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atharva s marketing club is all about creativity stirring thoughts all the information about what all is happening in the marketing world all the activities to be conducted by the club offer a great window of opportunity to all the students they can participate learn from the quizzes and industry veterans coming to college for either a half day seminar or the guest lectures this will provide a learning experience through half day seminar and guest lectures the communication team is responsible for creating the e-magazine newsletter which will be full if useful information for the marketing students as well as will feature articles by the students themselves a market visit will provide valuable insights to the participants about the real market whereas the market place will challenge the participants to think of innovative ways to convince sell the products

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brand mascot the big brand theory marketing jokes facts quotes myths out of home advertising atharva s gogreen

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the mascot is a telegraphic avatar of the brand having heard the news that there was going to be a magazine especially for the field of marketing where in students can bring out their creativity i was really excited to contribute my own bit for the same so i sat down to think what interests me the most in marketing that s when the word brands came to my mind more so it has really inspired me ever since i have come across one interesting avatar of branding the brand mascot the mascot is a telegraphic avatar of the brand used skillfully it can communicate in shorthand when allowed to drift it can overshadow the core message and create irrelevant brand associations thinking of brand mascots what first comes to everyone s mind are the adorable zoo zoos as an afterthought we begin to wonder how vodafone would have ever thought of developing these tiny little creatures but if we rack our brains a little further we wonder why we do not associate with those brand mascots which came even before the zoo zoos even the loyal pug had spread a wave of liking among the people when it was first introduced but vodafone has to abandon it since it represented a loyal and strong network which was no longer a point of differentiator in a highly competitive market brand mascot

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that is when we begin to ponder could brand symbols the creative delivery mechanism for a brand s message really overshadow a brand or become brands in themselves and have better recall value the amul girl has been one of the favorite not only among the kids but also among the youngsters and adults the air india maharaja the onida devil and asian paints gattu are popular indian examples of brand mascots gattu created the category association of paint nothing more the changing social context made him a liability since the image it portrayed was of child labour and an irrelevance associated with it since he was considered to be untidy mascot with dripping paint hence he was cremated the maharaja created an association with old world hospitality and not airlines today he has been reduced to a fivestarhotel darwin the onida devil is a peculiar case he was a conceptual character without roots in indian culture we have no personification of evil in hindu culture unlike the devil in christianity and yet he cut clutter because of his incongruity yet he overshadowed the brand onida since he was not in congruity with the product nor the message was in congruity with the indian culture the question really is whether the brand is going to live or die with the symbol if there is a strong point of view of the brand the symbols or mascots will most likely be built around that vision in such a case one will propel the other the stronger the mascot the more the brand will benefit a case in point is the energizer bunny of duracell it has been successful in garnering share and equity for the brand any extraneous element that comes as an afterthought to merely make the communication more branded with additional visual elements will always be less successful in such a scenario even if the brand mascot does strike a chord because it is executed well it will possibly not add very much to the equity of the brand it will almost certainly not have any utility beyond the current campaign basically this is because it does not come from a brand belief which is what happened with the onida devil the annals of advertising history are replete with examples where people tried to create something like gattu to communicate effectively brands need words pictures and logos these are comparatively less efficient than simple distinctive mascots to cite an example it will take a whole plethora of words such as rugged masculinity and freedom to communicate what marlboro is all about instead the marlboro cowboy does all this just fine the message must take prominence the purpose of the mascot is to brand that message and make it memorable if vodafone zoo zoos are communicating 30p per minute as a proposition then this 30p has to be a strong thing to say if the message is not strong enough or well branded it is not worth communicating advertising money will be wasted if one ends up remembering the creative device more than the brand message but i don t think this happens ­ the brand mascots are just an extension of the brand and if used intelligently it could prove to be a strong differentiator for the brand by prity bhansali

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the big brand theory ­ cadbury dairy milk

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the `sweet story just for kids the real taste of life kuch khaas hai zindagi mein khaanewalon ko khaane ka bahana chahiye din hai suhana aaj pehli tareekh hai pappu paas ho gaya is diwali aap kise khush karenge shubh aarambh khane ke baad kuch mitha ho jaye cadbury india ltd cil the whollyowned subsidiary of the leading global confectionery and beverages major cadbury schweppes dominates the chocolate market in india with a 70 share of the market cadbury s dairy milk cdm is its flagship brand having a market share of 30 and average daily sales of 1 million bars cadbury dairy milk is its largest chocolate brand which accounts for a third of every chocolate bar consumed remember the old man offering his wife a dairy milk chocolate or the dancing girl in a crowded stadium all reflect the impulsiveness and the spontaneity of the child in the adult chocolates have usually been viewed as something meant only for children till the midnineties cil s marketing communication campaigns for cdm were targeted at kids the advertisements focused on the relationship between the parents and their children where parents expressed their love by gifting the child a dairy milk however in 1994 cil changed its take and the communication campaigns were targeted at adults to expand the chocolate market and increase sales the repositioning phase during the 90 s cdm found that adults were primarily purchasers and not consumers of chocolates chocolate was perceived as a `kiddy product and not part of the repertoire of products consumed socially chocolate consumption among adults evoked feeling of self indulgence and guilt food and nutritive values associated with chocolates were low and in fact they were categorized as a hazard being responsible for obesity dental and respiratory problems purchase was almost always planned and triggered by motives ranging from celebration bribing and reward to gifting for an impulse product category such as chocolates this was likely to limit market growth this conditioning and social learning about chocolates was restricting consumption among adults as well as driving them to restrict children s consumption.

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communication hitherto had always addressed adults as purchasers rather than as consumers communication had positioned chocolates for specific situations thus imposing boundaries for growth of the market there was a need to shift focus from the child to the adult emphasis on casual everyday situation could help promote core consumption opportunities they used emotional appeals in their advertising customer surveys were conducted as a means to align the advertisements with evolving consideration sets of customers and packaging was as a strategic tool to communicate quality remember this for low involvement and impulse product categories like chocolates which offer emotional and sensory benefits cdm discovered that communication was most effective with repeated likeable ads promising a unique and authentic emotional benefit a shift from portraying everyday moments as opposed to special ones cadbury s over the years from a kid s product to later positioning itself as a product for everyone cdm went on to penetrate the roots of indian culture and tradition replacing the indian traditional sweets and now being a part of everyday post lunch and after dinner sweet during the october 2003 `worm controversy cadbury india limited made incredible efforts to maintain the brand image of the company 1st of every month is the day of salary of a working indian and we celebrate it by bringing some sweets to home it is a tradition and cadbury targeted

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this area with its din hai suhana aaj pehli tareekh hai meetha hai khana aaj pehli tareekh hai when we clear our exams all that we hear is pedhe khilao to all to express happiness remember the advertisement pappu pass ho gaya starring amitabh bacchan through this cadburys have replaced the indian pedhas saying that for any happy occasion eat dairy milk what is common between rakshabandhan and diwali again a common answer `mithai `sweets what cadbury wants here is to replace this `mithai with cadbury celebration chocolates with their slogan kuch mitha ho jaye they aim create a habit in the minds of the consumer that whenever they feel the need to eat sweets they should opt for cadbury recently a new cadbury marketing campaign started with its shubh aramabh which in english means new beginning it is deep rooted within the indian culture that any new beginning should be go ahead with eating sweet or curd and sugar and that s where cadbury hit proposing to buy cadbury for any new commencement.

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television the print media and posters have been the main media of communication for cadbury s advertisements however with their understanding of the peculiarities of the indian market cil has also explored many new ways of getting their message across to the consumers sheet metal dispensers this purple salesperson for cadbury s is found in almost every shop stocking their chocolates since it is placed on the cash counter its design offers visibility ease of vending and protection from the elements it is also placed in the most appropriate position to cater to the impulse buyers this `first from cil has become so popular that is now the standard design for all chocolate manufacturers visicoolers visibility for chocolates drops in the summer as they disappear into the refrigerator in high throughput outlets the visicooler serves the need for cooling while still maintaining the visibility of the product jars these are provided to small outlets where they are prominently displayed vending machines these high visibility machines are provided at busy locations presence in amusement parks cadbury s also maintains a presence in many amusement parks across the country strengthening the association of its chocolates with `fun occasions cadbury dairy milk s strategy to attract consumers is somewhat unique in a sense instead of focusing

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on the product it seeks to tap into emotions normally associated with chocolates they have also adapted their strategies to the unique demands of the indian retail sector the strategy has clearly proved successful as they have been able to build and maintain a leadership position in the market with many loyal customers facts myths · marketing should be changed every few years to keep it fresh and new fact the longer your marketing promotes your product or service the better · by upasana sanghavi wordofmouth marketing is all a great business needs fact not any longer businesses need to be marketing all the time with a variety of tools · marketing should entertain and amuse fact show business should entertain and amuse marketing should sell winning marketing awards for your advertising does not mean more profits in your pocket · repetition of a marketing message is boring fact it may be boring to you but it won t be boring to your prospects and customers · the purpose of marketing is to generate maximum sales volume fact wrong the purpose of marketing is to generate maximum profits · quality is the main determinant in influencing sales fact confidence in the business is the main determinant quality is second · public relations stories have a short life span fact only if you let them make copies and use it a part of your other marketing strategies.

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wallscape recent trends in out of home advertising with a sharp downturn in global advertising spending and a decline in traditional outofhome advertising from 2000 outofhome media is among the fastest growing media in the world and will continue on an upward track in 2012 out of home media ooh is currently enjoying one of its best periods of growth on a global scale which is manifested by fastpaced changes and new developments new technology and innovative ideas provide advertisers with ways to achieve standout visibility wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes these billboard advertisements are visible from a distance and provide tremendous impact in major metro areas wallscapes are one of the boldest creations in outofhome media due to their immense size wallscapes generate a tremendous amount of attention from both vehicle travelers and even pedestrian no other advertising medium can compare to the dramatic impression of a wallscape roadside billboards posters on buses and bus shelters ads in airport terminals a type of publicity well known in outofhome advertising used to be the dull end of the industry no more the falling price and improving quality of flatscreen displays mean that static posters printed on paper are being replaced by snazzy digital commercials with moving pictures sound and sometimes interactive features as some advertising media,

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see their audiences fade streets airports and other public spaces are becoming crowded with more potential viewers than ever as people continue moving to cities and travel more promo bike promo bike is one of new media vehicle in out of home advertising promo bike are well know for direct marketing tool as it is exposed to pedestrians and bypassing traffic it is four wheeler bike with blacklit box which travels throughout the city it is known as mobile billboard it is cost saving and very effective mean for advertising a brand it is an media which gets closer to target market this unique concept has delivered quality service and value to a variety of major brands and retailers globally interactive kiosk an interactive kiosk is an type of outdoor media vehicle wherein there is an consumer who comes in contact with an computer screen and follow instruction to get information of new trends in an brand it is designed for public use that delivers information or enables transactions advertising with this medium is gaining lots of importance among advertisers as there is an increase in the literacy rate among the population.

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staircase advertising staircase advertising is an unique idea for advertising an product a repeating set of sticker on an entire sticker covering the staircase to market the staircase as an advertising medium also large displays across several floors offer are ideal platform to exhibit brand message effectively this medium is widely used at places such as railway station airports stadiums shopping malls commercial buildings multiplex etc by karan seth aarti bhatia

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jokes quotes a man was out driving when he came across a flock of sheep he got out of his car and walked over to the shepherd tending the sheep he asked marketing are you a betting man dad i want u 2 marry a girl of my choice son no dad the girl is bill gates daughter son then ok dad goes 2 bill gates dad i want your daughter 2 marry my son bill gates no dad my son is d ceo of the world bank bill gates then ok dad goes 2 the president of the world bank dad appoint my son as the ceo of ur bank president no dad he is the son-in-law of bill gates president then ok this is marketing why do you ask said the shepherd i ll bet you $20 to one of your sheep that i can guess the size of your flock he said you re on said the shepherd how many sheep have i got 367 came the answer that s amazing exclaimed the shepherd you re absolutely right go and pick yourself a sheep having claimed his prize the man was walking away when the shepherd called out to him how about another bet double or nothing he challenged what s the bet said the man i ll bet you that i can tell your occupation and who you work for that s a bet said the man what do i do you re a marketing consultant and you work for the government said the shepherd that s amazing said the man how did you figure that out the shepherd smiled put down my dog and i ll tell you

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`not one man in a beer commercial has a beer belly doing business without advertising is like winking at a girl in the dark you know what you are doing but no one else does said a tiger to a lion as they drank beside a pool tell me why do you roar like a fool that s not foolish replied the lion with a twinkle in his eyes they call me king of all the beasts because i advertise a rabbit heard them talking and ran home like a streak he thought he would try the lion s plan but his roar was a squeak a fox came to investigate ­ and had his lunch in the woods the moral when you advertise be sure you ve got the goods there was an awards ceremony for commercials on tv last week i fastforwarded through the whole thing advertising may be described as the science of arresting the human intelligence long enough to get money 1 you see a gorgeous girl at a party you go up to her and say i am very rich marry me that s direct marketing 2 you re at a party with a bunch of friends and see a gorgeous girl one of your friends goes up to her and pointing at you says he s very rich marry him that s advertising 3 you see a gorgeous girl at a party you go up to her and get her telephone number the next day you call and say hi i m very rich marry me that s telemarketing 4 you re at a party and see gorgeous girl you get up and straighten your tie you walk up to her and pour her a drink you open the door of the car for her pick up her bag after she drops it offer her ride and then say by the way i m rich will you marry me that s public relations 5 you re at a party and see gorgeous girl she walks up to you and says you are very rich can you marry me that s brand recognition 6 you see a gorgeous girl at a party you go up to her and say i am very rich marry me she gives you a nice hard slap on your face that s customer feedback 7 you see a gorgeous girl at a party you go up to her and say i am very rich marry me and she introduces you to her husband that s demand and supply gap 8 you see a gorgeous girl at a party you go up to her and before you say anything another person come and tell her i m rich will you marry me and she goes with him that s competition eating into your market share 9 you see a gorgeous girl at a party you go up to her and before you say i m rich marry me your wife arrives that s restriction for entering new markets

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