Tuesday, February 19, 2013

Guest Lecture: Mr. Kishore Chakraborti (Vice President, McCann Erickson))

Marketing has always been a favourite area for management graduates. Therefore students are always looking out for knowledge on this front. On 18th Feb 2013, DoMS IIT Roorkee saw such an opportunity. The students got a chance to listen to Mr. Kishore Chakraborti. Mr. Kishore is having more than 25 years of experience in marketing & advertising and current working as VP of McCann Erickson. He is having a vast experience in consumer insight and also created various advertisement campaigns.

Mr. Chakraborti started the session with a brief note about the world of advertisement. He emphasized on the common sense and said that advertisement actually deals with the small things of the life. He stressed on understanding the small dreams and meeting customer needs. According to him, everyone wants to see himself/herself as the projected value. He also spoke about challenges in data gathering as people are reluctant to share information.

The speaker then began the topic of “Connecting with Customers in an era of Uncertainty”. He talked about how the old marketing concepts are no longer relevant in the contemporary world. He explained the industrial age marketing principles – Marketing Warfare, which has died now. He gave example of Fortune 500 companies of then and now and showed how there is a paradigm shift from old school of thoughts to new school of thoughts. He mentioned DOS commands of IBM vs the click commands of Microsoft to depict the transition. The overall message is to understand consumer language and this is the area where marketing is changing.

Mr. Kishore then talked about the “Challenges of Change” on four parameters – technology, communication & connectivity, media and consumer. He mentioned that in today’s world it is not only communication between man to man but also between man to machine. He highlights the fact that the desire to connect is never ending. Earlier it used to be postcards, now it has been replaced by mobile phones. Now the man himself is acting as a medium of communication.

The speaker also explained how things have changed “Beyond Economic recession”. He talked about recession of time, space, patience, relationship, energy & resources. He explained with the example of Dominos which is entirely positioned on 20 minute plan. He also gave example of how LCD tv has secured its position among household as it saves lot of space. Another major change is that consumers don’t wait for a particular brand and brand loyalty is no more existing. Marketing now has become more evolutionary. With the depleting natural and energy resources, products need to be developed on novel ideas to meet the consumer needs.

Mr. Kishore then touched upon the “Inflation of Roles”. He gave an example of women Horlicks ad and how it has been transitioned. He drew a parallel between earlier generations and current one. Earlier generations used to live a routine life whereas the current generation does not want to follow the established rules. He mentioned a modern age woman who not only plays a role of mother but also others such as a manager and a diva. He connected motherhood to glamour hood which was not the case earlier, through an example of Malaika Arora Khan.

The speaker also talked about the “Problem of Attention”. He said that there are too many touch points as well as one plays too many roles in the life, with too little time. Mind is experiencing multiple things and it is constantly looking for new form of excitements.

Next topic discussed was “Context of Attention”. In current times, consumers have very little time therefore it is not easy to connect with them. Consumer is a moving target and most of the connectivity happens on the streets. The speaker showed several innovative advertisements to substantiate the concepts.

The speaker then spoke about “Preempting the Reality”. An example of Aircel was given as how it generated huge visibility and reach. Mr. Kishore said that connecting with customer is the main issue and marketers have to apply innovative methods for it. He reiterated that there is no rule in marketing. Even a proven path can result as a disaster.

The speaker also elucidated the “Innovation in Conventional TVC”. He said that creativity plays a big role in this regard. Happydent was taken as an example to show how Mr. Prasoon has come up up the brilliant idea. The entire ad was about 90 seconds so it would not be wise to air this ad due to cost constraint. Therefore ad was applied on cricket matches. It not only gave desired result but with a lesser cost.

The speaker then talked on “Death of Traditional Media”. He put the fact that there are only 7% of the internet population as compared to tv. Mobile on the other hand, has certainly larger reach but it has limitations attached to it, such as TRAI embargo on spam messages. The speaker also stressed that viral marketing such as “Kolavari Di” is not happening every day. As for flash mob, the speaker termed it as a flash in pan which lost its momentum after the initial success. He showed us an ad of Japanese pharma company SSP to explain the use of internet in advertising world.

Next in line was “Emerging Web and Tech World”. The advances in technology have revolutionized the entire marketing. The internet is a potential tool for transition from information to idea to things. Things such as sixth sense are even making the difference between virtual and real blur. The technology has put us under constant surveillance.

Last topic was the “Power and its Price”. In today’s time there is a greater amount of knowledge and more personalization. The change is actually triggered by the technology. The definition of copy has also changed. Now original is only those things which can’t be copied. Emotion is one of them. Hence marketing in current scenario is emotion driven.

The speaker the summed up the entire conversation by suggesting on adopting green marketing, being socially responsible, continuous improvement and change. He talked how Sirf Excel has travelled from cleanliness to conservatism. This was the concluding point of the discussion. Overall it was an extremely insightful discussion encompassing various aspects of marketing. A vote of thanks was delivered to guest by Dr. S. Rangnekar, HoD, DoMS IITR. The students thoroughly enjoyed the learnings gathered from the session.

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