AIMA's 6th National Brand Summit: Shifting paradigms through different avenues of marketing

The Brand Summit witnessed luminaries like Shivnath Thukral, Group President (Corporate Branding & Strategic Initiatives) ' Essar Group, Yogi Sriram, Executive VP ' Larsen & Toubro Ltd including other professionals across the industry. The discussion spearheaded by distinguished guests spread across how various elements of Marketing have evolved through different paradigms. "In today's scenario a marketer needs to have the willingness to change, the willingness to see what is changing around them and then deliver according to what the consumer wants" said Ms Anshoo Gupta, COO ' Pinstorm.

Some of the key discussions of day 2 at the brand summit were '

Speaking on the importance of new emerging media channels Ishan Raina, Director & CEO ' Out of Home Media (India) Pvt. Ltd. said "The dynamics of the consumer is changing but the marketer and middle men are refusing to change. In terms of advertising, one has to adopt mass customization using different advertisements for different sets of consumers even if the idea behind the advertisements is the same."

Sameer Kaul, VP Marketing ' Dr. Lal Pathlabs, speaking on the Health industry said "The Paradigm for this industry is shifting from Illness to Wellness. Consumers today do not undergo tests only when they are ill but proactively conduct various tests to keep a track of their wellbeing. In this scenario marketers need to innovate, invigorate and refresh to meet the requirements of these consumers"

Speaking on The Retail & Experience paradigm Ajay Kakar, Chief Marketing Officer ' Aditya Birla Group said "The retail industry has evolved. In the current scenario we need to think from a brand perspective where a brand can attract the consumer and lead the consumer towards the brand. A Change should be initiated from Marketers and their products rather than waiting for a need to arise from the consumer."

Ameera Shah, MD & CEO - Metropolis Healthcare Ltd stressed upon brand customization through brand building exercises and knowledge management tools which will help in creating awareness for consumers.

The Day II of the Summit also featured distinguished personalities such as Prabhat Pani, CEO - Ginger Hotels, Alpana Parida, President ' DY Works, Manish Advani, CMO ' Mahindra SSG, Pramod Sadarjoshi, Executive Ditrector ' GSC India JP Morgan Chase and Chitra Krishnamurthy, Head ' Young Talent, Group HR ' Aditya Birla group

Thus, the Day II of All India Management Association (AIMA) 6th Brand Summit comprised discussions on service and experience to build brands. The sessions emphasized on the evolution of the technology in today's competitive scenario with facilities like social media, cloud computing, mobile applications and other sociological and product trends.