Marketing Reprot Final

8/8/2019 Marketing Reprot Final

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EggFirst MarketingEggFirst Marketing was launched recently on 3 rd July, 2010, which also happens

to be the 20 th birthday of the Founder, Mr. Sunny R. Sadnani.

It is commendable that at such a young age, Mr. Sadnani has planned to take the

plunge and step into the very volatile and competitive Branding market.

Although at a young age, Mr. Sadnanis work profile includes experience in

FAMILY REAL ESTATE BUSINESS to also working as an intern at O & M.

Founders Words


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We are a bunch of thinkers. Twigging your marketing objectives and

requirements; wracking our brains to go beyond known horizons, into the

unknown, to scramble ideas that click and coming back to reality to roll-out the

ideas and unscramble your business. We are artists.

Putting up a great balancing act of acute business sense and intense creativity to

deliver winning solutions.

We believe brands are living things.

That is what we at EggFirst do. We are passionate about creating and fostering

brands.

Did the egg really come first?What came first, the egg or the chicken, is anybodys guess. Likewise, in the real

world, its extremely difficult to accurately predict the outcome of many business

decisions. However, businesses need to have conviction in their decisions and

take action. Fence-sitting doesnt get one anywhere.

EggFirst believes in taking a stance, an unwavering position, an unequivocal

conviction.

Because we believe that conviction enables.

ApproachIs that of Brand Management i.e. building brands of Films, Artiste, Retail Stores,

Albums, Sports Events etc. through the application of Principles of Marketing.

Our PhilosophyAt EggFirst, we work that extra hard. We put in that extra effort. We stretch that

extra mile. And it all directly translates into superlative work for you.

We follow the old fashioned mantra - your success is our glory.

Thats precisely why it is in our culture to service each of our clients like he is theonly pebble on our beach. More importantly, we really understand what youre


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looking for - genuine value-add, a smooth service experience and commitment to

deadlines.

We stay firmly on the ground, sometimes going underneath it, to understand

what will help you sell better. We bring to you a perspective that is practical,

genuine and on the mark.

The USP of your product, the psyche & demographics of your TG and the

competitors strategy are just some of the most integral things we consider while

brainstorming on your big idea. And even while we are at it, we are just a

phone call away.

Brand Building Blocks Brands are very human . Ignore them and they have gone the way of all to wither

in the realm of anonymity. Give them the attention and they blossom. Brands, by

nature, are fragile, hurt easily and when they fall, it takes some doing to get them

back on their feet.

This explains why brand guardians have to always be on their toes.Moreover, brands need to have a personality too.

Mercedes Benz , for instance, is not just another quality car, but one that reflects

class and status symbol.

Colgate is not just any other toothpaste. In India, at least until lately it meant

toothpaste.


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How do you build a brand?Quality and innovation take the brand to the next level; however, its the

emotional experience of the brand that facilitates trust and loyalty. A brand is an

ingrained habit. Imagine a day without your favorite brand of toothpaste, tea,

and newspaper or television channel.

The standard rules are very well laid out great product, great marketing

including great advertising, consistent application of adequate resources and

imaginative and consistent commitment to core brand values. However, great

brands have broken all rules and stuck to one philosophy consumer

connection.

In other words, bond with your consumers.

For the customerIn a nutshell,

Coming to EggFirst with a marketing problem is like going to a restaurant when

you're really hungry. There's everything you care for (End-to-end advertising

solutions).

We offer a seven course meal (Research, Branding strategy, Creative strategy,

Creative rendition, Media planning, Media buying, Launch).

With the flavoring of your choice (Creative, direct, humorous, emotional).

Every item on the platter gets our special attention - right from the time of

handpicking the raw materials till the time we lay it out for you.

First Course: Research

Second Course: Branding

Strategy


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Third Course: Creative

Strategy

Fourth Course: CreativeRendition

Fifth Course: Media planning

Sixth Course: Media buying

Seventh Course: Launch

Creative Strategy and Execution

Our thoughts are often limited by a straightjacket of habits, norms, conventions

and presumptions. Add to that iron boots of the fear of failure. There's need to

break-away from the constraints of traditionalism and explore the unknown.

Unbound even by infinity.

That's exactly what we at EggFirst do. We use creativity to give you your brand

the uniqueness.

Brand Building andCorporate Identity

A distinct brand identity thatstands out from the crowd ina meaningful way.

Campaign Integrated messaging acrossmedia.

Print Strategically aligned andcreatively driven ads -newspaper, magazine and


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other print media.

AV/ Multimedia TVCs as well as audio-visualrepresentation (linear or

non-linear) for corporatepresentations, productpresentations, launchpresentations, demopresentations, etc.

Outdoor Traditional outdoorcollateral like hoardings,banners and bus-panels aswell as shop signages & wallpaintings.

Events, Exhibitions andPromotions

Event, Exhibition andPromotion specific

campaigns that includetheme ideation, pre-invitation mailers, stallbackdrop design, eventcollateral design, AVpresentation, post-eventmailers and gift ideas.

Internal Communication Campaign ideation andexecution for internallyspreading specific messageslike Customer Sensitivity,Employee/ CustomerFeedback, Training/Induction, CSR, ITAwareness, Voice of Employee, Employee


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Motivation etc.

Sales and MarketingCollateral

Newsletters, brochures,presentations, white papers,case studies, data sheets,POP collateral, posters, etc

Web Interactive website usingvarious technologyplatforms, Search Engine

Optimization (SEO) andSearch Engine Marketing(SEM) to drive traffic, andonline campaigns (banners,emailers, newsletters etc.)including pay-per-lead emailcampaigns.

Direct Marketing Communicating on a one-on-one basis with audience.

Media PlanningThe final frontier.

Connecting with your target audience in the most effective way.

Each brand is unique. So how why should the medium be common?

Long back, a farmer in England, who used to rent out his cows to companies, came

up with a unique and an extremely effective marketing strategy. He sprayed

company logos on the cows. This helped the companies get recognition and

visibility; increasing their brand equity.


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In today's context, 'cow' is a metaphor for everything that's innovative in

marketing while 'spraying' can be a new brand, a new fashion style, a new

development.

This is exactly what EggFirst strives to achieve.

Traditional media, though popular, may not be the most effective branding

strategy. We delve deep into your brand's psyche and carve out a unique path

through which it can conquer the final frontier.

Media Planning:Planning a mix of media, a judicious blend of traditional and innovative, in a

way that it helps you break-through-the-clutter and reach out to your target

audience effectively.

Media Buying:Capabilities to buy media that best suits the strategy. Moreover, ensuring that

non-availability is never an obstacle in your path.

Movie Marketing

Principles of Marketing and Related

Communication

1. Brand Marketing

2. Account Planning

3. Market Research


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4. Media Planning

5. Direct Marketing

6. Corporate communication

Film Marketing Present Approach


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It also includes: Announcement in all trade magazines

Flamboyant brochures - trade


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Complex audiences, with options from newer formats & concepts, retain

interest in films - TASK

Exposure to global cinema Benchmarking against international films

Professional help and fresh mind set is needed at concept stage to

strategize OR else it is more of salvaging act than a strategy

A professional approach is needed for all marketing and promotional

needs of a film to ensure control and consistency in information

dissemination


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Benefits of Mastermind Approach

Total involvement and ownership approach Involve at concept stage

Professional, scientific and updated with current trends

Focus on Marketing communication marketing perceptive

May help improve Hits : Flops ratio

Drive revenue through new media businesses Mobile, IT, Satellite

Radio, GPRs, DVD,VCD etc

Better efficiencies and affectivity Single point control will result in a cohesive and planned approach as

against one man managing all approach

Control, Consistency and Better coordination with other team members

Result in cost savings without compromising on the quality or

deliverables, by eliminating wishful spending

Need and strategy driven rather than individual driven - objective

Film will be treated like a BRAND rather than a product

Films Emerging trends


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Increased focus on packaging and marketing of films

Increase of global majors through Indian Subsidiaries or alliances

Higher focus on return on capital and payback period

Production of Niche Films

Newer distribution/exhibition formats- Video parlor, digital films, Cyber

centers, mobile phones etc.

Films for TV, Multiplexes, Cities, NRIs, Home viewing etc.

Films with tight schedule and tight budgets Timely completion

To ensure profits [ not necessarily HUGE profits] win win model

Each film will be a profit center, losses/profits will not be carried forward

or rationalized

Increase in films production by Music companies, because of high cost of

procurement of music, zero control and unreliable delivery schedules

Royalty/revenue sharing model as against MG/fixed cost at all levels

SPORTS MARKETING

(SPORTERTAINMENT)


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Sport & Entertainment Marketing

At EggFirst, Sport & Entertainment Marketing are part of a larger body of

marketing known as lifestyle marketing

We define Lifestyle marketing as a strategy for seizing the concept of a market

by its most meaningful recurrent patterns of attitudes and activities and then

tailoring products and their promotional strategies to fit these patterns.

At EggFirst we define sport and entertainment marketing as: all activities

designed to meet the needs and wants of consumers through exchange processes.

EggFirst SPORTERTAINMENT Service has 2 major thrusts:

The marketing of sport and entertainment products and services directly

to consumers The marketing of other consumer & industrial products or services

through sport. (Done through sponsorship and/or licensing agreements)

The sport product is invariably intangible and subjective --what each consumer

experiences is subjective--it is subject to different interpretations and also to

different degrees.

This couples with the fact that when leaving a sporting event, the consumer

leaves with a memory compounds the problem for sport marketers in trying to

ensure customer satisfaction.

There is no script that guarantees the result but the sport marketer can guarantee

the quality and consistency of the event.

A greater percentage of the marketing emphasis must be placed on the product extensions rather than the core product

Cant control the quality of the steak --but can guarantee the sizzle.

Marketer has little say in the product --works outside the lines

Sports- The Marketer Itself


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The sport product (in an event form) is a perishable

commodity: it must be pre-sold There is no inventory It is simultaneously produced and consumed Once a game has been played it has been played The empty seats are reminders of what could have been.

Expectations and performance as well as competition are

critical factors in pre-selling.

No other product evokes such a strong personal

identification and emotional attachment as sport

Sport has an almost universal appeal and pervades all

elements of lifeThus sport marketers have a variety of target markets and must create product

variations based upon price and time to provide opportunities for involvement to

a variety of these segments.

Sport is both a consumer and an industrial goodSport is produced as an end product for mass consumer appeal for both

spectators and participants while at the same time it is being used by businesses

as a way to reach their consumers and to sell their respective products and

services.

No business other than sport is viewed so simplistically to

the point where the consumers view themselves as experts in

terms of product knowledgeThis is exacerbated by the number of media outlets --talks shows etc, devoted to

sport.According to EggFirst survey in collaboration with O & M


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52% feel they could play 74% officiate 51% coach

The Sports Product

A good, service, or any combination of the two that is designed to provide

benefits to a sports spectator, participant or sponsor.

Types of Sports Products

Sporting Events


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Player Appearances Arenas/Stadia

Sporting Goods $60.2 billion industry comprised of four segments (equipment,

transportation, apparel, and footwear) Collectibles and Memorabilia

Sports Training Fitness and Health Services Sports Camps and Instruction

Sports Information Newspapers, Internet, Magazines, Radio, etc.

The Structure of the Sports Industry

C onsumers

Spectator: Consumers that derive a benefit from observing or following an

event


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Participant: Consumers that derive a benefit form physically participating ina organized or unorganized armature sport at some level of frequency

CustomersCorporations, business, and media (both with and without sponsorship

agreements) that leverage sports equities to attract that sports consumer

Growth of the Sports IndustryIndias output for sports goods and services estimated at $213-350 million

annually

Growth measured in: Attendance Figures

Media Coverage

Employment Figures (4.5 million jobs)

Global Markets Sports Goods

Sports Information

34% use Internet for sports Info

ESPN.com reaches 15 million unique users

Media Coverage is Increasing 200 million people watched NBC coverage of the Summer Olympic

Games and 3.7 billion people watched worldwide


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ESPN, the original sports-only network launched in 1979, reaches some

76 million homes with its 4900 hours of sports programming and,

remarkably, ESPN2 reaches 65 million viewers.

$2.3 billion to secure the broadcast and cable rights for the Olympic

Games in 2004, 2006, and 2008 and additional $2.2 billion for 2010 and

2012

Overall for the week, NBC averaged 26.7 million viewers in primetime,

more than three times the 7.2 million for second-place CBS. ABC was

third with 4.5 million, followed by Fox with 4.4 million. $2.64 million paid by IPL and BCCI Board to televise the matches.

Ambushed!

Having seen so many brands engage in slugfests, hoardings, television sets,

newspapers and other such media might as well be called modern-age

battlefields. The latest battle seems to be between two of corporate Indias

powerhouses - Procter & Gamble and HUL.


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Some people learn only from bad experiences. Proctor & Gamble marketers had

one such experience recently. The big launch of P&Gs all new Pantene was

crushed even before it saw sunlight. This is what happened: P&G came up with

the Mystery Shampoo teaser campaign, claiming that 80% women say that

theres a mystery shampoo that is better than any other. The teasers went on for

over a week without the slightest hint of it being Pantene.

Meanwhile, HUL ambushed the campaign, claiming that Dove is the mystery

shampoo before Pantene could reveal its identity.

Pantene reacted swiftly to Doves gimmick, and soon launched its own reveal

campaign. So, we had two shampoos claiming to be the mystery shampoo.While Pantene was the genuine mystery shampoo as per their plan, Dove was

the intruder and hijacker.

Did you know, just like Dove did in India, Sunsilk pretty much ate into the

Pantene campaign in Philippines. Nearly 63% people just couldnt relate

Mystery Shampoo to Pantene in Philippines. Talk about a gimmick gone wrong.

Twice!

Coming back to the original question, what did P&G learn? Long teaser

campaigns give your competition plenty of time to kill your brilliant idea. Vague

claims and no hint of your brand in the ad will definitely back fire. What most

brand managers fail to do is think through the simple question of how the

competition may react.

One should know that this is an age old practice. Going back to the Pepsi Vs.

Coca Cola days, when Coke became the official sponsor for World Cup 1996

and Pepsi came up with the brilliant Nothing official about it! Sports have

always been a magnet to ambushing: McDonald's was the official sponsor of the

Beijing Olympics. But in the lead-up to the games, KFC used the marketing

slogan "I love Beijing", while Pepsi replaced its usual blue cans with red ones "to

show their respect for the year of China". An ambush times two.

Ambushing seemingly goes deeper than off the shelf consumer goods.Newspapers are another set of victims. DNA, launched in 2005, came up with


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Speak up. Its in your DNA. campaign. Maharashtra Times ambushed it with a

simple mention of their name at the end of the quote. This wasnt the end of it.

Indian Express countered that with, "No one can stop me from speaking up."

Towards the end of the story, though Indian Express and Bennett Coleman were

sued by DNA, the damage was already done.

While the back stabbing is amusing, what remains forgotten is the end

consumer. Its not just the advertisers and marketers who decide the fate of a

campaign, what truly matters are what the audience takes home. Most people

look at the ads and shrug; few actually noticed the on going war of words.

All said and done, guerilla marketing has and always will be a favorite amongstFMCGs. Bets are that we havent seen the last of ambush campaigns. In the

brand-eat-brand world, the rule of the jungle will apply - survival of the

smartest, swiftest and strongest.

Ganna de, Anna . 07 June, 2010As I was scanning the pages of a daily, I came across an interesting article. It

spoke about a sugarcane juice vendor and the amazing marketing tactics he was

deploying to attract customers. And what tactics they were!

Surprisingly simple and assuredly effective.

Sample these:

1) Participate in sugarcane juice drinking competition and win a TV set.

2) Unlimited sugarcane juice for Rs. 35.


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3) One glass free on every five glasses.

4) Unlimited sugarcane juice on monthly coupons of Rs. 240.

The scheme was surely working, and it left me thinking for a while. The

sugarcane vendors got a genuinely good sales scheme meaningful to

customers. It entices and drives serious up-sell. It makes people pull others along

(to get the sixth free glass of juice).

His approach is decidedly clear bereft of confusing or intellectual creativity.

The creative put up is also very specific: the offer is highlighted upfront, followed

with key details all the way up to the point of the conditions apply.

Honestly, this is how simple and inexpensive marketing can be. Stick to the

basics. The first principles work.

The ganna-wala anna surely deserves a humble salute.

Aal is well. Over 100 crores in 4 days!

Over 200 crores already!

Poised to become the highest grossing Bollywood

movie of all time!

Clearly, the makers of the movie are singing, aal is well . Over and over again!


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The movie, 3 Idiots, is winning over everyone and the audiences are lapping it up

as if it was a gift from Santa. And with the great reviews and an amazingly

positive word of mouth publicity spreading like wildfire, the movie is only poised

for greater glory.

The content was indeed neat, but honestly, in todays world, is it enough? If it

was, we would have had movies like Bolo Raam (heard of it?) doing pretty well,

if not blockbustering its way through. But what 3 Idiots had going for it is the

brilliant marketing minds behind it.

With the promotional tours, the catch me if you can Aamir Khan Gimmick and

the immense PR it generated, it was only one way the movie was going to end up.

And then of course, there was the well-covered controversy about script credits.

The media had several field days covering the war of words. It all augured well

for the movie, with 3 Idiots doing extremely well in its 3rd week as well.

Just shows that being in the news is never a bad thing, whatever are the reasons.

What an Idea, Sirji!

For long brand managers have come up with creative ideas on how to sell their

products. Their marketing strategy has always been about the product benefits

and product features.

But it is really refreshing to see the way Idea has decided to market its telecom

service.

It has decided to take up social issues and spread awareness about them and also

focus on ho w communication is making the world a better place. And the Idea

sure has worked! Idea has quickly become of the big players in the cellular


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market.

A case in point can be the latest campaign they undertook on 26th November,

2009. On the anniversary of 26/11 terrorist attacks on Mumbai, they announced

that all profits made from calls made between 8 p.m. and 9 p.m. would be used to

buy bullet-proof jackets for the Mumbai Police personnel. The lack of these

jackets was responsible for most of the lives lost of police officers on that fateful

day the previous year.

We cant say exactly how much money was raised for the same, but the

campaign does give us a good feeling about the brand and makes us want to be

associated with the brand.

Seriously, what an idea, Sirji!

The Power of 7A lot of not so nice things had been said about Microsoft ever since they

launched Windows Vista! Not only was the operating system very slow, but it

also had a lot of bugs. And even after Microsoft fixed a lot of its issues via

patches, critics continued to lampoon it.

What went un-noticed was the fact that Microsoft did not say much in public.


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They instead went back to the drawing board and rebuilt the operating system to

iron out all its flaws and lined up the new Operating System, Windows Seven,

within 3 years of the release of Vista.

What really impresses is the confidence Microsoft has in its new operating

system, Windows Seven. So much so that they are offering current Windows

Vista powered PC buyers a free upgrade to Windows Seven when it releases!

Quite predictably, the sales of PCs have shot up again! Now whether Windows

Seven lives up to the hype is what remains to be seen. But meanwhile, we can

admire the smart strategy applied by Microsoft to boost sales of its PCs even

before the release of Windows Seven.

What's in a name!Picture this. The client is awaiting a certain mail from us. We, as usual, are on-

the-dot and send him the mail well within the deadline. After a while, a frantic

call greets us, "Hey, have you sent the email?" Puzzled, I check my sent mails. It

shows that the mail was sent a couple of hours back. More puzzled, the client

checks his inbox.

Nothing!


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We mail him again. And again, nothing in his inbox.

We check with our respective IT guys. "No problem," says ours. The client tells

his, "Hey, I'm not receiving any mails from Eggfirst. Could you please check?"

And then a strange thing happens.

Quite unexpectedly, the IT guy quips, "Our servers are all non-vegetarians and

we believe the chicken came first!" And they burst out laughing. A Gem. Pure

gem.

Especially coming from somebody with a technology background!!!

"What's in a name?" Shakespeare had once proclaimed. A lot, we say. The way

our brand name - Eggfirst - connects with audiences across. Through andthrough. It communicates independently.

Creates perceptions. And establishes a connect with people - one of golden rules

of advertising. And equally importantly, at the core of it, the name conveys what

we believe in: conviction pays.

Don't sit on the fence. Take a stance. Take a decision. Move on. Make things

happen. Just do it! Fun isn't it?

The year that was...

Bindra dug gold,

Economy caught cold,

Of the moon we got a hold.

Dhoni's boys reigned,


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1-2-3 claimed,

Confidence UPA regained.

Vishy ruled,

Bollywood fooled,

Over Nano everyone drooled.

Politicians terrorized,

Terrorists politicized,

Mumbai incised.

Adios, 2009. Namaste, 2010.Here's to joy, prosperity and peace in the fresh year. Cheers!

'Watch' out!Many Mumbai citizens have added a skill-set to their profiles, especially during

the rainy season - swimming! The rain Gods have been overwhelmingly generous

on Mumbai city for the past three - four years. And trust the wily marketers to

capitalize on such a situation as well.

I came across a truly innovative marketing idea. From the least expected

quarters. Watches are one of the biggest sufferers during the monsoons. And the


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promises of water-proof watches have fallen flat with the consumers. But what if

you have someone who backs the promise with live proof? What if you have

someone who's selling watches that are immersed in a bucket filled with water...

with the watches running perfectly fine?

What a way to walk the talk!

Without having to shout your lungs out.

Genius!!!

Move aside marketing managers and marketing gurus. A

roadside hawker proves that simple logic is all thats

required to do marketing wonders.

Virgin Mobiles

"We are more experi enced than our name

suggests!" ;- )

Virgin Mobiles, a cellular service provider and one of the brands from the

Richard Branson owned Virgin Group's stable, was all set to be introduced in

India. However, the fact that the Indian telecom market was already crowded

with many established players, Virgin Mobiles needed to do something strikingly


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different to penetrate and stand a chance to be called 'successful'.

Choosing the Indian youth as their target audience, Virgin Mobiles entered the

Indian market with a strategy that summarizes what they needed to do - "Think

hatke" ('Hatke' is an Indian word meaning 'different').

The marketing ploy was simple yet brilliant: A Virgin Mobile user would earn 10

paisa per minute for every incoming call from any network! What makes this a

path breaking marketing idea was the fact that where most rival cellular

companies were boasting about how all incoming calls were free, Virgin Mobiles

went a step ahead and offered to pay its users for every incoming call!

Now this is undeniably 'Hatke' thinking!

Safe drinking water wherever you go

Aquaguard is an established market leader in the water purification systems in

India. However, its crown has come under threat by entry of new players in the

market. But trust a true leader to come up with a stunning marketing strategy at

such times.

Aquaguard has tied up with the Indian Railways to set up stalls at major stations

where safe and purified water, directly from the Aquaguard water purifiersystem, will be sold. The strength of this unprecedented, pioneering marketing


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initiative lies in the fact that while bottled water is sold at Rs. 7 (500 ml),

Aquaguard will sell their water at just Rs. 2!!!

With this, Aquaguard has targeted the vast middle class population that uses the

Mumbai local trains. Not only will the brand Aquaguard get great visibility and

hence enhanced brand recall but the initiative will also help Aquaguard further

strengthen its promise of pure, safe water.

T urning it aroundOne of the biggest reasons for losses in the Indian Retail Marketing sector is the

unavoidable damage of goods while handling and transportation.

However, if the new-age marketers have their way, companies will not only put

an end to this problem soon, but also turn it into a profit making business.

Future Group is leading this innovation by planning to open stores where these

damaged goods will be repaired and sold at a discounted rate. This is a perfect

example of exploiting the Indian consumer's psychology of compromising on

quality for cheap pricing.


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This will not only be profitable for the company but will also please the appetite

of the Indian consumer.

Laughter during relievingFree movie tickets. A bucket full of popcorn.

Just what you need to spend a lazy Sunday afternoon. We had got one such

invite for the movie 'Beowulf'. Angelina Jolie was making things quite jolly whilewe feasted on popcorns and had a popcorn fight with the front row kids.

Slurping on the large size cola overloaded my bladder.

As I ran towards the men's room to unburden myself and was just about to shoot

the pot, I saw a very interesting thing written on the wall right in front of me. It

was a dialogue from a movie; it read, Not bad for a human. Aliens (1986). It

got me grinning. Relief plus laughter! That was one of the most satisfying leaks

ever taken.


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The rational mind!It's not right to overhear conversations. However, in public places, there's little

you can do. A girl and her friend, in the seat next to mine, were having a rather

interesting conversation. The girl seemed pretty upset with her inability to find

the Mr. Right for herself.

"It's been six years since college and no luck as yet. I don't think god has made

anyone for me." Her friend tried consoling her with the clichd PMA (Positive

Mental Attitude, sic) blah blah. Naturally, it didn't help cheer the girl. Then

quickly changing tact, he said, "Hey, I think God really loves you and doesn't

want to share you with anyone!"

Now, that did the magic turning the whole thing around. The girl was smiling


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wide on hearing that. And so was I.

As they say, the medium is as important as the message. 'Packaging' your

communication is vital . Being boring is pass. You and I know what the reality is,

and so does the girl.

But the emotional mind just wants to hear things it does.

Strangely enough, most consumer decisions are dictated by the emotional mind,

and then rationalized by the intellect.

Hostile reception!

A fortune 500 company one of the biggest banks in the world customer base

of more than a million, worldwide. You expect such a bank to be welcoming,

friendly and pleasant, dont you? But is it so in reality?

Recently, I was on a personal visit to the Mumbai (India) branch of the Bank

(described above). Right at the entrance, I saw a bottle of a hand sanitizer with a

message that read, Clean your hands with this hand sanitizer before entering

our premises.

My first reaction was, Thats insulting!! Are they telling me that my hands are

dirty and would contaminate their premises? This ain't a hospital, is it? I

understand the concern for employees. I understand the need for a 'clean'


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environment. But whats with the arrogance? The intention may be fair, but the

way it was communicated was distasteful and quite insensitive.

How about being a little friendly and warm while communicating.

Something as simple as, Its your bank. Lets keep it germ free.

Being direct is one thing; being outright offensive is another. Never undermine the

importance of communication. No matter how big a company you are.

You are being watched

Shoplifters beware! The store is under electronic surveillance! or You are

being watched all the time while youre in this store. The age old posters always

make me feel uncomfortable (even though I have no intentions of mugging). It is

kind of offending too. But to be fair to the companies, it becomes difficult to

balance the subtleness as well as the effectiveness when putting such a message

across.

But Croma, an electronic retail shop in India, has done it in a warm, friendly

manner.

I recently visited Croma to buy an electrical appliance. In there, I was pleasantly

surprised to read a poster that said, Keep smiling, youre on camera! It


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immediately brought a smile on my face. The warmness with which they

conveyed a blunt message is really commendable.

I started pondering and recalled their brand slogan, which says, We dont sell.

We help you buy. Their slogan reflects how they put customer service before

everything else.

And the message, Keep smiling, youre on camera! is so perfectly in line with

their brand slogan!

Three cheers for Croma.

Vote 4 me

Its pre-election time. A candidate is addressing a crowd of about 10,000. Please

give me your precious vote. I promise to bring electricity to every household,

water 24/7 and education for every child While the typical speech is going on,

you have some people in the crowd catching some quick sleep, while some are

discussing the latest movie and so on. The point is that its really difficult to

address each voter individually. However, recently a political party in India tried

a different tactic.

The mobile phone has become a household item in India. Even in the remotest

rural parts. A particular political party decided to capitalize on the popularity of

the mobile phone and launched a mass SMS campaign. Voters would receive

SMSes, with the candidates name flashing on their mobile phones, urging peopleto vote for him.


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It immediately caught peoples fancy and made them feel

important. Political leaders here share the same celebrity

status like some of the Hollywood stars do in the West.

Imagine receiving an SMS from Jennifer Aniston! Won't

you feel like a celebrity yourself? Political leaders banked

on this sentiment.

The SMS campaign did leave an impact and the experts say

it did help the candidates to garner votes. This is the power

of communication!

Wi nsurance!This is surely a winner! Indias leading insurance service provider, LIC (Life

Insurance Corporation) has come up with a striking outdoor marketing

campaign that communicates the message simply yet effectively, using the local

trains of Mumbai as their medium.

The local trains of Mumbai are known for the huge amount of crowds they

commute everyday. No less than a million people use the local trains daily; way

beyond the capacity of the trains. As a result, you have people hanging by the

doors precariously. The numbers of casualties reported every year by the

railway authorities is unmentionable!

LIC saw an opportunity and seized it. Their logo consists of two hands (forming

a hand cup) protecting a flame. Now, what LIC did was placed each hand (the

logo element) on either side of the doors of the local trains. So when someone sees


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it, it looks like the two hands of LIC are protecting the people hanging from the

doors. Isnt that what insurance is all about? The message conveyed.

Bravo, LIC!

Uncle, which way to your Kitchen?

Uncles Kitchen is one of the most popular Chinese joints in Mumbai. However,

it was faced with a very strange problem. Since it was so popular among the

masses, everyone knew about the joint but the problem was no one actually knew

where it was located. (Its like how everyone knows about Iraq but they think its

in Afghanistan!)

Since its a small time place and already quite popular, advertising wasnt really

the solution. Instead, the owner came up with an ingenious plan. He provided all

the traffic cops in the vicinity with an elevated podium.

The podium had the directions to Uncles Kitchen printed on it. Traffic cops

would stand in the podium, bang in the middle of the road, to monitor the traffic.

The spot was unmistakably noticeable! Everyone coming to the area would now

definitely know where Uncles Kitchen is. Well done, Uncle! Youre driving the

traffic right into your kitchen.


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Has Ronald McDonald got a job-switch?

When hop scotching through a busy market area, I noticed a colorful character

standing across the street, right in front of a McDonalds joint. It was

surrounded by a mob of kids (in India, McDonalds is positioned as a joint for

family, especially kids). As I crossed the street to get a better picture of what was

happening, I realized that it was some guy dressed up as Ronald McDonald. Or

was it?!

Well, it certainly was Ronald McDonald, but he wasnt promoting McDonalds.

A hotel had employed a chap and had him dressed up as Ronald McDonald to

promote their kid New Years Eve party.

And the little kids were sure flocking to Ronald McDonald! With the least

amount of resources, they effectively promoted their event, capitalizing on some

McDonalds popularity!

Guerilla marketing at its best! Well, almost.


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EggYolk

Although EggFirst is a haven of young and dynamic individuals struggling outthere to contribute in this demanding sector, we lay immense emphasis on

education.

Most of our employees are currently pursuing their post-graduate degrees along

with fulfilling their work obligations.

Our Founder, Mr. Sunny Sadnani, himself is pursuing a degree in Corporate

Law.

Keeping this in mind, the company launched a weekly magazine for management

students, EggYolk.

EggYolk was launched on the same day as EggFirst.

This move was undertaken as a marketing strategy for the company to establish

itself as also to make learners aware of the recent developments in the Branding

Industry.

It is thus a matter of immense pride for EggFirst that circulation of EggYolk in

its 2 nd month of launch has crossed the 5 lakh mark, and the company now plans

to launch a nationwide weekly to feed the ever growing hunger of learners.


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EggYolk College , a special edition for our affiliated colleges in the city has found

liking with learners of 32 institutes in the city and is ever growing.

EggYolk also encourages freelancers with new ideas irrespective of age and sex.

It is a rising platform for them to showcase their creative thinking.

The following are some of the excerpts from EggYolk.

Acknowledgement

I convey my sincere thanks to Prof. Dcosta for his valuable

inputs and guidance which has been of immense help in the

making of this project.

The views and ideas furnished in this project are completely

original and no plagiarizing has been done.

I am grateful to Prof Dcosta for allowing me complete

freedom of views and opinions which have gone into thesuccessful completion of this project.

Thanking you,

Sunny Ramesh. Sadnani

Documents

Marketing Reprot Final