mantraThe Marketing Club | IIM Raipur

Team mantramantra - The Marketing Club plays the role of igniting the

marketing instincts of the students and aims to emerge as the centre for creative thinking and innovation in marketing, which will ultimately facilitate the students to rise to the challenges of the global markets.

The vision is to achieve the objective through on-campus club events and activities. These include quizzes, knowledge sharing sessions, case contests etc. The club also invites eminent personalities from industry and academia to deliver guest lectures where topics range from marketing basics to innovative practices and emerging trends.

In this issue of MarG

Anant BibhoreAkhil Rumandla

Anant Bibhore

Anant +91-8827380944Pratyush +91-8827380975

?Message for inaugural edition

?Cover story: The Decade That Wasn’t - Marketing Evolution in 2000-2010.

?Bollywood and Marketing - Munni turns around Zandu.

?Classic advertisements.

?Marketing activities on campus.

Editorial team:

Conceptualization and creative design:

contact us at:mantra@iimraipur.ac.inmantra.iimraipur@gmail.com

VOL. I ED. 01

MarGMessage for inaugural edition

MarG

MarG

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MarG .

MarG

mantra

mantra

mantra

has always been striving towards creating an environment

of sustainable marketing interest through its activities like event participation and business quizzes. Our latest offering to students at IIM Raipur and other interested folks is - the monthly e-

newsletter of Marketing Gyan. Marg is the path that leads to destinations, the journey to future. Where the journey itself matters more, the journey where ethics and process matter more than achievement of goals. promises to deliver the same

philosophy in marketing studies and literature with its thoroughly researched articles and contents. We would be focused to develop as a prominent source of marketing gyan in

interested fraternities and this would require efforts on your side as

well. open heartedly welcomes you to contribute to

So folks its your time to enjoy and feed some gyan to your

hungry souls. Special mention of thanks must go to the members

of team who have been relentless in their efforts to bring

this issue to light. Enjoy your copy and be ready to get surprised. Let there be light - of gyan in marketing.

MARKETING GYAN MONTHLY

all rights reserved with mantra.views expressed in articles are of contributors and may not necessarily express mantra’s views.

The Decade That Wasn’t

Marketing Evolution in 2000-2010. Jesudas Pradeep

Gone are the days when marketing was having a differential product which provided value to the customer with the right pricing, positioned at the right segment, made available through convenient channels, communicated effectively through a suitable medium in an engrossing manner and sold by thrifty salesmen to ensure success. It is not only the advent of mobile technology with connectivity that has led to a change in the way the value is being communicated like tele-marketing or viral marketing or by medium of social network marketing but the provision of complete services and solutions in an integrated manner and providing superior experience at every touch point leading to the purchase of the value.

That all this has to be done within a compressed consumer time (as consumers are hard pressed for time with shorter attention spans due to bombardment of information), shortened product life cycles, global competition and shrinking margins makes the marketer's job even tougher. Some of the innovative approaches that companies started using in the last decade to stay ahead of the competition and maintain profitability are engagement and conversation with the customer with the clear purpose of meeting customer expectations, ecosystem marketing and to provide value in consumption and not in penetration to maintain premium pricing.

ITC's e-choupal initiative is a classic example of engagement and conversation with the customer. Taking it further are Choupal Saagars – ITC's rural marketing hubs offer a combination of services to rural India. Made-to-design agri-business hubs, they function as:ITC agri-sourcing centres providing farmers a transparent best price sales window, shopping centres bringing a range of products comparable to urban levels of choice, and facilitation centres delivering a host of farm-related services – training, soil testing, product certification, medical and clinical services, cafeteria and fuel station. 24 Choupal Saagar hubs are already in operation in 3 states, to grow to 100 b y 2 0 1 0 .

Another strategy successfully being used in last decade is to provide consumers access to complete services and solutions through creation of Marketing ecosystems the objective being to offer specialist services on the same platform. An ecosystem, brands realize, works even in high clutter urban markets. The high octane growth in India has lead to a more evolved consumer prompting brands to look at alliances to satisfy the growing desire for an experience. Take the example of personal computers, the purchase of a PC swings from going to telcoms for connectivity to procuring hardware to figuring out content. Consumer wants to access it from each player individually or the players can team up to provide a complete package, harnessing the collective power driving towards growth.

The last ten years have been about meeting basic needs in most categories but work in the next ten years will revolve around creating and serving wants and desires. To build pricing power, brands will need to think of value in consumption. Products designed to delight customers increase customer loyalty more so than simply satisfying them. Positive consumer experience will also come from the total brand experience, which is the way the consumer experiences the brand at every touch point. Thus as competition for the consumers mind space enters into the digital arena with an information avalanche the company's which engage the customer meaningfully with a clear sense of purpose, collaborate symbiotically with other corporate and create a complete value in consumption experience for the consumer will hold an edge.

“Munni Badnaam Hui” - the popular and hit song from the hindi movie Dabangg has brought some

good news to ailing Zandu balm, though not without its own share of twists and turns in the story.

Kolkata based FMCG company Emami cited a copyright infringement issue and a legal notice to

Arbaaz Khan Production for using the brand's name “zandu balm” in the song. Both the parties

settled the disputes and decided to use grabs of the chartbuster song for Zandu balm's promotion

campaigns. Emami signed up with Malaika Arora Khan (Munni) as the new brand ambassador

and started the new ad which featured the clipping from the song in the ad. Emami also brought

the rights for the “Munni Badnaam” song. According to the Mohan Goenka, director of Emami, this

will promote the brand and also increase the number of young buyers.

Emami wanted to get to the younger customers which it has been trying with Virender Sehwag

zandu balm' ad. But the controversy has made it popular. It has also helped the promotion for each

other. Zandu balm which captures 27% of the market is unlikely associated with the pain. But the

Farah Khan choreography has changed the therapeutic qualities of a balm in India. It made

Munni inseperable from zandu balm. Marketing through media is way to connect to the customer

and promote the brand and also to maintain a good relationship with the customers. So

companies are spending a huge amount in for media managers for the promotion of the product.

Media managing is bringing the brand and the new agency in the same page. They have to be the

facilitators, to keep track of what is happening so that it adds depth to the brand marketing plan.

Bollywood and Marketing: Munni turns around ZanduSurat Prakash

classics

Print Ads of yesteryears

LIC of India

Amul Chocolate

Vintage ad for AIR INDIA in the 70's on Readers Digest.

Team (from left to right):

Jesudas Pradeep, Akhil Rumandla, Gurpreet Singh, Surat Prakash, Liyakath P. AshrafPratyush Rai (co-cordinator), Anant Bibhore (co-ordinator)

mantra

Marketing project: Mahant Ghasi Das MuseumThe student community of IIM Raipur visited Mahant Ghasi Das Museum as part of marketing field activity and adopted a holistic marketing approach to develope the place as both as a resource center and as tourist spot. The detailed study report touched on aspects like future strategy, operations, communication, finance and marketing. The report was presented to Mr. Srivastava, IPS, Deptt. of culture, Govt. of Chhattisgarh in a presentation at the museum auditorium amidst traditional cultural settings. Mr. Srivastava agreed to implement feasible and relevant parts of the report in a phased manner, which was first of its kind success tasted by students here. The presentation was done by Mauli Soni and Vishwajit Vyas. The whole activity was co-ordinated by Supratik Saha and Gurpreet Singh with active support from all other students.

1st event on IIM Raipur campus: marketing quizmantra Mantra, the marketing club of IIM Raipur organized the first intra school competition, the Marketing Quiz in the second week of dec.'10. The quiz saw the enthusiastic participation of all the students. The quiz was conducted in three rounds. The first round was a screening round which tested the students on the basic domain knowledge. Four teams that cleared the first round went on to the second round where they faced questions on specific brands and iconic business leaders. The top two teams from the second round participated in the final round where they were challenged to device a marketing strategy for selling eggs in an open market. Both the teams came up with thoughtful and unique ideas and were judged on various parameters. Finally team of Aditya Kumar Konathala and Karthik KVR emerged the winners of the competition. Team Mantra aims to hold such marketing quizzes every month to keep student fraternity at IIM Raipur update with business knowledge.

“HEROES AND ZEROS”

Team secured second prize at IMT Ghaziabad marketing festmantraIn the first ever inter b-school event participation by students of IIM Raipur. team mantra drew first success, securing second prize at the Marketing World Cup organized at IMT, Ghaziabad. The event GET.SET.GOLD sponsored by PNB was a competition which focused on the gold coin strategy of the banking giant and challenged the marketing minds on the approach which must be followed by the bank to increase their sales on the short run. Teams of various elite business schools from all across the country made presentations and team Mantra secured the second best spot. Mantra, hereby, arrived on the stage of the elite with a bang and strive to decorate its mantle with many more successes.

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