Many would argue that marketing at its core does not change because consumer
behavioural needs, wants and drivers fundamentally stay the same. However, as Marketing
Practioners, in an environment of increased media, information and technology exposure,
what becomes critical is who reaches the consumer first, most effectively and engages him
in a long-term relationship. From the stand-point of this dynamic context, at Ikshaa 2011,
we question whether it’s time to revisit and reinterpret the Kotlers and Al-Ries’ of the
marketing science.

Track Themes

• The first is Digital Media – How are marketers harvesting the power of social media to understand their consumers? What is the future outlook of the digital marketing realm in India? Has the time arrived for Indian brands to spend a non-trivial percentage of their marketing budget in online marketing or is India still 10 years away from online being a significant channel? The jury is still out!
  
  
• The second is the advent of the Retail Renovation – Modern Trade is set to grow from its current 5% share to over 20% of retail market in India with the recent pro- FDI policy by government. How are brands gearing to create experiences in retail for us? Will better consumer insights and analytics generated by modern trade change the way promotions are done for Indian brands?