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.