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Marketing unravelled: Mantras of marketing for future @AdAsia 2011

Marketing unravelled: Mantras of marketing for future @AdAsia 2011

Author | Deepika Bhardwaj | Monday, Oct 17,2011 10:26 AM

Marketing unravelled: Mantras of marketing for future @AdAsia 2011

The central theme of AdAsia 2011 – ‘Uncertainty: The New Certainty’ – holds relevance to every domain of the media, marketing and advertising business. It, however, resonates the most with the realities of marketing today. Marketing to consumers has become tougher than ever. While education forms the basis of learning, ironically the age old principles of marketing are falling through and fundamentals of selling are being proven wrong.

Understanding the need of the hour, AdAsia 2011 has lined up an array of world renowned marketers and marketing consultants to discuss and share the experiences, challenges and practices for the new world order. Here’s a preview into the sessions that focus on this side of the world...

The Game Changers: Hear the COO of a century-old company interact with the Chairman and Chief Executive of one of the world’s largest organisations of advertising and marketing services companies. Harish Manwani, Chief Operating Officer, Unilever and Non-Executive Chairman, Hindustan Unilever Ltd will get into an engaging discussion with Michael Roth, Chairman & Chief Executive Officer, Interpublic Group, on the first day of the conference to throw light on how the leaders of the marketing world are re-inventing themselves. This session marks the beginning of the three-day conference.

It’s all about the consumer: Offer multiple discounts on the products; engage them through social media; innovate in product distribution – the riddle of how to tap the consumer has been difficult for every marketer. Giving an in-depth analysis on the behavioural patterns of the new age consumers, particularly the Asian consumers, will be the session on ‘Decoding the New Age Consumer’. The session would see Adil Zainulbhai, MD - India, McKinsey, and Laxman Narasimhan, Director, New Delhi, McKinsey, present a white paper highlighting the changing mindsets of the consumers and the impact on the market place. Koichi Yamamoto, General Manager, Global Solutions Center, Dentsu, who oversees the development of Dentsu’s global marketing communication solutions services and resources, would also add his inputs on the same topic.

Delving deeper into the consumer, targeting the so-called decision maker in Asian homes – the women – will be the session titled ‘Marketing to Women Consumers in Asia’. Presented by BCG Japan, the session will elaborate ideas like how DNA affected one’s shopping habits, whether geography of a sale made a difference to its success and if an oriental woman shopper had a different pattern when compared to her occidental counterpart. Unravelling the challenges of marketing to these consumers will be ‘Talk Asia’, a high octane session with CEOs and CMOs from China, Japan, Indonesia, Singapore and Korea talking about the challenges of selling to Asian consumers. The session has speakers like Salman Amin, EVP Sales & Marketing, PepsiCo; Luis De Anda, Chief Operating Officer, TBWA\Hakuhodo, Japan; and Nitin Paranjpe, CEO & MD, HUL.

Two more sessions dedicated to marketing – one defining the new rules of marketing, ‘Marketing 3.0 - New rules of Engagement’ and the other on teaching the art of pursuing business interests with conscience – ‘Conscious Capitalism’ – will be held on Day 2 and Day 3 of AdAsia 2011, respectively.

As the age old principles of marketing die, the new rules of marketing are engagement, excitement and edginess. At the forefront of these has been one of the most loved brands, especially by the youth today – Coca Cola. Learn Management 3.0 from Joseph Tripodi, Executive Vice President and Chief Marketing & Commercial Officer, The Coca-Cola Company, as he shares the dais with Prasoon Joshi, Executive Chairperson, McCann Worldgroup and Regional Creative Director, McCann Asia Pacific - a man who has been very successful in touching chords with the Indian youth.

The session on ‘Conscious Capitalism’ will have speakers like Duncan Goose, Founder & Managing Director, Global Ethics Ltd, and Anna Bernasek, Journalist/ Speaker, interact with Santosh Desai, MD & CEO, Future Brands Ltd, on how the most successful tribe of capitalists have pursued their business objectives with a conscience, contributing to global sustainability without jettisoning the core tenets of business and economics.

The closing session of AdAsia 2011 on Day 3 will see one the most respected czars of the marketing world, Indra Nooyi, Chairman & CEO PepsiCo, give her perspective on managing business/ brands in the New World Order and also stimulate the delegates to manage business with de-averaged realities.

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