XIMB organizes MERCATIQUE 2015; the Marketing business conclave

Mercatique, the flagship business conclave of MAXIM, the Marketing Association of XIMB, was organized on August 2, 2015 at Bhubaneshwar. The topic of the discussion for this years conclave was Evolution of Brand and Customer Interaction. The event was graced by eminent speakers from various fields of marketing like, Susmita Misra, SVP Karvy Insights, Arvind Suri, DMG Sales Sun Pharma, Mahesh Rao, Ex-CEO Switz Industrial Bakery Middle East and Ex-commercial Director, HJ Heinz and Amit Gope, Head Marketing, Century Plyboard.

The discussion was moderated by Prof. M.N. Tripathy of XIMB, who opened the conclave with words about the importance of customers and social media in marketing.

The first speaker of the day was Ms. Susmita Misra. She started her discussion on the metamorphosis of customer choice and how brands should utilize this to their advantage, especially in the retail industry. She pointed out She economy and the role of children in consumer decision and how they have led to an in increase in retail industries like Apparel, personal care, Retailtainment. Mr. Arvind Suri was up next and he spoke about marketing from the perspective of a pharmaceutical company. In this domain, relationship with a brand is like relationship with a human. Some of the peculiarities of pharma industry were pointed out by him. He finished his discussion with an inspirational quote saying: Remain alert. Remain focused. Remain dynamic and remain in the market.

Mr. Mahesh Rao, Ex-CEO, Switz Industrial Bakery (Middle-East) and currently teaching at the Wellingkar Institute started his address with an explanation of Watsonian Behaviourism keeping the consumer behavioral habits in mind. He noted that one of the prime movers is the concept of First Mover Advantage and backed it with examples of Xerox and Dalda. Mr. Rao also explained how the focus has changed from Global Integration v/s Local Integration in the 1980s and 90s to Simultaneous Integration, Standardization and localization of a product and brand.

Mr. Amit Gope, Head, Marketing at Century Ply Boards (I) Ltd. highlighted the core objective of a marketer-To make the customers to either accept the brand, love the brand or refer the brand. He shared the examples of Unilever, ITC, Godrej etc. as being some of the companies who are trying to take initial steps in tapping into the receptive minds of customers. Lastly, he acknowledged the usage of Internet and Mobile phones as the most important mediums to drive Consumer Interaction in the future.

Post the Question and Answer session, the new newsletter of Maxim named MAXPRESS was released by the speakers. Also, the winners of the competition Intern Diaries were announced. The first prize was bagged by Somashree Chaudhury whereas the 2nd prize was bagged by Rajat Agarwal. Akshita Tiwari won the Most Creative Entry award.

Prof M.N. Tripathy delivered the vote of thanks concluding Mercatique 2015.

Xavier Institute of Management, Bhubaneswar (XIMB) was established 28 years ago. XIMB is now Flagship B-School of Xavier University Bhubaneshwar (XUB). XUB was established in accordance with the Xavier University Act 2013 and was inaugurated on the 7th of July 2014. The University is Indias first digital University and an institution of higher learning for imparting professional and technical education. XUB offers Masters in Business Management through its flagship school, XIMB; Masters in Human Resource Management through Xavier School of Human Resource Management; Masters in Rural Management through Xavier School of Rural Management; Masters in Sustainability Management through Xavier School of Sustainability and graduate programme in commerce through Xavier School of Commerce. Apart from these it has proposed to set up other schools of higher learning in various areas like Public Policy, Sustainability, Media & Communications, Finance, Education and Centers of Research in Public Policy & others.

Counted among the leading management institutions in the country, XIMB has been awarded A*** grading by CRISIL. The B school offers 2 years full time Post graduate programme in Management and Post graduate Programme in Human Resource Management.