Seminars Conducted

MICA-AIMA Seminar on ‘Managing Markets in Turbulent Times’ was held on January 14-15 at Mumbai.

Business in these turbulent times has acquired a scope and dimension far beyond the traditional definitions and theories. Demanding customers, technology overdrive and shifting power of organized trade channels make the markets volatile and unstable. Customer centricity has become an essential priority. In this scenario, Integrated Marketing gains relevance and becomes a critical and strategic tool to handle and control business effectively. To successfully cope with the rigours and requirements of working in a fluid business environment, marketing professionals need to be familiar with the emerging disciplines and issues of Integrated Marketing.

The Integrated Marketing Seminar on ‘Managing Markets in Turbulent Times’ addressed issues that are relevant in today’s market economy and the deliberations on various topics threw light on probable solutions to the questions raised by the changing marketing environment.

The seminar sessions were:

Integrated Marketing and Return on Marketing Expenses

“Integrating communication efforts across the organization while enhancing relevance is the key to major cost savings with performance improvement. This needs changes in practices to optimize effectiveness and efficiency.” Professor Jenkinson said, basing his talk on a major research project with leading UK practitioners.

Design as a Strategic Differentiator

Traditionally, design has been seen as a service within an organization. Managers of business now need to rethink the processes of managing design as it can provide the differentiation to the brand, its experience and value which, in turn, can drive successful strategic planning.

Decoding the Cultural Language for Marketing

To come up with one common ‘formulae’ for a successful marketing strategy across geographies has not been possible. Cultural differences have been seen as ‘determining variables’. Hence, it follows that studies be carried out to decode ‘local cultures’ for effective communications. It is to come up with one common ‘formulae’ for a successful marketing strategy across geographies Cultural differences have been seen as ‘determining variables’. Hence, it follows that studies be carried out to decode here that Semiotics comes into play as a methodological tool. Semiology or Semiotics is the study of signs. This exercise of mapping cultural codes in semiology can be applied to all human endeavours including cinema, marketing, theatre, dance, architecture, painting, politics, medicine, history and religion.

How can effective decoding and its use in various communication tools lead to a higher return on marketing expenditure? It is here that Semiotics comes into play as a methodological tool. Semiology or Semiotics is the study of signs. This exercise of mapping cultural codes in semiology can be applied to all human endeavours including cinema, marketing, theatre, dance, architecture, painting, politics, medicine, history and
religion.

Brand Assets and Brand Values

It can be demonstrated that brands are the new wealth creators and brand value management is the primary tool for companies to grow the value of their business. Brands are being treated as financial assets across the world. This is helping companies to shift from treating branding expenses as ‘marketing cost’ to ‘asset management’ and as a strategy to arrive at a correct representation of ROI.

Strategies for a Youth Dominated Market

Economic liberalization, rapid social change, increased disposable household income, improving job market and a high paying service industry have given rise to a category of young customers with a high propensity to consume and an upward mobile lifestyle. The opportunities are a marketer’s dream and the likely competition his nightmare. The right strategy can make all the difference.

Pre-emptive CRM: Retaining Customers when Competition Emulates

Many companies have jumped onto the CRM bandwagon. How should a company build CRM strategy to really gain when competition has acquired similar capabilities? How to overcome shorter technology life-cycle barriers? And still plan, implement and evaluate inimitable consumer knowledge and experience strategies within the overall CRM initiative. The session shed light on CRM strategy of the future for turbulent times.

International speakers included:

Angus Jenkinson, Professor of Integrated Marketing, University of Luton, UK

Anthony Kent, Director of Research and Post Graduate Studies London College of Communications, (London University of Arts), London, UK

David Griffiths, Design Consultant, London, UK

Eric Stevens, Professor of Marketing, ESCEM Business School, Poitiers, France

Katherine Frith, Professor, School of Communication & Information, Nanyang Technological University, Singapore

Kavita Karan, Professor, School of Communication & Information, Nanyang Technological University, Singapore

Tony Varey, International Manager– Education, The Chartered Institute of Marketing, UK

Len Ellis, Executive VP, Director of Strategy, Wunderman, USA

Speakers from India included:

Bijou Kurien COO, Titan Industries Ltd.

Preeti Vyas-Giannetti, Chairperson & Executive Creative Director, Vyas-Giannetti Creative

Rajat Sethi CEO, Wunderman India

Ramesh Jude Thomas, Principal Executive Officer, EQUiTOR Consulting (Interbrand Worldwide Alliance)

Santosh Desai, President, McCann Erickson, India

Atul Tandan, Director, MICA

Seema Khanwalkar, Faculty and Head, Centre for Semiotic Studies, MICA

Naval Bhargava, Professor of Marketing, MICA

A F Mathew, Faculty, MICA

Anurag Batra, MD, Exchange4Media

Anand Halve, Brand Consultant