July 28th, 2010 
admin 
According to a marketing summit organized by CII (Confederation of Indian Industry), it is time for relooking the traditional concept of a marketing department in a business. This change in approach was attributed to the growing focus on the consumer.
It was remarked by Ramesh Vangal, chairman, CII marketing & brand committee that marketing needs quick changes to survive in the present scenario.
From Timesofindia.indiatimes.com:
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.
Andre Nair, CEO, WPP Marketing, added that the idea was to reach a target audience which could not be reached efficiently through conventional media.
Nestle India CMD Carlo Donati said rural phenomenon was gaining critical mass in India. ‘‘We are talking about a potential market of 700 million people.’’
‘‘In a hyper-competitive market, there is a need for new strategies to win the battle. Recently P&G in the US found that marketing, advertising, branding, product innovation and CRM don’t work anymore. Established brands look for new concepts,’’ said Sue Evans, member of CII marketing & brand committee.
The prevalent changes in marketing approach are expected to motivate businesses to restructure their marketing divisions and making them focused on consumers.
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