Indian Institute of Foreign Trade (Deemed University) Delhi: IIFT Bhawan, B-21, Qutab Institutional Area, New Delhi - 110016, Tel: +91-11-26965124, +91-11-26965051 Fax: +91-1126853956 Kolkata: J-1/14 (7th-9th Floor), EP & GP Block, Sector-V, Salt Lake City, Kolkata-700091, Tel: +91-33-2357 2854 , Fax: +91-33-2357 2855

Trade Winds 2014

Annual Business Summit

Indian Institute of Foreign Trade

Date: 21st&22ndAugust, 2014

“Education is the true alchemy that can bring

India its next golden age”

Shri Pranab Mukherjee President of India

Indian Institute of Foreign Trade (Deemed University) Delhi: IIFT Bhawan, B-21, Qutab Institutional Area, New Delhi - 110016, Tel: +91-11-26965124, +91-11-26965051 Fax: +91-1126853956 Kolkata: J-1/14 (7th-9th Floor), EP & GP Block, Sector-V, Salt Lake City, Kolkata-700091, Tel: +91-33-2357 2854 , Fax: +91-33-2357 2855

About IIFT

At the initiative of Pandit Jawaharlal Nehru, Indian Institute of Foreign Trade

(IIFT) was set up on May 2nd, 1963 as an autonomous organisation to help professionalise

the country's foreign trade management and increase exports by developing human

resources; generating, analysing and disseminating data; and conducting research. The

Institute visualises its future role as:

A catalyst for new ideas, concepts

and skills for the

internationalisation of the Indian

economy

The primary provider of training and

research-based consultancy in the

areas of international business, both

for the corporate sector,

Government and the students’

community

An institution with proven capability to continuously upgrade its knowledge base

with a view to servicing the requirements of the Government, trade and industry

through both sponsored and non-sponsored research and consultancy assignments

The Institute's portfolio of long-term programmes is diverse, catering to the requirements of

aspiring International Business executives and mid-career professionals alike. These are:

Two-year MBA (International Business), New Delhi, Kolkata, and Dar-es-Salaam

Three-year MBA (International Business) (Part-Time), New Delhi and Kolkata

Executive Masters in International Business, New Delhi

Certificate Programme in Export Management, New Delhi

Doctoral Programme in Economics & Trade Policy, Finance, Marketing, Operations,

General Management & Strategy, and IT Innovation and Technology Management

Management Development Programme for industry executives and policy makers in

the government such as IAS, IFS, ITS, and other bureaucrats (nearly 40,000 trained)

IIFT has, over the years, undertaken path-breaking research studies with organizations like

WTO, World Bank, UNCTAD and the Ministry of Commerce & Industry, Government of India.

IIFT has also been successfully strengthening its relationship with international organizations

by signing MoUs and participating in their activities or taking collaborative initiatives with

institutes like Skema Business School, Grenoble School of Management, EM Strasbourg

Business School, Hanken School of Economics, and many more.

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Indian Institute of Foreign Trade (Deemed University) Delhi: IIFT Bhawan, B-21, Qutab Institutional Area, New Delhi - 110016, Tel: +91-11-26965124, +91-11-26965051 Fax: +91-1126853956 Kolkata: J-1/14 (7th-9th Floor), EP & GP Block, Sector-V, Salt Lake City, Kolkata-700091, Tel: +91-33-2357 2854 , Fax: +91-33-2357 2855

Golden Jubilee: An Eventful Journey of Five Decades (1963-2013)

An organization like IIFT grows from within but only after taking the nourishment

from its environment. The ever evolving character of the foreign trade sector continuously

throws up new opportunities and challenges which the Institute in its own way attempts to

face by re-delineating the contours of its activities.

In 60s and 70s, IIFT made significant contribution in human resources development for

exports when the country needed the skill development for external trade. In 80s, it evolved

into a Centre of Strategy and Development when international trade became an integral

part of international diplomacy.

In 90s, IIFT took up the role of a world class business school when country needed efficient

managers with the unleashing of liberalisation and reforms. And to-day, IIFT has emerged

not only as a leading B-School in the Asia-Pacific but also as a Centre for Excellence in

International Business and hub for strategy and research. It is one of the few institutions

which have a strong international foot print in Europe and Tanzania.

To commemorate the milestone of completing 50 illustrious years, IIFT hosted Honourable

President of India, Shri Pranab Mukherjee and Shri Anand Sharma, Union Minister for

Commerce, Industry and Textile on its Foundation Day May 02, 2013. Shri Mukherjee also

unveiled a bronze statue at IIFT Delhi Campus based on theme “Wings of Wisdom”.

“This is an occasion to recognize the enormous

intellectual contribution made by the Institute in

foreign trade and international business...

…Over the years, IIFT has broadened its

academic framework by providing management

education and PhD courses… ”

-Shri Pranab Mukherjee

Shri Anand Sharma released the Commemorative Volume of Foreign Trade Review and

presented its first copy to the President on the occasion.The dignitaries present on the

occasion were Dr. D. Purandeswari, Minister of State for Commerce and Industry, Shri S. R.

Rao, Chairman, IIFT and Secretary, Commerce and Dr.SurajitMitra, Director, IIFT.

Dr.Mitra emphasised on the vision of IIFT- “to become a ‘Knowledge Centre’, to become a

single stop ‘hub’ for International Business Strategy, analysis and information”

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Indian Institute of Foreign Trade (Deemed University) Delhi: IIFT Bhawan, B-21, Qutab Institutional Area, New Delhi - 110016, Tel: +91-11-26965124, +91-11-26965051 Fax: +91-1126853956 Kolkata: J-1/14 (7th-9th Floor), EP & GP Block, Sector-V, Salt Lake City, Kolkata-700091, Tel: +91-33-2357 2854 , Fax: +91-33-2357 2855

Theme Day 1: Finance

Theme Day 1: Consulting

Theme Day 2: Marketing

Theme Day 2: Operations

Trade Winds 2014: The Annual Business Summit at IIFT

Continuing with the Golden Jubilee celebrations, IIFT is organizing itsmajor

corporate event- Trade Winds 2014: Annual Business Summit, from August 21-22, 2014

this year.

The Summit will witness participation from industry leaders in various fields, media

personalities and illustrious alumni of IIFT. The event aims to serve as a platform for

leadership across domains to share their business acumen and valuable opinions on select

themes with the future leaders of the industry, the students of IIFT. It endeavours to

prepare a stage where ideas are thrown into the open for debate and discussion, where

views are exchanged and the participants draw key business insights from the minds of the

decision makers themselves.

The structure of the summit has been designed to encompass the entire gamut of business

operations, to provide a holistic view of the concept of domestic as well as international

business and to ensure maximum learning.

Event Structure:

“India’s Economic Recovery: Near future or a distant dream”

“The Changing Face of Strategic Consulting”

“Customized Marketing”

“Building a Sustainable Supply Chain: The transition from Reactive to Proactive”

Note: The detailed concept notes of all the themes are being provided in the appendices

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Indian Institute of Foreign Trade (Deemed University) Delhi: IIFT Bhawan, B-21, Qutab Institutional Area, New Delhi - 110016, Tel: +91-11-26965124, +91-11-26965051 Fax: +91-1126853956 Kolkata: J-1/14 (7th-9th Floor), EP & GP Block, Sector-V, Salt Lake City, Kolkata-700091, Tel: +91-33-2357 2854 , Fax: +91-33-2357 2855

Marketing Summit

Main Theme: Customized marketing

Providing a personalized and customized experience to customers and prospects is no longer

just a means of getting an edge, it is expected by today’s savvy customers. Marketers need to spend

huge budgets to craft their campaigns, then refine them over months until they find the perfect

message that will reach their target audience. The data comes into the room from a plethora of

sources, and one has to use that data like a modern-day orchestra leader, blending the inputs in real

time in a combination that is as much an art as a science. The age of creating differentiated products

from the competitors is no longer going to win the battle for the customer’s loyalty. The real

challenge lies in creating unique products for individual customers. Customized marketing therefore

has become ubiquitous in today’s marketing parlance and most companies today are exploring a

variety of environments and tools to engage with their customer. There is also a new wave of

associating one’s brand with the customer via content, advertising or product placement relevant to

the latest event or cultural happening.

As the global economy tries to overcome the slowdown, the budget strings at the corporate

level are tightening. It is imperative then that the marketing campaign that a company undertakes

justifies its expenditure and maximizes customer satisfaction. This is indeed a task which involves

analysis of a lot of complex strategies and development of new marketing models. The lure Of Big

Data and the pros and cons of maintaining an online marketing channel are just some of the biggest

challenges confronting the marketer today. As IIFT steps into its 51st year of Existence, The

Marketing Conclave 2014, under Tradewinds, looks to find a solution to this challenge. Over the

course of the two sessions planned for the conclave we would like to understand how do companies

synchronize their marketing campaign at today’s customer and analyze their effectiveness.

Session 1: Marketing for the Individual Customer: Generating Insights

Personalized marketing, or creating micro segments is the need of the hour. Companies are

increasingly looking at drilling down to the needs and requirements of individual customers to create

effective targeted products and communications for them. The internet and various other tools of

engagement have rendered this phenomenon possible. Data today reaches a marketer in myriad

forms, be it the amount of time spent on a website, the comments posted, the products that a

customer browses etc. The ability to be proactive and suggest new products and offers for him is

what separates one company from another. At a time when customer loyalty is ever flexible,

customer retention assumes paramount importance. One critical factor in making sure a customer

enjoys the products is to make sure that the product fulfils his needs to the core.

This session aims at looking at what tools and techniques are being explored by companies

today to render this personalized targeting possible. Is big data really an oasis or a mirage? Is sieving

through all the massive amount of data generated per customer really going to help create the next

level of communication and product offering? And if so how are marketers tapping into this data?

These are just some of the questions that this session will answer.

Marketers today are watching Twitter and other social networks to see what topics are

getting the most attention, and putting together short blog posts, tweets and videos that match

those themes—in hopes that the online audience will become more aware of the brand and see it as

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Indian Institute of Foreign Trade (Deemed University) Delhi: IIFT Bhawan, B-21, Qutab Institutional Area, New Delhi - 110016, Tel: +91-11-26965124, +91-11-26965051 Fax: +91-1126853956 Kolkata: J-1/14 (7th-9th Floor), EP & GP Block, Sector-V, Salt Lake City, Kolkata-700091, Tel: +91-33-2357 2854 , Fax: +91-33-2357 2855

relevant to their interests and needs. By tracking customer actions and topics of interest companies

can rapidly switch gears and move in tandem with the customers.

Session 2: Customized marketing: The new turf war for companies?

Who doesn’t enjoy that feeling of walking into a shop and being recognized, welcomed and

treated as an individual?

The vast majority of marketers are fully aware of the benefits of personalization. They know

full well that personalizing the website and, by extension, the other brand touchpoints, for

customers makes for a better experience, and that all marketing is good marketing if it has the

personal touch. Research showed that 74% of marketers know that personalization increases

customer engagement. Curiously then, the same study highlighted that only 19% of marketers were

actually using personalization. Personalization has many benefits. It increases conversion and

improves retention. It also helps in breaking the clutter. By providing a personalized experience,

particularly one that is predictive rather than reactive, brands have a real opportunity to provide

much-needed utility in an increasingly noisy world of choices.

Amazon is a classic example of a company that performs "One to One Marketing" by offering

users targeted offers and related products. Even domestic companies like Bharti have call plans

designed for individuals based on past usage. Today, companies are going to unprecedented lengths

to meet the needs of customers. Unfortunately, most companies struggle with the rising costs to

serve customers who are demanding more and more variety, customization, and personalization.

Indeed, companies frequently find themselves introducing the wrong variations at the wrong prices

— giving customers value that they don’t really want at a price that the company can’t really afford

to pay.

This session aims at analyzing the extent to which companies customize their marketing

efforts for today’s customer? What are the factors which give brands an edge in the customization

game? Is the kind of resources devoted in developing these customized marketing campaigns

justified?

After a 100 years of Mass Production - where one size fitted all - 21st century marketing is

moving to Mass Customization - letting one custom-design everything he buys. From cars, to clothes,

to shoes - to his own breakfast cereal. Companies that fail to adapt to this change will find it difficult

to grow and prosper in the coming times.

Contact Details Email: brandwagon@iift.ac.in

Anit Pandey +91-9560377592

Ayush Saraf +91-9560470508

Chandreyee Manna +91-8447205076

(All the images used in this document have been taken from Google Image Search)

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