SPJIMR-Mumbai
Organizes Marketing Effectiveness Conclave 2008text
The marketing discipline has
always been more art than science; corporations have spent untold billions on
marketing without any exact way to determine how much the resulting "brand
equity" or "consumer awareness" contributes to their bottom line. With this in
mind, the S. P. Jain Institute of Management & Research organized the
Marketing Effectiveness Conclave to show-case real life instances where
marketing initiatives have helped enhance marketing effectiveness. text
The event also hosted the S.
P. Jain Marketing Impact Awards, a competition in which companies presented
their best marketing initiatives, which were judged for the return on marketing
investment. The finalists for this year were Ginger Hotels, Motorola,
Marico, and the first international entry of Pentland. At the
ringing of the final bell, Marico was declared the winner for its advanced
IT-based Sales Information System with Motorola as the runners-up for the impact
of their marketing initiatives.text
The keynote address was given by
Mr. S. Sivakumar, Chief Executive of ITC Agro-Business. The brain
behind the award winning e-Choupal Model talked about the evolution of
marketing thinking with special regards to the social marketing network in rural
India, and how firms can make a fortune at the bottom of the pyramid. text
The event included a panel
discussion of industry experts, discussing how to make marketing accountable to
the business. The discussion ranged from the limitations of quantitative metrics
in marketing to Brand Equity, and how to effectively leverage its benefits for
business.text
Prof. (Dr.) Atish Chattopadhay
commented, "A data driven basis for making broad, strategic marketing trade-offs
are yet to be established. This event aims to create awareness about the fact
that the trade-offs were made on the basis of projected financial impact and
long-term sustainability of the organizations."text
