First Issue Mark Mantra

8/4/2019 First Issue Mark Mantra

1/12

Dear readers,

Welcome to the first edition of

MarkMantra, the marketing newsletter of

XIME.

MarkMantra brings to you, every fortnight, a

variety of articles, cases and trivia in market-

ing. The purpose of this newsletter is to bring

to you the current trends and the fundamen-

tals in marketing. Each issue of MarkMantra

would consist of a case study, a quiz, a few

articles an interview of a distinguished per-

son, and lots more. It will also highlight the

events of MarkXIME, the marketing club ofXIME.

We also invite solutions to the case studies.

The best solution will be printed in the subse-

quent issue of the newsletter. So, your partici-

pation is a key ingredient in the success of our

newsletter.

We, at MarkMantra continuously strive to

bring to you the best information in marketing

field. This newsletter would help the people

who are interested in marketing to get an in-

sight into the field and also be abreast with

current happenings.

This particular issue of MarkMantra is a

Teachers Day special and is dedicated to all

the teachers who have taught and inspired us

at every step.

We look forward to some great articles and

case studies from you as well.

Happy Reading!!!

have for their teacher.

The sequel to the advertise-

ment had the same person

(Bomi Dotiwala) cast as the

teacher as in the previous ad.

More on Pg 5

With teacher-student relation-

ship as its theme, Raymonds

has come up with three Tele-

vision Commercials .The first

one was designed by the ad

agency Frank Simoes. In the

ad, students bid farewell to

their teacher with a Ray-

monds fine fabric gift and a

thank you note saying To

the Man who taught us every-

thing. Thank You. The ad

beautifully brings out the

love and respect students

MarkMantra

Raymonds Tribute to Teachers

Special points of interest:

A professionals point of

view about the world of-

Sales

Integrating the theme of

teachers into marketing

Importance of a name in

marketing.

Insight into Rebranding

Creating a Niche

Marketing an NGO

Inside this issue:

In Conversation with

Prof Vasant Cavale2

Education in Mar-

keting

4

Raymonds Tribute

to Teachers5

Whats in a Name? 6

An insight into

Heros Rebranding7

Niche Marketing 8

Case Study 9

Volume 1, Issue 15th September 2011

Th e Panch a t an t ra o f Marke t ing


2/12

In Conversation with Prof. Vasant M. Cavale

sic, watching movies and

reading. He is also associ-

ated with a couple of NGOs

working for the underprivi-

leged.

Team MarkMantra (TM)

thought that Prof Cavale

(PC) would be the ideal

person to interact with, for

this Teachers Day issue of

MarkMantra

P r o f V A S A N T M .

CAVALE is a management

consultant and has been

teaching Marketing and

Supply chain management

at some of the leading busi-

ness schools in India and

abroad as a guest faculty.

He worked for almost three

decades in the marketing,

sales, distribution and logis-

tics departments of the

Unilever Group at senior

levels both in India and

abroad. He then worked in

KPMG management con-

sulting for three years as a

Principal Consultant, Opera-

tions. He has also been in-

volved in a number of train-

ing programmes in many

companies and industry

groups in his subjects of

specialisation.

Prof Cavales leisure inter-

ests include listening to mu-

MarkMantraPage 2

I strongly believe

that the only way to

do any business is by

ethical means

Prof Vasant M Cavale

stage when I was the

head of sales, and com-

modity prices shot up,

the blenders of the prod-

ucts, with the consent of

CEO, dropped the qual-

ity of a major brand in

order to protect its prof-

itability. This resulted in

immediate consumer

reaction and sales

started slipping. I

brought this to the no-tice of the CEO and

other directors in a

profit-centred revie

meeting. The CEO told

me that I should not

teach him his job but

instead I should stick to

TM: There has always been

a hue and cry about the

presence/absence of

ethics in the marketing

and sales industry. Do

you think companies

and sales persons can

justify compromising

their values and ethics

in order to sell their

products?

PC: Unethical practices pro-

viding short term gainsshould never be al-

lowed. I strongly be-

lieve that the only way

to do any business is by

ethical means only and

keeping integrity intact.

I have great regard for

all sales people and

know that a vast major-

ity of them can do good

business by fair means

only.

TM: Have you ever faced a

situation in your experi-

ence, where you had to

make a choice between

manipulating facts to

sell a product and being

completely honest with

the possibility of losingthe customer? What was

the choice that you

made?

PC: I could recollect several

instances but will con-

fine myself to one illus-

trative example. At one

TM: How do you view the

changes of the current

trends in the sales/

business development

department in every

industry?

PC: Major trends include a

global presence, use of

technology extensively

and increasing chal-

lenges of providing cus-

tomer service.


3/12

Page 3Volume 1, Issue 1

A customer

wants you to

promise what is

possible and

deliver what is

promised

the best strategy for

approaching a customer

to make a sale?

PC: Intimate understanding

of the products/services

you are selling, the

benefits to the customer

and how your proposi-

tion is superior to what

competition has to offer

would be adequate for a

selling approach.

TM: What are three most

important skills that a

sales person should

have?

PC: The basic skills required

are: Managing abilities,

Interpersonal skills,

Technical abilities,

Communication skills,

and a good commercial

acumen.

TM: Would you like to offer

any advice to people

wanting to get into the

field of sales and mar-

keting?

PC: Make up your mind

clearly that a Sales/

Marketing career is

what you are looking

for. Understand the

challenges involved.

Learn on the job quickly

my job which was

achieving sales targets. I

was proved right when

the market reaction

started hurting the com-

pany and the CEO had

to ensure a return to the

original quality. We

could have saved a lot

of pain if action had

been taken on time.

TM: Most people are still

unclear about the rela-

tionship between mar-

keting and sales. How

integrated do you think

the work profiles of

these two departments

are?

PC: Marketing and Sales

functions are closely

linked and need to be

well integrated. Sales is

a part of Marketing and

is the only income gen-

erating function in any

company. It is the face

of the company in front

of the customers/

consumers. Broadly,

Marketing is about

products/brands and

Sales is about custom-

ers/people.

TM: Many students these

days are not willing to

opt for sales jobs. Why

do you think a sales job

has such a negative con-

notation even though it

may be one of the high-

est paying jobs?

PC: Sales jobs are not pre-

ferred as it is a tough

job dealing with new

customers, situations,

problems every day.

Customers demand im-

mediate answers/relief

and do not have the

patience to wait. How-

ever, no marketing job

can be done without

having done a sales stint

interacting with market/

customers and competi-

tion.

TM: After having dealt with

a number of customers,

and after having been a

customer yourself, what

do you think the cus-

tomer values most while

making a buying deci-

sion?

PC: A customer wants you

to promise what is pos-

sible and deliver what is

promised.

TM: What do you think is

from everyone you are

required to interact with

both within the com

pany and in the market

place. Be always honest

with yourself and with

everyone you deal with.

TM: How do you view your

transition from being in

the corporate sector for

more than three decades

to now being in the edu-

cation sector?

PC: In the corporate sector

you deal with people

who listen to you most

of the times because

you are the boss.

It has been ten years

since I started teaching.

I enjoy interacting with

the younger, smarter

generation.

TM: On this teacher's spe-

cial issue, would you


4/12

MarkMantraPage 4

Marketing is the

means by which

firms differentiate

their products

On some occasions, I

have taken small

batches of students to

meet practicing sales

managers and distribu-

tors and told the stu-

dents they could ask

them any questions they

wanted. Again they

come up and give me a

feedback that for the

first time they got an-

you like to share some

of your most memora-

ble instances as a pro-

fessor?

PC: Again, several instances

come to my mind. I will

recollect just two of

them:

I keep getting mails

from my students of

how their job interviews

they were asked ques-

tions relating to Sales

management and their

answers many times

have surprised the inter-

viewers as to how they

can give such practical

answers. I feel glad

when they write to me

to tell me that they an-

swered just as they had

learnt in my classes and

were successful.

swers to their questions

exactly as they had

learnt in my class. In-

stances such as these

make the teaching as-

signments handled by

me purposeful and give

me tremendous satisfac-

tion.

As told to

Prerna Kakkar

Batch 16

Education in Marketing

cation and marketing are

platforms for creativity and

innovation. Education gives

structure to thoughts and

ideas making them a con-

crete and robust framework.

Education, in the right

sense, is combining knowl-

edge from diverse fields to

create new models or bring

about radical changes in the

existing ones for the growth

of the society at large. Mar-keting gives firms the op-

portunity to creatively pro-

mote themselves as unique

and value generating. Mar-

keting is all about finding

new techniques and chan-

nels to reach out to the cus-

uses falsehoods to deceive

the public while ethical mar-

keting uses truth to deceive

the public. Yet, both educa-

tion and marketing are re-

lated and have many com-

monalities. The first impor-

tant common characteristic

between the two is that they

are means of achieving dif-

ferentiation. Education is the

means by which people dif-

fe rent ia te themselvesthrough the degree of

knowledge gained. Market-

ing is the means by which

firms differentiate their

products by imparting

knowledge unto the con-

sumers. Secondly, both edu-

tomers. Finally, marketing

in itself is educating custom-

ers about the firm, and its

products and services. To

sum up in the words of

Robert G. Allen, No matter

what your product is, you

are ultimately in the educa-

tion business. Your custom-

ers need to be constantly

educated about the many

advantages of doing busi-

ness with you, trained to useyour products more effec-

tively, and taught how to

make never-ending im-

provement in their lives.

By

Prerna Kakkar

Batch 16

Education is often equated

to feelings of liberty and

growth, whereas marketing

is many a time equated to a

campaign for generating

profits as can be reflected in

Vilhjalmur Stefanssons

humorous statement: the

difference between ethical

and unethical marketing is

that unethical marketing


5/12

present there to greet the

teacher. A touching adver-

tisement indeed.

Theres also a third ad to

this theme created by the

agency R K Swamy BBDO.

In this ad, time has ad-

vanced further and the same

teacher is shown as a resi-

dent of an old age homemissing his family on his

birthday. Then a student of

his comes to wish him and

through his laptop helps him

see his family celebrating

his birthday.

The sophistication in the

advertisements for Ray-

monds has been carried on

over the years first by Frank

Simoes, then by Nexus and

now by R K Swamy BBDO.

Sometimes when brands

change agencies, they

change stances and end up

losing brand properties in

the quest for change. Thank-fully it was not the case with

Raymonds.

Using teacher as a model in

its advertisements, the pur-

pose of Raymonds becomes

not only to entertain or catch

A book touches the mind

but a teacher touches the

heart. To a student, this rela-

tionship does not limit itself

to classrooms, but carries on

throughout the life, provided

he comes across not a mas-

ter of words, but a master of

wisdom. This lifelong rela-

tionship is very well ad-

dressed through Raymonds

advertisements. Raymonds

is known for advertisements

which bring a feel good

factor emphasizing the dif-

ferent roles played by A

Complete Man.

With teacher-student rela-

tionship as its theme, Ray-

monds has come up with

three Television Commer-

cials .The first one was de-

signed by the ad agency

Frank Simoes. In the ad,

students bid farewell to

their teacher with a Ray-

monds fine fabric gift and

a thank you note saying

To the Man who taught

us everything. Thank

You. The ad beautifully

brings out the love and

respect students have for

their teacher.

The second advertisement

came as a sequel to it in

which the same person

(Bomi Dotiwala) was cast

as the teacher as in the

previous ad. The story

however turned to the stu-

dent being a grown up and

the teacher coming to at-

tend his wedding. Initially

the teacher is sceptical that

the student will recognize

him. But, he does and even

invites all the batch mates

MarkMantraPage 5

Raymonds is

known for

advertisements

which bring a feel

good

Raymonds Tribute to Teachers

attention, but enable further engage-

ment of customers with the brand.

The essence of the brand i.e. A

Complete Man remains justified in

all the advertisements.

By

Yamini Dhawan

Batch 16


6/12


The

effectiveness of

this concept is

explained by the

way human

emotions work

When one comes across

names like golden sun, pep- per yellow, monster green,

mysterious red, what prod-

ucts are these associated

with? Well these names and

much more figure in the

vocabulary of marketers

around the globe for prod-

ucts ranging from ice-

creams, paints, nail enamelsand even food and beverages

in dining places. This phen-

reby enhancing the probabil-

ity of purchase decisions byconsumers. This field, re-

searched by Barbara Kahn

and Elizabeth Miller, posi-

tively correlates surprising

flavour or colour label and

consumers response. These

researchers classify the

names as Common (i.e. typi-

cal and specific- light blue,dark brown), Common De-

scriptive (i.e. typical, spe-

cific- lemon yellow), Unex-

pected Descriptive (i.e.

atypical, specific- Tweety

yellow) and Ambiguous (i.e.

atypical, unspecific- girly

pink, adventurous red) and

infer the reasons for human

receptiveness to this phe-

nomenon. The reason for

such a correlation lies in the

increased cognitive effort

undertaken to process an

atypical, ambiguous colour

or flavour name that causes

preference.

This is not a recent develop-

ment and often in restaurants

consumers get fascinated by

a dish being served to an-

other table by the waiter and

end up ordering it, oblivious

to the fact that they may not

know the name of the dish.

The style of non-descriptivenaming is however extend-

ing to the students art class

colour box as well with

Crayola boasting of 120

different colours in their

crayon box. The fact that

puzzles one the most is, how

come the world is burgeon-

ing with a plethora of col-ours suddenly and how to

distinguish the different

shades of the same colour. It

is fortunate that one went to

kindergarten when the

crayon box was limited to 14

colours at most, else the

mind-numbing names for

crayons that exist today

would be a reason enough to

bunk school.

Marketers in all industries

are trying to differentiate

their products with this ploy.

Some of the sectors where

this tactic is commonly seen

are paints, cosmetics, restau-

rants. Women consumers do

not hesitate in picking up the

most absurd sounding nail

paints like Moody Blue or

Bitches Brew! Cafe Coffee

Days menu boasts of inno-

vative names like Devils

Own, Cool Blue, Dark Pas-

sion that can boggle firsttimers at the place had they

not been classified under the

food or beverage categories

that they belong to. Box-

Master, Toasted Twister,

Zing Kong Box, Game Box,

though may be hard to be-

lieve, are in fact the offer-

ings of KFC in India. Sincecompetition is huge, the

marketers feel that any strat-

egy that can differentiate

their products from that of

the competitors is worth

giving a shot.

However, whether this trend

is scalable to all kinds of

products cannot be guaran-

teed. Whether the Indian

c o n s u m e r a c c e p t

Razzmatazz Rice or

Glitterati Bread as easily

as they can accept Manhat-

tan Mania or Death by

Chocolate ice creams flavors

remains to be seen. The mar-keters should therefore tread

with caution in naming ne-

cessity products or services

like groceries, insurance

products etc. lest the con

sumers may not have credi-

bility in using the product

Whats in a Name?

omenon of coining unusual

and non-descriptive names

for products is a trend catch-

ing up as quickly as forest

fire.

The effectiveness of this

concept is explained by the

way human emotions work.

Colour and flavour labels

evoke positive emotions the-


7/12


A new logo

which symbolizes

the youth of the

country

The consumer wants the

products to be of reliable

quality and long lasting irre-

spective of the frills and

fancies of having an atypical

name associated with it. The

consumer of today is ra-

tional and may accept the

non-descriptive naming gim-

mick once but would defi-

nitely not indulge in repeat

purchase if the product lacks

quality. On the other hand,

the consumers may be re-

pelled by the fancy naming

due to their conservative

nature seeking value prod-

ucts.Will the array of or-

anges and blues ranging

from Outrageous Orange,

Sunset Orange to Atomic

Tangerine continue to cast

their spell on the consumers

or will the consumers make

a rational choice by affirm-

ing quality before making a

purchase, only time will tell.

By

Malvika Kumar

Batch 16

An insight into Heros Rebranding

fits. When it comes to CSR,

Hero has been engaged in

social activities since ages

through We Care cam-

paign but publicity is th

area where it lacks. Its brand

equity will grow leaps and

bounds if its CSR initiatives

are as well known as the

brand itself.

Hero does not have self-

expression products apart

from Karizma, in terms of

style and performance,

through which people can

been both good and bad. For

example Splendors brand-

ing was excellent with iden-

tity of fuel efficient bike

which appealed very well to

the middle class Indians. But

when it comes to their flag-

ship product Karizma their

branding decisions are not

the best or otherwise it

would have been a cult

brand. For a bike as world

class as Karizma the product

is the endorsement for itself

but roping in an actor as its

endorser turns off alpha

males, the actual target mar-

ket of such classy bikes, as it

produces a passive feeling of

a follower instead of a leader

which significantly reduces

the self-expressive benefits

associated with the brand.

Considering the rebranding

of Hero, the company has

decided to improvise upon

the existing brand identity

without much deviation in

their core identity of innova-

tion, quality and fuel effi-

ciency. Now it is trying to

position itself as a confident,

competent and hardworking

brand promising the quality

to the customers. As the

company has parted ways

with Honda, it is completely

an Indian company that is

going global .And having

started their new project on

our independence day they

are clearly trying to position

themselves as the Indian

brand. So it will enhance the

equity of the brand as the

Indian customers can associ-

ate a proud feeling of

Swadeshi brand which

gives them emotional bene-

The historic association of

Hero and Honda has come to

an end, finally paving way

for Hero Motocorp Ltd

which is now the largest

producer of motorcycles in

the world. The rebranding

exercise being taken place

currently and this article

analyses how effective this

rebranding will be for Hero.

Hero Honda is one of the

strong brands in the country

which commands loyalty

from the millions of its cus-

tomers. Hero Honda is a

brand that always stresses

upon quality, innovation and

fuel efficiency which was its

core brand identity for most

of the time during their asso-

ciation with Honda.

In the past the branding de-

cisions made by them have


8/12


Niches do not

'exist' but are

'created'

differentiate them from oth-

ers. This is a critical cate-

gory on which Hero has to

focus upon if it has to tap the

western markets.

In their TV campaigns they

associate themselves with

confident and hardworking

people treated as underdogs

who win at last. Its a master

stroke as each and every

person would have come

across such situations in

their life so they can associ-

ate themselves with this He-

ro campaign. Hum mein hai

Hero which is a very good

tag line that sends a strong

message that how Hero cele-

brates its customers as a

HERO. Also having a

world class icon like A R

Rahman as the brand ambas-

sador boosts the brand im-

age and also the reliability of

the product.

Hero has been a great suc-

cess with the aging genera-

tions but now it has created

a brand appeal in the hearts

of the younger generation as

well by coming up with a

new logo which symbolizes

the youth of the country and

gives a younger image to the

company. But they have to

strike a right balance in their

campaigns to convince their

aging generation customers

that their brand is not going

away from them, and their

younger generation custom-

ers that their brand lives up

to all the expectation of the

market.

Hero is positioning its brand

is a very impressive way to

the people across ages. The

new look, the new logo, the

new style and the truly touch-

ing theme have already re-

ceived a thumbs up from the

masses. But its an initial

stage as their brand architec-

ture is not known completely

and in a few weeks a big de-

cision awaits them.

By

Abhinav.V & Abhishek Ghai

Batch 17

The customers have a dis-

tinct set of needs.

They will pay a premium to

the firm that best satis-

fies them.

The niche is fairly small but

has size, profit, and

growth potential and is

unlikely to attract many

other companies.

Examples of niche market-

ing in India:

Revolution clothing Pvt.

Ltd. When every com-

pany in India was clas-

sifying the womens

clothing into L,XL, and

XXL sizes, it was Revo-

lution clothing Pvt. Ltd.

That pioneered the con-

marketers. In niche market-

ing efforts are concentrated

on a small but specific and

well defined segment of the

population. Niches do not

'exist' but are 'created' by

identifying needs, wants,

and requirements that are

being addressed poorly or

not at all by other firms, and

developing and delivering

goods or services to satisfy

them.

As a strategy, niche market-

ing is aimed at being a big

fish in a small pond instead

of being a small fish in a big

pond.

What does an attractive

niche looks like?

Market niches can be geo-

graphic areas, a specialty

industry, ethnic or age

groups, or any other particu-

lar group of people. Some-

times a niche product can be

a variation of a common

product that is not produced

and marketed by the main

marketing firms.

But in the core every market

niche has following charac-

teristics:

The word niche comesfrom a French word that

means to nest. Niche mar-

keting is targeting a product

or service to a small portion

of a market that is not being

readily served by the main-

stream product or service

Niche Marketing


9/12


Over 7.5 million

producers and

their families

were benefiting

from Fair Trade

cept of plus-sized fash-

ion in India. The idea

not only forced the es-

tablished players to fol-

low suit, but also help

Revolution notch up

millions in revenues.

Crack an ointment from

Paras Pharmaceuticals

is primarily targeted at

the female segment for

prevention and treat-

ment of cracks in the

feet that develop due to

inadequate protection

and care.

Itchguard, another product

from Paras Pharmaceu-

ticals focuses on the

niche requirement of-

treating itching sensa-

tion caused by perspira-

tion during summer.

market can help a company

or an entrepreneur to earn

profit as well as to establish

themselves in the market.

Because in the end in this

corporate jungle, one who

understand the customers

well, has the better chances

of survival.

By

Abhishek Thakur

Batch 16

facilitate the work of Fair

Trade organizations. The

World Fair Trade Organiza-

tion (WFTO), The European

Fair Trade Association

(EFTA), The Network o

European Worldshops

(NEWS!), and The Fair

Trade Labelling Organiza-

tions International (FLO),

The Fair Trade Federation

dards. It focuses in particular

on exports from developing

countries to developed coun-

tries, most notably ofhandi-

crafts, coffee, cocoa, sugar,

tea,bananas, honey, cotton,

wine, fresh fruit, chocolate,

flowers and gold.

In 2008, products certified

with FLO (Fair Trade Label-

ling Organization) Interna-

tional's Fair Trade certifica-

tion amounted to approxi-

mately US$4.08 billion

(2.9 billion) worldwide, a

22% year-to-year increase.

While this represented a tiny

fraction of world trade in

physical merchandise, some

Fair Trade products ac-

counted for 20-50% of all

sales in their product catego-

ries in individual countries.

In June 2008, Fair Trade

Labelling Organizations

International estimated that

over 7.5 million producers

and their families were bene-

fiting from Fair Trade -

funded infrastructure, tech-

nical assistance and commu-

nity developmentprojects.

Most Fair Trade organiza-

tions are members of, or

certified by, one of several

national or international fed-

erations. These federations

coordinate, promote, and

What is Fair Trade?

Fair Trade is an organized

social movement and market-

based approach that aims to

help producers in developing

countries foster better trading

conditions and promote sus-

tainability. The movement

advocates payment of higher

prices to producers as well as

social and environmental stan-

Case Study on Fair Trade in India

Several television channels

today are niche focused, and

spirituality. such as Aastha

in India , and QTV in Paki-

stan, that focuses on religion

In todays globalized cut

throat competitive market

where the companies are

fighting for a larger share of

the pie, a little innovation

and creativity to segment a

niche market from a big
http://en.wikipedia.org/wiki/World_Fair_Trade_Organizationhttp://en.wikipedia.org/wiki/World_Fair_Trade_Organizationhttp://en.wikipedia.org/wiki/European_Fair_Trade_Associationhttp://en.wikipedia.org/wiki/European_Fair_Trade_Associationhttp://en.wikipedia.org/wiki/Network_of_European_Worldshopshttp://en.wikipedia.org/wiki/Network_of_European_Worldshopshttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fair_Trade_Federationhttp://en.wikipedia.org/wiki/Developed_countrieshttp://en.wikipedia.org/wiki/Developed_countrieshttp://en.wikipedia.org/wiki/Handicraftshttp://en.wikipedia.org/wiki/Handicraftshttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Cocoa_beanhttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Bananashttp://en.wikipedia.org/wiki/Honeyhttp://en.wikipedia.org/wiki/Cottonhttp://en.wikipedia.org/wiki/Winehttp://en.wikipedia.org/wiki/Chocolatehttp://en.wikipedia.org/wiki/Flowershttp://en.wikipedia.org/wiki/Goldhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_certificationhttp://en.wikipedia.org/wiki/Fairtrade_certificationhttp://en.wikipedia.org/wiki/Community_developmenthttp://en.wikipedia.org/wiki/Community_developmenthttp://en.wikipedia.org/wiki/Social_movementhttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Developing_countrieshttp://en.wikipedia.org/wiki/Developing_countrieshttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/wiki/Sustainabilityhttp://en.wikipedia.org/wiki/Developing_countrieshttp://en.wikipedia.org/wiki/Developing_countrieshttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Social_movementhttp://en.wikipedia.org/wiki/Community_developmenthttp://en.wikipedia.org/wiki/Community_developmenthttp://en.wikipedia.org/wiki/Fairtrade_certificationhttp://en.wikipedia.org/wiki/Fairtrade_certificationhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/FLO_Internationalhttp://en.wikipedia.org/wiki/Goldhttp://en.wikipedia.org/wiki/Flowershttp://en.wikipedia.org/wiki/Chocolatehttp://en.wikipedia.org/wiki/Winehttp://en.wikipedia.org/wiki/Cottonhttp://en.wikipedia.org/wiki/Honeyhttp://en.wikipedia.org/wiki/Bananashttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Cocoa_beanhttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Handicraftshttp://en.wikipedia.org/wiki/Handicraftshttp://en.wikipedia.org/wiki/Developed_countrieshttp://en.wikipedia.org/wiki/Developed_countrieshttp://en.wikipedia.org/wiki/Fair_Trade_Federationhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Fairtrade_Labelling_Organizations_Internationalhttp://en.wikipedia.org/wiki/Network_of_European_Worldshopshttp://en.wikipedia.org/wiki/Network_of_European_Worldshopshttp://en.wikipedia.org/wiki/European_Fair_Trade_Associationhttp://en.wikipedia.org/wiki/European_Fair_Trade_Associationhttp://en.wikipedia.org/wiki/World_Fair_Trade_Organizationhttp://en.wikipedia.org/wiki/World_Fair_Trade_Organization


10/12


IRFT works with

both ends of the

supply chain

(FTF), and The Fair Trade

Action Network are the

international federations to

which the Fair Trade or-

ganizations are affiliated.

Fair Trade movement in

India

International Resources for

Fairer Trade, India (IRFT)

is a non-profit organisation

registered as a Public

Charitable Trust under the

Bombay Public Charitable

as their core values. IRFT

works with both ends of the

supply chain by representing

the producer as well as the

consumer.

IRFT participates in the

market economy and works

closely with farmers and

artisans to develop in them

the skills to sell their prod-

ucts. Thus giving them ac-

cess to a sustainable and

stable livelihood. Through

its approach to ethical stan-

dards in factories and farms

that represent producers,

IRFT conducts ethical au-

dits, provides code of con-

duct training and verifier

training on remediation and

continuous improvement;

which are a few of its

sources of income . Some of

their leading brand partners

are Levis Strauss, Nike,

Marks and Spencer, Reebok

and Burberry.

The objectives of IRFT

Playing a stewardship role in

propagating the princi-

ples of Fair Trade.

Promoting the principles of

Fair Trade among all

stakeholders along the

supply chain through

Capacity Building and

buy, bordering on a fad or

whim, but a long-term com-

mitment to Fair Trade prod-

ucts.

Continuously evolve simple ac-

ceptable and credible mes-

saging to ensure a common

man understanding of

Fairness in Trade and what

it represents and how it af-

fects his decision to make a

change in buying.

IRFT wants to ensure that its

Community Business Pro-gramme (CBP) and Ethical

Business Programme (EBP)

will be woven into the Fair

Trade principles and its

propagation at every step of

the way, thereby addressing

wider areas of awareness,

through each of their stake-

holders.

Working harmoniously with

funding organizations to

ensure clear cut roles, re-

sponsibilities and deliveries

as committed and meet

deadlines set by the projects.

Trust Act. It was founded

by Kirit Dave and Jan Sim-

monds in October 1995.

IRFT gives farmers and

artisans access to main-

stream markets worldwide,

by par tner ing with

W.F.T.Organizations (in

U.K., U.S.A., Netherlands

& Germany). Large corpo-

rates are encouraged to

inculcate social responsi-

bility and ethical working

long- te rm process

Training.

Steering all efforts to main-

stream Fair Trade in

India and help further

build partnerships of a

wider fraternity in the

larger interests of a uni-

fied, credible Fair Trade

movement in India and

beyond.

Developing Communication

strategies to address

d i f f e r en t f o r um s /

events/fraternity meets

on Fair Trade, working

in partnership with Fair

Trade networks like

FTF-I, and its partners

as a Group/Body, uni-

fied as Fair Trade

change agents.

Taking a lead role in Fair

Trade awareness at all

forums and representing

all Fair Trade partners,

equally and fairly in the

interest of a unified Fair

Trade movement in

India. IRFT assumes

responsibility for creat-

ing plausible messaging

with conviction, aimed

at consumers to ensure

that Fair Trade buying

is not just an emotional
http://www.fairtradeaction.net/http://www.fairtradeaction.net/http://www.fairtradeaction.net/http://www.fairtradeaction.net/http://www.fairtradeaction.net/


11/12


Pro-Sustain has

received a three-

year grant from

the European

Union

Pro-Sustain, is an initiative

by Hivos (Netherlands),

IRFT India, FTF-I, and asso-

ciate Shop For Change tocontribute to building envi-

ronmentally sustainable pro-

duction and consumption

that helps reduce poverty

amongst poor farmers and

handicraft producers in In-

dia. Pro-Sustain has received

a three-year grant from the

European Union for the pro-

ject and it will start by mid

2012.

The specific objective of the

Pro-Sustain project is to

create a consumer market for

Fair Trade products in India

that measurably contributes

to the improvement of rural

livelihoods and provides

farmers and artisans with the

resources necessary to fol-

low environmentally sus-

tainable production prac-

tices.

Following on the premise

laid out in the rationale for

the overall objective, the

project is built on the belief

that the market forces, which

have in many cases excluded

How should IRFT go about

its PRO-SUSTAIN ini-

tiative and create a mar-

ket for FAIR TRADE

products in India?

Source: http://en. wikipedia.

org/wiki/International Re-

sources for Fairer Trade

written by

Aditya Jain,

Batch 16.

the needs of poor farmers

and handicraft artisans, can

actually be harnessed to cre-

ate inclusive growth and

environmentally sustainable

production by creating con-

sumer demand for sustaina-

bly produced, Fair Trade

products.

Questions

How can IRFT create

awareness among the

masses about the con-

cept of FAIR TRADE?

(Given that it has an

annua l m a r ke t i ng

budget of ` 5,00,000

and IRFT can easily

find volunteers/interns,

being an NGO)

Quiz (Vol 1 Issue 1)

1) Who coined the term

Marketing Myopia?

2) Calvin Klein, Izod and

Arrow are the brands ofwhich group?

3) The edge is efficiency

is the tagline of which

corporation?

4) X started as an arms

manufacturer and en-

tered into the auto busi-

ness in the early 1890s.

It was founded by a

Czech after he was de-

nied bicycle parts be-

cause he wrote in

Czech. Name the com-

pany.

5) Appy Fizz is a brand of

which company?

6) What do the four rings of

Audi signify?

7) Name another mascot that

7up used except for

Fido.

8) Zapak.com is a sub-

sidiary of which enter-

tainment company?

9) Name the country which

gave Adidas to the

world.

10) Expand FIAT, the Italian

auto maker.

NOTE: Read the next issue for answers
http://en.wikipedia.org/wiki/International_Resources_for_Fairer_Tradehttp://en.wikipedia.org/wiki/International_Resources_for_Fairer_Tradehttp://en.wikipedia.org/wiki/International_Resources_for_Fairer_Tradehttp://en.wikipedia.org/wiki/International_Resources_for_Fairer_Tradehttp://en.wikipedia.org/wiki/International_Resources_for_Fairer_Tradehttp://en.wikipedia.org/wiki/International_Resources_for_Fairer_Trade


12/12

MarkXime Events & Winners

Logo Competition

Nikhil Paul

and

Noufeera Ashraf

Genesis

An event in which teams were given

70 minutes to make and market aproduct within a budget of`50.

Product: Chota Ustaad

Aditya Tanwar,

Ankita Shrivastava,

Cherry Sebastian,

Nidhi Shah,

Priyesh Tugnawat

Rishav Dugar,

Suneet Saxena,

and

Vidwaita Sachan.

Abhishek Thakur

Aditya Jain

Gowthami Peri

Malvika Kumar

Prerna Kakkar

Yamini Dhawan

The Panchtantra of Marketing

Team MarkMantra

Mail us at

[email protected]

Contac t Us

We welcome sugges t ions /c r i t i c i sms to he lp us

grow be t te r .

Team MarkXime

Varun Aggarwal (President)

Bithal Anshuman (Core Club Member)

Gurdeepak Singh Juttla (Core Club Member)

Sonam Sharma (Core Club Member)

Ideate Innovate Create

Mail us at

[email protected]

Fol low Us

h t t p : / / www.f acebook .com / pages / M ar k -

XI M E/ 153652627984359
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