Event report

Webinar on the Marketing Roadmap and the new Marketing Mandates by Business Leaders

28 July 2022

IFCCI launched its MarCom E-Book "Marketing Roadmap" & organized a Webinar on the "Marketing Roadmap and the new Marketing Mandates by Business Leader

IFCCI under the aegis of its Marcom Leaders’ Group launched its MarCom E-Book "Marketing Roadmap" and organized a Webinar on the "Marketing Roadmap and the new Marketing Mandates by Business Leaders" on 28^th July 2022.

Ms. Payal S. Kanwar, Director General, IFCCI welcomed the participants and Speakers for the Session and launched IFCCI’s MarCom E-Book “Marketing Roadmap”, an initiative by its MarCom Leaders’ Group, led by Ms. Kanchan Dahiya, Vice President-Public Affairs & Communications, Total India, Ms. Ribu Chaudhry, Head-Communications & Brand, Amadeus and Ms. Sarika Naik, Chief Marketing Officer, Capgemini. She highlighted that the E-Book takes a close look at some of the new challenges in the world of marketing and tries to address them with editorial contribution from business leaders.

Some of these business leaders and experts shared their thoughts and views during the Session.

Ms. Jessica M., Associate Consultant - Marketing and Communications, TNP India shared her perspectives on how sustainability has transformed the 21st century marketing, highlighting that digital transformation and sustainability have always been core values that drives the policies of TNP across its workplace with an importance of collective action and bold leadership in this area.

Ms. Kim Collaco, Executive Director- International Affairs, ASA Corporate Catalyst (India)

shared her observations on Bootstrap Marketing for SMEs. She talked about different ideas and ways on how an SME should build their bootstrap marketing strategies based on available market information & resources around their product or a service. She emphasised on the importance of understanding the target customers and their requirements which also entails a cost but is beneficial for SMEs in the long run.

This was followed by the Panel Discussion, with Ms. Indu Sharma, Senior General Manager - Communications, Schneider Electric moderating the Panel Discussion and Mr. Rajiv Sheth, Founder & CEO, All Good Scents, Ms. Krishna Vilasini, Director - Corporate Affairs & Engagement, L'Oréal India and Mr. Sudeep Gupta, Founder & CEO, Store My Goods as Panelists.

The key takeaways from the Discussion were:

The extensively evolving profile of marketing function in an organisation
The two major and constant pillars of marketing are Consumer Insights and Brand
The latest marketing trends and mandates set by business leaders - need of a mobile commerce strategy, omni-channel presence, and brand recall
The importance of digital marketing
Understanding the consumer is a journey
Experimentation is a part of the nature of marketing