Kerala - Kozhikode   

Seminar on marketing at IIM-K

Staff Reporter

KOZHIKODE: A two-day marketing seminar `Synapse 2005' began at the campus of the Indian Institute of Management, Kozhikode (IIM-K), near here, on Saturday.

Hemant Malik, vice-president (Foods) Marketing, ITC Limited, presented a case study of how `Aashirwaad Atta,' the new brand promoted by the firm became India's largest selling packaged flour within two-and-a-half years.

The theme of the seminar is `The Brand New World- Local Competencies, Global Challenges.'

Mr. Malik observed how the company went ahead with its proposition to provide `consistent high-quality atta at reasonable price,' and launched studies to gain further insights.

He explained how sourcing and supply chains were made effective, especially the e-choupal initiative of the company, which has been a long term sustainable advantage. (e-choupal are internet kiosks in villages where farmers are provided with the latest weather reports, local and international produce prices and best practices in farming. They also double as procurement and purchase points, where farmers can not only sell their produce to ITC, but also buy agricultural inputs and consumer goods for daily household use).

ITC Limited, according to Mr. Malik, opted for `honest pricing' for `Aashirwaad atta,' offering no discounted second product along with the main product.

He also presented another case study on `Sunfeast Pasta.' V.K. Chandrashekaran, vice-president, sales and marketing, regional head-India and SAARC, Dr. Reddy Laboratories, R. Balakrishnan, national creative director, Lowe, G. Ravi Prasad, vice-president marketing, Godavari Fertilisers and Chemicals Limited, Murugappa Group, Harish Bijoor, CEO, Harish Bijoor Consults Incorporate and Post Graduate Programme (PGP) chairperson, D.S. Brocha spoke on the occasion.

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