Flaunte January 2013 Edition - New Delhi Institute of Management

EDITOR’S DESK
Dear Readers,
It gives us immense pleasure, delight & privilege to launch the first
ever e - magazine: FLAUNTE’ of marketing club: Markomania.
Our sincere thanks to DR. Gajendra Sharma, (H.O.D, Marketing,
NDIM) & VP, Partha Pradhan, Markomania Club for their
unconditional support and sanctity given to the magazine. We are
also very grateful to the Chairman, Mr. V.M. Bansal and the
Director, Dr. R.K. Bharadwaj for acknowledging our efforts and
showing faith in us which, eventually, helped us to bring out the
best for the magazine.
The objective behind the magazine’s launch is to bolster the
marketing acumen of the students and simultaneously to spread
cognizance about the latest updates and events taking place in
the world of marketing. Flaunte’ will certainly enthrall you all with
its intriguing and ever so refreshing content in such a way that all
of you will develop a penchant towards it sooner or later.
Flaunte’ will be launched in the first week of every month
irrespective of exams, festivals, seminars or holidays. Therefore,
at the end of every edition we would be announcing for the articles
to be published in the next edition of the magazine. So, brace
yourselves and start scratching your writing ability.
In a nutshell, it is a marketing dose which will acquaint the readers
with the marketing world in a pragmatic way.
We hope this issue makes an informative read. Our endeavour
continues to be able to add more value to your reading and we
are working incessantly towards it. Read on to find out for
yourself!
CONTENTS
COVER STORY
- AMBUSH MARKETING 3
SNIPPETS 7
ARTICLES 9
SPECIAL STORY
- CES 2013 18
CHANAKYA NITI
– Harley Davidson 22
FIRST CUT – Parle G 23
BIZ QUIZ 25
VOX POPULI 26
MYTHOLOGICAL
MANAGEMENT
LESSONS 27
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Cheers!!
Team – Flaunte’
Markomania – The Marketing Club of NDIM

AMBUSH MARKETING
GAME WITHIN A GAME
The term “ambush” is used to connote the older method of warfare in the present era of
commercialization, competition and advertisement. The word “ambush” means literally “an
attack from a hidden position”.
Ambush marketing is usually employed at the times of big sporting events, where big
corporations’ cash is on the names of the sporting events without paying the requisite fee,
which constitutes the crux of “direct ambush advertising”. However, it is not sporting events
only which become the mode of deploying ambush marketing. Of late, India has witnessed a
spurt in the cases of ambush marketing even without any association with the sporting
events.
Ambush marketing was first witnessed in 1984 Olympics and the 1996 Cricket World Cup
which highlighted the concept in India. During the 1996 World Cup, although Coca Cola was
the official sponsor of the tournament, Pepsi ambushed the campaign by coming up with
the tagline “nothing official about it”.
SOME INSTANCES OF AMBUSH MARKETING
In this snap, there is a billboard of Jet
Airways displaying the message - “We’ve
changed” but one can certainly not write
off the flamboyance of Kingfisher which
ambushed the campaign by putting its
billboard atop Jet Airways’s with the
message - “We made them change”.
The billboards in the snap demonstrate a
perfect example of ambush marketing.
Here, P&G owned Pantene initially
created a buzz by raising a billboard
displaying - “80% of the women were
satisfied after using the “mystery
shampoo” and were completely
entranced” but then it didn’t took long
for the HUL owned Dove to ambush the
campaign by raising a billboard right next
to the Pantene’s which displayed -
“There is no mystery. Dove is the no. 1
shampoo.”

This is quite an interesting one. Here,
Coke has a hoarding on which it is
written “COCA COLA SECOND
FLOOR”. Pepsi ambushed the
campaign & took full advantage of
Coke’s innocence by putting its
billboard underneath Coke’s which
displayed - “PEPSI- EVERY WHERE”.
Rona recycles Apple's leftover paint
Rona, a home improvement chain in
Canada, had this banner placed below
Apple's iPod nano billboard near the
Jacques Cartier Bridge in Montreal.
The text reads "Nous récupérons les
restes de peinture" translating into,
"we recycle leftover paint."
ones who pulled off an ambush campaign like this.
Apple's "nano-chromatic" campaign
was a global campaign, but Rona and
its agency, Bos, seem to be the only
Audi and BMW get in a street fight in Santa Monica
In 2009, German automakers Audi
and BMW got into an infamous
billboard war in Santa Monica, Calif.
Audi set up a billboard for its A4 with
the words, "Your move, BMW."
Sure enough, BMW responded with a
picture of its M3 and the
"Checkmate."
Fans took to Photoshop to craft third
and fourth responses, which included
BMW flying a blimp with a picture of
its F1 entry. Both automakers tried to
downplay the incident. Audi claimed its billboard was up for almost a year before BMW
responded. BMW said it only rented the billboard for two weeks
SAMSUNG – NOKIA: LOCK HORNS
In a packed theatre, scores of excited movie buffs sat through a long march of commercials
patiently, but the organizers were dismayed. It was an exclusive premier of SRK-starrer
Ra.One for mobile phone maker Nokia's premium users at PVR Select City Walk mall in
Delhi, but the advertisements that had been running for the previous few minutes were of
Samsung mobile!

That was in Oct, 2012. Two months later, when Nokia rolled out Lumia cabs in Bangalore
as part of its biggest marketing drive in the country to promote its first Windows smartphone,
Samsung brought out its own Omnia cab
and stationed it outside the Lumia
showroom for a few days. Analysts call it
ambush marketing, Samsung says it's not.
Whatever, but the cut-throat competition
between the country's top two mobile
handset players looks like the old Cola War
between Coca-Cola and PepsiCo and
refreshes memories of Pepsi's 'Nothing
official about it' campaign during the 1996
cricket World Cup that introduced the
concept of ambush marketing in India.
The Masters of Ambush: Nike
The success of Nike is linked to Michael
Jordan. After his debut in the NBA in 1984,
Jordan immediately became a Superstar. Nike
didn’t lose the chance to sign him: it was the
beginning of the most successful endorsement
of the History of sports.
The black and red Air Jordan I broke the
tradition of white basketball shoes and the
NBA responded by banning them. Jordan kept
on wearing them and Nike was glad to pay the
fines.
The following year, Jordan joined the Slam Dunk Competition wearing Swoosh apparel,
ignoring an unwritten rule that you wore All-Star stuff to the All-Star Game. Some of the All-
Stars, particularly Eastern teammate Isiah Thomas and Western foe Magic Johnson,
supposedly took umbrage at this.
In 1992 Reebok had exclusive rights to produce warm-up outfits and other apparels for
American athletes at the Olympic Games. Michael Jordan and other members of the USA
basketball team had contracts with Nike and refused to bare the Reebok logos when they
accepted their gold medals. Jordan covered the Reebok logo with an American Flag.
While companies such as Adidas are used to invest strong in official event sponsorships,
Nike strategy is oriented towards athlete endorsements to the point that 12 out of 12 USA
Basketball players in London 2012 were wearing Nike Shoes.

Nike gets clever in latest example of Olympic ambush marketing
Nike’s latest attempts to get around Olympic marketing limitations came on 25 th July, 2012,
London Olympics with the company's new ad on YouTube touting athletes from places
called London all over the world except England.
Nike's campaign is clearly designed to cash in on Olympic fever and get one over on archrival
Adidas, which has paid around $60 million to be an official London 2012 global
sponsor. Locations for the TV ad include East London in South Africa, Little London in
Jamaica, London Ohio in the US and a health club called London Gym.
The Washington County sporting goods giant isn't an official sponsor of the Olympic Games
that started Wednesday and commence in earnest after Friday's opening ceremony in London.
Because of that, it's prohibited from marketing specifically around the Games thanks to an
International Olympic Committee that's fiercely protective of its brand.
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SNIPPETS
Tata Starbucks opens outlets at Delhi airport
Tata Starbucks Ltd, the 50:50 joint venture
between Starbucks Coffee Company and
Tata Global Beverages Ltd, has entered Delhi
with two stores at the New Delhi Indira
Gandhi International Airport. Starbucks
entered India in October 2012 and has four
stores in Mumbai. The store will be open 24
hours at the international terminal and from 5
a.m. to 9 p.m. at the domestic terminal.
Starbucks plans to extend its presence in this
segment with the launch of Starbucks stores
at the Chhatrapati Shivaji International Airport in Mumbai by the end of March 2013.
Mercedes-Benz India opens the doors of its largest car showroom
Mercedes Benz India, the third largest luxury car maker in the country has opened a new
flagship store with 26 car display and 60,000 sq ft. space in South Delhi. The new showroom
is built at an investment of Rs 70 crores.This showroom, also marks T&T Motors’ 15th
anniversary as Mercedes-Benz
dealer. Inaugurated by Eberhard Kern, Managing
Director & CEO, Mercedes-Benz India, Ravi
Talwar, Chairman, T&T Motors and Vidur
Talwar, Managing Director, T&T Motors., this
new showroom employs 90 sales personnel,
which Mercedes Benz says, are committed,
qualified and hand-picked. The new dealership
of German auto maker is strategically located at
the Mathura Road, which seems to be a
developing auto hub of Delhi NCR.
Modi roars again, may boost PM ambitions
Narendra Modi won a fourth successive term as
the chief minister of Gujarat, a victory that could
launch the prime ministerial ambitions of one of
the country's most popular but controversial
leaders. Of the 182 seats in Gujarat, the BJP
won 115. It is a victory for good governance,
growth and development. Agriculture has been
growing at 10 percent. His supporters'
admiration is shared by Indian and foreign
business leaders who extol Gujarat's ability to
cut through red tape and find cheap land for
factories, drawing investment from firms including Ford Motor and Tata Motors.

DSK Hyosung launches two super bikes Aquila Pro and GT650R -2013
Premium super bike manufacturer DSK
Hyosung has launched two new super
bikes in the country – Aquila Pro (650 cc)
and GT650R -2013 edition. DSK Hyosung
is a partnership between DSK Motowheels
and S&T Motors, South Korea,
manufacturers of the Hyosung brand. DSK
Motowheels has a CKD plant in Wai,
Maharashtra, and 21 dealerships across
the country.
The Aquila Pro has been priced at Rs 4,99,000 (Ex-Showroom Delhi), which will sport a
650cc mill. The motorcycle will be powered by a V-twin, oil-cooled 4-stroke engine. Aquila
Pro produces 74bhp of maximum power at 9000 rpm, and 62.1 of maximum torque at 7500
rpm.
Toyota to invest $401 million in Thailand plant for new eco car
Toyota, major automakers in the world today, have announced investment of 12 billion baht
(INR 2,156 crores or $401 million) in construction of a new plant at Gateway 2 in
Chachoengsao, Thailand. This new plant is
actually an expansion of the company’s
existing facility at Gateway and will be
operational by third quarter of this year.
Once ready, it will have an annual capacity
of 300,000 units per annum.
Toyota eco car will be built under Thai
Government’s Eco Car project which
encourages manufacturers to sell these
high fuel efficient vehicles with low tail pipe
emissions in the country. The Thai
Government offers auto makers attractive incentives to produce these cars under the Eco
Car project. Toyota has two plants in Chachoengsao, both with capacities of 230,000 units
per annum.
Microsoft Patented the "Holodeck"
Microsoft has patented for a future -generation gaming system which could theoretically
bring the HoloDeck from Star Trek to life.
It is an "immersive display
experience" beaming images all over
the room, accounting for things like
furniture, and bending the graphics
around them to create a seamless
environment.

ARTICLES
Brand Ratan Tata – Always lead from the front By Anurag Verma
Ratan Tata, an iconic corporate leader, retired as
Chairman of the USD 100-billion Tata Group after
a 50-year run, on his 75th birthday, 28 th Dec,
2012 handing over the business empire to Cyrus
Mistry, the first chief appointed from outside the
immediate Tata family in its 144-year history. He
led the Tata Group brilliantly and successfully in
expanding and globalising it."
He transformed the Tata group into a streamlined
conglomerate of more than 100 companies and
earning a global reputation for his consolidation and expansion strategies. It looks like the
brand attributes which made him the most powerful Indian CEO brand globally and also in
2007, he was listed among the 25 most powerful people in world business by ‘Fortune’
magazine. The USD 100 billion house of the Tatas perceived as the best Indian brand in the
world, says ASSOCHAM survey, 23 rd Dec, 2012.
In today’s marketing world, the brand aspect of the CEO help the brand of the organization
and vice versa and in Tata case, it seems, the brand attributes of the organization and Ratan
Tata are compliment. His real legacy to the group is the development of an international
strategy and the creation of the Tata brand.
The personal brand has 3 features. Core identity defines who you are at a deeper level and
what are your core values. Some of the core values of the Ratan Tata brand are credibility,
capability, empathy, service, honesty, integrity and trust. A core value is only a true core
value if it has an active influence and if the person manages to live by it, at least most of the
time. His dream car Nano that brought him close to the hearts’ of common man.

The second feature is the Brand projections and actions that are aligned to the core values
of the brand. Ratan Tata demonstrated though his actions that nation building, giving back
to the society and and making Tata a successful global brand is close to his heart. This, in
spite of the fact, that in 2010 alone, the Tata trusts disbursed Rs. 500 crore to various
causes and institutions.
A leadership acts as an engine that takes care of early planning and picking the right people
for the future and trains them to take on bigger responsibilities for whole business enterprise.
This demonstrates how he empowered and built a leadership pipeline.
The third aspect of the personal brand is the Brand perception. Most of the leaders uses
their core values which results in success and become the brand perception in the minds of
public. While Jack Welsh did a lot for people development and building leaders in GE, at one
time his brand perception was “Neutron Jack”. Keeping these values, we could assume that
Ratan Tata most of the time operated brand.
Tata companies share five core values – integrity, understanding, excellence, unity and
responsibility. In his period, he ensures adherence to the Tata ethos and value system. Tata
Group's name is synonymous with India's industrialization.
Ratan Tata’s brand perception is aligned with his brand identity. He is considered, credible,
authentic and effective. Therefore live up to the brand Ratan Tata as he focused on 3 things
to make Tata as a successful global brand: efficiency, globalization and innovation.
Now, the biggest challenge for Mr Mistry would be to ensure that the Tata companies are
able to sail through the global slowdown as he plans to invest more than 450 billion rupees
($8.2 billion) over the next two years, and also there is need to maintain status of the best
Indian brand in the world.
BRAND EQUITY OF TENDULKAR - PRE & POST By Abhishek Mehta
On Sunday, the 23 rd of December, when most
of us were in a laid back mood, the iconic
Sachin Tendulkar created ripples by deciding
to call it quits from the (ODI) one day
international format. It was surely heartbreak,
not only for the aficionados’ but also for the
brands, the corporate houses who had
Tendulkar for so long as their brand
ambassador. The Little Master currently
endorses as many as 17 brands and the brand
value stands at a staggering Rs.200 crores.
The list of his endorsements includes some of
the heavyweights namely- Adidas , BMW, Audemars Piguet, Aviva, MRF, Boost, Sunfeast,
Reynolds, VISA and the list goes on but, if industry sources are to be believed ,then all the
aforesaid brands have become pensive after having learnt about Tendulkar’s retirement and
are set to do some revisions( not now necessarily) which would ,eventually, affect the brand
equity of the cricketing Legend. As much as 50% or more of the brand value of Tendulkar is

expected to descend in two or three years time because there would not be such
prominence of him which was used to be there earlier.
In his 23 year, glittering long carrier, he did not only hammered the bowlers but also struck
astonishing deals by raking in jaw dropping amounts, be it the 200 million deal with Coca
Cola, the 10 crore/annum deal with Adidas or the 13 crore deal with S Kumar’s Nationwide
(SKNL). Even companies like Luminous and Eureka forbes have cashed in big time by
roping in Tendulkar as their brand ambassador. There was a time when the Master was
referred as the “most marketable sportsman” because of his stature and the aura & more
importantly,the sublime form which he was in during the period which was duly exploited by
the machiavellistic corporate .
Tendulkar has always remained the darling of marketers and for some he’ll continue to be.
According to ad filmmaker Prahlad Kakkar “Sachin is a highly desired role model for brandsa
non-controversial achiever and that image will go beyond his playing years” while
Madhukar Kamath, Group CEO & MD at Mudra Group believes that “ there is a new brand
that Sachin sees for himself after 40, but doesn't see Sachin, the cricketer in his new brand”.
Santosh Desai, CEO, Future Brands has his own and different version towards the brand
equity of Tendulkar post his retirement. He states that” the nature of Tendulkar’s appeal will
change in a manner that as he moves from being a hero to more like a mentor, he will
certainly attract more corporate brands rather than trendy and hip ones”.
Meanwhile, Camera maker Canon, which had inked an endorsement deal with Tendulkar in
2007, has decided not to renew the contract when it is about to end, citing a "change of
strategy and youth focus". Consumer goods maker Jyothy Laboratories, too, did not renew
its contract with Tendulkar a couple of months ago keeping in mind the fag end of his ODI
carrier. Is this the beginning of an end? Well, at least by looking at the portends, one can say
that Sachin’s brand equity has taken a beating and his poor run in recent months is only
exacerbating the situation.
Being a hardcore fan of the batting god, there is only a wish that his brand equity doesn’t
end on the lines of his ODI carrier which was abrupt in nature because who knows that the
Master has already inked his last endorsement, (probably with Coca Cola) & all of us are
anxiously waiting for his next commercial just the way we were waiting for his next ODI
innings after the match he played against Pakistan.

MICROMAX - Increasing Foot print By Dhruv Wadhwa
Not so long ago, the Delhi based mobile handset maker entered the territory dominated by
the likes of Samsung, Nokia and Sony but soon it managed to carve out a market for its own
range of mobile phones. Micromax focuses on today’s generation which is more than ever
aspiring, enthusiastic, fun loving & experimenting. Further, Pratik Seal, Country Head ,
Marketing , Micromax India says ,”The design that reflects the brand ‘s personality-that is
young, innovative, audacious, outgoing, dynamic, fluid and energetic with an international
appeal-will surely be on the top”.
Micromax has already tasted success with its mobile phones becoming a roaring hit and
riding on the profitability waves, the company announces its foray into the home
entertainment segment with the
launch of new range of LED TVs,
Home Theatres, 3D Blu Ray and
SMART Stick, the Android dongle
which will make TV viewing a smart
experience. With this launch,
Micromax aims to become the new
age screen partner for consumers;
be it phones, tablets or televisions.
Micromax has set up a 1 lakh sq. ft.
of manufacturing facility spread over
5 acres, with a production capacity of 2,000 LED TV units per day at Rudrapur, Uttrakhand.
The facility will also double up to manufacture the tablet PC Funbook and mobile
accessories, which in the last 6 months has received tremendous response. The LED TVs
will range from 24" to 55" and will be competitively priced between Rs. 15,990 and Rs.
1,29,990.
It all started in the year 2008 when Micromax (founded in 1991) entered the Indian cell
phone handset market in March,2008 and had a market share of 0.59% . Within six months
the company registered record sales & since then seen a
continuous rise.
Micromax launched its first phone in rural market with a very
unique USP-30days standby battery time. The brand was
launched i.e. X1i from a consumer insight that most of rural
households do not get enough electricity to recharge phones
on daily basis. The success of X1i egged the company
aggressively make further inroads into the market. Indian base
manufacturer, Micromax possibly seems to be one of the most
aggressive move to entice the market sales in the Indian
Smartphone arena from the Global rival prevailing in the market (Samsung, Nokia,
HTC).They launched phones starting from affordable range viz. Rs 1250-12500 including its
successful products Q5, Q7, Bling, Android
Thereafter, Micromax decided to take a step further and launched a data card viz. new
pocket 3G wireless router MMX400R on 4 th May, 2011. Then also Micromax decided to go

further to compete with the market and launched Funbook tablet on April 3 rd , 2012 powered
by Android 4.0 Ice Cream sandwich and 7’’ capacitive display and mini USB port. After
creating a category od edutainment tablet, Micromax then introduced a 10’’ tablet which
promises more fun and education to all consumers price at Rs. 9999. The new Funbook Pro
boasts of a thin-and-light design, brilliant display, powered by Android 4.0 Ice Cream
Sandwich, easy multitasking, customizable home screens and a full suite of familiar
applications-as well as powerful new ways of communicating and sharing.
And, finally with its foray into the home theatre segment, Micromax is all geared up to make
its presence count by taking on some of the industry leaders. Commenting on the launch,
Rajesh Agrawal , Managing Director and Co-Founder, Micromax “Micromax is increasingly
focusing on the smart devices and has introduced a series of Android powered devices in
the screen range of 5” to 10”. As consumer preferences evolve and they want their devices
and experiences to be smart and personal, we will feel the future of TV will depend on user,
programming, connectivity and personalization.”
Micromax could be a better bet in the upcoming years if it Rs. 8 billion IPO is successful. It
can use the proceeds to ramp up its marketing spend considerably.
NOKIA – Out but not wiped out
By Mritunjoy Das
Sagging sales, stifling innovation and cut-throat competition may be
apt to describe Nokia’s status quo but certainly, it cannot be written
off. Nokia is the global leader in mobile communication whose
products have become an integral part of everyone’s life around the
world. Every day more than 1.3 billion people use their Nokia mobile
to share their experiences, access information and simply to speak to
one another. Nokia’s technological and innovated products have
made it one of the most recognized brands in the world. Nokia
Siemens Networks is one of the leading providers of
telecommunication infrastructure hardware, software and services.
But in recent times, the world’s top position in
mobile industry has been overtaken by Korea’s
Samsung. In the popular narrative of Nokia's
eclipse, it is Apple's iPhone that steals the light, and
It is also losing its sheen in the basic phone market,
which had been a reliable generator of profits and
carried the promise of years of strong growth in
emerging market. Its basic phone sales fell 16
percent in the first three months of 2012, and have
fallen in four of the last five quarters, while
competitors like China's ZTE and Huawei have
been growing rapidly. In 1stquarter of 2012 its sale

shrank by 62% from previous year. Although the frontrunner of a smart phone was Nokia,
but it was overtaken by Apple and Google with iPhone and Android terminal respectively.
The reason behind this was that it keeps on focusing on their Symbian OS too much.
Currently three-quarters of smartphone’s OS is occupied by iOS and Android, but Nokia did
not apply for that mainstream.
Despite of this, many market analysts say that Nokia will return back to its numero uno
position because of its strong balance sheet and positive aspects of the company's other
non- handset businesses. They claimed that the company had bright prospects if
Smartphone sales started picking up. Sales of the company's Lumia
smart phones have picked up, and the stock popped up
because of it. Nokia also has a strong competitive advantage
over its competitors in china, after it has signed a deal with
world’s largest carrier by subscribers China Mobile. Nokia is
selling its Asha feature phone successfully in India and China.
According to the data, they have sold 9.3 million Asha phones
in India alone which give it a hope of continuous strengthening
of its market status.The company also has huge opportunities
in emerging markets. The company will be releasing the
Windows 8 powered Lumia 620 in India in February, which
should help generate and meet Smartphone demand in the
growing country and boost sales for Nokia. As Windows 8 picks
up, there should be more sales of Lumia worldwide as well.
Nokia has also acquired Navteq,a leading provider of mapping
and location data, for $8 billion in 2007. It supplies GPS systems
like Garmin and Magellan, online map services. The Navteq location data is one of the best
assets they have, which will differentiate it from others
The Nokia strategy in alliance with Microsoft, makes sense. But only, if it is successful, it will
take time and a lot of money. Nokia is beating expectations and appears to be successfully
turning itself around, but it still faces many threats. Competition from iOS and Android will
remain intense. Nokia has great future, especially until when its key patents are not being
liquidated Nokia has a bright future if it continuously strives to improve its core business and
introduce new products which is better and more efficient than its competitors.
Raymond – ‘Kamasutra’ gets a new definition
By Himani Mehrotra
Prima facie, one may get carried away
with erotic and sensuous thoughts but at
the end of the day it is a mere energy
drink and nothing more than that.
Incorporated in 1925, Raymond Group
is one of India's largest branded fabric
and fashion retailers. It is one of the
leading, integrated producers of worsted
suiting fabric in the world. The Group

owns apparel brands like Raymond, Raymond Premium Apparel, Park Avenue, Park
Avenue Woman Color Plus & Parx. In addition, the Group also has business interests in
readymade garments, designer wear, cosmetics & toiletries, engineering files and tools,
prophylactics and air charter operations. A joint venture of the Raymond Group and
Australia’s Ansell International owes a renowned brand ‘KamaSutra’.
Recently, KamaSutra, has decided to extend the brand line to energy drinks segment with
the launch of KamaSutra (KS) E Drink after its entry into deodorants two years ago. KS E
Drink is an extension of the company's fast moving consumer goods - condom and
deodorant - under the KamaSutra label. According to the brand, the energy drink market is
valued currently at 200 crores and the brand aims to establish itself through its bold identity
and positioning.
Over the years, Raymond has epitomized the picture of the alpha male who is bold, fun,
adventurous and energetic. In keeping with this positioning of the brand , we launched
KamaSutra condoms 20 years ago with an innovative and interesting marketing campaign.
Today, the brand has a range of men’s and women’s deodorants in exciting variants and
fragrances, in addition to condoms. The Energy Drink is the newest addition to the KS
product portfolio that strengthens this bold and young positioning of the brand and thus
becomes a natural extension for the KS brand."
Kamasutra energy drink is a powerful beverage with an exclusive combination of
ingredients. The drink is a broad category of beverage that developed for times of increased
cerebral and physical exertion. It increases performance, increases concentration and
reaction speed, improves vigilance, improves the emotional status, stimulates metabolism
and boosts strength.
The drink has been created to address the taste of the
adventurous and energetic urban young. It is this very
positioning that inspires the product's tagline - "Get the
KS Energy".
One can drink it at food zone with food, it can also be
mixed with other drinks, at work when the day begins to
stretch out( energy for the day), in discos and parties
(energy for the night), while driving to avoid tiredness
and increase alertness.
KSE Drink will be initially launched across metro cities over the next six months.It is
available in two flavors that is X- Fruit which is a mixed fruit flavor and X- Berry which is a
mixed berry flavor ,a 250ml of the latest energy drink is priced at INR95 ($1.75). Drink will
compete with brands such as Red Bull, Tzinga, Horsepower and Gatorade. Raymond is
eyeing 20% market share in the $37m Indian energy drinks category over the next two
years. The energy drink market is valued currently at 200 crores.
To promote the product there will be a lot of sampling so as to make people like the product
and taste the product. Moreover, events will be organized and the products will be made
available in the right kind of outlets and chains to begin with. Thus, there will be many
opportunities and challenges that will be faced by the brand kamasutra to extend the brand
line in energy drinks or caffeinated beverage sector.

“CAFE COFFEE DAY”
THE ULTIMATE SIP By Joydeep Das
To gain competitive advantage, Cafe coffee day, a strong
competitor of Barista has come up in a big way. Barista was the
market leader and just before some years ago, an unanticipated
rock called Cafe Coffee Day popularly known as CCD hit the
market.
Other competitors such as Costa Coffee, Coffee Bean & Tea
Leaf, Gloria jeans have been also triggered by Cafe Coffee Day. They tried to push and
drive the customer with accessibility factor i.e. opening large number of outlets and offering
products.
They started with very different offerings to customers, selling breakfast meals on
highways according to Indian touch (Desi tarka). Paranthas, omelettes, were common
among them.
Risk taker – They took risk and pitched very different market segment. Those were
hospitals, corporate offices etc.
This has given hard slap to Barista which made them disappear from market. Many Barista
shut down but Cafe Coffee Day has increased their outlets.They played very smartly by
opening their stores in colonies, societies and metro stations. This strategy is nothing but
giving convenience to public.
Rajiv chowk metro station witnessed the most footfalls in Delhi as it is one of the hub of all
metro points. There has been an immense
scope of westernization in metropolitan; life
is becoming very fast and mechanical.
People want everything mobile so “why not
coffee”. Cafe Coffee gives fast service and
also you can call just 2 minutes before and
grab your coffee.
Social networking other than online has also
increased, whenever one is free, they prefer
to sit and chat over the coffee which relaxes
a person and interacts with other depicting a
cozy atmosphere. Discussing about agendas, official meetings, and business deals takes a
front seat too for their success. They cooperate and provide them best solution through their
service.
As per price is concerned, Cafe Coffee Day has been witnessed one of the reasonable
coffee hub. This is one of the reasons for their public acceptance especially for college &
school students. Attractive combo offers proves to increase the coffee sippers with their
puffs and sandwiches.

They also provide stupendous goodies i.e. coffee mugs, notebooks, coffee makers, cookies,
coffee powders which created an association with the customer and generates brand equity.
Innovation
They have segmented their market as per product offerings and special occasions, which
will make their monotony and enjoy tailor-made dishes delivered by great chefs.
This is Cafe Coffee Lounge, They only have 14 outlets in Delhi –NCR, offering different
products from regular CCD. They applied test marketing in posh area of South – Delhi eg.
Greater Kailash & Khan Market and earned good market response and customer
acceptance. They tried to revise their menu as per customer feedbacks and suggestions.
Recently interviewed Karan, Chef at GK 1 - M block, and asked the difference between
Regular CCDs and CCD Lounge, he said CCD lounge offer variety of dishes, not only usual
sandwiches, puffs and brownies but shawarma, shaslik, pasta, salads, garlic breads with
nice presentation to make you feel that you are special. Regular CCDs offers you ready to
serve but CCD lounge offers fres and tailor – made.
Regular CCDs make you feel at home, you can sit and chat, deal for your business
proposals; students tend to study enjoying the WI-Fi facility. It gives a special preference to
ones who are regular witnessed personally at Alaknanda.
Recently they stepped into new idea called “Cafe Moments”, which is a recharge card that
lets you to get recharge and enjoy 10% discount which in turn means that you can get a
tax-free drink. This card is valid around the globe.
one of the best cafe outlet.
This strategy has connected the frequent sippers
and also maintained the loyalty among the
consumers. They have also connected with
strategic partners such as MTV and Britannia.
Britannia had partnered with CCD recently and
promoted bourbon biscuit by giving samples to
sippers. Cafe Coffee Day being so powerful
marketer by providing quick service, courteous
behaviour and widely spread has proven itself

THE ELECTRONICS EXTRAVAGANZA - CES 2013
The 2013 International CES marks
the beginning of a new year along
with revelations of market trends.
The Consumer Electronics Show
has a long history as the biggest
trade show in the industry, but it’s
role has certainly shifted over the
years. After Microsoft announced
that 2012 was going to be their last
year at CES, we were left
wondering what CES would look
like here on out. The result was
something more exciting and surprising than the presence of Microsoft or Apple could have
brought.
Yes there were a healthy share of ultra-HD 4K TVs and Windows 8 tablets—but the real
excitement of CES this year was found on the independent hardware side of things. The
expo was home to some revolutionary products that are truly pushing forward the future of
consumer electronics. So here they are—the 10 best gadgets from CES 2013:
1. Panasonic 4K 20” Tablet
Panasonic must have known that 4K
was going to the buzzword of CES
this year because this ultra-HD 20”
Windows 8 tablet knocked the socks
off most of the other companies’ 4K
offerings. Panasonic recommends
the device for architects and
designers.
2. Tobii Rex Windows 8 Eye-tracking technology has been
around for quite some time, but the
Tobii Rex sensor does it in a way
that actually seems practical. As a
simple Windows 8 tech demo, being
able to move up and down an
Internet Explorer tab or or open an
application with no more than a look
and the press of a key is pretty
incredible. Tobii’s plan to get these
onto ultrabooks and tablets at a
relatively low cost is what is truly
exciting though.

3. Edge Razer Gaming Tablet
The Edge Razer Gaming Tablet is
determined to make a single 10.1"
Windows 8 tablet your definitive gaming
experience, regardless of whether you’re
on the go, lounging on the couch, or
sitting at a desk. With its detachable
accessories and docking stations, the
Edge Razer is an all-in-one computer.
4. Sony Xperia Z
With the Xperia Z, Sony has reintroduced itself as
a serious contender in the Android OEM market.
In a show otherwise absent of smartphone
announcements, Sony’s new flagship device
really stands out as the next great Android phone.
Running stock Android Jelly Bean, utilizing a
beautiful 1080p display and boasting a
surprisingly sleek industrial body, the fact that
Xperia Z is waterproof is only icing on the cake.
5. Samsung’s 4K “Easel” TV
When Samsung talked about revealing a TV with an “unprecedented shape” and “timeless
design”, a TV hung on an easel isn’t exactly what we had in mind. Even still, the design of
this 85” 4K TV is truly awe-inspiring. We can’t imagine putting this thing in our living rooms,
but the “floating” design and incredible pixel density is a breathe of fresh air in the tired world
of generic TV design.
6. Curved OLED TVs by LG and Samsung
OLED TVs were the toast of CES 2013, but LG and Samsung one upped the competition by
showcasing curved televisions. Measuring 55-inch diagonally, such TVs make sure that the
distance between the viewers and screen remains constant from all angles. The 110-inch
Samsung 4K TV dwarfs the 85-inch UN85S9 also presented there.

7. Project Shield Gaming was a surprisingly big theme this
year at CES and no more shocking an
announcement was there than NVIDIA’s
Project Shield. Powered by their new Tegra
4 mobile processing chip, Project Shield is a
peculiar, though exciting portable gaming
device—especially coming from NVIDIA. It’s
essentially an Xbox controller with a clashell
5” 720p screen attached to it. The device
runs stock Android Jelly Bean, but the most
exciting thing about it is the ability to stream
games from your computer over WiFi. In
other words, if having access to Steam on a
portable device sounds good to you, keep
an eye out for Project Shield.
8. Lenovo ThinkPad Helix
Finally, a Windows 8 transforming tablet/laptop hybrid that gets it right. This is a serious
ultrabook with a Core i7 processor and up to a 256GB SSD that just happens to work
eloquently as a detachable tablet as well. The 11” 1080p display is no slacker and neither is
the 256GB SSD—but the real magic is how the Helix transforms from powerhouse ultrabook
to portable tablet.

9. Samsung shows off flexible display phones at CES keynote
Samsung showcased its new display technology named Youm at CES 2013, which will
make the screen of devices like smartphones and tablets unbreakable and flexible. Youm
displays are made using OLED and will be impervious to cracks even when dropped from a
height.
A technology of the future, Youm was shown on a screen measuring 5-inch (diagonally),
having close to 720p resolution and 16:9 aspect ratio. The prototype had a wraparound
screen that covered the right side of the device and could be used to view stock ticker and
such information, thus providing more screen space to users.
10. Lenovo's Horizon 27 takes coffee table computing to a new level
Lenovo has different ambitions for its new Horizon Table PC than Sony has for its desktoptablet
hybrid. the Horizon is a Windows 8-based PC. On top of Microsoft's new operating
system, Lenovo has also added its own multiuser interface called Aura.
Aura is integrated deeply into the operation of the Horizon. Drop the screen down to its
table-top-style flat mode, and Aura pops up automatically, presenting you with a relatively
intuitive software control wheel from which you can launch various touch-supported
applications.
.

CHANAKYA NITI: CASE STUDY – HARLEY-DAVIDSON
Introduction
August 25, 2010, was a red-letter day for every die-hard Harley-Davidson fan who
dreams of turning a corner and coming face-to-face with not one but a whole set of
iconic motorcycles. Harley-Davidson unveiled its first showroom in the city of Mumbai in
Bandra (West). Christened Seven Islands Harley-Davidson, the dealership is led by
motoring enthusiast Arjun Bafna.
Arjun Bafna is a gen-next entrepreneur with varied interests. A keen motor enthusiast,
Arjun’s definition of unwinding after a long day is riding his Ultra Classic Electra Glide.
Having a passion for automobiles, he indulged in Bikes and Cars and this passion gave
him the drive to head the Harley Davidson Franchise in Mumbai.
About Harley Davidson
Harley-Davidson often abbreviated H-D or Harley is an American motorcycle
manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th
century, it was one of two major American motorcycle manufacturers to survive the
Great Depression. The company sells heavyweight (over 750 cc) motorcycles designed
for cruising on the highway. Harley-Davidson motorcycles (popularly known as
"Harleys") have a distinctive design and exhaust note. They are especially noted for the
tradition of heavy customization that gave rise to the chopper-style of motorcycle.
About Seven Islands Harley-Davidson
Seven islands Harley-Davidson located in Bandra (West) is the sole dealer in the
Mumbai region catering to Mumbai, Navi Mumbai and adjoining areas. Over the years
Seven Islands has gained a cult following among bike enthusiasts and die-hard Harley
fans with the Holy Grail of the Biking World being the centre of attention.
Marketing Strategy
Harley-Davidson is a well known brand. It is not a brand that goes for traditional
advertising. They rely more on word of mouth publicity. To get the customers in, Harley
participates in motorcycle shows, rallies and other high profile events. Seven Islands
Harley Davidson has done a remarkable amount of public interaction by organizing the
“Boot Camp”, the “Harley Rocker’s Ride”, the “Harley Nights” and the “Founders’ Ride”
in India. This already has had an incredible amount of people registering to be informed
about events and rides. The want is to reach out to as many and as quickly as possible.
Another important marketing strategy that Harley uses is H.O.G. (Harley Owners
Group). Established in 1983, H.O.G. ® is the largest factory sponsored motorcycle club
in the world.
Introducing the HARLEY-DAVIDSON Gift Card
Seven Islands, in its ongoing commitment to provide its clients with outstanding
convenience and service is considering taking another step; the company is looking at
launching an exclusive Harley Davidson Gift Card® program. The gift cards, which can
be purchased for a specific amount up to `20000, can be spent towards a variety of
products at Seven Islands Harley-Davidson. The Harley-Davidson Gift Card will be
offered through dealer locations and other channels. The Harley-Davidson Gift card
would be available for use on various products and services as authorized by the parent
organization. The aim is at retaining the best customers at Seven Islands.

FIRST CUT - PARLE G
Going back in time - Brand History
Born way back in 1939, Parle-G is a good case study in volume players as it has been able
to play on the trust, relevance and affordability plank well, thus blunting every hyper active
competition.
Brand Parle-G dominates the volume-dominated biscuit market. Even at a time when
multinationals are beefing up their operations and trying to change the dynamics of the
market, Parle-G’s numero uno position is unchallenged. Its competitors have roped in
superstars like King Khan and Sachin Tendulkar, but Parle-G has only gone from strength to
strength.
Present Brand Positioning: The Recent Parle-G Ad is an great example of taking an
earlier concept forward and strengthening the positioning.
The Parle-G campaign took off with G Means Genius. The new Ad focuses on childhood and
curiosity. It depicts children’s ability to find solutions to problems if they’re given free rein—
like a boy flying a plastic kite in a downpour, or a girl drawing a scuba-diver around a fire
extinguisher on the wall.
The track for the commercial is a winner : “Roko mat toko mat (Don’t stop, don’t interrupt)”,
especially when the singer says, “Ande ke andar hi kaise udenge yaar (How will we take
flight if cocooned)?”
A great Ad – smart, wonderful, meaningful, engaging and very very brand-relevant. Parle
always has been an innovative company. It is behind the biggest brands and creates new
products regularly like KissMe, Meldoy, Poppins, Monaca, Hide And Seek, Krackjack,
Mango Bite etc.
Titled 'Kal Ka Genius', the campaign has been created by Ogilvy & Mather. It is targeted at
children of 5 to 15 years and their mothers.
The creative idea of the campaign is 'There is no bigger school than childhood; and there is
no better teacher than curiosity'.

Parle-G believes all kids are exceptional and creative but when they grow up, they often lose
their creative ability as they journey towards conformity. It wants parents to realise that their
kids could develop their potential for genius if they let them be, if they nurtured their natural
curiosity, encouraged the desire to try new things, experiment, learn from their failures and
mistakes. They should realised that kids can learn everywhere and from everything and that
school is beyond just books and classrooms, the agency said.
The campaign was launched on the digital medium in two phases, Teaser and Launch
Phase. In the first phase there was a teaser which was released across YouTube, Facebook
and Twitter.
This was followed by releasing the TVC online. The idea behind the new communication is
to make the communication more progressive and not regressive. The core philosophy
behind this campaign is to let kids explore and learn their own rather them stopping them.
It shows children exploring possibilities in
a way that makes their little world and
imagination better. The ad is shot well
and un-commercial like.
After all, when a biscuit brand that's close
to completing 75 years finds itself in a
near-monopoly population at a time when
the demographics are skewed hopelessly
towards the youth and three- fourths of
the population is under 35 and you have to wonder: Will today's youth still be chomping on
Parle-Gs a couple of decades down the road?
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If Parle has to make a noise in the market, it is also because of the presence of two
formidable rivals in the glucose segment: Britannia and ITC. As of June 2012, Nielsen data
indicates the former had a share of 8.7% and ITC 8.3%. Parle still rules the roost with a
79.4% share, but with both the competitors armed with deep pockets, the battle is going to
rage on for some time to come.
According to industry estimates, the biscuit market was worth Rs 15,000 crore till September
2012, with glucose accounting for 30% of this segment. Every category needs some
innovations on a periodic basis, so does glucose. Parle-G launched Parle-G Gold in May
2012, a premium glucose biscuit which, according to the company, is heavier than Parle-G
and has a richer formulation. Britannia Tiger and ITC's Sunfeast Glucose are the two
branded competitors against Parle-G, apart from a number of unbranded local players that
operate regionally.
Consumers today have acquired a taste for 'variety', which is seen by the success of
multiple biscuit variants across price points. As consumer preferences evolve, the market for
biscuits as a whole will increase but the relative share of different categories might change .
Glucose has a healthy imagery in consumers' minds and today the health platform has
gained more voice than ever. The new ad campaign will immediately draw a larger number
of customers into the space as well as refresh the connect with the existing customers.

BIZ QUIZ
Q1. Which company recently unveiled this coffee table size device that can be
used by four people at once?
Q2. 'A' was fired from his own company. The name of A’s company was coined by
a young child and was the translation of A’s name in Latin. Today, it is one of the
biggest companies in the world. Identify the company A.
Q3. This US based foods chain opened its first outlet in India in mid-2012. It was assumed
that it was a strategy to enter the country before its rival from their native country which
opened it store towards the end of 2012 in Mumbai. Identify the company.
Q4. Identify this person Q5. Identify this Media Baron
Q6. Which Apple CEO was not born in the US?

Q7. Identify this Indian Face behind Google
Q8. Park Jae-Sang has become a rage. What is the source or root of the word that
made him this popular. Why did he use that word?
Q9. How many FDI proposals were approved by Government of India worth Rs.1,310.60
crore recently?
Q10. Which company launched '.Beat' range of hi-tech watches in India?
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VOX POPULI
Will 'Phablets' gain market share from normal sized smartphones in 2013?
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MYTHOLOGICAL MANAGEMENT LESSONS
How to react to real time events and outcomes?
In life we go through a variety of situations as time passes by. At times, we have a very happy
moment because we achieved what we aimed for. For example, we got a pay rise or a
promotion or a student got admission into his/her college of choice or a job aspirant got a
job that he/she was looking for. We rejoice too much and celebrate it in such a magnitude
that it is a sure recipe for disaster when some unpleasant moment unfolds later. Others get
too egoistic and alienate themselves from others.
There are times when the going has not been good. We invested in the stock market and lost
money because the market price of the shares that we bought went down. An entrepreneur
might continue to invest more money into a venture still not seeing the light at the end of
the day. Alternatively, we lost the job, got a boss who harasses and so on. A student went
with some method of preparation but the examination paper was of different resulting in
poor performance. Many are unable to face this and slip into mental depression and create
problems for themselves and others. Some others simply fall by the wayside not knowing
how to react.
Such events do unfold in everybody’s life every now and then. While this is common what is
not common is our response to these emerging situations in life. Generally, if we observe a
number of such situations we will find some broad patterns in our response to these
situations. The table below captures some of these.
It is a happy situation
It is not a very happy situation
We are on cloud nine. We want to celebrate We are in a state of depression and
it in as grand a manner as possible. disappointment. We want to avoid thinking
about it or talking about it.
We take the full credit for the outcome. We We blame everyone and everything around
realize how much potential we have and us for the failure. We even blame God for
how well we are able to execute the task to being unfair to us.
perfection that the result was indeed what it
was.
We feel we are next to none in this world. We feel we are absolutely worthless and the
No force on earth can stop our progress and most unlucky person in the world.
success.
Often times we do not feel the need for We begin to feel the need for others around
others and the feeling of “I” is at its peak. us and how it would have been if they have
Supported and shared the burden. The “I” is
cut to size and is almost non-existent.
Relationship to developing leadership traits
Such situations continue to unfold again and again many times in the future. Therefore, it is
important to know the long term implications of this behavior. If we analyze the behavioural
response to the good and not-so good situations as listed above, it becomes clear that we

seem to be merely reacting to the stimuli. This almost resembles an animal behavior.
Rejoicing when an apparently good situation unfolds and slipping into a state of mental
depression and stress when a “not a happy” situation arises does not help us in any way to
develop resilience to face such situations in the future. Such people can never develop inner
strength and character required to take responsible roles in the family, society and work
place. They will find it difficult to develop leadership traits which are needed as they grow.
They do not acquire any wisdom in life. They are continuously battered between the two
extremes like a boat caught in a cyclone in the middle of the ocean.
Is there something more that we need to do? How exactly should we react? We shall see
what advice Lord Krishna offers to us on this aspect.
Emotional detachment leads to steady mind & wisdom
The root cause of the responses to alternative situations mentioned above is emotional
attachment to the issue on hand. When one gets too emotional, the first thing that happens
is that the power of discrimination is lost. Buddhi is the faculty endowed with the power of
discrimination. However, in an emotional state, the mind gains control over the Buddhi and
switches it off. Once this happens, we will react to the situation in a manner that we may
regret later (when the mind is calm and the control is restored back to Buddhi). Therefore,
Lord Krishna first advises that it is important to develop a state of mind that is always alert
and does not indulge in too much attachment to unfolding situations.
Lord Krishna further says that if we develop this capability then the mind will not slip into
aversion when the unfolding situation is not good. Also, when the unfolding situation is good
it does not over rejoice. In this process, what an individual will also achieve is that his/her
mind is steady and he/she attains wisdom.
yah sarvtra anabhisneha tat-tat praapya shubhaashubham
na-abhinandati na dveshti tasya prajna
pratishtitaa!!
A pleasant outcome of this journey is that emotional detachment leads us to greater and
intense physical attachment to activities and situations around us. We will begin to discover
the joy of work as opposed to the drudgery and boredom of work that we currently
experience. A closer scrutiny of the life and works of great leaders brings out this aspect
clearly. Let us benefit from this advice of Lord Krishna and enjoy a self-transformative
experience within ourselves.
- By Prof. B Mahadevan, Indian Institute of Management Bangalore

TEAM: FLAUNTE’
Anurag Verma Abhishek Mehta Adarsh Chandra
Nikunj Sharma Prakash Senapati Prince Juneja
Tausif Ahmad
Ajahar Hussain
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