Mirror of Marketing - MDI Murshidabad
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September, 2021
Mirror of Marketing
Vol.1 | Issue no. 1
ISSUE NO. 1 | SEP. 2021
Markrone
An adept communicator, the mind of a strategist, and intellect
full of titillating ideas. Amalgamation of such virtues – One
About Us
becomes an ace marketer. MarKrone, the Marketing Club of
MDI Murshidabad, stands for all these virtues and more.
A club run by and for the students, created with the purpose of
grooming marketing talent of fellow students in tandem with
keeping them abreast with events across the marketing
universe and providing a platform to the marketing
enthusiasts to showcase their skills in every possible vertical.
We eagerly look to create opportunities for growth throughout
the spectrum by collaborating with industry stalwarts and
peers in the marketing community.
Inspire. Educate. Entertain
Contents
1.COVER STORY
2.HISTORY
3.THE JOURNEY
4.BRAND WARS
5.KONNECT QUIZ
Markonnect - Mirror of Marketing
ISSUE NO. 1 | SEP. 2021
1
A WORD FROM OUR MENTOR
Dr. Naveen Pol
Assistant Professor, Marketing.
The marketing ecosystem is fast evolving in recent years. The world has
witnessed numerous instances where in organizations have postulated paradigm
shift over the conventional business practices. The company’s adoption of
ongoing trends and developments in their micro and macro environment has
become need of the hour. Management development Institute – Murshidabad
(MDIM), is one of the leading business schools in India which strongly believes in
sourcing intellects who will further be a part of such challenging business
dynamics.
“Markrone” the student driven unique marketing club at MDIM, constantly strives
itself in bridging the gap between, business environment and student thought
process. The club has been floating attractive activities like the Trivianni Tuesday,
MENTOR'S NOTE
Logo Rhythm, Webinars and the likes. It has been a rollercoaster ride so far, and
as a mentor I feel extremely proud of the proactiveness and effort put in by each
and every member of the club. I further have same sense of confidence with the
newly joined members of the group. I wish the team a successful way ahead and
would like to thank team Markrone to having me as their mentor.
I proudly present to you our newest addition, the newsletter "Markonnect". Hope
this augments your acumen.
Markonnect - Mirror of Marketing
ISSUE NO. 1 | SEP. 2021
2
WHY CRED IS A GAME-CHANGER?
-DALJEET SINGH BHOGAL (21PGDM063)
How many of you remember CRED's viral CRED held a Mega Jackpot during IPL 2021,
Rahul Dravid ad that went viral across India? where fans could win iPhones, Bitcoin, a Tata
Seeing Dravid in the role of an angry man is Safari, a complete home makeover, and free
bound to catch anyone's attention, and this is flight tickets for five years. Along with this,
what CRED advertisements are known for: during the IPL 2021, CRED launched the Power
portraying well-known Generation Y Play Campaign, in which consumers could
celebrities in advertisements that grab receive 100% payback on their bill payments if
everyone's attention. they paid during powerplays.
CRED understands that their target CRED's main business strategy is to get people
demographic is Generation Y, which is why talking about their products through their
we seldom see new generation Bollywood advertising campaigns, and each of their
celebs in CRED advertisements. CRED has one strategies has two things in common:
of the most creative, eye-catching, and Distinctiveness
entertaining ad campaigns in the industry, The ability to create brand awareness and
which has resulted in positive word-of-mouth recall.
that people love to talk about and utilize as a And how can we forget the man and founder
social currency. Kunal Shah, whose vision is to make India a
creditworthy country by paying its credit bills on
It's also a huge player in Social Media time and improving its credit score. Today,
Moment Marketing, where businesses are people are familiar with CRED primarily because
latching on various trends and providing of Kunal Shah's personal brand, which he has
relatable content that correlates with their developed through his Twitter accounts,
business models. CRED also tried a fun webinars, podcasts, and other mediums.
technique in 2019, sending Cakes to users as
a gift for paying their bills on time. CRED Even though this startup is losing money, it is
launched Mega Jackpot in IPL 2021, giving still receiving funding because the future is a
COVER STORY
fans the chance to win an iPhone goldmine for CRED as it identified three major
pain points for credit cardholders: hidden
charges, late fees, and extra interest, and it is
now solving all of these pain points for credit
card users in India & simultaneously changing
human behavior so that customers will never
return to traditional methods of their bill
payment.
To summarise, CRED is known for its viral ad
campaigns, aggressive marketing tactics, cash
backs, lucrative discounts, and changing the
behavioral design of paying credit card bills,
and it is unquestionably a game-changer for
the Indian startup ecosystem, as well as a great
teacher for other startups to learn from.
Markonnect - Mirror of Marketing
ISSUE NO. 1 | SEP. 2021
3
I.T.C- A TIMELINE
- RAVI MISHRA (21PGDM081)
Established in 1910, ITC conglomerate that 2000: Lifestyle Retailing
consists of various consumer goods including ITC entered the Lifestyle Retailing business with
food, personal care, tobacco, and branded the Wills Sport quality relaxed wear for men and
apparel. The group also has various other women. In 2000, the information technology
businesses such as hotels, paperboards, business of ITC was spun off into a subsidiary,
packaging and information technology.Imperial which became known as ITC Infotech India
Tobacco Company of India was established on Limited.
August 24, 1910. The name India Tobacco 2001: Packed Food Pack
Company was first used in 1970. and then Started with the launch of Indian Kitchen Ready
changed to I.T.C. Limited in 1974 to Eat Gourmet in August 2001. In 2002, ITC
In 1925, the Company's packaging & printing forayed into the confectionery and staples
business was established as a strategic segment with the introduction of Mint-O and
backward integration of its cigarette Candyman confectionery and Ashirwad Atta
businesses. It is today regarded as the most (wheat flour) brands. Sunfeast was established
sophisticated packaging house in India in 2003 when the company entered the biscuit
The years following the launch of the Hotels segment. ITC enters the fastest-growing fast-
business ushered in an era of significant food category with Bingo! in 2007. In 2010, ITC
changes in the Company's life. In 1975, with launched the Sunfeast Yippie! Entering the
their first hotel in Chennai today they have over Indian fast-selling noodles market. In September
100 owned and managed properties spread 2014, ITC introduced GumOn Chewing Gum
across India marking the entry in the gum segment. The
In 1979, the Company entered the Paperboards company entered the fruit and beverage-based
business by marketing its products under the beverage market in January 2015 by launching B
brand name ITC Bhadrachalam Papers Natural Fruit Beverages.
In 1990, the company's agri-sourcing expertise ITC was shifted to the dairy category with the
was leveraged to set up the Agri Business launch of Ashirwad Swasti Ghee in November
Division. This division is one of the largest 2015 with the launch of Sunbean Gourmet
exporters in India Coffee in July 2016. In February 2017, ITC
In 2002, ITC launched the Paperkraft notebook introduced ITC MasterChef's Safest Spices - the
brand. To cater to the needs of a wider student first variety of spices introduced in India,
population, the Classmate range was launched offering high-quality export spices to the Indian
in 2003 homemaker. In 2018, ITC forayed into the dairy
component with the launch of Ashirwad Swasti
HISTORY
Bag Milk and Dairy Beverage along with Sunfeast
Wonderz's range of milk.
Since then I.T.C has entered into various other
sectors like Agarbattis & Safety
Matches,Personal Care,floor cleaner, personal
and home hygiene products and entered the
fruit and vegetable wash
In more than a century I.T.Cs, business has
grown to a significant size under many different
brands, with attractive reach, rapidly growing
market share, and a strong market position
Markonnect - Mirror of Marketing
ISSUE NO. 1 | SEP. 2021
4
THE JOURNEY - 4P's TO 7P's
-REITU PARNA BHOWMICK (21PGDM158)
Marketing is a continually evolving discipline The extended 7P’s:
and as such can be one that companies find People: People refers to individual and groups
themselves left very much behind the directly related to the business such as those
competition if they stand still for too long. who produce the goods, those who provide
Where once there were 4 Ps to explain the mix, the services, and those who manage the daily
nowadays it is more commonly accepted that operations.
a more developed 7 Ps adds a much-needed Process: Process involves the set of activities
additional layer of depth to the Marketing Mix. that facilitate the delivery of a product to the
The 4 Ps have been associated with the customer. The number, duration, and
Marketing Mix since their creation by E. Jerome complexity of these activities vary depending
McCarthy in 1960. on the industry, and these may be performed
The Marketing Mix 4 Ps: by one or more individuals. E.g., Payment
Product: The first of the Four Ps of marketing procedures, distribution system, managing
is product. A product can be either a customer relationships, etc.
tangible good or an intangible service that Physical Evidence: Physical evidence means
fulfils a need or want of consumers. proof that purchases or services took place
Price: The Product should always be seen as and confirmation that your brand actually
representing good value for money. The exists.
amount which is paid to acquire the Application: Starbucks.
product. As we all know that Starbucks is the biggest
Promotion: We’ve got a product and a price coffee chain in the world and its success is no
now it’s time to promote it. Promotion accident. This company aims to address the 7P’s
ranges from traditional advertising, via T.V, and creates a fabulous framework for the
Radio, billboards to modern methods like marketing of the company. To know about how
pop-up ads, email marketing or push- Starbucks actually uses its 7Ps click on this link :
notification. https://bit.ly/38sTsDL
Place: It is the distribution channel for the The 7 Ps are still widely practiced due to their
product to reach to the customers. It could fundamental logic being sound in the marketing
mean anything from a warehouse or a environment and marketers’ abilities to adapt
THE JOURNEY
high-street store to an e-commerce shop the Marketing Mix.
or a cloud-based platform. Are you interested in knowing more about the
But there was a need to update the elements 7ps and how a service as well as product
of the mix which was widely acknowledged by industry uses?
the Marketers and this led to the creation of an Click on the link here: https://bit.ly/3mWlJuG
extended Marketing Mix in 1981 by Booms &
Bitner which added 3 new elements to the 4 Ps
Principle and it was soon recognised as 7P’s of
Marketing
Markonnect - Mirror of Marketing
ISSUE NO. 1 | SEP. 2021
5
BRAND WARS - ADIDAS VS PUMA
-HARSHITA VERMA(21PGDM067)
Whenever we think of sports footwear, two The 1936 Olympic games which took place in
premium brands come to our minds, Adidas Berlin was another great opportunity for the
and Puma, but not everyone is aware that the Dassler brothers. They approached American
founders of these two companies were brothers track star Jesse Owens and offered a pair of
by blood. Dassler track shoes, specially designed by Adolf.
The world of sports has witnessed many As a result, their sales spiked to nearly 200,000
famous sibling rivalries, such as Venus and pairs a year and by then, Rudolf became power-
Serena Williams and John and Jim Harbaugh, hungry and wanted to take control. In 1946,
but no other feud can match the rivalry that is Rudolf tried to seize power and devised false
almost a century old. It is the story of the statements accusing Adolf as a mastermind
Dassler brothers without whom neither Puma behind weapon production in the factory.
nor Adidas would have existed today. Angered by each other's actions, in 1948, the
Adolf, the younger brother, decided to take Dassler brothers divided their assets and
after his father and learn the skills of a cobbler employees.
as his older brother Rudolf was sent to war. He To learn more about the family feud, check out
began shoemaking in the back of his mother’s the link below
laundry room from used army debris. When https://youtu.be/uPCMrllEfSQ
Rudolf returned in 1923, he too joined Adolf's Today, Adidas has become one of the largest
shoe business and together they launched sports manufacturers in Europe over Puma, and
Gebrüder Dassler, Sportschuhfabrik. the second largest in the world. Adidas mainly
Adolf used his brother's alliance with the targets sports participants and creates
Nazi Party when Hitler rose to power, and their sponsorships for major competitions. Adidas
company became a household name in chose advertisements through enormous sized
Germany. shoeboxes on the street, turning the bus stops
See this link to know more into reserve players’ bases as their technique of
https://youtu.be/-an1-izbXes guerilla marketing. Adidas’ global campaign
‘Here to create’ features the most influential
BRAND WARS
athletes, designers, musicians in sport culture
and allows creativity and uniqueness.
On the other hand, Puma has positioned itself as
a brand trying to advance and achieve the best.
Puma focuses on a value-based strategy. They
are the risk-takers, confident and determined.
The brand has been associated with many great
personalities like Usain Bolt, Tiger Woods. They
have a broad product category such as
footwear, eyewear, watches, sports accessories
and clothing and target different strategies for
each product. Puma also sponsors many
national football and soccer teams.
The Dassler brothers' impact on the sports world
as we now know is underrated, however their
rivalry pushed them to produce the best sports
Adolf Dassler Rudolf Dassler equipments.
Creator of adidas Creator of Puma
Markonnect - Mirror of Marketing
ISSUE NO. 1 | SEP. 2021
6
Crossword
HINTS:
ACROSS
4.Sibling Rivalry
5.Failed in Australia
DOWN
1.Jumping Cat
2.Back to School
3.Mad Angles Masala Madness
Guess the Logo
KONNECT QUIZ
For any suggestions or contributions regarding Markonnect, reach out to us
- Team Markrone
*Mail us your answers at: marketingclub@mdim.ac.in
7
Ankur Sengupta Harshita Verma
An inquisitive individual with 3 years of A multitasker by nature and a fresh
work ex and has a keen interest in Marketing enthusiast. She is often found
marketing and brands. Uses Music, TV sipping on coffee while drooling over Leslie
shows and Advertisements as coping Knope! Uses sarcasm as defence
mechanisms. An Arsenal supporter for mechanism and has a keen interest in
more than a decade, led to the need of travelling, dogs and thrillers! And oh! A
the coping mechanisms. Hoping to find good conversation makes her happy.
his “Dunder Mifflin” soon.
Harsh Jammarh Reitu Parna Bhowmick
A minimalist ambivert in the world of Currently saying yes to new adventures.
extroverts. Believes Marketing is that Interested in brands and keen about logos.
modicum nudge towards success. On the lookout for good chai, stories, wit &
References range from MCU to World wisdom.
Wars. Aiming to be Jim Halpert with
Michael Gary Scott's confidence.
Rishabh Palliwal Daljeet Singh Bhogal
A Mechanical engineer with a An avid learner who keeps swinging
marketing appetite. Extroverted between Marketing, psychology and
introvert. Love a bit of Comedy, technology. A tech savvy and a curious
Football and Wasseypur. Have you seeker of the future world who finds
noticed that "Dogs are forever in the comfort in punctuality and order!
Pushup Position"?.
Vishal Dayma Ravi Mishra
An easy going person with a keen A glutton, a casual gamer and an
interest in marketing trends and ambivert. Believer of the fact that we fall so
brands. Enjoys playing video games that we can learn ourselves to pick back
and keeping up with what's going on in up. Trying to be the elaichi in chai and not
the world. the elaichi in biryani.
Rishabh Raj
An art is all he needs, interested in the
existence of several knowledge systems.
Aspire to learn and showcase all the
abstract concepts of forces.
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