The third and last day of Trade Winds 2019 – The Annual Business Conclave at IIFT Delhi commenced with National Marketing Summit and the event was concluded by National Leadership Summit.

As part of the National Marketing Summit, IIFT hosted a panel comprising of Mr. Rajat Mathur, Head – Group Loyalty Marketing and Customer Analytics at Future Group India, Ms. Shruti Samant, Digital Marketing Specialist- Brand Marketing and E-Commerce, P&G Health, Mr. Bikramjit Singh – Head, Digital Marketing & e-commerce at Goodricke Group Ltd, Ms. Shreya Dasgupta – Manager, Consumer Market Insights for Beauty & Personal Care, Unilever and Mr. Sameer Yadav, Senior Marketing Manager, Chocolates Equity & Activation, Mondelez International. Mr. Aditya Goel – Co-founder of Love In Store moderated the discussion.

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Discussing the theme of the summit “Building Brand Loyalty in the age of Hyperpersonalisation – Shift from E-Commerce to Me commerce”, speakers talked about identifying cohorts, creating tailor made content, the rise of modern trade and the positive relationship between startups and personalization. “Digital has become one of the biggest engines. It has become a canvas of expression. We can reach the consumer in the right frame of mind with the right message.”, said Ms. Shreya Dasgupta. The panelists also exchanged views on data privacy and the thin line between pursuing and stalking.

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Later in the day, as part of the National Leadership Summit, IIFT hosted a panel comprising of Mr. Karan Bahl, Senior Consultant, Ernst & Young, Mr. Krishna Kaushal, Senior Manager, Application Transformation, Collabera, Mr. Sayantan Chatterjee, Director, Consulting, PWC, Mr. Arindam Mukhopadhyay, VP, Gartner, Ms. Ira Gilani, Director, Goldratt, Mr. Deepak Bhardwaj, VP, Corporate Affairs, Samsung, South West Asia. The theme of the summit was “Aligning mass customization with Corporate Strategy”. Dr. Biswajit Nag, Professor at IIFT moderated the discussion.

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Mr. Arindam Mukhopadhyay said, “Product has to be customized while keeping in mind that it has to be modular”. “Customers are increasingly seen as partners and recipients in the value creation process.”, opined Mr. Sayantan Chatterjee. The panelists discussed the generic model for mass customization, the dimensions & strategies involved and how digital is helping in mass customization. The speakers also touched upon Manufacturing 2.0, Supply Chain 2.0, and Customization across verticals, consumer experience, explosion of data, the percentage of customization firms can allow customers to make and the ideal degree of automation.

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The panelists unveiled “Insights” and “Strategos”, the annual magazines by the Marketing Research Cell of IIFT and SOCRATES – The Consulting & Strategy Club of IIFT respectively.

The three-day event comprising of summits in the fields of Digital, Operations, Finance, Trade, Marketing and Leadership was thoroughly enlightening and a huge learning experience for the students.