Business Bureau :
The Marketing Forum of Vidarbha Industries Association (VIA) organised a panel discussion on “Secret of Marketing in New Challenging age’ at VIA Hall here at Civil Lines recently. The objective of the intended was to make the participants aware about how companies manage marketing during tough situation and what measures should SME’s take to be consistent in marketing. Eminent panel speakers shared the secret of marketing on the facets for development of their business. Narendra Jog, Founder of Jog Hospitality Pvt Ltd, said that in service industry never say ‘no’ to the customer. “One should see that customer spends less and gets more satisfaction,” he said advising the participants that they don’t look at ‘small time big gains’ rather look at life long relationship with the customer.
Also ensure that the customer becomes brand ambassador of your business, he said. Anumita Bhattacharjee, Global Head (Marketing and Communication) of TCS said that in today’s ‘Business 4.0 Era’, digital is a key enabler and through digital one can truly achieve “mass personalization”. “You need to live your brand positioning, both internally and externally. She said that every employee of the organisation is “Your Brand Ambassador” and during crisis, they trigger your innovation and also propel innovative marketing, which will be helpful for any unit to re-launch / develop their product. She said basics of marketing remains the same in all types of industry.
She emphasized that one should understand his or her customer and markets and to stay close and stay relevant. R G Paranjpe, Vice President of Jayaswals Neco Industries Ltd., said one need to review marketing strategy, if there are major changes in business environment. “If you can win over customers then demand exists. One has to look at what appeals to customer and strategies actions should revolve around that theme,” he said.
He said current age challenges are demographical changes, statutory rules and regulations, challenges due to trade restrictions, technology innovation and economic slowdown. Yogi Singh, Joint Managing Director from Amitasha Enterprises Pvt Ltd., said, before deciding the marketing strategy one should always keep in mind the consumer behavior. Mili Juneja, Convener – VIA Marketing Forum moderated the programme. Earlier, Suresh Rathi, VAI President; and Anita Rao welcomed the speakers. Anuja Sharma, Chairperson of VIA Marketing Forum made the opening remark and introduced the guest speakers. The programme was attended by members, entrepreneurs, marketing professional and others.