Marketing 3.0- A Key to Sustainability and Profitability at IMI, Delhi

From Cool Avenues

International Management Institute (IMI), New Delhi, organized Srijan’10, Annual Marketing Summit on 27th and 28th of August 2010. This year’s theme was “Marketing 3.0- A Key to Sustainability and Profitability". The theme portrays the future of marketing, a “value centric approach” where the consumers are perceived by marketers’ not as mere customers but as the complex, multi-dimensional human beings with emotions. A plethora of events such as case studies, panel discussions and presentations were conducted around this theme which is predicted to sweep over the marketing world.


Spread over 2 days and 5 sessions the conclave saw stalwarts from the industry descending at IMI to share their experiences and ideas on consumer insights, co creation of brands, ecosystem marketing, rising power of social media and how Indian business houses are poised for the future of marketing. The inaugural session was graced by Dr. U. D. Choubey (Director General, Scope and Former CMD GAIL) and Mr. Shoeb Ahmed (Director (Commercial), SAIL) who spoke on changing face of PSU’s (Public Sector Undertakings). A panel discussion consisting of Mr. Manoj Dawane (Head Sales and Marketing Ericsson India), Mr. Rajul Mathur (Client Services Director, Grant Thornton India), Mr. Sumit Sehgal (Corporate Vice President, Marketing, Max New York Life), Mr. Nitin Pandey (Head-XCEED Marketing, iDiscoveri Education Pvt. Ltd.) and Mr. Asitava Sen (Director, Business Consulting Services, The Nielsen Company) deliberated on what marketing 3.0 is all about and if at all is it different from traditional marketing trends. Ms. Vitika Banerjee (GM – Consumer Marketing, Strategy & New Business Development, Philips Electronics), Mr. Brajesh Bajpai ( Vice President, Vodafone) and Mr. Anshul Punhani (Head, Marketing, Videocon Mobiles) shared how marketers today are co creating brands with the customer and how real consumer insights can help business grow and sustain profitability in long term . A stand alone session by Mr. Kensaku Konishi (President & CEO, Canon India Ltd) enlightened the audience on how Canon India had undertaken efforts to reach out to the length and breadth of India and establish market leadership.


Mr. Subodh Vardhan (Director- Sales & Business Head, Government & Enterprise Sector, Motorola), Mr. Subrat Padhi(COO (Haryana Circle), Vodafone), Mr. Avik Chattopadhyay( MD, Saffron Brand Consultants), Mr. Satish Kataria(MD, Springboard Ventures Pvt. Ltd.) and Mr. Ravindra Sewak(Country Director, Safe Water Network) shared insights on ecosystem marketing. Mr. Vikramaditya Sharma (Head, Business Development and National Sales, News Website, Hindustan Times) shared ideas on social media marketing along with Mr. Abhishek Kant (Community Program Manager, Microsoft) and Mr. Saurabh Pandey (Director- E Commerce (Jobs), Ibibo). Enhancing Consumption: Imbibing Desire Within was a topic addressed by Mr. Sanjay Thapar( Group President(North and East),Ogilvy and Mather), Mr. Saurabh Gupta (Regional Executive Officer, Etisalat) and Mr. Ashwani Kumar(Principal Technologist Packaging Graphics and Design, ITC Limited) who discussed on different ways to increase consumption in existing consumers.

Finally Srijan’10 ended with the valedictory session graced by Mr. Raju Vaziraney (COO, Radico Khaitan Ltd) and Mr. Ravi Sinha (Director, Client Development, Mercer).They spoke about branding, trends in consumption and how “being green” is the way going forward for marketers to establish connect with the consumers of future. SRIJAN 2010 ended on a positive note and reiterated that the Indian consumer is now ever more intelligent and Marketing 3.0 is indeed the key to the future but it will be long before traditional marketing loses its flavour.