Kolkata, August 26, 2019
The swift paradigm shifts in consumer pattern are compelling marketers to consistently realign themselves and course correct constantly. To analyze , discuss and dwell on the same , The Bengal Chamber in Association with The Telegraph, organized its10th Edition of the Marketing and Brand Conclave on “The Millennial Consumer and Future CMOs” at the ITC Sonar, Kolkata on 23rd August, 2019 .
“The Chamber has been a forerunner in presenting ideas and thoughts, highlighting the defining elements of tomorrow through path breaking conclaves on “India as a Market in 2020”, “Changing Faces of Communication”, “Changing faces of Brands”, “Influencer Marketing” and many more”, stated Mr. Indrajit Sen, President, the Bengal Chamber.
Speaking on the new challenges being faced by marketers and brand heads , Mr Sanjiv Mehta ,CMD, HUL and President, Unilever South Asia, spoke about the changing role of business in the age of millennial consumers. According to him while marketing is very integral to business, the purpose of business was changing its focus from not just creating value for its shareholders but creating value for customers, investing in its employees and taking care of community and environmental factors. Ultimately companies with purpose last longer, and brands with purpose last longer. The bigger purposes of brands will allow consumers to differentiate one brand from other.
Consumers see if a brand is making an impact in their lives. Technology aids in tailor making your communication of marketing needs. Companies have to play a cognitive role and consumers pay more if your brand is purpose driven. So content will play a much bigger role and it has to be situational. To address the needs of the customers marketers have to be agile, innovative and hyper personalize their message felt Mr. Bharat Puri, MD, Pidilite Industries.
Piyush Pandey, Chief Creative Officer, Worldwide & Executive Chairman – India, Ogilvy & Mather, expressed that if one has to truly know one’s consumer mere data analytics won’t do. One has to go to the streets, at roadside eateries visit roadside bars, and feel the pulse with ears and eyes open. For successful branding knowing your consumers is the ultimate key , he felt.
Others present at the conclave were Mr. Jayen Mehta, Senior General Manager, Planning & Marketing , Gujarat Cooperative Milk Marketing Federation Ltd. (Amul), Ms. Suparna Mitra, Chief Sales & Marketing Officer – Watches & Accessories, Titan Industries, Mr. Sarvesh Kumar, Chief Marketing, BPRS-B2C, Tata Steel among others