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Parivartan – The Annual Marketing Summit

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Introduction of the eminent personalities itself arose sheer excitement and enthusiasm amongst the audience who were hungry for the wealth of knowledge and experience which was to be poured in Parivartan 2012 – 13. The promise was delivered to the fullest as young, contended minds left the auditorium with smiles of enlightenment provided by the insightful session.

Marketing @ 2020 was discussed in-depth covering several the aspects of marketing including Market Research, Media Planning, Advertising, Sales to name a few. The panel members included eminent personalities from the marketing field – Mr. Debasish Biswas, Vice President – Star TV; Mr. Prashant Singh, Managing Director – Nielsen Media; Mr. Samar Kagalwalla, Vice President – Ratnakar Bank; Ms. Niloufer Dundh Sr.VP & Head -Integrated Media – Hungama; Ms. Payal Agrawal, Strategist – IndusInd Bank and the upbeat and enthusiastic moderator – Mr. Murli Krishnan, Management Supervisor, Ogilvy & Mather. Apart from imparting key insights and knowledge, they provided a new dimension to innovations in marketing strategies backed with examples, facts and figures which made the session all the more engrossing.

Earlier the customer was considered last while making or providing goods or services, but now the customer is the king. Today, he is at the top of the mind whenever a product or service is to be produced or launched. This paradigm shift in marketing, the nuances of market research, the growth of mobile advertising, apart from the general 7 Ps – the significance of the additional 3 Ps – Paisa, Position and Power, how new innovations are necessary to break the clutter, mobility of information and technology, importance of 360 degree marketing were discussed in detail. The importance of choosing the right media at the right time to target your customers was highlighted. Sales and customer satisfaction had become the crux of success for a product. With the internet and mobile ads gaining more importance, digitization is the in-thing and will continue to be in the future. The old media of advertising – newspaper and television, is to stay even in the wake of new media.

The question – answer session that followed the discussion, helped clear all the doubts pertaining to the topics discussed and marketing as whole. The speakers belonging to varied fields in the marketing spectrum helped us gauge a holistic view on the changing as well as upcoming trends in consumer preferences, consumption patterns and innovations needed in re-engineering marketing strategies in pace with the changing trends. The marketers should be aware that their industry is changing every day and hence it is important to keep a tab on it. The session concluded with the exact view – Change is today, change is now.

– Nitu Nair (MMS 2012-14)


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