Skip to main content

TIPS FROM TOP - 'Marketing of Ingredient Technologies' by Mr. Sameer Seth, Director, Marketing – India, Dolby Laboratories




“The key ingredient to better content is separating the single from the mainstream”
The Department of Industrial Management and Engineering, IIT Kanpur saw anything but a typical Friday morning on the 23rd of March 2018. The students of the MBA Course at IIT Kanpur had the pleasure of interacting with Mr. Sameer Seth, a seasoned and decorated individual from the world of media marketing with a very fascinating career trajectory. Mr. Sameer broke down his presentation into three parts, an overview of media in India, the very interesting question, ‘How to market a television show in India?’ and ‘Dolby as a case study.’
Mr. Seth explained how the Indian media industry has been ever burgeoning since the turn of the century, and the juggernaut is here to stay. As long as the basics of marketing are in place, he suggested that creativity could go a long way in identifying and delivering the right content to the right audience. With the evolution of numbers in the media industry has come the evolution of BARC; and the evolution of marketable content, which however limited and regulated, has seen very creative use by broadcasters, advertisers and agencies that operate between them for effective creation and delivery. The amount of thought that goes into the conception of the personas of lead characters, and the subsequent creation, execution and scrapping is immense. The industry utilizes multiple platforms for ideation and has standard checks in place to identify the feasible and non-feasible pilots to arrive at the right television media that will engage the audience, particularly the majority 54% that consumes General Entertainment Content. At a similarly furious pace occurs the negotiation for advertisement and the race for impressions created with the audience. The major substitute for television content, online media, brought about many questions from the crowd that Mr. Seth answered with the possibilities of their co-existence, and the behavior of the Indian consumer to stick to television as a major source of entertainment.
The company Dolby Laboratories, an unquestionable delight to all audiophiles operates on a very curious business model. A mix of products and services, Dolby considers itself barely a new entrant in the Indian media market. With the case study discussed by Mr. Seth, Baahubali, the greatest blockbuster Indian cinema has ever seen, saw unprecedented success due to the exceptional product that was created with the help of Dolby Atmos and the marketing tactics employed by the professionals concerned, where integrated marketing was directly taken up by other brands such as Nestle, Britannia, Airtel among others. The use of subject matter experts and leading producers in marketing content lent credibility to the movie and facilitated easier distribution of the movie. Dolby employs similar tactics which help in creation of significant brand equity with least possible cost. Mr. Seth ended the session taking questions from a crowd which was definitely high on natural zeal. With the hope that Mr. Seth would carry on enlightening us further, this IIT batch definitely hopes to apply such tactics during their careers!
Labels:

Comments

Post a Comment

Popular posts from this blog

Consilium'08: The Consulting Conclave

MBA batch under the aegis of Department of IME is going to organize the annual consulting conclave of IIT Kanpur, Consilium’08. The objective of this event is to create a platform where confluence of leading professionals from consultancy and vast student community can take place. As consultancy has become one of the most preferred career choice for IITians , Consilium'08 will provide them the opportunity to learn about the nunaces of consultancy in various domains. From a humble start, it has been envisaged that Consilium will become the platform in coming years where representatives from across the spectrum of consultancy will share their knowledge, experience and insight with students. The event has generated enthusiasm among all sections of IITK students and students from other major B-Schools who are also expected to participate. Case solving competition is one of the attraction of Consilium '08 in which winners shall get certificates and attractive cash prizes. Apart...
Post a Comment
Read more

THE HIGH OCTANE RIDE: FRESHERS NIGHT ‘12

“Dance like nobody's watching, Love like you've never been hurt, Sing like nobody's listening, Live like it's heaven on earth”  -Mark Twain An apt quote to describe the sumptuous freshers' party for the MBA batch of 2012-14, organised by the seniors on 17 th August, 2012. As with all freshers' parties, the gist of this night was to make every Y’14 MBA student feel like being an integral part of the IIT-K family, younger and ever new to take the challenge of the years ahead, ever fresh through the year and carrying the legacy ahead. The proceedings started as early as 7pm, as all the students geared up for an evening of fun, enjoyment and relaxation. After ambiguity, predicament and lots of discussions over what to wear for the occasion, almost everyone reached the venue for the night, old SAC ground, by 7.15pm where the party finally began at around 7.45pm. The event, compered by Sagar and Kanwardeep, kicked off with the Y’14 students being called on ...
4 comments
Read more

A Talk on Project Management and Strategic Planning

A guest lecture was delivered by Mr. Aditya Kumar, Solution Transformation Leader, Schneider Electric on 11th Jan, 2013. He has specialized in Project Planning, Contract & Risk Management, Turnkey Projects, Business Processes, Energy Management, Building Project organization and thus his talk was focused on these aspects. He discussed that how the strategy and project management go hand in hand. Just as strategies and ideas lead to new projects, similarly, project results drive changes and give rise to new strategies and innovations. He explained that a project is a venture undertaken to produce a product or service. Project management is the discipline of planning, organizing, procuring and managing resources to bring about the successful completion of project by the application of skills, knowledge, tools and techniques and meet the need and expectations of all the parties who are directly or indirectly interested in the project. The main challenge with project management is to...
4 comments
Read more