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Indian Institute of Management Bangalore

Creative Marketing

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Description

Creative marketing is the application of out-of-box thinking to marketing problems. It is almost a pre-requisite for any firm, considering the following facts.

Look at the brand launches in the Indian toilet soap market for the last 3 decades. The number of successful launches is in single digit

Distribution for consumer durables consolidated but fast moving consumer goods distribution did not. Organized retail did not supplant the grocer

Multinationals were supposed to overrun Indian companies. On the contrary many Indian organizations like Reliance and Tatas became global firms

While many players in IT were focusing on hardware, the market shifted to software and service. Most of these changes could not be anticipated because of lack of creative visioning besides other things. How does an organization configure its solutions creatively, establish connect with the customer and stay profitable in the long term? The programme addresses this fundamental issue.

PROGRAMME OBJECTIVE

  • To demonstrate a radically different way of thinking about the basic issues of business (details in the methodology section below)
  • To debate certain questions of crucial importance to marketing and draw some vital albeit tentative conclusions about them (Some of the questions are listed in the “contents” section below)
  • To sensitize the participants to the fact that strategy is more about planning the chessboard (i.e. what is relevant to tomorrow’s customer) than playing the game (i.e. pushing boxes or even solutions)

CONTENT

Consider some questions of importance to marketers:

  • What are the pre-requisites to charge a premium in a product or service?
  • Is it desirable to become a price leader (i.e. crash prices)? Or does it lead to a commodity trap? How to crash prices successfully?
  • Who are my open and hidden competitors? (Alarm timepieces did not see cell phones as their competition).What are the big shifts in the market (e.g. in 20 years motor bikes almost completely replaced scooters in India)? How to create/identify/benefit from such big shifts (Is the device of future a mobile with computing or a palm top with a phone?)
  • How do Indian firms fight the competition from MNCs who have deep pockets, access to technology and the ability to wait? Conversely how do the MNCs fight the low cost operations and nimbleness of Indian firms? (This is a sample list of questions. The purpose here is to give an idea of the nature of the programme rather than exhaustively list its contents. These and other questions that are of importance to participants are picked up and debated in the programme).

Who should attend

Middle level managers (marketing, strategy, sales) in multinational and big Indian firms, CEOs and top managers of small firms, senior executives from advertising, PR, Direct Marketing companies who assist firms, executives in non-marketing disciplines in firms who want to acquaint themselves with strategy, business and marketing aspects.

Experts

His research interest includes Marketing Strategy, Consumer, Industrial and Services Markets; Markets for Hi-tech Products and Branding. He was a visiting scholar at the Amos Tuck Business School, Dartmouth, US (an Ivy League School), during February-June 2002, pursuing collaborative research wit...

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