p. 1

your marketing journey begins here volume i august 2011 · visit www.wix.com/madventure/innovatus

[close]

p. 2

our inspiration shri sunil rane founder secretary executive president aet our journey started with a meeting with our beloved founder secretary executive president aet shri sunil rane sir on 21st july 2011 through his eternal quest for innovation and creativity which has laid down the foundation for the emergence of innovat innovat-us ­ our marketing club because of his inspiration students of marketing have come up with our own website innovatus e-magazine madventure e e-newsletter the marketing reporter e e-quiz innovat-us ­quiz05 marketing lab market visit many more interesting lab activities thank you sir for continuously motivating encouraging us to think innovatively.

[close]

p. 3

preface 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 the students students get to participate learn from the different variety of programmes like quizzes and market visits the students will get an opportunity of having a face to face interaction with the corporate through the medium of half day seminars and guest lectures the e-magazine e-newsletter which is an initiative by the students will feature articles penned by students only it will also showcase newsletters pertaining to the marketing industry market visit aims to give an exposure of the real world markets to the students wherein it will instigate them to face challenges head on and think of ideas and solutions out of the box market lab on the other hand gives students the platform to come up with creative and innovative ideas and test them in real life scenarios.

[close]

p. 4

contents brand mascot the big brand theory marketing jokes facts quotes myths students speak corporate speak out of home advertising atharva coke disney

[close]

p. 5

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 which 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 deve 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 t 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

[close]

p. 6

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 favourite 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 irrelevant 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 fivestar-hotel 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 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 additional element that comes as an afterthought to merely make the communication more branded 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 wellbranded 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

[close]

p. 7

the makeover of cadbury dairy milk

[close]

p. 8

cadbury india ltd cil the wholly-owned 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 mid-nineties 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 there was a revolution in the marketing strategy and the communication campaigns were targeted towards 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 `kiddie product and not part 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 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

[close]

p. 9

driving them to restrict children s consumption authentic emotional benefit a shift from portraying everyday moments as an opposed to special ones there was a need for shifting focus from child as chocolates consumers to adult s communication hitherto had always addressed adults as purchasers rather than consumers communication had positioned chocolates for specific situations thus imposing boundaries for the growth of the market emphasis on casual everyday situation could help promote core consumption opportunities 1994 was when the cdm planned three tactful strategies from which they zeroed down on two these were to meet their marketing objectives to grow shareholder value over the long term aiming for a cadbury in every pocket and growing the market by appropriate pricing strategy that will create a mass market and widen the market strategy 1 partner with other competitive brand e.g nestle but that was not suitable as cadbury was a leading brand strategy 2 capturing and acquiring a whole new market of consumers of cdm broadly for low involvement product categories like chocolates which offer emotional and sensory benefits cdm discovered that communication was most effective with repeated likeable ads promising unique and

[close]

p. 10

the adult category in order to widen the customer base strategy 3 increase in marketing and promotion and using various techniques in order to increase the consumption amongst the acquired market and broadening the consumption market existing customers and parallely attracting new consumers cdm slowly went on making attempts to replace the indian traditional sweets with cadbury with its khanewalo ko khane ka bahana cahiye to kuch meetha ho jaye pappu pass ho gaya din hai suhana aaj peheli tareekh hai meetha hai khana aaj pehli tareekh hai and further venturing into being a part of everyday post lunch and after dinner sweet with its khane ke baad kuch meetha ho jaye strategy 1 could not be used as back then cdm was the market leader it did not match the situation or provide solution to the problem hence cil chose strategy 2 and 3 for cdm at first it went on to capture a new segment of market the adult class with its asli swad zindagi ka and its award winning the real taste of life through these cdm created a whole new market for it products and it was successful in changing the mentality and penetrate the idea that adults can not only be the buyer s but also the consumers of chocolate and that there is a child in every adult once it was triumphant they implemented the strategy 3 which focussed on increase in consumption levels and pattern of the here strategy 2 was followed by strategy 3 they could not have worked the other way around because the mindset before 1994 was that chocolate was a product meant for kids and if there was an excess could harm the teeth health as perceived by the parents and if strategy 3 was implemented before 2nd then it would have flopped because 1st the intention of capturing a new market of adults for chocolate would not have been fulfilled and 2nd as chocolates were categorized as a hazard being responsible for obesity dental and respiratory problems parents would have

[close]

p. 11

rejected the product blaming the brand and the product for spoiling their child s health s they first acquired the consumer market and gradually went on increasing its consumer market and the consumption level and pattern of the market cadbury s over the years from a kid s product to later positioning itself as a product for everyone cdm went on to penetrate in 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 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 the amitabh bachchan s advertisement assuring that it is safe to eat cadbury with his don t worry be happy statement 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 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 bachchan 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

[close]

p. 12

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 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 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 by upasana sanghavi

[close]

p. 13

recent trends in out of home advertising with a sharp downturn in global advertising spending and a decline in traditional out-of-home advertising from 2000 out-of-home 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 fast-paced changes and new developments new technology and innovative ideas provide advertisers with ways to achieve stand-out visibility wallscape 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 out-of-home media due to their immense size wallscapes generate a tremendous amount of attention from both vehicle travellers 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 out-of-home advertising used to be the dull end of the industry no more the falling price and improving quality of flat-screen 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 see their audiences fade streets airports and other public spaces are becoming crowded with

[close]

p. 14

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 black-lit 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.

[close]

p. 15

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

[close]