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It’s an era of brand experience, not of product branding: D Shivakumar

AIMA 3rdWorld Marketing Congress takes off; Apollo Tyres bags AIMA’s RK Swamy High Performance Brand of the Year Award

BestMediaInfo Bureau | Delhi | February 15, 2013

The All India Management Association’s (AIMA) two-day 3rd World Marketing Congress started yesterday in the capital. The Congress aims to explore the future of marketing and to identify the challenges that marketers face due to changing market scenario. The theme this year is ‘Marketing Myopia 2.0’.

Inaugurating the event, the Congress Chairman and Chairman & Managing Director, RK Swamy BBDO, Srinivasan K Swamy, said, “The consumer today wants more for less and quickly, which is making product lifecycles progressively shorter. Also, there is a lot of media today but not enough consumer engagement. The marketers face significant challenges in this age of digital media.”

The Congress took up several marketing issues for discussions, including the new age customers and grabbing their attention, extending product lifecycles, defining business based on customers and not products, using Internet to gain competitive advantage and the rising importance of earned media.

Making a presentation, D Shivakumar, President, AIMA and Senior Vice President, IMEA, Nokia Ltd, said, “Marketing has changed fundamentally. It’s an era of brand experience and not of product branding. Also, today, space is no longer only the physical location of business but any space where consumers can access it.” He also stressed that marketers could no longer treat the digital media as a niche. “In fact, digital media is becoming the main media to reach out to the youth,” he added.

More than 250 marketers attended the Congress on the first day. The Congress provided the delegates an opportunity to learn from the experts and share branding experience and insights with their peers.

The highlight of the event was the presentation of the AIMA’s RK Swamy High Performance Brand of the Year Award, which was bagged by Apollo Tyres this year. Rajesh Dahiya, National Head, Sales & Marketing, Apollo Tyres received the award.

The Congress was conducted in an experience-sharing, interactive mode, encouraging high level of participation by the delegates. The event format included presentations and experiences by some of the most renowned names of the marketing world.

The key speakers on day one included Srinivasan K Swamy, D Shivakumar, Sanjeev Bikhchandani, Founder and Vice-Chairman,, Neeraj Gupta, Director Sales & Operations, Google India, Bhaskar Sharma, GM, Red Bull India, and MV Natarajan, MD, Mars India.

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