THE

MARKETING
MAGAZINE OF SIBM, PUNE

VOLUME 4
OCTOBER 2018

FORGET 01
B2B AND B2C
WE NEED B2I
BUILDING A 03
MILLENNIAL
BRAND

THEME
BRAND-BUILDING
IN THE NEW REALITY
BINGE | VOLUME 4
MICRO-MOMENTS AND
11 INSTANT GRATIFICATION:
ENEMIES OF BRAND
01 FORGET B2B AND B2C,
WE NEED B2I STORYTELLING

03 BUILDING A
MILLENNIAL BRAND 13
CERTAINTY AND
UNCERTAINTY OF
VALUES AND THE VIRAL MARKETING
MODERN MILLENNIAL
8 SECONDS TO BUILD
05 REEL LIFE AND REAL 15 A MILLENNIAL BRAND
LIFE OF HEROES IN
ADVERTISEMENTS
WINNING CONSUMERS
17 BY USER GENERATED
LEVERAGING EXISTING CONTENT MARKETING
07 CUSTOMERS TO
GENERATE NEW ONES
LEVERAGING BRAND
19 EXPERIENCE TO
BUILD BRAND
09 BRANDING 2.0:
INFLUENCING EQUITY
THE INFLUENCER

21 INGREDIENT BRANDING
MAKING THE INVISIBLE
VISIBLE

CONTENTS
BINGE | VOLUME 4
FORGET B2B AND B2C,
WE NEED B2I PRATHAM KASHYAP, IIM ROHTAK
The definition of “Branding” is trans-
forming, but did we realize? Did we
realize that we were not only the
consumers but also the promoters of
products we use, or, when did brand
awareness become more important
than sales and profits? We did not.
Because, such large-scale transforma-
tions are usually phased over a long
period of time. We cannot mark a date
when Digital Marketing took over
Traditional Marketing, or when the
KPIs for the brands changed from
mere Sales and profit margin to Cost
per Acquisition and Customer Lifetime
Value.
The point here, is not just realizing the
transformation, but letting the trans-
formation drive your business’s
growth. The marketing world has seen
the transfer of power from producer to
consumers. It made us realize how
distance, place and time were no more
...it is high time a constraint. And now, it is high time to
to realize
realize another transformation that is
another trans- phasing in, i.e. B2I or Business to Indi-
formation that
vidual. The evidence of this transfor-
is phasing in, mation can be seen through marketing
i.e. B2I or Busi-
trends like referral marketing, influ-
ness to Individ- encer marketing, customized offers,
ual.
personalized e-mails and newsletters
etc. KPIs like Cost per Acquisition, Cus-
tomer Lifetime Value, Repeat purchas-
es have become more relevant than
Sales, Revenue and Profits. Customer
relationship avenues are being
explored and preferred over customer
segment targeting as businesses start
to realize that customer welfare will
help the businesses to grow.
01
There exists a fragile line between the
conventional B2B & B2C models and
the emerging B2I model. The chart in
the adjacent page will help in under-
standing the key differences between
the models.
Although B2I is a different model in its
own way, yet(remove) it can be incor-
porated with the other two models to
enhance their efficiency and the
impact on consumers. Let us discuss in
what ways B2I helps the other two
models.
B2I assisting B2B marketers
• Influencing the influencers
Decision Making Unit of any business
basically comprises of 6 key people viz.
Initiator, Gate keeper, Influencer,
Decider, Buyer and User. It becomes
crucial to influence each and every
person involved in the purchase deci-
sion. Through B2I marketing personal
interests of individuals can be targeted
to influence the purchase.
•Man to Man marking
Every B2B purchase has its effects on
financials, operations and brand image
of the buyer. Establishing a seller-buyer
relationship by communicating the
benefits in every front (Finance, Oper-
ations and Brand building) to the
concerned individual (respective
department heads) may help convert a
potential buyer into a key account.
B2I assisting B2C marketers
 BINGE | VOLUME 4
B2B B2C B2I

Businesses Individuals Individuals

Consumers

Companies in High/ Low Repeat purchas-

same Supply Income es/ Bounced
chain Visitors
Target Companies in Tier-1/ Tier-2/ Satisfied/ Dissat-
Segments same industry Tier-3 Cities isfied consumers

Businesses with Students/ Profes- Buyer/ Decider/

similar capabili- sionals/ Parents Influencer
ties
Go to Market Monetary/ Personalized
Strategy Non-monetary offers for
benefits bounced visitors
Methods of Providing offers Increasing Personalized
Promotion on Bulk purchas- perceived value of e-mails and
es the products newsletter
Providing Ease of Omni-channel Influencing every
Trade presence one in the Deci-
sion Making Unit
Dell supplying Tanishq targeting OYO rooms
PCs in bulk to "To be married" providing person-
Examples offices and women by alized offer for a
educational launching a bridal visitor who
institutions range of jewellery bounced back ...personalized
offers, greet-
ings and
•Increasing Conversion rate and graphy freaks, who already have a addressals
decreasing Conversion cost camera, can be targeted by promoting a help in build-
What do you think would be the camera with advanced features. ing long term
conversion rate of a television ad? A relationships.
Forward3D report underlines that •Brand building
37.4% of the total TV viewers go to the Today, customer experience has
website out of which only 5.4% become as important as the utility of
purchase i.e. roughly 2% annual the product. There is always a service
conversion rate. Moreover, a TV ad on a aspect associated with any commodity.
popular TV channel typically costs INR Thus developing a one to one
350,000 per 10 seconds. Now, this Brand-Consumer relationship will
looks like an expensive deal. This is always promote customer engagement
because even if we are targeting the and association with the brand. Every
right segment we don’t exactly know consumer wants to be seen and treated
their preferences. For example, if a as an individual by the brand. Thus,
camera brand is targeting photography personalized offers, greetings and
freaks, they cannot say if they already addressals help in building long term
have camera or not. Through B2I, we relationships.
can track individual purchasing So, rather than just witnessing this
behaviour and customize the offers shift, it is time to be a part of this trans-
accordingly. For example, the photog- formation as an early adopter because
the age of internet will bury the
laggards.
02
BINGE | VOLUME 4
BUILDING A
MILLENNIAL BRAND
VALUES AND THE
MODERN MILLENNIAL ROHIT SAHAY, SIBM PUNE
Eva Chen had once said that instead of
spending millions on getting the right
celebrity to endorse your brand, mar-
keteers would be better served by
trying to create a ‘lifestyle’ around the
The commodity
brand. In her words, “once the lifestyle
here is the
is created, the audience will follow.”
feeling of exclu-
This piece of advice is doubly true
sivity, of being
when it comes to the challenge of
part of a ‘cult’ of
building a ‘millennial’ brand.
like-minded
users.
It is, at this point, a well-documented
fact that millennials as a demographic
do not buy products, as such. What they
are on the lookout for, are ‘experiences’.
When a 20 something buys an iPhone,
the specs, the features, the price and
the durability, while important, are
secondary to the ‘experience’ which
he/she wishes to purchase. The com-
modity here is the feeling of exclusivity,
of being part of a ‘cult’ of like-minded
users. Harley Davidson motorcycles
and expensive Oakley shades also sell
on the same principle.
As is evident at this point, in such a
situation, where ‘experience’ is so
important, millennials will definitely
not ally themselves with a brand if they
believe that the experience provided to
them by that brand is: -
a) Inauthentic
b) Tainted by legal, social or moral
concerns
03
c) Espousing ideals which millennials
do not respect.
If your brand is catering to millennials,
then it would be advisable to ensure
that you’re not making a mistake as far
as these three principles are
concerned. There are a host of well-re-
spected, well-known brands which
have suffered vicious backlash because
they tried to cater to millennials with-
out paying attention to these princi-
ples.
A classic example of a well-respected
brand which missed the memo regard-
ing these principles is none other than
Pepsi. In 2017, they released an adver-
tisement featuring Kendall Jenner
where the storyboard was based on a
group of protestors making peace with
the police by offering them a can of
Pepsi.
This advertisement came out while the
Black Lives Matter movement was the
talk of the town in the USA and hence,
naturally, the perception was that the
company was trying to trivialize an
important social issue by using it as a
vehicle for their brand. For several
weeks that followed, conversations on
social media centered on how ‘inau-
thentic’ the brand had been, and how
‘fake’ and ‘immoral’ its advertising was,
as it had used an important issue to
piggyback on without leading any BINGE | VOLUME 4
constructive change in that direction.
In a matter of days, both the company
and the brand were painted as money
grubbing entities who’d do anything for
profit thereby hurting their brand
equity significantly.

Conversely, Airbnb’s Super Bowl Cam-

paign “We Accept” which made a state-
ment about accepting people from all
nationalities and ethnicities, right after
President Trump signed an order
prohibiting individuals belonging to
certain countries from travelling to the
USA, was universally praised for taking
a bold stand on a social issue.
The trick here for marketeers is to
ensure that the brand experience is
both ‘authentic’ and ‘untainted’. If your
brand is seen as merely piggybacking
and not adding anything relevant to the
conversation, then don’t expect
anything other than a negative
response.
Moving on from all of this, one of the
major ideals that is frequently
espoused in a marketing MBA course
is about how your brand ought to be
‘well defined’. It should be clear to even
a layman as to what it stands for
(Denim brands are a classic example).
However, when it comes to building a
millennial brand, conventional logic
has to be slightly tweaked.
This is because millennials probably
constitute the first generation which is
not a monolith. Every generation can
be more or less neatly categorized
according to the ideals they believed/-
believe in. However, millennial prefer-
ences and attitudes often change
according to age, territory, ethnicity, so
on and so forth. So, if you want to
appeal to millennials, perhaps it would
be better if your brand identity is
slightly fuzzy, so that it can appeal to
multiple demographics and mean
different things to different people.
A classic example of this is the car
manufacturer Nissan, whose brand
identity is deliberately fuzzy to ensure
that it can encapsulate both the basic
Micra as well as the decidedly sportier
and more upmarket 350z. The fuzzi-
ness actually works in its favour, as, if it
had tilted too heavily in one direction,
then at least one of its products on the
opposite end of the spectrum would’ve
been harmed.
The trick here
However, beyond any golden rule or
for marketeers
principle, building a millennial brand
is to ensure
is about being responsive. About think-
that the brand
ing on your feet. Aligning the brand
experience is
identity with the social, cultural and
both ‘authentic’
moral preferences of your consumers,
and ‘untainted’.
not just on a quarter to quarter, but
sometimes even on a month to month
basis. It is a truism that the millennial
customer wants his brands to be an
extension of himself, to reflect the way
he thinks about society. It is, the great-
est marketing challenge of the 21st
century for companies and their
employees to make this possible.
THE MILLENIAL WAY
04
BINGE | VOLUME 4

REEL LIFE AND REAL

LIFE OF HEROES IN
ADVERTISEMENTS DR. G.M.JAYASEELAN

We imagine
the hero to be
our friend,
build an imagi-
nary life with
the individual
and we also
destroy the
heroes in our
minds.

Be it personal or professional life, we actions in life. At times we talk to them

all look for a hero. We imagine the hero
to be our friend, build an imaginary life
with the individual and we also destroy
the heroes in our minds. A hero is
required to achieve our dreams, their
identity helps to create our goals and
thereby serves as justification for our
in our minds and build such relation-
ships that we consider to be them and
they become we. For many of us,
Gandhi is a hero and for others Bhagat
Singh and even Nathuram Godse was a
hero to people. But not all heroes
remain across generations, across

05
culture and societies, and diversified
audiences. And the few who make it,
provide a reason for human life than
just their own life. They became heroes
not because of their skills and achieve-
ments but because they provide a
direction to thought about life. Can a
society have blameless heroes? Being
in jail for violence against animal does
not stop anybody from being a global
peace ambassador. Should we create
different heroes for different goals
with each different from each other?
Every brand needs a hero to justify the
product hunt by customers. Compa-
nies need to systematically evaluate
their heroes to be successful in the
market. In this case, a hero’s success is
determined by the ability to influence
and a capacity to sell. The heroes of
business, politics and education influ-
ence people by their visions and ideas
while the heroes of brands serve as
triggers for sale of products. How can
Shahrukh Khan become a hero across
different socio-economic sections of
society? From a snake charmer who
plays a prank with girls to team manag-
er with cricketers, Shahrukh seems to
be the hero. So it is not the person who
matters but the value of one being a
potential customer for the product.
Here is a strong need for identity and
customers accept heroes nearest to
product identity. Brands need heroes
to sell as the impact of this trend is
more in India than elsewhere in the
world. The brand ambassadors should
not only be an easy way to create prod-
uct identification but should also be a
personality to be well identified with
the brand. In television advertisements
endorsed by celebrities it appears that
the actor/actress generalizes his/her
need of the product to what the
customer wants. As this generalization
gets more exaggerated, the product
benefit lacks accuracy. When the audi-
ence encounter the hero marketing a
sportswear in an advertisement, do
they think about the goodness of the
Tracksuit or check if they are as good
as the hero in the ad? So how signifi- BINGE | VOLUME 4
cant are the personalities of film-stars
in advertisements? I believe the adver-
tisers decision to associate a brand
ambassador for a product and brand
should be based on the value of the
hero which can be transferred to the
brand. In recent times we understand
that a hero’s life is always under the
media lens and so the value of a
film-star in customer’s mind is a func-
tion of both reel life and real life. It is
quite obvious that a hero’s perfor-
mance in box office grossly overshad-
..the assurance
ows everything else. Advertisements
to be communi-
aim to establish an identity for a prod-
cated by the film
uct on the basis of emotional relation-
star will be posi-
ships with customers rather than prod-
tive when it is
uct attributes, usage, manufacturing
based on the
process and benefits. The initial
measure of love
connect by the film-star in the ad to
that the custom-
bridge the gap between brand and
er has for the
customer will be based on similarity of
star and also the
star persona with customers, visibility
respect he or
in movies and entertainment and his
she commands
or her credibility. If a star like Amitabh
in society.
Bachan is known for down to earth
mass audience appeal, it may not be
wise for the advertiser to associate him
with a unique, more sophisticated,
fashionable luxury brand. As consum-
ers and markets become more mature,
marketers develop product offers that
are more advanced in technology, style
and design. It is important to get the
movie stars to adopt to these products
much before they market it to custom-
ers which will aid in different appeals
that the actors can represent. More-
over the customer will be evaluating
the credibility of the product in this
phase of brand’s life. Hence the assur-
ance to be communicated by the film
star will be positive when it is based on
the measure of love that the customer
has for the star and also the respect he
or she commands in society. Custom-
ers will certainly experience the imag-
ery of the brand, aspirations and
engagement when the product is
endorsed by a film-star.
06
BINGE | VOLUME 4

User Generated
Content (UGC)
has evolved to
be one of the
most effecctive
ways for brand
positioning
and placement
to the target
group.

*Source: Brian Solis & JESS3,

Wikimedia Commons

LEVERAGING EXISTING
CUSTOMERS TO
GENERATE NEW ONES
GEETESH MAKKAR, SIBM PUNE

In this hyper-connected world, a content. More often than not, brands

consumer can be found on multiple
and often overlapping social platforms.
Consumers admire being informed of
the product or service’s value proposi-
tion via authentic and innovative
do prefer consumer testimonials, TVC
feature for the TG (Target group) and
digital campaigns to boost engage-
ment. User Generated Content (UGC)
has evolved to be one of the most effec-

07
ctive ways for brand positioning and
placement to the target group. A mar-
keter’s job is made easy when the user
itself is made as the influencer and
sells the product on your behalf. Some
of the typical platforms where UGC is
often created, uploaded and shared are
shown by the info-graphic below.
Does UGC help brands?
The potential consumer is implicitly
affected by the media consumption
especially related to a brand which
focuses on consumer engagement.
Especially for Facebook ads, 76% of the
consumers say reviews and photos
from past buyers influence their
buying decisions. Almost, similar
proportion of consumers admit that
authentic customer pictures, testimo-
nials have a bigger impact on purchas-
ing decision rather than polished
images used in advertisements.
Coca-Cola also ran a “Share a Coke
with” campaign and used emotional
connect with its consumers. It helps
the brands stand apart from the com-
petitors by leading to a better unaided
brand recall and can potentially do
wonders for it in terms of sales.
Let the consumer do the talking for
you!
User generated content as the name is
self-suggestive is efficacious because it
enhances consumers’ trust and builds
a stronger relationship between the
brand and users. Apple’s flagship “Shot
on an iPhone” campaign is a fine exam-
ple of how apple leverages the content
shared by its loyal users for outdoor
marketing (hoardings / billboards).
Xiaomi’s “Mi Themes” platform engag-
es its users to share their authentic
media content in the form of themes,
wallpapers, screensavers, ringtones
and customizable fonts for Mi phones.
It adds certain exclusivity to the user
over other brands when their content is
shared globally and they’re appreciated
for it, although it’s the brand which
emerges as the real winner. These
brands are able to engage consumers, BINGE | VOLUME 4
build loyalty, and generate higher NPS
(Net Promoter Score) by leveraging
user generating content for its brand
communication.
The consumers, if given a chance
would love to be featured in a product
advertisement or commercial or info-
mercial. Consumers today, like to share
what they buy as they feel exhilarated
by their friends’ acceptance and valida-
tion on social media. Moreover, the
UGC is a brilliant example of owned
media as it leverages #hashtag cam-
paigns on various platforms to maxi- CEO of Vayner
mize its reach and buzz around it. Media, said
Start Now, Give them the recognition "The faster
they deserve your business
The giant media companies like Apple, realizes that it's
IBM, a chain like Starbucks have had a media com-
their fare share of leveraging UGC to pany, the more
their advantage because they realized likely it will be
sooner that they own their UGC. This to succeed."
helped them republish or use it
anywhere without any royalty for any
future campaigns be it print, digital or
social. Brands must publicly celebrate
them and deserve the recognition its
loyal consumers deserve. Gary Vayner-
chuk, CEO of Vayner Media, said it best:
"The faster your business realizes that
it's a media company, the more likely it
will be to succeed."
Key Takeaways
The marketer must realize how they
can create fresh hashtags and creative
campaigns to provide an opportunity
to consumers to come out with
media-rich content. It could include
uploading users’ pictures with
hashtags, selfie or VLog (video-blog)
with a product related story like ‘Meri
Maggi’ campaign. User generated
content is an extraordinary way to
leverage word-of-mouth product
promotion even more in the digital age
where it takes virtually no time to go
viral. It makes the brand campaign
exciting and once the brand rewards
the participating users, it boosts the
consumer engagement to another level
and enhances brand recall.
08
BINGE | VOLUME 4
BRANDING 2.0:
INFLUENCING
THE INFLUENCER
TEJASVINI, IIM INDORE MUMBAI CAMPUS
Do you remember the last time you
went on Instagram and saw a post from
a moderately famous person giving
subtle nods to a product? It could have
been a fitness junkie, who generally
Influencer posts about food, health, and lifestyle,
marketing who posted a picture of a new cereal he
works because tried which worked wonders on his
they already skin or it could have been a model who
know and posted about a makeup product to
understand which she had taken a liking. These
their follower. people would be termed as Influencers
in the marketing realm.
09
Influencer marketing can be loosely
defined as “a hybrid of old and new
marketing tools, taking the idea of
celebrity endorsements and placing it
into modern-day context-driven mar-
keting campaigns.” Influencer market-
ing works because they already know
and understand their followers and
when a brand connects with an influ-
encer, it actually connects with the
influencer’s built-in audience, which
results in an amplified message.
Brands can tap into the ability of an
influencer to target certain people and
use their authenticity and fan-follow-
ing to promote their products and
influence the buying behavior of the
consumers
Influencer marketing has been on the
rise for quite some time and some
brands find this type of marketing to be
quite challenging but it brings great
rewards. Using influencer marketing, a
brand can directly tap into the wide
audience of an influencer and amplify
its own customer base. Brands need
influencers because they act like a
missing link that builds trust between
the brands and their customers.
However, Brands cannot reach out to
influencers directly for promotional
purposes because getting there isn’t a
one-way ticket. Brands have to take
time out to research and build a rela-
tionship with influencers who fit their
niche before they get any results.
It is really important for a brand to
identify and connect with relevant
influencers who have that audience
which the brand desires. There are
many strategies that a brand can follow
which can aid in their quest of getting
the right audience and increasing their
revenue.
Don’t expect them to reach out to you,
instead connect with them yourself to
build a relationship. The ease in influ-
encer outreach has also melted away
with passing time and thus, you need to
reach out to potential influencers
before you really feel the need for
them. If you follow this suggestion, you
can build up relationships with them
before having to trust them with your
brand image and market success.
Brands can send popular bloggers free
samples of their products and these
bloggers then talk about the products
with their followers who are ideally
really invested audiences. Sites like
Alexa and Cision can help in finding
people with the biggest social media
following or the most web traffic. The
focus should be given to bloggers as
blog posts have a longer life as com-
pared to posts on other social media BINGE | VOLUME 4
like Facebook or Snapchat.
Influencers have reached to the top of
their popularity because of their
authentic and professional content.
They desire to be respected and
demand competency which is at par
with what they have. If they are treated
with kindness and their time is
respected and they are reached out to
on a regular basis rather than only
when a favor is needed, the effort will
pay off. Chat with them on different
social media, build a rapport with them
and you’ll find that your customer base
has really grown after their next post
about your product.
Furthermore, a brand should find an
influencer who has a strong connec-
tion with what the brand represents. It
doesn’t matter if you can’t rope in a big
celebrity, sometimes people with local- Brands have to
ized audiences do the job just as well. take time out to
Don’t put your eggs in one basket as it research and
can backfire. If you really do want to build a rela-
bring in the big guns, rather than just tionship with
utilizing the connection to have a shout influencers
out on the web, have them give a talk or who fit their
interact with your audience without niche before
the cover of a screen in between. they get any
Results come slower with influencer results.
marketing. So, focus on the big picture
and the success that comes in the long
run. Thus, you need to make sure that
you focus on the relationship between
your brand and the influencer rather
than on the monetary part. In fact, it
can be said that influencer marketing
is a lot like professional networking,
you need to actually connect people to
one another. Payback influencers by
introducing them to industry experts
and send them the occasional ideas
and resources.
The key to successful influencer mar-
keting is patience, consistent efforts
and relationship-building. Remember,
Influencer marketing is a marathon,
not a short run. You will need to
prepare for the long haul.
10
BINGE | VOLUME 4
MICRO-MOMENTS AND
INSTANT GRATIFICATION:
ENEMIES OF BRAND
STORYTELLING NANDITA BORGAONKAR, SIBM PUNE
"Products are made in the factory,
but brands are created in the mind."
-Walter Landor.
But how are marketers going to create
brands in the minds of customers
when the wiring of our minds is chang-
ing constantly? Our attention span has
decreased to mere 8 seconds in 2017 as
compared to 12 seconds in the year
2000. This is attributed to social
media and articles we read online
which have 5 hyperlinks embedded
resulting in lack of focus and attention.
In this tech savvy world, we live for
micro moments and instant gratifica-
Our attention tion.
span has Micro Moments and Instant Gratifi-
decreased to cation in 2018
mere 8 Micro moments happen when people
seconds in reflexively turn to a device, mostly a
2017 as com- smartphone, to do something like chat,
pared to 12 text, shop etc. These intent-rich
seconds in the moments shape preferences of
year 2000. customers whereas Instant gratifica-
tion refers to the desire to experience
gratification without any further delay.
This term was first coined by Sigmund
Freud in psychology to describe the
function of “id” which is a proposed
component of unconscious mind that
is driven purely by base instincts.
The term “Micro-moment marketing”
became a buzzword when Google
introduced this concept last year.
11
Typically, micro-moments happen
when somebody searches for some-
thing which is at TOM(Top-of-mind) in
the device nearest to him/her.
Micro-moments unfold through a vari-
ety of “I want” scenarios like I want to
shop, I want to chat etc. Micro
moments happen on the fly and they
have drastically changed the tradition-
al marketing funnel into several com-
ponents of micro moments.
Brand Storytelling- A new phase of
Integrated Marketing Communication
In brand storytelling, brand-funded
content is integrated across a variety of
media channels and go-to-market
processes and activities. Brand Story-
telling includes marketing technology
software, digital marketing, SEO, SEM,
advertising and social media. The main
objective of brand storytelling is to find
the right balance between the key mes-
sage of story conveyed and commercial
objectives of the company. It could
include increasing brand awareness,
tweaking customer perceptions etc.
The main reason behind the growth of
brand storytelling is that customers are
actively engaging with brand-funded
media that offer rich content. People
are 3x more likely to read an article
which has an informative video added
with it. For instance, Airbnb in its 2015
new year campaign effectively utilized
data analytics to create a story. The
company told its story through an
animated video showing the audience
that around 5.5 million people had
spent New Year’s Eve in their rentals as
compared to 20,000 people 5 years
ago.
Brand storytelling is aimed at creating
brand awareness. However, brand
storytelling can also be used to remove
negative publicity of a brand. Uber’s
#DadsWhoMoveUs is a prime example
of this. This ad was released at the time
of Father’s Day. Before that, the compa-
ny was taking a lot of flak because of its
ban in London. This ad was an attempt
to regain its positive image.
In present day, micro moment market-
ing and instant gratification are obsta-
cles to brand storytelling because
people do not have the time and
patience to watch an entire story. Our
attention span is lesser than that of a
goldfish. We are online 24x7. More
than 90% of the people respond to
Whatsapp messages within 1 minute of
receiving them.
Micro moment marketing shows a
future where there’s no time for a story,
an ad is shown when the TG is texting
or reading news online on the fly. An
app which is using this is: Inshorts.
Inshorts shows each news piece as a BINGE | VOLUME 4
flashcard. As one switches to the next
flashcard through a swipe, one can see
an advertisement of a particular com-
pany or link leading to the landing page
of the same. Hence, a micro moment
leads to a link which then shows the
brand story.
Companies pay a bomb for unskippa-
ble ads on Youtube because they know
if there’s an option for people to skip,
they will skip the ad. There is an over-
load of information because of 4G
connectivity and unlimited data plans.
In this era of data overflow, a marketer The future of
can’t afford to show an entire story for branding will
the brand because the brand recall be one consist-
would be low. Instead of a story, small ing of short
snippets of infographics/images or stories proba-
GIFs can be used as a time-effective bly in the form
and cost-effective way of communica- of GIFs driving
tion. For example-Zomato is known for home the key
its creative ad campaigns which are message of the
mostly in the form of images. brand.
In a nutshell, the future of branding
will be one consisting of short stories
probably in the form of GIFs driving
home the key message of the brand.
Another scenario could be where a
micro moment is used as a gateway to
reach to the brand story. In a micro
moment of texting, an engaging image
of the brand will be shown which will
enthuse the customers to look at the
entire brand story through the embed-
ded hyperlink.
12
BINGE | VOLUME 4

CERTAINTY AND
UNCERTAINTY OF
VIRAL MARKETING
LAKSHMI VENKATA SAI KIRAN KALVA, SJMSOM

The concept
has been used
by companies
since ages, and
not too long
ago it was
known as
Word-of-the- “This video is going viral”, is a
mouth. common utterance that we hear nearly
every day. So, what does ‘viral’ connote?
Just like a virus, which spreads from
person to person, ‘viral’ refers to the
information that is passed on from
person to person across various modes
of media. When this social phenome-
non is employed for marketing specific
products, the approach is referred to as
Viral Marketing. Now that we are famil-
iar with the concept let’s try and under-
stand why this method of Viral Market-
ing is becoming more and more
important for companies.
New or Old?
Viral marketing is not a new term as
people tend to think. The concept has
been used by companies since ages
,and not too long ago it was known as
Word-of-the-mouth. How many of us
can still sing the washing powder
Nirma jingle even in our sleep, well
there was no internet when that adver-
tisement was released but still it imme-
diately became a jingle that everyone
sang although contexts may be differ-
ent. The song became so famous that
Nirma are still using the same song
after these many years. In the same way
there were many advertisements and
marketing campaigns in the in the not
too distant past that spread like wild-
fire and are still recalled and remem-
bered. Remember Hutch? Of course we
do, although the company does not
exist anymore , people will still
remember its marketing campaign
because of the advertisement which
even contributed to the fame the dog
associated with the campaign enjoyed)
It went on to be known as the “Hutch

13
Even I am unaware of the breed of the
pooch, I refer to it as ‘Hutch Dog’ as
well
Why it became popular now?
The difference between old and the
current viral marketing is that the cost
of marketing came down drastically.
All that a company needs to do is to
come up with best content and leave
the rest to the customers. Remember
the advertisement by “Dollar Shave”? It
became a sensation over night because
of viral marketing. Is it because people
really like the idea of dollar shave? Or
was it due to the way it was presented?
Some companies took the cost of viral
marketing so low that they became
viral just with memes or jokes. Do you
follow Amul’s page on Facebook? If you
don’t, you should do it.They can be
called the ambassadors of viral mar-
keting as the campaign itself barely
costs them anything (they have to pay
for the content writers though). Wend-
ey’s on Twitter is another example of
viral marketing with their witty posts
retweeted by millions of people.
What will go viral?
The one problem with viral marketing
is that no one knows what will become
viral and what will not. The uncertainty
is what makes it more interesting.
Some become famous without any
reason, for example, the Old Spice
advertisement , which was still the best
advertisement of that brand , went so
viral that even the company didn’t
expected it to be that big a hit. Talking
about uncertainty, do you know that the
first video of Mr. Bhuvan Bhm of “BB Ki
Vines” was an accident? Talk about
luck! Despite the uncertainty, brands
may meticulously craft their cam-
paigns by scrutinizing the tastes of the
target audience, and creating content
that appeals to such an audience. It has
been observed that, most of the times,
“emotional” or “funny” content emerg-
es as the victor in the bid to go viral.
Viral means Profit? BINGE | VOLUME 4
Viral marketing may not always mean
that people will buy the product; it
depends on the video content and why
it went viral. Just because the Twitter
war between Audi and BMW went viral
doesn’t mean people will start buying
those cars overnight. But it will surely
increase brand visibility and brand
awareness among the people , which
will certainly increase the sales and
revenue. Viral Marketing is not solely
centred around popular social media
portals such as YouTube, Facebook and
Twitter. There are online forums and
blogs where large number of people
share their opinions with others. The
best thing about viral marketing is that
the company will instantly know which
segment of the people likes the product
and can estimate how much its sales
can increase. They can also address the
doubts of the people by responding to Despite the
the reactions and comments on the uncertainty,
posts shared by the company for that brands may
purpose. meticulously
craft their
Viral Demarketing: campaigns by
We talked about benefits of viral mar- scrutinizing
keting. At the end we should also the tastes of
discuss how viral marketing can be a the target
loss if the content is wrongly perceived. audience.
In 2017, a Pepsi advertisement featur-
ing Kendall Jenner (a white woman) on
the Black lives matter protest became
an expensive and ill-conceived idea for
the company. And of course who can
forget “United Airlines broke my
guitar”? The song is still so fresh
because United Airlines I am not
certain as to what this phrase may refer
to; prima facie it seems to be a morsel
of unintentional comedy.
Finally, viral marketing is perhaps the
cheapest and the best manner by way
of which a company may become popu-
lar. However, the competition is so
intense that companies have to come
up with unique content to become pop-
ular and to be remembered for a long
time.
14
BINGE | VOLUME 4
8 SECONDS TO BUILD
A MILLENNIAL BRAND
TANAYA MONDAL, SIBM PUNE
8 seconds! That is all you get to grab the
attention of a millennial and convert
him into a consumer. Courtesy to the
smartphone revolution, the average
attention span of a human being has
fallen to 8 Seconds from 12 seconds .
Guess who is doing better in holding a
thought – A Goldfish with 9 seconds of
attention span!
Willingness to
wait and desire Millennial brands tend to market
for in depth differently than the other conventional
analysis is brands. Quality content can definitely
consequently influence the viewers/readers into
diminishing. buying a product but this is clearly not
enough anymore. An appealing adver-
tisement should be personalized,
authentic, informational, verified,
visible in social media and accessible
across multiple platforms. But to build
a millennial brand, you must tightly
pack each one of these aspects into a
short content to engage the user and
get your message registered in his
mind. If you fail to do so, they will hit
the back button and move on to a com-
petitor in the blink of an eye.
MAKE IT QUICK!
Even before deciding on the content,
you need to ensure that the content is
reaching the consumer whenever he
wants. Studies have shown that 32% of
consumers start to abandon slow sites
within 1 to 5 seconds. Single second
delay in loading the content can result
in 11% fewer views, 16% decreased
customer satisfaction and 7% lost
conversions.
Another study by IAB in partnership
with Millward Brown Digital and
15
Tremor Video, found that brands
which run 10-second mobile video ads
have an increased appeal and persua-
sion potential with millennials. For
multiscreen video advertising, millen-
nials resonate more with the brands
that take short-form approach.
INSIDE THE MILLENNIAL MIND
Marketing 101 teaches us one of the
most important lessons: Understand
what the target market needs and why
they it needs it. This is essential in
order to sell the customers products,
tailor made for them. While decoding
why majority of 440 billion millennials
are prone to shorter formats of adver-
tising, some of the obvious answers
which pops up are: proliferation of
technology, time crunch, easy alterna-
tives and impatience.
Rapid adoption of smartphones,
expansion of free Wi-Fi, portable
hotspots and 4G era keep the millenni-
als connected 24X7. They need to skim
and skip to stay ahead of the over-
whelming amount of information that
is flooding the internet every second.
Approximately, 50,000 GB of data is
being generated every second in
2018.That’s a lot of information and
short format ads make sense unable to
understand this line.
With plethora of information and
content instantly accessible from
numerous sources, the willingness to
wait and desire for in depth analysis is
consequently diminishing. The millen-
nials live in a world of convenience
with multiple relevant brand choices,
instant gratification and quick fixes

which lead to fickle-mindedness and a
lack of deep thinking.
BUILDING A SUCCESSFUL MILLEN-
NIAL BRAND
Nobody expects a user to concentrate
on a lengthy product description or
watch a 3-minute-long advertisement
because the mind is bound to wander.
The brand architects should leverage
this attribute to get as much as content
delivered in a limited time span. Also,
the marketeers must not rely only on
the times of key consumption to
display their products as the users are
active all throughout the day.
To engage a potential customer, some
of the following suggestions must be
incorporated in visual advertising:
• The mantra is: Say it quick, say it
sweet! Include the key information
upfront. Decide exactly what you want
the user to take away from your adver-
tisement and frame accordingly.
• Present information in a logical and
sequential pattern. This keeps the
attention of the users intact from
beginning till the end and allows you
get your key points across.
• Find out which platform resonates
with your product or which platform
the mass is using. Brands like Warby
Parker and Toms have capitalized on
BINGE | VOLUME 4
the propensity of the millennials to use
social media to market their products.
• Tell the users no more than they need
to know. If your goal is an online trans-
action, then get them to this point and
present them with the option to
purchase.
• Make the atmosphere convenient and
conducive for the users to maintain
their interest. Uber has tapped into the Nobody
ambivalence of millennials towards car expects a user
ownership and has grown its business to concentrate
around convenience. on a lengthy
• Novelty is one of the key elements of product
the Reticular Activation System (RAS) description or
which affects attention span. Repre- watch a 3-min-
sentation of information in alternative ute-long adver-
forms will help get the message spread tisement.
effectively.
CONCLUSION
Millennials prefer short trips to long
planned vacations, short stories to
elaborate novels or T-20 cricket to
tedious test matches. But there is no
denying to the fact that millennials
comprise a key consumer demograph-
ic cohort with an ability to consume
web-based content and high purchas-
ing power. To build a millennial brand,
the brand-builders need to embrace
this truth and adopt a more compact
and different style of advertising.
16
BINGE | VOLUME 4
WINNING CONSUMERS
BY USER GENERATED
CONTENT MARKETING SHALINI JHA, NMIMS, MUMBAI
User generated content comprises of
posts, wikis, chats, discussion forums,
tweets, podcasts, video and audio files,
advertisements and other forms of
medium that are created by users of an
online system or service often made
available via social media websites. It is
also called user created content.
It is used for problem processing,
news, entertainment and advertise-
ment to name a few. It is an example of
democratization of content produc-
tion. During 1980s, traditional gate-
keepers such as newspaper editors,
publishers and news shows approved
all forms of content before it was aired
or published. Later, as media technolo-
Talking from gies and production has become more
the consumer’s accessible, user friendly and affordable
perspective, to the general public, large number of
attention is a amateur individuals are able to post
scarce texts, digital photos and videos online
resource, thus with little or no gatekeepers. Addition-
making it ally, user generated content may also
valuable and include open source, free soft wares
important. and flexible licensing to further reduce
barriers to collaboration. It has also
been characterized as citizen media as
opposed to the packaged goods media
of the past century.
User generated content: A boon
A report by Kleiner Perkins on Internet
trends 2017 shows that user generated
content marketing creates 6.9 times
17
higher engagement than the brand
generated content on Facebook. Eigh-
teen billion pictures were shared on
Instagram alone in the past one year by
users. Hence, user generated content is
at the center of all the content market-
ing strategies these days.
Talking from the consumer’s perspec-
tive, attention is a scarce resource, thus
making it valuable and important. User
generated content creates a lot of
attention by those who create it, experi-
ence it or look at it. Consumers trust
each other more than they trust any
other part of marketing. When a
consumer reads a review, one feels that
these are the same attributes he or she
values in a product and that creates a
lot of trust and consumer confidence,
which results in higher purchases in
retail sites. It builds communities and
helps people easily identify and engage
likeminded people. Similarly, when a
customer buys something, a genuine
recommendation is the strongest
influence on his or her purchase deci-
sion.
From a company’s perspective, photos,
videos, comments and reviews are gold
mines for brands and retails, which
can be managed and mined for extract-
ing insights. Brands can get a lot of
useful and constructive feedback from
these social content and can use it to
make better products and services.
Users generating content have the
desire to express themselves and love
to achieve certain level of fame or pres-
tige, which ultimately creates strong
SEO. The more number of times the
brand is tagged or mentioned, the
better the SEO becomes.
Toyota, during its campaign called
Feeling the street chose the best user
generated content on Instagram and
shared it on their Facebook page. The
campaign turned out to be so engaging
that it fetched more than a million
likes, comments and shares on their
page, without any additional burden on
the annual budget.
Need of strict monitoring:
There are sites where majority of
content is prepared by administrators
but numerous ancillary submissions
are made by site users such as product
reviews or comments which are
administered to avoid any offensive
content, language, infringement or
simply to determine if the content is
relevant to the site’s general theme. The
University of Illinois conducted a
research in 2012 and concluded that BINGE | VOLUME 4
one third of all UK web reviews were
fake with a purpose of boosting or den-
igrating a product.
Such things are eliminated on ama-
zon.in. The seller is given a choice
whether the review from the customer
is beneficial for him or not. If the seller
thinks that it isn’t in relation to the
context, he can delete the review. Simi-
larly, if any customer wants to put a
review on product that he purchased
on Amazon, he must have purchase
history worth 1500 rupees in the past
one year. This assures that the reviews
get published from genuine customers
and not from any random account
made by seller itself, just to promote its
brand.
In conclusion, it is safe to assume that
modern customers have become bored
of watching similar, overly branded
content while user generated content
generates more engagement. Also,
adapting to socially dependent genera-
tions like the millennial, who will soon Modern
have the greatest purchasing power customers
becomes quite important for the have become
brands. Hence, user generated content bored of
marketing should be adopted up effica- watching
ciously by the brands in similar, overly
order to achieve goals branded con-
within budget and tent while user
stipulated time- generated
line. content gener-
ates more
engagement.
18
BINGE | VOLUME 4

LEVERAGING BRAND
EXPERIENCE TO
The brand
experience BUILD BRAND
EQUITY
enforces brand
evaluation and
creates a
perception in
the minds of SHIVAM AGGARWAL, SIBM PUNE
customers.

We are living in a VUCA (Volatility, by creating an experience. Experiential

Uncertainty, Complexity and Ambigui-
ty) world and marketing is changing
with the blink of an eye. It is about
creating a long lasting experience and
today’s marketing is all about that. It
has moved from consumer to user. The
companies are now focusing on creat-
ing a user experience that ensures
brand recognition and brand
loyalty. The interaction with
potential customers has
changed from extensive
advertisements to
more personal-
ized market-
ing, there-
branding is a process by which a brand
creates a communication of their prod-
uct at an emotional level. The brand
experience enforces brand evaluation
and creates a perception in the minds
of customers. Brand equity is how your
product differentiates itself from
others and how easily it gets recog-
nized by the customers. A memorable
brand experience attracts customers’
attention and maintain their interest.
The brands leverage this experience to
create brand equity.

19
The first step and the most important
one in marketing is understanding
your customer requirements. It is not
about pushing your product in the
market. Marketing is all about pulling
your customers towards the brand. The
challenge for a brand today is to ensure
right message is conveyed at the right
time and at the proper place and to
maintain the brand consistency. The
cost of capturing a new customer is
more than the cost of retaining existing
ones. The companies have recognized
this fact and hence are striving to
maintain brand recognition among its
customers. The promotion strategies
have also changed from ATL to BTL. It
is now more about personalized target-
ing of customers. This kind of targeting
ensures that the customers feel special
as if the whole advertisement is exclu-
sively for them. An example of this is
Coke positioning itself as symbolizing
happiness. Coke is not talking about
taste anymore, but more about
feelings. With the advent of digital
marketing, it is now easier to market
and re-market a product. This field is
still nascent and can be a helping hand
for SMEs.
Today’s customers are more informed,
and the success of a brand lies in creat-
ing emotional connect with target
group. The communication between
the brand and the customers should be
one to one or one to many and not
one-way. Organizations have realized
that brand takes the company forward.
Also, customers feel more involved
when they are reached directly instead
of cold pitching. It is the responsibility
of brand to touch 5 senses of the user.
According to Mosaic and Event Mar-
keting Institute’s report- EventTrack
2016 Content Edition, 98 percent of
users feel more inclined towards
making a decision to produce product
after they attend a live session. So, if we
think about using AIDA model, the
action part is not triggered until and
unless the users achieve what they
expect from a brand.
One of the ways which companies use BINGE | VOLUME 4
to create experience is flagship stores.
These flagship stores connect with the
customers and communicates the
values of the brand. Internet and social
networking websites could be another
way of creating a brand experience.
Also, with the new technological
advancements, campaigns around the
world are targeting people through AR
and VR. Understanding user psycholo-
gy is important to understand our
target group.
Digital touchpoints and interactions
provide us with huge amounts of data
which can be analyzed to understand
user perception. Based on this analysis,
marketing activities can be targeted at
the right points in a customer journey
so as to ensure selling for the short
term while building loyalty for the long
term. The brand values must align with
the offering of the product. According
to a report, one-third of marketers are
not setting integrated digital strategies
..interactive
(Kantar Millward Brown’s Getting Digi-
brand commu-
tal Right, 2016). Digital channel must
nication via
be aligned so as to give same feeling at
experience is a
every level to the user. If a brand
sustainable
provides better customer experiences,
method as
customers will be happy and will help
compared to
in creating better brand equity. For
product pro-
example, BMW uses their official deal-
motions or any
ership network to enhance local
other flashy
customer experience. Their outlets
advertising.
feature large video screens and elegant
displays to make customers feel like
they are in a luxurious space. It is about
creating a successful connection with
the consumer. Starbucks understands
that people don’t just come to have a
coffee at their outlet. They want a com-
forting environment where they can
hang out with their friends, read a book
or do their work. Brand experience
bridges the gap between customers
and the brand.
To conclude, an effective way of build-
ing brands can be experiential brand-
ing. Since customers are now more
aware, interactive brand communica-
tion via experience is a sustainable
method as compared to product
promotions or any other flashy adver-
tising.
20
BINGE | VOLUME 4
INGREDIENT BRANDING
MAKING THE INVISIBLE
VISIBLE
DR. ROHIT GIDWANI
Onstage at “Google’s Innovation in the
Open” developer conference in May
2017, CEO Sundar Pichai announced
that the company’s Android operating
The more system recently crossed a major mile-
complex hard- stone. It now had more than 2 billion
ware that monthly active devices. A year and a
Smartphones half ago, Apple announced that there
have, the need were over 1 billion iOS devices in active
for more com- use.
plex operating Android has continued to move ahead
system (OS) and now has 85% of the market of
arises. Smartphone OS.
Nokia, once the dominant market
leader, has been reduced to irrelevance
and has finally joined the Android
party.
With results like this, Android can lay
claim to the title of most successful
Ingredient Brand of all time, chal-
lenging the previously unassailable
Intel.
“Ingredient Branding” is the technical
term for this strategy of taking the product
– originally a business-to-business prod-
21
uct – to the consumer marketplace, where
it gains global recognition.”
(Kotler & Pfoertsch, 2010)
The new mobile phones are not just for
talking or texting, they have hardware
more like personal computers today
and they can carry and process data to
compensate consumers’ needs when
they are away from their computers.
The more complex hardware that
Smartphones have, the need for more
complex operating system (OS) arises.
Android is an open-source software
stack for mobile phones and other
devices.
Like Intel, Android has achieved its
success at the expense of its host
brands. We talk about Android phones,
we don't talk about Motorola phones or
Samsung phones with the Android
operating system. Motorola and now
Nokia may have found a new lease of
life by adopting the Android OS but
their margin opportunities are signifi-
cantly eroded if it's just one of many
manufacturers who can supply
Android phones. Any manufacturer
that partners with an ingredient brand
as strong as an Android or an Intel
trades away a good portion of its equity.
One important difference between
Android and Intel is that Intel made
itself really difficult to extract from its
hosts. Intel has spent significant mar-
keting dollars directly on the consumer
and indirectly through advertising
subsidies to its OEM partners; and this
worked the magic for them. The OEMs
became addicted to the money and
consumers were trained to look for the
Intel mark. Android has taken a differ-
ent route to market, gaining market
traction quickly by being offered for
“free" and without significant market-
ing support.
Ingredient Branding
Ingredient Branding has been in
market since 1960’s and its popularity
has increased in last few years with
more alliances of products, brands and
marketing programs. Now in the new
millennium, hundreds of component
suppliers have discovered
the power of
Ingredient
Branding.
There is a world-
wide rush of
suppliers in various industries to
reach the minds of the final
consumer. The success stories of
companies such as Intel Corporation,
WL Gore & Associates, Bayer AG,
The NutraSweet Company and
Dolby Laboratories, have revealed the
potential advantages of Ingredient
Branding and shown many component
suppliers that they can realize better
return on investment with new.
Academic studies in this direction are
also gaining momentum.
The explosion of high-tech products,
from PCs and mobile phones to
modern textiles and household appli-
ance has made it increasingly difficult
for customers to make purchasing
decisions. In order to process all the
information that is available to them,
one could say that they need the help of BINGE | VOLUME 4
a “translation key”. An example of such
a key could be a strong brand name
which communicates special features
and advantages of a product, thereby
simplifying the decision making
process for customers. This “key” is
provided by Ingredient Branding and
is especially important for Ingredient
Brands – brands within brands; they
make the invisible component visible
in the minds of the final user.
Within the marketing discipline,
ingredient branding is a term used to
define the practice of using a The explosion
component contained within the of high-tech
larger product as products, from
an opportunity to PCs and
identify mobile phones
enhanced to modern
textiles and
household
appliance has
made it
increasingly
difficult for
customers to
value make purchas-
(Desai ing decisions.
& Keller, 2002).
This practice is
b e c o m i n g
increasingly popular
within the marketing discipline.
The objective of ingredient
branding is to illustrate to the consum-
er that there are quality ingredients
being used to build, develop and
produce the product and to create
consumer (end user) pull (Kotler &
Pfoertsch, 2006). Consumer pull is a
term referring to consumer demand at
the retail level. There are a multitude of
ingredients in today’s modern
consumer devices. For example, in a
computer there are many components
that are sourced from various suppli-
ers such as the CPU, motherboard, and
LCD display. However, not all of these
ingredients are branded at the
consumer level and are mostly known
by the manufacturer who integrates all
of the components and sells the final
22
BINGE | VOLUME 4 product. Establishing the value propo-
sition for that ingredient as the core
value adding element is the key objec-
tive. Some notable ingredient brands
include Gore-tex, Nylon, Teflon, Lycra,
NutraSweet, Dolby, Intel and Bosch
(Kotler & Pfoertsch, 2006).
An ingredient branding strategy typi-
Ingredient cally has similar objectives to a general
branding can branding strategy. The creation of
have a signifi- customer preferences within a pre-de-
cant strategic fined target audience is the first objec-
benefit for both tive for many companies. Secondly, the
the parent strategy will seek to improve customer
company and loyalty and commitment to return to
the ingredient purchase or upgrade devices powered
brand compa- by that same ingredient in the future.
ny. However, the most crucial goal of
ingredient branding is to increase
potential for sales volumes and market
penetration. A powerful market posi-
tion can ensure that a company can
charge a premium for their component
and ultimately increase the value of the
company and the product (Kotler &
Pfoertsch, 2010). A similar but distinct
concept to ingredient branding is
co-branding. These two concepts vary
in that co-branding is the basic inclu-
sion of other brands in or on marketing
tactics (Kotler & Pfoertsch, 2006).
Ingredient branding, as stated, is
simply the branding of one component
23
that illustrates the overall value of the
product itself. It is also possible to
consider ingredient branding as a
specific category of co-branding
(Blackett & Boad, 1999). Building a
brand, as a general practice, whether
via ingredient branding or co-branding
is something that can take years to
accomplish since the process happens
within the mind of the customer. Influ-
encing the customer’s opinion, aware-
ness and decision process is how a
brand becomes a powerful force (Lam-
ons, 2005).
Ingredient branding can have a signifi-
cant strategic benefit for both the
parent company and the ingredient
brand company. Ingredient brands
themselves can be highly beneficial for
the host brand, enhancing the
perceived value, creating consumer
pull, and making what would other-
wise be invisible, visible (Blackett &
Boad, 1999). For the ingredient brand,
the awareness of the brand and
consumer demand can drive up prices
of the ingredient itself as the percep-
tion of the component is seen as valu-
able.
The Android mobile operating system
is free for consumers and for manufac-
turers to install, but manufacturers
need a license to install Gmail, Google
Maps and the Google Play store -
collectively called Google Mobile
Services (GMS). That means that,
despite the huge success of Android so
far, it's possible that some manufactur-
ers may still be able to liberate them-
selves from their Android dependency.
Indeed, there are attempts by the
Chinese Phones, Motorola and others
too who are trying to develop and
market a new, proprietary OS.
It remains to be seen if the mobile
makers create their own OS and com-
pete with Android, or will it be the
Invisible Ingredient Android that will
remain “The Quintessential Ingredi-
ent” of mobile phones.
MARK-O-POLO
BINGE | VOLUME 4

SENIOR TEAM

Aakash Aayushi

Kushagra Sumedha Parigha

JUNIOR TEAM

Shilpa Vijay

Joseph Kushal Kinjal