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Marketing Conclave at Jaipuria Noida: New Realities of Service marketing

The face of Marketing services has changed tremendously with the infusion of technology in the sector. Self Service Technologies for customers, in particular, have had a massive impact. While they offer exciting opportunities, they also pose new challenges for marketers. With that thought in mind Jaipuria Institute of Management, Noida organised a Marketing Conclave on 26th October, 2013. With a highly relevant theme- “New Realities of Service Marketing: High Tech, High Touch, High Prop”, the session sought to offer solutions to today’s marketers.

One of the biggest highlights of the event was the list of eminent luminaries who made their presence felt. Experts from top brands like COAI, McCann Eriksson, Mahindrassg.com, Oberoi Group, Cisco Systems, Gmid Associates, YEPME, Indiatimes.com, Steria Solution and the Ministry of IT talked on the three panels lined up for the day. It was an immensely enriching and satisfying experience for students to listen as the who’s who in the world of business shared their ideas and experiences. Prof. Goswami from Jaipuria Noida inaugurated the conclave and set the tone for the panels to follow by talking about the different array of services. He said, “Services are the basis for all marketing activities and in this global environment, customers are becoming more demanding with the services they are getting.” He then talked about Digital Marketing, which has been a game changer for companies today. Alumnus Mr. Lakshya Khanna, now working with Mind Share, further elaborated on the point in his crisp address to the gathering.

The audience was thus keyed into the first session on “Service Marketing: Experience & Customer Engagement”. Mr. Rajan Mathews, Director General COAI, Mr. Manish Dewan, Vice President (Corporate) SBI Card joint venture G Capital and Mr. Vivek Gaur were the esteemed panellists for the session. Dr. Rajiv Thakur, Director, Jaipuria Noida, got things going by talking about the challenge of establishing credibility and connecting with people.

Mr. Mathews started his talk with a short story that instantly connected with the audience. He went on to stress on the importance of opportunities for growth for professionals when they choose the industry they want to work in. It was advice that students in the audience will definitely hold close to their heart. Mr. Dewan also related real life instances from his experiences at SBI and companies like Google, Nokia and Blackberry. He asserted, “Continuous evolution with new challenges is crucial. There’s a difference between Standardisation and Personalisation, which is vital.”

Mr. Gaur then described enterprise products and individual choice determined products so that the concepts were crystal clear to his audience. “Indeed, there are various barriers and triggers in service marketing. How you cope with these challenges is important,” he ended his talk and the session, to huge applause.

“Technology in Services” was the theme for the second panel discussion and Mr. Vivek Khattar, Group Business Director, IMRB set the ball rolling by offering real life examples to explain the importance of loyalty for marketers. He stated his opinion by saying, “Customer expectations and satisfaction are imperative. But today, these have become more dynamic and uncontrollable. Constant hard work and loyalty creation is important in firms to achieve your goals.”

Mr. Kishore Chakraborthy,Vice President, McCann Eriksson then surprised the audience by saying- “The game of branding is a game of emotions. Services should be earned and provided as promised.” Throughout his interactive session, Mr. Chakraborthy had the audience in splits but still managed to drive his point home. Mr. Shubranshu Negi, Director, Brand and Corporate Communication, Religare Enterprises Ltd finally formulated his own, three C framework, “Competition, Consumer and Commerce. No brand is bulletproof and digitisation is important for every brand. Today’s customers don’t get overwhelmed by big brands,” he concluded, by offering helpful advice to marketers.

Inspired by the talks and tips from experts at the venue, the audience then settled down for the third and last panel session of the day. Based on “Systems Process & Re-Invention”, the session had Mr. Ravindra Pandey, Vice President, Gopaljee Foods Ltd. talking to the audience. Mr. Pandey has more than two decades of experience in the FMCG industry and it was on display through the session, which was lapped up by the audience.

He used customer-friendly and popular product examples like Tata Sky, Tablets, and the women-friendly Scooty to strike a chord with his audience. Mr. Pandey then talked about the influx of different technologies in various fields of operations. He particularly focussed on technologies in Store Management Systems, including Hand Held Terminal, Self Edge Label and Infrared sensors at gates for security. He ended his speech and the sessions for the day with an important message, “Innovation is the key to success and as technology is changing every day, we need to keep innovating and reinventing.”

By now, the audience was definitely feeling rejuvenated and reinvigorated as Prof. Goswami took to the stage to thank the speakers and coordinators for making the event a huge success.

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Blog Jaipuria Indore

Jaipuria Indore hosts National Marketing Conclave 2013

On 19th October, Jaipuria Institute of Management, Indore hosted the National Marketing Conclave 2013on the theme “Marketing to the 21st century India- Challenges and Opportunities”. The event boasted of participation from some of the leading professionals from the industry – Mr. Avinash Oza(Group Director- Branding and Planning, Mudra-Terra Max), Mr.Vikram Lal (GM –Marketing (Madhya Pradesh region), Idea cellular, Indore), Mr. S.Bhatnagar (National Product Manager, Dainik Bhaskar, Indore) and Mr. Nishchal Choudhary(GM- Marketing (Rajasthan Region) Airtel, Jaipur). The conclave was well attended by the faculty and students of Jaipuria and different B-schools in the region

In the morning session, Dr. J.K. Mishra addressed the gathering and spoke about emphasizing balanced Value proposition and Value perception by companies in the Indian Market. Prof. Aditi Naidu introduced the theme of the conclave and set the ball rolling for the day.

“Today, people don’t buy products; they look for brands in the market! Branding, thus, plays a very important role today”, said Mr. Avinash Oza. He went on to give a brief introduction to his company and talked about the current market scenario. “The potential of marketing is shifting towards rural areas and opportunities for big companies lie in rural India. However, lack of infrastructure makes rural India a difficult market to reach”, he explained. The market, he said, is becoming people-centric,making it important for the marketer to focus on an emotional connect with the target audience through the ads. According to him, the marketing strategy too should be a function of consumer behaviour rather than competitive parity. “We have created unique campaigns for companies like 7Up, Aircel, Big Bazar, and Western Union Money Transfer to manage Cost per Contact (CPC)” he shared. His session triggered off a healthy discussion on rural market dynamics and media measurement methods, and he gladly satisfied student curiosity before the session moved on.

Mr. S. Bhatnagar took the next session and discussed the features and strengths of traditional and new media. He specially focused on print media and said that the challenges faced by print media owing to time and the internet may be managed with better product management, brand management, and distribution.

“Don’t run after money and stay with the organisation longer to improve yourself”, was Mr. Nischal Choudhary’s advice when he took the stage. He spoke about the low teledensity in India, saying that this was an opportunity for overall sector growth. He shared his views on India’s transition over the last 100 years vis-à-vis Airtel’s performance and distribution channel development

“The rural telecom market is really large and growing. What’s intriguing is that people may not know the name of the application but they are aware of its usage and functionality!” said Mr. Vikram Lal, talking about the growth of the mobile economy till 2017. He presented some important facts and figures to help the gathering understand the growth trends. He told them that the future of telecommunication lay in internet and mobile technologies. “The Telecom Industry has contributed to the growth of the economy by creating job opportunities, forging social and rural development and promoting gender equality”, he added.

Mr. Anirudh Phadke brought to the platform the importance and effectiveness of social media in the emerging scenario. He pointed out the growing importance of Digital Media and its impact on marketing, saying, “Lots of opportunities exist in digital media for businesses, and it has great potential to reach masses, for selling products, and generating leads and references”.

Dr. Romi Sainy delivered the vote of thanks as she brought the event to a close. She appreciated the enthusiasm of students and thanked the speakers for the valuable insights and their precious time.

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