PCBL participates in CII Brand Conclave 2019 as ‘Strategic Partner’

Phillips Carbon Black Limited had participated as the ‘Strategic Partner’ of the 18th edition of the CII Brand Conclave, the biggest brand management workshop held in India on 18th December 2019, at JW Marriott, Kolkata.

Attended by the PCBL Team, the workshop “Why things Catch on”, was conducted by the internationally renowned Viral Marketing Guru, Jonah Berger, Associate Professor – Marketing, Wharton School (University of Pennsylvania).

An internationally bestselling author of multiple books, Prof Berger has published dozens of articles in the top-tier academic journals and popular accounts of his work often appear in The New York Times, Wall Street Journal, and Harvard Business Review.

The interactive ‘Marketing Master Class’ with Prof Berger covered various topics under Viral Marketing - the importance of the ‘Word Of Mouth’ (WOM) concept and secret science behind it; Social Transmission, Catalyzing the process of changing people’s minds and behavior, Invisible Influence impacting consumer behavior and so on.

Prof Berger spoke about ‘trust’ being the key aspect of WOM, which can generate more than twice the sales or advertising; ‘Digital Targeting’ being more effective than offline marketing; the need to analyze as to how a firm can make its customers do publicity for its brands, make them the brand ‘Advocates’ since 91% of WOM comes from the existing business and so on. It proved to be an insightful workshop for all the attendees from the B2P (includes both B2B and B2C) industries.