|He also highlighted the E-10 formula developed by
Bajaj to build a brand, viz: (E-1) Evolution of a business, (E-2)
Evaluation of your product proposal, (E-3) Experience of your product
with the target customer, (E-4) Engineering or re-engineering your
concept to full scale production (E-5) Enlightening of your product
to your target customer, (E-6) Engaging your target customers to touch,
feel, use, enjoy an criticize your product, (E-7) Engaging the consumer
directly ((E-8) Energising your product periodically, (E-9) Expanding
Target size, (E-10) building everlasting relationship for life with
Trent Ltd GM Himanshu Chakrawarti spoke on "Building a brand".
He spoke on the efforts involved in building a distinguished brands
and creating an awareness of this chain of stores owned by the Tatas.
Interface communications CEO Niteen Bhagwat spoke on "A strategic
approach to advertising". He explained the strategies involved
in the SUV Scorpio, manufactured and sold by Mahindra. He explained
how, all standard advertising norms were overturned by the manufacturer
in selling the SUV as a comfortable city car, a car that could even
be driven by a woman.