Home / News / ” Mercatique 2017 – Marketing in a VUCA World” Conclave at XIMB

” Mercatique 2017 – Marketing in a VUCA World” Conclave at XIMB

6th August 2017, Bhubaneswar

MAXIM, the Marketing Association of XIMB organized their annual business conclave “Mercatique 2017” on 6th August 2017, Sunday, 9 am. The topic of discussion for the conclave was “Marketing in a VUCA World”. The speakers for the occasion were Ms. Sujata Dwibedy, Ms. Ritu Gupta, Mr. Amit Tiwari and Mr. Vijay Jacob.

Prof. Mridula Mishra, the moderator for today’s conclave declared the forum open for discussion by asking “How well these lessons apply to today’s rapidly changing environment?”

Ms. Ritu Gupta, Director-Marketing, Consumer and Small business at Dell India Inc., was the first speaker of the day. She started her speech by explaining the concepts of VUCA. Then by giving examples of Roger Federer and Nokia, she quoted “VUCA is not same for everyone. It depends on how you choose to perceive it.” Talking about PC penetration and her experiences in Dell she also cited how effects of demonetization and GST would make the VUCA sound more relatable in the marketing and business scenario.

The next speaker was Mr. Amit Tiwari, Vice President, Marketing Havells India. Putting forth his points through videos, Mr Amit Tiwari stressed on the importance of consumers in the market. He quoted “Change is constant in VUCA. Change starts with Consumers, who should be the center of every marketing plan”. By giving models of CDJ, he cited that the 3Ts of Marketing, Technology, Trend and Time are constantly changing. A very new concept “MarTech” where the traditional marketing meets technology and real time servicing was introduced by him to the audience.

The third speaker of the day, Ms. Sujata Dwibedy, Executive Vice-President, Carat Media Services, gave a completely different angle to the discussion by bringing in how the term VUCA was experienced in the media and advertisement segment. She cited examples of Cadbury Silk Oreo and Maggi and how they changed their marketing strategies from time to time to deal with the dynamics of the ever changing market. She stressed on the fact how targeting is one of the most important factors of any product development.

The last speaker of the day, Mr. Vijay Jacob, Sr. VP and Country Head at Commonwealth McCann, came up with very interesting case studies to validate his stand on the topic for today. Be it the Paytm’s strategy after Demonetization or Saffola’s “Heart’s age” movement, he brought out how these big brands had dealt with VUCA in their own way.

The speeches were followed by an interactive question and answer session with the audience. The event concluded with a vote of thanks, given by Professor Mridula Mishra. The event also marked the release of “MAXIPRESS” marketing journal by Team MAXIM, XIMB.



Xavier University, Bhubaneswar (XUB) was established in accordance with the Xavier University Act 2013 and was inaugurated on the 7th of July 2014. The University is India’s first digital University and an institution of higher learning for imparting professional and technical education. It is a self-financing institution of higher learning for imparting professional and technical education. XUB offers its Masters in Business Management through its flagship school, XIMB. It also offers Masters in Human Resource Management through Xavier School of Human Resource Management, Rural Management through Xavier School of Rural Management, Sustainability Management through Xavier School of Sustainability and graduate programme in commerce through Xavier School of Commerce.


XIMB, a 29 years old business school of global repute is the Flagship School of Xavier University. Inspired by the Jesuit spirit of ‘Magis’, or excellence, XIMB strives to be a premier institute globally recognized for management education, training, research, and consulting that help build a just and humane society. The Institute today has become widely recognized for its excellence in imparting management education. It is counted among the leading management institutions in the country.

For more information please contact:

IlluminatiX, Media & PR Cell of XIMB

Email: [email protected]

Phone No: +91 9658487219

Check Also

e-Biz Portal: One-stop shop for Investors to avail all services of Central Government for doing business

e-Biz is an online service portal launched by the Government of India in 2013 as ...

Leave a Reply

Your email address will not be published. Required fields are marked *