
Mr Adi Godrej, Immediate Past President, CII & Chairman, The Godrej Group in his address as the Chief Guest at the 13th CII National Marketing Summit 2013 spoke about the Godrej experience of connecting with and touching the lives of 600 million Indian consumers through its products in both the consumer durable and personal products categories. The Godrej Group has through perseverance, quality focus and conscious brand investment in rural marketing penetrated the bottom of the pyramid and is one of the leaders in securing a large consumer base in the developing economies.
Indian companies are now entering a phase of responsible marketism and going forward (they) must be both customer centric and society centric. Marketers need to imbibe and apply experimentation, common sense and intuition in developing effective marketing strategies for their companies and brand, said Mr Mr R Gopalakrishnan, Director, Tata Sons Ltd in his Inaugural address at the CII Marketing Summit.
Earlier in his welcome and keynote address, Mr Thomas Varghese, Chairman, CII National Committee on Marketing 2013-14 & CEO-Textile Business, Aditya Birla Group noted that uncertainty had integrated itself into global economic structures and markets and had climbed the “to do” charts of Chief Executives across the world who cite preparing for uncertainty as one of their top priorities. He cited six structural factors – macroeconomic forces, commodity-price volatility, policy instability, changing consumer dynamics, emergence of new competitors and game changing technologies as those driving uncertainty in India. Increase in the choice spectrum, backed by information, was shifting consumer preferences and squeezing established margins, creating price volatility and triggering most players to cut their costs in order to protect their earnings. Ensuring operational flexibility through alternative sourcing options, dynamic supply chain management, lean operations and efficient working capital management would be critical in such volatile environments he predicted. The panacea to remain profitable in unpredictable times, he stated, was the formulation of retention strategies, conversion of existing money not the attraction of new money to maintain growth and effective cost management.
Mr Vikash Daga, Partner, Mc Kinsey & Company referring to their paper “Market beating performance in uncertain times” which was released during the Summit, estimated that an organizations Sales & Marketing lever had between 50-60% EBITDA potential as compared to its manufacturing and procurement levers and could successfully help organizations to successfully navigate a slowdown. Careful alignment of strategy with the fast growing segments, solid key account management, and increasing sales productivity were potential keys to success in a B2B setup. Similarly, several opportunities to grow in a B2B2C setup existed by making changes in go-to-market strategy. The new thinking on measuring Sales & Marketing RoI, he stated, comprised primarily of two components; profitability and productivity. McKinsey had identifying that organizations needed to have 8 capabilities and 4 enablers to be a Sales & Marketing success. It was their forecast, he concluded, that ensuring end-to-end availability for B2C organizations, building sales capability to boost productivity and leveraging analytics as the three emerging themes which could be game changers for market beating performances by organisations. The building of smart social media strategies and big data analytics in the Sales and Marketing plans of organisations portend great possibilities for change and growth. India is likely to have 330-370 Million internet users by 2015 (the second largest in the world). Most companies are increasing their spend on digital marketing, especially social media, and its power is common knowledge now.
A highly distinguished panel of speakers from across the Indian Industry and abroad will be addressing the Summit which has as its theme Market Beating Performance in Uncertain Times. Notable speakers who will address the Summit will include Anisha Motwani, Max Life Insurance; Chandramouli Venkatesan, Cadbury India, CVL Srinivas, GroupM Media India Pvt; Devita Saraf, Vu Technologies Pvt Ltd; Farida Kaliyadan, Aditya Birla Group; G K Suresh, ITC Ltd; Girish Shah, Godrej Properties; Gayatri Yadav, STAR India; Harish Bijoor, Harish Bijoor Consults Inc.; Ian-St Maurice, Mc Kinsey & Company, Singapore; Kartik Jain, HDFC Bank; Nimal Manuel, McKinsey & Company- Kuala Lumpur; Natwar Mall, Fractal Analytics Ltd; Nilanjan Mukherjee, ITC; Neelesh Garg, ICICI Lombard ; Neeraj Kapoor, Grow Brands; Prakash Nedungadi, Aditya Birla Group; Paul McInerney, McKinsey & Company, Tokyo; Rajiv Kaul, CMS Info Systems Ltd; Rishi Vasudev, Arvind Lifestyle Brands Ltd; Rishi Dogra, PepsiCo India; Ramdoss Seetharaman, Mc Kinsey & Company; Saurine Doshi, AT Kearney; Sandeep Kaul, ITC Ltd; Sam Balsara, Madison World; Shantanu Bhanja, Hindustan Times Media; Sunil Kataria, Godrej Consumer Products Limited; Sanjeev Kapur, Citi India; Sunil Kumar, Exchange4media Group; Sarajit Jha, Tata Business Support Services Ltd; Samrath Bedi, Forest Essentials; Shivnath Thukral, Essar Group; Satyaki Ghosh, L’Oreal India; Vikash Daga, Mc Kinsey & Company; Vikas Ahuja, Myntra.com; Vinay Bhatia, Shoppers Stop; Vishal Bali, Fortis Healthcare International Pvt Ltd
The purpose of the CII Marketing Summit is to deliberate on the challenges facing businesses resulting from market globalization, rapid technological development and never ending competition in the digital world. It will help to understand the importance of balancing traditional & “cutting edge” practices of Marketing strategy. It will help develop organizations to inculcate market-led thinking to become more analytical, innovative and strategic. The Summit will help participants to discover what worked (and what didn’t) from specific real-world examples with leading brands, understand customers’ perceptions, needs and desires, and how they rated competition.
Some of the key topics in focus shall include: Navigating the Slowdown- Best Practises in Marketing and Sales; Building Smart Social Media Strategies; Big Data Strategies for Marketing; The Game Changer- Upgrading Sales Capability; Getting the most from your investments in Marketing and Sales; 360 Degree Marketing- Brand Strategy for a Changing World.