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HORIZON- The marketing club was start-ed by CUIM batch 2008-10. The major ob-

jective of the club is to carry out various

marketing related activities that can add

more value in the practical life of students.

The faculty incharge of the club is Prof.

Kshetragna.CN

SenirTeamEditor-in-Chief

Managing Editor

Senior Editors

Creative Head

Prasanna. K.S

Priyanka Singh

Arijit Majumder,

C.Thileeban,

Kinshoo Shah,

Shaoni Banerjee,

Divya Uthup,

Jerrin Johnson,

Liji George

Shailesh Kr Jha

01 MARKET FLASHThe latest marketing news

bits from around the world

02 LAUNCH PAD

The new products in the

market that you should

watch out for.

03 PAGE 3

Chill your eyes

04 BIG IDEAS

Short stories of great people

05 BUDDING VoICEMarketing Grows Younger

06 PRoDUCT FAILURES

07 MARKET ANALYSIS

Knowing specic markets

08 MARKETING MANTRAS

09 MARKETING HUMoR

10 QUIZ

11 CARTooN SCAPE

Contents

Change is the law of life.

And those who look only tothe past or present are cer-

tain to miss the future

What you say in Advertising

is more important than howyou say it.

Today you have to run fasterto stay in the same place

Jhn F.Kenndy

Philip Ktler

David ogilvy

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Market Flash

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Launch Pad

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Page 3

PAGE - 3

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Big Ideas

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INDIAN TELECOM MOGUL

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Budding VoiceMerchandising- The New Age

Revenue MachineMerchandising is actually using displays and stocking

shelves to make products available to the customers.

But today it is much more than that; there is another

meaning to merchandising altogether.

It is also the use of brand or image of one product or

service to sell another unrelated product or service.

This is one of the important aspects of the whole li-

censing business in the commercial world. Some of the

giant names (companies) license their trademarks, lo-

gos, images and brand names to others, who hope to dobetter in markets availing the license

In the recent times we have witnessed many such li-

censes. And somehow this is visible to a large extent

especially in the symbiotic relationship that toy companies and the movie makers have developed.

Twentieth century fox gave license to Mattel Inc., worlds leading toys manufacturer to design toys for the character

of James Cameron in Avatar, the 3D lick that created waves in the world. Whereas, Mattel Inc., sold its license to

Allan corporation to use its brand (Barbie) to manufacture the Barbie shampoo( already introduced in India now)

on the 50th anniversary of the Barbie dolls, the most fashionable and admired dolls worldwide.

In India the best example is Arvind mills that has license of brands like Arrow, Wrangler, and Lee in India and inter-

nationally to make denims etc and sell them at huge proits..

Now can you see why I called this article as merchandising- the new age revenue machine? Of course licensing is

o late illing the kitty of both the licensor and licensee with stupendous proits. Licensing is actually a win-win

situation for all in this sense. The customer gets wide range in terms of products at better pricing, the company

that issues the license earns more and more visibility and the company that holds the license earns with the brand

name et. al. of the more popular company.

After all, what is the main motive behind marketing? It is Proits and stakeholders satisfaction.

- Priyanka Singh

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Product FailuresGLOBAL FOCUS

PAGE - 6

- Prasanna.K.S

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Market Analysis- Prasanna.K.SWORLDS TOP 10 AIRLINES

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Contd..

7. ETIHAD AIRWAYS

Established in 2003, Etihad Airways is the

lag carrier airline of Abu Dhabi, United

Arab Emirates, with lights to about 50

destinations. Etihad has its head ofice in

Khalifa city, Abu Dhabi

8. AIR NEW ZEALAND

The national airline of New Zealand serves 26 destinations in 14 countries in

Asia, Europe, North America and the Oceania region. It ranks among the top 10

for its services. Currently it is the only airline to circumnavigate the world. AirNew Zealand is a member of the Star Alliance global airline alliance

9. MALAYSIAN AIRLINES

This Kuala Lumpur based airline com-

pany has some meticulously main-

tained planes, covering Asia, Middle

East, Europe, Australasia, and to Los

Angeles. It receives a ive-star rating

along with Asiana, Cathay Paciic, Qa-tar Airways, Singapore Airlines and

Kingisher Airlines from Skytrax.

10. THAI AIRWAYS

The non-stop 18 hours light from

Bangkok to Los Angeles, the Most

Hygienic In-Cabin Environment

program, etc are some of the high-

lights of this Thailand based air-

line company. It ranks high for its

service.

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Marketing Mantras

Classied Advertising: Print advertising that is limited to certain classes of goods and services, and usually lim-

ited in size and content.

Day-After Recall Test: A research method that tests consumers memories the day after they have seen an ad, to

assess the ads effectiveness.

Loss Leader: A retail item advertised at an invitingly low price in order to attract customers for the purchase of

other, more protable merchandise.

Motivation Research: Research used to investigate the psychological reasons why individuals buy specic types

of merchandise, or why they respond to specic advertising appeals, to determine the base of brand choices andproduct preferences.

Parity Products: Product categories where the several brands within that category possess functionally equivalent

attributes, making one brand a satisfactory substitute for most other brands in that category.

- Prasanna.K.S

- Ait MamMarketing HumorGrandmas Ham

One day, shortly after Riya and Rajiv got married; Rajiv came into the kitchen to nd his new bride preparing a

ham to go in the oven. Riya took the ham and cut off both ends and then put it in the baking pan. Why did you do

that? asked her surprised husband.

Thats the way Mom taught me to do it, she replied. But since she didnt really know why she was supposed to

be doing it, they decided to ask her mom the next time they

saw her. When they asked Mom why she told Riya to cut off both ends of the ham before baking it, her motherreplied, Thats the way Grandma taught me to do it. Since no one knew exactly why they were supposed to do

this, they decided to ask Grandma.

Grandma, you taught Mom and Mom taught me to cut off both ends of the ham before baking it. Why do you do

it that way? Riya asked.

To t the pan, replied Grandma.

Morale: Dnt get caught up in always ding things as they have always been dne!

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Quiz

1. He discovered once that his dues hadnt been fully paid, so he landed up for shooting with make-upon only one side of his face. When the director questioned him, he replied Aadha paisa to aadha make-

up. Once he bit the hand of a producer with his teeth because the latter did not read the sign at the front

door which said Beware of _____. But this eccentric man is known for his accomplishments in cinema.

Who is he?

2. Three of Xs lms are on American Film Institutes funniest American lms. He was born in

Brooklyn and won 3 consecutive Emmy in the late 90s. X is known for his parodies and lm farces. Iden-

tify.

3. X was founded in 1906 and supplied almost half of the jet engines used by Allies in World War

I. X was nationalized in 1971 but was again privatized in 1987. The companys automotive division was

separated from its aircraft engine division in 1973. Identify X

4. X idea was oated on a drawing made on a paper napkin by one of the co-founders to show the

concept to the other. The companys legal battle with incumbents in its eld at the time of Xs launch in

1969 was turned in a childrens book titled Gumwrappers and Goggles. Identify X

5. It was the rst animal enzyme to be discovered. It was discovered by Theodor Schwann in 1836

and one of the rst to be crystallised. The name was derived from a Greek word for digestion. Name the

world famous brand named after the enzyme

6. X, a BA in economics and mathematics from Harvard, worked as assistant manager at P&G, where

he shared an ofce with Jeffrey Immelt, the current CEEO of General Electric. X dropped out of Stanford

to join his present company and is currently the CEO of the same. Name Xs company

7. Connect Hino Motors, Scion, Daihatsu, Highlander and Tundra to a giant umbrella company

PAGE - 10

ANSWERS:

1.KishoreKumar

2.Melbrooks

3.RollsRoyce

4.South-WestAirlines

5.Pepsi

6.Microsoft

7.Toyota

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Cartoon Scape

PAGE - 11

CONTRIBUTIONS

Launch Pad- KINSHOO SHAH

Page 3- SHAONI BANERJEE

BIG IDEAS- JERRIN JOHNSON

Quiz - C. THILEEBAN, ARIJIT MAjuMderQuotes- PRASANNA.K.S

Cartoon Scape- SOURCE: INTERNET