Marketing Master Class with Paco Underhill
17 November, 2017, The Oberoi Grand, Kolkata

0900 – 1000 Hrs Registration
1000 – 1100 Hrs Inaugural Session

Why Consumers Buy – The Science of Buying

Understanding Consumer Minds, Insights into Consumer Behaviour, what propels BUYING

1100 – 1130 Hrs Tea Break
1130 – 1330 Hrs Session I

Master Presentation I : Global Best Practices - Hits and Misses

A close look at WHY & WHERE BIG BRANDS FAILED & What can make Brands successful.

Sectors to be covered include:

  • FMCG
  • Fashion Retail
  • Financial Services
  • Consumer Durables
  • Jewellery & Watches

Objectives :

Look at mistakes, miss-steps and failures to pay attention to, in this Evolving Consumer and Business Climate.

Examining the Biological Constants of how we see and process information. Who we sell to, and what we sell, is changing, from electronics to cars to hotel rooms.

Focus to set up the need for a better mix of art and science in how brands are constructed and presented.

Q & A Session

1330 – 1430 Hrs Lunch Break
1430 – 1630 Hrs Session II

Master Presentation II : Insights into Global Retailing Successes

The Science of Shopping meets the crisis of Branding. This presentation will examine critical trends in the global retail business that are rapidly changing the way people search , select and buy and derive useful insights from global retailing success in these challenging times


Examining Trends in Global Retail

Changes in consumer behavior, impact of technology in fashioning consumer experience, data science and predictive analytics driving decision making etc, trends that are bringing in changes at rates and magnitudes never seen before

A look at Modern Disruptors in Retail

How - new kids on the block are adopting disruptive strategies to challenge global brands

Analyzing Global Retailing Successes

Strategies to address challenges in the dynamic retail landscape and learnings from their stories

Q & A

1630 – 1700 Hrs Tea Break
1700 – 1730 Hrs Concluding Session

Strategies to win the New Age Consumers in the Indian context

Program Concludes