Point of Purchase - - CONTENTS - Fairy Dharawat

How best to tap the con­sumer and the shop­per? What are the threats, pos­si­bil­i­ties and the weak­nesses that the POP in­dus­try faces to­day? How best to lever­age e-com­merce? These were some of the ques­tions taken up at the POPAI In­dia An­nual Gen­eral Meet­ing held in Mum­bai re­cently. Point of Pur­chase re­ports.

The ninth An­nual Gen­eral Meet­ing of POPAI In­dia was held on 6th July 2012 Fri­day at Ho­tel Orchid Mum­bai. The event, which is or­gan­ised and held by POPAI In­dia to thrash out new plans and raise bench­marks for the in­dus­try, was well at­tended by the who’s-who’s of the POP in­dus­try.

Guest speaker, M Subhran­shu Singh, Visa Mar­ket­ing Di­rec­tor of In­dia & South Asia, shared with the POPAI mem­bers a list of key points re­gard­ing shop­per mar­ket­ing in his lively pre­sen­ta­tion on the ‘Road ahead for the POP in­dus­try.’ In­ter­est­ingly, he brought to light the am­bi­gu­ity that ex­ists in the terms ‘shop­per mar­ket­ing’ and ‘con­sumer mar­ket­ing’. Ac­cord­ing to him, while there is no clear def­i­ni­tion dis­tin­guish­ing the two, it is also an in­di­ca­tion for the in­dus­try to adopt new meth­ods/tools to un­der­stand the con­sumer and the shop­per.

To­wards the end of the ses­sion, Singh also high­lighted some key fac­tors in the in­dus­try that rep­re­sented weak­nesses, threats and pos­si­bil­i­ties. “Mes­sag­ing and brand­ing is lost due to over­selling, and the con­sumer re­al­ity is that the new shop­per is a cau­tious and so­cial shop­per. And hence their choices are led by many fac­tors not con­sid­ered by the POP in­dus­try,” pointed out Singh and ac­cord­ing to him, all these fac­tors have to do with the in­creas­ing role of tech­nol­ogy to­day: dig­i­tal­iza­tion of con­sumers, their con­stant con­nect through the so­cial net­work­ing sites and the emer­gence of e com­merce.

Singh was in fact quite vo­cal about the fact that e com­merce is not be­ing used to its full po­ten­tial in In­dia and that if the in­dus­try wants to cre­ate new stan­dards, then ecom­merce is an in­evitabil­ity.

Well, all in all, it was an en­gag­ing and in­sight­ful ses­sion that saw the POPAI mem­bers ex­chang­ing ideas on new innovations and pos­si­bil­i­ties for the fu­ture.

The AGM also saw the for­ma­tion of six new com­mit­tees in the fol­low­ing ar­eas:

1. Pub­lic Re­la­tion & Mar­ket­ing Com­mu­ni­ca­tion

2. On­line Train­ing Pro­gram

3. Event and Ac­tiv­i­ties

4. OMA Awards

5. Shop­per Mar­ket­ing In­sight

6. Stan­dard Oper­at­ing Pro­ce­dure


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