we are grateful to the marketing area chair and our

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.


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.


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.


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.


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,


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


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


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.


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


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


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.


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


https://hbr.org/sponsored/2018/09/the-age-of-personalization

https://hbr.org/sponsored/2018/09/the-age-of-personalization

https://apnews.com/828aefab64d4411bac257a07c1af0ecb

https://apnews.com/828aefab64d4411bac257a07c1af0ecb

VOL 1 | ISSUE 2 20

Marketing Simplified MarkEye

VOL 1 | ISSUE 2 21

MarkEye Marketing Simplified

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.


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.


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.


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.


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).


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).


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.


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.


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

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