CIM holds 2nd CEO’s Breakfast Forum for 2016

The Chartered Institute of Marketing (CIM) Sri Lanka concluded its second CEO’s Breakfast Forum for the year 2016 at the Hilton Colombo Residences. 

The event brought together nearly 100 top CEOs, marketers, business leaders, CIM fellow members and senior corporate executives; where CIM UK Vice Chair Professor Jonathan Deacon addressed the gathering.

CIM Sri Lanka organises many versatile events such as the ‘CEO Breakfast Forum’ catering to the key needs of its senior members and adding value to the CEOs and membership. As a professional institute CIM places great emphasis in bringing together programs that are topical and relevant targeting the members and the business community. The objective of this program was to highlight emerging themes relating to marketing/business and discuss best business practices and support in making strategic corporate decisions for the future.   

Focusing his remarks from an entrepreneurial approach to marketing Prof. Deacon outlined on four key areas; where are we in marketing in 2016?, warning genius at work, do one thing well and brand building. He emphasised the importance of monitoring the arising opportunities that could be gained by marketers by understanding people, trends and what is likely to change as the world is moving very quickly. 

Marketing in 2016

“Marketing is the most exciting and frightening field to be in as the pace of change is accelerating, while the way people do business is pushing it further. To me, marketing is making things happen. We are actually the campus that drives the businesses and organisations, hence monitoring at the horizon level is imperative to contribute towards developing strategies to face new challenges in highly competitive markets,” he added.

Prof. Deacon further stated that digitisation was just one pathway into marketing and there are some other fundamentals that matter first such as events that took place in the past and being brave about it as they help organisations to move forward in a rapidly changing world. 

“Passive customers are the core developers of wealth. If we do not create they would create it themselves and become ‘prosumers’, which has become a growing trend at present. As marketers we do not have time to be in local markets, time has come to explore opportunities outside the comfort zone via mutual collaborations – being a man to hold that campus is a marketer,” he explained.

Sharing insights on warning genius at work Prof. Deacon stated that anybody could be an entrepreneur but creating value is essential in an organisation as there is a unique interface between marketing and entrepreneurship. 

“Marketing is one area where entrepreneurs can actually define a unique identity for themselves and since marketing is a tool that is available to any business willing to invest in, it is one of the best ways for emerging companies to define their image in the minds of consumers,” he stressed.

Do one thing well

Outlining the significance of doing one thing well Prof. Deacon argued that companies do not need a complex, multifaceted idea to succeed in today’s market.  

“Just pick one thing and do it better than everyone else. These days many of the busiest start-ups are brilliantly basic in concept. Whether you have come up with a completely revolutionary idea or you are building upon a pre-existing one, if it is clear and addictive it will take off with consumers,” he remarked.

He highlighted brand building as an important factor in selling ideas and values in an authentic and creative manner by getting into the mind space of a consumer. 

The enthusiastic session concluded with a lively Q & A session. Presentation of token of appreciation to Prof. Deacon was given by CIM Sri Lanka President Stuart Chapman followed by a vote of thanks by CIM Sri Lanka Chairman Sanjika Perera, who appreciated the support received from sponsors.

The Chartered Institute of Marketing (CIM) UK is the world’s largest professional body for marketing. CIM Sri Lanka is the first international branch of CIM UK comprising the largest number of members, both professional and students of CIM outside the UK. At present it has a very active student base of around 3,000 plus and an active membership base of around 1,000. The overall membership is around 5,000 to whom they are directly responsible for providing a value added service. The regional institute has always campaigned for greater recognition and excellence in the marketing profession in Sri Lanka, through education, training and professional development.

(CDS)  

Pix by Lasantha Kumara

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