Date: 14th January 2023
Venue: Virtual
Submitted by :
- Hardik Karwal, Member at IEEE SICSR Student Branch
- Aditya Tuteja, Secretary & Webmaster at IEEE SICSR Student Branch
Faculty Mentor: Dr. Rajashree Jain, Professor at SICSR & Branch Counsellor at IEEE SICSR Student Branch
Event Description:
- Number of participants: 53
- Speakers: 1
Mr. Sudeep Chawla, Vice President - Marketing and Services at Pidilite Industries
Event Details:
SICSR IEEE Pune Student Branch, in collaboration with SICSR's IEEE Student Branch, SICSR's Quality Improvement Cell, IEEE TEMS, and Arsh IEEE E-CELL, hosted a workshop on the Need for Consumer Rights. The event featured a passionate storyteller and brand communicator with more than 16 years of experience in the industry, Mr. Sudeep Chawla, as the day's speaker.
Purvi, the anchor, began the workshop by welcoming Mr. Chawla and introducing him to the audience. Mr. Chawla then discussed how his experiences working with various brands shaped his marketing thinking and influenced his current work style. He emphasized the significance of proper branding, which includes thoughtful design and consistent actions. He defines branding as the sum of promises made and actions taken to deliver on those promises.
He discussed the law of compounding and how combining a brand or product with a specific moment can result in user linking. He also discussed the non-intuitive aspects of branding, such as product design. He then presented the prerequisite framework, which included the categories of consumers and competition. This framework was divided into Category Benefits, Drivers, and the brand's core consumers, shoppers, and competitors.
Mr. Chawla then discussed the benefit laddering framework, comprising Features, Advantages, and Benefits. He showed the audience Pepsi Co advertisements from 2021 and 2010. He demonstrated how Pepsi Co's Preparation and Benefit laddering frameworks made the brand recognizable and memorable.
He then explained how to build the path to purchase products by making the brand memorable, convincing the consumer that the brand is beneficial, and convincing the consumer to act in a way that benefits the brand, similar to word-of-mouth marketing. Mr. Chawla then applied the Pepsi branding strategy in these two frameworks, demonstrating how they benefitted the brand and could be sustained over time.
Finally, Mr. Chawla began a panel discussion and asked the audience questions. Mr. Sanket Kurdukar, the placement officer at Symbiosis Institute of Computer Studies and Research (SICSR), presented Mr. Chawla with a vote of thanks on behalf of the SICSR's IEEE Student Branch, SICSR's Quality Improvement Cell, IEEE TEMS, and Arsh IEEE E-CELL. The workshop was a resounding success, providing attendees with valuable insights into the importance of branding and marketing in today's world.
Photographs of the event:
Dr. Sudeep Chawala gave a real-life example to explain marketing types.