August 28th, 2010 
admin According to a marketing summit organized by CII, there is a need to relook at the traditional concept of a firm’s marketing department keeping in view the growing focus on the consumer.
Andre Nair, CEO, WPP Marketing, added that the idea was to reach a target audience that wouldn’t be reached in an efficient manner via conventional media.
From Timesofindia.indiatimes.com:
“Marketing in the present scenario needs rapid changes, if it has to survive,” said Ramesh Vangal, chairman, CII marketing & brand committee.
And, companies are debating on restructuring marketing divisions and turning them consumer-centric. Increasingly, shareholders are looking at return on investment, keeping in mind market-spends by companies.
Hero Honda MD Pawan Kant Munjal said a serious effort was needed to differentiate one’s brand when consumers are bombarded with 200 brand messages per day.
Vangal said Nirma came out with a new strategy to take on HLL, which had an impact. ”Underdogs have a chance to survive, provided they chart innovative ideas.”
The summit discussed ways to go rural and survival strategies for matured brands, at a time when product life cycle is shrinking.
Sue Evans, member of CII marketing & brand committee, said new concepts are being looked up by established brands and P&G in the United States have found that concepts like marketing, advertising, branding, product innovation and CRM don’t work anymore.
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