Vishvast

Marketing Club, Management Association, BITS Pilani

V O L U M E 1 , I S S U E 1 N O V E M B E R 2 0 1 3

INSIDE THIS ISSUE:

What brand are you?

We, at Vishvast, are pleased to publish the first of our bi-monthly newsletters. The aim of this newsletter is to act as a medium for exchange of ideas and thoughts related to marketing. Everyone is invited to contribute. We have begun the series with this edition highlighting some of the recent happenings from the world of marketing. We have kept it simple this time, as this being the first edition. We have a vision to make it bigger and better, and to take it to the next level. But that is possible only with the help and co-operation of you all. From the next semester, our newsletter is going to get bigger and better. So let your anticipations float and keep them alive till we come back, Meanwhile enjoy our first edition and get a glance into the world of marketing. Editor-in-chief Suhani Gupta

How customer lifetime value affects your business?

What Brand are you? (A Brand Perspective)

Connect the following:

Spirited and Outgoing

Rolls Royce

Accomplished Nike and competent Wealthy and Influential Athletic Why green marketing is going nowhere? Pepsi Wall Street Journal

the amalgamation of many different factors-the product, the packaging, the pricing strategy, the nature of advertising and the nature of product itself. Brand personality explains why people like some brands in the presence of substitutable products. Brand personality is the emotional association of the brand. Thus, the totality of the brand is the brand personality. A very recent example of a Brand personality conflict is the acquisition of Jaguar and Land Rover by the TATA group. Even though the TATA group as a whole is well respected in India, its personality a cros s th e wo r ld is no t upmarket. Jaguar and Land Rover on the other hand are seen as luxury brands. In the premium segment while products like Jaguar and Land Rover lie, a brands personality, embodying all the qualities seen to be on offer, is the key to sustained value. In that sense, brand personality is perceived as a more important component than say primary characteristics and the

functional purpose involved. This shows the clear relationship between how a company is perceived and how it affects the value associated with it. Why bother? A favorable personality can create a strong brand in several ways a) It can act as a proxy for the user to identify and differentiate himself Eg. An apple user might identify himself or herself as casual, anti corporate and creative. b) In the same way as human personalities affect the formation of relationships between people, brand personality can be that vital link between the customer and the brand. c) Brand personality may help to communicate a product attribute, such as energy and youthfulness and thus contribute to a functional benefit. d) It can make the brand interesting and memorable and provide that much needed differentiation factor from competitors.

It is surprising that we can make an almost immediate association between a brand and a personality type. Mere co-incidence or a well orchestrated strategy? Just like people, all brands have a personality. Whether it is shallow and instrumental or deep and emotionally charged is carefully taken care of by todays marketer. Using communicating, namely advertising and public relations, a brand gradually builds up a character. The manner in which the product or service is represented stands for the kind of person it would be, if it were human. On the whole, a personality of a product is

Trivia corner

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Why Green Marketing Is Going Nowhere?

Sometimes its hard to face reality, especially when a dream is so alluring. And the alluring dream of green marketing is this: that consumers would cast a vote in favor of a more just and sustainable world whenever they shop. With the exception of some energy-saving devices, no green product has captured more than a tiny slice of the marketplace. Even where green products do seem to be selling, its not primarily because of their environmental benefits. Organic foods? Its about what we put into our bodies. Hybrid cars? They reduce costly trips to the pump. Energy Star TVs and appliances? They cut energy costs. Its not really about the planet.
To catch the reader's attention, place an interesting sentence or quote from the story here.

We change our buying and lifestyle choices all the time: how we communicate (email, mobile phones, texting, Twitter), how we shop (what's a record store?), what we eat and drink, and what we drive and wear and do. But those choices benefit us personally, today -- not some far-off forest or future. Of the 10 largest advertisers in 2010 (Procter & Gamble, AT&T, General Motors, Verizon, News Corp., Johnson & Johnson, Pfizer, Time Warner, General Electric and Walt Disney), only two -- GM and GE -- have tried in earnest to market products as green. One of those, GE, is largely B-to-B. Ironically, theres a new generation of companies that stand to make a difference, even though they dont typically market themselves are green: the growing corps of so-called collaborative consumption companies. They facilitate the sharing or reuse of products and services -- car-sharing or home-trading services, for example -- as well as the exchange of many goods, from food to fashion. There are several terrific examples of the latter: Greenpeaces ranking of supermarkets on sustainable seafood; Climate Counts ranking of companies on their climate goals and performance (disclosure: Im on Climate Counts board); the Electronics Takeback Coalitions ranking of computer companies e-waste efforts; the Union of Concerned Scientists ranking of automakers; and Greenpeace's (again) ranking of technology companies. Each of these compares companies and brands using rigorous and consistent criteria, helping to illuminate whos really walking the talk. They don't just look at product attributes. they look at the whole enterprise. This isnt market-speak; its accountability.

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Trivia Corner
1. 2. 3. 4. 5. 6. 7.
To catch the reader's attention, place an interesting sentence or quote from the story here.

Name the personality who coined the term 'Marketing Myopia'? Name the author of the book 'Avenues of Advertising'? Which company does the brand Beat belong to? Name the personality who designed the famous Sunflower logo of Wipro? What do Dynamic Vector and Stripes signify? Which international corporate has 42 dots in its logo? Why does the symbol for Audi have four rings? Who does the brand Tanishq belong to? Name and creator of Asian Paints logo?

8. 9.

10. Name the marketing legend who first coined the word Privatisation in his book "The age of discontinuity"?

Answers1. 2. 3. 4. 5. 6. 7. 8. 9. Theodere Levitt Ashok Roy Swatch Sombhit Sen Gupta Reebok and Adidas Sony Four auto companies merged to form Audi. The Tata group Gattu, R. K. Laxman

10. Peter F. Ducker

All our dreams can come true if we have the courage to pursue them. Walt Disney