Compass 2008: Of navigating through the new marketing paradigm
With marketers finding it increasingly difficult to break through the clutter to reach the consumers, it has become important to refine strategies to achieve long-term success in the market. Keeping this is mind, The Economic Times organised ‘Compass 2008’ where business leaders shared their experiences in building brands. The event was presented by Starcom MediaVest Group and FutureWorks.
With marketers finding it increasingly difficult to break through the clutter to reach the consumers, it has become important to refine strategies to achieve long-term success in the market. Keeping this is mind, The Economic Times organised ‘Compass 2008’ where business leaders shared their experiences in building brands. The event was presented by Starcom MediaVest Group and FutureWorks.
Eminent panelists and speakers gave insights into strategies to handle market-related issues as well as the challenges and opportunities. Stefano Pelle, Chairman, India Perfetti Van Melle (PVM) Group, gave a special address before the panel discussions began, where he stressed on the importance of not losing focus of the priorities while trying to attain long-term visions.
He cited the examples of various companies that had failed to achieve their long-term plans simply due to shift of focus to immediate or short-term priorities. Pelle gave an example of Samsung, that according to him, wanted to be one of the leading automobile players by 2010, but what happened instead was that the car factory that had it set up never got started. In his presentation, Pelle also took the audience through Perfetti Van Melle’s strategy in delivering the right product with the right communication mix.
He explained, “Our’s is an impulse driven category, and thus, it becomes important to have the right kind of message that connects with the consumers. I think, we as a company, have always endeavoured to challenge existing concepts and set trends for the confectionary segment.” He further said that the company was looking at innovation in the packaging of the products.
In the panel discussion that followed, speakers like Saugata Gupta, CEO-CPD, Marico Industries; Murali Sivaraman, CEO Philips Electronics India Ltd; Vinay Nadkarni, CEO Globus Stores Pvt Ltd; and Pelle discussed the means to achieve topline growth in India and international markets. The panel agreed that outsourcing unmanageable process was a smart idea, but one should never outsource activities relating to understanding consumer insights.
The post-lunch plenary session was on ‘Responding to Changing Retail Landscape’, where the panelists debated on the numerous changing patterns in the industry. Presided by Mazyar Kotwal, Director, Advisory Services, KPMG, the other panel members included Sanjay Sinha, CEO, Mahindra Logistics; Gunender Kapoor, President and CEO - Food Business, Reliance Industries Ltd; Ratan Jalan, CEO, Apollo Health & Lifestyle Ltd; Rajiv Agarwal, CEO, The Mobile Store; and Shantanu Khosla, MD – India, P&G.
The panel specially focused on areas like the changing structure and processes of the distribution system to cope with retail changes, as well as the retail-consumer relationship in the changing retail environment in India. All panelists also agreed on the need for growing the market collectively rather than doing it individually. Rounding off the discussion, Khosla noted, “Every retail channel will offer a different kind of need. Some will win, some will lose. Winners are those who understood their consumers better than the others.”
The final panel discussion for the day, titled ‘Innovation Panel’, saw industry experts make presentations on innovation and how they used it in their business and marketing plans. Chairing the session, Rajiv Narang, CMD, Erehwon Consulting Pvt Ltd, began the discussion with a presentation. He said, “Challengers are the ones who innovate more than the followers and leaders.” Citing examples of numerous companies that had successfully innovated to become leaders, Narang said, “It is important to continue to innovate even at the top.”
Other panelists included Dr Arun Vishwanath, Director C&D Operations, Procter and Gamble – Asia; Prabhat Pani, CEO, Roots Corporation Ltd; Dheeraj Gupta, MD, Jumbo King; and Sandeep Lakhina, MD, India-West & South, Starcom Worldwide. While Vishwanath delved into the success of ‘Connect+Develop’ programme of P&G, he stressed on the importance of innovation from outside the company as well as from within. Meanwhile, Gupta talked about his experience in innovations needed for the product from Jumbo King, which is currently present in Mumbai and Gujarat.
The day-long conference came to a close with a special address from Dr Shekhar Mitra, Global R&D Vice-President, Beauty Care, P&G, USA, who stressed on building a world class consumer-centric organisation to deliver breakthrough innovation.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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