The End of Marketing as we knew it

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~New Business Reality is DESTRUPTION – Destruction + Disruption – Mr Sanjay Behl, Chief Executive Officer, Raymond Ltd ~

Confederation of Indian Industry (CII) Pune had organized the 3nd Edition of Marketing Conference with the theme “The End of Marketing as we knew it” on 26th August 2016 in Pune.


Speaking at the Inaugural session Dr Bhaskar Das, Chairman, CII Marketing Conference 2016 & President, Chief Growth & Innovation Officer, Zee Unimedia Ltd said that The Digital era is transforming the world at a rapid pace and is redefining the rules of marketing. Digitisation, along with new technologies and innovations including the social media has disrupted the existing marketing models and strategies across the world. This has also radically changed the way consumers think and take decisions, and the speed at which these changes are happening is so fast that the marketers are forced to keep reworking on their strategies. Today, marketing has become so much more than the four 4Ps, where a great ad is just isn’t enough. Retaining a new generation of customers in the “ON-DEMAND” world is a real challenge, he said.

Mr Ninad Karpe, Deputy Chairman, CII Western Region & CEO & Managing Director, Aptech Ltd during his inaugural session stressed on three points in marketing – Regionalism, Cult Marketing & Death of Marketing. He gave an example of Marathi movie ‘Sairat’ that despite of new starcast and low budget film; this movie became the highest grossing Marathi movie ever. It is just because of the right content. This speaks the power of Regionalism.

Mr Hemant Joshi, Technology, Media and Telecom Leader, Deloitte said that we are moving to a 24×7 digital world and the experience is very critical. Analytics is at the core of the fact based culture. Over the last decade, big changes have been observed in the way consumers interact with brands. Companies are being forced to move from data driven marketing to insights driven marketing or perish. Every analysis needs to be supported by a powerful visualization. Successful visualization design ensures Purpose, Content, Structure, and Formatting have been considered, he added.

Mr Sudhir Mehta, Chairman, CII Western Region & Chairman & Managing Director, Pinnacle Industries Ltdstressed on the creation of Brand India.

Mr Sanjay Behl, Chief Executive Officer, Raymond Ltd spoke in length on 3 Global Disruptions – Demographic Unbalancing, Digital Deluge and Shifting Global Economic Power. He gave 3 takeaways for marketers – i) SOCIAL CHANGE through Demographic imbalance and Digital IS INEVITABLE, ii) Smaller. Faster. Flatter. SMARTER WORLD and iii) New Business Reality is DESTRUPTION – Destruction + Disruption.

Mr Rishi Bagla, Vice Chairman, CII Maharashtra State Council & Chairman & Managing Director, OMR Bagla Automotive Systems India Ltd said that the world is rapidly shifting from analogue to digital. People are consuming more and more digital content on a daily basis and companies that have not yet recognized this in their marketing strategies need to adapt fast. Digital marketing is important since it is the only rapidly growing force in the current marketing field and is set to be the future of marketing, and it seems digital media will soon replace more traditional forms altogether.

The interactive day-long conference livened up with twitter handle, live streaming and quiz. The conference was well attended by 200+ captains of Indian industry.