Keynote by D Shivakumar says understanding consumer psychology key to good brand decisions
Jaipuria Institute of Management, Indirapuram, Ghaziabad organised the 4th Corporate Summit on Building Brand Strategies on February 4, 2017 at Hotel Radisson Blu, in Kaushambi, Ghaziabad.
The keynote speaker was Mr D Shivakumar, Chairman & CEO (India Region), PepsiCo, while Mr Bipin Preet Singh, Founder, CEO and Director, Mobikwik, was the guest of honour. Mr Shishir Jaipuria, Chairman, Jaipuria Group of Educational Institutions, welcomed the gathering. The event was attended by over 200 participants comprising corporate heads, businessmen, academicians and management students.
Customer psychology D Shivakumar, Chairman & CEO (India Region), PepsiCo, emphasised the need to understand psychological principles at the consumer or customer level that will improve managerial decision-making with respect to brands. Mobikwik’s Bipin Preet Singh, spoke about analysing the brand management decisions that must be made to build, measure and manage a brand. The ensuing panel discussion covered a range of issues, with advertising being the first. Pawan Garg, General Manager, Samsung India, highlighted how advertising builds powerful brand loyalty. Avinash Parhi, Director, Category Marketing, Shopclues, described how advertisement companies evolve innovative marketing strategies to help achieve the desired brand positioning and build brand equity. Other panelists for the session were Sandeep Parchure, Head-Business Development, Viacom 18, Prashant Kumar, Director & CEO, India News Communications Ltd., Deep Prakash Pant, Practice Head, Digital, British Telecom India and Bhavna Kapur, Director, HCL Technologies. Entrepreneurial brands The second panel session on the retail sector Ravi Gupta, President, Shree Renuka Sugars, talk on effective ways to face challenges of ensuring consistency in execution across all stores throughout a region. The other panelists were Rajat Arora, Associate Vice-President, Tolexo Online; Siddharth Khaitan, Head-Finance, Lifestyle Stores; Deepak Jain, Director HR, Mankind Pharma; Kamalika Deka, Regional Head HR, North, Jubliant Foodworks; Kishan Iyer, Regional Manager, Nilkamal Limited; and Shikhee Upadhyay Agarwal, Head-Training and Customer Care, The Body Shop. The third session focused on Building Entrepreneurial Brands. UC Tripathi, VP (Industrial Affairs), Reliance Industries, explained how to establish a better ecosystem that can change the mindset and culture of entrepreneurs and investors. Panelists in this session were Rachit Mathur, Co-Founder & CEO, Avenue Growth; Sanjula Miglani, Assistant Manager Alliances and Branding, Cashkaro; Amandeep Singh Sahni, Founder & CEO, JS Mobileon Pvt. Ltd; Dr Rishi Raj Singh, Director (Training UEPA), NIESBUD; Vaibhav Shastri, Director- Sales, Indus OS; and Nikhil Sarup, Co-Founder, Law Rato. Prof Daviender Narang, Director, Jaipuria Institute of Management, Indirapuram, Ghaziabad, delivered the valedictory speech.
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