Contents

From the Editors Desk ....................................................................................... 1

Building Personal Identification With Brands ...................................................... 2

Emotional Marketing- A Logical Perspective ..................................................... 4

The E-Connect .................................................................................................. 6

Things Money cant Buy ..................................................................................... 8

Sinus Milieus- A Way Ahead.............................................................................. 10

Discovering the Dark Knight in YOU .................................................................. 12

From the dusk of Mass Marketing to the dawn of Digital Marketing ................. 14

Mark-toon ........................................................................................................ 16

Mark Roadies 5.0 .............................................................................................. 18

WOW- Words On Wall....................................................................................... 19

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August 2012

From The Editors Desk

Creating an emotion has now become a thing of the past. In todays whirlwind of consumerism and branding, firms realise this concept. They have come to acknowledge it, appreciate it and now draw from it. This is what has led us at Club MarkUp to delve into this aspect of Marketing, of identifying with the consumer at such an intense personal level this August. We believe, in the current context, the aspirations of the customer, if seized will provide any organization an unparalleled edge. That is where Emotional Marketing comes in. Emotional Marketing we believe is an extremely challenging aspect of Marketing. It displays the perfect balance of the human brain or more so the need for it. A highly evolved sense of emotional connect coupled with an equally precise logical aspect is what Emotional Marketing demands. We believed interesting opinions would be supplied, and indeed they were. For this, we at Club MarkUp are grateful. We also hope that the first edition by the newly inducted 2012-2014 MarkUp team is well received. Sincerely, Ankit Gupta

Credits Co-editor: Raunak Sancheti, Divyanshu Sethi Design Team: Raunak Narang, Dhruv Chopra Content: Aadish Kohli, Ramya Vasudevan, Shubham Gupta Write to us at markup.imt@gmail.com Follow us on facebook.com/clubmarkup twitter.com/markupimt

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Emotional MarketingBuilding personal identification with brands

No one has stated it better than Napoleon Hill:

People buy your personality and ideas long before they buy your products and services. The goal of Emotional Marketing is to elicit an emotional response from a customer, not to showcase the product. Consumers are, nowadays, blogged with array of similar products. So the consumers have to decide among products of similar features having same functional value. So emotions play a crucial role in the decision making process. Emotional marketing is messaging that builds ones ego. To explain Emotional Marketing let us take the example of Google Chrome advertisement where the commercial was built on customers experience of the product rather the features of the product. Here an emotional appeal was made to the people through Lady Gaga where she remained connected

Bijayini Samal
Currently pursu-

ing first year of MBA (full time

course) from Faculty of Management Studies,

Delhi University.

with the world through web. She was shown encouraging people all over the world to dance, teaching them dance steps and remaining connected with her fans. At the end it showed that it is possible only because of web-Google Chrome. This first showed the need of the customers and then a pleasant solution to their need. There was another commercial by Coca-Cola where it had tried to show that there were more reasons to be happy than sad. This jingle showed the positive aspects and depicted that for every negative there are multiple positives happening in the world. It ended with people sharing CocaCola which promoted sharing happiness. The voice of kids brought innocence and genuineness to the advertisement. This advertisement had a different emotional appeal where peoples right to be happy was brought forth and then the brand Coca-Cola was linked with it. Lets see another commercial of Surf Excel which has associated itself with a concept of dirt is good. This brand started advertising with Lalitaji

Caption describing picture or graphic

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People buy your personality and ideas long before they buy your products and services.

Then it moved to Surf Ultra, Daag dhoonte reh jaoge, then to Surf Excel-Jaise bhi daag ho, surf exel hai na, then to Surf Excel Blue-Jayega nehi jayega, then to Surf Excel Matic which came with a concept of Daag aache hain. The commercial of brother and sister where the brother fought with the mud just for his sister without the fear of getting dirty had a great emotional appeal to the customers. It related a negative thing like dirt with goodness. After this advertisement, actually many mothers welcomed their children returning with dirty shirts. It not only positioned itself as the ultimate stain remover but also encouraged free, innocent and fun spirit in children. Previously brands followed Commercial Marketing where as today emotional appeal is highly required specially to make the brand a part of your customers life. Many advertisements which were previously commercial are now moving towards Emotional Marketing. Lets analyse the advertisement of KBC. The KBC 2 advertisement was more on how to register for KBC via Airtel and KBC 3 advertisement tried to bring in the brand value of Shahrukh Khan. The movement from season 4 jingle of Koi bhi sawaal chotta nahi hota to the season 5 jingle of koi insaan chotta nehi hota clearly shows the bend towards personal appeal. 5
Caption describing picture or graphic

The season 5 advertisement was based on to increase the viewership base in semi-urban and rural India. The season 6, KBC 2012 is seen moving its base more towards emotions. It now promotes itself with Gyaan hi aapko aapna hakk dilata hai and every advertisement links itself with a prevailing issue. Its advertisement of Mubarak ho ladki hui hai indirectly raises a voice against the oppression of girl child which is still prevailing in some parts of the world. After showing the problem, it showed KBC as a platform which can help them stand against the oppression. Even its advertisement of Bada baap was a voice against prevailing corruption and Sach bolna was an encouragement to tell the truth. These were some examples which shows the current trend towards emotional marketing. Even research shows that Emotional Marketing appeals customer more than both commercial marketing and combination of commercial and emotional marketing. People tend to care about emotions more as it links them personally with the brand. The benefit that a brand derives out of it is a long term relationship. 5

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Emotional Marketing- A Logical Perspective.

Gauging the nuisances of customer behaviour has

always been an intriguing exercise. The patterns of complexity that determine any customer behaviour are as challenging to predict as interesting to note. As a further subset of the same, a target segment identified and catered by the marketer requires even a deeper analysis and an intelligent mapping of psyche with brand sensibility. Through a brand, a consumer makes sense of his world. More often than not, the success attained in the above exercise is a function of accuracy in predicting and leveraging upon the understanding of the target segments psyche. When a brand weaves an emotional story around an offering (read: product or service), it tries to capture one or many aspirations like fears, personality traits, hopes, desires and thoughts into the brand communication. With a plethora of competing brands and exponentially increased customer knowledge (awareness is pass), *technical and functional utility have become more of a sufficient rather than necessary conditions. In the landscape of emotional aspects and utility, a multifold scenario can be identified. One, there is an inherent weaving of emotions into the sensibility and hence the communication of the brand. Majorly in the sphere of product features and marketing attributes, it is a holistic approach. Value capture is important here. Capturing aspirations or I am or I want to into the crafting of a luxury car brands sensibility or weaving Thumbs ups branding around bravery and adventure(with product attributes like an unconventional not so sweet taste in sync with the same) can be examples of this. So much so, that a thumbs up drinker has been stereotyped with a particular rough and 6

Astha Gupta
Currently a student of Marketing and Strategy at Indian Institute of Management, Kozhikode

tough personality. Another scenario among others includes the marketing aspects of the product and the experiential aspects only. This may include colours used, the look and feel of point of purchase, service elements in the delivery of products or provision of services. Designing the interiors of a maternity ward in the shades of pink, a premium lounge in purple or the escalating budgets of visual merchandising are illustrations of the same. Surf Excels Daag Achhe Hain also plays on the feeling of freedom and hassle free life. These tactics are dynamic and mostly temporary. Constant innovation is prerequisite to sustainable advantage. All in all, the interaction of rational and emotional factors synthesizes the essentials of successful emotional marketing. Until the point where the brand perception in the minds of customers becomes synonymous with its emotional message, the potential still remains untapped. As an extension of my attempt towards a better understanding of the concept of emotional marketing, I will share my experience of making and building Titli. It is a brand that aims to bring together the obscure craftsmen and their skills

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Caption describing picture or graphic

through distinct product lines like handmade accessories and apparel items. Having started very recently, the store is located within a cafe in the campus where I am currently studying, IIM Kozhikode. As a part of Brand Elements, the name symbolizes freedom and a boundless spirit. Additionally, the use of Hindi font gives it an earthy, Indian feel. The target segment is the women who have struggled and grown in their lives, the women who are proud of who they are, those who love to adorn themselves with handmade products and are motivated to make a difference in this world. The logo constitutes a lotus with a butterfly that is ready to fly. The logo signifies the Brand essence which is about having faith in oneself during the times of struggle, drawing

from the famous butterfly story of struggle and the property of cause and effect associated with the Lotus (A new lotus blooms where its seeds fall). The colours of the Logo are red, blue and yellow that are Buddhism colours of victory, peace and glory respectively. In the shop, constructive use of dysfunctional items like broken fence and trashed iron basket has been made. The shop has been given a rural touch with the final touches of Warli designs. To emotionally unite the customers in spirit, the brand has been concocted as a story of humility, faith and journey to oneself. Well! I call it Emotional connect!

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August 2012

THE E-CONNECT: Your Brand just cant afford missing this !!!
Today a product is not only a product; it has got to be a part of you.

Gayatri Aradhana
She is currently pursu-

The world is becoming automatic and tech-savvy,

all differences are fading and boundaries merging; the world is getting smaller and smaller squeezing its individuals into a homogenous mass. The word Emotions is getting pushed deeper and deeper into the corners of human heart. In this emotionless world, its the products through which a human being tries to associate itself with, which represents him and helps him maintain his individuality and express his deepest emotions. The product or service can no more be considered a non-living commodity; it has to get a life. It has to be given a human touch, a sense of feel. This is what has to be the target of Emotional Marketing.

ing first year of MBA from Welingkar Institute of Management Development and

Research (WE School), Mumbai

Todays consumers are no more ready to consume a product or take up a service unless and until they feel attached to it. Growing individualism is giving boost to this swiftly changing trend. Its no more just a product for day to day use. These products are becoming the reflection of who we are. The simplest example can be a soap, shampoo or toothpaste. We dont just buy any soap or toothpaste. We specifically buy the one which we think personifies us. It can be as simple as its fragrance (or taste in case of toothpaste), color, shape or even its packing that attracts us. Electronic items like laptops, mobile phones are an example of products that have successfully established an intense connection with humans. They are way more than just a useful gadget; they have become a part of our personality. An average human spends more time with these gadgets as compared to what he may be spending with other human beings. You just manufacture a product, you cannot sell it anymore. You need to connect it with your target

Brand Hug...

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customer, which is the most difficult task just like adding an outside person to your family and accepting him as a member. This whole concept of Emotional Marketing is nothing but all about HOW WELL YOU CONNECT. The same product can have varied levels of connectivity with different consumers. The more customized you make a product, the better is the connect with the target market. This is the reason why the same product comes in different SKUs. In todays market, a Brand is no more a name which represents its product; rather its the name that stands for its consumers. The consumers brain has voids (emotional, psychological) for needs. The product has to sense that void and fill it. For a completely new product, that void has to be created and then filled. These complex human aspects make todays marketing all the more challenging and tough, because Human being himself is a tangled, complex living thing. Even the surveys and reviews given by them cannot be completely trusted because most of the times they do not know why and how to react. They themselves might not be aware of what is going on in their sub conscious minds. Nurturing and nourishing the untold, exploring and exploiting the desires and aspirations is the

Creating Emotional connection...

biggest challenge. Its all about the game of uncertainty and how close you can get to certainty and capture the emotional quotient of the consumer and tag them with your brand. But thats not the end of the game. Because in this quicker than a blink changing world, one has just too many options. Once you enter the consumer life, the product needs to stick around firmly and keep upgrading itself; else it wont take long to replace your brand with your competitor just as is the case in todays world of changing emotions and relations. The marketing strategies in nearby future are going to be really fascinating and beyond imagination. And maybe one day these products and these connections shall revive our fading emotions and help them spring back to life.

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August 2012

The Things that Money cant buy

What is it about the daal-chaawal cooked by

your mother that makes it more desirable to you than even the scrumptious seven course meal served at the most expensive restaurant around? Is it simply the taste, colour, smell and texture? Or is it something that transcends the boundaries of the tangible- easy to realize, but difficult to verbalize? We humans are social animals. We cannot sustain in isolation. We think about and feel for others and expect others to think about and feel for us. This interplay of thinking and feeling leads us to enduring inter-personal relationships which we value. These beget specific behavioral tendencies and responses. We call them emotions. Can we form such relationships with entities that are inanimate or abstract? The answer is a resounding yes! How else would you explain the warmth you experience within the confines of your home? How else would you explain patriotism- why masses across the length and

Sanket Shah
He is currently pursuing first year of MBA from Welingkar Institute of Management Development and

Research (WE School), Mumbai

breadth of our country laid their lives to realize the dream of independence? The demand of a market offering is a function of its perceived value which is the difference between the perceived benefits and the perceived costs associated with it. Benefits and costs could be physical or psychological. When markets saturate and differentiation plummets, this has significant implications for managers: one- people value relationships; and two- the psychological value that people derive out of their relationships with other entities can far outweigh the physical one. Emotional Marketing could be seen as an approach to marketing that seeks to explore and exploit these insights in line with the organizations marketing objectives. A very potent tool of Emotional Marketing is the idea of branding. Branding is what branding does- it infuses heart, mind and soul into a lifeless, inanimate entity. Branding is to a market offering what upbringing is to a child- it is long term and involves instilling values, developing attitudes and grooming the personality.

I am Anna Hazare (Brand Anna)..

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Over time, a brand represents a specific set of personality traits, values and attitudes- as such it becomes a thinking-feeling individual in its own right. It connects emotionally and enters into relationships with many others- consumers, suppliers, employees, owners, the society etc. Depending upon compatibility and inherent motivation, these relationships could be transient or enduring. The more enduring they are, the more value they represent- to the brand and to such others. For brands, a strong emotional connect with consumers makes perfect business sense. Stronger the emotional connect, more is the perceived value and more is the price inelasticity of demand. This paves the Meri Maggi... way for premium pricing. Psychological benefits associated with a strong emotional connect are very hard to reproduce. So they provide the firm with a strong, sustainable competitive advantage in the market. They increase switching costs for the customer and increase the entry barriers of the industry. They also increase the firms bargaining power while dealing with suppliers and other intermediaries. So with Hum mein hain hero, Hero Motor

Corp. communicates a specific set of values and traits with the intention of reaching out to markets which exhibit a compatible set of values and traits. The idea is to build an enduring relationship based on such compatibility which translates into a lot of psychological value. When Maggi asks its users to share their special Meri Maggi moments, it attempts to reinforce its emotional connect with them. A Main Anna hoon cap is about personal identification with brand Anna Hazare which epitomizes a firm resolve to uproot systemic corruption. Emotional marketing is not only about your brands and consumers. It involves building and nurturing symbiotic relationships with your suppliers, partners and dealers. It also involves sensitizing your employees with the essence of your brand so that they too identify with its values and traits. A classic case is that of the employees of the Taj Mahal Hotel, a TATA venture, who staked their lives to ensure the safety of their guests during the 26/11 terror attacks. Truly, there are things money cant buy. Emotional marketing enables you to provide these, to those who matter to you and your business.

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Sinus Milieus: A way ahead for emotional marketing E motions have capability to stimulate mind 3000
times faster than non-emotional stimuli. It is no more a secret that the most successful marketing strategies are built on emotions. The challenge is to know which emotions to work with, that turn target segment into real human who can be better understood & catered. An amazing way to tick your consumer is a technique called Sinus Milieus. The steps towards effective marketing by using concept of Sinus Milieus are as follow: Identify the target group: Sinus Milieus concept is about understanding persons value & attitude towards life to find out what emotions to invoke to get through them. It is developed by the Sinus Institute Heidelberg, Germany. It is result of three decade of social science research. This segmentation is based on an analysis of everyday life within our society and groups. Basic values as well as attitudes to work, family, leisure, money and consumption all play a part in the analysis. It offers a great way to get familiar with your target group and find out what drives potential customers. Find out what invoke the target group: Sinus Milieus help in understanding what the target group thinks, feel and their attitude to different aspect of life is. This information can be use to find out what appeals them. The right emotions could be picked once their social status and basic values are clear to us. Implement your findings: Once the set of concepts that appeal target segment is defined, the marketing campaign should be designed, so that it triggers the right emotions. The campaign must be right to get the attention & interest of target, awaken their desire and prompt them to action. The effective campaign can be advertisement, workshop, website, social networking etc based on Sinus Milieus Test your campaign: Even with aggressive research there are possibilities of getting it wrong. It is very important to test the marketing campaign to double check if you are on right track. The test can be done by inviting a sub set of prospective customer to user test and find out their opinion on the concept. One should perform testing as early as appealing concept is designed to rectify and refine the campaign. Conclusion: Sinus Milieus segment the society based on social status & values. This in return helps in recognizing emotions that drive the target group. The integrated marketing communication should be based on underlying emotional concept which will help in getting consumer more involved during their decision making process. 12
Parul Choudhary
She is currently MBA of pursuing from Faculty

Management Studies, Delhi University.

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The following table segments the society in various Sinus Milieus based on social status and basic values and consequently to the elements the tick the target group: Sinus Milieus Social Status Values Respect both modern & traditional values Appeal for Emotions Exclusivity, quality, leadership,luxury, contentment, reliability Expertise, personal fulfillment, success, fairness

High Social Status Sovereigns High Social Status, Successful, Leadership Position Liberal Progres- High or Middle sives social status, Sophisticated, Well Educated Adaptive High or Middle Achievers social status, Flexible top performer Main stream Sinus Milieus Old Guard All social status

Exclusively modern, Consumer hedonism, Self determined Modern Values, Interest in global affairs& new media

Success,performance, technology, ambition, achievement

Modern Middle

Middle or low Social Status, Ambition to be in high social & professional status Mavericks Middle or low Social Status, Ambitious young core Social Underclass Materialists Lower Class, social exclusion Disenfranchised Modern lower Class, Dont want to go to higher status

Traditional values, Believe in proven way of living instead of new or unfamiliar Modern values, Consumer hedonism, Post materialism, Good at adapting Consumer hedonism, Post materialism, Flexible, Challenging Need for social inclusion, anxious about future Modern value, Fun, Refuse to take life seriously

Routines, honestyfamiliarity, accuracy security, reliability

Possibilities, security, ambition, social advancement, harmony

Independence, challenge, innovation, quality, security, change Sense of belonging, trends, security, self-confidence, popularity Fun, provocation individualism, extravagance

References:

[1]http://www.sinus-institut.de/en/ [2]http://www.integral.co.at/en/sinus/milieus_int.php 13

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Mark-e-feed: Discovering the Dark Knight in YOU

Its not who we are underneath, but what we do that defines us says Rachel Dawes in the opening film of the just concluded Dark Knight franchise. Was this line directed at just Bruce Wayne in the movie? Such dialogues formed a critical part in Nolans greater scheme of things which he had in mind for his Batman re-boot franchise (arguably one of the greatest re-boots of all times). Essentially Batman happens to a superhero without being a superhero, in the sense, he doesnt possess any superpowers. The fact that anyone can be Batman (you, me or anyone reading this) gives a sort of instant connect to the character. Slowly, as the movie progresses, you begin to see yourself underneath that mask, rising in all splendour above a corrupt and crime-ridden society, and before you know it, the caped crusader inside you is awoken.
Dinesh S Currently pursuing MBA from IMT, Ghaziabad.

Traditional marketing is dead. One needs to come up with new and innovative ways to attract the consumers dynamic mind. One such marketing that has caught up in recent times is the Guerrilla Marketing a low cost unconventional creative strategy that is generally used to create a buzz around a product/theme whilst also engaging the consumer by turning viral. In case of Dark Knight franchise, Pasadena based 42 Entertainment was in-charge of creating and executing the grand scale viral marketing campaign. No! This was not going to be one of those campaigns which reveals almost the entire movie in the name of promotional teasers and trailers, generate huge hype and then die down as soon as the movie releases and bringing with it, the demise of the movie as well, due to the hyper-expectation it generated. Imagine seeing the above poster on a wall in your neighbourhood you dont have to be a follower of the movie series, nor an admirer of the comic strip. The poster is just intriguing enough to catch the attention of the casual bystander whilst at the same time subtle enough not to expose any crucial element of the movie plot. Catching the attention is one thing, but retaining the attention, arousing the interest, creating a desire and motivating the audience into action is an altogether different ballgame. A website WhySoSerious.com was launched where, for every email sent by the fans, one pixel was removed ultimately revealing the first official poster

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of The Joker. A similar campaign was launched for Dark Knight Rises when the twitter handle #TheFireRises was made viral and for every comment on twitter that featured this hash-tag, one pixel was removed from the Dark Knight web page to reveal the first image of Bane.This picture was taken at Sathyam Cinemas, Chennai during the premiere of the Dark Knight Rises. Similar bat signals were shot into the sky in New York City and Chicago, where attentive followers of the bat signal were led to special free screening of the movie three days before its actual release. Such activities, called Alternate Reality Game [ARG], are able to sustain the interest levels of the audience for more than a year by not just involving them, but also empowering them, which magnifies their passion towards the product and translates into tangible action and extreme loyalty for the brand. They became citizens of Gotham city, took its subway, tuned into Gotham TV and radio stations, not just involving them, but
also empowering them, which magnifies their passion

copy of Gotham Times daily, went on wild Joker chases, I Believe in Harvey Dent political rallies, live recruitment drives for Jokers gang through cellphones hidden in cakes, the list is just endless. And todays age of social networking ensures that the message gets conveyed not just to the intended recipient, but to his entire social circle. To conclude, advertainment is the order of the day. Though relatively new, this concept has taken to increasing popularity and is slowly becoming an established form of marketing. Its principle advantage is that it is comparatively inexpensive; more than the money, it is time and effort which is needed in larger quantities here. Thus, it is being endorsed by SMEs and entrepreneurs as it snugly fits their budget constraints, while achieving similar, if not better, results compared to traditional marketing techniques. References
http://ecommercecrux.mavenstore.com/ecommerce-today/ how-can-a-company-go-from-mass-marketing-to-masscustomization-by-taking-advantage-of-e-commerce-2 http://www.web-books.com/eLibrary/NC/B0/ B64/033MB64.html http://en.wikipedia.org/wiki/Communications_in_India

the product and translates into tangible action and extreme loyalty for the brand. They became citizens of Gotham city, took its subway, tuned into Gotham TV and radio stations, read a
towards

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Mark-e-feed: From the dusk of Mass Marketing to the dawn of Digital Marketing
In todays era, the generic one size fits all marketing strategy is losing its relevance. No longer can businesses afford to blindly send large volume of the same message to unqualified persons. Nor can they afford to treat customers the same way. Products within a category are getting less and less differentiated and brands are getting closer and closer. As consumers demand more from their brands and have more available choices, they segregate themselves into smaller and smaller niches in the society. Such competitive markets have forced the brands to find newer ways to stand out and connect with consumers .It has become imperative for the companies to target these niche sections to deliver the right products to the right people through the right channelsall at the right time, in order to stay competitive, keep marketing costs under control and increase their revenues. Mass marketing is no longer the long-term strategy. The trend today is changing towards more precise, targeted marketing which ensures that the companies are actually hitting the right customers. A shift of the trend from one-way, company-driven sales mentality to a two-way relationship with consumers is assisted with core changes in the way marketers do business. The marketers are now finding new ways to reach their customers and understand their needs and preferences. Digital marketing offers great advantage to reach consumers in a timely, relevant, personal and cost-effective manner. The massive Indian market is changing fast. Internet has started penetrating into the lives of the people. For people with access, it is a major part of their daily or weekly schedule. Internet access 16
Siddharth Arora He is currently pursuing from NITIE. MBA

is mainstreaming among professionals and the use of mobile is intensifying. As per a report by Internet and Mobile Association of India (IAMAI), India has crossed 100 million Internet users in Sep 2011, a growth of 13% over the last year. With the rapid growth in GSM subscribers in India

touching a figure of 433 million and the number of online users touching a figure of 112 million, online and mobile phones have now become the important communication vehicles. Internet is now no more limited to the urban areas, but also has started penetrating in the towns and villages as well. A report published by IAMAI (March 2011) states that about 50% of the internet users belonged to the small towns (<10 lakhs population). Consumers, who used to seek out family and friends for word-of-mouth product recommendations now read online reviews, compare features and prices on Web sites before making a choice.

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A Push Digital Marketing would constitute companies promoting their brands via e-mail, mobile sms, RSS podcasting while the Pull Digital Marketing encompasses websites, forums, web logs and streaming media (audio and video). This information flow not only empowers consumers but also allows marketing departments to be part of the conversation consumers have as they actively learn about product categories and evaluate choices. Many digital campaigns came out to be fortunate for the companies. The Cola czars Coke and Pepsi reported an increase expenditure on the online campaigns to connect with their consumers. Pepsi previewed its Shah Rukh Khan 'Sapera' (Snake charmer) campaign online before

taking it to the television while their arch-rival Coca-Cola launched Coke Zone, a social media website which offers exclusive content and rewards. The huge success of Tamil-English number Kolaveri di" even before its official launch has proved the power of online social networking platforms. It is clearly observed that the Digital Channels offer marketers cost efficient opportunities for a brand to stay in touch with customers which not only improves marketing performance but also customer loyalty. With such lucrative prospects, it is not surprising that the digital channels have now become an important part of the marketing strategy.

UTTAM TOYOTA
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Mark-toon

The ladder is endless. Think Ill climb on !!!

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Mark-toon

Pushed by Ambush
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Mark Roadies 5.0

MarkUp, the Marketing club of I.M.T organised the first competition of the academic year. With over 80 teams participating with the zeal and enthusiasm associated with a new beginning, what a grand success MarkRoadies5.0 was. Club MarkUp did a fantastic job in challenging the minds of the incoming batch, testing creativity, resourcefulness and presence of mind. On the 1st of August the amphitheatre was abuzz with excited students waiting to get the show on the road. Thus began Round one, Mark Roadies 5.0. A Treasure Hunt and a time limit made the participants run all over the 15 acre campus. Inspired by the Game of Thrones and based on the 4Ps of Marketing the clues were mind boggling and sweat inducing. And that wasnt all, Club MarkUp designed tasks which included creating an on the spot sales pitch, guessing the prices of items thus subtly introducing fundamental concepts of Marketing. The crossword puzzle tested 20 20

knowledge of brands quite effectively. Okay so second round and time for serious business. The objective was product development with emphasis on innovation, consumer understanding and creativity of the teams. For many of us, the concept was an entirely new one. But we gave it our best shot. Ideas and products ranging from Room Cleaning Service to Shopeaze rocked the competition. Further an in-depth analysis of product, promotional strategies, and feedback tested our competencies as young marketers. Karan Gandhi, Parth K Mannadiar and Karthik K and Aastha Malhotra , Varun Mangalik and Urvashi Chugh were adjudged a deserving 1st Place. The team of Inderjeet Singh, Shreyy Singhal and Jatinder Sethi bagged the runner up prize. All in all an interesting and fun event organised by Club MarkUp, and yet another feather in its cap.

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WORDS ON WALL
Can the Indian Olympians convert their Silver and Bronze for India to a Gold for the Advertisers
Winning Gold in advertisement industry is creating a brand equity and ethical place in the market for a product. Indian medal winners through their hard work and passion have got recognition and a place in common mans heart. Advertisers could gain substantially by

Ajitpal Singh Chadha XIMB

Anustup Sikdar NMIMS, Mumbai

If selling is an art, then advertisers are perhaps the greatest artists. In India, nothing sells like sports and bollywood. The latest achievements by our sportsmen in London are perhaps more exhilarating to marketers than to anybody else. And without an iota of doubt, Vijender Singh does ring a bell!

why not! Its a golden opportunity for spenders to associate with quality athletes and moreover, the sports they play. The mood is apt to ride the tiger, or should I say the sporting tiger. For example Airtel did that with F1 last year

Kashish Sethi IMTG

Nikunj Goenka 21 Mumbai NMIMS,

Everyone has a brand quotient and advertisers want the best value. Winning GOLD to me means: Great Olympic Leaders Defined. It can inspire the youth to develop the killer instinct and eventually become the CHAMPION they deserve to be. 17 21