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A three-day marketing congress held by Pune-based Balaji Institute of Modern Management (BIMM) on April 8-11 focussed on how some organisations grew despite the odds and the marketing strategies that helped turn them around or set benchmarks for industry.
Titled ‘Winning Marketing Strategies: Growing in Changing Environment', the congress saw presentations by 24 stalwarts from Indian industry. Speaking on the opening day, Mr Hitesh Oberoi, MD & CEO, Info Edge India Ltd. said that brands were built at various touch points.
The customer knew the product better than the manufacturer and so taking feedback was important for continuous improvement to get a positive word of mouth, he advocated.
Mr. Tapan Singhel, President and CMO, Bajaj Allianz General Insurance Co Ltd spoke on the need to be a good human being before trying to be a good marketer and being honest in what one did while Mr Sujan Roy, Head - Product Marketing & Product Training, Volkswagen Group Sales India said that the key to success was to exceed the customer's expectation.
The various strategies outlined by other speakers included Tata DoCoMo CMO Anupam Varma's mantra of “Not doing what has already being done”, and Vice President, TCS, Suresh Mhatre's call to build long-term relationship with customers.
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