FEB 8th, 2014

Lal Bahadur Shastri Institute of Management hosted a National Marketing Conference on Marketing Strategies in Emerging Economies at its campus in Dwarka, Sector 11. The conference was inaugurated by the Chief Guest Shri Pradeep Singh, CEO, Indian School of Business, Mohali Campus. The conference, presented an opportunity to explore diverse facets of emerging marketing trends to offer implementable managerial inputs. Speaking on the immense potential of innovative marketing, Shri Pradeep Singh stressed the importance of understanding the cultures of emerging economies as these cultures are driven by the heart rather than the head therefore relationships take a center stage and thus the customers, channel partners and vendors too have to be dealt with differently. The welcome address was given by Dr. G L Sharma, Advisor Management Grid, LBSIM and the presidential address was delivered by Prof P K Biswas in which he iterated the need for marketing strategists in emerging economies to strike a chord with the customers by thinking locally and understanding the culture of their target segment. The conference convener Prof S.K Jain emphasized on the importance of connecting with the customers and the emergence of new P’s of marketing: People, Profit and Planet. The conference was divided into three technical sessions which were attended by eminent academicians and industry professionals. The first technical session was on Marketing Dynamics – Online and Offline strategies. The session was chaired by Mr. Aseem Soni, Director–Consumer sales Chaired Cargill foods limited, and the panel consisted of Mr. Kapil Gupta, CEO OMLogic Consulting Pvt. Ltd, Dr. Kamaljit Anand, Managing Partner, KIE Square Consulting, Mr.Vishal Sehgal, Head-corporate relations, Metro cash& carry. The Second technical session was on Critical Facets of Marketing Strategies which was chaired by Mr. Amit Maheshwari, Director, Marketing & Strategy, Carrier India and the panelists consisted of Ms. Shefali Sapra, Sr. GM Marketing & Communication, Yakult Denone India Pvt. Ltd, Mr. Anurag Yadav, National Sales Director, British Telecom, Mr. Amit Budhiraja, CEO Utopia, Freight Logistics Pvt. Ltd., Mr. Sunil Kumar Garg, MD, 9 Global Institute of Applied Technology. The second technical session highlighted about proximity with direct and indirect customers, challenges and strategies of business units in emerging economies and distribution networks. The Third session was on Strategies for Marketing Sustainability and was chaired by Prof. A.P Arora, Marketing Professor, MDI Gurgaon and the panelists consisted of Mr. Niranjan Khatri, GM Environment Initiatives, ITC Hotels, Gurgaon, Dr. Sandeep Garg, Senior Technical Specialist & Head, DSM,EESL ,Mr. Abhishek Punia, CEO,ARM Digital Pvt. Ltd. Gurgaon. Prof Arora emphasized that if all organizations focus on sustainability there would be no need for CSR initiatives. The conference served as an excellent platform to absorb insights about the challenges being faced by marketers in emerging markets, which are characterized by high degrees of uncertainty, complexity and diversity.