The 10th edition of the BW | Businessworld Marketing Whitebook was released by Venkatesh Kini, President, Coca Cola India & South West Asia recently. The theme of the Marketing Whitebook 2014-15 is ‘Gauging Generations’.
In his keynote address on ‘Staying Relevant in a Millennial Driven Marketplace’, Kini pointed out that while it seems today’s youth have shorter attention spans than those before, that has always been the trait of youth. He added, “The best means to engage with the Millenials is by storytelling. Storytelling has been there for centuries; Epics such as Mahabharata and Ramayana have brilliant storytelling.”
The book launch was preceded by a marketing conclave spread across five sessions that looked at various aspects of marketing to different generations. In the first session on ‘Marketing to the Selfie Generation’, Vineet Taneja, Country Head, Mobile and Digital Imaging, Samsung India emphasised on how companies could use the selfie to get field staff to be monitored. Anisha Motwani, Director and Head, Marketing, Direct Sales & Ecommerce, Max Life Insurance felt that if a brand has spontaneity as one of its values, then it can use the selfie phenomenon. Alok Bharadwaj, Executive Vice President, Canon India coined a new term – the ‘Elsie’.
In a reversal of roles, Arnab Goswami, Editor-In-Chief, Times Now did all the answering to questions tossed to him by Sam Balsara, Chairman and Managing Director, Madison World. Finally, Goswami claimed, “I am a victim. Everyone on my show shouts. So even I shout.”
In the session on ‘How the social/ digital/ mobile generation is impacting media strategies’, Vikram Sakhuja, Global CEO, Maxus said, “While all this while media was about output, the coming of digital has made it all about outcome.” While that is true, catering to the needs of today’s consumer is all that more difficult.
That was explained in the next session on ‘Generational Shift in Strategies’ by Rakesh Malhotra, Founder & Chairman, Luminous Power Technologies, who pointed out how today’s consumer wants products that make a style statement, but also have substance. The surprising fact that emerged from the session was that Philips is a 70 per cent B2B company and only 30 per cent B2C, while Luminous is the reverse.
That was followed by a creative session featuring Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather Advertising and Samit Malkani, Creative Director, Google.
The BW | Businessworld Marketing Whitebook is available for Rs 499.