CRICOS Provider Code 00113B

7th SIMSR Asia Marketing Conference

January 6th & 7th, 2012 (Friday & Saturday)

CALL FOR PAPERS

Organized by K. J. Somaiya Institute of Management Studies & Research, Mumbai, India

Academic Partners

School of Management, Asian Institute of Technology, Bangkok, Thailand

College of Business and Public Administration, California State University, San Bernardino, USA

Deakin University, Australia

About the Conference Marketing Unbound: “Imagination is everything. It is the preview of life’s coming attractions”. Albert Einstein. More than ever before, the statement of Albert Einstein is extremely relevant in today’s business environment, where boundaries of all business functions and consumers are being demolished. Marketing, which is the closest function to customers, is the most impacted area. Technology and changing consumer profile and behavior have provided opportunities for path breaking innovations and hitherto unthought-of possibilities for identifying and serving new & old consumer needs, and developing strategies to strive and thrive in the market place. Classic, pristine marketing is moving from the traditional to the hitherto unchartered areas of the digitalized world. Newer competitors are creeping silently into every area of marketing and taking away the high ground from brands that have held their space before. How will the traditional marketer compete with such New Invaders? What do we understand of strategies that have worked or not worked under these conditions? One-on-one customized marketing is all around us. Need fragmentation and customer individuality and self-concept has been driving companies to micro segment markets for better brand pull-through and value migration. How has customer engagement and experiential marketing been spiked using marketing and communication strategies involving the heart, the mind, and the senses of the customers to deliver a compelling brand experience? All elements of marketing are

undergoing a paradigm shift, some major changes are:

Product:

Technology has made it possible for the companies to launch greater variety in products and services at very fast speed. They are not only making the product lifecycle very short, almost to a dot, but also the classic pattern of product lifecycle is no longer applicable in most categories. This is especially visible in categories like mobile phones and movies where the lifecycle of the mobile or movie could last between few weekends to a few months. The trend of hybrid products/services is the order of the day. Combination foods like “Chinese Bhel, Chinese Samosa, Paneer Tikka Pizza, Idli Manchurian“are the new items on the menu card of restaurants. Product convergence due to technological advances has become another major challenge for companies in defining their competitors.

Brand:

Brands are an important asset and a major source of revenue for companies. They are becoming more ubiquitous - nationally and internationally. With an unfettered customer environment and markets with borderless economies, how does a global brand build relevance to the local customers and still maintain its national / global Identity. E.g.: for global banks and companies like HSBC, McDonald’s and Kentucky Fried Chicken (KFC), how should they create new products, product delivery and communication, within the backdrop of customer needs, culture, and marketing infrastructure and government regulations?

Retail:

Global retail chains are seeing opportunity in emerging markets like India, China, Brazil and others. Are the original country strategies relevant and conducive to success in such markets? What are our key learning’s and findings? How has international biggies tackled the problems of culture, buying parities, quality of product and services, service delivery, people and their management, nuances of product development and acceptance, private label branding and management, value delivery and retail store brand positioning?

Distribution:

From a single channel to mandatory presence across different distribution channels including online presence, the function of distribution presents tremendous challenges and opportunities for the companies. With convenience and ease of purchase becoming the biggest requirement for a consumer, what strategies do companies follow to tackle these issues? Is de-intermediation the new mantra?

The Digitalized Customer:

With technology becoming a big enabler, not only for communication but for consumer connect, newer and more value creating opportunities are emerging for the new wave marketers. But how should the traditional marketing organizations contend with such changes? What is our understanding of the new wave and the not-so-new wave marketing organizations and their parameters of success in the shifting marketplace? Understanding the implications of the Long Tail has benefitted the new wave marketers through the

customers, their specific and diverse needs, effect on retailers, marketers’ thinking and strategies, the marketing researchers, the digitalized communication media world, newer and more cost effective distribution channels, etc. What is our understanding of these new frontiers that is going to unfold in the next few years?

Pricing:

Value delivery has always been the capstone of great marketing success. How can the price-value equation be altered, changed, and amended into a strategic thrust by transposing the traditional value chain onto the virtual value chain? Does such a hybrid value creating system compellingly drive value creation for the customer, the company and the shareholders by value delivering through effective pricing and efficient distribution or both?

Integrated Communication Management:

The digitalized world has had the maximum impact on Marketing Communication and Promotion. Emerging markets such as India are seeing a

tremendous surge in the adoption and use of digitalized media.

a. How does the digitalized medium help in enhancing the delivery of a holistic communication experience to the customer in emerging markets?

b. What are the new strategies and metrics that are evolving to ensure greater marketing productivity and measurement systems, enabling the marketers to better understand marketing ROI?

c. How versatile is the new digital / social media and its effect in brand building /creating long term customer value?

Conference Objectives To offer a platform for marketing practitioners, academicians and researchers to:

1. Analyze and share their knowledge and experience of cutting edge innovations in marketing.

2. Discuss possible strategies and strategic options to overcome the challenges of technology, competition, and changing consumer profile/behavior.

3. Analyze, understand and develop strategies to cope with the ever changing marketing landscape.

For Whom 1. Marketing Academicians 2. Marketing Practitioners 3. Doctoral Students 4. Marketing Researchers

Venue K.J. Somaiya Institute of Management Studies & Research,

Vidyavihar (East), Mumbai – 400 077, India Website: http://simsr.somaiya.edu Email: simsrasiamktg@simsr.somaiya.edu / simsrasiamktg@gmail.com Phone: +91 22 6728 3000 / 3050 (Board) Fax: +91 22 2102 7219

Important Dates Abstract submission: September 15

th, 2011

Communication of acceptance of abstract: September 30

th, 2011

Submission of full length paper along with registration form & fees: October 30

th, 2011

Conference Inaugural: January 6th

, 2012 (Friday) Valedictory Session: January 7

th, 2012 (Saturday)

Suggested Areas:

Brand Management

Consumer Behavior

Corporate Social Responsibility

Customer Relationship Management

E-commerce

Innovations in Marketing / Innovations in Sales /Distribution / Product Development

Integrated Marketing Communications

Marketing to New Emerging Segments

Positioning and Re-positioning Strategies

Pricing Innovations

Retailing

Rural Marketing

Services Marketing

Social Marketing

Social Media Network Marketing

Any other marketing related areas

Registration Fee Registration Fee for the Conference (includes Conference Kit, Lunch, Dinner, and Tea & Snacks) Academia (Indian) INR 5,000/- Academia (Foreign) US $ 150/- Industry Executives INR 7,500/- PhD Scholars (Indian) INR 2,500/- PhD Scholars (Foreign) US $ 75 Management Students INR 500/- Fee for the Somaiya Guest House Accommodation (if required by the participant) Single Seater A/C Accommodation (per day): INR 2,000/- Single Seater NON A/C Accommodation (per day): INR 1,500/- Twin Sharing A/C Accommodation (per day): INR 1,500/- Twin Sharing NON A/C Accommodation (per day): INR 1,000/-

Organizing Committee

Dr. Monica Khanna – Conference

Chairperson Professor -

Marketing Management monicak@simsr.somaiya.edu

Mobile +91 98206 03002

Prof Isaac Jacob – Co-Chairperson Professor & HOD –

Marketing Management isaacjacob@simsr.somaiya.edu

Mobile: +91 98201 56900

Prof Kiran Sharma Assistant Professor –

Marketing Management kiransharma@simsr.somaiya.edu

+91 98698 38228

Prof Bhagyalakshmi Venkatesh Assistant Professor –

Marketing Management bhagi@simsr.somaiya.edu

+91 98208 86548

Prof Brajesh Bolia Assistant Professor –

Marketing Management brajeshbolia@simsr.somaiya.edu

+91 97028 02460

Organizer K.J. Somaiya Institute of Management Studies & Research (SIMSR), Mumbai, India

Established in the year 1981, K.J. Somaiya Institute of Management Studies & Research (SIMSR) has been ranked 9

th among the business schools of India

(Business World dated June 27th

, 2011). An Institute of excellence, SIMSR is part of the Somaiya Vidyavihar Trust which is among the biggest private educational trusts in India. SIMSR has academic affiliations with prominent business schools across the world, conducts research, has an active social cell, strong industry linkages and state of the art infrastructure. The Institute conducts Doctoral Programs in Management of the University of Mumbai and SNDT’s Women’s University, several full time and part time Masters / Post Graduate Programs in Management including PGDM EXEC program for Executives with 5 years experience. It conducts management development programs and undertakes consultancy assignments for corporate. It is setting up two Centers of Excellence in the areas of Business Research and Financial Markets, in which it will strive to undertake research in these areas and disseminate knowledge to practicing professionals and academicians. The Institute is increasing its focus on research and consultancy. The Institute’s peer reviewed research journal “Synergy” and the SIMSR-Asia International Marketing Conference is continuously attracting better quality research papers from academicians and professionals from India and abroad. The Institute is going through the process of international and NBA accreditation process, which is likely to be completed during the year. The Institute is also increasing its focus on socially relevant activities through its faculty and students, and endeavors to play a meaningful role in the fraternity of professional management education. The vision of the Institute is to be amongst the top 100 B-schools in the world by the year 2025.

ADVISORY COUNCIL

Dr Suresh Ghai Director General

K.J. Somaiya Institute of Management Studies & Research, Mumbai, India

Dr Satish Ailawadi

Director K.J. Somaiya Institute of Management Studies

& Research, Mumbai, India

Mr. Anand “Andy” Halve Director, Chlorophyll

Prof Frank M. Lin

Professor – Information & Decision Sciences College of Business & Public Administration

California State University San Bernardino, USA

Prof Ken Howell

Lecturer in Marketing and Management Deakin University, Australia

Mr. M.G. Parameswaran Executive Director & CEO

Draftfcb + Ulka, Mumbai, India

Dr Rajendra Nargundkar Director, IMT, Nagpur

Dr Rian Beise-Zee

Associate Professor & Coordinator –Ph.D Program,

Asian Institute of Technology, Bangkok, Thailand

Prof Vipin Gupta

Professor and Co-director, Global Management Center College of Business &

Public Administration, California State University, San Bernardino,

USA

Academic Partners School of Management, Asian Institute of Technology, Bangkok, Thailand Established in Bangkok in 1959, Asian Institute of Technology (AIT) has become a leading postgraduate institution for South and Southeast Asia. AIT promotes technological change and sustainable development in the Asian-Pacific region through higher education, research and outreach and is actively working with public and private sector partners throughout the region and with many universities in the world. Recognized for its multinational, multi- cultural ethos, the Institute operates as a self-contained international community at its campus located 40 km (25 miles) north of Bangkok, Thailand. The School of Management (SOM) at the AIT was established in October 1987 to meet the growing need for managerial expertise in the Asia – Pacific region. The School prides itself for having world class academic and professional programs. The School is offering a full time MBA Program, a part-time Executive Masters (EMBA) and a PhD Program as well as a Doctor of Business Administration (DBA) Program. SOM is ranked among the best MBA programs of Southeast Asia. The School of Management strongly believes in the need for intensive development of socially responsible corporate leaders for Asia. Currently SOM provides specialization in CSR and Entrepreneurship among other areas. The courses at SOM are taught by faculty from over 15 nations. SOM currently has students from over 30 countries and various academic backgrounds enrolled in its programs. In every case study, group work and assignments, the students work in groups with students from 3 or more different nations. The bonds formed by the students during their stay in SOM have proved as important as the knowledge and skills they gain. At SOM we stress on ethics and moral values as much as the need to produce managers who can drive their organizations to profitability and prosperity.

Deakin University, Australia Scholastic excellence, top quality research, industry partnerships and tailored courses are some of the key factors that makes Deakin one of the fastest growing, relevant, innovative and a responsive Australian University. Deakin offers wide range of courses at the undergraduate and postgraduate levels through its state-of- the-art campuses in Melbourne, Geelong and Warrnambool. Most of the courses have a built-in work component or internships, which provide practical relevance to the degree. Its exceptional student support system is dedicated to provide logistical support and career advice including placement assistance to create an environment for students to work in a team, communicate in diverse environments and work independently. Deakin's alumni are successfully placed with renowned organizations across the globe. Amongst the recent accolades won by the University, Deakin's MBA and MBA (International) have received a 5 star rating from the Graduate Management Association of AUSTRALIA (GMAA). In an endeavor to provide financial assistance to Indian aspirants, the University is offering Bursaries for students interested in applying for November 2011 and February 2012 intakes. Selection is based entirely on first come- first served basis. Deakin has been the first Australian university to establish its presence in India. It has an India office based in New Delhi for more than a decade now that provides assistance and counseling for courses, fee, scholarships, and accommodation to its Indian aspirants. For more information, please write to us at di-india@deakin.edu.au or Call: 011 26544700

The College of Business and Public Administration, California State University, San Bernardino, USA The College of Business and Public Administration (www.cbpa.csusb.edu) at California State University, San Bernardino (CSUSB) is accredited by the Association to Advance Collegiate Schools of Business (AACSB) International. It serves more than 4,000 students a year, through its bachelor's and master's programs. It comprises of five academic departments - management, information and decision sciences, finance and accounting, marketing, and public administration. The College has been ranked by the European CEO magazine (2011) among the four most innovative business schools in the USA, and among the eighteen in the world. It has four centers of excellence: entrepreneurship (with a program ranked in top five of the USA), transportation, information security, and global management. Building on a tradition of close student contact with faculty, staff and administrators, CSUSB is committed to making a positive difference in the lives of its students and the communities it serves by providing learning opportunities driven by teaching and research excellence, intellectual interaction and creativity. CSUSB is part of the California State University system, the largest system of higher education in the United States, serving more than 400,000 students, with some 22,000 faculty and approximately 2 million alumni. The CSU offers more than 1,800 bachelor’s and master's degree programs in some 240 subject areas.

Guidelines for submission of abstracts 1. Abstract should be between 1500 – 2000 words in MS Word Format excluding references 2. Abstract is to be submitted in soft copy only, at simsrasiamktg@simsr.somaiya.edu/ simsrasiamktg@gmail.com 3. Abstract must include the following:

Title

Purpose

Research Methodology

Key Findings

Managerial Implications of Research

Limitations of the Research

Keywords ( maximum five )

4. Please mention personal details on a separate page to facilitate the blind review process (excluding the 1500 words abstract) as follows:

Name(s) of Author(s)

Title of the Research Paper

Affiliation ( Department & Institute )

Email id, Telephone, Postal Address

Font : Times New Roman, Size 12, Line Spacing 1.5

Criteria for review and selection of abstracts 1. Abstracts will be accepted for review on the

condition that the manuscript has not been copyrighted, has not been published, has not been presented or accepted for presentation at a professional meeting/conference/seminar and is not currently under review for presentation at another professional meeting. A declaration to this effect must accompany the abstract and final paper.

2. Atleast one of the authors must intend to register for, and attend the conference to present the paper if the abstract is accepted.

3. The review of the abstract will be based on the following : Relevance: Is the topic relevant to the overall conference theme? Methodology: Is there depth and rigor in literature review on the topic, secondary data and primary research? Originality: Does the research paper add new knowledge to the body of literature? Managerial Implications: Does the research paper bring out relevant discussion points for practicing managers?

Guidelines for submission of Full Paper 1. Title of the research paper along with :

Name(s) of Author(s)

Title of the Research Paper

Affiliation ( Department & Institute ), email id, Telephone, Postal Address

2. Key words ( maximum 5 words )

3. Abstract of maximum 300 words before the start of the full paper

4. Full research paper should be between 3000 - 5000 words

5. All photographs, charts and diagrams are to be numbered

6. The reference system used should be in APA format. The APA style is available at http://www.wisc.edu/writing/Handbook/DocAPA.html http://owl.english.purdue.edu/Files/34.html

7. References from books, journals, magazines and internet are to be mentioned separately

8. Font: Times New Roman, Size 12, Line Spacing 1.5

PLEASE NOTE THE FOLLOWING:

Registration by at least one author of the selected research paper is compulsory

Payment for conference registration fee is to be made by Demand Draft in favor of “ K.J. Somaiya Institute of Management Studies & Research”, Mumbai

Payment for Somaiya Guest House is to be made by Demand Draft in favor of “K.J. Somaiya Institute of Management Studies & Research Hostel”, Mumbai

Payment can also be made online through credit card at no extra cost

REGISTRATION FORM

7th SIMSR ASIA MARKETING CONFERENCE

Tick the correct category

Indian Foreign Academia INR 5,000/- US $ 150/- PhD Scholars INR 2,500/- US $ 75/- Industry Executives

INR 7,500/-

Management students

INR 500/-

Participant’s Name: Mr. / Ms / Prof / Dr. ______________________________ Designation: ______________________________ Gender: Male / Female Qualifications: ____________________________________ Name of the Organization / Institute: _______________________________ Organization Address: __________________________________________________________________________ Residential Address: _______________________________________________________________________________________________________________ Phone No: _________________________________ Email Address: ______________________________

*Accommodation Required: Yes/No If yes, accommodation is needed in: Somaiya Guest House Within Campus / Hotel Outside the Campus.

1. In case accommodation is needed within the campus, it will be provided on a first come first serve basis. 2. Separate charges will have to be made for Somaiya guest house accommodation within the campus. 3. In keeping with the values of the founders of the Somaiya Trust, the campus is strictly vegetarian, non smoking and non alcoholic.

Payment by Demand Draft Conference Fee: DD No.:_____________ (DD in favor of K.J. Somaiya Institute of Management Studies & Research, Mumbai) Date: ________________ Amount:_________________ Name of the Bank:___________________

Somaiya Guest House Accommodation Charge: No. of days of stay: _____________ Single / Twin sharing: _____________ A/C or NON A/C: _________________ DD No.:_____________ (DD in favor of K.J. Somaiya Institute of Management Studies & Research Hostel, Mumbai) Date: ________________ Amount:_________________ Name of the Bank:___________________

Payment by Credit Card: (Conference Fee and / or Somaiya Guest House Charges) Credit Card Payment Details: Name of the Card Holder: Credit Card Transaction ID: Date: Name: Signature:

*Registration form duly filled in and registration fee should reach us on or before 30th October, 2011. Mail by post/courier to the following address: Dr. Monica Khanna Conference Chairperson 7

th SIMSR Asia Marketing Conference

K J Somaiya Institute of Management Studies & Research, Vidyavihar (East), Mumbai, India, PIN - 400 077 Ph: +91 22 6728 3000 / 6728 3050 Fax: +91 22 2102 7219

About Mumbai City Welcome to the city that never sleeps! Pulsating, Alive, On the Move, Vibrant, Fun -- this is Mumbai or as it is still frequently referred to -- Bombay. The most modern city in India, it captures the spirit of the changing pace set by liberalization and modernization. Mumbai, which was previously known as Bombay is a major metropolitan city of India. It is the state capital of Maharashtra. Mumbai city is known as the business capital of India, it being the country's principal financial and communications centre. The city has the largest and the busiest port handling India's foreign trade and a major International airport. India's largest Stock Exchange which ranks as the third largest in the world is situated in Mumbai. Description about Mumbai cannot be complete without the mention of Bollywood, the biggest Indian film industry which churns out hundreds of Hindi block-busters every year. Where is Mumbai? Mumbai (Bombay) lies on the western coast of India. It is a group of seven islands in the Arabian Sea which lies off the northern Konkan coast on the west of Maharashtra state in India. Climate of Mumbai Most of the year, Mumbai's climate is warm and humid. Between November and February, the skies are clear and the temperature is cooler. From March the temperature becomes warm and humid till mid June, the beginning of monsoon.

Sightseeing in and near Mumbai Gateway of India Marine Drive/ Chowpatty

Siddhivinayak Mahalakshmi Temple Temple

Goa Lonavala

Ajanta Ellora Caves Lakepalace, Udaipur

How to Reach the Somaiya Vidyavihar Campus (By Road)

CLICK TO TOUR