With the major players focusing on purity, clarity and blah blah, Bisleri has hit the sweet spot of humor coupled with common sense. The new "Kiss to Drink" ad campaign is running wild on all possible platforms. With scientists predicting the IIIrd World War over water and guards deployed to save water theft in Rajasthan , this clever first mover seems to drive the attention towards likability and On the Go use. Talking about the internal business message of "Double the Half" (double the sales of half liter bottles) Chairman Ramesh Chauhan feels very confident about it. He says, "This adds youthful energy to the brand.
Almost all of their advertisements showing you a way to open happiness, they have made it even more simpler. The market leader who was recently in news for brilliantly tapping the Rural Market by introducing solar power refrigerators for areas uncertain about their electricity supply has now made a new move to strengthen their operations. Their test market being Ahmedabad , the company recently
launched their online home delivery portal. Now you can choose from a host of products like The Sparkling Drinks such as Coca-Cola, Diet Coke,
The Indian Auto Industry has undergone quite a transition this fiscal. The Italian Beauty parted ways with its Indian Partner ( Fiat - Tata JV), Diesel Guzzlers like M&M XUV 500 and Renault Duster selling like hot cakes and Honda launching its Amaze to swallow Swift Dezire's market share.
But, these jaw dropping models do not support the cause of the Industry's performance as a whole. This has been the steepest Car Sales decline in the past 12 years.
With an
estimated market share of 15%, Thums Up aka TOOFAN is still the
undefeated champion in the Rs. 14000 cr. Indian soft drinks market. The local
brand from the house of Parle Agro was sold to Coca Cola and then started a
journey the buyers never dreamt of.
Coca Cola
apparently tried to kill the brand once they got hold of it. But, they misread
the market and had to channelize the brand in a whole new avatar. The Indian
Youth of 80’s and early 90’s were more flaunting in nature and Thums Up added
the zing to this macho era.
V. S Prudence Advisors Pvt. Ltd. Is an
organization that has been helping entrepreneurs set up their businesses for
over 5 years.The session starts off with Ms.
Salma Moosa promising an interesting session and giving us the freedom to do
whatever we want during her lecture.
Indian movies are the mirror of the society we live in and satisfaction turns into a grin when the dolby
digital sound rushes through our ears and our foot starts tapping on HUD HUD
DABANGG DABANGG DABANGG……..
Yeah, it’s the era in which victory is the ultimate goal and
our directors have unlocked the secret of a Bollywood Blockbuster. Be it
Dabangg or Special Chabbis we like to see the bad guys winning and that too in
style.
It is often seen that whenever something innovative is desired, people never miss mentioning the BOX. Yes its the same old box that appears in every lecture when we are required to think "Out of the Box". The picture above is a perfect example of how a simple but innovative idea can make wonders. Hindustan Unilever's Lifebuoy with their creative partners Ogilvy have come up with this brilliant ad campaign.
Mr. K.
Ramakrishnan, President- Marketing, of the Cafe Coffee day chain was the
speaker of the day. The theme was how a service brand like 'Cafe Coffee Day'
was built. In a complex market with assumptions on how people in India would
spend time and money for a simple Coffee, which is after all a Rs 5/- affair in
every street! CCD, as we call it is quite a success story. The brand talks
nothing but "Mass", "Youth", "Value" &
"India" according to Mr. Ramakrishnan. The Moment of truth is so
important in Marketing, especially on the consumer front, it is typically a
everyday, every moment aspect at CCD, quipped Mr. Ramakrishnan. He further
talked about the preposition a brand could convey without communication. That's
what CCD is! Every cafe is a communication. Interestingly CCD has the our
conversations as the
Mr. Amit Kakker, Senior Vice President, Head of Sales and Marketing of Toyota Financial Services is into Automotive Financial Services. His experience is vast and knowledge is noteworthy.
The initial endeavor of SportsMeet-Bangalore truly lived up
to the expectations – the conference room in Christ University was thronged by
the sports enthusiast across the city. Right from management students,
professors, entrepreneurs & sport entrepreneurs, employee/employer of sport
institutes, athletic coaches, and several sports
A great orator once said “ a word once sown will not come
back without reaping its benefits”. Such was the message delivered by Mr.
Suresh Subramani to the marketing club on the above referenced topic
Marketing Mouthpiece welcomes the batch of 2012-14 to our family
Its the start of another new academic year with new hopes, aspiration and target to achieve.
While we continue our effort in building the Marketing Department of CUIM into one of the best in the country, we take a moment to welcome the new batch of 2012-14 into the marketing club .
Quite an interesting and interactive session on that day. Mr. Vishal Kesarwani, a Jeweller by profession shared his knowledge about the market, typically the Indian market.
He started off the session with his experience with a work that had cost him about Rs 15000 and was completed well before time.
We have often heard of organizations professing on the go green campaign but today we have a bunch of management students practicing this in order to support this cause of promoting cycling as an eco-friendly means for commuting.
As a part of this initiative, which these young to-be-managers call “Whee’ll Meet”, the management along with the students intend to incorporate management training by having a blend with eco-friendly efforts. Whee’ll Meet is not just an interface, but it also has a social message. The event believes that the corporates have responsibility towards the environment.
The event would start with the flag off by the Director of Christ University of Management at 8 am on 4th Dec, 2011 from the Koramangala campus. They would be accompanied by the chief guest of the event, speaker Mr. Dwarkanand C., Marketing Manager of Hathway, who is also an avid cyclist. The students would be cycling a distance of 70 km and reaching Christ’s Kengeri Campus and participating in the corporate interface.
Cycling is a passion. It is real joy and the most efficient way to move around the busy streets of a big city. The Marketing Club students at Christ University Institute of Management have been known to come up with exciting events in the past and ‘Whee’ll Meet’ the cycling extravaganza, is the latest addition to the list. It is an event where eminent industrialists and entrepreneurs come and share their thoughts and experiences not only with the students but also with their counterparts and colleagues from the corporate world.
The Inaugural session of Whee’ll Meet will be witnessing the presence a charismatic speaker Mr. Dwarkanand C. He will share his thoughts and experiences with the students and other industrialists on networking and socializing and the need for these skills is much required in today’s competitive environment.
The meet will enrich the students and will aim at bringing them on par with the corporate world. Whee’ll Meet is a sustainable initiative which would be held quarterly with many astounding speakers to come and would also explore new horizons in future.
Stand up. Take a deep breath.... annnnd.... exhale.
What did you see?
Was your stomach pulled in or pushed out when you inhaled?
When you’ve got the basics wrong, how can you create a success out of it?
Such was the essence of the astounding talk by Mr. John Kuruvilla, at the corporate Interface of Marketing club on Saturday, 20th Nov 2011. A moment of peace to catch our breath, before we begin looking back on what was a roller coaster ride of John Kuruvilla’s interaction with students.
3.... 2.... 1..... OK. Let’s begin!
Out of the box thinker,Innovator and Turnaround specialist, John Kuruvilla has been associated with big names like Air deccan, Oberoi Group of hotels, J Walter Thomson and Lintas (Lowe). He’s been instrumental in launch of successful brands in the country and was part of the team behind memorable campaigns like Humara Bajaj, Maruti Omni, Toyota Qualis, Air Deccan to name a few. A survier, Mr. Kuruvilla battled Steven Johnson’s syndrome in 2008 and came out winning. He’s the founder and chief adviser to Taggle.com. Taggle is the culmination of 24years of experience of marketing, sales, brand building, customer relations, Revenue management and Pricing.
The three and half hour session with John Kuruvilla was packed with real life, real time lessons for every marketing aspirant. Here are a few:
·India – is the most complex market. It is a marketer’s nightmare. From Nanded to Chennai, Calcutta to Guwahati – what works in one market, will not work in another place. You cannot reach everyone in India through a TOI. And.. India is suddenly gaining the rightful place in the world. There’s serious business here, which throws up challenge for change. With an appetite of a giant, It is resplendent for luxury market... but with a limited budget. How will you make it work?
Monopolies will collapse. In the complex market like India, there are same brands, same products, but consumption patterns are different everywhere. They need to figure out, how to reach SMEs, and small town.
Therefore, sink your teeth in India. It is the place to be in... Forget the big American dream.
A bunch of enthusiasts with a penchant for innovative strategies came up with the big idea of selling Rs.500 tickets in an airline... giving wings to the small-town-India-dream. Result: Air Deccan’s server crashed with number of hits, front page story for every newspaper in country, became the 2nd largest airline in 3years.. and the bunch of enthusiasts were rockstars!!
So “if you succeed in India, you’ll succeed anywhere”
·Innovate or just exist. The difference between success and SUCCESS is in the details. Look beyond.
A challenge from Kawasaki Bikes can lead to making of an advertising campaign focusing on pan Indian appeal, intead of the technical expertise of a falling brand, and result in the most love Indian Commercial of all time – Humara Bajaj!!
·Marketing is NOT a magic wand. It’s hell lot of hard work, costumer insight and making sure all the nuts and bolts are in place. So, numbers speak. Ask questions.
Taggle separated its target buying customers from registered ones to focus on revenue by serious number crunching research along with innovative ideas like shop for Rs.199 to get a chance to buy an iPad at Rs.9990!!
·Reach customers directly. Customers are your research teams. Gain insights from them.
The Oberoi group gave an Indian luxury package with an Indian with the know-how of operating things!!
Air Deccan reached the customers directly, facing boycott by travel agents. And succeded!!
·Distribution is very necessary. A happy customer will get you 5 more. A happy network will get you new customers.
·Survival instinct is a killer. Be as mad as you can. You’ll never know what can sell.
Setting up a pizza parlour in HP petrol pumps and selling Air Deccan tickets through them! In the economy when both pizza parlours and airlines were luxury items. Result – We have all seen it!!
Decide to get Indian Railways to sell Air Deccan tickets! And it did work!!
·Revenue management is the difference between success and failure today. Learn your fixed costs and marginal costs, for incremental profit. Ask if you can measure the impact of it. And don’t take no for an answer.
Surat Diamonds can be sold online to generate new market and revenue!!
·CRM is dead. It’s CEM (Customer Expectation Management) today. Understand customer behaviour and deliver on them. Relationships are win-win only when expectations are met or exceeded.
Air Deccan customers never complained of Bad Coffee, because they were told Air Deccan does not provide any!!
The realistic approach to customer expectations is a winner.
It is not always that a personality comes in amongst us whose entire life can be seen back as a management course. We at CUIM Marketing club are deeply thankful TO John Kuruvilla for sharing his time with us, giving us precious insights. The ability to mesmerize 120 people for 3and half hours on a Saturday afternoon, and leave them wanting for more – is the mark of a real hero. His informal, casual and personal approach won us all. We’ll look forward to having him with us again, for a lager audience. Till then Marketing Club, CUIM says – Thank you, John.
Top 5 learnings from John Kuruvilla:
·Work backwards. Look at where you want to be in xx years, and gain the knowledge of your path accordingly. DO a SWOT on YOURSELF.
·When you keep hitting against a wall, pull out. Walk around it, you will find a solution. Think Simple.
·Do not jump jobs in less than two years. You’ll never learn the basics of the trade. Take time.
·Marketing is not a magic wand – it’s a lot of hard work and knowing the pulse. So – Insight, Innovate, Implement. Keep a tab of those
John Kuruvilla being thanked from marketing club
·Dream big for your company first, then for yourself. It’ll grow -> your ideas work - > you’ll grow.
Corporate Interface- A session on Brand Personality
Ms. Harmeet Kaur Brand Manager, Britannia Nutri Choice.
The corporate interface session has been consistently witnessing some of the best brands and eminent personalities from different sectors in the field of marketing for the past few weeks.
The corporate interface session on 12/11/2011 was no exception to the tradition of the marketing club. A young, dynamic and hardcore professional, Ms. Harmeet Kaur, Brand Manager, Britannia Nutri Choice handled the session providing great thoughts on branding, brand building, advertising, distribution and about various marketing strategies adopted. Marketing major from Symbiosis Centre for Management and Human Resource Development in the year 2008, she has been associated with some of the ‘big names’ in the corporate world such as MADURA GARMENTS, YUM! BRANDS and at present with BRITANNIA INDUSTRIES. Her profound knowledge in the area of her interest, and the personality that she is, is what we believe the force that has helped her climb up the ladder of success.
The students and the faculty members were equally competing for a chance to ask questions, which helped all of us to get a better insight on branding. And it made the session interactive from the very beginning to the end. Some of the concepts quoted by her through industry examples on image makeover, graduation to higher target customers, importance of fonts in branding etc were new thoughts and gelled into the minds of the audience.
Brand Identity was the core subject of the session. She was also very keen in explaining various perspectives of brand identity (as a product, organization, person, and symbol), the various brand identity traps and brand identity planning model. Her romance with the FMCG sector was evident with her responses to questions that were popped out from all angles. She also spent time in sharing experiences as a Brand Manager, how much one has to travel and know places and the tradition to perform well in a country like India, where there are differences in tastes and perception from region to region. She also shared some insights with us such as:
“Be ready to unlearn everything you learn in a B-school, because the people out there, the hardcore retailers means business, and they will punch your ego”
“Getting a job is very easy, after a while maintaining the passion for it is the real task”
MARKETING CLUB salutes Ms.HARMEET KAUR for taking out time for us and wishes her the VERY BEST
Top 3 learnings:
·What values of a brand are to be picked up and what left behind, ultimately decides the brand re-invention, image and sales.
·Tracking competition, every fortnight, month, and year. Real, concrete data. That’s what matters for selling. At the end it’s pure business.
·In the end, it’s just a job. Make time for life and hobbies. That’s what saves and sustains you in the toughest part of job life – the first 5 years.
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