BEACON 2014

Ethical Challenges in Marketing: The Power - Responsibility  Equilibrium

We at LIBA are organizing the ninth edition of BEACON 2014 – on the theme Ethical Challenges in

Marketing: The Power - Responsibility Equilibrium on 2nd August 2014 at The Accord Metropolitan,

Chennai. Ethics in Marketing is the core focus of the ninth and this year’s version of Beacon. The main

objective of this year’s edition is to enable our students and many young minds from across the country to

understand and appreciate the aspect of ethics in marketing by listening to speakers of eminence from

industry and academia, share their views and experiences on the topic.

Loyola Institute of Business Administrationin Collaboration with

FICCIOrganises

BEACON-2014

Ethical Challenges in Marketing:The Power-Responsibility Equilibrium

Date : August 2, 2014 Venue: The Accord Metropolitan, T. Nagar, Chennai-600017

Program Schedule

INAUGURAL SESSIONPrayer Song 9:30 am LIBA ChoirLighting of Kuthuvilakku 9:35 am – 9:45 am Dignitaries

Welcome Address 9:45 am – 9:50 am Prof. R. Maria SalethDirector, LIBA

Setting Context and Theme 9:50 am – 10:00 am Rev. Fr. A. M. Francis Jayapathy SJRector, Loyola College

Inaugural address by Chief Guest 10:00 am – 10:30 amMr. T. Chitty BabuChairman & CEO, Akshaya Pvt. Ltd.,Chennai

TEA BREAK - 10:30 am – 11:00 am

TECHNICAL SESSION: IPANELISTS TIME TOPIC

Prof. Suresh Paul AntonyChairperson, PGPM, IIM-Trichy 11:00 am – 11:30 am Consumer Vulnerability: The Case

for Marketing Correctness!Mr. Balaji PrakashBusiness Head, Beverage and Dairy Division, CavinKare Pvt. Ltd.

11:30 am – 12:00 pmEthics in Marketing: Consumer vs. Seller

Mr. Ameeth RajaDirector and Head, Office Services(Chennai and Kerala), CBRE Inc.

12:00 pm – 12:30 pm Ethical Challenges in Real Estate Marketing

Interaction with Audience - 12:30 pm – 01:00 pm

LUNCH BREAK - 1:00 pm – 2:00 pm

TECHNICAL SESSION: IIPANELISTS TIME TOPIC

Ms. Vidya PradeepVice President, Head - Credit Cards -Portfolio Management, HDFC Bank

2:00 pm – 2: 30 pm Ethics in Marketing of Financial Products: Credit Card Perspective

Mr. Pradeep RajadasFounder, Sociall.in 2:30 pm – 3:00 pm Native Advertising 101: The Ethics

QuestionMr. R. Mohan,Assistant Vice President - Business Development, Mediassist India TPA Pvt. Ltd

3:00 pm – 3:30 pm Ethical Marketing of Insurance Products: An Overview

Mr. Mahimm GuptaManaging DirectorPP Merchandising Services Pvt. Ltd

3:30 pm – 4:00 pm Ethics around Men’s Deodorant Marketing

Interaction with Audience - 4:00 pm – 4:30 pm

Vote of Thanks 4:30 pm – 4:40 pm Prof. Victor Louis Anthuvan,Professor of Finance and Dean (Research)LIBA

HIGH TEA - 4:40 pm

Mr. T Chitty Babu

A civil engineer by profession Mr. T. Chitty Babu, is the Chairman & CEO of Akshaya Pvt Ltd., head-quartered at Chennai, primarily engaged in the field of real estate development in the state of Tamil Nadu. Formed in the year 1995 Akshaya Pvt Ltd has an experience of developing over 11.15 million sqft of space since inception.

Implicit adherence to immaculate building practices and governmental regulations led to Akshaya becoming the only developer in our nation to bag the coveted CNBC/CRISIL award for “Best Legal Systems” four times in a row in 2007, 2008, 2009 and 2010. Akshaya has also received the Highest Transparency in real estate award from CNBC / CRISIL for the year 2010. In 2013 Akshaya received from NDTV the Most Transparent Developer in India Award.

Akshaya is an Integrated ISO 9001:2008, ISO 14001:2004, OHSAS 18001:2007 Management Systems and SA 8000:2008 certified company. Akshaya has been rated as a CRISIL DA 3+ rated company.

Mr. T. Chitty Babu is the Executive Committee Member of IGBC, Chairman of COC (Code of Conduct) & CGRF (Consumer Grievance Redressal Forum) of CREDAI (Confederation of the Real Estate Developers Association of India) Member of Royal Institute of Chartered Surveyors (RICS) and he has been a leading light of the real estate industry. In the last decade, he's held many key positions in CREDAI including that of National Secretary, President – Tamil Nadu and President – Chennai. He's also a former Convenor of the Infrastructure Panel of CII Chennai.As a responsible corporate citizen Akshaya is contributing to the conservation of environment by developing only Green Buildings with 15 pre-certified projects and all the projects are CRISIL rated. Akshaya is known for its transparent approach to business and Akshaya Home Facts which empowers the customer with their home buying rights is the essence of brand Akshaya. 

Prof. Suresh Paul Antony

Prof. Suresh Paul brings in more than 10 years of academic and administrative experience at XLRI School of Management [Jamshedpur], the Indian Institute of Management [Kozhikode] and Thiagarajar School of Management [Madurai], and visiting academic appointments at the Asian Institute of Management [Manila] and the Indian Institute of Management [Lucknow].

His qualification includes Fellow [IIM Lucknow] and an MBA [Madurai Kamaraj University].

He also has 14 years of customer interface experience - in the automotive, financial services, direct selling, and music retailing industries, and across business and consumer markets, rural and urban markets, and in product and services marketing as well.

His areas of research are marketing demographics and consumer vulnerability. His training, teaching and consulting interests lie in consumer vulnerability, product policy & brand management, services management, and sales & distribution management.

As the Chairperson of the 3-year post graduate programme for working executives, he was instrumental in setting up the Chennai Centre of the Indian Institute of Management Tiruchirappalli in August 2012. Currently he is the Chairperson of the flagship Post Graduate Programme in Management at its Trichy campus.

Mr.Balaji Prakash

With 17 years of experience in sales and marketing in the FMCG industry,

Mr.Balaji Prakash is now the Business Head of the Beverage and Dairy Divisions of

Cavinkare.

With an engineering degree from College of Engineering Guindy, Anna University and an

MBA from BIM Trichy, he started his career in sales function and then moved to marketing.

During these 17 years, Mr.Balaji has worked in many categories like Hair Care, Skin Care,

Foods, Beverage and Dairy. The Cavin’s brand of dairy products and milkshakes is his

recent achievement. With such a diverse experience, he now leads the fastest growing

division for Cavinkare.

 

Mr.Ameeth Raja

Mr.Ameeth Raja is working with the World’s largest International Property Consultancy

firm, CBRE Inc as a Director & Head of Office Services Business for the Chennai and Kerala

Markets. He handles the Operations of the Transaction Business and also leads a Team of

professionals who manage the Real Estate Portfolios of large Blue Chip Multi-National

Firms.

CBRE Inc is a Fortune 500 Property Consultancy Firm based out of the US Operating out of

400+ offices in 60+ countries with over 35,000 professionals.

He has over 8 years of experience in the Real Estate Consultancy business working with

Jones Lang LaSalle and CBRE. Prior to the stint in the Realty industry, he spend around 4

years in the Banking Industry with ICICI bank handling Liability Sales for the Chennai

region.

Mr.Ameeth received his PGDBM in Marketing and HR from LIBA (fulltime 2002-04) and his

Bachelor of Engineering Degree from Madras University in 2001.

Ms. Vidya Pradeep

Ms.Vidya Pradeep is presently the Vice President – HDFC Bank.

Ms.Vidya is an MBA , a LIBA alumni from 2000 batch. She has 14 years of experience in

Financial services and Banking with most of her experience of 12 years in HDFC Bank.

She successfully launched and managed various initiatives for the bank including Customer

Value Management, RBI mandates including 3D secure code authentication for e-com

transactions and Chip & Pin implementation. She also successfully launched a range of

products including Infinia, Times card co-brand and Solitaire cards for women.

She is now the Head of Credit Cards – Portfolio Management for HDFC Bank.

Mr. Pradeep Rajadas

Mr.Pradeep Rajadas is the founder of Sociall.in – a Social Media Management Company with

well-over a 100 clients and offices in Chennai and Bangalore.

A product of Don Bosco, Egmore and Loyola College, Chennai, with a specialization in

Commerce and Marketing, he also holds a post-graduate-level degree in Management and

Corporate Law. He is a Trinity College (London) certified Pianist, Digital Keyboardist,

Drummer, and musical theoretician.

At Loyola, Mr.Pradeep was the President of the College Union, Director of the Debate Club,

the Theatre Club, the Environment Cell, and the Entrepreneurship Cell. He has worked in

Deloitte, Haskins and Sells, as well as in Hindustan Oil – in the management and consulting

space.

He is a public speaker, blogger, theatre artist, and a musician. He is passionate about the

internet and marketing, and considers his greatest strength to be the empowerment of

his peers through organizational structures.

Mr. R. Mohan

Mr. Mohan is presently the Asst. Vice President (South) at Mediassist India TPA (P) Ltd. His

responsibilities include Handling the Business development of the branches in

TN/AP/Kerala, new business as well as retention and Handling large corporate and Insurer

as well as Broker relationship.

He has a Masters Degree In Physics with Specialisation in Electronics from University of

Madras, Fellow of The Insurance Institute of India (FIII) and Intermediate Exam of the

Institute of the Cost & Works Accountants of India.

Mr.Mohan has more than two decades of rich work experience in the Insurance Sector and

has held senior position under various capacities. He previously worked with National

Insurance Company Limited as Branch Manager, at Bajaj Allianz General Insurance Co Ltd

as Associate Vice president (Bancassurance & Outlocations) /Area Manager-Madurai, with

Pioneer Insurance and Reinsurance Brokers (P) Ltd as Head-Tamilnadu, at Universal

Sompo General Insurance Co Ltd as Head-Chennai II and as Regional Head at Anand Rathi

Insurance Brokers Limited.

Mr.Mahimm Gupta

Mr.Mahimm is the Managing Director of PP Merchandising Services Pvt. Ltd since 1999 .

He has an Masters in Business Administration from University of Rhode Island, USA and is

a Commerce Graduate from Christ Church College, Kanpur.

The company engages in Retail merchandising (Visual Merchandising) services and point of

purchase display products by executing store product placement planograms and visibility

and point of purchase displays for large FMCG and durable/mobile brands such as ITC,

Nestle, SC Johnson, Dabur, Samsung, etc. The company covers both modern and traditional

format stores, reaching 600+ cities across the country, covering close to 100000 stores and

making more than half a million calls per month.

He has more than two decades of rich work experience and has held senior positions as

Vice President – Som Electro-Mechanical Ltd., Kanpur, the company deals with

Electro mechanical equipments for military vehicles. He was also the Vice President

– New projects and ventures at Core Healthcare Ltd., Ahmedabad, the company

engages in Medical devices and components such as needle cannula, glass bottles

and medical grade rubber bungs for bottles.

Mr.Mahimm is the President of the Rotary Club of Chennai, Kilpauk.