AIMA’s World Marketing Congress


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PUBLICATION MBARendezvous.com
EDITION Online
DATE February 15th 2013


AIMA Organizes 3rd World Marketing Congress “Marketing Myopia 2.0”

Third in its series, AIMA’s World Marketing Congress is scheduled on 14 – 15 February 2013 in New Delhi and the theme will be “Marketing Myopia 2.0”. It will focus on the challenges that marketers face because of changes in consumer attitude, advent of social media, rising incidence of product parity, distribution challenges etc and how many marketers are struggling to cope with these. The theme re-visits the concept of Marketing Myopia as espoused by Theodore Levitt in the '60s. The Congress would be based on this well known concept, but updated for current challenges. The AIMA R K Swamy High Performance Brand Award will also be presented during this occasion. This unique award has been instituted to recognize a brand’s performance on the ground and not just for its brand recognition and likeability.

Congress Chairman 
Mr Srinivasan K Swamy, Chairman, R K Swamy BBDO Pvt Ltd

About 350 delegates from the middle to senior marketing fraternity are expected to participate

 


http://www.exchange4media.com/49846_globally-media-planners-have-been-killed-by-media-buyers.html

PUBLICATION Exchange4media.com
EDITION Online
DATE February 15th 2013



"Globally, media planners have been killed by media buyers"

Friday, Feb 15, 2013
 
The concept of competitive advantage is probably a slightly outmoded concept. Not just in monopolistic competition, but effectively managing a product lifecycle in the age of dramatic and disruptive technology is a challenge as well, according to Arunabh Das Sharma, President, BCCL. He remarked, “Probably the concept of product lifecycle itself is dead, because when you conceive a product or service in today’s age, you conceive it with a certain sell-by date in mind. He further noted that most people try and manage the brand lifecycle rather than product lifecycle. Products that constitute the brand will come and go, but brand values continue and garner consumer loyalty over a period of time. Sharma cited the example of Colgate, which continues to be has managed to be the leader amongst dental creams. “The reason why this brand is so successful is because the company has figured out that there is a core set of consumers and a peripheral set of consumers. In order to retain its consumers, the company has launched variants such as Colgate Total, Colgate Sensitive and others. This is like having a mother ship, which is generating revenues, and smaller ships which protect this mother ship,” he added.

Importance of new age marketing
With the growing importance of new age marketing, marketers have to learn to give up control. Twenty years ago the concept was different wherein the management defined controlling of brand in a different perspective. There are lots of aspects to control – product, price, packaging, distribution and communication. “What all will you control?” asked Sharma. He noted that today, the control rests with the consumers as digital and social media have given them a voice. Digital media allows one person to broadcast to millions of people and if that one person’s voice is strong and relevant enough, then millions will start echoing that voice. “The digital environment has created a sense of empowerment among people who consume,” Sharma said, adding, “The other thing that it has done is taking away a lot of credibility of traditional means of communication, that is, traditional advertising.” Speaking about sustainable competitive advantage, Sharma felt that it is all about how flexible one is as a company, in manufacturing, pricing, distribution as well as in terms of media. He lamented the fact that companies are paying very little heed to one of the most critical factors in a product’s success in today’s times, and that is how one is using media. He stressed that it is important to fine tune what message the company is communicating and how one is handling consumer feedback. “Be flexible right through the value chain,” is his advice to marketers. Commenting on the role of media planning, Sharma said, “Media planners are a tribe that doesn’t exist anymore, they have been killed by media buyers all over the world. They plan, but media buyers look for options that are cheaper.”

Stressing on the need to harness technology for marketing and communication, Sharma observed, “Technology is not the internet or Facebook or Twitter. So, if you don’t have a Twitter account, it doesn’t mean that you are not tech savvy. The question really is how technology can be your friend.” Arunabh Das Sharma was expressing his on the topic ‘Age of monopolistic competition – How to extend product life cycle?’ at the World Marketing Congress, which was held in New Delhi on February 14, 2013 and organized by the All India Management Association (AIMA).


AIMA coverage 15th February 2013

Index update
                                                    

S. No.

Date

Publication

Headline

Edition

1.

15th February

MXMindia.com

It's an era of brand experience , not of product branding : D.Shivkumar
http://www.mxmindia.com/2013/02/its-an-era-of-brand-experience-not-of-product-branding-d-shivakumar/

 

Online

2.

15th February

Pitch.com

AIMA world marketing congress – Marketing Myopia 2.O
http://pitchonnet.com/blog/2013/02/15/aimas-world-marketing-congress-marketing-myopia-2-0/

Online

3.

15th February

Best Media Info.com

It's an era of brand experience, not of product branding: D Shivakumar
http://www.bestmediainfo.com/2013/02/its-an-era-of-brand-experience-not-of-product-branding-d-shivakumar/

Online

4.

15th February

Millennium Post

AIMA Aims at enhancing India's management capability

Print


http://www.mxmindia.com/2013/02/its-an-era-of-brand-experience-not-of-product-branding-d-shivakumar/

PUBLICATION Mxmindia.com
EDITION Online
DATE February 15th 2013



It’s an era of brand experience, not of product branding: D Shivakumar
All India Management Association (AIMA) kick started its two-day 3rd World Marketing Congress in the capital. The congress, themed Marketing Myopia 2.0, aimed to explore the future of marketing and to identify the challenges that marketers face due to the changing market scenario.

Inaugurating the event, the congress chairman and R K Swamy BBDO Chairman & Managing Director Srinivasan K Swamy said, “The consumer today wants more for less and quickly, which is making product lifecycle progressively shorter. Also, there is a lot of media today but not enough consumer engagement. The marketers face significant challenges in this age of digital media.”

The congress took up several marketing issues for discussions, including the new age customers and grabbing their attention, extending product lifecycles, defining business based on customers and not products, using the internet to gain competitive advantage and the rising importance of earned media.

Making a presentation on the occasion, D Shivakumar, President, AIMA and Senior Vice President, IMEA, Nokia Ltd, said, “Marketing has changed fundamentally. It’s an era of brand experience and not of product branding. Also, today, space is no longer only the physical location of business but any space where consumers can access it.” He also stressed that marketers could no longer treat the digital media as a niche. “In fact, digital media is becoming the main media to reach out to the youth,” he added.

Mick Gordon, CEO, Ipsos highlighted that with digital platforms converging, it is important that brands start dreaming in digital. Anisha Motwani, Director and CMO, Max Life Insurance was of the view that brands need to connect with consumers every day. Concurring with Ms Motwani’s view BCCL President Arunabh Das Sharma said, “In the digital age, the concept of product life is dead and thus, one should focus on brand life cycle and values.” Gyan Gupta, CEO, Dainik Bhaskar, Digital Business, IMCL said, “The need for news has not changed, only the way people access the content has changed. Paper is not the mainstay, it is the content.” He further added  brands need to adapt themselves according to how the consumer wants to see the brand. Talking about earned media and paid media, Bhaskar Sharma, Director and GM, Red Bull India said, “Earned media for any brand remains distinct and credible, it is cool to share on all platforms. It results in high level of reach and engagement. The only issue being there is no control on how, and where it would appear.” Suhel Seth, Managing Partner, Counselage India said, “Earned media is about hinging on credibility of the brand. Earned media adds as a short buffer. What is more important for brands is that they remain relevant to their brand promise.” More than 250 marketers attended the Congress on its first day. The highlight of the event was the presentation of the AIMA’s R K Swamy High Performance Brand of the year Award, which was bagged by Apollo Tyres this year. Rajesh Dahiya, National Head, Sales & Marketing, Apollo Tyres received the award. Speaking on the occasion, Rekha Sethi, Director General AIMA, said “It is perfect time to debate marketers’ response to the revolutionary changes in the technologies and consumer behaviour.”

http://pitchonnet.com/blog/2013/02/15/aimas-world-marketing-congress-marketing-myopia-2-0/

AIMA’s World Marketing Congress – Marketing Myopia 2.0

PUBLICATION Pitch.com
EDITION Online
DATE February 15th 2013


The All India Management Association (AIMA) organized its third annual World Marketing Congress on February 14 in New Delhi.  The theme for this year’s congress is “Marketing Myopia 2.0”.

On the first day of the two-day event, a power packed panel, discussed, deliberated and debated on the challenges that marketers face because of changes in consumer attitude. The theme re-visits the concept of Marketing Myopia as espoused by Theodore Levitt in the ’60s.Going by the theme of ‘Defining business based on customers –Not products’ – Gyan Gupta, CEO Dainik Bhaskar, Digital Business, I Media Corp said, “There has been a huge difference in consumer approach and behavior over the last five years. Normal retail showrooms are being replaced by e-shops, e-cards have been replaced by shorter and crispier text-messages which further down have been substituted by free applications such as Whatsapp, facebook and twitter. This definitely signals the face pace of change in consumer’s approach.”

Sanjiv Bikhchandani, Founder and Vice-Chairman of Naukri.Com focussed on the theme of use of internet to gain competitive edge and also threw light on how marketers need to adapt themselves according to the technology savvy users and their growing requirements and demands. Sharing a similar opinion, Neeraj Gupta, Director, Sales and Operations, Google India said, “It’s time for marketers to realise that today’s consumer is the consumer who’s doing everything at the click of a button but this time it is the button of his mobile which is just 3 cm away from him. Right from capturing images to e-shopping to twitting, today’s mobile consumer does everything on his mobile and that is what needs to be taken care of by our marketers.” Gupta further added that marketers need to position themselves differently at the back of internet. Corroborating the use of internet with some successful examples such as Android operating system, Lady Gaga, Korea’s famous album Gangnam style, he said, “Internet has that ability as a medium to make you to be found”.Spirituality also made its presence felt at the event as Sarma Sastrigal, performing priest, pandit and author said, “Internet and sites like LinkedIn have played a major role in my popularity.  A person who did not even have a passport is now going international and also has a fan following in India and abroad and it’s all because of internet and social media.”

http://www.bestmediainfo.com/2013/02/its-an-era-of-brand-experience-not-of-product-branding-d-shivakumar/

PUBLICATION Best Media Info.com
EDITION Online
DATE February 15th 2013

It’s an era of brand experience, not of product branding: D Shivakumar

AIMA 3rdWorld Marketing Congress takes off; Apollo Tyres bags AIMA’s RK Swamy High Performance Brand of the Year Award
BestMediaInfo Bureau | Delhi | February 15, 2013

The All India Management Association’s (AIMA) two-day 3rdWorld Marketing Congress started yesterday in the capital. The Congress aims to explore the future of marketing and to identify the challenges that marketers face due to changing market scenario. The theme this year is ‘Marketing Myopia 2.0’.

Inaugurating the event, the Congress Chairman and Chairman & Managing Director, RK Swamy BBDO, Srinivasan K Swamy, said, “The consumer today wants more for less and quickly, which is making product lifecycles progressively shorter. Also, there is a lot of media today but not enough consumer engagement. The marketers face significant challenges in this age of digital media.”

The Congress took up several marketing issues for discussions, including the new age customers and grabbing their attention, extending product lifecycles, defining business based on customers and not products, using Internet to gain competitive advantage and the rising importance of earned media.

Making a presentation, D Shivakumar, President, AIMA and Senior Vice President, IMEA, Nokia Ltd, said, “Marketing has changed fundamentally. It’s an era of brand experience and not of product branding. Also, today, space is no longer only the physical location of business but any space where consumers can access it.” He also stressed that marketers could no longer treat the digital media as a niche. “In fact, digital media is becoming the main media to reach out to the youth,” he added.

More than 250 marketers attended the Congress on the first day. The Congress provided the delegates an opportunity to learn from the experts and share branding experience and insights with their peers.

The highlight of the event was the presentation of the AIMA’s RK Swamy High Performance Brand of the Year Award, which was bagged by Apollo Tyres this year. Rajesh Dahiya, National Head, Sales & Marketing, Apollo Tyres received the award.

The Congress was conducted in an experience-sharing, interactive mode, encouraging high level of participation by the delegates. The event format included presentations and experiences by some of the most renowned names of the marketing world.

The key speakers on day one included Srinivasan K Swamy, D Shivakumar, Sanjeev Bikhchandani, Founder and Vice-Chairman, Naukri.com, Neeraj Gupta, Director Sales & Operations, Google India, Bhaskar Sharma, GM, Red Bull India, and MV Natarajan, MD, Mars India.

PUBLICATION Millennium Post
EDITION Online
DATE February 15th 2013. Page no-9