INLEAD conducted an Industry Expert Session on 13th
July 2012 for its Event Management students of June’12 batch. The session was
conducted by Ms. Ramita Chaudhuri – Business Consultant. Topic of the session
was Insights – Event Marketing Operations. Ms. Ramita is a Marketing Professional & has over 12 years
of experience as Business Head for renowned brands. She has worked in various
industries like FMCG, Media, Telecom and Advertising. Ms. Chaudhuri has made
substantial contributions in activation of some of the popular brands like
Carlsberg India, Big FM and Hutch. She was instrumental in ensuring that
flagship brands such as Carlsberg and Tuborg gained visibility and acceptance
amongst consumers across India through effective pan‐India brand activations
and trade programs. Never shy of challenges, she is always looking for fresh
venture and applying innovative approach to building brand. 
The purpose of the session was to give students an
introduction about the diverse Marketing Concepts like ATL/BTL activities,
Trade marketing, Direct Marketing etc. Ms. Ramita also shared her practical
experiences on various brand activation concepts. She stressed on the fact that
comprehensive understanding of the Brand and the core Target Group should be
the prime concern of the budding Event Marketers.
As India is majorly an emotion driven country so it is
important that an event experience should be innovative so that it can engage
more number of people and can strike on to their emotional chords. To come up
with such a unique thought process it is essential that one should participate
in brain storming sessions at regular intervals. The success of a BTL activity
can only be measured through ROI (Return on Investment), hence it is essential
for a marketer to invoke large number of people by using experiential marketing.
According to Ms. Chaudhuri with such massive competition in a largely cluttered
market, the person who possesses such skill set can only sustain for a longer
period of time.
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