From 2.15 pm until 7:00 pm onwards
Crowne Plaza, Gurgaon.
Dainik Bhaskar Unmetro conference draws in the metro crowd
If you haven’t noticed the surge in interest, and action in the tier 2 and tier 3 towns and cities of India, you might be excused for claiming you have been in a different country. For the rest, the increasing realization that the country’s growth engines have shifted to these cities now is matched by a search for quality inputs about these markets, and perhaps more importantly, the experience of marketers who have made a success of these. For Dainik Bhaskar, which has made it’s Unmetro focus a badge of honour, this shift is a vindication of the group’s own success story in these markets, as well as an opportunity to share the best practices in these markets with wider metro audiences.
Dainik Bhaskar’s Unmetro Conclave, a conference to discuss the markets in the cities and small towns of India, beyond the metros was organized on February 13, 2015 at Gurgaon. The half-day conference brought together industry experts, owners, planners and all stakeholders for discussing the best practices for these tier 2 and tier 3 markets. The Conclave built on previous editions across Mumbai, Bengaluru and Delhi itself where it has hosted leading marketers and experts to share their experiences and insights about Unmetro India. A packed house heard some great stories from industry honchos as well as Dainik Bhaskar’s senior management.
Delivering the welcome address, Pradeep Dwivedi, CCS and MO, Dainik Bhaskar Group, pointed out that there is an increasing aspiration among the consumers in the non-metros, as the business class is rising in this market and so is affluence. Marketers need to understand how to gauge the quantum of this aspiration and how to tap it.
Kaacon Sethi, CMO, Dainik Bhaskar, said, "Today, Unmetros are completely different from what they were a few years ago. People who live there do so as a matter of choice. India is divided into eight top metro cities followed by 7,800 towns. With the increasing saturation in the metros , Tier 2 & 3 markets – the Unmetros – have emerged as the growth drivers of consumption presenting a seamless layer of transition for the marketers. "
The keynote session, 'Emerging Consumer Demand: The rise of Unmetro India - A top retailer's Perspective' was addressed by Damodar Mall, CEO, Reliance Retail. He observed that even though big and premium brands might not have some regions on their distribution list, it does not mean that people in those areas do not demand those products, and at that point of time, supermarkets come into play where they supply all these premium products for the consumers.
The presentation by Arvind Vohra, country CEO and MD, Gionee India, starkly brought out how Unmetro markets retain some key differences. For Gionee, it was about how trade partners are still very powerful in these markets. Vohra shared the success story of how he made a Chinese product popular first in the non-metro regions of India and then expanding to metro markets. He said, "We initially launched the product in tier 2 and tier 3 cities without making much noise about them, as we did not have much to spend on marketing. Our key focus was to target trade and create service centers for our customers. On the other hand, when it comes to features, these consumers are uncompromising. So Gionee took pains to retain those, and the result is, the brand is actually a leader in Tier 2 & 3 of markets and now making a strong presence even in the metros.
The panel discussion comprising of Anisha Motwani, Director and CMO, Max Life Insurance; Nalin Sood, CMO, SC Johnson; Saguna Sodhi, Director, Ernst & Young; Piyush Kumar, Marketing Manager India, Rado at Swatch Group and Roopam Garg, General Manager, MEC Global discussed innovative marketing and advertising strategies marketers are developing to reach out to their consumers in the Unmetro markets. The session was moderated by Sudha Natrajan, Partner, The Media Café. The key takeaway was again about while these consumers are not really very different from their metro brethren, other factors like infrastructure; a more locally rooted culture ensures subtle changes in approach can have huge rewards. The metro-centricity of marketers was discussed and the panel debated whether marketers were pushing for more thought and action in their plans for these markets.
The in-conversation session with Arun Iyer, National Creative Director, Lowe Lintas and Partnerson the topic 'Does communication strategy for metros work for the non-metros?' discussed the differences between the metro and Unmetro consumers. The session covered the trend of metro centric communications reversing, developing communications in regional languages with Unmetro themes with characters and story-telling becoming more popular and acceptable across the country.
|2:15 pm- 3:00 pm||Registration and tea|
|3:00 pm to 3:10 pm||Welcome address|
|3:10 pm to 3:30 pm||The Action is Elsewhere|
|3:30pm - 4:15 pm||Emerging Consumer Demand : The Rise of Unmetro India - A Top Retailer's Perspective.|
|4:15 pm - 4:45 pm||Cracking the Success Code In Unmetro Markets : Gionee Mobiles|
|4:45 pm - 5:00 pm||Tea|
|5:00 pm - 5:45 pm||Does One size Fit All? Marketers innovate to win in the Unmetros|
|5:45 p.m - 6:15 pm||In Conversation session with Mr. Arun Iyer|
|6:15 pm - 6:30 pm||Closing session|
|7:00 pm onwards||Cocktails & Dinner|