About Horizon - The Marketing Club ...

Where two thoughts meet

01 MARKET FLASH The latest marketing news bits from around the world 02 LAUNCH PAD The new products in the market that you should watch out for. 03 PAGE 3 Chill your eyes 04 BIG IDEAS Short Stories of great people 05 PEPSIWORLD.COM 06 BUDDING VOICE Marketing Grows Younger 07 AD-REVIEW Dissecting the Ad 08 MARKET ANALYSIS Knowing specific markets 09 MARKETING MANTRAS 10 MARKETING QUIZ 11 HUNGRY COWS CONCEPT

MARKET FLASH
Liva delayed by two months In order to meet pending orders, Toyota has delayed launch of first compact car Liva by at least two months. This decision comes at a time, when Toyota is working hard to meet orders of its Etios in India. Etios was launched in January in India, and soon after its launch, the car received upper hand from customers resulting in a booking of 26,500 cars in a short span of time. These booking orders made a big gap of supply and demand resulting in a waiting period of 6 months for few customers. So the company, not willing to increase waiting period of new customers, decided to postpone the launch of Liva BSNL to expand its footprint in 3G technology Bharat Sanchar Nigam Limited (BSNL), Public sector telephone service provider has announced its plan to expand its 3G services to 60 more cities, taking the number to 760 cities. According to Chairman and Managing Director BSNL, Gopal Das, this target will be fulfilled by the end of this fiscal year. Mantri a residential complex promoted by Mantri Developers has been offered new broadband services through fiber-optic cables by BSNL. Mr. Gopal Das said that new broadband service make use of fiber-optic cables and optical electronics instead of copper wire and DSL equipment. The company is planning to provide FTTH service to the appealing customers in 127 cities across the country. Disney interested in UTV Well it is the latest story sprouting around the entertainment industry, it seems that Disney which wants to make a prominent presence in the media market is in talk with UTV software communication to buy stocks. The American multinational proposes to buy the 49.5% of UTV software that it does not own for a handsome Rs 2000 crores. Industry observers believe that it is a win-win situation for both the sides.UTV software has a much better track record as far as India is concerned. The American entertainment channel has been in India since 2005 but is yet to make a mark.

LAUNCH PAD
Pizza Hut TVC goes back in time to reveal new menu

Pizza Huts latest TVC harks back to the1930s in a bid to represent outmoded perceptions that the restaurant solely sells pizza. The advertisement shows characters decked in 30s clothes who are rendered in black and white, yet living in the contemporary color world. Vodafone launches the Vodafone Blue Facebook handset

Vodafone Essar has launched a new handset called the Vodafone Blue. The handset is designed for people who love to stay connected with Facebook and has been developed in collaboration with Facebook itself. The handset allows users to easily share and connect with their friends anytime, anywhere.

PAGE 3
J ames Bond, Railways new brand ambassador The famous chase sequence in the latest James Bond movie will delight Indian fans as the super spy will be fighting the villain on the roof of an Indian train somewhere in Goa, before the train falls into a sea. Indian Railway too, has reasons to be happy: It will get James Bond as its ambassador When the Indian line producer, Take 1 company, came for discussions, I said Bond will have to promote Indian railways and be its brand ambassador. They agreed. We will soon have a written agreement, railway minister Dinesh Trivedi told Hindustan Times. Luck is on Canterburys side Canterbury of New Zealand is proud to announce that internationally renowned rugby league and Vodafone Warriors player, Micheal Luck will be lending his boyish good looks to Canterbury as the new face of the brand. As the brand ambassador for Canterbury of New Zealand, Luck will be the face of new and existing Canterbury products including lifestyle, training, baselayer and eyewear in which he will appear in national multi-media campaigns that span print, in-store and social platforms. Lucks first campaign will be tied to Canterbury of New Zealands baselayer range, developed specifically to improve sporting performance and recovery. Gili Signature unveiled Gili, the name that pioneered branded diamond jewellery in India over a decade and a half ago, has taken another major step with the introduction of Gili Signature, its first sub-brand. The loveable, unassuming and pretty Prachi Desai was the obvious and very apt choice as the Brand Ambassador of Gili Signature the girl next door, who is an independent, young achiever and has made her mark at a young age.

Anil, Sonam to endorse real estate firm The father-daughter duo of Anil Kapoor and Sonam Kapoor have been roped in as the brand ambassadors of EMGEE Groups real estate projects. Anil said the brands central philosophy of encompassing passion, integrity form the pillar of my family too and thus my daughter Sonam and I are delighted to partner in their progress.

BIG IDEAS
ENTREPRENEURIAL STREAK - HARISH BIjOOR
A typical trait of an entrepreneur is their never ending thirst to do something new. And when that thirst takes a person to great heights and makes him a role model for many others you know you have a truly dynamic entrepreneur on hand. Harish Bijoor is a complete blend of entrepreneur, author, quizzer, brand manager and professor and is a true role model for any marketing student aspiring a career in branding. Harish Bijoor is a Bangalore based brand domain specialist. He runs a consulting outfit branded Harish Bijoor Consults Inc., a brand name that has a consulting presence across the markets of Hong Kong, Seattle, London , Dubai and the Indian sub-continent. Harish Bijoor attended Bishop Cottons School in Bangalore and then attended St Josephs Arts and Science college in Bangalore. Later he sat for the Civil Services examination and qualified for the Indian Audit and Accounts services. But this seemed a very dull option to him and he chose instead to take up marketing. He initially started out as a management trainee- sales for Brooke Bond-Lipton and rose through the ranks to become Product Manager and Senior Product Manager before switching to Tata Tea Ltd as General Manager. Harish then became the CEO of Zip telecom Ltd where he made remarkable progress in branding the state of the art pay phone. Throughout his career Harish Bijoor has earned himself a position as one of the best brand strategists in the country. He masterminded a series of innovative campaigns during his stint with Tata Tea and Tata Coffee including printing Tata Coorg Pure Coffee on 3 million eggs. An active member of the coffee world, one of his outstanding creations is the creation of the worlds largest coffee mug in Bangalore. But what is it that sets Harish Bijoor apart from the rest? The answer probably lies in his simple yet highly effective interpretation of what a brand is. Harish believes that The brand is a thought! A thought that lives in peoples minds! He believes that the concept of a brand has evolved over time and now focuses on the thought concept. He strategizes keeping this very aspect in mind and tries to establish brands of products in the dominant psyche of people. And it has worked. He is knows as one of the leading marketers of coffee in India amongst other products. Harish Bijoor however does not limit himself to a corporate life alone. He has a wide area of interest and believes in engaging in many activities. He models himself philosophically on Mahatma Gandhi and teaches at several institutions including Indian Institute of Management and the Indian Business Academy. He has authored Marketing Trends a book targeting consumers who have interest in marketing-specific issues. Apart from this he is authoring two other books and writes regularly for columns in leading newspapers, especially on branding. Amongst varied endeavors, Harish is a member on the Board of Directors of a clutch of companies and his passion lies in the arena of good Corporate Governance. His dynamic and vibrant personality makes his a much sought after Public speaker across the nation. He has the uncanny ability to combine ground realities with concepts and enhance the mass appeal of a brand. But if you think he is a total workaholic youre mistaken. Harish Bijoor intends to retire at forty, and pursue other passions such as quizzing, writing and travelling. Harish Bijoor indeed is a remarkable person who is not only a role model for us but tells us how to judiciously balance work life and personal life and make the most out of life.

BRANDING WITH TECHNOLOGY

PEPSI.COM, AKA PEPSIWORLD.COM
Pepsi.com, a very successful brand site, chose a target audience, explored the audiences needs, determined their own business goals, and designed a smash Hit of a site If you cant sell anything on your site, why devote the human resources, time and budget to create it? In other words, whats the payback? The economic model of a Brand website is similar to mass media advertising. While the Internet is still a developing medium, the basic principles of brand marketing remain. Because of the unique measurement abilities of the Internet, most sites take a direct marketing approach, watching the conversion metrics like hawks. There is a different measurement for the success of a brand website. The goal of the branding site is to use the opportunity to strengthen the brand identity, to build upon the intangible emotional connection in the mind of the loyal consumer. An excellent example for a branding site, Pepsi.com has hit the key components: A clear brand identity, the sites colors, use of logos and complete look and feel integrate well into the overall brand image Fully integrated online and offline marketing, with offline promotions driving traffic to the site, and online promotions gathering more information from visitors for offline marketing efforts Interactive functions that encourage repeat visits and viral marketing, including downloads, online games and music mixing applications. 2001Britney Spears first Pepsi commercial, aired during the Superbowl, is posted on the Pepsi website, receiving 2 million visits. 2002PepsiStuff.com lets consumers redeem points online for over half a million prizes. 2004Pepsi partners with Apple iTunes to give away 100 million free songs, with winning codes found in Pepsi bottles and redeemable at iTunes Music Store. 2005Pepsi partners with Yahoo!, bringing PepsiSmash video segments for free online viewing on Yahoo!s music site. Included: performances by Coldplay, Kanye West and Gwen Stefani.

BUDDING VOICE
HE CAME, HE SAW, HE CONQUERED
Indian History has ever been a source of inspiration around the World. The strength of the inner being has never been exploited better in any Freedom movement before. Gandhi the Mahatma, a simple man, proved the theory of the Power of Truth, the theory of Satyagraha. A frank fact is that none of the members of present Young India can claim to have experienced the feeling of being a part of a phenomenon capable of changing lives. Years later, precisely after 65 celebrations of Independence of the Globes largest Democracy, we witnessed Our Society coming forward as one to fight for the need of transparency in the layers a Political System, which was feared of being prey to the monstrous devil of Corruption. Gandhian in principles, uncomplicated in living and committed in practice, an old man from Ralegan Siddhi, a miniscule village in Maharashtra came forward to fight for the Country with persistent vigour and interminable energy. Anna Hazare became the sound and being for Indians who, however, were in a rush to mimic the styles, which had its roots elsewhere, excusing the behavior for habits that were thought to be liberating. The same man who could create a model village on his home ground, the one who brought forth one of the best Acts for RTI (Right To Information) in Maharashtra, once again took the reins in his hands to guide his Young Nation towards a goal that was visualized by his Mahatma. The mission worked like magic. Indians from all over the multilingual Country flocked together to be a part of the Movement of the 21st century AD. Caste, colour or creed, nothing mattered as far as the united minds were concerned. The aim was absolute. Amongst frauds in transmission through the free medium, to conduction of International events, Indians were losing their reliance on every venture. It was the creation of an era, which was transparent in each of its mechanisms to rule, that was aimed at; a Democracy which itself could represent the people for whom it was built; a Government in which the citizens could place their trust completely for solutions when grieved. The spirit of Anna spread like fire. Crowds voiced their support all over by gathering in etiquette that they could afford, setting aside the otherwise busy schedule, whether it was the Ramlila Ground in Delhi to watch the heros fast for success or on any other place where the citizens chose to showcase their support for the ambitious vision of a corruption-free India. Lokpal, the pioneer that is envisioned by Anna entails methods of prevention, prosecution and punishment. Though powerful in themselves, the processes are to aid the common person against the difficulties that he faces for even the simplest of task in the Government sector. The Preamble to the Indian Constitution has it all. Equality, a Freedom secured to all the citizens, is the crux of Annas Lokpal. From the least, to the Prime Minister in the political hierarchy, Lokpal covers everyone. A body with power, but, on the Government and detached from it can obviously help the Nation. With support from all quarters of the cultural haven, Anna Effect progresses forward. A brand was etched in the psyches of millions in India. Precisely as in the words of the man who is the source as well as the potency moving the souls in India - It is the second freedom struggle.

AD-REVIEW
The All-New Ford Fiesta Experience
Here is the All-New Ford Fiesta commercial with real people and real experiences. The ad features special moments from The FIESTA Experience - a 10 day, 1300 km drive from Delhi to Diu by four amazing drivers: Vikramaditya Singh (Video journalist), Monica Joon (Professional Discus Thrower), Shruti Sharma (Travel Writer) and Archit Rakheja (Adventurer). After this exciting 10-day, 1310-Km drive (dubbed The Fiesta Experience), TVC brings the four people together in a fun TV ad and several print ads. In the TVC all four drivers share their real life incidents. In TVC they share some of the features they have loved like advanced Bluetooth voice control and cruise control, along with best in class fuel efficiency and unmatched safety features that are not even found in luxury cars in higher segments. By leveraging real people and their experiences in our advertising, we are taking a very unconventional approach in the automobile industry. Knowing the pulse of the audience helps us in learn something new every moment. And this honest, unbiased and direct reality check is kind of involvement that helps brand Ford position and connect with the consumers says Anurag Mehrotra, vice president, Marketing for Ford India. The approach and look of this TVC is fresh and easily grabs the eyeballs due to real people sharing their experiences which is something new for viewers in India in automobile segment. Finally ford has understood the Indian customers as it tries to build the relationship rather than just focusing on Car features. Attracting Indian customer has been always a tough nut to crack for foreign companies such as Toyota, Ford and Hyundai. Hyundai did a brilliant job by improving their services and treating Indian customers as different and unique and satisfied their needs. Ford seems to follow the same path, trying to emotionally, logically and rationally connect with customers who are obsessed with Maruti Suzuki. The campaign, targeted at the age group of 28-32 years from the Tier I and Tier II cities of India, is created by JWT India, Delhi. The media mandate is handled by Mindshare. Ad agency- JWT India Rating-

MARKET ANALYSIS
BRAND SINGAPORE
When we talk about Singapore, we talk about a country worth visiting at least once in life but we all forget whats behind it. The complete picture of Singapore which comes to our mind is because it has positioned itself as BRAND SINGAPORE as well as a tourist destination and a developed country. It sells experience to the customers. For the marketers who visit the country, it is impossible to miss the way it markets itself, the way they brand themselves and they way they position themselves. Of course it is a tech savvy country, so it is always informed and the new information is just a button away. They are very smart in terms of increasing the visibility of the brands available to the customers. Few examples for this would be cabs plastered with advertisements, almost all the metro stations open in malls which is also important from the business point of view. The countrys location in itself is a boon for the country. The country creates its own identity for the tourists through merchandising. They have a complete range which defines the SINGAPORE EXPERIENCE and u cannot miss getting one for you because of the pride the customer attaches to the same. This again zeros down to the branding of the country. Every single experience offered to the customer is unique and it gives an unforgettable experience to the consumer. I guess the only common take away from Singapore is the wish to visit the country once again. To me Singapore is one of the best examples of Branding. It has positioned itself as unique and of course it has proved to be one of a kind experience.

MARKET Mantras
Affiliate Marketing
Revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations or a hybrid model.

Corrective Advertising
Advertisements or messages within advertisements, that the Federal Trade Commission orders a company to run, for the purpose of correcting consumers mistaken impressions created by prior advertising.

Pupilometrics
A method of advertising research, in which a study is conducted on the relationship between a viewers pupil dilation and the interest factor of visual stimuli.

Products are made in the factory, but brands are created in the mind. - Walter Landor

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. - Jeff Bezos

MARKETING QUIZ
QUESTIONS
1. Which cricketer has lent his name to branded bats numbered 375 and 500? 2. In which year did, Adidas acquired Reebok for $ 3.8bn? 3. What is the equivalent of Maruti 800 in Pakistan, manufactured by Suzuki? 4. What is the name of the index which is based on the price of McDonalds Burger worldwide? 5. Name the innovative cricket bat manufactured by the cricket gear manufacturing company Mongoose. 6.

Name the brand which is the one of the greatest flops in the Ford. 7. Which Spirit Company distributes Bombay Saphire, a gin brand launched in 1987? 8. Name the analytics company that is acquired by IBM recently for $387mn. 9. Name the logo of kappa and the famous football team it sponsored for the first time in 1979. 10.

Identify the Logo.

ANSWERS
1. Brian Lara 2. 2006 3. Suzuki Mehran 4. Big Mac Index 5. Mongoose MMi 3 6. Edsel 7. Bacardi 8. Algorithmics 9. Kappa, juventes 10. Prudential

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HUNGRY COWS
A theory proposed by Badari Kumar Alapati, for the analysis of franchise location. Introduction: When a company wishes to open a franchise, it will consider many factors like: The potential power at the place? The Source from which we get customers? The Competitors. Types of customers. and so on..... Whenever, I visit any franchise; I used to do a thorough study of the factors that affect the business due to the location of the franchise, and this thorough study was made as a project. Any business firm before starting a franchise or to improve business (if a franchise is already existed) can use this theory to do an analysis of their franchise location. THEORY: Assumption: 1. 2. The Hungry Cows Theory consider customers as cows, that are hungry (hungry refers to the need of the customer). Cows go in various paths on their own, when there is no cowherd to tend them.

Terminology: S Strength: Shed of Cows The source from which, the franchise get customer called shed of cows Eg. Bus stops, colleges, offices etc., are the sources from which, we get customers. Figure 1: shed of cows

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HUNGRY COWS
W Weakness: Other Gardens Each competitor is called a garden, that attracts cows (customers) that are hungry. When cows move in random paths, the gardens along their paths will attract them, hence these are called competitors. Figure 2: cows grazing gardens

O Opportunity: Path The path in which, cows move out from the source. This helps any company to know how customers are distributed from the source(shed of cows.) and can consider as an opportunity for the company to focus, on the path through advertisements, offers, decoration etc, to change the cows path to our garden. Figure 3: Path in which cows move:

T Threats: Circle of Competitor The strength of the competitor is always a threat to your franchise. Also, the strength of the competitor will be identified by circles(the concept of circles will be explained in coming lines).Hence, the competitor circles are named as threat.

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HUNGRY COWS
Description of Theory: Whenever a franchise wants to study about the benefits and its affects on the location, they can use this theory and can go with a few changes required to improve the business. Also this theory helps in measuring the potentiality of a location. The theory is more relevant in analysing the location of food and coffee outlets. In general, whenever cows are on roads, without any cowherd to tend to them they will move in random paths and go towards gardens in such way that, few cows will go to the gardens nearby, a few cows will go to the gardens which are fresh, and a few cows will go towards a bigger garden etc. The customer also considers same many factors. Like franchise nearby, franchise of big brands, franchise with offers etc. before customer into a franchise. So as a franchise manager, need to possess few competitive advantage features, to make customers to step-in. Advantages of this theory: 1.To know themselves. 2.To know/ locate competitors. 3.To identify customer source. 4.To know, how customers are distributed from source. 5.To know the potential of your franchise location. 6.The strength of your competitor. How this theory works: Gardens attract cows that are hungry, in the same way franchises attract customers who are in need. Cows are attracted towards gardens, because of its greenery, because of no fencing around the garden and even because of garden in the vicinity. So every garden attracts cows in its own way. These attractions around every garden are simply represented as circles around it.

So, every franchise/Store has circles around it. Circles are simply a kind of vibrations responsible to bring customers in to your store. These invisible circles have strength that makes customers to step in to your store. The strength of the circle depends on many factors like, highly established brand in the market, less pricing than competitors , franchise located on correct side of lane, huge space for customers to hang around, huge offers, and decoration of franchise. So, its up-to the franchise to know the strength of its franchise to consider the circles of your competitor, to know the paths in which source is distributed, to know where the sources are located. And can improve the strength of the circle, to attract cows by building brand image, adding more offers, improving quality, promotions more at sources of customers, Shifting the location of franchise etc. Its important to know the problem of your franchise by this theorem and to choose the correct solution for it. Images are not my own, used under copyrights.

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CONTRIBUTIONS
Market Flash- JOBIN DEVASIA Launch Pad- AMAN DHAND Page 3 RAJAT SETIA Big Ideas- AANCHAL Branding with Technology RAJAS THANEKAR Budding Voice APARNA RAJ C. Ad-Review- ROCHAK VYAS Market Analysis SUMAN Quiz- RANJITH KUMAR Quotes- IBOPISHAK Editors Note- BADARI KUMAR ALAPATI

EDITORIAL TEAM
Editor-In-Chief- Ibopishak Singh Editors- Aanchal Nichani, Aman Dhand, Aparna Raj C., Jobin Devasia, Rajas Thanekar, Rajat Setia, Rochak Vyas, Ranjith Kumar, Shejo Joseph, Suman Bhakar Creative and Design TeamTarun Gupta and Rahul Sinha