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Synapse 2K5: The Marketing Seminar at IIM Kozhikode The celebrated Mr. R. "Balki" Balakrishnan, National Creative Director, Lowe, deconstructed some of his acclaimed advertisements and explained to the spellbound audience how the common thread that ran through these commercials was simplicity. He felt that advertising is not just about award-winning creativity but about getting rewards in the market for the client. The second day began with Mr. Vijay Balakrishnan, Principal Sales & Marketing Officer, Bharti Televentures Ltd., who spoke on the marketing of services and the innovations required in the fast changing, competitive market. He noted that, "our only source of competitive advantage is our people and the service they provide." Mr. S. Ramachandran, Principal Consultant, Littler Associates (Ex VP Sterlite Industries) drove home the point that most of the market research is not fully leveraged. Drawing from his vast experience in companies like Sterlite Industries, Pidilite, Exide and Amaraja, he urged on a more practical perspective on the field of Marketing Research. He noted that an understanding of the basics behind any methodology used for market research is essential. The inimitable Mr. Harish Bijoor, CEO, Harish Bijoor Consults Inc. gave an entertaining and thought-provoking presentation on Rural Marketing, its potential, its idiosyncrasies and its peculiar position of suddenly being the "in" thing in marketing. Mr. Bijoor, interestingly held the urban market responsible for creating misconceptions and blamed it for the high-handed and secondary treatment of the rural market. "What has been tapped is just the tip of the iceberg", he said about that sector. Representing the Retailers Association of India (RAI) was the CEO, Mr. Gibson Vedamani who spoke on in-house brands. For an in-house brand to succeed he felt that there must be a brand vision and transparency in dealings. "Keep thy store brands and thy store brands will keep thee", he remarked. From the marketing research space, Mr. Sandeep Budhiraja, Associate Director, AC Nielsen ORG-Marg, talked about the making of cult brands. Backed by radical examples from both the national and international arena, he emphasized how cult brands dare to be different and don't sell a product or service, but a lifestyle. Contributed by - |
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