Social MarketingBridging Business and Society

March, 15-16, 2013Venue: India International Centre, New Delhi

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Magazine Partner Official Management PortalKnowledge Partner Print Partner

Bridging Business and Society

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Inaugural Session : Setting the Context

Social Marketing was launched as a discipline in 1971 when a pioneering article by Kotler and Zaltman in the Journal of Marketing coined the term and described it as “the use of marketing principles and techniques to advance a social cause, idea or behavior”. Since then the use of social marketing concepts, tools and practices has found application in diverse fields such as improvement of health, prevention of injuries, protection of the environment, contribution to communities and enhancement of personal financial well being.

“Shared value involves creating economic value in a way that also creates value for society by addressing its needs and challenges. Businesses must reconnect company success with social progress. Shared value is not social responsibility, philanthropy, or even sustainability, but a new way to achieve economic success. It is not on the margin of what companies do but at the center.” (“Creating Shared Value” Porter and Kramer, HBR Jan – Feb, 2011).

Shared value redirects the gaze of corporate, NGO and government leaders, enabling them to see new opportunities for private enterprise to solve public problems. This has challenged the existing paradigm of the way businesses do business by expounding the co-creation, co-llaboration, and co-operation model. Both Michael Porter and Philip Kotler are propounding theories to support this model which is redefining the entire strategic intent of organizations.

The challenge of Social Marketing is to find a space in the newly enabled exo-system and get integrated as a strategic tool synergizing with the newly re-defined purpose and mission of organizations. This session focuses around these concepts and challenges and the roles played by the various collaborators – Business, Government, and Civil societies while creating shared value processes in their business organization.

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Dr. Jagdish (Jag) N. Sheth is the founder of Academy of Indian M a r k e t i n g a n d presently Charles H. Kellstadt Professor of

Marketing in the Goizueta Business School at Emory University. Prior to his present position, he was at the University of Southern California (7 years); at the University of Illinois (15 years), and on the faculty of Columbia University (5 years), as well as the M a s s a c h u s e t t s I n s t i t u t e o f Technology (2 years). Dr. Sheth is nationally and internationally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy and geopolitical analysis.

Professor Sheth has worked for numerous industries and companies in the United States, Europe and Asia, both as an Advisor and as a Seminar Leader. His clients include AT&T, BellSouth, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool and many more. He has offered more than a thousand presentations in at least twenty countries. He is also on the Board of Directors of several public companies including Norstan (NASDAQ), Cryo Cell International (NASDAQ) and Wipro Limited (NYSE).

Dr. Jagdish ShethFounder Academy of Indian Marketing

Chief Mentor, IMS 2013

Social MarketingBridging Business and Society

March, 15-16, 2013

Day I (March 15, 2013)

9.00am to 9.30am Registration

9.30am to 11.00am Inaugural Session Theme of the Seminar : Prof. Dhruva Chak, Summit Convenor, and Area Head, Marketing, BIMTECH Welcome Address: Director, BIMTECH Inaugural Speech: Chief Guest Keynote address: Dr Jagdish Sheth, Founder, AIM and Charles H Kelldstat Professor of Marketing, Emory University

11.00am to 11.30am Tea and networking

11.30am to 1.15 pm Technical Session IBusiness Challenges faced by organizations in embracing the concept of Social Marketing“Companies can create economic value by creating societal value. There are three distinct ways to do this: by re -conceiving products and markets, redefining productivity in the value chain, and building supportive industry clusters at the company’s locations. Each of these is part of the virtuous circle of shared value; improving value in one area gives rise to opportunities in the others. The concept of shared value resets the boundaries of capitalism. By better connecting companies’ success with societal improvement, it opens up many ways to serve new needs, gain efficiency, create differentiation, and expand markets”. (Porter and Kramer).

Social Marketing is an integral part of Creating Shared Value. However, embarking on this path presents several challenges. This session will explore how companies have identified and negotiated these challenges successfully.Moderator : Prof VN Bhattacharya, Strategic Consultant and Visiting Prof. IIM BangaloreSpeakers: Mr Himanshu Manglik, Director Business Community Foundation & VP Corporate Communications Nestle Mr Mehmood Khan, Rasuli Kanwar Khan Trust Mr Alok Bharadwaj, Executive Vice President, Canon

1.15pm to 2.00pm Lunch

2.00pm to 4.00pm Technical Session IIIntegrating Media, Communication and Technology for Effective Social Marketing“Social media platforms offer tremendous opportunities to engage our audiences deeply and wisely. However, we can’t approach social media with the same old mindset, and treat these channels like cyber brochures that we push to people. Social media is about meeting our audiences where they are both in cyberspace and in their

daily lives, engaging them as part of the solution and listening. That being said social media still needs to be grounded in good strategic planning, as part of the marketing mix.” (Mike Newton Ward, Social Media Consultant).

This session will explore how companies can integrate media, communication and technology harmoniously to produce meaningful messages to reach their target audiences and thus influence their behaviours for good. The session would focus around the services and solutions provided by ICT service providers while facilitating organizations to embed and enhance their efforts in Social Marketing.Moderator : Mr. Amit Agnihotri, Chairman, MBA UniverseSpeakers: Mr Brahmanand Singh, CEO, Mobius Films Mr Ashutosh Chaddha, Director - Corporate Affairs South Asia, Intel Mr Arup Datta, Managing Partner, Raad Consulting Partners

4.00pm to 4.30pm Tea and Networking

4.30pm to 6.00pm Technical Session IIIBuilding Social Marketing into the Corporate DNA This session will feature a discussion involving academics and practitioners on how Social Marketing can be woven into the very fabric of an organization and become an integral party of strategy rather than be considered a peripheral activity.Moderator : Prof Madhukar Shukla, Chairperson, Fr Arrupe Centre for Ecology & Sustainability, XLRISpeakers: Mr Sameer Chaturvedi, CEO, Jaipur Rugs Mr Suhash Apte, Partner - Blue Earth Network; Retired Chief Sustainability Officer - Kimberley Clark Mr Rajeev Saxena, Head of Social Performance and Human Rights Reporting, Mazars India

Day II (March 16, 2013)

9.30am to 11.00am Technical Session I Corporate Social Initiatives for Community well – being“There are clear signs of stress around the world, coming from the “other 99%”. A billion people still go to bed hungry. A child dies of starvation every six seconds. Our form of capitalism has brought us far, but it hasn’t solved everything. We think that businesses that are responsible and actually making contributions to society a part of their business model will be successful”. (Unilver CEO, Paul Polman).

“When we come out of the fog, this notion that companies need to stand for something_ they need to be accountable for more than just the money they earn- is going to be profound. (Jeffrey Immelt, Chairman and CEO, General Electric, November, 2008 at the Business for Social Responsibility Conference).

This would be an experience sharing session wherein practicing executives would discuss their experience in conceiving, implementing and sustaining CSR related initiatives especially from the perspective of seeing value creation for organizations that have embarked on the path of creating shared value as a strategic intent.Moderator : Mr. Umesh Anand, Editor, Civil SocietyParticipants : Winners of FICCI / SEDF Business World competition 1. Deepak Nitrite Ltd. - Ms. Archana Joshi, Director 2. IAB TataTeleservices - Mr Abdul Raheem, IAB Ventures 3. SRF Ltd. - Mr Suresh Reddy, Director

11.00am to 11.30am Tea and networking

11.30am to 1.00pm Technical Session II The Game Changers: Success Stories of Social Entrepreneurs“Business are not the only players in finding profitable solutions to social problems. A whole generation of social entrepreneurs is pioneering new product concepts that meet social needs using viable business models. Because they are not locked into narrow traditional business thinking, social entrepreneurs are often well ahead of established corporations in discovering these opportunities. Social enterprises that create shared value can scale up far more rapidly than purely social programs, which often suffer from an inability to grow and become self-sustaining. Real social entrepreneurship should be measured by its ability to create shared value, not just social benefit”. (Porter and Kramer)

This would be an experience sharing session wherein a variety of Social Entrepreneurs would provide insights into what goes into being, in the words of NR Narayan Murthy, “agents of change using their imagination and determination to achieve what others never dared”. It would also depict how social enterprises have become the last mile drivers for the CSR efforts of corporates while attempting to attain their goals of shared value.Moderator : Prof Ravi Sinha, Professor and Chairperson,Centre for Social Innovation, BIMTECHSpeakers: Mr Vijay Pratap Singh, Founder & CEO Ekgaon Technologies Mr Kumar Ankit, Co-founder & Executive Director Green Leaf Energy Pvt Ltd Dr Sushil Sharma, Founder and Chairman, Aarohi Mr Avinish Jain, Grameen Danone Food Ltd.

1.00pm to 2.00pm Lunch

2.00pm to 3.00pm Technical Session IIIThe New Imperative : Making your CSR spend Work“The Companies Bill to be introduced in Parliament in this session has specified that 2 per cent of net profit of every company must be spent on CSR. The Bill says the companies will have to “ensure” that they spend 2 per cent of their net profits ( within certain parameters as laid out in the bill) on such activities and in case they fail to do so, they will have to provide an explanation to shareholders.” (The Financial Express Dec 5,2012). This would amount to over Rs 10,000 crores.

This session will explore how India Inc. can utilize the monies generated by this mandate in a purposeful manner. As such, it would be of immediate interest to all Corporates which would now fall under its sweeping purview.

Moderator : Dr A.K Singh, Director General, CAPARTSpeakers: Ms Divya Rajput, Head - Center for Business Innovation & IT Services, Indian Institute of Corporate Affairs Mr Ashok Chakravorty, Additional GM, CSR, NTPC Ltd.

3.00 pm to 3.45 pm Concluding Session and Valedictory The Way Forward : Mr Pradeep Kashyap, Founder and CEO, MART

This session would attempt to draw up a road map for the future that would be useful for all stakeholders involved in the process of Social Marketing.

3.45pm to 4.00pm Vote of Thanks

For details, contact:

Registration Fees

Birla Institute of Management Technology

Ms Veenu Sharma - Mobile : +91 - 9717336751

Ms Richa Singh - Mobile : +91 - 9999463752

Phone +91 -120 - 2323001 - 10 (Ext 413)

Email : ims@bimtech.ac.in

Corporate/SME/Industry : Rs. 5000.00

20% discounts for AIM members

Special offers can be considered for more than one participant from the same organization.

The Registration fees includes two days access to the summit, summit kit, Tea /coffee and Lunch for both the days at the venue.

Plot No 5, Knowledge Park II, Greater Noida, U.P. -201306

URL : www.bimtech.ac.in/indianmarketingsummit

Academy of Indian MarketingAcademy of Indian Marketing ( AIM ) is the apex body

of all top B - Schools of India. Co-founded by eminent

marketing guru Dr. Jagdish N.Sheth along with

Prof. S.Neelamegham, Dr. V.Kumar and Rajeev Karwal

primarily to facilitate doctoral research and faculty

development programs in the area of marketing in

emerging markets.

Vision : The Academy of Indian Marketing aspires to

become the world’s leading research and practice

driven academic organization recognized for creating

and disseminating unique marketing perspectives for

India and other emerging markets.

Mission :

• To foster academic research unique to emerging

markets.

• To become a catalyst between the academics and

practitioners in creating and disseminating

marketing perspectives unique to emerging

markets.

• To make marketing a positive societal force with

unique perspectives on the role of NGOs and

public/private partnerships.

• To encourage students and academic scholars

from diverse disciplines to focus on marketing

perspectives unique to emerging Markets.

Birla Institute of Management TechnologyThe Birla Institute of Management Technology

(BIMTECH) was established in 1988 under the aegis of

the Birla Academy of Art and Culture. The Institute is

supported by the B.K. Birla group of companies. Dr.

(Smt.) Sarala Birla, Chairperson of Birla Academy and

Syt. B K Birla, Chairperson of the B K Birla Group of

companies are the founders of our business school.

The Institute is governed by an eminent Board of

Governors mostly drawn from the top echelons of

industry.

The fully residential campus of Birla Institute of

Management Technology (BIMTECH) is located in the

National Capital Region (NCR). Its ambience is

predominantly green. The institute has an enviable

infrastructure fully connected with Wimax facility.

Over 60 faculty members with brilliant academic and

industry track records engage the students. Their

efforts are supplemented by inputs from guest

faculty serving the industry in senior positions

working in manufacturing, trading, financials,

operations etc. In addition, young research fellows

are engaged in carrying out research in industry

relevant issues.

The academic pursuits of students are fully supported

by a modern, well stocked library and seven state-of-

the-art data bases. BIMTECH has international

academic tie ups with several leading European,

American and Asian centres of management

education under which there is a regular exchange of

students and faculty.

BIMTECH offers two year AICTE approved post

graduate courses - PGDM, PGDM (International

Business), PGDM (Insurance Business Management),

PGDM (Retail Management) and PGDM (Sustainable

Development).

The Centre for Research Studies conducts doctoral

and post-doctoral programmes and academic and

industry focused researches. It has been one of the

earliest centres of its kind in private business schools

in the country. The centre has influenced policy and

structure in many organizations through its research

output. The programme is offered in collaboration

with University of Mysore, Mohan Lal Sukhadia

University, Rajasthan and University of Assam,

Silchar.

BIMTECH has been able to establish strong industry

linkages through its Management Development

Programmes, short term projects with industry,

colloquiums etc. organized with industry and

research bodies.

BIMTECH is a mini-India in itself. It has students hailing

from almost all the states of India, and also from a few

foreign countries. It is this mix of nationalities, cultural

b a c k g r o u n d s , a c a d e m i c a n d p r o f e s s i o n a l

experiences, which makes BIMTECH one of the most

exciting and enriching business schools in the country

today.

Name(s) of Participant(s):

Name & Address of Organization:

Landline: Mobile: Fax :

E-mail :

Details of payment: Demand Draft or Bankers Cheque Payment to be made in the name of 'Birla Institute of Management Technology' payable at New Delhi.

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Organized by:

REGISTRATION FORM

Venue : India International Centre, New Delhi

Fees Structure (per participant)Corporate/SME/Industry : Rs. 5000.00 (20% discounts for AIM members)

Special Discount2-5 participants from same organization : 10%More than 5 participants from same organization : 15%

Early Bird Discount of 10%, if registered before February 15, 2013*The Registration fees includes two days access to the summit , summit kit, Tea /coffee and Lunch for both the days at the venue.Note - Only one discount will be applicable at a given point of time.

Birla Institute of Management TechnologyPlot No-5, Knowledge Park-II

Institutional Area, Greater Noida - 201 306

Phone: +91-120-2323001- 10

Fax: +91-120-2323022 / 25

Website: www.bimtech.ac.in/indianmarketingsummit

For details, contact:

7 Social MarketingBridging Business and Society March, 15-16, 2013

Ms Veenu Sharma - Mobile : +91 - 9717336751

Ms Richa Singh - Mobile : +91 - 9999463752

Phone +91 -120 - 2323001 - 10 (Ext 413)

Email : ims@bimtech.ac.in

Bridging Business and Society