On the second day of the prestigious Goafest 2024, a compelling Knowledge Seminar titled Marketing Adaptability: Blending Traditional and New-Age Marketing for Brand Success
captivated the audience. Presented by News 18 Network, the seminar featured an esteemed panel of industry experts who delved into the intricacies of merging conventional and contemporary marketing techniques to achieve brand excellence.
The seminar’s distinguished panel comprised: Chandan Mukherjee, Director & Executive Vice President at Nestle, Shubhranshu Singh, Chief Marketing Officer of Tata Motors Commercial Vehicles, Sukhleen Aneja, Chief Executive Officer of The GoodGlamm Group, Sandeep Karwa, Vice President, Monetization at Flipkart, and Zairus Master, Chief Business Officer at Honasa Consumer Ltd.
The discussion was adeptly moderated by Delshad Irani, Editor of Storyboard 18, who guided the conversation with insightful queries and commentary.
Zairus Master initiated the dialogue by addressing a prevalent challenge among emerging brands: the overemphasis on short-term goals at the expense of long-term vision. He highlighted the critical need to balance these objectives to foster sustainable brand growth and success. “There is only one objective and action which is to create business,” Master asserted, emphasizing the importance of swift and decisive action in achieving business milestones.
Chandan Mukherjee then took the floor to underscore the significance of fundamental marketing principles. He stressed the importance of deeply understanding both consumers and the brand, and leveraging various integrations to accomplish strategic goals. Mukherjee remarked on the dynamic nature of contemporary brands, noting their capacity to redefine boundaries and adapt to rapid technological advancements and digital penetration. He advised against rigid distinctions between traditional and modern marketing methods, advocating for a harmonious blend of both approaches.
Sukhleen Aneja contributed to the discourse by emphasizing the necessity of continuous adaptation in a fast-paced market environment. She urged marketers to manage the pace of change with humility and flexibility. “Fundamentally, if we have to grow, we have to keep adapting and manage the pace of change, while keeping our humility in check,” she stated.
Throughout this informative session, the panelists explored the fusion of time-tested marketing strategies with innovative techniques to navigate the complexities of the modern marketing landscape. They provided actionable insights on leveraging digital platforms, the power of storytelling, and other cutting-edge tactics to create meaningful impact and drive brand success. The seminar offered attendees a comprehensive understanding of how to blend traditional and new-age marketing approaches effectively, ensuring adaptability and sustained growth in an ever-evolving market.
