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New Delhi: Indian Institute of Management, Indore has concluded its two-day marketing fest named ‘Utsaha’ on October 28-29. Almost 700 participants from top business schools across the country took part in the fest.
This year in Utsaha, IIM Indore focussed on ‘Marketing Through Multiple Lenses’. IIM Indore dean (Programmes) professor Saumya Ranjan Dash mentioned in his inaugural speech that conducting a marketing fest focusing on this theme is very contextually relevant.
The event was filled with seminars and activities for both the organisers and the attendees. There were various eminent personalities from the related fields who shared their experiences, tips and knowledge with the students.
Govind Chandak, growth marketer at Growth Acad, gave tips on how to achieve the skills required to establish a creative, compact and successful growth marketing strategy.
During a session, SanjeevPathak, CMIT business head of HP, talked about the three pillars of marketing: Create, Communicate and Deliver. He mentioned that ‘delivering’ on the promise communicated is very important for a good marketer. “The role of marketing is to increase perceived value, which helps create a brand,” he said.
Akshay Dua, chief growth officer at GNC India, shared his knowledge of ‘How to grow a brand’. He emphasised that, to build a brand, one should have a crisp brand identity, know the brand’s core message, and be known while launching the brand campaign. A brand should also have a story. “Build a community with common sentiments and aspirations,” he advised.
Amit Agrwal, author of ‘Small is Big’, explored micro-excellence in life, business and productivity. He advocated sales, mindfulness, a nutritional diet and financial health. He spoke about the three Rs: Reward, Risk and Repetition, and Power Time Capsules. He said, “Earth is a school where you need to focus on yourself and develop your quality.”
Puneet Gupta, AVP of Corporate Communications, Inox, spoke on effective marketing. He said that the most significant skill for any marketer was to identify opportunities to differentiate their brand from those of competitors.“Choose your medium and have the knack of identifying opportunities for creating differentiators for the brand,” he said.
Vijay Nair, VP and marketing head, Shine.com, spoke on the Utsaha theme, ‘Online Marketing through Multiple Lenses’. He discussed the critical concepts of Marketing 5.0, revenue drivers and techniques for branding, awareness, driving traffic, conversion and nurturing. He ended the session with great advice: “Good marketing makes the company look smart, while great marketing makes the customer feel smart. And the best marketing doesn’t feel like marketing.”
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