Nepal Management Symposium 2011 (Friday, May 20)
Marketing and Sales Track
Panelists:
- Amit Agrawal
- Suman Shakya
- Shamin Zaman
- Ashish Tiwari
The first session of Day 1, Marketing and Sales is about to start. The speakers for this session are Mr. Amit Agrawal, Mr. Suman Shakya (the moderator), Mr. Shamin Zaman and Mr. Ashish Tiwari. The program has just been started by Mr. Suman Shakya.
Mr. Suman Shakya is the CEO of Digitainment Pvt. Ltd and is also associated with Beesants Trading Co and bitarak.com. Apart from this, he is a visiting faculty of strategic/services marketing. He started the session with a brief introduction to marketing.
Marketing
· Example of iPhone n iPad
· Understanding customer needs and producing according to it
· In Nepal, the newspaper market taken over by Kantipur from Gorkhapatra and old newspapers
· Ncell, very recent in our country than NT, is now preferred more by people
Mr. Ashish Tiwari, principal of ACE Institute of Management, will be presenting about “Rethinking marketing – the skills and competencies in light of new technology”. He has been with ACE for 12 years after completing his MBA from Institute of Business Administration and Training, India.
· Staying close to the customers
· By the time one generation product is out, they are already working on the next, eg: electric razors still not able to out-do the manual ones; more involvement with customers
· 10 years back, promotion of educational institute, the focus would be on investing on providing discounts to students rather than on advertisement and staying close to customers
· New customers have increased bargaining power
· Greater variety of goods and services and access to network, information available
· Can compare products and be informed about new ones, amplified voice of the customers
· Companies have to be more customer oriented, from planning to system to design
· The one with the high perceived value is preferred
· Emotional and functional benefits is compared with the cost and the best one is chosen
· Marketer has to identify, create and deliver that value
· What has changed: -Purchase doesn’t finish after physical transaction; the scope where the customer can interact has broadened so much more.
· Need to provide more opportunity to customers to get involved with organization
· Employee loyalty and involvement, internal marketing- satisfied and happy employees, good quality
· Outside-in perspective
· Direct correlation between customer satisfaction and involvement, engagement, the experience customer gets from the first time, determines whether the customer will enter the loyalty loop or not
· Funnel concept of choosing – many brands, evaluation, fewer brands, analysis, buy
· Shifts in marketing: - Retailers give less profitable product to loyal and profitable customers so that they won’t loss them
· Profits which will be generated by a customer discounted by time value of money, customer life time value
· Brand equity is a means to attaining customer equity
· Shareholder focus to customer focus
· Everyone does marketing
Suman Shakya
· Not only customer loyalty but internal employee satisfaction results in profitability
Mr. Amit Agrawal is the Business Development Director of Janaki Tech. He is a graduate from Whitehouse College of Science and Engineering and is currently a tech entrepreneur at Janaki Tech. His topic today is Social Media Marketing.
Amit Agrawal
· Social Media Marketing
· Marketing is not just advertising, it’s interaction with customers, engaging them
· Example of social n/ws, each with own purpose
· 68% people buy products from peer reviews, forums rather than just from advertisement
· 1 million users in facebook in Nepal, 600 million users, 50% users login every day, so has become a powerful medium for marketing
· Greatest power is everyone is on fb, can share lot of information, started giving application developers the opportunity to develop, ads, location, fan pages
· Fb provides graphical reports of the user details (location, age group, gender, etc.), the response to the type of topic, the time for maximum response
· Has featured pages
· Fan page as website
· Paying by tweeting
· Advertisement by planning
· Case study – 16 homes sold by networking, 1 without even meeting the buyer
· Online ads are more popular than offline ads in US. Future possibility for Nepal as well.
· Power of SMM – social return, measures of return by measuring the fans, users
· Cons – everyone grouped together, friends, family everyone on same site, but can be overcome
Suman Shakya
· Power of social media, without offline advertisement information can be flowed
· Brand names have a great power, example of a plate of momo from a street vendor, and different restaurants, the difference between the price range
Mr. Shamim Zaman (from Bangladesh)
· Marketing manager, Unilever Nepal
· 5 years in unilever, previously worked in Bangladesh, 3 years in telecom industry
· The topic: Marketing and Sales : Skill and competencies
M & S:
· Marketing is not just job of certain people, everyone is marketer
· Examples of marketing: brands, axe, dove, lifebuoy, Obama, Nepal, Rajnikant, Rajesh Hamal
· Strong brands:
To be continued…