Thursday, September 9, 2010

Markathon August 2010



Dear Readers,

Change is one word that I have heard countless times in classes over the past one and half years of MBA education. There have been numerous debates whether change is good or bad, whether people like change, whether change can be forced on people, how to “manage” change and so on.
So what is it about this word “change” that makes people sit up and turn around? According to me change more often than not is for a brighter future and for a more glorious path ahead. Change ensures a break from the past routine and gives people something new to discuss, analyse and evaluate. In the world of marketing even the most popular & trusted brands go in for a makeover & a rebranding exercise over a period of time. Why? This is because after a period of time people demand for something new, something different, something that makes the brand experience refreshing. In short, they demand CHANGE.
We, the members of Team Markathon thought why not give our readers something fresh, something innovative. So we decided it is time to go in for a “change”.
Building on our aim of creating a connect with our readers, we have started four new monthly columns, namely, Brand Story, Bookmark, ADdicted & Radical Thoughts so that you, our customers would have the opportunity to interact & discuss your views & thoughts with us on a one-to-one basis.
We have also introduced a new competition – “The 4th P”, which is a photography competition with a marketing tinge to it.
This is not all! We have more for you. Our website has been given a complete makeover to make it much more attractive, user friendly and dynamic in nature. A number of exciting features have been added to improve your experience with brand “Markathon”. Do check it out and let us know what you think.
In this month’s Cover Story – “The Rise of the Indian FMCG Company” we have analysed the Indian FMCG industry from the perspective of the Indian, home bred FMCG companies, which includes the likes of Godrej, Marico, Wipro, Emami etc. Their secret to success, strategies executed, plans to counter the multinationals and much more has been studied in depth.
In the Vartalaap section, we present to you an intellectual, who is from no less than the Mecca of education itself. Yes you guessed it right!! This month’s guest is Prof. Sunil Gupta, the Head of Marketing, Harvard Business School. He talks to us extensively about one of his prime research areas which is customer management and also shares his views on the new age medium of marketing which is social media.
That’s about it from my side. So go ahead and check out our all new revamped Markathon and do let us know what you think about it. Send in your suggestions too so that we could incorporate them over, as we all know change is an on-going & continuous process.

Happy Reading.

Kaushik Subramanian

Saturday, September 4, 2010

Markathon July 2010



Dear Readers,

In the past month, one major marketing news that caught my attention was the BIG BIG decision coming from the house of Bajaj Auto. At least it was quite big according to my judgement. If your one of them who hasn’t yet realised what am referring to, not to strain your grey cells too hard. Yes, am talking about their decision to drop the Bajaj brand name from both their Pulsar & Discover brands. Henceforth they will be promoted as individual brands sans the Bajaj family name. And all new models would be under the umbrella of either of these two brands. When I first read this news article, I was shell shocked. To say the truth, I was clean bowled as to why they would make such a drastic decision. This was because as far as I knew, whenever one heard the name Pulsar or Discover for that matter, the first relation that consumers made was to Bajaj, the age old brand in the field of two-wheelers. And now, here they were having decided to let go of the rich and immense brand value and trust that had been earned over aeons.
The reasoning given was that the Brand Promise and Target Group of both these brands were at two extremes of the spectrum and hence should not be continued to be looked upon as a part of the same family.
Coming to think of it, it makes sense logically. But as an end consumer it will take quite some time for me to come to terms with the fact that they are disassociating the illustrious and close to heart Bajaj brand name from their two biggest selling brands. Only time can tell whether this bold move will pay dividends or otherwise.
Continuing to keep the topic of discussion i.e. means of transportation, let’s get airborne now!! Yes, you guessed it right. This issue’s Cover Story focuses on the Indian airline industry. Off late, the airline industry has been all glum and sorrowful, what with all the recession, rising oil prices and ballooning debts. Bankers have proposed restructuring the debt of major airlines in a bid to help them out. The scenario looks like it can’t get any better. But all is not lost just yet. Both Spice Jet & Jet Airways have reported profits and Kingfisher Airlines a narrower profit for the first quarter ending June’10. Many of the low cost carriers like IndiGo, SpiceJet & GoAir are going in for a major fleet expansion. Air passenger traffic has increased by 22%. These are just some of the positive signs visible at first look. In our Cover Story we have taken a close look at the airline industry in India and also how Customer Relationship Marketing (CRM) techniques could possibly be the ideal tool that airline companies are searching for to come out stronger from this lull in business.
Also for the upcoming issue’s Eye to Eye section, we have sought your opinions on this big move of Bajaj that we have just discussed. Do let us know what you think and whether you agree or disagree with me!!
And finally do let us know what you think about this issue and please share your views & suggestions that you think would help in making Markathon bigger & better.
Happy Reading.

Kaushik Subramanian

Markathon June 2010



Dear Readers,

Football fever is gripping the world and I am no exception to it. Am no football fanatic and yet I stay up till two in the night to catch my daily dose of football action. The initial rounds have gone on predictable lines, except for the shocking exits of last year finalists France & Italy. The semi-final line up looks intriguing and am all pumped up to continue my short but exciting honeymoon with football Besides the riveting football action, what has caught my attention is the slew of advertisements put up by a number of biggies. Not at all surprising, considering the fact that the event, being held in South Africa, has reached out to approximately 19.7 million people in the first two days as opposed to 14.6 million people in 2006 and has seen a growth of 35 per cent in the reach. According to TAM Sports the top three categories of advertisers are cellular phones, cellular phone services & two wheelers and the top three advertisers are Bharti Airtel, Vodafone Essar & Nokia Corporation.
There is a clear trend here that can be observed. The cellular phone companies & service providers are visibly spending big bucks on this event and are going at full throttle. What could possibly be the reason for this spending spree?
One possible answer that pops up in my mind is the recently concluded 3G spectrum auction. Telecom companies have paid skyrocketing prices for bandwidth, exceeding the government’s expectations by a huge margin. Is this kind of splurge by the companies a sensible move?
So we thought why not discuss this issue in detail in this edition of Markathon. Besides, the Cover Story our Eye to Eye and Silent Voice sections also focus on the telecom sector.
The Cover Story delves deeply into strategies adopted by the different telecom players in this hypercompetitive market. Though everyone wants to be a part of the lucrative Indian market, there is a general feeling that the 3G auction binge has done irreparable damage to the financial abilities of telecom players, especially the newer ones. Pundits believe that the industry is going to witness massive consolidation with the bigger ones gobbling up the smaller ones who have been suffering from the low ARPUs and heavy licence fee. Though India has been late in joining the 3G bandwagon, it will do wonders to our country, especially rural India. But the journey is at its half way stage and the speed of roll out of 3G services will be critical. This is definitely a sector to watch out for!
Hope you find this issue of Markathon an interesting & engaging read. Please do send in your feedback, as it helps us grow and make Markathon a bigger brand.
Happy Reading.

Kaushik Subramanian

Markathon April-May 2010




Dear Readers,

The media is abuzz with the just released 3G auction results. Service providers must be praying hard and keeping their fingers crossed hoping that the massive investments they have made are justified and they reap commensurate profits. At the same time customers’ are expecting new & innovative services which would give them more value and make the whole experience much more “fun”. The Value Added Services market is pegged at $45 billion and with the entry of 3G services, a paradigm shift is expected in the VAS market.One such possible new service that could be offered is mobile gaming. It’s a concept that has been gaining attention off late but it’s yet to achieve its full potential. And possibly the introduction of 3G services could be the turning point. With its arrival the potential of virtual gaming has increased manifold. High quality and large games can be downloaded quickly with larger bandwidth, which would enable consumers to access these games in a matter of seconds. And now high end mobile devices are available with more processing power and larger screens which will enhance the overall gaming experience for the consumer. Consequently this could possibly have an impact on the sales of handheld gaming consoles too.
In this month’s Cover Story we thought of going a little offbeat and explore an industry that is not much in the limelight and analyse how it works and what does the future hold in store for it. Yes, I’m talking about the “Gaming Industry” in India.
Gaming in India has never been popular in India and nor is it now, compared to other sports or games. The popular perception is that it’s neither lucrative nor is it something that exercises your brain or body. As a result, gaming as profession or hobby is considered a waste of time and hard-core gamers are looked down upon. And presently gaming to whatever extent is popular predominantly in urban cities.
Our Cover Story takes a look at the general profile of an average gamer in India, gives an insider’s perspective of the gaming industry, looks to ascertain what does the future look like for the gaming industry and suggest some possible avenues by which gaming industry could earn more profits.
In the Vartalaap section, staying with the flavour of the season, we have an in depth discussion about the telecom industry with Mr. G. Ramprasad, CEO, Tata Teleservices Chennai Area). He throws some light on the marketing strategies of Tata Indicom, the growth strategies for Tata Photon and also gives his take on the future of 3G.
Hope you find this issue of Markathon as informative and as interesting as ever. Looking forward to your continued support & love. Please feel free to pour in your opinions & suggestions, because YOU complete us.
Happy Reading.

Kaushik Subramanian

Markathon March 2010



Dear Readers,

As I sit down to write my First Editorial, a million emotions gush through me. A feeling of joy & ecstasy, a sense of responsibility, a sense of gratitude, a sense of ownership, a sense of having achieved something. I could go on & on, but just because I’m the Editor I don’t get to exceed the word limit given by the designer. He still is the boss!!
A special feeling in the midst of all these emotions: this is the Anniversary Issue of Markathon and the timing couldn’t have been better for the new team to take over the baton passed on by our illustrious seniors. From the humble beginnings it had, to the present status Markathon has achieved, the journey has been a story of sheer determination and willpower. To come out with a monthly magazine, that too on a pan-India level, with quality contentis easier said than done. The list of people interviewed by Markathon includes the cream of the academia & the who's who of the corporate world.
This stands testimony to the quality and credibility of our magazine, and this goes to show that our seniors have done their job with utmost dedication and devotion.
With the new team comes a fresh set of ideas, new perspectives on various issues & a variety of innovative initiatives to take the magazine to greater heights. You can be rest assured that this new team will strive hard to not only satisfy your expectations, but also exceed them.
This being the Anniversary Issue, we thought it would be ideal to give a snapshot of the year that went by. Our Cover Story “Total Recall” presents to you what according to Team Markathon were the Best Brands or Practices in those fields which we felt were the most happening areas of Marketing, namely, Advertising, Green Marketing, Event Marketing, Product Launches, Consumer Trends & Packaging.
We have also selected and published the Best of the Articles and Ads published in the past year, for Strategic Analysis, Pandora’s Box, Perspective, Productolysis & Silent Voice.
In the Vartalaap section, we have a conversation with Prof. Jagmohan S.Raju, Chairperson of the Marketing Department at Wharton, University of Pennsylvania. A man of little words, but those little words pack a punch and are truly inspirational.
To conclude, I, on behalf of the whole team, would like to thank our senior team for all that they have done for us and giving us the opportunity to carry forward and realise their dream.
Last but not the least I shall request, YOU, the readers & subscribers of Markathon to bless us and shower on us the same love and affection you had shown to our seniors and help us in our endeavour to make Markathon an iconic brand.
Happy Reading

Kaushik Subramanian

Markathon February 2010



Dear Readers,

Many people often ask me, why “Markathon” is the name of your magazine! With a big smile I reply back – “It’s a blend of marketing and marathon, a platform for sustainable marketing strategies; A winner in the long run”. But the curiosity refuses to die down as to how marketing strategies can be made sustainable, when companies are looking for quarter end results? Well, it necessarily is not, as explained in the rest of the editorial. It is a philosophy of marketing which suggests, as marathon is a test of endurance, marketing strategies built for the future, distinguishes you from the crowd. Definitely short term promotional measures are essential to keep the customer engaged, but companies succeed only when their marketing acumen has clearly identified the gist of the consumer requirements or the jobs to be done and create a business model to tap the need throughout his lifetime. Hindustan Unilever might have been impacted time to time by our home grown companies like Cavinkare, Wipro, Ghari or Nirma taking over its market share, but HUL’s business model is built around marketing strategies which go far beyond what the other companies have ever thought about. Companies such as HUL, P&G or J&J do not just create products but also innovate new markets, categories and even consumers too! They build complete solutions which are in line with the simple principle of Marketing Guru Ted Levitt that “Consumers do not want a drill; they need a square inch of hole.” Especially HUL’s marketing strategy in conjunction with its distribution reach through programs such as Shakti can unsettle the competitors for good in the long run. Similar phenomenon can be observed in the Indian Automobile Industry, where Suzuki (MUL)’s unbeatable might is centered on crafting a perfect value proposition for an average Indian and delivering it proactively where ever he goes. These companies are patient for growth but impatient for profit.
On the eve of the Auto Expo, we decided to dedicate this issue to the wilderness happening around the Indian Auto market. In the aftermath of the dotcom bubble and the recession, companies have shifted their base towards some unknown territories like India, China, Latin America, also known as Rapidly Developing Economies. And as far as I can see, it’s the auto companies who have migrated the most. The recent auto expo has highlighted not only the faith of these companies in the pockets of Indian consumers but also their eagerness to mould themselves to the latter’s taste. Right from GM to BMW, Tata to Hero Honda all are now flying high on the strength of Indians which is fuelled by a perfect confluence of economics and politics. Riding on the recovery path of 2009, built by the foot soldiers of the Indian economy i.e. rural India, Indian Automobile Industry grew modestly at a rate of 15-21% in the last 8 months and is now ready to turn the unfulfilled dreams into reality, dreamt of during the economic boom of 03-07, with rapid facility expansions and new product innovations.
I welcome Mr. Peter Kronschnabl, MD BMW India as the guest of this special issue of Markathon. Mr. Peter is a perfect example of a turnaround CEO, who within a period of 8 years helped BMW sky-rocket to the numero uno position of the Indian luxury car market. The interview revolves around BMW’s gateway to success, their marketing formula and also the agility of his leadership, which has been the most crucial factor in BMW’s India conquest. I also welcome Mr. Harish Bijoor to this special issue of Markathon. He is the man behind Tata Coffee’s exponential growth through his shrewd and uncanny marketing strategies. His presence here will definitely help us recalibrate our marketing wisdom.
Dear Friends, we the founding members of Markathon are at the fag end of our Shillong days and now ready to pass on the baton to a new and vibrant team. We started the magazine with a dream of making a mark in the field of marketing and we strongly believe we have achieved the same to a great extent. Now Markathon has become one of the most popular marketing magazines among Indian B-Schools. This would not have materialized without your support and encouragement. We improved with every issue solely because of the compliments and suggestions received from your end. We take this opportunity to thank the whole B-School fraternity of the country, especially to those participants who had faith in us and sent their masterpieces to be published in our magazine. We would also like to thank the faculty and the administration of IIM Shillong for their inspiration and the support to excel. Definitely it’s the first batch of IIM Shillong that has made this endeavor possible and fruitful.
Moreover this achievement will remain incomplete without acknowledging the guidance and support of our beloved Prof. S. Shajahan for his inspiration and for encouraging us to promote industry academia interaction and helping us throughout the journey. I would also like to thank Prof. D K Agrawal for his support. I must congratulate and also thank the entire founding team of Markathon for completing this journey successfully. Saurav, Dilpreet, Soumyasanta, Ritul, Pranav and Parul have been instrumental for the present form of the magazine. Here I would like to make a special mention of Saurav, Dilpreet, Ritul and Pranav for their perseverance and support in every phase of this journey. Nonetheless the magazine would not have been in the present form without the creative intelligence of Soumyasanta. Thank you very much Somu! I would like to place on record my heartfelt gratitude to certain individuals who not only helped me but have also influenced this initiative directly or indirectly, they are Mithila Palla, Shreya Bhattacharya and Swatee Nayak.
Friends, as every new beginning comes from the end of some other beginning, we bid adieu and let the new journey begin. We are confident that the new team comprising of Debanjana, Kaushik, Keshav, Priyanka, Samita, Samrat, Saurabh and Varshik will definitely render you with amazing marketing insights and take Markathon to greater heights. I request you all to shower the same affection and love as you have done to us. They not only have immense enthusiasm for marketing but also have absolute dedication to work, compassion and a gentle heart.
So friends finally I would like to end on the same note as the beginning, by reiterating John T Garret’s words which I wrote in the very first editorial, back in April 2009,
“Even a Marathon Begins with a Single Step”
With a heavy heart and a dream of bright future ahead, I am signing off.
Goodbye friends
Yours Editor on Behalf of the Founding Team

Asit Kumar Jain

Markathon January 2010



Dear Readers,

Innovation! A lot of theories and concepts have been proposed to understand and practice innovation in and around organizations. UK even has a ministerial department to deal with and promote innovations. It has now become such a loose term with every second organization setting up an innovation wing and fooling around with impotent products and services. But the twist in the tale is that they have been able to market it very precisely and have also become successful. I began a small expedition to unravel the truth behind this most talked about term. I came across a book called Innovators Solution that convinced me how a small idea can become a big innovation just by altering your lenses that is used to see the market. It talks about disruptiveness in the innovation process and how it differs from other forms of innovation (Continuous, sustaining, radical or incremental). Instead of focusing on the need of the customer, it provides a time bound solution for her job to be done. Customer hires the product or services to get her job done. This means that marketers need to understand the jobs that arise in customers’ lives for which their products might be hired.
This month we decided to discover the presence of disruptiveness in the Indian Tourism through analysis and case studies. Is there any state or company following the emergent strategies to sell their exquisite locations to the desperate tourists? With the highest number of public holidays adoring its calendar, India has gained a rare distinction of being a country of holidays. But except for greeting card companies, shopping malls, multiplexes and K’ series soaps, nobody has been able to cater to these cohort of customers, who just want to get their single job of killing time to be done productively during holidays. Thus, a lot of room exists for tourism companies/states to get hired by these customers and create value for each other. A perfect example of such disruption is found in the Indian rural tourism. Indians do travel, but most of them like to visit their native places/relatives in rural areas. So why would they go to some other village instead of their own? Here come the perfect urban folks and foreigners devoid of the rustic charm, ready to empty their wallets for a nights stay in an earthen or bamboo compound of Gujarat or Meghalaya.
We are entering a new decade and obviously wish it to be more exciting, prosperous and full of happiness. We too wish the New Year to bring more capital to the economy, encourage people to spend more than before, increase the bottom-line of companies, propel the Sensex and motivate companies to invest on new product and services and finally enable an impeccable analysis of these developments by our spirited writers. So let the wheel of innovation keep rolling.
Wish you again a very happy new year from our whole team of Markathon.

Asit Kumar Jain

Markathon December 2009



Dear Readers,

After the special focus on the emergence of in-film branding in the October issue, we are back with more from the booming Indian media industry in the new issue; with a special analysis of Indian Film Industry through Bollywood Inc. Though Bollywood in India dates back to the pre-independence era, its importance as an industry and a revenue provider to the exchequer, has been felt only recently. It no longer remains a mere mass producer of Masala movies but now gives stiff competition to the leading movie industries across the globe in terms of value as well as ROI. The foundation of Bollywood Inc. is further strengthened by cross border deals with the ‘big b’s’ of Hollywood and entry of corporate behemoths like Aditya Birla and Reliance onto the bandwagon. While multiplex culture has brought in a lively business model to its foray; digitization of content and distribution is giving fillip to the growth race. Changing customer preferences are also influencing this to a great extent and allowing many short budget movies to become resounding stories of success. The melodrama phenomenon synonymous with Bollywood is fast receding to make way for the employment of modern management practices in this industry. Earlier it was the movie budget and star cast that mattered the most but now the pre and post production campaigns have taken the center stage in decision making as they now take more than 30 percent of the total budget. In recognition of the potential of the industry, IIM Ahmadabad has also made a foray into academic research for this field. So Bollywood is now no more a mere hunting ground for becoming the next Shah Rukh Khan, but offers a whole lot new opportunity for minting money professionally.
I gladly welcome the guest of the month, Dr. Dinesh Keskar, President, Boeing India. Dr Keskar’s career path has been every greenhorn’s dream and an incumbent’s envy. His multiple transformations from being a space engineer to a salesman and then leading an organization of international repute is a testament to his glaring persona. But it’s easier said than done and requires a perfect blend of dedication, commitment and attitude to not only achieve that feat but also savor it fulfilling the expectation of all your stakeholders. In the interview he has talked about the growing clout of Indian Aerospace Industry from the perspectives of both civilian and military demand and emergence of new drivers of growth for Boeing.
Big news is that we are coming up with our website www.iims-markathon.in. It has been developed in-house by the students of IIM Shillong and we have tried our best to make it informative as well as interactive. Please feel free to suggest further improvements.
The stories from the nation’s future marketing wizards will be compelling enough to cause goose bumps and make the study of marketing much easier.
Looking forward to your wishes and support.

Asit Kumar Jain

Markathon November 2009



Dear Readers,

Marketing theories undergoes rapid modifications thanks to the era of cosmetisation of texts and beliefs. My recent encounter with two such buzz-theories left me baffled and led to a prolonged research, whose findings I am summarizing in this editorial. The first one is called ‘Marmite Effect’, which says, “it’s better to be a polarising brand that people love or hate than to be ignored”. Drawing the same concept into the human psychology, Oscar Wildly once said, “There is only one thing in the world worse than being talked about, and that is not being talked about.” Marmite effect is a really wonderful tool to gauge the consumer’s psyche about your brand, that whether they loath about it, are deeply influenced by it or leave it into disdain. It is really important to gauge the brand effectiveness because the basic premise of creating a brand is to elicit response from the whole generation of consumers. The response may be on the right side or on the wrong track, which is immaterial. A recently conducted study further reiterates the theory that brands that have been mostly talked about be, it loved or hated, are highly successful as compared to brands that people just ignores. Moreover most successful brands have almost a similar size of adorer and defector but a huge chunk of them buy their products proving the fact that Marmite Effect holds true. The second theory is about transformed ‘Gen-Y’ in the era of Web 2.0 and talks about, what it requires for marketers to keep pace with the generation of tweeting, texting and social networking obsessed youth to increase their visibility and understanding in their wired world. The need for adopting a differential approach can be measured from the sheer size of this consumer base as well as their purchasing potential, their demands from brands to become more transparent and provide more value for their limited investment. I strongly advocate brands to learn the right way to approach this interconnected environment to become part of the wallpaper of these ‘CyberGens’ modern life; unless they will be dropped into the trash bin in an instant.Our new issue has identified couple of such brand concepts those are going to define the marketing world vigorously. It begins with the wide use of In-film placement as a tried and tested format of advertising to reach the prospective consumer base more accurately than any other media. A new flavor in the form of ‘swarm theory’ is added to the concept of viral marketing while, brand enhancement through disparate association of brands makes a good read. The cover story by marketing consultant, Jigyasa L Dhir revolves around the rapid use of value added services as the augmented value tool, to elicit Indian consumers vis a vis boost the ROI of marketing.
I hope the issue will definitely arouse, elevate and keep you occupied with the world of marketing. Looking forward to your comments and wishes to bring out more smoking issues in the future.

Asit Kumar Jain

Markathon October 2009



Dear Readers,

Marketing theories undergoes rapid modifications thanks to the era of cosmetisation of texts and beliefs. My recent encounter with two such buzz-theories left me baffled and led to a prolonged research, whose findings I am summarizing in this editorial. The first one is called ‘Marmite Effect’, which says, “it’s better to be a polarising brand that people love or hate than to be ignored”. Drawing the same concept into the human psychology, Oscar Wildly once said, “There is only one thing in the world worse than being talked about, and that is not being talked about.” Marmite effect is a really wonderful tool to gauge the consumer’s psyche about your brand, that whether they loath about it, are deeply influenced by it or leave it into disdain. It is really important to gauge the brand effectiveness because the basic premise of creating a brand is to elicit response from the whole generation of consumers. The response may be on the right side or on the wrong track, which is immaterial. A recently conducted study further reiterates the theory that brands that have been mostly talked about be, it loved or hated, are highly successful as compared to brands that people just ignores. Moreover most successful brands have almost a similar size of adorer and defector but a huge chunk of them buy their products proving the fact that Marmite Effect holds true. The second theory is about transformed ‘Gen-Y’ in the era of Web 2.0 and talks about, what it requires for marketers to keep pace with the generation of tweeting, texting and social networking obsessed youth to increase their visibility and understanding in their wired world. The need for adopting a differential approach can be measured from the sheer size of this consumer base as well as their purchasing potential, their demands from brands to become more transparent and provide more value for their limited investment. I strongly advocate brands to learn the right way to approach this interconnected environment to become part of the wallpaper of these ‘CyberGens’ modern life; unless they will be dropped into the trash bin in an instant.Our new issue has identified couple of such brand concepts those are going to define the marketing world vigorously. It begins with the wide use of In-film placement as a tried and tested format of advertising to reach the prospective consumer base more accurately than any other media. A new flavor in the form of ‘swarm theory’ is added to the concept of viral marketing while, brand enhancement through disparate association of brands makes a good read. The cover story by marketing consultant, Jigyasa L Dhir revolves around the rapid use of value added services as the augmented value tool, to elicit Indian consumers vis a vis boost the ROI of marketing.
I hope the issue will definitely arouse, elevate and keep you occupied with the world of marketing. Looking forward to your comments and wishes to bring out more smoking issues in the future.

Asit Kumar Jain

Markathon August-September 2009



Dear Readers,

Recently I was startled to find the marriage of two iconic automobile brands with mutually exclusive target segments. Aston Martin has definitely played down its image of a marquee by partnering with Toyota for the development of a small car. Such move by AM to reap volume targets would definitely antagonize its loyalist. It is a perfect example of brand abomination as said by Mark Ritson. How brands and companies can mark a difference and also create new opportunities in tumultuous times without brand abomination, can be learnt from LG and Bharat Matrimony. While the former one has started developing a 50ltr refrigerator for rural India, the latter has come out with a facial recognition tool to search your life partner possessing similar facial traits of your dream celebrity and this is what I call an innovation in marketing.Keeping innovation in marketing as the agenda, the cover story analyzes how three essential commodities have gone through the cycle of branding and have opened up a completely new chapter in the branding of commodities. Right from water, salt, sugar, steel to of late branding of eggs has proved beneficial for all the partners in the value chain and has been immensely appreciated by consumer forums. But as a mark of caution, one should only choose those commodities where branding can create differentiation in the perceived value of the consumer that was previously missing in the raw product.
We are again back with the Pandora’s Box section, long after the first issue discussing the potential benefit of humor in advertising to capture the consumer mindshare. The exponential growth in the use of WOM in the virtual market space along with the statutory strategy to be adopted has been exemplified in the perspective section. How Kishore Biyani managed to save Pantaloons in the midst of recession by following a customized 4P strategy is made available in the strategic analysis section.We are really proud to present the guest of our month Ms Nadia Chauhan, Jt MD & CMO of Parle Agro. An icon for many management graduates, she has proved her competency by revitalizing the company portfolio with breathtaking brands like Appy, Bailley and several initiatives to her credit. She carries an aura of command in business, which is clearly reflected in every word she spoke for the interview.
Further entrenching our corporate column, we bring you Ramesh Jude Thomas, President and CKO, Equitor Consulting, who has spoken about the innovative way of brand mortgaging to leverage brand equity and thus monetize it.
Our Silent Voice section has created flutter across the B-Schools of the country with largest ever entry received. We have gone a step ahead to get the entries evaluated by creative designers of Ogilvy & Mather India and to bring professional approach to our system.
Please continue your support and wishes and let Markathon explore the world of marketing with passion.

Asit Kumar Jain

Markathon July 2009



“Distant Winds have a way of moving faster than we imagine”

Dear Readers,

The word “caution” is usually used in two contexts. First one, when an imminent danger is approaching and the second context intimates about missing an opportunity. In the retrospect of the first sentence, I link the above analogy with the opportunities to be savoured from the UPA II’s first budget. The budget has infused gargantuan funds into the rural and social sector, thus creating a multiplier effect for the economy. Tax rates have been curtailed in many forms to infuse corporate & individualtreasuries with fresh cash. But instead of fine-tuning tax saving plans, I would suggest one to channelize their saving towards building a robust wealth portfolio. Moreover, again my projections take me to marketing companies, in particular FMCG and auto sector, where their exposure to rural economy makes them the right choice for investment.Leveraging brand equity to generate cash flows is one of the most important functions of marketers. The same importance has been demonstrated in the Cover Story where sports sponsorship is projected as the saviour in disguise. Dr Douglous Turco from Drexel University has opined on a range of subjects concerning the sport sponsorship industry and has also talked about its basic premises in India. It is really disheartening to see the dismal appeal of sport in India, where its followers constitute a meagre 0.4% of the population as compared to up to 70 % in developed economies like Australia. Thus, of late, Indian marketers are slowly realizing the immense potential of the sport sponsorship market and it would be interesting to see how they exploit this opportunity in the upcoming Commonwealth Games.In the special session with Prof Nirmalya Kumar of London Business School, he has talked about the upcoming challenges in marketing and has also briefed about his world renowned concept of 3V model. His immense command on the subject is best understood through the real life application of the model, as explained by him during the course of the interview.
How to derive maximum profitability by endorsing a celebrity as well as the value chain formula of Asian Paints is opined by students of MDI Gurgaon and IIM Bangalore respectively. Our Silent Voice section has become synonymous with another Ad event of the country, bringing participation from every corner of the nation.
This issue marks the internationalization of Markathon. We need your support and wishes to continue this growth story at exponential pace and spread the mantra of Marketing. Looking forward to your feedback.

Asit Kumar Jain

Markathon June 2009



Dear Readers,

Last month we focused on elections and the results have enlightened the spirit of the nation. I will say it’s the home coming of “Gandhi ki Aandhi”. The brand congress has been able to live up to its mark of creating and providing a positive experience. Taking the developments further down to the market, it has been predicted that FMCG, automobile, real estate and agricultural sectors are looking forward to a drastic improvement in their growth trajectory in FY 2009-10. A new growth sector that can be of primary importance to marketers can definitely be the media and fashion industry which has leapt over the recession and growing strong.Rolling down the similar sentiments of great brands, we bring you the greatest of all failures in the cover story, “Valley of Death”. Organizations have faced this ongoing dilemma of product or brand failures with varying degrees owing to the unexpected nature of the market. Some say it’s a result of number game, substandard engineering, design or marketing.But a sneak into these failures gives an impression that the results have been more to do with a broad strategy taking wrong shots, rather than the ingrained DNA of the product. Canada Dry went off the market as a result of the attitude of its step father, “CocaCola”. The cover story goes beyond the existing sets of rule and analyses various failures from a wider perspective. It begins with Kellog’s, westernization of Indian food habits from ‘cholley bhature’ and ‘idly sambar’ to corn flakes cereal. Its failure in India has been symbolized as the beginning of cultural importance in the market place. On the same ground Iphone’s entry lag into the Indian market, price tag, advanced features and flooding of market with similar Chinese products proved disastrous for the company. A glaring example of rationalizing value models and their after effects is depicted in the story of Tommy Hilfiger.
A special session with Mr. Sridharan Ramprasad, CEO, LERROS FASHIONS INDIA has been presented, where he has spoken about the potential of Indian fashion industry as well as the growth strategy of Lerros in India.
The marketing strategies to unfold organizations during the crisis have been exemplified by students of XLRI. I am also pleased to share with you the tremendous response received in the print ad participation with many creative entries.
I hope this issue continues the tradition of Markathon; bringing the marketing world closer to you. Looking forward to your feedback.

Asit Kumar Jain

Markathon May 2009



Basics are good.

It’s the new Mantra of India Inc. on the aftermath of recession. A sheer pressure to innovate cost efficient measures is fledging across the industry and taking the lead are telecom giants. Vodafone has reined its supremacy on the digital media with its new Avatar Zoozoo. It’s a show of Vodafone’s ability to reinforce the same value proposition as of its predecessor Hutch. The new Mascot has clearly enamored the Indian television diaspora and now adoring them are orkut users as their profile pictures. No star power, no any exotic location or overweighed animations, it is pure advertisement sending clear cut messages with an element of fun.
Someone has clearly said that “Adversity and scarcity are the stimulus for innovation”. A clear reflection of this phenomenon is amplified in the 4th qtr result of India Inc. Recessionary conundrum is bottoming out and Dalal Street is smiling again. FMCG, BFSI and Commodities have really fared well with a combined growth of more than 20%, compared to previous year. But I am looking forward to upcoming summer war. The battle field will be open for AC’s, Refrigerators, Colas and Ice-creams. As expected the scene will be uglier between the Cola giants but a resurgent COCA COLA may become havoc for Pepsi. Thums Up has already replaced Pepsi from the top slot and continuing with it’s never say die attitude. Let’s see who works “Thanda Mat Lab Coca Cola” or “Yehi Youngistan Hai Meri Jaan”.The issue covers the biggest of all extravaganzas ever in the Indian sub-continent. In one side it was the Indian General Election 2009 while on the other side IPL 2.0 was pulling the crowd. Both meet their expectations but the results were definitely extraordinary. Congress swept the election and now no more on the clutches of its coalition partners as earlier. SONIA-MANMOHAN-RAHUL trio has become the biggest brand in the country. Rahul, perfected in the arts of Porters 5 forces has dedicated this win to his mentor Michael Porter as GURU DAKSHINA. On the similar note IPL crossed the home boundary and has made it even bigger. Some say it will become NRIPL (Non Resident Indian Premier League) thanks to Indian Politics but I think IPL has taken a bold strategic move that has moved it few ranks closer to other international sports events. The day is not far behind when IPL will become International Premier League.

Asit Kumar Jain

Markathon April 2009



“Even a Marathon Begins with a Single Step” -John T Garret
This reminds me the importance of the very first step that leads youto the road of success. The road is perched with pebbles and riding through them requires endurance and perseverance. With the objective cleared we set out for a journey to aspire, inspire and create a change. The change is finally here, right in front of you; Markathon.
It’s a great privilege and honour to write the first editorial of IIM Shillong, Marketing Magazine, “Markathon”. The name substantiates the fact that Marketing is a Marathon. It triumphs only when its vision and objectives are set on a distant platform instead of aspiring for short term gains. In the beginning when things were not falling on line I recalled the golden lines from the modern classic Alchemist, “when you want something with all your heart and ready to pursue the dream, the entire universe conspires in helping you to achieve it”. I pursued a dream on the same line and the result is here. An attempt has been made to give perspectives on contemporary marketing issues and capture the true insights of the subject. Be it on the virtual space or on the ground, marketing’s importance as a fundamental organ of the organization is unquestionable. Be it FMCG, Telecom, Automobile or the Insurance sector, all are on the underpinnings of marketing and are least affected by recession. But marketing as a profession need to undergo a strategic shift to face the unknown realities. These shifts should also be accompanied with the changes in the way marketing is taught in the B-schools. So it requires a 360 degree turnaround to consolidate its numero uno position in the organization.
Keeping the above sentiments intact this issue begins with unearthing the untapped potential of rural India. The cover story again analyses the tits and bits of Indian wedding industry and also draws the marketer to gallop the wedding coins as soon as possible. Separate sections have been earmarked to dissect an organization on various pools and also study the various marketing aspects behind a product and uncover the secrets of its success. A short but profound sneak into the insurance industry has been made possible in an interview with Mr. Sanjay Tripathy, Executive Vice President Marketing; HDFC Standard Life. The Pandora Box opens with the current tumultuous time faced by the marketers and proposes a ray of hope to move over it. A print ad contest is also incorporated in the magazine to discover future Ogilvy’s.
Finally, I would like to congratulate all the members of the marketing club and also others who are behind the making of this magazine. I would also like to thank our Director Prof Ashoke K Dutta for his inspiration and Prof D K Agrawal and Prof S Shahjahan for their guidance and support to accomplish this objective. I hope the endeavor towards rendering you with marketing insights will succeed.
Asit Kumar Jain