Contents

01 MARKET FLASH 05 Budding Voice

The latest marketing news Marketing Grows Younger
bits from around the world
06 product failures
02 LAUNCH PAD
The new products in the 07 MARKET ANALYSIS
market that you should Knowing specific markets
watch out for.
08 MARKETING MANTRAS
03 PAGE 3
Chill your eyes 09 MARKETING HUMOR

04 BIG IDEAS 10 QUIZ

Short stories of great people
11 cartoon scape

About Horizon- The Marketing

Club ...Where two thoughts meet
What you say in Advertising
HORIZON- The marketing club was start- is more important than how
ed by CUIM batch 2008-10. The major ob- you say it.
jective of the club is to carry out various
marketing related activities that can add
more value in the practical life of students. David Ogilvy
The faculty incharge of the club is Prof.
Kshetragna.CN

SeniorTeam
Editor-in-Chief Prasanna. K.S Change is the law of life.
And those who look only to
Managing Editor Priyanka Singh the past or present are cer-
tain to miss the future
Senior Editors Arijit Majumder,
C.Thileeban, John F.Kenndy
Kinshoo Shah,
Shaoni Banerjee,
Divya Uthup,
Jerrin Johnson,
Liji George Today you have to run faster
to stay in the same place
Creative Head Shailesh Kr Jha

Philip Kotler

COCA-COLAS BURN EYES NIGHT- Car market leader Maruti Suzuki
CLUB-GOERS is all set to rewrite history as it at-
tempts an entry in to the Guinness
Book of World Records. As part of
the Maruti Swift s ifth anniversary
celebrations, the company is plan-
ning to bring together the larg-
est congregation of Swift cars for
a series of car parades across the
country The company is inviting
Swift owners to congregate simul-
taneously at locations in Gurgaon,
Mumbai and Chennai, with a target
of 500 Swifts in each location. The
company is aiming to break the ex-
isting record held by Japanese au-
tomaker Mazda which had brought
in 249 cars of a single brand. Swift
Coca-Cola India is set to focus its is the only car in the A2 segment
marketing activities for its energy to register one lakh unit sales con-
drink Burn in popular watering secutively for two years In last ive
holes across Mumbai, Delhi and years, more than 4.5 lakh Swift
Bangalore. The energy drink brand cars have been sold in India As of
was launched last year despite the today Maruti Suzuki manufactures
energy drinks market in India be- over 1 Swift cars in a month
ing relatively nascent. The com- including the diesel versions
pany had outlined two phases for
Burns launch. Phase One was ex- PANTALOON INKS FOOTWEAR
clusivity, wherein they reached out DEAL WITH C&J CLARK
to target customers in clubs across
the three cities via on-ground ac-
tivities. In Phase Two they reached
out to fashion schools and asked
the students there to design clothes
for the brand. The company is plan-
ning to keep its marketing activi-
ties focused on nightclubs. As part
of the strategy, Coca-Cola has tied
up with internationally renowned
DJ Sasha and will be sponsoring Kishore Biyani-promoted Pan-
the DJs three-city tour. The en- taloon Retail has entered in to a
ergy drinks market size in India joint venture with UK based
is Rs 200 crore and the market is footwear major C J Clark Interna-
expected to grow by 54 per cent in tional for single brand retail and
two years. wholesale trading in India Under
the agreement, the two partners
MARUTI ATTEMPTS TO SET will form a separate, and as yet un-
NEW RECORD; TO PARADE 500 named, JV company for carrying
SWIFTS AT 3 LOCATIONS out their activities With this joint
venture the company has taken a
strategic business decision to en-
large its business activities and
have a better footprint in retail as
well as wholesale of branded foot-
wear and allied products in the
country. The JV Company will un-
dertake single-brand retailing of
Clarks brand products.
UNINORS INSTANT DISCOUNT
PLAN SET TO INTENSIFY TARIFF
WAR
Intensifying the tari war in the
mobile segment Uninor has in-
troduced a scheme that gives dis-
counts to customers as they con-
PA G E - 1
Market Flash
clude a call, depending on the time
and location. Discounts range from
five per cent to 60 per cent, mean-
ing that a one-minute call could
cost as low as 20 paisa and never
more than 50 paisa. The discount
visible on the screen at the time a
customer calls will be the applica-
ble discount for the call. When the
call ends, a flash will appear on
the phone screen indicating the
actual discounted cost of the call.
The company uses the Discount
Engine to calculate the discounts,
calculating the traffic and capaci-
ties available at that moment in a
given location. The dynamic pric-
ing scheme would initially be of-
fered in Andhra Pradesh, Tamil
Nadu and Karnataka circles. The
scheme would be available for
pre-paid customers for now.
INDIGO LAUNCHES NEW TV
COMMERCIAL
IndiGo unveiled its first TV com-
mercial for the year on May 17.
The advertisement emphasizes
the On-Time Performance policy
of the company, besides giving a
peek into what happens behind
the closed doors of the low cost
airline. For IndiGo, a Low cost
and low fare doesnt mean low
quality. On-Time performance is
core to their business and is one
of the three values that IndiGo
stands for.With the introduction
of step-less stairs and Q-busters,
IndiGo today is the only Indian
airline with a boarding ramp. The
former makes it easier for passen-
gers to board, and the latter helps
in providing the boarding pass to
passengers anywhere within the
airport premises.
 PA G E - 2

Launch Pad

AN EXCELLENT E5 COMPUTING FOR

The smart phone cat- GEN-Y
egory in India is heat- This new multi function
ing up by the day and monitor (MFM) from
the Finnish giant Nokia Samsung is an extension
is eyeing every devel- to its range of LCDs. The
opment in the segment P2370MS MFM monitor
very closely. With E5 comes with a full HD res-
being the latest offering olution and multi function connectivity option. Besides
from the company, the the fabulous design of the product, the eco- friendly
handset comes with a technology that boasts of not utilizing paint spray for
QWERTY keyboard and gloss is the added attraction from the companys door.
a 5 megapixel LED flash Technical Specifications: Samsung MFM
camera with a one click access to SMS, MMS, e-mail etc Contrast ratio of 1
Technical Specifications: Nokia E5 ms response time
115 mm x 58.9 mm x 12.8 mm Price Rs 1
Up to 250 MB internal memory
Price: Rs.10,634 DUST, FLAME AND HARLEY

THE NEW LUXURIOUS RIDE Harley Davidson, the icon

of pride and sturdiness
has bought a new exten-
sion as lighters. From
classic high polish chrome
to the bright ones these
o erings perfectly blend
the look and feel of these
two American icons. This
launch comes just before
the Indian consumers get
can get their hands on
BMW has been associated with panache since ages these mean machines.
and the new BMW 5 Series elevates it to the next level.
The luxury sedan is equipped with a long engine com-
partment lid, short overhangs and a coupe like flow-
ing roof line for the ultimate driving pleasure. Apart Technical Specifications: Zippo Lighter
from its sharp features it also boasts of the worlds first Wind proof lame
straight six petrol engine with twin power turbo along Price Rs onwards
with a high precision injection. One perfect fit in the
upper mid range segment.
Technical Specifications: BMW 5 Series
Straight six petrol engine with twin power tur-
bo
High precision injection
Price: Rs.38,90,000 Rs.58,00,000
 PA G E - 3

Page 3

Kate Hudson Named Almay Global Brand in jeans & shirt with a symbol of simple elegance on his
Ambassador wrist-the OMEGA Seamaster Planet Ocean Co-Axial in
Considered one of the most stainless steel with a black dial. The copy is limited to
beautiful actresses in the GEORGE CLOONEYS CHOICE
world, Kate Hudson has
landed a new job with cos- IIFA Charity-Man Salman!
metics giant Revlon. As per Bollywood star Salman Khan will
WWD reports, the Fools be the brand ambassador of the
Gold hottie will be repre- IIFA Charity Initiative, which in-
senting the brands Almay cludes housing, literacy and reha-
makeup brand as a global bilitation measures for the people
ambassador. The new gig in the Northern and Eastern re-
finds Kate teaming up with gions of Sri Lanka. The initiative
Almay spokeswoman Elaine is part of IIFA weekend being held
Irwin Mellencamp, while Tinsel town beauties such as in Colombo from June 3 to 5.
Jessica Biel, Halle Berry, Jessica Alba and Elle Macpher-
son are all among the Revlon family. Atul Kasbekar named brand ambassador of
Xylo
Ballantines Graeme Mc Dowell is the glob Ace photographer Atul
al brand ambassador! Kasbekar has been roped
Ballantines is delighted to an- in as the face of the new
nounce that 2008 Ballantines TV commercial of Mahin-
Championship winner Graeme dra & Mahindras Xylo car.
McDowell has been appointed Called Happy Legs, the 40-
as a Global Brand Ambassador. second ad has been shot in
McDowell has a well established Goa and aims to showcase
relationship with Ballantines, Xylos proposition of style,
following his involvement in the space and comfort, in keep-
Ballantines Championship in ing with its theme of Time
2008 and 2009. On winning the of Your Life. Made by Ma-
inaugural tournament in 2008, McDowell was invited hindras creative agency Interface Communications, the
to create a limited edition blend with Master Blender commercial has been directed by Paris-based director
Sandy Hyslop, which was later auctioned for $11,000, Jonathan Lennard.
with all proceeds going to charity.

Its probably easier if youre George Cloo

ney!!
If its George Clooney, Whatev-
er he wears is, at that moment,
the very definition of fashion
and cool. Omega has created
an ad featuring a photograph
of Clooney taken by Norman
Jean Roy. The actor is dressed

INDIAN TELECOM MOGUL
Chairman and Managing Director of Bharti Group,
Indias largest GSM-based mobile phone service pro-
vider; IT Man of the Year Award 2002 from Dataquest
and CEO Of the Year, 2002 Award from World HRD
Congress. Yes, we are talking about the one and only
Sunil Mittal. Sunil Mittal can be called as originator of
cellular phone revolution in India. He is the founder,
Chairman and Managing Director of Bharti Group and
runs Indias largest GSM-based mobile phone service
Airtel.. Mittal founded Bharti Cellular Limited (BCL) to offer
Sunil Bharti Mittals father was a Member of Parlia-
ment. Sunil did not follow his fathers footsteps. After
graduating from Punjab University in 1970s, he set
up a small bicycle business in Ludhiana in partner-
ship with his friend. By 1979, Sunil Mittal realized
that his ambitions could not be fulfilled in Ludhiana,
so he moved out to Mumbai from Ludhiana.
He spent a few years in Mumbai and in 1982; Sunil
Mittal started a full-fledged business selling porta-
ble generators imported from Japan. This gave him
a chance to acquaint himself with the nitty-grittys
of marketing and advertising. His business was run-
ning smoothly but later on the government banned
the import of generators as two Indian companies
were awarded licenses to manufacture generators lo-
cally... HRD Congress).
In 1986, Sunil Bharti Mittal incorporated Bharti Tele-
com Limited (BTL) and entered into a technical tie up
with Siemens AG of Germany for manufacture of elec-
PA G E - 4
Big Ideas
tronic push button phones. Gradually he expanded his
business and by early 1990s, Sunil Mittal was making
fax machines, cordless phones and other telecom gear.
.
In 1992, when the Indian government was awarding
licenses for mobile phone services for the first time,
Sunil Mittal clinched Delhi cellular license in collabora-
tion with French telecom group Vivendi. In 1995, Sunil
cellular services under the brand name AirTel. Soon,
Bharti became the first telecom company to cross the
2-million mobile subscriber mark. Bharti Cellular Lim-
ited also rolled out Indias first private national as well
as international long-distance service under the brand
name IndiaOne. In 2001, BCL entered into a joint
venture with Singapore Telecom International for a
$650-million submarine cable project, Indias first
ever undersea cable link connecting India and Singa-
pore..
Today, Sunil Mittal runs a successful empire with a
market capitalization of approximately $ 2 billion and
employing over 5,000 people. He has been honoured
with several awards. Sunil Bharti Mittal was chosen as
one of the top entrepreneurs in the world for the year
2000 and amongst Stars of Asia, by Business Week.
He also received IT Man of the Year Award 2002 from
Dataquest and CEO Of the Year, 2002 Award (World
 PA G E - 5

Budding Voice
Merchandising- The New Age
Revenue Machine - Priyanka Singh

Merchandising is actually using displays and stocking

shelves to make products available to the customers.
But today it is much more than that; there is another
meaning to merchandising altogether.

It is also the use of brand or image of one product or

service to sell another unrelated product or service.
This is one of the important aspects of the whole li-
censing business in the commercial world. Some of the
giant names (companies) license their trademarks, lo-
gos, images and brand names to others, who hope to do
better in markets availing the license

In the recent times we have witnessed many such li-

censes. And somehow this is visible to a large extent
especially in the symbiotic relationship that toy companies and the movie makers have developed.

Twentieth century fox gave license to Mattel Inc., worlds leading toys manufacturer to design toys for the character
of James Cameron in Avatar, the 3D flick that created waves in the world. Whereas, Mattel Inc., sold its license to
Allan corporation to use its brand (Barbie) to manufacture the Barbie shampoo( already introduced in India now)
on the 50th anniversary of the Barbie dolls, the most fashionable and admired dolls worldwide.

In India the best example is Arvind mills that has license of brands like Arrow, Wrangler, and Lee in India and inter-
nationally to make denims etc and sell them at huge profits..

Now can you see why I called this article as merchandising- the new age revenue machine? Of course licensing is
off late filling the kitty of both the licensor and licensee with stupendous profits. Licensing is actually a win-win
situation for all in this sense. The customer gets wide range in terms of products at better pricing, the company
that issues the license earns more and more visibility and the company that holds the license earns with the brand
name et. al. of the more popular company.

After all, what is the main motive behind marketing? It is Profits and stakeholders satisfaction.
 PA G E - 6

GLOBAL FOCUS Product Failures

- Prasanna.K.S

Following are the Product launches in US over the 4. SONY BETAMAX

last 100 years which failed to succeed in the Market
place and missed consumers heart by a whisker

1. COCAINE ENERGY DRINK

Launched in 2006, Cocaine is a highly caffeinated

energy drink that contains thrice the caffeine com-
pared to another popular energy drink Red Bull.
However the drink had to pull out of US in 2007 af-
ter FDA declared that its producer Redux Beverages Launched in 1975 Sony Betamax was intended to be
was illegally marketing its drink as an alternative to the lone VHS system. But by early 1977 four other
street drugs. Though online, Cocaine is still available companies were selling VHS machines. Meanwhile
in some parts of Europe. Despite the controversy, Sony chose not to license Betamax technology. As
Redux does not plan to cease production anytime the two formats had become incompatible consum-
soon. ers lost interest in it. Sony had to finally give up on
the Beta format in 1988.
2. FORD EDSEL
The fact that Edsel is 5. COLGATE KITCHEN ENTREES
called The Titanic of This was one of the
Automobiles speaks most bizarre brand ex-
volumes about its tensions ever. In 2005
past. The car was when Colgate decided
launched with much to use its name on a
hype in 1957 and range of food prod-
showrooms were packed with curious consumers. ucts called Colgates
But bad design, confused technology and enormous Kitchen Entrees, con-
size forced Ford to take it off road in no time. sumers could not re-
ally welcome them. It
3. READY-TO-DRINK COFFEE remained them of the
The way Maxwell House launched its toothpaste. Needless
ready-to-drink coffee in 1990 sound- to say, it was taken off
ed appealing enough. Just one prob- shelves soon!
lem the coffee could not be heated
in its original container. And thats
where it fell flat. And why not? If you
can pour the ready-to-drink coffee in
to a mug and heat it you can certainly
pour yourself a mug of coffee from a
coffee maker too
 PA G E - 7

Market Analysis
WORLDS TOP 10 AIRLINES - Prasanna.K.S

1. CATHAY PACIFIC
One from Asia, this Hong Kong based company repeatedly fares high in
customer satisfaction, number of passengers carried and cargo handled.
Sure, they have survived the depression scare quite brilliantly too. It is
one among six airlines worldwide to carry Skytrax s prestigious ive star
rating.

2. SINGAPORE AIRLINES
Singapore may be a tiny country in Asia. However, the airline
of that country is repeatedly at the top of the world. Last year
it snatched the overall Airline of the year title for the quality of
both its economy and premium class services. In fact, majority of
the passengers are from outside that country. The number of pas-
sengers far exceeds the total population of that country.

3. ASIANA AIRLINES
This South Korea airline has 1 daily lights in Asia Europe North
America and Oceania. It covers four continents and has a great network
in Asian region.

4. QATAR AIRWAYS
This Doha based airline serves 80 international destinations in
Asia Africa Europe North America and Australia It has drawn
plenty of attention for its international service. Passengers have
comfortable travel experiences.

5. EMIRATES
Consistently cited as one of the worlds best
airlines Emirates is the largest Middle Eastern
airline and a subsidiary of The Emirates Group
of United Arab Emirates this Dubai based air-
line has 91 destinations in 55 countries. Their
planes ly to Los Angeles New Delhi Singa-
pore, etc.

6. QANTAS
This Australian based airline company scores
it high with passengers Noted as the safest
airline in the world, this one repeatedly gives
world class travel experience for its passen-
gers. Its budget carrier is known as Jetstar and
is one of the worlds best low cost airlines.
 PA G E - 8

Contd..

7. ETIHAD AIRWAYS
Established in 2003, Etihad Airways is the
flag carrier airline of Abu Dhabi, United
Arab Emirates, with flights to about 50
destinations. Etihad has its head office in
Khalifa city, Abu Dhabi

8. AIR NEW ZEALAND

The national airline of New Zealand serves 26 destinations in 14 countries in
Asia, Europe, North America and the Oceania region. It ranks among the top 10
for its services. Currently it is the only airline to circumnavigate the world. Air
New Zealand is a member of the Star Alliance global airline alliance

9. MALAYSIAN AIRLINES
This Kuala Lumpur based airline com-
pany has some meticulously main-
tained planes, covering Asia, Middle
East, Europe, Australasia, and to Los
Angeles. It receives a five-star rating
along with Asiana, Cathay Pacific, Qa-
tar Airways, Singapore Airlines and
Kingfisher Airlines from Skytrax.

10. THAI AIRWAYS

The non-stop 18 hours flight from
Bangkok to Los Angeles, the Most
Hygienic In-Cabin Environment
program, etc are some of the high-
lights of this Thailand based air-
line company. It ranks high for its
service.
 PA G E - 9

Marketing Mantras
- Prasanna.K.S

Classified Advertising: Print advertising that is limited to certain classes of goods and services, and usually lim-
ited in size and content.

Day-After Recall Test: A research method that tests consumers memories the day after they have seen an ad, to
assess the ads effectiveness.

Loss Leader: A retail item advertised at an invitingly low price in order to attract customers for the purchase of
other, more profitable merchandise.

Motivation Research: Research used to investigate the psychological reasons why individuals buy specific types
of merchandise, or why they respond to specific advertising appeals, to determine the base of brand choices and
product preferences.

Parity Products: Product categories where the several brands within that category possess functionally equivalent
attributes, making one brand a satisfactory substitute for most other brands in that category.

Marketing Humor
- Arijit Majumder

Grandmas Ham
One day, shortly after Riya and Rajiv got married; Rajiv came into the kitchen to find his new bride preparing a
ham to go in the oven. Riya took the ham and cut off both ends and then put it in the baking pan. Why did you do
that? asked her surprised husband.

Thats the way Mom taught me to do it, she replied. But since she didnt really know why she was supposed to
be doing it, they decided to ask her mom the next time they
saw her. When they asked Mom why she told Riya to cut off both ends of the ham before baking it, her mother
replied, Thats the way Grandma taught me to do it. Since no one knew exactly why they were supposed to do
this, they decided to ask Grandma.

Grandma, you taught Mom and Mom taught me to cut off both ends of the ham before baking it. Why do you do
it that way? Riya asked.

To fit the pan, replied Grandma.

Morale: Dont get caught up in always doing things as they have always been done!
 PA G E - 1 0

Quiz

1. He discovered once that his dues hadnt been fully paid, so he landed up for shooting with make-up
on only one side of his face. When the director questioned him, he replied Aadha paisa to aadha make-
up. Once he bit the hand of a producer with his teeth because the latter did not read the sign at the front
door which said Beware of _____. But this eccentric man is known for his accomplishments in cinema.
Who is he?

2. Three of Xs films are on American Film Institutes funniest American films. He was born in
Brooklyn and won 3 consecutive Emmy in the late 90s. X is known for his parodies and film farces. Iden-
tify.

3. X was founded in 1906 and supplied almost half of the jet engines used by Allies in World War
I. X was nationalized in 1971 but was again privatized in 1987. The companys automotive division was
separated from its aircraft engine division in 1973. Identify X

4. X idea was floated on a drawing made on a paper napkin by one of the co-founders to show the
concept to the other. The companys legal battle with incumbents in its field at the time of Xs launch in
1969 was turned in a childrens book titled Gumwrappers and Goggles. Identify X

5. It was the first animal enzyme to be discovered. It was discovered by Theodor Schwann in 1836
and one of the first to be crystallised. The name was derived from a Greek word for digestion. Name the
world famous brand named after the enzyme

6. X, a BA in economics and mathematics from Harvard, worked as assistant manager at P&G, where
he shared an office with Jeffrey Immelt, the current CEEO of General Electric. X dropped out of Stanford
to join his present company and is currently the CEO of the same. Name Xs company

7. Connect Hino Motors, Scion, Daihatsu, Highlander and Tundra to a giant umbrella company

7. Toyota
6. Microsoft
5. Pepsi
4. South-West Airlines
3. Rolls Royce
2. Mel brooks
1. Kishore Kumar

ANSWERS:
 PA G E - 1 1

Cartoon Scape

Contributions
Launch Pad- KINSHOO SHAH
Page 3- SHAONI BANERJEE
BIG IDEAS- Jerrin Johnson
Quiz - C. THILEEBAN, ARIJIT Majumder
Quotes- PRASANNA.K.S
Cartoon Scape- Source: Internet