Post Confluencia 2010, on 23rd August 2010, DoMS students had the privilege of having another interactive session with Mr. Dinesh Jain, CEO, Zee Turner Ltd. on the topic “Customizing Market Strategies according to the socio economic structure of the country”.
The lecture started on a very peculiar note with Mr. Dinesh Jain offering Rs.500 as a prize money in due course of the lecture. Moving ahead he elaborated the topic with an example of pyramid structures. Indian position can be represented by a pyramid, wherein large no of people are at the bottom and fewer are at the top. The people at the bottom have the potential to rise up the ladder and there lies the market potential. In total contrast with the Indian scenario lies Finland where top of pyramid prosper much more than the bottom. Aspirations and requirements of such a society are totally different and so be the marketing strategies. Furthering with another peculiar example of the countries like erstwhile USSR, could be represented by a rectangle which has equitable distribution of wealth. Such societies are marked by excessive regulatory controls and hence require a completely different approach for marketing strategy. On being requested by a student, he also gave his experiential insights about how the entertainment sector has been revolutionized with launch of umpteen number of TV channels, and about TRP ratings gathering procedure and their significance. He responded to queries about emerging trends in Media and about how Sensationalism has became the hot cake amongst the Hindi news channels, which in turn are competing with each other for dishing out the trash. He said that News channels will show the kind of content which catches more eyeballs, irrespective of its ethical dimension.
The session ended, bringing back the audience to the offering of Rs.500 and making them realize of missing a wonderful opportunity of pocketing the sum. Thus marketing is not only about realising an opportunity but also tapping it.