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    Creative marketing develops satisfying consumer relationships: experts

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    Addressing a seminar on ‘Marketing Strategies – Benchmarking for Success’, organised by The National Restaurant Association of India (NRAI), at Delhi, various industry leaders held forth on the view that innovative and creative marketing strategies are a key to develop satisfying relationships with customers, and that only such relationships can be leveraged for a long period of time.

    Identifying the integral role of marketing in today’s restaurant industry, , vice president of NRAI and MD, ’s, “Innovative marketing strategies will not only promote and encourage but also help in executing schemes for the maintenance of high standards of efficiency and integrity in the profession.”

    Citing their own example, Jyoti Rakheja, head-marketing and corporate communications, McDonald’s India (North and East) said, “We at McDonald’s strive to deliver simple pleasures of childhood to our young patrons and make them feel special every time. The edge is in consistency in delivering this promise and this is probably what took us to this position today.”

    , senior vice president, marketing, Domino’s, explained how restaurateurs or food chains can work towards enhancing their delivery business and the key consumer insights that characterise the food behaviour and service in the retail environment.

    Explaining the role of public relations and advertising in relation to marketing strategies, Dilip Cherian, founder of Perfect Relations, said, “Communicating the right message at the right time to the right people is a key to generate successful marketing campaigns. PR and advertising can thus play an integral role in developing new sustainable relationships with consumers.”

    Explaining the concept of customer relationship management, Sudipta Sen Gupta, senior vice president, marketing, Nirula’s, said, “We believe that customers are our best consultants and hence regularly take their feedback for improving ourselves.”