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VOL 1 | ISSUE 2 1
We are grateful to the Marketing Area Chair and our Faculty Mentor, Prof. Jayanthi Thanigan for
believing in us at every phase of the digest. We sincerely thank her for the guidance and efforts in
providing help for publishing of second edition of the digest.
We would also like to thank Prof. Shirshendu Ganguli, Prof. Jeevan Arakal and Prof. Utkarsh for
their guidance as the faculty advisors for the editing team. We appreciate their efforts in judging the
research articles.
We also appreciate the efforts of Ms. Vidya Patil and her team for their help in the design of the
digest.
We sincerely thank Mr. Rajkumar Jha and Mr. Ravee Shanker for sharing their thoughts and
learnings with us and providing us with valuable knowledge of the industry.
We would like to appreciate all the participants of the research article competition from various b-
schools across India.
Regards,
Acknowledgement MarkEye
VOL 1 | ISSUE 2 2
Aim and Scope
1. MarkEye is a peer-reviewed digest.
2. The main purpose of the digest is to:
▪ Help students develop interest in the field of marketing.
▪ Encourage students to write and submit research articles on the trending topics of marketing.
▪ Bridge the gap between the students and industry, by sharing knowledge and experience of
industry stalwarts in the form of interview.
▪ Simplify the marketing concepts for the students with a real-life example and pictorial
representation.
Disclaimer
1. Intellectual Property Rights- unless stated otherwise, The Marketing Forum and the authors own the
intellectual property rights of the journal.
2. The decision of the editorial board is final and binding.
3. Do not reproduce, copy, sell, resell, visit, or otherwise exploit the digest without the written consent
of The Marketing Forum.
4. Do not republish material from the digest in any public or private electronic retrieval system.
5. The information in the Expert Speak is an excerpt of a telephonic interview and some changes have
been made due to space constraint.
6. The research articles have been sent by the students, but they are now a property of The Marketing
Forum and cannot be used in any other place (private or public domain; digital or non-digital)
without the written permission from The Marketing Forum.
Aim, Scope & Disclaimer MarkEye
VOL 1 | ISSUE 2 3
Brand Family
09
Expert Speak
04
Research Article
11
Marketing Simplified
20
M -Bulletin
26
Who is HE?
22
Markneeti Testimonial
28
References & Credits
29
Contents MarkEye
VOL 1 | ISSUE 2 4
You have more than 30 years of experience in
this industry, can you guide us through your
journey and why did you decide to choose this
sector?
Well, I didn’t choose this industry, I would say
that this industry chose me. I was brought up in a
village in Bihar and came to Delhi to visit my
father. I had no formal education or knowledge
about this industry. I joined advertising because
of my creativity and writing skills.
The rural market is a very varied market.
Companies sell products ranging from a 50-paise
shampoo to a 5-lakh tractor. There were many of
our clients, like Dabur, HUL, and Mahindra who
were serving the rural population.
My shift to rural marketing was because of a
client. In the 90s, Unilever, one of our clients,
analysed the market and saw that 70% of their
consumers were from the rural area. So, it was
decided to conduct research in the rural market
and make a marketing campaign for the same.
It was because of my upbringing in rural India
that I was sent by my company for the
assignment, with an assumption that I would be
able to connect better with the people. My
photographic eye helped me observe things that
were often overlooked by others. In addition, an
open heart, mind and being multilingual helped
me in understanding and connecting with the
people.
You have made campaigns for various state
government and NGOs like SIFPSA, Naandi
Foundation. How is that different from
working and making a campaign for the
FMCG companies? What were the challenges
faced?
One of the major differences is that there is no
specific document provided by the NGO and the
government. In rural communication, one needs
to give tangible benefits, like germ-free for soaps
and longer hair for shampoos.
NGOs and the government work for the
community whereas FMCG companies target a
specific individual or a group of individuals;
hence even their terminologies are different.
NGOs don’t refer to the consumers as target
market; rather as “Stakeholders”. They tend to
focus more on things that needs a behavioural
change which requires time and a step-by-step
procedure. The results aren’t instant as well.
RAJKUMAR JHA
Consultant Rural Communication
Ogilvy & Mather Advertising
Mr. Jha has more than 30 years of
experience in Ogilvy, where he started
as a National Creative Director and is
now the Rural Consultant.
Expert Speak MarkEye
VOL 1 | ISSUE 2 5
How is strategy formulation different in rural
areas than in urban areas, and what are the
challenges faced in the formulation of the
strategy for the rural areas?
In an urban area, the end user/consumer usually
buys the product with very little or no influence
by others. In rural area, this isn’t the scenario.
There are many people who influence the buying
behaviour of the end user. For example, when a
girl in rural area decides to buy fairness cream,
the decision of which brand to buy is influenced
by the shopkeeper, the person accompanying the
girl, the payer (bread-winner of the family) and
finally the girl herself. So, for rural marketing
you need to explain and convince many other
people apart from the end user.
We know about various trends in urban
marketing, can you shed light on some of the
trends/changes taking place in the rural
market?
Technology has played a major role in the change
of interest in the rural market. Information now
travels faster and is provided easily. YouTube
has become the biggest search engine in the rural
market. There are many channels on YouTube
that focus only on farm or agricultural related
problems and are giving a new outlook to the
farmers.
Fashion trends have changed the dressing of the
people, as well. Boys no longer wear dhoti or
lungi, they prefer wearing trousers or jeans. The
acceptance of the trend depends on the buying
power of the family and their willingness to
purchase it. For instance, a pack of sanitary
napkins that cost 300-400 is perceived as an
expensive product but a DTH cable of the same
amount is perceived as valuable product as it is
used by the whole family.
The access to information has increased. They
watch serials and movies to understand the latest
trends, and try to recreate them, keeping in mind
the buying power.
Do marketers need different skills for rural
marketing? If yes, what are they?
The marketer should have the zeal to understand
the market and the people. They should be
flexible and adjustable to the changes. For the
rural market, a connection with the people is very
important. Understanding the needs of the people
is very important as this can lead to either the
marketer communicating the features which can
fill the need gap or changing the product
accordingly. Rural people tend to ask questions
about the product as any new purchase requires a
lot of analysis by them, for which patience and
determination in a marketer is required.
Additional knowledge about research, parallel
comparison, quantitative research, analysis,
behavioural science is always helpful.
Any advice that you would like to give to the young marketers?
To excel, it is important for an individual to have
sincerity, commitment and determination.
Specifically, for the marketing industry, I would
say that for the first 4-5 years, focus on learning.
Consider the money and the time that you put in
as an initial investment. Stick to a company in the
initial years, understand the skills needed,
analyse the best utilisation of those skills and
then decide where you want to head. It can be
brand management, core sales, marketing, but
choose your domain after working for 4-5 years.
I would also advise the young marketers to
network more, reach out and talk to people. There
are many platforms like LinkedIn, where you can
ask for advice or suggestions. This networking
will give you additional knowledge and will
guide you in a better way.
Expert Speak MarkEye
VOL 1 | ISSUE 2 6
You have experience of working in industries
like entertainment and real estate. How was
your journey and any learnings you would like
to share?
Firstly, there is a drastic difference between the
entertainment industry and the real estate
industry. The entertainment industry is by and
large very organised and marketing of media
contents have various channel offerings. It, thus,
has the leverage of effective distribution of its
content which is mostly for the wider market. On
the other hand, in the real estate industry,
different marketing plans have to be conceived
based on the reach of the project. Thus, various
local, regional, national and international
marketing channels are used here. ‘Marketing’ is
about capturing the nerve of the larger market,
creating a product story-line, creating a
perception, driving that perception in the
favourable direction and using effective offline
and online communication channels. So,
marketing role in the real estate industry is more
of multi-dimensional in nature, whereas in the
entertainment industry it is limited. Thus, this
journey is expanding my horizon and work
capabilities. It is multi-dimensional in real estate
because the marketing role in the real estate
industry is not restricted to its domain but it is
across the organisation for better consumer
experience. Whereas in the entertainment
industry, the role is clearly defined in terms of the
creation of content or marketing of content.
How differently does marketing in the real
estate industry work and what were the
challenges that you have faced?
Marketing role in the real estate industry is an
ongoing process. The brand equity that one
creates in the real estate industry and the leeway
that one gets in a project, is carried over to the
next project as well. But in the entertainment
industry, organisations have the freedom of
working on different contents without actually
carrying the baggage of its past failed contents.
For example, if a content fails in the
entertainment industry, the company can have a
fantastic response for another one of its present
or future contents. But in the real estate industry,
failure or any negative response for a
construction project has a major impact on other
project offerings of the company. Thus, the role
of marketing in the real estate industry comes
with much more responsibilities. Marketing role
here (real estate) comes with an integrative
approach where the past journey and the future
aspirations of the organisation need to be
calibrated upon.
Also, the scope of the target market in the real
estate industry is mostly limited to the regional
RAVEE SHANKER
CMO
Infinity, New Delhi
Mr. Shanker has around 15 years of
experience and has been involved in
Brand consultancy, training, corporate
structuring, P.R. management, sales &
marketing.
Expert Speak MarkEye
VOL 1 | ISSUE 2 7
area of the project. Thus, the approach for each
project in terms of communication channels and
marketing strategies is different. The
communication of real estate product has to
create the value proposition. The entire
marketing and communication of real estate
product should focus on value for money for
consumers as it is a high value transaction.
You were the Creative Head of the famous
‘Chacha Chowdhary’ series; how do you
think marketing and execution of series on
television and OTT platforms, have changed
over the years?
It was the first benchmark production of a
favourite character popular among ones who read
the Chacha Chowdary book. The basic challenge
was to put forth the series into a certain
imagination which is already popular through
print media. Over the years, the access to media
and digital transformation through electronic
devices have increased. Also, the amount and
depth of content is much higher than it was at that
point of time. So, it is much more competitive
and challenging now when we compare it with
that period. Thus, marketing in this world is more
of an inter-disciplinary approach in terms of
entertainment content.
You have shifted from being the Creative
Head in media groups to CMO of Infinity.
How was the shift from media to
construction? Was it challenging for you?
Actually, the entertainment and the real estate
industry are not diametrically opposite in terms
of marketing. We can say it as an extension of
marketing function from media to real estate.
Marketing is a function of the creativity and the
perception one has. Thus, one cannot create
something different from their own perception.
In the entertainment industry, my role was
content creation and currently, in the real estate
it is marketing of construction projects. Thus, the
common link here is perception and
communication. In the real estate, it is more
organic as there is direct communication with the
target audience. Thus, the feedback system in this
industry is much more robust than the
entertainment industry. Thus, I feel it as a
continuity of a function rather than a gap between
the two.
Currently, marketing roles in the real estate
industry are not the top priorities of
marketers. What do you think is the reason
behind it and how is the industry making a
shift in this regard?
In India, the real estate industry is viewed as
unorganised in nature. It has been so since
Independence and the industry as well as the
Government is responsible for its slow
transformation towards an organised industry.
But recently, certain government initiatives are
helping the industry to evolve. The RERA Act,
for example, has already enabled affordable
housing in the industry and has churned the drive
towards an organised industry. Similarly, the
practices in the industry are also getting
streamlined with the professional management.
So, in the near future real estate will be the
preferred choice of marketers and we can see
more roles being offered in the industry. One
reason for this is the value of the transaction. In
most of the industries, remuneration is based on
the value of transactions and the high-value
transaction nature makes a value proposition for
professionals. The second aspect of this
unorganised nature comes back to the non-
professional governance of this industry. Thus, it
is a circular loop which will definitely change in
the coming years.
Expert Speak MarkEye
VOL 1 | ISSUE 2 8
Lastly, what advice would you like to give to
future marketers?
The most important thing is being alive and
dynamic. One should not get stuck in his
learnings but should evolve with experience. In
today’s world, it is not always possible to
replicate one successful model in another
scenario. The market is changing at a rapid pace
and thus, the marketers need to align themselves
with these changes. The marketers need to adapt
to the consumer psychology and perception and
the larger social metric. Thus, marketing has to
be fresh and more genuine towards consumer
demands. Finally, marketers should keep their
ears and eyes open to grasp the changing market
dynamics.
Expert Speak MarkEye
VOL 1 | ISSUE 2 9
Milk and Product nutrition.
Sales Rs. 48196.3
Prepared dishes and cooking aids
Sales Rs. 27071.4
Powdered and Liquid Beverages
Sales Rs. 13869.9 Confectionery
Sales Rs. 12213.5
• Source: Nestlé India Limited Annual report 2017
• Amount in Millions
Brand Family MarkEye
VOL 1 | ISSUE 2 10
Wellness group
Turnover -£4,001
Nutrition group
Turnover - £680
The Pharmaceuticals group Turnover - £17,216
The Vaccines group
Turnover - £5,160
Oral health
Turnover - £2,466
Skin health
Turnover - £603
• Source: GSK Annual report 2017-2018. Amount mentioned are in millions
• In Dec 2018, GSK divested Horlicks to Unilever and merged GSK Consumer Healthcare Limited with HUL for approximately £3.1billion
Brand Family MarkEye
VOL 1 | ISSUE 2 11
Personalized
Marketing In The
Age Of Data
Privacy - Mohit Chetwani
&
Abhilash Banubakde
IIM Lucknow
Key Findings:
a. Today customers spent about 70+ minutes a
day surfing the internet
b. More the digital footprint of the customer more
the personalization they require
The digital journey of customers:
As individuals over the globe connect digitally–
via web-based networking media, with GPS
beacons, through portable and on the web – they
are furnishing organizations with a fortune trove
of information for sectioning and focusing on
their clients. This data gives knowledge into
features of buyer conduct that, before the
Internet, was about difficult to acquire.
The impression parts, for what reason they are
vital to the personalization of the Smartphone
and the tablet usage gives organizations an
immediately viewable pathway into their
customers, customers' love for versatile
applications (downloads of mobile applications
are about to hit a 250+ billion mark this year).
Customers keep on extending their digital
impression through online buys by means of PC
and mobile.
What are the expectations from customer side
for personalization?
As you shop online you leave your impressions
like cookies data, etc. and hence you are
generally mindful that organizations are
checking your movement. A 2012 conducted
research found that buyers based in UK and US
understand that organizations keep a track of
their online activity so that they can customize
communications. Notwithstanding what is
currently increasingly online engagement,
customers are checking in, signing up and
engaging with the organizations via web-based
networking media. They are giving organizations
remarkable measures of knowledge into their
behavior, sentiments and attitudes.
Consequently, customers anticipate that
organizations should comprehend them. Our
examination shows that the bigger a shopper's
digital impression, the more shoppers anticipate
that organizations should know them.
Research Article MarkEye
VOL 1 | ISSUE 2 12
But the dilemma remains!
However, our survey suggests that people, in
general, are increasingly worried about their
information because of the occasions reported in
the media. Security breaks, government
utilization of individual data, promoting
interchanges that are excessively close to home
have made customers transacting online more
nervous about their own data and who uses it.
For advertisers, this makes a digital dilemma.
The data which is available to them with the
customer’s online activities, advertisers can
precisely understand the customer and give
applicable, on time and targeted
communications.
In any case, following customers carefully and
bombarding them with messages that obviously
show that they are getting watched can be a little
unsafe. While, more profound knowledge about
the customers the companies have, the more the
focus can be on the individual, but on the other
hand it can even play against the companies by
pushing the customers further away from them.
Advertisers should thus understand what the
customers are willing to share and what they are
not to generate heavy profits from them.
Differences in Online Activity by Demography
and Geography:
One research has shown some fascinating
contrasts with regards to the purchaser digital
impression by the nation. The people in UK have
biggest impression based on increased levels of
activities among every online action, especially
their shopping activities online through a desktop
or cell phone. Portugal's impression are floated
essentially by the heavy usage of cell phone and
time being spent on web-based networking
media. On the contrary, Spain comes in
underneath every single other nation with respect
to the number of registered loyalty program
memberships.
As anyone might expect, digital impressions
likewise change with persons’ age. While the
younger generations of millennials aged between
18 and 24 are commonly more inclined towards
the online activity than their older counterparts.
Online transactions generally speaking declines
altogether after 30 years of age and those who are
above 60 years of age have the least online
activity.
The willingness of customers in sharing
personal information:
Most of the activities that customers do online
today such as internet banking transactions,
online shopping, and booking for travel trips on
GOIBIBO typically require them to furnish
personal data. Interestingly, one of the research
done by EY shows that some customers have
very poor interest in sharing their personal
information with certain industries. For example,
Research Article MarkEye
VOL 1 | ISSUE 2 13
customers mostly don’t have any problem with
their personal information getting shared to the
banking or credit card agencies as they consider
it a part parcel of their daily transaction routine.
Accordingly, it bodes well that banks emerge
from different enterprises in buyers' probability
to share individual data. Then, customers were
good with sharing their personal information like
phone service providers, travel services, retailers
and finally with entertainment providers.
But this research proved that the case is not the
same in all the countries and the willingness to
share information depended on geography and
age.
The Information Trade-Off
When customers are not at ease with the way
advertisers are utilizing to acquire. The
examination of ours proposes that most of the
buyers can easily share email and name. Giving
only these two bits
of data ensures the
clients are
transacting on their
terms — they can
filter and disregard
emails. However,
when asked about
more intrusive data
(address, PDA and
home telephone
numbers), the client is bound to quiet down.
So as to get progressively customized and
pertinent offers, around 75% of clients readily
give their birthdays. Not amazing, since birthday
offers are extremely prevalent with clients and
generate a 481% preferable exchange rate over
limited time messages. Around two out of three
buyers will share way of life data and a location
(which can help give extra understanding
through geographic division). Customers are
progressively hesitant to give either a mobile or
landline telephone number, which could permit
direct access and increasingly obtrusive
correspondences. Not many are eager to share
charge card data or monetary information.
Factors that influence the willingness of
sharing personal data:
• Trust in data security: This refers to the
willingness of customers to share their
data is proportional to their confidence in
the company in keeping their data secure.
Thus, trust between company and
customer plays a very important role in
customer’s decision to provide
information.
• Give to Get factor:
This includes the loyalty
programs which entices
customers to give
information for something
in return.
• Patronage and
Preference: The
customers give
information to the
businesses that they frequent or are
interested in.
• Company’s private policy: The
companies should be forthright about the
27%
21%35%
17%
Trust in data security Give to Get factor
Patronage and Preference Company's private policy
Research Article MarkEye
VOL 1 | ISSUE 2 14
methodologies used in handling the
customer data.
Attitudes of customers towards data privacy:
Purchaser trust in information security is
peripheral, best case scenario. Buyers feel that
utilizing their data for advertising purposes
without their consent is a protection
infringement. Clients need to comprehend how
their data is being used, yet they do not feel
organizations are doing an exceptionally great
job of keeping them educated or being forthright
about their protection approaches. A decent part
of shoppers concur that they have seen
organizations are improving at correspondences,
however they are not witnessing a fall in the
amount of meaningless advancements & offers.
Unmistakably, we have a long way to go to
perfect personalization.
Conclusions:
On an average, the customer is presented to
hundreds of advertisings per day, the majority of
which is unimportant. The customers today
neither have the time nor the capacity to consume
and expects better. In the advanced reality that
we live in now, we are not reluctant to leave our
impressions via cell phones, social media and
online engagement. They realize that
organizations are watching them, and they
anticipate that organizations should comprehend
their requirements and inclinations. They need
customized offerings and communications.
The conventional data sources and upcoming
data sources like Big Data - coupled with data
analytics and management capacities – bear the
cost of huge open doors for organizations to give
this personalization through division, focusing
on and drawing in customers in significant
personalized marketing. Furthermore, numerous
customers are seeing that organizations are
showing signs of improvement at customizing
communications.
But marketers walk an almost negligible
difference among personalization and regarding
the purchaser's security. Information protection
laws by nation set a few principles for utilization
of individual data, yet these differ by geology and
further convolute the issue for worldwide
advertisers. Additionally, customer affectability
to information protection has been elevated in the
recent times. Buyers are progressively watchful
about who has their data and how it is being
utilized.
As organizations make more utilization of client
data and examination, they have a decent
arrangement of work to do in facilitating their
24
30
30
8 9 9
B U S I N E S S E S H A V E
T R A N S P A R E N T P O L I C I E S O N
U S I N G P R I V A T E D A T A
T H E C U S T O M E R ' S
I N F O R M A T I O N W I T H T H E
C O M P A N Y I S S E C U R E
C O M P A N Y I N F O R M S
A B O U T C H A N G E S I N
P O L I C I E S
ATTITUDES ABOUT PRIVACY PRACTICES
Somewhat Agree Strongly Agree
Research Article MarkEye
VOL 1 | ISSUE 2 15
clients' brains about the utilization and security
of individual data. Customers are skeptical about
the ways with which organizations are making
use of their information and worry about the
variations in those approaches. More
importantly, people have a genuine concern
about the security of their personal information
and its usage. One small mistake on the part of
the organization in using your information and
you are doomed.
What's more, as purchasers keep on utilizing
innovation that opens their lives to other people,
they have double desires for organizations:
comprehend me as an individual and ensure my
protection.
Research Article MarkEye
VOL 1 | ISSUE 2 16
Personalized
Marketing In The
Age Of Data
Privacy - Aman Jain
TAPMI
Personalized Marketing:
It is incredible how far marketing has pushed
itself in recent decades. Not long ago, marketers
would buy a space in the local newspaper, or rent
a billboard, then hope for the best. However, the
times have changed, and one size is not fitting all.
Using digital technology, consumers are creating
more and more distinct identities for themselves
which are not explained by traditional
demographic models. They are much more than
their gender, income and age- they are being
defined by their digital behaviour. So, it becomes
crucial for marketers to understand the digital
behaviour of their consumers and personalize
their marketing efforts according to them.
At its most basic level, personalized marketing is
a marketing strategy wherein companies deliver
individualized and relevant content to recipients,
content which the recipients would be most
responsive to. Targeted emails, product
recommendations, and Google ads are examples
of personalized marketing. To determine which
content is the most relevant for which individual,
marketers collect data about consumers, analyse
it and use it.
There are algorithms marketers use which
ensure, based on your browsing history and other
data-anything from age and location check-ins,
that if you listen to a “Morning Run” playlist, you
will be delivered with ads for running shoes. If
you are a coffee lover constantly looking for a
new favourite shop in your town, you will find it.
Artificial Intelligence becomes a key here
because of its ability to collect data, analyse it
and decide which sets of messages, offers etc. are
more applicable for you.
Why Personalized Marketing?
1) Enhanced customer experience:
The customer has always been, is, and
will always be the King in Marketing.
The most important aspect of any
marketing strategy is a great customer
experience. When the content is relevant
to the user, it becomes very easy to
convert him into your customer as well
get recurring business from him. In doing
so, it gives the customer an impression as
if the brand exists specifically for him.
2) Effective Targeting:
Businesses carve out a target segment for
themselves simply because they don’t
have unlimited resources to cater to every
possible segment. To target more
effectively and save on marketing spend,
businesses collect data about consumers
so that they can target those leads which
are more likely to convert and eliminate
Research Article MarkEye
VOL 1 | ISSUE 2 17
spending on leads which are unlikely to
convert.
3) Drives Revenue Gains:
a. Research from McKinsey states that
personalization can deliver an ROI on
marketing spend of about 8 to 9 times.
[1]
b. 60% of Netflix movies come from
recommended for you and 35% of
Amazon’s sales comes from
‘products you might like’ section. [2]
c. According to a McKinsey article,
personalization can reduce customer
acquisition costs by as much as 50%. [3]
d. In an August 2018 survey of more
than 600 business
executives by
Harvard Business
Review Analytic
Services, 44% of
the respondents
said their top line
has increased over
the last two years
specifically
because of their
company’s
personalized
marketing efforts,
including 6% who claim gains as
much as 25%. [4]
Personalized Marketing and Data Privacy:
There are upsides of sharing your information
with brands. There are more options available for
a consumer than ever before. Consumers no
longer have to approach opinion leaders to know
which options are available. Available brands
themselves chase consumers.
Although consumers enjoy the benefits of
personalization, no one likes being watched. This
is probably because the power of data is so great
that companies have started abusing it. Marketers
use consumers’ personal data without the
knowledge of consumers, leave alone consent.
This creates a tricky situation for marketers:
Consumers enjoy brands approaching them with
personalized offers which are relevant to their
interests, but they don’t like being watched.
Why Have Consumers Started Feeling
Unsafe?
There are things which happened around us and
which has made us feel
worried about how our data
is being used as well as the
safety of our collected data.
These are:
1) Data Hacks:
The personal and sensitive
information collected by
brands for their use is not
safe in their systems. One
example is the Equifax data
breach. In July 2017
Equifax, a consumer credit
rating agency reported a giant
cybersecurity breach which
compromised the personal information of
as many as 143 million Americans-
almost half the country. This was one of
the biggest cybersecurity hacks of all
time which took names, credit card
numbers, social security numbers,
address etc, leaving lots of people
vulnerable to fraud. Worst still, not all the
Research Article MarkEye
VOL 1 | ISSUE 2 18
people affected by Equifax breach were
aware that they are customers of Equifax.
Equifax gets this data from banks,
lenders, credit card companies who
collect and report data on the credit
activity of individuals to these credit
reporting agencies.
2) Lack of Transparency:
Lack of transparency is when marketing
efforts go more invasive than personal.
According to a recent article published by
AP news [5], their press investigation
found that Google can still track and
record your precise location, even when
you turn your location settings off. This is
when Google’s support page states “You
can turn off Location History at any time.
With Location History off, the places you
go are no longer stored.” This lack of
transparency by businesses makes people
feel that brands are sneaky and creates an
environment of distrust between
consumers and businesses.
3) Creepy
Marketing:
As
technology
makes a firm
more and
more capable
to provide
tailored
experiences
for each unit
of their audience, and at the same time
makes more and more firms capable of
doing this, the balance between
delighting the customer and creeping him
goes awry and marketers end up freaking
out the consumers. These are things like
Instagram ads for a flight when you had
googled it just to help your friend.
4) Abuse of data:
There are numerous instances of
businesses selling personal information
of customers to third parties. The
Facebook and Cambridge Analytica
scandal is one of them. In March 2018, it
emerged that Facebook has exposed
personal information of as many as 87
million Facebook users to a researcher of
Cambridge Analytica, which worked for
the Trump campaign. After numerous
such data scandals, voices calling for a
rethink of data collection by brands have
only grown louder.
Regulations:
Out of all these practices came out regulations
like Europe’s General Data Protection
Regulation (GDPR) and the India’s Personal
Data Protection
Bill, 2018 [6]
which makes it
imperative for
businesses to
obtain ‘free
consent’ of
users for
collecting any
personal data,
provide
transparency
regarding how the data is used, option to
discontinue access to personal information, and
imposes heavy penalty for violation of the
regulation.
Research Article MarkEye
VOL 1 | ISSUE 2 19
Making Personalization Work:
Using data and data analytics to personalize
customer interactions is a powerful measure to
drive business growth and profits. But companies
still need to be mindful of how they use the
collected data, not only to avoid an unfavourable
reaction from consumers but also to stay on top
of data privacy laws. To create a more
trustworthy relationship with customers, brands
should collect data with the explicit and free
consent of their customers and it should be
earned rather than buying third-party data.
Brands need to very explicit about what data they
collect and how they use it. Marketers should
also show customers the benefits to them of
having marketers use their data. They should
work to improve lives, not manipulate them.
References:
[1] Matt Ariker, Alejandro Díaz, Jason Heller, and
Jesko Perrey (November 2015). Personalizing at
scale. McKinsey & company Insights.
https://www.mckinsey.com/business-
functions/marketing-and-sales/our-
insights/personalizing-at-scale
[2] Rohini Srihari (February 2015). Amazon and the
age of personalized marketing. Econsultancy.
https://econsultancy.com/amazon-and-the-age-of-
personalised-marketing/
[3] Brian Gregg, Hussein Kalaoui, Joel Maynes, and
Gustavo Schuler (November 2016). Marketing’s
Holy Grail: Digital Personalization at scale.
McKinsey Digital Insights.
https://www.mckinsey.com/business-
functions/digital-mckinsey/our-insights/marketings-
holy-grail-digital-personalization-at-scale
[4] Sponsored by Mastercard. (September 2018). The
Age of Personalisation. Harvard Business Review.
https://hbr.org/sponsored/2018/09/the-age-of-
personalization
[5] Ryan Nakashima .(August 2018). AP Exclusive:
Google tracks your movements, like it or not.
Associated Press News.
https://apnews.com/828aefab64d4411bac257a07c1af
0ecb
[6] The personal data protection bill 2018.
http://meity.gov.in/writereaddata/files/Personal_Data
_Protection_Bill%2C2018_0.pdf
Research Article MarkEye
VOL 1 | ISSUE 2 22
He was born in a wealthy orthodox Muslim
family yet turned out to be an agnostic and a
theatre actor. From the beginning, advertisement
fascinated him and he went on to become the
‘Brand Father’ of modern Indian advertising.
In his extraordinary and multi-faceted career, he
created over 100 iconic brands. As an Executive
of Lintas India, he was responsible for making it
into a top advertising agency. The advertising
veteran created evergreen advertisement
campaigns from the green bikini-clad ‘Liril Girl’
in the waterfall to humorous ‘Cherry Charlie’ for
Cherry Blossom Shoe Polish. He is also the
creator of exceptional advertising campaigns like
‘Hamara Bajaj’ and ‘Latiji for Surf’ which
addressed the aspirations of the emerging Indian
middle class of the time. The infamous
Kamasutra campaign, which he worked on,
broke the taboo around sex by creating the tagline
‘For the Pleasure of Making Love’.
He has been credited for changing the landscape
of Indian advertising. During 1970s, when the
advertising industry was under the clutches of
westerners, most of the advertisements were a
replica of western advertisements. He turned that
around and introduced a unique style in Indian
advertising. He believed Indian culture is unique
and advertising needs its own language to
address it.
He recognized the potential of television to
revolutionize Indian advertising. He was
successful in convincing companies, such as
Hindustan Unilever, to invest in TV
commercials. He was so meticulous that he
would send his team to investigate every detail
about the client and the product, before going for
presentation. His unwillingness to compromise
on creativity often created tussle between clients
and his team.
This versatile icon is best known for his portrayal
of Mohammed Ali Jinnah in Richard
Attenborough’s Oscar-winning film,
‘Gandhi’. The visionary has acted in and directed
over 70 productions and carved out an English
theatre following cult in Mumbai town. Apart
from theatre and advertising, he was a trainer and
advisor for many business houses. He also served
as an advisor to Chandrababu Naidu, the former
Chief Minister of Andhra Pradesh. He has
written autobiography titled ‘A Double Life: My
Exciting Years in Theatres and Advertising’.
In addition to commercial ad campaigns, he has
also contributed for social advertisement
campaigns on various topics such as Eve-
Teasing, AIDS and Sexual Molestation. For
instance, the Mumbai Municipal Commissioner
once asked him to create a campaign against the
consumption of roadside sugarcane juice. The
campaign was a mammoth success leading to
50% drop in sales of roadside sugarcane juice.
For his phenomenal contributions in the field of
advertising, he was honoured with the ‘Padma
Shri’ in 2000. The Advertising Club of Mumbai
Who is He? MarkEye
VOL 1 | ISSUE 2 23
named him the ‘Advertising Man of the
Century’.
He died at the age of 90, but he lives through his
trademark ‘La Lala La’ jingle of the Liril ad
campaign.
He is the only connection one can find between
Mohmed Ali Jinnah and the famous Liril girl. He
is Alyque Padamsee.
- Ashwini & Raghav,
The Marketing Forum, TAPMI
Who is He? MarkEye
VOL 1 | ISSUE 2 24
He drew the definition of advertising when he
changed the face of the industry. He has seen and
helped the world of advertising evolve since the
World War II. He is known as “The Father of
Direct Marketing” and the guiding light to all
modern marketers. His work was legendary. You
might not know it but the work he had started,
invented and innovated, has now found its way in
the internet age.
He was born in the Bronx, New York and had
received his education in the City Public School.
He never held a formal college degree yet
practiced teaching at various Ivy League
colleges. He joined his brother in establishing a
firm called ‘Coronet’, but it failed because its
largest client declared bankruptcy. In 1947, he
got a job at Maxwell Sackheim & Co as a
copywriter. There he rose up to become a Vice
President, was eventually fired, but still came in
to work. He believed that there was a still a lot of
knowledge to gain there. This dedication for
work resulted in his rehire.
In 1958, he started his own company with his
brother and two other colleagues from a room in
Hotel Winslow. Even with no clients they had
billings worth $2 million. This had shocked the
‘The American Association for Advertising
Agencies’ who are responsible for rating of the
Ad Agencies. The company was, eventually,
acquired by ‘Young and Rubicam’ who later
named the company after him. He was the
Chairman Emeritus and the Founder of the
company. The company had 69 offices in 39
countries and its annual billings exceeded $1.8
billion. He handled clients like CBS, Geico,
Ford, L.L. Bean, American Express and
Microsoft.
He was inducted into the Direct Marketing Hall
of Fame in 1983 and the American Advertising
Federation Hall of Fame in 1998. In the 2001
issue of Time Magazine, he, along with David
Ogilvy and Sergio Zyman, was heralded as the
“Greatest Pitchmen over the Years”. He was the
author of the books “Being Direct” which was
published in 1997 and “The Frontiers of
Marketing” which was published in 1981.
Malcolm Gladwell’s book, “The Tipping Point”
beautifully encapsulates his competitive spirit
and innovation. In an address at Massachusetts
Institute of Technology, he redefined and
renamed the “Mail Order Business” as “Direct
Marketing”. This led to the growth of this theory
and practice in the Advertising Industry. Thus,
his name: ‘The Father of Direct Marketing’.
His groundbreaking ideas and innovations
spurred the advertising industry. He was the man
behind landmark events in history namely the
invention of the ‘1800’ toll free number (so that
customers do not incur a cost on the purchase),
the promotion of the U.S. Zip code on behalf of
President Nixon, and the launch of the American
Express card. He competed with David Ogilvy in
handling the account of American Express.
He never believed in advertising for the masses
through the broadcast media and print
advertising. He claimed it was a scattershot way
to reach customers. Instead he helped build an
industry that sent personalized ads to preselected
people for the products and services. He used ZIP
codes and research databases to identify potential
customers and mail them promotional letters,
phone calls, and newspaper and magazine
inserts. His methods led to an increase in sales of
Who is He? MarkEye
VOL 1 | ISSUE 2 25
the said products and services by leaps and
bounds. Postage-paid subscription cards, buy-
one-get-one-free offers, loyalty reward programs
for brand buyers were a few of his hallmark
decisions.
His theories and practices are now being
replicated in the internet age of targeting and
reaching customers. He viewed “spamming” as a
bad practice and believed that direct marketing
was fundamentally different from spam. He
famously said that “by sending mail that knows
something about their (customers) needs, wants
and lifestyle, you’re doing them a service.”
His most famous characteristic was that he
remembered the client’s personal details such as
who preferred strong coffee, imported beans,
new fashion, or bright colors; who just bought a
home, freezer, camera, automobile; or who had a
new baby, is overweight, got married, owns a pet,
likes romantic novels. This is represented in his
work and personal relationships. They say that
“[L… W…] possessed the curiosity of a scientist,
an artist’s eye, the soul of an author and the heart
of an entrepreneur,” We have a lot to learn from
his life and apply it in our careers.
He is none other than Lester Wunderman
(1920-2019), the Chairman Emeritus and
Founder of Wunderman.
"[…….] the digital world makes it an exciting
time to capitalize on Wunderman's thinking...
Direct marketing has been a fun ride, and we're
only at the beginning."
— Adweek, August 30–September 6, 2010,
-Joshua K.
The Marketing Forum, TAPMI
Who is He? MarkEye
VOL 1 | ISSUE 2 26
Amazon Pay UPI launched for
Android users in India
To facilitate secure payments and financial
transactions on its platform, Amazon on
launched “Amazon Pay” for Android users in
partnership with Axis Bank to issue UPI IDs to
its customers in India. With this, users would be
able to use their Amazon Pay UPI ID to shop on
Amazon.in, make payments for their daily
purchases, including recharges and bill
payments, without entering bank account or
debit card credentials or going through a multi-
layer process to pay from their bank account,
the company said in a statement.
Source: Brand Equity
MobiKwik now offers instant life insurance for Rs. 20 on its app.
Mobikwik has announced the launch of digital life insurance on its app to its users. MobiKwik in
association with ICICI Prudential Life Insurance Company has rolled out first-of-its-kind group micro
insurance product. The offering begins with a life cover of Rs.1 lakh available for a monthly premium as
low as Rs.20. This is the second announcement by MobiKwik in the digital insurance space, post the
launch of accidental insurance in November 2018. The users have an option to choose from three sum
assured policies: Rs.1 lakh, Rs.1.5 lakhs and Rs.2 lakhs, available against monthly premiums of Rs.20,
Rs.30 and Rs.40 respectively. Source: Brand Equity
Animal lovers in Lithuania have created a mobile
application inspired by the popular dating app Tinder to
match up dogs in local shelters with new owners. The app
features profiles of furry four-legged creatures looking
up with soft yearning eyes. Scrolling down reveals more
information about the pup, and those interested can then
swipe right. The app only features dogs for now but the
plan is to eventually include cats and other animals.
Source: Brand Equity
Swipe right! Tinder like GetPet will help a
partner for your pet
M - Bulletin MarkEye
VOL 1 | ISSUE 2 27
Now, WhatsaApp may come with a dark mode soon. This will be easy on the eyes and for those
who use Android devices, it will help you save on battery life too. WABetaInfo, a fan site that
tests new WhatsApp features early, has revealed the concept image of the Dark Mode feature.
This feature turns the light-themed background of the app dark. The concept image shows the
app with a background completely dark while the chat, contact names and icons are white.
Google says that dark mode consumes about 43 per cent lesser power at full brightness than the
default white theme. Popular apps like Twitter, YouTube and Google Maps offer dark mode.
Source: Brand Equity
WhatsApp may soon get most anticipated dark mode
Creating a hyper-local portfolio in
India: Coca-Cola chief
Coca Cola India and South West Asia President, T
Krishnakumar announced about how the cola
giant is chalking out a hyper-local strategy for
India that includes region-specific products and
sub-brands. Coke is also introducing juice with
fizz in India and extending its global iconic brands
like Fanta and Sprite.
Source: Brand Equity
The ‘LOL’ hub: Facebook tests new app for kids
with special feed of funny videos
Facebook is testing a new app for kids called ‘LOL’ that will let users
share and post humorous meme content. Divided into categories like
'For You', 'Animals', 'Fails' and 'Pranks', it will be a special feed of
funny videos and GIF-like clips. ‘LOL' is currently in private beta
with around 100 high school students who signed non-disclosure
agreements with parental consent to do focus groups and one-on-one
testing with Facebook staff," said the report. According to the report,
Facebook is yet to decide if 'LOL' will become a stand-alone app or
be available in the main app.
Source: Brand Equity
M - Bulletin MarkEye
VOL 1 | ISSUE 2 28
VEE BAZAAR
-By Mark Majors (Runner-up)
Catering to a client who wishes to start as he says
in his own words “India’s first organized rural
retail chain”, the project VEE Bazaar revolved
around solving the questions of branding and
positioning of the retail chain as well as the
layout of the stores and products to stock. The
unique aspect of the project included
incorporating the client existing plans and
resources like transport business into the solution
and pioneering the credit scheme for the first time
in outlets of rural areas.
We suggested a solution after a thorough market
research and competitor analysis which included
a trademark layout for the retail chain outlets and
the products (brand and quantity) to stock in both
semi urban and rural stores. With four different
positioning statements and an advert campaign to
connect with customers in the target area, the
plan concluded with a lean inventory system for
stocking the products in the stores with a
systematic expansion plan to expand the retail
chain and a three-method payment system – on
prepaid, cash or credit basis- to satisfy the
customer along with a reward system.
GRILLS AND BAKES
-By Centaurus (Winner)
A first of the “Swiss style” of cooking is what our
client was looking to introduce in the educational
hub of India which is Manipal. The USP of Grill
& Bakes, client’s bakery and fast food joint is
food prepared freshly by the owner and his
spouse.
We kick started the project with a thorough
market research for which we rolled out surveys
and conducted In-depth interviews. Our research
also included a detailed study of the ground
realities of the market environment (electricity
charges, recently closed down cafes, reasons for
the shut downs, impact of the recent introduction
of Swiggy & Zomato). This live project gave us
greater clarity regarding identification of target
segment and positioning, location feasibility and
pricing strategies. Once we got a fair idea of the
market realities, we decided upon the business
model, which was a mix of “kitchen & dine-in”.
For the opening of the café which is scheduled on
17Th April we came up with different
promotional strategies. The promotions had both
the online and offline angles to it. Online
promotions consisted of content marketing,
influencer marketing and promotional offers.
Offline promotions included marketing
campaign. We ended the project with Break-even
analysis which is 20 months. Overall,
“Markneeti” proved to be a great learning and
enriching experience for us.
Markneeti Testimonial MarkEye
VOL 1 | ISSUE 2 29
Mr. Indranil and Prof. Jayanthi with the Markneeti participants
Mr. Indranil and Prof. Jayanthi with The Marketing Forum
Markneeti Event MarkEye
Chief Guest – Mr. Indranil Roy, Senior Vice President Sales, Safari Industries Ltd.
VOL 1 | ISSUE 2 30
[1] MobiKwik now offers instant life insurance for
Rs. 20 on its app. (February 22, 2019).
ETBRANDEQUITY.https://brandequity.economicti
mes.indiatimes.com/news/digital/mobikwik-now-
offers-instant-life-insurance-for-rs-20-on-its-
app/68105187
[2] Creating a hyper-local portfolio in India: Coca
Cola chief. (February 16, 2019).
ETBRANDEQUITY.https://brandequity.economicti
mes.indiatimes.com/news/business-of-
brands/creating-a-hyper-local-portfolio-in-india-
coca-cola-chief/68019531
[3] 'Amazon Pay UPI' launched for Android users in
India. (February 15, 2019).
ETBRANDEQUITY.https://brandequity.economicti
mes.indiatimes.com/news/business-of-
brands/amazon-pay-upi-launched-for-android-users-
in-india/68002018
[4] Swipe right! Tinder-Like GetPet will help find a
partner for your pet. (February 6, 2019).
ETBRANDEQUITY.
https://brandequity.economictimes.indiatimes.com/n
ews/digital/swipe-right-tinder-like-getpet-will-help-
find-a-partner-for-your-pet/67861332
[5] The 'LOL' hub: Facebook tests new app for kids
with special feed of funny videos. (January 20, 2019).
ETBRANDEQUITY.
https://brandequity.economictimes.indiatimes.com/n
ews/business-of-brands/the-lol-hub-facebook-tests-
new-app-for-kids-with-special-feed-of-funny-
videos/67609220
[6] WhatsApp may soon get most-anticipated dark
mode (January 25, 2019). ETBRANDEQUITY.
https://brandequity.economictimes.indiatimes.com/n
ews/digital/whatsapp-may-soon-get-most-
anticipated-dark-mode/67681950
[7] Hitesh Bhasin. (June 14, 2018). Marketing mix of
Domino’s Pizza. Marketing91.com.
https://www.marketing91.com/marketing-mix-
dominos/
[8] Sangeetha Chengappa. (Updated on Jan 17, 2018.
Published on July 7, 2016). Business Line.
https://www.thehindubusinessline.com/companies/o
yo-makes-room-for-different-
segments/article8820045.ece
[9] After UK Foray, OYO Hotels is opening its door
in UAE. (October 16, 2018). The Economic Times.
https://economictimes.indiatimes.com/small-
biz/startups/newsbuzz/oyo-expands-its-international-
presence-to-the-uae/articleshow/66218492.cms
[10] Bhanuj Kappal and Saumya Tewari. (November
23, 2018). Alyque Padamsee, the showman who
made the Liril girl sing. LiveMint.
https://www.livemint.com/Leisure/9aEEiw6lmIFh3
W1hnFhVsO/Alyque-Padamsee-the-showman-who-
made-the-Liril-girl-sing.html
[11] Patrick Coffee. (January 11, 2019). Lester
Wunderman, Direct Marketing Pioneer and Original
‘Mad Man,’ Dies at 98. ADWEEK.
https://www.adweek.com/agencies/lester-
wunderman-direct-marketing-pioneer-and-original-
mad-man-dies-at-98/
[12] Peter J. Rosenwald. (January 14, 2019).
Remembering Lester Wunderman, Direct Marketing
Pioneer. TargetMarketing.com.
https://www.targetmarketingmag.com/post/remembe
ring-lester-wunderman-direct-marketing-pioneer/
Wunderman [13] Megan Graham. (January 11, 2019).
Lester, 'father' of direct marketing, dies at 98.
AdAgeIndia.
http://www.adageindia.in/agency/agency-
news/lester-wunderman-father-of-direct-marketing-
dies-at-98/articleshow/67494398.cms
References MarkEye
VOL 1 | ISSUE 2 31
Advisory Team
Ambarish Varadan R
Radhika Gooptu
Rohan Mehra
Shantanu Alone
Shelly Kothari
Sushmita Sahu
Tanya Vaish
Udit Goyal
Upendra Sangam
Editorial Team
Ashwini Rao K
B Harisudan
Bhawana Mantry
Gopalkrishna Bhat
Hrushikesh Tapadiya
Joshua K
Mitali Gadam
Mrigank Tandon
Raghav M
Prof. Madhu Veeraraghavan
Director & T. A. PAI Chair
Professor of Finance
Faculty Advisor
Prof. Jayanthi Thanigan
Associate Professor & Area Chair - Marketing
Prof. Jeevan Arakal
Associate Professor Prof. Utkarsh
Assistant Professor
Prof. Shirshendu Ganguli
Associate Professor
Faculty Editors
Credits MarkEye
VOL 1 | ISSUE 2 32
2
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