FMS-Delhi Holds International Marketing Conference

FMS-Delhi Holds International Marketing Conference
Theme: "Redefining India's Marketing Paradigm in the New Globalized World"

The International Conference on "Redefining India's Marketing Paradigm in the New Globalized World" was held by the Faculty of Management Studies from 14th December to 17th December 2006 at the Academic Research Centre, University of Delhi.

The Conference was a convergence point giving academia the forum to present stimulating research on an array of issues spanning Medical Tourism, Organized Retailing, Fast Food Retailing, Rural Marketing, Retail Banking, Information Warfare, Corporate Governance et al.

Dr. Anupama Vohra and Dr. Avdesh Mehta spoke about the 'Potential of Medical Tourism in India', which is growing at the rate of 10 percent annually. The presenters highlighted the factors like flattening of the world, exorbitant costs, over-burdened healthcare delivery system that have bolstered the medical tourism in India where the costs are 10-15 times lower.

Mr. Nimit Gupta's topic was 'Fast Food Retailing in India: A comparative study of Nirula's and McDonald's'. Fast food retailing has seen a growth of 33 percent CAGR, already a 6,000 crore industry. In the research study, Mr. Gupta did a preliminary study with 100 retail outlets and compared Nirula's and McDonald's on price, place, promotion, people, physical evidence, process and concluded that preference for global brands is increasing due to continued satisfaction levels.

Mr. Kaushal presented a paper on the 'Impact of Print Advertising on Consumer Behaviour'. The research sought to determine how the consumer responds to the headlines, pictures, and body copy of the advertisement copy. Mr. Diwan gave a presentation on 'Non-Rational Education: Converting Advertising Expenses into Profits'. He observed that the age of USP is over, and it is now the age of UEP - Unique Emotional Proposition. The discussion was extremely interactive and stimulating in nature.

CDR S. V. Chalapati and CDR P. S. Pantle gave a presentation on the 'Myriad World of Shipping and its Relevance to Marketing'. The paper discussed the topic comprehensively, from the overview of Indian shipping, major players and institutions, strategic issues, insurance, profitability and role of the government.

Mr. Savmyajit Patnaik's research paper dealt with 'Emerging Challenges for PSUs in Globalized Economies' with the objective of the study being to analyze technological changes, technical efficiency and total productivity growth of PSUs. The findings pointed towards insignificant technological change, decreasing returns to scale and low levels of technological efficiency.

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Contributed by -
Media Relations,
Faculty of Management Studies,
University of Delhi, Delhi.

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