XIMB Holds Marketing Conclave “Mercatique 2019”


Bhubaneswar: MAXIM, the Marketing Association of XIMB organized their annual business conclave ‘Mercatique’ on 4th August 2019. The theme of the discussion was “Enhancing Customer Engagement through Experiential Marketing “. The conclave aimed to throw light on consumer-driven marketing strategies and the subsequent enhancements in customer engagement. 

Mr Imran Qadri, Head- Marketing and PR (India), Harley-Davidson Motor Company, Ms Darshana Shah, Chief Marketing Officer, Aditya Birla Capital Health Insurance, and Mr Chandrahas Panigrahi, Chief Marketing Officer and Consumer Business Head, Acer, were the esteemed speakers of the occasion. Professor Sandip Anand, Professor of Marketing, XIMB, served as the moderator for the discussion. 

Starting a new tradition while keeping in mind the sustainability of today’s efforts for a greener tomorrow, the dignitaries watered saplings to inaugurate the event. Professor Sandip Anand started the session by briefly elucidating on the topic. 

Mr Imran Qadri talked about the concept of experiential marketing for different segments and the tools and techniques to be used for existing customers.

Ms Darshana Shah talked about consumer engagement marketing in the health sector, and how customers can “buy and engage, not buy and forget”.

Mr Chandrahas Panigrahi focussed on engaging potential consumers, and the role of experiential marketing in creating a good memory which is crucial for amplifying satisfaction and loyalty.

The panel session was followed by an interactive question and answer section, where students posed inquisitive and insightful questions. This was followed by the launch of MaxEdge, the annual magazine of MAXIM. The eminent speakers felicitated the winners of ‘Pitch Please’, an annual event which is organized by MAXIM to identify the budding entrepreneurs with avant-garde ideas.