The Marketing Club at St. Joseph’s Institute of Management (SJIM) organized a Marketing Conclave on 21st September. This year's Conclave centered around the theme, “Research Offline, Buy Online”. The buying behavior of customers is changing. Customers tend to research products and visit brick-and-motor stores to get a feel of products. However, in several cases customers end up buying the same products from online stores at a much cheaper rate. Therefore, students of the Marketing Club at SJIM, headed by student coordinator Mrudhul George, organized a conclave to discuss the impact of this changing consumer behavior in India.

The distinguished delegates included speakers from the industry, who have distinct perspectives on the theme of this year’s Conclave. The speakers included Mr. Nishadh Amonkar, SaaS Sales & Marketing Leader at Little Internet Private Ltd; Ms. Juhi Singh, Consumer Research Champion at Myntra; and Mr. Venu Reddy, General Manager at IDC CCR.

Mr. Venu spoke about how consumer behavior has changed from research online buy offline, to research offline buy online, and is progressing towards research offline-and-online but buy online. Mr. Nishadh touched upon newer technologies in the area of marketing and how they are changing the landscape of consumer behavior today. Ms. Juhi, using many visualizations especially of the brand Roadster, spoke on the theme from the perspective of a completely online retailer, Myntra, that decided to go offline as well.

In the vein of marketing promotions, the students of the Marketing Club, with the help of a student-magician Sundar, also included marketing-related comic relief as a “commercial break” between the events of the conclave.

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