Purvi, the anchor, began the workshop by welcoming Mr. Chawla and introducing him to the audience. Mr. Chawla then discussed how his experiences working with various brands shaped his marketing thinking and influenced his current work style. He emphasised the significance of proper branding, which includes thoughtful design and consistent actions. He defines branding as the sum of promises made and actions taken to deliver on those promises.

He went on to discuss the law of compounding and how combining a brand or product with a specific
moment can result in user linking. He also discussed the non-intuitive aspects of branding, such as product placement design. He then presented the prerequisite framework, which included the categories of consumers and competition. This framework was divided into Category Benefits, Drivers, and the brand’s core consumers, shoppers, and competitors.

Mr. Chawla then discussed the benefit laddering framework, which is comprised of Features, Advantages,
and Benefits. He showed the audience Pepsi Co advertisements from 2021 and 2010. He demonstrated how Pepsi Co’s Preparation framework and Benefit laddering framework made the brand recognisable and memorable.

He then explained how to build the path to purchase products by making the brand memorable, convincing the consumer that the brand is beneficial, and convincing the consumer to act in a way that benefits the brand, similar to word-of-mouth marketing. Mr. Chawla then applied the Pepsi branding strategy in these two frameworks, demonstrating how they were beneficial to the brand and could be sustained over time.

Finally, Mr. Chawla began a panel discussion and audience questions. Mr. Sanket Kurdukar, the placement
officer at Symbiosis Institute of Computer Studies and Research (SICSR), presented Mr. Chawla with a vote
of thanks on behalf of the SICSR’s IEEE Student Branch, SICSR’s Quality Improvement Cell, IEEE TEMS,
and Arsh IEEE E-CELL. The workshop was a resounding success, providing attendees with valuable insights
into the importance of branding and marketing in today’s world.