 The Marketing Continuum 2018 was organized on 19th August 2018 and witnessed a series of lectures and talks centered on the theme: "Staying ahead of the curve: Navigating the ever-changing marketing landscape" The following luminaries participated in the one-day event, Marketing Continuum 2018, imparting the best of the industry knowledge to students at SJMSOM, IIT Bombay on 19th August 2018:
Following Sub topics were spoken upon in Marketing Continuum: Smart Marketing: Targeting every step of the consumer journey Speaker: Mr. Neeraj Bajpai |Head of Marketing, Abbott India Limited Mr. Neeraj Bajpai started by addressing today’s world as dynamic and spoke about the uncertainty ensued in the market as a result of this. He then talked about Abbott India Limited and its products and services. He provided statistics regarding the performance of the company in the pharmaceutical industry. He introduced the topic of smart marketing and the principles of targeting involved in smart marketing. Also, he familiarized the concept of consumer journey through various real life examples. On a concluding note, he shared thoughts about the challenges faced in India based on consumer journey of a patient suffering from thyroid. These include the increased (3x) prevalence of thyroid in India, the problem of vague diagnosis, poor treatment compliance and that 70 % of the cases go undiagnosed. Going forward, he urged that maximum amount must be spent to spread awareness on the issue. He also mentioned about a few initiatives taken by Abbott India to spread awareness. The value of Branding in B2B marketing Speaker: Ms. Masooma Pathre | DGM- Marketing Communications, Branding and Controlling –Corporate Affairs, South Asia, BASF India She started her speech by communicating to us that her presentation will be last in this segment as she will be shifting into real business. Thus, she represented the BASF’s trust in employees and the possibilities of cross functionality. Then she showed the audience a video on “Optimism into Future” and gave us an insight into the BASF’s working. She displayed the advantages of B2B Branding and ended her presentation on a note of “OPTIMISM”, the campaign of BASF where everyone works with optimism. Minimalistic Marketing Speaker: Dr. Anvitha Prabhakara | Asssistant Vice President, Marketing, Aditya Birla Group Dr. Prabhakara began the session by explaining the importance of minimalistic marketing. She began by defining the goal of any business around the customer. She promised a session full of stories to the audience to communicate her message. She dissected the subject of minimalistic marketing into various distinct characteristics. She characterized it as being simple, without any complications. The case of Apple’s logo selling happiness arising from a simplified lifestyle, i.e. owning an Apple product was discussed. The result of this strategy has resulted in immense brand loyalty and high purchase and publicity parameters. She wrapped up the session by opening the floor for questions. The Q&A section provided valuable insight about the subject. Speaker: Mr. Neeraj Pratap Sangani | Chief Business Officer, Hansa Cequity Mr. Sangani began the session by stating the golden rule of business, i.e. the underlying goal of each business is to earn profit. He stressed upon the audience to keep the golden rule in mind while developing any business strategy throughout the rest of their lives. He moved onto questioning the biggest challenges facing the industry in today’s business scenario. These were clasified into four categories: Volume, Velocity, Variety and Veracity. He explained each of these terms and how they affect the business. For example, he allowed audience to reflect back on the accuracy of such data with high variety and volume. He wrapped up the session by opening up the floor for questions. The Q&A section provided valuable insights about the subject. Influencer Marketing and Future of Digital Speaker: Mr. Akram lamba| Product Head, Media and Digital Marketing, Bennett Coleman Mr. Akram Lamba started the session by giving a brief introduction by himself and gave some insights on his professional career. He also threw some light on how an aspiring graduate should cautiously choose his/her career stating that each person should be aware of his/her capabilities as it defines them and aspires them. He, then, started discussing the importance of digital in today’s marketplace. He wrapped up the session by giving a strong message and values to students that are most important in a manager’s life: “Innovate, Inspire, Ideate and influence.” Contribution of latest telecom technologies to the new digital wave across sectors Speaker: Mr. Prasad Routray| Vice President and Business Head, Bharti Airtel Mr. Routray started the session by explaining various businesses of Bharti Airtel. He talked about the telecommunication GSM business for customers and the Airtel Business unit which caters the need of other businesses. He then explained the working model of this business unit and various levels of complexities associated with it. The infrastructure provided by airtel helped its business customers in wireless, mobility and wireline sector. He then discussed example of cyber security solutions of Airtel and talked about the UK ransomware attack and other attacks are the leading banks of the world. He also spoke at length about the merger and acquisitions that are happening around and how big players have the buying power to buy small players in the industry After which he answered a few questions about cybersecurity and the effects of new competitors and recent merger on the telecom industry. Influencer Marketing: Putting your customers at the heart of things Speaker: Mr. Thomas Steven | Marketing leader, New and Recon parts, Cummins Mr. Steven started the session by outlining Cummins vision: ‘Innovating for our customers to power their success’ and their mission: ‘Making people’s lives better by powering a more prosperous world’. He then moved forward with the facts that Cummins have a presence in India for more than 50 years with more than 20 plants. He also stated the important facts that every four trucks out of five are having Cummins engine and they introduced the world’s first electric truck even before tesla. He wrapped up the session by opening up the floor for questions. The Q&A section provided a lot of insight and clarity into the recent trends and reasons of the market industry in B2B segment. Brand Ethnicity-Leveraging ethnicity in brand building Speaker: Mr. Allen Eric | General Manager, Marketing Emami Ltd Mr. Allen Eric started the session by explaining the importance of brand ethnicity, in terms of a brand or marketer. He started by defining brand and ethnicity. He then discussed leveraging ethnicity across the spectrum. He discussed about the various steps that are part of this process. He demonstrated how category creation is done through ethnic insights. He then showed the importance of differentiation, creating evocative communication, creating ethnic creative devices. He also discussed the marketing strategy of Mentho Plus Balm which is now the market leader in South India. He then opened the floor to an interesting question and answer session. Marketing Evolution Speaker: Mr. Yatnesh Pandey| DGM-Marketing, Kansai Nerolac Paints Limited Mr. Pandey started the session by explaining the marketing scenarios across the globe. He defined marketing by its varied meanings to customers and businesses over the period of the time. He also delved into semiotics and explained how right and left brain together contribute to finding a new solution to day to day life problems. The examples of wall graffiti and various rituals such as painting the houses during Diwali elaborated the consumer mindset and how it helps the businesses to better market the paints across the festive seasons in the market space. At the last he gave the students an advice to build their own brands and to choose their positioning so that people around them can recognize their qualities. The students asked several question based upon the brand positioning and evolution of marketing techniques where consumer is at the center of the business strategies. Big data, small data and the need for better consumer insights Speaker: Mr. Shashank Gaur| Head of Trade Marketing, The Kraft Heinz Company Mr. Shashank gaur started the session by introducing the topic to the crowd and made it an interactive session from the very beginning. He first asked the audience to define Big data and Small data. Explaining small data, he said that it is most relevant part from the big data which can be structured and represented and yet not so small to not to be actionable. He then explained the term in most simplified manner saying that the Big data is universe and the Small data is planet. With this analogy he wanted to convey to the audience that the name suggests that the big data is big but still the small data is not small. It is also very exhaustive. He explained that the consumer needs are changing fast and the data is always just too much. You can neither rely on getting all the data nor you can wait till the previous data gets old and useless. He explained that it is advisable that whenever you have 80% of accurate data you can take the decision. He ended the session on the advice to audience to become smart analyst and choose our data judiciously. He then opened the floor for questions and addressed all the queries that were raised. |
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