Introductory Document

For

MARKETING

CONTINUUM

16th August 2015

‘Consumers in Digital Age – Leveraging Greater Access to Information

Table of Contents

1. INTRODUCTION.............................................3

2. Mr. Vikas Mehta.............................................4

Topic- Traditional vs Digital Marketing

3. Mr. Mandar Narvekar.............................................6

Topic- Mass Customization – A growing neccesity

4. Mr. Nirmal Shah.............................................8

Topic- Mobile Advertising & Native Advertising on Mobile

5. Mr. Vivekanandhan Somalingam.............................................10

Topic- Digital Marketing

6. Ms. Deepali Sangamnerkar.............................................12

Topic- Marketing in IT Services – Its perception & reality

7. Mr. Manish Advani.............................................14

Topic- Rise of Content Marketing

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Introduction

Marketing Continuum 2015 will be organized on 16th August 2015 with a theme reflecting the current trends and challenges facing the marketing managers.

The Marketing Continuum 2015 will see a series of lectures and panel discussions centred on the theme:

“Consumers in Digital Age – Leveraging Greater Access to Information”

In a world where customer needs & wants are rapidly evolving, marketers have to constantly adapt & be flexible to the changes in order to match the customer’s expectations. The growing consumer power in the digital age which predates the turn of the century has been fueled by the rise of the Internet, and reignited by social media.

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In the midst of rapidly evolving technologies and the rise and fall of competing brands, one factor remains constant – Consumers. Consumers have been empowered like never before due to the digital revolution, with access to information and to one another - anywhere, anytime.

This rolling seminar aims to explore the rise of the consumers in the digital age and how various industries are going to respond to the rapidly changing needs of an aware consumer in today’s world.

Mr. Vikas Mehta Digital vs Traditional Marketing

Speaker’s Profile:-

Mr. Vikas Mehta is currently the Chief Marketing Officer at Mullen Lowe Lintas Group formerly known as Lowe Lintas and Partners. After completing his B.B.S. from College of Business Studies he went to Narsee Monjee Institute of Management Studies, Mumbai to pursue MBA in Marketing and Advertising. He has a rich experience of more than 15 years in Strategic Planning, Portfolio Management, Marketing and Advertising Services having worked with leading companies such as Lowe Lintas, Leo burnet and Publicis Ambience. He has worked in various functions such as account management of various brands, client services function, strategic consulting, digital marketing and strategic growth initiatives etc. He has won over 30 major awards for brand communication strategy and marketing effectiveness. He is also honored as one of the 50 MOST TALENTED CMOs OF INDIA.

Company Profile:-

Mullen Lowe Lintas Group is one of the most distinguished marketing communication companies in India, and one of the largest country operations of the Mullen Lowe Group. It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), activation (LinEngage), design (dCell), digital (LinTeractive), brand consulting (LinConsult), motion picture (LinProductions), healthcare marketing (LinHealth) and PR (GolinOpinion) which manage 300+ clients. Mullen Lowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014). In February 2015, Mullen Lowe Lintas Group was ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100.

Website: http://www.mullenlowelintas.in/

The 2014 Effie Effectiveness Index has declared Lowe Lintas Mumbai as the most Effective Agency in Asia Pacific for 2014 and the 2nd most in the world. Mullen Lowe Group challenged global creative community to CAN YOUR LIONS to help with hunger relief effort in earthquake ravaged Nepal. Their overall donation for Nepal is $119,732.

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Industry Insights:-

Marketing communications help to define an organization’s relationships with customers not only by the kind of messages exchanged, but also by the choice of media and occasion to suit their customer’s preferences. It is the science and art of communicating information that the company wants to divulge to the public. The information could be related to the marketing of a product, talk about a new product, launch or community initiatives taken by the company. It is a revolutionary approach to marketing which redefines the discipline and sets up new, radical models of thinking. Now, marketing communication has changed its traditional role as a tactical activity to that of a strategic management tool. Therefore, marketing communication is not just about making tactical decisions in terms of the communication; it is about thinking and elaborating business strategies that will impact the entire business organization. The marketing communications companies offer various services in advertising, brand consulting, health marketing etc.

The online advertising market in India will touch USD 577.97 million by March 2015, a 30 % rise from USD 444.59 million in March 2014, as per a joint study by the Internet and Mobile Association of India (IAMAI) and IMRB International. The brand activation industry is also growing fast and has grown at over 20% during the last two years and is expected to grow at an average rate of about 25%. The design industry lags behind other professional services domains in numerical terms when looked at in terms of turnover and number of employees but number of design companies is growing as there is growth in the existing companies. The brand consulting, health care marketing and motion picture domains are also growing at a fast pace.

The major challenges faced are those that are usually faced by marketers in creating awareness, effective targeting, good return on investment and keeping up the marketing trends.

Questions:-

1. How to measure online marketing success?

2. How to make use of Universal Analytics and configure the site for multiple devices. How to proceed with Mobile SEO?

3. How to use influencer marketing as the ultimate strategy for branding?

4. How to increase conversions and decrease expenses?

5. How to promote social engagement without noise?

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Mr. Mandar NarvekarMass Customization

Speaker’s Profile:-

Mr. Mandar Narvekar is currently the Director Marketing of Rediff.com India Limited. After completing his B.E. in Mechanical Engineering from Vishwakarma Institute of Technology, University of Pune, he did his MBA in Marketing from University of Pune and then went to pursue an Advanced Online Advertising Program from IIM Calcutta. Mr. Mandar Narvekar has a rich experience of more than 9 years in Marketing having worked with leading companies such as TNS India, AC Nelson, IMRB International and Mahindra & Mahindra. He has worked in various functions such as market research, marketing strategy, online media, digital marketing etc.

Company Profile:-

Founded and headquartered in Mumbai, Rediff.com is an Indian news, information, entertainment and shopping web portal. Rediff is the No. 17 Indian web portal. It has more than 300 employees. 89.1% of the millions of visitors to Rediff.com are from India, while the rest come primarily from the USA (3.4%) and ChinaWebsite: http://www.rediff.com/

Price sensitive customers necessitated a constant focus on cost reduction and supply chain efficiency enhancement in India. Rediff India has taken several initiatives in this area:

• Rediff allows users to send and receive mails in many Indian languages on Microsoft Windows

• Rediffmail is also available on mobiles through the free mobile application

• Rediffmail’s service has around 95 million registered usernames. It offers unlimited free storage space.

• In October 2010, Rediff.com launched a paid mobile email service named "Rediffmail NG" with support for all mobile phone platforms including Symbian, Java and Android

Marketing Continuum ǀ 2015 Page | 6• Rediffmail’s service has around 95 million registered usernames. It offers unlimited free

storage space.

• In October 2010, Rediff.com launched a paid mobile email service named "Rediffmail NG" with support for all mobile phone platforms including Symbian, Java and Android

Industry Insights:-

Rediff has attracted more visitors following the addition of new features like social networking, gaming and music. The company has also claimed 46% growth in advertising revenues during the second quarter ended September 30, 2010. Rediff’s key focus has been on strengthening its core business by improving operational efficiencies through better alignment of its infrastructure and resources and the full-scale implementation of a new, integrated CRM system. Changes implemented throughout the second quarter have enabled the company to be more responsive to customer demands. The management has been highly focused on improving its utilization and delivery of inventory by offering various SKUs to Rediff’s clientele, all the while staying true to the company’s core focus and campaign objectives. Rediff will continue to invest USD 1.0–1.5 million per quarter throughout the fiscal year and into early fiscal 2011 as it continues to enhance its technology platform and service offering.

Questions:-

1. What are the chances of mass customization becoming a central practice in manufacturing? Will it bypass traditional mass production or remain a niche process?

2. Every company that gets into mass customization runs the risk of sliding rapidly from phenomenon to fad. So, what kind of measures, according to you, one should adopt to avoid the pitfalls?

3. How is the mass customization of Rediff different from any other E-commerce company?

4. How does mass customization change the traditional concept of consumption?5. How will SME implement mass customization practice since it is expensive and time-

consuming process?

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Mr. Nirmal ShahMobile Advertising & Native Advertising on Mobile

Speaker’s Profile:-

Mr. Nirmal Shah is currently the Mobile Sales Head of Network 18 for Firstpost, Ibnlive, Burrp & Overdrive. After completing his B.com from Mumbai University he joined Institute of Business Management and Research where he pursued an MBA in marketing.

Mr. Shah has a rich experience of over 10 years in online trade sales. He began his career as a marketing executive at Shalimar Paints. In 2005 he joined CIOL as an account manager. He then joined Hindustan Times in 2006 as an assistant manager. Prior to joining Network 18 in 2010, he was the regional head of Sify for more than three years.

Company Profile:-

Network18 Media & Investments Limited is a leading media and entertainment company in India with interests in television, internet, filmed entertainment, digital commerce, magazines, mobile content and allied businesses. Network18 manages various digital businesses including portals such as moneycontrol.com, Ibnlive.com, burrp.com, in.com and firstpost.com.

Burrp! was founded in 2006 and was the first search platform in India, it was acquired in 2010 by Network 18. Burrp! is India's leading Local Lifestyle Platform with listings across 41 cities. It is the pioneer of User Generated Content in the Food & Drink segment and other lifestyle categories. Burrp! started off as an online restaurant search and discovery platform but has diversified into listing multiple verticals of local business.

In.com is an online destination which caters to a wide variety of services catering to the entire internet consuming audience, offering a wide array of multimedia content on news & newsmakers, cinema & celebs, TV channels & big ticket TV shows, movie & restaurant listings, music videos & games. Started in 2008, it is among the top websites in the country and ranked at No. 7 of the top Indian portals by Comscore.

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Industry Insights:-

Mobile is growing faster than all other digital advertising formats. The increased demand for smart devices and the heralding of the 4G mobile broadband networks have increased the use of mobile applications and web services, with strengthened competition among advertising industrial players. As mobile phones outnumber TV sets by over 3 to 1, and PC based internet users by over 4 to 1, advertisers in many markets have recently rushed to this media. Mobile advertising is one of the most exciting new frontiers in interactive advertising. Mobile advertising provides a unique opportunity to connect with consumers on a personal level, with ads that reflect their on-the-go needs and moments of decision. Mobile advertising is precise and powerful, with the ability to target by demographics, location, device, and behavior across mobile devices.

Questions:-

1. Where do you see digital marketing going in the near future?2. With internet penetration still on the lower side in India, should companies

aggressively invest on digital marketing or is it too early to predict a bright future for digital marketing in India?

3. Is it safe to assume that online news websites have made an impact on the minds of the consumers, especially on people who are avid readers and prefer hard copies instead of online versions?

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Mr. Vivekanandhan SomalingamDigital Marketing

Speaker Profile:-

Mr. Vivekanandhan Somalingam is currently the Marketing Director, South Asia at Cochlear. After completing his B.E. in Mechanical Engineering from Madhuraj Kamaraj University, he then pursued his M.B.A. from the same university.Mr. Somalingam has a rich experience of over 10 years in the field of marketing and brand management and has worked with leading companies such as Kodak & TI Cycles of India. He holds expertise in the fields of product / brand management, business analytics & team management skills.

Company Profile:-

Cochlear is a global biotechnology company that designs, manufactures and supplies the Nucleus cochlear implant, the Hybrid electro-acoustic implant and the Baha bone conduction implant. Based in Sydney, Cochlear was formed in 1981. Today, the company holds over two-thirds of the worldwide hearing implant market with more than 250,000 people receiving one of its implants since 1982.

In 2013, Cochlear’s Nucleus implant recorded 99% reliability over the last 8 years, more than any similar product in the market. Cochlear was named Australia's most innovative company in 2002 and 2003 and one of the world's most innovative companies by Forbes in 2011.

Cochlear manufactures principally in Sweden and Australia, including at a purpose-built facility in Sydney. The company's products are supplied to over 100 countries internationally, with annual sales of USD 297 million in the Americas, USD 285 million in Europe, the Middle East and Africa and USD 123 million in the Asia-Pacific as of 2012. Cochlear spent USD 119.3 million on research and development in 2012.

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With rapid technological advancement and wide acceptance of hearing implants procedures among patients with hearing problem, the global hearing implants market is expected to have a double digit growth in the period 2015-2025. Depending on geographic regions, global hearing implants market is segmented into seven key regions: North America (U.S., Canada), Latin America (Mexico, Brazil), Western Europe, Eastern Europe, Asia Pacific, Japan, Middle East and Africa (GCC, S. Africa, North Africa). Europe holds the highest share in the global hearing implant market both in terms of revenue and volume.

Most of the leading hearing implant device manufacturers have been customizing their product lines to appeal more to consumers and as a result help them to stay ahead of the competition. Further, a major challenge faced by the market is the high cost of hearing implant devices. Various end-users do not have the budget to capitalize on expensive hearing implant device procedures. Continuous developments in healthcare infrastructure, greater incidence of deafness, and healthcare reforms are the key factors driving the Asia Pacific hearing implants market.

Questions:-

1. What are some of the steps Cochlear is taking to consolidate/improve its position in the Asia-Pacific market?

2. The high cost of Cochlear devices are a deterrant for many end-users? Are there any steps that cochlear is planning to make its devices more affordable?

3. What are some of the unique solutions provided by Cochlear to its clients? 4. What are the key focus areas in Digital Marketing for Cochlear?5. How do you differentiate your marketing strategy from your competitors?

Marketing Continuum ǀ 2015 Page | 11Ms. Deepali Sangamnerkar

Marketing in IT services – Its perception & reality

Speaker’s Profile:-

Ms. Deepali Sangamnerkar is currently the head of marketing, branding and CSR at Fujitsu India Global Delivery Centre. After completing her B.Sc in Biology & Chemistry from University of Jammu she went to Institute of Management Education, Pune to pursue MBA in Marketing. Ms. Deepali has a rich experience of more than 19 years in the Marketing, branding and CSR domains having worked with firms such as Sara Beattie, Educurve, Raw Events, Omnicure Medicaments, Blue dart express and Godrej & Boyce. She has worked in various functions such as strategy, sales, marketing, branding, market analysis and corporate communications.

Company Profile:-

Fujitsu is the leading Japanese information and communication technology (ICT) company which was founded in 1935 and is headquartered at Tokyo. Fujitsu is present in over 100 countries and has close to 159,000 employees worldwide. Fujitsu in India through its subsidiary Fujitsu Consulting India Pvt Ltd. addresses the IT Services and Software market in India and also operates Fujitsu’s largest Global Delivery Center. Fujitsu is enabling its customers to realize their growth objectives by leveraging information technology through its integrated services and software portfolio. This includes Business Services, Infrastructure Management Services, Application Services and Software in industry verticals such as Energy & Utilities, Retail, Logistics, Consumer Packaged Goods, Infrastructure, Life Sciences & Healthcare, Agriculture & Allied, Government, Automotive and Financial Services.

Website: http://www.fujitsu.com/in/

Industry insights:-

The Information and Communication Technology (ICT) sector in India has demonstrated dramatic growth in the last one decade. India is recognized as a global leader in ICT sector by virtue of its low operation cost, availability of large talent pool and remote delivery model. The overall market size of ICT in India was valued at US$40 billion in 2014. In general, ICT is often used as an extended synonym for Information Technology (IT), but is a more specific term that stresses the role of unified communication and the integration of telecommunication, middle wares storage, and audio-visual system, which enables users to access, store, transmit and manipulate information.

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ICT technology industries are broadly classified in:

Producing, selling, supporting computing and communications equipment, peripherals and component (Computers, cellular phones, networking equipment, telecommunications equipment, telephony products, smart phones, printers, scanners, computer chips, etc.)

Producing, selling and supporting software for computing and communications equipment and enterprise and user systems(operating systems, enterprise applications, user applications)

Providing, selling and supporting computing, information, communications, software and hardware services (cable and telecom service providers, value added service providers, management services, value added resellers, call center operations, help desk, etc.)

Questions:-

1. Big data and market research are heavily coming into picture lately. How do IT companies market these products to their customers?

2. How does branding help in a B2B scenario? How tangible it is?

3. How does a commercial on televisions by B2B companies impact their business?

4. Fujitsu is a global brand. Is the strategy for marketing remains same in all the countries? If not, what all are the different factors that you concentrate on?

5. How do you differentiate your marketing strategy from your competitors in the B2B scenario?

Marketing Continuum ǀ 2015 Page | 13Mr. Manish Advani

Rise of Content Marketing

Speaker’s Profile:-

Mr. Manish Advani is currently the Head of Marketing & Public Relations at Mahindra SSG - A Mahindra and Mahindra Group Company. After completing his Bachelor of Commerce in Financial Accounting and Computer Applications from Jai Hind College Mumbai he went to New Jersey Institute of Technology to pursue BS in Management. He completed Stanford Graduate School of Business executive program in Brand Building in 2010. He has over 15 years of rich and extensive experience in Strategic Planning, Business Development, Brand Management, New Project Development, Media Planning & Management, Startup Ventures and Team Management and has worked with brands which have been market leaders like Kraft Foods, Jaguar & Land Rover, Microsoft, Ciba Vision, Harvard Business School, Arvind Limited, Aditya Birla Group and Times of India.

Company Profile:-

Headquartered in Mumbai, India, Mahindra Special Services Group (MSSG), a strategic business unit under $15.9bn Mahindra group, is a leading Corporate Security Risk Consulting firm that helps organizations reduce risk and enhance competitive advantage. MSSG protects information assets and minimize losses due to an enterprise’s deviations from good governance. MSSG’s risk mitigation advisories have enabled over 100 major corporate clients secure their people, assets, information and reputation. One of the most defining differentiators of MSSG is its holistic approach towards Corporate Security. MSSG partners with clients to protect their businesses from the new and emerging forces of risk. MSSG’s consulting services are categorized under the following heads:

Information Security management Services Physical Security Advisory Services Technical Advisory Services Fraud Risk Management Change Management

Website: http://www.mahindrassg.com/

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Industry Insights:-

The global market for risk consulting has risen by over $1bn (9 per cent) to just under $14bn in 2014 (as per Source data). Work in financial services dominates the market, accounting for 35 per cent ($5bn). Regulation and compliance work has been the major driver of the growth however cyber security will have a significant impact on the domain. KPMG, Delloite, E&Y and PWC accounted for 61% of the business in 2014. The proportion of organizations (most of which are very large and international) that say they either already have existing risk-related initiatives and/or are planning new ones has been rising steadily. Two years ago, over two thirds (68%) of organizations said this was the case, the majority of which were in the financial services sector. The equivalent figure today is 85%, a proportion that’s now fairly consistent across all industries. The increasing number of risk-related initiatives has led to a dramatic rise in the use of consultants. In 2013, just 27% of organizations said that their investment in risk-related areas would drive up their use of consultants. Recent studies believe that Risk consulting is currently at cross roads with huge differences in ‘Low cost’ and ‘High Value’. ‘Low cost’ risk consulting involves regulatory related risk consulting. Cyber risk falls into the ‘high value’ market as it is a relatively new market and the firms will rely heavily on the expertise of the consultants to provide the solution.

Questions:-

1. What are some of the unique solutions provided by Mahindra SSG to its clients?2. How has risk consulting evolved in India and what future does it hold in India?3. What are the key focus areas or aspects in content marketing of Mahindra SSG?4. What led to the rise of content marketing in corporate security consulting firm?5. How does a brand calculate their ROI in content marketing? 6. What are the processes and tools used in content marketing?7. What is your content marketing strategy for Mahindra SSG?8. What are the major differences between content marketing in B2B and B2C?

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