Workshop on "IT-Marketing Strategies and Emerging Opportunities" Pune-March 9, 2004, July 9, 2004-Hyderabad & July 30, 2004-Bangalore
A Workshop on 'IT-Marketing Strategies and Emerging Opportunities' was organised at Pune, Hyderabad and Bangalore. The principal objective of the workshop is to convey to small and medium software companies in Bangalore how services marketing/sales differs from product marketing. To help them create packaged solutions, including pricing strategies. Enable them reach out to customers through brands, telemarketing and direct sales.
The workshop was addressed by Prof. Ashok Korwar and Mr. Vijayaraghavan. Prof Ashok Korwar has a Ph.D in Management, UCLA. He was a Professor of Management at Indian Institute of Management, Ahmedabad, is Strategic Advisor to CEO, Polaris Software Lab Ltd. Mr. Vijayaraghavan is a fellow Chartered Accountant, A Certified Management Consultant (CMC) and a Fellow of the IMCI (Member of International Council of Management Consulting Institutes), USA. He is the Director of Sathguru Management Consultants Pvt Ltd, a large consulting firm engaged in strategic management advisory and policy consulting.
The workshop was oriented towards targeting the IT and ITes sectors and BPOs.
How is Marketing different from Sales
Prof. Korwar made a presentation on the Elements of Marketing Plan. Marketing is different from sales to the extent that it focuses on how to approach the markets and who will be the target customers.
Reaching the Markets
Mr. Vijayaraghavan explained how an emerging enterprise can build a global clientele. As market widens, customer base gets restricted. Markets expand, but marketing process gets complex.
The workshop provided the participants with a opportunity to discuss the individual issues they were confronted with in their respective organisations and these issues were discussed in the open house.