B School pedagogy needs to keep pace with changing dynamics of the market wrt Advtg & Marketing issues

1. Current Practices,
Contemporary Issues and
Challenges in the Advertising
Sector
A Presentation to Faculty Members of Management Institutes affiliated
to Mumbai University
By
Ambi M G Parameswaran
FCB Ulka Advertising

2. What will the Indian Advertising
Sector Look Like in 2025 ?
What may be the new sectors ?
What will be the new skills needed ?
How to prepare our MBA students to face this future?
What kind of research will be of value ?

3. “Those who cannot remember
the past are condemned to
repeat it”
- George Santayana

4. Let us look at the last ten years
and see what were possibly the
macro trends in Marketing and
Advertising

5. Several New Sectors Emerged in
the Second Wave of
Liberalization
Telecom / Mobiles
Automobiles
Education
Ecommerce

6. Several Consumer Segments
Emerged
Women Consumers
Teenagers with spending power
Young Couples with Kids

7. Media Penetration Changed
Print Survived
TV became truly mass
Digital started showing signs of growth
Cinema emerged after near death
Radio / FM Radio emerged
Local Activation gained traction

8. Advertising Sector Spawned
New Agency Models
Full Service Agencies Split Up
Media Agencies rose in power
Digital Agencies emerged
Activation Agencies were born
PR Agencies reinvented themselves

9. That was a quick snapshot of
the last decade : 2005 to 2015
What will the next decade hold for the marketing and advertising sector ?

10. Which new Sectors will
emerge ?
Ecommerce Boom / Bust?
Healthcare / Health Insurance
Financial services
Government Departments
Retail / Omni Channel
Education

11. Which new consumer
segments will emerge ?
Affluent Old Aged
DINKs
Singles
Live In Couples

12. Consumption Culture
Emerges ?
Rise of Masstige Brands
Spend before you Save
Mall the new Temples of India

13. Media Spectrum Changes
Better Measurement Metrics
BARC
New IRS
Digital Media Measurement
Outdoor Media Measurement

14. New Formats of Advertising
TV Ads in varying Sizes
Long format films on Digital Media
In film advertising / placement
Social Media Engagements
Staging of Events for brands

15. Sports & Entertainment
Marketing Becomes Mainstream
Rise of IPL and Other Sports
Organized sector enters film making / marketing
Monetization of cinema funds through multiple streams

16. Mobile / Smartphones/ 3G /
4G
Smartphones become the device of choice
Location based marketing emerges
App Economy Matures

17. Urban – Rural Divide
Vanishes
The new SEC [NCCS] creates a common platform
Attitudinal change in progress
As affluent, literacy, media spreads
Rural Consumer becomes indistinguishable from the Urban Consumer

18. Indian Consumer will continue
to be Uniquely Indian
Multiple languages
Multiple religions
Multiple socio-cultural issues continue

19. For God’s Sake
‘Religiosity in everyday
Indian life takes on a
whole new dimension
when seen through the
eyes of this ad-man! For
insightful explanations
and marketing
possibilities of a whole
host of phenomena, get
this book’
- Rama Bijapurkar, author of We Are
Like That Only
TEDx For God’s Sake Talk

20. Summing Up …
• Marketing, Advertising and Branding in the coming decade needs to
connect with consumers in many different unique ways and thereby
increase their value
• In the words of Peter Drucker …
“If brands are the ultimate consumer glue, the task an organisation has to
undertake is to build brand value and strengthen the glue.”

21. THANK YOU