MarkMantra

The Panchatantra of Marketing

5th October 2011 Volume 1, Issue 2

58th Annual Cannes Lions International Festival

Inside this issue:

(SAWA), a group of cinema screen advertis58

th

Annual Cannes

2 4 6 7 9 11

ing contractors, that advertising films too deserved their own show. So, they held the first International Advertising Film Festival in Venice. It drew 187 entries from 14 countries. A three-minute cinema spot for Chlorodont The Cannes Lions festival debuted in 1954. Then, it was called the International Advertising Film Festival, the first of which took place in Venice, Italy. The lion of the Piazza San Marco in Venice was the inspiration for the Lion trophy. During that time, The International Film Festival used to be staged in Cannes. It struck to the members of the Screen Advertising World Association toothpaste from Italy won the Grand Prix this year. In 1984, Cannes became the festivals permanent home. Initially, the ad films being judged were divided into two categories: TV and Cinema. In early 1990s, the festival added seminars intended to help redress the advertising crisis.
more on pg 2

The Good

And The Bad

IMC Jumbo King at Crossroads Re-positioning: Cadbury In conversation with Mr G S Shridhar

13

Special points of interest:

Case Study - Jumbo King at Crossroads

"I was inspired by McDonDheeraj made the snack

Analyzing advertisements Cannes Lions International Festival

ald's: Behind the Arches, says Dheeraj Gupta, founder and managing director of Jumbo King, referring to the John F. Loves book about the world's largest fast-food chain. "But my target is the suburban train traveler."

available to the masses at just a rupee more than what it cost on the streets. You can find a Jumbo King at every suburban railway station in Mumbai and each of the outlet does good business.
more on pg 9

Continuous re-positioning An insight into the world of

advertising; A professionals point of view

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58th annual Cannes Lions International Festival

Taming the Lion in a Creative Style Creative leaders and communications experts from around the globe gathered on the French Riviera on June 19 2011 for the 58th annual Cannes Lions International Festival of Creativity, the most prestigious advertising awards event in the
Winners of Grand Prix 2011

for the Lion trophy. During that time, The International Film Festival used to be staged in Cannes. It struck the members of the Screen Advertising World Association (SAWA), a group of cinema screen advertising contractors, that advertising films too deserved their own show. So, they held the first International Advertising Film Festival in Venice. It drew 187 entries from 14 countries. A three-minute cinema spot for Chlorodont toothpaste from Italy (picture on the left) won the Grand Prix this year. In 1984, Cannes became the festivals permanent home. Initially, the ad films being judged were divided into two categories: TV and Cinema. In early 1990s, the festival added seminars crisis. Since intended to help redress the advertising then, till the last festival many categories have come up like Cyber Lions for online advertising, Direct Lions for direct marketing

solutions, Radio Lions focusing on radio creativity, Promo Lions, Media Lions , and Titanium and Integrated Lions, with the latter honouring integrated campaigns using three or more media. New initiatives for 2010 included the introduction of Film Craft Lions and the Grand Prix For Good. The newest category, added in 2011, is the Creative Effectiveness Lions, designed to establish a direct correlation between creativity and effectiveness. The awards are given in four levels highest being the Grand Prix. The other three are Gold, Silver and Bronze Lion. Coming to Cannes 2011, out of the many remarkable campaigns and advertisements, two campaigns certainly leave an impact on admirers of creativity. These were campaigns for Homeplus (popularly known as Tesco) Subway Virtual Store and StarHubs Musical Fitting Rooms. The first one is by agency Cheil World-

world. With a record 28,828 entriesspurred by emerging markets from Southeast Asia to Latin Americathe festival was bigger than ever before. In a few weeks time thought-leaders and experts in all forms of communications and creative thinking

Chlorodont toothpaste from Italy.

The lion of the Piazza San Marco in Venice was the inspiration for the Lion trophy.

come together to compete, inspire debate and entertain at the Festival. It is a platform for the bold ideas that challenge the status quo and point the way forward. The Cannes Lions festival debuted in 1954. Then, it was called the International Advertising Film Festival, the first of which took place in Venice, Italy. The lion of the Piazza San Marco in Venice was the inspiration

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wide Seoul, Korea and the second one by ad agency DDB Singapore. For Homeplus, virtual stores in subway stations were created which were exactly the same as actual stores this included the merchandising. The only difference was use of smart phones to shop. Customers needed to scan the QR code with their phone, and the product would land in their on-line cart. When the online purchase is done, it will be delivered to their door right after they get home. After this campaign, on-line sales increased tremendously (Nov.2010-Jan.2011). this campaign, Through

ated Musical Fitting Rooms which suggested songs that suit the style of clothing being tried on. They tagged RFID chips to clothes and installed RFID readers with directional speakers in fitting rooms. When a garment is brought into a fitting room, the RIFD chip triggers the reader to play music that matches the style of the garment. Sales were closed with text messages being sent to the targets mobile containing information about the suggested song and the music store. The idea was implemented in 42 retail stores. Thus, paid music downloads increased by over 21 percent. The campaign won the Gold Promo & Activation Lion in the category: Best Temporary paign. India at Cannes 2011 India cornered 24 Lions, comprising Effectiveness one Creative three Lion, In-Store Displays in a Promotional Cam-

ble with three Silver Lions and five Bronze Lions. Its entry Silent National Anthem won one Silver metal (PR Lion) and three Bronze metals (two in Promo & Activation and one in Film). Ogilvy & Mather won a Gold Lion in the Film Craft category for their entry titled Train for Indian Railways under the Best Use of Music sub-category. BBDO Indias entry W.A.L.S Women Against Lazy Stubble for Gillette won the agency a Creative Effectiveness Lion. In the PR Lions category, the agency won two Silver metals for Gillettes Shave Sutra campaign. The Cannes Lions Festival is the world's only global meeting place for creative professionals in the communication industry. Next year this festival will be held from 3 June to 9 June 2012. At Cannes, a truly creative person does not need the approval of others any more like a lion does not need the approval of sheep. By Yamini Dhawan

Ogilvy & Mather won a Gold Lion in the Film Craft category for their entry titled Train for Indian Railways.

10,287 consumers visited the online Homeplus mall using smartphones. The number of new registered members rose by 76 percent, and on-line sales increased 130 percent. The campaign won Grand Prix Media Lion in the category: Best Use Of Outdoor Media. As for the second campaign, StarHub wanted to engage the youth segment to increase the web traffic and music downloads. They cre-

Gold Lions and 10 each of Silver and Bronze Lions. Mudra Communications scored the maximum points for India and topped the ta-

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The Good
Critical analysis of the Smirnoff Ad The ad starts with a person drinking some drink from a tin can, after drinking it he crushes the can and throws it in the sea. To his surprise the can is thrown back to him. The next scene shows a patrolling the sea. All the junk from the sea start coming out and is accumulated on the land. ship recognizing some movement from within Participants Functions Society Situation Substance Pictures Music Several adverts exist in four independent worlds: The world of the sender. The fictional world of the characters. The fantasy world of the receiver. The real world of the receiver. The Smirnoff ad strikes a chord with the audience on the below mentioned points: Strong Opening: The ad opens with the person clear bottle of purification. As the junk was thrown out of the sea similarly the company is manufacturing pure vodka for their consumers. The Smirnoff advertisement can be experienced as an interaction of various elements:

Extraordinary Purification, is the objective of the ad.

Image after all the junk accumulates on the land. After all the junk has accumulated on the land then the caption appears Extraordinary Purification, the objective of the ad. Ten times filtered another feature of the product. Triple Distilled another message . Finally the ad ends with a crystal Smirnoff and a caption clearly Smirnoff completes the which message

Purity. The ad is well linked with the process of

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drinking a beverage in a tin can. Commercial on target: The ad continuous on the same line, the can comes back to him, showing the unacceptance of sea. The message here is that the sea water is not accepting junk anymore. Visuals: The visuals show that the sea water is throwing all the junk which was previously there in it, same process is used for distillation while manufacturing vodka. Make every word count: The captions used at the end when all the junk has accumulated on the land is very impressive, the captions Extraordinary purification, Triple distilled, Clearly Smirnoff. Closing: The ad close after showing the picture of Smirnoff bottle which is crystal clear.(Bottle lies on the sand). At the end the message of purity is clear. Detailed analysis of video advertisement:Audience: Smirnoffs general target audience, by its

recent campaigns are the social, party loving 18-35 year olds who drink vodka on a night out, at home. Smirnoff is currently leaning towards the male consumers due to their sponsorship United of and Manchester recent re-

launch of Smirnoff Black. Smirnoff Ice, has a young female audience. Values: Smirnoff values the heritage of the Brand, its history and therefore the trust you can put in it. Smirnoffs brand personality consists of excitement and sophistication. Benefits: Triple Distilled, ten times filtered, smoother tasting vodka Brand Essence: Sophisticated, Smooth, Trusted, Premium Vodka. The 8 screen shots of the video ad show how beautifully Smirnoff conveyed the message, purity without using sex objects females usually used in many alcohol ads. Females being their target customers they emphasised on the features and the benefits of the product. By Gurdeepak Singh Juttla

Smirnoffs brand personality consists of excitement and sophistication.

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and The Bad

Critical analysis of the Incredible India! Ad. Picture: It is one of the most horrible pictures that could be used in an advertisement, especially to attract tourists to visit India. Message: There is no clarity in what this ad is trying to convey. If the brown face is indicating the exotic dark complexion of the Indians, it could actually be interpreted as a racist ad. With a wrinkled face and yellow teeth, this face is a sore for the eyes. Content: The headline says "coffee brown". The relevance of this headline to this One of the most important things we learn while analyzing ads is the reasons why we like or dislike an ad, and the ways by which we can improve it. So here is an attempt to bring forth an example of an ad which does not match up to the standards of its brand. A brief critique of the ad which is followed by, suggestion of how this ad could have looked better. ad or this brand could just not be interpreted. There is no relation between the two. The message in the ad says "a billion faces. A billion sites to see. Incredible India. A billion reasons to visit" there is no sync between the picture and the message. Neither does the ad show any sites, nor does it give the potential tourists any reasons to visit the country. Overall: The ad contains a By Prerna Kakkar multitude of sins: an enigmatic headline, a bad photo that doesnt say anything, awful design, and tiny copy full of hyperbole. I do not know what segment this particular ad is trying to target, but going by some incredible ads of the incredible India campaign, this ad comes across as a huge let down. We as Indians ourselves just cannot understand its significance or connect to this ad. Improvisation: I planned to place Taj Mahal as the backdrop, which is also one of the wonders of the world. I then placed different faces and dance forms and tourist locations, which highlight India's traditions, and give tourists a reason to visit our country. This is also in sync with the tagline of the advertisement.

There is no clarity in what this ad is trying to convey.

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Integrated Marketing Communication

One for all, All for one. IMC is the development of an Integrated Comprehensive Marketing Communication (Promotion) Plan that links the marketing function with the communication function to deliver Effective Marketing Messages capable of informing, convincing and persuading people to buy. Integrated Marketing Communication (IMC) is one of the most important communications trends adopted by companies in the last decade. With an increase in global competition, technological advances, and more informed customers, it is important for businesses to make a powerful impact on target audiences and markets. IMC is one such step toward an integrated approach to achieving efficiency by synergy. With the change in communication practices and technologies around the world, integration in marketing techniques is inevitable for the companies to survive in this multinational and multi-cultural world emerging globally. Integrated marketing is the holistic approach to communication in marketing. It makes use of Promotion Elements as (1) Advertising, (2) Sales Promotion, (3) Public Relations, (4) Publicity, (5) Direct Marketing, (6) Networking, Selling, and (7) Personal nonother mented. The huge geographic expanse, the cultural diversity of consumers, differences in their tastes, habits, and requirements that make it more complex task for the companies to market their goods in a streamlined and consistent manner. The concept of IMC with focused and massive marketing is fairly new to the Indian companies who have tradi-

Integrated marketing is the holistic approach to communication in marketing.

conventional elements like (8) On-line communications to develop and deliver clear, consistent, and impact-full communications capable of informing, convincing, and persuading customers to buy. Integrated Marketing Tools of IMC

Communication in Indian Business Context: India is one of the most favorite markets on the globe. The growing purchasing power of Indias huge middle class makes it attractive. However, the customer base in India is extremely frag-

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tionally experienced a mixed economy and trade restrictions back home.

1.

Lack of strategic consistency.

evaluation of brand messages. Last but not the least the key is Value and all efforts must be in level-headed way to deliver in order to reduce the cost and increase the benefits.

2. Lack of requisite skill sets among marketing staff. 3. Lack of creativity and innovation. 4. Insufficient marketing budget.

Major

reasons

for

the of

Growing

Importance

IMC in India: 1. Market is now having a rural-urban mix shape. 2. Occupational diversity (Agriculture to other skills). 3. Awareness is spreading fast. 4. Indian consumer is becoming smarter. 5. Heterogeneous Demographic Traits. 6. Diversity in economic conditions. 7. Media advertising is shifting to multiple forms of communication focusing at target centered niches. 8. Technology is getting updated rapidly. Key Challenges for IMC in India: Significant challenges to

5. Lack of a standard measurement process. 6. Lack of technology advancement support. 7. Complex cultural and social values. Conclusion: The emergence of integrated marketing communications has become a significant example of development in Indian marketing discipline. It has influenced thinking and acting among all types of companies and organizations facing the realities of competition in the present open economy. Integrated Marketing Communication (IMC) is more than the coordination of a company's outgoing message between different media and the consistency of the message throughout. By Abhishek Thakur This also facilitates in measuring the effectiveness of the overall marketing effort to In the further issues of Mark Mantra we will explain the tools of IMC in detail. Reference Advertising and Promotion. An IMC perspective. George E. Belch and Michael A. Belch. Role of Integrated Marketing Communication in modern Indian business. Dr. Surendra Sisodia and Mr. Narendra Telrandhe. Understanding Marketing Integrated Communication

The concept of IMC with focused and massive marketing is fairly new to the Indian companies

in India. Deepika Kurl, Corporate Controller, San Francisco, USA.

achieve optimal IMC performance are still in existence and acting as key barriers in way of effective IMC function in the country. Few of them are:

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Jumbo King at Crossroads

A Case study on Jumbo King Foods The Jumbo King Story Dheeraj Gupta is a graduate in Hotel Management and Catering Technology and a MBA from symbiosis Pune and his wife, Reeta Gupta is a Biochemistry Mumbai graduate University from world's largest fast-food the snack has also risen as hygiene conscious people also trust the brand. Consumers have faith in the brand which wasnt the case with road side vendors. Critics thought that this idea of branded Vada Pav would fail miserably; it was like selling branded sand on the beach! But Dheeraj proved his critics wrong and gave an identity to something which is almost a commodity. "Jumbo King is a brilliant idea," says Akbar Khwaja, managing director of United Pizza Restaurants, which has 62 franchised outlets in 26 cities. "Jumbo King has hit the right chord for Indian fast food," Khwaja says. "According to a recent survey that United Pizza did regarding the top five Indian fast-food items across the cities of Bangalore, Mumbai, Pune and Ahmedabad, vada pav tops the list, followed by pav bhajji, kathi rolls, samosas and pakodas."

chain. "But my target is the suburban train traveler." He made the snack available to the masses at just a rupee more than what it cost on the streets. He also initiated the franchisee model and now Jumbo King has more than 40 outlets all over Mumbai serving more than 40,000 customers each day. The head office looks after media, promotions, branding, etc. and they have an operations team, business development team and the Head Office coordination team. The supply chain is closely similar to that of Mc Donalds. Wherein the outlets report the daily sales in the night and as per the stock norms next day the raw pattys (vada) and pavs (bread pieces) are delivered from a central processing unit in the morning. You can find a Jumbo King at every suburban railway station in Mumbai. The number of people enjoying

and Post Graduate MBA from Symbiosis Pune. The MBA couple founded Jumbo King the branded Vada Pav on 23rd August 2001. Vada Pav is Mumbais favorite snack, its ideal for people who are always on the go. It is available by the tons on every single nook and corner of Mumbai. Vada Pav is not only delicious but also very filling and is available at a very low price (` 6 to ` 8). However, the only issue that arises is that food available on the street is not hygienic. "I was inspired by McDonald's: Behind the Arches, says Dheeraj Gupta, founder and managing director of Jumbo King, referring to the John F. Love book about the

It was like selling branded sand on the beach!

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The Competition If a business model is successful there are bound to be people who copy it, at times even better the whole process. Goli vada pav was founded by Venkatesh Iyer and Shivadas Menon in early 2004 as a single Quick service restaurant. Today they operate over 100 stores in 26 cities across Maharashtra, Karnataka & Tamil Nadu; with supply chain & technology support of a multinational food solutions

Jumbo King was the market leader in this category (of fast food) and also had the first mover advantage; of which it could not make good for long. Jumbo King's next challenge would be getting the money together for expansion. Gupta will need funds because he is changing his model. "Currently we are into 100% franchising," he says. "In the future, the ratio will be 70% franchisees and 30% company-owned outlets." Jumbo King gets 10% of sales from franchisees as its fee. Goli believes in creating a pull for the customer and has

& conditions (Jumbo King also exercises a great amount of control on its franchisees when compared to Goli) and the other reason is that Goli manages its supply chain really well and they have been able to branch out to other states where the concept of Vada Pav is little known. Goli is also in the process of coming out with its IPO very soon which will enable it to expand even further at a higher rate than Jumbo King. As on date Goli seems to be the clear winner even though it was the second entrant to the market. Vada Pav is a need in Mumbai and Maharashtra but Goli has successfully positioned it as a novelty in the rest of the states where it exists. Goli has also forced Jumbo King to re think its strategies. Questions 1) Currently, Jumbo King and Goli both do not advertise in any form. Do you think advertising will help Jumbo King in Mumbai? If so, which medium/s should

Goli seems to be the clear winner even though it was the second entrant to the market.

company (which also helps Mc Donalds in India). Strategies Jumbo King carpet believes in strategy,

only one outlet at a particular location (Dadar station area has only one outlet). Unlike Jumbo King which was present only in Mumbai (they said it was due to supply chain issues) Goli has 100 outlets across 26 cities in 3 states. Goli has managed to expand to two and a half times the size of Jumbo King due to two reasons; getting a Goli franchisee is easier than getting up a Jumbo King franchisee as Jumbo King has a number of terms

bombing

wherein they have several outlets at a particular location (Dadar Station area has around 3 outlets). Jumbo King outlets are generally located near railway stations where there are a large number of potential customers available. They position the shops in a manner that you as a customer cannot miss it, if you want to have a Vada Pav Jumbo King would be right around the corner.

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it adopt? 2) Which model do you prefer, franchise Golis 100% (considering

owned outlets? Why? 3)How can Jumbo King regain its leadership position in the market? References http:// www.jumboking.co.in http://golivadapav.com

http:// articles.economictimes.indiatim es.com/2011-08-29/ news/29941505_1_venturea st-chain-brand-building http:// knowledge.wharton.upenn.e du/india/article.cfm? articleid=4321 By Aditya Jain

that they too get 10% of sales from franchisees as its fee) or Jumbo Kings 70% franchisees and 30% company-

REAPING THE REWARDS OF RE-POSITIONING: CADBURY

The art of re positioning Positioning, in general, is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand or organization. Positioning, by itself, is a daunting task for marketers. Creating an identity for a product in the minds of the customer is a long process and can be done through extensive advertising and promotion. Sometimes, this image becomes so strong and may become a liability to the company/brand. For example, people have always associated Xerox with photocopiers. This association became so strong that people started using the words Xerox and photocopy interchangeably. So, when Xerox company launched a series of personal computers, it failed. This is one among many reasons why companies go for repositioning. Repositioning is more difficult when compared to positioning because the customers have a certain image of the product in their minds. Changing this image is what makes it so difficult. Cadbury and re-positioning Cadbury is a brand which has been repositioning itself over many years and has tasted success every time. Unlike many other brands which took this path, the reason was different. Many companies go for repositioning to beat their competition. Cadbury, on the other hand, was a market leader at the time of repositioning. They used this strategy when they saw that the

Repositioning is more difficult when compared to positioning

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the increase in sales was slow. The target segment of the chocolates division of Cadbury was kids. This was evident from their campaign which said kid in all of us. From the time they found the need for a re-positioning strategy, till the present day campaign of the real taste of life, there were a lot of changes in their strategy. These changes were made through advertising to a great extent. People still feel nostalgic when they recall the advertisement in which a girl breaks into a cricket ground and starts dancing. The advertisement said Kuch Khaas Hai Zindagi Mein, meaning there is something special about life. Even after rolling out the best campaign of the century (Abby-Ad Club, Mumbai awards) Cadbury did not rest. They came up with yet another campaign, which was one among its best. This told people that chocolates can be had anytime and by anyone, khaane waalon ko khaane ka bahaana chahiye. This meant that people can

find any reason to have a chocolate, anytime. This campaign took Cadbury to new heights. Next was the Kuch meetha ho jaaye campaign. This campaign portrayed different situations where people have Dairy Milk when they feel happy. The advertisements were humorous and the viewers were able to associate with them. Some of the advertisements of this campaign are Pappu paas ho gaya and Radha Miss Palampur. To still broaden their target market, they came up with the Meetha hai khaana, aaj pehli taaerkh hai campaign. The campaign was to target the working and middle class people. This prompted the viewer to have a Dairy Milk on the first of every month. The advertisements were exactly aired in the first and last weeks of the month. Over the years Cadbury had been making a continuous effort to replace sweets with chocolates. As a part of this, they came up with Celebrations for Raksha Bandhan and another campaign, By Gowthami Peri which was Iss Diwali aap kisko kush kar rahe hai? This was an attempt to replace sweets on Diwali with Celebrations. This was important because in India festivals are almost synonymous with sweets. Over the years Cadbury has been able to re-position itself and come up with new campaigns to attract people. By keeping their advertisements simple, being proactive and acting before their competitors, Cadbury is able to reap the rewards of repositioning.

The advertisements were humorous and the viewers were able to associate with them.

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In Conversation with Mr. G S Shridhar

An insight into the world of Advertising Mr. G S Shridhar has over twenty-five years of experience in the field of advertising. His main stints were with RK Swamy, Mudra, SSC&B Lintas and Lowe Lintas. He is currently the Creative Branch Director Head at and Lowe who have Internet access at office and possess devices such as smartphones and tablets consume more advertising through net-based platforms than on TV. Lower SECs, non-working women, retired people/senior citizens, children below 12 consume more advertising through TV than through the internet or other new-age media. According to one estimate, 40% of advertising (TM) G S spends in the USA are on the Internet (on various touchpoints like FB, Twitter, You Tube). The role of TV is significantly lower than it was 5-7 years ago. With the increasing penetration of Internet in India, we too might be heading in that direction.

GS:

All the bloody time.

Its an eternal fight in advertising. Agency believes V/s Client Wants. I would not like to quote any instance though.

TM:

How, do you think,

Lintas, Chennai. His main clients include Oman Air, UBs Vodka Brands and Shoba Developers among many others. Team thought MarkMantra that Mr.

having a celebrity in an advertisement will help the product?

GS:

Immediate eyeballs, at

the very least. A positive rub -off on the brand if a celebrity ambassador is well chosen and intelligently utilized. The secret: Dont use celebrities as celebrities, use them as normal human beings. Nike does this all the time.

Shridhar (GS) would be the ideal person to interact with, for this Advertising issue MarkMantra.

Its an eternal fight in advertising. Agency believes V/s Client Wants.

TM:
new

The past few decades

have seen the evolution of media. Given this change do you think the television still attracts the same attention? Why?

TM:

What makes and adattractive/

TM:

Can you share with

vertisement successful?

us an instance where you had to make a choice between what you thought was right and what you were expected to do?

GS:

Whoa too many

GS:

Depends on the target

things, but broadly these: Is it according to brief? Is it right for the brand? Is it correct for the category? Is it

group one is addressing. Students who are netizens, and executives/professionals

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fresh and unique? Is it believable? Is it simple and comprehensible?

GS:

Getting the right in-

(hairbrush

mandatory

for

sight, and then giving it hands and legs thats to say, stumbling upon the idea itself.

women), idealism, passion, the child in you and your resilience to work. Else just watch ads on TV.

TM:
Dont use celebrities as celebrities, use them as normal human beings.

What skills, other

than creativity, are required in the making of a good advertisement?

TM:

What would be your As told to Gowthami Peri

advice to students who want to make a career in advertising?

GS:

Understanding of hu-

man psychology and consumer behavior. Passion and perseverance.

GS:

Carry your mattress, A special thanks to Nitasha Shridhar. This interview would not have been possible without your help!

pillow, hip flask, sense of humour, multi-vitamin tablets, boyfriend, toothpaste, wife/girlfriend/ iPod, loafers, toothbrush

TM:

What is the most

difficult step in the process of making advertisement?

Quiz (Volume 1 Issue 2)

The weekly Quiz

1. Who said the famous line I have done more than anyone else to change the face of mankind.? 2. If IBM is Big Blue, Coca Cola is Big Red, who is Big Brown? 3. Speedee was the original mascot of which famous company?

4. What is the name of mascot(s) of London 2012 Olympic Games? 5. All the news thats fit to print is the tagline of ___________. 6. This magazine always featured only its founder on its cover, before Michelle Obama featured along with the founder. What is the

name of the magazine and the founder? 7.In November 1955, X opened a clothes shop on the King's Road in London called Bazaar. She named apparel Y after her favourite car. Who is X and what is Y? 8. Which Dallas (U.S.) headquartered company recently

acquired AirTran? 9. Moonbase Alpha is a multiplayer 3-D game by which organization? 10. Connect

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Answers to Quiz (Volume 1 Issue 1)

Answers to the previous Quiz

1. Theodore Levitt 2. Philip Van Heusen 3. Bombay Stock Exchange 4. Skoda Auto 5. Parle Agro 6. Its merger of four companies to give rise to Audi

7. Spot 8. Anil Ambanis Big Entertainment 9. Germany 10. Fabbrica Italiana Automobile Torino

MarkXime Events & Winners

Marketing of XPL Teams

XPL was a cricket tournament organized by the sports committee of XIME, in which a total of 6 teams participated. A group of 5 members was allotted a team; for which they would develop promotional strategies. The event was very dynamic as all the groups had to develop a new strategy for every game to counter strategies of other groups.

Team MarkMantra Abhishek Thakur Aditya Jain Gowthami Peri Malvika Kumar Prerna Kakkar Yamini Dhawan Contact Us
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