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Marketing Continuum

Continuum, the rolling seminar series, is an annual event at Shailesh J. Mehta School of Management, IIT Bombay. The Continuums are held across the various domains of management like Consulting, Finance, Human Resources, Marketing, Operations and Systems. This event aims to cover the latest trends in management by inviting eminent speakers from industry and academia. Each of these seminars focuses on issues and challenges faced by a management function, and aims at drawing insights from the knowledge and experience of the speakers. The event is a platform for deliberation and knowledge sharing, and aims to arouse curiosity among the participants regarding specific aspects of business.

Marketing Continuum marks the beginning of the second phase of the Continuum 2010 series . The advent of newer and innovative ways to express oneself e.g. social networking , blogging etc have completely changed the way customers make buying decisions. The brand following and loyalty have become short lived and firms are working on newer ways to engage customers . This shift in focus from product centricity to relationship management and multi-channel brand endorsement is what we are trying to unravel at Marketing Continuum 2010, with the theme

Marketing 3.0: From Relationship to Collaboration

The event will be greeted by presence of stalwarts from the industry and enthusiasts from across the country. Following dignitaries will be enlightening us on the day with their experiences and vision
Mr. Vivek Sharma , Chief Marketing Officer, Philips India
Mr. Atul Sinha, Vice President - New Business Development, Britannia Industries. 
Mr. Shubhajit Sen, Vice President- Marketing, GSK Consumer Healthcare 
Mr. Giriraj Bagri, Vice President, Castrol India
Mr. Sundeep Kumar, Director, Corporate Affairs SAB Miller
Mr. Santosh Kanekar, Marketing Director, Diageo

Scorpio Zeitgeist - The Marketing Continuum Pre-Event
The Marketing Continuum fever is kicked off with a Pre event challenging the top brains of the country to come up with their thoughts in less than a minute video on Mahindra Scorpio The Iconic SUV of India. The winners get a chance to participate into Mahindra Great Escape event, along with participation at I Quiz 2010 where they can earn whopping prize money to the tune of Rs. 1 lakh.
Check out the competing videos at this link - Scorpio Zeitgeist 2010 Videos
The results of Scorpio Zeitgeist 2010 have been declared. Click here to view the results.
IQuiz 2010 - A National Level Marketing and Business Quiz
Marktrix, the marketing club at SJMSOM, IIT B strives always to share the knowledge, knowhow and excitement about marketing field with the society and hence Marketing Continuum 2010 will be followed by a National Level Marketing and Business Quiz, I Quiz 2010 in August.
The Quiz is open to all corporate in India and all B school students.
The Proud Sponsor of the Quiz is

Post - event Writeup

24th July 2010, Marketing experts from various industries delivered lectures to a packed auditorium at Shailesh J. Mehta School of Management, IIT- Bombay. The topic under discussion was “Marketing 3.0:From Relationship to Collaboration”.
Mr. Mahesh Murthy, CEO-Pinstorm, spoke of the state-of-the-art digital tools that can help manage brands in real time. Using Google trends and ad-words, it is possible to determine which keywords are “in” at any moment and then design an ad campaign around them- guaranteeing high online visibility. This requires fast turnaround times on the part of creative teams so that the Fy can respond to short-lived internet trends.
Mr. Vikrant Khanna, VP- Bharti Airtel, discussed the use of social media in marketing today. He suggested that “crowdsourcing” i.e., sourcing innovative advertising ideas from regular people rather than experts, has been experimented with, and will soon be the order of the day. According to Mr. Atul Sinha, VP, Britannia, innovation from the public could be sought for products as well as for their packaging or advertising. He deplored the slow rate of innovation in the FMCG sector and hoped that this will soon improve.

Mr. Vivek Sharma, CMO- Philips India, stressed the need for market research in order to reach out to the “bottom of the pyramid”(BoP). He suggested that products should be specifically designed for the rural consumer instead of merely stripping down an urban product to basic functionality. For a marketer, immersion in rural life could be very helpful in order to determine unstated needs of BoP consumers.

Mr. Sridhar T., AVP-Idea Cellular, also discussed BoP marketing and said that collaboration and customer engagement are essential and that an aura of intrigue surrounding a product can create interest.

According to Mr. Prashant Pandey, EVP-GSK, engaging and involving rural customers can also be achieved through street plays, movies and fairs.

The seminars all highlighted the importance of “co-creation”, as a joint venture between organizations and the interested public. The speakers also stressed the importance of the rural consumer in both product development and marketing.
The event was also accompanied with a pre event named SCORPIO Zeitgeist , an advertisement making competition, witnessing a massive participation from all over India .The event was a huge success as evident from the feedback given by the judge Ms. Deepa Arjunan, DGM SCORPIO Brand “Zeitgeist received a tremendous response from all of you: future strategists, innovators - and hopefully - passionate crusaders, who will drive transformation and steer India to greater heights. Entries received for the Zeitgeist contest, reflect enormous research, hard work and imagination. The ideas are inspired and original and each video was distinct and different from the others. And though we enjoyed them all, it was definitely an effort to pick out winners – a tribute to your creativity.” said Ms. Deepa Arjunan.