Book Online Tickets for Creating Demand - Customising Marketing , Ahmedabad. Innovation is the name of the game. Any company or brand may it be product, service or experience marketing needs to innovate on a continuous basis to remain relevant to the changing market needs. The innovation may be in product features and/or attr

Creating Demand - Customising Marketing Ideas


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About The Event

Innovation is the name of the game. Any company or brand may it be product, service or experience marketing needs to innovate on a continuous basis to remain relevant to the changing market needs. The innovation may be in product features and/or attributes or any element of the company’s value proposition. And the innovation then needs to be communicated to the target customers through appropriate integrated marketing communications.

In the business of marketing communications ideas are the only currency. The job of creating demand for a given product or service comes down to: coming up with an idea that will get the target consumer to believe in the value proposition of the marketer.

Customers today are not only smarter and better informed; they have to their disposal a variety of sources of information and tools for collecting information about whatever they are seeking to satisfy their needs and wants.

Marketer today has to monitor and manage the entire set of media options available to the customer. It is imperative upon the marketer to device communications that can be equally well communicated through the entire set of communications modes the customers use. This requires of the marketer to come up with innovative communications ideas that shall lead to convincing the customer the superiority of the company’s value proposition as against all substitutes and competitors offerings, the only way demand for a company’s brands can be maintained, developed or created.

The focus of the program is to develop strategic thinking and aptitude amongst participants through learning by doing approach duly supported by understanding of theoretical concepts and methods of innovative idea generation.


Dr. Hemant C Trivedi

Professor Trivedi has been a professor and Head of the Retail academic area at MICA has conducted numerous workshops and management development programs. With an extensive industry and academic experience spanning more than 25 years Dr Trivedi has wide ranging interests from consumer behaviour and customer psychology to retail and strategic marketing. His hands on industry background permit him to bring in live cases and experiences into the classroom.

Subhash Tendle

Professor Tendle has over 30 years of brand communication and advertising experience. He was National Creative Director of one of India’s leading advertising agencies, FCB Ulka for over two decades. He has produced ads for both print and television Medium for almost every product and service category (Ceat Tyres, Ciba Geigy, Rallis, Mukand Iron & Steel, ITC Oils, ITC Cigarettes, ITC Hotels, Nerolac Paints, Zodiac, Bombay Dyeing, State Bank of India, Punjab National Bank, Balsara, Castrol, Zandu, Captain Cook, International Best Food, Planet Kids, Wipro and Compaq to name a few. Subhash is also a accomplish illustrator, he has illustrated the first two tiles of Amar Chitrakatha comics as well as Orient Longman’s school textbooks series 'Gul Mohor series’. He has also worked on a few cover designs for some Marathi books. Subhash is best known for the famous Goody the tiger of Nerolac Paints. At MICA, he heads the Creative Communication Course.

Dr. Vina Vani

Professor Vani is a Professor in Quantitative Techniques at MICA. She has a Ph.D. in Statistics and has 35 years experience in data analytics, quality management, research and teaching in management schools. Dr. Vani is a core team member of the MICA market ratings developed by MICA.

 Dr. Ashok Ranchhod

Professor Ashok Ranchhod is currently the Director of the Mudra Institute of Communications Ahmedabad (MICA). He is also a Research Professor at Southampton Business School. Prof. Ranchhod has published extensively on e marketing in journals such as the International Journal of Advertising and the Journal of Information Technology. He sits on the editorial boards of the Journal of Small Business and Enterprise Development, the Journal of e-Commerce Research and the Journal of the International Mobile Marketing Association. He has undertaken consultancy work for major organizations and has written case studies on companies in different sectors for the Chartered Institute of Marketing. Prof. Ranchhod has written award winning papers recognized by the Academy of Marketing and The British Academy of Management. In recognition of his services to business and marketing he was made a Fellow of the Chartered Institute of Marketing in 2000. He has published several books, and over 40 journal papers, and CIM case studies (International).

ADDITIONAL INFORMATON: Download the Registration form from here or Visit our website Fill the registration form and mail it to MICA, Shela, Ahmedabad 380058 before October 1, 2010 along with the DD/Cheque in favour of MICA, to receive EARLY BIRD and/or GROUP discount on programme fees. MICA ALUMNI gets special discount on programme fees. Registration is only through Registration form manually mailed to MICA, Shela, Ahmedabad 380058. Discount cannot be combined.

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