Day one of the Asia Brand Summit 2008, being held in Mumbai on September 25-26 also saw Kishore Pillai, Department of Marketing, Leeds University Business School; Mark Stinson, Founder, Stinson Brand Innovation Inc; and Girish Shah, Head-Branding, Reliance ADAG; delivering keynote addresses. All three advocated the thought of evolving present day communication tools in order to help facilitate long term relationships between brands and their TGs. The event is presented by Times Now, while exchange4media.com is the online media partner and Pitch and Impact are the trade media partners.
Kishore Pillai started off the session by addressing the concept of confidence in consumer knowledge and ‘overconfidence @ calibration’. Speaking about a study that he was currently working on, Pillai said, “Calibration of consumer knowledge refers to the correspondence between accuracy and confidence in knowledge of the consumer about the brand. Being well-calibrated means that a person is realistic in his or her assessment of the level of knowledge that he or she possesses and my study reveals that involvement leads to better calibration and that calibration is higher for procedural knowledge and common knowledge, as compared to declarative knowledge and specialised knowledge.”
“Neither usage nor experience has any effect on calibration of knowledge. No difference in calibration is observed between genders. The results point out that calibration could be more a function of knowledge-specific factors and less that of individual-specific factors. The study also identifies flow and frustration with the web as consequences of calibration of knowledge of the consumer and draws the attention of future researchers to examine these aspects,” Pillai added.
Mark Stinson spoke about C.H.E.M as a four-part model that could help marketers and brand managers in India to up their ante against any competitive brand across all sectors. Elaborating on C.H.E.M, Stinson said, “C stands for ‘Consumer’, H stands for ‘Honest’, E stands for ‘Easy’ and M stands for Motivate, and when you combine them, it becomes a four-part model that, if followed, can help advance the relationship with the TG.”
He further said, “The model has been tested in the US, and has been successful across all the other fields. It has helped both brand managers and marketers to learn the importance of how C.H.E.M can turn the brand memorability to loyalty for the consumers and make them stand by the product for a longer duration if not for a lifetime.”
Girish Shah spoke on the importance of integrated marketing communication and cited the examples of the launch campaigns for Kingfisher Airline and Reliance ADAG Power India IPO. He said, “Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer. It involves the coordination of all promotional activities – media advertising, direct mail, personal selling, sales promotion and public relations – to produce a clear, unified, consistent and compelling customer-focused message about the organisations and its product.”
“Integrated marketing communications comprises personal selling, advertising, public relations, direct marketing and sales promotions. Each has its own set of pros and cons and can be accomplished in a variety of ways. However, the key is to look at the available options in a comprehensive way and to ensure consistency throughout the selected media,” Shah added.