The legacy of Prof. Aughi Dalton’s most awaited marketing workshop has stood unabated through the years. Even this year, the Marketing Professional workshop 2.0 was amazing. It was a pleasure and privilege for NjM (Not Just Marketing), the Marketing Cell of NMIMS, Mumbai to have him on campus to spread his marketing energy to the upcoming generation of marketers.
The students could deeply connect with the idea that everything in life revolves around perception. Be it a brand image or a marriage decision. It was great to understand the jingling of our rational and emotional self and the cerebral functions played by the creative right brain and logical left brain. Students learnt their subconscious mind is a sleeping giant and has 90% of the role in their behavior. Hence, the mantra goes BIY (Believe in Yourself). He re-iterated the principle “As you think, so shall you become” and reinforced that we need to belong to the PTC (Positive Thinking Club) to do great stuff in life.
His technical insights took the budding marketers by storm. He mentioned that when brands exhaust the marketplace and face stiff competition amongst them, an intelligent marketer creates a new ladder of products and also enjoy a First Mover Advantage. Our captain Prof. Dalton educated the future marketers of NMIMS about the importance of a well-structured marketing plan before a product hits the markets.
He further emphasized the role of emotional connect in positioning a product in the consumer’s mind. For the brand Saffola, Sir Dalton was the copywriter and in a major breakthrough he linked the brand with the wellness of the heart, which stands as the ESP (Emotional Selling Point) for the product even today. The most exciting part of the workshop was Sir’s very own ADCLAP.
While Day-1 of the workshop was a knowledge intensive session that left the students with great ideas to ponder upon, Day-2 gave them an opportunity to work on the ideas and come up with a complete marketing plan for a ‘coffee shop’. Prof. Dalton personally mentored the teams and rewarded the best performers. By the end of the workshop everyone was ready to be a Coffee entrepreneur.