Ayatana 2013 – Sales and Marketing in the 21st Century

Marketing Conclave, Niche - The Marketing Club

“Ayatana”, 2013, the Marketing Conclave organised by IMNU on August 17, 2013, was graced by eminent personalities from diverse industries such as Retail, Banking, Communications, Automobile and Pharmaceuticals. The theme of the conclave was “Sales and Marketing in the 21st Century”.

Mr Darshak Mehta, VP Reliance Retail

Mr Darshak Mehta, VP Reliance Retail

Mr Darshak Mehta, VP-Reliance Retail, addressed the inaugural session by highlighting the growing presence of retail in daily lives. He touched upon the role of Visual Merchandising in conversion of sales, the emergence of Cash n Carry model and ladder pricing in the B2B segment, the immense opportunities that a liberal FDI regime can bring in India.

The next two sessions were addressed by Mr Narendra Agrawal, Sr. VP & Sr. Regional Business Manager, Kotak Mahindra Bank followed by Mr Ronak Shah, Associate VP, DDB Mudra.

Mr Ronak Shah Associate VP, DDB Mudra

Mr Ronak Shah Associate VP, DDB Mudra

Mr Agrawal stressed on the role of technology and relationship building for success in retail banking. Mr Shah stressed on marketing communication through telling the right story. This, he explained through the analogy of the “purple cow”. He stressed that companies have to come up with “purple cow stories” for their respective products and keep updating them to keep up with the changing trends.

The 3rd session was addressed by Mr. Coumara Radja, Sr. VP, Global Business Development & Marketing, Wanbury and Mr Jagat Shah, Founder and Mentor, Global Network & Cluster Pulse on the theme “Marketing in the Global Village”. He explained how the current focus is on reaching, serving and retaining customers of global brands. The current trend is that of “Glocalization”- customized market communication as per local trends.

Mr Coumara Radja and Mr Jagat Shah

Mr Coumara Radja and Mr Jagat Shah

The final two sessions of the day were addressed by Mr Puneet Awasthi, Sr. VP – Business & Industrial Research Division, IMRB and Mr Sunil Singh, Asst. VP – Channel & Business Development, 2-wheeler Division, Piaggio.    Mr Awasthi explained how consumer preferences are influenced by an individual’s social, economic and technological environment. The power of information combined with social media has brought about a seminal change in customer choices in the last few years. Mr Singh highlighted that now consumers are now seeking a highly customized retail experience and a multitude of choices at his disposal.

Mr Ganesh Nayak Executive Director & COO, Zydus Cadila

Mr Ganesh Nayak Executive Director & COO, Zydus Cadila

The valedictory session was addressed by Mr Ganesh Nayak – Executive Director & COO, Zydus Cadilla, on the theme Insights on Global Marketing. He discussed implementation of global program mes,  common mistakes made by global companies and motivation of global managers. He stressed on introducing products to meet local needs and demands. He brought in two concepts – the Magic Rs of performance- Reliability, Repeatability and Replicability – and the Golden Wheels of Success – Consistency of Purpose, Commitment to Action and Responsibility of results.

 (Content Courtesy: Media Committee, IMNU)

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