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MARKSMANThe
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. VII | ISSUE IX | Feb’ 17
FEBRUARY 2017 01
EDITOR’S NOTE
Happy Reading !
Thank you so much for loving our magazine and looking forward to it with such vigor
and enthusiasm. You are truly a wonderful audience. It gives us great pleasure to
present to you the February issue of your very own Marksman. This edition boasts of a
range of varied articles lined up just for your reading pleasure.
Our cover story this month titled –”Social Media Marketing” talks about essentialness
of SMM and how SMM is a must to target a wider customer base and expand your
business. This month’s special story – “Database Marketing” helps you understand all
the data you have stored about your customer as well as guides you on how to use it
efficiently. KickSTART focuses on the startup – Paytm, which paints the entire journey
of how it started as a prepaid mobile recharge website to how it is being used today.
In addition to that, we have the usual yet exciting sections on: Tweets, Bookworm, Buzz,
Ad-itude, Squarehead, Hallmark Campaign, Pioneer and Faux Pas.
We would also like to congratulate the winners for this month’s Call For Articles –
Abhishek Patra, Nishiggandha Kerure and Rashi Rastogi whose articles have been
chosen to be featured in this month’s issue. And for all those entries that haven’t been
published in this issue, we thank you all for your overwhelming response and request
you to keep writing to us with the same fervor
Stay connected with us on
http://www.interfacesimsr.com/the-marksman.html
Follow our Facebook page for more updates.
02 THE MARKSMAN
Tweets 03
It’s All About Ad-itude 05
Brand Markive 07
Cover Story: Tele Marketing 09
Special Story 13
Marketing Faux Pas 16
Hall-mark Campaign 17
Pioneer 19
Bookworm 20
Kickstart 21
Featured Article 22
Square Head 31
Buzz 32
Content
Uber teaches us, one should think twice before tweeting. During the immigration ban, a
union representing taxi drivers in New York City issued a statement refusing to pick up
passengers at Kennedy Airport — the center of the protest — for 1 hour. After the strike,
Uber posted a message on Twitter saying it had turned off its “surge pricing” feature in the
given situation to “help” the people at the airport. Uber was accused of strikebreaking and
of profiting from the protest. Soon #DeleteUber began trending and people started tweeting
pictures of deleting their Uber app.Almost 2,00,000 people deleted their accounts.
TWEETS
FEBRUARY 2017 03
#Deleteuber
TWEETS
04 THE MARKSMAN
The Super Bowl isn’t just about football
championship anymore; it’s about
advertisement championship too. And one
brand that was “Super” witty and on mark
on this year’s Super Bowl was the cleaning
product from P&G, Mr. Clean. It trolled
Super Bowl commercials on twitter, live. It
released its own Super Bowl commercial
which featured a sexy, dancing version of
character and then goofed around in the
first half of the match on twitter with
Skittles, T-Mobile, Honda and more! Sexy Mr.
Clean turned everyone on watching it and
surely created a lasting impact with more
than 11,700 mentions in one minute!
#MrClean #SB51
Setting a perfect example of brand
engagement and tactically seizing the
opportunity another cleaning brand, Pine-Sol
tapped into the twitter buzz surrounding
Mr.Clean during the Super Bowl and created
a Twitter poll challenging Mr. Clean for a
dance-off against the Pine-Sol lady for charity
which collected over 2,00,000 votes. Other
brands that got involved include Tide,
Wendy’s and Mashable.
#PineSol #SuperBowl
Durex has always been known for its brilliant and creative print ads. Yet, again when the
world was in a state of shock post the U.S presidential election results, Durex played it calm.
It took this opportunity and it created one of the most influential print advertisements. The
picture shows Donald J Trump standing inside the white house which was almost like a
miracle for the world since he was considered to be the underdog. Similarly, Durex grabs
this opportunity for its product by stating it can help you get in anywhere, like really
anywhere. Like if Trump could reach the White House, Durex lubes can help you reach
anywhere and attain the level of satisfaction desired.
IT’S ALL ABOUT AD-ITUDE
FEBRUARY 2017 05
Print Ad: Durex Lubes
“Alarm bajne se pehle jaago re”, do not wait till the alarm goes off, is the central idea of the
new TATA tea “Jaago re” campaign. We, Indians have a very bad habit of waiting for an event
to occur and react based on it. We never pre act to prevent any event from occurring and
this is beautifully explained in the new Jaago Re campaign. The film brings alive the need for
pre-activism in a hard-hitting, pertinent manner. The lead female drives the story in a manner
where she shows that we keep waiting till a farmer commits suicide or we wait till a rape
takes place. Later, we react to the event by taking out rallies or posting anger on social
media, but never do we ever take steps to stop them from happening in the first place. Tata’s
keep up with their social awakening and leadership cause yet again with their jaago re
version 2.0
IT’S ALL ABOUT AD-ITUDE
06 THE MARKSMAN
TELEVISION AD : TATATEA – ALRAM BAJNE SE PHELE
JAAOGE RE
Here came his idea to use direct mailing as a
channel for sales. Direct mailing helped in
spreading the word about his magazine by
reaching out to the potential consumers.
There was a personal touch to the product,
as the magazine suited the lifestyle of the
people it reached.
In 1938, the test marketing of reader's digest
was done in London. Direct mailing and retail
stores were used for selling a United States
edition of the magazine. The company formed
for the purpose managed to sell a whopping
250,000 copies. As a result a decision to print
the magazine in London was made.
The sales increased exponentially, taking the
number to a million in just four years. With
this increase, reader's digest introduced new
sections covering controversial topics, social
trends and light humour. Some of these
contributions are also made by the readers.
As readership increased, the magazine gained
a lot of equity. Information, entertainment and
inspiration are some of the personalities
associated with the magazine.
Reader's digest has no direct competition in
the mass market. This gives it a unique
positioning. Quality and value are
synonymous with the brand. To maintain that
level, a quality research is done and feedback
is taken to understand consumers’ needs and
updated regularly.
BRAND MARKive
Reader's digest
FEBRUARY 2017 07
Reader's digest is unique in the way it has
grown over the years. It is a household
name globally. Its value proposition lies in
the basic concept over which the magazine
is developed. It is the ultimate go to source
for an avid reader as it provides an
incomparable stream of articles covering
diverse topics from around the world. As a
result the magazine overflows with
information that a variety of readers can
connect with. Not only does it provide
articles suiting their interest, but also
covers a range of other themes that the
consumers can read for leisure.
The inception of the magazine happened in
1909, when avid reader, DeWitt Wallace,
began making card indices of the best
articles he read. He mostly focussed on
general interest articles. Eventually he
chose to commercialize this habit and
provide for others like himself. In the 1920s
DeWitt Wallace figured that the ideal
consumer for his magazine would be
someone occupied with work who also
likes to stay updated about the happenings
around the world. So, was curated this
compact, versatile magazine. Wallace failed
in his first attempt to publish this pocket-
sized magazine when many publishers
turned him down. Instead of getting bogged
down by disappointment, he ended up
deciding to print the magazine himself.
BRAND MARKive
08 THE MARKSMAN
The brand has grown over many years and continues to improve with a large number of
feedbacks received whenever a mail is sent out by them. This is largely due to the trust the
brand has built by maintaining and improving the quality of its content
COVER STORY
Who knew that a website, set up for rating
girls as “Hot or not” for students of Harvard,
would go on to become a big time success
with the name “Facebook”. Who knew the
websites, or the Apps created to connect
with your loved ones, or to those who with
time have lost contact, will become the next
big platform for marketers. Never in dreams
would the creators of these social media
websiteswould have thought that their
creation could be used in the way it is being
used now.
Change is the new constant. There is a
tectonic shift in technology that the world is
experiencing today. Large or small
organizations, rich or poor economies are
witnessing the impact of a massive digital
transformation or impact through digital
initiatives and use of social media.
Today Social media is a term which everyone
knows. Even the most remote places in world
have access to World Wide Web and have
heard about Facebook, Twitter etc. Probably
not just heard but also use it on daily basis.
But this hasn’t been the case few years back.
Initially social media was defined in terms of
letters and cards, but now they are been
known as Facebook, twitter, Snapchat etc. The
birth of social media took place in the year
1997 with a website known as six degree. It
then kept on growing and with wide spread
of the world wide web, new websites came
into picture like Orkut, Facebook etc.
Social Media Marketing
“2004 saw the launch of Facebook and since
then the entire scenario of social media has
changed. Social media consists of
thousands of websites and platforms, each
with similar sole purpose but serving it in a
slightly different manner. Some social media
platforms are more popular than others, but
even the smaller ones get used by a portion
of the population because each one caters
to a very different type of person. Like
Instagram caters to the kind of person that
communicates through photographs best,
and other platforms such as Twitter are
perfect for those who communicate in short
bursts of information.
FEBRUARY 2017 09
Small businesses can take advantage of
SMM to increase their visibility amongst the
target audience as Social media is an
inexpensive way of reaching large set of
target audience when they are looking for
you.
It helps in generating leads or sales. So
whenever a customer fills up a“keep-me-
informed” form or signs up for newsletter
or fills in contact information it indicates
that he/she is interested in your products
or needs more information about your
products. So this is a way it leads to lead
generation or sale of product directly.
Increasing the events traffic.
Reaching the new prospects or buyers.
SMM helps you reach your target audience
through various means like SEM, SEO, paid
advertising, redirecting etc.
It is also considered as a way of addressing
your customer grievances and problems.
SMM is no magic. A brand cannot build
itself overnight using social media
marketing. A lot of thinking has to go in
before a company thinks about getting
online. Various questions needs to be
answered like Does my target audience use
social media? Which channels? What’s
being posted about my industry,
competitors, company or products? How
are my competitors using social media and
is it effective? What are my biggest
opportunities with social media? Etc.
Having answered these questions you need
to have a plan drafted because no
marketing promotions or plans can be
successful without having a structured map
for the events.
COVER STORY COVER STORY
“Promise, large promise, is the
sol of an advertisement. “
- Samuel Johnson.
Businesses are using social media to promote
their products and services in a brand new
way and so each form of social media serves
a purpose that the others available may not.
Having used social media on such length and
breadth that online shopping has become an
integral part of our lives. But have you ever
noticed that you search for a certain thing
online and then later on whenever you surf
the internet you see ads of those things
which you searched previously but didn’t buy.
Or next time you see similar or related
products once you have bought the product.
Have you ever wondered why does this
happen! This is all due to the concept of
Social Media Marketing.
Social media marketing, or SMM, is a form
of internet marketing that implements various
social media networks in order to achieve
marketing communication and branding goals.
Social media marketing primarily includes all
the activities which involve social sharing of
content, videos, and images for marketing
purposes, as well as paid social media
advertising. Social media marketing is the
process of gaining awareness, driving traffic
and engaging your customers and prospects
using social media channels.
SMM is mainly used by marketers and brands
for following reasons:
Connecting with your customers in ways
unimaginable, using traditional means, thereby
engaging your customers and gaining their
loyalty.
Building a reputation, increasing recognition
amongst your target audience and also or
improving your brand awareness.
10 THE MARKSMAN
COVER STORY
To start off with you need to decide upon the
channel which you want to choose, what kind
of content is more successful with your set of
target audience. SMM is all about being present
and engaging your target audience directly, but
at the same time, the medium is largely
unorganized and uncontrolled. In order to
succeed, you will need a strategy which helps
you to reach out to the right audience and join
in with the global conversation that is social
media.
SMM doesn’t just consist of marketers and
brands branding their products but also how
well your customers advertise for you. They
are known as brand advocates and the
influence these advocates have on the brand
image is of great importance.
Today, social media has become one of
the most powerful channels for Word of
Mouth (WOM) marketing.
•Social media users who receive great service
tell an average of 42 people (compared to just
9 for social absentees).
•Approximately 40% of all Twitter users
regularly search for products onTwitter.
FEBRUARY 2017 11
•More than 88% of consumers are
influenced by other consumers’ online
comments.
• 44% of Indian consumers have bought a
brand because their friends like or follow
the brand on a social network.
Like for example for the promotions of
SRK-starring ‘Fan’ by Yash Raj Films, the
production house embarked on a massive
digital marketing strategy driven by a video
series ‘TuNahinSamjhega’ featuring real
fans, as the movie was inspired by a real
life fan of the star. YRF built the series as a
tribute to all fans, not just SRK while fans
on social media were engaged with a
variety of contests and fun activities that
brought them closer to the star, and this
momentum was kept alive till the day of
movie launch.
that played on nostalgia.
Maggi used SMM to recreate its brand
image which it had lost due to ban implied
on it. it launched a video series called
#NothingLikeMaggi
COVER STORY
12 THE MARKSMAN
The twitter brawls prove that having an
active listening on social media can be
beneficial for the brands as well as their
rivals. One important aspect of SMM is
measuring the outcome of your objectives.
Measurement helps you decide if your
strategy and content makes sense to your
target audience. If yes, then you can
continue with the same plan but if doesn’t
then another plan should be applied to
make SMM effective. And never forget
customer is god and content is the offering
you need to pay to god for being in his
good books.
The mom, the hostel guys, the papa who
only knows to cook Maggi returned from
history, to remind viewers that there’s
‘nothing like Maggi’. The ad, the jingle, the
setting was carefully chosen for each of the
three films that celebrated the good old
spirit of Maggi, the familiar ‘two minutes’ and
people-bonding. This is how tried to come
back with a clean image post the ban.
Listening to your customers and having an
efficient and effective social customer
service team is very important because this
can make or break your brand or even can
make you competitors steal your customers.
And if not steal than atleast woo them.
Special Story
Database Marketing
Gone are those days when marketers used to
refer to yellow pages to collect information
about their target audience , gone are those
days when people used to use Justdial to get
information about plumbers and electricians.
All these are examples of database marketing.
The owners of yellow pages and Justdial, with
years of information gathering created a
database of all the people based on
profession, location, etc. This is how they used
demographic division to segregate the data
they had for the ease of marketers. Marketers
had to just check the book and find all the
contacts and addresses of their target
audience. This was a tedious job. With the
advent of technology even this task of vetting
the data has become easier.
So what exactly is database marketing? How
is the data collected? How is it used?
Database marketing is a form of direct
marketing. The database marketing is process
of identifying, collecting and then analyzing
relevant information about a company’s
customers. The database is compiled using
data obtained from a range of internal and
external sources such as sales information,
email correspondence, warranty cards,
promotional efforts and now more than ever,
social media. The primary aim of database
marketing is to then use the information
within the database to implement marketing
strategies that ultimately increases profits.
Marketing is all about retaining your old
customers first and then gaining new
customers.
Hence the key driving force behind
database marketing is establishing, building
and then maintaining relationship with the
customer. Developing and understanding
how customer relationships work with
database marketing can be instrumental in
boosting customer retention levels and
therefore profits through repeat customer,
as well as amassing new customers. Fast
forwarding to 2017, with every person
owning a smart phone and internet
connection, what is the most basic things
we do on our phone except for calling or
surfing net? Downloading apps! Irrespective
of the type of app you download, have you
ever noticed that you accept certain terms
and conditions before you start using the
app and at times even before downloading
the app? This is the point where data for
the information is collected. The forms that
you fill anywhere in malls, for purchasing
credit cards etc is a way of data collection.
There are three main stages of effective
database marketing:
1) Data Collection: It is the collection of
accurate and relevant data about existing as
well potential new customers and then
making it available in a format which makes
it easier for the company to use the data
for their marketing activities as well as
promotions.
2) Turning data into knowledge: The data
which is collected from various sources is
in raw form, to make sense of the data, it is
suppose to be analyzed so that it can be
FEBRUARY 2017 13
SPECIAL STORY
later used for effective marketing and
communication.
3) Developing and evolving business
strategies: Involves using the data and the
knowledge within a database for shaping the
strategy of the business
Sources of data
Various businesses use database techniques
to refine their direct marketing campaigns,
including finance companies, retailers,
technology vendors, internet service
companies, insurance companies, and B2B
companies. Database marketing is
particularly useful for large firms, which have
large customer bases that generate huge
amounts of transaction data. This helps them
to target their customers in a refined form.
Various businesses use database techniques
to refine their direct marketing campaigns,
including finance companies, retailers,
technology vendors, internet service
companies, insurance companies, and B2B
companies.
Database marketing is particularly useful for
large firms, which data. have large customer
bases that generate huge amounts of
transaction data. This helps them to target
their customers in a refined form.
Database marketing helps you touch
customer’s life in ways which have never
been thought about. It helps you reach your
customers at times when they need you
with things they need. By proper cleaning
and segmentation of data you can send
personalized messages to the customers. You
can use data in such a way that your
customers have a pleasurable experience
while shopping. Have offers curated for
customers based on their past buying
behavior and predicting the new purchases
they can make. You can also collect feedback
from customers on your products or
services and thereby can improve your
services. Suggesting items or products which
can be purchased along with the products
customers is buying. Sending birthday and
anniversary messages can make a huge
difference. It helps in building customer
loyalty. There are firm which sell databases
to various other firms called as third party
data. It used by small firms for their
marketing activities. These activities included
sms campaigns, mailer list etc. In this case
the firms specify their TG details with the
third party and the firm thus provides the
required data which can be used by the
other firm for their marketing activities.
14 THE MARKSMAN
SPECIAL STORY
Benefits of using databases for marketing are:
Targeting: most importantly is its ability to let you target your marketing efforts to specific
groups based on the firms needs.
Improved profitability: By segmenting and targeting your customers you used your
marketing spends in an optimum way which makes it cost effective and hence increases
profitability.
Increased sales: By segmenting the market , information reaches the right customer at the
right time at the right place with the right products thereby increasing the probability of
conversion which in turn increases sales.
Improves marketing communication: With help of accurate and reliable data , the quality level
of the communication by the firm increases.This indirectly leads to customer loyalty.
Thus database marketing is the next big thing which is changing and will change the way
businesses operate. It helps you work more intelligently by making decisions based on the
facts and figures collected from the
FEBRUARY 2017 15
MARKETING FAUX PAS
Qiaobi laundry detergent
While most marketing executives would be
thrilled to see an ad go viral around the world,
this one's getting attention for all the wrong
reasons.
China's Qiaobi laundry detergent is being
called the most racist
commercial ever made. The commercial shows
a black man whistling and winking at a young
Chinese woman, who calls him over, puts a
detergent packet into his mouth, and forces
him headfirst into a washing machine. She sits
on the lid while the man shrieks. Moments
later an Asian man emerges in clean clothes,
and the woman grins.
Many on social media were miffed and angered
by the advert. Some said the commercial was a
crooked take on a similar Italian commercial, in
which a Caucasian man was turned into a
black man with the slogan: "Colored is better".
The Chinese version uses the same music and
sound effects as the Italian clip. The
Chinese advert has been viewed on YouTube
more than one million times. The user who
posted it, Benoit Florencon, described the film
as "raw racism".
China has historically experienced almost no
migration by people of African descent,
although the population has grown in recent
years as China has risen to become the
continent's biggest trading partner.
Bottom-line: There's not much to explain here.
This ad is blatantly racist. But it's also a
reminder that attitudes over race and skin
color in China can be very bad.
Thanks to traditional beauty standards
valuing white skin, many Chinese people
have a well-established phobia of dark
skin, which unfortunately also breeds
racist attitudes towards people of African
descent, who are viewed by some as
"dirty" simply because of their skin tone.
Another recent example of how this
shows up in marketing, is the promotion
for Star Wars: In China, posters for The
Force Awakens were altered to minimize
John Boyega, a black actor who plays Finn,
a central character in the movie.
Of course, China is not alone in its
struggles with race and ethnicity. The US
has a very long, bad history with how it
treats minority groups, and the West is
increasingly seeing an increase in
Islamophobic attitudes. The racist
detergent advertisement, then, is just
another ugly example of the kind of
racism that's too common around the
world.
16 THE MARKSMAN
Hall-MARK CAMPAIGN
March Madness “PieTops” by
PIZZA HUT
Pizza chains have always been ahead of the
curve when it comes to innovative or
develop some goofy way to order pizza.
Pizza hut in its latest campaign has topped
them all. In their latest campaign March
Madness with “Pie Tops”, customers can
order pizza from any location by wearing
limited edition high tops. So how does pizza
hut locate them? By using geolocation. Talk
about innovation.
You just need to press a special button on
the tongue of the sneakers which will
connect you to Pie Tops App and it will
order a pizza for you. The brain behind this
campaign is Ad Agency Droga5 and the
sneakers were made by Dominic
Chambrone who is a legend in the custom
shoe business. The sneakers is a limited
edition with only 64 pairs made which
would mostly go to influencers and people
in media who will further amplify the
campaign.
FEBRUARY 2017 17
But few lucky fans would also get a chance to
own those sneakers. The message behind this
campaign is to show the consumers that how
easy it is to order a pizza from Pizza Hut via
multiple devices ,be it phone, tablet, laptop,
Alexa-enabled devices, Facebook Messenger
or Twitter. This campaign has been designed
for March and April for a large two-topping
pizza which would cost $7.99 and can be
ordered online. They also thought about
other ways to promote this Pizza but the
very nature of this campaign caught their
attention. This campaign comes soon after
PizzaHut was defeated by both Dominos and
Papa John’s in 2016 sales.But thiswill all
change since Pie-Tops are all set to feature in
NCAA MarchMadness- the Basketball
madness in USA which starts in the second
week of March and goes on till the first week
of April.That issome excellent marketing from
PizzaHut right there and all they had to do
was make 64 pairs of sneakers.
HALL-MARK CAMPAIGN
18 THE MARKSMAN
PIONEER
Sundar Pichai
Pichai Sundararajan might currently be the
CEO of the most valued company of the
world but things don’t come for free and it
is only hard work, patience and persistence
that helped him to lead Google which
indeed is a dream company for many in the
world.
Pichai was born in the state of Tamil Nadu
and belonged to a lower middleclass family. A
family in which owning a car was a luxury ,
but that did not stand as a hurdle for the
young visionary boy. Although the family
could not afford to meet the luxuries they
never compromised on the education of
children.
Pichai was god gifted which was evident
from the fact that he had an amazing talent
of memorising and retaining numbers. He
was not only good with numbers but also
with sports and was named the captain of
his school cricket team, this was the first
time Pichai had tasted success. He
completed his high school from VanaVani at
Chennai and then got an opportunity to
pursue higher education from one of the
most prestigious institutes of India. Pichai
graduated from IIT Kharagpur and soon
went to Stanford University to complete in
MS in Material Science and Engineering from
Stanford University .
The hunger for education was more and so
Pichai decided to do MBA from the
Wharton School at the University of
Pennsylvania. The time to showcase his talent
to the world had come and Pichai started
working for Mckinsey and Company as a
management consultant soon after which he
got the opportunity to work with his dream
Company Google in 2004. It is said that
technology was Pichai’s best friend and
Google was meant to be in his destiny.
Pichai worked on products like Toolbars,
Google Gears, Google Pack and even
Google Chrome. The success of Toolbar
helped Pichai to pace his career and with
this came the sensation of Google that is
Chrome which is Google’s very own
browser.
FEBRUARY 2017 19
can help the marketers amplify content
through paid channels.
Authority-The Authority principle
underlines the importance of developing
website authority to increase content
visibility.
Shareability- This principle talks about how
content sharing is a highly intimate,
emotional process that promotes self-
identity, and regard for content creators.
Under this principle, Schaefer provides 22 hit
steps that can help the marketers to
establish a connection between the
audiences and the content, thereby
increasing shareability.
Social Proof and Social Signals- This
element speaks as tohow social sharing
numbers and blog comments actually
influence a person’s propensity to engage
and share content.
These principles when applied help the
marketers to achieve huge success in the
current era of digital marketing. The Content
Code is therefore, a pioneering book that
explores the psychology of sharing and
endows the readers with highly practical
ideas and measures (that can be used by
organizations of any size and any budget) to
achieve content ignition.
Bookworm
With the ever increasing relevance of
content marketing, every marketer
struggles to create content that can break
through all the clutter and noise and help
them develop a highly engaged audience.
This is where Mark Schaefer’s “The
Content Code” comes to rescue. The book
unleashes the concept of ‘Content Ignition’,
the point where content begins to be
shared, engaged with and consumed by
relevant audiences which leads to business
results.To help marketers achieve this point,
the author delves into six principles or
strategies that move beyond the basics of
content marketing and ignite the value of
business. The six elements of the Content
Code popularly known as “BADASS” are:-
Brand Development- This principle
highlights the importance of a strong brand
for content ignition and provides an in
depth knowledge as to how individuals and
companies can achieve a status of a heroic
brand.
Audience and Influencers- This principle
provides the readers with the key to
acquire ‘Alpha audience’, which represents
less than 5% of the audience, but if tapped
into seriously can help ignite content.
Schaefer discusses various case studies that
equip the readers with audience building
techniques and methodologies
Distribution, Advertising, Promotion
and SEO- With this principle, Schaefer
gives 10 tips for content promotion that
THE CONTENT CODE: Six essential
strategies to ignite your content, your marketing,
and your business - MarkW. Schaefer
20 THE MARKSMAN
Founded in August 2010, Paytm started as a
prepaid mobile recharge website.Paytm is an
Indian payment and commerce company
based out of Delhi NCR, India. It is the
consumer brand of parent One97
Communications. The name is an acronym
for “Pay Through Mobile”.Currently its
business is not only limited to recharge but
has expanded as online payment platform
including mobile recharges, utility bill
payment, wallet payment and wallet to bank
transfers for many leading internet based
companies like Bookmyshow, Makemytrip,
FoodPanda, IRCTC and many others.
It was founded and implemented under the
brilliant idea of Vijay Shekhar Sharma and has
got the first mover advantage in the mobile
industry. The company has been backed up
by Alibaba group and Ratan Tata. For a share
of 25% in the company, the firm raised $575
million from Alibaba group. The company
employs over 13000 employees as of January,
2017 and has 3 million offline merchants
across India. t also operates the Paytm
Wallet and Paytm payment gateway.
PAYTM
KickStart
In 2013, the company launched Paytm Wallet,
which became India’s largest mobile payment
service platform with more than 150 million
wallets and 75 million android based app
downloads as of November 2016. The surge
in usage of the service was largely due to
the demonetization of the 500 and 1000
rupees currency notes. After 8 November
2016, Paytm’s transactions and profit
increased significantly. The Paytm Wallet
application enables users to book air tickets
and taxis, and payment of DTH, mobile
recharge, broadband and electricity bills
among others. Users can also pay for fuel at
Indian Oil Petrol pumps and buy movie
tickets at PVR Cinemas through the wallet.
After creating a billion dollar worth
company, maintaining the success is the most
difficult part of the journey and it cannot be
done without good teamwork, says Vijay
Shekhar Sharma. To accomplish the same, he
ensures that the right people are taken on-
board who share the same passion to build,
like his. He has also given 4% of his equity to
the team, which in current value terms is
about $120 million. As on 27 February, 2017,
Paytm has reached 200 million customers, as
tweeted by the founder. Sharma has said
2017 will be the year for Paytm to expand
into banking. The organization will have to
build and develop distribution, reach and
customer base. In August 2015, RBI gave its
in-principle nod to 11 companies to start
payments banks.
FEBRUARY 2017 21
FEATURED ARTICLE
service experience that mirrors the same
digital ease they've become accustomed
to. The following are a few ways
millennials are remodeling the customer
experience–and why brands ought to pay
heed.
1. Customer service technology
needs to be intuitive and innovative
to provide greater customer service.
In this fast-paced world, customers have a
demand for faster services. Millennials
have the inclination to adopt new
technology more rapidly as compared to
the more skeptical attitude of the
previous generations. The persistent
emphasis on streamlining the interface at
Apple, Amazon, and Google has set a new
standard of intuitiveness across the tech
industry that millennials accept as the
norm. Therefore, this generation’s need
for speed is a persuasive reason for
brands to put in more in self-service
assistance, like visual IVR alternatives and
webchat, while also augmenting service on
online networking channels.
Is customer service experience ready for the
millennial?
-Rashi Rastogi, Amity University
Millennials are the first generation born in the
modern digital world; born to change the
meaning of exceptional customer service and
transforming the customer experience.The
Millennials, also known as Generation Y, is the
first to grow up with cable TV, the Internet and
cell phones, so technology and innovation is
basically baked into each Millennial’s DNA.
Millennials have grown up with close and
individual access to digital gadgets that
syndicate communication, infotainment,
amusement and shopping into one bundle. Gen
Y has always had technology readily accessible
and lately, has turned out to be a population of
tech savvy, socially sentient, and vocal
consumers who think about the brands they
do business with.
As millennials become the biggest generation
both domestically and globally, it is more
significant than any time before for businesses
to implement customer service practices that
satisfy this distinctive generation. Hence, due
to the natural technological adaptation,
millennial customers anticipate a customer
22 THE MARKSMAN
companies that support the causes they care
about.
4.Aren’t afraid to leave a company.
Millennials have no apprehensions about
leaving a brand. Rather, customer churn of
millennials is relatively high every year. In
particular, one fourth of millennials will leave
a brand after one bad experience. By the
third awful experience, an astonishing 82
percent of millennials will quit using a
brand/product. If you don’t provide first class
customer service, and upgrade and change
the customer experience, millennials will put
loyalty aside and switch to the competitors.
5. Don’t like being stereotyped.
Despite the fact that millennials have various
shared convictions, propensities, and
qualities, they are not homogenous. As per
the Boston Consulting Group, there are six
distinct sorts of Millennials:
• Hip-ennial - careful, magnanimous,
benevolent, and extensive social media user.
• Millennial Mom - affluent, family-orientated,
and digital savvy.
• Anti-Millennial - locally minded and
conventional.
• Gadget Guru - successful, energetic, and
wired.
• Clean and Green Millennial - cause driven,
socially conscious, and appreciates content.
• Old School Millennial - thoughtful,
altruistic, and not as wired.
Understanding which section of millennials
are in your intended target group will help
you provide them with the content and
customer service that suits them best.
FEATURED ARTICLE
2. Have a voice, so brands should have
one, too.
The millennials are concerned with identity:
taking a stance for what they have faith in
and presenting themselves on social media
as the people they want to be. Social media
is itself a dais for interacting, with
userskeen to support their favorite brands,
social campaigns, and cultural practices that
match with their personal convictions. Thus,
brands ought to likewise recount their
story, regardless of whether it be sharing a
modest record of a homegrown business
or indicating support for social or natural
campaigns. Millennials are known to
support brands with social morality, and
long-term commitment starts with engaging
customers on a human level. And the power
of social media should not be belittled for
articulating one’s ideas: positive customer
experiences can prompt to brand
promotion, while negative remarks put your
brand in a bad light, thereby leading to
customer churn.
3.Value authenticity.
Millennials prefer to keep it real:
genuineness and authenticity are
exceedingly esteemed. The brands’ contents
and marketing campaigns on their social
media sites, their activities and
communication with customers in any
milieu should always portray consistent
values. According to a research from
Barkley, an independent advertising agency,
approximately 50% of millennials put in an
effort to purchase products from
FEBRUARY 2017 23
FEATURED ARTICLE
Understanding which section of millennials are in your intended target group will help you
provide them with the content and customer service that suits them best. For example, if
the target group is basically Old School Millennials, then you have to offer customer services
and experiences that aren’t just on the web.
Conclusion
Millennials are a dominant generation that is persuading the buying choices of other
demographics. And it means only one thing for businesses – it is time to move beyond good
customer service and lay emphasis on ‘customer service experience.’ Brands need to ensure
that their customer service is not constrained to only resolving concerns as and when they
come. In order to enhance the customer service experience, the brands should offer self-
service and crowdsourced customer service facility, personalize the experience for
customers, share company values, use the latest technology and let the millennials co-create
the brand..
24 THE MARKSMAN
FEATURED ARTICLE
The details-
What are the things that need to change:
the process, the people, etc.?
The approach-
One needs to critically examine all the
factors or stakeholders that are going to
be affected when the change will be
brought about.
Implement-
After critical analysis, it is necessary to
come out with the most suitable action
plan. This step will involve forming the
proper plan as well as making sure that
people accept it and work in sync with
the organization.
Monitor-
The last and crucial step is to monitor
whether the implementation is going in
the right direction or not. The
management should make a review as to
what internal and external changes have
occurred after the organizational change
has taken place.
This methodology may not be exactly
same for all. But it is more or less the
framework adopted by a numerous
companies for change management.
Efficient change management
implementation can be through the right
use of technology and direction in top-
down manner.
Change Management
-Abhishek Patra, XIMB
We often refer change as making or becoming
something different. Now, what is Change
Management? It is the way organizations
become a newer form of themselves through
transformation with the use of available
resources. It has been in theory as well as in
practice more than decades ago. It is a new
way of looking at things by the organization.
Along with the change of the organization, it
involves the change of the elements in it i.e.
people driving the organization and the culture
and values binding the organization. It is usually
done in the top-down manner with proper
clarification of the changes made inreaching
every level in the organization. Reasons
Every organization at some point or the other
has felt a need to bring about some change.
There may be any reason behind that. It may
be to create a newer image of itself in front of
the people, adapting to newer technology,
change in business trends, survive in the
dynamically changing market, and many
more.The reasons in the recent times have
been the rise in social media presence and
mobile adaptability. With such varying number
of reasons, the top management and strategic
leaders are always required to be on their
toes.The basic methodology:
Identify the change-
To identify whether the organization needs a
change or is it better to run the same way as it
is now.
FEBRUARY 2017 25
FEATURED ARTICLE
26 THE MARKSMAN
Models
There have been models provided by
intellectuals who have invested their time in
the field of management. Some of them are:
John Kotter’s 8-Step Process for Leading
Change by Dr. John P. Kotter
Deming cycle of Plan-Do-Check-Act by W.
Edwards Deming
These models have helped many companies
to make use of Change Management. Models
provide the base for them to work out their
strategies and action plans right from the
basic step till the final implementation and
evaluation. Examples
There are many instances that have proved
that change management if implemented
properly, turns out to be fruitful for the
organization. Some of the notable ones are:
 British Airways
In the year 1981, a new chairperson was
appointed at British Airways. He identified
that many valuable resources were being
wasted and thus the efficiency of the
company was very low. He took the decision
of reducing the workforce as a way to tackle
the prevailing issues. As this decision would
affect the present employees in the company,
he rightfully justified his stance by explaining
everyone why he was after redesigning the
structure of the company. This way he led
the company through a bad phase.
 Pearson
At the end of 2012, the big publishing house
Pearson made a change in its organization. At
this time John Fallon took the position of
CEO, and just after his appointment he made
a very big decision called the “Global
Education Strategy”. Through this, he made
changes to the existing structure. He divided
the workforce into 6 different business units
and made some more vital changes.
Challenges
Like any other technique or method, change management also faces challenges, mostly
within the organization. Most of the times, people are unwilling to accommodate to the
change. They resist changes. Sometimes, the decisions taken by the top management in
making the changes go against them, rather than those going in favour of the organization.
This is due to the lack of proper matching of people and their skill sets. There can also be a
chance of improper integration between the top and bottom levels of management.
Conclusion
Change management is a small concept with a broad scope. It is based on how organizations
adopt it. The leader is the most important factor behind successfully implementing change
management. The leader and the top management should deal with setbacks in a positive
way and look forward to the integration of all the employees and stakeholders with the
changes and the new way of looking at things.
FEATURED ARTICLE
FEBRUARY 2017 27
FEATURED ARTICLE
Thanks to the various leadership and
personal mastery “electives” offered
during the course of management
education, most of us, by now, are familiar
with different kinds of leadership styles:
Autocratic, Bureaucratic, Coaching,
Democratic, Emergent and Facilitative
amongst many others. As we learn from
the abundant examples of successful
leaders and their failed counterparts, it is
not difficult to see that the fundamentals
of leadership are timeless. In another era,
Peter Drucker, the world renowned
management guru, said that leadership
meant doing the right things as opposed
to mere management which is tasked with
doing things right
Changing Leadership Styles
-Nishiggandha Kerure, IIM Shillong
Paul Wolfowitz, former President of the World
Bank, is widely considered to have failed in the
position because of his flawed leadership style.
He often attempted to impose his ideas on
others, distanced bank officers instead of
collaborating with them and assumed
dissidents to be corrupt or ineffective at their
job. Steve Jobs, Co-founder of Apple on the
other hand, was famous for his temper,
headstrong nature, for overworking himself in
his pursuit of excellence and demanded the
same devotion from his employees. And yet, his
success (along with that of Apple’s) is quite
unparalleled decades after its humble
beginning. Two different, unrelated examples,
personalities and organizations and yet they
teach us so much about what constitutes
effective leadership style and more importantly,
what does not.
28 THE MARKSMAN
FEATURED ARTICLE
The ‘what’ of leadership has remained the
same even today, what has changed is the
‘how’.
In the American work force, the percentage
of lawyers who were women stood at 2% in
1960. That of banking and financial
management jobs held by women was a non-
impressive 9% as well. Even in the 21st
century, this statistic has not reached the
half-way mark though we have realized that
talent is randomly distributed across both
the genders! As regulators establish policies
such as a mandatory women director on the
board of every organization, today’s leaders
will have to ensure inclusive work
environment that does not discriminate
against or for the undue advantage of any
one particular gender. Getting the work
done is no more the criteria for good
leadership afterall.
The rise of corporate citizenship and
awareness regarding giving back to one’s
own community has resulted in an
unavoidable, uniform 2% (minimum) spend
for CSR. But ethically conscious leadership
has managed to stay one step ahead and
gone above and beyond that was required of
them in terms of sustainable initiatives,
integrity and transparency. Competing with
increasingly ‘commoditized’ products and
services, leaders of the changing times will
have to emphasise that their brands are
distinguished on the parameters used by the
educated, always-connected, well-travelled
and globally aware segment of millennials
whose share of and influence on purchase
decisions is only growing.
These millennials themselves are causing an
alarming war for talent, with 44% of them
stating that if given a choice, they would quit
their current employer for another one or
to do something different.
Apart from the traditional monetary and
non-monetary rewards, employees are
attaching more and more significance to
doing meaningful as well as challenging
work, receiving all the growth opportunities
possible and being mentored to take on
leadership roles tomorrow. Leaders’ human
resource policy in thepresent attrition heavy
context will have to include more than the
uninventive, transactional carrot and stick
system: a proactive recruitment philosophy
that does not only match the job
specification to qualifications and skills of
candidates but also brings along the cultural
and aspirational ‘fit’ for long-term success of
the hiring. HR is not just another function in
organizations that can be delegated to
domain specialists but needs the attention
and support of the top management.
The success of unicorn start-ups, easier
access to funding and more favourable
environment through movements such as
‘Start-up India, Stand-up India’ have been
catalysts for entrepreneurship in the country
as in several other emerging and developing
economies. These businesses (“defined” as
to have revenues less than or equal to INR
25 Cr) have created or adopted completely
different work cultures as compared to
established conglomerates.
FEBRUARY 2017 29
FEATURED ARTICLE
I The flat, non-hierarchical organizational structure here thrives on meritocracy, enhanced
and encouraging risk-taking and last but not the least, an open-door policy that stimulates
exchange and development of fruitful ideas. f leaders are to attract and retain competent
talent and utilize it to thwart off threats from disruptive and agile start-ups, they must learn
to inculcate the best ofintrapreneurship even if their revenues far exceed the figure of INR
25 Cr.
Successful leaders will be those who in addition to their stated job responsibilities manage
to keep up with this dynamic VUCA world and the countless challenges it throws at us
every other day.
30 THE MARKSMAN
SquareHead
FEBRUARY 2017 31
BUZZ
CLUES
PUZZLE ACROSS
DOWN
Answers:
ACROSS:3-Mirinda;5-Furlenco;7-Moonlight;
8-Vodafone10-Snapchat
DOWN:1-Madison;2-Pixel;4-Jio;6-UnitedByHalf;9-Dominar
3. This brand’s new campaign is called
#ReleaseThePressure. Name the brand.
5. This online furniture rental company has
come up with a new digital campaign titled
'Own experiences' that has been well
accepted. Name the company.
7. This movie won the Academy Award for
best motion picture 2017. Name the movie
8. Potential merger in the telecom industry
between Idea and __________
10. Whatsapp to launch new Whatsapp
status which is a version of _________
stories
7. Facebook's Internet.org is now renamed to?
1. McDonald's appoints _____ Outdoor
Media Solution as Outdoor agency for the
brand across the country.
2. A tech giant has partnered with a UK
designer Michael Cowan, to create 'really
blue' jeans for their new smartphone. Name
the smartphone.
4.This new telecom just added 100 million
customers to its network. Name the
network.
6. United Colors of Benetton (UCB) the
global fashion brand has recently released
an ad film called ________ talking about
gender equality.
9. Bajaj’s new competition to Royal Enfield
is called __________
32 FEBRUARY 2017
Call for ARTICLES
CALL FOR ARTICLES MARCH EDITION 2017
Articles can be sent on any one of the following topics*:
*Please ensure that there is no plagiarism and all references are
clearly mentioned.
The best adjudged article will be given a Winner’s Certificate.
Deadline for the submission of article : 20th March, 2017
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. FontType: 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_CourseYear
7. Kindly name your file as : Your name_Topic
FEBRUARY 2017 33
1. Building a business on backing of Facebook
Live!
2. Marketing’s latest innovation: The time
Machine
3. Marketing Healthy Food: Strategies To Make
Discovery Easier
To subscribe to "The Marksman",
Follow the link:-
http://www.interfacesimsr.com
OR drop in a mail/contact us at :
interface.newsletter@gmail.com
Subject line:Subscribe:Your
Name_Institute Name_Course
Year
Follow us at:
http://www.facebook.com/simsr.in
terface
http://www.interfacesimsr.com/in
dex.php/marksman
Website:
http://www.interfacesimsr.com/in
dex.php/marksman
TWEETS by Ashka Mevawala
It’s all about AD-itude by Ishita Shah
Brand MARKive by Mansi Mahajani
COVER STORY by Ishita Shah
SPECIAL STORY by Ishita Shah
FAUX PAS by Shikhar Dubey
HALLMARK CAMPAIGN by Abhishek Bhardwaj
PIONEER byVivek Gariba
BOOKWORM by Dipika Soneja
SquAreheaD by Kashyap Salvi
BUZZ by Ashka Mevawala
KickStart by Shruti Mohapatra
PROOF READ by
Anchal Pandey
Rohit Radhakrishnan
Shruti Sharma
Deep Shah
DESIGNING by
Ishita Shah
Kashyap Salvi
PROMOTIONS by
Ishita Shah
Kashyap Salvi
Anchal Pandey
Rohit Radhakrishnan
The MARKSMAN is the
newsletter of INTERFACE, the
Marketing Club at K.J. Somaiya
Institute of Management Studies
and Research, Mumbai.
Images used in THE
MARKSMAN are subject to
copyright. THE MARKSMAN
does not take any responsibility
of any kind of plagiarism in the
articles received from students
of other colleges.
The TEAM
34 THE MARKSMAN

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Marksman Feb 2017

  • 1. MARKSMANThe K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. VII | ISSUE IX | Feb’ 17
  • 2. FEBRUARY 2017 01 EDITOR’S NOTE Happy Reading ! Thank you so much for loving our magazine and looking forward to it with such vigor and enthusiasm. You are truly a wonderful audience. It gives us great pleasure to present to you the February issue of your very own Marksman. This edition boasts of a range of varied articles lined up just for your reading pleasure. Our cover story this month titled –”Social Media Marketing” talks about essentialness of SMM and how SMM is a must to target a wider customer base and expand your business. This month’s special story – “Database Marketing” helps you understand all the data you have stored about your customer as well as guides you on how to use it efficiently. KickSTART focuses on the startup – Paytm, which paints the entire journey of how it started as a prepaid mobile recharge website to how it is being used today. In addition to that, we have the usual yet exciting sections on: Tweets, Bookworm, Buzz, Ad-itude, Squarehead, Hallmark Campaign, Pioneer and Faux Pas. We would also like to congratulate the winners for this month’s Call For Articles – Abhishek Patra, Nishiggandha Kerure and Rashi Rastogi whose articles have been chosen to be featured in this month’s issue. And for all those entries that haven’t been published in this issue, we thank you all for your overwhelming response and request you to keep writing to us with the same fervor Stay connected with us on http://www.interfacesimsr.com/the-marksman.html Follow our Facebook page for more updates.
  • 3. 02 THE MARKSMAN Tweets 03 It’s All About Ad-itude 05 Brand Markive 07 Cover Story: Tele Marketing 09 Special Story 13 Marketing Faux Pas 16 Hall-mark Campaign 17 Pioneer 19 Bookworm 20 Kickstart 21 Featured Article 22 Square Head 31 Buzz 32 Content
  • 4. Uber teaches us, one should think twice before tweeting. During the immigration ban, a union representing taxi drivers in New York City issued a statement refusing to pick up passengers at Kennedy Airport — the center of the protest — for 1 hour. After the strike, Uber posted a message on Twitter saying it had turned off its “surge pricing” feature in the given situation to “help” the people at the airport. Uber was accused of strikebreaking and of profiting from the protest. Soon #DeleteUber began trending and people started tweeting pictures of deleting their Uber app.Almost 2,00,000 people deleted their accounts. TWEETS FEBRUARY 2017 03 #Deleteuber
  • 5. TWEETS 04 THE MARKSMAN The Super Bowl isn’t just about football championship anymore; it’s about advertisement championship too. And one brand that was “Super” witty and on mark on this year’s Super Bowl was the cleaning product from P&G, Mr. Clean. It trolled Super Bowl commercials on twitter, live. It released its own Super Bowl commercial which featured a sexy, dancing version of character and then goofed around in the first half of the match on twitter with Skittles, T-Mobile, Honda and more! Sexy Mr. Clean turned everyone on watching it and surely created a lasting impact with more than 11,700 mentions in one minute! #MrClean #SB51 Setting a perfect example of brand engagement and tactically seizing the opportunity another cleaning brand, Pine-Sol tapped into the twitter buzz surrounding Mr.Clean during the Super Bowl and created a Twitter poll challenging Mr. Clean for a dance-off against the Pine-Sol lady for charity which collected over 2,00,000 votes. Other brands that got involved include Tide, Wendy’s and Mashable. #PineSol #SuperBowl
  • 6. Durex has always been known for its brilliant and creative print ads. Yet, again when the world was in a state of shock post the U.S presidential election results, Durex played it calm. It took this opportunity and it created one of the most influential print advertisements. The picture shows Donald J Trump standing inside the white house which was almost like a miracle for the world since he was considered to be the underdog. Similarly, Durex grabs this opportunity for its product by stating it can help you get in anywhere, like really anywhere. Like if Trump could reach the White House, Durex lubes can help you reach anywhere and attain the level of satisfaction desired. IT’S ALL ABOUT AD-ITUDE FEBRUARY 2017 05 Print Ad: Durex Lubes
  • 7. “Alarm bajne se pehle jaago re”, do not wait till the alarm goes off, is the central idea of the new TATA tea “Jaago re” campaign. We, Indians have a very bad habit of waiting for an event to occur and react based on it. We never pre act to prevent any event from occurring and this is beautifully explained in the new Jaago Re campaign. The film brings alive the need for pre-activism in a hard-hitting, pertinent manner. The lead female drives the story in a manner where she shows that we keep waiting till a farmer commits suicide or we wait till a rape takes place. Later, we react to the event by taking out rallies or posting anger on social media, but never do we ever take steps to stop them from happening in the first place. Tata’s keep up with their social awakening and leadership cause yet again with their jaago re version 2.0 IT’S ALL ABOUT AD-ITUDE 06 THE MARKSMAN TELEVISION AD : TATATEA – ALRAM BAJNE SE PHELE JAAOGE RE
  • 8. Here came his idea to use direct mailing as a channel for sales. Direct mailing helped in spreading the word about his magazine by reaching out to the potential consumers. There was a personal touch to the product, as the magazine suited the lifestyle of the people it reached. In 1938, the test marketing of reader's digest was done in London. Direct mailing and retail stores were used for selling a United States edition of the magazine. The company formed for the purpose managed to sell a whopping 250,000 copies. As a result a decision to print the magazine in London was made. The sales increased exponentially, taking the number to a million in just four years. With this increase, reader's digest introduced new sections covering controversial topics, social trends and light humour. Some of these contributions are also made by the readers. As readership increased, the magazine gained a lot of equity. Information, entertainment and inspiration are some of the personalities associated with the magazine. Reader's digest has no direct competition in the mass market. This gives it a unique positioning. Quality and value are synonymous with the brand. To maintain that level, a quality research is done and feedback is taken to understand consumers’ needs and updated regularly. BRAND MARKive Reader's digest FEBRUARY 2017 07 Reader's digest is unique in the way it has grown over the years. It is a household name globally. Its value proposition lies in the basic concept over which the magazine is developed. It is the ultimate go to source for an avid reader as it provides an incomparable stream of articles covering diverse topics from around the world. As a result the magazine overflows with information that a variety of readers can connect with. Not only does it provide articles suiting their interest, but also covers a range of other themes that the consumers can read for leisure. The inception of the magazine happened in 1909, when avid reader, DeWitt Wallace, began making card indices of the best articles he read. He mostly focussed on general interest articles. Eventually he chose to commercialize this habit and provide for others like himself. In the 1920s DeWitt Wallace figured that the ideal consumer for his magazine would be someone occupied with work who also likes to stay updated about the happenings around the world. So, was curated this compact, versatile magazine. Wallace failed in his first attempt to publish this pocket- sized magazine when many publishers turned him down. Instead of getting bogged down by disappointment, he ended up deciding to print the magazine himself.
  • 9. BRAND MARKive 08 THE MARKSMAN The brand has grown over many years and continues to improve with a large number of feedbacks received whenever a mail is sent out by them. This is largely due to the trust the brand has built by maintaining and improving the quality of its content
  • 10. COVER STORY Who knew that a website, set up for rating girls as “Hot or not” for students of Harvard, would go on to become a big time success with the name “Facebook”. Who knew the websites, or the Apps created to connect with your loved ones, or to those who with time have lost contact, will become the next big platform for marketers. Never in dreams would the creators of these social media websiteswould have thought that their creation could be used in the way it is being used now. Change is the new constant. There is a tectonic shift in technology that the world is experiencing today. Large or small organizations, rich or poor economies are witnessing the impact of a massive digital transformation or impact through digital initiatives and use of social media. Today Social media is a term which everyone knows. Even the most remote places in world have access to World Wide Web and have heard about Facebook, Twitter etc. Probably not just heard but also use it on daily basis. But this hasn’t been the case few years back. Initially social media was defined in terms of letters and cards, but now they are been known as Facebook, twitter, Snapchat etc. The birth of social media took place in the year 1997 with a website known as six degree. It then kept on growing and with wide spread of the world wide web, new websites came into picture like Orkut, Facebook etc. Social Media Marketing “2004 saw the launch of Facebook and since then the entire scenario of social media has changed. Social media consists of thousands of websites and platforms, each with similar sole purpose but serving it in a slightly different manner. Some social media platforms are more popular than others, but even the smaller ones get used by a portion of the population because each one caters to a very different type of person. Like Instagram caters to the kind of person that communicates through photographs best, and other platforms such as Twitter are perfect for those who communicate in short bursts of information. FEBRUARY 2017 09
  • 11. Small businesses can take advantage of SMM to increase their visibility amongst the target audience as Social media is an inexpensive way of reaching large set of target audience when they are looking for you. It helps in generating leads or sales. So whenever a customer fills up a“keep-me- informed” form or signs up for newsletter or fills in contact information it indicates that he/she is interested in your products or needs more information about your products. So this is a way it leads to lead generation or sale of product directly. Increasing the events traffic. Reaching the new prospects or buyers. SMM helps you reach your target audience through various means like SEM, SEO, paid advertising, redirecting etc. It is also considered as a way of addressing your customer grievances and problems. SMM is no magic. A brand cannot build itself overnight using social media marketing. A lot of thinking has to go in before a company thinks about getting online. Various questions needs to be answered like Does my target audience use social media? Which channels? What’s being posted about my industry, competitors, company or products? How are my competitors using social media and is it effective? What are my biggest opportunities with social media? Etc. Having answered these questions you need to have a plan drafted because no marketing promotions or plans can be successful without having a structured map for the events. COVER STORY COVER STORY “Promise, large promise, is the sol of an advertisement. “ - Samuel Johnson. Businesses are using social media to promote their products and services in a brand new way and so each form of social media serves a purpose that the others available may not. Having used social media on such length and breadth that online shopping has become an integral part of our lives. But have you ever noticed that you search for a certain thing online and then later on whenever you surf the internet you see ads of those things which you searched previously but didn’t buy. Or next time you see similar or related products once you have bought the product. Have you ever wondered why does this happen! This is all due to the concept of Social Media Marketing. Social media marketing, or SMM, is a form of internet marketing that implements various social media networks in order to achieve marketing communication and branding goals. Social media marketing primarily includes all the activities which involve social sharing of content, videos, and images for marketing purposes, as well as paid social media advertising. Social media marketing is the process of gaining awareness, driving traffic and engaging your customers and prospects using social media channels. SMM is mainly used by marketers and brands for following reasons: Connecting with your customers in ways unimaginable, using traditional means, thereby engaging your customers and gaining their loyalty. Building a reputation, increasing recognition amongst your target audience and also or improving your brand awareness. 10 THE MARKSMAN
  • 12. COVER STORY To start off with you need to decide upon the channel which you want to choose, what kind of content is more successful with your set of target audience. SMM is all about being present and engaging your target audience directly, but at the same time, the medium is largely unorganized and uncontrolled. In order to succeed, you will need a strategy which helps you to reach out to the right audience and join in with the global conversation that is social media. SMM doesn’t just consist of marketers and brands branding their products but also how well your customers advertise for you. They are known as brand advocates and the influence these advocates have on the brand image is of great importance. Today, social media has become one of the most powerful channels for Word of Mouth (WOM) marketing. •Social media users who receive great service tell an average of 42 people (compared to just 9 for social absentees). •Approximately 40% of all Twitter users regularly search for products onTwitter. FEBRUARY 2017 11 •More than 88% of consumers are influenced by other consumers’ online comments. • 44% of Indian consumers have bought a brand because their friends like or follow the brand on a social network. Like for example for the promotions of SRK-starring ‘Fan’ by Yash Raj Films, the production house embarked on a massive digital marketing strategy driven by a video series ‘TuNahinSamjhega’ featuring real fans, as the movie was inspired by a real life fan of the star. YRF built the series as a tribute to all fans, not just SRK while fans on social media were engaged with a variety of contests and fun activities that brought them closer to the star, and this momentum was kept alive till the day of movie launch. that played on nostalgia. Maggi used SMM to recreate its brand image which it had lost due to ban implied on it. it launched a video series called #NothingLikeMaggi
  • 13. COVER STORY 12 THE MARKSMAN The twitter brawls prove that having an active listening on social media can be beneficial for the brands as well as their rivals. One important aspect of SMM is measuring the outcome of your objectives. Measurement helps you decide if your strategy and content makes sense to your target audience. If yes, then you can continue with the same plan but if doesn’t then another plan should be applied to make SMM effective. And never forget customer is god and content is the offering you need to pay to god for being in his good books. The mom, the hostel guys, the papa who only knows to cook Maggi returned from history, to remind viewers that there’s ‘nothing like Maggi’. The ad, the jingle, the setting was carefully chosen for each of the three films that celebrated the good old spirit of Maggi, the familiar ‘two minutes’ and people-bonding. This is how tried to come back with a clean image post the ban. Listening to your customers and having an efficient and effective social customer service team is very important because this can make or break your brand or even can make you competitors steal your customers. And if not steal than atleast woo them.
  • 14. Special Story Database Marketing Gone are those days when marketers used to refer to yellow pages to collect information about their target audience , gone are those days when people used to use Justdial to get information about plumbers and electricians. All these are examples of database marketing. The owners of yellow pages and Justdial, with years of information gathering created a database of all the people based on profession, location, etc. This is how they used demographic division to segregate the data they had for the ease of marketers. Marketers had to just check the book and find all the contacts and addresses of their target audience. This was a tedious job. With the advent of technology even this task of vetting the data has become easier. So what exactly is database marketing? How is the data collected? How is it used? Database marketing is a form of direct marketing. The database marketing is process of identifying, collecting and then analyzing relevant information about a company’s customers. The database is compiled using data obtained from a range of internal and external sources such as sales information, email correspondence, warranty cards, promotional efforts and now more than ever, social media. The primary aim of database marketing is to then use the information within the database to implement marketing strategies that ultimately increases profits. Marketing is all about retaining your old customers first and then gaining new customers. Hence the key driving force behind database marketing is establishing, building and then maintaining relationship with the customer. Developing and understanding how customer relationships work with database marketing can be instrumental in boosting customer retention levels and therefore profits through repeat customer, as well as amassing new customers. Fast forwarding to 2017, with every person owning a smart phone and internet connection, what is the most basic things we do on our phone except for calling or surfing net? Downloading apps! Irrespective of the type of app you download, have you ever noticed that you accept certain terms and conditions before you start using the app and at times even before downloading the app? This is the point where data for the information is collected. The forms that you fill anywhere in malls, for purchasing credit cards etc is a way of data collection. There are three main stages of effective database marketing: 1) Data Collection: It is the collection of accurate and relevant data about existing as well potential new customers and then making it available in a format which makes it easier for the company to use the data for their marketing activities as well as promotions. 2) Turning data into knowledge: The data which is collected from various sources is in raw form, to make sense of the data, it is suppose to be analyzed so that it can be FEBRUARY 2017 13
  • 15. SPECIAL STORY later used for effective marketing and communication. 3) Developing and evolving business strategies: Involves using the data and the knowledge within a database for shaping the strategy of the business Sources of data Various businesses use database techniques to refine their direct marketing campaigns, including finance companies, retailers, technology vendors, internet service companies, insurance companies, and B2B companies. Database marketing is particularly useful for large firms, which have large customer bases that generate huge amounts of transaction data. This helps them to target their customers in a refined form. Various businesses use database techniques to refine their direct marketing campaigns, including finance companies, retailers, technology vendors, internet service companies, insurance companies, and B2B companies. Database marketing is particularly useful for large firms, which data. have large customer bases that generate huge amounts of transaction data. This helps them to target their customers in a refined form. Database marketing helps you touch customer’s life in ways which have never been thought about. It helps you reach your customers at times when they need you with things they need. By proper cleaning and segmentation of data you can send personalized messages to the customers. You can use data in such a way that your customers have a pleasurable experience while shopping. Have offers curated for customers based on their past buying behavior and predicting the new purchases they can make. You can also collect feedback from customers on your products or services and thereby can improve your services. Suggesting items or products which can be purchased along with the products customers is buying. Sending birthday and anniversary messages can make a huge difference. It helps in building customer loyalty. There are firm which sell databases to various other firms called as third party data. It used by small firms for their marketing activities. These activities included sms campaigns, mailer list etc. In this case the firms specify their TG details with the third party and the firm thus provides the required data which can be used by the other firm for their marketing activities. 14 THE MARKSMAN
  • 16. SPECIAL STORY Benefits of using databases for marketing are: Targeting: most importantly is its ability to let you target your marketing efforts to specific groups based on the firms needs. Improved profitability: By segmenting and targeting your customers you used your marketing spends in an optimum way which makes it cost effective and hence increases profitability. Increased sales: By segmenting the market , information reaches the right customer at the right time at the right place with the right products thereby increasing the probability of conversion which in turn increases sales. Improves marketing communication: With help of accurate and reliable data , the quality level of the communication by the firm increases.This indirectly leads to customer loyalty. Thus database marketing is the next big thing which is changing and will change the way businesses operate. It helps you work more intelligently by making decisions based on the facts and figures collected from the FEBRUARY 2017 15
  • 17. MARKETING FAUX PAS Qiaobi laundry detergent While most marketing executives would be thrilled to see an ad go viral around the world, this one's getting attention for all the wrong reasons. China's Qiaobi laundry detergent is being called the most racist commercial ever made. The commercial shows a black man whistling and winking at a young Chinese woman, who calls him over, puts a detergent packet into his mouth, and forces him headfirst into a washing machine. She sits on the lid while the man shrieks. Moments later an Asian man emerges in clean clothes, and the woman grins. Many on social media were miffed and angered by the advert. Some said the commercial was a crooked take on a similar Italian commercial, in which a Caucasian man was turned into a black man with the slogan: "Colored is better". The Chinese version uses the same music and sound effects as the Italian clip. The Chinese advert has been viewed on YouTube more than one million times. The user who posted it, Benoit Florencon, described the film as "raw racism". China has historically experienced almost no migration by people of African descent, although the population has grown in recent years as China has risen to become the continent's biggest trading partner. Bottom-line: There's not much to explain here. This ad is blatantly racist. But it's also a reminder that attitudes over race and skin color in China can be very bad. Thanks to traditional beauty standards valuing white skin, many Chinese people have a well-established phobia of dark skin, which unfortunately also breeds racist attitudes towards people of African descent, who are viewed by some as "dirty" simply because of their skin tone. Another recent example of how this shows up in marketing, is the promotion for Star Wars: In China, posters for The Force Awakens were altered to minimize John Boyega, a black actor who plays Finn, a central character in the movie. Of course, China is not alone in its struggles with race and ethnicity. The US has a very long, bad history with how it treats minority groups, and the West is increasingly seeing an increase in Islamophobic attitudes. The racist detergent advertisement, then, is just another ugly example of the kind of racism that's too common around the world. 16 THE MARKSMAN
  • 18. Hall-MARK CAMPAIGN March Madness “PieTops” by PIZZA HUT Pizza chains have always been ahead of the curve when it comes to innovative or develop some goofy way to order pizza. Pizza hut in its latest campaign has topped them all. In their latest campaign March Madness with “Pie Tops”, customers can order pizza from any location by wearing limited edition high tops. So how does pizza hut locate them? By using geolocation. Talk about innovation. You just need to press a special button on the tongue of the sneakers which will connect you to Pie Tops App and it will order a pizza for you. The brain behind this campaign is Ad Agency Droga5 and the sneakers were made by Dominic Chambrone who is a legend in the custom shoe business. The sneakers is a limited edition with only 64 pairs made which would mostly go to influencers and people in media who will further amplify the campaign. FEBRUARY 2017 17 But few lucky fans would also get a chance to own those sneakers. The message behind this campaign is to show the consumers that how easy it is to order a pizza from Pizza Hut via multiple devices ,be it phone, tablet, laptop, Alexa-enabled devices, Facebook Messenger or Twitter. This campaign has been designed for March and April for a large two-topping pizza which would cost $7.99 and can be ordered online. They also thought about other ways to promote this Pizza but the very nature of this campaign caught their attention. This campaign comes soon after PizzaHut was defeated by both Dominos and Papa John’s in 2016 sales.But thiswill all change since Pie-Tops are all set to feature in NCAA MarchMadness- the Basketball madness in USA which starts in the second week of March and goes on till the first week of April.That issome excellent marketing from PizzaHut right there and all they had to do was make 64 pairs of sneakers.
  • 20. PIONEER Sundar Pichai Pichai Sundararajan might currently be the CEO of the most valued company of the world but things don’t come for free and it is only hard work, patience and persistence that helped him to lead Google which indeed is a dream company for many in the world. Pichai was born in the state of Tamil Nadu and belonged to a lower middleclass family. A family in which owning a car was a luxury , but that did not stand as a hurdle for the young visionary boy. Although the family could not afford to meet the luxuries they never compromised on the education of children. Pichai was god gifted which was evident from the fact that he had an amazing talent of memorising and retaining numbers. He was not only good with numbers but also with sports and was named the captain of his school cricket team, this was the first time Pichai had tasted success. He completed his high school from VanaVani at Chennai and then got an opportunity to pursue higher education from one of the most prestigious institutes of India. Pichai graduated from IIT Kharagpur and soon went to Stanford University to complete in MS in Material Science and Engineering from Stanford University . The hunger for education was more and so Pichai decided to do MBA from the Wharton School at the University of Pennsylvania. The time to showcase his talent to the world had come and Pichai started working for Mckinsey and Company as a management consultant soon after which he got the opportunity to work with his dream Company Google in 2004. It is said that technology was Pichai’s best friend and Google was meant to be in his destiny. Pichai worked on products like Toolbars, Google Gears, Google Pack and even Google Chrome. The success of Toolbar helped Pichai to pace his career and with this came the sensation of Google that is Chrome which is Google’s very own browser. FEBRUARY 2017 19
  • 21. can help the marketers amplify content through paid channels. Authority-The Authority principle underlines the importance of developing website authority to increase content visibility. Shareability- This principle talks about how content sharing is a highly intimate, emotional process that promotes self- identity, and regard for content creators. Under this principle, Schaefer provides 22 hit steps that can help the marketers to establish a connection between the audiences and the content, thereby increasing shareability. Social Proof and Social Signals- This element speaks as tohow social sharing numbers and blog comments actually influence a person’s propensity to engage and share content. These principles when applied help the marketers to achieve huge success in the current era of digital marketing. The Content Code is therefore, a pioneering book that explores the psychology of sharing and endows the readers with highly practical ideas and measures (that can be used by organizations of any size and any budget) to achieve content ignition. Bookworm With the ever increasing relevance of content marketing, every marketer struggles to create content that can break through all the clutter and noise and help them develop a highly engaged audience. This is where Mark Schaefer’s “The Content Code” comes to rescue. The book unleashes the concept of ‘Content Ignition’, the point where content begins to be shared, engaged with and consumed by relevant audiences which leads to business results.To help marketers achieve this point, the author delves into six principles or strategies that move beyond the basics of content marketing and ignite the value of business. The six elements of the Content Code popularly known as “BADASS” are:- Brand Development- This principle highlights the importance of a strong brand for content ignition and provides an in depth knowledge as to how individuals and companies can achieve a status of a heroic brand. Audience and Influencers- This principle provides the readers with the key to acquire ‘Alpha audience’, which represents less than 5% of the audience, but if tapped into seriously can help ignite content. Schaefer discusses various case studies that equip the readers with audience building techniques and methodologies Distribution, Advertising, Promotion and SEO- With this principle, Schaefer gives 10 tips for content promotion that THE CONTENT CODE: Six essential strategies to ignite your content, your marketing, and your business - MarkW. Schaefer 20 THE MARKSMAN
  • 22. Founded in August 2010, Paytm started as a prepaid mobile recharge website.Paytm is an Indian payment and commerce company based out of Delhi NCR, India. It is the consumer brand of parent One97 Communications. The name is an acronym for “Pay Through Mobile”.Currently its business is not only limited to recharge but has expanded as online payment platform including mobile recharges, utility bill payment, wallet payment and wallet to bank transfers for many leading internet based companies like Bookmyshow, Makemytrip, FoodPanda, IRCTC and many others. It was founded and implemented under the brilliant idea of Vijay Shekhar Sharma and has got the first mover advantage in the mobile industry. The company has been backed up by Alibaba group and Ratan Tata. For a share of 25% in the company, the firm raised $575 million from Alibaba group. The company employs over 13000 employees as of January, 2017 and has 3 million offline merchants across India. t also operates the Paytm Wallet and Paytm payment gateway. PAYTM KickStart In 2013, the company launched Paytm Wallet, which became India’s largest mobile payment service platform with more than 150 million wallets and 75 million android based app downloads as of November 2016. The surge in usage of the service was largely due to the demonetization of the 500 and 1000 rupees currency notes. After 8 November 2016, Paytm’s transactions and profit increased significantly. The Paytm Wallet application enables users to book air tickets and taxis, and payment of DTH, mobile recharge, broadband and electricity bills among others. Users can also pay for fuel at Indian Oil Petrol pumps and buy movie tickets at PVR Cinemas through the wallet. After creating a billion dollar worth company, maintaining the success is the most difficult part of the journey and it cannot be done without good teamwork, says Vijay Shekhar Sharma. To accomplish the same, he ensures that the right people are taken on- board who share the same passion to build, like his. He has also given 4% of his equity to the team, which in current value terms is about $120 million. As on 27 February, 2017, Paytm has reached 200 million customers, as tweeted by the founder. Sharma has said 2017 will be the year for Paytm to expand into banking. The organization will have to build and develop distribution, reach and customer base. In August 2015, RBI gave its in-principle nod to 11 companies to start payments banks. FEBRUARY 2017 21
  • 23. FEATURED ARTICLE service experience that mirrors the same digital ease they've become accustomed to. The following are a few ways millennials are remodeling the customer experience–and why brands ought to pay heed. 1. Customer service technology needs to be intuitive and innovative to provide greater customer service. In this fast-paced world, customers have a demand for faster services. Millennials have the inclination to adopt new technology more rapidly as compared to the more skeptical attitude of the previous generations. The persistent emphasis on streamlining the interface at Apple, Amazon, and Google has set a new standard of intuitiveness across the tech industry that millennials accept as the norm. Therefore, this generation’s need for speed is a persuasive reason for brands to put in more in self-service assistance, like visual IVR alternatives and webchat, while also augmenting service on online networking channels. Is customer service experience ready for the millennial? -Rashi Rastogi, Amity University Millennials are the first generation born in the modern digital world; born to change the meaning of exceptional customer service and transforming the customer experience.The Millennials, also known as Generation Y, is the first to grow up with cable TV, the Internet and cell phones, so technology and innovation is basically baked into each Millennial’s DNA. Millennials have grown up with close and individual access to digital gadgets that syndicate communication, infotainment, amusement and shopping into one bundle. Gen Y has always had technology readily accessible and lately, has turned out to be a population of tech savvy, socially sentient, and vocal consumers who think about the brands they do business with. As millennials become the biggest generation both domestically and globally, it is more significant than any time before for businesses to implement customer service practices that satisfy this distinctive generation. Hence, due to the natural technological adaptation, millennial customers anticipate a customer 22 THE MARKSMAN
  • 24. companies that support the causes they care about. 4.Aren’t afraid to leave a company. Millennials have no apprehensions about leaving a brand. Rather, customer churn of millennials is relatively high every year. In particular, one fourth of millennials will leave a brand after one bad experience. By the third awful experience, an astonishing 82 percent of millennials will quit using a brand/product. If you don’t provide first class customer service, and upgrade and change the customer experience, millennials will put loyalty aside and switch to the competitors. 5. Don’t like being stereotyped. Despite the fact that millennials have various shared convictions, propensities, and qualities, they are not homogenous. As per the Boston Consulting Group, there are six distinct sorts of Millennials: • Hip-ennial - careful, magnanimous, benevolent, and extensive social media user. • Millennial Mom - affluent, family-orientated, and digital savvy. • Anti-Millennial - locally minded and conventional. • Gadget Guru - successful, energetic, and wired. • Clean and Green Millennial - cause driven, socially conscious, and appreciates content. • Old School Millennial - thoughtful, altruistic, and not as wired. Understanding which section of millennials are in your intended target group will help you provide them with the content and customer service that suits them best. FEATURED ARTICLE 2. Have a voice, so brands should have one, too. The millennials are concerned with identity: taking a stance for what they have faith in and presenting themselves on social media as the people they want to be. Social media is itself a dais for interacting, with userskeen to support their favorite brands, social campaigns, and cultural practices that match with their personal convictions. Thus, brands ought to likewise recount their story, regardless of whether it be sharing a modest record of a homegrown business or indicating support for social or natural campaigns. Millennials are known to support brands with social morality, and long-term commitment starts with engaging customers on a human level. And the power of social media should not be belittled for articulating one’s ideas: positive customer experiences can prompt to brand promotion, while negative remarks put your brand in a bad light, thereby leading to customer churn. 3.Value authenticity. Millennials prefer to keep it real: genuineness and authenticity are exceedingly esteemed. The brands’ contents and marketing campaigns on their social media sites, their activities and communication with customers in any milieu should always portray consistent values. According to a research from Barkley, an independent advertising agency, approximately 50% of millennials put in an effort to purchase products from FEBRUARY 2017 23
  • 25. FEATURED ARTICLE Understanding which section of millennials are in your intended target group will help you provide them with the content and customer service that suits them best. For example, if the target group is basically Old School Millennials, then you have to offer customer services and experiences that aren’t just on the web. Conclusion Millennials are a dominant generation that is persuading the buying choices of other demographics. And it means only one thing for businesses – it is time to move beyond good customer service and lay emphasis on ‘customer service experience.’ Brands need to ensure that their customer service is not constrained to only resolving concerns as and when they come. In order to enhance the customer service experience, the brands should offer self- service and crowdsourced customer service facility, personalize the experience for customers, share company values, use the latest technology and let the millennials co-create the brand.. 24 THE MARKSMAN
  • 26. FEATURED ARTICLE The details- What are the things that need to change: the process, the people, etc.? The approach- One needs to critically examine all the factors or stakeholders that are going to be affected when the change will be brought about. Implement- After critical analysis, it is necessary to come out with the most suitable action plan. This step will involve forming the proper plan as well as making sure that people accept it and work in sync with the organization. Monitor- The last and crucial step is to monitor whether the implementation is going in the right direction or not. The management should make a review as to what internal and external changes have occurred after the organizational change has taken place. This methodology may not be exactly same for all. But it is more or less the framework adopted by a numerous companies for change management. Efficient change management implementation can be through the right use of technology and direction in top- down manner. Change Management -Abhishek Patra, XIMB We often refer change as making or becoming something different. Now, what is Change Management? It is the way organizations become a newer form of themselves through transformation with the use of available resources. It has been in theory as well as in practice more than decades ago. It is a new way of looking at things by the organization. Along with the change of the organization, it involves the change of the elements in it i.e. people driving the organization and the culture and values binding the organization. It is usually done in the top-down manner with proper clarification of the changes made inreaching every level in the organization. Reasons Every organization at some point or the other has felt a need to bring about some change. There may be any reason behind that. It may be to create a newer image of itself in front of the people, adapting to newer technology, change in business trends, survive in the dynamically changing market, and many more.The reasons in the recent times have been the rise in social media presence and mobile adaptability. With such varying number of reasons, the top management and strategic leaders are always required to be on their toes.The basic methodology: Identify the change- To identify whether the organization needs a change or is it better to run the same way as it is now. FEBRUARY 2017 25
  • 27. FEATURED ARTICLE 26 THE MARKSMAN Models There have been models provided by intellectuals who have invested their time in the field of management. Some of them are: John Kotter’s 8-Step Process for Leading Change by Dr. John P. Kotter Deming cycle of Plan-Do-Check-Act by W. Edwards Deming These models have helped many companies to make use of Change Management. Models provide the base for them to work out their strategies and action plans right from the basic step till the final implementation and evaluation. Examples There are many instances that have proved that change management if implemented properly, turns out to be fruitful for the organization. Some of the notable ones are:  British Airways In the year 1981, a new chairperson was appointed at British Airways. He identified that many valuable resources were being wasted and thus the efficiency of the company was very low. He took the decision of reducing the workforce as a way to tackle the prevailing issues. As this decision would affect the present employees in the company, he rightfully justified his stance by explaining everyone why he was after redesigning the structure of the company. This way he led the company through a bad phase.  Pearson At the end of 2012, the big publishing house Pearson made a change in its organization. At this time John Fallon took the position of CEO, and just after his appointment he made a very big decision called the “Global Education Strategy”. Through this, he made changes to the existing structure. He divided the workforce into 6 different business units and made some more vital changes.
  • 28. Challenges Like any other technique or method, change management also faces challenges, mostly within the organization. Most of the times, people are unwilling to accommodate to the change. They resist changes. Sometimes, the decisions taken by the top management in making the changes go against them, rather than those going in favour of the organization. This is due to the lack of proper matching of people and their skill sets. There can also be a chance of improper integration between the top and bottom levels of management. Conclusion Change management is a small concept with a broad scope. It is based on how organizations adopt it. The leader is the most important factor behind successfully implementing change management. The leader and the top management should deal with setbacks in a positive way and look forward to the integration of all the employees and stakeholders with the changes and the new way of looking at things. FEATURED ARTICLE FEBRUARY 2017 27
  • 29. FEATURED ARTICLE Thanks to the various leadership and personal mastery “electives” offered during the course of management education, most of us, by now, are familiar with different kinds of leadership styles: Autocratic, Bureaucratic, Coaching, Democratic, Emergent and Facilitative amongst many others. As we learn from the abundant examples of successful leaders and their failed counterparts, it is not difficult to see that the fundamentals of leadership are timeless. In another era, Peter Drucker, the world renowned management guru, said that leadership meant doing the right things as opposed to mere management which is tasked with doing things right Changing Leadership Styles -Nishiggandha Kerure, IIM Shillong Paul Wolfowitz, former President of the World Bank, is widely considered to have failed in the position because of his flawed leadership style. He often attempted to impose his ideas on others, distanced bank officers instead of collaborating with them and assumed dissidents to be corrupt or ineffective at their job. Steve Jobs, Co-founder of Apple on the other hand, was famous for his temper, headstrong nature, for overworking himself in his pursuit of excellence and demanded the same devotion from his employees. And yet, his success (along with that of Apple’s) is quite unparalleled decades after its humble beginning. Two different, unrelated examples, personalities and organizations and yet they teach us so much about what constitutes effective leadership style and more importantly, what does not. 28 THE MARKSMAN
  • 30. FEATURED ARTICLE The ‘what’ of leadership has remained the same even today, what has changed is the ‘how’. In the American work force, the percentage of lawyers who were women stood at 2% in 1960. That of banking and financial management jobs held by women was a non- impressive 9% as well. Even in the 21st century, this statistic has not reached the half-way mark though we have realized that talent is randomly distributed across both the genders! As regulators establish policies such as a mandatory women director on the board of every organization, today’s leaders will have to ensure inclusive work environment that does not discriminate against or for the undue advantage of any one particular gender. Getting the work done is no more the criteria for good leadership afterall. The rise of corporate citizenship and awareness regarding giving back to one’s own community has resulted in an unavoidable, uniform 2% (minimum) spend for CSR. But ethically conscious leadership has managed to stay one step ahead and gone above and beyond that was required of them in terms of sustainable initiatives, integrity and transparency. Competing with increasingly ‘commoditized’ products and services, leaders of the changing times will have to emphasise that their brands are distinguished on the parameters used by the educated, always-connected, well-travelled and globally aware segment of millennials whose share of and influence on purchase decisions is only growing. These millennials themselves are causing an alarming war for talent, with 44% of them stating that if given a choice, they would quit their current employer for another one or to do something different. Apart from the traditional monetary and non-monetary rewards, employees are attaching more and more significance to doing meaningful as well as challenging work, receiving all the growth opportunities possible and being mentored to take on leadership roles tomorrow. Leaders’ human resource policy in thepresent attrition heavy context will have to include more than the uninventive, transactional carrot and stick system: a proactive recruitment philosophy that does not only match the job specification to qualifications and skills of candidates but also brings along the cultural and aspirational ‘fit’ for long-term success of the hiring. HR is not just another function in organizations that can be delegated to domain specialists but needs the attention and support of the top management. The success of unicorn start-ups, easier access to funding and more favourable environment through movements such as ‘Start-up India, Stand-up India’ have been catalysts for entrepreneurship in the country as in several other emerging and developing economies. These businesses (“defined” as to have revenues less than or equal to INR 25 Cr) have created or adopted completely different work cultures as compared to established conglomerates. FEBRUARY 2017 29
  • 31. FEATURED ARTICLE I The flat, non-hierarchical organizational structure here thrives on meritocracy, enhanced and encouraging risk-taking and last but not the least, an open-door policy that stimulates exchange and development of fruitful ideas. f leaders are to attract and retain competent talent and utilize it to thwart off threats from disruptive and agile start-ups, they must learn to inculcate the best ofintrapreneurship even if their revenues far exceed the figure of INR 25 Cr. Successful leaders will be those who in addition to their stated job responsibilities manage to keep up with this dynamic VUCA world and the countless challenges it throws at us every other day. 30 THE MARKSMAN
  • 33. BUZZ CLUES PUZZLE ACROSS DOWN Answers: ACROSS:3-Mirinda;5-Furlenco;7-Moonlight; 8-Vodafone10-Snapchat DOWN:1-Madison;2-Pixel;4-Jio;6-UnitedByHalf;9-Dominar 3. This brand’s new campaign is called #ReleaseThePressure. Name the brand. 5. This online furniture rental company has come up with a new digital campaign titled 'Own experiences' that has been well accepted. Name the company. 7. This movie won the Academy Award for best motion picture 2017. Name the movie 8. Potential merger in the telecom industry between Idea and __________ 10. Whatsapp to launch new Whatsapp status which is a version of _________ stories 7. Facebook's Internet.org is now renamed to? 1. McDonald's appoints _____ Outdoor Media Solution as Outdoor agency for the brand across the country. 2. A tech giant has partnered with a UK designer Michael Cowan, to create 'really blue' jeans for their new smartphone. Name the smartphone. 4.This new telecom just added 100 million customers to its network. Name the network. 6. United Colors of Benetton (UCB) the global fashion brand has recently released an ad film called ________ talking about gender equality. 9. Bajaj’s new competition to Royal Enfield is called __________ 32 FEBRUARY 2017
  • 34. Call for ARTICLES CALL FOR ARTICLES MARCH EDITION 2017 Articles can be sent on any one of the following topics*: *Please ensure that there is no plagiarism and all references are clearly mentioned. The best adjudged article will be given a Winner’s Certificate. Deadline for the submission of article : 20th March, 2017 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. FontType: 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_CourseYear 7. Kindly name your file as : Your name_Topic FEBRUARY 2017 33 1. Building a business on backing of Facebook Live! 2. Marketing’s latest innovation: The time Machine 3. Marketing Healthy Food: Strategies To Make Discovery Easier
  • 35. To subscribe to "The Marksman", Follow the link:- http://www.interfacesimsr.com OR drop in a mail/contact us at : interface.newsletter@gmail.com Subject line:Subscribe:Your Name_Institute Name_Course Year Follow us at: http://www.facebook.com/simsr.in terface http://www.interfacesimsr.com/in dex.php/marksman Website: http://www.interfacesimsr.com/in dex.php/marksman TWEETS by Ashka Mevawala It’s all about AD-itude by Ishita Shah Brand MARKive by Mansi Mahajani COVER STORY by Ishita Shah SPECIAL STORY by Ishita Shah FAUX PAS by Shikhar Dubey HALLMARK CAMPAIGN by Abhishek Bhardwaj PIONEER byVivek Gariba BOOKWORM by Dipika Soneja SquAreheaD by Kashyap Salvi BUZZ by Ashka Mevawala KickStart by Shruti Mohapatra PROOF READ by Anchal Pandey Rohit Radhakrishnan Shruti Sharma Deep Shah DESIGNING by Ishita Shah Kashyap Salvi PROMOTIONS by Ishita Shah Kashyap Salvi Anchal Pandey Rohit Radhakrishnan The MARKSMAN is the newsletter of INTERFACE, the Marketing Club at K.J. Somaiya Institute of Management Studies and Research, Mumbai. Images used in THE MARKSMAN are subject to copyright. THE MARKSMAN does not take any responsibility of any kind of plagiarism in the articles received from students of other colleges. The TEAM 34 THE MARKSMAN