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Shailesh J. Mehta School of Management,
IIT Bombay
&
Marktrix Club
Presents
Marketing Continuum 2010
24th July 2010
Theme:
Marketing 3.0: From Relationship to Collaboration
MARKETING CONTINUUM CONCEPT DOCUMENT
2010
Continuums
Continuum, the rolling seminar series, is an annual event at Shailesh J. Mehta School
of Management, IIT Bombay. The Continuums are held across the various domains
of management like Consulting, Finance, Human Resources, Marketing, Operations
and Systems. This event aims to cover the latest trends in management by inviting
eminent speakers from industry and academia. Each of these seminars focuses on
issues and challenges faced by a management function, and aims at drawing insights
from the knowledge and experience of the speakers. The seminars are well attended
by delegates from different organizations, our distinguished alumni, and students
from various Business Schools. Continuum series also feature various competitions
among students, like case study competition and business games.
This one-day event turns out into one of the best learning experiences for the
students. It provides a platform for these inquisitive minds to get face to face with
industry stalwarts. An enlightening session by an eminent speaker is generally
followed by a round of mutual interaction between the speaker and the students
which help them get a holistic picture of the industry trends.
The event is a platform for deliberation and knowledge sharing, and aims to arouse
curiosity among the participants regarding specific aspects of business. The event
has been received very well in the past by the delegates from the industry and the
various b-schools. The event has grown from strength to strength over the years, and
is now well acknowledged by the industry.
About Marktrix – The Marketing Club, SJMSOM
Marktrix Club helps in fostering new ideas and opening up unseen vistas in
marketing, making our budding managers well armed to be leaders with a cutting
edge. The club provides a fantastic platform for the budding marketers to interact
with the industry stalwarts and grow through their experience. Marktrix seeks to
build competencies in the field of Marketing management through: case studies,
Shailesh J. Mehta School of Management, IIT Bombay
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MARKETING CONTINUUM CONCEPT DOCUMENT
2010
paper presentations, market research, live marketing assignments, simulation games
and a lot more.
Continuum 2010
The year 2010 continuum series witnessed a grand start with Consulting and
Operations continuum being conducted on March 20th and 21st respectively. Some of
the speakers that participated were
 Mr. Atul Khosla - Country Head, Oliver Wyman
 Mr Shishir Kapoor – Country Head, Opera Solutions
 Mr. Sabyasachi Chaudhury – Country Head, Capgemini Business
Consulting
 Mr. Ashu Khanna – Supply Chain Head, Marico Industries Ltd.
 Mr. Jayant Ambast – Country Head, Perfetti Van Melle
 Mr. Sukumar Narsimhan – Senior VP, Reliance Industries Ltd.
Marketing Continuum
Marketing as a core industry function has evolved from Product orientation in the
1950’s to customer orientation of today. Marketing Continuum explores different
aspects of Marketing in business by initiating discussions on significant changes that
are taking place. Eminent speakers from marketing fraternity converge at a single
platform to exchange their thoughts and to elaborate latest trends in the industry.
Marketing Continuum 2009
Last Marketing Continuum was held on 19th July 2009, a daylong event focussing on
the theme:
“New Age Marketing - Challenges and Strategies”
Distinguished personalities from the Industry shared their valuable insights on some
of the most popular and latest trends of marketing that are relevant to the current
scenario hence presenting a broad picture of the marketing function. The day saw
discussions, lectures and business games covering a wide range of topics like
relationship marketing, rural marketing, interactive marketing, experiential
marketing & technology marketing.
Shailesh J. Mehta School of Management, IIT Bombay
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MARKETING CONTINUUM CONCEPT DOCUMENT
2010
Marketing Continuum 2010:
Marketing has surely moved its focus from product centricity to relationship
marketing where companies are taking a lot of efforts to relate with the customers.
But the next wave of marketing is expected to grow around creating an IDEA
PEOPLE LOVE TO SHARE. With the advent of enhanced communication, people
love to interact and share experiences which go on to influence the customers.
Companies are learning ways to collaborate with customers and making customers
an integral part of their marketing function. The consumer no longer looks at just the
product, but due to easy availability of information in this internet age, he/she can
see what the company is doing for the benefit of the community. Hence, instead of a
linear relationship between a brand and the consumer, an interconnected linkage
between the brand, employees, consumer and community is to be sought. Few of the
examples of brands promoting higher causes are „Jaago re‟ campaign by Tata Tea,
Real beauty by Dove and „Jagmag desh mera‟ by Voltas and e-Choupal initiative by
ITC which all underline collaboration principle. Marketing Guru Philip Kotler calls
this as Marketing 3.0 – the human centric marketing.
Adopting such an approach requires major framework shift and the way
organizations look at marketing as a function. Hence in this context we at Shailesh J
Mehta School of Management bring forth “Marketing Continuum” on the theme
“Marketing 3.0: From Relationship to Collaboration “
The one day seminar aims to explore how more and more companies are discovering
ways to collaborate with customers and utilizing real time analytics to achieve
effective growth. Marketing Continuum 2010 will bring together a host of industry
experts in various areas, students from various b-schools and students of other
disciplines in IIT Bombay. The interaction will help the students gain insights about
the collaborative marketing model and how firms are adapting themselves to the
next wave of marketing.
Shailesh J. Mehta School of Management, IIT Bombay
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MARKETING CONTINUUM CONCEPT DOCUMENT
2010
Indicated below are the suggestive and non restrictive subthemes for the seminar.
You may any of the below topic or any other topic that you find relevant to the
theme.

Co-creation / Contribution Revolution in Marketing:
o Creating
methods
for
aggregating
and
leveraging
people’s
contribution or behaviors in ways that are useful to other people.
Forums developed by P&G - “Being Girl” and Hindustan Unilever „s
“Sunsilk Gang of Girls” are prominent examples of companies
leveraging concept of co-creation.

Use of social media for collaboration: A new age marketing tool.
o Using social media to create a community of users to discuss their
experiences not necessarily relevant to the products. The recent
example is of MakeMytrip.com through its campaign official
attyachar.

Inclusive Marketing: Effective strategies to tap base of pyramid markets in
urban and rural areas.
o Companies are realizing the importance of reaching out to the bottom
of pyramid to unleash untapped potential. The recent examples are
HUL tying up with NGO for Project Shakti, ITC‟s e-chaupal and
Chaupalsagar initiative.

Sustainability in Marketing – Tackling the challenge.
o
Focusing on sustainability aspect of business how do marketers create
value for their consumers? Examples of this concept being used are
GE branding itself with “Ecomagination” or IBM’s smarter planet
campaign.
Shailesh J. Mehta School of Management, IIT Bombay
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MARKETING CONTINUUM CONCEPT DOCUMENT
2010
The Legacy
Some of the prominent speakers of 2009 continuum series were:Mr. Kris Gopalkrishnan – CEO, Infosys
Dr. Jawahar Malhotra – CTO, Yahoo India
Mr. Raj Nair - Chairman, Avalon Consulting
Mr. Paritosh Joshi- President, Star India Pvt. Ltd.
Mr. Prashant Gupta - Partner, McKinsey & Co.
Mr. Somak Ghosh- Group President, Corporate Finance and Development
Banking, Yes Bank
Mr. Naveen Gupta- Head Private Bank Treasury, Standard Chartered Bank
Dr. (Mrs.) Pragnya Ram- Group Executive President, Corporate Communication,
Aditya Birla Group
Mr. Sudhanshu Vats- VP-Marketing, HUL
Mr. Prasad Narsimhan - CMO, Virgin Mobile
Snapshot of Continuum 2009
Shailesh J. Mehta School of Management, IIT Bombay
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MARKETING CONTINUUM CONCEPT DOCUMENT
2010
CONTINUUMS 2009 in Media
Mr. Kris Gopalkrishnan was speaking at ‘Systems Continuum
2009’, organised by IIT Bombay’s Shailesh J. Mehta School of
Management.
He said India was at the centre of the IT revolution and might
surpass the US in the next three years in terms of having the
largest IT professionals in the world.
IT was “exciting as ever” and that there was probably still 25-30
years of impact left before the industry becomes mainstream, he
said at “Systems Continuum 2009”,organised by IIT Bombay’s
Shailesh J. Mehta School of Management.
For Further Details Contact:
Anirvaan Dutta Gupta
Swapnil Jadhav
Ashish Reddy
[email protected]
[email protected]
[email protected]
+91-9769889006
+91-9004061205
+91-9004388663
Shailesh J. Mehta School of Management, IIT Bombay
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