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.
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