Marketig Mix & Negotiation | Gowthaman Ragothaman at SIMClairvoyance 2011

Gowthaman Ragothaman, Managing Director of Mindshare shared his thoughts, perspectives and industry knowledge at SIMClairvoyance’11 on 20^th August, 2011. He spoke about redefining the relation between consumers, advertising and media platforms.

Mr Ragothaman, a management graduate from BITS-Pilani has ensured that Mindshare maintains its position over the last 3 years and has been recognized as one of the 100 most influential media and entertainment personalities across the world.

Ragothaman discusses advertising as a dynamic and intoxicating medium. It has developed into an extremely personal form of communication where it has moved from a form of mass media to one on one interaction. Today advertisers are able to pin down their consumers to the individual, know his likes and dislikes, his wants and desires and meet them. Today technology allows advertisers to look at consumers in a much sharper way. They are now able to look at consumers as individuals and not as a segment.In a bid to access users today, a new concept that has emerged is that of sold and hijacked media, where media hijack sites and advertise on them or sites pay other sites for space.

We used to live in a time when content and commercials were two separate entities, now they seamlessly mix. The way in which media reaches consumers has moved from analog and digital to antennae, cable, STB and DTH to screens, tablets, wireless and broadband. While these platforms have developed, the reality is that they still coexist. Today, media platforms boil down to how portable and how interactive they are. Technology is now starting to redefine media. 

Ragothaman closes his session saying that the four P’s: Place, Price, Product and Promotion are now up for negotiation. He believes that it is not about ideas and planning - Brands happen when and where the consumer wants it – on demand.

(with inputs from  Gauri Gupte, MBA Batch 2013)