5th National Marketing Conclave Organized by KSOM

Seminar Talk by Mr. Prasad Sadagopan, Sr. Manager Portfolio, Credit Cards, HDFC Bank on Why Brands Fail
September 23, 2014
Seminar Talk by Mr. Sudhir Madhugiri, Practice Partner, Wipro
October 18, 2014
Show all

5th National Marketing Conclave Organized by KSOM

KIIT School of Management (KSOM) organized its 5th National Marketing Conclave on the theme “Youth Marketing” on 27th September, 2014.

With the rise in young consumerism, social and cultural changes, access to technology, information through internet, increased spending power and the onset of social media tools, youth today has become a prime target group for marketers.

The event was inaugurated by Prof. Abraham Koshy, IIM Ahmedabad, Chairman of The Federal Bank Limited as the Chief Guest and Mr. Jagdish Mahapatra, MD-India and SAARC, McAfee in presence of Prof. P.P.Mathur, Vice Chancellor, KIIT University and Prof. Anil Bajpai, Director, KSOM.

The context of the conclave was set by Prof. Anil Bajpai. He spoke about how youth has become an important demography in context of the current marketing scenario.

Prof. Abraham Koshy in his address, stressed that youth as a segment is always different. Marginal adjustment in company strategies would not be sufficient for adapting to dynamic changes in youth preferences. Information consumption behavior in youth has to be analyzed differently, thereby making conventional research methods irrelevant. Process of value creation needs to be redefined by correct identification of value gaps and value communication.

Delivering his keynote address, Mr. Jagdish Mahapatra said that the 4 C’s – Connect, Content, Conduct and Character play an important role in making an individual flexible and globally adaptable. He emphasized on the importance of developing India in order to be recognized as a global player.

The first panel discussion was on ‘Youth Marketing – Impact on Rural to Urban Migration’. It revolved around how migration of population from rural to urban area is affecting marketing dynamics. The panelists unanimously agreed that more than marketing, it was economic activities and economic necessities which propelled youth to aspire for urban lifestyle. The focus was also on the shift from agriculture to service industries that India is witnessing. Prof. Anil Bajpai moderated the discussion that had Mr. Madan Mohan Mohapatra, Head-Customer Strategy, Future Group, Mr. A.L. Jagannath, Director- Marketing, India & SAARC, VMware, Mr. Sanjit Padhi, Director, Advent Sports and Mr. Gokul Venkataraman, Strategic Marketing Leader, Owens Corning as the panelists.

For the first time, a youth panel discussion was conducted as part of the conclave. The panel consisted of young entrepreneurs and students who brought out the youth’s perspective on marketing.

Later in the day, 15 workshops were conducted by industry luminaries on topics like Marketing to Digital Youth, Marketing Strategy of Youth Brands and several others. The conclave also had competitions for undergraduate and postgraduate students, which saw participation from all over India.


The Workshops conducted were as follows:

Name of the workshop Resource Person
Changing trends in Media & Advertising Mr. Vijay Shukla, Asst. VP & National Head – Corporate Events & Activations, Lokmat
Marketing to Digital Youth Mr. Sandeep Bangia, AVP Marketing, Idea
Youth Marketing & E-commerce Ms. Vineeta Singh, Co-founder, Fabbag.com
Mistakes Marketers Make Mr. Arpan Biswas, Deputy General Manager – Marketing, Lodha Group
Evaluating social media marketing for startups Mr. Konark Sharma, Chief Manager, Kotak Mahindra Bank
Moving beyond voice: Paradigm shift in Telecom Mr. Ankit Gulati, Product Manager, Adobe Systems
Marketing to the Millennial Generation Mr. A. L. Jagannath, Director – Marketing (India & SAARC), VMware
Decoding Youth Marketing Mr. Madan Mohan Mohapatra, Head – Customer Strategy, Future Group
Marketing Strategy of Youth Brands Mr. Vedagnan V, ASM, Marico
Plugging into Gen-wired Mr. Priya Ranjan Vaid, Head – Corporate Communications, Bharti Airtel Ltd.
Engaging consumers in a blinking world Mr. Saameer Khedkar, AVP, Alkem Laboratories Ltd.
Leveraging communities: Taking group work to a distributed level Mr. Kaustav Das Modak, Mozilla Representative &  Partner, CodeBinders
How Marketing has adapted itself to different screens. Ms. Mehak Sabat, Head – Entertainment Strategy, The Glitch
Defining Youth Mr. Sanjit Padhi, Director, Advent Sports
How Marketing is done at Owens Corning? Mr. Gokul Venkataraman, Strategic Marketing Leader, Owens Corning