An energizing step towards development of the POP industry in India

9th March 2009, Mumbai
POPAI, the Global Association for Marketing at-Retail. The only global non – profit trade association for marketing at retail; serving more than 1,700 members internationally by promoting, protecting and advancing the broader interests of marketing at-Retail through research, education, trade forums and legislative efforts.
The primary objective of POPAI India is to create a community of point-of-purchase producers and practitioners, which would facilitate the exchange of ideas thereby raising the standards of the industry as a whole. This objective has been taken further more seriously by the industry and thus a need for a well established association that very aggressive in its approach. Keeping this objective in mind and to expand POPAI’s horizon and reach in India, Mr. Dick Blatt, President & CEO, POPAI visited India. He went on for a one to one networking sessions with the industry people the producers and the brands at both Mumbai and Delhi. This was followed by the events which were held at Mumbai and Delhi. At the event he addressed an audience which was an amalgamation of brand marketers, agencies, POP makers, designers and retailers. He spoke on “The new Marketing Model & Industry trends affecting all of us”.

Dick’ Blatt, kicked off his presentation for the evening by stating that the industry should come together to bring about consistency in processes and terminologies. He also thinks, “The traditional marketing mix is changing, but no one has finalized what the new model will be yet.”

Blatt quoted Elliott Ettenberg, chairman and CEO of Customer Strategies Worldwide, New York and former chairman and CEO of Bozell Retail Worldwide, who said that the days of the four P’s -- product, price, place and promotion -- are a thing of the past; this has given way to the four R’s -- relevance, relationship, responsiveness and repetition.

In all the event was a step organized to strengthen the roots of POPAI’s Indian Chapter, as the growing industry of POP in India has realized the importance of an association.