Mr. Shannon Chavan Roque, Founder Strat- Ion Ltd, Consultant & Corporate trainer
Faculty Incharge:Dr. Gagan Bhatia, Prof. Ritika Vohra Kathuria.
Mr Shannon began his talk on the Evolution of Marketing based on Philips Kotler’s books- Marketing 1.0, Marketing 2.0 and so on till the most recent Marketing 5.0. He emphasized the need for a mix of human interaction and technology in the marketing domain. The branding campaigns of PVR, Adidas and Lakme showed the importance of service-driven and purpose-driven marketing to the students. Brands like Qatar Airway & Amazon Alexa used human-mimicking technology to create and communicate their innovative brand stories. He also addressed the need for flexibility and change while catering to different target audiences, like the GenZ or the Millennial. Data-driven marketing, predictive marketing, contextual marketing, augmented & agile marketing were also briefly explained.
The speaker then moved on to the next topic- The Future of Branding. The need for purpose, genuine care for people, aesthetics, relevance and authenticity in the process of branding was highlighted. Inspiring brand campaign videos of Vogue- Anna Wintour, Formula 1 Racing & Money Heist was shown. This led to the concept of Blueprint, Relationship, Agreement, Nature & Distinctive property that signifies the word ‘BRAND’
More than ninety-five examples were shown to explain and make the students aware of various marketing and branding concepts. The fiery 90 minutes were indeed resourceful and informative.