Customers, trade and the sales force are human afterall. A definitive human trait is of making sense of the world around us by believing or creating stories about the world we live in. We create stories through the words we read, the images we see, and the sounds we hear. Over time, we forget these components but the stories remain – and continue to influence our minds and our behavior.
This full day workshop arranged by the Ad Club Bombay will enable you to see plenty of examples and case studies and learn from them. Including the ones you may bring to the table.
The workshop will broadly focus on two distinct aspects of using storytelling in marketing. First, how to create and tell stories to the customers to influence them to buy. Second, how to tell stories to your sales and service employees to influence them to act consistent with your strategy.
This workshop is the first in a series of events Ad Cub Bombay is planning in collaboration with some of the best Business Schools around.
It is being done with the belief that both the industry and the academia will benefit when they come together for a common purpose. The faculty is:
- Madhukar Sabnavis, Country Head- Discovery and Planning, Ogilvy and Mather, India
- S K “Bal” Palekar, Ex Senior VP of Eureka Forbes
Now Chairperson- Executive Education at S P Jain Institute of Management & Research
- Dr Atish Chattopadhyay of S P Jain Institute of Management & Research with rich experience of teaching and consulting.
The workshop has been designed by
Madhukar Sabnavis & S K “Bal” Palekar
Who is it for?
Account Planners
Client Service Executives
Managers involved in personal selling
Brand and Product Managers
Flow of the workshop
9.30 a.m. Registration
10.00 a.m. Introduction : S K Palekar
11.30 a.m. Coffee Break
11.45 a.m. Stories in branding continued: Madhukar Sabnavis
1.00 p.m. Break for lunch
1.45 p.m. Stories in marketing and selling: S K Palekar
3.00 p.m. Coffee Break
3.15 p.m. Science of Storytelling: Dr Atish Chattopadhyay
4. 15 p.m. Summary of Storytelling by Madhukar Sabnavis
4.30 p.m. End
About the facilitators
Madhukar Sabnavis: A PGDM from IIM Ahmedabad, Madhukar started his career in advertising in 1985 at Clarion Advertising, Mumbai. He moved to Ogilvy in 1988 and has been with them since. During this period he has worked on a number of national and multinational brands like Asian Paints, Cadbury, Coca Cola, Titan, Unilever among others. He has also launched a new brand in the advertising spacermg David. He is currently responsible for consumer knowledge and brand planning at Ogilvy India. He writes a regular column oped in Business Standard. His interests beyond advertising include hindi films, cricket and philosophy- both of life and brands!
S K “Bal” Palekar: After 34 years of working in marketing field, he is now in his second career from 2009 as an educator. An MMS from the Bajaj Institute, He has worked with both MNC and Indian companies like P&G, Cadbury, Best Foods, MRF/Funskool, Balsara, Onida and Eureka Forbes – in various activities like marketing, sales, service, brands, knowledge management, SBU Head. His last job was as the Senior Vice President (Marketing) of Eureka Forbes, a Rs 1000 Crore company. For the last 15 years, teaching was his passion and now he is the Chairperson of Executive Education Center at S P Jain Institute – one of the top 10 in India today. He also consults in the areas of market entry, competition, internal branding, customer acquisition & retention, improving marketing organization and customer focus. He is also a trustee of an NGO called Yuva Parivartan which has 30 centers nationally and imparts vocational and livelihoods training to school dropouts.
Dr. Atish Chattopadhyay: Dr. Atish holds a PhD in the area of Marketing Strategy and is associated with S P Jain Institute of Management & Research in the area of Marketing. He teaches courses in the area of Strategic Marketing, Retail Marketing and Brand Management. Research interest is in the area of ‘Shopper Marketing’ and has been invited by University of Rhode Island for a collaborative research on Shopper Marketing in South East Asia and Latin America. He has also visited National Economic University, Hanoi, Vietnam to present his researches “Role of Advertising, POP and Sales Person Efforts in Transitional Retail Markets”. Prior to joining academics, Dr. Atish was Promoter/Entrepreneur of a SSI Food Business having Calcutta wide retail chain.