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Fifth CII Marketing Summit takes off

19-August-2004
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Fifth CII Marketing Summit takes off

The fifth Marketing Summit of the Confederation of Indian Industries (CII) took off on Wednesday. Minister of State (Independent Charge) Praful Patel inaugurated the summit.

In his keynote address, Sunil Kant Munjal, President and MD of CII and CEO, Hero Corporate Service, said: “Marketing has to be around behaviour and attitude and not just about products and features. Marketers are using psychometric science to understand the market today, he said. Using the analogy of an artist, Munjal said, “Many artists get influenced by history. At the same time, they influence the lives of the people. Marketing needs to speak the same language.”

“There is a change in the Indian marketing scenario. Previously PTV looked more evolved and had better programmes than us. They used to play good American movies. However, we caught up fast and soon we emerged better because we marketed ourselves well,” he said.

Speaking on his first experience of marketing, Patel said, “I learnt marketing from the bidi guys. There was a negative campaign against a local bidi company that said that anybody who smokes it would turn impotent. The sales started dipping. The bidi manufacturers geared up with their strategy. They used the pehelwans and made them smoke bidis and take a tour of all the towns and villages. This clicked wonderfully.”

“This is a lesson for all the marketers not to ignore the rural India. Sixty per cent of Indian population still lives in rural India. For that matter, even the people in the city think like rural India more often. So Indian model has to be of its own,” he said.

Patel drew the ABC of marketing stating that the three essential points include: Accessing the market, building the brand and customer orientation.

The summit saw four sessions on themes: Leveraging the Brand and Marketing to drive Business Results; How influential is marketing in a fighting marketshare? Promotions – the fidelity test and Marketing catalysing the category growth. The panellists for the sessions included the veterans from the marketing and advertising world, like Anil Menon, VP, IBM; Piruz Khambatta, CMD, Rasna; Suhel Seth, CEO Equus Red Cell, Sanjiv Gupta, President and CEO, Coca-Cola India, Vikram Bakshi, MD, Mc Donald’s; Prasoon Joshi, National Creative Director and Executive VP, Mc Cann Erickson, among others.

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