Skip to main content

Prabandhan(Pragyan) - A talk by Mr Sourav Shah, Head Digital Marketing & CRM, Jubilant food works

The second day of Prabandhan witnessed a seminar by Mr. Sourav Shah (Head Digital
Marketing and CRM,  Jubilant Foodworks) as part of the guest lecture series Pragyan. The prime
emphasis was upon Digital Marketing- A key perspective and future.
The seminar began with some interesting and insightful discussion on the Digital adoption rate
vis a vis the traditional media like TV, print media, telephone etc and it was concluded that
digital media had seen a far greater adoption rate than any other. Sir strongly emphasized that
going digital was the way to go for present and future marketers and it would be the most crucial medium and competition platform for business. Being innovative and proactive in the digital
space would be quintessential for competitive advantage very soon if not already. Sir bolstered
this argument with several examples such as Whats-app, Facebook, smartphones etc each of
which had offered unique value propositions and were being adopted at a rapid pace not just by
people but also by businesses.
Sir cited the case of an insurance company which despite having a relatively lower share in the
conventional agent based insurance market managed to create a niche for itself in the "term
plan" insurance by taking and promoting it online. Within a period of two years the insurer
became the largest insurer in the Indian digital space. This was made possible by exploiting the
reluctance of conventional insurance agents in selling "term plans" & combined with some smart
digital marketing to improve the reach to the customer; and the results had been overwhelming.
Sir extended the discussion into the cost effectiveness of digital marketing over conventional
marketing. The equivalent effect of a traditional TV advertisement costing billions could be
generated by systematic online target marketing in merely one hundredth of the cost. Sir added
however that unlike traditional marketing media, digital marketing worked mostly on the pull
mechanism and thus thrived on creativity and innovation to reach the target audience.
Talking about the scope of digital market in India, he indicated that the number of internet users
in India was 462 million while the internet penetration was only 30 percent. This gave immense
virgin opportunities to companies like Facebook and Google who had also been seen competing
to launch & Internet.Org and & Loon projects in India.
Sir apprised us that the presence in digital space was exceptionally vital for any company. Even
if the selling channel of a company was not online, its presence in the digital space in the form
of reviews, websites, social media etc had become an integral part of its existence. S.E.O.,
S.M.O., S.E.M., YouTube, emails were some of the digital marketing tools discussed with each
one being equally significant.
 In context of Domino's, he updated us that through the use of digital medium Domino's had
been able to increase its target base, reach customers in a much more significant manner,
increase its brand equity and also track and optimize the business through the use of analytics.
The job of digital marketer was about reaching the significant audience. 
Sir concluded the lecture by citing various live examples of smart digital marketing which were
unequivocally applauded by the audience. The seminar was a great learning experience wherein students got various insights on marketing media and channels of digital media and
their roles in brand promotion.

Comments

Popular posts from this blog

The Dawn of A New Beginning - MBA Batch 2017-19

“Opportunities multiply as they are seized.” -Sun Tzu




‘I am an IITian’, even after two months here at IIT Kanpur this one line still fills our heart with excitement. Each one among the 54 students here who have started the journey into the MBA programme of IIT Kanpur, batch of 2017-19, feels that pride and with that equally realizes the responsibility it carries.
We started our journey here on 20th July. Meeting our batch mates for the first time still feels thrilling. Though we knew each other through the whatsapp/facebook group that was created by our seniors to make our registration process as smooth as possible. We were given several assignments before the registration to give us an inkling of the idea of how life at IIT Kanpur is going to be. Assignments were planned in a way such that we get a hands-on experience on case studies, presentations, group activities and article reading. We began burning the midnight oil as a precursor to actually doing it, and how! These assignments u…

Tips from Top - "Various dimensions of leadership." Mr Amit Kasliwal, India Head - Corporate Sales, Ford India.

Leadership is one of the most desired traits for success in life and MBA students at IIT Kanpur were fortunate to get a fresh perspective on the topic from the top echelon of corporate world, when Mr Amit Kasliwal, India head of corporate sales at Ford India visited the campus to interact with the students.

Sir described leadership as the zeal to identify and solve problems. Citing an example, sir said that India has a myriad of problems and out of those; transportation was one of the major issues. Ford is dedicated to solve this problem. Talking specifically about the corporate sales department, he told that by selling cars to taxi operators, they created entrepreneurs, thereby solving the problem of job creation at that level.   
Further describing leadership, sir claimed that a leader must have a long term view, and should be enthusiastic about other’s agenda, thereby creating opportunities and ‘win-win’ situations. According to sir, and rightly so, sustainable leadership can be …

International Exposure: Japan, Utkarsh Maurya, MBA 2nd Year

JENESYS 2016 from 27th Feb to 7 March 2017. About JENESYS 2016 The Ministry of Foreign Affairs of Japan promotes people-to-people exchanges between Japan and the various nations of the Asia-Pacific, North America, Europe, Latin America, and the Caribbean regions. The Asian and Oceanian regional component of this exchange program is called “JENESYS 2016”- Japan-East Asia Network of Exchange for Students and Youths. Around 250 students and working professionals were invited for the 7th batch of JENESYS 2016 (Theme: Economics) from 12 countries: India, Indonesia, Cambodia, Philippines, Singapore, Timor-Leste, Thailand, Laos, Malaysia, Myanmar, Brunei and Vietnam. The objective is to promote mutual trust and understanding among the people of Japan and participating countries, and regions, to build a basis for future friendship and cooperation. The Indian Delegation 23 youths were selected from India; out of them 15 were students and the rest were working professionals. From IIT Kanpur, 3 stud…