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Brand Rovers Marketing Conclave- 2015: “Re-inventing Marketing for Connected Consumer"
September 19th, 2015
Marketing is moving into the ‘m’ (mobile) zone where consumer behaviour theories and concepts would have to be rewritten on the basis of app usage. Experiential marketing is moving into the next level of hyper engagement.
With this note FIIB’s Marketing Club “The Brand Rovers” 2015 Edition Marketing Conclave themed, “Re-inventing Marketing for Connected Consumers” at Fortune Institute of International Business, New Delhi on September 19, 2015 commenced on an exciting note. Director, FIIB, Dr. AK Sinha delivered the welcome address to the gathering. First year graduates of the college, Ms. Mansi Bansal and Ms. Saloni Joshi introduced the topic “Re-inventing Marketing for Connected Consumers” through a power packed and well synchronized presentation loaded with data, ideas and insights.
The Keynote Address of the Conclave was delivered by Mr. Abhishek Lal, Senior Director, Adidas Group. Mr. Lal expressed his views on how Omni-channel should be the main focus of marketers to reach their consumers who are very well connected. He emphasized on the constant attachment of the tech savvy consumers to their high-tech gadgets and the ZMOT (Zero Moment of Truth) for the consumers when their buying decisions are made. He concluded his speech with the thought that creating a seamless experience for the consumer is the key to re-inventing marketing for the connected consumers.
The conclave agenda included two Panel Discussions on “New Horizons of Marketing” and “Connected Consumers and Marketing”. The conclave saw speakers from renowned companies such as Print Venue.com, Corp Comm, Fashion and You, Business World, Sharp Business Systems Pvt. Ltd, Select City Walk, Ogilvy One Worldwide and OLX India.
After an enlightening keynote address by Mr. Abhishek Lal with amazing examples and videos on a connected consumer and marketing, the program proceeded to the Panel Discussion 1 on “New Horizons of Marketing” moderated by Prof. Jones Mathew, Marketing Area Chairperson and Faculty Chairperson, CMC, FIIB. The Panelists were Mr. Gagan Arora, CEO, Print Venue.com; Ms. Payel Ray Chaudhary, RM Corp Comm, General Motors; and Mr. Anurag Sharma, AVP, Fashion and You.
“E-commerce and E-research are the new keys to surviving in the market now” -Mr. Gagan Arora, CEO, Print Venue.com
“It is no more a surprise that more than 1/3rd customers worldwide prefer online purchasing these days. More than 50% of the people check internet these days before landing up in retailer showrooms” - Ms. Payal Ray Chaudhary, GM-Corp Comm, Regional Corporate Sales-North
“Survival of the Fittest. It is all about how you get connected to the customers and make profits out of it. Marketing and Operations working seamlessly is the future of marketing” - Mr. Anurag Sharma, AVP, Fashion and You
“If you can dream it, you can do it”- Mr. Annurag Batra, Editor-in-Chief, Business World.
The post-lunch session began with the Special Address by Mr. Annurag Batra. He stressed on the current need for being experimental and creative in the field of Media and Advertising with the world going digital and super-specialized. His speech was insightful, inspiring and irreverent at times!
The conclave then marked an insightful discussion held during Panel Discussion-2 on “Connected Consumers and Marketing” moderated by Dr. Nimit Gupta, Associate Professor at the college.
The discussion revolved around the topic “Connected Consumers and Marketing”. The esteemed panelists included Mr. Vivek Nanda, Head, Direct Sales, Sharp Business Systems Pvt. Ltd.; Mr. Yogeshwar Sharma, Executive Director, Select City Walk; Mr. Ashish Sahani, Account Director, Ogilvy One Worldwide; Mr. Nisheeth Srivastava, Marketing Manager, OLX India and Dr. Nimit Gupta, Associate Professor, FIIB as the moderator.
“Unless you step into the shoes of the consumer you cannot know what he is thinking. He quoted the example of Tata tea, where consumers associate “Chai” with “Dimaag ki batti jala de”. So, every time a person drinks a cup of tea, they connect with Tata tea, which creates a brand recall value.” - Mr. Vivek Nanda, Head, Direct Sales, Sharp Business Systems Pvt. Ltd.
“Today brands are able to understand and reach out to their consumers and are able to do well. The story told by each brand attracts a particular set of target customers. Marketing and Technology go hand in hand with the intervention of media and internet connecting customers to the brands.” - Mr. Yogeshwar Sharma, Executive Director, Select City Walk
“m-commerce is the next big trend in India. When it comes to offline purchases and mobile shopping, consumers mostly prefer mobile shopping. Future will be on technology which will help us in prediction of consumer buying behaviour.” - Mr. Ashish Sahani, Account Director, Ogilvy One Worldwide
“Social platforms have made it easy for consumers to reach out to brands, but it has also made it vulnerable at the same time. As one wrong move by the brand can tarnish its image. So in order to prevent that it is necessary to find the consumer dislikes and work on improving it.” - Mr. Nisheeth Srivastava, Marketing Manager, OLX India
The panel discussion was followed with an open forum discussion with the college audience. The conclave proved high on knowledge and information for all participants and it was an insightful conclave for the grads pursuing management programmes.
About Fortune Institute of International Business
Fortune Institute of International Business (FIIB) inspires and engenders novel practices that build a Happy Study and Work Place for its college students, faculty and staff. The college is committed to delivering excellence and preparing its MBAs to become agents of change in society by espousal of initiatives that lead to holistic development of the students. In management education since 1995, FIIB as an AICTE approved institution has created a special niche for itself with 1500+ successful alumni in positions of importance in various organizations across the globe. FIIB’s mission is to ‘To advance the practice of management and produce leader-managers of business and social relevance’. This mission permeates all activities at the college campus.