Publicité Journal 2015-2016

PUBLICIT
JOURNAL OF THE
DEPARTMENT OF COMMERCE
(MARKETING MANAGEMENT)
VOLUME VI
2015-2016
M.O.P. VAISHNAV COLLEGE FOR WOMEN

(AUTONOMOUS)
CHENNAI- 600 034
PUBLICIT 2015-2016 VOL VI

Editorial Board
Chief Editor Dr. Lalitha Balakrishnan
Faculty Editors Ms. Kiran Varma

Ms. Nisha Udayshankar
Dr. Hemalatha M
Ms. Nisha Mohan
Student Editor Ms. Mitali Chordia
Student Sub-editor Ms. Abirammi Manivannan
Cover Page Concept Ms. Sunaina Grover

Ms. Sri Ranjani V
Editorial Office
DEPARTMENT OF COMMERCE (MARKETING MANAGEMENT)
M.O.P VAISHNAV COLLEGE FOR WOMEN (AUTONOMOUS)

#20 IV LANE, NUNGAMBAKKAM HIGH ROAD, CHENNAI 600 034
Tel (044) 28330262, 28330677
Telefax (044) 28330385
Email ID: kotlerzklan15@gmail.com
Website: www.mopvc.edu.in

From the Editors Desk
We have entered into an entirely new era, an age of
increasingly frequent and intense periods of turbulence
in the global economy. Today's crises have precipitated a
need for businesses to develop a new mindset, one that
takes into account intermittent periods of disturbance,
allowing them to thrive while under the constant threat
of chaos.
Also with social and digital media ruling, what is essential for businesses to survive is
a whole new approach to marketing.
Major business challenges and opportunities faced by organisations are why
traditional marketing will become less effective, why you must re-invent your
marketing strategies, why marketing needs to be managed as your growth engine and
how to involve your customers in co-creation.
It is therefore important for organisations to search for powerful new ideas and
innovate to be successful marketeers in the future.
Dr. Lalitha Balakrishnan
Principal, M.O.P Vaishnav College for Women

A NOTE FROM THE STUDENT EDITORS
Next to doing things that deserve to be written, nothing gets more credit or gives more
pleasure than to write things that deserve to be read.
-Philip Stanhope, 4th Earl of Chesterfield
It gives us great pleasure to present to you the sixth edition of the journal of the
Department of Commerce (Marketing Management). From its inception, Publicit has
been a platform for students to portray their academic and creative talents. Engaging
themes underlying every issue have served as a means of channelling thought and
research, encouraging budding marketers to further their capabilities and read beyond
the textbook. This year is even more special as it marks the decennial celebration of
our department. In keeping with the theme, The Future of Marketing: 10 Years Down the
Line, we have lined up for you a plethora of stellar articles, case studies, opinions and
puzzles.
This journey would not have been possible without the support of our college
management, principal, vice principal, faculty, sponsors, students and well wishers.
Each page of this journal carries a piece of the authors soul and we hope that you
enjoy reading it as much as we enjoyed compiling it.
Warm Regards,
Mitali Chordia Abirami Manivannan
Student Chief Editor Student Sub-editor

TABLE OF CONTENTS
S.No. TOPIC PAGE NO.
1 Starting A Revolution in 140 Characters or Less 1
2 Food And Health Marketing: An Evolving Industry 3
3 Back To Square One 5
4 Philips: Bringing Light To Our Lives 8
5 Insurance: A Nascent Industry 9
6 Heart Or Mind: The Dilemma Behind Relationship Marketing 13
7 Entrepreneurial Marketing 15
8 The Atomisation Era: Making Life Interesting Lazy 16
9 Content Marketing: Paving The Future 18
10 Marketing Through The Ages 20
11 On Health And Wellness 23
12 Emerging Trends In Marketing 24
13 A Look Into The Automobile Industry 25
14 Reinventing Brand Image 26

S.No. TOPIC PAGE NO.
15 Advertisements: Then And Now 27
16 Marketing To A Business 29
17 Banking and Finance: Trends Reshaping the Industry 31
18 Why The World Is Flocking To Instagram 34
Yoga And The World

19 35
Marketing in 2020
20 37
Future of Logistics in India

21 38
Atithi Devo Bhava

22 39
Voice Your Views: Social Media

23 42
Puzzles
24 47
The People Who Made This Possible

25 i

STARTING A REVOLUTION IN 140 CHARACTERS OR
LESS: THE ERA OF HASHTAG ACTIVISM
The last few years have seen the emergence of social media platforms as one of the
widest and most preferred mediums of marketing, with people all across the globe
connecting and identifying with brands and companies. The hashtag feature,
especially, serves the purpose of a data log and allows one to instantly connect with
other social media participants collectively displaying dozens of opinions or
statements, and resonating across platforms till theres an upswing in its usage,
causing it to go viral. The reason for its success lies in its simplicity it is unique,
easily accessible and, anyone can contribute from anywhere on the globe.
While this has undoubtedly changed the way commercial entities choose to market
their products and services, it has also influenced the shaping of global revolutions.
Here are five instances in which hashtags acted as catalysts for social change
movements.
#BlackLivesMatter
After the brutal police killings of coloured men in the United States of America, the
African-American community took a stand, causing #BlackLivesMatter to be
trending for days at a stretch. The hashtag has now been remodelled into a
movement of its own, and is constantly compared to the Black Liberation
Movement of the past.
#JeSuisCharlie
Translating to I Am Charlie, the hashtag was widely adopted by journalists after the
Charlie Hebdo shootings in an attempt to secure their right of self-expression,
PUBLICIT 2015-2016 1 VOL VI

without dire consequences. A town square in France is now named JeSuisCharlie.
#YesAllWomen
Trending in May 2014, the hashtag sparked conversations and encouraged women
to speak up against acts of misogyny and sexism they've faced in their everyday
lives. It has been re-tweeted approximately 1.2 million times.
#OccupyWallStreet
One of the most commonly used examples when it comes to the impact of social
media on real time changes, the movement garnered and organised thousands of
protesters in New York City all of whom were entirely mobilised by building
networks on social media platforms.
#BringBackOurGirls
When more than 300 girls in Nigeria were kidnapped, the world responded with
outrage, with people all over the world tweeting their anger. The hashtag soon went
viral, and continued to do the rounds when celebrities such as Michelle Obama and
Malala Yousafzai too lent their voices to the cause. The hashtag was also officially
used by the campaigns of UNICEF and Amnesty International.
HARSHITHA MURALI
II BCOM (MM)
1413115
References: www.mantlethought.org/other/how-hashtag-activism-advances-future-global-movements
Did you know?

Tweets with hashtags get twice as many engagements as tweets
without!

FOOD AND HEALTH MARKETING: AN EVOLVING
INDUSTRY
Awareness of the need to maintain the dietary composition keeping their
health is on the up among all sections of health in mind. The demand for organic
society today. The large middle class fruits, vegetables and whole-grains has
society of India, especially, are becoming never before been this high.
increasingly conscious of the need for
exercise and good food as a means to
stay fit. As a result, the food industry is

Eating has evolved right along with
having to rethink and re-evaluate its society, and consumer brands and
strategy to cater to the demand for retailers must consider the dynamics,
wholesome health foods. demands and preferences of todays
modern family to deliver successful food
With more and more women working, and meal solutions.
cooking at home has become an arduous -Colin Stewart, SVP- Acosta

task. Rather than eating out, people are
opting for easy-to-make or heat-and-eat

Let us take the case of retailers and discuss
foods. At the same time people have also
some of the strategies they could adopt in
started reading the ingredient labels and
order to improve sales of health foods.
1. Retailers should be aware of the four Ps of marketing-

Product: They should know about the quality, variety, composition and nutritional value of
the product.
Price: Should track whether offers or discounts will assist with the sale of a product.
Special sales, discounts, differential pricing etc may be implemented accordingly.
Promotion: Promotional strategies like nutritional education programs or cookery
demonstrations may be held.
Placement: Placement of the product has a large impact on consumers. Healthy foods can
be placed at eye level or in prime locations.

2. Co-ordination with academic institutes, non profit organisations and public health
organisations to educate consumers on choice of healthy foods can be done.
3. Incentive programs may be developed.
4. Locally grown foods may be marketed thereby increasing local food economies also.
From an Indian perspective, we have a long way to go as far as marketing is concerned. Our
whole grain foods are wholesome and healthy but need to be marketed extensively. In the
meanwhile, MNCs are ruling the market.
SHRUTHI KANNATHAL R.
I BCOM (MM)
1513156
With Best Compliments From

BACK TO SQUARE ONE: THE RISE OF A SHARING
ECONOMY
Sharing is to ownership what the iPod is to the 8-track, what solar power is to the coal mine.
-Mark Levine, The New York Times
The key element of society is its undoubtedly social nature. Humans inherently love
to socialise. This stems from our primal desire to help each other live happy lives.
Many biologists have conducted studies to prove that this helpful nature is innately
present among all of us. The purpose of this article is to highlight the role that
helpfulness and indeed sharing plays in the marketplace. What started off as a barter
system involving the necessary element of coinciding wants was solved by a
monetary system that facilitated easy exchange and convertibility. Yet, the marketer
maintained his priorities- to give the consumer something of value. While, in the barter
system, both parties had to be equally efficient in promoting their trade, the creation
of money quickly shifted the need for marketing onto the seller. Yes, for some time it
looked like the consumers were stuck in a captive market, but this period was short
lived.
Evolution of technology and better working practices had created a glut where supply
far exceeded demand. Now, marketers had to create this demand from somewhere.
They learnt to aggressively market their product, but when this too yielded an
insufficient result, they moved on to moulding the product to the consumer.
Innovation came about. Wherever you looked, you saw new products, new services.
The consumer was spoilt for choice!
Again, novel promotion and techniques meant to bait the buyer proved utilitarian.
Over time, disruptive products such as the iPod, smartphones and ultrasound

changed the face of their industries by creating a market for themselves. To this day,
disruptive innovation is among the key aims of many organisations.
In all of these situations, except perhaps the one about bartering, the ball was shifted
from the producer to the consumer. But these days, we are seeing the ball move from
the hands of one consumer to another in what could simply be called sharing.
We are in the midst of a sharing economy. All of us might remember sharing at some
point in our lives. Whether it was those Pokmon cards we traded as children, or that
movie we lent to a friend or even those textbooks we have swapped with students
from other departments. This, in essence, is what a sharing economy entails.
Globalisation and information technology have facilitated the sharing of information
and resources with our peers. This has paved the way for collaborative consumption-
a class of economic arrangements in which participants share access to products and
services, rather than having individual ownership.
Collaborative Consumption is in stark contrast from the standard model of a
consumerist society which has ownership at its heart. In todays hyper-connected
world, an abundance of assets along with the relative affordability of almost anything,
online consumer portals and close-knit social media have all coupled in the aftermath
of the global recession of 2008 to ensure that collaborative consumption flourishes.
In this model, owners rent out something they are not using, such as a car, house or
bicycle to a stranger using these peer-to-peer services. The companies typically have
an eBay-style rating or review system so that people on both sides of the transaction
can trust each other. With the popularity of these services, many people wouldnt feel
the need to buy when they can rent from others. A classic example of the disruptive
nature of collaborative consumption is seen in the automobile industry. The average
car costs Rs. 23,000 a month to run. Yet, that car sits idle for 23 hours a day. It is clear

then, that the cost of owning a car tends to outweigh its benefits. This is the mindset
that has led many to adopt the use of ride-sharing companies such as Uber and Ola. In
a large country like ours where parking and fuel prices are a huge issue, the erstwhile
prestige associated with owning ones own vehicle is beginning to dwindle. As a
result, many families have either sold their second car or not bought one choosing to
favour organised cab services such as these.
An example closer to home would be that of iRentShare, a community-based
marketplace that allows one to rent/share things like cameras, computers, tablets and
travelling gear, among others, by combining the concept of sharing with renting. So
far, the portal has witnessed over 500 sign-ups and up to 150 unique visitors per day
with a monthly transaction volume of about 20-25 (July 2013).
These services have grown at such a rate that PriceWaterhouseCoopers estimates the
global sharing economy to be worth $15 billion today, a figure that is projected to hit
$335 billion by 2025. But the question of its full-fledged adoption in India remains a
mystery. The fact remains that collaborative consumption- especially in India- is still
in its infancy. While it is catching on in the West, like most other models, it needs to be
modified to fit the Indian business landscape. However, this is a system that has the
power to disrupt outdated modes of business, help us jump over wasteful forms of
hyper-consumption and teach us to make the fullest use of what we have.
Thus, we as a species have come a full circle. From bartering to using an intermediary
and back again. Such is the way of the world.

MITALI CHORDIA
III BCOM (MM)
1313138
References: Rachel Botsman: The case for collaborative consumption
www.financialexpress.com/article/personal-finance/hand-in-hand-sharing-economy/56123/
articles.economictimes.indiatimes.com/2015-07-31/news/65074200_1_car-ownership-uber-and-ola-
app-based-cab-services

PHILIPS: BRINGING LIGHT TO OUR LIVES
What is the most pressing problem in a No other company compares with it. It
power-deprived nation such as ours? has positioned itself so well in its
Each of us has fallen prey to power consumer's mind and has reached a
failure at some point or the other. Power stage of maturity where a customer
failure affects not just our mood, but our equates quality with Philips.
electronic gadgets as well. It is very
important to protect them from Its innovations have helped Philips to
breakage. survive in a competitive and ever
changing market. Its tagline- Innovation
One of the leading manufacturers of and you- stands testimony to the
electronic products is Philips. We all are companys mission of staying a market
familiar with Philips as a lighting and leader in the long-run. As long as its
electronics company. But in fact, there technology develops with changing
are 3 main divisions: Philips Consumer times, Philips has a great future.
Lifestyle, Philips Health Care and Philips
Lighting. It has a range of products that Its tagline is apt since it hints at the
cater to a variety of users and pockets. companys nature of creating new and
Their products include small domestic unexpected products that ease the
appliances, beauty appliances, health lifestyle of its consumers. Ten years from
care products, lighting products and so now, Philips will probably still be a
many others. company leading the electronics and
lighting segment. It is certain to continue
The name Philips is at the top of our to create new products that amaze a
minds when we think about changing a buyer and make life easier.
tube light that has gone out or when

S HARINI
constructing a new house. Many equate
III BCOM (MM)
Philips with exclusivity and uniqueness. 1313120

INSURANCE: A NASCENT INDUSTRY
Following are some excerpts from a conversation between Meena, and her sister
Teena.
Meena: Hi Teena! I have to deliver a speech on the topic the future of insurance industry.
So, I just want to you to help me analyse the futuristic scope and developments of this
industry.
Teena: Sure! Let me start by asking you, what is insurance?
Meena: Insurance is an arrangement by which a company promises to compensate
for specific potential future losses in exchange for a periodic payment. Am I right?
Teena: Yes! Agreeing to the terms of an insurance policy creates a contract between the
insured and the insurer. In exchange for payments from the insured (called
premiums), the insurer agrees to pay the policy holder a sum of money upon the
occurrence of a specific event.
Meena: What is the scenario of insurance industry in India like?
Teena: In India, insurance is a recent development that has faced its share of ups and
downs in an emerging market. Since its inception in 2001, it underwent two cycles: the
first decade witnessed a high compound annual growth rate (CAGR), but the second
cycle was a flat and sluggish period.
Indias insurance industry comprises 24 life insurers and 28 non life insurers. LIC is
the sole public sector life insurer, while there are 6 public sector insurers in general
insurance stream. Some of the other private big-shots in insurance industry include

Max BUPA, ICICI Prudential, Star Health and allied insurance, Apollo Munich,
Religare and so on. We also have a numero uno insurer, the GIC the sole national re-
insurer or simply, the insurer of insurance companies. But the profitability of this
sector is dwindling and losses are mounting.
Meena: The high population of India should have been an advantage for the
insurance companies. Then why are they still struggling to grow?
Teena: A large market is an advantage only if there is wide coverage of customer
population. More often, insurance companies have large prospective customer
database but hardly manage to convert them into customers. One big reason is the
lack of awareness among the people, especially in rural areas. Another reason is the
lack of innovation and use of conventional methods like individual agents, banks,
corporate agencies and insurance brokers. They concentrate more on sales segment
rather than on production and customer segments. Lack of loyalty to customers and
failure of bancassurance have hit them hard.
Meena: Is there any indicator to a future uprise of insurance industry?
Teena: The future looks interesting for the life insurance industry with several
changes in regulatory framework that will lead to further change in the way the
industry conducts its business and engages with its customers. With the development
of globalisation and privatisation, many private players have entered the industry and
people have also come to understand the importance of insurance. So, definitely the
future is fantastic for insurance, for, the road ahead is a path for sustainable growth
momentum and increasing profitability!
Meena: How can the insurance industry fine tune their approach?

Teena: It is high time that insurance companies start to concentrate more on exploiting
existing capital, rather than increasing investment. Their main concentration should
be on product segment i.e., innovative new products and, customer oriented segment
i.e., affordable premium and interactive after sale service module.
The entry of foreign players has increased competition and in turn, facilitated the
boom of extraordinary innovations tailor-made to suit the income and demand of the
customers.
Meena: Innovations? What are those?
Teena: The relationship between people and technology is one of the key drivers of
growth in this industry. In this technological age, people hardly warm up to insurance
agents. So, a mobile based growth module has been adopted for urban areas. Through
this initiative, insurance companies make it convenient for people to know about
various policies and payment of premium is made comfortable through mobile
banking. Moreover, various insurance schemes catering to the exact needs of the
people have been implemented. You have peer-to-peer insurance policies for workers
without job security. Dual insurance policies like combinations of health and motor
insurance, health and life insurance, cargo and hull insurance etc., with least premium
rates have got them a new upsurge in the market. The withdrawal of pension scheme
by the government has increased the customer base for pension policies. Not just that,
new types of industry and products are springing every now and then, thereby
increasing the competition which elevates the risk to higher extents. These risks call
for insurance.
Meena: What will be the market trend of insurance industry at the end of this decade?

Teena: India's life insurance sector is the biggest in the world with about 36 crore
policies. The insurance industry plans to hike penetration levels to five per cent by
2020 and would top the US$ 1 trillion mark in the next seven years.
The total market size of India's insurance sector is projected to touch US$ 350-400
billion by 2020. India's insurable population is anticipated to touch 75 crore in 2020,
with life expectancy reaching 74 years. Furthermore, life insurance is projected to
comprise 35 per cent of total savings by the end of this decade.
Meena: What do you conclude?
Teena: The road ahead the for insurance industry is promising. Changes in other
sectors continue to provide growth opportunities to this sector. While companies with
one-sided motive for profitability might lose out, those that try to exploit the
favourable economic model with creative and sustainable ideas will emerge
victorious. After all, this is one of greatest industries of the decade with a huge future.
Meena: Oh! Thats fascinating. Now Im sure I will ace my speech tomorrow. Thank
you so much!
MONIKHA T
I BCOM (MM)
1513132
References: India Brand Equity Foundation
The Insurance Industry: Road Ahead, KPMG

HEART OR MIND: THE PARADOX OF CRM
Todays marketers, irrespective of their questions like Are any customers loyal
market intelligence, cannot say for sure these days? In some situations, you just
which of these two forces plays a cannot figure out what went wrong. You
stronger role in influencing a buyer. In might not have done anything wrong or
todays competitive market couldnt have done anything better.
characterised by ever-changing and Providing good service, or good value, is
complex consumer behaviour, no longer enough to guarantee customer
companies are finding it extremely re-purchase or new-customer influx. A
difficult to even retain customers in moderately satisfied customer may not
order to realise long-term benefits. necessarily be a loyal customer.
In fact, many times buyers themselves For customer loyalty, there must be an
do not know why they have made a offer of something that is unique,
particular purchase decision. Arbitrary something that makes the customer feel
statements such as I just liked it are special. The companys communication
often the only data that a marketer is should make sense both to the heart and
given to work with. In this scenario, it is mind of the customers. Customers want
imperative that the organisations remain to have trusting relationships with
vigilant, innovative and forward- companies that are flexible enough to

thinking in their marketing approach. In address their specific needs. The real
a way, the marketer has to be a challenge before businesses is to convert
psychologist and tune his offerings to these emotions into transactions, and
match the psyche of the customers. convert a transaction-based relationship
into an emotionally connected and loyal
This sneak peek into the customers one over a period of time.
black-box is also required to answer

Hence, there is a need for change in closely to definitions of the philosophy
focus from Product to Sale to of marketing.
Customer. The product-oriented
approach employed by organisations in As such, this shift towards new
optimising their sales should be changed relationship marketing techniques,
to customer-orientation. A special which seek to optimise customer
personal bond should be developed with relationships, could be hailed as the
customers. most pioneering approach to marketing
practices.
All this is possible through relationship

MEGHA BATHWAL
marketing which not only keeps the
III BCOM (MM)
link between the firm and customers 1313135
intact, but at the same time converts a Reference: Managing Customer Relationships in
Service Industries by Rajendra Nargundkar and
one-time customer to a loyal one.
Tapan K Panda
Relational exchange which profitably
adds to customer value corresponds
Facts about customer loyalty marketing
Loyal customers account for about 20% of an organisations

customer base, but it is this 20% that drives 80% of the total
revenue.
VIP and loyalty program customers are 70% more likely to
spread the word about your business.
The chances of getting a sale from a new customer is 5-20%.
Source: www.marketingprofs.com/chirp/2013/11338/surprising-facts-about-customer-loyalty-marketing-infographic

ENTREPRENEURIAL MARKETING
Entrepreneurial marketing is less about a react rapidly to the competition.
single marketing strategy and more Entrepreneurial Marketing was born as a
about a marketing spirit that bridge that could fill this gap between
differentiates itself from traditional entrepreneurship and marketing
marketing practices. It eschews many of techniques.
the fundamental principles of marketing
because they are typically designed for It emerged from a necessity to lead
large, well established firms. entrepreneurship into a thorough better
Entrepreneurial marketing utilises a market and customer orientation.
toolkit of new and unorthodox Understanding these developments and
marketing practices to help emerging the vital role of Entrepreneurial
firms gain a foothold in crowded Marketing will ensure the sustained
markets. success of any business. It is based on
qualitative methods of the marketing
In the last 30 years, marketing concepts concepts. Entrepreneurial Marketing
have evolved by giving birth to a new features as the core value of the future of
way of marketing, a fusion between marketing. To conclude, these
marketing and entrepreneurship. conceptual framework perspectives may
Entrepreneurship and marketing had shed light on Entrepreneurial Marketing

developed separately previously, as a business success promoter, and that
creating a gap for the businesses in it remains a future prospective in the
having successful entrepreneurship at a new era of marketing.
better marketing orientation. Businesses

NISHA KOTHARI
had to face new challenges deriving
III BCOM (MM)
from market developments as well as 1313140

THE AUTOMATISATION ERA: MAKING LIFE
INTERESTINGLY LAZY
Modern Marketing aims at implication preferred modes as they allow you to
with a sophisticated twist. Take for order any food with attractive
instance, the mobile catering application promotions. Marketers are finding
Food Panda. Its tagline states- Why cook various ways to attract new audiences.
when you can order? You download the Fast track is now history. Ola is the
app connect with them, make deals and trendy taxi service as it allows maiden
get discounts on your order. They in users to take their first ride for free. So
return, market their app through you. just like this, marketing has found its
You talk about them with your friends place in all fields.
and family and this will soon earn them
a brand name and reputation. Then, they If you really want to target customers
might consider charging users for and prospects with the right messages at
downloading their application, thereby the right time, you will need a cross-
earning a fortune. Now marketing aims channel marketing platform that
to make your purchases simple through customises content and automates the
social networking apps and novel timing of all your marketing
advertising methods. For example: communication.
Applications like Fasoos, Ebay, and

Flipkart. These days, one has stopped Marketing automation refers to those
visiting the showroom to buy a phone. technologies that aid the marketing
E-tail services like Flipkart and Amazon department to more effectively manage
have simplified the process for us. their communication over multiple
channels online (such as email, social
Now, even KFC and Dominos are media, websites, etc.) and automate
history. Fasoos and Food Panda are the repetitive tasks. Evolving from and

challenging the first three concept eras of one or the other way. Starting with a
marketing, this era holds that the key to well-defined market, it focuses on
achieving organisational goals consists customer needs, integrates all the
of being more effective than your activities that will affect customers and
competitors in integrating and produces profits by satisfying customers.
coordinating marketing activities toward Marketing remains as much of an art as
determining and satisfying the needs it ever was!
and wants of your target markets.

KAJAL SHARMA
III BCOM (MM)
Nowadays marketing is also making 1313126
things easy and interestingly done in Reference: www.oracle.com/marketingcloud/

resources/marketing-automation.html
E-Commerce in india
Forget the Flipkarts, Snapdeals and Amazons. Travel is
where the real money in Indias e-commerce is. Online
travel accounts for nearly 71% of e-commerce business in
India.
For every Rs 100 spent on e-tailing, Rs 35 is spent on
supporting services like warehousing, payment gateways,
and logistics, among others.
Demand in India exists across 4,000-5,000 towns and
cities, but there is no significant presence of physical retail
in almost 95% of these.

Source: www.business-standard.com/article/companies/5-things-you-didn-t-know-about-india-s-
e-commerce-industry-114111201035_1.html

PAVING THE FUTURE
Just as technology and consumer Mobile will enable more personal
behaviour will evolve in unpredictable interactions between brands and people.
ways between now and 2025, the way The number one possession people have
marketers would react to the situation is their smartphone and there are more
will also change in different ways. There mobile devices than people on this
might be a credible forecast offer for the planet. People use mobile phones to
near-future trends that will change the interact- not just with friends- but also
way brands connect with people, and with brands. The way people look at
the way creative companies will work in content is shifting to this small screen
the next few years. It is the people who and successful brands will be able to
are most influencing the ad. Many create a more personalised experience
predictions touched on a much wider with consumers. Branding is rapidly
range of topics, from the shrinking of the becoming a two-way conversation as
product development cycle to data and social media has given consumers a
the place of technology in the marketing voice like nothing ever seen before. As
continuum like the continued growth of brands track individual consumer
mobile and its attendant impact on behaviour in real-time, they will be able
brand messaging, the continued rise of to use it and tailor the experience for
video and virtual reality, the need for that specific person and their specific
brands to work on a timeline that behaviours on a mass scale.
matches culture, not ad campaigns. That
range of topics, in itself, speaks to one,

"Most branded content will come from
overall, very safe prediction-
consumers.
"The complexity of modern marketing is

Transparency is the new black.
only going to keep increasing." Consumers expect more information

from the brands they use and they engagement and conversations at every
expect brands to do well. They want to consumer touch point. The most
know who they are and what they stand important ingredient in all of this is
for. They reward companies that have authenticity. Basically, most branded
similar values and ask, if the brand content will come from consumers and
would be good for them and for the their priorities.
society as a whole. Brands have to be
more transparent in a genuine and Therefore, in future, marketing will be
authentic way in order to live and more creative and will be based on the
demonstrate their values. They must technology used ten years down the line
learn to walk the talk. If they do, then from now.
they will win both the hearts and the
minds of consumers, which will build KAJAL VIRANI

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sales overnight and the brand over time.
III BCOM (MM)
There might be a shift from talking at the Reference: www.fastcocreate.com/3043109/
world to making the world talk. People sector-forecasting/25-predictions-for-what-

marketing-will-look-like-in-2020
dont necessarily want to be marketed
to, so brands should look to create
Good marketing makes the company look smart.

Great marketing makes the customer feel smart!
-Joe Chernov

MARKETING THROUGH THE AGES
Marketing has existed since time immemorial. From when there was barely any
civilisation to now, when every corner of the world is bustling with consumers, it has
seen a lot of variants in nature and practice. Chancing upon an apple is one thing.
Turning it in to a viable source of living was made possible only by marketing. It may
have been in its purest, most unadulterated form. Nonetheless, it existed.
Centuries later, here we are, practicing it harder than ever, and still evolving. Keeping
up with the changing times, and learning from our mistakes, thanks to the many trials
and errors over centuries, it has evolved into something that not only resonates with
todays market but is also, by far, the most natural progression of it.
Marketing is commonly believed to have developed through five definite phases. The
Simple Trade Era, the Production Orientation Era, the Sales Orientation Era, the
Marketing Orientation Era, and most recently, the Relationship Marketing Era.
Production Sales Marketing Relationship

Simple Trade
Orientation Orientation Orientation Marketing
Era
Era Era Era Era
The Simple Trade Era was when the theory of survival of the fittest came into play.
Goods were available in limited quality and these goods were mostly of handmade
quality. Exchange was also in its most simplified form i.e., exploration (sometimes
read as exploitation). Commodities were the rule of the day and trade in resources
was the primary focus of these activities.
Next came into play the Production Orientation Era, which saw the birth of the
Industrial Age. The hustle for ownership of goods was much too prevalent and since
the goods were scarce and there were one too many consumers, as long as they

produced, someone would always buy it. Some also consider it the golden age of the
industries and businesses, because they were considered boss. Advertising for this
meant promoting products with a sub standard quality since availability and
affordability were the basis of this era.
The focus slowly starting shifting from quantity to quality. Enter Sales Orientation
Era. This era witnessed an abundance in competition and this meant that actually
selling the product was now a task in hand for them. Up until the Production
Orientation Era, the products were selling themselves and there was no extensive
promotion. Thanks to the increased competition and consumer knowledge, more
effort was put into aggressively marketing a product through advertising and other
promotional techniques. So this era is considered to be the game changer in the field
of advertising.
The second half of the 20th century witnessed the birth of a revolutionary phase, the
Marketing Orientation Era. This era was the natural progression as the shift from
production to product and from product to consumers took place. The saturation of
markets led to a more technical approach and consumer became king. Marketers were
bestowed upon and they were given the responsibility of deciding what the company
would produce, the pricing and packaging strategies, and its distribution channel.
Employees within an organisation were also encouraged to acquire some marketing
knowledge, to make the overall experience a fruitful one. Need filling and consumer
satisfaction formed the entire era.
The latest development in the field of Marketing is the fifth but certainly not the final
phase, the Relationship Marketing Era. This is the most modern and evolved
approach to marketing. Gaining customers is no more the objective. Keeping them is
key. The growing importance of brand loyalty and developing relationships with
clients is whats making this progression work. The marketing visionary, Philip Kotler,

interestingly enough, foresaw this. He said, "the cost of attracting a new customer is
estimated to be five times the cost of keeping a current customer happy." And this is
what seems to be the thriving mantra of marketing today.
All this aside, what does the future have in store for marketing? The thoughts and
approaches are constantly evolving and growing. As long as the channels of
communication, production levels and the society per se keep altering, there will be
newer and more complex phases. What were heading towards is, according to me,
the most interesting phase of marketing yet.
The paradigm shift from the Relationship Marketing Era is identified as the Social
Marketing Era. This era incorporates the well-tested theories, ideologies, and
knowledge of its predecessor eras, and at the same time focuses on real time
connections and social exchanges. In this era, businesses are in constant touch with
their current, future and potential customers in real-time. While trust and maintaining
a positive image remain vital, communication and exchange of information have been
adapted as critical success factors.
As markets magnify and new marketing platforms materialise, the science and
practice of this field is advancing by the minute. What we consider today to be the
fastest way to reach our customers will be obsolete tomorrow. While the relevance of
marketing still remains high, its methods of practice constantly grow and improve.
ANKETA SRIKANTH
III BCOM (MM)
1313104

ON HEALTH AND WELLNESS
For the past couple of years, Nutrition good health. Marketing for nutritionists
and Dietetics have become one of the and dieticians is also becoming very
most sought after businesses. The important. The aim of many campaigns
growing concern over eating right and is to make society aware that there a lot
getting proper nourishment has led to of clinics working on special nutrition
the mushrooming of Nutrition plans to help young athletes and
and Dietetics clinics promote general wellness.
around the world. An
increased demand These clinics mostly

Dieting is the only game
from sports stars where you win when you use the internet as a
and celebrities lose. medium to market
seeking expert - Karl Lagerfeld themselves. The
fitness advice has most popular tools
acted as a catalyst for are blogs and YouTube
the rapid growth and channels. Facebook and
development of such clinics. Twitter marketing have also gained
popularity. Further, a lot of clinics and
A heightened demand for dietetic health centres sponsor marathons, sport
services has led to a need for marketing events etc.
such centres. For the sake of clarity, I feel

the need to specify that nutritionists and Thus the growing industry of Nutrition
dieticians are not just gym trainers, those and Dietetics has also created a buzz
employed by hospitals or celebrity among people. The anticipated boom of
nutritionists. They are also those work to this growing industry is one that we
help young children from becoming must all analyse in times to come.
overweight and those specialists who

AKSHAYA ARUN
ensure that senior citizens maintain
III BCOM (MM)
1313102

EMERGING TRENDS IN MARKETING
Marketing, rather than being defined as These phrases overly hype the contents
a process, can be defined as a of any such article, but this matters little
phenomenon. In its various forms, as long as users fall for the bait, and let
marketing can be capitalised full-on to their curiosity get the better of
make most of this almost magical themselves and click to check if the link
phenomenon that majorly aims at really has Mind-blowing or Unbelievable
increasing the foot fall of customers by content, which it often does not.
wooing them using the most basic tools
such as word play- As is done in Marketing is diverging into various
Guerrilla Marketing- and establishing superfluous branches of itself that will
offers that buyers simply cant refuse. go a long way in enhancing the way a
product or a service is perceived by the
The most common, form of marketing general public due to their claims. This
that almost all of us must have seen, but leads to marketing being considered just
never really recognised as marketing is as importantly as any other department
the new bomb, namely Viral Marketing. as marketing boosts sales sales being
All of us must have come across Click- the most important aspect of any
Bait articles on social networking sites company. Marketing as an ever evolving
such as Facebook and Twitter, where industry therefore, is here to stay.

every users curiosity is kindled with
L.Y.SRUTHI
phrases such as Youll not believe what
I BCOM (MM)
happens next and This blows my mind. 1513161
DID YOU KNOW?

Clickbait is a pejorative term describing web content that is aimed at generating online
advertising revenue, especially at the expense of quality or accuracy, relying on
sensationalist headlines to attract click-throughs and encourage forwarding.

A LOOK INTO THE AUTOMOBILE INDUSTRY
Automobile industry encompasses all Taking advantage of the opportunity, the

that forms the business of producing and Government of India has encouraged
selling self-powered vehicles, including foreign investment in the automobile
passenger cars, trucks and farm sector and allows 100% FDI to boost its
equipment. The Indian automobile Make in India initiative. The
industry is one of the largest in the Government has formulated a scheme
world with an annual production for faster adoption and manufacturing of
ranging over and above 20 million per electric and hybrid vehicles in India,
year. under the national Electric and Hybrid
mission 2020, so as to encourage the

The demand for cars among consumers production of eco-friendly vehicles.
is increasing day-by-day, attributable to
an increase in personal disposable India is set to become the automobile

income of buyers. The same is applicable hub of the world. It does not cover 100%
for two wheelers. It is expected that the technology required to make a car, but it
market for overall automobile industry makes about 97%. According to a study,
will increase by thirty per cent over the automobile production in India will
next ten years. To match production with soon touch 8 million and the industry
demand, many auto-makers have will directly employ around 25 million
started to invest heavily on various people.
segments in the industry over the last APOORVA
I BCOM (MM)
few years. The automobile industry
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tends to attract more foreign direct
investment than any other industry.
Due to the presence of key players such as Mitsubishi, Ford, Renault, Royal
Enfield etc., Chennai is sometimes known as the Detroit of India.

REINVENTING BRAND IMAGE
In an age where trends are short-lived But the new logo is something that is
and preferences even more so, it is vital recognised widely.
that brands are constantly reinvented to
ensure recall value. The most prominent More specific than company image
signs which tell us that the brand is in Unlike a company image, a brand
need of a revamp is when its sales are image is expected to be more specific
falling and as a result, market share is and directly appealing to the
shrinking. customers. Thus, brands have to do
ground level research work in urban
Something as subtle as modifying the outlets especially, where the concept
logo, can ensure a new look with an of the brand is as much, if not more,
associated change in attribute. Let us shaped by the social views than
take the case of Reebok the earlier logo personal.
of stripes crisscrossing was changed to a
more sophisticated and monochrome Uniqueness quotient
triangle. This is a much more memorable An important fact to be capitalised is
and elegant representation of the Reebok difference. What sets the image apart
brand. In fact, I couldnt recollect what from its competition? Distinction
the previous logo was! Only after a little helps ensure attraction. Once the
surf in the net could I remember. This attention of the people is channelized
proves how ineffective the old logo was. towards a certain association, the
brand image stays on in their minds
and can be recollected.
For instance, in movies, any small box
is associated with an engagement ring.

The Tiffanys box is iconic and creates reaffirm the intention with which the
a brand image that the product is an brand image was created.
engagement ring.
For example: BMW is advertising
about how the cars parts are
manufactured in India, keeping in line
with the Make in India campaign.
The future for the brand is well rooted
in India because of this propagation.
Vision of the brand MAALAVIKA GIRIDHARAN

II BCOM (MM)
The new brand image should be
1413129
complementary with the vision of the References: fastcompany.com, bloomberg.org,
Future. The perception of the people yfsmagazine.com

Image sources: reebok.com, tiffany.com
when thinking about the brand should
Products are made in a

factory but brands are
created in the mind.
-Walter Landor

ADVERTISEMENTS: THEN AND NOW
Technology is constantly changing and definitely dont work like they used to
becoming more advanced. It is since the traditional buying sieve is
something to feel good about these days. outdated. At the same time, new
Hence progress is being made in the marketing methods may seem so unique
field of advertisement and marketing as to us due to the progress made every
a whole. day in technology and marketing in the
world by the companies to make their
Back in the days when consumers were product stand out in the crowd of other
not shadowed by advertisements products.
everywhere they went, advertising was Thus, rather than bombarding messages
actually helpful as people showed into every communication channel in
interest to view or listen to them. Fast hopes of attracting customers, it is time
forward to now and we find ourselves in that marketers began to make the
a world where every second, multiple transition towards nurturing passionate
companies are competing to gain the and loyal customers.
attention of consumers. As consumers PALAK DAGA

III BCOM (MM)
ourselves, old advertising methods
1313156
Creative without strategy is called

art. Creative with strategy is called
advertising."
- Jef I. Richards

MARKETING TO A BUSINESS
Business to business (B2B) marketing is a large audience, in B2B marketing the
set to evolve at a rapid pace and is target group is relatively thin and
bound to witness interesting times consists of highly skilled-educated
ahead. While much of this change can be individuals trained to take rational
attributed to digitalisation and data decisions, further the marketer has to
metrics, the increasing volume of deal with multiple decision makers from
transactions play an important role as the same organisation. The focus
well. The overall volume of B2B therefore lies on technicalities and cost
transactions is much higher than the while less emphasis is placed on product
volume of B2C transactions and research appeal or packaging.
predicts that B2B spending will soar
from $43 billion to over $1 trillion while The transformation of B2B marketing is
business-to-consumer spending is going to be governed by data, every
expected to rise from $7. 8 billion to $108 nuance, every preference; every
billion only. interaction will be recorded, processed,
modelled and translated with an aim of
Business to business marketing can be anticipating customer needs ahead of
explained as the interaction between two time. Marketers would however feel the
firms in a bid by one to sell its product heat as consumers take a more hands on
or service to the other and thereby create approach and incline towards social
and establish a relationship. Here it is media for taking decisions. It is therefore
paramount to understand the difference safe to summarise that the role of a
between B2B marketing and consumer marketer would be that of an
marketing. As opposed to consumer Orchestrator, Publisher and owner
marketing where the organisation enjoys of Market Intelligence. Another factor

of change would be technology. The future the core of B2B marketing would
advancement of technology has the continue to be relationship marketing
potential to alter the entire marketing and content generation, because at the
process. Tom Webster the VP of strategy end of the day, despite reliance on
at Edison research predicts that in the far technology, businessmen are going to
future robots would be doing his job. look for people they trust to know the
Though this may seem a little farfetched product.
at the moment one simply cannot deny
the increasingly important role it has GAYATRI MADHUSUDAN

III BCOM (MM)
come to play.
1313118
While the mechanics of marketing will
witness further changes in the near
Quotes on B2B Marketing

B2B Companies may not necessarily create the next iPod or TiVo, but
with the right amount of focus and dedication, they can still create word
of mouth that gives them an edge over competitors.
-Jackie Huba
Often, B2B content is written to represent the company. Swell. Except
your audience is most likely your customer base and prospects. To that
end, write your posts with your customers usage in mind. Think about
what they will want to know, and how you can be useful.
-Chris Brogan
Content is fire; social media is gasoline!
-Ryan Kahn
Source: www.slideshare.net/AndrewReichard/10-inspirational-b2b-marketing-quotes

BANKING AND FINANCE: TRENDS RESHAPING THE
INDUSTRY
The years 2009 to 2014 was a very turbulent but very exiting period for most
industries as almost all industries faced tremendous changes and needed to take
decisions which were both high-risk and affecting not just the short-term market but
also the long-term market.
The digital era, as such, has helped reshape and reschedule the marketing style, model
and methods of literally every industry present in the economy, and has been the
major collaborator for the start of whole new industries, along with the massive
globalisation of majority of industries, tearing down borders and boundaries, paving
way for a global market place, with almost no geographical limitations to stop
companies from expanding. The e-commerce place has become the hub for
innovation, especially in marketing their products and services.
Financial marketing used to involve little more than brochures, print ads and a couple
promotion per year. Now, it is about social media, shared experiences and interactive
digital engagement. It's time banks and credit unions get savvy about their use of
mobile channels, content marketing and personalisation.
The banking and financial services industry continues to go through significant
change. Consumers have more and more options outside their financial institutions
every day. Internet giants like Google are now competing in the mobile wallet arena.
And customers are demanding more and more cohesion across all the channels they
use to bank.
Trends play a direct role in marketing and communications strategy development.

They force the industry to think about where the consumer is coming from, as we

develop our communications and tackle obstacles they need to overcome. Here are
three of the latest trends in bank marketing, and suggestions for transforming these
banking trends into marketing opportunities.
Internet finance as a sector in itself is set to grow further, but banks will be competing
with a number of competitive options in the future. Todays consumers are more
digitally connected than ever before. Most financial institutions have witnessed the
growth and banking trends of online banking and online bill pay. But still, in an
Indian market context, where e-commerce is being slowed down due to organisations
reluctance to encourage online banking and payment solutions, as well as customer
reluctance to trust online-banking faculties over the tried and trusted methods of
payment. Banking needs creative ideas to ensure customer sustainability and increase
in customer connectivity.
Customers will expect an integrated banking experience; therefore communications
need to follow, along with easier online banking options, with quicker way of reprisal
when customer errors are made, without the pain of a fine or blockage of further
online services. Customers expect a certain level of service from their financial
institution, whether they are banking online or in person. One bank-marketing trend
that Cap Gemini highlighted in its retail banking report was the need for more
emphasis on seamless multichannel integration
Banks will need to develop distribution strategies that take customer segmentation
into consideration and profile customers more effectively to direct the right product to
the right customer through the right channel.
More and more banks tend to become friendly places like retail shops rather than
intimidating serious places where you can understand very little. Following on this
trend, banks have started implementing new positioning centred around people and

their life plans. Clients dream of buying a house, not getting a mortgage as such, so
the bank shifts focus from financials products on to peoples life journey. Meanwhile,
experts predict that total virtualisation rather than further retailisation is where the
financial segment is heading.
Brands should start to pay more and more attention to marketing initiatives and
communication strategy relevant to the demographics of 21-34 years old, clients with
big dreams and not enough time to achieve them and clients with retirement plans
and dream house plans, which all need realist financial advisers and responsible
bankers to help achieve these dreams.
Despite a common social myth that such clients are careless about money, a recent
research project Rufus Reinvents Money by the UK ad agency Rufus Leonard
proves that they share the same attitude to personal finance as their grandparents.
At the end of the day, the fact that this generation has different mind-set and priorities
in life, so financial brands have to start to consider these peculiarities while devising
marketing polices and strategies. the structure of the market as such has to be
modified to suit both the customers and the organisations; to ensure smooth sailing in
the future and will ensure better productivity and utility for all the stakeholders of the
industry.
Sources:
thefinancialbrand.com/47646/marketing-trends-in-banking/
wipro.com/documents/the-global-retail-banking-digital-marketing-report-2013.pdf
opf.slu.cz/vvr/akce/turecko/pdf/Once.pdf
theglobaljournals.com/gra/file.php?val=December_2013_1387275830_75066_38.pdf
coolavenues.com/marketing-zone/bank-marketing%3A-a-two-pronged-approach
ruralfinance.org/fileadmin/templates/rflc/documents/1149087831021_lesson1_challenges.pdf
S. HAMSANANDINI
II BCOM (MM)
1413112

WHY THE WORLD IS FLOCKING TO INSTAGRAM
To get started with Instagram, all you instantly shared, not only on Instagram,
need to do it is: but also Facebook, Twitter, etc.

Go to the App Store,
Download the application, By default, photos are public on
Set up an account, Instagram. If you want people to have
Choose a username and upload a to ask permission before they follow
profile picture. you, set to private. On Instagram you
follow people. At the top of your
What does it actually do? profile (or anyones profile) you will see
You can take pictures within the app or the username, profile pic, how many
use photos that already exist in your photos have been uploaded, how many
camera roll or even use the mobiles followers the account has, and how
camera to click a picture. The next thing many they are following. When you
to be done is edit the picture using follow someone,photos show up in your
Instagram.The cool factor of Instagram is stream. The only other things you can
the fact that they have 11 different filters do are like photos and comment on
that you can apply to your image.Even them. Both are appreciated.
boring photos look amazing with some
of these filters. Instagram also provides Its currently a very friendly community
location service, it shows where the and definitely a social media to be on.
picture has been exactly taken. If your
friends are flanking with you in the ANJANA RAMESH

III BCOM (MM)
picture, Instagram allows you to tag
1313104
them if they are an Instagram user too. Reference: infospace.ischool.syr.edu/
You can give your picture an exquisite 2011/12/15/what-is-instagram-and-why-is-it-so-

popular
caption and post it. Photos can be

YOGA AND THE WORLD
Yoga is the perfect synchronisation of mind, body and breath. This spiritual practice
originated in the rich cultural land, India, thousands of years ago. In a proper Gurukul
system, where the guru teaches and guides their shishya the disciplined sense of
living life with different aspects of yoga i.e., bhakti yoga, gana yoga, karma yoga and
ashtanga yoga was practiced. This knowledge moulded each individual to live life in
the right spirit.
All this may sound old fashioned when we think of its cost, i.e., one has to give up
their social life and only concentrate on their inner self and spiritual growth.
But in the current scenario, yoga as a practice is rapidly increasing worldwide with
thousands of truly global yoga practitioners. Across the globe, new-age yoga teachers
are branding and promoting their practice to cater to the needs of different people. A
lot of variations have been given to hatha yoga yoga for children, teenagers, pre-
natal, therapeutic, for weight reduction name the ailments and yoga comes to
rescue.
Various journals, blogs and articles have been dedicated to this spiritual knowledge
which is rooted strongly in India and is travelling across the world through Facebook,
Instagram, Twitter, Youtube, customised websites etc. Here, practitioners post their
pictures in beautiful asanas with their benefits, which is helpful for people who cannot
attend the session in person. Serene pictures of yogis along with inspirational quotes
have also done their rounds of the internet. Yoga also attracts a lot of tourists to India
to experience the blissful knowledge and lifestyle of the Gurukul system which is still
in practice here. Osho International Meditation Resort, Pune which has attracted a lot
of people from different parts of the world to India, is the best example to substantiate

this phenomenon. Here, yoga is termed as a healing process and a beautiful
knowledge. It is this factor that lures students of this ancient practice to India.
Prime Minister Narendra Modi promoted the International Yoga Day on June 21,
which marks the longest day of the year. He wanted every Indian to make yoga a part
of their daily routine to lead a healthy life.
PRIYAL S ROHRA
III BCOM (MM)
1313148
With Best Compliments From

MARKETING IN 2020
Just as technology and consumer citizenship will move from corporate
behaviour are expected to change in affairs function to a marketing function
unpredictable ways between now and that drives transactions at a great scale
2020, these new developments will also and creates advantages for companies in
cause a change in the outlook of the talent wars.
people.
Good agencies will act like product
The mobile network will enable more companies and not service companies.
personal interactions between brands Data will get personal. Products and
and people. experiences will form a bigger part of
our lives. But people will continue to
The complexity of modern marketing care about culture than products.
will keep on increasing. The
proliferation of channels, markets and No longer will marketing and
especially incomes has made marketing advertising be too late to impact
a complex discipline. product. Creative energy will see a shift
away from agencies and towards
Over the next few years, marketers publishers and platforms.
would develop a good customer base

SHREYA NARAYAN
and reach them directly. We will see a
I BCOM (MM)
complete transition owing to 1513154
technological advancement. Brand
Know thyself. Know the customer. Innovate.

Beth Comstock

FUTURE OF LOGISTICS IN INDIA
Logistic has a huge impact on the have been several key indicators to the
domestic and international economy. As future trend in the indian logistic sector
such as the role and importance of logistic spend in india is estimated to be
logistic has been elevated in many around 13% of the GDP which is
business environment. This report gives comparatively higher than other
you an overview of logistic industry in developed countries. The indian
india. The focus of this report is to railways has realised the necessity to
present the existing and emerging improve the infrastructure projects
practices in india to predict the future involving warehouse and logistic parks
trends that are likely to contribute to its are being undertaken are expected to be
transformation, we highlight on the operational in next 2-3 years. The setting
potential growth areas and expansion up special economics zones (SEZs) has
strategies for the logistic players in india led to increased logistics activities
to become highly localised world class around them. The future of the industry
players. Our focus is on the third party is very bright and is sure to witness
logistic service providers both the local exponential growth in the coming years.
and multinational companies, where we Not only do the logistic companies
identify the potential growth such as needs to create efficient business to
establishing organic growth acquisition thrive in the logistic sectors, but they
and joint venture. We discuss the also need to explore way for investing
structure policies for the most popular energy cost and time to grow a logistic
expansion strategies of joint venture system.
with some recent case in the country. As
such india should move forward for an RAMYA PRIYA
integrated strategies towards developing I BCOM (MM)

1513142
world class logistics industry . There

ATITHI DEVO BHAVA
India is country with rich heritage. We Indians always treat our guests as god. The
hospitality industry in India is one of the fastest growing industries of the country.
There are big brands like Oberoi, Taj and ITC who have occupied large market and
business in India, there is still a spree for international brand expansion. Hospitality
industry has grown exponentially since 2005. The major reason for this growth is the
emergence of India as one of the most important business destinations in South Asia.
Further, the growth in the IT sector as well as Indias potential to become one of the
best tourist destination in the world have attracted many international hospitality
brands towards India. The concept of hotels in malls is also flourishing. Budget hotels
in malls which offer shopping Experience with entertainment facilities under one roof
are eliciting attention from various hospitality players. India is a host for more than 30
Global Hotel brands, which are even expanding in the smaller towns of the country.
The major reasons for the increase in demand of the hospitality industry in India are
as follows:
The policies and incentives provided to the hotel industry acts as a catalyst for its
growth.
Five year holiday from income tax is granted to two, three or fourstar hotels
established in specified districts declared as World Heritage sites by UNESCO.

The central and state governments are also working out a model to increase hotel
capacity.
Efforts to diversify tourist attractions by offering new products such as adventure
tourism, wellness tourism, medical tourism and golf tourism are expected to have
a positive effect on both foreign tourist arrivals as well as domestic tourism.
According to a recent report by the Associated Chamber of Commerce and Industry of

India (ASSOCHAM), Indias tourism industry is expected to become the worlds

second biggest employer with around 40,37,000 employees by the year 2019.
Hospitality is considered as one of the most demanded services of the tourism
industry. It offers careers in four core operational departments i.e. Food Production,
Food and Beverage, Front Office and Housekeeping.
The hospitality industry has seen huge growth in the past twelve years. Though hotels
know that business is getting slower, they are still investing because India is expected
to become a huge economy in the near future. The governments measures to increase
tourism have also motivated hotel companies to invest in the country. Today, apart
from casino hotels, India hosts almost all types of hotels; serving all kinds of
customers. The recent Rupee depreciation is also expected to benefit Indian hotels as
many of the people are cancelling their international tours, instead opting for
domestic holidays. It is also attracting many foreign tourists to India as the country
has now become a cheaper tourist destination. In order to fight from current crises and
in their struggle to survive in the market, hotels have increased their room rates to get
better revenue. But as premier hotels have become more expensive, many travellers
now prefer budget hotels. Even corporate companies, which have suffered because of
economic downturn, also prefer budget hotels for their tie-ups.
This situation is encouraging big hotel chains to focus on their budget hotel brands.
French hotel group Accor is a good example of this as it is mainly focusing on its
budget hotel brand Ibis instead of its other luxury brands. Marriott has also
introduced their budget hotel brand Fairfield Inn to the Indian market.
Even though there are many challenges to the growth of the hospitality industry, this
industry enables in bringing a drastic growth in the GDP of the country. With constant
research and expert advice, if we continue expanding our tourism industry, we can
find a change in the services. Moreover, training our human resources on the
hospitality services will help the industry to flourish. The emerging trend of

collaborating with the United States for hospitality training will also attract many
global brand and foreign travellers to our country.
With every small steps towards improvement, we can compete with any global
market to attain highest rank in hospitality services.
ABIRAMI MANIVANNAN
II BCOM (MM)
1413101
References: www.hotelmanagement.net/investment/demand-in-india-continues-to-surge-21822
http://www.investindia.gov.in/?q=tourism-and-hospitality-sector

Voice your Views
Social Media platforms are increasingly gaining popularity with

marketers. Their moderate pricing, ease of usage and wide reach
have made Social Media Marketing an indispensable tool in the
promotion mix. The resultant electronic word of mouth (eWoM) has
facilitated the spread of many a viral message. Take for example,
the Kollywood song Why This Kolaveri Di which spread like
wildfire finding fans in obscure locations halfway around the
world.
Recognising that social media forms an integral part of the future of

marketing, we asked students to express their views its role and
growing importance. Following is a compilation of their responses.

SOCIAL MEDIA MARKETING: A GROWING
PHENOMENON
Social media has become one of the most and aids in reaching the target audiences
important mediums of advertising. more efficiently.
People choose to advertise through
social media because it is one of the This kind of marketing is of great
easiest ways to reach younger advantage for small scale businesses
customers. Further, economical pricing where it achieves great brand awareness
allows even small, home-run businesses and recognition with nominal spending.
to effectively adapt social media for their
marketing purposes. As a result, social Initially, people were sceptic of using
media marketing yields increasingly social media as a catalyst for business,
high conversion rates. It is one of the but with the explosion in its reach over
ways to improve a brands loyalty and the last few years, it is nearly impossible
recognition. to find a marketing expert who will not
not recommend social media as part of a
Social media also helps in finding new good marketing strategy.
customers and helps expand the market

THARANI V
for ones product. It also helps a seller to
III BCOM (MM)
get ahead of his/her competitors. 1313166
Further, it helps in increasing web traffic
Social media are tools. Real time is a
mindset.
-David Meerman Scott

ARISING TRENDS IN SOCIAL MEDIA MARKETING
How has marketing evolved as a giant element in common mans life? The answer
would be quite simple- Social Media. Social media has been a huge contributor
towards a total makeover of marketing and its image. Although a relatively recent
phenomenon, social media is becoming an important part of the business marketing
and client base system. The perception of social media has completely shifted it is
no longer viewed as a trendy or passing fad. Rather it has become a must for any
business seeking to secure a place both in traditional and digital marketplace. What
once could be accomplished by a traditional website now needs to be supplemented
by a robust and responsive social-media communication system. These days it isnt
enough to have a plain website, our digital outreach extends to social media
marketing sites like Facebook and Twitter and now is the right time to start
capitalising on it. There is good customer relationship between the buyer and seller
through social media marketing sites.
Business people can have better communication with their customers and feedback
mechanism is very effective. Marketers are always kept updated about the changing
tastes and preferences of their target customer base. People are very receptive to social
media marketing sites such as Facebook, Twitter, etc. In totality; social media
marketing is a form of Internet marketing that utilisessocial networkingwebsites as a
marketing tool.
The goal of Social Media Marketing is to produce content that users will share with
their social network to help a company increase brand exposure and broaden customer
reach.
The traditional method of doing business has lost its charm due to lack of proper
outreach. Social media marketing has boomed over the past 10 years and has given a

new definition for marketing. Through SMM, there is immediate contact between
customers and marketers. The current trend for a basic advertising has been through
such social media sites and these platforms have tremendously increased sales
revenue. They have projected the companys image in a much more lavish manner
and people look to such sites as the best portal for their enquiries. Overall, social
media marketing has been growing prosperously and has the potential to bring out
the various colours of marketing.
AVANTHIKA NAKKEERAN
II BCOM (MM)
1413105
REFERENCE: INVESTOPEDIA.ORG

SOCIAL MEDIA MARKETING
The economic recession has had profound impact on marketing strategies as well as
on consumer perceptions and behaviours. Marketing function plays a vital role for
survival in a competitive market. It helps the firm to stay profitable and consumer-
responsive. Modern marketing is a giant leap from its traditional counterpart.
Previously marketing was done by advertising through distribution of free samples,
door-to-door advertising and newspapers. Now, improvement in technology has
brought social networking to the limelight.
Social media marketing is the process of gaining website traffic or attention through
social media sites. These days, organisations prefer marketing through social media
such as Facebook, Instagram, WhatsApp etc. Content marketing via blogs are also
gaining popularity. Since the people are very much active on such sites this means of
marketing is used and moreover the use of social media marketing does not cost much
to the firms.
The Internet-based social media has now made it possible for one organisation to
communicate its message to thousands of consumers and these consumers, in turn
spread the message to their peer group. Thus, the impact of consumer-to-consumer
communication has been greatly magnified in the marketplace. Social media has now
become the main element of promotion mix as it enables companies to talk to their
customers and customers to talk directly to one another. The content, timing and
speed of social media based conversations are outside the managers direct control.
This stands in contrast to the traditional integrated marketing communications where
a high degree of control is exercised. Marketing through social media does not
consume a lot of time and getting response and feedback through customers also
becomes easier.
Thus, it is one of the best ways to accelerate business growth when used in a proper
manner and in the right way.
BHAVIKA CHANDAK
I BCOM (MM)
1513111

puzzles

E-TAILING IN INDIA
Find the names of Indias six most popular e-tailers in the below word search grid.
F L I P K A R T O P
X W S V U S Q N S M
Y M Y N T R A H R G
Z A R C A R O I E N
E N R N K P L A V O
D G L E C I D R E B
E O W L S H A E R A
V A U R N M D F A J
A E L P P A U O N L
S L O Y E P M E K D
SHWETA KRISHNA
II COM (MM)
1413156

ACROSS
4. The most important person in the marketing process
5. A viral marketing technique
6. Low-cost marketing strategy mostly used by small businesses
7. An important task to achieve brand recognition
8. An advertising strategy in which organisations communicate straight to the
customer
9. A quality which the public expects from an enterprise. It helps an enterprise to gain
the confidence of the public
DOWN
1. The only revenue generating element of marketing mix
2. Promotion strategy used to advertise to a mass audience
3. Following your customer anonymously
5. Enables one to identify products and differentiate them from competitors
ROHINI RAVEE
I BCOM (MM)
1513145

FUTURE TRENDS IN MARKETING
ACROSS
3. The upcoming centre of marketing.
5. Internet marketing involves both advertising and promotion of marketing efforts
via _______ messages to current and prospective customers.
6. _______ planning process is a process yielding a marketing strategy that forms the
crux of a marketing plan.
9. In future, the _____ will be its own audience.
11. A companys most valuable asset.
12. It dictates brand-customer relationships.
DOWN
1. Alternate term for internet marketing.

2. Marketing which involves both advertising and marketing efforts via social
networking sites.
4. The essence of a market.
7. The approach to the study of marketing which deals with the problems of supply,
demand and price.
8. The main factor affecting the sales of an organisation.
10. A form of advertising that uses the internet to deliver promotional content to
customers.
RIDHIKA HIRANI
I BCOM (MM)
1513143

ELEMENTS OF CRM
ACROSS
1. The main persons for whom the product is made
5. Direction and scope of an organisation over the long term
6. Study or use of systems (telecommunication,computer, etc,..)
DOWN
2. The action or business of promoting and selling products
3. Assistance or advice provided by a company to those buys or use its product or
service
4. Vivid mental image of what you want your business to be at some point in future
R POORNIMA
II BCOM (MM)
1413137

ANSWER KEY
E-TAILERS IN INDIA
1. Flipkart 4. Myntra
2. Jabong 5. Shopclues
3. Snapdeal 6. Yepme

1. Price 5. (down) Brand
2. Above the line 6. Retargeting
3. Guerrilla 7. Labelling
4. Customer 8. Direct
5. (across) Buzz 9. Transparency
FUTURE OF MARKETING
1. Web 7. Economics
2. Social Media 8. Price
3. Mobile 9. Brand
4. Exchange 10. Online
5. Email 11. Customer

6. Strategic 12. Transparency
ELEMENTS OF CRM
1. Customers 4. Vision
2. Marketing 5. Strategy
3. Service 6. Information Technology

The Organising Committee
Kotlerz Klan
CORE COMMITTEE
President: Akshaya Arun Vice-President: Harshitha Murali
Secretary: Shweta Krishna Joint-Secretary: Simran Paharia
Editor-in-Chief: Mitali Chordia Treasurer: Megha Bathwal
TEAM LEADS
Editor-in-Partner: Abirami Manivannan
Printing Team: Harini Sivakumar
Logistics Team: Shreya Narayan
ORGANISING COMMITTEE
EVENT EVENT EXECUTIVE EVENT MANAGER
Zombie Attack Priyal Rohra V. Neeraja Gayathri
Content Writing Palak Daga Shreya Mundhira
Entry Point Kajal Sharma Maalavika. G
Make a Market Tharani Vinayagam Aarthi Asrani
Quiz Sunaina Grover Avanthika Nakkeeran
Debate Bhavna Kochar Bhavika Chandak
Ambient Advertising Anjana Ramesh Vritika Jain
Interio Kajal Virani Sakshi Maradia
PUBLICIT 2015-2016 (i) VOL VI

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PUBLICIT

M.O.P. VAISHNAV COLLEGE FOR WOMEN

PUBLICIT 2015-2016 VOL VI

Faculty Editors Ms. Kiran Varma

Student Editor Ms. Mitali Chordia

Student Sub-editor Ms. Abirammi Manivannan

Cover Page Concept Ms. Sunaina Grover

M.O.P VAISHNAV COLLEGE FOR WOMEN (AUTONOMOUS)

PUBLICIT 2015-2016 VOL VI

increasingly frequent and intense periods of turbulence

in the global economy. Today's crises have precipitated a

need for businesses to develop a new mindset, one that

takes into account intermittent periods of disturbance,

allowing them to thrive while under the constant threat

a whole new approach to marketing.

Major business challenges and opportunities faced by organisations are why

how to involve your customers in co-creation.

innovate to be successful marketeers in the future.

Dr. Lalitha Balakrishnan

Principal, M.O.P Vaishnav College for Women

PUBLICIT 2015-2016 VOL VI

pleasure than to write things that deserve to be read.

-Philip Stanhope, 4th Earl of Chesterfield

Department of Commerce (Marketing Management). From its inception, Publicit has

enjoy reading it as much as we enjoyed compiling it.

Mitali Chordia Abirami Manivannan

Student Chief Editor Student Sub-editor

PUBLICIT 2015-2016 VOL VI

1 Starting A Revolution in 140 Characters or Less 1

2 Food And Health Marketing: An Evolving Industry 3

3 Back To Square One 5

4 Philips: Bringing Light To Our Lives 8

5 Insurance: A Nascent Industry 9

6 Heart Or Mind: The Dilemma Behind Relationship Marketing 13

8 The Atomisation Era: Making Life Interesting Lazy 16

9 Content Marketing: Paving The Future 18

10 Marketing Through The Ages 20

11 On Health And Wellness 23

12 Emerging Trends In Marketing 24

13 A Look Into The Automobile Industry 25

14 Reinventing Brand Image 26

PUBLICIT 2015-2016 VOL VI

15 Advertisements: Then And Now 27

17 Banking and Finance: Trends Reshaping the Industry 31

18 Why The World Is Flocking To Instagram 34

Yoga And The World

Future of Logistics in India

Atithi Devo Bhava

Voice Your Views: Social Media

The People Who Made This Possible

PUBLICIT 2015-2016 VOL VI

LESS: THE ERA OF HASHTAG ACTIVISM

other social media participants collectively displaying dozens of opinions or

African-American community took a stand, causing #BlackLivesMatter to be

movement of its own, and is constantly compared to the Black Liberation

Movement of the past.

Charlie Hebdo shootings in an attempt to secure their right of self-expression,

PUBLICIT 2015-2016 1 VOL VI

lives. It has been re-tweeted approximately 1.2 million times.

networks on social media platforms.

used by the campaigns of UNICEF and Amnesty International.

Did you know?

PUBLICIT 2015-2016 2 VOL VI

Awareness of the need to maintain the dietary composition keeping their