The Annual Business Conclave, Trade Winds 2019, organised by the Indian Institute of Foreign Trade(IIFT) culminated on Wednesday, August 7. The event started off with The National Marketing Summit and concluded with National Leadership Summit.
Trade Winds 2019: National Marketing Summit
As part of the National Marketing Summit, IIFT initiated a panel discussion which included Mr. Rajat Mathur, Head – Group Loyalty Marketing and Customer Analytics at Future Group India; Ms. Shruti Samant, Digital Marketing Specialist- Brand Marketing and E-Commerce, P&G Health; Mr. Bikramjit Singh, Head, Digital Marketing & e-commerce at Goodricke Group Ltd; Ms. Shreya Dasgupta, Manager, Consumer Market Insights for Beauty & Personal Care, Unilever and Mr. Sameer Yadav, Senior Marketing Manager, Chocolates Equity & Activation, Mondelez International. Mr. Aditya Goel, Co-founder of Love In Store moderated the discussion.
Discussing the theme of the summit, ‘Building Brand Loyalty in the Age of Hyperpersonalisation – Shift from E-Commerce to Me commerce’, speakers exchanged views on identifying cohorts, creating tailor made content, the rise of modern trade and the positive relationship between startups and personalization.
“Digital has become one of the biggest engines. It has become a canvas of expression. We can reach the consumer in the right frame of mind with the right message,” said Ms. Shreya Dasgupta.
Moreover, the panelists also discussed about the data privacy and the thin line between pursuing and stalking.
National Leadership Summit
Later in the day, as part of the National Leadership Summit, IIFT hosted a panel comprising of Mr. Karan Bahl, Senior Consultant, Ernst & Young; Mr. Krishna Kaushal, Senior Manager, Application Transformation, Collabera; Mr. Sayantan Chatterjee, Director, Consulting, PWC; Mr. Arindam Mukhopadhyay, VP, Gartner; Ms. Ira Gilani, Director, Goldratt and Mr. Deepak Bhardwaj, VP, Corporate Affairs, Samsung, South West Asia. The summit was followed by a theme, ‘Aligning Mass Customization with Corporate Strategy’. The discussion was presided over by Dr. Biswajit Nag, Professor at IIFT.
“Product has to be customized while keeping in mind that it has to be modular,” said Mr. Arindam Mukhopadhyay.
“Customers are increasingly seen as partners and recipients in the value creation process,” opined Mr. Sayantan Chatterjee.
The panelists discussed the generic model for mass customization and the dimensions & strategies involved. They also stressed on how digital is helping in mass customization.
In addition, the speakers also touched upon Manufacturing 2.0, Supply Chain 2.0, and Customization across verticals. They also conferred about consumer experience, explosion of data and the percentage of customization firms allowing customers to make the ideal degree of automation.
After that, the panelists unveiled “Insights” and “Strategos”, the annual magazines by the Marketing Research Cell of IIFT and SOCRATES – The Consulting & Strategy Club of IIFT respectively.
The three-day event comprising of summits in the fields of Digital, Operations, Finance, Trade, Marketing and Leadership was thoroughly enlightening. Also, it was a huge learning experience for the students.