Creative Marketing

• To demonstrate a radically different way of thinking about the basic issues of business (details in the methodology section below)

• To debate certain questions of crucial importance to marketing and draw some vital albeit tentative conclusions about them (Some of the questions are listed in the “contents” section below)

• To sensitize the participants to the fact that strategy is more about planning the chessboard (i.e. what is relevant to tomorrow’s customer) than playing the game (i.e. pushing boxes or even solutions)

Consider some questions of importance to marketers:

• What are the pre-requisites to charge a premium in a product or service?

• Is it desirable to become a price leader (i.e. crash prices)? Or does it lead to a commodity trap? How to crash prices successfully?

• Who are my open and hidden competitors? (Alarm timepieces did not see cell phones as their

competition).What are the big shifts in the market (e.g. in 20 years motor bikes almost completely replaced scooters in India)? How to create/identify/benefit from such big shifts (Is the device of future a mobile with computing or a palm top with a phone?)

• How do Indian firms fight the competition from MNCs who have deep pockets, access to technology and the ability to wait? Conversely how do the MNCs fight the low cost operations and nimbleness of Indian firms? (This is a sample list of questions. The purpose here is to give an idea of the nature of the programme rather than exhaustively list its contents. These and other questions that are of importance to participants are picked up and debated in the programme).

Middle level managers (marketing, strategy, sales) in multinational and big Indian firms, CEOs and top managers of small firms, senior executives from advertising, PR, Direct Marketing companies who assist firms, executives in non-marketing disciplines in firms who want to acquaint themselves with strategy, business and marketing aspects.

Professor Moorthi holds a Ph.D. (Brand Management), an M.Tech. from IIT Chennai and Post Graduate Diploma in Management from IIM Bangalore. He was a Visiting Scholar at the Amos Tuck Business School, Dartmouth, US for pursing collaborative research with Professor Kevin Lane Keller. His teaching and research interests include brand management, international marketing, managing hi-tech firms and creative marketing. His book “Brand management – the Indian context” was awarded an escorts – DMA award and NOCIL-ISTD book award. Prior to joining IIMB

Dr. Moorthi worked for several years in production planning, oil exploration, mechanical design, system analysis and software development.

The programme offers a novel technique that integrates four different perspectives, to examine the typical challenges that a firm faces.

• The first is the common sense perspective. Here participants are encouraged to look at a question say, “what are the benefits in my product/service relevant to the customer?” purely from the point of view of common sense. This can be done through reminiscing what customers, competitors, peers, employees, analytical reports say about the product/service. Or through borrowing ideas from brands of repute outside the domain in which the firm operates.

• The second is creative perspective wherein a creative technique like laddering or association chains is taught to the participants. They then use the technique to answer the question as to what benefits are relevant to the customer of future.

• The third is the conceptual perspective. Here a conceptual technique like product hierarchy of benefits or price-value matrix is given to the participants. They look at the same question through the lens of the conceptual framework.

• Finally, the conclusions drawn from all the three perspectives (common sense, creative and conceptual) are integrated in the integrative perspective. Thus the question “what are features/benefits relevant to the customer” is comprehensively answered. The technique thus demonstrated in the programme can be used to handle any question of importance to business.

Programme Fee and Payment

INR 81,000/- Residential and INR 75,000/- Non -Residential (+ Applicable GST) per person for participants from India and its equivalent in US Dollars for participants from other countries.

Early Bird Discount

Nominations received with payments on or before 19-Sep-18 will be entitled to an early bird Discount of 10%.

• Early Bird Fee (Residential) INR 72,900/-(+ Applicable GST)
• Early Bird Fee (Non-Residential) INR 67,500/-(+ Applicable GST)

All enrolments are subject to review and approval by the programme director. Joining Instructions will be sent to the selected candidates 10 days prior the start of the programme. Kindly do not make your travel plans unless you receive the letter from IIMB.

A certificate of participation will be awarded to the participants by IIMB.

• The programme fee should be received by the Executive Education Office before the programme commencement date.
• In case of cancellations, the fee will be refunded only if a request is received at least 15 days prior to the start of the programme.
• If a nomination is not accepted, the fee will be refunded to the person/ organisation concerned.

The speakers were renowned, knowledgeable and inspiring who had covered and assimilated varied aspects of marketing and sales in their professional life.

The stories, anecdotes, examples, encounters, learnings, studies and findings they shared by their own experiences made the program more personalized and relevant to the topics.

Irrespective of a multinational, or a startup company, FMCG or a Premium brand, the concepts discussed were applicable to each one of these.

I’m truly benefitted with the three-day session, and has added value to my creative thinking

-Mr. Sachin KC, Sr. Specialist Brand Design, Ericsson, Bangalore

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Before the commencement of the course I was not sure about the topic "Creative Marketing" as marketing is very favorite topic hence I was at the same time excited. I was confident that since this was a course which was being conducted by IIM Bangalore it must be rich in content.

During the course I was able to understand & appreciate new and innovative methods of marketing. There are lots of marketing happening during our daily life, but I was not able to appreciate that. After the course I have started understanding the new and innovative methods of modern day marketing.

I am a regular guest faculty in our Postal Training Centre and after this course I have been able to enrich new young postal officers about the concept of "Creative Marketing" which has become very popular.

- Mr. Pranav Kumar, Postmaster, General Department, Government of India

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