The conference will have 13 tracks traversing across following areas:
Product innovation calls for a relook as it is challenged by the customers every time. Today's customers are highly informed; they are in close proximity to Marketers. Hence, it wouldn't be wise to take them for granted. Customer, being the co-creator of the product brings in enormous values into the system. This has changed the complete outlook of the business firms driven by the product innovations. The role of a Marketer is very significant in this context to get the value embedded into the product innovation and development.
In an integrated dynamic marketing system price is one of the main factors which provide the competitive advantage to the firms. In the short-run, innovative pricing strategies provide the business firms an edge over others. But, in the long-run, they will run the risk of getting subdued for being uni-dimensional.
Companies have traditionally overlooked the significance of Distribution, and hence did not make much difference in the market. Only few have redefined the distribution strategies and the way they are looked at. An attempt to reach out to the doorstep of customers has changed the scenario completely. Today, distribution is no longer just a fulfilment function. It provides a meaningful platform for the companies and the customers to co-create the value. Distribution innovations backed by the technology is able to create different Consumer Touch Points which provide seamless shopping experience. Marketers are poised to take up the challenge to innovate the distribution network besides keeping the cost of distribution low.
The innovations in Communication-mix are centred on the context in which the communication strategy is adopted, the types of the communication, source of such communication, the choice of media, etc. The challenge is to get the sustained attention among target audience and simultaneously keeping the cost of communication substantially in control. Research papers can work on how the journey from acquiring the Mind share of the target audience to acquire Wallet share to get the Market share.
Keywords: Marketing mix, marketing strategies, product innovation, pricing strategies, Customer touch points, distribution strategies, communication strategies, diffusion process, Mind share, market share, integrated marketing communication
In modern days, Brand is more than an identity, but a character personified. 'It is very difficult to build the brand; it is even more difficult to sustain the brand built', thanks to competition. Innovations in the elements of branding and collaboration of different stakeholders of business can strengthen the brand equity which straightaway influences the Consumer Equity.
The track intends to cover Brand salience aspects, essence of brand management, integration of traditional and digital communication towards Branding, components that drive Branding to resonate with the customers and innovative Branding strategies.
Keywords: Branding strategies, packaging, communication, advertising, brand equity, Consumer Equity, brand image, brand positioning, Brand Resonance.
'Rural marketing is real marketing', the statement holds true in an emerging economy like ours where a very high proportion of our population lives in rural areas. The rural marketing field is experiencing rapid transformation due to saturation in urban markets and growing avenues as a result of technological advancements and digitalization, growing purchasing power & expectations of rural consumers, and availability of large untapped markets. The sets of challenges which a marketer come across in rural markets are not similar to those in urban markets. The aim of this track is cover the scope of rural marketing, marketing practices and approach required to be successful in rural markets, an understanding of the dynamics of rural markets, challenges and opportunities present there and to capture insights in rural consumer behavior.
Keywords: Rural markets, rural marketing, rural market potential, digitalization, dynamics of rural markets, challenges and opportunities, rural consumer behavior insights
Increasing competition and escalation in customer expectations has made the role of organizations and marketers very challenging. Times have passed when product features and price alone can act as a source of competitive advantage. In the present era, if a marketer wants to achieve a sustainable competitive advantage it is important to serve the customers in excellent fashion than just selling. Customer experience is to be viewed as a customer journey and we need to make it smooth and pleasurable by engaging customers at multiple touch-points. It is essential for the marketers to use some innovative techno-marketing tools in creating and delivering richer customer experiences and building long term consumer-brand relationship.
The focus of this track is on managing customer experience, experiential marketing, maximization of customer value, developing customer loyalty programs, managing touch-points in engaging customers, enhancing customer lifetime value with the help of customer relationship management.
Keywords: Competitive advantage,consumer journey, experiential marketing,customer value, customer experience, customer engagement, customer relationship management, customer loyalty programs, touch-points, customer life-time value.
Marketing as a function is not limited to selling goods or services alone. There exists potential in developing programs and campaigns by utilizing commercial marketing principles and techniques to improve the physical, social and economic environment for the benefit of individuals and society at large. The ideas from the social sciences and marketing in general can be effectively combined to influence behaviour in a cost-effective and sustainable way. Social marketing was majorly used by not for profit organizations and government agencies in past. However, for profit organizations have also started employing social marketing strategies to promote ideas and consumption that either encourage positive consumer behavior; or discourage negative behavior and consumption at consumers end.
This track seeks contributions from researchers and practitioners that deals with advertising of social issues, social marketing strategies and impact of social marketing campaigns on consumer behavior, society and firms economic performance.
Keywords: Social marketing, social sciences, commercial marketing, social marketing advertising, social marketing strategies, consumer behavior, economic impact, behavioural and social impact
The retail landscape in India is vividly changing in line with fast paced consumer dynamics facilitated by wide exposure. Indian retail market ecosystem has been subjected to natural and imposed changes due to fragmented markets and needs. Modern consumers are highly informed and empowered to make decisions. The ever increasing consumerism prompted by growing percapita income is necessitating the immediacy. To meet the consumers' urge of immediacy, retailers are going all out to organize the retail operations. The technology enabled retail businesses are gaining tractions since they are able to keep consumers on edge. Consumers are fast embracing Brick and Click model of retail which is expected to give them a seamless shopping experience. However, consumers have not out rightly rejected the traditional retail formats; these formats of retail continue to coexist with modern retail formats. Retail markets face their own challenges; a challenge to keep the cost of sales per unit down, a challenge to maximize the percapita sales, a challenge to optimize the store inventory, a challenge to merchandize the products at retail shelves, a challenge related to front-end and back-end logistics and all these amidst an intense competition. So, sustenance of the retail business model is challenged every time and time again.
In this hindsight, research papers are expected on the trending topics not just limited to Omni channel retail, e-commerce, Category management, Modern Retail, retail aggregation models, but are invited on the possible innovation in the field of Retail business and the extent of changes they bring along.
Keywords: Modern Trade, Omni Channel, Retail Aggregation, Category Management, E-commerce, Merchandise Marketing, Retail Technologies, Visual Merchandising
India has the 2nd largest start up ecosystem in the world. It is expected to grow by 10-12% year. There are about 20000 start-ups in India, 24% of which are tech start-ups. The huge domestic market and ease of starting business are fuelling the growth of start-up businesses. Growing youth population and the internet penetration are aiding the growth of start-up firms as well.
The challenges related to the three determinants of start-up ecosystem (Infrastructure, Funding and Corporate connect) can thwart the scope for start-up growth. The incubators, accelerators, co-working spaces (Infrastructure) and other two determinants (Funding and Corporate connect) have been much talked about. However, Marketing and marketability is given least importance. Growth Hacking can provide the required momentum to the start-up businesses. More studies are required in the area.
Similarly, India is a home to around 29 Million MSMEs that employ around 69 Million people and contribute about 45% of the manufacturing output. None of the traditionally spoken problems pertaining to MSME businesses such as lack of funds, poor infrastructure, poor market presence, lack of innovation, etc. are valid today. The researches state that many MSMEs do not have an organized Marketing set up which is the main reason for their mortality rates.
Research papers are invited on the importance of Marketing activities in both start-up firms and MSMEs, the changes they can bring along, Marketing innovations in these firms and many more.
Keywords: Incubation, Growth Hacking, Co-working, Marketing Innovation in MSMEs, Marketing Strategies for Start-ups
As businesses fight for a market pie, business results are turning out to be highly unpredictable, making investments risky. Every unit invested in the business is accounted for. Therefore, there is a need for them to step cautiously. Business firms are increasingly banking upon the data for decision making. Having an improper data or an inadequate data could prove fatal for the companies. This is even true in taking decisions related to Marketing. Marketing analytics helps firms in diagnosing the problems and prognostication appropriately.
Analytics Market in India is already worth a couple of Billion Dollar. More firms are espousing analytics as a function and investing huge money to strengthen that. Majority are still short of catching up as they would have either underestimated the market or overconfident that their Marketing activities are at par with what market demands.
This track focuses on how companies are leveraging on data for building their Marketing strategies. The track also focuses on the challenges related to Data Analytics in Indian scenario.
Keywords: Data-driven Marketing, Predictive analysis, Prescriptive analysis, RoMI, Market Share, Big Data, Forecasting
In an era where consumers have lot of options to pick from, it becomes highly challenging for the business firms to keep customers hooked on. Therefore, business sustenance is challenged from time to time. The pent up demand calls for an individualized attention. Firms are doing their best to knock the doors of customers in a bid to appeal to them and engage them for a longer term. Mass marketing is the thing of the past; personalization has become inevitable. Firms have started driving their marketing activities by customers. The focus has moved from being mere Sales oriented to Getting assured sales to Promoting advocacy.
But, it comes with its own challenges. Marketing innovations are short-lived. This is pushing the Marketer to an obligation to generate adequate returns from each account, making the investments riskier.
Research papers in this area can cover the innovations pertaining to personalization, technology enabled Marketing process, Customer Life Time Value (CLTV), and many more.
Keywords: Personalization, Advocacy, Assured Sales, Customer Life Time Value, Key Account Management
With the rapid progress in the areas of communication and Information technologies, the globe has transformed truly into a village. Products can be sourced from any part the globe with ease. However, current challenges of globalization emanating from geopolitical situations, issues related to sustainability, Cultural mismatch, Innovations and Disruptions, Digitization etc. have created new challenges to international marketers. Are the Marketing managers prepared to deal with these challenges? How the marketers are strategizing to deal with these changes?
This track focuses on the current processes of International marketing related to product and services, pricing issues in international markets and the challenges associated with it, Promotional issues in international marketing and the distribution and channel mechanism in global scenarios. The track also deals with concepts related to brand management in International markets, Green marketing challenges, barriers in international marketing, segmentation, targeting and positioning issues in International Marketing.
Keywords: challenges in globalization, Exporting; Franchising; Advertising; Marketing channels; Distribution channels; Brand loyalty; Brand management; Pricing; New products; Global retailing; Marketing professional services across borders; International B2B marketing; Relationship marketing; Emerging market customers; Middle class consumption; Marketing to governments; Marketing to family conglomerates; Market targeting and segmentation; Entry modes; Digital marketing; Social media for international marketing;
Internet has in true sense emancipated the customer by providing information and access to various products and services. Customers are now making purchase decisions just by the information provided by the peer reviews. They try to make a purchase decision the moment the need arises, entailing the marketers to be present online- proposing their value proposition at all times. Also, Technology convergence and device convergence have reinforced the customers in identifying the correct value of their choice. Given this scenario, it becomes critical for the corporations not just to offer their values online but should also understand the behavior of consumers in digital space as well.
This track focuses on content and web strategies, online posters and banner ads, Social media marketing strategies to develop an interactive digital content marketing strategy to enhance customer engagement. It will also deal with issues related to Mobile marketing, Search engine marketing, Web analytics and segmentation & targeting issues. Data analytics, Data mining, sentiment analysis and marketing, online product, online price, online promotion and online distribution issues, topics related to E-wallets and E-commerce.
Keywords: Moments of truth, Consumer Behavior in Digital Space, Content marketing, Website strategies, Web analytics, online product, online price, Online promotion and online distribution issues, E-wallets, E-commerce. Online branding, sentiment analysis, Data analytics, mobile marketing, Banner ads, over the top (OTTs) and promotions.
In concurrence with the sustainable developmental goals as defined by Brundtland committee report, it is very essential to satisfy the needs of the current generation without compromising on the needs of the future generations. An optimized and balanced approach towards People, Planet and Profits is being envisioned to attain the sustainable goals. On one hand, corporations are responsible for creating values; on the other hand, corporations are responsible for the economic externalities which are creating dissonance in the society and the ecology. Sustainability marketing proposes the concepts of reduce, recycle and reuse and thus promulgates a conscious consumption towards the values are being proposed. Significant understanding towards how corporations are strategizing towards sustainability marketing? And how conspicuous consumption be reduced amongst the consumers?
This track focuses on the concepts like Green marketing, Challenges and opportunities associated with sustainability products, pricing issues related to pricing of sustainable products, promotion and distribution of sustainable products. The track also focuses on consumer behavior towards sustainability / Green products, mindful consumption Corporate social responsibility, sustainable value chains, Green marketing and product branding.
Keywords: Green marketing, Sustainable products, Conspicuous consumption, CSR, sustainable value chains, mindful consumption etc.
The marketing ecosystem embraces variety of stakeholders and among them students of marketing have a critical role to play in future. The ever changing competitive landscape and evolution of marketing ecosystem has made it important that the future marketers should be sensitized with the real world marketing issues and opportunities. They should be trained in a holistic manner to understand the components of marketing ecosystem and impact of innovations both in their domestic market and beyond it.
The focus of this track is to explore the pedagogical innovations for providing learner centric marketing education in the dynamic times. The faculty and research scholars are encouraged to share their research on learning tools, projects, simulations, in-class exercises etc.
Keywords: Pedagogy, marketing issues, learning tools, simulations, learner centric