DELHI MANAGEMENT ASSOCIATION

In association with

Presents
National Brand Conclave
on
Challenges of Growing Brands in a Distruptive Era
12th March, 2011, India Habitat Centre, New Delhi

About the Conclave

Gone are the days when all that you needed to establish your brand was to follow 4Ps of Marketing
properly and voila! you have a winning brand in your hands. It was enough to just produce a good
quality product, which has potentially large TA segment(s), price it well, set-up an effective distribution
network, and promote it with all your passion.

Not any more.

One can not even survive with old, traditional ways of Brand Building. In the last few years, there has
been a major paradigm shift in the way brands are created, nurtured and grown for glory.
One such very innovative method is Disruptive Branding, which not only has the potential of meeting
the Challenges of Growing Brands in the Disruptive Era, but has the capacity to pay rich dividends to
the practitioners of this concept for a long, long time.

Cannibalising your own offsprings is a heart-rending act, especially when you have nurtured it with
your blood & sweat.
What this Conclave will examine?
‘Head I win, Tail you lose’ Aspect of Disruptive Branding Concept: Maruti Case Study
‘You eat my Goat, I eat your Buffalo’ Strategy: Tata Nano Case Study
Strategic Implications of Creating Brands through adoption of Disruptive Model
Ethical issues & Organizational Behaviour associated with growing Corporate Brands through
Product Brands Disruption
Eagle-eye Analysis of Inherent Financial Risks & speculative Returns of Disruptive Strategy
The Future of Disruptive Strategy w.r.t. Long-Term Brand Building
Role of Communication in Disruptive Environment
The Balance between Image issues (Cannibalism) & Inevitability of Ground Realities
Social Responsibilities of Brand Disruption Strategy Practitioners
Varied Case Studies from Indian & Global arena
Panel Discussions on surprise ‘ Hot Potatoes’.

…and much more

Methodology
The Conclave will be delivered in a real-life hands-on account of ‘Baptism by Fire’. The emphasis will
be on lucid presentations by experienced speakers, comprising of interesting case studies from the
World of Business, punctuated with absorbing interactive sessions between speakers & participants,
including panel discussions and Q & A opportunities.

Speakers Invited
Himanshu Manglik, Head, Brand Communications, Nestle India Ltd.
R. Sridhar, Director, Client Services, FCB Ulka
Basabdatta, CEO, Madison Advertising
Ravi Kiran, CEO, Starcom
Divya Pratap Singh, Brand Director, Lowe Worldwide (Asia Pacific), Singapore
Prof. Harsh Verma, FMS
R. Sarvanan, Director, Marketing, Pearson Education
Prof. J. K. Goyal, Director, JIMS
Meenakshi Seth, Head, Communications, IFC
Prof. Ashok Ogra, Director, Apeejay Institute of Mass Communication
Vinay Chandra Awasthi, Director- Product & Marketing , Hewlett Packard
Sukanta Dey, Sr VP & Head – Corporate Business Development, Tata Teleservices
Anoop Dubal, Director – Marketing , Oracle India
Sanjay Rai, Director Marketing & Customer Management , Max Healthcare Instt
N K Kedia, Director- Marketing , IFFCO Tokyo
V Ramachandran, Director Sales & Marketing , LG Electronics
Amit Sabharwall, CEO, 360 Franchise Solutions
Ishan Raina, CEO & MD , OOH Media
Ananta Raghuvanshi, Chief Executive Retail & Residential Channel Sales, Emaar MGF
Anurag Batra, Editor-in- Chief , Exchange 4 Media.com
Kartik Raina, Former CEO, Dalmia Consumer Care
D Shiv Kumar, Managing Director- Mobile Phones, Nokia
Sunil Duggal, CEO, Dabur
Sangeeta Talwar, Executive Director – Marketing , Tata Tea

(This list of invited speakers is indicative only, not exhaustive)

Conclave Director
Rohan Ubriani
Founder & CMD, Flame Communications

Rohan Ubriani, MBA from Bombay University has over two decades of rich experience in Advertising
& Brand Management industry. He has handled many MNC Brands while working with leading global
advertising networks like JWT Worldwide, Grey Worldwide, Bates Worldwide, and have contributed to
an array of iconic brands like Otis, HCL-HP, Taj Hotels, Ambuja and UNICEF.
His client list includes The British Council, UNDP, The World Bank, Canon India, University of Arts
London, Blue Star etc.. He is a visiting/guest faculty at leading B-Schools in India and his lectures
have been telecast over national TV Network.

Programe

The programme will feature the following thought provoking interactive sessions :

Session I Disruptive Marketing: Conceptual, Historical & Global Perspectives

 Genesis of Disruptive Model
 Early Practitioners & their Learnings
 Global Perspectives
 Current Scenario in India

Session II Contemporary Strategic Disruption Marketing: Approaches, Ethical

Issues, Challenges & Opportunities
 Strategic Implications of Creating Brands through adoption of
Disruptive Model
 Ethical Issues associated with Disruptive Marketing
 Role of Communication
 Strategies to counter Competitors' Disruptive Actions

Session III Classical Case Studies of Successful & Unsuccessful Application

of Disruptive Model
 Maruti
 Tata Nano
 Aircel
 Godrej-PUF
 Promise - Clove Oil

Session IV Panel Discussion on How to Leverage Disruption Marketing as a

Tool for Growing Brands

Summing Up

Who Should Attend?

Senior & Mid-Career Professionals, who are strategic Decision Makers & handle Brand
Management function within or outside the organization – Core Brand Management team
members, Sales & Marketing Managers, Executives belonging to Advertising Agencies
from departments like Client Services, Creative, Media, PR, OOH, online etc.
Young Managers who aspire to be considered as serious candidates by the top
management for higher Brand Management Responsibilities role when their time
arrives/at an appropriate time.
Fresh, qualified Professionals, who have just begun their careers, and believe in ‘early
bird catches the worm’ philosophy; and also in ‘been there, done that’ concept.
Self-employed entrepreneurs/Brand Specialists/Consultants who need to change gears and
effect a ‘paradigm shift’ in their businesses/services, to leverage their expertise for a ‘New
Brand Growth Order’ which calls for innovative ways of doing the same business ( they
surely know that old ways do not work any more).
Academicians who wish to hone their pedagogical skills to impart contemporary &
cutting edge Brand Management knowledge to their pupils.

Management & IT students (MBA, MCA, B.E./B. Tech., BBA, BCA etc.) pursuing any stream of
specialization, looking to exploit the insights hitherto gained at this symposium, for a dream
career .
What Are the Key Take Aways (KTAs)?

Acquiring Skills to Establish Growing Brand Family Trees

Analysis of Corporate Survival & Excellence through Disruption in the Contemporary
Brand Warfare
‘Next Level’ Creation & Sustenance of Brands through Innovation
Development of ‘Disruptive Professional Attitude’, as a way of Life
How Brand Disruption works – do’s & don’ts
‘Unlearning’ ineffective traditional Brand Building Strategies.
Ways to achieve meteoric growth of Brands by ‘Re-inventing a New Wheel’
Creating Brand Loyalties through understanding dynamic expectations of today’s
customers
Managing Brand Identity Crises
Path Ahead for ‘Generation Next’ Brand Professionals.
Visualizing Brands as ‘Soul’ which needs to change its ’body’ every few years

ADMINISTRATIVE DETAILS
Date : 12th March, 2011 (Saturday)
Registration : 9.00a.m. - 9.30 a.m.
Summit Timings : 9.30 a.m. to 5.30 p.m.
Venue : India Habitat Centre, Lodhi Road, New Delhi

PARTICIPATION FEE (PER PARTICIPANT)

DMA/AIMA Members : Rs 4000/-
Non Members : Rs 4500/-
Academicians : Rs 2500/-

DD/Cheques are to be made in favour of Delhi Management Association Payable at New Delhi.
Nomination fee is non-refundable. However, participation by a substitute is allowed.

SPONSORSHIP OPPORTUNITIES FOR THE CORPORATES

The sponsoring organisations would stand to gain mileage in terms of immense exposure, Media coverage
and reaching to high nucleus of decision -makers/corporate managers and thereby recognizing excellence
and branding with one of the Premier and Vibrant body of Management Professionals.

For Participation/Registration/Sponsorship, please contact:

Rajan Pandhi, Deputy Director (Mob: 9810877615)
Delhi Management Association, India Habitat Centre, Core 6 A
1st Floor, Lodhi Road New Delhi 110003
Tel: 24629555 (D),24649552 Fax: 24649553
E-mail: info@dmadelhi.org or dmadelhi@sify.com
Website: dmadelhi.org
=============================================================
Registration Form
National Brand Conclave
Challenges of Growing Brands in a Disruptive Era
12th, March, 2011,
India Habitat Centre, New Delhi

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