JULY, 2016

The UK’s EU Tax exemptions

For real advice that you could use
Referedum: All for Start-ups
and valuable insights, turn to:
you need to know Pg 3
Pg 7
Pg 2

Bajaj Electricals forays into premium kitchen Nestle lines up 25-products’ launch to beat Maggi
appliances segment blues

Bajaj Electricals has forayed into the premium kitchen Swiss food giant Nestle is launching around 25 products across
appliances segment under the brand name 'Platini by categories, its largest consolidated launch ever, to offset the
Bajaj‘. gaping hole left by the Maggi controversy.
This includes products like While Maggi has clawed back to the top
stand mixer, vitamin juicer spot with around 55.5% of the market
and bread maker, the share, it is still far away from its hey
company said in a release days when it commanded 77% of the
issued on Friday. The Indian noodles market and contributed
5 Times the
company will initially around a third to Nestle India's revenues.
Next Big sell them through Amazon before launching them in the brick- Currently, it accounts for a fourth of
Thing Failed and-mortar stores. "Kitchen appliance purchase behavior is Nestle’s overall business.
to Kill the Last evolving from utilitarian to making a lifestylestatement, from Although, the company is doubling the variants of Maggi to 12,
generic to specific cuisines. The Platini by Bajaj range of including new spicy flavours for young consumers called 'Hot Heads'
Big Thing
appliances are targeted exclusively at discerning, modern Indian and one for pilgrims that has no garlic or onions, Narayanan said the
Pg 6 men and women who have a taste for international cuisines instant noodles category has taken a beating with consumer sentiment
and love experimenting with food," said Amit Sethi, vice still a tad low.
president & country head marketing, consumer products group. Apart from the new variants of instant noodles, Nestle India will launch
Itanagar, Jul 1 (PTI) variations of pasta, Nestea, baby food, coffee, masala tea mix,
Source: Economic Times chocolates and confectionery and many more products in a bid to
reduce its dependence on Maggi.

Amul to invest Rs 3,000 crore over four years on "Some among these will provide big opportunities, while others will
remain niche," Narayanan said. "With consumers moving on, we have to
expansion move on too as a company. You may have never seen us as a digital or
e-commerce savvy company. But there will be more of that soon.”
Dairy major GCMMF, which markets milk and dairy Narayanan did not rule out bringing in products from Nestle's global
portfolio.
India at the products underAmul brand, will invest Rs 3,000 crore over Source: Economic Times
Cannes Lions the next four years on its expansion plans.
2016 Gujarat Co-operative Milk Marketing Federation (GCMMF) is
Pg 5
planning to set up of new plants and add capacity to existing
facilities. The cooperative is also planning to enter states like
Starbucks to take Tata’s coffee & water global
Bihar, Jharkhand, Odisha, Kerala and North-East to expand
Starbucks Corp is expanding its partnership with Tata Group beyond
business, its managing director R S Sodhi said. The cooperative
Brands at India by launching the latter's single-origin coffee in the US and
is setting up new plants in Uttar Pradesh, Maharashtra, Gujarat
Himalayan mineral water in Singapore.
the Kumbh and West Bengal as well as raising the capacity in existing
The world's largest coffee retailer,
Mela plants, he added.
will also launch specialty tea
Elaborating on expansion, Sodhi said the
Pg 5 new plants in Kanpur and Lucknow are
brand Teavana in India by year
end, a top official said. "The
expected to be operational in next two
vision and partnership signed five
months. A cheese plant in Gujarat will start
years ago was not just for the
operation soon. The cooperative is also setting up new plants in
business and joint venture in
Mumbai and Kolkata.
India. As two global iconic company with strong capabilities around the
On new products, he said the cooperative will soon launch
world, its about how we could continue to look at ways to partner
sweet 'Rasmalai' with a shelf life of one year.
Source: Economic Times together beyond India," said John Culver, group president at Starbucks
Coffee China and Asia Pacific.
The brand — Starbucks Reserve Tata Nullore Estates — will be the first
The 2 Pizza Rule
& The Burrito
Baba Ramdev's Patanjali to raise its first project coffee from India to be roasted and launched in Seattle later this year. In
addition, Starbucks coffee will also be exclusively made available on all
Principle loans for Rs 1,000 crore flights of Vistara, the airline joint venture betweenTata Sons and
Pg 4 Singapore Airlines.
Yoga guru Baba Ramdev's Patanjali Ayurved, the home-grown Source: Economic Times
consumer goods company that has given sleepless nights to the
likes of Hindustan Unilever and Colgate, is planning to raise Rs.
A showcase 1,000 crores in project loans as its current capacity is bursting Spices Brand MTR Seeks Government Approval for
at the seams. The company is in talks with banks including State
of creative Single-Brand Retail
Bank of India, Bank of Baroda, Uco Bank and a few others as it
and has embarked on an expansion plan setting up plants across the
MTR Foods, a subsidiary of the $4-billion Norwegian conglomerate
beautifully country.
Orkla, has sought government approval to start single-brand retail
designed Public sector banks Punjab National Bank and SBI have earlier
trading in India. MTR, a 92-year-old spices and ready-to-eat vegetarian
extended credit facility to the company but not long term
print ads project loans. Large private lenders ICICI Bank, HDFC Bank too
food company based in Bengaluru, is ramping up its manufacturing
Pg 8 capacity in India to 72,000 tonnes by 2020 with an investment of Rs 200
approached Patanjali.
Source: Economic Times crore.
Source: Economic Times
 [THIS MONTH]
Hindustan Unilever Ltd enters red-light zone for Red Label
advertisement
For Hindustan Unilever, the way to a steaming hot cup of tea
could well be through Kamathipura — Mumbai's red-light
district. In an effort to break a social stigma, the country's
largest consumer goods company has roped in a commercial
sex worker to feature in an upcoming advertisement for Brooke
Bond, capturing her experience with unassuming office-goers
over a cup of tea.
The Indian unit of the Anglo-Dutch consumer giant put up a makeshift tea house a
few weeks ago at Churchgate, one of the busiest stations in the city, and offered
free cups of tea to commuters. The sex worker was filmed striking up
conversations with people, especially the moments when she revealed the nature
of her work. While many were taken aback, most were welcoming enough to
break barriers over a cuppa.
"We don't want to be insensitive or provocative for the sake of being provocative.
We are taking a deep-seated point of view on our brands and their role on society
because they do," Sudhir Sitapati told ET in his first interview after becoming
executive director of HUL's refreshments business, which was recently split from
the foods segment. "We have seen evidence that successful brands tend to be
more purpose-driven and have a point of view in society."
Experts said breaking out of the mould completely is a courageous move by HUL.
Source: Economic Times
With Rel Jio, LeEco extending the price war to TVs, it could be
an early Diwali for buyers this year
After smartphones, the price war is
coming to televisions. Reliance Jio
and China's LeEco, two players with
deep pockets, are soon entering the
Indian television market with an
aggressive pricing strategy and
bundled content, which they expect
will pose a serious challenge to the
three top brands Samsung, LG and
Sony.
Reliance Jio will roll out a range of
smart LED TVs with various screen
sizes under the Lyf brand, currently
known for its 4G-LTE smartphones.
The TVs will make it to multi-brand retail stores and ecommerce platforms
sometime during this year.
LeEco, on the other hand, plans to launch its range of TVs by next month at a price
point where it won't make any profits, similar to its strategy of pushing
smartphones, said senior industry executives. Reliance is currently piloting TV sets
in three screen sizes: 43-inches, 50-inches and 65-inches. They are high-definition
4K screens, which will pair with Jio's upcoming 4G high speed internet services.
Currently they are being sold only at Reliance Digital stores and through employee
referrals.
Atul Jain, COO-smart electronics business at LeEco India said the company will
have disruptive pricing for its smart televisions with an aim to capture a significant
share. A senior executive with a Korean consumer electronics maker said both
Reliance and LeEco could become serious competitors if they start a price war.
Source: Economic Times
Italian luxury label Isaia to foray into India
Italian luxury menswear label Isaia is foraying into India. Isaia will be distributed by
Mumbai based Regalia Luxury. Founded in Naples in 1920, the brand, recognised
by its red coral logo has monobrand stores in Hong Kong, Milan, Moscow and New
York. Regalia Luxury will retail Isaia through Delhi in an on request format. The
company also retails brands like Swiss luxury watch brand Bovet besides British
shoemaker John Lobb and Italian suit brand Kiton. Debuting at Madison Avenue in
New York in September last year, Isaia is known for its made to measure suits, and
sportswear. The company produces its garments only in Italy in Casalnuovo di
Napoli.
"We believe that partnership with key independent retailers around the world is
essential and this is the reason we are exploring new and different markets, like
India. We feel that because of the abundance of colour and interesting fabrics that
we offer: the Indian gentleman will respond well to Isaia," said Gianluca Isaia, CEO
of Isaia.
Isaia said the company foresees an expansion into additional markets and
categories of merchandise with the collaboration and did not rule out a foray into
e commerce. "We recently launched e commerce in the US and Europe with a very
unique website thatfeatures not only the product that we sell but also information
on the brand, our history and Neapolitan culture. Extending this platform into
India and beyond is a very natural move," he said.
Source: Economic Times
POWERED BY MAXIM
What is Brexit and what is going to happen now that
Britain has voted to LEAVE the EU?
THE people of Britain have voted for Brexit from the European
Union (EU) in a decision which will transform this nation forever.
But what will happen next?
What is Brexit?
The people of Britain voted for a British exit, or Brexit, from the EU in a
historic referendum on Thursday June 23. The outcome has prompted
jubilant celebrations among Eurosceptics around Europe and sent
shockwaves through the global economy. After the result, the pound fell
to its lowest level since 1985 and David Cameron resigned as Prime
Minister of this country on Friday. The Conservative 1922 Committee
believes that his successor should take up office by September 2, at
which point the UK would embark on its two-year political divorce from
the EU. The next step is for Britain to tell the EU that it wants to go by
using Article 50 of the EU rulebook for the first time in history. But there
is now a short moment for reflection before Mr Cameron's successor
triggers this legal mechanism, which gives the UK two years to leave the
bloc.
The Brexit vote has sparked calls for a second Scottish independence
referendum because of majority of Scots voted to remain in the EU.
Spain's Government has also called for joint control of Gibraltar and
Sinn Fein is demanding a vote to unite Ireland and Northern Ireland.
What does Brexit mean for the economy?
The Brexit victory sent economic shockwaves through global markets
and UK stocks on Friday had their worst drop since the finanical crisis.
The pound on Friday fell to its lowest level since 1985 and emergency
steps are now being taken to calm the economic turmoil. Britain has
lost its top AAA credit rating.
There is ongoing uncertainty over what will happen when Britain leaves
the EU because it has to make new trade agreements with the rest of
the world. Supporters of Brexit argue that EU countries have every
incentive keep trading with the UK, which is a large importer of goods
and services. But Europhiles worry that foreign companies will be less
likely to invest here and could relocate their headquarters if Britain
loses access to the EU's single market.
Ahead of the referendum, investor Neil Woodford, founder of Woodford
Investment Management, described pro-European claims that the
economy would be damaged as “bogus”. Mr Woodford said: “I think it's
a nil-sum game frankly, whether we stay or whether we leave."
The Brexit vote is good news for exporters who have struggled with the
high value of the pound. Now Britain has voted to leave the EU, it will
no longer have to contribute billions of pounds a year towards the
European Union's budget. During the campaign Eurosceptics slammed a
Confederation of British Industry report that claimed that Brexit would
cause a £100billion “shock” to the UK economy.
The Treasury was also accused of “doom and gloom” after predicting
that a Brexit would cost households £4,300 a year by 3030, leaving
Britain worse off for decades. Anti-EU campaigners have rubbished
claims that a EU exit will push up the cost of the weekly shop, everyday
items and travel abroad. But there are still concerns about what will
happen to Britain's expats living in European countries such as Spain
and European footballers playing in the UK.
What will happen to immigration when Britain leaves the EU?
Eurosceptics say Brexit will allow Britain to take back control of its
borders in order to curb immigration and increase security. Britain will
no longer have to accept ‘free movement of people’ from Europe,
which Brexiteers say puts pressure on public services such as the NHS
and schools. Brexit campaigners have said that Britain will be free to
impose an ‘Australian-style points system’ to better manage
immigration and fill skill shortages here.
But the Remain campaign believes that Brexit will hit the British
economy, which relies on the free movement of EU migrant workers
such as health professionals. Some Europhiles have also said that Brexit
will compromise the UK’s ability to fight cross-border crime and
terrorism.
What will happen to Britain's place in the world?
Brexit campaigner believe that British voters have taken a once-in-a-
lifetime opportunity to restore Britain's sovereignty. Eurosceptics see EU
institutions as inherently undemocratic and argue that laws that affect
the UK should not be decided by bureaucrats in Brussels. Mr Johnson
argues that the EU has greatly eroded the public’s ability to elect
politicians to pass laws that matter to them.
But Europhiles argue that the UK will now wield less power on the
international stage because it will not be in the room when key
decisions are made. There are also fears that British workers, expats
and travellers will lose key rights currently enshrined under EU law.
Source: express.co.uk
 [E-COMMERCE & STARTUPS]
Tata CLiQ a ‘Phygital’ platform
Tata CLiQ is an amalgam of physical and digital or
phygital platform, where shoppers can order, collect,
return and exchange products from anywhere,
anytime, either online or at brand partners' stores.
The Target Group is a customer, conscious about brands and whose
expectation in terms of convenience and service is slightly higher, informs
Ashutosh Pandey, chief executive officer, Tata CLiQ.
The brand has been benchmarked against global players like Alibaba-Tmall
and John Lewis.
Kumar Rajagopalan, CEO, Retailers Association of India points out that the
big differentiator for established firms entering e-commerce marketplaces
would definitely be trust that customers have in these business houses.
Which is where the Tata pedigree can hold the new entity in good stead.
The service launches at a time when many of the assumptions about e-
commerce are being re-examined. According to Srinivas Murthy, former
SVP marketing at e-commerce major Snapdeal, being a late entrant has
given TataCLiQ the chance to implement the category do's and don'ts on
Day 1.
Source: Economic Times
Abof to offer on-spot alteration service
Aditya Birla Group-owned online fashion store
Abof is set to launch an on-spot alteration service
in Bengaluru and parts of Hyderabad after a
two-month pilot programme in Bengaluru.
The initiative will help reduce returns. Myntra
offers a similar service at a minimum cost of
Rs 50 to customers while ethnic products marketplace Craftsvilla started a
similar service to get unstitched material stitched through its network of
tailors. Abof has partnered with YourTailor.in in Bengaluru while in other
cities they will partner with similar startups to power this service through a
vendor-partner relationship. After Hyderabad, the programme will be
expanded to Pune, Mumbai and Delhi-NCR.
Source: Economic Times
Ola Money can be used across various e-comm platforms
Ola Money, the digital payment solution from
transport aggregator Ola, announced its partnership
with leading online marketplaces eBay, YepMe and
AskmeBazaar. This will allow customers to pay with
one touch from their Ola Money wallet. The Ola
Money app can beused for prepaid mobile phone
recharge across all network operators in India and for
sending money to friends and family. Recently, Ola Money also partnered
with Mumbai Metro to help commuters recharge their prepaid metrocards
and RSRTC- the Rajasthan State Road Transport Corporation as their
exclusive digital payment partner. Additionally, Ola Money has also
partnered with merchants like Cleartrip and Stayglad, Healthkart,
Doormint, amongst hundreds of others.
Source: Economic Times
Startups get much awaited tax exemptions
In a major incentive, startups can now issue shares to
investors at higher than fair value without worrying
about tax consequences. The Central Board of Direct
Taxes (CBDT) has notified the much awaited tax
exemption on investments above fair market rate for
startups. The effect of the CBDT's notification is that in
case a startup gets investment from resident angel investors, family offices
or funds which were not registered as venture capital funds, it will not be
taxed even if the investment is made in excess to the fair value.
Under Indian tax law, if an Indian company receives share subscription
amount from an Indian resident which exceeds the fair value of shares,
then the excess amount is taxed as income of the Indian company, said
Rajesh H Gandhi, Partner, Deloitte Haskins and Sells LLP.
"The notification now exempts startups from this rigorous provision. This is
a welcome relaxation and would ensure that startups can issue shares to
investors at higher than fair value without worrying about any tax
consequences," Gandhi said.
A similar exemption already exists for Venture Capital Funds (VCFs).
Source: Business Today
POWERED BY MAXIM
Ab ki Baar, it's online bazaar for Modi Sarkar
A portal called GeM, short for Government
e-Marketplace, has been conceptualized by the
government's central purchase arm to allow
government officials to make routine office purchases
from cups and saucers to laptops and printers online.
Officials estimate that expenditure on commonly used
office items ranges between 10% and 20% of the
government's non-plan expenditure, a figure which
stands at Rs 14.28 lakh crore for fiscal year 2016-17. That translates to potential
purchases of Rs 1.4-2.8 lakh crore. To put that in context, Flipkart was aiming to sell
goods worth up to $12 billion (Rs 80,000 crore) by June 2016.
The project is being fronted by the Directorate General of Supplies and Disposals. The
portal, which aims to sport an interface similar to modern ecommerce sites, will also
offer services, in addition to goods. These could be mass procurement of flowers to
adorn the desks of officers or booking taxis for official pickups and drops.
The government is at present working on rolling out a pilot project in a month which
will offer a handful of products including laptops, desktops, printers and photocopiers
along with one service - booking taxis.
Afull-blown rollout is expected early next year. The interface is being architected by
department of electronics and information technology. A professional IT service
provider will be roped in for the project.
Source: Economic Times
Gaana.com, Uber announce a strategic partnership
Taxi aggregating app Uber has partnered with music broadcasting
service Gaana.com to enhance riders' experience. Through this tie-up, Uber riders will
be able to listen to songs of their choice while riding the cab. The pilot project will
begin in Mumbai, across Uber Brands - Uber Black, Uber Go, Uber WiFi and Uber SUV.
Riders will be offered a two months Gaana+ subscription as part of this activation pilot.
Source: Economic Times
Amazon tying up with Vodafone to acquire 'hesitant' customers
In order to expand its offline reach in India, Amazon has tied up with
Vodafone India to give a touch and feel experience of smartphones
which are sold exclusively on its platform like One-Plus. They have
started pilots of this sevice in Bengaluru across 40 stores owned by
Vodafone. The tie up with Vodafone follows the expansion of
Amazon's assisted shopping programme, called Udaan, to over 1,000 outlets in tier II
and III cities across the country.
As part of the tie-up, each Vodafone store now has a display case with mobile phones
listed on Amazon and a product specialist trained by the etailer. Customers can try out
phones, especially as several smartphones are now exclusively launched and sold on
Amazon India without any offline presence. Customers can order the product online
from the store, and also come back to it for any post-purchase help.
Source: Economic Times
Uber partners with Tata to provide finance and insurance facility to
drivers
Cab aggregator Uber Technologies has tied up with Tata companies to
offer customized vehicle financing and insurance plan for drivers.
This initiative has been piloted in Hyderabad.
n August last year, Tata Group's private equity arm Tata Opportunities
Fund (TOF) had invested around $80-100 million in taxi-hailing app
Uber. This was the first investment made by TOF in a tech startup.
The financing solution will be provided by Tata Capital Financial Services & Tata Motors
Finance and also avail insurance from Tata AIG. Tata Business Support Services will
provide operational support for drivers. Through this initiative, Uber is targeting over
20,000 drivers to start their business on Uber platform.
Source: Economic Times
Ola may offer subscription services for cab rides
India's largest taxi hailing service Ola is set to launch a subscription-based
service for its taxi rides, reports Tech In Asia citing sources. It says
the new service called Ola Exclusive will allow users to pay for their
taxi rides at the end of a billing cycle.
These subscriptions could be on a weekly, monthly or quarterly basis and will also offer
additional services like free Wi-Fi, better availability of cars and rewards, the report
also added. Previously, Ola had launched a similar initiative 'Ola Select' that offered a
clutch of benefits like ride upgrades and free in-cab Wi-Fi among others to select
customers but without any subscription fee.
Source: Economic Times
 [MARKETING GYAAN] POWERED BY MAXIM

The Family Life Cycle Why customer reviews and recommendations are
most important nowadays?
Word of mouth has gained immense popularity nowadays. The simple reason for
this is that there is so much advertising and so many options that even the
customer gets overwhelmed and hence delays his decision making. Ultimately, if
one of the friends of the customer has used the product and he has a positive
review or recommendation for the said product, then the customer ends up
buying that product.
However, in the world of online marketing, or other services for that matter,
word of mouth also does not work because many a times you don’t have
someone to talk to. Hence, the important role in Ecommerce is played by
Customer reviews and recommendations.

Here are a list of reasons on why customer reviews and recommendations are
In 1960’s, based on their research Wells and Gruber came up with a new important nowadays.
concept of segmentation, called the family life cycle. Family life cycle can 1) Positive review = profitability.
be a part of the segmentation targeting and positioning triangle or even the Quite simply said, if the right positive review hits the right chord with the
consumer buying behavior study as it concerns itself with the various prospect, then he can be converted to a customer just because of the correct
phases and generations of people present within an individual family and customer review that he read. You see a lot of people buying products online
how to target them with your marketing efforts. just because they saw five stars and read some great comments in the reviews
The concept has grown in popularity in the last few decades because of section.
being applied in different kind of industries with successful results. Until
now you might have heard about product life cycle or customer life cycle. 2) Decision making
However, the family life cycle is focusing on shopping styles, information Nowadays, it is mandatory to
use and decision making differences by a person in the different stages of make decisions by first checking
his life. things online. if you plan a
travel between the beautiful
Europe or the exciting Australia,
Stages in the Family life cycle
who would you go to, to help
1) Bachelor stage in the family life cycle – During the bachelor stage people
you in decision making? First will be the travel agent, and second will be sites like
are usually characterized by being interested mainly in appearances.
travelocity, tripoto etc. You might even read blogs of Europe and Australia to find
Therefore, people at this stage tend to invest more in fashionable clothing
out the best customer reviews and recommendations for hotels, places to visit
and vehicles. Impulsive buying as well as premium buying is a common
etc. It will ultimately depend on your personality whether you decide to go to
characteristic of the Bachelor stage.
Australia or Europe. But you are sure to read all customer reviews and
2) The newly married couples – In the family life cycle, the new married
recommendations before taking the decision
couples are considered to be in a better financial position in the initial stage
due to the absence of children. It might be possible that both, the husband
and wife, are earning members. Thus, the buying decisions focus on quality 3) Absence of personal salesmen
and not quantity. A family person will always think about savings and In most retail showrooms, especially the
insurances, and at the same time, they will invest in long term products like ones of electronics, a personal salesman
good furniture, new home, etc. Once married, they are less prone to helps you make the decision on which
impulsive decisions. products to buy. However, when you are
3) Families in full nest 1 and 2 (and in some version also 3) – This segment comparing the best colleges or classes you
of the family life cycle consists of families already having children. The want to put your son or daughter into, do
number of children may vary and hence they are categorised in Nest 1, you know who is your personal salesman?
Nest 2 etc. The purchases of these people are dominated by the children’s It is the parent who has already
needs mostly. Thus, people having 2 kids are likely to save money and experienced those classes or colleges.
spend more in the future of their children (this is most targeted by Now the reviews and recommendations of these parents will help you in
insurance companies and products like Boost and Complan). deciding which college or classes you want to opt for. The absence of a guide
4) The last category in the family life cycle is the solitary survivor. This can does not affect you, if you have the reviews and recommendations of other
consist of either a widow/widower who are still working or who are retired. customers.
Their main focus is on savings and their purchases are dominated by In any business there will be unfair reviews. However, unfair reviews do not
accommodation and medication mostly. mean loss of too much business. It is just a handful of customers who were not
What all these stages have in common are the criteria based on which they satisfied by your products. If the number of negative reviews goes high, then the
are formed involving age, marital status, career, disposable income and product which is causing the negative reviews, needs to be revamped or
either presence or absence of children. Thus, based on all four type of removed from your portfolio. These are the best advantages of customer reviews
segments, the typical demography can be made and targeting can be and recommendations.
carried out accordingly. Source: www.marketing91.com

Advantages of Family life cycle

The main two advantages of the family life cycle concept is The Burrito Principle
•It provides a technique of anticipating the market growth through market
estimation, by forecasting the number of persons entering into each stage When is the best time to post to
of a cycle in one year. social media?
•It provides an overview of the variables which affect the entry of a family During someone’s downtime—say,
into the different stages of life. Focusing on the demographic patterns and when they’re eating a burrito.
social trends of people, the family life cycle concept describes the effect of That’s the basis behind the Burrito
time on a family through the different stages of life focusing on their Principle, an idea brought forth by
patterns of consumption and spending based on their income. Darian Rodriguez Heymanof Social
Source: www.marketing91.com
Media for Nonprofits.
Heyman even goes so far as to
The 2 Pizza Rule suggest a handful of downtime
windows that could be ideal
To show that coined phrases exist even on the outskirts of marketing ideas, moments for catching up on the
I thought I’d highlight one of the more popular marketing/team-building latest social media postings.
rules out there: Jeff Bezos’s two pizza rule. (The lunch time window is where the principle gets its name; people like to eat
If a team can’t be fed with two pizzas, it is too big. burritos for lunch.)

This rule came about as Bezos built teams at Amazon. He strived for a lean 8:30 a.m.—commuting to work
approach to team-building, understanding that there are costs involved in 12:30 p.m.—eating lunch
expanding a team too rapidly or too far. You might consider the same idea 5:30 p.m.—commuting home
as you build a marketing team or as you scale your content and social 10:00 p.m.—after the kids are asleep
strategies.
 [AD CAMPAIGNS] POWERED BY MAXIM

Brands At The Kumbh Mela What Were Indian Brands Up To This Father’s Day
Airtel splashes Ujjain's walls, ghats with 3G ads FoodPanda
The twitter campaign #MyDadCEO (Chief Eating
As an outdoor brand initiative, Officer) asks kids about their father's odd
the telecom service provider eating habits, weird food combinations and
has undertaken a beautification favourite chakhna (snack) along with various food
drive at all the major ghats, habits of fathers. The mobile food delivery
including Triveni Ghat, Gau Ghat, marketplace is also offering various offers and
Sidhwat Ghat and Mangalnath discount vouchers to woo maximum number of
Ghat located on the banks of customers.
the Kshipra river. The brand
has organised a visual treat for LG
pilgrims with a medley of wall paintings of spiritual and mythological The multinational conglomerate has decided to stand-out
relevance. These paintings, inspired by themes such as the zodiac, sadhus, this year with its very powerful idea of being a Father. The
saagar manthan and celestial figures, have been provided by the Department video film is about the single mothers who played the role
of Drawing and Painting -- Higher Education (MHRD). Significant measures of a father in the life of their kids.
have also been taken to ensure high quality network and service experience. In the video film, kids talk about their aspirations, likes
Source: www.afaqs.com and their father's contribution to their everyday life. The
funny, odd conversation about the fathers concludes when the kids introduce
Tata Salt at Kumbh Mela: One lakh branded plates, 35 tonnes of salt, their fathers, their mother and the single parent who stood tall and
15 'akharas‘ empowered to become a proud parent.

The brand, in its effort to restore the long- Google

lost tradition of having a pinch of salt before a
meal, (a custom believed to be auspicious,
life-giving, and life-preserving), along with
experiential marketing agency The Brand
Brewery, undertook a two-step initiative to
do so. It distributed one lakh branded 'thalis'
to 15 'akharas' at the Kumbh Mela venue,
on which to serve food to devotees visiting
the Mela. The 'thalis' were so designed that there was a special section for
salt, which the brand believes is its way of 'bringing salt's age-old glory to the
masses'. The copy on the plates reads 'Kariye Shubh Bhojan Ki Shuruwat, Ek
Chutki Tata Namak Ke Saath'.
To add to it, 35 tonnes of Tata Salt have been distributed to the 15 'akharas'
at the Kumbh Mela venue, meant to be used in the preparation of the meals.
The campaign plans to reach approximately 50 lakh pilgrims through the
distribution of salt, in addition to the one lakh people who have already been
a part of the product branding.
The campaign has not made use of any other media mix. There is on-ground
static branding like branded balloons, being sold at the Kumbh Mela venue,
as well as help desk branding.
Source: www.afaqs.com
'The Hero- A Bollywood Story', the short film by Google makes a direct entry
to the heart of every viewer. The film is the story of a son and his father who,
40 years back, wanted to become a Bollywood hero but couldn't make it
happen. Instead, he ended up doing a job at a cinema house at his home-
town and is about to get retired now. His son, who stays in Mumbai, wishes
to take his parents to Mumbai after his father's retirement.
The story is all about how, with the help of Google, the son makes his father a
true Bollywood hero by taking him to various shooting destinations of India.
The film ends with a pleasant surprise for the father by his son.
BankBazaar
The first thematic digital ad campaign by
BankBazaar, #ThankYouDad, pays an ode to fathers
as the first port of call in a person's financial
decision making. The campaign is based on the
insight that a father is the first person who
teaches the first lesson on financial planning and everyone turns to their
father for all kinds of financial advice. The new digital advertisement
campaign has been conceived and conceptualized by ad veteran Manoj
Shetty, ex-Ogilvy Group Creative Head.
Source: Adage India

India At Cannes Lions 2016

BBDO India Bags Bronze in Entertainment Lions patterns and pictures that reflected what the team calls 'highway culture'.
The condoms were distributed at health clinics, service centres, highway
BBDO India was chosen as the winner eateries, petrol pumps and convenience stores, by TCI Foundation, a
from India. For the record, the government-backed organisation. Here's the best part - this was a 'zero media
category had only one shortlist spend' initiative.
from India this year. BBDO India's Dads
#ShareTheLoad has won in the PHD India won a Bronze Media Lion for its 'Lo Kar Lo Baat' campaign for
Online: Fiction 15 minutes or under in HUL's detergent brand Active Wheel
Length sub-category. The campaign
was done by Red Ice Films and About 90 million married couples in rural India live apart because one of them
executed for P&G's Ariel Matic. The film very subtly questions whether laundry is away trying to earn money for the household. Mobile phone calls, the only
is a women's job. The campaign has been shortlisted as winner in several way of staying in touch, are too expensive for these couples. To mitigate this
categories in Cannes Lions 2016. problem, HUL's laundry brand Active Wheel created a new mobile service
Source: Adage India through which couples could make a three minute phone call for free.
The campaign targeted villages that had
Rediffusion Y&R won a Silver Media Lion for its 'Dipper Condoms' just about 30 per cent media coverage
initiative for Tata Motors and low literacy rates. Ten million packs
of Wheel, that displayed a special free-
Truck marketer Tata Motors wanted to to-dial phone number and the promise
promote safe sex among Indian truck of getting a call back from actor Salman
drivers. According to studies, around Khan (brand ambassador of Wheel),
two million truck drivers visit sex were distributed.
workers during their long journeys When those who dialed the number did receive the call back (in Salman's
across India's winding highways at night, voice), they were asked to dictate the mobile number of their loved one. And
but only 11.4 per cent of them use voila! Suddenly, they were on a call with their long-distance spouse. This was
condoms. AIDS awareness was found to be low, and about 16 per cent of the done using a software that recognises 19 different Indian dialects.
drivers were found to have STDs. What's in it for Wheel? Well, while the call is being connected, an ad for Wheel
Tata Motors wanted to reach out to truck drivers in remote, media and is played. The campaign has helped connect 16 million people (that is, eight
internet-dark locations, in a language they understood best. So, the company million couples). Wheel Active has seen a 145 per cent increase in top-of-mind
created a condom brand called Dipper. About six million trucks on Indian roads awareness and a 14.5 per cent growth in sales volume. Ten months after the
have this message painted at the back - 'Use dipper at night'. It is a message first batch of packs was distributed, the team continues to get two lakh calls
that urges the driver reading it to dim his headlights at night. per day.
The condoms were manufactured by HLL Lifecare. They were distributed in Source: afaqs.com
'condom wallets' and the packaging had 'truck art' on it, that is, colourful
 [DECODING MARKETING]
6 Reasons competition is good for Business – Benefits of
competition
Most of us are tired of competition. Majorly because it takes away business
from us. But overall, there are many benefits of competition. When there is
no competition, complacency and inefficiency is imminent. Instead of
generalizing the concept, let us delve deep into why Competition is good for
business.
1) Awareness & Market penetration – The more the competition, the
more the awareness of the product. When the competition rises, it pushes
an idea so much that the idea catches on, and the product then receives a
better acceptance in the market. Digital television was one such idea and so
was social networking. At the time of Myspace, there were few competitors.
But today, besides Facebook people use Instagram, Pinterest, Snapchat and
various others.
2) Higher quality at same prices – When the competition rises, the prices
drop. As the prices drop, people get good quality products at the lower price.
This is why competition is good for business. It maintains a high quality even
at lower price. The bottom line gets affected, but the consumption increases.
3) Consumption increases –This is because the penetration is higher, the
quality is better and most importantly, people can afford at the competitive
price. One of the fundas of pricing is competitive pricing, wherein a player
prices a product based on competitors’ pricing. Wherever such pricing is
used, the market has huge consumption levels, and a dollar here or there
makes a huge difference to the bottom line.
4) Differentiation – With competition, the players try to differentiate
themselves. This leads to better product development, faster product
upgrades and product innovation. Overall, it increases the market size
considerably.
5) Increases Efficiency – When competition tries to over throw you, you do
business better. You use your resources better, there is minimal wastage, and
you want to capture the market faster. All this means, you are working at
your optimum level, and your work is efficient, giving you a better
bottomline.
6) Customer service and satisfaction – Customers get excellent service
because if they are not served well, they will move over to the competitor.
Their quality of life is continually increasing, and all this is happening at an
excellent price.
Source: Marketing91
5 Times the Next Big Thing Failed to Kill the Last Big Thing
For digital marketers, layering communications is key
One of my favorite debates in digital marketing goes like
this: When will email be replaced by (fill in the blank)? Or
when will brands stop using SMS? Even the Internet is
challenged: When will apps or Facebook kill the Web?
Rather than defend any individual digital marketing
channel, I want to highlight this important fact: So far,
nothing has replaced anything in digital marketing. Instead, we've seen a
layering of new digital channels on top of existing channels, which creates a
rich tapestry of ways to connect with customers. The Internet of Things adds
even more options for customer-to-brand interactions.
It's striking how new channels typically build upon others instead of tearing
them down. Here are five examples of this layering in action.
Amazon hasn't killed the retail store
Retailers have long been concerned about online
stores' hassle-free shopping and wide inventory.
As the largest online retailer, Amazon is often
seen as the biggest competitor.
But instead of wiping out retail, online stores'
personalized product review and digital
marketing programs are actually driving people to physical stores.
Showrooming—trying on or testing items in retail stores with the intent to
purchase online—didn't signal brick-and-mortar's decline. Instead, reverse
showrooming (researching items online on sites like Amazon to purchase in-
store) is actually more common than showrooming in the U.S., where 69
percent of people reverse-showroom while 46 percent showroom.
Digital hasn't killed print
Magazines, handwritten letters and direct mail ads aren't museum pieces;
they're still part of everyday life. Print hasn't disappeared from marketing
strategies, either. Instead, print marketing is evolving from spray and pray to
on-demand and one-to-one.
Companies wanted to send customers triggered, unique print messages as
part of an overall customer journey. The average journey merges both physical
and digital components, so to entirely ignore the print side is a marketing
mistake.
POWERED BY MAXIM
The Snickers 'Hungerithm' Will Drop Its Candy Bar Prices
When You're in a Bad Mood
Brand and Clemenger BBDO
Develop a 'Hungerithm‘
Snickers wants to make it as easy as
possible for you to grab one of its
candy bars when you're pissed off and
hungry, so along with its Australian
agency Clemenger BBDO Melbourne, in
Australia, the brand is dropping its
candy bar prices whenever you feel out of sorts with the "Snickers
Hungerithm." The special algorithm monitors the current mood of consumers
online, and when it notices that people are starting to get angry, it drops the
candy bar's prices accordingly. For example, if something huge happens to
enrage audiences -- as the brand notes in its statement, like if Donald Trump
gets the endorsement of the Republican Party, the "Hungerithm" might send
Snickers prices diving to as low as 50 cents.
Consumers need to visit Snickers.com.au to check out and claim a lower price
by clicking on the "Get a Snickers" button. The site will generate a barcode
coupon, which consumers can use at any of Australia's 630 7-Elevens, which
has partnered with the brand to bring scale to the idea.
The idea uses data to drive the "You're Not You When You're Hungry" tag in a
fun way. The Hungerithm updates more than 140 times a day, and the angrier
consumers get, the lower the prices will go -- down to as much as 82% off its
shelf price. The Hungerithm is based on a 3,000-word lexicon and also
understands slang and sarcasm. It will be applied to determine the sentiment
of about 14,000 social media postings a day.
"Considering how quickly the Internet can swing from a place of sharing and
enlightenment to one of incredible vitriol, we felt this was the perfect way to
bring the, 'You're Not You When You're Hungry' platform to life," said
Clemenger BBDO Melbourne Executive Creative Director Ant Keogh in a
statement. And given that Aussies aren't the only ones who ever get pissed
off, Snickers Marketing Manager Renee Lewington said, "We're hoping this
shows consumers that Snickers is on their side during trying times, and we
plan to satisfy even more hungry consumers by rolling the Hungerithm out
globally in 2017.“
Source: creativity-online
Mobile messaging hasn't killed email
LINE, WeChat, WhatsApp and their contemporaries keep people in touch, no
matter where they are in the world. That immediacy and mobility has led
some to foretell the death of email at the hands of messaging.
Yet email remains the top channel for the majority of in-office dealings and
brand-to-customer communications, and plenty of personal conversations,
too. Mobile has actually reinvigorated—not obliterated—email, with 53
percent of emails now opened on mobile devices.
Instagram and Snapchat haven't killed Facebook
If there's one thing modern marketers love, it's data. We have access
to more data than ever, but we must be cautious about the
conclusions we draw from it. I've seen study after study surveying
consumers on their channel preference, proclaim that young adults
and teens prefer Instagram and Snapchat to Facebook. In reality,
Facebook is growing. This past August, for the first time, 1 billion people used
Facebook in a single day. That was no accident as Facebook regularly innovates
with new features to keep users coming back, like live video for public figures
and auto-play video. Instagram and Snapchat are growing, too, but Facebook's
growth globally and among older users is nothing to sneeze at.
Ad blocking won't kill great advertising
Apple's iOS 9 introduced a new ad-free environment for
iPhones, but ad blocking is an old-school service. Think
back to the pop-up blockers you likely installed on an old
PC. While ad blockers are indeed becoming more popular
and sophisticated, new ad platforms are also driving innovation for both
customers and marketers. These new ads are emotional and entertaining
storytelling vehicles, just like the best ads always have been. Add in the
possibilities for super-targeted personalization and you can appreciate why the
future of online advertising is bright. Ad blocking increasingly looks like the
end of the Web cookie-based ad targeting era and a move into more
personalized "in the feed" ads, which yield better results for marketers and are
more engaging for customers.
In this complex world of customer communication, channels rarely die. It's my
mantra that a marketer's goal should be marketing so good it's customer
service, and customer service so good it's marketing. Echoes the Harvard
Business Review: "The new frontier of marketing will be service, not sales."
That means you'll probably need to include some of the channels that people
said would be dead by now. I hope you didn't bury them.
Source: Adweek
 POWERED BY MAXIM

About MAXIM Alum Speak

Name :Arya Balabantray
MAXIM, the Marketing Association of XIMB, is the oldest students' association in Batch :2014-2016
XIMB. MAXIM has been making marketing fun and relevant for students of XIMB
for the past 26 years and is still going strong.
What prompted a career in marketing ?
MAXIM aims to provide opportunities to students and helps them in getting a
It goes back to a childhood fascination with
practical exposure of various marketing concepts taught in classrooms.
ads , and then connecting the dots growing
A firm believer in the principle of sharing knowledge, MAXIM comes forward with
up and actually interning with Percept/Sunburn
different initiatives thereby inspiring students to understand the intricacies of the
to realise it. Don Draper might have been a wee bit responsible too.
sales & marketing world and apply their aptitude to tackle the various problems
related to the field.
A brief about your current professional role: A Product Manager in
We use our in-house talent (students who work in tandem with our celebrated
charge of acquisition and retention, revenue growth and base growth for
professors) to undertake independent projects on Market Research, Sales Strategy
the Odisha circle in the Postpaid vertical.
Development, Advertising and Brand Building. Our focus is to enhance the learning
of our students and increase growth opportunities for our students.
Describe your role in MAXIM: Business Development. I was responsible
for Tie-ups and Sponsors for Maxim-Mela, M-power and Mercatique;
Mercatique generating leads and converting them for the same. During my time we
managed to pull off some Big names.

Mercatique is the annual Marketing Conclave conducted by MAXIM which brings
together the best minds in the marketing domain on a single interactive platform.
Mercatique enables students to interact with industry experts and discuss recent
trends in Sales and Marketing. The event has been developed to help the students
gain new perspectives on existing and emerging market situations.
MAXIM Events
How has the stint with MAXIM helped you in your professional life?
Simple. Maxim helped me be confident, take accountability and deliver,
similar to what happens in corporate. This made me believe in myself.
New trends/avenues in the marketing field: Analytics! Marketing
supports sales function. Calculated decisions are taken, that are realizable.
Analysis of past trends, consumer behaviour, and many other factors
determine whether a new product or an existing one needs a push or not.

MAXIM had the great opportunity of being a part of the Bhubaneswar Smart City
Project. We were given the task of conducting market research on mobility
solutions and creating citizen engagement to boost the social media activity of the
Smart City Bhubaneswar page. This was held from 31st Oct- 10th November across
18 locations in the city with a team of 120 volunteers. Their work was covered
widely by various forms of media and was highly appreciated.
The government has already undertaken various measures like the Rahagiri day
every Sunday based on our analysis from the research. Many such solutions will be
implemented soon which will help make the city a better and smarter city in the
coming years.
Tips for students currently pursuing marketing: Books! We have
become a PPT referring generation. There are wonderful cases in all the
Marketing textbooks issued in XIMB which will help you have a better
grasp over the concepts. MS Excel is mandatory. Read and explore as much
as you can in the field of marketing.
Some tips for placement in marketing companies: Get your basics right
and most importantly, be honest! This will go on to show that you are
proactive and have a penchant for solving problems. Anticipate questions
from your CV.

Name : Pradyumn Pasari

Name : Bhasker Shrestha
Batch : 2014-16
Batch : PGDM BM-14
What prompted a career in marketing ?
What prompted a career in marketing?
Before joining XIMB, brands was something
With new start-ups mushrooming, the rules of
that always fascinated me. Sales was something
traditional marketing are being challenged everyday.
I wanted to try my hands on. When I joined
These are exciting times, with almost limitless
XIMB, MAXIM helped me understand this in a better way and guided me in
possibilities in this field. This motivated me to choose a career in marketing; and
finding my self in this field.
be actively involved in shaping the future of a brand/organization.
A brief about your current professional role: Presently a Sales
A brief about your current professional role: As a Business Manager with
Management Trainee in Bajaj Auto.
Maxus, I handle media planning for Tata Global Beverages Limited—right from
launches, re-establishing the brand proposition & gaining market share. Achieving
Describe your role in MAXIM: I was the coordinator of Maxim for 2015-
the business objective by mapping it to different media is my most important KPI.
16. As a coordinator I was responsible for all the activities of the
committee. I had to ensure the proper functioning of MAXIM and make
Describe your role in MAXIM: I was a part of the Content & Competition vertical
sure all the stakeholders of Maxim, the students, the professor and the
in Maxim. While being a part of Content, our endeavour was to publish relevant
alums were up to date with our activities, and also obtain their
articles and interact with industry experts for their insights.
suggestions and experience about the corporate world.
How has the stint with MAXIM helped you in your professional life?
How has the stint with MAXIM helped you in your professional life?
MAXIM has helped me be passionate, agile, collaborative and entrepreneurial in
taking ownership and responsibility of the tasks assigned to me.
Leading a team of close to 50 people, helped me understand their
different ways of working, and adapting my self to get the work done.
New trends/avenues in the marketing field: Next Wave: Phygital Environment.
Negotiating with the college authorities and with other sponsors for the
This new trend talks about the convergence of the real and the digital world and
various events, being the single POC for the authorities, owning the good
acta as a great tool to activate marketing ventures and branding exercises.
and the bad decisions of myself and the team, team work, and dedication
to tasks—this list never ends.
Tips for students currently pursuing marketing: A student pursuing marketing
should always go through loads and loads of case-studies, both successful &
New trends/avenues in the marketing field: If you are a marketing
unsuccessful. Key learning should be incorporated while framing the strategy.
student, you should know this.
Some tips for placement in marketing companies: Usually marketing
Tips for students currently pursuing marketing :
companies tend to incline towards case studies. In a 10 min interview, nobody is
Read and learn. This is the only thing that will take you forward. No one
expecting you to come up with a solution right then and there; it’s more about the
can teach anyone marketing apart from yourself, realise this fast.
thought process. One needs to ask intelligent/relevant question pertaining to the
business problem. A classic example is when the HR asks you to sell a pen. Many
Some tips for placement in marketing companies :
of us directly get into the qualities of the pen and how it’s a bargain of a lifetime.
Be yourself. Don't try too hard. Keep tight even when you are not able to
That is a cardinal sin. One should first try to understand who the customer is; what
crack a few companies. Believe in yourself. Don't be over confident. Be
is his need state and accordingly frame the draft for the pitch. It’s about making
passionate. Know your resume in and out. And of course know what sales
your product relevant to the customer and telling a compelling brand story.
and marketing requires, and if you have that in you.
 [AD CAMPAIGNS]
POWERED BY MAXIM

Getty Images
Agency: AlmapBBDO
Smokenders: Excuses
Agency: Not Norm
Mollie’s Fund
Agency: Area23

YO BK Yoga Studio
Agency: JWT

Dabur Gastrina
Canadian Dental Association Agency: McCann
Agency: DDB
Shieldtox Naturgard Premier Kitchen Towel
Agency: Euro RSCG Agency: McCann

Nissan Juke

Editorial, Sales & Circulation Content Contribution

Gitanjali U Nair Gitanjali U Nair
Swayamsiddha
Resma Nair
Head Business Development
POWERED BY MAXIM Keya Paul
Resma Nair Design Team
Pratik Singh Keya Paul
Swadhin Das