Indian Institutes of Management (IIM) Indore organised the 2-day rural edition of the Marketing and Leadership Workshop, Utsaha in its campus on November 3-4, 2017. The workshop consisted of enriching deep-dive sessions, taken by industry veterans into the field of consumer behaviour, effective leadership in current business scenario, market research, rural marketing, and the importance of understanding the same.
The theme for the workshop was ‘Leadership in Current Indian Scenario & Marketing in Terms of Understanding Consumers Better & Identifying New Business Opportunities.’
Speaking on the growth potential for farm mechanisation in India, Dr. Anuj Paul, John Deere India, discussed about the agriculture sector in India in which farm mechanisation is only starting to bloom. He familiarised the participants with the concept of Purchase Funnel which illustrates the theoretical journey of a consumer through the processes of awareness, consideration, evaluation, purchase and use of a product.
Dr. Paul also elaborated on the kinds of challenges that a company like John Deere faces in creating awareness among people, such as reaching the huge mass living in 641,000 villages, dealing with various languages and religions and people from various literacy levels. He also shared how his company overcomes these challenges – by the use of regional media to a large extent, use of stories with more images and less text to communicate better, use of technology to build their own data, and increasing BTL to improve quality of awareness, to name a few.
While shedding light on rural demography, Prasanna Tiwari from Kirloskar Brothers proceeded to introduce the audience to the concepts of marketing and rural marketing. He highlighted the future potential of rural marketing in India.
S Adikesavan, National In-charge - Agribusiness vertical of State Bank of India, emphasised the importance of building different aspects of the student’s personality. He encouraged the students to develop a mind-set of contributing to the nation, livelihood and value for everyone.
On ‘Leadership in today’s business scenario’, Amit Kasliwal, Head - Corporate Sales (India), Ford Motor Company mentioned about how leadership is about inculcating small habits. He also spoke about the importance of learning the art of building long lasting professional relationships.
Speaking on digital and social marketing, Subhendu Pattnaik, amongst the 100 Most Influential Global Marketing Leaders and one of the top 50 Brand Leaders of Asia, 2017 shared his insights from his work in the fields of digital and social marketing, branding using content and account based marketing amongst others. He talked about the rise of digital marketing, how big it is, building a positive digital footprint and how digital marketing can offer ultra-precise targeting, ultra-less costs, ultra-efficient tracking of ROI.
Highlighting about the rural emerging market, Saroj Mohanta, a marketing professional talked about the triple bottom-line and its impacts on sustainable business solutions in emerging markets. He discussed the probable markets coming up with rural rich and emerging communities, and enlightened the audience about market research, market discovery and designing innovative products for rural as well as low income markets.