Flaunte August 2013 Edition

Transcription

CONTENTs
EDITOR’S DESK
Dear Readers,
At the very outset, we would like to thank all of you for being so kind and supportive.
This time around we have made a subtle change by introducing an all new section
“Sneak Peek”. The section boasts of the ‘international and domestic industrial
visits’ made by NDIMites.
We at Markomania ensure that every read should be full of zest, vivacity and
vividness in order to serve you all in the best possible manner. Hope it makes for
a craving read.
The August issue encapsulates ‘Retargeting Marketing’ as the Cover Story, ‘100
years of Indian Cinema’ as the Special Story, ‘Incredible India’ as the First-Cut.
The Snippets include a breath of fresh air in the form of ‘Dreamers Media’, Maruti
‘Stingray’, Rolls-Royce ‘Wraith’, Nike ‘Possibilities’ and many more.
Coming to Chanakya Niti and Mythological Management lesson, we have ‘Havells’
and ‘Janmashtami’ respectively.
We would like to congratulate the winners of our article writing competition: Susmita
Paria – “Best Article of the Month”, Disha Shah and Rony George Verghese.
Let us know your thoughts and be sure to come visit us at
https://www.facebook.com/FlauntNDIM for more of the latest integrative
marketing news and stories.
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Special Story:100 years of
Indian Cinema (4)
Cover Story: Retargeting
Marketing(12)
First Cut: Incredible INDIA (20)
Chanakya Niti:
Darkness to
Light "Havells" (24)
Mythological
Management Lesson:
Janmashtami (32)
Keep Reading! Keep Liking!
Snippets (29)
Team – Flaunte’
Markomania – The Marketing Club
New Delhi Institute of Management
Articles (34)
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20
Biz Quiz (39)
Sneak Peek (40)
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Flaunte' August 2013
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SPECIAL
STORY
4
100
years of Indian Cinema
From the era of the first finest and silent movies, from the
era of the pale grayscale duo chromatic movies, to here,
we are exploring the tech universe in film making in 21st century with the
modern marvel tools of jaw dropping special effects & not to forget those
anti-gravity intense fight scenes.
All courtesy modern day VFX & CGI. The change is imminent with time,
though the point remains whether the change is productive or not.
So before going into any further details, let’s just have a flash back of the
journey covered by the Indian film industry or Bollywood as we say it.
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1913: First silent film released, made by Dadasaheb Phalke called Raja Harishchandra. Interestingly the
heroine in the film was not a female but a young boy called Salunke, who acted as Taramati.
1930 – 1931: First sound film released. Alam Ara by Ardeshir Irani. The year also saw the launch of the first
air conditioned cinema theatre in the country- Regal cinema Bombay was opened to the public.
1937: First colour film by Ardeshir Irani called Kisan Kanya.
1946: Neecha Nagar by Chetan Anand awarded the Grand Prix du Festival International du Film (Best Film)
award at the first Cannes Film Festival.
1952: Ritwik Ghatak’s Nagarik released.
1953: Do Bigha Zameen directed by Bimal Roy was released. The film starred Balraj Sahni in the lead role. It
was the first film to win Filmare Best Film award.
1955: Satyajit Ray’s classic Pather Panchali released. Not only did the film win National Film Award for Best
Film that year, but also the Best Human Documentary award at the 9th Cannes film festival.
1957: Mehboob Khan’s epic film Mother India released. The film was India's first submission for the Academy
Award for Best Foreign Language Film in 1958 and was chosen as one of the five nominations for the category.
1960 – 1960: K Asif's historical epic drama Mughal-e-Azam releases. Starring the then lovers Dilip Kumar
and Madhubala, the film took twelve long years to complete.
1961: Hrishikesh Mukherjee’s Anuradha gets nominated for the Golden Bear award at the Berlin International
Film Festival.
1964: Satyajit Ray wins the Best Director award at the Berlin Film Festival for his film Charulata.
1969: Rajesh Khanna starrer Aradhana releases. The film went on to become a cult film making Rajesh Khanna
an overnight superstar.
1975: Ramesh Sippy’s Sholay releases. It is the only film which has enjoyed the most number of golden
jubilees. The year also saw the rise of Amitabh Bachchan as the angry young man as he starred in Yash
Chopra’s cult film ‘Deewar’.
1980 - 1982: Fashion Designer Bhanu Athaiya becomes the first Indian to win an Oscar for the film Gandhi,
by winning the Best Costume Design award.
1987: India’s first sci-fi film Shekhar Kapoor’s Mr India releases. Gives the country its favourite villain,
Mogambo (actor Amrish Puri played the role)
1987: Qayamat Se Qayamat Tak releases. A new chocolate boy called Aamir Khan sweeps the nation with his
charm.
1989: Salman Khan becomes an overnight success as Prem in Maine Pyar Kiya
1990 - 1992: Honorary Oscar for Lifetime Achievement awarded to Satyajit Ray
1993: Shah Rukh Khan plays a psycho lover to Juhi Chawla in Yash Chopra’s Darr. The film catapults SRK
to big league.
1994: Hum Aapke hai Kaun releases. Salman Khan’s ticket to stardom.
1995: Aditya Chopra’s directorial debut Dilwale Dulhania Le Jayenge breaks all records and goes on to
become an all-time blockbuster.
2000 - 2000: Rakesh Roshan launches his son Hrithik in Kaho Na Pyaar Hai. A superstar is born.
2001: Aamir Khan starrer Lagaan gets nominated for an Oscar but does not win.
2004: Dhoom became the first action movie packed with Hollywood-like stunts.
2009: Release of Amir Khan starrer 3 idiots. Turned out to be a MEGA BUSTER.
2010: Ishqiya catapults Vidya Balan to the league of the most powerful Bollywood artists.
thought of making a film and continues till the wee
end of the screening process. And the whole thing is
well orchestrated with a heady marketing mix. The
prime reason for marketing usurping silent Friday
releases of yore, is the smaller shelf life of films. No
longer we have a ‘Sholay’ or a ‘Maine Pyar Kiya’
running non-stop for years and raking in moolah in
slow burn. It is the very first weekend that decides the
fate of a film now. Silver Jubilee, Golden Jubilee etc.
have been replaced with the Rs 100 club or the bigger
Rs 200 club. And you have to break into these clubs
in quick time.
Rumour mill is passe
Gone are the days when marketing and publicity of
cinema was limited to illustrious film posters, giant
billboards and some gossip & rumours thrown in.
Movie marketing now involves more than thoughtful
merchandising, television advertisements, prerelease media hype, etc. So, all the marketing rules
of STP [segmentation, targeting and positioning]
and the inimitable 4Ps are being put to practice in
Bollywood these days. Let’s examine them one by
one, not necessarily, in that order.
Getting segmentation right
The film industry is making some serious efforts
at segmentation based on a national plus regional
marketing strategy. Bi-lingual and multi-lingual films
are released on the same day with separate promos,
slick dubbing and thoughtfully crafted songs for the
target audience. Producers are developing publicity
material around regional tastes and releasing films
in different languages simultaneously. Segmentation
can be seen in Mani Ratnam’s ‘Raavan’, which was
shot and released together in Hindi & Tamil and
as ‘Ravanan’ in the Telugu-dubbed version. The
much hyped Rajinikanth-Aishwarya Rai Tamil film,
‘Endhiran’ was christened as ‘Robot’ in Hindi and hit
theatres the same day. Care was taken in its dubbing &
production values and songs were specially scripted
to appeal to the Hindi speaking patrons. It was not a
hasty compilation for the dubbed version per se.
Keeping curiosity high
Timing of publicity efforts goes a long way in
deciding the fate of a movie at the box office. Now
publicity efforts begin as much as four to five months
in advance to make sure that the world gets to hear
about the movie. International marketing has taken
Bollywood overseas, big-time. Companies like
Special Treats which are into film marketing have
helped Hindi films like 3 Idiots and Kites, proliferate
the UK & other European markets. Wide-spread
publicity is a must these days. Today’s films keep
whetting the appetite of the audience much before
their release so their curiosity level is at its peak when
the film debuts.
Cashing on retro value
Targeting and positioning can be evidenced in
promos of films like ‘Once Upon a Time in Mumbai’.
When this Ajay Devgan starrer was released, several
multiplexes had kiosks urging people to enter a retro
There was a time when Bollywood promotions were limited to a film’s “Muhurat” or launch party, thereafter
its music release event and finally a full fanfare premier. The film industry had a simple marketing formula –
sign in a superstar, ride on a “masala” recipe and success was there for the taking. If the film turned out to be
a hit, it was followed up with a celebratory bash.
Times have changed, now the hype and hoopla surrounding a film starts right from the storyboard or the mere
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SPECIAL STORY
zone for a ’70s style fashion makeover. The posters
in metros were sophisticated and stylish, while the
same were flashy in small towns and villages. While
the characters in the film had a ’70s look to them, the
hired agency P9 developed a unique design solution
to connect with contemporary audience. It worked
on the ‘retro 70s’ theme and tried out contemporary
colour palette to help the audience relate to the film.
Similar nostalgic vein had been tried before in ‘Om
Shanti Om’ also.
Aamir – The Master Marketer
Aamir Khan has emerged as a master innovator in film
marketing, so we saw ‘Ghajini’ style haircut parlors
in auditoriums screening the film and ushers sporting
the “Ghajini” look to help seat cine-goers. He tried
similar out-of-the box thinking during the release of
‘3 Idiots’ and had the entire nation looking out for
him when he travelled across the country in disguise
as part of his unique strategy promoting ’3 Idiots’.
Aamir roamed around the country for two weeks in
disguise and challenged his fans to spot him. More
recently, he went into search mode in many a reality
show during the release of ‘Talash’. Aamir’s moves
are being aped to death by others and today, we don’t
have any single reality show on TV without a planted
star cast just before a film is scheduled to release.
Reel to real
Taking a cue from the advertising industry, Bollywood
actors are now seen adopting more unique and
innovative marketing strategies to promote their films.
To promote Ken Ghosh’s ‘Chance Pe Dance’, based on
the life of a struggling actor, lead pair Shahid Kapoor
and Genelia D’Souza spent a night together inside
a car. Megastar Amitabh Bachchan who was cast as
a media magnate in ‘Rann’ was seen reading news
on a TV channel giving a year-end news roundup.
The film’s director Ram Gopal Verma, distributed
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a ten-page daily newspaper ‘Rann Times’ till the
commercial release of the film. Similarly, to hype his
pet-project ‘Veer’, actor Salman Khan had announced
a hunt for unsung heroes who had performed acts
of heroism in their lives. All these below-the-line
activities were successful in creating a positive buzz
around these films and also got the positioning right.
“Good marketing has produced good results at the
box office. By the time you wait for the merit to show
its face, five other films have shown their merits,” Big
B aptly blogged sometime back.
On the virtual trip
Innovative marketing is not merely sweeping terra
firma but it is pervading the virtual world as well.
Films have now moved on from placing just bare
bone advertisements to interactive ones that ensure
two-way communication with the audience. Earlier,
content that was developed for the conventional
medium was copy-pasted on the internet too but
today, specific content is developed for the internet
because of the interactive nature of the medium and
the ROI. Many film-makers are collaborating with
online portals for promotional purposes to sell movierelated merchandise. In recent times, makers of films
like ‘Heroine’, ‘Jalpari: The Desert Mermaid’ and
‘Cocktail’ tied up promotional deals with e-commerce
sites like Mydala.com, Snapdeal.com and Myntra.
com, respectively. Interactive connect with youth is
propelling film producers to hook on to E-commerce
businesses to leverage film marketing. So film ads,
posters on homepage and participation on other social
platforms like Facebook and Twitter are gaining
ground. Mydala.com, an Indian social commerce and
marketing platform, tied up with UTV Motion Pictures
as a marketing partner for recent big ticket films like
“Heroine” and “Barfi”. As part of the association, the
portal ran a promotional campaign on its website as
well as social media outlets like Facebook, Twitter
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and Google+.
Knock knock
‘Jaane Tu Ya Jaane Na’, used some really innovative
web marketing, specially the eye blaster technology,
which was used for the first time in Bollywood, which
saw Imran coming right up to you on your screen.
A rich media banner was created where Imran Khan
comes alive to interact with the user on his desktop,
walks on the website, looks around, knocks on the
screen and then walks into the advertisement and
even jigs to the tune of the song Kabhi Kabhi Aditi
Zindagi… A separate shoot was done only for this
advertisement which had a click-through rate (CTR)
of 2.8%. The average CTR of banner advertisements
averages a piddly 0.3% otherwise. Five lakh users
replayed the ‘Jaane Tu…’ advertisement and also
generated positive word of mouth. Imran coming
knocking on the computer screen made one curious
about what he’s doing there? This worked well for
both the song and the film.
Akshay Kumar starrer, ‘Singh Is Kinng’ partnered
with web portal India FM for an interactive campaign
where Kumar was seen doing stunts while the users
played a game as Akshay Kumar. ‘Love Story 2050’
and ‘Jaane Tu…’ had online groups on Facebook
much before the release where the film’s pictures
and posters were put up and the group facilitated
discussion on the film. Movie Talkies launched an
application for ‘Jaane Tu…’ on Facebook on the day
of the release, where users were discussing the tagline
of the film — so when do you know it’s love?
Selling – Not just tickets
Such Viral marketing was used by the makers of
“Heroine” also who collaborated with portals like
Fashionara.com. Pre-orders for clothes were opened,
inspired by actress Kareena Kapoor’s glamorous look
in the film. Movies have started to allot a fair share of
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the marketing
budget
to
online media.
In
addition,
the web is
relied
upon
heavily
for
word-of-mouth
publicity and
sales of movies
and
music.
So, we see
bookmyshow.
com
etc.
thriving on this trend. Movie merchandising is
moving online. New revenue streams, apart from
theatrical collections are an established norm these
days. ‘Cocktail’, featuring Saif Ali Khan, Deepika
Padukone and Diana Penty, partnered with Myntra.
com where the film’s merchandise was put on sale.
The trendy collection on the website offered a mix
of funky, casual and sporty clothes, similar to those
worn by the star cast in the film. Another e-commerce
site, Getthelook.in, had also launched a line of
apparels replicating the styles of Shahid Kapoor and
Priyanka Chopra from the movie ‘Teri Meri Kahaani’.
Earlier, superstar Shah Rukh Khan had partnered with
Homeshop18, where the original merchandise of his
mega-budget film ‘RA.One’ was put on sale for one
and all. Downloadable games were also released to
whet the online buzz.
Getting into the classroom
August academia has also started to provide insights
into film marketing these days. A study group
of students of Indian Institute of Management,
Ahmedabad (IIM-A) have done extensive research
and have devised a model for blockbuster forecasting.
They have cracked the blockbuster code to help
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SPECIAL STORY
the opening risks of a film. The study looked at 50
Hindi films released in the last 10 years. Among
others, films like ‘3 Idiots’, ‘Cocktail’, ‘Ghajini’,
‘Gangs Of Wasseypur’, ‘Kahaani’, ‘Ek Tha Tiger’
and ‘Bodyguard’ were studied.
Count your money
Marketing spends for movie trailers on television,
out-of-home advertising, promotion on websites
and celebrity promotions were taken into account. A
typical Hindi film with a budget of Rs 35-40 crore,
should utilise stars more effectively in promoting a
film, the team avered. Even if a film is made with
a tight budget of Rs 10 crore, it should spend on
marketing to succeed in the opening weekend. Any
film with Rs 10 crore budget and no star should spend
around 70-80% [Rs 7-8 crore] while a film with Rs
50-100 crore budget and a star can spend upto 2030% [Rs 10-12 crore] for promotion. Small budget
films require more attention as about 250 Hindi films
release every year and it takes high visibility to cut
the clutter.
Bollywood predict a film’s future at the box office,
at least during the first three days. The study by the
team — visiting faculty Bharathan Kandaswamy and
final year students of IIM-A — say that irrespective
of the genre and content of a film, the pre-release
marketing budget decides the opening weekend’s
success for a film. Their mathematical and statistical
model figures out the correlation coefficient between
a film’s marketing budget and its success within the
first three days of its release. The correlation reduces
A success formula?
However, the film’s success in the first few shows
doesn’t mean it will be a hit. Like any amount of
marketing cannot save a bad product, similarly only
hype cannot sustain a bad film. A film may slip at the
box office after a successful opening. The marketing
budget will have an impact in first few days but that
doesn’t mean it can turn anything into a hit.
Blockbusters, Sleepers, Bombs
Films can be classified into three buckets – type one
are films with a high marketing budget and successful
in the first three weeks. These are called blockbusters
or super hits, typically such films have global releases
& a wider screen share in the domestic market as
well. The strategy is to roadblock other competing
films and rake in the money within a short span.
Additionally, nullifying piracy by ensuring wider
availability. Secondly, films with a low marketing
budget, which fail to pull audiences to the theatre
initially, yet run for 40-50 weeks, later, are called
sleepers. These films opt for niche marketing and pick
up gradually and generally do not have star power to
initiate a big bang launch. Thirdly, movies that fail in
the first week itself are called bombs or flops. These
are bad products with or without publicity.
Armed with such knowledge, film producers and
directors can at least make an honest attempt to make
it big or minimize their losses. This space shall witness
more professional activity in the days to come and
it would not be an exaggeration to expect complete
professionals taking over the filmy types in the days
to come.
One can’t simply deny that it was the marketing
only that resulted in the humongous success of
entertainment flicks like Dabbang, Chennai express.
It was simply about building a brand & selling movies
around it though the occasional feast for eyes emerges
creating a differentiation in form of Pan Singh Tomar
& Bhag Milka Bhag.
the Indian market, have begun marketing their films
here aggressively. Movies like Casino Royale, The
Adventures of Tintin, Rio and Mission Impossible:
Ghost Protocol were released in India even before the
US release date. Clearly, the appetite for Hollywood
films has been rising by 10%-12 % every year due
to a range of drivers, including burgeoning middle
class, increasing English speaking population, rising
awareness and international exposure - directly as
well as through the internet, spread of multiplexes,
and dubbing of the films into local languages.
As the world has become a global village, the Indian
film industry has reached out further to international
audiences. Apart from regular screenings at major
international film festivals, the overseas market
contributes a sizeable chunk to Bollywood's box
office collections. Regular foreign Investments
made by major global studios such as 20th Century
Fox, Sony Pictures, and Warner Bros put a stamp of
confirmation that Bollywood has etched itself on the
global podium.
Technological transformation
Most cinemas today using digital projection
technology, use 2K digital projectors that provide an
image with a resolution of 2048 x 1080 or 2.2 mn
pixels. 4K digital projection doubles those dimensions
to 4096 x 2160. This equals 8.8 mn pixels, exactly
four times the count of 2K projection.
This year Cannes had celebrated 100 years of Indian
cinema with the screening of Bombay Talkies
followed by a gala dinner.
In the last 100 years, Indian cinema has found a
market in over 90 countries, including a big target
audience in the UK, US, Australia and Canada, where
films from all over India are screened, appreciated
and equally criticized.
The booming film market has led several international
film makers to invest in India. Hollywood films grow
more popular in India every year. While their appeal
is mainly in the metros, it is also true that dubbed
versions of these films, be it in Hindi, Tamil or Telugu
have been doing extremely well too - and in non-metro
towns. Hollywood studios, realizing the potential of
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RET ARGET ING
MARKETING
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COV
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S
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etargeting is a form of online advertising
that can help you keep your brand in front
of bounced traffic after they leave your
website. It is also known as remarketing.
Retargeting is the practice of serving ads
based on prior engagement. While there is more than
one form of this technology, the most frequently used
is site-based retargeting. (Other forms include search
retargeting, email retargeting, and CRM retargeting.)
Site-based retargeting is the practice of serving ads to
people who visit your website after they leave. These
ads appear on a variety of other sites around the web,
keeping your brand in front of your bounced site visitors
in an attempt to bring them back.
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COVER STORY
How Does Retargeting Work?
Retargeting is a cookie-based technology that uses
a simple Javascript code to anonymously ‘follow’
your audience all over the web. When someone visits
your website, a few lines of code provided by your
retargeter will drop an anonymous browser cookie.
This cookie is a small file that stores information. The
cookie will store the site visit, but does not store any
sensitive information, such as the site visitor’s name,
address or any other piece of information that might
personally identify the visitor.
When someone comes to your site, a cookie is
dropped, and eventually, they leave and visit another
site. The cookie lets your retargeter know when one of
your bounced visitors appears on another site. If there
is available ad space, your retargeter will bid on that
space in real-time, and if they are the highest bidder,
will secure the ad space before the page loads.
This entire process is automated and occurs within a
fraction of a second. By the time the page loads, the
ad space will have been purchased and your ad will
appear alongside the page content.
Here’s how it works: you place a small, unobtrusive
piece of code on your website (this code is sometimes
referred to as a pixel). The code, or pixel, is
unnoticeable to your site visitors and won’t affect
your site’s performance. Every time a new visitor
comes to your site, the code drops an anonymous
browser cookie. Later, when your cookied visitors
browse the web, the cookie will let your retargeting
provider know when to serve ads, ensuring that your
ads are served to only to people who have previously
visited your site.
Retargeting is so effective because it focuses your
advertising spend on people who are already familiar
with your brand and have recently demonstrated
interest. That’s why most marketers who use it see a
higher ROI than from most other digital channels.
Who Can Benefit From Retargeting?
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The prototypical use case is the Zappos example: you
visit Zappos, look at a pair of shoes, and leave the site
without buying. Then you see Zappos ads all over the
web.
This example describes the process simply and
effectively, yet its ubiquity may help reinforce the
misconception that retargeting is only an ecommerce
solution.
Retargeting is very commonly used by ecommerce
companies, and rightfully so, as it is one of the
most effective ways to bring back bounced traffic
and combat shopping cart abandonment. However,
ecommerce companies are certainly not the only
businesses that can benefit from this technology.
B2B companies are often the perfect candidates
for retargeting, as it can help them stay in front
of leads during longer purchase cycles. Schools,
particularly higher education, can use retargeting to
increase enrollment and donations. Recruiters can use
retargeting to keep their companies in front of qualified
applicants and increase application completion rates.
Events or entertainment brands can use retargeting to
increase ticket or merchandise sales.
And these are just a few examples. Ultimately, any
website that does not see 100% conversion rates is a
great candidate.
Remarketing with Google Analytics
1)
Only run one piece of code, preferably Google
Analytics
When remarketing was launched, the only way to
implement it was via Google AdWords. A different
piece of code had to be added to various pages of
a site in order to build lists. This was a very time
consuming and messy method of adding the code, as
such, Google then released a further update which
allowed advertisers to make a simple change to their
Google Analytics code which goes across every
page of a site. Many advertisers did this but left the
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AdWords remarketing code in place on the site alongside the Analytics code. It is important to only to run with
one type of code and as Google Analytics allows for the most flexibility.
2)
Update Privacy Policy to include cookie information
When commencing a remarketing campaign strategy, advertisers must ensure that they add a section to their
Privacy Policy highlighting how cookies will be used. If you are using the Google Analytics remarketing
code, it is important to explain to visitors how Google AdWords, Google Analytics and DoubleClick cookies
are used. The screenshot below shows an example of how this should be laid out and communicated.
3)
Select the right profile in Google Analytics
When creating a remarketing list in Google Analytics, the first thing you are asked is to select the profile that
you want the remarketing list attributed to. If you don’t have a profile set up in Google Analytics that excludes
visits to your site from your internal IP. You need to be able to see how much actual traffic your website
generates from outside your organisation.
When it comes to building a remarketing list, there is no point following your employees round with adverts
as they are:
•
Never going to convert
•
Going to drive wasted impressions
Based on this, when you select the profile to allocate your remarketing list too, it is recommended that you
select the profile which does not contain visits from your internal IP.
4)
Get a naming strategy in place
Before you start building remarketing lists, it is important to get a naming strategy in place as once you have
created and named a list, this can’t be changed in the future. If you are only creating a few lists, this will not
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cause you any problems but if you are looking to create multiple targeted lists, you will want to name them in
a way that is clear to understand what the list contains for future use.
5)
Set your membership duration to 540 days
The default membership duration for a visitor remaining in a remarketing list is 30 days. This is fine if you
have a website that generates thousands of visitors a month but if you don’t drive this much traffic and leave
the default membership duration, you will build a list and lose people out of the list every 30 days. Google
Analytics allow you to change the membership duration to set it to a maximum of 540 days.
6)
Get at least 100 people in your list before you start
In order to commence a remarketing campaign, your list needs to contain at least 100 people. The sooner you
get the code on your site, the sooner you will be able to start building your lists. Even if you don’t want to
kick start the campaign straight away, lists take time to grow so getting the code implemented will give you a
head start.
7)
Build custom combination lists in Google AdWords
Custom combination lists are used by advertisers to de-dupe one list from another. For example, you may have
two lists; one that contains all visitors that come into your site and another that contains all the people that
have converted. You would use a custom combination list to target all visitors that have not yet converted on
your website.
Although you can build these types of lists in Google Analytics, my recommendation is to do this using
Google AdWords. They are much easier to create and once running, it is easy to see how many people you
have in your list.
8)
Entice visitors back to your site using targeted ads
If you want to pull visitors who have left your site, back into your site, the easiest way to do this is by creating
eye catching adverts that are relevant to the visitor.
The screenshot below shows different types of adverts, each with a call to action or offer. I particularly like the
example from Virgin Experience Days, where I visited their site and left and within a couple of minutes the
advert below was following me enticing me back into the site to purchase with an offer.
are searching on Google, they are actively looking for answers to questions or are looking to buy, so the CTR
is often much higher.
When you are looking at the conversions and Conversion Rate from your remarketing campaign, the number
of conversions reported can sometimes look low. If this is the case, switch on the column that shows you how
many View-through conversions you have had as this gives you an accurate reflection of how many people
have seen your ad prior to converting.
11)
Send ads to dedicated and well optimised landing pages
As with any PPC campaign, sending the traffic to the most relevant landing page on your site is going to help
your conversions. Depending on how much traffic your campaign generates and how targeted the list is, it may
also be worth considering creating dedicated landing pages to help boost the conversion rate further.
One example of this would be if you were running a Valentine’s Day remarketing campaign. Rather than
driving traffic to a generic landing page, creating one specifically mentioning Valentine’s Day and referencing
your campaign should help to improve the performance and results of the campaign.
12)
Continuously refine sites showing your ads
One of the benefits of remarketing with Google AdWords is that, you can see the sites that your ads are being
shown on. You can use this data to continuously refine where Google is placing your ads as you will find that
some sites work much better than others.
In order to see this data, navigate to the Display Network tab within your campaign in Google AdWords and
then select the sub-tab for Placements. You will then be able to expand on your Managed Placements and
Automatic Placements.
If you have not set up a Managed Placement campaign yet, Google will be determining which sites to show
your ads on. You should use the Automatic Placement list to find sites that work well for you and add them
into a Managed Placement campaign but also find the sites that don’t work for you and add them to your site
exclusion list.
By continuously refining the sites and moving good sites into a Managed Placement campaign, you will:
•
Find the management of your account much easier
•
Get better results from your campaign
•
Limit wasted spending as you will be showing ads on sites that work for you
9)
Create multiple campaigns for each desired goal
One of the common mistakes people make when commencing remarketing is to only create one campaign in
Google AdWords that contains multiple ad groups.
Best practice is to create multiple campaigns, one campaign for each of your desired goals. By doing this, you
will find your campaigns a lot easier to manage and have a clearer understanding of what is working and what
is not.
13)
Update Frequency Capping in Google AdWords
Frequency Capping is often forgotten as it is hidden away within the AdWords settings but it is very important
to remember this when you are running a remarketing campaign. You need to set this so that people don’t see
your ads continuously throughout the day. How often you want them to see your ads is up to you and this will
vary from industry to industry.
A safe bet for me is to limit the frequency to three times per day.
10)
Expect to see a low CTR but high Conversion Rate
Typically with remarketing and display campaigns, advertisers see a very low Click through Rate (CTR) as
ads are shown on websites where people aren’t necessarily searching for a product or service. When people
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COVER STORY
14) Watch any traffic drops if using the default GA code
Some industries have reported up to a 50% drop in reported traffic in Google Analytics after they make the
change to the Google Analytics code to start remarketing. The reason for this is that the Google Analytics
remarketing code uses the DoubleClick javascript. People that use that have ad blocking software installed on
their computers will automatically not trigger the code so the traffic will not be recorded in Google Analytics.
For the past year retargeting has been getting some serious attention. Some retargeting companies have really
emerged as leaders.
Adroll has been around since 2007, rocking the display advertising world and pushing the limits on targeting
capabilities. They have a hot shot team with decades of experience in optimization and creative strategy. They
are based out of San Francisco, and have been making some serious waves in the retargeting space.
ReTargeter was founded in 2009 by Arjun Dev Arora, and in three short years they have really made a name
for themselves. While their roots are in site retargeting, they spent the last year really branching out and now
offer services around social retargeting and email marketing. They also have chosen to integrate closely with
a number of other big-name products out there like KISSmetrics, and SlideShare.
spent some minutes on www.kogan.com.au researching and evaluating their product range, including visiting
the checkout page of one of their products, though I didn’t go through with the purchase.
Then when I visited YouTube, the below ads were displayed again. Coincidence? No, it’s Google’s ReTargeting Tool hard at work!
Dynamic Retargeting
There is another type of retargeting which is called
Dynamic Retargeting
In Dynamic Retargeting it shows
personalized display ads with the
products that the users are most
interested in. Product images,
prices, offers, etc. are selected
dynamically from a feed in realtime.
The Fetchback guys have been around since 2007 under the direction of Chad Little. They've been growing the
brand steadily with lots of great content and conference appearances ever since. For example few days ago I
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T
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ourism has become the one of the fastest growing
markets in India, contributing a great deal in
making a place for itself in the world map of top
tourist destinations. It is a country with many
exquisite locations, a diverse culture with many colourful
festivals, and a rich variety of traditional arts and crafts,
foods and customs. Incredible India is the name of an
international marketing campaign by the Government
of India to promote tourism in India in 2002 to a global
audience.
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FIRST CUT
Marketing Campaign
Tourism is a major industry in India and the Ministry
of Tourism launched a campaign to promote
Incredible India as a tourist destination in 2002. The
phrase "Incredible India" was adopted as a slogan
by the ministry. Before 2002, the Indian government
regularly formulated policies and prepared pamphlets
and brochures for the promotion of tourism, however,
it did not support tourism in a concerted fashion.
However, in 2002, the tourism ministry made a
conscious effort to bring in more professionalism
in its attempts to promote tourism. It formulated an
integrated communication strategy with the aim of
promoting India as a destination of choice for the
discerning traveller. The tourism ministry engaged the
services of advertising and marketing firm Ogilvy &
Mather (India) (O&M) to create a new campaign to
increase tourist inflows into the country.
The campaign projected India as an attractive tourist
destination by showcasing different aspects of Indian
culture and history like yoga, spirituality, etc. The
campaign was conducted globally and received
appreciation from tourism industry observers and
travelers alike.
Incredible India Campaign - World Travel Market
2012
Last year, the Tourism Minister, K Chiranjeevi, had
numbers: 2011 saw a 13.8% rise in domestic tourism
over the last year, while the number of foreign tourist
arrivals between January and October 2012 saw a
growth of 6.2% over the same period last year.
During the Press Conference there was a presentation
from the World Travel Awards – the ‘Oscars’ of travel
– for Incredible India winning Asia’s Leading Tourist
Board 2012, and India winning as Asia’s Leading
Destination 2012.
The Incredible India campaign has a fun, fastpaced video showing a beautiful young woman
travelling across India – motorcycle riding, Varanasi
contemplating and Diwali colour paint-throwing
and is accompanied by spectacular colour photos.
Taglines for the ‘Find What You Seek’ idea include
a call to ‘watch a camel race, escape the rat race or
contemplate the human race.’ Appealing to what it is
you want from India. The new ‘Find What You Seek’
campaign aims to highlight to consumers that they
will find whatever they are looking for from a holiday
in India, creating an awareness of the destinations
and products available in India which in turn aims to
increase international visitor figures by 12 per cent
each year until 2016.
A domestic campaign to attract Indians to ‘Go Beyond‘
the usual sights and visit bird sanctuaries, temples and
spectacular natural features with split screen photos
showing both sides of India for example half real life
tiger and half stone temple tiger statues.
The main aim of the commercial advertisement is
to establish a sense of relatability, make it more real
than simply colouring India's various locations into
postcard prettiness. "A tourism film works if it can
make the traveller come back for a second visit,”. So,
in the 2013 commercial, when someone on a boat asks
Malone if this is her first time here, she proudly says,
in Hindi, "doosri baar". Judging by how widely the
video has been shared on social media platforms, it
launched a new Incredible India 2013 international is safe to say that the campaign is making home runs,
advertising campaign at World Travel Market 2012. even at home.
The campaign includes international television
advertising and a huge print and electronic media Impact on Indian Tourism
campaign starting December 2012. Incredible
India, the official India tourist board, has appointed
destination specialists McCluskey International as the
representatives for PR activity in the UK during last
year’s World Travel Market.
The Ministry of Tourism launched two separate
campaigns under ‘Incredible India’ – the international
campaign ‘Find What You Seek’ and the domestic
Campaign ‘Go Beyond’. This 'paradigm shift' is in
response to and responsible for some very encouraging
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The Incredible India campaign increased the foreign and domestic tourist arrivals in India since its inception.
from the year 2002, the year in which Incredible India brand line was launched, to 2012, ‘Foreign Tourist
Arrivals (FTAs)’ to the country increased from 2.38 million to 6.65 million (provisional). During the same
period Foreign Exchange Earnings (FEE) have increased from Rs 15064 crore to Rs 94487 crore (advance
estimates). The domestic visits during the same period increased from 269.60 million to 850.90 million
(provisional).
The Campaigns are a regular feature of the Ministry’s promotional activities and are carried out keeping in
mind the Ministry’s goal of overall development of tourism to and within the country.
The Ministry of Tourism, as part of its on-going activities, releases print, electronic, online and outdoor media
campaigns in the international and domestic markets, under the Incredible India brand-line. Besides, the
Ministry through its overseas offices, organizes road shows, Know India seminars, workshops; participates
in various fairs, exhibitions and events to promote various Indian tourist destinations and products. The
campaigns include holistic promotion of various Indian tourism products and destinations of the country.
Ogilvy India has won the creative duties for the Incredible India campaign promoted by the Ministry of
Tourism. The agency's Delhi office will handle the mandate for the next three years.
To attract more visitors India introduced “Visa on Arrival” (VoA) in January 2010 for citizens of five countries;
Finland, Japan, Luxembourg, New Zealand and Singapore, visiting India for tourism purposes. This scheme
was extended for the citizens of six more countries, namely Cambodia, Indonesia, Vietnam, Philippines, Laos
and Myanmar from January 2011.
Please visit at https://www.facebook.com/FlauntNDIM to view ads.
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CHANAKYA NITI
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Dreamers Media Will Pay Your Car EMI
Dreamers Media and Advertising have launched an interesting scheme for Out Of Home (OOH) advertising. The
company will pay the EMI of your car which you buy through them, in return you will have to allow them to run
advertisements. So how does it work? You decide a car you want to buy (up to a maximum of Rs. 6 lakhs) and pay
25% down payment on the 5-year loan. The car will be bought through Dreamers who will then pay the first three years
EMI on the vehicle. The remaining 2-years EMI will have to be paid by you. You are eligible if you travel a minimum
of 1500 kms a month. The company will cover 40-60% of your car with advertisements and you have to keep your car
clean and not tamper with the stickers or VTS (a device which tracks how many kms you have done).
Dreamers Media and Advertising is targeting people from middle income group who have an annual income of less
than Rs. 10 lakhs. The scheme is open all over India and will be expanded to other parts of Asia Pacific and the
Middle East. Does this scheme from Dreamers Media sound lucrative to you? You can get in touch with them at
[email protected].
ISRO, Tata Motors develop India's first fuel cell bus
For the first time in the country, a Hydrogen-powered automobile bus has been developed by Tata Motors and Indian
Space Research Organization (ISRO) after several years of research. It's a CNG-type bus. Hydrogen in bottles at high
pressure is stored at the top of the bus and there would be zero pollution. The hydrogen cells were a spin-off of the
cryogenic technology that ISRO had been developing for the last few years. This is a leap for automobile industry for
future transportation. In this vehicle there will be zero pollution since the product of cold combustion is water. This is a
result of great team work of Tata Motors and ISRO specialists with contributions from DSIR (department of scientific
and industrial research) and PESO (Petroleum and Explosive Safety Organisation).
This R&D work is the first endeavour in India which will put the nation in the club of
hydrogen fuel cell driven bus which will eliminate pollution totally and also the dependency
on importing the fossil fuel. It is envisaged replacing most of the city buses in Tier A cities
by using available Hydrogen from the fertilizers plant and refineries as a byproduct.
Hero Cycles opens aluminium cycle unit at Ghaziabad
Targeting the premium bicycle market which is growing at 40 percent annually, Hero cycles opened a new allaluminium cycle plant here with an aim to increase sales five-fold.
The company launched two all-aluminium cycles - 'Astra' and 'Orion' - under its
premium 'Octane' brand. The bikes will be starting from a base price of Rs.7,000.
The new plant, which has been set up in Hero's existing Ghaziabad based plant will
produce one lakh cycles annually and will play a major role in helping the company
realize its goal of achieving 15 per cent growth this year. So far, the company was
importing aluminium frames for production of its high-end bicycles but now the
production will be indigenised and cut costs.
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Nike Redefines "Just Do It" with New Campaign
New “Possibilities” campaign takes "Just Do It" from inspiration to action, enabling viewers to participate in challenges
through the Nike+ digital ecosystem. Nike’s new campaign, “Possibilities,” inspires viewers to push their limits and
strive to reach new goals through a variety of playful scenarios featuring an all-star cast of athletes and guest stars.
Digital and social media activations help viewers to #justdoit themselves through a series of Nike+ challenges. The
film begins with the line, “If you can run a mile, run a race, run a marathon, outrun a movie star.” Different challenges
and scenarios emerge, each challenging characters in the film - and the audience - to push themselves to new limits.
The film features basketball star and reigning NBA MVP, LeBron
James; world No. 1 tennis icon Serena Williams; Gerard Pique of FC
Barcelona and Spain; and boxing sensation Andre Ward. As part of
the 25th anniversary of ‘Just Do It," the inspirational message doesn’t
stop when the film ends. “Possibilities” seeks to inspire everyone in
their personal achievements through Nike+. The film is a challenge
to the audience, who can physically take part in the film’s concept
through a series of Nike+ challenges.
Maruti drives in compact Stingray
With an aim to create some excitement in the domestic auto industry bogged down by slowdown
blues, country's largest carmaker Maruti Suzuki India (MSI) today launched its compact car Stingray,
priced between Rs 4.09 lakh and Rs 4.67 lakh (ex-showroom Delhi). Indian auto industry has been
going through a slowdown, but despite this customers continue to buy Maruti cars. The company
will now have nine models in its compact car portfolio with the addition of Stingray. With the new
model, the company hopes to replicate the success it got with
WagonR brand, which has cumulatively sold 1.3 million units
in India since its launch in December, 1999. It is also the
second highest sold car in India after Maruti Suzuki's Alto.
Stingray, targeted at young customers, is about Rs 20,000 more
expensive that the existing WagonR, which would continue to
be in the market. It is powered by a 998 cc petrol engine and
is available in three variants. The company will also roll out
a CNG model soon.
Google buys virtual imaging patents from Foxconn
Google has bought virtual imaging patents from Taiwanese supplier Foxconn that could be used in its interactive
"Google Glass" devices.The patents relate to a technology that permits virtual
images to be super-imposed over real ones, according to media reports. They
could be used in the interactive voice-activated eyewear being developed by
the US Internet giant. A prototype is currently in testing. Foxconn Technology,
also known under the name Hon Hai Precision Industry, is the main supplier
in Asia for Google's biggest rival Apple, particularly for the manufacture of
iPhones.
Nippon Paint launches paint with odourless air care
Japan-based Nippon Paint Group today launched odourless air care product which cleanses the air by absorbing the
indoor air pollutants. The latest product from the company would initially available in Tamil Nadu and Andhra Pradesh
markets. It would be later rolled out in the other markets in coming months.
Developed to improve air quality, Nippon Paint Odourless AirCare uses
Active Carbon Technology which absorbs free “formaldehyde” from the
air and converts it to water vapour while strengthening the paint film.
Nippon Paint Odourless AirCare draws on the strength of Nippon Paint’s
experience. It caters to the needs of consumers as well as offers protection
against indoor pollutants surroundings.
Jet becomes first Indian airline to order Boeing 737 Max planes
Plane maker Boeing has booked its first order for its fuel-efficient 737 Max aircraft from India, following Jet Airways'
decision to acquire 50 such planes. Boeing and Jet recently concluded a purchase agreement for the 737 Max-8. The
737 Max is expected to enter service in 2017.
At list price, the deal for 50 planes is valued at $5
billion ($100.5 million for each plane).
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Nissan launches SUV "Terrano"
Japanese automobile maker Nissan launched its compact SUV, Terrano at a starting price tag of sub-Rs 10 lakh. The
launch coming at a time when automobile sales are at an all-time slow down due to prevailing economic conditions
among other negative factors.The newly-launched vehicle will go on sales across the country from October this
year, the company said. Though the Sports Utility Vehicle (SUV)
has been one of the highest grossers in the last few months, its
growth slowly started to decline as the industry slumped. Despite
low numbers, the compact SUV segment which comprises French
carmaker Renault Duster and American Ford EcoSport has been
riding high since their respective launches. The Terrano have been
developed specifically for the Indian market keeping the lineage
of Nissan’s advantage of a large assortment of SUVs.
Rolls-Royce launches 'Wraith' in Maharashtra
Ultra-luxury British carmaker Rolls-Royce on Friday rolled out its new model 'Wraith', priced at Rs 4.60 crore, in
Maharashtra. The four-seater coupe is powered by a twin-turbo V12 engine coupled with a eight-speed automatic ZF
transmission. The engine is powerful enough to generate 624
brake horse power.
India remains one of the most important markets for RollsRoyce in Asia. Wraith is drawing interest from the new
customers who have not considered a Rolls-Royce before.
Wraith will be a key to Rolls- Royce success in the Indian
market.
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MYTHOLOGICAL MANAGEMENT LESSONS
JanmashtamI
J
anmashtami - Celebrating the
birth of Lord Krishna. Ashtami is
significant as it indicates a perfect
balance between the seen and the
unseen aspects of reality; the visible
material world and the invisible
spiritual realm. Krishna teaches us devotion
with skill. To celebrate Janmashtami is to
imbibe extremely opposite yet compatible
qualities and manifest them in your own life.
Hence the most authentic way of celebrating
Janmashtami is knowing that you have to play
a dual role - of being a responsible human
being on the planet and at the same time to
realize that you are above all events.
Krishna’s birth onAshtami signifies his mastery
of both the spiritual and material worlds. He
is a great teacher and a spiritual inspiration
as well as the consummate politician. On one
hand, he is Yogeshwara (the Lord of Yogas the state to which every yogi aspires) while
on the other, he is a mischievous thief.
The unique quality of Krishna is that he is
at once more pious than the saints and yet a
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thorough mischief-monger! His behaviour is
a perfect balance of the extremes - perhaps
this is why the personality of Krishna is so
difficult to fathom. The avdhoot is oblivious to
the world outside and a materialistic person, a
politician or a king is oblivious to the spiritual
world. But Krishna is both Dwarkadheesh
and Yogeshwar.
Krishna’s teachings are most relevant to our
times in the sense that they neither let you
get lost in material pursuits nor make you
completely withdrawn. They rekindle your
life, from being a burnt-out and stressed
personality to a more centred and dynamic
one. Krishna teaches us devotion with skill.
We have to give full devotion towards the
task assign by the Organization and work
should be like that everybody will praise our
task. To celebrate Gokulashtami is to imbibe
extremely opposite yet compatible qualities
and manifest them in your own life.
Love-incarnate Lord Krishna imparts
Supreme bliss to all, right from the simple
cowherds to the greatest of erudite scholars.
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The job was done. The Lord knows that
Vasudev invokes the Lord in his mind, Devaki
carries Him in her womb, Yashoda cuddles one has to give something in order to attain to
him in her hands; but Nanda has established Him. So He asked for the sandalwood pulp.
The giver of everything to the world addresses
him right in his heart.
the ugly hunchbacked who does the work of
Nand Gher Anand Bhayo... 'There is jubilation putting sandalwood pulp, as a beauty. She
responds to Krishna’s affection and gives
in Nanda's house' (Hail Sri Krishna)'
Him the sandalwood pulp and the job is done.
Like with the help of Satsang invoke God
in your mind. In the same way, we have to (By such divine play of his) Lord Krishna
follow the learnings of good people working tells that love alone is the supreme ruler in
in the organization. Then with meditation take the world. Always we have to give respect
Him to your heart. Next hold Him lovingly in to our seniors, juniors and team members.
your arms and finally embrace him to become Swami Ramtirtha used to say that Law is the
established in your very Being. The Lord leading means of protecting one’s rights and
hungers for love and that is what made him exploiting others. People can be forced to do
dance to the tunes of the loving Gopis for things under threat of punishment or terror,
but whatever righteousness and order exists
buttermilk.
in the society today is because of Love. The
Krishna was passing through – Madhura city. mother nurtures and brings up her child out
People were standing on both sides of the road of love. The child too serves the parents, the
and were being enraptured by His irresistible Guru or the society out of a sense of duty
charm. His delightful manners and His and love. Kabirji says: ‘ Love is not grown in
kind glances. While people were spellbound plantations, nor can it in the market place be
watching Lord Krishna, the Lord has his gaze bought, Whether you are a sovereign ruler or
fixed on a hunchbacked woman. Her name a subject remember this, that only he who can
was Kubja and she is taking sandalwood pulp surrender his ego can buy it.’
to Kamsa, the king of Mathura. The Lor says Lord Krishna took some sandalwood pulp
to the hunchbacked woman, “O beautiful from her and pressing her feet with his toes
when he jerked her by the chin then the
one!”
Behoulding beauty in that ugly woman! What hunchbacked ugly woman actually became
a Brahma was ours! Kubja thought He might extremely beautiful. Great are the ways of the
be addressing a beautiful damsel; she was well Lord!
aware of how she looked with her hunched Therefore, this festival teaches us to love
back. She went on her way, hitting the dust whatever the job we are doing happily and
with her sandals as she walked Krishna always ready to face the new challenges in the
called again, “O lovely woman!” Now Kubja organization and in our life.
pondered that there were all males and no
female there. Still she went on. Krishna called
again with all affection, “O young woman!”
Now Kubja’s affection was kindled too and
she responded, “Yes, Sundara, (beautiful dark
boy)! Tell me.”
Krishna said, “Will you give this sandalwood
pulp to me?”
She said, “By all means. Here it is for you.”
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ARTICLES
“Best Article of the Month”
Amul, Mother Dairy, Nestle, Danone:
Embarking a Yogurt era
T
he fact that we all crave for something sweet
at the end of our meals is a known fact to all
the Indians! A good meal should end with
something sweet is what we believe in. It
was with this consumer insight that many national
companies like Mother Dairy and Amul have entered
the Yogurt section. Brands like Nestle and Danone
were already players in this segment in other parts of
the world. Entering in this section in India was only
natural to them. The Yogurt segment is now flooded
with umpteen varieties and flavours thus spoiling the
consumers for choice. It’s a war out there happening
on the shelves with each
company trying level best to
customize the taste, flavour,
packaging and pricing as per
Indian needs and wants.
By:- Susmita Paria, Welingkar Institute of Management
According to reports from
ASSOCHAM, the organized
yogurt industry is soon set to
be a Rs. 1,200 crore industry
by 2015. It is growing at a
CAGR of about 40-45 per cent annually, from the
current level of Rs. 750 crore.
However, have we thought about how yogurt can
bring about a real change? One interesting concept
that is slowly gaining limelight is the idea of “Social
Business” propagated by Nobel Peace Prize laureate
Prof. Muhammad Yunus. It was on this very idea
that Franck Riboud (CEO – Danone) and Prof.
Yunus agreed to come together for a Social Business.
Their aim was to fight malnutrition in rural areas of
Bangladesh with affordable prices of the yogurt. In
2010, a 60g cup sold for 6 Taka in rural markets. An
80g cup sold for 8 Taka in "local city" stores and 15
Taka in Dhaka, Bangladesh's largest city which a
poor person could afford. This joint venture was aptly
called “Grameen Danone Foods”. After considerable
brainstorming, the yogurt was named “Shokti Doi”
with considerable effort put in creating the right taste
so as the beneficiaries especially the children like it,
designing, packaging and most importantly taking
into consideration the nutritional aspect of the “Shokti
Doi” which would cater to the children in rural areas
Bringing in the “Sustainability” aspect into the
picture and aligning with the aim and objective of the
YOGURT
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Social Business, Grameen Danone Foods aimed to
reduce poverty by creating business and employment
opportunities for local people by procuring milk
needed for production locally. The Village ladies
would act as sales women thus empowering the local
rural women. In total, Grameen Danone Foods is
responsible for the creation of about 1,600 jobs within
a 30km radius around the plant. On the environmental
front: Solar energy is used for heating up the water
which is used for cleaning the installation and
preheating water for the main boilers. In addition the
packaging of the yoghurt is fully biodegradable.
Thus, on one hand where
the top brands fight it out
for a bigger market share,
visibility on the shelves and
competing with each other
here we have an astounding
example of “Shokti Doi”
which aims to reduce poverty,
malnutrition,
enhance
women empowerment and
create financial sustainability in the rural areas of
Bangladesh.
The Grameen Danone Foods contributes to the
achievement of the Millennium Development Goals
by the United Nations to end poverty. I only hope that
the new yogurt era combined with social business
vision can reduce poverty and malnutrition even in
India! I only dream of it becoming a reality soon.
This Shokti Doi Yogurt is certainly breaking all the
norms and creating a benchmark for all of us. “Game
Changer” is what I wish to term them when they
embarked on the yogurt era for the greater cause of
humanity.
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ARTICLES
Kidswear Brands:
Digging in their heels
- Rony George Verghese, MRF Tyres Limited
I
rrespective of the slow economic scenario, the Indian apparel market annual growth is projected at around 1315%. A survey by CMAI (Clothing Manufacturers Association of India) indicates this industry would cross
the $125 billion (Rs 675,000 crore) mark by 2020.
Some of the common top Indian kids wear brands are: Catmoss, Gini & Jony, Lilliput, Mom & Me, Zapp, Weekender
etc. The first three names form a major share of the total brands. The high percentage of kids amongst the population
and the number of double income parents, coupled with increasing exposure to global brands, has been firing high
growth of this sector across the mass and premium segment. But of late, some brands
are facing unusual problems and difficulties.
Challenges for Brands
The face of Kids brands are slightly dented as leading
brands like Catmoss, Lilliput and Gini & Jony have run into trouble. Catmoss is
facing stiff charges of mismanagement of funds close to Rs. 100 crore. Lillput has faced stringent audits as doubts of
accounting frauds loom large. Gini & Jony is also not in the best of times.
Future of Indian Apparels (SOURCE: Technopak
Analysis)
Presently, the Indian apparel market is estimated to
be around $50 billion (Rs 270,000 crore).
Apparel Industry-Retail Leader
Amongst the Indian retail market segments, the apparel industry contributes to as high as 50% and is simply the
most profitable business. Several
factors like the changing fashion
trends, rising income levels, young
frenzy, increasing preference for
branded apparel (designer wear)
and a surge in demand of rural and
the semi-urban populations have
contributed to the growth of the
apparel industry.
Let us now look into the age groupwise growth curves.
This segment-wise analysis of
the apparel market, reveals huge
potential for growth among the
Girls and Boys (Kids group) sections.
Kids Wear Brands
The kids apparel market is the fastest growing apparel
sector. The age group of below 12years is constantly
growing at a very rapid rate which means there is a
rapid consumption of new clothes. The above data
does not include uniforms which simply means that the
casual kids wear market is simply booming.
Most of these brands are now struggling to make ends meet. However, new brands are still flooding the industry to
tap the hidden potentials. So, where did the big names miss-out? The top losers are presently facing competition from
‘big’ ‘multi-national’ brands. The other problems include high rental costs, poor brand recall and heavy debts too. All
this is due to unrealistic and reckless expansion.
Smart New Entrants
Despite such troubles and turmoil, big brands like “Mom & Me” are moving forward
with good plans and strategies. Shoppers’ Stop is emerging with its “Carrot” brand
name. The new strategies include multi-purpose kids showrooms, the clothes stores
are offering other utilities for kids like soaps, bed sheets and other home necessities.
“One-Stop-Shop” is the new buzzword. The base is being widened and retailers are
catering to the broader demands and wishes of the customer. Adult brands like Allen
Solly, Pantaloons, Gucci, Fendi and Benetton are all set to expand to the Indian
market.
Kids Wear-Evergreen
Children always keep growing. So, the possibility of this market being strong even in tough times is evident, as there is
always a demand for kids apparel. Good brands are here-to-stay. Brands are unperturbed by other misses. Opportunities
exist and as long as the focus is clear and good, brands will flourish. With more and more fashionable kids and the
ambitious rural kids today, there is definitely a more promising tomorrow awaiting these brands.
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ARTICLES
BIZ QUIZ
Starbucks, Costa Coffee, CCD, Barista
– Sparking a black trend
BY:-Disha Shah, SIMS
Q1. Which brand got its name from a Sanskrit word which means "Priceless"?
Q2. Which company has patented a ‘pay-per-gaze’ technology that will help advertisers track emotional
response to real world and online ads?
Abstract
ndia has essentially been a tea drinking country with coffee predominantly being consumed in southern parts of
the country. Globalization has not only helped India to open up to the world but has also resulted in a cultural
shift where affluent Indians want to stay abreast with various happenings across the globe. This is quite evident
as coffee, off late, is fast claiming the mindshare of urban Indians with rising disposable incomes and changing
lifestyles. This change of mindset has not gone unnoticed. More and more international coffee retailers have been
hopping on to the Indian bandwagon to grab greater share of the pie.
I
Introduction
The Coffee market saw its first entrant with CCD in 1996. Today it is the market leader in terms of the number
of stores under its operations. Barista came into
the picture in the year 2000 and was taken over
by Lavassa in 2007. Costa Coffee and Starbucks
set up their shop in 2009 and 2012 respectively
along with other new entrants like Gloria Jeans
and Dunkin Donuts.
With so many players grabbing the opportunity,
it is quite clear that India is seen as a land of
opportunities. However, how big a gold mine it
is, will be clearer in times to come. Studies have
estimated that domestic coffee consumption
will grow at a CAGR of 6% in the period CY12-15.
Q3. Which Indian Enterprise used the slogan – Improving the quality of life?
Q4. Which company's mobile phone is marketed with the slogan – Big Inside. Small Outside?
Q5. Which network marketing company sells with the slogan – Better Ideas, Better Life?
Q6. Identify the logo of this image hosting and video hosting website, web services suite, and online community.
Q7. With which brand will you associate this character?
Q8. The four of them founded which company in 1991?
Demand Drivers
The key question that remains to be asked here is “Who is the demand driver?” Today, it is the Indian youth who
primarily looks out for a place to enjoy with friends. The coffee hangout culture has penetrated India as well with
retailers like CCD capitalizing on this culture with their new Advertisement “Sit down”.
Current Scenario
Currently CCD enjoys a lion like presence in the market. However other retailers are hell bent on catching up.
As it stands currently, Costa coffee, Starbucks, CCD are aiming to expand their reach by opening up additional
stores and particularly in Tier 2 cities. Pricing of the coffee is also extensive ranging from anything between 65
to 150 INR for a cup of coffee. However, the Indian mindset has also been kept in frame where usually 65% of
the menu consists of snacks and 35% of beverages.
Future Growth Story
The per capita consumption of coffee in India as of today is merely 90 grams. This is considerably low in
comparison to other coffee exporting nations such as Brazil (6 kg), Colombia (1.8 kg), Ethiopia (2.4 kg) and
Vietnam (1.1 kg) among others. This shows the immense potential that the domestic coffee industry has for
growth. Furthermore, newer models like kiosks that emphasize on take away
concepts are being increasingly used in airports, BPOs to attract a certain crowd.
Indian coffee exports are slated to witness a decline for the very same reason as
domestic consumption surges. Furthermore, this consumption is set to soar as a
culture has started setting in amongst Indians i.e. Coffee Culture.
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Q9. Connect
Q10. Who quoted – “Roti, Kapda, Makaan, Bijli and Bandwidth”?
NDIM
39
N
SNEAK PEEK @ NDIM
ew Delhi Institute of Management continues its streak of International Projects. It is a matter of
great pride for us that our department of International relations has managed 60 international
projects for our first semester PGDM students of 2012-14 batch. NDIM has also been offered 15
live projects in Egypt by the world renowned PwC in Feb 2013. First year students have been offered six
weeks of Attachment/Live Projects/Trainings in Russia, China, Indonesia, Philippines, Egypt, Taiwan,
Kenya and South Africa just after passing their 1st semester exams and being at the NDIM campus for only
5 months.
An International Study Program being attended by NDIMites at Oxford, UK. NDIMites got an opportunuty
to acquaint themselves with the British history and culture. The students made a visit to the magnificent
Warwick castle and to the legendary assembly plant of BMW Mini Cooper at OXFORD.
Students at St. Petersburg, Russia on a 6 weeks project on Financial Literacy of Youth: designing, developing
and delivering trainings on financial literacy.
N
DIM continues to enhance the unrivaled corporate exposure and learning provided to its students.
Mr. Kyung Mo Cho, Managing Director, Dong Yang Mechatronics Korea; Mr. Akhil Bhandari,
VP & CIO, Pratt & Whitney Canada Corp; Ms. Ritu Agarwal, Professor and the Robert H. Smith,
Dean’s Chair of Information Systems at the Robert H. Smith School of Business, University of Maryland
addressed visited NDIM and interacted with the vibrant students of batch 2013-15. Mr. Cho said that
Korea and India would expand business cooperation, emphasizing on the fact that the two countries are
the growth engines of the Asian economy. He also talked about the growth opportunities in Korea for
Indian students and answered students’ queries during the interactive session. Prof. Agarwal talked to the
students about “The Management Imperatives for the 21st century and how to thrive to succeed”.
Ms. Maria Luisa Perez, Director, Centre for International Development from Australian Institute of
Management Western Australia; Mr. Maurice Dimmock, Chairman, ASIC interacted with students of New
Delhi Institute of Management. To explore collaboration possibilities with NDIM regarding management
program, Ms. Maria Luisa Perez accompanied with Mr. Arun Bharadwaj (CEO- Australian Vocational
Training & Employment Group), Parampreet Singh (MD- AVTEG) and Madhusudhan Dutta (DirectorAVTAG) had a learning interaction with the management, young budding managers and faculty of NDIM.
NDIM students received a golden opportunity to be a part of the India-South Korea Strategic Partnership
Meet at the India International Centre, Delhi. Mr. H.E. Joon-gyu Lee, Ambassador of South Korea to India
shared South Korea’s business plans with respect to India and the educational partnerships of the two
nations.
40
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41
BIZ QUIZ Answers
Answer 1: Amul
Answer 2: Google
Answer 3: Tata
Answer 4: Samsung
Answer 5: Amway
Answer 6: Flickr
Answer 7: Mountain Dew
Answer 8: Micromax. The founders are Rajesh Agarwal, Sumeet Arora, Rahul Sharma and Vikas Jain.
NDIM batch 2013-15 continued their journey of corporate exposure beyond campus
and classroom learning with Industrial visits!! The Industry visit to Mother Dairy, Parle
G, Bisleri and Yakult provided real time exposure of manufacturing and operations at the
manufacturing plant.
Answer 9: Beyblade. Beyblade is a line of spinning top toys sold by Hasbro, which was originally
developed and manufactured by Takara Tomy. Both the toys and their name is inspired from "Beigoma",
a traditional Japanese spinning top. The Beyblade anime television series were produced to promote the
sales of the product.
Answer 10: Devang Mehta
YAKULT
MOTHER DIARY
42
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TEAM: FLAUNTE’
Abhishek Mehta
Anurag Verma
Gurvinder Singh
Prakash Senapati
Adarsh Chandra
For feedback, suggestions and queries, kindly follow us at:
https://www.facebook.com/FlauntNDIM
http://issuu.com/flauntndim
Or send it to: [email protected]
Or you can contact to: Anurag Verma
Abhishek Mehta
+919953630106
+919958589900
NEW DELHI INSTITUTE OF MANAGEMENT, 60 & 50(B&C), Behind Batra Hospital,
Tughlakabad, Institutional Area, New Delhi-110062, Phones: +91-11-29956566/67/68/69,
40111000 Fax : +91-11-29965136 Toll Free : 1800-419-0606, E-mail : info@ndimdelhi.
org, Website : www.ndimdelhi.org
NDIM
44

Flaunte August 2013 Edition

Transcription

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