KIIT School of Management organised its 10th National Marketing Conclave.

KSOM organised its 10th National Marketing Conclave on the theme- ‘Delivering Customer Value Proposition through Marketing Analytics.

The event was held on 14th Sept, 2019 wherein Prof. Anil Bajpai welcomed all the guests and spoke about how Marketing analytics fundamentally changed both business and consumer marketing across the customer life cycle. He was of the strong opinion that analytics is going to form the backbone of new-age marketing strategy and is going to result in better cash-flow. This years’ conclave witnessed three Panel Discussions followed by Marketics – innovative group coaching sessions.

The first-panel discussion was on the topic – ‘Mapping Customer DNA.’ The panel comprised of Mr. Navoch Mohanayak, Strategy Consulting Leader, Frost and Sullivan; Ms. Pallavi Palkar, National head – Tier 2 business, Bigbasket; Mr. Rajni Ranjan, Co-founder, Kraftbuy.com & Mr. Siju Narayan, GM – APAC, Loyalty Juggernaut Inc. were the members of our first panel. Mr. Damandeep Singh Soni, Startup Growth Consultant moderated the discussion.

The discussion began on how customer DNA has changed over the past decade. Consumers today have become more aware and informed because of exposure to various media. From the company’s point of view, data has been democratised and hence it becomes easy to carry out initial product testing without much cost in today’s world. The key insight from the discussion was that with a proper understanding of customer DNA, organisations will be able to bring customers to the center of the business equation, leading to greater loyalty and value.

Followed by the second panel of discussion, which was baed on the theme – ‘Marketing Analytics will replace Marketers with Machine?’ The panel comprised of Mr. Lalatendu Panda, Sr.VP & CMO – Value Format, Reliance Retail; Mr. Parthasarathy Vallabhajosyula, Co-founder – Analytics Quotient; Mr. Rahul Sarangi, Global Head – Content and Business, The Viral Fever and Mr. Vinamra Pandiya, Founder & CEO – Qtrove. Ms. Banoja Acharya, Sr. VP – Nielsen moderated the discussion. The panel deliberated on various topics such as the omnipresence of brands, the importance of network and 360-degree marketing approach. The panel agreed that in future we can expect more localised, personalised value offerings setting a globalised context for customer expectations. Thus, this ecosystem will become Glocal (global + local) in the future with both marketers and machines working side by side to offer greater value to the customers.

The third panel discussion deliberated on the topic – ‘Is Conventional Marketing getting disrupted?’ Mr. Chiradeep Samal, Product Manager, Global Marketing Effectiveness – Nielsen; Mr. Vikas Lachhwani, Director and Co-Founder – MCaffeine & Mr. Yuvraj Mehta, Head – Corporate Brand Management & Communications – Larsen & Toubro were the esteemed panelists for the KIIT School of Management 10th National Marketing Conclave. Mr. Ramesh Krishnamurthy, CEO and Founder – Delight Foods acted as the moderator. The panel first discussed about the conventional marketing topics such as Market Research, Product Development, Product Management, Content & Media and User-generated content. The discussion then moved on to new-age marketing tools like influencer marketing, digital and social media marketing. The panel agreed that though disruptive innovation is inevitable irrespective of industry segment, conventional marketing will always remain relevant.

 This year’s Marketing conclave provided students with an opportunity to interact with business leaders for holistic learning. The conclave was received enthusiastically by industry professionals, academia and students.