russians all the way up to
our most recent migrants, all bearing gifts and
food to add flavor to the celebrations. The ad
is full of cultural stereotypes of not just
Indigenous Australians but also French people
eating cheese, stuffy British officers, Germans
with beer, Maoris saying 'bro', and Chinese
people with long beards, traditional garb and a
box of fireworks. The mass outcry is that the
advertisement is insensitive towards "[Using]
the continual pain, the real pain felt on this
date for their own purposes, for marketing
publicity ... that being the most offensive part
of it," There's Aboriginal people dying in
custody, their children being taken away, suicide
taking place ... and that oppression stems from
that original invasion. So in order to use that
as a marketing ploy to sell lamb.. Its even more
disgusting said the journalist and Darumbal

16 THE MARKSMAN
 HALL-MARK CAMPAIGN
Google - Year in Search 2016
Googles two-minute ad campaign Year in
Search 2016, created by 72andSunny,
reviews the top searches of 2016 through
footage of the moments that tore us apart
and pulled us together over the course of
the year. A year filled with numerous events,
happenings, and moments marked by
intense tragedy and polarization, Google
managed to bring something surprisingly
uplifting and hopeful. In testing, viewer
response was overwhelmingly positive. By
overall score, the film falls in the top one
percent of all ads tested this year to date,
and it is the third highest scoring out of
nearly 700 technology ads tested.
The video takes an emotional look at the
year just gone, covering a wide range of
events. The campaign very subtly
demonstrates how consumers turn to
Google search blindly without a second
thought for all their inquisitives by giving a
glimpse into what the world was interested
in during 2016, and amidst all the year's
difficulties and challenges, there were also
January 2017
moments of levity and beauty that instilled
inspiration and hope in people. The world
mourned after the attacks in Brussels and
Orlando. People struggled to understand the
ins and outs of Brexit, and issues raised during
the US presidential election season continue
to resonate long after Trump took the chair.
But there were also moments that brought us
together, such as the Olympics and Pokmon
Go.
The beauty of the campaign lies in the
simplicity with which the google has managed
to strike an emotional chord with the
populous. There are wide cultural and
intellect differences among people across the
globe, with views and behaviours governed by
their value systems and cultural contexts. Yet,
this ad campaign has inculcated heartfelt
emotion among all, indicating how Google is
omnipresent in peoples lives. The comments
of 21 to 35 year olds show the greatest
amount of emotion evoked by Google's
creative gem, while the comments of 16 to 20
year olds indicated heartfelt emotion.
Googles end of year review campaign is a
fitting way to wrap up our review of the best
marketing campaigns of the year.
17
 PIONEER
Vladimir Putin
Currently he may be the most powerful
person in the world, but he didnt start big.
He was born on 7th October, 1952 in Saint
Petersburg to a Russian fleet naval officer.
Putin was the youngest of three children. He
lost his both brothers when he was young.
He started school in 1960 and started
learning Judo at the age of 12. He also learnt
German and speaks it fluently.
In the beginning of 1975, he joined the
Russian Security forces KGB, monitoring
foreigners and consular officials. Later from
the year 1985 to 1990 he served in Dresden,
East Germany using a cover identity of a
translator. He served there for 16 years and
retired as lieutenant colonel.
In the year 1980, Putin first met his wife,
Lyudmila, who was a flight attendant at the
time. The couple got married in 1983 and
have two daughters Maria, born in 1985, and
Yekaterina born in 1986. In early June 2013,
after nearly 30 years of marriage, Russia's first
18
couple announced that they were getting a
divorce. Putin being an orthodox Christian
believes visiting and promoting churches on
important dates and holidays on a regular
basis.
After his military career, Putin held an
administrative position at the University of
Leningrad, and when communism fell in
1991, he became an adviser to liberal
politician Anatoly Sobchak. Later that year
Sobchak won the mayor elections of
Leningrad and Putin was appointed his head
of external relations. In the 1994, Putin was
Sobchak's first deputy mayor.
Putin was appointed as an acting president
in December 1999 after Boris Yelstin
resigned. In March 2000, Putin was elected
as president for his first term. He was re-
elected in 2004 for his second term and
again in 2012 for his third term as the
president of Russia.
Outside his office Putin has a sporty, tough
guy public image which has been made by
his participation in extreme sports and
interaction with wild animals. In the year
2007, the tabloid Komsomolskaya Pravda
published a huge photograph of a bare-
chested Putin vacationing in the Siberian
Mountains under the headline: "Be Like
Putin." Some of his activities have been
criticised for being staged. Outside of
Russia, Putin's macho image has been the
subject of parody. Be anything he has always
been a no nonsense man. But even after all
this he has been voted the most powerful
man in the world for 4 years in a row.
THE MARKSMAN
 REWIND
Navikaran
KJ SIMSR and Team Interface were back again Next day was followed by Ranniti- a case
with a delightful event. This time it was study competition, sponsored by
Navikaran- the annual marketing fest of KJ Mcaffine. A total of 7 teams from
SIMSR. Every year this event goes bigger and different B-schools were shortlisted for
better, and this time was no different. Starting the final round of the competition. After a
from 23rd January, 2017, it was a three day detailed discussion and scrutinized
event which included case studies, ad making evaluation, team Masala Dosa of
competition and panel discussion. SCMHRD Pune was declared as the
The first day started off with the inauguration winner and awarded 10,000 rupees as
ceremony by the director Dr. Monica Khanna cash award.
and Marketing Head Mr. Isaac Jacob. It was
followed by a treasure hunt competition which
had a twist-Selfie Treasure Hunt.

Simultaneously another competition,

Filmistan was held. This competition had a
mind boggling idea wherein the
participants had to re-strategize a
marketing plan for a movie whose
existing strategy was a dud.

January 2017 19
 REWIND
From around 50 entries, 5 of them made it It indeed was an enlightening session where
to the final round. The winner, Ashish Singh we got to learn a lot.
Nikumbh of KJ SIMSR was awarded 8000 All through these three days a lot of other
rupees cash. activities took place which kept all the
students engaged and enthusiastic. The
treasure hunt, the tagline taboo, advertising
dumb charades, ring throw and lastly a
groovy DJ night kept everyone exuberant.
Our Sponsor Bigmouth
A concept envisaged by Gautam Agicha
couple of years back, is today a (Gautam
Agicha and Tarun Makhija) company- Big
Mouth Communications. Big Mouth has been
working for family and friends since then.
It is a digital marketing company which aims
at giving the customers an upper edge over
the others in the digital world.
Services they offer :
1. Search Engine Optimization
2. Social media marketing
3. Online advertising
Aavishkar- a print ad making competition
was held as well. It was an online
competition wherein participants chose a
brand and created innovative ads. Team Hit
for Brain from IIM Raipur was adjudged as
the most creative team, and was awarded a
cash prize of 3000 rupees
The last day was marked by a panel
discussion on the role of digital data in
todays business environment. The panel
included illustrious personalities like Yogesh
Karikurve- the Business Head of ZEE
Entertainment, Rohit Onkar- the Digital
Head of Loyalty Rewardz Management Pvt.
Ltd., Rushab Vaza- Founder and CEO of
Instict Media and Hardeep Singh- Marketing
Professor at KJ SIMSR.

20 T THE MARKSMAN
 REWIND
Steamy Mugs
Steamy Mugs, serving a compact menu of
international light meals, is an exotic caf
always hustling and bustling with people.
Prem, the owner of the shop, always
dreamt of steamy mugs even though his
parents didnt favour his decision. In order
to invest less and gain more, he opted to
open a shop in Ghatkopar. His target
customers are college students, since they
love to grab a cup of coffee/ tea and work
alongside in groups. What differentiates
them from their premium competitors is
the perfect tea and coffee at an affordable
price. Along with the different types of
beverages that they offer, their menu is
flooded with dishes of various sorts. The
shop has a stack of books of different
genre, and the customers are free to pick
one for a read according to their taste.
Being a digital marketer himself, he
encourages the customers to check in via
Facebook. They proudly display the 4.0
rating on Zomato and 4.8 on google. They
also offer free Wi-Fi to attract the youth.
Distributing coupons and discounts for the
newcomers has increased the footfall.
Moreover, they have sponsored many
college events to increase their visibility
and evolve as a brand. Currently, they are
working on their website and other digital
means to connect with people in a better
manner. Although they serve amazing dishes
and beverages, in order to catch the eye of
the potential consumers they have a long
way to go.

January 2017 21
 BOOKWORM
The Tipping Point
By Malcolm Gladwell
A best-selling Author over the years, Malcolm Gladwell has written many ground breaking
books over the years, and The Tipping Point is no different, which was published in 2000.
The book shows how small actions taken at the right time by the right people and in the
right place can create a tipping effect, for a product to become a massive success.
Gladwell uses a three point plan to outline a products tipping point. It all begins through the
Law of the Few that when a few influential people use a product and spread it through the
power of word of mouth, then through the Stickiness Factor, when the product is naturally
sticky or infectious. Here, sticky is used to show that people dont want to switch channels
because how wonderful the product is. Finally, the product will reach its tipping point if the
context is right.Thus, ideas and products that fit the context will spread fast and wide.
The Tipping Point shows it works through the successful examples of Apple, Ford, Microsoft,
P&G, Unilever and Pepsi.
The Tipping Point is providing marketers world over with exciting approaches to product
developments and innovations.

22 THE MARKSMAN
 KICKSTART
NestAway
Do you know which is one of the biggest
hurdles to cross when you land in your new
job in a new city? Well there might be
countless hurdles that might pop up but on a
priority basis its nothing but to get a roof to
stay in. The countless phone calls, visits,
negotiations and in the end the sudden end
in deal when they know that you are either
a bachelor or a group of bachelors
(irrespective of girls or boys). Being a
bachelor is being an unspoken crime that
people accidently do. In the end people often
end up in those places called as PGs. Have
you faced this situation? If yes, then maybe
you are lucky. Because a bunch of friends
who moved to Bangalore faced the same
situation before and they ensured that
others wont have to face the similar
situation what they faced. Thats when
NestAway was born.
Backed by Ratan Tata, NestAway is a sigh of
relief for all those single boys and girls who
faces difficulty in finding a home for rent.
They offer a list of fully furnished homes
with Sofa, Beds, Cupboards, TV, DTH, Wi-Fi,
Washing Machine etc with affordable rent
for single boys and girls and also being
planned for families. One can check out their
website which includes the pictures of the
house and amenities that are available and of
course the rent.

January 2017 23
 FEATURED ARTICLE
The Curious Case of Tobacco Industry Marketing
-SHASHANK SHARMA, IIFT
KOLKATA
Few people on this planet knows what it
is to be truly despised. Can you blame them? I
earn a living fronting an organization that kills
1200 people a day. Twelve hundred people.
We're talking two jumbo jet plane loads of
men, women and children. I mean, there's
Attila, Genghis... and me, Nick Naylor. The
face of cigarettes, the Colonel Sanders of
nicotine
24
When Aaron Eckhart, who plays tobacco
lobbyist Nick Naylor in the 2006 film
Thank You for Smoking utters the above
dialogue, most tobacco industry marketers
would identify with him. The movie
portrays very well, the life of a person
who is related to the tobacco industry and
the moral dilemmas he might have to face
on the job. Tobacco marketing is a job
which is not for the faint hearted. You have
to explain to each and every person you
know why you chose the industry and
whether or not you have any qualms
about killing people. Especially in India, a
job selling cigarettes for ITC may be as
dangerous for your social life as a job
selling condoms for Durex.
Tobacco advertising is one of the most
regulated forms of advertising around the
world. WHO runs a Tobacco Free
Initiative(TFI) under which it advocates A
total ban on direct and indirect advertising,
promotion and sponsorship bans must be
complete and apply to all marketing
categories. Many governments around the
world, including the Indian government,
require tobacco companies to carry text
THE MARKSMAN
 FEATURED ARTICLE
warnings, graphic images on tobacco packing, become for tobacco companies to advertise
including cigarettes and chewable tobacco their products. The use of smoking on the
products, warning the consumers about the silver screen as a symbol of sex and
health hazards of using tobacco. The above masculinity has been there from the times
image depicts the change in how a Marlboro when cinema was in the nascent stage.
cigarette pack in Australia looked like in Movie stars can be considered the biggest
2006 and 2012 due to change in government
endorsers of smoking. Many of us may have
regulations which increased the graphic
picked up the habit of smoking because
warning area on the front of the pack from
30% to 75%. Australia also became the first some actor looked cool puffing a cigarette
country to introduce plain/standardized or a cigar. The tobacco lobbies were a major
packaging, which means that the brand and influencing force behind this phenomenon.
product names have to be displayed in plain
text and the logo has to be omitted, making
every brands pack look similar and forcing
corporations to think whether to keep on
spending huge dollars on marketing. It takes
no time to realize how difficult it has now

January 2017 25
 FEATURED ARTICLE
Tobacco companies have leveraged product
placement in movies as a way of advertising.
Many famous tobacco companies have made
direct payments to actors for smoking in
films. Brown and Williamson paid Sylvester
Stallone a sum of USD 500,000 for smoking
their products in five of his famous films. But
the film industry has become restrictive about
this after legal troubles started arising. In
2016, the Motion Pictures Association of
America (MPAA) was slapped with a lawsuit
which asked for removal of smoking scenes in
films which were rated safe for child viewing.
In India, law dictates that films must show
anti-smoking ads and disclaimers against
smoking at the beginning of the movie and
also when the smoking scenes are shown.
Once, even direct advertisement was allowed
for tobacco companies, as shown in the above
pictures. The famous Marlboro Man
advertisements (as seen above) brought in
huge revenues for Philip Morris for decades
together. Conceived by Leo Burnett, the ads
depicted rugged men, mostly cowboys, in
their natural settings. The Marlboro Man
transformed Marlboro from a feminine to an
ultra-masculine brand and is considered to be
one of the most brilliant campaigns in
advertising history. But over the years, direct
advertising of cigarettes and other tobacco
products has been banned in most of the
countries around the world. The Indian govt.
banned the promotion and advertising of
cigarettes, tobacco products and other
intoxicants in 2009.
ITC Ltd., which is one of the largest FMCG
brands in India, was originally a tobacco
company by the name of Imperial Tobacco
26
Company of India Ltd, later changed to
Indian Tobacco Company Ltd. and ITC Ltd.
successively.
Though the company is a household name
for everything from biscuits to stationery
items, cigarettes still contribute to a
significant share of its revenue. The Wills
brand name, which was initially used to
market cigarettes, now sells apparel wear
and has its own fashion shows. This shows
how marketing can be cleverly used to
leverage a tobacco brand to sell clothes!
Although tobacco marketing is considered
unethical by people in general, it is just
another field of business. And moreover,
ethics are subjective. What is ethical for a
person may be unethical for another.
Hence, rather than looking down upon
tobacco companies as killing agents, there is
a need to rationally think about them as
normal business people whose aim is to
generate profits, satisfy their customers and
keep the shareholders happy. Isnt that what
any and every business is all about!
THE MARKSMAN
 FEATURED ARTICLE
The Trend of Chatbot in Digital Marketing
-SHRUTHI KS, SIBM PUNE the necessary information asked by the
customer.
Artificial Intelligence or AI has been on news
for long now. AI is there everywhere today
and digital marketing has gained widely from
this development. Artificial intelligence in
digital marketing has helped marketers save
their valuable time. One area that is blessed
by AI is customer care service centers. With
advent of chatbot life is simpler for the
customer care team and customers are also
happy with immediate responses to their
queries. Thus its a win-win situation for both
business as well as the customer. Chatbots
are AI-powered robots within messaging app
that can help a brand communicate with its
customers without the need for a human
intervention as mentioned in
chatbotmagazine.com. There are about 7 Customer interactions with chatbots are
Million Whatsapp users and 5 Million WeChat not new. We have been using Chatbots
users and other messaging apps like Viber and since quite a long ago while calling up a
Snapchat users are also increasing. Internet bank or airlines and waited in line hour
users are spending more time on these long to get to speak to the customer
messaging apps and marketers see this as an representative or gave up mid-way
opportunity for more growth for Chatbots. through. Chatbots on messaging app has
Chatbots exist as virtual assistants too. For taken care of our major concern of
example,Apples Siri, Microsofts Cortana etc. waiting time on phone trees or worry
about call drops. These bots provide a
Chatbots have found its way through satisfying engagement with customers and
ecommerce business as well. They are used provide a better delivery system.
widely by brands to promote the ecommerce
purchase mainly amongst younger generation As the usage of Chatbots is widespread
crowd. Amazons Echo has made it easier for so is risk associated with it. For maximum
people to simply ask for what they want. Echo security of chatbots all communications
has the potential to inspire the purchase and should be encrypted and it should be
also increase the purchase by providing deployed only on encrypted channel.

January 2017 27
 FEATURED ARTICLE
Therefore marketers should work closely
with its Information technology team from
the beginning of development of the bots, as
security constraint is a very important
parameter here. As chatbots are taking front
seat here and representing the brand as a
human substitute its easier for hackers to get
control of the bots and use for malicious
purpose. A lot of testing and support goes
into maintaining chatbots hence it is costlier
for business to manage.
With growing number of digital arenas usage
of chatbot has increased and marketers can
interlink their accounts and receive message
via any channel like Facebook, Whatsapp etc.
Chatbot is used to keep an eye on changing
trends. It is easier via chatbot to analyze huge
data on an excel sheet that a human would
take days together to analyze. It gives brand
real time data on how customers respond to
different messages and accordingly business
strategy will be mended.
Bots makes it easier for timely interaction
with customers and has potential of providing
seamless experience for the customers. With
more and more development in digital space,
Chatbots will surely play a very crucial role,
making customer relationship management
more fun filled and effective.

28 THE MARKSMAN
 SquareHead

January 2017 29
 BUZZ
ACROSS
PUZZLE 1. This collection range of Titan
watches has #KhudSeNayaRishta
campaign associated with it.
2. SonyLIV has launched this regional
language web-series as a strategic
move to augment the traction that the
platform is currently receiving from
regional audiences.
3. The logo of this Indian news
channel which had a combination of
blue and white colors has now
changed to red and yellow.

DOWN
4. The media agency won global media
CLUES mandate for Merc Consumer Healthcare.
5. This brand's funny Twitter campaign
recently sought to discourage people
from drunk driving.
6. This English media house signed a
licensing deal with Amazon India for
broadcast on Amazon Prime Video.
7. Maruti Suzuki positions this model as a
car 'Made for India' with its latest brand
campaign.
8.This property portal turned billboards
into blankets for the homeless in
association with a Delhi-based NGO,
Uday Foundation.
4.Starcom 5.Ola 6.BBC 7.Alto 8.Magicbricks
Down
1.Raga 2.Yolo 3.ABPNews
Across
Answers:

30 THE MARKSMAN
 CALL FOR ARTICLES

CALL FOR ARTICLES FEBRUARY 2017

Articles can be sent on any one of the following topics*:

1. Right time marketing Vs Real time marketing

2. Hype: An essential component of digital branding

3. Is customer service experience ready for the

millennial?

*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 approximately 800-850 words
and MUST be replete with relevant pictures that can
be used to enhance the article.
3. Font Type: Gill Sans MT
4. Font Size: 14.
5. Send your article in .doc/.docx format to
marksman.simsr@somaiya.edu
6. Subtitle line:Your name_Institute Name_Course Year
7. Kindly name your file as : Your name_Topic

The best adjudged article will be given a Winners Certificate.

Deadline for the submission of article : 20th February, 2017

January 2017 31
 The TEAM
TWEETS by Anchal Pandey
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Brand MARKive by Saurabh Sharma
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32 THE MARKSMAN