Monday, August 25, 2014

Marketing Continuum 2014 - Report

Marketing Continuum 2014 was organized on 10th August, 2014 with a theme reflecting the current trends and challenges faced by the Marketing Managers.

In an era where customer wants are continuously evolving, Marketers have to be vigilant and agile in order to match their expectations. In the evolution of Marketing, from delivering values to delivering experience, the role of customer touchpoints has been very significant. Considering the increasing significance of customer touchpoints in today’s competitive markets, and the need for its effective management to achieve customer engagement, Marketing Continuum was themed as follows: “Managing Customer Touchpoints – a Road to Engagement”


The first speaker for the day, Mr. Vikram Swaroop, Head, Marketing Communications, Skoda Auto India Ltd. spoke about the topic: ‘Managing Customer Touchpoints: Next Generation Digital Marketing’. He started the talk by giving insights on how the automobile industry is becoming commodity based rather than brand based. He mentioned the increasing online research by the consumers and also the increase in number of options available to the modern car buyer. He also mentioned that Skoda’s Facebook page has 1.2 million likes; YouTube channel has 8.6 million views and is the only car brand in India which gives the same online experience on a desktop and a mobile. He stressed on a significant point about how Skoda is not in the volume game to compromise on the safety standards. He concluded by saying how important it is in today’s business to manage increasing number of touchpoints owing to the internet usage of the prospective clients.


The second speaker for the day, Mr. Amit Sharma, CVP, Marketing, Max Life Insurance Ltd. delivered a lecture on ‘Customer Relationship Management: From Differentiator to Necessity’ He started the talk by explaining the importance of Marketing in any industry. He then laid emphasis on marketers to stay relevant in the changing market scenario as over the time customers usually tend to outgrow brands. He also talked about the need of marketers to develop effective customer strategies and have atleast level three customization to cater to the ever evolving customer needs.  He then explained that customer belongs to everyone and every part of business has the potential to touch the customer at some point along his buying journey. He then explained the marketing chain starting from customer acquisition, moving on to the customer’s on boarding process and then to the customer retention and expansion process.


The third speaker for the day, Mr. Makarand Kulkarni, Head, Sales and Marketing, Glenmark Pharma, delivered a talk on the topic: ‘Customer Engagement in Pharma – New Medicine in Old Bottle.’ As Mr. Makarand Kulkarni described the global as well as Indian pharma scenario, he pointed out the same. He also came up with staggering numbers such as the current value of the global pharma industry, USD 858 bn. (INR 53000 bn). The top five players in the world – USA, Japan, China, Germany, France; of which USA and Japan account for about 50% of the global share. Pharma is not only about bitter medicines but also about Brands. There are 2 types of marketing models in India. First one is RX model wherein a medical Representative pitches about his product to a doctor who in turn prescribes it to the patient. The other model is OTX Model where in a medical representative directly sells his product to a consumer. To conclude, he emphasized once again on the robustness of Indian pharma. He said that Indian Pharma Market is doubling every year and there is still a wide scope of improvement and to capitalize on this chance, it is necessary to pick the right opportunities that come its way.


The forth speaker for the day, Ms. Namrita Sehgal, Director of Internet Marketing, Taj Hotels Resorts & Palaces, delivered a talk on ‘Managing Customer Touch Points – A Road to Engagement’. She started the talk by highlighting that the customer journey, starting from planning a trip to booking a hotel, has become more complicated than ever. She said the customer journey can be divided into two sections; The Pre-Stay Journey and the Post-Stay Journey. The Pre-Stay journey involves the following steps: Dream, Explore, Engage, Shortlist, Commit, Pre-Arrival. After describing about the Pre-Stay journey, Ms. Sehgal then explained about the Post-Stay journey which included the following stages: Just Landed, During Stay, Post-Stay & Loyalty. Ms. Sehgal then concluded by stating that the future use of wearable technology, augmented reality and experience zones will completely change the dynamics of managing customer touch points.


The fifth speaker for the day, Mr. Ashish Nanavati, Head, Digital Marketing, Shaadi.com. Mr. Nanavati started with a small introduction on touchpoints and their complexities and highlighted on the role of digital marketers in reducing these complexities. He then went on to explain the concept of bucketing. He spoke about different forms of media including paid, owned, earned and converged media and how each of them plays its part in developing customer relationships. He then highlighted the importance of Data Management Platforms (DMP) in capturing the touchpoints. He explained the importance of DMP in normalizing, analyzing data and tracking it to attract the target users. He then moved on to explain about the condition of E-commerce industry in India and its hidden potential. E-commerce industry is expected to grow by almost 4 times between 2011 and 2015. Mr. Nanavati concluded by saying that already twice as many things are connected through internet than people and in near future almost everything will be connected to internet.


The sixth speaker or the day, Mr. Ambi Parameswaran, Advisor, FCB Ulka Advertising discussed three case studies of Bausch & Lomb, Oreo and Nerolac. The talk started with a brief insight into the changing new generation consumer. The first case study was about Bausch & Lomb - Creating relevance for Bausch & Lomb with youth. He then moved on to discuss about OREO’s ad campaign in US. Most famous ad of 2013 was OREO’s ‘Dunk them in the dark’ which was done during a black out in the Super-bowl.  The third case study discussed was about Nerolac Paints Ad campaign. Nerolac was initially perceived as a mass brand. Lastly he discussed about the AutoExpo in New Delhi in 2014. Technology was leveraged to generate interest in the customers for Jaguar. An app with IPad integration helped them in generating 611 enquiries in a short span of time. Lastly, he spoke about various books authored by him and recommended books for the students to read in order to understand branding and campaign management.


The final speaker for the day, Ms. Rupa Roy, Director Marketing, McAfee, India and SAARC, deivered a talk on: ‘Challenges in the Traditional Marketing and the present era of Emotional Marketing.’ She started the talk by explaining about the different forms of advertising and based on a survey insisted that the advertising done using “ word of mouth” is the most effective of them all. She mentioned about the “converged marketing” in which a mix of paid, earned and owned categories of marketing campaigns had to be done simultaneously. Next, she spoke about the constantly evolving dynamics of marketing. She insisted on the importance of innovation and creativity in marketing and also mentioned that without these qualities one cannot survive in today’s world. She concluded her presentation, by urging the gathering to constantly challenge status-quo, innovate and approach problems with a creative bent of mind.
The continuum ended with a vote of thanks by the student co-ordinator for the Marketing club. Marketing continuum 2014, which saw a perfect blend of stalwarts from industry and academia, was a great learning experience for all the students of Shailesh J. Mehta School of Management, IIT Bombay.

written by,
Marktrix – The Marketing Club,
SJMSoM'15











108 comments:

  1. This comment has been removed by the author.

    ReplyDelete
  2. Nice article and thanks for the information on the new age marketing.

    Hotels in Pondicherry

    ReplyDelete
  3. Digital Marketing is a kind of marketing strategy that relies on electronic medium like television, internet and mobile in promoting a product. It delivers incredible result to the business owners to boost their business online presence and enjoy maximum leads. Digital Marketing Training in Chennai | Digital Marketing Course in Chennai

    ReplyDelete
  4. Very nice piece of information, Digital marketing is the now a days a very important aspect of a marketing plan for a marketing manager so neglecting digital marketing can be a very big mistake which can drive away the business to the competitor.
    Digital marketing training in chennai.

    ReplyDelete
  5. Thanks for posting such a interesting blog. If you are interested in taking java as professional carrier visit this website.JAVA Training in Chennai

    ReplyDelete
  6. Thanks for posting such a interesting blog. If you are interested in taking java as professional carrier visit this website.FITA Velachery

    ReplyDelete
  7. Great content thanks for sharing this informative blog which provided me technical information keep posting.
    Digital Marketing Training in Chennai | HTML5 Training in Chennai | German Classes in Chennai

    ReplyDelete
  8. What a great post full of many apps with low rates thanks for sharing Phone System App

    ReplyDelete
  9. Yes, you are absolutely correct...And it is very informative and very clear and easy to understand.. seo training in chennai

    ReplyDelete
    Replies
    1. Quick loans for people with poor credit are designed to help you access the money you need fast, without any judgement on your previous credit activities. More Info : www.paydayok.com

      Delete
  10. Now you can download Free IOS 10 from http://cydianerd.com/

    ReplyDelete
  11. Companies always need print media for their aid in promoting services and products but a single office printer will not be able to give huge output to the levels that businesses need. Read here

    ReplyDelete
  12. Thanks for sharing this with us it is a worth read. xcellent post!!! Digital marketing training provides students with meaning skills to promote a business in digital age. This training covers search engine optimization, SEM, social media marketing, online reputation management, etc.

    Digital Marketing Training in Chennai | Digital Marketing Course in Chennai | Digital Marketing Training Institute in Chennai | SEO Training in Chennai

    ReplyDelete
  13. I like this post,And I guess that they having fun to read this post,they shall take a good site to make a information,thanks for sharing it to me.
    knowledge manager articles

    ReplyDelete
  14. Thanks for your informative article. Your post helped me a lot in understanding the career prospects in Social Media Marketing.SEO Training in Chennai

    ReplyDelete
  15. Good job and bunch of thanks for this valuable post. Showbox Download

    ReplyDelete
  16. Informative post! I really like and appreciate your work, thank you for sharing such a useful facts and information about marketing strategies, keep updating the block, hear i prefer some more information about digital marketing training institute in hyderabad

    ReplyDelete
  17. This disentangles their recognizable proof, encourages the foundation of a smoother relationship, and makes a more characteristic fit for your message.
    Fax Broadcast

    ReplyDelete
  18. Truth be told, the majority of the business that Jameson Store lost was not to neighborhood contenders, but rather online venders. social media marketing

    ReplyDelete
  19. I like the above shared article very much as it shares good information for us. Waiting for something new like this from your side.
    Google Chrome Customer Service

    ReplyDelete
  20. Fabulous and thoroughly captivating, This blog is a top of the line work.
    Binance reviews

    ReplyDelete
  21. Thanks for your marvelous posting! It is very useful and good. Come on. I want to introduce an get app installs, I try it and I feel it is so good to rank app to top in app store search results, have you ever heard it?

    ReplyDelete
  22. Quality substance is dependably the way to a decent written work and in this manner, a great blogging.buy real Instagram followers

    ReplyDelete
  23. Online networking marketing is the point at which an organization utilizes web-based social networking stages, for example, Facebook or Twitter to advertise its item or administrations. EmeryEPS

    ReplyDelete
  24. Expanding business deals have never been less demanding. In the event that you have a block and mortar which deals merchandise, SEO Hrvatska

    ReplyDelete
  25. These types of marketing seminars are very important to aware the people.

    ReplyDelete
  26. Nowadays you can find a wide range of totally free SEO tools available on the web. And this overview of the most popular free SEO tools is going to help you pick up the ones that can make your website popularity soar.seo service

    ReplyDelete
  27. Great post, this is going to help a lot.to buy pets online visit us on only4pets. Thank you.

    ReplyDelete
  28. MBA Distance
    Much thanks to you such a great amount for imparting this stunning article to us.Will remain associated with your online journals for the future posts.

    ReplyDelete
  29. I really enjoy simply reading all of your weblogs. Simply wanted to inform you that you have people like me who appreciate your work. Definitely a great post
    Online MBA

    ReplyDelete
  30. online courses with certificates
    Magnificent Post, I respect your enthusiasm going to post web journals. It will help a considerable lot of them to refresh their abilities in computerized promoting.

    ReplyDelete
  31. distance MBA
    Awesome post!! This can be one specific of the most helpful web journals We've ever land crosswise over regarding this matter.

    ReplyDelete
  32. Thanks for sharing this information I really enjoyed reading this article if you are looking for app developer, Hire App Developer from theunpluggedweb please visit us.

    ReplyDelete
  33. This comment has been removed by the author.

    ReplyDelete
  34. Hi Thanks For Sharing this I really enjoyed reading this We are best Hosting Service Provider in india so if you are looking for Hosting Services please visit us

    ReplyDelete
  35. I just want say, you explained this topic very well. Website is must now for every business and writer to express the information so we are Web Development Company Chicago here to help you Digital Marketing Agency Chicago. thank for the post and all the best

    ReplyDelete
  36. It is very effective report to more digital marketing. Internet Marketing plays an important role in digital marketing.

    ReplyDelete
  37. Hi Thanks For Sharing this I really enjoyed reading this We are dedicated hosting service Provider in india so if you are looking for Shared Web Hosting please visit us

    ReplyDelete
  38. This blog through it words has given a key to proficiency.
    magento ecommerce

    ReplyDelete
  39. Interesting topic for a blog. I have been searching the Internet for fun and came upon your website. Fabulous post. Thanks a ton for sharing your knowledge! It is great to see that some people still put in an effort into managing their websites. I'll be sure to check back again real soon. Shane Perry Marketing

    ReplyDelete
  40. There has been widespread speculation revolving around the Google Pixel 3. Is it really coming anytime soon? Fans of the Pixel smartphones

    ReplyDelete
  41. generic-sovaldi.com requires either the User or Customer or the Caregiver to confirm he/she is completely aware of the indications, side effects, drug interactions, effects of missed dose or overdose of the medicines he/she orders from us. It is imperative to seek professional advice from your physician before purchasing or consuming any medicine from generic-sovaldi.com.
    Viroclear 400mg
    Sofosbuvir 400mg
    Hepcinat 400mg
    Myhep 400mg

    ReplyDelete
  42. Hi,
    update their tags daily and people can use them for free Buy instagram followers cheap

    ReplyDelete
  43. I'm interested Continuous marketing in 2014, which is reported to be better for me, there is a need to learn about it all over again. คาสิโนออนไลน์

    ReplyDelete
  44. "Thanks for sharing this information I really enjoyed reading this article if you are looking for
    Financial planning for building a home please visit us."

    ReplyDelete
  45. "Thanks for sharing this information I really enjoyed reading this article if you are looking for
    Daclatasvir 60mg please visit us."

    ReplyDelete
  46. Thanks for sharing this information I really enjoyed reading this article if you are looking for Resof Total

    ReplyDelete
  47. whether that investment came in the form of expenditure of the their time, money or both.Info Here

    ReplyDelete
  48. A debt of gratitude is in order for choosing an opportunity to talk about this, I feel incredible about it and love considering more on this theme. It is to a great degree supportive for me.

    Ms office activation
    office com/setup

    ReplyDelete
  49. Interesting substance which encourages me to get the in-depth information about the innovation. To know more details about the course visit this site.

    Plumber Las Vegas
    Plumbing Company Las Vegas
    Plumbing Contactor Las Vegas
    Commerical Plumbing
    24 hour Plumber

    ReplyDelete
  50. I am perusing your post from the earliest starting point, it was so fascinating to peruse and I feel because of you for posting such a decent blog, keep refreshes normally.

    Today Viral News in Hindi
    Viral Video News Today
    Viral News in Hindi
    Breaking news in hindi

    ReplyDelete
  51. It is guage by market pioneers and experts that video marketing would propel its frenzy this years to attract more clients rapidly. https://pxm.com.au

    ReplyDelete
  52. An online business directory is a website submission service that allows your small business's website to be added to a specific dig this where it can be searched for by interested visitors. These searchable online directories allow their visitors to search for websites and businesses that they find interesting or that they want to learn more about. Listing your small business on an online directory increases your website's visibility on the web and helps to create inbound links to your business' website. Online directories make it easy for people to find what they are looking for. All they have to do is jump online, which means that people could find your business' website from their home, office or even while traveling.

    ReplyDelete
  53. Online advertising is one way to reach out to your potential customers all around the world especially if you want to bring your business into the world scenario. Even if you have a localized business, advertising online can still be a good way to boost sales. brainclubs.com

    ReplyDelete
  54. What I wouldnt get for possess a controversy along with you relating to this. You just let them know Shinexcare.com lot of things that come from nowhere fast in which Internet marketing fairly certain Identity use a fair picture. Your weblog is extremely good creatively, After all people will not be bored stiff. But other people who is able to see past the video clips and also the design will not be thus pleased using your generic knowledge of this specific matter.

    ReplyDelete
  55. Great post. I was once checking constantly this weblog and I'm impressed! Extremely useful information specially the closing part. I maintain such information much. I was once seeking this specific information for a very long time. Many thanks and best of luck you are looking for BEST NEWSMAGAZINE please visit us. BEST NEWSFEED SITE

    ReplyDelete
  56. An online business directory is a website submission service that allows your small business's website to be added to a specific category where it can be searched for by interested visitors. These searchable online directories allow their visitors to search for websites and businesses that they find interesting or that they want to learn more about. Listing your small business on an online directory increases your website's visibility on the web and helps to create inbound links to your business' website. Online directories make it easy for people to find what they are looking for. All they have to do is jump online, which means that people could find your business' website from their home, office or even while traveling. vladimir vrbaski republika

    ReplyDelete
  57. thanks for this post and if u want to know more about uk tv now apk kindly visit us

    ReplyDelete
  58. Thankyou for this post, I am a big big fan of this web site would like to proceed updated. Custom Rom

    ReplyDelete
  59. Good site! I truly love how it is nice on my eyes it is. I am wondering how I might be notified when a new post has been made. I’ve subscribed to your RSS feed which may do the trick? Have a nice day! best dns servers for gaming

    ReplyDelete
  60. The scientific credentials of anyone working within food testing need to be underpinned with knowledge of the current and emerging regulations. This means keeping a breast of any changes to food quality standards. The all too recent horse meat scandal is a reminder of Women's Business Casual Attire food testing is needed with a global food supply chain.

    ReplyDelete
  61. When it comes to long-term food storage, many people are confused about the differences between freeze-dried food and dehydrated food. Which type of food preservation is better? Formal Business Attire Female there really any significant difference between them? Let's take a look at these two methods of food preservation, and see what their differences and their similarities are.

    ReplyDelete
  62. Must tow line this caravan together with van trailer home your entire family fast get exposed to the issues along with reversing create tight placement. awnings WordPress premium theme

    ReplyDelete
  63. An online business directory is a website submission service that allows your small business's website to be added to a specific category where it can be searched for by interested visitors. These searchable online directories allow their visitors to search for websites and businesses that they find interesting or that they want to learn more about. Listing your small business on an online directory increases your website's visibility on the web and helps to create inbound links to your business' website. Online directories make it easy for people to find what they are looking for. All they have to do is jump online, which means that people could find your business' website from their home, office or even while traveling. Cash app help

    ReplyDelete
  64. For those interested in federal student loan consolidation programs, there are qualifications which must be met. For most people with federal loans, consolidation is an opportunity to group loan payments into one affordable monthly cost. The interest rate applied to the new loan is the average of all the other loans with an addition of one-eighth percent with the interest rate capped at 8.25%. Payday Loans Los Angeles

    ReplyDelete
  65. Building a Business on purpose, takes lot of planning, lots of energy and lots of focus. Most importantly, you must be willing to persevere... no matter what comes your way. Adversity seems https://adesk.cheapsoftwaredownload.net/autodesk-rsa.html attach itself to every business with a purpose; however, you must stay focused and stay the course.

    ReplyDelete
  66. Make your battle stay SMARRT - Specific, Measurable, Attainable, Realistic, Relevant and Time-bound. Either go for Awareness or Sales or Loyalty.Exclusive Web Ltd

    ReplyDelete
  67. Wow! This could be one particular of the most helpful blogs We’ve ever arrive across on this subject. Basically Magnificent. I am also an expert in this topic so I can understand your effort. ahmedabad riverfront boating timings

    ReplyDelete
  68. With the internet turning into a vital piece of everybody's life, the method for marketing items and administrations also has advanced and each brand and business is utilizing innovation to connect with the most extreme number of individuals.SEO IN WASHINGTON DC

    ReplyDelete
  69. I feel glad about and getting familiar with this theme. continue sharing your data routinely for my future reference. This substance makes another expectation and motivation with in me. A debt of gratitude is in order for sharing article this way. the data which you have given is better then other blog.

    Kenya Safari Tours and Luxury Vacations
    Mount Kilimanjaro Climbing Packages
    Mount Kenya Climbing Safaris
    Nairobi holiday safaris and packages
    Kenya safari tours from Nairobi
    Mombasa day trips and off shore tours
    Kenya Tanzania safari tour operators
    Cheap Hotels In Nairobi City Center
    Kenya Bay Beach Hotel, Mombasa
    10 days 9 nights Kenya Tanzania safaris

    ReplyDelete
  70. Astounding read, Positive site, where did u concoct the data on this posting? I have perused a couple of the articles on your site now, and I truly like your style. You rock and please keep up the viable work.

    womens clothing boutique UK
    Laura Anderson
    swimwear UK
    womens swimwear
    clothing boutique UK
    Women's clothing
    holiday shop UK
    holiday clothing UK
    women's clothing online
    shop swimwear

    ReplyDelete
  71. I really loved reading your blog. It was very well authored and easy to understand. Unlike other blogs I have read which are really not that good.Thanks alot! live casino malaysia

    ReplyDelete
  72. It is actually mostly impossible to see well-qualified parties on this content, unfortunately you seem like you fully grasp which you're raving about! Regards by epicfollowers

    ReplyDelete
  73. The world is full of businesses but do you know how important they are? You know there are very big ones like Apple, BP and Amazon and very small ones like your local shop or window-cleaner. Grandad explains how all these businesses contribute to our daily life as importantly as the air we breathe and the food we eat. Without businesses he believes we would still be living in caves or mud huts, we would spend all our time searching for food and water. There would be no schools, no doctors, no police, no government,no cars, no television, nearly nothing, This is one of a series of articles aimed by Grandad at grandchildren everywhere. Grandad has learned many things over his lifetime in business. These articles can give you a flying start in life. download showbox

    ReplyDelete
  74. I must admit that your post is really interesting. I have spent a lot of my spare time reading your content. Thank you a lot! Uber voucher

    ReplyDelete
  75. Affiliate marketing and membership site to help you boost the number of customers and sales. Landing page and form builder to enable you to design professional looking sites in minutes.ronald banilov

    ReplyDelete
  76. Some people were enthusiastic players or enjoyed music and dancing. Chances are you’ll remember that you were happiest on the running track. Even so, with increasing obligations maybe you have found no time to have pleasure in any of your interests. Are you affected by depression and want to get free from its abysmal depths without lifelong antidepresants? You could attempt and help yourself to overcome depression naturally. bestbusinesscircle

    ReplyDelete
  77. Hello. Very cool website!! Man .. Excellent .. Wonderful .. I’ll bookmark your site and take the feeds additionally…I am happy to locate so much helpful info right here in the article. Thank you for sharing… itbusinessmind

    ReplyDelete
  78. I’m a blog crazed person and i love to read cool blog like yours…;*: theeducationlife

    ReplyDelete
  79. I have to show my appreciation to the writer just for bailing me out of this particular circumstance. Just after exploring throughout the world-wide-web and finding solutions that were not beneficial, I figured my life was over. Living without the approaches to the difficulties you’ve fixed through your good short post is a crucial case, and those that would have badly affected my entire career if I had not come across your site. Your personal knowledge and kindness in touching the whole thing was useful. I don’t know what I would have done if I hadn’t come across such a thing like this. I can also now relish my future. Thanks a lot so much for the impressive and amazing help. I won’t be reluctant to suggest your web page to any person who desires guidance on this matter. educationisaround

    ReplyDelete
  80. You are so cool man, the post on your blogs are super great.*;:;” thetechnologyvision

    ReplyDelete
  81. After study some of the web sites with your site now, we genuinely much like your means of blogging. I bookmarked it to my bookmark site list and will also be checking back soon. Pls check out my internet site too and figure out what you consider. gettechskill

    ReplyDelete
  82. Sometimes your blog is loading slowly, better find a better host.`*-;` casinobonuspoker

    ReplyDelete
  83. Keep in mind that its an opinion, people might not think the same thing. thegeneralworld

    ReplyDelete
  84. I think other web site proprietors should take this site as an model, very clean and excellent user friendly style and design, let alone the content. You are an expert in this topic! idealrealstate

    ReplyDelete
  85. Only a few blogger would discuss this topic the way you do.”~;”- thegeneralinfo

    ReplyDelete
  86. Wow, you seem to be very knowledgable about this kind of topics.*`,.. toponlinegeneral

    ReplyDelete
  87. After reading this I think is quite informative , i appreciate your time and effort to write this posts. casinogamesmedia

    ReplyDelete
  88. there are professional career coaches out there that charges a small fee* idealseohouse

    ReplyDelete
  89. J’apprécie cette photo mais j’en ai auparavant vu de semblable de meilleures qualifications; getandroidemulator

    ReplyDelete