KIIT School of Management (KSOM) organized its 3rd National Marketing Conclave on 15th December 2012. The theme of this year’s conclave was “Brand Management in the New Age”. The conclave focused on challenges in brand management due to the advancement and changes in media, regulations, markets and the consumers.
The conclave was attended by industry practitioners, academicians, brand managers, PSUs employees with branding responsibilities, faculty members from business schools, management students and brand management enthusiasts.
The conclave was inaugurated by Mr Shombit Sengupta, Founder & Chairman, The Shining Consulting; Mr.Vishnu Govind, GM-Marketing, Raymond Limited; Prof. P.P. Mathur, Vice-Chancellor KIIT University and Prof. Ashok K. Sar, Dean, KSOM. In his welcome address Prof. P.P. Mathur spoke about the significance of applications of Brand Management and its importance in contemporary management scenario. Prof. A. K. Sar agreed with the views of Prof. Mathur that building intellectual capital should be the thrust while managing the brands and portfolios.
Mr. Vishnu Govind while delivering the first keynote speech portrayed live examples to showcase the transition of brands ranging from the time period of 1980’s to 2000. He stated that there is a two-way interaction between the brands and the consumers. He said that it is important to strike a balance between short and long term branding goals and to have the right mix between them.
The second keynote speaker Mr. Shombit Sengupta, Founder and Chairman – Shining Consulting and also author of the well known book “Jalebi Management” spoke exclusively about building customer touch points, through execution excellence. He focused on three areas: intangibility, self initiative and leadership. He clearly emphasized on the concept of outside-in and inside-out, which precisely indicates “listening, seeing and smelling the external factors.”
The workshop on “Viral Media” by Mr. Arunabh Kumar, Founder & CEO, The Viral Fever and TVF Media Labs and Mr. Prashant Raj, CFO, The Viral Fever. The workshop effectively focused on activity based learning and various means of alluring product-takers and brand-believers. It also emphasized on the large scale reach and popularity of viral media marketing.
The second workshop was by Mr. Bedraj Tripathy, Chief marketing Officer, Godrej Interio on “Advertising- as a subset of Brand Communication”. He stressed upon the fact that every brand runs on a specific identity, and that determines its nature. From the customer’s perspective they should be able to live the brand as an experience.
The interactive sessions were taken by Mr. Ranju Mohan, Director and Business head, JK Ansell and Mr. Osamu Ishikawa, Director-Marketing, Honda Motorcycle & Scooter India Pvt. Ltd on “Building Sustainable Brands”.
The day long conclave concluded with the summation of outputs of workshops. The conclave was a grand success and an enriching experience for all the participants.