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Market Flash

Quick Buzz

Madhuri Dixit is the sixth Indian star to be memorialized in the Madame

Tussauds wax museum in London. She also becomes the brand ambassador for the new

entertainment channel, Life OK

BobWeston,64,theformerFleetwoodMacguitaristwasfounddeadathishomelastweekinLondon.ecauseofdeathhasbeenrecognizedasagastrointestinal

hemorrhage.WestonjoinedFleetwoodMacin1972asareplacementforDannyKirwan PriyadarshanreceivesawardforKanchivaramatSeventhAsianFilmFestival,2011 JanaGanaManaisthersteverIndianlmtobereleasedontheInternetsimultaneouslywithitsworldwidetheatricalrelease Zynga is marking an entrance into an entirely new game genre, HiddenChroniclescombinesmemory,skill,andsocialinteractions,makingitthemostsocialhiddenobjectgameavailable RILhasenteredthemediaandentertainmentsectorbymakingamajorshareintheRaghavBahl-controlledNetwork18Group

The decline of The enTerTainmenT indusTry

erecentEIhasnoticedamajordecline.MovieticketsaleshavesharplydroppedevenwithmagniednumbersfromIMAXand3Dmovies.enetworkviewershiphasalsodeclineddrastically.Eventhemusicindustryisaghostofitsformerself.Moremoneyisspentonbiggerprojects.Producingcreativecontentisinexpensiveascomparedto promotinga successfulmovie,showor performer.emajorreasonscouldbeattributedto theextensiveusageof internetandtechnology.Alsothebreakdowninfamilysystemshasgreatlyaectedonthebreadandbutter

onthisindustry.eentertainmentindustrydoesnotreallyknowwhataretheyalldoingnow,rathertheyarejustbuildingfurtherupontheirincompetencesothatwheneverythingcollapsesnooneisindividuallyblamed.

fuTure of ei in 2012

eexpectedadvertisementbudgetisexpectedtobebelow33000crsforthisyear.Howeverthereisdecline ingeneralbroadcastfeesand hence

andoveralldecline inpaymentsto hosts,artistsandperformers.erewillbeimpactonthesectorduetotherecentamendmenttotheCableTelevisionNetworks(regulation)Actof1995thatseekstototallydigitizethecablenetworkbyDecember2014.elmindustryisalsopromisingtoentertainaudiencewithvariedacceptablethememoviesandthiswouldresultinhigherrevenueinreturn.eyearwillalsoseearapidgrowthoftheprivateradionetworkinthecountry.egovernmentisexpectingtoauctionaround800newradiolicensesin2012.Henceyear2012promisestoentertaintheaudiencewithmorevariedoptionstogetdelighted.

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01 MARKET FLASHThe latest marketing news bits from around the world

02 LAUNCH PADThe new products in the market that you should watch out for.

03 PAGE 3Chill your eyes

04 BIG IDEASShort Stories of great people

05 NEW AVATARS OF TV

06 BUDDING VOICEReality TV

07 AD-REVIEWDissecting the Ad

08 MARKET ANALYSISKnowing specifc markets

09 MARKETING MANTRAS

10 MARKETING QUIZ

11 GUEST EDITOR

12 CORPORATE INTERFACE

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PAGE 3LAUNCH PAD

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BIG IDEAS

54

BRANDING WITH TECHNOLOGY

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AD-REVIEWBUDDING VOICE

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MARKET ANALYSIS

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MARKETING Mantras

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10

MARKETING QUIZ

11

GUEST EDITOR

QuesTions

1. Which Hollywood Movie has had the Highest opening day Gross ?

2. Which Hollywood actors movies have grossed the highest amount o money ?

3. Which Hollywood actress has most o her movies grossing over 100 million dollars ?

4. Tree flms brought home 11 Oscars, which was the frst one ?

5. Which Hollywood Comedy Movie Sequel generated the highest volume o money in thatsector ?

6. Who is known to be the frst Superstar o the Indian Film Industry ?

7. Who played the character o Veeru in the all time amous movie, Sholay ?

8. Indian Legend Lata Mangeshkar has sung majority number o songs in which language ?

9. Which Indian Song won an Oscar and the rights o which were later bought by the Indian

Congress Party or Central Election Campaign or 2009 polls ?

10. Name the Music Composer o the amous song Why Tis Kolaveri Di ?

ANSWERS

1.StarWarsEpsiode1made28.5milliondollarsgrossontheopeningday.2.HarisonFordtenmoviesgrossingover200millionintheUnitedStatesonly.3.JuliaRobertssevenofthem.4.BenHur5.HomeAloneSeries6.RajeshKhanna7.Dharmendra8.Marathi9.JaiHobyA.R.Rehman10.AnirudhRavichander

a salesman To an enTrePreneur

Formanyyoungmanagersgettingasecurejobwillbetheirnalgoal,butonlyafewmanagershaveanaimofcreatingjobs.Evenwhensomeonewantstobecomeanentrepreneurtheysettleforajobsaying

needtobeexperiencedtoknowthebusinessculture,environment,marketunderstandingandpeoplemanagementetc.Butaertheystartworking,andonseeinghowdiculttorunabusiness,managepeople andmoneya majorityof thesepeoplegiveup theirgoalof becomingan entrepreneur. Soexperienceinsteadofbuildingabilitycripplesanindividualsgoal.isisbecause,experienceteachesthemtoplaysafeandalsomakethemadoptawhateverworksattitude.Butincreasingexperienceshouldaidandencourageprofessionalstotakehigherrisksratherthemdrawingthemintoashell.Soitsimportanttochooseandcontinuetheattitudealongwithjob.Ibelieveonebeautifulwayofbecominganentrepreneuristostartasasalesexecutive.oughpeoplesayagoodentrepreneurisnotnecessarilybornagoodsalesman.Sinceentrepreneursfocusmoreoncreatingopportunitiesandbuildingproductsandservicesratherthanonsellingthem.Butifan

entrepreneurgainsacertainamountofsalesexperience,thereisahigherchanceofcreatingaproductthatiscommerciallysuccessful.Howcanthispathbesuccessful,becausebeingasalesexecutiveyougrowfromtheroottobecomeafruitfulindividual,andyouexperienceeverythingandanythingthatdealswithcreatingabrand.Asasalesmanyouareputinthelineofreandputthroughalotofhardshipssothatanyroadblocksfacedcanbedealtwitheciently.Asalesexecutiveistheonewhounderstandsthemarketanditsconditionsbetterthananyone;thisactuallyhelpshim explorea lotofcommercializedopportunitiesand alsoforeseefuturetrends.A

salesexecutiveisanactingintrapreneurfromthedayonesincetheydealwiththebasicsofabrand,understandingwhatworksandwhatdoesnot.eycomewithnewideastobringmoresales,build3600relationships,andalsomatchproductstothecustomerneeds.Indirectlyasalesexecutivealsosustainsthebalancesheet.eysustainrelationshipswithclientsand

distributors,makesbrandavailableeverywhereetc,whichhelpsgrowtheassetstothecompany.eyalsolterthroughcustomerswhodonotbringbusiness,takeslongercreditperiodsandonwhomcompanysexpensesarehigh,thusreducingthedebtandliabilityofthecompany.Insales,notonlydotheymanagetheirresponsibilities,theyalsomanageteams,helpthemachieveandoutgrowtheirtargets,functionmoreeectively,andalsoensurethatemployeesaretakencareof,thussatisfyingthefunctionsofanHRmanagertoo.IwouldliketoconcludesayingthatIamreadytostartasasalesexecutivetoeventuallyfulllmygoalofbeingonewhocreatesjobs.

Special thanks to Anish Xavier, for the support.

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CONTRIBUTIONS

Market Flash- ROHIT MITRA

Launch Pad- UDAY GUPTA

Page 3 SUSHANT BHASIN

Big Ideas- SHARNITHA

Branding with Technology PRATEEK SOTI

Budding Voice VRINDA A. RATHI

Ad-Review- SAHANA SINHA

Market Analysis CHITRAK

Quiz- DHAVAL

Marketing Mantras - LAKSHMI

Quotes- IBOPISHAK

Corporate Interface - EMMANUEL

EdITORIAl TEAm

Editor-In-Chief- Ibopishak Singh

Guest Editor- Badari Kumar Alapati

Editors-

Chitrak Banerjee,Dhaval Kamdar,

Emmanuel Francis J,

Lakshmi K,

Prateek Soti,

Rohit Mitra,

Sahana Sinha,

Sharnitha R,

Sushant Bhasin,

Uday Gupta,

Vrinda A. Rathi

Creative and Design Team -

Akanksha Tiwari, Sahana & Jubeesh Don Bosco

CORPORATE INTERFACE

markeTing cluB corPoraTe inTerface

Date: 06/01/2012

abt t p:

Name: m rv kb

Experience:

CurrentlyManagingDirector,EcselisatHavasDigital BusinessDirector&Head-COEatMediaContacts IndependentConsultantatSelfEmployed FounderPresidentatMumbaiToastmasters SolutionArchitectatPinstorm SeniorResearchExecutiveatIMRS ConsultantatSelfEmployed FounderatCareerWorld/APEdu.com

Education: BBM,BangaloreUniversity EMBA,S.P.JainInstituteofManagement&Research

Discussion: RaviKabratookusthroughhisjourneyandspokeabouthislearningsateverystageofhiscareerfrombeingthefounderatAPEdu.comtillhiscurrentjobatHavasDigital. Demandbasedpricingisthepricingthatisdeterminedbyhowmuchcustomersarewillingtopayforaproductorserviceandityieldshighprots. Customersperceivedierentlyindierentmarketsandtheyusuallydontmeanwhattheysayhenceweneedtoalwaysdivedeeptogettherightperspective. MediamarketingisallaboutInternetmarketingwithmajorityofthecompaniesallocatingalumpsumamountforInternetmarketingcomparedtoTelevision FriendsasBusinesspartnerscanbebothgoodandbad.Hencebeforegettingintosomepartnershipitisimportanttosettheexpectationsproper. PerformancebasedmediaistheanswertotodaysneedfordirectaccountabilityandcontrolofmediaROI,PBMoersmarketersarangeofvaluablebenetsandadvantagesversusothermediaandmarketing

strategies.

Takeaways: DontJustdoit,learn,understandandimprovise Networkingisnotholisticmakingaconnectisthekey Decideforyourself,atleastyouhavenooneelsetoblame Bethepilotandnotthepassenger ReducedistractionssuchasTV,phone,etc.

Audiences everywhere are tough. They dont have time to be bored or borrow

beaten by orthodox ,old fashioned advertising

- Craig Davis, J.W.T