Workshop on Marketing & Strategic Brand Management for B2B Markets
The global market conditions by the virtue of being highly competitive forces companies to think of effective strategies not just to stay afloat but move ahead of others. An effective and innovative marketing technique coupled with the superior quality of the products and correct pricing is a vital tool in the hands of all companies. A Strategic Brand Management would uncover the hidden and unexploited power of leveraging the concept of brand and brand building for all B2B marketers. Established companies have created value through brands and their branding initiatives are benchmarks in their journey to success. Against this background CII Jamshedpur Zonal Council organized a Day’s Workshop on Marketing Strategic Brand Management for B2B Markets on 26 November at Centre for Excellence, Jamshedpur. his workshop was to uncover the hidden and unexploited power of leveraging from the concept of brand and brand building. Prof Sharad Sarin, Senior Faculty in the area of Marketing and Strategic Brand Management, from XLRI Jamshedpur explained the power of strong brands in marketing. He reiterated the importance of building strong corporate brands and elaborately dealt with the concept of holistic brand building for B2B markets. Cases and conceptual discussions formed the major vehicles for learning. The workshop was conducted in Participative style. The workshop was divided into three Sessions, namely Introduction to Industrial Marketing Strategy,Concept of Market Segmentation, and the last session gave a knowhow of Creating B2B Brands. CEO’s of small and medium size organization, Senior/ Middle managers of large organizations and professionals associated with communication marketing attended this session. Delegates attending this workshop highly benefitted from it.