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Understanding the Indian Middle Class and how the paradigm shift has taken place in creating, communicating and building brands that have made India over past five decades.

1On Sunday, the 4th of Nov, 2012 , Unitedworld School of Business at Uvarsad Campus  had organized the Brand Management Workshop, under the guidance of Prof. Jaideep Banerjee, presently Dean In-Charge, Ahmedabad Campus. The event has presented the students an opportunity to interact, share and learn from Brand Experts too. The idea behind this workshop was to expose Management students to different Branding techniques and to discover different methods to keep pace with the consumer needs which are changing every now and then

Part-I  India’s middle Class – Is it guilty or apathy

2Workshop started with the audio – video presentation of  We – The People a popular prime time debate show of NDTV named “India’s middle Class – Is it guilty or apathy?” hosted by leading journalist Ms. Barkha Dutt along with the eminent dignitaries such as Mr. Mani Shankar Iyer, Mr. Arvind Kejriwal, Ms. Radha Khan, Ms. Namita Devidayal & few others. The entire episode primarily focused on two issues. First, is Indian Middle Class responsible for urban and rural divide? Second, is Indian Middle Class- the only hope for India’s future? Extensive debate was carried out by dignitaries highlighting political, social & capitalistic school of thought about these issues.

As the informative video completed, the session was continued by active participation from the Audience sharing their opinions about the middle class. Thereafter, Mr. Jaideep Banerjee shared his insights & experiences concerning the Conspicuous Consuming Class-The Middle Class & audience had the fortunate opportunity to listen the views of this Brand Management Veteran. The 1st half of the session was finally closed with an important insight that “We-the people” i.e., Bureaucrats, Politicians, Businessman & all the citizens should jointly focus & integrate their endeavors towards the concept coined as 4E’s: Education, Entrepreneurship, Employment & Empowerment & should leverage to nurture, promote & preserve these 4E’s.

Part – II  Brands that have made India

After a short break, every participant rejoined the work shop with refreshed energy and enthusiasm and embarked on a journey towards Brands that have Made India.

This session was very fascinating as it has given insight of how the brands like Infosys has became globally renowned brand without any advertisement by Mr.Nandan Nilekani. The participants has learned the insight that how the communication processes have changed in terms of advertisement over a period of time with consideration of changing life style of consumers. It was a power packed work shop which had included top brands which have made India such as Incredible India, Amul, Jet Airways, Infosys, Liril , Vicks Vaporub ,TATA and many more .

Stars of the Day

We moved towards presentation from the participants about their learning of Brands, after tough competition among participants, it was a challenging job for the jury member to decide best three presenters on the day. We got three best presenters for the day after a lot of debates , presentations & debates and the workshop ended with prize distribution.

 3  4 5
Mr.Bhuvan Gupta
PGDM 2011-13 Batch
Miss Ayantika Banerjee
PGDM 2011-13 Batch
Mr.Ishan Bhat
PGDM 2011-13 Batch

6

Finally participants have taken away a great lesson with them as follow: Building and managing successful brands is one of the key market value drivers today.The ability to develop brand vision and insight to engage your target market is at the heart of effective brand strategy together with excellence in designing an integrated marketing mix to bring this to life. Great brands plans bring all these elements and more together to help communicate how brand equity will be built and protected. The programme came to the end with the vote of thanks proposed by Bhuban Gupta, Final Year 2011-13 batch .

Report prepared , presented & compiled by : Ravindra Lattoo & Sanjit Kr. Vaghel .(PGDM 2011-13 Batch) – Pics : Courtesy : Sudipto Mondal (PGDM 2011-13 Batch)

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