Markathon July 2013 Edition

Dear Readers,

As the monsoon season sets in and the beautiful rains capture your imagination, it’s time to let all your creativity flow. Most of the readers would be back to college after their internship stints where they would have excelled with their innovative ideas and marketing insights. The month gone by was full of activities and events, some were expected and some threw us out of our seats. Cannes Lion set the tempo for the marketers as it was time to reward the brightest minds in creative communication. Numerous Indian ad agencies won laurels for their out of box campaigns striking a chord with the consumers.

P&G, the global FMCG giant came up with its launch of first toothpaste in India extending the Oral B family. Even in world of sports, we saw some head turning, jaw dropping moments like India winning the ICC champions trophy, Djokovic losing to Murray and the likes. As we celebrate our happiness of being together, it’s time to thank our readers who have been pouring in their thoughts from across the country and throwing light on the various facets of marketing enriching our journey with thoughts and ideas that delve deep into the creative world. We are really thankful to you as you are equally responsible for the success of our magazine and we look forward to your feedback as it will only help us getting better with every edition.

The cover story this month unravels the mystique world of ‘Shopper Marketing’. With consumers not being the typical shoppers, it was necessary to address the shoppers per se and communicate with them through in-store campaigns and initiatives. It’s a must read for the budding marketers as it brings you closer to the latest development in the retail world. For this month’s Vartalaap, we get you perspectives of Mr. Vishal Singh, an Associate Professor of Marketing at New York University Stern School of Business. He brings in- depth experience from psychology research and retail competition. The world of retail is changing rapidly and it is very important to get hold of consumer psychology to gain competence and consumer loyalty and this section will enrich you with knowledge packets from the business guru. For this month’s Book Review section, we get you inside the world of one of the most powerful brand in this world: Coca Cola via the journey of its one time CEO Neville Isdell. The book captures the journey of a man from an entry level employee to the man at helm calling the shots. Addicted will give you a thought provoking analysis of two trending ads while updates section gets you heads up on the recent happenings of the marketing arena.

We are also proud to unveil the logo of Marketing Club of IIM Shillong with this edition of Markathon.

Sit back and enjoy this issue!

Happy Reading!

Team Markathon